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2009 National Student Advertising Competition
Not What You ThoughtPerceptionPerception
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Executive SummaryIntroductionResearchTarget Market AnalysisThemeCampaign StrategyCampaign Objectives and GoalsCreative Strategy--Non-Traditional MediaPerception Bus--Bus ActivitiesTraditional MediaTime LineMedia Strategy--Traditional Media--Non-Traditional MediaBudgetWorks CitedMeet Bear Marketing
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Executive Summary “…studentfounddeadinfrathouseatKU”…policeidentifiedthe student found dead Sunday as 19-year-old Jason of Littleton, Colorado. Headlines such as this in local newspapers are far too common.
A 2009 survey of 23,000 students enrolled in colleges across the United States reports that 70% of the college students have engaged in “binge drinking” at one time or another during the past year and a large percentage of the group engaged in such behavior was under age. Research also indicates that college students across the United States and around the globe are unaware of what constitutes binge drinking and the harsh realities and consequences of binge drinking that can lead to memory loss, a skewed sense of reality, poor classroom performances, failure to make rational decisions and the like. The students’ “Perceptions” regarding their abilities to handle alcohol and the reasons provided for such over-consumption seem extremely naïve.
Our “charge” at Bear Marketing Group, from The Century Council was to develop a highly sustainable and easily implemented campaign to increase the awareness of binge drinking among college students and create an active campaign, to address the over-consumption of alcohol on college campuses, which sustains the initiative generated by the campaign throughout the year and beyond. Our campaign will remain consistent with The Century Council’s stance on educating college students on becoming more responsible with alcohol consumption.
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Our two stage “Perception” campaign strategy emerged from the enormous global research data (both primary and secondary) that was available to us. This data indicated very clearly, the lack of understanding of the nature and consequences of binge drinking. Our strategy is highly adaptable and can be implemented collectively or separately on college campuses. Stage one of our strategy tackles the lack of knowledge and awareness of “binge drinking” and the second stage of our strategy focuses on the consequences of “binge drinking” and how these consequences play destructive roles on student lives on college campuses. We, at Bear Marketing Group, are extremely confident that this one-two punch will not only bring this global problem of bingedrinking among college students to the forefront, but also help students realize the eroding nature of the problem.
Givena$10millionbudget,inordertoeffectivelycommunicate these concepts to the target market, we, at Bear Marketing have developed an integrated marketing campaign that will resonate with traditional, non-traditional and promotional tactics that will generate the maximum impact. As per The Century Council’s appeal, our integrated marketing campaign is designed to deliver the best results whether it is implemented collectively or separately on college campuses.
National Promotional
Campaign
Perception Web page
Campus News Media
Greek, Academic and other Campus Organizations
Perception Club
CampusKick-offEvents
Target Market Touch Points
Production
Traditional MediaNon-Traditional Media / Promotions
72%
12.6%
15.4%
Budget Distribution
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“Perception” is one’s view of a situation. It can help a person distinguish reality from fantasy in order to make sound judgment. “Perception” to most college students is just that; however,
the most common deterrent to perception is binge drinking. Binge drinking changes the views of the binge drinkers and their peers, sadly most binge drinkers do not perceive their risky behavior. In fact a majority of college students believe that binge drinking is a long heavy drawn out session ofdrinking.Moststudentsdonotknowthatbingedrinkingistheconsumptionoffiveormoredrinks in two hours for men and four or more drinks within two hours for women.
College students perceive that their peers drink more than they actually do. On campuses across the nation, 70% participate in binge drinking, almost half of those students binge drink more than once a week. This dangerous behavior can lead to memory loss, drunk driving, unwanted sexual encounters and more. Most college students perceive that they are having a good time while binge drinking, however their perceptions are often misguided. Our challenge is to develop an out-of-the-box communications campaign that educates college students about the prevalence of binge drinking. This campaign will encompass a variety of tactics that will reach a diverse student body. All tactics will be created at various budget levels and will have the capacity to be implemented separately or as an entire campaign. This campaign will partner with various stakeholders on college campuses across the nation. By targeting college students between 18-24 years of age, our goal is to educate this demographic about the risks and affectstheywillencounterwhenparticipatinginbingedrinking.Throughoutthecampaign,thetheme of “Perception” will be used to reach our target market.
