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STORM ADVERTISING

TRISHA JAMIESON

NANCY FAUBERT

MONIKA KLIETSCH

ALICE MCLEOD

PRISCILLA FITZMAURICE

JUSTIN BROWN

STORM ADVERTISING 1

EXECUTIVE SUMMARY

The North Bay Parry Sound District Health Unit has presented a problematic situation, within the

community of North Bay and its surrounding area. On October 22nd, 2010 the client further stated

that they wanted to create awareness about Chlamydia among the student reaching the 17-24 target

audience.

There is currently an outstanding rise with the infection, since 1997; due to a lack of regular testing

for sexually transmitted infections and diseases. Generation Y is more likely to contract Chlamydia

since they are more open with their sexualities and are less worried about their physical health. In

order to gain a better understanding of how to proceed with the campaign, primary and secondary

research was conducted within the Canadore and Nippissing institutions. These surveys and focus groups

were used in order to better understand the target audience’s knowledge of Chlamydia, as this was the

best option to conduct research in a timely and efficient manner.

The advantage of launching this campaign is that the audience already know where they are able to get

tested. As they do not know all the information or the lack of symptoms, they are not aware of the risks

involved and of secretly having it. Thus creating an opportunity for the campaign, it will allow shocking

them with the possibilities that will linger in their thoughts, and potentially increase the amount of testing.

Seeing as the budget is at a minimum, the campaign developed is very efficient while maintaining a low

expenditure. Using the media selected for the campaign, the target audience will be reached with

little or no cost at all. The creative execution maintains an integrated message throughout all forms

of media used, through strategies and considerations: to have a very impactful and flourishing

communication.

STORM ADVERTISING 2

NORTH BAY AND PARRY SOUND DISTRICT HEALTH UNIT

The North Bay Parry Sound District Health Unit is a non for profit organization who offers many

services such as free: confidential counseling as well as testing with regards to Sexually

Transmitted Infections to encourage healthy choices with regards to intimacy. Currently secondary

research demonstrates a rise in Chlamydia since 1997. The research suggests this is due to a lack of

people going in for testing. Based on primary research the target market shows little knowledge

about the infection, other than it exist. The majority is unaware there is a new testing procedure

that is less painful and less invasive. Also while 100% of the sample size knew where they could go

for testing most wouldn’t go unless they felt they had a possibility of having it. Secondary research

shows between 50% and 70% will show no signs or symptoms; therefore, how will the target

audience know if they have it without going in for testing. The main problem is the target audience

is unaware of this statistic and other important information regarding STIs and the importance of

regular testing.

Are you aware of the side effects of Chlamydia?

63

39

66

31

51

0 10 20 30 40 50 60 70

Pelvic inflammatory

disease

Ectopic pregnancy

Infertility

Gall bladder infection

Chronic pelvic pain

STORM ADVERTISING 3

The overall concern that was prevalent from the results was the lack of information the target

audience had. This could be a result of lack of interest since the majority stated they are most likely

to get tested when there is a possibility of having Chlamydia. Between 50% and 70% will not have

any signs or symptoms, of those that may have symptoms they could easily be confused as a simple

urinary tract infection. Therefore, the target could be carrying the infection without knowing it and

not feel they need to get tested. Also the focus groups discussed how there is no shock value with

the information that is available for Chlamydia consequently they are not searching out

information.

The goal is to increase awareness for Chlamydia and encourage testing since the largest concern is

that people are unintentionally spreading the infection from the lack of signs and symptoms. The

Health Unit would like to create awareness of the consequences among the youth, as they will feel

more encouraged to get tested. The research indicates that most people know about Chlamydia but

they are unaware of the facts. The surveys indicate Chlamydia is relevant in the targets mind but,

there is still a mixed opinion on what the most common side effects are and the lack of symptoms.

What was gathered from the focus groups was that people did not know that there may not be any

symptoms while infected with Chlamydia. They found this was very disturbing, and suggested this

was is potential information to shock people into getting tested. The side effect results from the

survey, suggested that most people did not know what an ectopic pregnancy was; This is the most

serious side effect and it could potentially be life threatening. This provides proof that people really

do not know what Chlamydia is or how it could affect them.

The overall goal will be to shock the target audience with information and statistics on the

deviousness of Chlamydia and make it relevant to their lifestyle.

