Created for my Creative Strategy 1 course

1. The Real Project {in}st{an}t Creatives

2. 1
REAL CONTENT
TABLE OF CONTENTS
1 REAL STRUGGLEKEY CHALLENGE
2 REAL TALKSITUATION ANALYSIS
9 REAL ISSUESMARKETING OBJECTIVES
10 REAL LIFESTP STRATEGY
12 REAL DEALCREATIVE BRIEF
13 REAL SOLUTIONSIMC STRATEGIES
16 REAL SOURCESREFERNCES
17 REAL CREATIVESTHE TEAM

3. In February of 1998, the Florida Tobacco
Pilot Program was created after a landmark
lawsuit was won against the big tobacco industry
that resulted in a $11.3 billion settlement. The
initial $200 million received was reserved by
the state to fund a program targeted at reducing
tobacco use amongst youth. In support of these
initiatives, the Florida Center for Prevention
Research (FCPR) was founded at Florida State
University. Since its conception, FCPR has
expanded its operations to decrease other high
risk behaviors prevalent within the community by
partnering with the Department of Children and
Families, Department of Education, the Office of
the Governor, and others.
Today, the Florida Center for Prevention
Research continues to provide resources for
citizens on topics ranging from health care to
youth programs. With their initiative The Real
Project, an alcohol abuse prevention program,
FCPR seeks to correct the misperceptions about
student alcohol use and encourage safe drinking
habits on campus at Florida State University.
We here at {in}st{an}t Creatives, made it
our mission to increase accurate perceptions
of alcohol consumption on campus through an
integrated campaign that will consist of both
traditional and digital media. Our campaign,
“Keep it #FSUReal” will show students at Florida
State that binge drinking is not the social
norm, while simultaneously creating awareness
of The Real Project.
1
REAL STRUGGLE
KEY CHALLENGE

4. A Public Service Announcement (PSA) is defined
by the FCC as “any announcement for which no charge
is made and which promotes programs, activities, or
services of federal, state, or local governments or
the programs, activities or services of non-profit
organizations and other announcements regarded
as serving community interests” (Public Service
Advertising). The Real Project most closely identifies
as part of the PSA industry because of their desire
to change public attitudes towards a social issue,
specifically misconceptions regarding binge drinking
amongst FSU students.
In the USA, the two most common PSA topics are
health and safety and usually come in the form of
commercials or print advertisements. The government
was the first to use PSA’s as advertisements and then
newspapers followed soon after in regards to child
labor. Today, PSA’s have proven to be a very viable
mass communication technique and viewed by the public
as a credible source of information that positively
affects our society. The impacts of both social media
and video have made PSA’s easily accessible and able
to reach more people and our nation at large. These
low-cost solutions allow for greater PSA campaigns
sponsoring different organizations and causes (Public
Service Advertising).
One of the most common strategies used to create
PSA’s for binge drinking is the use of fear tactics,
however this is not the most effective according
to research, especially within our target audience
containing college students. More often than not binge
drinking becomes associated with DUI’s, rape, violence,
injuries, long term health problems, and alcoholism.
“Party Smart,” a previous anti-binge drinking campaign
targeting college students, was designed in response
to a Massachusetts Institute of Technology student
who died from alcohol poisoning due to fraternity
hazing. The dramatic print advertisements featured
individuals getting put into ambulances, vomiting
into toilets, passed out on sidewalks, and even death
scenes due to overdrinking with the tagline “Remind
you of last night?” A qualitative research study
asked students to respond to fear provoking anti-
binge drinking PSA’s, participants expressed that
the messaging was not effective because it was over
the top or something they had already seen before
(Academia).
A much more effective approach that The Real
Project has implemented is social norm marketing,
which is a strategy introduced over 15 years ago by
Wesley Perkins. College students tend to overestimate
how many of their peers engage in binge drinking,
and the difference between the actual and perceived
percentage can be very large. These false beliefs
may increase binge drinking amongst college students
because they want to “keep up” with the perceived
norm. Prevention experts have validated that the use
of social norm marketing is more effective than other
approaches when targeting college students. Western
Washington University, Northern Illinois University,
and Hobart and Williams all saw a “reduction of 20%
or more in high risk drinking rates occurred within
two years of initiating a social norms marketing
campaign, and in one case resulted in reductions of
over 40% after four years” (Berkowitz).
REAL TALK
INDUSTRY ANALYSIS
2

