PR Campaign Proposal

The

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Table of contents

Executive Summary ............................................................................................................................................................................... 3

Agency Profiles ....................................................................................................................................................................................... 4

Problem / Opportunity Statement ................................................................................................................................ 5

Situational Analysis ...................................................................................................................................................................... 6-13 Secondary Research .................................................................................................................................. 6 Primary Research ............................................................................................................................................ 7-12 Theory ............................................................................................................................................................................. 13

Target Audience. ..................................................................................................................................................................................... 14-15

Launching the campaign ........................................................................................................................................................... 16-18

Goals, Objectives, Strategies, Tactics ............................................................................................................ 19-24

Evaluation ..................................................................................................................................................................................................... 25-27

Timeline ............................................................................................................................................................................................................. 26-36 Campaign Timeline ....................................................................................................................................... 26-33 Social MEdia Timeline ........................................................................................................................... 34-36

Budget ................................................................................................................................................................................................................ 37-38 PArtnerships .............................................................................................................................................................................................. 39

Appendix ......................................................................................................................................................................................................... 40-61 Focus Group Transcripts ................................................................................................................ 40-47 Focus GRoup Tested Logos ........................................................................................................... 48 News Releases ...................................................................................................................................................... 49-50 Broadcast News Releases ................................................................................................................ 51-52 Social MEdia Screen Shots .......................................................................................................... 53-55 Survey Data ............................................................................................................................................................ 56-60 Contact Information ............................................................................................................................. 61

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Executive Summary

The student body is unaware of the increase of marijuana usage among Bowling Green State University (BGSU) students. In addition, there is also an increase in the perception of marijuana use specific to BGSU. Through research analysis, we determined the need for the following public relations campaign as well as what helps influence students.

In conclusion, there is a large amount of students reporting that marijuana usage is not a main concern to students and that they are more likely to smoke marijuana based on their social circles. Also, it can be seen through the conduction of focus groups that most students are unaware of the long-term effects of the usage of marijuana.

As a result, the Counseling Center is launching a public relations campaign with four key goals: 1. To reduce marijuana use from 20.3 percent to 15.3 percent, or from 147 students to 111 students during the 2014- 2015 school year. 2. Reduce student visits to the Counseling Center by 83 percent, or from 120 to 99 students per year. 3. Increase awareness of statistics and facts among BGSU students, particularly focusing on first year students, athletes, Greek Life students and graduating seniors during the 2014-2015 school year. 4. Develop opportunities to promote educational marijuana programs at BGSU.

Our target audience is primarily first year students, first year athletes, first year Greek life members and seniors.

Rapport Public Relations will conduct an awareness campaign using all forms of social media, multiple awareness and campus events and forms of traditional media such as ground stickers, posters, press releases, chalking and feature stories. The Counseling Center will incentivize students with customized t-shirts, sunglasses, water bottles, Frisbees and pens.

Rapport Public Relations has a budget of $4,000.00 and so far has committed $3,920.18 to date for incentives and campaign tactics.

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Agency Member profiles how do you build rapport?

Account Executive: Kelsey RentnerI am devoted to building and maintaining relationships so that I can help others achieve their goals. Public Relations is a fast-paced, ever-evolving industry that allows me to continue learning while positively impacting society. I believe that public relations opens the door to countless opportunities and experiences that will impact my life as well.

Assistant Account Executive: Amber PetkosekI have a passion for PR because I know that this field has a lot of potential for growth. I want to make my rise through the ranks of

the field, and eventually be able to share my knowledge with others to help them succeed in public relations.

Graphic Designer: Jacob AmstelI love the field of Public Relations because it gives me a chance to expand and bolster companies that I believe will do good for the world. Allowing myself to be creative and professional brings a fresh look to many companies that have fallen in a stale void. Agency PR is my favorite because it gives me an opportunity to work with many different companies and meet a lot of new people.

Social Media and Public Relations Representative: Tori SimmonsBuilding positive relationships through communication always has been a

passion of mine. I believe that I can intertwine my two passions in life through PR: helping people and developing relationships. I want to be able to help the world share its stories, and I believe that public relations gives me the outlet

to achieve my goals.

Research Assistant: Daniel LemleTo me, public relations is the integration of effective communication and teamwork to achieve a desired end. Whether it's working with key stakeholders, publics or other team members, public relations functions are different from day to day. The availability to create and inspire with each new client and project is why I love this field. Let us help you develop a new rapport with your clients and industry today.

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Problem/opportunity statementProblem Statement

The problem our firm is addressing relates to the increase of marijuana usage among the students of BGSU. Research shows that since 2008, the marijuana usage has risen 4.8 percent at BGSU. Nationally since 2008, marijuana usage has risen one percent.

In addition to an increase of overall marijuana usage, there is also an increase in perception of use of marijuana specific to BGSU. In 2012, the perceived usage of marijuana was 83.9 percent for BGSU students, while the number of perceived usage was 76.9 percent in 2008. According to Dr. Terry Rentner, Ph.D. Professor at BGSU, much of peoples behaviors are affected by their perception of how other members of their social groups behave. People tend to misperceive the negative health behavior of their peers; if people think harmful behavior is typical they are more likely to engage in that behavior, according to Dr. Rentner. This information is steeped in the social norms theory as a sociological perspective on human activity.

Opportunity Statement

Based on the increase in marijuana use and perception, our target solution will be to reduce the overall number of visits to the BGSU Counseling Center. This will reduce the total amount of BGSU student visits from 120 to 99 per year. Alongside the reduction of visits to the Counseling Center, we hope to reduce the amount of long-term marijuana usage based on the implementation of our developed campaign.

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Situational analysis

Secondary Research

According to the National Institute on Drug Abuse, marijuana (Cannabis sativa) is the most commonly used illicit drug in the United States. After being smoked, consumed in food or brewed in beverages, the user experiences a temporary high due to slower communication in cannabinoid receptors, located in the brain. These receptors are responsible for communication and regulation of normal brain function. This high, often is described as relaxing and mind-altering, is caused by the compound delta-9-tetrahydrocannabinol, or THC. After its booming introduction to American society in the 1960s, marijuana usage declined during the 1990s. Since the early 2000s, however, a sharp increase in the drugs popularity has been noted. For example, according to a study conducted by the U.S. Substance Abuse and Mental Health Services Administration, 17.4 million Americans were using marijuana in 2010. This number is up from 14.4 users in 2007. According to that same study, the rise in usage was most common in individuals ages 18 to 25. Additionally, the number of marijuana initiates increased between 2007 (2.1 million) and 2012 (2.4 million). Its use in college-aged students has risen from 19.6 percent in 2008 to 21.5 percent in 2010. This demographic is easily identified as one of the biggest seekers and users of the substance. There are various possibilities as to why the popularity of marijuana has been on the rise. One is that the concentration of THC has been increasing. According to the National Institute on Drug Abuse, the average concentration of THC in 2012 was 15 percent. In 1980, the concentration averaged at a much lower 4 percent. An increase in THC concentration would result in a more intense and desirable high. A second possible reason relates to a shifting social and political culture. Under the Controlled Substances Act of 1970, marijuana was classified as a Schedule 1 substance, meaning the federal government recognizes it as potentially highly abusive and with no apparent medicinal uses. Although this may be, marijuana is legal in both Colorado and Washington and is legal for medicinal use in 20 states and the District of Columbia. Currently, 16 states have legislation that has decriminalized the substance, Ohio being one of them. Relatedly, Wood County, where Bowling Green State University is located, will have marijuana legalization on the November 2014 ballot. Also, marijuana is a common part of American popular culture. There are a variety of music, television shows and movies that include use of the drug in lyrics and plots. An additional reason that may suggest why marijuana usage has increased is a lack of knowledge and educational programs. Marijuana education programs are not common throughout American schools and universities. In fact, some universities have pro-marijuana organizations and campaigns started by students. An example of a marijuana education tool utilized by some universities is Marijuana 101. This online program includes a six-lesson course that covers information about science, health and law aspects associated with the drug. Although this program exists, it has included costs and is usually only offered to students who have received legal punishment for possession and use. Similarly, a study conducted at The Ohio State University found that the federally-funded anti-drug campaign Above the Influence has had some success. Collection of data from more than 3,000 individuals from around the nation concluded that 12% of the survey population that had not heard of the campaign had experimented with marijuana by the end of 8th grade. Usage for those who had heard of the campaign was at a smaller 8 percent. Although this is a small percentage, it reflects that there is possible success in reducing marijuana usage through educational efforts.

There are a variety of illicit substances that are sought out for recreational use, one of the most common being marijuana. Due to the higher concentration of THC levels, a shift in social and political culture and lack of educational efforts, the drug continues to attract Americans from all demographic profiles, especially college-aged individuals (18-25). Through a comprehensive campaign that seeks to educate about marijuana as opposed to telling students to not use the substance, Rapport Public Relations is confident that we can help reduce the overall use of marijuana usage in addition to working against its everyone uses it perception present at Bowling Green State University.

