3. The American Journal of Public Health Research published a study
by Western Carolina University entitled National College Health
Assessment Measuring Negative Alcohol-Related Consequences
among College Students. This study focuses on alcohol-related conse-
quences exhibited in college students. The study found female college
students were more likely to experience negative alcohol-related con-
sequences than their male counterparts. Additionally, females might
be more likely to feel guilt or regret after a night of drinking. Avoiding
negative alcohol-related outcomes was reported more important to fe-
males than males. Based on this research, females might be more open
to the campaign to reduce high-risk drinking habits.
Based on prior research studies, it is evident students are not lacking in
knowledge on the subject of alcohol consumption. Students have the
knowledge they need to make the decision on whether or not to drink,
they choose to drink based off external factors other than their educa-
tion.
In addition, the outcomes of educational programs show no effect or a
negative effect on participants’ drinking habits. Research proves that the
typical awareness efforts produce small effects on behavior. Therefore,
focusing solely on educating students will not produce the results de-
sired. Having a school-sponsored intervention in place would have a
greater impact than purely targeting alcohol use on campus.
Clockwork Research Group
0
10
20
30
40
50
60
70
80
1992-‐1994
2012-‐2013
%Liquor
%Wine
%Beer
Beer,
$1,206,822,000
Liqour,
$688,153,300
Wine,
$569,750,800
*2013 Stagnito Publishing Co.
*2014 The National Association for Business Economics
1
4. College students participate in many different activities while attending a
university. An overwhelming majority participate in some form of alcohol
consumption, even though majority of students are under the legal age to drink
(Spellings, 2008). According to the Monitoring the Future Survey in 2006, 40
percent of college and university students have participated in high-risk drink-
ing.
Furthermore, 42 percent of participants reported consuming more drinks
during their 21st birthday than their previous lifetime maximum (Brister, Sher,
Fromme, 2011). New Insights on College Drinking in 2013 identifies an emerg-
ing way to intervene with college drinking habits is to focus on the events, not
the people; therefore, focusing on a 21st birthday event might be more effective.
This sestemic problem has been well
documented by various research
institutions. According to the U.S.
Department of Justice in 2011,
roughly one in seven college stu-
dents reported having 10 or more
drinks in a row at least once in the
prior two weeks, and 5% reported
15 or more drinks in a row. Also,
drinking by college students aged
18-24 contributes to an estimat-
ed 1,800 students deaths, 590,000
injuries, 690,000 alcohol-involved
assaults, more then 97,000 cases of
sexual assualt or date rape each year.
Clockwork Research Group
Treatment For Alcohol Problems:
An Unmet Need
19% of college students ages 18-24 met the
criteria for alcohol abuse or dependence.
5% percent of these students sought treatment
for alcohol problems in the year preceding the sur-
vey.
3% percent of these students thought they
should seek help but did not.
*U.S. Department of Health and Human Services
National Institute of Health
2
5. Clockwork Research Group 3
In a study conducted by North Dakota University focused
on students turning 21, high risk drinking was researched
for this particular birthday celebration. Due to the high
volume of alcohol consumed on this birthday, brought upon
by culturally rooted traditions, alcohol poisoning is a major
concern for academic institutions nation wide. Out of 263
participants, roughly ten have observed alcohol-poisoning
symptoms in fellow students
(SD 5.19).
According to a study published by Oster-Aaaland et. al., and the Jour-
nal of Consulting and Clinical Psychology, 3,720 participants (2,518
of them having turned 21) engaged in the study. 85% of females and
80% of males have participated in drinking to celebrate a 21st birthday
celebration. In addition, females reported drinking 11.4 drinks and
males reported drinking 14.6 drinks during a 21st birthday celebra-
tion. Out of 2,084 participants, 12% of both male and female birthday
drinkers reported consuming exactly 21 drinks. Additionally, 22% of
male birthday drinkers and 12% of female birthday drinkers reported
consuming more than 21 drinks.
The study found 68% of female and 79% of male birthday drinkers
had eBACs of 0.08 or higher and 35% of female and 49% of male
birthday drinkers had eBACs of .26 or higher. A drink is defined as a
12-oz can or bottle of beer. or wine cooler, a 4-oz glass of wine, or a
shot of liquor straight or in a mixed drink.