5. The Florida Center for Prevention Research’s
vision is “to establish a reputable and respected
prevention, research and services organization”
(Florida Center for Prevention Research). The
organization’s aim is “to provide innovative
research, education, training, and technological
solutions to address the challenges of substance
abuse prevention and other social issues among
Florida’s population” (Florida Center for
Prevention Research). The FCPR at Florida State
University (FSU) currently includes programs
designed for students to quit smoking and social
norm initiatives such as The Real Project and
FSU Measure Up, which focuses on sexual abuse on
college campuses.
Partnering with NCHA since spring of
2002, FCPR has received data from FSU’s Office
of Institutional Research. With over 3,000
participants, undergraduate students are contacted
and asked to voluntarily take part in the survey.
With the information gathered from previous NCHA
I and II surveys, FCPR has been able to develop
and implement new social norm marketing campaigns
that use a mixture of digital and print media
that reinforces the “true, accurate and healthy
alcohol related norms practiced by the majority
of FSU students” (FSU Real Project). However, the
FCPR is not just limited to Florida State, they
also have collaborative partnerships with multiple
government departments to provide services and
programs to inform individuals of policies and
current issues.
To further their initiative to promote
safe drinking practices, FCPR created a card
that helps individuals estimate their BAC. The
card takes factors such as weight, sex, and
time spent drinking into consideration for a
more comprehensive reading. With a color-coded
system, the card suggests that you remain in
the green space to avoid potentially dangerous
situations. Because various drinks contain a
range of alcohol percentages, the card also
informs users of drink equivalents to help
students “keep it in the green.” Other services
FCPR provides include:
- Emergency response planning
- Grant writing
- Instructional development
- Program Evaluation
- Public Evaluation
- Publications
- Social Norms Research
- Trainings and workshops
- Web Based Application Development
- Website Design and Development
- Graphic Design
- Print Publications
REAL TALK
COMPANY ANALYSIS
3

6. The Real Project seeks to educate and facilitate awareness about
responsible drinking amongst college students, specifically those at FSU.
FCPR wants to increase their reach through their brand, The Real Project,
and to deliver statistics regarding perceived social norms versus true
social norms for college drinking. In past projects, objectives of the
campaign were typically communicated through the use of billboards,
posters, and other print media. Currently, there are no statistics
discussing the success of previous campaigns.
There are little to no attempts to promote their platform through
digital media, which may prove to be a handicap in future campaigns,
as online sources are undoubted staples to information gathering for
college-aged students. The brand refuses to use scare tactics in order to
educate its audience on the dangers of unsafe alcohol consumption (and
has gathered statistics that invalidate the success of such methods), but
would rather present information in a humorous manner. This is due to
the fact that students are desensitised to current campaigns involving
underage and binge drinking – they typically do not care about the risks
associated with these behaviors.
REAL TALK
BRAND ANALYSIS
4

7. Named by Playboy as the third highest party school
in the US, Florida State University as an institution
plays an immense role in the campus lifestyle and
students’ perceptions of drinking. With the love
for Seminole Football and the weekly “waltz,” the
lifestyle at Florida State tends to encourage high-
risk drinking behaviors. These traditions and rites
of passage are seen as essential to the authentic
college experience, which makes it difficult to change
how students view high-risk drinking amongst their
peers.
Although The Real Project does not have any
direct competitors, the program does face indirect
opposition. To put it simply – the COLLEGE LIFESTYLE is
public enemy #1. According to a study conducted by the
National Institute on Alcohol Abuse and Alcoholism,
“colleges that place a heavy emphasis on athletics” and
the commingling of students who can drink with those
who can’t lead to higher rates of alcohol use (Research
about Alcohol and College Drinking Prevention).
Additional competitors of The Real Project are the
various advertisements located around campus. Many of
these fliers subscribe to the garnet and gold color
scheme of Florida State University. In order to stand
out from these posters and fliers {in}st{an}t Creatives
will chose bright, attention catching colors for the
campaign based on psychological associations. Other
indirect competitors such as peer pressure, local
bars and restaurants, alcohol, and drink specials are
also brought into play.
With “FOMO” (Fear Of Missing Out) being a very
common expression amongst students, it is evident
that many feel this need to be included which
could be problematic if their perceptions of high-
risk drinking within the university’s population
are incorrect. Before students even leave their
homes for the night the drinking begins, and once
they are out they have free drinks until midnight
calling their names.
Taking these factors into consideration is
essential to producing an effective campaign – by
using these very specific moments that encourage
drinking to not only relate to the target market
but to potentially advertise the campaign near
these locations as well.
REAL TALK
COMPETITOR ANALYSIS
5

