chapman university century council campaign - "illuminate"
DESCRIPTION
As part of the Chapman University 40-person NSAC team, I was one of two freshmen on the PR department. As part of this department, I learned event planning skills, strategy for nonprofit organizations and strategic partnerships as we helped create our section for this plansbook. It placed Fourth nationally. Courtesy of http://issuu.com/sablockTRANSCRIPT
WELCOME TO A BRIGHTER WORLD
-SHARON SALZBERG
It doesn’t matter how long we may have been stuck in a sense of our limitations. If we go into a darkened room and turn on the light, it doesn’t matter if the room has been dark for a day, a week, or ten thousand years; we turn on the light and it is illuminated.”
“
We are Circle Advertising, Chapman University’s student-run
advertising agency, and we thought we would start by telling
you a story…
Every so often you stumble across a person, and you
can immediately tell there’s something about him.
Something special. Something that draws you toward
him. Like a bright light in the darkness, you can’t resist.
So you follow him. For us, this person is The Illuminated
One.
The Illuminated One, or TIO, as his friends call him, is
many things, but ordinary isn’t one of them. He’s been
an inspiration to us; a guiding light in our campaign
against dangerous overconsumption of alcohol. TIO
brings the voice of experience, and he has become a
crusader in the fight for change on college campuses.
He is like our older brother, looking out for us and
equipping us with the facts we need to make our own
choices, but he never undermines our ability to decide
for ourselves. He never judges, condemns or looks down
on us. His concern is genuine. TIO’s experience-rich life
allows him to illuminate College Students across the
nation.
The following is a diary TIO kept of our communications
with him regarding our common goal of battling
dangerous overconsumption of alcohol among
College Students.
This is my atlas. This is my story. These are my beliefs. Through life’s great path, one must omit the trivial and embrace the unfiltered truth. Those content with the unexamined life have yet to find the light. These are my tips for illumination.
TABLE OF CONTENTS
TIO’S MANIFESTO:“
1
”
2 WARLOCKS & WITCHES
4 EXECUTIVE SUMMARY
6 RESEARCH
9 DEFINITION & SWOT
10 THREE BARRIERS
11 TARGET MARKETS
12 ROMPE!
14 BIG IDEA
15 CREATIVE
16 TIO
17 TOP-40 CAMPUSES
18 CREATIVE EXECUTIONS
22 INTERNET & VIRAL
23 PROMOTIONS
26 PUBLIC RELATIONS & PARTNERSHIPS
29 MEDIA
32 EVALUATION, BUDGET & PITCH
2
WARLOCKS & WITCHES BALL
HEY TIO!We haven’t heard from you in a while and
wanted to drop you a line. How’s your traveling
been? When you get back we’d love to hear all
about it!
Here at Chapman, we’ve been hard at work
building a campaign for The Century Council
(TCC) that combats dangerous overconsumption
of alcohol. Less than thirty days after we received
the campaign case study, our team, Circle
Advertising, hosted the third annual Warlocks and
Witches Ball at Marion Knotts Studios.
The Ball kept TCC’s goals in mind by bringing
students together in a fun, alcohol-free
environment. This year, 390 College Students
attended.
Before the BallWe saw the Ball as a great opportunity to remind
students of the dangers of overconsumption of
alcohol and perform primary research at the
same time. We set the theme as a 1920’s murder
mystery, a “whodunit” with a surprise ending.
The Ball began when we introduced fictional
1920’s celebrities who were the suspects. Guests
were then ushered through the hallways toward
our sound stage and most importantly, our
Century Council room.
Come on in!Guests stopped by The Century Council room for
refreshing root-beer floats served from behind
our non-alcoholic bar. We invited guests to walk
a straight line while wearing beer goggles which
simulated a .08 BAC. They quickly discovered
how difficult simple tasks become while
“intoxicated.”
Students left The Century Council room with a
different perspective on drinking, and with a
business card containing the Web address for a
blog we created with pictures, videos and real
stories from young adults about the negative
consequences of overconsumption (check it out
at drinkdiary.wordpress.com).
The Plot ThickensOnce all of our guests assembled in the Grand
Ballroom, the murder mystery continued. Guests
asked questions of the suspects and mingled with
each other to discover “whodunit”. Guests cast
their ballots, and we revealed the murderer.
Guests were stunned to learn that the crime was
committed by the suspect who chose to drink
and drive at the event. After a few words about
the dangers of overconsumption of alcohol, our
DJ took the stage and the dance party started.
Students mingle
on the dance floor
on t
he r
ed
car
pet
That’s All She Wrote... AlmostWith the Warlocks and Witches Ball we showed College Students the dangers of overconsumption of alcohol, and provided a safe environment where students could have a good time without drinking… or so we thought.When the party was wrapping up, Chapman’s Public Safety Officers alerted us, to our surprise, that they found several bottles of alcohol secretly stowed away, ironically, in our own Century Council room.
We had a lot to learn!
With this incident we saw firsthand how pervasive alcohol consumption is, and our task to create an awareness campaign for TCC became even more poignant.
So, TIO, we’re going to need your help with the rest of our campaign. You know exactly what we’re up against, and with your knowledge, maybe you can help us shed a little light on the problem.
Sincerely,
Chris, Kat, AmyACCOUNT DIRECTORSCIRCLE ADVERTISING
JONNIE KING
BUDDY FIDEL
IVY FRITZ
MAXIE ROZELLA
BURT MAJORS
THE SUSPECTS
Revealing whodunit!
3
Moderate Drinkers: Tertiary Audience
These more-experienced drinkers have adopted safer drinking habits, but may occasionally need reminders not to dangerously overconsume.
Inexperienced Drinkers : Primary Audience
These students have just started drinking, or are new to a drinking environment. They may not know their limits, and although they may only drink sporadically, their risk of overconsumption is high.
Binge Drinkers : Secondary Audience
This segment habitually chooses to dangerously overconsume alcohol. Frequently they experience the physical consequences of their drinking: vomiting, blackouts and hangovers.
EXECUTIVE SUMMARY
HELLO FRIENDS,
I’M GLAD YOU’RE JOINING CIRCLE ADVERTISING AND ME ON THIS JOURNEY! BEFORE WE GET INTO THE NITTY GRITTY, LET’S GO OVER A FEW THINGS.
During my travels and through my communications with Circle Advertising, I’ve discovered Three Barriers that currently prevent College Students from being receptive to messages about alcohol consumption:
THIS JOURNAL, THIS COLLECTION, IS FOR THOSE I KNOW I CAN HELP.
1. 3.
2.
TARGET MARKETS:
Inexperienced Drinkers are the sweet spot!
4
They are College Students ages 18-22. I’ve discovered, when it comes to addressing alcohol, College Students as a group are best segmented by their drinking habits, not their age, race, or ethnicity.
Barrier of Image Distortion: College Students often perceive their drinking behaviors to be different than they actually are.
Barrier of Immortality Complex: College Students are concerned with immediate physical consequences, like throwing up. Long-term effects, like alcoholism or liver disease, seem surreal and do not resonate. Death is not in College Students’ realm of possibilities.
Barrier of Knowing vs. Implementing: The truths and facts that College Students share about drinking often get overlooked in social situations. Good choices are ignored and the effort to make smart decisions dwindles.
