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2016 PRSSA
Bateman Case Study
Competition
Samford University
PRSSA Bateman Team
Created by:
Emily Duval
Allie Haywood
Lauren Hutchens
Kathleen Sharp
Paige Shelby
Faculty Advisor:
Betsy Emmons,
Ph.D., APR

TABLE OF CONTENTS
A hero is valorous. A
hero is loyal. A hero
is brave. A hero is
dedicated. A hero
is fearless. A hero
is selfless. A hero is
strong. A hero is kind. A
hero is humble. A hero
is trustworthy. A hero is
selfless.Aheroisfaithful.
A hero is honorable.
A hero is a veteran. A
hero is a friend. A hero
is sacrificial. A hero
is valorous. A hero is
loyal. A hero is brave.
A hero is dedicated.
A hero is fearless. A
hero is selfless. A hero
is strong. A hero is
kind. A hero is humble.
A hero is trustworthy.
A hero is selfless. A
hero is faithful. A hero
is honorable. A hero
A hero is dedicated. A
hero is fearless. A hero
Executive Summary

About SVA
Situation Analysis
Research
Target Audiences
Messages of Iron Heroes
The Campaign
Goal, Objectives, Strategies and Tactics
Earned Media Summary
Social Media Summary
Conclusion
Appendix
1
1
2
3
3
4
4
4
7
8
8
9

A hero is someone who bravely enters the unknown, who looks beyond his or her individual needs to
serve the community. A hero is strong.
Student veterans embody the definition of a hero “from the front lines to the front row.” Whether
the unknown is a battlefield or a classroom, a student veteran has faced it with courage. Even after
serving our nation through the military, a student veteran continues to strive for a better community
by advancing his or her education. A student veteran displays strength physically, mentally and
emotionally.
Iron has been used throughout history for its strength in order to make items ranging from weaponry to
machinery. The world’s largest cast iron statue is the Vulcan, located in Birmingham, Ala. Birmingham
was founded for its proximity to raw materials like iron. The statue of Vulcan highlights the area’s
growing industrial abilities. Now, Vulcan symbolizes Birmingham’s strength and endless potential while
standing high over the city.
With this history and narrative in mind, the 2016 Samford University PRSSA Bateman team developed
the concept of “Iron Heroes” to give a voice to the local strong and heroic student veteran population in
Birmingham’s higher education community. The campaign encouraged and empowered student veterans
in Birmingham both on a campus and community level.
Since Samford did not have an official Student Veterans of America (SVA) chapter, our team partnered
with the existing veterans organization, the Campus Veterans Association. We were able to personally
connect with student veterans and their dependents as well as inform them about additional resources
and benefits provided by Student Veterans of America.
We also established relationships with five other institutions of higher education in Birmingham to
build awareness of student veterans and SVA: University of Alabama Birmingham, Southeastern Bible
College, University of Phoenix, Jefferson State Community College and Birmingham Southern College.
These institutions of higher education are likely to have a higher veteran population as community
colleges and public universities.
Throughout the month-long Iron Heroes campaign, our team successfully raised awareness of the SVA
and the Post 9/11 GI Bill benefits to over five million people. In addition, we mobilized the Birmingham
community to rethink their perception of student veterans.
Student Veterans of America was established in 2008 to assist service men and women returning from
the military in reaching their goals of obtaining a college degree. The SVA’s mission to provide veterans
with the resources they need is carried out by over 1,300 chapters on college campuses around the
globe.
SVA works directly with student veterans and corporate partners to accomplish its mission. Programs
that focus on student support, cultivating leadership and building a sustainable future for student
veterans are the cornerstones of what SVA does. Additionally, SVA tells the story of student veterans
and creates a network to keep members connected throughout their careers.
Executive Summary
About SVA

The Problem
The transition back into civilian life has never been easy for veterans. In an effort to ease this transition, the
Post 9/11 GI Bill was created in 2008 to provide financial support for veterans and their dependents. More
than one million veterans have entered higher education since the bill’s enactment. However, many veterans
and dependents are not fully aware of the benefits for which they qualify.
Additionally, numerous GI Bill recipients struggle to find a sense of community on college campuses.
Veterans are different from the traditional student: many are older and face difficulties, including emotional
or physical trauma or the pressure of supporting a family. These difficulties complicate efforts to pursue
higher education and make it challenging for veterans to relate to other students.
In Birmingham, there are nearly 14,000 veterans. Many of these veterans have not finished college, and the
unemployment rate of the veteran population in Birmingham is over double the national average. Although
there are numerous veterans returning to school, less than 35 percent of college students in Birmingham
knew any veterans at their school before our campaign.
During our research, we found that the Student Veterans of America has had inconsistent branding across
the nation. Certain SVA chapters at various schools have different names for their organizations even
though they are affliated with SVA. Specifically, at Samford there was no official SVA chapter to partner
with but a local organization called Campus Veterans Association.
The Opportunity
Because there was no official SVA chapter at Samford, we had the opportunity to start one. Our team
partnered with the existing Campus Veterans Association, which had just been founded in 2014. Since this
organization was in its beginning stages and not yet recognized on campus, we were able to encourage the
CVA president to consider applying to become an official Student Veterans of America chapter.
Additionally, Iron Heroes launched at a pivotal moment on Samford’s campus. Beginning Summer 2016,
Samford’s Ida V. Moffett School of Nursing will introduce a program designed to prepare veterans pursuing
nursing careers, using a million-dollar grant from the U.S. Department of Health and Human Services. The
increased awareness among students and faculty as well as the foundation of camaraderie among veterans
on campus resulting from our campaign has provided an inviting community for the influx of future student
veterans.
Birmingham is an area full of diversity in higher education, which gave us the opportunity to reach a range
of student veterans with a variety of institutional preferences and needs. Birmingham offers an array of
institutions from trade schools to private universities, which gave us a broad platform in our community-wide
campaign.
Situation Analysis
{ }“I think veterans are one of the most
under represented populations in our
country and I don’t think they get nearly
the amount of respect they deserve when
they come home.”
- Samford student

In order to understand the demographics and issues involving student veterans, we researched scholarly
articles, reports, social media analyses and census data to provide us with comprehensive insight.
Veterans in Birmingham
Of the nearly 14,000 veterans in Birmingham, over 28 percent have finished only high school and roughly
44 percent have finished some college or have an associate’s degree. Less than 20 percent have received
a bachelor’s degree or higher.
Likely related to its education statistics, the veteran population also suffers from a high unemployment rate.
Over 13 percent of veterans in Birmingham are unemployed, compared to only 5.8 percent of the general
population in Alabama and the national unemployment rate of 4.9 percent.
Transition for Veterans
Our research indicated that the most difficult aspect of being a student veteran is the transition from serving
back into society. Many factors contribute to the difficulty of this transition: psychological symptoms,
obtaining GI Bill benefits, support from the college community, connecting with the college community and
making sure GI Bill benefits are used effectively.
Social Media Presence
Social media is an excellent platform for raising awareness, especially on college campuses. Our
communication audit of Samford’s Campus Veterans Association revealed that the organization did not
have a presence on social media except for a private Facebook group. However, the national Student
Veterans of America has active accounts on Facebook, Twitter and Instagram to engage its audiences,
raise awareness and share pertinent information about its services.
We conducted a opening survey and interviews at the beginning of our campaign, a focus group and an
observational analysis study during our campaign. To gain more insight into the Birmingham community,
we facilitated twenty in-depth interviews. We conducted a closing survey and interviews to determine
campaign success.
Need for Student Veteran and Dependent Awareness of SVA and GI Bill
Our primary research indicated a strong need for student veteran and dependent awareness of SVA and
the Post 9/11 GI Bill. Twenty percent of student veterans said they were aware of some of the benefits
provided by the GI Bill, seven percent were not aware and 73 percent of student veterans said that they
were aware.
Need for Birmingham Community Awareness of Student Veterans
Our primary research also revealed that the Birmingham community did not fully understand the
perspective of student veterans. An overwhelming majority, 80 percent, had not heard of SVA. While 61
percent of students have heard of the GI Bill, only 23 percent knew specifics of the bill. There was also a
need to accurately establish the narrative of who a veteran is.
The primary target audiences for our campaign are Post 9/11 GI Bill recipients, veterans, service members
and family members who have benefited from the Post 9/11 GI Bill. The secondary target audiences are
employers, higher education institutions, veterans’ service agencies, legislation and the greater Birmingham
community.
Secondary Research
Primary Research
Target Audiences

