public relations planbook: grand valley television

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Lights. Camera. Educate: A Public Relations

Initiative

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Lights.!Camera.!Educate:!A!Public!Relations!Initiative!

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Grand!Valley!Television!is!a!studentArun!television!station!on!Grand!

Valley!State!University’s!Allendale!campus.!Run!by!a!group!of!devoted!students,!

the!station!is!a!place!where!education!and!professional!practice!come!to!life.!

Airing!on!channel!10!of!GVSU’s!cable!network,!GVTV!is!available!for!faculty,!

students,!and!alumni!or!guests!of!Grand!Valley.!

The!students!of!GVTV!have!masterfully!balanced!a!program!list!of!

comedy,!drama,!fiction,!and!reality!shows;!with!each!program!showcasing!the!

talent!that!Grand!Valley!has!to!offer,!all!the!while!educating!and!informing!

students.!In!it’s!current!position,!the!station!has!a!unique!opportunity!to!

familiarize!the!student!body!with!the!faces!onscreen!and!behind!the!scenes.!

Through!integration!of!honest!and!entertaining!public!relations!strategies!and!

tactics,!GVTV!has!the!possibility!to!not!only!increase!awareness!of!the!station’s!

presence!on!campus,!but!increase!positive!perception!of!GVTV!throughout!the!

Grand!Valley!State!student!body!and!even!increase!cable!and!internet!

viewership.!!By!getting!students!involved!and!excited!about!the!shows!on!the!

station,!GVTV!can!hope!to!become!a!prominent!resource!of!information!and!

entertainment!throughout!campus!and!the!surrounding!West!Michigan!area.!

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Secondary*Research*Report*

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!!!!Introduction*

Among!Grand!Valley!State!University’s!356!student!organizations!(Quick!

facts!about!Grand!Valley,!n.d.),!Grand!Valley!Television!provides!a!dual!benefit!to!

viewers!and!participants!alike:!a!unique!learning!experience!and!an!entertainment!

outlet.!!Students!across!the!campus!are!free!to!participate!in!creating!and!

moderating!the!shows!provided!on!the!channel!or!may!simply!enjoy!tuning!in!to!see!

fellow!student’s!work.!

The!station!provides!a!wide!array!of!programs!available!to!students!and!staff.!

The!campus!news!comes!in!the!form!of!GV!Today;!which!provides!local!updates,!

campus!sports,!and!events!occurring!in!the!Grand!Valley!community!(O'Kelly,!L.,!

2013).!Other!shows!available!on!the!campus!television!channel!include!skits!that!

revolve!around!mystery,!science!fiction,!and!comedy!storylines!(O'Kelly,!L.,!2013).!

Each!program!provides!students!with!appropriate!comedic!entertainment.!The!

station!also!provides!a!late!night!talk!show!that!features!musical!guests,!interviews,!

and!a!variety!of!sketches!(O'Kelly,!L.,!2013).!All!of!the!shows!encapsulate!the!spirit!

of!Grand!Valley!State!University!and!represent!an!outlet!in!which!students!can!apply!

classroom!knowledge!through!various!disciplines.!All!of!the!features!of!this!campus!

service!can!be!amplified!by!understanding!the!viewership!trends!among!cable!and!

Internet!television!plus!the!benefits!of!targeting!college!males,!females,!and!alumni.!

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Cable*Viewership*

This!year,!roughly!3,966!freshmen!are!attending!Grand!Valley!State!

University!(The!Princeton!Review,!n.d.).!This!number,!in!addition!to!the!upperA

classmen!living!onAcampus,!create!a!wide!audience!to!watch!the!cable!airings!of!

GVTV!shows!(The!Princeton!Review,!n.d.).!And!even!with!the!ratings!of!cable!

television!on!decline!and!in!competition!with!the!Internet,!GVTV!still!has!the!

potential!to!gain!viewership!(Damratoski,!Field,!Mizell,!&!Budden,!2011).!!With!easy!

and!free!accessibility!across!the!entire!campus,!students!and!faculty!can!simply!plug!

in!to!available!cable!outlets!provided.!

In!addition,!a!study!shows!that!college!students!prefer!to!watch!cable!twice!

as!much!as!its!broadcast!counterpart!(Damratoski,!Field,!Mizell,!&!Budden,!2011).!

When!Nielsen!Broadcasting!Group!embarked!on!a!threeAyear!study!of!college!men!

and!women,!ages!18!to!24,!they!found!that!college!students!watch!an!average!of!

approximately!three!hours!and!41!minutes!of!cable!television!every!day!(Bauder,!

2005).!!Although!this!is!less!than!the!U.S.!population!average!by!an!entire!hour,!the!

figures!show!the!extent!to!which!GVTV!can!access!their!primary!audience!(Bauder,!

2005).!Plus!with!cable!access!in!every!dorm!room!and!apartment!on!campus!and!

roughly!67%!of!the!onAcampus!population!owning!televisions,!GVTV!has!a!primed!

opportunity!to!reach!a!large!fraction!of!their!total!target!public!through!cable!

viewership!alone!(Chang,!I.,!2007).!

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Internet*Viewership*

This!studentArun!organization!airs!on!Channel!10!of!the!Grand!Valley!State!

University!cable!network,!which!has!the!potential!to!reach!24,654!enrolled!students!

(Quick!facts!about!Grand!Valley,!n.d.).!Although!it!would!be!ideal,!yet!unrealistic,!to!

reach!the!entire!target!population,!Grand!Valley!Television!has!an!edge!in!gaining!

full!viewership;!which!is!accessibility.!The!option!of!online!streaming!of!GVTV!

videos!through!YouTube!provides!both!on!and!offAcampus!students!with!the!

opportunity!to!catch!up!on!news!or!watch!their!favorite!skits!anywhere!and!at!

anytime!(O'Kelly,!L.,!2013).!!

The!potential!for!the!university!television!station!to!gain!viewership!is!high.!

Studies!show!that!in!2009,!75%!of!United!States!Internet!users!watched!an!average!

of!14.5!billion!streaming!videos!through!the!web!(Damratoski,!Field,!Mizell,!&!

Budden,!2011).!In!fact,!123!million!people!stream!videos!on!the!Internet!every!year!

(Damratoski,!Field,!Mizell,!&!Budden,!2011).!Yet,!these!figures!pertain!to!the!entire!

U.S.!population.!Specifically,!the!rates!of!young!adults!watching!online!videos!are!

much!higher.!An!estimated!90%!of!young!adults,!ages!18!to!30!years!of!age,!watch!

online!television;!30%!of!which!watch!it!everyday!(Damratoski,!Field,!Mizell,!&!

Budden,!2011).!This!leaves!GVTV!with!a!large!audience!that!primarily!watches!

television!via!the!Internet!presumably!due!to!scheduling!conflicts!with!school,!work,!

and!extraAcurricular!activities.!In!addition,!free!WiFi!is!provided!to!all!of!Grand!

Valley’s!buildings,!so!students!living!in!the!dorms!or!onAcampus!apartments!have!

the!option!to!watch!how!and!when!they!want!(The!Princeton!Review,!n.d.).!!With!

traditional!TV!viewing!on!decline!all!over!the!country!(Damratoski,!Field,!Mizell,!&!

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Budden,!2011)!it!is!a!pivotal!move!for!GVTV!to!promote!this!Internet!viewing!option!

for!the!techAsavvy!youth!that!need!information!and!entertainment!fast.!

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College*Males*

Grand!Valley!Television!has!the!predominant!benefit!of!easy!accessibility!to!a!

target!audience!in!which!advertising!agencies!pay!premium!to!reach;!the!young!

adult!male!(Bauder,!2005).!For!GVTV,!the!college!male!viewership!makes!up!42%!of!

the!total!GVSU!population!(Quick!facts!about!Grand!Valley,!n.d.).!However,!on!

average,!most!college!male!viewership!rises!in!the!late!hours!of!the!night,!around!11!

p.m.!(Bauder,!2005).!!When!Nielsen!Group!conducted!the!threeAyear!study!on!

college!television!viewing!habits,!they!found!that!college!males!seem!to!enjoy!

watching!one!genre!most;!sports!(Bauder,!2005).!The!results!of!their!study!showed!

the!top!ten!programs!watched!by!college!men!over!the!course!of!three!years.!Each!of!

these!top!programs!was!related!to!baseball!(Bauder,!2005).!!Although,!upon!

conducting!surveys,!Nielsen!Group!found!that!college!men!tend!to!enjoy!watching!

comedyAbased!television!shows!as!well!(Press,!2007).!Such!programs!mentioned!in!

the!study!include!Comedy!Central’s!Family'Guy!and!Fox’s!The'Simpsons'(Press,!

2007).!!

GVTV!has!a!great!opportunity!to!gain!male!viewership!by!appealing!to!their!

interests!in!sports!and!comedy.!While!a!lot!of!the!Grand!Valley!Television!shows!

already!feature!comedy!skits,!an!emphasis!on!sports!broadcasting!could!help!boost!

viewership!to!a!new!level.!Especially!when!it!comes!to!reporting!about!sports!that!

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are!occurring!on!campus.!Not!only!may!this!boost!viewership!but!it!is!also!a!prime!

opportunity!to!enable!school!pride!in!the!male!audience.!And!although!clips!from!

GVSU’s!Division!II!sports!games!are!not!allowed!on!GVTV,!the!station!can!show!clips!

from!intramural!and!club!games.!In!this!way,!GVTV!can!boost!male!viewership!and!

serve!as!a!promotional!outlet!for!onAcampus!clubs.!

