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Crosswalk campaign presentation
 

Crosswalk campaign presentation

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This presentation showcases the communications plan and ideas for promotional materials for the Come Together crosswalk campaign, a campaign aimed at encouraging University of Alabama students to use ...

This presentation showcases the communications plan and ideas for promotional materials for the Come Together crosswalk campaign, a campaign aimed at encouraging University of Alabama students to use crosswalks and bike lanes on campus. The Capstone Agency, a student-run public relations firm at UA, developed the campaign, and the presentation aims to educate the Agency's client on the planning phase of the campaign. The photos used in the promotional materials are samples to show the client the ideas behind the materials and will not be printed as shown for the campaign; new photos will be taken for campaign implementation.

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    Crosswalk campaign presentation Crosswalk campaign presentation Presentation Transcript

    • Campus Security & Safety Committee The Capstone Agency Crosswalk Campaign
    • Our goals:
      • Change the culture on campus from a community that occasioally uses crosswalks to a community that considers crosswalks essential to safety.
      • Generate more awareness of the importance of using bike lanes on campus in order to create a safer walking, biking and driving environment on campus.
    • Our Audience Current Students
      • Students are in a hurry to get to class, and often use shortcuts that do not include using crosswalks or bike lanes.
      • College students are “indestructible”
      • Students do not respond to scare tactics or negative messages .
      Incoming Freshmen
      • Incoming freshmen are impressionable
      • They will create the next version of campus culture
    • Research According to the student opinion survey, most students agree that crosswalks are important to safety on campus. Students use crosswalks when they are convenient. A common thread ran through all of the student responses: irritation with each other. “ When I’m driving, I hate pedestrians. When I’m walking, I hate cars. But most of all, bicycles make me want to scream!!!” 73 % Of students agreed that using crosswalks on campus is essential to safety. 45 % Of students agreed that cars should stop whether or not they were using a crosswalk. 61 % Of drivers are frustrated when pedestrians do not use crosswalks. 78 % Of drivers are frustrated when bikers do not use bike lanes.
    • The Campaign Students will respond to a message that they can connect to popular culture. The Beatles’ “Come Together” theme encourages students to work together to ease frustration between pedestrians, drivers and bikers.
    • The Campaign: Increase student awareness of traffic laws involving pedestrians, bikers and drivers of all crosswalks and bike lanes on campus by 20 percent by November 2010. Create positive attitudes associated with using crosswalks and bike lanes on campus by 10 percent by November 2010. Encourage proper and safe use of crosswalks and bike lanes on campus by 5 percent by November 2010.
    • Awareness Strategies Educate students about the locations of crosswalks and bike lanes on campus. Inform students of the need to use crosswalks and bike lanes on campus. Drive traffic to the website to increase awareness of the need to use crosswalks and bike lanes on campus. Tactics Campus Map Yard Signs Website Press releases Feature stories Posters Mouse Pads Pens and Pencils Promotional Items
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    • Attitude Strategies Make using crosswalks and bike lanes on campus seem essential to having a safe, peaceful day on campus. Use promotional materials that make students want to come together to fix the conflict between drivers, pedestrians and bikers. Reach out to incoming freshmen to increase positive attitudes among students who will mold campus culture over the next few years. Tactics Posters Stickers Video T-shirts Wristbands Sunglasses Cups and Koozies Collaborations Move-in day
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    • Behavior Strategy Offer positive reinforcement to students who use crosswalks and bike lanes on campus Tactics Street team Stickers
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    • Budget $10,000
      • 210 shirts
      • 400 wristbands
      • 400 cups
      • 400 coozies
      • 125 mousepads
      • 400 sunglasses
      • 1008 pencils
      • 400 pens
      • 200 frisbees
      • 400 stickers
      • 2 rolls of cited stickers
      • Web site domain
      • All 4 posters
      More than 20,000 impressions
    • Budget $5,000
      • 80 shirts
      • 200 wristbands
      • 200 cups
      • 250 coozies
      • 75 mousepads
      • 288 sunglasses
      • 504 pencils
      • 250 pens
      • 200 frisbees
      • 125 stickers
      • 2 rolls of cited stickers
      • Web site domain
      • All 4 posters
      More than 13,000 impressions
    • Budget $1,000
      • All 4 posters
      • Web site domain
      • 125 stickers
      • 250 coozies
      More than 3,000 impressions
    • Questions?
    • Our team Allison Cook, Account Executive Mary Katherine Blankenship, Assistant Account Executive Amanda Aviles, Assistant Account Executive
    • Our sources www.surveymonkey.com www.customtees.com www.4imprint.com