This campaign was developed for the Stillwater Police Department in Oklahoma to help prevent auto and property theft.

1. LOCK IT
LOSE IT
or
Strategic Communication Plans Book

2. Table of
Contents
Meagan Taylor
Nancy O’Neal
Kacey Caldwell
Leah Roberts
THE TEAM
EXECUTIVE SUMMARY........................2
SITUATION ANALYSIS......................3-4
SWOT ANALYSIS................................5
TARGET MARKET...............................6
RESEARCH........................................7
OBJECTIVES & STRATEGY....................8
CREATIVE.....................................9-10
BUDGET..........................................11
MEDIA...........................................12
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3. Executive
Summary
THE SITUATION
The University of Central Oklahoma School of
Criminal Justice researched auto and property
theft in the city of Stillwater, OK to gather more
detailed information about property crimes
including burglary, theft from vehicle and vehicle
theft. Through their research they found that the
majority of these types of crimes in Stillwater can
be prevented simply by locking vehicles.
The School of Criminal Justice at the University
of Central Oklahoma has partnered with the City
of Stillwater Police Department, Oklahoma State
University Police Department, and the Payne
County District Attorney to reduce the loss of
valuable property resulting from auto burglary
in Stillwater. The Stillwater Police Department
and the UCO School of Criminal Justice have
been given a grant from the Center for Innovative
Solutions to fund an awareness campaign. Our
motivations behind creating the “Lock it or Lose
it” campaign are to raise awareness of the crime
in Stillwater and how it is preventable, along with
encouraging drivers to take simple precautions to
help prevent crime and victimization and to
reduce the crime rate in Stillwater.
WE WILL
Achieve a
minimum level of
75% reach against
the target audience
within the
campaign period.
Achieve a minimum frequency level of 4.0
against the target audience, over each 5
month period of advertising.
Decrease crime in Stillwater
Show the targets the risks and rewards for
locking their vehicles.
Provide ways for our targets to easily
remember to lock their vehicles.
Create memorable iconic images that will
be easily recognizable and stay in the
target’s mind.
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4. Situation
Analysis
COMPANY ANALYSIS
SCHOOL OF CRIMINAL JUSTICE
The University of Central Oklahoma established
the criminal justice program in the state in 1974.
In the fall of 2010 the School of Criminal Justice
was created with the continuing objective of
providing criminal justice students with a quality
education and transforming academic excellence
into professional success.
STILLWATER POLICE DEPARTMENT
The Stillwater Police Department provides quality
services to the citizens of the city, and their work
has caused the community to be twice named one
of the safest cities in the United States. The Vision
of the Stillwater Police Department is an enhanced
quality of life for those they serve through
excellence in law enforcement activities. The
Stillwater Police Department’s mission is to
protect life, liberty, property and preserve the
peace in the City of Stillwater
PRODUCT ANALYSIS
The service reminds citizens of Stillwater to
lock their vehicles and to make them aware
of the dangers of criminals in the area that
could potentially steal their property. The
services provided by the SPD are of high
quality, but need to be supplemented with the
awareness of the Lock it or Lose it campaign
in order to be more effective and lower the
crime rates in Stillwater.
“The services provided by the
SPD are of high quality, but need
to be supplemented”
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5. Situation
Analysis
MARKET ANALYSIS
Nationally there have been several
campaigns of this nature carried out
by police departments in their
respective areas and communities.
However this is a new venture for The
SPD and the UCO School of Criminal
Justice.
Currently, there are not any other services of this kind in
direct competition with the Stillwater Police Department
and the UCO School of Criminal Justice in the Stillwater
area. That being said, the competition we do face is a little
on the less traditional side. Criminals make up our most
significant competition. Their actions are both the cause
of the high crime rates and the hindrance of our cause.
Other factors that compete with Lock it or Lose it include
distractions to community members, misinformation, and
lack of community participation.
COMPETETIVE ANALYSIS
Our consumers are often too busy or distracted to lock
their cars. They feel comfortable in their community and
lack awareness of the high crime rate and risk of leaving
their cars unlocked. They have a need for a community
safe from auto and property theft. We will meet their need
by providing methods to remind them to lock their cars.
CONSUMER ANALYSIS
“Our consumers are
often too busy or
distracted to lock
their cars.”
4