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College*Females*

College!females!make!up!a!large!sum!of!the!$600!billion!worth!of!annual!U.S.!

spending!for!all!young!adults!(Damratoski,!Field,!Mizell,!&!Budden,!2011).!!When!

surveyed!by!the!Neilsen!Group,!college!females!proved!to!boost!ratings!on!many!

television!programs!such!as!ABC’s!Grey’s'Anatomy!and!NBC’s!Joey'(Bauder,!2005!and!

Press,!2007).!In!fact,!by!incorporating!the!college!female!viewership!into!the!entire!

population,!young!adult!females!proved!to!boost!ratings!of!ABC’s!Grey’s'Anatomy!by!

53%!(Press,!2007).!This!shows!the!huge!loyalty!many!young!adult!females!feel!

towards!watching!their!favorite!television!shows!because!they!continually!

contribute!to!primetime!television!ratings.!!

Grand!Valley!Television!may!just!be!the!perfect!solution!to!those!many!young!

adult!women!at!Grand!Valley!who!are!looking!for!a!new!show!but!still!want!to!watch!

within!a!genre.!GVTV!provides!many!scripted!television!programs!that!carry!on!a!

chronological!and!characterAfocused!plots;!including!shows!such!as!Mesmerize'and!

The'Hunt'for'Bigfoot'(O'Kelly,!L.,!2013).!These!programs!may!attract!many!of!the!

young!adult!female!viewers!because,!according!to!studies,!women!tend!to!view!

scripted!dramas!such!as!ABC’s!Desperate'Housewives,'Ugly'Betty,'and'America’s'Next'

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Top'Model!more!often!than!other!genre’s!such!as!sports!(Press,!2007).!Therefore,!by!

attracting!the!awareness!of!the!Grand!Valley!State!female!population,!GVTV!can!help!

boost!viewership!of!such!scripted!programs.!Plus,!with!58%!of!the!student!body!

consisting!of!females,!there!is!a!large!chance!of!reception!to!awareness!stimuli!

(Quick!facts!about!Grand!Valley,!n.d.).!!

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Alumni*

An!additional!source!of!viewership!that!may!have!the!potential!to!increase!

GVTV’s!awareness!is!alumni.!With!Grand!Valley!State’s!85,722!alumni!(Quick!facts!

about!Grand!Valley,!n.d.),!it!is!very!possible!that!they!would!be!the!biggest!

contribution!to!viewership!and!an!untapped!audience.!Specifically,!alumni!still!living!

in!West!Michigan!could!create!a!perfect!audience!because!many!members!have!the!

potential!to!be!greatly!interested!in!campus!news!and!events!due!to!proximity!and!

personal!connections.!A!great!number!already!are!interested!in!them!and!become!

quite!involved!in!the!improvement!of!the!Grand!Valley!community!through!the!

campus!Alumni!Association.!!

Television,!whether!online!or!on!Grand!Valley’s!cable!network,!would!

provide!the!perfect!medium!to!communicate!with!these!fellow!GVSU!graduates.!

Especially!with!alumni!close!in!proximity,!access!through!the!Internet!would!be!easy!

to!promote.!These!adults!would!have!the!opportunity!to!see!what!products!and!

services!current!Grand!Valley!students!are!creating.!Plus,!this!opportunity!could!

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even!create!a!larger!connective!network!of!current,!past,!and!future!students!at!

Grand!Valley!State.!

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Conclusion*

Grand!Valley!Television!has!a!prime!opportunity!to!reach!a!large!sum!of!the!

student!population.!This!can!be!done!through!understanding!the!trends!and!current!

accessibility!needs!of!cable!and!Internet!television.!Young!adults!need!information!

at!the!touch!of!their!fingers,!which!makes!having!both!the!cable!and!YouTube!

viewing!options!available!is!beneficial!to!both!users!and!the!GVTV!organization.!

Targeting!college!males!and!females!takes!a!keen!sense!of!knowledge!in!how!

and!when!young!adults!watch!television!as!well!as!what!programs!they!favor!

watching!the!most.!The!Grand!Valley!Television!station!has!yet!another!key!

opportunity!to!appeal!to!the!male!and!female!student!body!by!promoting!the!shows!

within!their!genres!and!times!of!interest.!This!availability!of!certain!shows!already!

in!place!through!the!station!provides!an!easy!transition!from!making!Grand!Valley!

State!students!aware!and!motivated!to!watch!and!enjoy!GVTV.!

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References*

Bauder,!D.!(2005).!TV!big!on!campus!/nielsen!tracks!viewing!habits!of!college!

students:!2!Star!edition.!Houston!Chronicle,!pp.!8.!Retrieved!February!6,!

2013,!from!http://search.proquest.com.ezproxy.gvsu.!

edu/docview/232016778.!*

!Chang,!I.,!(2007).!Nielsen!TV!audience!addition!to!aid!in!targeting!college!students.!

PRweek,!pp.!11.!Retrieved!February!6,!2013,!from!

http://www.lexisnexis.com.ezproxy!.gvsu.!

edu/hottopics/lnacademic/?verb=sr&csi=8380&sr=HLEAD(TV+big+on+cam

pus+%2F+Nielsen+tracks+viewing+habits+of+college+students)+and+date+i

s+March+23%2C+2005. Damratoski!K.J.,!Field!A.R.,!Mizell!K.N.,!&!Budden!M.C.!(2011).!An!investigation!into!

alternative!television!viewership!habits!of!college!students.!Journal!of!

Applied!Business!Research,!27(1),!69.!Retrieved!February!6,!2013,!from!

http://search.!proquest.com.ezproxy.gvsu.edu/docview/849563481.*

O'Kelly,!L.!(2013,!January!16).![Personal!interview!by!the!author]!

Press,!A.!(2007,!Jan!30).!Nielsen!to!track!students'!TV!use.'Journal'G'Gazette.

Retrieved!Febraury!6,!2013,!from!

http://search.proquest.com.ezproxy.gvsu.edu/docview!/4113761!28

The!Princeton!Review.!(n.d.).!Grand'Valley'State'University.!Retrieved!February!3,!

2013,!from!The!Princeton!Review!Web!site:!

http://www.princetonreview.com!/schools/college/!

CollegeAdmissions.aspx?iid=1022961!

Quick!facts!about!Grand!Valley.!(n.d.).!Retrieved!February!3,!2013,!from!

http://www.gvsu.edu/aboutgvsu.htm!

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!Methodology*and*Introduction*!! Students!for!the!focus!group!were!chosen!through!volunteer!participation.!

Rebecca!Ramos!and!myself!asked!students!in!specific!classes!to!meet!with!us!for!an!

opinionated!discussion!about!Grand!Valley!Television.!We!had!many!peers!willing!to!

participate!but!chose!six!that!had!coinciding!availability!to!meet!with!us.!We!chose!

this!method!of!inquiring!information!about!GVTV!because!we!found!it!was!the!

fastest!and!most!efficient!way!to!obtain!willing!participants!in!a!somewhat!random!

fashion.!!

The!main!flaw!in!this!method!of!information!collection!is!the!insufficient!

representation!of!students!in!the!freshman!and!graduate!class!standing!at!Grand!

Valley.!Although!the!sample!of!individuals!we!communicated!with!is!not!completely!

indicative!of!the!Grand!Valley!State!student!population,!it!is!believed!that!the!

students!who!volunteered!for!the!focus!group!had!descriptive!and!analytic!opinions!

about!the!campus!television!station;!plus!an!intrinsic!motivation!to!share!such!

information.!In!addition,!these!students!provided!details!about!young!adult!viewing!

habits!that!are!greatly!helpful!in!constructing!the!perception!and!probability!of!

success!for!both!cable!and!Internet!viewings!of!Grand!Valley!Television.!!

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Focus*Group*Participant*Information*

! The!students!who!volunteered!to!participate!were!a!majority!of!lowerA

classmen!at!Grand!Valley!State!University.!Meaning,!most!of!the!participants!were!of!

sophomore!standing!or!lower.!Even!though!this!may!be!true,!the!sample!still!

represents!a!large!range!of!ages!and!studies!that!students!partake!in!at!Grand!Valley.!

For!instance,!some!of!the!participants!are!sociology!majors!while!others!are!

photography!and!accounting!majors.!!This!is!helpful!in!generating!a!greater!

perspective!of!how!students!in!different!curriculums!view!television,!and!

specifically!GVTV,!because!the!scheduling!and!time!for!relaxation!aside!from!

schoolwork!is!different!for!each!person.!Having!this!representation!within!the!focus!

group!can!help!to!identify!how!students!of!different!class!standings!and!educational!

backgrounds!can!be!reached!in!order!to!promote!the!service!of!campus!television.!

! The!age!representation!within!the!focus!group!was!positively!correlated!with!

the!goal!of!the!promotional!strategies!for!GVTV.!Simply!meaning!that!the!students!

within!the!focus!group!are!a!part!of!the!larger!target!public!that!Grand!Valley!

Television!hopes!to!communicate!with;!college!students!ages!18!to!24!years!old.!The!

range!of!ages!in!our!focus!group!was!between!19!and!21!years!old.!Giving!a!small,!

yet!substantial,!representation!of!the!primary!audience!for!this!promotional!

television!campaign.!

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Preferred*Viewing*Genres*

* A!variety!of!television!show!genres!were!offered!for!discussion!in!the!focus!

group.!By!far!the!most!popular!was!the!comedy!and!skitAbased!shows.!Most!of!the!

participants!explained!that!they!enjoyed!these!shows!the!most!because!it!helped!

them!relax!from!their!hectic!days!in!class;!with!plot!lines!that!are!easy!to!follow!and!

generally!alleviate!their!stress.!The!overall!consensus!in!the!group!was!that!students!

can!easily!do!homework!while!watching!comedy!shows,!which!is!harder!to!do!with!

scripted!dramas!that!tend!to!have!more!intense!story!lines!and!character!

development.!!

