MAKE SMARTCHOICES

A Campaign to Reduce Binge Drinking and Alcohol Abuse on Marquette University’s Campus

Funded by a NCAA Choices Grant

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Table of ContentsOrganizational History --------------------------- 2

Media Scan ------------------------------------------ 4

Environmental Scan ------------------------------- 7

SWOT Analysis ------------------------------------ 9

Identification of Issues -------------------------- 10

Target Audience ---------------------------------- 12

Objective 1 ---------------------------------------- 14

Objective 2 ---------------------------------------- 18

Objective 3 ---------------------------------------- 20

Objective 4 ---------------------------------------- 26

Timelines ------------------------------------------ 30

Evaulation ----------------------------------------- 44

Crisis Communication -------------------------- 46

Appendix ------------------------------------------ 47

Objective 1 Mock Ups ------------------ 46

Objective 2 Mock Ups ------------------ 52

Objective 3 Mock Ups ------------------ 54

Objective 4 Mock Ups ------------------ 56

Facts ---------------------------------------- 57

Survey -------------------------------------- 58

Contacts ----------------------------------- 62

Facts ---------------------------------------- 64

Budget -------------------------------------------- 68

Organizational HistoryMarquette University’s current approach to curbing the college binge drinking culture is to provide alternatives to parties and binge drinking. One of its well known programs is Late Night Marquette. Late Night Marquette is not advertised as an alternative to alcohol consumption, but many of the activities are offered during late night hours when students would be most likely to binge drink. Late Night Marquette’s mission statement, found on the Marquette website, states, “Late Night Marquette actively promotes a vibrant campus culture by collaborating with members of the university and Milwaukee communities to provide fun, innovative and inexpensive programming to students.” Its first goal is to “create places for students to gather and socialize during late night hours.” Marquette Late Night sponsors concerts on and off campus, discount movie nights at the Varsity Theater, excursions off campus and a variety of other events. Late Night Marquette coordinates with resident assistants in the dorms to spread the news about events to underclassmen. Marquette Late Night is also sponsored by MUSG, Alumni Memorial Union, Office of Residence Life, Office of Student Development, Recreational Sports and the Union Sports Annex.

Another Marquette program is the Office of Residence Life Hall Governments. According to the hall government website, its program model consists of goals to “belong, discern, engage and thrive.” Under “thrive” the goal is to educate students about the physical effects of alcohol and drugs. Student’s involved in the Residence Hall Association “serve as liaisons between their halls or apartments and the association by addressing the needs of the residents” (citation). RHA sponsors many campus events that give students an alternative to parties and

binge drinking. Some of these events include: Mission: Impossible, a scavenger hunt around the city of Milwaukee; HALLoween, an event where children from the community can trick-or-treat in the residence halls; and Lil’ Sibs Weekend, an event where students’ younger siblings can participate in activities with their older brother or sister and learn about Marquette.

Marquette also seeks to teach future students about alcohol and alcohol abuse before they start their freshman year. All incoming freshman are required to participate in an online alcohol education and prevention program called AlcoholEdu for College. Students take the online course and surveys anonymously. The course offers immediate and personalized feedback about students drinking habits and helps students make well-informed decisions about alcohol. Students then retake the survey after their first semester of school so that data can be compared. The 2009-2010 AlcoholEdu survey found that prior to their arrival on campus, Marquette freshman’s drinking rates are above the national average. It also found that “midway through the fall semester 39 percent of Marquette students reported drinking in a high risk way.” The AlcoholEdu survey also asked students why they choose to drink. The most popular answers to this question included: To have a good time with my friends (59 percent), to celebrate (56 percent) to be outgoing in social situations (34 percent), as a reward for working hard (29 percent) and to feel happy (29 percent). These results are useful because they determine the number of freshman who are drinking and the attitude behind their drinking. This information can be used to effectively gear our campaign towards those students who are regularly binge drinking.

While Marquette’s current programs offer good alternatives for students interested in those particular activities, they are not overly effective. According to the Core Alcohol and Drug Survey of 2009 conducted

Marquette University

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by the Marquette Office of Student Development, 50 percent of the Marquette student body drinks an alcoholic beverage at least one time a week. Of these students, 30 percent say they drink on average once a week, 18 percent say they drink three times a week and 2 percent say they drink five times a week. The AlcoholEdu survey taken after the first semester shows that most freshmen students increase the amount of alcohol they consume by the end of their first semester of college. It is obvious that a greater and more focused solution is needed.

Alcohol and Collegiate SportsAlcohol and collegiate sports unfortunately too often go hand and hand. According to the Higher Education Center for Alcohol and Other Drug Abuse and Violence Prevention, 77 percent of college athletes have used alcohol in the previous 12 months. They also report that athletes have significantly higher rates of heavy drinking than non-athletes. Among men not competing in intercollegiate athletics, 49 percent reported binge drinking in the two weeks prior to the survey, compared to 57 percent of male athletes. There is a similar difference in women’s drinking habits; 40 percent of non-athlete females reported binge drinking in the two weeks before the survey, compared to 48 percent of female athletes who reported the same.

There is a similar problem with collegiate sports fans. A study by Havard School of Public Health reports that sports fans are more likely to partake in binge drinking than non-sports fans. They found that among drinkers, sports fans were more likely to binge drink while drinking than non sports fans, they were more likely to have drank 10 a more times in the past month and sports fans found drinking to get drunk more important than non-sports fans.

NCAA Choices GrantThe heavy correlation between collegiate sporting events and alcohol abuse among college students inspired the NCAA to sponsor the Choices grants. Individual campuses are awarded up to $30,000 in funding over three years for the implementation of an alcohol related education and prevention program. Choices programs use athletics, student athletes or athletic related events to promote their prevention efforts. These campaigns are meant to target the entire student body rather than just athletes.

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Media ScanThe college drinking culture is a topic of concern and interest from small student-run newspapers to national news and research journals. The most recent topics involving alcohol have consisted of the concern over ‘alcopops,’ which are highly caffeinated alcoholic drinks, and the topic of how to reduce the dangerous consumption of alcohol and the drinking culture on college campuses.

In Oct. 2010, trying to reduce the sale of ‘alcopops,’ U.S. Sen. Charles Schumer (D-New York) asked the Federal Trade Commission to investigate the marketing tactics of companies producing ‘alcopops.’ According to Schumer, “The marketing of drinks Four Loko, Joose and others like them lead one to believe that manufacturers are trying to mislead legal-age adults while actively courting underage drinkers,”(Carey). The marketing of these products includes bright colored packaging, a high amount of caffeine and juice box-type flavors that attract the younger crowd. These ‘alcopops’ are seen as dangerous, according to many health experts, because the high level of alcohol (more than twice that of most beers) that is masked by the high amount of caffeine. Not only are these drinks dangerous, but also when mixed with Wisconsin’s high binge drinking rate, the result is more people willing to partake in high risk behavior. As a recent study found, done by three University of Florida professors, “patrons who mix caffeine and alcohol were three times as likely to leave a bar highly intoxicated and four times as likely to intend to drive home, compared to people who drank straight alcohol”(Carey).

Along with the marketing and advertising of ‘alcopops,’ James Pokrywczynski, a professor of advertising and public relations at Marquette University, felt there are relaxed standards related to wine and liquor advertisements on broadcast TV and cable. Allowing alcohol advertisers to reach a wide audience and influence drinking. The advertisements for wine and liquor also creates competition for beer, but as Michael Korpela, a professor in the College of Business Administration and a MillerCoors employee, suggested, that buyers alter their purchasing behaviors during tough economic times, meaning the competition is only for a limited time (Carey). This means that people who normally buy one brand of beer may switch brands or switch products all together. The effect this has on a college campus is students resorting to cheaper alternatives, such as Four Loko or cheaper liquors, causing students to become more intoxicated. The influence of advertisements on TV only furthers students’ interest in products and a product’s popularity. In Wisconsin, the cultural ritual of binge drinking has not changed since the Nov., 2010, “Federal Substance Abuse and Mental Health Service Administration release of a study that noted Wisconsin as still having one of the highest binge drinking rates in the nation,”(Campbell). As Jason Brame, communications coordinator at the Community Advocates Public Policy Institute of Milwaukee, suggested that this reoccurring designation of having the highest binge drinking rates could possibly be attributed to the ways in which Wisconsinites relate to alcohol, “The culture in the state plays to drinking in social situations. If you look at the numbers, evidence of that is lower than the national average age 18 to 25 don’t perceive danger in binge drinking, that statistic speaks volumes on how we relate to alcohol in Wisconsin,”(Campbell). Rick Romell, a reporter for the Milwaukee Journal Sentinel, viewed Wisconsin’s drinking culture, “almost like a religion,” even the people who he interviewed had that similar view. Chris Geldon, a 27-year-old supermarket manager

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from South Milwaukee, said in regards to Wisconsin’s drinking, “It’s who we are. It’s almost like there’s a drinking expectation, that we embrace it, that we can have a good time and its part of our culture.” Along with pedestrians, Wisconsin’s federal government observed the culture around drinking and it’s citizens, “No state observes the ritual [of drinking] more faithfully than Wisconsin. It’s not even close.” With even the federal government noting the culture around drinking, the citizens of Wisconsin may be confused by what is appropriate drinking and what is crossing the line.

On Marquette’s campus, the policies regarding alcohol are clearly spelled out in the 2010-’11 edition of the “At Marquette,” student manual, “ Violating the university alcohol policy. This includes but is not limited to such behaviors as underage students being in the presence of or using alcoholic beverages or any student being intoxicated on or off campus.” However, according to Tom Klind, a 2010 Marquette alumnus who worked as a resident assistant for three years and was interviewed for Matt Campell’s Patrolling the front desk article, there is little action being taken to enforce the policies, “In my three years as an RA in O’Donnell and McCabe, the DRs rarely—maybe two or three times—searched a bag. Otherwise, they always called the RA’s to do it, and it was only done a handful of times, maybe half a dozen.” Capitol Neighborhoods, Inc., a downtown Madison advocacy group, has suggested ways for college’s to curb underage drinking by creating a quota for under-aged citations issued a semester (White). Not only would a program like this hold those in charge for enforcing policies more responsible, students would also benefit by becoming more aware of the behavior that is expected on each campus. Dr. Richard Brown, a physician and CNI member, said, in regards to enforcing policies more readily, “students have to fear getting caught drinking for alcohol laws to serve as an active deterrent,”(White).

Along with colleges enforcing policies, Toben Nelson, an assistant professor in the epidemiology and community health division at the University of Minnesota, found that colleges need to take more control over the surrounding communities of their campuses. From Nelson’s study he found that, “only one-third of college communities were performing compliance checks for illegal alcohol sales, only 15 percent mandated server training, only 7 percent restricted the number of alcohol outlets, and only 2 percent raised alcohol prices,”(HealthDay News).

(Continued on next page)

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Because many students spend time off campus, it is important to have some control over the local establishments that sell alcohol, not only to make sure the establishments are enforcing drinking laws, creating consistency with school policies, but to also control the availability of alcohol for underage students. By monitoring local establishments, universities would be helping to enforce drinking age laws, which have been a strategy to control drinking for 75 years. Research shows that, although there is ways around drinking age laws, the laws have helped to keep binge drinking fairly stable from neither increasing or decreasing, “increases in binge drinking have been observed among adults aged 21 to 24 years have been more gradual and less consistent. Increases in binge drinking have been observed among adults 18-20 years has remained stable,”(Nelson).

