Education.com bridges the gap between the classroom and the home by empowering parents and teachers with award-winning learning resources (pre-K – 5th grade). Whether it’s at home, at school, or anywhere in-between, Education.com is the partner that all parents and teachers need to take control of their student’s educational experience. 

With tens of thousands of guided lessons, worksheets, activities, and games, Education.com provides each child with a tailored experience that can either help them get ahead or give them extra support on difficult topics. Education.com gives parents a trusted avenue to be an active participant in their kids’ education and allows the teacher to enhance their lessons with additional materials. When adults are equipped with the right tools to foster curiosity, kids have a much better chance of reaching their full potential. 

As parents gear up for back to school season with all the essentials, we want to make sure they are aware of how Education.com can be a part of their children’s learning journey with endless resources to start off the school year the right away. 

Please read the remainder of the brief for all of the essential information.

The goal of this project is to come up with ‘back to school’ Facebook video Concepts to remind parents that they play a vital role in their children’s education and that Education.com is the ally they need to help their children unlock success. Please keep in mind that while teachers are an important user of Education.com we want the Concepts for this project to be targeted toward parents.

--Key Marketing Messages: Education.com has the best resources to enhance your child’s learning journey as they head back to school this year. 

--Target Audience: Parents of kids between Pre-k and 5^th grade.  While teachers use and trust Education.com as a resource we want these Concepts to focus on and speak specifically to parents.

--Tone: Supportive, considerate, optimistic, inspiring.

--Exposure: Facebook and potentially YouTube ads.

Facebook Best Practices

• Design tight stories that answer the questions: “What is it?” “Why would the audience care?” and “Why would the audience share?”  Usually these are the three answers…
• “Oh that’s so me” – the video is relatable.
• This video made the viewer feel something, and they want to share the emotional gift.
• Resonates with a belief of the viewer.  This video explains it better than they could.

• The first few seconds are the most important so consider leading with a hook, or telling your story in a non-linear manner. The introduction to the video is critical, and slow builds do not work in the Facebook platform. You might also consider using a "Trailer" approach with 2-3 lines of copy up front to frame/present the video.

• Don’t Bury the Lead. Introduce the brand in the first 3 seconds, however the brand should be introduced cleverly and NOT via a standard product beauty shot.

• Storytelling needs to be driven by visuals so you should be able to convey the important parts of the story without relying on sound at all. Tell visually engaging stories, and try to give your video a constant rhythm. Use text graphics, new frames, characters and settings to move the story forward. It is recommended that something visual happens every 3-5 seconds.

• Shoot your Video with a 1:1 square aspect ratio in mind. Don’t put yourself in a position where you’re cropping out important visuals in post-production because you shot in 16:9 or widescreen. Embrace the format.

• Use a Call-to-Action to invite people to a website or follow a hashtag.

• Review your edits on a mobile device.  You really need to do this because 90% or more of the audience will be viewing your video on their phone.

This Project will be worth a total of $1,500 and consists of one Phase: A Concept Phase. Be sure to read the following information carefully as well as the Official Rules. 

PHASE 1: Concept – Tell us your Concept for Education.com to entice parents into being more involved in their child’s education with easy to use resources in 250 characters or less.  Remember, a Concept is not a detailed script; it is a spark of inspiration, or a distillation of what will happen in the Video.  As always, Concepts should be clever and engaging.  The winning Concept creators will receive $300 each. 

1. Unless provided otherwise, all work must be your own original creation and free of any copyrighted material. You shall provide detailed information of your work regarding the source, the creator and background information as requested by Tongal.

2. BY SUBMITTING AN ENTRY, YOUR SUBMISSION IMMEDIATELY BECOMES THE SOLE PROPERTY OF TONGAL OR ITS ASSIGNEES – SEE OFFICIAL RULES FOR MORE DETAILS ABOUT OWNERSHIP OF ENTRIES. YOU MAY NOT PUBLICLY SHARE OR PUBLISH YOUR SUBMISSION IN ANY MANNER AND YOU MAY NOT POST OR UPLOAD YOUR SUBMISSION TO ANY WEBSITE OR VIDEO HOSTING SITE (INCLUDING, BUT NOT LIMITED TO, FACEBOOK, YOUTUBE OR VIMEO), WITHOUT THE PRIOR EXPRESS WRITTEN CONSENT OF TONGAL. FAILURE TO COMPLY WITH THIS REQUIREMENT MAY RESULT IN DISQUALIFICATION OF YOUR ENTRY IN THE PROJECT.

3. Submissions cannot contain any profanity, offensive language, nudity or otherwise objectionable material, the determination of which is solely at the discretion of Sponsor.

4. Submissions must not portray Sponsor in a negative way, the determination of which will solely reside with Sponsor.

5. By submitting to this project, you acknowledge that your work may become subject to public voting on the Tongal site. Public voting may be used to help the project sponsor determine the final rank order.

6. Limit 5 submissions per member.

7. You must be at least thirteen (13) years or old.

8. The Sponsor reserves the right to repost the contest at their discretion.

9. Winners must submit the standard Tongal W-9, Winner Affidavit, and IP Assignment.

10. See OFFICIAL RULES for additional contest information, terms and conditions. If there is any conflict or inconsistency between these requirements and the Official Rules, the terms and conditions of these requirements shall prevail.