Table of Contents
Client Background………………………………………………………………………….……3
Research………………………………………………………………………………………….5
· Secondary Research………………………………………..........................................6
· Primary Research……………………………………………………………………....9
o Focus Group……………………………………………………………………9
o Survey Results……………..…………………………………………………..14
Action Plan…………………………………………………………………………………….19
· Situational Analysis………………….…………………………………………………..20
· Audience Description………….……………………….………………………………..22
· Objectives……………….……………………………………………………………….23
· Campaign Strategies…………………………….………………………………………24
Campaign Tactics…………………………………….…………………………………………25
· Tactic Overview………………………………………………………………………...26
· Press Release…………………………………………………………………………….29.
· Poster Design……………………………………………………………………...……..30
· Sorority Power Point Presentation……………………………………………………….31
· T-Shirt Design……………………………………………………………………………34
Budget/Calendar…………………………………………………………………………………35
· Campaign Budget………………………………………………………………………..36
· Budget Description………………………………………………………………………37
· Calendar ………………..………………………………………………………………..38
Campaign Evaluation…………………………………………………………………………….39
Appendix……………………………………………….………………………………………41
· Focus Group Discussion Guide…………………………………………………………42
· Survey Questions………………………………………………………………………45
· Survey Results………………………………………………………………………….47
· References………………………………………………………………………………48
Client Background
The client is Theresa Rowland of the Grand Valley State University Women’s Center. Rowland, who serves as the VAWA Grant Coordinator for the Women’s Center, helped coordinate efforts to receive a three year $265,129 grant which will be used to introduce the GVSU Campus Violence Prevention Team (CVPT). The client has asked four our help in creating an exciting public relations program that will generate enough positive publicity to attract students to the upcoming ReACT presentation. In order to accomplish this goal it is necessary to work closely with a variety of members throughout the Women’s Center including Allison Metz (director of ReACT program), Marlene Kowalski-Braun (Assistant Vice Provost, Women's Center Director, member of the theater program committee), as well as the seven actors performing in ReACT.
The CVPT consists of nine committees that aim to increase student awareness of the dangers of sexual assault as well as offer counseling, outreach and protection services. The CVPT program that we are concerned with is The ReACT program which is a theater program that intends to educate audiences about the realities of sexual violence through statistics and performing realistic scenarios with Grand Valley student actors. ReACT aims to fulfill a purpose of engaging audiences in safe and effective methods of preventing sexual violence as well as how to support victims. The program is directed by Allison Metz.
Although Rowland as well as the rest of the ReACT team would like to attract an audience of all demographics, the primary target market will be freshman as they are the newest and least experienced students on campus which coincidentally makes them the highest at risk. Although ReACT has an opportunity to present itself as a fresh way of looking at a tough problem, there are obstacles that must be overcome if the public relations objectives are to be met. The main problem resolves around funding. Although the Women’s Center received a grant of $265,129 most of funds are already tied up in other Women’s Center programs. Enacting low cost effective tactics is a must. Also due to the subject of ReACT, attracting male audience members will be a challenge.
The Women Center strives “To create meaningful learning about women and gender and to advocate for gender justice through the education, engagement, and empowerment of women students and the greater GVSU community.” The center opened in 2001 and is located at 1201 Krikhof Center. They offer several services in Resource and Referral, Education and Inspiration and Advocacy. They offer over 7o programs every year as well as internship opportunities, scholarships, an onsite library, community service opportunities through the Women’s Issues Volunteer Corps in 2003 and services that attempt to alert students about the dangers of sexual assault in both prevention and help for victims.
Campaign Research
· Secondary Research
· Focus Group Results
· Survey Results
Secondary Research
The first year of college can be very challenging for freshmen. They are going through a lot of new experiences. Unfortunately, not all of these experiences are the greatest.
In 2000 University of Kentucky created a specialized center for research on violence against women. The center partnered with local government agencies to form violence against women research findings into usable information. The center’s primary mission is, “to advance research examining the clinical, legal, cultural, and other complexities presented by intimate partner violence, sexual assault, stalking, and related crimes against women” (Jordan, 2011, p. 4). The center is organized into three areas of help for women. These three areas are research, scholarship, and community service. Research is constantly being conducted out of the University of Kentucky’s Women’s Center in order to be up to date and aware of current issues against women. The scholarship committee helps young women peruses their degree at the University of Kentucky. The community service sector is not only giving back to the community every day but being available as personal mentors and guidance for women both in the community and at the university. The center is run by faculty, staff, and students. The center employs students as interns. These positions help students give back and build their professional profile. The article ends with a “Lessons Learned” section that depicts the struggle of opening a successful Women’s Center at a large University. They mentioned their biggest flaw is lack of collaboration across disciplines of the center. The University of Kentucky took seven years to gain control of this inefficient practice and become a successful center.
