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Bianca  Hooper  –  President      &    

Natalie  Faragalli  –  Vice  President    

 

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Visionaries is a public relations firm dedicated to linking our clients to their public through high quality innovation. We mix professionalism and creativity in our efforts to build brand recognition for our clients, while upholding ethical and socially responsible standards. At Visionaries, teamwork is a major part of our DNA– we believe we are better when we work together. Ultimately our mission is to build and maintain relationships with your publics that are mutually beneficial. Our Specialties include: · Media relations · Eco Friendly practices · Education · Health

 

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TEAM 1:

This team is in charge of the finding the solution for our client through research. After the research is completed creative solutions are typed up and then edited by the editorial

staff. Each director under the organization director of P.R. projects has his or her own team members. Teams consist of 10 people each.

• Organizational Director of P.R. Projects- the organizational director of P.R.

projects is in charge of finding projects to work on. This director assigns projects to the director of research solutions who then executes the research on the problem with his team. This director is also in charge of editing the final project after the editorial director is finished editing it.

• Director of Research Solutions – the director of research solutions is in charge

of executing the writing task and action part for research on the P.R. problem our client is having. The research director assigns teams to create surveys, and write up focus groups and execute them in full.

• Director of Creative Solutions- This director is in charge of finding creative

solutions that will eliminate the problem our client is having. This director will assign his team to write PSA’s, news releases, and any other written creative materials.

• Editorial Director – the editorial director is in charge of editing all promotional

materials.

Team 2: This team is in charge of inspecting creative solutions and figuring out whether the

creative solutions fit into the budget. Each director under the Director of Inspections for P.R. projects has a team. Teams consist of 10 member for the Director of creative

solutions and 3 members for the Budget Director.

• Director of Inspections for P.R. Projects – This director is in charge of passing off the written creative solutions from team number 1 after reading over them to see if they are executable. After the budget director decides whether or not the creative solutions fit into our client’s budget he/she makes the final decision on what creative solutions to execute.

• Director of Creative Solutions – This director is in charge of assigning his or her

team of 10 a creative solution to execute to see if it is possible. After this team tests whether the creative solution is possible the director reviews their tests to and calls the final judgments and then types them up. After this director types up the final creative solutions to use he passes the project off to the budget director. Please note: The director of creative solutions does not test expensive projects; he or she uses primary research techniques to test most creative solutions.

 

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• Budget Director – The budget director is in charge of figuring out if the creative

solutions fit into our client’s budget.

Team 3 This team is in charge of implementing all final projects.

• Creative solutions team – this team is in charge of implementing all creative

solutions that are event based (non media related)

• Media Relations team – this team is in charge of implementing all types of media tasks.

• Editorial Team – This team is in charge of editing any written material such as

brochures, magazines, or any written promotional material.

• Social media team- this team works under the media relation’s team to execute all social media projects.

• Video team – this team works under the media relation’s team to execute any

video related projects.

 

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About our Client The Pennsylvania Liquor Control Board (PLCB) is committed to regulating the sale of alcohol, educating consumers on the responsible use of alcohol and working to prevent underage alcohol consumption. The PLCB hosts an annual conference for Alcohol Education where prevention professionals from all over gather to meet and discuss different studies on how this issue continues to grow and affect the youth and those abusing alcohol and how they hope to tackle that issue through strategic and innovative measures. History In November 1933 the Pennsylvania General Assembly met to debate and establish a means of controlling and regulating the sale and reproduction of alcohol in the state. On November 29, 1933 they adopted a legislation that created Pennsylvania’s control state system and has since become one of the largest purchasers of wine and spirits in the United States. In total the board operates approximately 608 stores, which are leased from private landlords, infusing nearly $41.0 million to the Pennsylvania Economy. In order to strive to achieve the mission reducing and eliminating dangerous and underage use of alcohol and spread alcohol education the PLCB Bureau of Alcohol Education partners with schools, community groups, licensees and others to spread the message of responsible consumption to reach the targeted audience. On December 20, 2000, Governor Tom Ridge signed the ACT 141 into law, which formalized the Bureau of Alcohol Education’s Responsible Alcohol Management Program (RAMP). RAMP is a way to make sure that the selling of alcohol is done with responsibility and knowledge, to prevent underage and over consumption. With the use of grants given to those who are aimed at changing the way communities deal with underage and dangerous drinking, the establishment of healthy social norms, law enforcement safety for breaking up parties and detecting underage drinking, and many more helpful tactics the PLCB hopes to achieve their mission and put a stop to dangerous and illegal consumption. Issue History & Current State The PLCB is dedicated to preventing underage drinking and dangerous drinking habits; however, over the years they have struggled with communicating messages to the audience that engages in this behavior. As an attempt to tackle this issue the PLCB has conducted both primary and secondary research. The PLCB has used control attempts as well as incentive attempts to prevent underage and dangerous drinking within the state of Pennsylvania. Some of their attempts include: Enforcement: • Becoming one of the largest purchasers of wines and spirits within the United States in

attempts to stop the distribution of alcohol to underage drinkers.

 

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• Establishing a formal bureau for alcohol education for youth within the State of Pennsylvania as an attempt to remove underage drinking from the Pennsylvanian culture.

• Instituting a zero tolerance policy for sales to minors and intoxicated individuals which has spurred store employees to challenge or card suspected minors. This has been by far the most effective strategy.

• Using social media to connect with partners and work with others to combat underage and dangerous drinking. By using social media the PLCB has tried to share examples of best practices in the areas of alcohol education and programs that promote the responsible use of alcohol. Although their attempts to use social media have been innocent they have not succeeded. Currently they only have 344 likes since January 11, 2011.

Rewards: • Giving grants to colleges and universities, communities that host educational

institutions, municipalities, and their organizations such as law enforcement departments and non-profit organizations to develop and/or maintain environmental management prevention strategies to reduce dangerous and underage drinking habits.

• Beginning a Annual Alcohol Awareness Poster Contest for youth and honoring the winners at a ceremony at the Capitol of Rotunda.

 

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We, the Visionaries, believe that passion is the powerful intensity that lives within each one of us and is the driving force behind our motivation and determination to be the best version of ourselves. The problem is that we live in a stressful environment that continues to move at full speed causing some of us to lose sight of that passion and get caught up in what isn’t important in our lives. Our goal is to remind those about that inner passion they have so that they can continue to live each day yearning to do what makes them happy. Because what is most important to each of us isn’t that we do the work that is in front of us, it’s that we do what we love.

       

       

 

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 Page  6  –  7:    About  our  client  Page  8:  Creative  Strategy  Page  10:  Executive  Summary  Page  11:  Situational  Analysis    Page  14:  Client  Background/Issue  History/Current  State  Page  16:  Previous  Communication  Materials  Page  19:  Competitive  Evaluation    Page  20:  Secondary  Research    Page  30:  Primary  Research    Page  45:  Communication  Recommendations    Page  48:  Targeted  Public  Audience    Page  49:  PR  Objectives    Page  50:  Creative  Strategy    Page  51:  Production  Time  Table    Page  54:  Special  Event  Summary    Page  60:  Thirsty  Thursday  Ad  Page  61:  Thirsty  Thursday  News  Release    Page  63  -­‐‑  66:  Thirsty  Thursday  Letters  of  Appeal    Page  67:  Media  Contacts  Page  69  –  71:  Pitch  Emails  and  Letters  Page  73:  Program  Budget  Page  74:  Creative  Executions    Page  88:  Program  Evaluation      

                   

   

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SUNDER HOOD THE

 

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Visionaries has created a strategic communications plan for the Pennsylvania Liquor Control Board (PLCB) unlike anything they have ever done before. Our communications plan is meant to inspire and bring out the best in college students. Rather than trying to scare college students about the effects of alcohol, we want them to know that the PLCB isn’t there to judge them for their choices or lifestyles, instead the members of the PLCB want to build a bond with the college students and help them find their inner passion for the activities that they truly love. Our team began researching the past strategic plans ran by the PLCB to come up with a fresh and innovative way to get the message of safe and responsible consumption indirectly through the use of social media and peer-to-peer messaging. Our plan is nothing like the PLCB has every implemented before. We want to strive to reach to the students on a peer-to-peer basis that puts them in control of their life. We found that when a student is passionate about something, whether it is a sport, an art, or a specific hobby, they are driven to accomplish that passion and continue to let it shine. Our goal is to help students continue with that passion in their life and to allow them to do what they love. The more that they are driven to do what they have a pure love for, the less they are willing to participate in negative activities that will counteract their accomplishments. Through the use of social media and peer-to-peer messaging we found that college students typically plan their nights around what their friends are doing, which is why we found it important to plant the “seed of passion” within the friends’ circle. Our mission is to help college students find passion, share passion and ultimately live their lives through that driven positive force. The Visionaries have developed a number of strategic tactics to keep the communications plan on track. They are fitted for the target audience of female college students, ages 18 to 20 and focus heavily on socializing through positive activities in and around campus. A media kit was developed to promote the Create UR Night website and Facebook page, that features an interactive outlet that allows students to post and share events they plan on attending or wish to promote in and around campus. We’ve also written an event summary for the special event, “Thirsty Thursday’s, a charitable event geared towards getting students out to a non alcoholic party where they can purchase water and fountain drinks that will help save kids in third world countries who need clean water. Our team would like to thank the Pennsylvania Liquor Control Board for the opportunity to work with such a prestigious agency. We hope that what you find in our campaign is a well thought out strategic plan that will benefit your agency and the change the future of college students. Sincerely,

EXECUTIVE SUMMARY

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Visionaries Bianca Hooper Natalie Faragalli

     

The PLCB has several strengths. One of the most important aspects of the PLCB is their “zero tolerance policy.” The PLCB is dedicated to training and certifying alcohol retailers by assuring that they do not serve highly intoxicated legal drinkers and that they card suspicious minors. This policy is also implemented in PLCB retail stores. In accordance with their zero tolerance policy, they also produce educationally focused advertisement’s suggesting healthy levels of alcohol consumption; the appealing aspect of the advertisements add strength, however they are not marketed very well or seen by the intended target audience. Along with the listed strengths above, the PLCB has the ability to network with various companies, communities, and people to try to combat the issue of underage and abusive drinking since it is viewed as a major problem. Lastly, the PLCB is a highly reputable organization. When searched on Google they are listed first on Google places.

