|2002 National Collegiate Alcohol Awareness Week
Kaleidoscope of Change:
Patterns in Prevention
sponsored by The Inter-Association Task Force
on Alcohol and Other Substance Abuse Issues
MARKETING YOUR NCAAW
Your marketing plan is your map to how, when and where you are going to let the campus and community know about your NCAAW programs. Its crucial to inform your potential audience about activities as far in advance as possible. You will want to bombard them with information concerning NCAAW, and youll have to make your programs seem fun, interesting and more attractive than the myriad of other options available on a college campus on any given night of the week! Your marketing plan must be well thought out before you order that first poster.
ATTRACTING AN AUDIENCE TO YOUR EVENTS
Sure, its great to put up flyers and the occasional banner advertising an event, but it takes a little better strategy to really get the people to come to your event!
WORKING WITH THE NEWS MEDIA
There are advantages to building close relationships with members of both the campus and community press. A personal rapport with those individuals can only help the success of your activities. The most important thing to remember is plan ahead and get on the media schedule early in the year to get the best support and resource advice. Make sure that your press releases are written to conform to standard journalistic practices. Standard news media practice implies the use of the inverted pyramid story style. The summary lead, which should include (who, what, when, where and/or how), is at the beginning of the story. The first few paragraphs should answer as many of these questions as are relevant. This does not mean you should jam all of the facts into one long, involved sentence or paragraph. Publicity people, like other news writers, should strive for short, clear, one-idea sentences. As a general guideline, if your opening paragraph is longer than three typewritten lines, you might want to give it a second look. Can you be more concise? The main purpose is to grab the readers attention and give them the vital information.
Keep your release short enough to fit on one page, double check your copy and make sure each person mentioned is adequately and accurately identified and that all names are spelled correctly. It is usually helpful if you enclose a cover letter with any additional information that would be helpful. In your cover letter, be sure to invite the media to your various events, and give a good contact name and number in case a reporter needs to get information in a hurry. You might also ask your campus president to call a press conference where your committee and he/she announce campus goals for alcohol and substance abuse efforts for the academic year. The better able you are to portray your events as news, the more likely you are to get attention. By and large, the journalists to whom we have spoken about NCAAW are interested in the program and what it is trying to accomplish. But consistently, they want to know what is being done on a local basis, at schools in their area, to observe the week. That in-my-backyard focus places you, the local NCAAW committee, in the best position to generate media attention for your program - to ultimately inform the broader community about the positive, substantive steps our campus is taking to address the challenges of alcohol abuse prevention.
PUBLIC SERVICE ANNOUNCEMENTS
The PSAs in this guide are general awareness messages. You can follow this format for your own PSAs to a radio station. An advance phone call to your local radio station inquiring to whom the PSA should be sent is also a good idea.
Additionally, NCAAW presents a great opportunity for exposure in the community. Again, this will vary based upon your type of campus and sponsorship policies; however, many campuses include representatives from among the following sources:
SAMPLE PRESS RELEASE
FOR IMMEDIATE RELEASE
For more information, contact (Name), (Number)
CORRECTING COLLEGIATE DRINKING NORMS
(CITY),(STATE), October 1, 2002 - This month, at (SCHOOL), students will join with their peers on more than 3,000 other campuses across the country to celebrate National Collegiate Alcohol Awareness Week (NCAAW), October 20-26 - promoting personal responsibility and respect for the law when it comes to the consumption of alcohol beverages. NCAAW has grown to become the largest single event in all of academia because students take the ownership in designing and implementing this observance for their campus communities. This week gives campuses the opportunity to showcase healthy lifestyles free from the abuse or illegal use of alcohol and to combat negative stereotypes of college drinking behavior.
We need to do a better job of showing college students - particularly new students - that their peers are not all abusing alcohol and making bad decisions, said (NAME), (TITLE), at (SCHOOL). Students want to fit in and follow campus norms. If we incorrectly lead them to believe that everyone is getting drunk on a regular basis, then thats what they will do. We have a responsibility to tell students that making healthy choices is the true norm. Then, we can begin changing public perception. (NAME) said that among the signs of progress realized at (SCHOOL) are:
(Insert bullet-pointed list, customized to your campus, as available.)
During NCAAW at (SCHOOL), students will have the opportunity to participate in several events, designed to reinforce responsible attitudes toward drinking and respect for current state laws and school policies. Those activities include:
(Insert bullet-pointed list of NCAAW activities, customized to your campus.)
Nationally, NCAAW is in its second decade; it started with 25 schools in 1983. The program helps college administrators and students launch and/or strengthen year-round prevention efforts. What has set this program apart and contributed to its growth is its approach, said Dr. Edward Hammond, NCAAWs chairman and president of Fort Hays State University in Kansas. Ultimately, this isnt about alcohol, but attitudes. We dont preach, we educate, and we empower students to take responsibility for their own decisions and environment.
SAMPLE EDITORIAL LETTER
FROM A CAMPUS NEIGHBOR
This month, students at (SCHOOL) will join hundreds of thousands of others across North America in observance of National Collegiate Alcohol Awareness Week (October 20-26). Its a time for all of us to commend these students for the progress they are making, promoting responsible decision-making the best way possible - peer to peer.
As a concerned citizen of the campus community, I often am confronted with the negative aspects of living in a heavily student-populated area. However, efforts like these constantly encourage me. Its great to know that the majority of students at (SCHOOL) genuinely care about helping their friends and making safe and healthy decisions.
I want to encourage all of my neighbors to join me in supporting the activities surrounding National Collegiate Alcohol Awareness Week through our active participation in the many events they have scheduled. People can call 555-1234 for more information on the weeks activities.
NCAAW - Kaleidoscope of Change: Patterns in Prevention
ENHANCING YOUR MEDIA PACKAGE
When you distribute your press releases, in addition to including a copy of the Five Recommendations, you can enhance your package with:
1. Black-and-white photos or color slides of activities from previous NCAAW events on your campus.
Dont assume that editors will pay attention to your press release. They can receive hundreds of these a week, depending on the size of the paper. A follow-up call helps you make sure that your information stands out from the crowd.
The follow-up call also gives you a chance to: