unit 1421 background

Transcription

1 Leeds University Union - North West PCT

2 unit 1421 background Unit was developed by the Leeds University Union Marketing Department with funding from the local Primary Care Trust. It aims to increase awareness of the facts and effects surrounding binge drinking as a young person and to allow the target market to make informed decisions regarding their drinking habits, safety and welfare. The tone of voice is vital to this campaign. All publicity needs to be short and palatable, intriguing, modern, witty and not seen as authoritative or condescending. Drawing on their experience of the Student Market and their already progressive organisational social responsibility policies, LUU s Marketing department set about working on a different approach to the drink education discussion. With the knowledge that, to communicate with students successfully, engaging bite-size information distributed in the mediums at the right time is essential. From this Unit was developed. By placing key information to educate and inform the public on safer drinking at the point of consumption, the campaign aim s to raise awareness of the issues surrounding unit intake, drink spiking, safe drinking and getting home safely. With the student market ever evolving, expectations towards design are constantly increasing and it is important that the visual communication of the campaign is not sterile and clinical like some previous alcohol awareness initiatives. The campaign sets out to align itself with club and bar culture rather than being at odds with it. Drawing on promotional techniques employed by the industry, the message will be delivered using teaser campaigns, flyering, fly posters, promo teams, give-aways and engaging condemnatory publicity. Leeds University and the PCT are trialling the campaign this year with the teaser campaign starting in the last weeks of September 2006 and the launch at this years Leeds University Unions Freshers Ball. Upon evaluation of the market research that will follow on from the trial, a decision will be made regarding the future of the campaign. 02

3 the marketing plan The campaign can be divided into four strategic stages. These are as follows: stage one: the teaser period/ introduction of the brand The idea is to create a hype surrounding the Unit 1421 brand; a teaser campaign will be set in various forms to build awareness and suspense until the final facts and explanations are revealed. At this stage the main concern is to promote the identity and generate suspicion. stage two: extension of the teaser period and brand awareness Increasing Unit 1421 brand awareness is paramount at this stage; in order to do this the brand needs to be cited everywhere and anywhere possible. The citing of the publicity at this stage will be as widely spread as possible and not only concerning itself with the student vicinity but also spread to Leeds in general. stage three: factual period This is the stage when the campaign is made clear and the target market receive an expansion of what unit 1421 is. It is at this point that the goal of getting the market to make informed decisions regarding their drinking habits, safety and welfare, is fulfilled. stage four pr: activity and future development PR activity is all about publicising the campaign through devices other than printed media, including publicity stunts, involvement of groups, companies and local press coverage. Ideas of where the campaign can travel to in the future after the initial injection of publicity are also noted at this stage. 03

4 1: the teaser period Mediums/Deliverables Flyers: Before students arrive at Leeds, the Unit 1421 campaign will have already hit their doormats via the student starter packs that are sent out in the post. This will be in the form of a trendy square flyer reminiscent to that of a nightclub. Another option for mass marketing the brand in flyer form to the student population is to include it in the goody bags that are handed out during freshers week and/or to place the flyers in halls of residence. The only information the flyer will carry is the logo and a link to the website. Poster Drums: Similar to the flyers the posters will be bold in design and minimalist. In large format they will be pasted directly next to other posters promoting events such as club nights on advertising drums. Website: Again at this point the website will tease, arouse suspicion and stimulate interaction from the target audience. The website will be free from information and act as a space for new and returning students to submit stories of when they have been drunk and the effects it had on them. Others who visit the site can then read the submitted stories. 04

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6 2: extension of teaser Mediums/Deliverables Flyers: The same design as before, stylish and ambiguous. Distributed by hand as well as being placed in locations relevant to the target market. Posters: Containing the same design elements as the flyers with minimal information at this stage. Banner: In the past, larger advertising has proved successful around the Union. LUU Website: An advert and link can be added onto the luuonline website. Beer mats: Containing the identity will be positioned at the core of the target market in Union bars. Leeds Student Newspaper: A large teaser advert will be included in the fresher s edition. s: s can be sent out with a link to the unit website. There can also be a mail to a friend function on the website that allows visitors to the drunken stories section to friends creating a viral marketing campaign surrounding unit Radio: In association with LSRfm a jingle/radio ad can be played at regular intervals to promote the unit website. Plasma Screens: The teaser campaign with the web link will appear as a still on the screens. Promotional bottled water: Given out to encourage drinking water between alcoholic beverages. See Stage Four for more information. Silicon wristbands: To be handed out with a link to the website embossed onto the wristband. 06

