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projectvolition Competitive analysis & Industry Analysis 2 brand analysis, SWOT & target market 3 creative brief 4 Creative timeline & research 6 measurement 7 Works cited 8 Thank You 9
This is Project Volition. The university administrators' guide to support Projekt V's initiatives among students.
Competitiveanalysis In comparison to other alcohol education programs adopted by universities and colleges, Project Volition takes an alternative approach by separating students and administrators. This is crucial because students are turned off by authority figures and messages sent by them. Here’s the competition and here’s why administrators who support Project V will find success on their campuses.
INDUSTRY Analysis
facts on tap
BASIC
This program utilizes students and
Driven by administrators, BASIC provides
While there is a wide variety of
educators simultaneously to enhance
counseling for students who engage in risky
alcohol education programs
alcohol-prevention efforts on college
drinking. The program includes meetings
targeting college students, only a
campuses. Efforts include providing alcohol
with counselors to better understand
handful are effective. Few programs
facts, counseling and support for alcoholics.
drinking habits. Data shows the program
speak to students in a voice that
There are 100+ Facts on Tap programs in
has decreased drinking frequency and
resonates. Projekt V does. It moves
nine different states.
alcohol-related problems by 2%.
students, and provides an innovative program that encourages them to
healthy expectations
alcohol.edu
Encourages college administrators to buy
The program requires incoming students
into the program, whose goal is to change
to take an online course on alcohol
the drinking culture on college campuses.
and substance abuse, which strives to
The program strives to change student
prevent harmful over-consumption and
expectations, social norms and promote
drinking-related accidents on campus.
proactive life-health planning. Data shows
It shows positive effects in reducing the
that Healthy Expectations lowered
consequences of over-consumption, despite
self-reported rates of alcohol abuse, but
it being an administrator-driven campaign.
it does not show permanent change in students’ perception of others’ drinking habits.
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make Projekt V their own.
brandAnalysis The Century Council is a recognized and highly
respected organization among
college administrators. A campaign sponsored by The Century Council will deeply resonate with administrators because it gives credibility to the cause. A major strength of The Century Council’s mission is that most colleges and universities are required to implement an alcohol education program.
strengths
weaknesses
• Strong brand awareness
• Current programs are
• High level of credibility among
• Funded by distillers, which
• College drinking is a popular topic
• Not promoting zero tolerance
among college administrators
college administrators
ineffective on campuses
portrays a conflict of interest
Projekt V gains support by leveraging The Century Council’s name.
target market The administration
the Supporters.
College and university administrators are key stakeholders in Project Volition’s movement. They have the power to allow Projekt V on their campuses.
opportunities
threats
• The Century Council is
• Overconsumption is an
actively seeking a new approach to reach students
• Very low brand awareness among students
• Focus on responsible
consumption versus abstinence
• New and existing partners will be easily accessible because of the current economic situation
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expected ritual in the college experience
• Alcohol education programs have low success rates on campuses
• Current reputation of other
alcohol education programs
• With a weak economy budget-cutting is at an all-time high
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creativebrief Project Overview
with them relate to them
Your students are
Reason for Believing
Project Volition informs Supporters of Projekt V
Supporters are the crucial link that makes
and is the quiet force that makes Projekt V a
the Movers successful in bringing Projekt V
success on college campuses.
to their campus.
Target Audience
Creative Objective
Supporters. All on-campus influencers who
To create an intriguing campaign that
interact with students.
harnesses the credibility of The Century
Current Perceptions
Council while supporting Projekt V.
Supporters cannot change students’
Tone and Brand Personality
drinking behaviors; they can only provide
Project Volition graphically expresses the
support and facts on how to drink safely.
power of the movement with an engaging,
What We Want Them to Think
yet matter-of-fact approach and a color
Through Project Volition, Supporters are the
Connect
palette reminiscent of Projekt V.
trusted resource for students who join the
Brand Positioning
movement toward individuality.