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Situational analysis continued

Primary ResearchOur agency utilized a variety of research tools to assess the current climate of awareness, knowledge, attitudes and behaviors related to marijuana use on this campus. These included the 2008, 2010 and 2012 American College Health Assessment-National College Health Assessment (ACHA-NCHA) surveys, an agency survey, two expert interviews and three focus groups.

ACHA-NCHA Survey Data

We used the results of the ACHA-NCHA surveys conducted on this campus in 2008, 2010 and 2012 to compare trends of marijuana use on this campus and to see how we compare to the national reference group of college students.

In 2008, 15.5 percent of BGSU students said they used marijuana in the last 30 days. In 2010, the percentage rose to 20.4 percent a 5 percent increase. This remained unchanged in 2012 with 20.3 percent reporting usage in the last 30 days.

In comparison to the national reference group of college students, BGSU students usage of marijuana in the last 30 days in 2008 was slightly higher than the national use (15.5 percent vs. 14.5 percent), about 6 percent higher in 2010 (20.4 percent vs. 14.2 percent), and about 5 percent higher than the national usage rate of 15.3 percent in 2012.

Most notable about these data sets are the misperceptions of marijuana use both at BGSU and nationally. For example, the marijuana use in the last 30 days on this campus in 2008 was 15.5 percent but the perception of usage was 76.9%. In 2010, the actual use in the last 30 days was about 20 percent with a perception of almost 80 percent use. Both 2008 and 2010 showed an overestimation rate of 60 percent and an even greater misperception gap of almost 70 percent in 2012. Misperception percentages nationally were around 60 percent for each of the three years.

The ACHA-NCHA data sets can be found in the appendices.

What does this mean?Marijuana use among BGSU students increased significantly between 2008 and 2010 and has remained steady since. BGSU student usage is also higher than the national average, indicating that this is a problem that needs to be addressed on this campus.

Of greater concern, however, are the misperceptions associated with marijuana use in the last 30 days on this campus. The misperception gap has increased substantially since 2008 and 2010, meaning students have an even more skewed perception of marijuana use on this campus than they did before. Using Social Norms theory as the basis for campaign development provides an opportunity to develop social norms messages to correct these misperceptions. The concept is that if we can correct the misperceptions, we can change the behavior.

Agency Survey

Our agency conducted a survey consisting of eight questions asking students about their class standing, GPA and marijuana and alcohol usage. In total, 97 BGSU students took this survey. The survey was distributed through each Rapport Public Relations members social media accounts, as well as through an email sent to every student in the School of Media and Communication. Unlike the ACHA-NCHA data sets, the data collected here is the result of a convenience sampling and cannot be generalized to the BGSU population. The findings do provide us with insight on student involvement and behaviors not found in the ACHA-NCHA data sets, which we will use to develop effective programming.

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Situational Analysis Continued

DemographicsOut of the 97 BGSU students that took the survey, 25 percent were male and 75 percent were female. Among class ranks, 11 percent were first year students, 26 percent were sophomores, 26 percent were juniors and 37 percent were seniors. The majority of students were in good standing with 34 percent of the students having a GPA of 3.6-4.0, 24 percent with a GPA of 3.1-3.5 and 35 percent with a GPA of 2.6-3.0.

Student InvolvementNine percent of the students who participated in our survey were part of an athletic sports team, 45 percent were part of a Greek Life organization, 59 percent were part of a student organization (other than Greek) and 7 percent skipped this question. When asked if they participated in residence hall activities, 19 percent of first year students said yes while 81 percent of first year students said no.

Student BehaviorQuestions on alcohol use revealed that 65 percent of participants drank alcohol within the past week, 18 percent drank alcohol within the past 30 days, 12 percent drank every once in a while and 5 percent said they never drank alcohol.

When asked the last time they had smoked marijuana, 22 percent smoked within the past week, 8 percent smoked within the past 30 days, 23 percent smoked every once in a while, 46% never had smoked and 1% skipped this question.

When asked how effectively BGSU enforced marijuana policies. Twenty-two percent thought enforced marijuana policies were not at all effective, 36 percent thought they were mildly effective, 31 percent thought they were moderately effective, percent thought they were very effective and 4 percent thought they were extremely effective.

Survey results are located in the appendices.

What Does This Mean?The data we collected from our agency survey allowed us to focus on student involvement. Knowing involvement levels will help us to deter-mine what programming efforts may or may not be effective. For example, knowing that the majority of students are involved in some type of student organization suggests we partner with these groups in educational activities. We also know that the overwhelming majority of first-year students are not involved in resident hall activities, indicating that our programming efforts need to focus on activities and events outside the halls.

We also discovered that because students do not think BGSU police enforce marijuana policies effectively, they would not be likely to attend an educational event specifically regarding marijuana. This suggests that partnering with student and Greek organizations rather than law enforcement or other authoritative figures on campus may more effective. For example, our messages could be communicated at special events and activities sponsored by these organizations.

We also discovered that more students choose to drink alcohol than smoke marijuana, however more students smoke marijuana every once in a while than students who choose to drink every once in a while. We also know there is a link between alcohol and marijuana use and this will be addressed in our programming.

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Interviews

Rapport Public Relations conducted multiple interviews with BGSU faculty and staff, as well City of Bowling Green officials.

Sarah Waters, Director of Residence Life, provided information on ways to target students living in the residence halls.

Waters said that the perceptions of the amount of students smoking marijuana are indeed much higher than the actual number of students smoking. She said they receive calls where a student is saying every single person on their floor is smoking pot or is drunk, which is never the case. Students who do get caught with marijuana are turned in and go through the student conduct with an authoritative figure.

Waters also mentioned that from what she has seen there is not one particular class that has been worse than another with marijuana usage. Waters also said the problem is actually less frequent within the Greek housing units on campus, but it has been noted that many of the fraternities and sororities have houses off campus that are not monitored by the university.

When it comes to students caring about the possibility of drug testing, Waters said she thinks students know the possibility for a drug test is there, but she said many of them do not truly care or they think they are invincible and will get away with it.

A major point that Waters made was that students do not respond to being lectured with facts. A simple residence hall program will not attract the attention of students. According to Waters, the best way to reach students is through interactive programming.

Brad Conner, Police Chief for the City of Bowling Green, said that in 2012 the police office made 447 drug arrests and 336 OVI arrests. In 2013 they made 362 drug arrests and 385 OVI arrests. He said that the police office does not break down the arrests to possession of marijuana. Conner admitted he believes the majority of marijuana possession citations are of people within the 18-25-age range. This age range requires the majority of their attention in this community.

Conner said that The Police Division addresses drug and alcohol use through education and enforcement. They spend thousands of dollars each year on a DARE program for 5th graders. They also have an EZ+ curriculum in the middle school where positive behaviors from middle school students are reinforced and violence and alcohol, drug, and tobacco usage are discouraged. This is a program unique to the Bowling Green Police Division. The Police Department has a Bobcat Plus program in the high school age-range that revisits the things learned in DARE and EZ+. They closely partner with treatment programs in the community, such as the ADAHMS Board and Behavioral Connections. Officers strictly enforce drug laws and actively work informants and other leads to identify the sources of illegal drugs in the community. They also file charges in those cases and try to encourage strict penalties within the courts.

The law provides for a maximum $100 fine and court costs for possession of marijuana if less than 100 grams. It also allows for a loss of driving privileges if cited under State Code. The city prosecutor has a practice of amending drug charges to a disorderly conduct charge. It is a practice that Conner personally disagrees with and believes it sends a message that drug violations are not important. He also believes that it is not consistent with the other efforts and dollars that the police take to curb drug use. It is his philosophy that a disorderly conduct allows a person to be put on probation and monitor them through drug testing. An amendment of this type also keeps the defendant, if a student, from having a drug conviction, which could adversely impact student aids/loans and has a negative impact when leaving college to find a job. Conner said that it is not their job to prosecute cases, and as such their input into this practice has not been well received.

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Interviews ContinuedConner believes that the Police Division is doing a tremendous job in education, enforcement and in building community partnerships in treatment. The consistency in the message from the larger community is what needs to change. Until the larger community views marijuana seriously, things will not change. Conner also said he sees a shift in opinions nationwide where marijuana use is more accepted. This shift includes our national leaders. Too many entities are putting their own personal values and beliefs into this issue, and as such many do not view it as a problem.

What Does This Mean?Based on these interviews, we can again conclude that students are not likely to attend a marijuana awareness program in the residence halls. We can also conclude that there are other forms of marijuana and drug awareness programs within the city of Bowling Green, such as the DARE and EZ+ programs.