Educate Student Veterans
The Post 9/11 GI Bill is a fundamental component to veteran education.
Educate Birmingham
Iron Heroes seeks to educate area universities, employers and families.
Connect
Iron Heroes works to break down the barrier between student veterans and their peers and build
awareness in the Birmingham community.
Our research showed that the Birmingham area both within higher education institutions and the
general community had a lack of knowledge of Student Veterans of America and the benefits available
to veterans returning to school. In an attempt to raise awareness of the organization and facilitate
the conversation, we partnered with Teams for Troops, United States Tennis Association (UTSA), Air
Force Reserve Officer Training Course (AFROTC) Detachment 012, Samford Athletics, Samford’s Public
Relations Student Society of America (PRSSA) chapter and other universities in the Birmingham area.
These strategic partnerships allowed Iron Heroes to engage the community and Birmingham area
universities and colleges with local student veterans and dependents as well as spread information about
the benefits available to them.
The “wounded veteran” perception appeared prevalent. Therefore, we accurately portrayed veterans
by filming and posting a video of student veterans and the fiancé of an AFROTC member who has
committed to the Air Force after he graduates. The strategy of a correct portrayal of veterans was
a priority of our campaign; however, addressing the struggles of veterans was also important. Our
observational analysis study was conducted during the CVA’s monthly meeting in February on the topic
of Veteran Treatment Courts.
The goal of Iron Heroes is to increase awareness of Student Veterans of America (SVA) and the
benefits of the GI Bill available to veterans and their dependents. Iron Heroes also aims to gain
campus wide awareness of the Samford University Campus Veterans Association (CVA) and
increase awareness at other Birmingham higher education institutions.
Objective 1: Increase target audience’s awareness of Student Veterans of America and student
veterans in the Birmingham area by 20 percent by March 15, 2016.
Strategy 1: Address perceptions by providing a platform for student veteran voices.
Rationale: When interviewing the president of Samford’s CVA, we discovered that
veterans often feel unsupported and misunderstood on college campuses. Several
scholarly articles detailed the importance of supportive campus peers and institutional
structures for student veteran success. One qualitative study found that veterans value
representation in the student body. However, our survey results showed that less than 35
percent of college students in Birmingham knew any veterans at their schools. We see
a clear need for a platform for student veterans to introduce themselves and address
misconceptions.
Target AudiencesKey Messages of Iron Heroes
The Campaign
Goal, Objectives, Strategies & Tactics

Tactic 1: Spotlight stories from various student veterans and dependents on social media.
Tactic 2: Bring in a guest speaker at the Iron Heroes Challenge event to address the
importance of community engagement with student veterans and encourage support for
student veterans.
Tactic 3: Create a video featuring student veteran stories as well as highlighting student
perceptions of what a hero is and what defines a veteran.
Tactic 4: Hold a Twitter contest in conjunction with video promotion to further its impact.
Tactic 5: Connect Samford’s CVA chapter with the SGA president in order for the chapter to
become an officially recognized campus organization. This will broaden the scope of CVA’s
platform and provide useful resources.
Tactic 6: Partner with Samford’s Career Development Center to provide free headshots for
student veterans at a Networking Expo. This event will help veterans communicate with
potential employers in a professional setting.
Strategy 2: Engage the local community with student veterans.
Rationale: Our primary research revealed that only 15 percent of the Birmingham community has
heard of SVA. According to our secondary research, community collaboration can have an extremely
positive impact on a veteran’s transition. However, among Post 9/11 veterans, 84 percent report that
the public does not understand the problems they face, and 71 percent of the general public agrees.
Therefore, there is an opportunity for us to bridge the gap between student veterans and Birmingham
community members.
Tactic 1: Host a Yellow Ribbon Event to distribute yellow ribbons to students. This will be a
tangible way to raise awareness for our campaign and encourage students to show their
support.
Tactic 2: Honor student veterans at the SU vs. UNCG Men’s
Basketball game.
Tactic 3: Provide informational materials at a table at the SU vs. UAB Baseball game.
Tactic 4: Host a community field day event at Veterans Park to connect student veterans with
local residents.
Tactic 5: Host a March Madness event in partnership with Teams for Troops, a local nonprofit
that sends care packages to deployed military personnel. This will also enable our campaign
to reach additional community members.
Tactic 6: Allow community members to “meet” GI Bill recipients through social media spot-
lights in order to personify our campaign.
Tactic 7: Share the video we create on social media so that Birmingham residents and students
can see a more personal side of student veterans and dependents.
Tactic 8: Distribute press releases about our events to local media event calendars in order to
reach a wider audience in the community.
Tactic 9: Create fliers and posters to display in local coffee shops, restaurants and universities.
Tactic 10: Distribute fact sheet to faculty, staff and administration at Birmingham colleges and
universities.
Strategy 3: Involve government officials in the education of student veteran issues.
Rationale: Since government officials are influential and have the power to enact policy change, they
are crucial stakeholders.
Tactic 1: Send letters to government officials with information about SVA to increase their
awareness and encourage them to consider the veteran population in policy decisions.
Tactic 2: Reach out to Alabama State Senator Phil Williams to see if he would be interested in
speaking at an event since he is also a veteran himself.
Tactic 3: Develop a relationship with Judge John Carroll, former dean and current law
professor at Samford’s Cumberland School of Law, in order to partner for future events to
integrate student veterans into the community. Judge Carroll previously served as a federal
trial judge and also served in the military as a Marine Flight Officer during the Vietnam
War. Now, he is the faculty advisor for Samford’s CVA and a beneficial resource for student
veterans at Samford.

Objective 1 Evaluation: Exceeded!
There was very little awareness of Student Veterans of America prior to the Iron Heroes campaign.
Awareness of Student Veterans of America increased by 32 percent, which exceeded our objective by 12
percent.
Objective 2: Increase knowledge of the GI Bill benefits among student veterans and dependents by 20
percent by March 15, 2016.
Strategy 1: Utilize online platforms to spread our key messages.
Rationale: Of the veterans who took our survey, 7 percent said they were not aware of the GI Bill
benefits and 20 percent said they were only aware of some of them. In our survey, veterans also
expressed the difficulty of understanding the bill. The Internet is a tool that we could use to share the
knowledge we have gained from our research and to direct student veterans and dependents to useful
resources.
Tactic 1: Design graphics with facts to share on social media with the hashtag
#MoreYouKnowMonday. This is a creative way to start off each week’s social media posts with
educational insight.
Tactic 2: Share helpful articles on social media that we found while conducting research. Also,
retweet relevant and interesting links from influential Twitter accounts that we follow.
Tactic 3: Connect student veterans to online resources through social media and informational
materials.
Tactic 4: Test student veterans’ knowledge of GI Bill statistics through Twitter polls. This will
inform our primary audience through interactive content.
Strategy 2: Share information through face-to-face interaction.
Rationale: While the internet has transformed the way we interact, the benefits of in-person
communication should not be ignored. Our research noted that face-to-face correspondence adds a
personal touch, setting a foundation for trust. Conveying our authenticity and genuine compassion for
student veterans is important and can be done best in person.
Tactic 1: Make the handouts provided by SVA available to student veterans and dependents.
Be approachable when distributing materials and answer any questions they may have.
Tactic 2: Attend February CVA meeting and connect with members.
Tactic 3: Visit Birmingham area universities to personally distribute fact
sheets.
Tactic 4: Develop a relationship with Samford’s AFROTC Detachment 012 by attending a
meeting and inviting them to partner with Iron Heroes at an athletic event. Involving AFROTC is
important since many of them may qualify for GI Bill benefits in the near future.
Before Iron Heroes launched, 73 percent of student veterans surveyed said that they were aware of the GI
Bill benefits available to them. After the implementation of our campaign, 100 percent of student veterans
surveyed were aware of the GI Bill benefits available to them. This demonstrates an increase of 27 percent,
exceeding our objective by 7 percent. This was the maximum amount of increase possible. Throughout our
campaign, student veterans expressed their gratitude to us for sharing useful information about the Post 9/11
GI Bill.
Objective 3: Achieve 1,000,000 impressions through social media and earned media by March 15, 2016.
Strategy 1: Drive our primary and secondary audiences to our social media accounts.
Rationale: Secondary research revealed how widely accessible our audiences are on social media: 95
percent of students have a Facebook account and over 70 percent also have accounts on Twitter and
Instagram. This high percentage is not limited to students, either; nearly three-fourths of online adults
use social networking sites.
Tactic 1: Follow social media accounts of student veterans, influential faculty members and
students in Birmingham as well as government officials, veterans organizations and news
sources in order to create a social media presence and encourage follow back.
Tactic 2: Design and distribute informational materials with links to our social media channels

Campus: The Belltower, WVSU Radio, The Samford News Network, “The Monday Morning Memo,”
Campus Connection and The Crimson featured Iron Heroes. The e-newsletters, public service
announcements, articles and video shared through these outlets had the potential to reach 52,280 people.
Local: The press release announcing the Iron Heroes Challenge, our main community field day event, was
published in local newspapers and online event calendars, including Birmingham365, BirmINgham, Weld
for Birmingham, Eventful, The Hoover Sun, The Homewood Star and 280 Living. Among all outlets, our press
release impression reach was 164,700 people.
Birmingham’s ABC 33/40 and WBRC Fox 6 networks ran features on Iron Heroes, highlighting the Iron
Heroes Challenge. Several news sources published the online version of Fox 6’s story and video on their
own websites, including the Sun Times Network in Birmingham, Ala., NBC-affiliate WSFA 12 in Montgomery,
Ala., and WTVM ABC 9 in Columbus, Ga. These stories had an impression reach of 4,080,477 individuals.
National: The Fox 6 story was published on Veterans Today Jobs, an independent news and information
service for U.S. veterans seeking jobs. This website has a national audience and functions as part of the
Veterans Today Network, a confederation of independent websites serving over 800,000 visitors each
month.
Based on monthly site visits, circulation rates and social shares, overall, our campaign had the potential to
reach over 5,097,457 people and earned $2,355 in public relations value from its television presence.
Tactic 3: Send emails to departments on campus with links to our accounts to further
awareness.
Tactic 4: Host social media contests to encourage Iron Heroes mentions across influential
personal accounts.
Tactic 5: Adopt the hashtag #IronHeroes in order to centralize engagement and interactions.
Strategy 2: Engage the community on campus and local levels through earned media.
Rationale: Media outlets have a large audience reach. Earned media also carries inherent credibility.
Tactic 1: Write press releases for the announcement of our campaign and for all major events.
Tactic 2: Pitch press releases to campus and local media outlets after researching which
journalists would be interested in covering Iron Heroes.
Tactic 3: Pitch press releases to local media’s online event calendars.
Tactic 4: Pitch press releases of major events to television stations on the morning of the event.
Throughout our campaign our impression was an estimated 5,325,742 people through a combination of
social and earned media, exceeding our objective by 432 percent. Local media coverage of our Iron Heroes
Challenge field day event added significantly to this. Journalists told us they appreciated that we sent
the press release again the morning of the event and that we followed up by calling the newsroom. One
journalist also said she found our information on one of the online event calendars.
Earned Media Summary
{ }
“We have a lot to offer and there are many
veterans issues that need to be addressed,
but thanks to the Iron Heroes campaign,
everyday citizens are able to acknowledge
our affairs and achievements.”
- Jordan Thompson, President of Samford CVA

