Plans Book Arrowhead Advertising FSU

8/4/2019 Plans Book Arrowhead Advertising FSU

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ARROWHEAD

Florida State University



ontentsTable of Contents

Executive Summary.........................................1

The Situation.....................................................2Research & Key Insights

Meet the iGeneration The Drinking CultureSegmentation StrategyObjectives & RecommendationsCampaign Strategy

Creative..............................................................12Creative Brie Creative Rationale

Creative Executions

Synergy..............................................................17Promotional StrategyCampus RationalePromotions

Media.................................................................28Strategy

BudgetCalendar

Evaluation & Sources.....................................32



SummaryExecutive Summary

The Century Council is a national, independent, non-prot organization whose mission is to:

“Promote responsible decision-making regarding beverage alcohol and discourage all forms of irresponsible

consumption through education, communications, research, law enforcement and other programs”

For more than 10 years, The Century Council’s eorts and contributions have made a national impact. In its

movement against drunk driving and underage drinking, this organization has developed an array o initiatives todecrease the prevalence o these social issues. Recently, The Century Council has decided to take on a newchallenge: to decrease binge drinking on college campuses. Never beore has this organization implemented a social

marketing campaign to combat this problem.

Binge drinking, a common pattern o excessive alcohol use, has been deemed the most serious public health issueon college campuses by the United States Surgeon General. Over the years the college drinking culture has evolved.

Overconsumption o alcohol has become a socially acceptable behavior among students. New ways to drink havebeen established and the requency o binge drinking has escalated. Thereore, the need or an eective anti-bingedrinking campaign targeted to college students has become crucial – one that connects with them, engages them

and inspires them to change.

Florida State University set out to ully understand the scope o the problem. Campaigns with a strong creativedesign have a tendency to ail i not built upon a strong oundation. Thereore, Florida State placed great emphasis

on developing an innovative, research-based strategy. Through extensive secondary and primary research FloridaState uncovered the drinking motivations, habits and perceptions o college students aged 18 to 22 years old. It was

discovered that students’ desire or new experiences is high, while their regard or negative consequences is low.Florida State knows that the drinking culture must be redened. Arrowhead Advertising has determined theappropriate strategy to lessen overconsumption o alcohol among students, and is committed to providing a

complete solution rom concept to implementation.

Six need-to-knows about this generation acilitated the design o a ully integrated campaign. College students areconstantly seeking new experiences and ways to create lasting memories. High-risk drinking leads to behavior

discrepancy, an inconsistency between what students want out o their college experience and what they take awayby drinking in excess. Florida State has developed a campaign that will disrupt conventions, changing students’perception that binge drinking is acceptable and inspiring them to curb their alcohol consumption. To increase its

success, the campaign will also target stakeholders who play an important role in helping to solve this issue.

By emphasizing the importance o individual choices, the campaign has the ability to signicantly reduce the

prevalence o binge and underage drinking within the college market. A motivation-based segmentationstrategy was used to dene our unique groups: Experimenters, Relaxers, Socialites and Thrill-Seekers. Their reasonsto drink are as diverse as they are. Speaking to college students’ internal motivations or drinking, this out-o-the-boxcampaign will utilize traditional and non-traditional tactics. By using interactive, viral and guerilla advertising, the

campaign has the strength to generate unparalleled results.

Florida State will empower students to reexamine their values and redene their habits, inviting them to interactwith the message and become a vital part o the campaign’s success.

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tuat onThe SituationTHE RESEARCH

Distinguish key characteristics that dene the liestyles o

college students

Determine the prevalence o binge drinking as a social andhealth issue on college campuses

Analyze the dierent levels o the drinking spectrum oncollege campuses

Understand the motivations, attitudes and behavioral trends

o alcohol consumption among college students

Uncover how college students perceive their own drinkinghabits and those o their peers

Identiy how the key terms binge drinking and responsible

drinking are dened and used by college students

Evaluate the eectiveness o current prevention eorts

Discover stakeholders’ perceptions o binge drinking andwhere the responsibility or change lies within the college

community

These objectives guided the ollowing primaryresearch:Received direct workshop training rom Dr. George Parks,Associate Director o Addictive Behaviors Research at the

University o Washington, about research-based approaches anintervention strategies that can decrease binge drinking on

college campuses.

Held 21 in-depth interviews with stakeholders: administratorsparents, law enorcement, merchants/distributors, alcoholcoalition experts and health educators to understand their

perceptions o binge drinking among college students and theassessment o current preventive measures.

Analyzed Florida State’s alcohol prevention eorts: reviewed

the eectiveness o The Real Project , a social norms campaign;attended two Risk Management Workshops or studentsinvolved in Greek Lie to evaluate their responses to group

interventions.

THE STUDENTS

Administered a nationwide College Liestyle & Alcohol

Usage Survey with more than 3,700 respondents to analyze

the dierences in college students’ alcohol consumptionhabits and identiy at-risk segments.

Administered 36 ethnographies to observe individuals invarious drinking environments — local bars, clubs, residence

halls, o-campus and tailgate parties — to understand theialcohol consumption patterns and drinking motivations.

Organized 11 ocus groups to explore how and why drinking

is incorporated into the day-to-day lives o 18-22 year olds;discovered three at-risk groups within the college market:Underage, Student-Athletes and Greeks.

Conducted concept testing among 120 students to develop

the most eective creative strategy and execution; gainedvaluable eedback to ensure the message will resonate,

inspiring positive action among students.

Finally, we went to the source:

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Building the Foundation

Florida State University conducted extensive secondary

and primary research to understand the perceptions andscope o alcohol use among college students. As part o

its research strategy, literature regarding college drinkingrom a wide range o sources was analyzed, including 150research studies, survey results, medical journals and articles.

Such extensive secondary research led to a thorough

understanding o the issue and acilitated the developmento a S.W.O.T. analysis o current prevention tactics. FloridaState then set out to gain urther knowledge o the binge

drinking attitudes and behaviors o college students. Through this in-depth process, the ollowing eight primaryresearch objectives were established:

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THE MOCK BAR

Designed an experimental research study using a mock bar in the center o the Florida State University campus.Conducted 88 interactive interviews with college

students to discover why drinking is an essential part o college lie, how they perceive binge drinking and whom

they believe holds the greatest responsibility in solving theproblem.

THE CONFESSIONALPlaced a pop-up conessional at local house parties to talk tostudents in their drinking environment. Recorded direct responsesrom students regarding their choices, the negative consequences

they experience and how riends inuence their actions. Discovered

how behavior and attitudes change as a result o alcoholconsumption.

KEY INSIGHTS

In The Mix

Need-to-knows about 18-22 year old college students:

Drinking is essential to enriching social interactions — acilitating

bonding and creating memories

The current denition o binge drinking doesn’t resonate — studentsdene “bingeing” by personal experiences, not numerical values

Students recognize that there are consequences that accompanydrinking, but the “positive” aspects they experience rom alcoholoutweigh the negatives

Desire to be understood — students want their opinions to be

met with respect and their liestyles viewed with an open mind

Drinking is a personal choice — students recognize thatbehavior change lies solely within each individual

Students eel that they are the ones with the greatest power tocreate positive change, in their personal lives and in the world

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THE iGENERATION

Meet the generation of 18-22 year

olds whose only constant is rapid change

iGens: 18 million strong across campuses nationwide, these college students view their generation as

unique and value individual expression. They are on a journey o sel-discovery. Their lives are a work inprogress. iGens crave independence, seek adventure and embrace change. Constantly on the go, theyare extremely social and enjoy continuous interactivity.

Something to Prove

Having grown up in a culture o praise, iGens desire

acknowledgement and sel-ulllment. They are verydetermined, with high expectations or their uture.

iGens are motivated by daily challenges; by takingsmalls steps they can accomplish long-term goals. Theyare excited about the opportunities within their reach.

Success is measured by the level o satisaction in theirpersonal lives. While iGens value individualism, they

are likely to orm a group with others who share similarinterests.

Believing & Belonging

iGens are an empowered group. Their values have been

shaped by those most important to them, parents andmentors. However, they are most likely to make a decision

based upon advice rom their riends. Finding a social nicheis essential to them. They value relationships and thrive onsocial interaction. Nevertheless, iGens desire more than just

riendships. They long or a sense o complete understandingand belonging.

Resolve For RevolutionSocially conscious, iGens eel they have the greatest

ability to create positive change in the world. iGens willstrive to join a social movement i they eel it will make

a positive dierence. Many have participated inenvironmental causes during the past year and are

willing to volunteer their time or a good cause. Theyeel strongly about certain societal issues and expect

companies to also be civic minded.

Paving Their Own Road

iGens are still discovering who they are and who they wantto become. They have a sense o newound reedom and a

strong desire to experience. iGens are risk-takers, engagingin activities ranging rom extreme sports to casual sex. Theirbold attitudes are a reection o their typical disregard or

negative consequences. They tend to have more relaxedmoral and societal views. Extremely tolerant o others’

liestyles and preerences, iGens seek the same respect andopen-mindedness regarding their own choices.

