Developed Advertising and Marketing campaign for Operation PAR to create awareness for their eServices. Conducted contributing research for the campaign, managed and planned portfolio book for client, designed and implemented a fully functioning website.
2. the campaign
Patrick Murray – Account Executive
Amrita Advani – Account Supervisor/Copywriter
Robert Stephenson – Account Planner
Emily Sarecky – Art Director
Amanda Rodriguez – Graphic Designer
Romy Roloff – Media Buyer and Planner
2
3. Table of Contents
Executive Summary - 4
Research - 5
Creative Brief - 15
Creative - 16
Media Plan - 26
Campaign Assessment - 32
3
4. Dear YOU,
We bet you’ve been having a lot of fun at school; living on your own, making
your own decisions, and setting your own rules. Everybody is trying new things,
and pushing boundaries.
Experimenting with drugs and alcohol is part of the college lifestyle.You figure
these next four years are meant to be about having a good time before the real
world. All your friends feel the same way, so it’s not a big deal, right?
Wrong. That attitude in the long run will mess you up. Trust us, we know. We’ve
missed finals, failed classes, ruined relationships, made asses of ourselves, and
wasted thousands of dollars on our bad habits.
We know that admitting you need help (especially in college) can be awkward
and difficult to do. Going out a few times a week and smoking weed regularly
doesn’t seem to be an issue at first, but where do you draw the line?
We won’t judge you, tell you not to drink or try new things, but we want you to
know that it’s all right to admit you have a problem and it’s okay to ask for help.
There’s nothing wrong with wanting to grow up and be responsible. It’s your
future on the line, and the payoff will be huge.
If you want to be successful, you’ve got to be willing to make changes in your
lifestyle now, changes your friends might not always understand. That’s where
we come in. We’re here to listen and offer the best advice possible for your
sticky situation.
This campaign intends to show you that your current habits may be leading you
down a slippery slope. Our website will provide you with a place to go if you
decide to seek help. When too much fun, games, and partying become an addic-
tion and you don’t know where to turn, our website will be there to help you
out.
Love,
Cubic
4 Executive Summary
6. Who is our client ?
Mission Statement: To strengthen
our communities by caring for families
and individuals impacted by substance
abuse and mental illness.
Background on Obstacles: Operation
PAR has helped many adolescents but has
never successfully been exposed to a col-
lege campus. Specifically, The University of
Tampa has not been exposed to Operation
PAR and its services.
Industry and environment trends:
Although Operation PAR and other rehabilita-
tion centers have online programs for clients,
they do not have one tailored to college stu-
dents. By not targeting this demographic, Op-
eration PAR is overlooking a vital part of their
customer base. Colleges act as a center for drug
and alcohol introduction, consumption, and ad-
diction.
Company opportunities: The University of Tampa is often depicted as
a party school. It is surrounded by various areas of nightlife. Drinking is not
only a big factor at UT, but is encouraged by Tampa Bay’s party atmosphere.
With Ybor City, Channelside, and Hyde Park all being less than ten minutes
away, students are enticed to go out and live that lifestyle. Operation PAR
has the chance to curtail the drinking and drug culture amongst students
and shine some light on potentially harmful drinking and drug habits.
6
company Analysis
7. What is our service?
eServices
eServices is a online counseling program, that includes video
chat, voice chat and instant messaging for individuals suffering
from substance abuse or mental illness.
eServices will meet the needs and wants of hundreds
of students because it takes into consideration college
kids’ feelings. Nobody wants to feel like an outcast just
because they don’t want to continually drink and or do
drugs.
By taking the time to appreciate and understand our
peers, we know that if they ever wanted help to sober
up or get a grip on their substance use prevalence, they
would only do so in a confidential, well organized envi-
ronment.
Since most college kids want something easy and acces-
sible to them at all hours, the eService works perfectly.
It’ll match the need of convenient access, and also add
the element of comfort by allowing students to do this
from their dorm room.
service Analysis 7
8. Our potential consumers are currently unaware of the fact that they
may have a drinking and drug problem, despite showing signs of abuse
and addiction. In order for our consumers to use the service, Opera-
tion PAR’s eServices, they first need to be aware of their problem.
Currently on UT’s campus, there are or-
ganizations that offer students help, such as “I’m just
AA and CARE. Some organizations en- having fun...
courage students to be aware of their hab-
its, such as “Watch Your BAC”, a campaign it’s college.”
asking students to be aware of their blood
alcohol content and the consequences of
drinking too much.
Our target audience is obsessed with technology.
They want everything and they want it now.
eServices comprises components that students
are comfortable with. They use Skype and iChat to
communicate with their friends and browse popu-
lar websites such as Chat Roulette, to randomly
meet with strangers and video chat with them. UT
students suffering from addiction would be com-
fortable using this medium to connect with their
counselor. Our demographic incorporates social
media into their daily lives.
Two of Operation PAR’s counselors are available by
appointment on campus. Although students have access
to help, our target audience does not think they have
a problem. They need to know they need help before
they look for it.
8
Situational Analysis
9. S.W.O.T Analysis of
Operation PAR
Strengths Weaknesses
•Promote prevention and mod- •Not well established in UT's
eration amongst young adults community
•Their statistics are validated by •The website is hard to navigate
success stories and research •Location is too far away from UT
•eServices are available online students
for quick and easy treatment. •Not enticing to college students
•Long standing history with the •Services for treatment is
community. expensive.
Opportunities Threats
•Increase social media usage on •It is a stigma to seek help.
Facebook/Twitter •Reputation of AA, “Watch your
•Get UT community more in- BAC” and “CARE”
volved •Tampa night life is very popular
•Encourage students to live a •Drinking is a part of college culture
healthier lifestyle •People’s mindset that they will out-
•Allow a discounted price to UT grow drinking and doing drugs
students •Negative attitude towards change
•Peer Pressure
Although Operation PAR is not well established within the UT community, our cam-
paign will promote the use of eServices. Through the development of our website,
Operation PAR will be able to reach UT students. The website will be interactive and
appeal to our target audience. Additionally, with the increase usage of Facebook and
Twitter, larger demographics of our target audience will be reached. Our campaign
encourages self-realization, whereas other campaigns focus on telling students what
to do.
9
10. Who is our target audience?
Age: 18-23 yrs old
Gender: Male and Female
Just the Drinker Classification: UT undergrad
students
Our first friend is Bob, the drinker: He is
the guy who is always going out drinking.
He gets wasted a lot, spends too much
money, and has more than enough drunken
tales to tell. He typically goes out four or
five nights a week, drives friends home
drunk after bar hopping, and is only con-
cerned about where he’s going to get his
next drink. Bob blacks out more than your
average social drinker.
The Adventurous Mixer
Now meet our friend Mike, the
adventurous mixer: He likes to
get belligerently obscene. He
drinks while he smokes, and he
smokes while he drinks. Mike
likes to experiment and mix
multiple substances when he’s
out partying. Xanaxx, Coccaine,
Adderall; anything that will inten- Just the Druggie
sify his state of mind, Mike enjoys
extreme intoxication. Finally we have Mary Jane, the druggie: A girl who
lives by her name. Her first thought in the morn-
ing is how soon can she get high? Within minutes
she’s waking and baking in her dorm room before
rushing to her first class. She goes to class stoned,
doesn’t pay attention, but instead begins planning
via text message to meet a friend in the park to
smoke again. Mary Jane spends hundreds of dollars
on weed.
10
11. What did we need to find out?
We had two research objectives:
1. Understand students potentially harmful habits
2. Determine why students think it is a stigma to seek help
We know students drink and experiment
Observations
171 in-depth surveys with drugs. It’s accepted as a big part of
5 focus groups the college experience. They feel as if this
20 interviews is their time to go wild before hitting the
Secondary Research: 2008 real world. What they do not realize is that
University of Tampa CORE these habits could lead to serious prob-
SURVEY statistics and 2008 lems.
Florida CORE SURVEY sta-
tistics (Central Florida). The line between having fun and having a
problem tends to be blurred. Our campaign
aims to make this clear.
We found that UT students had a skewed perspective of
use and abuse.
Use at UT Abuse
51.9% drink 2 or more per Medically accepted alcohol
week intake for:
Men: 3 beers per day
Women: 2 beers per day
59.5% consumed 5 or more
drinks in an average setting Definition of binge drinking:
for men: having 5 or more
drinks in an average setting in
a period of 2 hours
70% feel that smoking for women: having 4 or more
marijuana puts a person at drinks in an average setting in
moderate to high risk for a period of 2 hours
harming themselves
53.2% admitted to experi-
menting with drugs includ-
ing marijuana, cocaine, and
mushrooms.
11
Research Methods
12. why DO YOU drink and do drugs?
“Social pressure, relief of
stress and it’s fun.”
“Everybody’s
doing it.”
“Love the highs.”
“I used drugs because I didn’t
know how to cope with life
and it helped me make all my
problems disappear.”
DO YOU remember any consequences?
“Hospital, rehab, hurting
myself and others”
“DUI” “Stomach
pumped”
“Made decisions about sexual acts
that I later regretted.”
“Sometimes people made
fun of what I was doing
that night.”
Finally we asked...
DO YOU have a problem?
“I don’t have a problem.”
But now, WE had a problem
12
13. Why do you resist seeking help?
57% said
they don’t
have a
problem
41.8%
said they
were
afraid
24.2% of being
said they judged 20.9% said
don’t they can’t
7.7% said know afford to
their where to get help 5.5% said it
friends get help
would would be
make fun a waste of
of them time
We were stuck. How do we communicate the detrimental effects of
their habits and encourage them to seek help if they:
1. Don’t think they have a problem
2. Are not receptive to campaign ideas that included a friends’ per-
spective on their drinking habits because they felt too judged.
3. Do not want to be told how to feel and what to do.
4. Do not want to be told that they had a problem.
5. Do not want the issue to be portrayed in a humorous manner but
don’t want the campaign to be too serious either.
13
14. After numerous brainstorming sessions,
arguments, debates and thought proc-
esses, we came up with an idea that finally
encompassed all the requirements of our
target audience...
The “Do You Campaign” stimulates stu-
dents’ thoughts on their drinking and drug
habits and makes them realize that if they
do behave in certain ways, they may need
help.
Defining the Do You campaign:
This campaign is presented as a series of questions, encouraging
students to “Think. Understand. Do.” These questions will help
students with drug and alcohol abuse issues to come to a reali-
zation that they need help. The ads also provide the URL of the
website which provides a safe, comfortable way for students to
“
”
get help. The website acts as an interface between UT students
and Operation PAR’s eServices.
“It’s a good idea be-
cause it is interacting “It breaks away from the
with me. It’s not tell- stigma of seeking help.”
ing me to stop drink-
”
ing, it’s just asking me
things ti make me “It’s a great self-realiza-
question my habbits.” tion campaign, that will
help students deal with
a situation they never
want to deal with.”
“No stats, no numbers!
”
It leaves it up to your
imagination to go and
find out more on the
website.” “The message is per-
sonal and only relates
to you and it does not
expose you to your
“It’s not an automatic negative friends because it’s all
feeling, it’s a fresh approach to about you.”
the subject.”
14
15. Creative Brief
Why are we communicating?
Students agree that drinking and doing drugs are a big part of college life, but do
not see this as an issue. When asking students who abuse on a regular basis if they
have a problem, they don’t think they do. This is our predicament: We are faced with
stigmas attached to seeking help. The stigma is admitting you do have a problem and
being judged if you seek help. Student’s mind sets are “AA is for quitters” and “When
I graduate and I’m in the real world, I’m not going to be like this.” The “Do You
Campaign” aims to encourage students to think about their habits and to visit our
web site. Our website will act as an interface between UT students and Operation
PAR’s eServices.
Who are we talking to?
-Just the Drinker What do we want the
Students who drink to get drunk communication to do?
on a regular basis. Create a broad awareness of
the “Do You Campaign” and
-Just the Druggie stimulate thought about
Students whose daily activities students drinking and drug
consist of using drugs. habits in a nonjudgmental
manner.
-Adventurous Mixer
Student’s who mix drugs and What do we want them to
alcohol together. think?
We know that drinking and drug use is
What do they currently think? part of the college norm. However, we
Most students that do need help do want to encourage them to think about
not believe they need it. “College is for their habits and be able to realize that
experimentation and doing things you sometimes they go too far and may need
wouldn’t do when you’re older.” help.
