Starting in 2017, I worked with a grade 11 student to put together a plan for a tour of every local middle school, raising awareness of iHub in the District.
The tour would be student-organised, and would comprise of a thirty minute presentation, followed by a Q&A. The entire presentation would be delivered by students from beginning to end, with adults acting simply as designated drivers. Like Open, it would contain several videos (including a cold open to start out) and one musical performance.
We made sure that each role in the presentation had four or five students who could accomplish it, allowing us to mix-and-match the group going to each middle school and minimise the impact on our students' schedules.
The theme of Roadshow
When you're doing any sort of advertising or promotion, an important question to ask is: "What will this promotion give the audience if they aren't
persuaded?" If you make an ad for TV, it should provide value even
for the people who don't
buy the product. We knew that, for each audience of a hundred middle schoolers we spoke to, barely five or six might actually attend Open, so we needed a way to make the time worthwhile for those who wouldn't.
So, instead of talking about just iHub on Roadshow, we talked about choosing the school that's right for you; Be it one that's good for sports, or another that has an excellent music programme. iHub isn't the right school for everyone: It's just the right school for students who are creative and passionate about being creative.
To sum up the theme, I penned How Far Would You Go?
, a video that we played at the beginning of every Roadshow. After I wrote the script, we shot and edited it in two weeks, just in time for the first show.
We managed to hit twelve of the fourteen middle schools that year, and the Roadshow lead to our biggest ever attendance for iHub Open. The next year, I ran Roadshow again, hitting thirteen middle schools, and increasing our application rate again. Next year, the show is likely to take a more entertainment-based approach, where details about iHub take the back seat and instead middle schoolers are introduced to the wonders of a place where creativity is unrestricted and empowered.