“They are a generation o NOW and have an

unprecedented accessibility to what’s out

there. They disregard limitations and actively

pursue what they want-when-they-want-it.” - BBDO Brand Book

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of iGens go toa bar or club at an averageof four times per month

63%

More In Touch

iGens crave speed and convenience. Immersed in the digital

age since birth, this always-online cohort looks to the Internetrst or the latest need-to-knows. They are able to deliver

and receive inormation almost instantaneously. Seeminglydependent on gadgets and devices, iGens expect nothingless than instant answers and immediate gratication. They

continuously remain in touch: wherever, whenever.

Always On the Go

The ability to decide empowers iGens. Theywant endless variety. They expect constant

learning experiences and new challenges intheir daily lives. iGens are continuously

learning how to achieve a work-lie balance.Beore graduating rom college they will have

most likely held several part-time jobs andparticipated in various extracurricular activities.For them, keeping busy is a liestyle choice.

To relax, iGens love to socialize at bars andclubs, tailgate beore the big game, rock out at

concerts, see the latest movies and work out atthe gym. Their lives are dened by their music,

entertainment and leisure preerences (seeFigure 1).

Pull Not Push

iGens crave customization and personalization. When makinga purchase, they demand options. They readily associate with

power brands that connect with them and simpliy their lives(see Figure 2). They want brands to be riendly and relate to

them on a personal level. When brands keep their messagerelevant and simple, iGens listen.

This generation welcomes the constant ow o media. Toconnect with iGens, it is important to be honest. Deliver theunvarnished truth. Avoid clutter and orcing inormation

upon them. Regular communication will establish good

rapport with this audience. The latest trends travel quick.Viral marketing and word-o-mouth work best among iGens,as they are sure to spread news about brands they love and

causes they deem important.

POWER BRANDS

Top 6 iGen Activities

1. Download online les

2. Watch TV online

3. Volunteer

4. Go to a bar/club

5. Go to a sporting event

6. Go to a concert

6.3*

5.5

4.3

4.0

3.6

2.5

iGens were asked: In a typical month, how often

do you do the following activities?

Fi

Figure 2

* Cassandra Report 5.08

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Looking beyond the numbers

THE DRINKING CULTURE

Rush o Freedom. New Endeavors. Endless Choices.

The college culture is characterized by new experiences andopportunities to propel education and enrich riendships. iGens

have complete control over their day-to-day schedules and liestylechoices. Alcohol consumption is the most common element o

college lie or about 85% o iGens. Even though students are awareo the legal drinking laws, 58% o underage students have drunk

within the past month. This issue is oreshadowed by a moredangerous problem, binge drinking.

According to the NIAAA denition, 40% o iGens are considered

binge drinkers. There is a large disparity between the habits o the

average college student and those o binge drinkers. While thetypical student consumes 5.1 drinks per week, binge drinkersconsume an average o 11.4 drinks per week. Over the past decade,

the rate o binge drinkers has remained relatively stable. However,the proportion o students who engage in requent bingeing hasrisen.

iGens perceive excessive drinking as a prevalent campus issue, but

do not dene their own behavior as unsae. A recent survey showsonly 6.5% o iGens consider themselves “heavy drinkers.” As long

as students aren’t seriously aected by their drinking habits, theywon’t eel the need to curb their consumption. Most classiy their

behavior as “moderate” when in act they are drinking in excess.

It is essential that a new term be introduced, one that

accurately reects the scope o the problem. Bingedrinking is oten disregarded because it does not carry a

serious connotation. High-risk drinking is how Florida Statedenes the problem.

As defned by the National Institute on Alcohol Abuse and Alcoholism

(NIAAA): a “binge” is a pattern o alcohol consumption that brings an

individual’s blood alcohol concentration (BAC) to a level o 0.08 or higher

5 or more drinks (male) or 4 or more drinks (emale) in a two-hour period

iGens Can’t Come to Terms

Florida State asked iGens to dene binge drinking in theirown terms. When compared with the NIAAA denition,

their answers didn’t match up. Students think o bingeingin broad terms, as in drinking “a great deal,” not necessarily a

set number o drinks. Their denition o moderation isdistorted. They do not consider our or ve drinks to put

them at risk — 58% believe our or more drinks peroccasion is a sae amount to consume. iGens don’t countor measure their drinks. BAC levels and numeric values are

meaningless to them. They dene the term based uponpersonal experiences. Without a relevant denition, iGens

will drink to their limits and beyond.

What’s in a drink?

Students over pour shots by 26%, mixed drinks by

80% and beer by 25%.

Students base “a drink” on their cup size, not standardmeasurements, oten causing them to consume more

than one drink in a single serving.

“The act that both volumes and concentrations o

drinks can vary widely makes it dicult to provide the

public with simple defnitions o drinks that make sen

in the real world.” - Dr. Aaron White, lead author or Health Behavior News Servic e

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Driven to Drink

Alcohol is an integrated aspect o college culture. iGens drink toexplore their limits and practice newound reedom. As a socialcatalyst, alcohol gives them something to do and talk about.

Alcohol acilitates bonding, enhances riendships and livensparties. iGens drink as a way to break the ice and to have a

good time. Memories with riends are extremely valuable to thisgroup.

Environmental actors also aect iGens’ drinking patterns,especially geographical location, the school’s party reputation

and the number o bars near campus. Students are attracted tothe low price o alcohol and how easily it can be obtained. Barspecials are appealing to iGens and their limited budgets. This

group seeks promotions to get more buzz or their buck. Two-or-ones, penny pitchers and all-you-can-drink specials

cater to students who live in college towns.

Three-quarters o college drinkers say they “pre-party.” Drinking

during pre-partying is essential to iGens, especially underagestudents who are less likely to obtain alcohol at establishments.Most pre-partying takes place in dorm rooms and o-campus

apartments. Drinking games and themed events also increasehigh-risk drinking. According to 78% o iGens, drinking games

lead them to consume greater amounts o alcohol than theyotherwise would.

iGens eel the BAC level at which one becomes intoxicated varies rom person to person, which is why Florida

State’s denition is based on personal limits. Age, gender, weight and metabolism are actors that indicate at whatpoint individuals are aected. Florida State’s denition o high-risk drinking is not numerically based. iGens do not

accept the our-to-ve drinks standard, eeling a “one size ts all” denition does not apply. When conronted withthe NIAAA denition, students perceive the measure as unrealistic. Campaigns based on this denition have been

unacknowledged; students immediately dismiss the issue and its consequences.

Misplaced Responsibility

iGens claim to practice responsible drinking, but research showsthat they see the term dierently than the standardized

denition. They do not associate this term with consuming a setnumber o drinks; instead, the majority considers responsible

behavior to be designating a sae driver, relying on oneindividual so that others may drink in excess. Students need to

realize that responsible drinking reers to their own behavior; itdoes not mean placing all responsibility upon one person.

High-risk drinking reers to alcohol consumption that increasesthe risk o negative consequences, lessening an individual’s abilityto exercise good judgment. This type o drinking raises anindividual’s BAC level to a point that can pose serious risks.

Drinking Scene

More than hal o iGens preer to attend social eventswhere alcohol is available. From restaurants to bars,

alcohol is an important component o a night out. iGensare requent bar and club hoppers, averaging our visits

per month. Most consume alcohol at apartments andhouses, but bars are the most popular sites or high-risk drinking (see Figure 3).

Invincibility MentalityiGens realize there are negative consequences to high-risk

drinking, but oten disregard them. For college students,drinking has become a legitimized activity. They worry that i

they decrease their alcohol consumption, they could suer theloss rom a community o riends and a means o escape rom

everyday problems.iGens tend to temporarily stop drinking as a result o their

body’s reactions, such as getting sick or experiencinghangovers. These eects are considered minor reactions thatcome with drinking, not ones to make them reconsider and

permanently change their habits. To iGens whatever happensthe night beore is always worth the story.of iGens agree

that drink specials lead

them to drink more

“I do it all for the stories… whatever happens

that night is going to result in a good story.”

– Travis, Age 22

66%

Florida State’s Defnition:

Figure

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A Closer Look...

SEGMENTATION STRATEGY

According to a College Liestyle & Alcohol Usage Survey conducted by Florida State, students’drinking patterns vary depending not on how much they drink, but why they drink.A comprehensive analysis o the survey led Florida State to develop a motivation-driven

segmentation strategy.

Approximately 40% iGens engage in high-risk drinking while in college. Typically iGens view their habits as normal,considering alcohol a sae drug compared to other substances. They believe they are invincible, and very ew

students recognize that their behavior is unsae.

A actor analysis o the survey uncovered our dimensions o motivation and identied the ollowing segmentation

proles: Experimenters, Relaxers, Socialites and Thrill-Seekers. Understanding that iGens hold many overlapping

attitudes, this segmentation is not mutually exclusive. Students may relate to one or two o the segmentation proles;however, qualitative research shows that students predominantly associate with the characteristics o one group. Moststudents will begin college as Experimenters, establishing their limits and learning how drinking ts into their collegeexperience. As students encounter new experiences, establish new priorities and move through social circles, they are

likely to change their drinking habits. It is likely that as students change their motivations to drink, they will associatewith a dierent segmentation prole.