What is the big idea?
The “Do You Campaign” stimulates students’ thoughts on their drinking
and drug habits and makes them realize that if they do behave in certain
ways, they may need help.
Why should they believe it?
Our campaign tone is nonjudgmental; it talks to students in their own
language and is thought provoking. It uses creative questioning and images to
capture their attention but also sends out a powerful message.
15
17. Advertising Objectives
“
Primary
1. Increase awareness of eServices amongst UT
“
undergraduate students by 70% in one year.
2. Increase awareness of our website amongst UT
undergraduate students by 70% in one year.
It makes me think about my habits and
why these questions are being asked.
1. Persuade our target audience that they might have
Secondary
”
a problem.
2. Intriguing students to visit our website.
3. Approaching drinking and drug habits in a
nonjudgmental way.
“Think. Understand. Do
Kind of makes me wonder
what is on the website.
17
18. Phase 1
Sparking Interest.
This phase incorporates a series of print advertisements featuring capti-
vating images with the website URL underneath followed by the tag line.
These advertisements are designed as attention grabbers.
18
19. Phase 2
Stating the Facts.
This phase incorporates a series of print advertisements featuring ques-
tions that could be relatable to students. The website and tag line are
also present. These ads will hopefully get the attention of those who
may need help and make them question their habits.
Examples:
Do You blackout every weekend?
Do You work to drink?
Do You spend your parent’s money to get high?
Do You get high alone?
Do You turn to alcohol at the end of a stressful day?
Do You rely on pictures to tell you what you did last night?
Do You mix drugs and alcohol?
19
20. Phase 3
The Help.
This phase is the last phase in the series of print ads and is what they
were all building up to. The ads are asking, not telling.
Examples:
Do You need help?
Do You know a friend who needs help?
Do You know where to get help?
Do You know how to get help?
Do You know why you need help?
20
21. Main Strategies
We wanted to approach this campaign in a way that would be relatable to students on
a personal level. The Do You campaign aims at treating students respectfully and in an
accommodating way try to provide them with help and information.
We will target the UT student population through the
following social networking sites:
Why will Facebook work for you?
•Over 400 million active users.
•9,914 active users in the University of Tampa
network.
•More than 5 billion pieces of content (web links,
news stories, blog posts, notes, photo albums,
etc.) shared each week.
•Average user spends more than 55 minutes per
day on Facebook.
•There are more than 100 million active us-
ers currently accessing Facebook through their
mobile devices.
Why will Twitter work for you?
•It’s a great word-of-mouth mar-
keting website.
•Users are able to update their
status at any given time.
•Followers will be notified imme-
diately when you have updated
your status.
•It is easy to use.
21
22. .Why will thedoyou.com work?
•The simple, clean and fresh look of our website will be appealing to our target
audience.
•The introductory video will explain the whole concept of our campaign in a way
that is creative but powerful, conversational yet informative, and professional yet
relatable.
•Various links will be featured on the website that connect our target audience with
Facebook & Twitter.
•eServices will have its own special link and will be the main focus of our website.
•Other links will be created to stimulate our target audience to navigate around our
website.
22
23. Concert in the Courtyard
Daniel B Marshal will be playing March 2, 2011 from 8pm to 11pm in the
UT Vaughn courtyard.
This concert will be cosponsored with Student Productions and Go
Beyond campaign to promote a safe and healthy spring break.
Student Productions is providing free advertising, volunteers and a $1500
donation to the event.
daniel b marshall
23
25. To Be Featured in The Minaret:
Students who are struggling with alcohol and drug addiction will have
the unique opportunity to receive therapy through Operation PAR’s
newest online program geared towards UT students. This service
encompasses student’s need for immediate action and provides a familiar,
confidential, and comfortable interface.
This service will be available through the DO YOU website. The DO
YOU site will act as an interface to bridge UT students with Operation PAR’s
eServices offer professional advice from qualified counselors via their
webcam and voice chat. The service will be easily accessible at an affordable
rate for students, as well as being covered by certain health insurance policies.
