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Northwood aaf 2009 plansbook


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Northwood aaf 2009 plansbook

  1. 1. Table of Contents Northwood Advertising At Northwood Advertising,Executive Summary .......................................................................................... 2 we all have one common goal, and that is to accom-Situation Analysis .............................................................................................. 3 plish any objective thrownResearch Objectives ......................................................................................... 5 our way. We recognize a unique element within ourSecondary Research ......................................................................................... 6 agency that promotes cre- ative and precise solutionsPrimary Research ............................................................................................... 8 to the ever changing worldTarget Market ......................................................................................................10 of advertising. It is what drives us to complete a taskProblems/Opportunities (Binge Drinking) ...............................................14 no matter what the cost. We have faith in who weCreative Strategy ...............................................................................................15 are and what we do. MoreCreative Executions ..........................................................................................16 importantly we have faith in one another.Creative Evaulation ...........................................................................................26 Each of us enter asMedia Strategy ...................................................................................................28 individuals but emerge asBudget ...................................................................................................................29 part of a unified and dedi- cated team. This is whatCampaign Flight Plan.......................................................................................32 led us to become one team: Northwood Advertising. 1
  2. 2. Executive SummaryWhat is aTipping Point? Northwood Advertising has developed an IMC plan that will reinvent the social perception of binge drinking among 18-24 yearTipping Point olds. Our campaign will create and shift the tipping point of binge(tip-ping point) noun drinking from its current perception of being accepted and “cool” to being a negative aspect of a person’s social image. Our cam-1) The level at whichthe momentum for paign will be implemented through digital, both traditional andchange becomes nontraditional media, as well as through promotional initiatives.unstoppable. Instead of interrupting what interests them, our message will be- come what interests them.2) The culminationof a build-up of small Objectiveschanges that affectsa big change. • To increase awareness of the dangers of binge drinking among our target market • To have a clear understanding of when and where the problem occurs and execute the message accordingly • To drive and retain users to the website • To create a tipping point with the social perception of binge drinking 2
  3. 3. Situation AnalysisFor over 10 years, The Century Alcohol 101 Plus™ is a pro-Council has worked with the gram that has already beencommunity to create innova- implemented by The Centurytive strategies to combat drunk Council. It encourages collegedriving and underage drinking students to make responsibleacross the nation. They are now decisions pertaining to alcohol.aiming to combat binge drink- Due to the similar objectives ofing on campus communites both our campaign andand promote responsible deci- Alcohol 101 Plus™ we decidedsion making regarding alcohol. to put extra emphasis onThey work with all members of understanding the Alcoholthe community, including: law 101 Plus™. The following is ourenforcement, public officials, assessment of the strengths,educators, parents, and weaknesses, opportunities, andstudents. threats of Alcohol 101 Plus™. 3
  4. 4. Situation Analysis Strengths Opportunities S NA LYSI • Provides information and tips to • Have direct links to Alcohol 101 Plus OT A prepare college students for from social media website.SW drinking situations. • Broken into four segments; first-year • Provide a sleeker web design, incorporating videos that spark students, greek life, athletes, and curiosity. judicial policy offenders. • Providing the user a choice to make a smart decision, instead of telling Weaknesses the user what not to do. • At first glance, the user is • Interactive virtual campus can be a bombarded with messages about larger aspect of the website, with drunk driving and underage alternative aerial view of the drinking. campus. • Appears to feature two different • Updated and user created videos for websites user interaction. • One provides information about the initiative, while the other is Threats the actual “virtual campus” • Alcohol and liquor commercials • Interactive virtual campus is not a continue to appeal to younger big enough aspect of the website. audiences. • Video college skits appear too • Younger audiences are more staged, and too formal, talking down attracted to the “thrill” of drinking as to the user. opposed to the dangers of drinking. 4