Create a non-traditional, $10 million campaign to
combat dangerous overconsumption of alcohol
by College Students
Use initiatives that can stand alone or in
conjunction with each other
Use initiatives that can be applied nationally and
locally
Define dangerous overconsumption of alcohol in
the terms of College Students
Break down the Three Barriers that currently
prevent College Students from being receptive to
messaging about overconsumption
Give College Students relevant, useful facts about
alcohol consumption and its consequences
Empower College Students to make safe choices
when it comes to drinking
Effect long-term change in drinking behaviors
among College Students
Raise awareness of the dangers of
overconsumption among College Students by 15%
Generate over 250,000 unique views at meetTIO.
com during the 11-month campaign period
Garner participation of over 25,000 College
Students in online and live promotional and public
relations events
5
I’ve created various sketches and drawings to illustrate our thoughts. These ideas can be applied locally or nationally. Our placements canvas college campuses, as well as online and mobile phones, where College Students are constantly connected. These mostly non-traditional tactics and placements will help to increase effectiveness and reach.
I’m teaming up with Circle Advertising to host two events: GLOW, an on-campus carnival, introduces College Students to me and my message in an interactive, engaging and peer-to-peer format; and IlluminArt, an online submission contest, encourages College Students to express a brighter world through art.
Partnerships with Scion, the NCAA, and Nike, include the community as a whole and get College Students actively educating themselves and others about the dangers of overconsumption. A pitch plan insures that our campaign attracts national and regional attention.
$10 Million
CAMPAIGN STRATEGY:
PROMOTIONS:
PR & PARTNERSHIPS:
BUDGET:
THE TASK
GOALS
OBJECTIVES
PROMOTIONS
PR
PRODUCTION
CONTINGENCY
COMMISSION
MEDIA
6
RESEARCH
FATE SMILED UPON ME, RECONNECTING ME WITH CIRCLE ADVERTISING.
OBJECTIVES:Discover psychographic and behavioral insights about College Students and the factors that influence their drinking habits
Generate over 4,500 research impressions
Interview key influencers to gain full knowledge and understanding of their impact on and experience with the college drinking culture
Define dangerous overconsumption of alcohol as it relates to College Students
After reading the letter from Circle Advertising about the Warlocks and Witches Ball, I was comforted to know I was not alone in my effort. However, it became clear to me how much work remained. The next step was logical: with Circle Advertising’s help, find out as much as we could about College Students and their drinking habits.
pouring...
and pouring...
and done!
PORTIONS FOCUS GROUP
MAN ON THE STREET
7
PRIMARY RESEARCH: SECONDARY RESEARCH:CIRCLE ADVERTISING AND I STARTED WITH RESEARCH THAT WAS CLOSE TO HOME. WE CONDUCTED…
90 face-to-face interviews with College Students at six different universities
10 one-on-one interviews with healthcare professionals, education administrators and law enforcement officers including:
Carolyn V. Cavecche, mayor of the City of Orange
Jerry Price, vice chancellor of student affairs for Chapman University
Gina Kerley, National Pan-Hellenic Sorority chairwoman
Lisa Sparks, Ph.D. in Health and Risk Communication
390 College Students attended The Warlocks and Witches Ball, our research promotion
Three nationwide surveys with responses from 4,152 College Students canvasing all 50 states
Six pre-testing focus groups
One post-testing focus group
In all, Circle Advertising had 4,935 research impressions.
PORTIONS FOCUS GROUPWe researched countless blogs, Web sites, organizations, articles and journals pertaining to College Students and alcohol consumption. Specifically, we looked at trends focusing on:
Alcohol as it relates to age and maturity
Drinking games
Portion sizes and the definition of the dangerous overconsumption of alcohol
Addiction and substance abuse
Psychological and physical consequences of alcohol consumption
Psychographic influences, environmental influences and perceptions of the college drinking culture
Secondary Research Key Insights:
“What students believe to be normal among reference groups and friends strongly influences the style they will adopt themselves.”
AARON WHITE, Ph.D. at Duke University
“Binge-drinkers … tend to be more involved with athletics and social activities, and less with community, academic, or religious activities.” DRUG-REHAB.COM
WE SET OUT TO BECOME EXPERTS ON COLLEGE STUDENTS AND THEIR DRINKING BEHAVIORS.
Circle Advertising and I use the empowerment approach because we want to inspire College Students, not tell them what to do. College Students are independent thinkers who are capable of making smart drinking decisions.
We are here to provide them with helpful tips and friendly facts to guide them along the way.
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SECONDARY RESEARCH
No matter the language spoken, certain principles exist regrding the delivery of negative messages.
Because alcohol overconsumption is a negative subject, these communication methods are highly relevant and universal:
FOUR STRATEGIES FOR DELIVERING NEGATIVE NEWS
Indirect: Communicators avoid certain topics, leaving out aspects of the situation. For example, an anti-drinking campaign might only talk about abstinence or death, neglecting to mention more minor consequences.
Direct: Communications are delivered in an honest, straightforward and educational manner, but can be perceived as cold or unemotional. An example would be a strictly statistic-based approach to the consequences of drinking.
Comforting: Messaging alleviates emotional distress by softening the facts. This can be perceived as coddling or patronizing. An example would be a parent gently addressing concerns about his child’s drinking.
Empowerment: Messaging focuses on personal choice. The receiver of the message decides on a course of action and is empowered to make a better decision on his own accord. An example would be a campaign that presents facts and asks the receiver to decide the course of action.
*Sparks, Lisa, et. Al. “A Patient-centered Approach to Breaking Bad News:Communication Guidelines for Health Care Providers.” Journal of Applied Communication Research 35.2 (2007): 177-96.
1.
2.
3.
4.
HEALTH COMMUNICATION INSIGHTS*
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DEFINITION & SWOT
MORE THAN A NUMBER...
When I started this journey, I immediately asked College Students how they describe dangerous overconsumption of alcohol. From state to state, College Students agreed: overconsumption is NOT categorized by the number of drinks consumed.
For College Students, it’s much more personal than four shots of tequila or five beers. Rather, they are only thinking about the negative physical effects from drinking.
College Students consider their drinking a binge if they suffer some sort of negative physical consequence, such as dizziness, nausea, vomiting, loss of control, blacking out, or a hangover.
While a Binge Drinker may feel nothing after four drinks, an Inexperienced Drinker may experience a blackout.
I FIND THAT ONE OF THE BEST WAYS TO GET TO KNOW PEOPLE IS BY TAKING THE TIME TO SIT DOWN AND TALK WITH THEM.
Dangerous overconsumption is relative.With our better understanding of how College Students view binge drinking, we can speak their language by addressing physical consequences, not the number of drinks consumed.
Because after all, College Students believe that overconsumption is “different for everyone.”
STRENGTHS
SWOT ANALYSIS
TCC’ s messaging reaches a large demographic
Current messaging reaches a variety of influencers in the community (e.g. law enforcement officers, school administration)
TCC has numerous partners
WEAKNESSESExisting alcohol awareness initiatives often do not motivate College Students to change drinking habits
Current initiatives’ messaging tone is not always relatable for College Students
OPPORTUNITIESNew media outlets, such as social networking and mobile communication
Ineffective college alcohol awareness programs leave room for growth
Peer-to-peer messaging
Partnerships with brands and organizations that have a strong appeal to College Students
THREATSAlcohol advertising is effective
Trends such as drinking games, themed parties, pre-gaming and energy drinks
College Students ignore long-term consequences of their drinking
According to a
study by the CORE
Institute, 63% of
College Students
reported having had
a hangover, and 54%
said they got nauseous
or vomited as a result
of their drinking in the
past year.