! This!is!an!ideal!outcome!for!GVTV!seeing!as!though!a!majority!of!their!shows!

are!based!off!of!comedy!or!are!formatted!as!humorous!skits.!A!lot!of!students!who!

already!enjoy!these!shows!will!be!more!willing!to!try!new!ones!that!fulfill!the!same!

genre.!Plus,!Grand!Valley!Television!has!the!benefit!of!public!perception!from!within!

the!development!process;!meaning!the!students!who!contribute!to!making!the!show!

are!most!likely!the!same!students!who!enjoy!watching!a!few!comedy!programs!after!

class.!Therefore,!they!may!best!know!how!to!tailor!a!show’s!plot!to!make!the!jokes!

more!appealing!to!the!Grand!Valley!student!audience.!!

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Television*Viewing*Habits*

* Regular!television!viewing!habits!are!not!easy!to!track!among!college!

students!with!busy!social!and!academic!lives.!The!questions!in!the!focus!group,!

however,!provided!some!helpful!insight!as!to!when!students!generally!watch!

television.!Many!of!the!participants!within!the!group!stated!that!they!preferred!to!

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watch!television!in!the!middle!of!the!week.!In!fact,!all!of!the!respondents!replied!that!

the!days!they!watch!the!most!television!are!between!Tuesday!and!Thursday.!Many!

students!went!on!to!explain!that!this!is!because!the!middle!of!week!is!when!they!

have!the!least!number!of!classes!and!inversely!more!free!time!to!browse!through!

television!programs.!In!addition!to!this,!all!but!one!student!in!the!focus!group!stated!

that!the!most!convenient!time!of!day!to!watch!television!is!between!eight!p.m.!and!

two!in!the!morning.!Although!the!reasons!differ!as!to!why!students!find!this!time!the!

best!for!television!viewing.!While!some!cite!that!it!is!their!“downAtime”,!or!free!time!

before!they!go!to!sleep,!others!say!it!is!the!time!when!they!are!studying!and!prefer!

to!hear!television!as!background!noise.!!

! As!for!mediums!of!communications!that!are!most!efficient!at!reaching!

attention,!preferences!were!divided.!Some!of!the!focus!group!members!favored!

Internet!and!EAmail!as!a!primary!form!of!communication!due!to!its!easy!accessibility!

at!the!time!that!is!most!convenient!for!them.!One!member!explained!that!she!would!

prefer!Internet!communication!rather!than!cellular!device!communication!because!

of!the!bombardment!of!bothersome!messages!that!she!receives!from!organizations!

or!groups!that!she!allows!to!contact!her!number.!Another!focus!group!member!

thought!that!regularly!scheduled!cable!programs!were!the!most!efficient!form!of!

communication!because!they!allow!him!to!look!forward!to!special!times!in!the!week,!

and!therefore!keep!his!interest!in!news!or!updates!pertaining!to!a!specific!channel!

or!program.!!

! ! ! !!



! Although!the!best!time!and!medium!of!the!show!is!greatly!debated!in!the!

group,!a!clear!pattern!throughout!almost!all!the!students!was!the!lack!of!viewership!

for!cable!television.!All!but!one!student!stated!they!rarely,!if!ever,!watch!television!

on!cable!networks.!Instead!each!student!said!they!would!rather!watch!television!

shows!on!Internet!providers!such!as!Hulu!or!Netflix.!

! With!this!information,!Grand!Valley!Television!has!the!opportunity!to!tailor!

their!television!shows!to!bestAfit!student!viewing!preferences!and!interests.!The!

focus!group!feedback!can!allow!for!GVTV!program!developers!to!know!exactly!when!

the!most!students!will!be!watching,!practically!down!to!the!hour.!In!addition,!the!

attitudes!towards!cable!and!Internet!providing!of!television!shows!allows!GVTV!to!

form!a!more!effective!way!of!allowing!students!to!reach!their!programs;!a!key!issue!

identified!throughout!the!focus!group.!

!

GVTV*Accessibility*

* All!but!one!of!the!students!in!the!focus!group!did!not!know!that!GVTV!was!a!

service!provided!to!them!by!the!university.!For!this!reason,!many!of!the!members!of!

the!focus!group!did!not!very!well!know!how!the!station!could!best!reach!them!for!

viewership.!Some!members,!however,!stated!that!they!would!prefer!to!watch!Grand!

Valley!Television!on!the!Internet!because!that!is!where!they!think!it!would!be!

easiest!to!locate.!One!of!the!focus!group!members!explained!that!if!the!television!

shows!were!provided!through!offAcampus!cable,!he!may!be!more!inclined!to!watch!

said!programs!because!that!is!how!he!already!prefers!to!view!television.!!

!!!!!

! 17!

! None!of!the!members!of!the!focus!group!thought!that!downloadable!files!

would!be!an!effective!way!to!watch!Grand!Valley!Television.!One!of!the!students!

even!remarked!that!some!of!the!processes!involved!in!downloading!video!files!are!

too!“highAtech”,!and!would!much!rather!watch!streaming!videos!on!the!Web.!

! This!facet!of!the!focus!group!doesn’t!produce!much!detailed!information!

about!how!students!currently!watch!the!station,!however,!it!does!expand!on!ways!in!

which!students!would!prefer!GVTV!to!promote!itself!to!them.!Most!students!

believed!that!GVTV!would!be!easiest!to!watch!at!their!convenience!if!it!were!

promoted!as!an!Internet!amenity.!This!is!also!beneficial!to!Grand!Valley!Television!

since!it!is!already!provided!through!the!organization.!!

!

Personal*Perceptions*of*GVTV*

Each!student!in!the!focus!group!addressed!their!current!perceptions!of!Grand!

Valley!Television!and!all!had!neither!positive!nor!negative!opinions!on!the!station.!

This!is!because!all!of!the!students!in!the!group!revealed!that!they!had!never!watched!

a!GVTV!show!before.!Additionally,!all!but!one!had!no!knowledge!of!the!television!

station!even!existing.!Thusly,!each!participant!essentially!said!they!could!not!

concretely!state!an!opinion!on!the!station!itself!but!instead!provided!input!as!to!

what!could!positively!effect!their!perceptions!of!the!station.!

Each!member!contributed!their!opinion!about!what!they!think!Grand!Valley!

Television!could!do!to!help!increase!viewership.!!Some!participants!said!that!they!

would!enjoy!seeing!guest!speakers!of!Grand!Valley!on!the!channel,!explaining!that!

! ! ! !!



they!cannot!always!attend!the!events!physically!due!to!scheduling!conflicts.!Other!

members!of!the!group!stated!that!they!would!like!to!see!school!sporting!event!

updates!that!would!not!only!increase!interest!in!the!events!themselves,!but!school!

pride!in!the!outstanding!athletic!program!that!Grand!Valley!is!known!for.!

Furthermore,!one!student!offered!the!idea!to!add!theater!and!video!production!

majors!to!the!station!with!the!reasoning!that!this!may!increase!the!expertise!and!

professionalism!of!the!broadcasting!station.!

Additional!comments!and!information!were!exchanged!throughout!the!

group.!All!of!the!members!agreed!that!it!was!important!to!advertise!the!service!to!

students!around!the!campus.!Some!provided!detailed!propositions!for!such!ways!to!

efficiently!promote!the!organization.!For!instance,!one!member!said!that!a!link!on!

Grand!Valley’s!main!webpage!would,!at!the!very!least,!increase!the!proportion!of!the!

student!body!that!knows!Grand!Valley!Television!is!available!to!them.!Others!

explained!a!simple!source!of!information!as!to!how!to!access!the!channel!would!be!

greatly!effective!in!increasing!the!number!of!students!who!watch!the!shows.!

The!feedback!gathered!for!this!topic!from!the!focus!group!provides!some!

compelling!suggestions!for!how!GVTV!can!increase!awareness!and!positive!attitudes!

towards!their!service.!For!instance,!by!allowing!students!to!easily!reach!the!GVTV!

station!at!virtually!any!time!of!the!day!on!the!GVSU!webpage,!students!believe!that!

increased!awareness!about!the!student!organization!may!follow.!Moreover,!students!

in!the!focus!group!believe!that!if!GVTV!were!to!highlight!more!campus!events!that!

they!already!provide!coverage!of,!they!may!also!increase!positive!attitudes!not!only!

towards!the!university!but!towards!the!station!itself.!

!!!!!

! 19!

Survey*Formation!

! The!feedback!from!students!within!the!focus!group!provided!a!model!that!

helped!to!frame!the!survey!questions!generated.!Based!on!the!information!provided!

by!the!participants,!the!survey!questions!are!framed!towards!the!general!

perceptions!of!any!campus!television!station,!not!GVTV!specifically.!This!was!a!

conscious!choice!meant!to!include!all!future!participants!contributing!information,!

since!the!questions!in!the!focus!group!proved!to!be!too!specific!towards!GVTV!itself.!

This!posed!a!problem!because!many!students!in!the!focus!group!had!no!input!to!

contribute!about!the!student!organization!since!many!did!not!know!it!even!existed!

prior!to!the!discussion.!For!this!reason,!the!survey!asks!many!questions!about!what!

students!expect!from!a!campus!television!station!or!what!they!wish!to!see;!instead!

of!what!they!currently!view!of!GVTV.!!

