Bowling Green State University Bowling Green, OH 43403 JOUR 4400 Public Relations Campaign

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TABLE OF CONTENTS

AGENCY MEMBER PROFILES 3

LETTER TO THE CLIENT 6

OPPORTUNITY STATEMENT 7

SITUATION ANALYSIS 8

SECONDARY RESEARCH 8 PRIMARY RESEARCH 11 SURVEY DATA 11 FOCUS GROUPS 16 MALE ATHLETES 17 INTERVIEWS 18

TARGET AUDIENCES 22

PRIMARY TARGET AUDIENCES 22 SECONDARY TARGET AUDIENCES 22

LAUNCHING THE CAMPAIGN 23

THEME 23 PROMOTIONAL MATERIALS 25 OUR CAMPAIGN WORKS 30

GOALS, OBJECTIVES, STRATEGIES, TACTICS 31

*STRATEGIES AND TACTICS BEGIN ON NEXT PAGE 32

EVALUATION 41

IMPLEMENTATION TIMELINE 47

ESTIMATED BUDGET 50

SUSTAINABILITY 51

LIMITATIONS 52

CONTACTS 53

APPENDIX A- BROCHURE DESIGN 55

APPENDIX B- “FALCON’S FOSTER ______” PHOTO PROJECT MOCKUP 57

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APPENDIX C- INTERN DESCRIPTIONS AND DUTIES 58

APPENDIX D- ANNUAL NEWSLETTER 60

APPENDIX E- SAMPLE TWEETS 61

APPENDIX F- BUDGET SPECIFICS 62

REFERENCES 68

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AGENCY MEMBER PROFILES

Rebecca (Becca) Haag | Account Executive Major: Journalism – Public Relations sequence Minor: Marketing Graduation Date: May 2015 What I am currently involved in: I am currently the marketing intern for the YWCA of Northwest Ohio. I have been a member of the academic national honor society, Alpha Lambda Delta-Phi Eta Sigma, since my freshman year. Also, I have been a member of Public Relations Student Society of America since my junior year. Goals After Graduation: I hope to work for a public relations firm, advertising agency, or a servicescape marketing firm. I am extremely interested in focusing on the marketing aspect of public relations. I enjoy developing creative pieces and interacting with people in a friendly and creative environment. Eventually, I hope to live in a big city such as New York City, San Francisco, or Chicago.

Mary Wright | Assistant Account Executive Major: Journalism - Public Relations sequence Minor: Marketing Graduation Date: May 2015 What I am currently involved in: I am currently finishing up my term as President of the Order of Omega national honors fraternity here on campus. I am also finishing my term as the Vice President of Internal Affairs and Public Relations for the Panhellenic council. I have been a member of Alpha Xi Delta sorority since November of 2011 and have held numerous leadership roles throughout my membership as well. Goals After Graduation: Following graduation in May, I hope to attain a position within a company in the sports, fashion or entertainment industry as a public relations specialist. I am also interested in obtaining a master’s degree in global communications from the American University of Paris. Job relocation is not a deciding factor for me as I begin my career.

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Paige Crawford | Communications Liaison Major: Journalism- Public Relations sequence Minor: Communication Graduation Date: May 2015 What I am currently involved in: I am currently a member and secretary of Alpha Kappa Alpha Sorority, Inc., Iota Iota Chapter at BGSU. I am also the Public Relations chair for NAACP (The National Association for the Advancement of Colored People). I have previously been a reporter intern for the BG NEWS and The Bluffton News. Goals After Graduation: After graduation I plan to attend graduate school here at BGSU for Criminal Justice. I want to get insight and background into the world of Law to ultimately become a reporter focusing primarily on legal issues. I would like to stay in Ohio but possibly live somewhere in or near Columbus due to the wide array of job opportunities and the nightlife.

Molly Davenport | Special Promotions Major: Journalism – Public Relations sequence Minor: Marketing Graduation Date: August 2015 What I am currently involved with: I am currently the social media assistant in the BGSU Marketing & Communication Department. I am an active member of Alpha Xi Delta Fraternity. I am also a dues paying member of Public Relations Student Society of America. Goals After Graduation: I hope to work in a public relations or marketing firm. My ultimate goal is to be a political campaign manager. After starting my career, I plan to go to law school to study media law. Eventually, I want to move to Charlotte, North Carolina to continue my professional career.

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LETTER TO THE CLIENT

May 1, 2015 Dear Community of Care Coalition members, Thank you for giving us the opportunity to work with you in developing our public relations campaign for the Community of Care Coalition. We appreciate having this privilege to be involved in such a valuable coalition that will benefit the future of the Bowling Green State University campus. It has been an honor to present our campaign to you, and we are confident that our materials will enhance the coalition. We believe our campaign will sustain the image that we see for the future of BGSU. We look forward to a day in which the Community of Care Coalition will foster a safe and secure environment. Sincerely, Becca Haag Mary Wright Account Executive Assistant Account Executive Molly Davenport Paige Crawford Special Promotions Communications Liaison

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OPPORTUNITY STATEMENT

In accordance with Bowling Green State University’s mission statement, M&M PR strives to promote a welcoming and safe environment for students, by fostering resilience within the Bowling Green community. Our firm will be proactive for the future by enhancing the discussion and awareness of the Community of Care Coalition among community members. We will explore opportunities to join forces with other organizations, foundations, and companies to support the coalition in order to be an integral part of the BGSU environment for future students and faculty. We hope that our proposal will make a lasting impression on Bowling Green State University for years to come.

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SITUATION ANALYSIS

Secondary Research The Direct Relationship Between Sexual Assault and Alcohol Use Research “Alcohol-Related Sexual Assault: A Common Problem among College Students” This journal article explained that alcohol consumption contributes to sexual assault. Alcohol consumption gives the perception that an individual is more willing or “asking” for sex. Findings from a previous study mentioned in this journal indicate that some men will use alcohol as an excuse to sexually assault or rape a woman, or another man. The alcohol either makes him focus on the desire to have sex, or he is under the assumption that the other person is sending signals to him. Findings indicate that there is a relationship between a man’s personality traits, his attitude, and the effects of alcohol. “Preventing Sexual Violence on College Campuses. Lessons from Research and Practice” This journal article explained the best strategies to change sexual violence on college campuses in order to see the numbers decrease. There are a variety of factors that have the power to increase or decrease the amount of alcohol consumption. Although it is mentioned that more research needs to be done, “alcohol pricing, alcohol outlet density, bar management, sexist content in alcohol marketing and bans of alcohol on college campuses and in substance-free dorms can reduce the risk of sexual violence” (10). Findings from a previous study mentioned in this journal confirm that attempting to decrease the amount of alcohol consumption on a college campus is challenging when there are more places to obtain alcohol in the area. “National College Health Assessment Measuring Negative Alcohol-Related Consequences among College Students” This study led to the “It’s On Us” campaign. The study used an online NCHA (National College Health Assessment) survey, and 923 individuals participated from a mid-sized regional university in the south. The participants were asked questions regarding their mental and physical health, including alcohol, drugs, sexual behavior, etc. within the last 30 days to 12 months. Findings indicate that students in abusive relationships and students with high levels of stress were more likely to experience negative consequences when consuming alcohol, but did not consume alcohol more in 30 days than other individuals. Another finding indicates that more females who consumed alcohol were more likely to experience guilt and regret after a sexual encounter while under the influence of alcohol. Males were more like to experience pleasure and confidence after a sexual encounter while under the influence of alcohol. Helping individuals recognize their abusive relationships and learn better stress-coping skills, are most beneficial when trying to decrease the amount of negative consequences after alcohol consumption on college campuses. “The Interplay of Trait Anger, Childhood Physical Abuse, and Alcohol Consumption in Predicting Intimate Partner Aggression” This study focused on how the role of trait anger, childhood physical abuse, and alcohol consumption, influenced a conflict, or abuse, in a relationship. The study used four types of subscales in which participants would rate how closely they agreed or related to the statement. There were 236 participants, all of which were involved in a committed heterosexual relationship, from a midwestern university. Findings indicate that when all three factors (trait anger, childhood physical abuse, and alcohol consumption) are present, the risk of domestic violence increases. Participants who had a history of childhood abuse were prone to more aggressive urges, and when consuming alcohol the participants had a difficult time controlling those urges. “The Relationship Between Alcohol and Sexual Assault on the College Campus” This study used a survey format, and 231,400 individuals participated from colleges and universities across the United States. Participants completed an online course before and after the survey, and the course was used as prevention for students to avoid experiencing negative consequences associated with substance abuse and sexual assault. Findings indicate that as alcohol use increased, the likelihood of sexual assault being reported increased. Findings indicate that those who have experienced sexual assault are more likely to drink more, because the victim uses the alcohol as a way to self-medicate. It is mentioned that although there is a relationship between alcohol consumption and sexual assault, it is important to avoid “victim blaming” when alcohol is involved.

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The Direct Relationship Between Sexual Assault and Alcohol Use Research Continued: "Drinking Motives and College Alcohol Problems: A Prospective Study" This study deals with first-year college students and their drinking habits. The article portrays research that shows how students dealing with unpleasant emotions use alcohol as a way to cope. The article also suggests intervention programs to help students cope with their emotions and alter their alcohol use with the knowledge provided. Review of Survey and Experimental Research That Examines the Relationship Between Alcohol Consumption and Men's Sexual Aggression Perpetration This study examines male college students and the effects alcohol use has on aggression. The study shows alcohol consumption is positively associated with sexual assault execution. The Direct Relationship Between Sexual Assault and Prescription Drug Abuse:

“Factors Associated With the Sexual Assault of Students An Exploratory Study of Victims Treated at Hospital-Based Sexual Assault Treatment Centers” This study analyzed the various experiences of victims of sexual assault ranging from the ages of 16 to 24 years old. The study suggests that the experiences of victims are very similar and the use of prescription drugs plays a role in sexual assault. The study also analyzes the role of student versus nonstudent victims in regards to the use of prescription drugs prior to the incident.

“Prescription Drug Misuse Among College Students: An Intervention Based In The Theory of Planned Behavior” This study analyzes the misuse of prescription drugs among college students in an effort to see if the drugs had any effects on certain behaviors. Additionally, this study provides information on the role of social media in relation to health and knowledge of prescription medication. This information may assist our study to understand where college students are receiving information regarding prescription drugs and how that information is further effecting their actions. "The Non-Medical Use of Prescription Drugs and Lifetime Experiences of Sexual Victimization Among College Men" This study focused upon the non-medical use of prescription drugs and sexual assault on the male gender. Additionally, this study utilized a survey to gather information from college men on the topic of sexual assault and personal victimization. Findings indicate that non-medical use of certain prescription drugs were related to sexual assault among college men. “Drug-facilitated, Incapacitated, and Forcible Rape: A National Study” This study analyzes the effects of prescription drug use in relation to rape and sexual assault in the United States. Additionally, the study focuses on college settings, specifically in the scope of women. Statistics on reported rape and sexual assault are presented, as well as the relation of prescription drug abuse to these issues. “Patterns of Drug and Alcohol Use Associated with Lifetime Sexual Revictimization and Current Posttraumatic Stress Disorder among Three National Samples of Adolescent, College, and Household-residing Women” This article focused upon two national survey studies of adolescent, college and household women. The study was done to determine if sexually re-victimized women were more likely to face posttraumatic stress disorder and misuse prescription medications. Findings show that misuse of prescription drugs for college women was prevalent after a second rape experience.

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The Direct Relationship Between Sexual Assault and Suicide Research: “Enacting the Role of Management Professor: Lessons From Athena, Prometheus, and Asclepius” This article reviews the findings of major studies of college suicide. The author notes how variations in campus and student characteristics, along with inconsistencies in the way student suicides are defined and measured. Current evidence points to significant mental health problems on college campuses and suggests the need for outreach programs to identify students at risk for suicide and encourage them to seek treatment. Problems related to its implementation are identified and discussed as well. “Suicide Assessment Practices in College Counseling Centers” Suicide is an ongoing public health crisis in the United States, which represents the second leading cause of death for college students. This has led to an increased demand for services in college counseling centers across the United States. However, the article suggests limited training in suicide risk assessment both at training sites and in clinical psychology graduate course work. The major recommendation that occurs from this study is that policies should be implemented at college counseling centers to formalize and regulate suicide risk assessment training so trainees develop the skills they want and need.