6. Alcohol-free options
Based on the findings from The Alcohol Prevention Coalition and Penn State, their late
night participants were significantly less likely to heavily drink. Similarly, the University of
Michigan found the same thing through their program called UMix Late night that rein-
forced students’ healthy drinking behaviors. UMix Late Night is an alternative program
held on many Friday nights from 10:00 p.m. to 2:00 a.m., which is considered prime drink-
ing hours. The events offered free food and entertainment. The program was developed to
give students alternatives to drinking. Most of the students reported not drinking on the
Friday nights, and the ones who did report of drinking, indicated that they drank less on
the nights they attended UMix.
So the question is do these events help reduce alcohol use among moderate or high risk
drinkers, or if they simply attract lower risk drinkers and abstainers. Whatever it is, it is
clear that substance free options reinforce the healthy behaviors of moderate drinkers and
abstainers by sending the message that administrators are willing to invest resources into
these healthy activities. There is also some evidence among the student alcohol policy vio-
lators and students that have received medical attention for alcohol consumption that being
a part of and enjoying alcohol free options may reinforce students’ decision to change their
drinking behaviors.
Clockwork Research Group
A Birthday for Brad
Be Responsible About Drinking Foundation:
McCue
related to celebrating his 21st birthday
about him and a message encouraging cele
brants to drink responsibly
*Psychology of Addictive Behaviors
“At the University of Memphis, Murphy’s team is further personalizing BASICS by adding a
one-hour supplement during which clinicians talk to students about their goals for college
and beyond and then show them how their drinking patterns fit in with those aspirations.
A student who wants to be a lawyer, for instance might be given information abotu a pre-
law club as well as the GPA typically needed to get into law school and to earn his desired
furture salary.” *New insights on college drinking” Anna Miller
4
According to State University of New York’s publication on Alcohol Problems and
Solutions, college students who receive a birthday card for their 21st birthday alerting them
of the dangers of alcohol poisoning may be less likely to have a high-risk birthday cele-
bration. A survey of 1,731 Michigan State University students found that those who had
received the card were 6% less likely to get drunk on their birthday.
7. experience of this social issue
resources toward this particular
social marketing endeavor
involvement of and in social
media
funds
partnerships
perceptions of Western Michigan
University being a binge drinking
campus
breweries
companies and organizations
currently addressing
groups and other university
subject matter expertise
as “Wastern”
the students to resist the
competing behavior
participating in the competing
behavior
reinforce the competing behavior
is a normal part of college life
Clockwork Research Group
Strengths Weaknesses Opportunities Threats
5
8. 6
The defined target audience is WMU students aged 18-21.
Geographic:
Non-native and native midwestern WMU college students
Sping 2015 Undergraduate population: 14,303
Kalamazoo City Population: 75,000
Students living in both urban and rural areas with a northern climate
Demographic:
Male and female 18-21 years old currently attending WMU.
Students are currently working one or two jobs in their spare time in addi-
tion to being a student.
Racially diverse students
Small or no family size since they are independently here at WMU
Students that are typically pursuing an Undergraduate degree
Generation Y and Millennials
Behavioral:
Students who are social, and enjoy being around their peer groups for enter-
inment purposes. Students attend sporting events, greek sponsored events,
and volunteer in their community.
Psychographic:
Students who use alchol for depression, addictive personalities, or for positive
consequences such as social interactions with peers. Students are usually are
in an upper lower or middle social class.
Clockwork Research Group
*PRIZM Nielsen Pop-Facts Demographics 2014
Young Urban Renters ranks near the bottom for income and
income-producing assets. Members of this segment are younger,
single, and ethnically diverse. Many are raising small children in
one parent households. They're still paying off student and per-
sonal loans as well as installment credit used to furnish their new
city apartments. Despite having low rates for buying insurance
products, consumers here have begun exploring auto, medical,
and renter's coverage. With their limited financial resources,
they're much more likely than average Americans to spend their
leisure time indoors--listening to the radio or going online to
visit chat rooms and job websites. Young Urban Renters is one
of the top segments for reading parenting, music, and women's
fashion magazines.
*PRIZM Nielsen Pop-Facts Demographics 2014
9. We collected 20 in-depth interviews from WMU
students across campus discussing their alcohol
habits and other ideas associated with drinking.
Through these interviews, we received an in-depth
look at what students though about drinking habits
with themselves and other students.
