3. CARBONDALE IS THE HEART OF “LITTLE EGYPT” IN SOUTHERN ILLINOIS.
SPHINX MEASURES AND DEFINES SUCCESS BY BUILDING RELATIONSHIPS
A SYNERGISTIC BLEND OF INTEGRATED MARKETING COMMUNICATIONS.
IT IS OUR BELIEF THAT EACH OF THESE ELEMENTS IS FUNDAMENTAL
DELIVERING STRONG RESULTS AND POWERFUL IDEAS, WE ARE
SPHINX ADVERTISING—AN INTEGRATED MARKETING AGENCY.
DELIVERING STRONG RESULTS AND POWERFUL IDEAS, WE ARE
SPHINX ADVERTISING—AN INTEGRATED MARKETING AGENCY.
DELIVERING STRONG RESULTS AND POWERFUL IDEAS, WE ARE
PAGE2
0ur Story
THE GREAT SPHINX IN EGYPT IS CARVED OUT OF ROCK.
IT HAS THE HEAD OF A PHARAOH AND THE BODY OF A LION,
REPRESENTING WISDOM AND STRENGTH.
CARBONDALE IS THE HEART OF “LITTLE EGYPT” IN SOUTHERN ILLINOIS.
IT IS THE HOME TO SOUTHERN ILLINOIS UNIVERSITY,
THE SALUKIS, AND SPHINX ADVERTISING.
SPHINX MEASURES AND DEFINES SUCCESS BY BUILDING RELATIONSHIPS
WITH CLIENTS AND PROVIDING INNOVATIVE SOLUTIONS
TO THEIR CHALLENGES.
IN THE SPIRIT OF OUR NAMESAKE,
WE BELIEVE THAT THE BEST IDEAS COME FROM
A SYNERGISTIC BLEND OF INTEGRATED MARKETING COMMUNICATIONS.
BRAINS AND BRAWN. YOUTHFULNESS AND YEARNING.
INTELLIGENCE AND INSTINCT. LEARNING AND LIVING.
IT IS OUR BELIEF THAT EACH OF THESE ELEMENTS IS FUNDAMENTAL
IN CREATING AN INVIGORATING AND SUCCESSFUL CAMPAIGN.
DELIVERING STRONG RESULTS AND POWERFUL IDEAS, WE ARE
0ur Story
4. PAGE3
TABLE 0F CoNTENTS
CHARTS & TABLES
ABOUT SPHINX 2
EXECUTIVE SUMMARY 3
INTRODUCTION 4-5
SITUATION ANALYSIS 6-12
COMPANY & COMPETITIVE ANALYSIS 6
CONSUMER ANALYSIS 7
MESSAGE ANALYSIS 8
RESEARCH FINDINGS 9-10
CHALLENGES & SOLUTIONS 11
CAMPAIGN OBJECTIVES 12
CREATIVE STRATEGY 13-24
CREATIVE STRATEGY 15-16
CREATIVE & GUERILLA EXECUTIONS 17-20
ONLINE MARKETING 21-22
RAWATHALON & PUBLIC RELATIONS 23-24
MEDIA STRATEGY 25-30
FLOW CHART 29
EVALUATION 30
REFERENCES 31
ACKNOWLEDGEMENTS 32
CHART 1 7
CHART 2-4 9
CHART 5-6 10
CHART 7 28
TABLES 1-2 28
The case study provided by The Century Council directed us to develop
an integrated communications campaign to raise awareness about dangerous
overconsumption of alcohol and its consequences among college students.
According to the study, the proposed plan required that the emphasis be placed on
tactics that can be executed independently and part of a broader cohesive strategy.
The suggested budget for the national campaign is $10 million.
SPHINX ADVERTISING at SIUC dove into the problem head first by investigating the
extent of dangerous overconsumption of alcohol by conducting a series of primary
research activities and by utilizing the resources offered by the CORE Institute here on
campus. Our research suggested that we belong to a typical campus where a majority
of students frequently engage in binge drinking, but have the feeling that they are not
vulnerable to the negative consequences associated with dangerous overconsumption
of alcohol.
Based on our research inputs, SPHINX ADVERTISING developed and executed a
campaign that centered around the strategy of ‘What’sYour Story?’ that highlights
college students’ personal experiences that arise from the dangerous over-
consumption of alcohol. The campaign is driven by creating one-on-one personal
interactions between students to raise awareness about the afore mentioned problem.
The campaign was implemented on campus at SIUC with great effectiveness and
resulted in achieving most of our set objectives. The campaign created a buzz and
was widely reported in the local media. SPHINX ADVERTISING has devised a scalable
plan that will help us execute this campaign at a national level. The plan suggests
that the $10 million be used by offering half of the budget to scholarships to deserving
students who will then become student ambassadors in the 250 largest universities in
the United States. These students will act as ambassadors for The Century Council and
will play the vital role of spreading the message of responsible drinking habits. The
remaining half of the budget will be alloted to executing promotional tactics.