One weakness that cannot go overlooked is the PLCB’s social media communication strategies. The PLCB established a Facebook page on January 11th 2011. Some weaknesses regarding this page are that the page lists no link to PLCB website. There are only 356 likes as of November 12, 2012. If the PLCB would like to use their appealing educational focused ads to target teenagers and young adults they will have to give the Facebook page an appealing name that will attract that target audience. The PLCB would also need to post content on the website and the Facebook page that is more relatable to the targeted age groups, teenagers and college students. According to a July 2011 by Pew Internet & American Life

   

   

SITUATIONAL  ANALYSIS  

STRENGTHS  

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FIXING  

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Project, survey 95% of all teens ages 12-17 are active online and 80% of online teens use social network sites such as Facebook or MySpace, and 16% use Twitter. Here are some statistics that will help PLCB reach this targeted audience of teen social media users: • 93% have an account on Facebook • 24% have an account on MySpace • 12% have an account on Twitter • 7% have an account on a Yahoo site • 6% have an account on YouTube • 2% have an account on each of the following: Skype, myYearbook, and Tumblr • 1% have an account on Google Buzz Regarding the second target audience, college students, the following statistics will help PLCB use social media to target their main audience. According to digitalbuzzblog.com 74% of Facebook’s user base is aged 18-24 (http://www.digitalbuzzblog.com/facebook-statistics-stats-facts-2011/). In 2012 86% of people ages 18-29 engaged in using a social networking site.

 

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A Social Media campaign that illustrates healthy tips for responsible drinking, alternative activities and events where alcohol is not involved, and a fact sheet that distributes important information regarding alcohol education. Our most important factor would be to meet with college students to discuss with them on a peer to peer basis the basics of alcohol consumption and alcohol education and to learn their perspective on the issue so that we can better create a message that will reach them on a personal level. What is most important in creating our message and speaking to the students is that they understand that this is a “judgment free” zone. By having us share our own personal stories, the students may feel less resistant when they share their stories. v Coming up with a new social media campaign for Facebook to promote alcohol education v Meet with college students to discuss with them on a peer-to-peer basis the basics of alcohol consumption and learn from them what their perspective is to better create a message that can reach them on a personal level. v Share both personal stories of dangerous alcohol consumption and nationwide statistics to shed light on the situation to the students. v Let under age students engage with each other via social media websites to share post positive announcements about alcohol free events. v We have an opportunity to correct women’s perceptions on drinking:

o On Saturday night’s women believed that their peers consumed 5.6 drinks on average but in actuality only 3.0 drinks on average were consumed.

o On Friday night’s women believed that their peers consumed 5.5 drinks on average but in actuality only 2.9 were consumed (Reported by Penn State pulse). One threat that has been the hardest to tackle is the college culture of drinking. College students have and probably will always consume alcohol because that is the culture that they grow into. At Penn State, for example, there is a bar on almost every corner of downtown State College, tailgating for football games has been a tradition for years, and Greek life also advocates alcohol consumption as well. The current situation of underage drinkers and abusive drinkers is hard to combat because according to the study done in regards to the Social Norms campaign, those who do consume have little concern for what others think of them and what others do. (Lindsey D. Polonec, Ann Marie Major, and L. Erwin Atwood) A third threat that we found important was the concept of unrealistic optimism. What this means is that the danger of alcohol is not taken serious because of the mindset that “that would never happen to me.”

OPPO

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THREATS  

 

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The  Pennsylvania  Liquor  Control  Board  (PLCB)  is  committed  to  regulating  the  sale  of  alcohol,  educating  consumers  on  the  responsible  use  of  alcohol  and  working  to  prevent  underage  alcohol  consumption.    The  PLCB  hosts  an  annual  conference  for  Alcohol  Education  where  prevention  professionals  from  all  over  gather  to  meet  and  discuss  different  studies  on  how  this  issue  continues  to  grow  and  affect  the  youth  and  those  abusing  alcohol  and  how  they  hope  to  tackle  that  issue  through  strategic  and  innovative  measures.    HISTORY    In  November  1933  the  Pennsylvania  General  Assembly  met  to  debate  and  establish  a  means  of  controlling  and  regulating  the  sale  and  reproduction  of  alcohol  in  the  state.    On  November  29,  1933  they  adopted  a  legislation  that  created  Pennsylvania’s  control  state  system  and  has  since  become  one  of  the  largest  purchasers  of  wine  and  spirits  in  the  United  States.  In  total  the  board  operates  approximately  608  stores,  which  are  leased  from  private  landlords,  infusing  nearly  41  million  dollars  to  the  Pennsylvania  Economy.    In  order  to  strive  to  achieve  the  mission  reducing  and  eliminating  dangerous  and  underage  use  of  alcohol  and  spread  alcohol  education  the  PLCB  Bureau  of  Alcohol  Education  partners  with  schools,  community  groups,  licensees  and  others  to  spread  the  message  of  responsible  consumption  to  reach  the  targeted  audience.  On  December  20,  2000,  Governor  Tom  Ridge  signed  the  ACT  141  into  law,  which  formalized  the  Bureau  of  Alcohol  Education’s  Responsible  Alcohol  Management  Program  (RAMP).    RAMP  is  a  way  to  make  sure  that  the  selling  of  alcohol  is  done  with  responsibility  and  knowledge,  to  prevent  underage  and  over  consumption.  With  the  use  of  grants  given  to  those  who  are  aimed  at  changing  the  way  communities  deal  with  underage  and  dangerous  drinking,  the  establishment  of  healthy  social  norms,  law  enforcement  safety  for  breaking  up  parties  and  detecting  underage  drinking,  and  many  more  helpful  tactics  the  PLCB  hopes  to  achieve  their  mission  and  put  a  stop  to  dangerous  and  illegal  consumption.    

CLIENTBACKGROUND TOTALMILAGE

 

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ISSUE HISTORY & CURRENT STATE    The  PLCB  is  dedicated  to  preventing  underage  drinking  and  dangerous  drinking  habits,  however,  over  the  years  they  have  struggled  with  communicating  messages  to  the  audience  that  engages  in  this  behavior.  As  an  attempt  to  tackle  this  issue  the  PLCB  has  conducted  both  primary  and  secondary  research.  The  PLCB  has  used  control  attempts  as  well  as  incentive  attempts  to  prevent  underage  and  dangerous  drinking  within  the  state  of  Pennsylvania.    Some  of  their  attempts  include:      Enforcement:    

• Becoming  one  of  the  largest  purchasers  of  wines  and  spirits  within  the  United  States  in  attempts  to  stop  the  distribution  of  alcohol  to  underage  drinkers.    

• Establishing  a  formal  bureau  for  alcohol  education  for  youth  within  the  State  of  Pennsylvania  as  an  attempt  to  remove  underage  drinking  from  the  Pennsylvanian  culture.    

• Instituting  a  zero  tolerance  policy  for  sales  to  minors  and  intoxicated  individuals  which  has  spurred  store  employees  to  challenge  or  card  suspected  minors.  This  has  been  by  far  the  most  effective  strategy.  

• Using  social  media  to  connect  with  partners  and  work  with  others  to  combat  underage  and  dangerous  drinking.  By  using  social  media  the  PLCB  has  tried  to  share  examples  of  best  practices  in  the  areas  of  alcohol  education  and  programs  that  promote  the  responsible  use  of  alcohol.  Although  their  attempts  to  use  social  media  have  been  innocent  they  have  not  succeeded.  Currently  they  only  have  344  likes  since  January  11,  2011.      

   Rewards:    

• Giving  grants  to  colleges  and  universities,  communities  that  host  educational  institutions,  municipalities,  and  their  organizations  such  as  law  enforcement  departments  and  non-­‐profit  organizations  to  develop  and/or  maintain  environmental  management  prevention  strategies  to  reduce  dangerous  and  underage  drinking  habits.  

• Beginning  a  Annual  Alcohol  Awareness  Poster  Contest  for  youth  and  honoring  the  winners  at  a  ceremony  at  the  Capitol  of  Rotunda.    

 

 

 

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Some of our client’s communication materials include their Facebook, their website, Ad’s from the poster competition, the call the shots campaign, and their program for college students called B.A.S.I.C.S. It seems that our client is struggling with communicating messages through all of theses communication outlets. Regarding Facebook, our client first joined it in 2011 and only has 347 likes not a major number. Although the Facebook page has daily updates and posts there is little interaction between our client and its audience. Currently it shows the most recent post on the Facebook page was over two months ago, July 3rd 2012. Their messages on Facebook seem to be geared towards helping underage drinkers take underage drinking seriously. According to the social norms theory anything geared towards preventing dangerous drinking habits or underage drinking should not be promoted as “alcohol free,” it should just be promoted as something fun and sociable. The Facebook page may be more interactive if our client applied the social norms theory in a media campaign using Facebook. The Facebook also does not seem to have a target audience. For example, one post on September 14th 2012 was geared towards Hispanics. It reads: “ National Hispanic Heritage Month starts tomorrow. Did you know that according to the National Institute of Alcohol Abuse and Alcoholism, Hispanics are less likely than "non-Hispanic" Whites to drink alcohol? But drinking habits seem to change as acculturation takes place particularly among women.” Then another post is geared toward parents on September 10th 2012. It reads: Here's a study that provides parents a good reason to stay in close contact with their kids as they head off to college for the first time. http://www.drugfree.org/join-together/alcohol/risk-of-alcohol-related-harm-greatest-during-first-few-weeks-of-college Some of the other posts seem to only be geared towards underage drinking, which is fine, but our client needs to clearly define its target audience. Statistically more young adults use social media and not parents of the young adults.

