criminology society public relations campaign

7/28/2019 Criminology Society Public Relations Campaign

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SSPOLICELINE

DONOTCROSS POLICELINE DONOTCROSS POLICE

BYU-Idaho Criminology Society

Public Relations Campaign

I CELINEDONOTCROSS POLICE

LINEDONOTCROSS POLICELINE

DONOTCROSS PO

NO CROSS POLICE LINE DO NO CROSS POLICE LINE DO NO CROSS POLICE LINE DO NO


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Te contents and ideas in this presentation are the intellectual property othe students who created it and Brigham Young University-Idaho. Te use oany o these ideas or concepts without the written permission o the students

and x is strictly prohibited.


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Campaign

Situation Analysis 4Goals and Objectives 5arget Audience 6Positioning, Key Messages, Challenges 7Communication Vehicles 8

Research Methods 9ime Chart, Budget 10Strategies and actics 11Evaluation Plan 12, 13Advertising Plan 14Events Plan 15Free Marketing Ideas 16

Appendix

-Shirt Designs 17Focus Group Checklist 18Pre-Campaign Survey 19

Select Survey Results 20, 21Calendars 22, 23Photo Opp Poster 24Murder Mystery Poster 25Pricing 26Notes 27


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4

Situation Analysis

Situation Analysis

Students at Brigham Young University-Idaho are largely unaware o the Criminology society on campus. Many

have not heard about the society due to a lack o inormation or the belie that there is nothing that they can gain

rom the society.

SWO Analysis

Strengths:

Te society already has a good logo implemented, making branding easier. Tey have good

communication in their leadership, they respond to our communications in a very timely manner

Weaknesses:

Tey lack solid material or advertising purposes; they only have one banner with their logo. Tere arent

very many active members to reach out to gain more attendance.

Opportunities:

Tere are great opportunities to expand the amount o advertising and outreach. Tere is a lot o room to

expand in areas that can help them grow.

Treats:

Complacency is a denite threat in the implementation o this campaign. Tere is also a threat that would

come rom a lack o communication and rom a misinterpretation o communication.


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5

Goals and Objective

Goal: Achieve by:Create Mystery Posters September 16, 2013

Increase Society Membership by 25 percent. April 1, 2014

Achieve consistent attendance o 15 members ateach society meeting.

April 1, 2014

Improve campus awareness o the CriminologySociety

January 1, 2014

Build up societal image through service andcommunity outreach.

April 1, 2014

Improve membership quality and care throughteam-building exercises and a ocus on retention.

January 1, 2014

*Dates may be altered at any point to be eectively reached*

Goals are an important part to obtaining the wants and needs o your society. In order to obtain the best results

you need to set S.M.A.R. goals.

Specifc: Goals need to be specic in order to pinpoint strategies and know exactly what area needs to be

ocused on more.

Measurable: Set goals that are realistic and can be accounted or with numbers. By setting measurable goals it is

easier to analyze progress and have empirical data to share with group members.

Attainable: Te importance o attainable goals is to see progression within the society. When goals are reached

condence builds and new goals emerge. Tis allows a consistent trait that will help the society continue to grow.

Relevant: Goals ought to have relevance and purpose that the society may progress in the vision o the society.

imely: Goals need to be done in a timely manner with a specic plan. Goals cannot be drug-out or a long

period o time because it causes discouragement and goals will ade in time not being accomplished.

I this acronym is ollowed the Criminology Society will continue to progress and grow. All the activities planned

will have a specic purpose and will have a better turnout, drawing new members into the society.


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6

Target Audience

Diversity is welcomed within the criminology society; thereore our target audience is the entire student popu-

lation at Brigham Young University-Idaho. Te top priority, however, will be a ocus on students whose major is

sociology, psychology, or social services. We are targeting the entire student population because the society has

appeal that can be relevant to anyone with an interest in the criminal justice system.

In order to attend to the needs o your audience you must rst learn about them. you need to understand their,

opinions, desires, wants, thoughts, actions, and most importantly their needs.

In your society you have ocers that can reach out to the advisors and send out specic emails or newsletters to

those you are trying to invite. As a society it is important to reach out as oen as possible. Tis will allow you to

get to know the public while advertising about your society through word-o-mouth.

