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Century Council IMC Plan “Real College, Real Life!”

Century Council IMC Plan “Real College, Real Life!”. MKT 440 Larry Varnes December 4, 2008 California State University, Northridge. Team 1 Emily Rogers Ivan Franco Jennifer Probert Keizo Watanabe Steven Clark Henson Shu-Fang “Jasmine” Hsiao. Premier Advertising Agency. Agenda.

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Century Council IMC Plan “Real College, Real Life!”

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  1. Century CouncilIMC Plan“Real College, Real Life!” MKT 440 Larry Varnes December 4, 2008 California State University, Northridge

  2. Team 1Emily RogersIvan Franco Jennifer ProbertKeizo WatanabeSteven Clark HensonShu-Fang “Jasmine” Hsiao Premier Advertising Agency

  3. Agenda • Problem identification & survey results • Targets • College students and other stakeholders • Communication plan • Objectives, strategies, and tactics • Media • Traditional, non-traditional media, and budget • Creative plan • Big idea and creative execution • Evaluation

  4. Problem Identification • Binge drinking/ overconsumption of alcohol • Drunk driving • 21st birthday celebrations • Suicide, violent crime, assault • Rape, sexual irresponsibility

  5. Survey Results

  6. Targets :College Students • 40% college studentsbinge drinking • Age: 18~23 years old • Gender: males (50%), females (39%) • Race: White (44%), Native (41%), Hispanic (31%), Asian (23%), African-American (23%)

  7. Targets :College Students • Reasons for binge drinking • Away from home • Peer pressure • Celebration • Relaxation • Boredom • Social purposes • Psychological problems

  8. Targets :College Students • Other factors • Past habit in high school • Family history • Opinions about binge drinking • It’s a part of the college culture • It’s not a problem with alcohol consumption. • Alcohol is not important at a party (58%)

  9. Targets : Other Stakeholders • Who they are? • Parents/family, community, faculty, organizations • How does drinking affect them? • Parents/family: depression, alcoholism, death • Faculty/staff: falling grades, class participation, and absences • Community: noise, victims of dangerous behaviors • Organizations: may intervene when families are coping with a loss or educating the community (i.e. MADD)

  10. Targets : Other Stakeholders • Communications Effectiveness • Imperative to use ad campaign that is unique • Many campaigns exist that already address issues affecting teens and young adults. • Must break through barriers: zipping, zapping, and pre-conceived notions

  11. 5 30 50 60 90 4. Taking active steps to changing their lifestyle Communications Plan : Objectives 5. Alcohol-free alternatives in one year 3. Finding alternatives ways to substitute binge drinking 2. Finding alternatives ways to substitute binge drinking 1. The negative effects of binge drinking

  12. Communications Plan : Strategies • Objective One • “Real College, Real life” • Traditional media communications • Non-traditional media communications • Repetitive advertising • Objective Two • Emotional and fear appeals • Inherent drama

  13. Communications Plan : Strategies • Objective Three • Alternatives to binge drinking • Objective Four • Promotional events • Celebrity endorsements • Objective Five • Specific events • Programs and activities

  14. Communications Plan : Tactics Tactic One Commercials on CBS,ABC, and NBC also MTV Post billboards Host promotional events Tactic Two “Real college, Real life” Creating a picture of healthy life style Documentary Adult consequences Tactic Three YouTube video contest Basketball slam dunk contest with the Lakers

  15. Media : Traditional • Television • CBS, NBC, ABC, MTV • 30 seconds • Radio • National, local, and university radio stations • 15 seconds

  16. Media : Traditional Billboards

  17. Media : Traditional • Internet • YouTube, Facebook, Myspace • NY Times, LA Times, CNN, USA Today • Direct mail • Pamphlets, promotional events

  18. Media : Non-traditional • Drunk-driving exhibits • Co-op with MADD and Allstate Auto Insurance • Survey sweepstakes to win free textbooks • Play recurring video during school day

  19. Media : Non-traditional • Documentary - 3 stories • Male basketball player • Freshman female sorority girl • Female honors student, 21st birthday

  20. Media : Non-traditional • Slam-dunk contest • Hosted and judged by the LA Lakers • Co-op with Nike and 24 hour fitness • Ages 15-23, men and women • 2 sections, 3 rounds each • Male and female winners of both sections will receive $1,000 scholarship • Booths and activities for spectators

  21. Media : Non-traditional • YouTube video contest • Ages 18-23 • Max 10 minutes • Creativity encouraged • Held in June • Top 3 will win free college text books for a year • Winner will also receive $2,000 scholarship • Judged by various community stakeholders

  22. Budget

  23. Creative Plan : Big Idea • “Real college, Real life” • Own experience is the best medium • College is not an excuse • Other alternatives • “Classy drinking”

  24. Creative Plan : College Students • Sports events, celebration/socialization • Documentary, drunk-driving exhibit, video contest • Problem: 75% drive drunk (surveyed)

  25. Creative Plan : Faculty • Not a joking matter! • Plans • Educational seminars • Mandatory alcohol awareness courses • Guest speakers • Informational materials

  26. Creative Plan : Parents • Part of the problem • Want to be friends with young adults, provide endless excuses, etc. • Plan: slam-dunk contest, judge video contest, attend seminars

  27. Can still have fun Can still drink As well as remember the night before! “Real College, Real Life” = Classy drinking, not binge drinking Creative Plan : Final Goal

  28. Evaluation • Timeframe • Pre-test and post-test (O1 X O2) • Qualitative and quantitative analysis • Specific measures and surveys

  29. Evaluation: Pre-Test • First step of pretesting • Concept testing • Focus group • Rough art, copy, and commercial testing • Focus group and in-depth interviews • Pretesting finished advertisements • Theater test and on-air test

  30. Evaluation: Post-Test • TV commercials • Nielsen commercial rating program • Day-after recall test • Radio • AQH, AQH RTG, AQH SHR and Cume provided by Arbtorn’s Radio Rating Service

  31. Evaluation: Post-Test • Billboard • Measuring traffic flow where the billboards have been posted • Internet • Internet-specific measures • Click through rate (CTR) • Time spending • Page request

  32. Evaluation: Post-Test • Online surveys via e-mail • Designed to measure the awareness of our TV and radio commercial • Designed to measure the attitudes toward binge dirking • Incentives to increase response rate. (Sweepstakes to win $1,000) • Benchmarking • Measuring the number of reported binge dirking before and after the campaign

  33. Thank you !!

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