Table Of Contents
Executive Summary
1
Situational Analysis
1
Research
Secondary Research
1
Primary Research
2
Key Messages
3
Target Audiences
4
Challenges and Opportunities
4
Objectives, Strategies, Tactics and Rationales
Objective 1
5
Objective 2
7
Objective 3
9
Conclusion
Appendix
10
A
Executive Summary, Situation Analysis & Secondary Research
Executive Summary
A little Vieux Carré, a pinch of Mardi Gras mambo, a sprinkle of Second Line and a whole lotta soul – mix together,
stir thoroughly, and what do you get? New Orleans, a city recognized for its rich culture and resilient spirit. The
2011 Loyola University New Orleans Bateman team, aka The Voodoo Dolls, presents the spell book for our Voodoo
Whatcha Wanna…For Ya Wallet campaign. Our spell book shows how we used the concept of Voodoo, a term that
originates from the word voudon or power, to empower our target audiences with the knowledge they need to be
ÄUHUJPHSS`SP[LYH[L
(Z;OL=VVKVV+VSSZV\Y[LHTPUJYLHZLK[OLSL]LSVMÄUHUJPHSSP[LYHJ`HTVUNV\Y[HYNL[H\KPLUJLZI`K\YPUN
[OLTVU[OVMV\YJHTWHPNU>LOVZ[LK^VYRZOVWZMVYH[[LUKLLZ^OPJOL_JLLKLK[OLYLX\PYLTLU[Z[H[LK
PU[OL-PUHUJPHS3P[LYHJ`79::()H[LTHU*HZL:[\K`7YVQLJ[)YPLMI`([V\Y^VYRZOVWZHUKV\YZL]LU
H^HYLULZZL]LU[Z^LL_WSHPULK[OH[ÄUHUJPHSSP[LYHJ`PZTVYL[OHUHTP_VMX\PJRTHNPJTVUL`[YPJRZ.VVKWLYZVUHS
ÄUHUJLPZZPTPSHY[V[OLIHZPJL[OVZVM=VVKVV!UV[OPUNOHWWLUZI`JOHUJLP[»ZHSSHIV\[^OH[`V\KVHIV\[ZTHY[
KLSPILYH[LJOVPJLZ[VSP]L^P[OPU`V\YTLHUZ>LNH]L^VYRZOVWH[[LUKLLZ.YPZ.YPZ.YLLUPUMVYTH[PVUMYVT
:THY[,KNL^VYRIVVRZ[V\ZLÄN\YH[P]LS`HZH[HSPZTHUVYYLTPUKLY[VTHRLYLZWVUZPISLI\KNL[HUKJYLKP[JOVPJLZ
In a digital age that values “real time” immediate communication, earnest, meaningful connections between a
corporation and its stakeholders can disappear in the stream of instant messages and lengthy feeds, especially during
[OLHM[LYTH[OVM[OL^VYZ[LJVUVTPJYLJLZZPVUZPUJL[OL.YLH[+LWYLZZPVU6\Y[LHTO\THUPaLK(SS`-PUHUJPHS»Z
Z[YVUNJVYWVYH[LJP[PaLUZOPWHUK[OLWVSHYPaPUN[VWPJVMÄZJHSYLZWVUZPIPSP[`^P[OPU[PTH[LMHJL[VMHJLJVU]LYZH[PVUZ
We became advocates for Ally with a straightforward, culturally relevant campaign that made an impact on our
JVTT\UP[`0U5L^6YSLHUZ^LWVZP[PVULKÄUHUJPHSSP[LYHJ`HZHT\Z[OH]LPUZ[LHKVMHUPJL[VOH]LHUKZOV^JHZLK
(SS`»ZZVJPHSS`YLZWVUZPISL:THY[,KNLWYVNYHT>LPU]P[L`V\[VSLHYUOV^Voodoo Whatcha Wanna…For Ya Wallet
Z\WWVY[LK(SS`»ZJVYWVYH[LZVJPHSYLZWVUZPIPSP[`LMMVY[Z
Situation Analysis
The recent recession caused widespread job loss, innumerable foreclosures and alarming poverty rates to plague
(TLYPJHUMHTPSPLZ+PZ[Y\Z[VMÄUHUJPHSPUZ[P[\[PVUZOHZPUJYLHZLKHJYVZZHSSZVJPVLJVUVTPJNYV\WZ:\JOKPZ[Y\Z[
creates skepticism about corporate social responsibility programs, even in the best of times. In the Gulf South,
Hurricane Katrina and the BP Deepwater Horizon Oil Spill have compounded the effects of the recent economic crisis.
However, a study by Portfolio.com, a business news website, provided good news for the region, ranking the New
6YSLHUZTL[YVHYLHHZÄM[OPU[OLUH[PVUMVYSVUN[LYTWLYJHWP[HPUJVTLNYV^[O0UHKKP[PVUH[HYLJLU[TLL[PUNVMH
regional economic development group, the publisher of Forbes MagazineZ[YLZZLK[OH[[OLUL_[Ä]L`LHYZHYLPU[LNYHS
to a full recovery for New Orleans.
,U[LY(SS`-PUHUJPHS[OL79::()H[LTHU*HZL:[\K`*VTWL[P[PVUHUK;OL=VVKVV+VSSZYLHK`[VNP]L[HYNL[LK
ZLNTLU[ZVM5L^6YSLHUZPUMVYTH[PVUHIV\[ZTHY[ÄUHUJPHSJOVPJLZ
;OL=VVKVV+VSSZMVJ\ZLKVUSV^[VTVKLYH[LPUJVTLPUKP]PK\HSZHUKWHY[ULYLK^P[O[^VUVUWYVÄ[Z[OYLLW\ISPJ
OPNOZJOVVSZHUK[OLOV\ZLRLLWPUNZ[HMMH[HTHQVYOV[LSKV^U[V^U>LHSZVZWYLHKV\YÄUHUJPHS.YPZ.YPZH[[OYLL
private universities where more than half of the students receive federal aid.
>LSL]LYHNLKV\YWHY[ULYZOPWZ[VYLHJOIL`VUK[OLH\KPLUJLZYLX\PYLKI`79::(HUK(SS`-PUHUJPHS!OPNOZJOVVS
students, college students, female heads of household, parents and minorities. We stayed true to grassroots strategies
HUK(SS`-PUHUJPHS»ZNVVKJVYWVYH[LJP[PaLUZOPW6\YYLZLHYJOKPYLJ[LKV\YRL`TLZZHNLZHIV\[WYVWLYI\KNL[HUK
JYLKP[WYHJ[PJLZ(SS`»Z:THY[,KNLWYVNYHTHUKV[OLYLHZ`[V\ZL[VVSZMVYV\YH\KPLUJLZ
Secondary Research
To understand the current behaviors and knowledge level of our target audiences, we studied online and print news
articles, sociology journals and reports, professional case studies and national reports. See Bibliography in Appendix.
1
Secondary Research cont. & Primary Research
College Students:
‹ VM\UKLYNYHK\H[LZOH]LJYLKP[JHYKZHUKTVYL[OHUOHSMOH]LMV\YVYTVYLJYLKP[JHYKZPU^OPJOPZ\W
MYVT
‹ (IV\[VM\UKLYNYHK\H[LZJHYY`V\[Z[HUKPUNIHSHUJLZIL[^LLUHUKHUK^PSSHTHZZHSTVZ[
PUZ[\KLU[KLI[
‹ 6US`VMUH[PVUHSJVSSLNLZ\Y]L`YLZWVUKLU[ZOH]LVI[HPULKHJVW`VM[OLPYJYLKP[YLWVY[
‹ -PUKPUNZZ\NNLZ[[OH[HÄUHUJPHSLK\JH[PVUZLTPUHYLMMLJ[P]LS`PUJYLHZLKJVSSLNLZ[\KLU[Z»ÄUHUJPHSRUV^SLKNL
and responsible attitudes toward credit. Students who attended such seminars also reported intention to engage in
ZPNUPÄJHU[S`TVYLLMMLJ[P]LÄUHUJPHSILOH]PVYZHUKML^LYYPZR`ÄUHUJPHSILOH]PVYZ[OHUZ[\KLU[Z^OVKPKUV[
‹ VM\UKLYNYHK\H[LZPUKPJH[LK[OL`ULLKLKTVYLLK\JH[PVUVUÄUHUJPHSTHUHNLTLU[[VWPJZ0UMHJ[^V\SK
OH]LSPRLK[VYLJLP]LPUMVYTH[PVUPUOPNOZJOVVSHUKHZJVSSLNLMYLZOTLU
‹ 6US`VM\UKLYNYHK\H[LZOH]LUVJYLKP[OPZ[VY`
‹ ,HZ`HJJLZZHUKZOVY[K\YH[PVU^VYRZOVWMVYTH[ZH[[YHJ[HUKTV[P]H[LJVSSLNLZ[\KLU[Z
High School Students:
‹ /PNOZJOVVSZ[\KLU[ZKVUV[WLYJLP]L[OH[ZTHY[JOVPJLZPUWLYZVUHSÄUHUJLHYLYLSL]HU[[V[OLPYSP]LZ
‹ Activities that are fun and engaging provide the intrinsic motivation necessary for high school students to learn and
HYLJVUZPZ[LU[S`YLSH[LK[VOPNOLYÄUHUJPHSSP[LYHJ`ZJVYLZ
‹ 9LZLHYJOZ\NNLZ[Z[OH[[OLTVZ[LMMLJ[P]LWLYZVUHSÄUHUJLTLZZHNLMVYOPNOZJOVVSZ[\KLU[ZPZ[OLPTWHJ[VMÄUHUJPHS
SP[LYHJ`VUHZ[\KLU[»ZM\[\YL;OPZZ[\K`ZOV^LK[OH[H TPU\[LÄUHUJPHSZLTPUHYPZ[OLILZ[TL[OVK[VLUOHUJL
Z[\KLU[Z»ÄUHUJPHSRUV^SLKNLYLZWVUZPISLH[[P[\KLZHUK[OLPYPU[LU[PVUZVMLUNHNPUNPUTVYLYLZWVUZPISLÄUHUJPHS
behaviors in the future.