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Regarding the website for PLCB it is not very interactive. The website’s resource page is not very descriptive or interactive. It does not give underage drinkers or any of our clients other audiences to interact and find information easily. Here is a screen shot of the resources page:

The resources page should contain more information and be more accessible. For example, if PLCB is running a campaign to prevent underage drinking it should at least be featured on this page. Regarding our clients Campaigns they have not been very successful and have even received negative coverage. One campaign in particular that has received negative coverage is the “Call the Shots,” campaign. Although this campaign has a catchy title I am not sure if the ads and messages were tested enough. After researching the media coverage on this ad via Google the number one thing that popped up was negative. The headline for the coverage of this campaign is, “PA Liquor board takes down rape blaming victim ad.” It claims that the campaign is blaming rape victims for being raped and also their friends. Here is a screenshot of the negative coverage below and a link to the story: http://www.care2.com/causes/pa-liquor-board-takes-down-rape-victim-blaming-ad.html

 

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Our clients programs for college students do not get a lot of media coverage either. For instance, PLCB has a program for college students called B.A.S.I.C.S and it cannot be found on Google. This program should be visible on the first or second page of Google when a search is done. Our client seems to be doing well with their video ads on YouTube. On video ad in particular above the influence no brainer received more than 70,000 views. Other than the video ads the other ads seem to be suffering with little exposure. For instance the ads created for the poster contest seem to only be displayed on Facebook. This gives the ad’s little coverage. Also there are not a lot of professionally made ads. PLCB would benefit from more professionally made peer-to-peer ads.                    

 

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In regards to the PLCB, their biggest competition is that of the college culture and the psychological mindset of college students. In regards to Penn State, there is a bar on almost every corner of downtown State College and tailgating has become a pastime for students and alumni of all ages. Not to mention that entering college, young students are immediately immersed and taken over by the overbearing culture that is alcohol consumption. They use alcohol as a means to mingle and socialize and meet new people.   In our opinion, this seems to be the easiest way for freshmen to meet new people and make friends that can ultimately be friends for life. What we want to do is somehow create a new atmosphere that is outside the realm of alcohol consumption. Obviously we cannot ignore the fact that many college students will drink alcohol. What we want to do is create a way that they can do so responsibly and also offer alternative ways that groups of friends can have fun with each other that does not require the use of alcohol. The easiest way to reach one person is to reach their friends. If we are able to create a way for a group of friends to enjoy their weekends that does not involve alcohol and do so repeatedly so that there is always an alternative to drinking, then perhaps we can instill a new mindset for that particular group, who hopefully will transfer it to their other groups of friends. Through a snowball effect we hope to blur the line that stands between those that drink in college and those that don’t, in hopes to create a student body that is willing to give both an equal balance in their lives.

COMPETITIVEEVALUATION DEALING WITH DEALERSHIPS

 

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The Following section provides an overview of secondary research relevant to underage drinking and dangerous drinking on college campuses. Here is a list of studies below:

• Study 1: “Social Norms Campaign…” • Study 2: PLCB Conference 2012 “Communities in Action: Moving

from Knowledge to Practice” *This study contains 6 campaign descriptions • Study 3: RU Sure Campaign • Study 4: Penn State Pulse Student Drinking 2011 survey statistics • Study 5: Penn State Pulse Student Activities 2011 survey statistics • Study 6: Centre County Emergency Communication Data

STUDY 1:

Title of Research Article: Social Norms Campaign …Evaluating the Believability and Effectiveness of the Social Norms Message “Most Students Drink 0 to 4 Drinks When They Party” Authors of Research Article: Lindsey D. Polonec, Ann Marie Major, and L. Erwin Atwood. The Jimirro Center for the Study of Media Influence. The Pennsylvania State University Link to Article: http://live.psu.edu/story/19866 Short Summary of Social Norms Campaign: This campaign was based on the rationale that binge drinkers will be more likely to reduce their drinking if they believe other students on campus drink less than they themselves do. The first objective of this campaign was to examine the respondents’ drinking behaviors and their perceptions of their friends’ and “most other” students drinking behaviors. The second objective was to explore correlates that may contribute to accuracy and bias in respondents’ social comparisons of the binge-drinking problem and their beliefs in the campaign message that the majority of students on campus drink “0 to 4 drinks when they party.” The data for this study were collected from 277 undergraduate students. Binge drinking is considered having five drinks in one sitting for men and four for women. This article on this campaign was written October 3, 2006. According to a Penn State study, college students’ friends have a greater influence on the students’ drinking behavior or beliefs than that of the Social Norms

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Campaign regarding campus drinking. Why it didn’t work: College students did not believe it. At a northeastern university a survey of 277 college students found that nearly 73% did not believe the norms message that most students drink “0-4” drinks when they party. 53% of that group reported that they typically drink five or more drinks at one sitting and 96% of that group said their friends drink a similar amount and believe that “other students” also drink a similar amount. Why it didn’t work: Along with the disbelief in the message, some students may discount the social norms campaign as an attempt by university administrations to control their behavior. Why it didn’t work: Although the message was effective in motivating 61% of the students to think about binge drinking as a problem, this information does not reduce or increase the drinking of the students. Why it didn’t work: The message was ineffective towards the target hard-core drinkers because they have little concern for what others think and do. STUDY 2: Title of Research Article: PLCB Conference 2012 “Communities in Action: Moving from Knowledge to Practice” Authors of Research Article: This document contains several presentation authors

1. Jay Otto 2. Angela Winter, Pavan Purswani 3. Linda L. Caldwell PhD 4. Joy Hungate 5. Beth Brandeis Gladstone, Molly Mae Wall, Josh Gray, Jan Masland 6. Teresa Bassi-Cook & Kimberley Bassi-Cook

Short Summaries of Presentations: 1. The Norm on Social Norms Marketing Campaigns Jay Otto The notion that addressing community norms is critical to reducing underage drinking. This campaign introduced the Positive Community Norms approach as a framework to organize prevention efforts and grow positive norms in our communities. A key component of this approach is correcting misperceived norms.

 

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2. Party House (Alternative to Alcohol Use) Angela Winter, Pavan Purswani The Party House is a true-life, scenario-based experimental learning program that is intended to educate students about the negative consequences associated with drinking and the drinking culture, as well as policies and laws on college campus and in the community. Students are also encouraged to process their reactions and feelings in an open, non-judgmental atmosphere. 3. More Than Beer in the Pink Refrigerator: The Importance of Healthy Leisure Linda L. Caldwell, PhD The study of the correlation of what one does in their free time and how that affects their health and human development. This project will describe different ways that leisure time can be an important context for prevention of substance abuse among young people, especially college students. The concept of leisure education will be introduced as a means of substance abuse prevention. Link to presentation: http://www.google.com/url?sa=t&rct=j&q=&esrc=s&source=web&cd=1&ved=0CCIQFjAA&url=http%3A%2F%2Fwww.portal.state.pa.us%2Fportal%2Fserver.pt%3Fopen%3D18%26objID%3D1238388%26mode%3D2&ei=daNYUInhF9Kx0QHMv4DQCg&usg=AFQjCNHyBaApW_3zNFrt0Pl1gP3vOnpEuw&sig2=17mgGJOIVBN1J59fYmkucg 4. Communication Strategies for College Binge Drinking Prevention: The Student’s Perspective Joy Hungate The Century County explored the messaging platforms, tested the tonality and resonance of specific messages, and explored the fundamentals of consumers segmentation among college binge drinkers. The exploration of student-generated messages to spread the issue of binge drinking and change the college culture associated with this problem. 5. Moder8ion. Alcohol Programming at Franklin and Marshall College: Same Concerns, New Approach, Positive Results. Beth Brandeis Gladstone, Molly Mae Wall, Josh Gray, Jan Masland .08 is a student run organization that promotes responsible alcohol consumption on Franklin and Marshall’s campus. Instead of demanding complete abstinence, they are realistic about the drinking cultures at colleges and ask those who choose to drink to do so responsibly. 6. Using FACEBOOK as a Prevention Tool Teresa Bassi-Cook & Kimberley Bassi-Cook This campaign focuses on the exploration of the use of social media as a way to spread alcohol, drug, and violence prevention.

 

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STUDY 3: Title of Research: Changing the Culture of College Drinking “A socially situated health communication campaign Authors of Research Article: Linda C. Lederman and Lea P. Stewart Short Summary of RU Sure Campaign: The RU Sure campaign designed to reduce dangerous drinking, combines social norm messages with individual experiences of college students. The college students who have had individual experiences with alcohol then become the carries and crafters of the social norm messages delivered to their peers, this makes the social norm messages more credible. These crafted messages are then used as a prevention tool for dangerous and underage drinking. This campaign uses the socially situated experiential learning model by Lederman and Stewart. According to Lederman and Stewart, authors of Changing the culture of college drinking, this model is defined as the experience based process of acquiring and interpreting social information and misinformation received from peers and other sources within the context of their direct learning experiences. The social norms approach was a media campaign that took place in 1998 in selected institutions to communicate moderate social norms. The approach assumes that misperceptions fuel negative behaviors. The goal of the social norms campaign was to communicate healthy norms that the majority of students are moderate and safe drinkers and thereby alter the perceptual environment of students who believe that a lot of students engage in unsafe and underage drinking habits. In executing the goal the overall task was to illuminate and promote healthy, protective, normative student behaviors to students who engage in dangerous and underage drinking behaviors as their social norm. Reasons why the campaign worked and how to implement it: The main reason why this campaign worked is because it was executed in small group settings. Implementation of the social norms approach can be found on pages 228-231 of “Changing the culture of college drinking by Lederman and Stewart There are four basic steps to implementing a social norms media campaign that seem to work. 1. Dosage of the message: Firstly, the social norms message of drinking alcohol in moderate must be communicated frequently. For example, if the goal is to get college students to think the social norm is that most students do not drink underage or over drink that message must be communicated frequently in media form. This means all

