activities) and holidays (healthy eating still feasible and tasty) fruits and vegetable ease and taste at school and community events Radio spots about $2,000 behavior change, compare results, and that of health department data to this year’s numbers to evaluate effectiveness, submit findings to partnership evaluators. coalition participation. as the campaign ends and that data, along with updated health dept. and other info, will factor into the evaluation EXAMPLE: “Friends Who Host Stand to Lose the Most – Don’t give people under 21 a place to drink” Media materials already created as part of larger campaign – stay on message by using same materials. We are letting people know they will be fined at a minimum for providing a location for underage Social Media (Facebook and Twitter – minimally) Print Ads utilizing the 6 X 2 strip and logo for online with the Boyd Street, OUDaily Solo Cup cards – distribute at retail locations and bars in area Social Host Stickers – distribute through Sticker Shock campaign Full calendar year with emphasis on school semesters and key target days Develop a Facebook account, possibly have an established youth group manage the social media efforts along with sticker shock initiatives Utilize PSA’s and advertisements from OPUBCO Coalition to work with campus officials for proper distribution Social Media – conducted by volunteers PSA – free; advertisements in OUDaily and Boyd Street ($3,000 X 12 a year for entire week each) Stickers - $100 for 1500; Number of “likes”, “shares” and “hits” for each social media site Random sample at end of each semester – either phone survey or email survey through campus email – increase in knowledge of social host law Number of reports of noise disturbances Youth Coalition – on campus youth or high school groups Adult coalition members, prevention program staff design survey and distribution methods, coalition can assist with actual calls and distribution Prevention program staff to write and release articles, August – beginning of semester – get coalitions mobilized; social media accounts; update weekly August – conduct on knowledge to develop a baseline August – Order supplies and materials September- Rush week;
drinking to occur. Fliers – posted in student union and around campus dorms, and mailed out to fraternal organizations approval – coalition members can hang fliers, etc. Coalition members can distribute fliers and network with local retailers and at events Brochures and fliers printed - $500 PSA’s and advertisements Coalitions can distribute fliers and marketing materials around campus and during events homecoming week December; spring break; St. Patty’s day, etc. identify weeks for advertising with coalition members Distribute Fliers two to three times per year. Use different materials from OPUBCO each time EXAMPLE: Inform the public of the risk of Rx Sharing with a call to action of utilizing Rx drug dropboxes. Provide explanation of dropboxes as well as locations. Assessment data showed that there is a perceived low risk of Rx sharing, few Newspaper Facebook Sonic Happy Hour Stickers Radio Television Newspaper: duration of project (monthly ads) Facebook: duration of project (weekly Happy Hour Stickers: December 2x/year Radio: every other quarter of the project year 5x/week Television: every other Newspaper: relationship with contacts, plan events to center earned media around, talking points, data about subscriber demographics, best spot to be featured in, etc. Facebook: account, increase followers, incentives for “liking” or Newspaper: time and effort Facebook: time and effort; possible in-kind donations for incentives Happy Hour Stickers: $500 for sticker design, $150 for printing Radio: time and effort Television: time and effort Newspaper: media scan, ideally survey subscribers for exposure and attitudinal and behavior changes, increased # of boxes, increased use Facebook: number of comments and “likes”, ideally survey members for exposure and Newspaper: [coalition member name], [staff name] Facebook: [coalition member name], [staff name] Sonic Happy Hour Stickers: [coalition member name], [staff name] Radio: [coalition member name], [staff name] Television: [coalition All needed data regarding peak times described below will need to be assessed in the first month of the project year. Newspaper: will depend on assessment of which days have best subscription rate, newspaper deadlines, etc., but on a monthly basis
