1. American Idol’s Top
Ten Colgate College
Campus Tour
Sponsored by
Colgate
Fox’s American Idol
Sandals Resort
Delta Airlines
CruiseLine Buses
HOTEL

2. Target Market for Campaign
 AGE: Young, single adults, 18-22 years old
 GENDER: male and female
 INCOME: Low income level (due to being full time
student and only part time employee) Salary ranges
from $10,000-$18,000 yearly
 Geographic location: dormitory, college/university
campuses
 No specified ethnic group

3. Prospectus for campaign
American Idol’s Top Ten Colgate College Campus Tour
 Partner with American Idol as their “official” toothpaste of the contestants – available free in the
house in which all the contestants live for the duration of the show.
 American Idol’s Top Ten will tour six southeast college campuses of more than 20,000
students.
 There will be a Give-Away to get students to attend promotion table, plus seeing their Top Ten
favorite American Idols
 Give-Away would be all-expenses paid trip for 2 to Bahamas for 3 days and 2 nights: Friday
afternoon through Sunday night
 Students would have to buy $1 raffle tickets to win the Bahama prize, which would be paid to
Colgate for services of the tour to re-coup upon completion of the promotion phase. See
Expenses Breakdown page for more information.
 Partnerships with the following to help with expenses to pay for the Bahama give-away would
be with:
 Sandals Resort
 Delta Airlines
 CruiseLine Buses
 Fox’s American Idol
 [hotel in the state that is also affiliated with Sandals Resort]
 This partnership would be their way to advertise FREE with this promotion in order to get them
to contribute to the Bahamas Give-Away
 Have American Idols selling the raffle tickets and Top Ten performance tickets while passing
out free trial sizes of toothpaste, toothbrushes and floss in addition to signing autographs.

4. American Idol’s Top Ten Colgate College Campus Tour
American Idol’s Top Ten Colgate College Campus Tour will tour the states of
South Carolina, North Carolina, Tennessee, Alabama, Georgia and Florida. This
will be a spring tour, starting in March and continuing through April 2008.
The specific schools to be toured will be:
 Clemson University, South Carolina
 University of South Carolina, South Carolina
 University of North Carolina, North Carolina
 Duke University, North Carolina
 Wake Forest University, North Carolina
 University of Tennessee, Tennessee
 Vanderbilt University, Tennessee
 Tennessee State, Tennessee
 Alabama State University, Alabama
 Auburn University, Alabama
 Tuskegee State University, Alabama
 University of Georgia, Georgia
 Georgia Technical College, Georgia
 Georgia College and State University,
Georgia
 Florida State University, Florida
 University of Florida, Florida
 Florida Atlantic, Florida

5. • The American Idol Top Ten, along with 2
chaperones for the Top Ten, 5 Colgate
employees and a 2 person camera crew, will
set up booths on the campuses, selling $1
Raffle Tickets for the Weekend Getaway and
$5 tickets for the American Idol performance
that night.
• American Idol tickets will also be sold ahead of
time, targeting campus organizations to
promote the event and purchase tickets in
advance. Students will be able to purchase
American Idol performance tickets for $5 and
General Public will be able to purchase the
performance tickets for $10.

6.  American Idol Top Ten will be paid $50 a day in addition to meals and
hotel rooms provided.
 Chaperones for the Top Ten – chosen by Fox’s American Idol – will be
paid $50 a day in addition to meals and hotel rooms provided.
 Camera Crew – provided by Fox’s American Idol – will be paid $50 a
day in addition to meals and hotel rooms provided.
 Colgate employees’ normal salary will be given during this time and
meals and hotel rooms will be provided.
*stage crew and stage will be courtesy of Fox’s American Idol*
 Partnerships will be made with the following:
 Sandals Resort – hotel and meals provided for Weekend Getaway to the Bahamas
 80% hotel stay paid by Sandals Resort
 Delta Airlines – airlines provided for flight from winners’ home state to the Bahamas
 80% airfare paid by Delta Airlines
 CruiseLine Buses – transportation of American Idol Top Ten Colgate College Campus
Tour participants
 80% rental fees paid by CruiseLine Buses
 Fox’s American Idol – provider of American Idol Top Ten, chaperones, camera crew,
stage crew and stage
 HOTEL – hotel provider for tour participants during tour
 80% hotel stay paid by HOTEL
**80% paid by partnerships in exchange for FREE advertising and
promotion of their services and products**