! Additionally,!the!survey!provides!more!options!for!students!to!provide!

specific!information!such!as!where!they!live!in!relation!to!the!Allendale!campus,!

detailed!rankings!of!which!genres!students!prefer!to!view,!and!questions!that!illicit!

written!responses!about!possible!improvements!for!the!television!station.!These!

questions!will!provide!Grand!Valley!Television!with!greater!knowledge!on!how!their!

key!public!thinks!and!behaves;!plus,!it!evokes!them!to!give!further!explanations!

behind!their!thoughts.!!

! Overall,!the!main!influencer!in!creating!the!survey!questions!was!to!access!

quality!information!in!great!detail!while!not!excluding!a!large!proportion!of!the!

population!who!may!not!even!know!that!GVTV!exists;!much!like!what!occurred!in!

! ! ! !!



the!focus!group.!With!questions!that!apply!to!television!viewing!habits!and!interests!

and!less!to!the!Grand!Valley!Television!organization,!every!student!will!be!able!to!

provide!usable!and!accurate!information!that!can!impact!how!GVTV!promotes!their!

services.!

!

Conclusion*

The!responses!and!contributions!from!focus!group!members!highlight!some!

of!the!key!issues!with!GVTV!and!student!viewership.!Although!not!much!information!

can!be!drawn!about!how!students!view!the!television!station!currently,!many!

members!contributed!ideas!on!how!to!better!reach!out!to!the!young!adult!audience.!

Plus,!the!information!gathered!about!television!viewing!preferences!and!habits!

helps!to!further!benefit!Grand!Valley!Television!by!identifying!the!pivotal!times!to!

communicate!with!the!target!audience.!The!primary!benefit!of!conducting!the!focus!

group!was!the!detailed!information!that!provided!guidance!in!forming!survey!

questions.!!

From!the!responses!given,!the!survey!was!designed!to!illicit!more!detailed!

information!about!what!students!expect!or!desire!from!a!campus!television!station;!

rather!than!what!they!currently!think!of!it.!In!doing!this,!the!hope!is!to!decrease!

respondent!alienation!by!providing!questions!that!virtually!any!student!can!answer.!

Additionally,!the!survey!allows!for!students!to!comment!or!add!additional!

information!in!their!own!words!which!will!provide!even!more!information!about!

what!suggestions!students!have!to!better!promote!the!student!organization.!

! !

!!!!!

! 21!

!

! !

! ! ! !!



!

!

Grand*Valley*Television*Focus*Group*Moderator’s*Guide*

(Grand!RapidsA!AllendaleAHolland)!!

My!name!is!Julia!Bradley,!the!director!of!this!focus!group!for!Grand!Valley!State!University!campus!television!station.!!Thank!you!for!your!time!and!commitment!to!participate!today.!Grand!Valley!is!in!the!beginning!phases!of!an!extensive!research!project!on!the!successes!and!improvements!for!GVTV,!our!campus!television!station.!An!essential!part!of!this!research!includes!the!input!of!current!Grand!Valley!students,!such!as!yourselves.!From!this!focus!group,!we!hope!to!learn!more!about!the!positive!and!negative!connotations!associated!with!GVTV!through!a!compilation!of!your!opinions,!observations,!and!experiences.!!These!focus!groups!are!conducted!all!throughout!campus!with!past,!present,!and!future!students!alike.!Again,!your!participation!today!is!much!appreciated!and!allAimportant!to!the!research!process.!Our!entire!discussion!for!today!is!off!the!record;!all!we!inquire!is!your!honest!opinion.!!Before*we*initiate*this*focus*group,*are*there*any*questions?*!First,!we!will!go!around!the!room!and!introduce!ourselves.!Please!relay!your!first!and!last!name,!your!class!standing,!your!major!and!your!minor!(if!decided),!and!any!affiliation!to!GVSU!campus!organizations.!!

1. What!genre!of!programs!do!you!like!to!watch!the!most?!• Comedy!and!skitAbased!shows!• Scripted!dramas!• Sports!• Mystery!and!SciAFi!programs!• Other:!!

!2. What!days!of!the!week!are!the!most!convenient!for!you!to!watch!regularly!

scheduled!television!programs?!• Monday!• Tuesday!• Wednesday!• Thursday!• Friday!

!

!!!!!

! 23!

3. At!what!time!do!you!watch!the!most!television!(on!a!daily!basis)?!• 9!a.m.!to!12!p.m.!• 1!p.m.!to!4!p.m.!• 5!p.m.!to!8!p.m.!• 8!p.m.!to!2!a.m.!

!4. What!are!your!current!views!about!the!GVTV!station?!

• Proficient!in!educating,!informing,!and!entertaining!students!• Weak!in!educating,!informing,!and!entertaining!students!• No!opinion.!• Opinion!not!listed!!(if!so,!please!write!out!current!opinion):!

!!

5. Which!mediums!do!you!believe!are!the!most!efficient!at!reaching!your!attention?!

• Regularly!scheduled!television!• Mailed!information!• Internet!and!EAmail!!• LandAline!or!cellular!device!

!6. How!often!do!you!watch!cable!television?!

• Daily!• 3A5!times!per!week!• 1A2!times!per!week!• Rarely!• Never!

7. How!many!times!per!week!do!you!tune!in!to!watch!GVTV?!• During!every!scheduled!program!• More!than!once!a!week!• Once!a!week!• Rarely!• Never!

8. What!news!topics!you!like!to!learn!more!about!through!GVTV!(please!identify!all!that!apply)?!

• Sporting!and!athletic!events!• Guest!speakers!or!important!visitors!of!GVSU!• GVSU!policy!and!news!briefs!• General!community!news!• Daily!or!weekly!weather!forecasts!• Topic!not!listed!(if!so,!please!contribute!topic!below):!

!!

! ! ! !!



!!

9. In!what!ways!is!it!most!accessible!for!you!to!watch!GVTV?!• Cable!viewings!• Internet!streaming!• Downloadable!files!

!10. Last!Question:!Please!take!this!time!to!go!around!the!room!and!contribute!

one!final!piece!of!advice!in!the!ways!we!can!improve!or!change!GVTV!to!better!benefit!you,!the!GVSU!student.*

• Any*last*questions*or*comments?**

Conclusion:!Thank!you!for!your!participation!in!today’s!GVSU!focus!group.!Your!honest!contributions!will!help!to!learn!more!about!how!GVSU!students!view!our!campus!television!station.!!We!may!follow!up!with!additional!questions!or!requests!for!opinions!via!EAmail,!with!your!consent.!

!

!!!!!!!!!!!!!!!!!!!!!

!!!!!

! 25!

! !

! ! ! !!



!!

!Introduction!!! To!obtain!a!general!perspective!of!how!the!Grand!Valley!State!University!

student!population!views!GVTV,!a!survey!was!administered.!The!survey,!which!is!25!

questions!in!length,!asks!an!array!of!questions!pertaining!to!the!demographics!of!

students,!their!general!television!viewing!habits,!and!their!opinions!and!

expectations!of!Grand!Valley!Television.!

! In!order!to!obtain!a!large!enough!sample!of!students!to!represent!the!

population!of!enrolled!GVSU!peers,!the!survey!had!to!be!administered!to!a!high!

number!of!people.!Of!the!roughly!500!students!in!which!the!survey!was!made!

available!for,!32!responses!were!obtained.!Once!the!survey!was!created!using!the!

tools!provided!by!the!website!www.SurveyMonkey.com,!a!web!link!was!designed!

and!sent!out!through!the!Internet!via!mass!eAmail!(Gmail)!and!social!networking!

sites!(Facebook).!This!method!of!gaining!participants!for!the!survey!was!quite!

effective.!The!timing!implemented!with!administering!it!was!also!a!key!variable!in!

student!responses.!Since!the!survey!was!sent!out!a!day!prior!to!spring!break,!

students!had!ample!time!to!complete!the!survey!without!the!extra!burden!of!

worrying!about!classes.!Thusly,!it!was!hypothesized!that!students!would!be!more!

willing!to!respond!due!to!their!lack!of!otherwise!hectic!classes!during!the!duration!

that!the!survey!was!open.!

!!!!!

! 27!

! The!answers!to!the!survey!questions!yielded!a!majority!of!quantitative!

results!that,!when!analyzed,!illustrate!the!general!opinions,!habits,!and!suggestions!

of!Grand!Valley!State!University!students!towards!Grand!Valley!Television.!

!

Demographic*Results!

Refer'to'Appendix'A'on'Pg.'11G14'

! The!administration!of!the!surveys!online!yielded!many!results!pertaining!to!

the!demographic!of!students!who!are!motivated,!or!at!least!interested,!to!know!

more!about!GVTV.!The!answers!obtained!were!all!representative!of!the!

undergraduate!classmen!at!Grand!Valley,!with!a!majority!of!31%!or!ten!students,!

being!from!the!sophomore!standing.!Still,!the!results!show!a!variety!of!students!in!

different!class!standings!as!well!as!different!ages.!Yet!the!older!age!groups!were!not!

represented!well,!with!only!12.5%!of!respondents!being!from!the!25!years!or!older!

age!group.!These!results!are!important!to!GVTV!because!they!show!the!proportions!

of!students!who!are!most!easily!accessible!through!online!media.!In!addition,!the!

information!also!illustrates!the!willingness!of!specific!ages!to!become!more!involved!

in!the!GVTV!station!through!responding!to!the!survey.!

! The!survey!questioned!the!students!as!to!what!major!or!minor!they!are!

currently!pursuing.!General!results!show!a!wide!variety!of!academic!interests.!Five!

of!the!students!are!currently!enrolled!in!psychology!courses,!six!students!were!

taking!medical!or!health!courses,!and!three!associate!with!liberal!arts!studies.!The!

rest!of!the!results!showed!students!taking!courses!in!computer!information!systems,!

