Making a Strong First Impression: Launching the Campaign Locally

Tips for Successful Planning

• Recruit a small group of partners to brainstorm creative launch activities that will interest your target audience and generate media coverage.
• Invite students from area middle and high schools to be on a launch planning committee. Solicit their input on what will attract their peers to the campaign and how to sustain their interest.
• Determine a launch budget for materials, audio visual equipment and related expenses. Seek support from local sponsors to help underwrite the cost of launch activities.
• Identify and secure a central location, such as a school, library or town hall, and issue invitations for the launch. Look at current programming and activities to see if you can build from an existing event.
• Identify and recruit official spokespeople to promote the program.
• Confirm the participation of local partner organizations and sponsors.
• Order a sufficient supply of KnowHow2GO materials for distribution by contacting the campaign support line.
• Develop a media plan and press materials to promote your event. See How-To Guide The Media Bullhorn for tips and strategies to drive media coverage.
• Prepare your staff to respond to an increase in call volume or inquiries.
  

Potential Ideas for Local Launch

While you likely have many ideas on what your local event may look like, we’ve developed a short list of activities designed to make a splash and capture the attention of young people, their parents or guardians, and the local media.

Consider planning the following:

• A press conference at a local school or city hall with 8^th, 9^th, and 10^th grade students. Preview the PSAs and issue a challenge to young people to take the four key steps to plan for college as outlined by the campaign.
• A rally or concert at a local school, place of worship or recreational facility. Invite area celebrities such as local artists, radio and television personalities, or athletes to promote the campaign and underscore the value of taking action to plan for college.
• A KnowHow2GO to College Day at a middle school or high school. Display interactive exhibits about planning for college, and recruit admissions and financial aid counselors from local colleges and universities to be on hand.
• A KnowHow2GO sporting event at a middle or high school. Require special campaign tickets for admission and distribute campaign materials. The creative elements section of the toolkit and CD include a sample ticket that could support this type of event. You can also call the campaign support line to find out information on customizing creative materials for your event.
• A guerrilla marketing campaign. Have students pass out campaign materials at high-traffic areas frequented by young people, such as malls and movie theatres. The creative elements section of the toolkit has several examples of materials that can be distributed to promote the campaign.

Making Your Announcement Viral

To complement your launch activities and outreach efforts, promote the campaign via an HTML e-mail to existing and potential supporters, such as non-profits, associations, government offices, religious institutions and local businesses. This e-mail is a good way to virally spread the word about the campaign.

An HTML e-mail is available for download in the Affiliate Section of the KnowHow2GO Web site. The HTML e-mail provides information on the campaign and encourages prospective partners to get involved and to spread the word about the four steps young people can take to prepare to go to college. It also contains a preview of the PSAs.