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Agency Overview Executive Summary

Situation analysisIndustry & Competitive Analysis

Brand Analysis & SWOTTarget Market

Brand ArchitectureCampaign & Communication Objectives

Creative BriefCopy testing

Timeline for creativeMedia Objectives Media Strategies

FlowchartBudget

Mission Accomplished & Future RecommendationsClosing

Project Volition

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Projekt V

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W e a r e a n i n t e g r at e d m a r k e t i n g c o m m u n i c at i o n s f i r m t h at s e r v e s a s t h e m at c h m a k e r b e t w e e n a b r a n d a n d i t s c o n s u m e r s . I n o u r w o r l d , a b r a n d i s b r o u g h t t o l i f e b y i t s c o n s u m e r s , n o t b y i t s p r o d u c t s .

At V e r i ta s , w e p l e d g e t o s p e a k i n a v o i c e t h at r e s o n at e s w i t h t h i s p o w e r f u l g r o u p a n d i n s p i r e t h e m t o t u r n y o u r b r a n d i n t o s o m e t h i n g g r e at .

B e c a u s e w i t h o u t t h e m , i t I s n o t h i n g .

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The Century Council has an outstanding reputation among college and university administrators. It is a respected resource in the area of college drinking behaviors. Throughout the years The Century Council has consistently provided hands-on tools to help administrators address alcohol over-consumption on campuses nationwide. However, there is something still lacking. A missing link, if you will.

That link is the students.

Through extensive research, Veritas discovered valuable insights about the alcohol education industry and its perceptions among college students. Our research provides us with a deeply resonant understanding of our target’s motivations, values and beliefs regarding college-drinking behaviors. We also discovered our target market, Movers, students who strive for change in the college drinking culture and wish to be a part of it.

The Century Council is the driving force behind that change.

Our research reveals three key findings about our audience. First, Movers do not respond well to preaching or belittling. To them, anything distributed by college or university administrators takes on this tone. Second, drinking is a social activity where friends are the most influential factor. Third, Movers value their individuality. While they want to be a part of something, they don’t want to lose the essence of themselves. Taking these insights into consideration, Veritas designed a fully integrated campaign that speaks to individualism with a surprising twist.

It can only be described as a movement.

Movers are intelligent. To be effective, we must be just as smart when executing our tactics. Spoon-feeding Movers information about over-consumption and its consequences will be rejected. Our approach is smart, witty and drips with irony. The movement doesn’t just inform, it challenges Movers to be individuals and to combat groupthink. It challenges them to speak up when they know they should.

Veritas has much bigger plans for The Century Council than simply reducing alcohol overconsumption. We created Project Volition, a 501(c)(3) charitable organization, sponsored by The Century Council, responsible for overseeing the process of the movement. Here’s the catch: We know Movers have a cynical view of messages stemming from administration, therefore Project Volition is a silent guide which reaches out strictly to college and university administrators, also known as Supporters. To specifically target Movers, we created another branch of Project Volition. This branch serves as the voice of reason. It reaches Movers and connects with them on their level. It challenges them to go against the grain and become individuals. It is the voice that asks them to join the movement.

Welcome to Projekt V.

Executive Summary

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similarities and differences of drinking cultures dependent on region ,

enrollment and environment the social and psychological factors that contribute to the problem of over-consumption

a national perspective on the college experience and the importance of

goals, values and traditions as they pertain to the experience

the distinct media habits of the target audience

Situation Analysis

Quantitative Online Survey. Veritas obtained information from a diverse sample composed of 404 college students across 33 states. The focus was specifically related to college experiences, online media usage, individual and campus alcohol consumption and respondent demographics.

Primary Research secondary ResearchData Audit. To gain a comprehensive understanding of our audience and how they perceive drinking culture, we referenced external articles, books and existing databases.

Creative Copy Testing. One four year university and one two year college were carefully selected for focus groups. These groups of students gave insight and organic reactions to the creative execution of this campaign.

Alcohol Deprivation. To further grasp students’ understanding and emotional attachments to alcohol, 45 students participated in a week-long alcohol deprivation study. During this week, students abstained from all alcohol and kept a daily journal on the feelings they experienced, alternative activities they participated in and how they coped in drinking environments while abstaining.

