Bsu Century Council 2009

8/9/2019 Bsu Century Council 2009

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Ball State University


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Productions

Table of Contents

POW! Its not just a sound, its an action. Here at POW Productions,campaigns are not just about powerful creative, persuasive mediaand impressive IMC. Instead, they are driven on the Power of Words the power of a peers words to be more precise. No longer can weclassify ourselves as media planners, but rather social architects of thefuture. So open your ears and prepare yourself for POW Productions.

Executive Board

Jeff Renoe, President John Ratz, Vice President Krista Hess, Treasurer Zachary Grimes, Secretary

Presentation Team Jeff Renoe Stefanie Keffaber Amanda Clark John Ratz Natalie Bruce

Advisors

Michael Hanley Bob Gustafson Dick Shoemaker Alfredo Marin-Car le

Book Design Brandon Stephens

Campaign Director Jef f Ren oe *

Research Zac har y Gri mes * Noah GlickTravis BrubakerKaylee KeopkeCody ThompsonBrook BushongNicole RehlingJennifer PerryNatalie BruceKatie YennaLindsay Crafton

* director

ProductionBrandon Stephens * Luke ChaseMatt CampbellMatt StinnettMarina Heflin

Kylie Carlson

IMCSteve Callender * Topher McKimKarolyn JulesTommy AvitalLaura MercerBobby GalleyMeredith Platt

Media Joh n Rat z * Krista HessDaniel Schulz

Amand a Cl arkChelsi Pryor

Sarah McVeyJacob TaylorNicole DelMastroEddie Posey

StrategyStefanie Keffaber * Elyse Van FleetNoel KunzJanet FordJulie Nelson

Amy Hel ineMegan Harvey

Executive Summary 2

Situation Analysis 3Competitive Analysis 9Primary Research 10Creative Strategy 12Creative Executions 15

Media 21IMC 28Budget and Recommendations 32


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Executive Summary - Challenge

Reaching a media savvy audience like college students hasbecome increasingly difficult. However, when trying to reach themwith a message that counters an ingrained belief, little has worked.Enter this case, and the perceptions of dangerous drinking amongcollege students. Through research however, POW Productions hasfound a solution. Because students look to their friends first for whatship and cool, POWs campaign will be driven by the target throughtheir own words . The campaign will bridge the disconnect that wasfound between perception and reality of a students perceptionon dangerous drinking making it okay to drink in moderation.

- SolutionTo achieve these goals, POW Productions has stepped back from

the traditions of advertising in order to traverse a new path. Rather thanfocusing on the top 20 percent of student drinkers, this campaign will focus on the mid 60 ; a group that POW has found to average between3-6 drinks per occasion. This group can be segmented further.

Coattail Drinkers: Use alcohol as a means of fitting in with others. Social Drinkers: Use alcohol as a means of

increasing their self-esteem in social settings. Competitive Drinkers: Use alcohol in forms of competition.These groups of students are very conscious of the messages

that they are exposed to so as such it is imperative to produce amessage that resonates with them in a personal manner. They are

also very in terested in getting behind and support ing a cause that is relevant to them . As such, POW realized that in order to trulybe successful, these two important factors must me leveraged.

POW Productions has developed a strategic advertisingand IMC campaign that will bridge the disconnect that studentshave about drinking, while making it cool to drink in moderationas opposed to drinking in extreme excess. As such, eachmember of the movement would become their own brandambassador spreading their beliefs among their peers.

- ResearchResearch found that while nearly 90 percent of students classify

binge drinking as dangerous drinking, the majority do not believe theyhave consumed a dangerous amount of alcohol until they vomit. Thisdisconnect is serious, as it shows that students perceive binge drinking tobe approximately 2.5x its accepted definition. It also became evident thattelling students to stop at one or two would be an unreceptive message.

Enter the MOD movement; a movement dedicated to living life as a modera te dr inker . This movement, while giving people theconfidence to be okay living as a moderate drinker, will also ask themto be personally accountable. The tagline, Find Your MOD Spot,encourages the target to find that spot of moderation where theybegin to feel good and loosen up. Its that spot they get to whentheyve had just a few drinks, without having a few too many.

POW will utilize the media budget in a three tier system,

focusing primarily on influencers in tier one along the coastsand follow the adoption curve inward throughout the UnitedStates during tiers two and three. Media focus will be on non-traditional, buzz worthy placements in the beginning of thecampaign to introduce the movement. As the campaign progresses,the message will expand from awareness to education.

This campaign will be launched in August with the Meet MOD Sceneevent as a way to get people talking and blogging. Other IntegratedMarketing Communication (IMC) efforts will be used to provide consumerinteraction with the brand and its main idea. After the campaign launch,IMC events will be purchasable on a per execution basis, allowing POW toextend the budget by partnering with colleges and universities across thenation. This provides the theoretical opportunity of reaching any one of themore than 4,000 colleges and universities throughout the United States.

POW Productions has allocated $4 million to mediaand $5 million to IMC. The remaining $1 million will be usedfor the purpose of production and for contingency.


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Situation Analysis

ContributorsThe Century Council is funded by a group of international distillers,

including Barcardi U.S.A., Inc., Brown-Forman, Diageo, ConstellationBrands Inc., Hood River Distilleries, Inc., Future Brands LLC and SidneyFrank Importing Co. Inc. The distillers have invested more than $175million into The Century Council and support the organizations missionof deterring irresponsible alcohol use. An independent advisory boardof industry leaders in healthcare, government and business, assist inthe development of The Century Councils programs and policies.

Past Promotions

Company ProfileFounded in 1991, The Century Council is a not-for-

profit organization dedicated to combating drunk driving

and underage alcohol consumption. The Century Councilis headquartered in Arlington, Virginia, and headed by theHonorable Susan Molinari, the organizations chairwoman.

The goal of the Century Council is to promote responsibledecision-making regarding the consumption of alcohol anddiscourages all forms of irresponsible drinking through education,communications, research and law enforcement programs.

1995 - Cops In ShopsLaw enforcement and alcohol retailers arranged apartnership to help stop minors from purchasingalcohol. Undercover of cers are positioned instores to deter teens from abusing alcohol.

1997 - National Hardcore Drunk Driving Project Initiative aimed at strengthening drunk driving legislation.


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Situation Analysis

1999 - Parents, Youre Not Done Yet The campaign encourages parents to communicatewith their children about the risks involvedwith underage drinking during college. Thecampaign has created brochures and Web sitesto assist parents in the education process.

2003 - Are You Doing Your Part?The Century Council reported that 65percent of youth get their alcohol fromfamily and friends. The goal was to

inspire parents to have an active role inkeeping alcohol away from teens.

2003 - Alcohol 101+The program was made to help collegestudents make smart decisions aboutalcohol on campus by simulating reallife scenarios that students will face. 2005 - Girl Talk

The Girl Talk campaign helped mothersand daughters communicate the dangersof underage drinking. The campaigncreated Web sites for mothers anddaughters to promote healthy lifestyles.

2006 - Back on TRACThe campaign focused on treatment, responsibility andaccountability on college campuses. It was designedto stop heavy drinking by substance abusers.

