Public Relations Planbook: Grand Valley Television

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Lights. Camera. Educate:
A Public Relations
Initiative

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! 2!Grand&Valley&Television&
Lights.!Camera.!Educate:!A!Public!
Relations!Initiative!
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Grand!Valley!Television!is!a!studentArun!television!station!on!Grand!
Valley!State!University’s!Allendale!campus.!Run!by!a!group!of!devoted!students,!
the!station!is!a!place!where!education!and!professional!practice!come!to!life.!
Airing!on!channel!10!of!GVSU’s!cable!network,!GVTV!is!available!for!faculty,!
students,!and!alumni!or!guests!of!Grand!Valley.!
The!students!of!GVTV!have!masterfully!balanced!a!program!list!of!
comedy,!drama,!fiction,!and!reality!shows;!with!each!program!showcasing!the!
talent!that!Grand!Valley!has!to!offer,!all!the!while!educating!and!informing!
students.!In!it’s!current!position,!the!station!has!a!unique!opportunity!to!
familiarize!the!student!body!with!the!faces!onscreen!and!behind!the!scenes.!
Through!integration!of!honest!and!entertaining!public!relations!strategies!and!
tactics,!GVTV!has!the!possibility!to!not!only!increase!awareness!of!the!station’s!
presence!on!campus,!but!increase!positive!perception!of!GVTV!throughout!the!
Grand!Valley!State!student!body!and!even!increase!cable!and!internet!
viewership.!!By!getting!students!involved!and!excited!about!the!shows!on!the!
station,!GVTV!can!hope!to!become!a!prominent!resource!of!information!and!
entertainment!throughout!campus!and!the!surrounding!West!Michigan!area.!
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Introduction*
Among!Grand!Valley!State!University’s!356!student!organizations!(Quick!
facts!about!Grand!Valley,!n.d.),!Grand!Valley!Television!provides!a!dual!benefit!to!
viewers!and!participants!alike:!a!unique!learning!experience!and!an!entertainment!
outlet.!!Students!across!the!campus!are!free!to!participate!in!creating!and!
moderating!the!shows!provided!on!the!channel!or!may!simply!enjoy!tuning!in!to!see!
fellow!student’s!work.!
The!station!provides!a!wide!array!of!programs!available!to!students!and!staff.!
The!campus!news!comes!in!the!form!of!GV!Today;!which!provides!local!updates,!
campus!sports,!and!events!occurring!in!the!Grand!Valley!community!(O'Kelly,!L.,!
2013).!Other!shows!available!on!the!campus!television!channel!include!skits!that!
revolve!around!mystery,!science!fiction,!and!comedy!storylines!(O'Kelly,!L.,!2013).!
Each!program!provides!students!with!appropriate!comedic!entertainment.!The!
station!also!provides!a!late!night!talk!show!that!features!musical!guests,!interviews,!
and!a!variety!of!sketches!(O'Kelly,!L.,!2013).!All!of!the!shows!encapsulate!the!spirit!
of!Grand!Valley!State!University!and!represent!an!outlet!in!which!students!can!apply!
classroom!knowledge!through!various!disciplines.!All!of!the!features!of!this!campus!
service!can!be!amplified!by!understanding!the!viewership!trends!among!cable!and!
Internet!television!plus!the!benefits!of!targeting!college!males,!females,!and!alumni.!
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Cable*Viewership*
This!year,!roughly!3,966!freshmen!are!attending!Grand!Valley!State!
University!(The!Princeton!Review,!n.d.).!This!number,!in!addition!to!the!upperA
classmen!living!onAcampus,!create!a!wide!audience!to!watch!the!cable!airings!of!
GVTV!shows!(The!Princeton!Review,!n.d.).!And!even!with!the!ratings!of!cable!
television!on!decline!and!in!competition!with!the!Internet,!GVTV!still!has!the!
potential!to!gain!viewership!(Damratoski,!Field,!Mizell,!&!Budden,!2011).!!With!easy!
and!free!accessibility!across!the!entire!campus,!students!and!faculty!can!simply!plug!
in!to!available!cable!outlets!provided.!
In!addition,!a!study!shows!that!college!students!prefer!to!watch!cable!twice!
as!much!as!its!broadcast!counterpart!(Damratoski,!Field,!Mizell,!&!Budden,!2011).!
When!Nielsen!Broadcasting!Group!embarked!on!a!threeAyear!study!of!college!men!
and!women,!ages!18!to!24,!they!found!that!college!students!watch!an!average!of!
approximately!three!hours!and!41!minutes!of!cable!television!every!day!(Bauder,!
2005).!!Although!this!is!less!than!the!U.S.!population!average!by!an!entire!hour,!the!
figures!show!the!extent!to!which!GVTV!can!access!their!primary!audience!(Bauder,!
2005).!Plus!with!cable!access!in!every!dorm!room!and!apartment!on!campus!and!
roughly!67%!of!the!onAcampus!population!owning!televisions,!GVTV!has!a!primed!
opportunity!to!reach!a!large!fraction!of!their!total!target!public!through!cable!
viewership!alone!(Chang,!I.,!2007).!
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Internet*Viewership*
This!studentArun!organization!airs!on!Channel!10!of!the!Grand!Valley!State!
University!cable!network,!which!has!the!potential!to!reach!24,654!enrolled!students!
(Quick!facts!about!Grand!Valley,!n.d.).!Although!it!would!be!ideal,!yet!unrealistic,!to!
reach!the!entire!target!population,!Grand!Valley!Television!has!an!edge!in!gaining!
full!viewership;!which!is!accessibility.!The!option!of!online!streaming!of!GVTV!
videos!through!YouTube!provides!both!on!and!offAcampus!students!with!the!
opportunity!to!catch!up!on!news!or!watch!their!favorite!skits!anywhere!and!at!
anytime!(O'Kelly,!L.,!2013).!!
The!potential!for!the!university!television!station!to!gain!viewership!is!high.!
Studies!show!that!in!2009,!75%!of!United!States!Internet!users!watched!an!average!
of!14.5!billion!streaming!videos!through!the!web!(Damratoski,!Field,!Mizell,!&!
Budden,!2011).!In!fact,!123!million!people!stream!videos!on!the!Internet!every!year!
(Damratoski,!Field,!Mizell,!&!Budden,!2011).!Yet,!these!figures!pertain!to!the!entire!
U.S.!population.!Specifically,!the!rates!of!young!adults!watching!online!videos!are!
much!higher.!An!estimated!90%!of!young!adults,!ages!18!to!30!years!of!age,!watch!
online!television;!30%!of!which!watch!it!everyday!(Damratoski,!Field,!Mizell,!&!
Budden,!2011).!This!leaves!GVTV!with!a!large!audience!that!primarily!watches!
television!via!the!Internet!presumably!due!to!scheduling!conflicts!with!school,!work,!
and!extraAcurricular!activities.!In!addition,!free!WiFi!is!provided!to!all!of!Grand!
Valley’s!buildings,!so!students!living!in!the!dorms!or!onAcampus!apartments!have!
the!option!to!watch!how!and!when!they!want!(The!Princeton!Review,!n.d.).!!With!
traditional!TV!viewing!on!decline!all!over!the!country!(Damratoski,!Field,!Mizell,!&!

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Budden,!2011)!it!is!a!pivotal!move!for!GVTV!to!promote!this!Internet!viewing!option!
for!the!techAsavvy!youth!that!need!information!and!entertainment!fast.!
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College*Males*
Grand!Valley!Television!has!the!predominant!benefit!of!easy!accessibility!to!a!
target!audience!in!which!advertising!agencies!pay!premium!to!reach;!the!young!
adult!male!(Bauder,!2005).!For!GVTV,!the!college!male!viewership!makes!up!42%!of!
the!total!GVSU!population!(Quick!facts!about!Grand!Valley,!n.d.).!However,!on!
average,!most!college!male!viewership!rises!in!the!late!hours!of!the!night,!around!11!
p.m.!(Bauder,!2005).!!When!Nielsen!Group!conducted!the!threeAyear!study!on!
college!television!viewing!habits,!they!found!that!college!males!seem!to!enjoy!
watching!one!genre!most;!sports!(Bauder,!2005).!The!results!of!their!study!showed!
the!top!ten!programs!watched!by!college!men!over!the!course!of!three!years.!Each!of!
these!top!programs!was!related!to!baseball!(Bauder,!2005).!!Although,!upon!
conducting!surveys,!Nielsen!Group!found!that!college!men!tend!to!enjoy!watching!
comedyAbased!television!shows!as!well!(Press,!2007).!Such!programs!mentioned!in!
the!study!include!Comedy!Central’s!Family'Guy!and!Fox’s!The'Simpsons'(Press,!
2007).!!
GVTV!has!a!great!opportunity!to!gain!male!viewership!by!appealing!to!their!
interests!in!sports!and!comedy.!While!a!lot!of!the!Grand!Valley!Television!shows!
already!feature!comedy!skits,!an!emphasis!on!sports!broadcasting!could!help!boost!
viewership!to!a!new!level.!Especially!when!it!comes!to!reporting!about!sports!that!