8. Florida State University, the prime target market
for The Real Project, is home to 41,473 students – most
sharing a love for Seminole Football and a passion for
partying. These students typically have a moderate to
large disposable income and are influenced easily by
outside factors. The average Florida State Seminole is
about 22 years old and female, with females making up
55% of the student population while 45% are male (Office
of Institutional Research- Florida State University,
2015). Students at FSU spend quite some time studying
throughout the week, however, they spend just as much
time partying – going out even on weekdays. This party
lifestyle combined with the city’s 2AM dry laws not
only promotes, but also provokes, activities such as
drinking games and pregames (drinking alcohol before
attending an event or social function – especially of
a person who is underage).
Florida State’s campus is always alive and active
with students congregating in the libraries, Starbucks,
dining halls, dorms, and the many large areas of green
throughout campus. Every Wednesday students gather
in the Union to celebrate the university’s clubs and
organizations, with many students finding joy and value
in being involved around campus and giving back to the
community.
The subjects are impressionable, a bit naïve,
and are eager to begin living out the college
lifestyle they’ve seen depicted on television shows
and in movies. Psychographically, we will refer to
these students as GREEN NEWCOMERS. They are aware of
the dangers of intense alcohol consumption, but are
currently pre-occupied with the freedom campus life
now provides them. With time and thorough reason,
they should alter or diminish their behavior.
These students tend to view PSAs as being corny,
unreliable, or inapplicable to their lives and
will need convincing that their established views
are not correct. Overall, the students within this
segment at Florida State University are extremely
diverse – in their values, in their cultures, in
their endeavors, and in their drinking habits.
REAL TALK
CONSUMER ANALYSIS
6

9. The university policy of alcohol complies with national law
that no one under the age of 21 shall sell, consume, or buy alcoholic
beverages – alcohol is not allowed in the residence halls unless
student is 21. Florida State University also has a medical amnesty
policy in the cases of alcohol or drug overdose/poisoning. The
amnesty policy states “FSU students who receive medical attention
as a result of alcohol and/or illegal drug use are eligible for
Medical Amnesty and will not face formal action under the FSU
Student Code of Conduct.” The policy also goes on to state that
students in search of medical aid for a peers engaging in drug or
alcohol-related violations will also be pardoned. (https://dos.
fsu.edu/srr/policies/medical-amnesty-policy)
Within the past few years, Florida State has not only increased
their online presence, but have begun to utilize social media as
a tool for communicating with students and faculty. For example,
once you log into your Blackboard account, which is used for most
courses, there will sometimes be a survey question asking students
their perceptions of drinking, how much they should drink, and other
related questions. Florida State also has social media handles on
both Facebook and Twitter, with 166,973 likes and 66.4K followers.
Through social media, the university has the opportunity to engage
in conversations with students and it breaks down the barrier
between students and the university.
REAL TALK
MACRO-ENVIRONMENTAL ANALYSIS
7

10. REAL TALK
SWOT ANALYSIS
8
STRENGTHS
- No direct competitors
- Offer resources, like the BAC
Card
- Multiple partnerships with
government and nonprofit
organizations
- Support from FSU
WEAKNESSES
- No social media presence
- No statistics on successfulness
of previous campaign
- Limited name recognition
- ALL print media
OPPORTUNITIES
- A lot of potential for research/
access to audience
- Going digital/social
- Giving out breathalyzers to
increase brand awareness
- Game-Day questions at football
games during half-time
THREATS
- College environment may not be
conducive to campaign
- Desirability Bias from survey
participants
- Drink specials at restaurants
and bars
- Students can be cynical and tend
to disregard PSAs

11. REAL ISSUES
MARKETING OBJECTIVES
9
Increase accurate perceptions of alcohol use on campus
by 20% among underclassmen at Florida State University
within a month after the end of the campaign.
Increase awareness of The Real Project by 15% among
underclassmen at Florida State University within the
third quarter of the campaign launch.

12. REAL LIFE
CONSUMER SEGMENTATION
10
G REEK LIFE
Students affiliated with Greek life make up about a quarter of the FSU undergraduate
student population. Greek students have a strong presence on campus, as they tend to be
very involved in all aspects of campus from SGA to other registered student organizations.
These students have a very strong social network. However, students who are members of these
organizations tend to drink more than those who are not involved in Greek organizations
(Research about Alcohol and Drinking Prevention) due to hazing, social events, and functions
as a group bonding experience to be fully accepted into the sisterhood / brotherhood.
G REEN NEWCOMERS
Green Newcomers consist of freshmen and sophomores. These students are taking general
education courses and are not formally admitted into their major. A majority of freshman
students live on campus in either a suite style residence hall or an apartment style
residence hall. These students are generally new to the Florida State community and it is
their first time living away from home without rules or restrictions. These students are not
allowed to drink legally in the US since most are under 21.
ATHLETES
Student athletes balance both academic life and athletic life. Both school and practice
take up a lot of the student’s time. The major time consumption could lead to major stress.
College athletes tend to drink more than their non athlete counterparts (Research about
Alcohol and College Drinking Prevention).