STORM ADVERTISING 4

SITUATION ANALYSIS

STORM ADVERTISING 5

MARKET PROFILE

Chlamydia had been in a decline until 1997, when it steadily began to rise according to secondary

research found. Based on primary research, respondents were aware of Chlamydia, yet many could

not give the signs, symptoms, or side effects of the infection. This lack of information resonated

with the focus groups as an issue, which could have been preventing them from getting tested.

In addition, 50% of men and 70% of women will not show signs or symptoms of Chlamydia. The

surveys asked, “What would encourage you to get tested for Chlamydia?” The highest answer was

possibility of having it.

People are unaware that it is common that the infection may have no signs or symptoms, therefore,

they are under the impression they are not sick; to such extent that the level of testing is low.

People usually feel a level of trust with their sexual partner; They may not insist on having

protected sex, leaving them more susceptible to Sexually Transmitted Infections, such as

Chlamydia.

STORM ADVERTISING 6

TARGET MARKET

The segment the Health Unit should target is students that are attending both: Canadore

College and Nipissing University. Thus being since, College students are part of Generation Y. This

generation is seen as very elusive to advertisers seeing that they are a diverse generation. They

speak their minds and dress as they please; as they are often seen as trendsetters and they are a

very popular target for advertisers, by reason of their large size and their influence on the rest of

society.

Students adopt certain preferences during their college years and continue with these after

college. They are also expected to maintain a higher standard of living after college; having a high

spending power as they are very technologically savvy and most are into social networking. They

have grown up with computers and they learn how to use the latest technology as it comes out such

as social media, the internet and IPods. They are known for having unhealthy eating habits which is

not good for their energy levels; Alcohol and drugs contribute to this unhealthy lifestyle. This

generation is very social both online and face to face with their peers, they like to stay out late,

regardless of the time they have to be at school the next day. There are all different types of

students in college, some are there to party and some are there to focus on their education.

Other segments will see the message as well; this will include anyone who enters the school

such as professors, parents, faculty, visitors, potential students and others working at the school. If

a Chlamydia page would be created on the Canadore College website there would also be a

potential reach to anyone who visits the link.

STORM ADVERTISING 7

COMPETITIVE ANALYSIS

The competition for this campaign is other advertisements and information attempting to gain the

attention of the target audience. Since this campaign will be mostly advertised at the school and

other areas where students receive information, the competition could include: posters on campus

(informative and event related), televisions located throughout the school, school radio station

(CLAW), events promoted by the school pub (the wall), student class projects set up in halls,

signage on the buses, bus stops and terminal.

Other competition would be other students distracting the target from reading the posters.

Students are very busy with school and when they get to the school, it is to concentrate on their

courses: not so much at anything else, such as advertisement. There is a lot of pressure that comes

with school and it is often hard to get there on time never mind stopping to look at a poster.

The Internet could also be competition due to the amount of confusion with information that is

always available. This would distract them from the message because the target is more focused on

the internet. Electronic devices are another big distraction seeing that people walk and text or play

with their IPods, instead of looking around them. The advertisement must really grab their

attention in order to overcome the rest of the clutter making students stop in their tracks.

STORM ADVERTISING 8

TARGET AUDIENCE

DEMOGRAPHIC

According to our research the demographics targeted are: men and women between the ages 17 –

24. They are a student body attending either Canadore College or Nipissing University and

therefore, have some post-secondary education. Since students come from all over the world the

message would be speaking to all ethnicities. The target audience will include the other Canadore

campuses such as; Commerce court, Aviation, Downtown, West Nipissing (Sturgeon Falls), Parry

Sound, and Mattawa.

What is your age range?

17 - 24

86%

25 and over

14%

STORM ADVERTISING 9

PSYCHOGRAPHIC

This campaign is directed at those who are sexually active, have a lack of information regarding

Chlamydia, and are not getting tested on a regular basis or between partners.

The audience between the ages of 17 – 24, attending post-secondary have a “free spirit” and feel

sexual activity is expected and part of the experience. Of those surveyed and those who participated

in the focus groups it was almost an even divide of people who are single and people who are in

relationships. From the focus groups most agreed one night stands to be socially acceptable and

based on the surveys 31% said they have had a sexual experience with someone they just met.