Many upsetting, embarrassing and even dangerous incidents are perceived as sexy, funny and exciting, emphasizing the students’ disconnect with what actually
happened the night before*
Barrier of Immortality Complex: Students are concerned with immediate physical consequences, like throwing up, rather than long-term effects, like alcoholism or liver disease. Telling College Students stories of alcohol-related deaths is ineffective as the risk of death seems surreal and unimaginable. Instead, College Students want to be informed about issues that will directly affect them in their daily lives.
Barrier of Image Distortion: College Students often perceive their drinking behaviors to be different than they actually are. Even if a College Student is classified empirically as a binge drinker, he might see himself as a moderate drinker, and is therefore more responsive to messaging that targets moderate drinkers.
Barrier of Knowing vs. Implementing: College Students who are are well-informed about the dangers of drinking often ignore its consequences when put in social drinking environments. There is a disconnect between knowing and implementing knowledge. Messaging must not only be informative, but also powerful enough to sink in and create actionable recall in social drinking situations.
THREE BARRIERS
AFTER EXTENSIVE PRIMARY AND SECONDARY RESEARCH, CIRCLE ADVERTISING AND I DISCOVERED THREE BARRIERS:
These barriers currently affect how College Students respond to messages about alcohol consumption. We must address them to effectively reach College Students and empower them to alter their drinking behaviors.
1.
3.
2.
hey wassup gurl?
i am... so chill
10 *Primary research insight
Takes on many constructive activities including swimming and community service
Occasionally unwinds by going to bars with friends
Respects his limits based on negative experiences from the past
Usually keeps drinking under control, but overconsumes to unwind when stressed
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TARGET MARKETSCollege Students
(18-22, enrolled in college)
HERE’S A QUICK SKETCH OF THREE PEOPLE I MET DURING MY JOURNEY.
Each one is unique and a great example of the three segments of College Students who will be most receptive to my safe drinking message.
While each of these segments is unique, they are all similar in that they live in a social, college world where alcohol consumption is a real factor in their daily lives. It doesn’t matter how they get their alcohol, when they choose to drink or not drink, or where the drinking takes place.
Everything we’ve learned has pointed to one truth: College Students need relevant and helpful advice about drinking no matter their own experiences and perceptions about alcohol.
That’s where I come in…
She’s energetic with an active social life
Loves her uniqueness, but wants to be accepted by her sorority sisters
Has tried alcohol, but is hesitant to drink at parties
Doesn’t know her limits but feels pressure from peers to discover them
RECEPTIVE TO MESSAGES INTRODUCING DA I LY
CONSEQUENCES OF OVERCONSUMPTION & HAS GREATEST POTENTIAL TO DEVELOP SAFE DRINKING
HAB ITSRECEPTIVE TO MESSAGES EXPRESSING CONCERN FOR HIS SAFETY & NEEDS ENCOURAGEMENT TO ADOPT SAFER DRINKING HABITS
RECEPTIVE TO MESSAGES THAT REINFORCE AND
REMIND HIM OF SAFE DRINKING BEHAVIORS
MEET JESS SOLANO:INEXPERIENCED DRINKERPRIMARY AUDIENCE: (16% of College Students)
MEET AARON FEISS:MODERATE DRINKERTERTIARY AUDIENCE: (54% of College Students)
MEET KYLE “THE BUS” NUSSBINGE DRINKERSECONDARY AUDIENCE: (25% of College Students)
dannyaaron
PERCEPTION
REALITY
INVINCIBLE
jessica
danny
aaron
PERCEPTION
REALITY
INVINCIBLE
jessica
danny
aaron
PERCEPTION
REALITY
INVINCIBLE
jessica
He loves to drink and any time’s a good time for it
Has active social life centered solely around partying and believes this is normal behavior
Sees college as a time to “celebrate” and “let loose,” but he can still be responsible
Knows his limits, but is unconcerned if he goes way past them
12
ROMPE!
HEY TIO!
After accumulating our research, we created
Rompe (pronounced rom-pay), a new
method to produce the driving force behind
our campaign: the Big Idea. Rompe comes
from the Spanish word “to break.” We use
Rompe to break ideas down.
We filled three separate rooms with 3’ x 6’
Rompe boards containing the most important
trends and research on public relations,
media, creative, and promotions and
condensed them to find arrive at our Big Idea.
On the night of Rompe, we split our team
into three groups and carefully analyzed the
information on the boards.
Chapman University’s Chancellor, Daniele
Struppa, and Dean of Students, Jerry Price,
participated with us in detailed discussions of
our research. Their insights helped us to see
the issue of overconsumption from an outside
perspective.
Afterward, we led discussions with our team to
glean their insights. From these, we began to
build our campaign.
DRINKING IS BAD
TARGET IS ALWAYS TALKED DOWN TO
NORMS
ROMPE!
VISION
GIVE THEM TOOLS TO MAKE BETTER DECISIONS
BE EMPATHETIC,PERSONAL, RELATABLE AND ORIGINAL
DON’T SAY NO TO THEM
Everything is big and in your face, and the
[college] drinking culture
goes along with that.Jerry Price, Dean of
Students
-
“
“
-
- -
-
-
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We concluded that when it comes to alcohol,
College Students…Don’t want to hear “No” Don’t want to be told what to doDon’t want to experience physical consequences like vomiting and blackoutsDon’t want to be “that one really drunk kid at the party”
They do:Want to be accepted by peers Want peer-to-peer messaging Want useful and relevant drinking information Want an engaging and interactive message
Therefore, we will:Give College Students the tools to make better decisions without saying “No” or telling them what to doBe empathetic, personal, relatable, and original
From there we developed our Big Idea.
TIO, you have to check this out! It’s how we’re going to break down the Three Barriers and effectively communicate a safe drinking message to College Students.
We will...
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ILLUMINATEIlluminate: To enlighten and provide knowledge through relatable facts to bring awareness and inspire change.
TIO: “The Illuminated One” is the spokesman for Illuminate and the vehicle through which Illuminate is communicated.
Illumination is the result of a personal choice. To illuminate is to provide relevant facts and the opportunity to make a change. To become illuminated is to implement that change in one’s own life.
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CREATIVE
Our creative executions give College Students relevant and useful information, empowering them with the ability to make better decisions about alcohol consumption. College Students will become illuminated by learning the truth about drinking and becoming inspired to make a change.
All executions:
Use an illustrated version of TIO
Depict real-life settings
Utilize the color palette
Include the tagline “Wecome to a Brighter World”
Drive College Students to meetTIO.com
Feature a useful & relevant fact
I’M NOT ONE TO TALK ABOUT MYSELF, SO I’LL LET CIRCLE ADVERTISING TELL YOU ABOUT OUR CREATIVE EXECUTIONS.
Executions will break down the Barrier of Immortality Complex by showing situations involving the immediate physical consequences of dangerous overconsumption. College Students will see that binge drinking can be seriously detrimental to their health, reputation and other aspects of their daily lives and long-term futures.
