THE FOREVER YOUNG CAMPAIGN

CMM2120 Integrated Marketing Communications By Cecillia Setiawan, Tammy Wang & Kristie Lahey Assessment 2B - IMC Strategy Social Cause

Table of Contents
1. Introduction 2. Social Cause and Rationale 3. Campaign Target 3.1. Audience Profile 3.2. Audience Perception, Problem and Insight 4. Campaign Objectives 5. Campaign Idea 5.1. The Branding 6. Marketing Communication Strategy 7. Public Relations 7.1. Pop-up festivals 7.2. Performers 8. Internet 8.1. YouTube Competition 8.2. Facebook 8.3. Website 9. Advertising 9.1. Advertising Magazine 10. Support Media 10.1. Promotional Products 10.2. Advertising Flyer 10.3. Advertising Bus Shelter 10.4. Advertising Billboard 10.5. Advertising Promotional Festival Poster 11. The Tools we chose NOT to use 11.1. Direct Marketing 11.2. Sales Promotion 12. Measuring Success 13. Recommendation 14. References 2 3 3 4 4 5 5 6 7 8 8 10 10 10 13 15 17 18 20 20 21 22 23 23 24 24 24 24 25 26

1. Introduction

by Cecilia Setiawan, Tammy Wang & Kristie Lahey

Pg 2

Forever Young is a charity organisation that aims to generate awareness of the effects of sun exposure to the young adult population of Western Australia.

Our organisation aims to communicate in a forward thinking manner that is relevant to the lifestyles and popular culture of young Western Australians.

As the founders of the Forever Young organisation, we have constructed a strategy report for a campaign that we aim to launch in January 2013.

This report will discuss our campaign objectives and the various marketing communication strategies and tools that we have chosen to utilize, as well as propose how we would measure our campaigns success.

2. Social Cause and Rationale

Skin cancer is the most common cancer within Australia and despite knowing the statistics and dangers of excessive sun exposure, many young West Australians still fail to protect themselves against the dangers of the sun, admitting that they are more than willing to get burnt in order to get a tan (Cooch Creative, n.d.).

We feel that previous skin cancer campaigns have fallen short of connecting with the young adult demographic. We believe there is a need in the marketplace for a campaign that communicates the important message of skin cancer education and awareness in a language that young adults both understand and relate too.

3. Campaign Target

by Cecilia Setiawan, Tammy Wang & Kristie Lahey

Pg 3

Young West Australians aged between 14-29 make up the primary target of our campaign. They come from both genders and all ethnicities, regardless of whether they are single or married. We are targeting all classes of income status, ranging from students to blue collar and white collar workers. Geographically, our audience comes from Perths inner and outer suburbs.

3.1.

Audience Profile

Our target market is very image conscious. They are likely to be motivated by trends and opinions of popular culture and are very quick to embrace the latest trends in an ever-changing and fast paced environment.

Our target market enjoys actively socializing with friends and spending time in the out doors but also spends a lot of time socializing and networking via online media.

3.2.

Audience Perception, Problem and Insight

We have chosen to target this audience demographic because, as documented by the Cancer Council of Western Australia, 48% of West Australian adolescents continue to favor a suntan (Cancer Council Western Australia., n.d.) and whilst adults have in recent years become more sensible in the sun, the message just isnt getting through to adolescents and young adults of Western Australia (Cancer Council Western Australia., n.d.).

We understand that enjoying the outdoors and spending time in the sun is a favored pastime of our target market, but many young West Australians fail to protect themselves from the dangers of the sun, naively believing that skin cancer will not affect them, that having a tan is a more healthy and desirable look and that getting burnt is something worth doing in order to get a tan.

by Cecilia Setiawan, Tammy Wang & Kristie Lahey

Pg 4

We believe that social pressures, popular culture influences and the current Australian values, are strong motivators in the lifestyle choices of adolescents and young adults. Whilst the majority of our target market is aware of the risks of sun exposure, studies have shown that they need constant reminders to take the necessary precautions to protect themselves from the risk (Chartered Institute of Environmental Health., n.d.).

