LOCK ITLOSE IT

or

Meagan Taylor Nancy O’Neal Kacey Caldwell Leah Roberts

Situation Analysis

“The services provided by the SPD are of high quality, but need

to be supplemented”

COMPETITIVE ANALYSISCONSUMER ANALYSIS

MARKET ANALYSIS

“Our consumers are

often too busy or

distracted to lock

their cars.”

COMPANY ANALYSIS

“There have been several campaigns of this nature carried out by police departments. . . this

is a new venture for The SPD and UCO.”

“The competition we face is a little on the less

traditional side.”

SWOT Analysis.

S TRENG THS

WEAKNESSES

OPPOR TUN I T I ES THREAT S

The Stillwater Police Department is an effective agency and are capable of aiding our campaign.

We have the advantage of a small target market that will be easier to reach.

There are no programs of this kind directly competing for the attention of our targets

Our budget is limited compared to our goals. The campaign time-frame is short. Our targets are preoccupied and easily distracted.

There is a need for the campaign due to high crime rate. The demand is there, now we have the opportunity to meet the demand.

Lock it or Lose it serves a good cause. This program will provide a valuable service to the community.

We have an opportunity to create awareness and educate community members.

This campaign will provide an example for other communities.

People don’t generally care about public service campaigns.

Community members might not be willing to participate in the program or help the police to monitor suspicious behavior.

Criminals might have the perception that Stillwater is an easy target.

Target Market

FAST-PACED STUDENTJoshua is a college student at OSU that lives in an apartment with two roommates. He attends school full time and works a part time job. He is busy and doesn’t have time to think about a lot of practical things, including locking his car.BUSY PARENT

Carol is a 30 year old single mother with two kids. She works often and is a busy mom. She is conscious about locking her car, but occasionally forgets when caught up in taking care of her kids.

Sue and Charles are in their 60’s living in a single-family home in Stillwater. They are a couple living a leisurely

lifestyle. They don’t often think about locking their cars because they believe their neighborhood is safe.

SINGLE-FAMILY HOUSE RESIDENTS

of auto and property crimes happen at night.66%

86% of break-ins were in residential areas.

93% of the cars broken into are unlocked.

367 break-ins happened during one year.

Research

PRIMARY REASONS CARS ARE UNLOCKED

1. They get distracted and forget to lock their car.

2. They believe there is no reason to lock their car, they believe their neighborhood is safe enough to leave the car unlocked.

ObjectivesStrategies

MARKETING OBJECTIVE“Our main marketing objective is to create a shell campaign for the Stillwater area that can be run in other cities across the country.”

ADVERTISING OBJECTIVE“We want to reach prospects in situations when

they need to remember to lock their car, primarily while they are in their car or about to leave it.”

MARKETING STRATEGY“Issuing PSA’s on the radio, setting up interviews with local news programs, and using social media tools, such as Twitter and Facebook. To remind people to lock their cars, we will create informational cards, door hangers, yard signs, keychains, air fresheners, and other promotional items.”

“Reminding people to lock their vehicles by reaching them in times and situations when they need to remember to lock their cars. We will address the second problem by raising awareness and educating people in the Stillwater

area about the dangers of leaving your vehicle unlocked.”

STRATEGY

LOCK ITLOSE IT

orLOCK IT

LOSE IT

or

LOCK ITLOSE IT

or

HELP US HELP YOU.LOCK IT

LOSE ITor

A Stillwater Police Department Public Service

CRIME IS IN YOUR NEIGHBORHOOD

LOCK ITLOSE IT

or

of the cars broken into in this area are unlocked.

of these incidents happen at

night.

of these crimes were committed in a residential area.

93%60%

86%A Stillwater Police Department Public Service

Help us prevent property thefts in Stillwater.

HUNDREDS OF CARS ARE BROKEN INTO IN STILLWATER EVERY YEAR.

LOCK ITLOSE IT

or

93% of those cars are unlocked.

A Stillwater Police Department Public Service

PROMOTIONAL Bumper sticker

Keychains

Air Fresheners

Window Cling

TRADITIONAL OUT-OF-HOME Radio Spots

Informational Cards

PSA on big screen at football games- video of people going

through the parking lots checking car doors.

Yard signs

DIGITAL & SOCIAL twitter & facebook

online video Media

2000 KEYCHAINS...............................................$640.00250 AIR FRESHENERS.........................................$422.501000 STICKERS..................................................$380.00RADIO............................................................$2400.00INFORMATIONAL CARDS.....................................$200.00YARD SIGNS......................................................$500.00COMMUNITY POSTERS........................................$250.00SOCIAL MEDIA TRAINING....................................$200.00

TOTAL............................................................$4992.50

Budget