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“Saved by Secure IT”

SecureIT Campaign

Table of Contents Executive Summary pg. 03 pg. 12 Creative Execution Campaign Brief pg. 04 pg. 18 Media Brief swot pg. 05 pg. 20 Media Schedule Target Market pg. 06 pg. 21 Budget Research pg. 08 pg. 22 Evaluation Creative Brief pg. 10 pg. 23 Team Butterly Mafia

Executive Summary

Memorandum

To: SecureIT

From: Team Butterly Mafia

Subject: New Campaign

We were asked to redesign the campaign for SecureIT, Michigan State University’s safe computing re-source within the Computer Services Center. You were struggling to grab the attention of your audi-ence, resulting in students, and the rest of the MSU community to have gaping holes in their knowledge of safe-computing. Many students have never heard of SecureIT, don’t know how to detect a phishing attempt or know the many risks of downloading music, movies and games.

Our goal is to spread the word about SecureIT and everything you endorse, including risks of file shar-ing, phishing and sharing passwords. We want students to recognize SecureIT’s name and to use you as the one and only resource for computing questions, computer checks and computer safety.

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Campaign Brief

MISSIONTo make SecureIT a recognized name among the MSU community, indluding students, staff and faculty. We want the MSU community to habitually practice the safe-computing tactics that SecureIT endorses.

Creative ObjectiveTo reach our audience through humor, using characters that our audience can relate to or enjoy. We use an aesthetic style that is visually attractive to our audience as well.

StrategyUse Humor to gain attention to SecureIT as a non-threatening ally for the Michigan State University community and their computing experiences through a fun and interactive campaign.

Master Media ObjectiveTo reach our audience through the mediums they most use and enjoy - online, social events and free stuff!

SWOT AnalysisStrengths- SecureIT advocates many safe-computing topics (phishing, illegal sharing, strong passwords, etc.)- Located on campus.- SecureIT gives students fair warning when they’ve been caught file sharing. - Student love and wear promotional items, sporting the SecureIT logo. - Free computer checks

Opportunities- Students don’t want to get computer viruses- Inform students of safer and legal alter-natives- Give prizes at events, like iTunes gift card, to promote legal programs. - Make website easier and more functional.

Weaknesses- Downloading is free and easy.- SecureIT ads don’t attract readers - copy heavy, not attractive. - A lot of different messages for audience- Difficult to generate interest among students

Threats- Students don’t care to learn

- “It won’t happen to me” mindset.- Students may have a virus protection software and think they are safe from viruses.

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Target MarketTarget Audience: MSU Community (students, staff and faculty), with focus on Underclassmen.

Meet “Steve,” an 18 year old incoming freshman at MSU. He downloads music and movies, just like his friends, and has for years. Steve knows that there are legal conse-quences, but he chooses not to think about that, because he has an “I won’t get caught” mentality. He has a virus protection program so he feels safe from all computer hack-ers. He doesn’t know what phishing is.

Like Steve, our target market has developed unsafe computing practices. Once a habit is formed, it’s hard to crack. We want to reach incoming students too, while they’re transitioning to a new life-style, before they’ve developed college habits and who are impres-sionable and somewhat naive about college culture.

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Do you, or have you ever, illegally downloaded music/movies/video games/etc?We believe that many more than 60% down-load files. These people may have been skeptical to admit their illegal activities.

Do you know what File Sharing is?Most people do know what file sharing is, but 35% of your audience still has no idea.

Have you ever been a victim to identity theft?5% of our audience has had their identity stolen.

Would you get your computer checked for free at the MSU Computer Center?

Reasearch

Have you heard of SecureIT?No. Only 26% of students and employees have heard of SecureIT.

Have you ever shared a password?Most people share their pass-words. With boyfriends, girl-friends, parents, etc.

Do you know the risks of file sharing?They know there is a risk, but they don’t think it will happen to them. “No-body I know has been caught...”

Do you know what phishing is?Over half doesn’t know what it means.

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We researched students of all class levels and adult staff.

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Creative Brief

Background of Creative CampaignZomies are slow, unthinking beings and our zombie character subtley represents a student who is naive about safe-computing and doesn’t bother to think about consequences of unsafe computing.

