2. Table of Contents Northwood Advertising
At Northwood Advertising,
Executive Summary .......................................................................................... 2 we all have one common
goal, and that is to accom-
Situation Analysis .............................................................................................. 3 plish any objective thrown
Research Objectives ......................................................................................... 5 our way. We recognize a
unique element within our
Secondary Research ......................................................................................... 6 agency that promotes cre-
ative and precise solutions
Primary Research ............................................................................................... 8
to the ever changing world
Target Market ......................................................................................................10 of advertising. It is what
drives us to complete a task
Problems/Opportunities (Binge Drinking) ...............................................14 no matter what the cost.
We have faith in who we
Creative Strategy ...............................................................................................15
are and what we do. More
Creative Executions ..........................................................................................16 importantly we have faith in
one another.
Creative Evaulation ...........................................................................................26
Each of us enter as
Media Strategy ...................................................................................................28
individuals but emerge as
Budget ...................................................................................................................29 part of a unified and dedi-
cated team. This is what
Campaign Flight Plan.......................................................................................32 led us to become one team:
Northwood Advertising.
1

3. Executive Summary
What is a
Tipping Point? Northwood Advertising has developed an IMC plan that will
reinvent the social perception of binge drinking among 18-24 year
Tipping Point olds. Our campaign will create and shift the tipping point of binge
(tip-ping point) noun
drinking from its current perception of being accepted and “cool”
to being a negative aspect of a person’s social image. Our cam-
1) The level at which
the momentum for
paign will be implemented through digital, both traditional and
change becomes nontraditional media, as well as through promotional initiatives.
unstoppable. Instead of interrupting what interests them, our message will be-
come what interests them.
2) The culmination
of a build-up of small Objectives
changes that affects
a big change. • To increase awareness of the dangers of binge drinking
among our target market
• To have a clear understanding of when and where the
problem occurs and execute the message accordingly
• To drive and retain users to the website
• To create a tipping point with the social perception of binge
drinking
2

4. Situation Analysis
For over 10 years, The Century Alcohol 101 Plus™ is a pro-
Council has worked with the gram that has already been
community to create innova- implemented by The Century
tive strategies to combat drunk Council. It encourages college
driving and underage drinking students to make responsible
across the nation. They are now decisions pertaining to alcohol.
aiming to combat binge drink- Due to the similar objectives of
ing on campus communites both our campaign and
and promote responsible deci- Alcohol 101 Plus™ we decided
sion making regarding alcohol. to put extra emphasis on
They work with all members of understanding the Alcohol
the community, including: law 101 Plus™. The following is our
enforcement, public officials, assessment of the strengths,
educators, parents, and weaknesses, opportunities, and
students. threats of Alcohol 101 Plus™.
3

5. Situation Analysis
Strengths Opportunities
S
NA LYSI • Provides information and tips to • Have direct links to Alcohol 101 Plus
OT A
prepare college students for from social media website.
SW drinking situations.
• Broken into four segments; first-year
• Provide a sleeker web design,
incorporating videos that spark
students, greek life, athletes, and curiosity.
judicial policy offenders. • Providing the user a choice to make
a smart decision, instead of telling
Weaknesses the user what not to do.
• At first glance, the user is • Interactive virtual campus can be a
bombarded with messages about larger aspect of the website, with
drunk driving and underage alternative aerial view of the
drinking. campus.
• Appears to feature two different • Updated and user created videos for
websites user interaction.
• One provides information about
the initiative, while the other is Threats
the actual “virtual campus” • Alcohol and liquor commercials
• Interactive virtual campus is not a continue to appeal to younger
big enough aspect of the website. audiences.
• Video college skits appear too • Younger audiences are more
staged, and too formal, talking down attracted to the “thrill” of drinking as
to the user. opposed to the dangers of drinking.
4

6. Research Objectives
• To obtain a clear definition
of what binge drinking is.
• To better understand:
• Where/When/Why
binge drinking
occurs.
• Who is the binge
drinker?
• To understand the driving
force of binge drinking.
• To understand the lifestyle
and mindset of the target
market and the most
effective and efficient ways
to reach them.
5

