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Highwire Brand Studio Fall 2017
- 1. Highwire Brand Studio Group A Emma Ciesick, Michelle Gargano, Bradley Harris, Meghan Harris, Erika Lee, Arthur Newberry, Libby Swofford
- 2. The Challenge Create a campaign that reduces the amount of high risk drinking on Miami’s campus. Introduction
- 3. Why is this a problem? Personally affecting students ∙ Physical health Introduction
- 4. Why is this a problem? Personally affecting students ∙ Physical health ∙ Decision making ability Introduction
- 5. Why is this a problem? Personally affecting students ∙ Physical health ∙ Decision making ability ∙ Impact on education Introduction
- 6. Why is this a problem? Affecting our peers ∙ Influencing others’ drinking behavior Introduction
- 7. Why is this a problem? Affecting our peers ∙ Influencing others’ drinking behavior ∙ Isolating non-drinkers Introduction
- 8. Why is this a problem? Affecting the community ∙ Constraining community resources ∙ Ambulances, paramedics, emergency room Introduction
- 9. Why is this a problem? Affecting the community ∙ Constraining community resources ∙ Ambulances, paramedics, emergency room ∙ Reputation Introduction
- 10. Why is this a problem? Affecting the community ∙ Constraining community resources ∙ Ambulances, paramedics, emergency room ∙ Reputation ∙ Property crime Introduction
- 11. Insight Development Personal Experiences ∙ Bartending Introduction
- 12. Insight Development Personal Experiences ∙ Bartending ∙ Resident Assistant Introduction
- 13. Insight Development Personal Experiences ∙ Bartending ∙ Resident Assistant ∙ Greek Life Introduction
- 14. Insight Development Personal Experiences ∙ Bartending ∙ Resident Assistant ∙ Greek Life ∙ Miami Students Introduction
- 15. Insight Development In-Depth Interviews ∙ Students of all years (Greek and Non-Greek) Introduction
- 16. Insight Development In-Depth Interviews ∙ Students of all years (Greek and Non-Greek) ∙ Resident Director Introduction
- 17. Resources In-Depth Interviews ∙ Students of all years (Greek and Non-Greek) ∙ Resident Director ∙ Sorority Resident Assistants Introduction
- 18. Introduction
- 19. Introduction
- 20. Insight College students high-risk drink in order to feel validation. Insight
- 21. Validation Recognition of others feelings and behaviors as “acceptable.” Insight
- 22. Validators ∙ Social media “likes” ∙ Social affirmation ∙ Being liked by others ∙ Hookup culture Insight
- 23. Target Market Underclassmen sorority women living in dorms. Insight
- 24. Why This Target Market? ∙ About 1 in 3 women are sorority women at Miami. Insight
- 25. Why This Target Market? ∙ About 1 in 3 women are sorority women at Miami. ∙ Close proximity Insight
- 26. Why This Target Market? ∙ About 1 in 3 women are sorority women at Miami. ∙ Close proximity ∙ High-stakes peer pressure in a pregame environment. Insight
- 27. Why This Target Market? ∙ About 1 in 3 women are sorority women at Miami ∙ Close proximity ∙ High-stakes peer pressure in a pregame environment ∙ They’re influencers on campus. Can cause chain reactions through other groups Insight
- 29. About Our Target Market Behaviors ∙ Involved in Greek life ∙ Goes out around 3x a week ∙ Heavy social media user Insight
- 30. About Our Target Market Traits ∙ Extroverted and social ∙ Desire to be a part of the larger group Insight
- 31. About Our Target Market Goals ∙ The ideal college experience ∙ Making the most out of times with friends Insight
- 32. About Our Target Market Frustrations ∙ Feels like she needs approval and cares about what other people think. Insight
- 33. About Our Target Market Motivation ∙ Affirmation from their friends. Insight
- 34. Target Market Survey Results 100 sorority members surveyed Relate to our target market Know someone who relate to our target market Insight
- 36. Strategy Strategy Structure a typical night out in a way that maximizes validators and minimizes drinking.