  5. 5. Research Objectives• To obtain a clear definition of what binge drinking is.• To better understand: • Where/When/Why binge drinking occurs. • Who is the binge drinker?• To understand the driving force of binge drinking.• To understand the lifestyle and mindset of the target market and the most effective and efficient ways to reach them. 5
  6. 6. Secondary ResearchEnvironmental Factors WHO: WHEN:• Students are 11% more • Greek Organizations: • Fall likely to binge drink when • 86% of fraternity residents binge • Welcome Week there is a high • 80% of sorority members who live • Tailgating concentration of liquor in chapter houses binge drink • Halloween retailers in the area. • Day before Thanksgiving• Media heavily influences • Athletes: the social perception of • Students involved in athletics • Winter drinking within our target are one and a half times more • Holidays market. likely to binge drink than other • Greek events including:• Laws and regulations on students • Pledging alcohol affect the • Rush parties community as a whole and • Students attending sporting events: • Superbowl Sunday can help change social • Students are more likely to drink norms. at sporting events • Spring• Americans are bombarded • St. Patrick’s Day with alcohol advertising. • Students: • March Madness• Our target market is • Peak times for binge drinking • Spring Break: Florida is the top conditioned to believe that during the school year are: destination due to price and binge drinking is a part 1) Spring Break location of the college culture and a 2) Weeks of Christmas & New • End of school year / final exams social norm. Year’s• Drinking is a way of 3) Welcome Weeks (1st three celebrating multiple weeks of the school year) • Summer holidays and special • Fourth of July occasions. • Graduation parties 6
  7. 7. Secondary ResearchWHERE: WHY:These are the 10 most heavily According to The Century Council, the toppopulated regions of college students in reasons for binge drinking are:the United States. These regions include • Gives people something to do6 of the top 10 party schools in the na- • Gives people something to talktion according to the 2009 Princeton aboutReview. • Allows people to have more fun • Facilitates a connection with peers1) Los Angeles, CA • Facilitates male bonding2) Miami, FL • Facilitates sexual opportunities3) Boston, MA • Facilitates female bonding4) Chicago, IL5) New York, NY Key Research Insights6) Philadelphia, PA7) Austin, TX • On college campuses 70% of the student body binge drinks.8) Columbus, OH • 20% of college students are frequent binge drinkers.9) San Antonio, TX • Binge drinkers consume two-thirds of all alcohol sold in the U.S.10) Detroit, MI • Throughout the school year there are specific occasions when students are more likely to participate in binge drinking.Drinking Environments • Focus should be emphasized on Greek organizations, athletes,• Tailgates/Sporting Events athletic fans, and first year students.• Local Bars• House/Greek Parties • Specific events throughout the year draw larger drinking crowds.• Spring Break • There are specific regions where our campaign efforts will have maximum impact. • College drinking prevention efforts have done little to slow the overall trend nationwide, but efforts which have been successful are those that aim at changing the entire college drinking culture by simultaneously targeting the student population as a whole; the college and its surrounding environment; and the individual at-risk or alcohol-dependent drinker. 7
  8. 8. Primary Research During Alcohol Awareness Week, our research team created a root beer pong tournament available to everyone on campus. The theme and the opportunity to win prizes drew a large crowd. We viewed this event as a great way to generate awareness about binge drinking, as well as a perfect opportunity to gather research about our target market. All participants completed surveys which focused on their drinking habits. Males: Females: • Drink 1-3 days a week • Drink 1-3 days a week • Majority drink: beer, mixed • Majority drink: mixed drinks, wine, drinks, and shots shots, and beer • Very indifferent about drinking • Majority say they don’t drink to get games drunk • Think that pre-drinking is • Drink the same amount as friends essential before going out • Use drinking games to accelerate • Think that socializing is easier the drinking process when drunk • Think socializing is easier when • Days to drink: Thursday, Friday, and drunk Saturday • Days to drink: Thursday, Friday, and • While drunk: drunk dialing and Saturday getting sick • While drunk: drunk dialing, getting sick, and crying8