"Undergraduate Students’ Knowledge and Perceived Ability to Recognize Suicide Warning Signs" The purpose of this study is to understand college students’ knowledge of suicide warning signs and their perceived ability to recognize suicide-warning signs among their peers. A survey was developed by the researchers to assess students’ ability to identify the warning signs of suicide. Also, the survey measures students’ perceived ability to recognize suicide warning signs if displayed by another in addition to perceived ability to help. “Alcohol-Related Problems and Risk of Suicide among College Students: The Mediating Roles of Belongingness and Burdensomeness. Suicide and Life-Threat Behavior” The relationship among alcohol-related problems, perceived burdensomeness, belongingness, and suicide proneness in undergraduate college students was examined. All significantly and positively correlated with suicide proneness. Results suggest that it would be advisable for clinicians to be aware of students’ experiences with alcohol-related problems in conjunction with their levels of burdensomeness and belongingness when assessing for suicide risk.

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Primary Research

Survey Data

NCHA Data – Mental Health The following information comes from the ACHA-NCHA data. The percentages are directly from the data sets from years 2010, 2012, and 2014. One of the topics focused on was mental health, as mental health plays a large factor in a community of care. Students must feel that they have individual’s they can turn to if they are feeling overwhelmed or upset throughout their years in college. Also, having a stable mentality will help students stay positive and ultimately feel cared about and welcome in their college community. Experienced within the last 12 months:

2010

2012

2014

Felt very lonely 55.6% 52.7% 61.8% Felt hopeless 45.4% 41.5% 50.5% Felt exhausted 75.9% 74.5% 79.3% Felt so depressed it was difficult to function

29.1%

26.1%

31.9%

Felt overwhelming anxiety

50.8%

44.6%

55.9%

Felt overwhelming anger 41.1%

36.4%

44.9%

Considered suicide 5.0% 6.9% 11.6% Attempted suicide 0.9% 1.2% 3.0% Intentionally injured themselves

4.5%

5.8%

8.0%

Diagnosed, or treated within the last 12 months:

2010

2012

2014

Anxiety 8.7% 10.0% 13.8% Bipolar Disorder 0.4% 1.8% 1.7% Depression 6.7% 9.3% 11.3% Panic Attacks 4.6% 5.6% 5.4% Substance abuse/addiction

1.1%

1.7%

1.0%

Both depression and anxiety

3.7%

5.8%

8.7%

Overall stress level as: 2010 2012 2014

More than average 43.1% 39.7% 40.3% Tremendous stress 6.3% 6.6% 10.1%

* Data sets continued on the next page

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What This Means: Overall, the previous information shows that the majority of the percentages have increased from the year 2012 to 2014. The only elements that have decreased over the past two years are the diagnoses of bipolar disorder, panic attacks, and substance abuse/addiction. It is important that students feel cared about and welcome in their college community. The Community of Care Coalition can focus on seeing these percentages decrease by the 2016 ACHA-NCHA data set. Implementing strong programs, trainings, and events will allow the Community of Care Coalition to ultimately see a stronger, happier community of students.

What This Means: Overall, the previous information shows that been a 1.2% increase in the area of an emotionally abusive intimate relationship. Additionally, when asked about being a part of a physically abusive intimate relationship within the past 12 months, mean data shows that in 2010 and 2012 the median was consistent at 2.5% while in 2014, the median was 3.1% demonstrating a .6% increase. Moreover, it is important to note the increase in the median response among students whom have been apart of a sexually abusive intimate relationship. It is imperative that students feel that they are a part of a safe environment. The Community of Care Coalition will focus on seeing these percentages decrease by the 2016 ACHA-NCHA data set. Implementing strong programs, trainings and events will allow the Community of Care Coalition to cater to the issue of sexual assault and allow students to receive the proper resources they need.

Traumatic or difficult to handle:

2010 2012 2014

Academics 45.9% 44.0% 50.1% Family problems 26.6% 25.6% 29.3% Intimate relationships

33.9%

33.9%

34.2% Social relationships 27.5% 24.7% 29.7% Personal appearance 21.6% 20.7% 29.8%

NCHA Data – Sexual Assault The following information comes from the ACHA-NCHA data. The percentages are directly from the data sets from years 2010, 2012 and 2014. Another topic focused on was sexual assault, as sexual assault also contributes a large factor in a community of care.

Violence, Abusive Relationships and Personal Safety Within the last 12 months:

2010 2012 2014

A physical fight 12.4 % 13.4 % 9.8% A physical assault (not sexual assault) 6.9% 7.0% 4.9% A verbal threat 29.2% 24.7% 25.2% Sexual touching without their consent 6.7% 7.4% 6.9% Sexual penetration attempt without their consent 1.8% 2.7% 2.7% Stalking 4.9% 7.4% 6.0% An emotionally abusive intimate relationship 11.8% 8.5% 9.7% A physically abusive intimate relationship 2.5% 2.5% 3.1% A sexually abusive intimate relationship 1.2% 2.0% 2.4%

College students reported feeling very safe: 2010 2012 2014

On their campus (daytime) 87.7% 90.1% 89.5% On their campus (nighttime) 33.4% 41.2% 37.3%

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NCHA Data – Alcohol and Drug Use The following information comes from the ACHA-NCHA data. The percentages are directly from the data sets from years 2010, 2012 and 2014. Another topic focused on was alcohol and drug use, as alcohol and drug use contributes a large factor in a community of care. Have you received information on the following topics from your college or university?

2010 2012 2014

No-Males 29% 26% 17% Yes- Males 71% 74% 83% No-Females 28% 25% 12%

Yes-Females 72% 75% 88% Are you interested in receiving information on the following topics from your college or university?

2010 2012 2014

No-Males 80% 85% 76% Yes- Males 21% 15% 24% No-Females 71% 79% 75%

Yes-Females 29% 21% 25% Within the last 30 days, on how many days did you consume: Alcohol (beer, wine, liquor)

2010 2012 2014

Never Used 16.6% 20.8% 19.4% Have used, but not in the last 30 days

9.2% 8.8% 11%

1-2 days 16.7% 14.3% 15.8%

3-5 days 15.3% 16.7% 18.1% 6-9 days 21.9% 17.7% 16.5% 10-19 days 14.6% 15.6% 14.9% 20-29 days 4% 3.8% 3.2% Used Daily 1.7% 2.4% 1.2%

Within the last 30 days, on how many days did you use: Marijuana (pot, weed, hashish, hash oil)

2010 2012 2014

Never Used 63.5% 62.9% 61% Have used, but not in the last 30 days

16% 16.7% 13.6%

1-2 days 5.7% 6% 7.5%

3-5 days 2.4% 3.5% 4.8% 6-9 days 3% 2.2% 2.3% 10-19 days 3.2% 1.8% 3.2% 20-29 days 2% 2% 2.4% Used daily 4.3% 4.8% 5.1%

* Data continued on the next page

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The last time you “partied”/socialized, how many alcoholic drinks did you have

2010 2012 2014

0 21% 22.2% 21% 1-2 12.5% 12.1% 12.8% 3-4 14.7% 17.3% 15%

5-6 16.9% 15.1% 17.3% 7-8 9.9% 9.5% 11.4% 9-10 10.8% 9.7% 10.8% 11-12 4.9% 5.1% 4.4% 13-14 2.1% 2.1% 2.5% 15-16 3.7% 4.5% 1.9% GE 17 3.4% 2.4% 2.9%

Within the last 12 months, have you experienced any of the following as a consequence of drinking:

2010 2012 2014

Did something you later regretted

38% 36.6% 34.2%

Forgot where you were or what you did

37.2% 35.7% 34.2%

Got in trouble with the police 4.9% 6.8% 5.1%

Had sex with someone without giving your consent

2.9% 2% 1.7%

Had sex with someone without giving their consent

0.8% 0.6% 0.8%

Had unprotected sex 22.6% 20.5% 20.1% Physically injured yourself 17% 16.5% 14.9% Physically injured another person

4.1% 3.8% 2.7%

Seriously considered suicide 2% 2.1% 3.4% * Data continued on the next page

Within the last 30 days, on how many days did you use illegal drugs

2010 2012 2014

Never Used 96.3% 96.3% 95.7% Have used, but not in the last 30 days

2.8% 1.8% 3.4%

1-2 days 0.7% 0.4% 0.1%

3-5 days 0% 0.3% 0.3% 6-9 days 0% 0% 0.1% 10-19 days 0.1% 0.3% 0% 20-29 days 0% 0.3% 0.2% Used daily 0.1% 0.6% 01.%

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What This Means: Overall, the previous information shows that the majority of the percentages for the alcohol date have decreased from the year 2012 to 2014, showing that information regarding alcohol use had been working for college students. The 2010, 2012, and 2014 NCHAA Institutional Date Reports provided information about student’s involvement with alcohol and other drugs and shown negative and positive increases or decreases in the amount of usage of these substances. There was an overwhelming increase among males and females reporting of receiving information about alcohol and other drug use. Although there was an increase in the percentage of students partaking in substance abuse (alcohol and marijuana) 1-9 days within the last thirty days from the year 2012 to 2014, the percentage of overall students who had never used the substances decreased over the four-year span.

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Focus Groups

To better understand the outlook from each target audience four focus groups were conducted. The focus groups concentrated on various segments of BGSU students. Each focus group proved to be beneficial as they gave insight and varying opinions on campus issues. Female First-Years The focus group of female first-year students was comprised of four women who have just started their college experience here at BGSU. These four females were willing to share what they have experienced so far at BGSU in terms of sexual assault, domestic violence, and alcohol use. Overall, these females were open to explaining what a Community of Care means to them, as well as the best way to reach them for Bystander Intervention training and other programs. To begin the conversation, the females were asked about the informational materials they received when coming to BG, regarding information about the resources offered on campus if students would face any problems related to sexual assault, violence, alcohol use, etc. The students were then prompted a follow-up question, asking if they actually read the materials. The overall theme among the first-year females was that they were strongly influenced by their parents to read the materials, and none of the participants thoroughly read the information provided to them by the university. However, the females would like to know more about specific resources that each place offers, and they believe that there should be greater emphasis on example situations and potential scenarios that could occur so that students feel more prepared to handle any possible situation. The female first-year students were then provided with the definition of Bystander Intervention Training and asked what would make them interested in participating. A strong response from the focus group was that programs should promote an “emotional” factor, so the females would feel a connection to the program. Participants feel that the “It’s On Us” is a powerful, emotional campaign. Females said that the campaign is about how it is everyone’s responsibility to act when there is a situation that should not be occurring. They felt that the “It’s On Us” campaign video was too vague, but it had a powerful slogan. Participants felt that an incentive would get more students to come the event, such as t-shirts or food, but there needs to be an educational motive to go as well. Female first-years placed a strong emphasis on how presenting a program impacts how they will perceive the program. The focus group participants said the best way to reach them was through Campus Updates, flyers, Stall Talks, Union tables, Campus Fest and the Get Involved Fair. Participants said that there needs to be strong publicity and word-of-mouth communication on campus from other students in order to spread the word about potential programs, events, and trainings. Overall, participants thought it would be a good idea to plan the Bystander Intervention Training during Opening Weekend because this is when first-year students get the majority of their information about campus resources and organizations. One of the first pieces of information that first-year students would gain would be how to handle potentially dangerous situations, and how they can feel more safe and comfortable in a university environment. For the most part, participants have felt safe on campus due to the blue lights and police. The females said they have had no fear being alone on campus during the day, but there is some hesitation walking alone at night. When asked if they have ever encountered a situation where they were concerned about an individual’s safety regarding sexual assault or alcohol use, participants replied that they have each encountered a situation to this effect. Each participant was unsure of whether to call for help or handle the situation on his or her own when a friend is in a dangerous situation. When participants were asked if they believed there was a difference between sexual assault and domestic violence, they believed them to be two separate concepts. Participants felt that sexual assault is any form of activity that makes an individual feel uncomfortable, or feel that they are being violated, such as stating “no” and the situation continuing. The participants defined domestic violence as not necessarily only being physical violence, but that words also play a large factor in the situation.

