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  1. 1. ADV 410 Public Relations Strategies Final Campaign Plan Monday, December 5th Adrian McLaughlin Anike Owoye Bailey Moag Isabelle Plebanek Kathleen Moran 1
  2. 2. Table of Contents I. Executive Summary. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3 II. Agency Team. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4 III. Background and Situation Analysis. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5 IV. Target Public. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6 V. Primary Research. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6 VI. Social Media. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11 VII. Campaign Goals & Objectives. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .15 VIII. Strategies & Tactics. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15 IX. Implementation Logistics. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17 X. Evaluation. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17 XI. Appendices. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18 2
  3. 3. I. Executive Summary FemInne Agency studied the Women’s Resource Center and invented a campaign plan in order to increase awareness of the organization’s offering. The current challenge facing the center is that very few people understand what it can do for them. In addition, many people only have the premonition that it serves as a crisis center. The main target for this campaign is undergraduate female women, especially freshmen because the longer they are in college, the less likely they are to get involved with new organizations on campus. The goal of the primary research was to gain more key insights about the behaviors of this target audience. The second goal was to find out about the social media habits of the target audience in order to find improved ways to communicate with people about the offerings of the Women’s Resource Center. The primary research was carried out with a professional interview with the assistant director of the center, as well as an online survey for undergraduate women. The majority of the forty participants responded that Facebook is their top source for information about events on campus and that they would enjoy attending a relaxation yoga workshop by the Women’s Resource Center over other events. Furthermore, this group on majority believe that the FYCARE sexual assault educational workshop was effective at preventing sexual assault on campus but they don’t believe the Women’s Resource Center is helpful to preventing sexual assault on campus. From this finding we concluded that the undergraduates are not associating FYCARE as a program put on by the Women’s Resource Center, therefore they need to have more knowledge about what the Women’s Resource Center actually does for the University of Illinois at Urbana/Champaign community. Currently, the social media of the center is doing well. The Facebook page is the most utilized by the center and has the most followers. The website is very informational and helpful. The Twitter and Instagram are not kept up with as much as the Facebook so this could be a potential area of improvement. Since Facebook is the most interactive with the target audience of the Women’s Resource Center, that is what FemInne decided to place its focus on. The goal of the entire campaign is to develop a public relations campaign to help our key public gain a better understanding of the functions of the WRC, resolving the disconnect between the perceptions of the WRC and the actual services it provides. And the objective is to increase the amount of first time attendees at WRC events by 20% over the span of one semester. The first strategy to achieve this is to develop a campaign to increase awareness of WRC events by engaging our key publics. In order to implement this strategy, FemInne will make Facebook groups of established UIUC organizations to share our events and resources and rewarding those who share the posts. The second tactic is to create a newsletter to encompass all of the semester events of the center. ​ ​The next strategy is to use​ ​Interpersonal Communication strategies to increase awareness of WRC events by engaging the target audience. This will be achieved by having professors promote our events in their classes and compensate students with extra credit. Through this campaign, the Women’s Resource Center 3
  4. 4. will be able to effectively reach maximum awareness in the Champaign/Urbana undergraduate community and increase attendance of their events. II. Agency Team Our Mission & Values: ​FemInne is a public relations agency that specializes in assisting organizations who believe in empowering women. Five, well-experienced women are the leaders of the firm, each bringing their own experience from around the Midwest to make a difference in women’s lives. The agency came together in 2016 when the group met in a public relations class at the University of Illinois. They all realized their potential to empower women’s lives, thus the agency’s name, FemInne, came about. The definition of feminism​ is, “organized activity in support of women's rights and interests” (Merriam-Webster.com). The FemInne Agency’s name originated from that definition, as they strive to support women’s interests and uplift them. FemInne is an organization defined by its values. We believe in the power of strong teamwork and good collaboration. FemInne is also focused on passion and commitment to all of our projects and clients. Accountability holds our members to a higher standard and integrity keeps us grounded. Finally, our most important value is quality as we believe in delivering the highest caliber of deliverables