1. 2009 National Student Advertising Competition
Not What You Thought
PerceptionPerception
2.
3. TableofContentsTableofContents
1
Executive Summary
Introduction
Research
Target Market Analysis
Theme
Campaign Strategy
Campaign Objectives and Goals
Creative Strategy
--Non-Traditional Media
Perception Bus
--Bus Activities
Traditional Media
Time Line
Media Strategy
--Traditional Media
--Non-Traditional Media
Budget
Works Cited
Meet Bear Marketing
2
4
5
6-7
8
8
9
10
10-11
12
13-14
14-18
19
20
21-22
22-24
25
26
27
4. 2
Executive Summary
“…student found dead in frat house at KU”… police identified
the student found dead Sunday as 19-year-old Jason of Littleton,
Colorado. Headlines such as this in local newspapers are far too
common.
A 2009 survey of 23,000 students enrolled in colleges across the United States reports that 70%
of the college students have engaged in “binge drinking” at one time or another during the past
year and a large percentage of the group engaged in such behavior was under age. Research also
indicates that college students across the United States and around the globe are unaware of what
constitutes binge drinking and the harsh realities and consequences of binge drinking that can lead
to memory loss, a skewed sense of reality, poor classroom performances, failure to make rational
decisions and the like. The students’ “Perceptions” regarding their abilities to handle alcohol and
the reasons provided for such over-consumption seem extremely naïve.
Our “charge” at Bear Marketing Group, from The Century Council was to develop a highly
sustainable and easily implemented campaign to increase the awareness of binge drinking among
college students and create an active campaign, to address the over-consumption of alcohol on
college campuses, which sustains the initiative generated by the campaign throughout the year
and beyond. Our campaign will remain consistent with The Century Council’s stance on educating
college students on becoming more responsible with alcohol consumption.
5. 3
Our two stage “Perception” campaign strategy emerged from the enormous global research
data (both primary and secondary) that was available to us. This data indicated very clearly, the
lack of understanding of the nature and consequences of binge drinking. Our strategy is highly
adaptable and can be implemented collectively or separately on college campuses. Stage one of
our strategy tackles the lack of knowledge and awareness of “binge drinking” and the second stage
of our strategy focuses on the consequences of “binge drinking” and how these consequences
play destructive roles on student lives on college campuses. We, at Bear Marketing Group, are
extremely confident that this one-two punch will not only bring this global problem of binge
drinking among college students to the forefront, but also help students realize the eroding nature
of the problem.
Given a $10 million budget, in order to effectively
communicate these concepts to the target
market, we, at Bear Marketing have developed
an integrated marketing campaign that will
resonate with traditional, non-traditional and
promotional tactics that will generate the
maximum impact. As per The Century Council’s
appeal, our integrated marketing campaign is
designed to deliver the best results whether it
is implemented collectively or separately on
college campuses.
National
Promotional
Campaign
Perception Web
page
Campus News
Media
Greek,
Academic and
other Campus
Organizations
Perception
Club
Campus Kick-off
Events
Target
Market
Touch
Points
Production
Traditional Media
Non-Traditional Media /
Promotions
72%
12.6%
15.4%
Budget Distribution
6. 4
“Perception” is one’s view of a situation. It can
help a person distinguish reality from fantasy
in order to make sound judgment. “Perception”
to most college students is just that; however,
the most common deterrent to perception is binge drinking. Binge drinking changes the views of
the binge drinkers and their peers, sadly most binge drinkers do not perceive their risky behavior.
In fact a majority of college students believe that binge drinking is a long heavy drawn out session
of drinking. Most students do not know that binge drinking is the consumption of five or more
drinks in two hours for men and four or more drinks within two hours for women.
College students perceive that their peers drink more than they actually do. On campuses across
the nation, 70% participate in binge drinking, almost half of those students binge drink more than
once a week. This dangerous behavior can lead to memory loss, drunk driving, unwanted sexual
encounters and more. Most college students perceive that they are having a good time while binge
drinking, however their perceptions are often misguided.