Profle o a High-Risk Drinker

Experimenters 26% , underage college students, tend to be 18-20

years old

Incoming and inexperienced. These iGens are adapting to college lie. They

have less responsibility, more ree time and live in residence halls. Laid-back social views lead them to believe underage drinking is acceptable. A vast

majority disregard the negative consequences o high-risk drinking: gettingarrested, being charged with DUI or experiencing a hangover.Testing their limits. Although not legally able to buy alcohol, underagestudents consume 48% o the alcohol on campus. They are usually seendrinking at house parties, oten in excess.

Driving Forces

To t in and prove themselves. Drink because “everyone else” is. Oten drink toget drunk.

At-Risk Experimenters: FreshmenFreshmen year is a particularly importanttime. Students are learning how to t

socializing and drinking into their lives. These students have limited experienceand a low tolerance or alcohol. Almost

hal engage in excessive drinking. Thetransition to college can lead them to

experience anxiety, leaving themvulnerable to peer pressure.

Florida State will primarily target high-risk drinkers who

represent 40% o students and account or 91% o thealcohol consumed (see Figure 4). These students are at

the greatest risk to suer the negative consequences o excessive consumption. This segmentation does notinclude abstainers or light/moderate drinkers. Even

though the latter represent another 40% o the collegepopulation, they only consume 9% o the alcohol, and

are at less risk to suer consequences. Targetingcampaign content to the ollowing proles will be

eective in reducing high-risk drinking.

Segmentation Profles:

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Figure 4



Thrill-Seekers 26% , mostly males, tend to be 21-22 years old

Drinking to get drunk. These iGens can be ound at a party unneling beers

and perecting their keg stand. The instigators, they encourage others to drink more and keep up. For them alcohol is a staple; they are unwilling to attendparties without it. They pre-drink beore going out and are attracted to bar

promotions.Experienced drinkers. They disregard negative consequences, and consciously

pass their limits. Their perception o moderation is distorted, a majority believeit is sae to consume six or more drinks per night. In a typical week they drink three to ve nights.

Driving Forces

To eel more comortable around the opposite sex. To eel accepted in socialsettings, and to maintain their party image.

At-Risk Thrill-Seekers: FraternityMembers

Male Thrill-Seekers are likely to be involvedin raternities. Within these organizations86% o members engage in high-risk

drinking. Male Greeks eel the need touphold their image, rom throwing the

best party to winning drinking games. Asinventors o the pre- and ater-party,

raternity members will drink or hours,consuming up to 12 drinks per occasion.

Relaxers 17%, upperclassmen, tend to be 21-22 years old

Work hard, play harder. Relaxers try to balance a busy liestyle including work,school, riends and signicant others. They enjoy staying involved, but drink to

relax ater a stressul week. They consume alcohol one night per week.Casual drinkers. They have established limits, but when they pass those limitsthey begin to drink heavily and irresponsibly. Friends are important, but not

always inuential when it comes to drinking. Realizing that it is their own choice,when they drink in excess they do so consciously.

Driving ForcesSee alcohol as a stress reliever. Drink to momentarily let loose and escape theirresponsibilities.

At-Risk Relaxers: Student-Athletes

Student-athletes view drinking as a rewardater a tense week. Stress and peer

pressure oten lead them to drink inexcess. Although student-athletes reportgreater exposure to alcohol prevention

eorts, 53% are high-risk drinkers . Theircommitments leave them with limited ree

time, but on a day o they will drink

heavily as a way to let loose.

Socialites 31% , mostly emales, tend to be 20-22 years old

Crave attention. Socialites know where to nd bar specials and the bestparties. They value drinking as a critical aspect o their social lives. Going out is

the best way to catch up with riends. Concerned with upholding their image,where they’re seen and what they’re drinking, they consume alcohol two tothree nights per week.Socializing as an art orm. They drink beore going out and preer social

unctions involving alcohol. They tend to have six or more drinks per occasion,and disregard consequences regarding underage drinking and the use o akeIDs.

Driving Forces To have un with riends and meet new people. To eel at ease with the opposite

sex.

At-Risk Socialites: Sorority Members

Female Socialites are 20% more likely to beGreek. Within sororities 80% o members

are high-risk drinkers. They acepressure to t in leading them to partake

in alcohol-endorsed events: like socialsand date unctions. While they are

concerned with upholding their image,1/4 reported that their close riends do notdisapprove i they consume ve or more

drinks per occasion.

“When you get to college, you realize that alcohol is the one thing that

you probably have in common with all these strangers around you.” – Ema, 18, Experimenter

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OBJECTIVES & RECOMMENDATIONS

Ater the research-based oundation was established,Florida State developed three campaign objectives:

Increase the practice o responsible drinking habits among college students aged 18-22years old rom 64% to 75%

Decrease the overall rate o high-risk drinking on college campuses rom 40% to 35%

Reduce the average amount o alcohol consumed by high-risk drinkers rom 11.4 to 10drinks per week

Redene key terms — rephrase binge drinking to high-risk drinking so the term is understood andreects the severity o the issue; redene responsible drinking so students understand how to drink in

terms o moderation, pacing and other habits, rather than simply associating the term with having adesignated driver

Utilize segmentation within the iGeneration to target college students based on the driving orcesthat motivate them to drink

Emphasize the importance o individual choice in empowering iGens to alter their drinkinghabits, thereore changing the perception that excessive drinking is acceptable

Focus creative eorts on altering the drinking cultures on individual campuses tosubsequently decrease the national rate o high-risk drinking

Leverage the budget with partnerships to strengthen the message and reach o thecampaign

Engage the target with innovative marketing eorts — emphasizing non-traditionamedia, promotions, viral and guerilla — which will resonate and emotionally conne

with the iGeneration

Connect with stakeholders, inviting them to participate in the campaign and tapart in solving the issue

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These objectives will be met through the ollowing

seven campaign recommendations:

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reat veCreative Brief

Strategy

iGens are driven individuals who embrace change and new experiences. They expect

their liestyle to be viewed with an open-mind and are unhappy when conronted withlimits. iGens believe they can achieve whatever they set out to do. They are inspired by a

good cause and eel people their age have the greatest ability to make positive change. Energetic. Passionate. iGens take initiative and want to prove themselves. As individuals

and as a generation, they want to make an impact, be known and be heard. The need toestablish their identity leads them to experiment and take risks. They consider excessive

drinking a socially acceptable behavior, disregarding its negative consequences.

What they currently think…

Drinking is an integrated part o my college experience. A way to maintain relationships, create stories andlasting memories. It is an individual choice. I am responsible or my actions and my alcohol intake. I set my

own limits — which I oten pass. Excessive drinking is a problem on my college campus, but I don’t eel it isa personal issue. I don’t consider “bingeing” a lie threatening activity. It’s just a way to have un. Responsible

drinking is not about moderation, but about having a designated driver.

What we want them to think…High-risk drinking is not sae even though my peers have always recognized it as a socially acceptablebehavior. I don’t need to drink excessively or keep up with others. It is unnecessary to drink to the point o

losing my inhibitions to have un.

I need to acknowledge when excessive drinking aects me negatively, and to reduce the amount o alcohol Iconsume beore it aects other aspects o my lie. I will stop and evaluate what is important in my lie and

make better choices.

Compelling idea to remember

I need to wake up and realize that these are my choices. No one can make me stop drinking excessively. OnlyI have the power to redene my drinking habits.

SupportiGens want to be seen and spoken to as unique individuals, but be collectively understood and respected.Students are the source o the problem and the key to solving this issue. Their voices and opinions arepowerul and inuential. They are motivated by a daily challenge. By taking small steps they can make

signicant changes.

Tone

Empowering. Encourage them to make change in their lie.

Genuine. Present realistic situations.Conversational. Speak to them personally.

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“I like the simplicity,

yet feeling of

change it provokes.

It’s strong and

motivating.”

–Damien, age 21,

Thill-Seeker

“It brings your

behavior to your

attention. It is

implying something

needs to change.”

-Desiree, age 19,

Socialite

“College students

dene themselves

through drinking and partying. It’s time to

change.” – Brie, age 20,

Relaxer

“I think it’s a dierent

approach to the

tired subject of

binge drinking.”

–Shaun, age 22,

Thrill-Seeker

“redene… mak

me want to take

another look and

reexamine my choices.”

– Kayla, age 18,

Experimenter

r ed f nee“redene” is an empowering tagline that ocuses on the core ideas o change and makingbetter choices when consuming alcohol. It places the power and responsibility in the handso the students, allowing them to redene their liestyles at their own pace and based onindividual situations.

