NSAC: Century Council

WELCOME TO A BRIGHTER WORLD

-SHARON SALZBERG

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.”

“

We are Circle Advertising, Chapman University’s student-run

advertising agency, and we thought we would start by telling

you a story…

Every so often you stumble across a person, and you

can immediately tell there’s something about him.

Something special. Something that draws you toward

him. Like a bright light in the darkness, you can’t resist.

So you follow him. For us, this person is The Illuminated

One.

The Illuminated One, or TIO, as his friends call him, is

many things, but ordinary isn’t one of them. He’s been

an inspiration to us; a guiding light in our campaign

against dangerous overconsumption of alcohol. TIO

brings the voice of experience, and he has become a

crusader in the fight for change on college campuses.

He is like our older brother, looking out for us and

equipping us with the facts we need to make our own

choices, but he never undermines our ability to decide

for ourselves. He never judges, condemns or looks down

on us. His concern is genuine. TIO’s experience-rich life

allows him to illuminate College Students across the

nation.

The following is a diary TIO kept of our communications

with him regarding our common goal of battling

dangerous overconsumption of alcohol among

College Students.

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.

TABLE OF CONTENTS

TIO’S MANIFESTO:“

1

”

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

2

WARLOCKS & WITCHES BALL

HEY TIO!We haven’t heard from you in a while and

wanted to drop you a line. How’s your traveling

been? When you get back we’d love to hear all

about it!

Here at Chapman, we’ve been hard at work

building a campaign for The Century Council

(TCC) that combats dangerous overconsumption

of alcohol. Less than thirty days after we received

the campaign case study, our team, Circle

Advertising, hosted the third annual Warlocks and

Witches Ball at Marion Knotts Studios.

The Ball kept TCC’s goals in mind by bringing

students together in a fun, alcohol-free

environment. This year, 390 College Students

attended.

Before the BallWe saw the Ball as a great opportunity to remind

students of the dangers of overconsumption of

alcohol and perform primary research at the

same time. We set the theme as a 1920’s murder

mystery, a “whodunit” with a surprise ending.

The Ball began when we introduced fictional

1920’s celebrities who were the suspects. Guests

were then ushered through the hallways toward

our sound stage and most importantly, our

Century Council room.

Come on in!Guests stopped by The Century Council room for

refreshing root-beer floats served from behind

our non-alcoholic bar. We invited guests to walk

a straight line while wearing beer goggles which

simulated a .08 BAC. They quickly discovered

how difficult simple tasks become while

“intoxicated.”

Students left The Century Council room with a

different perspective on drinking, and with a

business card containing the Web address for a

blog we created with pictures, videos and real

stories from young adults about the negative

consequences of overconsumption (check it out

at drinkdiary.wordpress.com).

The Plot ThickensOnce all of our guests assembled in the Grand

Ballroom, the murder mystery continued. Guests

asked questions of the suspects and mingled with

each other to discover “whodunit”. Guests cast

their ballots, and we revealed the murderer.

Guests were stunned to learn that the crime was

committed by the suspect who chose to drink

and drive at the event. After a few words about

the dangers of overconsumption of alcohol, our

DJ took the stage and the dance party started.

Students mingle

on the dance floor

on t

he r

ed

car

pet

That’s All She Wrote... AlmostWith the Warlocks and Witches Ball we showed College Students the dangers of overconsumption of alcohol, and provided a safe environment where students could have a good time without drinking… 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 alcohol secretly stowed away, ironically, in our own Century Council room.

We had a lot to learn!

With this incident we saw firsthand 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 your help with the rest of our campaign. You know exactly what we’re up against, and with your knowledge, maybe you can help us shed a little light on the problem.

Sincerely,

Chris, Kat, AmyACCOUNT DIRECTORSCIRCLE ADVERTISING

JONNIE KING

BUDDY FIDEL

IVY FRITZ

MAXIE ROZELLA

BURT MAJORS

THE SUSPECTS

Revealing whodunit!

3

Moderate Drinkers: Tertiary Audience

These more-experienced drinkers have adopted safer drinking habits, but may occasionally need reminders not to dangerously overconsume.

Inexperienced Drinkers : Primary 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.

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.

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:

THIS JOURNAL, THIS COLLECTION, IS FOR THOSE I KNOW I CAN HELP.

1. 3.

2.

TARGET MARKETS:

Inexperienced Drinkers are the sweet spot!

4

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.

Barrier of Image Distortion: College Students often perceive their drinking behaviors to be different than they actually are.

Barrier of Immortality Complex: College Students are concerned with immediate physical consequences, like throwing up. Long-term effects, like alcoholism or liver disease, seem surreal and do not resonate. Death is not in College Students’ realm of possibilities.