Our challenge is to develop an out-of-the-box communications campaign that educates college
students about the prevalence of binge drinking. This campaign will encompass a variety of tactics
that will reach a diverse student body. All tactics will be created at various budget levels and will
have the capacity to be implemented separately or as an entire campaign. This campaign will
partner with various stakeholders on college campuses across the nation. By targeting college
students between 18-24 years of age, our goal is to educate this demographic about the risks and
affects they will encounter when participating in binge drinking. Throughout the campaign, the
theme of “Perception” will be used to reach our target market.
Introduction
7. 5
ResearchPrimary and secondary research was conducted
to discover trends in binge drinking among
current traditional college students.
Statistics show that on any campus 70%•
of the student body participates in binge
drinking, and almost half of that 70% binge
drink more than once a week. Most college
students state that the reason they engage
in binge drinking is due to peer pressure,
social status and academic stress; however,
nearly 50% of these binge drinkers engage
in the activity just to get drunk
The proportion of current drinkers that•
binge is highest in the 18- to 20-year-old age
group (51%)
About 90% of the alcohol consumed by•
youth under the age of 21 years in the United
States is in the form of binge drinks
About 75% of the alcohol consumed by•
adults in the United States is in the form of
binge drinks
Binge drinkers are 14 times more likely to•
report alcohol-impaired driving than non-
binge drinkers
The prevalence of binge drinking among•
men is two times the prevalence among
women
According to The National Center for•
Addiction and Substance Abuse in 2006
Greek Housing had almost 60% of Greek
students reporting that they binge drink
Primary research suggests that binge•
drinkers typically binge with beer on Fridays
and Saturdays for the purpose of socializing
and having fun. Drinking games are usually
a part of this social situation.
This category of students uses the media•
vehicles of social networking sites, and
television including sports, comedy, reality
shows and movies. They also listen to hip/
hop, modern rock, and alternative rock on
the radio.
Primary research was conducted among the
colleges of the University of Northern Colorado,
University of Colorado- Boulder, Colorado
State University, and the University of Denver
where a sample of nine hundred students was
gathered. Based on the research, six groups
of students emerged based on the reasons of
why they choose to drink, and how much they
consumed the last time they drank alcohol.
As students get older and gain more credit
hours, they tend to drink for different reasons.
Those who have a freshman standing
According to the primary research, 53% of
college students drink more than five drinks in
two hours.
Why College Students Drink
Fun - 15.3%
Just because - 9.4%
To lose inhibitions - 8.02%
To relax - 11.92%
To get drunk - 10.26%
Boredom - 8.21 %
Stressed - 10.93%
Everyone else is drinking - 10.04%
Socialization - 15.64%
8. 6
Target
Market
Analysis
Partiers- Consumed 1-6 drinks within 2-4
hours at sporting events and to socialize.
They drink beer, shots, and mixed
drinks.
Social Drinkers- Consumed 1-3
drinks in less than 2 hours to socialize
and at special occasions with friends
and family. They do not engage in binge
drinking, but do drink beer and mixed
drinks.
Sloppy Drunks- Consumed 7-12
drinks within 4-6 hours. They drink for many
occasions including sporting events, special
occasions,afterworkorexams,andhappyhours.
They drink shots, beer, and mixed drinks.
Just for kicks- consumed fewer than 9
drinks. 1-3 of these were within a 2-4 hour
period. Have binged drank in the past month.
Conformers- This group is mostly males
who drank 4-6 drinks within 2-4 hours. The main
reason they choose to drink is peer pressure.
Drink with colleagues and friends while playing
drinking games at social events.
Unwinders- has a slightly higher percentage
of females than males. This group consumed
between 1-3 drinks within 2-4 hours. Usually
binge drinks after exams and for special
occasions. They do not consume shots, but they
do drink mixed drinks and beer.
