1. Blue Ribbon Mentor-Advocate Experience Success.

2. Experience Success with Carolina Advertising Associates. Rachel Erb Management Supervisor Connine Liang Account & Media Planner Jenna Sherron Creative Director Kevin Zidron Plan Writer

4. Blue Ribbon Mentor Advocates is an established mentorship program in Orange County. With an expansion to four other North Carolina counties – Wake, Alamance, Brunswick, and Mecklenburg – it became pivotal to understand these communities and their people in order to continue the success of the program. BRMA works to create the belief that by sharing successes and life experiences for only two hours a week, an adult can positively impact a student’s goals and dreams. BRMA does so by providing adults the opportunity to express their successes and experiences in order to build lasting relationships with mentees as they work towards a better future. By analyzing our research and interviews we were able to create a target audience who is successful, shows initiative, competes in life, and does it in a positive matter to make those around him better. We established this group as “Game Changers,” and will specifically focus on 50 – 65 year-old African-American and Hispanic men, which have been scarce thus far in the program. With a budget of $500,000 we hope to communicate the positive possibilities and relationships available through the BRMA program in a relaxed setting. To do this, our focus will be on television, print, and interactive advertisements; as well as community events, public relations and personal selling. The strategy will run from September 2009 through May 2009. The main focus will be on television, specifically during the “news” hours, because of research which has stated our target enjoys staying in-tune with daily happenings not only around the country, but around their community as well. Through community events we hope to gather past mentors/mentees and possible mentors/mentees to share successes and experiences, in order to truly grasp the special bond possible through the BRMA program. Through all of the advertisements, stories, and events it is important for those interested to understand the success made possible with this program. As a result, the campaign has been called “Experience Success,” which encompasses the wide spectrum of opportunities and potential growth by mentors and mentees getting involved with BRMA. Executive Summary 1

9. Creative Brief Convince: 50 – 65 year old males, specifically African-American & Hispanic males, who can consider themselves Game Changers That: they should join or donate to BRMA Because: BRMA will provide Game Changers the opportunity to share their successes and achievements as they build relationships and impact a mentee’s life. 6

10. Job Description: Increase BRMA’s role in Orange County and continue its expansion in Wake County, Mecklenburg County, Brunswick County and Alamance county on a budget of $500,000 Business Outcome: Increase BRMA’s role in Orange County while continuing its expansion in four other counties Creative Challenge: With limited creative outlets we need to convince our target audience it is a wise investment to spend time with the program. The target audience needs to understand there is a tangible value in mentoring, and get past possible negative emotional consequences. Who do we want to connect with: 50 – 65 year old African-American & Hispanic Game Changers What do they feel now?: “Too busy, afraid they’ll do no good” Emotional Response: Feeling of satisfaction and accomplishment since “game changers” are used to success and empowerment Single Idea: Striving to create success through relationships while participating in the mentorship program. What is it about the product that makes this believable: BRMA has a proven success rate (graduation rates) with its mentees and a worldly outlook on the possibilities for anyone How might we connect with them: By reaching out to the interests of possible mentors and what they view as successful. This can be accomplished by showing how mentors have previously been successful with mentees, how other successful professionals work in sports, and how mentees can individually be successful. Avenues to do this include newspaper, television, public relations and community events to promote the BRMA brand What tonality should we aim for: Fun, positive, confident, successful, rewarding Things that need to be in communication: sharing success and life experiences Evaluation method: mentors gained, inquiries, attendance at events, material requests, internet hits 7

11. Competitive Analysis 8 Mentor Group Single Standing Idea Blue Ribbon Mentor Advocates Experience Success Shield Mentor Youth It's never to late to mentor a child…Mentor Youth! Big Brothers, Big Sisters Little moments, Big magic Mayor's Mentoring Alliance You're there briefly touching a life in a time of need. Right Path Mentorship Program influences major social and psychological factors that promote early use of violence and substances abuse Durham Companions We put our hope in You

