Your wicked issue is alcoholism. The focus is binge drinking. The priority audience is spring break VT students. Your desired behavior is "Stop after the first drink."

The perceived benefit will be, "When you behave better, you meet better people."

The augmented product will be a social media forum for participants. For the price strategy, you will be stressing that the costs of the competing behavior outweigh the costs of the desired behavior by showing people who binge drink that do silly and embarrassing things they regret later.

The team is unclear what the place strategy should be.

Suggest a place strategy. Also suggest a promotion strategy.