Bright Minds RVA
**Foreshadow: 2022 VCU Student Advertising Award - Gold Winner for Branding **
Prologue:
CreateAthon is a nonprofit elective course for students to work side by side with a nonprofit of their choosing all semester. Within this course, there is also a creative sprint called “CreateAthon” where students stay in the school building for 24 hours with their teammates to create as much as they can within those hours.
Industry: Chess/Clubs Role: Strategist My first impression: “Rebrand idea of chess”
The Ask: Increase student enrollment and participation in Bright Minds RVA.
The Problem: Teens today have a misconception about chess. They believe it to be a “smart” person game only and too complicated for anyone to just pick up and learn.
The Solution: Rebrand the idea of “chess” in a modern and simpler way. At the end of the day, it’s just another sport teens can pick up to create as many opportunities just like football or track.
Research Methodologies:
1. | Industry Research:
Understanding Chess as a category. What is it associated with, strengths/opportunities, how has chess changed over the years, etc.
2. | In-depth interviews with parents/teens:
Learning the different perspectives between parents and teens have
3. | Social Listening:
Observing the community in Chess and how they interact with the game and each other on Facebook groups, Tik Tok, local chess groups, etc.
Climax:
The Situation: The teens who join Bright Minds aren’t joining by their own decision, but by their parents’ decisions.
The Insight: Teens are driven by social acceptance, not their future.
The Strategy: Encourage self-acceptance today in order to build self-confidence for tomorrow.
Plan of Attack:
Highlight the importance of peer-centered, extracurricular activities on the cognitive, emotional, and social development of teenagers.
Deliverables:
Brand identity - logo, merchandise
Website, Facebook & Instagram business pages
Email marketing, Flyers, School newsletters & website newsletter