Introduction
5
ResearchPrimary and secondary research was conducted to discover trends in binge drinking among current traditional college students.
Statistics show that on any campus 70% •of the student body participates in binge drinking, and almost half of that 70% binge drink more than once a week. Most college students state that the reason they engage in binge drinking is due to peer pressure, social status and academic stress; however, nearly 50% of these binge drinkers engage in the activity just to get drunk
The proportion of current drinkers that •binge is highest in the 18- to 20-year-old age group (51%)
About 90% of the alcohol consumed by •youth under the age of 21 years in the United States is in the form of binge drinks
About 75% of the alcohol consumed by •adults in the United States is in the form of binge drinks
Binge drinkers are 14 times more likely to •report alcohol-impaired driving than non-binge drinkers
The prevalence of binge drinking among •men is two times the prevalence among women
According to The National Center for •Addiction and Substance Abuse in 2006 Greek Housing had almost 60% of Greek students reporting that they binge drink
Primary research suggests that binge •drinkers typically binge with beer on Fridays and Saturdays for the purpose of socializing and having fun. Drinking games are usually a part of this social situation.
This category of students uses the media •vehicles of social networking sites, and television including sports, comedy, reality shows and movies. They also listen to hip/hop, modern rock, and alternative rock on the radio.
Primary research was conducted among the colleges of the University of Northern Colorado, University of Colorado- Boulder, Colorado State University, and the University of Denver where a sample of nine hundred students was gathered. Based on the research, six groups of students emerged based on the reasons of why they choose to drink, and how much they consumed the last time they drank alcohol.
As students get older and gain more credit hours,theytendtodrinkfordifferentreasons.Those who have a freshman standing According to the primary research, 53% of collegestudentsdrinkmorethanfivedrinksintwo hours.
Why College Students Drink
Fun - 15.3%
Just because - 9.4%
To lose inhibitions - 8.02%
To relax - 11.92%
To get drunk - 10.26%
Boredom - 8.21 %
Stressed - 10.93%
Everyone else is drinking - 10.04%
Socialization - 15.64%
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Target Market
Analysis
Partiers- Consumed 1-6 drinks within 2-4 hours at sporting events and to socialize. They drink beer, shots, and mixed drinks.
Social Drinkers- Consumed 1-3 drinks in less than 2 hours to socialize and at special occasions with friends and family. They do not engage in binge drinking, but do drink beer and mixed drinks.
Sloppy Drunks- Consumed 7-12 drinks within 4-6 hours. They drink for many occasions including sporting events, special occasions, after work or exams, and happy hours. They drink shots, beer, and mixed drinks.
Just for kicks- consumed fewer than 9 drinks. 1-3 of these were within a 2-4 hour period. Have binged drank in the past month.
Conformers- This group is mostly males who drank 4-6 drinks within 2-4 hours. The main reason they choose to drink is peer pressure. Drink with colleagues and friends while playing drinking games at social events.
Unwinders- has a slightly higher percentage of females than males. This group consumed between 1-3 drinks within 2-4 hours. Usually binge drinks after exams and for special occasions. They do not consume shots, but they do drink mixed drinks and beer.
The
six
Gr
oup
s
The Six Groups
Unwinders 20.6%
Conformers 19.2%
Just for Kicks 12.7%
Sloppy Drunks 10.3%
Social Drinkers 19.5 %
Partiers 17.8%
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Where Binge Drinkers Reside
Fraternity/Sorority House 76.0%
Non-substance-free residence hall 49.9%
Offcampuswithoutparents53.9%
Substance-free residence hall 35.5%
Offcampuswithparents29.9%
Where Students Binge Drink
Other 4%
Sporting Event 2%
Restaurant 7%
Bar 14%
Friend’s 27%
Home 24%
What Binge Drinkers Drink
Wine Coolers/ Similar 15%
Wine 33%
Mixed Drinks 66%
Shots 66%
Beer 83%
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The “Perception Campaign” consists of an awareness phase, and an implementation phase, which will work, in conjunction to meet the target market of 18-24 year old, traditional college students. Because this target market is subjected to obscene amounts of media and advertisements, the strategy works to break through the clutter.