Random-Sampling surveys have been done (surveys can be ound in the appendix sections) in order to obtain

inormation regarding society awareness on campus. Te top demographic or those interested in joining the

criminology society are specializing in the major o sociology. o obtain the best and most dedicated society

members, we recommend introspection on the ollowing questions:

1. Are we reaching out to the public in a genuine manner?

2. Are we actively inviting people to our society meetings and activities?

3. Are we actively working on nding new members?

4. Are we demonstrating how the society can benet anyone?

5. Are we building the reputation o the criminology society through our actions?

Trough active research we have ound that all majors are interested in joining the criminology society. Te main

problem that has suraced is they dont know how. Te Ricks building and the Manwaring Center is where our

data shows most people spend their time. Tese areas will deliver the most ruitul results in your nding eorts.

We have put together a ew ideas on how to obtain the audience you are looking or.


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7

Positioning, Key Messages, Challenge

Positioning

We will position the criminology society as the society or everyone. It will encompass anyone who is interested

in criminology or criminal justice, with a sub-niche o sociology and criminal justice majors.

Key Messages

1. Te criminology society is not only or sociology majors.

2. Te activities are benecial.

3. Criminology is more than what you see on V

4. Career opportunities are available

5. A branch o the criminology society is recognized nationwide

Challenges

Challenges the criminology society might ace include: Underdeveloped advertising strategies

Lack o awareness within student body

Misconceptions about the societys purpose and demographic

Retention o new and existing members

Small budget or advertising and activities

Te Criminology Society has a ew obstacles to overcome to reach their goals. A ew o these challenges

include: lack o awareness in the school, misconceptions about the society, underdeveloped advertising strategies,

retention o new and existing members, and having a small budget or the societys advertising and activities.

Having a clear vision or the society and developing the advertising strategies would benet greatly. Layingdown guidelines and setting goals or publicity and advertising in the society will aide to create awareness and a

solid plan to progress.

Te challenge o lack o awareness in the school is pivotal in the societys growth and progression as a whole.

Increasing awareness through diverse orms o advertising and social media will be the rst steps to take to

achieve our goals. As students on campus gain awareness o the society, the desires and opportunities to attend

the society will increase immediately.

Increased publicity and advertising will help tackle another challenge the society has o misconceptions.

Te societys misconceptions include who is allowed in the society, what goes on in the society and its purpose,

and how it can benet them personally. Misconceptions about where the society meets or weekly meetings and

when are not known to the general student population. Putting out controlled messages through advertising and

publicity will help to inorm the public and create general understanding.

Building a strong society comes with the challenge o retaining membership with old members and recruiting

and sustaining new members. Membership attendance fuctuates week to week and having clear communication

about the events and activities that go on week to week could be improved through public awareness.

Weekly activities or the society are oen limited by the small budget. Lack o budget can restrain the

fexibility o the events that could be planned by the society, but the resources are unavailable.


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Communication Vehicles

Social Media Outreach

Te society does have a Facebook page, but it would be benecial to launch on more social networks. witter,

Instagram, Google+ and others could be used to keep people up to date. Incentives to check the sites would needto be provided.

Opening Social: Murder Mystery

When: October 18, 2013What: Social, get to know each other, pizza or snack ood.Who: Current society members and others who are interested injoining

PostersWhen: VaryingWhat: Advertise varying events or the society.

Criminology Society BlogWhen: Weekly, Beginning September 16, 2013What: Blog to keep the community involved

Criminology Society Youube VideoCreate a video that will interest the public through humor andacts.


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Research Method

Primary Research

Primary research is new data not yet ound. You nd your primary research through dierent orms o surveys,

ocus groups, activities, and the opinions o the people. When doing your primary research it is important toocus on direct but simple questions. Tis will allow you to obtain the results you are wanting and will allow you

to branch out to the other areas o needs in your society.

Secondary Research

Secondary research is based on the data already ound by others. Tis can come rom other societies on campus

or around the nation. Tis also is scholarly articles or inormative inormation you can nd that will help

your society understand the general population. We know that data has been collected and ideas ormed, this

permitting your society to use the activities already established and thought o by others.

We intend to gather primary research data in the orm o surveys to be distributed in the Manwaring Center,

both beore the campaign and aer the campaign.

Secondary data will be obtained through census data and University records.

In order to receive an accurate depiction o the student body, we have determined that a sampling o at least 300

students will be necessary both in the pre-campaign and post-campaign surveys.

