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Kent State BAM
“Body Acceptance Movement”
Josh Cramer - Alexandria Deitz - Megan Hermensky - Zabrina Hvostal - Erika Naeger
Table of Contents

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Executive Summary………………………………………………………………..3
BAM goals ………………………………………………………………………….5
Our goals …………………………………………………………………………...5
Objectives. ……………………………………………………………………….....5
Problem statement ………………………………………………………………....6
Key publics ………………………………………………………………………....6
Secondary publics ………………………………………………………………….8
Primary research …………………………………………………………………..8
Secondary research ………………………………………………………………..10
Summary of research ……………………………………………………………..19
Situation analysis …………………………………………………………………..21
I.History……………………………………………………………………21
II.BAM Meeting …………………………………………………………...22
III.Social media ………………………………………………………........23
V.Competitors …………………………………………………………….23
Formal research …………………………………………………………………..24
Theme……………………………………………………………………………...25
Key messages……………………………………………………………………....25
Objectives, Strategiesand Tactics ………………………………………………..26
Budget……………………………………………………………………………...28
Timeline…………………………………………………………………………….31
Evaluation…………………………………………………………………………..33
Executive Summary

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Body Acceptance Movement, known as BAM, is a student-run organization at Kent State
University. BAM was founded in October 2012 to guide students toward a lifestyle rich with
body acceptance and wellness. The group provides resources and support toward the
development of a healthy body image and aims to reduce the stigma that surrounds body image
and self-esteem issues on-campus. Most members who join BAM were struggling in some way
with body acceptance. These individuals are seeking outside help in a place where they could
feel accepted in their own skin.
BAM member attendance is 18 students on average per meeting, with 41 students being
the highest number at one meeting. A challenge that BAM wants to overcome is a lack of
identity as a student organization. This challenge has led to a small number of BAM members at
each meeting. Our research shows that by creating a stronger identity BAM will be able to retain
a steady number of members in each meeting. BAM wants to increase its awareness as a
prominent student-run organization on-campus to meet this goal. We have created a vastly
detailed public relations plan to help BAM reach these goals.
Our plan has many objectives for the organization to help it meet its goals and overcome
its challenges. Some of our objectives are to increase the awareness of BAM at Kent State as a
prominent student-run social and health organization where anyone can feel welcome. A few
more of our objectives include: To increase member attendance of nontraditional students by
25% at the end of the spring 2015 semester, to increase member retention rate by 25 percent by
the end of the spring 2015 semester, to expand BAM’s target demographic to include minority
groups on-campus, and to raise $500 in donations by the end of the 2015 spring semester.
Our research consists of information on health and wellness, student groups, overall
student opinion on support groups such as BAM and body image, and most importantly, an in-

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depth interview with former president, Megan Carrasco. By interviewing her via Skype, we were
able to get a first-person perspective of BAM and gain insight on the direction she saw the
organization moving.
The survey our research group conducted revealed that 90 percent of members surveyed
are willing to share their BAM membership information with others. This means that BAM
members will be able to greatly contribute to spreading awareness of the organization by sharing
their experiences with friends and fellow students. Our survey also found that 60 percent of
BAM members are looking for the group to encourage them to make positive lifestyle changes;
80 percent said they would be interested in pairing with an on-campus workout organization.
These numbers are important because they help us identify the purpose of BAM which leads to
an effective identity creation. Some of our key publics are Kent State student organizations, and
this information helps us decide what organizations BAM would partner with to help in its
expansion.
We have created several strategies and tactics to reach our objectives in time. We want to
attract a diverse group of students, other than the current demographic of BAM members, which
is white, freshmen females. By holding various events, such as a one-mile fun run partnered with
CHAARG (a key public), a yoga night, and a meeting where minority groups would speak about
cross-cultural differences, BAM can potentially attract a diverse group of students that hold these
interests. Our plan will be considered successful if we are able to increase member retention rate
by spring 2015 and if we raise $500 in donations for this organization.
BAM’s goals
1. Guide students toward a lifestyle rich with body acceptance and wellness.

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2. Provide resources and support toward the growth and development of a healthy body image.
3. Reduce the stigma that surrounds body image and self-esteem related issues.
Our goals
1. To establish BAM as a prominent student-run social and health organization at Kent State
University.
2. To improve communication between the BAM executive board, the current members, and
potential members.
3. To diversify the types of students who attend BAM activities.
Objectives
1. To increase the attendance of nontraditional BAM students at the bi-weekly meetings by 25
percent by the end of the spring 2015 semester.
2. To increase member retention rate by 25 percent by the end of the spring 2015 semester.
3. To raise awareness of BAM’s goals and purposes on-campus by 25 percent by the end of the
spring 2015 semester.
4. To raise $500 in donations by the end of the 2015 spring semester.
5. To increase membership among minority groups on-campus by 10 percent by the end of the
spring 2015 semester.
Problem Statement
The Kent State Body Acceptance Movement student organization lacks a clear view on who its
target audience is on the main campus. Due to this weakness, the organization lacks retention

