natural skin is in
TRANSCRIPT
Kai, Shannon, Taylor, Hannah Team One
BACKGROUND ● College-aged women are using tanning beds
PURPOSE AND FOCUS
● Improve awareness ● Reduce the use of
tanning beds
TARGET AUDIENCE
● College-aged women between the ages of 18 and 22 at UIUC
SITUATION ANALYSIS
Reduce the amount of college-aged women between the ages of 18 and 22 who use tanning beds at UIUC from 42% to 37% by the end of December 2015.
SMART GOAL
OVERALL FINDINGS
● Understanding of risks ● Fear of being “too tan” ● Social pressure
BARRIERS
● Wanting to look pretty ● Preparation for events ● Social pressures
BENEFITS
● Avoid sun-damage/wrinkles ● Price
COMPETITION
● Tanning Salons ● Media
POSITIONING STATEMENT
We want college-aged women to feel that the majority of women on campus are not using tanning beds and they should also not.
SOCIAL NORMS THEORY
MARKETING MIX: PRICE
● Non-monetary: Pledge system benefits ● Monetary: Local discounts
MARKETING MIX: PLACE ● Posters throughout campus ● Computers for registration ● Sign pledge online
MARKETING MIX: PROMOTION
● “Natural Skin Is In” ● Flyers, social media, emails, giveaways
MARKETING MIX: PRODUCT
● Healthy skin ● Being “in the norm” ● Convenience
CORE PRODUCT
ACTUAL PRODUCT - Natural looking skin
MARKETING MIX: PRODUCT
ACTUAL PRODUCT
● Keychain ● Emails
AUGMENTED PRODUCT
MARKETING MIX: PRODUCT
MONITORING/EVALUATION PLAN
BUDGET
IMPLEMENTATION PLAN
● PHASE ONE: VISUAL AWARENESS ● PHASE TWO: BUILDING PARTNERSHIPS ● PHASE THREE: SOCIAL MEDIA ● PHASE FOUR: PLEDGE DRIVES