Using this insight we will arm our campaign with the right tools to call our target market to action and change their current behaviors in relation to sun protection.

4. Campaign Objectives
The Forever Young campaign is a public service initiative focused on making skin cancer messaging more appealing and culturally relevant to young Western Australians and shifting the current attitudes and behaviors young Western Australians have relating to sun exposure and protection.

This campaign aims to build the image and awareness of the Forever Young organisation and communicate the importance of sun protection in a language that will attract and engage the young Western Australian market and increase much needed support for the skin cancer research and the Forever Young organisation.

5. Campaign Idea
The big idea behind our campaign is the notion of being Forever Young.

by Cecilia Setiawan, Tammy Wang & Kristie Lahey

Pg 5

The name of our campaign Forever Young is quite fitting given the consequence of skin damage is premature aging of the skin and in some cases of skin cancer even premature death. We have also used the positioning statement Dont let the sun steal your youth that features in the majority of our printed advertisement mediums. We believe that our message of protecting or preserving ones youth is something our target audience will both value and resonate with, as our target audience is very image conscious and their lifestyle choices are so strongly motivated by image perception.

Our approach to this campaign will celebrate current Australian lifestyles and encourage consumer engagement through initiatives aimed at shifting attitudes relating to sun protection and sun exposure behaviors.

The Forever Young campaign will encourage consumer engagement through social media channels, an online viral video competition and a series of pop up festivals, as we believe these are the mediums most likely to engage a response with our target market.

5.1.

The Branding

The personality and tone of our campaign is fresh, youthful, contemporary and communicates in an energetic and youthful way that is both relevant and appealing to a young adult audience.

We have created the branding in order to attract our target market and communicate our message in a way that is visually appealing and understandable. The use of colour and the typography we created is evocative of skin, the beach, playfulness and summer.

by Cecilia Setiawan, Tammy Wang & Kristie Lahey

Pg 6

6. Marketing Communication Strategy

The Integrated Marketing Campaign (IMC) will heavily utilize five tools in a fixed time frame Public Relations (PR), Sales Promotions, Direct Marketing, Advertising, and Internet.

The intended time allocation runs over a seven (7) week campaign, which is depicted in the figure below.

Our plan of action is centred around a PR event which features a series of pop-up festivals. Clues to the locations of each festival will be released via facebook or outdoor poster mediums so that our target audience can find each pop up festival (refer to section 7.1 for further information in relation to Pop-up festivals).

by Cecilia Setiawan, Tammy Wang & Kristie Lahey

Pg 7

Coinciding with these PR events, we will also have an ongoing competition for which people can submit an idea for our YouTube advertisement.

The winner of the competition will then be given a chance to host the last (and biggest) festival of the series in their own suburb and granted a backstage pass to the concert.

Our campaign will also integrate support media such as promotional merchandise, magazine advertisements, promotional posters, flyers, bus shelter ads, and billboard advertisements.

7. Public Relations
7.1. Pop-up festivals

As the target market for this campaign have a short attention span and need to be attracted with unconventional methods of communications, we have focused on public relations as our key marketing strategy.

A fun and fresh marketing strategy is required to serve as a motivation (incentive) for the target market to participate in this campaign. In order to engage our target audience we have brought the Forever Young campaign to life by arranging a series of pop-up festivals. A pop-up event is an event that, as the name suggests, literally pops out of nowhere, without prior notice or advertisements.

This idea has drawn inspiration from a similar concept done by Heineken in some US towns. The campaign was called Occasionally Perfect Billboard in which Heineken built a billboard saying This billboard is occasionally perfect. Heineken then held surprise concerts at the billboards location featuring local bands (Heineken, 2011).

by Cecilia Setiawan, Tammy Wang & Kristie Lahey

Pg 8

Heineken Lights Occasionally Perfect pop-up concert in New York, 2011.