The campaign will solely focus on spreading The Century Councils’ message to all
college students targeted. No dollar spent during the duration of the campaign will be
spent without the seriousness and importance of the problem in mind. To ensure this,
we have set up a number of evaluations at every level to measure the success of the
campaign.
EXECUT IVE SUMMARY
5. “I spent Saturday night in the ER getting
my stomach pumped, while my friends had fun...”
PAGE4
The Century Council (TCC) is the sponsor of the 2009 National Student
Advertising Competition.The Council, founded in 1991, is a national,
independent, not-for-profit organization dedicated to creating programs that
fight drunk driving and stop underage drinking.This year’s competition is
notable because it is the first time the NSAC will address a social issue; that is,
combating dangerous overconsumption of alcohol by college students.
Even thoughTCC has been instrumental in creating strategies to assist
campuses across the country, the problem of overconsumption of alcohol
persists. In fact, studies indicate that binge drinking has become a major health
and safety concern for today’s college students.
The case study calls for the development of a communications campaign
that is national but can be implemented by a single campus.True to their
values, the campaign must be research-based and avoid prescribing a
social norm. The expectation is thatTCC will be recognized as a leader in
responsible decision-making concerning alcohol. Ultimately, the organization
will be seen as providing solutions to the problem; solutions that will create a
‘buzz’ among youth.
INTRoDUCT IoN
6. PAGE5
Defining the problem
SPHINX ADVERTISING recognized that this problem of dangerousrecognized that this problem of dangerous
overconsumption of alcohol has many dimensions. Traditionally bingeoverconsumption of alcohol has many dimensions. Traditionally binge
drinking has been defined as the consumption of more than four alcoholicdrinking has been defined as the consumption of more than four alcoholic
beverages among women and five drinks among men in about twobeverages among women and five drinks among men in about two
hours. But this notion of binge drinking tends to be very rigid and doeshours. But this notion of binge drinking tends to be very rigid and does
not encompass all the nuances of the average college students’ drinkingnot encompass all the nuances of the average college students’ drinking
habits. Our research suggested that we use a definition of dangeroushabits. Our research suggested that we use a definition of dangerous
overconsumption of alcohol that students’ could relate to on a personaloverconsumption of alcohol that students’ could relate to on a personal
level based on their individual experiences. This level could be as low aslevel based on their individual experiences. This level could be as low as
a single drink for certain students and could be several drinks for certaina single drink for certain students and could be several drinks for certain
others. However, the ultimate goal of our campaign remains in creatingothers. However, the ultimate goal of our campaign remains in creating
awareness about negative consequences that arise from dangerousawareness about negative consequences that arise from dangerous
overconsumption of alcohol.
Scope of the suggested plan
SPHINX ADVERTISING realizes that binge drinking is an issue of graverealizes that binge drinking is an issue of grave
importance to universities and college student communities, becauseimportance to universities and college student communities, because
of the harsh realities that exists in the statistics that abound relating toof the harsh realities that exists in the statistics that abound relating to
dangerous overconsumption of alcohol.
This plans book spells out our campaign by first looking at the primaryThis plans book spells out our campaign by first looking at the primary
and secondary research to reveal the situation analysis, followed by theand secondary research to reveal the situation analysis, followed by the
objectives and strategy of the campaign, leading to activities that wereobjectives and strategy of the campaign, leading to activities that were
executed on the SIUC campus, which guided us to develop parameters forexecuted on the SIUC campus, which guided us to develop parameters for
the national campaign. The campaign spells out in detail the logistics thatthe national campaign. The campaign spells out in detail the logistics that
need to be carried out which includes the creative, the media, the publicneed to be carried out which includes the creative, the media, the public
relations and various other promotional elements that ties the campaignrelations and various other promotional elements that ties the campaign
into a cohesive whole.
INTRoDUCT IoN CoNT INUED
7. SITUAT IoN ANALYSISSITUAT IoN ANALYSIS
PAGE6
Company Analysis
Founded in May 1991, and headquartered in Arlington, Va. As a national,
independent, not-for-profit organization, The Century Council is dedicated
to fighting drunk driving, underage drinking, and promoting responsible
decision making regarding alcohol drinking habits. In pursuit of this, The
Century Council has developed an arrangement of programs meant to educate
audiences from middle school youth to adults, as well as to reducing drunk
driving.
The Century Council partners with all parties of the community, including
wholesalers and retailers of alcoholic beverages, law enforcement and public
officials, educators, insurers, health care professionals and private citizen
organizations, in the fight against drunk driving and underage drinking. The
Century Council recognizes the problem in society that stems from the lack
of information on the dangerous overconsumption of alcohol and funds
programs to raise awareness about the consequences to people of all ages. The
Century Council conducts this with the shared goal of having a research-based
communication strategy with a “menu” of creative tactics at different budget
levels.
“I had unprotected sex with a stranger...“I had unprotected sex with a stranger...
now I have a disease to live with forever.”now I have a disease to live with forever.”
8. PAGE7
The consumer analysis focuses on college students as the primary target
audience for this campaign. These students belong to both sexes and are
typically in the age group of 18-23 year olds.
