Mirage Agency
Senior Cap-Stone Course
My group was called the Mirage Agency, we created an 8 month campaign for a non-profit organization in the Urbana, IL community, which was called 'The Reading Group.' They help individuals with any learning difficulties, specifically with dyslexia.Â
Their issue was that people thought they only helped kids with dyslexia, when in reality they help with any type of learning difficulties, for any age. They also wanted to increase their staff, donations and number of sign ups.
Goals for the Campaign
By April 2021:
Primary goal - Increase views on Facebook page by 25%
Secondary goal - Hire 3 more teachers, and increase money donated by 20%
Primary Audience
30-40 year old women who live in the Champaign-Urbana area, with 2 or more children and a household income of $55,000-$70,000.Â
They fear their child will fall behind in school, they often use Facebook for updates on the community, and their kids are involved in the Park District Youth sports.
Secondary Audience
Teachers: 22-30 yrs old who teach elementary/middle school, they are always on the lookout for the best resources or techniques.
Donors: 55-70 yrs old who have grandchildren, and they like to give back to the community.
Key Insight
"Dyslexia is an equal opportunity condition"
Main Message
Dyslexia does not discriminate, The Reading Group serves students of all ages, backgrounds, and incomes.
Creative Concept
Our goal is to show that the Reading Group is a resource for people of all walks of life. It aims to create an equal opportunity for success among all people despite their condition.
By using pictures and stories of people with dyslexia, our goal is to convey the message that this condition does not define them. We will highlight famous individuals well as individuals who have used The Reading Group to share their story. This variety of backgrounds will provide a wide range of information and emphasize just how different each person’s situation can look.
This will show that dyslexia does not have to limit one’s success and that The Reading Group can provide the best resources that they need to live up to their full potential.
Media Schedule
8 month campaign that included brochures, bookmarks, IG and FB posts, ads, outdoor bus ads and newspaper ads.