Century CouncilIMC Plan

“Real College, Real Life!”

MKT 440Larry VarnesDecember 4, 2008California State University, Northridge

Team 1

Emily RogersIvan Franco

Jennifer ProbertKeizo Watanabe

Steven Clark HensonShu-Fang “Jasmine”

Hsiao

Premier Advertising Agency

Agenda

• Problem identification & survey results• Targets

– College students and other stakeholders

• Communication plan– Objectives, strategies, and tactics

• Media– Traditional, non-traditional media, and

budget

• Creative plan– Big idea and creative execution

• Evaluation

Problem Identification

• Binge drinking/ overconsumption of alcohol

• Drunk driving• 21st birthday celebrations• Suicide, violent crime, assault• Rape, sexual irresponsibility

Survey Results

Targets : College Students

• 40% college students binge drinking• Age: 18~23 years old• Gender: males (50%), females (39%)• Race: White (44%), Native (41%),

Hispanic (31%), Asian (23%),African-American (23%)

Targets : College Students

• Reasons for binge drinking– Away from home– Peer pressure– Celebration– Relaxation– Boredom– Social purposes– Psychological problems

Targets : College Students

• Other factors– Past habit in high school– Family history

• Opinions about binge drinking– It’s a part of the college culture– It’s not a problem with alcohol

consumption.– Alcohol is not important at a party (58%)

Targets : Other Stakeholders

• Who they are?– Parents/family, community, faculty,

organizations

• How does drinking affect them?– Parents/family: depression, alcoholism, death– Faculty/staff: falling grades, class participation,

and absences– Community: noise, victims of dangerous

behaviors– Organizations: may intervene when families are

coping with a loss or educating the community (i.e. MADD)

Targets : Other Stakeholders

• Communications Effectiveness– Imperative to use ad

campaign that is unique– Many campaigns exist

that already address issues affecting teens and young adults.

– Must break through barriers: zipping, zapping, and pre-conceived notions

Communications Plan : Objectives

5 30 50 60 90

4. Taking active steps to changing their lifestyle

5. Alcohol-free alternatives in one year

3. Finding alternatives ways to substitute binge drinking

2. Finding alternatives ways to substitute binge drinking

1. The negative effects of binge drinking

Communications Plan : Strategies

• Objective One– “Real College, Real life”– Traditional media

communications– Non-traditional media

communications– Repetitive advertising

• Objective Two– Emotional and fear

appeals– Inherent drama

Communications Plan : Strategies

• Objective Three– Alternatives to binge

drinking

• Objective Four– Promotional events – Celebrity endorsements

• Objective Five– Specific events – Programs and activities

Communications Plan : Tactics

• Tactic One– Commercials on CBS,ABC, and NBC also MTV– Post billboards – Host promotional events

• Tactic Two– “Real college, Real life”– Creating a picture of healthy life style– Documentary– Adult consequences

• Tactic Three– YouTube video contest – Basketball slam dunk contest with the Lakers

Media : Traditional

• Television– CBS, NBC, ABC, MTV– 30 seconds

• Radio– National, local, and

university radio stations– 15 seconds

Media : Traditional

• Billboards

Media : Traditional

• Internet– YouTube, Facebook, Myspace– NY Times, LA Times, CNN, USA Today

• Direct mail– Pamphlets, promotional events

Media : Non-traditional

• Drunk-driving exhibits– Co-op with MADD and Allstate Auto

Insurance– Survey sweepstakes to win free textbooks– Play recurring video during school day

Media : Non-traditional

• Documentary - 3 stories1.Male basketball player2.Freshman female sorority girl3.Female honors student, 21st birthday

Media : Non-traditional

• Slam-dunk contest– Hosted and judged by the LA Lakers– Co-op with Nike and 24 hour fitness– Ages 15-23, men and women– 2 sections, 3 rounds each– Male and female winners of both sections

will receive $1,000 scholarship– Booths and activities for spectators

Media : Non-traditional

• YouTube video contest– Ages 18-23– Max 10 minutes– Creativity encouraged– Held in June – Top 3 will win free college text

books for a year– Winner will also receive $2,000

scholarship– Judged by various community

stakeholders

Budget

EXPENSE COST

TVRadioBillboardsInternetDirect MailSlam-dunk contestDocumentaryExhibitYouTube Video ContestEmployeesR&DMisc

4,000,00050,000

1,000,00050,000

500,000500,000500,000500,000500,000500,000

1,000,000900,000

TOTAL 10,000,000

Creative Plan : Big Idea

• “Real college, Real life”– Own experience is the best medium– College is not an excuse– Other alternatives – “Classy drinking”

Creative Plan : College Students

• Sports events, celebration/socialization• Documentary, drunk-driving exhibit,

video contest• Problem: 75% drive drunk (surveyed)

Creative Plan : Faculty

• Not a joking matter!• Plans

– Educational seminars

– Mandatory alcohol awareness courses

– Guest speakers– Informational

materials

Creative Plan : Parents

• Part of the problem• Want to be friends with young adults,

provide endless excuses, etc.• Plan: slam-dunk contest, judge video

contest, attend seminars

Creative Plan : Final Goal

• Can still have fun• Can still drink• As well as remember

the night before!• “Real College, Real

Life” = Classy drinking, not binge drinking

Evaluation

• Timeframe– Pre-test and post-test (O1 X O2)

• Qualitative and quantitative analysis– Specific measures and surveys

Evaluation: Pre-Test

• First step of pretesting– Concept testing

• Focus group– Rough art, copy, and commercial

testing• Focus group and in-depth

interviews– Pretesting finished

advertisements • Theater test and on-air test

Evaluation: Post-Test

• TV commercials– Nielsen commercial rating

program– Day-after recall test

• Radio– AQH, AQH RTG, AQH SHR and

Cume provided by Arbtorn’s Radio Rating Service

Evaluation: Post-Test

• Billboard– Measuring traffic flow where

the billboards have been posted

• Internet– Internet-specific measures

• Click through rate (CTR)• Time spending• Page request

Evaluation: Post-Test

• Online surveys via e-mail– Designed to measure the awareness of our

TV and radio commercial– Designed to measure the attitudes toward

binge dirking– Incentives to increase response rate.

(Sweepstakes to win $1,000)

• Benchmarking– Measuring the number of reported binge

dirking before and after the campaign

Thank you !!