We break down the Barrier of Knowing vs. Implementing by creating easily recalled executions with long-term resonance. Social situations depicted in the executions are realistic and relatable. College Students will apply the information to their daily lives.
The Barrier of Image Distortion will be broken down for Inexperienced, Binge, and Moderate Drinkers through messaging that is specific to their needs. Messages will shed light on what is actually hapening instead of what is perceived when drinking.
The color palette for our executions is a mix between earthy, relaxed colors and vibrant, emotionally expressive colors. They don’t downplay the seriousness of the executions and don’t stir up polarizing emotions in College Students.
College Students don’t see current campaigns combating dangerous overconsumption of alcohol as relevant; they are “turned off” and indifferent to scare tactics and extreme consequences.*
Students are more likely to respond to direct information rather than to a demanding message.*
MANDATORIES BREAKING BARRIERS
*Focus group insights
TIO is the unifying visual element in all executions, promotions and events. He’s well-traveled, respected, confident, experienced and most importantly, empathetic. He equips College Students with the tools to deal with potentially dangerous drinking situations by using peer-to-peer communication and relevant tips.
TIO’s tone is that of an older sibling. He speaks in a personal manner that exemplifies his illuminated nature but is not pretentious. He uses simple yet sophisticated language that is friendly and inviting.
HE WEARS A YELLOW SHIRT
TIO HAS SCRUFFY FACIAL HAIR AND CURLY HAIR
HE WEARS BLUE JEANS
HE WEARS SANDALS
IT MAKES HIM STAND OUT IN THE CROWD AS WELL AS SHOWS HIS OPTIMISIM AND APPROACHABILITY
THEY COMPLIMENT HIS EXPERIENCED DEMEANOR AND RELAXED PERSONALITY
IT SHOWS THAT HE IS CASUAL AND COMFORTABLE IN HIS OWN SKIN
IT SHOWS HIS RELAXED AND PERSONABLE NATURE
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We have chosen to illuminate 40 college campuses across the country. We determined them by comparing a variety of rankings on Princeton Review including “Party Schools,” “Lots of Beer,” and “Lots of Hard Liquor.”
TOP-40 CAMPUSES
*Primary research insights
PUBLIC:
10 OF THE TOP-40
PRIVATE:UNIVERSITY OF
FLORIDA
HARDING UNIVERSITY
CORNELL UNIVERSITY
RANDOLPH-MACON COLLEGE
DEPAUL UNIVERSITY UNIVERSITY OF
DENVER
PENNSYLVANIA STATE UNIVERSITY
UNIVERSITY OF TEXAS AT AUSTIN
UNIVERSITY OF CALIFORNIA,
SANTA BARBARA
WEST VIRGINIA UNIVERSITY
Denver, COUrban, Large City5,324 undergraduates
Best Western College
Ithaca, NYRural, Large Town13,846 undergraduates
Best Northeastern College
University Park, PASuburban, Large Town37,988 undergraduates
#3 Party School
#2 Beer
#6 Greek Scene
UNIVERSITY OF TEXAS AT AUSTIN (SEMESTER)
WEST VIRGINIA UNIVERSITY (SEMESTER)
PENNSYLVANIA STATE UNIVERSITY (SEMESTER)
UNIVERSITY OF DENVER (QUARTER)
CORNELL UNIVERSITY (SEMESTER)
Santa Barbara, CASuburban, Small City18,415 undergraduates
#9 Party School
#4 Hard Alcohol
UNIVERSITY OF CALIFORNIA, SANTA BARBARA (QUARTER)
Austin, TXUrban, Very Large City37,389 undergraduates
#8 Party School
#13 Hard Liquor
#9 Packed Stadiums
Morgantown, WVSuburban, Small City21,930 undergraduates
#4 Party School
#12 Beer
#8 Athletic Facilities
Searcy, ArkansasSuburban, Large Town4,168 undergraduates
Best Western College
HARDING UNIVERSITY (SEMESTER)
Chicago, ILUrban, Very Large City15,024 undergraduates
#1 Great College Towns
DEPAUL UNIVERSITY (QUARTER)
UNIVERSITY OF FLORIDA (SEMESTER)
Gainesville, FLSuburban, Small City35,189 undergraduates
#1 Party Schools
#7 Beer
#10 Greek Scene
Ashland, VASuburban, Small Town1,201 undergraduates
#6 Party Schools#2 Hard Liquor#4 LBeer#8 Greek Scene
RANDOLPH-MACON (SEMESTER)
We target small, large, public and private colleges in every region of the U.S., with emphasis on rural areas where binge drinking is more prevalent. We also considered campus involvement with sports and Greek culture as they correlate with higher consumption habits.
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EXECUTIONS
TIO’S TIPS
COFFEE CUP SLEEVES
illumoPHOTO BANNER
HEAT SENSITIVE INK WILL REVEAL THE FACT ON COFFEE SLEEVES
WHEN SCROLLED OVER, PICTURE SHOWS
WHAT IS REALLY HAPPENING AT THE
PARTY, LIKE A GIRL THROWING UP
THROWING UP IS A REACTION TO YOUR BODY
RESPONDING TO ALCOHOL POISONING
WELCOME TO A BRIGHTER WORLD
AN AVERAGE COLLEGE STUDENT SPENDS 49 MINUTES
WITH HIS COFFEE, WHICH IS SEEN BY 6 PEOPLE
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WRISTBANDS
PRINT AD
NEW YEAR’S EVE, CROWD OF COLLEGE KIDS
CHANTING 10, 9, 8...
DRUNK COUPLE ABOUT TO KISS GIRL LOOKS QUEASY SOUNDS OF GIRL THROWING UP
BOY HAS VOMIT ON HIMTIO SHOWS UP TO HELP TIO WRITES FACT ON SCREEN ZOOM IN ON FACT, FADE UP TAGLINE
WELCOME TO A BRIGHTER WORLD
Throwing up is your body’s response to
alcohol poisoning
NYC BILLBOARD & TV SPOT
DIGITAL BILLBOARD GENERATES 1.5 MILLION
IMPRESSIONS DAILY IN TIMES SQUARE
PEOPLE WILL BE LIVE ACTION; TIO WILL BE A SKETCH
600,000 DISTRIBUTED A MONTH OFFER ON-PERSON MESSAGING OVER MULTIPLE HOURS
96% OF COLLEGE STUDENTS READ THEIR COLLEGE NEWSPAPERS REGULARLY
30-SECOND SPOT AIRS DURING DICK CLARK’S ROCKIN’ NEW YEAR’S EVE ON ABC
WELCOME TO A BRIGHTER WORLD
OUT OF THESE 10 WHO HAVE STDs, 6 CONTRACTED THEM
WHILE DRUNK
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GUERILLA & NON-TRADITIONAL
STICKERS INTERACT WITH ATHLETES TO ILLUMINATE FACTS ABOUT DRINKING
TOILET PAPER WITH TIO AND FACTS ENCOURAGE CREATIVE PARTICIPATION WITH THE USER
WEIGHT FACT DECALS
Tip #9:
Tip #56:
Tip #89: ENERGY DRINKS HAVE A LOT OF STIMULANTS, WHILE ALCOHOL IS A DEPRESSANT. BY MIXING THE TWO, YOU’RE SENDING MIXED SIGNALS TO YOUR NERVOUS SYSTEM, WHICH CAN CAUSE HEART - RELATED PROBLEMS.
