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Lock it or Lose is Campaign
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Lock it or Lose is Campaign

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This campaign was developed for the Stillwater Police Department in Oklahoma to help prevent auto and property theft.

This campaign was developed for the Stillwater Police Department in Oklahoma to help prevent auto and property theft.

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  • 1. LOCK ITLOSE ITorStrategic Communication Plans Book
  • 2. Table ofContentsMeagan TaylorNancy O’NealKacey CaldwellLeah RobertsTHE TEAMEXECUTIVE SUMMARY........................2SITUATION ANALYSIS......................3-4SWOT ANALYSIS................................5TARGET MARKET...............................6RESEARCH........................................7OBJECTIVES & STRATEGY....................8CREATIVE.....................................9-10BUDGET..........................................11MEDIA...........................................121
  • 3. ExecutiveSummaryTHE SITUATIONThe University of Central Oklahoma School ofCriminal Justice researched auto and propertytheft in the city of Stillwater, OK to gather moredetailed information about property crimesincluding burglary, theft from vehicle and vehicletheft. Through their research they found that themajority of these types of crimes in Stillwater canbe prevented simply by locking vehicles.The School of Criminal Justice at the Universityof Central Oklahoma has partnered with the Cityof Stillwater Police Department, Oklahoma StateUniversity Police Department, and the PayneCounty District Attorney to reduce the loss ofvaluable property resulting from auto burglaryin Stillwater. The Stillwater Police Departmentand the UCO School of Criminal Justice havebeen given a grant from the Center for InnovativeSolutions to fund an awareness campaign. Ourmotivations behind creating the “Lock it or Loseit” campaign are to raise awareness of the crimein Stillwater and how it is preventable, along withencouraging drivers to take simple precautions tohelp prevent crime and victimization and toreduce the crime rate in Stillwater.WE WILLAchieve aminimum level of75% reach againstthe target audiencewithin thecampaign period.Achieve a minimum frequency level of 4.0against the target audience, over each 5month period of advertising.Decrease crime in StillwaterShow the targets the risks and rewards forlocking their vehicles.Provide ways for our targets to easilyremember to lock their vehicles.Create memorable iconic images that willbe easily recognizable and stay in thetarget’s mind.2
  • 4. SituationAnalysisCOMPANY ANALYSISSCHOOL OF CRIMINAL JUSTICEThe University of Central Oklahoma establishedthe criminal justice program in the state in 1974.In the fall of 2010 the School of Criminal Justicewas created with the continuing objective ofproviding criminal justice students with a qualityeducation and transforming academic excellenceinto professional success.STILLWATER POLICE DEPARTMENTThe Stillwater Police Department provides qualityservices to the citizens of the city, and their workhas caused the community to be twice named oneof the safest cities in the United States. The Visionof the Stillwater Police Department is an enhancedquality of life for those they serve throughexcellence in law enforcement activities. TheStillwater Police Department’s mission is toprotect life, liberty, property and preserve thepeace in the City of StillwaterPRODUCT ANALYSISThe service reminds citizens of Stillwater tolock their vehicles and to make them awareof the dangers of criminals in the area thatcould potentially steal their property. Theservices provided by the SPD are of highquality, but need to be supplemented with theawareness of the Lock it or Lose it campaignin order to be more effective and lower thecrime rates in Stillwater.“The services provided by theSPD are of high quality, but needto be supplemented”3
