Ohio University NSAC 2009: Century Council

8/3/2019 Ohio University NSAC 2009: Century Council

http://slidepdf.com/reader/full/ohio-university-nsac-2009-century-council 1/36

ohio universityohio university



1

2

1110

8

29

contents

executive summary and situation analysis

research

creative

pr and promotions

media

closing

campaign continuation

5target

strategic goals

20

24

28



executive summary

2

!" #$%&'"()'*"+',-.'")'/%012'".3)&'4-').'&"35",%)/'63-&"32'6.3)&-78013)"35"%9.3$39":;"<="3)">?"0%6/'0".%78-&'&"@10$1)"0$'"516&0";'%6"35"0$'".%78%1/)

!" #$%&'"A@3*"+',-.'")'/%012'"

.3)&'4-').'&"35",%)/'63-&"32'6.3)&-78013)"35"%9.3$39"3)".399'/'"

.%78-&'&")%013)@1,'":;"B?="@10$1)"<";'%6&

!" C%9.-9%0',":;"$1/$D9'2'9"'2%9-%013)"35"0$'"6',-.013)"35"%9.3$39D6'9%0',"1).1,')0&"3)".399'/'".%78-&'&

o b j e c t i v e s

t a r g e t!" C399'/'"&0-,')0&"%/'&"BED>F

!" #63:9'7G"A;81.%9"%),"H3,'9"I61)J'6&!" #617%6;"0%6/'0&*"#63:9'7"%),"A;81.%9"

I61)J'6&

c r e a t i v e!" #632'"03"&0-,')0&"0$%0",%)/'63-&"

32'6.3)&-78013)".%)"7%J'"0$'7"71&&"3-0"3)"0$'"0$1)/&"0$%0"7%J'".399'/'"KC399'/'L

!" #''6D03D8''6G"6'%91&01."%),".3)2'6&%013)%9

m e d i a!" +'%.$"%,D6'&1&0%)0".399'/'"&0-,')0&"

0$63-/$")3)D06%,1013)%9G"1)0'6%.012'"3)91)'"%),"'7'6/1)/"7',1%"

!" M0191N'"&3.1%9")'0@36J1)/

c a m p a i g n b u d g e t ! 1 0 m i l l i o n

!" #6321,'"%)"')/%/1)/"%073&8$'6'"0$63-/$"8''6D03D8''6"1)0'6%.013)

!" O%1)"%00')013)"%),"6'.'8012')'&&"03".%78%1/)"7'&&%/'"0$63-/$"'2')0D:%&',"86373013)&

p r "

p r o m o t i o n s

#+P#6373013)&""">F=#63,-.013)"""""""""B?=

H',1%"""""""""""""""""<<=

Q2%9-%013)"""""""""""E=

C3)01)/').;"""""""F=

Phase One!" ()'";'%6 !" R'80'7:'6"BG">??S"D"T-/-&0"UBG">?B?!" VB?"719913)":-,/'0

!" >?".399'/'".%78-&'&!" W%013)%9"%),"93.%9"'9'7')0&!" X3.%9"&06%0'/1."8%60)'6&

Phase Two!" C3)01)-%013)"D"%0"9'%&0"<";'%6&!" Y'/1)&"R'80'7:'6"BG">?B?!" #6321,'"0339&"03"1789'7')0".%78%1/)"

3)".%78-&'&")%013)@1,'!" X3.%9"%),")%013)%9"&06%0'/1."8%60)'6&!" C3)01)-',"@10$"5-),1)/"5637",1&0199'6&

i m p l e m e n t a t i o n



Situation Analysis,'51)1)/"0$'")%013)%9"863:9'7

N a

t i o n a l d a t a>??<"C36'"T9.3$39"%),"I6-/"R-62';"

ZUUGUES"6'&83),')0&"3)"<U".399'/'".%78-&'&[

\'%2;"%),"]6'4-')0"I61)J'6&!" ]6'&$7')"""""">>^<=!" R38$3736'&">U^F=!" _-)136&""""""""""">EÛ=

!" R')136&"""""""""""UBÛ="

S e r i o u s c o n s e q u e n c e s $19'"-),'6"0$'"1)59-').'*

!" >^F="$%,"-)@%)0',"&'a"!" >Ê="'a8'61').',"2139').'!" E=",%7%/',"8638'60;!" B< <="@'6'"$-60"36"1)b-6',!" >cÛ=",632'"%".%6

!" T..36,1)/"03"WdTTT",%0%G"%:3-0"BGF??".399'/'"&0-,')0",'%0$&"%6'"91)J',"03"%9.3$39"'%.$";'%6e"%90$3-/$"0$1&")-7:'6"1&"&7%99"1)"6'9%013)"03"0$'"B>"719913)"030%9G"'2')"3)'",'%0$",-'"03"%9.3$39"32'6.3)&-78013)"1&"06%/1.

A$'"C')0-6;"C3-).19G"%")%013)%9")30D536D863510"36/%)1N%013)"5-),',":;"%"/63-8"35",1&0199'6&G"$%&"'a0'),',"-83)"10&"7%1)"1)101%012'&"D"86'2')01)/",6-)J",6121)/"%),"-),'6%/'",61)J1)/"D"03".37:%0"0$'",%)/'63-&"32'6.3)&-78013)"35"%9.3$39"3)".399'/'".%78-&'&")%013)@1,'^ #$

all campuses% regardless

of size% have high&riskdrinkers'((A'66;"f33)&T&&3.1%0'"I16'.036"35"\'%90$"#6373013)&G"($13"M)12'6&10;

T90$3-/$".399'.012'"%9.3$39"-&'".%)"53&0'6"83&1012'"8''6"1)0'6%.013)G"71&-&'".%)".%-&'"7%b36"$'%90$G"&3.1%9"%),".377-)10;"1&&-'&^"

W%013)%9",%0%"6'86'&')0&"0$'"5%.0"0$%0"%9.3$39"32'6.3)&-78013)"1&"%"&1/)151.%)0"863:9'7"3)".399'/'".%78-&'&^"

A3"%,,6'&&"0$1&"1&&-'^^^

C o m m o n

C o n

s e q u e n c e sT&"%"6'&-90"35"%9.3$39".3)&-78013)*

!" U?Ê="71&&',"%".9%&&!" UB="'a8'61').',"%)"%6/-7')0"36"51/$0!" UFÛ="'a8'61').',"7'736;"93&&!" Ug^B=",1,"&37'0$1)/"0$';"9%0'6"6'/6'00',!" <U^g="'a8'61').',")%-&'%"36"237101)/!" c>^g="$%,"%"$%)/32'6

3



Situation Analysis,'51)1)/"0$'"93.%9"863:9'7

b i n g e d r i n k i n g

>??E"T9.3$39"%),"(0$'6"I6-/&"ZT(I["R-62';

!" UU=",61)J"%0"9'%&0"U"017'&"%"@''J !" Eg="35"(M"&0-,')0&"6'8360"$%21)/"<"36"

736'",61)J&"1)"3)'")1/$0

C3)&'4-').'&*!" B>="@'6'"0%J')"%,2%)0%/'"35"&'a-%99;!" UE="$%,"-)89%))',"&'a-%9"%.01210;"!" <B="6'8360',"71&&1)/".9%&&!" <B=",1,"&37'0$1)/"0$';"6'/6'00',!" cE="$%,"&0-,;"36"&9''8"1)0'66-80',!" cg="$%,"03":%:;D&10"%",6-)J"

!" R0-,')0&",3")30"1,')015;"@10$"0$'":1)/'",'51)1013)"35"FDc".3)&'.-012'",61)J&e"0$1&"%73-)0"1&")30",%)/'63-&"03"0$'7