In order to get a better idea of our target audience, SPHINX ADVERTISING
conducted a survey and supplemented this with two focus groups comprised
of drinkers, non-drinkers and numerous in depth personal interviews.
The primary research was conducted by using an online questionnaire
linked to a database at which SPHINX was able to track and monitor the
results and number of surveys taken. The online database was used in order
to reach our target audience most effectively through Facebook, email, and
other online contact sources. The questions were formulated using multiple
choice options, Likert type scale questions, as well as open-ended questions
that probed for answers on an individual basis.
Our survey was well represented by students among various class
standings and the distribution was similar to the university’s population by
male to female ratio, ethnicity, and various academic majors. There were
a total of 200 participants that completed the survey. Of the 200 surveyed,
59% were female, leaving 41% male. The education breakdown was 10%
college freshman, 20% sophomores, 29% juniors, 36% seniors, and 7%
with a higher education level. All of the participants were between the ages
of 18-23 years old.
CoNSUMER ANALYSIS
Chart 1. College standing of survey respondants
10%
5%
29%
36%
20%
40%
35%
30%
25%
20%
15%
10%
5%
0
Other
Senior
Junior
Sophomore
Freshman
9. PAGE8
MESSAGE ANALYSIS
PSA Effectiveness
Public service announcements serve an important purpose in society in that
they communicate important messages about issues that hinder the well being
and safety of the community. The dangerous overconsumption of alcohol has
potential consequences that have serious repercussions, such as alcohol induced
accidents, alcohol poisoning, being a public nuisance, and general decline in
social standing. When PSAs highlight these issues, there is a general tendency
to ignore these messages because of the feeling that they do not apply to ones
self, but are meant for others with serious alcohol problems. This results in the
lack of effectiveness and attention of PSAs. Our research revealed that our target
audience takes public service announcements (PSA) less seriously than their
original intent, thus making them less effective. TheTruth campaign against
smoking had some effect because of its shock value, but did not make college
students want to stop smoking.
The PSAs on HIV/AIDS seem to have a strong impact on youth due to the
prevalence of the virus in our target audience. They work because the dangers
are real and can affect anyone at anytime if they are not protected. Furthermore,
political PSAs that urge voter registration and voter turnout to this target audience
have had a fair amount of success. These messages stressed the importance of
voting and that every voice counts.
As noted by the Century Council, NBC’sThe MoreYou Know campaign is
one of the more popular and successful PSA campaigns in recent times. The
PSA reached over 53 million people each week dealing with serious societal
issues and motivated viewers to take action.
10. RESEARCH FINDINGSRESEARCH FINDINGS
PAGE9
28%
28%
24%
14%
6%
Chart 2: Universities should promoteChart 2: Universities should promote
the consequences of excessive drinkingthe consequences of excessive drinking
32%31%
23%
12%
1%
0%
5%
10%
15%
20%
25%
30%
35%
Strongly Agree Agree
Neutral
Disagree
Strongly Disagree
Chart 4: Excessive drinking is a problem on campus.
I don’t drink
alcoholic beverages
Everyday
4 to 6 days a week
2 to 3 days a week
About once a week
Less than once a week
Other
0%
10%
20%
30%
40%
50%
1%
10%
4%
42%
23%
12%
8%
Chart 3: Frequency of alcohol consumption.Drinking Patterns
Conclusions from our primary research indicated that college students go
beyond the traditional definition of binge drinking; yet they claim to make
responsible choices when it comes to transportation, such as calling cabs
versus getting behind the wheel. The majority of the college students surveyed
revealed that they drink an average of two to three nights a week, and drink
between five to seven drinks per night. At the same time, 33% of the college
students surveyed believe that five to seven drinks is excessive. Although the
college students seem to be drinking in excess of the binge drinking definition,
the majority state that they know what their limits are and stick to them when
they drink and take full responsibility for their drinking habits.
Attitudes towards Drinking
Even though the vast majority of the college students that were surveyed
confirmed the fact they drink in excess, they also agreed that it is a serious problem on
college campuses that needs to be addressed. They strongly feel that drinking is part of
the college experience, but certain individuals abuse this privilege by over consuming.
Students responded that they would attend alcohol free events, such as concerts, if they
occurred on campus. The college students also felt that universities should do more to
promote awareness about the negative consequences of excessive drinking.
Strongly
Agree
Neutral
Agree
Disagree
Strongly
Disagree
11. PAGE10
Other
Verbal Altercations
Physical Altercations
Under Age Drinking Ticket
Public Indecency Ticket
Hospital Visit
Hangover
DUI
0 20 40 60 80 100
5%
87%
6%
3%
36%
30%
50%
6%
Chart 5: I have experienced these
consequences due to drinking.
Consequences of drinking
Although 67% indicated that drinking has not negatively impacted an important obligation of their own, but 91% said that they know
someone whose personal life has been adversely affected by alcohol. This is despite the fact that our primary research showed that the great
majority of the college students experience more than one negative consequence when they drink. A staggering 36% stated that they have been
cited for underage drinking, and another 50% said that they had been in physical altercations, yet still engage in excessive drinking behavior.
