Chapman University NSAC 2009 Plansbook - TIO
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Transcript of Chapman University NSAC 2009 Plansbook - TIO
-SHARON SALZBERG
It doesn’t matter how long we may have been stuck in a sense of our limitations. If we go into a darkened room and turn on the light, it doesn’t matter if the room has been dark for a day, a week, or ten thousand years; we turn on the light and it is illuminated.”
“
Every so often you stumble across a person, and you can immediately tell
there’s something about him. Something special. Something that draws you
toward him. Like a bright light in the darkness, you can’t resist. So you follow
him. For us, this person is The Illuminated One.
The Illuminated One, or TIO, as his friends call him, is many things, but
ordinary isn’t one of them. He’s been an inspiration to us; a guiding light in
our campaign against dangerous overconsumption of alcohol. TIO brings
change on college campuses. He is like our older brother, looking out for
us and equipping us with the facts we need to make our own choices, but
he never undermines our ability to decide for ourselves. He never judges,
condemns or looks down on us. His concern is genuine. TIO’s experience-rich
life allows him to illuminate College Students across the nation.
The following is a diary TIO kept of our communications with him regarding
our common goal of battling dangerous overconsumption of alcohol
among College Students.
We are Circle Advertising, Chapman University’s student-run advertising
agency, and we thought we would start by telling you a story…
This is my atlas. This is my story. These are my beliefs. Through life’s great
tips for illumination.
TABLE OF CONTENTS
2 WARLOCKS & WITCHES
4 EXECUTIVE SUMMARY
6 RESEARCH
9 OVERCONSUMPTION DEFINED & SWOT
10 THREE BARRIERS
11 TARGET MARKET PROFILES
12 ROMPE!
14 BIG IDEA
16 CREATIVE
21 VIRAL
22 TOP-40 MAP
23 PROMOTIONS
26 PUBLIC RELATIONS & PARTNERSHIPS
29 MEDIA
32 EVALUATION, BUDGET & PITCH
TIO’S MANIFESTO:“
1
”
2
WARLOCKS & WITCHES BALL
HEY TIO!
We haven’t heard from you in a while and
wanted to drop you a line. How’s your traveling
been? When you get back we’d love to hear all
about it!
Here at Chapman, we’ve been hard at work
building a campaign for The Century Council
(TCC) that combats dangerous overconsumption
of alcohol. Less than thirty days after we received
the campaign case study, our team, Circle
Advertising, hosted the third annual Warlocks and
Witches Ball at Marion Knotts Studios.
The Ball kept TCC’s goals in mind by bringing
students together in a fun, alcohol-free
environment. This year, 390 College Students
attended.
Before the BallWe saw the Ball as a great opportunity to remind
students of the dangers of overconsumption of
alcohol and perform primary research at the
same time. We set the theme as a 1920’s murder
mystery, a “whodunit” with a surprise ending.
1920’s celebrities who were the suspects. Guests
were then ushered through the hallways toward
our sound stage and most importantly, our
Century Council room.
Come on in!Guests stopped by The Century Council room for
our non-alcoholic bar. We invited guests to walk
a straight line while wearing beer goggles which
simulated a .08 BAC. They quickly discovered
“intoxicated.”
Students left The Century Council room with a
different perspective on drinking, and with a
business card containing the Web address for a
blog we created with pictures, videos and real
stories from young adults about the negative
consequences of overconsumption (check it out
at drinkdiary.wordpress.com).
The Plot Thickens
Once all of our guests assembled in the Grand
Ballroom, the murder mystery continued. Guests
asked questions of the suspects and mingled with
each other to discover “whodunit”. Guests cast
their ballots, and we revealed the murderer.
Guests were stunned to learn that the crime was
committed by the suspect who chose to drink
and drive at the event. After a few words about
the dangers of overconsumption of alcohol, our
DJ took the stage and the dance party started.
Students mingle
on t
he r
ed
carp
et
That’s All She Wrote... AlmostWith the Warlocks and Witches Ball we showed College Students the dangers of overconsumption of alcohol, and provided a safe environment where students could have a good time without drinking… or so we thought.When the party was wrapping up, Chapman’s Public
found several bottles of alcohol secretly stowed away, ironically, in our own Century Council room.
We had a lot to learn!
alcohol consumption is, and our task to create an awareness campaign for TCC became even more poignant.
So, TIO, we’re going to need your help with the rest of our campaign. You know exactly what we’re up against, and with your knowledge, maybe you can help us shed a little light on the problem.
Sincerely,
Chris, Kat, Amy& CIRCLE ADVERTISING
JONNIE KING
BUDDY FIDEL
IVY FRITZ
MAXIE ROZELLA
BURT MAJORS
THE SUSPECTS
Revealing whodunit!
3
Moderate Drinkers: Tertiary Audience
These more-experienced drinkers have adopted safer drinking habits, but may occasionally need reminders not to dangerously overconsume.
Barrier of Image Distortion: College Students often perceive their drinking behaviors to be different than they actually are.
Barrier of Immortality Complex: College Students are concerned with immediate physical consequences, like throwing up. Long-term effects, like alcoholism or liver disease, seem surreal and do not resonate. Death is not in College Students’ realm of possibilities.
Barrier of Knowing vs. Implementing: The truths and facts that College Students share about drinking often get overlooked in social situations. Good choices are ignored and the effort to make smart decisions dwindles.
Inexperienced Drinkers : Primary Audience
These students have just started drinking, or are new to a drinking environment. They may not know their limits, and although they may only drink sporadically, their risk of overconsumption is high.
Binge Drinkers : Secondary Audience
This segment habitually chooses to dangerously overconsume alcohol. Frequently they experience the physical consequences of their drinking: vomiting, blackouts and hangovers.
EXECUTIVE SUMMARY
HELLO FRIENDS,
I’M GLAD YOU’RE JOINING CIRCLE ADVERTISING AND ME ON THIS JOURNEY! BEFORE WE GET INTO THE NITTY GRITTY, LET’S GO OVER A FEW THINGS.
During my travels and through my communications with Circle Advertising, I’ve discovered Three Barriers that currently prevent College Students from being receptive to messages about alcohol consumption:
THIS JOURNAL, THIS COLLECTION, IS FOR THOSE I KNOW I CAN HELP.
1. 3.
2.
TARGET MARKETS:
Inexperienced Drinkers are the sweet spot!
4
They are College Students ages 18-22. I’ve discovered, when it comes to addressing alcohol, College Students as a group are best segmented by their drinking habits, not their age, race, or ethnicity.
