Executive Summary .......................................................................................... 2Situation Analysis .............................................................................................. 3Research Objectives ......................................................................................... 5Secondary Research ......................................................................................... 6 Primary Research ............................................................................................... 8Target Market ......................................................................................................10Problems/Opportunities (Binge Drinking) ...............................................14Creative Strategy ...............................................................................................15Creative Executions ..........................................................................................16Creative Evaulation ...........................................................................................26Media Strategy ...................................................................................................28Budget ...................................................................................................................29Campaign Flight Plan .......................................................................................32

Table of Contents

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Northwood Advertising

At Northwood Advertising, we all have one common goal, and that is to accom-plish any objective thrown our way. We recognize a unique element within our agency that promotes cre-ative and precise solutions to the ever changing world of advertising. It is what drives us to complete a task no matter what the cost. We have faith in who we are and what we do. More importantly we have faith in one another.

Each of us enter as individuals but emerge as part of a unified and dedi-cated team. This is what led us to become one team: Northwood Advertising.

Northwood Advertising has developed an IMC plan that will reinvent the social perception of binge drinking among 18-24 year olds. Our campaign will create and shift the tipping point of binge drinking from its current perception of being accepted and “cool” to being a negative aspect of a person’s social image. Our cam-paign will be implemented through digital, both traditional and nontraditional media, as well as through promotional initiatives. Instead of interrupting what interests them, our message will be-come what interests them.

Objectives

• To increase awareness of the dangers of binge drinking among our target market

• To have a clear understanding of when and where the problem occurs and execute the message accordingly

• To drive and retain users to the website

• To create a tipping point with the social perception of binge drinking

Executive Summary

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What is a Tipping Point?

Tipping Point (tip-ping point) noun

1) The level at which the momentum for change becomes unstoppable.

2) The culmination of a build-up of small changes that affects a big change.

For over 10 years, The Century Council has worked with the community to create innova-tive strategies to combat drunk driving and underage drinking across the nation. They are now aiming to combat binge drink-ing on campus communites and promote responsible deci-sion making regarding alcohol.They work with all members of the community, including: law enforcement, public officials, educators, parents, and students.

Situation Analysis

Alcohol 101 Plus™ is a pro-gram that has already been implemented by The Century Council. It encourages college students to make responsible decisions pertaining to alcohol. Due to the similar objectives of both our campaign and Alcohol 101 Plus™ we decided to put extra emphasis on understanding the Alcohol 101 Plus™. The following is our assessment of the strengths, weaknesses, opportunities, and threats of Alcohol 101 Plus™.

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Strengths • Provides information and tips to prepare college students for drinking situations. • Broken into four segments; first-year students, greek life, athletes, and judicial policy offenders.

Weaknesses • At first glance, the user is bombarded with messages about drunk driving and underage drinking. • Appears to feature two different websites • One provides information about the initiative, while the other is the actual “virtual campus” • Interactive virtual campus is not a big enough aspect of the website. • Video college skits appear too staged, and too formal, talking down to the user.

Opportunities • Have direct links to Alcohol 101 Plus from social media website. • Provide a sleeker web design, incorporating videos that spark curiosity. • Providing the user a choice to make a smart decision, instead of telling the user what not to do. • Interactive virtual campus can be a larger aspect of the website, with alternative aerial view of the campus. • Updated and user created videos for user interaction.

Threats • Alcohol and liquor commercials continue to appeal to younger audiences. • Younger audiences are more attracted to the “thrill” of drinking as opposed to the dangers of drinking.

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Situation Analysis

SWOT ANALYSIS

• To obtain a clear definition of what binge drinking is.• To better understand: • Where/When/Why binge drinking occurs. • Who is the binge drinker?• To understand the driving force of binge drinking.• To understand the lifestyle and mindset of the target market and the most effective and efficient ways to reach them.