Creative ExecutionThe tone of our campaign is to use humor to portray SecureIT as a trust-worthy and friendly resource.

Target AudienceWe want to reach the entire MSU community, with a focus on underclassmen and a secondary focus on up-perclassmen, staff and faculty.

Objectives- To make SecureIT’s name well known to the MSU community.

- To encourage safe computing tactics (recognize phishing attempts, legal alternatives to downloading files, virus protection, safe passwords, etc.)

Why a Zombie and his buddy?As stated on the previous page, the zombie is the naive stu-dent, who doesn’t think through unsafe-computing practices as well as knowingly performing unsafe practices. His roommate and friend is the ‘face of Secu-reIT,” who corrects the zombie when he tries to share things that shouldn’t be shared or fool people into thinking he’s someone else. this human represents Se-cureIT as a friend to its users, as well as a resource to learn more about safe-computing.

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Creative Execution Posters Video

File SharingThe poster looks at the idea of file sharing more literally as we see the zombie and his human roommate sharing food in a campus cafeteria. However the human looks justifiably disgust-ed by the zombie’s sandwich.

PhishingPhishing is explored in this ad in a very direct way as we see the zombie nearly fall for phishing attempt in his dorm room. We take advantage of examples of real world phishing seen in the ad, which we hope viewers can relate to, and find humor in.

Password SharingThe zombie roommate has ac-cessed some “personal” photos on his roommates computer, because his roommate shared his password. The zombie smirks at the camera.

Hey.Want a bite?

Sharing can be good. Sharing illegally downloaded files such as movies and music is not. Penalities could include mas-sive fines and even jail time. Don’t file share.

“Saved By SecureIT”tech.msu.edu/secureIT/

555-555-5555

Yes! I am so lucky!

This Nigerian Prince is gonna make me

rich!

You shouldn’t be allowed

online...

Avoid phising. Online scams are all over the place, with predators looking to get your personal information. If it sounds too good to be true it probably is.

“Saved By SecureIT”tech.msu.edu/secureIT/

555-555-5555

Phishing VideoThe zombie roommate gets

dressed up to take a photo for his human dating site profile. His

human roommate is skeptical that he will be able to fool anyone into

thinking that he isn’t actually a zombie. This video takes a little different approach than the cor-

responding print ad but it is to achieve a more humorous effect.

ZOMBIE taking photos of himself, dressed up nice. HUMAN: What are you doing?

ZOMBIE: I signed up for a human dating site. I want to look my best in my photos.

HUMAN looks a little worried. HUMAN: Did you say a human dating site? Hm...

HUMAN and ZOMBIE look at ZOM-BIE’s dating site profile. HUMAN: Dude... I don’t think you’re fooling anyone. ANNCR: Don’t fall for the fake stuff. Avoid phishing. Visit us online at tech.msu.edu. SecureIT Saved by SecureIT.Password sharing video

The human has given his zombie roommate his email password so he could quickly check infor-mation for him. The human in other room is confident that the zombie will simply get the infor-mation and log off. Little did he know that the zombie wanted to use those passwords to look into some “personal” files first.We see ZOMBIE typing on a

laptop. ZOMBIE sees something shock-ing on the computer.

HUMAN in kitchen. Behind HU-MAN, we an see ZOMBIE typing on laptop.HUMAN: Are you done yet? I only gave you that password to check my email. There’s a lot of um... private stuff on there.

ZOMBIE smirks. Computer screen blurs raunchy photoANNCR: Watch who you let in. Computer passwords are passwords for a reason. Visit us online at tech.msu.edu. SecureIT Saved by SecureIT.

File sharing VideoThe human roommate is running late and meets the zombie in the cafeteria, tired and hungry. Try-ing to friendly the zombie offers him some of his special “meat” sandwich. We get a good look at the sandwich; it doesn’t look appetizing. Would you want to share food with a zombie?

HUMAN runs in to caf-eteria to join ZOMBIE for lunch. He’s out of breath.HUMAN: Hey... sorry man. I woke up late and didn’t eat breakfast. I’m starving.

ZOMBIE: It’s ok dude. You want a bite of my meat sandwich?