2006 - Not In Our HouseNot In Our House is a nationwide program warning adults ofthe dangers of facilitating underage drinking. It also informsunderage individuals about the national drinking law.

2006 - We Dont Serve TeensThis program helped adults understand theconsequences of providing alcohol to teens. The FTC,along with The Century Council, created the campaignto deter parents from allowing minors to drink.

2008 - B4UDrink Educator The B4UDrink program allows users to gure

out their BAC level online or with a mobiledevice to help avoid dangerous drinking.

Problem: Past anti-drinking campaigns have failed to resonatewith the target and have failed to deter dangerous drinking.

Opportunity: Create a social marketing campaignthat unites members of our target and makes it socially acceptable to be a moderate drinker.


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Situation AnalysisTrends

Binge drinking has become commonplace on the collegecampus. 60 percent of all binge drinkers have attended

some college. In fact, more than 76 percent of all drinkingoccassions on the college campus involve binging. Drinking games have become a norm on college campuses.

Games such as beer pong and flippy cup create anenvironment of dangerous drinking. 94 percent of malesand 87 percent of females who participate in thesegames during a specific occasion also binge drink.

Prior to attending social events, many students take partin what is known as pre-gaming. During this activity,students drink prior to going out in order to try and reducethe amount that they spend while out at bars or clubs.Research shows that the longer an individual pre-games,the more likely they are to over consume alcohol.

Political/Legal Factors

Problem: Many students over consumealcohol in an effort to t in with their peers.

Opportunity: Help students realize that many of their peers are moderate drinkers, so they do not

have to reach drunkenness in order to belong.

National Drinking Age Act of 1984This required all states to raise their minimum purchaseand public possession of alcohol age to 21. The Actdoes not require the prohibition of those less than21 years of age from drinking. Instead states aresubject to federal funding cuts for violating the Act.

Other OrganizationsThe Governors Highway Safety Associationsupports the current federal laws on alcoholconsumption. These groups argue the law hasproven its effectiveness and any attempt to reformthe National Drinking Act would lead to increases inalcohol-related deaths. In either case, the legal andphilosophical debate over the federal drinking ageremains one of the hottest public issues to date.

Amethyst InitiativeThe goal of the Amethyst Initiative is to raise publicawareness that the National Drinking Age Act isnot working and its unintended consequences areposing increasing risks to young people. Morethan 130 college and university presidents havesigned the initiative to acknowledge the legal andsocial flaws of the National Drinking Age Act.


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Situation Analysis

PsychographicsMembers of the target are idealistic, socially conscious and

individualistic. They are also likely to be anti-corporate, speak their

minds and dress how they please. They are experts in adapting to newtechnology as well as acquiring information from a number of outlets.This group has a strong appetite for information and

a strong social agenda. In fact, they are always looking tosupport social movements with a cause they believe in.

Regarding advertising, members of the target do not feelthat ads depict their generation in ways they can relate to. Theystruggle to connect with ads that use fear tactics, as the targettends to have an invincibility complex. Ads that go this routeare often filed away by the target as displaying consequencesthat, in their mind, could never affect them. As a result, the

target looks to their social circles for advice on purchasing.

Target SummaryThe guidelines for this campaign define college students as any

students who is no more than 4 years out of high school and is pursuing

an associate or bachelor degree. In order to best utilize the $10 millionbudget, POW recommends focusing on college students during yearone of the campaign to help build brand awareness. In order to seecontinued results in the future POW also plans to extend the messageto parents and educators, which will begin in year two of the campaign.

DemographicsThere are more than 26 million 18-24 year olds in the

United States; half of whom are enrolled in a post-secondary

institution. These students carry $122 billion in spendingpower and look to their friends for advice on how to spendtheir discretionary income. To maintain that income, more than75 percent of college students maintain a part-time job.

Primary Target: GeographicsThis target is spread across the country at more than 4,000

colleges and universities, heavying up in any specific DMAs couldbe a wasted investment. Therefore, it is important to choose costefficient mediums that can reach members of the target on a nationaland local level. MOD will select inexpensive opportunities andcreate promotions that are most relevant to the target in areas thatcontain the highest concentrations of the categoried drinkers.

Problem: Students are cautious to acceptmessages they are exposed to in the media.

Opportunity: Create a campaign that speaks tothe target on a peer-to-peer level in order to build their trust in the movement and its campaign.5 4


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1-2

Low Moderate Mod-High High

3-6

College Student (18-22)

7+

Coattail Drinker Social Drinker Competitive Drinker These individuals rely heavily onthe influence of others beforeconsuming alcohol. Coattaildrinkers do not necessarily planto drink, but do so in order to be

accepted by friends and to avoidbeing socially ostracized. Thisgroup is the most susceptible topeer pressure. Members of thissegment can be best describedas being for the present asopposed to in the future.

Social drinkers representindividuals who drink to improvetheir social status. Members of thisgroup often lack theself-confidence to approach others

in social settings and turn toalcohol as a form of liquid courage.Social drinkers also tend toconsume alcohol prior to mostsocial events. Known aspre-gaming, socials will drink prior to going out and spend lessmoney at a bar or club to maintaintheir level of intoxication, whileupholding lessened inhibitions forthe purposes of social interaction.

Members of this group perceivealcohol consumption as a way toextend their competitive attitudeinto a social setting. These types of drinkers are at a much higher risk

for dangerous drinking than anyother moderate drinker. Competi-tive drinkers are also highly moti-vated by their desire to competeand incorporate alcohol into someof their everday activities.

Situation AnalysisTarget: Breakdown

MOD will focus its efforts on reaching three types of studentdrinkers during the first year of this campaign Coattails, Socials and

Competitors. Members in these categories tend to prefer drinking inmoderation; however, they often end up drinking more than planneddue to peer influence. These groups makeup nearly 60 percentof all student drinkers and will be the most open to our messageof living the MOD lifestyle based on psychological research.

Problem: Drinking games promote dangerous over-consumption of alcohol and are widely acceptedas normal behavior on college campuses.

Opportunity: Reposition drinking games as social games by making the focus of the game the interactionwith others and not the consumption of alcohol.

risk =

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Situation Analysis

Joshua Brown - a sophomore living in an off campus

apartment, is going to school with hopes of getting intomedical school. He prefers to spend his time working towardsthat future and keeps himself immersed in his studies,preferring researching to drinking, at least until his friendscome knocking. Josh is uncomfortable with going out withhis friends because of his lofty goals, but in fear of beinglooked down upon, he always follows along and tends toend up drinking more than planned. He often wishes he feltmore comfortable telling people when he reaches his limit.

Brand Capsules-

Mary Hartman - a 21-year-old student, is nervous aboutthe plans that she and her friends have made for the night.They are going to a party at their neighbors house. She hasnever really been comfortable while interacting with others,especially when they are of the opposite sex. So, tonight herand her friends are having a power hour before they goout, so they are ready to chat up the boys they may meet.Mary wishes she didnt feel like she had to have a drink totalk to someone, but she lacks the confidence to do so.