Research Objectives

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WHO:• Greek Organizations: • 86% of fraternity residents binge • 80% of sorority members who live in chapter houses binge drink

• Athletes: • Students involved in athletics are one and a half times more likely to binge drink than other students

• Students attending sporting events: • Students are more likely to drink at sporting events

• Students: • Peak times for binge drinking during the school year are: 1) Spring Break 2) Weeks of Christmas & New Year’s 3) Welcome Weeks (1st three weeks of the school year)

Secondary ResearchWHEN:• Fall • Welcome Week • Tailgating • Halloween • Day before Thanksgiving

• Winter • Holidays • Greek events including: • Pledging • Rush parties • Superbowl Sunday

• Spring • St. Patrick’s Day • March Madness • Spring Break: Florida is the top destination due to price and location • End of school year / final exams

• Summer • Fourth of July • Graduation parties

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Environmental Factors

• Students are 11% more likely to binge drink when there is a high concentration of liquor retailers in the area. • Media heavily influences the social perception of drinking within our target market.• Laws and regulations on alcohol affect the community as a whole and can help change social norms.• Americans are bombarded with alcohol advertising.• Our target market is conditioned to believe that binge drinking is a part of the college culture and a social norm.• Drinking is a way of celebrating multiple holidays and special occasions.

WHERE:These are the 10 most heavilypopulated regions of college students in the United States. These regions include 6 of the top 10 party schools in the na-tion according to the 2009 Princeton Review.

1) Los Angeles, CA2) Miami, FL3) Boston, MA4) Chicago, IL5) New York, NY6) Philadelphia, PA7) Austin, TX8) Columbus, OH9) San Antonio, TX10) Detroit, MI

Drinking Environments• Tailgates/Sporting Events• Local Bars• House/Greek Parties• Spring Break

Secondary Research

WHY:According to The Century Council, the top reasons for binge drinking are: • Gives people something to do • Gives people something to talk about • Allows people to have more fun • Facilitates a connection with peers • Facilitates male bonding • Facilitates sexual opportunities • Facilitates female bonding

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Key Research Insights• On college campuses 70% of the student body binge drinks.• 20% of college students are frequent binge drinkers.• Binge drinkers consume two-thirds of all alcohol sold in the U.S.• Throughout the school year there are specific occasions when students are more likely to participate in binge drinking.• Focus should be emphasized on Greek organizations, athletes, athletic fans, and first year students.• Specific events throughout the year draw larger drinking crowds.• There are specific regions where our campaign efforts will have maximum impact.• College drinking prevention efforts have done little to slow the overall trend nationwide, but efforts which have been successful are those that aim at changing the entire college drinking culture by simultaneously targeting the student population as a whole; the college and its surrounding environment; and the individual at-risk or alcohol-dependent drinker.

Males: • Drink 1-3 days a week • Majority drink: beer, mixed drinks, and shots • Very indifferent about drinking games • Think that pre-drinking is essential before going out • Think that socializing is easier when drunk • Days to drink: Thursday, Friday, and Saturday • While drunk: drunk dialing and getting sick

Primary Research

Females: • Drink 1-3 days a week • Majority drink: mixed drinks, wine, shots, and beer • Majority say they don’t drink to get drunk • Drink the same amount as friends • Use drinking games to accelerate the drinking process • Think socializing is easier when drunk • Days to drink: Thursday, Friday, and Saturday • While drunk: drunk dialing, getting sick, and crying

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During Alcohol Awareness Week, our research team created a root beer pong tournament available to everyone on campus. The theme and the opportunity to win prizes drew a large crowd. We viewed this event as a great way to generate awareness about binge drinking, as well as a perfect opportunity to gather research about our target market. All participants completed surveys which focused on their drinking habits.

Focus GroupsWe conducted five focus groups composed of various college students within our target market. After fully analyzing the results we were able to obtain a definition of what a binge drinker is to our target market. The following are some of our key findings:

Who or what is a binge drinker to you?• After aggregating our results, we were able to generate a concise definition of who our target market views as a binge drinker; “Someone who drinks to get drunk.”

Where do you drink?• Most binge drinking occurs at sporting events, Greek life activities, bars, house parties, and on college campuses.

Primary Research

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When do you drink?•Most binge drinking occurs in the months of August, December, and May.•Binge drinking is most prevalent on Thursday, Friday, and Saturday nights.