MESSAGE BOARD
PEER TIPS
PEER TIPS
DORM DOOR HANGERS
FACT REVEALING TOILET PAPER
DRY ERASE SURFACE ALLOWS FRIENDS TO LEAVE MESSAGES
DRY-ERASE SURFACE WILL ALLOW FRIENDS TO WRITE TIPS FOR THEM
Tip #9:
Tip #56:
Tip #89: Energy drinks have a lot of stimulants, while alcohol is a depressant. By mixing the two, you’re sending mixed signals to your nervous system, which can cause heart - related problems.
Tip #3:
Tip #48:
Tip #30: Energy drinks have a lot of stimulants, while alcohol is a depressant. By mixing the two, you’re sending mixed signals to your nervous system, which can cause heart - related problems.Tip #6:
Tip #58:
Tip #17: Energy drinks have a lot of stimulants, while alcohol is a depressant. By mixing the two, you’re sending mixed signals to your nervous system, which can cause heart - related problems.
Tip #35:
Tip #4:
Tip #73: Energy drinks have a lot of stimulants, while alcohol is a depressant. By mixing the two, you’re sending mixed signals to your nervous system, which can cause heart - related problems.
Tip #90:
Tip #42: Energy drinks have a lot of stimulants, while alcohol is a depressant. By mixing the two, you’re sending mixed signals to your nervous system, which can cause heart - related problems.
Tip #57:Tip #9:
Tip #56:
Tip #89: Energy drinks have a lot of stimulants, while alcohol is a depressant. By mixing the two, you’re sending mixed signals to your nervous system, which can cause heart - related problems.
Tip #3:
Tip #48:
Tip #30: Energy drinks have a lot of stimulants, while alcohol is a depressant. By mixing the two, you’re sending mixed signals to your nervous system, which can cause heart - related problems.Tip #6:
Tip #58:
Tip #17: Energy drinks have a lot of stimulants, while alcohol is a depressant. By mixing the two, you’re sending mixed signals to your nervous system, which can cause heart - related problems.
Tip #35:
Tip #4:
Tip #73: Energy drinks have a lot of stimulants, while alcohol is a depressant. By mixing the two, you’re sending mixed signals to your nervous system, which can cause heart - related problems.
Tip #90:
Tip #42: Energy drinks have a lot of stimulants, while alcohol is a depressant. By mixing the two, you’re sending mixed signals to your nervous system, which can cause heart - related problems.
Tip #57:
WELCOME TO A BRIGHTER WORLD
OUT OF THESE 10 WHO HAVE
STDs, 6 CONTRACTED THEM
WHILE DRUNK
FRONT
BACK
DOOR HANGERS WILL REACH 1.6 MILLION ON-CAMPUS RESIDENTS.
21
& NON-TRADITIONAL CORRECT DRINK
PORTIONS STRAW
URINAL DECALS
ILLUMICHART DECALS
40% OF COLLEGE STUDENTS HAVE EXPERIENCED A
BLACKOUT
WHEN URINAL GETS WET, FACT IS
REVEALED... YOU GET THE IDEA
BEFORE
AFTER
22
INTERNET & VIRALCOLLEGE STUDENTS ARE CONSTANTLY PLUGGED IN THROUGH COMPUTERS AND MOBILE PHONES. WHEN THEY FIND SOMETHING THEY LIKE, THEY SHARE IT, CREATING A VIRAL PHENOMENON.
SHOT FOR SHOT
A video series entitled “Why Do Dumb Things?” will be posted on YouTube, CollegeHumor.com and meetTIO.com. The premise of the series is that anything in massive quantities is bad, particularly alcohol. A College Student illustrates the metaphor of overconsumption by attempting to chug a gallon of milk and throwing up, eating a cup of sugar and passing out, and other outlandish tasks. College Students will want to pass “Why Do Dumb Things” on to their friends because it is entaining and informative.
We will create an iPhone application, “Shot for Shot,” a game where the user has to take “shots” by moving the phone to their mouth. They try to out-drink a big man sitting across the virtual table from them. As they take more and more shots, the screen starts to become blurry and finally the screen goes black; they have blacked out. On the screen appears the text: “You wouldn’t try to fight this guy, so why would you try to outdrink him?”
MEET EVENTS TIO'S TIPS BLOG DOWNLOADSTHE CENTURY COUNCIL
WHY DO DUMB THINGS?
STUDENTS CAN ASK TIO FOR SAFE DRINKING TIPS AND SHARE THEIR OWN
INCLUDING PROMOTIONS, PARTNERSHIPS AND PHOTOS
COLLEGE STUDENTS CAN ACCESS VIRAL VIDEOS AND GAMES
WHERE STUDENTS ARE REDIRECTED TO TCC’S HOMEPAGE
INTRODUCING MEETTIO.COM...TIO’S TIPS & BLOG
THE CENTURY COUNCIL
EVENTS
DOWNLOADS
WHY DO DUMB THINGS?
23
PROMOTIONS
GOALS:
WITH TIO AT GLOW, WHERE HE MADE HIS DEBUT!
STRATEGY:
Introduce College Students to TIO and position him as a positive role model
Provide College Students with drinking tips to keep them safe
Engage College Students with TIO’s message in a personal, peer-to-peer manner
Offer a fun and beneficial alternative to drinking
GLOW
IlluminArt
We will have two promotional events for College Students:
Our promotions reinforce Illuminate’s strategy by providing Inexperienced Drinkers with useful and factual information about drinking that is relevant to their daily lives. Our message is embedded in the activities and themes of the events themselves, so Inexperienced Drinkers are interacting with the facts organically, not just hearing or reading them.
Both GLOW and IlluminArt break down the Barrier of Immortality Complex by presenting safe drinking tips in a relevant and personal manner. We also prominently disply peer-to-peer advice to reinforce the relatability of the tips.
GLOW breaks down the Barrier of Knowing vs. Implementing because safe drinking tips are distributed in a social environment. This makes it easier for Inexperienced Drinkers to recall and implement the tips in other social situations where alcohol might be available.
IlluminArt breaks down the Barrier of Image Distortion by giving College Students the opportunity to artistically reflect on their perceptions about alcohol consumption and to share these observations with their peers.
DOWNLOADS
24
PROMOTIONS
THE LIGHTS? NEON. THE MUSIC? LOUD.
Over 250 College Students were moving between the dance floor and the carnival-style Illumination Stations. I was at GLOW, a free awareness carnival and dance party hosted by Circle Advertising.Each Illumination Station was embedded with a message about safe drinking:
At each Illumination Station, we distributed information cards that gave Inexperienced Drinkers safe options in a variety of drinking situations. They could also remove a useful TIO’s Tip from a tip jar at the Mocktail Bar. Next to the Mocktail Bar, Inexperienced Drinkers wrote postcards with their best safe drinking advice and posted them on my travel map for all their friends to see.