Other types o data research available is:

1. Focus Group roughly 10-15 people or 30-45 minutes

2. Non-Random Survey sent out to all psychology, and sociology majors

3. Inormative Polls

Trough sound research and data analysis the society can nd dierent approaches to obtain new members and

build their distinctive brand throughout campus. Research is the most important inormation available when

constructing a well ormulated plan o action.

Inormation on enrollment can be ound at: http://www2.byui.edu/IR/stats/index.htm

We have made a ew surveys, polls, and a ocus group checklist or your use. Available in the appendix section.


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Time Chart

Budget

Te total budget or the Criminology society is $305. Every semester the society receives about $50

to their budget and typically only spend about $20 o it per semester. A lot o the money that goes into the

budget comes rom the student members that contribute as they participate in activities. About once a year thesociety will do one big activity and they will spend the rest o their budget. Individual costs or activities are not

accounted or specically, each activity is planned and accounted or depending on the desires and interests o

the members o the society. Tere are no set activities in the society each semester, all activities are subject to

change.

Te best use or the societys unds would be to use the money or posters. Posters are a cheap, eective

medium to get the word out about the society and to get people talking. Posters are a good visual and decent

tactic to put an image in the students mind o the society and to provide helpul inormation. Sidewalk

advertising is also another orm o publicity that would be benecial to the societys growth. Te placement o

the advertisements along the sidewalk will increase the chances o viewing and catch peoples attention toward

the society.As the society has an interest in t-shirts or the society, the budget or t-shirts is about $250. Purchasing

about 25 t-shirts, each would cost about $10 a shirt. -shirts are a decent expenditure in the budget, as it meets

the wants o the society members, helps with promotion to non-members, and gets the word out. Each member

o the society with the Criminology t-shirt would be a walking billboard or the society.

Money ought to be set aside or the opening social, the Mystery Dinner, which will take place September

20th, 2013. Careul planning and preparations or the mystery dinner will allow a good use o the budget and to

enable a successul event.

ime is the most important thing we have in this world, and that is the same with a well planned campaign. We

have set goals that should take place at a specic time. In order to complete these events we have comprised a

calendar that will help you put the goals on paper and come up with a plan o action to accomplish the tasks at a

hand.

Te calendar covers what to do in this public relations campaign. It covers everything rom when to make blog

entries to when to start and stop advertisements.

Dates are fexible and can be modied to meet the needs o the society.

A calendar view is available in the appendix section.


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Strategies and Tactic

Strategy actics

Criminology Society Blog

- When: Blog to be launched at the beginning o the

Fall 2013 Semester. September 16.- How: Free Blog Service such as Blogger or Word-Press- Who: Criminology Society Social Media Ocer orother appointed ocer.- What: o include meeting minutes and activityreports.

Social Media Expansion- When: September 16, 2013- What: witter, Instagram, Google+- Who: Criminology Social Media Ocer

Campus Sidewalk Advertising

- When: September 16, 2013- How: Pricing is listed below.- What: Posters to attract the attention neededaround campus.- Who: Society Ocer

Further Explanation

Criminology Society Blog

Social Media Expansion

As noted in the table above, in order to get the Criminology society name out urther into the public, there will

need to be increased eorts by the society as a whole. We propose the creation o a new ocer in the society, the

social media ocer. Tis member will be in charge o the social media presence o the society. Trough things

like blog postings, tweets and Facebook updates, we believe there will be an increase in both attendance and

word o mouth advertising.

Campus Sidewalk Advertising


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I. Evaluation Framework

A. What you are going to evaluate.

1. Te initial program model (assumptions about target population, interventions, short-term outcomes,

intermediate outcomes, and nal outcomes).2. Implementation objectives (stated in general and then measurable terms).

a. What you plan to do, when, and how.

b. Who will do it.

c. Participant population and recruitment strategies.

3. Outcome objectives (stated in general and then measurable terms).

4. Context or the evaluation.

B. Questions to be addressed in the evaluation.

1. Are implementation objectives being attained? I not, why not (that is, what barriers or problems havebeen encountered)? What kinds o procedures acilitated implementation?

2. Are outcome objectives being attained? I not, why not (that is, what barriers or problems have been

encountered)? What kinds o procedures acilitated attainment o outcomes?

a. Do outcomes vary as a unction o program eatures? Which aspects o the program

contributed the most to achieving expected outcomes?

b. Do outcomes vary as a unction o characteristics o the residents or sta?