ThesixGroups
The Six Groups
Unwinders 20.6%
Conformers 19.2%
Just for Kicks 12.7%
Sloppy Drunks 10.3%
Social Drinkers 19.5 %
Partiers 17.8%
9. 7
Where Binge Drinkers Reside
Fraternity/Sorority House 76.0%
Non-substance-free residence hall 49.9%
Off campus without parents 53.9%
Substance-free residence hall 35.5%
Off campus with parents 29.9%
Where Students Binge Drink
Other 4%
Sporting Event 2%
Restaurant 7%
Bar 14%
Friend’s 27%
Home 24%
What Binge Drinkers Drink
Wine Coolers/ Similar 15%
Wine 33%
Mixed Drinks 66%
Shots 66%
Beer 83%
10. 8
The “Perception Campaign” consists of an
awareness phase, and an implementation
phase, which will work, in conjunction to meet
the target market of 18-24 year old, traditional
college students. Because this target market
is subjected to obscene amounts of media and
advertisements, the strategy works to break
through the clutter.
The awareness phase will consist of the use of
national, traditional media to evoke interest in
the topic by college
students across
the country. The
selection of media,
paired with the creativity of the advertisements
will, at the very least, create awareness of
the “Perception Campaign” among the target
market.
The implementation phase of this campaign
will use non-traditional, guerilla type tactics
in order to break through the clutter of
everyday, traditional advertising. The on-
campus events will take students by surprise
and force them to investigate the point of it
all. This surround sound approach will engage
the students from all angles, through different
forms of communications and across many
locations in the US, both traditionally and non-
traditionally.
Campaign Strategy
Binge drinking embodies the “Perception,” the theme of
this awareness campaign. Each form of media, as well as
the messages sent through these mediums will challenge
college students’ ideas of perception. Research has proved
that college students do not fully understand binge drinking, what constitutes as
binge drinking, and the negative consequences associated with this behavior. Through
the theme of “Perception,” our campaign aims to force these current perceptions and
thoughts of binge drinking into reality. By understanding the reality of what binge
drinking is, these college students will question the engagement in such behavior and
reduce their consumption of alcohol. By adding the tag line, “Not what you thought,”
to the idea of perception, further questioning takes place in the audience’s minds.
If the realities of binge drinking are not what they thought, then the students will
wonder which aspects of their drinking behaviors are different than what they perceive.
Overall, this theme is designed to evoke thoughts among the target market, and make
them see the reality of binge drinking.
Theme
Not What You Thought
PerceptionPerception
11. 9
Campaign Objectives
and Goals
romote awareness of the
reality of binge drinking
P
e
ducate the target market
about what constitutes binge
drinking
r
einforce the dangers and
consequences of the over
consumption of alcohol
c
hange the current perception
of drinking sprees to include
negative connotations and
feelings
e
ngage the students in hands
on activity to foster the
altering of binge drinking in
their minds
p
revent college students who
do not engage in excessive
drinking to ever start
t
arget 18-24 year old,
traditional college students in
the United States
i
ntroduce alternative activities
to replace binge drinking
o
ffer materials and a web site
to aid in reaching the target
market
n
urture a nationwide
movement to combat binge
drinking among college
campuses
The “Perception Campaign”
will be implemented in order
to accomplish the following
goals within one year
12. 10
CreativeStrategy
Root Beer Kegs
When: Fall or Spring Semester, prior to the
arrival of the bus, or at school’s discretion
What it is: This on-campus event features a
pyramid of root beer kegs that will provide
each student on campus with a cup of root
beer. At first glance, it will seem as though
real beer is being handed out, perceptions will
become realities when students find out that it
is root beer. Greek students or inter-collegiate
athletes will serve the root beer. Each cup that is
handed out will display “Perception – Not what
you thought” and the web site address. After
drinking the root beer, students will find a code
at the bottom of the glass that they may enter
on the “Perception” website to obtain a free cell
phone application.
“Perception- Not what you
thought,” involves a guerrilla
marketing campaign designed
to get the attention of college
students in an out-of the box manner. Several
guerillatacticswillaltertheperceptionofcollege
students, who expect a regular day on campus.
Each guerrilla tactic can be implemented
individually or as part of a series.
Non Traditional
media
13. 11
Perception Tables
When: Fall or Spring Semester, prior to the
arrival of the bus, or at school’s discretion
What it is: Tables comparing the “Perceptions”
and realities of binge drinking will be set up
throughout various locations on campuses.