to our clients. Below is a little more information about our team members. Academic Interests: Bailey: Major (Advertising) Minor (Public Relations & Communication) Anike: Major (Journalism) Minor (Public Relations) Adrian: Major (Advertising) Minors (Public Relations & Spanish) Isabelle: Major (Communications) Katie: Major(Advertising) Minor (Public Relations & Communication) Work Experience: Bailey: Firehaus (Waitress) Roland Realty & Madison Sports Partnerships (Social Marketing Intern) Anike: Bruce D. Nesbitt African American Cultural Center ( Social Media Intern) Adrian: Ronald McDonald House Charities (Public Relations Intern) Isabelle: Sales Representative, Girl Scouts of America (Counselor) Katie: Heron Agency (Public Relations Intern) Extracurricular Involvement: Bailey: Gamma Phi Beta (Social Chair) Girls on the Run (Volunteer) Anike: African American Studies Scholars Cultural Committee ( Social Media Chair) Adrian: Kappa Delta Sorority (President & Vice President of PR) & American Advertising Federation Isabelle: Women 4 Outreach, Girl Scouts of America, Communication Association Katie: Alpha Xi Delta Sorority (Social Media Chair) and Her Campus Illinois (President) 4
  5. 5. III. Background and Situation Analysis Problem Statement: ​Only a small portion of the female student body is aware of the educational services provided by The Women’s Resource Center. Although this is the main problem for the organization it is only a symptom of a greater societal trend. Feminist organizations are continuously marginalized, and in the case of the WRC this is the cause for a very narrow mindset regarding the services and mission of the WRC. Most individuals on campus think of the organization as a crisis center, but that is only a very small portion of how the organization serves the student body. Our campaign is designed to advocate awareness for the wide variety of educational programs they have to offer. Strengths: ​The Women’s Resource Center provides extremely engaging educational programs to UIUC students. They have great panels, guest speakers, workshops and training programs regarding topics of sexual assault, body image, and sexism amongst others. The WRC has one of the longest standing university sexual assault programs in the country, organized by passionate and dedicated staff. The quality and experience of staff members and programs is something the organization is very proud of. Weaknesses: ​The Women’s Resource Center has a small group of individuals extremely passionate about the issues the organization addresses. One of the main goals of the organization is to raise awareness about the issues women face in society, but the majority of people that attend their events are already aware and passionate about the issues, so the WRC is only reaching a small portion of the student body. Opportunities: ​The Women’s Resource Center has very little presence on social media sites, which is the most effective medium to reaching our key publics, female UIUC students. The WRC would benefit from more frequent posts via Facebook, Twitter, Youtube and Instagram to increase the amount of students aware of their services. This is a relatively untapped medium for the organization. Threats: ​Currently the Women’s Resource Center is in a highly populated area of campus, at the corner of Wright and Green Street. However, at the end of the year they will no longer be able to lease the space, and will have to move further from campus. BNAC, another organization on campus, lost 50% of their members when they moved off campus. This is definitely a threat that the Women’s Resource Center needs to prepare for. 5
  6. 6. IV. Target Publics Before conducting primary research, we knew that the Women’s Resource Center was facilitating programs heavily linked to undergraduate women. Due to its facilitating the mandatory freshman program of FYCARE, we also were able to identify this group of key publics to reach both undergraduate men and women. This key public is an important focus to the organization because it is what the majority of their programs are geared toward. After doing the secondary research of the various services the organization offers, they are heavily linked to undergraduate women. The PR challenges the WRC has are associated with the level of awareness they have for their programs. Everyone is required to attend a FYCARE session, but, after that, many undergraduates do not take advantage of the many services the WRC offers. Only a small portion of the female student body is aware of the educational services provided by The Women’s Resource Center. Although this is the main problem for the organization it is only a symptom of a greater societal trend. Feminist organizations are continuously marginalized, and in the case of the WRC this is the cause for a very narrow mindset regarding the services and mission of the WRC. V.​ ​Primary Research Research Approach We hoped our primary research would reveal the behaviors and sentiments of our key public. More specifically, we first sought to find out if there was an information gap between what the key public ​believes the WRC offers and the ​actual functions of the WRC. This information is vital to the success of our campaign because we want to provide our client’s key public with correct information about the center and show how the WRC can play a useful role in the lives of our key public. To accomplish this task we must see if our key public is well informed about the goals and mission of the WRC. If our key public’s feelings and beliefs about the WRC do not align with our client’s mission then it is our task to see what kinds of information the key public holds about the WRC. The survey helps draw out this kind of information. The second goal of our primary research efforts was to find out the social media habits of our key public. This information is important for several reasons. First, if we know how our key public receives information most easily, then in our communications strategy we can ensure we are using the social media outlets that are most used by our key publics to disseminate information. Another reason why it is important to know our key public social media habits is, it can help us better analyze the WRC’s current social media approach. ​From the survey we gathered information about the most used social media platforms, with this data we can now look at the WRC social media presence and see which platforms should be used more often and see if 6