Create a non-traditional, $10 million campaign to
combat dangerous overconsumption of alcohol
by College Students
Use initiatives that can stand alone or in
conjunction with each other
Use initiatives that can be applied nationally and
locally
the terms of College Students
Break down the Three Barriers that currently
prevent College Students from being receptive to
messaging about overconsumption
Give College Students relevant, useful facts about
alcohol consumption and its consequences
Empower College Students to make safe choices
when it comes to drinking
Effect long-term change in drinking behaviors
among College Students
Raise awareness of the dangers of
overconsumption among College Students by 15%
Generate over 250,000 unique views at meetTIO.
com during the 11-month campaign period
Garner participation of over 25,000 College
Students in online and live promotional and public
relations events
5
I’ve created various sketches and drawings to illustrate our thoughts. These ideas can be applied locally or nationally. Our placements canvas college campuses, as well as online and mobile phones, where College Students are constantly connected. These mostly non-traditional tactics and placements will help to increase effectiveness and reach.
I’m teaming up with Circle Advertising to host two events: GLOW, an on-campus carnival, introduces College Students to me and my message in an interactive, engaging and peer-to-peer format; and IlluminArt, an online submission contest, encourages College Students to express a brighter world through art.
Partnerships with Scion, the NCAA, and Nike, include the community as a whole and get College Students actively educating themselves and others about the dangers of overconsumption. A pitch plan insures that our campaign attracts national and regional attention.
$10 Million
CAMPAIGN STRATEGY:
PROMOTIONS:
PR & PARTNERSHIPS:
BUDGET:
THE TASK
GOALS
OBJECTIVES
PROMOT
IONS
PR
PRODUCTION
CONTINGENCY
COMMISSION
MEDIA
6
RESEARCH
FATE SMILED UPON ME, RECONNECTING ME WITH CIRCLE ADVERTISING.
OBJECTIVES:
Discover psychographic and behavioral insights about College Students and the factors that
Generate over 4,500 research impressions
and understanding of their impact on and experience with the college drinking culture
as it relates to College Students
After reading their letter about the Warlocks and Witches Ball, I was comforted to know I was not alone in my effort. However, it became clear to me how much work remained. The next step was
much as we could about College Students and their drinking habits.
pouring...
and pouring...
and done!
PORTIONS FOCUS GROUP
MAN ON THE STREET
7
PRIMARY RESEARCH: SECONDARY RESEARCH:Circle Advertising and I started with research that was close to home. We conducted…
90 face-to-face interviews with College Students at six different universities
10 one-on-one interviews with healthcare professionals, education administrators and law
Carolyn V. Cavecche, mayor of the City of Orange
Jerry Price, vice chancellor of student affairs for Chapman University
Gina Kerley, National Pan-Hellenic Sorority chairwoman
Lisa Sparks, Ph.D. in Health and Risk Communication
390 College Students attended The Warlocks and Witches Ball
Three nationwide surveys with responses from 4,152 College Students canvasing all 50 states
Six pre-testing focus groups
One post-testing focus group
In all, Circle Advertising had 4,935 research impressions.
PORTIONS FOCUS GROUPWe researched countless blogs, Web sites, organizations, articles and journals pertaining to College Students and alcohol consumption.
Alcohol as it relates to age and maturity
Drinking games
overconsumption of alcohol
Addiction and substance abuse
Psychological and physical consequences of alcohol consumption
drinking culture
Secondary Research Key Insights:
“What students believe to be normal among
the style they will adopt themselves.” AARON WHITE, Ph.D. at Duke University
“Binge-drinkers … tend to be more involved with athletics and social activities, and less with community, academic, or religious activities.” DRUG-REHAB.COM
We set out to become experts on College Students and their drinking behaviors.
Circle Advertising and I use the empowerment approach because we want to inspire College Students, not tell them what to do. College Students are independent thinkers who are capable of making smart drinking decisions. We are here to provide them with helpful tips and friendly facts to guide them along the way.
88
SECONDARY RESEARCH
Wherever one travels, the way people communicte is always consistent. There are four strategies people use to deliver negative messages. Because alcohol overconsumption is a negative subject, these communication methods are highly relevant and universal:
FOUR STRATEGIES FOR DELIVERING NEGATIVE NEWS
Indirect: Communicators avoid certain topics, leaving out aspects of the situation. For example, an anti-drinking campaign might only talk about abstinence or death, neglecting to mention more minor consequences.
Direct: Communications are delivered in an honest, straightforward and educational manner, but can be perceived as cold or unemotional. An example would be a strictly statistic-based approach to the consequences of drinking.
Comforting: Messaging alleviates emotional distress by softening the facts. This can be perceived as coddling or patronizing. An example would be a parent gently addressing concerns about his child’s drinking.
Empowerment: Messaging focuses on personal choice. The receiver of the message decides on a course of action and is empowered to make a better decision on his own accord. An example would be a campaign that presents facts and asks the receiver to decide the course of action.
*Sparks, Lisa, et. Al. “A Patient-centered Approach to Breaking Bad News:Communication Guidelines for Health Care Providers.” Journal of Applied Communication Research 35.2 (2007): 177-96.
1.
2.
3.
4.
HEALTH COMMUNICATION INSIGHTS*
99
DEFINITION & SWOT
MORE THAN A NUMBER...
When I started this journey, I immediately asked College Students how they describe dangerous overconsumption of alcohol. From state to state, College Students agreed: binge drinking is NOT categorized by the number of drinks consumed.
For College Students, it’s much more personal than
only thinking about the negative physical effects from drinking.
College Students consider their drinking a binge if they suffer some sort of negative physical consequence, such as dizziness, nausea, vomiting, loss of control, blacking out, or a hangover.
While a Binge Drinker may feel nothing after four drinks, an Inexperienced Drinker may experience a blackout.
I FIND THAT ONE OF THE BEST WAYS TO GET TO KNOW PEOPLE IS BY TAKING THE TIME TO SIT DOWN AND TALK WITH THEM.
Dangerous overconsumption is relative.With our better understanding of how College Students view binge drinking, we can speak their language by addressing physical consequences, not the number of drinks consumed. Because after all, College Students believe that a binge is “different for everyone.”
STRENGTHS
SWOT ANALYSIS
TCC’ s messaging reaches a large demographic
Current messaging reaches a variety of influencers in the community (e.g. law enforcement officers, school administration)
TCC has numerous partners
WEAKNESSESExisting alcohol awareness initiatives often do not motivate College Students to change drinking habits
Current initiatives’ messaging tone is not always relatable for College Students
OPPORTUNITIESNew media outlets, such as social networking and mobile communication
Ineffective college alcohol awareness programs leave room for growth
Peer-to-peer messaging
Partnerships with brands and organizations that have a strong appeal to College Students
THREATSAlcohol advertising is effective
Trends such as drinking games, themed parties, pre-gaming and energy drinks
College Students ignore long-term consequences of their drinking
According to a
study by the CORE
Institute, 63% of
College Students
reported having had
a hangover, and 54%
said they got nauseous
or vomited as a result
of their drinking in the
past year.