‹ :LTPUHYZVY^VYRZOVWZ[OH[[HYNL[ZWLJPÄJÄUHUJPHS[VWPJZTH`ILHUH[[YHJ[P]LHS[LYUH[P]LMVYPTWYV]PUNZ[\KLU[Z»
ÄUHUJPHSRUV^SLKNLH[[P[\KLZHUKILOH]PVYZ
Female Heads of Household/ Parents:
‹ Familial interactions shape experiences and meanings particular to each gender and their relationship to money.
‹ >OLUTV[OLYZTVKLSLKÄUHUJPHSYLZWVUZPIPSP[`HUKHKVSLZJLU[ZWYHJ[PJLK[OVZLZRPSSZ[OLMYLX\LUJ`VMWLYMVYTHUJL
PUJYLHZLKHTVUNHKVSLZJLU[Z^OV[OLUYLWVY[LKMLLSPUNTVYLÄUHUJPHSS`WYLWHYLK
Young Adults!
‹
‹
9LZLHYJOZOV^LKHSHJRVMTV[P]H[PVU[VSLHYUVYYL[HPUWLYZVUHSÄUHUJLZRPSSZPU`V\UNHK\S[ZL]LUHM[LY[HRPUNHJV\YZL
4HU``V\UNHK\S[ZKVUV[JVUZPKLY[OLSVUN[LYTJVUZLX\LUJLZZ\YYV\UKPUN[OLTPZ\ZLVMJYLKP[PUJS\KPUN`LHYZVM
ÄUHUJPHSKLI[SV^JYLKP[ZJVYLZPTWLKPUNM\[\YLWSHUZHUKPUL_[YLTLJHZLZWLYZVUHSIHURY\W[J`
Financial Literacy!
‹ -PUHUJPHSSP[LYHJ`PZ[OLWVZZLZZPVUVM[OLRUV^SLKNLP[[HRLZ[VTHRLNVVKWLYZVUHSÄUHUJLKLJPZPVUZ
‹ (TLYPJHUZKVU»[YLHSPaL[OL`KVU»[\UKLYZ[HUKWLYZVUHSÄUHUJLPZZ\LZ
‹ 6\YHUHS`ZPZZOV^Z[OH[ÄUHUJPHSPSSP[LYHJ`PZ^PKLZWYLHK>VTLUTPUVYP[PLZHUKWLVWSL^P[OV\[HJVSSLNL
degree are particularly at risk of not obtaining the necessary knowledge needed to make proper budget and credit
KLJPZPVUZ-PUHUJPHSRUV^SLKNLHUKWSHUUPUNHYLPU[LYYLSH[LK!WLVWSL^OVKPZWSH`ÄUHUJPHSRUV^SLKNLHYLTVYL
SPRLS`[VZLJ\YLHZ\JJLZZM\SÄUHUJPHSM\[\YLILJH\ZLVM[OLPYWYLJH\[PVUHY`Z[LWZ[HRLU
‹ ;OLSL]LSVMHZWPYH[PVUPZVULVM[OLTVZ[PTWVY[HU[KL[LYTPUHU[ZVMÄUHUJPHSSP[LYHJ`
Primary Research!
We conducted informal polls, written surveys, focus groups and in-depth interviews with 399 individuals from the
Greater New Orleans area including college students, college student leaders, professors, adult managers/leaders and
PR professionals.
Informal polls-;VOLSW\ZJYLH[LV\YZ\Y]L`PUZ[Y\TLU[^LWVSSLK3V`VSHZ[\KLU[ZPUOPNO[YHMÄJHYLHZ[VKL[LYTPUL
their familiarity witht the term ÄUHUJPHSSP[LYHJ`HUK[OLPYNLULYHSÄUHUJPHSH[[P[\KLZHUKHJ[PVUZ>LSLHYULK[OH[!
‹ KVUV[I\KNL[[OLPYTVUL`
‹ WH`[OLPYKH`[VKH`L_WLUZLZ^P[O[OLPYV^UTVUL`HUKZHPK[OLPYWHYLU[ZWH`[OLZLL_WLUZLZ
‹ 4VZ[^LYLJVUM\ZLKHIV\[^OH[ÄUHUJPHSSP[LYHJ`TLHU[HUK^LYLUV[PU[LYLZ[LKPUÄUKPUNV\[
2
Primary Research cont. & Key Messages
Written surveys- 7YPVY[VV\YJHTWHPNU^LJVSSLJ[LK Z\Y]L`ZHZRPUN3V`VSH<UP]LYZP[`Z[\KLU[ZHIV\[[OLPYJ\YYLU[
I\KNL[HUKJYLKP[RUV^SLKNLHUKWYHJ[PJLZ;OLZ\Y]L`ZPUKPJH[LK!
‹ 6US`VM3V`VSHZ[\KLU[ZJSHPT[OL`HYLÄUHUJPHSS`SP[LYH[LOH]L[OLJVYYLJ[I\KNL[PUNWYHJ[PJLHUKRUV^^OH[H
credit report is.
‹ VM[OVZL^OVOH]LHI\KNL[MVSSV^[OLJVYYLJ[I\KNL[PUNWYHJ[PJLVM¸RLLWPUN[YHJRVMTVU[OS`PUJVTL]LYZ\Z
expenses on paper or electronically.”
‹ VM[OVZL^OVZ[H[L[OL`HYLÄUHUJPHSS`SP[LYH[LRUV^^OH[HJYLKP[YLWVY[PZ
‹ 6US`VM[OVZLZ\Y]L`LK^V\SKH[[LUKHÄUHUJPHSSP[LYHJ`JSHZZSLKI`HJLSLIYP[`^OPSL^V\SKH[[LUKHJSHZZ
lead by a person their age.
Focus groups- We conducted focus groups with the executive board of the Loyola Black Student Union and the Loyola
JOHW[LYVM(SWOH2HWWH7ZPHUH[PVUHSI\ZPULZZMYH[LYUP[`[VÄN\YLV\[OV^[VTHRLÄUHUJPHSSP[LYHJ`M\UHUKLUNHNPUNMVY
college students in the context of a tailored workshop event. We conducted focus groups with the female managers of the
J.W. Marriott Hotel, the staff members of Boys Hope Girls Hope and the New Orleans Neighborhood Housing Services to
help us tailor workshops to our secondary audiences.
College Students- Black Student Union, Alpha Kappa Psi
‹ (ÄUHUJPHS^VYRZOVWPZYLSL]HU[[V[OLPYJS\ITLTILYZHUKV[OLYZ[\KLU[Z^OVWHY[PJPWH[LPUL_[YHJ\YYPJ\SHYHJ[P]P[PLZVU
campus because they must pay dues on time and budget properly to fully participate in those activities.
‹ College students are likely to participate in events that are made interesting through an interactive game format.
‹ (ULMMLJ[P]L[HJ[PJ[V[LHJO`V\UNHK\S[ZHUKZ[\KLU[ZHIV\[WLYZVUHSÄUHUJPHSILOH]PVYZPZZPT\SH[PUNO`WV[OL[PJHS
ÄUHUJPHSZP[\H[PVUZHZP[WYV]PKLZHUPU[LYHJ[P]LHUK]PZ\HS^H`[VL_WSHPUJVUJLW[ZHUKPKLHZ
Adults- J.W. Marriott, Neighborhood Housing Services Adult “Financial Fitness” Class
‹ ;OL5L^6YSLHUZ4HYYPV[[JOHPUVMOV[LSZWHY[PJPWH[LZPUHJVTWHU`^PKLWLYZVUHSOLHS[OHUK^LSSULZZWYVNYHT;OL
Z[HMMTLTILYZVM[OL5L^6YSLHUZWYVWLY[`Z[H[LK[OH[HÄUHUJPHSSP[LYHJ`^VYRZOVW^V\SKILYLSL]HU[[V[OLPYLTWSV`LLZ
if it included concepts regarding the idea that eating and living well are possible within any budget.
‹ A comfortable environment and an emphasis on the incentive of future gains are the most effective way to approach
HK\S[ZPUJS\KPUNWHYLU[ZHUKMLTHSLÄYZ[OLHKZVMOV\ZLOVSK
‹ WLYJLU[VMWHY[PJPWHU[ZZHPK[OL^LLRS`¸-PUHUJPHS-P[ULZZ¹JSHZZNLHYLK[V^HYKZVVU[VILÄYZ[[PTLOVTLI\`LYZ^HZ
L_[YLTLS`ILULÄJPHS[V[OLT
‹ ;OLTHQVYP[`VMHK\S[ZPUH^LLRS`ÄUHUJLJSHZZZHPK[OL`OHKWVZP[P]LS`JOHUNLK[OLPYÄUHUJPHSILOH]PVYZHZHYLZ\S[VM
their attendance.
‹ 7HY[PJPWHU[ZYLZWVUKMH]VYHIS`[VHUPUZ[Y\J[VY»ZLTWV^LYPUNZ[H[LTLU[ZHIV\[[OLPYHIPSP[PLZ
Middle/High School Students- Boys Hope Girls Hope
‹ School dances, professional sporting activities and cars are relevant budget topics for the high school and middle school
Z[\KLU[ZSP]PUNPU[OLIV`Z»HUKNPYSZ»OVTLZ
‹ /PNOLYLK\JH[PVUPZHYLSL]HU[TVUL`ZH]PUN[VWPJMVY[OLHKVSLZJLU[YLZPKLU[Z
Interviews- We conducted interviews with Andy Kutcher of FSC Interactive, Dr. Brett Matherne, assistant professor of
management at Loyola and PRSA New Orleans board members.
‹ -HJLIVVRWYVÄSLWHNLZHYLUV[HZLMMLJ[P]LHZ-HJLIVVRMHUWHNLZ^OPJOVMMLYTVYLTLHZ\YHISLHUHS`[PJZ
‹ ;^P[[LYPZHM\SS[PTLQVIHUKPM`V\JHUUV[KLKPJH[L[OL[PTL[VLMMLJ[P]LS`\ZLP[[VP[ZM\SSWV[LU[PHSP[PZUV[^VY[O\ZPUN
Furthermore, Twitter may not actively serve our grassroots strategies.
‹ A campaign theme should be adaptable to the interests and lifestyles of each demographic; for example, use prom
expenses as the context for a high school workshop.
‹ A campaign should be provocative enough to engage our audience(s) but not so provocative that we disrespect the
integrity of the brand.
‹ Campaign objectives must be measureable, and each strategy and tactic must correlate with the objectives.
