Creative
Phase 3: Motivation
Concept:!
zine Ad
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Motivation Phase
Motivation Phase Maga
STATE Advertising
Magazine Ad
Purpose: B-/%?(/,&!#-++,2,!&/1*,)/&!/-!/.%)9!-0!/.,!&.-$/!/,$3!,00,#/&!-0!4%)2,!*$%)9%)25!
Justification: C,&,($#.!$,?,(+,*!#(+-$%,!%)/(9,!()*!3-),7!=,$,!%3'-$/()/!%&&1,&!(3-)2!/.,! /($2,/!(1*%,)#,5!!D&%)2!/.,&,!%&&1,&@!=,!#$,(/,*!(*?,$/%&,3,)/&!/.(/!.(?,!()! %3'(#/!-)!/.,!/($2,/5!
Creative
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Whatâ&#x20AC;&#x2122;s Your Count?
!#
Creative
What’s Your Count? Web site Information about when and where the “What’s Your Count?” reps will be and what contests are taking place.
A page directed at the community, explaining the “What’s Your Count?” campaign and what the community can do to help.
Explains the “Whats Your Count?” goal.
Registration allows users to save settings, and allows us to track information about who visits the Web site.
Users are encouraged to blog about their experiences after lowering their count.
Games encouraging moderation tie in with the creative strategy.
Commercials, Webisodes, and other forms of video are available to watch.
A continually updated front page encourages users to return to the Web site to see new material.
Information about binge drinking, a calorie counter, the definition of binge drinking, binge drinking statistics and what your BAC means.
Information about the iPhone application.
Forums with a variety of topics to encourage discussion and develop an online community.
Users can comment on new stories.
Contains links to our partner’s Web sites and other Web sites about binge drinking. The online media kit, including media releases and video news releases.
!$
STATE Advertising
Previous stories are available at the click of a button.
The Century Council’s name will be included on the Web site.
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What’s Your Count?
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Creative
What’s Your Count? Game
Creative
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IMC
Goal: ! 6*1#(/,!&/1*,)/&!()*!/.,!#-331)%/7!(4-1/!/.,!),2(/%?,!,00,#/&!-0!4%)2,!*$%)9%)2! /.$-12.!,?,)/&!()*!-/.,$!'$-3-/%-)(+!(#/%?%/%,&5
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IMC
Campus Brand Representatives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STATE Advertising
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Community Objectives ! !""#$%&'%"()*&'+,"-./$"#./0'12"&3&$%0%,, " !""405.65%"'*%"7.88/09':"90";$.8.'9.0&6""" """""""""""""&7'959'9%,"'."</96=",'$.0>"'9%,"?.$"'*%"?/'/$%
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Anti-Binge Expo "++!#-331)%/7!3,34,$&!()*!41&%),&&,&!($,!%)?%/,*!/-!()!,*1#(/%-)(+! *$%)9%)2!,P'-5!!W,+*!(/!/.,!1)%?,$&%/7@!/.,!*$%)9%)2!,P'-!0-#1&,&!-)! '$,&,)/(/%-)&!()*!%)0-$3(/%-)!$,2($*%)2!&(0,!41&%),&&!'$(#/%#,&!%)?-+?%)2! (+#-.-+5!!E%a1-$!+%#,)&%)2!#-)&1+/()/&@!'-+%#,@!/(P%!#-3'()%,&!()*!-/.,$! -$2()%V(/%-)&!.,+'!,*1#(/,!/.,!#-331)%/7!-)!4%)2,!*$%)9%)2!.($3&5!! R=),$&!($,!,)#-1$(2,*!/-!(//,)*!4,#(1&,!/.,%$!41&%),&&!$,#,%?,&!(! '-&%/%?,!%3(2,!%)!),=&!&/-$%,&!()*!/.$-12.!=-$*<-0<3-1/.5
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IMC
Community
IMC
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