The presentation discusses a public service announcement (PSA) program called "Tough Enough, Smart Enough" created at the University of Illinois. It selected student-athletes with great character to promote positive messages in print, radio, TV, and billboards. In the first year, the program generated over $1 million in free media exposure across 55 radio, 23 newspaper, and 7 TV partners. However, there is risk if the wrong student-athletes are selected, as shown by an incident where a former player promoted in advertising was later involved in a drunk driving death. Careful screening of participants is important to avoid undermining the program's message.
Binge-Free 603: What's Your Reason? Preventing Binge Drinking in Young Adults...JSI
This poster was presented by Christin D'Ovidio at the National Conference on Health Communication, Marketing & Media.
Through a contract with the NH Department of Health and Human Services, JSI conducted peer-crowd/peer-group validation and formative research to inform a public health prevention campaign targeting young adults (YA), aged 21-25, identified as most likely to engage in the misuse of alcohol.
The campaign (Binge-Free 603: What’s Your Reason?) addresses binge drinking behaviors and utilizes harm reduction messaging to create an effective marketing mix. JSI used a social norming, a social marketing approach, as the strategic planning framework for developing a campaign to decrease the prevalence of binge drinking in NH YA.
The resulting, highly-targeted campaign includes video production, illustration, social media assets (Facebook, Instagram, Youtube, Snapchat), A/B testing and geo-targeting to further hone effective messaging and reach, and a website.
http://www.occupational-safety.com.au/
The team at Occupational Safety Solutions is dedicated to helping employers prevent workplace injuries by providing the knowledge and resources to help them implement a compliant WHS management system. With our ready made and customised documents there is always a simple occupational safety solution.
Our systems have been developed to help employers comply with Work Safe Australia 2012 regulations. What our system aims to do is reduce the time, money and effort that you will have to invest in developing and maintaining your WHS management system to the specific needs of your business.
Binge-Free 603: What's Your Reason? Preventing Binge Drinking in Young Adults...JSI
This poster was presented by Christin D'Ovidio at the National Conference on Health Communication, Marketing & Media.
Through a contract with the NH Department of Health and Human Services, JSI conducted peer-crowd/peer-group validation and formative research to inform a public health prevention campaign targeting young adults (YA), aged 21-25, identified as most likely to engage in the misuse of alcohol.
The campaign (Binge-Free 603: What’s Your Reason?) addresses binge drinking behaviors and utilizes harm reduction messaging to create an effective marketing mix. JSI used a social norming, a social marketing approach, as the strategic planning framework for developing a campaign to decrease the prevalence of binge drinking in NH YA.
The resulting, highly-targeted campaign includes video production, illustration, social media assets (Facebook, Instagram, Youtube, Snapchat), A/B testing and geo-targeting to further hone effective messaging and reach, and a website.
http://www.occupational-safety.com.au/
The team at Occupational Safety Solutions is dedicated to helping employers prevent workplace injuries by providing the knowledge and resources to help them implement a compliant WHS management system. With our ready made and customised documents there is always a simple occupational safety solution.
Our systems have been developed to help employers comply with Work Safe Australia 2012 regulations. What our system aims to do is reduce the time, money and effort that you will have to invest in developing and maintaining your WHS management system to the specific needs of your business.
Final Digital Marketing PlanFinal Digital Marketing .docxcharlottej5
Final Digital Marketing Plan
Final Digital Marketing Plan PowerPoint Presentation,
Introduction
In this PowerPoint presentation, we will present our Final Digital Marketing Plan for our product the Concussion Protocol Sensor (CPS). This product idea was created by Simone Harvey and voted on by the remaining team members in team D to implement as our product idea. In the first phase of the marketing plan we outlined a target market and included a segmentation criteria for the Concussion Protocol Sensor. Second, we will developed a digital advertising strategy and included two sample banner ads and a mock landing page for the website in our marketing plan. Third, the presentation will provide examples of three mock web ads and include specifics of where they will be placed. And we will create a budget for a two week advertising campaign.
The second phase of the marketing plan will summarize our plan to reach consumers. Our goal to reach our consumers is by using email marketing to directly send out email advertisements to consumers through the assistance of AWeber. In today’s day and age, social media and instant connection is the best most popular way of connecting with not only friends and family but consumers as well. There are many different forms of social media out there today such as Twitter, Facebook, LinkedIn, YouTube and Instagram. We will utilize these platforms in our marketing strategy in an effort to reach as many consumers as possible.
