The VIA Group Launches Kick Start Initiative Targeting Maine Youth

VIA provides strategic and creative marketing communications direction for Kick Start, an initiative designed to ensure that all students in Maine graduate from high school ready for college, careers and citizenship.

Portland, Maine, December 26, 2006 – The VIA Group announced today that it has launched Kick Start, a statewide initiative targeting Maine students in grades seven through nine. An executive council named by the Maine Department of Education commissioner developed and administers the initiative. The Kick Start goal is to ensure that all students in Maine graduate from high school ready for college, career and citizenship. There are three components to Kick Start.

• Creative media campaign: Scheduled to launch in January 2007, the Kick Start advertising campaign will include TV, radio, Internet and community event components.
• Community partnerships: Kick Start has an initial group of 23 community/school partnerships in 13 Maine counties. An additional 27 Community Partnerships are expected to join the effort by early 2007–bringing the total to 50.
• Statewide partners: Kick Start is enlisting all associations that share their goal as statewide partners. By working with these partners, Kick Start can ensure that students, parents, communities and educators hear a consistent and clear message about preparing all students for college, career and citizenship.

VIA has developed strategy and marketing communications materials for the initiative, including television, print and online advertising, educational and promotional materials, a Web site, and a comprehensive public relations campaign.

Kick Start is largely funded through a National Governors Association initiative sponsored by the Bill & Melinda Gates Foundation. Kick Start also receives support from the Mitchell Institute’s Great Maine Schools Project.

“The opportunity to participate in creating an initiative that will benefit the future of Maine is a tremendous honor,” said John Coleman, VIA’s CEO. “Reaching young people throughout the state with a message that truly resonates with them has been a welcome challenge for VIA.”

VIA, one of New England’s largest independent advertising agencies, was awarded the Kick Start assignment last fall following a competitive review. The Kick Start assignment has been handled out of VIA’s Portland office.

About VIA

Founded in 1993, VIA is an agency with a long track record of helping companies grow by solving their toughest marketing, branding and advertising problems. The bigger the challenge the happier we are. Current clients include Analog Devices, TD Banknorth, HP Hood, Twisted Tea, CBS RADIO, Kick Start, Silverstein Properties, Monster, Dunkin’ Donuts, Cleveland Clinic and Arrow International, who are served from offices in Portland, Maine; Boston; and New York City. More information is available at www.vianow.com.