From the focus groups it was discovered that people only discuss Sexually Transmitted Diseases as

a joke amongst friends and this minimizes the shock value of Chlamydia. Their peers may want to

ask serious questions, yet they are afraid to speak up because of the joke. They may get the wrong

impression about Chlamydia and think it is not serious. Therefore, they may not even think to look

for further information. In regards to getting tested 54% said they would only go if there was a

possibility of having Chlamydia.

Since there are no signs or symptoms with Chlamydia these is not a sufficient reason to get tested.

This audience is pressed for time with daily routines which could include any of the following;

classes, group projects, studying, socializing with friends or significant others, partaking in

recreational activities such as sports or clubs. They are overwhelmed with information demanding

their attention or create some kind of call to action. They are tech savvy and rely heavily on their

electronic devices and the Internet. The Internet has become their library, social network, photo

gallery, radio, television, and Movie Theatre. This generation is recognized as multi-tasking

individuals who can consistently handle more than one activity or responsibility.

STORM ADVERTISING 10

SWOT ANALYSIS

STRENGTHS

· Based on primary research everyone who responded knew of at least one place where they

can go to get tested

· At the North Bay Parry Sound District Health Unit testing is free and confidential.

· The have knowledgeable and professional staff to better help the patients and give them a

credible opinion.

· Chlamydia is an infection that is easily treatable with one dosage of antibiotics.

· Target audience has heard about the infection and knows it’s not a good thing to get.

WEAKNESSES

· 50- 70 percent of people do not have signs or symptoms of the infection.

· Chlamydia is become an increased problem within the community.

· Chlamydia leads to problematic consequences if not treated.

· The audience do not take Chlamydia seriously, they take it as a joking matter.


OPPORTUNITIES

· Target knows Chlamydia is a sexually transmitted disease, they do not want but they do not

know all the facts.

· From the conversations that took place during the focus groups the respondents expressed

interest in more knowledge regarding Chlamydia

· Taking into account that the respondents felt that you could carry and pass along Chlamydia

without knowing it, since the statistic that 70% of people will not have any signs or

symptoms, is also a substantial shock factor, to grab the target markets attention and

interest.

· If their attention is grabbed successfully with the ads, the target will feel the need to get

tested, if they realized the possibility of having the infection.

· The information received suggested that while they were aware of Chlamydia most lacked

vital information that would encourage getting tested.


THREATS

· The media available to reach students are bombarded with information. Some messages

could be more interesting and entertaining to them; the Chlamydia Campaign could be lost

within this stream and could potentially be ineffective.

· Another more serious Sexually Transmitted Disease or Sexually Transmitted Infection

overshadows Chlamydia; therefore, making it looks insignificant.

· Other students distract the target from paying attention to the messages.

· Electronic devices such as cell phones and IPods receive the majority of the audience’s time

and focus throughout the day.

· The side effects from Chlamydia are mild if any and therefore the target audience is not

worried about it.


PROMOTIONAL OPPORTUNITY

Based on the SWOT analysis and the research provided, the audience has expressed interest in

knowledge about Chlamydia; a promotional campaign would be an immense circumstance to

express significant facts about the infection. It also creates a possibility to shock the audience with

vital information, to create an emotional connection to feel the need to get tested.

In addition, by delivering the right message, it will not only shock the target for the current time

being, but will also create an impact that will reside in their thoughts and will continuously remind

them to get tested on a regular basis. Since the North Bay Parry Sound District Health Unit offers

current information and free medication for those who are diagnosed with having Chlamydia this

will reduce the amount of cases of Chlamydia and help stop the spread of this infection.


MEDIA PLAN


MEDIA - EXECUTIVE SUMMARY

The North Bay Parry Sound Public Health Unit wants to create awareness of Chlamydia among the

student body in North Bay and surrounding areas. There are seven Canadore College campuses and

they include: The Education Centre, Commerce Court, Aviation, Downtown Location (Continuing

Education), West Nipissing (Sturgeon Falls), Mattawa, Parry Sound; and Nipissing University.

The media objectives are: to use heavy weight during the introductory phase of the campaign to

ensure high levels of reach and awareness of the benefit of getting tested for Chlamydia. To use

media to inform the target audience about the facts of Chlamydia, thus decreasing the potential

resistance to follow through with getting tested.

In order to gain a better understanding of how to proceed with the campaign, primary and

secondary research was conducted. Surveys and focus groups were used in order to better

understand the target audience’s knowledge of Chlamydia. This was the best option to conduct

research in a timely and efficient manner.