7 promotional water beer mats wristbands 07

8 3: the factual period Mediums/Deliverables Website: Will be complete at this stage; including facts and statistics but will not have as much an authoritative tone of voice as an emotive one. Stickers: A series of stickers in keeping with the design of the flyers and posters will be stuck onto bottles of beers and Alco-pops. These will have information about the units in particular drinks; some will carry short facts and the unit identity/website link. Table Talkers, Posters and Flyers: again will carry more factual information about safety when drinking including; getting home safe, safety in numbers, looking after one another in a group, drink spiking and safe sex while drinking. T-shirts: To be worn by bar staff and unit promotional and marketing staff. A number of different designs will include the identity/web link, unit facts and safety facts. Beer mats: Again containing factual and safety information including emotive did you know? type quotes. Series of newspaper ads: This is another medium that can be used in order to reach the target market at this stage. Press release/newspaper article: As well as the newspaper ads, the editor and team can be contacted about doing an article on unit which will act as further publicity. The article can be printed in the Leeds Student newspaper as well as being sent to West Yorkshire Evening Post in a bid for them to take interest in the scheme and possibly write up an article too. Plasma Screens: Containing stills that now make the campaign clear, presenting the facts and still retaining the website link. Radio: LSRfm can again get involved by using one of their current debate shows to discuss the unit campaign. 08

9 walking home alone? get the nightbus 09

10 4: activity & promotion Unit at the Freshers Ball A night of promoting unit The Freshers Ball is probably the biggest event that takes place at the Union, packed with around 4000 students wanting to have a good time. Many have just left home for the first time and are determined to join their peers in a night of drunken fun so what better place than to send in a team of unit marketers to promote the brand and assist the freshers in caring for their safety and helping with any drink related problems they may have? The team will be acting like a mixture of St. John s ambulance and a nightclub PR team. Each person will be briefed so that they can talk to freshers about drinking safely and answer any questions they may have about the scheme. The team will promote unit through various methods: T Shirts They will wear T-shirts sporting the unit identity in order to make their presence known. Promotional water bottles Each can be aided with alcohol survival packs, giving out bottles of water to the clubbers to encourage sensible drinking. Test Tubes Another idea is to sell test tubes similar those sold at night clubs but rather than having the usual shots of after shock or absinthe these will be filled with a fruit juice or smoothie. Pin Badges or Wristbands Trendy vintage pin badges or silicon wristbands with the unit logo can be given to clubbers to promote the unit website. Keepsake Business Cards Small business cards can be given out with useful phone numbers and facts to avoid issues like drink spiking and date rape. 10

11 Promotion of LUU nightbus Promotion of the safety bus can be done through the unit team encouraging smaller groups to get home safe. Personal Attack Alarms Personal attack alarms that are usually free from the Student Advice Centre may also be available from the team. 11

12 future development suggestions Similar to the Freshers Ball, a team could be employed to cover the summer ball and set up a stall there. Usually around 7000 students attend this event. A Detox Week may be feasible, similar to a recent event at the University called Healthy Week. This would occur near exam time in order to let brain cells regenerate and offer students alternative forms of entertainment and ideas for socialising without as much alcohol. Generally most events that are advertised include drinking alcohol but this week could promote other events going on in the Union that are alcohol free, for instance theatre productions, dance workshops, film screenings etc. Alcohol Free Otley Run The Otley run is a pub-crawl that is in direct competition to this campaign. It can involve stopping at anywhere between 10 and 20 bars and downing a drink in each one and moving on. They are usually organised as icebreakers by societies and halls of residence commitees. This PR involves sponsoring a society to take part in the first alcohol free Otley run. They are to join in at the busiest time of the year when fancy dress clad drunken students will be heading down Otley road towards the City Centre, as the sober society will follow on the same run. This will be covered by the Leeds Student newspaper as a witty article/publicity piece working in favour of the unit campaign. A photo opportunity at the end of the run contrasting the sober team with the drunken runners could prove to be a useful visual. Involvement of Outsiders Bars who are friends of the student body and want to show they care can also get involved with the campaign by housing the unit 1421 publicity material, beer mats etc. The Faversham, Hi Fi, Wire, Dry Dock and Creation are just a few of the usual places that have regular involvement with LUU societies. 12

13 you can visit the Unit1421 website at 13

14 contacts savva, Gerard Graphic Designer Leeds University Marketing t e g.savva@leeds.ac.uk battersby, Gaz Communications Co-ordinator Leeds University Marketing t e g.battersby@leeds.ac.uk barnicle, Thomas Public Health Manager Leeds NWPCT t e thomas.barnicle@nhs.net