i.s.a.p. coalition
DESCRIPTION
My final group presentation. This was our answer to ISAP\'s problem in the county and how we addressed the issues.TRANSCRIPT
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Ingham Substance Abuse Prevention
Team Sober
ISAP
+Team Sober
Account Executive: Cyle Dowling
Media Director: Grant Griffin
Creative Director: Josh Rogers
Art Director: Katie Cheek
Research Planner: Lia Homeister
Public Relations Coordinator: Brandie Hansen
+Table Of Contents
Executive Summary…………4
Campaign Brief………………5
SWOT Analysis……………….6
Competitive Analysis………..7
Target Audience……………...8-9
Brand Strategy………………..10
Creative Brief…………..........11
Creative Execution…………..12-19
Media Plan………………….…20-21
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Executive Summary
1
ISAP
Memo To: Ingham Substance Abuse Prevention Coalition
From: Team Sober
CC: Harriett Dean
Date: 12/6/09
Re: New Marketing Communications Campaign
When we were presented with the Ingham Substance Abuse Prevention Coalition and the challenges it faced almost three months ago, we knew that we would have to work tirelessly as a group to achieve the goals ISAP had presented us with. Not only were we facing the challenge of trying to change the social norms regarding substance abuse, but we were also trying to bridge the gap between people’s perception of drug use and the actual reality of it.
After extensive research and time spent gathering data, we have formulated three main objectives for our campaign: create a brand identity that is relatable to our target audience, improve responsible drinking behavior, and support visions of ISAP, with a focus on alcohol abuse. Our mission is to reduce the pathological use of alcohol and drugs to better the Ingham County community.
When it comes down to the excessive use of a potentially addictive substance, we want to educate individuals that if you choose not to use the substance, there are others in the county with the same mindset. This is where we developed our “You’re Not Alone” campaign.
We believe that with our recommendations and ideas, ISAP can grow and become a well-established name in the Ingham County community and set the bench mark for substance abuse organizations in the state.
We look forward to presenting our full marketing communications plan to you.
+Campaign Brief
Project
Description
Create a
brand identity
that is
relatable to
our target
audience.
Improve
responsible
drinking
behavior,
focusing on
underage
drinking.
Support the
visions of
ISAP, but
focus on
alcohol abuse.
Key
Challenge
Break through
the social
norms stigma
and close the
gap between
people’s
perception
and reality of
drug abuse.
Goals for
Client
To:
1) Increase
total brand
awareness for
ISAP by 25%.
2) Establish
ISAP as a
credible and
reliable
source for
drug abuse
prevention
and protection
methods.
3) Increase
advertising
funds and
earned media
opportunities.
Target
Analysis
-Ages 17 &
under
-Ages 18-20
-Teenagers
and young
adults under
the legal age
of drinking.
-“Country
Comfort” &
“Mainstream
Families”—
families with
at least 1
child under
the age of 18.
-Residents of
Ingham
County, MI.
Brand
Strategy
-Communicate
data in a
creative way
to engage
target.
-Use social
norms tactic to
bridge the gap
between
perception and
reality.
-Position
ISAP as an
approachable
organization
that is
relatable to
the target.
Advertising
Objective
Using a
mixture of
both serious
and personal
tones in our
advertising
strategy we
can keep a
larger
demographic
engaged in
our message
and brand
mission.
We can use
images and
words to
show what
the reality is
regarding
abuse, and
how much it
affects
Ingham
County.
Advertising
Strategy
You’re Not
Alone is our
advertising
slogan that
addresses the
social norm
and
personalizes
ISAP’s
mission.
The mosaic
of faces
represents
everyone in
Ingham
County that
does not
follow the
social norm.
The positive
statistics
back-up the
argument of
how to close
the gap of
perception
and reality.
Media
Objective
Main goal is
not to fall
below 50%
reach, we are
aiming to
fulfill about
70-80% of
our given
reach in the
target
audience
using a
variety of
media.
Promotional
Strategies
-Earned
media
(promotional
events).
-Social media
outlets.
-Posters,
flyers,
brochures,
billboards and
postcards.
