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Ingham Substance Abuse Prevention

Team Sober

ISAP

+Team Sober

Account Executive: Cyle Dowling

Media Director: Grant Griffin

Creative Director: Josh Rogers

Art Director: Katie Cheek

Research Planner: Lia Homeister

Public Relations Coordinator: Brandie Hansen

+Table Of Contents

  Executive Summary…………4

  Campaign Brief………………5

  SWOT Analysis……………….6

  Competitive Analysis………..7

  Target Audience……………...8-9

  Brand Strategy………………..10

  Creative Brief…………..........11

  Creative Execution…………..12-19

  Media Plan………………….…20-21

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Executive Summary

1

ISAP

Memo To: Ingham Substance Abuse Prevention Coalition

From: Team Sober

CC: Harriett Dean

Date: 12/6/09

Re: New Marketing Communications Campaign

When we were presented with the Ingham Substance Abuse Prevention Coalition and the challenges it faced almost three months ago, we knew that we would have to work tirelessly as a group to achieve the goals ISAP had presented us with. Not only were we facing the challenge of trying to change the social norms regarding substance abuse, but we were also trying to bridge the gap between people’s perception of drug use and the actual reality of it.

After extensive research and time spent gathering data, we have formulated three main objectives for our campaign: create a brand identity that is relatable to our target audience, improve responsible drinking behavior, and support visions of ISAP, with a focus on alcohol abuse. Our mission is to reduce the pathological use of alcohol and drugs to better the Ingham County community.

When it comes down to the excessive use of a potentially addictive substance, we want to educate individuals that if you choose not to use the substance, there are others in the county with the same mindset. This is where we developed our “You’re Not Alone” campaign.

We believe that with our recommendations and ideas, ISAP can grow and become a well-established name in the Ingham County community and set the bench mark for substance abuse organizations in the state.

We look forward to presenting our full marketing communications plan to you.

+Campaign Brief

Project

Description

Create a

brand identity

that is

relatable to

our target

audience.

Improve

responsible

drinking

behavior,

focusing on

underage

drinking.

Support the

visions of

ISAP, but

focus on

alcohol abuse.

Key

Challenge

Break through

the social

norms stigma

and close the

gap between

people’s

perception

and reality of

drug abuse.

Goals for

Client

To:

1) Increase

total brand

awareness for

ISAP by 25%.

2) Establish

ISAP as a

credible and

reliable

source for

drug abuse

prevention

and protection

methods.

3) Increase

advertising

funds and

earned media

opportunities.

Target

Analysis

-Ages 17 &

under

-Ages 18-20

-Teenagers

and young

adults under

the legal age

of drinking.

-“Country

Comfort” &

“Mainstream

Families”—

families with

at least 1

child under

the age of 18.

-Residents of

Ingham

County, MI.

Brand

Strategy

-Communicate

data in a

creative way

to engage

target.

-Use social

norms tactic to

bridge the gap

between

perception and

reality.

-Position

ISAP as an

approachable

organization

that is

relatable to

the target.

Advertising

Objective

Using a

mixture of

both serious

and personal

tones in our

advertising

strategy we

can keep a

larger

demographic

engaged in

our message

and brand

mission.

We can use

images and

words to

show what

the reality is

regarding

abuse, and

how much it

affects

Ingham

County.

Advertising

Strategy

You’re Not

Alone is our

advertising

slogan that

addresses the

social norm

and

personalizes

ISAP’s

mission.

The mosaic

of faces

represents

everyone in

Ingham

County that

does not

follow the

social norm.

The positive

statistics

back-up the

argument of

how to close

the gap of

perception

and reality.

Media

Objective

Main goal is

not to fall

below 50%

reach, we are

aiming to

fulfill about

70-80% of

our given

reach in the

target

audience

using a

variety of

media.

Promotional

Strategies

-Earned

media

(promotional

events).

-Social media

outlets.

-Posters,

flyers,

brochures,

billboards and

postcards.