Conforming to our target markets preferred form of pastime, the event will revolve mostly around a live music festival. Besides a concert, the festival will also exhibit a variety of merchandise stands where people can purchase promotional items (Please refer to section 10.1 for further information in relation to promotional items).

To add uniqueness to our event and build a buzz around our campaign, our audience is only going to be informed about the location and time of the first concert, which will be advertised via street posters.

The following three festival locations will be kept secret from our target audience (although they will be made aware of the time via facebook). Clues about these events will instead be released via social media that will contain hints relating to the whereabouts of the next festival, turning the campaign into a treasure hunt of sorts.

These clues can take form in anything from riddles to codes and will lead the audience to the X-spot where the festival awaits them (to be discussed further in Advertising section of this report).

by Cecilia Setiawan, Tammy Wang & Kristie Lahey

Pg 9

To increase the likelihood of people attending the festivals, the campaign will be done in a very specific time allocation, as discussed below: The campaign will run for several weeks throughout January and February. We have chosen to run our campaign over these months because people tend to be more health conscious in January compared to in any other month of the year (Scholderer & Trondsen, 2008), and because it is summer time, which coincides with our campaigns cause. Each festival will be held once every fortnight on a Saturday afternoon. A concert held on a weekend will mean more visitors, and to relate to the cause it obviously must not take place during night time. There will only be a series of four festivals. The first festival, however will not be a pop-up event. We will let the audience know the time and place as an incentive for them to help jump start the campaign. Later on after the first festival is over and people are filled with euphoria of it, the audience will be informed that a few others events will be held but it will be up to them to find where. The fourth and last concert will be part of a competition held to increase audience participation. (This part will be discussed further in the Internet section of our report).

7.2.

Performers

The artists performing at the events must be high profile and share a similar target audience to ensure the success of our pop up festival.

8. Internet

8.1.

YouTube Competition

We realise that young adults can at times be apathic of social cause campaigns, thinking that such issues are not likely to directly effect their lives

by Cecilia Setiawan, Tammy Wang & Kristie Lahey

Pg 10

nor cool enough to be cared for. Hence, we recognise the need to include even more participation incentives in our campaign.

We believe a competition will assist in drawing the attention of our target market. Story telling will be the core concept for this competition. We are going to create a series of pick your own ending YouTube videos, using a YouTube tool called Annotations. The idea is inspired by an interactive online film done by Drop the Weapons in 2009, a United Kingdom-based organisation focused on reducing the level of gang crime in the streets of England (Drop the Weapons, 2009). A series of interactive videos will be created and posted on Forever Youngs YouTube channel. People will be able to follow the mishaps of a young adult during one summer and decide his/her next actions regarding certain lifestyle choices relating to sun exposure and whether to get a tan or not.
Screenshot of an interactive part of the video.

by Cecilia Setiawan, Tammy Wang & Kristie Lahey

Pg 11

The choose your own adventure type narrative, will end in one cliffhanger (refer to E in the diagram below) for all story lines. It is the competition participants who will write storyboard for the conclusion of this narrative, which they can submit on our website in order to enter the competition.

Referring to the diagram, figure A can be seen as the storys starting point, B1 and B2 are the alternative continuations of the story, and so on, until it ends at E and then the audience can write their own ending.

by Cecilia Setiawan, Tammy Wang & Kristie Lahey

Pg 12

Voting will be enabled on the Forever Young website as a way to encourage participants to spread the word about the campaign to their friends in order to get them to vote. This is one way to harness the power of word-of-mouth and viral internet share, which means our own audience will promote the campaign without us having to spend some extra cost. Not only this strategy will secure more audience participation, and educate our audience about the effects of sun exposure, it will also generate a public figure (the winner of this campaign) who will endorse our cause, and give free promotion through wordof-mouth.