Mark Becker - a freshman who has yet to declare a major, lives inthe dorms where he tries do some of his homework when he isnt busyplaying competitive video games on the PlayStation Network. Markdoesnt really enjoy drinking, but when he is out he never refuses agood drinking game, like beer pong or flippy cup, and is always quickto recommend turning something normal, like the board game Apples to

Apples, into a dr inking game. He finds the competition a way to drink withhis friends, even though he doesnt necessarily enjoy the act of drinkingitself. He always seems to drink way more than he plans on because hehates losing, and tries to play until he beats everyone. He would preferit if the games didnt revolve around using drinking as punishment.

Problem: College students seealcohol as a social lubricantand rely on its effects wheninteracting in social situations.

Opportunity: Show students they can have a great time without

relying on alcohol to lower their inhibitions in social situations.


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Competitive AnalysisSocial Competitors: - Social Expectations

The portrayal of alcohol in the mediaglamorizes alcohol consumption.

Movies, new and old, such as Animal House , Beer Fest and Old School have created a social expectationthat drinking at college is a necessity.

Several studies have noted that students, despiteholding moderate attitudes about heavy drinkingthemselves, perceived the community norm of alcoholuse as much more liberal than their own.

- Accountability Members of the target do not want to be accountable for

their irresponsible behavior, which explains the tendency forthe target to binge at locations outside their residence. 19 percent of adults and 16 percent of parents with children

agree that underage drinking is a rite of passage, illustratingthat many adults condone underage drinking, making it easyfor minors to obtain alcohol through social connections.

46 percent of youth who attempt to purchase alcohol employthe shoulder tap method by loitering outside of a store andsoliciting adults to purchase alcohol for them, which illustratesthat responsibility for youth drinking extends to adults.

Economic Competitors: - Alcohol Marketing

Compared to the $10 million allocated to combatbinge drinking, alcohol advertisers account for morethan $4.5 billion per year in ad spending, whichallows alcohol advertisers to control the market.

Alcoho l advertising appeared in each of the 15 highestrated student television shows in 2002, including Survivorand Fear Factor. Alcohol advertisers spent 60 percentmore to advertise on these shows in 2002 than in 2001.

The alcohol industry is estimated to spend more than $1billion per year in point-of-purchase advertising, effectivelyreaching the target in locations it visits frequently, such asconvenience stores. As a result, 75 percent of the target reports

seeing alcohol ads frequently in these establishments.- Alcohol Pricing

Although alcohol consumption is understood to be inverselyrelated to its price, these measures do not consider thespecial price considerations for college students. Much of thedrinking among college students, particularly binge drinking,takes place at parties where alcohol is available for free or atlocal bars that offer discounted prices to attract students.

Alcoho l specials and promotions are prevalent in the alcoholoutlets around college campuses. Almost 75 percent of on-premise establishments offer specials on weekends and providedat least one type of beer promotion. The availability of largevolumes of alcohol, low sale prices and frequent promotionswere correlated with higher binge drinking rates on campuses.


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Primary ResearchResearch: Primary - Survey:

In order to better understand the needs of the target, POWdeveloped a survey aimed at measuring student perceptions andbehaviors as they relate to alcohol consumption. POW surveyed545 students in 25 different states. Relevant findings included:

Of students who drink, 61.3 percent consume, on average,3-6 drinks per occasion. This represents the portion of thetarget that prefers to drink moderately compared to the 21.2percent who consume more than seven drinks per outing.

91.2 percent of respondents equate binge drinking to dangerousdrinking; however, 41 percent do not believe they have dranka dangerous amount until they either vomit or pass out.

62 percent of respondents noted to have at least one bingedrinking occasion within a typical two-week period.

Respondents thought it took between three and four drinks perhour for an individual to be binge drinking, which is nearly doublethe limit defined by the National Institute on Alcohol Abuse.

Although the majority of responden ts mentionedthat their educational institution had an alcoholawareness program, only 8 percent of respondentsmentioned that they would utilize such a program.

- The Water Experiment:To effectively measure student perceptions in relation to their

behaviors, POW conducted a blind social experiment. The team setup a mock house party fit with all the essentials, including music,games and free drinks. Participants were unaware, however, that thedrinks provided contained no alcohol. The goal of this experimentwas to observe how student behavior is affected by the apparentpresence of alcohol. Every aspect of the mock party, including itsplanning were similar to other off-campus parties. The event waspromoted through word-of-mouth and social networking sites.

After several hour s of non-al coholic par tying, researchers noti fiedattendees that their drinks were dry and they had been apart of astudy measuring the perceived effects of alcohol on social behavior.

At the conclusion of the experiment, a focus group was held on-sit e.No participants were harmed during this experiment and extremeprecautions were undertaken to ensure participant safety andconfidentiality. Relevant findings from this experiment included:

A direct correlat ion between the amount of noise therewas at the party and the amount of interaction betweenthose in attendance. While participants were participatingin games there was a lot of social activity. When the gamesstopped, however, the social interaction quickly ended.

When those in attendance were informed that there wasno alcohol at the party, the majority admitted to having

figured it out on their own. Though they had already realizedthat alcohol was not a part of the experience, no oneleft the party. This reinforces the idea that alcohol is notcritical to a students willingness or ability to socialize.


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Primary Research - Focus Groups:

POW conducted two focus groups, each having 10 membersof the target ranging in age from 19 to 22. Participants were askedquestions regarding drinking habits, perceptions of binge drinking

among sexes and effective ways to reach them. Key insights included: Students are unlikely to connect with public

service announcements, either due to theirmessage, content or frequency.

Students in the group who fell within the aforementioned 60percent tended to fit into three categories. Those who wantto fit in, those who want to socialize and those who wish toplay games, which is illustrated in the target breakdown.

In support of secondary research, focus group members equatedbinge drinking with dangerous drinking. However, there was alarge disconnect between th actual definition of binge drinking

and their perceptions of what it means to drink dangerously.

- Concept TestConcepts were presented to 25 members of the

target. Students were asked about their feelings regardingmultiple tag lines and graphic concepts. Through this

concept test, POW extracted the following insights: Students liked that people were not shown in

the creative , because it allowed them to envisionthemselves in the ads, rather than create feelings ofalienation for not being like the people they see.

The target felt the overall campaign idea resonated with them ; providing not only a reason to payattention but also to partake in the message.

The tagline Find Your MOD Spot was quickly iden tifiedas the favorite and created enough curiosity throughits meaning. The taglines somewhat sexual undertone

led to the target wanting to seek more information.

Problem: Students dont understand the proper de nitionof binge drinking and the consequences associated with it.

Opportunity: Educate students on what it means to binge drink and then use i t to leverage a campaignto decrease perceptions of dangerous drinking.


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Creative StrategyBusiness Objectives

1. Develop a research-based, $10 millioncommunications campaign to combat the dangerous

overconsumption of alcohol by college students.2. Implement an effective integrated communicationscampaign that includes multiple stand-alone componentsthat can be applied individually or as part of acomprehensive communication for college campuses.

3. Prepare a research-based communication strategy witha menu of creative tactics at different budget levels thatcan be presented to current and potential partners to combatdangerous overconsumption of alcohol on college campuses.

Ad Objectives - Cognitive

Position drinking as a non-necessity for social interaction. Introduce the target to students who

consume alcohol in moderation. Inform the target about the differences between their

perceptions of dangerous drinking and its reality.