13. REAL LIFE
TARGET & POSITIONING
11
TARGET
Our aim is focused on “Green Newcomers,” college students, ages 18 to 20
who live on campus at FSU. This target market allows {in}st{an}t Creatives
to reach more segments within the general target demographic – combining
freshmen, sophomores, greek life, and athletes all into one group. This group
is appealing because they are attracted to the new freedoms and lifestyle
that college provides, and studies show that they are also “associated with
the highest prevalence of periodic heavy drinking” (Research about Alcohol
and College Drinking Prevention).
To Florida State University students, ages 18 to 20
who want to have an “authentic” college experience,
The Real Project is a social-norms marketing campaign
designed to correct misperceptions and reinforce
the positive, healthy behaviors already prevalent
among students.
POSITION

14. REAL DEAL
CREATIVE BRIEF
12
COMMUNICATION OBJECTIVE
{in}st{an}t Creatives’ creative
marketing plan seeks to encourage
Florida State University
underclassmen students between
the ages of 18 to 20 to be
conscious of their alcohol
consumption and to dispel
incorrect perceptions about how
much and how often other Florida
State University students are
drinking.
BRAND POSITION
The positioning for The Real
Project’s latest campaign will
slightly feed upon the peer
pressure mentality. The target
audience is very concerned with
following the crowd and doing what
they believe everyone else is
doing. This campaign’s position
highlights how FSU students
are truly behaving in terms of
alcohol consumption, and subtly
conveying the idea of, “Why don’t
you do it this way, too?”
PROMISE
The Real Project conveys the
promise that college students
can still enjoy being a part
of Florida State University and
participate in the “typical”
college lifestyle, but are also
able to be conscious and aware of
their own safety and the safety
of others.
TONE
The tone will be bold, to the
point, and brazen. This will
appeal to the students who hold
negative views on PSA’s, and who
feel as though the warnings in such
messages do not apply to them. The
campaign will not feel forced or
compulsory, but rather, the tone
will give off a confident and sure
take-it-or-leave-it attitude. It
will convey that The Real Project
does not seek to eliminate their
fun, but wants them to be smart
about it.
For The Real Project, {in}st{an}
t Creatives wanted to make a
tagline that was also short,
to the point, and memorable.
At the same time this tagline
also needed to convey the goal
of the campaign, to inform
students of their incorrect
notions about the FSU drinking
lifestyle. “Keep It #FSUReal”
is an imperative phrase that
drives home the point of the
campaign while maintaining the
established tone.
TAG LINE
“KEEP IT
#FSUREAL”
MANDATORIES
- MUST produce print advertisments
- MUST have logo
- MUST have a statistic

15. REAL SOLUTIONS
IMC STRATEGIES
13
The integrated marketing communication
strategy will use a combination of posters,
transit advertising, live presentations,
texting, and giveaways to attract their target
audience and achieve their campaign objectives.
To begin, posters and orientation materials
will be distributed throughout campus and to
students during the beginning of the fall and
spring semesters of 2016 and 2017 respectively.
On campus, posters will be placed in high traffic
areas throughout Florida State University’s
campus to facilitate awareness amongst
underclassmen within their daily lives. These
locations include Strozier and Dirac Libraries,
Suwannee and Fresh Food Company dining halls,
residence halls throughout campus, and other
high profile places that freshmen and sophomores
frequently visit. Posters specifically pertaining
to driving while under the influence will be
placed in close proximity to locations where
Florida State University underclassmen frequent
(Ex. The Strip). The presence of posters on
campus will increase during increased drinking
occasions throughout the school year (i.e.Rush
Week, Homecoming, Halloween, Spring Break,
Saint Patrick’s Day, etc.) Advertisements will
be present on inserts inside of buses on FSU’s
bus routes and on PediCabs.

