MGP Brand bootcamp2009

The Marcus Graham Project

What is The Marcus Graham Project?The Marcus Graham Project (MGP) is a

leadershipnetwork with the intent strategically

focused onbuilding the next generation of ethnically

diverseleadership in the media, advertising,

entertainmentand marketing industry. This is

accomplished thrumentorship, training & development.

Who is Marcus Graham?

Marcus Graham is a fictitiouscharacter in the movieBoomerang.

He is likely the first mass-media

image broadcast to the urbanaudience showing the

possibilitiesIn the Media, Marketing, &Advertising industry.

Areas of Focus• Career Development

– Resume & Portfolio Development *– Master Class– Brand Bootcamp*– Mentorship *– Job Placement & Search Assistance *

• Industry/Consumer Research– White Paper Development– Research– Sounding Board - Campaign Feedback

• Campaign Development– Partnership with corporations & social change initiatives

* Current activity

Overview of The BootcampThe brand bootcamp’s primary

purpose is toprovide diverse aspirants in the field ofadvertising & marketing with the

exposureand experience necessary to solidify

careerswithin the industry. The camp takes a

look ata current social issue and creates agrassroots media campaign around the

topic.

2008 Project• Client: Rock The Vote• Market: Chicago• Program Elements:– Viral Videos– Radio Program– PSA– Event(s)– Community Service

http://www.youtube.com/watch?v=wOrEk9e6_40&feature=channel_page

The 2009 Brand

Your client, Broccoli City, an organic lifestyle brand is interested inexpanding to new markets, starting with Dallas, TX. The client would like for

youto develop a concept for an campaign introducing their brand into the market.

The client is interested in developing a brand campaign inclusive ofthe following: • pop up retail promotion• mini-magazine prototype• “green living” viral video campaign • pilot for a radio show • :30 PSA for the movement including production of original music and

“celebrity appearances.” • Mobile Application • Web Campaign for Global Community Service Travel Partnership (Globe

Aware)

MISSIONSTATEMENTThe mission of BROCCOLI CITY is to promotegood positive thinking and living.There is a critical lack of education inthe urban and Hip-Hop community aboutthe Green Movement. BROCCOLI CITYbreaks all barriers and is the educatingfactor. We educate through bloggingand hosting “green events” to generationsthat are eager to learn new trends,new things to help the environment andstaying above that curve.

Broccoli City is not just another company,“gone green”. We are trendsettersthat help the earth, on action, onet-shirt at a time. We are by no means‘tree huggers’ or radically preachingabout the environment but we are leadingby example. BBROCCOLI CITY is away of life…emphasizing staying fly everydaybut also being conscientious ofour earth.

BROCCOLI CITY represents a diversegroup of young urbanites who are practitioners of innovative sustainable development.

BROCCOLI CITY celebratesthe lifestyle of creative and stylish urbanconsumers across the world through initiatives in Los Angeles, Atlanta, Washington DC, New York and the World Wide Web. Our online & video content, organic street wear, and events promote a fresh perspective on the Green Movement.

BROCCOLI CITY is not a fashion statement;it is a way of life.

First Assignment• Individual: Define Yourself (choose one image and three words)

– Additionally conduct a SWOT analysis for yourself• Strength, Opportunity, Weakness, Threat

• Team: Form your agency team– Brand Identity– Capabilities– Team– Portfolio

• Additionally conduct a SWOT analysis for the team– Strength, Opportunity, Weakness, Threat

• Due Date (1st Round 6/15 & Final Presentation 6/23)• Presentation Format: Power Point• Materials to review:

– How To Be Black And Get A Job in The Advertising Business Anyway), – Why I Started A Small Ad Agency Article (

http://adage.com/smallagency/post?article_id=137148) Must seek prior approval to submit presentation in alternate format, request must be delivered in writing

Strengths Opportunities

Weakness Threats

Next Assignment• Research Project >> Empower Yourself–What color is green anyhow?

– Team: Immersion Sessions with client, Green Dallas & EPA

– Consumer: Study into the knowledge on what “going green” means to the target audience» Conducted via Twitter, Man-on-the-street videos &

Focus Group(s)

- Key Mentor(s): Culture Lab- Research Report Due: 6/29- Presentation Format: Power PointMust seek prior approval to submit presentation in alternate format, request must be delivered in writing

ScheduleJune 15 (week of) – Client Download on AssignmentJune 18 – Green Immersion Session (Green Dallas & Environmental Protection Agency

Spokesperson)June 22nd - August 1st – Campaign Development June 22nd – WFAA Visit (Production & Media Sales) June 23 – Imaginuity Visit (Digital Ad Agency & Social Media Landscape)June 25 – 27 – Vision & Dreams Conference (Potter’s House)June 30th - First Round of Concepts due (White Paper)July 10th – Putney Swope Dinner & A Movie Night (New Flower Project/Love Fit Food)July 11th – Save Hip Save The WorldJuly 14th - Second Round of Concepts due (Revised with Pencils/Visuals)July 21 – Final Round of Concepts due & approved (Layouts & Story Boards)July 22 - Concept Development August 3rd (week of) – Concept Presentation DevelopmentAugust 11th - Final Presentation of concepts to client groupAugust 15th – Kick Off Party

* Dates subject to change

Dates To Be Confirmed:•Moroch Visit•TL Visit•TPN Visit•Marketing Arm Visit•Agora Visit•Reach Media•Sanders/Wingo