6. SWOT
Analysis
STRENGTHS
WEAKNESSES
OPPERTUNITIES
THREATS
The Stillwater Police Department is an
effective agency and are capable of aiding our
campaign.
We have the advantage of a small target
market that will be easier to reach.
There are no programs of this kind directly
competing for the attention of our targets.Our budget is limited compared to our goals.
The campaign time-frame is short.
Our targets are preoccupied and easily
distracted.
There is a need for the campaign due to high
crime rate. The demand is there, now we have
the opportunity to meet the demand.
Lock it or Lose it serves a good cause. This
program will provide a valuable service to the
community.
We have an opportunity to create awareness
and educate community members.
This campaign will provide an example for
other communities.
People don’t generally care about public
service campaigns.
Community members might not be willing to
participate in the program or help the police
to monitor suspicious behavior.
Criminals might have the perception that
Stillwater is an easy target.
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7. Target
Market
We will concentrate Message Delivery to Stillwater Residents, ages 18-50,
with a range of household incomes, who live in apartments and houses.
Target markets are college students living on low income, young
families residing in apartments with busy lifestyles, and older families
living in single-home neighborhoods. Each of these markets live in
specific hot-spot crime areas designated in the research. Our aim is to
effectively reach targets in these areas and prevent criminals from
accessing vehicles in these areas.
FAST-PACED STUDENT BUSY PARENT SINGLE-FAMILY HOUSE RESIDENTS
Joshua is a
college student
at OSU that lives
in an apartment
with two
roommates. He
attends school
full time and works a part time
job. He is busy and doesn’t have
time to think about a lot of
practical things, including locking
his car. Joshua is always looking
for ways to simplify his lifestyle.
Reinforcement out of home
advertising is the perfect way to
remind busy college students to
lock their cars.
Carol is a 30
year old single
mother with two
kids. She works
often and is a
busy mom. She
is conscious
about locking her car, but occa-
sionally forgets when caught up
in taking care of her kids. Carol
is always on a tight schedule and
since she already has a lot on her
plate, she doesn’t like to deviate
from her routine. Having a
tangible object in the car with
Carol to remind her to lock her
car would help her form the
habit of locking her car.
Sue and Charles
are in their
60’s living in a
single-family
home in Stillwa-
ter. They are a
couple living a
leisurely lifestyle. They don’t
often think about locking their
cars because they believe their
neighborhood is safe. Sue and
Charles value the quality and
safety of their community. A
public service announcement
about the crime in Stillwater
and how to prevent it would
help them keep crime out of
their neighborhood. 6