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are!occurring!on!campus.!Not!only!may!this!boost!viewership!but!it!is!also!a!prime!
opportunity!to!enable!school!pride!in!the!male!audience.!And!although!clips!from!
GVSU’s!Division!II!sports!games!are!not!allowed!on!GVTV,!the!station!can!show!clips!
from!intramural!and!club!games.!In!this!way,!GVTV!can!boost!male!viewership!and!
serve!as!a!promotional!outlet!for!onAcampus!clubs.!
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College*Females*
College!females!make!up!a!large!sum!of!the!$600!billion!worth!of!annual!U.S.!
spending!for!all!young!adults!(Damratoski,!Field,!Mizell,!&!Budden,!2011).!!When!
surveyed!by!the!Neilsen!Group,!college!females!proved!to!boost!ratings!on!many!
television!programs!such!as!ABC’s!Grey’s'Anatomy!and!NBC’s!Joey'(Bauder,!2005!and!
Press,!2007).!In!fact,!by!incorporating!the!college!female!viewership!into!the!entire!
population,!young!adult!females!proved!to!boost!ratings!of!ABC’s!Grey’s'Anatomy!by!
53%!(Press,!2007).!This!shows!the!huge!loyalty!many!young!adult!females!feel!
towards!watching!their!favorite!television!shows!because!they!continually!
contribute!to!primetime!television!ratings.!!
Grand!Valley!Television!may!just!be!the!perfect!solution!to!those!many!young!
adult!women!at!Grand!Valley!who!are!looking!for!a!new!show!but!still!want!to!watch!
within!a!genre.!GVTV!provides!many!scripted!television!programs!that!carry!on!a!
chronological!and!characterAfocused!plots;!including!shows!such!as!Mesmerize'and!
The'Hunt'for'Bigfoot'(O'Kelly,!L.,!2013).!These!programs!may!attract!many!of!the!
young!adult!female!viewers!because,!according!to!studies,!women!tend!to!view!
scripted!dramas!such!as!ABC’s!Desperate'Housewives,'Ugly'Betty,'and'America’s'Next'

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Top'Model!more!often!than!other!genre’s!such!as!sports!(Press,!2007).!Therefore,!by!
attracting!the!awareness!of!the!Grand!Valley!State!female!population,!GVTV!can!help!
boost!viewership!of!such!scripted!programs.!Plus,!with!58%!of!the!student!body!
consisting!of!females,!there!is!a!large!chance!of!reception!to!awareness!stimuli!
(Quick!facts!about!Grand!Valley,!n.d.).!!
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Alumni*
An!additional!source!of!viewership!that!may!have!the!potential!to!increase!
GVTV’s!awareness!is!alumni.!With!Grand!Valley!State’s!85,722!alumni!(Quick!facts!
about!Grand!Valley,!n.d.),!it!is!very!possible!that!they!would!be!the!biggest!
contribution!to!viewership!and!an!untapped!audience.!Specifically,!alumni!still!living!
in!West!Michigan!could!create!a!perfect!audience!because!many!members!have!the!
potential!to!be!greatly!interested!in!campus!news!and!events!due!to!proximity!and!
personal!connections.!A!great!number!already!are!interested!in!them!and!become!
quite!involved!in!the!improvement!of!the!Grand!Valley!community!through!the!
campus!Alumni!Association.!!
Television,!whether!online!or!on!Grand!Valley’s!cable!network,!would!
provide!the!perfect!medium!to!communicate!with!these!fellow!GVSU!graduates.!
Especially!with!alumni!close!in!proximity,!access!through!the!Internet!would!be!easy!
to!promote.!These!adults!would!have!the!opportunity!to!see!what!products!and!
services!current!Grand!Valley!students!are!creating.!Plus,!this!opportunity!could!

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even!create!a!larger!connective!network!of!current,!past,!and!future!students!at!
Grand!Valley!State.!
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Conclusion*
Grand!Valley!Television!has!a!prime!opportunity!to!reach!a!large!sum!of!the!
student!population.!This!can!be!done!through!understanding!the!trends!and!current!
accessibility!needs!of!cable!and!Internet!television.!Young!adults!need!information!
at!the!touch!of!their!fingers,!which!makes!having!both!the!cable!and!YouTube!
viewing!options!available!is!beneficial!to!both!users!and!the!GVTV!organization.!
Targeting!college!males!and!females!takes!a!keen!sense!of!knowledge!in!how!
and!when!young!adults!watch!television!as!well!as!what!programs!they!favor!
watching!the!most.!The!Grand!Valley!Television!station!has!yet!another!key!
opportunity!to!appeal!to!the!male!and!female!student!body!by!promoting!the!shows!
within!their!genres!and!times!of!interest.!This!availability!of!certain!shows!already!
in!place!through!the!station!provides!an!easy!transition!from!making!Grand!Valley!
State!students!aware!and!motivated!to!watch!and!enjoy!GVTV.!
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References*
Bauder,!D.!(2005).!TV!big!on!campus!/nielsen!tracks!viewing!habits!of!college!
students:!2!Star!edition.!Houston!Chronicle,!pp.!8.!Retrieved!February!6,!
2013,!from!http://search.proquest.com.ezproxy.gvsu.!
edu/docview/232016778.!*
!Chang,!I.,!(2007).!Nielsen!TV!audience!addition!to!aid!in!targeting!college!students.!
PRweek,!pp.!11.!Retrieved!February!6,!2013,!from!
http://www.lexisnexis.com.ezproxy!.gvsu.!
edu/hottopics/lnacademic/?verb=sr&csi=8380&sr=HLEAD(TV+big+on+cam
pus+%2F+Nielsen+tracks+viewing+habits+of+college+students)+and+date+i
s+March+23%2C+2005.
Damratoski!K.J.,!Field!A.R.,!Mizell!K.N.,!&!Budden!M.C.!(2011).!An!investigation!into!
alternative!television!viewership!habits!of!college!students.!Journal!of!
Applied!Business!Research,!27(1),!69.!Retrieved!February!6,!2013,!from!
http://search.!proquest.com.ezproxy.gvsu.edu/docview/849563481.*
O'Kelly,!L.!(2013,!January!16).![Personal!interview!by!the!author]!
Press,!A.!(2007,!Jan!30).!Nielsen!to!track!students'!TV!use.'Journal'G'Gazette.
Retrieved!Febraury!6,!2013,!from!
http://search.proquest.com.ezproxy.gvsu.edu/docview!/4113761!28
The!Princeton!Review.!(n.d.).!Grand'Valley'State'University.!Retrieved!February!3,!
2013,!from!The!Princeton!Review!Web!site:!
http://www.princetonreview.com!/schools/college/!
CollegeAdmissions.aspx?iid=1022961!
Quick!facts!about!Grand!Valley.!(n.d.).!Retrieved!February!3,!2013,!from!
http://www.gvsu.edu/aboutgvsu.htm!
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Methodology*and*Introduction*
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! Students!for!the!focus!group!were!chosen!through!volunteer!participation.!
Rebecca!Ramos!and!myself!asked!students!in!specific!classes!to!meet!with!us!for!an!
opinionated!discussion!about!Grand!Valley!Television.!We!had!many!peers!willing!to!
participate!but!chose!six!that!had!coinciding!availability!to!meet!with!us.!We!chose!
this!method!of!inquiring!information!about!GVTV!because!we!found!it!was!the!
fastest!and!most!efficient!way!to!obtain!willing!participants!in!a!somewhat!random!
fashion.!!
The!main!flaw!in!this!method!of!information!collection!is!the!insufficient!
representation!of!students!in!the!freshman!and!graduate!class!standing!at!Grand!
Valley.!Although!the!sample!of!individuals!we!communicated!with!is!not!completely!
indicative!of!the!Grand!Valley!State!student!population,!it!is!believed!that!the!
students!who!volunteered!for!the!focus!group!had!descriptive!and!analytic!opinions!
about!the!campus!television!station;!plus!an!intrinsic!motivation!to!share!such!
information.!In!addition,!these!students!provided!details!about!young!adult!viewing!
habits!that!are!greatly!helpful!in!constructing!the!perception!and!probability!of!
success!for!both!cable!and!Internet!viewings!of!Grand!Valley!Television.!!
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Focus*Group*Participant*Information*
! The!students!who!volunteered!to!participate!were!a!majority!of!lowerA
classmen!at!Grand!Valley!State!University.!Meaning,!most!of!the!participants!were!of!
sophomore!standing!or!lower.!Even!though!this!may!be!true,!the!sample!still!
represents!a!large!range!of!ages!and!studies!that!students!partake!in!at!Grand!Valley.!
For!instance,!some!of!the!participants!are!sociology!majors!while!others!are!
photography!and!accounting!majors.!!This!is!helpful!in!generating!a!greater!
perspective!of!how!students!in!different!curriculums!view!television,!and!
specifically!GVTV,!because!the!scheduling!and!time!for!relaxation!aside!from!
schoolwork!is!different!for!each!person.!Having!this!representation!within!the!focus!
group!can!help!to!identify!how!students!of!different!class!standings!and!educational!
backgrounds!can!be!reached!in!order!to!promote!the!service!of!campus!television.!
! The!age!representation!within!the!focus!group!was!positively!correlated!with!
the!goal!of!the!promotional!strategies!for!GVTV.!Simply!meaning!that!the!students!
within!the!focus!group!are!a!part!of!the!larger!target!public!that!Grand!Valley!
Television!hopes!to!communicate!with;!college!students!ages!18!to!24!years!old.!The!
range!of!ages!in!our!focus!group!was!between!19!and!21!years!old.!Giving!a!small,!
yet!substantial,!representation!of!the!primary!audience!for!this!promotional!
television!campaign.!
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Preferred*Viewing*Genres*
* A!variety!of!television!show!genres!were!offered!for!discussion!in!the!focus!
group.!By!far!the!most!popular!was!the!comedy!and!skitAbased!shows.!Most!of!the!
participants!explained!that!they!enjoyed!these!shows!the!most!because!it!helped!
them!relax!from!their!hectic!days!in!class;!with!plot!lines!that!are!easy!to!follow!and!
generally!alleviate!their!stress.!The!overall!consensus!in!the!group!was!that!students!
can!easily!do!homework!while!watching!comedy!shows,!which!is!harder!to!do!with!
scripted!dramas!that!tend!to!have!more!intense!story!lines!and!character!
development.!!
! This!is!an!ideal!outcome!for!GVTV!seeing!as!though!a!majority!of!their!shows!
are!based!off!of!comedy!or!are!formatted!as!humorous!skits.!A!lot!of!students!who!
already!enjoy!these!shows!will!be!more!willing!to!try!new!ones!that!fulfill!the!same!
genre.!Plus,!Grand!Valley!Television!has!the!benefit!of!public!perception!from!within!
the!development!process;!meaning!the!students!who!contribute!to!making!the!show!
are!most!likely!the!same!students!who!enjoy!watching!a!few!comedy!programs!after!
class.!Therefore,!they!may!best!know!how!to!tailor!a!show’s!plot!to!make!the!jokes!
more!appealing!to!the!Grand!Valley!student!audience.!!
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Television*Viewing*Habits*
* Regular!television!viewing!habits!are!not!easy!to!track!among!college!
students!with!busy!social!and!academic!lives.!The!questions!in!the!focus!group,!
however,!provided!some!helpful!insight!as!to!when!students!generally!watch!
television.!Many!of!the!participants!within!the!group!stated!that!they!preferred!to!