Close up of sandwich. Gray bits falling out, mysterious red liquid oozing out. ZOMBIE: It’s taaaasty.

HUMAN looks disgusted. HUMAN: I think I’m good. ANNCR: Some things aren’t worth sharing. Downloaded music and movies aren’t worth jail time. Visit us online at tech.msu.edu. Se-cureIT Saved by SecureIT.

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Promotion

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Ambient

Free stuff! Like we mentioned college kids love it. Free con-doms? They love them even more! With this humorous ap-proach Secure IT offers more than safe computing…

It is important to reach our au-dience while they are actually computing. Every student needs to plug their laptop in and we have created zombified electrical outlets which would be placed in lecture halls, the library, and resi-dence halls.

The zombie is everywhere! Zombie characters are “lurking” over the tops of computer screens in the library and computer labs. While the overall look of the cutouts remains the same the text in his speech bubble will vary, either giving students a warning about file sharing, phishing, or password sharing.

Free computer checks at MSU

Computer Center

Comp�r always dieing?

tech.msu.edu/secureIT517-555-5555

College students love free stuff. So naturally we want to give it to them. Mouse pads, USB drives, and mice are great computer related items to give away. We personify the “locking” and “se-cure” aspects of Se-cureIT with bike and laptop lock giveaways.

Water bottles, T-shirts, sling bags and Frisbee’s are also much coveted SWAG. In a partnership with Sparty’s we could also create SecureIT coffee sleeves. Also, these items will always include campaign re-lated images depicting our zombie character and of course the Se-cureIT logo.

Protect Yourself from Viruses

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Events

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SparticipationSecureIT should continue to participate in Sparticipation, offering information and free Zombie make-up. SecureIT could hire local salons or art clubs on cam-pus. The Zombie make-up will help start the recognition of a Zombie-theme along with the SecureIT name.

U-FestU-Fest, taking place in MSU Union, features activities sponsored by local busi-nesses and on-campus groups. SecureIT would benefit by becoming a bigger sponsor, and get the SecureIT logo on the “big giveaway” that is featured each year. SecureIT can offer free Zombie make-up and sponsor a zombie game, such as the Call of Duty: Black Ops. A good way to get students to sign up for a list-serv or text alerts, would be to offer a raffle of the Call of Duty games.

Big Fall ConcertPartnering with UAB/RHA/ASMSU for the Fall concert will help keep SecureIT within its promotional budget, and help to promote its name in a big way. Be-cause Vampire Weekend is a newer musical group that features indie rock music, they fit great within the target audience. The band’s name also helps continue the new promotional theme of SecureIT, because it is a theme-related title.

The Haunted Union:Co-sponsor with UAB a Haunted Union event on Halloween weekend, featuring a “Haunted Computer Lab” and giveaways. Setting a portion of the budget for promotional events such as this is important, because it is interactive and fun. UAB would take care of a large part of the planning process, making it a rela-tively easy event to put together.

Humans v ZombiesSponsor the popular campus-wide game, Humans vs. Zombies, a giant themed game of tag. Zombies and humans compete to be the ‘surviving’ team.This event is one of the best that ties in with this promotional campaign. Secure-IT could give away a set number of bandanas and nerf guns (required) with their logo on it. This game garnered immense popularity the 2010-2011 academic year, and is a great opportunity for SecureIT to further promote its brand.

MSUFCU Partnership- Decorate boards in Residence Halls- Identity Theft protection - Paper/Computer

Live On/Residence Hall Partnership- Sponsor a FREE laptop check once a month in each Residence Hall

Campus Center CinemasThe UAB and RHA Campus Center Cinemas is a great place to promote SecureIT and its new theme. SecureIT can feature ads at the start of any movie as well as sponsor zombie movie double features, such as Dawn of the Dead/Shaun of the Dead, 28 Days Later/28 Weeks Later. This inexpensive and easy sponsorship would also get your logo on the UAB table tents on every cafeteria table.