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Strengths

! Funded through government dollars ! Collaborations with community

organizations to increase awareness ! MSU Social Norm Campaign ! 90% of Ingham County adults are either

light or moderate drinkers, or don’t drink at all

Opportunities

! Targeted prevention program efforts can reduce the burden of alcohol abuse

! 90 % of Ingham County adults are either light or moderate drinkers, or don’t drink at all

! Parental support against underage drinking remains very high at 71 %

! Support for funding the coalition still remains very high and on the rise

Weaknesses

! *BIG* Lack of Identity ! Not enough money we are dealing with

compared to other big time alcohol advertisers such as Budweiser

! Parents give children too much freedom nowadays

! MSU Social Norms Campaign has worked on campus, but doesn’t address Ingham County as a whole

! Parental Substance Abuse Threats

The Beer Industry (Anheuser Busch, Samuel Adams, Miller, Coors) Sponsorships/ Events: NASCAR, football, baseball Concerts: Busch Lite Featuring the Dave Matthews Band on Private Island Cruise, tailgate packages, etc. Hard Liquor Companies (Smirnoff, Bacardi, Captain Morgan) Peer Pressure:Friends, trying to fit in with a specific crowd Over saturation: Similar Organizations (MADD, SADD, MCRUD, FACE)

S.W.O.T. Analysis

+Competitive Analysis

MothersAgainstDrunkDriving(MADD)

  Recognition Programs: SALUTE Michigan Law Enforcement encourages agencies to prioritize drunk driving arrests

StudentsAgainstDrunkDriving(SADD)

  21 or Bust Campaign: Teams up with Licensed Beverage Outlets law enforcement officials to prevent the sale of alcohol to those under the age of 21

Michigan Coalition to Reduce Underage Drinking (MCRUD)

  Social Networking Campaigns: Facebook, Twitter

FACE Campaigns

  Community Campaign, School/Campus Campaign and Statewide Campaign

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Target Audience Target Prospects - 17 and Under: High School/Underage - 18-20: College/Not Legal Yet - 21 and Up: Legal/Adults - * Focus on the issue of alcohol abuse of teenagers/young adults

There are many communities located within Ingham County, each one having its own unique social groups and life-stage groups.

“Country Comfort”:

- These Americans tend to be married, mostly between the ages of 25 and 54, with or without children.

“Mainstream Families”:

- While the age range of adults is broad--from 25 to 54--these are households with at least one child under 18 still at home

+Target Audience – Ingham County

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Brand Strategy

• Communicate data with pictures or in a creative way to engage target.

• Use social norms tactic to communicate data.

• Position ISAP as an approachable organization that is relatable to the target

+Creative Brief

• What!s the business challenge?

– Decreasing the numbers of teenagers and young adults who drink illegally or irresponsibly by using social norms.

• What!s the communications objective?

– Associate ISAP with the real social norms by using statistics.

• Who are we talking to? – 11-17 & 18-21 year olds/Male &

Female – Ingham County residents

• What ! s the key insight to make the

brand meaningful in their lives? – Despite the idea that most teenagers

drink/use drugs, statistics reveal that most teenagers and young adults do not engage in such activities or do so responsibly.

• What do we need to say? – Perceived norms about drinking are

different from reality. • What makes this believable?

– Statistics and focus group research conducted by ISAP.

• What!s the brand character?

– Positive, relatable, multidimensional • What else do we need to keep in mind?

– Executional mandatories: – Logo must be featured in the ad. – Ad must integrate social norms. – Ad must integrate statistics to back up

claims. – Campaign must be integrated using

several different types of media.

Why do we matter? We are here exclusively for the residents of Ingham County, providing services and programs in drug & alcohol prevention.

Who is the enemy? The perceived norm that “everyone” is drinking or using drugs.

What do we stand for? We are here to change the perceived norm and reveal the reality.

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New Logo Concept

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Background -Mosaic of many people represents the idea that

you are not alone. The majority of people actually do not drink

-Blue translucent block simplifies the ad, making the statistic and slogan stand out more

Logo -ISAP viewed

as a person makes ISAP a

more approachable organization.

-The silhouette is

simple, but can represent any person

who sees it.

Statistic -Positive statistic to

engage the target, rather than push

them away -Statistic that represents the

reality to represent the social norms.

Slogan

-“You’re Not

Alone” tightly describes what

we are trying to

say: the

perception is far-

fetched from reality.

-More people

choose

Not to drink than

the people who choose to drink.

Headline -”Fact” is a clear

and concise way to represent

reality.