60%
25%
15%
Binge
Drinking
Defined
Time
Focused
Blacking
Out
Other
Positive Outcomes Negative Outcomes
When respondents discussed 21st birthdays, we found that
they have adopted a “rite of passage” idea behind it. 100%
of students who discussed 21st birthdays in their interview
explained the idea as a “rite of passage when you turn 21.”
Therefore, they have also adopted the idea that because they
have turned the legal age to drink they must take advantage of
that right fully by getting the most drunk they could possibly
get on free drinks. Through the idea that people always buy
drinks for the birthday person, we believe these “influential
others” who are buying the drinks are the ones who should be
held more responsible for level of intoxication of the birthday
person.
“I
think
21st
birthdays
are
the
most
common
binge
drinking
events.
A
lot
of
people
on
their
birthday…
the
goal
is
to
take
21
shots.”
(Freshman
female)
Clockwork Research Group 7
10. Clockwork Research Group
We administered a survey to WMU students to collect primary quantitative data to get a look at
their drinking habits. 413 students responded to the survey. Based on the results, we can get see the
habits in which they participate frequently. There is a relatively even distribution between both male
and female respondence surveyed.
0.00%
2.00%
4.00%
6.00%
8.00%
10.00%
12.00%
14.00%
16.00%
18.00%
20.00%
Less
than
10%
21-‐30%
31-‐40%
41-‐50%
51-‐60%
61-‐70%
71-‐80%
81-‐90%
M
ore
than
90%
Percentage
of
all
college
students
who
par3cipate
in
binge
drinking.
Responses
Demographics:
52 percent of respondents reported in pre-drinking before going out
socially with friends. In addition, 47 percent of respondents report-
ed drinking at least one alcoholic beverage 1-2 nights a week. When
asked about their peers’ drinking habits, 16 percent believed 61-70
percent of WMU students participate in binge drinking (consumed
4 to 5 drinks).
32 percent of students also reported consuming at least 3-4 drinks
on a typical night. Due to this trend and the negative perception of
high risk drinking among WMU students, many negative conse-
quences have formed. The respondents reported the following ac-
tions as likely to have happened after a night of drinking: to pass out
or black-out (33 percent), vomit (30 percent), do things they might
regret later (37 percent), to try smoking or other drugs (27 percent),
and to get into an argument (36 percent) to name a few.
In addition, 71 percent of students reported consuming more drinks
than usual on someone’s 21st birthday. Furthermore, 47 percent
reported getting drunk on a 21st birthday is expected behavior. 8
11. Clockwork Research Group
The primary focus of this campaign is to
reduce the high risk drinking behavior spe-
cifically of individuals who are having and
participating in their 21st birthdays.
This particular custom is known for carry-
ing a heavy focus on excessive drinking to
celebrate ones coming of legal age to par-
ticipate in drinking. Also, this campaign is
designed to reduce the amount of alcohol
and peer pressure from influential others
towards the 21st birthday participant.
The purpose of this social marketing
campaign is to reduce WMU students’
(19-21) consumption of excessive amounts
of alcohol in short periods of time. This
age range targets the core of college aged
students, and we believe that this is the
primary age group to study for excessive
alcohol consumption and the reduction
efforts that we plan to deploy. With high
risk behaviors such as excessive drink-
ing, students are more likely to act on
other risky behaviors (i.e. unprotected sex,
drinking & driving, etc.)
9
12. negative consequence of drink-
ing high amounts of alcohol in
short periods of time specifically
on an individual’s 21st birthday
party.
safe amounts of alcohol on a
21st birthday is still fun.
WMU students who partici-
pate in high risk drinking in
short periods of time on a 21st
birthday celebration.
amounts of time on 21st birthdays by 25%.
which drives them towards taking on more respon-
Clockwork Research Group 10
13. Clockwork Research Group
The negative social side effects of not
partaking in the competing behavior,
whether it be binge drinking in gen-
eral or specifically on an individual’s
birthday
Not being able to partake in the per-
Being able to partake in
the perceived fun activities
The positive social side
effects of participating in
the competing behavior
Increase safety and quality of life
Saving time and money on poten-
tial penalties and fines
Sober experiences that result in
easier to remember and more posi-
tive outcomes
Social group(s)
Peer groups
Family
Prior engagements
Role model influences
We want Western Michigan University students between the ages
of 19-21 to know that partaking in safe drinking habits versus
drinking high amounts of alcohol in short periods of time, spe-
cifically on their 21st birthday parties, increases their quality of
life and health.