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Strengths
! Funded through government dollars ! Collaborations with community
organizations to increase awareness ! MSU Social Norm Campaign ! 90% of Ingham County adults are either
light or moderate drinkers, or don’t drink at all
Opportunities
! Targeted prevention program efforts can reduce the burden of alcohol abuse
! 90 % of Ingham County adults are either light or moderate drinkers, or don’t drink at all
! Parental support against underage drinking remains very high at 71 %
! Support for funding the coalition still remains very high and on the rise
Weaknesses
! *BIG* Lack of Identity ! Not enough money we are dealing with
compared to other big time alcohol advertisers such as Budweiser
! Parents give children too much freedom nowadays
! MSU Social Norms Campaign has worked on campus, but doesn’t address Ingham County as a whole
! Parental Substance Abuse Threats
The Beer Industry (Anheuser Busch, Samuel Adams, Miller, Coors) Sponsorships/ Events: NASCAR, football, baseball Concerts: Busch Lite Featuring the Dave Matthews Band on Private Island Cruise, tailgate packages, etc. Hard Liquor Companies (Smirnoff, Bacardi, Captain Morgan) Peer Pressure:Friends, trying to fit in with a specific crowd Over saturation: Similar Organizations (MADD, SADD, MCRUD, FACE)
S.W.O.T. Analysis
+Competitive Analysis
MothersAgainstDrunkDriving(MADD)
Recognition Programs: SALUTE Michigan Law Enforcement encourages agencies to prioritize drunk driving arrests
StudentsAgainstDrunkDriving(SADD)
21 or Bust Campaign: Teams up with Licensed Beverage Outlets law enforcement officials to prevent the sale of alcohol to those under the age of 21
Michigan Coalition to Reduce Underage Drinking (MCRUD)
Social Networking Campaigns: Facebook, Twitter
FACE Campaigns
Community Campaign, School/Campus Campaign and Statewide Campaign
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Target Audience Target Prospects - 17 and Under: High School/Underage - 18-20: College/Not Legal Yet - 21 and Up: Legal/Adults - * Focus on the issue of alcohol abuse of teenagers/young adults
There are many communities located within Ingham County, each one having its own unique social groups and life-stage groups.
“Country Comfort”:
- These Americans tend to be married, mostly between the ages of 25 and 54, with or without children.
“Mainstream Families”:
- While the age range of adults is broad--from 25 to 54--these are households with at least one child under 18 still at home
+Target Audience – Ingham County
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Brand Strategy
• Communicate data with pictures or in a creative way to engage target.
• Use social norms tactic to communicate data.
• Position ISAP as an approachable organization that is relatable to the target
+Creative Brief
• What!s the business challenge?
– Decreasing the numbers of teenagers and young adults who drink illegally or irresponsibly by using social norms.
• What!s the communications objective?
– Associate ISAP with the real social norms by using statistics.
• Who are we talking to? – 11-17 & 18-21 year olds/Male &
Female – Ingham County residents
• What ! s the key insight to make the
brand meaningful in their lives? – Despite the idea that most teenagers
drink/use drugs, statistics reveal that most teenagers and young adults do not engage in such activities or do so responsibly.
• What do we need to say? – Perceived norms about drinking are
different from reality. • What makes this believable?
– Statistics and focus group research conducted by ISAP.
• What!s the brand character?
– Positive, relatable, multidimensional • What else do we need to keep in mind?
– Executional mandatories: – Logo must be featured in the ad. – Ad must integrate social norms. – Ad must integrate statistics to back up
claims. – Campaign must be integrated using
several different types of media.
Why do we matter? We are here exclusively for the residents of Ingham County, providing services and programs in drug & alcohol prevention.
Who is the enemy? The perceived norm that “everyone” is drinking or using drugs.
What do we stand for? We are here to change the perceived norm and reveal the reality.
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New Logo Concept
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Background -Mosaic of many people represents the idea that
you are not alone. The majority of people actually do not drink
-Blue translucent block simplifies the ad, making the statistic and slogan stand out more
Logo -ISAP viewed
as a person makes ISAP a
more approachable organization.
-The silhouette is
simple, but can represent any person
who sees it.
Statistic -Positive statistic to
engage the target, rather than push
them away -Statistic that represents the
reality to represent the social norms.
Slogan
-“You’re Not
Alone” tightly describes what
we are trying to
say: the
perception is far-
fetched from reality.
-More people
choose
Not to drink than
the people who choose to drink.