Image:
https://www.google.com/search?q=introduction&source=lnms&tbm=isch&sa=X&ved=0ahUKEwis697BrJHYAhWD6CYKHVKYDw4Q_AUICigB&biw=1600&bih=805#imgrc=GQKHgrtgNyoTyM:&spf=1513524076251
Target MarketYouth Sports Programs focused on young athletesHigh School students interested in sportsCollege Athletic ProgramsCoaches involved in sports programs
The target market for the CPS would be youth sports programs focused on young athletes, age 6-13; high schools students interested in sports, age 14-18; University athletic programs, and coaches involved in sports.
The ages that would benefit would span from very young children all the way to adults that are active in sports or other activities that could be extreme enough to lead to potential head injuries.
Image source:
http://www.foxphotography.org/
https://www.workinsports.com/blog/high-school-sports-conquering-the-final-frontier-of-sports-broadcasting/
https://www.cbssports.com/college-football/news/ranking-the-top-25-power-five-college-football-coaches-entering-2016/
Demographic Market Segmentation
As it relates to the segmentation criteria we used to determine the target market for the CPS, we chose the Demographic Market Segmentation’s, as it works best with our marketing strategy since the data is easily available and drastically affects buying patterns. Age, income, gender, ethnic background and family life cycle are all important factors of demographic segmentation.
The CPS is going to use an age range of 5-34 years of.
Team Outdoor Group Paper1. Executive SummaryNature is an unt.docxssuserf9c51d
Team Outdoor: Group Paper
1. Executive Summary
Nature is an untapped resource that provides limitless opportunities to explore, learn, and grow. It plays a grand role in our lives; however, far too often, it is overlooked and underappreciated. In a world that is increasingly becoming more reliant and connected with technology, it is critical to acknowledge the importance of nature. Therefore, our group, Team Outdoors, worked fervently to develop a strong message that emphasizes the importance of connecting with nature, preserving the environment, and exploring new possibilities outside. Collaboration was essential to ensure the successful promotion of our mission, given the short time frame. Therefore, we partnered with Camping Club, an existing student organization, to promote this message across a wide network of peers in an efficient and effective manner. A key component of our team’s objective was to address the United Nations goal, Life on Land. This objective emphasized the importance of disconnecting from technology, developing environmental awareness, and establishing a connection with nature. A multitude of marketing strategies were employed to maximize our outreach and overall effectiveness as a unit. These strategies included: identifying our market, segmenting a specific target niche, positioning our message, and delivering our message across various social media forums.
Our target market consisted of health & environmental activists, adventure seekers, and active lifestyle advocates. The demographics of our target audience consisted of young millennials with an even distribution of male and female. With this in mind, we tailored our marketing strategy to be engaging and relatable to this specific crowd. Therefore, we utilized social media outlets such as Facebook, Instagram, and Youtube. These forums are a prime source for young millennial engagement. Additionally, we utilized viral trends to deliver a message that was informative and relatable.
Overall, the integration of several marketing strategies proved to be successful. Each post generated an increasing amount of social media engagement. As a result, all of our social media pages gained followers, likes, and views. There is a strong, positive correlation between the volume of our posts and the amount of viewership that our pages received. These results testify to the effectiveness and efficiency of our team’s message and the overarching marketing strategy.
2. Introduction of Group Selected
Two groups took part in our marketing strategy. Firstly, we selected a group of Non-UCR students that were SRC members. These students represented the demographic of individuals who were outside of our immediate influence since they were not students. Therefore, it gave us a varying perspective as to how we can engage with individuals who are not directly related to our demographic. In addition to their Non-student status, this sample test market also had additional criteria. They ha ...
Market Research to determine the need of an online integrated fitness resourceAkanksha Jain
This project was to understand if there is a need for an online community website, that integrates all the resources in which fitness enthusiasts are interested, into one online resource.
The key objectives of market research were:
- Understand and fine tune our target market
- Determine the services most important to our target market
- Determine if there is a need for a fitness website that integrates fitness resources
Methodology:
- Secondary Research
- Primary Research - Qualitative and Quantitative
Online survey link: http://www.instant.ly/s/FgF7s
Findings and Recommendations:
- Redefine the target market
- Develop an app for instant sharing
- Exclude features such as Forums from the website
- Emphasize on local fitness information
Building the foundation and promoting passion through your university. Tips on how Sports Information Directors at smaller universities can attain big results. Focuses on Technology/Media, Advertising/Sponsorships, Coaches/Staff, Social Media & Creating Content, Alumni Relations, and ways to leverage resources available to you to be successful.