  • 5. SituationAnalysisMARKET ANALYSISNationally there have been severalcampaigns of this nature carried outby police departments in theirrespective areas and communities.However this is a new venture for TheSPD and the UCO School of CriminalJustice.Currently, there are not any other services of this kind indirect competition with the Stillwater Police Departmentand the UCO School of Criminal Justice in the Stillwaterarea. That being said, the competition we do face is a littleon the less traditional side. Criminals make up our mostsignificant competition. Their actions are both the causeof the high crime rates and the hindrance of our cause.Other factors that compete with Lock it or Lose it includedistractions to community members, misinformation, andlack of community participation.COMPETETIVE ANALYSISOur consumers are often too busy or distracted to locktheir cars. They feel comfortable in their community andlack awareness of the high crime rate and risk of leavingtheir cars unlocked. They have a need for a communitysafe from auto and property theft. We will meet their needby providing methods to remind them to lock their cars.CONSUMER ANALYSIS“Our consumers areoften too busy ordistracted to locktheir cars.”4
  • 6. SWOTAnalysisSTRENGTHSWEAKNESSESOPPERTUNITIESTHREATSThe Stillwater Police Department is aneffective agency and are capable of aiding ourcampaign.We have the advantage of a small targetmarket that will be easier to reach.There are no programs of this kind directlycompeting 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 easilydistracted.There is a need for the campaign due to highcrime rate. The demand is there, now we havethe opportunity to meet the demand.Lock it or Lose it serves a good cause. Thisprogram will provide a valuable service to thecommunity.We have an opportunity to create awarenessand educate community members.This campaign will provide an example forother communities.People don’t generally care about publicservice campaigns.Community members might not be willing toparticipate in the program or help the policeto monitor suspicious behavior.Criminals might have the perception thatStillwater is an easy target.5
  • 7. TargetMarketWe will concentrate Message Delivery to Stillwater Residents, ages 18-50,with a range of household incomes, who live in apartments and houses.Target markets are college students living on low income, youngfamilies residing in apartments with busy lifestyles, and older familiesliving in single-home neighborhoods. Each of these markets live inspecific hot-spot crime areas designated in the research. Our aim is toeffectively reach targets in these areas and prevent criminals fromaccessing vehicles in these areas.FAST-PACED STUDENT BUSY PARENT SINGLE-FAMILY HOUSE RESIDENTSJoshua is acollege studentat OSU that livesin an apartmentwith tworoommates. Heattends schoolfull time and works a part timejob. He is busy and doesn’t havetime to think about a lot ofpractical things, including lockinghis car. Joshua is always lookingfor ways to simplify his lifestyle.Reinforcement out of homeadvertising is the perfect way toremind busy college students tolock their cars.Carol is a 30year old singlemother with twokids. She worksoften and is abusy mom. Sheis consciousabout locking her car, but occa-sionally forgets when caught upin taking care of her kids. Carolis always on a tight schedule andsince she already has a lot on herplate, she doesn’t like to deviatefrom her routine. Having atangible object in the car withCarol to remind her to lock hercar would help her form thehabit of locking her car.Sue and Charlesare in their60’s living in asingle-familyhome in Stillwa-ter. They are acouple living aleisurely lifestyle. They don’toften think about locking theircars because they believe theirneighborhood is safe. Sue andCharles value the quality andsafety of their community. Apublic service announcementabout the crime in Stillwaterand how to prevent it wouldhelp them keep crime out oftheir neighborhood. 6
  • 8. ResearchOver the duration of twelve months the School of Criminal Justiceconducted comprehensive research to gather more detailed informationabout property crimes including burglary, theft from vehicle and vehicletheft. After analyzing this research we wanted to dig deeper - to determinewhy community members were not locking their cars and how we couldconvince them to change their behavior. Our research consisted of theresults from the Automated Tactical Analysis of Crime and consumerinsight surveys.THE QUESTIONS WE NEEDED ANSWEREDWhy do people not lock their cars?Why do thieves target Stillwater?Where to our target markets live?What kind of media will best reach ourtarget audience?How can we encourage people to locktheir cars?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.PRIMARY REASONS CARS ARE UNLOCKED1. 2.They get distracted and forget to locktheir car.They believe there is no reason to locktheir car, they believe their neighborhoodis safe enough to leave the car unlocked.7
