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Century Council Presentation

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This is a PowerPoint presentation which I helped put together for my Senior Capstone in Advertising class. The client was the Century Council, which is a non-profit organization against drunk driving and underage drinking. Our campaign was promoting responsible drinking in 18-24 year olds. Our class acted as one cohesive advertising agency, and I played the role of Account Executive.

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Century Council Presentation

  1. 1. Presentation for Responsible Drinking Campaign
  2. 2. <ul><ul><li>Full-Service Agency </li></ul></ul><ul><ul><li>Ground breaking and innovative ideas </li></ul></ul><ul><ul><li>Core purpose: memorable campaigns that meet client's needs </li></ul></ul>
  3. 3. <ul><li>National, independent, not-for-profit organization </li></ul><ul><li>Promotes responsible drinking </li></ul><ul><li>Concentrates on education </li></ul><ul><li>Contributions: strong impact against drunk driving and underage drinking </li></ul>
  4. 5. <ul><ul><li>Survey </li></ul></ul><ul><ul><li>Alcohol education </li></ul></ul><ul><ul><li>Average night out </li></ul></ul><ul><ul><li>Drinking habits </li></ul></ul><ul><ul><li>Awareness & advice </li></ul></ul><ul><ul><li>Negative & positive effects </li></ul></ul><ul><ul><li>The “future” </li></ul></ul><ul><ul><li>Focus Group </li></ul></ul><ul><ul><li>Effective consequences </li></ul></ul><ul><ul><li>Effective messages </li></ul></ul>
  5. 8. <ul><ul><li>Hard to reach </li></ul></ul><ul><ul><li>Selective </li></ul></ul>Age 18-24 83% of college students drink alcohol <ul><ul><li>Highest prevalence of alcohol dependence </li></ul></ul>Generation Y Millennials
  6. 10. <ul><li>Primary Message </li></ul><ul><ul><li>Excessive alcohol makes people act outside of their control </li></ul></ul><ul><ul><li>Can enjoy drinking responsibly </li></ul></ul><ul><li>Secondary Message </li></ul><ul><ul><li>Binge drinking not “cool” or “fun” </li></ul></ul><ul><ul><li>Individual must be responsible </li></ul></ul>
  7. 11. <ul><ul><li>Bold, edgy, and </li></ul></ul><ul><ul><li>exciting </li></ul></ul><ul><ul><li>Conversational to </li></ul></ul><ul><ul><li>resonate with target </li></ul></ul><ul><ul><li>A serious underlying tone, but not “preachy” </li></ul></ul><ul><ul><li>Inspiring </li></ul></ul>
  8. 13. <ul><li>Inspiration </li></ul><ul><li>The Two “You’s” </li></ul><ul><li>The Double U </li></ul><ul><li>Questions and Reflection </li></ul>
  9. 15. <ul><li>Literal and figurative </li></ul><ul><li>Represents two identities </li></ul><ul><ul><li>The moderate drinker </li></ul></ul><ul><ul><li>The binge drinker </li></ul></ul><ul><li>Used in conjunction with taglines </li></ul>
  10. 17. <ul><li>Three main objectives for campaign </li></ul><ul><ul><li>Generate better awareness and clarity </li></ul></ul><ul><ul><li>Develop identity and personal responsibility </li></ul></ul><ul><ul><li>Improve health and promote wellness </li></ul></ul><ul><li>Millennial market requires brand equity and relationship building </li></ul><ul><ul><li>U U logo as branding tool </li></ul></ul><ul><li>Integrated overall color theme in ads </li></ul>
  11. 19. <ul><li>Tone fits the message </li></ul><ul><li>Layout: font choice and color scheme </li></ul><ul><li>Background brushes </li></ul><ul><li>Statistics/quotes from research </li></ul>
  12. 21. <ul><li>Reach millennials </li></ul><ul><li>Avoid preaching; relate to audience </li></ul><ul><li>Billboard: Before and after effect </li></ul><ul><li>Facebook”You won’t remember” ads: embarrassment </li></ul><ul><li>“ Footsteps” ad: memorable non-traditional </li></ul>
