Fund My Education: An Advertising Campaign

Abstract

Fund my education (FME) is a non-profit organization in Islamabad, aiming to facilitate students facing problems that may hinder their access to education. By providing different kind of services, e.g. financial or instructional, the organization hopes to make education accessible for everyone in the community. However, since FME is fairly new to the market, it faces many problems that may not let it achieve its goals. These problems are primarily driven from the lack of visibility the establishment currently has among its target audience. Furthermore, there is also lack of any marketing and advertising for the organization. This provides the opportunity to formulate and conduct a campaign that may introduce the organization and its goal to the target audience. With the use of a combination of traditional and social media; print and internet, along with on ground activations and promotions; bake-sales and charity drives, a campaign focused on increasing FME’s brand awareness and recognition among its primary audience was conducted. The following document details on all the efforts done by the team, to conduct a successful campaign for FME, which has led to a greater brand visibility, brand recall and has aided in the monetary donations collected by the organization.