“Perception” tables will display a root beer
keg and four to five fake alcoholic beverages.
College students have the perception that binge
drinking is drinking a heavy amount of alcohol.
This notion will be represented by the keg. The
display of four to five fake alcoholic beverages
will represent the reality of binge drinking.
Mirrors
When: Fall or Spring Semester, prior to the
arrival of the bus, or at school’s discretion
What it is: Looking in a mirror has never been
so different. Perceptions of binge drinking will
change when fun-house mirrors are placed
next to regular mirrors on various locations
throughout college campuses. The fun house
mirrors represent perception and will display
a distorted image of the person looking into
the mirror. This distortion resembles the false
perceptions students have while binge drinking.
Theregularmirrorrepresentstherealityofbinge
drinking. Each mirror will display “Perception-
Not what you thought.”
Calendars
When: Fall or Spring Semester, prior to the
arrival of the bus, or at school’s discretion
What it is: An accurate perception of college
students is that they love free items, whether
it’s food or school supplies. Calendars listing
campus events will be passed out to students at
the bookstore when they purchase their school
supplies.Calendarswillserveasaninformational
item that will help students find events to
participate in rather than binge drinking.
14. 12
Schools to be Visited
Ohio State (Columbus)-51,828
Arizona State University (Tempe)-51,234
University of Florida (Gaines Ville)-50,402
University of Texas (Austin)-50,170
Penn State University (University Park)-44,112
Michigan State (East Lansing)- 45,520
West Virginia (Morgantown)-28,840
University of Colorado (Boulder)-29,709
University of Las Vegas (Las Vegas)-28,000
California State University (Sacramento)-22,555
=449,578 Total Students
The Perception BusWhen: Fall and Spring Semester
What it is: The “Perception” Bus will travel to the target college campuses and provide a wide array
of activities that will educate students about the perceptions and realities of the overconsumption
of alcohol. The bus will be wrapped in the “Perception” logo.
PerceptionPerception
15. 13
Free Food
Free food will guarantee that students will
approach the bus. Food will be provided by the
“Perception” campaign or a respective partner.
A Drinking Scale
A drinking scale will educate students about the
number of drinks that will put them over the
legal limit. This will combat their perceptions of
their own personal drinking habits.
Perception Bags
“Perception” bags will be handed out after
students complete all bus activities and will be
filled with free items such as pens, magnets,
lanyards, carabineers, student I.D. holders and
fliers. Each item will display “Perception- Not
what you thought,” and the “Perception” web
site. Fliers will redirect students to the web site
where they will obtain a download of a free cell
phone application.
Inflatable Obstacle Course and Games
Another event will be the inflatable obstacle course. Participants will navigate the course while
wearing beer goggles. While binge drinking, students have the perception that they are in excellent
condition and are able to complete certain physical tasks. Intoxicated perceptions will become a
reality through this event and teach students the reality of drinking in excess.
Professional Speakers
Professional speakers accompanying the bus will share inspirational, informational and educational
stories about the risks associated with binge drinking.
BusActivities
Perception Bar
A bar will be set up to help students identify the number of calories in various alcoholic
beverages. An additional table will compare the caloric levels of favorite collegiate foods
and alcoholic beverages. Through this activity, students will learn the reality of their
alcohol consumption.
16. 14
Perception Booth
When: At any campus event
What it is: Another “Perception” activity is a booth that can be displayed at any on campus event.
The booth will be run by prospective campus partners who will hand out brochures about binge
drinking.
Perception Club
When: Year round on any campus
What it is: Through the “Perception” web site, students will be able to sign up and become members
of the “Perception” club on their campus. These students will receive a discount card, which will
provide discounts at various campus locations. Members can also participate in the monthly
networking meetings online. The mission of the “Perception” club is to raise awareness on the
overconsumption of alcohol. Proposed club activities include various ways for students who are
against binge drinking to combat the problem on each campus.