Our campaign specifically chose to utilize Facebook, Instagram and Twitter to strategically communicate with
our target audiences.
Twitter is a great way to reach community members as well as journalists. Facebook is the most widely used
social media based on its user size and is able to attract higher awareness levels. Instagram is one of the most
popular forms of social media among college students, which is a large part of our target demographic.
Iron Heroes hosted two social media contests during the duration of the campaign in order to spread
awareness and facilitate conversations. The Iron Heroes Facebook page gained 133 likes and a reach of
10,819, with 3,399 resulting in active engagements. The Iron Heroes Twitter had 83 followers with 53 tweets
and originated 4,399 impressions, and retweets increased that number to 228,285 impressions. The Iron
Heroes Instagram account gained 371 followers over the course of the month-long campaign. With 23 posts
totaling 537 likes, Iron Heroes had an average of 24 likes per picture.
The Campus Veterans Association had a private Facebook group already established. After meeting with
the CVA president, Jordan Thompson, we created Instagram and Twitter handles for present and future use
and changed the Facebook page to a public account for ease of interaction. Our team provided materials to
post and worked in conjunction with their leadership team to connect members with the community through
social media. In addition to providing starter posts to the CVA leadership, our team further explained how to
effectively use social media to distribute its message effectively to their members and potential members.
The Iron Heroes campaign provided broad awareness to the Birmingham community through messages
about Student Veterans of America (SVA), the Post 9/11 GI Bill and opportunities for our target audiences
to get involved with student veteran affairs. Our various events and partnerships encouraged community
members to share and support the mission of Iron Heroes and start a dialogue about the importance of
student veterans and the contributions they make to our Iron City.
Impact
Iron Heroes localized a national issue and made it relatable and relevant to our community. Iron Heroes
provided resources and opportunities for the community to take action towards proper portrayal of student
veterans, supporting student veterans during their transition and independently increasing awareness after
the campaign ended. Iron Heroes encouraged the Birmingham community to put their student veterans first,
“from the front lines to the front row.”
Sustainability
Samford’s CVA chapter has been encouraged by Iron Heroes and is currently in the process of making
improvements to its chapter by taking steps toward becoming an SVA chapter. The chapter is also pushing
early registration for student veterans in order to meet the unique needs of student veterans through
receiving the classes they need in order to take full advantage of their GI Bill benefits.
Students in the Birmingham area have also expressed interest in continuing the conversation of what a
hero is and the importance of supporting student veterans. Through our “A Hero Is…” video, students have
become more aware of student veterans in the Birmingham area and have taken steps to make intentional
relationships with those student veterans.
Social Media Summary
Conclusion

A hero is valorous. A
hero is loyal. A hero
is brave. A hero is
dedicated. A hero
is fearless. A hero
Timeline
Budget Breakdown
Secondary Research
Primary Research
Media Reach
Earned Media
Map of Events
Events
Communication
Our Relationship with SVA and CVA
Recommendations for the Future
Meet the Team
9
10
11
12
18
31
39
40
46
57
57
60
APPENDIX TABLE OF CONTENTS

November December
February
March April
Conducted secondary research
17 Met with Jordan Thompson, president of
Samford University CVA
3 SVA and PRSSA conference call
8 Presented research to Samford JMC
department
14 Logo and campaign name brainstorming
session
17 Rough draft of survey sent for edits
26 Met with Jordan Thompson to discuss the
process of Samford CVA becoming an SVA
chapter. Also discussed partnering with his
nonprofit, Teams for Troops, for our March
Madness event
1 Visited Birmingham universities and
colleges to pass out informational handouts
about Iron Heroes, SVA, the Post 9/11 GI
Bill and how to start an SVA chapter and
partnered with the Samford Baseball game
vs. UAB for a game honoring veterans
5 Iron Heroes Challenge event
1 Sent plan book copy for edits
4-5 Made final edits to the plan book
6 Sent campaign plan book to New
York
28 Sent opening survey out
29 Contacted Samford Athletics Marketing
Director Benson Orcutt and Marketing
Coordinator Jordan Johnson
8 Four complete copies of plan book
due
Conducted secondary research
13 March Madness event
14 Released “A Hero Is...” video
15 Last day of campaign
16 Sent closing survey out
17-31 Created copy and design for
plan book
January
11 Attended Samford CVA Febraury
meeting on Veterans Treatment Courts
15 Campaign kickoff and social
media launch
16 Yellow Ribbon Event
18 Partnered with Samford Men’s
Basketball and AFROTC to honor
veterans at the basketball game
22 Sent faculty and staff fact sheet to
all area universities
24 Partnered with Samford’s PRSSA
chapter at the Samford Networking
Expo
Timeline

In-Kind Donations
Allocated = $1,000
Spent = $995.98
Saved = $4.02
In-Kind Donation Expenses
Item
Ribbon
Walmart run
Safety pins (200 ct)
Safety pins (80 ct)
Yellow balloons
Red table cloths
Ribbon for balloons
Safety pins
Pizza
Printing
Printing SGA posters
Chipotle Gift Cards
Stamps
Envelopes
Steel City Pops (3)
Boosting “A Hero Is...” video
on Facebook
Amount
$10.70
$13.71
$2.67
$117.51
$19.09
$5.99
$30.00
$5.39
$0.40
$9.00
$30.00
Cash Expenditures
Item
“Iron Heroes” logo and
graphic package, created
by Samford University alum:
Scott Simpson
Yellowhammer Creative
donations
Heart of Dixie tote
Birmingham poster
Original Bham donations
Original Bham tote
Original Bham tshirt
Koozies (8)
Stickers (10)
St. Paul and the Broken
Bones
Signed record
CD
Signed poster
Sodexo Cookies
Baseball tickets (10)
Men’s Basketball tickets (12)
Music license for Video,
Horizons by Justin
Amundrud, music producer
STYLE Advertising Metro
Monitor
Printing plan books
Shipping plan books
Amount
$200.00
$20.00
$96.00
$72.98
$25.00
$40.00
$96.00
$96.00
$100.00
$200.00
$50.00
Summary
Cash Expenditures
Allocated = $300.00
Spent = $244.46
Saved = $55.54
81.5% of $300 used
99.6% of $1,000 used
Cash Expenditures
In-Kind Donations
Budget Breakdown

Insight and Findings
According to recent census data and research, the breakdown of race among the 13,453 veterans in
Birmingham, Ala., is: 24.8 percent Caucasian, 73.9 percent African American, 0.6 percent American
Indian and Alaska Native, 0.7 percent Hispanic or Latino, 0.4 percent mixed race and 0.4 percent other
race. Along with the racial breakdown, 92.7 percent are male and 7.7 percent are female, and the
primary age breakdown comes to: 7 percent 18 to 34 years old, 28.8 percent 35 to 54 years old, 30
percent 55 to 64 years old, 16.6 percent 65 to 74 years old and 17.6 percent 75 years old and over.
Amid Birmingham veterans, 8.8 percent are Gulf War (9/2001 or later) veterans and thus in the
demographic for receiving Post 9/11 GI Bill benefits. Specifically at Samford, there are about one
hundred GI Bill recipients, comprising roughly three percent of the student population.
Birmingham is an area full of diversity in higher education. Outside of Samford, other Birmingham
colleges and universities collectively have a larger veteran population, which is why we chose to include
other universities in our target demographic. Birmingham offers an array of institutions from trade schools
to private universities.
Veterans are often older than traditional students and can feel unsupported and misunderstood on college
campuses. Several studies detailed the importance of supportive campus peers and institutional structures.
There is a need for professionals and offices that understand student veterans’ unique concerns as well as
specific campus policies that address the issues student veterans face. Community collaboration can also
help facilitate a smooth transition for veterans. However, among Post 9/11 veterans, 84 percent report
that the public does not understand the problems they face, and 71 percent of the general public agrees.
An excellent method of communicating these issues to a large audience is social media. About 95 percent
of students have a Facebook account and over 70 percent also have accounts on Twitter and Instagram.
This high percentage is not limited to students, either; nearly three-fourths of online adults use social
networking sites. Earning media is also important, because it holds more weight and credibility among
the public, since the media outlet acts as a filter. However, there is still considerable value in face-to-face
communication. It adds a personal touch, setting a foundation for trust.
Sources for Secondary Research
http://factfinder.census.gov/faces/tableservices/jsf/pages/productview.xhtml?src=CF
http://www.collegefactual.com/colleges/samford-university/student-life/veterans/
http://vets.syr.edu/wp-content/uploads/2015/01/Griffin-2015-Research-Brief1.pdf
http://chronicle.com/weekly/v54/i46/46a00101.htm
http://alx.sagepub.com/content/early/2015/04/24/1045159515583813.full.pdf
https://www.units.miamioh.edu/celt/resources/strategies_documents/veterans_suicide.pdf
http://www.pewinternet.org/fact-sheets/social-networking-fact-sheet/
http://studybreakscollegemedia.com/2014/social-media-statistics-how-college-students-are-using-social-
networking/
http://www.trafficsafetymarketing.gov/TOOLS/Media/Earned/Why+Earned+Media+is+Important
http://www.ashtoncollege.ca/the-importance-of-face-to-face-communication/
Secondary Research

