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 !!