Campus Security & Safety Committee

The Capstone AgencyCrosswalk Campaign

Our goals:

• Change the culture on campus from a community that occasioally uses crosswalks to a community that considers crosswalks essential to safety.

• Generate more awareness of the importance of using bike lanes on campus in order to create a safer walking, biking and driving environment on campus.

Our AudienceCurrent Students

• Students are in a hurry to get to class, and often use shortcuts that do not

include using crosswalks or bike lanes.

•College students are “indestructible”

•Students do not respond to scare tactics or negative messages.

Incoming Freshmen

• Incoming freshmen are impressionable

•They will create the next version of campus culture

Research

According to the student opinion survey, most students agree that crosswalks are important to safety on campus.

Students use crosswalks when they are convenient.

A common thread ran through all of the student responses: irritation with each other.

“When I’m driving, I hate pedestrians.

When I’m walking, I hate cars. But most of all, bicycles make

me want to scream!!!”

73%

Of students agreed that using crosswalks on campus is essential to safety.

45%

Of students agreed that cars should stop whether or not they were using a crosswalk.

61%

Of drivers are frustrated when pedestrians do not use crosswalks.

78%

Of drivers are frustrated when bikers do not use bike lanes.

The Campaign

Students will respond to a message that they can connect to popular culture.

The Beatles’ “Come Together” theme encourages students to work together to ease frustration between pedestrians, drivers and bikers.

The Campaign:

Increase student awareness of traffic laws involving pedestrians, bikers and drivers of all crosswalks and bike lanes on campus by 20 percent by November 2010.

Create positive attitudes associated with using crosswalks and bike lanes on campus by 10 percent by November 2010.

Encourage proper and safe use of crosswalks and bike lanes on campus by 5 percent by November 2010.

Awareness

Strategies

Educate students about the locations of crosswalks and bike lanes on campus.

Inform students of the need to use crosswalks and bike lanes on campus.

Drive traffic to the website to increase awareness of the need to use crosswalks and bike lanes on campus.

Tactics

Campus Map Yard Signs

Website

Press releases Feature storiesPosters

Mouse Pads Pens and Pencils

PromotionalItems

AttitudeStrategies

Make using crosswalks and bike lanes on campus seem essential to having a safe, peaceful day on campus.

Use promotional materials that make students want to come together to fix the conflict between drivers, pedestrians and bikers.

Reach out to incoming freshmen to increase positive attitudes among students who will mold campus culture over the next few years.

Tactics

Posters Stickers

Video

T-shirts Wristbands

Sunglasses Cups and Koozies

Collaborations

Move-in day

BehaviorStrategy

Offer positive reinforcement to students who use crosswalks and bike lanes on campus

Tactics

Street team

Stickers

Budget

$10,000• 210 shirts•400 wristbands•400 cups•400 coozies•125 mousepads•400 sunglasses•1008 pencils•400 pens•200 frisbees•400 stickers•2 rolls of cited stickers•Web site domain•All 4 posters

More than 20,000

impressions

Budget

$5,000• 80 shirts•200 wristbands•200 cups•250 coozies•75 mousepads•288 sunglasses•504 pencils•250 pens•200 frisbees•125 stickers•2 rolls of cited stickers•Web site domain•All 4 posters

More than 13,000

impressions

Budget

$1,000• All 4 posters• Web site domain• 125 stickers• 250 coozies

More than 3,000

impressions

Questions?

Our team

Allison Cook, Account Executive

Mary Katherine Blankenship, Assistant Account Executive

Amanda Aviles, Assistant Account Executive

Our sources

www.surveymonkey.com

www.customtees.com

www.4imprint.com