Opening Survey Justification
Demographic questions included:
· Do you currently reside, attend school or work in the Birmingham area?
· Gender
· Age
· Ethnicity
· Region
· Relationship Status
· Choose the answer that describes you. Student Veteran, Veteran, Student, Faculty or Employee,
Community member, if none of the above apply
To see if target audiences are being represented.
How do you determine if a person is a veteran? What is your definition of a veteran in the terms of some-
one who has committed to serving the United States.
To analyze current perceptions among target audiences.
Student veterans -- How many years did you serve for the United States?
To analyze characteristics of the primary target audience.
Student veterans -- Have you ever heard of the organization Student Veterans of America, SVA?
To measure the primary target audience’s awareness.
Student veterans -- What has been the hardest part of transitioning from serving to being a student veter-
an?
To see if the challenges faced by local student veterans are consistent with those studied in secondary
research.
Student veterans -- Are you aware of the GI Bill Benefits available to you as a student veteran?
Student veterans -- What aspect of the GI Bill benefits are the most helpful to you as a student veteran?
To gauge the primary target audience’s opinion of the GI Bill.
Student veterans -- Are you aware of the Yellow Ribbon Program?
Student veterans -- Have you made use of the additional scholarship that is offered by the Yellow Ribbon
Program?
To see whether the primary target audience is taking full advantage of the benefits available to them.
Student veterans -- Do you feel support from faculty, employees and students in the classroom and at
school?
To determine whether local student veterans feel included on their college campuses.
Student veterans -- Please add anything that you think would be beneficial and successful when trying to
reach out.
To give student veterans an open question so that we can ensure we are acknowledging all of their
needs.
Students -- Are there student veterans at your school? Please answer to the best of your ability.
To measure the secondary target audience’s awareness.
Primary Research

Have you met any student veterans at your school?
Have you heard of the organization Student Veterans of America?
Have you heard of the Post 9/11 GI Bill?
Do you know specifics about the Post 9/11 GI Bill?
To test the secondary target audience’s knowledge.
Please select one option that best describes your opinion on the following statements.
Student veterans face different challenges than other students
Student veterans face different challenges than other veterans
There is a strong student veteran presence on my campus
Student veterans are just as capable as other students
Student’s at my school don’t have a strong sense of what a student veteran is
To analyze the secondary target audience’s perception of student veterans.
Faculty -- Are you made aware if you have a student veteran in one of your classes?
Faculty -- Are you aware of the benefits available to student veterans through the GI Bill?
Faculty -- Is there a strong student veteran population where you work?
Please select one option that best describes your opinion on the following statements.
It would be beneficial to be trained on how to handle student veteran specific situations that could
occur in the classroom or on campus
I am aware of the unique needs of student veterans
I believe student veterans are just as capable as other students
I believe student veterans are just as smart as other students
If I have a student veteran in class or encounter one on campus I go above and beyond to make sure
their needs are met
There are significant advantages to having student veterans in class due to their maturity, work ethic
and respectfulness.
To gauge the secondary target audience’s perception and measure the opportunity to increase awareness
and knowledge.
Opening Survey Quantitative Results

Closing Survey Justification
Do you currently reside, attend school or work in the Birmingham area?
To ensure we are reaching the correct demographic.
What is your definition of a veteran and who would you classify as a veteran?
To determine the effectiveness of communication.
Have you heard of Student Veterans of America, or SVA?
To see if awareness has increased.
Student veterans -- are you aware of the GI Bill Benefits available to you as a student veteran?
Student veterans -- are you aware of the Yellow Ribbon Program?
All -- Finish this sentence: “A Hero Is…”
To evaluate perceptions after our campaign’s influence.
Closing Survey Quantitative Results

Results Comparison
Opening Survey Closing Survey
No: 74 responses, 80%
Maybe: 5 responses, 5%
Yes: 14 responses, 15%
No: 53 responses, 53%
No: 1 response, 7%
Some: 3 responses, 20%
No: 0 responses, 0%

Observational Analysis Study
The Samford University Campus Veterans Association invited the campaign team to its February meeting on
the topic of Veteran Treatment Courts.
We were able to more fully understand that student veterans, and veterans in general, have different
needs than other civilians. Student veterans’ transition back into civilian life is impacted by the previous, or
continuous, service for the United States, which calls for a different approach to situations. In the case of
Veteran Treatment Courts, it is important to understand veterans’ situations of essentially adapting from one
extreme culture and lifestyle back into civilization. We learned that 25 to 45 percent of veterans deployed
out of Iraq or Afghanistan have developed post-traumatic stress disorder (PTSD) or traumatic brain injury
(TBI). That is roughly one million people! Locally, 10 to 18 thousand veterans are experiencing PTSD or
TBI in Alabama. Veteran Treatment Courts allow veterans to seek help through a mentor who can provide
guidance.
The most disturbing take-away from this study was when one of the speakers, a veteran, said, “It was very
difficult to get the benefits owed to me.”
This study allowed us to further explore the impact our messages could potentially have.
Survey Confidence and Limitations
With 273 completed opening responses, our survey had a 5.93 percent margin of error and a confidence
level of 95 percent.
Using Birmingham’s estimated population of 212,113, the recommended sample size was 384. However,
since our main target audiences were specific to college campuses, a sample size of 273 was more than
sufficient to represent this portion of Birmingham’s population.
While there is significant difference in sample size between the opening and closing surveys as a result of
time limitation, the overall discovery of an increase of awareness and support of the Student Veterans of
America is indisputable. Although results may have changed slightly with a larger sample size for the closing
survey, we feel the general response would have remained the same.
Insight and Findings
Surveys:
There was virtually no awareness of the Student Veterans of America within the Birmingham community prior
to the Iron Heroes campaign.
Students and faculty in Birmingham value student veterans and would therefore be open to supporting SVA
and encouraging veterans in their transition.
Awareness of SVA among the Birmingham community and awareness of GI Bill benefits among student
veterans was increased.
Interviews:
“Civilians have a very different mindset from the Armed Forces. It can be hard to find a sense of purpose
outside of the military.” - A student veteran
“I am still active with the Reserves. The hardest part is working with military to give you enough room and
freedom from duties to concentrate on your studies.” - A student veteran
“Student veterans have a lot to offer, yet there are a lot of stereotypes perpetuated by the media regarding
student veterans. We aren’t all injured, we aren’t all intimidating or have PTSD. Though service is important,
a lot of veterans should be recognized for their accomplishments outside of the military world.” - President of
Samford’s Campus Veterans Association

“At a community college I taught at, veterans banded together as they studied. Here at Samford, I don’t
notice veterans hanging out together, but maybe that is because the school is much larger.” - A Samford
University employee
“I know there probably must be veterans at my school, but I have never met one personally.” - A Samford
University student
Take-aways:
Student veterans in the Birmingham area feel disconnected from the community during their transition back
into civilian life. They also do not feel they are being perceived accurately.
Student veterans face different challenges than the traditional college student.
Student veterans do not have a strong visible presence at Samford University.
Social Media
Our campaign specifically chose to utilize Facebook, Instagram and Twitter to strategically communicate
with our target audiences. Iron Heroes hosted two social media contests during the duration of the
campaign in order to spread awareness and facilitate conversations. The Iron Heroes Facebook page
gained 133 likes and a reach of 10,819, with 3,399 resulting in active engagements. The Iron Heroes
Twitter had 83 followers with 53 tweets. The Twitter account originated 4,399 impressions and retweets
increased that number to 228,285 impressions. The Iron Heroes Instagram account gained 371 followers
over the course of the month-long campaign. With 23 posts totaling 537 likes, Iron Heroes had an average
of 24 likes per picture.
Facebook
133
Likes
10,819
Impressions
3,399
Active
Engagments
19earned
media
spots
Twitter
220,000 + impressions 83followers 100+link clicks
Instagram
371 followers
537 total likes
Average of 24
likes per
picture
240,000
Social Media Impressions
@abc3340 116K followers
@stacyhyatt 12.4K followers
@studentvetvets 11K followers
@mikesmith8026 5,265 followers
@senphilwilliams 2,638 followers
} influential retweeters
Media Reach

Alternative Marketing
During our campaign Iron Heroes held two social media contests to promote our accounts and our “A
Hero Is…” video. The first contest worked in conjunction with the tangible yellow ribbons, which were
distributed at our yellow ribbon event at the start of the campaign. People were encouraged to follow
our accounts and post a photo showing how they wear their yellow ribbon using #IronHeroes.
Our second social media contest promoted our “A Hero Is...” video. This video featured eight students
and faculty sharing their opinions on what makes a hero. Three student veterans from our college
campus also shared their experiences and stories of the difficulties they have faced transitioning back to
school.
Iron Heroes partnered with various organizations throughout the campaign in order to reach all target
demographics and increase overall awareness. This was accomplished by partnering with Samford
Athletics, Teams for Troops, USTA, Samford’s PRSSA and AFROTC Detachment 012 for various events.
Iron Heroes set up display tables in a variety of locations throughout the campaign. These included
tables in the student union area at Samford as well as at Samford Athletic events.

