Group members: Elizabeth Carr Gretchen Kiehl Kevin Lang Megan Bock Lindsey Hobbs Sam Tribble
Veronica Mathias Sarah Plotner Allie Switzer Melissa Kent
Blaine Kelly Lindsay Vilga Natasha Watzka Meagan West
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Table of Contents
Executive Summary ___________________________________ 3
Initial Steps __________________________________________ 4
Implementation Timeline _______________________________ 5 – 7
Implementation Summary _______________________________ 8 – 9 Results Survey Results __________________________________ 10 – 12 Web Traffic Results ______________________________ 13 Evaluation ___________________________________________ 14 - 15
Appendix Research ________________________________________ 18 - 22
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Executive Summary Alcohol Costs Alcohol Costs is a student-run public relations campaign at Otterbein University, with a mission to inspire responsible drinking decisions. As college students, the members of the Alcohol Costs campaign realized that they, as well as other Otterbein students, can be affected by the costs of irresponsible drinking. The members of this team developed a campaign based on personal experiences, social interaction, and secondary research. Team diversity such as age, campus involvement and social affiliation also gave the campaign strength and credibility. The problem identified by Alcohol Costs stated: Because the Otterbein University Student Wellness Center has noticed an increase of 40 alcohol-related incidents in the last year, we find students are not educated about responsible drinking, and are unaware of the costs and consequences of alcohol related issues. Alcohol-related incidents at Otterbein were not limited to any one age group, so the campaign was focused on all students. By targeting all student age groups, Alcohol Costs was able to reach out and raise awareness to the entire student population. Awareness was raised through two separate implementation processes. The first process started on Monday April 23, when Alcohol Costs posters were hung up in high traffic areas throughout campus, and was meant to last the entire week, however some posters may still be up. The second process included face-to-face interaction with students. On Wednesday April 25, members of the team handed out 235 bottles of root beer, funded by the Student Wellness Center, with Alcohol Costs labels designed to make the root beer look like actual beer bottles. The labels also had information about the costs and consequences of alcohol-related issues, as well as a QR code which directed students to the Student Wellness Centerâ€™s website. In order to evaluate the campaign, Alcohol Costs sent out a survey on Facebook to all Otterbein students. The survey yielded results that showed students did notice the posters, received a bottle or both. No negative feedback was received, however, some professors asked students to throw the bottles away for fear of actual alcohol in them.
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Initial Steps Problem Statement: Because the Otterbein University Student Wellness Center has noticed an increase of 40 alcohol-related incidents in the last year, we find that students are not educated about how to drink responsibly and are unaware of the costs and consequences of alcohol-related incidents. Goals: Decrease the amount of irresponsible drinking incidents made by students on campus Increase the awareness of the cost of irresponsible drinking Objectives: Decrease Otterbeinâ€™s student alcohol-related incidents by 25 percent in the academic year. Increase Otterbeinâ€™s student awareness of the cost and consequences of alcohol by 15 percent by the end of spring semester 2012. Audiences: Primary Target: Otterbein students over the age of 21 Secondary Target: Otterbein students under the age of 21 Strategies: Create a poster campaign that will be distributed throughout campus, explaining he consequences of not drinking responsibly. Create awareness by passing out root beer bottles with helpgul facts about how to drink responsibly. Create a picture ad to be placed on the Otterbein Student Ozone website, when they clock on the picture it will lead to a full page of helpful information and facts about college drinking. Create a Facebook event to invite students to stop by and receive a root beer bottle with facts and information on the label.