  9. 9. Primary Research Key InsightsFocus Groups When do you drink? Our definition of bingeWe conducted five focus groups • Most binge drinking occurs in the drinking: “Someone whocomposed of various college students months of August, December, and drinks to get drunk.”within our target market. After fully May.analyzing the results we were able to • Binge drinking is most prevalent on There are minorobtain a definition of what a binge Thursday, Friday, and Saturday nights. differences in drinkingdrinker is to our target market. The habits between malesfollowing are some of our key findings: Why do you drink? and females. However, • The primary reason to drink is for these differences are notWho or what is a binge drinker to you? social acceptance and a positive significant enough to• After aggregating our results, we were image among peers. The target alter our strategy to aim able to generate a concise definition market wants to be perceived as fun at both genders as of who our target market views as a and fit in amongst their peers. separate market binge drinker; “Someone who drinks • Other motivations are: to have segments. to get drunk.” fun, relax, get away from stress, hang out with friends, or because We found that ourWhere do you drink? of boredom. primary research insights• Most binge drinking occurs at reinforced our secondary sporting events, Greek life activities, research findings. bars, house parties, and on college campuses. 9
  10. 10. Target Market The target market is comprised of unique and diverse individuals 18 - 24 who pride themselves on self-image, Socially relationships, independence, and bright futures. Their lives are busy and clut- Linked Image tered, leaving them in a constant state of partial attention. The target market has grown up in a fast-paced, ever changing world where Conscious Key holder to staying connected to family, friends, school, you name it, could not be more significant. Social networking, relation- ships, and the presence of peer pressure have a deep impact on their lives. the future The target market has become accus- tomed to having their needs met quick- ly with little patience for delay. Our tar- get market research has led us to name our target market the SLICKs. A SLICK is a socially linked, image conscious, key holder to the future.10
  11. 11. Target MarketParty Animals opportunity to get drunk and at timesOur extensive research allowed us to can be found drinking alone. Monkeysobtain a clearer definition of how a are often unaware of the fact that theySLICK perceives a binge drinker. Due to have a problem; therefore they do notthe diversity of our target market we know they need help. You can find ahave decided that the best way to un- Monkey at just about every party, sport-derstand them was to differentiate them ing event, and social function on collegeinto three different market segments of campuses.Party Animals. The three types of partyanimals are... Sheep The Sheep are the portion of the targetMonkeys market who are social drinkers. SheepThe Monkeys are the portion most often drink to get a buzz or “loosenof the target market who are the up” around peers. Sheep claim to beheavy binge drinkers. The Monkeys more sociable and friendly when theydo not need a reason to drink and they have alcohol in their system, and theyconsume alcohol beyond their limits. are the type of drinkers who tend toThey drink to get drunk. Their drinking follow what their peers are doing butbegins to negatively affect other as- can also influence what others do. Thepects of their lives. Monkeys encourage Sheep make up the largest portion ofdrinking wherever they go and do not the Party Animals. Their drinking habitsknow many other ways of having fun. are mostly under control and they knowThey have the tendency to pull Sheep how to drink responsibly; however, thatand Turtles into the binge-drinking is not to say that they aren’t at risk ofproblem. Monkeys rarely turn down the binge drinking. Sheep are very image 11
  12. 12. Target Market conscious and can be easily herded by Primary Target Market: Sheep Monkeys to turn a social night of drink- Our research has concluded that the ing into binge drinking, depending on primary target market of our campaign the occasion. Sheep believe that since will be the Sheep. Due to the potentially they do not drink alone or in excess, influential persona, a message would they do not have an alcohol problem. need to be created to reach them. You can also find the Sheep at every Our goal for reaching the primary target party, sporting event, and social func- market is to create the tipping point tion around a college campus. when the Sheep shift from the influ- enced to the influencers. Turtles The turtles are the portion of the target This goal is obtainable because they are market who rarely drink, and when they already willing to participate in both do it is in safe moderation. Their life- extremes of drinking. Making the non- styles, values, past experiences, etc. have dangerous side of drinking more attrac- taught them other means of having fun tive will pull the Sheep from the influ- and spending their time without drink- enced to the influencers. ing. Turtles tend to shy away and hide The Sheep are involved on and off cam- in their shells when dangerous binge pus both academically and socially. drinking is occurring. Turtles are at a low Once we reach them, the others will risk of being persuaded by Monkeys and follow. The Sheep’s importance is their Sheep, but are still at risk in certain situ- ability to spread our message both ef- ations and on special occasions. Turtles ficiently and effectively. are all over college campuses, but are less likely to be in binge drinking settings.12