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Male Greeks The focus group of male Greeks was comprised of men of all ages that are members of the Greek community here at BGSU. There were seven participants who were willing to share their opinions about what they believe a Community of Care should look like. More specifically, these men shared their opinions of why men are many times the targets around the issue of sexual assault. To begin the conversation, the men were given the definition of Bystander Intervention Training and then asked what it would take for them to participate. A common response among all men in the room was, for male Greeks at least “it is already a requirement.” Overall, the participants thought it would be a good idea for men just entering Greek life to be exposed to the Bystander Intervention Training during the recruitment process. The reasoning behind this suggestion was to therefore recruit men into the chapters who want to go through the process for the right reasons and will uphold the chapter and community values in the future. The participants understand the purpose of the “It’s On Us” campaign that has been recently implemented on campus and they have signed the pledge that is in accordance with the campaign. When participants were asked if they believed there was a difference between sexual assault and domestic violence, they believed them to be two separate acts of violence. Participants feel that sexual assault is more physical, while domestic violence targets emotion. Another major topic in this focus group revolved around the stigma media portrays of Greek men in relation to sexual assault, domestic violence and alcohol use. The participants felt that many people are prone to believing what the media says simply because it is about a fraternity men. They went on to share that they believe certain cases of sexual assault, domestic violence or alcohol use that are displayed in the media act as a blanket statement for all men in Greek life rather than one chapter. Moreover, the men in this focus group strongly feel that when these scenarios occur, the men involved are challenged to be proven innocent, rather than innocent until proven guilty.

Male Athletes The focus group of male athletes was comprised of six males from varying sports, including football, track, and basketball. The males were first asked if they knew about the “It’s On Us” campaign. The majority of the participants were not familiar with it. After explaining the campaign in more detail, the participants were asked what would make them more interested in campaigns, or specific events, focused on sexual assault and domestic violence. A few of the male athletes mentioned that they would only be interested if there was an incentive, like free food, or if it was a group event. They mentioned that being with friends or teammates would make their experience more enjoyable. When asked if any of the male athletes had encountered a dangerous situation, one participant mentioned a personal story about a close friend. The male athlete saw his female friend being coerced into getting drunk, so she could be taken home with someone. The participant called his friend a cab so that she would get home safely. All of the participants agreed that social media is the best way to reach them about upcoming on-campus events. Overall, the majority of the male athletes in the focus group feel that many stereotypes are placed upon them, and they are hopeful that alleviating these stereotypes will happen through the implementation of the Community of Care Coalition.

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Interviews

Prior to conducting focus groups, contacts of various individuals on campus were gathered that would provide partnership opportunities or act as future constituents for the Community of Care Coalition. Multiple organizations on campus were researched as well as contacts that would provide additional insight into our focus group segments. Upon gathering contact information, the list was narrowed down four in depth interviews were conducted. Jessica Huddleston: Assistant Dean of Students, New Student Orientation Jessica provided great insight on how to target first year students on campus. She first mentioned that the new student orientation program, also known as SOAR, incorporates the concept of sexual assault into opening weekend conversations. However, she notes that this is a vague topic and is focused mostly upon the expectation of being a responsible community member. Secondly, Huddleston began to discuss the resources she would like to see first year students receiving. She mentioned that it is crucial for the Community of Care Coalition to get the message across in not only an appropriate but also a manner that will make a lasting impact on new students. She also stated during future programming it needs to be made clear to students what the definition of consent is and how it can be misperceived in the act of sexual assault. When discussing possible programming ideas to reach first year students, Huddleston mentioned that a presentation at orientation is not effective. She believes that utilizing Opening Weekend Group Leaders (OWGLS) may be a possibility however, it is difficult to monitor the conversations that are occurring and there is no way to guarantee the OWGLS are advocate of the message behind the Community of Care Coalition. Moreover, Huddleston believes there may be too many messages that are currently being relayed to students and therefore they may feel overwhelmed. She suggests utilizing one simple message and presenting it in a variety of ways to reach each target market. Additionally, Jessica would like the community to recognize that the Orientation Program will support the messages presented by the Community of Care Coalition. Finally, Huddleston noted the largest issue(s) for first year students on campus. She explains the transition to a new environment may be hard for many students to adjust to. Also, it may be difficult for students to continue their normal daily routine or find a daily routine that suits their lifestyle. She believes the Community of Care Coalition will be a beneficial resource in helping students adjust to a new stage of life and also receive the proper resources they need. Holly Grunn: Coordinator of Fraternity & Sorority Life Holly Grunn is already a member of the Community of Care Coalition. During the interview, she shared that she has only attended two meetings as the coalition is still trying to understand its purpose and role on campus. Her role as a coordinator for Fraternity and Sorority Life (FSL) is to promote student health and safety. In order for Greeks to help alleviate some of the stereotypes placed upon them, Grunn and FSL use risk management tactics. They perform trainings on holding safe events, bystander intervention, and sober monetary training. Overall, Grunn believes that creating a community of care is a top priority for not only this University but within FSL so the staff within FSL supports the movement 100%. She believe that “it has to start somewhere, and why not start with the groups/organizations, and then trickle down to its members” to spread across the BGSU community. Instead of having so many different campaigns that could potentially confuse students, Grunn suggests it would be better to unite to “see the bigger picture,” and have all the various campaigns relate to the Community of Care Coalition because that’s essentially what it is all about; creating a community of care among BGSU students.

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Madison Georgoff : Senior Sociology Major Madison will be graduating this May, and she has made a huge impact on the Bowling Green State University community. Georgoff has been a Civic Action Leader at the Office of Service Learning throughout her time at BGSU, and she has founded the student-led organization, Bowling Green Alternative Breaks. Because Georgoff is a soon-to-be alumni, she provided insight about how the campus environment has changed from her freshman year to senior year in regards to sexual assault. Also, she gave ideas on how to best reach out to alumni in order to gain support from them, even after they graduate and leave the BGSU community. Georgoff praised BGSU because she feels that the campus has made an effort to create positive, safe experiences for students to engage in. She feels that events held by the university have been used as substitutes for other options that students are often presented with on the weekend. She appreciates and highlights events such as philanthropies, service opportunities, and fun social nights that have been held as a way to keep students on campus. Georgoff mentions that the campus has been “quite transparent in regards to sexual assault and domestic violence,” and she is extremely happy about that. In regards to safety, Georgoff mentions that she has always felt safe in Bowling Green, but she thinks an increase in better lighting throughout the Bowling Green community would enhance her experience. The only concern she has ever had about her safety is walking back to her off-campus apartment at night. The lighting makes her relatively nervous, but overall she has always felt safe in Bowling Green. After explaining the Community of Care Coalition, Georgoff says she would like to see more open conversations happen surrounding rape, sexual assault, and domestic violence on campus. She commented, “let’s be preventative, not reactive to these situations and attitudes toward each other.” Georgoff said that she is interested in becoming involved with the coalition and believes that guest speakers will get more alumni interested and involved with the Community of Care. She mentioned hosting events involving alumni speakers. She feels that these speakers could address their personal experiences in direct relation with these issues in the real world. As a student and soon-to-be Bowling Green State University alumni, Georgoff would listen to communication messages through social media and direct email.

Nick Petikas: Student Supervisor at the Wellness Connection Nick provided a great input from a student leader perspective. He pointed out that he would like to see a partnership and unity with other student organizations on campus that share similar goals. Petikas also mentioned that small events and sponsorships are beneficial but he thinks larger annual events would be a great way to promote the Coalition of Care as well. He believes large annual events draw bigger crowds of students and they may look forward to them more than other small events they see on campus updates. In addition, he thinks educational programs such as bystander prevention workshops will likely gain the attention of students who are looking to get involved. Conducting surveys after these events are also a way to measure how the participants felt about the program and if the Coalition would benefit in doing a similar event in the future. Furthermore, Petikas provided insight into which target audiences the Coalition of Care would most likely engage with. He feels very strongly about connecting with Greeks and first-year students and letting them know of all the resources the Coalition has to offer. He also believes reaching out to the black and Latino student unions. They are large organizations that could help spread the word about what the Coalition is all about. Petikas also thought of ways to increase student membership and knowledge of the Coalition. He believes making the BGSU community and caring and compassionate environment; more students are likely to attend the University. In return, this would increase awareness of the Coalition and its presence among the BGSU population.

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Theory Trans-Theoretical Model (Stages of Change) We chose to focus on the Trans-Theoretical Model (Stages of Change) Theory to apply to our campaign. This theory is related to the Community of Care Coalition campaign for many reasons. First, the theory is broken down into stages, which makes it easier to focus on each target audience. Trans-Theoretical Model Theory has five stages, which include:

1. Pre-contemplation 2. Contemplation 3. Preparation 4. Action 5. Maintenance

At each stage, we can raise awareness, change attitudes or behaviors, and focus each individual message to each distinct target audience. If the target audience is in the pre-contemplation stage, how can you raise its awareness of the problem?

• Give students basic information about the problems on campus, and what the coalition does. This would not be encouraging them to change their behaviors yet, but it would simply allow them to become knowledgeable about what is happening on their campus.

o Post information and statistics about sexual assault throughout various areas of campus o Post information about the Community of Care and the resources that it offers o Post information through social media sites o Provide flyers or postcards to students when coming to an on-campus event – reminding students that

there are problems of sexual assault on campus and that they can become part of a caring community • Spread the “It’s On Us” video throughout campus

If the target audience is in the contemplation stage, which benefits should you emphasize and how can you increase the perceived social pressures regarding the behavior?

i. Benefits: • Increase safety on campus • Emphasize the skills that students will learn in the Bystander Intervention Training • Increase knowledge of the availability of the resources and organizations on campus • Developing a community that seeks safety, a positive environment, and promoting positive relationships • Create inclusivity among students by allowing them to have their voices be heard through the “Falcon’s

Foster____” photo project ii. Increase social pressure by the following:

• Students who are involved in organizations (Greeks, athletes, honor societies, etc.) may be required to attend informational sessions about the community of care That way, if a certain number of people need to attend, this would increase awareness, involvement and positivity around the coalition

• The greater involvement, the more the conversation will continue and the more people will want to become involved with the coalition

• Create a call to action (Sign-up at union tables, campus updates, social media, banners at the union or outside between the trees à Make it so students will see the promotions for Bystander Intervention Training)

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If the target audience is in the preparation stage, how can you remove the perceived barriers and teach the necessary skills to perform the behavior?

i. Remove barriers by the following: • Creating an open, welcome and safe environment will remove barriers of the negativity and fear of talking about

sexual assault. If students feel that they have a positive environment to go to, it will be a more positive campus. Do this by creating flyers, social media sites, brochures, See Appendix A: Brochure design

• Hotline, or anonymous chat feature on the website so students or faculty can ask specific questions quickly and without fear that their identity will be uncovered

• Promote events and social activities for students to participate in, while learning informational material about how to help those in a troubling situation ii. Teach skills from the following:

• Teach talking points to those who have experienced sexual assault to inform and prepare students engage in conversations about this topic.

• Encourage people who have been personally affected by sexual assault, domestic violence, alcohol abuse, suicide, etc. to share their story at on-campus events to reduce the negative stigma and increase awareness

• Bystander Intervention Training • Stall talks – information about events and statistics relating to the problems on campus • Provide brochures to those who want to learn more about Community of Care Coalition, or

companies/organizations who want to partner with us If the target audience is in the action stage, how can you reinforce the behavior to make it likely that it will be repeated?

• Reinforce positive actions among the students • Encourage students to attend future events • Spread the word through social media about upcoming meetings and events • Increase positive word-of-mouth by offering incentives at each event (examples: t-shirts, food) • Utilize the Humanities Troupe to provide students with hypothetical situations to use in the real world • Provide students with a survey at the end of events or training to obtain feedback • Create short Instagram videos of students as to why they like the Community of Care, or why they chose to go to

the Bystander Intervention training (#BGCreatesCare) • Make the events interactive, but also informational and reasonably timed

If target audience members are in the maintenance stage, how can you help them to continue their commitment?

• Continue student commitment by keeping them involved in sexual assault prevention trainings • Create a student executive board to carry out events and policies. This would keep involvement high and serve as

a way to relay information to other students throughout the campus community • Encourage students to serve as advocates for the Community of Care Coalition so they can influence others to

gain more information and become a part of the process to change the campus environment • Include personal story videos on Community of Care social media sites (Instagram, Facebook, Twitter) to show

students how the bystander intervention training has impacted them • Keep students informed of the statistics decreasing (improving) after hosting events and trainings, and after

calculating the surveys • Provide students who continually attend events and trainings with emails keeping them up-to-date on the changes

happening with the coalition and providing them with an incentive (t-shirts, stress balls, buttons) to continue to attend future events/meetings/trainings

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TARGET AUDIENCES

Why M&M PR Agency chose these five various primary target segments of the BGSU population:

Primary Target Audiences 1. BGSU Male Students: This audience is comprised of men who are enrolled here at BGSU. Statistics show,

according to brad21.org, that binge drinking is more common in men than women. Due to this statistic, it is be crucial to focus on men as a target group because they are more susceptible to bad drinking behaviors.