Why do you drink?•The primary reason to drink is for social acceptance and a positive image among peers. The target market wants to be perceived as fun and fit in amongst their peers.• Other motivations are: to have fun, relax, get away from stress, hang out with friends, or because of boredom.

Key Insights

Our definition of binge drinking: “Someone who drinks to get drunk.”

There are minor differences in drinking habits between males and females. However, these differences are not significant enough to alter our strategy to aim at both genders as separate market segments.

We found that our primary research insights reinforced our secondary research findings.

The target market is comprised of unique and diverse individuals 18 - 24 who pride themselves on self-image, relationships, independence, and bright futures. Their lives are busy and clut-tered, leaving them in a constant state of partial attention.

The target market has grown up in a fast-paced, ever changing world where staying connected to family, friends, school, you name it, could not be more significant. Social networking, relation-ships, and the presence of peer pressure have a deep impact on their lives.

The target market has become accus-tomed to having their needs met quick-ly with little patience for delay. Our tar-get market research has led us to name our target market the SLICKs. A SLICK is a socially linked, image conscious, key holder to the future.

Target Market

SociallyLinkedImageConsciousKey holder to the future

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Party AnimalsOur extensive research allowed us to obtain a clearer definition of how a SLICK perceives a binge drinker. Due to the diversity of our target market we have decided that the best way to un-derstand them was to differentiate them into three different market segments of Party Animals. The three types of party animals are...

MonkeysThe Monkeys are the portion of the target market who are the heavy binge drinkers. The Monkeys do not need a reason to drink and they consume alcohol beyond their limits. They drink to get drunk. Their drinking begins to negatively affect other as-pects of their lives. Monkeys encourage drinking wherever they go and do not know many other ways of having fun. They have the tendency to pull Sheep and Turtles into the binge-drinking problem. Monkeys rarely turn down the

Target Market

opportunity to get drunk and at times can be found drinking alone. Monkeys are often unaware of the fact that they have a problem; therefore they do not know they need help. You can find a Monkey at just about every party, sport-ing event, and social function on college campuses.

Sheep The Sheep are the portion of the target market who are social drinkers. Sheep most often drink to get a buzz or “loosen up” around peers. Sheep claim to be more sociable and friendly when they have alcohol in their system, and they are the type of drinkers who tend to follow what their peers are doing but can also influence what others do. The Sheep make up the largest portion of the Party Animals. Their drinking habits are mostly under control and they know how to drink responsibly; however, that is not to say that they aren’t at risk of binge drinking. Sheep are very image

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conscious and can be easily herded by Monkeys to turn a social night of drink-ing into binge drinking, depending on the occasion. Sheep believe that since they do not drink alone or in excess, they do not have an alcohol problem. You can also find the Sheep at every party, sporting event, and social func-tion around a college campus.

Turtles The turtles are the portion of the target market who rarely drink, and when they do it is in safe moderation. Their life-styles, values, past experiences, etc. have taught them other means of having fun and spending their time without drink-ing. Turtles tend to shy away and hide in their shells when dangerous binge drinking is occurring. Turtles are at a low risk of being persuaded by Monkeys and Sheep, but are still at risk in certain situ-ations and on special occasions. Turtles are all over college campuses, but are less likely to be in binge drinking settings.

Target Market

Primary Target Market: SheepOur research has concluded that the primary target market of our campaign will be the Sheep. Due to the potentially influential persona, a message would need to be created to reach them.

Our goal for reaching the primary target market is to create the tipping point when the Sheep shift from the influ-enced to the influencers.

This goal is obtainable because they are already willing to participate in both extremes of drinking. Making the non-dangerous side of drinking more attrac-tive will pull the Sheep from the influ-enced to the influencers.

The Sheep are involved on and off cam-pus both academically and socially. Once we reach them, the others will follow. The Sheep’s importance is their ability to spread our message both ef-ficiently and effectively.

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Target Market

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Secondary Target Market: Monkeys & TurtlesThe Monkeys dangerous drinking behavior is a habit. Our research has shown us that aiming our campaign at the Monkeys as our primary target would be ineffective. The habits of a Monkey cannot be changed with mes-sages directed at them, but only with a change in the way they are perceived by their peers. In order to reinvent this perception, we must first shift the tip-ping point from the influenced to the influencers.