Referring back to the timeline, the competition part of the campaign ends as soon as a winner is determined and crowned. The next stage then starts immediately afterwards which is the final and biggest festival event, hosted in the winners backyard. Not only does the winner get to host the concert and get a backstage pass to hang out with the performers, the storyboard he has created will also be put into production to secure an end to the viral video campaigns narrative.

8.2.

Facebook

by Cecilia Setiawan, Tammy Wang & Kristie Lahey

Pg 13

As previously mentioned, we are going to gain word-of-mouth & viral impact via the YouTube competition. We have also built a specific public page on the other giant social website, Facebook, in order to further engage and interact with our audience and encourage them to share our campaign with others.

Based on the research of Adweek magazine, Facebook is the No.1 popular web site among Internet users (McCellan, 2009). We believe that by continually updating the audience with the latest news and information via Facebook is a successful way to spread awareness of our campaign and reach our target audience.

Through the Facebook timeline design, not only will the newest information be disseminated to the public, but we will also create buzz and gain consideration from our target audience.

by Cecilia Setiawan, Tammy Wang & Kristie Lahey

Pg 14

For example, post and comment boards are considered particularly useful for providing information in evaluating brands and products. Therefore, we can adjust our campaign plan according to first time feedback from our participators.

The Facebook site will have a fundamental role in our Public Relations events as our Facebook page will host the all-important clues as to the whereabouts of our pop-up festivals.

8.3.

Website

We recognize that the Internet is certainly a major channel for marketers to communicate with consumers, especially those consumers within the age group that we are targeting (14-29).

The official Forever Young website offers the public educational information about the effects of sun exposure, generates public interest and encourages feedback from our audience.

The website will also serve as a platform that integrates other Internet sources such as our YouTube page, Facebook page and other relevant online articles.

A website is defined as a place where users of the Internet can get information from providers (Connolly, 2000). With a goal to make a successful working web site, our official web site clearly exhibits its content in four sections. These four sections (home page, about us, get involved and contact) will guide visitors to gain a greater understanding of our campaign, skin exposure education, and the opportunity to engage with all of our campaign strategies.

by Cecilia Setiawan, Tammy Wang & Kristie Lahey

Pg 15

The home page provides the viewer with some visualized images and brief summary of information in a obvious position to attract visitors attention. By clicking onto those four small labels which are on the top of this page, visitors could directly view their interested information.

The introduction page (About Us page) provides purpose only information. In terms of the property of Forever Young campaign, it is necessary to offer a convincing introduction, as well as provide references and data to make visitors pay attention on this serious issue. Our Get involved page lists four activities of participation. Each picture and subtitle will link to the specific website, which could help combine different communication tools of this campaign together.

by Cecilia Setiawan, Tammy Wang & Kristie Lahey

Pg 16

The website will also serve as an additional platform from which the audience can gain clues about the festivals locations. On the later stage of the campaign, it will also be used for competitions participants to submit their entries to.

9. Advertising

Marketing categories/ Advertising

Marketing social change (Social marketing) Increase support Decrease exposure

Corporate ad

by Cecilia Setiawan, Tammy Wang & Kristie Lahey

Pg 17

Recruitment ad Industry ad The Forever Young campaign is a social marketing campaign.

Our campaign aims to build Brand ad (Image) Brand ad (Sales) Direct Response ad Retail ad Co-op ad Public Service ad organisation. We also hope to gain a new generation of supporters for our upon the image of the Forever Young organisation and generate awareness.

In doing this we hope to increase the use of sun protection and decrease the rate of cancer due to excessive time spent in the sun without sun protection.

9.1.

Advertising Magazine

Our magazine advertisements will run in specific magazines that reach our target audience, such as Girlfriend, Yen, Waves, Frankie, Zoo, Express Magazine and Drum Media.

by Cecilia Setiawan, Tammy Wang & Kristie Lahey

Pg 18

Our printed advertisement will act as a strong visual statement in communicating our message of the dangers of sun exposure and encourage our audience to rethink their lifestyle choices relating to sun protection.