- 37. Timeline in Phases ∙ Touchpoints Strategy
- 38. Timeline in Phases ∙ Touchpoints ∙ Right message for the right mindset Strategy
- 39. Timeline in Phases ∙ Touchpoints ∙ Right message for the right mindset ∙ Specific Validators Strategy
- 40. Phase 1: Dinner time little to no drinking light drinking high risk drinking Strategy Phase 1: Dinner Phase 3Phase 2 Phase 4
- 41. Phase 2: Pregame time little to no drinking light drinking high risk drinking Strategy Phase 1 Phase 3Phase 2: Pregame Phase 4
- 42. Phase 3: Walking Uptown time little to no drinking light drinking high risk drinking Strategy Phase 1 Phase 3: Walking UptownPhase 2 Phase 4
- 43. Phase 4: Uptown time little to no drinking light drinking high risk drinking Strategy Phase 1 Phase 3Phase 2 Phase 4: Uptown
- 44. Phase 4: Uptown time little to no drinking light drinking high risk drinking Strategy Phase 1 Phase 3Phase 2 Phase 4: Uptown
- 45. Phase 1: Dinner Location: Dining Halls Current Behaviors: ∙ Making plans for the night ∙ Feeling eager and excited ∙ Rushing through dinner Phase 1: Dinner Phase 3Phase 2 Phase 4 Strategy
- 46. Phase 1: Dinner Location: Dining Halls Desired Behaviors: ∙ Taking time to eat dinner ∙ Relaxing with friends ∙ Using dinner as a time to make memories rather than viewing it as a forced activity Phase 1: Dinner Phase 3Phase 2 Phase 4 Strategy
- 47. Phase 2: Pregame Location: Sorority Dorms Current Behaviors: ∙ Mixed drinks & shots ∙ Drinking alone in dorm or room hopping ∙ Hyping each other up ∙ Drinking to “keep up,” with the rest of the group Phase 1 Phase 3Phase 2: Pregame Phase 4 Strategy
- 48. Phase 2: Pregame Location: Sorority Dorms Desired Behaviors: ∙ Eliminate idea of drinking to keep up with your friends. ∙ Doing things other than drinking to occupy your time. ∙ Using this time to make memories by doing other activities with your sisters. Phase 1 Phase 3Phase 2: Pregame Phase 4 Strategy
- 49. Phase 3: Walking Uptown Location: SLANT walk, Central quad Current Behaviors: ∙ Buzzed ∙ Walking in packs ∙ Drinking to-go ∙ Trying to get uptown as fast as possible Phase 1 Phase 3: Walking UptownPhase 2 Phase 4 Strategy
- 50. Phase 3: Walking Uptown Location: SLANT walk, Central quad Desired Behaviors: ∙ Slow down the walk uptown ∙ Hold out on alcohol ∙ Reflect on actions thus far ∙ Interact with other validators Phase 1 Phase 3: Walking UptownPhase 2 Phase 4 Strategy
- 51. Phase 4: Uptown Location: Bars Current Behaviors: ∙ Drinking in groups ∙ Fully intoxicated from pregame and drinks uptown ∙ Meeting up with more people and creating larger groups Phase 1 Phase 3Phase 2 Phase 4: Uptown Strategy
- 52. Phase 4: Uptown Location: Bars Desired Behaviors: ∙ Retain ability to make smart and safe choices ∙ Being safe with friends ∙ Talking to their friends more, having fun, making memories they will remember Phase 1 Phase 3Phase 2 Phase 4: Uptown Strategy
- 53. Implementation Get Panhellenic on board ∙ will encourage sororities Panhellenic delegate “The Initiative” Strategy
- 57. Messaging Enjoy the time spent with their sisters
- 60. Remember These Moments It’s as simple as being present ∙ Recognize the moments you are in ∙ Times you will talk about years from now Messaging
- 61. Remember These Moments Resonates within sorority culture ∙ Based upon enjoying your life, your experiences and the people around you ∙ Acts as a catchy tagline but also a call to action ∙ Allows for flexibility Messaging
- 63. Tactics Tactics
- 65. Phase 1: Dinner Phase 3Phase 2 Phase 4 Tactics
- 66. Phase 1: Dinner Phase 3Phase 2 Phase 4 Tactics
- 67. Phase 1: Dinner Phase 3Phase 2 Phase 4 Tactics
- 69. Phase 1 Phase 3Phase 2: Pregame Phase 4 Tactics
- 70. Phase 1 Phase 3Phase 2: Pregame Phase 4 Tactics
- 71. Phase 1 Phase 3Phase 2: Pregame Phase 4 Tactics
- 72. Phase 3: Walking Uptown Tactics
- 73. Phase 1 Phase 3: Walking UptownPhase 2 Phase 4 Tactics
- 74. Phase 1 Phase 3: Walking UptownPhase 2 Phase 4 Tactics Phase 1 Phase 3: Walking UptownPhase 2 Phase 4 Tactics
- 75. Phase 1 Phase 3: Walking UptownPhase 2 Phase 4 Tactics Phase 1 Phase 3: Walking UptownPhase 2 Phase 4 Tactics
- 77. Phase 1 Phase 3Phase 2 Phase 4: Uptown Tactics
- 78. Phase 1 Phase 3Phase 2 Phase 4: Uptown Tactics
- 79. Phase 1 Phase 3Phase 2 Phase 4: Uptown Tactics
- 80. Phase 1 Phase 3Phase 2 Phase 4: Uptown Tactics
- 81. Phase 1 Phase 3Phase 2 Phase 4: Uptown Tactics
- 83. Why Will This Be Effective? ∙ FOMO—Fear of Missing Out ∙ Targets specific behaviors ∙ Relevant to the target market ∙ Eliminates guilt of participating in college culture Effectiveness
- 84. How Will it be Measured? ∙ Number of incidents reported with undergraduates ∙ Ambulance runs ∙ Students admitted to hospital ∙ Number of students needing Good Samaritan care ∙ Social Media traffic at the walls with tags Effectiveness
- 85. Conclusion We cannot simply stop sorority women (or any students) from drinking completely. Instead, we should give them messaging that will allow them to pause, step back, evaluate the situation and remember these moments. Our campaign aims to influence sorority women to take the message into their own hands and feel more connected to the movement. Effectiveness
- 86. Thank You!