What's Your Count

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What’s Your Count !"#$%&’$ )*$*+ ,-./+01.*2 345678 9:/+0*.1.-; <&’=+*.*.&-> )=0.-; ?886

description

OSU 2009 NSAC AAF final plans book **Please note that some text and pictures have been altered due to the fact that they were downladed texts and that some of the picutres changed when this document was turned into a PDF. **

Transcript of What's Your Count

Page 1: What's Your Count

What’s Your Count

!"#$%&'$()*$*+(,-./+01.*2345678(9:/+0*.1.-;(<&'=+*.*.&->()=0.-;(?886

Page 2: What's Your Count

Table of Contents

Page 3

Page 5 Page 10 Page 20Page 27 Page 32

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Executive Summary

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What’s Your Count? #

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FamiliesM&EL1(;0&L=1(0+/+$#+:(1*L:+-*1(:0.-"(%+$/.#2(K.*%(*%+.0(J$'.#.+1G((@%+-(J&EL1(;0&L=(=$0*.E.=$-*1(K+0+($1"+:(.J(*%+.0(J$'.#.+1(:.1E&L0$;+:(*%+'(J0&'(:0.-".-;>(1&'+(1$.:($#E&%&#(.1(+-E&L0$;+:($*(J$'.#2(JL-E*.&-1G( ](()*L:+-*1(J++#('&0+(E&'J&0*$A#+(:0.-".-;(K.*%(*%+.0(J$'.#.+1( ](()&'+(1*L:+-*1(1$.:(*%+.0(=$0+-*1(*&#:(*%+'(*%+2(:0.-"(K.*%(*%+.0(E%.#:0+-(*&(1%&K(*%+'((( (((%&K(*&(:0.-"(0+1=&-1.A#2

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House PartiesM&EL1(;0&L=1(0+/+$#+:(:0.-".-;($*(%&'+(K.*%($(1'$##(;0&L=(&J(J0.+-:1(.1('&0+(+-^&2$A#+(*%$-(:0.-".-;($*(A$01G((b&'+1(=0&/.:+('&0+(=0./$E2($-:(1$J+*2(*%$-(:0./.-;(*&($-:(J0&'(A$01G( ( ](U&0+(*%$-(%$#J(&J(E&##+;+(1*L:+-*1(:0.-"($*(%&L1+(=$0*.+1(( ( (](Z+$0#2(*K.E+($1('$-2(L-:+0$;+(1*L:+-*1(:0.-"($*(%&L1+(=$0*.+1( (

`+1+$0E%(0+/+$#+:(*%$*(E&##+;+(1*L:+-*1(&A*$.-(*%+.0($#E&%&#(J0&'('$-2(1&L0E+1G((@%.#+(A$01($-:(#._L&0(1*&0+1($0+(&J*+-(1L==#.+01>(&#:+0(1*L:+-*1($-:(J$'.#.+1($0+($#1&($E*.-;($1(1L==#.+01G The most common suppliers:Re

sear

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STATE Advertising%

Page 9: What's Your Count

  

  

  

  

  

  

             

Jessica

]((?T]((Z&*($(e0++"('+'A+0]((d./+1(&JJ(E$'=L1]((c0.-"1($*(%&'+(&0(%&L1+(=$0*.+1]((c0.-"1(&-(H%L01:$2>(M0.:$2(&0((((((((()$*L0:$2(-.;%*]((4.-;+(:0.-"1(&-+N*%.0:(&J(*%+(*.'+]((Z+$0#2(%$#J(*%+(*.'+(K%.#+(%$-;.-;(((((&L*(K.*%(J0.+-:1($#E&%&#(.1(.-/&#/+:]((!-+N*%.0:(&J(%+0(J0.+-:1(%$/+(:0./+-((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((:0L-"]((e+*1(.-J&0'$*.&-(J0&'(C-*+0-+*($-:(((((((((*+#+/.1.&-