Many universities have taken on new long-term campaigns to educate students about college drinking and to provide more alternative social activities. Elements of these campaigns focus on “strong campus-communication strategies, increased consistent enforcement of campus alcohol policies and the legal drinking age, and mandatory education for all incoming students”(Busteed). With these strategies, campuses like Indiana and Pitt, have seen a reduction in the frequency and severity of alcohol-related incidents, however, the campuses admit they have not solved the problem entirely. From AlcoholEdu surveys, Frostburg State has seen an increase in students abstaining from alcohol and being less interested in alcohol once on campus, this could contribute to either critics opinion that drinking has not changed, “rather has simply gone underground,” or the increase in sobriety could contribute to

students view of college as an opportunity (Busteed). Another strategy to reduce drinking and create an environment filled with less pressure to drink is the addition of substance free dorms and other special housing for students. This not only supports students who are not interested in drinking, but also provides those who have had substance abuse problems more support (Gilroy).

Marquette provides many alternatives to drinking, according to Marquette Tribune reporter, Matt Campbell, some of those activities include Late Night Marquette, MUSG After Dark, Residence Hall Association and Residence Hall sponsored activities. Along with those many options the MU campus provides, a social group on campus, “Sober Party Kids,” organizes events and speakers through Facebook. Even with these many alternatives, similar to Indiana and Pitt, MU has not been able to solve the binge-drinking problem entirely. Currently MU is working on developing a campaign through the NCAA Choices grant, which will allow them to target students directly and provide students with information about the risks and social factors that occur when participating in binge drinking.

Media Scan (continued)

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Environmental ScanThe drinking culture at Marquette University is well extablished by its surroundings. Marquette has two bars near campus; Caffrey’s and Murphy’s. Marquette is also located in Milwaukee, which is known for its breweries, and Miller Lite. With the downtown bars only a bus or cab ride away, it is easy for students to go out on any given occasion. The bars on campus know their target audience which is college students, so they tend to have specials throughout the night to entice students to drink more. For instance, each night at Caffrey’s there is a different special, so students spend less and drink more. The specials are: Monday - Trivia Night - $3 Big Beers, $3 Long Islands, $3 Barcardi Mixers, Spin the Wheel for great shot specials; Tuesday - Leine’s Night - $2 Leinies, $3 Bombs; Wednesday - Double Your Dough. Put $10 down, get $20 worth of Drinks; Thursday - Mug Night. Get your Mug for only $3.00. $2 Refill on Rails and Caffrey’s Light. Specials goes til 1; Friday - $4 Tall Pearl Mixers and Bombs, $3 Pabst and Schlitz Tall Boy $2 Soco Limes; Saturday - Old School Can Night - 4 for $5 Buckets $2 Old School Shots; Sunday - Ride the Rail Night $2.50 Premiums Import Taps, $2 Jamo Shots (Caffrey’s Faceboook Page).

The bars are very convenient because students do not have to go very far to get home. Most students live within walking distance, so no one has to worry about getting in a car to drive home. Murphy’s and Caf-frey’s compete with each other by trying to come up with different specials that will draw more people into their bar. The specials at Murphy’s consist of: Monday’s- Flip a quarter and win half off your total order; Tuesday’s- Come on in and pay $5 and get .50 cent Miller Taps all night! Wednesday’s- LIVE TURTLE RACE’S, Milwaukee’s Only Turtle Racing Bar! $5 Miller Lite Bucket Night, $3 You call it Bombs; Thursday- Beer Pong

League Night and Ladies Night! $1 drafts and Cocktails for the ladies, $3 Miller Pitchers, $2 Kamikaze; Friday- F.A.C. (Friday After Class) Progressive pitchers starting at $4 at 4, $1.00 cent tappers 10-1130; Saturday- $5 Vodka Red Bulls, $3 You Call it Bombs, $1 Pabst, $2 Miller Lites (Murphy’s Facebook page).

Both bars have a different “personality” about them which attracts a different crowd. Caffrey’s is more of a clean type of bar, where people tend to sit and have conversations yet dance if a good song comes on during the night. Murphy’s is a little bit dirtier, and there are very few seats, so everyone is brushing up against one another trying to get to the other side of the bar. Yet, when one special ends, most everyone moves to the other bar to catch the tail-end of the special before the night comes to an end.

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Environmental Scan (continued)

Dr. Joyce Wolburg talked about the research she found for college students. “The Risky Business of Binge Drinking: Insights into college students’ attitudes for anti-drinking campaigns,” is what she called her study. When people drink there is always that perceived notion that students are “invincible” meaning that nothing bad can happen to them. These attitudes and beliefs can be seen here on Marquette’s campus. There are many students that drink for the mere fact that they can have drunken memories and stories for the next days to come. People also drink to “excuse bad behavior.” There are a lot of perceived risks that were found in Dr. Wolburg’s research that compare to the risks that happen on campus such as: drunk driving, sexual experiences, fights, and physical injuries. Much of what Dr. Wolburg has researched can compare to what happens on Marquette’s campus regarding the drinking that takes place.

Binge drinking is something that most students do not realize they are doing because of how few drinks it takes to be considered binge drink-ing. For instance four drinks for a female and five drinks for a male in a 2-hour period is considered binge drinking. Well, when students go to the bar, they can easily drink more than four or five drinks because of the deals that are being offered. Also, when the specials are coming to an end, people tend to “stock up” so they have drinks that can last them the rest of the night. If there were no specials, not many people would go out because they would rather sit at home with a group of friends drinking a case a beer for about the same price. The drinking culture at Marquette has almost become a social norm. Students know regardless of their age that when the weekend arrives, that means it’s

time to drink, which means pre-gaming in the dorms or apartments, and then going out to the bars to continue the night. Pre-gaming is when students get together and drink some sort of alcohol before they go out to their destined place. Students will pre-game by playing games, listening to music, or just talking with friends. They drink until they are feeling tipsy and/or drunk, and then they will leave and go to their next destination.

There is a lot that can influence our campaign such as the drinking culture that we are surrounded in, the economy and the personal choices. Our environment is so influential, and being in the heart of downtown Milwaukee, there is so much that can influence the way and how much each student on campus drinks, without even realizing how much they are consuming until sometimes it is too late.

There is no way we can get people to stop drinking, but we can try to make people aware of their drinking habits and how binge drinking is irresponsible. It does not take much for people to binge drink and with the drinking culture that we are surrounded in; it takes a lot of effort to get through to people to make them realize the message that is being conveyed and hopefully have them change their behaviors.

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SWOT AnalysisAccording to the Blue & Gold survey, the majority of students at Marquette are highly involved on campus, whether students are in organizations, clubs or work on campus, which creates a connection to the campus. Student’s having a connection to Marquette’s campus allows the school to have more influence on student’s opinions.

Because Marquette Basketball is a huge attraction on campus, students would still attend games whether there was alcohol served or not. Student’s high involvement on campus will allow campaign messages to have a higher chance of being acknowledged and talked about. This will give the campaign an opportunity to reach more students and have more buzz generated about the campaign.

Strengths

WeaknessesBasketball is the most popular sport on the Marquette campus, with the highest attendance rate. Having the games at an off-campus facility where alcohol is served causes Marquette to lose control of how much students are drinking and makes it difficult for the school to enforce their policies.

Along with the inability to enforce their policies off-campus, the university has a difficult time enforcing the legal drinking age law at venues around campus. Bars, such as Angelo’s, are known for letting under-aged students drink alcohol. Marquette’s drinking policy is also rarely enforced, according the an Alumni who was a residence hall assistance, the people in charge of the dorms rarely, if ever, checked for alcohol on students.

The location of Marquette, in the mid-west, also creates a weakness for the school because the location is known for its heavier drinking. Milwaukee is also well known for its drinking culture, creating a stigma around the school and student’s drinking habits.

Opportunities

ThreatsStudent’s feelings toward MU non-alcoholic events may be difficult to change because many events, such as Late Night, are seen as childish or only for students who do not want to drink. The entrance of drinks, such as “alco-pops,” get students excited to drink and help to create a game around drinking. This threatens MU’s ability to distract students from drinking.

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The misuse of alcohol at Marquette University has been an increasing problem over the last few years. According to the results of the 2009-2010 AlcoholEdu summary, in the category of heavy episodic drinkers Marquette University is at 19 percent, which is 2 percent higher than the National Average at 17 percent. These problems, as well as others, have contributed to negative stereotypes toward the Marquette student body. In addition, the irresponsible drinking culture surrounding the campus is giving students false impressions of what it means to be a college student. The acknowledgement of these problems gives the university the opportunity to correct the distorted facts about Mar-quette’s drinking culture and create a safer learning environment. The “Make Smart Choices” campaign promotes responsible drinking practices for Marquette University students. The campaign focuses on alcohol education, non-alcoholic events and responsible drinking advocacy. Irresponsible drinking at Marquette is due to many internal and external factors that have to be taken into account when trying to find a solution to this problem. First, Marquette is located in an urban setting where alcohol has a demanding presence. The local Major League Baseball team and breweries are an important part of Milwaukee’s culture. Due to this, incoming and current students automatically think of alcohol when they think of Milwaukee and then connect those ideas with Marquette. Our primary research indicates that this is a very real issue. In our survey one student said, “It’s the #1 Catholic Party School in the country and we’re in Milwaukee. Drinking is part of the culture of the city and it is everywhere.” Second, students believe that since

they are in college it is normal for them, no matter what age, to indulge in alcohol. When asked in a recent survey how much of a problem binge-drinking is among Marquette University students, the majority of students answered that there was not a binge-drinking problem. One student wrote “not worse than any other universities.” Another student wrote “a slight concern, but I think it is the case at most colleges.” Third, Marquette is known for its men’s basketball games and many times students feel the need to overindulge in alcohol to enjoy the games better. The culmination of these problems lead students to create unhealthy alcohol habits. The problem of irresponsible drinking on campus gives the university a number of opportunities to change how students think and behave towards alcohol. The proposed campaign is called “Make Smart Choices.” The Make Smart Choices campaign aims at showing Marquette students that they are all capable of making responsible drinking choices and asks them to demonstrate that ability. The slogan for the campaign “You’re smarter than that” alludes to the fact that Marquette students are fully capable of knowing how far is too far when drinking and that they should exercise that knowledge. There are many programs and events that can be used to make students become more responsible when it comes to drinking. A few things that can be done in a responsible drinking campaign are increasing alcohol education as well as allowing students to engage in alcohol-free activities. A large number of the Marquette student body do not believe that binge-drinking is a problem, which contradicts the statistical information found in AlcoholEdu and

Identification of Issues

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other research. This misinformation results in many students thinking that blacking out or getting sick every weekend is normal for all college students. A campaign against binge-drinking will allow the university to show that this type of behavior is not normal and that practicing safe drinking is the preferred choice.

A public relations campaign is the best way to address this issue because it allows the university to communicate the true image of the drinking culture on campus. Public relations deals with the interaction between an organization and a number of different publics. The organization in this case is Marquette University and the public being the student body. A public relations campaign fits this situation because the objectives used will influence the audience in three ways: awareness, acceptance and action. This type of campaign is perfect for this situation because it focuses on creating a long-term understanding of responsible drinking habits.

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The first primary target audience of this campaign is current Marquette University undergraduate students. They are full time students (taking12 credits or more per semester) and have attended Marquette for at least a year. They are currently enrolled in an undergraduate program at Marquette. These students are primarily classified as white non-Hispanic (84 percent of the student body) and are not typically from the state of Wisconsin (67 percent of Marquette students are from out of state). Many of them rely on student financial aide (84 percent of students at Marquette have some form of financial aide). They are both male and female and ages range from 19 to 22.