  13. 13. Target MarketSecondary Target Market:Monkeys & TurtlesThe Monkeys dangerous drinkingbehavior is a habit. Our research hasshown us that aiming our campaignat the Monkeys as our primary targetwould be ineffective. The habits of aMonkey cannot be changed with mes-sages directed at them, but only with achange in the way they are perceivedby their peers. In order to reinvent thisperception, we must first shift the tip-ping point from the influenced to theinfluencers.Keeping the Turtles on board with ourmessage will only help shift the tippingpoint towards a new social perceptionof binge drinking. Our message is con-sistent with their current drinking habitsand lifestyles. 13
  14. 14. Problems/Opportunities Problem: Over consumption of alcohol Opportunity: To create a tipping point has become a “social norm” on college with the social perception of binge campuses. drinking. Problem: First year students find Opportunity: Our research indicates themselves influenced by a culture and the most frequent drinking periods environment that promotes alcohol throughout the year for a first year stu- consumption. dent. This research allows us to target SLICKs at the most crucial times of the school year. Problem: Studet organizations are a Opportunity: By working with the dean leading contributor to dangerous binge of academics, we can provide incentives drinking on college campuses. for studets to promote our case and join our cause. Problem: Athletic events provide col- Opportunity: Because of the large scale lege students with a socially acceptable of collegiate sporting events we can eas- reason to drink with peers. ily place promotional staff throughout these events. Problem: Specific events throughout Opportunity: By promoting a lifestyle the school year have become a desig- that glorifies responsibility, we can nated dangerous drinking day. decrease the dangers of these drinking events.14
  15. 15. Creative Strategy Examples:From our research consisting of surveys, focus groups, interviews, and observational Are you the ONE whoresearch, we discovered the most effective way to make an impact on a SLICKs life held your friends hair?and mindset. Instead of talking down to the target market and telling them what todo, we learned that the best way is to relate and to give the target market the choice Are you the ONE whoto form their own opinions. They told us to let them form their own decisions rather made it to class after athan to tell them how to feel. late night? Are you the ONE that got sick? Are you the one that is on the news? Are you the one that col- lected the keys?MessageOur target market research led us to the message Are You the One? The message em- Are you the one whosepowers SLICKs to form new feelings and different mindsets when choosing between a car is wrapped around apositive and negative drinking scenario. If they believe that their decisions determine tree?their social image, they will become more responsive to our message. Whichever situ-ation SLICKs finds themselves in, our tagline “Are You the One?” will subconsciously Are you the one drunkaffect their decision making. dialing? 15
  16. 16. Promotions Are You The One Street Teams Promotion Specifics: The Are You The One street teams will • Five street teams/undercover kick off the campaign. During the day, partiers consisting of 7-10 members street teams will interact directly with • Each street team will cover a geo- SLICKS on college campuses in order to graphic area (southern California, create awareness of the campaign as the Northwest, the Midwest, the well as drive SLICKS to the website. In South/Southeast, and the Northeast) order to create this awareness and drive • It will run for 10 consecutive these individuals to the website, these weekends throughout the football street teams will be distributing Are You tailgate season, including Halloween The One magnetic slap bracelets printed • T-shirts will be given to those who with local taxi numbers. Additionally, fill out a Business Response Card T-shirts with the Are You The One logo • The BRC’s will be used to obtain and website will also be distributed and contact information for monthly will be color specific to the university in newsletters which the street teams are located. • Pictures taken of those individuals partying responsibility will be During the evening the street teams will posted to the website to promote become undercover partiers by visiting this behavior and highlight individu- their various college parties in search al universities of SLICKS who are partying responsibly. Those that are partying responsibly will be rewarded with gifts and premiums valued from $50 to $100.16
