WELCOME TO A BRIGHTER WORLD
“ 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.”
-SHARON SALZBERG
pman University’s student-run We are Circle Advertising, Cha ught we would start by telling advertising agency, and we tho you a stor y… oss a person, and you Every so often you stumble acr ething about him. som can immediately tell there’s t draws you toward tha Something special. Something ss, you can’t resist. kne dar him. Like a bright light in the is The Illuminated son per So you follow him. For us, this One. his friends call him, is The Illuminated One, or TIO, as of them. He’s been one t many things, but ordinary isn’ light in our campaign an inspiration to us; a guiding mption of alcohol. TIO against dangerous overconsu , and he has become a brings the voice of experience on college campuses. crusader in the fight for change king out for us and He is like our older brother, loo need to make our own we equipping us with the facts ines our ability to decide choices, but he never underm , condemns or looks down for ourselves. He never judges TIO’s experience-rich life on us. His concern is genuine. e Students across the allows him to illuminate Colleg nation. t of our communications The following is a diary TIO kep n goal of battling with him regarding our commo alcohol among of dangerous overconsumption College Students.
TABLE OF CONTENTS 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
TIO’S MANIFESTO:
“ 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. ”
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WARLOCKS & WITCHES BALL Students mingle on the dance floor
HEY TIO!
a while and We haven’t heard from you in ’s your traveling How . line a you wanted to drop ’d love to hear all been? When you get back we about it! n hard at work Here at Chapman, we’ve bee ntury Council building a campaign for The Ce overconsumption (TCC) that combats dangerous s after we received of alcohol. Less than thirty day team, Circle the campaign case study, our ual Warlocks and Advertising, hosted the third ann dios. Witches Ball at Marion Knotts Stu d by bringing The Ball kept TCC’s goals in min ohol-free students together in a fun, alc llege Students Co 390 r, yea environment. This attended.
Before the Ball
on the red carpet
ortunity to remind We saw the Ball as a great opp nsumption of rco students of the dangers of ove h at the arc rese alcohol and per form primary 0’s murder 192 a as same time. We set the theme ing. end rise surp a mystery, a “whodunit” with al ion fict ced odu The Ball began when we intr
suspects. Guests 1920’s celebrities who were the hallways toward were then ushered through the ortantly, our our sound stage and most imp m. roo Century Council
Come on in!
ry Council room for Guests stopped by The Centu ed from behind refreshing root-beer floats serv ted guests to walk our non-alcoholic bar. We invi r goggles which bee a straight line while wearing discovered ckly simulated a .08 BAC. They qui while e om how difficult simple tasks bec “intoxicated.” il room with a Students left The Century Counc , and with a king different perspective on drin b address for a We business card containing the eos and real vid s, blog we created with picture negative the ut stories from young adults abo (check it out tion mp consequences of overconsu ). at drinkdiary.wordpress.com
The Plot Thickens
d in the Grand Once all of our guests assemble continued. Guests Ballroom, the murder mystery s and mingled with asked questions of the suspect nit”. Guests cast each other to discover “whodu the murderer. their ballots, and we revealed that the crime was Guests were stunned to learn o chose to drink committed by the suspect wh a few words about and drive at the event. After of alcohol, our the dangers of overconsumption ce party started. DJ took the stage and the dan
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THE SUSPECTS BURT MAJORS
BUDDY
FIDEL
Revealing whodunit!
That’s All She Wrote... Almost
With the Warlocks and Witche s Ball we showed College Students the dangers of overco nsumption of alcohol, and provided a safe environme nt where students could have a good time without drin king… 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 alcoho l secretly stowed away, ironically, in our own Century Co uncil room. We had a lot to learn!
NG
KI E I N N O J ITZ
IVY FR
With this incident we saw firsthan d 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 you r help with the rest of our campaign. You know exactly what we’re up against, and with your knowledge, ma ybe you can help us shed a little light on the problem. Sincerely,
Chris, Kat, Amy
ACCOUNT DIREC
RS CIRCLE ADVETORT ISING
MAXIE ROZ
ELLA
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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:
1.
Barrier of Immortality Complex: College Students are concerned with immediate physical consequences, like throwing up. Longterm effects, like alcoholism or liver disease, seem surreal and do not resonate. Death is not in College Students’ realm of possibilities.
2.
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.
3.
Barrier of Image Distortion: College Students often perceive their drinking behaviors to be different than they actually are.
THIS JOURNAL, THIS COLLECTION, IS FOR THOSE I KNOW I CAN HELP. 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.
TARGET MARKETS: Inexperienced Drinkers : Primary Audience
Moderate Drinkers: Tertiary 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.
These more-experienced drinkers have adopted safer drinking habits, but may occasionally need reminders not to dangerously overconsume.
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.
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Inexper
ien
ers k n i r D ced
are
pot!
ts e e w s e th
CAMPAIGN STRATEGY: 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.