Tyler

]((??]((M0$*+0-.*2('+'A+0]((d./+1(.-(J0$*+0-.*2(%&L1+]((c0.-"1('&1*#2($*(%&L1+(=$0*.+1]((c0.-"1(H%L01:$2>(M0.:$2($-:(( (((()$*L0:$2(-.;%*1]((c0.-"1(K.*%(*%+(.-*+-*.&-(&J(( ((((A+E&'.-;(:0L-"]((U&0+(*%$-(%$#J(&J(%.1(J0$*+0-.*2(((((A0&*%+01(%$/+(:0./+->(L1+:(:0L;1((((((&0(A++-(.-/&#/+:(.-(0+;0+*JL#(1+FL$#((((($E*./.*2(K%.#+(.-*&F.E$*+:]((b+($-:(%.1(J0.+-:1(A.-;+(:0.-"('&0+(((((*%$-(&*%+0(E&##+;+(1*L:+-*1]((e+*1(.-J&0'$*.&-(J0&'(C-*+0-+*($-:(((((*+#+/.1.&-

Kylie

]((T6](()&0&0.*2('+'A+0]((d./+1(.-(1&0&0.*2(%&L1+]((c0.-"1($*(%&L1+(=$0*.+1]((c0.-"1(*K&(-.;%*1($(K++"(&-((((((((((H%L01:$2>(M0.:$2(&0()$*L0:$2(]((4.-;+(:0.-"1(%$#J(*%+(*.'+1(1%+(:0.-"1]((4+#.+/+1(1%+(:0.-"1($1('LE%($1(((((1&'+&-+(K%&(.1(-&*($(e0++"(((((((((((('+'A+0]((!-+NJ&L0*%(&J(%+0(J0.+-:1(%$1(:0./+-(((((:0L-"($-:(%$1(%$:(0+;0+*JL#(1+FL$#((((($E*./.*2(K%.#+(.-*&F.E$*+:]((e+*1(.-J&0'$*.&-(J0&'(C-*+0-+*($-:((((((*+#+/.1.&-

David

]((?8]((Z&*($(e0++"('+'A+0]((d./+1(&-(E$'=L1]((c0.-"1($*(%&L1+(=$0*.+1(&0(:&0'(((((0&&']((c0.-"1(&-+(-.;%*($(K++">(L1L$##2(&-(((((M0.:$2(&0()$*L0:$2]((`$0+#2(:0.-"1(K.*%(*%+(.-*+-*.&-(&J(((((;+**.-;(:0L-"]((9:'.*1(*&(:0./.-;>($E*.-;(.-($(( ((((/.&#+-*('$--+0(&0(L1.-;(:0L;1(K%.#+(((((.-*&F.E$*+:]((U&0+(*%$-(%$#J(&J(%.1(J0.+-:1(A.-;+(((((:0.-"(]((e+*1(.-J&0'$*.&-(J0&'(C-*+0-+*($-:(((((((((*+#+/.1.&-

Research: Target Audience

What’s Your Count? &

The Regularsc+'&;0$=%.E($-:(S12E%&;0$=%.E(A0+$":&K-($-$#21.1

Page 10: What's Your Count

Media Habits

<&##+;+(1*L:+-*1(0+#2('&0+(&-(*%+(C-*+0-+*(*%$-($-2(&*%+0(J&0'(&J('+:.$(J&0(*%+.0(.-J&0'$*.&-G((9EE&0:.-;(*&(.1*0$*;2#$A1GE&'>('&0+(*%$-(T5('.##.&-(T7N?5(2+$0(&#:(9'+0.E$-1($0+(L1.-;(M$E+A&&"($1(&J(3L-+(?887G((H%.1(.1($(T?(=+0E+-*(.-E0+$1+(J0&'(?88[G(()&E.$#(-+*K&0".-;(@+A(1.*+1($-:(K&0:N&JN'&L*%($0+(*%+('&1*(+JJ+E*./+(K$21(*&(E&''L-.E$*+(K.*%(E&##+;+(1*L:+-*1G(H&(0+$E%(*%+(*$0;+*($L:.+-E+>(K+(-++:($('.F(&J(*0$:.*.&-$#($-:(-&-*0$:.*.&-$#('+:.$G((