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.

Create a non-traditional, $10 million campaign to

combat dangerous overconsumption of alcohol

by College Students

Use initiatives that can stand alone or in

conjunction with each other

Use initiatives that can be applied nationally and

locally

Define dangerous overconsumption of alcohol in

the terms of College Students

Break down the Three Barriers that currently

prevent College Students from being receptive to

messaging about overconsumption

Give College Students relevant, useful facts about

alcohol consumption and its consequences

Empower College Students to make safe choices

when it comes to drinking

Effect long-term change in drinking behaviors

among College Students

Raise awareness of the dangers of

overconsumption among College Students by 15%

Generate over 250,000 unique views at meetTIO.

com during the 11-month campaign period

Garner participation of over 25,000 College

Students in online and live promotional and public

relations events

5

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.

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.

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.

$10 Million

CAMPAIGN STRATEGY:

PROMOTIONS:

PR & PARTNERSHIPS:

BUDGET:

THE TASK

GOALS

OBJECTIVES

PROMOTIONS

PR

PRODUCTION

CONTINGENCY

COMMISSION

MEDIA

6

RESEARCH

FATE SMILED UPON ME, RECONNECTING ME WITH CIRCLE ADVERTISING.

OBJECTIVES:Discover psychographic and behavioral insights about College Students and the factors that influence their drinking habits

Generate over 4,500 research impressions

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

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.

pouring...

and pouring...

and done!

PORTIONS FOCUS GROUP

MAN ON THE STREET

7

PRIMARY RESEARCH: SECONDARY 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

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.

PORTIONS FOCUS GROUPWe 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

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

WE SET OUT TO BECOME EXPERTS ON COLLEGE STUDENTS AND THEIR DRINKING BEHAVIORS.

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.

88

SECONDARY RESEARCH

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

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.

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.

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.

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.

*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.

1.

2.

3.

4.

HEALTH COMMUNICATION INSIGHTS*

99

DEFINITION & SWOT

MORE THAN A NUMBER...

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.

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.

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.

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.

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.

Because after all, College Students believe that overconsumption is “different for everyone.”

STRENGTHS

SWOT ANALYSIS

TCC’ s messaging reaches a large demographic

Current messaging reaches a variety of influencers in the community (e.g. law enforcement officers, school administration)

TCC has numerous partners

WEAKNESSESExisting alcohol awareness initiatives often do not motivate College Students to change drinking habits

Current initiatives’ messaging tone is not always relatable for College Students

OPPORTUNITIESNew media outlets, such as social networking and mobile communication

Ineffective college alcohol awareness programs leave room for growth

Peer-to-peer messaging

Partnerships with brands and organizations that have a strong appeal to College Students

THREATSAlcohol advertising is effective

Trends such as drinking games, themed parties, pre-gaming and energy drinks

College Students ignore long-term consequences of their drinking

According to a

study by the CORE

Institute, 63% of

College Students

reported having had

a hangover, and 54%

said they got nauseous

or vomited as a result

of their drinking in the

past year.

Many upsetting, embarrassing and even dangerous incidents are perceived as sexy, funny and exciting, emphasizing the students’ disconnect with what actually

happened the night before*

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 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.

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.

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.

3.

2.

hey wassup gurl?

i am... so chill

10 *Primary research insight

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

Usually keeps drinking under control, but overconsumes to unwind when stressed

11

TARGET MARKETSCollege 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.

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.

Everything we’ve learned has pointed to one truth: College Students need relevant and helpful advice about drinking no matter their own experiences and perceptions about alcohol.

That’s where I come in…

She’s energetic with an active social life

Loves her uniqueness, but wants to be accepted by her sorority sisters

Has tried alcohol, but is hesitant to drink at parties

Doesn’t know her limits but feels pressure from peers to discover them

RECEPTIVE TO MESSAGES INTRODUCING DA I LY

CONSEQUENCES OF OVERCONSUMPTION & HAS GREATEST POTENTIAL TO DEVELOP SAFE DRINKING

HAB ITSRECEPTIVE TO MESSAGES EXPRESSING CONCERN FOR HIS SAFETY & NEEDS ENCOURAGEMENT TO ADOPT SAFER DRINKING HABITS

RECEPTIVE TO MESSAGES THAT REINFORCE AND

REMIND HIM OF SAFE DRINKING BEHAVIORS

MEET JESS SOLANO:INEXPERIENCED DRINKERPRIMARY AUDIENCE: (16% of College Students)