Keeping the Turtles on board with our message will only help shift the tipping point towards a new social perception of binge drinking. Our message is con-sistent with their current drinking habits and lifestyles.

Problem: Over consumption of alcohol has become a “social norm” on college campuses.

Problem: First year students find themselves influenced by a culture and environment that promotes alcohol consumption.

Problem: Studet organizations are a leading contributor to dangerous binge drinking on college campuses.

Problem: Athletic events provide col-lege students with a socially acceptable reason to drink with peers.

Problem: Specific events throughout the school year have become a desig-nated dangerous drinking day.

Problems/Opportunities

Opportunity: To create a tipping point with the social perception of binge drinking.

Opportunity: Our research indicates the most frequent drinking periods throughout the year for a first year stu-dent. This research allows us to target SLICKs at the most crucial times of the school year.

Opportunity: By working with the dean of academics, we can provide incentives for studets to promote our case and join our cause.

Opportunity: Because of the large scale of collegiate sporting events we can eas-ily place promotional staff throughout these events.

Opportunity: By promoting a lifestyle that glorifies responsibility, we can decrease the dangers of these drinking events.

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From our research consisting of surveys, focus groups, interviews, and observational research, we discovered the most effective way to make an impact on a SLICKs life and mindset. Instead of talking down to the target market and telling them what to do, we learned that the best way is to relate and to give the target market the choice to form their own opinions. They told us to let them form their own decisions rather than to tell them how to feel.

Creative Strategy

MessageOur target market research led us to the message Are You the One? The message em-powers SLICKs to form new feelings and different mindsets when choosing between a positive and negative drinking scenario. If they believe that their decisions determine their social image, they will become more responsive to our message. Whichever situ-ation SLICKs finds themselves in, our tagline “Are You the One?” will subconsciously affect their decision making.

Examples:

Are you the ONE who held your friends hair?

Are you the ONE who made it to class after a late night?

Are you the ONE that got sick?

Are you the one that is on the news?

Are you the one that col-lected the keys?

Are you the one whose car is wrapped around a tree?

Are you the one drunk dialing?

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Promotions

Are You The One Street TeamsThe Are You The One street teams will kick off the campaign. During the day, street teams will interact directly with SLICKS on college campuses in order to create awareness of the campaign as well as drive SLICKS to the website. In order to create this awareness and drive these individuals to the website, these street teams will be distributing Are You The One magnetic slap bracelets printed with local taxi numbers. Additionally, T-shirts with the Are You The One logo and website will also be distributed and will be color specific to the university in which the street teams are located.

During the evening the street teams will become undercover partiers by visiting their various college parties in search of SLICKS who are partying responsibly. Those that are partying responsibly will be rewarded with gifts and premiums valued from $50 to $100.

Promotion Specifics: • Five street teams/undercover partiers consisting of 7-10 members• Each street team will cover a geo- graphic area (southern California, the Northwest, the Midwest, the South/Southeast, and the Northeast)• It will run for 10 consecutive weekends throughout the football tailgate season, including Halloween• T-shirts will be given to those who fill out a Business Response Card• The BRC’s will be used to obtain contact information for monthly newsletters• Pictures taken of those individuals partying responsibility will be posted to the website to promote this behavior and highlight individu- al universities

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Promotions

Campus Organizations Initiative – School CompetitionA school competition has been introduced to create and spread awareness of the “Are you the One?” campaign. • Plastic beer/liquor bottles will be mailed to the deans of student bodies of the top 100 schools (according to population)• The bottles will have a label containing a brief synopsis introducing the binge drinking campaign.• The deans will implement the significant steps to provide binge-drinking awareness on their campus. • Groups will provide user-generated videos and will compete for a grand prize. Each month a different video will be displayed recognizing the efforts of students around the country. • Grand prize for winning the contest will be a concert by N.E.R.D.

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Creative ExecutionTelevision

The inspiration for our commercial is that there are always positive and negative decisions to be made when drinking. Our commercial will por-tray both and leave the obvious decision of which “one” to be up to the viewer.