The awareness phase will consist of the use of national, traditional media to evoke interest in
the topic by college students across the country. The selection of media,
paired with the creativity of the advertisements will, at the very least, create awareness of the “Perception Campaign” among the target market.
The implementation phase of this campaign will use non-traditional, guerilla type tactics in order to break through the clutter of everyday, traditional advertising. The on-campus events will take students by surprise and force them to investigate the point of it all. This surround sound approach will engage thestudentsfromallangles,throughdifferentforms of communications and across many locations in the US, both traditionally and non-traditionally.
Campaign Strategy
Binge drinking embodies the “Perception,” the theme of this awareness campaign. Each form of media, as well as the messages sent through these mediums will challenge college students’ ideas of perception. Research has proved
that college students do not fully understand binge drinking, what constitutes as binge drinking, and the negative consequences associated with this behavior. Through the theme of “Perception,” our campaign aims to force these current perceptions and thoughts of binge drinking into reality. By understanding the reality of what binge drinking is, these college students will question the engagement in such behavior and reduce their consumption of alcohol. By adding the tag line, “Not what you thought,” to the idea of perception, further questioning takes place in the audience’s minds. If the realities of binge drinking are not what they thought, then the students will wonderwhichaspectsoftheirdrinkingbehaviorsaredifferentthanwhattheyperceive.Overall, this theme is designed to evoke thoughts among the target market, and make them see the reality of binge drinking.
Theme
Not What You ThoughtPerceptionPerception
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Campaign Objectives and Goals
romote awareness of the reality of binge drinking P
educate the target market about what constitutes binge drinking
reinforce the dangers and consequences of the over consumption of alcohol
change the current perception of drinking sprees to include negative connotations and feelings
engage the students in hands on activity to foster the altering of binge drinking in their minds
prevent college students who do not engage in excessive drinking to ever start
target 18-24 year old, traditional college students in the United States
introduce alternative activities to replace binge drinking
offermaterialsandawebsiteto aid in reaching the target market
nurture a nationwide movement to combat binge drinking among college campuses
The “Perception Campaign” will be implemented in order to accomplish the following
goals within one year
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Cr
eati
ve
Str
ate
gy
Root Beer KegsWhen: Fall or Spring Semester, prior to the arrival of the bus, or at school’s discretionWhat it is: This on-campus event features a pyramid of root beer kegs that will provide each student on campus with a cup of root beer. At first glance, it will seem as thoughreal beer is being handed out, perceptions will becomerealitieswhenstudentsfindoutthatitis root beer. Greek students or inter-collegiate athletes will serve the root beer. Each cup that is handed out will display “Perception – Not what you thought” and the web site address. After drinkingtherootbeer,studentswillfindacodeat the bottom of the glass that they may enter on the “Perception” website to obtain a free cell phone application.
“Perception- Not what you thought,” involves a guerrilla marketing campaign designed to get the attention of college
students in an out-of the box manner. Several guerilla tactics will alter the perception of college students, who expect a regular day on campus. Each guerrilla tactic can be implemented individually or as part of a series.
Non Traditional media
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Perception TablesWhen: Fall or Spring Semester, prior to the arrival of the bus, or at school’s discretionWhat it is: Tables comparing the “Perceptions” and realities of binge drinking will be set up throughout various locations on campuses. “Perception” tables will display a root beer keg and four to five fake alcoholic beverages.College students have the perception that binge drinking is drinking a heavy amount of alcohol. This notion will be represented by the keg. The displayoffourtofivefakealcoholicbeverageswill represent the reality of binge drinking.
MirrorsWhen: Fall or Spring Semester, prior to the arrival of the bus, or at school’s discretionWhat it is: Looking in a mirror has never been sodifferent.Perceptionsofbingedrinkingwillchange when fun-house mirrors are placed next to regular mirrors on various locations throughout college campuses. The fun house mirrors represent perception and will display a distorted image of the person looking into the mirror. This distortion resembles the false perceptions students have while binge drinking. The regular mirror represents the reality of binge drinking. Each mirror will display “Perception-Not what you thought.”