- Affective Provide a feeling of confidence to members of

the target without the need for alcohol. Develop a connection between members of the target through

a cause that links them through similar beliefs and values.

- Conative Persuade the target to put measures in place to reduce over

consumption, specifically while engaged in drinking games. Increase awareness about the need for a

consumption education plan. Convince influencers within the moderate drinking

target to set an example for their peers.

Target - Demographic

This target is made up of Moderate drinking collegestudents who consume an average of 3-6 drinks peroccasion and are no more than 4 years out of high schoolor pursuing a 2 or 4 year associate or bachelor degree.

- GeographicThis target is spread across the United States at more than

4,000 colleges nationwide. They are dispersed around campusesdepending on their class standing and campus housing rules.

- PsychographicThis target shares some important similarities. They struggle to

connect with ads that use fear tactics, as the target tends to have aninvincibility complex. Ads that go this route are often filed away by thetarget as displaying consequences that, in their mind, could never affectthem. Also, members of this target have a strong social agenda and arealways looking to support the next social movement with a cause that,much like the To Write Love On Her Arms campaign that was started bya girl from her MySpace page. Because of their distrust in the media,creating a message that speaks with the voice of a peer is critical.

Since moderate drinkers make up such a large part of thestudent drinking population, we have broken down the targetinto three separate segments based on their drinking habits.

1. Coattail These drinkers are much more prone to peerpressure and consume alcohol to keep from being looked downupon by friends. Because of their fears, the members of thistarget are likely to consume more than originally planned.

2. Socials Students in this category turn to alcoholas a social lubricant. They are uncomfortable withintermingling with people they do not know unless theyhave had a chance to reduce their social inhibitions.

3. Competitors Because of their competitive nature, thesedrinkers believe that the best way to be social is throughcompetition. However, most games focus more on using drinkingas a punishment and not on providing social opportunities.


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Creative StrategyCompetitive Frame

A number of obstacles make promoting responsible drinking achallenging endeavor. Although the Century Council does not have

any direct competitors in terms of other organizations, they doface the challenge of placing advertisements in environments thatare saturated with a myriad of alcohol promotions. Bars and liquorstores surrounding college campuses all encourage heavy alcoholconsumption by creating drink specials, happy hours and an overallwet environment. The Century Council also faces stiff competitionfrom other PSAs fighting to place their public service announcementsin a limited number of spaces, and also compete against the targetsfeelings toward advertising. This makes creating an effective,visually appealing campaign relevant to the target a necessity.

PositioningCurrently college students perceive drinking as a socialnecessity and a must for fitting in. Throughout their lives theyhave been the targets of two specific kinds of messages. Thesesuggest that they either dont drink or dont drink and drive.While drink and drive campaigns have been moderately successful,college students continue to drink in heavy amounts.

Current Perception: My friends wont acceptme if I dont keep up with their drinking.

Desired Perception: Im not the only one who is ok with just

having a couple drinks and my friends also share this belief.Current Perception: You cant have a

social life without alcohol.Desired Perception: I dont need alcohol to have

the con dence to socialize with others.

Current Perception: You cant play a drinkinggame unless you are getting plastered.

Desired Perception: Drinking games are less aboutgetting drunk and more about being social with others.

Restrictions Content must observe ordinary standards of decency No commercial messages or brand logos of any alcohol or spirit

Claim Support60 percent of student drinkers attempt to consume in what

students perceive as moderation. These students tend to increase theirconsumption due to peer pressure and social anxiety, and because ofthis, sometimes have a tendency to drink more than they had planned.Only 21 percent of students average more than seven drinks perevening making the moderate drinkers the majority, not the minority.

Over 90 percent of the target equate binge drinking with

dangerous drinking. However, while binge drinking occurs at aBAC of .08, more than 40 percent believe they havent consumeda dangerous amount of alcohol until they have either passedout or thrown up, which occurs on average at a BAC of .2.


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Creative StrategyTone and Manner

This campaign will focus on developing a social movementthat engages the target through the use of trendy, peer-to-peermessages that make it socially acceptable to be a moderate drinker.The campaign launch will use a mixture of subtle, undergroundmarketing to create a buzz among influencers within the target.

As the movement progresses, creative executions will slowlyreveal the meaning behind the viral placements. As influencersspread the word to their peers, the campaign will take on amotivating and educational message connecting the targetto each other as well as to the moderation movement.

Consumer PromiseBeing a moderate drinker doesnt make you a minority. It means

you are actually a part of a large group of student drinkers whoare connected by the decisions they wish to make, though dontalways make out of fear of the possible social consequences.You are connected socially, responsibly, moderately.

The Big IdeaThe social movement campaign MOD will create social

connections among the target through their desire to support causesthat show relevancy to them. It will provide a connection for moderatedrinkers and will help them realize that it doesnt take drinking to beaccepted or to be social while at school. The tagline Find Your MODSpot will encourage the target to take accountab ility upon their drinkinghabits and create a desire to find more information on MOD itself.


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MO D E R A T I O N T he r e ar e ni ght s y ou w ant t o r e me mbe r . A nd be c ause y our e M O D , t he y r e night s y oul l ne v e r f or ge t .

Creative ExecutionsRip-away Posters

The focus of the rip-away posters will be to provide passers-by with the opportunity to take a free poster with them to use intheir home, dorm or office. These posters will feature the MOD logo,but will act more as a branding device than an advertisement. Thisties in with our focus on trendy, influential members of the target,providing them with the chance to interact with the MOD brand.

Video Game AdsVideo game ads are used for the purpose of branding. Because

these ads will be digitally served, they can have varying messagesthroughout the campaign. In the beginning, however, they will beused only for brand recognition of the logo and the Web site.


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Find Your MOD Spotyourmodsp ot.com

Find Your MOD Spo tyourmodspot.com

mod 2009 About Privacy Contact Us Advertising Terms FAQs

m od fe st o s ta ts n ew s c al en de r m ul ti me di a s ho p

joinhere

Find Your MOD Spot

Youvebeen therebefore. Its easytoget to,but itsalsoeasy topassup.Its thespot youget towhenyouvehad justafew drinks,without havingafew toomany.Haveyou foundyour MODspot ?

ofstudentsconsume between3-6drinksper occassion

60

Sodont worry whatothers think if it onlytakes acoupletoget youtoyourMODspot,

FindYourMODSpot

becauseinreality,theres moreof you

thenthere areofthem.

%

modfesto modspot news

s h op h o m emultimedia

MODCalender:

Friday,April10, 2009 Blow-upBar Bash

StanfordUniversity Campus10:00 p.m. - 3:00 a.mMore information here

Saturday,April25,2009 National FlashMob

Whereveryouare1:00 p.m.More information here

Monday,May 25,2009 MOD Memorial Day Concert

IndianapolisInd.9:00 p.m. - 12:00 a.m.More information here

F ind Your MOD Spotyourmod spot.com

Creative ExecutionsWild Postings

Wild postings will utilize multiple posters to create abranded wallscape with facts and messages about the MODmovement. The posters will be placed in diagonal rows tocreate a unique visual that will easily draw attention.

