Take back the tap
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Transcript of Take back the tap
Get Back to Our Roots . . .
Take back the tapGet back to our roots[insert small CC icon][get cooler font?]Introductions All-First and last name1
[large image of CC]Opening pitch/executive summary -- Will2OverviewResearch methodsSituation analysisGoals & objectivesCreative conceptStrategies, messages & tacticsPlanning matrix, schedule & budgetEvaluation[insert small CC icon]Overview -- All3ResearchSecondaryBackground researchTarget researchPotential target audience researchMedia use habitsPrimaryFocus groups with studentsIn-depth interviews with administratorsInformal field observation Research -- BlairEnough to establish credentialsFocus on process, not resultsMedium amount4Client ProfileBranched off Public Citizen in fall 2005Goals and mission statementFood & Water Watch works to ensure the food, water and fish we consume is safe, accessible and sustainably produced International presence Four key values
Client profile Karissa-enough to establish knowledge-medium amount5Communication AuditUtilizes social media, traditional PR tactics and eventsTargets college students, government officials and the general publicKey messagesWaterFoodFish Comm. audit Karissa-enough to establish knowledge-some examples, but not all-medium amount6Issue Analysis
[insert force field analysis table]Issue analysis Karissa-address key forces (2-3- strongest from each side)
7Problem/Opportunity StatementBased upon the force field analysis, driving forces such as the support of the administrative staff at Colorado State University, the universitys green attitude, and the large amount of students who report bringing reusable water bottles to campus suggest significant opportunities for the campaign.These forces will make it easier to raise awareness about using reusable water bottles opposed to plastic water bottles with little opposition from potential target audiences.Furthermore, these forces will help drive the campaign to achieve the clients goal of decreasing plastic water bottle usage at Colorado State University.[insert complete statement]Problem/opp statement Blair-since slide has whole statement, verbally paraphrase/synthesize8GoalTo increase the amount of water bottle refill stations on campus.
Goals Sara-hit all9Target AudiencesPrimaryColorado State University studentsColorado State University facilities personnelRobert Lee Jones, Sr. - Labor Trades and Crafts Operation and Supervisor of the Plumbing, Welding and Machine ShopBrian Chase - Director of Facilities ManagementColorado State University budget directorBecky Trentlage - Director of BudgetInterveningColorado State University student media workersT.A.s Sara-ID all-skip description-give a word or two on rationale10Primary Target AudiencesColorado State University undergraduate studentsTo raise awareness about the benefits of using refill stations by 40% by May 1, 2012.To raise awareness about Food & Water Watchs platform for eliminating disposable water bottles on college campuses by 40% May 1, 2012.To increase purchase of reusable water bottles by 5% by May 30, 2012.To increase positive attitudes about tap water by 10% by April 20, 2012.To increase the number of students consistently using refill stations by 5% by October 31, 2011.Primary Target Audiences, cont.Robert Lee Jones, Sr. and Brian ChaseTo increase awareness of refill stations among administration by 80% by December 1, 2011.To increase the amount of refill stations installed by 8 by April 10, 2012.To increase water fountain maintenance for the installation of refill stations by 60% by February 15, 2012.To increase awareness of refill stations among administration by 80% by December 1, 2011.Primary Target Audiences, cont.Becky TrentlageTo increase awareness on the use of refill stations by 80% by September 1, 2011.To increase awareness on the purposes of refill stations by 80% by September 1, 2011.To increase awareness on the benefits of refill stations by 80% by September 1, 2011.To reallocate appropriate funding for refill stations by $14,000 by February 15, 2012.
Intervening Target AudienceColorado State University Student MediaTo establish favorable coverage on the campaign issue by one print news story placement by March 1, 2012.To establish favorable coverage on the event by one radio airing by March 1, 2012.To establish favorable coverage on the campaign issue by three radio airings on by March 15, 2012.To establish favorable coverage about the water-tasting event prior to the event date by one print news story placement by March 15, 2012.To establish favorable coverage about the water-tasting event by one print news story placement by April 11, 2011.