1. Narrator begins monologue while lean-ing against a pool table in a red jacket and explaining the concept of the two drinking scenarios.

2. Scene transitions to an bar where the narrator is now behind the bar. The two scenarios are presented when a drunken woman spills her drink on herself and then her responsible friend tells her she is cut off.

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3. Another scene transitions to a rowdy tailgate with narrator now dressed in a jersey. Portrayed is a fan that is too drunk and spilling beer all over everyone in sight. Next to him is a responsible tailgater who looks like he is ready to throw on a helmet and run onto the field.

4. Another scene transition to a college house party with the narrator now dressed like a student. Two scenarios are presented with a student who is too drunk to recognize he’s mistaken a long-haired guy for his girlfriend. Across the room is sober student pulling in all the ladies to give them a safe ride home.

5. Final scene transitions back to the narrator leaning against the pool table his red jacket. The narrator closes the TV spot by reiterating the concept that no matter where drink-ing is occurring it’s inevitable that you will encoun-ter both scenarios. You have to choose your actions wisely and ask yourself “Are You the One?”

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Print Execution

For our print execution we decided to use a simple, yet catchy theme that was consistent with each of our marketing ve-hicles. Our advertisements direct SLICKs to make responsible decisions by presenting them with a positive and negative scenario in each advertisement.

These ads show that being responsible brings positive attention and overdrinking brings negative attention. By taking on both sides, it presents the viewer with an obvious choice without forcing a decision.

Interactive Digital Billboard

We chose to incorporate an “Are You the One?” Twitter profile to an automatic feed that will be instantly dis-played on digital billboards. This will show real time updates of consumer generated comments.

Bathroom Ad (Campus and bars)

We have created peel-off “Are You the One?” decals to be placed onto toilet seats and urinals across college campuses and popular bars.

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Billboards

Our billboard executions will be straight to the point presenting a positive or negative scenario consistent with our message throughout the entire campaign.

Bus Signage

Bus signage will introduce the “Are You the One?” message used to kick off the cam-paign. Bus signage will create buzz and name recognition among SLICKs within urban populations.

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Rich MediaOur rich media ads will compliment our online community. Similar to our TV spot, they will feature short videos strategically placed on key websites. Due to our large digital budget and the low price of online advertising, we will be able to reach a larger percentage of our target market for less money.

Our Homepage Roadblock on YouTube will feature various individuals walking and interacting with the content on the home page. One or several individuals will be too intoxicated and fall over knocking content from the page down and causing a scene. Other individuals in this “party” scene will help the person who fell down or is passed out, showing that they are the responsible “one”. this will lead to our YouTube branded channel of all our Are You the One videos. This roadblock will be February 9, 2010, as many SLICKS browse YouTube following the Superbowl in search of com-mercials and highlights

TwitterOur twitter account will be focused on having users finish the sentence “Are You the One who…” Quality responses will be “re-tweeted” and shared among followers pro-viding more exposure to the “tweeter” and creating buzz. This will ultimately drive more traffic to our website.

FacebookA Facebook Connect page will provide us with a presence on one of the most popu-lar websites among SLICKs. Facebook Connect will enable us to integrate any up-dates, notifications, comments, and news from areyoutheone.com to our Facebook

TWEET

tweet (tweet) noun1) a post or status update on twitter, a microblog-ging service.

tweet (tweet) verb2) to post a status update on twitter; brief and short in length

re-tweet (re-tweet) verb1) to post a comment, sta-tus update, or response to another’s tweet

Creative Execution

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Creative Execution

Connect page. This will increase awareness and our reach to SLICKs. The power of Facebook Connect will be the ability to spread awareness through our visitors’ friends and their connec-tions to others. Facebook Connect has the powerful ability to spread news and trends quickly and efficiently.

MySpaceRich media advertisements will be featured on the MySpace music homepage. The ads will entertain viewers and drive them to our website and increasing campaign awareness.