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among current members. Implementing a targeted communications plan will give BAM the
opportunity to raise awareness about the organization and attract a more diverse group of
students.
Key Publics
Megan Carrasco, BAM’s president, had expressed that the current demographic of the group is
white freshmen girls. She would like the group to have members of both genders, as well as
upperclassmen and ethnic groups.
1. Upperclassmen (men and women) - to increase class diversity of BAM members.
2. Freshmen women - According to Kent’s website, 59 percent of students on Kent’s
campus are female. Freshmen who get involved with an organization may stick with that
organization throughout their college career.
3. Media (on and off campus) - Media, such as TV2 KSU, radio, and The Burr magazine,
are channels that can help BAM reach its target audience.
4. Minority groups- A goal of BAM is to increase diversity of group members. By reaching
minority groups, this goal can be met.
Kent State Universities chart of demographics:
White 17,226
African American 1,949
International 1,045

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Unknown 756
Hispanic 600
Multiracial 301
Asian 284
American Indian 75
Other 13
Native
Hawaiian/Pacific
Islander
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5. Kent State CHAARG - A positive and encouraging female organization that focuses on
wellness and healthy lifestyle choices.
6. Other university body image groups:
SPARK - Akron University organization focusing on student enrichment.
“Are you looking to get involved on-campus and enrich your collegiate
experience? Would you like to meet new people and make new friends? Do you hope to
develop yourself academically, professionally, socially, and personally in the ways that
will lead to success in your future? If so, SPARK is the student organization for you.
SPARK is designed to help young students become more engaged at The University of
Akron and to build strong student leaders. Join today and enjoy a better tomorrow.”
Secondary Publics
1. Center for Student Involvement - Getting
students involved within organizations and
helping them reach their full potential as well as
increasing self-esteem.
2. Kent State’s male population - To increase body
acceptance awareness is not just a female issue.

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3. Kent State POW - Members strive to create a positive environment for women on-
campus while dedicating time to support various women’s charities.
Primary Research
1. Personal meeting with BAM president Megan Carrasco, September 29, 2014
A. BAM is concerned with member retention. The group wants the members
to come back habitually and have bi-monthly meetings. Only 10 people
come regularly, and the group is not sure why this is.
B. Megan wants a diverse group of people including: men, women,
upperclassmen, and underclassmen.
C. BAM has already partnered with the Jewish women’s group and
CHAARG. Together, they would like to do a 5K or some sort of race in
the spring and partner with a nutrition outreach or women’s center.
D. There was more genuine interest after Blast Off.
E. The majority of members are freshmen.
F. BAM does not have any tactics planned yet. In the past, it has hosted
speakers for presentations and icebreakers to get to know more members.
The idea was to create more excitement about the group among members.
G. The group has $5 dues to increase retention and to have some sort of a
fundraiser. In the past, Hungry Howies donated pizza, but the group would
love outside businesses to sponsor them.
H. Fundraising is very new and the organization would like to implement
different fundraising ideas into their agenda.
I. Megan’s objectives include: fundraising, member retention, and creating a
viral event this semester with USG for Eating Disorder Week.

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J. BAM does not want to be perceived as a health group, but instead as a
social club where members can learn to be comfortable with the way they
look.
K. The group would like to be gender neutral and not just a women’s
organization.
L. There were advertisements for BAM in The Kent Stater and The Buzz in
previous years.
M. Megan wants to increase BAM’s presence on social media.
N. She think target audiences are KSU students and white freshman women.
Megan would like to see more racial, age, and gender diversity but
understands that it is hard to get males to participate.
2. Survey of BAM members:
A. The survey revealed:
● Ninety percent of members surveyed are willing to share their BAM membership
information with others
● Sixty percent of BAM members are looking for the group to encourage them to
make lifestyle changes such as working out and eating more healthy foods
● Eighty percent would be interested in pairing with an on-campus workout
organization
● Forty percent of our BAM member sample has struggled with an eating disorder
3. Attended BAM meeting, September 15, 2014:
A. First meeting 41 members attended, all female, undergraduate students
1. Introduction video was presented sharing the history of BAM and what the club
was about
2. Everyone participated in an ice-breaking activity where they had to stand up and
share their name and why they decided to come to the meeting.
3. Everyone participated in a group activity where they wrote down 10 things they
loved about themselves and shared one with everyone in the room.
4. Attended BAM meeting, November 3, 2014:

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A. 19 members attended: 18 females and one male
1. Watched South Park episode that related to body acceptance in elementary
school students.
Secondary Research
1. "11 Facts About Body Image." DoSomething.org. N.p., n.d. Web. 04 Oct. 2014.
A. Approximately 91 percent of women are unhappy with their bodies and
resort to dieting to achieve their ideal body shape.
B. Only 5 percent of women naturally possess the body type often portrayed
by Americans in the media.
C. Low self-esteem in adolescents can lead to eating disorders, early sexual
activity, substance use and suicidal thoughts.
D. Fifty eight percent of college-aged girls feel pressured to be a certain
weight, and 95 percent of people with eating disorders are between the
ages of 12 and 25
E. Only 10 percent of people suffering from an eating disorder will seek
professional help.
2. "Teen Health and the Media." Teen Health and the Media. N.p., n.d. Web. 02 Oct. 2014.
A. One in every three (37 percent) articles in leading teen girl magazines also
included a focus on appearance, and most of the advertisements (50
percent) used an appeal to beauty to sell products.
B. Studies indicate that by their first year of college, 4.5 to 18 percent of
women and 0.4 percent of men have a history of bulimia and that as many
as 1 in 100 females between the ages of 12 and 18 have anorexia. Eight
million more people in the United States have an eating disorder, 90
percent are women.
3. "Kent State University." Kent State University. Kent State University, n.d. Web. 08 Oct.
2014.