Focus Groups

Our agency hosted three focus groups that each focused on a different target audience. The first group was athletes and Greeks, the second group was seniors and the third group was first year students.

Focus Group 1 Student-Athletes and Greek Life StudentsOur first focus group consisted of seven people four athletes and three members of the Greek community.

The main perceptions that students had when entering Bowling Green was that it was a fun school that had a lot of social events in which they could be involved. The students in the group said the negative stereotypes they heard were that Bowling Green did not have good academics and they heard of the term BGSTD.

Students felt that there is not one specific group that specifically participates in substance abuse more than others. They agreed that first year students drink more than other students and are more willing to try new substances because they are still trying to meet new people.

The students gave a variety of reasons as to why students smoke marijuana, but one reason that continually came up was for social reasons. They talked about being more likely to smoke if their friends smoke or if everyone around them is smoking. Other reasons for smoking include relieving stress and anxiety.

It was agreed that smoking marijuana had some sort of negative effect, whether it be health effects or professional effects. This was agreed upon because smoke is still being inhaled into the lungs, so there is still a health effect that pot smoking for a long amount of time could cause. However, for students who do not frequently smoke, there are not any real consequences.

College students do not consider the long-term effects that using marijuana could have on their professional careers. If a student tests positive for a drug test that is taken prior to receiving a job, they will most likely be denied of this job. For example, if someone trying to get a teaching job has a marijuana offense on their record, they will not be able to get a job.

It was agreed upon by this group that incentives need to be provided in order to get students to attend events. Students recommended items like t-shirts, beer coozies, sunglasses and pizza. Events that participants would willingly attend would have to be interactive, such as the Big Playground.

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Focus Group 2 SeniorsOur second focus group consisted of five people, all of which are seniors at BGSU. Before attending BGSU, these students perceived the university as a relaxed, friendly and safe place. The reasons for coming to the university varied among students. One student attended to the university to get away from the people they went to high school with while another attended because this is where all of their friends were going.

Following in the pattern of the first focus group, the negative stereotype that stuck out the most to students was the BGSTDU stereotype. It was also stated that everyone from the Toledo area attends to BGSU.

When asked why people smoke, peer pressure was mentioned again. If a student is at a party and everyone is smoking, they will be more likely to smoke as well. A student would also be more willing to try marijuana for the first time if they are with friends that they trust could teach them how to smoke properly.

The seniors thought that the group of people most likely to smoke marijuana is members of the Greek community, primarily Fraternities. One person in the group said they have never been to a sorority party where there is smoking and they think it is more of a norm for men to smoke versus women. The group agreed that men are more likely to buy weed and women will be more likely to smoke it if it is readily available.

The group agreed that one long-term effect of marijuana is that it becomes a gateway to harder drugs such as ecstasy and cocaine. A second point was that people could get to a point after smoking frequently for a long amount of time where they will no longer be willing to function sober.

During the focus group, it was brought to our attention that some students might not care so much about the consequences of smoking because it is becoming legal in many states.

The group concluded that students would reach out for help only when they began failing classes or if the police caught them with marijuana.

The second group also agreed that it is important to offer incentives when it comes to events. Offering unique promotional items such as watches, sunglasses and t-shirts make students more willing to attend events.

Out of the three possible logo designs the seniors agreed that their favorite was The Blunt Truth.

Focus Group 3 First Year StudentsOur third focus group consisted of four students, all of which were first year students at BGSU. When asked about their perceptions of BGSU before attending the university, the students said they heard about racist attacks, the BGSTD stereotype, and that it is a party school.

In agreement with the other two focus groups, this group also agreed that many students smoke marijuana to feel good and because it is a social thing at parties and among friends. The group of students also agreed that if they wanted to buy marijuana on campus they do not think it would be hard to find someone to buy it from.

One student in particular felt the positive effects of marijuana outweighed the negative effects. They listed that it helps with chronic head-aches, anxiety and disorders such as Post Traumatic Stress Disorder

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Focus Group 3 Continued Some of the marketing techniques that the group said they pay the most attention to are writing details in chalk on the sidewalks, posters staked in the grass and bus advertising. They said they do not pay attention to television monitors in the union and that a regular poster is the best approach.

The social media sites related to BGSU that the students follow include BGSU17 and BG Passouts. The students said they use social media frequently and are only willing to interact with people outside of their friend circle if there is an incentive.

The students said they generally do not attend programs in their residence halls because they do not have the time. The students would be more willing to go if the program had to deal with health and wellness or social aspects. There was a mixed opinion about whether they would go to a substance abuse program. One student said it would interest them while the other student said they would not go because they do not have a substance problem.

Some of the items students said they would be interested in receiving would be t-shirts, drawstring backpacks and free food.

The group decided their favorite image of the three logos presented is The Blunt Truth because they said it captures their attention and keeps them wondering.

What Does This Mean?

Overall, we found that each group agreed with the negative stereotypes that most percent have when entering BGSU. Another common denominator among each focus group is that incentives such as food and promotional items would urge students to attend educational events. We can conclude that social media is an effective technique of reaching the student population to make them aware of the marijua-na usage at BGSU.

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TheoryPublic relations is a culturally embedded practice that can differ depending on the social norms of the intended target audience(s). Due to this, our agency recognizes the importance and benefits of including theory to help guide the overall development of work for our clients. This recognition helps to better target key publics by gaining a more comprehensive understanding of their perceptions, lives and environment. For the sake of this campaign, we have identified two sociological theories we feel will be beneficial to the development and implementation of strategic tactics. They are as follows: CulturalNormsTheory SocialNormsTheoryAccording to Melvin DeFleur, a professor in the field of communications, Cultural Norms Theory, suggests the mass media selectively presents and emphasizes certain contemporary ideas or values and influences norms by reinforcing or changing them. Essentially, hegemonic notions of normalcy are created and perpetuated by media forces. The general public is influenced by these forces and is taught how to discern between what is socially correct and not. Although encouragement of marijuana use is not largely prevalent in major media forces, suggestions of use and its recreational benefits are common throughout American popular culture. This may result in the public, especially youth, who are large consumers of popular culture, to perceive marijuana usage as commonplace and not a big deal.

Relatedly, Social Norms Theory posits that our behavior is influenced by misperceptions of how our peers think and act. According to the Boston University School of Public Health, Overestimations of problem behavior in our peers will cause us to increase our own problem behaviors; underestimations of problem behavior in our peers will discourage us from engaging in the problematic behavior. Accordingly, the theory states that correcting misperceptions of perceived norms will most likely result in a decrease in the problem behavior or an increase in the desired behavior. If a student perceives that everyone else around them is consuming marijuana, they will be more likely to do so. It is beneficial to note that this theory was developed to help address student alcohol abuse patterns, circa 1986. It has also helped with the development of programs that address tobacco and seatbelt use and sexual assault.

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Target Audience

In order to better develop and implement a strategic marijuana education campaign, we have divided the general Bowling Green State University student body into specific target populations. They are as follows: FirstYearStudents FirstYearStudentAthletes FirstYearGreekLifeStudents GraduatingSeniorsThese target populations have been highlighted due to primary and secondary research (past studies, interviews, focus groups, survey) that suggests they are most likely to experiment with and recreationally use marijuana.

1. First Year Students:For most first year university students, living in residence halls, or at least away from their families, is an extremely liberating expe-rience. This population becomes largely influenced by the social norms and pressures associated with college life, typically alcohol and illegal substance abuse. There are multiple factors that play in to this. First, relating to Cultural Norms Theory, American youth grow up seeing images of the college atmosphere in popular culture being completely connected to drinking and illegal substance abuse. This overwhelming depiction of college life has dominated television and movies for decades and seems to only grow more prominent. Additionally, Social Norms Theory would suggest that if an individual believes that everyone around them is partaking in certain behaviors that are common on campuses, i.e. consumption of marijuana, they will be more likely to do so themselves. Ac-cording to a Dierker et al. study, 38 percent of college administrators said that the major barrier to more effective prevention was the public perception that substance use by college students was a normal rite of passage.

According to Tobacco, alcohol, and marijuana use among first-year U.S. college students: a time series analysis, recorded mari-juana consumption on an individual basis is highest during a students first year at college and usually declines with each passing year. In regards to statistical information, the National Institute on Drug Abuse reports that in 2012 only 17 percent of people ages 12 to 17 have used marijuana while 52.2 percent of people ages 18 to 25 have used marijuana. Relatedly, a Casa Colum-bia study found that one in ten entering first year university students has a cannabis use disorder. In a 2008 study, Caldeira et al. found that first year students who use marijuana five or more times over the past year reported concentration problems (40.1%), regularly putting themselves in danger (24.3 percent), driving after using marijuana (18.6 percent), and oversleeping therefore missing class (14 percent). This clearly identifies first year university students and university students in general as key publics who should be addressed. For those students who have surpassed recreational use and rely on the substance on a usual basis, the Casa Columbia study also found that, 37 percent of college students fear social stigma attached to substance abuse, which kept them from seeking help; only 6 percent of students who met clinical criteria for alcohol or drug abuse or dependence sought help. Not only are university students succumbing to the cultural and social pressures associated with college, but they some are developing a reliance on illicit substance abuse and not seeking help.