An article written by a student a Western Michigan University also describes the key to success of a women’s center as, “collaboration is key to the success of such a center and continuing to expand the understanding of gender and social justice issues on campus and in the community” (Kucyk, Kachman, 2011 p. 2). The article states most students attend a university and subconsciously learn to never admit ignorance or defeat. This is the main problem the Women’s Center faces. Women at Western Michigan University do not utilize the Women’s Center’s services because they do not want to admit they have been abused or emotionally scared. Western also found that the more difficult group to gain acceptance from is administrators. Many administrators do not see it fitting to spend funds on a underutilized Women’s Center and would rather give more funds to sports and other organizations.
An Article titled, College women’s rape awareness and use of commonly advocated risk reduction strategies is mainly focused towards reducing risks of rape and sexual assault on college campuses. A study they conducted has shed more detailed information on some basic facts about sexual assault and how to effectively raise awareness on college campuses (Hertzog, Yeilding, 2009). This study was conducted with the intention of investigating whether college women are incorporating the messages promoted in awareness campaigns into their social behavior. The study revealed that the most vulnerable women are first and second year students as third year and above women exhibited more risk prevention behaviors (such as alcohol consumption). Other findings revealed that students in their third year of college or above reported higher mean levels of perceived vulnerability than those in their first or second year of college. Third year students were also more likely exposed to sexual assault education.
Summary
Findings suggest a possible dissonance between acknowledgement that sexual violence is a problem on campus and the internalization of personal risk. Overall, the college women in the studies in our research reported engaging in moderate amounts of risk taking behavior that would be considered counterintuitive to the most commonly recommended risk reduction strategies. Participants that consumed alcohol regularly (either monthly or weekly to daily) engaged in more risk taking behavior than those never consuming alcohol or only drinking a few times a year. However students in their third year or higher took more preventive measures as they were more likely exposed to sexual assault education. The study concluded that student affairs specialists should aim their curriculum at freshman. Thus the study thinks that advertising awareness initiatives messages in the restrooms of residence halls, Greek affiliated houses, and/or local bars is a good idea. If more information is required, interviews and focus groups could provide enlightening information about how college women consume prevention messages and their perceptions about risk reduction in general and could reveal best ways to get college women interested in attending ReACT programs. Our research has proven that Women’s Centers can continue to grow at Grand Valley State University as they did at University of Kentucky as well as Western Michigan University. After research of their programs and insight to what did and did not work for them we have established ground for an effective public relations campaign for the Grand Valley State University Women’s Center.
Focus Group Results
Background
At 6:30 on Monday February 29, 2012 the research team consisting of Megg Cook, Cam Meyer, Erin Patrick, Whitney Pedersen, and Jason Yasick conducted a focus group held at North C. an on campus freshman dorm. Megg Cook operated as the moderator and led a focus group discussion of 10 Grand Valley State students ranging between the ages of 18-22. The majority of the subjects could be classified as male freshman. Overall there were seven males and six freshmen (five of which were male). Because the focus group consisted mostly of freshman the majority of the group lived on campus, however the students that weren’t freshman lived off campus. Despite the majority of the group falling into the male freshman demographic there was some diversity in the group. The students that weren’t freshman were over 20 and had been on campus for roughly three years each, They were able to bring a great deal of experience to the focus group. Another student was a transfer student from Saginaw Valley State and brought an interesting perspective. The group was close to evenly split between students from the east and west side of the state. We brought cookies and pop for the subjects.
Questions and responses/findings
1. What do you know about the Women’s Center? (Open ended question)
We started off by giving them an open ended question where we asked them what they knew about the Women’s Center and then followed that up with a brief summary of what they do.
Surprisingly the group didn’t really know much at all about the center or its services. The lone freshman girl had a basic understanding of it as one of her organizations briefly worked with them. Another girl knew that they put on the Vagina Monologues. Outside of that the group didn’t really know much about the Women’s Center.
2. (Moderator read to the group statistics such as 1 out of 4 women experience sexual assault in college) We asked them what they thought about the statistics.
Overall the students seemed a little bit surprised about the statistics. One of the freshmen said that it definitely made them more aware of the problem of sexual assault. The overall consensus was that although students felt that Grand Valley was safe, they have the basic understanding that it sexual assault happens at all campuses.