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I. Kent State’s demographics include: (22,000 undergraduate students and 5,500
graduate students enrolled from all 50 states and 100 countries, odds have it that
all kinds of relationships and connections will be established -- personal, peer to
peer, classmate to classmate, classmate to professor, and person to person)
A. Fifty eight percent of students are female.
B. Forty one percent are male.
C. Thirteen percent of the undergraduate population is a minority.
D. More than 400 individuals in graduate studies are minority
students.
4. "Current Population Demographics and Statistics for Ohio by Age, Gender and Race."
SuburbanStats.org. US Census Bureau, n.d. Web. 08 Oct. 2014.
Total Population: 11,536,504
Male Population: 5,632,156
Female
Population:
5,904,348
5. http://www.raderprograms.com/causes-statistics/media-eating-disorders.html
A. Nine-tenths of girls who are high school juniors and seniors diet, while
only 10 percent of high school girls are overweight.
B. A study showed that women experience an average of 13 negative
thoughts about their body each day, while 97 percent of women admit to
having at least one “I hate my body” moment each day.
C. Four out of five women in the U.S. are unhappy with their appearance.
D. More than half of white, adolescent girls who are a normal weight view
themselves as fat.

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6. “TeensHealth.” Body Dysmorphic Disorder. N.p., n.d. Web. 6 Oct. 2014.
<http://teenshealth.org/teen/your_mind/body_image/body_image_problem.html>
A. Body dysmorphic disorder (BDD) is a condition that involves obsessions,
which are distressing thoughts that repeatedly intrude into a person’s
awareness. With BDD, the distressing thoughts are about perceived
appearance flaws.
B. People with BDD become obsessed over the aspect of their appearance,
just as people with eating disorders obsess about their weight.
C. BDD has been called “imagined ugliness” because the appearance issues
the person is obsessing about usually are so small that others don’t even
notice them or if they do notice them, they consider them minor.
D. While the cause of this is unknown, experts believe a poor regulation of
serotonin also plays a role in this disorder. Cultural messages may play a
role in BDD by reinforcing somebody’s concerns about appearances.
7. “What is Body Image? | National Eating Disorders Association.” What is Body Image? |
National Eating Disorders Association. N.p., n.d.. Web. 5 Oct. 2014.
<http://www.nationaleatingdisorders.org/what-body-image>
A. The National Eating Disorders Association defines body image as how
you see yourself when you look in the mirror or when you picture yourself
in your mind.
B. Body image encompasses what you believe about your own appearance,
how you feel about your body (including height, weight, and shape), and
how you sense and control your body as you move - how you feel in your
body, not just about your body.
C. When you have a negative body image you:
a. Have a distorted perception of your shape
b. Are convinced that only other people are attractive and that your
body size or shape is a sign of personal failure
c. Feel ashamed, self-conscious, and anxious about your body
d. Feel uncomfortable and awkward in your body

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D. When you have a positive body image you:
a. Have a clear, true perception of yourself - you see the various parts
of your body as they really are.
b. Celebrate and appreciate your natural body shape, and you
understand that people's physical appearance says very little about
their character and value.
c. Feel proud and accepting of your unique body and refuse to spend
unreasonable amounts of time worrying about weight and calories
d. Feel comfortable and confident in your body.
E. People with negative body image have a greater likelihood of developing
an eating disorder and are more likely to suffer from feelings of
depression, isolation, low self-esteem, and obsession with weight loss.
F. While we have days when we feel awkward or uncomfortable in our
bodies, developing a positive body image means we recognize and respect
our natural shape and learn to overpower those negative thoughts and
feelings with positive, affirming, accepting ones.
8. “Weight & Body Image Disorders: Causes, Symptoms & Signs.” Eating Disorder Hope
RSS. N.p., n.d. Web. 8 Oct. 2014.
<http://www.eatingdisorderhope.com/information/body-image>
A. Body image refers to how people see themselves.
B. Distorted body image refers to an unrealistic view of how someone sees
their body
C. It is most common in women, but men also suffer from this disorder
D. Symptoms of negative body image:
a. obsessive scrutiny in mirrors
b. thinking disparaging comments about your body and comparison
of your body to to others
c. envy a friend’s body or a celebrity’s
E. Negative body image can be impacted by one or more significant events
F. Body image concerns and eating disorders go hand and hand.

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9. Kent State BAM’s Facebook: “KSU’s Body Acceptance Movement”
A. Organization Goals:
1. Guide students towards a lifestyle rich with body acceptance and wellness.
2. Provide resources and support towards the growth and development of a
healthy body image.
3. Reduce the stigma that surrounds body image and self-esteem related
issues.
10. POW - University of Delaware - http://www.udel.edu/studentwellness/pow/
A. The Pow! Promoters of Wellness are peer educators from Student Wellness &
Health Promotion at the University of Delaware. The mission of Pow! is to offer
fellow students (1) information promoting wellness and (2) supportive resources
for making informed health decisions. Pow! members carry out this mission with
educational programs, individual peer consultations, and other services described
in more detail on the Services page.
11. "NYC Girl's Project - The Issues." NYC Girl's Project - The Issues. The City of New
York, n.d. Web. 10 Oct. 2014.
A. Even as women have made enormous strides in education, politics, and the
workplace, girls report struggling with body image and self-esteem at
younger and younger ages and stories abound about bullying around
appearance and sexual behavior.
B. Over 80 percent of 10-year-old girls are afraid of being fat
C. By middle school, 40-70 percent of girls are dissatisfied with two or more
parts of their body, and body satisfaction hits rock bottom between the
ages of 12 and 15.
D. According to a 2010 study:
1. Eighty-one percent of girls would rather see “real” or “natural” photos of
models then touched-up, airbrushed versions, yet 47 percent say fashion
magazines give them a body image to strive for.