MEET AARON FEISS:MODERATE DRINKERTERTIARY AUDIENCE: (54% of College Students)

MEET KYLE “THE BUS” NUSSBINGE DRINKERSECONDARY AUDIENCE: (25% of College Students)

dannyaaron

PERCEPTION

REALITY

INVINCIBLE

jessica

danny

aaron

PERCEPTION

REALITY

INVINCIBLE

jessica

danny

aaron

PERCEPTION

REALITY

INVINCIBLE

jessica

He loves to drink and any time’s a good time for it

Has active social life centered solely around partying and believes this is normal behavior

Sees college as a time to “celebrate” and “let loose,” but he can still be responsible

Knows his limits, but is unconcerned if he goes way past them

12

ROMPE!

HEY TIO!

After accumulating our research, we created

Rompe (pronounced rom-pay), a new

method to produce the driving force behind

our campaign: the Big Idea. Rompe comes

from the Spanish word “to break.” We use

Rompe to break ideas down.

We filled three separate rooms with 3’ x 6’

Rompe boards containing the most important

trends and research on public relations,

media, creative, and promotions and

condensed them to find arrive at our Big Idea.

On the night of Rompe, we split our team

into three groups and carefully analyzed the

information on the boards.

Chapman University’s Chancellor, Daniele

Struppa, and Dean of Students, Jerry Price,

participated with us in detailed discussions of

our research. Their insights helped us to see

the issue of overconsumption from an outside

perspective.

Afterward, we led discussions with our team to

glean their insights. From these, we began to

build our campaign.

DRINKING IS BAD

TARGET IS ALWAYS TALKED DOWN TO

NORMS

ROMPE!

VISION

GIVE THEM TOOLS TO MAKE BETTER DECISIONS

BE EMPATHETIC,PERSONAL, RELATABLE AND ORIGINAL

DON’T SAY NO TO THEM

Everything is big and in your face, and the

[college] drinking culture

goes along with that.Jerry Price, Dean of

Students

-

“

“

-

- -

-

-

13

We concluded that when it comes to alcohol,

College Students…Don’t want to hear “No” Don’t want to be told what to doDon’t want to experience physical consequences like vomiting and blackoutsDon’t want to be “that one really drunk kid at the party”

They do:Want to be accepted by peers Want peer-to-peer messaging Want useful and relevant drinking information Want an engaging and interactive message

Therefore, we will:Give College Students the tools to make better decisions without saying “No” or telling them what to doBe empathetic, personal, relatable, 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 Three Barriers and effectively communicate a safe drinking message to College Students.

We will...

14

ILLUMINATEIlluminate: 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.

15

CREATIVE

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.

All executions:

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

Feature a useful & relevant fact

I’M NOT ONE TO TALK ABOUT MYSELF, SO I’LL LET CIRCLE ADVERTISING TELL YOU ABOUT OUR CREATIVE EXECUTIONS.

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.

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.

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.

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.

College Students don’t see current campaigns combating dangerous overconsumption of alcohol as relevant; they are “turned off” and indifferent to scare tactics and extreme consequences.*

Students are more likely to respond to direct information rather than to a demanding message.*

MANDATORIES BREAKING BARRIERS

*Focus group insights

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-to-peer communication and relevant tips.

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.

HE WEARS A YELLOW SHIRT

TIO HAS SCRUFFY FACIAL HAIR AND CURLY HAIR

HE WEARS BLUE JEANS

HE WEARS SANDALS

IT MAKES HIM STAND OUT IN THE CROWD AS WELL AS SHOWS HIS OPTIMISIM AND APPROACHABILITY

THEY COMPLIMENT HIS EXPERIENCED DEMEANOR AND RELAXED PERSONALITY

IT SHOWS THAT HE IS CASUAL AND COMFORTABLE IN HIS OWN SKIN

IT SHOWS HIS RELAXED AND PERSONABLE NATURE

16

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.”

TOP-40 CAMPUSES

*Primary research insights

PUBLIC:

10 OF THE TOP-40

PRIVATE:UNIVERSITY OF

FLORIDA

HARDING UNIVERSITY

CORNELL UNIVERSITY

RANDOLPH-MACON COLLEGE

DEPAUL UNIVERSITY UNIVERSITY OF

DENVER

PENNSYLVANIA STATE UNIVERSITY

UNIVERSITY OF TEXAS AT AUSTIN

UNIVERSITY OF CALIFORNIA,

SANTA BARBARA

WEST VIRGINIA UNIVERSITY

Denver, COUrban, Large City5,324 undergraduates

Best Western College

Ithaca, NYRural, Large Town13,846 undergraduates

Best Northeastern College

University Park, PASuburban, Large Town37,988 undergraduates

#3 Party School

#2 Beer

#6 Greek Scene

UNIVERSITY OF TEXAS AT AUSTIN (SEMESTER)

