This was a group presentation that several of us in our Account Planning class came up with to correlate street crossing behaviors with binge drinking habits. We found a distinct correlation between the two behaviors by segmenting groups of people and then determining significantly similar traits.
9. • Sees the risks associated
with binge drinking
• Sticks to morals and won’t
bend
• Consequences outweigh
risks
• Sees other people binge
drinking so she knows what
she’s missing, but doesn’t
care
• Doesn’t ever think drinking
to get drunk will be worth it
• Sense of superiority
10. • Looks for direction from
friends in drinking situations
• Doesn’t take responsibility for
decision to drink
• Not an active rule breaker,
looks to peers for initiative
• “Go with the flow”
• Believe leader has assessed
risk to drink instead of
thinking about it himself
11. • Don’t think about
consequences
• Impulsive
• Believe they are invincible
when it comes to dangerous
activity
• Don’t care what people think
about their decisions
• Rules don’t apply to them
12. • Weighs pros and cons of
drinking in their current
situation
• Environment and past
experiences are influencers
• They slip up on occasion but
they know how to drink and
have fun without going
overboard
• More experienced drinkers
• Past event could have made
them reassess their drinking
habits
13. • Already know how much they
want to drink before they go
out
• Doesn’t understand other
people’s drinking habits
• Not situational drinkers;
have a plan and stick to it
• Go out to enjoy, not to get
drunk
21. Targeting Passive Paul’s
• Need to make decisions for themselves
• We want them to hold responsibility for the decisions
they make
• They care about how they are perceived by others, get
them to see how they act when they’ve been drinking
22. Targeting Circumstantial
Casey’s
• Show them where their logic is flawed
• Past isn’t precedent
• Capitalize on past mistakes. How did it make them feel?
Was it worth it?
23. Everyone who crosses the street tries to get from point A to
point B. Just as we know college students are going to drink,
we want to change their definition of point “B” from
blackout to buzz. We want to make sure they refrain from
drinking to get drunk.
We plan to target the Passive Paul’s and Circumstantial
Casey’s, as they--through observational research-- have
shown that they make up the largest portion of college kids
and are the easiest to influence.