2. First year student athletes:According to Risk of Marijuana Use in Male and Female College Student Athletes and Nonathletes, a study conducted by Jennifer Buckman, a large minority of collegiate athletes report past-year marijuana use even though there is a significant possibility of experiencing negative athlete-specific consequences related to performance, eligibility, and scholarship. The study also noted that, marijuana is the most frequently used drug across all mens and womens sports. This study consistent of 392 undergraduate student athletes recruited from 17 teams. Thirty-seven percent of male athletes and 25% of female athletes said they have used marijuana within the last year. A study conducted by the National Collegiate Athletic Association found that, Twenty-two percent of athletes reported using marijuana in 2013, with Division III smoking the most and Division I smoking the least (as was the case with most drugs). About 29 percent of Division III athletes reported marijuana use, up three percentage points from 2005. 14

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Target Audience Continued

(First year student athletes continued)Across all divisions, about one in four men smoke, compared to 17 percent of women. This study also found that a majority of university athletes do not often associate outside of their social circle and feel that they should receive special treatment when caught with illegal substances.

A combination of social and cultural pressures associated with college life and a prevalence of marijuana usage in student athlete populations nationwide suggest that first year athletes should be targeted through this campaign.

3. First year Greek Life StudentsWith over 40 chapters, totaling in 1,590 individuals, Greek Life made up 11.08 percent of the student body at Bowling Green State University in the fall of 2013. During the fall and spring rushes, students, a majority being first years, make the decision to join a fraternity or sorority. For these students, the social and cultural pressures associated with college life are intensified, due to the desire to fit in with the culture of their respective chapter.

According to the aforementioned Casa Columbia study, Fraternity and sorority members were likelier than nonmembers to drink (89 percent vs. 67 percent), binge drink (64 percent vs. 37 percent), drink and drive (33 percent vs. 21 percent), use marijuana (21 percent vs. 16 percent) or cocaine (3 percent vs. 2 percent), and smoke (26 percent vs. 21 percent). One can see that marijuana use, in addition to other substance abuse behaviors, are more prominent with those involved with Greek Life. A study conducted by the National Institute of Drug Abuse found in a 2005 study that, Data show that fraternity and sorority members had elevated rates of substance abuse while they were in high school and higher levels of binge drinking, annual marijuana use, and current cigarette smoking during the college years than nonmembers The study also indicates that the processes of selection (the influence of certain characteristics that steer an individual toward certain experiences, organizations, or environments) and socialization both contribute to the high levels of substance abuse seen among fraternity and sorority members.

With an even more prominent influence by the university atmosphere and Greek Life peers, our research suggests that first year Greek Life students should have educational tactics designated to their specific population at Bowling Green State University.

4. Graduating seniorsDrug testing is a common practice utilized by many companies, businesses and firms to help ensure they are hiring employees who will live up to stated standards and operations procedures. According to Pre-Employment Drug Screening, an average test costs an employer $48.00. In a research article written by J.T. ODonnell, a small business owner was interviewed about their drug testing policies. The following represents the data found: Inthreemonths,hetested39prospectiveemployeesat$45/test.Thatsanestimated$7,000/yearspentondrug testing. Only25percentpassed. Theiragesrangedbetween21-52yearsold. Theownerestimatestheadditionalcostof thewastedtime/expensewentintointerviewingthesepeoplepriortothe test at $24,000+.The business owner stated, We have had a particularly bad run in the last quarter with over a dozen failed tests. With over half of the candidates being college grads, I was particularly surprised!

Our main reason for targeting graduating seniors is to educate them about the possibility of not being accepted for a job after college due to a failed drug test. 15

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Launching the campaign

Promotional Materials

Materials that will be used and where they will be used:1,000Brochures,distributedat: o 100 at the Counseling Center o 100 at Bash Hash o 100 at Secret Panel o 100 at Corkboard event o 100 at Sporting events o 100 at Sporting tailgates o 100 at Campus Fest o 100 at Health Fair o 100 at fall Career Fair o 100 at spring Career Fair1,000Flyers,distributedat: o 100 at the Counseling Center o 100 at Bash Hash o 100 at Secret Panel o 100 at Corkboard event o 100 at Sporting events o 100 at Sporting tailgates o 100 at Campus Fest o 100 at Health Fair o 100 at fall Career Fair o 100 at spring Career FairPosters: o 100 general campaign posters in educational buildings and BTSU o 50 Bash Hash posters in educational buildings and BTSU o 50 Secret Panel posters in educational buildings and BTSUChalk: o 10 chalked-messages (per event) written on campus pathwaysSunglasses: o 100 at Bash Hash o 100 at Campus Fest o 25 at Sporting events o 50 at Sporting tailgates o 25 at Health Fair o 12 at fall Career Fair o 13 at spring Career Fair o 25 at Secret PanelT-shirts: o 100 as prizes for social media contests

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Launching the campaign CONTINUED

Banner,displayedat: o Bash Hash o Secret Panel o Corkboard event o Campus Fest o Health Fair o Fall Career Fair o Spring Career FairWaterBottles: o 75 at Bash Hash o 75 at Campus Fest o 25 at Sporting events o 25 at Health Fair o 13 at fall Career Fair o 12 at spring Career Fair o 25 at Secret PanelFrisbees: o 25 at Bash Hash o 50 at Campus Fest o 25 at Sporting events o 25 at Sporting tailgatesPens: o 250 at Bash Hash o 250 at Campus Fest o 200 at Corkboard event o 100 at Health Fair o 100 at fall Career Fair o 100 at spring Career FairGroundStickers: o 40 distributed among pathways on campus o 10 distributed among pathway leading up to Counseling Center

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Launching the campaign continued

slogan

The Blunt Truth

We focused our public relations campaign on the theme of The Blunt Truth to create a serious tone that students will remember. With this slogan in use for our campaign, we are showing students that smoking marijuana is a serious subject matter and that it has serious effects and consequences on those who smoke marijuana. We tested three slogans in our focus groups and found that students responded more positively to The Blunt Truth than Reevaluate, Rethink, Reduce and #Hashoutweed. Students said that The Blunt Truth was more memorable and catchy and was easier to understand what our campaign was about. We also focused on this theme because it is short and simple enough to use on various communication pieces ranging from posters to sunglasses. The slogan connects with students because most are aware of marijuana paraphernalia and can make the connection with the slogans true intention.

LOGO

The

TruthThe logo we created has meaning behind each and every detail. We used the color of green because it indicates safety, which correlates to our campaign messages that reducing marijuana usage reduces negative risks and effects, ultimately creating a safe lifestyle. We used the color of blue because it is considered beneficial to the mind and body. To emphasize our logo, we used the color black because it contrasts well with brighter colors, allowing the most intriguing word of our slogan to stand out. The word Blunt is emphasized with a larger, bolder font because this word catches attention and sparks curiosity.

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Goals | Objectives | strategies | tactics

Goal 1: To reduce marijuana use from 20.3 percent to 15.3 percent, or from 147 students to 111 students during the 2014-2015 school year.

Objectives:1. Promote a healthy lifestyle to BGSU students through awareness events and promotional material.2. Educate students about the BGSU activities they can become involved with instead of smoking marijuana.3. Reduce the perception and negative stereotypes of marijuana usage at BGSU.4. Educate students about the potential harmful health risks related to smoking marijuana.5. Inform students about the difference between the perceived usage of marijuana and the actual usage of marijuana at BGSU.

Goal 2: Reduce student visits to the Counseling Center by 83 percent, or from 120 to 99 students per year.

Objectives:1. Inform the student body that if they or someone they know may have a marijuana use disorder that there are available resources to help within the university.2. Promote a healthy lifestyle to BGSU students through awareness events and promotional material.3. Create a brochure that informs students about possible marijuana health risks and perceived/actual use statistics. This brochure could be handed out at any The Blunt Truth event, in addition to in-place education programs, such as resident advisor training.

Goal 3: Increase awareness of statistics and facts among BGSU students, particularly focusing on first year students, athletes, Greek Life students and graduating seniors during the 2014-2015 school year.

Objectives:1. Host an awareness-event to provide students with information about marijuana.2. Lower the perceptions of marijuana usage among students at BGSU from 84 percent to 65 percent, or from 611 students to 473 students.3. Have on-campus media write three stories throughout the semester covering various campaign events or information on the campaign itself.4. Utilize social media to inform students of facts and statistics through posts and raffles.