Message

C-(J&EL1(;0&L=1>(K+(K+0+(*&#:(1E$0+(*$E*.E1($0+(-&*($-(+JJ+E*./+(K$2(*&('&*./$*+(E&##+;+(1*L:+-*1G(H%+2(;+-+0$##2(.;-&0+(%+$#*%(J+$01($-:(*%0+$*1(&J(#&-;*+0'(+JJ+E*1G((U&1*(E&##+;+(1*L:+-*1(:&(-&*(.-*+-:(*&(1*&=(E&-1L'.-;($#E&%&#G((H%+0+J&0+>(K+('L1*(J&EL1(&-(K%$*(.1(.'=&0*$-*(*&(1*L:+-*1($-:(*+$E%(*%+'(*%+(.'=&0*$-E+(&J('&:+0$*.&-G

Radio35.8%

Newspaper44.2%

Social Networks63.8%

Television79.7%

Internet86.3%

Greeks

M"-"%$A+#-+5*-#N$""2#%=4&'%,'50#'-#,+"#-,$501"-,#/'01"#)$'02'01#C$")'A,5$:##9*(1&'+(e0++"(+/+-*1>($(A$0(.1(1+*(L=(J&0('+'A+01(K.*%($(A$0*+-:+0(K%&(E%+E"1(Cc1G((OI/+02&-+(=0+N=$0*.+1>(AL*('+'A+01(K%&($0+(L-:+0$;+(=0+N=$0*2('&0+(A+E$L1+(*%+2("-&K(*%$*(.*D1(%$0:+0(*&(:0.-"(&-E+(*%+2($0+($*(*%+(+/+-*>Q($(1&0&0.*2('+'A+0(1$.:G((9EE&0:.-;(*&(1L0/+21>('.-&01($0+('&0+(#."+#2(*&(:0.-"($*(e0++"(+/+-*1G

Community(

;+$591+#$"-"%$A+@#*"#)'-A58"$")#,+"#A5>>90',7#C&%7-#%#-'10'4A%0,#$5&"#'0#'0H9"0A'01#-,9)"0,-:##O,#'-#9C#,5#,+"#A5>>90',7#,5#$"A510'("#/'01"#)$'02'01#$1($(=0&A#+'G((H%+(0+1=&-1.A.#.*2(J$##1(&-(*%+(E&''L-.*2(*&(+1*$A#.1%($K$0+-+11($-:(E&''L-.*2(=0&;0$'1GRe

sear

ch

Media Usage for the Target Market

STATE Advertising'

Page 11: What's Your Count

H%+(*$0;+*($L:.+-E+(%$1(A++-(A&'A$0:+:(A&*%(K.*%($#E&%&#($-:($-*.N$#E&%&#($:/+0*.1+'+-*1(*%+.0(+-*.0+(#./+1>(1&(*&(;+*(*%+.0($**+-*.&-(K+('L1*(E0+$*+('+11$;+1($-:(1.*L$*.&-1(*%$*($0+('+$-.-;JL#(*&(*%+'G((42(=0+1+-*.-;(+/+02:$2(=0&A#+'1($-:(1.*L$*.&-1>(K+(E%$-;+(*%+(*$0;+*D1(=+0E+=*.&-(&J($:/+0*.1+'+-*1(E&-E+0-.-;($#E&%&#(E&-1L'=*.&-G

Creative

Phase 1 - The Buzz

H%+(B9CC*5D6$(E$(=L0=&1+(.1(*&(E0+$*+(.-*+0+1*($-:(K&0:N&JN'&L*%(:.1EL11.&-(*&(:0$K(=+&=#+(*&(*%+(O@%$*D1(P&L0(<&L-*BQ(@+A(1.*+G((9##(&J(*%+($:1(0+/+$#($(#.**#+(.-J&0'$*.&-($A&L*((O@%$*D1(P&L0(<&L-*BQ(J&0E.-;(*%+($L:.+-E+(*&(/.1.*(*%+(@+A(1.*+(*&(40)#59,#>5$":##;+"#%)-#%$"#A500"A,")#/7#,+"#&'>"#1$""0#%0)#1$%7#A5&5$-#%0)#%#09>/"$#*%+'+G

Phase 2 - Moderation

H%+(F#)("6.+#=*5D6$((=0+1+-*1(+'&*.&-$#($:1(*%$*(0+1&-$*+(K.*%(E&##+;+(1*L:+-*1G(H%+($:1(1%&K(1.*L$*.&-1(*%$*(=0&'&*+('&:+0$*.&-($-:('$"+(*%+(*$0;+*($L:.+-E+(*%.-"G((9(;0.**2>(:.0*2(*$A#+($1($(A$E";0&L-:(J&0(*%+($:(E&-/+21(*%$*(A.-;+(:0.-".-;(.1($(:.0*2(1.*L$*.&-($-:('&:+0$*.&-(.1($(1&A+0(1&#L*.&-G

