(navigation image)
Home American Libraries | Canadian Libraries | Universal Library | Community Texts | Project Gutenberg | Children's Library | Biodiversity Heritage Library | Additional Collections
Search: Advanced Search
Anonymous User (login or join us)
Upload
See other formats

Full text of "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