2. BGSU Female Students: This audience is comprised of women who are enrolled here at BGSU. Due to the fact that women absorb alcohol into the bloodstream faster and metabolize it slower than men, they put themselves at a greater risk to experience sexual assault. Although females are usually more susceptible to sexual, maybe from excessive alcohol use, it is important to have them in the data to talk about their feelings toward the safety on campus to combat the numbers of sexual assault victims in women.

3. Athletes: This group is comprised of any gender, all ages and classifications in school, but are a member of a sports team here on campus. Brad21.org tells us that “college athletes tend to drink more than peers who are not involved with campus-based sports.” This is important to the data because students look up to the athletes, they are seen as campus leaders. As a member of the community of care, it is our responsibility to report on facts regarding alcohol use amongst these leaders and ways to perpetuate responsible drinking and no drug use.

4. Greeks: This audience is comprised of men of all ages and classifications in school, but are all members of the Greek community at BGSU. Greeks are important to the data because statistics show as found on brad21.org, “members of fraternities and sororities tend to drink more than students who do not participate in the Greek system,” Greeks have higher stereotypes associated with drinking.

5. High-risk Drinkers: This audience is comprised of men and women who are high-risk drinkers. Brad21.ord states, “alcohol is the #1 misused drug in the U.S.” This is because most people in the United States do not consider alcohol as being a drug. From this, we get people who drink over the limit for their specific state and more prone to becoming a high-risk drinker.

Why M&M PR Agency chose these three various secondary target segments of the BGSU population:

Secondary Target Audiences 1. Parents: Parents of BGSU students wish to see their children succeed throughout all aspects of the college

experience. When children seek advice, many times they are likely to turn to their parents, as this is their closest ally. By promoting the Community of Care Coalition Campaign to parents of BGSU students, they may be more inclined to talk to their children about the influence this campaign may have over their college experience.

2. Alumni: Alumni of BGSU wish to see their alma mater continue to make strides in improving the student experience on campus. When alumni come back to the University, many times they wish to see how the University has evolved and how the financial support from alumni has been utilized. By promoting the Community of Care Coalition Campaign to BGSU alumni, they may be more inclined to assist in financially supporting the campaign and also assist in implementing events and promotional tactics.

3. Faculty: BGSU faculty should be knowledgeable about the Community of Care Coalition Campaign programs and willing to reach out to students they see struggling. If faculties are aware of the various educational programs of this campaign, they are then able to spread the positive message of the Community of Care to students. Additionally, faculty are strong influencers in student’s lives as many students view faculty as advisors and life coaches to plan future goals after graduation.

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LAUNCHING THE CAMPAIGN

THEME The theme of this campaign revolves around the idea of community and “piecing” various parts of a community together to create a whole and safe space for students. The four main components of the Community of Care Coalition include alcohol awareness, suicide prevention, prescription drug abuse and sexual assault. There is a certain element in each of these individual campaigns that has to be addressed in a serious manner in order for students to pay attention and recognize the severity of each of these issues. The purpose of the campaign is to portray a serious yet welcoming environment so that students and secondary target audiences instantly feel a sense of support on BGSU’s campus.

SLOGAN

“Fostering a safe and secure environment”

The slogan reassures students and secondary target audiences that the Community of Care strives to create a safe environment or by definitions an environment “secure from liability to harm, injury, danger, or risk” (Dictionary). The Community of Care aims to provide students with the proper resources to either avoid or support any risky experiences. Additionally, the Community of Care works to create a secure environment, free of any possible harm or danger LOGO

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Symbolism: The circle represents the unity within the Community of Care. Each individual dot within the overall circle represent individuals and issues that the Community of Care has helped or can help through the resources and support that it provides to students and secondary audiences. This logo is the favorite of M&M PR, as the agency believes it holds the most symbolism and will be the most appealing to students. It also is the logo, which works well on promotional materials to market the Community of Care Coalition. Color and Font Choice: All three logos meet the BGSU marketing standards set by the University. The colors of orange and brown are chosen to represent this Coalition, as the Community of Care is mean to act as an overarching Coalition with smaller campaigns branching off of it. The font chosen (Helvetica) is utilized in accordance with the BGSU marketing standards as well. Creation: Each logo was created through the website Canva (www.canva.com) The logo created was also free to download. Logos may need to be remade utilizing Photoshop for better quality, which may be a possible task for the intern.

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Promotional Materials Promotional materials that will be used and where they will be used: Buttons : Hand out buttons because students could be a walking advertisement for the Community of Care Coalition.

§ 200 during First-Year Student Orientation § 300 during Open Weekend § 300 during Campus Fest § 300 during the Get Involved Fair § 200 during Greek Weekend § 200 during Homecoming Weekend § 75 during each Bystander Intervention Training § 100 at the Union tables § 75 at the Vagina Monologues

Stickers: Hand out stickers because students put stickers on their assignment books or computers. Students would be a walking advertisement for the coalition.

§ 200 during First-Year Student Orientation § 300 during Opening Weekend § 300 during Campus Fest § 300 during the Get Involved Fair § 200 during Greek Weekend § 200 during Homecoming Weekend § 75 during each Bystander Intervention Training § 100 at the Union tables § 75 at the Vagina Monologues

Pens: When using the pen, advertising the coalition, the students will remember the coalition.

§ 200 during First-Year Student Orientation § 350 during Opening Weekend § 350 during Campus Fest § 350 during the Get Involved Fair § 300 during Greek Weekend § 300 during Homecoming Weekend § 100 during each Bystander Intervention Training § 100 at the Union tables § 100 at the Vagina Monologues

Stress Balls: This is a more unique promotional item that students can use when they are feeling overwhelmed with school and need a break from all of their work.

§ 100 during First-Year Student Orientation § 250 during Opening Weekend § 200 during Campus Fest § 200 during the Get Involved Fair § 250 during Greek Weekend § 250 during Homecoming Weekend § 75 during each Bystander Intervention training § 75 at the Union tables § 75 at the Vagina Monologues

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Frisbees: This is another unique promotional item that students would play with when the weather is nice, and it will remind them of the coalition.

§ 50 during First-Year Student Orientation § 75 during Opening Weekend § 150 during Campus Fest § 150 during the Get Involved Fair § 150 during Greek Weekend § 200 during Homecoming Weekend § 75 during each Bystander Intervention training § 75 at the Union tables § 75 at the Vagina Monologues

T-Shirts: T-Shirts will promote the Community of Care Coalition, and they can initially be used as prizes at events on campus, until the coalition is more well-known.

§ 15 during First Year Student Orientation § 50 during Opening Weekend § 5 during Campus Fest § 5 during the Get Involved Fair § 15 during Homecoming Weekend § 10 during each Bystander Intervention training

Flyers/ Postcards: Place at:

§ The BGSU Health Center § The BGSU Women’s Center § The BGSU Rec Center § The BGSU Counseling Center § The Bowen Thompson Student Union § The LGBT Resource Center § The Career Center § Faculty Lounges around campus § Resident Halls § Classrooms § Restrooms

Hand out at: § 200 at the Union Oval at the beginning of Fall semester and the end of Spring semester § 100 during Freshman Orientation § 250 during Opening Weekend § 250 during Campus Fest § 250 during the Get Involved Fair § 250 during Greek Weekend § 250 during Homecoming Weekend § 100 during each Bystander Intervention training § 100 at the Union tables § 100 at the Vagina Monologues

*Continued on the next page

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Brochures/Pamphlets: Place at:

§ The BGSU Health Center § The BGSU Women’s Center § The BGSU Rec Center § The BGSU Counseling Center § The Bowen Thompson Student Union § The LGBT Resource Center § The Career Center § Faculty Lounges around campus

Hand out at: § 200 during Freshman Orientation

o Give to parents § 250 during Opening Weekend

o Give to Opening Weekend Group Leaders to pass out in their group § 200 Homecoming Weekend

o Give to Alumni § 250 during Campus Fest § 250 during the Get Involved Fair

Posters/Banners:

§ Outside between 2 trees during the month of April o April is Awareness of Sexual Assault

§ Red My Lips Campaign § Denim Day (April 29)

§ Outside between 2 trees during Suicide Prevention Week

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Promotional Events, Trainings, or Programs Promotional events, trainings, and programs that will be hosted and why: Self-Defense Classes: Host self-defense classes on campus. Attempt to partner with the recreation center, because all full-time students can utilize the rec center for free. Also, this would be a promotional event for both the coalition and the rec center. Self-defense trainings would be similar to the Bystander Intervention training, but it would present an additional avenue. This would be an interactive event, ultimately providing students with the tools to feel comfortable intervening in a dangerous situation. This would create a safer environment for students, because students would promote care, support, and confidence after the self-defense trainings. Informational Sessions for On-Campus Organization Leaders: Two times a semester, the coalition will hold an informational meeting for on-campus organization leaders who are interested in partnering with the Community of Care Coalition. This will give potential partners the opportunity to meet face-to-face with the executive board and the people who are behind the coalition. The informational meetings will provide the potential partners with information about the coalition and answer any questions. The brochures created about partnering with the coalition will be handed out at these meetings so the potential partners will have something additional to look over after the meeting, and contact the executive board if there are any additional questions that could be answered before fully committing to be a partner with the Community of Care Coalition. “Falcons Foster ________” Photo Project: Utilize Instagram to promote the coalition, continue an open conversation, and show that the coalition believes in hearing all individual’s voices on the BGSU campus. The “Falcons Foster ________” photo project would consist of people filling in the blank. The coalition will write “Falcons Foster ________” on different shapes of colored paper or cardboard See Appendix B- “Falcon’s Foster ____” Photo Project Details. These shapes and a camera will be taken to every event, program, and training hosted by the coalition. Participants will hold their sign, and an intern will take a photo. The photos will then be uploaded to the coalition’s Instagram. After accumulating multiple photos, they will be used to create a slideshow that will be used as a promotional tool at events or meetings hosted by the coalition in the future. The slideshow will explain what a community of care means to all of those individuals who are, or have been, a part of the BGSU communit.

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Additional Ideas to Strengthen the Coalition Hire Interns: In order to accomplish each goal, the coalition is going to need 2-3 interns to help implement the promotional materials and events. The job descriptions for each tutor is explained in detail in Appendix C- Intern Description and Duties. Create a Community of Care Coalition Executive Board: In order to accomplish each goal and become an integral part of the BGSU campus, the Community of Care Coalition needs an executive board. If there is a group of members in which students, faculty and staff, alumni, parents, and partners could reach, in order to gain more information, it will be extremely beneficial to the coalition. The executive board will work with the coalition interns to plan events and choose the best promotional materials to order for upcoming programs. Also, the executive board would be the face of the coalition, allowing it to stand out from other on-campus organizations. Develop a Community of Care Coalition website: Since our society is attached to technology, developing a website would be necessary for the coalition. The website would be the focal point of the Community of Care Coalition, giving individual’s a place to find additional information, as well as knowing who to contact if there are any questions that need to be asked. The website would be beneficial to students, as well as potential partners. Partners could learn more about the Community of Care Coalition through the website before committing to officially partner with the coalition. Develop Community of Care Coalition Social Media Pages (i.e. Facebook, Twitter, Instagram): This is a strong way to reach out to students on campus, as well as alumni. Technology is becoming the norm in our society, so posting information about upcoming events and programs hosted by the Community of Care Coalition will be beneficial in spreading awareness of the coalition. Also, Instagram is a necessity if you plan to do the “Falcons Foster ________” photo project after every event. This would raise awareness of the coalition, as well as creating a fun interactive element between the coalition and BGSU students.

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Our Campaign Works The following points demonstrate the confidence in this campaign to perfectly fit the needs and purpose of the Community of Care Coalition:

• All campaign materials follow the BGSU marketing standards: The logo and potential promotional materials that M&M PR has created already adhered to the BGSU marketing standards. The coalition can simply use the exact materials already developed to promote and enhance the Community of Care Coalition.

• Offering preliminary ideas and materials to jumpstart the coalition in the most effective way – leading to more specific plans for the future: Many of the ideas that we have suggested are simple and for the most part, inexpensive plans that can be implemented. This is important because the coalition is not currently well-known among the BGSU campus. The coalition needs these simple ideas suggested to promote and spread awareness about the coalition initially. These ideas can be implemented now, and continue to be implemented in the future. Implementing this campaign will increase awareness and enhance the discussion. However, after a few years, the coalition will be well-known among the BGSU community, and the events, trainings and programs hosted by the Community of Care Coalition can be created on a larger scale with the help of interns and the coalition executive board.

