Fronske Health Center Case Study

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Fronske Health Center Case Analysis

Tues/Thur 3:30 pm Group 4

2012
Casey Donoho, Ph.D.
CSU Chico
11/15/2012
Fronske Health Center Case Analysis

Tues/Thur 3:30 pm Group 4

2012
Casey Donoho, Ph.D.
CSU Chico
11/15/2012

“Live and Let Live”
Drink Responsibly
“Live and Let Live”
Drink Responsibly
Kenyan Moothart
Mark Luke
Amanda Leonis
Erika Laber
Kenyan Moothart
Mark Luke
Amanda Leonis
Erika Laber

Table of Contents

Executive Summary……………………………………………………………………………………………………………………………2 Key Issues………………………………………………………………………………………………………………………………………….3 Situation Analysis ………………………………………………………………………………………………………………………………3 Standards…………………………………………………………………………………………………………………………………………..4 Alternatives Analysis………………………………………………………………………………………………………………………….4 Marketing Plan…………………………………………………………………………………………………………………………………..6 Outcomes…………………………………………………………………………………………………………………………………………..7 Exhibits……………………………………………………………………………………………………………………………………………….9

Executive Summary

There are two leading Issues faced by Fronske Health Center on Northern Arizona University's campus, The first is binge drinking amongst the student body, and the second is a lack of sufficient, low budget, anti-binge drinking marketing and promotion efforts. The purpose of this analysis is to deliver an effective, impactful marketing campaign that will encourage responsible drinking behaviors targeted at NAU’s student body with a small budget. We have developed a plan that will abide by four standards to deliver significant outcomes to support a successful campaign to decrease binge drinking and associated negative consequences from alcohol consumption.

After conducting extensive analysis on Northern Arizona University’s student perceptions and statistics regarding binge drinking, we have decided to implement a marketing plan that strives to achieve the following standards: * Increase awareness of negative health and safety effects of binge drinking. * Decrease hospital visits of students involving alcohol by 20%. * Reduce the number of unprotected and unwanted sexual encounters while under the influence by 20%. * Reduce the number of NAU Students related DUI’s by 25%. These standards were decided upon because they are feasible and attainable for the campus with the associated marketing plan and will require only a small budget to be extremely successful.

When evaluating and comparing alternatives as well as results from survey analysis, we have decided to implement a market plan aimed to encourage responsible drinking with the campaign “Live and Let Live” to empower the student body with the following tactics: * Facebook page (web-based social media promotion)

* Flyers, leaflets and posters with slogan “Live and Let Live” * Water bottle sales on campus with slogan to promote health center and hydration * Discounted cab rides with student ID card from Gypsy Cab Company in Flagstaff, AZ These tactics within our marketing campaign will be greatly supported with a small budget while also promoting responsible behavior and decision making for future students at NAU.

The projected outcomes from this marketing plan will be very successful and will provide an opportunity for change if implemented correctly and efficiently. These include: an increase in awareness of the negative health and safety effects of binge drinking through traffic on our Facebook Page, exposure to helpful tips to be responsible to eventually switch the social norm, sell water bottles with our slogan to encourage hydration and responsible decision making as well as to promote the Health Center, and providing a 25% discount from cab rides to students to encourage a safe, designated ride home.  

By implementing the marketing campaign above to encourage and educate responsible drinking, the Fronske Health Center and students at Northern Arizona University will be able to see a significant decrease in binge drinking...
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