Century Council IMC Plan “Real College, Real Life!” MKT 440 Larry Varnes December 4, 2008...
-
Upload
nicholas-hubert-ryan -
Category
Documents
-
view
217 -
download
1
Transcript of Century Council IMC Plan “Real College, Real Life!” MKT 440 Larry Varnes December 4, 2008...
Century CouncilIMC Plan
“Real College, Real Life!”
MKT 440Larry VarnesDecember 4, 2008California State University, Northridge
Team 1
Emily RogersIvan Franco
Jennifer ProbertKeizo Watanabe
Steven Clark HensonShu-Fang “Jasmine”
Hsiao
Premier Advertising Agency
Agenda
• Problem identification & survey results• Targets
– College students and other stakeholders
• Communication plan– Objectives, strategies, and tactics
• Media– Traditional, non-traditional media, and
budget
• Creative plan– Big idea and creative execution
• Evaluation
Problem Identification
• Binge drinking/ overconsumption of alcohol
• Drunk driving• 21st birthday celebrations• Suicide, violent crime, assault• Rape, sexual irresponsibility
Survey Results
Targets : College Students
• 40% college students binge drinking• Age: 18~23 years old• Gender: males (50%), females (39%)• Race: White (44%), Native (41%),
Hispanic (31%), Asian (23%),African-American (23%)
Targets : College Students
• Reasons for binge drinking– Away from home– Peer pressure– Celebration– Relaxation– Boredom– Social purposes– Psychological problems
Targets : College Students
• Other factors– Past habit in high school– Family history
• Opinions about binge drinking– It’s a part of the college culture– It’s not a problem with alcohol
consumption.– Alcohol is not important at a party (58%)
Targets : Other Stakeholders
• Who they are?– Parents/family, community, faculty,
organizations
• How does drinking affect them?– Parents/family: depression, alcoholism, death– Faculty/staff: falling grades, class participation,
and absences– Community: noise, victims of dangerous
behaviors– Organizations: may intervene when families are
coping with a loss or educating the community (i.e. MADD)
Targets : Other Stakeholders
• Communications Effectiveness– Imperative to use ad
campaign that is unique– Many campaigns exist
that already address issues affecting teens and young adults.
– Must break through barriers: zipping, zapping, and pre-conceived notions
Communications Plan : Objectives
5 30 50 60 90
4. Taking active steps to changing their lifestyle
5. Alcohol-free alternatives in one year
3. Finding alternatives ways to substitute binge drinking
2. Finding alternatives ways to substitute binge drinking
1. The negative effects of binge drinking
Communications Plan : Strategies
• Objective One– “Real College, Real life”– Traditional media
communications– Non-traditional media
communications– Repetitive advertising
• Objective Two– Emotional and fear
appeals– Inherent drama
Communications Plan : Strategies
• Objective Three– Alternatives to binge
drinking
• Objective Four– Promotional events – Celebrity endorsements
• Objective Five– Specific events – Programs and activities
Communications Plan : Tactics
• Tactic One– Commercials on CBS,ABC, and NBC also MTV– Post billboards – Host promotional events
• Tactic Two– “Real college, Real life”– Creating a picture of healthy life style– Documentary– Adult consequences
• Tactic Three– YouTube video contest – Basketball slam dunk contest with the Lakers
Media : Traditional
• Television– CBS, NBC, ABC, MTV– 30 seconds
• Radio– National, local, and
university radio stations– 15 seconds
Media : Traditional
• Billboards
Media : Traditional
• Internet– YouTube, Facebook, Myspace– NY Times, LA Times, CNN, USA Today
• Direct mail– Pamphlets, promotional events
Media : Non-traditional
• Drunk-driving exhibits– Co-op with MADD and Allstate Auto
Insurance– Survey sweepstakes to win free textbooks– Play recurring video during school day
Media : Non-traditional
• Documentary - 3 stories1.Male basketball player2.Freshman female sorority girl3.Female honors student, 21st birthday
Media : Non-traditional
• Slam-dunk contest– Hosted and judged by the LA Lakers– Co-op with Nike and 24 hour fitness– Ages 15-23, men and women– 2 sections, 3 rounds each– Male and female winners of both sections
will receive $1,000 scholarship– Booths and activities for spectators
Media : Non-traditional
• YouTube video contest– Ages 18-23– Max 10 minutes– Creativity encouraged– Held in June – Top 3 will win free college text
books for a year– Winner will also receive $2,000
scholarship– Judged by various community
stakeholders
Budget
EXPENSE COST
TVRadioBillboardsInternetDirect MailSlam-dunk contestDocumentaryExhibitYouTube Video ContestEmployeesR&DMisc
4,000,00050,000
1,000,00050,000
500,000500,000500,000500,000500,000500,000
1,000,000900,000
TOTAL 10,000,000
Creative Plan : Big Idea
• “Real college, Real life”– Own experience is the best medium– College is not an excuse– Other alternatives – “Classy drinking”
Creative Plan : College Students
• Sports events, celebration/socialization• Documentary, drunk-driving exhibit,
video contest• Problem: 75% drive drunk (surveyed)
Creative Plan : Faculty
• Not a joking matter!• Plans
– Educational seminars
– Mandatory alcohol awareness courses
– Guest speakers– Informational
materials
Creative Plan : Parents
• Part of the problem• Want to be friends with young adults,
provide endless excuses, etc.• Plan: slam-dunk contest, judge video
contest, attend seminars
Creative Plan : Final Goal
• Can still have fun• Can still drink• As well as remember
the night before!• “Real College, Real
Life” = Classy drinking, not binge drinking
Evaluation
• Timeframe– Pre-test and post-test (O1 X O2)
• Qualitative and quantitative analysis– Specific measures and surveys
Evaluation: Pre-Test
• First step of pretesting– Concept testing
• Focus group– Rough art, copy, and commercial
testing• Focus group and in-depth
interviews– Pretesting finished
advertisements • Theater test and on-air test
Evaluation: Post-Test
• TV commercials– Nielsen commercial rating
program– Day-after recall test
• Radio– AQH, AQH RTG, AQH SHR and
Cume provided by Arbtorn’s Radio Rating Service
Evaluation: Post-Test
• Billboard– Measuring traffic flow where
the billboards have been posted
• Internet– Internet-specific measures
• Click through rate (CTR)• Time spending• Page request
Evaluation: Post-Test
• Online surveys via e-mail– Designed to measure the awareness of our
TV and radio commercial– Designed to measure the attitudes toward
binge dirking– Incentives to increase response rate.
(Sweepstakes to win $1,000)
• Benchmarking– Measuring the number of reported binge
dirking before and after the campaign
Thank you !!