3. Is there anything you’ve seen on campus that promotes a safer campus and student safety?
A conscientious opinion was that because of Grand Valley’s police department, the students all felt that Grand Valley’s campus was safer than most. One student mentioned however that at Michigan State the school had “Bluelights” which people would go to if they felt they were at risk of sexual violence/rape. The transfer student claimed that he had felt much safer at Grand Valley rather than the school he transferred from citing an armed robbery and Grand Valley’s police department. The group also felt that because Grand Valley was in a more rural area that the campus was safer (the majority of the subjects came from “larger towns”). However, they felt like the issue wasn’t talked about a lot. One student said that it’s a quiet subject and no one wants to talk about.
4. How do you think the women’s center is funded?
The group didn’t really have an understanding of their funding source. Common answers were donations and funding from the programs they put on.
5. What do you, as individuals know about sexual assault?
The students agreed that it was a problem in colleges, however the general consensus was that they felt safe due to the fact that “cops are everywhere.” One student said that her mom made her take a self defense class, however she felt completely safe. The feeling was that sexual violence happens because students aren’t taking safe measures. The men didn’t initially put themselves at risk and seemed surprised at statistics showing how many guys were victims. They felt that “no one cares about guys getting raped.”
6. If something happened to you, who would you seek help from?
The students generally felt that instead of going to the Women’s Center they would rather go to someone they trust such as their mom or their doctor. When we explained ReACT they thought that it sounded interesting and thought it could help.
7. What would make you interested in attending the ReACT program?
See question eight
8. What would you do to market the Women’s Center to your social group?
Questions 7-8 brought very similar responses. The group (especially the freshman guys) felt that lots of posters with shocking statistics would grab people’s attention. Also the general consensus was that “free stuff” would make then consider attending the event more. The guys felt that Women’s Center wasn’t making it known that it was open to guys as well.
9. Did you attend transitions or partake in any events that involve the women’s center and the ReACT program?
Almost all of the subjects skipped Transitions (not surprisingly). They cited that the primary reason was that they were just coming off summer, they liked sleep and that Transitions felt too early for them. They proposed ideas such as a later start time (10-12) or maybe even breakfast would go a long way.
10. Do you think that from what you know now, you would get involved more than when you did not know what the center offered?
We also asked them open ended questions such as what would get people’s attention more about the issue of sexual violence and if they were concerned with the risks of sexual assaults before attending college. The impression that this researcher got was that only a major scandal or if it happened to someone close to the students would change their perception of safety on campus. They still have a feeling that they are safe, one student citing that they feel safe walking in the dark alone. However, their parents all expressed concern. The men had no idea that the women’s center was for guys as well citing the name being misleading.
Analysis
Overall the students felt very safe at GV compared to other campuses. The older students surprisingly had no knowledge of the Women’s Center which matched the rest of the group’s basic understanding. They all felt that because Grand Valley was a rural campus swarming with police that they were safe. They cited that the best ways to get people’s attention would be through added incentives such as free food. They also seemed to agree that posters displaying attention grabbing statistics would attract them as well. From the way the students treated Transitions, time of ReACT would play a factor. One recommendation that this researcher noticed that the men had a perception that the Women’s Center was for women only, thus when promoting ReACT attempts should be made at placing less emphasis on the fact that it is a Women’s Center sponsored event.
Survey Results
During a two week stretch surveys were sent out to the GVSU student body. The survey was conducted through the website surveymonkey.com and the link was sent out through word of mouth and facebook. In the duration of the two week stretch a total of 73 students responded and answered questions on the survey. The survey revealed several interesting findings which are discussed in further detail throughout this section.
The survey that was sent out consisted of ten questions with the majority of those questions being multiple choices while a few required respondents to write in answers in designated questions. Overall the primary themes of the survey revolved around four sections: demographics, women’s center, ReACT, and sexual assault. The questions that required respondents to write down answers in a designated box included: How would you describe sexual assault? And What is your knowledge of ReACT? As well as other answers for the questions How did you hear about the events you attended? And have you attended events sponsored by the Women’s Center?
Question 10: What is your Gender?
This was a demographic question. Among the 73 respondents 72.2% (or 52) were female while 26.4% (19) were males and only one person was transgender. The large majority of the respondents were female which comes as no big surprise considering the survey revolved around the Women’s Center and sexual assault which is a bigger problem for women than it is for males. Despite the large amounts of female respondents there were still enough male responses that would disqualify this survey as gender biased as one in every four respondents were male. This confirmed the fact that the topics covered in this survey (Women’s center, sexual assault, ReACT) are a greater concern to the female demographic then to males.
Question 9: Where do you live?