Goal 4: Develop opportunities to promote educational marijuana programs at BGSU.

Objectives:1. Create a brochure that informs students about possible marijuana health risks and perceived/actual use statistics. This brochure could be handed out at any The Blunt Truth events, in addition to in-place education programs, such as resident advisor training.2. Inform the student body that if they or someone they know may have a marijuana use disorder that there are available resources to help within the university.3. Develop social media accounts that educate about marijuana and BGSUs resources.4. Host a panel event where students can learn in-depth information about marijuana from a doctor, police officer and other experts.5. Host a corkboard event where individuals can display what positive things they do instead of consuming marijuana. 6. Utilize traditional media, such as news releases, broadcast news releases, posters, brochures, etc. to promote events7. Pass out promotional items at sporting events, tailgates, Campus Fest, Homecoming parade, Health Fair and Career Fair

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Goals | Objectives | strategies | tactics

Strategies Tactics

Special EventsHostaBashHasheventtoencourageanti-smokingbehaviorHoldamarijuanaawarenesspanelof educationalspeakers OfferanAlternativestoSmokingcorkboardevent

Social MediaCreateaFacebookpageforthecampaignCreateaTwitterpageforthecampaignCreateawebsiteforthecampaignthatissponsoredbythe Counseling Center

Traditional Media

PressreleasesBroadcastnewsreleasesFeaturestoriesMediapitchesPostersBrochuresSidewalkstickersChalkingStallTalkBannerPromotionalitems

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Relationship Building Events

Passoutpromotionalitemsandinformationatsporting eventsCreateafloatorwalkintheHomecomingParadeand pass out promotional materialUtilizeCampusFesttointroducethemarijuana awareness campaignPromotethecampaignattheHealthFairPromotethecampaignattheCareerFair

Strategies Tactics

Goals | Objectives | strategies | tactics Continued

Anti-Hash Bash event, Bash HashAccordingtotheinformationreceivedinourfocusgroups,studentsarelikelytoattendaneventif itisinteractiveandoffersincentives.WerecommendpartneringwithothercampusofficesandorganizationstohostaBashHasheventtoencourageanti-smoking behavior. Hosting this one-day event before the Ann Arbor Hash Bash would influence students to not attend the Hash Bash. TheeventwouldhaveaDiscJockeyandwouldincludeactivitiessuchasblow-upgames,cornholeandatalentshowintheBowen Thompson Student Union. Whenparticipatinginactivities,studentswouldreceivecustomizedpromotionalitems,aswellasfliersandbrochuresthatinclude marijuana awareness facts and statistics. Toconcludetheentireevent,werecommendaBalloonActivitywherestudentscanwritemessagesontheballoonsregarding activities they are involved with instead of smoking marijuana. All at once, students would let the balloons fly into the sky to represent their commitment to anti-smoking behavior.

Marijuana Awareness PanelTheMarijuanaAwarenessPanelwouldconsistof expertssuchasadoctorfromtheWoodCountyHospital,BowlingGreenCitypolice officer, representative from the Career Center and representative from the Wellness Center. Theseexpertswouldofferfacts,statisticsandadviceaboutmarijuanaandtheeffectsitmayhavethatareimportantforstudentsto know. Inordertoenticestudentstoattendthisevent,werecommendpromotingitasamystery. o According to the information received in our focus groups, mysterious events, such as the Ask Kristy event in 2013 would influence them to attend. oPromotingDidYouKnow?orTheBluntTruthstatisticsandeventinformationusingsocialmediaandpromotional materials, such as ground stickers and posters, would reach a large audience and gain interest.

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Goals | Objectives | strategies | tactics Continued Alternatives to Smoking Corkboard EventThroughourresearch,wehaveconfirmedthatinteractiveeventsattractstudentstoattendorparticipate.WesuggestrentingagiantcorkboardfromtheBowenThompsonStudentUnionandhostinganinteractiveeventinsideof the Union that encourages students to live a healthy, marijuana-free lifestyle. Onapieceof paperstudentswillbeabletowritedownalternativeactivitiesthattheypartakeinsteadof smokingmarijuanaand then pin it to the board.Withenoughpostsbystudents,theboardwillcatchtheattentionof othersandremindthemtoliveamarijuana-freelifestyle.

FacebookCreateTheBluntTruthFacebookpageandhave300likesbytheendof the2014-2015academicschoolyear.CreateFacebookeventsforBashHash,panel,andathletictailgates;partnerwiththecreatorsof theCareerFairandHealthFair Facebook pages to advertise our event.Postcontentandfactsaboutmarijuanausage,alternatives,andperceptionsatleastfourtimesaweek.Postphotosfromevents.Haveinteractive,promotionalcontestswherestudentsareablelike/sharepostscreatedonpage,andstudentswillreceivea free t-shirt.

TwitterCreateTheBluntTruthTwitteraccountandhave50followersbytheendof the2014-2015academicschoolyear.Postreal-timeupdatespriortothecampaignseventsandduringtheevents.Postfactsaboutmarijuana,debunkingmythsaboutmarijuanaandmarijuanaalternativesatleastfourtimesasweek.HaveaTwittercontestwherestudentsareabletopostwhattheydoratherthanusemarijuana.Studentswillbeabletowina free t-shirt.Haveinteractivescenariosorquestionswherestudentstweettheirresponses(i.e.Whatwouldyoutellafriendwhowantedtostartsmokingweed?).Posthumorous,buttasteful,poststogaugeviewersinterest(If youwanttotakeatrip,gototheairport).

WebsiteCreateacampaignwebsitesponsoredbytheCounselingCenter.PostFAQsaboutmarijuanausage.PostMythvs.FactsCreateblogentriesPostcontactinformationfortheCounselingCenterandWellnessCenter.Postupdatesaboutevents.Interconnectsocialmediapages.

News ReleasesInordertopromotethemarijuanaawarenesscampaign,theBashHasheventandthesecretpanel,pressreleasesand broadcast news releases should be sent to on-campus media outlets. The outlets include The BG News, Key Magazine, The Obsidian, WFAL Falcon Radio, WBGU 88.1, BG24 News and WBGU.

Media PitchesAmediapitchshouldbesenttovariousmediaoutletsoncampus,suchasBGNewsandBG24.ThesepitcheswouldsuggestthatmediaoutletswriteafeaturestoryonthecampaignandAmandaAddy.

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Goals | Objectives | strategies | tactics continued

PostersWesuggesthangingpostersaroundcampusthatwouldincludedifferentfactsandstatistics,alongwithTheBluntTruthlogo.Eachposter will be aimed toward our target audiences. They will be placed in the Union, academic buildings, residence halls and in classrooms.

BrochuresInformationalbrochureswillbehandedoutatthehealthcentertostudentswhocomein.Thebrochureswillalsobeavailableatthevariousevents.Brochureswillincludefactsaboutmarijuanaabuseandtheperceptionsof marijuanausageoncampusversustheactualusageon campus.

Sidewalk StickersWesuggestutilizingsidewalkstickers,muchlikethe2014GoCleancampaignstickers.Stickerswillincludedifferentfactsaboutmarijuanaandtheperceptionsof BGSUsmarijuanausage.Thestickerswillleadstudentsinto the Counseling Center.

ChalkingAlongwithsidewalkstickers,researchconductedthroughfocusgroupssuggeststhatchalkingoncampussidewalksisaneffective marketing technique.

Stall TalkStalltalkwillbeusedtopromotecampaignevents,suchastheBashHashevent.AspecialsectioncouldbeusedduringaspecificmonththatfocusesonmarijuanausageanditsperceptionsontheBGSUcampus.

BannerAbannerwithTheBluntTruthLogowillbepurchasedandusedatdifferenteventsandduringthehomecomingparade.Thebannerwill be reusable and will be a quick way for people to know that The Blunt Truth campaign is associated with the different events.

Promotional ItemsPromotionalitemswillbecustomizedwithTheBluntTruthlogo.Itemsinclude:balloons,sunglasses,t-shirts,pens,Frisbeesandwater bottles. The items will be given away at different events for specific purposes. Some of the items, such as T-shirts and water bottles, will be used as prizes for social media contests.

Sporting EventsBGSUhostsavarietyof athleticeventsthroughouttheacademicyear,whichwouldserveasafreeplatformforpassingoutinformation about The Blunt Truth and the Wellness Connections resources. At these events, Wellness Connection employees could hand out promotional items and speak with attendants about The Blunt Truth campaign.

Homecoming Parade Numerousuniversityoffices,departmentsandorganizationsparticipateintheannualHomecomingParade.Thiseventwouldbeafree way to promote The Blunt Truths goals, in addition to being an outlet for passing out promotional items. Parade participants can either create a float or walk.