WEST VIRGINIA UNIVERSITY (SEMESTER)

PENNSYLVANIA STATE UNIVERSITY (SEMESTER)

UNIVERSITY OF DENVER (QUARTER)

CORNELL UNIVERSITY (SEMESTER)

Santa Barbara, CASuburban, Small City18,415 undergraduates

#9 Party School

#4 Hard Alcohol

UNIVERSITY OF CALIFORNIA, SANTA BARBARA (QUARTER)

Austin, TXUrban, Very Large City37,389 undergraduates

#8 Party School

#13 Hard Liquor

#9 Packed Stadiums

Morgantown, WVSuburban, Small City21,930 undergraduates

#4 Party School

#12 Beer

#8 Athletic Facilities

Searcy, ArkansasSuburban, Large Town4,168 undergraduates

Best Western College

HARDING UNIVERSITY (SEMESTER)

Chicago, ILUrban, Very Large City15,024 undergraduates

#1 Great College Towns

DEPAUL UNIVERSITY (QUARTER)

UNIVERSITY OF FLORIDA (SEMESTER)

Gainesville, FLSuburban, Small City35,189 undergraduates

#1 Party Schools

#7 Beer

#10 Greek Scene

Ashland, VASuburban, Small Town1,201 undergraduates

#6 Party Schools#2 Hard Liquor#4 LBeer#8 Greek Scene

RANDOLPH-MACON (SEMESTER)

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.

17

18

EXECUTIONS

TIO’S TIPS

COFFEE CUP SLEEVES

illumoPHOTO BANNER

HEAT SENSITIVE INK WILL REVEAL THE FACT ON COFFEE SLEEVES

WHEN SCROLLED OVER, PICTURE SHOWS

WHAT IS REALLY HAPPENING AT THE

PARTY, LIKE A GIRL THROWING UP

THROWING UP IS A REACTION TO YOUR BODY

RESPONDING TO ALCOHOL POISONING


AN AVERAGE COLLEGE STUDENT SPENDS 49 MINUTES

WITH HIS COFFEE, WHICH IS SEEN BY 6 PEOPLE

19

WRISTBANDS

PRINT AD

NEW YEAR’S EVE, CROWD OF COLLEGE KIDS

CHANTING 10, 9, 8...

DRUNK COUPLE ABOUT TO KISS GIRL LOOKS QUEASY SOUNDS OF GIRL THROWING UP

BOY HAS VOMIT ON HIMTIO SHOWS UP TO HELP TIO WRITES FACT ON SCREEN ZOOM IN ON FACT, FADE UP TAGLINE


Throwing up is your body’s response to

alcohol poisoning

NYC BILLBOARD & TV SPOT

DIGITAL BILLBOARD GENERATES 1.5 MILLION

IMPRESSIONS DAILY IN TIMES SQUARE

PEOPLE WILL BE LIVE ACTION; TIO WILL BE A SKETCH

600,000 DISTRIBUTED A MONTH OFFER ON-PERSON MESSAGING OVER MULTIPLE HOURS

96% OF COLLEGE STUDENTS READ THEIR COLLEGE NEWSPAPERS REGULARLY

30-SECOND SPOT AIRS DURING DICK CLARK’S ROCKIN’ NEW YEAR’S EVE ON ABC


OUT OF THESE 10 WHO HAVE STDs, 6 CONTRACTED THEM

WHILE DRUNK

20

GUERILLA & NON-TRADITIONAL

STICKERS INTERACT WITH ATHLETES TO ILLUMINATE FACTS ABOUT DRINKING

TOILET PAPER WITH TIO AND FACTS ENCOURAGE CREATIVE PARTICIPATION WITH THE USER

WEIGHT FACT DECALS

Tip #9:

Tip #56:

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.

MESSAGE BOARD

PEER TIPS

PEER TIPS

DORM DOOR HANGERS

FACT REVEALING TOILET PAPER

DRY ERASE SURFACE ALLOWS FRIENDS TO LEAVE MESSAGES

DRY-ERASE SURFACE WILL ALLOW FRIENDS TO WRITE TIPS FOR THEM

Tip #9:

Tip #56:

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.