  7. 7. there are any platforms they haven’t taken advantage of that may help increase circulation of information about the WRC. In our expert source interview with, Molly McLay, the Assistant Director of the WRC we wanted to gather background information about the function of the WRC and how they achieve their goals and mission. This kind of data will help inform our strategic communications plan with accurate facts and details about the WRC. We will then be able to correctly express information about the WRC in our communication tools. In this interview, we also gathered information about the strengths and weaknesses of the organization. This information will guide our communications plan and help us address the most pressing problem the organization faces, allowing FemInne to have the most dynamic effect on the WRC. Our primary research included the dissemination of a short survey and an expert source interview. The survey allowed respondents to provide our strategic communications plan with both qualitative and quantitative information about our key public. Through our survey, we gathered valuable information about our key publics social media habits, their feelings about our client and knowledge about our client’s services. This method of research allowed respondents to answer questions in a comfortable setting and without time restrictions which may lead to more honest and accurate answers. As we process the data, survey analyzing techniques allows us to make sense of large number of respondents. This feature of the survey will allow FemInne to easily make generalizations about our key public. One disadvantage of this method is that the survey sample size only encompasses a small portion of our data. Our expert source interview was with the Assistant Director of the WRC, Molly McLay. From this interview, we gained insight about the functions of the center, which will help inform the content of our communications campaign. We were able to record facts and details that are essential to the mission of the WRC and important for the key public to know. One disadvantage of this method is that the data received may vary depending on expert source that was interviewed. The opinions and thoughts of the Assistant Director are taken as fact for the use of our campaign, however data from her interview is only one perspective. This method of research provided a great opportunity to gain qualitative insight about our client’s organization, their perceptions of the key public and how the organization views itself. Because it was an interview, we were able to ask follow up questions and clarify any misunderstandings we had about the WRC. This will help us to go into planning our campaign with a clear idea of what the WRC is and its function on campus. Our survey utilized the responses from 40 participants. We strategically focused our recruitment efforts on gathering responses from females only. We directly addressed the public we wanted responses from by personally asking them to participate in the survey. We also posted the survey in University of Illinois social media pages, allowing people to voluntarily take the survey. We used social media pages to post the survey because these networks hold a concentration of UIUC students, the public we wanted to engage. 7
  8. 8. Key Findings When asked to rank their preference on how to gather information about the Women’s Resource Center on social media, the respondents chose the following: Each gauge represents the average ranking of preference for all of the respondents. A score of 1 was the most likely social media tool for the respondents to utilize, while the score of 5 was the least likely to utilize. According to these results, Facebook is the most helpful way for students to get information about the Women’s Resource Center, and Daily Illini Website is the least helpful tool. This was consistent with expectations because Facebook is the most accessible social media outlet. Currently, the Facebook page for the center is updated frequently, so this means that the campaign needs to address exactly how to attract more visitors to this social media outlet, thus find out more about the events the center can offer to the student body. 8
  9. 9. Another important finding from the survey was which services of the Women’s Resource Center the respondents find to be the most useful: The gauges above represent the respondents likeliness to attend each service that the WRC offers. The scores closer to a 1 mean that the respondents are most likely to attend that workshop, and a 5 would be that they are least likely to attend that service. We found that the respondents believe the relaxation yoga to be the most valuable resource offered by the WRC. Immediately following that is a workshop on body image. The lease helpful resource for them is the counseling, according to the survey results. These findings will assist the campaign because it will help to bring in more people to the WRC events, which is one of the main focuses of the communication plan. Another key insight found throughout the research is that on average the respondents did find FYCARE, the sexual assault workshop led by the WRC, to be helpful. However, on average they don’t believe that the WRC is effective at preventing sexual assault. This is evident from the correlation score between the two questions of .473 for questions 4 and 7 exhibited in the chart below. 9