Many upsetting, embarrassing and even dangerous incidents are perceived as sexy, funny and exciting, emphasizing the students’ disconnect with what actually
happened the night before*
Barrier of Immortality Complex: Students are concerned with immediate physical consequences, like throwing up, rather than long-term effects, like alcoholism or liver disease. Telling College Students stories of alcohol-related deaths is ineffective as the risk of death seems surreal and unimaginable. Instead, College Students want to be informed about issues that will directly affect them in their daily lives.
Barrier of Image Distortion: College Students often perceive their drinking behaviors to be different than they actually are. Even if
as a binge drinker, he might see himself as a moderate drinker, and is therefore more responsive to messaging that targets moderate drinkers.
Barrier of Knowing vs. Implementing: College Students who are are well-informed about the dangers of drinking often ignore its consequences when put in social drinking environments. There is a disconnect between knowing and implementing knowledge. Messaging must not only be informative, but also powerful enough to sink in and create actionable recall in social drinking situations.
THREE BARRIERS
AFTER EXTENSIVE PRIMARY AND SECONDARY RESEARCH, CIRCLE ADVERTISING AND I DISCOVERED THREE BARRIERS:
These barriers currently affect how College Students respond to messages about alcohol consumption. We must address them to effectively reach College Students and empower them to alter their drinking behaviors.
1.
3.
2.
hey wassup gurl?
i am... so chill
10 *Primary research insight
Takes on many constructive activities including swimming and community service
Occasionally unwinds by going to bars with friends
Respects his limits based on negative experiences from the past
Usually keeps drinking under control, but overconsumes to unwind when stressed
11
TARGET MARKETSCollege Students
(18-22, enrolled in college)
HERE’S A QUICK SKETCH OF THREE PEOPLE I MET DURING MY JOURNEY.
Each one is unique and a great example of the three segments of College Students who will be most receptive to my safe drinking message.
While each of these segments is unique, they are all similar in that they live in a social, college world where alcohol consumption is a real factor in their daily lives. It doesn’t matter how they get their alcohol, when they choose to drink or not drink, or where the drinking takes place. Everything we’ve learned has pointed to one truth: College Students need relevant and helpful advice about drinking no matter their own experiences and perceptions about alcohol.
That’s where I come in…
She’s energetic with an active social life
Loves her uniqueness, but wants to be accepted by her sorority sisters
Has tried alcohol, but is hesitant to drink at parties
Doesn’t know her limits but feels pressure from peers to discover them
RECEPTIVE TO MESSAGES INTRODUCING DA I LY
CONSEQUENCES OF OVERCONSUMPTION & HAS
GREATEST POTENTIAL TO DEVELOP SAFE DRINKING
HAB ITSRECEPTIVE TO MESSAGES
EXPRESSING CONCERN FOR HIS
SAFETY & NEEDS ENCOURAGEMENT
TO ADOPT SAFER DRINKING HABITS
RECEPTIVE TO MESSAGES THAT REINFORCE AND
REMIND HIM OF SAFE DRINKING BEHAVIORS
MEET JESS SOLANO:INEXPERIENCED DRINKERPRIMARY AUDIENCE: (16% of College Students)
MEET AARON FEISS:MODERATE DRINKERTERTIARY AUDIENCE: (54% of College Students)
MEET KYLE “THE BUS” NUSSBINGE DRINKERSECONDARY AUDIENCE: (25% of College Students)
dannyaaron
PERCEPTION
REALITY
INVINCIBLE
jessica
danny
aaron
PERCEPTION
REALITY
INVINCIBLE
jessica
danny
aaron
PERCEPTION
REALITY
INVINCIBLE
jessica
He loves to drink and any time’s a good time for it
Has active social life centered solely around partying and believes this is normal behavior
Sees college as a time to “celebrate” and “let loose,” but he can still be responsible
Knows his limits, but is unconcerned if he goes way past them
12
ROMPE!
HEY TIO!
After accumulating our research, we created
Rompe (pronounced rom-pay), a new method to
produce the driving force behind our campaign:
the Big Idea. Rompe comes from the Spanish word
“to break.” We use Rompe to break ideas down.
boards containing the most important trends and
research on public relations, media, creative, and
our Big Idea.
On the night of Rompe, we split our team into three
groups and carefully analyzed the information on
the boards. Chapman University’s Dean of Students,
Jerry Price, and Chancellor Daniele Struppa
participated with us in detailed discussions of our
research. Their insights helped us to see the issue of
overconsumption from an outside perspective.
Afterward, we led discussions with our team to
glean their insights. From these, we began to build
our campaign.
- DRINKING IS BAD
- TARGET IS ALWAYS
TALKED DOWN TO
NORMS
ROMPE!
VISION
- GIVE THEM TOOLS TO
MAKE BETTER DECISIONS
- BE EMPATHETIC,
PERSONAL, RELATABLE
AND ORIGINAL
- DON’T SAY NO TO THEM
Everything is big and in your face, and the
drinking culture goes along with that.Insight about college
binge drinking from Dean Price
“
“
13
We concluded that when it comes to alcohol, College Students…
Don’t want to hear “No” Don’t want to be told what to doDon’t want to experience physical consequences like vomiting and blackoutsDon’t want to be “that one really drunk kid at the party”
They do:Want to be accepted by peers Want peer-to-peer messaging Want useful and relevant drinking information Want an engaging and interactive message
Therefore, we will:Give College Students the tools to make better decisions without saying “No” or telling them what to doBe empathetic, personal, relatable, and original
From there we developed our Big Idea.
TIO, you have to check this out! It’s how we’re going to break down the Three Barriers and effectively communicate a safe drinking message to College Students.
We will...
14
TIO: “The Illuminated One” is the spokesman for Illuminate and the vehicle through which Illuminate is communicated.
Illumination is the result of a personal choice. To illuminate is to provide relevant facts and the opportunity to make a change. To become illuminated is to implement that change in one’s own life.
ILLUMINATEIlluminate: To enlighten and provide knowledge through relatable facts to bring awareness and inspire change.
15
CREATIVE
Our creative executions give College Students relevant and useful information, empowering them with the ability to make better decisions about alcohol consumption. College Students will become illuminated by learning the truth about drinking and becoming inspired to make a change.
