Marketing Plan: Year One (January 2001 - June 2002)
Coalition: Evanston Substance Abuse Prevention Council
Fiscal Agent: PEER Services, Inc.
Primary Target Population: Evanston Township High School (ETHS) Students: 3,003 (2000-2001 enrollment); and ETHS Teachers/Administrators: 313
Secondary Target Populations: Evanston parents and community members, 18 and over: 60,086 (1990 Census data); Evanston middle school students: Disctrict 65: 2,215 students; Parochial: 162 students.
| Program Component |
Start/End | Target Population | Total Number of Targeted Recipients |
Total Number/ Program Component |
Location | Total Cost Based on $24,985 |
|---|---|---|---|---|---|---|
| Surveys | April 2001 April 2002 |
a. ETHS students b. ETHS parents c. ETHS teachers/staff |
a. 3,033 b. 300 c. 100 |
a. One time/year b. One time/year c. One time/year |
a. ETHS b. Mail survey, on-site survey c. Interoffice mail survey d. On-site surveys |
Incentives: $900/year Postage: $250/year Cost: $1,150/year |
| Focus Groups | April 2001 April 2002 |
a. ETHS students b. Evanston parents c. ETHS teachers/staff |
a. 100 b. 50 c. 50 |
a. 10 b. 5 c. 5 (Focus groups = 20 with 10 partipants/group) |
a. ETHS, Library, Student-to-student b. Library, Parent, Enrichment c. ETHS d. Middle, ACS youth board |
Cost of incentives: $1,000 ($5 stipend/participant) Cost: $1,000 |
| Posters | September 2001 June 2002 |
a. ETHS students b. Evanston parents/community c. ETHS teachers/staff d. Evanston middle school students and teachers (7 middle schools) |
a. 3,033 b. 60,086 c. 313 d. 2,377+ |
(# of posters/month = total) a. 150 x 7=1,050 b.150 x 5 = 750 c. 5 x 5 = 25 d. 20 x 7 x 8 = 0* *Recycled from ETHS Total posters = 1,825 |
a. ETHS (35+ /wing, incl. clsrms b. 250 businesses c. ETHS (lounge, main office) d. Chute, Haven, Nichols, King Lab etc. |
Color copying: 11x17 1-25@ $2.98ea; 26+ @ $1.98 ea a.150 x $1.98 x 7 = $2,079 b. 150 x $1.98 x 5 = $1,485 c. 5 x $2.98 x 4 = $60 Cost of copying: $3,624 Cost of software: $1,000 Cost: $4,624 |
| Flyers | September 2001- April 2002 |
a. ETHS students b. Evanston parents/community c. ETHS teachers/staff |
a. 1,000 b. 3,000 c. 315 |
(# of flyers/month = total) a. 125 x 5 = 1,000 b. 500 x 8 = 4,000 c. 315 x 4 = 1,260* Total flyers = 6,260 *Every teacher/administrator receives 4 flyers/year |
a. Cafeterias, ETHS events b. ETHS events, pt conferences, parent groups, library, ETHS parent newsletters, church bulletins, grocery stores, hospital newsletters, insert with paychecks c. ETHS staff mailboxes d. Cafeterias, activities, staff boxes |
7,260 @ x .09 (first 100) x .045 (after 100) 8 flyers/783 copies/run $40/run x 8 runs Cost of copying: $230 In-kind donation |
| Mailers | September 2001- June 2002 |
a. ETHS students b. ETHS parents c. Evanston community |
a. 3,000 b. 3,000 c. 1,500 |
(# of mailers/month = total) a. 1,500 x 8 = 12,000* b. 1,500 x 8 = 12,000* c. 150 x 8 = 1,200 Mailers = 25,200 *Every student and parent receives 4 mailings/year; every ETHS household receives 1 mailing/month. |
a. Home address b. Home address c. Business address |
25,200 @ .18 (first 100) @ .09 thereafter .75/cut/100sheets: 3,150 mailers/788 copies* $80/run x 10 runs cost of postcards = $800 + .20 postage = $5,040 Cost: $5,840 *4 postcards/page |
| Presentations | July 2001- June 2002 |
Evanston Community | 250* *Est. 25 participants per presentation |
20 presentation | ETHS (administration, staff & students) Service clubs District 65 (staff & students) Community group |
In-kind donation |
| Print/Visual Advertising |
September 2001- June 2002 |
a. ETHS students b. Evanston Parents/Community |
a. 1,998/message b. 1,998/message |
(# of ads*/month = total a. 4 x 8 =32 b. 4 x 10 = 40 Total ads = 56 *Includes editorials |
a. The Evanstonian, Fresh Print, Sophomore Ink, ETHS website, school bulletin b. The Evanston Review, The Round Table, The Sentinel, The City of Evanston website, District 65 newsletter, Marquees, The Century Theatre |
Evanstonian: 10 x $75 = $750 Fresh Print: 3 x $50 = $150 Sophomore Ink: 3 x $50 = $150 Review: 12 x $282 = $3,396 RT: 12 x $180 + $2,160 Sentinel: 8 x $100est. = $800 Cost: $7,406 |
| Radio & ECMC Advertising |
September 2001- June 2002 |
a. ETHS students b. Evanston Parents/Community |
a. 1,998/message b. 1,998/message |
(# of ads/month = total) a. 1 x 8 = 8 b. 2 x 10 = 20 Total ads = 28 |
a. ETHS announcements b. ECMC program/fillers |
No cost |
| Message Retention Activities |
September 2001- April 2002 |
a. ETHS students b. Parents c. ETHS teachers/staff |
(# of recipients x activities) a. 10 x 32 = 320 b. 10 x 8 = 80 c. 18 x 8 = 80 |
(# of activities/month = total) 6 x 8 = 48 Total activities = 48 |
ETHS sponsored activities & events, cafeterias, ETHS Substance Abuse Awareness Week, Alcohol Awareness Month (April), community events |
Cost: $480 ($1.00/recipent) |
| Promotional Items |
Ongoing | a. ETHS students b. Evanston parents/community c. ETHS teachers/staff |
a. 1500 b. 1500 c. 300 |
Total items = 3,300 | Magnets, pens, water bottles, key chains, stress balls, screen savers |
Cost: $3,3000 (estimated $1.00/item) |
Note: The ETHS marketing plan was kindly provided by Sara Christensen, project coordinator of the ETHS Social Norms Marketing Campaign.