Creative Rationale

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I can make anbody pretty

I can make you believe any lie

I can make you pick a fight with somebody twice your size

Well, I’ve been known to cause a few break-ups

And I’ve been known to cause a few births

Well, I can make you new friends, or get you fired from work...

- “Alcohol,” Brad Paisley

About ISAP

Members

Events

Contact Us

Statistics

Links

Copyright © 2009 Ingham Substance Abuse Coalition. All rights reserved.

Mission: To reduce the pathological use of alcohol and drugs to better the community

Purpose: When it comes down to the excessive use of a poten-tially addictive substance we want to educate individuals that if you choose not to use the substance, there are others in the county with the same mindset. We want to create an effective campaign using social norms to reduce the gap between perception and real-ity.

“You’re Not Alone”

Web Page Concept

+Letterhead MEDIA ADVISORY

FOR IMMEDIATE RELEASE October 28, 2009

Media Contact: Team Sober (C) 517-123-4567 teamsober@msu.edu

Local Residents Take Steps to Help Prevent Substance Abuse The Ingham Substance Abuse Prevention Coalition Sponsor 5K Walk to Raise

Awareness

WHO:

Ingham Substance Abuse Prevention Coalition voting members and non-voting partners. WHAT:

A sponsored 5K walk (3.1 miles) around a designated area around the Michigan State Capitol to help raise awareness and donations to fight substance abuse in Ingham County. There will be booths set up with information about prevention and help lines for friends and family suffering from substance abuse issues. WHEN:

10:30 a.m., Sunday, November 1

WHERE:

Located at the Michigan State Capitol. 100 N Capitol Ave, Lansing.

WHY:

The Ingham Substance Abuse Prevention Coalition has a mission to reduce substance abuse and its related consequences and stigma. There purpose is to bring effective prevention services to our community through comprehensive collaboration. We coordinate, plan, develop and evaluate a comprehensive countywide strategy that addresses locally determined risk and protective factors and achieve changes in substance use behaviors prioritized by our county.

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LETTERHEAD

FOR IMMEDIATE RELEASE CONTACT: Team Sober

December 31, 2009 123-456-7890

Ingham Substance Abuse Coalition

Appeals to Young Adults ISAP Sponsors New Year’s Eve Casino Night Lock-In for Teens

LANSING, MICH. –– The Ingham Substance Abuse Coalition is reaching out to Ingham

County high school students by giving them opportunities to participate in drug-free activities.

“We just want to show students that they can have fun without the use of drugs. Getting

involved in the community is the only way we can change the social norm,” said Harriet Dean,

ISAP partner.

The lock-in will be held at the Michigan Athletic Club (MAC) in East Lansing on Dec.

31 at 7 p.m. Students will stay overnight, under chaperoned supervision of ISAP members, to

enjoy a night filled with music, food, non-alcoholic beverages and casino simulated games.

“I’m really looking forward to this New Year’s Eve party. It is great to have somewhere

to go with your friends and without your parents worried that you will get in trouble,” said

Ashley Jones, Haslett High School freshman.

ISAP’s mission is to reduce the substance abuse and it’s related consequences and

stigma. The purpose is to bring effective prevention services to our community through

comprehensive collaboration. We coordinate, plan, develop and evaluate a comprehensive

countywide strategy that addresses locally determined risk and protective factors and achieve

changes in substance use behaviors prioritized by our county.

For more information on ISAP and upcoming events, visit www.drugfreeingham.org

# # #

+Media Plan

  Reach: Main goal is not to fall below 50% reach, we are aiming to fulfill about 70-80% of our given reach in the target audience.

  Higher Frequency and Lower Reach

  Regional effort

  Repeated exposure needed to change social norm

  Pulsing schedule

  Emphasize message before periods of high drinking behavior while still keeping the message out.

  Local television

  PSA- $1,000 for local 30 sec. slot

  Local radio

  PSA- $218.40 for 60-sec spot (97.5)

  Local newspaper

  $103.00 per square inch

  Social media/viral media

  Facebook Ad = $35.00 for 3 days

  Free: Twitter, facebook page, youtube

  Outdoor/posters

  $2500 for 1 month

Rationale Types of Media

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0

5000

10000

15000

20000

25000

DollarA

mou

nt

YearlyBudget:$79,380

Flow Chart