C. Te time rame or the evaluation.

1. When data collection will begin and end.

2. How and why time rame was selected.

II. Evaluating Implementation Objectives---Procedures and Methods

Question 1: Are Implementation Objectives Being Attained and, I Not, Why Not?

A. Objective 1: [State objective in measurable terms. Example: Local police representative will attend

most meetings.]

What to include:

1. ype o inormation needed to determine i objective 1 is being attained and to assess barriers

and acilitators (that is, perormance indicators). Example: Number o meetings attended by local police

representative.

2. Sources o inormation. Include in your plans procedures or maintaining condentiality o the

inormation obtained during the evaluation.

3. How sources o inormation were selected.

4. ime rame or collecting inormation (dates when the data collection is planned to begin and end).

5. Methods or collecting the inormation (that is, records reviews, interviews, paper and pencil

questionnaires, and observations).

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Evaluation Plan


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6. Methods or analyzing the inormation to determine whether the objective was attained (that is,

tabulation o requencies and assessment o relationships between or among variables).

B. Objective 2: [Repeat the same inormation as in 1-6 o objective 1 above.]C. Objective 3: [Repeat the same inormation as in 1-6 o objective 1 above.]

III. Evaluating Outcome Objectives---Procedures and Methods

Question 2: Are Outcome Objectives Being Attained and, I Not, Why Not?

A. Objective 1: [State outcome objective in measurable terms. Example: Increase attendance at all meetings by

15%]

What to include:

1. ypes o inormation needed to determine i objective 1 is being attained (that is, what evidence will

you use to demonstrate the change?). Example: Increase attendance at all meetings by 15%.2. Sources o inormation (that is, Attendance sheet, Reaching out to the members, contacting them

when necessary, and calling each other by their name making them eel welcomed) and sampling plan, i

relevant.

3. How sources o inormation were selected.

4. ime rame or collecting inormation (dates when the data collection is planned to begin and end).

5. Methods o collecting that inormation (or example, questionnaires, observations, surveys, and

interviews) and plans or pre-testing inormation collection methods.

6. Methods or analyzing the inormation to determine whether the objective was attained (that is,

tabulation o requencies and assessment o relationships between or among variables using statisticaltests).

B. Objective 2: [Repeat the same inormation as in 1-6 o objective 1 above.]

C. Objective 3: [Repeat the same inormation as in 1-6 o objective 1 above.]

IV. Procedures or Managing and Monitoring the Evaluation

What to include:

1. Procedures or society ocers to collect evaluation-related inormation.

2. Procedures or conducting quality-control checks o the inormation collection process.

3. ime lines or collecting, analyzing, and reporting inormation, including procedures or providingevaluation related eedback to housing managers and sta.


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Advertising Plan

Aer surveying many students, we have determined that the most eective orm o advertising is word

o mouth. We plan to get people to talk about the society. Advertisements are the most eective medium to

implement this tactic. Te second most eective medium to spread inormation is through posters. We will

design posters that engage the public, to get them talking, and that are designed to create a necessary awareness.

Publicity by word o mouth is the main goal to improve public relations within the society and to increase

reach and requency. Our rst activity planned or the society is the opening social Murder Mystery Dinner. We

will dierentiate this Murder Mystery Dinner rom the one that is put on campus by having a live case study. Te

purpose o the Mystery Dinner is to open the semester with a un activity to stir interest in the society and to get

people talking about it.

Te second, by visual posters and fyers, will ocus on the requency and the reach o those that see the

posters. We will position these handouts in diverse locations where they will reach a diverse audience. Placing

posters in the Hart, along the sidewalks throughout campus, etc. Updating the societys social media and keeping

it current, such as their Facebook page, is a small but crucial step to improving communications with the

public and the students on campus. Maintaining the societys image on their Facebook page, keeping in contact

with their members and with other students at BYU-Idaho, ought to be a requent habit and the quality o

inormation on the website ought to be accurate and prompt.

An advertising plan is a document that denes the main objective o how your society can get students

to notice a specic society or service you can provide. Te advertising plan document will requently include all

components o a marketing campaign. Tese components oen include a description o the product, a detailed

analysis o the marketplace or that product, a marketing budget or the plan, and the methods the marketers willuse to carry out the plan.