Ethnographic Observation. In order to effectively target college students, Veritas researchers observed college behavior in its natural setting. Over the course of three consecutive weekends, Veritas witnessed the life of 10 college students, their media habits and their alcohol consumption.

College Profiles. During this study, particular drinking behaviors, social cultures and campus alcohol policies were compared and sub-segmented by region, enrollment, location and type of college. We profiled 10 colleges, two in each of the five geographic regions. Each school had over 10,000 students and either strong athletic programs or active Greek communities.

veritas' Research OBJECTIVES

Veritas' research methods

Understand

Comprehend

Obtain

Explore

v e r i tas ' r e s e a r c h

• 9 6 % o f c o l l e g e s t u d e n t s s u rv e y e d sa i d f r i e n d s a r e i m p o rta n t i n i n f l u e n c i n g d r i n k i n g b e h av i o r

• 8 3 % b e l i e v e t h e y h av e c o n t r o l o v e r t h e i r o w n d r i n k i n g h a b i t s

• 8 9 % F e e l t h e y d r i n k n o m o r e t h a n t h e i r p e e rs

• 74 % a d m i t e x p e r i e n c i n g at l e as t o n e n e g at i v e e f f e c t ca u s e d by d r i n k i n g

• 9 8 % o f c o l l e g e s t u d e n t s u s e s o m e f o r m o f s o c i a l m e d i a

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• Friends are the most influential factor in others’ drinking behavior• Respondents over the age of 21 go out more often, but drink less per sitting• The more often a college student goes out, he or she is less likely to report the negative

effects of drinking• Individuals who abuse alcohol have a tendency to be more extroverted, impulsive,

rebellious and less likely to conform to other behavioral norms• Men have a higher tendency to participate in risky behavior than women

Behaviors & Personalities

Perception of Drinking Behavior• Alcohol consumption among college

students is considered a ritual activity• Students think they are invincible and

believe that the negative consequences associated with over-consumption will never happen to them

• Students do not think they drink as much as their peers

• College students define “binge drinking” differently and often consider the number of drinks in two hours to be much higher than the actual definition

• While drinking is perceived to be strongly rooted in the college experience, receiving an education remains the foundation in terms of relative importance

• Alcohol acts as an excuse for bad behavior• Storytelling is a significant element in

the drinking culture

How to communicate with them• The best way to reach our target is

through their peers• Tactics that grow organically are

more accepted by students• Unconventional, non-traditional

tactics capture our targets’ attention• Highlighting negative consequences

and embarrassments will not change drinking behavior

key findings

Where to Reach them• Students are heavily involved

in college sporting events• Facebook is the only online vehicle

with mass-reach capabilities across campuses

I Ii Iii VI V

I Ii Iii IV

Binge drinking is traditionally defined as the consumption of five or more drinks in two hours by men and four or more drinks in two hours by women. As an individual reaches and passes this point, they are not as coherent and his or her surroundings become less clear.

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INDUSTRY ANALYSIS CA U S E - R E L AT E D CA M PA I G N S[ ]In a world that is striving for change companies and industries are eager to take on a position of responsibility. This trend of corporate social responsibility led to the development of thousands of cause-related campaigns, all aiming to change consumer behavior.

Every strong brand knows that convincing a consumer to change his or her habits isn’t easy, which is why the majority of cause-related campaigns choose emotional appeals to reach consumers. The type of appeal depends on several varying factors, such as the cause, the brand and the behaviors and personalities of the target market.

The success of these campaigns vary drastically. In order to be successful, the cause must have a strong call to action and the brand must be sincere in its efforts. Abstinence-only approaches are often unsuccessful because of the radical change they have on a consumer’s lifestyle. Therefore, the change must be easily accomplished and the benefits of changing must outweigh the costs.

Competitive Analysis

Keg parties are typically thrown by upperclassmen for underclassmen. With alcohol acting as a social lubricant, students are willing to branch out and meet their peers because they are more confident and relaxed. These interactions set an unrealistic standard for drinking because “anything goes.”

Bars serve as a social setting for many college students by providing them with nightly specials, which only last a certain amount of time. This encourages bar goers to drink more in a shorter period if they want to capitalize on the deals. An unique aspect of bars, in regards to college drinking, is that a number of schools have bars on or near campus. Therefore, students feel comfortable consuming more alcohol because home is just a stumble around the corner.