Web SiteThe Web site, will be created to act as both an informational

and social hub for members of the target. The URL, yourmodspot.com, creates an idea of ownership giving members of the target areason for personal accountability. On the site, visitors will be ableto blog, post comments, learn about the MOD lifestyle, find outabout the next MOD event and purchase merchandise, includingMOD T-shirts, hooded sweatshirts, bracelets and messengerbags. The layout will be clean and resemble the creative toneof the rest of the campaign. Also, a simplified version of thesite will be created for use with the iPhone and iPod Touch.


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E v e r t hink t he r oom is sp ining?Nex t t ime hit y our MOD spot t o k eep it f r om happening.

F ind Y o ur MO D Spo t

I ts ea s y to ge t to, bu t i ts a lso eas y to pass

up. I ts the spo t you ge t to when you ve had

jus t a fe w drinks , wi thou t ha ving a

fe w too

man y. Ha ve you found your MOD spo t?

Yo u v e b e e n t h ere b e f o r e .

Find Your M OD Spotyourmodspot.com

Creative Executions

3x5 CardsBecause these handbills will be used in tier one as a

way to reach influencers, they will define what it meansto be MOD. Also, each side will display its own distinctmessage in order to reinforce the definition that is given.

Rich Media WidgetsThese rich media ads will only expand when interacted with,

as a way to keep the target from developing a negative opinionof the brand due to a forced advertisement. Like our printexecutions, these ads will display only a portion of the logo in thebeginning. However, after visitors scroll over the ad, the entirelogo will be displayed, complete with message and URL.

Front

Back


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Creative ExecutionsPre-roll Ads

These short, simple Flash ads will display the logo centered on theO in MOD and will inform the target of the shows MOD sponsorship.The length of the ads will get the consumers to their content quicker,a point that was often brought up in focus groups and concept tests.

Banner AdsThese ads will be used as a means of brand awareness. The

simple, static ads are created in a clean manner as a way tocounter the targets typical opinion of Internet banner ads.

StencilsBrand ambassadors will use spray chalk to place stenciled MOD

logos around college campuses. These will be used during all threetiers of the campaign to build curiosity and brand awareness.


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Too bad the majority of students think a binge happens at .2 - the point you start throwing up.

Find Your MOD Spot

0 8.The legal definition of a binge is reaching a BAC of

yourmodspot.com

Nearly 90%of alldrinkinggames endin abinge.Maybeits timetomake themabout beingsocialandnot about gettingdrunk.

Find Your MOD SpotFind MODgametips at yourmodspot.com

Ever fall short of the4th quarter afterplaying quarters?

With the number of people who have joined the MOD movement,

chances are the girls have too. So hit your MOD spot, grab your wing man, and go for it.

Find Your MOD Spot

You know that group of hot girls you want to go talk to?

yourmodspot.com

Nearly 90%of alldrinkinggames endin abinge.Maybeits timetomakethem about beingsocialandnot about gettingdrunk.

Ever remember thepeople you meet whileplaying b eer p ong?

Find Your MOD SpotFind MODgametips at yourmodspot.com

With the number of people who have joined the MOD movement,

chances are hes joined too. So hit your MOD spot, grab your girls, and go for it.

Find Your MOD Spot

You know that hot musician youve always been i nto?

yourmodspot.com

Creative ExecutionsPrint (magazine ads)

Magazine ads will run in two different sizes: full page and half page.The half page ads have been designed vertically as a way to maintaincreative consistency and to break through the clutter. After being heavilyexposed to the MOD logo during tier one by brand ambassadors, theseads will only show parts of the logo as a way to increase MOD recallthrough the completion theory. Each ad will display copy targeted toa distinct market segment and drive them to yourmodspot.com.

You know that ho t musician youve alwaysbeen into? With the number of peoplewho have joined the MOD movement,chances are hes joined, too. So hit yourMOD spot, grab your girls and go for it.

The legal definition of a binge is reachinga BAC of .08. Too bad the majorityof students think a binge happens at.2 the point you start throwing up.

You know that group of hot girls youwant to go talk to? With the numberof people who have joined the MODmovement chances are the girlshave, too. So hit your MOD spot,grab your wing man and go for it.

Ever remember the people you meetwhile playing beer pong? Nearly 90%of all drinking games end in a binge.Maybe its time to make them about beingsocial and not about getting drunk.

Ever fall short of the 4th quarter afterplaying quarters? Nearly 90% of alldrinking games end in a binge. Maybeits time to make them about beingsocial and not about getting drunk.


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Creative ExecutionsCommercial

This :30 spot will show members of the target drawing an undisclosed object on a wall whileeach talks about their views of college life and the MOD lifestyle. At the end of the commercial,the camera will pan out to reveal a large drawing of the MOD logo, which will fade into the finalscreen with the original logo, the tagline and the Web address. The spots will be used to buildbrand awareness and an understanding of MOD as well as drive traffic to the Web site.

Scene opens with background music. Camera ison Guy 1, while he is drawing on a brick wall.

I wasnt much of a partier in high school,but once I came to college all my friendswere out drinking so Id go too.

Camera transitions to Girl 1 drawing onthe same wall, music continues.

My girls and I love t he bar scene. After a longweek of class, who doesnt like to celebratethe weekend? Besides, its the only time I haveenough guts to talk to hot guys. (she laughs)

The camera pans away from the wall as t hetwo walk away revealing a chalk drawing of the MOD logo. Music begins to fade out.

Camera returns to Guy 1, he stops drawing and lo oks at the ca mera, m usic c ontin ues.

The parties are awesome in college. Ivemet a ton of people. I even met my girlfriendat one, so why would I risk forgetting it bygetting wasted? Thats why I drink MOD.

Final screen transition over chalk revelaing the final logo and ta gline - with Web URL. Music Ends.

VO - College can be some of the best years ofyour life, so why not remember them? Maybeits time that you find your MOD spot.

Camera back on Girl 2, who also stops drawing and lo oks at the ca mera, m usic c ontin ues.

When my girls and I go out, we always have agreat time. We love having a few drinks, evengetting a little tipsy, but why waste the night bygetting wasted? Thats why were MOD.

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Broadcast

Print

Online Ad Networks

Brand Ambassadors

Search

Video Game Ad Networks

Websites

Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul

MediaMedia Tier Rationale

The communications strategy is divided into three tiersthat will run throughout the year. Each tier serves a uniquepurpose and function for the campaign. The goal of thethree-tier strategy is to accompany organic growth of thebrand through word of mouth among target members.

The first tier of the campaign objective is to create awarenessamong the trendsetters of the target. The second tier is to pushawareness among the majority of the target. The third tier is designedfor a last push among the target to maximize awareness. This three-tierapproach will gradually build awareness and adoption by the target.

1. Tier one of the campaign will exist to influence the influencers.This tier of the campaign will focus on popular culture influencersamong the target. These influencers will help grow the movementthrough word of mouth. This stage will be paralleled by a push oncollege campuses from brand ambassadors. The brand ambassadorswill execute alternative outdoor media placements to spark curiosity.

2. Tier two will focus exclusively on college students. It will containa mix of media to engage the target in the MOD movement.

3. Tier three will focus on both college students andincoming college freshmen. This will focus on utilizinghigh-reaching media for the final push of awareness.