A continuity strategy will be used. This strategy works because it will create emphasis for every

aspect of the media plan. The media used are as follows: posters, Canadore website, video monitor

ads, Campus Free Press, the CLAW and the Panther radio. The media will be intoduced in a

staggered order beginning January 10th and will run throughout the whole campaign until April

30th, 2011. Recommendations for a $5000 community campaign running from May to December

2011 include the use of billboards, local and regional TV, Radio, and Transit shelter ads.


MARKETING OBJECTIVES

To increase Chlamydia testing by 10% among target audience members

To increase awareness among the target audience by 25%

Initial campaign roll out (January to April 2011) Budget: $0

Potential budget for April to December 2011 Community campaign: $5000

MEDIA OBJECTIVES

Use heavy weight during the introductory phase of the campaign to ensure high levels of reach

and awareness of the benefit of getting tested for Chlamydia

Direct Media weight to men and women, aged 17-24 who are most likely to get tested, then

create a word of mouth marketing strategy

Use media to inform target audience about the facts of Chlamydia, thus decreasing the

potential resistance to follow through with getting tested

Maintain ongoing media presence while using a consistent message to reach and influence the

target audience

Develop a strategic and specific media plan unique to NBPSDHU to ensure reach and

awareness of the importance of getting tested as part of a healthy sexual lifestyle


MAIN GOAL

It is important to choose the proper media to make the public aware of the STI Chlamydia. The main

goal is to create buzz by making use of the shock value about Chlamydia; to have people asking

friends and co-workers if they know any information regarding Chlamydia and where to go to get

tested.

TARGET MARKET

The client stated that 17-24 year olds are at the highest risk of contracting Chlamydia. After seeing

this campaign, the target audience will develop interest in finding information and following

through with getting tested. They will be influenced by the media from the campaign informing

them of the risks.

Females do not have symptoms 70 percent of the time. The most affected age group is females and

males from the ages 17 to 24. They have busy lifestyles which include attending school, meeting

deadlines and balancing a social life.


TIMING

The Chlamydia advertising campaign will run over a time period of four months initially and

continue for the next eight months throughout the North Bay and surrounding areas.

The Campus Free Press is the Canadore/Nipissing joint independent student newspaper. It is a

monthly newspaper and the article will run in the edition that will be displayed and distributed

from January 22nd through to February 21st. The Claw is the Canadore online newspaper and it is

available to all students on all campuses. The article will be on the website starting on February 15th

and will remain straight through to April 30th. The Panther is an online radio station directed at

Canadore and Nipissing students; therefore, all students on all campuses have access to it. The news

brief will run from March 22nd through to April 30th to follow the Campus Free Press and The Claw

news stories.


MEDIA STRATEGY

Use large (18”x24”) 4 colour posters, distributed on all campuses in the North Bay Parry

Sound area, to increase awareness of Chlamydia and Chlamydia testing among the target

audience from January 2011 through April 2011.

Use advertising on video monitors (at 100 College Drive campuses and Canadore College

and Nipissing University) to reinforce the message.

Supplement advertising weight by placing news articles in the Campus Free Press, the

CLAW online newspaper, and the Panther radio, to reinforce the message and reach targets

on all campuses in the North Bay Parry Sound areas.


The advertising campaign will consist of posters and television ads throughout the Canadore

College and Nipissing campuses. News articles will be featured in The Campus Free Press, the

Panther radio station and the online newspaper (The Claw). The chosen posters will run in a

continuity pattern over a four month time frame to spark word of mouth advertising and maximize

the advertising budget. The purpose of the continuity format is to create a buzz and gain shock

value from the posters.

The posters will be distributed throughout all 7 campuses at Canadore College and at Nipissing

University. The target audience will be exposed to our posters because posters will be displayed in

high traffic campus areas. By shocking them, the posters will be more relevant in their minds. The

posters will be in a 4-colour process and in the 18” X 24” size in order to make them more

noticeable. The posters will add to the awareness of Chlamydia because the ads will be stating facts

in regards to the symptoms and side effects. The posters will act as reminders to get tested at the

Health Unit. The posters will increase awareness among the students who have decided to ignore

the potential risks of STIs like, Chlamydia. The people who stop to read the body copy of the posters

will be more tempted to acquire more information on Chlamydia because they are interested in

their health. By the time the ad is displayed on the campus video monitors, the buzz and shock

value will have grown to double of what it was at the beginning of the campaign. By the time the ad

is displayed on the video monitors, the buzz and shock value will have grown to double of what it

was at the beginning of the campaign even started.