Of the undergraduate students described above, this campaign will fo-cus heavily on the students that regularly binge drink. The CDC defines binge drinking as “a pattern of drinking that brings a person’s blood alcohol concentration to 0.08 grams percent or above. This typically happens when men consume five or more drinks and when women consume four or more drinks in about two hours.” According to our research, students that drink alcohol at Marquette typically drink on Friday and Saturday nights. Many students drink alcohol for the social benefit of spending time with friends, while others drink alcohol to unwind from a busy or stressful week. According to the Higher Education Center, a part of the U.S. Department of Education, students drink excessively for five main reasons: 1) There is a common belief that

excessive drinking is a normal behavior so many students consider alcohol abuse as a rite of passage, 2) there is a wide misperception among students of what constitutes “normal” drinking behavior. These perceptions lead to increased alcohol consumption as students drink more to try to “fit in” with their peers, 3) Many colleges and the surrounding area have lax enforcement of laws regarding alcohol consumption. We found in our research that students believe that DPS will warn them before the Milwaukee Police Department is involved, 4) alcohol is readily available. Many bars and liquor stores surround campus and often have little regard for underage drinkers, 5) Many schools lack alcohol- free options. Without these options, students are unaware that there are other ways to enjoy themselves without alcohol. The CDC reports that 90 percent of alcohol consumed by youth under the age of 21 in the United states is in the form of binge drinking and highest proportion of current drinkers that binge is 18 to 20 year old group.

Our research also found that many of these students are heavily active in student organizations. We found that 78 percent of students surveyed are active in extracurricular activities. Of these students 69 percent are active in two or more extracurricular activities and 36 percent are in three or more extracurricular activities.

Target Audience Primary Target Audience:Marquette University Undergraduate Students

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Our second primary target audience is the freshmen class of 2015. These students are recent high school graduates starting their first year of college. They are full time students (taking 12 credits or more per semester) and live in on campus housing. About 20 percent of students are “Legacy Students,” meaning that someone in their family is a Marquette alumnus and 20 percent of students are considered “Trailblazers,” meaning they are the first in their family to attend college. They are a smart group of students; 34 percent were ranked in the top 10 percentile and 55 percent were ranked in the top 20 percentile of their high school graduating class. They scored an average of 26 on the ACT. These students are also primarily white non-hispanic and a large portion of students is from out of state. They are both male and female and range in ages from 17 to19. As previously stated, according the U.S. Department of Education, many of these students will have pre-conceived notions of “normal” drinking behavior on a college campus. Because of these misperceptions, many of these students will be in placed in situation where they feel they need to drink excessively in order to fit in. A large portion of the freshmen class also place priority on consuming alcohol over their studies. USA Today reported that nearly half of freshman college students who drink spend 10.2 hours per week using alcohol. This is more than the average 8.4 hours spent studying.

An important secondary audience is the community surrounding Marquette University. According to Milwaukee.Wisconsin.com, the City of Milwaukee has a total population of 596,974 that is 52.1 percent White, 38.6 percent Black or African American and 12 percent Hispanic or Latino. Of the populations that is 25 years or older, 30.2 percent are high school graduates, 18 percent continued their education and obtained an associates degree or bachelor’s degree and 6 percent have a graduate or professional degree. The median household income of Milwaukee residents is $32,216.

Target Audience Primary Target Audience:Marquette University New Freshmen

Secondary Target Audience:Surrounding Community - Milwaukee

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Tactic 1: The campaign’s focus will be centered on the concept that MU students are intelligent and should be able to make responsible, smart decisions, especially when given the appropriate information. The slogan, “You’re smarter than that. Make smart choices,” not only connects students back to one of MU’s main values of being the difference, but also connects with the idea that MU students are smart and should be able to make responsible decisions when consuming alcohol. Along with the slogan, each advertisement will include statistics about MU student’s beliefs about the drinking culture on campus compared with health facts and/or contradicting facts to their beliefs. These statistics will be taken from the Blue and Gold survey results, Alcohol Education surveys freshmen are required to take and the Core Alcohol and Drug Survey.

Marquette will utilize the Photography Services department to cre-ate campaign imagery. This will reduce costs of production, while also giving campaign directors more control over the message and imagery being applied to campaign posters and advertisements.

Tactic 2: The use of a consistent logo, Make Smart Choices and slogan, “You’re smarter than that,” will be used strategically throughout the campaign in print ads (posters and newspapers), social networks, letterheads, promotional give a ways and events. By consistently placing the logo and slogan throughout the campaign and campaign materials, the Make Smart Choices campaign will be more recognizable and become more familiar on campus. By becoming more recognizable and familiar on campus, faculty and students will become more aware of the binge-drinking problem and this will create a consciousness about responsible drinking. On posters, the NCAA logo will also be placed primarily in the upper right hand corner to promote the sponsorship MU has with the association. This will help to recognize the grant and give partial credit to the financial role NCAA has in the campaign.

Tactic 3: The use of social networks: Facebook Fan or group page and Twitter, will help to communicate with students in the way that they communicate with each other. Two student interns, who will be found through Career Services and flyers placed in the College of Communications on MU’s campus, will control the social networks. The interns will encourage students and friends to link themselves to the campaign’s Facebook, “Make Smart Choices,” and Twitter “SmartChoicesMU.” The interns will also increase the following of Twitter users by having

Objective 1Create awareness around the issue of binge drinking, by increasing the number of students who feel binge drinking is an issue on the Marquette University campus by 15 percent by 2013. (Currently, 53.2 percent of students surveyed said they did not consider binge drinking to be a serious problem on MU’s campus, especially when compared to other university campuses.)

Strategy 1: Improve student attention to messages by using MU-specific message content and select channels that are credible and reach a large number of MU students.

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“SmartChoicesMU” follow other relevant twitter accounts. By increasing the amount of students linking their social networks to the campaign’s pages the campaign will be able to create a web presences that will help to establish our identity and generate interest among students. To help maintain interest, the interns will regularly update, about 3 times a week, each network with facts about alcohol consumption, events they feel students would be interested in and the special events and promotions the campaign hosts.

Tactic 4: Student interns will effectively place campaign posters in high traffic student areas on campus such as, the Brew, Marquette Place, Raynor Library, Memorial Library, The Bridge, College Bulletin Boards, The Annex, and Residence Halls. Each poster will be digitally uploaded to the social network sites via Twitter Pictures and Facebook photo albums. From the Facebook Fan/Group page, fans of the page will be encouraged to respond to the ads by giving feedback, which will help to guide the campaign in the next two years. By placing advertisements within the student environment physically and online, the campaign will have a wide reach and will make its presence noticed among the many different messages students receive on a daily basis. Having student interns place the posters will be the most effective way to make sure the posters are seen because the student interns will know the heavy traffic areas that will be the best for the campaign to be seen.

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You’re Smarter than that...

Alcohol impairs reaction time and hand-eye coordinationfor several days after consumption, putting you at a

high risk for injury during exercise.

MAKE SMARTCHOICES

Follow us at SmartChoicesMU

The Facts:

Objective 1 (continued)

Tactic 5: Strategic use of the Marquette Tribune will help ensure that students receive campaign messages because currently, according to the Student Media Kit, the journal reaches more than 14,275 undergrads and other Marquette affiliates with a readership estimated at 98 percent. Placing campaign messages from posters into ad space on Thursdays of the Marquette Tribune will be effective because it will help to remind students to drink responsibly during the upcoming weekend. Ads that will be placed in the Tribune will consist of quarter page, full color, which will help to gain more attention. These ads will run fall semester 2011 at the beginning, before Halloween and before finals. Spring semester 2012 ads will run at the beginning of the semester, before spring break and before finals. These dates are especially important because each is a time during which students will have a heightened interested in drinking, whether it is starting a new semester, a big party weekend or stress from finals.

In addition to placing ads, Make Smart Choices will send out press releases to local media, including the Marquette Tribune to gain reporter interest and possibly an article covering the campaign (See Objective 2 Strategy 2 and Objective 4 Strategy 1).

Tactic 6: The use of buzz marketing will be implemented in the campaign by placing small stickers that include the slogan, logo or icon and a fact or URLs to its social network sites, in unexpected places within student’s daily environment. These will be ordered and dispersed throughout the beginning of the first and second semester. Places interns may be likely to place stickers are inside freshmen orientation folders, on coffee sleeves at the Brew, Marquette Place to-go boxes and stickers will be utilized at promotional events. By placing the campaign in unexpected places, the main focus of the campaign to “Make Smart Choices,” will stay constant in student’s minds and will gain student interest in wanting to find out what Make Smarter Choices is promoting.

16

MAKESMARTCHOICES

facebook.com/MakeSmartChoices

Tactic 1: The premier campaign poster will debut Fall 2011 and will include a fact that resonates with student’s assumptions about the severity of binge drinking on MU’s campus and a contradicting fact. This fact will help to make students more aware of the severity of binge-drinking on campus, while also making them more aware of their own habits. Along with the fact, an image of an intoxicated, college-aged student, passed out will be placed on the poster to gain immediate at-tention. This image will resonate with many MU students because 1/3 of the campus is high-risk drinkers who most likely have had an experi-ence with passing out first hand or through their friends.

Tactic 2: The next campaign poster will be release in Nov. and will highlight the amount of money students spend on alcohol throughout their college career. The image will consist of a fridge full of beer, dem-onstrating where student’s money is going. This campaign message will resonate with students because the holidays will be approaching and their consciousness of money will be heightened.

Strategy 2: Improve student attention to messages by adapting message content based on student experiences during an academic year.

Tactic 3: The third campaign message will be released in Jan. and will focus on the effects alcohol has on the mind. This will be relevant to student because midterms will be approaching quickly and second semester is a time when many students try to improve their GPA.

Tactic 4: The last campaign message will be released in Mar. and will focus on the effects alcohol has on the body physically. The image will be of a college-aged student exhausted on a bicycle. This is appropriate because many spring sports, such as basketball, will be ending and many athletes choose to continue training during their off seasons. Focusing on the physical body will help to keep athletes more conscious of their alcohol intake, while also connecting with health concerned students.

17

Tactic 1: Create a pledge to encourage students to make smart choices. This will take place on October 19 from 9 a.m. to 4 p.m. which is during National Collegiate Alcohol Awareness Week which takes place October 16, 2011 through October 22, 2011. The pledge will target people who think binge drinking is already a problem, and it will go farther to reach out to people who may not think it is a problem. There will be bracelets that will be distributed out after students sign the pledge. The pledge will have the make smart choices logo at the top with a mini blurb as to what the pledge is all about. The pledge will ask the students to provide their name, their signature and an e-mail where they can be reached. The bracelet will simply say, “I make smart choic-es.” By wearing these bracelets it will be a token reminder for students to make smart decisions while they are out. The bracelets would be blue with the “I make smart choices” stamped into it. The bracelets can be ordered from http://www.bagwellpromotions.com/awareness-bracelets.html, and 5,000 bracelets will cost .48 each which would cost $2,400.00. Contact Marquette facilities to set up the tables for the event. During this event interns, active minds and student ambassadors

will sit under the bridge and work the event. In addition, collaborate with Sober Party Kids (a social network Facebook group for students on Marquette campus) and get them interested in our event and have them post National Collegiate Awareness Week on their Facebook page.

Tactic 2: Have intern highlight statistics from AlcoholEDU so students can see how binge drinking has become a problem for some students.

Tactic 3: Post flyers in the AMU and on the residence halls bulletin boards to get students to come out and sign the pledge. These flyers will give the place and time of the event. The intern will be in charge of posting these flyers in the residence halls and places where students frequent the most.

Objective 2Decrease the number of Marquette University students who binge drink by 10 percent by spring of 2013.

Strategy 1: Encourage students to take part in a pledge to make responsible alcohol-related choices.

18

Tactic 1: Collaborate with social awareness organization on Mar-quette’s campus, Active Minds, to host the National Collegiate Alcohol Awareness Week. The demonstration will focus on the people who have been affected by alcohol and will be asked to tie a red ribbon to a tree near the Raynor Library and Central Mall. This silent acknowl-edgement will continue for the week to demonstrate the amount of people affected by alcohol, creating awareness on campus that drinking irresponsibly can result in negative outcomes. On a sign, near the tree, there will be instructions for exactly what the ribbons represent and what to do with them, along with the Make Smart Choices logo.