  10. 10. The high correlation between these two findings is significant because it means that people are not associating the Women’s Resource Center with the FYCARE workshops, and they don’t know that the WRC is the resource associated with sexual assault workshops. This is beneficial information to use throughout the campaign because by utilizing the workshops that are already popular in the campus community, the center will be able to push the other resources that are not engaged with as much, such as the counseling or body image workshops. Research Implications The first big idea we are focusing on is changing the public’s perceptions of the Women’s Resource Center. FemInne would like to increase public awareness of the multitude of issues that women experience day to day. By increasing public awareness about the variety of resources at the WRC, we can hope to see a rising interest and more involvement in the undergraduate women on this campus. Our research findings support these insights because the evidence suggests that many students don’t associate well known workshops like Fycare with the Women’s Resource Center. Increasing awareness of the programs available will allow the WRC to expand the awareness of the organization, and in turn other resources they offer. The second major idea we are focusing on with our communication plan is bringing in new students to Women’s Resource Center sponsored events. While the​ Women’s Resource Center has a dedicated audience already, these students are often already passionate and knowledgeable about the issues discussed at the events. The WRC can see that there is a difference between simply knowing about the problems that women face and actively learning how to combat them. Our research findings supports this concept because the evidence suggests 10
  11. 11. that the majority of undergraduate women on this campus find Facebook to be the most beneficial and frequently used source to discover information about campus activities. This is important because the WRC updates their Facebook pages more so than other forms of media; however, they aren’t actively recruiting new students to view, like or join their pages. This directly supports our major insight that the organization would benefit tremendously from expanding and enhancing their social media communication campaign, with a focus on Facebook. The data shows which types of events are preferred by the WRC’s key publics. This knowledge is important to keep in mind when developing the final PR plan. It’s important to plan events that the majority of people would find beneficial, like relaxation yoga, because that will increase the likelihood of their attendance as well as word-of-mouth promotion for the organization and its programs. VI. Social Media Analysis Identifying Social Media Presence The Women’s resource utilizes Twitter, Facebook and Instagram to communicate with their publics. In addition to these social media sites, the Women’s Resource Center hosts a website with more descriptive information about its mission and purpose. The WRC appears to update their Twitter page semi-regularly with posts that provide information about speakers, conversations and events they host at the center . Many of the posts have accompanying visuals making their Twitter feed more vibrant and attractive. The WRC’s Instagram was last updated several months ago.The lack of upkeep may be because they do not have a significant following on this platform. Facebook offers the most consistent, regular updates and opportunities for interaction with its publics. Their Facebook page has the largest following with 2,337 people receiving updates from the WRC on their newsfeeds. The WRC updates their Facebook page multiple times a week which helps the WRC maintain an active presence that is reliable and most informative for their publics. Facebook will be the social media website we will focus on for this audit. Facebook is the most important social media website for us to analyze. The WRC already holds a significant following from people in our key public, this means it is most efficient to focus on figuring out how we can better engage and grow our public through this medium. We believe Facebook’s platform offers the most comprehensive variety of information mediums for our publics. Facebook allows for sharing of videos, pictures, articles and user generated blog style posts. Our campaign will seek to provide our public with information about the WRC’s mission that will help instill the correct perceptions and knowledge of the WRC in our public. Our goal is also to further build and grow our public and engage this public with the events of the WRC. This means the WRC needs to focus on utilizing a social media platform that is effective in both sharing information and interacting with its publics. Facebook offers the most user compelling 11
