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Combining Low Budget Media with Grassroots Guerilla Marketing Ron Davis & Laura Corbin Florida Tobacco Control Program [email protected] [email protected] 51Billion.com [email protected] [email protected] 51Billion.com [email protected] [email protected] 51Billion.com [email protected] [email protected] 51Billion.com Classic truth • • • • • • • • Edgy Cool Rebellious In your face Attacked the industry Exposed the depth of the issue More than 90% recognition of logo United SWAT – tied with larger movement [email protected] [email protected] 51Billion.com is the messenger is the message [email protected] [email protected] 51Billion.com SWAT Roots Tobacco Prevention Funding History Millions of Dollars $70 $60 $50 $40 $30 $20 $10 $0 1998- 1999- 2000- 2001- 2002- 2003- 2004- 20051999 2000 2001 2002 2003 2004 2005 2006 Program year [email protected] [email protected] 51Billion.com 2003-2004 • • • • 97.5% Budget cut New budget - $1 million Lost most state level staff Lost almost all county level staff • Lost primary means of communication w/ youth • Lost most partnerships and coalitions • Lost the truth campaign • Left with 3 State Staff and 5 Regional Coordinators [email protected] [email protected] 51Billion.com Opportunity to Revamp truth • Return control of truth to the youth • Refocus on core message of industry greed, power and manipulation • Re-connect the remaining SWAT youth to something larger than themselves [email protected] [email protected] 51Billion.com [email protected] [email protected] 51Billion.com [email protected] [email protected] 51Billion.com Campaign Goals • Re-unite SWAT in a common initiative • Reveal the depths of the industry’s manipulation, power and greed • Shatter the “responsible corporate citizen” image that the industry has worked so hard to sell to America • Expose people to more in-depth information that can be conveyed in a “sound bite” [email protected] [email protected] 51Billion.com Conveying complex info • Design a website that contains the indepth information we want people to know about the complex issues of corporate responsibility • Create a reason for the average person (non-advocate) to go the website [email protected] [email protected] 51Billion.com Two Phase Approach Promotion Phase • Promote website as if 51Billion.com was related to a reality TV show • Direct people to the website for additional info • Promotion of site continues after reveal stage begins [email protected] [email protected] Reveal / Info Phase • After a few weeks of promotion, more information is revealed for those who will not go to the website • Full radio commercial • T-Shirts distributed • Video for ITV 51Billion.com Promotion Phase Traditional Media • 10 Second “Billboard” Radio Spots • “Direct Hits” Point of Purchase Placards Street Marketing Promotion • Post-it Notes • Rubber band bracelets • Small Posters [email protected] [email protected] 51Billion.com Radio Billboard [email protected] [email protected] 51Billion.com [email protected] [email protected] 51Billion.com Reveal / Information Phase Traditional Media • 60 Second Radio Spots • DVD’s of Commercial Sent to counties for ITV or PSA exposure Street Marketing Promotion • 6 Message Click Pens • T-Shirts – walking billboards [email protected] [email protected] 51Billion.com T-Shirt Design [email protected] [email protected] 51Billion.com 51Billion.com Website [email protected] [email protected] 51Billion.com [email protected] [email protected] 51Billion.com Traditional Media Details Radio Spots • 10 Major Markets • 2942 - 60 Sec. Commercial Spots played • 485 – 10 second billboards aired Cost $136,100 Direct Hits 30” x 46” Outdoor Placards • 540 in smaller county’s convenience stores • Two month duration of placement • Price includes printing and placement Cost $63,800 Media Total Cost = $199,900 [email protected] [email protected] 51Billion.com Guerilla Marketing Details Promotional Phase • 137,400 - $ 5,500 Rubber Band Bracelets • 24,000 - $14,500 Post-it notes • 5000 - $ 1,050 Small Posters Cost = $21,050 Reveal / Information Phase • 38,000 - $24,000 6 Click Pens • 1000 - $ 4,370 T-Shirts Cost = $28,379 Total Materials cost =$49,429 [email protected] [email protected] 51Billion.com Effectiveness • Excited the youth • Gave focus to statewide efforts • Greatly increased website traffic 10,000+ • Exposed thousands to in-depth info on the Tobacco industries tactics and greed • Proviso – a backlash that shows the effectiveness [email protected] [email protected] 51Billion.com Campaign’s Benefits to SWAT Legitimizes the SWAT movement in the minds of people who may otherwise dismiss SWAT as “uninformed” or “misled” youth: “It makes you want to do it even more. Because you know people are understanding what you are about.” It establishes an organizational identity that becomes bigger than the teens, or even the organization. “When you suddenly hear someone tell you your message that they heard on TV or radio, you realize your message is getting out. You think, “Hey, what I’m doing, it is reaching people.” [email protected] [email protected] 51Billion.com First Month Results Most Requested Pages 4/2/04 -5/1/04 Pages 1 2 3 Views What Would You Do For $51 Billion? http://www.gen-swat.com/ genswat1/51billion.html Know Your Enemy http://www.gen-swat.com/ genswat1/enemy.html Students Working Against Tobacco http://www.gen-swat.com/ Top Entry Pages File 1 2 3 What Would You Do For $51 Billion? http://www.gen-swat.com/ gen-swat1/51billion.html Know Your Enemy http://www.gen-swat.com/ gen-swat1/enemy.html Students Working Against Tobacco http://www.gen-swat.com/ [email protected] [email protected] User Sessions 5,118 % of Total Views 33.57% Avg. Time Viewed 4,079 00:02:01 5,055 33.15% 3,891 00:04:01 1,111 7.28% 694 00:02:09 4/2/04 -5/1/04 % of Total 66.11% User Sessions 3,991 14.62% 883 8% 483 51Billion.com Entry Page into site 70 66.11 60 57.42 50 40 33.73 30 22.85 20 14.6 10 14.6 11.02 13.24 8 0 April 51 Billion [email protected] [email protected] May June Know Your Enemy Gen-SWAT 51Billion.com Backlash New Budget Proviso – Prohibited the Florida Tobacco Control Program from spending any state funds on “TV, print, radio or advertising of any kind.” [email protected] [email protected] 51Billion.com Join the Fight SWAT Recruitment Video • Filmed in an afternoon in hotel room • Filmed with digital video camera • Edited on a Mac with included i-Movie NOTE: WinXP - Windows Movie Maker • Cost $30 for back drop materials • Cost $320 for printed sweatshirts [email protected] [email protected] 51Billion.com [email protected] [email protected] 51Billion.com 51Billion.com [email protected] [email protected] [email protected] [email protected] 51Billion.com