7. Secondary Research
Environmental Factors
WHO: WHEN:
• Students are 11% more • Greek Organizations: • Fall
likely to binge drink when • 86% of fraternity residents binge • Welcome Week
there is a high • 80% of sorority members who live • Tailgating
concentration of liquor in chapter houses binge drink • Halloween
retailers in the area. • Day before Thanksgiving
• Media heavily influences • Athletes:
the social perception of • Students involved in athletics • Winter
drinking within our target are one and a half times more • Holidays
market. likely to binge drink than other • Greek events including:
• Laws and regulations on students • Pledging
alcohol affect the • Rush parties
community as a whole and • Students attending sporting events: • Superbowl Sunday
can help change social • Students are more likely to drink
norms. at sporting events • Spring
• Americans are bombarded • St. Patrick’s Day
with alcohol advertising. • Students: • March Madness
• Our target market is • Peak times for binge drinking • Spring Break: Florida is the top
conditioned to believe that during the school year are: destination due to price and
binge drinking is a part 1) Spring Break location
of the college culture and a 2) Weeks of Christmas & New • End of school year / final exams
social norm. Year’s
• Drinking is a way of 3) Welcome Weeks (1st three
celebrating multiple weeks of the school year) • Summer
holidays and special
• Fourth of July
occasions.
• Graduation parties
6

8. Secondary Research
WHERE: WHY:
These are the 10 most heavily According to The Century Council, the top
populated regions of college students in reasons for binge drinking are:
the United States. These regions include • Gives people something to do
6 of the top 10 party schools in the na- • Gives people something to talk
tion according to the 2009 Princeton about
Review. • Allows people to have more fun
• Facilitates a connection with peers
1) Los Angeles, CA • Facilitates male bonding
2) Miami, FL • Facilitates sexual opportunities
3) Boston, MA • Facilitates female bonding
4) Chicago, IL
5) New York, NY Key Research Insights
6) Philadelphia, PA
7) Austin, TX • On college campuses 70% of the student body binge drinks.
8) Columbus, OH • 20% of college students are frequent binge drinkers.
9) San Antonio, TX • Binge drinkers consume two-thirds of all alcohol sold in the U.S.
10) Detroit, MI • Throughout the school year there are specific occasions when students are
more likely to participate in binge drinking.
Drinking Environments • Focus should be emphasized on Greek organizations, athletes,
• Tailgates/Sporting Events athletic fans, and first year students.
• Local Bars
• House/Greek Parties • Specific events throughout the year draw larger drinking crowds.
• Spring Break • There are specific regions where our campaign efforts will have
maximum impact.
• College drinking prevention efforts have done little to slow the overall trend
nationwide, but efforts which have been successful are those that aim at
changing the entire college drinking culture by simultaneously targeting the
student population as a whole; the college and its surrounding environment;
and the individual at-risk or alcohol-dependent drinker.
7

9. Primary Research
During Alcohol Awareness Week, our research team created a root beer pong
tournament available to everyone on campus. The theme and the opportunity to win
prizes drew a large crowd. We viewed this event as a great way to generate
awareness about binge drinking, as well as a perfect opportunity to gather research
about our target market. All participants completed surveys which focused on their
drinking habits.
Males: Females:
• Drink 1-3 days a week • Drink 1-3 days a week
• Majority drink: beer, mixed • Majority drink: mixed drinks, wine,
drinks, and shots shots, and beer
• Very indifferent about drinking • Majority say they don’t drink to get
games drunk
• Think that pre-drinking is • Drink the same amount as friends
essential before going out • Use drinking games to accelerate
• Think that socializing is easier the drinking process
when drunk • Think socializing is easier when
• Days to drink: Thursday, Friday, and drunk
Saturday • Days to drink: Thursday, Friday, and
• While drunk: drunk dialing and Saturday
getting sick • While drunk: drunk dialing, getting
sick, and crying
8

10. Primary Research
Key Insights
Focus Groups When do you drink? Our definition of binge
We conducted five focus groups • Most binge drinking occurs in the drinking: “Someone who
composed of various college students months of August, December, and drinks to get drunk.”
within our target market. After fully May.
analyzing the results we were able to • Binge drinking is most prevalent on There are minor
obtain a definition of what a binge Thursday, Friday, and Saturday nights. differences in drinking
drinker is to our target market. The habits between males
following are some of our key findings: Why do you drink? and females. However,
• The primary reason to drink is for these differences are not
Who or what is a binge drinker to you? social acceptance and a positive significant enough to
• After aggregating our results, we were image among peers. The target alter our strategy to aim
able to generate a concise definition market wants to be perceived as fun at both genders as
of who our target market views as a and fit in amongst their peers. separate market
binge drinker; “Someone who drinks • Other motivations are: to have segments.
to get drunk.” fun, relax, get away from stress,
hang out with friends, or because We found that our
Where do you drink? of boredom. primary research insights
• Most binge drinking occurs at reinforced our secondary
sporting events, Greek life activities, research findings.
bars, house parties, and on college
campuses.
9