Social Media Calendar Overview
Our social media calendar reflects original posts by our account manager. This calendar
does not include replies, retweets of other accounts, comments, shares or tags. However,
all of these were a part of our strategy to engage our audience and resulted in high
engagement.

Social Media Calendar
Copy ResponsePhoto/Link
Monday (2/15)
Tuesday (2/16)
Wednesday (2/17)
Thursday (2/18)
TWITTER
“Hey Birmingham! We exist to support local veterans…” None 5 RT, 9 Likes
TWITTER
“Helpful information about the GI Bill. “ http://ow.ly/Y2Zqv 1 RT, 8 Likes
“Come see us in Ben Brown until 1! Get a yellow ribbon…” Yellow Ribbon Day table 8 RT, 10 Likes
“Thanks to all who came out today. We love seeing…” None 8 Likes
FACEBOOK
“Thanks to everyone who came out to our yellow…” Interacting students 8 Likes
INSTAGRAM
“Hey Birmingham! Iron Heroes exists to support…” Vulcan, Iron Heroes Logo 13 Likes
“Bateman Team posing at Yellow Ribbon table…” Bateman Team posing at table 31 Likes
TWITTER
“Did you know veterans are more likely than the average…” None 3 RT, 7 Likes
“Congrats to @heyymaggiemay and @Iamlavis for being…” giveaway goodies 9 Likes
“Iron Heroes is excited to support @studentvets through…” None 1 RT, 9 Likes
“Here’s some great information about education benefits!...” www.armytimes.com 8 Likes
FACEBOOK
“Great information about education benefits!” http://www.armytimes.com/ 4 Likes
INSTAGRAM
“Thanks to everyone who came out to our yellow…” Students at event table 30 Likes
“Congratulations to @emily_spradling @mollyec24…” Giveaway goodies 24 Likes
TWITTER
“#GIBillNinja Iron Heroes added, @BarrettBogue…” http://ow.ly/YkYID 8 Likes
“We’re excited to partner with AFROTC at Samford’s…” ROTC meeting 2 RT, 8 Likes
“Come support #IronHeroes and @det012 at the men’s…” SU mascot Spike 2 RT, 8 Likes
FACEBOOK
Added 3 new photo albums Photo Albums from recent events 40 Likes
INSTAGRAM
“We are excited to partner with AFROTC Detachment 012…” ROTC meeting 37 Likes
“We loved getting to support Samford Men’s basketball…” SU mascot Spike 28 Likes

ResponsePhoto/Link
Friday (2/19)
Saturday (2/20)
Sunday (2/21)
Monday (2/22)
Tuesday (2/23)
Wednesday (2/24)
Copy
TWITTER
“Student veterans you can use this tool to find out how to…” GI Bill Comparison Tool 1 RT, 7 Likes
INSTAGRAM
“Iron Heroes loved getting to share information about the…” Students at SU basketball 41 Likes
FACEBOOK
“Iron Heroes is partnering with Samford’s PRSSA Chapter on…” Networking Expo Invitation 7 Likes
TWITTER
“We’re excited to be partnering with @SamfordCVA…” None 1 RT, 8 Likes
INSTAGRAM
“We hope to see everyone at our professional development…” Networking Expo Invitation 12 Likes
TWITTER
“62% of student veterans are first-generation students…” None 7 Likes
FACEBOOK
”#MoreYouKnowMonday” More You Know infographic 4 Likes
INSTAGRAM
”#MoreYouKnowMonday” More You Know infographic 16 Likes
TWITTER
“Have questions about the GI Bill? Here are some FAQs…” FAQs about the GI Bill 6 Likes
FACEBOOK
“Student Veterans of America was formed in 2008 to provide…” The Foundation timeline 3 Likes
INSTAGRAM
“Have you ever wondered how Iron Heroes got started?...” The Foundation timeline 17 Likes
TWITTER
“In need of a professional headshot? Come to Pete Hanna…” None 8 Likes
FACEBOOK
“In need of a professional headshot? Come to Pete Hanna for...” None 3 Likes

ResponsePhoto/LinkCopy
Thursday (2/25)
Friday (2/26)
Saturday (2/27)
Monday (2/29)
Tuesday (3/01)
Wednesday (3/02)
Thursday (3/03)
TWITTER
“Pros and cons of graduate school from a veteran’s…” http://www.militarytimes.com/ 1 RT, 8 Likes
INSTAGRAM
“Samford University is beginning a member spotlight…” CVA Member Jason Bruner 29 Likes
INSTAGRAM
“We hope to see everyone supporting Samford baseball…” Samford vs UAB flyer 16 Likes
INSTAGRAM
“ONE WEEK FROM TODAY! Tennis, ultimate Frisbee, volleyball…” Challenge event flyer 21 Likes
INSTAGRAM
“#MoreYouKnowMonday” student vets ages graphic 17 Likes
INSTAGRAM
“We loved getting to spread the word about Student…” Teams during National Anthem 31 Likes
INSTAGRAM
“Here’s another member spotlight! Jordan...” Studen Veteran Jordan Thompson 23 Likes
TWITTER
“What percentage of student veterans are between the…” Twitter poll 1 RT, 7 Likes
TWITTER
“Visiting universities in BHM today to share how they can help…” None 8 Likes
“”Hey @UABStudents! We left 10 FREE tickets for today’s…” None 7 Likes
TWITTER
“Check out this cool graphic that explains veterans…” Military Edu Graphic 7 Likes
TWITTER
“Thanks to all who came out to be a part…” Behind the scenes interviews 7 Likes
FACEBOOK
“You’ve been waiting all week. It’s time for … MORE YOU…” student vets ages graphic 6 Likes
“Tomorrow Samford baseball and UAB baseball are going…” None 3 Likes
FACEBOOK
Added new photo album SU vs UAB game photos 5 Likes
“We had such a great time at the baseball game today…”

Friday (3/04)
Saturday (3/05)
Sunday (3/06)
Monday (3/07)
Tuesday (3/08)
Wednesday (3/09)
Saturday (3/12)
INSTAGRAM
“Today we are filming a special video exploring this…” Video teaser graphic 16 Likes
INSTAGRAM
“We had a wonderful time at our Iron Heroes…” Team and senator at event 29 Likes
INSTAGRAM
“#MoreYouKnowMonday #FromTheFrontLinesToThe...” SVA Scholarship graphic 16 Likes
INSTAGRAM
“Samford University is beginning a member spotlight…” CVA Member Jason Bruner 29 Likes
INSTAGRAM
“Did you know you may be eligible for scholarships…” Lindsay hugging Dad in uniform 28 Likes
TWITTER
“Visiting universities in BHM today to share how they…” None 8 Likes
“”Hey @UABStudents! We left 10 FREE tickets for…” None 7 Likes
“A big thanks to @SenPhilWilliams for kicking off…” Senator Williams speaking 1 RT, 7 Likes
TWITTER
“Student Veterans of America has awarded $700,000…” None 9 Likes
TWITTER
“Happy #InternationalWomensDay! We’re so thankful…” None 2 RT, 9 Likes
TWITTER
“Looking for a place to watch the SEC...” None 7 Likes
FACEBOOK
“Don’t forget about coming out to the Iron…” None 5 Likes
Added a new photo album Iron Heroes Challenge photos 4 Likes
FACEBOOK
”#MoreYouKnowMonday” SVA Scholarship graphic 3 Likes
FACEBOOK
Added new photo album SU vs UAB game photos 5 Likes
FACEBOOK
“Did you know you may be eligible for scholarships…” Lindsay hugging Dad in uniform 16 Likes

Sunday (3/13)
Monday (3/14)
Tuesday (3/15)
TWITTER
“Come out to PT’s in SOHO for drink deals and a nacho bar…” None 7 Likes
“Basketball, nacho bar, drink/appetizer specials and a chance to…” Kickoff flyer 1 RT, 7 Likes
“Our A Hero is...” video releases tonight! We’ll be giving away…” Signed merch 2 RT, 10 Likes
TWITTER
“Don’t forget to tweet what you think a hero is for a…” https://youtu.be/ 4 RT, 8 Likes
“Finish this sentence “A hero is...” and you could win…” None 6 RT, 7 Likes
TWITTER
“Visiting universities in BHM today to share how they…” None 8 Likes
FACEBOOK
“For the past month our campaign has focused…” https://youtu.be/ 24 Likes
“Want to win a signed record from St. Paul and…” St. Paul merch 4 Likes
FACEBOOK
“IT’S SELECTION SUNDAY and we are so excited to be…” 3 photos of event 6 Likes
INSTAGRAM
“Come out this afternoon for the SEC Championship…” Kickoff flyer 17 Likes
“Our “A Hero is...” video releases tonight! Tomorrow…” Signed merch 17 Likes
FACEBOOK
“If you want to win a signed St. Paul and The Broken…” None 4 Likes