11
14. Product
Price
Core –Preventing
high risk behavior
related to drinking large
quantities of alcohol in a
short amount of time
Augmented - Creating an
environment where new 21 year olds
conduct themselves responsibly given
the current cultural expectations of
turning 21.
Actual – Partnerships with lo-
cal bars willing to participate in
behaviors of new 21 year olds in
their establishment.
Non-monetary incentive:
- Hangover-free mornings
-Responsible decisions
- Academic & professional
success
Monetary incentives –
- Saving money
(alcohol costs)
- More money for alcohol
free activities
Non-monetary
disincentives –
-Physical harm
-Psychological harm
-Damaged relationships
-Social Embarassment
Monetary disincentives –
- Fines (law enforcement)
- Bank over-draft fees
- Property damage costs.
Clockwork Research Group 12
15. WMU’s campus will be used
as a medium to transfer
vital information to our
target audience via our 21st
Celebration Ineractive
Course
Social media
promotion
restaurant participating
in the individuals 21st
birthday
Place
–
- “A night you won’t forget.”
-”A night you want to
remember.”
– -
- Educational Institutions
- Bar staff
and other media devices that
tagline
-”A night you want to
remember.”
Communication Channels
Education sponsored events
and locally sponsored
events
Promotion
Clockwork Research Group 13
16. of time on their 21st birthday.
You will still have a good time in a social setting
with friends while also being safe and experi-
encing less side effects the next morning from a
21st birthday outing.
from WMU students and faculty.
Relatable, realistic, heartfelt and
proactive
Posters around campus
Emails on 21st
Birthday cards on 21st
Package deal with Wayside
Social media
Campus activities
Promotion deals for food
“The magnitude of problems posed by excessive drink-
ing among college students should stimulate both
improved measurement of these problems and efforts
to reduce them.”
-Ralph W. Hingson, Sc.D., Member, NIAAA Task
Clockwork Research Group
negative
14
18. “A
night
you
want
to
remember”
21st
B-‐day
celebra;on
Drink
Responsibly
FRONT
16
FRONT
21st Birthday Interactive Course
For our interactive 21st birthday course, we will give a thoughough educational
look at the backbone of our marketing strategy. Through the course we will educate
students on the dangers of high risk drinking while celebrating their 21st birthday.
We will include statistics, an explanation of B.R.A.D., and describe different types of
drinking behaviors post turning 21. At the end there will be an interactive part for
the students to answer questions presented in the course. In return for taking this
course in its’ entirety, the student will recieve a free meal at the program’s partnering
bar.
19. Clockwork Research Group
Item
Fall-‐
2015
Spring-‐
2016
Summer-‐
2016
I
II
Fall
Welcome
August
28-‐29
N/A
N/A
N/A
Classes
Begin
8-‐Sep
11-‐Jan
9-‐May
N/A
Final
Exam
Week
December
14-‐18
April
25-‐29
N/A
30-‐Jun
Semester
Ends
19-‐Dec
30-‐Apr
29-‐Jun
N/A
19-‐Aug
Holidays
&
Recesses
Thanksgiving
25-‐Nov
Spring
Break
March
7-‐11
Fall Welcome
during move-in
Campus Special coupon booklet)
FYE interactive learning on dangers of high risk drinking and
what to expect (must have a relatable and fun instructor –
possibly opportunity for upper classman to get involved and
volunteer time) **One Class Only
On-Campus Advertisements
and end of all semesters)
Off-Campus Promotions
Actual Birthday Marketing
Safe Summer Initiative before school gets out
17
20. Through reviewing “Sample Alcohol Abuse Prevention
Campus Programs” we have analyzed several university
programs deployed to help prevent alcohol abuse in their
student populations.
Rice University’s Promotion and Publicity campaign
consisted of:
Budget:
Colgate University’s Promotion and Publicity campaign con-
sisted of:
Budget:
University of Texas at San Antonio Promotion and
Publicity Campaign:
“Campus Crawl: underage drinking, drinking games, and
alcohol poisoning.”
Budget:
Clockwork Research Group
First Class Mail Stamped Large Postcards:
- Fall 2014 Freshman Enrollment was 4,123
E-card Option: Digital cards sent to students through their Western Michigan
University email account.