Marketplace Analysis

Te advertising plan will include an analysis o your societies target audience. Tis analysis will oen

include a list o groups that would receive the highest benets rom the products use. Tese groups, known as

target demographics or demos, are oen represented by age, gender, race or socio-economic background.

For instance, the advertising plan or a product designed or college girls will be vastly dierent than one or a

product whose primary customers are middle-aged college men.

Advertising Channels

Once the advertisers have decided on a message and an audience or that message, the next step is to

choose the channel by which they will deliver that message. Te delivery method or the message can be as

crucial to the success o an advertising plan as the message itsel. A plan that relies on terrestrial radio ads on

campus, signs/poster will not reach the same audience as one that depends on CVN commercials, nor will a plan

ocused on V commercials connect the same way as one whose primary means is website banners.

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Events Pla

Events are a un way to keep your members interested. Tere are a ew steps to consider when creating an event.

Tese steps are,(1) Communication beore your event, (2) Communication during your event, (3) Social Media,

Newsletters, emails, word o mouth, and (4) Evaluating your communication.

1. Communication beore your event

It is important to consider how you will communicate with people in the lead-up to your event. Who you need to

speak to will depend on the nature o your event but could include: people who will be aected by the event. Tis

will include the non-event goer as well as those attending the event e.g. students, ocers, special agents, advisors.

A website is an excellent way or people to nd out more about your event. It can also act as a simple call to

action message on advertising material. A website is also the primary tool that can be used to create a database o

people interested in attending your event.

2. Communication during your event.

It is very important to consider how you will communicate with people at your event. Tis is particularly so i

your event is over a large area or moves rom one point to another (such as a parade). Everyone needs to be on

the same page and be directed easily. I there is not a communication plan then things have the chance to go

wrong.

3. Social Media, Newsletters, emails, word o mouth

Tere has been a move towards using social and digital media in event marketing and communications. Tey

oer a dynamic and cost-eective way o engaging the target audience beore, during and aer the event. Your

Audience (students) are changing just as quickly as technology and they are now creating, selecting, changing

and interacting with social and digital media. So stay up-to-date with technology and communicate with it at all

points o the event planning process.

4. Evaluating your communication

It is important to set measurable objectives or all communications activity in order to identiy the success or

ailure o your eorts. In order to measure the success o your event you could use the ollowing:

- attendance gures - number o telephone calls received regarding the event

- website visits - eedback rom attendees

I you do set up a website, ask your web agent to supply trac reports so you can ascertain when people viewed

your site, what pages they visited and or how long they viewed them. Also receiving eedback is key when

planning your next event. So we created an aer event survey to send out. I you use this you will be able to

attain the best results and can plan or a more successul event next time.

Event Ideas

Day at the shooting range, Visit a detention center, Visit city hall, Attend a conerence or seminar, Do a ride-

along with an ocer 15


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Mascot Photo Opp

Te creation o a simple mascot could be a great way to get the society name and image out to the public.

Trough the societys social media outlets, they could advertise that the mascot would be on campus or a certain

amount o time during a given day. I students take a picture with the mascot and tags the society on one o thesocial media sites, they will be entered in a drawing or a prize. A ew ideas or a mascot could be: a detective, a

Sherlock Holmes-type character.

A poster idea or this can be ound in the appendix.

Service Oriented Activities

Service is a great way to receive ree publicity. Te -Shirts you will purchase will be ree advertising around

campus and during the service activities. Service will allow students to see what kind o people you are and will

be more attracted to nd out more about who you are. Also this is a great way to get in the newspaper, or on the

nightly news. Media loves a good service project. A ew examples o service activities are, cleaning the grounds,painting, helping the janitorial service, planting trees. Outside o campus activities, volunteering at the hospital

or at the nursing center. You can pick-up trash on the side o the road and you can nd those in need to help

restore their home. Many dierent opportunities are available to serve while promoting your society.

Scavenger Hunt

A scavenger hunt is a un way to get students involved around campus and get them amiliar with the student

ocers. Tere can be a prize or this can be just a un way to get more students aware o the events happening

later on in the semester.

Free Marketing Ideas

16

Tis is a proposed design o a sign to be used or thecriminology society. Prices vary according to desired

specications.