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2. Sixty-three percent of girls think the body image represented by the
fashion industry is unrealistic and 47 percent think it is unhealthy, yet 60
percent say that they compare their bodies to fashion models, 48 percent
wish they were as skinny as the models in fashion magazines, and 31
percent of girls admit to starving themselves or refusing to eat as a
strategy to lose weight.
E. Contributing factors to low self esteem:
Smoking:
● Thirteen percent of women smoke to lose weight.9
● Teenage girls often start to smoke to avoid weight gain.10
Alcohol Abuse:
● Teenage girls with low self-esteem are twice as likely to report alcohol
use.11
● Twelve-year-old girls with low self-esteem are two-and-a-half times more
likely to engage in heavy alcohol use at age 15.12
Bullying:
● Obese children were 63 percent more likely to be bullied regardless of
gender, race, family income, social skills, academic achievement, or
school composition.13
Early Onset of Sexual Activity:
● Girls who had high self-esteem in seventh grade were three times more
likely to have remained virgins than were girls with low self-esteem.14
● The risk of teenage motherhood is raised – by up to 50 percent – among
teenage girls with lower self-esteem.15
Obesity:
● Young girls who dieted had three times the odds of being overweight five
years later compared with girls not using weight-control behaviors.16

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● Persistent use of dieting and unhealthy weight-control behaviors predicted
greater increases in body mass index (BMI) 10 years later in overweight
and non-overweight respondents.17
● People who feel discriminated or stigmatized against because of their
weight were two-and-a-half times more likely to become obese, regardless
of their actual weight
12. Nutrition Club - Ohio University
A. “A student-lead organizations that meets bi-weekly to discuss an array of
nutrition related topics as well as carry out activities to help members build
relationships with other members and those who we serve.”
13. "Self Image Media Influences - Just Say Yes." Just Say YES. N.p., n.d. Web. 11 Oct.
2014.
A. “Teen girls are more afraid of gaining weight than they are of cancer, nuclear war,
or losing a parent.”
B. The Facts about Self Image
● Forty percent of all 9 and 10-year-old girls have already been on a diet –
Duke University
● Seventy percent of 6-12-year-olds want to be thinner – National Eating
Disorders Association
● In one study, 3 out of 4 women stated that they were overweight although
only 1 out of 4 actually were – Rader Programs
● While only one out of ten high school girls are overweight, nine out of ten
high school juniors and seniors diet – Rader Programs
● A study found that adolescent girls were more fearful of gaining weight
than getting cancer, nuclear war, or losing their parents – Rader Programs
● Teen pregnancy statistics show that girls who engage in unprotected sex
often have lower self esteem - Family First Aid

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14. Active Minds - Baldwin Wallace University- http://www.bw.edu/stulife/clubs/sew/
A. President: Shannan Russo (srusso10@mail.bw.edu) Advisor: Dr. Carmela
Palmentera (cpalment@bw.edu) The mission of Active Minds is to increase
students' awareness of mental health issues and symptoms of mental illness,
provide information about available resources, encourage students to seek help as
soon as help is needed, and to serve as a liaison between students and the mental
health organizations in surrounding communities.
15. To Write Love On Her Arms - http://twloha.com
A. This is a national body acceptance group focusing on ending self harm.
B. It specifically focuses on individuals who suffer with self harm and urge them to
love themselves rather than harm themselves.
16. The Dove ‘Real Beauty’ Campaign - “The Dove Campaign for Real Beauty.” The Dove
Campaign for Real Beauty N.p., n.d. Web. 12 Oct. 2014.
A. In 2010, Dove® set out a bold new vision for the brand with the Dove® Movement
for Self-Esteem. The Dove® Movement for Self-Esteem provides women
everywhere with opportunities to mentor the next generation and celebrate real
beauty. There are many ways to become involved. Dove®invites women
everywhere to join the brand in making its vision a reality. Together with experts
and key partners (in the U.S., Dove® supports the work of the Girl Scouts of the
U.S.A., Girls Inc., and Boys & Girls Clubs of America) Dove® has created self-
esteem-building and educational programs and activities that encourage, inspire,
and motivate girls around the world. Dove® has reached over 7 million girls so far
with these programs, and set a global goal of reaching 15 million girls by 2015.
B. In 2011, Dove® released the findings of its largest global study to date on
women’s relationship with beauty—The Real Truth About Beauty: Revisited. The
study revealed that only 4 percent of women around the world consider
themselves beautiful, and that anxiety about looks begins at an early age. In a
study of over 1,200 10-to-17-year-olds, a majority of girls, 72 percent, said they