The Belltower, WVSU Radio, The Samford News Network, “The Monday Morning Memo,” Campus
Connection and The Crimson featured Iron Heroes.
The Belltower, Samford’s weekly e-newsletter with a reach of 29,000, featured our campaign in a 250-word
story on March 2. Our public service announcement aired a total of eight times on March 11, 14 and 15 on
WVSU Radio, the campus station that also serves as Birmingham’s smooth jazz radio. WVSU has a weekly
reach of 15,000. The Samford News Network, an hour-long newscast broadcast on campus each month
with a reach of 2,194, produced a 1:30 package about the Iron Heroes campaign on March 14.
Along with general information about the campaign, campus media outlets also highlighted our events. Our
yellow ribbon event was the main feature on Feb. 22’s edition of “The Monday Morning Memo,” a weekly
email blast sent to 750 journalism students, faculty and alumni. Another weekly email blast that highlighted
our campaign was Campus Connection, which shares information about upcoming events with the 5,206
undergraduate and graduate students at Samford. March 4’s edition featured our Iron Heroes Challenge
event flier. The Crimson, Samford’s weekly newspaper, published an online article on March 9 about this
Iron Heroes Challenge event. This specific article was the most-viewed of the week with 130 views.
Campus
Earned Media

Local
The press release announcing the Iron Heroes Challenge, our main community field day event, was
published on local newspapers and online event calendars, including Birmingham365, BirmINgham, Weld
for Birmingham, Eventful, The Hoover Sun, The Homewood Star and 280 Living. Among all seven outlets,
our press release had the potential to reach 164,700 people.
Moreover, Birmingham’s ABC 33/40 and WBRC Fox 6 ran features on Iron Heroes, highlighting the Iron
Heroes Challenge. Several news sources also published the online version of Fox 6’s story and video
on their own websites, including the Sun Times Network in Birmingham, Ala., NBC-affiliate WSFA 12 in
Montgomery, Ala. and WTVM ABC 9 in Columbus, Ga.
ABC 33/40 interviewed one of our team members at the Iron Heroes Challenge field day and produced a
:56 package that aired on the 6 and 10 p.m. newscasts on March 5. These two segments resulted in a total
of 77,455 impressions and $1,100 in public relations value. This story was also published on the station’s
website, which receives 884,600 views per month.
WBRC Fox 6 was also at the Iron Heroes Challenge and interviewed one of our team members and the
president of Samford’s student veteran organization. Fox 6 produced a 1:38 package highlighting the
event and the goals of Iron Heroes. The full segment aired on March 5 at 9 p.m. and March 6 at 5, 6
and 7 a.m. One :18 segment of it also aired at 10 p.m. on March 5. The five segments in total resulted
in 181,422 impressions and $1,255 in public relations value. The story was also posted on the station’s
website which receives 1,100,000 views each month.
This same Fox 6 story was also published on The Sun Times Network in Birmingham, Ala. This network’s
website reaches 16,000 per month. The Fox 6 segment also had the potential to reach 1,100,000 in
Montgomery, Ala., on WSFA’s website and 721,000 in Columbus, Ga., on WTVM’s website.

National
Additionally, the Fox 6 story was published on Veterans Today Jobs, an independent news and
information service for U.S. veterans seeking jobs. This website has a national audience and functions
as part of the Veterans Today Network, a confederation of independent websites serving over 800,000
visitors each month.
Based on monthly site visits, circulation rates and social shares, overall our campaign had the potential to
reach over 5,097,457 people and earned $2,355 in public relations value from its television presence.

1 BSC
2 UAB
3 PT’s
4 Samford University
5 University of Phoenix
6 Veterans Park
7 Jefferson State
8 Southeastern Bible
Map of Events

Feb. 16 - Yellow Ribbon Event
Iron Heroes set up a display table in Ben Brown Plaza on Samford University’s campus on Feb. 16. At
this event, we handed out yellow ribbons to Samford students to pin on their backpacks and also handed
out information about Iron Heroes and SVA. This event promoted Iron Heroes’ social media accounts and
began to inform students of student veterans on their campus.
This event launched our campaign and also started the first social media contest, which was a photo-sharing
contest to see how Samford students wear their yellow ribbons. Prizes donated by Yellowhammer Creative
and Original Bham were given to students who shared their photos on Twitter or Instagram using the
hashtag #IronHeroes and tagging us.
During this event we reached 1,000 people and engaged with 250. This event targeted not only students at
Samford University, but also faculty, staff and student veterans.
Events

Feb. 18 - SU vs. UNCG MBB @ 7 p.m.
Iron Heroes partnered with Samford Athletics and AFROTC Detachment 012 for the men’s basketball game on
Feb. 18. Before the basketball game, Iron Heroes provided pizza for Detachment 012 and also provided tickets
for non-Samford students attending the game who are a part of the detachment. During the game, Iron Heroes
set up a display table with AFROTC in the Pete Hanna Center. This table had yellow ribbons and informational
materials encouraging the faculty, staff, students and community in attendance to become informed about
student veterans in their community.
A public announcement (PA) was played during the 1st period, directing people to the table and informing them
of Iron Heroes and AFROTC’s attendance at the game.
At this event we reached 450 people and engaged with 90 during the event.

Feb. 24 - PRSSA headshot and resume review
Iron Heroes partnered with Samford’s PRSSA chapter to participate in its professional development
event at the university-wide career fair. Free headshots and resume reviews were offered to veterans and
allowed them to establish themselves as young professionals.
At this event Iron Heroes reached 124 people.
March 1 - Visit Birmingham area colleges and universities
On March 1, Iron Heroes visited Birmingham area universities and colleges to distribute promotional
materials as well as information regarding the SVA and GI Bill. Our team visited Samford University,
Birmingham-Southern College, Jefferson State Community College, University of Phoenix, Southeastern
Bible College and University of Alabama at Birmingham. These visits targeted the portion of our target
audience that attends other Birmingham area universities and colleges.
At this event, we potentially reached 33,113 people and actively engaged with 68 people. In addition
informational packets were left in the student unions at each campus to encourage students to attend
future events and follow our social media accounts.
{ }“I feel more comfortable fast ripping off a
black hawk into a hot landing zone than I do
walking into a classroom.”
- Student veteran
{ }“The American public, in general, has no clue what
defines a veteran and what veterans of different eras
may have gone through to wear that title.”
- Student veteran
{ }“It was such an honor to be with a dynamic group of college students who
have taken on the call to empower veterans to engage and impact their
communities. As a veteran myself it was personally moving. This is a clall
we should all take up.”
-Alabama State Senator, Phil Williams

March 5 - Iron Heroes Challenge at Veterans Park from 2 p.m. to 4 p.m.
Iron Heroes partnered with the local sector of USTA to host a family and community event at Veterans Park
on March 5. At the event there was a portable tennis court with activities for kids and families, food trucks
and ultimate Frisbee games. Alabama State Senator Phil Williams was in attendance to open the event to
speak about the importance of support for student veterans and talk about his personal experiences as a
veteran.
During this event, we reached 330 people and engaged with 15 people. This event raised awareness and
community engagement with a different section of the target audience.

March 13 - March Madness Kickoff at PT’s of SoHo from 12 p.m. to 4 p.m.
Iron Heroes partnered with Teams for Troops, a nonprofit that sends care packages filled with professional
and college sports paraphernalia to soldiers overseas. In conjunction with Teams for Troops, Iron Heroes
hosted a March Madness Kickoff event on March 13. This event was hosted at PT’s of SoHo, there were
drink deals and appetizer specials available to guests. March Madness brackets were available for guests to
fill out, as it was “Selection Sunday” on the day on the event.
During this event we reached 50 people and engaged with 35 people.

March 1 - SU vs. UAB Baseball @ 4 p.m.
Iron Heroes partnered with Samford Athletics for the Samford vs. UAB baseball game on March 1 at Samford.
Samford Athletics donated tickets, which were given to UAB veterans to use. At the game Iron Heroes set up
a display table near concessions with informational materials. This event engaged the community members in
attendance as well as UAB and Samford students.
A PA announcement was played during the 3rd inning, directing people to the table.
During this event Iron Heroes reached 85 people and engaged with 25 people.
SU 13
UAB 2

In order to clearly disseminate the messages of Iron Heroes, we understood the importance of utilizing
multiple communication platforms. A few of our platforms included posters/fliers, emails, press releases, PA
announcements and formal letters. Below are all of the documents that were made to effectively implement
our campaign.
SVA
SVA provides military veterans
with the resources, support and
advocacy needed to succeed in
higher education.
What is Student Veterans of America?
Twitter: @IronHeroesBHM
Instagram: @IronHeroesBHM
Facebook: Iron Heroes
#IronHeroes
• Student veterans are growing in number on college campuses. In 2009, there were approx-
imately 500,000 Student Veterans receiving education benefits. In 2013, over 1,000,000
student veterans used their GI benefits to pursue advanced educational opportunities, and
this number is estimated to increase by 20% in the next few years.
• Student veterans tend to be older, have families to support and juggle employment and
school.
• Many may delay their enrollment or interrupt their progress in higher education due to mili-
tary obligations, and may have service-connected disabilities.
• By some estimates, individuals who served in Iraq and Afghanistan had as much as a
40 percent chance of acquiring a cognitive injury such as traumatic brain injury (TBI) or
post-traumatic stress disorder (PTSD) by the time they had completed their service.
• Services are available through the Student Veterans of America (SVA) and the Campus
Veterans Association (CVA). SVA is a 501(c)(3) coalition of student veterans groups on
college campuses across the globe. These member chapters are the “boots on the ground”
that help veterans reintegrate into campus life and succeed academically. CVA provides a
support network for veterans, dependents, and survivors; a social experience that builds on
the bonds forged during service; and a voice that advocates for the military community.
To learn more about both the SVA and CVA follow Iron Heroes on social media:
Facts and statistics via SVA’s Million Records Project and the American Council on Education
Did you know?
PRSSA provided this SVA postcard
SVA PSA poster Faculty ‘Did You Know’ flier
Communication