Our ad features a shadow in the reflection of a pool, yet there is nobody standing by the pool in order to cast this shadow. Instead there is just a pair of sneakers that suggest the person has disappeared, leaving behind their shadow as a permanent reminder that they lost their youth to the effects of the sun.

Accompanying this visual is our positioning statement Dont let the sun steal your youth. We believe that in collaboration, both the image and positioning statement create a strong message about the possible effects of sun damage. We have used this advertising approach because many young Western Australians believe that having a tan is a more desirable and attractive look and that getting burnt is something worth doing in order to achieve a tan.

As our target audience is very image conscious we believe that preserving

by Cecilia Setiawan, Tammy Wang & Kristie Lahey
Pg 19

youth is a message that our target audience will resonate with and we hope will aid in shifting current lifestyle choice behaviors.

The advertisement also provides a website address and QR code that directs the audience to our website where they can find out more about our campaign and sun exposure education.

10.

Support Media

With a goal to reach Western Australias young adult population we have incorporated printed advertising mediums designed to support our campaign and raise awareness of the effects of sun exposure.

Our printed advertising material will communicate our brand message in a youthful, fresh and contemporary tone, as it is important for our company to ensure that we are relevant to our target market and communicate in a language that is appealing and understandable to them.

Support media will include: Promotional Products, promotional posters, flyers, bus shelter ads, and billboard advertisements that will run throughout the seven (7) week period of our campaign.

10.1. Promotional Products

The Forever Young campaign will also incorporate promotional merchandise that is branded with the Forever Young logo. The merchandising products will also be branded with a Quick Response (QR) code, that when scanned with a smart phone, will link the owner to the Forever Young website.

by Cecilia Setiawan, Tammy Wang & Kristie Lahey

Pg 20

It is important that the merchandise we choose to incorporate is appropriate to our campaign message and that our products are of high quality, as this ensures that the user will continue to use the merchandise even after the campaigns completion and serve as a reminder of our campaign message. As such we have chosen to create our Forever Young SPF 30+ sunscreen and beach towel.

These promotional merchandise products will be awarded as a prize to all participants of the YouTube competition, creating further incentive for people to engage with the campaign.

These products will also be offered for sale on our website and during our series of Forever Young Festivals. All proceeds will go to skin cancer research.

10.2. Advertising Flyer

A postcard-sized flyer has been created as promotional material that will be

by Cecilia Setiawan, Tammy Wang & Kristie Lahey

Pg 21

handed out by promotional staff at our pop-up festivals. This flyer serves as a take home reminder of our campaign message and provides the reader with a small amount of educational information and a link to our website.

10.3. Advertising Bus Shelter

Bus shelters act as a great way to reach our target audience because many young adults and adolescents frequently use buses as a means of transport and when

by Cecilia Setiawan, Tammy Wang & Kristie Lahey

Pg 22

waiting for a bus to arrive have the time to absorb the content of an advertisement.

We will utilize bus shelters that are located close to high schools and universities and within the Perth central business district, as these sites are more likely to reach our target audience.

10.4. Advertising Billboard

We will also utilize outdoor advertising on billboard space located near high traffic areas such as the Perth Central Business District, train stations and locations close to Perths most favored beaches.

10.5. Advertising Promotional Festival Poster

We have also created a street poster that will promote the first pop up festival.

This poster will be displayed during the first week of the campaign, prior to festival, and displayed around Perths universities, high schools, cafs,

by Cecilia Setiawan, Tammy Wang & Kristie Lahey

Pg 23

beaches and other areas within Perth with a high frequency of foot traffic.

This will be displayed for the first week only as the location of the remaining 3 festivals will be leaked via clues on Facebook.

11.