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felt tremendous pressure to be beautiful. The study also found that only 11 percent
of girls around the world feel comfortable using the word beautiful to describe
their looks, showing that there is a universal increase in beauty pressure and a
decrease in girls' confidence as they grow older. Though Dove®efforts have
moved the needle in a positive direction, there is more to be done.
17. Instagram. “Kent_Bam”
A. Kent State BAM’s Instagram page
B. Posts inspirational pictures with quotes
18. Tumblr. “Body Acceptance Movement”
A. Post inspirational pictures and videos to the BAM Tumblr
19. Twitter "Kent BAM"
A. Kent State BAM -- Twitter page
B. The twitter page lists the meeting dates and updates.
C. The group has created a 100 Happy Days of BAM where the social media
director posts inspirational quotes.
D. The director also posts daily encouraging pictures.
Summary of Research
Smoking, alcohol abuse, bullying, early onset of sexual activity, and obesity are
contributing factors to low self-esteem (NYC Girls Project). Unfortunately, many females are
exposed to several of these things before and during their freshman year of college. This is
another reason why BAM’s student organization has a diverse and opportunity-based group of
people to work with. Fifty percent of BAM is made up of freshmen students, which gives this
organization an incredible opportunity to influence their outlook on life as they enter their
college years.

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Approximately 91 percent of women are unhappy with their bodies and resort to dieting
to achieve their ideal body shape. Also, many women tend to have a false idea of what they want
their body to look like because, unfortunately, only 5 percent of women naturally possess the
body type often portrayed by Americans in the media. This causes so much stress in young
women to become what they see in magazines. Kent State BAM takes pride in making women
feel accepted for the way that they are and encouraging girls to feel empowered without
changing themselves while attempting to try to improve the percentage of self-acceptance on
Kent State’s campus.
As well as many other facets of life, body image is closely linked to self-esteem. "Low
self-esteem in adolescents can lead to eating disorders, early sexual activity, substance use and
suicidal thoughts (11 Facts)." In addition to that, Kent BAM is tackling the statistics that 58
percent of college-aged girls feel pressured to be a certain weight and is making an effort to
lower that percentage on Kent State's campus. Across the U.S. alone, 8 million people have an
eating disorder and 90 percent of those people are women. This is a large reason why BAM
focuses its attention to the women on Kent State’s campus.
A bad perception of yourself leads to obsessive scrutiny in mirrors, thinking disparaging
comments about your body, and subconscious comparison of your body to others. Some girls
even spend ridiculous amounts of time picturing themselves with a different body, such as that of
a friend or a celebrity. Many times this does not lead to a higher self esteem but actually
decreases one's idea of themselves (Weight & Body). There are many national organizations for
example: The Dove ‘Real Beauty’ Campaign, and To Write Love on Her Arms that are
encouraging girls to be confident in who they are. BAM is scaled down to be a more attainable

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and reachable organization for Kent State females. The goal of this organization is not to be a
weight loss clinic, but rather to encourage body acceptance among its nearly 50 members.
make a difference in their lives as they enter and find themselves here at Kent State University.
Situation Analysis
I. History:
In fall 2012, the Body Acceptance Movement (BAM) was created by graduate student
Colleen Fitzgibbons as a project for a public health class. She formed BAM because she felt that
there were not enough resources on Kent State University’s campus for students who suffer with
eating disorders, besides counseling centers and support groups. For the first year, the club was
made up of eight members. This did not allow for much participation and meetings only
consisted of lectures and handouts. When it was time for the 2013 school year officer elections,
one of the undergraduate members, Megan Carrasco, decided to run for president because she
believed she could transform the group into more of a social club. Megan suffered from an eating
disorder herself and wanted to have a place to share her story to help others who are struggling
with similar issues. BAM gives its members the tools they need to journey themselves to body
acceptance and loving themselves. Megan has been president of BAM for a year and a half, and
the club has grown to 41 members. At the meeting on November 3, 2014, Megan stepped down
as president and appointed her vice president, Kelsea Freeman, as the new president.
II. BAM Meeting September 8, 2014:
When our team attended the first BAM meeting of the Fall 2014 semester, we were able
to experience what the club was about. BAM meetings are every other Monday at 5:30 p.m. in

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the Student Center in room 314. When members first walk in, they sign their names on a sign-in
sheet. This is how the club keeps track of attendance in each meeting. First, an introduction
video about body acceptance was shown that displayed pictures of BAM events and meetings
from the previous year. This was shown to give new members an idea of what the club was
about. Secondly, everyone did an icebreaker activity where they paired up with someone they
never met before and introduced him or herself and told them why they decided to join BAM.
Next, everyone participated in an activity where they had to write down 10 things they liked
about themselves and then share one of them. The purpose of this activity was to get members to
realize it is okay to love things about yourself and say it without sounding cocky. It is part of the
journey to body and self-acceptance. The meeting came to an end when the president encouraged
anyone who had topics or ideas for other activities to write them down and give them to the
executive board, so they could be implemented at future meetings. BAM really tries to reach out
to its members and get them involved as much as possible to encourage regular meeting
attendance. The non-judgmental, open atmosphere that Megan created for BAM is what seemed
to attract new members.
III. Social Media:
BAM has been able to reach out to members and students at
Kent State through its social media websites. BAM has a Facebook
page that is “liked” by 568 people as of October 29, 2014. The page
averages one post per week, and it usually involves an article on
body acceptance, inspirational quotes, video clips, or information
pertaining to group meetings. Many people on the page have also shared links and post what they
thought was relevant to BAM. Furthermore, it has a calendar of upcoming meetings and events