7. Southeast Schools to Tour and Schedule
Day 1, all arrive in Columbia, SC, rent bus, check into hotel and get settled and set up TUESDAY MARCH 18
SOUTH CAROLINA
Day 2 University of South Carolina WEDNESDAY MARCH 19
Day 4 Clemson FRIDAY MARCH 21
NORTH CAROLINA
Day 7 University of North Carolina MONDAY MARCH 24
Day 9 Duke University WEDNESDAY MARCH 26
Day 11 Wake Forest FRIDAY MARCH 28
TENNESSEE
Day 14 University of Tennessee MONDAY MARCH 31
Day 16 Vanderbilt University WEDNESDAY APRIL 2
Day 18 Tennessee State FRIDAY APRIL 4
ALABAMA
Day 21 Alabama State MONDAY APRIL 7
Day 23 Auburn University WEDNESDAY APRIL 9
Day 25 Tuskegee State FRIDAY APRIL 11
GEORGIA
Day 28 University of Georgia MONDAY APRIL 14
Day 30 Georgia Tech WEDNESDAY APRIL 16
Day 32 GA College & State Univ. FRIDAY APRIL 18
FLORIDA
Day 35 Florida State MONDAY APRIL 21
Day 37 University of Florida WEDNESDAY APRIL 23
Day 39 Florida Atlantic FRIDAY APRIL 25
Day 40 have RAFFLE Drawing at Florida Atlantic University – via live webcast at 12pm, then fly tour participants home at 5pm.

8. Specific Information for Tour Participants
Sample of a typical day on tour
 The tour will begin in Columbia, SC where everyone will fly into and get settled into hotel rooms.
 The next morning, breakfast will be provided to the participants at the hotel beginning at 7am and
continuing until 8:30am.
 Then everyone will be on the campus at the University of South Carolina to set up the booth by 9am.
 The Top Ten and Colgate employees will be selling Raffle tickets and performance tickets while the
camera crew captures everything on film. The chaperones will also be there for additional support of
ticket sales, etc.
 Lunch will be provided, brought to the participants and a rotation will start at 11:30am and continue until
1:30 pm.
 Dinner will be provided, brought to the participants and a rotation will start at 5:00pm and continue until
7:00pm.
 The Top Ten will depart from the booth at 7pm, at which time they will go back to their hotel rooms to
get dressed for the performance and then go immediately to the stage area at the football stadium for
rehearsal.
 Colgate employees will continue to sell Raffle tickets and performance tickets until 8pm.
 At that time, the booth will be moved to the stage area at the football stadium.
 American Idol Top Ten performance will begin at 9pm with conclusion at 11pm.
 All participants will go back to hotel for the night.
 The next morning, breakfast will be served from 7:00am until 8:30am. Everyone will report to the bus by
9am for departure.
 This will be a day of driving between tour dates to rest, relax and rehearse.
 Per diem will be given for food this day with breaks given at 11am until 1pm and 5pm until 7pm and
break for the night at 10pm.
*Colgate products will of course be provided to all tour participants*

9. Breakdown of Bahamas
Weekend GetAway Expenses
 Airfare
 $1000 total for two tickets
 80% paid by Delta Airlines $800
 20% paid by Colgate $200
 Hotel
 $400 total for 2 nights
 80% paid by Sandals Resort $320
 20% paid by Colgate $80
 Food for two
 $150 total
 80% paid by Sandals Resort $120
 20% paid by Colgate $30
**80% paid by Airlines and Hotel will be compensation for their free advertising during this promotion**

10. Breakdown of payment of Tour
Participants
 American Idol Top Ten $20,000
 Chaperones for Top Ten $4,000
 Camera Crew $4,000
 Hotel for everyone $40,600
 Transportation
 Bus Rental $8,000
 Gas $5,000
 Food per diem for everyone $22,800
 Insurance $10,000
 GRAND TOTAL: $114,110.00

11. Estimation for Profits during
tour
 $10,000 per school
 $1 raffle tickets
 $5 Top Ten performance tickets for students
 $10 Top Ten performance tickets for general
public
 6 states, 17 schools total
 $170,000 estimated revenue from ticket sales
 $55,000 estimated profit given directly to
Colgate

12. American Idol’s Top
Ten Colgate College
Campus Tour
Sponsored by
Colgate
Fox’s American Idol
Sandals Resort
Delta Airlines
CruiseLine Buses
HOTEL