THE TASK
million campaign to Create a non -traditional, $10 sumption of alcohol rcon ove us gero dan bat com by College Students alone or in Use initiatives that can stand r othe h eac with tion junc con lied nationally and Use initiatives that can be app locally ption of alcohol in Define dangerous overconsum ents Stud the terms of College
GOALS
that currently Break down the Three Barr iers being receptive to prevent College Students from n ptio sum rcon ove ut abo ing messag t, useful facts about Give College Students relevan sequences con its alcohol consumption and make safe choices Empower College Students to king when it comes to drin king behavio rs Effect long -term change in drin ents Stud ege among Coll
OBJECTIVES
of Raise awa reness of the dangers Students by 15% ege Coll ng amo n ptio sum overcon views at meetTIO. Generate over 250,000 unique n period paig com during the 11-month cam 25,0 00 College Gar ner participation of over otional and public Students in online and live prom relations events
PROMOTIONS:
BUDGET:
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.
$10 Million
PR & PARTNERSHIPS: 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.
COMMISSION CONTINGENCY PR
PR
OD
UC
TI
ON
IONS
PROMOT
MEDIA 5
RESEARCH FATE SMILED UPON ME, RECONNECTING ME WITH CIRCLE ADVERTISING. POR 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.
TIONS
FOCU
pouring...
OBJECTIVES: Discover psychographic and behavioral insights about College Students and the factors that influence their drinking habits Generate over 4,500 research impressions
and pouring...
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
MAN ON THE STREET
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and done!
S GRO
UP
UP
PRIMARY 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
SECONDARY RESEARCH:
WE SET OUT TO BECOME EXPERTS ON COLLEGE STUDENTS AND THEIR DRINKING BEHAVIORS. We 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
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.
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
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SECONDARY RESEARCH HEALTH COMMUNICATION INSIGHTS* 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 1. 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.
2. 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.
3. 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.
4. 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.
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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* 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.
DEFINITION & SWOT MORE THAN A NUMBER... 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. 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.
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.
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.
Because after all, College Students believe that overconsumption is “different for everyone.”
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.
SWOT ANALYSIS
a g to ordin e CORE Acc h t y f yb stud e, 63% o s ut nt Instit e Stude d g g ha Colle ed havin 54% d t r an repo ous ver, ause ngo a ha ey got n result th a said d as in the mite or vo drinking eir of th ear. y past
STRENGTHS
WEAKNESSES
TCC’ s messaging reaches a large demographic
Existing alcohol awareness initiatives often do not motivate College Students to change drinking habits
Current messaging reaches a variety of influencers in the community (e.g. law enforcement officers, school administration)
Current initiatives’ messaging tone is not always relatable for College Students
TCC has numerous partners
OPPORTUNITIES
THREATS
New media outlets, such as social networking and mobile communication
Alcohol advertising is effective
Ineffective college alcohol awareness programs leave room for growth Peer-to-peer messaging
Trends such as drinking games, themed parties, pre-gaming and energy drinks College Students ignore long-term consequences of their drinking
Partnerships with brands and organizations that have a strong appeal to College Students
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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.
2.
3.
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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 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.
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.
?
hey wassup gurl
Many upsetting, embarrassing and ev en dangerous incidents are perceived as sexy, fun ny and exciting, emphasi zing the students’ disconn ect with what actually happened the night before*
i am... so chill
*Primary research insight
TARGET MARKETS
College 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.
MEET JESS SOLANO: INEXPERIENCED DRINKER
MEET KYLE “THE BUS” NUSS BINGE DRINKER
PRIMARY AUDIENCE: (16% of College Students)
SECONDARY AUDIENCE: (25% of College Students)
He loves to drink and any time’s a good time for it
She’s energetic with an active social life aaron Loves her uniqueness, but wants to be danny accepted by her sorority sisters
Has active social life centered solely around partying and believes this is normal behavior
jessica
Has tried alcohol, but is hesitant to drink at parties Sees college as a time to “celebrate” and “let loose,” but he can still be responsible
Doesn’t know her limits but feels pressure from peers to discover them
Knows his limits, but is unconcerned if he goes way past them
I LY RECE P TIVE TO ME SSA GE S I NTROD UCI N G& DA CO NS EQ U E N CE S OF OVE RCO NS U MP TI O N HDAS G REATE ST POTE NTI A L TO DE VE L OP SAFE RI N KI N G H A B ITS
RECEPTIVE TO MESSAGES EXPRESSING CONCERN FOR HIS SAFETY & NEEDS ENCOURAGEMENT TO ADOPT SAFER DRINKING HABITS
REALITY
PERCEP
TION INVINCI
MEET AARON FEISS: MODERATE DRINKER
BLE
aaro
n
TERTIARY AUDIENCE: (54% of College Students)
aaron
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
danny
dann y
jessica
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.
jessic
Everything we’ve learned has pointed to one truth: College Students need relevant and helpful advice about drinking no matter their own experiences REALITY and perceptions about alcohol.