 

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media materials must be rotated and constantly in the public eye. 2. Constant message testing: Secondly, the social norms messages being communicated must be constantly tested through focus groups, experiments and surveys. Ongoing evaluation is a critical part of implementing a social norms approach media campaign. The goal is to continually find out if the message is getting through to the target audience. 3. Promotion and coordination of programs and events: Thirdly, any events geared towards preventing dangerous drinking habits or underage drinking should not be promoted as “alcohol free event.” The event should simply be communicated as a fun social event to attend. It seems that social norms approach is suggesting that a campaign impetrate the identity of a culture to undo a misconception of a culture. 4. Create a new sticky factor: Malcolm Gladwell, in his book the tipping point, talks about the stickiness factor. The stickiness factor is defined as the nature of ideas that are memorable. The stickiness factor, as suggested by Gladwell is one of the keys to launching a social norm epidemic. This idea suggests that we find a trend that sticks to the public. This trend can be implemented through media; for instance, when some of hears just do it they think of the Nike just do it campaign. STUDY 4: Title of Research: Penn State Pulse Student Drinking 2011 survey statistics Authors of Research: Student of Affairs Research and Assessment Link to Research: http://studentaffairs.psu.edu/assessment/pulse Short Summary of Research: This survey phone and web administered survey, conducted by Student Affairs Research and Assessment at University park, provides data from a random sample of 5,992 undergraduate students on alcohol use and high-risk drinking behavior. Survey questions focus on students' alcohol consumption, the direct and indirect consequences of that consumption, and protective and risk behaviors associated with drinking. Out of the 5,992 random sample 1,798 completed the survey.

 

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The majority of respondents were between 18-20 years old (53.3% were 18-20 and 46.7% were 21 or older). Half of the respondents were female (50.3%). 37.6% lived on campus (excluding sorority housing); 14.8% are first-years, 20.0% are sophomores, 32.2% are juniors, and 33.0% are seniors.

Research Results: The results are documented in 4 categories 1. Underage drinking results:

• 57.1% indicated they had tried alcohol (more than a few sips) prior to the age of 18.

• 42.3% had gotten drunk for the first time prior to the age of 18.

• Roughly 69% (69.6 and 69.2, respectively) of students reported drinking on Friday and Saturday nights of a typical week

• 41.25% of high risk drinkers are underage

2. Drinking results based on Week Day:

• The Blood Alcohol Content (BAC) levels of students who drink were higher on the weekends

o Friday nights: .08 o Saturday nights: .09 o Wed/Thurs nights: .06

3. High Risk Drinking:

Drinking results based on gender o 42.5% of women engage in high risk drinking and 52.6% of men

engage in high risk drinking

Drinking results based on geographical location o 37.1% of high risk drinkers live on campus o 53.8% of high risk drinkers live off campus

High risk drinking and grade point average: o Students who drank more had a lower GPA 54.9% had a G.P.A

between 3.00 and 3.29 (see graph below)

 

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4. Perception of Alcohol Use: Students were asked how much alcohol they think a typical Penn State student of their same sex consumes on a typical Thursday, Friday, or Saturday evening. Students perceived that a higher quantity of alcohol was consumed than what is actually reported.

• On Saturday night’s women believed that their peers consumed 5.6 drinks on average but in actuality only 3.0 drinks on average were consumed.

• On Friday night’s women believed that their peers consumed 5.5 drinks on average but in actuality only 2.9 were consumed. (see graph below)

 

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STUDY 5: Title of Research: Penn State Pulse Student Activities 2011 survey statistics Authors of Research: Student of Affairs Research and Assessment Link to Research: http://studentaffairs.psu.edu/assessment/pdf/165.pdf Short Summary of Research: It is reported in Study 4 that The Blood Alcohol Content (BAC) levels of students who drink were higher on the weekends, 0.8 on Friday’s and 0.9 on Saturdays. It is also reported that 41.5% of high-risk drinkers are underage and that 42.5% of high-risk drinkers are women 37.1 % of high-risk drinkers live on campus and 53.8% live off campus. While the percentage of on campus high-risk drinkers is lower than percentage of off campus drinkers we are targeting underage females on campus ages 18-20. Also On Saturday night’s women believed that their peers consumed 5.6 drinks on average but in actuality only 3.0 drinks on average were consumed.

 

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In accordance with false perceptions on Saturday nights, on Friday night’s women believed that their peers consumed 5.5 drinks on average but in actuality only 2.9 were consumed. This study was used to figure out a way to redirect student activities. We will use this study to develop messages on activities that students favor doing (this is directed to our target audience). We will create messages saying that students are engaging in positive activities on Friday’s and Saturdays rather than high risk or underage drinking. The focus of this phone and web administered survey is on students’ views of and participation in cocurricular activities. Included in the survey are questions about students’ involvement, barriers to getting involved, what students learn from their participation, and how students obtain information about cocurricular activities. In total, 1,062 students responded to the survey for a 27% response rate. Of the respondents, 78% are White, 67% are juniors and seniors, and 50% are female. Research Results:

• 75% of students are involved in a student club (can find positive activities for student clubs to get involved in on Friday and Saturday nights)

• 67% of students are involved in some philanthropic service • Women were significantly more likely than men to be involved in a student

club or philanthropic service o Clubs: 79% women, versus 72% men o Philanthropic service: 77% women, versus 57% men

• Students who live on campus were significantly more likely than off-­‐‑campus students to participate in philanthropic activities (74% compared to 65%)

For each of the activities above, students were asked about their level of participation. Figure 2 illustrates that:

• Relatively few students attended events related to clubs and philanthropic services but were not active members (8% and 25%, respectively), and

• A substantial proportion of students held executive positions (committee chair, office, or president) related to

• These two activities (17% in clubs and 9% in philanthropic service).

 

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STUDY 5: Campus Statistics: According to Centre County Emergency Communication Center data, the majority of on-campus 911 calls originate in East Halls followed by South Halls. The remainder of the ETOH overdose calls occurs in the downtown State College borough.

 

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• Survey 1: Student drinking and activity involvement. Collected a

total of 105 responses • Survey 2: Student drinking and activity involvement. Collected a

total of 50 responses • Survey 3: Online Print Advertisements

Survey 1: Student Drinking and activity involvement

PR

IMA

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RESEARCH

 

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STUDY 2: Student Drinking and activity involvement

 

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Survey 3: Online print advertisements Participants were asked to rate how appealing 3 ads were on a 1 to 5 point scale. 1 = lowest and 5 = highest. Question 2

 

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Results for Question 2:

 

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Question 3:

 

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Results for Question 3:

 

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Question 4:

 

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Results for Question 4:

 

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COMMUNICATION RECCOMENDATIONS

CHANGING THE CULTURE “DRIVE” OF UNDERAGE DRINKING SUMMARY: How do you take the deep-rooted culture of underage drinking on college campuses and turn it upside down? At Visionaries we believe it can be done through intense research, casting a vision that details goals and objectives, orchestrating a plan, and adding a flavorful touch to it. Changing the culture of underage drinking on college campuses is by no means a simple task. We believe that it is important to understand the mind of the underage drinker, and then refocus their mind by communicating messages within the environment’s they are most commonly active in. The question is where do the underage drinkers go besides to a bottle of alcohol; where is their hang out place and what messages can be communicated with in their hang out place to refocus their attention? Below we have a few recommendations on how to change the culture of underage drinking for college female students between the ages of 18-20 for the Pennsylvania Liquor Control Board. TRAVEL TO THE DRINKER Sub point 1: “Find out the drivers (underage drinkers) most common hang out spot(s)” 1.) THE PARTY According  to  Newsweek  the  general  theme  Penn  State  students  are  interested  in  is  partying.  Parties’  account  for  the  majority  of  Penn  State  students’  hang  out  spot.  Newsweek  rates  the  top  25  party  schools  by  using  a  methodology  that  includes  colleges  considered  to  be  a  best-­‐‑fit  for  students  interested  in  partying,  the  number  of  on-­‐‑campus  arrests  and  disciplinary  actions  for  drugs  and  alcohol,  and  whether  a  school  made  it  on  Princeton  Review’s  top  lists  of  party  schools  or  beer-­‐‑drinking  schools.  Penn  State  was  listed  among  the  top  25  partying  schools  by  

A M

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NIC

’S OPIN

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Newsweek(http://www.thedailybeast.com/newsweek/galleries/2012/08/05/college-­‐‑rankings-­‐‑2012-­‐‑top-­‐‑party-­‐‑schools-­‐‑photos.html#slide1).     2.) Social Media: According to Pew Research Center’s Internet and American Life Project Surveys, as of 2012 86% of young adults ages 18-29 use social networking sites. This is a huge chunk of the targeted population for ages 18-20. We believe that social media is a great way to engage young adults. After all this is a very common hang out spot for young adults. Sub point 2: “Go to the drivers (underage drinkers) common hang out spot the drinker is.” After figuring out where the drivers most common hang out spots are it is important to go there. Although the PLCB has a Facebook page it does not attract underage drinkers so that they can be educated on the risks of drinking before the age of 21. As much as it is important to go to the driver it is also important to interact with them in a way they can understand. See sub point three below. Sub point 3: “Interact with the Passenger using terms they understand.” After arriving where the driver is it is important that you pick him or her up and make that person your passenger in a metaphorical way. Interaction is vital! We have tested a few online print advertisements to see which messages most appeal to underage drinkers. We also recommend as the changing the culture of college drinking book does to not advertise or promote events and activities as an alcohol education, or alcohol free event if you are hoping to refocus their attention from participating in underage drinking to not participating in underage drinking. Please see the Tint your windows section for more details. Sub point 4: “Fill your gas tank – frequent messaging and communication is important” Lastly, please understand that frequent communication via social media or when using online advertisements is very important. According to the book, “Changing the Culture of College Drinking, Dosage of the message is important. The book states: “Firstly, the social norms message of drinking alcohol in moderate must be communicated frequently. For example, if the goal is to get college students to think the social norm is that most students do not drink underage or over drink that message must be communicated frequently in media form. This means all media materials must be rotated and constantly in the public eye.”