! ! ! !!



advertising!and!public!relations,!business,!and!criminal!justice.!These!results!are!

desirable!because!each!student!provides!a!range!of!different!interests,!expectations,!

and!perceptions!in!context!with!Grand!Valley!Television.!

! A!number!of!questions!inquired!about!the!general!lifestyles!of!the!Grand!

Valley!student!population.!Results!showed!that!most,!or!12!(42%)!of!the!students!

lived!on!Grand!Valley’s!campus.!Yet,!24%!lived!in!the!nearby!offAcampus!

apartments.!Only!six!students!lived!in!the!Allendale!or!Standale!area!and!four!live!in!

Grand!Rapids.!This!information!provides!insight!on!the!reach!GVTV!will!have!to!

cover!in!order!to!gain!a!large!number!of!viewers.!Specifically,!it!shows!that!many!of!

the!viewers!are!either!onAcampus!or!living!fairly!close!by.!This!is!important!

knowledge!because!it!provides!the!locations!in!which!a!large!number!of!potential!

viewers!reside.!In!addition,!the!results!showed!that!all,!or!100%,!of!respondents!

attended!class!on!Grand!Valley’s!Allendale!campus.!This!also!allows!GVTV!to!have!

better!access!to!all!of!the!recipients!and!initiates!the!argument!that!utilizing!campus!

televisions!to!broadcast!GVTV!programs!could!be!beneficial!to!gaining!viewership.!

Lastly,!the!responses!showed!that!a!majority,!or!72%!of!students,!responded!to!

going!to!events!and!trying!services!that!were!promoted!onAcampus.!This!is!another!

important!piece!of!information!to!know!about!GVSU!students!because!it!shows!that!

they!positively!act!on!the!awareness!of!services!or!events!provided!by!promotions!

onAcampus.!

!

!

!

!!!!!

! 29!

GVSU*Student*Viewing*Habits*Refer'to'Appendix'B'on'Pg.'15G18''! Although!much!of!the!focus!group!analyzed!the!viewing!habits!of!Grand!

Valley!students,!the!survey!continued!the!inquiry!on!a!larger!scale.!The!results!

support!the!findings!from!both!secondary!research!and!the!focus!group!conducted!

on!the!television!viewing!habits!of!college!students.!For!instance,!the!survey!

revealed!that!75%!of!students!watch!television!between!the!hours!of!eight!p.m.!and!

midnight,!which!correlates!with!the!findings!from!research!and!previous!student!

responses.!In!addition,!the!findings!show!that!35%!of!students!rank!comedy!and!

skitAbased!shows!as!their!first!favorite!genre.!Scripted!dramas!followed!in!second!

with!29%,!of!the!votes!and!documentaries!at!22%,!coming!in!third.!Other!genres!

considered!were!mystery!and!sciAfi,!sporting!events,!and!current!events!and!news!as!

the!least!favorite.!Furthermore,!53%!or!17!respondents,!like!to!watch!shows!with!

ongoing!plots!versus!segmented!and!47%!would!rather!watch!educational!shows!

over!recreational!ones.!These!results!also!support!the!findings!of!secondary!

research!and!focus!group!responses!that!comedy!and!scripted!dramas!are!the!most!

favorite!among!college!televisionAviewing!audiences.!This!information!can!be!

utilized!by!GVTV!because!it!shows!what!genre!and!purpose!students!have!for!

watching!particular!programs.!

! In!addition!to!the!previous!evidence!found,!the!survey!was!able!to!obtain!

specific!information!about!how!proportions!of!GVSU!students!access!television.!The!

responses!show!that!more!students!prefer!to!watch!television!on!the!Internet!with!

! ! ! !!



56%,!or!18!students,!watching!online.!The!only!other!channel!of!communication!

students!preferred!to!watch!television!on!was!cable!at!37.5%,!or!12!students.!This!

information!further!shows!the!potential!for!students!to!become!engaged!in!watching!

Grand!Valley!Television!because!cable!and!Internet!are!the!two!channels!in!which!it!

airs!and!it!is!also!where!the!largest!number!of!potential!viewers!are!active.!!

! Further!analysis!of!the!results!provided!more!important!information.!Firstly,!

responses!showed!that,!on!average,!students!prefer!to!watch!shows!that!are!30!

minutes!to!an!hour!in!length.!Which!allows!GVTV!to!tailor!their!shows!better!to!the!

viewers!wants!as!far!as!the!duration!that!their!programs!air.!For!instance,!if!a!

program!runs!for!fifteen!minutes,!the!results!indicate!that!greater!viewership!can!be!

obtained!if!the!program!were!30!minutes!long!instead!because!this!is!what!47%!of!

viewers!identify!as!watching,!and!enjoying,!the!most.!Secondly,!the!results!show!that!

a!majority,!or!84%,!of!students!enjoy!watching!new!television!shows.!This!

information!is!important!to!Grand!Valley!Television!because!it!illustrates!the!

possibility!of!increased!viewership.!Lastly,!the!survey!results!found!that!66%,!or!21!

of!the!students,!find!it!easiest!to!watch!videos!of!interest!on!YouTube.!This!

information!is!vital!to!GVTV!because!it!further!shows!the!potential!of!gaining!GVSU!

student!viewership!via!uploading!television!programs!on!YouTube.!

!

Grand*Valley*Television*Viewership*Refer'to'Appendix'C'on'Pg.'19G21''! According!to!the!results!of!the!survey!roughly!half,!or!58%!of!students,!have!

previous!knowledge!or!awareness!of!Grand!Valley!Television.!This!information!

shows!the!group!of!surveyed!students!have!the!awareness!of!the!station!but!still!

!!!!!

! 31!

need!further!provocation!to!become!positively!active!in!watching!the!television!

programs.!Additionally,!the!results!illustrated!that!34%!of!students!strongly!agree!

that!GVTV!could!gain!viewership!by!providing!promotional!materials!onAcampus;!

while!an!additional!47%!simply!agree.!This!information!further!proves!how!Grand!

Valley!Television!can!gain!loyal!viewers!through!listening!to!the!opinion!of!students!

who!agree!that!promotion!is!a!good!option!for!the!station.!This!information!also!

supports!the!opinions!expressed!by!many!of!the!participants!in!the!focus!group.!

Furthermore,!the!responses!illustrated!that!less!than!half,!or!43%!of!students,!have!

no!knowledge!as!how!to!access!GVTV.!This!shows!the!incongruities!that!need!to!be!

addressed!by!the!station.!To!gain!viewership,!more!students!need!greater!quality!

resources!on!how!to!easily!access!Grand!Valley!Television’s!shows.!!

! Many!questions!about!specific!opinions!and!viewing!habits!of!those!who!have!

seen!campus!television!programs,!or!even!GVTV,!were!asked!in!the!survey.!The!

opinions!of!respondents!are!split!as!to!whether!they!believe!a!campus!television!

station!has!the!power!to!greatly!influence!the!student!body.!About!37.5%!of!

students!said!that!they!agree!while!28%!of!students!voted!that!they!disagree.!This!

shows!that!generally,!Grand!Valley!students!are!not!easily!motivated!to!actions!

directed!by!television!programs!because!they!do!not!believe!the!source!has!much!

influence!over!the!student!body.!Additionally,!a!majority!of!students!(71%)!voted!

that!they!perceive!campus!television!to!be!boring!while!another!large!number!of!

students!(52%)!perceived!campus!television!to!be!outdated.!This!shows!that!Grand!

Valley!Television!must!work!towards!to!goal!of!changing!the!image!of!campus!

! ! ! !!



television!from!boring!and!outdated!to!interesting!and!trendy.!In!correlation!to!

student’s!perceptions!of!GVTV!and!campus!television!stations!in!general,!55%,!

found!their!viewing!experience!as!bad,!while!an!additional!21%!found!it!to!be!

merely!acceptable.!This!demonstrates!the!general!perception!of!Grand!Valley!

Television!in!a!more!specific!framework.!From!this!information,!it!can!be!concluded!

that!the!goal!of!GVTV!should!be!to!change!this!undesirable!perception!of!their!

station!towards!a!more!positive!and!upAbeat!public!view.!

! The!end!of!the!survey!consisted!of!questions!asking!students!to!contribute!

their!personal!voice!on!how!they!believe!GVTV!can!be!improved!for!the!benefit!of!

students,!plus!some!provided!their!general!expectations!of!campus!television!

programs.!Many!participants!expressed!the!belief!that!the!station!needs!much!

improvement.!The!responses!yield!a!pattern!of!results!in!which!students!state!their!

desire!for!more!interesting!plots!and!genres!of!shows!available!on!the!station.!One!

student!added,!“I!expect!GVTV!to!inform!students!about!onAgoing!and!upAcoming!

events!at!Grand!Valley,!to!promote!organizations,!to!discuss!university!problems!

and!to!connect!the!student!body!to!the!faculty!and!staff.”!This!feedback!provides!

much!insight!to!what!students!dislike!and!expect.!In!general,!more!extensive!and!

dramatic!plot!lines!with!increased!student!involvement!in!the!station!have!the!

potential!to!gain!a!high!level!of!public!awareness!while!allowing!students!to!help!in!

further!maturing!the!station.!Thusly,!an!additional!objective!for!GVTV!should!be!to!

involve!student!opinion!and!preference!in!creating!the!public!image!of!GVTV.!

!

!

!!!!!

! 33!

