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!"!#$%&'!()$**+,College represents an opportunity to earn a degree and a better job through the experience. We work hard and play hard in the process….but, there’s an elephant in the room that no one seems to notice….binge drinking! Some college students are killing themselves with their drinking habits. College culture endorses and encourages this fatal behavior now more than ever. This is our generation. We care about the environment, sustainability, corporate greed, but not our own actions? Why are we acting so ridiculous? We know better, don’t we? We should be able to call the shots. !"#$%&'($)'*$+&&,$%)#-".)$(-,%)*$-/ $*-"01*&'#2)3,.$%-$4,5$%)&$',*6&#*$/-#$2)',.&7$8)#-".)$ this process, we have created an innovative campaign that is Proof to our generation that we can change. We can empower our generation to call the shots! Here’s how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e have poured time, thought and most of all, ourselves, into this campaign because we sincerely believe that Proof will prove itself where it counts...on our campuses!

! Integrated Marketing Communications

Elisa Guerrero5&Account Executive


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1.) Build a research plan that  fully examines the college  drinking culture and our target  market through conceptual  models, psychographic studies,  and demographic facts. 

Primary Target Market Behavioral Objectives

2.) Create a strategy where each  component can be effectively  implemented independently and  !"#$%&'(#%')($%!%"!*+,*%!-('$)%."!)/%

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Y& L>7";$0&*+.)$/+*&+"&81""*$& *$#3 &"?$0&*.4*+,/8$&+10".%1& 3.) Find innovative and effective  (/)$7$/)$/+5&*>,0+&)$8(*("/G ways to reach and create a “buzz”  >,'(/% within the college community.   Y& VZX&0$).8+("/&(/&8"/*$<.$/8$*& 4.) Build a creative concept  "3 &4(/%$&)0(/'(/%&4$1,?("0& (0!(%*,#$)!(,#%!)1%')&"2,)-,#% [71-*(8,#5&*"8(,#5&#$%,#5&$+89\ the attitudes and behaviors of  Y& B81($?$&1(%1&#$?$#&"3 &*+.)$/+& our target market in a positive  (/+$0,8+("/&4$+;$$/&,/)&;(+1(/& manner.  +,0%$+$)&8,>7.*$*

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Secondary Target market (1st Tier) Behavioral Objectives

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U:+==!Q(9!>+'&;,(*;Q!:(;<(Q,$=R(Q,&=R&=@ Social Identity: Alcohol allows me to be a more likeable person. (29.7%) Sexual Identity: Alcohol allows me to explore sexually. (1.1%) Physical Identity: Alcohol allows me to explore my physical limits. (2.1%) Social Lubrication: I need alcohol to perform best socially. (20.3%)

1. Felt guilty about drinking (66.9%) 2. Memory loss (62.8%) 3. Vomiting (60.1%) 4. Drove while drunk (51.5%)

Norm Relaxation: Social rules no longer at all apply in this situation. (19.1%) !

5. Regretted sexual encounter (41.2%)

Personal Responsibility: I am responsible for the safety and well being of those around me. (22.1%)

6. Problems with relatives (39.0%)

Social Responsibility: I will be held accountable for all my actions in this situation. (22.1%)

7. Missed class or work (38.7%)

Social Consequences: My overconsumption may lead to negative, social consequences. (20.1%)

8. Lost friend (31.1%)

Physical Consequences: My overconsumption may lead to dangerous, physical consequences. (24.8%) Planned Consumption: I can roughly estimate the amount of alcohol that I willconsume. (26.9%) !

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9. Grades or work quality suffered (28.7%) 10. Damaged property (25.0%)

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University of California—Santa Barbara: 18,415 Arizona State University–Tempe 41,626 University of Colorado—Boulder: 26,348 University of Iowa—Iowa City: 20,907 University of Texas—Austin: 37,459 University of Winsconsin—Madison: 30,166 DePauw University—Greencastle: 2,398 Indiana University—Bloomington: 31,626 University of Mississippi—Oxford: 12,682 University of Georgia—Athens: 25,335

11. 12. 13. 14. 15. 16. 17. 18. 19. 20.

Florida SateUniversity—Tallahassee: 31,595 University of Florida—Gainesville: 36,386 Randolph-Macon College–Ashland 1,176 Ohio University—Athens: 17,384 West Virginia University—Morgantown: 21,145 Pennsylvania State University–University Park: 36,815 University of New Hampshire: 12,045 Trinity College–Hartford 2,337 Loyola University—New Orleans: 2,645 Tulane University — New Orleans 6,387


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<N.EM(*GB September 8, 2010: :1$&D#,*1&Q"4&8"/+$*+&;(##&'(8'&"33 &+1$&"/G8,>7.*& I0""3 &8,>7,(%/5&80$,+(/%&/,+("/,#&4.MM9&B&81"0$"%0,71$)&F,*1&>"4&;(##&4$& 7$03"0>$)&"/&+1$&*,>$&),-&,+&,##&VZ&"3 &".0&7,0+(8(7,+(/%&8,>7.*$*9&:1(*&;(##& #(/'&$?$0-&8,>7.*&(/?"#?$)&(/&+1$&I0""3 &8,>7,(%/&+"%$+1$0&"/&,&/,+("/,#&#$?$#9 Pulse 0$8">>$/)*&+1,+&+1$&F,*1&>"4*&"88.0&(/&,&1(%1&+0,328&,0$,&,+&,&7$,'&+(>$& "3 &),-9&:1$&I0""3G+$0/*5&;"0'(/%&;(+1&+1$&I0""3 &J+0$$+&:$,>5&;(##&.*$&"/G8,>G 7.*&8"//$8+("/*&+"&0$80.(+&WZGnZ&.77$08#,**>$/&+"&7,0+(8(7,+$&(/&+1$&F,*1&>"49& I0""3 &1,+*&;(##&4$&+1$&>,(/&3"8.*&"3 &+1$&),/8$&,/)&;(##&4$&#$3+&4$1(/)&,+&+1$& $/)&+"&#$,)&?($;$0*&+"&:1$I0""398"$"!"!#$!980