 

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TINT YOUR WINDOWS When communicating with students about alcohol education it is important to not be too direct about what you are doing or else you will scare them away and prevent them from visiting your social media page, website or coming to your event. We recommend to subtly educating them on the dangers of underage drinking. If students know they are going to an alcohol education page or website what would make them want to go there? Nothing is the answer. According to our research student’s drink more so to socialize rather than because they simply enjoy drinking. We recommend creating a social environment for students who are under the age of 21 where they can have fun without the participating in underage drinking. According to the book, “Changing the Culture of College Drinking,” promotion and coordination of events is very important. The book states: “Any events geared towards preventing dangerous drinking habits or underage drinking should not be promoted as “alcohol free event.” The event should simply be communicated as a fun social event to attend” (Changing the culture of college drinking p: 228-231). This is how we came up with the creative tactics Create UR Night website and Facebook page. It is a way to give students the opportunity to socialize about positive events on campus via social media. This is also gets students to engage in relaying messages to each other (peer to peer messaging) since our website and Facebook page encourages them to share the activities via their twitter, Facebook page that they plan on attending. Although our website and Facebook page is geared towards preventing high risk underage drinking in college females ages 18-20 we do not overtly say that. We only advertise the website and Facebook page as a place where they can find alternative activities without even mentioning the words alternative fun, or alcohol free. We also created the event, Thirsty Thursday,” without using the words alcohol free. See the Event Plan section for more details on this event. Thirsty Thursday is an event  that  allows  students  under  the  age  of  21  to  pursue  their  passion  of  partying  without  alcoholic  beverages.  The  event  is  a  charity  party  that  supports  the  water  project  (thewaterproject.org).    

 

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Primary Target Audience Freshmen and Sophomore female students at Penn State who live on campus, specifically East and South Halls, between the ages 18-20 who do consume alcoholic beverages and are high risk drinkers.

TARGETED AUDIENCE BEHINDTHEWHEEL

 

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1. To  reduce  by  half  the  

percentage  high  risk  drinkers  under  the  age  of  21  currently  at  41.5%  on  campus  by  April  13,  2013  through  a  series  of  online  educational  print  and  video  advertisement’s  targeting  college  female  students  from  ages  18  to  20    

2. To  reduce  by  half  the  percentage  of  emergency  alcohol  related  calls  that  originate  in  East  and  South  Halls  and  the  downtown  state  college  area  by  April  13,  2013    

3. To  reduce  by  half  the  Blood  Alcohol  Content  levels  of  students  who  drink  Thursdays,  Saturdays  and  Fridays  by  April  13,  2013  through  implementing  the  “Thirsty  Thursday  Kick-­‐off”  event  

 4. To  reduce  by  half  the  percentage  of  high  risk  drinkers  who  live  on  campus  

currently  at  37.1%  by  April  13,  2013  through  using  the  Create  UR  Night  social  media  campaign  on  createurnight.com  and  the  Create  UR  Night  Facebook  page  that  will  allow  students  to  engage  in  interactive  peer  to  peer  messaging    

 5. To  increase  awareness  of  the  Create  UR  Night  website  and  Facebook  page  by  

90%  by  April  1,  2013  through  a  series  of  online  print  and  video  advertisements.  The  website  and  Facebook  page  will  allow  students  to  relay  peer  to  peer  messages  to  each  other  as  they  share  positive  non  alcoholic  activities  with  each  other  via  social  media  outlets    

PR OBJECTIVES Owner’s Manual

 

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CREATIVESTRATEGY

 Visionaries  created  a  strategy  that  we  believe  will  reach  our  target  audience,  college  females  between  the  ages  of  18-­‐20.  Our  strategy  uses  interactive  peer-­‐to-­‐peer  messaging.  Our  creative  strategy,  “Passion  Drives  Change:  Find  It,  Share  It,  Do  It”  centers  around  the  idea  that  passion  is  contagious.  Those  that  are  driven  by  a  specific  goal  or  dream  will  stop  at  nothing  to  accomplish  that.    We  believe  that  these  are  the  people  who  are  less  likely  to  partake  in  negative  activities.  Through  our  research  we  found  that  college  students  are  more  likely  to  do  an  activity  or  attend  an  event  that  their  friends  go  to  or  suggest  and  if  we  are  able  to  reach  just  one  friend  in  that  circle  than  we  hope  to  start  a  snowball  effect  in  which  that  passion  and  drive  becomes  contagious.  Our  goal  is  to  redirect  and  refocus  the  attention  of  our  target  audience  from  participating  in  high  risk  drinking  and/or  attending  events  that  serve  alcohol  that  may  tempt  them  to  drink  underage  to  participating  in  non  alcoholic  events  &  activities.    The  students  are  the  ones  in  the  drivers  seat;  we  just  hope  to  steer  them  in  the  right  direction.  

RO

AD

TRIP

PASSION DRIV

ES    

CHANGES  

 

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PRODUCTION TIMETABLE

MAPPINGITOUT

Date             Activity  

 “Create  UR  Night”  Website    October  29,  2012         Design  logo  for  Create  UR  Night  campaign  November  5,  2012         Write  content  for  website  November  12,  2012         Proof  read  content                                  November  19,  2012         Add  graphics  and  photos  to  website                    November  26,  2012         Create  Online  Print  advertisements                     Alcohol  education  &  Create  UR                   Night  ad’s  November  26,  2012         Create  Online  video  advertisements                 Alcohol  Education  &  Create  UR                   Night  Ad’s    November  28,  2012         Launch  Website/write  announcement    

                                                   about  website    February  1,  2013             Send  emails  out  to  student  clubs                 Announcing  website  and  Facebook  page      “Create  UR  Night”  Facebook  page    November  12,  2012         Create  Facebook  page                 Upload  cover  &  profile  photo    November  27,  2012         Edit  Facebook  page…make  sure  page                 Information  is  correct  and        

 

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              correlates  with  website    November  28,  2012         Write  announcements  for  social  media                 Pages  and  website  to  student  clubs    February  1,  2013             Send  emails  out  to  student  clubs                 Announcing  website  and  Facebook  page      “Create  UR  Night”  Online  Print  &  Video  Advertisements    November  14,  2012         Get  free  pictures  from  royalty  free                 Images  for  ads  November  15-­‐‑17,  2012         Create  advertisements        January  31  –  February  5,  2013       Release  Video  and  online  Ad’s                   Announcing  website  and  Facebook  page      Date             Activity    “Create  UR  Night”  Special  Event      December  1,2012         Write  letter  of  appeal  for  Beverages    December  2,  2012         Write  letter  of  appeal  for  space  at                 Levels  nightclub    December  3,  2012         Write  press  release  about  event  February  11,  2013         Send  letter  of  appeal  to  levels  nightclub  February  20,  2013         Send  letter  of  appeal  to  Wegmans,               Wal-­‐‑Mart  &  Giant  Food  stores  for                 Beverages      February  18,  2013         Create  Twitter  account  February  20,  2013         Draft  20  tweets  relevant  to  campaign  February  24,  2013         Contact  volunteers  to  verify  attendance  February  28,  2013         Mail  press  kits  March  1,  2013         Fax/Email  news  releases        

 

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Final  Items      March  10,  2013         Contact  volunteers  to  confirm                 attendance  April  11,  2013         12  p.m.  Set  up  table  for  event    April  11,  2013         Call  reporters  to  confirm  attendance                 WTAJ  and  post  pitch  letter  on                 Pitchengine.com    April  12,  2013         12  p.m.  Set  up  table  for  event    April  13,  2013         12  p.m.  Set  up  table  for  event    April  15,  2013         Announce  winners  of  Thirsty  Thursday                 Competition  and  funds  raised          

 

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Title  of  Event:  Thirsty  Thursday  Kick  Off  Location:      

• Levels  Night  Club  (Level  of  Appeal  for  discounted  space)      Time  and  Date:      

• Thursday,  April  11  -­‐  Saturday,  April  13,  2013  • 10  p.m.    to  3  a.m.    

 Content:      

• Water  and  fountain  drinks  will  be  donated  from  Wegmans,  Wal-­‐Mart,  and  Giant  Food  Grocery  Stores.  (Letter  of  Appeal)  

• Music  will  be  provided  by  a  student  D.J.  free  of  charge    • Ticket  passes  will  be  provided  by  Levels  Nightclub  • News  Release  

   Goals  and  Objectives  for  Special  Event:    

• To  reduce  the  amount  of  underage  high  risk  drinking  that  occurs  on  Thursday,  Friday  and  Saturday  by  half  starting  April  11th  and  ending  April  13th  2013  according  to  the  Penn  State  Pulse    

 o 41.25% of high risk drinkers are underage o Roughly 69% (69.6 and 69.2, respectively) of students reported

drinking on Friday and Saturday nights of a typical week

Special Event Summary

Driving the Car

 

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o The Blood Alcohol Content (BAC) levels of students who drink were higher on the weekends

§ Friday nights: .08 § Saturday nights: .09 § Wed/Thurs nights: .06

o 41.5%  of  high  risk  drinkers  are  underage    • To  reduce  the  amount  of  911  on  campus  emergency  calls  that  originate  in  

