This document summarizes research conducted and an outreach plan created by a university health services group. The research found that many fraternity and sorority members UV tan to look better in photos or impress others, though they did not always notice the tan. The group's goals are to decrease UV tanning and promote sunless tanning and confidence. Their outreach plan involves branded giveaways on social media and guerilla marketing campaigns. They will measure reach, engagement, and conversions to evaluate the effectiveness of the plan.

1. University
Health Services
GROUP
nebula.
Kara Endahl, Madison Reineke, Luoman Huang, Lily Flores, Audrey Vivar

2. Our Goals
1. Decrease UV tanning among our target group
2. Promote sunless tanning & confidence

3. Street Crossing Segments
The
Reassured
The “It can’t
happen to
me”
The Efficient The Safety
The
Reassured

4. Research
PCL Fraternity Member
Walk Up Interviews
▸ 50% said “it’s about
looking good on Instagram
pictures”
▸ Majority said they didn’t
notice a tan, unless it was
orange.
▸ “Sometimes girls tan to
impress others & not for
themselves”
Sorority Member
Personal Interviews
▸ “I feel better, skinnier, and
my skin is clearer”
▸ “It is harmful in that there’s
a risk of cancer...but it
makes people look more
attractive & feel more
confident.”
▸ Said they like to UV tan for
date events, formals, &
beach vacations.

5. Rachel
Health Queen
Stays fit & eats healthy
Goes to a dermatologist
Aware of risks of UV tanning
Loves...
About
Chi Omega Member
Communications Studies- Senior
UV tans for Date Events & vacations
Believes
Believes it makes her look
thinner & have a better
complexion.

6. Big idea
Keep your confidence.“ ”

7. 1.
Strategy
BRANDED GIVEAWAYS

8. BRANDED GIVEAWAYS

9. 2.
Strategy
SOCIAL MEDIA

10. SOCIAL MEDIA
Keep you confidence

11. 3.
Strategy
GUERILLA MARKETING

12. GUERILLA MARKETING

13. Measurement
REACH:
How many people
did we impact?
▸ Giveaways totals
▸ Guerilla
marketing
ENGAGEMENT:
How many people
interacted with
us?
▸ Shares
▸ Hashtag use
CONVERSION:
How many people
took action?
▸ Before & after
surveys

14. Thanks!
any questions?