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MediaObjectives and Strategies - TargetObjective: Establish an awareness of 60 percent for the 18-24-year-

old target, with an emphasis on college students who drink moderately.Strategy: Use a combination of alternative andtraditional media executions, which will foster organicgrowth of the MOD social movement.

- GeographicObjective: Create a nationwide movement by reachingout to the maximum number of colleges in the U.S.Strategy: Through use of brand ambassadors and other alternativemedia, funds will be allocated in order to reach studentsbeginning on the East and West coasts. When the adoption

curve begins, the MOD movement will work its way inward asawareness grows. As a result, this campaign will continue totarget additional colleges further within the United States.

- BudgetObjective: Maximize the $10 million budget by using acombination of traditional and non-traditional media suchas digital, buzz marketing, broadcast and print.Strategy: The campaign will allocate the most fundstoward digital executions and brand ambassadors.Print and television will be budgeted periodically assupplemental media in the later part of the campaign.

- SeasonalityObjective: To grow a national social movementbeginning August 1, 2010 through August 1, 2011 withincreasing awareness throughout the campaign.Strategy: By creating an emphasis on buzz and word-of-mouthmarketing early in the campaign, the MOD message will effectivelyinform students about their levels of alcohol consumption andrelay the message to their friends. The movement will thenbegin using traditional media mid-way into the campaign.

- CreativeObjective: Create a social movement that emphasizesthe importance of practicing safe drinking habits anddeters dangerous drinking among college students.Strategy: Use grassroots alternative media supported by traditionalmedia to generate buzz that leads to a movement about the issue.Creating a social movement that incorporates the MOD message andfocusing on trendy placements that are memorable to our target, heMOD movement would encompass the idea of responsible drinking,while entertaining and encouraging the target to participate.

- Reach & FrequencyObjective: Reach 50 percent of the target within the rst halfof the campaign with an average frequency of four per month.

The movement also aims to reach 70 percent of the target bythe end of the campaign with a frequency of ve per month.

Strategy: Use a variety of media to reach the targetin several facets of their media consumption.

- SchedulingObjective: To create an awareness of the MODmovement among the target during each tier.Strategy: Use the tier strategy to gradually build awareness for theMOD movement. The strategy will build buzz during stage one, non-traditional media in tier two and traditional media in tier three.


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Media

Online Advertising NetworksOnline advertising networks will be utilized throughout the

campaign. To allow for maximum reach and offer the best trackingmethods. Targeting methods used will include behavioral, contextual,retargeting, geographic and demographic. The advertising networkswill be optimized during the campaign for the best efficiency.

AdNetwork

Months

Impressionsper month

GRIMPS

CPM

Monthly Cost

Total CostPer site

Platform-A 10 2,385,714 28,628,571 $7.00 $16,700.00 $167,000.00

Specific Media 10 1,200,000 14,400,000 $10.00 $12,000.00 $120,000.00

Tribal Fusion 10 1,000,000 12,000,000 $8.00 $8,000.00 $80,000.00

indieclick 5 529,411 6,352,941 $17.00 $9,000.00 $45,000.00

Google AdNetwork 10 1,000,000 12,000,000 $10.00 $10,000.00 $100,000.00

$512,000.00

SearchOur target searches for more information on topics they are

interested in. By driving interest and curiosity early on, they will takethe initiative to gain further information online. Through search engineoptimization, students can easily find and locate the Web site.

Portal

TermCPC

Months

Impressions

Costper term

Google Alcohol $0.51 12 10,000 $61,200.00

MOD $0.06 12 10,000 $7,200.00

Spot $0.15 12 10,000 $18,000.00

Moderation $0.32 12 10,000 $38,400.00

Drinking $0.34 12 10,000 $40,800.00

College $0.68 12 10,000 $81,600.00

Binge $0.15 12 10,000 $18,000.00

Yahoo! Alcohol $0.51 12 10,000 $61,200.00

MOD $0.06 12 10,000 $7,200.00

Spot $0.15 12 10,000 $18,000.00Moderation $0.32 12 10,000 $38,400.00

Drinking $0.34 12 10,000 $40,800.00

College $0.68 12 10,000 $81,600.00

Binge $0.15 12 10,000 $18,000.00

$594,000.00


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MediaOnline Video Pre-RollPandora - Pandora is a customizable online radio program thatoffers numerous rich-media opportunities. This will allow us tointeract with our target by offering music stations while they do otherthings besides drinking, such as studying. This is also an opportunetime to show our commercial to the viewers. Pandora is an idealadvertising vehicle as 57 percent of its viewers are 18-34 year olds.

Meebo - Meebo is an online flash messenger Web site combining AIM, MSN, Yahoo!, Gmail, MySpace IM, Facebook Chat , Jabber,ICQ and G-Talk. It is growing in popularity among our demographicwith an unduplicated U.S. reach of 26.2 million, the primary usersbeing those in our target. The site has also partnered with 33Across,a behavior targeting company which can profile its users. This isa valuable medium because our target is connecting with othersand can easily view our viral ads and rich media widgets, as wellas forward these messages through online conversations.

Facebook - Facebooks largest user profile are college

students 18-24 years of age, consisting of 40.8 percent of itsoverall population. This social networking site has very precisetargeting capabilities, as well as a communication platformwith which our target can disseminate information about ourmovement. This particular vehicle is also cost-efficient, reachingmillions of students, and targeting them for a minimal price.

Twitter - Twitter is a new cultural phenomenon. The socialnetworking service easily connects people through both theInternet, as well as mobile applications, so it can be accessedat anywhere and anytime. The services largest users are 18-34 year old. Forty-six percent of those users are in college.This is a great way to disseminate the MOD message as well asallowing the users to discuss the movement with each other.

Hulu - Sixty-six percent of teens age 16-24 watch onlineTV shows more than live broadcast television.

SiteMonths

Impressions/ Month

GRIMPS

CPM Monthly Cost

TotalCost

Facebook 8 1,428,571 11,428,571 $14.00 $20,000.00 $160,000.00

Pandora 8 1,250,000 10,000,000 $25.00 $10,000.00 $80,000.00

Meebo 6 833,333 4,999,998 $30.00 $10,000.00 $60,000.00

Hulu 4 2,000,000 8,000,000 $25.00 $10,000.00 $40,000.00

$340,000.00


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Media

PrintWord-of-mouth is trusted more by the target audience than

advertisements. Therefore it is very important for a successfulsocial movement to target the trendsetters. Alternative weekly

publications print content about the art, music and culture of thearea and the trendsetters are more likely than others to read them.