Tactic 2: Interns will post facts or information about Alcohol related events, articles that may be of interest to students and general statis-tics about alcohol consumption found via the web, to social networks. Through the social networks these interns will also promote the visual demonstration and its importance in gaining awareness about the af-fects of binge drinking.

Tactic 3: Host a workshop during Alcohol Awareness week in a Marquette classroom. Potential guest speakers for workshop would include a speaker from the Milwaukee Police Department’s Community Service Division or a speaker from the Student Health Services Center. The speaker should cover the main signs of alcohol poisoning and the best ways in which to handle a person who has had too much to drink and the serious affects alcohol can have, while also allowing students to ask questions about alcohol related problems.

To help promote the workshop, interns will do chalk ads in high traf-fic areas on campus (outside of AMU in the front and back, outside of Raynor Library and near David Straz College of Business). The chalk ads should be short, stating time, place and what the workshop is for, along with using Make Smart Choices at the top. Simple flyers will be made, similar to the chalk ads, with basic information about Alcohol Awareness Week and the workshop. Each printed flyer must have Make Smart Choices logo placed somewhere on the sheet. These flyers will be placed in the entrance to all nine residence halls, in each of the four Brew locations, and will be placed in the entrance areas of library along with the 18 academic buildings.

Strategy 2: Encourage students to get involved in National Collegiate Alcohol Awareness Week by doing a silent acknowledgment demonstrating the amount of people affected by alcohol.

19

In the study “Pre-gaming: An Exploratory Study of Strategic Drinking by College Students in Pennsylvania,” William DeJong defines pre-gaming as a “practice that involves drinking alcohol prior to attending organized events or social activities.” In our primary research, our team asked students to name a Marquette sponsored event that they frequent the most. Out of 152 students surveyed, there were 102 students who answered sporting events. Out of those 102 students, there were 82 who specifically wrote basketball games. Another campaign group surveyed 103 students and asked if they were planning on pre-gaming before the Marquette basketball games. Out of the 103 students 54 of them answered yes. In addition to this, out of the 54 that answered yes, 44 students planned on consuming at least three to four alcoholic drinks before the game. From looking at the number above as well as personal experience there seems to be evidence of a large number of students binge-drinking before Marquette Men’s basketball game. This strategy aims at providing an alternative to pre-gaming before one of Marquette’s biggest game of year.

Tactic 1: To hold a pep rally the night before the Marquette vs. Notre Dame Men’s basketball game. Entertainment would include the Marquette Pep Band and the Marquette Spirit Squad, which consists of cheerleading, the dance team and the mascot. Basketball players would make appearances and encourage students to attend the game. Games such as Sumo Wrestling and a game called “Bike, Shoot, Score!” will be played to entertain students. Students who attend the pep rally would receive incentives such as free game day shirt or another giveaway based on what the Athletic Department and its partners (Baird, Northwestern Mutual and Direct Supply) deem fit. The sponsorship would be a great way for the partners to advertise and show their support for Marquette. This would also benefit the partners because they are engaging in social responsibility.

Tactic 2: Have the Al McGuire Center host the pep rally. The Al McGuire Center is a well known iconic aspect of the Marquette campus. Marquette Madness is held at the Al McGuire Center and this pep rally being similar would fit well in this venue. Logistically the Al McGuire Center is perfect for this event. The men’s basketball team, spirit squads and athletic staff are all familiar with the facility and the event coordinator will be able to reference previous events that have been held there. The Al has a 4,000 seat arena which allows enough space for the event.

Objective 3To have 40 percent of Marquette students attend non-alcoholic campus events by the end of the 2013 Spring Semester.

Strategy 1: Provide students with alternative options to pre-gaming specifically at a men’s basketball game

20

Tactic 3: A “Choice Game Day Ticket” will be handed out at the pep rally the night before the Marquette vs. Notre Dame game. Each student who attends the pep rally will receive a ticket. These tickets will then let students redeem prizes as a result of showing up early for the game the next day.

Tactic 4: Provide students with incentives to attend the pep rally as well as encourage them to attend the basketball game the following day. At the pep rally students will receive a free game day shirt or another type of giveaway. In addition to this, the first two hundred students who show up with their Choice Game Day Ticket before the gates open at the game will receive a special giveaway. The giveaways would be provided by one or more partners (Baird, Northwestern Mutual and Direct Supply). The Choice ticket will get students to the game during the usual pre-game hours. If students are standing in line, redeeming a prize and being entertained then they will be less likely to engage in alcoholic pre-game activities.

Tactic 5: Led by the Make Smart Choices interns, students will play games while they wait in line for the basketball game. After the Choice tickets are collected, the Make Smart Choices interns will continually move through the student line playing simple games. These games will be used to keep students entertained while waiting two or so hours for the gates to open. This could also contribute to whether or not they attend the pep rally and redeem their tickets the next time the event is held. People may not want to stand in line for two hours but if they have a chance to be entertained and win a prize while doing so they will be more inclined to attend.

One example of a game is the “Bucket Game.” This is where five cups or buckets are vertically lined up and the students try and get a ball in each bucket. Another game that could be played is the “Knot Game.” A group of four or five students get in a small circle and take a hand of the person next to or across from them and then they take someone else’s hand in the circle. The group then tries to untie themselves so that in the end the group is back into a circle.

A recent survey asked students how to deter pre-gaming. One student answered, “Offer pre game activities,” while another answered “They could promote activities aside from drinking before basketball games.” This option allows activities before the game to lower the chance that students will pre-game. For example, if the game is at 1 p.m. then stu-dents will be in line at least two hours before the game for the incentives. Therefore, students will have less time to pre-game before they come to the game.

21

Marquette vs. Notre DameSaturday Jan. 21, 2012

6 p.m. 346

Choice Game Day

Ticket

Tactic 6: Promotional material through the use of posters, advertisements in the Marquette Tribune, social media, flyers and sidewalk chalk will be used to generate awareness and buzz surrounding the event.

Three 11x17 posters will be positioned on the Marquette campus beginning a week before the pep rally. The same design will be used for all of the posters. The first poster will be located facing east in entrance lobby of the Raynor Memorial Library. This is so every student who enters and leaves the library will see the poster at least once. The second poster will be located in front of the Brew Bayou facing outward so that the people coming down the stairs will see it as well as the people entering from the east side doors. The third poster will be at the top of the center stairs on the second level of the AMU. It will face the west side doors. The posters will announce when and where the pep rally will be held as well as include Make Smart Choices logo at the bottom. The positions of the posters are based on the large amount of student traffic in those areas. Students are constantly moving in and out of the AMU and library so the exposure to this message will be extremely high. The posters are big enough to be seen from multiply angles in the rooms that they are placed.

One advertisement in the Marquette Tribune will run the day before the pep rally is held. Advertising in the Marquette Tribune allows the event to reach a large amount of the student body. The Marquette Tribune media kit guide lists circulation of 7,000. The advertisement will be a smaller black and white version of the poster.

Social media will be used to advertise the date and time of the pep rally as well as the information about the Choice ticket. Students who have subscribed to the Make Smart Choices Facebook and Twitter accounts will receive notifications a week prior to the pep rally as well as sporadically during the day’s right before the event. In addition to the Make Smart Choices social media, the Marquette Athletics Twitter as well as the Marquette Golden Eagles Facebook will post about the event. They will tweet and write a Facebook post a week before the event as well as sporadically during the day’s right before the event. Social media is a great tool to use because one message can reach a large amount of people in a very short amount of time.

Flyers will be used to advertise the pep rally as well. They will be distributed on doors, on bulletin boards as well as other strategic places around campus. This flyer will be the same design as the poster but in black and white. The flyers will let students who may not subscribe to our social media pages or see the other advertisements know when and where the pep rally is.

Sidewalk chalk is an easy and inexpensive way to advertise the pep rally. A week before the event a Make Smart Choices intern will write “Men’s Basketball Pep Rally: Friday 7 pm at the Al” in sidewalk chalk around campus. Some examples of where the messages will be written are in the central mall and in front of the west side of the AMU. These messages will be able to reach a large amount of students because they will be able to see them while they are walking to and from class.

Objective 3 (continued)

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The Varsity Theatre is a great tool help engage students in non-alcoholic sponsored activities. In the past the Varsity Theatre has been used to show movies on the weekend as well as hold music concerts. It is conveniently located at the center of campus where all students have easy access. Since the Varsity is overseen by the Student Development the facility can be used for free. The cost’s that need to be accounted for then are the technology fee as well as the staffing for each week’s events. The technology fee is thirteen dollars an hour. This money goes to the projection costs. Additional costs will be the hiring of an event coordinator who will oversee all the responsibilities regarding this program as well as two employees.

Tactic 1: The Varsity Theatre would screen one popular cable or broadcast show each week in order to offer fun non-alcoholic options for students. At the beginning of the 2011 Fall Semester, the five most popular shows, based on a survey given the prior semester, will be assigned a random one through five number. Only one show will air a week. The show assigned the number one will air first and then the next week the number two show will air. This will go on for five weeks. Once every show has been shown at the Varsity the whole process will start over again with the number one show airing the week after the number five show.

An event coordinator will head the program. The hiring of event coordinator will be decided based on the discretion of Student Development. The coordinator will oversee all events as well as be responsible for two employees. These employees will be hired at the beginning of the 2011 Fall Semester. The employees will be responsible for counting how many people attend the weekly event as well as greet and entice people to come back the next week.

In order to determine which shows to use, a survey will be distributed at the end of the 2011 Spring Semester. The survey will be administered through SurveyMonkey. The survey will list the top ten television shows at that time. The students will be asked to choose which five shows that they would like to view at the Varsity. These results will then be tallied and the top five shows will be shown in the upcoming Fall Semester.

At the end of the 2011 Fall Semester another survey will be administered to students listing the top ten shows at that time. Students will then be asked again to choose what shows they would like to view at the Varsity for the upcoming Spring Semester. The survey would again be administered through SurveyMonkey. Along with this survey there will be an added comment section where students will be asked to offer input as to what aspects of this program they would like to keep, improve or change.

Strategy 2: Utilize the Varsity Theatre as a social gathering place creating an alcoholic-free atmo-sphere where students can enjoy themselves.

23

Tactic 2: The Varsity Theatre would also screen Monday Night Football games throughout the 2011 Fall Semester and into the beginning of the 2012 Spring Semester. This schedule would then begin again in the 2012 Fall Semester.

A game of the week will be played every Monday night throughout the 2011 Fall Semester and then beginning again the following NFL football season in the 2012 Fall Semester. Games will begin at the start of the second week of NFL football season. The program would end that semester with a Super Bowl viewing party. Students would be encouraged to bring a dish to share during the game. Tables will be set up in the lobby of the Varsity Theatre where the food will be placed.

Students will be alerted of who is playing that night and what time the game starts via The Make Smarter Choices Facebook and Twitter pages. Also, the admission will be free so students will be able to enjoy the football game with their friends in an alcohol free environment.

The Marin Institute reported on a 2002 Harvard School of Public Health College Alcohol Study regarding the connection between college sports fans and alcohol. The study found that “of more than 14,000 college students at 119 four-year colleges…53 percent of sports fans usually binge when they drink, compared with only 41 percent of male and 37 percent of female nonfans.” The advantage of having Monday Night Football viewing is that it creates a fun environment while decreasing the chance that students will binge drink.

Tactic 3: The Varsity Theatre would also be used to screen an away Big East Men’s basketball game. The game would be aired sometime in January or February depending on the basketball schedule. An additional option will be determined it Marquette makes it into the NCAA tournament. In this case the Varsity would also show the Marquette tournament game(s).