Mobile ApplicationWe have chosen to develop a mobile application that will be compatible with the iPhone and other smart phones. The application will continue to use the Century Council’s B4UDrink Educator concept, but with some additional improvements. Our mobile application will al-low users to interact with the areyoutheone.com website as well as have fun playing with the B4UDrink Educator. The B4U Drink application will effectively engage SLICKs and educate them on alcohol over consumption, all the while increasing campaign awareness.

YouTubeAll our online video commercial will be available through YouTube. Our research showed that YouTube is one of the most visited video websites by SLICKs so this can only lead to additional campaign awareness and reach.

Google/Yahoo Search OptimizationIf users attempt to Google search any kind of drinking term such as beer bongs, beer pong, drinking games, etc. the “Are You the One?” website will be at the top of the results.

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Creative Execution

AreYouTheOne.com

The website is the foundation of our campaign. All of our advertising will be focused on drawing SLICKs to the website. AreYouTheOne.com will be an interactive “college style” living room where visitors can learn all about our campaign and binge drinking. Users will sign in, either as a guest, or by creating a username. Once signed in, users will be able to navigate around the interactive room and have the option to join chat rooms, watch videos, follow our pro-motions, and learn facts about dangerous binge drinking.

Features of the areyoutheone.com will include:• Public and private chat features• A ticker displaying user generated “Are You the One…?” tweets streamed directly from our Twitter followers• Updates of current and upcoming Are You the One? events• Viral commercials and videos which can be shared among visitors.• Facts and statistics to educate visitors about binge drinking• Subscription links enabling visitors to engage in mobile and/or email updates• Pages specifically describing both of our promotion initiatives.

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Why Our Message Works

• SLICKs pride themselves on their self image. Being accepted by peers and recognized as “cool” or part of the crowd is of the utmost impor tance. Our tagline “Are You the One?” directly relates to this emotion of belonging and maintaining a positive self image.

• The awareness among SLICKs that binge drinking negatively affects their self image will be in the back of every SLICKs’ mind when they are in drinking situations. This will not prevent them from drinking, but it will heighten their awareness of which “one” they will choose to be.

Creative Evaluation

• Our message will work because it is directed towards each of the three types of Party Animals and not just the Monkeys. Our research has shown that although many prior anti-binge drinking campaigns have been unsuccessful, the campaigns that have had a positive impact were the ones aimed towards the entire population as a whole instead of those who are the source of the problem.

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Creative Evaluation

Focus Groups Insights• There was an overwhelming approval of our tagline “Are You the One?” A majority of the students liked the tagline because it didn’t focus on the negative aspects of binge drinking and it wasn’t a command telling them not to drink.• We presented our logo with several color schemes and variations to the focus groups. A ma- jority of the students liked the one we ultimately chose for the campaign.• Various types of non-traditional media ideas were presented to the focus groups. The types we chose were the ones most students believed would have the greatest impact and increase the most awareness.• Several website concepts were also presented to the focus groups. Our idea of an interactive living room which would include chat, video, and educational information on binge drinking was the overriding favorite.Evaluation Survey and Insights• When asked to rank five taglines from best to worst, 71% ranked “Are You the One?” as #1.• When asked to rank five logos from best to worst, 83% ranked the circle logo as #1.• When asked to assess the color schemes of the logos from best to worst, the orange, black, and white was #1.• When asked whether seeing our tagline through various types of media would create enough curiosity and buzz to drive them to our website for more information, 88% said it would

In order to gain some measurement as to how successful our campaign will be we conducted a series of blind focus groups and distributed over 300 surveys. We knew that the only way to gauge our success would be to throw our message and creative executions right at our target market to see how they feel.

The “Are You the One?” campaign is designed to effectively reach SLICKs through diverse, relevant, and cost effective media vehicles. The media plan is rooted in digital and non-traditional vehicles, but uses traditional media to launch and reinforce the messages to the majority of SLICKs. “Are You the One?” will break through the clutter of the thousands of message SLICKs are exposed to on a daily basis. Instead of interrupting what interests them, we will become what interests them.