Secondary Research
Binge drinking is a serious subject with serious
consequences; therefore, we needed to find out how to most
effectively reach our target audience. It was apparent the traditional
media sources and other online sources are not as effective
in communicating the seriousness of the issue as one on one
interaction has proven to be. SPHINX had a guest speaker from
one of the leading alcohol and drug research and development
centers in America, the CORE Institute, to help us better understand
college students’ attitudes toward drinking. Our secondary research
with the CORE indicated that messages resonate more with our
target audience when it comes from one on one interaction. Our
survey reinstated that information with about 90% of the college
students stating that they pay attention to messages that come
directly from their peers, friends, parents, teachers, etc. Our
survey also concluded that 66% of the students stated that when
they are exposed to messages about the negative consequences of
binge drinking, it makes them want to be more responsible while
drinking.
Engaging
Boring
Not
Effective
Newspaper
Radio
Most
Effective
Magazine
YouTube
Twitter
Facebook
Personal
Interactions
T.V.
X
X
X
X
X
X
X
X
Chart 6: Perception of popular media options their effectiveness in
communicating messages about responsible drinking.
12. PAGE11
C: “College students tend to ignore responsible drinking messages on
traditional media.”
S: Our campaign utilizes social media and one on one interactions to
communicate the message about the negative consequences of the dangerous
overconsumption of alcohol.
C: “The media environment for college students is highly cluttered with
messages from numerous brands vying for their attention.”
S: We will carry out various guerilla marketing tactics in order to cut through
the clutter to reach out to our target audience.
C: “It is difficult to relay a message of responsible drinking to college students,
and not come across as having an anti-drinking agenda.”
S: Our campaign stresses the aspect of responsible drinking by showcasing
the negative effects of the dangerous over consumption of alcohol.
C: “Instilling responsible drinking habits into the minds of future college
students.”
S: Our campaign also focuses on future college students in order to encourage
responsibility early on.
C: “Existing college campus culture, which stresses on the overconsumption
of alcohol as part of the college experience.”
S: Our campaign identifies events, and other activities, that suggests drinking,
when done moderately, is the best way to have fun.
CHALLENGES & SoLUT IoNS
“My friends trusted me to be the DD...
now they’re all dead and it’s my fault.”
13. PAGE12
CAMPAIGN 0BJECT IVES
Campaign Objectives
1) To create national awareness of the consequences of the dangerous overconsumption of alcohol among college students in the 250 biggest colleges
and universities in the United States.
2) To encourage students to make more responsible decisions while they drink.
3) To build and create a campus culture that takes proactive measures to hinder the problems that arise from the dangerous overconsumption of
alcohol.
Creative Objectives
1) To communicate messages that college students can relate to on a personal level.
2) To deliver edgy, passionate, and graphic messages that will remain and resonate in the minds of our target audience for a prolonged duration.
3) To create messages that stand alone on an individual level and also are part of a broader, cohesive strategy.
Media Objectives
1) To reach 40% of the target audience an average of five times and 60% of the target audience at least three times over the course of the campaign.
2) To increase interaction between members of the target audience using social networks such as Facebook, Twitter, and the RAW website.
3) To break through the clutter of everyday advertising faced by college students by choosing media options that are effective and accountable.
4) Use a pulsating pattern of scheduling to execute the campaign with periods of heavy intense media activity followed by sustained reminder activity.
5) To maximize media coverage and effective spending by using strong public relations initiatives.
6) Use social media to build interaction and buzz among target audiences.
16. “I thought she was teasing when she said no.
Now I have a record and both our lives are ruined.”
CREAT IVE STRATEGY
Target Audience
The primary target audience for this campaign will be college students, with a
heavy focus on full-time college students in the United States. These tech-savvy,
trendsetting individuals are connected 24 hours a day, seven days a week, and have
grown up with the Internet involved in their daily lives.
The secondary target audience includes prospective college students, from high
school or junior colleges. The tertiary target audience would include university
administration, law and order officials, parents, professors, and other stake holders
in the university community.
Key Selling Idea
SPHINX ADVERTISING has devised a strategy that taps into the individual experiences
of college students related to the negative consequences of the dangers of over
consumption of alcohol. We call this the ‘What’s Your Story?’ campaign. The
strategy is driven from the imputs that we found through our research that suggested
that college students are more likely to be influenced by one on one interaction
with their peers and elders. Executions to carry out the strategy have been planned
out with the goal of highlighting personal stories that will resonate and reflect the
average college students experiences with excessive drinking.
Support
In order to create a personal connection with our communication initiatives, the
‘What’s Your Story?’ campaign utilizes guerilla marketing and ambient marketing
tactics that push our message into the face of the target audience. These tactics will
allow the target audience to interact and reflect in their own personal stories while
driving home the message of being more responsible while drinking.