All executions:
Use an illustrated version of TIO
Depict real-life settings
Utilize the color palette
Include the tagline “Wecome ot a Brighter World”
Drive College Students to meetTIO.com
I’M NOT ONE TO TALK ABOUT MYSELF, SO I’LL LET CIRCLE ADVERTISING TELL YOU ABOUT OUR CREATIVE EXECUTIONS.
Executions will break down the Barrier of Immortality Complex by showing situations involving the immediate physical consequences of dangerous overconsumption. College Students will see that binge drinking can be seriously detrimental to their health, reputation and other aspects of their daily lives and long-term futures.
We break down the Barrier of Knowing vs. Implementing by creating easily recalled executions with long-term resonance. Social situations depicted in the executions are realistic and relatable. College Students will apply the information to their daily lives.
The Barrier of Image Distortion will be broken down for Inexperienced, Binge, and Moderate
needs. Messages will shed light on what is actually hapening instead of what is perceived when drinking.
The color palette for our executions is a mix between earthy, relaxed colors and vibrant, emotionally expressive colors. They don’t downplay the seriousness of the executions and don’t stir up polarizing emotions in College Students.
College Students don’t see current campaigns combating dangerous overconsumption of alcohol as relevant; they are “turned off” and indifferent to scare tactics and extreme consequences.*
Students are more likely to respond to direct information rather than to a demanding message.*
BREAKING BARRIERS
*Focus group insights
16 *Primary research insights
To determine our Top-40 college campuses, we compared a variety of Princeton Review rankings on Princeton Review including “Party Schools,” “Lots of Beer,” and “Lots of Hard Liquor.” We target a mix of small, large, public and private colleges spread every region of the U.S., with particular emphasis on rural areas where binge drinking tends to be more prevalent. We also considered campus sports and Greek culture since they are correlated with higher consumption habits.
PUBLIC:
PRIVATE:
UNIVERSITY OF FLORIDA
HARDING UNIVERSITY
CORNELL UNIVERSITY
RANDOLPH-MACON COLLEGE
DEPAUL UNIVERSITY UNIVERSITY OF
DENVER
PENNSYLVANIA STATE UNIVERSITY
UNIVERSITY OF TEXAS AT AUSTIN
UNIVERSITY OF CALIFORNIA,
SANTA BARBARA
WEST VIRGINIA
UNIVERSITY
Gainesville, FLSuburban, Small City35,189 undergraduates
#1 Party Schools#7 Beer#10 Greek Scene
Austin, TXUrban, Very Large City37,389 undergraduates
#8 Party School#13 Hard Liquor#9 Packed Stadiums
Morgantown, WVSuburban, Small City21,930 undergraduates
#4 Party School#12 Beer#8 Athletic Facilities
Denver, COUrban, Large City5,324 undergraduates
Best Western College
Searcy, ArkansasSuburban, Large Town4,168 undergraduates
Best Western College
Chicago, ILUrban, Very Large City15,024 undergraduates
#1 Great College Towns
Ashland, VASuburban, Small Town1,201 undergraduates
#6 Party Schools#2 Hard Liquor#4 LBeer#8 Greek Scene
Ithaca, NYRural, Large Town13,846 undergraduates
Best Northeastern College
Santa Barbara, CASuburban, Small City18,415 undergraduates
#9 Party School#4 Hard Alcohol
University Park, PASuburban, Large Town37,988
#3 Party School#2 Beer#6 Greek Scene
University of Florida (semester)
University of Texas at Austin (semester)
West Virginia University (semester)
University of California, Santa Barbara (quarter)
Pennsylvania State University (semester)
University of Denver (quarter)
Harding University (semester)
DePaul University (quarter)
Randolph-Macon (semester)
Cornell University (semester)
TOP-40 CAMPUSES
17
TIO is the unifying visual element in all executions, promotions and events. He’s well-traveled,
importantly, empathetic. He equips College Students with the tools to deal with potentially dangerous drinking situations by using peer-to-peer communication and relevant tips.
TIO’s tone is that of an older sibling. He speaks in a
nature but is not pretentious. He uses simple yet sophisticated language that is friendly and inviting.
HE WEARS A YELLOW SHIRT
TIO HAS SCRUFFY FACIAL HAIR AND CURLY HAIR
HE WEARS BLUE JEANS
HE WEARS SANDALS
IT MAKES HIM STAND OUT IN THE CROWD AS WELL AS SHOWS HIS OPTIMISIM AND APPROACHABILITY
THEY COMPLIMENT HIS EXPERIENCED DEMEANOR AND RELAXED PERSONALITY
IT SHOWS THAT HE IS CASUAL AND COMFORTABLE IN HIS OWN SKIN
IT SHOWS HIS RELAXED AND PERSONABLE NATURE
Cornell University (semester)
18
EXECUTIONS
TIO’S TIPS
COFFEE CUP SLEEVES
illumoPHOTO BANNER
HEAT SENSITIVE INK WILL REVEAL THE FACT ON COFFEE SLEEVES
FLICKR BANNER WHILE PHOTOS UPLOADTHROWING UP IS A REACTION TO YOUR BODY
RESPONDING TO ALCOHOL POISONING
WELCOME TO A BRIGHTER WORLD
AN AVERAGE COLLEGE STUDENT SPENDS 49 MINUTES WITH HIS COFFEE, WHICH IS SEEN BY 6 PEOPLE
MYTH:
FACT:
Coffee cures a hangover
COFFEE IS A DIURETIC LIKE ALCOHOL AND CAN MAKE THE DRINKER
EVEN MORE DEHYDRATED, THE CAUSE OF HANGOVERS.
Coffee cures a hangover
MYTH:Coffee cures a hangover
MYTH:Coffee cures a hangover
MYTH:Coffee cures a hangover
MYTH:Coffee cures a hangover
Coffee is a diuretic like alcohol and can
make the drinker even more dehydrated,
the cause of hangovers.
Coffee is a diuretic like alcohol and can
make the drinker even more dehydrated,
the cause of hangovers.
Coffee is a diuretic like alcohol and can
make the drinker even more dehydrated,
the cause of hangovers.
Coffee is a diuretic like alcohol and can
make the drinker even more dehydrated,
the cause of hangovers.
Coffee is a diuretic like alcohol and can
make the drinker even more dehydrated,
the cause of hangovers.
FACT:
FACT:
FACT:
FACT:
WELCOME TO A BRIGHTER WORLD
WELCOME TO A BRIGHTER WORLD
WELCOME TO A BRIGHTER WORLD
WELCOME TO A BRIGHTER WORLD
WELCOME TO A BRIGHTER WORLD
WELCOME TO A BRIGHTER WORLD
19
WRISTBANDS
PRINT AD
NEW YEAR’S EVE, CROWD OF COLLEGE KIDS
CHANTING 10, 9, 8...
