The Social Norms Approach at The Unversity of Arizona
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Cost Benefit Analysis
 

A cost-benefit analysis was conducted to determine the cost effectiveness of the social norms student newspaper ad campaign compared to the existing UA Alcohol and Other Drug Peer Education Program. The cost breakdown presented below is based on the UA experience with a student body of 34,000 students, and with costs specific to the Tucson area in the mid to late 1990s.

Peer Educator Program
Student Newspaper Ad Campaign

Staff time invested in training and maintenance


Classroom training

(2.5 hours/week X 16 weeks = 40 hours)

Weekly meeting and continuing education, fall and spring semesters

(5 hours/week X 30 weeks = 150 hours)

Preparation time, record keeping, phone calls, letters, research

(5 hours/week X 37 weeks = 185 hours)

total staff cost $3,500


(Includes time of Graduate Assistant who had primary responsibility for the program and Program Coordinator's time for supervision)

AOD Peer stipends (per year) $144

total costs for one year $3,644

Peer Education Time Return - Presentations

(based on fall semester 1995)

3 peers gave 9 presentations reaching 205 students (time = 18 hours)

Cost per presentation = $3,644 divided by 9 presentations = $404

Cost per student reached = $3,644 divided by 205 students = $17.78 per student

Ad placement in Arizona Daily Wildcat


(3X8 inch ad costs $180, placed once/week for 30 weeks)

$5,400


Student workers to get feedback on ads

(minimum wage to $7/hour for 5 hours/week during development phase which lasted 6 weeks)

$210


Models for photographs $500

(compensated with $15-$25 gift certificates to the bookstore)

media team time $11,800


(Director of Health Promotion @ 4 hrs/month, AOD Coordinator @ 16 hrs/month, 2 Prevention Specialists @ 4hrs/month, Graphic Designer @ 44 hrs/month)

Photographer ($40/hour) $640


total costs for one year $18,550*


Cost per ad = $18,550 divided by 30 (# of ads) = $618

Cost per person = $618 divided by 20,000 (daily readership) = $.03 per person per ad

* In 2001-2002 the total cost for one year = $24,710 divided by 60 ads = $412. Cost per person = $412 divided by 15,000 (daily readership) = $.03 per person per ad.

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