U of O Coca-Cola Contract

COMMUNTOmOK plan: Mon-McoljoncSolsLB,^^ ^

^,,,, H, 1997: PreU„.nary co— .a«on plan submitted to the AU..ni anc.

Development Office by PRIS.

April 15, 1997: Final communication plan submitted to the Executive of the Boa«l of

Governors.

roles. Draft news release to be ready,
r iQQT- News release distributed to local media and student media.

'""' - "' Monkor closely all regional media outlets as well as student med.a.

Junes, 1997;

Strateoy meeting of ADO and PRIS to assess reaction of student and
oS meTa to thfrelease and to plan next -^ps dependmg on t e .^d ol
reaction received (i.e. positive reaction, we let it be - plan A. Negative
reaction, we put in place the worse-case scenario- plan B.)

PT,AN A - POSITIVE MEDIA REACTION TO THE AGREEMENT

, „<■„ r^ inrnl media and student media announcing agreement

the announcement of this agreement, we just iiOe tne

aspects of this agreement (see below). ,. .^. ^

PTanB - NEGATIVE REACTION TO THE AGREEMENT

r .^f^ccr^T-c Qtiiripnts) whom we can ask to write
Prepare a list of in-house supporters (piofessois, students)

-letters to the editor," or call-in radio phone shows.

. Prepare a sample letter ready for i-'-"- -P?";;™ ^^^^ ,i,,,ector, or even student

. Identify "nW-sity spokesperson eas^s^"^^ ^^^^ ^^_.^,^ ,^^^^,^^ p.,,,,

representatives) to do follow-up calls to repouci^/

or did negative reports of the agreement. ^^^^ agreement, and

Ensure that all follow-up calls and letters reiteiate posiu e h

don't get caught "reacting" to negative aspects agreement as often as

Get U of spokespersons to reiterate the positive aspects of the a.reemen

they can in their own terms. J accordingly.

Assess media coverage on a daily basis and aajusi piau = ;■

Draft #2

COlflOENTt^L

March 12, 1997

CoMm^lc^lomMLl^^^ ^

.2

needconf. 1. Student media (on campus)

Alain Gautiiier, SFUO president

2. External media

. Bonnie MoiTis, assistant vice-rector, Alumni & Development

Alain Gauthier, SFUO president

QPTin p'-ifp ndministratif. Cafe altcrnatif,
All stakeholders, early on in the process, - S™0_ ^ate adm.ms ^
Sports Services. Graduate Students' Assoc.at.on, Food Seivices agreed p
with the Board of Governors' approval.

It's a win-win situation; all constituents win.

^ ..mf^rrpqhle bv rule of law. which can assure that costs of
It's a long tei-m agreement, entorceaDie oy luic ui

products remain i^ndependent of private fundmg.

n.c for the University (auaranteed for 10 years) ensure continued qu|lity
Lon^-term revenues toi tne univeibuy \^^^ . ._ ^

services on campus.

Prepare statement to explain how these revenues will be spent.

. , • ■ . for the University and all of its stakeholders will bring considerable
]::£':^^::^:i:^^o;:::^ -rpus. . provides for nxed wholesa. and reta.,
pricing over the next 2-3 years.
It's a good way to keep government cuts off the backs of students.

March 12, 1997
Draft n

CONFIDENTIAL

CommunicationPl

an: N nn-Akoholic Co JdBevcnm E.xdu.sMy,A£reauenl

Increased maAeting activity will bring more public interest in university sports.

By being more entrepreneurial, the University can attract other non-traditional sources of

income.

value-added marketing, promotion and advertising constitutes support for the University

in foi-m of "in-kind" product.

There will be no commercial stgnage that conflicts with University's Master Plan or
Sports Services direction.

Canadian on.ersu.es and colleges are P-- ;;;;-|^P;°;,^;;-:;^,^^ ^i^b:? "'
British Columbia, British Columbia Inst.tute °^^^"^^y,,, ..emendous

delivery) in place.

ii|i|i|iiiign|i|

Confidentiality: multimillion dollar deal
negotiated behind closed doors

Suppression of information: control of
knowledge goes against freedom of speech at
the University.

:0 is||e||j'::|j

For competitive reasons, details of this
agreement cannot be released. However, it
does not compromise the integrity of the
University nor does it hinder the fulfilment of
its mission as an institution of higher
learning. All the stakeholders agreed to go^^
ahead with this deal--SFUO, Cafe
administratif Cafe altematif, Sports Services,
Graduate Students' Association and Food
Ser^'ices. (?^'^r^^-^rp. positive aspects^

agreement.)

For competitive reasons, details of the
financial agreement cannot be released. The
financial returns are significant and will be
spent on non-recunrent projects. TO CONj^_

Draft #2

CONFIDENTIAL

March 12, 1997

Communication

plan: Non-AlcolBlicCoisU^^^

lh±

"Corporatisation" of daily life on campus.

Loss of consumer choice

Monopoly situation brings on increased
prices.

Fear of corporate influence on research: the
University will become a coi-porate
appendage.

Exclusive market place for the company's
messages and products

-Answer's;

The University will not look more
commercialized. Marie-Curie Street won't be
plastered with neon signs. It won't look like
Yonge Street. All advertising must be
approved. We might see more signage in the
sports facilities^ ____— _

There will remain a wide selection of cold
beverages but only one supplier. It's not the _
University's mission to ensure availability ot
cold beverages from different manufacturers.

We will continue to offer a wide variety of
beverages to our student clientele at
compedtive, affordable prices, which are
controlled by us and not the supplier.

This agreement is about buying cold
beverages. It's not about teaching or research.
We are not compromising our goals,
objectives nor our overall mission. The^
independence of university research is far
more threatened from eamiarked
contributions from private fumis or from
research projects relying on industrial
research contracts than from exclusive
commercial a greements of this kind.

Universities provide an opportunity for the
private sector to tap fresh audiences, wlis ^I'e
well-educated, and future "higher-income '
earners who will become product-loyal on
and off site.

prepared by Lyse Huoi, PRIS in collaboration ^vith the ADO

Drafts

NFlOENTIft

March 12 J997