CalendarsWhen: Fall or Spring Semester, prior to the arrival of the bus, or at school’s discretionWhat it is: An accurate perception of college students is that they love free items, whether it’s food or school supplies. Calendars listing campus events will be passed out to students at the bookstore when they purchase their school supplies. Calendars will serve as an informational item that will help students find events toparticipate in rather than binge drinking.
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Schools to be Visited
Ohio State (Columbus)-51,828
Arizona State University (Tempe)-51,234
University of Florida (Gaines Ville)-50,402
University of Texas (Austin)-50,170
Penn State University (University Park)-44,112
Michigan State (East Lansing)- 45,520
West Virginia (Morgantown)-28,840
University of Colorado (Boulder)-29,709
University of Las Vegas (Las Vegas)-28,000
California State University (Sacramento)-22,555
=449,578 Total Students
The Perception BusWhen: Fall and Spring SemesterWhat it is: The “Perception” Bus will travel to the target college campuses and provide a wide array of activities that will educate students about the perceptions and realities of the overconsumption of alcohol. The bus will be wrapped in the “Perception” logo.
PerceptionPerception
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Free FoodFree food will guarantee that students will approach the bus. Food will be provided by the “Perception” campaign or a respective partner.
A Drinking ScaleA drinking scale will educate students about the number of drinks that will put them over the legal limit. This will combat their perceptions of their own personal drinking habits.
Perception Bags“Perception” bags will be handed out after students complete all bus activities and will be filled with free items such as pens, magnets,lanyards, carabineers, student I.D. holders and fliers. Each itemwilldisplay“Perception-Notwhat you thought,” and the “Perception” web site. Fliers will redirect students to the web site where they will obtain a download of a free cell phone application.
Inflatable Obstacle Course and GamesAnothereventwillbetheinflatableobstaclecourse.Participantswillnavigatethecoursewhilewearing beer goggles. While binge drinking, students have the perception that they are in excellent condition and are able to complete certain physical tasks. Intoxicated perceptions will become a reality through this event and teach students the reality of drinking in excess.
Professional SpeakersProfessional speakers accompanying the bus will share inspirational, informational and educational stories about the risks associated with binge drinking.
Bus
Act
ivit
ies
Perception BarA bar will be set up to help students identify the number of calories in various alcoholic beverages. An additional table will compare the caloric levels of favorite collegiate foods and alcoholic beverages. Through this activity, students will learn the reality of their alcohol consumption.
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Perception BoothWhen: At any campus eventWhat it is: Another “Perception” activity is a booth that can be displayed at any on campus event. The booth will be run by prospective campus partners who will hand out brochures about binge drinking.
Perception ClubWhen: Year round on any campusWhat it is: Through the “Perception” web site, students will be able to sign up and become members of the “Perception” club on their campus. These students will receive a discount card, which will provide discounts at various campus locations. Members can also participate in the monthly networking meetings online. The mission of the “Perception” club is to raise awareness on the overconsumption of alcohol. Proposed club activities include various ways for students who are against binge drinking to combat the problem on each campus.
Tra
diti
on
al
Med
ia RadioWhen: Peak months or individually as chosen by the schoolWhat it is: Several PSA’s and radio ads are written and will be distributed to college radio stations. PSAs and radio commercials are designed for each gender and convey various binge drinking scenarios. Each will audibly convey Perceptions alcohol consumption message.
Per
cep
tio
nP
erce
pti
on
PSATime: 30 seconds
“Perception- Not What You Thought”
FEMALE VOICE: I thought I was just going out to a party. My friends kept handing me beer after beer. I drank close to a six-pack. I made out with some guy. Everyone said I was funny.
They weren’t laughing when I was throwing up or when the cops busted up the party. The cops took me to detox. My parents are going to be so mad about my MIP. I thought I was just going to a party to have a couple of beers.
ANNCR: Perception, not what you thought. Bingedrinking isfivedrinkswithin twohoursfor males and four drinks within two hours for females.
FEMALE VOICE: Perception, Its not what I thought.
END
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Greek MagazinesWhen: Peak monthsWhat it is: Greek magazines will be utilized in two strategies. First, print ads will visually promote the “Perception” campaign and raise awareness of binge drinking. Ads will appeal to female and male audiences. The second strategy is to use press releases that are present in the content of the prospective publications. Press releases will promote guerilla marketing events and educate students about binge drinking.