PAGE15
17. PAGE16
Tone
The tone for the creative executions is intense, aggressive, and gritty with a no
holds barred approach that will show the negative consequences of the dangerous
over consumption of alcohol. A side that college students seem to deny and no
one thinks or realizes can happen to themselves. The tone of the campaign will
forcibly confront them with this ugly side that tends to be avoided but is a huge
reality.
Tag Line
The tag line for this campaign is ‘Responsibility Always Wins’ or RAW for
short. This tag line emphasizes the key selling idea behind our ‘What’s Your Story?’
campaign. RAW also refers to the gritty and alternative nature of the campaign
that relies on provoking thought and reaction through the use of unconventional
tactics.
Logistics of the Campaign
For this campaign to be successfully implemented, The Century Council will
set up an internship program at various colleges around the United States. The
internship program will require the selection of a student who will serve as the
chapter president for the particular college. The president’s role encompasses
the management of Ambassadors whose role is to carry out the message of The
Century Council on their campus. The president along with the ambassadors will
be conferred the honorary title of ‘RAW Ambassador’ and also be offered an
academic scholarship. A committee will select ambassadors based on academic
achievement and leadership experience. This student will receive a $5,000
scholarship with the runners up receiving $1,000 in scholarships. This will be for
internship credit conducted through their advertising or marketing school. Century
Council will provide the team with a budget, based on the school size, for them
to execute tactics for large programs in both spring and fall semesters. A selected
faculty member will oversee the whole RAW Ambassador program including the
budget. This faculty advisor will act as a liaison between the student ambassador
and The Century Council.
18. CREAT IVE EXECUT IoNS & GUERILLA TACT ICS
RAW AMBASSADORS
The students that are awarded the position of RAW Ambassadors will be responsible for the various events that take
place on campus. They will be accountable for developing, creating, and documenting the tactics used on campus. The
ambassadors have the opportunity to bring The Century Council’s message to the forefront of the campus environment. They
will have the opportunity to do so by networking and establishing a collaborative relationship with the student organizations on
campus. SPHINX partnered with organizations such as Hammered and the Greek community.
PAGE17
CREAT IVE EXECUT IoNS & GUERILLA TACT ICS
In order to ensure that the strategy we suggest in our plans book is the best possible option for The Century Council, we
implemented some of the tactics in the SIUC campus to test and evaluate their effectiveness.
The following is a brief run down of some of the initiatives that were carried out in the SIUC campus and are also suggested
for the national campaign.
RAW WEEK
The following tactics will be utilized for the duration forThe following tactics will be utilized for the duration for
RAW week in order to most effectively spread the message ofweek in order to most effectively spread the message of
the dangers of over consumption of alcohol. RAW week will
occur in the month of February to coincide with alcohol awareness
month.
RAW STAMPS
To ensure that college students everywhere are being informedTo ensure that college students everywhere are being informed
about the risks of binge drinking we wanted to spread theabout the risks of binge drinking we wanted to spread the RAW
message. By making stamps with the word RAW we can go to
special events (specific to that college) at bars throughout the country
and stamp students attending these events. The idea is not only to
generate buzz about RAW through word of mouth, but also tothrough word of mouth, but also to
have the students take the RAW oath to help them understand what
the stamp is all about; informing them of the risks and dangers of binge
drinking. By taking the oath it’s a way for the students to pledge that
they too, will exercise responsibility while drinking.
RAW 0AT H
19. PAGE18
RAW POSTERS & NEWSPAPER AD
A newspaper advertisement will be used
to create buzz and capture the attention of
students’ on campus. Campus newspapers
have a high readability among and pass
along among college students. An interactive
advertisement will be created for the
newspaper to create buzz amongst the student
reading the paper.
Five posters with five different personal
stories will go along with the ‘What’s Your
Story?’ theme. These posters will be displayedStory?’ theme. These posters will be displayedStory?’
around campus on and in every building
and surface that generates high traffic. The
posters illustrate how everyone has a story
when it comes to binge drinking. The goal of
this is to create buzz around campus and get
students to think about the consequences of
binge drinking and similar stories they, or their
friends have participated.
NewsThursday, February 12, 2009 DAILY EGYPTIAN8
NEWSLETTER INSERT
RAW Ambassadors will send out a monthly newsletter via campus
newspaper to inform students on activities done around campus that are
non-drinking events. The newsletter will provide a calendar of events that
will give students a sober event to attend in that month around campus.
The ultimate goal of this newsletter is to promote a healthier lifestyle when
drinking and show how smarter choices can affect your future in a positive
way by pointing out how negative ones can really ruin yours.
20. PAGE19
MOCK PASS OUT
A demonstration will be conducted to represent the large number
of college students who fall victim to alcohol abuse. The mock pass
out will become an improv to affect the onlookers of the show. A
large group of students will congregate in a particular spot that will
gain attention from students. The demonstration will begin whengain attention from students. The demonstration will begin when
RAW Ambassadors and volunteers fall to the ground as if poisoned
by alcohol at the same time. A representative from a campus health
center will speak at this event to provide the gathered crowd with
drinking statistics that will drive the message of responsible drinking.