East  and  South  Halls  and  the  downtown  State  College  area  by  half    

Thirsty  Thursday  Kick  Off  Event  Summary:    According  to  the  Penn  State  Pulse  2011  student  activity  research  survey  (Study  5),  there  are  at  least  5  highly  important  factors  that  influence  students’  choice  of  co-­‐‑curricular  activities.  The  important  factors  are  general  interest  in  the  theme  of  the  student  activity  at  69  percent,  personal  benefits  at  61  percent,  career  benefits  at  58  percent,  doing  good  for  others  at  54  percent  and  lastly  making  new  friends  at  53  percent.      This  event  is  geared  towards  embodying  4  of  these  5  important  factors  to  get  students  involved  in  a  non-­‐‑alcoholic  activity.    The  four  factors  that  will  be  used  are  general  interest  in  the  student  activity  theme,  personal  benefits,  doing  good  for  others,  and  making  new  friends.    First,  we  had  to  figure  out  a  general  theme  Penn  State  students  are  interested  in.      According  to  Newsweek  the  general  theme  Penn  State  students  are  interested  in  is  partying.  Newsweek  rates  the  top  25  party  schools  by  using  a  methodology  that  includes  colleges  considered  to  be  a  best-­‐‑fit  for  students  interested  in  partying,  the  number  of  on-­‐‑campus  arrests  and  disciplinary  actions  for  drugs  and  alcohol,  and  whether  a  school  made  it  on  Princeton  Review’s  top  lists  of  party  schools  or  beer-­‐‑drinking  schools.  Penn  State  was  listed  among  the  top  25  partying  schools  by  Newsweek(http://www.thedailybeast.com/newsweek/galleries/2012/08/05/college-­‐‑rankings-­‐‑2012-­‐‑top-­‐‑party-­‐‑schools-­‐‑photos.html#slide1).    According  to  our  survey  the  majority  of  students  that  try  alcohol  underage  did  it  their  freshman  year  in  college.  See  graph  below  on  next  page.          

 

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                           Secondly,  we  had  to  figure  out  how  we  can  redirect  the  negative  partying  culture  at  Penn  State  that  includes  underage  drinking?  Thirsty  Thursday  Kick-­‐‑off  is  the  answer.      Thirsty  Thursday  Kick-­‐‑off  will  satisfy  the  immediate  desire  students  have  to  personally  benefit  from  the  student  activity  they  are  involved  in.  It  also  combines  the  highly  important  factors  of  doing  good  for  others  and  making  new  friends.    This  event  gives  students  the  chance  to  feel  a  part  of  something  big.    Thirsty  Thursday  Kick  off  is  an  event  that  allows  students  under  the  age  of  21  to  pursue  their  passion  of  partying  without  alcoholic  beverages.  The  event  is  a  charity  party  that  supports  the  water  project  (thewaterproject.org).    How  Thirsty  Thursday  will  Benefit  Students:    Thirsty  Thursday  kick  off  offers  the  4  most  highly  important  factors  found  in  the  Penn  State  pulse  student  activity  survey  that  influence  student’s  choice  of  activities  in  the  following  ways:    

1. General  interest  in  theme:  Again,  the  general  theme  according  to  Newsweek  that  Penn  State  students  are  interested  in  is  partying.  Thirsty  Thursday  offers  a  safe  party  atmosphere  where  students  can  pursue  the  passion  of  partying  without  alcoholic  beverages.    

2. Personal  benefits  –  The  personal  benefit  of  Thirsty  Thursday  for  students  are  that  they  get  to  do  what  they  love,  party.    

 

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3. Doing  good  for  others  –  According  to  the  Penn  State  pulse  student  activities  research  survey  out  of  the  75%  of  students  involved  in  a  student  club  67%  of  those  students  are  involved  in  a  student  activity  that  involves  philanthropic  service.  Also,  women  were  significantly  more  likely  than  men  to  be  involved  in  a  student  club  or  philanthropic  service  at  77  percent  compared  to  men  at  57%  percent.    Thirsty  Thursday  is  an  event  that  embodies  a  philanthropic  nature  for  our  target  audience,  college  females  under  ages  18-­‐21.  Thirsty  Thursday  is  a  charity  party  that  support  the  Water  Project,  a  non-­‐profit  that  supplies  water  to  kids  in  third  world  countries.  At  the  charity  party,  Thirsty  Thursday  water  and  fountain  drinks  will  be  sold  in  place  of  alcoholic  beverages.  Monies  raised  from  Thirsty  Thursday  will  go  towards  supporting  the  Water  Project.  The  tag  line  for  Thirsty  Thursday  Kick  off  is…”it’s  a  water  affair.”    

4. Making  new  friends  –  According  to  the  Penn  State  Pulse  Student  Drinking  survey  41.25  percent  of  high-­‐risk  drinkers  are  underage  and  37.1%  of  high-­‐risk  drinkers  live  on  campus.  We  want  to  reduce  that  by  half.  This  involves  getting  these  high-­‐risk  drinkers  in  an  environment  where  they  can  enjoy  a  social  atmosphere  and  make  new  friends.  One  of  the  reasons  why  the  RU  sure  campaign  worked  is  because  they  executed  it  in  small  groups.  This  is  how  Thirsty  Thursday  will  be  executed.  The  strategy  to  get  college  females  under  the  age  of  21  involved  who  drink  alcohol  and  live  in  the  dorms  is  to  create  a  competition  within  the  dorms  where  they  can  make  friends.  Typically  residential  dorm  areas  are  divided  by  floor  and  each  floor  has  its  own  Residential  Assistant  worker.  We  will  write  a  letter  of  appeal  to  the  Residential  Assistant  worker  and  give  him  or  her  flyers  to  distribute  about  the  Thirsty  Thursday  floor  competition.  This  will  allow  students  to  work  in  teams  that  foster  new  friendships.  Although  our  target  audience  is  college  females  under  the  age  of  21  who  consume  alcohol  the  competition  is  open  to  all  students,  including  student  clubs.  Individual  clubs  and  residential  floors  can  enter  the  competition  by  buying  water  or  fountain  drinks  at  the  water  bar.  Each  drink  bought  will  go  towards  their  point  roster  and  in  the  end  we  will  total  up  which  residential  floor  or  student  club  raised  the  most  money  to  help  support  the  Water  Project.    

 According  to  our  survey  on  student  drinking  and  student  activity  involvement,  Thirsty  Thursday  also  offers  3  things  students  want:    

1. Social  environment  –  According  to  our  survey  on  student  drinking  and  student  activity  involvement,  students  mostly  enjoy  drinking  to  socialize  rather  than  because  they  just  enjoy  drinking.  Thirsty  Thursday  offers  a  social  environment  for  students  to  have  fun  in.  See  graph  below.    

     

 

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Continued  (Social  environment)                            According  to  another  survey  we  did  on  student  drinking  and  activity  involvement  students  said  that  they  drink  because  their  friends  drink  more  so  than  they  drink  because  they  actually  enjoy  it.  This  indicates  that  students  are  really  only  doing  what  their  friends  are  doing  to  socialize.                                              

 

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Students  were  also  asked  what  they  like  to  do  other  than  drinking.  The  majority  of  students  like  to  hang  out  with  their  friends.  Thirsty  Thursday  will  give  them  an  opportunity  to  do  so.                              

2. Enjoyment  from  being  involved  in  a  collegiate/student  activity:      According  to  our  survey  76  percent  of  students  are  involved  in  a  collegiate  or  student  activity  of  some  sort  and  68  percent  rated  4  and  5  as  really  enjoying  being  involved  in  the  collegiate  activity  on  a  scale  of  1  to  5  (1  =  lowest,  5=  highest).          

3. Off  campus  party:    Typically  students  drink  at  off  campus  party.  Thirsty  Thursday  will  be  an  off  campus  party  in  downtown  state  college.  Making  the  party  off  campus  will  also  help  to  reduce  the  majority  of  calls  that  originate  in  the  downtown  state  college  area  according  to  the  Centre  County  Emergency  Communication  Center  data  (see  study  6  of  secondary  research).    

               

 

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Special Event Content

 

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NEWS RELEASE

The Pennsylvania Liquor Control Board PO BOX 8940 Harrisburg, PA 17105

Contact: Ann Major 814-865-3069 (office) 814-359-6466 (cell) Bianca Hooper 814-954-0434 (office) 412-983-4287 (cell)

THIRSTY THURSDAY AT LEVELS NIGHT CLUB SAVES KIDS IN THIRD WORLD COUNTRIES March 1, 2012 For immediate release A different kind of Thirsty Thursday will take place at levels nightclub to help save kids in third world countries. Get ready for a charitable and unforgettable nightclub experience. The event, “Thirsty Thursday Kick off,” hosted by Create UR Night, will feature live performances from the most talented D.J’s at Penn State. In addition, levels nightclub will be open to students ages 18 and up. Students will have the opportunity to save lives of kids in third world countries with every bottled water or fountain drink they buy at the water bar. Monies raised will support the Water Project. “This is going to be the hottest event ever,” said Barblin Essien freshman at Penn State who entered the Thirsty Thursday water competition, “I get the best of both worlds –a party and good deeds.” Thirsty Thursday kick off will take place Thursday through Saturday April 11 – April 13 10 p.m. to 3 a.m. at levels night club. Tickets to get in are $10 and will be sold at the front door. Monies from the tickets will also support the Water Project. On campus housing halls are encouraged to enter the Thirsty Thursday water competition by dorm floor; student clubs and organization are encouraged to do so as well. The winning dorm floor or student club will be chosen by the amount of funds raised for the Water Project during this three day nightclub event. The winners will receive the philanthropic award of the year. Enter the contest at the event by telling the bar tender what student club or campus hall and floor you live in and the name of your Resident Assistant. Resident Assistants and Student Club presidents must enter their teams into the competition by Friday, March 29.

-MORE-

 

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HELP KIDS IN THIRD WORLD COUNTRIES, Add 1 Create UR Night is a social media outlet that updates Penn State students on the latest and hottest events happening on campus and around town. Students can share their events and activities the Create UR Night website and Facebook page by submitting a flyer and description of the event. The motto for Create UR Night is, “Find it…Share it…Do it…” For more information about the event, and Create UR Night contact Bianca Hooper at 814-954-0434 or visit the Create UR Night website at createurnight.com or Facebook page at www.facebook.com/createurnight. Please direct all inquiries to createurnight@gmail.com. For more information about the Water Project please visit thewaterproject.org.