MEDIA MIX

For the duration of the Chlamydia advertising campaign, which is four months, the posters will be

distributed at all Canadore College and Nipissing University campuses. The posters are a good way

to spread the word about Chlamydia. Along with the posters on bulletin boards, articles will appear

in the Campus Free Press, in the online newspaper (The Claw) and on school television video

monitors throughout all campuses. The posters will be run in a continuity format that will allow the

reader to see the ad without becoming overwhelmed by its repetition. The posters will be run over

a four-month campaign but articles will not appear in every edition of the chosen news forums.

TARGET AUDIENCE COVERAGE

When deciding on how to increase the awareness of Chlamydia, the answer was easy to find. After

analyzing the research, the data illustrated that the target audience would be most open to finding

more information about Chlamydia on their own. This topic of STIs is a personal and sexual health

issue. The research indicates that men and women are interested in being up to date on information

about their own health issues. If the men and women in our target market feel they need to get

tested, they will take the initiative to find out when and where they can go get tested. The goal of

this campaign is to shock them into taking that initiative.

POSTERS

The posters will be produced in four different designs and posted on bulletin boards in all

campuses at Canadore College and Nipissing University. They will be printed and distributed

throughout the campuses to reinforce awareness of Chlamydia.


BROADCAST MEDIA

Broadcast Media is available in all seven campuses at Canadore College and Nipissing University.

The chosen vehicles to run the advertisements are “The Panther”, “The Claw”, as a Canadore College

website link, and on all video monitors throughout Canadore College, Nipissing University and

Commerce Court campuses.


MEDIA SELECTION

PRINT

The reason print was chosen is due to the product’s target audience. The target audience is men

and women between the ages of 17-24 years of age, they are also known as Generation Y. This

target audience attends college and they are driven to succeed by attaining higher education to

further their careers. They want to stay current on the activities within their community. The target

audience that was contacted in our surveys and focus groups said they would notice posters if they

had a shock value to them.

Traditional Media Selection:

Print: coloured posters; 4 different designs; gender specific to convey the message. The

profile matching strategy will be utilized because we are matching physical and socio-

economic attributes as well as their behavioural patterns.

Newspaper: profile matching strategy; developed as a news story and an article will be used

in the Campus Free Press.

Website link: Would utilize the profile matching strategy; the Canadore website itself

would use rifle strategy

Student Radio: aired during the day, develop a script using profile matching strategy,

developed as a news story

Video Monitors: one video message only aired multiple times; profile matching strategy,

slide show of words, not gender specific messages


RATIONALE FOR MEDIA SELECTION

POSTERS

The posters will be placed throughout all campuses where bulletin boards are available. In the

surveys, most respondents mentioned in question #16 (Are you more likely to notice an

advertisement on Chlamydia?) that they were most likely to notice a poster. The participants in the

focus groups said they would need to be shocked with the ads. They suggested that the statistic of

70% of women show no signs or symptoms was the most shocking and this should be included in

the posters in order to grab their attention. This has been incorporated into some of the posters.

The target is men and women so this statistic cannot be used in every ad.

VIDEO-MONITORS

The video monitors are placed throughout the main College Drive Canadore and Nipissing

campuses. On the Canadore side they are mounted on the walls in the main entrance. There are also

three monitors in the cafeteria which save both Nipissing and Canadore. The ads will start on

January the 24th, 2011 and they will be displayed continuously throughout the four months of the

campaign. The design of each ad will reflect the posters but there will only be text displayed on the

screen in 10 second intervals. This method of advertising was chosen because it can be easily

related to the campaign. Also, most students go to the cafeteria at least once a week; therefore, most

of them will be reached.


WEBSITE

A link will be inserted on the Canadore website pertaining to Chlamydia. This will be an information

page and the posters will direct the students to the link. The information page will direct them to

the North Bay Parry Sound District Health Unit for testing. After seeing the posters and reading the

information page the target audience will know whether or not they should be getting tested.

THE CAMPUS FREE PRESS/ THE CLAW

The Campus Free Press is a not-for-profit student driven newspaper and The CLAW is the Canadore

College online newspaper. An article about Chlamydia will be used in the newspaper; therefore,

costing a total of $0. The monthly circulation for the newspaper is 500 copies. It is printed 6 times

yearly on paper and is updated twice online. The newspaper hits stands on the 20th of each month.

