TAKE BACK THE TAPGET BACK TO OUR

ROOTS…

Overview

Research methodsSituation analysisGoals & objectivesCreative conceptStrategies, messages & tacticsPlanning matrix, schedule & budgetEvaluation

Research

Secondary Background research Target research

Potential target audience research Media use habits

Primary Focus groups with students In-depth interviews with administrators Informal field observation

Client Profile

• Branched off Public Citizen in fall 2005• Goals and mission statement• “Food & Water Watch works to ensure the food, water

and fish we consume is safe, accessible and sustainably produced…”

• International presence • Four key values

Communication Audit

Utilizes social media, traditional PR tactics and events

Targets college students, government officials and the general public

Key messages Water Food Fish

Issue Analysis

Problem/Opportunity Statement

Based upon the force field analysis, driving forces such as the support of the administrative staff at Colorado State University, the university’s “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 client’s goal of decreasing plastic water bottle usage at Colorado State University.

Goal

To increase the amount of water bottle refill stations on campus.

Target Audiences

Primary Colorado State University students Colorado State University facilities personnel

Robert Lee Jones, Sr. - Labor Trades and Crafts Operation and Supervisor of the Plumbing, Welding and Machine Shop

Brian Chase - Director of Facilities Management Colorado State University budget director

Becky Trentlage - Director of BudgetIntervening

Colorado State University student media workers

Primary Target Audiences

Colorado State University undergraduate students To raise awareness about the benefits of using refill stations

by 40% by May 1, 2012. To raise awareness about Food & Water Watch’s 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 Chase To 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 Trentlage To 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 Audience

Colorado State University Student Media To 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 Concept

“Get Back to Our Roots…”

“Take 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 Valdez

Strategies

CSU undergraduate students Emotional appeal Two-sided logical appeal

Robert Lee Jones, Sr. and Brian Chase Two-sided logical appeal

Becky Trentlage Two-sided logical appeal

CSU Student Media Informational, logical appeal

Messages

CSU undergraduate students Refill stations provide a variety of benefits . Tap water is a viable alternative to purchased bottled water.

Robert Lee Jones, Sr. and Brian Chase Installing refill stations is a cost-effective option in place of

bottled water.Becky Trentlage

Installing refill stations is a cost-effective option in place of bottled water.

CSU Student Media “Taste the Difference” sheds light on the new refill stations’

presence.

Tactics

CSU undergraduate students Controlled media, social media and a campus-wide

eventRobert Lee Jones, Sr. and Brian Chase

Controlled, non-mass mediaBecky Trentlage

Controlled, non-mass mediaCSU Student Media

Uncontrolled media

Event Plan

Name of the event – Taste the DifferencePurpose of the event

To promote refill stations on campus To promote the use of refill stations on campus Encourage students to bring reusable water bottle to class Discourage students from purchasing water bottles on campus

 Key message conveyed with event Tap water is tasty and healthier than bottled water Refill stations are the “green” way to enjoy water

Encourage the use of reusable water bottle Cost effective way of drinking water on the run - just fill and

drink Refill stations are quick and convenient

 Target audience

Event Plan, cont.

 Inviting the audience Utilize 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 page

Announce the event in press releases sent to the Rocky Mountain Collegian and KCSU to encourage media outlets to attend and report on the event

Posters will be hung  Expected media coverage

An article in the Collegian Mentioning of the event in KCSU Mentioning of the event on Facebook page

Tactic Action Steps Person Responsible

Scheduled Start Date

Target Completion

Date

Actual Completion

Date

Remarks

Facebook page

Establish Facebook account

PR Practioner

1/25/2012 1/25/2012

Create profile information

PR Practioner

1/25/2012 1/25/2012

Create statuses to intermittently post up until event

PR Practioner

1/25/2012 3/20/2012

Invite users to join page

PR Practioner

1/25/2012 4/20/2012

Create Facebook event

PR Practioner

3/20/2012 3/20/2012

Invite users to event

PR Practioner

3/20/2012 4/10/2012

Event Submit special event request form

PR Practioner

2/20/2012 2/25/2012

Reserve space on plaza

PR Practioner

3/10/2012 3/10/2012

Reserve audio equipment

PR Practioner

3/10/2012 3/10/2012 Microphone

Check sound equipment

PR Practioner

3/20/2012 3/20/2012

Reserve music with KCSU

PR Practioner

3/10/2012 3/10/2012 KCSU sets up music equipment

Reserve tables

PR Practioner

3/10/2012 3/10/2012 2 tables

Event Plan, cont.

Facebook Page

Facebook Page, cont.

Poster

Planning Matrix

Schedule

Budget

Output Evaluation

Monitor productionMonitor distributionMonitor exposure

Outcome Evaluation

Awareness & attitudinal objectives Pre- and post-campaign surveys

Behavioral objectives Count number of times objectives were met