  17. 17. PromotionsCampus Organizations Initiative – School CompetitionA school competition has been introduced to create and spreadawareness of the “Are you the One?” campaign.• Plastic beer/liquor bottles will be mailed to the deans of student bodies of the top 100 schools (according to population)• The bottles will have a label containing a brief synopsis introducing the binge drinking campaign.• The deans will implement the significant steps to provide binge-drinking awareness on their campus.• Groups will provide user-generated videos and will compete for a grand prize. Each month a different video will be displayed recognizing the efforts of students around the country.• Grand prize for winning the contest will be a concert by N.E.R.D. 17
  18. 18. Creative Execution 2. Scene transitions to an bar where theTelevision narrator is now behind the bar. The two scenarios are presented when a drunkenThe inspiration for woman spills her drink on herself and thenour commercial is her responsible friend tells her she is cut off.that there are alwayspositive and negativedecisions to be madewhen drinking. Ourcommercial will por-tray both and leavethe obvious decisionof which “one” to beup to the viewer. 1. Narrator begins monologue while lean- ing against a pool table in a red jacket and explaining the concept of the two drinking scenarios.18
  19. 19. 4. Another scene transition to a college house party with the narrator now dressed like a student. Two scenarios are presented with a student who is too drunk to recognize he’s mistaken a long-haired guy for his girlfriend. Across the room is sober student pulling in all the ladies to give them a safe ride home.3. Another scene transitions to a rowdy 5. Final scene transitions back to thetailgate with narrator now dressed in a narrator leaning against the pool table hisjersey. Portrayed is a fan that is too drunk red jacket. The narrator closes the TV spot byand spilling beer all over everyone in sight. reiterating the concept that no matter where drink-Next to him is a responsible tailgater who looks like he is ing is occurring it’s inevitable that you will encoun-ready to throw on a helmet and run onto the field. ter both scenarios. You have to choose your actions wisely and ask yourself “Are You the One?” 19
  20. 20. Print Execution For our print execution we decided to use a simple, yet catchy theme that was consistent with each of our marketing ve- hicles. Our advertisements direct SLICKs to make responsible decisions by presenting them with a positive and negative scenario in each advertisement.20 These ads show that being responsible brings positive attention and overdrinking brings negative attention. By taking on both sides, it presents the viewer with an obvious choice without forcing a decision.
  21. 21. Interactive Digital Billboard We chose to incorporate an “Are You the One?” Twitter profile to an automatic feed that will be instantly dis- played on digital billboards. This will show real time updates of consumer generated comments. Bathroom Ad (Campus and bars) We have created peel-off “Are You the One?” decals to be placed onto toilet seats and urinals across collegeBillboards campuses and popular bars.Our billboard executions will be straightto the point presenting a positive ornegative scenario consistent with ourmessage throughout the entirecampaign.Bus SignageBus signage will introduce the “Are You theOne?” message used to kick off the cam-paign. Bus signage will create buzz andname recognition among SLICKs withinurban populations. 21
  22. 22. Creative ExecutionTWEET Rich Mediatweet (tweet) noun Our rich media ads will compliment our online community. Similar to our TV spot,1) a post or status update they will feature short videos strategically placed on key websites. Due to our largeon twitter, a microblog- digital budget and the low price of online advertising, we will be able to reach aging service. larger percentage of our target market for less money. Our Homepage Roadblock on YouTube will feature various individuals walking andtweet (tweet) verb interacting with the content on the home page. One or several individuals will be2) to post a status update too intoxicated and fall over knocking content from the page down and causing aon twitter; brief and short scene. Other individuals in this “party” scene will help the person who fell down or isin length passed out, showing that they are the responsible “one”. this will lead to our YouTube branded channel of all our Are You the One videos. This roadblock will be February 9, 2010, as many SLICKS browse YouTube following the Superbowl in search of com-re-tweet (re-tweet) verb mercials and highlights1) to post a comment, sta-tus update, or response to Twitteranother’s tweet Our twitter account will be focused on having users finish the sentence “Are You the One who…” Quality responses will be “re-tweeted” and shared among followers pro- viding more exposure to the “tweeter” and creating buzz. This will ultimately drive more traffic to our website. Facebook A Facebook Connect page will provide us with a presence on one of the most popu- lar websites among SLICKs. Facebook Connect will enable us to integrate any up- dates, notifications, comments, and news from to our Facebook22