  12. 12. tools to accomplish these goals. Facebook’s video feature is one that the WRC can take advantage of to inform users about events at the WRC. This video feature may be more effective than only posting pictures in persuading publics to come to the resource center after they see what happens at the events through video. The long forum discussion that is suitable to Facebook’s platform through blog style posts and the comment section is ideal for the interaction the WRC seeks with their public. The WRC makes regularly updates their page with three kinds of posts on their Facebook page. The first type of posts is the sharing of a WRC sponsored event/workshop/panel. These posts usually include a picture and description of the event and include the time, place and date of the event. The second type of post is the sharing of pictures taken from WRC events. The third type of post is the sharing of articles that have topics covering issues that pertain to women and would be of interest to the WRC’s public. Data Analysis (Quantitative): Exposure rate: 2,337 likes Engagement rate: -Applause rate- 2,337 likes -Amplification rate- 21 shares / 77 posts in the past month = 0.27 shares per post -Conversion rate- 5 comments / 77 posts in last month = .06 comments per post People talking about the Facebook page: 175 People who have checked into the Women’s Resource Center: 215 Facebook Page Rating- Average of 4.5/5 stars with 17 ratings total Posts with top likes/shares: ● 9 likes, 1 share: Article celebrating 20 years of Fycare ● 77 likes, 2 shares: A post thanking the community for the record number of volunteers at the WRC the day after elections ● 11 likes, 2 shares: A Huffington Post article on emotional abuse ● 13 likes, 0 shares: pictures of domestic violence messages Data Analysis (Qualitative): After analyzing the Women’s Resource Center’s social media sites, specifically Facebook, we have learned quite a bit about the content they post. The majority of the material posted are Facebook events created for the events hosted by the WRC. Almost all of the events have less than five likes and shares, and an average of thirteen responses ranging between not going, maybe and going. The content also consists of posts about past WRC events, and many articles published by outside sources and shared via Facebook. It’s clear that the organization uses Facebook to inform the public and communicate with community members about the events on campus specific to their organization as well as country wide stories and trending themes covering issues women face. The WRC updates their Facebook page at an appropriate rate about 12
  13. 13. five to seven times a week. Facebook is the most up-to-date and useful form of social media the organization maintains. The overall look and feel of the organization’s online presence is consistent across all social media sites. The overall tone is friendly which is evident through the use of emojis and exclamation points in many of the posts. The communication is largely one-way. It mostly consists of members of the organization telling people what is happening in the community and the world regarding the topics the organization addresses. There aren’t many posts or forums that encourage interaction from its viewers that would spark two-way communication. We have rated the following factors regarding the Women’s Resource Center’s use of Facebook one to five with five resembling the best specific measure and one the worst. Message Clarity & Consistency: 5 Effectiveness of Stakeholder Interaction: 2 Current & Accurate Content: 5 Extent of Two-Way Communication: 1 Tone Consistency: 5 Key Findings: Through this social media audit, FemInne has found a number of findings that will help us develop the most effective social media campaign for our client, the Women’s Resource Center. Listed below is a short list of some of the main key findings we found thanks to this social media audit. Our client, the Women’s Resource Center, relies heavily on Facebook for their current social media usage. This finding is meaningful because while Facebook is one of the most popular social media site available, many people get their information through other social media sites, such as Twitter and Instagram. On the WRC Facebook page, our client is lacking in the area of two-way communication. In other words, while the Women’s Resource Center does a good job at consistently posting information to the Facebook page, they are struggling to gain responses from the audience and ky publics. This should be one of the key areas we focus on for the social media portion of our campaign. Audience interaction is key to the success of any non-profit group. The exposure rate for the Women’s Resource Center also can be classified as a key finding. Currently it sits at around 2300 likes on the Facebook page. Our campaign plan utilizes the idea of increasing awareness of the Women’s Resource Center in our key public, which is undergraduate women at the University of Illinois. Clearly, 2300 is only a very small portion of the key public that is currently exposed to the client’s main. social media platform. Finally, our client is doing a good job at posting consistently to their main social media site (Facebook) and keeping the tone consistent. The WRC is likely to post on Facebook at least five times a week and they have a consistently friendly tone in all of their posts. This is meaningful because our social media campaign plan will most definitely rely on consistent social 13