12. Media Plan 9

13. Total Budget: $499,550 10

14. Television Breakdown: $222,390 11

15. Newspaper Breakdown: $140,000 12

16. Interactive Breakdown: $96,000 13

17. Media Flowchart 14 Game Changers Television Newspaper Response Website Community Events

20. * If Life Gives You Lemons…Make Lemonade! See script, Appendix I In the past, a boy watches over an empty lemonade stand. The boy from modern times, however, is running a booming business with his mentor’s help. 17

21. * Tackle…Touchdown! In the past, a boy get tackled before reaching the end zone. The boy from modern times avoids a tackle and makes a touchdown with his mentor cheering him on from the sidelines. 18

22. * I’m Sorry. I’d Love To! In the past, a boy get turned down by his crush. The boy from modern times, with his mentor looking on, succeeds with his love interest. 19

24. * Event Posters 21

25. * Newspaper Ads 22

28. Interactive ads will be placed throughout Google and LinkedIn where BRMA can control not only what key words will enable the banner ad to pop-up on Google, but what demographic they would like to reach via LinkedIn. This opportunity to advertise on-line will ensure BRMA is reaching its target audience of African-American and Hispanic males to experience success. * Interactive Ads Google & LinkedIn Ad: Online Publication Ad: 25

29. Running for Success Event Logistics What: BRMA Running for Success 5K When: September 18, 2009 Where: Tri-County Who: Any local runner, with particular interest paid to possible mentors, as well as current and past mentors & mentees who will be honored prior to the event by Graig Meyer Why: showcase the fun and exciting aspects of the mentoring relationship to possible new mentors while experiencing success through a community 5K to support mentorship awareness Press Release: See Appendix K Event Details 8am : Runner’s complete registration 9am : Graig Meyer addresses the crowd about BRMA, its purpose and possibly some success stories 9:05am : a past mentee and mentor discuss their relationship and the successes each was able to experience during the program 9:10am – 11:10am : race occurs for everyone; runners and walkers alike 11:15am: closing remarks from Graig Meyer for those still in attendance Police / Course: $300 Refreshments: water, bagels, fruit all donated Trophies: $15.00 X 4 = $60.00 T-Shirts: $300 X 7 = $2,100 Entrance Fee: $15 per racer covers t-shirt with money left over for scholarship Event Spending: $2,460 (racing fee will cover $2,100 t-shirts so spending = $460) Potential Scholarship Contribution: 300 racers = $2,400 26

30. Heading for Success Event Logistics What: UNC-CH men’s soccer match When: Friday, October 9 th – 7:00pm Where: Fetzer Field Who: 20 current BRMA mentors / employees, 20 current mentees, 30 possible mentees, 30 possible new mentors: total of 100 participants – the event will be capped at 100 as a result of budget Why: showcase the fun and exciting aspects of the mentoring relationship to possible new mentors while experiencing success at North Carolina with the Tar-Heels Press Release: See Appendix L Event Details Pre-Game: Ideally everyone involved would be at Hooker Field by 5pm for pre-game festivities such as food, an inflatable and games Ticket Prices: $3 tickets X 100 = $300 Parking Prices: Free Dinner: We would rely on local businesses, such as Bojanges, Chipotle and McCallister’s, who regularly donate to UNC-CH functions. Inflatable Rental: 4 hours for $135 Event Spending: $435 27

31. Event Logistics What: Carolina Hurricanes Game When: Sunday, February 8th – 3:30pm Where: Orange & Wake Counties Who: 10 current BRMA mentors / employees, 10 current mentees, 10 possible mentees, 30 possible new mentors: total of 60 participants – the event will be capped at 60 as a result of budget Why: showcase the fun and exciting aspects of the mentoring relationship to possible new mentors while experiencing success of an NHL franchise and its players Press Release: See Appendix M Event Details Pre-Game: Ideally everyone involved would be able to park in the same lot at 2:30pm to meet one another and get introduced to BRMA from current mentors Ticket Prices: $25 tickets X 60 = $1,500 Parking Prices: Free Dinner: this event would be scheduled on a promotional event night with $1 hotdogs, so we would provide 2 hotdogs and a drink for each person  $6 person X 60 = $120 Event Spending: $1,620 Skating for Success 28