11. Target Market
The target market is comprised of
unique and diverse individuals 18 - 24
who pride themselves on self-image,
Socially
relationships, independence, and bright
futures. Their lives are busy and clut-
Linked
Image
tered, leaving them in a constant state
of partial attention.
The target market has grown up in a
fast-paced, ever changing world where Conscious
Key holder to
staying connected to family, friends,
school, you name it, could not be more
significant. Social networking, relation-
ships, and the presence of peer pressure
have a deep impact on their lives. the future
The target market has become accus-
tomed to having their needs met quick-
ly with little patience for delay. Our tar-
get market research has led us to name
our target market the SLICKs. A SLICK is
a socially linked, image conscious, key
holder to the future.
10

12. Target Market
Party Animals opportunity to get drunk and at times
Our extensive research allowed us to can be found drinking alone. Monkeys
obtain a clearer definition of how a are often unaware of the fact that they
SLICK perceives a binge drinker. Due to have a problem; therefore they do not
the diversity of our target market we know they need help. You can find a
have decided that the best way to un- Monkey at just about every party, sport-
derstand them was to differentiate them ing event, and social function on college
into three different market segments of campuses.
Party Animals. The three types of party
animals are... Sheep
The Sheep are the portion of the target
Monkeys market who are social drinkers. Sheep
The Monkeys are the portion most often drink to get a buzz or “loosen
of the target market who are the up” around peers. Sheep claim to be
heavy binge drinkers. The Monkeys more sociable and friendly when they
do not need a reason to drink and they have alcohol in their system, and they
consume alcohol beyond their limits. are the type of drinkers who tend to
They drink to get drunk. Their drinking follow what their peers are doing but
begins to negatively affect other as- can also influence what others do. The
pects of their lives. Monkeys encourage Sheep make up the largest portion of
drinking wherever they go and do not the Party Animals. Their drinking habits
know many other ways of having fun. are mostly under control and they know
They have the tendency to pull Sheep how to drink responsibly; however, that
and Turtles into the binge-drinking is not to say that they aren’t at risk of
problem. Monkeys rarely turn down the binge drinking. Sheep are very image
11

13. Target Market
conscious and can be easily herded by Primary Target Market: Sheep
Monkeys to turn a social night of drink- Our research has concluded that the
ing into binge drinking, depending on primary target market of our campaign
the occasion. Sheep believe that since will be the Sheep. Due to the potentially
they do not drink alone or in excess, influential persona, a message would
they do not have an alcohol problem. need to be created to reach them.
You can also find the Sheep at every
Our goal for reaching the primary target
party, sporting event, and social func-
market is to create the tipping point
tion around a college campus.
when the Sheep shift from the influ-
enced to the influencers.
Turtles
The turtles are the portion of the target This goal is obtainable because they are
market who rarely drink, and when they already willing to participate in both
do it is in safe moderation. Their life- extremes of drinking. Making the non-
styles, values, past experiences, etc. have dangerous side of drinking more attrac-
taught them other means of having fun tive will pull the Sheep from the influ-
and spending their time without drink- enced to the influencers.
ing. Turtles tend to shy away and hide The Sheep are involved on and off cam-
in their shells when dangerous binge pus both academically and socially.
drinking is occurring. Turtles are at a low Once we reach them, the others will
risk of being persuaded by Monkeys and follow. The Sheep’s importance is their
Sheep, but are still at risk in certain situ- ability to spread our message both ef-
ations and on special occasions. Turtles ficiently and effectively.
are all over college campuses, but are less
likely to be in binge drinking settings.
12