Project Volition is the supporting voice of
discovering themselves
Support the movement W e wa n t to b e a part of their
discovery We want to bridge the gap between who they are
and who they
want to b e We want a long-term
relationship
insights that encourage successful Projekt V
A path to
initiatives on their campus.
w e wa n t t o d o t h i s
reason, providing Supporters with tactical
self-discovery
together
T h at i s w h y
we are here
project-volition.com Sponsored by The Century Council
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project-volition.com
Empower
them
Foster
them
We are
I n s p i r e
inspiring
t h e m
Motivate them
students
Yo u r
st i m u lat e yo u r st u d en ts
Your students are
to change the world
students
who have the power
smart We want to
We want to invest in
speak to their
your students
support
support
the movement i n t elli g en c e
the movement we want to intrigue
W e wa n t to g i v e t h em
your students
the power to make
We want to show them that
their own decisions
values are not dead
the right decisions
W e wa n t a wo r ld w i t h
w e wa n t t h em to k n ow
alternatives
they are not alone
T h at i s w h y
That is why we are here
we are here
project-volition.com
project-volition.com
Sponsored by The Century Council
Sponsored by The Century Council
These advertisements will be placed in higher education publications such as Chronicle of Higher Education and Diverse Issues in Higher Education.
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creativetimeline
project volition will run from JUne 2010 to May 2011 and will consist of three phases.
PHASE 1
research
OBJECTIVE: To gauge message effectiveness and tactical likability.
Objective
Copy testing
tactical Testing
Focus Groups: Veritas conducted focus groups
Phone Interviews: Veritas called college
administrators by the end of August 2010.
administrators on every campus from our 10
ADVERTISEMENTS
with administrators to test message effectiveness. Specifically, we wanted to know the following: • Were the advertisements visually appealing? • Was the message clear?
selected campuses to discuss potential guerilla executions. All administrators who returned our calls showed significant support for Projekt V’s guerilla tactics.
• Would administrators look into implementing Projekt V on their campuses?
To build brand awareness by 25% among
Project Volition places traditional print ads in relevant higher education publications. The message to Supporters is straightforward and encourages them to learn more and join the movement.
press kits Project Volition sends press kits to university
findings
administrators at selected colleges, which
• Because of the high credibility of The Century Council, universities responded favorably to the message
• Administrators understood why Project Volition must be separated from Projekt V
• Administrators are more willing to adopt programs that are headed by student organizations
• Advertisements stood out to administrators because they were more striking than current alcohol education advertisements
• Strong support of “Brains Away” tactic with prior notification
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Knowing the project
project-volition.com
encourages them to look at the website for more information.
conferences Project Volition representatives speak about Projekt V at administratrator conferences specific to promoting student development.
Measurement Tracking Phase 1 Objective Distribute a survey through an email blast to 100 randomly selected college administrations in the United States. Tracking Phase 2 Objective Monitor web site traffic and the number of email blasts sent out per semester.
PHASE 2
PHASE 3
Being a part of the project
actualizing the project
Objective
Objective
Create 10 Projekt V interactions among
Keep administrators up-to-date on
administrators on targeted campuses by
Projekt V happenings, and its progress.
Tracking Phase 3 Objective Monitor the number of distributed e-newsletters.
the end of the 2010 school year.
website
quarterly newsletters
The Project Volition website provides
Administrators and current partners will
Supporters with information on Projekt V,
receive an update every quarter regarding
how it affects their campus and insights
Projekt V’s updates and accomplishments.
on students’ motivations and drinking
The newsletter will showcase all contributions
habits. Project-Volition.com also has a
made and highlight partnerships, donations
press room and an online forum, which
and any recognition Projekt V has received. It
allows administrators and faculty to
will also solicit future donations from partners
connect with one another and speak
to ensure that the 25% increase in
with Brand Ambassadors.
budget is met.
email blasts Project Volition sends email blasts to administrators before big events on campus in order to keep them informed on Projekt V happenings.