LINE UP
‘What’s your story?’ The headline asks on-‘What’s your story?’ The headline asks on-‘What’s your story?’
lookers to gaze back into their own personal
experiences with binge drinking. Each poster
will be held by a RAW ambassadors and don
a personal story of how they where affected
by binge drinking. Walls of students holding
these stories will cause congestion in heavy
flowing traffic areas on campuses and force
the audience to be effected by the realities of
danger overconsumption of alcohol. Powerful,
proactive, real and personalized stories will
grasp the attention of anyone walking by. The
line-ups can last anywhere from 15 minutes to
an hour and still have a powerful impact.
21. PAGE20
BEER PILE
RAW Ambassadors will place large piles of beer cans in
different locations that generate high traffic, across campus in order to
demonstrate the extreme amount of alcohol that is consumed by college
students. Signs will be placed next to the beer can piles displaying
various statistics on the amount of money college students spend on
alcohol. The ‘What’s Your Story?’ campaign will bring attention not‘What’s Your Story?’ campaign will bring attention not‘What’s Your Story?’
only to the physical harm that binge drinking can cause, but also to theonly to the physical harm that binge drinking can cause, but also to the
large economical impact of binge drinking on college students. RAW
Ambassadors will approach students to discuss their reactions to the
displays, and also raise the question, “How much is too much?” The
beer cans will create a buzz among students.
Message in a bottle
The RAW Ambassadors will use a unique form
of guerilla marketing to help spread the message of
responsible drinking on campus. Ambassadors will stuff
informational pamphlets into empty beer cans and pass
them out to students in high traffic areas. The information
will have statistics on the dangers of overconsumption of
alcohol and ways of prevention. This will be done year
round to help keep the message fresh in college students’
minds.
Raw Concierges
SPHINX realizes that it is important to
connect with freshmen so that responsible
drinking messages resonate with them earlydrinking messages resonate with them earlydrinking messages resonate with them early
on. RAW Ambassadors will act as RAW
concierges, or door men, at dormitories on
campus with a table set up with various
information about responsible drinking
and the dangers of the overconsumption
of alcohol. They will do this at time when
students usually leave to go out and return for
the night. This will be to keep the message of
responsible drinking in the minds of college
students at all times.
22. 0NLINE MARKET ING0NLINE MARKET ING
PAGE21
YOUTUBE VIDEOS
Documentation from the RAW events will be posted
on the RAW channel through YouTube to create buzz and
increase awareness. With the popularity and evolution of viral
marketing, SPHINX found it essential to incorporate YouTube into
the campaign. The videos will be used in two ways, to spread
the message of responsible drinking habits and to monitor the
effectiveness of the campaign.
23. RAW Twitter
Using the growing social network Twitter, RAW Ambassadors will establish an account to provide a live feed to their
weekend needs. The twitter account will provide followers a real time update on the activities that is happening around
that don’t involve alcohol. The feed will help students gain awareness of non-alcoholic activities around campus by other
students. An application will have the exact locations of the students on a campus map. Also the twitter profile will have
live feeds and updates on the action at the events and future events that will be non-alcoholic events. The Twitter page is an
online space where students and businesses can discuss and share events going on around the campus where alcohol is not
the top priority.
Facebook Application & RAW Website
A RAW website will be used as a social networking tool. It will be implemented as a Facebook application to help get
the word across. Suggestions for the website includes a video contest to make the website more interactive and to get people
involved. It will also involve a calendar of events section, a past events section for those who want to see photos, and lastly,involved. It will also involve a calendar of events section, a past events section for those who want to see photos, and lastly,
a contact us section for anyone interested in contacting the RAW Ambassadors. We will also be converting the website in
to a Facebook application so that people can send it to their friends, which will in turn spread the message of responsible
drinking via social networking.
PAGE22
24. RAW!
WHAT’S YoUR SToRY!
RAWATHAL0N
PAGE23
A series of radio liners will be ran on the days prior in order to create buzz about
the sober and fun event as an alternative option to binge drinking activities. We will
feature a marathon of events that showcase the effects of the over consumption of
drinking alcohol and promote responsible drinking. In an allotted amount of time,
we will have students crush beer cans as fast as they can to symbolize crushing the
problem of binge drinking. We will have a strength contest to see who can throw
a keg the farthest which is symbolic of tossing binge drinking out of the college
experience. We will also feature a three-legged race run across the finish line.
Our premier event will be the obstacle course with beer goggles allowing students
to run through an obstacle course with their vision impaired. We will have local
businesses provide food and drinks for the event on campus. Once the event has
concluded, an alcohol addiction specialist will be onsite to speak to participants
about the consequences of excessive drinking. We will also have a large graffiti
wall, asking ‘What’s Your Story?’ for students to write their own personal experiences
about drinking. cost to a minimum we will team up with the student ran radio
stations where they offer us free air time for our liners, and we will in turn attach
their logo with some of our printed literature.