!" T0"FDc",61)J&G"0$';",3)h0"'a8'61').'"%);")'/%012'".3)&'4-').'&

L o c a l D a t aOhio University

#61).'03)"+'21'@"+%)J1)/&*iB"\%6,"X14-36"C3)&-78013)i<"#%60;"R.$339

A3"%231,"0$'"%7:1/-3-&"0'67"K:1)/'",61)J1)/L"@'"$%2'".$3&')"03"6'5'6"03"0$'"863:9'7"%&",%)/'63-&"32'6.3)&-78013)"36"I(C^^^

#$the binge drinking definition isnonsense' i would barely be buzzedafter 4 drinks' it is different foreveryone% so you shouldn)t put a

number on it'C$61&G"R38$3736'

#$dangerous drinking is getting sickor blacking out''' it puts drinking ina bad light'T::;G"R')136

#$

if we could get students to thetechnical binge drinking numberthat would be good' we want to getthem from 10 drinks down to 4&6 'I6^"f')0"R710$G"j#"536"R0-,')0"T55%16&G"($13"M)12'6&10;

!" A3"&0-,')0&G",61)J1)/":'.37'&",%)/'63-&"@$')"0$';"'a8'61').'".3773)")'/%012'".3)&'4-').'&"91J'"237101)/"36":9%.J1)/"3-0e"0$'&'".3)&010-0'",%)/'63-&"32'6.3)&-78013)

!" R0-,')0&"%9&3"1,')015;"@10$"0$'"&3.1%9".3)&'4-').'&"91)J',"03"237101)/"%),":9%.J1)/"3-0G"91J'"'7:%66%&&1)/"0$'7&'92'&"36"71&&1)/"3-0"3)"&37'0$1)/

d a n g e r o u s d r i n k i n g

4



Research

5

1 2 F o c u s G r o u p s

8 0 q u a l i t a t i v e s u r v e y s

&-62';&"%),"53.-&"/63-8&

What We Learned:!" Y'.%-&'"&0-,')0&"J)3@"0$'"83&1012'"

%&8'.0&"35",61)J1)/G"0$';"%6'"%,2'6&'"03"5167"%)01D,61)J1)/"7'&&%/'&

!" R0-,')0&"8'6.'12'"%9.3$39"%&"%")'.'&&%6;"8%60"35".399'/'":'.%-&'"35"0$'"

'a8'61').'&"10"5%.1910%0'&

!" H%);",1&.-&&',"&0361'&"@$'6'"I(C"6-1)',"%)"'2')0"

What We Learned:!" R0-,')0&"-&'",61)J1)/"536"83&1012'"6'%&3)&G"

&-.$"%&"1).6'%&1)/"0$'"&83)0%)'10;"35".399'/'G":-0"0$';"350')"6'%.$"%"831)0"@$'6'"10"1&")3"93)/'6"')b3;%:9'G"%),"0$';"71&&"3-0"3)"0$'"5-)"0$';"&'0"3-0"03"%.$1'2'

What We Learned:!" H%b3610;"1,')015;"@10$"0$'"53993@1)/"

.3773)"%),"&3.1%9".3)&'4-').'&*" "

Common/Social Consequences!" U<="71&&',"3-0"3)"0$'"3..%&13)"

:'.%-&'"35":9%.J1)/"3-0

!" F>="71&&',"3-0"3)"0$'"3..%&13)":'.%-&'"35":'.371)/"&1.J

!" c?="1).3)2')1').',"561'),&!" E?="'7:%66%&&',"0$'7&'92'&!" E?="&%1,"&37'0$1)/"0$';",1,)h0"7'%)

Serious Consequences!" E="@')0"03"0$'"$3&810%9!" <^<="033J"%"561'),"03"0$'"$3&810%9!" B="'a8'61').',"0$'",'%0$"35"%"561'),"

,-'"03"%9.3$39".3)&-78013)

#$

My buddy and his roommate''' were

having a great time until they pushed

their limits and fought'(Everyone was

mad at them'''(when they woke up' they

knew they had messed up'H%9'G"_-)136

2 0 0 q u a n t i t a t i v e s u r v e y s

#$

Before my sorority date party

I drank almost a whole box of

wine' I blacked out by 7 pm ' It was

a negative experience'''I paid !30

for a party I didn*t even go to']'7%9'G"R38$3736'

R0-,')0&"6'b'.0"7'&&%/1)/"0$%0"$1/$91/$0&"&'613-&".3)&'4-').'&":'.%-&'"0$'"7%b3610;"$%&)h0"'a8'61').',"0$'7"%),",3)h0"0$1)J"0$';"'2'6"@199"ZA$'"A$16,"#%60;"Q55'.0[^



Research

6

1)0'621'@&G"'0$)3/6%8$1'&"%),"7321'&

s t u d e n t I n t e r v i e w s

E t h n o g r

a p h i e s " T

h i r d P a r t y

o b s e r v a t i o n s

M o v i e A

n a l y s i s

What We Learned!" R0-,')0&"5199"0$'16"017'"@10$".3-)09'&&"

%.012101'&"03"0%J'"%,2%)0%/'"35"0$'"F"&$360";'%6&"35".399'/'

!" I61)J1)/"1)"%"&3.1%9"%073&8$'6'"1&"3)'"35"0$'&'"%.012101'&

!" C399'/'"1&"736'"%:3-0"0$'"'a.101)/"'a8'61').'&".6'%0',"0$63-/$",61)J1)/"6%0$'6"0$%)"0$'"%.0-%9",61)J1)/"10&'95

What We Learned!" T9.3$39"1&"%"&3.1%9".%0%9;&0e"10".6'%0'&"

388360-)10;"536"83&&1:19101'&"%),"&3.1%9"1)0'6%.013)

!" T9.3$39"5%.1910%0'&":3),1)/G"'a.10'7')0"%),"&83)0%)'10;

!" A$'"7',1%"863730'"0$'"7;0$"0$%0"I(C".6'%0'&"0$'"-9017%0'".399'/'"'a8'61').'

#$I)m always busy% but I make

time for fun' I go to the bars% watch movies and relax withfriends+ the perfect balancebetween work and play' H1.$'99'G"R')136

What We Learned



Research

7

'a8'60"1)0'621'@&

d)DI'80$"d)0'621'@&"@10$"Qa8'60&"3)"C399'/'"I61)J1)/"

A'66;"f33)&T&&3.1%0'"I16'.036"35"\'%90$"#6373013)"536"R-:&0%).'"T:-&'"#6'2')013)"k"Q,-.%013)($13"M)12'6&10; #$people drink to have a goodtime% but there comes a point

when drinking too muchactually ruins the fun'

f')0"_^"R710$"_6^G"#$^"I^j1.'"#6'&1,')0"536"R0-,')0"T55%16&($13"M)12'6&10; #$We don)t want to tell people toabstain' We have to be realistic' We must cause conversationamong peers because studentsdon)t hear administrators'

X'3)"T),'6&3)G"#$^I^#635'&&36"35"R3.1393/;G"I'21%)0"Y'$%2136 ($13"M)12'6&10; #$Students would benefit

from seeing ways to enjoydrinking without gettingdangerously wasted'

A$37%&"j%),'6"j')G"#$^"I^T&&3.1%0'"#635'&&36"R3.1393/;G"C6171)393/;%),"R3.1%9"#63:9'7&($13"M)12'6&10;" #$The anxiety about drinking can beoverblown% which results in

misguided strategies that seek tolimit drinking without recognizingsome of the positive benefits ofcollective alcohol use'



Target.399'/'"&0-,')0&

p e r c e p t i o

n s

H%9'&"%),"]'7%9'&"%/'&"BED>F

How They Spend Their Time!" d)0'6)'0PR3.1%9")'0@36J1)/"&10'&!" I61)J1)/"1)"%"&3.1%9"%073&8$'6'!" T0$9'01.&PR83601)/"'2')0&"!" \%)/1)/"3-0"@10$"561'),&!" C9-:&P(6/%)1N%013)&PO6''J"915'!" C9%&&PR0-,;1)/

+'86'&')0%013)"35"0$'16".399'/'"'a8'61').' +'86'&')0%013)"35"0$'16"'a8'61').'"@10$"%9.3$39