Sporting Events spur mass consumption among college students. Students associate drinking with these events because it amplifies their emotions and allows them to foolishly display their school spirit. Regardless of the outcome of the game, students drink heavily according to the mantra, “win or lose, we still booze.” Drinking at games brings students together and molds drinking into a group activity.

veritas' Research shows that larger drinking groups,

such as those at keg parties, are associated with greater

individual consumption.

Unlike most brands, The Century Council’s major competitor is not another product. Not even close. In fact, their competition is a much bigger threat. It is something that has been embedded in our culture since the beginning of time. It’s tradition. It’s expectation. It’s reputation.

College Reputation

Consumption Environments

Based on the traditions of our society and the impression of popular culture, students associate college life with drinking. This perception of college drinking influences students to believe that everyone around them is deeply invested in the drinking culture.

The college reputation did not appear out of thin air. There are certain environments in which these beliefs and traditions flourish. They exist on and off college campuses nationwide and are always in reach of a thirsty freshmen.

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The Century Council has little brand recognition among college students, which serves as both a strength and a weakness to Veritas’ cause. A major benefit is that The Century Council has no stigma associated with it. College students are not aware of the brand, so they do not have feelings one way or the other. This presents us with a great opportunity.

On the other hand, The Century Council name has a certain formality to it that many college students ignore or reject. Another point of contention presented with The Century Council is the level of disconnect it has with Movers. Thus far, The Century Council has not been effective in relating its message to students, which is extremely crucial for this movement.

Brand Analysis

• College drinking is a popular topic• Promoting moderate-consumption, not abstinence• The Century Council has an active presence and is currently involved

with passing new legislation to reduce underage drinking• Actively seeking a new approach to encourage responsible drinking

s t r e n g t h s

• Not credible among college students• Unsuccessful in connecting with college students• Funded by distillers, which portrays a conflict of interest• No readership incentive on The Century Council website due to outdated blogs• Campaign is altering college tradition

w e a k n e s s e s

• No reputation attached to The Century Council among college students, therefore they will be willing to take our message seriously

• First-year and incoming students are most impressionable• Non-traditional, social media and guerilla tactics provide great

opportunities to leverage a modest budget

o p p o r t u n i t i e s

t h r e a t s

SWOT

• Over-consumption is an expected and encouraged ritual in college • Message is contrary to what relevant third parties want. Administration

and legislation expect a zero-tolerance approach• Target audience is cynical of messages aiming to change behavior

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o v e r i n d u l g e rsStudents who overindulge frequently and see no risk associated with their behavior and do not plan to change

Veritas’ extensive research suggests Projekt V’s message is the most effective when directed toward students who are well-aware of the risks associated with drinking. They are the most impressionable to this type of campaign and prove to be our best target. From this point forward, these students will be known as Movers.

Movers are essential to the success of this campaign. Projekt V is not trying to create a new value among college students; instead, it reinforces one that already exists within Movers. Movers are fully aware of the consequences that accompany over-consumption. They know when enough is enough. They are social and enjoy going out with friends, and although they do not intend to partake in the behavior, they will occasionally overindulge as a result of social pressures such as groupthink. Projekt V empowers these students to stop drinking when they know they should and speak to their friends about risky drinking.

This is their movement.

Veritas knows that all college students vary when it comes to their beliefs and their emotions. However, when it comes to drinking they all fall into one of three categories.

a b s ta i n e rsStudents who abstain from alcohol and

avoid the drinking culture M O v e rs

Students who drink but recognize the risks associated with drinking

Target market

In short: Movers value individuality, disregard authority figures and are easily influenced by their friends

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Brand ArchitectureAs it stands, The Century Council’s current brand architecture has a disconnect between its audience and the message. Administrators and students are forced to seek out the message, adding another step towards adoption. While the website provides relevant and useful information, it lacks a driving force. Furthermore, The Century Council uses the same voice in speaking to administrators and students. Veritas’ research proves this technique is ineffective due to students’ disregard for information stemming from authority figures.

Establishing Project Volition as a 501(c)(3) charitable organization is essential.

Companies are able to receive a tax cut when donating to Projekt V, which appeals to current and potential partners. It also prepares the organization for future expansion.