Conclusion*

! From!all!of!the!32!students!who!participated!in!the!survey,!a!great!deal!of!

information!pertaining!to!student!demographics,!television!viewing!habits,!and!

opinions!on!campus!television!(GVTV!specifically)!was!gained.!From!this!

information,!conclusions!were!drawn!about!where!Grand!Valley!Television!can!

reach!students,!what!mediums!are!best!suited!to!reach!the!highest!number!of!

students,!and!how!GVTV!can!put!emphasis!on!strengths!in!their!station!to!gain!

viewership.!This!information!also!helps!in!forming!the!main!objectives!and!goals!of!

the!campaign.!The!main!objective!should!be!to!raise!positive!awareness!about!the!

television!station!through!onAcampus!promotions.!Inversely,!additional!goals!should!

relate!to!informing!students!about!online!viewership,!rearranging!program!

schedules!to!air!more!favorable!shows!during!prime!college!viewing!hours,!and!

creating!an!image!as!a!reliable!studentAbody!resource.!All!of!the!input!gained!from!

the!GVSU!students!is!helpful!in!further!articulating!the!trajectory!for!this!campaign.!

!

!

!

!

!

!

!

!

! ! ! !!



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!!*Situation*Analysis** *! Based!on!an!abundant!amount!of!both!primary!and!secondary!research,!the!

perception!of!GVTV!in!the!Grand!Valley!public!eye!is!better!known.!From!this!

research!we!can!see!that!although!a!larger!majority!of!students!know!about!GVTV,!

many!aren’t!motivated!enough!to!watch!it!and!some!may!not!know!how!to!access!it!

(Refer!to!Appendix!C).!Yet,!primary!research!suggests!that!students!respond!well!to!

services!and!events!that!are!promoted!on!campus!(Refer!to!Appendix!A),!which!

means!that!simple!promotion!may!have!the!possibility!to!attract!viewers!to!the!

station.!Additionally,!research!found!that!there!are!more!than!twice!as!many!alumni!

as!current!students;!providing!an!untapped!and!possibly!interested!source!of!

viewership.!!!

Further!evidence!shows!that!students!actually!enjoy!watching!new!shows!

that!feature!comedy!or!documentaries!(Refer!to!Appendix!B).!This!information!

lends!itself!well!to!the!GVTV!campaign!because!a!majority!of!their!current!shows!

feature!comedic!plots!with!the!realistic!edge!of!having!student!actors.!This!

illustrates!that!Grand!Valley!Television!can!further!gain!viewers!by!promoting!the!

programs!they!already!have!available!that!will!fit!the!likes!of!the!student!body.!!

When!students!were!polled!about!their!general!opinions!about!campus!

television,!or!specifically!GVTV,!the!reponses!came!with!mixed!results.!A!majority!of!

students!expressed!their!belief!that!campus!television,!in!general,!was!bad!in!

quality.!!Additional!responses!show!that!some!students!think!the!station!is!decent!or!

!!!!!

! 51!

acceptable,!but!none!expressed!the!belief!that!the!station!was!excellent!(Refer!to!

Appendix!C).!This!shows!that!Grand!Valley!Television!will!have!to!work!to!change!

the!perception!of!their!station!and!to!distinguish!themselves!from!other!campus!

networks.!With!this!information,!GVTV!can!launch!a!campaign!to!make!the!student!

body!more!aware!of!their!services!and!thusly!stimulate!student!responses!in!

viewership.!!

!

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!

Objective*1*

Raise!awareness!of!the!station!throughout!the!entire!Grand!Valley!State!University!

student!body!by!20%!(to!reach!78%)!by!March!2014.!

! Strategy*

Promote!the!student!organization!onAcampus!promoting!the!organization!in!

highly!populated!campus!buildings!such!as!Kirkhof!Center.!

! Tactics*

• Create!a!banner!to!hang!from!the!catwalk!in!Kirkhof!Center,!

announcing!the!new!and!improved!GVTV.!The!banner!will!feature!

pictures!of!the!staff!and!actors!of!the!station!plus!information!of!how!

to!access!the!station!online!and!through!GVSU’s!cable!network.!It!will!

hang!for!the!duration!of!November!and!December!of!2013.!The!goal!of!

this!tactic!is!to!get!students’!attention!as!they!walk!to!class!or!to!an!

organization!meeting!or!event!in!Kirkhof.*

• Produce!a!press!release!to!send!to!The!Lanthorn!about!the!students!

involved!in!the!station!and!the!programs!they!produce.!The!release!

will!provide!a!feature!news!piece!about!the!students!who!create!and!

operate!the!station!as!well!as!information!about!how!GVTV!is!working!

to!change!their!public!image.!Announcing!this!in!the!newspaper!will!

fulfill!the!goal!of!letting!students!know!that!the!station!is!making!

changes!to!the!way!they!present!themselves.!This!tactic!will!be!

implemented!once!per!month!for!the!duration!of!the!campaign.*

!!!!!

! 53!

• Have!students!from!GVTV!perform!a!series!of!skits!in!front!of!the!clock!

tower!on!Grand!Valley’s!campus;!inviting!other!students!to!join!in.!Set!

up!a!table!with!promotional!information!and!free!snacks!as!incentive!

to!get!students!to!join.!In!doing!this,!the!event!will!hope!to!introduce!

the!student!body!to!the!actors!of!the!various!GVTV!shows.!

Familiarizing!the!public!with!the!students!involved!at!the!station!will!

hope!to!initiate!a!communicating!relationship!between!actors!and!

potential!viewers.!This!‘Meet!the!Stars’!event!will!take!place!in!

October!2013!and!March!2014!to!minimize!the!risk!of!weather!

intervening!on!the!event!itinerary.*

• Book!live!interviews!with!campus!figures!such!as!President!T.!Haas!or!

Louie!the!Laker.!Specifically,!an!interview!with!President!Haas!will!be!

held!in!December!2013,!during!the!middle!of!the!promotional!

campaign.!Grand!Valley!is!unique!in!that!a!majority!of!students!know!

and!respect!President!Haas.!The!goal!is!to!utilize!this!knowledge!to!

further!gain!more!student!attention!of!the!station.*

• Begin!airing!GVTV!programs!on!campus!televisions!in!dining!halls.!

This!will!be!initiated!in!December!2013!and!run!until!March!2014,!

airing!for!a!majority!of!the!campaign.!In!doing!this,!the!hope!is!to!get!

students!watching!GVTV!while!eating!onAcampus.!By!providing!it!

through!television!throughout!GVSU’s!Allendale!campus,!students!

passing!by!or!enjoying!lunch!may!take!notice!of!the!programs!and!

become!more!aware!and!interested!in!watching!the!shows.*

! ! ! !!



*Objective*2*

Improve!the!GVTV!positive!brand!attitude!of!the!student!body!by!50%!by!March!

2014.!

! Strategy*

Redesign!and!revitalize!the!image!of!as!a!Grand!Valley!State!student!

organization.!

! ! Tactics*

• Redesign!the!GVTV!web!page!to!have!feature!clips!on!the!home!page!

and!tutorials!on!how!to!access!Grand!Valley!Television!through!

various!mediums!such!as!YouTube!and!onAcampus!cable.!This!tactic!

will!be!launched!in!November!2013!and!will!run!permanently!as!the!

new!and!improved!GVTV!site.!The!ambition!here!is!to!provide!

students!with!easyAtoAaccess!information!in!a!creative!and!appealing!

context.!

• Provide!a!program!schedule!on!the!Grand!Valley!Television!webpage,!

Facebook!page,!and!Twitter!account.!Programs!will!be!posted!under!a!

tab!on!the!webpage!and!in!the!“about”!section!of!the!GVTV!Facebook!

page.!For!Twitter!media,!the!program!will!be!given!out!to!students!

who!ask!when!shows!air!and!accompany!the!hashtag;!

“#WhatsonGVTVnow”.!Doing!this!will!circulate!more!awareness!

throughout!students!in!an!informal!medium.!This!tactic!will!be!

!!!!!

! 55!

initiated!throughout!the!entire!duration!of!the!GVTV!public!relations!

campaign.!

• Design!and!promote!a!GVTV!iPhone!application!to!stream!clips!and!

news!straight!to!students’!phones.!This!application!will!be!launched!

on!January!4,!2014!to!all!students!and!alumni!of!Grand!Valley.!

Allowing!both!students!and!alumni!will!help!not!only!to!increase!

awareness!of!the!station!but!to!create!a!positive!image!of!GVTV!as!a!

techAsavvy!and!trendy!student!organization.!!

!

!

!

!

!

!

!

!

!

*

*

*

*

*

! ! ! !!



*

Objective*3*

Increase!station!viewership!from!the!student!body,!both!undergraduate!and!alumni,!

by!40%!by!March!2014.!

! Strategy*

Get!students!and!alumni!involved!and!excited!about!participating!in!the!

station.!

Tactics*

• Embed!clips!and!previews!for!all!of!GVTV’s!programs!and!feature!

shows!to!Twitter!and!Facebook.!Tweeting!commercials!for!upcoming!

shows!on!Twitter!and!posting!the!same!commercials!to!a!GVTV!

Facebook!status!will!help!to!get!students!interacting!with!the!station!

online.!By!clicking!the!videos,!they!can!see!a!sneak!preview!to!a!GVTV!

show,!while!learning!more!about!how!to!watch!various!other!

programs!offered!and!when!the!shows!will!air!on!cable.!This!tactic!

will!be!initiated!weekly!throughout!the!whole!GVTV!campaign.!

• Create!a!press!release!or!newsletter!for!the!Grand!Valley!Magazine!

informing!alumni!about!the!benefits!of!watching!GVTV.!This!press!

release!will!be!sent!out!once!in!October!2013,!December!2013,!and!

once!in!February!and!March!2014.!By!doing!this,!the!station!will!

increase!the!possibility!of!alumni!watching!the!station’s!shows!online.!

