This proposal outlines an integrated marketing campaign to develop a college-going culture in the Baldwin Community Schools district. The campaign aims to change attitudes and inspire students to pursue post-secondary education by reinforcing the message that college can unlock opportunities and provide a higher standard of living. Key elements of the campaign include developing a logo and tagline, direct mail to students and parents, billboards, brochures, t-shirts, social media, a website, an event called "The Open Door," and a raffle promotion called "Unlock the Future."

1. An Integrated Campaign Proposal

3. Target Audience: Students of Baldwin Community Schools Parents of the students Educators Community Leaders

8. The Creative Work

9. The Baldwin Promise Logo The tagline: College is the key, unlock your future

10. Direct Mail: Parents

11. Direct Mail: Students

12. Outdoor: Billboard

13. Brochure

14. T-Shirt

15. Ambient Advertising

16. Social Media: Facebook

17. Website

19. Event: The Open Door

20. Promotion: “Unlock the Future” Raffle

21. The Media Plan