‹ (NYHZZYVV[ZJHTWHPNUZOV\SKMVJ\ZVUX\HSP[`MHJL[VMHJLPU[LYHJ[PVUZYH[OLY[OHUPTWLYZVUHSSHYNLZJHSLL]LU[Z
‹ (NYHZZYVV[ZJHTWHPNUZOV\SKYLS`VUJVWYVNYHTTPUNHUKWHY[ULYZOPWZ^P[OL_PZ[PUNNYV\WZ[VHMMLJ[SHYNLYU\TILYZVM
individuals.
Key Messages
‹
‹
‹
3
Voodoo is what youKV"[OLWV^LY[VTHRLZTHY[ÄUHUJPHSKLJPZPVUZSPLZPU^OH[you know and what you do.
Smart budget and credit decisions are relevant to your lifestyle today and in the future.
;OL.YPZ.YPZPUNYLKPLU[ZULLKLK[VTHRLZTHY[ÄUHUJPHSKLJPZPVUZHYLHMMVYKHISLLHZ`[VÄUKHUKLHZ`[V\ZLVUHKHPS`IHZPZ
Recipes for your Gris Gris Green can be found on smartedgebygmac.com or in the SmartEdge by GMAC workbook.
Target Audiences
Target Audiences & Challenge & Opportunities
Primary Audience: Undergraduates, Loyola University New Orleans, a private university
Secondary Audiences!
‹ Freshmen, Dillard University, a private, historically black university
‹
‹
‹
‹
‹
‹
‹
‹
‹
Alpha Epsilon Phi sorority, Tulane University, a private university
Seniors, O. Perry Walker College and Career Preparatory High School
Juniors and seniors, Warren Easton Charter High School
/PNOZJOVVSZ[\KLU[ZHUKZ[HMM)V`Z/VWL.PYSZ/VWLVM.YLH[LY5L^6YSLHUZHWYP]H[LUVUWYVÄ[VYNHUPaH[PVU
-LTHSLÄYZ[OLHKZVMOV\ZLOVSK4L[YVWVSP[HU4L[YV*LU[LYMVY>VTLUHUK*OPSKYLUHWYP]H[LUVUWYVÄ[VYNHUPaH[PVU
Female students and their mothers, Edna Karr Charter High School
Female managers and housekeeping staff, J. W. Marriott, a downtown New Orleans hotel
3H[P563(UVUWYVÄ[VYNHUPaH[PVU[OH[WYV]PKLZYLZV\YJLZ[V[OL3H[PUVJVTT\UP[`
Casa Oportunidades, a Latino community center
Challenge & Opportunities
Challenge:>P[O[OL5L^6YSLHUZ:HPU[Z»:\WLY)V^S^PUZ[PSSVU[OLTPUKZVM5L^6YSLHUPHUZHUKTV\U[PUN
excitement for the 2011 Mardi Gras season during the months of our campaign, we were challenged with creating an
LU[PJPUN[OLTLMVYHUH\KPLUJLIVYLKI`WLYZVUHSÄUHUJLK\YPUNVULVM[OLIPNNLZ[JLSLIYH[PVUZVM[OL`LHYPUHJP[`
^VYSKYLUV^ULKMVYP[ZWHY[`PUNOHIP[Z>LULLKLKHUVYPNPUHSJVUJLW[[OH[JVTWSLTLU[LK[OL\UPX\LJ\S[\YLVM5L^
6YSLHUZ`L[KPKUV[YLS`VU*HYUP]HSJVSVYZVMW\YWSLNYLLUHUKNVSKVY[OLILSV]LKISHJRHUKNVSKÅL\YKLSPZVMV\Y
NFL team.
Opportunity: >L\ZLKVULVM[OL\UPX\LJ\S[\YHSHZWLJ[ZVM5L^6YSLHUZ¶=VVKVV;OPZJ\S[\YHSJVUJLW[JVUULJ[Z[V
our target audiences because our city is home to one of the most famous Voodoo museums in the country, Voodoo
))8YLZ[H\YHU[MYHUJOPZL[OLHYLUHMVV[IHSS[LHT5L^6YSLHUZ=VV+VVHUKV[OLY=VVKVV[OLTLKLZ[HISPZOTLU[Z0U
fact, Voodoo Fest, a fall music festival, rivals the annual Jazz and Heritage Festival, which should come as no surprise
ZPUJL5L^6YSLHUZPZJVUZPKLYLK5VY[O(TLYPJH»Z=VVKVVJHWP[HS6\Y[OLTLSPURZVoodoo with ^OH[`V\KV and has
enough rhythm, mystery and soul to arouse curiosity and compel audiences to learn that responsible budget and credit
behaviors are within their control.
Challenge: 6\YZ\Y]L`H[3V`VSHHUKWVSSZHIV\[WLYZVUHSÄUHUJLWYHJ[PJLZYL]LHSLK[OH[V\Y[HYNL[H\KPLUJL^HZ
\UPU[LYLZ[LKPUH[[LUKPUNÄUHUJPHSSP[LYHJ`^VYRZOVWZVY\ZPUNHI\KNL[VYJYLKP[YLWVY[0UMHJ[Z[\KLU[Z[YPLK[VI`WHZZ
V\YZ\Y]L`JVSSLJ[PVU[HISLZHUKVM[LUL_WYLZZLKKPZN\Z[^OLU^LHZRLKMVY[OLPYVWPUPVUZHIV\[WLYZVUHSÄUHUJL-VY
L_HTWSL^OPSL^LJVUK\J[LKWVSSZHIV\[ÄUHUJPHSSP[LYHJ`THU`Z[\KLU[ZYLM\ZLK[VYLZWVUKILJH\ZL[OL`¸KVU»[OH]L[PTL
[VKPZJ\ZZÄUHUJL¹
Opportunity: Our intimate, informal and interactive events for small groups made undergraduates feel more comfortable and
engaged than a standard workshop atmosphere. We targeted activities for each audience; for instance, at high schools we
JYLH[LKHI\KNL[MVY[OLWLYMLJ[WYVTHUKMVY[OL^VTLUTHUHNLYZH[[OL4HYYPV[[^LKL]LSVWLKHUPUOVTLZWHKH`VUH
I\KNL[;HYNL[LKHJ[P]P[PLZYLP[LYH[LK[VV\YH\KPLUJLZ[OLYLSL]HUJLVMWLYZVUHSÄUHUJL[V[OLPYKHPS`YV\[PUL
Challenge: ;OLYLX\PYLK[PTPUNMVYPTWSLTLU[PUN)H[LTHUJHTWHPNUZJVUÅPJ[Z^P[OOPNOZJOVVSZWYPUNWYLWHYH[PVUMVY
the Graduate Exit Exam (GEE) and with the Mardi Gras season throughout the region. High school teachers mark GEE
WYLWHYH[PVUHZWYPVYP[`HUK^P[OWHYHKLZYVSSPUNMYVT-LI [OYV\NO-H[;\LZKH`VU4HYJO4HYKP.YHZ^HZHJLY[HPU
interruption in our campaign. During this period, streets were barricaded, businesses closed early and classes were
JHUJLSSLK(SSVM[OLZLJVTIPULKJOHSSLUNLZOLPNO[LULKPU[LYLZ[PUWHYHKLZHUKKPTPUPZOLKPU[LYLZ[PUÄUHUJPHSSP[LYHJ`
workshops and made it nearly impossible for us to arrange events.
Opportunity: High school seniors complete GEE testing during their junior year of high school, which led us to target seniors
ZWLJPÄJHSS`;LHJOLYZ^LYLTVYLÅL_PISL^P[OJ\YYPJ\S\TZPUJL.,,WYLWHYH[PVU^HZUV[ULJLZZHY`>LJYLH[LKHJ[P]P[PLZ[OH[
HWWLHSLK[V[OL\WWLYJSHZZTLU»ZPU[LYLZ[MVYL_HTWSLH=VVKVV9PÄJ7YVTI\KNL[PUNHJ[P]P[`>LHSZVPUJVYWVYH[LKI\KNL[
and credit education into the Mardi Gras mayhem. We capitalized on grassroots tactics and hit the streets as Voodoo Dolls in
green wigs, with Lola Doll front and center to draw attention on crowded parade routes:LL6IQLJ[P]L:[YH[LN`;HJ[PJ
2). >LHSZV[LHTLK^P[O3V`VSH+PUPUN:LY]PJLZ»:THYKP.YHZJHTWHPNU^OLYL^LKPZ[YPI\[LKOHUKV\[ZHIV\[OV^[VTHRL
ZTHY[ÄUHUJPHSKLJPZPVUZ
4
Challenge & Opportunities cont. & Objective 1
Challenge:4VYL[OHUVM3V`VSH\UKLYNYHK\H[LZPKLU[PÄLK[OLTZLS]LZHZÄUHUJPHSS`SP[LYH[LVUV\YZ\Y]L`
/V^L]LYML^VM[OLZLZLSMPKLU[PÄLKÄUHUJPHSS`SP[LYH[LZ[\KLU[ZJVYYLJ[S`HUZ^LYLKX\LZ[PVUZHIV\[[OLJOHYHJ[LYPZ[PJZ
VMHULMMLJ[P]LI\KNL[VYNVVKJYLKP[;VYLKLÄULHWLYZVU»ZZLSMJVUJLW[PZT\JOTVYLKPMÄJ\S[[OHU[OLPU[YVK\J[PVU
of new information.
Opportunity:)`JVSSLJ[PUNWVZP[P]LÄUHUJPHSILOH]PVYWSLKNLZ^LLTWOHZPaLKWVZP[P]LÄUHUJPHSILOH]PVYZHUK
OPNOSPNO[LKHJJ\YH[LKLÄUP[PVUZVMWLYZVUHSÄUHUJL[LYTZHUKWYHJ[PJLZ>LZ[YH[LNPJHSS`WSHUULKL]LU[Z[OH[
encouraged conversation and interaction to stimulate exchange of advice and ideas among participants.
Objective 1: ;VPUJYLHZL[OLU\TILYVM\UKLYNYHK\H[LZ[\KLU[Z^OVHYLÄUHUJPHSS`SP[LYH[LI`H[3V`VSH
University by March 8, 2011.
Strategy 1: To develop a culturally relevant, provocative campaign theme that resonates with New Orleans residents.