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watch!television!in!the!middle!of!the!week.!In!fact,!all!of!the!respondents!replied!that!
the!days!they!watch!the!most!television!are!between!Tuesday!and!Thursday.!Many!
students!went!on!to!explain!that!this!is!because!the!middle!of!week!is!when!they!
have!the!least!number!of!classes!and!inversely!more!free!time!to!browse!through!
television!programs.!In!addition!to!this,!all!but!one!student!in!the!focus!group!stated!
that!the!most!convenient!time!of!day!to!watch!television!is!between!eight!p.m.!and!
two!in!the!morning.!Although!the!reasons!differ!as!to!why!students!find!this!time!the!
best!for!television!viewing.!While!some!cite!that!it!is!their!“downAtime”,!or!free!time!
before!they!go!to!sleep,!others!say!it!is!the!time!when!they!are!studying!and!prefer!
to!hear!television!as!background!noise.!!
! As!for!mediums!of!communications!that!are!most!efficient!at!reaching!
attention,!preferences!were!divided.!Some!of!the!focus!group!members!favored!
Internet!and!EAmail!as!a!primary!form!of!communication!due!to!its!easy!accessibility!
at!the!time!that!is!most!convenient!for!them.!One!member!explained!that!she!would!
prefer!Internet!communication!rather!than!cellular!device!communication!because!
of!the!bombardment!of!bothersome!messages!that!she!receives!from!organizations!
or!groups!that!she!allows!to!contact!her!number.!Another!focus!group!member!
thought!that!regularly!scheduled!cable!programs!were!the!most!efficient!form!of!
communication!because!they!allow!him!to!look!forward!to!special!times!in!the!week,!
and!therefore!keep!his!interest!in!news!or!updates!pertaining!to!a!specific!channel!
or!program.!!

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! Although!the!best!time!and!medium!of!the!show!is!greatly!debated!in!the!
group,!a!clear!pattern!throughout!almost!all!the!students!was!the!lack!of!viewership!
for!cable!television.!All!but!one!student!stated!they!rarely,!if!ever,!watch!television!
on!cable!networks.!Instead!each!student!said!they!would!rather!watch!television!
shows!on!Internet!providers!such!as!Hulu!or!Netflix.!
! With!this!information,!Grand!Valley!Television!has!the!opportunity!to!tailor!
their!television!shows!to!bestAfit!student!viewing!preferences!and!interests.!The!
focus!group!feedback!can!allow!for!GVTV!program!developers!to!know!exactly!when!
the!most!students!will!be!watching,!practically!down!to!the!hour.!In!addition,!the!
attitudes!towards!cable!and!Internet!providing!of!television!shows!allows!GVTV!to!
form!a!more!effective!way!of!allowing!students!to!reach!their!programs;!a!key!issue!
identified!throughout!the!focus!group.!
!
GVTV*Accessibility*
* All!but!one!of!the!students!in!the!focus!group!did!not!know!that!GVTV!was!a!
service!provided!to!them!by!the!university.!For!this!reason,!many!of!the!members!of!
the!focus!group!did!not!very!well!know!how!the!station!could!best!reach!them!for!
viewership.!Some!members,!however,!stated!that!they!would!prefer!to!watch!Grand!
Valley!Television!on!the!Internet!because!that!is!where!they!think!it!would!be!
easiest!to!locate.!One!of!the!focus!group!members!explained!that!if!the!television!
shows!were!provided!through!offAcampus!cable,!he!may!be!more!inclined!to!watch!
said!programs!because!that!is!how!he!already!prefers!to!view!television.!!

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! None!of!the!members!of!the!focus!group!thought!that!downloadable!files!
would!be!an!effective!way!to!watch!Grand!Valley!Television.!One!of!the!students!
even!remarked!that!some!of!the!processes!involved!in!downloading!video!files!are!
too!“highAtech”,!and!would!much!rather!watch!streaming!videos!on!the!Web.!
! This!facet!of!the!focus!group!doesn’t!produce!much!detailed!information!
about!how!students!currently!watch!the!station,!however,!it!does!expand!on!ways!in!
which!students!would!prefer!GVTV!to!promote!itself!to!them.!Most!students!
believed!that!GVTV!would!be!easiest!to!watch!at!their!convenience!if!it!were!
promoted!as!an!Internet!amenity.!This!is!also!beneficial!to!Grand!Valley!Television!
since!it!is!already!provided!through!the!organization.!!
!
Personal*Perceptions*of*GVTV*
Each!student!in!the!focus!group!addressed!their!current!perceptions!of!Grand!
Valley!Television!and!all!had!neither!positive!nor!negative!opinions!on!the!station.!
This!is!because!all!of!the!students!in!the!group!revealed!that!they!had!never!watched!
a!GVTV!show!before.!Additionally,!all!but!one!had!no!knowledge!of!the!television!
station!even!existing.!Thusly,!each!participant!essentially!said!they!could!not!
concretely!state!an!opinion!on!the!station!itself!but!instead!provided!input!as!to!
what!could!positively!effect!their!perceptions!of!the!station.!
Each!member!contributed!their!opinion!about!what!they!think!Grand!Valley!
Television!could!do!to!help!increase!viewership.!!Some!participants!said!that!they!
would!enjoy!seeing!guest!speakers!of!Grand!Valley!on!the!channel,!explaining!that!

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they!cannot!always!attend!the!events!physically!due!to!scheduling!conflicts.!Other!
members!of!the!group!stated!that!they!would!like!to!see!school!sporting!event!
updates!that!would!not!only!increase!interest!in!the!events!themselves,!but!school!
pride!in!the!outstanding!athletic!program!that!Grand!Valley!is!known!for.!
Furthermore,!one!student!offered!the!idea!to!add!theater!and!video!production!
majors!to!the!station!with!the!reasoning!that!this!may!increase!the!expertise!and!
professionalism!of!the!broadcasting!station.!
Additional!comments!and!information!were!exchanged!throughout!the!
group.!All!of!the!members!agreed!that!it!was!important!to!advertise!the!service!to!
students!around!the!campus.!Some!provided!detailed!propositions!for!such!ways!to!
efficiently!promote!the!organization.!For!instance,!one!member!said!that!a!link!on!
Grand!Valley’s!main!webpage!would,!at!the!very!least,!increase!the!proportion!of!the!
student!body!that!knows!Grand!Valley!Television!is!available!to!them.!Others!
explained!a!simple!source!of!information!as!to!how!to!access!the!channel!would!be!
greatly!effective!in!increasing!the!number!of!students!who!watch!the!shows.!
The!feedback!gathered!for!this!topic!from!the!focus!group!provides!some!
compelling!suggestions!for!how!GVTV!can!increase!awareness!and!positive!attitudes!
towards!their!service.!For!instance,!by!allowing!students!to!easily!reach!the!GVTV!
station!at!virtually!any!time!of!the!day!on!the!GVSU!webpage,!students!believe!that!
increased!awareness!about!the!student!organization!may!follow.!Moreover,!students!
in!the!focus!group!believe!that!if!GVTV!were!to!highlight!more!campus!events!that!
they!already!provide!coverage!of,!they!may!also!increase!positive!attitudes!not!only!
towards!the!university!but!towards!the!station!itself.!

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Survey*Formation!
! The!feedback!from!students!within!the!focus!group!provided!a!model!that!
helped!to!frame!the!survey!questions!generated.!Based!on!the!information!provided!
by!the!participants,!the!survey!questions!are!framed!towards!the!general!
perceptions!of!any!campus!television!station,!not!GVTV!specifically.!This!was!a!
conscious!choice!meant!to!include!all!future!participants!contributing!information,!
since!the!questions!in!the!focus!group!proved!to!be!too!specific!towards!GVTV!itself.!
This!posed!a!problem!because!many!students!in!the!focus!group!had!no!input!to!
contribute!about!the!student!organization!since!many!did!not!know!it!even!existed!
prior!to!the!discussion.!For!this!reason,!the!survey!asks!many!questions!about!what!
students!expect!from!a!campus!television!station!or!what!they!wish!to!see;!instead!
of!what!they!currently!view!of!GVTV.!!
! Additionally,!the!survey!provides!more!options!for!students!to!provide!
specific!information!such!as!where!they!live!in!relation!to!the!Allendale!campus,!
detailed!rankings!of!which!genres!students!prefer!to!view,!and!questions!that!illicit!
written!responses!about!possible!improvements!for!the!television!station.!These!
questions!will!provide!Grand!Valley!Television!with!greater!knowledge!on!how!their!
key!public!thinks!and!behaves;!plus,!it!evokes!them!to!give!further!explanations!
behind!their!thoughts.!!
! Overall,!the!main!influencer!in!creating!the!survey!questions!was!to!access!
quality!information!in!great!detail!while!not!excluding!a!large!proportion!of!the!
population!who!may!not!even!know!that!GVTV!exists;!much!like!what!occurred!in!