  14. 14. media communication, and this key finding shows that the client already has a dedication to at least one social media platform and can be expected to maintain this consistent dedication. ​Implications and Suggestions: After analyzing our primary and secondary research, we have come to the conclusion that the Women’s Resource Center needs to update a few areas of their social media platform. The first big idea we are focusing on is changing the public’s perceptions of the Women’s Resource Center. We will be focusing on this through the content on the WRC’s Facebook page and engaging with our target audience and followers on this account. The second major idea we are focusing on with our communication plan is bringing in new people to the Women’s Resource Center events. This will be achieved on social media by switching up content and also looking into using different social media platforms to reach out to. Our key findings have also brought to our attention that the target consumer for the WRC is extremely active on Facebook. Facebook should be an area where the WRC can drive a great amount of followers. Suggested posts or ideas that we would like to consider for Facebook include: making Facebook events for the various events that the WRC puts on for students and inviting all undergraduate students on Facebook to them, creating informational posts about WRC services. It is important, with Facebook, that we are engaging properly with the group and making sure that their liking/ sharing our posts. This can be done by switching up the content that is posted so that it is more appealing for the target market. The WRC also needs to look into posting content that is timely for their followers and potential followers. This is a huge part of engagement for the WRC on social media. They need to test out different times that their posts will gain the most amount of traction. They have expressed an interest in this issue during our interview with them. At this point, most college students check their social media when they are in class or leaving class so a mid-day posting schedule for content may be the most ideal. It is also beneficial for the organization to explore other forms of social media and see if their presence will attract their consumer. 14
  15. 15. VII. Campaign Goals and Objectives Goal: ​Develop a public relations campaign to help our key public gain a better understanding of the functions of the WRC, resolving the disconnect between the perceptions of the WRC and the actual services it provides. Objective:​ To increase the amount of first time attendees at WRC events by 20% over the span of one semester. VIII. Strategies and Tactics Our agency has designed two strategies that help advance our desired goal and objective. Our strategies’ campaign materials are designed to publicize WRC events. We wanted to focus our messaging materials on pushing the events the WRC hosts because we needed to show that the WRC offers a variety of programming and is more versatile than its perception that it is simply a “crisis center”. To reiterate, our goal is to help our key public better understand the scope and functions of the WRC. Our first strategy is to develop a campaign to increase awareness of WRC events by engaging our key publics using organizational communication platforms. This strategy supports our intended goal because increasing awareness of events put on by the WRC will inform people about the wide variety of events and services the WRC offers, leading to a better understanding of the function of the WRC. This strategy is backed by tactics that help us meet our objective of increasing the amount of first time event attendees by 20% over one semester. Our first tactic under this strategy is to promote our upcoming events by rewarding individuals whom like and share our posts. After she attends the event she shared and liked and she will be entered into a raffle to win a gift card to get a free manicure and pedicure at Campus Nails Salon. This raffle incentive would repeat each week. We felt this type of reward incentive would be effective in getting our key public to come to WRC events because the reward interests our key public specifically and would make engage them in the WRC events. This tactic will increase overall attendance of WRC events which will help us meet our objective. The second tactic under this strategy is to send out an online newsletter that encompasses all of the semester events the WRC offers. FemInne believes our client needs a newsletter because the WRC events change monthly so a newsletter is a great way to inform and update people about the different events being held at the WRC. This newsletter will be published monthly on Facebook and emailed as well. The email listserv will be supplied by WRC event attendees and FYCARE attendees. Viewing of the newsletter will go up each week as the WRC gains new first time attendees. Once she attends an event she will be added to the email listserv and be notified of events as the newsletter is sent out each month. This will help us meet our objective to increase attendance of events. Our final tactic for this strategy is to use Facebook groups of established UIUC organizations as additional places to share our events and resources. These organizations would 15
  16. 16. share the same key public as the WRC. These organizations include the Her Campus Facebook page, and the Facebook pages of all PanHellenic sororities on campus. Our research showed that Facebook was the most utilized tool to gather information about events on campus. So, our key public is likely to be already following university organizations on Facebook. So, even if they are not following the WRC they are still being notified of the events through other Facebook pages. This tactic will help the WRC increase the amount of first time attendees at WRC events. Our second strategy is to utilize interpersonal communication techniques to engage our key public with WRC events. FemInne decided that using interpersonal communication tactics will be beneficial because interacting with our key public in a face to face setting would effectively encourage them to attend WRC events and allow the key public to better understand the functions of the WRC rather depending on organizational