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WorksCited http://www.asu.edu/ http://www.colorado.edu http://www.dove.us/#/cfrb/ http://www.duke.edu/ http://www.hsph.harvard.edu http://www.lsu.edu http://nationalpsychologist.com/articles/art_v9n5_3.htm http://www.northeastern.edu/neuhome/index.php http://www.ou.edu http://www.montanameth.org/ http://www.protectthetruth.org/truthcampaign.htm http://www.purdue.edu/ http://www.stopimpaireddriving.org http://www.umass.edu/ http://www.uoregon.edu/ http://www.usc.edu http://www.washington.edu/
Anonymous (April 2002). What Peer Educators and Resident Advisors (RAs) Need to Know About College Drinking. Retrieved January 9, 2009, from http://www.collegedrinkingprevention.gov/NIAAACollegeMaterials/peerBrochure.aspx Bright, S. (May 2008). Cigarette smoking among young adults: Integrating adolescent cognitive egocentrism with the transtheoretical stages of change model. Australian Journal of Psychology, vol. 60, iss. 1, 18-25. Retrieved January 8, 2009, from EBSCOhost. Donohue, B. Allen, A. Maurer, A. Ozols, J. & DeStafano, G. (June 2004). A Controlled Evaluation of Two Prevention Programs in Reducing Alcohol Use Among College Students at Low and High Risk for Alcohol Related Problems. Journal of Alcohol and Drug Education, vol. 48, iss. 1, 13-35. Fact Sheet: Binge Drinking on College Campuses. (March 2000). Alcohol Policies Project. [Advocacy for the Prevention of Alcohol Problems.]. Retrieved December 22, 2008, from Center for Science in the public Interest Website: http://cspinet.org/booze/collfact.htm Larimer, M. (1999). Relapse Prevention: An Overview of Marlatt’s Cognitive Behavioral Model. Alcohol Research and Health, vol. 23, iss. 2, 151-160. Retrieved January 9,2009, from Proquest. NSAC Case Study 2009 Presley, C. Meilman, P. & Leichliter, J. (2002). College Factors That Influence Drinking. Journal of Studies on Alcohol: College Drinking, What It Is, and What To Do about it: A Review of the State of the Science, Supplement No. 14 (March 2002), 82-90. Vicary, J. and Karshin, C. (Spring 2002). College Alcohol Abuse: A Review of the Problems, Issues, and Prevention Approaches. Journal of Primary Prevention, vol. 22, iss. 3, 299-331. Wechsler, H., Ph.D., & Nelson, T. F., SC.D. (2008). What we have learned from the Harvard School of Public Health College Alcohol Study: Focusing attention on college student alcohol consumption and the environmental conditions that promote it. [Data file]. Retrieved January 10, 2009, from http://www.hsph.harvard.edu/cas/ Wolburg, J. Overview of Student Binge Drinking. Marquette University, Advertising Campaigns. Milwaukee, WI. February 22, 2009 Wolburg, J. (2001). The “Risky Business” of Binge Drinking Among College Students: Using Risk Models for PSAs and Anti-drinking Campaigns, Journal of Advertising. vol. 30 iss. 4, 23-40.
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ThankYou Dan Augustine. For his inspirational expertise, pushing us beyond what we knew was possible, and great sense of humor.
Dr. Jean Grow. Our fearless advisor, for putting up with our
incessant phone calls, believing in us and motivating us to live up to our potential.
Erin Lazaar. Who helped us connect to university administrators. 5 ) &
Maureen Lewis. Her insights, willingness to help, and knowledge of the industry.
for providing us with the best service we could ever ask for.
Marquette Facilities Service. For their kindness and work in making the creative's Cave a home.
Veritas
Provost John Pauly. Who without, this course wouldn’t be what it is today. Judy Reinders. Who graciously helped with off-site copy testing, Dale Shidler. The design instructor and critique master extraordinaire. Phil Vollrath. For his careful assistance with our edits. Dr. Joyce Wolburg, Department Chair. For her insight on consumption patterns.
Ryan Zaar. For his dedication to the craft and constant critiques, even
if we did not want to hear them. Our campaign is better because of it.
Kim Zawada. For giving the creative team unlimited access to the
Ali Babineau Kristen Beat Anna Bradbury Brianna Brilowski Brenda Campbell Patrick Coan Stacie Cwik Kari Dunham Julia Evans Ashley Fait Danielle Fuentes Libby Gannon
Kari Grundman Megan Guilfoyle Taylor Hanson Monse Huerta Keith Jamerson Sara T. Johnson Edson Juarez Kristyn Juza Jacquelyn Kacala Sara Kekula Katie Kelly Maggie Kelly
Tim Kirberg Kevin Kozicki Erin Kuecker Sarah Lowendick Brittany Mack Wesley Matthews Kellyn McNaught Colleen Moore Steve Novak Jennifer Overell Mary Therese Pembroke
Jaclyn Poeschl Annie Rehage Veronica Rodriquez Megan Sajdak Lynn Sheka Laura Stanelle Jen Stopka Rachel Ward Hayley Wolf Jessica Wright Kim Young
Cave until the wee hours of the morning.
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