Phase 3 - Motivation

H%+(F#.+16.+#=*5D6$((1%&K1(1&'+(=0$E*.E$#>(1%&0*N*+0'(=0&A#+'1(K.*%(A.-;+(:0.-".-;G(I$E%(&J(*%+($:1(*$0;+*($(:.JJ+0+-*(;+-:+0(K.*%(.11L+1(E$*+0+:(*&(*%+'G(H%+(*0L*%(A+%.-:(*%+($:1(1*.E"1(.-(*%+('.-:(&J(*%+(*$0;+*(&-($(:$.#2(A$1.1($-:('$"+1(*%+'(*%.-"(*K.E+(A+J&0+(&0:+0.-;($-&*%+0(:0.-"G

Slogan

@+(E0+$*+:($(_L+1*.&-(J&0(&L0(1#&;$-(A+E$L1+(.*(+-;$;+1(*%+(*$0;+*($L:.+-E+G((O@%$*D1(P&L0(<&L-*BQ(E%$##+-;+1(*%+(*$0;+*(&-($(=+01&-$#(#+/+#($-:($1"1(*%+'(*&(0+E&;-.R+(%&K('LE%($#E&%&#(*%+2(%$/+(E&-1L'+:G

Web site

H%+(O@%$*D1(P&L0(<&L-*BQ(@+A(1.*+D1(;&$#(.1(*&(+:LE$*+(*%+(E&##+;+(E&''L-.*2($-:(2&L-;(=+&=#+($A&L*(A.-;+(:0.-".-;(.-($-(+-*+0*$.-.-;(K$2G

What’s Your Count? ()

Page 12: What's Your Count

Crea

tive

Concept

H%.1(=%$1+(.1(A$1+:($0&L-:(*%+(L1+(&J(:.JJ+0+-*(4#&&:(9#E&%&#(<&-E+-*0$*.&-(g49<h(#+/+#1($-:(*%+(=%0$1+>(O@%$*D1(P&L0(<&L-*BQ($1($(K$2(*&(;0$A(*%+(*$0;+*($L:.+-E+D1($**+-*.&-($-:(1=$0"(EL0.&1.*2($1(*&(K%$*(*%+(_L+1*.&-(0+$##2('+$-1G

Purpose

H%+('$.-(=L0=&1+(J&0(*%.1(=%$1+(.1(*&(;+-+0$*+(OALRRQ($'&-;(*%+(E&''L-.*2($-:(&-(E&##+;+(E$'=L1+1G(42(L1.-;(*%+(=%0$1+>(O@%$*D1(P&L0(<&L-*BQ(K+(;+-+0$*+(K&0:N&JN'&L*%(=LA#.E.*2>($0&L1+(EL0.&1.*2($-:(.-1*.##(*%+(_L+1*.&-(.-(E&##+;+(1*L:+-*1D('.-:1G(

Justi!cation

H%0&L;%(J&EL1(;0&L=1>()H9HI(9:/+0*.1.-;(J&L-:(*%$*(A2($1".-;(O@%$*D1(P&L0(<&L-*BQ(K.*%(:.JJ+0+-*(49<(#+/+#1>(*%+(*$0;+*($L:.+-E+(.1(:0$K-(*&(*%+(!"/#-',"#,5#40)#>5$"#'0=5$>%,'50#%0)#,+"#=L0=&1+(A+%.-:(1LE%($(/$;L+(_L+1*.&-G((42(L1.-;(A$--+0($:1>(-+K1=$=+0($:1($-:(=&.-*(&J(=L0E%$1+(:.1=#$21>(*%+(E&##+;+(1*L:+-*1($0+(A&'A$0:+:(K.*%($(EL0.&L1(_L+1*.&-($A&L*($-(.'=&0*$-*(1&E.$#(.11L+G

What’s Your Count?