14. Target Market
Secondary Target Market:
Monkeys & Turtles
The Monkeys dangerous drinking
behavior is a habit. Our research has
shown us that aiming our campaign
at the Monkeys as our primary target
would be ineffective. The habits of a
Monkey cannot be changed with mes-
sages directed at them, but only with a
change in the way they are perceived
by their peers. In order to reinvent this
perception, we must first shift the tip-
ping point from the influenced to the
influencers.
Keeping the Turtles on board with our
message will only help shift the tipping
point towards a new social perception
of binge drinking. Our message is con-
sistent with their current drinking habits
and lifestyles.
13

15. Problems/Opportunities
Problem: Over consumption of alcohol Opportunity: To create a tipping point
has become a “social norm” on college with the social perception of binge
campuses. drinking.
Problem: First year students find Opportunity: Our research indicates
themselves influenced by a culture and the most frequent drinking periods
environment that promotes alcohol throughout the year for a first year stu-
consumption. dent. This research allows us to target
SLICKs at the most crucial times of the
school year.
Problem: Studet organizations are a Opportunity: By working with the dean
leading contributor to dangerous binge of academics, we can provide incentives
drinking on college campuses. for studets to promote our case and join
our cause.
Problem: Athletic events provide col- Opportunity: Because of the large scale
lege students with a socially acceptable of collegiate sporting events we can eas-
reason to drink with peers. ily place promotional staff throughout
these events.
Problem: Specific events throughout Opportunity: By promoting a lifestyle
the school year have become a desig- that glorifies responsibility, we can
nated dangerous drinking day. decrease the dangers of these drinking
events.
14

16. Creative Strategy
Examples:
From our research consisting of surveys, focus groups, interviews, and observational Are you the ONE who
research, we discovered the most effective way to make an impact on a SLICKs life held your friends hair?
and mindset. Instead of talking down to the target market and telling them what to
do, we learned that the best way is to relate and to give the target market the choice Are you the ONE who
to form their own opinions. They told us to let them form their own decisions rather made it to class after a
than to tell them how to feel. late night?
Are you the ONE that got
sick?
Are you the one that is on
the news?
Are you the one that col-
lected the keys?
Message
Our target market research led us to the message Are You the One? The message em- Are you the one whose
powers SLICKs to form new feelings and different mindsets when choosing between a car is wrapped around a
positive and negative drinking scenario. If they believe that their decisions determine tree?
their social image, they will become more responsive to our message. Whichever situ-
ation SLICKs finds themselves in, our tagline “Are You the One?” will subconsciously Are you the one drunk
affect their decision making. dialing?
15

17. Promotions
Are You The One Street Teams Promotion Specifics:
The Are You The One street teams will • Five street teams/undercover
kick off the campaign. During the day, partiers consisting of 7-10 members
street teams will interact directly with • Each street team will cover a geo-
SLICKS on college campuses in order to graphic area (southern California,
create awareness of the campaign as the Northwest, the Midwest, the
well as drive SLICKS to the website. In South/Southeast, and the Northeast)
order to create this awareness and drive • It will run for 10 consecutive
these individuals to the website, these weekends throughout the football
street teams will be distributing Are You tailgate season, including Halloween
The One magnetic slap bracelets printed • T-shirts will be given to those who
with local taxi numbers. Additionally, fill out a Business Response Card
T-shirts with the Are You The One logo • The BRC’s will be used to obtain
and website will also be distributed and contact information for monthly
will be color specific to the university in newsletters
which the street teams are located. • Pictures taken of those individuals
partying responsibility will be
During the evening the street teams will posted to the website to promote
become undercover partiers by visiting this behavior and highlight individu-
their various college parties in search al universities
of SLICKS who are partying responsibly.
Those that are partying responsibly will
be rewarded with gifts and premiums
valued from $50 to $100.
16

18. Promotions
Campus Organizations Initiative – School Competition
A school competition has been introduced to create and spread
awareness of the “Are you the One?” campaign.
• Plastic beer/liquor bottles will be mailed to the deans of student
bodies of the top 100 schools (according to population)
• The bottles will have a label containing a brief synopsis
introducing the binge drinking campaign.
• The deans will implement the significant steps to provide
binge-drinking awareness on their campus.
• Groups will provide user-generated videos and will compete for a
grand prize. Each month a different video will be displayed
recognizing the efforts of students around the country.
• Grand prize for winning the contest will be a concert by N.E.R.D.
17