Usually keeps drinking under control, but overconsumes to unwind when stressed
RECEPTIVE TO MESSAGES THAT REINFORCE AND REMIND HIM OF SAFE DRINKING BEHAVIORS PERCEPTION
That’s where INVINCIBLE I come in… PERC
REAL
ITY
EPTIO
N
11 INVIN
CIBL
E
a
ROMPE! HE Y TIO!
h, we created After accumulating our researc a new Rompe (pronounced rom-pay), e behind forc ing driv the e method to produc Rompe comes our campaign: the Big Idea. ak.” We use from the Spanish word “to bre n. dow as ide Rompe to break
t our team On the night of Rompe, we spli analyzed the into three groups and carefully information on the boards.
“ Eve
ryth in yo ing is big u a [colle r face, an nd d g goes e] drinkin the g cu along ltu with that. re - Je rr
“
with 3’ x 6’ We filled three separate rooms most important Rompe boards containing the relations, trends and research on public s and tion mo pro and media, creative, our Big Idea. at ve arri find to condensed them
yP Stud rice, Dea ents n of
llor, Daniele Chapman University’s Chance Jerry Price, ts, den Stu of n Struppa, and Dea d discussions of participated with us in detaile us to see our research. Their insights helped from an outside the issue of overconsumption perspective. with our team to Afterward, we led discussions we began to glean their insights. From these, build our campaign.
NORMS
VISION
- DRINKING IS BAD - TARGET IS ALWAYS TALKED DOWN TO
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ROMPE!
TO MAKE - GIVE THEM TOOLS NS ISIO DEC R TE BET ERSONAL, - BE EMPATHETIC,P ORI RELATABLE AND GINAL - DON’T SAY NO TO THEM
We concluded that when it com
es to alcohol,
College Students… Don’t want to hear “No” Don’t want to be told what to do Don’t want to experience phy sical consequences like vomiting and blackouts Don’t want to be “that one rea lly drunk kid at the party” They do: Want to be accepted by pee rs Want peer-to-peer messaging Want useful and relevant drinking information Want an engaging and interac tive message Therefore, we will: Give College Students the too ls to make better decisions without saying “No” or telling them what to do Be empathetic, personal, rela table, 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 Thre e Barriers and effectively communicate a safe drinking message to College Students. We will...
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ILLUMINATE
Illuminate: 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 I’M NOT ONE TO TALK ABOUT MYSELF, SO I’LL LET CIRCLE ADVERTISING TELL YOU ABOUT OUR CREATIVE EXECUTIONS. MANDATORIES
BREAKING BARRIERS
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.
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.
All executions:
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.
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
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.
Feature a useful & relevant fact
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. *Focus group insights
College Students d see curr ent cam on’t paigns comba ting dan gerous overcon sumptio n as relev ant; the of alcohol y are “tu off” and rned in scare ta different to ctics an d conseq uences. extreme * Students a to respo re more likely nd to dir ect informa tion rath er than demand to a ing mess age.*
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TIO HAS SCRUFFY FACIAL HAIR AND CURLY HAIR THEY COMPLIMENT HIS EXPERIENCED DEMEANOR AND RELAXED PERSONALITY
HE WEARS A YELLOW SHIRT HE WEARS BLUE JEANS
IT MAKES HIM STAND OUT IN THE CROWD AS WELL AS SHOWS HIS OPTIMISIM AND APPROACHABILITY
IT SHOWS THAT HE IS CASUAL AND COMFORTABLE IN HIS OWN SKIN
HE WEARS SANDALS IT SHOWS HIS RELAXED AND PERSONABLE NATURE
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-topeer communication and relevant tips.
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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.
TOP-40 CAMPUSES 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.”
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.