:[\KPLZZOV^HUPUJYLHZLKUH[PVU^PKLMHZJPUH[PVU^P[O=VVKVVZ[HY[PUNPU[OL Z9LMLYLUJLZ[V=VVKVV
in blockbuster movies like ;OL:RLSL[VU2L` or ;OL7YPUJLZZHUK[OL-YVN may amplify misperceptions for audiences
V\[ZPKLV\YJVTT\UP[`I\[WVW\SHYJ\S[\YLOHZPU[LUZPÄLK[OLOV\ZLOVSK\ZLVM[OL[LYTMVY5L^6YSLHUPHUZ^OV
revel in the mystery of its many meanings and connotations. Our survey and observations proved that college students
^LYLUV[PU[LYLZ[LKPU[HSRPUNHIV\[WLYZVUHSÄUHUJLZZVZLSLJ[PVUVMHWYV]VJH[P]L[OLTL^HZJY\JPHS[VV\YZ\JJLZZ
6\YMVJ\ZNYV\W[LZ[ZVM]HYPV\Z[OLTLZLZ[HISPZOLK[OH[SVJHSZ^V\SKYLZWVUKTVYLMH]VYHIS`[VHÄUHUJPHSSP[LYHJ`
campaign associated with Voodoo than with a Mardi Gras or NFL Saints theme. We also found Voodoo did not garner
ULNH[P]P[`PUYLSH[PVU[VÄUHUJLHUKHUPU[LY]PL^^P[OH3V`VSHTHUHNLTLU[WYVMLZZVYYL]LHSLK[OH[H=VVKVV[OLTL
did not jeopardize the integrity of Ally Financial. Our research persuaded us that the potential ambiguity of our
=VVKVV[OLTLHUKPUÅH[HISLSPMLZPaLKKVSS[\YULKTHZJV[^V\SKPU]VRLLUV\NOJ\YPVZP[`[VJHW[\YLH[[LU[PVUZV[OH[
^LJV\SKLUNHNLV\YH\KPLUJLZPUKPZJ\ZZPVUZHIV\[ÄUHUJPHSSP[LYHJ`
Rationale:
Tactic 1: Create an enticing slogan. The slogan, Voodoo Whatcha Wanna…For Ya Wallet, embodies a historic and
prevalent aspect of New Orleans culture. It also complements +V>OH[JOH>HUUH9LIPY[O)YHZZ)HUK»ZOP[ZVUN
commonly played during Mardi Gras season, the timeframe mandated for the Bateman campaign. Voodoo Whatcha
Wanna integrates Carnival season with the mysterious allure of Voodoo, making our campaign stand out locally
HTVUNJV\U[SLZZJSPJOtJHTWHPNUZ[OH[MLH[\YL4HYKP.YHZ[OL:HPU[ZHUKÅL\YKLSPZZ`TIVSZ0U[OLHM[LYTH[OVM
tragedies like Hurricane Katrina and the BP Deepwater Horizon Oil Spill, our team gave a sense of empowerment to
the citizens of New Orleans, just as Voodoo provides to followers. Voodoo Whatcha Wanna…For Ya Wallet convinced
V\YOHYK[VH[[YHJ[H\KPLUJLZ[OH[[OL=VVKVVULLKLKMVYZ\JJLZZM\SÄUHUJPHSM\[\YLZSPLZPU^OH[[OL`KV
Tactic 2: Create a mascot as a symbol for our campaign and to promote our key messages. We humanized our
JHTWHPNU^P[O3VSH+VSSHSPMLZPaLK=VVKVVKVSSJVUZPZ[LU[^P[O[OL[YHKP[PVUHS\ZLVM=VVKVVKVSSZHZWLYZVUHSHPKZ
[OH[OLSW`V\NL[^OH[`V\^HU[>L[YHUZMVYTLKHÄ]LMVV[[HSSPUÅH[HISLKVSSW\YJOHZLKH[HSVJHSUV]LS[`ZOVWPU[V
HWLYZVUHSÄUHUJLJLSLIYP[`>L^YHWWLK[OLWPURKVSS^P[OH[OSL[PJ[HWLNS\LKTPZTH[JOLKI\[[VUZMVYL`LZHUK
H[[HJOLKOHPYL_[LUZPVUZ[VJYLH[L3VSH+VSS[OLTVZ[ÄUHUJPHSS`SP[LYH[L=VVKVVHSS`PU5L^6YSLHUZ
Tactic 3:-VYTHWLYZVUHMVYV\Y)H[LTHU[LHT>LMHZOPVULKV\YZLS]LZHZWLYZVUHSÄUHUJLHTIHZZHKVYZHUKJYLH[LK
the identity, The Voodoo Dolls, for our Bateman team. The Voodoo Dolls, complete with green wigs, established a
MYLZOPKLU[P[`MVYW\ISPJYLSH[PVUZZ[\KLU[Z[LHJOPUNÄUHUJPHSSP[LYHJ`HUKH[[YHJ[LKH[[LU[PVU^OLYL]LY^L^LU[
Tactic 4: Create a Facebook Fan Page. To keep Lola and The Voodoo Dolls connected with out workshop and event
attendees as well as with the larger community, we created a Facebook Fan Page for Lola Doll. Lola provided fans
^P[O\ZLM\SÄUHUJPHS[PWZ[OYV\NOZ[H[\Z\WKH[LZHUKSPURZ[VÄUHUJPHSS`ZHH]`HY[PJSLZHUKISVNZSPRL¸)\KNL[)`[LZ¹
and “How to Live on a Budget.” Lola highlighted her popularity through posted pictures from her events and served as
HÄUHUJPHSHSS`[VMHUZ^P[OPUX\PYPLZHIV\[[OLPYI\KNL[HUKJYLKP[WYVISLTZ
Strategy 2: To host informal, fun and interactive events that provide budget and credit information to target audiences.
5
Objective 1 cont.
Rationale:4VZ[JVSSLNLZ[\KLU[ZZ\Y]L`LK^LYL\UPU[LYLZ[LKPUH[[LUKPUNHÄUHUJPHS^VYRZOVW/V^L]LYVMZ[\KLU[Z
ZHPK[OL`^V\SKTVZ[SPRLS`H[[LUKHÄUHUJPHSSP[LYHJ`^VYRZOVWK\YPUN[OLL]LUPUNZHPK[OL`^V\SKTVZ[SPRLS`H[[LUK
HÄUHUJPHSSP[LYHJ`^VYRZOVWVUH^LLRKH`HUKZHPK[OL`^V\SKTVZ[SPRLS`H[[LUKHÄUHUJPHSSP[LYHJ`^VYRZOVWPU
[OLZ[\KLU[JLU[LY:LJVUKHY`YLZLHYJOZOV^Z[OH[HMHTPSPHYLU]PYVUTLU[PZYLX\PYLKMVYZ[\KLU[Z[VWHY[PJPWH[L6\YZ\Y]L`
ZOV^LK[OH[MYLZOTLUHYLSLHZ[SPRLS`[VJSHPTÄUHUJPHSSP[LYHJ`HTVUNV[OLYJSHZZPÄJH[PVUZ^P[OVUS`JSHPTPUN[VIL
ÄUHUJPHSS`SP[LYH[L
Tactic 1: *YLH[LHKH`KL]V[LK[VÄUHUJPHSSP[LYHJ`>LYLJLP]LKHWYVJSHTH[PVUMYVT4H`VY4P[JO3HUKYPL\[OH[LZ[HISPZOLK
>LKULZKH`-LIHZ-PUHUJPHS3P[LYHJ`+H`PU5L^6YSLHUZ0UOVUVYVM-PUHUJPHS3P[LYHJ`+H`^LOVZ[LKHJHTW\Z
wide celebration that encouraged the Loyola community to wear green and enjoy delicious, homemade green cake. Guests
^LYLJOHSSLUNLK[V[HRLHJ[PVUHUKJOHUNLHÄUHUJPHSILOH]PVYMVY[OLIL[[LYI`WSLKNPUN[VJOLJR[OLPYJYLKP[YLWVY[HUK
or record their expenses and income to create a budget. As guest of honor, Lola Doll entertained attendees with her dance
TV]LZ[VOLYM\UR`P7VKTP_WVZLKMVYWPJ[\YLZ^P[OOLYHKTPYLYZHUKKPZ[YPI\[LK^VYRZOLL[ZVUÄUHUJPHSPUMVYTH[PVUMVY
`H^HSSL[
Tactic 2: 7HY[ULY^P[OH[YLUK`JVSSLNLIHY>LOVZ[LKHIHYUPNO[H[9VJJV»ZHU<W[V^UJVSSLNLOV[ZWV[VU-YPKH`-LI
;OL=VVKVV+VSSZ^VYLNYLLU^PNZ[VZ`TIVSPaL[OH[^L^LYLZVÄUHUJPHSS`SP[LYH[LV\YOHPY[\YULKNYLLUSPRL[OLJHZO
^LZH]LKPUV\Y^HSSL[Z>LZ[YH[LNPJHSS`WSHJLKJHW[P]H[PUNÅ`LYZPUIH[OYVVTZ[HSSZHUKVU[OLIHYJV\U[LY6\YÅ`LYZ
MVYMLTHSLWH[YVUZLUJV\YHNLKYLPU]LU[PUNJ\YYLU[V\[Ä[ZYH[OLY[OHUI\`PUNUL^VULZHUKV\YÅ`LYZMVYTHSLWH[YVUZ
L_WSHPULKOV^[VZH]LTVUL`VUHKH[L>P[O3VSHPU[V^^LVMMLYLKV\YN\LZ[Z4VUL`4VQVZ[OLSLHZ[L_WLUZP]L
IL]LYHNLVU[OLTLU\>LHSZVKPZ[YPI\[LK3VSH+VSS»ZVMÄJPHSI\ZPULZZJHYKMVY`H^HSSL[HUKJVSSLJ[LKÄUHUJPHSWSLKNLZ
throughout the evening.