Final Digital Marketing PlanFinal Digital Marketing .docxcharlottej5
Final Digital Marketing Plan
Final Digital Marketing Plan PowerPoint Presentation,
Introduction
In this PowerPoint presentation, we will present our Final Digital Marketing Plan for our product the Concussion Protocol Sensor (CPS). This product idea was created by Simone Harvey and voted on by the remaining team members in team D to implement as our product idea. In the first phase of the marketing plan we outlined a target market and included a segmentation criteria for the Concussion Protocol Sensor. Second, we will developed a digital advertising strategy and included two sample banner ads and a mock landing page for the website in our marketing plan. Third, the presentation will provide examples of three mock web ads and include specifics of where they will be placed. And we will create a budget for a two week advertising campaign.
The second phase of the marketing plan will summarize our plan to reach consumers. Our goal to reach our consumers is by using email marketing to directly send out email advertisements to consumers through the assistance of AWeber. In today’s day and age, social media and instant connection is the best most popular way of connecting with not only friends and family but consumers as well. There are many different forms of social media out there today such as Twitter, Facebook, LinkedIn, YouTube and Instagram. We will utilize these platforms in our marketing strategy in an effort to reach as many consumers as possible.
Image:
https://www.google.com/search?q=introduction&source=lnms&tbm=isch&sa=X&ved=0ahUKEwis697BrJHYAhWD6CYKHVKYDw4Q_AUICigB&biw=1600&bih=805#imgrc=GQKHgrtgNyoTyM:&spf=1513524076251
Target MarketYouth Sports Programs focused on young athletesHigh School students interested in sportsCollege Athletic ProgramsCoaches involved in sports programs
The target market for the CPS would be youth sports programs focused on young athletes, age 6-13; high schools students interested in sports, age 14-18; University athletic programs, and coaches involved in sports.
The ages that would benefit would span from very young children all the way to adults that are active in sports or other activities that could be extreme enough to lead to potential head injuries.
Image source:
http://www.foxphotography.org/
https://www.workinsports.com/blog/high-school-sports-conquering-the-final-frontier-of-sports-broadcasting/
https://www.cbssports.com/college-football/news/ranking-the-top-25-power-five-college-football-coaches-entering-2016/
Demographic Market Segmentation
As it relates to the segmentation criteria we used to determine the target market for the CPS, we chose the Demographic Market Segmentation’s, as it works best with our marketing strategy since the data is easily available and drastically affects buying patterns. Age, income, gender, ethnic background and family life cycle are all important factors of demographic segmentation.
The CPS is going to use an age range of 5-34 years of.
Team Outdoor Group Paper1. Executive SummaryNature is an unt.docxssuserf9c51d
Team Outdoor: Group Paper
1. Executive Summary
Nature is an untapped resource that provides limitless opportunities to explore, learn, and grow. It plays a grand role in our lives; however, far too often, it is overlooked and underappreciated. In a world that is increasingly becoming more reliant and connected with technology, it is critical to acknowledge the importance of nature. Therefore, our group, Team Outdoors, worked fervently to develop a strong message that emphasizes the importance of connecting with nature, preserving the environment, and exploring new possibilities outside. Collaboration was essential to ensure the successful promotion of our mission, given the short time frame. Therefore, we partnered with Camping Club, an existing student organization, to promote this message across a wide network of peers in an efficient and effective manner. A key component of our team’s objective was to address the United Nations goal, Life on Land. This objective emphasized the importance of disconnecting from technology, developing environmental awareness, and establishing a connection with nature. A multitude of marketing strategies were employed to maximize our outreach and overall effectiveness as a unit. These strategies included: identifying our market, segmenting a specific target niche, positioning our message, and delivering our message across various social media forums.
Our target market consisted of health & environmental activists, adventure seekers, and active lifestyle advocates. The demographics of our target audience consisted of young millennials with an even distribution of male and female. With this in mind, we tailored our marketing strategy to be engaging and relatable to this specific crowd. Therefore, we utilized social media outlets such as Facebook, Instagram, and Youtube. These forums are a prime source for young millennial engagement. Additionally, we utilized viral trends to deliver a message that was informative and relatable.