DRUNK COUPLE ABOUT TO KISSGIRL LOOKS QUEASY SOUNDS OF GIRL THROWING UP
BOY HAS VOMIT ON HIMTIO SHOWS UP TO HELP TIO WRITES FACT ON SCREEN ZOOM IN ON FACT, FADE UP TAGLINE
WELCOME TO A BRIGHTER WORLD
Throwing up is your body’s response to
alcohol poisoning
NYC BILLBOARD
DIGITAL BILLBOARD GENERATES 1.5 MILLION IMPRESSIONS DAILY IN TIMES SQUARE
PEOPLE WILL BE LIVE ACTION, TIO WILL BE A SKETCH
600,000 DISTRIBUTED A MONTH OFFER ON-PERSON MESSAGING OVER MULTIPLE HOURS
96% OF COLLEGE STUDENTS READ THEIR COLLEGE NEWSPAPERS REGULARLY
WELCOME TO A BRIGHTER WORLD
OUT OF THESE 10 DRUNK GIRLS WHO HAVE HAD SEX, 6 HAVE
CONTRACTED AN STD
20
GUERILLA & NON-TRADITIONAL
STICKERS INTERACT WITH ATHLETES TO ILLUMINATE FACTS ABOUT DRINKING
TOILET PAPER WITH TIO AND FACTS
ENCOURAGE CREATIVE PARTICIPATION WITH THE USER
WEIGHT FACT DECALS
Tip #9:
Tip #56:
Tip #89: Energy drinks have a lot of stimulants, while alcohol is a depressant. By mixing the two, you’re
sending mixed signals to your nervous system, which can cause heart - related problems.
MESSAGE BOARD
PEER TIPS
PEER TIPS
DORM DOOR HANGERS
FACT REVEALING TOILET PAPER
DRY ERASE SURFACE ALLOWS FRIENDS TO LEAVE MESSAGES
DRY-ERASE SURFACE WILL ALLOW FRIENDS TO WRITE TIPS FOR THEM
Tip #9:
Tip #56:
Tip #89: Energy drinks have a lot of stimulants, while alcohol is a depressant. By mixing the two, you’re sending mixed signals to your nervous system, which can cause heart - related problems.
Tip #6:
Tip #58:
Tip #17: Energy drinks have a lot of stimulants, while alcohol is a depressant. By mixing the two, you’re sending mixed signals to your nervous system, which can cause heart - related problems.
WELCOME TO A BRIGHTER WORLD
OUT OF THESE 10 DRUNK GIRLS
WHO HAVE HAD SEX, 6 HAVE
CONTRACTED AN STD
FRONT
BACK
DOOR HANGERS WILL REACH 1.6 MILLION ON-CAMPUS RESIDENTS.
21
CORRECT DRINK
PORTIONS STRAW
URINAL DECALS
BEFORE
AFTER
ILLUMICHART DECALS
40% OF COLLEGE
STUDENTS HAVE
EXPERIENCED A
BLACKOUT
22
INTERNET & VIRAL
COLLEGE STUDENTS ARE CONSTANTLY PLUGGED IN THROUGH COMPUTERS AND MOBILE PHONES. WHEN THEY FIND SOMETHING THEY LIKE, THEY SHARE IT, CREATING A VIRAL PHENOMENON.
WHY DO DUMB THINGS? SHOT FOR SHOT
MEETTIO.COM
EVENTS TIO’S TIPS
DOWNLOADS
THE CENTURY COUNCIL
A video series entitled “Why Do Dumb Things?” will be posted on YouTube, CollegeHumor.com and meetTIO.com. The premise of the series is that anything in massive quantities is bad, particularly alcohol. A College Student illustrates the metaphor of overconsumption by attempting to chug a gallon of milk and throwing up, eating a cup of sugar and passing out, and other outlandish tasks. College Students will want to pass “Why Do Dumb Things” on to their friends because it is entaining and informative.
We will create this iPhone application, which is a game where the user has to take “shots” by moving the phone to their mouth. They are trying to out-drink a big man sitting across the virtual table from them. As they take more and more shots,
screen goes black; they have blacked out. On the
this guy, so why would you try to outdrink him?”
MEET EVENTS
TIO'S TIPS
BLOG DOWNLOADS
THE CENTURY COUNCIL
WHY DO DUMB THINGS?
TIO’s Tips and Blog where students can ask TIO for safe drinking tips and share their own
Events, including promotions, partnerships and photos
Downloads where College Students can access viral videos and games
The Century Council, where students our redirected to TCC’s homepage
23
PROMOTIONS
GOALS:
POSING WITH TIO AT GLOW!
STRATEGY:
Introduce College Students to TIO and position him as a positive role model
Provide College Students with drinking tips to keep them safe
Engage College Students with TIO’s message in a personal, peer-to-peer manner
GLOW
IlluminArt
We will have two promotional events for College Students:
DOWNLOADS
Our promotions reinforce Illuminate’s strategy by providing Inexperienced Drinkers with useful and factual information about drinking that is relevant to their daily lives. Our message is embedded in the activities and themes of the events themselves, so Inexperienced Drinkers are interacting with the facts organically, not just hearing or reading them.
Both GLOW and IlluminArt break down the Barrier of Immortality Complex by presenting safe drinking tips in a relevant and personal manner. We also prominently disply peer-to-peer advice to reinforce the relatability of the tips.
GLOW breaks down the Barrier of Knowing vs. Implementing because safe drinking tips are distributed in a social environment. This makes it easier for Inexperienced Drinkers to recall and implement the tips in other social situations where alcohol might be available.
IlluminArt breaks down the Barrier of Image Distortion by giving College Students the opportunity to artistically
and to share these observations with their peers.
24
PROMOTIONS
THE LIGHTS? NEON. THE MUSIC? LOUD.
Stations. I was at GLOW, a free awareness carnival and dance party hosted by Circle Advertising.Each Illumination Station was embedded with a message about safe drinking:
At each Illumination Station, we distributed information cards that gave Inexperienced Drinkers safe options in a variety of drinking situations. They could also remove a useful TIO’s Tip from a tip jar at the Mocktail Bar. Next to the Mocktail Bar, Inexperienced Drinkers wrote postcards with their best safe drinking advice and posted them on my travel map for all their friends to see.