Mocktail Bar allowed Inexperienced Drinkers to measure non-alcoholic drinks as a reminder about alcohol and portion sizes
Lost and Found station made simple tasks, like walking a line and retrieving dropped objects out of a toilet, more difficult with the addition of beer goggles
Face Painting station had a menu of looks including “Hungover,” “About to Puke” and “Bad Drunk Tattoo” as visual reminders of the possible effects of overconsumption
Fortune Teller read “drunk” horoscopes about the negative consequences of drinking
YOU’VE BEEN AT A PARTY FOR A WHILE AND YOU FEEL LIKE YOU DRANK TOO MUCH ALCOHOL. IT’S A GOOD IDEA TO: A ) EAT SALTY FOODS; THEY WILL ENCOURAGE YOU TO DRINK MORE WATER B ) EAT PROTEIN-RICH AND FATTY FOODS TO SLOW THE EFFECTS OF ALCOHOL C ) DRINK PLENTY OF WATER (BUT NOT TOO FAST) D ) STOP DRINKING AND CALL IT A NIGHT
chapmanradio
(.com)onKNABKNAB
TIO’S TIP #35
MOST STUDENTS DON’T KNOW THAT EATING OR DRINKING
CERTAIN THINGS MAKES YOU FEEL BETTER AND KEEPS
YOU SAFER DURING AND AFTER CONSUMING ALCOHOL
WHATEVER YOU CHOOSE, BE SURE TO HAVE A SAFE NIGHT
ANSWER: ANY OF THE ABOVE
GLOW
FISHING FOR CELL PHONES AT LOST AND FOUND
ILLUMINATION EMBEDDED IN ACTIVITIES
25
ILLUMIN CONTESTAs you can see from my journal, I love writing and sketching, so I wanted to give College Students the opportunity to express themselves in a creative way. From December 15, 2009 to February 15, 2010, Circle Advertising and I will host IlluminArt, an online submission contest.
Here are the details:
Circle Advertising informed me that GLOW will be implemented in August 2009 at their Top-40 college campuses to kick-off Illuminate and to coincide with the start of school when College Students are prone to heavier drinking. Street teams will be hired to plan and promote GLOW on the college campuses.
ON-CAMPUS ADVERTISING
WAS USED A WEEK PRIOR
TO GLOW:
Fliers posted on campus and
dorm rooms
Banner ads placed on
campus LCD screens
Large neon-colored GLOW
letters placed around campus
to generate buzz
Facebook event page
College Students upload submissions in the categories of art, design or creative writing to meetTIO.com
Pieces must follow the theme “Welcome to a Brighter World”: shedding light on the dangers of alcohol overconsumption
IlluminArt advertised in college newspapers during December 2009
Winners in each category and overall winner announced on meetTIO.com on February 16, 2010
Winning artists’ work featured in college newspapers nationwide in April 2010 in conjunction with Alcohol Awareness Month, and each winner awarded $2,000 scholarship
Student with most votes receives all-inclusive, 5-day trip to New York City to visit the Metropolitan Museum of Art with two friends
ART
26
PR & PARTNERSHIPS
THE WEEKEND BEFORE ST. PATRICK’S DAY I ATTENDED LUCKY YOU, A COMMUNITY EVENT AT ELMORE SCION IN ORANGE COUNTY.
STRATEGY
GOALS
A campaign is only as powerful as its partnerships. We will partner with Scion, the NCAA, and Nike to bring together the community and get College Students involved in educating themselves and others about alcohol overconsumption. A public relations pitch plan will allow us to illuminate the nation and each of the Top-40 colleges.
The event encouraged safe drinking habits during one of the year’s biggest drinking holidays, and Elmore Scion donated $100 for every car they sold during the event to the National Council on Alcoholism and Drug Dependence (NCADD). The two-day event featured:
SAFE SHOTS SPORTS CLINIC
KYSR 98.7 broadcasting safe drinking tips from participants and live callers
Handouts outlining some of my advice for safe consumption
My travel map where participants could post safe drinking tips on bumper stickers
Primary research
showed that college
athletes believe that the
definition of dangerous
overconsumption of
alcohol is twice the
nationally accepted
definition of binge drinking.
the b
and
!
From April 15, 2010 to June 20, 2010, the NCAA, an existing partner of TCC, Nike, and Illuminate will team-up to put on two-day sports clinics. Featured on colleges in our Top-40 that are part of the NCAA, these clinics will host high school seniors, who will soon be College Students.
In the clinic, college athletes will share their experiences with alcohol and the college sports atmosphere, as well as give participants personalized athletic training. Many seniors in high school will become Inexperienced Drinkers the following year and can use helpful advice from more experienced role models. Involvement earns volunteers a $200 Nike gift-card and develops their image as responsible athletes.
Safe Shots breaks down the Barrier of Image Distortion for college athletes because volunteers must offer advice to participants who are younger and look up to them, thereby illuminating college athletes to their own dangerous drinking habits.
Inspire College Students to be someone’s TIO
Provide College Students with safe drinking tips and encourage them to consider their own insights about safe drinking
Get the community involved in Illuminate
Use current and new partnerships
WHY SCION?
A non-traditional approach to radio...
ON ST. PATRICK’S DAY, MY MAP WAS POSTED ON CHAPMAN’S CAMPUS TO REMIND STUDENTS OF SAFE WAYS TO GET THROUGH THE HOLIDAY.
I LOVED SEEING COLLEGE STUDENTS ENGAGED:
Scion targets College Students and has loyal owners excited to participate in Scion-branded events. Scion is also willing to help the dealership pay for branded events.
Listening to live music performed by Audible Mainframe and Entice
Enjoying free hot-dogs, chips, cookies, as well as beverages sponsored by Function Drinks
Reflecting on the memorial for “The Mask,” an MMA fighter in Orange County who was killed by a drunk driver the week before
I’m looking forward to next March when Lucky You will be held on Scion lots near the Top-40 college campuses during the weekend of St. Patrick’s Day. The event will raise money for local non-profits nationwide, as detemined by the dealership and TCC, and encourage the entire community to keep themselves, and each other, safe.
Y U
make your own luck at Elmore Scion
When asked about effective messages, one
student said, “What’s helpful are those small tips that
supposedly everyone should know but I didn’t know when I first
started drinking.”
27
Bumper Sticker for travel map
Flier for the event
The weekend raised $2,500 for the NCADD-OC!
Lucky You breaks down the Barrier of Immortality Complex by providing helpful tips to be used in relatable situations. It also addresses the Barrier of Knowing vs. Implementing by encouraging College Students to focus on being safe on St. Patrick’s Day. The idea is that this behavior will start to carry over to everyday practices.
