Sinless Splurge PROJECT EVALUATION Prepared for: Cold Stone Creamery Prepared by: Crimson Communications Laura Tucker Moore, Paige Niewerth, Cassidy Shelton, Marissa Stabler, Hillary Townson

The Target Audience A Little Background... University of Alabama Females “I just have that mindset that Cold Stone is expensive” “I can choose how much frozen yogurt I want.” “[Cold Stone is] super fattening...It’s like a splurge.”

Objectives Informational Objective Attitudinal Objective Breakfast To increase awareness of Cold Stone Creamery Healthy Indulgences among 75 percent of UA female Sinless Splurge attendees by March 16, 2011 Attitudinal Objective To create a more favorable opinion of Cold Stone Creamery among 50 percent of UA female Sinless Splurge attendees by March 16, 2011 Entrees Behavioral Objective Vegan To encourage 150 UA females to attend Sinless Splurge on March 9, 2011

Sinless Splurge Wednesday, March 9th from 6-9 p.m. Benefitted UA Wheelchair Basketball Live Music 25 percent Off All Cold Stone Products

Sponsors

Did we achieve our objectives? Evaluation Did we achieve our objectives?

Informational Objective To increase awareness of Cold Stone Creamery Healthy Indulgences among 75 percent of UA female Sinless Splurge attendees by March 16, 2011 4. I am aware of Cold Stone Creamery’s “Healthy Indulgence” products. Strongly Agree Agree Neutral Strongly Disagree Disagree Don’t Know 72 percent of the 22 post-event survey respondents said they were aware of Cold Stone’s healthy options, a 58 percent increase in awareness from the pre-event survey (14 percent of pre-event respondents answered that they were aware of Cold Stone’s Healthy Indulgences).

Attitudinal Objective To create a more favorable opinion of Cold Stone Creamery among 50 percent of UA female Sinless Splurge attendees by March 16, 2011 45 percent of the 22 post-event survey respondents replied that Cold Stone was their dessert store of choice, a 30 percent increase in preference from pre-event survey (15 percent of pre-event survey respondents preferred Cold Stone).

Behavioral Objective To encourage 150 UA females to attend Sinless Splurge on March 9, 2011 Attendance: We exceeded our objective with 153 attendees. In addition, we raised $67 for the UA Wheelchair Basketball Team.

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