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the!focus!group.!With!questions!that!apply!to!television!viewing!habits!and!interests!
and!less!to!the!Grand!Valley!Television!organization,!every!student!will!be!able!to!
provide!usable!and!accurate!information!that!can!impact!how!GVTV!promotes!their!
services.!
!
Conclusion*
The!responses!and!contributions!from!focus!group!members!highlight!some!
of!the!key!issues!with!GVTV!and!student!viewership.!Although!not!much!information!
can!be!drawn!about!how!students!view!the!television!station!currently,!many!
members!contributed!ideas!on!how!to!better!reach!out!to!the!young!adult!audience.!
Plus,!the!information!gathered!about!television!viewing!preferences!and!habits!
helps!to!further!benefit!Grand!Valley!Television!by!identifying!the!pivotal!times!to!
communicate!with!the!target!audience.!The!primary!benefit!of!conducting!the!focus!
group!was!the!detailed!information!that!provided!guidance!in!forming!survey!
questions.!!
From!the!responses!given,!the!survey!was!designed!to!illicit!more!detailed!
information!about!what!students!expect!or!desire!from!a!campus!television!station;!
rather!than!what!they!currently!think!of!it.!In!doing!this,!the!hope!is!to!decrease!
respondent!alienation!by!providing!questions!that!virtually!any!student!can!answer.!
Additionally,!the!survey!allows!for!students!to!comment!or!add!additional!
information!in!their!own!words!which!will!provide!even!more!information!about!
what!suggestions!students!have!to!better!promote!the!student!organization.!
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Grand*Valley*Television*Focus*Group*
Moderator’s*Guide*
(Grand!RapidsA!AllendaleAHolland)!
!
My!name!is!Julia!Bradley,!the!director!of!this!focus!group!for!Grand!Valley!State!
University!campus!television!station.!
!
Thank!you!for!your!time!and!commitment!to!participate!today.!Grand!Valley!is!in!the!
beginning!phases!of!an!extensive!research!project!on!the!successes!and!
improvements!for!GVTV,!our!campus!television!station.!An!essential!part!of!this!
research!includes!the!input!of!current!Grand!Valley!students,!such!as!yourselves.!
From!this!focus!group,!we!hope!to!learn!more!about!the!positive!and!negative!
connotations!associated!with!GVTV!through!a!compilation!of!your!opinions,!
observations,!and!experiences.!
!
These!focus!groups!are!conducted!all!throughout!campus!with!past,!present,!and!
future!students!alike.!Again,!your!participation!today!is!much!appreciated!and!allA
important!to!the!research!process.!Our!entire!discussion!for!today!is!off!the!record;!
all!we!inquire!is!your!honest!opinion.!
!
Before*we*initiate*this*focus*group,*are*there*any*questions?*
!
First,!we!will!go!around!the!room!and!introduce!ourselves.!Please!relay!your!first!
and!last!name,!your!class!standing,!your!major!and!your!minor!(if!decided),!and!any!
affiliation!to!GVSU!campus!organizations.!
!
1. What!genre!of!programs!do!you!like!to!watch!the!most?!
• Comedy!and!skitAbased!shows!
• Scripted!dramas!
• Sports!
• Mystery!and!SciAFi!programs!
• Other:!!
!
2. What!days!of!the!week!are!the!most!convenient!for!you!to!watch!regularly!
scheduled!television!programs?!
• Monday!
• Tuesday!
• Wednesday!
• Thursday!
• Friday!
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3. At!what!time!do!you!watch!the!most!television!(on!a!daily!basis)?!
• 9!a.m.!to!12!p.m.!
• 1!p.m.!to!4!p.m.!
• 5!p.m.!to!8!p.m.!
• 8!p.m.!to!2!a.m.!
!
4. What!are!your!current!views!about!the!GVTV!station?!
• Proficient!in!educating,!informing,!and!entertaining!students!
• Weak!in!educating,!informing,!and!entertaining!students!
• No!opinion.!
• Opinion!not!listed!!(if!so,!please!write!out!current!opinion):!
!
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5. Which!mediums!do!you!believe!are!the!most!efficient!at!reaching!your!
attention?!
• Regularly!scheduled!television!
• Mailed!information!
• Internet!and!EAmail!!
• LandAline!or!cellular!device!
!
6. How!often!do!you!watch!cable!television?!
• Daily!
• 3A5!times!per!week!
• 1A2!times!per!week!
• Rarely!
• Never!
7. How!many!times!per!week!do!you!tune!in!to!watch!GVTV?!
• During!every!scheduled!program!
• More!than!once!a!week!
• Once!a!week!
• Rarely!
• Never!
8. What!news!topics!you!like!to!learn!more!about!through!GVTV!(please!identify!
all!that!apply)?!
• Sporting!and!athletic!events!
• Guest!speakers!or!important!visitors!of!GVSU!
• GVSU!policy!and!news!briefs!
• General!community!news!
• Daily!or!weekly!weather!forecasts!
• Topic!not!listed!(if!so,!please!contribute!topic!below):!
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9. In!what!ways!is!it!most!accessible!for!you!to!watch!GVTV?!
• Cable!viewings!
• Internet!streaming!
• Downloadable!files!
!
10. Last!Question:!Please!take!this!time!to!go!around!the!room!and!contribute!
one!final!piece!of!advice!in!the!ways!we!can!improve!or!change!GVTV!to!
better!benefit!you,!the!GVSU!student.*
• Any*last*questions*or*comments?*
*
Conclusion:!Thank!you!for!your!participation!in!today’s!GVSU!focus!group.!Your!
honest!contributions!will!help!to!learn!more!about!how!GVSU!students!view!our!
campus!television!station.!!We!may!follow!up!with!additional!questions!or!requests!
for!opinions!via!EAmail,!with!your!consent.!
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Introduction!
!
! To!obtain!a!general!perspective!of!how!the!Grand!Valley!State!University!
student!population!views!GVTV,!a!survey!was!administered.!The!survey,!which!is!25!
questions!in!length,!asks!an!array!of!questions!pertaining!to!the!demographics!of!
students,!their!general!television!viewing!habits,!and!their!opinions!and!
expectations!of!Grand!Valley!Television.!
! In!order!to!obtain!a!large!enough!sample!of!students!to!represent!the!
population!of!enrolled!GVSU!peers,!the!survey!had!to!be!administered!to!a!high!
number!of!people.!Of!the!roughly!500!students!in!which!the!survey!was!made!
available!for,!32!responses!were!obtained.!Once!the!survey!was!created!using!the!
tools!provided!by!the!website!www.SurveyMonkey.com,!a!web!link!was!designed!
and!sent!out!through!the!Internet!via!mass!eAmail!(Gmail)!and!social!networking!
sites!(Facebook).!This!method!of!gaining!participants!for!the!survey!was!quite!
effective.!The!timing!implemented!with!administering!it!was!also!a!key!variable!in!
student!responses.!Since!the!survey!was!sent!out!a!day!prior!to!spring!break,!
students!had!ample!time!to!complete!the!survey!without!the!extra!burden!of!
worrying!about!classes.!Thusly,!it!was!hypothesized!that!students!would!be!more!
willing!to!respond!due!to!their!lack!of!otherwise!hectic!classes!during!the!duration!
that!the!survey!was!open.!

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! The!answers!to!the!survey!questions!yielded!a!majority!of!quantitative!
results!that,!when!analyzed,!illustrate!the!general!opinions,!habits,!and!suggestions!
of!Grand!Valley!State!University!students!towards!Grand!Valley!Television.!
!
Demographic*Results!
Refer'to'Appendix'A'on'Pg.'11G14'
! The!administration!of!the!surveys!online!yielded!many!results!pertaining!to!
the!demographic!of!students!who!are!motivated,!or!at!least!interested,!to!know!
more!about!GVTV.!The!answers!obtained!were!all!representative!of!the!
undergraduate!classmen!at!Grand!Valley,!with!a!majority!of!31%!or!ten!students,!
being!from!the!sophomore!standing.!Still,!the!results!show!a!variety!of!students!in!
different!class!standings!as!well!as!different!ages.!Yet!the!older!age!groups!were!not!
represented!well,!with!only!12.5%!of!respondents!being!from!the!25!years!or!older!
age!group.!These!results!are!important!to!GVTV!because!they!show!the!proportions!
of!students!who!are!most!easily!accessible!through!online!media.!In!addition,!the!
information!also!illustrates!the!willingness!of!specific!ages!to!become!more!involved!
in!the!GVTV!station!through!responding!to!the!survey.!
! The!survey!questioned!the!students!as!to!what!major!or!minor!they!are!
currently!pursuing.!General!results!show!a!wide!variety!of!academic!interests.!Five!
of!the!students!are!currently!enrolled!in!psychology!courses,!six!students!were!
taking!medical!or!health!courses,!and!three!associate!with!liberal!arts!studies.!The!
rest!of!the!results!showed!students!taking!courses!in!computer!information!systems,!