The liners themselves will be simple spots in which an adolescent voice over can
tell an unfortunate story involving binge drinking, followed by the question, ‘What’s
Your Story?’ The end of the liner would be information on the RAW events and a
website for the audience to learn more. The overall time of these liners would be no
more than 30 seconds, with the hopes of teasing the audience, thus intriguing them
to find out more.
Rawathalon will also be featured in the campus newspaper in order to reach our
target audience most effectively. The advertisement will showcase each event and
the incentives such as the t-shirts, medals and a trophy.
25. PUBLIC RELAT IoNS
PAGE24
Our campaign that was implemented on the SIUC campus, involved an extensive effort to ensure that the local media
covered all of the activities that were carried out. The campaign generated multiple stories and photo opportunities in the campus
newspaper and news station, and the regional newspaper. This coverage helped our campaign achieve a far greater reach than the
individual tactics by themselves. Thus expanding our message to the local community, as well as on the SIUC campus.
The cause espoused by The Century Council is an ideal fit for news coverage because it highlights the problems of the
dangerous overconsumption of alcohol that plagues our society. This emphasis on public relations should be placed on every team
in different campuses as proof that the campaign has been carried out in an effective manner. The ambassadors are required to
submit periodic reports of the coverage that their activities have received in the local media.
28. MEDIA STRATEGY
Media objectives
1) To reach 40% of the target audience an average of five times and 60% of the target audience at least three times
over the course of the campaign.
2) To increase interaction between members of the target audience using social networks such as Facebook, Twitter,
and the RAW website.
3) To break through the clutter of everyday advertising faced by college students by choosing media options that are
effective and accountable
4) Use a pulsating pattern of scheduling to execute the campaign with periods of heavy intense media activity followed
by sustained reminder activity.
5) To maximize media coverage and effective spending by using strong public relations initiatives.
6) Use social media to build interaction and buzz among target audiences
Media Plan
The media plan for the campaign hinges on the ability to create social interactions among our audience through the
use of nontraditional media. This would include ambient, guerilla marketing, public relations, and online initiatives.
Media Strategy
The strategy stresses on using half of the budget towards awarding scholarships to students who will be the brand
ambassadors for The Century Council at their respective schools. The second half of the budget will be allocated to theambassadors for The Century Council at their respective schools. The second half of the budget will be allocated to the
campus RAW Ambassadors so that they may organize, execute, and promote various events and activities that will
engage students across the campus.
PAGE27
29. TARGET MARKET OF TOP 250 UNIVERSITIES IN THE UNITED STATESTARGET MARKET OF TOP 250 UNIVERSITIES IN THE UNITED STATES
PAGE28
BUDGET
With the allocated budget of $10 million, 50% will go to scholarships leaving the other 50% to implementing the RAW promotions on
250 of the largest universities in the United States.
Table 1
Chart 7Chart 7
Table 2
30. FLoW CHART
PAGE29
% of Budget Cost
2 9 16 23 30 6 13 20 27 4 11 18 25 1 8 15 22 29 6 13 20 27 28 4 11 18 25 1 8 13 18 22 1 8 15 29 5 12 19 26 3 10 17 24
RAW Allocation of Funds
250 Scholarships $5,000 each 12.50% $1,250,000.00
3,750 Scholarships $1,000 each 37.50% $3,750,000.00
RAW Promotion Money 50% $5,000,000.00
Total $10,000,000.00
Academic Year for a Campus
of 20,000 Students
Year-Round RAW Promotions
RAW Website - Design 1% $250.00
RAW Twitter 0% FREE
RAW Facebook 0% FREE
RAW Monthly Newsletters
- For a Campus Newspaper with a
Circulation of 20,000 54% $10,800.00
RAW Ambassador Handouts
- 5 RAW Ambassadors Pass Out
100 Handouts Each Month 2.62% $525.00
Subtotal $11,575.00
RAWatholon
Keg toss - 2 Empty Kegs 2% $398.00
Can Crushing - 2 can crushers 0.02% $40.00
Drunk Goggle Obstacle Course
- 2 Drunk Simulation Goggles 1.50% $300.00
3 Legged Race 0% FREE
Sponsored Food Tent 0% Sponsorship
Health Service Speaker 0% Volunteer
T-shirts - 350 Shirts 10% $2,000.00
4 Medals 0.16% $22.00
1 Trophy 0.10% $20.00
Posters - 200 Color Single-sided 1% $200.00
Subtotal $2,980.00
RAW Week
RAW Stamps - 10 Self-inking Stamps 0.75% $150.00
RAW Posters - 200 Color Single-sided 1% $200.00
RAW Newspaper Advertisement
- 1 Full Page Ad with One Color in
Campus Newspaper 3.50% $700.00
Message in a Bottle - 100 Color 0.50% $100.00
RAW Concierge - Rent 5 tuxedos 5% $1,000.00
RAW Line-up - 50 Posters 0.45% $90.00
Beer Bottle Pile 0% Provide Your Own
Mock Pass-out 0% Volunteers
Health Service Speaker 0% Volunteer
Subtotal $2,240.00
Total of all Categories $16,795.00
Contingency $3,205.00
TOTAL $20,000.00
MayDecAug Sep Oct Nov Jan Feb Mar Apr
31. 1. EVALUATION: Use performance studies and surveys within the
top schools to evaluate effectiveness.
