I Promise School

Los Angeles

LeBron James

His Moves On and Off The Court

• Rookie of the Year
• Three-time Finals MVP
• Four-time Season MVP
• 14-time All-Star
• Two-time Olympic Gold Medalist
• Three-time NBA Champion. Eight consecutive NBA Finals 

All Star-Player

• In 2014 returned to Cleveland to bring a championship to a city that had not seen one in over 50 years
• Won it in 2016

Return to Cleveland

• In 2010 James took his talent to Miami
• He won back to back titles

South Beach

• Announced in 2018 he'd be heading to the Los Angeles Lakers
• Opens up public school for at-risk youth in Hometown of Akron, Ohio

LA/I Promise School

The LeBron James Family Foundation, the primary stakeholder in the I Promise School, mission is to positively affect the lives of children and young adults through education and co-curricular educational initiatives. We believe that an education and living an active, healthy lifestyle is pivotal to the development of children and young adults. The I Promise School provides a unique approach to provide students the skills needed to overcome any obstacles in front of them. With Akron Public Schools, the I Promise School will effectively educate at-risk learners with an innovative and proactive educational model.

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Mission Statement

Opportunity

LeBron James uses the same tenacity, precision, drive and leadership he developed in the game of basketball in all of his professional endeavors. 

He Isn't Bound To The Court

James’ decision to open a school adequately staffed with unparalleled resources is an incredible feat in itself but opening it as a public school improves the community as it changes the trajectory of the students’ lives.

Opening I Promise School as Public School

The cross-country move is the perfect set up for James to put his innovate scholastic skills to the test in a new environment with kids who are just as deserving.

His Move To LA

SWOT Analysis

What Is and Isn't In Our Favor

• LeBron James’ reputation and prominence
• His friendships with professional athletes celebrities 
• Established plan and model of I Promise School

Strengths

Weaknesses

• Coming into and environment of education need
• Thousands will want to apply
• First public school of its kind for LAUSD

Opportunities

• The accountability at home
• Too many children trying to get admitted
• LAUSD trying to take complete control

Threats

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• Standards of I Promise School
• Maintaining class sizes
• Reteaching concepts to students

Strategic Implication

There is a significant need in the Los Angeles Unified School District and we have the opportunity to not only make a difference in the lives of the LA youth, but we will be furthering LeBron James’ original vision to take his I Promise School national.

Research Goals

Analyze what features of the I Promise School appeal to the audience and gather and analyze their expectations.      

Analyze other education organizations’ communications strengths and weaknesses.

Determine and assess the unique values, behaviors and characteristics of I Promise School’s primary target audiences.

Figure out what methods target audiences get the latest information about LeBron James and the I Promise School.

Research Methods

Analyze and understand primary target audiences and the primary factors influencing their choice of a school.

Audience Analysis

Analyze the campaign’s engagement on different social media platforms and coverage across reputable news and information sources. 

Social Media Analysis

Design easily accessible questionnaires for our target audiences that will obtain their expectations of the IPS.   

Surveys

Quantitative

Qualitative

Communication Goals

Bring awareness as to why the IPS is necessary for Los Angeles.

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Communicate how IPS will benefit the Los Angeles community.

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Convey how IPS will better the future of Los Angeles through educating the future leaders of the community.

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Objectives

Increase press coverage by 50% by Q1, 2020.

Coverage

Receive 1,500 applicants for the IPS by Q2, 2020.

Grow mentions of #IPromiseLA by 60% by Q3, 2020

Engangement 

Applications

Target Audiences

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JPMorgan, Chase & Co.Hudson-based Kaulig Companies, LeafFilter, Two Men and a Truck, Swensons

Donors

At Risk Youth and Parents of Los Angeles

Los Angeles Unified School District

Justin Timberlake and Jessica Biel, Odell Beckham Jr., Chris Paul, Dwyane Wade, Ellen

Celebrity Influencers (LeBron's Connections)

Rams, Chargers, Dodgers, Kings, Lakers, Clippers, LAFC, Galaxy + their outreach offices

Los Angeles Professional Sports Teams

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Key Messages

The out-of-the-box offerings that the school provides is unparalleled.