19. Creative Execution 2. Scene transitions to an bar where the
Television narrator is now behind the bar. The two
scenarios are presented when a drunken
The inspiration for woman spills her drink on herself and then
our commercial is her responsible friend tells her she is cut off.
that there are always
positive and negative
decisions to be made
when drinking. Our
commercial will por-
tray both and leave
the obvious decision
of which “one” to be
up to the viewer.
1. Narrator begins monologue while lean-
ing against a pool table in a red jacket and
explaining the concept of the two drinking
scenarios.
18

20. 4. Another scene transition to a college house party with the
narrator now dressed like a student. Two scenarios are presented
with a student who is too drunk to recognize he’s mistaken
a long-haired guy for his girlfriend. Across the room
is sober student pulling in all the ladies to
give them a safe ride home.
3. Another scene transitions to a rowdy 5. Final scene transitions back to the
tailgate with narrator now dressed in a narrator leaning against the pool table his
jersey. Portrayed is a fan that is too drunk red jacket. The narrator closes the TV spot by
and spilling beer all over everyone in sight. reiterating the concept that no matter where drink-
Next to him is a responsible tailgater who looks like he is ing is occurring it’s inevitable that you will encoun-
ready to throw on a helmet and run onto the field. ter both scenarios. You have to choose your actions
wisely and ask yourself “Are You the One?”
19

21. Print Execution
For our print execution we decided to use a simple, yet catchy theme that was consistent with each of our marketing ve-
hicles. Our advertisements direct SLICKs to make responsible decisions by presenting them with a positive and negative
scenario in each advertisement.
20
These ads show that being responsible brings positive attention and overdrinking brings negative attention. By taking
on both sides, it presents the viewer with an obvious choice without forcing a decision.

22. Interactive Digital Billboard
We chose to incorporate an “Are You the One?” Twitter
profile to an automatic feed that will be instantly dis-
played on digital billboards. This will show real time
updates of consumer generated comments.
Bathroom Ad (Campus and bars)
We have created peel-off “Are You the One?” decals to
be placed onto toilet seats and urinals across college
Billboards campuses and
popular bars.
Our billboard executions will be straight
to the point presenting a positive or
negative scenario consistent with our
message throughout the entire
campaign.
Bus Signage
Bus signage will introduce the “Are You the
One?” message used to kick off the cam-
paign. Bus signage will create buzz and
name recognition among SLICKs within
urban populations.
21

23. Creative Execution
TWEET
Rich Media
tweet (tweet) noun
Our rich media ads will compliment our online community. Similar to our TV spot,
1) a post or status update
they will feature short videos strategically placed on key websites. Due to our large
on twitter, a microblog-
digital budget and the low price of online advertising, we will be able to reach a
ging service.
larger percentage of our target market for less money.
Our Homepage Roadblock on YouTube will feature various individuals walking and
tweet (tweet) verb
interacting with the content on the home page. One or several individuals will be
2) to post a status update
too intoxicated and fall over knocking content from the page down and causing a
on twitter; brief and short
scene. Other individuals in this “party” scene will help the person who fell down or is
in length
passed out, showing that they are the responsible “one”. this will lead to our YouTube
branded channel of all our Are You the One videos. This roadblock will be February
9, 2010, as many SLICKS browse YouTube following the Superbowl in search of com-
re-tweet (re-tweet) verb
mercials and highlights
1) to post a comment, sta-
tus update, or response to
Twitter
another’s tweet
Our twitter account will be focused on having users finish the sentence “Are You the
One who…” Quality responses will be “re-tweeted” and shared among followers pro-
viding more exposure to the “tweeter” and creating buzz. This will ultimately drive
more traffic to our website.
Facebook
A Facebook Connect page will provide us with a presence on one of the most popu-
lar websites among SLICKs. Facebook Connect will enable us to integrate any up-
dates, notifications, comments, and news from areyoutheone.com to our Facebook
22

