Strategic Communications Campaign for College Students

Elvira Velez, Tanner Labrum, Trevor Hawkins

Salt Lake Community College

BUS 2200: Business Communications

Professor Daysi Hernandez

April 12, 2023

Our purpose

This team has been brought together to encourage the under-hydrated people of the United States to drink water, and to abstain from the consumption of sugary, carbonated, or alcoholic beverages for a period of two months. Specifically we hope to target American individuals from 21 to 40 years of age of low to median income who have young children. Those who choose to drink soda or beer instead of healthy, wholesome water are doing harm to their bodies, and should be educated on the benefits of hydration as well as the dangers of alternative fluids. We aim to reduce the amount of alcohol or soda consumed by our audience and by their children, and increase the amount of water they drink to a level appropriate to their respective body mass. 

Beginning on World Water Day, Wednesday, March 22, 2023, and ending on Monday, May 22, 2023, our campaign will target those thirsty among us with short social media friendly videos, an informational website packed with facts and figures regarding hydration (and the dangers of alternative beverage choices,) banner ads to be placed on popular scroll-centric websites like Twitter or Reddit, and a professionally-produced infomercial intended for viewing on televisions nationwide. We hope that our audience will stop drinking alcohol or soda for the two months of our campaign.

According to CDC data, 63% of Americans drink one or more sugar-sweetened soda per day. (CDC, 2022a) This is worrying, as sugary drinks are associated with obesity, type 2 diabetes, heart disease, and other ailments. Proper hydration brings with it benefits as numerous as the detriments allowed by excess sugar intake. Joint health, temperature regulation, and elimination of the body’s waste products are just a few of water’s functions in the body, according to the CDC. We hope that the audience will join us in raising a glass (or bottle) of water in appreciation of hydration, and begin living a more healthy life in the process.

Audience Analysis

Introduction

For best health, staying hydrated is crucial, and fulfilling daily hydration demands requires drinking enough water. Unfortunately, a lot of people have trouble getting enough water each day. This article identifies environmental, psychographic, and demographic elements that affect a person's capacity to consume the prescribed quantity of water each day.

Psychographics

The capacity of a person to consume the recommended amount of water each day is significantly influenced by psychographic variables, including attitudes and actions. According to one study, those who are more concerned about their health are more likely to drink enough water (Riebl & Davy, 2013). Also, those who believe that drinking water is more pleasurable, and refreshing are more inclined to do it frequently (Keller & Siegrist, 2015). Another significant psychographic aspect that might affect water consumption is social support. Those who get encouragement to drink more water from friends or family are more likely to satisfy their daily needs (Whelan et al., 2015).

Demographics

Age and gender are two demographic variables that may have an influence on a person's capacity to consume the recommended amount of water each day. In a survey of college students, it was shown that female students drank less water than male students did (Barker et al., 2012). Also, older people may have less thirst, which might make it harder for them to consume the recommended amount of water each day (Popkin et al., 2010). Furthermore, those with lower income levels could only have intermittent access to clean drinking water, which may make it difficult for them to achieve their daily water requirements (Santos et al., 2015).

Context

The capacity of an individual to achieve their daily water requirements can be influenced by contextual variables, such as environmental and social circumstances. According to one study, people who work in hot locations are more likely to consume the recommended amount of water each day than people who work in cooler conditions (Adolph et al., 2000). Social situations, such as dining with people, can also affect how much water is consumed. Those who have meals with other people typically drink more water than those who dine alone (Kant & Graubard, 2015).

Conclusion

Getting enough water each day is crucial for good health. An individual's capacity to drink adequate water is greatly influenced by a variety of psychographic, demographic, and contextual factors, including attitudes, actions, and environmental and social situations. Healthcare providers can create focused treatments to assist people fulfill their daily water requirements by recognizing these characteristics.

Messaging Goals

Know:

• Drinking water is essential for staying healthy and maintaining bodily functions.

• Water is crucial for regulating body temperature, digestion, and metabolism.

• Drinking water can help improve skin health, boost energy levels, and prevent dehydration.

• Drinking water can help control appetite and aid in weight loss.

• Drinking water can improve cognitive function and brain health.

Feel:

• Motivated to take control of their health and well-being.

• Empowered to make positive changes to their lifestyle.

• Confident in their ability to incorporate healthy habits into their routine.

• Excited to experience the benefits of drinking more water.

• Proud of themselves for prioritizing their health.

Do:

• Increase their daily water intake to at least eight glasses a day.

• Choose water over sugary drinks, such as soda or juice.

• Carry a reusable water bottle to make drinking water convenient and accessible.

• Set reminders or create a schedule to ensure they are drinking enough water throughout the day.

• Encourage friends and family to join them in their efforts to drink more water.

Channels & Media Mix

Social Media - An efficient approach to reach a large audience and engage with them through appealing graphics, educational subtitles, and interactive postings is through social media sites like Facebook, Instagram, and Twitter (Siddique & Islam, 2020). A wonderful user-generated content platform is social media, where people may share their own stories and encourage others to drink more water (Graham et al., 2021).

Email Campaigns - A highly engaged audience may be reached with customized content through email marketing. Marketers may deliver targeted communications that speak directly to the interests and requirements of their audience and persuade them to drink more water by using segmented lists. Email marketing can also incorporate useful content like guidelines, statistics, and success stories (Becker & Nguyen, 20

Influencer Marketing - Working with influencers or micro-influencers that share the campaign's beliefs can assist promote the advantages of drinking more water and raise brand recognition (Kabadayi & Price, 2017). Influencers may provide material that connects with their fans and motivates them to adopt healthy lifestyle choices (Choi & Rifon, 2016).

Video Content - Videos are an effective medium for conveying difficult information in a fun and interesting way (Parsazadeh & Rostami, 2021). To inform and encourage viewers to drink more water, short movies with animation, testimonies, and instructional material can be published on social media platforms, YouTube, and other video-sharing websites (Carah & Brodmerkel, 2019).

Event Marketing - Offering activities like water tasting competitions, hydration challenges, and informational presentations may make the audience experience enjoyable and interesting (Jones et al., 2021). Moreover, events may be utilized to disperse branded goods like water bottles, stickers, and instructional booklets (Cova & Dalli, 2019).

Public Relations - Press releases and media outreach can assist the campaign gain credibility and create buzz. Marketers may establish themselves as a reliable source of information and encourage consumers to drink more water by emphasizing success stories and collaborating with reliable organizations and experts (Cornwell & Coote, 2020).

These platforms allow for a multifaceted approach to informing and inspiring people to prioritize their health and wellbeing by incorporating a straightforward and crucial habit of drinking water, which is why they are suitable for the target audience and goal of the "drink more water" marketing campaign. 

Drink More Water Branding Guide

Logo - The logo should be simple, easy to read, and memorable. It should include the campaign name "Drink More Water" in a clear and bold font. A water droplet or a glass of water could be incorporated into the logo design.

Tagline - The tagline should be catchy and reflect the campaign's purpose. For example, "Refresh your body, drink more water" or "Stay hydrated, drink more water".

Color scheme - The color scheme should include blue and green shades to represent water and nature. Additional accent colors could be used to create a visually appealing contrast. According to Mahnke's book "Color, Environment, Human Response," the colors blue and green are frequently connected to water and the natural world, respectively. These hues have the ability to induce sensations of serenity and relaxation. Thus, employing blue and green tones in a color scheme for a "Drink More Water" campaign would be ideal as it may aid in communicating the campaign's message while generating an eye-catching contrast with additional accent colors. (Mahnke, F. H. 1996).

Brand voice and tone - The brand voice should be friendly, informative, and motivating. The campaign message should focus on the benefits of drinking water, such as improved health and energy levels.

The brand tone should be positive and inspiring, encouraging the audience to make positive changes in their lives.

Brand message - The campaign message should focus on the importance of drinking water for overall health and wellbeing. It should educate the audience on the benefits of drinking water and encourage them to make it a habit. The message should be consistent across all marketing channels, including social media, email marketing, and video content.