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advertising!and!public!relations,!business,!and!criminal!justice.!These!results!are!
desirable!because!each!student!provides!a!range!of!different!interests,!expectations,!
and!perceptions!in!context!with!Grand!Valley!Television.!
! A!number!of!questions!inquired!about!the!general!lifestyles!of!the!Grand!
Valley!student!population.!Results!showed!that!most,!or!12!(42%)!of!the!students!
lived!on!Grand!Valley’s!campus.!Yet,!24%!lived!in!the!nearby!offAcampus!
apartments.!Only!six!students!lived!in!the!Allendale!or!Standale!area!and!four!live!in!
Grand!Rapids.!This!information!provides!insight!on!the!reach!GVTV!will!have!to!
cover!in!order!to!gain!a!large!number!of!viewers.!Specifically,!it!shows!that!many!of!
the!viewers!are!either!onAcampus!or!living!fairly!close!by.!This!is!important!
knowledge!because!it!provides!the!locations!in!which!a!large!number!of!potential!
viewers!reside.!In!addition,!the!results!showed!that!all,!or!100%,!of!respondents!
attended!class!on!Grand!Valley’s!Allendale!campus.!This!also!allows!GVTV!to!have!
better!access!to!all!of!the!recipients!and!initiates!the!argument!that!utilizing!campus!
televisions!to!broadcast!GVTV!programs!could!be!beneficial!to!gaining!viewership.!
Lastly,!the!responses!showed!that!a!majority,!or!72%!of!students,!responded!to!
going!to!events!and!trying!services!that!were!promoted!onAcampus.!This!is!another!
important!piece!of!information!to!know!about!GVSU!students!because!it!shows!that!
they!positively!act!on!the!awareness!of!services!or!events!provided!by!promotions!
onAcampus.!
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GVSU*Student*Viewing*Habits*
Refer'to'Appendix'B'on'Pg.'15G18'
'
! Although!much!of!the!focus!group!analyzed!the!viewing!habits!of!Grand!
Valley!students,!the!survey!continued!the!inquiry!on!a!larger!scale.!The!results!
support!the!findings!from!both!secondary!research!and!the!focus!group!conducted!
on!the!television!viewing!habits!of!college!students.!For!instance,!the!survey!
revealed!that!75%!of!students!watch!television!between!the!hours!of!eight!p.m.!and!
midnight,!which!correlates!with!the!findings!from!research!and!previous!student!
responses.!In!addition,!the!findings!show!that!35%!of!students!rank!comedy!and!
skitAbased!shows!as!their!first!favorite!genre.!Scripted!dramas!followed!in!second!
with!29%,!of!the!votes!and!documentaries!at!22%,!coming!in!third.!Other!genres!
considered!were!mystery!and!sciAfi,!sporting!events,!and!current!events!and!news!as!
the!least!favorite.!Furthermore,!53%!or!17!respondents,!like!to!watch!shows!with!
ongoing!plots!versus!segmented!and!47%!would!rather!watch!educational!shows!
over!recreational!ones.!These!results!also!support!the!findings!of!secondary!
research!and!focus!group!responses!that!comedy!and!scripted!dramas!are!the!most!
favorite!among!college!televisionAviewing!audiences.!This!information!can!be!
utilized!by!GVTV!because!it!shows!what!genre!and!purpose!students!have!for!
watching!particular!programs.!
! In!addition!to!the!previous!evidence!found,!the!survey!was!able!to!obtain!
specific!information!about!how!proportions!of!GVSU!students!access!television.!The!
responses!show!that!more!students!prefer!to!watch!television!on!the!Internet!with!

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56%,!or!18!students,!watching!online.!The!only!other!channel!of!communication!
students!preferred!to!watch!television!on!was!cable!at!37.5%,!or!12!students.!This!
information!further!shows!the!potential!for!students!to!become!engaged!in!watching!
Grand!Valley!Television!because!cable!and!Internet!are!the!two!channels!in!which!it!
airs!and!it!is!also!where!the!largest!number!of!potential!viewers!are!active.!!
! Further!analysis!of!the!results!provided!more!important!information.!Firstly,!
responses!showed!that,!on!average,!students!prefer!to!watch!shows!that!are!30!
minutes!to!an!hour!in!length.!Which!allows!GVTV!to!tailor!their!shows!better!to!the!
viewers!wants!as!far!as!the!duration!that!their!programs!air.!For!instance,!if!a!
program!runs!for!fifteen!minutes,!the!results!indicate!that!greater!viewership!can!be!
obtained!if!the!program!were!30!minutes!long!instead!because!this!is!what!47%!of!
viewers!identify!as!watching,!and!enjoying,!the!most.!Secondly,!the!results!show!that!
a!majority,!or!84%,!of!students!enjoy!watching!new!television!shows.!This!
information!is!important!to!Grand!Valley!Television!because!it!illustrates!the!
possibility!of!increased!viewership.!Lastly,!the!survey!results!found!that!66%,!or!21!
of!the!students,!find!it!easiest!to!watch!videos!of!interest!on!YouTube.!This!
information!is!vital!to!GVTV!because!it!further!shows!the!potential!of!gaining!GVSU!
student!viewership!via!uploading!television!programs!on!YouTube.!
!
Grand*Valley*Television*Viewership*
Refer'to'Appendix'C'on'Pg.'19G21'
'
! According!to!the!results!of!the!survey!roughly!half,!or!58%!of!students,!have!
previous!knowledge!or!awareness!of!Grand!Valley!Television.!This!information!
shows!the!group!of!surveyed!students!have!the!awareness!of!the!station!but!still!

!
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!
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! 31!
need!further!provocation!to!become!positively!active!in!watching!the!television!
programs.!Additionally,!the!results!illustrated!that!34%!of!students!strongly!agree!
that!GVTV!could!gain!viewership!by!providing!promotional!materials!onAcampus;!
while!an!additional!47%!simply!agree.!This!information!further!proves!how!Grand!
Valley!Television!can!gain!loyal!viewers!through!listening!to!the!opinion!of!students!
who!agree!that!promotion!is!a!good!option!for!the!station.!This!information!also!
supports!the!opinions!expressed!by!many!of!the!participants!in!the!focus!group.!
Furthermore,!the!responses!illustrated!that!less!than!half,!or!43%!of!students,!have!
no!knowledge!as!how!to!access!GVTV.!This!shows!the!incongruities!that!need!to!be!
addressed!by!the!station.!To!gain!viewership,!more!students!need!greater!quality!
resources!on!how!to!easily!access!Grand!Valley!Television’s!shows.!!
! Many!questions!about!specific!opinions!and!viewing!habits!of!those!who!have!
seen!campus!television!programs,!or!even!GVTV,!were!asked!in!the!survey.!The!
opinions!of!respondents!are!split!as!to!whether!they!believe!a!campus!television!
station!has!the!power!to!greatly!influence!the!student!body.!About!37.5%!of!
students!said!that!they!agree!while!28%!of!students!voted!that!they!disagree.!This!
shows!that!generally,!Grand!Valley!students!are!not!easily!motivated!to!actions!
directed!by!television!programs!because!they!do!not!believe!the!source!has!much!
influence!over!the!student!body.!Additionally,!a!majority!of!students!(71%)!voted!
that!they!perceive!campus!television!to!be!boring!while!another!large!number!of!
students!(52%)!perceived!campus!television!to!be!outdated.!This!shows!that!Grand!
Valley!Television!must!work!towards!to!goal!of!changing!the!image!of!campus!

! ! ! !!
television!from!boring!and!outdated!to!interesting!and!trendy.!In!correlation!to!
student’s!perceptions!of!GVTV!and!campus!television!stations!in!general,!55%,!
found!their!viewing!experience!as!bad,!while!an!additional!21%!found!it!to!be!
merely!acceptable.!This!demonstrates!the!general!perception!of!Grand!Valley!
Television!in!a!more!specific!framework.!From!this!information,!it!can!be!concluded!
that!the!goal!of!GVTV!should!be!to!change!this!undesirable!perception!of!their!
station!towards!a!more!positive!and!upAbeat!public!view.!
! The!end!of!the!survey!consisted!of!questions!asking!students!to!contribute!
their!personal!voice!on!how!they!believe!GVTV!can!be!improved!for!the!benefit!of!
students,!plus!some!provided!their!general!expectations!of!campus!television!
programs.!Many!participants!expressed!the!belief!that!the!station!needs!much!
improvement.!The!responses!yield!a!pattern!of!results!in!which!students!state!their!
desire!for!more!interesting!plots!and!genres!of!shows!available!on!the!station.!One!
student!added,!“I!expect!GVTV!to!inform!students!about!onAgoing!and!upAcoming!
events!at!Grand!Valley,!to!promote!organizations,!to!discuss!university!problems!
and!to!connect!the!student!body!to!the!faculty!and!staff.”!This!feedback!provides!
much!insight!to!what!students!dislike!and!expect.!In!general,!more!extensive!and!
dramatic!plot!lines!with!increased!student!involvement!in!the!station!have!the!
potential!to!gain!a!high!level!of!public!awareness!while!allowing!students!to!help!in!
further!maturing!the!station.!Thusly,!an!additional!objective!for!GVTV!should!be!to!
involve!student!opinion!and!preference!in!creating!the!public!image!of!GVTV.!
!
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! 33!
Conclusion*
! From!all!of!the!32!students!who!participated!in!the!survey,!a!great!deal!of!
information!pertaining!to!student!demographics,!television!viewing!habits,!and!
opinions!on!campus!television!(GVTV!specifically)!was!gained.!From!this!
information,!conclusions!were!drawn!about!where!Grand!Valley!Television!can!
reach!students,!what!mediums!are!best!suited!to!reach!the!highest!number!of!
students,!and!how!GVTV!can!put!emphasis!on!strengths!in!their!station!to!gain!
viewership.!This!information!also!helps!in!forming!the!main!objectives!and!goals!of!
the!campaign.!The!main!objective!should!be!to!raise!positive!awareness!about!the!
television!station!through!onAcampus!promotions.!Inversely,!additional!goals!should!
relate!to!informing!students!about!online!viewership,!rearranging!program!
schedules!to!air!more!favorable!shows!during!prime!college!viewing!hours,!and!
creating!an!image!as!a!reliable!studentAbody!resource.!All!of!the!input!gained!from!
the!GVSU!students!is!helpful!in!further!articulating!the!trajectory!for!this!campaign.!
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Appendix!A!
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Appendix!A!
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Appendix!A!
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Appendix!B!
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Appendix!B!
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Appendix!B!
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Appendix!B!
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Appendix!B!
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Appendix!C!
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Appendix!C!
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*
Situation*Analysis*
* *
! Based!on!an!abundant!amount!of!both!primary!and!secondary!research,!the!
perception!of!GVTV!in!the!Grand!Valley!public!eye!is!better!known.!From!this!
research!we!can!see!that!although!a!larger!majority!of!students!know!about!GVTV,!
many!aren’t!motivated!enough!to!watch!it!and!some!may!not!know!how!to!access!it!
(Refer!to!Appendix!C).!Yet,!primary!research!suggests!that!students!respond!well!to!
services!and!events!that!are!promoted!on!campus!(Refer!to!Appendix!A),!which!
means!that!simple!promotion!may!have!the!possibility!to!attract!viewers!to!the!
station.!Additionally,!research!found!that!there!are!more!than!twice!as!many!alumni!
as!current!students;!providing!an!untapped!and!possibly!interested!source!of!
viewership.!!!
Further!evidence!shows!that!students!actually!enjoy!watching!new!shows!
that!feature!comedy!or!documentaries!(Refer!to!Appendix!B).!This!information!
lends!itself!well!to!the!GVTV!campaign!because!a!majority!of!their!current!shows!
feature!comedic!plots!with!the!realistic!edge!of!having!student!actors.!This!
illustrates!that!Grand!Valley!Television!can!further!gain!viewers!by!promoting!the!
programs!they!already!have!available!that!will!fit!the!likes!of!the!student!body.!!
When!students!were!polled!about!their!general!opinions!about!campus!
television,!or!specifically!GVTV,!the!reponses!came!with!mixed!results.!A!majority!of!
students!expressed!their!belief!that!campus!television,!in!general,!was!bad!in!
quality.!!Additional!responses!show!that!some!students!think!the!station!is!decent!or!