This is another demographic question. This question allows for researchers to gain an idea of what living areas should be focused on. It is encouraging to see that the results were almost even between those living on campus and living off campus. 42.3% of the respondents lived on campus while 39.4% lived off campus (18.3% lived elsewhere). Because the results were so close it is safe to say that one side didn’t dominate the results and provides a better picture into what any given student at GVSU thinks of the subject areas. It also shows that this is a topic of interest no matter where you live at GVSU.
Question 8: What is your class standing?
The last of the demographic questions. The question revealed that most of the students responding to the survey were either first, second or third year students. (26.8% were freshman, 25.4% sophomores, and 25.4% juniors). Although freshman received the highest amount of respondents the numbers were fairly close throughout the board and overall better represent the actually ratios on campus which give the researchers a better picture of what any random student at GVSU is going to think of the main topics. It is encouraging to see that more than half of the respondents were in their first two years at GVSU as that is the demographic that has the greatest amount risk of sexual assault. It is worth noting that 22.5 % of the respondents were a senior or higher (16.9% were seniors, 5.6% super seniors).
Question 7: How safe do you feel on GVSU campus?
This question is the first that deals along the subject of sexual assault even though it actually never mentions it in the question. Overall students feel very safe at Grand Valley. Among the students who took the survey 90.3% felt either safe or very safe. Only seven respondents (9.7%) recognized that there was a risk of sexual assault although no one felt that it was not safe and only 2.8% (2 respondents) felt that it was very unsafe. This demonstrates that students are unaware of the actual dangers that are at Grand Valley, considering 1 in every 4 women are sexually assaulted, and do not feel like they are at risk. It is impossible to tell if any of these students have ever been sexually assaulted.
Question 6: What do you think is the sexual assault rate on the GVSU campus?
Another question that dealt with sexual assault at GVSU. Only 15.1% of the respondents predicted the correct rate and only 24.7% of the respondents (18) thought that the sexual assault rate was more than or as dangerous as it really is. It is disturbing to note that almost more than 75% of respondents felt that the sexual assault rate was safer than it really is. The highest perceived rates were 1 in 6 and 1 in 10 which both registered 27.4% of the response rate. This goes to show that GVSU students are not completely aware of the true risk of sexual assault on GVSU’s campus.
Question 5: How would you define sexual violence?
Another question that dealt with sexual assault on the GVSU campus. This was one of the questions where students who took the survey were instructed to write in their response. Among the 55 respondents who answered the question it seemed that there was a response that hovered between unwanted sexual harm, rape and “no idea.” This could show the researchers with a first glance conclusion that although many students have a good understanding of what constitutes as sexual violence, many others see sexual assault as the same thing as rape and are unfamiliar with what it actually implies.
Question 4: What is your knowledge of the ReACT program?
The only question in the survey that directly dealt with the topic of the ReACT program which is also the focus of the public relations project. This was the other question that also directly required students who took the survey to write their responses in the designated box. It is unfortunate to note that GVSU students are virtually unaware of the program. Among the 62 responses almost all of the replies were “none.” It is safe to say that the GVSU student body is completely unaware of ReACT and is unfamiliar with what it does.
Question 3: How did you hear about the events you attended?
This was a question that dealt with the Women’s Center activities. It is worth noting that it can be concluded that the majority of those people who had not attended a Women’s Center event didn’t answer the question as 46 of the students who took the survey skipped the question. The main findings were hat the majority of the respondents heard about the Women’s Center events through posters/flyers (70.4%) and in class (48.1%). The question also showed that the Lanthorn wasn’t a very effective tool as only three respondents claimed that they had heard of the events through the school paper. The question featured an “other” option which showed a rather interesting and compelling finding in that many of those respondents claimed that they had heard of the events through their sorority. When promoting ReACT running public relations tactics through sororities might be a good idea.
Question 2: Have you ever attended an event sponsored by the Women’s Center?
Another question that dealt with the topic of the women’s center. Only 35 of the students who took the survey answered this question. Of the Women’s Center events the vast majority of the respondents reported that they attended the Vagina Monologues (76.9%). Also worth noting is that Project Love received zero responses. This question also had an “other” option which reported that a few of the respondents had attended an event called “Her story.” Overall outside the Vagina Monologues, few of the respondents had attended a Women’s Center Event.
Question 1: Do you know about the Women’s Center?
The first question that dealt with the topic of GVSU’s Women’s Center. Among all the respondents 67.1% responded that they had heard of it but had never visited it. This was far and beyond the most popular answer in the question. Only 20.3% of respondents had visited and or used its resources at some point. Overall the main finding from this question was that although people know of the Women’s Center, they are unfamiliar with its services/purpose.