The University of Tampa faces the same challenges as any other campus
when it comes to drinking and drug abuse. With 59.5% of UT students
admitting to consuming five or more alcoholic drinks in an average social
setting, a growing concern about addiction surfaced.
This site will also offer additional information pertaining to drinking and
drug habits in college and how to manage them. The campaign promoting the
web site and service plants questions in student’s minds, encouraging them
to think more seriously about their habits. This approach differs from other
campaigns that just tell college kids that “drinking and drugs are bad and don’t
do it”.
Operation PAR, Inc. has been putting Florida's families first for more
than 37 years since incorporating as a nonprofit organization in 1970. Prior to
receiving federal funding, Operation PAR provided treatment services with a
volunteer staff of paraprofessionals and professionals. Today, staffed with more
than 425 employees, Operation PAR provides integrated addiction and mental
health services at its various sites in Broward, Pinellas, Pasco, Lee and Manatee
counties.
DO YOU will resonate with UT students, and stimulate deeper
conversation and thought about their current habits.
Public Relations
25
27. media Overview
A typical UT student’s college experience revolves around their social
life, both on and offline. In order to get our message across to them
effectively, our campaign needs to be prevalent in the places they visit
the most.
We developed a $6,200 media plan that comprises of the main aspects
of a student’s daily life. From Facebook to traditional print ads in their
favorite restaurants, our campaign will resonate.
UT students don’t like traditional approaches so we incorporated ten
nontraditional placements into our campaign.
To ensure maximum reach and exposure, we created a unique
frequency chart that will guarantee the maximum outcome in creating
awareness with our target audience. Our campaign will be
strengthened by our alliance with Operation Par, The University of
Tampa and local businesses.
27
28. Traditonal
Direct: Postcards- These postcards will be placed in campus
mailboxes before students arrive for the beginning of the
semester to create interest and awareness of the campaign.
Booklets in health center- these booklets will be a summary of
our campaign slogans and the last page will provide
information as to where and how to get help.
Print ads- will appear once a month in the Minaret, depending
on the phase in the campaign.Various public locations around
UT’s campus and restaurants that UT students frequently visit.
Some will be translated into Spanish to better reach our
demographics who’s first language is Spanish.
Dear You,
You’re about to embark on a new
semester full of pushing boundries
and trying new things. We know that
experimenting with drugs and alcohol is
You
a part of the college lifestyle, but we 401 W. Kennedy Blvd
want to show you signs that you may Tampa, FL 33606
be heading down a slippery slope. We
are not telling you what to do, just
giving you somewhere to turn for help.
www.thedoyou.com
think.understand.do
28
29. Website: our website will be the main component of our campaign. Because our
ads will be so limited in information, our website will act as an interface for Op-
eration PAR’s eServices and UT students. The website will include video, a link
to Operation PAR’s eService as well as other informational pages. Our plan is to
embed Operation PAR’s eServices into the website, so students do not have to
navigate to a different website. Makes it more convenient to our target audience
Concert: bracelets, coasters, water bottles, and t-shirts would be created in
order to promote the on-campus concert. The concert will feature a local artist-
Daniel B Marshall.
Sandwich man: during some weekends, a man wearing a sandwich board will be
walking around campus handing out business cards with our logo and URL.
Napkin holder: Ads will be placed in napkin holders in all dining areas on cam-
pus;Vaughn Center, Stadium Center and the Rathskellar.
LCD TV’s in Stadium Center: Ads will flash every few minutes on the LCD TV’s
in stadium center. These will contain messages from our campaign.
Facebook fan page/group: this page will be updated with announcements regard-
ing campaign events as well as a link to the website.
Twitter: will be frequently updated with tweets, depending on the phase in the
campaign.
Sidewalk Chalk: will appear around campus on Fridays of the 2nd week of the
month during time periods when students party.
Wikipedia: Entries describing the “Do You campaign” would be created in
Wikipedia describing the campaign, its goals as well as providing links to our
website.
Word of mouth: Word of mouth marketing is a critical component of the Do
You campaign. In order to reach more of our target audience, we need students
to include “Do You” in their daily conversations. By incorporating Do You in their
vocabulary, students will inform their friends about the campaign and maybe
even encourage them to use the website
Non-Traditonal 29
30. Scheduling & Phasing
Schedule
Although the campaign will run all year round, the majority of it will coincide
with the academic school year from September through May.