Magazine Insertions Ad Size CPM Circulation Impressions C ost/Insertion Total Cost

Village Voice 26 1/2 page $1.58 1,108,900 28,831,400 $1,752.00 $45,552.00

L.A . Weekly 26 1/2 page $2.49 791,873 20,588,698 $1,969.00 $51, 194. 00

Chicago Reader 26 1/2 page $3.91 300,000 7,800,000 $1,172.00 $30,472.00

Philadelphia Weekly 26 1/2 page $3.68 363,500 9,451,000 $1,338.00 $34,788.00

Boston Weekly Dig 14 1/2 page $4.40 300,000 4,200,000 $1,320.00 $18,480.00

Dallas Observer 13 1/2 page $6.13 146,000 1,898,000 $895.00 $11,635.00

Washington City Paper 13 1/2 page $7.66 187,000 2,431,000 $1,432.00 $18,616.00

Creative Loafing-Atlanta 13 1/2 page $4.80 390,400 5,075,200 $1,872.00 $24,336.00

Detroit Metro Times 13 1/2 page $2.16 703,200 9,141,600 $1,516.00 $19,708.00

Saturday Night Magazine 13 1 page $125.10 40,000 480,000 $5,003.95 $60,047.40

College Music Journal 6 1 page $189.87 40,739 244,434 $7,735 $46,410.00

$323,021.25

Video Game NetworksOur target is a high user of new technologies and enjoys playing

video games. With the recent trend in online gaming, there arenumerous advertising opportunities to explore. The PlayStationNetwork offers branded content through hub themes, as wellas on their new social networking world, PlayStationHome.These will allow for trendy new ways that our target can interactand join our movement. Video game ad network buys will helpus gain a wider reach and place ads in various locations in-game as users interact with the gaming environment.

Ad Network CPM Impressions Budget

Massive Ad Network $25.00 4,800,000 $120,000.00

P la yS ta ti on A d N et wor ks $ 25 .0 0 4 ,8 00 ,0 00 $ 12 0, 00 0. 00

$240,000.00


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MediaBrand Ambassadors

Student brand ambassadors are responsible for spreadingthe MOD message among the target through multiple mediaexecutions on college campuses. These brand ambassadorswill be responsible for creating buzz and promoting theMOD message among students. The brand ambassadorswill be responsible for the following media executions:

Spray chalk graffiti will be used with a MOD stencil to createcuriosity. This will be used exclusively in the first phase ofthe campaign to create word-of-mouth among the target.

Wild posting is a technique where posters overlap in acontinuous row. This form of advertising is popular in majormetropolitan areas and effective at drawing attention.These posters will utilize QR code technology whichwill allow the ability to track outdoor placements.

Rip away postings allow for the target to take a freeposter at their will. The posters are displayed aroundcollege campuses and with an encouraging message totake a free poster. These posters will also utilize QR codetechnology which will allow the ability for tracking.

Spot marketing materials will be passed out by brandambassadors at record shops, fashion boutiques, concert venues,restaurants and other key locations that resonate with the target.

Quick Response CodeUnique Quick Response codes generated for each participating

university will be utilized on fliers, posters, handouts and othercampus structures that the target could take pictures of with theirmobile phone. These QR codes would be specific to each university,and information about the MOD movement, including a link to theWeb site, would be sent back to students. Brand ambassadorswith the most participants of QR codes will receive a potentialbonus. This allows for tracking of the effectiveness of brandambassadors on college campuses and utilizes emerging media.

Cost Execution # ofExecutions

BrandReps

Ca mp us es P ot en ti alBonus

Total

$50.00 Spray Chalk 8 3 350 $50.00 $420,000.00

$70.00 Wild Postings 6 3 350 $50.00 $441,000.00

$35.00 Rip-Away Postings 4 3 350 $50.00 $147,000.00

$50.00 Influencer Spot Marketing 6 3 350 $50.00 $315,000.00

$1,323,000.00


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MediaTelevision

Television will be used in the third tier of the campaign, andwill utilize three cable networks that connect with the target.Each of these networks will be exclusively sponsored by theMOD movement for one month at a time. They will not onlyair nationwide :30 spots, but also network influencers suchas video disc jockey will be utilized, to promote MOD.

Each network has it own unique audience composition and importance in the campaign.

MTVU - Will be utilized in March to focus exclusively oncollege students across 750 college campuses containing7.5 million students. This will be part of the last push to

inform the target about the MOD social movement.

CurrentTV - Will be used in April to reach college studentsand other members of the 18-24 demographic. The networkhas several promotional offers that are a perfect fit for the MODmovement. One promotion could involve VCAM (Viewer Created

Ad Message) where viewers of the network can make their owntelevision ad and enter it in a contest to be used on CurrentTV.The network also positions itself to directly communicate withthe viewer, as 90 percent of the content is viewer generated.

MTV - Will be used in May to target a younger audience. Thenetwork will be utilized to target incoming college freshmento educate them about the MOD social movement.

Stat ion Total Monthly Budget

DigitalPlacement

StationPromotions

Station AirSpot Budget

Spots PerMonth

Frequency

ReachRP

CPP TotalGRP

CurrentTV $92,500.00 $10,000.00 $75,000.00 $7,500.00 150 40 5 0.1 $500.00 200

MTV $360,000.00 $10,000.00 $150,000.00 $200,000.00 100 30 15 0.9 $2,222.22 450

MTVU $155,000.00 $10,000.00 $100,000.00 $45,000.00 150 33 10 0.50 $600.00 330

$607,500.00


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IMCMOD MobObjective: Deliver the MOD message viastudents peers in highly populated places.

Strategy: Demonstrate the difference between drinkers with differingBAC levels and whats positive about finding your MOD Spot.

Rationale: The flash mob will take place during the day, beforethe target has finalized their plans for the night so that there istime to be persuaded. The mob will show the sober audience howdifferent a variation in the number of drinks consumed can causepeople to act. The two shirts left behind by each mobster will serveas collateral for onlookers to take in order to spark their interest forfurther information from the Web site and discussion among friends.

Tactics: MOD ambassadors will send personal email invitationsto recruit 100 people on their campus, informing them what will berequired of them during the flash mob and when and where it will takeplace. At the time of the mob, the MOD ambassadors will distribute twoMOD T-shirts to each person to wear over their own. The outer shirtwill have a list of drinks that the wearer had supposedly consumed.The second shirt will be an original MOD T-shirt. The mob will be tolda specific time, according to a clock in the venue where the flashmob will take place. They will then act out how they would behave ifthey had consumed the stated number of drinks on the top T-shirt.Three minutes later, the MOD Mob will take off the top T-shirt to revealthe original MOD T-shirt underneath. For the next two minutes, theywill act as if they would if they were at their MOD Spot. After that,

they will take off that T-shirt and leave it behind for spectators.

Century Council = $800*Campus Sponsorship = $200

Meet MODObjective: Spread the word to stimulate wordof mouth and influence marketing.

Strategy: Send media kits to bands and celebritiespopular among college students.

Rationale: Gaining support from individuals or groups who thetarget looks to for social guidance serves as a catalyst for theprogression of the MOD movement. Not every recipient of the mediakit will decide to support MOD, but there will be a response. Even oneinstance of a popular actor or musician simply wearing a MOD T-shirtwill have a significant effect on the easily impressionable target.

Tactics: Design an attractive package to send to amultitude of celebrities, including actors, musicians, etc.The Meet MOD package will include the MOD T-shirt withan easy-to-read explanation of the MOD movement.