Tactic 4: Use the Varsity Theatre sign, flyers and sidewalk chalk to promote television shows that air that week at the Varsity.The Varsity Theatre sign will advertise the television show playing that week. On Sunday night a Make Smart Decisions intern will help display on the Varsity Theatre sign what show will be playing that week as well as what time. This advertisement will allow passer bys who may not see the flyers know when and what television show is playing that week.

Flyers for television shows at the Varsity will also be used. The flyer design will be reused every week with only the name of the show, day and time changed. The flyer should contain the names of the some of the shows viewed at the Varsity in an eye-catching way. The flyer should also have a movie screen near the bottom to showcase the show of the week. It would also be in black and white. On Sunday night the Make Smart Choices interns will place the flyers around well trafficked areas on campus.

A special promotional flyer for the Varsity will be displayed at the end of the 2011 Spring Semester. This flyer will tell students that something big is coming to the Varsity Fall 2011. It will be used to stir up buzz

Objective 3 (continued)

24

surrounding the events that will be coming up at the Varsity.Sidewalk chalk will also be used to advertise for the television shows. The Sunday before the show of the week airs, a Make Smart Choices intern will write the name of the show in sidewalk chalk around campus. Some examples of where the message will be written are in the central mall and in front of the west side of the AMU. These messages will be able to reach a large amount of students because they will be able to see them while they are walking to and from class.

Tactic 5: Promotional material through the use of flyers, social media and sidewalk chalk will be used to generate awareness of the Monday Night Football game that airs that week at the Varsity.Flyers will be used to advertise the Monday Night Football games. The flyer design will be reused every week with only the teams and possibly the time changed. This flyer will be in black and white. On the Thursday before the game, Make Smart Choices interns will place the flyers around well trafficked areas on campus.

Social media will also be used to advertise the date and time of the game each week. A Make Smart Choices intern will use Facebook and Twitter to send a message the day of the game. This will allow students to be reminded to attend the event.

The sidewalk chalk is an easy and inexpensive way to advertise the Monday Night Football games shown at the Varsity. The Thursday be-fore the game a Make Smart Choices intern will write a message such as “Packers vs. Bears game 7 p.m. Monday at the Varsity” in sidewalk chalk

around campus. Some examples of where the message will be written are in the central mall and in front of the west side of the AMU. These messages will be able to reach a large amount of students because they will be able to see them while they are walking to and from class.

25

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Tactic 1: In order to create an alcohol education program during freshmen orientation, a partnership with both the Residence Hall Association and Orientation Staff must be established. Brian Anderson and Katie Simet would hold a meeting with representatives from both RHA and Orientation Staff in the spring. During the meeting, Brian and Katie could discuss the collaboration and what they would like the members of RHA and O-Staff to accomplish. A group of students who participate as O-Staff would be asked to become educators for the alcohol education program. They would be trained through the TIPS for University program. It is important that students teach the program because we believe that peer education is the most effective way to reach students. RHA would be asked to relay information about on campus events through Residence Assistants to the students in the dormitories. The meeting would also allow the representatives from RHA and O-Staff to contribute their own ideas for the program that could serve their individual needs. By showing interest and coming up with a plan that benefits all parties, a more effective collaborative effort can be maintained.

Tactic 2: The education program that will be used is called TIPS for University. TIPS stands for Training for Intervention Procedures. The TIPS for University program is a two-hour program that focuses on teaching students how to prevent intoxication, drunk driving and underage drinking among their peers. Students will go through three main sections of the program.

The first section of the TIPS program is titled Information. In this section, a video presentation is followed by a discussion that covers basic information about alcohol, its effect on people and intervention strategies. Some topics of the first section include: behavioral cues, blood alcohol content, absorption rate factors, effective responses, state-specific information, university-specific information and creating a responsible environment. This section can be tailored to meet the specific needs of the university.

The second section of the TIPS program is titled Skills Training. In this section, students watch videos that show students in alcohol related situations. Using the information they learned in the first section, students evaluate and rate the behavioral cues of the intoxicated person and the responses of the intervening person in the video. The goal of this section is to not only use the information they learned previously, but also to allow students to justify the rating they chose.

Objective 4Create awareness of how to properly handle the adverse consequences of alcohol consumption among 40 percent of the 2011 incoming freshmen class.

Strategy 1: Create a Marquette sponsored alcohol education program during orientation that teaches incoming freshmen about responsibly handling alcohol related situations.

26

The third section of the TIPS program is titled Practice/Rehearsal. In this section, students participate in role playing exercises to demonstrate their ability to effectively and responsibly intervene in difficult alcohol-related situations. Students will use the strategies they have learned in the program to effectively demonstrate how to handle each situation. This section lets students receive feedback from both the certified trainer and the other participants in the program and allows them to develop their own skills and confidence.

Although there are current efforts on campus to educate students about alcohol consumption (e.g. AlcoholEdu, DPS warning and ride-alongs, etc.), we believe this program is the best way to coordinate and collaborate the most important aspects of each of the existing programs. TIPS, unlike AlcoholEdu, requires supervised student interaction. One of AlcoholEdu’s flaws is how easy it is for students to be inattentive. By participating in the TIPS program, students are placed in a learning environment with fewer distractions. TIPS can also include information from other campus programs (e.g. DPS, Student Health, Residence Life) to create a collaborative effort to establish responsible drinking habits. Tactic 3: Ten students participating in Orientation Staff would be asked to participate in training to become TIPS for University certified educators. Students who sign up to be a part of Orientation Staff would be asked to indicate whether they would be interested in becoming a peer educator promoting responsible drinking habits. Students that in-dicate that they are interested would be asked to attend a brief meeting with Brian and Katie to discuss what being a TIPS for University

certified educator requires. If more than ten students indicate interest, Brian and Katie could conduct brief interviews with each student to determine who would be the most appropriate candidates. The stu-dents chosen to become TIPS educators would attend a one-day closed training session before orientation. This session would be from 8 a.m. to 6 p.m. with a break for lunch. The training session would be held in a classroom equipped with a TV or projector, a VCR and a white board or chalkboard. Students who are trained as TIPS educators are certified for up to a year. If a student wishes to maintain their certification it can be renewed yearly by taking an online recertification course.

Tactic 4: A group of about 200 to 250 freshmen would participate in the pilot of the TIPS for education program. Each of the O-Staff members trained to be TIPS Educators would integrate the TIPS for University seminar into their orientation plan with their orientation group. Orientation groups consists of 20 to 25 freshmen. When and where the education program would be held in relation to other orientation activities would be determines by Brian, Katie and representatives from O-Staff. By using the program with a sample of students, Brian and Katie have the opportunity to evaluate whether the TIPS program is effective and something they would consider continuing in the future.

27

Tactic 5: The effectiveness of the TIPS for University seminar would be evaluated through surveys given to students both before they participate in the seminar and after it is finished. Survey questions would include demographic info (e.g. age, gender, dorm they live in, where they’re from, etc.), evaluative questions to show their knowledge of binge drinking and opinion-based questions to learn what the freshmen class thinks about binge drinking. The survey would be distributed using SurveyMonkey.com or an equivalent website. Students would be asked to take the survey the first day of orientation, before they participate in the TIPS for University seminar. The students would be asked to take the same survey three months later to evaluate whether they retained the information they learned and if any of their opinions have changed. A control group of approximately 50 randomly selected freshmen that are not participating in the TIPS for University seminar would also take the two surveys so the data could be compared.

Tactic 6: To generate interest from the surrounding community, a media relations plan would be implemented. The promotional intern would write and send a press releases to local media outlets in early Fall highlighting the new education program and how it promotes responsible drinking habits among incoming freshmen. For a list of recommended local media outlets, see the appendix.

Tactic 1: Student’s active in O-Staff, especially those who become certified TIPS Educators; members of RHA and freshmen who participated in the TIPS for University seminar would all be given the opportunity to become “Student Ambassadors” for the Make Smart Choices campaign. The most appropriate ways to offer this opportunity to O-Staff and RHA could be discussed in the meeting with representatives from both organizations. Our campaign team would recommend holding a brief informational meeting that summarizes the objectives and strategies of the Make Smart Choices campaign that would be open to O-Staff and RHA. This would give students the opportunity to learn about the campaign and decide if they would like to be active volunteers. A similar description of the campaign could be given to freshmen students after they complete the TIPS for University seminar. If a student wishes to become a Student Ambassador, they would only need to provide their name and email address.

Objective 4 (continued)

Strategy 2: Keep students involved in the campaign by creating Student Ambassadors to disseminate information.

28

Tactic 2: A collaboration with Students Taking Active Roles would also be established to gain Student Ambassadors for the campaign. STAR is a leadership development program held in Fall for Marquette Fresh-men. Star participants have the option to attend a variety of community service projects and seminars. A meeting with STAR coordinator Katie Trevey would be held in April of 2011 to discuss the collaboration. This way, both the campaign and STAR students could benefit from the partnership.

Tactic 3: A brief seminar would be held for STAR students explaining the campaign objectives and strategies as well as the potential volunteer opportunities. This seminar would be created in collaboration with the STAR organization to make sure that both parties’ needs are met. STAR students that attend the seminar would be given the opportunity to become Student Ambassadors.

Tactic 4: Student Ambassadors would receive a bi-weekly email with volunteer opportunities for the upcoming weeks. These volunteer opportunities could include marketing strategies (e.g. hanging up flyers, posting stickers around campus, telling friends about upcoming events, etc.) or volunteering for events (e.g. Alcohol Awareness Week Pledge, pep rallies, before game promotions, etc.). Brian and Katie could also hold a meeting with the student ambassadors at the end of each semester to discuss the student’s thoughts on the campaign. This could give very valuable insight to how students are reacting to the campaign, what is working and what needs to be re-evaluated. Student Ambassadors also have the potential to become a regular meeting student organization in the future, which would create an even more valuable resource for finding ways to combat the binge-drinking problem on campus.

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Spring 2011

(Objective 1)

Objective 1 Jan. Feb. Mar. Apr. MayStrategy 1: Improve student attention to messages by using MU-specific message content and select channels that are credible and reach a large number of MU students.Print and post Intern flyers: Graphic Designer, Promotional Assistant and Social Media Intern

Hire Intern: Graphic Designer, Promotional Assistant and Social Media InternCoordinate with Dan Johnson or Ben Schmidt to create imagery.Begin formating Fall semester campaign posters.Finalize Fall semester campaign poster design

Send campaign poster to PrinterCreate buzz marketing materials: stickers, football table pieces

Finalize buzz marketing designs

Send buzz marketing materials to printer

Distribute buzz marketing materialsInterns create social network sites and gain followers/friendsInterns promote and post to social media at least 3 times a weekFormat campaign poster one to fit quarter page ad space

Timeline: Objective 1

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Fall 2011 - Spring 2012

(Objective 1)

Objective 1 Aug. Sept. Oct. Nov. Dec. Jan. Feb. Mar. Apr. May

Strategy 1: Improve student attention to messages by using MU-specific message content and select channels that are credible and reach a large number of MU students.

Coordinate with InternsPost intern flyers to replace interns if needed (Graphic designer, social media or promotional)

Hire replacement internsDistribute Fall semester poster design throughout campusUsing same campaign poster template- develop new imagery and fact.