Reality
Percep
tion
not what you thought
www.perception.com
Binge drinking is defined as 4-5 drinks in two hours for men
and 3-4 drinks in two hours for women
Pr
int
Ads
PrintWhen: Year roundWhat it is: Print ads will be utilized in Greek magazines. Print ads are designed to make the students aware of their own personal perceptions of binge drinking while educating them about dangerous realities. Print ads are designed to get the attention of the target market.
Reality
Percep
tion
not what you thought
You thought you were
going home with a
heartthrob...
...too bad he was closer to
a heart attack.
www.perception.com
Binge drinking is defined as 4-5 drinks in two hours for men and 3-4 drinks in two hours for women
Reality
Percep
tion
not what you thought
You thought you were
ready to go when you took her home…
...too bad alcohol impairs
more than just a man’s judgment.
www.perception.com
Binge drinking is defined as 4-5 drinks in two hours for men and 3-4 drinks in two hours for women
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TelevisionWhen: Peak monthsWhat it is:Televisioncommercialswillbefifteensecondsinlengthandconveytheperceptionsofbingedrinkingthroughvariousscenarios.Scenarioswill be female or male oriented in order to convey the message to each gender. Commercials will be designed to visually show which perceptions an intoxicated person may have versus the realities of the situation.
Scene 1
Visual: (GIRL DRINKING)
SFX: Party/ Rave Music
Scene 2
Picture: (GIRL PUKING)
SFX: Rock N Roll music throughout
Scene 3
Picture: (GIRL AND BOY KISS-ING)
SFX: Rock N Roll music throughout
Scene 4
Picture: (PREGNANCY TEST)
SFX: Rock N Roll music throughout
Scene 5
Picture: (BLACK SCREEN with the Perception Logo and wording from the announcer)
GIRL: Perception- Its not what you thought. Binge drinking is 5 drinks within 2 hours for males and 4 drinks within two hours for females. Realize your perceptions.
SFX: Rock N Roll music throughout
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Internet When: Year-round
What it is: The Internet portion of our campaign will entail a “Perception- Not what you thought,” web
site and a Facebook page.
Perception web site“Perception” web site will contain facts, statistics, a virtual bar, a free cell phone application area and graphics related to
binge drinking. It will also have areas where students may participate in a quiz that tests
their alcohol consumption knowledge. “Perception” web site will also have an area where students will be
able to join clubs at their college.
FacebookThe Facebook page will contain facts,
statistics and graphics. It will also serve as a route to the “Perception” web site. Through
Facebook, “Perception” will be able to specificallyreachstudentswhoparticipatein binge drinking. Facebook will allow the
campaign to befriend the target population and make an impact on students.
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JuneStart of campaign•
JulyOrientation: “Perception” •booth and beginning promotion of “Perception” club
AugustGreek rush•“Perception” booth•Kick-offevents:rootbeerkegs•and “Perception” mirrorsBus / large on campus events•Greek magazines•Mass “traditional” media •(begin)
SeptemberOn-line promotions•Continutingkick-off•events: root beer kegs and “Perception” mirrorsBus/ large campus events•
OctoberHomecoming on campus event•
NovemberGreek magazines•Mass “traditional” media•
DecemberContinued on-line promotions•
JanuaryKick-offevents:rootbeerkegs•and “Perception” mirrorsBus/ large campus events•Continued on-line promotions•
FebruaryKick-offevents:rootbeerkegs•and “Perception” mirrorsBus / large on campus events•Greek magazines•Mass “traditional” media •
March“Perception” booth amd •promotion of “Perception” clubContinued on-line promotions•
May“Perception” booth and •promotion of “Perception” clubGreek magazines•Mass “traditional” media (end)•
AprilContinued on-line promotions•
Time line
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Reach
ObjectiveTo reach 75% of the national market during peak monthsStrategy By using high reach local mediaBy using high reach traditional mediaBy using guerilla marketing tactics
Media Strategy
Frequency
ObjectiveTo maintain a frequency of 3 during peak monthsStrategy By using various media vehicles to ensure multiple exposures to target market
Continuity
ObjectiveTo maintain a continuity of impressions throughout the campaign Strategy Byusingaflightingstrategythroughoutthecampaign
Flexibility
ObjectiveTomaintainamediumlevelofflexibilitythroughout the campaignStrategy By setting aside a contingency budget of 7%
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Media SchedulingAflightingmediaschedulewillbeusedduringthemonthsofAugust,November,FebruaryandMay. These are the months where most major college events occur, such as the beginning of the semester, graduation, spring break, and winter break.