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Media Brief

19Social MediaThe most influential and most used media vehicle to-day is social media (i.e. Facebook and Twitter). We propose creating both Facebook and Twitter pages to help relate better to the target audience of stu-dents. These vehicles will keep SecureIT at the fore-front of students’ mind, because they are constantly using these sites. This would also be a great way to feature weekly or monthly contests for students to win SecureIT swag and stay informed about all Secu-reIT has to offer for the MSU community.

Another form of social media, texting, should be used to reach users. Texting alerts on current phish-ing attempts to avoid and safe computing tips.

Newspaper/CCC AdsUsing the three creative ads featured in this plan book, a great place to advertise is in The State News and the Campus Center Cinemas slideshow before every movie show-time. These two ve-hicles are widely accessible to the MSU community and are well-known for their advertis-ing effectiveness. Though the newspaper ads would only be a flighting schedule and run during the beginning of each semester, the Campus Center Cinemas would be a continu-ous form of advertising that would run throughout the ac-ademic year. The cinema ad is relatively cheaper in cost, and can be used to easily measure out many individuals see the ads from the total atten-dance of screenings.

Table TentsThe weekly cafeteria table tents are an excellent media vehicle to promote SecureIT. Because of the price of these tools, a flighting schedule should be adopted and used to promote SecureIT’s promo-tional events or at the start of each academic semester. Survey research has found that table tents are the most effective advertis-ing tool used on campus to get the word out about an event.

ObjectiveThe objective of this campaign would be to use the best media vehicles that fit within the target audience.

Media MixA combination of the preceding advertising channels will be employed to meet the pro-motional objectives of the campaign. The right mix is the one which best reaches the target audience, and the following vehicles will do just that.

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Media Schedule Flowchart

The Flow Chart represents the flighting and pulsing of our advertisements and promotions based upon seasonality.

Our heaviest advertisements will be during the beginning and end of the Fall and Spring semesters while still keeping a constant stream of adver-tising throughout the rest of the year.

Budget

As you will find in the budget section of the Flow Chart, a great portion of the allocated money is spent to outreach to students via social media and events promotions.

The section for prizes and giveaways will act as incentives to not only help increase brand identity and awareness for SecureIT but will also help to drive more students, faculty and staff to SecureIT’s social media pages.

The budget will also experience flighting and pulsing as more money will be spent at critical times, such as the beginning of Fall/Spring semesters, as needed.

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

Seasonality

Facebook

Twitter

Posters

State News

Table Tents

Youtube

CCC

Text Alerts

Budget:

Giveaways

Prizes

Events $7000

$2,000

$2,000

$540

$500

$1,100

$1,728

$400

$2,700

$500

Ambient Media $1,500

$19,968

Meet the Mafia

Laura LarsonLaura is an Advertis-ing senior at MSU. She will be graduating summer 2011. Over the next year she hopes to land a job in marketing down south.

Beth Berensis a creative Advertis-ing major at Michigan State University. She learned a lot from being a part of this mafia, so watch out world.

Ashley Pattersongraduating May 2011 with a B.A. in Adver-tising. She works on movie promotion and publicity and is Films Director for UAB.

Brian Paulis recieving a B.A. in Media Arts and Adver-tising from MSU. He hopes to use his edu-cation to get a job as a graphic designer, or promotions director.

Kelsey Adamsis a senior at Michi-gan State University, majoring in creative Advertising.

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EvaluationMeasuring the success of the campaign can be done in several ways.

The success of the social media aspect of the campaign can be measured by the number of Facebook friends, “likes”, wall posts, and the involvement of the student body in the con-tests posted on SecureIT social media sites.

Using Twitter, we can measure the success through the number of followers, hashtags referencing and/or related to SecureIT, tweets, re-tweets, and contest involvements via Twitter.

Text Alerts and Youtube will allow SecureIT to easily measure the success based upon the number of people that sign up for the Text Alerts and the amount of Youtube views based upon the video posts on SecureIT’s social media sites.

One of the main goals of this campaign was to increase awareness and identity of SecureIT and their logo and to show students, faculty and staff the services that SecureIT provides while also increasing the awareness of protecting passwords, phishing scams and illegal file sharing. A direct way to measure the successfulness of the campaign in this aspect is through follow up surveys throughout campus and then compare it to the research done at the beginning of this campaign.

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