Overall, the integration of several marketing strategies proved to be successful. Each post generated an increasing amount of social media engagement. As a result, all of our social media pages gained followers, likes, and views. There is a strong, positive correlation between the volume of our posts and the amount of viewership that our pages received. These results testify to the effectiveness and efficiency of our team’s message and the overarching marketing strategy.
2. Introduction of Group Selected
Two groups took part in our marketing strategy. Firstly, we selected a group of Non-UCR students that were SRC members. These students represented the demographic of individuals who were outside of our immediate influence since they were not students. Therefore, it gave us a varying perspective as to how we can engage with individuals who are not directly related to our demographic. In addition to their Non-student status, this sample test market also had additional criteria. They ha ...
Market Research to determine the need of an online integrated fitness resourceAkanksha Jain
This project was to understand if there is a need for an online community website, that integrates all the resources in which fitness enthusiasts are interested, into one online resource.
The key objectives of market research were:
- Understand and fine tune our target market
- Determine the services most important to our target market
- Determine if there is a need for a fitness website that integrates fitness resources
Methodology:
- Secondary Research
- Primary Research - Qualitative and Quantitative
Online survey link: http://www.instant.ly/s/FgF7s
Findings and Recommendations:
- Redefine the target market
- Develop an app for instant sharing
- Exclude features such as Forums from the website
- Emphasize on local fitness information
Building the foundation and promoting passion through your university. Tips on how Sports Information Directors at smaller universities can attain big results. Focuses on Technology/Media, Advertising/Sponsorships, Coaches/Staff, Social Media & Creating Content, Alumni Relations, and ways to leverage resources available to you to be successful.
Euro Cup fans worldwide can book Euro 2024 Tickets from our online platform www.worldwideticketsandhospitality. Fans can book Slovenia Vs Denmark Tickets on our website at discounted prices.
Denmark vs England England Euro Cup squad guide Fixtures, predictions and bes...Eticketing.co
We offer UEFA Euro 2024 Tickets to admirers who can get Denmark vs England Tickets through our trusted online ticketing marketplace. Eticketing. co is the most reliable source for booking Euro Cup Final Tickets. Sign up for the latest Euro Cup Germany Ticket alert.
Ukraine Euro Cup 2024 Squad Sergiy Rebrov's Selections and Prospects.docxEuro Cup 2024 Tickets
After securing their spot through the playoff route, Ukraine is gearing up for their fourth consecutive European Championship. Ukraine first qualified as hosts in 2012, but in 2016
Albania vs Spain Euro Cup 2024 Very Close Armando Broja Optimistic Albania Wi...Eticketing.co
Euro Cup 2024 fans worldwide can book Albania vs Spain Tickets from our online platform www.eticketing.co. Fans can book Euro Cup Germany Tickets on our website at discounted prices.
Euro Cup fans worldwide can book Euro 2024 Tickets from our online platform www.worldwideticketsandhospitality. Fans can book Spain Vs Croatia Tickets on our website at discounted prices.
Mock 2024 NHL Draft Experts Divided after Celebrini, Levshunov, Silayev go in...Ice Brek
After the NHL Draft Lottery on Monday, Adam Kimelman, NHL.com’s deputy managing editor,
and Mike G., senior draft writer, Morreale make their predictions for how the first 16 selections
of the 2024 Upper Deck NHL Draft could turn out.
Euro Cup fans worldwide can book Euro 2024 Tickets from our online platform www.worldwideticketsandhospitality. Fans can book Belgium Vs Romania Tickets on our website at discounted prices.
Euro Cup fans worldwide can book Euro 2024 Tickets from our online platform www.worldwideticketsandhospitality. Fans can book Poland Vs Austria Tickets on our website at discounted prices.
Euro Cup fans worldwide can book Euro 2024 Tickets from our online platform www.worldwideticketsandhospitality. Fans can book Denmark Vs England Tickets on our website at discounted prices.
Narrated Business Proposal for the Philadelphia Eaglescamrynascott12
Slide 1:
Welcome, and thank you for joining me today. We will explore a strategic proposal to enhance parking and traffic management at Lincoln Financial Field, aiming to improve the overall fan experience and operational efficiency. This comprehensive plan addresses existing challenges and leverages innovative solutions to create a smoother and more enjoyable experience for our fans.