Main Conclusions
The main conclusions from this survey show that the majority of the respondents as well as students at Grand Valley are unaware of the true danger of sexual assault at Grand Valley. The vast majority of students classified GVSU as a safe campus. Another interesting finding is that promoting ReACT through sororities might be a good idea and an untapped opportunity to get attention for the event.
Action Plan
· Situation Analysis
· Audience Description
· Objectives
· Strategies
Situation Analysis
The client Theresa Rowland, who serves as the VAWA Grant Coordinator for the Women’s Center, recently asked for help in creating an exciting public relations program that will generate enough positive publicity to attract students to an upcoming ReACT presentation. The program comes as a result of the Women’s Center receiving a three year $265,129 grant which will be used to introduce the GVSU Campus Violence Prevention Team (CVPT).
ReACT is a production of the theater program which is one of the CVPT programs. The ReACT program intends to educate audiences about the realities of sexual violence through statistics and performing realistic scenarios with Grand Valley student actors. ReACT aims to fulfill a purpose of engaging audiences in safe and effective methods of preventing sexual violence as well as how to support victims. ReACT intends to shed light on the growing problem of sexual violence particularly on Grand Valley’s campus. Although many already feel safe, statistics show otherwise as one out of four women at GVSU are victims of sexual assault. The program is directed by Allison Metz. Although ReACT has received favorable reviews from audiences, it is a relatively unheard of program that struggles to attract men. Its primary audiences consist of students who are involved with the Women’s Center or sororities both of which bring along friends with them.
Although Rowland as well as the rest of the ReACT team would like to attract an audience of all demographics, the primary target market will be first and second year students as freshman are the newest and least experienced students on campus and sophomores as they are new to living in off campus apartments where parties frequently occur. These two demographics are the highest at risk of sexual violence. Although they feel safe, they are completely unaware of sexual violence dangers on/off campus.
In general the targeted demographic can be best described as freshman and sophomore female students at Grand Valley State. The audience is likely to live either on campus or are adjusting to their first semester living in an off campus apartment. These students are very comfortable and feel very safe on campus. They also fail to understand that sexual violence is a problem on GVSU’s campus; they also have yet to completely grasp the true meaning of sexual violence and what it consists of. Of those in attendance many will be from a LIB 100 class or involved with a sorority; they will likely bring friends with them. The audience in general may be quite involved with the Women’s Center however ReACT will be primarily targeted towards those who are either unfamiliar with or have yet to attend Women’s Center related functions. A good mix can be expected.
Although ReACT has an opportunity to present itself as a fresh way of looking at a tough problem, there are obstacles that must be overcome if the public relations objectives are to be met. The main problem resolves around funding. Although the Women’s Center received a grant of $265,129 most of funds are already tied up in other Women’s Center programs. Enacting low cost effective tactics is a must. Also due to the subject of ReACT, attracting male audience members will be a challenge.
The client has In order to accomplish this goal it is necessary to work closely with a variety of members throughout the Women’s Center including Allison Metz (director of ReACT program), Marlene Kowalski-Braun (Assistant Vice Provost, Women's Center Director, member of the theater program committee), as well as the seven actors performing in ReACT.
Research into this is necessary due to the fact that not many students know of the ReACT program. This is discouraging because, in general, Grand Valley student are unaware of the risks of sexual assault, and how prevalent it is on campus. ReACT teaches ways to proper handle sexual assault, both how to avoid it and potentially recover from an incident.
Audience Description
ReACT is put on specifically for the students at Grand Valley State University in order to best educate them on the risk and problem that is sexual violence on Grand Valley’s college campus as well describe effective prevention methods. Statistics show that first and second year female students have the highest degree of risk as they are unfamiliar with the problem and successful prevention of sexual violence; therefore ReACT is put on with those students in mind. Because ReACT is also a LIB 100 approved event, freshmen are more likely to attend
The target market overall is unconcerned and is uneducated of the risk that sexual violence posses on GVSU’s campus. Survey and focus group results show that these students feel like Grand Valley is a very safe campus due to the perception that its police force is strong, its conservative/rural area, and the general lack of publicity that sexual violence gets at GVSU. Among the students who took the survey 90.3% felt either safe or very safe. According to the survey 75% of the students felt that the sexual assault rate was or higher than 1in 6 students, significantly higher than the actual 1:4 ratio. Along with the fact that students don’t feel that they are at risk, they are likely unfamiliar with what sexual violence actually consists of. According to the survey and the focus groups that were conducted, students had a mixed definition of sexual violence and often confused it with rape.