This idea can be expressed through multiple platorms encouraging iGens to “redene” theirviews, values and behaviors. This powerul tagline will encourage iGens to:

• “redene” their motivations to drink and realize high-risk drinking is not a

necessary part o the college liestyle

• “redene” the high-risk nature o excessive drinking and realize when it

becomes a personal issue

• “redene” their denition o responsible drinking to associate the behaviorwith moderation and being accountable or their choices

• “redene” their drinking consumption habits and acknowledge when theirdecisions are being dened by alcohol

• “redene” their priorities and achieve their goals by understanding that their

college experience does not have to revolve around alcohol consumption

“redene” is inspirational and will make iGens think. It creates curiosity and sparks

conversation. “redene” invites iGens to reconsider their choices regarding alcohol

consumption. “redene” creates synergy across the entire campaign as the uniyingelement expressed throughout all executions.

To ensure that the creative ideas would eectively resonate with the target market, Florida State conducted extensive

concept testing among 120 college students. Students said they wanted personal stories and preerred campaigns witha clear and honest message. Nearly every student mentioned that “redene” can inspire and lead to change. Students

believed that the tagline challenged them to rethink their habits and reevaluate their values.

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Focusing on motivation as opposed toquantity consumed, the print

advertisements target students or who theyare and why they drink. The ads show how

high-risk drinking blurs the lines o sight – both physically and psychologically– making it dicult or iGens to keep their

values clearly dened. The print executionsocus on a single power word: choices,

image, escape, thrill and limits. Each wordwas chosen based on the drinking

motivations o the particular segment thatthe print ad is aimed to connect with. Whilethe overall image is blurred, within the words

the picture is vibrant and clear. The copy thentells a compelling story.

Each print advertisement ollows the same

structure, depicting dierent types o iGenswith unique motivations and drinking habits. By redening the inuence o the power word in terms o drinking, the

subject redenes the value o the word itsel. The print ads will run in magazines and college newspapers where the targetwill be most accurately reached. The print ads will empower iGens, draw them in and make them want to listen.Inormation simply cannot be thrust upon them. I t must speak to them. College students will be moved to redene their

own motivations.

MOTIVATION REDEFINED

Print Advertisements

There is reedom in escape.It hums in my ears. Melts in a warm

cup. I crave these moments o clarity. When there’s no stress. It’s

just me. But these moments are raAnd sometimes, they’re not enoug

to help me unwind. When I drink aa release, I don’t drink responsibly.lose control. When I redene my

escape rom stress, I redene myocus.

14



iGens enjoy socializing at bars and clubs, making theseestablishments crucial places to connect with them. Since these

are the locations where high-risk drinking most oten occurs, thecampaign will target iGens at the source o the problem. To ensure

high reach and guarantee relevance, the campaign will bring the“redene” message to local bars and clubs near the spot campuses.

Non-traditional bar advertisements will be placed in two locationswhere iGens will certainly take notice: bar coasters and bathroommirrors. The bar coasters incorporate the blurred theme o the

campaign executions while providing iGens with an incentive tovisit the campaign’s website. To drive iGens to the website, the

coasters will contain a promotional code that can be enteredonline to win prizes rom the campaign sponsors. These coasters

will provide the opportunity to connect with iGens by remindingthem o the “redene” message. To make an impression, words andimages must be attention-grabbing. Mirror decals will be placed in

the bathrooms o bars and clubs to provoke iGens to think abouttheir image and reconsider their drinking habits. The copy will be

a simple statement – a testimonial – as to how excessive drinkingcan alter perceptions. These non-traditional executions allow iGens

to literally reect upon the “redene” message while they are outdrinking and socializing.

Bar Advertising

15



Production NotesTheme: High-risk drinking blurs perception. Movements, sensations and even values become unclear.When you redene excessive drinking habits, you redene expression.Casting: A passionate young man with whom college students can relate.Music: “Freestyler” arranged by Bomunk MC reinorces positive change with a modern, upbeat tone.

Eects: Typography motion graphics.Concept Description and Development

The commercial opens on a male voice and ast-paced graphics. At rst, the image is blurred until the talent begins tobreak dance. The shots shit rhythmically, while his words continue to spell in sync with the movement. He describes his

drive or dancing, and the vivid sensations that make every pulse a rush. But when he drinks in excess, he risks losing it all. The overall execution is edgy and ast-paced, a style that will grab iGens’ attention.

All commercials will ollow the same structure, showing iGens with dierent motivations. It promotes synergy with print

executions incorporating the blur, emphasizing individual choices and sharing personal stories. The greatest strength is thetone. It doesn’t talk down to iGens; rather it speaks directly to them. Through these executions the “redene” message will

empower iGens to alter their own drinking habits and initiate personal change.

[Camera opens on typography graphic]“The beat clears my perception.”

[Cut to blurred close up o talentVFX: typography]“I do it…”

[(cont’d)]“…or the rush.”

[Cut to talent dancingVFX: typography]“Rhythm pulsing. Heart pounding.”

[Cut to new shot o talent dancingVFX: typography]“I let the music dr ive me. When I let go, I can’t betouched.”

[Cut to new shot o talent dancingVFX: typography]“But when I let go and drink too much, I lose therush.”

[Cut to new shot o talent dancingVFX: typography]“My mind blurs. No balance, no control. But I canchange my habits step by step.”

[Talent kicks oot towards camera, stamping theredene logo on the screenVFX: redene logo]“When I redene my drinking perception…”

[Fade to black; logo remains in whiteVFX: redene your perception at redene.org]“I redene my reedom o expression.”

RHYTHM REDEFINED Commercial Storyboard

16



SynergySynergyPromotional Strategy

iGens are receptive to messages and campaigns that integrate eortlessly into their on- and ofine world. The campaign’s advertising, promotions, public relations eorts and media selection work to create seamlesssynergy throughout the “redene” campaign. With a strong understanding that the iGeneration is constantly

looking or endless variety, the campaign integrates media on multiple platorms. Florida State will create ameaningul connection with iGens through unique insights, compelling executions and inormative content.

Power Partners

By partnering with the ollowing brands and organizations, The Century Council will strengthen the

dynamics o the “redene” campaign. These partners were careully selected based on their brand personalityand past support o social causes. They understand that iGens are a socially conscious generation that values

companies which support a social cause. These Power Partners will leverage an additional $1.875 million to theoverall budget. In addition to associating their brand with a strong cause, sponsor benets include:

Promotion Objectives

• Implement and maintain synergy among all traditional and non-traditional executions

• Suggest careully selected partners and co-sponsorships to strengthen the overall reacho the campaign

• Based on national alcohol consumption patterns selected when and where executionswill be applied throughout the campaign’s duration

•

Advertising space on redene.org and collateral materials

• Publicity through the campaign and promotions

• Recognition and mention in The Century Council press releases

• Opportunity to build brand loyalty among iGens

Strategy

The campaign has been designed to be anything but ordinary. By creating a mix o non-traditional andinteractive eorts, the “redene” campaign will get in touch with iGens on their level. While the executionsextend beyond conventional tactics, traditional eorts were also implemented to ensure eective delivery o

the message.

All promotions will meet the previously established campaign objectives and display the segment(s) it aims to

reach and the location where it will take place (national, online, spot or a la carte). A combination o traditionaland non-traditional tactics will be used to increase awareness and participation in the “redene” campaign. The

innovative strategy will motivate iGens to make better choices, thereore reducing high-risk drinking. Althoughthe list o promotional options is integrated, each execution can be eective i implemented on its own. Each

“redene” promotion was designed to eectively deliver the campaign message and create compelling results.

17



University of Maryland

University of Minnesota

University of Missouri

University of Illinois

University of Iowa

Purdue University

Arizona State University

Florida State University

University of TexasLouisiana State University

Michigan State University

University of Wisconsin

University of Alabama

University of Central Florida

University of Colorado

University of New Hampshire

University of South Florida

Indiana University- Bloomington

San Diego State University

University of Tennessee

University of California Santa Barbara

This crew of iGens will be responsible for

bringing the “redene” campaign to life.

The Entourage will pound the pavement andamplify the reach of the campaign, instilling a

movement students won’t be able to ignore.

Most importantly, The Entourage will empower

iGens to make better choices.

Their ultimate goal: to show iGens the

importance of redening their lifestyles and

limiting their alcohol consumption.

The Entourage will be equipped with the

necessary tools to encourage responsible

drinking and implement spot promotions. By

educating administrators, stakeholders, health

professionals and most importantly students,

they will help achieve the campaign objectives.

University of Georgia

University of Massachusetts

University of Mississippi

New York University

West Virginia University

Rutgers University

Ohio State University

University of Florida

Penn State University

Thirty energetic groups of 4 student ambassadors at each selected campus

The Entourage

To create the greatest impact, the promotional strategy will include a mix o national and

local promotions. Addressing excessive drinking on at-risk campuses will generate

remarkable results, creating a nationwide impact. The “redene” message will inspire iGens toreexamine their drinking habits.

Think Globally. Act Locally.

National. These promotions will be implemented to raise awareness among all college students andstakeholders. National promotions will engage iGens and drive them to the “redene” website where they

will become acquainted with the message.

