c o n t e n t s
Competitive analysis & Industry Analysis
brand analysis, SWOT & target market
creative brief
Creative timeline & research
measurement
Works cited
Thank You
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p r o j e c t - v o l i t i o n . c o m2
analysis
T h i s i s P r o j e c t V o l i t i o n . T h e u n i v e rs i t y a d m i n i s t r at o rs ' g u i d e t o P r o j e kt V ' s i n i t i at i v e s a m o n g s t u d e n t s .
INDUSTRY AnalysisWhile there is a wide variety of
alcohol education programs
targeting college students, only a
handful are effective. Few programs
speak to students in a voice that
resonates. Projekt V does. It moves
students, and provides an innovative
program that encourages them to
make Projekt V their own.
CompetitiveIn comparison to other alcohol education programs adopted by universities and colleges, Project Volition takes an alternative approach by separating students and administrators. This is crucial because students are turned off by authority figures and messages sent by them. Here’s the competition and here’s why administrators who support Project V will find success on their campuses.
This program utilizes students and
educators simultaneously to enhance
alcohol-prevention efforts on college
campuses. Efforts include providing alcohol
facts, counseling and support for alcoholics.
There are 100+ Facts on Tap programs in
nine different states.
facts on tap
healthy expectations
BASIC
alcohol.eduEncourages college administrators to buy
into the program, whose goal is to change
the drinking culture on college campuses.
The program strives to change student
expectations, social norms and promote
proactive life-health planning. Data shows
that Healthy Expectations lowered
self-reported rates of alcohol abuse, but
it does not show permanent change in
students’ perception of others’ drinking habits.
Driven by administrators, BASIC provides
counseling for students who engage in risky
drinking. The program includes meetings
with counselors to better understand
drinking habits. Data shows the program
has decreased drinking frequency and
alcohol-related problems by 2%.
The program requires incoming students
to take an online course on alcohol
and substance abuse, which strives to
prevent harmful over-consumption and
drinking-related accidents on campus.
It shows positive effects in reducing the
consequences of over-consumption, despite
it being an administrator-driven campaign.
s u p p o rt
3T h e c e n t u r y c o u n c i l
AnalysisThe Century Council is a recognized and highly respected organization among
college administrators. A campaign sponsored by The Century Council will deeply
resonate with administrators because it gives credibility to the cause. A major strength
of The Century Council’s mission is that most colleges and universities are required to
implement an alcohol education program.
brandstrengths• Strong brand awareness among college administrators
• High level of credibility among college administrators • College drinking is a popular topic
• Current programs are ineffective on campuses
• Funded by distillers, which portrays a conflict of interest
• Not promoting zero tolerance
weaknesses
• The Century Council is actively seeking a new approach to reach students • Very low brand awareness among students
• Focus on responsible consumption versus abstinence
• New and existing partners will be easily accessible because of the current economic situation
opportunities
College and university administrators are key
stakeholders in Project Volition’s movement.
They have the power to allow Projekt V
on their campuses.
The administrationthe Supporters.
target market
Projekt V gains support by leveraging The Century Council’s name.
• Overconsumption is an expected ritual in the college experience
• Alcohol education programs have low success rates on campuses
• Current reputation of other alcohol education programs
• With a weak economy budget-cutting is at an all-time high
threats
p r o j e c t - v o l i t i o n . c o m4
Project Overview
brief creative C o n n e c t w i t h t h e m r e l at e t o t h e mYo u r stu d ents a r e d i s c ov er i n g t h em s elv es
Support the movement W e wa n t t o b e a pa rt o f t h e i r discoveryWe want to bri dgethe gap between who they are
a n d w h o t h e ywa n t t o b e We want a long-term relationshipA path to s elf-d i s c ov ery w e wa n t t o d o t h i s
t o g e t h e r T h a t i s w h y
we are here
S p o n s o r e d b y T h e C e n t u r y C o u n c i lp r o j e c t - v o l i t i o n . c o m
Project Volition is the supporting voice of
reason, providing Supporters with tactical
insights that encourage successful Projekt V
initiatives on their campus.
Brand Positioning
Project Volition graphically expresses the
power of the movement with an engaging,
yet matter-of-fact approach and a color
palette reminiscent of Projekt V.
Tone and Brand Personality
To create an intriguing campaign that
harnesses the credibility of The Century
Council while supporting Projekt V.
Creative Objective
Supporters are the crucial link that makes
the Movers successful in bringing Projekt V
to their campus.
Reason for Believing
Through Project Volition, Supporters are the
trusted resource for students who join the
movement toward individuality.
What We Want Them to Think
Supporters cannot change students’
drinking behaviors; they can only provide
support and facts on how to drink safely.
Current Perceptions
Supporters. All on-campus influencers who
interact with students.
Target Audience
Project Volition informs Supporters of Projekt V
and is the quiet force that makes Projekt V a
success on college campuses.
5T h e c e n t u r y c o u n c i l
I n s p i r e t h e m
Motivate thems t i m u l at e y o u r s t u d e n t s w h o h av e t h e p o w e r t o c h a n g e t h e w o r l d
W e wa n t t o i n v e s t i n your students
supportthe movement w e wa n t t o i n t r i g u e
your students We want to show them that values are not deadW e wa n t a w o r l d w i t h
alternativesThat is why we are here
S p o n s o r e d b y T h e C e n t u r y C o u n c i lp r o j e c t - v o l i t i o n . c o m
E m p o w e r
th emF o s t e rt h e mWe are
i n s p i r i n g
students
Y o u r s t u d e n t s
Yo u r stu d ents a r e smart We want to s pea k to t h ei r
supportthe movementi n t e l l i g e n c e W e wa n t t o g i v e t h e m the power to make
t h e i r o w n d e c i s i o n s
the right decisionsw e wa n t t h e m t o k n o w t h ey a r e n ot aloneT h at i s w h y
w e a r e h e r e
S p o n s o r e d b y T h e C e n t u r y C o u n c i lp r o j e c t - v o l i t i o n . c o m
These advertisements will be placed in higher education publications such as Chronicle of Higher Education and Diverse Issues in Higher Education.
p r o j e c t - v o l i t i o n . c o m6
timelinecreativePHASE 1
Project Volition places traditional print ads in
relevant higher education publications. The
message to Supporters is straightforward
and encourages them to learn more and
join the movement.
ADVERTISEMENTS
Objective To build brand awareness by 25% among
administrators by the end of August 2010.
conferencesProject Volition representatives speak about
Projekt V at administratrator conferences
specific to promoting student development.
press kits Project Volition sends press kits to university
administrators at selected colleges, which
encourages them to look at the website for
more information.
Focus Groups: Veritas conducted focus groups with administrators to test message effectiveness.
Specifically, we wanted to know the following:
• Were the advertisements visually appealing?
• Was the message clear?
• Would administrators look into implementing Projekt V on their campuses?
OBJECTIVE: To gauge message effectiveness and tactical likability.
Copy testing
research
tactical Testing
• Because of the high credibility of The Century Council, universities responded favorably to the message
• Administrators are more willing to adopt programs that are headed by student organizations
• Strong support of “Brains Away” tactic with prior notification
Phone Interviews: Veritas called college
administrators on every campus from our 10
selected campuses to discuss potential guerilla
executions. All administrators who returned our
calls showed significant support for Projekt V’s
guerilla tactics.
p roj ect vo li t i o n w i ll ru n fro m JUne 2010 to May 2011 a n d w i ll c o n s i st o f t h r ee p h as es.
• Administrators understood why Project Volition must be separated from Projekt V • Advertisements stood out to administrators because they were more striking than current alcohol education advertisements
findings
Knowing the project
7T h e c e n t u r y c o u n c i l
Objective Create 10 Projekt V interactions among
administrators on targeted campuses by
the end of the 2010 school year.
Administrators and current partners will
receive an update every quarter regarding
Projekt V’s updates and accomplishments.
The newsletter will showcase all contributions
made and highlight partnerships, donations
and any recognition Projekt V has received. It
will also solicit future donations from partners
to ensure that the 25% increase in
budget is met.
quarterly newsletters
PHASE 2
websiteThe Project Volition website provides
Supporters with information on Projekt V,
how it affects their campus and insights
on students’ motivations and drinking
habits. Project-Volition.com also has a
press room and an online forum, which
allows administrators and faculty to
connect with one another and speak
with Brand Ambassadors.
email blastsProject Volition sends email blasts
to administrators before big events
on campus in order to keep them informed
on Projekt V happenings.
Objective Keep administrators up-to-date on
Projekt V happenings, and its progress.
Tracking Phase 1 Objective Distribute a survey through an email blast to 100 randomly selected college administrations in the United States.
Tracking Phase 2 Objective Monitor web site traffic and the number of email blasts sent out per semester.
Tracking Phase 3 Objective Monitor the number of distributed e-newsletters.
PHASE 3
Measurement
Being a part of the project actualizing the project
p r o j e c t - v o l i t i o n . c o m8
CitedWorkshttp://www.asu.edu/http://www.colorado.edu http://www.dove.us/#/cfrb/ http://www.duke.edu/ http://www.hsph.harvard.eduhttp://www.lsu.edu http://nationalpsychologist.com/articles/art_v9n5_3.htmhttp://www.northeastern.edu/neuhome/index.php http://www.ou.eduhttp://www.montanameth.org/http://www.protectthetruth.org/truthcampaign.htm http://www.purdue.edu/http://www.stopimpaireddriving.org http://www.umass.edu/http://www.uoregon.edu/ http://www.usc.edu http://www.washington.edu/
Anonymous (April 2002). What Peer Educators and Resident Advisors (RAs) Need to Know About College Drinking. Retrieved January 9, 2009, from http://www.collegedrinkingprevention.gov/NIAAACollegeMaterials/peerBrochure.aspx
Bright, S. (May 2008). Cigarette smoking among young adults: Integrating adolescent cognitive egocentrism with the transtheoretical stages of change model. Australian Journal of Psychology, vol. 60, iss. 1, 18-25. Retrieved January 8, 2009, from EBSCOhost.
Donohue, B. Allen, A. Maurer, A. Ozols, J. & DeStafano, G. (June 2004). A Controlled Evaluation of Two Prevention Programs in Reducing Alcohol Use Among College Students at Low and High Risk for Alcohol Related Problems. Journal of Alcohol and Drug Education, vol. 48, iss. 1, 13-35.
Fact Sheet: Binge Drinking on College Campuses. (March 2000). Alcohol Policies Project. [Advocacy for the Prevention of Alcohol Problems.]. Retrieved December 22, 2008, from Center for Science in the public Interest Website: http://cspinet.org/booze/collfact.htm
Larimer, M. (1999). Relapse Prevention: An Overview of Marlatt’s Cognitive Behavioral Model. Alcohol Research and Health, vol. 23, iss. 2, 151-160. Retrieved January 9,2009, from Proquest.
NSAC Case Study 2009
Presley, C. Meilman, P. & Leichliter, J. (2002). College Factors That Influence Drinking. Journal of Studies on Alcohol: College Drinking, What It Is, and What To Do about it: A Review of the State of the Science, Supplement No. 14 (March 2002), 82-90.
Vicary, J. and Karshin, C. (Spring 2002). College Alcohol Abuse: A Review of the Problems, Issues, and Prevention Approaches. Journal of Primary Prevention, vol. 22, iss. 3, 299-331.
Wechsler, H., Ph.D., & Nelson, T. F., SC.D. (2008). What we have learned from the Harvard School of Public Health College Alcohol Study: Focusing attention on college student alcohol consumption and the environmental conditions that promote it. [Data file]. Retrieved January 10, 2009, from http://www.hsph.harvard.edu/cas/
Wolburg, J. Overview of Student Binge Drinking. Marquette University, Advertising Campaigns. Milwaukee, WI. February 22, 2009
Wolburg, J. (2001). The “Risky Business” of Binge Drinking Among College Students: Using Risk Models for PSAs and Anti-drinking Campaigns, Journal of Advertising. vol. 30 iss. 4, 23-40.
YouThank
9T h e c e n t u r y c o u n c i l
Ali BabineauKristen BeatAnna BradburyBrianna BrilowskiBrenda CampbellPatrick CoanStacie CwikKari DunhamJulia EvansAshley FaitDanielle FuentesLibby Gannon
Dan Augustine. For his inspirational expertise, pushing us beyond what we knew was possible, and great sense of humor.
Dr. Jean Grow. Our fearless advisor, for putting up with our incessant phone calls, believing in us and motivating us to live up to our potential.
Maureen Lewis. Her insights, willingness to help, and knowledge of the industry.
Ryan Zaar. For his dedication to the craft and constant critiques, even if we did not want to hear them. Our campaign is better because of it.
for providing us with the best service we could ever ask for.
Dr. Joyce Wolburg, Department Chair. For her insight on consumption patterns.
Kim Zawada. For giving the creative team unlimited access to the Cave until the wee hours of the morning.
Marquette Facilities Service. For their kindness and work in making the creative's Cave a home.
Judy Reinders. Who graciously helped with off-site copy testing,
Dale Shidler. The design instructor and critique master extraordinaire.
Phil Vollrath. For his careful assistance with our edits.
Provost John Pauly. Who without, this course wouldn’t be what it is today.
Erin Lazaar. Who helped us connect to university administrators.
VeritasKari GrundmanMegan GuilfoyleTaylor HansonMonse HuertaKeith JamersonSara T. JohnsonEdson JuarezKristyn JuzaJacquelyn KacalaSara KekulaKatie KellyMaggie Kelly
Tim KirbergKevin KozickiErin KueckerSarah LowendickBrittany MackWesley MatthewsKellyn McNaughtColleen MooreSteve NovakJennifer OverellMary Therese Pembroke
Jaclyn PoeschlAnnie RehageVeronica RodriquezMegan SajdakLynn ShekaLaura StanelleJen StopkaRachel WardHayley WolfJessica WrightKim Young
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