Slide 2:
Picture this: It’s a crisp fall afternoon, driving towards Lincoln Financial Field. The atmosphere is electric—tailgaters grilling, fans in Eagles jerseys creating a sea of green and white. The air buzzes with camaraderie and anticipation. You park, join the throng, and make your way to your seat. The stadium roars as the Eagles take the field, sending chills down your spine. Each play is a thrilling dance of strategy and skill. This is what being an Eagles fan is all about—the joy, the pride, and the shared experience.
Slide 3:
But now, the day is marred by frustration. The excitement wanes as you struggle to find a parking spot. The congestion is overwhelming, and tempers flare. The delays mean you miss the pre-game excitement, the tailgate camaraderie, and even the opening kick-off. After the game, the joy of victory or the shared solace of defeat is overshadowed by the stress of navigating out of the parking lot. The gridlock, honking horns, and endless waiting drain the energy and joy from what should have been an unforgettable experience.
Our proposal aims to eliminate these frustrations, ensuring that from arrival to departure, your experience is extraordinary. Efficient parking and smooth traffic flow are key to maintaining the high spirits and excitement that make game days special.
Slide 4:
The Philadelphia Eagles are not just a premier NFL team; they are an integral part of the community, hosting games, concerts, and various events at Lincoln Financial Field. Our state-of-the-art stadium is designed to provide a world-class experience for every attendee. Whether it's the thrill of game day, the excitement of a live concert, or the camaraderie of community events, we pride ourselves on delivering a fan-first experience and maintaining operational excellence across all our activities. Our commitment to our fans and community is unwavering, and we continuously strive to enhance every aspect of their experience, ensuring they leave with unforgettable memories.
Slide 5:
Recent trends show an increasing demand for efficient event logistics. Our customer feedback has consistently highlighted frustrations with parking and traffic. Surveys indicate that a significant number of fans are dissatisfied with the current parking situation. Comparisons with other venues like Citizens Bank Park and Wells Fargo Center reveal that we lag in terms of parking efficiency and convenience. These insights underscore the urgent need for innovation to meet and exceed fan expectations.
Slide 6:
As we delve into the intricacies of our operations, one glaring issue emer
Spain vs Italy Spain at Euro Cup 2024 Group, Fixtures, Players to Watch and M...Eticketing.co
Euro Cup 2024 fans worldwide can book Spain vs Italy Tickets from our online platform www.eticketing.co. Fans can book Euro Cup Germany Tickets on our website at discounted prices.
Akshay Ram on Adobe's Creative Strategy and Execution, the Present and Future...Neil Horowitz
On episode 271 of the Digital and Social Media Sports Podcast, Neil chatted with Akshay Ram, Product Manager for Adobe, who also has a lot of knowledge and insight into sports creative.
What follows is a collection of snippets from the podcast. To hear the full interview and more, check out the podcast on all podcast platforms and at www.dsmsports.net
Results for LtCol Thomas Jasper, Marine, for the 2010 Marine Corps Marathon held October 31, 2010, marking the 35th annual marathon known as "The People's Marathon."
An impressive finishing time of 3:46:39, placing 324th in the Male division ages 40-44.
Euro Cup fans worldwide can book Euro 2024 Tickets from our online platform www.worldwideticketsandhospitality. Fans can book Ukraine Vs Belgium Tickets on our website at discounted prices.
Euro Cup fans worldwide can book Euro 2024 Tickets from our online platform www.worldwideticketsandhospitality. Fans can book Croatia Vs Italy Tickets on our website at discounted prices.
3. FORUM TOPICS ADDRESSED
Four of the five forum topics are addressed in this presentation:
1. The role and responsibilities athletes have beyond the playing field.
2. The ways athletes can serve as educators and advocates to address social
problems within and outside sport.
3. The roles institutions play in providing grounding for athletes to make
connections between athletics, academics and the community.
4. The role and impact of media in how athletes can effect social change.
4. WHAT A PSA IS. WHAT A PSA IS NOT.
A Public Service Announcement is not an
advertisement. An advertisement is intended to
sell a product or service.
A Public Service Announcement is a message that
is intended to impact behavior in a positive way.
These messages are often provided by the media
to the PSA creator at no charge.
Examples of PSA messages you may know include:
Mothers Against Drunk Drivers PSAs, Arbor Day’s
“Plant a Tree” PSAs (sung by John Denver), and
USDA Forest Service fire prevention PSAs featuring
Smokey the Bear.