PENNSYLVANIA STATE UNIVERSITY
UNIVERSITY OF DENVER
DEPAUL UNIVERSITY
CORNELL UNIVERSITY WEST VIRGINIA UNIVERSITY
UNIVERSITY OF CALIFORNIA, SANTA BARBARA
10 OF THE TOP-40
RANDOLPH-MACON COLLEGE UNIVERSITY OF TEXAS AT AUSTIN
HARDING UNIVERSITY UNIVERSITY OF FLORIDA
PUBLIC:
PRIVATE:
PENNSYLVANIA STATE WEST VIRGINIA UNIVERSITY (SEMESTER) UNIVERSITY (SEMESTER)
UNIVERSITY OF DENVER (QUARTER)
Morgantown, WV
Suburban, Small City 21,930 undergraduates #4 Party School #12 Beer #8 Athletic Facilities
University Park, PA
Suburban, Large Town 37,988 undergraduates #3 Party School #2 Beer #6 Greek Scene
UNIVERSITY OF TEXAS AT AUSTIN (SEMESTER)
UNIVERSITY OF CALIFORNIA, SANTA BARBARA (QUARTER)
Austin, TX
Santa Barbara, CA
Urban, Very Large City 37,389 undergraduates #8 Party School #13 Hard Liquor #9 Packed Stadiums
UNIVERSITY OF FLORIDA (SEMESTER)
Gainesville, FL
Suburban, Small City 35,189 undergraduates #1 Party Schools #7 Beer #10 Greek Scene *Primary research insights
Suburban, Small City 18,415 undergraduates #9 Party School #4 Hard Alcohol
Denver, CO
Urban, Large City 5,324 undergraduates Best Western College
RANDOLPH-MACON (SEMESTER) Ashland, VA
Suburban, Small Town 1,201 undergraduates #6 Party Schools #2 Hard Liquor #4 LBeer #8 Greek Scene
CORNELL UNIVERSITY (SEMESTER) Ithaca, NY Rural, Large Town 13,846 undergraduates Best Northeastern College
HARDING UNIVERSITY (SEMESTER)
Searcy, Arkansas
Suburban, Large Town 4,168 undergraduates Best Western College
DEPAUL UNIVERSITY (QUARTER) Chicago, IL Urban, Very Large City 15,024 undergraduates #1 Great College Towns
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EXECUTIONS BANNER illumoPHOTO
WHEN SCROLLED OVE R, PICTURE SHOWS WHAT IS REA LLY HAPPENING AT THE PARTY, LIKE A GIRL THROWING UP
R BODY ION TOINYGOU T C A E R A UP IS OISON THROWINDGING TO ALCOHOL P ER WORLD RESPON O A BRIGHT WELCOME T
49 MINUTES AN AVERAGE COLLEGE STUDENT SPENDS PLE PEO 6 BY N WITH HIS COFFEE, WHICH IS SEE
COFFEE CUP SLEEVES
TIO’S TIPS
HEAT SENSITIVE INK WILL REVEAL THE FACT ON COFFEE SLEEVES
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NYC
POT BILLBOARD & TV S
EGE KIDS E, CROWD OF CO.LL NEW YEAR’S EV CHANTING 10, 9, 8..
OUT TO KISS
DRUNK COUPLE AB
PEOPLE WILL BE LIVE ACTION; TIO WILL BE A SKETCH
ROWING UP
SOUNDS OF GIRL TH
SY GIRL LOOKS QUEA
to r body’s response Throwing up is you alcohol poisoning
IGHTER WORLD
WELCOME TO A BR
BOY HAS VOMIT ON
HIM
TIO SHOWS UP TO
HELP
30-SECOND SPOT AIRS DURIN DICK CLA RK’S ROCKIN’ NEW YEAR’S EVE ONGABC
WRISTBANDS
ON TIO WRITES FACT
SCREEN
FADE UP TAGLINE ZOOM IN ON FACT,
DIGITAL BILLBOARD GENERATES 1.5 MILLION IMPRESSIONS DAILY IN TIMES SQUARE
600,000 DISTRIBUTED A MONTH OFFER ON-PERSON MESSAGING OVER MULTIPLE HOURS
PRINT AD 96% OF COLLEGE STUDENTS READ THEIR COLLEGE NEWSPAPERS REGULARLY
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GUERILLA T D EC A C A F T H IG E W
& NON-TRADITIONAL
LS
STICKERS INTERACT WITH ATHLETES TO ILLUMINATE FACTS ABOUT DRINKING
FACT REVEALING TOILET PAPER OUT OF THESE 10 WHO HAVE STDs, 6 CONTRACTED THEM WHILE DRUNK
WELCOME TO A BRIGHTER WORLD
10 WHO HAVE OUT OF THESE CTED THEM STDs, 6 CONTRA DR WHILE UNK
TOILET PAPER WITH TIO AND FACTS ENCOURAGE CREATIVE PARTICIPATION WITH THE USER
IGHTER WORLD
WELCOME TO A BR
DORM DOOR HANGERS PEER TIPS FRONT
MESSAGE BOARD
DRY ERASE SURFACE ALLOWS FRIENDS TO LEAVE MESSAGES BACK
Tip #9: Tip #89: Tip #9:
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.
ENERGY DR INKS HAVE Tip #56: STIMULAN A LOT OF TS DEPRESSA , WHILE ALCOHOL IS A NT YOU’RE SE . BY MIXING THE TW NDING MI XED SIGNA O, YOUR NERV LS TO OUS SYST EM, WHICH CAUSE HE ART CAN RELATED PROBLEMS .
Tip #56:
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DOOR HANGERS WILL REACH 1.6 MILLION ON-CAMPUS RESIDENTS. Tip #57: 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 #9: #35: Tip #73: Tip #89:
Energy drinks have a lot of stimulants, while alcoholEnergy is a drinks have a lot of depressant. By mixing the two,while you’re stimulants, alcohol is a sending mixed signals to your nervous depressant. By mixing the two, you’re system, which can sending cause heart - signals to your nervous mixed related problems. system, which can cause heart -
related problems.