Veritas feels strongly about using separate voices to speak to Movers and Supporters. This separation gives credibility not just to Project Volition and Projekt V, but to the messages they relay to their respective targets.

Current Brand Architecture

New Brand ArchitectureAdministrators & Students

centurycouncil.org

Students

Administrators

Projectvolition

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CAMPAIGN AND COMMUNICATION OBJECTIVES

Develop an integrated communications campaign to combat dangerous over-consumption of alcohol by college students, where each one of the components can be implemented independently, if needed, and still be effective.

Develop strategic partnerships on local, regional and national levels to ensure the success of this campaign.

campaign objective

1Reduce dangerous over-consumption of alcohol by 10% within the first year among college students on targeted campuses

Increase Projekt V’s awareness by 30% for students by the end of August 2010

Implement Projekt V on 10 college campuses in the 2010-2011 school year

communication objectives

Increase Projekt V’s operating budget through the monetary value of donations from strategic partners by 25% within the first year

Maintain current key partners while establishing new partnerships at local, regional and national levels

communication objectives

2campaign objective

A

B

c

A

B

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Creative BriefThis movement will empower students to think for themselves and not surrender to groupthink.

Create a fully integrated campaign that encourages students to combat groupthink, make responsible decisions while drinking and to spread the word among their peers.

Projekt V is the voice of reason among college students.

Drinking is an integral part of the college experience and it’s something everyone participates in.

We want them to think for themselves. They need to act independently, carry the movement forward, and most importantly, stand apart from the group when they know they should.

Participating in groupthink leads to alcohol over-consumption and negative consequences.

Project Overview

Creative Objective

Brand Positioning

Movers. College students, ages 18-24, who drink, but are aware of the risks associated with the behavior. Most importantly, they have the power to influence their peers and take the movement to the next level.

Tone and Brand PersonalityProjekt V is satirical and edgy; it encourages intellectual engagement through an ironic and challenging tone. It’s something Movers crave.

Target Audience

Current Perceptions

What We Want Them to Think

Reason for Believing

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copy testing

• Students’ interpretation of the message¨• Overall appeal of the message• The degree to which college

students view these posters as “provoking” and “empowering”

• Was the message meaningful?• Was the message clearly understood?• The level of motivation to go to Projekt-V.com

Immediate reactions revealed the posters were too busy. The tagline, “Give In,” spurred intensely emotional conversation among participants. Despite this, they quickly picked up the irony. That was when we knew we had them. All we needed to do was fine-tune the message and make it easier to understand.

Round two of copy testing reinforced our beliefs. The small changes were well-received and our findings were consistent among two-year colleges and four-year universities.

research design

Findings

In order to obtain creative feedback, Veritas conducted two separate focus groups, one at a four-year university and one at a two-year college where participants were shown the Projekt V creative execution. Specifically, we wanted to understand:

"the irony is most appealing."

"it sends a better message. It's not saying don't drink, it's saying don't binge drink. It's saying just be smart about it."

"People shouldn't feel like they have to be like everyone else."

"It's saying 'give in' sarcastically. That's why it's creative. This is a bold step, and I think it will work."

"It doesn't want to be like the rest of the anti-drinking advertising because those are ineffective. This is a new approach."

The movement begins.

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Timeline for Creative

Phase one introduces the iconic power of Projekt V as a teaser. All tactics feature Projekt V’s logo and URL to peak Movers’ curiosity, leaving them desiring more.

The Takeover. Projekt V stickers and posters containing our URL, www.projekt-v.com, and our logo appear in abundance at music-related events throughout each region. These materials are meant to be stolen by Movers. This is an intentional tactic in order for students to adopt it and make it their own.

Events by regionMidwest

• Lollapalooza(Chicago, IL)

• Summerfest (Milwaukee, WI)

• Common GroundMusic Festival(Lansing, MI)

Northeast

• All Points West(New York, NY)

• Popped Music Festival(Philadelphia, PA)

Southwest

• Rocklahoma(Pryor, OK)

• Country Jam(Grand Junction, CO)

Southeast

• Essence Music Festival (New Orleans, LA)

• Bonnaroo(Manchester, TN)

The Countdown. In each of the 10 cities, Projekt V purchases ad space on the exterior of one prominent building, which projects Projekt V’s logo and a countdown to the campus ambush and homepage takeovers.