-30-

 

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   PO BOX 8940 Harrisburg, PA 17105-8940 January 10, 2013 Wegmans 345 Colonnade Boulevard State College, PA 16803 Wegmans:    Research by Penn State Pulse on student drinking shows that 41.5 percent of high-risk drinkers are under the age of 21 and the majority of calls for high risk drinkers originate in proximity of downtown state college (East and South Halls in first place, and downtown state college in second place.) Blood Alcohol Content levels of students are usually higher on Thursdays, Fridays and Saturdays according to Penn State Pulse research. The higher the Blood Alcohol Content levels of students the more they are at risk of death or emergency treatments. Fortunately, the consequences of underage drinking can be prevented and reduced, but we need your help. You can be a part of helping students under the age of 21 find positive off campus activities. Our charity party event, “Thirsty Thursday Kick off,” will be held at levels nightclub Thursday, Friday and Saturday April 11 – 13 from 10 p.m. to 3 a.m. Thirsty Thursday Kick off is a charity party event geared towards reducing underage high risk drinking and the amount of emergency calls that originate in East and South Halls and the downtown state college area. Students who attend the event will receive a chance to purchase water and fountain drinks that go towards supporting the Water Project, a non-profit that supplies clean water to kids in third world countries. We are asking for you to please donate 300 bottles of water and 200 fountain drinks. Help us save the many lives of kids in third word countries who do not have access to clean water. All monies raised from water and fountain drinks purchased will go towards the Water Project. The Pennsylvania Liquor Control Board offers a variety of educational programs to

 

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reduce and prevent underage drinking on college campuses. Your decision to participate in our event, Thirsty Thursday, will not only help reduce and prevent underage drinking but it will save the life of innocent kids in third world countries.            For more information about the Pennsylvania Liquor Control Board, or if you wish to accept this offer please contact Ann Major today by phone at 814-359-6466. Thank you for your time and your commitment to the State College community. With warm regards, Ann Major Pennsylvania Liquor Control Board P.S. Water is more vital for survival than alcohol. Let’s create a night of hope together for the kids in third world countries.  

 

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     PO BOX 8940 Harrisburg, PA 17105-8940 January 10, 2013 Levels Night Club 420 East College Avenue State College, PA 16801 Levels Night Club:    Research by Penn State Pulse on student drinking shows that 41.5 percent of high-risk drinkers are under the age of 21 and the majority of calls for high risk drinkers originate in proximity of downtown state college (East and South Halls in first place, and downtown state college in second place.) Blood Alcohol Content levels of students are usually higher on Thursdays, Fridays and Saturdays according to Penn State Pulse research. The higher the Blood Alcohol Content levels of students the more they are at risk of death or emergency treatments. Fortunately, the consequences of underage drinking can be prevented and reduced, but we need your help. You can be a part of helping students under the age of 21 find positive off campus activities by volunteering to let us use levels night club Thursday, Friday and Saturday April 11 – 13 from 10 p.m. to 3 a.m. for our event, Thirsty Thursday Kick off. Thirsty Thursday Kick off is a charity party event geared towards reducing underage high risk drinking and the amount of emergency calls that originate in East and South Halls and the downtown state college area. Students who attend the event will receive a chance to purchase water and fountain drinks that go towards supporting the Water Project, a non-profit that supplies clean water to kids in third world countries. We are asking for you to please volunteer your space at levels nightclub for a discounted price. Help us save a life by giving clean water to kids in third world countries. You can be an integral part of this worthy mission by volunteering just 5 hours a night of your club space Thursday through Saturday.

 

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The Pennsylvania Liquor Control Board offers a variety of educational programs to reduce and prevent underage drinking on college campuses. We Your decision to participate in our event, Thirsty Thursday, will not only help reduce and prevent underage drinking but it will save the life of innocent kids in third world countries.            For more information about the Pennsylvania Liquor Control Board, or if you wish to accept this offer please contact Ann Major today by phone at 814-359-6466. Thank you for your time and your commitment to the State College community. With warm regards, Ann Major Pennsylvania Liquor Control Board P.S. Water is more vital for survival than alcohol. Let’s create an event together for the kids.  

 

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MEDIACONTACTS GPS ASSISTANCE

Media  Plan  

Pennsylvania  Liquor  Control  Board  PO BOX 8940 Harrisburg, PA P: 717-783-8250 F: 814-272-1608

______________________________________________________________________ Medium: Local Daily Newspaper Vehicle: Centre Daily Times Contact: Chris Rosenblum, features reporter

3400 E College Ave. State College, PA16801-6600 P: 814-231-4620 crosenbl@centredaily.com

Angle: Talk about alcohol education video ad “WHAT YOU WANT” and about

the website and Facebook page for Create UR Night. Mention how this is all geared towards reducing underage drinking on campus. Mention the Thirsty Thursday charitable event at Levels Night Club that will help provide water for kids in third world countries and an alternative alcohol free party lifestyle for college students between the ages of 18-20.

Timeline: At their earliest convenience Pitch: Email ________________________________________________________________________ Medium: Online newspaper Vehicle: Onwardstate.com Contact: Sandie Biddle shawnchrist@onwardstate.com Angle: Talk about website and Facebook page for Create UR Night and how it

offers tips to help students have fun and the top events happening in the Penn State community

Timeline: At their earliest convenience Pitch: Email ________________________________________________________________________ Medium: College Newspaper Vehicle: The Daily Collegian Contact: Michael King, editor

 

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123 S Burrowes St. State College, PA 16801-3867 P: 814-865-1828 editorinchief@psucollegian.com

Angle: Talk about website and Facebook page for Create UR Night and the Thirsty Thursday event at Levels Night Club that will help provide water for kids in third world countries. Mention the Thirsty Thursday Water competition for student clubs and residence halls.

Timeline: At their earliest convenience Pitch: Letter/Email ____________________________________________________________________ Medium: TV Station Vehicle: Central PA Live – WTAJ-TV Contact: Sarah Swistak, anchor

5000 6th Ave Altoona, PA 16602 P: 814-235-1010 swistak@wtajtv.com

Angle: Talk about alcohol education video ad “WHAT YOU WANT” and about the website and Facebook page for Create UR Night. Mention how this is all geared towards reducing underage drinking on campus. Mention the Thirsty Thursday charitable event at Levels Night Club that will help provide water for kids in third world countries and an alternative alcohol free party lifestyle for college students between the ages of 18-20.

Timeline: Run March 27, 2013 Pitch: Email ____________________________________________________________________ Medium: Radio Vehicle: WPSU FM Contact: Kristine Allen, program director

174 Outreach Bldg University Park, PA 16802 P: 814-863-9173 Kta1@psu.edu

Angle: Talk about website and Facebook page for Create UR Night and the Thirsty Thursday event at Levels Night Club that will help provide water for kids in third world countries. Mention the Thirsty Thursday Water competition for student clubs and residence halls.

Timeline: At earliest convenience Pitch: Email

 

 

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Pitch  Email:    From:  Bianca  Hooper  Subject:  New  website  helps  students  locate  the  top  events  on  campus  Date:  March  1,  2012  To:  Shawn  Christ    Email:  shawnchrist@onwardstate.com    Shawn  Christ,    For  a  few  years  now  students  and  campus  organizations  have  been  using  social  media  outlets  to  get  other  students  involved  in  their  activities  and  events.  The  only  problem  is  there  is  no  centralized  location  within  these  social  media  outlets  to  let  all  students  know  about  the  events  and  activities  taking  place  on  and  off  campus.      Create  UR  Night  is  new  to  the  social  media  world.  It  was  created  to  help  centralize  the  activities  and  events  taking  place  on  campus  for  all  students  and  give  them  tips  on  good  ways  to  get  involved  in  campus  life  that  reflect  a  positive  lifestyle.  It  offers  students  the  opportunity  to  find  events  and  activities,  and  also  share  them.  Our  motto  is,  “Find  it…,  Share  it…,  Do  it…”      The  events  or  activities  shared  on  our  page  can  be  as  big  as  THON  or  as  small  as  a  video  game  party  at  some  guy  named  Jimmy’s  house.    Create  UR  Night  can  be  found  on  Facebook  at  www.facebook.com/createurnight  ,  or  on  our  website  at  www.createurnight.com.    If  you  have  any  questions  about  Create  UR  Night  please  feel  free  to  contact  me  at  hooper.bianca@gmail.com  or  by  phone  at  412-­‐‑983-­‐‑4287.        We  welcome  the  opportunity  to  answer  any  questions  you  may  have  in  person  or  via  phone.    I  look  forward  to  hearing  from  you  soon.    Sincerely,    Bianca  Hooper  November  5,  2012  

 

