SLI-SV Campaign
"Mentors Matter"
Campaign Overview
Background
The Shenandoah Valley Scholars’ Latino Initiative (SLI-SV) is a nonprofit designed to enable the Latino youth grades 10-12 in the surrounding Harrisonburg, VA area to make the transition to college possible. The program achieves this by pairing first or second year students from local colleges with local high schools to form a mentor-mentee relationship.
Tone of Voice
Inspirational, personable, and informative
Creative Concept
The campaign features advertisements informing the audience about the organization and the importance of mentorship
Target Market
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Females ages 18-20
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Single
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First or second year college students
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Goes to school at colleges participating in the program
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Experiencer and achiever according to VALS
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Volunteers in her free time
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Upbeat personality
Competitors
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JMU Valley Scholars
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Big Brothers Big Sisters
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On The Road Collaborative
Campaign Pieces
Fact Sheet, Press Release, Print Advertisement, Billboard, Radio Advertisement, Television Advertisement
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