•It will be easier to reach students while they are on campus.
Phasing
Certain media need to be placed at specific times to ensure the message is
most effective.
•Postcards will be sent at the beginning of each semester to kick of the
start of the Do You campaign.
•Print ads will be placed around the University of Tampa and popular
restaurants that students frequently visit after a night of partying.
•Sidewalk chalk will be featured every second week of the month on
a Friday morning after a night of partying to make our message more
powerful.
•Sandwich Board man will walk around during the months of October
and March (except during Spring Break). During high traffic periods of
class exchanges, (noon to 3pm) sandwich man will hand out business
cards with our logo and URL on it.
•Pocket booklets will be available in the health center during the months
of Nov-Dec & Apr-May.
•Concert in the Courtyard featuring Daniel B Marshall, will be in March,
right before Spring Break.
•www.thedoyou.com website, Twitter account, and Facebook Fan/Group
page will be running for the entire year.
•Napkin holders, LCD screens, Minaret Ads (online and print) will be
mixed together to increase reach.
•Research booklets will be available at the end of May to discuss results
of the prior academic year.
30
31. How will things flow?
Budget Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul Total
By week 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4
Phase Phase 1 Phase 2 Phase 3 Phase 1 Phase 2 Phase 3
Nontraditional
Sidewalk Chalk $70.00
Sandwich Boards $225.00
Napkin Holders $0.00
LCD Screens $0.00
eBranding
Website domain name & hosting $100.00
Facebook AD $300.00
Twitter $0.00
Video $0.00
Facebook Fanpage/Group $0.00
Traditional
Minaret Ad - print $800.00
Minaret Ad - online $600.00
31
Print Ads $427.20
Direct
Business Cards $72.62
Postcards $240.00
Pocket Booklets $252.00
Research Booklet $0.00
Events/Promotions
Daniel B. Marshall Concert $4,544.10
Sub-Total $7,630.92
Discount -$1,500.00
Budget
Grand Total $6,130.92
32. Campaign Assessment
To ensure the effectiveness of our website, we will use
Google Analytics. This will measure our sites engagement
goals against threshold levels that we define. Additionally,
this will help us understand visitor intent, find out what
our customers are really looking for and speed up time
to conversion.
At the end of each semester we will send out surveys
through surveymonkey.com to assess student’s awareness
and opinions on the campaign.
32
33. Appendix
Lancey, Ph.D., Patrice, Uday Nair, M.S, Rachel Straney, M.S, and Thomas Hall, M.S.W. 2008
Florida Core Study. Rep. University of Central Florida, 2008. Print. Regional Report.
Summary of Services. Rep. Pinellas Park: Operation PAR, 2009. Print.
Lancey, Ph.D, Patrice, Uday Nair, M.S., Rachel Straney, M.S., and Thomas Hall, M.S.W.
Florida Core Summary. Rep. University of Central Florida, 2008. Print. Executive
Summary.
Moore, Ph.D, Kathleen A., M.Scott Young, Ph.D, Ellen Snelling, and Sue Carrigan. Profile of
Alcohol and Drug Indicators. Rep. University of South Florida, 2009. Print.
University of Tampa Core Survey Statistics. Rep. Tampa: University of Tampa, 2008. Print.
“Healthy Living.” Bupa. British United Provident Association Limited, 1996. Web. 2010.
<www.bupa.co.uk>.
The University of Tampa - Drug Free - Campus and Community Resources.”
The University of Tampa - A Private, Florida University. Web. 27 Apr. 2010.
<http://www.ut.edu/detail.aspx?id=4234&terms=alcohol&fragment=&SearchType=&ter
ms=alcohol>
33
34. Acknowledgments
Special thanks to The University of Tampa
Doctor Gracieli Scremin for your patience and guidance
Operation PAR and it’s employees, especially Jackie Griffin-Doherty and
Wendi Danicourt
The students of UT that
participated in our surveys, focus groups and interviews
A very special thanks to Ellie Eshelman
for inspiration behind the DO YOU campaign
and finally our friends and family for all their support.
34