8. Research
Over the duration of twelve months the School of Criminal Justice
conducted comprehensive research to gather more detailed information
about property crimes including burglary, theft from vehicle and vehicle
theft. After analyzing this research we wanted to dig deeper - to determine
why community members were not locking their cars and how we could
convince them to change their behavior. Our research consisted of the
results from the Automated Tactical Analysis of Crime and consumer
insight surveys.
THE QUESTIONS WE NEEDED ANSWERED
Why do people not lock their cars?
Why do thieves target Stillwater?
Where to our target markets live?
What kind of media will best reach our
target audience?
How can we encourage people to lock
their cars?
of auto and property crimes happen at night.66%
86% of break-ins were in residential areas.
93% of the cars broken into are unlocked.
367 break-ins happened during one year.
PRIMARY REASONS CARS ARE UNLOCKED
1. 2.They get distracted and forget to lock
their car.
They believe there is no reason to lock
their car, they believe their neighborhood
is safe enough to leave the car unlocked.
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9. Objectives
Strategies
MARKETING OBJECTIVE
Our main marketing objective is to create a
shell campaign for the Stillwater area that can
be run in other cities across the country. Since
the campaign is for awareness, effectiveness
will be hard to measure. We hope to raise
awareness with the residents of Stillwater,
specifically those people in the hot-spot areas,
and ultimately prevent car and property theft
by reminding people to lock their vehicles.
MARKETING STRATEGY
In order to raise awareness of vehicle burglary
and remind people to lock their cars, we intend
to use a few different marketing strategies.
To raise awareness for the campaign, we will
be issuing PSA’s on the radio and TV, setting
up interviews with local news programs, and
using social media tools, such as Twitter and
Facebook. To remind people to lock their cars,
we will create PELP cards, door hangers, yard
signs, keychains, air fresheners, and other
promotional items to remind people while they
are in their vehicle.
ADVERTISING OBJECTIVE
We want to reach pros-
pects in situations when
they need to remember to
lock their car, primarily
while they are in their car
or about to leave it. Also,
raising awareness of the
increasing crime rate in
Stillwater and decreasing the crime rate by
lowering the amount of unlocked vehicles.
STRATEGY
There are two primary reasons people don’t
lock their cars. The first reason is that they
simply forget to lock their car, the second is
that they don’t feel like they need to. We will
address the first issue by reminding people to
lock their vehicles by reaching them in times
and situations when they need to remember
to lock their cars. We will address the second
problem by raising awareness and educating
people in the Stillwater area about the dangers
of leaving your vehicle unlocked.
8

10. LOCK IT
LOSE IT
or
Creative
PROMOTIONAL ITEMS
LOCK IT
LOSE IT
or
These promotional items are tangible reminders for out prospects.
These items are visible to the driver, and an easy way to reinforce
the message of Lock it or Lose it and keep it on their minds.
LOCK IT
LOSE IT
or
AIR FRESHENER
STICKER
KEYCHAIN
9

11. Creative
PRINT
HELP US HELP YOU.
LOCK IT
LOSE IT
or
A Stillwater Police Department Public Service
HUNDREDS OF CARS ARE BROKEN
INTO IN STILLWATER EVERY YEAR.
LOCK IT
LOSE IT
or
93% of those cars
are unlocked.
A Stillwater Police Department Public Service
CRIME IS IN YOUR
NEIGHBORHOOD
LOCK IT
LOSE IT
or
of the cars broken into in this
area are unlocked.
of these incidents happen at
night.
of these crimes were
committed in a residential area.
93%
60%
86%
A Stillwater Police Department Public Service
Help us prevent property thefts in Stillwater.
We will utilize print
media to educate our
prospects about Lock
it or Lose it. Items will
include yard signs to
be placed in medians
around town, informa-
tion cards to be placed
on vehicles with the help of the boy scouts and
posters to be placed on community boards
around town.
10

12. Media
PROMOTIONAL
Bumper sticker
Keychains
Air Fresheners
Window Cling
TRADITIONAL OUT-OF-HOME
Radio Spots
Informational Cards
PSA on big screen at football
games- video of people going
through the parking lots checking
car doors.
Yard signs
DIGITAL & SOCIAL
twitter & facebook
online video
REACH AND FREQUENCY
GEOGRAPHY
SEASONALITY
Achieve a minimum level of 75%
reach against the target audience
within the campaign period. Achieve
a minimum frequency level of 4.0
against the target audience, over each
5 month period of advertising.
Will reach the city of Stillwater ages
18-55. Local media will be used.
Steadily utilizing radio advertising
8 times per week throughout the 5
month campaign.
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13. BudgetThe goal is to utilize media expenditures
to the fullest given the low budget.
2000 KEYCHAINS...............................................$640.00
250 AIR FRESHENERS.........................................$422.50
1000 STICKERS..................................................$380.00
RADIO............................................................$2400.00
INFORMATIONAL CARDS.....................................$200.00
YARD SIGNS......................................................$500.00
COMMUNITY POSTERS........................................$250.00
SOCIAL MEDIA TRAINING....................................$200.00
TOTAL............................................................$4992.50
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