Background

● In the past, regular caffeine consumption was viewed negatively

● However, new research has found multiple health benefits, including lowered risk for Type II Diabetes and Cardiovascular disease

Purpose

● Monitoring caffeine consumption● Be informed consumers

SMART Goal

Increase the number of University of Illinois Students over 20 years old to consume 400 milligrams of caffeine daily by May 2016 from

Focus Groups

● 3 Focus groups● Approximately a hour ● Undergraduate &

Graduate U of I students

● $10 Visa gift card raffle, pizza, fruits, veggies, & drinks were provided

Key Learnings from Focus Groups

Motivations● Social aspect● Daily routine● Simple taste & smell of coffeeBarriers● Amount of school work● Source of energy● Sense of being left out● Lack of knowledge of mg of caffeine

Key Learnings Continued...

Knowledge and Beliefs● Connection between

caffeine & coffee● Caffeine

consumption is the least concern

● Awareness

Key Quotes

"I just miss the smell of it if I don't have coffee"

"I know some folks who extend their schedule... coffee actually allows them to extend their days so they get less sleep"

"You don't really hear about people dying from tea or coffee - I've never really heard of anyone die of excess amount of caffeine"

"I think for, especially for college students, in the arena of things you could be worried about as far of substance abuse, caffeine is low on the list"

Survey Results

Positioning Statement

“We want University of Illinois students 20 years and older to see drinking caffeinated beverages, particularly coffee, in a limited quantity of 400 milligrams or less a day as making an informed choice and more important and beneficial than excessive caffeine consumption.”

Theories and Models

● Exchange Theory● Stages of Change

Theory (Transtheoretical Model)

● Social Cognitive Theory

Product

App IconMap

Connect

Facts

Home

Add IntakeTrack

Price

Monetary Incentives● Limited coffee consumption means less $$$ spent on coffeeNon-Monetary Incentives● Lower blood pressure ● Improved sleep● Break addiction/dependence on caffeine for

energy● Convenience -- the app at tip of fingers

Place Strategies

● Be where students, faculty, and staff obtain their caffeine

● Display posters containing app and caffeine facts targeting students at the point of decision making

Creative Strategies

● Drink responsibly: tagline on shirts and cups

● Coffeind: name for app and tagline for shirts and cups

● Social Media outlets

● Print posters

Promotional Items

Messengers and Media Channels

Messengers:● Coffee shops● Illini Coffee Club● Us Media Channels: ● CUMTD● Social Media and digital signs across campus● Magazines and newspapers● Posters, fliers, in-store signage

Implementation Plan

Phase 1: Fall 2015● Quad Day Aug. 23, partnered w/ Illini Coffee

Club● Launch Party for phone app Sept. 29,

Co-sponsor w/ Courtyard Cafe during National Coffee Day

Implementation Plan

Phase 1: Winter 2015● Reading Day Dec. 10- Finals Warm-Up

Round ● Finals Survival Kit

Implementation Plan

Phase 1: Spring 2016● April 9, Mugs with Moms● Reading Day May 5, Finals Warm-up● Evaluation Survey for

App users and General Campus Students

Implementation Plan

Phase 2: Fall 2016● Quad Day Aug. 23,

partnered w/ Illini Coffee Club

● Continue print media advertisements

● Sept. 29, National Coffee Day promotion partnered w/ Social Media

Implementation Plan

Phase 2: Spring 2017● Taste of the Union● Evaluation Survey for

App users and General Campus Students

● May 6th 2017- SMI Success Celebration

Budget

● Develop App - $30k● Social Media & Digital Ads - $8,120● Magazine & Newspaper Ads - $11,498● Posters, fliers, signage - $14,190● Launch and SMART Goal Parties - $10,000● Promotional Items - $25,510

Monitoring and Evaluation Plan

Prior to Campaign ● Survey of 160 respondents● Focus groups

During Campaign● Tracking app downloads & usage

After Campaign● Survey for app users● General campus survey