Tip #3:

Tip #48:

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 #6:

Tip #58:


Tip #35:

Tip #4:


Tip #90:


Tip #57:Tip #9:

Tip #56:


Tip #3:

Tip #48:

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 #6:

Tip #58:


Tip #35:

Tip #4:


Tip #90:


Tip #57:


OUT OF THESE 10 WHO HAVE

STDs, 6 CONTRACTED THEM

WHILE DRUNK

FRONT

BACK

DOOR HANGERS WILL REACH 1.6 MILLION ON-CAMPUS RESIDENTS.

21

& NON-TRADITIONAL CORRECT DRINK

PORTIONS STRAW

URINAL DECALS

ILLUMICHART DECALS

40% OF COLLEGE STUDENTS HAVE EXPERIENCED A

BLACKOUT

WHEN URINAL GETS WET, FACT IS

REVEALED... YOU GET THE IDEA

BEFORE

AFTER

22

INTERNET & VIRALCOLLEGE STUDENTS ARE CONSTANTLY PLUGGED IN THROUGH COMPUTERS AND MOBILE PHONES. WHEN THEY FIND SOMETHING THEY LIKE, THEY SHARE IT, CREATING A VIRAL PHENOMENON.

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?”

MEET EVENTS TIO'S TIPS BLOG DOWNLOADSTHE CENTURY COUNCIL

WHY DO DUMB THINGS?

STUDENTS CAN ASK TIO FOR SAFE DRINKING TIPS AND SHARE THEIR OWN

INCLUDING PROMOTIONS, PARTNERSHIPS AND PHOTOS

COLLEGE STUDENTS CAN ACCESS VIRAL VIDEOS AND GAMES

WHERE STUDENTS ARE REDIRECTED TO TCC’S HOMEPAGE

INTRODUCING MEETTIO.COM...TIO’S TIPS & BLOG

THE CENTURY COUNCIL

EVENTS

DOWNLOADS

WHY DO DUMB THINGS?

23

PROMOTIONS

GOALS:

WITH TIO AT GLOW, WHERE HE MADE HIS DEBUT!

STRATEGY:

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

GLOW

IlluminArt

We will have two promotional events for College Students:

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.

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.

DOWNLOADS

24

PROMOTIONS

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:

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.

Mocktail Bar allowed Inexperienced Drinkers to measure non-alcoholic drinks as a reminder about alcohol and portion sizes

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

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

Fortune Teller read “drunk” horoscopes about the negative consequences of drinking

YOU’VE BEEN AT A PARTY FOR A WHILE AND YOU FEEL LIKE YOU DRANK TOO MUCH ALCOHOL. IT’S A GOOD IDEA TO: A ) EAT SALTY FOODS; THEY WILL ENCOURAGE YOU TO DRINK MORE WATER B ) EAT PROTEIN-RICH AND FATTY FOODS TO SLOW THE EFFECTS OF ALCOHOL C ) DRINK PLENTY OF WATER (BUT NOT TOO FAST) D ) STOP DRINKING AND CALL IT A NIGHT

chapmanradio

(.com)onKNABKNAB

TIO’S TIP #35

MOST STUDENTS DON’T KNOW THAT EATING OR DRINKING

CERTAIN THINGS MAKES YOU FEEL BETTER AND KEEPS

YOU SAFER DURING AND AFTER CONSUMING ALCOHOL

WHATEVER YOU CHOOSE, BE SURE TO HAVE A SAFE NIGHT

ANSWER: ANY OF THE ABOVE

GLOW

FISHING FOR CELL PHONES AT LOST AND FOUND

ILLUMINATION EMBEDDED IN ACTIVITIES

25

ILLUMIN CONTESTAs 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:

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.

ON-CAMPUS ADVERTISING

WAS USED A WEEK PRIOR

TO GLOW:

Fliers posted on campus and

dorm rooms

Banner ads placed on

campus LCD screens

Large neon-colored GLOW

letters placed around campus

to generate buzz

Facebook event page

College Students upload submissions in the categories of art, design or creative writing to meetTIO.com

Pieces must follow the theme “Welcome to a Brighter World”: shedding light on the dangers of alcohol overconsumption

IlluminArt advertised in college newspapers during December 2009

Winners in each category and overall winner announced on meetTIO.com on February 16, 2010

Winning artists’ work featured in college newspapers nationwide in April 2010 in conjunction with Alcohol Awareness Month, and each winner awarded $2,000 scholarship

Student with most votes receives all-inclusive, 5-day trip to New York City to visit the Metropolitan Museum of Art with two friends

ART

26

PR & PARTNERSHIPS

THE WEEKEND BEFORE ST. PATRICK’S DAY I ATTENDED LUCKY YOU, A COMMUNITY EVENT AT ELMORE SCION IN ORANGE COUNTY.

STRATEGY

GOALS

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.