How They Feel About Drinking!" d0"5%.1910%0'&"&37'"35"0$'"&83)0%)'3-&"

'a8'61').'&"0$%0"$%88')"1)".399'/'

!" C6'%0'&"'a.10'7')0"%),"0$'"%:1910;"03":3),G"7''0"8'389'G"6'9%aG"93&'"1)$1:1013)&"%),"$33J"-8

!" A$';"J)3@"0$'16"8'6&3)%9"91710&"%),"5''9"0$';",3")30")'',"03":'"039,"$3@"03"&0%;"@10$1)"0$'7e"$3@'2'6G"0$';".%)":'"

',-.%0',"3)"0$'"&3.1%9"%),"'a8'61')01%9":')'510&"35"&0%;1)/"@10$1)"0$'16"91710&

How They Feel About College!" #-0"%"&063)/"'78$%&1&"3)"&3.1%9"%&8'.0&

!" R''".399'/'"%&"7%,'"-8"35"7%);"5-)G"6%),37"'2')0&"%),"'a8'61').'&"0$%0"3)9;"$%88')",-61)/".399'/'"

!" C399'/'"1&"%"017'"03"')b3;"915'"@10$3-0"7%b36"6'&83)&1:19101'&"36"6'%9"@369,".3)&'4-').'&"

#$College students drink to get drunk' Do it

now while you don*t have a job or kids,(

A3,,G"_-)136

C o l l a g e s

8



Target&06%0'/1."&'/7')0&

!" `%9J"0$'"91)'":'0@'')"#63:9'7"%),"H3,'9"I61)J'6&"

!" R3.1%91N1)/"1)"%",61)J1)/"%073&8$'6'"1&"0$'16"1,'%9"6'9'%&'"3)"0$'"@''J'),

!" I61)J"U"017'&"8'6"@''J

!" Qa.'',"0$'16"8'6&3)%9"91710">DU"017'&"8'6"73)0$

!" +'/6'0"0$%0"I(C"&37'017'&"7%J'&"0$'7"36"0$'16"561'),&"71&&"3-0"3)"'a8'61').'&

p

r o b l e m d r i n k e r s!" I61)J"F"D<",%;&"%"@''J"%),"'a.'',"0$'16"

8'6&3)%9"91710"0@1.'"%"@''J

!" O'0"3-0"35".3)0639G"1).3)2')1').'"561'),&"%),"&37'017'&".%-&'"8638'60;",%7%/'"%),"8'6&3)%9"1)b-6;

!" (50')"'a8'61').'":9%.J3-0&G"237101)/"%),"6'063&8'.012'"'7:%66%&&7')0"35"0$'16"%.013)&

!" H1&&"3-0"3)"'a8'61').'&":'.%-&'"35"0$'")'/%012'".3)&'4-').'&"35"I(C

t y p i c a l

d r i n k e r s

#$

I was rolling on the floor% textingand calling people% By the end ofthe night I had thrown up in publicand had to be carried home% Thenext morning I was hung over% but Iwent out to drink again anyway,

!" A;81.%9"I61)J'6&"@10$3-0"0$'"#63:9'7"I61)J'6":'$%2136

!" I61)J1)/"1)"%"&3.1%9"%073&8$'6'"1&"%"&0%89'"1)"0$'16".399'/'"'a8'61').'G":-0"0$';"%231,"0$'"&3.1%9".3)&'4-').'&"35"I(C

!" (50')"1).3)2')1').',":;"0$'16"561'),&h"I(C":'$%2136

!" (..%&13)%99;"71&&"3-0"3)"'a8'61').'&":'.%-&'"35"0%J1)/".%6'"35"561'),&

m o d e l d r i n k e r s

#$I had a great time with my friends

and kept a nice buzz% but I didn)t gooverboard because I never do'

#$I had a dinner party and starteddrinking early in the day' i endedup passing out while everyone elsewas having a good time%(and i wasdisappointed that i missed out on all

the fun'

`'",'51)'"K71&&1)/"3-0L"5637"I(C"%&":9%.J1)/"3-0G"237101)/G"$%21)/"03"0%J'".%6'"35"%"561'),G"51/$01)/"36"8%&&1)/"3-0"033"'%69;^"A$1&"7'%)&"0$';",1,)h0"$%2'"0$'"5-)"0$';"&'0"3-0"03"%.$1'2'"%),P36"6-1)',"10"536"

0$'16"561'),&^

9

Problem, Typical and Model Drinkers



Strategic Goals.$%)/1)/",61)J1)/":'$%2136

T

h r o u g h

o u r c o m m u n i c a t i o n Problem Drinkers

!" O'0"0$'&'",61)J'6&"03"6'%91N'"0$';"71&&"3-0"3)"0$'":'&0"8%60&"35"

.399'/'":'.%-&'"35"0$'16"I(C

!" A$63-/$"3-6"7'&&%/'"0$';"@199":'.37'"A;81.%9"I61)J'6&G "3)9;"/'001)/"3-0"35"$%),"3..%&13)%99;G"71)171N1)/"0$'"863:9'7&"0$';".%-&'

Typical Drinkers

!" I1&.3-6%/'"0$'"3..%&13)%9"I(C"35"0$'&'",61)J'6&":;"6'71),1)/"

0$'7"0$%0"0$'16":'&0"'a8'61').'&"$%88')"@$')"0$';",3)h0"/3"32'6:3%6,

!" A$';"@199":'.37'"H3,'9"I61)J'6&G"7%J1)/"0$'"73&0"35"0$'16"83&1012'"&3.1%9",61)J1)/"$%:10&

Model Drinkers

!" Q).3-6%/'"0$'&'",61)J'6&"03".3)01)-'"7%J1)/"0$'"73&0"35"0$'16"

.399'/'"'a8'61').'

T90$3-/$"0$'&'"0%6/'0&"'a$1:10",155'6')0"

,61)J1)/":'$%2136&G"@'"89%)"03".377-)1.%0'"3)'"%99D').378%&&1)/"7'&&%/'"0$%0"@199"%.$1'2'"0$'&'"&'/7')0D&8'.151."/3%9&^

A3"0%6/'0"%99"0$6''"&'/7')0&G"3-6"7'&&%/'"&8'%J&"03"0$'"2%613-&"/63-8&"0$%0"7%J'"-8"0$'&'",61)J'6&*"7%9'&"%),"5'7%9'&G"-88'6.9%&&7')"%),"-),'6.9%&&7')G"O6''J"915'"7'7:'6&G"%0$9'0'&"%),"&8360&"5%)&^"



creative

11

&06%0'/;

Communication Challenge!" Q).3-6%/'"83&1012'",61)J1)/":;",1&86321)/"0$'"7;0$"0$%0"I(C".6'%0'&"0$'"-9017%0'".399'/'"'a8'61').'

