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
• 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
Problem Identification
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Binge drinking/ overconsumption of alcohol
Drunk driving
21st birthday celebrations
Suicide, violent crime, assault
Rape, sexual irresponsibility
Survey Results
Targets : College Students
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40% college students binge drinking
Age: 18~23 years old
Gender: males (50%), females (39%)
Race: White (44%), Native (41%),
Hispanic (31%), Asian (23%),
African-American (23%)
Targets : College Students
• Reasons for binge drinking
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Away from home
Peer pressure
Celebration
Relaxation
Boredom
Social purposes
Psychological problems
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%)
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)
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
Communications Plan : Objectives
5
5. Alcohol-free alternatives in one year
30
4. Taking active steps
to changing their lifestyle
50
3. Finding alternatives ways to
substitute binge drinking
60
2. Finding alternatives ways to
substitute binge drinking
90
1. The negative effects of binge drinking
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
Communications Plan : Strategies
• Objective Three
– Alternatives to binge
drinking
• Objective Four
– Promotional events
– Celebrity endorsements
• Objective Five
– Specific events
– Programs and activities
Communications Plan : Tactics
• Tactic One
– Commercials on CBS,ABC, and NBC also MTV
– Post billboards
– Host promotional events
• Tactic Two
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“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
Media : Traditional
• Television
– CBS, NBC, ABC, MTV
– 30 seconds
• Radio
– National, local, and
university radio stations
– 15 seconds
Media : Traditional
• Billboards
Media : Traditional
• Internet
– YouTube, Facebook, Myspace
– NY Times, LA Times, CNN, USA Today
• Direct mail
– Pamphlets, promotional events
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
Media : Non-traditional
• Documentary - 3 stories
1. Male basketball player
2.Freshman female sorority girl
3.Female honors student, 21st birthday
Media : Non-traditional
• Slam-dunk contest
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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
Media : Non-traditional
• YouTube video contest
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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
Budget
EXPENSE
TV
Radio
Billboards
Internet
Direct Mail
Slam-dunk contest
Documentary
Exhibit
YouTube Video Contest
Employees
R&D
Misc
TOTAL
COST
4,000,000
50,000
1,000,000
50,000
500,000
500,000
500,000
500,000
500,000
500,000
1,000,000
900,000
10,000,000
Creative Plan : Big Idea
• “Real college, Real life”
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Own experience is the best medium
College is not an excuse
Other alternatives
“Classy drinking”
Creative Plan : College Students
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Sports events, celebration/socialization
Documentary, drunk-driving exhibit, video
contest
Problem: 75% drive drunk (surveyed)
Creative Plan : Faculty
• Not a joking matter!
• Plans
– Educational seminars
– Mandatory alcohol
awareness courses
– Guest speakers
– Informational
materials
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
Creative Plan : Final Goal
• Can still have fun
• Can still drink
• As well as remember
the night before!
• “Real College, Real Life”
= Classy drinking,
not binge drinking
Evaluation
• Timeframe
– Pre-test and post-test (O1 X O2)
• Qualitative and quantitative analysis
– Specific measures and surveys
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
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
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
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
Thank you !!