24. Creative Execution
Connect page. This will increase awareness and our reach to SLICKs. The power of Facebook
Connect will be the ability to spread awareness through our visitors’ friends and their connec-
tions to others. Facebook Connect has the powerful ability to spread news and trends quickly
and efficiently.
MySpace
Rich media advertisements will be featured on the MySpace music homepage. The ads will
entertain viewers and drive them to our website and increasing campaign awareness.
Mobile Application
We have chosen to develop a mobile application that will be compatible with the iPhone
and other smart phones. The application will continue to use the Century Council’s B4UDrink
Educator concept, but with some additional improvements. Our mobile application will al-
low users to interact with the areyoutheone.com website as well as have fun playing with
the B4UDrink Educator. The B4U Drink application will effectively engage SLICKs and educate
them on alcohol over consumption, all the while increasing campaign awareness.
YouTube
All our online video commercial will be available through YouTube. Our research showed
that YouTube is one of the most visited video websites by SLICKs so this can only lead to
additional campaign awareness and reach.
Google/Yahoo Search Optimization
If users attempt to Google search any kind of drinking term such as beer bongs, beer pong,
drinking games, etc. the “Are You the One?” website will be at the top of the results.
23

25. 24

26. Creative Execution
AreYouTheOne.com
The website is the foundation of our campaign. All of our advertising
will be focused on drawing SLICKs to the website.
AreYouTheOne.com will be an interactive “college style” living room
where visitors can learn all about our campaign and binge drinking.
Users will sign in, either as a guest, or by creating a username. Once
signed in, users will be able to navigate around the interactive room
and have the option to join chat rooms, watch videos, follow our pro-
motions, and learn facts about dangerous binge drinking.
Features of the areyoutheone.com will include:
• Public and private chat features
• A ticker displaying user generated “Are You the One…?” tweets
streamed directly from our Twitter followers
• Updates of current and upcoming Are You the One? events
• Viral commercials and videos which can be shared among
visitors.
• Facts and statistics to educate visitors about binge drinking
• Subscription links enabling visitors to engage in mobile and/or
email updates
• Pages specifically describing both of our promotion initiatives.
25

27. Creative Evaluation
Why Our Message Works
• SLICKs pride themselves on their • Our message will work because it
self image. Being accepted by peers is directed towards each of the three
and recognized as “cool” or part of types of Party Animals and not just
the crowd is of the utmost impor the Monkeys. Our research has
tance. Our tagline “Are You the One?” shown that although many prior
directly relates to this emotion of anti-binge drinking campaigns have
belonging and maintaining a been unsuccessful, the campaigns
positive self image. that have had a positive impact
were the ones aimed towards the
• The awareness among SLICKs that entire population as a whole instead
binge drinking negatively affects of those who are the source of the
their self image will be in the back problem.
of every SLICKs’ mind when they
are in drinking situations. This will
not prevent them from drinking, but
it will heighten their awareness of
which “one” they will choose to be.
26

28. Creative Evaluation
In order to gain some measurement as to how successful our campaign will be we conducted
a series of blind focus groups and distributed over 300 surveys. We knew that the only way to
gauge our success would be to throw our message and creative executions right at our target
market to see how they feel.
Focus Groups Insights
• There was an overwhelming approval of our tagline “Are You the One?” A majority of the
students liked the tagline because it didn’t focus on the negative aspects of binge drinking
and it wasn’t a command telling them not to drink.
• We presented our logo with several color schemes and variations to the focus groups. A ma-
jority of the students liked the one we ultimately chose for the campaign.
• Various types of non-traditional media ideas were presented to the focus groups. The types
we chose were the ones most students believed would have the greatest impact and increase
the most awareness.
• Several website concepts were also presented to the focus groups. Our idea of an interactive
living room which would include chat, video, and educational information on binge drinking
was the overriding favorite.
Evaluation Survey and Insights
• When asked to rank five taglines from best to worst, 71% ranked “Are You the One?” as #1.
• When asked to rank five logos from best to worst, 83% ranked the circle logo as #1.
• When asked to assess the color schemes of the logos from best to worst, the orange, black,
and white was #1.
• When asked whether seeing our tagline through various types of media would create enough
curiosity and buzz to drive them to our website for more information, 88% said it would
27