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! 51!
acceptable,!but!none!expressed!the!belief!that!the!station!was!excellent!(Refer!to!
Appendix!C).!This!shows!that!Grand!Valley!Television!will!have!to!work!to!change!
the!perception!of!their!station!and!to!distinguish!themselves!from!other!campus!
networks.!With!this!information,!GVTV!can!launch!a!campaign!to!make!the!student!
body!more!aware!of!their!services!and!thusly!stimulate!student!responses!in!
viewership.!!
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!
Objective*1*
Raise!awareness!of!the!station!throughout!the!entire!Grand!Valley!State!University!
student!body!by!20%!(to!reach!78%)!by!March!2014.!
! Strategy*
Promote!the!student!organization!onAcampus!promoting!the!organization!in!
highly!populated!campus!buildings!such!as!Kirkhof!Center.!
! Tactics*
• Create!a!banner!to!hang!from!the!catwalk!in!Kirkhof!Center,!
announcing!the!new!and!improved!GVTV.!The!banner!will!feature!
pictures!of!the!staff!and!actors!of!the!station!plus!information!of!how!
to!access!the!station!online!and!through!GVSU’s!cable!network.!It!will!
hang!for!the!duration!of!November!and!December!of!2013.!The!goal!of!
this!tactic!is!to!get!students’!attention!as!they!walk!to!class!or!to!an!
organization!meeting!or!event!in!Kirkhof.*
• Produce!a!press!release!to!send!to!The!Lanthorn!about!the!students!
involved!in!the!station!and!the!programs!they!produce.!The!release!
will!provide!a!feature!news!piece!about!the!students!who!create!and!
operate!the!station!as!well!as!information!about!how!GVTV!is!working!
to!change!their!public!image.!Announcing!this!in!the!newspaper!will!
fulfill!the!goal!of!letting!students!know!that!the!station!is!making!
changes!to!the!way!they!present!themselves.!This!tactic!will!be!
implemented!once!per!month!for!the!duration!of!the!campaign.*

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! 53!
• Have!students!from!GVTV!perform!a!series!of!skits!in!front!of!the!clock!
tower!on!Grand!Valley’s!campus;!inviting!other!students!to!join!in.!Set!
up!a!table!with!promotional!information!and!free!snacks!as!incentive!
to!get!students!to!join.!In!doing!this,!the!event!will!hope!to!introduce!
the!student!body!to!the!actors!of!the!various!GVTV!shows.!
Familiarizing!the!public!with!the!students!involved!at!the!station!will!
hope!to!initiate!a!communicating!relationship!between!actors!and!
potential!viewers.!This!‘Meet!the!Stars’!event!will!take!place!in!
October!2013!and!March!2014!to!minimize!the!risk!of!weather!
intervening!on!the!event!itinerary.*
• Book!live!interviews!with!campus!figures!such!as!President!T.!Haas!or!
Louie!the!Laker.!Specifically,!an!interview!with!President!Haas!will!be!
held!in!December!2013,!during!the!middle!of!the!promotional!
campaign.!Grand!Valley!is!unique!in!that!a!majority!of!students!know!
and!respect!President!Haas.!The!goal!is!to!utilize!this!knowledge!to!
further!gain!more!student!attention!of!the!station.*
• Begin!airing!GVTV!programs!on!campus!televisions!in!dining!halls.!
This!will!be!initiated!in!December!2013!and!run!until!March!2014,!
airing!for!a!majority!of!the!campaign.!In!doing!this,!the!hope!is!to!get!
students!watching!GVTV!while!eating!onAcampus.!By!providing!it!
through!television!throughout!GVSU’s!Allendale!campus,!students!
passing!by!or!enjoying!lunch!may!take!notice!of!the!programs!and!
become!more!aware!and!interested!in!watching!the!shows.*

! ! ! !!
*
Objective*2*
Improve!the!GVTV!positive!brand!attitude!of!the!student!body!by!50%!by!March!
2014.!
! Strategy*
Redesign!and!revitalize!the!image!of!as!a!Grand!Valley!State!student!
organization.!
! ! Tactics*
• Redesign!the!GVTV!web!page!to!have!feature!clips!on!the!home!page!
and!tutorials!on!how!to!access!Grand!Valley!Television!through!
various!mediums!such!as!YouTube!and!onAcampus!cable.!This!tactic!
will!be!launched!in!November!2013!and!will!run!permanently!as!the!
new!and!improved!GVTV!site.!The!ambition!here!is!to!provide!
students!with!easyAtoAaccess!information!in!a!creative!and!appealing!
context.!
• Provide!a!program!schedule!on!the!Grand!Valley!Television!webpage,!
Facebook!page,!and!Twitter!account.!Programs!will!be!posted!under!a!
tab!on!the!webpage!and!in!the!“about”!section!of!the!GVTV!Facebook!
page.!For!Twitter!media,!the!program!will!be!given!out!to!students!
who!ask!when!shows!air!and!accompany!the!hashtag;!
“#WhatsonGVTVnow”.!Doing!this!will!circulate!more!awareness!
throughout!students!in!an!informal!medium.!This!tactic!will!be!

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! 55!
initiated!throughout!the!entire!duration!of!the!GVTV!public!relations!
campaign.!
• Design!and!promote!a!GVTV!iPhone!application!to!stream!clips!and!
news!straight!to!students’!phones.!This!application!will!be!launched!
on!January!4,!2014!to!all!students!and!alumni!of!Grand!Valley.!
Allowing!both!students!and!alumni!will!help!not!only!to!increase!
awareness!of!the!station!but!to!create!a!positive!image!of!GVTV!as!a!
techAsavvy!and!trendy!student!organization.!!
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*
*

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*
Objective*3*
Increase!station!viewership!from!the!student!body,!both!undergraduate!and!alumni,!
by!40%!by!March!2014.!
! Strategy*
Get!students!and!alumni!involved!and!excited!about!participating!in!the!
station.!
Tactics*
• Embed!clips!and!previews!for!all!of!GVTV’s!programs!and!feature!
shows!to!Twitter!and!Facebook.!Tweeting!commercials!for!upcoming!
shows!on!Twitter!and!posting!the!same!commercials!to!a!GVTV!
Facebook!status!will!help!to!get!students!interacting!with!the!station!
online.!By!clicking!the!videos,!they!can!see!a!sneak!preview!to!a!GVTV!
show,!while!learning!more!about!how!to!watch!various!other!
programs!offered!and!when!the!shows!will!air!on!cable.!This!tactic!
will!be!initiated!weekly!throughout!the!whole!GVTV!campaign.!
• Create!a!press!release!or!newsletter!for!the!Grand!Valley!Magazine!
informing!alumni!about!the!benefits!of!watching!GVTV.!This!press!
release!will!be!sent!out!once!in!October!2013,!December!2013,!and!
once!in!February!and!March!2014.!By!doing!this,!the!station!will!
increase!the!possibility!of!alumni!watching!the!station’s!shows!online.!
This!press!release!will!be!a!feature!story!about!how!Grand!Valley!
alumni!can!connect!with!current!students!and!see!their!bodies!of!

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! 57!
work!through!entertaining!shows!on!YouTube!and!through!the!GVTV!
iPhone!app.!
• Host!a!‘Grand!Valley!Night!Live’!event!where!students!can!watch!the!
skits!live!as!they!are!being!recorded!for!airing.!This!event!is!akin!to!
Saturday!Night!Live!and!designed!to!highlight!the!GVTV!comedy!
program!Randomish!'The!event!will!include!free!concessions!and!will!
be!held!in!Kirkhof!Center!once!a!month!for!the!duration!of!the!
campaign.!‘Grand!Valley!Night!Live’!will!feature!three!GVTV!programs!
performed!by!GVTV!actors,!students,!and!popular!GVSU!figures.!The!
goal!of!this!tactic!is!to!gain!attendance!of!students!who!enjoy!comedy!
shows!and!begin!a!viewership!loyalty!to!the!station.!
• Provide!a!tour!of!Grand!Valley!Television!where!students!in!the!
organization!give!public!tours!of!the!station!where!the!show!airs!and!
explanations!on!how!the!network!operates.!This!tactic!will!be!
promoted!through!flyers!on!campus!and!will!occur!twice!a!month!for!
every!month!that!the!campaign!is!in!effect.!The!goal!of!the!tours!is!to!
show!students!the!organizations!transparency!in!operations!and!
production.!Allowing!students!into!the!studio!allows!for!viewers!to!get!
to!know!the!station,!and!the!organization,!better.!
• Create!a!promotional!competition!to!have!a!student!become!the!
newest!character!on!a!television!show!wherein!students!upload!their!
video!auditions!to!Twitter!with!the!hashAtag!#GVTVStar.!The!winner!