H%+(O@%$*D1(P&L0(<&L-*BQ(1#&;$-(A+E&'+1(=$0*(&J(E&##+;+(1*L:+-*1D(/+0-$EL#$0(*%0&L;%(*0$:.*.&-$#($:/+0*.1.-;(L1+>($(@+A(1.*+(#$L-E%($-:(-&-N*0$:.*.&-$#(;L+0.##$('$0"+*.-;G(()H9HI(9:/+0*.1.-;($1"1(*%+(_L+1*.&->(O@%$*D1(P&L0(<&L-*BQ(1&(*%+(.-:./.:L$#(E$-($-1K+0(*%+(_L+1*.&-((&-($(=+01&-$#(#+/+#(*%0&L;%(1&E.$#(.-/&#/+'+-*G((H%+2(1++"(*%+($-1K+0($-:(A+E&'+($K$0+(&J(*%+(.11L+G(

Phase One: Buzz

STATE Advertising((

Buzz Phase: Banner Ad

B6!!)"/$#$Y,!14)&"$!"4)+!1$(!$4&$8)1)4$43!$4%!(/)$%("&'(.&'(*1$(53"$()$6/("!*1$78(! GT$%+''!K/*'-

Page 13: What's Your Count

Creative

The logo

H%+(A&**#+(E$=(.1($(E#+$->(A$1.E($-:(J$'.#.$0(12'A&#($-:('$"+1(*%+(=+0J+E*(#&;&(J&0(*%.1(E$'=$.;-G((I/+02(*.'+($(E&##+;+(1*L:+-*(.1($A&L*(*&(&=+-($(A++0>(*%+(#&;&(=&=1(.-*&(*%+.0(%+$:G((@%+-(E&##+;+(1*L:+-*1($-:(E&''L-.*2('+'A+01(1++($-($:>(%+(&0(1%+("-&K1(*%$*(.*(A+#&-;1(*&(O@%$*D1(P&L0(<&L-*BQ(A+E$L1+(&J(*%+(A&**#+(*&=(#&;&G((H%+(E&#&01(L1+:($0+(K+##NA$#$-E+:>(;+-:+0(-+L*0$#($-:(0+E+./+:($(=&1.*./+(0+$E*.&-(J0&'(J&EL1(;0&L=1G

What’s Your Count? (!

Buzz Phase Newspaper Ad

Page 14: What's Your Count

Concept

H%.1(-&*(1&(=0+**2($:(E&-/+21(*%+(L;#2(1.:+(&J(A.-;+(:0.-".-;G((H%+(=.E*L0+(.1(L1+:(1&(*%+(/.+K+01(E$-(1++(*%+'1+#/+1(.-(*%$*(=&1.*.&-G((H%+(O@%$*D1(P&L0(<&L-*BQ(#&;&($-:(;0++-($EE+-*1(E0+$*+(E$'=$.;-(E&-1.1*+-E2($-:(*%+(A#L00+:(J&-*(1LAE&-1E.&L1#2(0+'.-:1(/.+K+01(*%$*(+/+02*%.-;(A+E&'+1($(#.**#+(JLRR2(K%+-(*%+2D/+(%$:(*&&('LE%G

Purpose `+'.-:.-;(E&##+;+(1*L:+-*1(*%$*(:0.-".-;(.-('&:+0$*.&-(.1(A+1*G

Justi!cation(!L0(0+1+$0E%(*&#:(L1(*&(E0+$*+($:/+0*.1+'+-*1(*&(K%.E%(*%+(*$0;+*($L:.+-E+(E&--+E*1G((U&:+0$*.&-(1%&K1(*%+(*$0;+*($(%+$#*%2($==0&$E%(*&(:0.-".-;G((@+(E&-/+2(*%$*(.*(.1(!i(*&(:0.-">(AL*(*&("++=(:0.-".-;(L-:+0(E&-*0&#(*&($/&.:(A$:(1.*L$*.&-1G(

Crea

tive Phase 2: Moderation

STATE Advertising(" RHHPOH

QORGHHEJ!)*5%

'=!#@1$4+J!M'

((,!NA$2'-

QSIQDRSHJ!3$*5,!K/*'-J!M

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Moderation Phase Magazine Ad

Page 15: What's Your Count

Creative

What’s Your Count? (#

#UVWHRQJ!

3(/@&;,('J

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Moderation Phase Magazine Ad

Moderation

Phase Banner

Ad