  • 9. ObjectivesStrategiesMARKETING OBJECTIVEOur main marketing objective is to create ashell campaign for the Stillwater area that canbe run in other cities across the country. Sincethe campaign is for awareness, effectivenesswill be hard to measure. We hope to raiseawareness with the residents of Stillwater,specifically those people in the hot-spot areas,and ultimately prevent car and property theftby reminding people to lock their vehicles.MARKETING STRATEGYIn order to raise awareness of vehicle burglaryand remind people to lock their cars, we intendto use a few different marketing strategies.To raise awareness for the campaign, we willbe issuing PSA’s on the radio and TV, settingup interviews with local news programs, andusing social media tools, such as Twitter andFacebook. To remind people to lock their cars,we will create PELP cards, door hangers, yardsigns, keychains, air fresheners, and otherpromotional items to remind people while theyare in their vehicle.ADVERTISING OBJECTIVEWe want to reach pros-pects in situations whenthey need to remember tolock their car, primarilywhile they are in their caror about to leave it. Also,raising awareness of theincreasing crime rate inStillwater and decreasing the crime rate bylowering the amount of unlocked vehicles.STRATEGYThere are two primary reasons people don’tlock their cars. The first reason is that theysimply forget to lock their car, the second isthat they don’t feel like they need to. We willaddress the first issue by reminding people tolock their vehicles by reaching them in timesand situations when they need to rememberto lock their cars. We will address the secondproblem by raising awareness and educatingpeople in the Stillwater area about the dangersof leaving your vehicle unlocked.8
  • 10. LOCK ITLOSE ITorCreativePROMOTIONAL ITEMSLOCK ITLOSE ITorThese promotional items are tangible reminders for out prospects.These items are visible to the driver, and an easy way to reinforcethe message of Lock it or Lose it and keep it on their minds.LOCK ITLOSE ITorAIR FRESHENERSTICKERKEYCHAIN9
  • 11. CreativePRINTHELP US HELP YOU.LOCK ITLOSE ITorA Stillwater Police Department Public ServiceHUNDREDS OF CARS ARE BROKENINTO IN STILLWATER EVERY YEAR.LOCK ITLOSE ITor93% of those carsare unlocked.A Stillwater Police Department Public ServiceCRIME IS IN YOURNEIGHBORHOODLOCK ITLOSE ITorof the cars broken into in thisarea are unlocked.of these incidents happen atnight.of these crimes werecommitted in a residential area.93%60%86%A Stillwater Police Department Public ServiceHelp us prevent property thefts in Stillwater.We will utilize printmedia to educate ourprospects about Lockit or Lose it. Items willinclude yard signs tobe placed in mediansaround town, informa-tion cards to be placedon vehicles with the help of the boy scouts andposters to be placed on community boardsaround town.10
  • 12. MediaPROMOTIONALBumper stickerKeychainsAir FreshenersWindow ClingTRADITIONAL OUT-OF-HOMERadio SpotsInformational CardsPSA on big screen at footballgames- video of people goingthrough the parking lots checkingcar doors.Yard signsDIGITAL & SOCIALtwitter & facebookonline videoREACH AND FREQUENCYGEOGRAPHYSEASONALITYAchieve a minimum level of 75%reach against the target audiencewithin the campaign period. Achievea minimum frequency level of 4.0against the target audience, over each5 month period of advertising.Will reach the city of Stillwater ages18-55. Local media will be used.Steadily utilizing radio advertising8 times per week throughout the 5month campaign.11
  • 13. BudgetThe goal is to utilize media expendituresto the fullest given the low budget.2000 KEYCHAINS...............................................$640.00250 AIR FRESHENERS.........................................$422.501000 STICKERS..................................................$380.00RADIO............................................................$2400.00INFORMATIONAL CARDS.....................................$200.00YARD SIGNS......................................................$500.00COMMUNITY POSTERS........................................$250.00SOCIAL MEDIA TRAINING....................................$200.00TOTAL............................................................$4992.5012