Ingham Substance Abuse
Account Executive: Cyle Dowling
Media Director: Grant Griffin
Creative Director: Josh Rogers
Art Director: Katie Cheek
Research Planner: Lia Homeister
Public Relations Coordinator: Brandie Hansen
To: Ingham Substance Abuse Prevention Coalition
From: Team Sober
CC: Harriett Dean
Re: New Marketing Communications Campaign
When we were presented with the Ingham Substance Abuse Prevention Coalition and the challenges it
faced almost three months ago, we knew that we would have to work tirelessly as a group to achieve
the goals ISAP had presented us with. Not only were we facing the challenge of trying to change the
social norms regarding substance abuse, but we were also trying to bridge the gap between people’s
perception of drug use and the actual reality of it.
After extensive research and time spent gathering data, we have formulated three main objectives for
our campaign: create a brand identity that is relatable to our target audience, improve responsible
drinking behavior, and support visions of ISAP, with a focus on alcohol abuse. Our mission is to reduce
the pathological use of alcohol and drugs to better the Ingham County community.
When it comes down to the excessive use of a potentially addictive substance, we want to educate
individuals that if you choose not to use the substance, there are others in the county with the same
mindset. This is where we developed our “You’re Not Alone” campaign.
We believe that with our recommendations and ideas, ISAP can grow and become a well established
name in the Ingham County community and set the bench mark for substance abuse organizations in
We look forward to presenting our full marketing communications plan to you.
Project Key Goals for Target Brand Advertising Advertising Media
Description Challenge Client Analysis Strategy Objective Strategy Objective
Create a Break through To: -Ages 17 & -Communicate Using a You’re Not Main goal is
brand identity the social 1) Increase under data in a mixture of Alone is our not to fall
that is norms stigma total brand -Ages 18-20 creative way both serious advertising below 50%
relatable to and close the awareness for -Teenagers to engage and personal slogan that reach, we are
our target gap between ISAP by 25%. and young target. tones in our addresses the aiming to
audience. people’s adults under advertising social norm fulfill about
perception 2) Establish the legal age -Use social strategy we and 70-80% of
Improve and reality of ISAP as a of drinking. norms tactic to can keep a personalizes our given
responsible drug abuse. credible and bridge the gap larger ISAP’s reach in the
drinking reliable -“Country between demographic mission. target
behavior, source for Comfort” & perception and engaged in audience
focusing on drug abuse “Mainstream reality. our message The mosaic using a
underage prevention Families”— and brand of faces variety of
drinking. and protection families with -Position mission. represents media.
methods. at least 1 ISAP as an everyone in
Support the child under approachable We can use Ingham Promotional
visions of 3) Increase the age of 18. organization images and County that Strategies
ISAP, but advertising that is words to does not
focus on funds and -Residents of relatable to show what follow the -Earned
alcohol abuse. earned media Ingham the target. the reality is social norm. media
opportunities. County, MI. regarding (promotional
abuse, and The positive events).
how much it statistics
affects back-up the -Social media
Ingham argument of outlets.
County. how to close
the gap of -Posters,
and reality. brochures,
! Funded through government dollars ! *BIG* Lack of Identity
! Collaborations with community ! Not enough money we are dealing with
organizations to increase awareness compared to other big time alcohol
! MSU Social Norm Campaign advertisers such as Budweiser
! 90% of Ingham County adults are either ! Parents give children too much freedom
light or moderate drinkers, or don’t drink nowadays
at all ! MSU Social Norms Campaign has
worked on campus, but doesn’t address
Ingham County as a whole
! Parental Substance Abuse
! Targeted prevention program efforts can The Beer Industry (Anheuser Busch, Samuel
reduce the burden of alcohol abuse Adams, Miller, Coors)
! 90 % of Ingham County adults are Sponsorships/ Events: NASCAR, football,
either light or moderate drinkers, or baseball
don’t drink at all Concerts: Busch Lite Featuring the Dave
! Parental support against underage Matthews Band on Private Island Cruise,
drinking remains very high at 71 % tailgate packages, etc.
! Support for funding the coalition still Hard Liquor Companies (Smirnoff, Bacardi,
remains very high and on the rise Captain Morgan)
Peer Pressure:Friends, trying to fit in with a
Over saturation: Similar Organizations (MADD,
SADD, MCRUD, FACE)
Mothers Against Drunk Driving (MADD)
Recognition Programs: SALUTE Michigan Law Enforcement
encourages agencies to prioritize drunk driving arrests
Students Against Drunk Driving (SADD)
21 or Bust Campaign: Teams up with Licensed Beverage Outlets
law enforcement officials to prevent the sale of alcohol to those
under the age of 21
Michigan Coalition to Reduce Underage Drinking (MCRUD)
Social Networking Campaigns: Facebook, Twitter
Community Campaign, School/Campus Campaign and
- 17 and Under: High School/Underage
- 18-20: College/Not Legal Yet
- 21 and Up: Legal/Adults
- * Focus on the issue of alcohol abuse of teenagers/young adults
+ There are many communities located within Ingham County, each one h
aving its own unique social groups and life-stage groups.
