Kai, Shannon, Taylor, Hannah Team One

BACKGROUND ●  College-aged women are using tanning beds

PURPOSE AND FOCUS

●  Improve awareness ●  Reduce the use of

tanning beds

TARGET AUDIENCE

●  College-aged women between the ages of 18 and 22 at UIUC

SITUATION ANALYSIS

Reduce the amount of college-aged women between the ages of 18 and 22 who use tanning beds at UIUC from 42% to 37% by the end of December 2015.

SMART GOAL

OVERALL FINDINGS

●  Understanding of risks ●  Fear of being “too tan” ●  Social pressure

BARRIERS

●  Wanting to look pretty ●  Preparation for events ●  Social pressures

BENEFITS

●  Avoid sun-damage/wrinkles ●  Price

COMPETITION

●  Tanning Salons ●  Media

POSITIONING STATEMENT

We want college-aged women to feel that the majority of women on campus are not using tanning beds and they should also not.

SOCIAL NORMS THEORY

MARKETING MIX: PRICE

●  Non-monetary: Pledge system benefits ●  Monetary: Local discounts

MARKETING MIX: PLACE ●  Posters throughout campus ●  Computers for registration ●  Sign pledge online

MARKETING MIX: PROMOTION

●  “Natural Skin Is In” ●  Flyers, social media, emails, giveaways

MARKETING MIX: PRODUCT

●  Healthy skin ●  Being “in the norm” ●  Convenience

CORE PRODUCT

ACTUAL PRODUCT - Natural looking skin

MARKETING MIX: PRODUCT

ACTUAL PRODUCT

●  Keychain ●  Emails

AUGMENTED PRODUCT

MARKETING MIX: PRODUCT

MONITORING/EVALUATION PLAN

BUDGET

IMPLEMENTATION PLAN

●  PHASE ONE: VISUAL AWARENESS ●  PHASE TWO: BUILDING PARTNERSHIPS ●  PHASE THREE: SOCIAL MEDIA ●  PHASE FOUR: PLEDGE DRIVES