MyChoice It’s MyChoice…what’s yours?

Group members: Sam, Mary, Ryan and Camille

Problems and IssuesUnintentional increase of binge

drinkingPlayboy mentalityAvoidance of campaign

Organizational History

CompetitionMarquette BasketballThe mediaMarquette students Bars and breweriesPeer pressure

Environmental ScanCultural scanPolitical scanLegal scan

Overview of Campaign

SWOT Analysis

Marquette’s Brand Equity and Reputation

Student Athlete’s ImageVersatility

Student Athletes Willing to SupportMarquette Athletics' Popularity Late Night Marquette

Bradley Center Selling AlcoholAthletes DrinkingNot Enough Grant Money

“Playboy Mentality”Student Body’s Perception of

Student AthletesEasy Access to AlcoholPerceived Social Norms

Strengths

Opportunities

Weaknesses

Threats

Marquette students who binge drink

Marquette athletes

Marquette parents

Target Audience

ResearchSecondary Research

Two focus groups

Thursday, October 28, 2010Freshmen living in McCormick

Tuesday, November 2, 2010Seniors

Findings

“My friends and I don’t eat before going out.”

Strategies◦ Brand Identity◦ Media Relations◦ Controlled Messages◦ Spokespeople◦ Social Media

Objective One-Increase awareness of safe drinking by 30 percent by uncovering the technical definition of binge-drinking

Strategies◦ Controlled messages◦ Media relations◦ Spokespeople

Objective Two –Increase awareness of alcohol’s effect on weight gain and athletic performance by 40 percent.

Strategies◦ Form partnerships with

variety of programs oncampus

Objective Three – Partner with two on-campus organizations and the Bradley Center

Strategies◦ Event planning◦ Media relations

Objective Four – Provide alternative alcohol-free events for Marquette students striving to attract 250 students per event.

Strategies◦ Controlled messages

*Overall, the objective toReduce binge drinking by5 percent is tied in theaforementioned objectives.

Objective Five – Reduce binge-drinking on Marquette University’s campus by 5 percent.

Variety of tactics will enhance this objective.

Objective Six – Suggest institutional changes that will help promote safe and healthy drinking on Marquette’s campus.

Surveys◦ MyChoice campaign◦ AlcoholEdu

Records◦ ORL◦ DPS

Tracking◦ Facebook◦ Twitter◦ Events◦ Publication

Primary Research◦ Focus Group

Evaluation

Total Cost First Year: $24,300

MyChoice: $13,150 Sponsorship: $11,000

◦ Late Night Marquette◦ Greek Life◦ Marquette Athletics

Most Cost◦ Advertisement Space◦ MyChoice t-shirts

No Cost◦ Campaign intern◦ Facebook account◦ Twitter account

Budget

Camille Dihiansan camille.dihiansan@mu.edu

Ryan Jackson ryan.jackson@mu.edu

Mary Pintozzi mary.pintozzi@mu.edu

Sam Totten samantha.totten@mu.edu

Contacts

Thank you!Any

questions?