The targeted demographic is familiar with the Women’s Center however they are unfamiliar with and don’t use the resources that it offers. This is demonstrated by the lack of attendance and knowledge of Women’s Center events outside of the popular Vagina Monologues. Most of these students have little to no knowledge of the ReACT program. The students who attend events are informed of them through several channels including posters/flyers, in class, through friends, and/or through involvement in a sorority.
In general the targeted demographic can be best described as freshman and sophomore female students at Grand Valley State. The audience is likely to live either on campus or are adjusting to their first semester living in an off campus apartment. These students are very comfortable and feel very safe on campus. They also fail to understand that sexual violence is a problem on GVSU’s campus; they also have yet to completely grasp the true meaning of sexual violence and what it consists of. These students usually enjoy being social and hang out on campus at places such as Kleiner and Fresh. They like free things. Of those in attendance many will be from a LIB 100 class or involved with a sorority; they will likely bring friends with them. The audience in general may be quite involved with the Women’s Center however ReACT will be primarily targeted towards those who are either unfamiliar with or have yet to attend Women’s Center related functions. A good mix can be expected.
Objectives
Objective 1.) Increase the number of Grand Valley students who are aware of the actual sexual violence rate on campus by 40% by the end of the 2012 fall semester.
Objective 2.) Increase the positive attitudes towards sexual violence prevention methods and overall perception of the ReACT program by 50% by the end of the 2013 winter semester.
Objective 3.) Have at least one public relations event /tactic performed in each on campus dorm conducted no later than two weeks before the first performance of ReACT in the 2012 fall semester.
Strategies
Strategy 1.) Heavily use the 1:4 ratio to raise awareness of ReACT and sexual assault on campus
Strategy 2.) Increase general enthusiasm and publicity for ReACT by engaging in public relations activities that get sororities involved.
Strategy 3.) Conduct numerous public relations events in on campus dorms in order to raise awareness of ReACT in GVSU freshmen.
Campaign Tactics
· Tactic Overview
· Press Release
· Poster
· Sorority Power Point Presentation
· T-Shirt Design
Tactic Overview
Tactic 1.)
Press Release
A press release will be written about ReACT. It will be sent out to the Lanthorn in hopes that the paper could publish a story about ReACT, therefore generate publicity about the program. Research showed that, in general, the Grand Valley student body didn’t have much knowledge about ReACT or what it consisted of. Hopefully by submitting a press release to the GVSU student run newspaper, ReACT will receive more positive publicity and interest.
Tactic 2.)
Set up Tables
New students are typically looking for things to do in late August, early September. In order to take advantage of this, tables should be set up throughout the Grand Valley campus, in particular at Kirkof, Translink, by the clock tower, and in Kleiner. The tables will be done in late August and early September as the weather will allow for tables to be set up outside, students have more time on their hands, and in accordance to the time where new students are looking for ways to get involved on campus. These tables should have a banner, flyers, and will pass out free t-shirts. Something along the lines of one out of every four students could get a t-shirt, could be done.
Tactic 3.)
Operation Cover Campus
Research through focus groups and surveys showed that poster/flyers were an effective tool in getting information out to students. Some of the respondents in the focus groups said that posters with shocking statistics would be more likely to catch their attention. Therefore a large campaign to post flyers and posters throughout campus that feature the 1:4 ratio (one in every four women at GVSU are victims of sexual violence) could attract attention to ReACT. A sample poster has been created that shows the 1:4 statistic as well as info on ReACT. These posters and flyers will be passed out primarily through dorm, Kirkof , and mailed to every Greek organization.
Tactic 4.)
ReACT In the Dorms
Statistics show that female freshmen students are at a greater risk of sexual violence; therefore promoting ReACT in the dorms is vital. Resident Assistants are required to put on at least one event every month. Therefore, coordination with RAs could lead to opportunities to conduct programs in the dorms, as well as promote ReACT and its messages. This could include putting on a pizza party, along with a preview presentation of ReACT were its actors perform a couple of scenes.
Tactic 5.)
Sorority PowerPoint presentation
Research showed that an untapped audience to reach GVSU students could be through sororities on GVSU’s campus. Sororities are encouraged to get involved on campus and support various on campus activities. They are very social and attract a lot of freshman girls. Sororities also have a higher risk of following victim to sexual assault. Therefore, putting on a separate presentation for sororities may be very useful tool of not only getting ReACT’s name out there, but also sharing some of its messages with an at risk demographic. A potential tactic could include Theresa Rowland putting on a PowerPoint presentation that highlights the risk that sexual assault poses towards sororities. This could result in a scenario where ReACT spreads via positive word of mouth throughout campus.
Tactic 6.)