TraditionalMedia
Radio
When: Peak months or individually as
chosen by the school
What it is: Several PSA’s and radio
ads are written and will be distributed
to college radio stations. PSAs and
radio commercials are designed for
each gender and convey various
binge drinking scenarios. Each will
audibly convey Perceptions alcohol
consumption message.
PerceptionPerception
PSA
Time: 30 seconds
“Perception- Not What You Thought”
FEMALE VOICE: I thought I was just
going out to a party. My friends kept
handing me beer after beer. I drank
close to a six-pack. I made out with
some guy. Everyone said I was funny.
They weren’t laughing when I was throwing up
or when the cops busted up the party. The cops
took me to detox. My parents are going to be so
mad about my MIP. I thought I was just going
to a party to have a couple of beers.
ANNCR: Perception, not what you thought.
Binge drinking is five drinks within two hours
for males and four drinks within two hours for
females.
FEMALE VOICE: Perception, Its not what I
thought.
END
17. 15
Greek Magazines
When: Peak months
What it is: Greek magazines will be utilized
in two strategies. First, print ads will visually
promote the “Perception” campaign and raise
awareness of binge drinking. Ads will appeal to
female and male audiences. The second strategy
is to use press releases that are present in the
content of the prospective publications. Press
releases will promote guerilla marketing events
and educate students about binge drinking.
Reality
Perception
not what you thought
www.perception.com
Binge drinking is defined as 4-5 drinks in two hours for men
and 3-4 drinks in two hours for women
PrintAds
Print
When: Year round
What it is: Print ads will be utilized in Greek
magazines. Print ads are designed to make the
studentsawareoftheirownpersonalperceptions
of binge drinking while educating them about
dangerous realities. Print
ads are designed to get
the attention of the target
market.
18. Reality
Perception
not what you thought
You thought
you were
going home
with a
heartthrob...
...too bad he
was closer to
a heart
attack.
www.perception.com
Binge drinking is defined as 4-5 drinks
in two hours for men and 3-4 drinks in
two hours for women
Reality
Perception
not what you thought
You thought
you were
ready to go
when you
took her
home…
...too bad
alcohol
impairs
more than
just a man’s
judgment.
www.perception.com
Binge drinking is defined as 4-5 drinks
in two hours for men and 3-4 drinks in
two hours for women
16
19. Television
When: Peak months
What it is: Television commercials will be fifteen seconds in length and convey the perceptions of binge drinking through various scenarios. Scenarios
will be female or male oriented in order to convey the message to each gender. Commercials will be designed to visually show which perceptions an
intoxicated person may have versus the realities of the situation.
Scene 1
Visual: (GIRL DRINKING)
SFX: Party/ Rave Music
Scene 2
Picture: (GIRL PUKING)
SFX: Rock N Roll music
throughout
Scene 3
Picture: (GIRL AND BOY KISS-
ING)
SFX: Rock N Roll music
throughout
Scene 4
Picture: (PREGNANCY TEST)
SFX: Rock N Roll music
throughout
Scene 5
Picture: (BLACK SCREEN with the Perception Logo and wording from the announcer)
GIRL: Perception- Its not what you thought. Binge drinking is 5 drinks within 2 hours for males and
4 drinks within two hours for females. Realize your perceptions.
SFX: Rock N Roll music throughout
17
20. 18
Internet
When: Year-round
What it is: The Internet portion of our campaign will
entail a “Perception- Not what you thought,” web
site and a Facebook page.
Perception web site
“Perception” web site will contain facts,
statistics, a virtual bar, a free cell phone
application area and graphics related to
binge drinking. It will also have areas
where students may participate in a quiz that tests
their alcohol consumption knowledge. “Perception”
web site will also have an area where students will be
able to join clubs at their college.
Facebook
The Facebook page will contain facts,
statistics and graphics. It will also serve as a
route to the “Perception” web site. Through
Facebook, “Perception” will be able to
specifically reach students who participate
in binge drinking. Facebook will allow the
campaign to befriend the target population
and make an impact on students.