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for users to view. BAM has an engaging Twitter page where members are actively involved.
They have 609 followers on Twitter and content is posted daily. This semester, the organization
started the “BAM 100 Happy Days” on Twitter, where followers hashtagged that phrase along
with something that made them smile that day. This was created to raise awareness of the simple
treasures you encounter daily. BAM’s advertising has been mainly used through these social
media sites along with two articles written about the organization in KentWired.
V. Competitors:
After conducting our research and based on a survey we
sent out to BAM members, 77.8 percent of the girls said they
wanted BAM to be paired with a workout organization. Kent
State’s newest workout organization, CHAARG, is one of
BAM’s number one competitors. CHAARG stands for
Changing Health Attitudes and Actions to Recreate Girls. CHAARG’s slogan is “liberating girls
from the elliptical since 2012.” This organization focuses on motivating girls to create a better
lifestyle for themselves by showing them different workouts. Even though this is the first year
that this club has been on-campus, it is very established; it has existing chapters at 14 other
universities. Unlike BAM, CHAARG’s members are more active in the organization. Many
members continue their membership outside of meetings and group events. Furthermore, we
found other schools had clubs similar to BAM like POW (Promoters of Wellness) at the
University of Delaware and a Nutrition Club at Ohio University that had similar goals relating to
body acceptance. BAM could learn how to collaborate with its competitors to strengthen its
membership retention and become a more established organization.

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Formal Research
For a public relations case study on Kent State BAM, we created a quantitative online
survey that was sent out to BAM members. We would recommend using another survey like the
one we created. The survey asked questions about their own body acceptance and the future of
BAM. The survey also contained several questions about members’ willingness to pair with
other on-campus workout organizations. We would also recommend conducting a qualitative
focus group with Kent State woman, aged 18-22, about body acceptance. Each focus group
would contain approximately six to eight women, and there would be two groups surveyed.
Through the sessions, we would ideally learn how comfortable participants are talking about
their bodies, if they they be willing to seek outside support, and what kind of resources they
would like to have available to them. This information would make BAM more efficient when
making educated decisions about future tactics and strategies. It would also show what the
current members want from BAM and how to recruit future members. The research would be
completed by a membership director whom BAM would elect at the beginning of the semester.
This director would be in charge of recruiting future members through different events and
conducting research. The online survey would be free through Surveymonkey.com. For the focus
group, the room would be free because the research could be conducted in the focus group room
of Franklin Hall at Kent State University. BAM would provide pizza, drinks, and supplies for
each group, costing approximately $22.
Theme
Increasing body acceptance among women on Kent State University’s campus.
Key Messages

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1. BAM is a prominent, student-run social and health organization.
2. BAM provides resources and support for students with body acceptance issues
on-campus.
3. BAM is a social club that offers a comfortable environment for all people and all
body types.
4. BAM’s social media presence inspires followers to think more positively about
their own body image.
Objectives, Strategies and Tactics:
1. Objective: To increase the attendance of nontraditional BAM students at bi-weekly meetings
by 25 percent by the end of the spring 2015 semester.
Strategies:
● Attract a diverse group of students, other than the traditional stereotypical group of BAM
members, being white freshmen females.
● Advertise BAM within other student run organizations on Kent State’s campus to
encourage more students to join.
Tactics:
● Hold a one-mile fun run event partnered with Kent State CHAARG to encourage
CHAARG members to join BAM. The run would cost $5, and all proceeds would go to
the Kent State BAM organization.
● Have BAM host a free group yoga night on the lawn inviting sororities, CHAARG, and
Kent State POW!
● Have BAM host an ice skating event on a Wednesday night (Wednesday nights are free
skating for all Kent students) inviting all members to join.

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● Send a BAM representative to one of the meetings of the following organizations to
explain what BAM is and encourage more people to get involved: CHAARG, POW!,
LGBT, and dorm hall council meetings.
● Create a new position on BAM’s executive board titled Membership Director
2. Objective: To increase member retention rate by 25 percent by the end of the spring 2015
semester.
Strategies:
● Attract BAM members to the bi-weekly meetings using incentives.
● Hold outside events to get BAM members out of their traditional meeting place and out
into the community.
Tactics:
● The top three members with the highest attendance record at the end of the semester will
receive a free yoga mat.
● Provide free pizza for members at one meeting every month.
● Have BAM members meet to paint the rock at Kent State.
● Travel to a local elementary school to speak to students and educate them about body
acceptance.
● During National Eating Disorder Awareness week, BAM is bringing in an artist to host a
free concert for Kent State students focused on self acceptance.
● BAM members can contribute their favorite songs that depict women and their bodies in
a positive way. The songs can be burned onto a CD, which can be distributed to members
for free and sold for $5 to nonmembers on-campus.
3. Objective: To raise awareness of BAM’s goals and purposes on-campus by 10 percent by the
end of the spring 2015 semester.
Strategies:
● Use social media outlets to establish a large group of student followers.
● Strengthen face-to-face communication between BAM and potential new members.
Tactics:
● One hundred Happy Days of BAM - Instagram
● Establish a Twitter challenge in which members post their favorite quote about body
acceptance and one winner will be chosen at the next meeting based on votes. The
winning quote will be printed on the back of the BAM T-shirts.

