Campaign Presentation: Do It Legally

824 views

Published on

My ADPR 5950/7950 PR campaigns team who planned the Do It Legally campaign to fight illegal downloading on campus at UGA gave their client presentation on April 15. A video of the students presenting is available at http://www.viddler.com/sweetser/videos/24/ .

Published in: Travel
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
824
On SlideShare
0
From Embeds
0
Number of Embeds
15
Actions
Shares
0
Downloads
6
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Campaign Presentation: Do It Legally

  1. 2. <ul><li>Problem facing College Campuses </li></ul><ul><li>Legislation Enacted </li></ul><ul><li>RIAA </li></ul><ul><li>The University of Georgia </li></ul>
  2. 3. <ul><li>Surveys </li></ul><ul><li>Legal Alternative Options </li></ul><ul><li>Focus Groups </li></ul><ul><li>Content Analysis </li></ul><ul><li>Case Studies of Other Schools </li></ul>~ Academic Research (12 articles) ~ Media Coverage (84 articles from College Newspapers) To fully assess the current climate regarding illegal downloading and the attitudes towards potential consequences on the UGA campus
  3. 4. Message Testing -Apparent knowledge of Ruckus - Knowledge of legal issues - Simply economical to download illegally <ul><li>Exploratory Research and Brand Testing Results </li></ul><ul><li>- No illegal downloaders? </li></ul><ul><li>- Orientation messages </li></ul><ul><li>Overwhelming iTunes usage </li></ul>“ I know there are hundreds or millions of people illegally downloading and I am downloading so few. It is not anything. ” - Student in Russell Hall Focus Group
  4. 5. Key Messages ~ Education through real consequences ~ Honest not intimidating ~ Approachable and authentic Key Messages ~ a “cool factor” approach ~ legal alternatives are superior to illegal options ~ promoting attractive legal alternatives
  5. 6. Monday: Chapter Presentations Tuesday: Panel Discussion Tuesday-Thursday : Classroom Presentations and Dining Hall Promotional Events Friday : Campaign Promotion at Yung Joc concert, Black Lips concert and Girl Talk show To plan and execute a campaign “ push week” Goal: To inform UGA students that illegal downloading is an unacceptable behavior
  6. 7. Goal: To inform UGA students that illegal downloading is an unacceptable behavior Tactics to generate traditional media coverage: - Press Releases to relevant newspapers Tactics to generate social media coverage of the campaign events and messages: - Pitch to Blogs - Twitter - Campus Listservs
  7. 8. Goal: To inform UGA students that illegal downloading is an unacceptable behavior Tactics to promote the campaign through social media outlets: ~ Campaign Web site ~ Twitter ~ Campaign Blog ~ Facebook group ~ Online Videos Tactics to promote the campaign though traditional publicity materials ~ Informational rack cards ~ Branded campaign T-shirts and posters
  8. 9. Goal: To promote legal media downloading programs to UGA students To increase student awareness of Ruckus, as an indicator of legal alternatives, by at least 5 percent by the end of the campaign To increase the percentage of UGA student subscriptions to Ruckus, as an indicator of use of legal alternatives, by 5 percent by the end of the campaign
  9. 10. Goal: To promote legal media downloading programs to UGA students - Direction of traffic to Facebook and Web site for information in all presentations and media materials - Inclusion of legal alternative information on Facebook group and Web site - Giveaways and information from legal alternatives
  10. 11. <ul><li>Social Media </li></ul><ul><li>- 233 Facebook Group Members </li></ul><ul><li>289 unique visitors to campaign Web site (with 1,000 views) </li></ul><ul><li>More than 3,200 page views at Uga.edu/doitlegally </li></ul><ul><li>- 27 followers on Twitter </li></ul>- More than 3,300 Face to Face impressions with UGA students during Push Week - 1,700 impressions through traditional and social media publicity materials Panel Discussion - More than 1,100 potential social and online media impressions about panel event - More than 70,000 potential traditional media impressions about panel event - 90 Students attended Panel
  11. 12. + 20.7% 45.2% 24.5% Familiarity with Ruckus + 18.8% 62.4% 43.6% Familiarity with Rhapsody + 25.5% 82.8% 57.3% Familiarity with Napster + 21.4% 55.9% 34.5% Familiarity with Wal-mart Music + 18.7% 38.7% 20% Familiarity with Pandora + 15.8% 73.1% 57.3% Use of iTunes + 15.5% 35.5% 20% Use of Amazon Difference Post-Campaign Survey Pre-Campaign Survey Program:
  12. 13. - 1.24 - 1.88 - 2.83 - 0.93 - 1.46 Difference 2.42 3.74 Even though I hear of people being fined for illegal downloading, I plan to continue downloading. 2.18 4.06 I really do not believe I can get in real trouble for downloading illegally. 1.55 4.38 I download media illegally using a UGA Internet connection. 2.53 3.46 I download media even though I know it is illegal. 2.44 3.90 I plan to continue using programs like Limewire or Kazaa to download music for free. Post-Campaign Survey Pre-Campaign Survey Survey Measure
  13. 14. Recommendations - General - Face to Face Impressions - Social and Online Media - Campaign Web site - Events

×