Concept:!"!#$%&'!()*!#+,()!(''$-(#.!%)!/.,&,!(*&!0-#1&,&!-)!(!'$(23(/%#!'$-4+,35!!6(#.!'$-4+,3!%&!'-$/$(7,*!%)!(!8*$%)95:!6(#.!8*$%)9:!%&!&-3,/.%)2!/.,!/($2,/!0(#,&!-)!(!*(%+7!4(&%&5!!;.-$/</,$3!4%)2,!*$%)9%)2!,00,#/&!($,!&,,)!%)!(!),=!=(75!!>.,&,!(*&!*,3-)&/$(/,!(!#.-%#,!4,/=,,)!*$%)9%)2!-$!(#.%,?%)2!'-&%/%?,!-1/#-3,&@!&1#.!(&!0,=,$!#(+-$%,&!-$!3-$,!#(&.5!>.,!4+1$$,*!A,4!&%/,!0-)/!/%,&!/-!4%)2,!*$%)9%)2!?%&1(++75!!>.,!#-'7!.-+*&!/$1,!/-!3-*,$(/%-)!4,%)2!9,75

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Crea

tive Phase 3: Motivation

STATE Advertising!"

Motivation Phase Magazine AdMotivation Phase Magazine Ad

Crea

tive

What’s Your Count? !#

CreativePublic Service Television Spot

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Crea

tive

STATE Advertising!$

Creative

What’s Your Count? Web site

Information about when and where the “What’s Your

Count?” reps will be and what contests are taking place.

A page directed at the community, explaining the

“What’s Your Count?” campaign and what the

community can do to help.

Explains the “Whats Your Count?” goal.

Registration allows users to save settings, and allows us to track

information about who visits the Web site.

A continually updated front page encourages users to return to the Web site to see new

material.

Users are encouraged to blog about their

experiences after lowering their count.

Games encouraging moderation tie in with the creative strategy.

Commercials, Webisodes, and other forms of video

are available to watch.

Information about binge drinking, a calorie counter,

the de!nition of binge drinking, binge drinking statistics and

what your BAC means.

Information about the iPhone application.

Forums with a variety of topics to encourage

discussion and develop an online community.

Contains links to our partner’s Web sites and other Web sites about

binge drinking.

The online media kit, including media releases and video news releases.

Previous stories are available at the click

of a button.

Users can comment on new stories.

The Century Council’s name will be included on

the Web site.

Crea

tive

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What’s Your Count? GameCreative

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What’s Your Count? !%

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eativ

e Webisode

STATE Advertising!&

Creative

IMC

Goal:!6*1#(/,!&/1*,)/&!()*!/.,!#-331)%/7!(4-1/!/.,!),2(/%?,!,00,#/&!-0!4%)2,!*$%)9%)2!/.$-12.!,?,)/&!()*!-/.,$!'$-3-/%-)(+!(#/%?%/%,&5

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IMC

What’s Your Count? '(

IMC Campus Brand Representatives

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%&+?#:0+4FD

STATE Advertising'!

IMC

Appreciation Event

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IMC

Community Event

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Anti-Binge Expo

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Community Brand Recognition

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Awareness Event

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Community IA+&;#$1:+&H+&;$,B'&;$F'3&;$>#'>-#$+0$,$*'BB3&+4FLC+1#$>:'/-#B$4",4$1#B,&10$,$*'BB3&+4FLC+1#$:#0>'&0#DK$! <W-)5!X%#-+(!C-P-)!()*!W-)5!Z()!B#E1#(&@!B%)%&/$7!0-$!W,(+/.!()*!!"2,%)2@!!"1&/$(+%(5

C,&,($#.!&.-=&!,*1#(/%)2!()*!%)?-+?%)2!/.,!#-331)%/7!%)!()!()/%<4%)2,!*$%)9%)2!#(3'(%2)!%&!),#,&&($7!0-$!&1##,&&5!!!A%/.!.,+'!0$-3!#-331)%/7!41&%),&&,&!()*!#-331)%/7!+,(*,$&!/.,!#-331)%/7!=%++!1)*,$&/()*!/.,!%3'-$/()#,!-0!'$-3-/%)2!+,&&!4%)2,!*$%)9%)2!-)!#(3'1&5!!J)?-+?%)2!/.,!#-331)%/7!41%+*&!2--*=%++@!4$%)2&!%)!*-)(/%-)&!-0!2--*&!()*!&,$?%#,&@!()*!#$,(/,&!-''-$/1)%/%,&!0-$!0$,,!3,*%(!#-?,$(2,5

?"(8"."(0*-'0."+(39(MNO5>P4-(L)'(Q.1R"$#;(8%0$%(.)0-"+(,06601*-(12(+166).-(0-$!#+,()!=(/,$!%)!*,?,+-'%)2!#-1)/$%,&5!!I7!,*1#(/%)2!/.,!X,=!N-$9!M%/7!#-331)%/7!(4-1/!/.,!%&&1,@!!/.,!#-331)%/7!.(*!/.,!-''-$/1)%/7!/-!4,#-3,!0*<16<"+(0*()(-16&#01*@((L%"(L)'(Q.1R"$#(%)-(-'.")+(#1(1#%".($1,,&*0#0"-(($-1)*!/.,!2+-4,5

Community Objectives

What’s Your Count? ''

Football Game Day Promotions

C?%)#4-(D1&.(51&*#EF(0-('.1,1#"+(1*(211#3)66(7),"(+)9-(0*(I"'#",3".;(R#/-4,$!()*!X-?,34,$5!!"!'$-3-/%-)(+!/,)/!%&!&,/!1'!=.,$,!'$-3-/%-)(+!%/,3&!($,!.()*,*!-1/5!!O,-'+,!.(?,!/.,!-''-$/1)%/7!/-!/(9,!(!4$,(/.(+7V,$!/,&/!(/!(!/(%+2(/,!'($/7!%)!R#/-4,$5!!>.-&,!=%/.!(!I"M!-0!5Hc!-$!+-=,$!=%)!(!'$%V,5!

Logo Design

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What’s Your Count?

Campuses Objectives

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Community Encouragement (June-July)

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Phase 2-Moderation (October-December)

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Phase 3-Motivation (January-May)

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Phase 1- Buzz (August- September)

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Magazines

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Integrated Marketing Communications

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