Client: Non-Profit Youth Development Organization
(Roxbury, MA)
Inspiring Vision
Our client, After-School Programs, needed to increase enrollment to ultimately have their own facility for a number of attendance purposes, but also, to have the ability to effectively structure their programs according to their program’s philosophy.
While their program did cost money, certainly affordable to most, but not all, After-School Programs wanted to create a more meaningful message to their potential constituents.
Their general message centered on, as we saw it, families faced with the challenge of developing and coaching their children. More so, they are competing with forces such as the new tech-craze, and the media and advertisers. Ultimately, as we saw it, these forces could, in effect, during these children’s most formative years, hinder the development of today’s youth. For example, social media can challenges textbooks, texting challenges “real” relationship-building, “The Dollar Menu” challenges healthy eating options, as some examples of this thought “in action.”
Social skills, academic education, physical activity, nutrition, and overall physical and mental health, parents, neighborhoods and communities are in need of a solution, Yet, they are not convince of this or that After-School Programs is either worth the money or can do the job, so to speak. This leaves After-School Programs is a more impactful messaging strategy.
Brave Your Standard
After-School Programs enables the youth of today to, in the simplest terms to mature, specifically, developing the qualities and characteristics of one who achieves. More so, just as the “real world” is competitive, After-School Programs brings that same competitive nature into the classroom and onto the court. Moreover, After-School Programs encourage the youth to strive to achieve greatness, work diligently as part of a team, and gain a better “sense of self.”
In essence, After-School Programs is turning the tide against adolescent obesity, drug dependence, youth violence, and other negative circumstances, and filling these potential “pitfalls” with developing esteemed ideals, as described above.
Ultimately, a life where they are in a position to pursue their individual purposes, this we found to be After-Program’s essence – their primary benefit to leverage. While After-School Programs may excel at providing the most comprehensive set of necessary means (fitness, education, nutrition) that engages and compels the youth to achieve and strive for better, and avoid the “pitfalls,” these characteristics gained during these formative years transcend these immediate benefits to ultimately being able to procure a better future than what may have ever been thought possible.
Advance
While After-School Programs, as some clients, end-up not having a choice in the matter: new management etc. never enacted our Brand Identity. Yet, the brand identity was well received.
In the end, we wanted to develop web site and promotional videos concepts that embedded After-School Program organization in its audience’s minds as the most readily accessible “springboard” to a better life for its youth of today: teaching life-skills and the necessary tools to become a productive member of society. “Your future. Possible.”
As an example, one video concept was focused on a student going from the “program” to work, and, then, ultimately looking upward when arriving to work and seeing before him the actual organization’s literal interpretation of its name. In effect, we were marrying the organization’s “teachings” to the student’s ascension: using the literal interpretation of its name (the actual name being different than After-School Programs) at the point when the student (now adult) “arrives / succeeds.”