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Implementation Timeline - April 2012
Complete QR Code to link to 1:1 Campaign website Gretchen Kiehl
9 >Complete excerpt for on 1:1 Campaign website >Get approval from Bon Appétit >Get approval from Campus Center Lindsey Hobbs
11 Bring 6-pack carrying cases (empty!!) to class Lindsay Vilga (@ least 4) Lindsey Hobbs (1) Gretchen Kiehl (1)
>Inform the Otterbein Police Department about our event Blaine Kelly >Get approval from the Service Department about having glass bottles on campus Lindsay Vilga >Gretchen give Kevin key to COMMENT office >Kevin get tax-exempt form from Ann in the Student Affairs office >Buy 300 glass root beer bottles from Costco, store them in PRSSA/COMMENT office. Kevin Lang Blaine Kelly Denise Shively (to use her card)
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Implementation Timeline - April 2012
>Have root beer bottle labels and posters completed Sam Tribble Megan Bock Natasha Watzka Allie Switzer Sarah Plotner Meagan West
>Get approval for root beer labels and posters from Matt and Julie Elizabeth Carr
Get posters stamped from Student Affairs office Sam Tribble
>Submit final root beer labels and posters to Matt and Julie for approval Elizabeth Carr
>Put labels on root beer bottles Everyone
Sa t 21
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Implementation Timeline - April 2012
Have poster designations for each bundle of poster (so everyone knows where to place their posters and we know every area is covered) Sam Tribble
>Divide posters and hand out to teammates to place in designated areas >Hang posters Art Students
25 Pass out root beer bottles in the CC Everyone
Sa t 28
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Implementation Timeline – May 2012
Have documents submitted to Lindsey Hobbs for editing Blaine Kelly Gretchen Kiehl Elizabeth Carr Veronica Mathias Kevin Lang
>Review all documents in class Everyone >Bind the documents and get 2 copies made by 5/9
Turn in binder
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Implementation Summary: 1. Peeling the labels off of the root beer bottles:
After purchasing the root beer bottles we had to take all of the previous plastic labels off of the bottles so that we could place the newly designed labels on. 2. Placing the new labels on the bottles:
After all of the designing was completed and labels were printed we were able to go ahead and stick all of the new labels onto the bottles. We had planned to use spray adhesive, but because the glue from the previous labels was so strong we were able to use the previous glue to
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adhere our new personalized labels. Due to the labels not wrapping around the whole bottle we had to then clean off all of the extra glue, using GooGone and cotton balls and paper towels before we were able to place the bottles back in the box. 3. Passing out the root beer bottles:
Once all of the labels were adhered and the bottles were cleaned of exposed glue residue, we were then able to take our hard work and implement, by passing out the root beer bottles to students passing through the campus center lobby and out-front of the library on campus. 4. Secondary tactic: Our secondary tactic included these posters all around campus, with QR codes on them to match the root beer bottles.
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Results We conducted a follow-up survey using the online SurveyMonkey tool to find comprehensive numbers for how aware Otterbein students were of the Alcohol Costs campaign, whether they received a root beer bottle, or saw a poster, or both or none.
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Survey results cont’d…
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Survey results contâ€™dâ€Ś
Notes: *** The survey results do not accurately reflect the wide range of students who received root beer bottles during this campaign. The numbers simply indicate that 0 percent of freshman students elected to take the survey, etc.
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Web Traffic Results The QR codes that were printed on both the root beer bottles and posters directed those who scanned them with their smart phones to a web page dedicated to the Alcohol Costs campaign, as well as the 1:1 campaign that was implemented earlier in the year. The web site implementation was the least successful tactic of the Alcohol Costs campaign because, according to the Analytics that was put on the web site, only one person visited the site during the implantation process.
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Evaluation Problem Statement: Because the Otterbein University Student Wellness center has noticed an increase of 40 alcohol related incidents in the last year, we find students are not educated about how to drink responsibly and are unaware about the cost and consequences of alcohol related events. Goals: Decrease the amount of irresponsible drinking incidents made by students on campus through an educational campaign focused on the cost of irresponsible drinking. Objective: Decrease Otterbein's student's alcohol-related incidents reported on campus by 25 percent in the next academic year. -While this number cannot be assessed yet, our impact can be. Our “responsible drinking” root beer bottles were handed out to 235 students and the “responsible drinking” posters were set up and seen all over the Otterbein campus. People were interested in the event and were tweeting and talking about it for hours. Objective: Increase Otterbein student’s awareness about the cost and consequences of alcohol by 15% by the end of the spring semester 2012. -Between the 235 students given the root beer bottle and the impact of the posters we know that we spread awareness to at least 15 percent of the 2664 undergraduate students on campus. Sustainment for next year: -Continue to use food items for distribution; it makes students pay more attention. -Distribute bottles during high traffic class schedules -Use two different types of visuals (posters and root beer) Improvements for next year: -A bigger budget; while our campaign was successful we ran out of resources fast and could use a larger budget to impact more students.
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-A more varied selection of pop. We found that some people did not pay more attention to this campaign just because they did not like the taste of root beer. Offerings of ginger ale and cola could increase effectiveness. -Large banners with our logos at our handout stations could also help bring some more awareness to the campaign. Overall This campaign was a total success. There are only a few things to be improved on and it went well. Almost all feedback was positive and we reached out to more students than we set out to. While our campaign has ended for this year, students next year can continue on an already effective responsible drinking campaign.
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The Alcohol Costs campaign was created in conjunction with the client The Otterbein University Health and Wellness Center to find a way to r...