Tip #90:
Tip #4: Tip #56:
Tip #57:
Tip #58:
Tip #30:
Tip #35:
Energy drinks have a lot of stimulants, while alcohol is a depressant. By mixing the two, you’re sending mixed signals to your Energy drinks have a lot ofnervous system, which can cause stimulants, while alcohol is a heart - related problems. Energy drinks have a lot of stimulants, while alcohol is a depressant. By mixing the two, you’re depressant. By mixing the two, you’re sending mixed signals to your nervous sending mixed signals to your nervous system, which can cause heart system, which can cause heart related problems. related problems.
Tip #42: Tip #6:
Tip #73:
Tip #48: Tip #17:Tip #90: Tip #4:
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 #58: Tip #6:
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 #48: 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.
PEER TIPS
Tip #3:
DRY-ERASE SURFACE WILL ALLOW FRIENDS TO WRITE TIPS FOR THEM
K RINR A W D T REICONS ST R O C RT PO
ILLUMICHART DEC ALS
GE 40% OF COLLE VE STUDENTS HA ED A EXPERIENCUT BLACKO
URINAL DECALS
WHEN URINAL GETS WET, FACTA IS REVEALED... YOU GET THE IDE BE FORE AFTER
21
INTERNET & VIRAL COLLEGE STUDENTS ARE CONSTANTLY PLUGGED IN THROUGH COMPUTERS AND MOBILE PHONES. WHEN THEY FIND SOMETHING THEY LIKE, THEY SHARE IT, CREATING A VIRAL PHENOMENON. TIO’S TIPS & BLOG
INTRODUCING MEETTIO.COM...
EVENTS
INCLUDING PROMOTIONS, PARTNERSHIPS AND PHOTOS
T E ME
STUDENTS CAN ASK TIO FOR SAFE DRINKING TIPS AND SHARE THEIR OWN
DOWNLOADS
EVENTS TIO'S TIPS BLOG DOWNLOADS
COLLEGE STUDENTS CAN ACCESS VIRAL VIDEOS AND GAMES
THE CENTURY COUNCIL
WHY DO DUMB THINGS?
THE CENTURY COUNCIL
WHERE STUDENTS ARE REDIRECTED TO TCC’S HOMEPAGE
WHY DO DUMB THINGS?
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?”
22
PROMOTIONS GOALS:
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
STRATEGY:
We will have two promotional events for College Students: GLOW IlluminArt 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.
WITH TIO AT GLOW, WHERE HE MADE HIS DEBUT!
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.
23
PROMOTIONS
W O GL 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: Fortune Teller read “drunk” horoscopes about the negative consequences of drinking 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 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 Mocktail Bar allowed Inexperienced Drinkers to measure non-alcoholic drinks as a reminder about alcohol and portion sizes
ILLUMINATION EMBEDDED IN ACTIVITIES
FISHING FOR CELL PHONES AT LOST AND FOUND
YOU’V BEEN AT A PARTY FO WHILE ANDEYO U FEEL LIKE YOU DRRANAK TOO MUCH ALCO HOL. IT’S A GOOD IDEA TO:
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.
24
A ) EAT SALTY FOODS; THE DRINK MORE WATER Y WILL ENCOURAGE YOU TO B ) EAT PROTEIN-RICH AND EFFECTS OF ALCOHOL FATTY FOODS TO SLOW THE C ) DRINK PLENTY OF WAT D ) STOP DRINKING AND CALER (BUT NOT TOO FAST) L IT A NIGHT
R:
ANSWE
ABOVE
THE ANY OF
IP #35
TIO’S T
INKING G OR DR T EATIN AND KEEPS A H T W ETTER ’T KNO OL TS DON S YOU FEEL B UMING ALCOH TUDEN S E MOST S THINGS MAK D AFTER CON N E NIGHT CERTAIN ER DURING A F E A SAF YOU SA TO HAV
SURE OSE, BE YOU CHO R E V E WHAT
AB n KN chapma dio on
ra
(.com)
ING VERTPISRIOR D A S U K P ON-SCAUMSED A WEE WA GLOW: and TO mpus on ca
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.
osted Fliers p oms ro dorm d on place r ads screens e n n a B D us LC camp LOW s red G u n-colo und camp o e n Large laced aro p letters rate buzz ne to ge age ent p ok ev o b e Fac
ILLUMINART CONTEST As 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: College Students upload submissions in the categories of art, design or creative writing to meetTIO.com
Winners in each category and overall winner announced on meetTIO.com on February 16, 2010
Pieces must follow the theme “Welcome to a Brighter World”: shedding light on the dangers of alcohol overconsumption
Winning artists’ work featured in college newspapers nationwide in April 2010 in conjunction with Alcohol Awareness Month, and each winner awarded $2,000 scholarship
IlluminArt advertised in college newspapers during December 2009
Student with most votes receives all-inclusive, 5-day trip to New York City to visit the Metropolitan Museum of Art with two friends
25
PR & PARTNERSHIPS GOALS
SAFE SHOTS SPORTS CLINIC
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
STRATEGY 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. h researc ge Primary at colle th e d e show e that th s believ athlete of dangerous n definitio mption of nsu overco twice the l is alcoho pted g. lly acce nationa of binge drinkin n io it n fi e d
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.
the
ba n
d!
