LOCK ITLOSE IT

orStrategic Communication Plans Book

Table of

Contents

Meagan Taylor

Nancy O’Neal

Kacey Caldwell

Leah Roberts

THE TEAM

EXECUTIVE SUMMARY........................2

SITUATION ANALYSIS......................3-4

SWOT ANALYSIS................................5

TARGET MARKET...............................6

RESEARCH........................................7

OBJECTIVES & STRATEGY....................8

CREATIVE.....................................9-10

BUDGET..........................................11

MEDIA...........................................121

Executive

Summary

THE SITUATIONThe University of Central Oklahoma School of Criminal Justice researched auto and property theft in the city of Stillwater, OK to gather more detailed information about property crimes including burglary, theft from vehicle and vehicle theft. Through their research they found that the majority of these types of crimes in Stillwater can be prevented simply by locking vehicles.

The School of Criminal Justice at the University of Central Oklahoma has partnered with the City of Stillwater Police Department, Oklahoma State University Police Department, and the Payne County District Attorney to reduce the loss of valuable property resulting from auto burglary in Stillwater. The Stillwater Police Department and the UCO School of Criminal Justice have been given a grant from the Center for Innovative Solutions to fund an awareness campaign. Our motivations behind creating the “Lock it or Lose it” campaign are to raise awareness of the crime in Stillwater and how it is preventable, along with encouraging drivers to take simple precautions to help prevent crime and victimization and to reduce the crime rate in Stillwater.

WE WILLAchieve a minimum level of 75% reach against the target audience within the campaign period.

Achieve a minimum frequency level of 4.0 against the target audience, over each 5 month period of advertising.

Decrease crime in Stillwater

Show the targets the risks and rewards for locking their vehicles.

Provide ways for our targets to easily remember to lock their vehicles.

Create memorable iconic images that will be easily recognizable and stay in the target’s mind.

2

Situation

Analysis

COMPANY ANALYSIS

SCHOOL OF CRIMINAL JUSTICEThe University of Central Oklahoma established the criminal justice program in the state in 1974. In the fall of 2010 the School of Criminal Justice was created with the continuing objective of providing criminal justice students with a quality education and transforming academic excellence into professional success.

STILLWATER POLICE DEPARTMENTThe Stillwater Police Department provides quality services to the citizens of the city, and their work has caused the community to be twice named one of the safest cities in the United States. The Vision of the Stillwater Police Department is an enhanced quality of life for those they serve through excellence in law enforcement activities. The Stillwater Police Department’s mission is to protect life, liberty, property and preserve the peace in the City of Stillwater

PRODUCT ANALYSISThe service reminds citizens of Stillwater to lock their vehicles and to make them aware of the dangers of criminals in the area that could potentially steal their property. The services provided by the SPD are of high quality, but need to be supplemented with the awareness of the Lock it or Lose it campaign in order to be more effective and lower the crime rates in Stillwater.

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

to be supplemented”

3

Situation

Analysis

MARKET ANALYSISNationally there have been several campaigns of this nature carried out by police departments in their respective areas and communities. However this is a new venture for The SPD and the UCO School of Criminal Justice.

Currently, there are not any other services of this kind in direct competition with the Stillwater Police Department and the UCO School of Criminal Justice in the Stillwater area. That being said, the competition we do face is a little on the less traditional side. Criminals make up our most significant competition. Their actions are both the cause of the high crime rates and the hindrance of our cause. Other factors that compete with Lock it or Lose it include distractions to community members, misinformation, and lack of community participation.

COMPETETIVE ANALYSIS

Our consumers are often too busy or distracted to lock their cars. They feel comfortable in their community and lack awareness of the high crime rate and risk of leaving their cars unlocked. They have a need for a community safe from auto and property theft. We will meet their need by providing methods to remind them to lock their cars.

CONSUMER ANALYSIS

“Our consumers are often too busy or distracted to lock

their cars.”

4

SWOT

Analysis

STRENGTHS

WEAKNESSES

OPPERTUNITIES

THREATS

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.

