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First Off…

Brightside Public Relations Marijuana Awareness Campaign A public relations proposal for The BGSU Counseling Center presented by Matthew Thacker Alisa Pattin Nate Lowe Phil Martin Michelle Black. First Off….

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First Off…

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  1. Brightside Public Relations Marijuana Awareness CampaignA public relations proposalfor The BGSU Counseling Centerpresented byMatthew ThackerAlisa PattinNate LowePhil Martin Michelle Black

  2. First Off… We would like to say “Thank You.” We appreciate the opportunity to work for the BGSU Counseling Center on such a challenging and rewarding project.

  3. Problem/Opportunity NCHA/ACHA survey data from 2008 and 2012 suggests: More BGSU students are smoking marijuana. More students are smoking marijuana everyday than four years earlier. Students believe that more students smoke marijuana everyday than the number of those who actually do. We feel that we have the opportunity to address all of these issues with this campaign. We plan to lower, not only, the percentage of BGSU students who smoke marijuana daily, but also the number of students with misperceptions of how many of their classmates smoke marijuana daily. Bringing student perceptions in-line with reality will allow students to feel free of peer pressure to chronically smoke marijuana.

  4. Launching the Campaign “Smoke Less, DO More” By encouraging students to “DO More” we are focusing on the time wasted smoking marijuana that could be better spent on more worthwhile, healthy activities. This slogan has been focus group tested, and we have found that it made them curious to find out more.

  5. Social Norms Theory Peer pressure is a direct result of misperceptions. The misperception of norms—in this case the actual use of marijuana among students on campus—can reinforce negative behavior and lead students to engage in activities that they believe are typical among their peers. If students believe marijuana use on campus is a typical behavior then students are more likely to engage in the behavior themselves. Social Norms Theoryresearch not only analyzes the effect negative perceptions have on students, but it also shows how positive perceptions influence their behavior. If we can erase the misperceptions about marijuana use on campus—and provide students with information on other, safer stress-reducing activities we can positively influence behavior, according to this theory.

  6. Focus Groups We conducted two focus groups consisting of a total of 12 BGSU students. Seniors Freshmen/Chronic Users Some of our key findings included: • Dormitories are notorious for heavy marijuana users. • The majority of focus group participants agreed that trying to relieve stress was a major factor in students’ marijuana use. • The majority of participants also said that pre-employment drug screening was the best reason to give up smoking. • Admitted chronic users specifically said that the thought of taking a pre-employment drug screen would motivate them to quit smoking

  7. Target Audiences Freshmen • Increased autonomy from parents • Widespread availability of marijuana • Feeling stressed, bored, frustrated or anxious • Increased susceptibility to peer pressure Prospective Students • Many students form opinions about campus norms before they enroll in classes. • It is imperative that we attempt to bring incoming students’ perceptions of this university’s drug culture as close to reality as possible.

  8. Target Audiences • Seniors • Our focus groups suggest heavy use among seniors • Stress of an impending big transition when they graduate • Fear of uncertain futures • Marijuana is often viewed as a way to celebrate their final year with friends on campus • Chronic Users • Relatively small group—accounting for just 4 percent of students • However, they are the most at-risk of letting marijuana negatively influence their lives.

  9. Target Audiences(secondary) • Parents of Prospective Students • Parents of students have a big impact on their children. • They often play an instrumental role in helping their children choose which college to attend and fund—fully or partially—their education. • An educated parent can positively influence their children to make smart decisions, even from afar.

  10. Goals Page 21 1. To reduce the marijuana use among BGSU students. 2. To reduce the number of recreational users who become daily users. 3. To reduce misperceptions of marijuana use among BGSU students. 4. To reduce the number of relapses among students seeking treatment at the Counseling Center.

  11. Objectives Page 21 • 1. To reduce the Counseling Center's marijuana counseling • patients by 5 percent (from 3,000 students to 2,850). • 2. To decrease the number of daily users on campus from 4.8 percent to 3.6 percent • From 35 students to 26 based on 727 surveyed BGSU students. • 3. To correct the misperception that 14.2 percent of BGSU students (103 of 727 surveyed BGSU students) use marijuana daily. • We plan to lower perceived use to approximately 10 percent • (or 72 of 727 surveyed BGSU students). • 4. To see a decrease in the number of relapses each week throughout the 2014-2015 academic year. *Percentages based upon 2012 ACHA/NCHA Survey of BGSU students

  12. Strategies Page 21 Target freshmen in campus dorms with posters dispelling marijuana myths.Implement a marijuana knowledge game/informational education program that Resident Advisors hold for freshmen in the residence halls where they live.Target seniors with a poster that inspires them to think about the possible consequences of smoking marijuana post-graduation. Educate students about our campaign, as well as correct their misperceptions of marijuana use on campus through newspaper advertisements.Hold a pseudo-event that will garner the attention of all local news media to bring attention to our campaign’s message.

