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My ADPR 5950/7950 PR campaigns team who planned the Do It Legally campaign to fight illegal downloading on campus at UGA gave their client presentation on April 15. A video of the students presenting is available at http://www.viddler.com/sweetser/videos/24/ .
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• Problem facing College Campuses• Legislation Enacted
• RIAA• The University of
Georgia
• Surveys
• Legal Alterna
tive
Options
• Focus Groups
• Content Analy
sis
• Case Studies
of
Other Schools
~Academic Research(12 articles)~Media Coverage
(84 articles from College Newspapers)
To fully assess the current climate regarding illegal downloading and the attitudes towards potential consequences on the UGA campus
Message Testing-Apparent knowledge of Ruckus- Knowledge of legal issues- Simply economical to download illegally
Exploratory
Research and
Brand Testin
g
Results
- No illegal
downloaders?
- Orientatio
n
messages
- Overwhelmin
g
iTunes usage
“I know there are hundreds or millions of people illegally downloading and I am downloading so few. It is not anything.”
- Student in Russell Hall Focus Group
Key Messages~ Education through real consequences~ Honest not
intimidating~ Approachable
and authentic
Key Messages
~ a “cool factor” approach
~ legal alternatives are superior to illegal options
~ promoting attractive legal alternatives
Monday: Chapter PresentationsTuesday: Panel Discussion
Tuesday-Thursday: Classroom Presentations and Dining Hall Promotional EventsFriday: Campaign Promotion at Yung Joc concert, Black Lips concert and Girl Talk show
To pla
n and
execut
e a ca
mpaign
“pus
h week
”
Goal: To inform UGA students that
illegal downloading is an unac
ceptable behavior
Goal: To inform UGA students that illegal downloading is an unacceptable behavior
Tactics to
generate
traditional
media covera
ge:
- Press
Releases
to relevant
newspapers
Tactics to
generate social
media coverage
of the campaign
events and
messages: - Pitch to Blogs
- Twitter- Campus Listservs
Goal: To inform UGA students that illegal downloading is an unacceptable behavior
Tactics to promote
the campaign through social media outlets: ~Campaign Web site
~Twitter ~Campaign Blog~Facebook group~Online Videos
Tactics to promote the campaign though traditional publicity materials ~Informational rack cards~Branded campaign T-shirts and posters
Goal: To promote legal media downloading programs to UGA students
To increase
student
awareness of
Ruckus, as an
indicator of
legal
alternatives,
by
at least 5
percent by the
end of the
campaign
To increase the percentage of UGA student subscriptions to
Ruckus, as an indicator of use of legal alternatives, by 5 percent by the end of the campaign
Goal: To promote legal media downloading programs to UGA students
- Direction of
traffic to
Facebook and
Web site for
information in
all presenta
tions
and media
materials
- Inclusion of legal alternative information on Facebook group and
Web site- Giveaways and information from legal alternatives
Social Media - 233 Facebook Group
Members-289 unique visitors
to campaign Web site
(with 1,000 views)- More than 3,200 page views at Uga.edu/doitlegally- 27 followers on Twitter
- More than
3,300
Face to Face
impressions
with
UGA students
during
Push Week
- 1,700 impr
essions
through trad
itional
and social m
edia
publicity ma
terials
Panel Discussion- More than 1,100 potential social and online media impressions about panel event
- More than 70,000 potential traditional media impressions about panel event- 90 Students attended Panel
Program: Pre-Campaign
Survey
Post-Campaign Survey
Difference
Use of Amazon
20% 35.5% +15.5%
Use of iTunes
57.3% 73.1% +15.8%
Familiarity with Pandora
20% 38.7% +18.7%
Familiarity with Wal-mart Music
34.5% 55.9% +21.4%
Familiarity with Napster
57.3% 82.8% +25.5%
Familiarity with Rhapsody
43.6% 62.4% +18.8%
Familiarity with Ruckus
24.5% 45.2% +20.7%
Survey Measure Pre-Campaign Survey
Post-Campaign Survey
Difference
I plan to continue using programs like Limewire or Kazaa to download music for free.
3.90 2.44 - 1.46
I download media even though I know it is illegal.
3.46 2.53 - 0.93
I download media illegally using a UGA Internet connection.
4.38 1.55 - 2.83
I really do not believe I can get in real trouble for downloading illegally.
4.06 2.18 - 1.88
Even though I hear of people being fined for illegal downloading, I plan to continue downloading.
3.74 2.42 - 1.24
Recommendations
- General- Face to Face
Impressions- Social and Online Media- Campaign Web
site- Events
Recommended