16. REAL SOLUTIONS
IMC STRATEGIES
14
During football season, The Real Project
will partner with FSU to host a halftime
question posed to the audience at home
football games. One student will be asked
to guess the percentage of FSU students who
engage in a specific drinking behavior. Those
in the audience will be asked to text what
they believe the answer to be to a designated
number. This will not only get the audience
to actively engage with the brand, but will
generate statistical data about current
perceptions on alcohol consumption which
can be used in later campaigns. During these
games, the student who is posed the question
can be given $10 in Uber credit and a bright
keychain breathalyzer that displays The Real
Project logo as well as the “Keep It #FSUReal”
tagline.
Since the campaign tagline utilizes a
hashtag, it only makes sense to implement
a social media strategy as well. With the
hashtag, #FSUReal, The Real Project can
showcase students who participate in fun
alcohol-free activities – showing students
that the norm may not be what they expected.
This social media campaign will consist of a
two-week long partnership with Florida State
social media on both twitter and Facebook;
it will also use the hashtag and posts to
encourage student engagement by asking
students how they “Keep it #FSUReal” during
the weekends or high-peak drinking times
like Spring Break. Through this social media
engagement, students will not only be able to
display positive behaviors, but also interact
with the brand, increasing awareness amongst
the target audience.

17. REAL SOLUTIONS
IMC STRATEGIES
15
ALL ADS WERE ALSO CREATED IN A DIFFERENT
COLOR SCHEME – GARNET & GOLD.
For more information visit www.realfsu.com

18. Academia. (n.d.). A qualitative study of college student responses to conflicting messages in advertising: anti-binge drinking public
service announcements versus wine promotion health messages. Retrieved 04 17, 2016, from http://www.academia.edu/19500058/A_qualitative_
study_of_college_student_responses_to_conflicting_messages_in_advertising_anti-binge_drinking_public_service_announcements_versus_
wine_promotion_health_messages
American Psychological Association. (n.d.). Retrieved 04 17, 2016, from http://psycnet.apa.org/journals/ccp/70/1/67/
American Public Health Association. (n.d.). A gender-specific measure of binge drinking among college students. . Retrieved 04 17, 2016,
from http://ajph.aphapublications.org/doi/abs/10.2105/AJPH.85.7.982
Berkowitz, A. (n.d.). An Overview of Social norms. Retrieved 04 17, 2016, from Alan Berkowitz: http://www.alanberkowitz.com/articles/
social%20norms%20approach-short.pdf
Research about Alcohol and College Drinking Prevention. (n.d.). Retrieved April 17, 2016, from http://www.collegedrinkingprevention.
gov/
Florida Center for Prevention Research. (n.d.). FCPR. Retrieved 04 17, 2016, from http://fcpr.fsu.edu)
FSU Real Project. (n.d.). The Real Project. Retrieved 04 17, 2016, from fsureal.com
Florida State University. (n.d.). Medical Amnesty Policy. Retrieved 04 17, 2016, from https://dos.fsu.edu/srr/policies/medical-amnesty-
policy
National Institute of Alcohol Abuse and Alcoholism. (n.d.). College Fact Sheet. Retrieved 04 17, 2016, from http://pubs.niaaa.nih.gov/
publications/CollegeFactSheet/CollegeFactSheet.pdf
National Institute of Alcohol Abuse and Alcoholism. (n.d.). Underage Drinking. Retrieved 04 17, 2016, from http://pubs.niaaa.nih.gov/
publications/UnderageDrinking/UnderageFact.htm
Public Service Advertising. (n.d.). Retrieved 04 17, 2016, from Public Service Advertising: http://www.psaresearch.com/bib9830.html
Social Norms. (n.d.). Retrieved 04 17, 2016, from http://socialnorms.org/social-norms-approach/
Taylor and Francis Online. (n.d.). High-Risk Drinking Among College Fraternity Members: A National Perspective. Retrieved 04 17, 2016,
from http://www.tandfonline.com/doi/abs/10.3200/JACH.55.3.141-155
Time. (n.d.). Playboy Party Schools of 2015. Retrieved 04 17, 2016, from http://time.com/4033407/playboy-party-schools-2015/
Wesleyan University. (n.d.). Retrieved 04 17, 2016, from https://www.wesleyan.edu/studentaffairs/wellbeing/aod/aod_reports/NIAAA_
Panel_Report_1.pdf
Wiley Online Library. (n.d.). High-Risk Drinking across the Transition from High School to College. Retrieved 04 17, 2016, from http://
onlinelibrary.wiley.com/doi/10.1111/j.1530-0277.1995.tb01472.x/abstract;jsessionid=D9E8982D2C51A1F57480B5515B9E8594.f02t01
REAL SOURCES
REFERENCES
16

19. REAL CREATIVES
THE TEAM
17
Nathalie
Nagamine
Treanna
Lawrence
Kendall
Sompolski
Anthony
Kelleher