Sign

Appendix: Sign Design


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Appendix: T-Shirt Designs

Tese are tentative shirt design ideas. We priced theshirts out with various companies and sources. Te

price usually amounts to roughly $10.00/shirt.

Shirts


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A ocus group is a small group o six to ten people led through an open discussion by a skilled moderator.

Te group needs to be large enough to generate rich discussion but not so large that some participants are le

out.

Te ocus group moderator nurtures disclosure in an open and spontaneous ormat. Te moderators goal

is to generate a maximum number o dierent ideas and opinions rom as many dierent people in the time

allotted.

Te ideal amount o time to set aside or a ocus group is anywhere rom 45 to 90 minutes. Beyond that most

groups are not productive and it becomes an imposition on participant time.

Focus groups are structured around a set o careully predetermined questions usually no more than 10 but the discussion is ree-fowing. Ideally, participant comments will stimulate and infuence the thinking and

sharing o others. Some people even nd themselves changing their thoughts and opinions during the group.

It takes more than one ocus group on any one topic to produce valid results usually three or our. Youll

know youve conducted enough groups (with the same set o questions) when youre not hearing anything

new anymore, i.e. youve reached a point o saturation.

A ocus group is not:

-A debate-Group therapy

-A confict resolution session

-A problem solving session

-An opportunity to collaborate

-A promotional opportunity

-An educational session

Example Questions:

1. How do you as a student o BYU-Idaho perceive the Criminology Society?

2. What events would attract you to attend the Criminology Societies meetings?

3. Do you eel that the Criminology Society is or every student? Why or Why not?

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Appendix: Focus Group Checklist


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Appendix: Pre-Campaign Surve

1.Are you:a. Male b. Female

2. What is your major? ____________________________

3. What year in school are you?a. Freshman b. Sophomore c. Junior d. Senior

4. What advertisements do you pay more attention to? (Mark only one)___ Posters/Banners ___ Word of Mouth___ CVN (television advertisements) ___ Flyers (other print media)___ Booths ___ Other _________________

5. Which building do you spend most of your time in? (Check Top Two)___ Ricks Bldg. ___ Taylor Bldg. ___ Hincley Bldg.

___ Benson Bldg. ___ Austin Bldg. ___ Manwaring Center___ BYU-I Center ___ Smith Bldg. ___ McKay Library___ Clarke Bldg. ___ Romney Bldg. ___ Kirkham Bldg.___ Spori Bldg. ___ Snow Bldg. ___ Hart Bldg.

6. Do you belong to a society on campus?a. Yes b. No

7. If no, how interested are you in joining a society on campus?

8. Did you know that BYU-Idaho has a criminology society?a. Yes b.No

9. What is your interest in joining the criminology society?

10. The criminology society is for everyone.

11. Iwouldattendthecriminologysocietyifthereweresomebenettome.

Totally

Disagree

Totally

Agree

Somewhat

Disagree

Somewhat

Agree

Neutral

TotallyDisagree

TotallyAgree

SomewhatDisagree

SomewhatAgree

Neutral

Totally

Uninterested

Totally

Interested

Somewhat

Uninterested

Somewhat

Interested

Neutral

TotallyUninterested

TotallyInterested

SomewhatUninterested

SomewhatInterested

Neutral


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Where do you spendyour time?

Our research also indicates

that students spend most o

their on-campus time in the

Manwaring Center. We would

like to pursue opportunities

to push the public relations

campaign more there. Te

MC also acts as the center ocampus and a place where

students congregate. Tis

is an important thing to

remember when choosing

the location to hang your posters and hand-out fiers. Location is a key principle when grabbing your audiences

attention. We have done the research now you can eectively use it to your societies advantage.

Appendix: Select Survey Results

!"#$%&'(%Yes, 24%

No,76%

Hart Building

Snow Building

Spori Building

Kirkham Building

Romney Building

Clarke Building

McKay Library

Smith Building

BYU-I Center

Manwaring Center

Austin Building

Benson Building

Hinckley Building

Taylor Building

Ricks Building

7%

7%

9%

6%

2%

5%

1%

5%

5%

23%

2%

7%

5%

8%

8%

Did you know

that BYU-I had aCriminology Society?