The Tools we chose NOT to use

11.1. Direct Marketing

Whilst direct marketing has proven successful for many charity organisations in the past, the Forever Young organisation is committed to communicating public service initiatives using outside of the box approaches.

Yes. That means no ribbons or door knocking appeals required.

We felt that direct marketing would not effectively engage our target market and would be a little out of place with the rest of our campaign.

Our organisation aims to speak boldly to the unique needs of young Western Australians in an age appropriate and lifestyle-tailored manner.

11.2. Sales Promotion

The Forever Young organisation is ultimately a service provider and because it is not a sellable or tangible product that we are campaigning, we felt it unnecessary to utilize any Sales Promotion strategies.

12.

Measuring Success

To monitor and determine the success of our campaign we will measure the following:

by Cecilia Setiawan, Tammy Wang & Kristie Lahey

Pg 24

PR traffic: By surveying the festivals' visitors. That way, not only we can figure out the number of visitors, we can also give them questionnaires to fill in regarding their response and perception of the campaign.

Comparing sales: The main aim of this campaign is to increase sun protection awareness. Therefore, the success should be seen through an increase in sun protection items sales, such as sun screen lotion, beach towels, etc.

Merchandise sales: At our events, sun protection items will also be sold. Measurement can be done by counting the number of items we sell.

YouTube engagement: Count the number of entries/submissions we recieve for our youtube competition. Facebook: The number of fans our Facebook page has. Being a fan is necessary for the target audience to be able to get their hands on the pop-up festival clues.

Website hit metrics: The number of visitors our main website and participating websites have. Again, it is necessary for the audience to visit these pages as to get clues of the festivals' whereabouts.

Surveys: Post campaign, internet or face-to-face surveys can also be done through surveys as to see if the campaign has changed young adults' perception of sun protection effectively. We can test their awareness of the brand and perceived values. The statistics can then be compared with the pre-campaign statistics.

Organisation Support: We will monitor whether or not we recieve an increase in donations to our charity organisation.

13.

Recommendation

We reccomend that the stragies outlined within this report are implemented in January of 2013. It is also recommended that a detailed media buying and

by Cecilia Setiawan, Tammy Wang & Kristie Lahey

Pg 25

plannning report be developed and that funding be souced from both government and key sponsers in order to insure the successful implimentation of this campaign.

14.

References

A Different Ending. (Drop the Weapons). (2009, 3 July). Choose a different ending: start [video]. Retrieved 15 May 2012 from http://www.youtube.com/watch?v=JFVkzYDNJqo

Cancer Council Western Australia. (n.d.) What is skin cancer? Retrieved from http://www.cancerwa.asn.au/prevention/sunsmart/what-is-skin-cancer/

Cancer Council Western Australia. (n.d.) Dark side of Tanning. Retrieved from https://www.cancerwa.asn.au/prevention/sunsmart/mediacampaigns/dar ksideoftanning/

Cooch Creative. (n.d.) Department of Commerce Cancer Council retrieved from: http://www.cooch.com.au/6/case-studies

by Cecilia Setiawan, Tammy Wang & Kristie Lahey

Pg 26

Chartered Institute of Environmental Health. (n.d.). Skin cancer. Retrieved from http://www.cieh.org/policy/skin_cancer.html

Connolly, D. (2000). A little history of the world wide web. Retrieved from http://www.w3.org/History.html

Heineken USA (Heineken). (2011, 19 August). Heineken Light - Occasionally Perfect Billboard NYC [video] Retrieved 15 May 2012 from http://www.youtube.com/watch?v=v09SEHWpF74

McCellan, S. (2009). Is Facebook getting uncool for 18-24s? Retrieved from http://www.adweek.com/news/technology/facebook-getting-uncool-1824s-100908

Scholderer, J. & Trondsen, T. (2008) The dynamics of consumer behavior. Appetite, 51(3), 576-591. doi:10.1016/j.appet.2008.04.011

by Cecilia Setiawan, Tammy Wang & Kristie Lahey

Pg 27