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● Have representatives from BAM at large campus events such as: Black Squirrel Fest,
Blastoff, Homecoming, etc.
● Every Wednesday post a picture of one of the members for “Women Crush Wednesday”
introducing them with a fun fact about themselves.
4. Objective: To raise $500 in donations by the end of the 2014 spring semester.
Strategies:
● Use social media tactics to partner with local businesses in downtown Kent.
● Use face-to-face tactics to increase fundraising.
Tactics:
● Implement a fundraising component in the organization by partnering with local
businesses.
● Initiate the requirement of $5 membership fees per semester.
● Sell BAM branded bracelets during National Eating Disorder Awareness week.
● Host a fundraiser with a business in downtown Kent such as: One Love Yoga Boutique,
Yogurt Vi, Insomnia Cookies, etc.
5. Objective: To increase membership among minority groups on-campus by 10 percent by
the end of the spring 2015 semester.
Strategies:
● Use face-to-face communication to bridge the gap between BAM and minority groups
on-campus.
● Encourage nontraditional students to attend BAM meetings.
Tactics:
● Attending minority group meetings on-campus and speaking about BAM.
● Have a representative from the minority groups come and speak about cross-cultural
image differences at a BAM meeting.
● Have a social with different minority groups to introduce them into BAM. Members will
learn about different cultures among the group.
Budget

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● Hold a one mile fun run event partnered with Kent State CHAARG to encourage
CHAARG members to join BAM. The run would cost $5 per participant and all proceeds
would go to the Kent State BAM organization.The fun run would start by the child
development center and end at the back of the Dix Stadium parking lot. We would
assume that one third of CHAARG members would participate (60 members) and two
thirds of BAM would participate (15 members). The race will be run by the BAM
executive board and CHAARG executive board.
○ Estimated cost:
- Chalk for start and finish line: $5 from Walmart
- Folding table and chairs for sign-in: Free from student center
- Air horn- $1 from The Dollar Store
○ Fundraising goal: Raise $375
● Have BAM host a free group yoga night on the lawn inviting sororities, CHAARG, and
Kent State POW!
○ Estimated cost: Yoga instructor: $50 (From www.jobmonkey.com)
● Have BAM host an ice skating event on a Wednesday night (Wednesday nights are free
skating for all Kent students) inviting all members to join.
○ Estimated cost: Free
● Send a BAM representative to one of the meetings for the following organizations to
explain what BAM is and encourage more people to get involved: CHAARG, POW!,
LGBT, and dorm hall council meetings.
○ Estimated cost: Free
● The top three members with the highest attendance record at the end of the semester will
receive a free yoga mat.
○ Estimated cost: $30
● Provide free pizza for members at one meeting every month. Assuming approximately 20
members will be in attendance for the meeting.
○ Estimated cost: $19.99 for one sheet pizza for one meeting; for a semester’s worth
of pizza parties, it would cost about $60
● Have BAM members meet to paint the rock at Kent State.
○ Estimated cost for spray paint: $20
● Travel to a local elementary school to speak to students and educate them about body
acceptance.
○ Estimated cost: $15 gas for three cars that will carry all members.

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● During National Eating Disorder Awareness week, BAM is bringing in an artist to host a
free concert for Kent State students focussed on self acceptance.
○ Estimated cost: Free - USG is funding this event.
● BAM members can contribute their favorite songs that depict women and their bodies in
a positive way. The songs can be burned onto a CD, which can be given to their members
for free and sold for $5 to nonmembers on-campus.
○ Estimated cost: One hundred blank CD’s cost $16.99 at Walmart
○ Fundraising goal: to sell 20 CD’s at $5 each totals $63.01 profit.
● One hundred Happy Days of BAM - Instagram
○ Estimated cost: Free
● Establish a Twitter challenge where members post their favorite quote about body
acceptance and one winner will be chosen at the next meeting based on votes. The
winning quote will be printed on the back of the BAM T-shirts.
○ Estimated cost: Free
● Create BAM t-shirts for members to wear in support of the organization
○ Estimated Cost: 50 t-shirts from CustomInk for approximately $300
● Have representatives from BAM at large campus events such as: Black Squirrel Fest,
Blast Off, Homecoming, etc.
○ Estimated cost: Production of fliers and brochures: $45
Booth or table: $20 (table, props, etc.)
● Every Wednesday post a picture of one of the members for “Women Crush Wednesday”
introducing them with a fun fact about themselves.
○ Estimated cost: Free
● Initiate the requirement of five dollar membership fees per semester.
○ Fundraising goal: $100, assuming that 20 members pay membership dues.
● Sell BAM branded bracelets during National Eating Disorder Awareness week.
○ Estimated cost to make bracelets: For 200 bracelets, approximately $105 from
discountmugs.com (.51 cents per braclet).
○ Fundraising goal: Sell the bracelets for one dollar per bracelet. Raise $200.
● Host a fundraiser with a business in downtown Kent such as: One Love Yoga Boutique,
Yogurt Vi, Insomnia Cookies, etc.