The Organized Vandals. To build awareness Projekt V purchases 20 billboard and transit shelter spaces per city and fills them with placeholder ads. These advertisements are then intentionally vandalized with the Projekt V logo. To ensure consistency, Projekt V hires a graffiti artist in each city to execute this tactic.

The Person Behind the Curtain. Projekt V’s Community Manager acts as a ghostwriter to handle social media sites to ensure Projekt V’s presence in the virtual community. He or she sparks conversation about Projekt V on sites such as Facebook, Twitter and Yahoo Answers.

Phase 1: Whispers of a Movement

selected cities• Ann Arbor, MI• Athens, GA• Austin, TX• Avondale, AZ• Boulder, CO• Knoxville, TN• Minneapolis, MN• Pittsburgh, PA• Portland, OR• Syracuse, NY

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Messages during phase two use irony to challenge Movers and subtly tap into their intellectual interests. They drive Movers to the Projekt V website where they adopt the movement.

Brains Away. The countdown is complete. The website is launched and homepage takeovers are happening on Yahoo!, MSN and Pandora Radio. Projekt V is in full swing and is launching phase two of the movement. With permission, the launch takes place at the 10 selected campuses across the nation. To ensure media coverage, the Media Liaison notifies local news stations prior to the event.

At 2:00 p.m. EST on the second Wednesday in September 2010, a helicopter hovers over high-trafficked quads and releases 5,000 foam brains attached to parachutes. For immediate brand recognition, the Projekt V logo is on the inside of the parachutes. All brains have the Projekt V URL. A small percentage also have a promotional code, which gives students the chance to win Projekt V posters, stickers and T-shirts. One student on each campus wins a Nintendo Wii.

To push viral marketing, Projekt V hires a small film crew to record the ambush which the Community Manager later places on YouTube and www.projekt-v.com.

One hour after the event, Projekt V’s cleaning crew ensures each campus is clean and rid of any evidence of the air drop.

Launching the Movement

PHASE 2:

Avondale Community College, Avondale, AZ

Dunwoody College of Technology, Minneapolis, MN

University of Colorado - Boulder, Boulder, CO

University of Georgia, Athens, GA

University of Michigan - Ann arbor, Ann arbor, MI

University of Tennessee, Knoxville, TN

University of Texas - Austin, Austin, TX

University of Pittsburgh, Pittsburgh, PA

University of portland, portland, OR

Syracuse University, Syracuse, NY

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" It's empowering. You're giving power to the people it applies to. "kevin m., 19, milwaukee Area technical college

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See. Web visitors view and upload videos and pictures of Projekt V’s tactical executionsSpeak. Movers make the message their own by purchasing Projekt V promotional materialsListen. Movers learn about the availableinternship programLearn. Students are provided with a definition of binge drinking, ways to say no, how to help a drunk friend and a list of alternative activitiesMove. Visitors track the Projekt V tour and submit thoughts on drinking for PostSecret postcards

5 Brand Managers

Hourly Ambush Staff

2 Sponsorship/Partnership Coordinators

1 Administration Liaison

1 Media Liaison

1 Community Manager

1 n.p.o. executive director

The Mover Managers

Hear the Voice. Propaganda posters push Movers to the website by featuring ironic messages such as “Follow the Liter” and “We’ll Handle it.” They are plastered in high-trafficked student areas. The satirical tone and memorable imagery of these posters challenge Movers to decipher the message and combat groupthink. The power of these posters lies within the audience.

Accept the Voice. Now that Projekt V is launched, promotional materials with the logo and message are for sale on www.projekt-v.com. The ability to purchase materials allows Movers to adopt the message and serve as vehicles to spread it among friends. Promotional materials include T-shirts sponsored by American Apparel as well as posters and stickers.

Be the Voice. Students with an interest in Projekt V apply for an internship on their campus. Interns are the voice of reason at their college and assist regional Brand Ambassadors in executing Projekt V tactics that fit their school’s drinking culture. In order to execute tactics effectively, each intern is supplied with a customizable intern kit. These kits provide the interns with guidance on how to talk to their peers and spread the message.

