As apart of a campaign's class, our group, Team Committed, was given the challenge of designing a full scale marketing and communication plan for Racquet Up Detroit. Racquet Up Detroit describes their mission:
" To support and empower Detroit youth so they can achieve their full potential through a long-term, demanding, and inspiring mentoring program of squash, academics, and community service."
We decided to design our campaign around gathering attention through the emotional connections people have with the rebuilding of Detroit, MI.
THE BIG IDEA
"To influence action we will ask the Detroit community: RU Committed? RU Committed to Detroit's youth and positive growth? This question will separate the willing from the non, help us discover new personal and volunteer involvement with the organization."