This form of print media has been chosen because it reaches the student body on all Canadore and

Nipissing campuses. The Claw is updated whenever a student has a story to put on it. The stories go

in order by the most recent date and the news story for this campaign will remain on the website

for a full year.

RADIO

The Panther school radio station will be used to target students. There will be a news brief inserted

on this radio station. The news story will tie into the story on the CLAW and in the Campus Free

Press.


TARGET MARKET PROFILE STRATEGY

A profile matching strategy will provide the best return on investment. The profile matching

strategy that has a profile that is reasonably close to the profile of the brand’s target market. This

strategy was chosen because it allows selecting a media that appeals to the target audience directly.

We want to get the message out there to everyone at Canadore College and Nipissing University

campuses, since Chlamydia affects everyone. In other words, there is no risk of wasting advertising

efforts, because all those who use the media chosen are potential customers, regardless of whether

they fit the target demographic market of Generation Y men and women perfectly, or not. The

target audience of Generation Y men and women is the biggest audience for the media chosen.

TIMING OF ADVERTISING AND SCHEDULING OPTIONS

As shown in the accompanying media flowchart, the recommendation is to use “pulse” timing,

which alternates the time periods and length of when the message is going to be viewed. Since this

timing is being used, the different media can hit the audience within different time periods within

the initial four-month build-up.

EFFECTIVE REACH/FREQUENCY STRATEGY

The 3 Hit Theory is being demonstrated within Storm Advertising’s media plan. According to the 3

Hit Theory, the optimal number of times a potential consumer must be reached with an advertising

message is 3 times. Storm Advertising has designed four posters to be alternated within the four

months of advertising.

The target audience viewing the poster will associate the poster to the ads seen as other aspects of

the campaign unfold (news articles and video monitors), leading these men and women to be

inspired to go to get tested at their choice of location.


ALTERNATIVE PLANS

ALTERNATIVE MEDIA CHOICES

MEDIA CONSIDERED BUT NOT RECOMMENDED

Billboards were a media vehicle that was considered. After analyzing the pros and cons of the

media, Storm Advertising concluded that billboards would inefficiently support the marketing

objectives, as well as the advertising objectives. Although billboards can have a high frequency and

reach, billboards would reach unnecessary spectators. The billboard would have been placed on

Highway 17, between North Bay and Sturgeon Falls. The second billboard would have been placed

on Highway 11 between North Bay and Mattawa. The main focus point would be North Bay: this

would be good because the aim is to increase awareness in this market. However, the goal is to

create more awareness in the surrounding areas such as Powasson, Mattawa and Sturgeon Falls. A

solution to this problem would have been to place a billboard on Highway 11 between North Bay

and Powasson. The main reason why this could not be accomplished is because the budget does not

allow such an expensive cost.

Another media vehicle that was considered, but not used, was public transit and bus shelter ads.

Once again, the allotted budget did not allow these expenses, but this remains only one of the

factors why it should not be used. The target market is men and women aged 17-24; this audience

takes the bus to school; leads a busy life; struggles with loads of homework; and lives a socially

active lifestyle. Basically, the target market is likely to get on the bus. This media would be

successful in North Bay but not the surrounding areas where other campuses are located. Also, the

allotted budget does not permit transit and bus shelter ads to be used.


Other poster designs were considered as well. The four chosen were thought to be the best to tie in

with the message. The fifth poster would have been a bathroom scene. It would have shown a glass

shower door with a butt print and hand prints showing in the fog. The headline would have read

something like “Just because you can’t see it doesn’t mean it’s not there” relating to the no signs or

symptoms focus. This was not used because it would not tie into our current posters effectively and

it would’ve added to the cost of the campaign. The sixth poster was a bedroom scene and it

would’ve tied into the message but not with the overall theme. The four posters we have are in the

bathroom and a bedroom scene would’ve been out of place. Also a bedroom scene might’ve sent the

wrong message in the way of stereotyping the target audience to be only promiscuous people.

Sandwich boards were another option. These were not used because they would have been costly

and the same as the posters.

Bathroom stall posters were something else that was considered. These would’ve been effective in

the Wall (school bar) stalls but they would’ve been too costly as well, partly because there are not

any existing display structures to hang posters in any of the school bathroom stalls. However, the

cost may at some point be worthwhile because the posters would have been more effective in

targeting students there.