! ! ! !!
of!the!contest!will!be!announced!on!GVTV’s!homepage,!on!their!
Facebook!page,!on!the!GVTV!Twitter!account,!and!will!be!displayed!as!
a!banner!on!the!iPhone!app.!Additionally,!the!winner!will!receive!an!
incentive!prize!worth!$100.!In!doing!this,!the!hope!is!to!raise!
excitement!and!participation!in!the!actions!of!the!television!station.!!
This!tactic!will!run!from!November!2013!until!February!2014.!It!will!
be!in!effect!during!this!time!because!it!poses!the!greatest!possibility!of!
gaining!viewership!in!the!middle!of!the!campaign.!
!
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! 59!
Grand*Valley*Television*Campaign*Calendar*(201322014)*
!
!
These!tactics!will!be!released!once!and!will!run!24/7!for!the!duration!of!the!
campaign!indicated!!
!
!
! October*
2013*
November*
2013*
December*
2013*
January*
2014*
February*
2014*
March*
2014*
Press*
Release*
X* X* X* X* X* X*
Newsletter* X* * X* * X* X*
Banner*
Hanging*
* XXXXXXXX* XXXXXXXX* * * *
Webpage*
Re2Launch**
* XXXXXX* XXXXXXX* XXXXXX* XXXXXXX* XXXXX*
IPhone*App*
Release**
* * * XXXXX* XXXXXX* XXXXX*
GVNL*Event* X* X* X* X* X* X*
Meet*The*
Stars*Event*
X* * * * *
X*
*
T.*Haas*
Interview*
* * X* * * *
GVTV*
Student*
Tour*
XX* XX* XX* XX* XX* XX*
GVTV*Star*
Competition*
* XXXXXXXX* XXXXXXXX* XXXXXX* XXXXXXX* *
Dining*Hall*
Showings*
XXXXXXX* XXXXXXXX* XXXXXXXX* XXXXXX* XXXXXXX* XXXXXX*
Commercial*
&*Schedule*
Release*
XXXXXXX* XXXXXXXX* XXXXXXXX* XXXXXX* XXXXXXX* XXXXXX*
Evaluation* X* * XXXXXXXX* * * X*

! ! ! !!
!
GVTV*Campaign*Budget*
*
Tactic* Cost* Frequency* Total*
Press*Release* $0.00! !X6! $0.00!
Newsletter* $0.00! X4! $0.00!
Banner*Hanging*
*
(Glossy,*44”*roll)*
$58.08! X1! $116.16!
Webpage*
Redesign*
$0.00! X1! $0.00!
IPhone*App* ≈$500.00! X1! $500.00!
GVNL*Event* $50.00! X6! $300.00!
Meet*the*Stars*
Event*
$20.00! X2! $40.00!
President*T.*Haas*
Interview*
$0.00! X1! $0.00!
GVTV**Student*
Tour*
$20.00! X12! $240.00!
GVTV*Star*
Competition*
$100.00! X1! $100.00!
Total* ≈$628.08* 35*Promotional*
Trials*
$1296.16*
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! 61!
Evaluation*
! In!order!to!measure!if!the!major!benchmarks!for!the!objectives!of!the!Grand!
Valley!Television!campaign,!evaluation!must!be!performed!before,!during,!and!after!
the!campaign!has!been!implemented.!Primary!research!has!already!been!run!to!
establish!the!perception!of!GVTV!in!the!eyes!of!their!main!public,!the!Grand!Valley!
State!University!student!body.!Further!evaluation!will!be!implemented!in!early!
October,!2013!when!the!campaign!tactics!and!actions!begin!to!take!place.!This!will!
occur!at!this!time!to!reAevaluate!the!perception!of!GVTV!and!to!measure!any!changes!
in!opinion!and!attitude!since!the!original!student!body!polling.!This!evaluation!will!
be!done!in!the!form!of!a!survey.!
! The!next!evaluation!tactic!will!run!during!the!entire!month!of!December,!
2013.!This!examination!will!be!in!the!form!of!online!comments!or!suggestions!for!
further!improvement!on!the!GVTV!station.!A!comment!box!and!inquiry!statement!
will!be!posted!on!the!Grand!Valley!Television!webpage!but!will!be!promoted!to!
students!through!eAmail!so!as!to!stimulate!responses.!
! The!last!evaluative!measure!will!be!taken!in!March,!2014!as!the!GVTV!
campaign!comes!to!a!close.!This!will!be!administered!to!the!Grand!Valley!student!
body!and!alumni,!once!again,!through!a!survey.!The!survey!will!be!provided!online!
so!that!all!publics!targeted!by!the!campaign!can!access!it.!Additionally,!this!survey!
will!inquire!much!more!specific!information!about!the!operation!and!public!
attitudes!towards!Grand!Valley!Television.!The!overall!mission!of!this!survey!is!to!
determine!whether!viewership!has!increased!after!the!sixAmonth!period!in!which!
the!GVTV!campaign!is!in!action.!
!
!

! ! ! !!
!
!
!
Press*Release*
Refer'to'Page'60G61'
The!news!release!created!for!GVTV!was!designed!with!the!purpose!to!promote!another!
campaign!tactic.!The!release!announces!the!new!launching!of!the!Grand!Valley!Television!IPhone!
application.!It!identifies!that!date!of!release!for!the!IPhone!app!as!well!as!the!features!that!will!be!
available!to!Grand!Valley!students!who!use!it.!Additionally,!the!news!release!features!quotes!and!
anecdotes!from!directors!and!members!of!the!Grand!Valley!Television!Station.!The!release!will!be!sent!
out!in!December!of!2013,!just!a!month!before!the!launch!of!the!tactic.!The!hope!in!doing!this!is!to!raise!
awareness!of!this!feature!within!the!GVSU!student!body!while!creating!anticipation!for!the!event.'
!
GVTV*IPhone*App*
The!Grand!Valley!Television!IPhone!App!is!designed!to!stream!all!of!GVTV’s!entertaining!
programs!through!student’s!IPhone’s.!The!application!features!program!scheduling!paired!with!
exclusive!program!home!pages!that!feature!information!such!as!cast!biographies,!Webisodes,!and!
exclusive!IPhone!interviews.!By!launching!the!app,!the!desire!is!to!create!an!image!of!a!techAsavvy!
student!organization!that!can!connect!with!it’s!audiences!on!many!different!levels.!!
!

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! 63!
!
Grand*Valley*Night*Live*Program!
! The!final!campaign!tactic!is!that!Grand!Valley!Night!Live!program!that!
features!the!cast!list!and!itinerary!for!the!first!ever!liveAshow.!!This!document!serves!
as!both!a!promotional!piece!to!distribute!before!the!event!as!well!as!a!functional!
program!that!students!can!use!during!the!performances.!The!program!also!features!
graphics!that!introduce!that!cast!and!crew!of!GVTV!with!student!viewers.!In!doing!
this,!the!goal!is!to!familiarize!GVSU!students!with!the!GVTV!cast.!
!
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! ! ! !!
!
!
Grand Valley Television:
A Student Organization at Grand Valley
State University
!
FOR!IMMEDIATE!RELEASE!
December!12,!2013!
!
Contact:!Julia!Bradley,!Grand!Valley!Television!PR!Representative,!
Bradleju@mail.gvsu.edu,!(248)!918A8084!
!
!
Grand!Valley!Television!to!release!IPhone!app!to!student!body!
!
!
ALLENDALE,!Mich.!— The!new!year!is!proving!to!bring!a!lot!of!new!changes!to!the!
face!of!GVTV,!Grand!Valley!State’s!studentArun!television!station.!To!kick!off!2014,!
the!organization!will!introduce!its!new!IPhone!app!to!GVSU!students,!which!will!be!
up!and!running!by!January!4.!
!
“GVTV!is!moving!into!the!future!and!into!the!hands!of!students!all!over!west!
Michigan.!This!app!will!bring!fun,!free,!and!appropriate!entertainment!to!the!
students”!said!GVTV!station!manager!and!president!Mike!Rapin!“We!hope!to!change!
the!image!of!campus!television!from!boring!and!out!dated!to!techAsavvy!and!
endlessly!entertaining.”!
!
The!app!will!feature!interactive!technology!to!stream!videos!and!extras!through!the!
station’s!YouTube!channel.!Features!including!program!schedules,!actor!
biographies,!and!behindAtheAscenes!clips!will!also!be!provided!for!the!phones.!
Technical!Director!of!Grand!Valley!Television,!Tim!Lieber,!explains!that!the!apps!will!
be!free!to!all!students!without!the!need!for!logins!or!passwords.!!
!
GVTV!publicity!manager,!Jamie!Bartkowicz!said!“This!app!is!really!exciting!to!the!
new!face!of!GVTV.!Keeping!up!with!technology!is!important!these!days!and!by!
providing!our!same!internet!and!cable!shows!to!students!phones,!we!hope!to!!
!
GmoreG'
NEWS RELEASE