21. 19
June
Start of campaign•
July
Orientation: “Perception”•
booth and beginning
promotion of “Perception” club
August
Greek rush•
“Perception” booth•
Kick-off events: root beer kegs•
and “Perception” mirrors
Bus / large on campus events•
Greek magazines•
Mass “traditional” media•
(begin)
September
On-line promotions•
Continuting kick-off•
events: root beer kegs and
“Perception” mirrors
Bus/ large campus events•
October
Homecoming on campus event•
November
Greek magazines•
Mass “traditional” media•
December
Continued on-line promotions•
January
Kick-off events: root beer kegs•
and “Perception” mirrors
Bus/ large campus events•
Continued on-line promotions•
February
Kick-off events: root beer kegs•
and “Perception” mirrors
Bus / large on campus events•
Greek magazines•
Mass “traditional” media•
March
“Perception” booth amd•
promotion of “Perception” club
Continued on-line promotions•
May
“Perception” booth and•
promotion of “Perception” club
Greek magazines•
Mass “traditional” media (end)•
April
Continued on-line promotions•
Time line
22. 20
Reach
Objective
To reach 75% of the national market during
peak months
Strategy
By using high reach local media
By using high reach traditional media
By using guerilla marketing tactics
Media Strategy
Frequency
Objective
To maintain a frequency of 3 during peak
months
Strategy
By using various media vehicles to ensure
multiple exposures to target market
Continuity
Objective
To maintain a continuity of impressions
throughout the campaign
Strategy
By using a flighting strategy throughout the
campaign
Flexibility
Objective
To maintain a medium level of flexibility
throughout the campaign
Strategy
By setting aside a contingency budget of 7%
23. 21
Media Scheduling
A flighting media schedule will be used during the months of August, November, February and
May. These are the months where most major college events occur, such as the beginning of the
semester, graduation, spring break, and winter break.
Traditional Media
TV
According to the research, 75% of the target market watches comedy shows, 71% watches movies
on TV, and 56% watches sports. Media research shows that our target market watches television
on ESPN, MTV, TNT, USA, and TBS. The television advertisements will air during the campaign’s
selected months.
Greek magazines
Our research shows that college students ages
18-24 do not regularly subscribe to or buy
national magazines. Bear Marketing will place
print ads in Greek magazines. Greek magazines
are distributed quarterly to members of Greek
organizations. The publications are free to
members and reach a large part of the target
market.
Internet
Because college students are tech savvy and
resort to the Internet for seeking a majority of
information, Bear Marketing has a “Perception”
web site that will provide statistical information
about binge drinking and its consequences as
well as the “Perception” bus’s tour schedule
and upcoming events. There will also be a quiz
students can take to test their binge drinking
knowledge. If they answer a question wrong,
the correct answer will appear, both educating
the students on the facts of binge drinking and
changing their perception of what constitutes
binge drinking. The web page will also have the
cell phone applications (drink calculator and
calorie counter) promised on the flyer given in
the goodie bags.
0
10
20
30
40
50
60
70
80
Reality39%
Comedy75%
Drama30%
News38%
-MusicVideos
-Cartoons
Sitcoms34%
19%
Movies71%
Sports56%
24%
TV Shows Viewed by Binge Drinkers
24. 22
Non-Traditional
Benches
With large campuses, transportation is provided for free to transfer students to different parts
of the campus. Bear Marketing will advertise on the benches where students sit and wait for the
bus. Students who do not have a car or parking pass will be exposed to these advertisements.
Booths
Freshman orientations and homecoming events are major happenings on every campus. Setting
up booths at these events will reach a high number of students.
Radio
According to the research, 66% of the target market listens to hip-hop/rap, 60% listens to
alternative rock, and 59% listens to modern rock. The radio advertisements will air during the
campaign’s selected months.
Tailgating
Tailgating before football games is popular
among the target market. Bear Marketing
will reach a lot of students by being present at
these tailgating parties and handing out flyers.
Root Beer Kegs
The root beer kegs are meant to emphasize the
sub headline “Not What You Thought.” The
root beer kegs will be placed in areas where
students congregate, such as outside the
university center.
Mirrors
The distorted mirrors also go along with the
“Perception- Not What You Thought” slogan.
The message of the mirrors is that while you
might think you know what you are seeing,
the reality is much different.