  23. 23. Creative ExecutionConnect page. This will increase awareness and our reach to SLICKs. The power of FacebookConnect will be the ability to spread awareness through our visitors’ friends and their connec-tions to others. Facebook Connect has the powerful ability to spread news and trends quicklyand efficiently.MySpaceRich media advertisements will be featured on the MySpace music homepage. The ads willentertain viewers and drive them to our website and increasing campaign awareness.Mobile ApplicationWe have chosen to develop a mobile application that will be compatible with the iPhoneand other smart phones. The application will continue to use the Century Council’s B4UDrinkEducator concept, but with some additional improvements. Our mobile application will al-low users to interact with the website as well as have fun playing withthe B4UDrink Educator. The B4U Drink application will effectively engage SLICKs and educatethem on alcohol over consumption, all the while increasing campaign awareness.YouTubeAll our online video commercial will be available through YouTube. Our research showedthat YouTube is one of the most visited video websites by SLICKs so this can only lead toadditional campaign awareness and reach.Google/Yahoo Search OptimizationIf users attempt to Google search any kind of drinking term such as beer bongs, beer pong,drinking games, etc. the “Are You the One?” website will be at the top of the results. 23
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  25. 25. Creative Execution The website is the foundation of our campaign. All of our advertising will be focused on drawing SLICKs to the website. will be an interactive “college style” living room where visitors can learn all about our campaign and binge drinking. Users will sign in, either as a guest, or by creating a username. Once signed in, users will be able to navigate around the interactive room and have the option to join chat rooms, watch videos, follow our pro- motions, and learn facts about dangerous binge drinking. Features of the will include: • Public and private chat features • A ticker displaying user generated “Are You the One…?” tweets streamed directly from our Twitter followers • Updates of current and upcoming Are You the One? events • Viral commercials and videos which can be shared among visitors. • Facts and statistics to educate visitors about binge drinking • Subscription links enabling visitors to engage in mobile and/or email updates • Pages specifically describing both of our promotion initiatives. 25
  26. 26. Creative Evaluation Why Our Message Works • SLICKs pride themselves on their • Our message will work because it self image. Being accepted by peers is directed towards each of the three and recognized as “cool” or part of types of Party Animals and not just the crowd is of the utmost impor the Monkeys. Our research has tance. Our tagline “Are You the One?” shown that although many prior directly relates to this emotion of anti-binge drinking campaigns have belonging and maintaining a been unsuccessful, the campaigns positive self image. that have had a positive impact were the ones aimed towards the • The awareness among SLICKs that entire population as a whole instead binge drinking negatively affects of those who are the source of the their self image will be in the back problem. of every SLICKs’ mind when they are in drinking situations. This will not prevent them from drinking, but it will heighten their awareness of which “one” they will choose to be.26
  27. 27. Creative EvaluationIn order to gain some measurement as to how successful our campaign will be we conducteda series of blind focus groups and distributed over 300 surveys. We knew that the only way togauge our success would be to throw our message and creative executions right at our targetmarket to see how they feel. Focus Groups Insights • There was an overwhelming approval of our tagline “Are You the One?” A majority of the students liked the tagline because it didn’t focus on the negative aspects of binge drinking and it wasn’t a command telling them not to drink. • We presented our logo with several color schemes and variations to the focus groups. A ma- jority of the students liked the one we ultimately chose for the campaign. • Various types of non-traditional media ideas were presented to the focus groups. The types we chose were the ones most students believed would have the greatest impact and increase the most awareness. • Several website concepts were also presented to the focus groups. Our idea of an interactive living room which would include chat, video, and educational information on binge drinking was the overriding favorite. Evaluation Survey and Insights • When asked to rank five taglines from best to worst, 71% ranked “Are You the One?” as #1. • When asked to rank five logos from best to worst, 83% ranked the circle logo as #1. • When asked to assess the color schemes of the logos from best to worst, the orange, black, and white was #1. • When asked whether seeing our tagline through various types of media would create enough curiosity and buzz to drive them to our website for more information, 88% said it would 27