Spot campuses. Thirty universities were selected as the most at-risk campuses based on undergraduateenrollment, party school ranking and geographic location*. Spot campuses are used throughout

traditional media executions and serve as the basis or most non-traditional executions. The use o spotpromotions allows customization o the campaign based on the school’s high-risk drinking situation.

A la carte. Spot executions will also be oered as a la carte promotions via the “redene” website.Stakeholders rom any university will access electronic kits with detailed instructions on how to

implement “redene” promotions on their own campuses. Stakeholders will be able to select eectiveoptions based on their school’s budget and needs.

Online. At redene.org iGens will be able to experience the campaign’s message regardless o geographiclocation. Through the interactive promotions iGens will learn how to redene their drinking habits.

Size- Schools with over 20,000 undergraduate students enrolled

Status- Top 20 party schools according to the Princeton ReviewLocation- Regions with the highest rates o high-risk drinking (Northeast and Midwest)**

Spot Campus Selection*

18

** Simmons Market Research



Florida State University implemented a small-scaleversion o Disruption Day. Eye catching? Our execution

resulted in coverage on the ront page o the school’s

newspaper, The FSView , support rom campus police andimmense curiosity rom students. Photos, videos, textmessages, Facebook posts and conversations quicklyreached everyone, even students who were not on

campus. Florida State sat back and watched as the viralspread throughout the university. Community interest

demonstrates the eectiveness o such a viral promotionand its potential success in bringing awareness to the

issue o high-risk drinking.

Note: Law enorcement was contacted prior to the implementation

Disruption Day

Experimenters, Relaxers, Socialites, Thrill-Seekers

100 Strategically Selected Campuses

The “redene” campaign will kick o with a non-traditional tactic that will spark curiosity among iGensnationwide. To break past the clutter o traditional outlets, students’ bodies will be used as the medium tointroduce the campaign. This promotion will involve 15 students staged as “passed out partiers” in high

trac areas around the 30 spot campuses; an additional 70 campuses will run newspaper ads. Dressed asi they had gone out the night beore, their presence will demand attention rom those passing by. A call

to action written in sidewalk chalk next to each participant will read: “Want to know how I got here? Visitredene.org.”

Curiosity will drive iGens to redene.org where they will be greeted with live eeds o the “partiers” andvideos o other students’ reactions. iGens will be able to post their own photos and videos o the “partiers”

at their own campus. To trigger conversations, students will also have the option to send the viral videosto riends in other cities. This heavy drive to the website will allow

promotional success to be quickly and eciently measured.Word-o-mouth among iGens will spread the message through

popular sites such as Facebook, YouTube and Blogger, allowingstudents at campuses around the nation to share the experience

with riends.

This promotion will also create buzz among administrators andother stakeholders. Administrators and health specialists at

universities across the country will receive emails with a video o the viral. The short video clip will end with inormation about the

“redene” campaign and the link to the website – where they canread more about the movement and learn how to get involved.

Publicity will urther leverage this promotion to anational level. To ensure coverage, local and regional

media will be teased prior to the kick o. Mediarepresentatives will receive messages planted insideglass bottles, reading: “Redene your story”, 9.9.09 (the

date o the kick-o) and the campus location. Thisinnovative tactic will ensure local coverage with the

potential to be picked up by national media outlets.

Target

LocationKey:

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Make It Count

iGens will be invited to create a personal prole and join the Make It Count program. This points-based system willreward students or their progress towards adopting healthier habits. The points will become an added value

incentive or iGens to register. This program will be the driving orce or students to stay on the website and interactwith its content. Once engaged in the “redene” message, iGens will continue to visit the site and consider howhigh-risk drinking aects their lives. Joining this program is the rst step iGens can take towards redening their

alcohol consumption.

The Points SystemStudents accumulate points based on participation in on- and ofine activities. Points can be redeemed up to 2,000

per semester; members can select rewards including coupons and git cards rom the campaign Power Partners.

Additional pages:

The Real Deal – Educational inormationregarding at-risk situations, such as determiningwhen a riend needs medical

attentionHealthy Habits – Health inormation about

how high-risk drinking aects the body

AlterNight – List o local alternative nightlieactivities or studentsHappy Hour – Educational virtual bar tutorial,BAC calculator and inormation on sae

consumptionTalk About It – Members-only blog eaturing

entries about how students are redening theirhabitsRedefne Your Campus – Inormation on howstudents can bring the “redene” campaign totheir campus and participate in The Entourage

Register 50

Invite a Friend 50

Upload Photo 200

Blog Entry 200

Upload Video 250

Monthly Activity 300

On/ofine promotions varies

Activity Points

Welcome to redefne.org

Experimenters, Relaxers, Socialites, Thrill-SeekersOnline

iGens are an incredibly tech-savvy group. They crave connectivity and welcome the constant ow o media.

The campaign will engage iGens by making its message simple and easily accessible. The “redene” website willseamlessly integrate all aspects o the campaign. At this all-inclusive site iGens and stakeholders will have access

to campaign inormation, materials and promotions. They will be driven to redene.org through a call to actionon all promotional materials, traditional media and online advertising.

This highly interactive website will encourage participation in the “redene” movement. To captivate iGens’attention the site will include a variety o activities ranging rom blogs to videos — even a virtual bar. Monthlyactivities will give iGens a reason to revisit the site each month. The activities are designed to show students how

to redene their drinking habits, leading them to make better decisions.

20



By encouraging constant participation, the “redene”website will be eective in curbing alcohol

consumption among students. Unlike other sites,redene.org will allow iGens to measure their progress

and connect with others who are also trying to redenetheir habits. The support aspect alone makes thiswebsite an innovative component o the campaign.

Increased exposure to the “redene” message will leadstudents to take the necessary steps to redene their

consumption. Students will start making healthierdecisions and eventually realize that high-risk drinking is

not a necessary part o the college liestyle.

Additional Inormation:Inspiring Change – Feature story o the monthMark the Date – Upcoming promotionsOur Perspective – Student testimonials about the movementBlogger o the Month – Link to the best stakeholder’s blogMake the A-list – List o participating schoolsBeyond Socially Conscious – Comments rom sponsors about being involvedRedefning News – News stories about the schools and the campaign

“I like sites that give me control. Like being able to comment on

videos, and upload my own content. That’s addicting.” – Alan, 20, Relaxer

Keepin’ Up

Administrators, Health Proessionals

National

Keepin’ Up will provide important news and timely inormation aboutthe “redene” movement. This e-zine will help build rapport with key

audiences. Stakeholders, especially administrators and healthproessionals, will appreciate being updated and receiving valuable

inormation about upcoming promotions and campaignaccomplishments. I stakeholders are urther interested in a story they

will be able to click it and read the ull article on the website.Stakeholders will also have the option to orward the e-zine andinormation about the campaign to colleagues or riends.

Participating stakeholders will be encouraged to share their campus

stories with others by sending a report o their activities to the e-zinewriters. Through these stories Keepin’ Up will highlight the progressbeing made in redening the drinking culture at campuses around

the country. The e-zine will ur ther encourage administrators atpotential schools to join the “redene” campaign.

redefne.org/stakeholders

Administrators, Health Proessionals,Law Enorcement, Merchants, Parents

Online

This microsite is dedicated to administrators, parents,merchants, law enorcement and health proessionals.

At the site, these stakeholders will be able to ndinormation about the iGeneration and the “redene”campaign. The inormation, including reports about

students’ drinking habits and liestyles, will help themunderstand students. Stakeholders will learn about the

steps other schools are taking to redene their drinkingcultures, and how to bring the “redene”campaign to their own campus. Electronic kits with

detailed inormation about a la carte promotions willallow administrators to choose promotions and

implement them based on their universities’ needs andbudget. To urther keep them inormed, stakeholders

will also receive a monthly e-zine, called Keepin’ Up, with

the latest campaign updates.

21



Redefne Your Design

Experimenters, Relaxers, Socialites, Thrill-Seekers National

The college drinking culture extends to various parts o students’ liestyles, including living spaces. Studentsshow o their drinking habits by decorating their apartments with empty bottles o alcohol. These “decoration

reinorce the idea that high-risk drinking is an integrated part o the college experience. Redefne Your Design wbe a national sweepstakes to encourage students to redene their liestyle by giving them the chance to win a

apartment makeover, compliments o IKEA.

Non-traditional tactics will be usedto raise awareness o this

promotion. For a week, a clear glassbox will be placed at ve target

campuses. Inside will be a messyapartment decorated with liquor

bottles. A message inside theapartment will read: “Goodbyesecurity deposit. Is this your idea o

decorating? Redene Your Design.”A week later, IKEA representatives

will redecorate the apartment with

IKEA urniture and place themessage: “Hello Remodeling.Whoever said liquor bottles makeor good décor has never seen

this. Redene Your Design.” Viralvideos o the transormation will

run on Facebook and YouTube, tocreate buzz about the sweepstakes and drive students to redene.org. Inormation on the website will explain

how high-risk drinking not only aects students’ health, but also the image o their living space. Students will bdirected to the Redefne Your Design interactive activity, to clean and redecorate a vir tual apartment by

dragging IKEA urniture into the image. Once they have created their ideal apartment, they will be entered intothe sweepstakes. The interactive element will keep students on the website long enough to be exposed to the“redene” message.

