WEBMO

Strategy Proposal · Donor, Parent and Student Campaigns

Your credit, their career, built right here in Tucson.

A WebMO strategy for JTED and the Potoff Foundation: five named campaigns that reach donors and taxpayers, parents and students, with a Meta-led launch in January 2027 and no public activity before then.

Prepared For

JTED and the Potoff Foundation

Attention

Bill Shaw

Prepared By

Kyle Wilson, WebMO

Date

October 28, 2026

1 · Who We Are

A Tucson agency with local results to show.

WebMO is an Arizona-based, data-driven marketing agency. For more than 15 years we have helped organizations grow through measurable work across paid search, paid social, email, content and marketing automation. Our team of 30+ works as an extension of yours.

15+

Years in digital marketing

500M+

Impressions managed

30+

Team members

Google PartnerMeta Business PartnerGoogle AdsMeta AdsOrganic socialEmailReporting

Proof from our own work

Tucson events

Tucson Rodeo centennial

Social and digital promotion for the centennial celebration, which sold out. [DETAIL: KYLE TO CONFIRM]

Local brand

DM50

Ongoing digital marketing for a Tucson organization with a high local profile. [DETAIL: KYLE TO CONFIRM]

Social content

Volkswagen

Social content for Volkswagen, produced to brand standards and platform formats. [DETAIL: KYLE TO CONFIRM]

Local campaigns

Roughly 80% local political win rate

Candidates and measures we have supported locally have won roughly 80% of the time. [SOURCE AND DATE RANGE]

A prior Tucson push: a local campaign we ran produced 400 applicants. [CLIENT, PROGRAM AND TIMEFRAME]

Our team on this engagement

Role	Name	Focus
Engagement lead	Kyle Wilson, Senior Partner and Director of Digital Marketing	Strategy and executive contact
Paid media lead	[NAME]	Meta, Google Search and YouTube ads
Content lead	[NAME]	Video, student stories, organic social

2 · Who We Reach

Two fronts, four audiences.

The work runs on two fronts at once: funding for JTED programs, and enrollment. Each front has its own audiences, its own platforms and its own message.

Front 1: Giving Donors and taxpayers

Donors and investors, 55+: larger gifts, reached through seasonal social campaigns that start after the November 3 election.
Taxpayers, 30-65: the Arizona public school tax credit is capped at $200 single and $400 joint, so it suits a broad audience, not only older donors.

Front 2: Enrollment Parents and students

Parents, 30-50: their kids are 13-18, and they compare costs and outcomes before choosing a path. Reached with data-driven paid social and search.
Students, 13-18: reached through organic, content-led work on TikTok, Snapchat and YouTube. Ad limits apply to under-18s, so students are not paid-targeted.

How the audiences map to platforms

Audience	Age	Lead platforms	Approach
Donors and investors	55+	Meta	Paid, seasonal
Taxpayers	30-65	Meta, Google Search	Paid, before filing season
Parents	30-50	Meta, Search, YouTube ads	Paid, numbers-first
Students	13-18	TikTok, Snapchat, YouTube	Organic, student-led

Why two fronts

Giving and enrollment feed each other: a visible, well-funded program draws applicants, and a full program gives donors something concrete to support.

3 · The Donor Hook

The tax credit leads the giving front, once it is confirmed.

The strongest message for donors and taxpayers is the Arizona public school tax credit (ARS 43-1089.01). Joint technical education districts count as public schools, so gifts made directly to JTED qualify, up to $200 for a single filer and $400 for a joint return.

What the credit covers

Fee-based activities, and career and technical certification assessment. It is a small, specific credit, so the copy says exactly that and no more.

What it does not cover

General operations. Gifts made to a foundation, including the Potoff Foundation, do not earn this credit, so giving copy points to JTED directly.

How we handle the offer

1 · Confirm before copy runs

We confirm eligibility, wording and the receiving entity with the Arizona Department of Revenue and JTED before any giving copy is published.

2 · Say it plainly

Every ad carries a simple callout: $200 single, $400 joint, with a link to the JTED giving page. [JTED GIVING PAGE URL]

3 · Keep larger gifts distinct

Larger gifts from donors and investors 55+ are a separate ask from the credit. The credit message never implies that a gift to any other entity qualifies.

Why it matters

A restricted credit routed through the wrong entity would misstate the offer. Getting the entity and wording right first protects JTED, the donors and the campaign.

4 · Campaign Themes

Five campaigns, one memorable name each.

Each message gets a name that is easy to remember and easy to repeat, so donors, parents and students recognize the work across every platform.

Campaign	Message	Lead audience
Your Credit, Their Career	The tax credit: direct, concrete, easy to act on	Donors and taxpayers
Built Here	Local jobs and debt-free careers, in Tucson	Donors, parents
Net Worth, Not Net Debt	Animated infographic: trade grads vs college debt, the opening hook	All audiences
Hands On, Heads Up	Day in the life, student stories	Students
Do the Math	Cost and return numbers, parent-friendly	Parents

Numbers we can stand behind

$29.5K-$37K

Average student debt for bachelor's graduates (EDI, 2026)

~$80K

Average annual pay for registered apprenticeship completers (US DOL, FY2023)

$24.3K

Average debt for Arizona graduates, 47% with debt (TICAS, 2019-20)

We use each figure with its source and year, and we do not claim that trades out-earn degrees, because no direct comparison exists. The pitch is simpler and stronger: a career that starts without the debt, in a job that is hiring here.

