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

2. 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.”

3. 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

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

5. Sponsors

6. Did we achieve our objectives?
Evaluation
Did we achieve our objectives?

7. 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).

8. 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).

9. 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.

10. Uncontrolled Media
Text

11. Controlled Media

12. Controlled Media

13. Radio Ad
Gatekeepers

14. Audience Relationship
@ColdStoneTtown

15. Conclusion

16. Text
Questions or Concerns?