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Get back to our roots…. Take back the tap. Overview. Research methods Situation analysis Goals & objectives Creative concept Strategies, messages & tactics Planning matrix, schedule & budget Evaluation. Research. Secondary Background research Target research - PowerPoint PPT Presentation
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TAKE BACK THE TAPGET BACK TO OUR
ROOTS…
Overview
Research methodsSituation analysisGoals & objectivesCreative conceptStrategies, messages & tacticsPlanning matrix, schedule & budgetEvaluation
Research
Secondary Background research Target research
Potential target audience research Media use habits
Primary Focus groups with students In-depth interviews with administrators Informal field observation
Client Profile
• Branched off Public Citizen in fall 2005• Goals and mission statement• “Food & Water Watch works to ensure the food, water
and fish we consume is safe, accessible and sustainably produced…”
• International presence • Four key values
Communication Audit
Utilizes social media, traditional PR tactics and events
Targets college students, government officials and the general public
Key messages Water Food Fish
Issue Analysis
Problem/Opportunity Statement
Based upon the force field analysis, driving forces such as the support of the administrative staff at Colorado State University, the university’s “green” attitude, and the large amount of students who report bringing reusable water bottles to campus suggest significant opportunities for the campaign.
These forces will make it easier to raise awareness about using reusable water bottles opposed to plastic water bottles with little opposition from potential target audiences.
Furthermore, these forces will help drive the campaign to achieve the client’s goal of decreasing plastic water bottle usage at Colorado State University.
Goal
To increase the amount of water bottle refill stations on campus.
Target Audiences
Primary Colorado State University students Colorado State University facilities personnel
Robert Lee Jones, Sr. - Labor Trades and Crafts Operation and Supervisor of the Plumbing, Welding and Machine Shop
Brian Chase - Director of Facilities Management Colorado State University budget director
Becky Trentlage - Director of BudgetIntervening
Colorado State University student media workers
Primary Target Audiences
Colorado State University undergraduate students To raise awareness about the benefits of using refill stations
by 40% by May 1, 2012. To raise awareness about Food & Water Watch’s platform
for eliminating disposable water bottles on college campuses by 40% May 1, 2012.
To increase purchase of reusable water bottles by 5% by May 30, 2012.
To increase positive attitudes about tap water by 10% by April 20, 2012.
To increase the number of students consistently using refill stations by 5% by October 31, 2011.
Primary Target Audiences, cont.
Robert Lee Jones, Sr. and Brian Chase To increase awareness of refill stations among
administration by 80% by December 1, 2011. To increase the amount of refill stations installed by 8
by April 10, 2012. To increase water fountain maintenance for the
installation of refill stations by 60% by February 15, 2012.
To increase awareness of refill stations among administration by 80% by December 1, 2011.
Primary Target Audiences, cont.
Becky Trentlage To increase awareness on the use of refill stations by
80% by September 1, 2011. To increase awareness on the purposes of refill stations
by 80% by September 1, 2011. To increase awareness on the benefits of refill stations
by 80% by September 1, 2011. To reallocate appropriate funding for refill stations by
$14,000 by February 15, 2012.
Intervening Target Audience
Colorado State University Student Media To establish favorable coverage on the campaign issue by
one print news story placement by March 1, 2012. To establish favorable coverage on the event by one radio
airing by March 1, 2012. To establish favorable coverage on the campaign issue by
three radio airings on by March 15, 2012. To establish favorable coverage about the water-tasting
event prior to the event date by one print news story placement by March 15, 2012.
To establish favorable coverage about the water-tasting event by one print news story placement by April 11, 2011.
Creative Concept
“Get Back to Our Roots…”
“Take Back the Tap.”The refill station is a
tree. Multiple people can
benefit from just one. It will keep giving
beyond one generation of students.
Illustration by Brenda Valdez
Strategies
CSU undergraduate students Emotional appeal Two-sided logical appeal
Robert Lee Jones, Sr. and Brian Chase Two-sided logical appeal
Becky Trentlage Two-sided logical appeal
CSU Student Media Informational, logical appeal
Messages
CSU undergraduate students Refill stations provide a variety of benefits . Tap water is a viable alternative to purchased bottled water.
Robert Lee Jones, Sr. and Brian Chase Installing refill stations is a cost-effective option in place of
bottled water.Becky Trentlage
Installing refill stations is a cost-effective option in place of bottled water.
CSU Student Media “Taste the Difference” sheds light on the new refill stations’
presence.
Tactics
CSU undergraduate students Controlled media, social media and a campus-wide
eventRobert Lee Jones, Sr. and Brian Chase
Controlled, non-mass mediaBecky Trentlage
Controlled, non-mass mediaCSU Student Media
Uncontrolled media
Event Plan
Name of the event – Taste the DifferencePurpose of the event
To promote refill stations on campus To promote the use of refill stations on campus Encourage students to bring reusable water bottle to class Discourage students from purchasing water bottles on campus
Key message conveyed with event Tap water is tasty and healthier than bottled water Refill stations are the “green” way to enjoy water
Encourage the use of reusable water bottle Cost effective way of drinking water on the run - just fill and
drink Refill stations are quick and convenient
Target audience
Event Plan, cont.
Inviting the audience Utilize the Colorado State Take Back the Tap Facebook page to
promote prior to event date because students report they obtain news through social media outlets
Promote the event through status updates on the Colorado State Take Back the Tap Facebook page
Announce the event in press releases sent to the Rocky Mountain Collegian and KCSU to encourage media outlets to attend and report on the event
Posters will be hung Expected media coverage
An article in the Collegian Mentioning of the event in KCSU Mentioning of the event on Facebook page
Tactic Action Steps Person Responsible
Scheduled Start Date
Target Completion
Date
Actual Completion
Date
Remarks
Facebook page
Establish Facebook account
PR Practioner
1/25/2012 1/25/2012
Create profile information
PR Practioner
1/25/2012 1/25/2012
Create statuses to intermittently post up until event
PR Practioner
1/25/2012 3/20/2012
Invite users to join page
PR Practioner
1/25/2012 4/20/2012
Create Facebook event
PR Practioner
3/20/2012 3/20/2012
Invite users to event
PR Practioner
3/20/2012 4/10/2012
Event Submit special event request form
PR Practioner
2/20/2012 2/25/2012
Reserve space on plaza
PR Practioner
3/10/2012 3/10/2012
Reserve audio equipment
PR Practioner
3/10/2012 3/10/2012 Microphone
Check sound equipment
PR Practioner
3/20/2012 3/20/2012
Reserve music with KCSU
PR Practioner
3/10/2012 3/10/2012 KCSU sets up music equipment
Reserve tables
PR Practioner
3/10/2012 3/10/2012 2 tables
Event Plan, cont.
Facebook Page
Facebook Page, cont.
Poster
Planning Matrix
Schedule
Budget
Output Evaluation
Monitor productionMonitor distributionMonitor exposure
Outcome Evaluation
Awareness & attitudinal objectives Pre- and post-campaign surveys
Behavioral objectives Count number of times objectives were met