• Focusing on primary audiences with both traditional print and social media efforts: The best way to reach our primary audiences is considered. All materials are developed based upon what will interest and appeal to these specific primary audiences.

§ Posters and flyers to interest students, faculty and community members § Emails including information about upcoming events for students, alumni, parents, faculty and

staff § Individualized presentations to present to potential partners, on-campus organizations or off-

campus companies, foundations, and organizations § Social media to reach students, alumni, and community members § Coalition website to reach students, faculty, alumni, parents and community members

• Focusing on secondary audiences, as well as local Bowling Green community members, by creating both traditional print and social media materials: Secondary audiences are extremely important in seeing the Community of Care Coalition succeed. Faculty, staff, and parents are influential in each student’s life when in college, therefore focusing on these audiences will enhance all messages.

§ Brochures with detailed, relevant information for potential partners § Annual newsletters about what the Community of Care Coalition has been accomplishing,

sending through email or direct mail for alumni and parents See Appendix D: Annual Newsletter § Social media to reach students, alumni and community members § Coalition website to reach students, faculty, alumni, parents and community members § Emails including information about upcoming events for students, alumni, parents, faculty and

staff • Making the problems on the BGSU campus more personal while increasing awareness:

The “Falcons Foster ________” photo project will become well-known on the BGSU campus. The photo project will allow students, faculty and staff, and alumni to share their viewpoints of what a “Community of Care” means to them. This project allows every individuals voice to be heard, and includes them in an issue that reigns larger than themselves. Putting a slideshow together to show potential partners at events, trainings and programs will remind each attendee that everyone must work together to “foster a safe and secure environment.”

• Creating a Community of Care Coalition website will bring the campaign together: Society has become reliant on technology. Designing and implementing a cohesive website for the Community of Care Coalition will allow individual’s on campus, community members, potential partners, alumni and parents to learn more about the problems that are occurring on campus, as well as the specifics of the coalition. The website will display contact information, “Falcons Foster ________” photos and up-to-date information about upcoming events, programs and trainings. The website will become a focal point for the Community of Care Coalition, and if an individual needs additional information– they are able to then contact someone on the executive board to ask more specific questions.

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GOALS, OBJECTIVES, STRATEGIES, TACTICS

The following goals and objectives pertain to a yearlong campaign that will begin implementation in Fall 2015.

Goal one: Increase engagement in the community of care coalition -To increase student and faculty awareness and knowledge of the Community of Care Coalition and the training that it offers in order to create a more caring, united, and safer environment on the BGSU campus. Objectives:

• To create awareness and knowledge of the community of care coalition among students by 25 percent. • To create an image of the coalition that is recognized by 25 percent of the BGSU community. • To enlist 10 percent of the organizations on campus as active members of the community of the care

coalition. • To increase awareness and knowledge of the coalition among 15 percent of faculty and staff members by

sending a monthly newsletter or email through BGSU email. • To increase awareness and knowledge of the coalition among 10 percent of alumni by sending an annual

newsletter. • To increase awareness and knowledge of the coalition among 10 percent of parents by sending an annual

newsletter.

Goal Two: Educate students about the programs offered through the Community of Care Coalition -Provide students with the tools and efficacy to become comfortable enough to intervene as an active bystander. Objectives:

• To hold Community of Care Coalition meetings every other month, to plan events, new programs to promote, and discuss issues happening on campus.

• Increase awareness of the Bystander Intervention program among 30 percent of first-year students. • Increase awareness and knowledge of the Bystander Intervention program among 20 percent of the males

on the BGSU campus

Goal Three: Change attitudes and behaviors throughout the BGSU Community -To increase engagement in the Community of Care Coalition in order to see a more caring, united, and safer environment on the BGSU campus. Objectives:

• To train 10 Greek organizations per year in bystander intervention training • To train 3 student athlete teams per year in bystander intervention training • To train 10 percent of the males on campus in bystander intervention training per year • To train 10 percent of the females on campus in bystander intervention training per year • To see 15 percent of the BGSU campus community sign the “It’s On Us” campaign petition • To decrease alcohol use of 5 or more drinks in one sitting from 17.7 percent to 15 percent

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Goal Four: Create partnerships to strengthen the Community of Care Coalition -To strengthen the programs and help our messages reach a broader audience in order to see change happen.

Objectives: • To partner with 3 organizations per year on campus, such as New Student Orientation, USG, and the

LGBT community, to co-sponsor events. • To obtain 1-2 partnerships per year with outside, well-known foundations, organizations, and companies

such as the YWCA, to enhance relationships in the community and coalition, and increase the discussion about sexual assault/domestic violence

Goal Five: Utilize online and traditional print resources to promote the Community of Care Coalition

-To build a strong Community of Care Coalition social media presence, as well as print media presence, in order to direct students to resources available on campus, leading to further information about the coalition and resources throughout Bowling Green.

Objectives: • To reach 30 page views a day on the Community of Care Coalition website. • To promote the coalition and programming monthly through flyers, Campus Updates, Stall Talks and

posters. • To promote the coalition and programming at Campus Fest and union tables in order to utilize traditional

print resources and word-of-mouth. • To promote the coalition and programming through social media sites; including Facebook, Twitter and

Instagram • To reach 300 Likes on Facebook • To reach 300 Followers on Twitter • To reach 300 Followers on Instagram

*Strategies and tactics begin on next page

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Strategy Tactic Content

Develop Internships

PR Intern Event Planning Intern Web Design Intern Graphic Design Intern

Implement and Evaluate Job Descriptions, See Appendix C- Intern Description and Duties

Build Relationships Partnerships

Collaborate with Rec Wellness to plan self-defense classes

Collaborate with the Fraternity & Sorority Life to plan events for Greek Weekend

Host Bystander Intervention training during Greek Weekend so inductees have to be knowledgeable before joining the sorority or fraternity

Collaborate with SOAR (New Student Orientation) to include a speech to the parents while the students are at their own meetings

A speech and PowerPoint with a general overview of the Community of Care Coalition so they will talk to their students about the coalition.

Work with SOAR (New Student Orientation) to plan events and trainings for Opening Weekend

Include Bystander Intervention training information in the OWGLs talk with the first-years. Continue Humanities Troupe demonstrations during Opening weekend.

Collaborate with Vagina Monologues to plan an event during Love My Body week

Collaborate with the Counseling Center and the Women’s Center to promote national campaigns (i.e. Red My Lips, Denim Day, Love My Body)

Create flyers and posters to raise awareness about these national campaigns

Collaborate with the Alumni Association to plan Homecoming Weekend events

Find speakers who are past alumni and who have experienced any of the four problems. They would give speeches to the alumni, bringing a personal element.

Co-sponsor the Suicide Prevention 5K so they will co-sponsor with you on the Bystander Intervention Training

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Collaborate with BG24 so they will cover your events and promote the coalition on the show

Partner with YWCA Northwest Ohio to encourage students to learn about the YWCA and to have the YWCA co-sponsor an event during Sexual Assault Awareness month (April) during the academic year 2015-2016

On-Campus Organization Interaction

Go to a Undergraduate Student Government meeting once a semester to encourage the leaders of the campus to promote the coalition and be proactive about the problems on campus

Coalition Executive Board will present a speech, statistics, and a PowerPoint to explain the current changes happening since the implementation of the coalition

Go to LGBTQ organization meetings once a semester to discuss sexual assault, domestic violence, alcohol use, suicide and prescription drug abuse

Go to Student Organization of SAAFE Advocates meetings once a semester

Keep SAAFE in the loop about the progress that the coalition has been making, or changes that need to be implemented to see more change

“Falcons Foster ________” Photo Project

Develop “Falcons Foster______” Project

Photo Project à Slideshow to use as a promotional tool at future events or meetings

Every individual voice of the BGSU community is heard through this photo project

Set up a union table every other “Falcon Friday” to promote the photo project

Event-Oriented First-Year Orientation

“Falcons Foster ______” Photos

Have students fill in the blank to get first-

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years already involved and learning about the “community of care” BGSU is creating

Set up a table with promotional materials about the coalition (i.e. buttons, brochures, Frisbees, pens)

Opening Weekend

“Falcons Foster ______” Photos

Have people fill in the blank to get all people involved

Campus Fest

Set up table to interact with other on-campus organizations with tables nearby

“Falcons Foster ______” Photos

Have students fill in the blank and take their picture for Instagram

Provide promotional materials about the coalition (I.e. stress balls, pens, flyers/postcards, Frisbees, buttons)

Pass out materials to students, tell them a little about the coalition, and have them sign their name and email address if they want to learn more

Greek Weekend

Incorporate a Bystander Intervention training into the Greek Weekend Activities

Making this mandatory will make more students attend and realize it is beneficial

“Falcons Foster ______” Photos

Have current, and potential, Greeks fill in the blank and take pictures for Instagram

Homecoming Weekend

Co-host an event with the Alumni Association

Explain the coalition and the positive changes that have been happening on campus since implementing the campaign

“Falcons Foster ______” Photos

Have alumni fill in the blank and take pictures for Instagram

“It’s On Us” campaign

Create a banner and have all students, alumni, faculty and staff sign it as a promise to sign the pledge online and be an active bystander (Hang during Sexual Assault Awareness month)

Vagina Monologues

Set up a table at the Vagina

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Monologues to hand out brochures and promo materials

Co-host an event with the Vagina Monologues during “Love Your Body” week

Create an upbeat event, celebrating all peoples bodies and individuality

Sexual Assault Awareness Month events

Friday, April 1

Hang “It’s On Us” poster that was signed during Homecoming Weekend

Red My Lips Campaign

April 1 – April 30

Have an intern create a flyer to post on the coalition’s Facebook page, as well as hang around campus

Friday, April 8 Friday, April 15 Friday, April 29

Set up a union table to take pictures of those participating in the “Red My Lips” campaign

Friday, April 8 Friday, April 15 Friday, April 29

Set up a union table to sell “Red My Lips” tattoos and give the funds to the national campaign

Denim Day

Monday, April 25

Send emails and pass out flyers at the union oval to inform all students, faculty and students to wear denim on April 29

Friday, April 29

Post information on social media sites to get as many students wearing denim together on the union oval for a picture to post on the sites

Friday, April 29

Post contest on social media sites for anyone wearing red lipstick, or the “Red My Lips” campaign tattoos to come to the oval and be entered in a drawing to win a prize (Coalition materials à T-Shirt, stress ball, Frisbee, and a gift card to somewhere in BG)

Love Your Body Week

February 2016

Co-Sponsor an event with the Vagina Monologues group on campus

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Sports Events

Pass out Community of Care Coalition brochures and flyers about Bystander Intervention training when students are swiped into the games

If you want to be more proactive and see a “community of care” on your campus – attend the Bystander Intervention trainings

Bystander Intervention Training

Promote during Opening Weekend and have OWGLs discuss it with their groups of first-year students

Host a Bystander Intervention training during Greek Weekend

Communication Face-To-Face

Go to Undergraduate Student Government meetings once a semester to encourage the leaders of the campus to promote the Bystander Intervention training, the coalition, and be proactive about the problems on campus

Coalition Executive Board will present a speech, statistics, and a PowerPoint to explain the current changes happening since the implementation of the coalition

Go to LGBTQ organization meetings once a semester to discuss sexual assault, domestic violence, alcohol use, suicide and prescription drug abuse

Go to Student Organization of SAAFE Advocates meetings once a semester

Keep SAAFE in the loop about the progress that the coalition has been making, or changes that need to be implemented to see more change

Banners, Flyers, Postcards

Hang flyers, provide brochures, and place postcards on the tables in the BGSU Health Center, Women’s Center, Rec Center, Counseling Center, union, LGBT Resource Center, Career Center, Faculty lounges, resident halls

Write on classroom white boards

Information about when the next coalition meetings, Bystander Intervention trainings, or upcoming events are happening

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Stall Talks

Hang up Stall talks and flyers in restrooms around campus

Include pull-tabs at the bottom with dates, times, and locations for upcoming events, etc.

Direct Mail

Postcards to students on-campus res hall mailboxes to promote an upcoming training or large event hosted by the coalition

Annual Newsletters to parents and alumni

Explaining what the coalition has accomplished and the positive changes that have happened in creating this “community of care”

Brochures in student organization mailboxes

Potential, or current, partnership information

Digital Media Campus Updates

Use Campus Updates when a large event is coming up within the next week (i.e. Red My Lips, Bystander Intervention Training)

Emails

Send to partners two weeks before hosting an event so they will send a representative of the organization to be in attendance

Give an overview of the event, with additional information (dates, times, locations, etc.)