29. Media Strategy
The “Are You the One?” campaign is designed
to effectively reach SLICKs through diverse,
relevant, and cost effective media vehicles.
The media plan is rooted in digital and non-
traditional vehicles, but uses traditional media
to launch and reinforce the messages to the
majority of SLICKs. “Are You the One?” will
break through the clutter of the thousands of
message SLICKs are exposed to on a daily basis.
Instead of interrupting what interests them, we
will become what interests them. Minnesota St. Paul/ Minneapolis,
St. Cloud
Geographic Focus Missouri St. Louis, Springfield,
Our media strategy will geographically focus Columbia
on the largest markets of SLICKs. Here are our New York New York, Brooklyn,
main regions of focus… Rochester, Buffalo
North Carolina Charlotte, Greenville,
California Sacramento, Los Angeles, Raleigh, Chapel Hill,
San Diego Greensboro
Florida Tallahassee, Jacksonville, Ohio Cleveland, Columbus,
Gainesville, Orlando, Tampa, Oxford, Toledo, Cincinnati,
Miami Dayton,
Georgia Atlanta, Athens Pennsylvania Philadelphia, Pittsburgh,
Illinois Chicago, Bloomington University Park
Indiana Indianapolis, Bloomington, Texas Austin, El Paso, San Antonio,
Fort Wayne Huston, Arlington, Dallas,
Massachusetts Amherst, Boston Area Virginia Fairfax, Harrisonburg,
Michigan Warren, Detroit, Lansing, Richmond, Petersburg,
Kalamazoo, Grand Rapids, Charlottesville, Annandale
Mt. Pleasant
28

30. Media Budget
Televison
Selections: MTV
Rationale: SLICKS are 203% more likely to watch MTV than any
other network, with 47.9% of 18-24 college students
watching MTV on a daily basis
Magazine
Selections: Rolling Stone, Maxim, Cosmopolitan, Glamour
Rationale: SLICKS are less likely to multi-task while reading
magazines. The selected publications have high
circulation rates for 18-24 college students
Street Team Promotion
Locations: Top 10 party and populated universities in each of the
5 geographic regions.
Rationale: By targeting the most populated campuses during
welcome weeks and tailgating seasons, we’ll be able
to put a face to the AreYouTheONE campaign and
begin the WOM that is essential for our tipping point.
Campus Competition
Locations: Initially targeting top 150 universities, this promotion
will be available to all accredited universites.
Rationale: It’s a win-win situation. Schools will use the incentive
to have students combatting binge drinkin on their
campus, and students will compete against other
schools for the concert, and money for their organiza-
tion.
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31. Media Budget
Out of Home
Selections: Transit Shelters, Traditional/
Digital Billboards, Bath-
room ads, Bus Signage
Rationale: In order to effectively begin
the momentium needed
for a tipping point, a strong
public awareness of the
message is needed. Out of
Home executions will
create curiousity and
awareness throughout the
year. 51% of 18-24 take
action after seeing digital
signage.
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32. Media Budget
These ad units and impressions
will be purchased through vari-
ous ad networks in order to gain
the most possible reach at a cost
effective rate. These networks
include:
• Specific Media
• Google Ad Network
• Yahoo! Network
• Video Egg
Utilizing these networks will
allow us to behaviorally target,
demographically target, contex-
tually target and geographically
target the SLICKs and optimize
our display campaign on the fly,
with immediate results.
Total Digital Spend:
Additional funds will be for optimizing search campaigns $2,995,000
Search Engine Spend Avg. CPC Homepage Rich Media Roadblock on YouTube:
Google $175,000 $0.20 $200,000
Yahoo! $175,000 $0.20
Budget Alotted for SEO: $350,000
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33. Media
Media Summary
Spend Weight
Media Summary
Television 1,190,000 11.9%
Print 793,511 7.9% The media strategy succesfully incorporates tradtional and nontraditional with digital to
Out of Home 2,820,620 28.2% show SLICKs how “Are You the One” fits into their social lifestyle and will subconsciously
Digital Display 2,995,000 30.0% affect their drinking decisions. Northwood Advertising’s media schedule begins with a
Promotions 944,000 9.4% heavy blitz of messaging through almost all of our channels as SLICKs begin their academ-
Production 950,000 9.5% ic year in the fall. Our messaging will continue throughout the year in non-traditional and
Contingency 306,869 3.1% digital for retention of the message “Are You the One.”
Total $10,000,000 100%
Aug’09 Sep’09 Oct’09 Nov’09 Dec’09 Jan’10 Feb’10 Mar’10 Apr’10 May’10 Jun’10 Jul’10
Traditional Media
Television
Print
Out-of-Home
Transit Shelter
Traditional Billboards
Digital Billboards
Bathroom Ads
Bus Signage
Digital
Search
Standard
Rich Media
Promotions
Street Teams
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