Th e website serves as th e h u b of Proj ekt V an d stri ctly targets stu dents. Th is is th e place wh ere stu dents learn more about Proj ekt V's m essage, choose to adopt it an d i m plem ent it on th ei r cam puses.

The Center of Everything. At this time, www.projekt-v.com is fully functional and visitors are exposed to Projekt V’s message. The website has the following information:

After the airdrop and launch of Projekt-V.com, Projekt V’s message is a significant presence on the 10 targeted campuses. Brand Ambassadors are building regional databases of students invested in the movement and looking to get involved.

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movers take the Movement

Moving the Schools

The logistics. Projekt V is on tour. The tour is a cross-promotion with Chevrolet, who just unveiled its newest car, the Volt. Projekt V uses two Volts during the tour, which are wrapped with dry-erase material, allowing students to leave their message with Projekt V as it tours the country. To further reduce the price of this tour, Projekt V partners with BP gas and the Wyndham Hotel Group to receive 30% off gas and 50% off hotel accommodations. The purpose of the tour is to bring an educational component to students on campus.

Moving a Tournament

In order to combat pervasive drinking in college sports, Projekt V has a presence at the 2011 Final Four in the NCAA men’s basketball tournament. In both games, Projekt V purchases 200 seats opposite of the student section. The seats purchased form a shape of a “V.” Veritas utilizes The Century Council’s standing partnership with Big Brothers Big Sisters to fill these seats. Bigs and Littles attend the game and wear Projekt V shirts. This gains attention through nationally televised programming on ESPN and shows Movers they are not alone.

Moving the nation

To spread the movement, Projekt V is also partners with PostSecret. Projekt V provides students with pre-paid, addressed postcards to share their thoughts on drinking. Postcards are available through the Projekt V tour, new student orientations and Projekt-V.com.

The Brand Manager filters through these postcards, and uses the most powerful, moving and resonating stories for the next installment of the movement. Select stories are featured on PostSecret.com and on the Projekt V website. They are later compiled and placed in a PostSecret book which is distributed to participating universities. Postcards are also made into posters and placed around campus. This partnership allows Movers around the nation to connect with one another through Projekt V.

Phase three reinforces Projekt V’s reputation as the powerful voice of reason. It demonstrates Projekt V’s national presence. Each of these tactics can be executed independently of one another.

PHASE 3

What it entails. Projekt V arrives on campus and makes their presence known by laying out thousands of toys in each quad. Messages such as “think for yourself” and “stand out from the crowd” are printed on each toy. Students have the opportunity to receive promotional materials, explore the website, speak to Projekt V representatives about over-consumption and sign the Projekt V car.

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Media ObjectivesVeritas developed a comprehensive media plan to engage our target by using nontraditional and traditional media outlets. Based on our research, our media decisions reflect the different ways Movers and Supporters are influenced by information. For Movers, we chose placement that ambush all aspects of col-lege life. For Supporters we took a more conservative approach and utilized tra-ditional media. The movement begins with ambush marketing to excite Movers and simultaneously gain the acceptance of the Supporters.

• Focus media spending during relevant periods for both Supporters and Movers in each medium

• Create buzz and establish the brand in the beginning to ensure recognition

• Use simple tactics

Phasing

Continuity• Push guerilla tactics in the beginning of

the campaign to generate buzz and brand recognition among Movers. Meanwhile, utilize traditional media to target Supporters

Geography• Reach audiences based on geographic

location. The country is divided into five regions in order to keep the messaging specific and relevant

• Target cities and influential institutions that gain national recognition

• Engage target with a national campaign with local and regional tactics that emphasize a consistent message

The Organized Vandals.

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Media StrategiesInternet• Use events and guerilla tactics that use a call to action to access the brand’s website,

which serves as the hub for all communication throughout the entire campaign

Strategy

Rationale•A website is essential to the success of this movement. Movers spend a majority of their time online and the Internet is their main source of information. The website serves as the hub for Projekt V and connects Movers around the country

Print PublicationsStrategy• To reach Supporters in traditional media to inform them about the movement

• By utilizing credible trade publications to deliver the message, Supporters will be reached through media they already consume

• By having a presence at conferences and other events that Supporters attend, the brand is able to demonstrate how the message is relevant to them

Rationale

Non-TraditionalStrategy• Use consistent and distinguishable guerilla tactics that demand Movers’ attention