Opening hook

Kyle's animated infographic, trade-grad net worth against college debt, opens the "Net Worth, Not Net Debt" campaign and is cut to 15 and 30 seconds for reuse across platforms.

5 · Paid Channels

Meta leads, search and YouTube ads close the loop.

Paid media goes where WebMO is strongest and where each audience is already looking. Meta reaches donors and taxpayers together; search catches parents while they research costs.

Meta: Facebook and Instagram Donors 55+, taxpayers 30-65, parents 30-50

Your Credit, Their Career: a short video and carousel showing a JTED student at work, a plain $200 single / $400 joint callout and a link to the JTED giving page.
Built Here: local-employer testimonial reels and photo ads of graduates working in Tucson businesses.
Net Worth, Not Net Debt: the animated infographic as the opening video, cut to 15 and 30 seconds.
Do the Math: carousel cards with debt vs apprenticeship pay figures, plus a lead form for parents.
Targeting: donors 55+ and taxpayers 30-65 in the Tucson area for the first three campaigns; parents 30-50 for Do the Math. Students are not paid-targeted.

Google Search and YouTube ads Parents 30-50, taxpayers 30-65

Do the Math: search ads on queries like "trade school vs college cost" and "JTED programs near me," landing on a cost-and-return page. YouTube pre-roll carries the 15-second infographic cut.
Your Credit, Their Career: branded and tax-credit search ads in the weeks before filing season.
Targeting: parents 30-50 and taxpayers 30-65. Students are not ad-targeted.

A transparent fee, not a markup. We bill a clear management fee on ad spend. TV stations that resell Google Ads have been known to mark it up 100% or more. We show you the real media cost and our fee on every invoice. [MANAGEMENT FEE: KYLE TO SET]

6 · Student Channels

Where teens find careers: organic and student-led.

Students 13-18 already use YouTube, TikTok and Snapchat to research what comes next. Because ad limits apply to under-18s, we reach them with content, not ads, and let parents (30-50) see it as a secondary audience.

YouTube

Hands On, Heads Up: a "day in the life" series of 60-90 second student vlogs, plus longer program tours. Built Here: employer and graduate profiles on the same channel.

TikTok

Hands On, Heads Up: vertical day-in-the-life clips, first-project reveals and student-hosted program shorts.

Snapchat

Hands On, Heads Up: behind-the-scenes Stories and student takeovers from JTED campuses.

How the content gets made

1 · Students at the center

Real students, real shops and labs, real first projects. Unscripted beats polished with teenagers.

2 · One shoot, many cuts

Each shoot produces a long YouTube piece, vertical clips for TikTok and Snapchat, and stills and reels for Meta.

3 · Permissions first

Every student on camera is cleared through JTED's release process before anything is published.

Why organic

Organic posting avoids the under-18 ad limits, costs less per piece, and gives paid campaigns a library of real student footage to reuse.

7 · Timeline

A January 2027 launch, and nothing public before it.

We plan around the fall political season, when ad costs are high and screens are crowded. Preparation happens now; public activity starts in January 2027 and runs to mid-April.

When	What happens
December 4, 2026	Strategy deck delivered
December 2026	Joint strategy meeting; eligibility and wording for the tax credit confirmed with ADOR and JTED
December to early January	Media prep: student shoots, employer profiles, infographic cuts, landing and giving pages, tracking
January 2027	Public launch: Meta giving and parent campaigns, student content on YouTube, TikTok and Snapchat
Weeks before filing season	Branded and tax-credit search ads for Your Credit, Their Career
Mid-April 2027	Campaign wrap, results report and recommendations

Supporting pieces

Conversion landing page

One page per audience, with the giving link and a parent inquiry form.

Tracking

Conversion tracking on every campaign, set up before launch.

Reporting dashboard

A plain-language view of spend, reach, gifts and inquiries.

Reporting

A monthly report ends with what worked, what did not and what we change next. We commit to process and transparency, not to guaranteed gift or applicant counts.

8 · Investment and Next Steps

Clear fees, itemized by campaign.

Pricing is itemized by front and by platform. Amounts shaded yellow are pending final approval. Ad spend is billed at cost, separate from our management fee.

Item	Basis	Amount
Strategy and campaign setup	Creative direction, tracking, landing pages (one time)	[$ ____]
Meta campaigns	Management of the four paid Meta campaigns, per month	[$ ____ / month]
Google Search and YouTube ads	Management, per month	[$ ____ / month]
Organic video and social	Shoots, edits, posting across YouTube, TikTok, Snapchat	[$ ____ / month]
Animated infographic cuts	15 and 30 second versions	[$ ____]
Ad spend	Billed at cost; recommended budget by campaign	[$ ____ / campaign]
Additional work	Hourly, quoted in writing first	$130 / hour

Proposed next steps

Step	What happens
1. Review and confirm	Review at the December meeting; confirm credit eligibility, budget and campaigns.
2. Agreement	Scope, pricing and timeline go into one written agreement.
3. Prep and launch	Media prep through December, public launch in January 2027.

Terms

This proposal is valid for 30 days from its date. WebMO's liability is limited to fees paid in the prior 30 days. Client agrees to indemnify WebMO against third-party claims arising from client-provided materials. Either party may cancel with 15 days written notice; work completed through the cancellation date is billable. All work product becomes client property upon payment in full.

Acceptance

Kyle Wilson

Senior Partner and Director of Digital Marketing | WebMO, Data-Driven Marketing

Signature · Date

[SIGNER NAME]

[TITLE] | JTED / Potoff Foundation

Signature · Date

Questions: Kyle Wilson, kyle@web-mo.com, 520-623-9971.