Key Insight!" R0-,')0&"I(C":'.%-&'"35"0$'"5'%6"35"71&&1)/"3-0"3)"&37'0$1)/"1)".399'/'

Communication Strategy!" #632'"03"&0-,')0&"0$%0"I(C".%)"7%J'"0$'7"71&&"0$'"'a8'61').'&"0$%0"7%J'".399'/'"KC399'/'L

The BIG Idea

!" A$'"-9017%0'".399'/'"'a8'61').'".37'&"5637"@$%0";3-",3G")30"$3@"7-.$";3-",61)J"

Tone!" A3"'55'.012'9;"7%)%/'"0$'"&')&101210;"35"0$1&"0381."%),"')&-6'"0$'"0%6/'0h&"6'.'8012')'&&G"0$'".%78%1/)"0%J'&"%".3)2'6&%013)%9G"8''6D03D8''6"

03)'"6330',"1)"'2')0D:%&',"&10-%013)&

Timing"!" A3"%231,")'/%012'"6'%.013)&"%),"7%1)0%1)"3-6"03)'G"'a'.-013)&"%,,6'&&"I(C"@10$"&-:09'0;G"@$19'",6121)/"&0-,')0&"3)91)'"03"5-99;"'a8'61').'"0$'"7'&&%/'"1)"%)"%8863861%0'"')2163)7')0"%),"%0"%".3)2')1')0"017'

e x e c u t i o n a l s t r a t e g y Sharability

!" ()91)'"'9'7')0&"35"0$'".%78%1/)"%993@"0$'"7'&&%/'"03":'"'%&19;"&$%6',":;"&0-,')0&G"86321,1)/"0$'7"%)"3-09'0"03"0%9J"03"8''6&"%:3-0"83&1012'",61)J1)/"1)"%"

.375360%:9'"%),"6'9'2%)0"@%;

Reaching the Target!" C3))'.01)/"@10$"&0-,')0&"0$63-/$"%"8''6D,612')"7'&&%/'"@199"'55'.012'9;"6'1)536.'"H3,'9"I61)J'6&h":'$%2136"%),"%,,6'&&"0$'"I(C"863:9'7"35"3-6"8617%6;"0%6/'0"&'/7')0&*"#63:9'7"%),"A;81.%9"I61)J'6&

The BIG Picture!" Y;"').3-6%/1)/"&0-,')0&"03"%231,"0$'".3773)"&3.1%9".3)&'4-').'&"0$%0"0$';"1,')015;"@10$G"@'"@199"'55'.012'9;"6',-.'"0$'"736'"&'613-&".3)&'4-').'&"35"I(C



Logo and Slogan

TaglineI61)J"033"7-.$"%),";3-".%)"71&&"%"930

URL and Call To Action,3)071&&0$1&^.37,3)071&&0$1&^.37Pllllllllll"Z&.$339"M+X[

(6",3)071&&llllllllll^.37"Z71.63&10'"M+X[

12

creative:6%),"1,')010;

t h e l o o

k a n d f e e lA New and Original Brand

!" T".3786'$')&12'":6%),"1&"'&&')01%9"03"%.$1'21)/"6'.3/)1013)"%),".3)01)-10;"536"3-6"7'&&%/'

!" A3"6'7%1)"6'9'2%)0"%),"7%1)0%1)"%""

8''6D03D8''6"03)'G"0$'"C')0-6;"C3-).19"93/3"@199")30":'",1&89%;',"

!" T,,1013)%99;G"%,71)1&06%036&"%6'"@%6;"35"-&1)/"0$'"C')0-6;"C3-).19"93/3"536"'a'.-013)%9"8-683&'&"536"5'%6"35"%&&3.1%013)"@10$",1&0199'6&

Logo!" A$1&"&0%78D91J'".%78%1/)"&;7:39"

1&"'%&19;"6'891.%0',"%),"%.0&"%&"%"6'.3/)1N%:9'"6'71),'6"35"3-6"7'&&%/'

Design Elements!" A$'".16.9'"1)"0$'"93/3"1&"6'86'&')0%012'"35"

%"-)12'6&10;"&'%9e"10"%9&3"&;7:391N'&"0$%0".399'/'"1&"10&"3@)"-)14-'"@369,

!" I30&"6'86'&')0"0$'"&83)0%)'3-&"'2')0&"

0$%0"7%J'"-8"0$'".399'/'"'a8'61').'"

!" T)"178'65'.0"53)0"$'98&"-&"03"&8'%J"1)"%)"1)5367%9G")3)D%-0$3610%012'"03)'

!" T"7-901D$-'".3936"&.$'7'"199-&06%0'&"0$'",12'6&10;"35"0$'".399'/'"'a8'61').'"%),"%993@&"536"2%61%013)"1)"'a'.-013)&"03".377-)1.%0'"0$'"-)14-')'&&"35"1),121,-%9"-)12'6&101'&

a d

e l e m e n t s

Y'.%-&'"&0-,')0&"&8'),"73&0"35"0$'16"017'"3)"0$'"d)0'6)'0G"@'"$%2'".6'%0',"%)"1)0'6%.012'"&3.1%9")'0@36J1)/"'a8'61').'"03"%,,6'&&"I(C^^^



creative

13

0$'"@':&10'Relevant ContentR10'"-&'6&"'a8'61').'"%),"1)0'6%.0"@10$"0$'".%78%1/)h&"7'&&%/'"0$63-/$"%".3)01)-3-&9;"-8,%0',"91&0"35"0$'"038"K,3)h0"71&&L"'2')0&"3)"0$'".3-)06;h&".399'/'".%78-&'&^

Social Media AggregationQ2')0&"%6'"8-99',"5637"8-:91."83&01)/&"3)"838-9%6")'0@36J1)/"&10'&"91J'"]%.':33J"%),"H;R8%.'G"-8,%0',":;"3-6"-)12'6&10;"'2')0"

8%60)'6&"%),"%,,',":;"&10'"-&'6&^

Don’t Miss List Interactiond)"%,,1013)"03"21'@1)/"%),"%,,1)/"'2')0&G"-&'6&"230'"K0$-7:&"-8L"36"K0$-7:&",3@)L"03",'0'671)'"'%.$"'2')0h&"91&0"6%)J1)/^"M&'6&".%)"%9&3".377')0G".3)5167"%00'),%).'G"1)210'"561'),&"%),"&;)."'2')0&"03"0$'16",1/10%9"89%))'6&^

School PagesR360',":;"&.$339G"0$'"I3)h0"H1&&"X1&0":'.37'&".%78-&"&8'.151.^"A3"-0191N'"0$1&G"'2'6;"&.$339"@199""/'0"%",3)071&&0$1&^.37Pllllll"M+X^

Updates and AlertsM&'6&".%)"&0%;"-8,%0',"@10$".-&0371N',""%9'60&"0$63-/$"0$'16"5%23610'",1/10%9"0339&"91J'"A@100'6G"+RR"5'',&G"'D7%19G"%),"0'a0"7'&&%/1)/^

Personalized ExperienceM&'6&".%)".$%)/'"&10'"&J1)"03"%);"

:6%),".3936^

Applications]-99;"5-).013)%9"I3)h0"H1&&"X1&0"%8891.%013)&""')/%/'""-&'6&"3)""1#$3)'G"Y9%.J:'66;G"]%.':33JG"H;R8%.'"%),":93/&^

MicrositesKR0-55"@'h6'"/9%,"@'",1,)h0"71&&L"71.63&10'&"%.0"%&"%":61,/'":'0@'')"'2'6;,%;".399'/'"%),"0$1)J1)/"%:3-0"83&1012'",61)J1)/"$%:10&":;"536@%6,1)/"-&'6&"03"0$'"$37'"8%/'^H1.63&10'&"%6'"93.%0',"%0"-)14-'",3)071&&llllll^.37"M+X&":-0"%6'"%9&3"1),'a',"3)"0$'"7%1)"&10'^"

Microsite Interaction

M&'6&".%)"&-:710"0$'16"3@)"21,'3&"%),"8$303&"03":'"&.6'')',"%),"83&0',"%&")'@".3)0')0^

DOC-Avoidance Tutorials`1J1D&0;9'"0-0361%9&"').3-6%/'"83&1012'",61)J1)/"0$63-/$"&-:09'":-0"-&'5-9"I(CD%231,%).'"018&"91J'"K\3@"A3"f''8"m3-6"Y%6"A%:"I3@)^L

e n g a g i n g t h e t a r g e t



creative

15

'a'.-013)&

c o l l e g e m a g a z i n e "

n e w s p a p e r f o l

d &

o u t P o s t e r s

]-99D&1N'"@%99"83&0'6&"$1/$91/$01)/"0$'"0$1)/&";3-",3)h0"@%)0"03"71&&"%:3-0"&8360&G".3).'60&G"21,'3"/%7'&"%),"/169&h")1/$0&"3-0"@199"%,,".3936"03"0$3&'":9%)J",367"6337G"%8%607')0"36"O6''J"$3-&'"@%99&"7%J1)/"3-6"7'&&%/'"%"8%60"35"&0-,')0&h"8'6&3)%9"&8%.'&^