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Pitch  Email:    Kyle  Lucas  “Onward  State”  Writer  OnwardState.com    Dear  Mr.  Lucas:    With  the  cold  months  upon  us,  it  is  more  important  than  ever  to  get  out  of  your  dorms  or  apartments  and  escape  the  “Wintertime  Blues.”  The  problem  is  that  students  are  having  a  hard  time  finding  a  one-­‐stop  place  that  lists  positive  events  occurring  on  and  off  campus  and  are  instead  finding  the  escape  in  a  bottle  or  two.    In  fact  according  to  Columbia  University  Medical  Center,  one  of  the  top  ten  ways  to  beat  the  “Wintertime  Blues”  is  to  stay  away  from  alcohol  consumption.  That  is  where  CreateURnight.com  comes  in.      At  Create  UR  night,  we  pride  ourselves  on  being  an  interactive,  one-­‐stop  shop  that  allows  students  to  browse  and  post  any  events  that  they  are  hosting  or  plan  on  attending  both  on  and  off  campus.  Our  goal  is  to  bring  out  the  passion  that  lies  within  all  of  us.  As  the  night  sky  rolls  in  earlier  and  earlier,  sometimes  that  passion  may  go  hiding—our  plan  is  to  restore  it.    Create  UR  night’s  motto  is  “Find  it..Share  it..Do  it”  because  we  believe  that  every  idea  is  worth  sharing.    Everyone  has  the  power  to  make  the  most  out  of  their  nights  and  to  choose  something  new  and  exciting  that  can  bring  the  “life”  back  into  their  lives.    Our  job  is  to  make  that  search  for  something  new  and  exciting  easy  and  accessible.    Doctor  Ann  Marie  Major,  Associate  Professor  and  Director  of  the  Jimirro  Center  for  the  Study  of  Media  Influence,  is  available  to  discuss  the  concept  behind  the  Create  UR  night  website  and  Facebook  page  and  how  important  it  is  that  students  have  a  peer-­‐to-­‐peer,  easily  accessible  way  to  find  and  share  positive  events  on  and  off  campus  that  are  creative,  fun  and  hosted  by  students  like  us.    I  look  forward  to  hearing  from  you  soon.    Sincerely,    Natalie  Faragalli                249  E.  Prospect  Ave,  State  College,  PA  16801                                      267-­‐528-­‐5001    

 

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Pitch  Letter  on  pitchengine.com    

 

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PROGRAMBUDGET GASPRICES

Pennsylvania  Liquor  Control  Board  Budget  for  the  “What’s  Your  Passion?”  Public  Relations  Program  

September  2012  to  December  2012  Onward State Story 3 hours per pitch @ 60.00/hr

2 pitches $360.00

Facebook Posts: 10 hours for research for 15 fb posts @ 60.00/hr 7 hours for writing 15 posts @ 60.00/hr 1 hour to proofread posts @60.00/hr

15 posts = 1 cost

$1,080.00

Web Page Development: 60 hours of Web Page development @ 60.00/hr

1 Web Page $3,600.00

Survey Distribution: 3 hours per research @ 60.00/hr 1 hour per development @ 60.00/hr 20 hours of distribution @ 60.00/hr 2 hours of data collection @ 60.00/hr 3 hours of evaluation @ 60.00/hr

3 Surveys $5,220.00

Feature Story: 12 hours per story @ $60.00 per hour for writer 1 hour for email letter to accompany story @ 60.00

1 feature story

$780.00

Event Preparations: 1 hour per flyer @ 60.00/hr 10 hours of promotion preparation @ 60.00/hr 10 hours of venue preparation @ 60.00/hr

1 event $1,260.00

PR Plan Development: 50 hours of research, writing & editing @ 60.00/hr

1 plan $3,000.00

Total Hours: 255 Total Cost: $18,300

 

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CREATIVEEXECUTIONS PEDALTOTHEMEDAL

4 Tactics: 1. Website: createurnight.com 2. Facebook: www.facebook.com/createurnight 3. Special Event: Thirsty Thursday – see pages 46-

59 for special event summary and content 4. Online Video and Print advertisements

 

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Tactic 1: Createurnight.com : The first tactic, createurnight.com, is a website targeting college females ages 18-20. The website features non-alcoholic activities for this target audience to get involved in, however it is not advertised as an alcohol education or alcohol free website, but rather a website where they can find fun social activities as well as post them. The 2 slogans for createurnight.com are, “Find it…Share it…Do it…” and “Create a night you’ll remember.” The goal is to get students to express their passion for other student activities besides underage drinking. The website also offers a social environment for students. Students are able to vote in the best event and post and share the events they vote for on Facebook or Twitter. This enables students to relay messages to each other about the activities they are involved in, thus they are engaging in peer-to-peer messaging naturally. A few screen shots of our website are below.

Home page:

 

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Home page continued:

Vote 4 Best Event page:

 

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Post UR Event Page:

 

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Post UR Event Page Continued:

 

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Tactic 2: Create UR Night Facebook page: The second tactic, Create Ur Night Facebook page was created to follow our slogan, “Find it…Share it…Do it…” It gives students a social environment to post events, find events, comment on events taking place and reshare events. Our research shows that students are more likely to go to an event mentioned on social media if it is shared or reshared by their friend. Our goal is to use Facebook as a peer-to-peer messaging tool, where students can relay messages about positive non-alcoholic events happening on campus. Our goal is to generate as many likes on our Facebook page by promoting it with online video and print advertisements and through sending out emails to student clubs announcing the Facebook page when it launches. Images of the Facebook page are below:

 

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Tactic 3: Thirsty Thursday Kickoff: see pages 46-59 for special event summary and content

 

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Tactic 4: Online Video and Print Advertisements: The fourth tactic, Online video and print advertisements will be used to promote the Create Ur Night Facebook page, the Create UR Night website as well as alcohol education. Alcohol education ads will be placed on the website in the blog section by “Passion girl,” this allows for the website to still look like a social fun website rather than an alcohol free or alcohol education page. Although it is intended to keep underage students away from participating in high risk drinking we do not have to overtly say it, all we have to do is redirect their attention to alcohol free events. See links and images of advertisements below.

Most popular ad:

 

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2nd Most popular ad:

 

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3rd Most popular ad:

 

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Video Advertisements: “What you want?” video ad Headline: CREATE A NIGHT YOU REALLY WANT AT CREATEURNIGHT.COM View video here: http://www.youtube.com/watch?v=k2eyzxbZS0Q&feature=youtu.be

ADVERTISEMENT- ONLINE Pennsylvania Liquor Control Board

PO BOX 8940 Harrisburg, PA 17105-8940 P: (717) 783-8250 F: (814) 272-1608

Contact: Bianca Hooper (814) 954-0434 (office) (412) 983-4287 (cell) CREATE A NIGHT YOU REALLY WANT AT CREATEURNIGHT.COM Start Date: March 25 Kill Date: April 13 Run Time: 33seconds

 

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VIDEO AUDIO TIME

4 cups of beer “$25-$40”

(Music) – In background behind female voice http://incompetech.com/music/royalty-­‐free/index.html?genre=Rock   “What you Want,” by Kevin MacLeod

:05

Cut to girl in hospital “Emergency Treatment $2,000”

(Music) http://incompetech.com/music/royalty-­‐free/index.html?genre=Rock  “What  you  want,”  by  Kevin  MacLeod  

:04

Cut to ambulance truck “Ambulance ride $550”

(Music) http://incompetech.com/music/royalty-­‐free/index.html?genre=Rock  “What  you  want,”  by  Kevin  MacLeod  

:04

Cut to gavel and Caucasian hand holding $100 bills “$500 or more in Court costs”

(Music) http://incompetech.com/music/royalty-­‐free/index.html?genre=Rock  “What  you  want,”  by  Kevin  MacLeod  

:04

Cut to black screen “Make sure you want what you ask for”

(Music) http://incompetech.com/music/royalty-­‐free/index.html?genre=Rock  “What  you  want,”  by  Kevin  MacLeod  

:03

Cut to black motion elements fire works happy” Continued… “Underage Drinking Costs”

(Music) http://incompetech.com/music/royalty-­‐free/index.html?genre=Rock  “What  you  want,”  by  Kevin  MacLeod  Continued…  (Female  British  Voice)   “Experience the Real Explosion of the Night” “Create a night really want”

:07

Cut to red curtain roll “www.facebook.com/createurnight www.createurnight.com”

No Sound

:06

 

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VIDEO CREDITS: Photo  credits  by  order  of  first  to  last  photo:    Image  courtesy  of  [piyato]  /  FreeDigitalPhotos.net  Image  courtesy  of  [Sura]  /  FreeDigitalPhotos.net  Image  courtesy  of  [Stuart  Miles]  /  FreeDigitalPhotos.net  Image  courtesy  of  [Salvatore  Vuono]  /  FreeDigitalPhotos.net  Image  courtesy  of  [Wooradmu]  /  FreeDigitalPhotos.net    Motion  Picture  Credits  Motion  video  courtesy  of  [www.motionelements.com]  www.motionelements.com    Music  Credits:    What you Want by Kevin MacLeod (incompetech.com) Licensed under Creative Commons: By Attribution 3.0 http://creativecommons.org/licenses/by/3.0/ “Create UR Night” video ad View Video here: https://vimeo.com/55870115

 

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PROGRAMEVALUATION    

Visionaries  plans  to  evaluate  the  success  of  our  campaign  on  three  levels:  preparation,  implementation  and  impact.  To  do  this,  we  will  evaluate  each  goal,  strategy,  and  objective  proposed.      Below  are  a  list  of  questions  we  will  ask  to  evaluate  ourselves:    

1. Did  we  successfully  identify  the  target  audience?    2. Did  we  successfully  reduce  by  half  the  percentage  of  high-­‐risk  drinkers    

 3. under  the  age  of  21on  campus  by  April  13,  2013  who  are  college  females  ages  18  to  20?    

 4. Did  we  successfully  reduce  by  half  the  percentage  of  emergency  alcohol  related  calls  that  originate  in  East  and  South  Hal  sand  in  the  downtown  state  college  area  by  April  13,  2013?    

 5. Did  we  successfully  reduce  by  half  the  Blood  Alcohol  Content  levels  of  students  who  drink  Thursdays,  Saturdays  and  Fridays  by  April  13,  2013  through  implementing  the  “Thirsty  Thursday  Kick-­‐off”  event?  

 6. Were  we  successful  in  getting  people  to  use  the  Create  UR  night  website  and  Facebook  page  by  meeting  this  goal:    

a. To  increase  awareness  of  the  Create  UR  Night  website  and  Facebook  page  by  90%  by  April  1,  2013  through  a  series  of  online  print  and  video  advertisements.  The  website  and  Facebook  page  will  allow  students  to  relay  peer  to  peer  messages  to  each  other  as  they  share  positive  non  alcoholic  activities  with  each  other  via  social  media  outlets      

 

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