Finalize campaign poster 2Send campaign design 2 to printer (First week of month)Take down campaign design 1 (Between first and second week)

Distribute campaign poster 2Continue distributing buzz marketing material (Starting at end of August)Graphic Design intern modify campaign poster 1 to fit Tribune ad space size (First Week)Graphic Design Intern begin designing campaign poster 3

Finalize campaign poster 3

Send campaign poster 3 to printerInterns continue to promote and post to social media at least 3 times a week

Graphic Design intern modify campaign poster to fit Tribune ad space size

Use same advertisment

Campaign poster 2

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Fall 2011 - Spring 2012

(Objective 1)

Strategy 1 (cont) Aug. Sept. Oct. Nov. Dec. Jan. Feb. Mar. Apr. May

Advertising ContractAug. 30-Sept. 7

Have arranged and paid for Oct. 25

Have arranged and paid for Dec. 6

Send in advertisment

Latest by Sept. 9 1pm

Latest by Oct. 28 1pm

Latest by Dec. 9 1pm

Campaign advertisments runs Sept. 10 Oct. 29 Dec. 10Post intern flyers to replace interns if needed (Graphic designer, social media or promotional)

Hire replacement interns

Take down campaign poster 2

During first week back to school

Distribute campaign poster 3

Continue buzz marketing distributionUsing same campaign poster template- develop new imagery and fact for campaign poster 4

Finalize campaign poster 4

Send campaign poster 4 to printer

First Week in March

Take down campaign poster 3

First Week in March

Distribute campaign poster 42nd or 3rd week

Interns continue to promote and post to social media at least 3 times a week

Timeline: Objective 1

32

Fall 2011 - Spring 2012

(Objective 1)

Strategy 1 (cont) Aug. Sept. Oct. Nov. Dec. Jan. Feb. Mar. Apr. May

Graphic Design Intern- modify campaign poster to fit MU Tribune ad space

Campaign poster 3

Campaign poster 3

Campaign poster 4

Advertising Contract

Have arranged and paid for Jan. 24

Have arranged and paid for Mar. 7

Have arranged and paid for May. 3

Send in advertisment

Latest Jan. 27 1pm

Latest Mar. 10 1pm

Latest May 5 1pm

Campaign advertisments runs Jan. 28 Mar. 11 6-May

33

Timeline: Objective 2

Spring 2011

(Objective 2)

Objective 2 Jan. Feb. Mar. Apr. MayStrategy 1: NCAAW PledgeHave a meeting with Active Minds for both pledge and National Collegiate Alcohol Awareness WeekMeet with Sober Kids Party to discuss collaboration

Strategy 2: NCAAW Silent Acknowledgment

Hire interns for the following school year

34

Fall 2011 - Spring 2012

(Objective 2)

Objective 2 Aug. Sep. Oct. Nov. Dec. Jan. Feb. Mar. Apr. MayStrategy 1: NCAAW Pledge

Order I make smart choices bracelets

Set up/ make sure everything is in order for National Collegiate Alcohol Awareness WeekNational Collegiate Alcohol Awareness Week pledgeHave intern highlight AlcoholEDU statistics for pledgeHave intern design flyers for pledge

Have intern post flyers in AMU and residence halls to encourage people to sign the pledgeInterns, Student Ambassadors, and Active Minds will sit under the bridge encouraging people to sign the pledge as well as pass out bracelets.

Set up table for the pledge

Meet with Sober Party KidsHave Sober Party Kids post events on Facebook pageHave meeting with Active Minds in order to promote National Collegiate Alcohol Awareness WeekContact Sober Party Kids for the next semester

Hire new intern if needed

Strategy 2: NCAAW Silent Acknowledgment

Have students tie a red ribbon on treesHave interns post facts/find articles related to alcohol to promote awarenessFigure out who is talking at the workshop during Alcohol Awareness Week

Host workshop

35

Fall 2011 - Spring 2012

(Objective 2)

Strategy 2 (cont) Aug. Sep. Oct. Nov. Dec. Jan. Feb. Mar. Apr. MayInterns will do chalk ads and hang flyers regarding the workshopIntern will create press release and send it to social mediaInterns, Student Ambassadors, and Active minds will come together for the silent acknowledgement

Hire new intern if needed

Timeline: Objective 2

36

Timeline: Objective 3

Spring 2011

(Objective 3)

Objective 3 Jan. Feb. Mar. Apr. MayStrategy 2: Varsity Theater

Develp television show survey

Distribute television surveyHave intern design Varsity Theatre promo flyer

Distribute Varsity Theatre promo flyer

37

Timeline: Objective 3Fall 2011 - Spring 2012

(Objective 3)

Objective 3 Aug. Sep. Oct. Nov. Dec. Jan. Feb. Mar. Apr. MayStrategy 1: Alternatives to Pre-Gaming

Determine definite date of pep rallyMeet with athletic partners to propose free giveawaysHave a meeting with the spirit squads & basketball coach about event

Pick staff for event

Hold staff meetings

Create itinerary for the pep rallyDetermine the definite game the tickets will be used (corresponding with pep rally)Meet with athletic partners to propose free giveaways

Have intern design the ticket

Pep rally poster designed by internHave a meeting with the spirit squads & basketball coach about event (Meeting held a week before the rally)

Pep rally event

Print tickets (One week prior to rally)

Distribute tickets at pep rallyCollect tickets at pep rally and distribute prizes

Print posters

Display posters (Friday before rally)

Buy supplies for pep rally (streamers, balloons and chalk) (Wednesday before rally)

Make ad contract with Marquette Tribune (Friday before rally)

Submit ad artwork to Marquette Tribune (Monday before rally)

38

Fall 2011 - Spring 2012

(Objective 3)

Strategy 1 (cont) Aug. Sep. Oct. Nov. Dec. Jan. Feb. Mar. Apr. MayHave intern do sidewalk chalk promotion (Sunday before rally)

Have intern tweet and send out a facebook notification about the pep rally (Throughout the week of the pep rally)

Have intern print flyers for pep rally

Distribute pep rally flyers

Intern designs Choice Game Day Ticket

Print Choice Game Day Ticket

Strategy 2: Varsity Theater

Hire staff for Varsity Theatre

Analyze Spring surveys and decide what shows to use

Determine dates and times for the shows

Check to see that cable is availible at Varsity Theatre

Air the television shows at the Varsity Theatre (Shows begin the fourth week in September)

Update and redistribute TV show surveys

Check to see that cable is availible at Varsity Theatre

Hire the projectionistDetermine the times and schedule for the games

Air the MNF games at the Varsity TheatreOn Sunday's have intern help change the Varsity Theatre sign to display TV show of the week

39

Timeline: Objective 3Fall 2011 - Spring 2012

(Objective 3)

Strategy 2 (cont) Aug. Sep. Oct. Nov. Dec. Jan. Feb. Mar. Apr. MayHave intern designand update TV show flyer

Have intern design and later update MNF flyer

Have intern Tweet the game and show of the weekCreate and update MNF game of the week on Facebook pageHave intern write in sidewalk chalk the game and show of the weekHave intern distribute MNF flyers (Flyers will be distibuted the Wednesday before the game airs)

Air TV shows at the Varsity Theatre (Start airing shows the last week of January)

Analyze Fall surveys and decide what shows to airCheck to see that cable is availible at Varsity Theatre

Update television show survey

Distribute television surveyCheck to see that cable is availible at Varsity Theatre for Super Bowl Sunday

Air the Super Bowl Sunday gameDetermine date and time for Super Bowl gameCheck to see that cable is availible at Varsity Theatre for the Marquette game

Air the Marquette gameDetermine date and time for the Marquette away game

On Sunday's have intern help change the Varsity Theatre sign to display TV show of the week

40

Fall 2011 - Spring 2012

(Objective 3)

Strategy 2 (cont) Aug. Sep. Oct. Nov. Dec. Jan. Feb. Mar. Apr. May

Have intern design and update TV show flyer

Have intern update MNF flyer for the Super Bowl

Have intern Tweet the show of the weekPrint flyers for TV shows (Printed a week and a half before the show airs)

Print flyers for Super Bowl (Printed a week and a half before the Super Bowl)

Have intern write in sidewalk chalk the show of the weekHave intern distribute TV show flyers (Flyers will be distributed on Friday afternoon for the next weeks show)

41

Timeline: Objective 4

Spring 2011

(Objective 4)

0bjective 4 Jan. Feb. Mar. Apr. MayStrategy 1: Alcohol Education Program

Meeting with RHA and O-StaffCall TIPS for University to sign up for closed workshopRecruit students who have signed up for O-Staff to be TIPS EducatorsMeet with Students who indicated interest in being a TIPS Educator

Choose TIPS Educators

Meet with STARDevelop survey to give to students in the fall

42

Fall 2011 - Spring 2012

(Objective 4)

Objective 4 Aug. Sept. Oct. Nov. Dec. Jan. Feb. Mar. Apr. MayStrategy 1: Alcohol Education

Program

Train students to be TIPS Educators

(week before orientation)

Secure classrooms to hold orientation

seminars

Survey Freshmen students

Hold TIPS seminar for Freshmen

sampleIntern writes and sends out press

release about alcohol education

program

Evaluate surveys

Strategy 2: Student

Amabassadors

Seminar for RHA, STAR and O-Staff

about Student Ambassadors

Gather emails of students interested in

becoming Student Ambassadors

Email Student Ambassadors Meet with Student Ambassadors to

discuss campaign progress (end of Nov.

and May)

43

44

MakeSmartChoices will evaluate campaign effectiveness, using a variety of measuring and evaluative techniques. First, to evaluate campaign messages in Spring 2011, MakeSmartChoices will have interns monitor social networks. Interns will keep track of the increase or decrease of people following/joining the Twitter and Facebook pages, based off of buzz marketing materials placed in heavy traffic areas during the spring. In Fall 2011, interns will begin monitoring feedback about campaign posters through social media and by keeping track of any other media coverage. This will help in the understanding of what messages are effective and what messages do not work. To keep track of buzz marketing materials, interns will keep a record of where they placed materials and why. This will help in evaluating if the placement was effective and if needed what can be changed or what new interesting places can be utilized.

Evaluation

Objective 1

Objective 2To see the success of objective two, there will be a few things that take place. Strategy one consists of a pledge and in order to evaluate the success of that, the campaign will count the total number of signatures on the pledge sheet. Strategy two will consist of having a silent acknowledgement showing the effects of alcohol on students. In order to evaluate how successful the silent acknowledgement is, there will be a count of how many ribbons were cut, and then at the end of the event, the people who were running the event will subtract from the total. By doing this, it will show how many people have been affected by alcohol consumption. Along with strategy two, there will be a workshop that will cover signs of alcohol poisoning as well as alcohol related problems. To evaluate the success of the workshop and to see how many people attend there will be a sign in sheet. By having a sign in sheet, the campaign would be able to see if hosting this workshop has increased awareness to students on Marquette University’s campus.

In order to evaluate the success of objective three a few different measures will be taken, along with surveying. Strategy one involves holding a pep rally, using incentives to get students to games earlier and promotional material. In order to evaluate the pep rally, a count of how many giveaways that are used will give a number as to how many people attended. Also, each student who attends the pep rally will receive a “Choice Game Day Ticket” with a number on it. We can then assess if the pep rally as well as the Choice tickets were successful by how many

Objective 3

45

students show up with their tickets at the game the next day. The Make Smart Choices interns will collect the tickets at the game while students wait in line to enter, marking the time that those students arrived. This will give a good indication as to what time students got to the game and offers information as to whether they are coming to the game earlier instead of pre-gaming. These numbers will be compared to the next time the event is held. At the end of the campaign the attendance numbers will be looked at in regards to how many undergraduate students at Marquette actually participated. The evaluation of the promotional material used for the event will be done in a few ways. For social media, the number of people who say yes to the event invitation will be weighed against the final count of how many people show up for the pep rally. The print promotions will be assessed by how many people show up to the events. Strategy two involves showing television shows and NFL football games at the Varsity Theatre as well as promotional material. The evaluation of these events will be based on the attendance of students. The employees for these events will count how many students attend each event. This will give a good understanding of how many students are actually participating. In addition to this, the information will allow the event coordinator to see whether more or less programming should be used during next academic school year. A survey will also be sent out at the end of each semester asking not only what programs they wish to see, but also what could be improved. Other questions can be added to the survey if needed. The promotional material will be assessed the same way as Strategy one. At the end of the 2013 Spring Semester the total number of people who

attended the shows at the Varsity Theatre will be added together along with the number of people who attended the pep rally and those who used their Choice tickets. These numbers will be tallied first by academic year. With each academic year we will compare the total number of undergraduates to the number of people who showed up to the events. Then we will compare each academic year and determine whether or not we met our objective.