K R 8 36 0 & L 'a ' . -0 1 3) &

%6 ' . - & 0 371 N ' , 5 36 ' % .$ & .$ 3

39

#%&&',"3-0":;"&06''0"0'%7&G"53-),"1)".399'/'"7%/%N1)'&G"%),"&0-,')0")'@&8%8'6&G"0$'&'"539,D3-0"83&0'6&"%6'",3-:9'D&1,',"@10$"

'%.$"'a'.-013)"5'%0-61)/"3)'"5'7%9'D0%6/'0',"%),"3)'"7%9'D0%6/'0',"36"/'),'6D)'-06%9"83&0'6^



creativeR0-,')0&".%)"51),"3-0"@$%0h&"/31)/"3)"0$1&"@''J'),"@10$"0$'"K`''J'),"I3)h0"H1&&"X1&0L"1)"0$'16".%78-&")'@&8%8'6^"

c o l l e g e n e w s p a p e r s

c o l l e g e p l a n n e rR0-,')0&"@199"51),"3)'"K,3)h0"71&&L"1,'%"536"'2'6;",%;"35"0$'"

;'%6^"A$'6'"@199"%9&3":'"%"71.63&10'"M+X"536"3)'"]61,%;"35"'2'6;"73)0$",6121)/"0$'7"03"%")'@"K,3)h0"71&&lllllllL"21,'3^"

'a'.-013)&

( -6 & 8 3) & 36 ' , '2 ')0 & @1 9 9 : ' 86 371 ) ')0 9 ;

5 ' %0 -6 ' , $ '6 '

16



creative

17

'a'.-013)&

s h o w e r h a n g e r

s a n d d e c a l s#9%.',"1)",367&"%),"O6''J"$3-&'&G"&$3@'6"$%)/'6&"

%),"716636".91)/",'.%9&"86321,'"&0-,')0&"73012%013)"536"%231,1)/"I(C"@$19'"/'001)/"6'%,;"03"/3"3-0^

p i z z a b o x e sT)" 1)0'/6%0',"81'.'"35" 0$'".%78%1/)G":6%),',"81NN%" :3a'&":61)/"

3-6"7'&&%/'"$37'"%),",612'"&0-,')0&"3)91)' "T9&3G"81NN%":3a'&"%6'"5%73-&"536"&-&0%1)1)/"%"9%&01)/"86'&').'"1)"%".399'/'"&'001)/"Z%0"9'%&0"-)019"0$'")'a0"06%&$",%;[^



creative'a'.-013)&

s p o r t s j u m b o t r o n $%0"%88'%6&"03":'"%"&0%),%6,"

&.36':3%6,"KJ1&&".%7L":'.37'&"%"K,3)h0"71&&L"'2')0"@$')"%".3-89'"0%J'&"0$'"KJ1&&L"%"91009'"033"5%6"%),"0$'".38&"$%2'"03"1)0'62')'":;"8-991)/"0$'"0@3"932':16,&"355"

'%.$"30$'6^"j1,'3"5%,'&"3-0"%),"0$'"0%/"91)'"KI61)J"033"7-.$"%),";3-".%)"71&&"%"930L"%88'%6&"3)"&.6'')"53993@',":;"0$'"93/3"%),",3)071&&0$1&^.37"M+X^

18 s

t u d e n t s e c t i o n s e a t d

e c a l sR8360&"0$'7',"8''9D355"

,'.%9&"3)"0$'"&'%0&"35"$37'"0'%7"&0-,')0"&'.013)&"

').3-6%/'"5%)&")30"03"71&&"0$'"'a.10'7')0"35"0$'"/%7'"0$63-/$"I(C^



creative

19

'a'.-013)&

b i k e b i l l b o a r d $')"&0-,')0&"/3"3-0"3)"0$'"@''J'),&G"0$';h99":'"

J''81)/"%" 933J3-0":'0@'')"B?*??"8^7^"%),"U*??"%^7^"536"%"b'6J"61,1)/"%":1J'"%),"8-991)/"%)"'a06%D9%6/'"59%&$1)/"91/$0D-8"%663@"0$%0"&%;&

dontmissthejerkonbike'com\3@".3-9,"%);3)'")30"0'99"0$'16"561'),&"%:3-0"0$1&"3)'n

c o a s t e r s]'%0-61)/"06121%"

%:3-0"038":%6"&3)/&G".3%&0'6&"%),"0%:".%6,&"').3-6%/'"8%063)&")30"03"71&&"0$'16"5%23610'"&3)/&^

m i c r o s i t e $')"0$';"/'0"$37'"%),"93/"3)"03"

,3)071&&0$'b'6J3):1J'^.37"&0-,')0&"51),"%"&$360"5-99D&.6'')"21,'3"35"&37'3)'"&83001)/"0$'"b'6J"0%J1)/"$1&":1J'":199:3%6,"355"%"$-/'" b-78^"

t a b c a r d s

H1.63&10'"536@%6,&"03",3)071&&0$1&^.37"%50'6"21,'3

T99":%6"8%063)&"@199"0%J'"3-6"M+X"$37'"@10$"0$'7^^^"3)"0$'16"$%),^

b a r s t a m p sA$%)J&"03"0$'&'"

0%:".%6,&G"&0-,')0&"@3)h0"71&&"0$'16".6',10".%6,&"1)"0$'"736)1)/^"



PR AND PROMOTIONS

20

S u m m a r y#+"%),"#6373013)&"@199"89%;"%"&1/)151.%)0"

639'"1)"/%1)1)/"%00')013)"%),"6'.'8012')'&&"03"3-6"7'&&%/1)/^"]36"0$1&"6'%&3)G">F="35"0$'".%78%1/)":-,/'0"$%&":'')"%993.%0',"03".6'%01)/"'2')0&"0$%0"@199"/')'6%0'")'@&G"@$19'"')/%/1)/".399'/'"&0-,')0&"0$63-/$"8''6D03D8''6"1)0'6%.013)^"#+"%),"#6373013)&"@199"53.-&"3)"<"J';"'9'7')0&*

!" R06%0'/1."8%60)'6&$18&"0$63-/$3-0":30$"8$%&'&"35"0$'".%78%1/)"@199"

""""""/')'6%0'"93.%9"%),")%013)%9"1)0'6'&0"

!" #6373013)%9"T&&1&0%)0&"Z#T&["3)"'%.$"35"0$'">?".%78-&'&"03"%1,"1)"93.%9"'55360&

!" Qa.101)/"'2')0&"&0-,')0&"@3-9,"71&&"3-0"3)"15"0$';",6%)J"033"7-.$G"@$1.$"6'1)536.'"0$'".%78%1/)

!" ]6''"533,"%),"@%0'6"03"$'98"6',-.'"

I(C"9%0'"%0")1/$0

!" A%)/1:9'"10'7&"536"&0-,')0&"03"J''8"%&"&-:09'"6'71),'6&"35"3-6"7'&&%/'"%),"@':&10'

b u d g e t a l l o c a

t i o n

8637301)/"0$'"7'&&%/'

p r o m o a s s i s t a n t s!" \16'"SF"#T&"%.63&&">?".%78-&'&"Z<"3)"9%6/'"

%),"7',1-7".%78-&'&G"U"3)"&7%99[

!" "#9%)"'2')0&G",1&061:-0'"86373013)%9"10'7&"" """""%),"86321,'".%78-&D&8'.151."