Make the Pledge

Freshmen Spot Campuses, A la Carte

College presents students with tremendous independence, which is why the “redene” campaign will target them at thestart o their college careers. Freshmen students’ rst semester on campus is a crucial time during which they will dene the

choices. Make the Pledge will prompt students to think about their next our years in college, reconsider their priorities anddecide what is valuable to them.

The Entourage will set up a Make the Pledge tent in high-trac areas on thespot campuses. Signs around campus will direct students to the tent where

they will be given ree “redene” t-shirts. Students will be asked to write onthe t-shirts what they want to redene. The Entourage will provide studentswith tools such as spray paint, iron-ons and markers to decorate their shirts.

Students who choose to make a shirt will be invited to register atredene.org and join the Make It Count program. This program will help

them keep track o their progress as they start making sae and responsibledecisions regarding alcohol consumption. At redene.org, students will also

be encouraged to submit their t-shirt designs and “redene” messages. Theywill be instructed to upload their photos or a chance to win points and

potential prizes. The student who has the most inspiring redenition willwin a prize rom one o the campaign sponsors.

22



Perception is Reality

Thrill-Seekers Spot Campuses, A la Carte

Simply telling iGens there are negative consequences to excessivedrinking is not enough to make them reconsider their actions. To

impact Thrill-Seekers, The Entourage will place images portraying the

negative consequences o high-risk drinking in strategic locationsaround campus. This promotion ocuses on engaging students byshowing them consequences in non-traditional ways. Students are sure

to pay attention to messages that can be ound at unexpected placessuch as bus stops. At various bus shelters around campus, each awning’sunderside will have a large decal showing the ceiling o a bedroom. It

will read: “This is where I thought I slept.” On the sidewalk underneath, alarge lawn decal will read: “But this is where I woke up.” iGens will be able

to relate to the message, realizing they need to reconsider their drinkinghabits beore these consequences happen to them.

Up 2 Date

Relaxers Spot Campuses, A la Carte

Always on the go, iGens are known or liestyles crammed

with activity. During the rst week o school, spot campusesaround the nation will hand out academic planners with key

“redene” messages. Inside, students will nd stickers withsayings such as “redene Test Day,” “redene Date Night” and“redene Party.” Students will interact with the messages by

placing them on important dates. Interesting acts about thenegative aspects o drinking in excess, the “redene” logo

and website will be ound at the top o each calendar week. Through the use o these planners iGens will becomeconstantly exposed to the “redene” message or the

duration o the academic year.

Birthday Interruption

Experimenters, Relaxers, Socialites, Thrill-Seekers National

A birthday is viewed as an important rite o passage or college students. With each year comes agreater sense o reedom; however, students tend to orget their responsibilities during their

birthday celebrations. Birthday e-cards will be sent to all students on the university e-mailing list ontheir special day. Students can also register online to send an e-card to a riend on their bir thday.

Birthday Interruption will be advertised on Facebook, a site requented by college students and apopular place or sending birthday wishes. When writing on a riend’s prole on their birthday, ther

will be an option to send them a “redene” birthday e-card. The card will contain the message“Your riends are throwing a party or you, go to redene.org to check out the plans.” Once on thesite, the e-card recipient will be asked to enter their name and phone number. The student will

be shown a video o a party, where people are searching or the birthday girl/boy. A person in thevideo will make a call; at the same instant, the student’s phone will ring. A pre-recorded message

will remind students that it is their night and they should remember it by pacing themselves. Forunderage students, the message will remind them that they do not have to drink to have a great

birthday party. Following the video, a screen will open with alternate party planning tips.

23



Behind Bars

Experimenters Spot Campuses, A la Carte

Underage college students oten do not consider the severe consequences o

high-risk and underage drinking. They believe that because drinking is socommonplace, they can avoid negative legal issues. Beginning in the Fall semester,elevator messages will be let in dormitories to remind students o these

consequences. When students walk into their dorm elevators, the back wall will bedecorated with mug shots o students. When the student turns, the elevator doors

close to reveal jail bars with the message: “Not the bars you planned on seeingtonight?” and a call to action to visit redene.org. Behind Bars will show underage

students the real consequences o their actions. It will help them realize that gettingarrested or being charged with DUI is a possibility or anyone who chooses toparticipate in high-risk and underage drinking.

P.A.L. (Personal Athletic Leader) Program

Student-Athletes

National

The idea that college is a continuous party is a common misperception amon

high school seniors. It is the reason many students eel compelled to drink themoment they set oot on campus. This promotion will eectively educate

soon-to-be college reshmen about the realities and dangers o high-risk drinking through a unique mentorship program. Going beyond traditionaldrinking education, student-athletes will learn how to inorm incoming

reshmen o the negative consequences o high-risk drinking. Each mentor wgain online access to a discussion panel o health experts and receive

inormation on topics to be discussed during athlete-to-student groupsessions. Student-athletes will visit local schools to share with high school

seniors the realities and consequences o high-risk drinking. Participation inP.A.L. will count towards community service hours and will create positive publicity or college sports programs. Becausehigh school seniors are more likely to view an athlete as a role model, the student-athlete’s knowledge o this issue will

achieve credibility among high school seniors. Student-athletes’ responsibility as mentors will discourage them romengaging in high-risk drinking. P.A.L. will partner with the NCAA and be implemented on a national level.

Live Your Letters

Sororities

Spot Campuses

Greek women value socializing and maintaining a positive image. These iGens view

drinking as a way to have un, but when they engage in high-risk drinking theirbehavior reects negatively on themselves and their chapter. The Live Your Letters

promotion will reinorce the “redene” message to Greek women through a

practical medium they will carry with them and use all the time.

The Entourage will deliver customized compact mirrors to sorority houses, in the

spot campuses, during Greek bid day. The message on the ront o the compactmirrors will read “Live Your Letters.” Inside, a clear customized sticker will ask Greek

women: “Do I look like a ZTA (or relevant title) right now?” The mirrors will bepocketsize, thereore sorority women will be able to pull them out throughout the

night. This promotion serves as a quick reminder to sorority members to upholdtheir Greek values when they go out to socials and other events. The mirrors will be

enclosed in Sephora packaging, and the box copy will read: “Live Your Letters,Redene Your Image.” Every sorority member that registers on the website will beentered to win a ree makeover by Sephora.

24



Don’t Un-Tag Your Lie

Socialites National

A majority o college students drink with the anticipation o creating memoriesand sharing them with riends, but oten they realize not every experiences

worth remembering. This promotion will utilize Facebook, a site where picturescan be uploaded and “tagged” to appear in riends’ proles. While most remain

posted, college students are quick to un-tag embarrassing photos to avoidpublic scrutiny. The Don’t Un-Tag Your Lie Facebook application will remind

students how easy it is or employers and riends to access the pictures theypost online. The promotion will encourage students to redene their online

image by un-tagging inappropriate photos. As part o the application, alluntagged photos will be collected in a personal older. Facebook willautomatically keep a count o how many photos accumulate in a user ’s older,

notiying them how many moments have been un-tagged. The older and tallywill serve as a constant reminder o the choices the user needs to redene. By

adding this application, iGens can make the pledge to avoid high-risk drinkingsituations that lead them to capture embarrassing moments.

Snapshot Moments

Experimenters, Relaxers, Socialites, Thrill-Seekers Spot Campuses, A la Carte

College students are passionate about their sports teams. They love going to games

and becoming a part o the action. But when students high-risk drink beore games,they miss out on important sports moments that will not happen again. Prior tothe start o college ootball and basketball games, The Entourage will be outside the

stadium or convention center passing out “redene” t-shirts. During the haltime show,the JumboTron will show a photo o one o the players rom the school ollowed by

a video testimony in which players will discuss their proudest moments in the gameand how drinking in excess can destroy these moments and their ability to play. Aterthe testimonial, the camera will pan through the crowd and choose a student wearing

a “redene” t-shirt. The student’s snapshot will appear on the JumboTron and thatparticular an will receive a ree ball signed by the coach o their team. College

students look up to their school’s athletes. By showing what makes these moments inthe games so important, the students will want to redene how they experience these

moments as spirited ans.

Redefne Your Ride

Experimenters, Relaxers, Socialites, Thrill-SeekersNational

Starting o the Spring semester, this national promotion will show

students how they can redenetheir decisions to drink and drive. Drivingwhile intoxicated is oten a negative result o drinking in excess and usingbad judgment. Redefne Your Ride will address this issue and ways to avoidsuch occurrences. Students will register at redene.org, where they will

enter to win a Volkswagen Jetta by participating in a short interactiveactivity. Students will be conronted with situations regarding high-risk

drinking and driving, then asked what choices they would make in suchsituations. An explanation o the risks and consequences o their actions

will ollow, joined by an interactive visual o a Jetta that students cancustomize. iGens will be able to choose the paint job, sound system, rims and other parts o the car to make theirideal ride. Students will then be entered in the sweepstakes to win their customized Jetta. By giving iGens the

option to interact with the campaign message, Volkswagen will receive recognition rom this target and associationwith the “redene” cause.