Objective 4Objective four evaluation will focus on freshmen that take part in the TIPS education program. Students who attend the program will take a survey based on their knowledge of alcohol related incidents and the proper ways in which to respond, experience with alcohol and their overall opinion of alcohol use on campus and the pressure they may feel to drink. Surveys will be taken once before and once about three months after the program to gauge the effectiveness of the workshop and if information taught was retained. The campaign hopes to see an increase in knowledge in identifying a risky level of intoxication, along with how to respond to those people. A way the campaign will decide, beyond survey numbers, how effective the program was, will be to conduct focus groups of the freshmen that participate in the program. This will help administrators to gain insight in what was an effective teaching method and what simply did not connect with the students.

46

Marquette’s Critical Incident Management Plan focuses on the safety and security of all Marquette students and staff. A major factor in this plan is to keep all entities related to Marquette aware of current events and problems on campus, along with the ways in which the university chooses to handle these. Each person in the Office of Marketing and Communication has a specific task in case of a crisis. One person would typically be the University Spokesperson, someone would monitor and update social media, others would handle other media contact, and lastly someone would handle the internal communications that would most likely be required.

In the case of a crisis, Make Smart Choices would have interns and ad-ministrators monitor social media to stay updated on what is being said/spread, however, the campaign would only post links and facts related to accurate information about the crisis. It is important to note that Make Smart Choices would never post controversial items that would contradict Marquette’s choice in handling a crisis.

In the case of a death, Make Smart Choices would post condolences to their social networks and encourage students to attend the memorial. The campaign would assist the university in any way it could to help students and faculty. At no time would the campaign take advantage of an alcohol related death to promote the campaign.

Crisis Communication

In the event there is controversy with campaign images, Make Smart Choice will utilize on-campus collaborations to strengthen appeal and will re-evaluate images to become more consistent with student needs. The campaign will also reduce buzz marketing materials, helping to decrease the amount of message exposure on campus. The interns will track social networks and position the campaign neutrally according to the feedback.

47

Appendix

Appendix: Mock UpsObjective 1

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Internship Flyers

48

MAKESMARTCHOICES

facebook.com/MakeSmartChoices

Over 150,000 college students develop alcohol-related hea

lth p

robl

ems

each

year.

Sticker Designs Facebook

Twitter

49

Appendix: Mock UpsObjective 1

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You’re Smarter than that...

The Facts:

58% of Marquette students

will spend over $2,500 on alcohol before they graduate.

MAKE SMARTCHOICES

Follow us at SmartChoicesMU

Campaign Posters

50

You’re Smarter than that...

Alcohol impairs reaction time and hand-eye coordinationfor several days after consumption, putting you at a

high risk for injury during exercise.

MAKE SMARTCHOICES

Follow us at SmartChoicesMU

The Facts:

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51

Appendix: Mock UpsObjective 2

52

!!!"#$%!&"#'()*+,)%&

This is a pledge to create awareness on binge drinking. I pledge to make smart choices when I am out with my friends. I will also encourage my friends to make smart choices.

NAME SIGNATURE E-MAIL (OPTIONAL)_______________________________________________________________

__________________________________________

______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

____________________________________________________________________________________

_______________________________________________________________

_____________________

_____________________

_____________________

_____________________

__________________________________________

_______________________________________________________________________________________________________________________________________________________________________________________________________________________________________

_____________________________________________________________________________________________________________________________________________________________________________________________

_____________________

____________________________________________________________________________________

I make smart choices

“I make smart choices” will be stamped onto the wrist-band. The format is similar to the Livestrong wristbands.

This is a representation of how our campagin bracelet is supposed to look.

Bracelet Design

Pledge Sheet

53

Come Together Under the Bridge

In honor of National Collegiate Alcohol Awareness Week, Oct. 16­22, 2011

from 2:30­4 p.m.

* Sign a pledge to create awareness on binge drinking for Marquette University students.

* Students who sign the pledge will receive an “I make smart choices” wristband.

* Students can also put a red ribbon around a tree to demonstrate the amount of peopl a�ected by alcohol, creating awareness on campus that drinking irresponsibly can result in negative outcomes.

Flyer for Alcohol Awareness Week

54

Appendix: Mock UpsObjective 3

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55

Pep Rally Poster and Choice Game day Ticket

Marquette vs. Notre DameSaturday Jan. 21, 2012

6 p.m. 346

Choice Game Day

Ticket

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Appendix: Mock UpsObjective 4

Marquette University

749 North 16th Street Milwaukee, WI 414.288.7130

MAKE SMARTCHOICES

For Immediate Release For More information:August 18, 2011 Brian Anderson 414.288.1412

Marquette Asks Students to Make Smart ChoicesAbout Alcohol and Binge Drinking

Milwaukee August 18, 2010… Marquette University announced today that select freshmen students will partake in a new alcohol education program called TIPS for University. The 250 randomly selected students will learn about alcohol, its effect on people and intervention strategies for alcohol-related situations. The trial of the TIPS program will take place during Marquette’s fresh-men orientation Wednesday, August 24 through Friday, August 26.

TIPS stands for Training for Intervention Procedures. The two-hour program focuses on three main sections: Information, Skills Training and Practice/Rehearsal. The Information section focuses on general information about alcohol and university specific alcohol policies. The Skills Training section teaches students about intervention strategies through hypothetical situations. The Practice/Rehearsal section allows students to create hypothetical situations for their peers to discuss the best way to handle them.

Marquette University is using the TIPS for University program as part of its Make Smart Choices campaign. The campaign, which began in the Spring of 2010, is aimed at reducing binge drinking on Marquette’s campus. The funding for the campaign comes from an NCAA Choices Grant. The NCAA developed the Choices Grant program to promote alcohol education on college campuses. Mar-quette hopes to decrease binge drinking through partnerships with student organizations and increased educational efforts. The TIPS for University program was developed by Health Communi-cation Inc. It has been implemented by over 1,200 campuses nationwide.

Make Smart Choices is Marquette University’s campaign to reduce binge drinking on campus. Make Smart Choices aims to increase attention about current student drinking behaviors and to educate students about responsible alcohol consumption.

Mock Email to Student Ambassadors

Press Release for Education Program

56

Appendix: FactsPossible Facts for Campaign Messages

- 55 percent of students surveyed believe that over half the Marquette student body is drinking in on-campus residences, however only 33% of the campus drinks in on-campus residence.

- 53 percent of the campus does not pre-game before basketball games

- Every year in the U.S. more than 150,000 college students develop health problem that are alcohol-related.

- A typical heavy user of alcohol reported over 30 percent more memory-related problems than someone who reportedly did not drink, and almost 25 percent more problems than those who stated they drank only small amounts of alcohol.

- 39 percent of Marquette students reported engaging in high risk drinking

- 50 percent of Marquette students who consume alcohol, drink at off-campus residences.

- 41 percent of Marquette students start to drink before they go out.

57

Appendix: Survey

1. Did your parents let you drink alcohol in high school?- No, never.- Yes, but they didn’t supply me with alcohol- Yes, but only at special occasions, family gatherings, etc.- Yes, they supplied alcohol for me and my friends

2. How do your parents feel about you consuming alcohol now that you’re in college?0 1 2 3 4 5No opinion Strongly Disagree Neutral Agree Strongly Disagree Agree

3. How often do you consume alcoholic beverages?- Never- Rarely- A few times a month- 1-2 times a week- 3-4 times a week- 5-6 times a week- Everyday

4. How many alcoholic beverages, on average, do you consume in an evening of drinking?

The following survey was used to conduct research for this campaign. 151 students participated in taking this survey.

58

5. I am involved in campus activities/organizations at my college?Yes No

If yes, which ones?

6. How would you rank Marquette sponsored events (Examples: Sporting Events, Late Night Activities, Residence Hall events, etc)? Interesting 1 2 3 4 5 Uninteresting Enjoyable 1 2 3 4 5 Un-enjoyable Entertaining 1 2 3 4 5 Non-Entertaining

7. Name a Marquette sponsored event do you frequent most often?

8. Where is the most alcohol is consumed by Marquette University students? - Dorms - Apartments - Bars - House Parties - Other (explain): _____________________________

9. On average, how much money do you spend on alcohol each week? - None - $1-$20 - $21-$40 - $41-$60 - $61- $80 - $81- $100 - Over $100

59

Appendix: Survey10. What words would you use to define “binge drinking”?

11. How much of a problem is binge drinking among Marquette University students?

12. Rate your attitude towards alcohol based on the following scales:

Freeing Inhibiting1 2 3 4 5 6 7 8 9 10

Safe Dangerous1 2 3 4 5 6 7 8 9 10

Exciting Boring1 2 3 4 5 6 7 8 9 10

Ritual Spontaneous1 2 3 4 5 6 7 8 9 10

Regular Irregular1 2 3 4 5 6 7 8 9 10

Increases Self Esteem Lower Self Esteem1 2 3 4 5 6 7 8 9 10

60

Circle those that apply:

13. What is your gender? Male Female

14. What is your age? _____

15. What is your current year in school?Freshman Sophomore Junior Senior Graduate Student

16. Where do you currently live?Dorm Apartment House Outside the immediate area surrounding Marquette (suburbs, east-side, etc)

17. Did you live in Marquette University’s residence halls?Yes No

If yes, which one(s)? ________________________

18. What do you think would be effective at reducing binge drinking among MU students? ________________________________________________________________________

61

Appendix: Contacts

Media ContactsMarquette Tribune- All Press Releases:news@marquettetribune.orgManaging Editor- Derrick Chengery (414) 288-7246

Journal SentinelLocal News(414) 224-2384Newspapers in Education(414) 224-2653News: Milwaukee Metro Desk(414) 224-2318jsmetro@journalsentinel.comGeneral Assignment Reporter- Jesse Garzajgarza@journalsentinel.com

MyCommunityNOWManaging Editor- Jennifer Pfaff(262) 446-6643jpfaff@cninow.com

Shepherd Express Daily Dose BlogLisa Kaiserlkaiser@shepex.com

WISN12 News Room(414) 937-3331Web Staff(414) 937-3187Assignment Deskwisntvnews@hearst.com

The Daily Newsjbadzinski@conleynet.com

Daily ReporterAnn.richmond@dailyreporter.com

Milwaukee Community JournalEditor- Thomas Mitchell, Jr.(414) 265-5300editorial@communityjournal.net

Marquette TribuneStudent Media Advertising(414) 288- 1739advertisingmu@gmail.com www.mustudentmedia.org/ads

62

Appendix: Contacts

Photography ServicesChief Photographer- Dan Johnson(414) 288-7681dan.johnson@marquette.edu

Active Minds OrganizationPresident- Danielle StraussDanielle.strauss@mu.edu

E-board Member- Jenna McGrath(847) 507-3715jenna.mcgrath@marquette.edu

Sober Party KidsAdminister- Lauren MaggioriLauren.maggiori@marquette.eduContact via Facebook group- “Sober Party Kids”http://www.facebook.com/group.php?gid=128138117571&v=wall

Career ServicesEmployer Relations Manager- Kristin Adler(414) 288-5303kristin.finn@marquette.eduInternship Director, Sheena Carey(414) 288-7026sheena.carey@marquette.edu

Crisis Communication ReferenceKate VenneDirector of University Communication(414) 288-4181kate.venne@marquette.edu

FacilitiesDepartment of Facilities Services, Ronald L. Ripley- DirectorPhone: 414-288-1656

Campus Contacts

Outside ContactsMilwaukee Police Department Community Liaison(414) 935-7905

Health Communications Inc.Provider of TIPS for UniversityAccount Manager- Kerstin Kapture(800) 438- 8477 ext 398kapturek@gettips.com

Alcohol Awareness Week Informationhttp://www.bacchusgamma.org/events.asphttp://www.bacchusgamma.org/documents/10AlcInfoEd.pdf

Pledge Braceletshttp://www.bagwellpromotions.com/awareness-bracelets.html

63

Appendix: Sources

AlcoholEdu 2009-2010 Executive Summary

Athletics, U. S. (2010). Alcohol and Athletic Performance. Retrieved November 19, 2010, from NMN Athletics: http://www.nmnathletics.com/attachments1/507.htm?DB_OEM_ID=580

Busteed, B. (2010, March 14). High-Risk Drinking at College? Soon to Be a Thing of the Past. The Chronicle of Higher Education, p. 1. Retrieved October 14, 2010, from the ProQuest database.