""""""1)5367%013)"

!" W'0@36J"@10$"0$'"-)12'6&10;"%,71)1&06%013)"%),"36/%)1N'"7%)83@'6"5637"93.%9"8%60)'6&

#6373"#%.J&"""""""""""" F?=

X%0'DW1/$0"Q2')0&""" BB=

I_"I%).'"C3).'60""" U<=

#6373"T&&1&0%)0&"Z#T&["""E=

R861)/"Y6'%J""" " ""F=

T);017'"Q2')0&""" "">=

C3)5'6').'&" """ ""B=



PR AND PROMOTIONS

21

86383&',"&06%0'/1."8%60)'6&

l o

c a l p a r t n e r s h i p s - p h

a s e o n e a n d t w o .University Program Councils and

Student Activity Boards!" T..'&&"03".%78-&"'2')0&!" H%)83@'6"536"&06''0"0'%7&!" C3)061:-013)"35"%8863a^"VUG???"8'6"&.$339"

Residence Life and On-campus Living!" T..'&&"03",367&!" C3)061:-013)"35"%8863a^"V>G???"8'6"&.$339

Off-Campus Living!" C377-)10;"T&&1&0%)0&"@199",'912'6"86373"10'7&"%),"1)5367%013)"03"&0-,')0&"1)"355D.%78-&"$3-&1)/

Greeks Advocating Mature Management ofAlcohol (GAMMA/BACCHUS)!" +'%.$"O6''J"838-9%013)"-&1)/"OTHHT"

03",1&061:-0'"86373013)%9"10'7&"%),"1)5367%013)"%0"O6''J"$3-&1)/"%),"'2')0&

Coalition Advocating ResponsibleDrinking Decisions (CARDD)

!" #6321,'"4-%)010%012'"&0%01&01.%9"'2%9-%013)"35"I(C"3)"&8'.151.".%78-&'&"536"#$%&'"()'"%&"@'99"%&"

.3)01)-%013)"'2%9-%013)

Athletics!" #T&"@199",'0'671)'"178360%)0"%0$9'01."

'2')0&"536"86373013)%9".3)&1,'6%013)&!" (0$'6"&0-,')0"36/%)1N%013)&"Z1^'^""""""""M)12'6&10;"#63/6%7"C3-).19["@199"%1,"0$'""""""""""""#T&"@10$"7%)83@'6

American Council on Education!" gg="35"T7'61.%)"1)&010-013)&"%6'"7'7:'6&"!" R'),"%"C')0-6;"C3-).19"6'86'&')0%012'G"

%93)/"@10$"'a$1:10"03",1&89%;"%99".%78%1/)".377-)1.%013)".3783)')0&G"03"0$'"T7'61.%)"C3-).19"3)"Q,-.%013)h&"

W%013)%9"H''01)/"%00'),',":;"-)12'6&10;"8635'&&13)%9&")%013)@1,'

!" C3)061:-013)"35"V>?G???"536".3)01)-%013)

AD Council!" C-66')0"C')0-6;"C3-).19"8%60)'6 !" T1,"1)"0$'".3)01)-%013)"35".%78%1/)"

&06%0'/1'&"0$63-/$",3)%0',"%,"&8%.'

US Department of Education!" R'),"%"C')0-6;"C3-).19"6'86'&')0%012'"

03"0$'"W%013)%9"C3)5'6').'"3)"I6-/&"

%),"T9.3$39"%),"(0$'6"I6-/&!" T..'&&"03"8-:91.%013)&"&')0"03".399'/'"

%,71)1&06%036&!" C3)061:-013)"35"VB<G???"536".3)01)-%013)

Distilled Spirits Council of the United States!" R'),"%"C')0-6;"C3-).19"6'86'&')0%012'"

03"A$'"T7'61.%)"C%78-&"%),"T9.3$39"C3)5'6').'"03"/%1)")%013)%9"%@%6')'&&

!" C3)061:-013)"35"V>?G???"536".%78%1/)".3)01)-%013)"

n a t i o n a l p a r t n e r s h i p s - p

h a s e T w o .

Bars!" #T&"@199",'0'671)'"838-9%6":%6&"%),"

'2')0&"3)"0$'16".%78-&!" #6373013)%9"10'7&"@19 9":'",1&061:-0',

n a t i o n a l p a r t

n e r s h i p sMTV

!" Y'.37'"%)"%88632',"-&'6"35"HAj"A$1)J"03"83&0"1)5367%013)"3)91)'"%),":-19,

""""""%@%6')'&&"35"3-6"1)101%012'&!" Y-19,"6%88360"@10$"HAj"1)"36,'6":'"%"8%60"35"

0$'16"R861)/"Y6'%J"86'&').'"1)">?B?

d)"%,,1013)"03"0$'"%))-%9".3)061:-013)"5637"0$'",1&0199'6&G"0$'"030%9"73)'0%6;"

,3)%013)"5637"93.%9"%),")%013)%9"8%60)'6&"1&"VB<<G???



PR AND PROMOTIONS

22

K,3)h0"71&&L"'2')0&

f o u r

l a t e &

n i g h t e v e n t sDon’t Miss DJ Dance Party

!" Y6'%JD3-0"6'71a"8'65367'6&G"I1&.3A'.$!" m'%6"93)/".3).'60"03-6"3)"BE"7',1-7"

%),"9%6/'".%78-&'&"5637"BB"8^7^D>"%^7^!" >??"@%0'6":3009'&"@199":'",1&061:-0',"%0"

'%.$"&$3@"!" >F"$3-6&"86136"03"0$'".3).'60G"/93@"&01.J&G"

,%).'6&"@10$"%)"32'6&1N',"&0'6'3"%),"7%64-''"@199"863730'"'2')0

Don’t Miss Free Food!" #T&"03"$3&0"%"73)0$9;"71,)1/$0"7'%9"

"""""""/121)/"&0-,')0&"56''"533,"%),"@%0'6"5637""""""""""71,)1/$0"-)019">"%^7^""""!" Y3009',"@%0'6"$%),3-0&"1)"$1/$D06%551."

,61)J1)/"%6'%&"03"%1,"1)"I(C"86'2')013)

Don’t Miss Massive Inflatables!" H-90189'"1)59%0%:9'"3:&0%.9'".3-6&'&!" ]9%&$91/$0&",1&061:-0',">F"$3-6&"86136"@10$"

'2')0"1)53

Don’t Miss Midnight Frisbee!" O93@D1)D0$'D,%6J"561&:''"3)"838-9%6"%6'%"

35".%78-&

!" #63730',"0$63-/$"56''"561&:''"1)"I3)h0"H1&&"`'9.37'"Y%.J"`''J'),"#%.JG"@$1.$",16'.0&"03",3)071&&71,)1/$0561&:''^.37"21,'3

f o

u r a n y t i m e e v e n t sDon’t Miss Rivalry Game Days

!" #T&"@199"$%),"3-0"86373013)%9"5330:%99&"%),".-&0371N',"53%7"51)/'6&"%&"@'99"%&"533,"%),"@%0'6

!" A%19/%0'&"5-60$'6"6'1)536.'".%78%1/)"7'&&%/'"%),"86'2')0")'/%012'".3)&'4-').'&

Don’t Miss Mad Lib Photo Competition!" I-61)/"0$'"5%99"4-%60'6P&'7'&0'6""""""""&0-,')0&"@199"&-:710"0$'16"3@)"H%,"X1:&"""""

"""""""%93)/"@10$"8$303&"0$%0".%80-6'"0$'16"""""""""""K:'&0".399'/'")1/$0L!" `1))'6&"3)"'%.$".%78-&"@199"$%2'"0$'16"

8$303"%),"H%,"X1:"8-:91&$',"1)"0$'">?B?".%9'),%6"$%),',"3-0"1)"I3)h0"H1&&"m3-6"+'&39-013)"#%.J&

" D"A38"U"@1))'6&"3)"'%.$".%78-&""" """""""""""""""""@199"6'.'12'"%",1/10%9".%7'6%"

Don’t Miss Spring Break !" H36'"0$%)"E<?G???"&0-,')0&"2%.%013)"03"

#%)%7%"C10;G"]X"%),"C%).-)"H'a1.3G"%..36,1)/"03"m3-0$"H%6J'01)/"

"""""""C3))'.013)!" #6'&').'"%0"I(C"$30"&830G"#%)%7%"C10;G"