5. THE ILLINOIS PSA PLAN
Tough Enough, Smart Enough: Tough Enough to make the right choice. Strong
Enough to lead others to do the same.
1) Identify student-athletes that could be trusted to serve as PSA spokespeople.
2) Identify “safe” PSA messages geared toward a younger audience that admires
student-athletes and coaches for a statewide PSA program (stay
healthy, read, don’t do drugs, keep the environment clean, etc.).
3) Create print, radio, TV, and billboard samples.
4) Convince media partners to join the PSA program
5) Distribute PSAs
6) Refresh PSAs multiple times per year to keep the program current and interesting
7) “Renew” Tough Enough, Smart Enough media partners each year
6. HOW STUDENT-ATHLETES WERE
SELECTED FOR PARTICIPATION
In an ideal world, each of the following conditions would be met:
1) Great athlete. You want people to identify with the success of the
spokesperson and transfer positive feelings about them to the message.
2) Great student. You obviously need students that remain eligible; if they are
academic All-America or all-conference team members even better.
3) Great character.
7. THE NON-NEGOTIABLE QUALITY FOR
STUDENT-ATHLETE PSA PROGRAM
PARTICIPANTS
GREAT CHARACTER
You want students who are less likely to have an issue that undercuts the
positive messages of the PSA program.
More importantly, you want people who are less likely to negatively impact
the University and intercollegiate athletics brands as well as their own personal
brand.
Big microphones should be reserved for high character people when big
brands and big PSA campaigns are involved.
8. CREATE A SYSTEM TO IDENTIFY GREAT
CHARACTER STUDENT-ATHLETES
Talk with the intercollegiate athletics academics staff. Why?
1) They have a close relationship with student-athletes.
2) They hear a lot of things in study halls and in other communication
with student-athletes across all sports.
3) They tend to be more neutral than a coach who may want to
promote student-athletes based on athletic performance rather than
considering character.
Talk with the coach. Why?
1) The coach may have insights that the academics staff doesn’t have.
2) The coach should approve the student-athlete participation and
have awareness of it as the manager of that sport.
9. HOW DO YOU FILTER THE
PARTICIPATION OF YOUR
MAJOR SPORT COACHES?
In many cases, you may not be allowed to do so.
They are your coaches. You need to promote your major programs. Because
this program can have powerful reach if properly executed, you will likely feel
pressure to include a major coach even if he/she has a troubled past. Unless
a major coach has had a very recent public issue that is still a hot topic, the
AD will likely expect to see them participate in the program.
And, perhaps, so will the coach!
If you have major coaches with a major history of PR problems, then it may not
be the right time to start a PSA program of this nature at your school.
10. GREAT MARKETING BENEFIT FOR
NON-REVENUE SPORTS
PSA programs give you a chance to create a significant media presence for
non-revenue sports that marketing departments may not be able to justify to
athletic directors when you have to buy an advertisement.
This allows non-revenue sport figures to build their personal brands. It could
also enhance attendance at these sports.
11. SCOTT LANGLEY: NCAA CHAMPION
Scott Langley was the NCAA
Champion in men’s golf. Yet, it was
challenging to justify buying ads to
promote men’s golf from a
cost/benefit standpoint.
However, Langley was a high
character student-athlete with
name recognition. Tough
Enough, Smart Enough allowed
Langley to receive some of the
exposure he deserved.
12. JANET RAYFIELD: SOCCER COACH
Janet Rayfield has appeared in the
NCAA Tournament 10 times in 12
seasons at Illinois including 3 Sweet
Sixteens. However, it is challenging
to justify giving women’s soccer the
same advertising exposure as
football or men’s basketball from a
cost/benefit standpoint. Tough
Enough, Smart Enough levels the
exposure playing field.
14. THE MEDIA RESPONSE TO
TOUGH ENOUGH, SMART ENOUGH
PARTICIPATION REQUESTS
After seeing the PSA option related to their media format and learning about
the program, 87 partners across the state of Illinois opted to participate:
1) 55 radio partners including Chicago’s WGN 720 AM, WSCR 670 AM
“The Score” and WIND 560 AM
2) 23 newspaper partners
3) Adams Outdoor Advertising in Champaign and Peoria
4) 7 television partners including the Big Ten Network, WGN, and
Comcast cable.