Traditional MediaTVAccording to the research, 75% of the target market watches comedy shows, 71% watches movies on TV, and 56% watches sports. Media research shows that our target market watches television on ESPN, MTV, TNT, USA, and TBS. The television advertisements will air during the campaign’s selected months.
Greek magazinesOur research shows that college students ages 18-24 do not regularly subscribe to or buy national magazines. Bear Marketing will place print ads in Greek magazines. Greek magazines are distributed quarterly to members of Greek organizations. The publications are free to members and reach a large part of the target market.
InternetBecause college students are tech savvy and resort to the Internet for seeking a majority of information, Bear Marketing has a “Perception” web site that will provide statistical information about binge drinking and its consequences as well as the “Perception” bus’s tour schedule and upcoming events. There will also be a quiz students can take to test their binge drinking knowledge. If they answer a question wrong, the correct answer will appear, both educating the students on the facts of binge drinking and changing their perception of what constitutes binge drinking. The web page will also have the cell phone applications (drink calculator and caloriecounter)promisedontheflyergiveninthe goodie bags.
0
10
20
30
40
50
60
70
80
Real
ity
39% Com
edy
75%
Dra
ma
30%
New
s 38
%
- M
usic
Vid
eos
- Ca
rtoo
ns
Sitc
oms
34%
19%
Mov
ies
71%
Spor
ts 5
6%
24%
TV Shows Viewed by Binge Drinkers
22
Non-Traditional BenchesWithlargecampuses,transportationisprovidedforfreetotransferstudentstodifferentpartsof the campus. Bear Marketing will advertise on the benches where students sit and wait for the bus. Students who do not have a car or parking pass will be exposed to these advertisements.
BoothsFreshman orientations and homecoming events are major happenings on every campus. Setting up booths at these events will reach a high number of students.
RadioAccording to the research, 66% of the target market listens to hip-hop/rap, 60% listens to alternative rock, and 59% listens to modern rock. The radio advertisements will air during the campaign’s selected months.
TailgatingTailgating before football games is popular among the target market. Bear Marketing will reach a lot of students by being present at thesetailgatingpartiesandhandingoutflyers. Root Beer KegsThe root beer kegs are meant to emphasize the sub headline “Not What You Thought.” The root beer kegs will be placed in areas where students congregate, such as outside the university center. MirrorsThe distorted mirrors also go along with the “Perception- Not What You Thought” slogan. The message of the mirrors is that while you might think you know what you are seeing, therealityismuchdifferent.
Goodie bags Media research shows that promotional items suchaspensandmagnetsareeffectivewaysto recall events and brands. By putting our logo on these promotional items, the students will bring home a small piece of our campaign. Students will see the magnets and use the pens everyday and be constantly reminded of the “Perception” campaign and of what they learned about binge drinking.
0
10
20
30
40
50
60
70
80
Mod
ern
Rock
59%
Alt
erna
tive
Roc
k 60
%
9%
R&B
36%
22%
Coun
try
40%
Hip
-Hop
/ Rap
66%
9% 15% 21
%What Binge Drinkers Listen to on the Radio
- Cl
assi
cal
- Re
ggae
- Te
chno
- Cl
assi
c Ro
ck
- Ja
zz
23
Measurement
The “Perception Campaign” will measure the effectivenessby:
The number of hits on the “Perception” web •site throughout the year
•The number of people who join the •“Perception” club
The number of “Perception” bags distributed •to students
The number of visitors at the on campus •events
Web site visitors will be quizzed on their •knowledge of binge drinking and will be measured on their improvements throughout the year
Monitor campus police reports of alcohol •related incidents on our targeted campuses
Poll student and athletic organizations to •see if binge drinking has decreased within the year
Anticipated Outcomes
“Perception” hopes to have the following outcomes on the targeted college campuses and in the national campaign:
•Reach10%ofthestudentpopulationontheselected college campuses.