Tactic 3: Hold a game night exclusively for a segmented Loyola student audience. Lola and The Voodoo Dolls hosted a
NHTLUPNO[L_JS\ZP]LS`MVYMYLZOTLUVU[OLÄYZ[ÅVVYVMHMYLZOTHUYLZPKLU[PHSOHSS([[LUKLLZWSH`LK;HIVVHJVTTVU
IVHYKNHTL[OH[JVTWSLTLU[Z=VVKVVQHYNVUHUKYLÅLJ[ZV\YTLZZHNL[VH]VPKIHKÄUHUJPHSILOH]PVYZZ\JOHZWH`PUNIPSSZ
late and not categorizing and tracking expenses for a budget. The Voodoo Dolls gave testimonials about our own freshman
`LHYÄUHUJPHSSLZZVUZ!(]VPKMHZ[MVVK[YPWZ[V7VWL`LZ3V\PZPHUH2P[JOLUHUKSPTP[THSS]PZP[Z.\LZ[ZHSZVYLJLP]LKWSLKNL
JHYKZHUK3VSH»ZZWLJPHSPaLKÄUHUJPHS[PWZOLL[MVYMYLZOTLU
Tactic 4: 7YLZLU[3VSH+VSS»Z=VVKVV2PUN7HNLHU[;OL=VVKVV+VSSZNH]LÄ]L3V`VSHTLUHUL_JS\ZP]LJOHUJL[VJVTWL[L
MVY3VSH+VSS»ZOLHY[PUH[OYLLJH[LNVY`WHNLHU[[VWYV]L[OLPYÄUHUJPHSIYHPUZIYH^UHUKI\KNL[PUNHIPSP[PLZ7HNLHU[
JVU[LZ[HU[ZHUZ^LYLKI\KNL[X\LZ[PVUZKLZJYPILK[OLWLYMLJ[KH[LVUHSPTP[LKI\KNL[HUKJOVYLVNYHWOLKHÄUHUJPHSKHUJL
[VHTVUL`[OLTLKZVUNSPRL¸4HRLP[9HPU¹I`;YH]PZ7VY[LY-VYL_HTWSL[OLWHNLHU[LTJLLHZRLKVULJVU[LZ[HU[[V
KLÄUL¸WH`PUN`V\YZLSMÄYZ[¹KHUJL[OL¸I\KNL[I\TW¹HUKWSHUHKH[L^P[O/PZKH[LPUJS\KLKH^HSRPU[OLWHYRHUK
splitting an entrée to stay within his budget.
Tactic 5: *VSSHIVYH[L^P[O,KUH2HYY/PNO:JOVVS,KUH2HYYOVZ[LKH¸4VTHUK4L¹THRL`V\YV^UWPaaHUPNO[MVYOPNO
ZJOVVSNPYSZHUK[OLPYTV[OLYZ[OH[Z[YLZZLK[OLPTWVY[HUJLVMMHTPS`HUKLH[PUNOLHS[O`OVTLJVVRLKTLHSZ;OL=VVKVV
+VSSZ[H\NO[[OLH[[LUKLLZOV^[VJYLH[LOLHS[O`TLHSZVUHI\KNL[[OYV\NOHX\LZ[PVUHUKHUZ^LYZLZZPVUOLSK^OPSL
THRPUNWPaaH>LKPZ[YPI\[LKYLJPWLZHUKL_WSHPULK[OLOLHS[OHUKÄUHUJPHSWYVISLTZ^P[OL_JLZZP]LJVUZ\TW[PVUVMMHZ[
food.
Tactic 6: 7HY[PJPWH[LPU3V`VSH»Z:THYKP.YHZWYVNYHT3V`VSH»Z+PUPUN:LY]PJLZJYLH[LKHYLZV\YJLWHJRL[MVYZ[\KLU[ZVU
OV^[VTHRLZTHY[KLJPZPVUZK\YPUN4HYKP.YHZ;OL=VVKVV+VSSZPUJS\KLKV\YV^UKVJ\TLU[SPZ[PUNÄUHUJPHS[PWZMVY
Mardi Gras. We advised catching plastic Mardi Gras beads rather than charging on a plastic credit card. The Voodoo Dolls
HSZVHK]PZLKILPUNH^HYLVM4HYKP.YHZULLKZ]LYZ\Z^HU[Z`V\ULLK[VLH["`V\TH`^HU[TVYLILLY
Objective 1: Outcome: EXCEEDED
7VZ[JHTWHPNUZ\Y]L`ZZOV^LK[OH[[OLU\TILYVMZ[\KLU[Z^OVJSHPTLK[VILÄUHUJPHSS`SP[LYH[LPUJYLHZLKI`)LMVYLV\Y
JHTWHPNU[OLWLYJLU[HNLVMZ[\KLU[Z^OVJSHPTLK[OL`^LYLÄUHUJPHSS`SP[LYH[L^HZ"HM[LY(ZUHWZOV[VMWYLHUK
WVZ[L]LU[X\PaaLZPUKPJH[LTVYLZ\IZ[HU[P]LPUJYLHZLZ6\Y^VYRZOVWZMVY3V`VSH»ZJOHW[LYVM(SWOH*OP6TLNHYLZ\S[LKPUH PUJYLHZLPU[OLU\TILYVMH[[LUKLLZ^OVZH`[OL`HYLÄUHUJPHSS`SP[LYH[L>LPUJYLHZLK[OLWLYJLU[HNLVM)SHJR:[\KLU[<UPVU
TLTILYZ^OVZH`[OL`HYLÄUHUJPHSS`SP[LYH[LI`3VSH»Z=VVKVV2PUN7HNLHU[H^VYRZOVWVWLULK[VHSS3V`VSHZ[\KLU[Z
YLZ\S[LKPUHPUJYLHZLPUPUKP]PK\HSZ^OVJSHPTLK[VILÄUHUJPHSS`SP[LYH[L
6
Objective 2
Objective 2: ;VLK\JH[LH[SLHZ[TLTILYZVMV\Y[HYNL[LKH\KPLUJLZHIV\[[OLPTWVY[HUJLVMÄUHUJPHSSP[LYHJ`
Strategy 1: ;VWHY[ULY^P[O\UP]LYZP[`NYV\WZ[VLK\JH[LZ[\KLU[ZHIV\[[OLPTWVY[HUJLVMÄUHUJPHSSP[LHYJ`
Rationale: A focus group with New Orleans PRSA members and other local communicators conveyed that a
NYHZZYVV[ZJHTWHPNUYLSPLZVUL_PZ[PUNNYV\WZZ\JOHZZ[\KLU[VYNHUPaH[PVUZMVYJVWYVNYHTTPUNHUKWHY[ULYZOPWZ
[VHMMLJ[SHYNLYU\TILYZVMPUKP]PK\HSZ:LJVUKHY`YLZLHYJOZOV^LK[OH[`V\UNHK\S[ZKPKUV[JVUZPKLY[OLSVUN
[LYTJVUZLX\LUJLZZ\YYV\UKPUN[OLTPZ\ZLVMJYLKP[PUJS\KPUN`LHYZVMÄUHUJPHSKLI[SV^JYLKP[ZJVYLZPTWLKPUN
M\[\YLWSHUZHUKWLYZVUHSIHURY\W[J`6\YZ\Y]L`ZOV^LKVUS`VM3V`VSHZ[\KLU[ZJSHPTLK[OL`HYLÄUHUJPHSS`
SP[LYH[LOH]L[OLJVYYLJ[I\KNL[WYHJ[PJLZHUKRUV^^OH[HJYLKP[YLWVY[PZZOV^PUN[OLPYULLKMVYJVYYLJ[ÄUHUJPHS
PUMVYTH[PVU6\YZ\Y]L`ZOV^LK[OH[VM3V`VSHZ[\KLU[ZOH]LVULVYTVYLJYLKP[JHYKZHUKVMZ[\KLU[Z
^OVOH]LJYLKP[JHYKZKVU»[RUV^^OH[HJYLKP[YLWVY[PZZOV^JHZPUN[OH[JYLKP[PZHWLY[PULU[[VWPJ[V[OL[HYNL[
H\KPLUJLZ)HZLKVUV\Y[LHT»ZWHY[PJPWH[PVUPU(SS`»Z[YHPU[OL[YHPULYZLZZPVUHUK[OLPUMVYTH[PVUULLKZVMV\Y[HYNL[
audiences, our key messages emphasized budget and credit. Because secondary research showed that family income
PZUV[HKL[LYTPUHU[VMÄUHUJPHSSP[LYHJ`^L[HYNL[LKZ[\KLU[ZH[WYP]H[L\UP]LYZP[PLZTHU`^OVTYLJLP]LMLKLYHS
ÄUHUJPHSHPKHUKTHU`^OVZLWHYLU[ZWH`[OLPYM\SS[\P[PVU>LHSZVLZ[HISPZOLKTPUVYP[PLZHZH]P[HSH\KPLUJLMVYV\Y
JHTWHPNU"VM(MYPJHU(TLYPJHUZHKTP[[VWH`PUNHSSVM[OLPYIPSSZVU[PTL,PNO[`MV\YWLYJLU[VM\UKLYNYHK\H[LZ
PUKPJH[LK[OL`ULLKLKTVYLLK\JH[PVUVUÄUHUJPHSTHUHNLTLU[[VWPJZ;OV\NOV\YZ\Y]L`ZPUKPJH[LK[OH[Z[\KLU[Z
^LYL\UPU[LYLZ[LKPUH[[LUKPUNHÄUHUJPHS^VYRZOVW^LSLHYULKMYVTZLJVUKHY`YLZLHYJO[OH[HÄUHUJPHSLK\JH[PVU
ZLTPUHYLMMLJ[P]LS`PUJYLHZLKJVSSLNLZ[\KLU[ZȀUHUJPHSRUV^SLKNLHUKPUJYLHZLKYLZWVUZPISLH[[P[\KLZ[V^HYKJYLKP[
These results suggest that a seminar format is useful in reaching a wide audience of college students if we overcome
their initial disinterest.