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○ Estimated cost: Promote on social media - free. Flyers posted around campus-
$44.98 for 50 flyers from Staples.
○ Fundraising goal: Between $30 and $50 per business
● Attending minority group meetings on-campus and speaking about BAM.
○ Estimated cost: Free
● Have a representative from the minority groups come and speak about cross-cultural
image differences at a BAM meeting.
○ Estimated cost: Free
● Have a social with different minority groups to introduce them into BAM. Members will
learn about different cultures among the group.
○ Estimated cost: Free
● Create an online survey on surveymonkey.com
○ Estimated cost: Free
● Hold two focus groups
○ Estimated cost: $22
- One large pizza from Hungry Howie’s- $9
- Pop from Walmart- $5
- Cups and napkins- $3
- Supplies such as paper, name tags, sharpies, pens: $5
Estimated total cost: $755
Estimated total profit: $778
Estimated total net revenue: $23
Timeline
December 2014
1. Executive committee meets to discuss goals for the spring 2015 semester
2. Executive committee discusses goals achieved from the fall 2014 semester
3. Plan budget and fundraising goals for the spring semester
4. PR presented to BAM executive committee
January 2015
1. Explain and launch the One hundred Happy Days of BAM Instagram challenge to all
BAM followers
2. Place orders for bracelets to be sold during National Eating Disorders Awareness week

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3. Attend a minority group’s meeting to speak about BAM
4. Begin posting pictures of one of the members of BAM for “Women Crush Wednesday”
introducing them with a fun fact about themselves during this month and continue it
throughout the semester
5. Schedule the concert for National Eating Disorders Awareness week
6. Initiate the requirement of $5 membership fees per semester.
7. Provide free pizza for members at one meeting every month starting in January
8. Explain to members that the top three members with the highest attendance record at the
end of the semester will receive a free yoga mat.
February 2015
1. National Eating Disorders Awareness week begins February 23
a. Plan for members to paint the rock March 1 in honor of the National Eating
Disorders Awareness week.
b. Have BAM host an ice skating event on Wednesday night (Wednesday nights are
free skating for all Kent students) inviting all members to join.
c. Sell BAM branded bracelets.
2. Begin scheduling a fundraiser for May and contacting businesses in downtown Kent such
as: One Love Yoga Boutique, Yogurt Vi, Insomnia Cookies, etc.
3. Collect $5 dues from every member during this month.
4. Compile list of BAM member’s favorite songs for the inspirational body acceptance CD
5. Establish a Twitter challenge in which members post their favorite quote about body
acceptance and one winner will be chosen at the next meeting based on votes. The
winning quote will be printed on the back of the BAM T-shirts.
6. Contact representatives from minority groups to speak about cross-cultural image
differences at a BAM meeting and begin to plan a social to introduce them to BAM.
7. Begin plan for one-mile fun run with CHAARG. Contact CHAARG leaders and possibly
the university.
March 2015
1. National Eating Disorders Awareness week ends March 1
2. Announce the date of the fundraising event in May with one of the businesses in
downtown Kent such as: One Love Yoga Boutique, Yogurt Vi, Insomnia Cookies, etc.
3. Have BAM members meet to paint the rock at Kent State during this month - date
announced at meeting.
4. Members will learn about different cultures among the group.
5. Finalize plans for body acceptance CD and outsource for creation.
6. Plan to send a BAM representative in the month of April to one of the meetings for the
following organizations to explain what BAM is and encourage more people to get
involved: CHAARG, POW!, LGBT, and dorm hall council meetings.

31. 31
7. Have a representative from the minority groups come and speak about cross-cultural
image differences at a BAM meeting.
8. Finalize plans for one-mile fun run and buy supplies.
9. Contact a yoga instructor to hire for the free group yoga night.
10. Have a social with different minority groups to introduce them into BAM during this
month
April 2015
1. Hold a one-mile fun run event partnered with Kent State CHAARG to encourage
CHAARG members to join BAM.
2. The winning quote from the Twitter challenge will be printed on the back of the BAM T-
shirts during this month. BAM T-shirts will be sold by the end of the semester.
3. Have BAM host a free group yoga night on the lawn inviting sororities, CHAARG, and
Kent State POW.
4. Plan to travel to a local elementary school to speak to students and educate them about
body acceptance at the end of May.
5. Receive and distribute inspirational body acceptance CD to current members and at
related events. These CDs will also be used as a recruitment tool in the fall.
6. Host the fundraiser with a business in downtown Kent such as: One Love Yoga Boutique,
Yogurt Vi, Insomnia Cookies, etc.
May 2015
1. Prepare recruitment materials for fall 2015 events such as Blastoff and Black Squirrel
Festival
2. Travel to a local elementry school to speak to students and educate them about body
acceptance.
3. Buy and give away free yoga mat to top three members with the best attendance.
4. Plan events and fundraising goals for the fall 2015 semester.
Evaluation
A. Weekly Meetings
Did membership increase for nontraditional BAM members by twenty-five percent?
● A researcher will observe the meetings to gather BAM members demographics.
B. Member Retention

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Was there an increase in attendance of BAM meetings by twenty-five percent by the end
of the spring 2015 semester?
● This will be measured by making all members sign in to each meeting and
comparing to last year’s sign-in sheets. This will allow for comparison of
numbers to see if our goal was met for increasing membership by twenty-five
percent.
C. Raise Awareness
Did we raise awareness of BAM’s goals and purposes on-campus by twenty-five
percent?
● A survey will be provided to members asking how they found out about BAM.
● Built-in statistics on social media websites will be analyzed to see the change in
the amount of followers and views per post on Facebook and Twitter.
D. Fundraising
Did we raise $500 in donations by the end of the spring 2015 semester?
● This will be measured by how much money was raised by the end of the 2015
semester through all of BAM’s fundraising activities.
● The costs being lower than funds raised.
● The treasurer of BAM will be responsible for monitoring the funds.
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