15. ALLOW YOURSELF TO GUESS HOW MUCH
ADVERTISING VALUE THE UNIVERSITY OF ILLINOIS’
TOUGH ENOUGH, SMART ENOUGH PSA
CAMPAIGN EQUATED TO IN THE FIRST YEAR.
KEEP IN MIND, ILLINOIS DIDN’T BUY A SINGLE
ONE OF THESE PSA PLACEMENTS.
17. ARE THERE ANY POSSIBLE NEGATIVES
THAT COULD OCCUR WITH A PSA
PROGRAM OF THIS NATURE?
The biggest threat exists in poor student-athlete selection for
a major branding initiative like a PSA program or large-scale
advertising program.
You would not want to select a current or former student-athlete to appear on
a billboard because of his/her pro sports or Olympic potential if that student-
athlete had a history that indicated possible risk.
18. AVOIDING A RISKY
STUDENT-ATHLETE SELECTION
Josh Brent played at Illinois when Tough Enough, Smart Enough started. He
was a NFL prospect. But, two years before the program started,…
19. THE DECISION WAS EASY
The Illinois intercollegiate athletics staff liked Josh
Brent. We also thought he was a legitimate NFL
prospect. But the marketing department did not
even consider taking Josh’s name to academics or to
the coach because of this incident.
The risk was too high and it was not necessary.
20. After the Tough Enough, Smart Enough Program was in place, Illinois
decided to create a statewide paid advertising campaign called
“Illinois: Our State. Our Team” to brand the intercollegiate athletics
program.
21. Among the student-athletes selected to appear in the new
billboard campaign was Josh Brent.
He was now a member of the Dallas Cowboys along with
former Illinois football player Jerry Brown.
The press release about the new billboards went out on Dec.
6, 2012.
22. THE VERY NEXT NIGHT (INTO THE
EARLY HOURS OF DEC. 8)…
Former Illinois
player Jerry
Brown died in
a car crash in
which Josh
Brent was
driving while
intoxicated.
Brent was
driving without
a license from
his prior DUI.
23. TOUGH ENOUGH, SMART ENOUGH
IMPACT FROM THE BRENT INCIDENT
The incident did not directly impact the Tough
Enough, Smart Enough campaign because Josh Brent
was not involved in the PSA program.
This was due to the steps that had been implemented
to prevent a choice that would risk the program.
These steps clearly should have been applied to all
advertising associated with such a major brand.
24. PSA PROGRAMS:
GREAT REWARD, GREAT RISK
PSA program rewards are great.
1) Illinois was able to put its brand in 87 media outlets sharing positive
messages to people throughout the Land of Lincoln.
2) Hopefully some kids were positively impacted by these messages.
3) The PSA value (if purchased) exceeded $1 million in year one.
4) Non-revenue sport exposure was able to be increased without the
need to justify it in a cost/benefit analysis.
PSA program risks are great.
1) You must be careful selecting your PSA campaign participants.
2) You can reduce this risk by taking an educated approach to PSA
candidate selection and including multiple voices in the process.
25. REFERENCES
Associated Press with Pantagraph Staff (2009, June 11). CCHS grad, Illini DL Josh Brent jailed after DUI
guilty plea. Retrieved March 20, 2014 from http://www.pantagraph.com/sports/college/illinois/cchs-
grad-illini-dl-josh-brent-jailed-after-dui-guilty/article_73a62f86-f112-5637-a6eb-45c3f08d3458.html
Associated Press (2012, Dec. 8). Dallas Player Dies in Crash; A Teammate is Charged. Retrieved
March 20, 2014 from http://www.nytimes.com/2012/12/09/sports/football/cowboys-josh-brent-
charged-in-teammates-death.html?_r=0
University of Illinois (2011, Jan. 5). Tough enough smart enough scores big. Retrieved March 20, 2014
from http://www.fightingillini.com/genrel/010511aaa.html
University of Illinois (2012, Dec. 6). Illinois Launches Statewide Billboard Program. Retrieved March
20, 2014 from http://www.fightingillini.com/genrel/120612aaa.html
University of Illinois (2013). Tough enough smart enough. Retrieved March 20, 2014 from
http://www.fightingillini.com/toughenough/
USDA Forest Service (2011, June 29). Smokey Bear returns to remind Americans…”Only you can
prevent forest fires.” Retrieved March 20, 2014 from
http://multivu.prnewswire.com/mnr/adcouncil/50581/