Tactic 1: /VZ[H^VYRZOVW^P[O3V`VSH»Z)SHJR:[\KLU[<UPVU(Z[OLMHTPSPHY5L^6YSLHUZ0RV0RV song played, The
=VVKVV+VSSZZ[Y\[[LKPU[V[OLVYNHUPaH[PVU»Z^LLRS`TLL[PUNHUKILNHUHKKPUN[OLPUNYLKPLU[ZULLKLK[VTHRL.YPZ
.YPZ.YLLU,HJOÄUHUJPHSPUNYLKPLU[YLWYLZLU[LKHKPMMLYLU[I\KNL[HUKJYLKP[[VVS[OH[HKKZHWV^LYM\SHKKP[PVU[V
ZVTLVUL»Z.YPZ.YPZLTWOHZPaPUN[OH[[OLWV^LYSPLZ^P[OPUHUPUKP]PK\HS»ZOHUKZ;OL=VVKVV+VSSZ\ZLKYLSL]HU[
I\KNL[L_HTWSLZ!>OH[»ZTVYLJVZ[LMÄJPLU[&PUJOHUKPUJOOHPYL_[LUZPVUZVY[^VIHNZVMPUJOOHPY
L_[LUZPVUZ&+PULV\[VY\ZL`V\YJHTW\ZTLHSWSHU&;VWYV]L[OLPYJVTTP[TLU[[V^HYKÄUHUJPHSSP[LYHJ`TLTILYZ
WHY[PJPWH[LKPU[OL[HIVVÄUHUJPHSILOH]PVYHJ[P]P[`LHYUPUN[OLPYV^U.YPZ.YPZ.YLLUI`NL[[PUNYPKVM[OLULNH[P]L
¸[HIVVZ¹HUKRLLWPUNVUS`[OLWVZP[P]LÄUHUJPHSILOH]PVYZ4LTILYZ[VVRWYLHUKWVZ[Z\Y]L`Z\ZPUNP*SPJRLYZH
handheld, electronic voting device that sends answers automatically and anonymously to the projector. iClickers
WPX\LKPU[LYLZ[HTVUNTLTILYZHUKNLULYH[LKH\KPLUJLWHY[PJPWH[PVU
Tactic 2: /VZ[H^VYRZOVW^P[O3V`VSH»ZJOHW[LYVM(SWOH*OP6TLNHHUK;\SHUL»ZJOHW[LYVM(SWOH,WZPSVU7OP;OL
workshop was similar to the BSU workshop except for our examples. To relate to the sorority, The Voodoo Dolls
YLJVTTLUKLK^VTLUIVYYV^HKYLZZMVYHMVYTHSPUZ[LHKVMI\`PUNHUL^VULHUKVW[MVYHKVP[`V\YZLSMTHUPJ\YL
instead of going to a salon.
Tactic 3: /VZ[HZPTPSHY^VYRZOVWK\YPUNHTHUKH[VY`TVU[OS`MYLZOTHUJVU]VJH[PVUH[+PSSHYK<UP]LYZP[`+PSSHYK»Z
freshman class includes approximately 300 students. The Voodoo Dolls created a slide presentation and used cordless
TPJYVWOVULZ[VLMMLJ[P]LS`JVTT\UPJH[LV\YTLZZHNLZ[VHSHYNLH\KPLUJL;OV\NOVUS`MYLZOTLUH[[LUKLK[OL
workshop, we provided Dillard with 300 workbooks to distribute to the entire freshman class.
Strategy 2: ;VWHY[ULY^P[O5L^6YSLHUZW\ISPJOPNOZJOVVSZHUKUVUWYVÄ[Z[VLK\JH[LPUKP]PK\HSZHIV\[[OL
importance of good budget practices.
Rationale: :LJVUKHY`YLZLHYJOZOV^LK[OH[[OLH]LYHNLOPNOZJOVVSZLUPVYVUS`ZJVYLZVUHIHZPJÄUHUJPHS
RUV^SLKNL[LZ[HUK[OH[[OL`KVUV[WLYJLP]LWLYZVUHSÄUHUJLHZYLSL]HU[[V[OLPYSP]LZ(JHZLZ[\K`HSZVZOV^LK
[OH[OPNOZJOVVSZ[\KLU[Z^OVH[[LUKLKÄUHUJPHSLK\JH[PVUZLTPUHYZZPNUPÄJHU[S`PUJYLHZLK[OLU\TILYVMLMMLJ[P]L
ÄUHUJPHSILOH]PVYZ[OL`PU[LUKLK[VLUNHNLPUHUKZPNUPÄJHU[S`KLJYLHZLK[OLU\TILYVMYPZR`ÄUHUJPHSILOH]PVYZ
[OH[[OL`PU[LUKLK[VLUNHNLPU^OLUJVTWHYLK^P[O[OLPYWYL[LZ[SL]LSZ7VSSZZOV^LK[OH[PUKP]PK\HSZKPZ[Y\Z[IHURZ
HUKZLLRÄUHUJPHSPUMVYTH[PVU[OH[PZZ[YHPNO[MVY^HYK>LVIZLY]LK[OH[YLHSSPMLL_HTWSLZHUKJHZ\HSJVU]LYZH[PVU
JYLH[LHUVWLUHUKYLJLW[P]LZL[[PUN[VKPZJ\ZZÄUHUJPHSPZZ\LZ^P[OSV^[VTVKLYH[LPUJVTLPUKP]PK\HSZ
7
Objective 2 cont.
Tactic 1: Host a workshop at Warren Easton Charter High School. The Voodoo Dolls wore prom dresses and hosted a
=VVKVV9PÄJWYVT[OLTLK^VYRZOVW^OPJOILNHU^P[OHSLZZVUVUWYVWLYI\KNL[PUNYLKPLU[ZULLKLK[VTHRL.YPZ
.YPZ.YLLU.YPZ.YPZPZH[YHKP[PVUHS=VVKVVNVVKS\JRJOHYTHUK^LHKKLKHNYLLUÄUHUJPHS[^PZ[:[\KLU[Z[OLU
JYLH[LKHWYVTI\KNL[HUKWHY[PJPWH[LKPUÄUHUJPHSZRP[Z[VYLPUMVYJL[OH[[OL`ZOV\SKTHRLJOVPJLZ[VSP]L^P[OPU
their means. Because nothing seems more important to a high school student than arriving at prom in a stretch limo
^LHYPUN[OLWLYMLJ[V\[Ä[^LYLX\PYLKZ[\KLU[Z[VWSHUHWLYZVUHSWYVTI\KNL[SPTP[LK[V>LNH]L[OLTHYHUNL
VMP[LTZPUJH[LNVYPLZVM[YHUZWVY[H[PVUH[[PYLHUKKPUULYWSHUZZV[OL`JV\SKZLSLJ[[OLPYZWS\YNLZHUK[OLPYZHJYPÄJLZ
We divided students into groups who worked for 20 minutes to create a skit using key messages from our workshop.
;OLNYV\WTLTILYZ^OVWLYMVYTLK[OLTVZ[JYLH[P]LHUKÄUHUJPHSS`YLSL]HU[ZRP[^LYLJYV^ULKHZ[OL=VVKVVWYVT
JV\Y[;VJVTWSL[L[OL=VVKVVYP[\HSZ[\KLU[Z^YV[LKV^UHIHKVY[HIVVÄUHUJPHSILOH]PVYVUHWHWLY=VVKVVKVSS
ILMVYLJY\TWSPUN\W[OLWHWLYHUKYPKKPUN[OLTZLS]LZVM[OH[OHIP[:[\KLU[ZUV^KLLTLKHZÄUHUJPHSS`SP[LYH[L
received their own Gris Gris Green bags.
Tactic 2: Host workshops at O. Perry Walker High School.:LL6IQLJ[P]L:[YH[LN`;HJ[PJ
Tactic 3: /VZ[^VYRZOVWZH[[OLNPYSZ»OVTLHUK[OLIV`Z»OVTLMVY)V`Z/VWL.PYSZ/VWL;OL=VVKVV+VSSZKYLZZLK
PU\UP]LYZP[`;ZOPY[Z[H\NO[WYVWLYI\KNL[HUKJYLKP[WYHJ[PJLZ;OL=VVKVV+VSSZOVZ[LKHJHZ\HSMYPLUKS`^VYRZOVW
tailored to each gender. The Voodoo Dolls sat with the girls at their dining room table while they created their ideal
KHUJL^P[OHI\KNL[SPTP[VM.PYSZ[OLUJYLH[LKHUKWLYMVYTLKÄUHUJPHSZRP[Z6ULZRP[MVSSV^LK[OLÄUHUJPHS
SPMLVM)\KNL`HI\KNL[ZH]]`JOHYHJ[LY^OVOHKOPZV^U[OLTLZVUN;OL=VVKVV+VSSZQVPULK[OLIV`ZPU[OLPY
SP]PUNYVVTHUKOVZ[LKHUH\[VTVIPSL[OLTLK7YPJLPZ9PNO[HJ[P]P[`[OH[[H\NO[[OLIV`Z[OLÄUHUJPHSYLZWVUZPIPSP[PLZ
HZZVJPH[LK^P[OV^UPUNS\_\Y`JHYZ]LYZ\Z\ZLKVYWYLV^ULKTVKLSZ;OLIV`Z[OLU[VVR[\YUZLTIVK`PUN[OLPY
MH]VYP[LYHWWLYZ[VWLYMVYTMYLLZ[`SLKYHWZIHZLKVUV\YÄUHUJPHSTLZZHNLZ;VLUKLHJO^VYRZOVW[OLNPYSZHUKIV`Z
^YV[LULNH[P]LÄUHUJPHSILOH]PVYZVUHWHWLY=VVKVVKVSSHUKKYHTH[PJHSS`[VZZLK[OLTPU[V[OLNHYIHNL
Strategy 3: ;VWHY[ULY^P[O1>4HYYPV[[/V[LSHUKUVUWYVÄ[Z[VLK\JH[L`V\UNHK\S[ZHUKWHYLU[ZPUJS\KPUNMLTHSL
OLHKZVMOV\ZLOVSKZVU[OLPTWVY[HUJLVMWHYLU[ZHUKJHYLNP]LYZHZHÄUHUJPHSYVSLTVKLSMVY[OLPYJOPSKYLU
Rationale:*OPSKYLUSLHYU VM^OH[[OL`RUV^HIV\[TVUL`H[OVTL-\Y[OLYTVYLVMOPNOZJOVVSWHYLU[ZZH`
JOPSKYLUOH]LUVÄUHUJPHSSP[LYHJ`[YHPUPUNV\[ZPKLVM[OLPYOVTL(Z[\K`I`-HTPS`HUK*VUZ\TLY:JPLUJLZshowed
[OH[HKVSLZJLU[Z^LYLTVYLSPRLS`[VWLYMVYTÄUHUJPHS[HZRZHUKMLLSTVYLÄUHUJPHSS`WYLWHYLK^OLUTV[OLYZTVKLSLK
[OLZL[HZRZ:LJVUKHY`YLZLHYJOZOV^LK[OH[WHYLU[ZHYLTHQVYPUÅ\LUJLYZPUYLNHYK[V[OLPYJOPSKYLU»ZH[[P[\KLZHUK
RUV^SLKNLVUÄUHUJL>LVIZLY]LKHULMMLJ[P]L^H`[VHWWYVHJOHK\S[ZPUJS\KPUNWHYLU[ZHUKMLTHSLÄYZ[OLHKZVM
OV\ZLOVSK[OYV\NOHJHZ\HSVWLUMVY\TH[HSVJHSÄUHUJPHSSP[LYHJ`Ä[ULZZJSHZZ6ULO\UKYLKWLYJLU[VMWHY[PJPWHU[Z
VM[OPZÄUHUJPHSSP[LYHJ`JSHZZWVZP[P]LS`JOHUNLK[OLPYÄUHUJPHSILOH]PVYZHZHYLZ\S[VMH[[LUKPUN
Tactic 1: Host a workshop with Boys Hope Girls Hope staff. As caregivers for the children at Boys Hope Girls Hope,
[OLZ[HMMZLY]LHZÄUHUJPHSYVSLTVKLSZ>L[H\NO[[OLZ[HMMWYVWLYI\KNL[HUKJYLKP[WYHJ[PJLZHUKL_WSHPULK[OLPYYVSL
HZPUÅ\LUJLYZ;VJVUJS\KL[OL^VYRZOVW;OL=VVKVV+VSSZSLKHX\LZ[PVUHUKHUZ^LYZLZZPVUMVY[OLZ[HMM[VWYLZLU[
[OLPYV^UÄUHUJPHSKPSLTTHZHUKHZR\ZMVYHK]PJL-VSSV^PUN[OL^VYRZOVW;OL=VVKVV+VSSZOLSKHMVJ\ZNYV\W[V
get ideas for our workshop for the children at Boys Hope Girls Hope.