Informational Sheet:
T-shirt Cost:
Food
-Donated Appetizer from Wayside for participation in alcohol educational course
for 21st birthday.
$1,000.00
$2,020.00
$480.00
$412.30
T-Shirts
Birthday Cards
Social Media
Food Cost
Informational Sheets
18
21. Clockwork Research Group
Purpose of Evaluation
We are evaluating this campaign in order to help decide how to allocate
funds for future campaign implementation and to see how the campaign
and WMU’s 21st Celebration Interactive Course. The feedback from the
students through the course will be beneficial to see how the respondents
compare to their results when they took the first alcohol edu course their
freshman year.
Social Media Measurements
21st birthday based on the WMU database. In addition, we will have him
retweet Sindecuse Health Center’s tweets about safe drinking and birthday
fun. They can tweet articles about fun ways to celebrate birthdays and oth-
er health related issues. Sindecuse Health Center’s current following is 487.
We expect they will have an increase in followers through President Dunn’s
retweets.
We can take note of the follower and interaction level of students with
Wayside. Wayside’s current following is 555. Through the promotion, we
believe they will be able to increase their followers to that of their compet-
itors, such as Grotto at 1,226 followers, but attract students who have the
intention of drinking in a safe manner.
19
22. Clockwork Research Group 20
Clockwork Research recommends the following steps for optimal
campaign effectiveness by following this marketing campaign
strategy for the particular social issue of high risk drinking relating
to 21st birthday parties.
segmentation by implementing follow-up surveys and
interviews.
such as, Western Michigan University and the local community.
determine furture changes (The 21st Birthday Interactive
Course).
to utilize for overall success. (i.e. Social Mention,
crease in customers who are participating in safer drinking habits
(Decrease in negative actions performed by the patrons celebrat
ing the 21st birthday).
By conducting the research outlined in this marketing
plan, we expect to instill a positive behavioral trend
concerning high-risk drinking among WMU students.
The importance and research of this topic is paramount
to improving the quality of health and safety of young
adults who are turning 21 years of age.
The future research of this social issue needs to
revolve around the ongoing cultural influences in the
American youth and their social networks.
23. 21Clockwork Research Group
“Alcohol Prevention; Using Alcohol-Free Options to Promote a Healthy Campus Environment.” The Alcohol Prevention Coalition. Print.
Brister, Heather A., Kenneth J. Sher, and Kim Fromme. “21st Birthday Drinking and Associated Phsyical Consequences and Behavioral
Risks.” Psychology of Addictive Behaviors 25.4 (2011): 573-82. Proquest. Web. 23 Feb. 2015.
Keywords: College; Alcohol; Prevention; Intervention; Policy
Crump, Amanda. “Binge Drinking Detrimental to Academics and Health.” Western Herald [Kalamazoo, MI] 13 Apr. 2015: Print.
Fisher, Deborah. “Environmental Strategies to Prevent Alcohol Problems on College Campuses.” Pacific Institute for Research and Evalua-
Hanson, David. “Dangerous Alcohol Drinking Abuse on 21st Birthday.” Alcohol Problems and Solutions. State University of New York, 1
Lewis, Melissa a., et al. “21st Birthday Celebratory Drinking: Evaluation of a Personalized Normative Feedback Card Intervention. “Psychol-
ogy of Addictive Behaviors 22.2 (2008): 176-85. Proquest. Web 23 Apr. 2015
24. 22Clockwork Research Group
National Institute on Alcohol Abuse and Alcoholism. U.S. Department of Health and Human Services, National Institutes of Health,
-
Rutledge, Patricia C., Aesoon Park, and Kenneth J. Sher. "21st Birthday Drinking: Extremely Extreme." Journal of consulting and clinical
Spellings, Margaret. "Alcohol and Other Drug Prevention on College Campuses: Model Programs." U.S. Department of Education Office
of Safe and Drug-Free Schools 2008 Update (2008): 2,5,10. Department of Education. U.S. Department of Education. Web. 14 Feb. 2015.
Substance Abuse and Mental Health Services Administration. (2006) Results from the 2005 National Survey on Drug Use and Health:
National Findings (Office of Applied Studies, NHSDA Series H-30, DHHS Publication No. SMA 06-4194). Rockville, MD
Budget References:
