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 !!