Door Decals designed to relate to our posters; 4-colour (CMYK) process, size to be determined; on

the front entrance doors of all campuses; designs to be completed by Storm Advertising staff,

produced by outside source based on price; profile matching strategy


ALTERNATIVE BUDGET LEVELS

Above The Established Level (Cadillac Version)

If the budget were more—$5,000 for this campaign—Storm Advertising would have invested the

money into billboards, Television (locally and regionally), Radio (more ads and more times on area

radio stations, would have flooded the airwaves), sandwich boards, and the transit/ bus shelter ads.

Below the Established Level (Bargain Basement)

The budget could not be lower than $0. To make the most of a challenged budget, Storm Advertising

recommends looking into the possibility of piggy backing, obtaining sponsorship, and doing

promotions with direct mail to gain high visibility alongside the selected campus media chosen.


SCHEDULING

POSTERS

Posters will be displayed on campus at Nipissing, Canadore’s at Education Centre (at 100 College

Drive), Commerce Court, Aviation and the Downtown campuses. West Nipissing, Mattawa and the

Parry Sound campuses do not have any bulletin boards to put the posters on. There will be 1,000

posters positioned strategically around all available campuses continuously throughout the four

months of the Chlamydia campaign. There will be four different poster designs and they will all run

for the entire campaign period; therefore, the posters will run from January 10th to April 30th, 2011.

The plan is to have four different posters with varying messages about Chlmaydia. Each poster will

be viewed for the entire campaign period.

VIDEO-MONITORS

There will be silent ads displayed on the video monitors throughout the Canadore and Nipissing

campuses. The ads will start two weeks into the campaign on January 24th, 2011 and will run right

through to April 30th, 2010. They will be displayed continuously throughout the four months. The

same written script will be used throughout in order to capture the target’s attention. The design

will remain the same throughout the campaign and it will reflect the look of the posters.


WEBSITE

A link will be put on the Canadore College website. All campuses including Canadore’s Education

Centre, Commerce Court, Aviation, Downtown (Continuing Education), Sturgeon Falls, Mattawa and

Parry Sound will have access to the link. The link will be an information page on Chlamydia and it

will direct them to get tested at the North Bay Parry Sound District Health Unit. The link will be

available to students for the entire duration of the campaign.

CAMPUS FREE PRESS

The Campus Free Press is the Canadore/Nipissing joint independent student newspaper. This is

available to students on all campuses. It is a monthly newspaper and the article will run in the

edition that will be displayed and distributed from January 22nd through to February 21st. This will

be done to create more emphasis on the posters and video monitors. The article on The Claw will be

similar to the one in this newspaper.

THE CLAW

The Claw is the Canadore online newspaper and it is available to all students on all campuses. The

stories are written by Canadore students but they are directed at both Canadore College and

Nipissing University students. There will be an article on The CLAW website about Chlamydia and

the campaign. The article will be on the website starting on February 15th and will remain straight

through to April 30th. This is a school website, so students post stories on the website. When a story

is initially posted it is at the top of the list and then moves down the list as other stories are posted,

but it still remains on the website.


RADIO

The Panther is an online radio station directed at Canadore and Nipissing students; therefore, all

students on all campuses have access to it. There will be a News brief on Chlamydia written and

submitted to Professor Stephane Larouche, for approval. The news brief is free of charge because it

is student driven. The news brief will run from March 22nd through to April 30th to follow the

Campus Free Press and The Claw news stories.

VISIBILITY

The media presence will be consistent and building throughout the Chlamydia campaign. Each

media will be implemented in a domino effect because they will all reflect the previous

advertisement that came before. This will create more awareness throughout the target audience

and it will build curiosity about what will come next.

REACH VS. FREQUENCY

The overall purpose of this campaign is to reach as many men and women within the target market

as possible. An effective frequency needs to be considered so that when the target audience sees the

Chlamydia posters all around the campuses, they will begin to internalize the message. Seeing the

articles in the Campus Free Press, The Claw, and hearing the news brief on The Panther radio will

reinforce the message. A connection will be made between the different media and the product,

Chlamydia and the prompt to be tested. Storm Advertising has used the “3 hit theory”, aiming to

reach each member of the target audience 3 or more times with the Chlamydia message.