Geographic FocusOur media strategy will geographically focus on the largest markets of SLICKs. Here are our main regions of focus…

California Sacramento, Los Angeles, San Diego Florida Tallahassee, Jacksonville, Gainesville, Orlando, Tampa, Miami Georgia Atlanta, AthensIllinois Chicago, BloomingtonIndiana Indianapolis, Bloomington, Fort WayneMassachusetts Amherst, Boston AreaMichigan Warren, Detroit, Lansing, Kalamazoo, Grand Rapids, Mt. Pleasant

Media Strategy

Minnesota St. Paul/ Minneapolis, St. CloudMissouri St. Louis, Springfield, ColumbiaNew York New York, Brooklyn, Rochester, Buffalo North Carolina Charlotte, Greenville, Raleigh, Chapel Hill, GreensboroOhio Cleveland, Columbus, Oxford, Toledo, Cincinnati, Dayton,Pennsylvania Philadelphia, Pittsburgh, University ParkTexas Austin, El Paso, San Antonio, Huston, Arlington, Dallas,Virginia Fairfax, Harrisonburg, Richmond, Petersburg, Charlottesville, Annandale

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Media Budget

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TelevisonSelections:

Rationale:

Street Team PromotionLocations:

Rationale:

Campus CompetitionLocations:

Rationale:

MagazineSelections:

Rationale:

MTV

SLICKS are 203% more likely to watch MTV than any other network, with 47.9% of 18-24 college students watching MTV on a daily basis

Top 10 party and populated universities in each of the 5 geographic regions.

By targeting the most populated campuses during welcome weeks and tailgating seasons, we’ll be able to put a face to the AreYouTheONE campaign and begin the WOM that is essential for our tipping point.

Initially targeting top 150 universities, this promotion will be available to all accredited universites.

It’s a win-win situation. Schools will use the incentive to have students combatting binge drinkin on their campus, and students will compete against other schools for the concert, and money for their organiza-tion.

Rolling Stone, Maxim, Cosmopolitan, Glamour

SLICKS are less likely to multi-task while reading magazines. The selected publications have high circulation rates for 18-24 college students

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Media Budget

Out of HomeSelections:

Rationale:

Transit Shelters, Traditional/Digital Billboards, Bath-room ads, Bus Signage

In order to effectively begin the momentium needed for a tipping point, a strong public awareness of the message is needed. Out of Home executions will create curiousity and awareness throughout the year. 51% of 18-24 take action after seeing digital signage.

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These ad units and impressions will be purchased through vari-ous ad networks in order to gain the most possible reach at a cost effective rate. These networks include: • Specific Media • Google Ad Network • Yahoo! Network • Video Egg

Utilizing these networks will allow us to behaviorally target, demographically target, contex-tually target and geographically target the SLICKs and optimize our display campaign on the fly, with immediate results.

Media Budget

Search EngineGoogleYahoo!

Spend$175,000$175,000

Avg. CPC$0.20$0.20

Budget Alotted for SEO: $350,000

Additional funds will be for optimizing search campaignsHomepage Rich Media Roadblock on YouTube:

$200,000

Total Digital Spend:

$2,995,000

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Aug’09 Sep’09 Oct’09 Nov’09 Dec’09 Jan’10 Feb’10 Mar’10 Apr’10 May’10 Jun’10 Jul’10 Traditional Media

Television

Print

Out-of-Home

Transit Shelter

Traditional Billboards

Digital Billboards

Bathroom Ads

Bus Signage

Digital

Search

Standard

Rich Media

Promotions

Street Teams

MediaTelevisionPrintOut of HomeDigital DisplayPromotionsProductionContingencyTotal

Spend1,190,000

793,5112,820,6202,995,000

944,000950,000306,869

$10,000,000

Weight11.9%

7.9%28.2%30.0%

9.4%9.5%3.1%

100%

Media Summary

The media strategy succesfully incorporates tradtional and nontraditional with digital to show SLICKs how “Are You the One” fits into their social lifestyle and will subconsciously affect their drinking decisions. Northwood Advertising’s media schedule begins with a heavy blitz of messaging through almost all of our channels as SLICKs begin their academ-ic year in the fall. Our messaging will continue throughout the year in non-traditional and digital for retention of the message “Are You the One.”

Media Summary