2. Situation
Analysis
“The services provided by the
SPD are of high quality, but need
to be supplemented”
COMPETITIVE ANALYSISCONSUMER ANALYSIS
MARKET ANALYSIS
“Our consumers are
often too busy or
distracted to lock
their cars.”
COMPANY ANALYSIS
“There have been several
campaigns of this nature carried
out by police departments. . . this
is a new venture for The SPD
and UCO.”
“The competition we face
is a little on the less
traditional side.”
3. SWOT
Analysis.
STRENGTHS
WEAKNESSES
OPPORTUNITIES THREATS
The Stillwater Police Department is an
effective agency and are capable of aiding
our campaign.
We have the advantage of a small target
market that will be easier to reach.
There are no programs of this kind directly
competing for the attention of our targets
Our budget is limited compared to our
goals.
The campaign time-frame is short.
Our targets are preoccupied and easily
distracted.
There is a need for the campaign due to high crime
rate. The demand is there, now we have the
opportunity to meet the demand.
Lock it or Lose it serves a good cause. This program
will provide a valuable service to the community.
We have an opportunity to create awareness and
educate community members.
This campaign will provide an example for other
communities.
People don’t generally care about public
service campaigns.
Community members might not be willing to
participate in the program or help the police to
monitor suspicious behavior.
Criminals might have the perception that
Stillwater is an easy target.
4. Target
Market
FAST-PACED STUDENT
Joshua is a college student at OSU
that lives in an apartment with two
roommates. He attends school full
time and works a part time job. He is
busy and doesn’t have time to think
about a lot of practical things,
including locking his car.BUSY PARENT
Carol is a 30 year old single
mother with two kids. She
works often and is a busy mom.
She is conscious about locking
her car, but occasionally
forgets when caught up in
taking care of her kids.
Sue and Charles are in their 60’s living in a single-family
home in Stillwater. They are a couple living a leisurely
lifestyle. They don’t often think about locking their cars
because they believe their neighborhood is safe.
SINGLE-FAMILY
HOUSE RESIDENTS
5. of auto and property crimes happen at night.66%
86% of break-ins were in residential areas.
93% of the cars broken into are unlocked.
367 break-ins happened during one year.
Research
PRIMARY REASONS CARS ARE UNLOCKED
1.
They get distracted and forget to lock
their car.
2.
They believe there is no reason to lock
their car, they believe their neighborhood
is safe enough to leave the car unlocked.
6. Objectives
Strategies
MARKETING OBJECTIVE
“Our main marketing objective is to create a
shell campaign for the Stillwater area that
can be run in other cities across the country.”
ADVERTISING OBJECTIVE
“We want to reach prospects in situations when
they need to remember to lock their car, primarily
while they are in their car or about to leave it.”
MARKETING STRATEGY
“Issuing PSA’s on the radio, setting up interviews with local news programs,
and using social media tools, such as Twitter and Facebook. To remind people
to lock their cars, we will create informational cards, door hangers, yard
signs, keychains, air fresheners, and other promotional items.”
“Reminding people to lock their vehicles by reaching them in times and
situations when they need to remember to lock their cars. We will address the
second problem by raising awareness and educating people in the Stillwater
area about the dangers of leaving your vehicle unlocked.”
STRATEGY
8. HELP US HELP YOU.
LOCK IT
LOSE IT
or
A Stillwater Police Department Public Service
CRIME IS IN YOUR
NEIGHBORHOOD
LOCK IT
LOSE IT
or
of the cars broken into in this
area are unlocked.
of these incidents happen at
night.
of these crimes were
committed in a residential area.
93%
60%
86%
A Stillwater Police Department Public Service
Help us prevent property thefts in Stillwater.
9. HUNDREDS OF CARS ARE BROKEN
INTO IN STILLWATER EVERY YEAR.
LOCK IT
LOSE IT
or
93% of those cars
are unlocked.
A Stillwater Police Department Public Service
10.
11. PROMOTIONAL
Bumper sticker
Keychains
Air Fresheners
Window Cling
TRADITIONAL OUT-OF-HOME
Radio Spots
Informational Cards
PSA on big screen at football
games- video of people going
through the parking lots checking
car doors.
Yard signs
DIGITAL & SOCIAL
twitter & facebook
online video
Media
12. 2000 KEYCHAINS...............................................$640.00
250 AIR FRESHENERS.........................................$422.50
1000 STICKERS..................................................$380.00
RADIO............................................................$2400.00
INFORMATIONAL CARDS.....................................$200.00
YARD SIGNS......................................................$500.00
COMMUNITY POSTERS........................................$250.00
SOCIAL MEDIA TRAINING....................................$200.00
TOTAL............................................................$4992.50
Budget