Tactic 2: Host a similar workshop with the Metropolitan Center for Women and Children. We taught the women
ÄUHUJPHSZRPSSZ[VOLSW[OLTHZ[OL`YLJV]LYMYVTKVTLZ[PJHI\ZLHUKYLI\PSK[OLPYSP]LZ;OL=VVKVV+VSSZKPZJ\ZZLK
^P[O[OLT[OLPTWVY[HUJLVM[YHUZMLYYPUNWVZP[P]LÄUHUJPHSILOH]PVYZ[V[OLPYJOPSKYLUZPISPUNZUPLJLZHUKULWOL^Z
Tactic 3: /VZ[HZPTPSHY^VYRZOVW^P[O1>4HYYPV[[MLTHSLTHUHNLYPHSZ[HMM;VJVTWSLTLU[4HYYPV[[»ZWLYZVUHS
wellness campaign, we tailored the workshop to include the theme of eating healthy on a budget, including a “Stock
@V\Y2P[JOLU¹^VYRZOLL[HUKL_HTWSLZVM[OLÄUHUJPHSHUKOLHS[OWLYPSZVMLH[PUNV\[HUKPUK\SNPUNPUMHZ[MVVK>L
KLTVUZ[YH[LK[V[OLMLTHSLTHUHNLYZ[OLZPNUPÄJHUJLVMZOHYPUN[OLPYWVZP[P]LÄUHUJPHSILOH]PVYZ^P[O[OLPYZ[HMM
particularly the housekeeping staff, which is primarily female. Following the workshop, The Voodoo Dolls held a focus
NYV\W[VKPZJ\ZZ^H`Z[VZWLJPÄJHSS`[HPSVYH^VYRZOVW[V[OLPYZ[HMM
8
Objective 2 & Objective 3
Tactic 4: Host a workshop with J.W. Marriott housekeeping staff. Like the workshop for Marriott managers, we
MVSSV^LK[OLJVTWHU`»ZWLYZVUHS^LSSULZZJHTWHPNU[OYV\NO[HPSVYLKL_HTWSLZVMJYLH[PUNOLHS[O`TLHSZVUHI\KNL[
HUKLTWOHZPaLK[OLULLKMVYTV[OLYZHUKMLTHSLHK\S[Z[VILÄUHUJPHSYVSLTVKLSZPU[OLPYJOPSKYLU»ZSP]LZ
Tactic 5:7YV]PKLTH[LYPHSZULLKLK[VOVZ[/PZWHUPJÄUHUJPHS^VYRZOVWZ;OL=VVKVV+VSSZYLJLP]LK:WHUPZO
^VYRIVVRZHUKKPZ[YPI\[LK[OLT[V*HZH6WVY[\UPKHKLZ5VSHHUK3H[P5VSH5UVUWYVÄ[Z^P[OÄUHUJPHSZJOLK\SLK
^VYRZOVWZMVYKH[LZMVSSV^PUNV\YJHTWHPNUWLYPVK;OL=VVKVV+VSSZHNYLLK[VHZZPZ[[OLUVUWYVÄ[Z^P[O[OLPY
workshops by providing the materials.
Objective 2 Outcome: EXCEEDED
>LL_JLLKLKV\Y[HYNL[^OPJO^HZ[OL)H[LTHU7YVQLJ[)YPLM»ZYLX\PYLTLU[[VJVVYKPUH[LHUKMHJPSP[H[LHTPUPT\T
VMÄ]LÄUHUJPHSSP[LYHJ`ZLZZPVUZ^P[OH[HYNL[VMLK\JH[PUNH[SLHZ[PUKP]PK\HSZ>LOVZ[LK^VYRZOVWZ^P[O
H[[LUKLLZL_JLLKPUN[OL[HYNL[H\KPLUJLI`H[[LUKLLZVY>LHSZVKPZ[YPI\[LK:THY[,KNL^VYRIVVRZ
[VPUKP]PK\HSZ]PHMHJPSP[H[VYZVMVYNHUPaH[PVUZ6\Y^VYRZOVWZNLULYH[LKZPNUPÄJHU[PUJYLHZLZPULHJOH\KPLUJL
ZLNTLU[HZZOV^JHZLKPUV\YWVZ[L]LU[Z\Y]L`Z>LPUJYLHZLK[OLWLYJLU[HNLVM[OVZL^OVZH`[OL`HYLÄUHUJPHSS`
SP[LYH[L!HPUJYLHZLVMOPNOZJOVVSZ[\KLU[ZMVY\UKLYNYHK\H[LZPUJVTT\UP[`JLU[LYZHUK PUV\Y
corporate audience of individuals. Many workshop attendees provided incomplete, or illegible mailing addresses;
[OLYLMVYL^LJV\SKUV[HJJ\YH[LS`JHSJ\SH[L[OLKLNYLL[V^OPJOV\Y^VYRZOVWZTL[YLX\PYLTLU[ZVM[OL*VTT\UP[`
Reinvestment Act.
>LPUJYLHZLK[OLWLYJLU[HNLVM[OVZL^OVRUL^^OH[P[TLHU[[VILÄUHUJPHSS`SP[LYH[L!HVMPUJYLHZLPU
OPNOZJOVVSZHPUJYLHZLPUJVTT\UP[`JLU[LYZHPUJYLHZLMVYV\YJVYWVYH[LH\KPLUJLHUKHMVY
undergraduate participants. Our satisfaction with our workshops was further reinforced when we received numerous
[OHUR`V\UV[LZHUKLTHPSZMYVT]HYPV\ZWHY[PJPWHU[Z
Objective 3: ;VLUJV\YHNLSV^[VTVKLYH[LPUJVTLYLZPKLU[ZVM5L^6YSLHUZ[VWSLKNL[VHKVW[HWVZP[P]L
ÄUHUJPHSILOH]PVY
Strategy 1:;VPU]P[LH\KPLUJLZ[VKLJPKLMVY[OLTZLS]LZ[OLÄUHUJPHSHJ[PVUZYLSL]HU[[V[OLPYSP]LZ[VZ\JJLZZM\SS`
Voodoo Whatcha Wanna…For Ya Wallet.
Rationale: 6\YYLZLHYJOZOV^LK[OH[[OLWVZZLZZPVUVMÄUHUJPHSRUV^SLKNLHTVUNPUKP]PK\HSZWYVTV[LZWVZP[P]L
behavior changes that reinforce the continuance of those behaviors. Although behavioral changes are hard to spark,
YLZLHYJOZOV^Z[OH[[OLHJ[VM^YP[PUNKV^UNVHSZTHRLZ[OLTTVYL[HUNPISLHUKIL[[LY`L[HWLYZVUPZTVYL
likely to achieve goals if he or she writes them down. A written or signed pledge is a great way to initiate a new
ÄUHUJPHSILOH]PVY6\YZ\Y]L`YLZ\S[ZPUKPJH[LK[OH[JVSSLNLZ[\KLU[ZLUNHNLPUULNH[P]LÄUHUJPHSILOH]PVYZHUKHYL
\UH^HYLVM[OLSVUN[LYTJVUZLX\LUJLZ4HU`UH[PVUHSUVUWYVÄ[JHTWHPNUZ\ZLKH^YP[[LUWSLKNLJHYKZ`Z[LT[V
affect behavioral change.
4HU`UH[PVUHSUVUWYVÄ[JHTWHPNUZ\ZLKH^YP[[LUWSLKNLJHYKZ`Z[LT[VHMMLJ[ILOH]PVYHSJOHUNL;OL=VV+VV
Arena Football free scrimmage game was open to the public and complemented our marketing concept; therefore,
Lola Doll and The Voodoo Dolls took advantage of the target audience capacity at such an event.
Tactic 1: *YLH[LWSLKNLJHYKZ[VKPZ[YPI\[LH[JHTWHPNUL]LU[Z0UKP]PK\HSZZPNULKZWLJPÄJWSLKNLZHUKHNYLLK[VJOLJR
[OLPYJYLKP[YLWVY[JH[LNVYPaL[OLPYI\KNL[VYIV[O;OL=VVKVV+VSSZJYLH[LKHZLJVUKWSLKNLMVYTH[3VSH+VSS»Z
*OLJRSPZ[PUJS\KPUNLPNO[WVZP[P]LÄUHUJPHSOHIP[ZZVPUKP]PK\HSZJV\SKZLSLJ[[OVZLTVZ[YLSL]HU[HUKYLHSPZ[PJMVY
them.