Iron Heroes
IRON HEROES
From the front lines to the front row
linkedin/IronHeroesBHM
@IronHeroesBHM
@IronHeroesBHM
facebook/IronHeroesBHM
IRON HEROES
Iron Heroes Birmingham Group
@IronHeroesBHM
@IronHeroesBHM
IRON HEROES
@IronHeroesBHM
@IronHeroesBHM
IRON HEROES
@IronHeroesBHM
@IronHeroesBHM
Social media and event cards - front and back
We advocate for student veterans
and the benefits available to them,
aiming to educate and connect the
Birmingham community to
local veterans.
What is Iron Heroes?
#IronHeroes
PSA poster

Paige Shelby
615-974-3614
pshelby@samford.edu
FOR IMMEDIATE
RELESE
STUDENT CAMPAIGN, IRON HEROES, RAISES AWARENESS OF STUDENT VETERANS IN THE
BIRMINGHAM COMMUNITY
BIRMINGHAM, Ala. (Feb. 16, 2016) - A Samford University student team partnered with Student Veterans of
America (SVA) to launch a month-long awareness campaign called Iron Heroes. The campaign aims to bring
awareness of student veterans and the benefits provided to them through the post 9/11 GI Bill.
The campaign kicked off with a yellow ribbon event at Samford University in Ben Brown Plaza where students,
faculty and staff picked up yellow ribbons to raise awareness of student veterans on campus. There was also
available information about the GI Bill, student veterans, Iron Heroes social media and upcoming events.
The Birmingham wide campaign’s upcoming events include:
· Iron Heroes is partnering with Samford’s PRSSA chapter at the Networking Expo in Pete Hanna on
February 24 from 2:30 p.m. to 5:30 p.m. Free headshots and resume reviews will be available for student
veterans and ROTC Detachment 012.
· Samford vs. UAB baseball game on Tuesday, March 1 at Samford University at 4:00 p.m.
· The Rally the Family and Iron Heroes Challenge field day is on Saturday, March 5 at Veterans Park from
2:00 p.m. to 4:00 p.m.
· Iron Heroes and Teams for Troops will be hosting a March Madness Kick-off party on Selection Sunday,
March 13 from 12:00 p.m. to 4:00 p.m.
###
Iron Heroes is a public relations campaign for the Student Veterans of America aiming to connect
student veterans and the Birmingham community. SVA is a 501(c)(3) coalition of student veterans groups
on college campuses across the globe. These member chapters are the “boots on the ground” that help
veterans reintegrate into campus life and succeed academically. Each chapter must be an officially
recognized student group by their university or college and provide a peer-to-peer network for veterans
who are attending the school. Additionally, chapters often coordinate campus activities, provide pre-
professional networking, and generally provide a touchstone for student veterans in higher education.
Iron Heroes Launch press release

Partnerships
Email to Original Bham
Email to Yellowhammer
Email to Sodexo

Iron Heroes
800 Lakeshore Drive
P.O. Box 293723
Birmingham, AL 35229
March 15, 2016
Governor Robert Bentley
600 Dexter Avenue
Montgomery, AL 36130
Dear Governor Bentley,
We are writing to inform you of Student Veterans of America (SVA), an organization committed to providing
military veterans with the resources, support, and advocacy to succeed in higher education and following
graduation. SVA is a 501(c)(3) coalition of student groups on college campuses across the globe. There are
member chapters throughout the state of Alabama that serve as the “boots on the ground” to help veterans
reintegrate into campus life and succeed academically.
Iron Heroes, is the title of the campaign to raise public awareness for the SVA and student veteran issues. In a
recent interview with a student veteran he told us, “I feel more comfortable fast ripping off a black hawk into a
hot landing zone than I do walking into a classroom.” Our goal is to help veterans adjust from the front lines to the
front row through listening to each of their stories and engaging the community in a healthy conversation.
We also aim to help veterans find resources to navigate the Post 9/11 GI Bill benefits they have earned during
service. Student veterans are growing in number on college campuses. In 2009, there were approximately
500,000 student veterans receiving education benefits. In 2013, over 1,000,000 student veterans used their GI
benefits to pursue advanced educational opportunities, and this number is estimated to increase by 20% in the
next few years.
Enclosed you will find a yellow ribbon that represents support for those who serve our country in the military
and the yellow ribbon scholarship of its namesake. If you are looking for a small way to continue backing veterans
as they transition back into the life they fought to protect, we encourage that you wear this ribbon to represent
your support of student veterans and the yellow ribbon scholarship program.
Sincerely,
The Iron Heroes Team
President Barack Obama
Alabama Governor Robert Bentley
Alabama Lt. Governor Kay Ivey
Wiliam Bell, Mayor of Birmingham
Gary Ivey, Mayor of Hoover
Example of formal letters we sent to government officials
Thomas Battle, Mayor of Huntsville
Sandy Stimpson, Mayor of Mobile
Scott McBrayer, Mayor of Homewood
Todd Strange, Mayor of Montgomery
Terry Oden, Mayor of Mountain Brook
Alberto Zaragoza, Mayor of Vestavia Hills
}Formal
letter
recipients

Email to Senator Phil Williams
Email to Birmingham Veterans Affairs Medical Center

Events
Example of email pitch
PA Announcements
Below is the full PA announcement that was played at the men’s basketball game vs. UNCG:
“Iron Heroes aims to support student veterans and connect them to their college community. Iron
Heroes would like to thank ROTC Detachment 012 for their partnership and dedication to both our
campus and our country. Come visit our table to learn more about Iron Heroes as well as Detachment
012.”
Below is the full PA announcement that was played at the Samford vs. UAB baseball game:
“Today we have a student-run public relations campaign that has partnered with Student Veterans of
America called Iron Heroes. Iron Heroes aims to raise awareness of student veterans in the Birming-
ham area, the benefits available to them through the post 9/11 GI Bill and connecting them to their
universities. Stop by their table for more information, upcoming events and yellow ribbons to support
student veterans.”

Kathleen Sharp
561-843-4643
ksharp@samford.edu
@IronHeroesBHM
FOR IMMEDIATE RELEASE
STUDENT VETERANS OF AMERICA PARTNERS WITH UNITED STATES
TENNIS ASSOCIATION FOR BIRMINGHAM COMMUNITY FIELD DAY
BIRMINGHAM, Ala. (Feb. 23, 2016) – As part of its Iron Heroes campaign in
Birmingham, Ala., Student Veterans of America (SVA) has partnered with the United
States Tennis Association (USTA) to host a community field day event called “Rally the
Family and Iron Heroes Challenge” on Saturday, March 5 from 2 p.m. to 4 p.m. at
Veterans Park. The event will be free and open to the public.
Community members will be able to compete in tennis, volleyball and ultimate Frisbee
tournaments located on the sand volleyball courts and the field, where there will also be a
Sport Court, a portable tennis court provided by the USTA, for the event. Additionally,
there will be Steel City Pops and other local food trucks.
Alabama State Senator Phil Williams will be at the event and speak about how the
Birmingham community can support veterans during their transition.
For more information, contact IronHeroesBHM@gmail.com.
###
Iron Heroes is a public relations campaign for the Student Veterans of America aiming to connect student
veterans and the Birmingham community. SVA is a 501(c)(3) coalition of student veterans groups on
college campuses across the globe. These member chapters are the "boots on the ground” that help
veterans reintegrate into campus life and succeed academically. Each chapter must be an officially
recognized student group by their university or college and provide a peer-to-peer network for veterans
who are attending the school. Additionally, chapters often coordinate campus activities, provide pre-
professional networking, and generally provide a touchstone for student veterans in higher education.
facebook.com/ IronHeroesBHM twitter.com/@IronHeroesBHM
Press release for Iron Heroes Challenge event

Kathleen Sharp
561-843-4643
ksharp@samford.edu
@IronHeroesBHM
FOR IMMEDIATE RELEASE
IRON HEROES CAMPAIGN HOSTS A MARCH MADNESS KICKOFF TO RAISE
COMMUNITY AWARENESS OF STUDENT VETERANS
BIRMINGHAM, Ala. (March 9, 2016)
– On Sunday, March 13 from 12 p.m. to 4 p.m. the Student Veterans
of America (SVA) will be hosting its final event of the Iron Heroes campaign: a March Madness kickoff event
at PT’s of SoHo. The local sports bar is partnering to offer happy hour on drinks and appetizer specials.
Additionally, the nonprofit organization Teams for Troops will be holding a raffle. The event will be free and
open to the public.
This community event will be centered around the NCAA Selection Sunday Tournament Challenge and
the viewing of the SEC Men’s Basketball Tournament Championship game. Alongside the drink deals
and viewing party, there will be brackets available to fill out and activities like cornhole.
Members of the Iron Heroes campaign and volunteer student veterans will be at the event to hand out
more information about veterans’ opportunities to receive scholarship for higher education through the
Student Veterans of America.
For more information, contact IronHeroesBHM@gmail.com.
###
About Iron Heroes
Iron Heroes is a public relations campaign for the Student Veterans of America aiming to connect student veterans and the
Birmingham community. SVA is a 501(c)(3) coalition of student veterans groups on college campuses across the globe. These
member chapters are the "boots on the ground” that help veterans reintegrate into campus life and succeed academically. Each
chapter must be an officially recognized student group by their university or college and provide a peer-to-peer network for
veterans who are attending the school. Additionally, chapters often coordinate campus activities, provide pre-professional
networking, and generally provide a touchstone for student veterans in higher education.
About Teams for Troops
Established in 2015 by veterans Jordan Thompson, Josh Pagonis and Michael Krause, Teams for Troops is 501(c)(3)
sending pro and college sports team care packages to deployed military personnel. Teams for Troops also funds research
concerning traumatic brain injuries. For more information visit http://www.teamsfortroops.org/.
Press release for March Madness event