Rationale• The Projekt V tour reaches out to Movers on their campuses. Maintaining a presence at sporting events when consumption is high allows the brand to deliver its message while groupthink is taking place. The cross-country tour will also create strategic relationships with non-participating schools that are utilized to extend the movement to a second year• Buzz and ambush tactics connect Movers present at the event with those who were not

able to experience it first-hand. This constant buzz and curiosity acts as a bridge between the regional and national events, creating a movement that resonates with all Movers in the country

ViralStrategy• To reach Movers who can’t experience or participate in Projekt V interactions first-hand

• Movers are already using social media to inform their peers. Even though some Movers may not directly experience the movement, viral components will inevitably expose them to it

Rationale

Partnerships. The brand comes to life with its partnerships. National, regional and local chains help enforce the brand’s personality

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FlowchartTr

ack t

he M

ovem

ent

SEPTAUG NOVOCT JANDECJULYJUNE FEB

START-UP COST

Website Development, ComputersOffice Space

ADVERTISINGPrint Ads in Higher Ed PublicationsFlash Drives for Press Kits

501 (c) (3) Registration, Lawyer Fees

Outdoor Transit SheltersBillboard

Homepage TakeoverGUERILLA

Brains Away - Air DropStadium Stomp Total

PROJEKT VMove Your FriendsT-ShirtsDecalsStickersPostersMove Your RegionWeb Database for Ambush StaffGiant V-FistsCleaning Crew

PROJEKT V TOUR2010 Chevy VOLTInsurance

Props

Cookout

ADMINISTRATIONSalaries Total: 9 Full-Time EmployeesIntern Expenses

MISCELLANEOUSContingencyPrinting and Production

Evaluation - Pre/PostTOTAL

MAR APR MAY TOTAL

Administration Conferences TotalAnnual Board of Directors Meeting

1 2 3 4 5 1 2 3 4 5 1 2 3 4 1 2 3 4 1 2 3 4 5 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 COST

$ 110,820.001 2 3 4

$ 6,569,800.00

$ 819,190.00

$ 301,050.00

Digital Cameras

StipendMini Hi-Fi Component System

$ 303,480.00

$ 980,250.00

$ 915,410.00

$ 10,000,000.00

1 2 3 4

$1,148,807.93 $1,953,789.30 $2,956,836.09 $1,721,775.99 $418,508.13 $317,469.70 $305,872.26 $186,756.96 $276,598.89 $276,598.89 $185,588.05 $251,397.81

1 2 3 4

Thunder Sticks

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Budget

Printing and Production $258,000.00 $258.00 Evaluation - Pre/Post $75,000.00 $75.00Contingency Balance $582,410.00 $582.41

Building Rent (Richmond, VA) 12 $5,500.00 $66.00Computers - Office 5 $1,519.97 $7.60 Computers - Interns 5 $1,519.97 $7.60 Computers - Tour 2 $1,519.97 $3.04Digital Cameras 5 $199.99 $1.00 Cost to register 501 (c) (3) 1 $576.00 $0.58 Lawyer Fees 1 $5,000.00 $5.00Website Development Freelance Designer 2 $10,000.00 $20.00

Move Your Friends Posters 50,000 $0.75 $37.50 T-Shirts 25,000 $2.75 $68.75 Decals 50,000 $3.50 $175.00 Stickers 50,000 $0.15 $7.50

Start Up Fees

Advertising/Community Relations

Print ads in Higher Ed Publications 600 $500.00 $300.00 Flash Drives for Press Kits 300 $10.00 $3.00School Newspapers (Full 4/C) 30 $560.00 $16.80 Outdoor Transit Shelters 100 $3,500.00 $350.00Billboard 100 $20,000.00 $2,000.00Homepage Takeover 3 $1,300,000.00 $3,900.00