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:

SAFE SHOTS SPORTS CLINIC

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

Primary research

showed that college

athletes believe that the

definition of dangerous

overconsumption of

alcohol is twice the

nationally accepted

definition of binge drinking.

the b

and

!

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.

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

WHY SCION?

A non-traditional approach to radio...

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:

Scion targets College Students and has loyal owners excited to participate in Scion-branded events. Scion is also willing to help the dealership pay for branded events.

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.

Y U

make your own luck at Elmore Scion

When asked about effective messages, one

student said, “What’s helpful are those small tips that

supposedly everyone should know but I didn’t know when I first

started drinking.”

27

Bumper Sticker for travel map

Flier for the event

The weekend raised $2,500 for the NCADD-OC!

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.

VEHICLE PITCHDATE

PUBLICATIONDATE

EVENT PITCH

Print

TV

Radio

Feb.MarchApril

‘10’10‘10

Feb.MarchMarchMarchMay

MarchAprilAprilAprilJune

Lucky YouIlluminArtSafe ShotsIlluminArtSafe Shots

Scion and Illuminate partner to fight binge drinking College students create a brighter world with artNCAA puts on unique sports clinicCollege students create a brighter world with artNCAA puts on unique sports clinic

* Varies by location

’10‘10’10‘10‘10

’10‘10’10‘10‘10

MarchAprilApril

‘10’10‘10

Lucky YouSafe ShotsIlluminArt

Scion dealer and Illuminate partner against binge drinkingNCAA puts on unique sports clinicLocal winner is announced for IlluminArt

Aug.Dec. March

AprilAprilAug.Dec.AprilMarch

April

‘09‘09’10

’10’10‘09‘09’10’10

’10

Aug.Dec.March

April.AprilAug. Dec.April March

April

‘09‘09’10

’10’10‘09’09‘10’10

’10

GlowIlluminArtLucky You

Safe ShotsIlluminArtGlowIlluminArtSafe ShotsLucky You

IlluminArt

A unique campus event with carnival booths and dancingStudents use art skills to illuminate facts of binge drinkingLocal Scion dealer and College Students Partner to fight binge drinkingNCAA and Nike put on unique sports clinicWinner is announced, take a look at IlluminArtA unique campus event with carnival booths and dancingStudents use art skills to illuminate facts of binge drinkingNCAA puts on unique sports clinicLocal Scion dealer and College Students Partner to fight alcohol overconsumptionLocal winner is announced for IlluminArt

*College Newspapers

*Local Newspapers

*Local Stations(with at least 15%college studentlisteners)

*Local News Stations

OnlineFeb.MarchMarchMarchMay

ScionNews.netmtvU.comESPN.go.comGoogle NewsGoogle News

MarchAprilAprilAprilJune

Lucky YouIlluminArtSafe ShotsIlluminArtSafe Shots

Scion and Illuminate partner to fight binge drinkingCollege students create a brighter world with artNCAA puts on unique sports clinicCollege students create a brighter world with artNCAA puts on unique sports clinic

’10‘10’10‘10‘10

’10‘10’10‘10‘10

2828

PR PITCH PLAN

AUG. SEPT. OCT. NOV. DEC. JAN. FEB. MAR. APR. MAY. JUN.

GLOW

LUCKY YOU

SAFE SHOTS SPORTS CLINIC

ILLUMINARTCONTEST ILLUMINART

WINNERSANNOUNCED

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.

PROMOTIONS AND

PUBLIC RELATIONS

TIMELINE

2929

MEDIAINSIGHTS OBJECTIVES

ONLINE

STRATEGY

COLLEGE CAMPUS

MOBILE

TELEVISION

College Students who live on-campus drink more than students who live with their parents off-campus.

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

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.

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-to-peer level, we focus primarily on non-traditional placements with select traditional placements including a large-scale TV event and college print publications.

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.

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

Billboard placed in Times Square during the month of December to coincide with New Year’s Eve

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.

BILLBOARD

Projections200 square foot projections placed on buildings, specifically on stadiums prior to major on-campus sporting events**

Digital Floor Mats15-second spots with silent soundtrack placed in heavily frequented areas like bookstores

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

Notebooks, with 3-full page dividers, distributed free on campus

MTV Billboard that receives 3-5 second on-air bump shots during live New Year’s Eve celebration and MTV Unplugged throughout the month of December.

Executions on bike racks, lighters, urinals, lamp light covers, fence posts, straws, toilet paper, floor adhesives, gym signs, and refrigerator magnets.