Goodie bags
Media research shows that promotional items
such as pens and magnets are effective ways
to recall events and brands. By putting our
logo on these promotional items, the students
will bring home a small piece of our campaign.
Students will see the magnets and use the
pens everyday and be constantly reminded of
the “Perception” campaign and of what they
learned about binge drinking.
0
10
20
30
40
50
60
70
80
ModernRock59%
AlternativeRock60%
9%
R&B36%
22%
Country40%
Hip-Hop/Rap66%
9%
15%
21%
What Binge Drinkers Listen to on the Radio
-Classical
-Reggae
-Techno
-ClassicRock
-Jazz
25. 23
Measurement
The “Perception Campaign” will measure the
effectiveness by:
The number of hits on the “Perception” web•
site throughout the year
•
The number of people who join the•
“Perception” club
The number of “Perception” bags distributed•
to students
The number of visitors at the on campus•
events
Web site visitors will be quizzed on their•
knowledge of binge drinking and will
be measured on their improvements
throughout the year
Monitor campus police reports of alcohol•
related incidents on our targeted campuses
Poll student and athletic organizations to•
see if binge drinking has decreased within
the year
Anticipated Outcomes
“Perception” hopes to have the following
outcomes on the targeted college campuses and
in the national campaign:
• Reach 10% of the student population on the
selected college campuses.
• Distribute all 100,000 gift bags to students on
the target campuses.
• Reach 78.4% per peak month with traditional
media on a national level.
• 30% of total students will view the event on
target campuses.
“Perception” is relying on world of mouth to
make an impact on binge drinking. The target
market will take the “Perception” message
to various campus settings particularly social
settings. Overall, “Perception,” it’s not what you
thought, hopes to reach students and combat
the unfortunate occurrence of binge drinking.
27. 25
Budget
Item Cost Amount Total
Events
Root Beer Kegs !"" #$%&"""'""
Promotional Cups %""&""" #(!&"""'""
Games #)%&"""'""
Bus *purchase& design& and gas+ ) #%$"&"""'""
Carnival mirrors #%,'"" )""" #%,&"""'""
Booth Materials #$-$&.!!'""
Perception Bar *Promotional Cups showing calorie count+ #)(&"""'""
Professional Speaker #.&$""'""
Event Total #,((&%!!'""
Gift Bags
Pens #"')$ )""&""" #)$&"""'""
Magnets #"')- )""&""" #)-&"""'""
Lanyards #"',, )""&""" #,,&"""'""
ID holder/s #"'!$ )""&""" #!$&"""'""
Carabineers #"'., )""&""" #.,&"""'""
Gift Bag Total #%$)&"""'""
Traditional Media
Television Latenight0Late News #1 2.-&-""'""
Television Sports #1 )&$")&-""'""
Television Cable Daytime #1 )((&%""'""
Television Cable Evening Fringe #1 -((&%""'""
Television Cable Primetime #1 )&-%"&)""'""
Television Cable Late Fringe #1 -,)&!""'""
Television Total #1 !&()2&$""'""
Radio Morning Drive #1 -!"&%""'""
Radio Daytime #1 %!-&"""'""
Radio Night Drive #1 %).&"""'""
Radio Nightime #1 )%,&(""'""
Radio Total #1 ,%,&2""'""
Magazine Mens #1 $%$&-""'""
Magazine Womens #1 --2&(""'""
Magazine Total #1 2(-&,""'""
Internet Key Words #1 %"&"""'""
Internet Triggered Sites #1 ."&"""'""
Website *domain 3 host for )yr+ #."'""
Internet Total #1 ,"&"."'""
Facebook #1 )""&"""'""
Production Costs #1 )&$""&"""'""
Contingency Costs #1 $""&"""'""
Campaign Total #,&2),&$)!'""
28. 26
“Big Speak Speakers Bureaut.” Big Speak. 2009.
11 March 2009. <www.bigspeak.com>
Bureau of Justice Statistics. (2002). Binge
Drinking Among Underage And Legal
Age College Students. Sourcebook of
Criminal Justice Statistics .