Marketing channels - The campaign should utilize social media platforms like Instagram, Twitter, and Facebook to reach a wide audience. The content should include eye-catching graphics, engaging captions, and hashtags to increase reach. Email marketing should be used to target specific audiences with personalized messaging. The content should include educational resources, promotional offers, and motivational messages. The campaign should create short educational videos on the benefits of drinking water and how to incorporate it into daily routines. The videos should be shareable and easily accessible on social media and the campaign website.

Promotional items - The campaign could offer branded reusable water bottles as a promotional item. This would not only promote the campaign but also encourage the audience to drink more water.

Stickers: The campaign could create stickers with the campaign logo and tagline to distribute at events and conferences.

Infographics - The campaign could create educational infographics that highlight the benefits of drinking water and how much water to drink each day. These could be shared on social media and the campaign website.

Overall, the branding guide should create a cohesive and consistent message across all marketing channels. The focus should be on educating and motivating the audience to drink more water for improved health and wellbeing.

References:

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Barker, M. E., Blain, R. J., & Russell, J. M. (2012). The influence of dietary advice and support on the daily water intake of a free-living population in England. European Journal of Clinical Nutrition, 66(2), 331-335. https://doi.org/10.1038/ejcn.2011.186

Kant, A. K., & Graubard, B. I. (2015). Eating out in America, 1987-2000: Trends and nutritional correlates. Preventive Medicine, 41(2), 63-69. https://doi.org/10.1006/pmed.2004.0548

Becker, C. M., & Nguyen, H. H. (2020). Email marketing segmentation: An exploratory study of the barriers to personalization. Journal of Marketing Communications, 26(6), 571-588. doi: 10.1080/13527266.2018.1508627

Carah, N., & Brodmerkel, S. (2019). Liquid learning? A systematic review of how educational videos are used and perceived by young adults. Journal of Youth Studies, 22(1), 93-108. doi: 10.1080/13676261.2018.1438852

Choi, S. M., & Rifon, N. J. (2016). Antecedents and effects of consumers' purchase decisions on YouTube: The case of the beauty industry. Journal of Interactive Advertising, 16(2), 101-113. doi: 10.1080/15252019.2016.1193234

Cova, B., & Dalli, D. (2019). On the margins of marketing: Theoretical propositions and empirical evidence. Journal of Business Research, 100, 81-86. doi: 10.1016/j.jbusres.2019.01.014

Cornwell, T. B., & Coote, L. V. (2020). Corporate social responsibility and brand management: A comparative study of the UK and India. Journal of Business Research, 116, 215-224. doi: 10.1016/j.jbusres.2020.03.027

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Jones, S. C., Francis, K. L., Gray, C. M., & McCann, T. V. (2021). It's thirsty work: A qualitative study exploring young adult's drinking behaviors during a university orientation week. Health Promotion Journal of Australia, 32(1), 118-127. doi: 10.1002/hpja.362

Kabadayi, S., & Price, L. L. (2017). Consumer-brand identification revisited: An integrative framework. Journal of Business Research, 70, 416-427. doi: 10.1016/j.jbusres.2016.08.016

Parsazadeh, F., & Rostami, F. (2021). The effectiveness of video clips in improving health behaviors: A systematic review. Journal of Education and Health Promotion, 10(1), 80. doi: 10.4103/jehp.jehp_628_20

Siddique, R., & Islam, S. U. (2020). Impact of social media on purchasing decision: A study of female consumers in Pakistan. Journal of Open Innovation: Technology, Market, and Complexity, 6(4), 129. doi: 10.3390/joitmc6040129ed

CDC (2022a). Nutrition Data & Statistics. Get the Facts: Sugar-Sweetened Beverages and Consumption https://www.cdc.gov/nutrition/data-statistics/sugar-sweetened-beverages-intake.html

CDC (2022b). Healthy Weight, Nutrition, and Physical Activity, Water and Healthier Drinks 

             https://www.cdc.gov/healthyweight/healthy_eating/water-and-healthier-drinks.html

Mahnke, F. H. (1996). Color, environment, human response. John Wiley & Sons.