2. Globe Aware Youth Scholarship was
launched in 2010 to broaden the
horizons of DISD (Dallas Independ-
ent School District) students by
volunteering abroad.
2010 Scholarship Recipients: Adan Gonzales,
Cristal Mendezl, Alicia Santana
4. Communication Objective
Increase awareness of Globe Aware in Dallas
Communication Strategy
Create a chain reaction through the Dallas
Social scene by giving Globe Aware a
local heart and soul.
5. Meet our scholarship
recipient
- lower income household
- has not traveled abroad
- has interest in
international affairs
6. Why would Dallas want to help
these students?
Because DISD has the 7th worst
graduation rate in the nation
7. Traveling Abroad Works
Increased self-confidence 96%
Enhanced interest in academic study 80%
Sought out a greater diversity of friends 90%
Transitions Abroad Magazine March/April 2004: http://www.transitionsabroad.com/publications/magazine/0403/benefits_study_abroad.shtml
8. MEET OUR PRIMARY TARGET:
DALLAS SOCIAL MOVERS(AGE 25-35)
• Socially connected
both offline and online
• Up and coming in
their careers
• Knows the value
of travel
• Wants to create
change
9. SECONDARY TARGET:
ENTRENCHED CROWD(AGE 45-65)
• Most generous donors
• Have less time due to family and work
responsibilities
• Harder to reach without traditional media
• Very proud of Dallas
10. The Globe Aware Identity
global wings
When youth travel abroad they come back to
Dallas more compassionate and
cultured citizens
12. The opportunity to propel the dreams of Dallas teens is greater than
ever. Dallas high schools have the 7th worst graduation rate in the na-
tion. Globe Aware is a Dallas-based non-profit committed to creating
global citizens through volunteering abroad. The Global Wings Youth
Scholarship gives students the chance to see the world, uplift themselves
and their communities
Learn more at globeaware.org/globalwings and don’t let their dreams
fly away.
13. Communications Framework
INSPIRE. TRADITIONAL MEDIA
- print (D Magazine, Dallas Observer,
EQUIP. Modern Luxury, Texas Monthly,
Generations Magazine, American Way)
ENLIST. - video/t.v. (public programs & stations)
ONLINE
- print (blogs, facebook, twitter)
INSPIRE Dallas social movers with
- video/t.v. (posted on youtube, vimeo)
our message.
EQUIP them with the tools to spread the OFFLINE
word. Events and Promotions
- Wings for Wings Monthly Event
ENLIST social movers to become brand - Progressive Dinner Party
ambassadors. - Fill the Backpack Drive
14. CREATIVE: PRINT
give them wings
The opportunity to propel the dreams of Dallas teens is greater than ever. Dallas high schools have
the 7th worst graduation rate in the nation. Globe Aware is a Dallas-based non-profit committed
to creating global citizens through volunteering abroad. The Global Wings Youth Scholarship gives
students the chance to see the world, uplift themselves and their communities
Learn more at globeaware.org/globalwings and don’t let their dreams fly away. global wings
The opportunity to propel dreams of Dallas teens is greater than ever.
Dallas high schools have the 7th worst graduation rate in the nation.
Globe Aware is a Dallas-based non-profit committed to creating global
citizens through volunteering abroad. The Global Wings Youth Scholarship gives
students the chance to see the world, uplift themselves and their communities
GIVE THEM WINGS
The opportunity to propel the dreams of Dallas teens is greater than ever. Dallas high schools have
the 7th worst graduation rate in the nation. Globe Aware is a Dallas-based non-profit committed
to creating global citizens through volunteering abroad. The Global Wings Youth Scholarship gives
students the chance to see the world, uplift themselves and their communities.
Learn more at globeaware.org/globalwings and don’t let their dreams fly away. global wings
Learn more at globeaware.org/globalwings and don’t let their dreams fly away. global wings
17. EVENTS
THE CAMPAIGN LAUNCHES
WITH DINNER AND CONCERT
• A Progressive Dinner Party for
VIPs to meet the students, see
video ads and footage of travel
• Food and drinks served in five
different locations themed as
three countries: Brazil, Thailand
and South Africa
• A benefit concert featuring
local artists that have concern
for global issues
• The Special Case: 501(C)3
Store
18. EVENTS
AT THE BENEFIT
DINNER & CONCERT
Large image of student
will be erected and do-
nors will place symbolic
feather on image to
signify “give them wings”.
19. EVENTS
AT THE BENEFIT
DINNER & CONCERT
Encourage people to
sign up:
1. I will throw my own
Progressive Dinner Party
2. I will spread the word
by telling my friends and
posting images and vide-
os of the scholarship on
my blog, Facebook and
Twitter
20. PARTNERSHIPS
• Partner with local businesses (Pluck-
ers) and “Hot” spots Dallas Social Mov-
ers know and love, to raise awareness
as well as donations.
• Online events drive chatter
21. PARTNERSHIPS
FILL THE BAG
Partnership with local retailer (Walgreens, Target, etc.)
Supporters purchase items necessary for students to complete their mission.
Showcases retailer involvement in the community and provides resources for
scholarship recipients.
22. PROMOTIONS
• Barney’s display win-
dow at North Park
• Guerilla street per-
formances by Olu
Bliss and Abraham
• Pass out flyers at
trendy spots: Kush,
Southside on Lamar,
West Village, Prophet
Bar, etc.
23. FUTURE RECOMMENDATIONS
Special Edition Bag
- Global Wings bag can be sold at grocery stores.
- Proceeds go to benefit Global Wings.
Farmville
- Average social gamer is a 48 year old woman.
- Users buying virtual goods supported Haitian relief fund, raising
$580,000.