If the IPS program is completed, The LeBron James Family Foundation offers a full ride scholarship to a four year university in California or Ohio - no other school offers this incentive.

LeBron chased his dreams and in turn was able to help hundreds of children discover theirs.

LeBron walked the same streets and went through the same struggles as us.

The most unique feature is that it’s a regular public school with benefits that go far beyond the public school system.

Highlight benefits of bringing IPS to LAUSD

Connect with local news/education/sports journalists to pitch a story about the arrival of the I Promise School LA.

Create FAQ on IPSLA and Los Angeles Unified School District explaining how IPSLA will help benefit the community

Work with a production company to create a 30 second commercial spot that will run on major networks during the morning and evening news hours (6am-9am and 5pm-9pm).

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Publish content on various social media platforms

Create an infographic that shows the current statistics of the LAUSD and the statistics of the #IPromiseLA School in Akron to rollout on IPS and IPSLA social media platforms.

Connect with LeBron James' influential friends (i.e. celebrities and professional athletes) and ask them and their teams to post on their social media platforms utilizing the hashtag #IPromiseLA.

Create social media one sheet to roll out to celebrities  and notable figures weekly.

Maintain media relations to publicize the news of IPSLA (extending news cycle...bridge time of news to school opening

Create News Release about IPSLA

Create media list to contact about IPSLA opening

Ex of Celebs: Taraji P. Henson, Ellen Pompeo, Loni Love

Ex of Notable STEM figures: Kimberly Bryant, Sundar Pichai

Quarterly talks hosted by celebs with notable STEM figure

Host a star-studded ribbon cutting for the school.

Bring a few kids from the IPS in Akron and document their journey.

Host ribbon cutting ceremony

Host Private Tour For Press

Push profile story of LBJ to keep IPSLA in the news cycle

Invite press and other notable figures to a private tour of the school prior to the ribbon cutting.

Create profile about LeBron James and push for numerous forms of coverage including features.

Create a media list of reporters and key journalists to contact about the ISPLA and it's opening.

Strategically write and release a news release about I Promise School coming to Los Angeles.

Objective 1

Evaluation

Mentions of #IPromiseLA grew by 75%.

IPSLA received 10K+ applicants for the opening year.  

Objective 2

Objective 3

IPSLA received over a 60% increase in press coverage.  

TIMELINE

Pt. 1

Q1 2019

• Print news stories
• Reaching out to journalists
• Facilitating interviews with spokespeople of IPSLA and LBJ

Pitching

• Release commercial spot that will run on major networks during the morning and evening news hours

Advertising

• Story released on major news and sports publication: LA Times, GQ, CNN, Sports Illustrated

Placement

Beginning

Q3 2019

Q2 2019

Q4 2019

Social Coverage

• Push IPSLA on social platforms on platforms such as: IPSLA, LBJ and celebrity/influencers/endorser

TIMELINE

Pt. 2

• Increase media relations through press release/pitching to journalists

Pitching

• Continued coverage with numerous media outlets + Stem/Celeb speaker program

Coverage

End

• Continued coverage on IPSLA

Coverage

Q2 2020

Q4 2020+

Q1 2020

Q3 2020

• Opening of IPSLA

Opening

Approximately: $650,000 - $700,000

The average cost to produce a high quality 30-second TV ad is approximately $30,000. The average cost for a 30-second nationally televised commercial in prime time is approximately $125,000.

Depending on the ratings of the TV program, the cost would be lower or higher. If we run a commercial in four different prime time slots, that would cost approximately $500,0000.

We will utilize celebrity appearances from LeBron’s Los Angeles connections, and they will appear free of cost (with swag bags). Typically, the cost of travel and lodging is covered by the organization for a celebrity appearance, however, we will be utilizing all local celebrities, so ground transportation and personal security will take the place of the aforementioned necessities.

Budget

Questions?