media alone to do the job. Those who have received the message in this setting will feel more connected to the message because they are receiving it in person and will be more likely to seek further interaction with the WRC by attending monthly events. This strategy will help fulfill our goal of increasing awareness about the function of the WRC. Once our key public becomes aware of the WRC events they will be likely to attend, making our campaign objective successful. Our first tactic under this strategy is to utilize the WRC ran FYCARE workshop to share information about the WRC and engage them with the WRC. Our research revealed that our key public did not link FYCARE with the WRC. FemInne would use the workshop as an opportunity to introduce and explain the services of the WRC to our key public. Attendees would be encouraged to “like” the WRC Facebook page if they found FYCARE helpful and if they would be interested in attending other WRC events. Also, all female freshman attendees would be required to write down their email when they sign in to the workshop. Their emails will be added to the listserv for the WRC monthly newsletter. The second tactic will be the WRC hosting a special event called Finals Yoga Relaxation. Our research revealed that a yoga based event is one that our key publics would be most likely to attend. This event will be at the end of the semester when students are stressed and looking for a way to relax. This will be a fun and social way to engage our key public with the WRC. This event will also help introduce them to the services the WRC provides. Our third tactic will use interpersonal communication to help publicize our special event. We will send WRC representatives to academic classes in the Gender Women Studies. These classes contain a large amount of undergraduate women, the exact public this campaign intends to target. We would publicize our Finals Relaxation Yoga event during those class session. We would also work with professors of these classes to provide an extra credit incentive for going to the WRC Finals Yoga event. This is a relevant incentive because students are looking for opportunities to raise their grade at the end of the semester which would make them more likely to attend the event. We would pass out flyers in person to the classes the WRC reps spoke to as well. 16
  17. 17. IX. Implementation Logistics (Timeline) Our campaign will run over the course of a full semester (16 weeks). The timeline is broken down into five manageable phases, each two weeks long. A breakdown of our timeline is listed below: Phase 1:​ Develop Social Media Campaign - Develop 5-7 Facebook posts/events - Find 10-12 organizations with similar key publics Phase 2:​ Start Weekly Raffle Reward - Post event/article every Monday - Announce raffle winner every Friday Phase 3:​ Reach out to professors - Find classes with a majority undergraduate females - Request professors offer extra credit for attending Finals Yoga Event Phase 4:​ Professors/WRC reps announce details regarding Finals Yoga Relaxation Event - This is the point most students are worried about grades and looking for extra credit - Also, the most stressful time for students Phase 5:​ Finals Yoga Relaxation Event - Event Monday-Friday, three times a day, all week X. Evaluation When it comes to evaluating our PR campaign plan as a whole, we would like to keep our evaluation plan as simple as possible. By keeping a simple evaluation process, evaluation is made more effective and attainable for the client, in this case the Women’s Resource Center. At current Women’s Resource Center events, attendees are asked to sign in with their name and email addresses and are added to a member email list. After we have run our PR campaign plan, we would like to cross reference the most recent attendance lists with older lists from before we implemented our campaign. Using these lists, we can analyze the differences in the amount of names and see if our attendance for first-time members has gone up. Our campaign objective was to increase first-time attendance by 20% over one semester, so using this method of cross-referencing sign-in sheets should be an easy evaluation plan for the Women’s Resource Center to measure the effectiveness of our PR campaign plan. 17
  18. 18. XI. Appendices Interview Notes: Molly McLay Assistant Director, Women’s Resource Center mclay1@illinois.edu ▪ What would you say the goal/mission statement of your organization is? o Expanding educational communities and understanding the issues women experience o How gender is viewed in the community o Focused towards students but open to whole community o Education programs-panels, guest speakers, workshops o Sexual assault, domestic violence, body image, leadership positions involving sexism, international women’s issues ▪ What is your role in WRC? o Coordinate sexual assault prevention programs- fycare o Oversee peer facilitators, train them o 9,000 students taking workshop o been there for 3 years o started with 60 facilitators now about 140 ▪ awareness about the issues but also our office ▪ services for students that experience issues (sexual assault, stalking…) o supportive counseling and advocacy ▪ what is the biggest concern for them? Report or not to report? ▪ It’s preventing them from focusing on school ▪ Emotional processing ▪ Good communication advice ▪ Survivor centered approach ▪ Brainstorm resources based on what they say they need ▪ Do you have a PR team/person within the organization? o Sub category of the Office of Inclusion and intercultural relations(OIIR) o Marketing from OIIR o Not a lot from our own organization o Interns occasionally o Media interviews ▪ Daily illini, students for classes, news gazette, radio programs ▪ Crime alerts about sexual alert- one TV program wanted to do a story about it (contacted Molly) ▪ What are some of the strengths (what are they and how can we improve upon them) of the Women’s Resource Center? o We are awesome, grad student, social worker o Engaging educational programs- amazing training programs o Fycare- great student staff o Staff; consistent staff (molly is newest hire, been here for 3 years) 18