Brains Away - Air Drop Helicopter - per hour 20 $1,750.00 $35.00 Brains 45,000 $1.50 $67.50 Printing codes on brains 5,000 $2.50 $12.50 Parachutes for Brains 50,000 $7.00 $350.00 Stage Crew - Recording Event 10 $1,000.00 $10.00 Wii Starter Bundle 10 $318.99 $3.19 Air Drop - Brand Ambassadors 10 $100.00 $1.00 Cleaning Crew 10 $1,000.00 $10.00 Insurance 10 $3,000.00 $30.00 Citation Fund 10 $1,000.00 $10.00Stadium Stomp Tickets 2,000 $15.00 $30.00 Ambush staff stipend 2,000 $100.00 $200.00 T-Shirts 2,000 $10.00 $20.00 Travel Fees - Brand Ambassadors 10 $1,000.00 $10.00 Insurance 10 $1,000.00 $10.00 Thunder Sticks 10,000 $2.00 $20.00

Guerilla

Projekt V

Projekt V Tour

Neon Monkey Bean Bags 12,000 $1.25 $15.00Inflatable Neon Monkey 8,000 $1.58 $12.64 Stuffed Animals 8,000 $1.25 $10.00Robots 8,000 $2.95 $23.60Pens 10,000 $0.38 $3.80Plastic Megaphones 10,000 $0.65 $6.50Megaphone 2 $269.00 $0.54 Cookout 10 $2,000.00 $20.00Insurance 2 $10,000.00 $20.00Stipend 2 $60,000.00 $120.002010 Chevy VOLT 2 $30,000.00 $60.00Mini Hi-Fi Component System 2 $699.95 $1.40Car Wrap 2 $5,000.00 $10.00

Salaries Creative Manager 1 $50,000.00 $50.00 PR Guru 1 $50,000.00 $50.00 Webmaster 1 $50,000.00 $50.00 Brand Ambassador 5 $75,000.00 $375.00 NPO Executive Director 1 $100,000.00 $100.00Intern Program Intern Recruiting Fund 1 $10,000.00 $10.00 Intern Campus Fund 10 $5,000.00 $50.00 4-year University Stipend 10 $7,000.00 $70.00 2-year College Stipend 10 $3,500.00 $35.00Administrative Conferences Travel Budget 10 $10,000.00 $100.00 Development of Booth 10 $5,000.00 $50.00Annual Board of Directors Meeting Airfare/hotel 23 $1,000.00 $23.00 Food/Refreshments 23 $750.00 $17.25

Administration

Miscellaneous

Total CPM $10,000.00

TACTIC QUANTITY COST FOR ONE TOTAL CPM TACTIC QUANTITY COST FOR ONE TOTAL CPM

Move Your Region Web Database for Ambush Staff 1 $2,000.00 $2.30 Cleaning Crew 10 $1,000.00 $10.00

Total Spendings $10,000,000.00

22

Future Recommendations

Mission Accomplished

Reduce dangerous overconsumption of alcohol by 5% within the first year among our targeted areas.Track: Review university records to determine if there was a reduction in the number of dorm write-ups, ER visits, university police reports related to alcohol, etc. compared to the previous school year.

To ensure that all Projekt V tactics meet our set objectives, Veritas adopted the following evaluation methods:

Increase brand awareness by 30% for students by the end of August 2010.Track: Monitor the number of Facebook fans Projekt V acquires, the number of Twitter mentions of Projekt V, and the number of Projekt V searches in Google in comparison to the total number of Google searches in June, July and August 2010 by Community Manager.

Implement Projekt V on 10 college campuses in the 2010 school year.Track: Monitor the number of materials released through each tactic as well as the website hits divided by the total number of students on each of the 10 selected campuses.

Increase Projekt V’s operating budget through the monetary value of donations from strategic partners by 25% within the first year.Track: Through financial audit of donations and budget.

Objective 1a

Objective 1b

Objective 1c

Objective 2a

• Use current two-year schools as “feeler” schools and re-evaluate tactics to effectively cater to other two-year institutions

• Build local partnerships near campuses to keep Projekt V thriving• Extend ambush on music-related events to include partnerships with record labels and eventually

sponsor concerts on campus• Extend partnerships with American Apparel to include a competition among students to design

their own shirts• Student design competition to create new Projekt V posters• Re-evaluate staff at end of each year

Maintain current key partners while establishing new partnerships at national, regional and local levels.Track: Monitor the production and distribution of the annual report and quarterly newsletters.

Objective 2b

23

The Century Council came to Veritas in search of a meaningful way to relate to college students. What they got not only related to students, It empowered them. It Motivated them. It Moved them.

What they got was Projekt V.

Closing