3030

MEDIA BREAKDOWN

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

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)

Dick Clark’s Rockin’ New Years Eve on ABC has consistently beat out the combined midnight-hour programs on NBC, Fox and MTV

30-second TV spot will air during the broadcast

Incorporate 90-character text message ads into Cha Cha’s automated text message answer service

4-color inserts placed inside newspapers

30 and 60-second spots on television networks just for college students, available 24/7

Ads placed on shelter walls of campus transit systems on 10 of the Top-40 college campuses with internal transit systems*

30-second ads displayed on LCD media boards

•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

BILLBOARD

ONLINEWEB SITES

STREAMING ONLINE VIDEO

TELEVISIONTV BROADCAST EVENT

MOBILECHA CHA MOBILE SMS ADVERTISING

NON-TRADITIONAL RADIO “BUY” WITH KYSR 98.7 AT LUCKY YOU

COLLEGE CAMPUS

TIMES SQUARE BILLBOARD

MTV U

BUS SHELTERS

LARGE-SCALE DIGITAL MEDIA

NON-TRADITIONAL

GUERILLA

COLLEGE NEWSPAPERS

31

MEDIA PLANMEDIUM PLACEMENT

ONLINE

TELEVISION

ON CAMPUS

TOTAL

Non-Traditional

Social Networking Sites

Online Television

Entertainment Sites

Resource Sites

CPMMONTHS SEPTAUG2009 2010 /1,000,000 /1,000($)

NOVOCT DEC JAN FEB MAR APR MAY JUNE IMPRESSIONS COST

101515

10.6510.6510.65

101010

14.6314.6310.6610.60

20

506

30

4204

13.33515

0.1640

2635

1520

14.610.65

Banner, Fan PageVideo Player SponsorshipVideo Player SponsorshipBanner, Skyscraper, LeaderboardFlash GameFlash Game

FacebookMySpaceYoutubeCollege HumorPhotobucketFlickr

HuluABC

In-Stream 15s & 60s; bannerIn-Stream 30s & 60s

NewspaperMTV UBus Shelters

4-Color Inserts30s & 60s SpotsDouble-Sided Walls

YahooGoogleGmailCNNNYTDictionary.comSparknotesCollege Websites

Yahoo AnswersAdwordsAdwordsBanner, Skyscraper, LeaderboardBanner, Skyscraper, LeaderboardBanner, Skyscraper, LeaderboardStatic SkyscraperBanner

Digital Floor MatsProjectionsLCD Media BoardsCoffee Cup SleevesNotebooksDorm Door HangarsWrist BandsPost Cards

15s Spot • 43”x50”30s Spot • 200 ft²15s HD Plasma Screens 42”x61”Heat Sensitive Ink3 Full Page DividersFull Color Doble-Side • 4.25”x11”4-Color, 1“x10”4-Color Double-Side • 4.5”x6”

ABC New Years 30s Spot 70BILLBOARD

Time Square HD Digital Billboard 30s • 38’x25’ 70

Teaser On 10 campuses with stadiums

3365666

916.516.5

445212

122215

600.0132.0450.0

154

159

321.6

13.24

60.080.060.0

120.0160.024.0

2.1160.0

17.514

510126

10

15

330.0105.090.063.963.963.9

90.0165.0165.058.558.553.326.524.0

520.0490.0

75.0200.0175.263.9

700.0

100.0

458,900 $6,711.5

1176666

9111144556

6117

54.25644113

87

5566

MTVPandoraESPNThat Guy

Video Player SponsorshipBranded Radio Station; Site SkinBanner, Skyscraper, LeaderboardBanner, Skyscraper, Leaderboard

Traditional

Guerilla

Heavy Drinking Periods

MOBILEChaCha 90 Character Text Message 15 11 165.011

1

0.2

Bike RacksDorm LightsMens RestroomWomens RestroomWeights in GymLightersStairsScantronsFenceStrawsFridge MagnetBus Step

Spray Paint TakeoverSticker Cling-onsColor Change Sticker Cling-onsToilet PaperSticker Cling-onsTIO BrandedSticker Cling-onsPackagingSticker Cling-onsTIO Branded Magnets • 2”x3”Sticker Cling-ons

344443333634

510

6.147108

204

15318

20

61.666666961868

30.016.036.842.060.048.0

120.036.090.054.0108.0160.0

3232

EVALUATION, BUDGET & PITCH

1.

2.

3.

4.