Tactic 2: +PZ[YPI\[LWSLKNLJHYKZHUKWSLKNLJOLJRSPZ[ZH[JP[`HUK\UP]LYZP[`^PKLL]LU[ZHUK^VYRZOVWZ7SLKNL
JHYKZ^OPJOV\[SPULKZWLJPÄJWSLKNLZ^LYLKPZ[YPI\[LKH[-PUHUJPHS3P[LYHJ`+H`3VSH+VSS»Z=VVKVV2PUN7HNLHU[
HUK9VJJV»Z)HY5PNO[;OL=VVKVV+VSSZJVSSLJ[LK3VSH+VSS»Z*OLJRSPZ[ZH[[OL=VV+VV(YLUH-VV[IHSS»ZZJYPTTHNL
game, Loyola Battle of the Bands and Rex, Elks Orleans and Crescent City parades.
9
Objective 3 cont. & Conclusion
Tactic 3: ,Z[HISPZOHJYLH[P]LTL[OVKPU^OPJO^VYRZOVWWHY[PJPWHU[ZJHUYPK[OLTZLS]LZVMHÄUHUJPHS[HIVV
7HY[PJPWHU[ZYLJLP]LKWHWLY=VVKVVKVSSZK\YPUN^VYRZOVWYP[\HSZYLWYLZLU[PUNHU`IHKÄUHUJPHSWYHJ[PJLZ[OL`
^PZOLK[VJOHUNL([[OLJSVZLVMLHJOZLZZPVUWHY[PJPWHU[Z^YV[LKV^UHULNH[P]LÄUHUJPHSILOH]PVYHUK
Z`TIVSPJHSS`[OYL^H^H`[OL=VVKVVKVSSPUMH]VYVMUL^WVZP[P]LÄUHUJPHSILOH]PVYZ
Objective 3 Outcome: MET
;OL=VVKVV+VSSZJVSSLJ[LKI\KNL[JYLKP[HUK3VSH»Z-PUHUJPHS*OLJRSPZ[WSLKNLZ! WSLKNLZHSVUNWHYHKL
YV\[LZK\YPUN4HYKP.YHZJOLJRSPZ[WSLKNLZH[H=VV+VV(YLUH-VV[IHSSNHTLH[9VJJV»Z)HY5PNO[HUK
H[3V`VSH»Z-PUHUJPHS3P[LYHJ`+H`(M[LYV\Y^VYRZOVWZ^LYLHSPaLKHUPUJYLHZLPU[OLU\TILYVMPUKP]PK\HSZ
^OVRUL^[OL[VVSZ[OH[^LYLH]HPSHISL[VOLSW[OLTILÄUHUJPHSS`SP[LYH[LPU[OLPYM\[\YLKLJPZPVUZPU[OLMVSSV^PUN!
PUOPNOZJOVVSZ[\KLU[ZPU\UKLYNYHK\H[LZPUJVTT\UP[`JLU[LYZMVYHK\S[ZHUKVM
V\YJVYWVYH[LH\KPLUJL7VZ[Z\Y]L`YLZ\S[ZZOV^V\Y^VYRZOVWZPUJYLHZLK[OLU\TILYVM3V`VSHZ[\KLU[Z^OV
RUV^^OH[HJYLKP[YLWVY[PZI`>LHSZVPUJYLHZLK[OLU\TILYVMZ[\KLU[Z^OVRUV^HUKMVSSV^[OLJVYYLJ[
I\KNL[PUNWYHJ[PJLVM^YP[PUNKV^UVUL»ZPUJVTL]LYZ\ZL_WLUZLZI`0UHKKP[PVU;OL=VVKVV+VSSZKPZ[YPI\[LK
3VSH»Z*OLJRPUN<W6U@V\^VYRZOLL[Z[VOPNOZJOVVSZ[\KLU[ZHUKJVTT\UP[`JLU[LYZ[VL]HS\H[L[OLSVUN[LYT
effects of our workshops. Results showed that workshop participants retained our Gris Gris Green information and
HKVW[LKIL[[LYTVYLYLZWVUZPISLÄUHUJPHSILOH]PVYZ>LHSZVZLJ\YLK[OH[3VSH»Z-HJ[:OLL[^V\SKILWVZ[LKVUSPUL
for the Fall 2011 freshman seminar class at Loyola, which potentially will reach more than 120 students.
;VYLHJOV\Y[HYNL[H\KPLUJLVMSV^[VTVKLYH[LPUJVTL;OL=VVKVV+VSSZZ[YH[LNPJHSS`JOVZL[OLaPW
JVKL[VKPZ[YPI\[LWSLKNLZK\YPUN4HYKP.YHZ9LZLHYJOPUKPJH[LKVMYLZPKLU[ZPU[OPZHYLH^LYLILSV^[OL
WV]LY[`SL]LSHUK^LYL\ULTWSV`LK"[OLYLMVYL^LZHMLS`HZZLY[LK[OH[Z\JOHSVJH[PVU^V\SKYLHJOV\YKLZPYLK
demographic. Our visit to the VooDoo Arena Football scrimmage was based upon a similar strategy since the game
^HZMYLLHUKVWLU[V[OLNLULYHSW\ISPJ:PUJL^LKPKUV[^HU[[VPTWVZLWLYZVUHSX\LZ[PVUZYLNHYKPUNPUJVTL
[OH[^V\SKVMMLUKWHYHKLVY=VV+VVMVV[IHSSMHUZ^LKPKUV[OH]LHZJPLU[PÄJTLHZ\YLTLU[[OH[ZWLJPÄJHSS`YLSH[LK
[VSV^[VTVKLYH[LPUJVTLMVYWSLKNLZMYVT[OVZLL]LU[Z
Conclusion
6\YÄ]L^LLRJHTWHPNULTWV^LYLK5L^6YSLHUPHUZ[VTHRL[OLPY.YPZ.YPZ.YLLUI`\ZPUN[OLWYVWLY
PUNYLKPLU[ZVYRUV^SLKNL[VTHRLÄZJHSS`YLZWVUZPISLKLJPZPVUZ0UKP]PK\HSZILJHTLÄUHUJPHSS`SP[LYH[LHUK
SLHYULK[OL[VVSZ[VOLSW[OLTTHRLZTHY[ÄUHUJPHSKLJPZPVUZ[OYV\NOV\YNYHZZYVV[ZLMMVY[Z>LRUV^MYVTV\Y
H\KPLUJL»ZYLHJ[PVUZ[VV\YU\TLYV\ZV\[YLHJOHJ[P]P[PLZ[OH[^LTHKLHWVZP[P]LPTWHJ[
+\YPUN^VYRZOVWYP[\HSZZ[\KLU[ZJYLH[LKVYPNPUHSZRP[ZHIV\[[OLJVUZLX\LUJLZVMYHJRPUN\WKLI[H[H`V\UNHNL
>VTLUH[[OL4L[YV*LU[LYZOHYLKZ[VYPLZVMOV^[OLPYHI\ZLYZY\PULK[OLPYJYLKP[OPZ[VY`HUKZLSMLZ[LLTHUK
SVVRLK[V\ZMVYOLSW>LLRZHM[LYH[[LUKPUNV\Y^VYRZOVWZ[\KLU[ZH[>HYYLU,HZ[VUZHPK[OL`X\P[^HZ[PUNTVUL`
VU[OPUNZ[OL`KPKU»[ULLKHUKJOPSKYLUMYVT)V`Z/VWL.PYSZ/VWLIVHZ[LKHIV\[UL^TVUL`ZH]PUNOHIP[Z
6\YMHJL[VMHJLJVU]LYZH[PVUZYL]LHSLKHSHJRVMJVUJLYUHIV\[WLYZVUHSÄUHUJLZ^OPJOWYVTW[LK\Z[VJOHUNL
H[[P[\KLZHUKILOH]PVYZVU[OLZHTLMHJL[VMHJLSL]LS4HU`^LYL\UH^HYLVM[OL[VVSZH]HPSHISL[VOLSW[\YU[OLPY
Gris Gris Green.
With Lola Doll, our money mojo from Ally Financial, our strategic partnerships with local universities, high schools,
UVUWYVÄ[ZHUKHTHQVYOV[LSKV^U[V^U^LTHKLÄUHUJLWLYZVUHSPTWVY[HU[HUKM\U>LJYLH[LKHUKMHJPSP[H[LK
[HYNL[LK^VYRZOVWZMVY5L^6YSLHUZYLZPKLU[ZHUKKLSP]LYLK:THY[,KNL^VYRIVVRZ[VZ[YH[LNPJHSS`
ZLSLJ[LKVYNHUPaH[PVUZ^OVHYLWSHUUPUNÄUHUJPHSSP[LYHJ`L]LU[Z6\YL]LU[ZNHYULYLKWVZP[P]LÄUHUJPHS
ILOH]PVYWSLKNLZNYLH[S`K\L[VV\YYLJVTTLUKH[PVUVM(SS`»Z[VVSZ
The Voodoo Dolls accepted the corporate social responsibility challenge from Ally Financial and helped spread
goodwill using true grassroots tactics. We talked to women at a transitional shelter, students at a public high school
^OLYLTVYL[OHUVMZ[\KLU[ZX\HSPM`MVYMYLLVYYLK\JLKS\UJONPYSZHUK[OLPYTV[OLYZH[HUV[OLYW\ISPJOPNO
school, students at Tulane and Loyola Universities, women managers at a downtown hotel, housekeepers at the
ZHTLOV[LSHUK4HYKP.YHZYL]LSLYZVU[OLWHYHKLYV\[L>P[O:THY[,KNL^LJVU]L`LK(SS`»ZJVYWVYH[LJVUJLYU
MVYPUJYLHZLKÄUHUJPHSSP[LYHJ`HTVUNSV^[VTVKLYH[LPUJVTLPUKP]PK\HSZ0UHJP[`[OH[OHZH¸^H[LYWYVVMZV\S¹
;OL=VVKVV+VSS»ZZOV^LK[OLOLHY[VM(SS`»ZJVYWVYH[LTPZZPVU[V5L^6YSLHUPHUZ[OYV\NO[OLPYVoodoo Whatcha
Wanna…For Ya Wallet campaign.
10