]9361,%" D"H%6.$"D"F"@''J&" D"#-:91.10;"21%"6')0',":'%.$"&8%.'G""""""""""""""""""""":6%),',"0')0&G"%),":'%.$":%99&" D"(55'6"533,G"/-7G"@%0'6"%),"30$'6""""""""""""""""""""10'7&"1)"%"B<D5330"81o%0%".3)0'&0" D"#6373013)%9"Y'%.$"A'%7"35"B?"" ""@36J'6&

Don’t Miss All Campus Water Fight!" Y6%),',"@%0'6"/-)&G"&861)J9'6&"%),"$3&'&"

&'0"-8"1)"%".3773)"%6'%!" #T&"%),"93.%9"8%60)'6&"03"863730'"'2')0



24

media,'912'61)/"0$'"7'&&%/'

I m p l e m e n t a t i o nMedia Budget

!" V<^<"719913)"35".%78%1/)":-,/'0"%993.%0',"03@%6,"7',1%

!" #617%619;".3).')06%0',"3)">?".%78-&'&"536"3)'";'%6"Z#$%&'"()'[

!" W%013)%9"Z3)91)'"k"'7'6/1)/["%),"93.%9"7',1%

!" X3.%9"8%60)'6&$18&

Primary Media Objectives!" C6'%0'".%78%1/)"%@%6')'&&"35"g?="

3)">?"0%6/'0".%78-&'&

!" I612'"S?="35"&0-,')0&"6'%.$',"03"0$'",3)071&&0$1&^.37"@':&10'

+%013)%9'*"C399'/'"&0-,')0&"%6'"$'%2;"-&'6&"35"3-6".$3&')"7',1%"%),"%6'",')&'9;"

.3).')06%0',"/'3/6%8$1.%99;

Secondary Media Objective!" T.$1'2'"%)"32'6593@"%@%6')'&&"35"

>?="3)")3)D0%6/'0".%78-&'&"0$63-/$")%013)%9"3)91)'"7',1%":-;&"%),".%78%1/)"&$%6%:1910;

()91)'PQ7'6/1)/"""""<U=

W3)D06%,1013)%9""""""""U<=

A6%,1013)%9""""""""""""""""B>=

Reach and Frequency!" C%78%1/)"6'%.$"35"g?="%),"

56'4-').;"35"E^?"%&",'0'671)',":;"""""""0$'"(&063@"H3,'9

!" \1/$"56'4-').;"03"'55'.012'9;"

1)063,-.'"%")'@".%78%1/)

!" #9%.'"7',1%"@$'6'"&0-,')0&"&8'),"0$'16"017'

Scheduling!" R'80'7:'6"BG">??S"D"T-/-&0"UBG">?B?!" C31).1,'"@10$"%.%,'71.".%9'),%6"

Media Mix Strategy!" Q55'.012'9;"6'%.$"0'.$D&%22;"

&0-,')0&"@$3"%6'".3)&0%)09;""""""3)D0$'D/3"!" ]3.-&"3)"'7'6/1)/G"3)91)'"%),"""""")3)D06%,1013)%9"7',1%

!" +'%.$"0%6/'0"@$')"0$';"%6'"73&0"91J'9;"03":'"')/%/',"1)"0$'"7'&&%/'"

!" #617%619;"%17"03",612'"06%551."03"0$'"@':&10'"536"5-60$'6"1)0'6%.013)""

"""""

!" ()91)'"%),"'7'6/1)/"7',1%".3)&010-0'"

0$'")%013)%9G"32'6D%6.$1)/"'9'7')0&"35"0$'".%78%1/)"86321,1)/")%013)%9"6'%.$"1)"%,,1013)"03"0$'">?"0%6/'0".%78-&'&

!" W3)D06%,1013)%9"%),"06%,1013)%9"7',1%"@199":'""1789'7')0',"93.%99;"3)"0$'">?".%78-&'&"



media/'3/6%8$;

Large Schools Z%8863a^">cG???p"-),'6/6%,&[B^"T61N3)%"R0%0'"M)12'6&10;"D"A'78'G"Tq>^"H1.$1/%)"R0%0'"M)12'6&10;"D"Q%&0"X%)&1)/G"HdU^"($13"R0%0'"M)12'6&10;"D"C39-7:-&G"(\F^"#'))"R0%0'"M)12'6&10;"D"M)12'6&10;"#%6JG"#T<^"M)12'6&10;"35"C3936%,3"D"Y3-9,'6G"C(c^"M)12'6&10;"35"]9361,%"D"O%1)&2199'G"]XE^"M)12'6&10;"35"d991)31&"D"M6:%)%G"dXg^"M)12'6&10;"35"A'a%&"D"T-&01)G"Ar

S^"M)12'6&10;"35"`1&.3)&1)"D"H%,1&3)G"`dB?^"`'&0"j16/1)1%"M)12'6&10;"D"H36/%)03@)G"`j

Medium Schools"ZB?G???"D"><GSSS"-),'6/6%,&[B^"($13"M)12'6&10;"D"T0$')&G"(\>^"R;6%.-&'"M)12'6&10;"D"R;6%.-&'G"WmU^"M)12'6&10;"35"O'36/1%"D"T0$')&G"OTF^"M)12'6&10;"35"X3-1&2199'"D"X3-1&2199'G"fm<^"M)12'6&10;"35"W'@"\%78&$16'"D"I-6$%7G"W\c^"M)12'6&10;"35"R3-0$'6)"C%91536)1%"D"X3&"T)/'9'&G"CTE^"j%),'6:190"M)12'6&10;"D"W%&$2199'G"AW

Small Schools Z?"D"SGSSS"-),'6/6%,&[B^"I'8%@"M)12'6&10;"D"O6'').%&09'G"dW">^"+%),398$DH%.3)"C399'/'"D"T&$9%),G"jTU^"`%J'"]36'&0"M)12'6&10;"D"`1)&03)DR%9')G"WC

!" C63&&D6'5'6').',"038"8%60;"&.$339"6%)J1)/&G"-),'6/6%,-%0'"')63997')0G"%0$9'01."863/6%7""%),P36"O6''J"915'"&06')/0$"%),"/'3/6%8$1."93.%013)

!" A$6''".%78-&"&1N'&"03"/%-/'"""""""'55'.012')'&&"35".%78%1/)"1)"""""""",12'6&'"')2163)7')0&"!" T99"&'9'.0',".%78-&'&"$%2'"%"86371)')0"

%&&3.1%013)"@10$"I(C

r a t i o n a l e

25



Campaign Continuation8$%&'"3)'"'2%9-%013)"k"8$%&'"0@3

!" A3"/')'6%0'"9%&01)/G"7'%&-6%:9'"6'&-90&G"0$'".%78%1/)"7-&0".3)01)-'"%50'6"#$%&'"()'"536"%0"9'%&0"<";'%6&

!" ]-),1)/"536"#$%&'"A@3"@199".37'"5637".3)061:-013)&"5637")%013)%9"&06%0'/1."8%60)'6&G"%&"@'99"%&"%)"'a8'.0',"VB?"719913)"5637"0$'",1&0199'6&

!" ,3)071&&0$1&^.37"@':&10'G")%013)%9"

.3)5'6').'&G"%,71)1&06%036&h"3)91)'"$-:"%),")%013)%9"&06%0'/1."8%60)'6&$18&"@199"')&-6'".3)01)-%013)

!" (-6"&3.1%9")'0@36J1)/"&10'"@199".3)&0%)09;":'"-8,%0',"21%"-&'6D/')'6%0',".3)0')0

dontmissthis.com

National Conferences

!" d)"36,'6"03"1789'7')0"0$'".%78%1/)")%013)@1,'G"10"1&"'&&')01%9"03".377-)1.%0'"@10$"%,71)1&06%036&"0$63-/$"%"5'%0-6',""86'&').'"%0"&-//'&0',"8%60)'6&h")%013)%9".3)5'6').'&"21%"%"C')0-6;"C3-).19"6'86'&')0%012'*

B^" M^R^"I'8%607')0"35"Q,-.%013)h&"T))-%9"W%013)%9"H''01)/"3)"T9.3$39"%),"(0$'6"I6-/"T:-&'"%),"j139').'"#6'2')013)"1)"\1/$'6"Q,-.%013)

!" Q).3-6%/'".377-)1.%013)":'0@'')"

%,71)1&06%036&"%),"#T&"5637"%99".%78-&'&

!" T993@"%,71)1&06%036&"%..'&&"03"""""""'a'.-013)%9"8%.J%/'&"0%1936',"03"0$'16""""""

"""""""&.$339

!" T,71)1&06%036&"6%0'"0$'16"&.$339&"3)"""""""')63997')0G"863:9'7"9'2'9"%),":-,/'0"

c o n t i n u a t i o n

Online Hub

!" ]'',:%.J"5637".38;0'&01)/"%50'6"#$%&'"

()'"@199"%993@"536"5-0-6'"178632'7')0&

!" A$63-/$"$-:"5'',:%.J"5637"#T&"%),"%,71)1&06%036&G"@'"@199"73)1036"'55'.012')'&&"35"2%613-&"0%.01.&"

!" d)0'6)'0"%)%9;01.&"@199",'0'671)'"&10'"06%551."%),"86'5'66',"'a'.-013)&

!" X3.%9"%),")%013)%9"8%60)'6&"@199"86321,'"&0%01&01.%9"'2%9-%013)"35"6',-.013)"1)"

%9.3$39D6'9%0',"1).1,')0&

We Will Also Test

E V A L U A T I O

N

#$I like it'( you)re sayingthere are better ways todrink in order to Really

enjoy college'''D"C3-60)';G"_-)136

Copytesting

!" X3/3"%),"0%/91)'"6'.'8013)!" #'6.'8013)&"35"7'&&%/'"6'9%012'"03"7',1-7!" C38;"536"2%613-&"'a'.-013)&

!" #6'D.%78%1/)"53.-&"/63-8

28

>^" T7'61.%)"C3-).19"3)"Q,-.%013)h&">U6,"T))-%9"H''01)/

U^" I1&0199',"R81610&"C3-).19"35"0$'"M)10',"R0%0'&h"T7'61.%)"C%78-&"%),"T9.3$39"C3)5'6').'



Campaign Continuation3)91)'"$-:

!" T);"-)12'6&10;"1)"0$'".3-)06;G"6'/%6,9'&&"35":-,/'0G".%)"1789'7')0"0$1&".%78%1/)""""""""""

""""""03"%,,6'&&"0$'16"&8'.151."I(C"863:9'7

!" T,71)1&06%036&G"$'%90$"8635'&&13)%9&"%),"#T&"@199"93/"1)"03"%"&'8%6%0'"3)91)'"@':&10'":-190"

03"863730'".377-)1.%013)"%),",1&061:-013)"35"0$'".%78%1/)

!" A$'".%78%1/)"/')'6%036",'0'671)'&"0$'16"&8'.151.")'',"%),"&-//'&0&"3)'"35"0$6''".%78%1/)"8%.J%/'&

!" T,71)1&06%036&"7%;"380"03"8-6.$%&'"0$'"8%.J%/'"3)91)'e".3&0"@199":'".3)01)/')0"3)".3)061:-013)&"5637"8%60)'6&"%&"@'99"%&"5-),1)/"5637"0$'"%&&3.1%0',",1&0199'6&

!" ]6''",3@)93%,%:9'".%78%1/)"93/3&"%),"""""""&1789'"861)0"'a'.-013)&"@199"%9&3":'"355'6',

!" d)"%,,1013)G"0$'"$-:"@199"&'62'"%&"%":93/G"%993@1)/"536".377-)1.%013)"%73)/"-)12'6&10;"8635'&&13)%9&"%),"#T&

29



closing

30First Row*"f%01'"H33)';"%),"X1N"]399'0""Second Row*"H'9%)1'"f9'1)G"f%01'"Y-6J$%60G"T7;"R@'%61)/')G"X%-6')"C36)%G"A17"A1/$'G"C%),%.'"R01)'G"X%-6')"H199'6G"j1.036"+%&/%101&G"_%&3)"m3-)/G"C%7'63)"`33,6-55G"H'/%)"#%;)0'6"%),"T),6'%"f3N%J'@1.$"""""

"

,16'.036&



closing

31

0'%7&

m a r k e t i n g t e a mLauren Miller, DIRECTOR

Jason Young, DIRECTORf17"T7',63H10.$"Y%69';R%6%$"Y-'90'67%)_%71'"Y-J21.X%-6')"Y;6@%

X%-6')"C36)%+;%)"I'%&'A'6'&%"I'_3$)R$%))3)"I-55;I%)1'99'"Q1&'60T::;"O6177C$%,"\%62199'H'9%)1'"f9'1)H%9936;"f;9'Q719;"X%&J3W1JJ1"X%@9'6 I%)1'9"W3661&

H'/%)"#%;)0'6 C%7'63)"R.$''0Nf'),%9;)"R.$63.J C%),%.'"R01)'A17"A1/$'T991&3)"`1.$1'_36,%)"m3-0NX%-6')"m-&J3

c r

e a t i v e t e a mMegan Paynter, DIRECTOR

Victor Rasgaitis, DIRECTORf17"T7',63I3-/"Y%16 H10.$"Y%69';T91&3)"Y%601&$R%6%$"Y-'90'67%)

X%-6')"Y;6@%+;%)"I'%&'+3:'60""I399R$%))3)"I-55;T::;"O6177C$%,"\%62199'R%),1"\')&'9Q61."_-6J321.+':'..%"f3.$T),6'%"f3N%J'@1.$H%9936;"f;9'Q719;"X%&J3

W1JJ1"X%@9'6 I%)1'9" W3661&f61&0')"+'1,f%0'"R1'6N8-03@&J1f'10$"R9-&&A6%.;"R0%)51'9,_3&$-%"A%;936 H'91&&%"`'19'6 Q61."`$10'T991&3)"`1.$'C%7'63)"`33,6-55_%&3)"m3-)/

_36,%)"m3-0N

p r o d u c t i o n t e a m

p r a n d p r o m o t i o n s t e a m

Andrea Kozakewich, DIRECTORCameron Woodruff, DIRECTORI3-/"Y%16 C$%,"\%62199'I%)1'99'"H3661&X1),&';"W'191)/H'/%)"#%;)0'6

A6%.;"R0%)51'9,X1N"`'&0'),365

Lauren Corna, DIRECTORCandace Stine, DIRECTORAmy Swearingen, DIRECTORTim Tighe, DIRECTOR

f%01'"Y-6J$%60I%)1'99'"Q1&'60T::;"O6177H'9%)1'"f9'1)W1JJ1"X%@9'6 X%-6')"m-&J3

m e d i a t e a mKatie Burkhart, DIRECTOR

Melanie Klein, DIRECTORR%7"TJ1)&R%6%$"Y-'90'67%)X%-6')"C36)%I%)1'99'"Q1&'60H%61'"O'60N

C$%,"\%62199'+':'..%"f3.$H'/%)"#%;)0'6 C%),%.'"R01)'T7;"R@'%61)/')T91&3)"`1.$1'

s p e c i a l

t h a n k sI6^"X'3)"T),'6&3)"

Y633J'"Y%663)I6^"\3)/"C$')/C6%1/"I%21&T9%))%"O'3/$'/%)W%,1%"\19'A'66;"f33)&I':"H',&J'6 I3-/"#'0010_%J'"#$19918&I6^"f')0"R710$I6^"A$37%&"j%),'6"j')I6^"C%6&3)"`%/)'6 X%-6'9"`1').'J

Liz FolletKatie Mooney

Campaign Directors

Ohio University NSAC 2009: Century Council

Documents

Transcript of Ohio University NSAC 2009: Century Council