25



Wii In

Experimenters, Relaxers, Socialites Spot Campuses, A la carte

Wii In will give students the tools to redene their health. Exercising and staying t are important goals or iGens. The“redene” campaign will partner with Nintendo Wii to show students how drinking in moderation is a smart choice or a

more healthy liestyle. I students realized that the calories in some alcoholicdrinks equaled a cheeseburger, they might not want to consume our

cheeseburgers in two hours.

The Entourage will set up Wii Fit stations in high-trac areas on the spot

campuses, where students will be invited to test out new games. A Wii trainerwill discuss with students their alcohol consumption habits and the negativeeects o high-risk drinking. Students will receive a personalized workout plan

and a weight goal to reach by date o the Wii In’s return. Students willappreciate the personal eedback and recommendations rom the trainer. The

handout will drive students to redene.org by giving them a promotional codethey can redeem or points. Three months later, Wii In will return to see i

students ollowed their plans to lose weight and stay t. Students who mettheir goals will be rewarded with Wii Fit prizes.

Destination Spring Break Relaxers, Socialites, Thrill Seekers

Spot Campuses; Key West, Panama City Beach, Daytona Beach,

South Padre Island

iGens consider Spring Break to be the ultimate escape rom their

responsibilities and an excuse to drink in excess. Through Destination Spring

Break , The Entourage will reinorce the campaign message beore students

go on vacation. Reaching iGens beore Spring Break will eectively promoteresponsible behavior during the week. Beginning in February, street teamswill hand out branded gear with the “redene” logo to encourage responsible consumption. While handing out luggage ta

beach balls, hats and t-shirts, The Entourage will promote registration on redene.org. The street team will also inormstudents that those spotted with “redene” gear at our o the top Spring Break destinations will automatically win prizes.

During March and April, iGens local to these destinations will be hired as temporary street team members. They will look ostudents sporting “redene” gear, pass out prizes and take and upload photos to redene.org. These extra incentives will

guarantee that students bring their “redene” gear with them on vacation. Serving as a constant reminder to drink inmoderation, the branded gear will encourage students to make sae and responsible choices. iGens will become immersethe “redene” message through radio spots, billboard ads and sandvertising in our o the top Spring Break destination citie

Art Into Action

Experimenters, Relaxers, SocialitesSpot Campuses

Art into Action will give iGens the opportunity to voice why they have chosen toredene their liestyles. The art competition will encourage students to submit artwork

demonstrating how they have redened their drinking habits. Through a medium o theirchoice, students will express their personal stories and inspire others to make responsible

choices. Students will register at redene.org to enter their school’s Art into Action competition. The Entourage will host art shows at the spot campuses to showcase thestudent-generated pieces. Students at these campuses will be eligible win a $500

scholarship, with three scholarships being awarded per school. Submitted artwork willbe judged based on quality and eectiveness to deliver the “redene” message. Winning

pieces will be eatured on redene.org and the Keepin’ Up e-zine.

Art into Action will bring to light the proactive steps participating schools are taking to

combat high-risk drinking. Public relations eorts will promote the art shows andgenerate positive media exposure or the schools. Media coverage will encourage

administrators at other campuses to join the “redene” campaign.

26



College Talk

Parents, Freshmen Spot Campuses, A la Carte

The rst year o college can be a dicult adjustment or parents andstudents. While students learn how to deal with newound reedom, parents

are let worrying about whether their child is making good choices. College

Talk will help create a new eld o communication between college students

and their parents. At reshmen orientation, two postcards will be handedout to parents. The rst will contain a picture o the student’s school and themessage “redene your reedom.” Parents will be encouraged to send these

postcards to their child as a reminder to act responsibly with theirindependence. The second will be a postcard with a chart o common

statements students make to their parents about their activities. The chartwill also contain a translation o what these statements actually mean. This

will help parents to better understand their child’s college lie and will gives them an opportunity to talk with their child aboutdrinking in a more casual, inormed manner. The postcard will address the act that drinking is a common college problem. It will

direct parents to redene.org or more inormation about high-risk drinking, and how to talk to their child about this issue.

Glory Games

Law Enorcement, GreeksSpot Campuses, A la Carte

Police ocers are not typically viewed in a positive light by college students. Interaction andcommunication is an important actor in redening the relationship between these groups. Beore

the National Collegiate Alcohol Awareness Week, raternity and sorority pairs will team up with locallaw enorcement to orm integrated sotball teams. The teams will compete in Glory Games, a

weekend sotball tournament sponsored by the “redene” campaign. A trophy will be awarded to

the rst place winners and “redene” t-shirts will be handed out to all participants.

The “redene” campaign will partner with the Interraternity Council and Panhellenic to raise undsor National Collegiate Alcohol Awareness Week. The tournament will benet both students and

local police ocers, with the money going towards each school’s individual event. Fellow Greeks,aculty, sta, students and community members will be invited. The event is an opportunity tocreate good PR or police departments and campus Greek organizations, not to mention bragging

rights or the winning teams.

2 For 1

Merchants, Relaxers, Socialites, Thrill-Seekers

Spot CampusesWhen students drink excessively in bars and clubs, the establishments ace serious legal

consequences. Merchants will be given the opportunity to implement the 2 For 1 promotion tohelp prevent these issues. For every two alcoholic drinks purchased at a bar/club, a student willreceive a ree 12oz bottle o Dasani water and a rubber “redene” bracelet with a call to action to

visit redene.org. 2 For 1 will be advertised through Facebook, club yers, text messages and radiospots. Raising awareness o the promotion will communicate its purpose: staying hydrated as a

way to drink responsibly. Providing a hydrating suplement to students will help them learn toimplement water consumption into their habits and teach them to pace their drinking. This

promotion will benet merchants by helping them to avoid liability issues and build patron loyalty.

STAKEHOLDER PROMOTIONS

27



e aMedia• Engage iGens through creative and participatory media channels to reduce high-risk

drinking on college campuses nationwide• Select media buys that generate synergy with promotions• Implement promotions eectively through traditional and non-traditional media

vehicles at national and local levels

Overall Media Objectives:

Objective:• Achieve a combination reach o 85% and an average requency o 12 across national and spotcampuses• Advertising will begin in the introductory months and ollow with traditional drinking patterns

• Achieve strong presence nationally and through strategically selected spot campuses (see pg. 18)Strategy

• Allocate $5.8 million to traditional media• Utilize a ighting media schedule during the 2009-2010 academic school year• Use a variety o traditional media in both spot and national marketsMedia Rationale

Traditional media reaches the target at national and spot campuses to increase campaign awarenessand establish presence on college campuses

Traditional Media

Television

Thirty-second spots will air on national cable networks during prime time and late-night dayparts to increase exposure o

the “redene” campaign. Commercials will target specic segments depending on the network and vehicle. The ollowingare the most ecient cable networks and vehicles or reaching iGens:

Cable Channels and VehiclesAdult Swim (350)*

-King o the Hill-Family Guy

MTV (345)-Real World-The Hills-True Lie

VH1 (296)-Best Week Ever

Radio

Thirty-second spots will air on selected ormats during evening and late-night dayparts to reach high listenership amongcollege students. students18-24 year olds agree that “radio is one o my main sources o entertainment (122).” Spots will

air on the most popular radio ormats on both spot campuses and our o the top Spring Break destinations. College andlocal stations with these music genres will also air “redene” spots.

Radio Formats Urban Contemporary (319)

Rock (288)Contemporary Hit Radio (268)

Billboards

Billboards will be strategically placed at our o the top Spring Break destinations to add to the overall presence o the

campaign. Billboards will reinorce the “redene” message as iGens walk and drive around these locations. Collegestudents “oten notice the advertisements on billboards” (129).

E! (194)-Keeping Up With the Kardashians-Chelsea Lately

Comedy Central (169)-The Colbert Report-South Park

CW (N/A)-90210-Gossip Girls

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*Simmons Market Research



Objectives:• Engage iGens with tactics beyond traditional media to eectively deliver the campaign messagethrough innovative outlets

• Increase awareness and inspire change through the use o promotions and media selectionsduring traditional drinking time periods

• Achieve a high reach on spot campuses and continue to build exposure at a national levelStrategy:

• Allocate $2.2 million to non-traditional media• Utilize a ighting media plan that weights heavy-drinking time periods• Utilize non-traditional media on spot and national levels

Rationale:• Non-traditional media brings the creative idea to lie and builds synergy within the “redene”campaign

• Unconventional media executions attract savvy, trendsetter iGens and will boost word-o-mouth

Non-Traditional Media

Internet Advertising

Internet advertising will directly target iGens through the use o high demand vehicles. College students report that“Internet is the prime source o my inormation” (335). Because o such popularity, leaderboard and skyscraper ads

will eectively reach students. Advertisements placed on Google and Facebook will be targeted by keywords andinterests so that these ads will be ltered by geographic and psychographic inormation. A customized Facebook

application (Don’t Un-Tag Your Lie) will be incorporated into the target markets’ online proles to reinorce thecampaign message. Advertising will also be embedded within online streaming videos as an additional method togain exposure.

