c o n t e n t s

Competitive analysis & Industry Analysis

brand analysis, SWOT & target market

creative brief

Creative timeline & research

measurement

Works cited

Thank You

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p r o j e c t - v o l i t i o n . c o m2

analysis

T h i s i s P r o j e c t V o l i t i o n . T h e u n i v e rs i t y a d m i n i s t r at o rs ' g u i d e t o P r o j e kt V ' s i n i t i at i v e s a m o n g s t u d e n t s .

INDUSTRY AnalysisWhile there is a wide variety of

alcohol education programs

targeting college students, only a

handful are effective. Few programs

speak to students in a voice that

resonates. Projekt V does. It moves

students, and provides an innovative

program that encourages them to

make Projekt V their own.

CompetitiveIn comparison to other alcohol education programs adopted by universities and colleges, Project Volition takes an alternative approach by separating students and administrators. This is crucial because students are turned off by authority figures and messages sent by them. Here’s the competition and here’s why administrators who support Project V will find success on their campuses.

This program utilizes students and

educators simultaneously to enhance

alcohol-prevention efforts on college

campuses. Efforts include providing alcohol

facts, counseling and support for alcoholics.

There are 100+ Facts on Tap programs in

nine different states.

facts on tap

healthy expectations

BASIC

alcohol.eduEncourages college administrators to buy

into the program, whose goal is to change

the drinking culture on college campuses.

The program strives to change student

expectations, social norms and promote

proactive life-health planning. Data shows

that Healthy Expectations lowered

self-reported rates of alcohol abuse, but

it does not show permanent change in

students’ perception of others’ drinking habits.

Driven by administrators, BASIC provides

counseling for students who engage in risky

drinking. The program includes meetings

with counselors to better understand

drinking habits. Data shows the program

has decreased drinking frequency and

alcohol-related problems by 2%.

The program requires incoming students

to take an online course on alcohol

and substance abuse, which strives to

prevent harmful over-consumption and

drinking-related accidents on campus.

It shows positive effects in reducing the

consequences of over-consumption, despite

it being an administrator-driven campaign.

s u p p o rt

3T h e c e n t u r y c o u n c i l

AnalysisThe Century Council is a recognized and highly respected organization among

college administrators. A campaign sponsored by The Century Council will deeply

resonate with administrators because it gives credibility to the cause. A major strength

of The Century Council’s mission is that most colleges and universities are required to

implement an alcohol education program.

brandstrengths• Strong brand awareness among college administrators

• High level of credibility among college administrators • College drinking is a popular topic

• Current programs are ineffective on campuses

• Funded by distillers, which portrays a conflict of interest

• Not promoting zero tolerance

weaknesses

• The Century Council is actively seeking a new approach to reach students • Very low brand awareness among students

• Focus on responsible consumption versus abstinence

• New and existing partners will be easily accessible because of the current economic situation

opportunities

College and university administrators are key

stakeholders in Project Volition’s movement.

They have the power to allow Projekt V

on their campuses.

The administrationthe Supporters.

target market

Projekt V gains support by leveraging The Century Council’s name.

• Overconsumption is an expected ritual in the college experience

• Alcohol education programs have low success rates on campuses

• Current reputation of other alcohol education programs

• With a weak economy budget-cutting is at an all-time high

threats

p r o j e c t - v o l i t i o n . c o m4

Project Overview

brief creative C o n n e c t w i t h t h e m r e l at e t o t h e mYo u r stu d ents a r e d i s c ov er i n g t h em s elv es

Support the movement W e wa n t t o b e a pa rt o f t h e i r discoveryWe want to bri dgethe gap between who they are

a n d w h o t h e ywa n t t o b e We want a long-term relationshipA path to s elf-d i s c ov ery w e wa n t t o d o t h i s

t o g e t h e r T h a t i s w h y

we are here

S p o n s o r e d b y T h e C e n t u r y C o u n c i lp r o j e c t - v o l i t i o n . c o m

Project Volition is the supporting voice of

reason, providing Supporters with tactical

insights that encourage successful Projekt V

initiatives on their campus.

Brand Positioning

Project Volition graphically expresses the

power of the movement with an engaging,

yet matter-of-fact approach and a color

palette reminiscent of Projekt V.

Tone and Brand Personality

To create an intriguing campaign that

harnesses the credibility of The Century

Council while supporting Projekt V.

Creative Objective

Supporters are the crucial link that makes

the Movers successful in bringing Projekt V

to their campus.

Reason for Believing

Through Project Volition, Supporters are the

trusted resource for students who join the

movement toward individuality.

What We Want Them to Think

Supporters cannot change students’

drinking behaviors; they can only provide

support and facts on how to drink safely.

Current Perceptions

Supporters. All on-campus influencers who

interact with students.