Lost and Found station made simple tasks, like walking a line and retrieving dropped objects
beer goggles
Face Painting station had a menu of looks including “Hungover,” “About to Puke” and “Bad Drunk Tattoo” as visual reminders of the possible effects of overconsumption
Fortune Teller read “drunk” horoscopes about the negative consequences of drinking
You’ve been at a party for a while and you feel like you drank too much alcohol. It’s a good idea to: a ) Eat salty foods; They will encourage you to drink more water b ) Eat protein-rich and fatty foods to slow the effects of alcohol c ) Drink plenty of water (but not too fast) d ) Stop drinking and call it a night
chapmanradio(.com)onKNABKNAB
TIO’S TIP #35
Most students don’t know that eating or drinking
certain things makes you feel better and keeps you
safer during and after consuming alcohol
Whatever you choose, be sure to have a safe night
ANSWER: ANY OF THE ABOVE
GLOW
FISHING FOR CELL PHONES AT LOST AND FOUND
Mocktail Bar allowed Inexperienced Drinkers to measure non-alcoholic drinks as a reminder about alcohol and portion sizes
25
ILLUMINART CONTESTAs you can see from my journal, I love writing and sketching, so I wanted to give College Students the opportunity to express themselves in a creative way. From December 15, 2009 to February 15, 2010, Circle Advertising and I will host IlluminArt, an online submission contest.
Here are the details:
Circle Advertising informed me that GLOW will be implemented in August 2009 at their Top-40 college campuses to kick-off Illuminate and to coincide with the start of school when College Students are prone to heavier drinking. Street teams will be hired to plan and promote GLOW on the college campuses.
ON-CAMPUS ADVERTISING
WAS USED A WEEK PRIOR
TO GLOW:
Fliers posted on campus
and dorm rooms
Banner ads placed on
campus LCD screens
Large neon-colored
GLOW letters placed
around campus to
generate buzz
Facebook event page
College Students upload submissions in the categories of art, design or creative writing to meetTIO.com
Pieces must follow the theme “Welcome to a Brighter World”: shedding light on the dangers of alcohol overconsumption
IlluminART advertised in college newspapers during December 2009
Winners in each category and overall winner announced on meetTIO.com on February 16, 2010
Winning artists’ work featured in college newspapers nationwide in April 2010 in conjunction with Alcohol Awareness Month, and each winner awarded $2,000 scholarship
Student with most votes receives all-inclusive, 5-day trip to New York City to visit the Metropolitan Museum of Art with two of his friends
From April 15, 2010 to June 20, 2010, the NCAA, an existing partner of TCC, Nike, and Illuminate will team-up to put on two-day sports clinics. Featured on colleges in our Top-40 that are part of the NCAA, these clinics will host high school seniors, who will soon be College Students. In the clinic, college athletes will share their experiences with alcohol and the college sports atmosphere, as well as give participants personalized athletic training. Many seniors in high school will become Inexperienced Drinkers the following year and can use helpful advice from more experienced role models. Involvement earns volunteers a $200 Nike gift-card and develops their image as responsible athletes.
Safe Shots breaks down the Barrier of Image Distortion for college athletes because volunteers must offer advice to participants who are younger and look up to them, thereby illuminating college athletes to their own dangerous drinking habits.
Inspire College Students to be someone’s TIO
Provide College Students with safe drinking tips and encourage them to consider their own insights about safe drinking
Get the community involved in Illuminate
Use current and new partnerships
26
PR & PARTNERSHIPS
THE WEEKEND BEFORE ST. PATRICK’S DAY I ATTENDED LUCKY YOU, A COMMUNITY EVENT AT ELMORE SCION IN ORANGE COUNTY.
STRATEGY
GOALS
A campaign is only as powerful as its partnerships. We will partner with Scion, the NCAA, and Nike to bring together the community and get College Students involved in educating themselves and others about alcohol overconsumption. A public relations pitch plan will allow us to illuminate the nation and each of the Top-40 colleges.
The event encouraged safe drinking habits during one of the year’s biggest drinking holidays, and Elmore Scion donated $100 for every car they sold during the event to the National Council on Alcoholism and Drug Dependence (NCADD). The two-day event featured:
SAFE SHOTS SPORTS CLINIC
KYSR 98.7 broadcasting safe drinking tips from participants and live callers
Handouts outlining some of my advice for safe consumption
My travel map where participants could post safe drinking tips on bumper stickers
Primary research
showed that college
athletes believe that the
overconsumption of
alcohol is twice the
nationally accepted
the
band
!
WHY SCION?
The weekend raised $2,500 for the NCADD-OC!
ON ST. PATRICK’S DAY, MY MAP WAS POSTED ON CHAPMAN’S CAMPUS TO REMIND STUDENTS OF SAFE WAYS TO GET THROUGH THE HOLIDAY.I LOVED SEEING COLLEGE
STUDENTS ENGAGED:
Scion targets College Students and has loyal owners excited to participate in Scion-branded events. Scion is also willing to help the dealership pay for branded events.
Listening to live music performed by Audible Mainframe and Entice
Enjoying free hot-dogs, chips, cookies, as well as beverages sponsored by Function Drinks
by a drunk driver the week before
Lucky You breaks down the Barrier of Immortality Complex by providing helpful tips to be used in relatable situations. It also addresses the Barrier of Knowing vs. Implementing by encouraging College Students to focus on being safe on St. Patrick’s Day. The idea is that this behavior will start to carry over to everyday practices.
I’m looking forward to next March when Lucky You will be held on Scion lots near the Top-40 college campuses during the weekend of St. Patrick’s Day.
nationwide, as detemined by the dealership and TCC, and encourage the entire community to keep themselves, and each other, safe.
Y U
make your own luck at Elmore Scion
When asked about effective messages, one
student said, “What’s helpful are those small tips that
started drinking.”