•Distributeall100,000giftbagstostudentsonthe target campuses.
•Reach78.4%perpeakmonthwithtraditionalmedia on a national level.
•30%oftotalstudentswillviewtheeventontarget campuses.
“Perception” is relying on world of mouth to make an impact on binge drinking. The target market will take the “Perception” message to various campus settings particularly social settings. Overall, “Perception,” it’s not what you thought, hopes to reach students and combat the unfortunate occurrence of binge drinking.
24
25
Medium Aug Nov Feb May Total
Net TV!L Nite"L News #$ #$ #$ #$ GRPs: %$
&'$$$( #)%*+ #)%*+ #)%*+ #)%*+ Cost: %,+*+
Net TV!Sports #$ #$ #$ #$ GRPs: %$
&'$$$( +,-*+ +,-*+ +,-*+ +,-*+ Cost: ).-$)*+$
Net Cable!Daytime #$ #$ #$ #$ GRPs: %$
&'$$$( /)*- /)*- /)*- /)*- Cost: )00*#
Net Cable!E Fringe #$ #$ #$ #$ GRPs: %$
&'$$$( 1)*0 1)*0 1)*0 1)*0 Cost: +00*#
Net Cable!Prime #/ #/ #/ #/ GRPs: 10
&'$$$( ++$ ++$ ++$ ++$ Cost: ).+#$*)$
Net Cable!L Fringe #) #) #) #) GRPs: %/
&'$$$( 1,*% 1,*% 1,*% 1,*% Cost: +1)*/
Net Radio!Morning Drive ## ## ## ## GRPs: %%
&'$$$( %-*) %-*) %-*) %-*) Cost: +/$*#
Net Radio!Daytime #$ #$ #$ #$ GRPs: %$
&'$$$( 0$*% 0$*% 0$*% 0$*% Cost: #/+
Net Radio!Evening Drive ## ## ## ## GRPs: %%
&'$$$( -/*+ -/*+ -/*+ -/*+ Cost: #),
Net Radio!Nightime #) #) #) #) GRPs: %/
&'$$$( +#*/ +#*/ +#*/ +#*/ Cost: )#1*0
Magazines!Mens )$ )$ )$ )$ GRPs: /$
&'$$$( )+)*+ )+)*+ )+)*+ )+)*+ Cost: -#-*+
Magazines!Womens )$ )$ )$ )$ GRPs: /$
&'$$$( %/*, %/*, %/*, %/*, Cost: ++%*0
Internet!Keyword Imps"Mo Yes Yes Yes Yes GRPs: /
&'$$$( - - - - Cost: #$
Internet!Trgtd Sites Imps"Mo Yes Yes Yes Yes GRPs: /
&'$$$( ),*- ),*- ),*- ),*- Cost: ,$
National Only Area
GRPs #+$ #+$ #+$ #+$ GRPs: 1#$
&'$$$( ).0#-*0$ ).0#-*0$ ).0#-*0$ ).0#-*0$ Cost: 0.-$#*#$
Reach ,%*/ ,%*/ ,%*/ ,%*/
Avg* Freq* #*1 #*1 #*1 #*1
GRPs
Budget ($)
Internet -8
Magazines -80
Radio -340
TV -500
Internet -1%
Magazines -13%
Radio -14%
TV -71%
24
25
Bud
get
Item Cost Amount Total
EventsRoot Beer Kegs !"" #$%&"""'""
Promotional Cups %""&""" #(!&"""'""
Games #)%&"""'""
Bus *purchase& design& and gas+ ) #%$"&"""'""
Carnival mirrors #%,'"" )""" #%,&"""'""
Booth Materials #$-$&.!!'""
Perception Bar *Promotional Cups showing calorie count+ #)(&"""'""
Professional Speaker #.&$""'""
Event Total #,((&%!!'""
Gift Bags
Pens #"')$ )""&""" #)$&"""'""
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26“Big Speak Speakers Bureaut.” Big Speak. 2009. 11 March 2009. <www.bigspeak.com>
Bureau of Justice Statistics. (2002). Binge Drinking Among Underage And Legal Age College Students. Sourcebook of Criminal Justice Statistics .