Community of Care Coalition Website

Develop a website that becomes the location in which anyone can view it and learn about the coalition and trainings

Include the mission statement, executive board, calendar of upcoming programs, photos from “Falcons Foster” project

Social Media Facebook

Develop a Facebook page and include the Facebook logo on flyers, brochures, etc. to increase awareness of the page

Reach 300 likes on Facebook

Share stories that are current- related to sexual assault, domestic violence, alcohol, prescription drugs, and suicide

Create posts/updates when the

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coalition will be at union tables

Create Facebook events for Bystander Intervention trainings

Post some of the photos from the “Falcons Foster _____” photo project and connect it to Instagram

Post photos from all events, trainings, programs and co-hosted events (i.e. Vagina Monologues)

Write interactive posts to those who “like” the page to engage in conversation regarding the coalition

Twitter Develop a Twitter account and include the Twitter logo on flyers, brochures, etc. to increase awareness of account

Reach 300 Followers on Twitter

Tweet statistics/facts about sexual assault, alcohol, prescription drugs, and suicide See Appendix E- Sample Tweets

Tweet about upcoming events, trainings, and programs

Make the events sound interactive and provide dates, times, locations, etc.

Tweet about visiting the Instagram page to see “Falcons Foster ______” photos

Live tweet during events hosted by the Community of Care Coalition

Write interactive tweets (i.e. questions) to encourage “followers” to engage in conversation regarding the coalition

Instagram

Develop an Instagram account and include the Instagram logo on flyers, brochures, etc. to increase awareness of account

Reach 300 Followers on Instagram

Post photos from the “Falcons Foster ______” photo project

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Post photos while an event, training, or program is happening

Post photos of the partners and include their organization information to promote them

Write interactive captions to encourage “followers” to engage in conversation regarding the coalition

Traditional Media BG24 News

Provide them with information about upcoming events that the channel can use on their news segments

Broadcast Release

BG News

Feature Story

Advertisements

News Release

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EVALUATION

Goal one: Increase engagement in the community of care coalition -To increase student and faculty awareness and knowledge of the Community of Care Coalition and the training that it offers in order to create a more caring, united, and safer environment on the BGSU campus. Objectives:

• To create awareness and knowledge of the community of care coalition among students by 25 percent. • To create an image of the coalition that is recognized by 25 percent of the bgsu community. • To enlist 10 percent of the organizations on campus as active members of the community of the care

coalition. • To increase awareness and knowledge of the coalition among 15 percent of faculty and staff members by

sending a monthly newsletter or email through bgsu email. • To increase awareness and knowledge of the coalition among 10 percent of alumni by sending an annual

newsletter. • To increase awareness and knowledge of the coalition among 10 percent of parents by sending an annual

newsletter. Measurable Keys to Success Awareness and Knowledge

• Create social media sites for the coalition - Reach 200 Likes on Facebook by the end of the 2015-2016 school year - Reach 200 Followers on Twitter by the end of the 2015-2016 school year - Reach 200 Followers on Instagram by the end of the 2015-2016 school year

• Create a website for the coalition and reach 30 page views per day • Create a logo that is recognizable to 25 percent of the BGSU community • Send an annual newsletter to 10 percent of parents and 10 percent of alumni • Attend Campus Fest and the Get Involved Fair yearly, and set up union tables monthly to promote the coalition

and upcoming events through face-to-face communication • Create a program for training and interactive programs during Opening Weekend to focus on first-year students,

and show them that they can be a part of a caring, united community • Create programs (i.e. speakers, dinners, events) during Homecoming Weekend to focus on alumni who have come

back to BGSU and show them how the community has come together to be more united and safe • Create programs (i.e. speakers, sign-ups, interactive events) during Greek Weekend to focus on Greek

organizations, both males and females • Give out 50 stress balls at each event • Give out 50 buttons at each event • Give out 5-10 t-shirts at each event

Attitude and Behavior Changes Ø Before the training/programs

• Have students fill out a survey about 2 months after the 2015-2016 school year started to determine if they know about, or have heard about the Community of Care coalition

Ø About a month or two after the training/programs • Have high interaction on social media pages continuing the discussion and topics that were initiated at the

Bystander Intervention training or other coalition programs - Have 25 students post positive comments on a status or tag the coalition in a photo or post on Facebook - Have 35 students favorite or retweet a tweet or link of Twitter - Have 40 students like and/or comment on a photo or video on Instagram - Have 40 students create a short Instagram video explaining why they like the Community of Care, why they

decided to become a supporter of it, or what a caring community means to them – and they will use the hashtag #BGCreatesCare

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Goal Two: Educate students about the programs offered through the Community of Care Coalition -Provide students with the tools and efficacy to become comfortable enough to intervene as an active bystander. Objectives:

• To hold Community of Care Coalition meetings every other month, to plan events, new programs to promote, and discuss issues happening on campus.

• Increase awareness of the Bystander Intervention program among 30 percent of first-year students. • Increase awareness and knowledge of the Bystander Intervention program among 20 percent of the males

on the BGSU campus Measurable Keys to Success Awareness and Knowledge

• Hold Community of Care coalition meetings every other month • Utilize social media, flyers, posters, Campus Updates, Stall Talks, etc. to promote the training and programs

giving the viewers the information about the dates, times, and locations for each training/programs • Bring about awareness of the slogan and logo of the Community of Care

Attitude and Behavior Changes Ø Before the training/programs

• Have students fill out a survey to determine their knowledge about sexual assault, domestic violence, alcohol use, bystander intervention, and the coalition

Ø Directly after the training/programs • Have students fill out the same survey that they filled out BEFORE the training and measure how their knowledge

of sexual assault, domestic violence, alcohol use, bystander intervention, and the coalition has changed since holding the training

• Have students fill out surveys to determine if they would feel more comfortable intervening if they saw something questionable or dangerous after attending the Bystander Intervention training

• Have students fill out a survey to determine how they heard about the training/programs and why they decided to come

Ø About a month or two after the training/programs • Have students fill out a survey to determine if they learned something new and valuable at the training/programs

that they have already executed in the real world • Have students fill out a survey to determine if they would attend future trainings or programs held by the

coalition • Have students fill out surveys to determine if they have become more aware of alcohol use, or physical

relationships, when on or off campus after the training/programs • Send surveys to students, faculty and staff to determine if they have attended any coalition meetings, or if they

know where to go if they have concerns that the coalition could help with • Send surveys to students to determine if they attended the training and programs, and if not- why they did not

attend - Include a follow-up question on the survey that if they did not attend, what would make them consider

attending future trainings or programs

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Goal Three: Change attitudes and behaviors throughout the BGSU Community -To increase engagement in the Community of Care Coalition in order to see a more caring, united, and safer environment on the BGSU campus. Objectives:

• To train 10 Greek organizations per year in bystander intervention training • To train 3 student athlete teams per year in bystander intervention training • To train 10 percent of the males on campus in bystander intervention training per year • To train 10 percent of the females on campus in bystander intervention training per year • To see 15 percent of the BGSU campus community sign the “It’s On Us” campaign petition • To decrease alcohol use of 5 or more drinks in one sitting from 17.7 percent to 15 percent

Measurable Keys to Success Awareness and Knowledge

• Create an “It’s On Us” banner that students can sign at union tables • Create social media sites for the coalition

o Reach 200 Likes on Facebook by the end of the 2015-2016 school year o Reach 200 Followers on Twitter by the end of the 2015-2016 school year o Reach 200 Followers on Instagram by the end of the 2015-2016 school year

• Create a website for the coalition and reach 30 page views per day • Send an annual newsletter to 10 percent of parents and 10 percent of alumni • Attend Campus Fest and the Get Involved Fair yearly, and set up union tables monthly to promote the coalition

and upcoming events through face-to-face communication • Create a program for training and interactive programs during Opening Weekend to focus on first-year students,

and show them that they can be a part of a caring, united community • Create programs (i.e. speakers, dinners, events) during Homecoming Weekend to focus on alumni who have come

back to BGSU and show them how the community has come together to be more united and safe o Also focus on athletes during Homecoming Week to get them involved in Bystander Intervention training

and being about awareness among athletes • Create programs (i.e. speakers, sign-ups, interactive events) during Greek Weekend to focus on Greek

organizations, both males and females • Give out 50 stress balls at each event • Give out 50 buttons at each event • Give out 5-10 t-shirts at each event

Attitude and Behavior Changes Ø Before the training/programs

• Have students fill out a survey to determine their knowledge about sexual assault, domestic violence, alcohol use, bystander intervention, and the coalition

Ø Directly after the training/programs • Have students fill out the same survey that they filled out BEFORE the training and measure how their knowledge

of sexual assault, domestic violence, alcohol use, bystander intervention, and the coalition has changed since holding the training

Ø About a month or two after the training/programs • Have males students, Greek organizations, and athletes fill out surveys to determine if they have noticed the

people they are around have been more respectful or have changed their attitudes or behaviors concerning sexual assault, domestic violence, and alcohol use

• Send surveys to high-risk drinkers if possible. If we do not specifically know who the high-risk drinkers are, send a survey to all students and ask if they are a high-risk drinker and if they have decreased their drinking usage after the Community of Care Coalition programs have been implemented

• Have students fill out surveys to determine if they feel safer on campus after the Community of Care Coalition trainings/programs have been implemented

• Have students fill out surveys to determine if they are more understanding and considerate of people they interact with on campus, or in the community

• Have students fill out a survey to determine if they learned more about the “It’s On Us” campaign because of the coalition and if they signed the petition

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• Create an additional “follow up” survey similar to that of the NCHA data set to determine attitude and behavioral changes toward sexual assault

Ø Focus on faculty and staff, parents, alumni, and community members • Send surveys to community members to determine if they have noticed the community to be safer, more caring,

or more respectful after our programs had been implemented • Send surveys or contact local authorities to determine if crime rates, violence, or alcohol use arrests or call-ins

have decreased since program implementation • Send surveys to faculty and staff members to see if they have noticed more respect or care among their students • Send surveys to community members, local business owners, and students to determine if they feel the

community has become more cohesive, united, and more positive after our programs have been implemented • Send surveys to faculty and staff, parents and alumni to determine if they have learned more about the “It’s On

Us” campaign because of the coalition and if they signed the petition

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Goal Four: Create partnerships to strengthen the Community of Care Coalition -To strengthen the programs and help our messages reach a broader audience in order to see change happen.

Objectives: • To partner with 3 organizations per year on campus, such as New Student Orientation, USG, and the

LGBT community, to co-sponsor events. • To obtain 1-2 partnerships per year with outside, well-known foundations, organizations, and companies

such as the YWCA, to enhance relationships in the community and coalition, and increase the discussion about sexual assault/domestic violence.

Measurable Keys to Success Awareness and Knowledge

• Hand out brochures that list information about the coalition to potential partners who are interested in sponsoring events or becoming a part of the coalition

• Hold an informational meeting for leaders of on-campus organizations to go to in order to learn more about the coalition and what the coalition is aiming to do

• Partner with on-campus organizations to strengthen programming and co-sponsor events • Partner with outside foundations, organizations, and companies

Attitude and Behavior Changes • Send surveys to community members to determine if they have learned about the Community of Care coalition

and out programs through a local foundation, organization, or company • Send surveys to on-campus organization leaders to determine if they feel that they have benefitted from

partnering with the Community of Care coalition • Send surveys to on-campus organizations that are not yet partnered with the coalition to determine why they have

not partnered with us and see if they would be interested - Also send a partner brochure to give them more information before making a final decision

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Goal Five: Utilize online and traditional print resources to promote the Community of Care Coalition -To build a strong Community of Care Coalition social media presence, as well as print media presence, in order to direct students to resources available on campus, leading to further information about the coalition and resources throughout Bowling Green.

Objectives: • To reach 30 page views a day on the Community of Care Coalition website. • To promote the coalition and programming monthly through flyers, Campus Updates, Stall Talks and

posters. • To promote the coalition and programming at Campus Fest and union tables in order to utilize traditional

print resources and word-of-mouth. Measurable Keys to Success Awareness and Knowledge

• Print flyers, postcards, and stickers to handout during Campus Fest, the Get Involved Fair, and at the union monthly to give something tangible to each student so they will remember the coalition

• Print posters and banners to hang up between the trees on campus and in the union – which will spread the word about the Community of Care coalition and continue the conversation about what the coalition does and the problems that they are trying to fix

• Utilize the weekly Stall Talks and daily Campus Updates to promote the coalition and any upcoming events/trainings/meetings

• Send emails and newsletters to parents and alumni so they are aware of what the Community of Care coalition is doing through events, programming, partnerships, personal stories, etc.