THE WEEKEND BEFORE ST. PATRICK’S DAY I ATTENDED LUCKY YOU, A COMMUNITY EVENT AT ELMORE SCION IN ORANGE COUNTY. 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: 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
26
Flier for the event
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.
WHY SCION? Scion targets College Students and has loyal owners excited to participate in Scionbranded events. Scion is also willing to help the dealership pay for branded events. one effective messages, When asked about small tips that ’s hel pfu l are those student said, “What n’t know when I first should know but I did supposed ly eve ryone sta rted drinking.”
Y U
make your own luck at
Elmore Scion
Bumper Sticker for travel map
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: 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.
A non-traditional appr
oach to radio...
2,500 for the NCADD-OC!
The weekend raised $
27
PR PITCH PLAN VEHICLE
PITCH DATE
PUBLICATION DATE
EVENT
PITCH
Print *College Newspapers
*Local Newspapers
Aug. Dec. March
‘09 ‘09 ’10
Aug. Dec. March
‘09 ‘09 ’10
Glow IlluminArt Lucky You
April April Aug. Dec. April March
’10 ’10 ‘09 ‘09 ’10 ’10
April. April Aug. Dec. April March
’10 ’10 ‘09 ’09 ‘10 ’10
Safe Shots IlluminArt Glow IlluminArt Safe Shots Lucky You
April
’10
April
’10
IlluminArt
A unique campus event with carnival booths and dancing Students use art skills to illuminate facts of binge drinking Local Scion dealer and College Students Partner to fight binge drinking NCAA and Nike put on unique sports clinic Winner is announced, take a look at IlluminArt A unique campus event with carnival booths and dancing Students use art skills to illuminate facts of binge drinking NCAA puts on unique sports clinic Local Scion dealer and College Students Partner to fight alcohol overconsumption Local winner is announced for IlluminArt
Feb. March April
‘10 ’10 ‘10
March April April
‘10 ’10 ‘10
Lucky You Safe Shots IlluminArt
Scion dealer and Illuminate partner against binge drinking NCAA puts on unique sports clinic Local winner is announced for IlluminArt
Feb. March March March May
’10 ‘10 ’10 ‘10 ‘10
March April April April June
’10 ‘10 ’10 ‘10 ‘10
Lucky You IlluminArt Safe Shots IlluminArt Safe Shots
Scion and Illuminate partner to fight binge drinking College students create a brighter world with art NCAA puts on unique sports clinic College students create a brighter world with art NCAA puts on unique sports clinic
Feb. March March March May
’10 ‘10 ’10 ‘10 ‘10
March April April April June
’10 ‘10 ’10 ‘10 ‘10
Lucky You IlluminArt Safe Shots IlluminArt Safe Shots
Scion and Illuminate partner to fight binge drinking College students create a brighter world with art NCAA puts on unique sports clinic College students create a brighter world with art NCAA puts on unique sports clinic
TV
*Local News Stations
Radio
*Local Stations
(with at least 15% college student listeners)
Online ScionNews.net mtvU.com ESPN.go.com Google News Google News
* Varies by location
ND ONS A NS I T O PROM RELATIO IC PUBL IMELINE T
AUG.
GLOW 28
LUCKY YOU
SEPT.
OCT.
NOV.
DEC.
JAN.
FEB.
ILLUMINART CONTEST
MAR.
SAFE SHOTS SPORTS CLINIC
APR.
MAY.
ILLUMINART WINNERS ANNOUNCED
JUN.
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.
MEDIA INSIGHTS College Students who live on-campus drink more than students who live with their parents off-campus.
STRATEGY 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-topeer level, we focus primarily on non-traditional placements with select traditional placements including a large-scale TV event and college print publications.
ONLINE 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.
TELEVISION
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.
OBJECTIVES 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
BILLBOARD Billboard placed in Times Square during the month of December to coincide with New Year’s Eve
MOBILE 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
COLLEGE CAMPUS 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.
29
MEDIA BREAKDOWN ONLINE
COLLEGE CAMPUS
WEB SITES
COLLEGE NEWSPAPERS
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
STREAMING ONLINE VIDEO
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)
4-color inserts placed inside newspapers
MTV U
30 and 60-second spots on television networks just for college students, available 24/7
BUS SHELTERS
Ads placed on shelter walls of campus transit systems on 10 of the Top-40 college campuses with internal transit systems*
LARGE-SCALE DIGITAL MEDIA
30-second ads displayed on LCD media boards Projections 200 square foot projections placed on buildings, specifically on stadiums prior to major on-campus sporting events**
TELEVISION TV BROADCAST EVENT Dick Clark’s Rockin’ New Years Eve on ABC has consistently beat out the combined midnighthour programs on NBC, Fox and MTV 30-second TV spot will air during the broadcast
BILLBOARD TIMES SQUARE BILLBOARD MTV Billboard that receives 3-5 second onair bump shots during live New Year’s Eve celebration and MTV Unplugged throughout the month of December.