Bureau of Justice Statistics. (2000). Prevalence of Binge Drinking Among College Students. Sourcebook of Criminal Justice Statistics
“College Student Binge Drinking - Greek Housing.” Data 360. 22 Sept. 2008. 28 Sept. 2008 <http://www.data360.org/ temp/dsg1337_330_300.jpg>.
“Cool Mountain Fountain Classic Flavors.” Chicago Root Beer. 2008. 11 March 2009. <http://www.chicagorootbeer. com/shop-cart.php>
GoDaddy.com. 2009. 11 March 2009. <http:// www.godaddy.com/default.aspx>
“InflatableSportsGames.”Bouncinbin.com.11 March 2009. <http://www.bouncinbin. com/sales/obstacle.asp>
Kiewra, Karin. “Harvard College Alcohol Study calls for changes at U.S. Schools.” Harvard School of Public Health. Winter 2009. 9 Mar 2009. http://www. hsph.harvard.edu/news/hphr/winter- 2009/winter09binge.html
“Large Carnival Mirrors.” Carnival Mirrors. 2009. 11 March 2009. <http://www. carnivalmirror.com/page5.html>
“Marketing Service.” Vista Print. 2001. 11 March 2009. <http://www.vistaprint.com>
Naimi TS, Brewer RD, Mokdad A, Clark D, Serdula MK, Marks JS. Binge Drinking among U.S. adults. JAMA 2003; 289(1):70–75.
“OnlinePrintCenter.”OfficeDepot.com.2009. 11March2009.<http://www.officedepot. com>
“Online Printing.” FedEx. 2009. 11 March 2009. <http://www.fedex.com/us/office/>
OfficeofJuvenileJusticeandDelinquency Prevention. Drinking in America: Myths, Realities, and Prevention Policy Washington, DC: U.S. Department of Justice,OfficeofJusticePrograms, OfficeofJuvenileJusticeand Delinquency Prevention, 2005. Available at http://www.udetc.org documents/Drinking_in_America.pdf* (PDF). Accessed Sept. 14, 2008.
“Promotional Products.” 4Imprint. 2009. 11 March 2009. <www.4imprint.com>
“Promotional Products.” Extra Mile Promotional Products. 2009. 11 March 2009. <http://www.extra-mile com/promotion/stadium.htm>
“Promotional Products.” Promopeddler. com. 2009. 11 March 2009. <http: www.promopeddler.com>
“Staley Sales.” Staley Coach. 11 March 2009. <http://staleycoachcomENTSALES LIST.htm>
Stevens,Jeff“WhatAreTheBingeDrinking Statistics?.” What Are the Binge Drinking Statistics? 30 Jan. 2008 EzineArticles.com. <http://ezinearticles. com/?What-Are-The-Binge-Drinking Statistics?&id=958506>. Accessed: Sept. 22, 2008
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27
MediaPatrick Gill
Tara Martin
Jocelyn Martinez
Nicole Wedel
CreativePam Everitt
Ryan Johnson
Allison Phillips
Jocelyn Martinez
WritingLisa Walton
Elyse Ackerman
Pam Everitt
AccountsBaleigh Adams
Kyle Broughton
Alex Buck
Justine Brado
Faculty AdvisorsDr. Vish Iyer
Dr. Mark Fetkewicz
Dr. Wayne Melanson
Meet Bear MarketingMeet Bear Marketing
Thisplansbookistrulytheculminationofeffortsbyateamofhighlytalentedstudentsfromdifferentacademic disciplines. We gathered a team of students ranging from backgrounds in journalism, marketing
andgraphicdesigntoproduceaneffective,cuttingedgecampaignforTheCenturyCouncil.Weareextremelyconfidenttheworkyouseebeforeyouis an outstanding by-product of some great young minds at the University
of Northern Colorado. The appreciation of the work presented here would not be complete without extending sincere thanks to a few special individuals. The support from Drs. Melanson, Fetkewicz, Gudmundson, Kling, Payan, Reardon and Schuttler is deeply appreciated.
Acknowledgements