Selected Magazines

Gamepro (329)Cosmopolitan (293)

PC Gamer (290)Glamour (233)Shape (212)Maxim (195)ESPN The Magazine (189)Muscle & Fitness (174)

Leaderboard and Skyscraper CWtv.com (257)**YouTube.com (311)Hulu.com (172)Adultswim.com (159)MTV.com (145)Facebook.com (737)Myspace.com (383)iTunes.com (296)AOL.com (149)Gamespot.com (222)

Google.com (167)Limewire.com (164)Skype.com (132)Yahoo.com (134)Photobucket.com (189)Flickr.com (143)Monster.com (145)Slide.com (191)NBA.com (159)Pandora.com (111)

Streaming VideoCWtv.com (257)YouTube.com (311)Hulu.com (172)Adultswim.com (159)MTV.com (145)

Online PartnersSephora.comWii.comIkea.comDasani.comVW.com

Magazines

Full- and hal-page color ads in the selected print magazines will

eectively target iGens. Magazines that appeal to dierent segments werechosen to allow more individuality in the print ads and the target market these

reach. College students “enjoy reading advertisements in magazines”(141) and“rely on magazines to keep them inormed” (131).

**Quantcast.com

College Newspapers

Quarter- and hal-page advertisements in color and black-and-white will be placed in the 30 spot campuses. Theadditional 70 top campuses will eature Disruption Day advertisements. College newspapers are cost-ecient and

oer minimal to no wasted coverage among iGens. According to Alloy Media + Marketing, 96% o students readtheir college newspaper at least once a week.

29



BUDGET

Spring Break Advertising

The “redene” message will be present at the top our Spring Break locations through airplane banners and

sandvertising. Airplanes will y banners with the “redene” logo, which will also be imprinted on a ½ mile stripo sand. Because this advertising is so unique, it will strongly appeal to the 1 million students that spend their

spring break in Panama City Beach, Daytona Beach, Key West and South Padre Island.

On-Campus LCDs

LCD advertising on spot campuses oers a unique opportunity to expand reach and directly target iGens inhigh-trac places such as bars, gyms and other campus locations. Digital elements such as animation, video

clips and photos will eectively capture iGens’ attention.

Mobile Advertising

Mass text messages will be sent out to college students at the spot campuses inorming them o promotional

events. According to campus media group, 80% o college students send and receive text messages. Becausemobile advertising is cost-eective and ast, it will be practical in promoting sweepstakes and local events.

Bar Advertising

Coasters and mirror decals will be used in selected bars on the spot campuses. Reaching college students

in bars serves as an opportunity to reinorce the “redene” message while students are in a social setting. Baradvertising also oers minimal to no wasted coverage among the target.

Traditional Television

Magazine

Radio

College Newspaper

Billboards

$5,840,000$3,000,000

$1,050,000

$1,000,000

$750,000

$40,000

Non-TraditionalOnline

Spring Break

On Campus LCDs

Mobile Advertising

Bar Advertising

$2,205,000$1,920,000

$150,000

$100,000

$20,000

$15,000

PromotionsDistruption Day

Make The Pledge

Behind Bars

Birthday Interruption

Snapshot Moments

Make The Pledge

Wii In

Perception Is Reality

2 For 1

Art Into Action

Glory Games

College Talk

Redene Your Design

P.A.L.

$795,000$15,000

$115,000

$100,000

$45,000

$101,500

$37,500

$70,000

$64,000

$120,000

$45,000

$11,000

$18,500

$2,500

$50,000

Production $750,000

Evaluation $50,000

Contingency $360,000

Added ValueContributionsFrom Partners $1,875,000

Sephora

Volkswagen

Dasani

Wii

Ikea

$500,000

$500,000

$340,000

$275,000

$260,000

Campaign Value $11,875,000

30



Aug. Sept. Oct. Nov. Dec. Jan. Feb. Mar. Apr. May June July

Television

Radio

Magazine

CollegeNewspapers

Online

Billboards

The Entourage

Disruption Day

Redene.org

Redene YourDesign

Up 2 Date

Live Your Letters

Behind Bars

Birthday Interuption

Snapshot Moments

Make The Pledge

Redene Your Ride

Don’t Un-Tag YourLife

Wii In

Perception Is Reality

P.A.L.

Destination SpringBreak

2 For 1

Art Into Action

Glory Games

College Talk

Keepin’ Up

CAMPAIGN CALENDAR

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va uat onEvaluation

Tactics

• Monitor the national changes in high-risk drinking, responsible consumption practices and alcohol

consumption rates among college students through the implementation o monthly tracking surveys

• Measure the success o redene.org by tracking unique visitors, page click-through rates, average time

spent on the website, registration o students and stakeholders, page views and the number o administrators who download a la carte promotions

• Analyze the eectiveness o campaign promotions through website hits, participation and mediacoverage

• Measure online advertising through assessment o banner ad impressions and click-through rates

• Assess the quality and quantity o media coverage rom local and national media outlets

• Evaluate achievement o the campaign objectives through a national survey o college students’ drinking

habits ater the completion o the campaign

The changes in drinking rates and alcohol consumption averages, based on survey results, will prove that Florida

State has met the challenge and truly redened the college drinking culture.

Campaign Summary and Evaluation

Throughout the 2009-2010 academic year the “redene” campaign will transorm the drinking culture on collegcampuses nationwide. Success o the campaign will be achieved through the implementation o the

campaign recommendations. Segmentation will be uti lized to target iGens based on what motivates them todrink. Traditional and non-traditional media will engage the target market. Creative executions will emphasize

the importance o individual choices, while promotions will inspire iGens to reevaluate their alcoholconsumption. By empowering these students to curb their personal drinking habits, this generation will take t

rst steps towards redening the drinking culture.

Objective

Measure the impact o the “redene” campaign by evaluating the eectiveness o the three key campaignobjectives.

Strategy

The campaign evaluation will gather quantitative and qualitative data regarding the outcome o the “redene”campaign and alcohol consumption among the target market.

Eectiveness o Positive andNegative Reinorcements in HumorAdvertisements Targeting Heavyand Moderate Drinkers, InternationalCommunication Association

“Fraternities, sororities and bingedrinking: results rom a nationalstudy o American Colleges”, NASPAJournal

Future Trends, The Cassandra Report

Getty Images

Mediaightplan.com

Niaaa.nih.gov

Nielsenmedia.com

Quancast.com

Arnoldaerial.com

Casacolumbia.org

College Alcohol Survey, HarvardCollege o Public Health

“College Alcohol Use: A Full or EmptyGlass?”, Har vard School o PublicHealth

College Liestyle & Alcohol UsageSurvey, Florida State University

College Students Activities, AlloyMedia + Marketing

Core Institute Study 2004 Report

“Dying to Drink” , Harvard School o Public Health

2008 College Explorer, Alloy + MediaMarketing

2008 NCHA Survey Results, TheFlorida Center or PreventionResearch

2008 Princeton Review

2009 NSAC Case Study

“Alcohol use in the Greek system:Follow the leader”, Journal o Studieson Alcohol

Alcoholism: Clinical andExperimental Research 2009 Study,Society on Alcoholism

Quantcast.com

Simmons Market Research

Substance Abuse and Mental HeServices Administration

Task Force o the NationalAdvisory Council on Alcohol Abuand Alcoholism

TRU Alcohol Consumption, AlloyMedia + Marketing

Vital Stats Issue 5.08, The CassandReport

Underage College Students’Drinking Behavior, Access to Alcoand the Inuence o DeterrencePolicies, Journal o American CollHealth

SOURCES

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At Arrowhead Advertising we believe in developing ideas that disrupt

conventions and creating campaigns that extend beyond the ordinary.

To Florida State University, advertising is more than selling an idea. It’s about

developing innovative, research-based solutions that yield unparalleled results. Through our strategic use o integrated marketing communication techniques, we

strive to exceed our goals and ormulate new ways o engaging our target.

We understand the market because we are the market.

Our strength lies in imagination. No idea remains the same rom one day to the next.A constant ow o creative talent, innite growth and unwavering passion: this iswhat drives us. Arrowhead Advertising is a group comprised o unique individuals,

rom the unailingly organized to the wildly outspoken; but we believe creativity isa team eort and our dierences are what allow us to transorm perceptions. Our

inspiration comes rom within, but our big ideas develop in collaboration.

Florida State University Arrowhead Advertising is eager or a challenge.With our ingenuity set in motion, we’re ready to redefne the drinking culture.

ARROWHEADFlorida State University



Documents

Plans Book Arrowhead Advertising FSU