Campbell, M. (2010, November 16). Badger state still leads in binge drinking habits. Marquette Tribune, p. 3.

Campbell, M. (2010, November 2). Patrolling the front desks. Marquette Tribune, p. 1.

Carey, J. (2010, November 16). MillerCoors Flourishing. Marquette Tribune, p. 1.

Carey, J. (2010, October 26). Four Loko: Risky Mix. Marquette Tribune, p. 1.

Centers for Disease Control and Prevention. (2010, July 20). Alcohol and Public Health: Fact Sheets. Retrieved December 1, 2010, from Centers for Disease Control and Prevention: http://www.cdc.gov/alcohol/fact-sheets/binge-drinking.htm

Dan J Neal, D. E. (2005). It’s All Fun and Games... Or Is It? Collegiate Sporting Events and Celebratory Drinking. Journal of Studies on Alcohol , 291-294.

64

David S. Anderson, D. R. (2004). NCAA Choices Evaluatin of Grants: 1998 - 2004. Fairfax, VA: George Mason University Center for the Advancement of Public Health.

DeJong, W., DeRicco, B., & Schneider, S.. (2010). “Pregaming: An Exploratory Study of Strategic Drinking by College Students in Pennsylvania.” Journal of American College Health, 58(4), 307-316. ProQuest Medical Library. (Document ID: 2111084141).

Education, U. D. (n.d.). Why Do College Students Drink Excessively? Retrieved December 1, 2010, from Higher Education Center for Alcohol, Drug Abuse, and Violence Provention: http://www.higheredcenter.org/services/assistance/faq/why-do-college-students-drink-excessively

Exclusive, W. (2010). Meet the Class of 2014. Retrieved December 5, 2010, from Marquette Magazine: http://www.marquette.edu/magazine/recent.php?subaction=showfull&id=1284472800

Gilroy, M. (2009). STUDENT DRINKING: New Strategies but No Magic Bullet. The Education Digest, 75(3), 52, 4pgs. Retrieved October 16, 2010, from the ProQuest database.

HealthDay News (2010, July 23). Colleges Not Doing Enough to Combat Student Drinking: Report. U.S. News & World Report, p. 1. Retrieved October 15, 2010, from the ProQuest database.

Marklein, M. B. (2009, March 11). College freshmen study booze more than books. Retrieved December 1, 2010, from USA Today: http://222.usatoday.com/news/education/2009-03-11-college-drinking_N.htm

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Marquette University. (2010). Explore Marquette: Freshmen Profile. Retrieved December 6, 2010, from Marquette University: http://www.marquette.edu/explore/admissionprofile.shtml

Marquette University. (2010). Student Facts and Figures. Retrieved December 6, 2010, from Marquette University: http://www.marquette.edu/about/studentdemo.shtml

Marquette University. (2010). Students Taking Active Roles (STAR). Retrieved December 4, 2010, from Marquette University: http://222.marquette.edu/osd/leadership/star.shtml

Marquette University. CORE Alcohol and Drug Survey 2009. Retrieved from http://www.marquette.edu/saffairs/assessment/reports/CORE_Exec_Summary_2009.pdf

Nelson, T. F., & Wechsler, H. (2010). Will Increasing Alcohol Availability By Lowering the Minimum Legal Drinking Age Decrease Drinking and Related Consequences Among Youths?. American Journal of Public Health, 100(6), 986, 7pgs. Retrieved October 16, 2010, from the ProQuest database.

Office of Residence Life. (2010). Programming Model. Retrieved October 4, 2010, from Marquette University: Office of Residence Life: http://www.marquette.edu/orl/program/model.shtml

Romell, R. (2008, October 19). Drinking deeply ingrained in Wisconsin’s culture. Journal Sentinel. Retrieved October 14, 2010, from http://www.jsonline.com/news/wisconsin/31237904.html

State University. (2010). Marquette University. Retrieved December 6, 2010, from State University: http://www.stateuniversity.com/universities/WI/Marquette_University.html

Appendix: Sources

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Survey A and Survey B

The Marin Institute. Alcohol and Sports – An Unhealthy Mix. (n.d.). Retrieved from http:///www.marininstitute.org/alcohol_industry/unhealthy_mix.htm

Toben F. Nelson, H. W. (2002). School Spirits: Alcohol and Collegiate Sports Fans. Boston, MA: Harvard School of Public Health: Department of Health and Social Behavior.

U.S. Department of Education. (2008, August). College Athletes and Alcohol and Other Drug Use. Info Facts Resources , pp. 1-3.

White, E. (2009, January 23). CNI debates UW drinking culture. The Badger Herald, p. 1. Retrieved October 15, 2010, from http://badgerherald.com/news/2009/01/23/cni_debates_uw

Wisconsin Tourism. (2000). Milwaukee Demographics. Retrieved December 2, 2010, from Wisconsin: http://milwaukee.wisconsin.com/demographics.html

Wolburg, D. J. (2001). TheThe “risky business” of binge drinking among college students: Using risk models for PSAs and anti-drinking campaigns. All Business , 26.

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BudgetPosterDesign (Initial design completed by PURE 4997) ………...........................................................................................................................…… $0

Design Adaptations (8 hours a week at $8 an hour, Graphic Design intern)................................................................................................$640 (per semester)Set-Up CostsPhotography (In-House Photography inter, 5 hours for each project, $50 an hour. 4 projects for academic school year)…………........................................................................................................................$1,000 (total for campaign posters)

Logo Development (Completed by PURE 4997) ..………....................................................................................................................................$0Modifying done by Graphic Design intern (accounted for above).......................................................................................................................$0

Production Costs (100 total for school year, 50 each semester)Printer (VistaPrint full-color) …………………..................................................................….........................................................………$149.99 (per year)

Distribution of flyers (4 hours a week at $7.50, 2 Social media/promotions itern…….......................................................………….. $600 (per semester)

*TOTAL for poster tactic…………………..................................................................................…$3,629.99 per academic year

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TIPS EducationTraining TIPS Educators (Supply location and TIPS comes to you. $225 per person, 10 people)……....……….....................……..$2,250 (One time cost)

Participant Manuals ($13 per person, 250 people)…………………..................................................................………......................…..$3,250 (one time cost)

*Total for TIPS Education………...…………………………...............................................…..…………$5,500

EvaluationSurvey Monkey Membership (unlimited annually)…………………………….................................................................................……….$200

*Total for Evaluation………………………………………................................................………….…….…$200

TechnicalVarsity TheatreProjector Cost, including AV Technician ($13 an hour, 59 hours for academic school year)………...………….....................…….…$760

Staffing Theatre 2 employees at $7.50 an hour for 60 hours 1st semester and 32 hours 2nd semester………........………....................……………$690An event coordinator at $7.50 an hour, 60 hours 1st semester and 32 hours 2nd semester….......…..………...................………..$690A projector technician at $7.50 an hour for 40 hours 1st semester and 19 hours for 2nd semester...………...................………$442.5 (for academic school year)

*Total for Technical………………………………………................................................………..........$2,582.50

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BudgetAdvertising/Marketing Materials:

Flyers for Intern hiringFlyer Design (Initial design completed by PURE 4997)……………...................................................................……………… $0Design Adaptations (Created by graphic design intern; accounted for on previous page)..............................................................

Set-Up CostsImages (Graphic Design intern, accounted for on previous page)………………………………..................................................

Productions Costs (25 total for academic school year)Printer (Office Depot Ream of paper, 500 sheet x 3 reams) ……………...............................................................………$15.00

Flyers for Event AdvertisingFlyer Design (Intial design completed by PURE 4997)…………………...........................................................……………….$0Design Adaptation (Graphic Design Intern, accounted for on previous page)……................................................................…..

Production Costs (250 total for academic school year)Printer (Office Depot Ream accounted for on previous page)..............…...............................................................……………..

Posters for Pep RallyFlyer Design (Initial design completed by PURE 4997)………………………..........................................................………….$0Design Adaptations (Graphic Design intern, accounted for on previous page).....……..................................................................

Productions Costs( 3 total for Spring 2012- another 3 in Spring 2013)Printer (VistaPrint full-color)……………………………………………...............................................................…………$7.49 (Only 2 semesters)

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Flyers for Pep RallyFlyer Design (Initial design completed by PURE 4997)……………………………..........................................................….…$0Design Adaptations (Graphic Design intern, accounted for on previous page).................................................................................

Production Costs (50 total for Spring 2012- another 50 in Spring 2013)Printer (Office Depot Ream accounted for above)………………….............................................................…………………… (only 2 semesters)Flyers for Alcohol Awareness WeekFlyer Design (Initial design completed by PURE 4997)………………….........................................................………………. $0Design Adaptations (Graphic Design intern make graphics, accounted for on previous page)……............................................

Production Costs (50 flyer for 1 Alcohol Awareness Week)Printer (Office Depot Ream accounted for on previous page)……………………………………............................................

Stickers for Buzz MarketingSticker Design (Initial design and facts completed by PURE 4997)………………………........................................................$0Design Adaptations (Graphic Design intern will modify, accounted for on previous page)…......................…………………

Production Costs (400 stickers total for academic school year, 200 each semester)Printer (VistaPrint full-color)……………………............................................................………………………………..$139.99

Bracelet for Pledge5000 bracelets at $.48 per bracelet……………………………………............................................................…………..$2,400

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Marquette Tribune AdvertisementsCampaign AdvertisementInitial design taken from campaign poster (completed by PURE 4997)………….............................................................................……….$0Design Adaptions (Graphic Designer will size and layout out accordingly, accounted for on previous page)………..….......................…

Production Costs (6 advertisements per academic school year, 3 each semester)Advertisement space cost…………………………………………………................................................................................……….$1,707

Pep Rally AdvertisementProduction Costs ( 1 advertisment per academic school year)Advertisement space cost……………………….…………………..........................................................………......................……...$235.00

*Total for Advertising/Marketing Material………………..............................................………..$4,504.48

*Total for First Academic School Year………………….....................................................………..$16, 416.97*Total For Second Academic School Year (accounting for one time costs)…………..……… $10,916.97*Total For Both Academic School Years ………….……........................………$27,333.94

Left over money can be used to increase give-a-ways, print more buzz marketing pieces, or can be donated to an non-profit that focuses on alcohol abuse

(this is a decision the university has the liberty to make)

Budget

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Blue and Gold Staff

Sarah HofmanProject ManagerSarah.hofman@marquette.edu

Stacy MallakCreative DirectorAssistant Project ManagerStacy.mallak@gmail.com

Emily FitzgeraldEvents CoordinatorCampus Contact LiaisonEmily.fitzgerald@marquette.edu

Jillian MortillaroStudent Organization LiaisonResearchJillian.mortillaro@marquette.edu

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