20

1 2 3 4 5

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

Te Criminology Society is or Everyone

Te results o this question show that overall, people are

impartial to the Criminology Society. Tey seem to have neither

agreed or disagreed with the statement that the society was or

everyone. Tis means that we need to step up awareness that the

society is or everyone


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What orm o advertising

catches attention?

Our primary research demonstrated

that students on the BYU-Idaho

Campus preer hearing about newevents and inormation through word

o mouth. Teir second preerence

is through posters or banners and

tangible items that they can see while

walking around on campus. Te

society needs to implement these

strategies into a combined eort. Te

society needs to create a stir around5% 10% 15% 20% 25% 30% 35% 40% 45%0%

Flyers

Word of Mouth

Booths

CVN

Posters/Banners

10%

5%

10%

2 3 4 5

15%

20%

25%

30%

35%

I would attend the criminologysociety if it benefited me.

Interest level in joining theCriminology Society.

21

0%

5%

10%

15%

20%

25%

30%

35%

40%

1 2 3 4 5

campus by creating talk through the creative posters and other tangible products. Tis will give you a dual eectwhen dealing with campus awareness.

Our research shows that there is a ar larger percentage o people who are not interested in joining thecriminology society. In the charts above, 1 indicates very uninterested and 5 indicates very interested.

Even though we see that there arent many people who are interested in joining the society, our results show thatpeople would be interested in participating with the society i there was a perceived benet, people would attend.

We can conclude rom this that people simply need to know how the society will benet them. Tis is thepurpose o the entire public relations campaign.


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Calendars

1 2Begin Social Media

Expansion

3 4 5 6 7

8 9 10 11 12 13 14

15 16Launch Blog

Launch Sidewalk

Launch Soc. Media

17 18 19 20Opening Social

21

22 23Create Mystery

Dinner Posters

24Blog Post

25 26 27 28

29 30

Sunday Monday uesday Wednesday Tursday Friday Saturday

September

1Blog Post

2 3Sherlock Holmes

On-Campus

4 5

6 7 8Blog Post

9 10 11 12

13 14 15Blog Post

16 17 18 19

20 21 22Blog Post

23 24Sherlock Holmes

On-Campus

25 26

27 28 29Blog Post

30 31


October


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23

1 2

3 4 5Blog Post

6 7 8 9

10 11 12Blog Post

13 14 15Sherlock Holmes

On-Campus

16

17 18 19Blog Post

20 21 22 23

24 25 26Blog Post

27Non-Teaching Day

28No Classes

Thanksgiving

29No Classes

30


November

1 2 3Blog Post

4 5 6 7

8 9Sherlock Holmes

On-Campus

10Blog Post

11 12 13 14

15 16 17Blog Post

18 19 20 21Fall Semester Ends

22 23 24 25 26 27 28

29 30 31


December


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Appendix: Photo Opp Poster

Criminology Society

Can you find Sherlock Holmes?

1. Find Sherlock on campus and take a picturewith him.

2. Upload the picture to Facebook, Twitter, or

Instagram and tag us. #BYUICS

3. Be entered into our drawing for prizes!

#BYUICS

24


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Appendix: Murder Mystery Poste

25

Murder Myster DinnerWhen: September 20, 2013 7:00 p.m.Where: BYU-I Crossroads

Who: Criminology SocietyCost: $15.00 per Couple

Why: To Get to Know Us!

Criminology Society #BYUICS


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Appendix: Pricing

Poster (11x17, Color)

1- $0.65 2- $1.30 10- $6.50 15- $9.75 25- $16.25 50- $32.50

Flyers (8.5x11, B&W, 4/page)

$0.04/page 100- $4.00 200- $8.00 300- $12.00 400- $16.00 500- $20.00

Sidewalk Ads

16x20, 1-Sided

1- $15.00 2- $30.00 5- $75.00

16x20, 2-Sided

1- $25.00 2- $50.00 5- $125.00

11x17, 2-Sided

1- $7.50 2- $15.00 5- $37.50

13x20, 2-Sided

1- $8.50 2- $17.00 5- $42.50

Shirts

Roughly $10.00/shirt

Criminology Society

Can you find Sherlock Holmes?1. Find Sherlock on campus and take a picture

with him.

2. Upload the picture to Facebook, Twitter, or

Instagram and tag us. #BYUICS

3. Be entered into our drawing for prizes!

#BYUICS

26


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Note

27


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criminology society public relations campaign

Documents