Sorority sponsorship/scholarship
As mentioned earlier, forming a mutual relationship with sororities could be very beneficial to both sides. Sororities are very close to the entire Greek community at GVSU, involved on campus, required to engage in community service, and to be involved in on campus events. Perhaps by offering to sponsor a sorority, or two, could lead to sororities supporting and promoting the Women’s Center more frequently. This may include volunteering for the Women’s Center, promoting events to their sisters and other sororities, and potentially lead to higher attendance. In addition to the sponsorship, the Women’s Center could offer philanthropy hours to sororities or even co-sponsor individual sorority events. This could create a positive image for the Women’s Center.
Another potential option, instead of a sponsorship, is to offer a scholarship that is only available to women in a sorority. The scholarship could be rewarded to a student who does the most to promote the Women’s Center/ReACT or brings the most amount of people to ReACT presentations.
Press Release
CONTACT: For Immediate Release
Cameron Meyer
CAP 220
meyercam@mail.gvsu.edu
ReACT LOOKS FOR A REACTION
Allendale, MI, 4/03/2012 – Approximately one out of every four Grand Valley State women are victims of sexual violence. ReACT intends to inform students on the subject as well as teach methods to prevent exposure to harmful situations.
ReACT is program put on by the Grand Valley State Women’s Center through their theater program. The program intends to address a serious topic by creating a fun and entertaining atmosphere. Each ReACT presentation will consist of skits, statistics, personal stories and ways to stop sexual violence on campus.
The whole experience should benefit the entire Grand Valley student body; however it will apply additional benefit to newer students. Not only is ReACT a LIB 100 approved event, but it also addresses a campus wide problem that places freshmen and sophomore females in the greatest amount of danger. The ReACT program can provide important information that could prevent sexual violence from happening to underclassmen.
This will be the second year that the Women’s Center has put on ReACT. The program’s funding comes from the Office on Violence Against Women, part of the U.S. Department of Justice. Each presentation uses Grand Valley student actors. The Women’s Center was opened in 2001 and is located at 1201 Kirkof. They offer several services in Resource and Referral, Education and Inspiration and Advocacy. They offer over 7o programs every year as well as internship opportunities, scholarships, an onsite library, community service opportunities through the Women’s Issues Volunteer Corps in 2003 and services that attempt to alert students about the dangers of sexual assault in both prevention and help for victims.
For more information, contact Theresa Rowland at womenctr@gvsu.edu womenctr@gvsu.edu
- END -
Budget
· Campaign Budget
· Budget Description
Budget Description
Event 1.) Funds will be used to buy pizza for freshman, as well as print flyers for each dorm on campus.
Event 2.) The majority of the funds will be spent to buy T-Shirts that will be handed out to students. Also a large table banner will be purchased.
Event 3.) Operation Cover Campus involves posting/handing out numerous flyers and posters. $64 dollars in printing costs will be budgeted.
Event 4.) No cost, unless for some reason you haven’t purchased Microsoft PowerPoint.
Event 5.) $150 will be budgeted either for a small scholarship, or to sponsor sorority events.
Event 6.) A press release should be free.
Campaign Overview/Evaluation
Campaign Evaluation.
Objective 1.) Increase the number of Grand Valley students who are aware of the actual sexual violence rate on campus by 40% by the end of the 2012 fall semester.
Evaluation Method 1: Examine amount of posters/T shirts passed out that have 1 in 4 statistic printed on them. As well as amount in dorms.
Evaluation Method 2: Examine attendance at ReACT showings.
Evaluation Method 3: Resurvey
Objective 2.) Increase the positive attitudes towards sexual violence prevention methods and overall perception of the ReACT program by 50% by the end of the 2013 winter semester.
Evaluation Method 1: Attendance at ReACT events.
Evaluation Method 2: Measuring amount of table shirts worn at ReACT events, people who wear them could get a prize
Evaluation Method 3: Resurvey
Objective 3.) Have at least one public relations event /tactic performed in each on campus dorm conducted no later than two weeks before the first performance of ReACT in the 2012 fall semester.
Evaluation Method 1: Have at least one ReACT event conducted in each dorm.
Evaluation Method 2: Measuring amount of posters distributed in dorms.
Appendixes
· Focus Group Discussion Guide
· Survey Questions
· Survey Monkey Results
· References
Appendix A
Questionare/Moderator Guide
Introduction
Welcome, good evening! My name is Megan Cook and I am a student at Grand Valley State University. I am here today with members of my CAP220 class, which is Fundamentals of Public Relations. (Have them say their names) We would all like to thank you for being part of our focus group today. Today’s meeting will take approximately an hour. We appreciate you being here and we will try not to go over the time that we have allowed today. We do have bottles of water and some snacks here on the desk please help yourselves. The bathrooms on down the hall on the right.