Target Audience

Project Volition informs Supporters of Projekt V

and is the quiet force that makes Projekt V a

success on college campuses.

5T h e c e n t u r y c o u n c i l

I n s p i r e t h e m

Motivate thems t i m u l at e y o u r s t u d e n t s w h o h av e t h e p o w e r t o c h a n g e t h e w o r l d

W e wa n t t o i n v e s t i n your students

supportthe movement w e wa n t t o i n t r i g u e

your students We want to show them that values are not deadW e wa n t a w o r l d w i t h

alternativesThat is why we are here

S p o n s o r e d b y T h e C e n t u r y C o u n c i lp r o j e c t - v o l i t i o n . c o m

E m p o w e r

th emF o s t e rt h e mWe are

i n s p i r i n g

students

Y o u r s t u d e n t s

Yo u r stu d ents a r e smart We want to s pea k to t h ei r

supportthe movementi n t e l l i g e n c e W e wa n t t o g i v e t h e m the power to make

t h e i r o w n d e c i s i o n s

the right decisionsw e wa n t t h e m t o k n o w t h ey a r e n ot aloneT h at i s w h y

w e a r e h e r e

S p o n s o r e d b y T h e C e n t u r y C o u n c i lp r o j e c t - v o l i t i o n . c o m

These advertisements will be placed in higher education publications such as Chronicle of Higher Education and Diverse Issues in Higher Education.

p r o j e c t - v o l i t i o n . c o m6

timelinecreativePHASE 1

Project Volition places traditional print ads in

relevant higher education publications. The

message to Supporters is straightforward

and encourages them to learn more and

join the movement.

ADVERTISEMENTS

Objective To build brand awareness by 25% among

administrators by the end of August 2010.

conferencesProject Volition representatives speak about

Projekt V at administratrator conferences

specific to promoting student development.

press kits Project Volition sends press kits to university

administrators at selected colleges, which

encourages them to look at the website for

more information.

Focus Groups: Veritas conducted focus groups with administrators to test message effectiveness.

Specifically, we wanted to know the following:

• Were the advertisements visually appealing?

• Was the message clear?

• Would administrators look into implementing Projekt V on their campuses?

OBJECTIVE: To gauge message effectiveness and tactical likability.

Copy testing

research

tactical Testing

• Because of the high credibility of The Century Council, universities responded favorably to the message

• Administrators are more willing to adopt programs that are headed by student organizations

• Strong support of “Brains Away” tactic with prior notification

Phone Interviews: Veritas called college

administrators on every campus from our 10

selected campuses to discuss potential guerilla

executions. All administrators who returned our

calls showed significant support for Projekt V’s

guerilla tactics.

p roj ect vo li t i o n w i ll ru n fro m JUne 2010 to May 2011 a n d w i ll c o n s i st o f t h r ee p h as es.

• Administrators understood why Project Volition must be separated from Projekt V • Advertisements stood out to administrators because they were more striking than current alcohol education advertisements

findings

Knowing the project

7T h e c e n t u r y c o u n c i l

Objective Create 10 Projekt V interactions among

administrators on targeted campuses by

the end of the 2010 school year.

Administrators and current partners will

receive an update every quarter regarding

Projekt V’s updates and accomplishments.

The newsletter will showcase all contributions

made and highlight partnerships, donations

and any recognition Projekt V has received. It

will also solicit future donations from partners

to ensure that the 25% increase in

budget is met.

quarterly newsletters

PHASE 2

websiteThe Project Volition website provides

Supporters with information on Projekt V,

how it affects their campus and insights

on students’ motivations and drinking

habits. Project-Volition.com also has a

press room and an online forum, which

allows administrators and faculty to

connect with one another and speak

with Brand Ambassadors.

email blastsProject Volition sends email blasts

to administrators before big events

on campus in order to keep them informed

on Projekt V happenings.

Objective Keep administrators up-to-date on

Projekt V happenings, and its progress.

Tracking Phase 1 Objective Distribute a survey through an email blast to 100 randomly selected college administrations in the United States.

Tracking Phase 2 Objective Monitor web site traffic and the number of email blasts sent out per semester.

Tracking Phase 3 Objective Monitor the number of distributed e-newsletters.

