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Background
● In the past, regular caffeine
consumption was viewed
negatively
● However, new research has
found multiple he...
Purpose
● Monitoring caffeine consumption
● Be informed consumers
SMART Goal
Increase the number of University of Illinois
Students over 20 years old to consume 400
milligrams of caffeine ...
Focus Groups
● 3 Focus groups
● Approximately a hour
● Undergraduate &
Graduate
U of I students
● $10 Visa gift card raffl...
Key Learnings from Focus Groups
Motivations
● Social aspect
● Daily routine
● Simple taste & smell of coffee
Barriers
● Am...
Key Learnings Continued...
Knowledge and Beliefs
● Connection between
caffeine & coffee
● Caffeine consumption
is the leas...
Key Quotes
"I just miss the smell of it if I don't have coffee"
"I know some folks who extend their schedule... coffee act...
Survey Results
Positioning Statement
“We want University of Illinois students
20 years and older to see drinking
caffeinated beverages, p...
Theories and Models
● Exchange Theory
● Stages of Change
Theory
(Transtheoretical
Model)
● Social Cognitive
Theory
Product
App Icon
Map
Connect
Facts
Home
Add Intake
Track
Price
Monetary Incentives
● Limited coffee consumption
means less $$$ spent on
coffee
Non-Monetary Incentives
● Lower bloo...
Place Strategies
● Be where students, faculty, and staff obtain
their caffeine
● Display posters containing app and caffei...
Creative Strategies
● Drink responsibly: tagline on shirts and cups
● Coffeind: name for app and tagline for shirts
and cu...
Promotional Items
Messengers and Media Channels
Messengers:
● Coffee shops
● Illini Coffee Club
● Us
Media Channels:
● CUMTD
● Social Media ...
Implementation Plan
Phase 1: Fall 2015
● Quad Day Aug. 23, partnered w/ Illini Coffee Club
● Launch Party for phone app Se...
Implementation Plan
Phase 1: Winter 2015
● Reading Day Dec. 10- Finals Warm-Up
Round
● Finals Survival Kit
Implementation Plan
Phase 1: Spring 2016
● April 9, Mugs with Moms
● Reading Day May 5, Finals Warm-up
● Evaluation Survey...
Implementation Plan
Phase 2: Fall 2016
● Quad Day Aug. 23,
partnered w/ Illini Coffee
Club
● Continue print media
advertis...
Implementation Plan
Phase 2: Spring 2017
● Taste of the Union
● Evaluation Survey for App
users and General Campus
Student...
Budget
● Develop App - $30k
● Social Media & Digital Ads - $8,120
● Magazine & Newspaper Ads - $11,498
● Posters, fliers, ...
Monitoring and Evaluation Plan
Prior to Campaign
● Survey of 160 respondents
● Focus groups
During Campaign
● Tracking app...
Caffeine Consumption in College Students' Diets
Caffeine Consumption in College Students' Diets
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Caffeine Consumption in College Students' Diets

A speculative social marketing initiative designed with four other graduate students at the University of Illinois at Urbana-Champaign to increase healthy levels of coffee consumption among students. Designed as a final project for a social marketing class. Check notes for more background information on what is presented on the slide.

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Caffeine Consumption in College Students' Diets

  1. 1. Background ● In the past, regular caffeine consumption was viewed negatively ● However, new research has found multiple health benefits, including lowered risk for Type II Diabetes and Cardiovascular disease
  2. 2. Purpose ● Monitoring caffeine consumption ● Be informed consumers
  3. 3. SMART Goal Increase the number of University of Illinois Students over 20 years old to consume 400 milligrams of caffeine daily by May 2016 from
  4. 4. Focus Groups ● 3 Focus groups ● Approximately a hour ● Undergraduate & Graduate U of I students ● $10 Visa gift card raffle, pizza, fruits, veggies, & drinks were provided
  5. 5. Key Learnings from Focus Groups Motivations ● Social aspect ● Daily routine ● Simple taste & smell of coffee Barriers ● Amount of school work ● Source of energy ● Sense of being left out ● Lack of knowledge of mg of caffeine
  6. 6. Key Learnings Continued... Knowledge and Beliefs ● Connection between caffeine & coffee ● Caffeine consumption is the least concern ● Awareness
  7. 7. Key Quotes "I just miss the smell of it if I don't have coffee" "I know some folks who extend their schedule... coffee actually allows them to extend their days so they get less sleep" "You don't really hear about people dying from tea or coffee - I've never really heard of anyone die of excess amount of caffeine" "I think for, especially for college students, in the arena of things you could be worried about as far of substance abuse, caffeine is low on the list"
  8. 8. Survey Results
  9. 9. Positioning Statement “We want University of Illinois students 20 years and older to see drinking caffeinated beverages, particularly coffee, in a limited quantity of 400 milligrams or less a day as making an informed choice and more important and beneficial than excessive caffeine consumption.”
  10. 10. Theories and Models ● Exchange Theory ● Stages of Change Theory (Transtheoretical Model) ● Social Cognitive Theory
  11. 11. Product App Icon Map Connect Facts Home Add Intake Track
  12. 12. Price Monetary Incentives ● Limited coffee consumption means less $$$ spent on coffee Non-Monetary Incentives ● Lower blood pressure ● Improved sleep ● Break addiction/dependence on caffeine for energy ● Convenience -- the app at tip of fingers
  13. 13. Place Strategies ● Be where students, faculty, and staff obtain their caffeine ● Display posters containing app and caffeine facts targeting students at the point of decision making
  14. 14. Creative Strategies ● Drink responsibly: tagline on shirts and cups ● Coffeind: name for app and tagline for shirts and cups ● Social Media outlets ● Print posters
  15. 15. Promotional Items
  16. 16. Messengers and Media Channels Messengers: ● Coffee shops ● Illini Coffee Club ● Us Media Channels: ● CUMTD ● Social Media and digital signs across campus ● Magazines and newspapers ● Posters, fliers, in-store signage
  17. 17. Implementation Plan Phase 1: Fall 2015 ● Quad Day Aug. 23, partnered w/ Illini Coffee Club ● Launch Party for phone app Sept. 29, Co-sponsor w/ Courtyard Cafe during National Coffee Day
  18. 18. Implementation Plan Phase 1: Winter 2015 ● Reading Day Dec. 10- Finals Warm-Up Round ● Finals Survival Kit
  19. 19. Implementation Plan Phase 1: Spring 2016 ● April 9, Mugs with Moms ● Reading Day May 5, Finals Warm-up ● Evaluation Survey for App users and General Campus Students
  20. 20. Implementation Plan Phase 2: Fall 2016 ● Quad Day Aug. 23, partnered w/ Illini Coffee Club ● Continue print media advertisements ● Sept. 29, National Coffee Day promotion partnered w/ Social Media
  21. 21. Implementation Plan Phase 2: Spring 2017 ● Taste of the Union ● Evaluation Survey for App users and General Campus Students ● May 6th 2017- SMI Success Celebration
  22. 22. Budget ● Develop App - $30k ● Social Media & Digital Ads - $8,120 ● Magazine & Newspaper Ads - $11,498 ● Posters, fliers, signage - $14,190 ● Launch and SMART Goal Parties - $10,000 ● Promotional Items - $25,510
  23. 23. Monitoring and Evaluation Plan Prior to Campaign ● Survey of 160 respondents ● Focus groups During Campaign ● Tracking app downloads & usage After Campaign ● Survey for app users ● General campus survey

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