Campaign Presentation: Do It Legally

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My ADPR 5950/7950 PR campaigns team who planned the Do It Legally campaign to fight illegal downloading on campus at UGA gave their client presentation on April 15. A video of the students presenting …

My ADPR 5950/7950 PR campaigns team who planned the Do It Legally campaign to fight illegal downloading on campus at UGA gave their client presentation on April 15. A video of the students presenting is available at http://www.viddler.com/sweetser/videos/24/ .

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Transcript

  • 1.  
  • 2.
    • Problem facing College Campuses
    • Legislation Enacted
    • RIAA
    • The University of Georgia
  • 3.
    • Surveys
    • Legal Alternative Options
    • Focus Groups
    • Content Analysis
    • Case Studies of Other Schools
    ~ Academic Research (12 articles) ~ Media Coverage (84 articles from College Newspapers) To fully assess the current climate regarding illegal downloading and the attitudes towards potential consequences on the UGA campus
  • 4. Message Testing -Apparent knowledge of Ruckus - Knowledge of legal issues - Simply economical to download illegally
    • Exploratory Research and Brand Testing Results
    • - No illegal downloaders?
    • - Orientation messages
    • Overwhelming iTunes usage
    “ I know there are hundreds or millions of people illegally downloading and I am downloading so few. It is not anything. ” - Student in Russell Hall Focus Group
  • 5. Key Messages ~ Education through real consequences ~ Honest not intimidating ~ Approachable and authentic Key Messages ~ a “cool factor” approach ~ legal alternatives are superior to illegal options ~ promoting attractive legal alternatives
  • 6. Monday: Chapter Presentations Tuesday: Panel Discussion Tuesday-Thursday : Classroom Presentations and Dining Hall Promotional Events Friday : Campaign Promotion at Yung Joc concert, Black Lips concert and Girl Talk show To plan and execute a campaign “ push week” Goal: To inform UGA students that illegal downloading is an unacceptable behavior
  • 7. Goal: To inform UGA students that illegal downloading is an unacceptable behavior Tactics to generate traditional media coverage: - Press Releases to relevant newspapers Tactics to generate social media coverage of the campaign events and messages: - Pitch to Blogs - Twitter - Campus Listservs
  • 8. Goal: To inform UGA students that illegal downloading is an unacceptable behavior Tactics to promote the campaign through social media outlets: ~ Campaign Web site ~ Twitter ~ Campaign Blog ~ Facebook group ~ Online Videos Tactics to promote the campaign though traditional publicity materials ~ Informational rack cards ~ Branded campaign T-shirts and posters
  • 9. Goal: To promote legal media downloading programs to UGA students To increase student awareness of Ruckus, as an indicator of legal alternatives, by at least 5 percent by the end of the campaign To increase the percentage of UGA student subscriptions to Ruckus, as an indicator of use of legal alternatives, by 5 percent by the end of the campaign
  • 10. Goal: To promote legal media downloading programs to UGA students - Direction of traffic to Facebook and Web site for information in all presentations and media materials - Inclusion of legal alternative information on Facebook group and Web site - Giveaways and information from legal alternatives
  • 11.
    • Social Media
    • - 233 Facebook Group Members
    • 289 unique visitors to campaign Web site (with 1,000 views)
    • More than 3,200 page views at Uga.edu/doitlegally
    • - 27 followers on Twitter
    - More than 3,300 Face to Face impressions with UGA students during Push Week - 1,700 impressions through traditional and social media publicity materials Panel Discussion - More than 1,100 potential social and online media impressions about panel event - More than 70,000 potential traditional media impressions about panel event - 90 Students attended Panel
  • 12. + 20.7% 45.2% 24.5% Familiarity with Ruckus + 18.8% 62.4% 43.6% Familiarity with Rhapsody + 25.5% 82.8% 57.3% Familiarity with Napster + 21.4% 55.9% 34.5% Familiarity with Wal-mart Music + 18.7% 38.7% 20% Familiarity with Pandora + 15.8% 73.1% 57.3% Use of iTunes + 15.5% 35.5% 20% Use of Amazon Difference Post-Campaign Survey Pre-Campaign Survey Program:
  • 13. - 1.24 - 1.88 - 2.83 - 0.93 - 1.46 Difference 2.42 3.74 Even though I hear of people being fined for illegal downloading, I plan to continue downloading. 2.18 4.06 I really do not believe I can get in real trouble for downloading illegally. 1.55 4.38 I download media illegally using a UGA Internet connection. 2.53 3.46 I download media even though I know it is illegal. 2.44 3.90 I plan to continue using programs like Limewire or Kazaa to download music for free. Post-Campaign Survey Pre-Campaign Survey Survey Measure
  • 14. Recommendations - General - Face to Face Impressions - Social and Online Media - Campaign Web site - Events