32. Event Logistics What: Charlotte Bobcats Game When: Friday, March 14 th – 7:00pm Where: Mecklenburg County Who: 20 current BRMA mentors & employees, 20 current mentees, 20 possible mentees, 40 possible new mentors: total of 100 participants – the event will be capped at 100 as a result of budget Why: showcase the fun and exciting aspects of the mentoring relationship to possible new mentors while experiencing success of an NBA franchise and its players Press Release: See Appendix N Event Details Pre-Game: Ideally everyone involved would be able to park in the same lot at 5:00pm for dinner, introduction to BRMA from current mentors, relaxation and activities such as throwing footballs and bean bag toss Ticket Prices: $10 tickets X 100 = $1,000 Parking Prices: $10 park X 20 cars = $200 Dinner: Domino’s Pizza – 33 pizzas X $7 = $280 (including tip), Bottled Water and Soft drinks to be donated by Harris Teeter Event Spending: $1,480 Shooting for Success 29

33. Event Logistics What: Fishing for Success fishing tournament When: April 11 th & April 18 th at 9 am Where: Brunswick River Park (4/11) & Cedarock Park (4/18) Who: current mentors and mentees with possible mentors and mentees along with BRMA leaders like Graig Meyer Why: showcase the fun and exciting aspects of the mentoring relationship to possible new mentors while experiencing success fishing individually and with a mentee; the hands-on partnership Press Release: See Appendix O - P Event Details 9am : Meeting at 9am Graig Meyer will introduce everyone and explain the purpose of the day 9:15am – 10:45am : Mentor / Mentee fishing competitions; prizes awarded for first fish caught, largest fish caught, smallest fish caught, most fish caught, most persistent team 10:45am – Noon : lunch (grilled by Graig and volunteers), awards, and further information about BRMA Noon – 1:30pm : adult fishing contest with similar awards while mentees are picked up or play in surrounding areas 1:30pm – 2:00pm: final awards and thank you from Graig Shelter Price: Free Grill Rental: $75 X 2 Trophies: $52.50 X 2 Giveaways: Koozies – 525 ($378) Food: Hamburgers ($40), Hot Dogs ($25), Chips ($30), Drinks ($75), Cake ($30) [all X 2] Event Spending: $1,033.00 Fishing for Success 30

34. * Caroling Promotion BRMA’s main promotion will be a holiday caroling experiencing where a group of mentees, led by mentors, will carol around local neighborhoods delivering postcards to receive important contact information as well as candy canes. This is to create a comfortable sense for community members to enter to BRMA data base. Other promotional events include handing out key chains, post-it notes, umbrellas, etc. at “information drives” where a group of volunteers will hand out items in exchange for contact information to build a larger database. The goal is simple – build BRMA as a brand! 31

36. Press Release: Experience Success * FOR IMMEDIATE RELEASE: Success Brings About Expansion Chapel Hill, NC – May 25, 2009 – Chapel Hill-Carrboro City Schools will no longer be the only school district experiencing success with a local mentorship program. Blue Ribbon Mentor-Advocate, in existence in Orange County since 1995 and has now grown to Brunswick County, Wake County, Alamance County and Mecklenburg County, with specific details concerning school districts yet to be released. BRMA seeks out adult individuals to donate two-hours of their time once a week for a minimum of two years. The mentoring relationship begins in the fourth grade and hopefully lasts through high school graduation with many relationships remaining in tact past the accomplishment. “ I have built and maintained a relationship for more than 10 years,” said former mentee Kyle Steele. “I could not ask anything more from my mentor who became more like a friend than anything else. I wish everyone could experience the successes of BRMA like I did.” Mentors and mentees are compatibly matched together. Along the relationship the mentor and mentee will engage in tutoring, social and culture enrichment experiences and collegiate exposure while still maintaining strong family involvement. BRMA also offers college scholarships to maintain the dream for everyone regardless of economic situation. Visit www.ExperienceSuccess.org for more information. Contact: Graig Meyer [email_address] Ph: 919-918-2170 x1 ### Appendix A