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Goals | Objectives | strategies | tactics Continued

Campus Fest At the start of every fall semester, Campus Fest serves as a comprehensive introduction to the over 300 student organizations on campus. A table in association with the Wellness Connection could be managed by one or two personnel, all while handing out information and promotional items about The Blunt Truth and resources available via the Wellness Connection.

Health Fair Since consuming marijuana includes potential health risks, the Health Fair would be an ideal venue to promote The Blunt Truth and its components. This event, hosted by the university, would incur no cost to the Wellness Connection.

Career Fair This event could serve as another platform to hand out promotional items and educational materials pertaining to The Blunt Truth. This event coincides with one of our target audiences (graduating seniors), as they need to consider drug testing as a possibility prior to landing employment.

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Evaluation

Goal 1: To reduce marijuana use from 20.3 percent to 15.3 percent, or from 147 students to 111 students during the 2014-2015 school year.

Objectives:1. Promote healthy lifestyles to BGSU students through awareness events and promotional materials.2. Educate students about BGSU activities they can become involved with as opposed to consuming marijuana.3. Inform students about the difference between the perceived and actual use of marijuana at BGSU.4. Reduce the perception and perceived negative stereotypes of marijuana usage at BGSU.5. Educate students about the potential harmful health risks associated with consuming marijuana.

Measureable Keys to SuccessAwareness and Knowledge:300studentsattendBashHash.50studentsattendpanelevent.200studentsparticipateincorkboardevent.150studentsattendCareerFairbooth.150studentsattendHealthFairbooth.Distributesurveyaftercampaigneventsthatmeasuresif studentslearnedaboutthedifferencebetweenperceivedandactualuse statistics specific to BGSU.Measurethenumberof brochuresandflyersdistributedateverycampaignevent.Placeawarenesspostersandgroundstickersinhightrafficareasformaximumexposure(i.e.theUnion,OlscampHall,Business Administration Building, Student Recreation Center).

Attitude and Behavior Changes:Distributeasurveythatdeterminesif studentsjoinedBGSUorganizationsorotherextracurricularsafterattendingacampaignevent.Distributeasurveybeforeandafterthepaneleventthatwouldgaugeif participantslearnedaboutthelegalandhealthrisksassociated with consuming marijuana, in addition to perceived and actual use statistics.Tracktheamountof educationalbrochurestakenfromtheCounselingCenter.Havestudentsfilloutasurveyattheeventstomeasureif andhowtheirviewonmarijuanahasaltered.

Goal 2: Reduce student visits to the Counseling Center by 83 percent, or from 120 to 99 students per year.

Objectives:1. Inform the student body that if they or someone they know may have a marijuana use disorder that there are available resources to help within the university.2. Place awareness posters and ground stickers in high traffic areas for maximum exposure (i.e. the Union, Olscamp Hall, Business Administration Building, Student Recreation Center).3. Promote a healthy lifestyle to BGSU students through awareness events and promotional materials.4. Create a brochure that informs students about possible marijuana health risks and perceived/actual use statistics. This brochure could be handed out at any The Blunt Truth events, in addition to in-place education programs, such as resident advisor training.

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Evaluation Continued

Measureable Keys to SuccessAwareness and Knowledge:Exposuretobannerandpromotionalmaterialsatallevents;trackamountof distributedpromotionalitemsIncreasetheavailabilityof informationalmaterialsforstudentstopossess,suchasaneducationalbrochure.300attendeesattheBashHashevent.50attendeesatthepanelevent.50groundstickersaroundcampuswiththeCounselingCentersinformation.200peoplewritemessagesonthecorkboardeventoutsideof theunion.150studentsattendCareerFairbooth150studentsattendHealthFairbooth300likesonTheBluntTruthFacebookpagebytheendof the2014-2015academicyear.50followersonTheBluntTruthTwitterpagebytheendof the2014-2015academicyear.

Attitudes and Behavior Changes:EducationalbrochureavailableatCounselingCenterandallcampaignevents.Distributeasurveybeforeandafterthepaneleventthatwouldgaugeif participantslearnedaboutthelegalandhealthrisks associated with consuming marijuana, in addition to perceived and actual use statistics.Increaseinnumberof FacebooklikesandpeoplerespondingandusingTwitterhashtag(#blunttruth).Haveparticipantsfilloutasurveyattheconclusionof everyeventwithresourcestoseekhelpaboutmarijuanausage.

Goal 3: Increase awareness of statistics and facts among BGSU students, particularly focusing on first year students, athletes, Greek Life students and graduating seniors during the 2014-2015 academic year.

Objectives:1. Host an awareness event to provide students with information about marijuana.2. Lower the perceptions of marijuana usage among students at BGSU from 84 percent to 65 percent, or from 611 students to 473 students.3. Have on campus media write three stories throughout the semester covering various campaign events or information on the campaign itself.4. Utilize social media to inform students of facts and statistics through posts and raffles.

Measurable Keys to Success Awareness and Knowledge:300studentsattendBashHash.50studentsattendpanelevent.200studentsparticipateinthecorkboardevent.150studentsattendCareerFairbooth.150studentsattendHealthFairbooth.ReceivecoveragefromTheBGNews,BG24andotheroncampusmedia.Haveanissueof StallTalkplacedintheresidencehallbathroomstopromotemarijuanaawareness.Have300likesonTheBluntTruthFacebookpagebytheendof the2014-2015academicyear.Have50followersonTheBluntTruthTwitterpagebytheendof the2014-2015academicyear.

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Evaluation Continued

Attitude and Behavior Changes:Collectsurveydataayearbeforeandayearafterthecampaignhasbeenenactedtogaugeif therehasbeenadifferenceinperceived and actual use.Measureif therehasbeenareductioninvisitstotheCounselingCenterformarijuanausage.Distributeasurveybeforeandafterthepaneleventthatwouldgaugeif participantslearnedaboutthelegalandhealthrisksassociated with consuming marijuana, in addition to perceived and actual use statistics.

Goal 4: Develop opportunities to promote educational marijuana programs at BGSU.

Objectives:1. Create a brochure that informs students about possible marijuana health risks and perceived/actual use statistics. This brochure could be handed out at any The Blunt Truth events, in addition to in-place education programs, such as resident advisor training.2. Inform the student body that if they or someone they know may have a marijuana use disorder that there are available resources to help within the university.3. Develop social media accounts that educate about marijuana and BGSUs resources.4. Host a panel event where students can learn in-depth information about marijuana from a doctor, police officer and other experts.5. Host a corkboard event where individuals can display what positive things they do instead of consuming marijuana. 6. Utilize traditional media, such as news releases, broadcast news releases, posters, brochures, etc. to promote events7. Pass out promotional items at sporting events, tailgates, Campus Fest, Homecoming parade, Health Fair and Career Fair

Measurable Keys to SuccessAwareness and Knowledge:Trackamountof educationalbrochuresdistributedatallevents.50attendeesatpanelevent300attendeesatBashHashHave300likesonTheBluntTruthFacebookpagebytheendof the2014-2015academicyear.Have50followersonTheBluntTruthTwitterpagebytheendof the2014-2015academicyear.

Attitude and Behavior Changes:EducationalbrochureavailableatCounselingCenterandallcampaigneventsDistributeasurveybeforeandafterthepaneleventthatwouldgaugeif participantslearnedaboutthelegalandhealthrisksassociated with consuming marijuana, in addition to perceived and actual use statistics.Haveparticipantsfilloutasurveyattheconclusionof everyeventwithresourcestoseekhelpaboutmarijuanausage.Increaseinnumberof FacebooklikesandpeoplerespondingandusingTwitterhashtag(#theblunttruth).