27
Bumper Sticker for travel map
Flier for the event
VEHICLE PITCHDATE
PUBLICATIONDATE
EVENT PITCH
TV
Radio
Feb.MarchApril
‘10’10‘10
Feb.MarchMarchMarchMay
MarchAprilAprilAprilJune
Lucky YouIlluminArtSafe ShotsIlluminArtSafe Shots
Scion and Illuminate partner to fight binge drinking College students create a brighter world with artNCAA puts on unique sports clinicCollege students create a brighter world with artNCAA puts on unique sports clinic
* Varies by location
’10‘10’10‘10‘10
’10‘10’10‘10‘10
MarchAprilApril
‘10’10‘10
Lucky YouSafe ShotsIlluminArt
Scion dealer and Illuminate partner against binge drinkingNCAA puts on unique sports clinicLocal winner is announced for IlluminArt
Aug.Dec. March
AprilAprilAug.Dec.AprilMarch
April
‘09‘09’10
’10’10‘09‘09’10’10
’10
Aug.Dec.March
April.AprilAug. Dec.April March
April
‘09‘09’10
’10’10‘09’09‘10’10
’10
GlowIlluminArtLucky You
Safe ShotsIlluminArtGlowIlluminArtSafe ShotsLucky You
IlluminArt
A unique campus event with carnival booths and dancingStudents use art skills to illuminate facts of binge drinkingLocal Scion dealer and College Students Partner to fight binge drinkingNCAA and Nike put on unique sports clinicWinner is announced, take a look at IlluminArtA unique campus event with carnival booths and dancingStudents use art skills to illuminate facts of binge drinkingNCAA puts on unique sports clinicLocal Scion dealer and College Students Partner to fight alcohol overconsumptionLocal winner is announced for IlluminArt
*College Newspapers
*Local Newspapers
*Local Stations(with at least 15%college studentlisteners)
*Local News Stations
OnlineFeb.MarchMarchMarchMay
ScionNews.netmtvU.comESPN.go.comGoogle NewsGoogle News
MarchAprilAprilAprilJune
Lucky YouIlluminArtSafe ShotsIlluminArtSafe Shots
Scion and Illuminate partner to fight binge drinkingCollege students create a brighter world with artNCAA puts on unique sports clinicCollege students create a brighter world with artNCAA puts on unique sports clinic
’10‘10’10‘10‘10
’10‘10’10‘10‘10
2828
PR PITCH PLAN
AUG. SEPT. OCT. NOV. DEC. JAN. FEB. MAR. APR. MAY. JUN.
GLOW
LUCKY YOU
SAFE SHOTS SPORTS CLINIC
ILLUMINARTCONTEST ILLUMINART
WINNERSANNOUNCED
According to primary research, college students tend to drink
intersession, and when the weather is better.
PROMOTIONS AND
PUBLIC RELATIONS
TIMELINE
2929
MEDIA
INSIGHTS OBJECTIVES
ONLINE
STRATEGY
COLLEGE CAMPUS
MOBILE
TELEVISION
College Students who live on-campus drink more than students who live with their parents off-campus. by placing executions on-campus and in
dormitories
Reach 85% of College Students with an average monthly frequency of 4.
Target our Top-40 college campuses
Engage College Students when they are in a receptive and social environment
Support promotional events and public relations initiatives
89% of 18-24 year olds are Internet users with a broadband connection, making the Internet essential in reaching College Students
networking site, allowing for many peer-to-peer connections
College Students spend an average of nine hours per week on resource Web sites like search engines, e-mail, college Web sites, and online news
We use a mix of online mediums to effectively reach College Students where they spend a large amount of their on-campus time.
TIO’s messages are presented in a factual and friendly manner, and media placements are implemented in non-obtrusive and interactive formats. To reach College Students on a peer-to-peer level, we focus primarily on non-traditional placements with select traditional placements including a large-scale TV event and college print publications.
78% of College Students read their school’s newspaper regularly
On-campus media vehicles on Top-40 college campuses include campus transit, campus posters and signage, newspaper ads and inserts, media boards (including electronic LEDs), and college TV/CTV.
Non-traditional advertising on campus includes coffee sleeves, notebooks, wristbands, door hangers, and postcards.
Guerilla placements on campus include urinals, bike racks, gym weights, fences, straws and staircases, among others.
76% or 18-24 year olds are SMS users.
90-character text message ads used in conjunction with Cha Cha’s automated text message answering service
Billboard placed in Times Square during the month of December to coincide with New Year’s Eve
Over one billion people watch the live New Year’s Eve broadcast from Times Square on TV each year.
A 30-second TV spot, aired during Dick Clark’s Rockin’ New Year on ABC, sends a safe drinking message to College Students while they are in a social environment, which increases resonance.
BILLBOARD
MTV Billboard that receives 3-5 second on-air bump shots during live New Year’s Eve celebration and MTV Unplugged throughout the month of December.
Executions on bike racks, lighters, urinals, lamp light covers, fence posts, straws, toilet paper,
magnets.
3030
MEDIA BREAKDOWN
Sites used for social networking, watching online TV, online entertainment, making plans, photo sharing and building connections
Banner ads, video player sponsorship and static games
15, 30 and 60-second spots will air on popular
Heroes, House) and ABC (Lost, Grey’s Anatomy, Desperate Housewives, Scrubs, Samantha Who)
Dick Clark’s Rockin’ New Years Eve on ABC has consistently beat out the combined midnight-hour programs on NBC, Fox and MTV
30-second TV spot will air during the broadcast
Incorporate 90-character text message ads into Cha Cha’s automated text message answer service
4-color inserts placed inside newspapers
30 and 60-second spots on television networks just for college students, available 24/7
Ads placed on shelter walls of campus transit systems on 10 of the Top-40 college campuses with internal transit systems*
30-second ads displayed on LCD media boards
Georgia; U. of New Hampshire; U. of Pittsburgh; Loyola U.; Duke U.
Pennsylvania State U., Gonzaga U., U. of Notre Dame
BILLBOARD
ONLINE
WEB SITES
STREAMING ONLINE VIDEO
TELEVISIONTV BROADCAST EVENT
MOBILECHA CHA MOBILE SMS ADVERTISING
COLLEGE CAMPUS
COLLEGE NEWSPAPERS
TIMES SQUARE BILLBOARD
MTV U
BUS SHELTERS
LARGE-SCALE DIGITAL MEDIA
NON-TRADITIONAL
GUERILLA
Teaser postcards on College Students’
campaign launch
Wristbands for on-campus events
Dorm door hangers
Coffee cup sleeves with heat-sensitive ink
Notebooks, with 3-full page dividers, distributed free on campus
Projections200 square foot projections placed on
major on-campus sporting events**
Digital Floor Mats15-second spots with silent soundtrack placed in heavily frequented areas like bookstores
31
MEDIA PLANMEDIUM PLACEMENT
ONLINE
TELEVISION
ON CAMPUS
TOTAL
Non-Traditional
Social Networking Sites
Online Television
Entertainment Sites
Resource Sites
CPMMONTHS SEPTAUG2009 2010 /1,000 /1,000
($)
NOVOCT DEC JAN FEB MAR APR MAY JUNE IMPRESSIONS COST
101515
10.6510.6510.65
101010
14.6314.6310.6510.60
20
506
30
4204
13.34515
0.1640
2635
1520
14.610.65
Banner, Fan PageVideo Player SponsorshipVideo Player SponsorshipBanner, Skyscraper, LeaderboardFlash GameFlash Game
FacebookMySpaceYoutubeCollege HumorPhotobucketFlickr
HuluABC
In-Stream 15s & 60s; bannerIn-Stream 30s & 60s
NewspaperMTV UBus Shelters
4-Color Inserts30s & 60s SpotsDouble-Sided Walls
YahooGoogleGmailCNNNYTDictionary.comSparknotesCollege Websites
Yahoo AnswersAdwordsAdwordsBanner, Skyscraper, LeaderboardBanner, Skyscraper, LeaderboardBanner, Skyscraper, LeaderboardStatic SkyscraperBanner
Digital Floor MatsProjectionsLCD Media BoardsCoffee Cup SleevesNotebooksDorm Door HangarsWrist BandsPost Cards
15s HD Plasma Screens
3 Full Page Dividers
ABC New Years 30s Spot 70
BILLBOARDTime Square 70
Teaser On 10 campuses with stadiums
3365666
916.516.5
445212
122215
600.0132.0450.0
154
159
321.6
13.24
60.080.060.0
120.0160.024.0
2.1160.0
17.514
510126
10
15
330.0105.090.063.963.963.9
90.0165.0165.058.558.553.326.524.0
520.0490.0
75.0200.0175.263.9
700.0
100.0
458,900 $6,711.5
1176666
9111144556
6115
5456441123
87
5566
MTVPandoraESPNThat Guy
Video Player SponsorshipBranded Radio Station; Site SkinBanner, Skyscraper, LeaderboardBanner, Skyscraper, Leaderboard
Traditional
Guerilla
Heavy Drinking Periods
MOBILEChaCha 11 11 165.015
Bike RacksDorm LightsMens RestroomWomens RestroomWeights in GymLightersStairsScantronsFenceStrawsFridge MagnetBus Step
Spray Paint TakeoverSticker Cling-onsColor Change Sticker Cling-onsToilet PaperSticker Cling-onsTIO BrandedSticker Cling-onsPackagingSticker Cling-onsTIO Branded
Sticker Cling-ons
44443333634
510
6.147108
204
15318
20
61.666666961868
30.016.036.842.060.048.0
120.036.090.054.0108.0160.0
3232
EVALUATION, BUDGET & PITCH
HEY TIO!