5

Target

Market

We will concentrate Message Delivery to Stillwater Residents, ages 18-50, with a range of household incomes, who live in apartments and houses. Target markets are college students living on low income, young families residing in apartments with busy lifestyles, and older families living in single-home neighborhoods. Each of these markets live in specific hot-spot crime areas designated in the research. Our aim is to effectively reach targets in these areas and prevent criminals from accessing vehicles in these areas.

FAST-PACED STUDENT BUSY PARENT SINGLE-FAMILY HOUSE RESIDENTSJoshua 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. Joshua is always looking for ways to simplify his lifestyle. Reinforcement out of home advertising is the perfect way to remind busy college students to lock their cars.

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 occa-sionally forgets when caught up in taking care of her kids. Carol is always on a tight schedule and since she already has a lot on her plate, she doesn’t like to deviate from her routine. Having a tangible object in the car with Carol to remind her to lock her car would help her form the habit of locking her car.

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

leisurely lifestyle. They don’t often think about locking their cars because they believe their neighborhood is safe. Sue and Charles value the quality and safety of their community. A public service announcement about the crime in Stillwater and how to prevent it would help them keep crime out of their neighborhood.

6

Research

Over the duration of twelve months the School of Criminal Justice conducted comprehensive research to gather more detailed information about property crimes including burglary, theft from vehicle and vehicle theft. After analyzing this research we wanted to dig deeper - to determine why community members were not locking their cars and how we could convince them to change their behavior. Our research consisted of the results from the Automated Tactical Analysis of Crime and consumer insight surveys.

THE QUESTIONS WE NEEDED ANSWEREDWhy do people not lock their cars?

Why do thieves target Stillwater?

Where to our target markets live?

What kind of media will best reach our target audience?

How can we encourage people to lock their cars?

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.

PRIMARY REASONS CARS ARE UNLOCKED

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

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

7

Objectives

Strategies

MARKETING OBJECTIVEOur main marketing objective is to create a shell campaign for the Stillwater area that can be run in other cities across the country. Since the campaign is for awareness, effectiveness will be hard to measure. We hope to raise awareness with the residents of Stillwater, specifically those people in the hot-spot areas, and ultimately prevent car and property theft by reminding people to lock their vehicles.

MARKETING STRATEGYIn order to raise awareness of vehicle burglary and remind people to lock their cars, we intend to use a few different marketing strategies. To raise awareness for the campaign, we will be issuing PSA’s on the radio and TV, 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 PELP cards, door hangers, yard signs, keychains, air fresheners, and other promotional items to remind people while they are in their vehicle.

ADVERTISING OBJECTIVEWe want to reach pros-pects in situations when they need to remember to lock their car, primarily while they are in their car or about to leave it. Also, raising awareness of the increasing crime rate in Stillwater and decreasing the crime rate by lowering the amount of unlocked vehicles.

STRATEGYThere are two primary reasons people don’t lock their cars. The first reason is that they simply forget to lock their car, the second is that they don’t feel like they need to. We will address the first issue by 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.

8

LOCK ITLOSE IT

or

Creative

PROMOTIONAL ITEMS

LOCK ITLOSE IT

or

These promotional items are tangible reminders for out prospects. These items are visible to the driver, and an easy way to reinforce

the message of Lock it or Lose it and keep it on their minds.

LOCK ITLOSE IT

or

AIR FRESHENERSTICKER

KEYCHAIN

9

Creative

PRINT

HELP US HELP YOU.LOCK IT

LOSE ITor

A Stillwater Police Department Public Service

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

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.

We will utilize print media to educate our prospects about Lock it or Lose it. Items will include yard signs to be placed in medians around town, informa-tion cards to be placed on vehicles with the help of the boy scouts and posters to be placed on community boards around town.

10

Media

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

REACH AND FREQUENCY

GEOGRAPHY

SEASONALITY

Achieve a minimum level of 75% reach against the target audience within the campaign period. Achieve a minimum frequency level of 4.0 against the target audience, over each 5 month period of advertising.

Will reach the city of Stillwater ages 18-55. Local media will be used.

Steadily utilizing radio advertising 8 times per week throughout the 5 month campaign.

11

Budget

The goal is to utilize media expenditures to the fullest given the low budget.

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

12