2. EVALUATION: Use current marketing metrics to calculate
impressions on the target audience.
3. EVALUATION: Use click through rates and calculations of the
number of people posting/commenting/blogging on all of the sites
to determine effectiveness.
4. CREATIVE EVALUATION: Creative executions will be
evaluated by copy testing various creative elements in order to
insure it’s effectiveness among the target audience. There will
be a post creative execution survey distributed to measure the
effectiveness of the campaign. These evaluative tests will be used
for pursuasive ability and effectiveness.
“The fun I had Freshman year
isn’t worth failing out and living back at home.”
PAGE30
EVALUAT IoN
32. PAGE31
REFERENCES
The Century Council Home web page
http://www.centurycouncil.org/
Sphinx Advertising primary research
The CORE Alcohol and Drug Survey (Core Institute
at Southern Illinois University)
www.siu.edu/~coreinst/results.htm
NIAAA
www.collegedrinkingprention.gov
National Survey on Drug Use and Health (Dept. of
Health and Human Services)
www.oas.samhsa.gov/
Syndicated research studies and software
US Census Bureau 2006
Simmons Media Research
Academic and Scholarly publications
Song, E., Reboussin, B., Foley, K., Kaltenbach, L.,
Wagoner, K., & Wolfson, M. (2009, January 15).
Selected Community Characteristics and Underage
Drinking. Substance Use & Misuse, 44(2), 179-194.
Colby, S., Colby, J., & Raymond, G. (2009, January).
College versus the real world: Student perceptions
and implications for understanding heavy drinking
among college students. Addictive Behaviors, 34(1),
17-27.
Xaverius, P., Tenkku, L., Salas, J., & Morris, D. (2009,
January). Exploring Health by Reproductive Status:
An Epidemiological Analysis of Preconception
Health. Journal of Women’s Health (15409996),
18(1), 49-56. Retrieved March 24, 2009,
doi:10.1089/jwh.2007.0629
Wilson, R. (2008, December 5). Despite Alcohol
Crackdown, the Party Goes On. (Cover story).
Chronicle of Higher Education, 55(15), A1-A21.
Retrieved March 24, 2009, from Academic Search
Premier database.
McCulloch, A., & McMurran, M. (2008, December).
Evaluation of a treatment programme for alcohol-
related aggression. Criminal Behaviour & Mental
Health, 18(4), 224-231.
POPE, J. (2008, September 8). College Presidents
Spark Debate on Drinking Age. Community College
Week, 21(2), 8-8.
Sharma, M., & Kanekar, A. (2008, August). Binge
Drinking Interventions among College Students.
Journal of Alcohol & Drug Education, pp. 3,8.
Kerr, W., Greenfield, T., Bond, J., Ye, Y., & Rehm, J.
(2009, January). Age–period–cohort modelling of
alcohol volume and heavy drinking days in the US
National Alcohol Surveys: divergence in younger
and older adult trends. Addiction, 104(1), 27-37.
Eshbaugh, E. (2008, December). Factors that Predict
Self-Perceived Problem Drinking Among College
Students. Journal of Alcohol & Drug Education,
52(3), 72-88.
33. PAGE32
ACKNoWLEDGEMENTS
This campaign was a true collaborative effort involving
numerous departments across campus including:
School of Journalism, Dept. of Cinema and Photography,
Dept. of Radio and Television, Dept. of Speech Communication,
American Marketing Association, Saluki Advertising Agency, and
Public Relations Student Society of America.
We are extremely grateful to Dir. William Freivogel,
Ms. Karen Waldron, and Ms. Sherida Evans at the
School of Journalism for their help in organizing our trip
and representing Southern Illinois University Carbondale at NSAC.
We would like to thank our professors in the School of Journalism
for laying a strong foundation towards our future careers in advertising.
We would like to extend a special thanks to Dean Gary Kolb,
Ron Graves, Clare Mitchell , the Daily Egyptian, Jerry Bush, Zach Englum, the JRNL 301
students, the Hammered Student Group and
our photographer Madelyn Kime.
AAF Officers
President: Karyn Graham
Vice President: Cole Singleton
Creative Director: Jenna Smith
Design Manager: Tiffany Cochran
Media Director: Erin Kressner
Presentation Team
Eugene Wilson
Nicole Williams
Erin Kressner
Andrew Disper
Heather Fegan
Thanks to the following AAF Members:
Kristina Kaganer, John Robbens, Anthony Gladney, Kate Lulinski, Kelsey Marlow, Kristina
Skoniecke, Jake Feasby, Katilin Marlow, Izzy Lara and Erin Koelkebeck.
SPECIAL THANKS TO OUR FACULTY ADVISOR PROF. NARAYANAN IYER