  19. 19. o Pat: been here for 25 years o Passionate about the issues that affect women (gender is used to constrain people, make it more positive) o If people know about it it’s because they’ve interacted in some way- word of mouth, recruited by friends o STIGMA with feminine organization; care about gender in society in general, narrow ways we view gender really hurt everyone, once exposed they like the compassionate work we do… hard to get people to get past stigma o University looks at this organization very highly o Long standing sexual assault program- funded ▪ What are some of the weaknesses (why are these weaknesses, how can we improve them) of the Women’s Resource Center? o We aren’t extremely well funded- need one more staff person ▪ Don’t have time to delegate because it’s faster to just do it myself ▪ Pat- primary person who sees student but also director o Madison has three people doing the job of one here o Work a lot of hours o Cultural centers- paid less than other student affairs units and even less than academics o Issues that affect marginalized communities have less funding because they feel like they have less voice ▪ Feminism is seen very narrow mindedly which makes it hard for people to give WRC a chance ▪ Feminism changing negative to positive o To keep up with regulations need more $ to keep up ▪ What are some of the opportunities you see for the Women’s Resource Center? (outlets not reached, partner organizations not contacted etc…) o Rachel- more social media o Twitter posts to facebook automatically o When can we post so that the most people can see it? o Don’t have $$ to sponsor posts o Don’t use Youtube or Instagram… o Only focus on us during sexual assault month/time period o Outlet where students affiliated with organization can write things ▪ Odyssey? ▪ What are some of the threats of the Women’s Resource Center? (other organizations?) o OIIR structure makes it hard for there to be a lot of dedicated media time for us o Social justice oriented work—being seen as troublemakers, pot stirrers o More online programs that take away from an in person more in depth help o Leasing space- need to move farther from large student body, could lead to a decrease awareness ▪ BNAC- lost 50% from moving location to near ARC ▪ What promotions/activities have you done in the past? Have they worked? Why or why not? How do you think they can be improved? 19
  20. 20. o It happens here- an event where students anonymously share experiences of sexual assault, large number of students attend- completely student run (successful) o Student developed are the most successful o Stride for survivors/take back the night- successful o Every other Monday WRC has a lunch with a guest speaker ▪ Turn people away for space ▪ New venue??? o Why are those successful? ▪ Co-sponsor but put on by students- more inclined to attend something that was created by students ▪ Students supporting students- informal networks are helpful ▪ Greek community encourages people to attend event ● Sexual assault prevention and risk: GUARD, every chapter send a member ▪ What part of the organization do you think has the least awareness? Or needs the most focus? o LAS-chalk: not letting outsiders post anymore because that reached a large amount of people, professors saw and made posts about it o Concern: publicity→ get the word out to more people o Want an increase in ManTalks: guys think they can’t come in o Want an increase in: yoga for healing and dancing mindfuls o Random workshops/keynote speakers: not o Not dish it up, lunch on us or hot topics o I-care: bystander workshop (part 2 to fycare) o Find out where people hear about us? o Find new students---recruitment?? Requirement for volunteer hours now it’s requirement to come to programs (Ribbons: 26​th​ of September) ▪ Who do you think your direct target audience is? Are you trying to shift the target audience at all? How do you attempt to reach them? o Race, Gender and social identity come together, not just women o Reach out to different communities on campus o Fycare- freshmen o Support groups- women o Lunch- entire student body o People come to events already care about topic—want to reach out to people that don’t know or care as much about events o Teachers assign extra credit assignments to get student to attend events ▪ Do you think there is an underlying reason/trend as to why WRC doesn’t have a lot of awareness? o Associated with feminism: HUGE BARRIER o Societal trend; feminist identity… see that as negative, and want to stay away from o Balance and recognizing that without sacrificing our ideals o Staff members approach issues differently even within organization 20
  21. 21. ▪ Dramatic ends of the spectrum ▪ White and middle class focus, not open to other identities ▪ Be open to why people might not want to give us a chance and addressing those misconceptions o Information overload--- bombarded with resources, easy to forget about WRC o Word of mouth of faculty is necessary not just students o WE EXIST o Fycare- 20​th​ anniversary of it being mandatory- reaching out to alumnis to attend o Engage with the people that used to be involved with the organization o Opportunity- new Survey Results: Q:2 21
  22. 22. Q3: 22
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