Digital Floor Mats 15-second spots with silent soundtrack placed in heavily frequented areas like bookstores
NON-TRADITIONAL
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
MOBILE CHA CHA MOBILE SMS ADVERTISING
Incorporate 90 -character text message ads into Cha Cha’s automated text message answer ser vice
NON -TR A “BUY” WDITITIONA L R ADIO AT LUCKY Y H KYSR 98.7 OU
30
Notebooks, with 3-full page dividers, distributed free on campus
GUERILLA
Executions on bike racks, lighters, urinals, lamp light covers, fence posts, straws, toilet paper, floor adhesives, gym signs, and refrigerator magnets.
•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
MEDIA PLAN
MEDIUM
PLACEMENT
MONTHS
Heavy Drinking Periods
CPM ($)
AUG SEPT OCT NOV DEC JAN FEB MAR APR MAY JUNE IMPRESSIONS COST 2009 2010 /1,000,000 /1,000
ONLINE Social Networking Sites Facebook MySpace Youtube College Humor Photobucket Flickr
Banner, Fan Page Video Player Sponsorship Video Player Sponsorship Banner, Skyscraper, Leaderboard Flash Game Flash Game
11 7 6 6 6 6
10 15 15 10.65 10.65 10.65
33 6 5 6 6 6
330.0 105.0 90.0 63.9 63.9 63.9
Hulu ABC
In-Stream 15s & 60s; banner In-Stream 30s & 60s
8 7
26 35
17.5 14
520.0 490.0
MTV Pandora ESPN That Guy
Video Player Sponsorship Branded Radio Station; Site Skin Banner, Skyscraper, Leaderboard Banner, Skyscraper, Leaderboard
5 5 6 6
15 20 14.6 10.65
5 10 12 6
75.0 200.0 175.2 63.9
Yahoo Google Gmail CNN NYT Dictionary.com Sparknotes College Websites
Yahoo Answers Adwords Adwords Banner, Skyscraper, Leaderboard Banner, Skyscraper, Leaderboard Banner, Skyscraper, Leaderboard Static Skyscraper Banner
9 11 11 4 4 5 5 6
10 10 10 14.63 14.63 10.66 10.60 20
9 16.5 16.5 4 4 5 2 12
90.0 165.0 165.0 58.5 58.5 53.3 26.5 24.0
0.2
70
10
700.0
HD Digital Billboard 30s • 38’x25’
1
70
15
100.0
90 Character Text Message
11
15
11
165.0
4-Color Inserts 30s & 60s Spots Double-Sided Walls
6 11 7
50 6 30
12 22 15
600.0 132.0 450.0
4 20 4 13.33 5 15 0.16 40
15 4 15 9 32 1.6 13.2 4
60.0 80.0 60.0 120.0 160.0 24.0 2.1 160.0
5 10 6.14 7 10 8 20 4 15 3 18 20
6 1.6 6 6 6 6 6 9 6 18 6 8
30.0 16.0 36.8 42.0 60.0 48.0 120.0 36.0 90.0 54.0 108.0 160.0
Online Television
Entertainment Sites Resource Sites
TELEVISION ABC New Years
BILLBOARD
Time Square
30s Spot
MOBILE ChaCha
ON CAMPUS Traditional Newspaper MTV U Bus Shelters
Non-Traditional Digital Floor Mats Projections LCD Media Boards Coffee Cup Sleeves Notebooks Dorm Door Hangars Wrist Bands Post Cards
15s Spot • 43”x50” 30s Spot • 200 ft² 15s HD Plasma Screens 42”x61”Heat Sensitive Ink 3 Full Page Dividers Full Color Doble-Side • 4.25”x11” 4-Color, 1“x10” 4-Color Double-Side • 4.5”x6”
5 4.2 5 6 4 4 11 3
Bike Racks Dorm Lights Mens Restroom Womens Restroom Weights in Gym Lighters Stairs Scantrons Fence Straws Fridge Magnet Bus Step
Spray Paint Takeover Sticker Cling-ons Color Change Sticker Cling-ons Toilet Paper Sticker Cling-ons TIO Branded Sticker Cling-ons Packaging Sticker Cling-ons TIO Branded Magnets • 2”x3” Sticker Cling-ons
3 4 4 4 4 3 3 3 3 6 3 4
Guerilla
TOTAL
Teaser
On 10 campuses with stadiums
458,900 $6,711.5
31
EVALUATION, BUDGET & PITCH HE Y TIO!