CREATIVE BRIEF


ADVERTISING OBJECTIVES

To create awareness about the facts of Chlamydia to influence the target audience’s decision to get

tested.

To achieve a level of 55% among the target audience will be aware of the threats Chlamydia and its

lack of side effects.

To achieve a level of 25% increase the amount of routine testing and / or counseling from the target

audience.

POSITIONING STRATEGY STATEMENT

Chlamydia will be positioned as a deceiving infection, where as testing is necessary to distinguish if

the infection is prevalent without the signs or symptoms.

CREATIVE OBJECTIVES

To communicate that the only way to be sure they don’t have Chlamydia will be to get tested.

To communicate that 70% of people who have Chlamydia do not have symptoms.

To communicate the few signs and symptoms people with Chlamydia might have could easily be

confused as something less dangerous.


KEY BENEFIT STATEMENT

Chlamydia testing will eliminate thoughts and fears of having the almost none existence signs or

symptoms relating to the infection.

SUPPORT CLAIMS STATEMENT

Numerous secondary research conducted shows high percentage of people with Chlamydia will not

have any signs or symptoms therefore; testing is the only way to eliminate doubts and fears.

POSITIONING

LIFESTYLE POSITIONING

A lifestyle positioning was chosen, given that getting tested needs to be seen as a healthy part of

everyone’s lifestyle. Just like getting on the treadmill and working out. It’s also an easy part of a

lifestyle because all it takes is peeing in a cup at a recommended amount of once a year. Since there

are usually no symptoms with Chlamydia it should be an essential part of the target market’s

lifestyle to get tested whenever needed.


CREATIVE STRATEGY

TONE AND STYLE

Use dramatic and persuasive headlines to shock and possibly even disgust our target audience with

facts on Chlamydia; since the FCB grid quadrant two specifies

THEME

“Do you have Chlamydia, you don’t know until you get tested.” The overall theme will reflect this

idea that the target audience should be worried about having Chlamydia if they have not been

tested since their last sexual encounter. The theme will shock the target audience with the fact that

many people will have Chlamydia without knowing something is wrong.

APPEAL

To enforce the message of the ads they will have a negative appeal demonstrating that until the

audience gets tested they are possibly carrying Chlamydia and developing silent side effects. The

messages will also have factual appeals by using statistics from research and data.


CREATIVE EXECUTION

TACTICAL CONSIDERATIONS:

Based on the research, the best way to deliver the message of the importance of getting tested is to

shock the target audience. Using a emotional appeal strategy to instill in the target audiences mind

that they could be developing silent side effects from possibly having Chlamydia unbeknownst to

them. The message could also include a factual appeal with startling facts regarding the little to no

signs or symptoms.

Getting tested will be viewed as Product – As – Hero, since it associates the service as more of a

lifetyle to become healthy and aware, then just something consumers have to do when there is

doubt of having the infection. The visual will get their attention and the copy will deliver the

message presenting the possibility of the target audience having Chlamydia and the dangers

associated with it. The copy will also suggest the only way to be sure they do not have Chlamydia

will be getting tested.

PRODUCTION CONSIDERATIONS:

To ensure the target audience views the message, a series of posters will be necessary. It would be

beneficial to see the posters at a distance and therefore the preferred ad size would be 18” x 24”

and full colour. The use of in house media will not only help target the audience but also help lower

the costs of the campaign. The message can be delivered as a news brief, which can be aired on the

student radio, the online paper, television as well as the campus paper.


COPY

The message must be consistent throughout all media that Chlamydia is a silent infection that is

harmful and the only way the audience can be certain they do not have it will be to get tested. The

copy will use facts and statistics to back up what is being said in the ad, convey seriousness, and

direct the audience where they can go for more information.

ART

The posters will use photographs to demonstrate the realness of the issue and use high contrast to

attract attention. The photography will be unexpected and shocking as this was discovered the best

way to deliver a message to the audience. The visuals will work with the copy and lead the eye to

the call to action that will inform the audience where they can get more information.

Attention: The shocking full colour photograph and high contrast will entice the audience`s

attention.

Interest: The visual appeal of the photograph will increase interest in the ad.

Desire: The factual copy will increase desire from the audience to receive more information.

Action: The copy will direct the audience to take action and get tested or at the least get more

information either by visiting the Canadore website or contacting the local health unit.


VISUALS CP

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