PHASE 3

Measurement

Being a part of the project actualizing the project

p r o j e c t - v o l i t i o n . c o m8

CitedWorkshttp://www.asu.edu/http://www.colorado.edu http://www.dove.us/#/cfrb/ http://www.duke.edu/ http://www.hsph.harvard.eduhttp://www.lsu.edu http://nationalpsychologist.com/articles/art_v9n5_3.htmhttp://www.northeastern.edu/neuhome/index.php http://www.ou.eduhttp://www.montanameth.org/http://www.protectthetruth.org/truthcampaign.htm http://www.purdue.edu/http://www.stopimpaireddriving.org http://www.umass.edu/http://www.uoregon.edu/ http://www.usc.edu http://www.washington.edu/

Anonymous (April 2002). What Peer Educators and Resident Advisors (RAs) Need to Know About College Drinking. Retrieved January 9, 2009, from http://www.collegedrinkingprevention.gov/NIAAACollegeMaterials/peerBrochure.aspx

Bright, S. (May 2008). Cigarette smoking among young adults: Integrating adolescent cognitive egocentrism with the transtheoretical stages of change model. Australian Journal of Psychology, vol. 60, iss. 1, 18-25. Retrieved January 8, 2009, from EBSCOhost.

Donohue, B. Allen, A. Maurer, A. Ozols, J. & DeStafano, G. (June 2004). A Controlled Evaluation of Two Prevention Programs in Reducing Alcohol Use Among College Students at Low and High Risk for Alcohol Related Problems. Journal of Alcohol and Drug Education, vol. 48, iss. 1, 13-35.

Fact Sheet: Binge Drinking on College Campuses. (March 2000). Alcohol Policies Project. [Advocacy for the Prevention of Alcohol Problems.]. Retrieved December 22, 2008, from Center for Science in the public Interest Website: http://cspinet.org/booze/collfact.htm

Larimer, M. (1999). Relapse Prevention: An Overview of Marlatt’s Cognitive Behavioral Model. Alcohol Research and Health, vol. 23, iss. 2, 151-160. Retrieved January 9,2009, from Proquest.

NSAC Case Study 2009

Presley, C. Meilman, P. & Leichliter, J. (2002). College Factors That Influence Drinking. Journal of Studies on Alcohol: College Drinking, What It Is, and What To Do about it: A Review of the State of the Science, Supplement No. 14 (March 2002), 82-90.

Vicary, J. and Karshin, C. (Spring 2002). College Alcohol Abuse: A Review of the Problems, Issues, and Prevention Approaches. Journal of Primary Prevention, vol. 22, iss. 3, 299-331.

Wechsler, H., Ph.D., & Nelson, T. F., SC.D. (2008). What we have learned from the Harvard School of Public Health College Alcohol Study: Focusing attention on college student alcohol consumption and the environmental conditions that promote it. [Data file]. Retrieved January 10, 2009, from http://www.hsph.harvard.edu/cas/

Wolburg, J. Overview of Student Binge Drinking. Marquette University, Advertising Campaigns. Milwaukee, WI. February 22, 2009

Wolburg, J. (2001). The “Risky Business” of Binge Drinking Among College Students: Using Risk Models for PSAs and Anti-drinking Campaigns, Journal of Advertising. vol. 30 iss. 4, 23-40.

YouThank

9T h e c e n t u r y c o u n c i l

Ali BabineauKristen BeatAnna BradburyBrianna BrilowskiBrenda CampbellPatrick CoanStacie CwikKari DunhamJulia EvansAshley FaitDanielle FuentesLibby Gannon

Dan Augustine. For his inspirational expertise, pushing us beyond what we knew was possible, and great sense of humor.

Dr. Jean Grow. Our fearless advisor, for putting up with our incessant phone calls, believing in us and motivating us to live up to our potential.

Maureen Lewis. Her insights, willingness to help, and knowledge of the industry.

Ryan Zaar. For his dedication to the craft and constant critiques, even if we did not want to hear them. Our campaign is better because of it.

for providing us with the best service we could ever ask for.

Dr. Joyce Wolburg, Department Chair. For her insight on consumption patterns.

Kim Zawada. For giving the creative team unlimited access to the Cave until the wee hours of the morning.

Marquette Facilities Service. For their kindness and work in making the creative's Cave a home.

Judy Reinders. Who graciously helped with off-site copy testing,

Dale Shidler. The design instructor and critique master extraordinaire.

Phil Vollrath. For his careful assistance with our edits.

Provost John Pauly. Who without, this course wouldn’t be what it is today.

Erin Lazaar. Who helped us connect to university administrators.

VeritasKari GrundmanMegan GuilfoyleTaylor HansonMonse HuertaKeith JamersonSara T. JohnsonEdson JuarezKristyn JuzaJacquelyn KacalaSara KekulaKatie KellyMaggie Kelly

Tim KirbergKevin KozickiErin KueckerSarah LowendickBrittany MackWesley MatthewsKellyn McNaughtColleen MooreSteve NovakJennifer OverellMary Therese Pembroke

Jaclyn PoeschlAnnie RehageVeronica RodriquezMegan SajdakLynn ShekaLaura StanelleJen StopkaRachel WardHayley WolfJessica WrightKim Young