41. Role model: 8 Counsel: 3 Guidance: 7 Friendship: 3 Teaching lessons learned/ Helping with what will sharing knowledge: 7 help them in future: 3 Advice: 6 Mutual growth: 3 Encouragement: 6 Build relationships: 2 Helping: 6 Devotion: 2 Support: 4 Future: 2 Teaching:4 Relationships: 2 Time: 4 Satisfaction: 2 Coaching: 3 Share experiences: 2 * When thinking about “mentoring,” “mentor,” and “mentee,” what comes to mind? (Write down whatever you feel.) Appendix F

45. * BRMA Refrigerator On-line experience where current mentoring relationship personal profiles will be available with individual stories and contact information for possible mentors to explore. Appendix J

46. Press Release: Running for Success * FOR IMMEDIATE RELEASE: Running for Success Chapel Hill, NC –September 20, 2009 – Runners, walkers and even some jugglers participated in the inaugural Blue Ribbon Mentor-Advocate “Running for Success” 5K Saturday morning. Around 300 tri-county residents of all ages were on the racetrack. Part of the proceeds will be put into a scholarship fund for a graduating member of BRMA. Participants included current and past mentors and mentees of the BRMA program, potential mentors and mentees, and local residents, some of whom came away wanting to contribute to BRMA. “ I signed-up for the race to get some exercise and help train for a marathon I’m running in a few weeks,” said Orange County resident Doug Krafte. “It might have been Graig’s introduction or listening to current mentors, but I want more information on how I can be part of the program.” The event was a kick-off to a new school year and new potential mentor-mentee relationships as BRMA continues its expansion around the state. Other upcoming events include a UNC-CH soccer match, a Charlotte Bobcats game and a Carolina Hurricanes game. BRMA is a non-profit organization based out of Orange County and has recently expanded to Brunswick County, Wake County, Alamance County and Mecklenburg County. The program has proven success among its mentors and mentees, who begin relationships during 4th grade and are hopefully maintained for a lifetime. Visit www.ExperienceSuccess.org for more information. Contact: Graig Meyer [email_address] Ph: 919-918-2170 x1 ### Appendix K

47. Press Release: Heading for Success * FOR IMMEDIATE RELEASE: Heading for Success with the Tar-Heels Chapel Hill, NC – October 11, 2009 – More than just a soccer match was watched Friday night at Fetzer Field where around 100 adults and children gathered to share successes. Sponsored by Blue Ribbon Mentor Advocates, “Heading for Success” created a relaxing evening full of pizza, drinks and, of course, a Tar Heels’ victory. Current mentors and mentees of the mentorship program along with potential mentors and mentees came together to share successes and stories from their mentorship, school, job, and other situations. In addition, everyone enjoyed pre-game festivities with an inflatable obstacle course, soccer matches of their own, and touch football. The night impressed a number of potential mentors who had more fun than first anticipated with a mentorship group. “ We were with kids for three hours laughing, playing and relaxing,” said potential mentor, Ronald Suggs. “I figured I would have to sit down and have a serious talk with a kid, instead of tossing a football and learning his favorite team is the Chicago Bears.” BRMA is a non-profit organization based out of Orange County and has recently expanded to Brunswick County, Wake County, Alamance County and Mecklenburg County. The program has proven success among its mentors and mentees, who begin relationships during 4th grade and are hopefully maintained for a lifetime. Visit www.ExperienceSuccess.org for more information. Contact: Graig Meyer [email_address] Ph: 919-918-2170 x1 ### Appendix L

48. Press Release: Skating for Success FOR IMMEDIATE RELEASE: Skating for Success with the Hurricanes Raleigh, NC – February 9, 2009 – More than just a hockey game was taken in Sunday afternoon at the RBC Center where around 60 adults and children gathered to share successes. Sponsored by Blue Ribbon Mentor Advocates, “Skating for Success” boasted a relaxing evening full of $1 hotdogs, drinks and, of course, a Hurricanes’ win. Current mentors and mentees of the mentorship program along with potential mentors and mentees came together to share successes and stories from their mentorship, school, job, and anything else anyone would pay attention to while enjoying the game. “ I’ve never seen a hockey game and this was awesome,” said 4th grader Lucas Jones. “I’ve done a lot of fun things with my mentor and this may have been the best especially since I got to talk to other kids and adults about how much fun I have.” BRMA is a non-profit organization based out of Orange County and has recently expanded to Brunswick County, Wake County, Alamance County and Mecklenburg County. The program has proven success among its mentors and mentees, who begin relationships during 4th grade and are hopefully maintained for a lifetime. Visit www.ExperienceSuccess.org for more information. Contact: Graig Meyer [email_address] Ph: 919-918-2170 x1 ### * Appendix M