• Create social media sites (i.e. Twitter, Facebook, Instagram) • Create a Community of Care coalition website • Give out 50 stress balls at each event or when at the union tables • Give out 50 buttons at each event or when at the union tables

Attitude and Behavior Changes Ø About a month or two after the training/programs

• Have students fill out surveys to determine if they have liked or followed the coalition on social media, and if they have gained information through using the social media or coalition’s website

• Sending surveys to community members to determine if they have seen flyers, posters or postcards promoting the coalition and trainings/programs

Ø Focus on faculty, staff, parents and alumni • Send surveys to faculty and staff, parents and alumni to determine if they have liked or followed the coalition on

social media, and if they have gained information through using the social media or coalition’s website • Send surveys to parents, faculty and staff, and alumni to determine if they read the annual newsletters, and if they

learned about the Community of Care Coalition through the articles provided to them Sending surveys to community members to determine if they have seen flyers, posters or postcards promoting the coalition and trainings/programs

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IMPLEMENTATION TIMELINE

The following timeline lays out the tentative schedule for the upcoming campaign. In order for the campaign’s tactics to be effective and efficient, each have been organized to ensure all print materials, media exposure and events allow for each goal and corresponding objectives to be achieved.

May 2015 1. Post job description(s) and listing(s) for the next two Community of Care Coalition interns

2. Select two Community of Care Coalition interns (May 2015 to August 2015 term)

3. Hold nominations and elections for the 2015-2016 Community of Care Executive Board

4. Contact potential partners: • Orientation Program • VISION • USG • The Women’s Center • FORCE • Student Organization’s of SAAFE Advocates • Wood County Hospital

5. Place order for all promotional materials utilized for First Year Student Orientation

June 2015 1. Educate interns about the Community of Care Coalition and the underlying purpose of the organization

2. Solidify the logo and the tagline for the entire campaign 3. Develop the Community of Care Coalition website, Facebook Page and

Twitter handle 4. Solidify designs for fliers, brochures and other promotional materials 5. Develop and print “Falcon’s Foster_____” promotional poster

July 2015 1. Post job description(s) and listing(s) for the next two Community of Care Coalition interns

2. Select two Community of Care Coalition interns (August 2015 to December 2015 term)

3. Reserve table for Campus Fest 4. Schedule social media posts through December 5. Design handouts for Opening Weekend events

August 2015 1. Prepare for students to return 2. Print and distribute handouts 3. Have Community of Care informational flyers posted around campus

prior to the start of classes 4. Plan for first informational session for organization leaders on campus 5. Begin planning for first Bystander Intervention Training program

September 2015 1. Create Stall Talk content and submit for bi-weekly publication follow guidelines:http://www.bgsu.edu/offices/sa/recwell/wellness/page62095.html

2. Host first informational session about the Community of Care for on-campus organization leaders

3. Begin promotion of “Falcon’s Foster____” photo project 4. Design promotional flyers for October events and trainings

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5. Plan for first Bystander Intervention Training session 6. Plan for Homecoming Weekend events

October 2015 1. Host first Bystander Intervention Training session 2. Create Stall Talk content and submit for bi-weekly publication 3. Design promotional flyers for November events and trainings 4. Host Homecoming Weekend events 5. Participate in Campus Health Fair 6. Host a union table to promote the “Falcon’s Foster____” photo project

every other Falcon Friday

November 2015 1. Post job description(s) and listing(s) for the next two Community of Care Coalition interns

2. Create Stall Talk content and submit for bi-weekly publication 3. Design promotional fliers for January events and trainings 4. Host a union table to promote the “Falcon’s Foster____” photo project

every other Falcon Friday

December 2015 1. Select two Community of Care Coalition interns (January 2016 to May 2016 term)

2. Educate interns about the Community of Care Coalition and the underlying purpose of the organization

3. Utilize evaluation methods to reflect upon the previous semester 4. Plan and implement changes for the upcoming semester 5. Confirm events for spring semester

January 2016 1. Educate interns about the Community of Care Coalition and the underlying purpose of the organization

2. Schedule social media posts through May 2016 3. Create Stall Talk content and submit for bi-weekly publication 4. Reserve table for Get Involved Fair 5. Design promotional fliers for February events and trainings 6. Host a union table to promote the “Falcon’s Foster____” photo project

every other Falcon Friday 7. Plan to host event for Love Your Body Week

February 2016 1. Create Stall Talk content and submit for bi-weekly publication 2. Design fliers for March events and trainings 3. Host a union table to promote the “Falcon’s Foster____” photo project

every other Falcon Friday 4. Host event for Love Your Body Week

March 2016 1. Post job description(s) and listing(s) for the next two Community of Care Coalition interns

2. Create Stall Talk content and submit for bi-weekly publication 3. Design promotional fliers for April events and trainings 4. Host a union table to promote the “Falcon’s Foster____” photo project

every other Falcon Friday

April 2016 1. Select two Community of Care Coalition interns (May 2016 to August 2016 term)

2. Educate interns about the Community of Care Coalition and the underlying purpose of the organization

3. Compile photos from “Falcon’s Foster____” photo project and create a

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Youtube video 4. Participate in National Red Your Lips Campaign 5. Participate in National Denim Day

May 2016 1. Utilize evaluation methods to reflect upon the previous semester 2. Hold nominations and elections for the 2016-2017 Community of Care

Executive Board 3. Plan and implement changes for the upcoming semester 4. Contact additional potential partners for the upcoming year

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ESTIMATED BUDGET

All estimated totals are rounded up to the next whole dollar, allowing flexibility in the overall budget total. The in-house printing budget is approximated at ______ allowing some variance in the remaining budget amongst other totals Additionally, student organizations are granted access to the paint and poster room on campus in Room 406 of the Bowen-Thompson Student Union. This room provides free banner paper, sheets, paint, markers and letter punches.

The marketing budget allotted by Dr. Garret Gilmer is $5,000. However, it is crucial to sustain the life of the Coalition that the executive board gain partnerships with organizations on campus to co-sponsor large scale events which cannot be solely funded by the Coalition. If this plan is selected students will continue to talk about this campaign for years to come as social media and positive word of mouth will play a large influence into the success of the campaign. It is recommended for the Community of Care Coalition to sign up on the Ebates website (www.ebates.com) to receive a discount for products. However, please note this only applies to participating websites. Please reference Appendix E- Budget Specifics to view further pricing information.

PRODUCT(S) & SERVICE(S) COST(S)

Intern(s) Free (will receive class credit) Facebook Free Instagram Free Twitter Free Photography Equipment (utilize from West Hall) Free Press Releases (newspapers) Free Logo utilizing Canva Free Stress Balls | Discount Mugs (1,475 needed for campaign purposes)

$734.40 (priced for 1,480 stress balls)

T-shirts | NiceShirt (100 for campaign purposes)

$1,150 (priced for 200 shirts)

Buttons | Pure Buttons (1,750 needed for campaign purposes)

Price varies depending upon quantity ordered Estimated Price:

Stickers | Print Runner (1,750 needed for campaign purposes)

$44.00 (priced for 2,000 stickers)

Pens | Four Imprint (2,150 needed for campaign purposes)

$595.00 (priced for exact amount)

Frisbees | Four Imprint (1,300 needed for campaign purposes)

$648.00 (priced for exact amount)

Postcards | Vistaprint (1,850 needed for campaign purposes)

$150.00 (priced for 2,000 postcards)

Brochures | Vistaprint (1,150 needed for campaign purposes)

$450.00 (priced for 1,500 brochures)

Banners | Vistaprint (2 large banners for campaign purposes) Product Specifications: 2.5 x 10 Horizontal

$130 (priced for exact amount)

BUDGET TOTAL: $3,901.40

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SUSTAINABILITY

Sustainability is an important element for any public relations campaign. It is necessary to gain partnerships within the community through on-campus organizations and local companies, organizations, and foundations, in order to continually provide support to the Community of Care Coalition. These strong partnerships will allow the coalition to thrive and remain secure in the Bowling Green community. It is highly suggested to obtain partnerships with the following organizations:

• New Student Orientation • Dance Marathon

• Undergraduate Student Government • Exceptional Intellectual Ladies

• Student Alumni Connection • Love Over Harm • Student Wellness Network • Precious Stones

• BG24 News

• The Health Center

• VISION • Graduate Women’s Caucus

• Association for Women in Communications • Feminist Organization Raising Consciousness &

Empowerment (FORCE)

• World Student Association • Office of Multicultural Affairs

• Public Relations Student Society of America (PRSSA)

• Student Organization of SAAFE Advocates

• The Women’s Center • Your Fellow Falcon

• University Activities Organization • Panhellenic Council • The YWCA of Northwest Ohio • Wood County Hospital

Obtaining these partnerships will enhance relationships within the community as the partners will co-sponsor events, as well as promote upcoming events, trainings and programs hosted by the Community of Care Coalition. Another solution to ensure sustainability for the Community of Care Coalition will be to utilize free social media sites to promote the coalition and continue the conversation of the problems that exist on campus. The “Falcons Foster ________” photo project will consist of individuals filling in the blank, explaining what a community of care on the BGSU campus means to them. The participants will either cover their faces with the sign, or smile in the photos. Photos can be taken by setting up a table in the union, setting up a table at Campus Fest and the Get Involved Fair and before, during or after trainings, events and programs hosted by the Community of Care Coalition. Over time, the photos will be put together to create a slideshow that can be used as a promotional tool at events or meetings hosted by the coalition in the future. Cameras from West Hall will be utilized to complete this project, as they are free. Also, the photos will be posted on Instagram and on the coalition’s website as these sites are free. An additional solution to ensure sustainability will be to partner with the on-campus recreation center to host self-defense classes. The first-year females presented this idea during the focus group. Self-defense trainings will create another avenue to provide students with the necessary tools to feel comfortable intervening as an active bystander when witnessing a dangerous situation. Hosting the self-defense classes at the rec center will be beneficial and feasible as full-time students can attend the rec center for free. Partnering with the rec center will also lead to promotions for both the rec, as well as the Community of Care Coalition. This idea would ultimately create a safer environment for students, because students would promote care, support and confidence after the self-defense trainings. Obtaining partnerships, utilizing social media, and hosting events with on-campus organizations or potential partners will be extremely beneficial to ensure and enhance sustainability for the Community of Care Coalition.

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LIMITATIONS

1. Choosing the right amount of promotional materials: There are areas of a campaign in which public relations practitioners cannot be 100 percent certain of the amount of people who will be attending upcoming events, or who will notice the promotional print materials hung around campus. When choosing the amount of promotional materials to order for each event, it was based on how many people are usually in attendance of these events, or how often individuals frequent the locations that have been suggested. 2. Focus Groups: Focus groups are extremely beneficial, but it can be challenging to not make generalized statements about the information learned from each focus group. Focus groups are only a small sample of the BGSU population. So although helpful insight and suggestions are gained through conducting focus groups, the insight that is provided cannot be used as a way to explain the feelings and opinions of the entire BGSU population. 3. Evaluation Surveys: Even if a strong evaluation plan has been developed to measure the success of a campaign, many participants may not be honest in answering those surveys. Some individuals may not have the time or the interest in answering a survey that is sent to them, so they may simple answer the questions without truly giving any in-depth thought to their answers. This would provide the coalition with unreliable feedback.

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CONTACTS

Name Title Organization Email or Phone

Garrett Gilmer Director Counseling Center ggilmer@bgsu.edu Faith Yingling Director Wellness Connection faithy@bgsu.edu Holly Grunn Coordinator for FSL Fraternity & Sorority Life hgrunn@bgsu.edu Chris Bullins Associate Dean of Students Fraternity & Sorority Life chrishb@bgsu.edu

Jeff Kegolis Assistant Dean of Students Center for Leadership jkegoli@bgsu.edu Dr. Mary Krueger Director Women’s Center mkruege@bgsu.edu

Jessica Huddleston

Assistant Dean of Students New Student Orientation Huddlej@bgsu.edu

Shea McGrew Vice President for University Advancement/President & CEO, BGSU Foundation lc.