VEHICLE PITCHDATE
PUBLICATIONDATE
EVENT PITCH
TV
Radio
Feb.MarchApril
‘10’10‘10
Feb.MarchMarchMarchMay
MarchAprilAprilAprilJune
Lucky YouIlluminArtSafe ShotsIlluminArtSafe Shots
Scion and Illuminate partner to fight binge drinking College students create a brighter world with artNCAA puts on unique sports clinicCollege students create a brighter world with artNCAA puts on unique sports clinic
* Varies by location
’10‘10’10‘10‘10
’10‘10’10‘10‘10
MarchAprilApril
‘10’10‘10
Lucky YouSafe ShotsIlluminArt
Scion dealer and Illuminate partner against binge drinkingNCAA puts on unique sports clinicLocal winner is announced for IlluminArt
Aug.Dec. March
AprilAprilAug.Dec.AprilMarch
April
‘09‘09’10
’10’10‘09‘09’10’10
’10
Aug.Dec.March
April.AprilAug. Dec.April March
April
‘09‘09’10
’10’10‘09’09‘10’10
’10
GlowIlluminArtLucky You
Safe ShotsIlluminArtGlowIlluminArtSafe ShotsLucky You
IlluminArt
A unique campus event with carnival booths and dancingStudents use art skills to illuminate facts of binge drinkingLocal Scion dealer and College Students Partner to fight binge drinkingNCAA and Nike put on unique sports clinicWinner is announced, take a look at IlluminArtA unique campus event with carnival booths and dancingStudents use art skills to illuminate facts of binge drinkingNCAA puts on unique sports clinicLocal Scion dealer and College Students Partner to fight alcohol overconsumptionLocal winner is announced for IlluminArt
*College Newspapers
*Local Newspapers
*Local Stations(with at least 15%college studentlisteners)
*Local News Stations
OnlineFeb.MarchMarchMarchMay
ScionNews.netmtvU.comESPN.go.comGoogle NewsGoogle News
MarchAprilAprilAprilJune
Lucky YouIlluminArtSafe ShotsIlluminArtSafe Shots
Scion and Illuminate partner to fight binge drinkingCollege students create a brighter world with artNCAA puts on unique sports clinicCollege students create a brighter world with artNCAA puts on unique sports clinic
’10‘10’10‘10‘10
’10‘10’10‘10‘10
2828
PR PITCH PLAN
AUG. SEPT. OCT. NOV. DEC. JAN. FEB. MAR. APR. MAY. JUN.
GLOW
LUCKY YOU
SAFE SHOTS SPORTS CLINIC
ILLUMINARTCONTEST ILLUMINART
WINNERSANNOUNCED
According to primary research, college students tend to drink more at the beginning of the semester, after finals, during intersession, and when the weather is better.
PROMOTIONS AND
PUBLIC RELATIONS
TIMELINE
2929
MEDIAINSIGHTS OBJECTIVES
ONLINE
STRATEGY
COLLEGE CAMPUS
MOBILE
TELEVISION
College Students who live on-campus drink more than students who live with their parents off-campus.
Reach Inexperienced Drinkers specifically by placing executions on-campus and in dormitories
Reach 85% of College Students with an average monthly frequency of 4.
Target our Top-40 college campuses
Engage College Students when they are in a receptive and social environment
Support promotional events and public relations initiatives
89% of 18-24 year olds are Internet users with a broadband connection, making the Internet essential in reaching College Students
75% of 18-24 year olds have a profile on a social networking site, allowing for many peer-to-peer connections
College Students spend an average of nine hours per week on resource Web sites like search engines, e-mail, college Web sites, and online news
We use a mix of online mediums to effectively reach College Students where they spend a large amount of their on-campus time.
TIO’s messages are presented in a factual and friendly manner, and media placements are implemented in non-obtrusive and interactive formats. To reach College Students on a peer-to-peer level, we focus primarily on non-traditional placements with select traditional placements including a large-scale TV event and college print publications.
78% of College Students read their school’s newspaper regularly
On-campus media vehicles on Top-40 college campuses include campus transit, campus posters and signage, newspaper ads and inserts, media boards (including electronic LEDs) and college TV/CTV.
Non-traditional advertising on campus includes coffee sleeves, notebooks, wristbands, door hangers and postcards.
Guerilla placements on campus include urinals, bike racks, gym weights, fences, straws and staircases, among others.
76% or 18-24 year olds are SMS users.
90-character text message ads used in conjunction with Cha Cha’s automated text message answering service
Billboard placed in Times Square during the month of December to coincide with New Year’s Eve
Over one billion people watch the live New Year’s Eve broadcast from Times Square on TV each year.
A 30-second TV spot, aired during Dick Clark’s Rockin’ New Year on ABC, sends a safe drinking message to College Students while they are in a social environment, which increases resonance.
BILLBOARD
Projections200 square foot projections placed on buildings, specifically on stadiums prior to major on-campus sporting events**
Digital Floor Mats15-second spots with silent soundtrack placed in heavily frequented areas like bookstores
Teaser postcards on College Students’ windsheilds to introduce TIO prior to official campaign launch
Wristbands for on-campus events
Dorm door hangers
Coffee cup sleeves with heat-sensitive ink placed in Top-40 campus coffee shops
Notebooks, with 3-full page dividers, distributed free on campus
MTV Billboard that receives 3-5 second on-air bump shots during live New Year’s Eve celebration and MTV Unplugged throughout the month of December.
Executions on bike racks, lighters, urinals, lamp light covers, fence posts, straws, toilet paper, floor adhesives, gym signs, and refrigerator magnets.
3030
MEDIA BREAKDOWN
Sites used for social networking, watching online TV, online entertainment, making plans, photo sharing and building connections
Banner ads, video player sponsorship and static games
15, 30 and 60-second spots will air on popular shows streamed through Hulu (SNL, The Office, Heroes, House) and ABC (Lost, Grey’s Anatomy, Desperate Housewives, Scrubs, Samantha Who)
Dick Clark’s Rockin’ New Years Eve on ABC has consistently beat out the combined midnight-hour programs on NBC, Fox and MTV
30-second TV spot will air during the broadcast
Incorporate 90-character text message ads into Cha Cha’s automated text message answer service
4-color inserts placed inside newspapers
30 and 60-second spots on television networks just for college students, available 24/7
Ads placed on shelter walls of campus transit systems on 10 of the Top-40 college campuses with internal transit systems*
30-second ads displayed on LCD media boards
•Transit Systems: U. of Colorado, Boulder; Arizona State U.; U. of Texas at Austing; U. of Iowa; U. of Florida; U. of Georgia; U. of New Hampshire; U. of Pittsburgh; Loyola U.; Duke U.•*Projections: U. of Texas at Austin, U. of Colorado Boulder, U. of Georgia, Duke U., U. of Florida, U. of Alabama, Pennsylvania State U., Gonzaga U., U. of Notre Dame