IRON HEROESFrom the front lines to the front row
Yellow Ribbon Program
The Yellow Ribbon Program was established by the Post-9/11 Veterans Educational Assistance Act of
2008. This program allows institutions of higher learning (such as colleges, universities, and other
degree-granting schools) in the United States to voluntarily enter into an agreement with VA to fund
tuition and fee expenses that exceed the tuition and fee amounts payable under the Post-9/11 GI Bill.
The Post-9/11 GI Bill pays all in-state tuition and fee charges at public schools and tuition and fees not
to exceed a national cap at private schools. Out-of-state students and those attending private schools
may receive additional funds to help cover unmet costs under the Yellow Ribbon Program. To see the
current national cap, please visit http://www.benefits.va.gov/gibill/.
Student Veterans
Student Veterans are growing in number on college campuses. In 2009, there were approximately
500,000 Student Veterans receiving education benefits. In 2013, over 1,000,000 student Veterans are
using their GI benefits to pursue advanced educational opportunities, and this number is estimated to
increase by 20% in the next few years.
Samford CVA
The Campus Veterans Association will
provide a support network for veterans,
dependents, and survivors; a social
experience that builds on the bonds
forged during service; and a voice that
advocates for the military community.
For more information about Samford
CVA, contact Jordan Thompson.
jthomps5@samford.edu
Post-9/11 GI Bill Fast Facts
At a minimum, you must have served
at least 30 days of continuous active
duty service after September 10,
2001 and be discharged due to a
service-connected disability, or served
an aggregate of 90 days of active duty
service after September 10, 2001 and
received an honorable discharge.
Student Veterans of America
Today’s veterans face numerous
obstacles in their path of attaining a
college degree. These challenges
range from a missing sense of
camaraderie to feeling like an outsider
amongst 18 year old traditional
students to a lack of understanding by
university faculty. When coupled with
the visible and invisible wounds of war,
a college degree can be an elusive
goal for men and women returning
from military service. Student Veterans
of America (SVA) makes that goal a
reality.
Iron Heroes
Facebook: Iron Hereos
Twitter: @IronHeroes
Instagram: @IronHeroes
For questions or more
information, email us at
ironheroesBHM@gmail.com
Yellow Ribbon fact sheet
EST. 1871
Rally the Family
& Iron Heroes
Challenge
VETERANS PARK, HOOVER
MARCH 5, 2PM to 4PM
FREE COMMUNITY FIELD DAY EVENT!
tennis, volleyball and ultimate Frisbee
local food trucks
more info: ironheroesBHM@gmail.com
March Madness bracket
Iron Heroes Challenge flier March Madness flier

Survey
Example of email we sent to Birmingham area higher education institutions regarding our survey

We chose to partner with Campus Veterans Association, Samford University’s student veteran organization.
We worked closely with Jordan Thompson, the president of CVA and a Cumberland School of Law student.
Our interaction and involvement with Jordan was extremely beneficial; Jordan’s experiences helped us
gain insight into the perspective of a student veteran as we began our campaign. Meeting with Jordan also
ensured that our campaign aligned with CVA’s mission and goals on our campus while paralleling SVA’s.
Partnering with CVA and working with Jordan helped create connections with Birmingham’s veteran
community in the early stages of our campaign. As we developed our “Iron Heroes” campaign, we shared
our ideas and materials with Jordan Thompson. We were able to attend a Veterans Treatment Court seminar
hosted by Samford University’s Campus Veterans Association and Cumberland’s Military Justice Society.
We were also able to partner with Jordan and his nonprofit organization, Teams for Troops, for our March
Madness Kickoff. This partnership helped to increase the reach of our campaign, while bringing awareness to
Jordan’s existing organization.
We believe that partnering with Jordan Thompson and CVA allowed us to better understand the perspective
of student veterans, while reaching a greater audience than we would have without this relationship.
Become an official Student Veterans of America chapter
As a national organization, SVA has numerous resources and networking opportunities to offer student vet-
erans. Towards the end of our campaign, CVA President Jordan Thompson began the process of becoming a
recognized organization on Samford’s campus by filling out the paperwork, establishing a governing document
and meeting with the Student Government Association and Board of Advisors. Once this process is complete,
we strongly recommend the CVA applying to become an official SVA chapter.
Develop a relationship with Samford’s Student Government Association
SGA is a vital resource for every organization on Samford’s campus. Once the CVA is recognized as an official
organization, it will have access to SGA’s funds. SGA is also a powerful entity in terms of campus legislation.
We connected Jordan with the SGA president and several of the senators. They were able to draft an amend-
ment that, if passed, will allow student veterans to have priority class registration. In our research, we discov-
ered that many veteran scholarships have time limitations and conditions. This legislation would ensure that stu-
dent veterans are able to enroll in the classes they need each semester in order to graduate in a timely manner.
By maintaining a relationship with SGA, the CVA can expedite the voting process for this amendment and any
future legislation it may need.
Partner with the Ida V. Moffett School of Nursing
Now that the CVA has more of a presence at Samford, student veterans entering Samford’s new nursing pro-
gram this summer and fall, as a result of the above-mentioned grant, will have an inviting community. We recom-
mend coordinating with the nursing department to make an appearance at the student orientations to welcome
these new student veterans and provide information and support.
Partner with the Counseling Services at Samford
Student Veterans transitioning back to civilian life can be difficult emotionally. Moreover, many faculty members
are not sure how to properly address these issues. Samford’s Counseling Services has two counselors on staff
as well as access to an abundance of resources. By partnering with the Counseling Services, CVA could host
workshops to train faculty members and to uplift struggling student veterans.
Our Relationship with SVA & CVA
Recommendations for the Future

Improve social media presence
Before our campaign’s instigation, Samford’s CVA only had a private Facebook group. We created a logo
for them and started public Facebook, Instagram and Twitter accounts. Samford’s CVA has great potential to
interact with students, faculty, employers and the community on social media. We recommend continuing to
post new and engaging material to both involve external audiences and improve internal communication.
Upon the end of our month long campaign, our team made the decision to leave the CVA social media ac-
counts under the handle @SamfordCVA active. Both the Instagram and Twitter are successful ways for the
organization to reach their target audience and potential members. Through various meetings and discussions
with Samford CVA’s leadership committee we believe we have given them the tools to successfully and ef-
fectively use these social media platforms. With the chapter growing in size and expanding to include more
undergraduate students we hope these social media accounts will provide a way for CVA to continue the
dialogue that has been started on Samford’s campus.
Maintain relationship with the Career Development Center at Samford
In our research we found that the veteran population in Birmingham has a very high unemployment rate. In an
effort to shift this statistic, we connected Samford’s CVA with the Career Development Center (CDC) through
our Networking Expo event. The CDC is a valuable resource for job advice, interview preparation and net-
working. In the future, CVA could work with the CDC to schedule employer guest speakers and have student
veterans’ resumes reviewed.
Host more events with student veterans at other Birmingham area universities
Now that information about SVA has been dispersed at other local universities, too, Samford’s CVA can con-
nect with student veterans throughout the Birmingham region for a larger community of likeminded individuals.
We recommend having a meeting at least once each semester to share stories and encourage one another.
Partner with the Birmingham Veterans Affairs Medical Center
This January, a new VA clinic opened in Birmingham. This provides not only a convenient source of treatment
but also an excellent opportunity for medically minded student veterans in the area, especially since Sam-
ford’s new nursing program will be in effect soon. Through a partnership, student veterans pursuing nursing
degrees could have access to clinical experiences that will prepare them for their careers while also allowing
them to help their fellow veterans. A partnership with the VA clinic could also help CVA reach Birmingham vet-
erans who may not have considered going back to school yet or who may be on the fence because they were
not aware of the GI Bill benefits before.
2016 Samford Bateman Team

Emily Duval is a senior journalism and mass communication
major with a concentration in public relations and a minor in
sports marketing from Franklin, TN.
Lauren Hutchens is a senior journalism and mass
communication major with a double concentration in public
relations and advertising and a minor in marketing and
media from Boca Raton, FL. Lauren is also the president of
Samford’s PRSSA chapter.
Paige Shelby is a senior journalism and mass communication
major with a concentration in public relations and a minor in
film production from Franklin, TN.
AllieHaywoodisaseniorjournalismandmasscommunication
major with a double concentration in public relations and
advertising and a minor in marketing from Birmingham, AL.
KathleenSharpisaseniorjournalismandmasscommunication
major with a double concentration in public relations and
broadcast and a minor in business from Boca Raton, FL.
Meet the Team

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