49. Press Release: Shooting for Success FOR IMMEDIATE RELEASE: Shooting for Success with the Bobcats Charlotte, NC – March 16, 2009 – More than just a basketball game was taken in Friday night at Bobcats Arena where around 100 adults and children gathered to share successes. Sponsored by Blue Ribbon Mentor Advocates, “Shooting for Success” boasted a relaxing evening full of pizza, drinks, touch football and, of course, a Bobcats’ win. Current mentors and mentees of the mentorship program along with potential mentors and mentees came together to share successes and stories from their mentorship, school, job, and anything else anyone would pay attention to. “ The event was the most fun I’ve had with my mentor,” said 4th grader Bob Smith. “It was great to play football with other mentors and mentees then see Raymond Felton play. He’s my favorite.” BRMA is a non-profit organization based out of Orange County and has recently expanded to Brunswick County, Wake County, Alamance County and Mecklenburg County. The program has proven success among its mentors and mentees, who begin relationships during 4th grade and are hopefully maintained for a lifetime. Visit www.ExperienceSuccess.org for more information. Contact: Graig Meyer [email_address] Ph: 919-918-2170 x1 ### * Appendix N

50. Press Release: Fishing for Success FOR IMMEDIATE RELEASE: Fishing for Success and A Little More Alamance, NC – April 20, 2009 – More than a competition occurred Saturday at Cedarock Park where 60 children and adults met to experience success. Sponsored by Blue Ribbon Mentor Advocates, “Fishing for Success” created friendly competition among its current members and hopefully new members as prizes were awarded for such things as smallest fish caught, ugliest fish caught and team enjoying themselves the most. Of course, there was an award given to the largest fish caught; however, fun was had by all. After the competition among mentors and mentees the group grilled out hamburgers and hot dogs while listening to Graig Meyer, leader of BRMA, and others share the benefits of BRMA. The goal was to showcase the successes mentors, mentees and their relationships have as they develop through the program. “Fishing for Success” simply made these successes tangible. BRMA is a non-profit organization based out of Orange County and has recently expanded to Brunswick County, Wake County, Alamance County and Mecklenburg County. The program has proven success among its mentors and mentees, who begin relationships during 4th grade and are hopefully maintained for a lifetime. Visit www.ExperienceSuccess.org for more information. Contact: Graig Meyer [email_address] Ph: 919-918-2170 x1 ### * Appendix O

51. Press Release: Fishing for Success FOR IMMEDIATE RELEASE: Fishing for Success and A Little More Brunswick, NC – April 13, 2009 – More than a competition occurred Saturday at Brunswick River Park where 60 children and adults met to experience success. Sponsored by Blue Ribbon Mentor Advocates, “Fishing for Success” created friendly competition among its current members and hopefully new members as prizes were awarded for such things as smallest fish caught, ugliest fish caught and team enjoying themselves the most. Of course, there was an award given to the largest fish caught; however, fun was had by all. After the competition among mentors and mentees the group grilled out hamburgers and hot dogs while listening to Graig Meyer, leader of BRMA, and others share the benefits of BRMA. The goal was to showcase the successes mentors, mentees and their relationships have as they develop through the program. “Fishing for Success” simply made these successes tangible. BRMA is a non-profit organization based out of Orange County and has recently expanded to Brunswick County, Wake County, Alamance County and Mecklenburg County. The program has proven success among its mentors and mentees, who begin relationships during 4th grade and are hopefully maintained for a lifetime. Visit www.ExperienceSuccess.org for more information. Contact: Graig Meyer [email_address] Ph: 919-918-2170 x1 ### * Appendix P