Bureau of Justice Statistics. (2000). Prevalence
of Binge Drinking Among College
Students. Sourcebook of Criminal
Justice Statistics
“College Student Binge Drinking - Greek
Housing.” Data 360. 22 Sept. 2008. 28
Sept. 2008 <http://www.data360.org/
temp/dsg1337_330_300.jpg>.
“Cool Mountain Fountain Classic Flavors.”
Chicago Root Beer. 2008. 11 March
2009. <http://www.chicagorootbeer.
com/shop-cart.php>
GoDaddy.com. 2009. 11 March 2009. <http://
www.godaddy.com/default.aspx>
“Inflatable Sports Games.” Bouncinbin.com. 11
March 2009. <http://www.bouncinbin.
com/sales/obstacle.asp>
Kiewra, Karin. “Harvard College Alcohol Study
calls for changes at U.S. Schools.”
Harvard School of Public Health.
Winter 2009. 9 Mar 2009. http://www.
hsph.harvard.edu/news/hphr/winter-
2009/winter09binge.html
“Large Carnival Mirrors.” Carnival Mirrors.
2009. 11 March 2009. <http://www.
carnivalmirror.com/page5.html>
“Marketing Service.” Vista Print. 2001. 11 March
2009. <http://www.vistaprint.com>
Naimi TS, Brewer RD, Mokdad A, Clark D,
Serdula MK, Marks JS. Binge Drinking
among U.S. adults. JAMA 2003;
289(1):70–75.
“Online Print Center.” Office Depot.com. 2009.
11 March 2009. <http://www.officedepot.
com>
“Online Printing.” FedEx. 2009. 11 March 2009.
<http://www.fedex.com/us/office/>
Office of Juvenile Justice and Delinquency
Prevention. Drinking in America:
Myths, Realities, and Prevention Policy
Washington, DC: U.S. Department of
Justice, Office of Justice Programs,
Office of Juvenile Justice and
Delinquency Prevention, 2005.
Available at http://www.udetc.org
documents/Drinking_in_America.pdf*
(PDF). Accessed Sept. 14, 2008.
“Promotional Products.” 4Imprint. 2009. 11
March 2009. <www.4imprint.com>
“Promotional Products.” Extra Mile
Promotional Products. 2009. 11
March 2009. <http://www.extra-mile
com/promotion/stadium.htm>
“Promotional Products.” Promopeddler.
com. 2009. 11 March 2009. <http:
www.promopeddler.com>
“Staley Sales.” Staley Coach. 11 March 2009.
<http://staleycoachcomENTSALES
LIST.htm>
Stevens, Jeff “What Are The Binge Drinking
Statistics?.” What Are the Binge
Drinking Statistics? 30 Jan. 2008
EzineArticles.com. <http://ezinearticles.
com/?What-Are-The-Binge-Drinking
Statistics?&id=958506>. Accessed:
Sept. 22, 2008
Workscited
29. 27
Media
Patrick Gill
Tara Martin
Jocelyn Martinez
Nicole Wedel
Creative
Pam Everitt
Ryan Johnson
Allison Phillips
Jocelyn Martinez
Writing
Lisa Walton
Elyse Ackerman
Pam Everitt
Accounts
Baleigh Adams
Kyle Broughton
Alex Buck
Justine Brado
Faculty Advisors
Dr. Vish Iyer
Dr. Mark Fetkewicz
Dr. Wayne Melanson
Meet Bear MarketingMeet Bear Marketing
This plans book is truly the culmination of efforts by a team of highly talented students from different
academicdisciplines. Wegatheredateamofstudentsrangingfrombackgroundsinjournalism,marketing
and graphic design to produce an effective, cutting edge campaign for The
Century Council. We are extremely confident the work you see before you
is an outstanding by-product of some great young minds at the University
of Northern Colorado. The appreciation of the work presented here would not be complete without
extending sincere thanks to a few special individuals. The support from Drs. Melanson, Fetkewicz,
Gudmundson, Kling, Payan, Reardon and Schuttler is deeply appreciated.
Acknowledgements