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Timeline

July 2014

August 2014

September 2014

1. Secret Panel social media promotions 2. Book Secret Panel room and equipment 3. Create posters for flyers Secret Panel 4. Order ground stickers 5. Create campaign brochure 6. Sign up for Campus Fest

1. Select fall intern 2. Book talent show equipment and room 3. Order promotional items 4. Print posters, flyers and ground stickers for Secret Panel and campaign 5. Submit Stall Talk post for September 6. Place ground stickers for campaign and Secret Panel 7. Print campaign brochure 8. Submit application for career fair 9. Contact Athletic Marketing and Promotions for sports games promotions

1. Host Secret Panel 2. Send press releases 3. Send broadcast news releases 4. Chalk on sidewalk for Secret Panel 5. Submit Homecoming parade application 6. Hand out promotional items at tailgates 7. Book University Lawn for Bash Hash event through OCA 8. Submit Health Fair application 9. Submit Career Fair application

1. Counseling Center staff

2. Counseling Center staff 3. Amanda Addy/Unigraphics 4. Amanda Addy

5. Amanda Addy/Unigraphics 6. Amanda Addy

1. Amanda Addy 2. Counseling Center intern 3. Amanda Addy 4. Amanda Addy/Unigraphics

5. Counseling Center intern 6. Counseling Center employees

7. Amanda Addy 8. Amanda Addy

9. Amanda Addy

1. Counseling Center & partners 2. Counseling Center intern 3. Counseling Center intern 4. Counseling Center intern 5. Amanda Addy

6. Counseling Center employees

7. Amanda Addy 8. Amanda Addy 9. Amanda Addy

Month TaskWho is

REsponsible

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Timeline continued

October 2014

November 2014

December 2014

January 2015

February 2015

1. Pitch feature story over campaign 2. Purchase candy for Homecoming parade 3. Recruit volunteers for Homecoming parade 4. Hand out promotional items at tailgates 5. Pass out promotional items at Health Fair Oct. 17 6. Pass out promotional items at Career Fair Oct. 14

1. Feature story of campaign published 1. Book corkboard

1. Select spring intern 2. Contact and book DJ 3. Book blow up games for Bash Hash 4. Host corkboard event inside Union 5. Corkboard social media promotions 6. Purchase markers for corkboard event 7. Pitch feature story over Amanda 8. Submit application for career fair 1. Create posters and flyers 2. Book corkboard for Bash Hash 3. Feature story of Amanda published 4. Pass out promotional materials at Career Fair Feb. 10 and 11

1. Counseling Center intern 2. Counseling Center intern 3. Amanda Addy/Counseling Center employees 4. Counseling Center employees

5. Amanda Addy/Counseling Center staff 6. Amanda Addy/Counseling Center staff

1. Amanda Addy

1. Amanda Addy

1. Amanda Addy 2. Amanda Addy 3. Amanda Addy

4. Counseling Center

5. Counseling Center intern 6. Amanda Addy 7. Counseling Center intern 8. Amanda Addy

1. Amanda Addy/Unigraphics 2. Amanda Addy 3. The BG News 4. Amanda Addy/Counseling Center staff

Month TaskWho is

REsponsible

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Timeline continued

March 2015

April 2015

May 2015

June 2015

1. Bash Hash social media promotions 2. Submit Stall Talk post for April 3. Print posters and flyers for Bash Hash event 4. Purchase balloons/string

1. Bash Hash event 2. Send press releases 3. Submit broadcast news release 4. Chalk on sidewalks for Bash Hash

1. Counseling Center intern

2. Counseling Center intern 3. Amanda Addy/Unigraphics

4. Counseling Center intern

1. Counseling Center 2. Counseling Center intern 3. Counseling Center intern 4. Counseling Center intern

Month TaskWho is

REsponsible

30

Task July 14 Aug. 14 Sept. 14 Oct. 14 Nov. 14 Dec. 14 Jan. 15 Feb. 15 March 15 April 15 May 15 June 15

Secret Panel social media promotions X Book Secret Panel room and equipment X Create posters and flyers for Secret Panel X

Order ground stickers X

Create campaign brochure X

Sign up for Campus Fest X

Book talent show equipment and room X

Print posters, flyers and ground stickers for Secret X Panel and campaign Submit Stall Talk post for September X Place ground stickers for campaign and Secret Panel X

Print campaign brochure X

Submit application for career fair X

Contact Athletic Marketing and Promotions for sports X games promotions

Host Secret Panel X

Send press releases X

Send broadcast news releases

Rapport

Timeline continued

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Timeline continued


Chalk on sidewalk for X Secret Panel Submit Homecoming parade application X Hand out promotional items at tailgates X

Pitch feature story X over campaign Purchase candy for Homecoming parade X

Recruit volunteers for Homecoming parade X

Hand out promotional items at tailgates X

Feature story of campaign published X

Book corkboard X

Contact and book DJ X

Book blow up games for Bash Hash X

Host corkboard event inside Union X

Corkboard social media promotions X

Purchase markers for corkboard event X

Pitch feature story over Amanda X 32

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Timeline continued


Submit application X for career fair

Create posters and flyers X

Book corkboard for Bash Hash X

Feature story of Amanda published X

Bash Hash social media promotions X

Submit Stall Talk post f or April X

Print posters and flyers for Bash Hash event X

Purchase balloons/string X

Bash Hash event X

Send press releases X

Submit broadcast news release X

Chalk on sidewalks for Bash Hash X

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social media Timeline

July 2014

August 2014

September 2014

October 2014

1. Create The Blunt Truth Facebook and Twitter pages 2. Start building an audience by requesting likes from BGSU students

1. Continue to build an audience by requesting likes on social media pages 2. Start posts for advertisement for the Secret Panel 3. Create an event on Facebook for the Secret Panel 4. Post facts targeted towards first year students. 5. Create The Blunt Truth website

1. Create and schedule reminder posts about the Secret Panel 2. Create and schedule posts targeted towards athletes. 3. Continue to post The Blunt Truth facts. 4. Start first social media contest (i.e Facebook Liking). Winner should be announced after a one week period (winners receive free t-shirt). 5. Post schedule of events on The Blunt Truth Website

1. Post about involvement in the Homecoming Parade. 2. Post about obtaining free items at the football tailgates. 3. Post about involvement in the Health Fair and Career Fair. 4. Post facts targeted towards Greek life students.

1. Amandy Addy

2. Amanda Addy

1. Counseling Center Intern

2. Counseling Center Intern 3. Counseling Center Intern 4. Amanda Addy/ Counseling Center Intern 5. Amanda Addy/ Counseling Center Intern



3. Counseling Center Intern 4. Amanda Addy and Counseling Center employees.


1. Counseling Center Intern 2. Counseling Center Intern 3. Counseling Center Intern 4. Counseling Center Intern

Month TaskWho is

REsponsible

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social media Timeline continued

October 2014(continued)

November 2014

December 2014

January 2015

5. Continue to build audience on both Facebook and Twitter. 6. Twitter contest (winner receives free t-shirt). An example could be Lend YourVoice(whatdoyoudo to stay out of the influence of marijuana) 7. Post winners responses to the social media contest on the website.

1. Post the feature story article on Facebook and Twitter 2. Post a scenario contest on Twitter and Facebook. Best answer to the scenario would include how to say no to consuming marijuana. Winners receive a free t-shirt. 3. Post feature story on website

1. Post on Facebook and Twitter alternative ways to relax during finals time. 2. Post The Blunt Truth Facts targeted towards seniors. 3. Post tips and facts on website.

1. Begin to create and schedule posts to advertise the corkboard event. 2. Post Blunt Truth Facts t towards first year students. 3. Continue to build Facebook and Twitter audiences.

5. Counseling Center Intern 6. Amanda Addy/ Counseling Center employees



2. Amanda Addy/ Counseling Center employees



2. Counseling Center Intern 3. Counseling Center Intern




Month TaskWho is

REsponsible

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social media Timeline Continued

February 2015

March 2015

April 2015

May 2015

June 2015

1. Post the feature story covering Amanda on Facebook, Twitter and on the webstie. 2. Post about involvement in Career Fair. 3. Post The Blunt Truth facts targeted towards athletes. 4. Retweet contest of an infographic of anti-marijuana statistics. Winners will receive a free t-shirt.

1. Promote the Bash Hash event / create Facebook event for Bash Hash. 2. Post The Blunt Truth facts targeted towards Greeks 3. Promote Bash Hash event on website.

1. Promote the Bash Hash Event 2. Post The Blunt Truth facts targeted towards seniors 3. Heavily promote being marijuana free around 4/20/15

1. Post on Facebook, Twitter, and the website alternative ways to relax during finals time.

1. Measure the reach of the social media posts from the 2014- 2015 school year.




4. Counseling Center employees/ Amanda Addy




1. Counseling Center Intern 2. Counseling Center Intern 3. Counseling Center Intern


1. Amanda Addy

Month TaskWho is

REsponsible

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Budget

All totals for the budget are displayed as quoted to us by the companies we pursued. We did not allocate the entire $4,000 to our campaign, but we wanted to ensure some flexibility in the overall budget. We have broken down the budget by strategy and tactic. For strategy two, please note that the social media sites we have suggested are free to use. If our campaign is selected, we suggest that the budget be re-evaluated at the end of the academic school year to see what materials can be reused and what materials need to be regenerated.

