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• Problem facing College Campuses• Legislation Enacted

• RIAA• The University of

Georgia

• Surveys

• Legal Alterna

tive

Options

• Focus Groups

• Content Analy

sis

• Case Studies

of

Other Schools

~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

Message Testing-Apparent knowledge of Ruckus- Knowledge of legal issues- Simply economical to download illegally

Exploratory

Research and

Brand Testin

g

Results

- No illegal

downloaders?

- Orientatio

n

messages

- Overwhelmin

g

iTunes usage

“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

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

Monday: Chapter PresentationsTuesday: Panel Discussion

Tuesday-Thursday: Classroom Presentations and Dining Hall Promotional EventsFriday: Campaign Promotion at Yung Joc concert, Black Lips concert and Girl Talk show

To pla

n and

execut

e a ca

mpaign

“pus

h week

”

Goal: To inform UGA students that

illegal downloading is an unac

ceptable behavior

Goal: To inform UGA students that illegal downloading is an unacceptable behavior

Tactics to

generate

traditional

media covera

ge:

- Press

Releases

to relevant

newspapers

Tactics to

generate social

media coverage

of the campaign

events and

messages: - Pitch to Blogs

- Twitter- Campus Listservs

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

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

Goal: To promote legal media downloading programs to UGA students

- Direction of

traffic to

Facebook and

Web site for

information in

all presenta

tions

and media

materials

- Inclusion of legal alternative information on Facebook group and

Web site- Giveaways and information from legal alternatives

Social Media - 233 Facebook Group

Members-289 unique visitors

to campaign Web site

(with 1,000 views)- More than 3,200 page views at Uga.edu/doitlegally- 27 followers on Twitter

- More than

3,300

Face to Face

impressions

with

UGA students

during

Push Week

- 1,700 impr

essions

through trad

itional

and social m

edia

publicity ma

terials

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

Program: Pre-Campaign

Survey

Post-Campaign Survey

Difference

Use of Amazon

20% 35.5% +15.5%

Use of iTunes

57.3% 73.1% +15.8%

Familiarity with Pandora

20% 38.7% +18.7%

Familiarity with Wal-mart Music

34.5% 55.9% +21.4%

Familiarity with Napster

57.3% 82.8% +25.5%

Familiarity with Rhapsody

43.6% 62.4% +18.8%

Familiarity with Ruckus

24.5% 45.2% +20.7%

Survey Measure Pre-Campaign Survey

Post-Campaign Survey

Difference

I plan to continue using programs like Limewire or Kazaa to download music for free.

3.90 2.44 - 1.46

I download media even though I know it is illegal.

3.46 2.53 - 0.93

I download media illegally using a UGA Internet connection.

4.38 1.55 - 2.83

I really do not believe I can get in real trouble for downloading illegally.

4.06 2.18 - 1.88

Even though I hear of people being fined for illegal downloading, I plan to continue downloading.

3.74 2.42 - 1.24

Recommendations

- General- Face to Face

Impressions- Social and Online Media- Campaign Web

site- Events