!
!
!
!
!
! 65!
1/Grand'Valley'Television/GVTV'IPhone'app'
!
increase!the!accessibility!of!GVTV!to!the!busy!students!who!can’t!catch!our!regularly!
scheduled!programming.”!
!
The!IPhone!app!is!the!latest!in!a!series!of!promotional!events!that!the!organization!
has!completed.!Other!noteworthy!events!GVTV!hosted!this!year!include!a!new!
website!launch!in!November,!the!introduction!of!Grand!Valley!Night!Live!(a!spinAoff!
of!Saturday!Night!Live)!in!October,!and!the!GVTV!student!tours!of!the!station!in!
Kirkhof!that!began!in!fall!semester.!The!station!hopes!it!will!be!able!to!promote!all!
the!talent!and!skills!that!the!students!who!develop!and!produce!the!shows!possess.!
!
!
!
!
!
For!more!information,!contact!the!Grand!Valley!Television!station!at!
grandvalleytv@gvsu.edu,!(616)!331A!GVTV!(4888).!
!
Sources:!Jamie!Bartkowicz,!bartkoja@mail.gvsu.edu,!(586)!725A0903!!
!!!!!!!!!!!!!!!!!Mike!Rapin,!rapinmi@mail.gvsu.edu!
!
!
GendG'
About!Grand!Valley!Television!
This!studentArun!organization!airs!on!Grand!
Valley’s!cable!channel!10!and!features!
students!acting!and!producing!in!a!variety!of!
television!shows.!The!station!additionally!airs!
shows!online!on!YouTube,!Twitter,!and!
Facebook.!The!GVTV!station!is!located!in!
room!0005!of!Kirkhof!Center!in!Allendale,!
Michigan.!The!public!can!learn!more!about!the!
station!by!attending!one!of!their!public!
meetings!held!Wednesdays!at!9:15!p.m.!in!
Lake!Ontario!Hall,!room!174.!
!

! ! ! !!
!
!
!!
GVToday
GameShow
LateShow
Commercials
webisodes
www.gvsu.edu/gvtv
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! ! ! !!
!
!
Blastfromthe
past:
ThisisGVTV’s
broadcastingstation
whenitbegan50
yearsago.The
channelhasbeen
educatingand
entertainingstudents
eversince!
TheGVTVStaff
StationManager&President:MikeRapin
ProgramManager&VicePresident:ReneRodriguez
ResourceManager:JeffPerry
FinancialManager:EricBrefka
TechnicalDirector:TimLieber
StationPublicityManager:JamieBartkowicz!
ASpecialThanksto:
ToLenO’Kelly,ourstation’sFacultyAdvisorwho
coordinatesandinstructsustomakegreattelevision.Tothe
eventsservicescenterhereatGrandValleyforallowingus
toputonthisshowtonight.Andtoallofoursupporting
fanswhocameouttowatchourliveshow!
GrandValleyTelevision
(616)331-GVTV(4888)
grandvalleytv@gmail.com
www.gvsu.edu/gvtv
GrandValleyNightLive
1110KirkhofCenter
10:00p.m.onFriday,October12,2013
GrandValleyTelevisionPresents:

!
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! 69!
!
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!
!
!
!
GrandValleyNightLiveMeettheStarsandCrew
Matt42drLiveat8:00p.m.
StarringDuncanMcCargarasMatt,aintroverted
studentwhodecidestoshedhisshywaysanddisplay
hislifeonavideoblog.
Supportingcastincludes:
ColinBeerensasRyan
BrianMurrayasSimon
BrynhildWeihiasJude
BriannaShahlyasNatalie
TheLakerLateShowLiveat9:00p.m.
ThishilariouslyentertainingtalkshowstarsKevin
McDanielandZavenMouradianastheyhostGrand
Valley’smostpopularandentertainingstudentsand
visitors.Tonight’sshowwillfeatureLouietheLaker
ashetalksaboutfans,sports,andthelifeofamascot.
Producedby:
StephanieChoriatis
ZavenMouradian
Randomish!Liveat10:00p.m.
ThisspoofonSaturdayNightLiveistheprogramof
thenighttosee!Featuring4-5comedyskitsfeaturing
actorsandstudentsatGrandValley.
Producedby:
ZanderRiggs
MeetpartoftheGVTV
executiveboardincluding
(fromlefttoright):Mike
Rapin,ReneRodriguez,Jeff
Perry,EricBrefka,Jamie
Bartkowicz,andBobby
Nielson
TheGVTVcrewatCampusLife2.0,thenamesareasfollows
(fromlefttoright):StephChoriatis,CodyGottschalk,BenPerry,
JamieBartkowicz,andChristinaChoriatis.
Asneakpeekintothe
studioduringthemaking
ofoneofGVTV’sshows,
LateNightwithZaven
Mouradian.

! ! ! !!
!
Introduction*
!
In!order!to!accurately!measure!the!success!of!Grand!Valley!Television’s!
presence!on!campus,!evaluation!must!be!performed!on!all!of!the!objectives!for!the!
public!relations!campaign.!Measurement!is!an!important!factor!before,!during,!and!
after!the!campaign.!For!this!specific!purpose,!these!evaluative!measures!should!be!
implemented!towards!the!end!of!the!campaign!in!order!to!measure!overall!
effectiveness!of!the!various!strategies!and!practices!proposed.!In!doing!so,!Grand!
Valley!Television!can!use!the!results!to!distinguish!what!actions!did,!or!did!not,!
work!in!reaching!the!campaign!objectives.!
!
Evaluation*of*Objective*1*
*
Raise!awareness!of!the!station!throughout!the!entire!Grand!Valley!State!
University!student!body!by!20%,!to!reach!78%!awareness,!by!March!2014.!
!
! !To!measure!the!success!of!this!objective,!an!online!poll!should!be!
administered!in!March!2014;!towards!the!end!of!the!campaign!actions.!The!poll!
should!require!basic!information!about!the!awareness!students!have!about!the!
station!as!well!as!the!knowledge!they!have!on!how!to!access!the!student!
organization’s!service.!!This!survey!can!be!administered!on!GVTV’s!website!and!

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! 71!
social!networking!sites!in!order!to!have!respondents!who!are!honest!and!
intrinsically!motivated!to!respond.!PreAcampaign!research!shows!that!only!58%!of!
students!at!Grand!Valley!know!about!GVTV!and!only!43%!know!how!to!access!it.!
With!this!evaluative!measure,!GVTV!will!be!able!to!recognize!how!the!campaign!
strategies!worked!to!better!the!familiarity!that!all!Grand!Valley!students!have!with!
the!station.!
!
Improve!the!Grand!Valley!Television!positive!attitudinal!disposition!of!the!
student!body!by!50%!by!March!2014.!
!
! A!general!analysis!of!how!students!view!and!perceive!GVTV!can!be!acquired!
through!surveying.!Administering!a!survey!to!students!who!follow!the!organization!
through!the!Internet,!and!specifically!on!social!media,!about!their!opinions!and!
criticism!on!the!station!can!greatly!show!the!general!image!of!GVTV!within!the!
Grand!Valley!student!body.!This!evaluative!measure!should!also!be!performed!
towards!the!end!of!the!campaign!as!well!as!consistently!throughout!the!duration.!By!
surveying!students!throughout!the!campaign!as!well!as!when!it!comes!to!a!close,!the!
responses!should!allow!the!station!to!illustrate!how!the!perception!of!the!station!
has!changed!throughout!the!public!relations!actions.!Plus,!by!having!this!evaluative!
measure!at!the!end!of!the!campaign!allows!for!the!data!collected!throughout!to!have!
a!comparative!measure!to!base!the!success!of!the!objective!upon.!

! ! ! !!
*
Increase!station!viewership!from!the!student!body,!both!undergraduate!and!
alumni,!by!40%!by!March!2014.!
!
! The!evaluative!measure!for!this!objective!should!yield!simple!yet!important!
information!about!the!success!of!the!campaign.!By!providing!the!station’s!programs!
online,!one!can!measure!the!viewership!through!video!viewing!counts!provided!by!
the!YouTube!channel!provider.!This!viewership!count!should!be!measured!before!as!
well!as!after!the!campaign!in!order!to!estimate!precisely!how!much!online!
viewership!has!increased.!Cable!viewership,!undoubtedly,!will!increase!simply!
because!the!tactics!illicit!that!the!cable!airings!of!the!station!be!run!regularly!
throughout!Grand!Valley’s!campus.!Nonetheless,!cable!viewership!will!be!harder!to!
appropriately!measure.!For!this!reason,!additionally!polling!should!be!run!towards!
to!end!of!the!campaign!in!order!to!evaluate!whether!more!students!began!watching!
GVTV!on!the!Grand!Valley!cable!network.!
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Front!Page!Cover!Graphic!
Terry'entertainment'inc.![Photograph].!(n.d.).!Retrieved!from!
http://www.terryentertainment.com/wpAcontent/uploads/2011/02/!
VideographyStudio_Medium.jpg!
!
Back!Page!Cover!Graphic!
[Grand!Valley!State!University's!Kirkhof!Center].!(n.d.).!Retrieved!from!
http://www.gvsu.edu/cms3/!assets/8D75A61EA920BAA470!A
F74EFFF5D49C6AC0/images/adaleAcampusAfallA2010_07.jpg!
!
Banner!Graphic!
Woodward'video'production![Photograph].!(n.d.).!Retrieved!from!
http://woodwardvideo.com/storage/iStock_000015336905Medium.jpg!
?__SQUARESPACE_CACHEVERSION=1335711973223!!
!
!
GVTV!Logo!
Grand'Valley'television![Photograph].!(n.d.).!Retrieved!from!
http://www.gvsu.edu/gvnow/files/photos/BD99AC54ABFDE!A28C4A
96791070AB945167.png!

!
Lights. Camera. Educate: A Public
Relations Initiative for Grand Valley
Television
Created!by!Julia!Bradley!
CAP!220:!Foundations!of!Pubic!Relations!
Winter!Semester,!2013!
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Public Relations Planbook: Grand Valley Television

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