citizens are aware of dropboxes, and there are too few dropboxes in region. quarter of the project year (opposite of radio) Goal of 2x/week during a peak viewing time (vary for different populations) messages, talking points Sonic Happy Hour Stickers: message development, graphic designer, relationship with sonic managers Radio: relationships, events to center earned media around, talking points, data about best air time, call-in show vs. recorded message, recording time (if needed) Television: relationships, message development, data, best outlet (interview, etc.) attitudinal and behavior changes, increased # of boxes, increased use Sonic Happy Hour Stickers: qualitative feedback from sonic staff, ideally survey customers attitudinal and behavior changes, increased # of boxes, increased use Radio: if call-in show – tally calls and categorize calls by type (favorable, unfavorable to issue, etc.) and tally, qualitative feedback from radio staff, ideally survey listeners for exposure and attitudinal and behavior changes, member name], [staff name] Facebook: research peak use time for FB users (locally if possible or based on your own “friends” do a scan for peak use), post weekly based on this data. Sonic Happy Hour Stickers: assess best day and month for highest customer volume during local Sonic happy hours – pick the two best months from this data and do two campaigns in these months on the best day (from data) for that month Radio: will depend heavily on the format decided upon (develop spots, use call-in shows, coverage
increased # of boxes, increased use Television: if applicable – qualitative feedback from television staff involved (report of viewer response, etc.), number of viewers (if available), ideally survey viewers for exposure and attitudinal and behavior changes, increased # of boxes, increased use of an earned media event, etc.); this section will be revised in month one after data is collected. Television: will depend heavily on the format decided upon (develop interviews on local channels, coverage of an earned media event, etc.); this section will be revised in month one after data is collected. EXAMPLE: 10% of Cleveland and McClain County tobacco retailers attempt to sell tobacco products to minors. Emphasize the importance of 1.Letter to retailers 2.Earned media Year round 1. Quarterly - prior to each quarter’s RRVs 2. Quarterly - following the completion of each quarter’s RRVs 1a. Create a letter template. 1b. Comprise a list of tobacco retailers. 2a. Develop strategic partnerships with local written Staff time, printing and postage Staff time, media packet printing 1a. Increase number of calls requesting RRVs. 1b. Increase regional compliance rate of retailers not selling tobacco products to minors. 1a. RPC Director – Write letter 1b. RPC Prevention Specialist – print letters, print labels 1c. RPC Director – sign the letter 1d. SWAT/2M2L Youth – label Letters will be sent out on the first of each quarter Press Releases will be sent out and press events conducted upon completion of
being a family friendly business and doing the right thing. publications throughout the region. 2b. Identify and designate a local spokesperson 2c. Create a media packet with sample press release. 2d. Develop talking points for spokesperson 2e. Identify retailers who are following the law 2f. Identify a spokesperson among compliant retailers 2g. Submit press release to media outlets 2h. Schedule press event 2i. Invite local media outlets to press event. 2j. Conduct press event 2. Increase regional compliance rate of retailers not selling tobacco products to minors. 2b. Increase community awareness about the percent of tobacco retailers who sell tobacco products to minors. 2c. Increase community support of RRVs and compliant retailers. envelopes, stuff letters, stamp, mail 2a. RPC Director – develop relationship with local media 2b. RPC Director – Create press packet; write press release 2c. RPC Prevention Specialist – identify and train spokespeople 2d. RPC Director – develop talking points 2e. RPC Director – submit press releases; plan and coordinate press event 2f. RPC Prevention Specialist – monitor for the publications of the press release the RRVs for the quarter
EXAMPLE: Big Tobacco lied in its marketing efforts to teens (Possible use of Killer Fantasy campaign) In-school newspapers, Facebook, Twitter and radio ads Brainstorm Idea: explore a text messaging delivery option. August 2013 Campaign throughout the school year, using different photos and ad copy that support the message. Depending on the campaign, messages will alternate each month Schedule ads for each high school edition; 2-3 tweets per week on Twitter; 4-5 Facebook posts and one radio ad per semester (Fall semester will run outside holiday shopping season) Peer-to-peer delivery of messages will be the key. Utilizing prominent social media will happen through our existing SWAT teams. We will also need print ads and radio scripts from TSET; coalition members will write letters to the editor supporting the youth component. Newspaper ads ($2,500/year) with leverage on school PA system. Radio spots ($2,000/year) The rest of the cost is accumulated in person-hours spent implementing social media aspects and/or letter writing. Coalition members and SWAT youth will survey people in the age group on tobacco use and awareness before and immediately after the campaign and compare results with the most recent Youth Tobacco Survey. Consultation with OUE evaluation on the survey tool will be included. John Doe, Coalition Jane Roe, CX coordinator and Heidi Hoe, SWAT coordinator will jointly lead this targeted communication campaign. August – and campaign begin; baseline research Sept-Dec – Fall campaign implemented Feb-April – Spring campaign implemented May – End of year surveys conducted June-August – Evaluation and tweaking of communications plan for next school year