Creative ConceptGet Back to Our RootsTake Back the Tap.The refill station is a tree.Multiple people can benefit from just one.It will keep giving beyond one generation of students.
Illustration by Brenda ValdezCC Emily-focus a lot of time on this-this is where the fun stuff starts15StrategiesCSU undergraduate studentsEmotional appealTwo-sided logical appealRobert Lee Jones, Sr. and Brian ChaseTwo-sided logical appealBecky TrentlageTwo-sided logical appealCSU Student MediaInformational, logical appealStrats Amanda
16MessagesCSU undergraduate studentsRefill stations provide a variety of benefits .Tap water is a viable alternative to purchased bottled water.Robert Lee Jones, Sr. and Brian ChaseInstalling refill stations is a cost-effective option in place of bottled water.Becky TrentlageInstalling refill stations is a cost-effective option in place of bottled water.CSU Student MediaTaste the Difference sheds light on the new refill stations presence.
Messages -- Amanda17TacticsCSU undergraduate studentsControlled media, social media and a campus-wide eventRobert Lee Jones, Sr. and Brian ChaseControlled, non-mass mediaBecky TrentlageControlled, non-mass mediaCSU Student Media Uncontrolled media
Tactics Amanda-give examples, address key points focus on event and how well promote it18Event PlanName of the event Taste the DifferencePurpose of the eventTo promote refill stations on campusTo promote the use of refill stations on campusEncourage students to bring reusable water bottle to classDiscourage students from purchasing water bottles on campusKey message conveyed with eventTap water is tasty and healthier than bottled waterRefill stations are the green way to enjoy waterEncourage the use of reusable water bottleCost effective way of drinking water on the run - just fill and drinkRefill stations are quick and convenient Target audienceEvent Plan, cont.Inviting the audienceUtilize the Colorado State Take Back the Tap Facebook page to promote prior to event date because students report they obtain news through social media outlets Promote the event through status updates on the Colorado State Take Back the Tap Facebook pageAnnounce the event in press releases sent to the Rocky Mountain Collegian and KCSU to encourage media outlets to attend and report on the eventPosters will be hung Expected media coverageAn article in the CollegianMentioning of the event in KCSUMentioning of the event on Facebook pageTacticAction StepsPerson ResponsibleScheduled Start DateTarget Completion DateActual Completion DateRemarksFacebook pageEstablish Facebook accountPR Practioner1/25/20121/25/2012Create profile informationPR Practioner 1/25/20121/25/2012Create statuses to intermittently post up until eventPR Practioner1/25/20123/20/2012Invite users to join pagePR Practioner1/25/20124/20/2012Create Facebook eventPR Practioner3/20/20123/20/2012Invite users to eventPR Practioner3/20/20124/10/2012EventSubmit special event request formPR Practioner2/20/20122/25/2012Reserve space on plazaPR Practioner3/10/20123/10/2012Reserve audio equipment PR Practioner3/10/20123/10/2012MicrophoneCheck sound equipmentPR Practioner3/20/20123/20/2012Reserve music with KCSUPR Practioner3/10/20123/10/2012KCSU sets up music equipmentReserve tablesPR Practioner3/10/20123/10/20122 tablesEvent Plan, cont.
Facebook Page, cont.
Matrix -- Karissa[insert first page]-get through fast-address first page, move on25Schedule
Budget -- Karissa[insert first page]-get through fast-address total cost, move on26Budget
Schedule-- Karissa[insert first page]-get through fast-address first day, last day, move on27Output EvaluationMonitor productionMonitor distributionMonitor exposureOutput eval Blair-get through fast-address how well monitor each tactic-keep it brief only list a couple of examples28Outcome EvaluationAwareness & attitudinal objectivesPre- and post-campaign surveysBehavioral objectivesCount number of times objectives were metOutcome eval Blair-get through fast-give a couple of examples29
[large image of CC]Opening pitch/executive summary -- Will30