BILLBOARD
ONLINEWEB SITES
STREAMING ONLINE VIDEO
TELEVISIONTV BROADCAST EVENT
MOBILECHA CHA MOBILE SMS ADVERTISING
NON-TRADITIONAL RADIO “BUY” WITH KYSR 98.7 AT LUCKY YOU
COLLEGE CAMPUS
TIMES SQUARE BILLBOARD
MTV U
BUS SHELTERS
LARGE-SCALE DIGITAL MEDIA
NON-TRADITIONAL
GUERILLA
COLLEGE NEWSPAPERS
31
MEDIA PLANMEDIUM PLACEMENT
ONLINE
TELEVISION
ON CAMPUS
TOTAL
Non-Traditional
Social Networking Sites
Online Television
Entertainment Sites
Resource Sites
CPMMONTHS SEPTAUG2009 2010 /1,000,000 /1,000($)
NOVOCT DEC JAN FEB MAR APR MAY JUNE IMPRESSIONS COST
101515
10.6510.6510.65
101010
14.6314.6310.6610.60
20
506
30
4204
13.33515
0.1640
2635
1520
14.610.65
Banner, Fan PageVideo Player SponsorshipVideo Player SponsorshipBanner, Skyscraper, LeaderboardFlash GameFlash Game
FacebookMySpaceYoutubeCollege HumorPhotobucketFlickr
HuluABC
In-Stream 15s & 60s; bannerIn-Stream 30s & 60s
NewspaperMTV UBus Shelters
4-Color Inserts30s & 60s SpotsDouble-Sided Walls
YahooGoogleGmailCNNNYTDictionary.comSparknotesCollege Websites
Yahoo AnswersAdwordsAdwordsBanner, Skyscraper, LeaderboardBanner, Skyscraper, LeaderboardBanner, Skyscraper, LeaderboardStatic SkyscraperBanner
Digital Floor MatsProjectionsLCD Media BoardsCoffee Cup SleevesNotebooksDorm Door HangarsWrist BandsPost Cards
15s Spot • 43”x50”30s Spot • 200 ft²15s HD Plasma Screens 42”x61”Heat Sensitive Ink3 Full Page DividersFull Color Doble-Side • 4.25”x11”4-Color, 1“x10”4-Color Double-Side • 4.5”x6”
ABC New Years 30s Spot 70BILLBOARD
Time Square HD Digital Billboard 30s • 38’x25’ 70
Teaser On 10 campuses with stadiums
3365666
916.516.5
445212
122215
600.0132.0450.0
154
159
321.6
13.24
60.080.060.0
120.0160.024.0
2.1160.0
17.514
510126
10
15
330.0105.090.063.963.963.9
90.0165.0165.058.558.553.326.524.0
520.0490.0
75.0200.0175.263.9
700.0
100.0
458,900 $6,711.5
1176666
9111144556
6117
54.25644113
87
5566
MTVPandoraESPNThat Guy
Video Player SponsorshipBranded Radio Station; Site SkinBanner, Skyscraper, LeaderboardBanner, Skyscraper, Leaderboard
Traditional
Guerilla
Heavy Drinking Periods
MOBILEChaCha 90 Character Text Message 15 11 165.011
1
0.2
Bike RacksDorm LightsMens RestroomWomens RestroomWeights in GymLightersStairsScantronsFenceStrawsFridge MagnetBus Step
Spray Paint TakeoverSticker Cling-onsColor Change Sticker Cling-onsToilet PaperSticker Cling-onsTIO BrandedSticker Cling-onsPackagingSticker Cling-onsTIO Branded Magnets • 2”x3”Sticker Cling-ons
344443333634
510
6.147108
204
15318
20
61.666666961868
30.016.036.842.060.048.0
120.036.090.054.0108.0160.0
3232
EVALUATION, BUDGET & PITCH
1.
2.
3.
4.
POST-TESTING ANALYSIS:
MEDIA
BUDGET
$6,711,500
3,097,600
2,548,900
$200,000
ONLINE
ON CAMPUS
MOBILEPROMOTIONS
PUBLIC RELATIONS
PRODUCTION
COMMISSIONCONTINGENCY
TOTAL
Social Networking 716,7001,010,000514,100
856,800700,000100,000
1,182,000666,100
800,800165,000
$1,150,500
1,160,00010,500
$358,000310,00048,000
950,000400,000450,000
$609,998
$10,000,000
100,000
Online TelevisionEntertainmentResources
TELEVISIONBILLBOARD
TraditionalNon-TraditionalGuerilla
GLOWIlluminArt
Lucky YouSafe Shots
SpotsAds/ExecutionsWeb Site
BUDGET
To measure Illuminate’s
effectiveness we will:
Survey students at the
Top-40 colleges before
and after Illuminate
about their awareness
of the dangers of
overconsuming alcohol
Track attendance at
events
Calculate unique visits to
meetTio.com
HEY TIO!
It looks like we’re coming to the end of our journey with you. It’s
a little bittersweet for us since this is our last letter to you, but we
wanted to remind you of all that we’ve already done. We surveyed
over 4,000 College Students in 50 states, interviewed 100 College
Students and professionals, and conducted six pre-testing focus
groups and one post-testing focus group.
Participants were very receptive to you and your safe drinking message:
“TIO doesn’t feel condescending. He’s older and experienced and
I’d take advice from him.”
“I think [Illuminate] is most effective because it’s not trying to tell you
what to do directly. It’s giving a fact and not trying to be preachy…
It’s the most realistic to me.”
More than just research, Illuminate was founded on four pillars – four
big events – that we not only conceived but also brought to life
both on campus and in the community.
We expressed The Century Council’s values at the Warlocks
and Witches Ball less than 30 days after receiving the case
study.
We developed a new method for merging research and
creative with Rompe.
We illuminated Inexperienced Drinkers at Chapman with
GLOW.
We partnered with Elmore Scion at Lucky You, and they
donated $2,500 to the National Council on Alcoholism and
Drug Dependence.
None of this would have been possible without your help, TIO!
You and Illuminate have already made quite a positive impact
on College Students here at Chapman University, and we are
confident that you could really make a difference nationwide as
well.
Chris, Amy, Kat& CIRCLE ADVERTISING
CIRCLE ADVERTISING& SPONSORS
MY FRIENDS AT CIRCLE ADVERTISING:Account Directors
Research
Public Relations
Creative
Media
Sponsors
Promotions
Advisor
Amy OwenbyChris HelvajianKat Rogers
Cory O’ Connor
Katie Armitstead, Research DirectorJon Blomgren, Traffic DirectorAlissa LentzAmanda ClarkAndy WhalenJune KimKatie JelinekLexi VanniMatt NagelNick Dudgeon
Andreas Robichaux, Executive Creative DirectorBrian Chandra, Creative DirectorKimmy Kirkwood, Creative DirectorKate Eglen, Book Designer, IllustratorSimon Blockley, Book DesignerJeremy GrahamKristen KubiakMatthew DekneefRain FingerhutTim Han
Emily Lavender, Department HeadAshley WestChelsea LevyErin O’BrienZach Reusing
Al SilbereichBernadette MikelBobbie & Warren GoldsteinBrian B. MacdonaldCarmen O. PerezDave and Lori KunzFrances & Porter NeuFred Wolf FilmsGary & Marcy LavenderGeorge & Sherrel GonzalesJames& Elaine BernardJane E. ClaytonJean d. GasperiniJohn & Holly KerfootJohn & Janet McDanielJudith & David KirkleyJW Smith & Susan Runowicz-SmithKaplan FamilyKarl David FairchildKerry S. & Elaine M. Robichaux
Alyssa AokiAmy ChaseChelsea PhillipsElyse MuellerMeryl GriesedieckShawna Vinovich
Min Shin, Department HeadAnna DuffyAshley CoffeyBrandon VaughanEmma DavisNathalie ConSamantha HenrieSamantha Roper
Kevin & Julia CaulfieldMaldonado Heating and Air ConditioningMartin Marius MikkelsenMichael & Holly SoterMichael & Kris TacsikMike and Kelly ClarkMr. and Mrs. Seymour S. SegalNadine & Steven LavenderPaul & Ann NagelPaula FairchildRenee M. CarterRichard & Angela EglenRobert & Rosalind DavisScottie’s SmokehouseSt. Mary Magdalene ChurchThea K. BarrettTim & Pamela CoffeyTim HanVictor M. Feld D.D.S. IncVinovich & Associates
Bob Bassett Daniele StruppaJanell ShearerJerry PriceJudy ElmoreKevin MardesichRay RoschmannMK Printing
Special Thanks