Explanation
Before we start today, we would like to give you some background to our topic. We are focusing our research on the Women’s Center here at Grand Valley State University. I would like to emphasize that all information shared today is completely confidential, and no details that could give away your identity will be used. The information we obtain will only be used for the purpose of our paper and in-class presentation of our findings. we are using this information for a public relations campaign for the GVSU Women's Center for a class and will dispose of this information after this project is over. At if any point during the focus group discussion, you feel uncomfortable, you may get up and leave without penalization. I would now like to open the discussion with introductions. Please state your name, grade level and major. You can give a fictitious name if you would like to remain anonymous. Let’s go ahead and get started.
Questions
1. What do you know about the women’s center? (open ended question)
a. Let them answer & discuss
b. Give a small presentation
c. Describe situations that they handle
2. Give statistics
a. Show facts
b. Ask them to estimate the statistic
3. Is there anything you’ve seen on campus that promotes a safer campus and student safety?
4. How do you think the women’s center is funded?
5. What do you, as individuals know about sexual assault?
a. Is it a problem?
b. Does it need to be monitored?
c. Do you feel at risk?
6. If something happened to you, who would you seek help from?
a. Would you go to the women’s center?
b. Mention reACT. (explain)
7. What would make you interested in attending the reACT program?
8. What would you do to market the women’s center to your social group?
9. Did you attend transitions or partake in any events that involve the women’s center and the reACT program?
10. Do you think that from what you know now, you would get involved more than when you did not know what the center offered?
11. What do you think would be the best way to get the publics attention?
12. Were you concerned with the risks of sexual assaults before attending college? And do you think Grand Valley promotes a safe campus?
Conclusion
I would like to thank all of you for taking the time to participate in our focus group. We want you to know that we appreciate your input and help today. If you have any questions please feel free to stick around after and grab our contact information. Have a great night, thank you all for coming!
Appendix B
Survey Questionnaire
Demographics
1. What is your class standing?
a. Freshman
b. Sophomore
c. Junior
d. Senior
e. Super-senior
2. Where do you live?
a. On-campus
b. Off-campus-Allendale
c. Other
3. What is your gender?
a. Male
b. Female
c. Trans-gender
Women’s Center
4. Do you know about the Women’s Center?
a. Never heard of it
b. Heard of it, but never visited
c. Heard of it and visited
d. Occasionally use resources
e. Actively use resources
5. Have you attended events sponsored by the Women’s Center?
a. Vagina Monologues
b. That Takes Ovaries
c. Project Love
d. Indulge For A Cause
e. Other ________
6. How did you hear about the events you attended?
a. Posters/Flyers
b. Online/Event Schedule
c. Lanthorn
d. In a class
e. Other
ReACT
7. What is your knowledge of the ReACT program?
a. Text Box
Sexual Assault
8. How would you define Sexual Violence?
a. Text Box
9. What do you think is the rate of sexual assault on the GVSU campus?
a. 1 in 3
b. 1 in 4
c. 1 in 6
d. 1 in 8
e. 1 in 10
10. How safe do you feel on GVSU campus?
a. Very safe
b. Safe
c. Somewhat safe
d. Not safe
Appendix C
Survey Monkey Results
(See following 5 pages
Appendix D
References
Hertzog, J., & Yeilding, R. (2009 March). College women’s rape awareness and use of
commonly advocated risk reduction strategies. College Student Journal, 43(1), 59-73.
Jordan, C. (2011, August 25). The University of Kentucky center for research on violence against women: Science inspired by women’s stories. SAGE Journals. Retrieved from
http://vaw.sagepub.com/content/17/9/1137
Kucyk, K., & Kachman, M. (2011, May 4). Examining the feasibility of a women’s center at
Western Michigan University. 1-10. Retrieved from http://scholarworks.wmich.edu/cgi / viewcontent.cgi?article=1269&context=honors_theses
Michelle Adam. (2011, October 31). The Hispanic outlook in higher education. Paramus. 22(3), 15. Retrieved from http://proquest.umi.com.ezproxy.gvsu.edu /pqdlink?vinst=PROD&fmt=3&startpage=1&vname=PQD&RQT=309&did =2519711271&scaling=FULL&vtype=PQD&rqt=309&TS=1329259088&clientId =17833
Renzetti, C. M. (2009). Editor's introduction. Violence Against Women, 15(5), 511-512.
Retrieved from http://vaw.sagepub.com/