This!press!release!will!be!a!feature!story!about!how!Grand!Valley!

alumni!can!connect!with!current!students!and!see!their!bodies!of!

!!!!!

! 57!

work!through!entertaining!shows!on!YouTube!and!through!the!GVTV!

iPhone!app.!

• Host!a!‘Grand!Valley!Night!Live’!event!where!students!can!watch!the!

skits!live!as!they!are!being!recorded!for!airing.!This!event!is!akin!to!

Saturday!Night!Live!and!designed!to!highlight!the!GVTV!comedy!

program!Randomish!'The!event!will!include!free!concessions!and!will!

be!held!in!Kirkhof!Center!once!a!month!for!the!duration!of!the!

campaign.!‘Grand!Valley!Night!Live’!will!feature!three!GVTV!programs!

performed!by!GVTV!actors,!students,!and!popular!GVSU!figures.!The!

goal!of!this!tactic!is!to!gain!attendance!of!students!who!enjoy!comedy!

shows!and!begin!a!viewership!loyalty!to!the!station.!

• Provide!a!tour!of!Grand!Valley!Television!where!students!in!the!

organization!give!public!tours!of!the!station!where!the!show!airs!and!

explanations!on!how!the!network!operates.!This!tactic!will!be!

promoted!through!flyers!on!campus!and!will!occur!twice!a!month!for!

every!month!that!the!campaign!is!in!effect.!The!goal!of!the!tours!is!to!

show!students!the!organizations!transparency!in!operations!and!

production.!Allowing!students!into!the!studio!allows!for!viewers!to!get!

to!know!the!station,!and!the!organization,!better.!

• Create!a!promotional!competition!to!have!a!student!become!the!

newest!character!on!a!television!show!wherein!students!upload!their!

video!auditions!to!Twitter!with!the!hashAtag!#GVTVStar.!The!winner!

! ! ! !!



of!the!contest!will!be!announced!on!GVTV’s!homepage,!on!their!

Facebook!page,!on!the!GVTV!Twitter!account,!and!will!be!displayed!as!

a!banner!on!the!iPhone!app.!Additionally,!the!winner!will!receive!an!

incentive!prize!worth!$100.!In!doing!this,!the!hope!is!to!raise!

excitement!and!participation!in!the!actions!of!the!television!station.!!

This!tactic!will!run!from!November!2013!until!February!2014.!It!will!

be!in!effect!during!this!time!because!it!poses!the!greatest!possibility!of!

gaining!viewership!in!the!middle!of!the!campaign.!

!

*

*

*

*

*

*

*

*

*

*

*

*

*

*

!!!!!

! 59!

Grand*Valley*Television*Campaign*Calendar*(201322014)*

!!These!tactics!will!be!released!once!and!will!run!24/7!for!the!duration!of!the!campaign!indicated!!

!!

! October*2013*

November*2013*

December*2013*

January*2014*

February*2014*

March*2014*

Press*Release*

X* X* X* X* X* X*

Newsletter* X* * X* * X* X*

Banner*Hanging*

* XXXXXXXX* XXXXXXXX* * * *

Webpage*Re2Launch**

* XXXXXX* XXXXXXX* XXXXXX* XXXXXXX* XXXXX*

IPhone*App*Release**

* * * XXXXX* XXXXXX* XXXXX*

GVNL*Event* X* X* X* X* X* X*

Meet*The*Stars*Event*

X* * * * *X*

*

T.*Haas*Interview*

* * X* * * *

GVTV*Student*Tour*

XX* XX* XX* XX* XX* XX*

GVTV*Star*Competition*

* XXXXXXXX* XXXXXXXX* XXXXXX* XXXXXXX* *

Dining*Hall*Showings*

XXXXXXX* XXXXXXXX* XXXXXXXX* XXXXXX* XXXXXXX* XXXXXX*

Commercial*&*Schedule*Release*

XXXXXXX* XXXXXXXX* XXXXXXXX* XXXXXX* XXXXXXX* XXXXXX*

Evaluation* X* * XXXXXXXX* * * X*

! ! ! !!



!GVTV*Campaign*Budget*

*

Tactic* Cost* Frequency* Total*

Press*Release* $0.00! !X6! $0.00!

Newsletter* $0.00! X4! $0.00!

Banner*Hanging**(Glossy,*44”*roll)*

$58.08! X1! $116.16!

Webpage*Redesign*

$0.00! X1! $0.00!

IPhone*App* ≈$500.00! X1! $500.00!

GVNL*Event* $50.00! X6! $300.00!

Meet*the*Stars*Event*

$20.00! X2! $40.00!

President*T.*Haas*Interview*

$0.00! X1! $0.00!

GVTV**Student*Tour*

$20.00! X12! $240.00!

GVTV*Star*Competition*

$100.00! X1! $100.00!

Total* ≈$628.08* 35*Promotional*Trials*

$1296.16*

!

!

!

!

!

!

*

*

!!!!!

! 61!

Evaluation*

! In!order!to!measure!if!the!major!benchmarks!for!the!objectives!of!the!Grand!

Valley!Television!campaign,!evaluation!must!be!performed!before,!during,!and!after!

the!campaign!has!been!implemented.!Primary!research!has!already!been!run!to!

establish!the!perception!of!GVTV!in!the!eyes!of!their!main!public,!the!Grand!Valley!

State!University!student!body.!Further!evaluation!will!be!implemented!in!early!

October,!2013!when!the!campaign!tactics!and!actions!begin!to!take!place.!This!will!

occur!at!this!time!to!reAevaluate!the!perception!of!GVTV!and!to!measure!any!changes!

in!opinion!and!attitude!since!the!original!student!body!polling.!This!evaluation!will!

be!done!in!the!form!of!a!survey.!

! The!next!evaluation!tactic!will!run!during!the!entire!month!of!December,!

2013.!This!examination!will!be!in!the!form!of!online!comments!or!suggestions!for!

further!improvement!on!the!GVTV!station.!A!comment!box!and!inquiry!statement!

will!be!posted!on!the!Grand!Valley!Television!webpage!but!will!be!promoted!to!

students!through!eAmail!so!as!to!stimulate!responses.!

! The!last!evaluative!measure!will!be!taken!in!March,!2014!as!the!GVTV!

campaign!comes!to!a!close.!This!will!be!administered!to!the!Grand!Valley!student!

body!and!alumni,!once!again,!through!a!survey.!The!survey!will!be!provided!online!

so!that!all!publics!targeted!by!the!campaign!can!access!it.!Additionally,!this!survey!

will!inquire!much!more!specific!information!about!the!operation!and!public!

attitudes!towards!Grand!Valley!Television.!The!overall!mission!of!this!survey!is!to!

determine!whether!viewership!has!increased!after!the!sixAmonth!period!in!which!

the!GVTV!campaign!is!in!action.!

!

!

! ! ! !!



!

!

!

Press*Release*

Refer'to'Page'60G61'

The!news!release!created!for!GVTV!was!designed!with!the!purpose!to!promote!another!

campaign!tactic.!The!release!announces!the!new!launching!of!the!Grand!Valley!Television!IPhone!

application.!It!identifies!that!date!of!release!for!the!IPhone!app!as!well!as!the!features!that!will!be!

available!to!Grand!Valley!students!who!use!it.!Additionally,!the!news!release!features!quotes!and!

anecdotes!from!directors!and!members!of!the!Grand!Valley!Television!Station.!The!release!will!be!sent!

out!in!December!of!2013,!just!a!month!before!the!launch!of!the!tactic.!The!hope!in!doing!this!is!to!raise!

awareness!of!this!feature!within!the!GVSU!student!body!while!creating!anticipation!for!the!event.'

!

GVTV*IPhone*App*

Refer'to'Page'62G63'

The!Grand!Valley!Television!IPhone!App!is!designed!to!stream!all!of!GVTV’s!entertaining!

programs!through!student’s!IPhone’s.!The!application!features!program!scheduling!paired!with!

exclusive!program!home!pages!that!feature!information!such!as!cast!biographies,!Webisodes,!and!

exclusive!IPhone!interviews.!By!launching!the!app,!the!desire!is!to!create!an!image!of!a!techAsavvy!

student!organization!that!can!connect!with!it’s!audiences!on!many!different!levels.!!

!

!!!!!

! 63!

!Grand*Valley*Night*Live*Program!Refer'to'Page'64G65'

! The!final!campaign!tactic!is!that!Grand!Valley!Night!Live!program!that!

features!the!cast!list!and!itinerary!for!the!first!ever!liveAshow.!!This!document!serves!

as!both!a!promotional!piece!to!distribute!before!the!event!as!well!as!a!functional!

program!that!students!can!use!during!the!performances.!The!program!also!features!

graphics!that!introduce!that!cast!and!crew!of!GVTV!with!student!viewers.!In!doing!

this,!the!goal!is!to!familiarize!GVSU!students!with!the!GVTV!cast.!

!

!

!

!

!

!

!

!

!

!

!

!

!

!

!

!

!

!

! ! ! !!



!!Grand Valley Television: A Student Organization at Grand Valley State University !

FOR!IMMEDIATE!RELEASE!December!12,!2013!!Contact:!Julia!Bradley,!Grand!Valley!Television!PR!Representative,[email protected],!(248)!918A8084!!!

Grand!Valley!Television!to!release!IPhone!app!to!student!body!!

