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Take back the tap

Get back to our roots…. Take back the tap. Overview. Research methods Situation analysis Goals & objectives Creative concept Strategies, messages & tactics Planning matrix, schedule & budget Evaluation. Research. Secondary Background research Target research

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Take back the tap

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  1. Get back to our roots… Take back the tap

  2. Overview Research methods Situation analysis Goals & objectives Creative concept Strategies, messages & tactics Planning matrix, schedule & budget Evaluation

  3. Research • Secondary • Background research • Target research • Potential target audience research • Media use habits • Primary • Focus groups with students • In-depth interviews with administrators • Informal field observation

  4. Client Profile • Branched off Public Citizen in fall 2005 • Goals and mission statement • “Food & Water Watch works to ensure the food, water and fish we consume is safe, accessible and sustainably produced…” • International presence • Four key values

  5. Communication Audit • Utilizes social media, traditional PR tactics and events • Targets college students, government officials and the general public • Key messages • Water • Food • Fish

  6. Issue Analysis

  7. Problem/Opportunity Statement Based upon the force field analysis, driving forces such as the support of the administrative staff at Colorado State University, the university’s “green” attitude, and the large amount of students who report bringing reusable water bottles to campus suggest significant opportunities for the campaign. These forces will make it easier to raise awareness about using reusable water bottles opposed to plastic water bottles with little opposition from potential target audiences. Furthermore, these forces will help drive the campaign to achieve the client’s goal of decreasing plastic water bottle usage at Colorado State University.

  8. Goal To increase the amount of water bottle refill stations on campus.

  9. Target Audiences • Primary • Colorado State University students • Colorado State University facilities personnel • Robert Lee Jones, Sr. - Labor Trades and Crafts Operation and Supervisor of the Plumbing, Welding and Machine Shop • Brian Chase - Director of Facilities Management • Colorado State University budget director • Becky Trentlage - Director of Budget • Intervening • Colorado State University student media workers

  10. Primary Target Audiences • Colorado State University undergraduate students • To raise awareness about the benefits of using refill stations by 40% by May 1, 2012. • To raise awareness about Food & Water Watch’s platform for eliminating disposable water bottles on college campuses by 40% May 1, 2012. • To increase purchase of reusable water bottles by 5% by May 30, 2012. • To increase positive attitudes about tap water by 10% by April 20, 2012. • To increase the number of students consistently using refill stations by 5% by October 31, 2011.

  11. Primary Target Audiences, cont. • Robert Lee Jones, Sr. and Brian Chase • To increase awareness of refill stations among administration by 80% by December 1, 2011. • To increase the amount of refill stations installed by 8 by April 10, 2012. • To increase water fountain maintenance for the installation of refill stations by 60% by February 15, 2012. • To increase awareness of refill stations among administration by 80% by December 1, 2011.

  12. Primary Target Audiences, cont. • Becky Trentlage • To increase awareness on the use of refill stations by 80% by September 1, 2011. • To increase awareness on the purposes of refill stations by 80% by September 1, 2011. • To increase awareness on the benefits of refill stations by 80% by September 1, 2011. • To reallocate appropriate funding for refill stations by $14,000 by February 15, 2012.

  13. Intervening Target Audience • Colorado State University Student Media • To establish favorable coverage on the campaign issue by one print news story placement by March 1, 2012. • To establish favorable coverage on the event by one radio airing by March 1, 2012. • To establish favorable coverage on the campaign issue by three radio airings on by March 15, 2012. • To establish favorable coverage about the water-tasting event prior to the event date by one print news story placement by March 15, 2012. • To establish favorable coverage about the water-tasting event by one print news story placement by April 11, 2011.

  14. Creative Concept Illustration by Brenda Valdez • “Get Back to Our Roots…” • “Take Back the Tap.” • The refill station is a tree. • Multiple people can benefit from just one. • It will keep giving beyond one generation of students.

  15. Strategies • CSU undergraduate students • Emotional appeal • Two-sided logical appeal • Robert Lee Jones, Sr. and Brian Chase • Two-sided logical appeal • Becky Trentlage • Two-sided logical appeal • CSU Student Media • Informational, logical appeal

  16. Messages • CSU undergraduate students • Refill stations provide a variety of benefits . • Tap water is a viable alternative to purchased bottled water. • Robert Lee Jones, Sr. and Brian Chase • Installing refill stations is a cost-effective option in place of bottled water. • Becky Trentlage • Installing refill stations is a cost-effective option in place of bottled water. • CSU Student Media • “Taste the Difference” sheds light on the new refill stations’ presence.

  17. Tactics • CSU undergraduate students • Controlled media, social media and a campus-wide event • Robert Lee Jones, Sr. and Brian Chase • Controlled, non-mass media • Becky Trentlage • Controlled, non-mass media • CSU Student Media • Uncontrolled media

  18. Event Plan • Name of the event – Taste the Difference • Purpose of the event • To promote refill stations on campus • To promote the use of refill stations on campus • Encourage students to bring reusable water bottle to class • Discourage students from purchasing water bottles on campus • Key message conveyed with event • Tap water is tasty and healthier than bottled water • Refill stations are the “green” way to enjoy water • Encourage the use of reusable water bottle • Cost effective way of drinking water on the run - just fill and drink • Refill stations are quick and convenient • Target audience

  19. Event Plan, cont. •  Inviting the audience • Utilize the Colorado State Take Back the Tap Facebook page to promote prior to event date because students report they obtain news through social media outlets • Promote the event through status updates on the Colorado State Take Back the Tap Facebook page • Announce the event in press releases sent to the Rocky Mountain Collegian and KCSU to encourage media outlets to attend and report on the event • Posters will be hung •  Expected media coverage • An article in the Collegian • Mentioning of the event in KCSU • Mentioning of the event on Facebook page

  20. Event Plan, cont.

  21. Facebook Page

  22. Facebook Page, cont.

  23. Poster

  24. Planning Matrix

  25. Schedule

  26. Budget

  27. Output Evaluation Monitor production Monitor distribution Monitor exposure

  28. Outcome Evaluation • Awareness & attitudinal objectives • Pre- and post-campaign surveys • Behavioral objectives • Count number of times objectives were met

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