Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Campaign Presentation: Do It Legally

833 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
  • Be the first to comment

  • Be the first to like this

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

×