POST-TESTING ANALYSIS:

MEDIA

BUDGET

$6,711,500

3,097,600

2,548,900

$200,000

ONLINE

ON CAMPUS

MOBILEPROMOTIONS

PUBLIC RELATIONS

PRODUCTION

COMMISSIONCONTINGENCY

TOTAL

Social Networking 716,7001,010,000514,100

856,800700,000100,000

1,182,000666,100

800,800165,000

$1,150,500

1,160,00010,500

$358,000310,00048,000

950,000400,000450,000

$609,998

$10,000,000

100,000

Online TelevisionEntertainmentResources

TELEVISIONBILLBOARD

TraditionalNon-TraditionalGuerilla

GLOWIlluminArt

Lucky YouSafe Shots

SpotsAds/ExecutionsWeb Site

BUDGET

To measure Illuminate’s

effectiveness we will:

Survey students at the

Top-40 colleges before

and after Illuminate

about their awareness

of the dangers of

overconsuming alcohol

Track attendance at

events

Calculate unique visits to

meetTio.com

HEY TIO!

It looks like we’re coming to the end of our journey with you. It’s

a little bittersweet for us since this is our last letter to you, but we

wanted to remind you of all that we’ve already done. We surveyed

over 4,000 College Students in 50 states, interviewed 100 College

Students and professionals, and conducted six pre-testing focus

groups and one post-testing focus group.

Participants were very receptive to you and your safe drinking message:

“TIO doesn’t feel condescending. He’s older and experienced and

I’d take advice from him.”

“I think [Illuminate] is most effective because it’s not trying to tell you

what to do directly. It’s giving a fact and not trying to be preachy…

It’s the most realistic to me.”

More than just research, Illuminate was founded on four pillars – four

big events – that we not only conceived but also brought to life

both on campus and in the community.

We expressed The Century Council’s values at the Warlocks

and Witches Ball less than 30 days after receiving the case

study.

We developed a new method for merging research and

creative with Rompe.

We illuminated Inexperienced Drinkers at Chapman with

GLOW.

We partnered with Elmore Scion at Lucky You, and they

donated $2,500 to the National Council on Alcoholism and

Drug Dependence.

None of this would have been possible without your help, TIO!

You and Illuminate have already made quite a positive impact

on College Students here at Chapman University, and we are

confident that you could really make a difference nationwide as

well.

Chris, Amy, Kat& CIRCLE ADVERTISING

CIRCLE ADVERTISING& SPONSORS

MY FRIENDS AT CIRCLE ADVERTISING:Account Directors

Research

Public Relations

Creative

Media

Sponsors

Promotions

Advisor

Amy OwenbyChris HelvajianKat Rogers

Cory O’ Connor

Katie Armitstead, Research DirectorJon Blomgren, Traffic DirectorAlissa LentzAmanda ClarkAndy WhalenJune KimKatie JelinekLexi VanniMatt NagelNick Dudgeon

Andreas Robichaux, Executive Creative DirectorBrian Chandra, Creative DirectorKimmy Kirkwood, Creative DirectorKate Eglen, Book Designer, IllustratorSimon Blockley, Book DesignerJeremy GrahamKristen KubiakMatthew DekneefRain FingerhutTim Han

Emily Lavender, Department HeadAshley WestChelsea LevyErin O’BrienZach Reusing

Al SilbereichBernadette MikelBobbie & Warren GoldsteinBrian B. MacdonaldCarmen O. PerezDave and Lori KunzFrances & Porter NeuFred Wolf FilmsGary & Marcy LavenderGeorge & Sherrel GonzalesJames& Elaine BernardJane E. ClaytonJean d. GasperiniJohn & Holly KerfootJohn & Janet McDanielJudith & David KirkleyJW Smith & Susan Runowicz-SmithKaplan FamilyKarl David FairchildKerry S. & Elaine M. Robichaux

Alyssa AokiAmy ChaseChelsea PhillipsElyse MuellerMeryl GriesedieckShawna Vinovich

Min Shin, Department HeadAnna DuffyAshley CoffeyBrandon VaughanEmma DavisNathalie ConSamantha HenrieSamantha Roper

Kevin & Julia CaulfieldMaldonado Heating and Air ConditioningMartin Marius MikkelsenMichael & Holly SoterMichael & Kris TacsikMike and Kelly ClarkMr. and Mrs. Seymour S. SegalNadine & Steven LavenderPaul & Ann NagelPaula FairchildRenee M. CarterRichard & Angela EglenRobert & Rosalind DavisScottie’s SmokehouseSt. Mary Magdalene ChurchThea K. BarrettTim & Pamela CoffeyTim HanVictor M. Feld D.D.S. IncVinovich & Associates

Bob Bassett Daniele StruppaJanell ShearerJerry PriceJudy ElmoreKevin MardesichRay RoschmannMK Printing

Special Thanks

NSAC: Century Council

Documents

Transcript of NSAC: Century Council