  28. 28. Media Strategy The “Are You the One?” campaign is designed to effectively reach SLICKs through diverse, relevant, and cost effective media vehicles. The media plan is rooted in digital and non- traditional vehicles, but uses traditional media to launch and reinforce the messages to the majority of SLICKs. “Are You the One?” will break through the clutter of the thousands of message SLICKs are exposed to on a daily basis. Instead of interrupting what interests them, we will become what interests them. Minnesota St. Paul/ Minneapolis, St. Cloud Geographic Focus Missouri St. Louis, Springfield, Our media strategy will geographically focus Columbia on the largest markets of SLICKs. Here are our New York New York, Brooklyn, main regions of focus… Rochester, Buffalo North Carolina Charlotte, Greenville, California Sacramento, Los Angeles, Raleigh, Chapel Hill, San Diego Greensboro Florida Tallahassee, Jacksonville, Ohio Cleveland, Columbus, Gainesville, Orlando, Tampa, Oxford, Toledo, Cincinnati, Miami Dayton, Georgia Atlanta, Athens Pennsylvania Philadelphia, Pittsburgh, Illinois Chicago, Bloomington University Park Indiana Indianapolis, Bloomington, Texas Austin, El Paso, San Antonio, Fort Wayne Huston, Arlington, Dallas, Massachusetts Amherst, Boston Area Virginia Fairfax, Harrisonburg, Michigan Warren, Detroit, Lansing, Richmond, Petersburg, Kalamazoo, Grand Rapids, Charlottesville, Annandale Mt. Pleasant28
  29. 29. Media Budget Televison Selections: MTV Rationale: SLICKS are 203% more likely to watch MTV than any other network, with 47.9% of 18-24 college students watching MTV on a daily basis Magazine Selections: Rolling Stone, Maxim, Cosmopolitan, Glamour Rationale: SLICKS are less likely to multi-task while reading magazines. The selected publications have high circulation rates for 18-24 college students Street Team Promotion Locations: Top 10 party and populated universities in each of the 5 geographic regions. Rationale: By targeting the most populated campuses during welcome weeks and tailgating seasons, we’ll be able to put a face to the AreYouTheONE campaign and begin the WOM that is essential for our tipping point. Campus Competition Locations: Initially targeting top 150 universities, this promotion will be available to all accredited universites. Rationale: It’s a win-win situation. Schools will use the incentive to have students combatting binge drinkin on their campus, and students will compete against other schools for the concert, and money for their organiza- tion. 29
  30. 30. Media BudgetOut of HomeSelections: Transit Shelters, Traditional/ Digital Billboards, Bath- room ads, Bus SignageRationale: In order to effectively begin the momentium needed for a tipping point, a strong public awareness of the message is needed. Out of Home executions will create curiousity and awareness throughout the year. 51% of 18-24 take action after seeing digital signage. 30
  31. 31. Media Budget These ad units and impressions will be purchased through vari- ous ad networks in order to gain the most possible reach at a cost effective rate. These networks include: • Specific Media • Google Ad Network • Yahoo! Network • Video Egg Utilizing these networks will allow us to behaviorally target, demographically target, contex- tually target and geographically target the SLICKs and optimize our display campaign on the fly, with immediate results. Total Digital Spend:Additional funds will be for optimizing search campaigns $2,995,000 Search Engine Spend Avg. CPC Homepage Rich Media Roadblock on YouTube: Google $175,000 $0.20 $200,000 Yahoo! $175,000 $0.20 Budget Alotted for SEO: $350,000 31
  32. 32. Media Media Summary Spend Weight Media SummaryTelevision 1,190,000 11.9%Print 793,511 7.9% The media strategy succesfully incorporates tradtional and nontraditional with digital toOut of Home 2,820,620 28.2% show SLICKs how “Are You the One” fits into their social lifestyle and will subconsciouslyDigital Display 2,995,000 30.0% affect their drinking decisions. Northwood Advertising’s media schedule begins with aPromotions 944,000 9.4% heavy blitz of messaging through almost all of our channels as SLICKs begin their academ-Production 950,000 9.5% ic year in the fall. Our messaging will continue throughout the year in non-traditional andContingency 306,869 3.1% digital for retention of the message “Are You the One.”Total $10,000,000 100% Aug’09 Sep’09 Oct’09 Nov’09 Dec’09 Jan’10 Feb’10 Mar’10 Apr’10 May’10 Jun’10 Jul’10 Traditional Media Television Print Out-of-Home Transit Shelter Traditional Billboards Digital Billboards Bathroom Ads Bus Signage Digital Search Standard Rich Media Promotions Street Teams32