This document outlines a campaign called "MyChoice" created by students Sam, Mary, Ryan, and Camille to address the unintentional increase of binge drinking at Marquette University. The campaign will have six objectives: 1) Increase awareness of binge drinking, 2) Increase awareness of alcohol's effects on weight and performance, 3) Partner with two on-campus organizations, 4) Provide alcohol-free events, 5) Reduce binge drinking by 5%, and 6) Suggest institutional changes. Strategies to achieve the objectives include controlled messages, media relations, spokespeople, partnerships, and events. The proposed first year budget is $24,300 with costs including advertisements, t-shirts, and sponsorships

1. MyChoice It’s MyChoice…what’s yours? Group members: Sam, Mary, Ryan and Camille

2. Problems and Issues Unintentional increase of binge drinking Playboy mentality Avoidance of campaign Organizational History Competition Marquette Basketball The media Marquette students Bars and breweries Peer pressure Environmental Scan Cultural scan Political scan Legal scan Overview of Campaign

3. SWOT Analysis Marquette’s Brand Equity and Reputation Student Athlete’s Image Versatility Student Athletes Willing to Support Marquette Athletics' Popularity Late Night Marquette Bradley Center Selling Alcohol Athletes Drinking Not Enough Grant Money “Playboy Mentality” Student Body’s Perception of Student Athletes Easy Access to Alcohol Perceived Social Norms Strengths Weaknesses Opportunities Threats

4. Marquette students who binge drink Marquette athletes Marquette parents Target Audience

5. Research Secondary Research Two focus groups Thursday, October 28, 2010 Freshmen living in McCormick Tuesday, November 2, 2010 Seniors Findings “My friends and I don’t eat before going out.”

6. Objective One-Increase awareness of safe drinking by 30 percent by uncovering the technical definition of binge-drinking Strategies Brand Identity Media Relations Controlled Messages Spokespeople Social Media

7. Strategies Controlled messages Media relations Spokespeople Objective Two –Increase awareness of alcohol’s effect on weight gain and athletic performance by 40 percent.

8. Strategies Form partnerships with variety of programs oncampus Objective Three – Partner with two on-campus organizations and the Bradley Center

9. Strategies Event planning Media relations Objective Four – Provide alternative alcohol-free events for Marquette students striving to attract 250 students per event.

10. Strategies Controlled messages *Overall, the objective to Reduce binge drinking by 5 percent is tied in the aforementioned objectives. Objective Five – Reduce binge-drinking on Marquette University’s campus by 5 percent.

11. Variety of tactics will enhance this objective. Objective Six – Suggest institutional changes that will help promote safe and healthy drinking on Marquette’s campus.

12. Surveys MyChoice campaign AlcoholEdu Records ORL DPS Tracking Facebook Twitter Events Publication Primary Research Focus Group Evaluation

13. Total Cost First Year: $24,300 MyChoice: $13,150 Sponsorship: $11,000 Late Night Marquette Greek Life Marquette Athletics Most Cost Advertisement Space MyChoice t-shirts No Cost Campaign intern Facebook account Twitter account Budget

14. Camille Dihiansancamille.dihiansan@mu.edu Ryan Jackson ryan.jackson@mu.edu Mary Pintozzimary.pintozzi@mu.edu Sam Tottensamantha.totten@mu.edu Contacts

15. Thank you! Any questions?