It looks like we’re coming to the end of our journey with you. It’s
a little bittersweet for us since this is our last letter to you, but we
wanted to remind you of all that we’ve already done. We surveyed
over 4,000 College Students in 50 states, interviewed 100 College
Students and professionals, and conducted six pre-testing focus
groups and one post-testing focus group.
Participants were very receptive to you and your safe drinking message:
“TIO doesn’t feel condescending. He’s older and experienced and
I’d take advice from him.”
“I think [Illuminate] is most effective because it’s not trying to tell you
what to do directly. It’s giving a fact and not trying to be preachy…
It’s the most realistic to me.”
More than just research, Illuminate was founded on four pillars – four
big events – that we not only conceived but also brought to life
both on campus and in the community.
We expressed The Century Council’s values at the Warlocks
and Witches Ball less than 30 days after receiving the case
study.
We developed a new method for merging research
creative with Rompe.
We illuminated Inexperienced Drinkers at Chapman with
GLOW.
We partnered with Elmore Scion at Lucky You, and they
donated $2,500 to the National Council on Alcoholism and
Drug Dependence.
None of this would have been possible without your help, TIO!
You and Illuminate have already made quite a positive impact
on College Students here at Chapman University, and we are
well.
Chris, Amy, Kat
& CIRCLE ADVERTISING
1.
2.
3.
4.
To measure Illuminate’s
effectiveness we will:
Survey students at the
Top-40 colleges before
and after Illuminate
about their awareness
of the dangers of
overconsuming alcohol
Track attendance at
events
Calculate unique visits to
meetTio.com
POST-TESTING ANALYSIS:
MEDIA
BUDGET
$6,711,500
3,097,600
2,548,900
$200,000
ONLINE
ON CAMPUS
MOBILE
PROMOTIONS
PUBLIC RELATIONS
PRODUCTION
COMMISSION
CONTINGENCY
TOTAL
Social Networking716,700
1,010,000
514,100
856,800
700,000
100,000
1,182,000
666,100
800,800
165,000
$1,150,500
1,160,000
10,500
$358,000
310,000
48,000
950,000
400,000
450,000
$609,998
$10,000,000
100,000
Online Television
Entertainment
Resources
TELEVISION
BILLBOARD
Traditional
Non-Traditional
Guerilla
GLOW
IlluminArt
Lucky You
Safe Shots
Spots
Ad/Executions
Web Site
BUDGET
CIRCLE ADVERTISING& SPONSORS
MY FRIENDS AT CIRCLE ADVERTISING:Account Directors
Research
Public Relations
Creative
Media
Sponsors
Promotions
Advisor
Amy OwenbyChris HelvajianKat Rogers
Cory O’ Connor
Katie Armitstead, Research Director
Alissa LentzAmanda ClarkAndy WhalenJune KimKatie JelinekLexi VanniMatt NagelNick Dudgeon
Andreas Robichaux, Executive Creative DirectorBrian Chandra, Creative DirectorKimmy Kirkwood, Creative DirectorKate Eglen, Book Designer, IllustratorSimon Blockley, Book DesignerJeremy GrahamKristen KubiakMatthew DekneefRain FingerhutTim Han
Emily Lavender, Department HeadAshley WestChelsea LevyErin O’BrienZach Reusing
Al SilbereichBernadette MikelBobbie & Warren GoldsteinBrian B. MacdonaldCarmen O. Perez – Alyssa Aoki’s NanaDave and Lori KunzFrances & Porter NeuFred Wolf FilmsGary & Marcy LavenderGeorge & Sherrel GonzalesJames& Elain BernardJane E. ClaytonJean d. GasperiniJohn & Holly KerfootJohn & Janet McDanielJudith & David KirkleyJW Smith & Susan Runowicz-SmithKaplan FamilyKarl David FairchildKerry S. & Elaine M. Robichaux
Alyssa AokiAmy ChaseChelsea PhillipsElyse MuellerMeryl GriesedieckShawna Vinovich
Min Shin, Department HeadAnna DuffyAshley CoffeyBrandon VaughanEmma DavisNathalie ConSamantha HenrieSamantha Roper
Maldonado Heating and Air ConditioningMartin Marius MikkelsenMichael & Holly SoterMichael & Kris TacsikMike and Kelly ClarkMr. and Mrs. Seymour S. SegalNadine & Steven LavenderPaul & Ann NagelPaula FairchildRenee M. CarterRichard & Angela EglenRobert & Rosalind DavisScottie’s SmokehouseSt. Mary Magdalene ChurchThea K. BarrettTim & Pamela CoffeyTim HanVictor M. Feld D.D.S. IncVinovich & Associates
Dodge College of Film and Media ArtsBob Bassett Daniele StruppaJanelle ShearerJerry PriceMK Printing
Special Thanks