of our journey with you. It’s It looks like we’re coming to the end is our last letter to you, but we a little bittersweet for us since this d we’ve already done. We surveye wanted to remind you of all that lege Col states, interviewed 100 over 4,000 College Students in 50 ducted six pre-testing focus con Students and professionals, and group. groups and one post-testing focus e: you and your safe drinking messag Participants were very receptive to . He’s older and experienced and “TIO doesn’t feel condescending I’d take advice from him.” e because it’s not trying to tell you “I think [Illuminate] is most effectiv t and not trying to be preachy… what to do directly. It’s giving a fac It’s the most realistic to me.” r e was founded on four pillars – fou More than just research, Illuminat life to t ceived but also brough big events – that we not only con nity. mu com both on campus and in the il’s values at the Warlocks 1. We expressed The Century Counc after receiving the case s day and Witches Ball less than 30 study. for merging research and 2. We developed a new method creative with Rompe. kers at Chapman with 3. We illuminated Inexperienced Drin GLOW.
Lucky You, and they 4. We par tnered with Elmore Scion at oholism and to the National Council on Alc donated $2,5 00 Drug Dependence.
sible without your help, TIO! None of this would have been pos made quite a positive impact You and Illuminate have already pman University, and we are on College Students here at Cha ke a difference nationwide as confident that you could really ma well.
Chris, Amy, Kat & CIRCLE ADVERTISING
32
ANA LYSI POST-TESTING
S:
Illuminate’s To measure s we will: effectivenes ts at the Su rvey studen ges before Top -4 0 colle inate and after Illum awa reness about thei r er s of of the dang ing alcohol um ns overco ance at Track attend events ique visits to Calculate un meetT io.com
MEDIA ONLINE
BBU UDDGGETE T
Social Networking Online Television Entertainment Resources
TELEVISION BILLBOARD ON CAMPUS
Traditional Non-Traditional Guerilla
MOBILE PROMOTIONS
GLOW IlluminArt
PUBLIC RELATIONS Lucky You Safe Shots
PRODUCTION
Spots Ads/Executions Web Site
COMMISSION CONTINGENCY TOTAL
$6,711,500 3,097,600 716,700 1,010,000 514,100 856,800
700,000 100,000 2,548,900 1,182,000 666,100 800,800
165,000
$1,150,500 1,160,000 10,500
$358,000 310,000 48,000
950,000 400,000 450,000 100,000
$200,000 $609,998
$10,000,000
CIRCLE ADVERTISING & SPONSORS
MY FRIENDS AT CIRCLE ADVERTISING: Account Directors
Promotions
Amy Owenby Chris Helvajian Kat Rogers
Alyssa Aoki Amy Chase Chelsea Phillips Elyse Mueller Meryl Griesedieck Shawna Vinovich
Research Katie Armitstead, Research Director Jon Blomgren, Traffic Director Alissa Lentz Amanda Clark Andy Whalen June Kim Katie Jelinek Lexi Vanni Matt Nagel Nick Dudgeon
Creative
Advisor
Cory O’ Connor
Public Relations Min Shin, Department Head Anna Duffy Ashley Coffey Brandon Vaughan Emma Davis Nathalie Con Samantha Henrie Samantha Roper
Andreas Robichaux, Executive Creative Director Brian Chandra, Creative Director Kimmy Kirkwood, Creative Director Kate Eglen, Book Designer, Illustrator Simon Blockley, Book Designer Jeremy Graham Kristen Kubiak Matthew Dekneef Rain Fingerhut Tim Han
Media
Emily Lavender, Department Head Ashley West Chelsea Levy Erin O’Brien Zach Reusing
Sponsors Al Silbereich Bernadette Mikel Bobbie & Warren Goldstein Brian B. Macdonald Carmen O. Perez Dave and Lori Kunz Frances & Porter Neu Fred Wolf Films Gary & Marcy Lavender George & Sherrel Gonzales James& Elaine Bernard Jane E. Clayton Jean d. Gasperini John & Holly Kerfoot John & Janet McDaniel Judith & David Kirkley JW Smith & Susan Runowicz-Smith Kaplan Family Karl David Fairchild Kerry S. & Elaine M. Robichaux
Kevin & Julia Caulfield Maldonado Heating and Air Conditioning Martin Marius Mikkelsen Michael & Holly Soter Michael & Kris Tacsik Mike and Kelly Clark Mr. and Mrs. Seymour S. Segal Nadine & Steven Lavender Paul & Ann Nagel Paula Fairchild Bob Bassett Renee M. Carter Daniele Struppa Richard & Angela Eglen Janell Shearer Robert & Rosalind Davis Scottie’s Smokehouse Jerry Price St. Mary Magdalene Church Judy Elmore Thea K. Barrett Kevin Mardesich Tim & Pamela Coffey Ray Roschmann Tim Han MK Printing Victor M. Feld D.D.S. Inc Vinovich & Associates
Special Thanks