  13. 26. <ul><li>Footprint stickers in bars (print ad recall) </li></ul><ul><li>Coasters </li></ul><ul><li>Internet banners </li></ul><ul><li>Plastic cups, koozies, ping-pong balls, hand stamps </li></ul><ul><li>Greek life initiative </li></ul><ul><li>Logo, web address, and clever taglines </li></ul>
  14. 31. <ul><li>Immature, irresponsible, waste of time </li></ul><ul><li>Poor decision-making, lifelong habits </li></ul><ul><li>“ Not What You Expected” </li></ul><ul><li>“ Which Side” </li></ul><ul><li>“ Letting It Ruin You” </li></ul>
  15. 33. <ul><li>www.uu.org </li></ul><ul><ul><li>Ads contain a call to action to visit the site </li></ul></ul><ul><ul><li>Stimulates curiosity and drive traffic to the site </li></ul></ul><ul><ul><li>Creates subtle brand awareness </li></ul></ul><ul><ul><li>Offers statistics, helpful links, requests for partnerships </li></ul></ul><ul><ul><li>Showcases creative ads, viral videos: encourages WOM </li></ul></ul>
  16. 35. <ul><li>Create awareness of the dangers of binge drinking (young adults 18-24) </li></ul><ul><li>Integrated Marketing Strategy: </li></ul><ul><ul><li>Television </li></ul></ul><ul><ul><li>Print </li></ul></ul><ul><ul><li>Internet </li></ul></ul><ul><ul><li>Out of home media </li></ul></ul><ul><li>Pulsing, year-long media initiative </li></ul>
  17. 36. <ul><li>Combines traditional and non-traditional media </li></ul><ul><li>Traditional drives main message </li></ul><ul><li>Non-traditional = branding tool </li></ul><ul><li>Generates interest while informing </li></ul>
  18. 37. <ul><li>Two-phase campaign </li></ul><ul><ul><li>Generate interest and awareness of Century Council on college campuses </li></ul></ul><ul><ul><li>Launch simultaneous introduction of fraternity and sorority initiatives </li></ul></ul><ul><li>Campaign-specific teasers </li></ul>
  19. 38. <ul><li>Strategy: </li></ul><ul><ul><li>Thoughtful </li></ul></ul><ul><ul><li>Program-specific ad placement </li></ul></ul><ul><ul><li>Broadcast and cable networks </li></ul></ul><ul><ul><li>Target ads in relevant time slots/operating quarters. </li></ul></ul>
  20. 39. <ul><li>Overall media plan: integrate various sites: </li></ul><ul><ul><li>User participation </li></ul></ul><ul><ul><li>Message reinforcement </li></ul></ul><ul><li>Presence on trendy sites as call-to-action to website </li></ul><ul><ul><li>(www.uu.org) </li></ul></ul>
  21. 40. <ul><li>Utilize outlets specifically targeted to men and women </li></ul><ul><ul><li>Appeal to varied interests of our target market. </li></ul></ul>
  22. 41. <ul><li>Health clubs (static stickers) </li></ul><ul><li>Out of home (billboards and bus wraps) </li></ul><ul><li>Bars (coasters, handstamps and mirrors) </li></ul>
  23. 43. <ul><li>Sponsorships/Partnerships </li></ul><ul><li>Greek Initiative </li></ul><ul><li>Alcohol Education Awareness Programs </li></ul><ul><li>Print </li></ul><ul><li>Television </li></ul>
  24. 44. <ul><li>Alcohol Education Awareness Programs </li></ul><ul><li>ESPN College Gameday </li></ul>
  25. 45. <ul><li>Fraternities and Sororities </li></ul><ul><ul><li>Tau Kappa Epsilon and Chi Omega </li></ul></ul><ul><li>Contest: 1st and 3rd Saturday of February at 3:33 am. </li></ul><ul><ul><li>Survey questions that will measure individual intoxication level </li></ul></ul><ul><li>Winner(s) receive party or philanthropic contribution </li></ul>
  26. 49. Presentation for Responsible Drinking Campaign

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