  13. On select dates provide information about the campaignand upcoming pseudo-event to current students, incoming freshmen and their parents during the first week in April.Create a campaign website.Motivate counseling center patients (and any other volunteer) to remain committed to their treatment through the use of social media and a targeted text messaging system.Provide students with helpful links related to marijuana awareness and educate them about our campaign through social media.Use an online assessment tool to provide students with accurate and personalized feedback about their pattern of marijuana use.Acquire a PR intern who will work exclusively onthis project for degree requirement fulfillment. More Strategies Page 21

  14. Tactics: Posters Pages 25-27 Freshmen Posters

  15. Tactics: Posters Pages 25-27 Senior Poster Pseudo-Event Poster

  16. Tactics: Pseudo-Event Pages 23-24 An anonymous exchange program! • 40 WalMart gift cards valuing $10 each, in exchange for marijuana paraphernalia. • The uniqueness of the event should garner media attention from all the local news outlets (and more!). • Takes place the day after “National Pot Smokers Day” on 4/21/15. • The event kicks off at 11am, with a live band, free pizza and a kick off speech from Amanda Addy, about marijuana use and its perception on campus.

  17. Tactics: Newspaper Ads Pages 44-45 • Purchase 2”x6” banner ads in The BG News, as well as an animated GIF on the newspaper’s website. • The banners will primarily cite facts from the 2012 ACHA/NCHA survey and are specifically aimed at raising awareness about student misperceptions on campus. • One will promote the “Bowls for Bucks” event during April

  18. Tactics: Animated GIF Ad

  19. Tactics: Resident Education Page 37 • Implement a “Baked Bingo” game in residence halls that tests students’ marijuana knowledge. • A 15-minute marijuana awareness presentation, designed and presented by a campus drug counselor, will follow the game, and be required for all freshmen. • Will require students to share their own views on marijuana use and provide educational information about use on campus. • Will correct students’ misperceptions of on campus use statistics. • There are already several programs overseen by each residence hall’s RAs. • Implementation should be simple. • This reaches 100 percent of freshmen residing in residence halls on campus*. *5,817 students live on campus but the Office of Residence Life is not authorized to provide a breakdown of resident demographics.

  20. Tactics: Info Booth Pages 33-36 • Create a “Smoke Less, DO More” information booth to be set up on strategic dates in the Bowen Thompson Student Union. • President’s Day Open House • Falcon Fridays • April Preview Day • Spring Grad Fair • 4/20/15 A 32” by 90” sign featuring our logo and our most popular focus group-tested hashtag #copewithoutdope” Brain shaped stress balls with the hashtag #copewithoutdope.

  21. Tactics: Text Messaging Pages 28-30 • Sample Texts/Tweets: • You’re not alone. Over 23 million people in the U.S. struggle with drug abuse - Nat’l Survey on Drug Use & Health. #CopewithoutDope (Source: http://bit.ly/1f6ZGsQ -- The Treatment Center) • Are you looking for a high? Try a runner’s high. Your body will thank yourself: http://bit.ly/1j5TXmy #smokelessDoMore (BGSU running routes: http://www2.bgsu.edu/offices/sa/recwell/fitness/page116298.html) • Looking for a new experience in college? Join a @BGSU student organizations: http://bgsu.orgsync.com/. #smokelessDoMore • Are you angry? Take it out on the field. Sign up for @BGSU intramurals: http://bit.ly/1m2Ay71 #CopewithoutDope http://www2.bgsu.edu/offices/sa/recwell/intramurals/ • Stressed with college? Release your stress with • yoga and Zumba classes: [insert link here] • #CopewithoutDope

  22. Tactics: Social Media Pages 38-40 • Use social media to promote our message • Schedule daily tweets through Tweet Deck for the “Smoke less, Do more,” (@DoMoreBGSU) Twitter account. • Use the already existing BGSU Recreation and Wellness • Facebook page. • Has an existing following of 1,800 people

  23. Tactics: Website Page 41 • Educate students about the campaign through a campaign website, that will be equipped with campaign information, press releases, fact sheets, important dates and helpful links. • One tab for the E-toke assessment tool (optional suggestion) • Assesses a student’s marijuana habits to • identify if the student’s use is problematic. • www.bgsu.edu/domore

  24. Evaluation Pages 46-51 • BGSU campus marijuana use/Awareness campaign survey • 1. Did you smoke marijuana before becoming a student at BGSU? • Yes • No • 2. When was the last time that you smoked marijuana? (Pick only one answer) • I have never smoked marijuana • I have smoked marijuana, but not in the last 30 days • I have smoked marijuana in the last 1-9 days • I have smoked marijuana in the last 10-29 days • I have smoked marijuana in all of the last 30 days • 3. Have you seen any promotional material (posters, advertisements in The BG News, etc.) on campus for the "Smoke Less, DO More" campaign on campus? • Yes • No Survey continues on with another 7 questions designed to gauge the effectiveness of our campaign.

  25. Timeline Page 42 Our timeline for this campaign is October 2014 to October 2015. October-January 2014 is prep work with the campaign beginning en masse after winter break on January 9, 2015. We suggest using summer semester 2015 (June-August) as evaluation period. Our proposal contains a full, detailed timeline.

  26. Budget Page 43 • Our total budget for this campaign is $3,860, a full $140 under budget! • There are only two things in our plan that are listed as “optional” and are thus unfunded. • The E-toke assessment tool • BGSU already has the E-chug assessment tool for alcohol so maybe they would provide assistance financing E-toke. • A PR intern • All PR students are required to have one on-campus internship. • Our proposal contains a full, detailed budget

  27. Any Questions?

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