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! November 6, 2010:&:1$&;(//(/%& *81""#&;(##&0$8$(?$&,&8"/8$0+&4-&Q,++& ^,+1,/*"/5&,&7"7.#,0&,0+(*+&;(+1& 8"##$%$&*+.)$/+*"!!$100,000

U/GGY(;H2(@.I1 August-December 2010:&="0'(/%& (/&7,0+/$0*1(7&;(+1&+1$&^!BB&,/)&

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7,0+(8(7,+(/%&./(?$0*(+($*&4,*$)&"/& +1$&7"7.#,0(+-&"3 &+,(#%,+(/%&,/)&+1$& 3""+4,##&70"%0,>&,+&$,81&*81""#9&:1$& I0""3G+$0/*&"/&,##&$(%1+&8,>7.*$*&;(##& ;"0'&;(+1&+1$&+,(#%,+$&+".0&,*&(+&*+"7*& ,+&+1$(0&./(?$0*(+-9&:1$-&;(##&1,/)&".+& 70">"+("/,#&(+$>*&;1(#$&3"*+$0(/%& 8,*.,#&7$$0G+"G7$$0&8"/?$0*,+("/9& $82,674.99

#$%"&'(() "*'+),-."/012!J$0?$*&,*&,& 3"8,#&7"(/+&"3 &+1$&+".05&+1$&4.*&;(##&4$& ?(/-#&;0,77$)&+"&70">"+$&+1$&I0""3 & 8,>7,(%/9&J+.)$/+*&;(##&4$&,4#$&+"& ;0(+$&>$**,%$*&"/&+1$&4.*&+"&*+.)$/+*& ,+&"+1$0&*81""#*9&:1(*&;(##&#(/'&,##& *81""#*&+"%$+1$0&(/&;"0'(/%&+";,0)& +1$&8">>"/&%",#*&"3 &+1$&I0""3 & 8,>7,(%/"!$158,545 Follow the Proof:&B/&"/#(/$&?()$"& 4#"%&,?,(#,4#$&"/&:1$I0""398">9& =$48,>*&;(##&4$&*$+&.7&+"&+,'$&?()$"*& 30">&+,(#%,+$*&,##";(/%&?($;$0*&+"&*$$& +1$&*.88$**&"3 &+1$&%0,32+(&4.*&,+&$,81& *+"7&"3 &+1$&+".09&$4,880

%_[Wb\!.+%'06)#$0'%'63?#=#)% &3#%+&1*,*&3%/*0"%*T".$#% &55,*-&0*.$'%#?#$%*+%0"#=%).$[0% "&?#%&$%*T".$#;

Augmented Reality (AR): =(##&4$& (/+0").8$)&"/&:1$&I0""3 &:0,?$#(/%& :,(#%,+$&:".09&I"*+8,0)*&;(+1&BT& #"%"*&;(##&4$&1,/)$)&".+&+"&+,(#%,+$0*& ;1"&;(##&4$&,4#$&+"&$K7$0($/8$&,& 1"#"%0,>&"3 &+1$&*+.)$/+&8">>$08(,#& "/&,&4(%&*80$$/&:o9&$40,546.99 Total for Tailgate Tour: $286,646.98


+BEG/B1/(#GII1/D5.N September 1 – January 31, 2011: B4*"04$0G*7$8(28&8">>$08(,#*&;(##& 4$%(/&0.//(/%&(/&J$7+$>4$0&VZ]Z& ,*&,/&(/+0").8+("/&+"&+1$&I0""3 & !,>7,(%/&,/)&S0./'&S0(/'(/%9&:1$& 8">>$08(,#*&;(##&0./&).0(/%&Q:o6*& ),-+(>$&70"%0,>>(/%&+10$$&+(>$*& ),(#-5&,*&;$##&,*&+;"&+(>$*&,&;$$'& ).0(/%&!">$)-&!$/+0,#6*&A!"#4$0+& T$7"0+C&,/)&A:1$&S,(#-&J1";9C& ^($#*$/&,/)&J(>>"/*&),+,&1,?$& 0,/'$)&4"+1&*+,+("/*&,>"/%&+1$&>"*+& 7"7.#,0&81,//$#*&3"0&B4*"04$0*&,/)& E/(+(,+"0*9&T.//(/%&8">>$08(,#*& +10".%1&R,/.,0-&VZ]]&$/*.0$*&+1,+&+1$& >$**,%$&"3 &+1$&I0""3 &8,>7,(%/&;(##& 8"/+(/.,##-&1(+&".0&+,0%$+&,.)($/8$5& $?$/&;1$/&+1$-&,0$&,;,-&30">& 8,>7.*9!!$ 3,707,670

8,>7,(%/9&&P.#.&;(##&4$&.*$)&(/&+1$& >"/+1&"3 &D$40.,0-9&J+.)$/+*&;(##& ,#*"&1,?$&,88$**&+"&8">>$08(,#*& "/&:1$I0""398">9&J+.)$/+*&;(##&4$& ,4#$&+"&4$8">$&,&3,/&"3 &I0""3 &"/& D,8$4""'&,##";(/%&.*$0*&+"&8"//$8+& ;(+1&"+1$0&*+.)$/+*&"/&+1$&/,+("/,#& #$?$#9!$105,000

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