Price per Activity Quantity hour/ item Expenses Company purchased from

Strategy 1, Tactic 1 1. Renting out the Multipurpose room in the 1. One 1. Flat Rate 1. $300.00 1.Bowen-Thompson Student Union Bowen-Thompson Student Union 2 .DJ from the BGSU Radio Station 2. One 2. $75.00 2. $300.00 2. BGSU Radio Station 3. Microphone and audiovisual equipment 3. One 3. $26.00 3. $39.00 3. Bowen-Thompson Student Union (25% discount applied) 4. Audiovisual Technician 4. One 4. $20.00 4. $40.00 4. Bowen-Thompson Student Union 5. Markers 5. One package 5. Flat Rate 5. $6.79 5. Staples 6. Push pins 6. One package 6. Flat Rate 6. $8.69 6. Staples 7. Blow-up games (i.e. bounce house, 7. Two 7. $350.00 7. $700.00 7. TheBounceThing.com obstacle course, etc.) 8. Balloons 8. 288 8. Flat Rate 8. $32.00 8. Oriental Trading Company 9. String for balloons 9. One 9. Flat Rate 9. $9.95 9. Walmart 10. Helium Tanks 10. Five 10. Flat Rate 10. $262.50 10. Oriental Trading Company

Strategy 1, Tactic 2 1. Speakers/ Panelist 1. Four 1. Flat Rate 1. FREE 1. Volunteers from the community 2. Room in Olscamp 2. One 2. Flat Rate 2. FREE 2. Bowen-Thompson Student Union 3. Microphone and audiovisual equipment 3. One 3. $26.00 3. $26.00 3. Bowen-Thompson Student Union 4. Audiovisual Technician 4. One 4. $20.00 4. $20.00 4. Bowen-Thompson Student Union

Strategy 1, Tactic 3 1. Corkboard 1. One 1. Flat Rate 1. FREE 1. Bowen-Thompson Student Union 2. Push pins 2. One package 2. Flat Rate 2. Reused 2. Staples 3. Scrap Paper/ Computer Paper 3. One package 3. Flat Rate 3. FREE 3. The Counseling Center 4. Markers 4. One package 4. Flat Rate 4. Reused 4. Staples Strategy 2,Tactic 1 1. Facebook 1. One 1. Flat Rate 1. FREE 1. www.Facebook.com 2. Twitter 2. One 2. Flat Rate 2. FREE 2. www.twitter.com 3. Website 3. One 3. Flat Rate 3. FREE 3. Bowling Green State University

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Budget Continued

Price per Activity Quantity hour/ item Expenses Company purchased from

Strategy 3 1. Posters 1. 200 1. Flat Rate 1. $234.00 1. Unigraphics 2. Fliers (1/2 page flier) 2. 500 pages 2. Flat Rate 2. FREE 2. The Counseling Center 3. Chalk 3. Two 3. $1.00 3. $2.00 3. The Dollar Tree 4. Sunglasses 4. 350 4. $.079 4. $ 276.50 4. www.GreenMonsterPromos.com 5. T-shirts 5. 100 5. $2.99 5. $299 5. Student Union Bookstore 6. Banner (6x1) 6. One 6. $45.00 6. $45.00 6. Print Runner 7. Water bottles 7. 250 7. $0.51 7. $127.50 7. www.DiscountMugs.com 8. Frisbees 8. 125 8. $0.49 8. $61.25 8. www.DiscountMugs.com 9. Pens 9. 1000 9. Flat Rate 9. $140.00 9. www.DiscountMugs.com10. Ground stickers( 6x6) 10. 50 10. Flat Rate 10. $190.00 10. www.StickerMule.com 11. Brochures 11. 1000 11. Flat Rate 11. $250.00 11. Unigraphics

Strategy 4Career Fair (Two representatives in 1. Two 1. $275.00 1. $550.00 1. Bowling Green State University attendance)Health Fair 2. One 2. Flat Rate 2. FREE 2. Bowling Green State UniversityHomecoming Float 3. One 3. Flat Rate 3. FREE 3. Bowling Green State UniversityCampus Fest 4. One 2. Flat Rate 2. FREE 2. Bowling Green State UniversityAthletic Events (Tailgating) 5. One 2. Flat Rate 2. FREE 2. Bowling Green State University

OtherCounseling Center Intern 1. One 1. Flat Rate 1. FREE 1. Bowling Green State University

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Partnerships

PartnershipsWe suggest that the Counseling Center partner with other departments and organizations at BGSU in order to carry out the suggested awareness events. Other departments include: the BGSU Wellness Center, Recreation Center, Residence Life, and local business (Cookie Jar, Amish Deli, Easy Street Care etc.).

BGSU Wellness Center will be an efficient partner because they believe in promoting a better lifestyle. They also host events throughout the semester, so partnering with them could mean more publicity. Partnering with them could also mean a higher budget in order to afford more giveaways, posters, brochures, etc.

The BGSU Recreation Center also believes in a healthy lifestyle, which would help generate even more publicity. Traffic will be high at the Recreation Center because of the new renovations that will have been completed come next semester. That high traffic, plus the various students that use the Recreation Center could evolve to more exposure for The Blunt Truth campaign. The primary reason to partner with the BGSU Recreation Center would be to increase publicity and funds.

Residence Life would be an important organization to partner. Typically, Residence Life is looking after first year students and can influence those students for the rest of their college careers. Residence Life could provide an awareness program about The Blunt Truth campaign to first year students. The benefit of targeting Residence Life is having access to these first year students. Those students will later take part in Greek life, athletics, and become seniors. Appealing to them could mean years of success of marijuana reduction.

Fraternity and Sorority Life would be an potential organization to partner with for the Secret Panel event hosted in the fall. The Greek community recently adopted the secret panel called Photo Voice. Photo Voice is a presentation where students are able to talk about their experiences with any issue on the collegiate level. The program gives viewers an opportunity to see how certain health issues have negatively impacted a students life. Photo Voice participants are selected randomly, and are kept secret until the day of the presentation. The participants are then able to share their eexperiences through a set of meaningful photos that represent their story. A suggestion our agency has is reaching out to the Greek community to see if they would like to do a Photo Voice event for marijuana abuse.

Local businesses are also an important partner. For example, The Cookie Jar, Amish Deli and Easy Street Caf could provide coupons as incentives for students to attend Bash Hash or participate in any of The Blunt Truths pseudo-events. Students are more likely to attend events with incentives. These local businesses are popular within the area and could create more business for them as well as more publicity for The Blunt Truth. A mutual benefit could result in a partnership.

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Appendix

Appendix A Focus Group Transcipts Greek Life and Athletes Focus Group

1.Whatwereyourperceptionsof BGSUwhenentering?Why?Jarret:AJ:Emily: Came to swim; came for the social aspectAshley: Came to play volleyball; for the fun aspectChantelle:Amanda: Came for the social work programRebecca:

2.Whatnegativestereotypesdidyouhearof whenentering?Jarret:AJ:Emily:Ashley:Chantelle: STDsAmanda:Rebecca: wasnt good enough compared to other schools; negative academic stereotypes

3.Whydoyouthinkpeoplesmokemarijuana?Jarret: anxietyAJ: people like the way it feelsEmily:Ashley:Chantelle:Amanda: way to relaxRebecca: social reasons

4.Doyouthinkthereareanylong-termeffects?If so,what?Jarret:AJ:Emily: about average compared to other collegesAshley: would have to be if you are smoking something; school work will sufferChantelle:Amanda:Rebecca:

5.Whatkindof marketingtechniquescatchyourattentiononcampus?Jarret:AJ:Emily: 40

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Appendix

Ashley: things with people in it like to see if she knows anyoneChantelle:Amanda: things that arent orange and brownRebecca:

6.If youcangetpromotionalitemsforfree,whatitemsdoyouprefer?Jarret:AJ: tshirtsEmily:Ashley: pen, sunglasses, pizzaChantelle:Amanda: cooziesRebecca: anything free

7.Whatkindof activitiesrelievesstress?Jarret:AJ: drinkingEmily: gymAshley: taking a shower, listening to musicChantelle: go to gymAmanda: movie nightsRebecca:

8.Whattypeof eventsdoyouvoluntarilygoto?Anyincentives?Jarret:AJ:Emily:Ashley: anything with free foodChantelle:Amanda:Rebecca:

9.DoyoufollowanyBGSUaccounts?What?All say yes

10.Whataspectsof socialmediamakeyouwanttofollowthoseaccounts?Jarret:AJ:Emily: follow because she student teaches off campus so its a way to keep upAshley: follow for updatesChantelle:Amanda:Rebecca: 41

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Appendix

11. Show campaign logos and ask about themThe Blunt TruthJarret: the word bluntAJ:Emily: its boldAshley: its boldChantelle:Amanda: draws you inRebecca:Circle OneJarret:AJ:Emily: catch interest to know what theyre talking aboutAshley: think someone is trying to be funny to get you to recycle; wouldnt take it seriouslyChantelle: drawn to the pot leafAmanda:Rebecca:Hash Weed OutJarret:AJ:Emily:Ashley: clever; like itChantelle:Amanda:Rebecca:

12.Whattypeof events?Jarret:AJ:Emily:Ashley: making it a social scene; having games and foodChantelle:Amanda: guest speaker depends on who it was and what topics; someone well-known compared to someone you dont know; incentiveRebecca: depends on who is promoting event

Senior Focus Group1.Whatwereyourperceptionsof BGSUwhenenteri

PR Campaign Proposal

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