1000 ppl. = $10,000

OverviewIntegrated Marketing Communication (IMC) involves reaching

the consumer through public relations and promotions. Thesetactics are used as a way to create consumer involvement with theMOD brand. The campaign will be launched with the MODsceneIMC event in August, and each event thereafter will be purchasedon a per execution basis. This will allow prospective colleges anduniversities to pair themselves with an event that best fits with thelifestyle of their campus. Potentially, this means that any one of themore than 4,000 campuses in the U.S. could participate. Collegeswill also have an opportunity to partner with The Century Councilin order to bring additional brand ambassadors to their campus.

IMC Budget = $5 million

* All campus sponsorships based on recomended partnership costs.


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IMCGraffiti WallObjective: Start the academic year with an all day event featuringart, music and fashion to introduce the MOD campaign.

Strategy: Provide an opportunity for talented individualsto make a positive impression on campus influencers.

Rationale: Students are excited to get back to their campuscommunity at the beginning of the school year. They also have plentyof time before they become busy with assignments. A prominent,outdoor event is per fect for this t ime of year. Talented people, likethe graffiti artists featured in this event, are looked to for the latesttrends in popular culture. Influential students will pick up on theartists messages that they relay through their design and carry itover to the rest of their lives as a cause for which they stand.

Tactics: A press release wi ll be sent t o college and city newspapersas a callout for graffiti artists. They will enter the competition for free.The only stipulation for the design is that the only medium the artistscan use is spray paint, and they must explain what MOD means tothem. The designs will be sprayed on 4 x 8 sheets of drywall thatwill hinge together to create a wall. Spray paint for this event will beprovided by a sponsorship from Krylon, and the drywall will be providedby a sponsorship from Home Depot. MOD ambassadors will mill aroundthe event to answer any questions for onlookers. When the artists havecompleted their work, students at the event will fill out ballots, votingfor the artwork they think accurately portrays their vision of MOD. Thewinner of the contest from each school will win $100 and have their

art adapted to a T-shirt design. The T-shirts will become the MODGraffiti Series, which will be sold alongside the regular MOD T-shirts.

Century Council = $350*Campus Sponsorship = $150

MODsceneObjective: Set an example that MOD is amovement that the target should follow.

Strategy: Use societys top influencers to showinfluential students that MOD is in style and cool.

Rationale: MODscene will reach above the college level to theoriginal trendsetters: the artists and fashion icons from whomcollege trendsetters get their influence. The social movementsthat these much-respected people support often trickle down tobecome the causes in which many others eventually believe.

Tactics: MODscene will take place in New York City, Chicagoand Los Angeles. Kits will be sent to the owners of chic fashionboutiques in these cities containing MOD apparel and an invitationto gain recognition by putting their unique twist on the apparel tobring to MODscene. Up and coming artists who are exhibiting inthese cities will be sent an invitation to show a piece that shows howthey interpret MOD. Incentive for these influencers comes from thepublicity they will get from the viral video that will be filmed beforeand during MODscene. Through blogs, social networking sites and thecirculation of the viral video, MODscene will quickly make its way toearly adopter college students who are eager for the next big thing.

Cost of Event = $750,000

* All campus sponsorships based on recomended partnership costs.


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IMCiPhone 3.0 BreathalyzerObjective: Initiate the production of a Breathalyzer extensionfor the iPhone and iPod Touch with 3.0 software.

Strategy: Organize a competition in which studentscan use their skill and talent to produce a Breathalyzerextension for the iPhone and iPod Touch.

Rationale: The iPhone has been the number one most popularhandset in the country for months. In addition, the iPod Touch isgrowing in popularity with everyone else who is not contracted witha cell phone carrier that supports iPhones. Challenging students toproduce such a technology-intensive apparatus shows that MODis aware of their skills and capabilities and that they will not betreated as a lazy crowd, not able to contribute to the real world. A Breathalyzer attachment that students would be able to carry with

them would allow them to keep accurate watch on their BAC.Tactics: Apples development fees would be the responsibili tyof the entrants. MOD will send the competition details to thetechnology departments at universities across the country toprovide an opportunity for interested professors to champion thecontest by offering extra credit or making it a class project. Thisevent will launch at the beginning of the academic school year andend when the first working model is received and passes a testfor functionality, accuracy and quality. The winner will be awarded$100,000 as financial aid to begin production of the Breathalyzerthey developed. Essentially, MOD will help the winner start up a

business that could continue to generate revenue for years.

Cost of Event = $100,000

Wall ProjectionObjective: Create a spectacle where the target can witnessthe private thoughts of their peers about drinking alcohol.

Strategy: Attract at tention and generate buzz through unique visuals.Rationale: A wall project ion of this caliber is a way to sei ze thetargets attention with a event that they have never seen before.Students are generally very familiar with their campus and have asense of ownership. At a site such as this, they are very likely to stopand ask about it. MOD ambassadors will be stationed at the nearesthigh traffic area to answer questions and stimulate discussion. Theprivate, sometimes surprising, thoughts of the actors in the filmwill drive home the message of MOD. Through social networking,buzz about this event will spread throughout the country.

Tactics: At the brand ambassadors orientation, a production t eamwill be present to film the necessary footage, using the ambassadorsas the characters. Each campus brand ambassadors will requestpermission from the university for the event no later than one monthprior to the date. The event will begin at sundown and continuethroughout the evening until foot traffic dies down. The image will bea cutaway view of a residence hall with students carrying on with theirlives in each room. Since it will be projector on the exterior wall of alarge building, it will give the illusion that the wall has been removed.

The technical aspect of this event will primarily be handled bythe hired production team. The cost of the creative interface andthe projectors will come out of the production budget. In order

for students to select characters in the video, a simple electronickeyboard will be wired in and located at the brand ambassadorsstation with large buttons labeled with the characters names.When an observer chooses a character, he or she will press thebutton in order to view him or her closer. The view will zoom toshow just the room where the character is. The character will stopwhat they are doing, turn to the camera, and speak in a candidmanner the feelings they have toward drinking to get drunk.

Century Council = $300*Campus Sponsorship = $200 * All campus sponsorships based on recomended partnership costs.


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Production$940,957 .50

IMC$5,000,000 .50

Media$4,059,042 .50

Budget and RecommendationsCampaign Recommendations

In order to continue the spread of the MOD movement,POW Productions recommends the following:

1. Use money in year two to spread education of theMOD movement to key stakeholders, such as parents andeducators. Because of the constant transition of students incollege, it is imperative that these messages can be deliveredto students prior to when they first consume alcohol.

2. Continue the use of the brand ambassadors into year two,spreading their reach to additional campuses across the country.

3. Maintain use of emerging media into future campaigns, asnew, even more tech-savvy students will arrive at each campus.

4. Actively seek additional funds through partnerships withbrands and companies that resonate with the target, suchas Pepsi, Scion, Starbucks and American Apparel.

TrackingPOW Productions will use the following methods

to ensure campaign effectiveness and success.

1. Track the number of click-throughs to theWeb site from Internet placements.2. Measure the effectiveness of search terms andadjust purchases based on its success.

3. Track the differences in Web trafficduring each tier of the campaign.

4. Conduct focus groups and telephone/online surveysduring the third and seventh month in order to measurethe consumer perceptions of the campaign.

5. Use QR codes to track the success of viral placementsas well as the activation into the MOD Concert.6. Monitor the media for any mentions of the MOD movement.

Bsu Century Council 2009

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