- These Americans tend to be married, mostly between the ages
of 25 and 54, with or without children.
- While the age range of adults is broad--from 25 to 54--these are
households with at least one child under 18 still at home
• Communicate data with pictures or in a creative way
to engage target.
• Use social norms tactic to communicate data.
ISAP as an approachable organization that is
relatable to the target
• What!s the business challenge? • What do we need to say?
– Decreasing the numbers of teenagers – Perceived norms about drinking are
and young adults who drink illegally or different from reality.
irresponsibly by using social norms. • What makes this believable?
• What!s the communications objective? – Statistics and focus group research
– Associate ISAP with the real social conducted by ISAP.
norms by using statistics. • What!s the brand character?
• Who are we talking to? – Positive, relatable, multidimensional
– 11-17 & 18-21 year olds/Male & • What else do we need to keep in mind?
Female – Executional mandatories:
– Ingham County residents – Logo must be featured in the ad.
• What ! s the key insight to make the – Ad must integrate social norms.
brand meaningful in their lives? – Ad must integrate statistics to back up
– Despite the idea that most teenagers claims.
drink/use drugs, statistics reveal that – Campaign must be integrated using
most teenagers and young adults do several different types of media.
not engage in such activities or do so
Why do we matter? Who is the enemy? What do we stand for?
We are here exclusively for The perceived norm that We are here to change the
the residents of Ingham “everyone” is drinking or perceived norm and reveal
County, using the
providing services and drugs. reality.
programs in drug & alcohol
-”Fact” is a clear
and concise way Statistic
to represent -Positive statistic to
reality. engage the target,
rather than push
reality to represent
the social norms.
Alone” tightly Logo
describes what -ISAP viewed
we are trying to as a person
say: the makes ISAP a
perception is far- more
reality. Background -The
-More people -Mosaic of many people represents the idea that silhouette is
choose you are not alone. The majority of people actually simple, but
do not drink
Not to drink than can represent
-Blue translucent block simplifies the ad, making any person
the people who the statistic and slogan stand out more
choose to drink. who sees it.
Letterhead MEDIA ADVISORY
FOR IMMEDIATE RELEASE
October 28, 2009
Media Contact: Team Sober
Local Residents Take Steps to Help Prevent Substance Abuse
The Ingham Substance Abuse Prevention Coalition Sponsor 5K Walk to Raise
Ingham Substance Abuse Prevention Coalition voting members and non-voting
A sponsored 5K walk (3.1 miles) around a designated area around the Michigan State
Capitol to help raise awareness and donations to fight substance abuse in Ingham
County. There will be booths set up with information about prevention and help lines for
friends and family suffering from substance abuse issues.
10:30 a.m., Sunday, November 1
Located at the Michigan State Capitol. 100 N Capitol Ave, Lansing.
The Ingham Substance Abuse Prevention Coalition has a mission to reduce substance
abuse and its related consequences and stigma. There purpose is to bring effective
prevention services to our community through comprehensive collaboration. We
coordinate, plan, develop and evaluate a comprehensive countywide strategy that
addresses locally determined risk and protective factors and achieve changes in
substance use behaviors prioritized by our county.
+ FOR IMMEDIATE RELEASE
CONTACT: Team Sober
December 31, 2009 123-456-7890
Ingham Substance Abuse Coalition
Appeals to Young Adults
ISAP Sponsors New Year’s Eve Casino Night Lock-In for Teens
LANSING, MICH. –– The Ingham Substance Abuse Coalition is reaching out to Ingham
County high school students by giving them opportunities to participate in drug-free activities.
“We just want to show students that they can have fun without the use of drugs. Getting
involved in the community is the only way we can change the social norm,” said Harriet Dean,
The lock-in will be held at the Michigan Athletic Club (MAC) in East Lansing on Dec.
31 at 7 p.m. Students will stay overnight, under chaperoned supervision of ISAP members, to
enjoy a night filled with music, food, non-alcoholic beverages and casino simulated games.
“I’m really looking forward to this New Year’s Eve party. It is great to have somewhere
to go with your friends and without your parents worried that you will get in trouble,” said
Ashley Jones, Haslett High School freshman.
ISAP’s mission is to reduce the substance abuse and it’s related consequences and
stigma. The purpose is to bring effective prevention services to our community through
comprehensive collaboration. We coordinate, plan, develop and evaluate a comprehensive
countywide strategy that addresses locally determined risk and protective factors and achieve
changes in substance use behaviors prioritized by our county.
For more information on ISAP and upcoming events, visit www.drugfreeingham.org
Rationale Types of Media
Reach: Main goal is not to fall below 50% Local television
reach, we are aiming to fulfill about 70-80% PSA- $1,000 for local 30 sec. slot
of our given reach in the target audience.
Higher Frequency and Lower Reach
PSA- $218.40 for 60-sec spot (97.5)
Repeated exposure needed to change Local newspaper
$103.00 per square inch
Social media/viral media
Emphasize message before periods of
high drinking behavior while still Facebook Ad = $35.00 for 3 days
keeping the message out. Free: Twitter, facebook page, youtube
$2500 for 1 month