Alumni Center smcgrew@bgsu.edu

Sarah Waters Director of Residence Life Residence Life waters@bgsu.edu

Tobias Spears Senior Coordinator LGBT Programs & Services tobiass@bgsu.edu Jodi Webb Dean of Students Student Affairs (New Student

Orientation) jwebb@bgsu.edu

Rebecca Kocher Assistant Vice President Alumni and Annual Giving Association

rkocher@bgsu.edu

Skyler Rogers Co-Founder Niceshirt.org skyler@niceshirt.org

Greg Robinson President Interfraternity Council grobiso@bgsu.edu

Kelly Rowe President Panhellenic Council krowe@bgsu.edu

Victor Senn President Undergraduate Student Government

vsenn@bgsu.edu

Ashley Hillis

President Student Alumni Connection ahillis@bgsu.edu

Chris Otte President Student Wellness Network chrismo@bgsu.edu

Megan Gallagher President BG24 News meganrg@bgsu.edu

Luke Grabski President VISION (LGBTQ Organization)

esgrabs@bgsu.edu

Dr. Alberto Gonzalez

Professor and Chair Association for Women in Communications

agonzal@bgsu.edu

Andrea Michelle Voogd

Advisor World Student Association avoogd@bgsu.edu

Alison Doughty President Dance Marathon dalison@bgsu.edu

Kendall Payne President Exceptional Intellectual Ladies krpayne@bgsu.edu

Amanda Karr President Love Over Harm ajkarr@bgsu.edu

Jessica Walls President Precious Stones wallsj@bgsu.edu

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Daniel Galek President Student Organization of SAAFE Advocates

dgalek@bgsu.edu

Allie Lahey President Graduate Women’s Caucus eadamo@bgsu.edu

Anna Crabill President PRSSA/ Student Run Firm acrabil@bgsu.edu

Madison Georgoff Civic Action Leader Office of Service Learning madisongeorgoff@gmail.com

Gregory Robinson Intern University Tees

Darrianne Danae Dunham

VISION dunhamd@bgsu.edu

Ramune Braziunaite

Faculty Advisor Women in Communications Chapter

ramune@bgsu.edu

Julie Broadwell SAAFE Center jbroadwe@bc.wcnet.org

* Those highlighted in green are interested in learning more about the Community of Care Coalition. Those bolded in black font have confirmed their interest in obtaining a partnership or are already a partner of the Community of Care Coalition.

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APPENDIX A- Brochure Design

*Backside shown on next page

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APPENDIX B- “Falcon’s Foster ______” Photo Project Mockup

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APPENDIX C- Intern Descriptions and Duties

Intern Hiring Process 1. Post the intern descriptions on WorkNet and promote the position throughout campus by posting flyers, and

talking to public relations, graphic design, and event planning organizations. Begin to post the job descriptions (below) in May or June 2015.

2. Review applications and conduct interviews with promising candidates. 3. Hire 2 separate interns

-One public relations/event planning intern -One web/graphic design intern

4. Each intern will work approximately 10-15 hours per week 5. No compensation. It is not in the budget, and many interns are often not paid. 6. The public relations/event planning intern will work to write pieces and promote events, trainings, and programs. 7. The web/graphic design intern will be in charge of designing promotional materials and keeping the Community

of Care Coalition website and social media pages up-to-date. 8. Both the public relations/event planning intern and the web/graphic design intern will work together to create

strong, promotional materials to continue the conversation and spread awareness of the Community of Care Coalition.

Public Relations/Event Planning Intern – Job Description Positions Available: 1-2 Job Responsibilities:

§ Contact on-campus organization leaders to discuss co-sponsoring upcoming events § Contact local companies, organizations and foundations to discuss co-sponsoring and promoting upcoming events

to community members § Order any promotional materials (i.e. t-shirts, buttons, pens, stress balls, flyers, posters, etc.) § Attend all events, trainings, and programs hosted by the Community of Care Coalition

o Interact with students and faculty members in attendance § Assist in setup and tear down at any events, programs and trainings § Promote upcoming events, programs and trainings through flyers, PSAs, newsletters, social media, website, etc. § Write annual newsletter content to be sent to alumni and parents § Write posts to share on Facebook and Twitter; find articles and links to share on Facebook and Twitter (try to

increase interaction on social media by asking questions) § Create evaluation surveys

Skills Needed: § Organization and attention to detail § Strong writing skills § Strong communication skills § Knowledge and ability to use social media § Knowledge of Microsoft Word, Excel and PowerPoint

Education: Current undergraduate student Majors Desired: Public Relations, Marketing, Event Planning/Tourism/Leisure, Communications Experience: None, but must provide writing samples and prior promotional materials Hours: 10-15 hours per week Start Date: Fall – August 26, 2015; Spring - January 13, 2016 End Date: Fall – December 11, 2015; Spring – April 29, 2016 Compensation: Unpaid *Continued on the next page

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Web/Graphic Design Intern – Job Description Positions Available: 1-2 Job Responsibilities:

§ Design and redesign brochures to give to potential partners § Design and redesign flyers, posters, postcards, and additional promotional materials to hang around campus § Design the alumni and parent annual newsletters § Update Facebook cover photo and profile photo § Update Twitter profile photo § Attend all events, trainings, and programs hosted by the Community of Care Coalition

o Take photos of the students and faculty members in attendance o Take photos and videos of students and faculty who participate in the “Falcons Foster __________”

§ Edit mini videos and photos for Instagram from coalition events, trainings and programs § Edit the “Falcons Foster __________” videos and photos for Instagram § Design the Community of Care Coalition website

Skills Needed: § Microsoft Office § Adobe InDesign and Photoshop § Social media skills § Video shooting and camera work § Video and photo editing § Web Design § Creativity and detail-oriented

Education: Current undergraduate student Majors Desired: Computer Science, Visual Communication Technologies, Graphic Design Experience: None Hours: 10-15 per week Start Date: Fall – August 26, 2015; Spring - January 13, 2016 End Date: Fall – December 11, 2015; Spring – April 29, 2016 Compensation: Unpaid

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APPENDIX D- Annual Newsletter

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APPENDIX E- Sample Tweets

1. Take part in Denim Day on April 29 to support the Peace Over Violence Campaign! “There is no excuse and never an invitation to rape.”

2. Come visit us in the union from 11-2 and tell us what BGSU means to you! Take part in our photo project #FalconsFoster

3. Every 2 minutes another American is sexually assaulted. Be proactive to see change-Attend Bystander Intervention training 7pm BTSU301 (Include the appropriate time, location, etc.)

4. What does a Community of Care mean to you? We want to hear YOUR voice! Let us know on Twitter, Facebook, or Instagram!

5. Suicide is the 10th leading cause of death for Americans. Learn the warning signs and become an active bystander tonight at 7pm BTSU350.

(Include the appropriate time, location, etc.) 6. Interested in becoming an intern and promoting a Community of Care? Apply to be a Community of Care Web

Design Intern on WorkNet! (Tweet in November 2015 – after the job descriptions have been posted)

7. Bystander Intervention Training – Our first step to fostering a safe and secure environment. A huge thanks to all who attended tonight! (Tweet after the first Bystander Intervention training on March 16, 2016)

8. Listen. Be there. Don’t be judgmental. #StopSexualAssault #BGItsOnUs 9. By speaking out and educating ourselves, we can help to decrease the number of sexual assaults. #BGItsOnUs 10. Have a buddy system. Don’t be afraid to let a friend know if you are worried about their safety. #BGItsOnUs

#BeAnAlly 11. Make a plan before you go out. Set up checkpoints or code words to make it easy for you and your friends to stay

connected. #BGItsOnUs 12. Trust your instincts. If something doesn’t feel right to you, leave and get to a safe place immediately.

#BGItsOnUs 13. Always remember you are never alone #BGItsOnUs 14. How do you foster a Community of Care on BGSU’s Campus? We would love to hear your responses! 15. Join Red My Lips movement during the month of April and bring awareness to sexual assault and violence 16. In order to help others, you first must educate yourself. Stop by BTSU308 tonight to learn more about the

Community of Care Coalition on our campus (Include the appropriate time, location, etc.)

17. Stop by the Community of Care table at Campus Fest and let us know what a community means to you! 18. Did you know prescription medications are among the most abused substances in the U.S. Take the time to

educate yourself on the safety of medications! 19. Break the silence. Learn how to become an active bystander tonight in BTSU307

(Include the appropriate time, location, etc.) 20. Instead of being reactive, be proactive. #BGItsOnUs

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APPENDIX F- Budget Specifics

Stress Balls

T-shirts

*Shirt designs continued on the next page

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Buttons

Stickers

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Pens

Frisbees

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Postcards

Brochures

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Banners

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REFERENCES

Abbey, Antonia. (2002). “Alcohol-Related Sexual Assault: A Common Problem among College Students.” Department of Community Medicine, Wayne State University. No. 14: 118-128). American Foundation for Suicide Prevention: AFSP (2015). Web. 28 Apr. 2015. B.R.A.D. (Be Responsible About Drinking Foundation). Drinking Facts. 2015. Wed. 27 April 2015. Christensen, Karly. "Undergraduate Students’ Knowledge and Perceived Ability to Recognize Suicide Warning Signs." Undergraduate Research Symposium, Mankato, MN, April 21, 2014. DeGue, Sarah. (2014). “Preventing Sexual Violence on College Campuses. Lessons from Research and Practice.” White

House Task Force to Protect Students from Sexual Assault. Pages 1-36. Du Mont, Janice, EdD, Laura Chertkow, MPH, Sheila Macdonald, MN, Eriola Asliani, BSc,

Deidre Bainbridge, BScN, Nomi Rotbard, MPH, and Marsha M. Cohen. "Factors Associated With the Sexual Assault of Students An Exploratory Study of Victims Treated at Hospital-Based Sexual Assault Treatment Centers." Journal of Interpersonal Violence 27.18 (2012): 37223-728. Ohio Link. Web. 4 Feb. 2015.

Enacting the Role of Management Professor: Lessons From Athena, Prometheus, and Asclepius. Academy of Management Learning & Education December 1, 2007 6: 439-457. Foster, Christina, Cyndy Caravelis, and Albert Kopak. (2014). “National College Health Assessment Measuring Negative

Alcohol-Related Consequences Among College Students.” American Journal of Public Health Research, Vol. 2, No. 1, 1-5.

Kashwer, Amanda D. Prescription Drug Misuse Among College Students: An Intervention Based In The Theory of Planned Behavior. Diss. Oklahoma State U, 2014. N.p.: UMI Dissertation, 2014. ProQuest.

Web. 1 Feb. 2015.

LaBrie, Joseph W. et al. “Preventing Risky Drinking in First-Year College Women: Further Validation of a Female-Specific Motivational-Enhancement Group Intervention .” Journal of Studies on Alcohol and Drugs. Supplement 16 (2009): 77–85. Print.

Lamis,. D. A. and Malone,. P. S. (2011), Alcohol-Related Problems and Risk of Suicide among College Students: The Mediating Roles of Belongingness and Burdensomeness. Suicide and Life-Threat Behavior, 41: 543–553. Maldonado, Rosita C., Laura E. Watkins and David DiLillo. (2014). “The Interplay of Trait Anger, Childhood Physical Abuse, and Alcohol Consumption in Predicting Intimate Partner Aggression.” Rape, Abuse, and Incest National Network: RAINN (2009). Web. 28 Apr. 2015. Suicide Assessment Practices in College Counseling Centers by Keith, Andrew James, Psy.D., MASSACHUSETTS SCHOOL OF PROFESSIONAL PSYCHOLOGY, 2014, 118 pages; 3624553 "The Non-Medical Use of Prescription Drugs and Lifetime Experiences of Sexual Victimization Among College Men." Journal of Interpersonal Violence 29.13 (2014): 2482-496. Ohio

Link. Web. 2 Feb. 2015. “The Relationship Between Alcohol and Sexual Assault on the College Campus.” (2013). EverFi. No. 1-5.

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United States. Department of Justice. Drug-facilitated, Incapacitated, and Forcible Rape: A National Study. By Dean G. Kilpatrick, Heidi S. Resnick, Kenneth J. Ruggiero, Lauren M. Conoscenti, and Jenna McCauley. South Carolina: Medical U, 2007. Print.

Walsh, Kate, Heidi Resnick, Carla K. Danielson, Jenna L. McCauley, Benjamin E. Saunders, and Dean G. Kilpatrick. "Patterns of Drug and Alcohol Use Associated with Lifetime Sexual Revictimization and Current Posttraumatic Stress Disorder among Three National

Samples of Adolescent, College, and Household-residing Women." Addictive Behaviors 39.3 (2014): 684-89. Science Direct. Web. 4 Feb. 2015.