N E U T RO G E N A R E QU E S T F O R P RO P O S A L : C O L L E G E WAT E R S P O RT AT H L E T E S

By: Sharon Aguilera, Lyndsey Hogan, Jessica Rice, and Allyson Watanabe IDAP 300 Final Project

SUMMARY
Who: Collegiate aquatic sport athletes

What: End skin cancer epidemic

Where: Southern California

When: Events in Summer, Spring, and Fall

Why: Change the attitudes of athletes on protecting skin from sun

PROBLEM STATEMENT
About 65% of college athletes in America are not taking the proper precautions to protect their skin and prevent future sun damage. Research shows that more than 50% of college athletes, specifically those on water sports teams, give reasons and excuses for ignoring the

irreversible damage the sun will potentially have on their skin.

OBJECTIVES
By Fall 2014 we hope to increase attitude and behavior
change about sun protection by 25% amongst college water sports athletes in Southern California.

STRATEGY
To increase attitude and behavior change in college water sport athletes in Southern California we will...
o Use a celebrity spokesperson to reach the larger Southern California multicultural community

o Release 3 video clips during the Spring event to promote fall event
o Hold a press release the summer event during training camps to gain coverage for big fall event o Sponsor a Fall event co-sponsor water sports tournament to raise awareness about skin caner

TACTICS
Tactics to tie Objectives and Strategy:
3 Events (Spring, Summer, Fall)
The activities happening will tie together what we wish to accomplish with how we will accomplish it

Tactics that serve public and organization:

Provide free cancer screenings for the benefit of our target audience
The tactics will also benefit the organization by increasing business for organization

RESEARCH
Survey conducted as part of preresearch to get better knowledge on our target audience

Survey: LMU Women's Swim Team

13 do not use sunscreen regularly 7 do use sunscreen regularly * those who did not provided explanations for why they don't

RESULTS FROM SURVEY

I do not wear sunscreen every time I get in the pool because sweat + pool water = more extreme eye pain " I usually dont though because I would rather get dark even if it means burning then turning to tan

" I dont wear sunscreen every time I get in the pool because Im lazy; I also dislike the feeling and greasiness
* these are some of the answers given by the water sport athletes surveyed

ATTITUDE CHANGE
Attitude Change want to change the attitudes of our target audience by making them more conscious and aware when engaging in water activities Behavioral Change we hope that by the end of the 2014 program, 20% of water sport athletes will begin using sun protection

EDITORIAL COVERAGE
Press Release sent out to the media to cover the press conference where celebrity spokesperson will be interviewed about her role in skin cancer prevention B-Roll casual footage of athletes promoting event and dropping hints about who will be the celebrity spokesperson Press Conference - during summer event to promote event with our celebrity ambassador

CAMPAIGN WEBSITE
Get people to go on website to download free screening kits
Business card that will be handed out at fall event will have link where public can find the pictures that were taken of them at the event This will also be linked to the campaign website where the skin screening kit can easily be downloaded after they have seen their free pictures

SPRING EVENT
Release a media video February-May (1 each month) 4 video clips
One video released each month Water sport athletes will be featured in the video to promote the event and gain coverage Clues about who spokesperson is going to be
Spokesperson announced in last video

Advertise event
Post on USC Athletics website, online newspaper, television station, and through personal media outlets (FB, Twitter, Instagram)

SUMMER EVENT
Press Conference
Held in USC's Galen Center (gymnasium) Celebrity Spokesperson will be interviewed Provide a chance for press coverage of event Food and refreshments provided During time of training camps
Allow athletes to attend

FALL EVENT
Qualifying Swim Tournament at McDonald's Swim Stadium
Co-sponsor the event 2000 person capacity

Event hosted by spokesperson, Miranda Cosgrove (USC student) Give-Aways

Sunscreen samples Goodie Bags

Hand out information pamphlets about skin cancer awareness and screenings Pictures taken with backdrop and celebrity ambassador Screening on-site
Miranda will do one in pubic to encourage others to do so as well

M C D O N A L D ' S S W I M S TA D I U M

TARGET AUDIENCE
Water Sport College Athletes; &
Multi-cultural teens Will reach a multicultural audience by focusing on a Southern California college campus
USC students

SKIN CHECK KIT & FREE SKIN CANCER SCREENINGS

Kit can be downloaded on campaign website
Free screening also found on website and on-site at fall event

Miranda will do skin screening at event

Encourage people to do the same Can also download free kit when they log on to look at the pictures from fall event

N E U T RO G E N A C E L E B R I T Y A M BA S S A D O R
Miranda Cosgrove
USC student & Neutrogena ambassador Part of multi-cultural community in Southern California

C O M PA N Y E M P L OY E E S A S A M BA S S A D O R S
Interns to promote events at their respective schools
Also through their personal use of social media Can invite friends to the event to further promote skin screening to southern California teens

Survey employees to see who was a collegiate water sport athlete

Compare sunscreen usage then and now with pre-survey

G L A DW E L L S T H E O RY O F D I S S E M I N AT I O N

Who are the connectors?

Interns, employees, and celebrity ambassador; Miranda Cosgrove
Help spread word to others by word of mouth, surveys and promoting on personal social media pages

GOALS & MEASURES

Goal: Increase attitude and behavior change by 20% as well as doubling number of sun screening tests during the 2014 program Measures: How many people actually logged onto campaign website after Fall event
Compare the number of people with pre-survey Also, compare this years downloads with previous years to see if 2014 activities and events were successful and if there was an increase in downloads

BUDGET
Includes: Videographer/editor, media video release, Hair stylist, make-up, stylist, Per diem, Car service for Miranda to get to and from the video shooting Includes: Photographers, Refreshments/catering, Press release, Gym & audio/visual rental, Hair stylist, make-up, stylist, Per diem, Car service for Miranda and Press, decorations Includes: info pamphlets, table/sound/set-up/break down rentals, Hair stylist, make-up, stylist, per diem, canopy rental, banner, business cards, backdrop, photographer, samples, goodie bags, press release. Transportation for Miranda and press _______________________________________________________________________
* $5,100 left over for contingency fund

Total for Spring: 59,500

Total for Summer: 39,850 Total for Fall: 60,550

Grand total: 159,900

THE END

Questions??
Thank You!