Headline -”Fact” is a clear
and concise way to represent
reality.
Creative Rationale
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I can make anbody pretty
I can make you believe any lie
I can make you pick a fight with somebody twice your size
Well, I’ve been known to cause a few break-ups
And I’ve been known to cause a few births
Well, I can make you new friends, or get you fired from work...
- “Alcohol,” Brad Paisley
About ISAP
Members
Events
Contact Us
Statistics
Links
Copyright © 2009 Ingham Substance Abuse Coalition. All rights reserved.
Mission: To reduce the pathological use of alcohol and drugs to better the community
Purpose: When it comes down to the excessive use of a poten-tially addictive substance we want to educate individuals that if you choose not to use the substance, there are others in the county with the same mindset. We want to create an effective campaign using social norms to reduce the gap between perception and real-ity.
“You’re Not Alone”
Web Page Concept
+Letterhead MEDIA ADVISORY
FOR IMMEDIATE RELEASE October 28, 2009
Media Contact: Team Sober (C) 517-123-4567 [email protected]
Local Residents Take Steps to Help Prevent Substance Abuse The Ingham Substance Abuse Prevention Coalition Sponsor 5K Walk to Raise
Awareness
WHO:
Ingham Substance Abuse Prevention Coalition voting members and non-voting partners. WHAT:
A sponsored 5K walk (3.1 miles) around a designated area around the Michigan State Capitol to help raise awareness and donations to fight substance abuse in Ingham County. There will be booths set up with information about prevention and help lines for friends and family suffering from substance abuse issues. WHEN:
10:30 a.m., Sunday, November 1
WHERE:
Located at the Michigan State Capitol. 100 N Capitol Ave, Lansing.
WHY:
The Ingham Substance Abuse Prevention Coalition has a mission to reduce substance abuse and its related consequences and stigma. There purpose is to bring effective prevention services to our community through comprehensive collaboration. We coordinate, plan, develop and evaluate a comprehensive countywide strategy that addresses locally determined risk and protective factors and achieve changes in substance use behaviors prioritized by our county.
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LETTERHEAD
FOR IMMEDIATE RELEASE CONTACT: Team Sober
December 31, 2009 123-456-7890
Ingham Substance Abuse Coalition
Appeals to Young Adults ISAP Sponsors New Year’s Eve Casino Night Lock-In for Teens
LANSING, MICH. –– The Ingham Substance Abuse Coalition is reaching out to Ingham
County high school students by giving them opportunities to participate in drug-free activities.
“We just want to show students that they can have fun without the use of drugs. Getting
involved in the community is the only way we can change the social norm,” said Harriet Dean,
ISAP partner.
The lock-in will be held at the Michigan Athletic Club (MAC) in East Lansing on Dec.
31 at 7 p.m. Students will stay overnight, under chaperoned supervision of ISAP members, to
enjoy a night filled with music, food, non-alcoholic beverages and casino simulated games.
“I’m really looking forward to this New Year’s Eve party. It is great to have somewhere
to go with your friends and without your parents worried that you will get in trouble,” said
Ashley Jones, Haslett High School freshman.
ISAP’s mission is to reduce the substance abuse and it’s related consequences and
stigma. The purpose is to bring effective prevention services to our community through
comprehensive collaboration. We coordinate, plan, develop and evaluate a comprehensive
countywide strategy that addresses locally determined risk and protective factors and achieve
changes in substance use behaviors prioritized by our county.
For more information on ISAP and upcoming events, visit www.drugfreeingham.org
# # #
+Media Plan
Reach: Main goal is not to fall below 50% reach, we are aiming to fulfill about 70-80% of our given reach in the target audience.
Higher Frequency and Lower Reach
Regional effort
Repeated exposure needed to change social norm
Pulsing schedule
Emphasize message before periods of high drinking behavior while still keeping the message out.
Local television
PSA- $1,000 for local 30 sec. slot
Local radio
PSA- $218.40 for 60-sec spot (97.5)
Local newspaper
$103.00 per square inch
Social media/viral media
Facebook Ad = $35.00 for 3 days
Free: Twitter, facebook page, youtube
Outdoor/posters
$2500 for 1 month
Rationale Types of Media
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0
5000
10000
15000
20000
25000
DollarA
mou
nt
YearlyBudget:$79,380
Flow Chart