!ALLENDALE,!Mich.!— The!new!year!is!proving!to!bring!a!lot!of!new!changes!to!the!face!of!GVTV,!Grand!Valley!State’s!studentArun!television!station.!To!kick!off!2014,!the!organization!will!introduce!its!new!IPhone!app!to!GVSU!students,!which!will!be!up!and!running!by!January!4.!!“GVTV!is!moving!into!the!future!and!into!the!hands!of!students!all!over!west!Michigan.!This!app!will!bring!fun,!free,!and!appropriate!entertainment!to!the!students”!said!GVTV!station!manager!and!president!Mike!Rapin!“We!hope!to!change!the!image!of!campus!television!from!boring!and!out!dated!to!techAsavvy!and!endlessly!entertaining.”!!The!app!will!feature!interactive!technology!to!stream!videos!and!extras!through!the!station’s!YouTube!channel.!Features!including!program!schedules,!actor!biographies,!and!behindAtheAscenes!clips!will!also!be!provided!for!the!phones.!Technical!Director!of!Grand!Valley!Television,!Tim!Lieber,!explains!that!the!apps!will!be!free!to!all!students!without!the!need!for!logins!or!passwords.!!!GVTV!publicity!manager,!Jamie!Bartkowicz!said!“This!app!is!really!exciting!to!the!new!face!of!GVTV.!Keeping!up!with!technology!is!important!these!days!and!by!providing!our!same!internet!and!cable!shows!to!students!phones,!we!hope!to!!!

GmoreG'

NEWS RELEASE

!!!!!

! 65!

1/Grand'Valley'Television/GVTV'IPhone'app'!increase!the!accessibility!of!GVTV!to!the!busy!students!who!can’t!catch!our!regularly!scheduled!programming.”!!The!IPhone!app!is!the!latest!in!a!series!of!promotional!events!that!the!organization!has!completed.!Other!noteworthy!events!GVTV!hosted!this!year!include!a!new!website!launch!in!November,!the!introduction!of!Grand!Valley!Night!Live!(a!spinAoff!of!Saturday!Night!Live)!in!October,!and!the!GVTV!student!tours!of!the!station!in!Kirkhof!that!began!in!fall!semester.!The!station!hopes!it!will!be!able!to!promote!all!the!talent!and!skills!that!the!students!who!develop!and!produce!the!shows!possess.!!

!

!!!For!more!information,!contact!the!Grand!Valley!Television!station!at!grandvalleytv@gvsu.edu,!(616)!331A!GVTV!(4888).!!

Sources:!Jamie!Bartkowicz,[email protected],!(586)!725A0903!!

!!!!!!!!!!!!!!!!!Mike!Rapin,[email protected]!

!

!

GendG'

About!Grand!Valley!Television!This!studentArun!organization!airs!on!Grand!Valley’s!cable!channel!10!and!features!students!acting!and!producing!in!a!variety!of!television!shows.!The!station!additionally!airs!shows!online!on!YouTube,!Twitter,!and!Facebook.!The!GVTV!station!is!located!in!room!0005!of!Kirkhof!Center!in!Allendale,!Michigan.!The!public!can!learn!more!about!the!station!by!attending!one!of!their!public!meetings!held!Wednesdays!at!9:15!p.m.!in!Lake!Ontario!Hall,!room!174.!!

! ! ! !!



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! 67!

! !

! ! ! !!



!!B

last from the

past: This is G

VTV’s broadcasting station when it began 50 years ago. The channel has been educating and entertaining students ever since!

The G

VTV Staff

Station Manager &

President: Mike Rapin

Program M

anager & Vice President: Rene Rodriguez

Resource Manager: Jeff Perry

Financial Manager: Eric Brefka

Technical Director: Tim

Lieber Station Publicity M

anager: Jamie Bartkowicz!

A Special Thanks to: To Len O

’Kelly, our station’s Faculty Advisor who coordinates and instructs us to m

ake great television. To the events services center here at G

rand Valley for allowing us to put on this show tonight. And to all of our supporting fans who cam

e out to watch our live show!

Grand Valley Television

(616) 331- GVTV (4888)

grandvalleytv@gm

ail.com

www.gvsu.edu/gvtv

Gra

nd V

alley N

ight L

ive

1110 Kirkhof Center 10:00 p.m

. on Friday, October 12, 2013

Grand Valley Television Presents:

!!!!!

! 69!

!!!

!!

!

Grand Valley Night Live M

eet the Stars and Crew M

att42dr Live at 8:00 p.m.

Starring Duncan McCargar as M

att, a introverted student who decides to shed his shy ways and display his life on a video blog. Supporting cast includes: Colin Beerens as Ryan Brian M

urray as Simon Brynhild W

eihi as Jude Brianna Shahly as Natalie

The Laker Late Show Live at 9:00 p.m.

This hilariously entertaining talk show stars Kevin M

cDaniel and Zaven Mouradian as they host Grand

Valley’s most popular and entertaining students and visitors. Tonight’s show will feature Louie the Laker as he talks about fans, sports, and the life of a mascot. Produced by: Stephanie Choriatis Zaven M

ouradian

Randomish! Live at 10:00 p.m

. This spoof on Saturday Night Live is the program of the night to see! Featuring 4-5 comedy skits featuring actors and students at Grand Valley. Produced by: Zander Riggs

Meet part of the GVTV

executive board including (from left to right): M

ike Rapin, Rene Rodriguez, Jeff Perry, Eric Brefka, Jamie Bartkowicz, and Bobby Nielson

The GVTV crew at Campus Life 2.0, the names are as follows (from left to right): Steph Choriatis, Cody Gottschalk, Ben Perry, Jamie Bartkowicz, and Christina Choriatis.

A sneak peek into the studio during the making of one of GVTV’s shows, Late Night with Zaven

Mouradian.

! ! ! !!



!Introduction*!

In!order!to!accurately!measure!the!success!of!Grand!Valley!Television’s!

presence!on!campus,!evaluation!must!be!performed!on!all!of!the!objectives!for!the!

public!relations!campaign.!Measurement!is!an!important!factor!before,!during,!and!

after!the!campaign.!For!this!specific!purpose,!these!evaluative!measures!should!be!

implemented!towards!the!end!of!the!campaign!in!order!to!measure!overall!

effectiveness!of!the!various!strategies!and!practices!proposed.!In!doing!so,!Grand!

Valley!Television!can!use!the!results!to!distinguish!what!actions!did,!or!did!not,!

work!in!reaching!the!campaign!objectives.!

!

Evaluation*of*Objective*1**

Raise!awareness!of!the!station!throughout!the!entire!Grand!Valley!State!

University!student!body!by!20%,!to!reach!78%!awareness,!by!March!2014.!

!

! !To!measure!the!success!of!this!objective,!an!online!poll!should!be!

administered!in!March!2014;!towards!the!end!of!the!campaign!actions.!The!poll!

should!require!basic!information!about!the!awareness!students!have!about!the!

station!as!well!as!the!knowledge!they!have!on!how!to!access!the!student!

organization’s!service.!!This!survey!can!be!administered!on!GVTV’s!website!and!

!!!!!

! 71!

social!networking!sites!in!order!to!have!respondents!who!are!honest!and!

intrinsically!motivated!to!respond.!PreAcampaign!research!shows!that!only!58%!of!

students!at!Grand!Valley!know!about!GVTV!and!only!43%!know!how!to!access!it.!

With!this!evaluative!measure,!GVTV!will!be!able!to!recognize!how!the!campaign!

strategies!worked!to!better!the!familiarity!that!all!Grand!Valley!students!have!with!

the!station.!

!

Evaluation*of*Objective*2*

Improve!the!Grand!Valley!Television!positive!attitudinal!disposition!of!the!

student!body!by!50%!by!March!2014.!

!

! A!general!analysis!of!how!students!view!and!perceive!GVTV!can!be!acquired!

through!surveying.!Administering!a!survey!to!students!who!follow!the!organization!

through!the!Internet,!and!specifically!on!social!media,!about!their!opinions!and!

criticism!on!the!station!can!greatly!show!the!general!image!of!GVTV!within!the!

Grand!Valley!student!body.!This!evaluative!measure!should!also!be!performed!

towards!the!end!of!the!campaign!as!well!as!consistently!throughout!the!duration.!By!

surveying!students!throughout!the!campaign!as!well!as!when!it!comes!to!a!close,!the!

responses!should!allow!the!station!to!illustrate!how!the!perception!of!the!station!

has!changed!throughout!the!public!relations!actions.!Plus,!by!having!this!evaluative!

measure!at!the!end!of!the!campaign!allows!for!the!data!collected!throughout!to!have!

a!comparative!measure!to!base!the!success!of!the!objective!upon.!

! ! ! !!



*

Evaluation*of*Objective*3*

Increase!station!viewership!from!the!student!body,!both!undergraduate!and!

alumni,!by!40%!by!March!2014.!

!

! The!evaluative!measure!for!this!objective!should!yield!simple!yet!important!

information!about!the!success!of!the!campaign.!By!providing!the!station’s!programs!

online,!one!can!measure!the!viewership!through!video!viewing!counts!provided!by!

the!YouTube!channel!provider.!This!viewership!count!should!be!measured!before!as!

well!as!after!the!campaign!in!order!to!estimate!precisely!how!much!online!

viewership!has!increased.!Cable!viewership,!undoubtedly,!will!increase!simply!

because!the!tactics!illicit!that!the!cable!airings!of!the!station!be!run!regularly!

throughout!Grand!Valley’s!campus.!Nonetheless,!cable!viewership!will!be!harder!to!

appropriately!measure.!For!this!reason,!additionally!polling!should!be!run!towards!

to!end!of!the!campaign!in!order!to!evaluate!whether!more!students!began!watching!

GVTV!on!the!Grand!Valley!cable!network.!

!

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!!!!!!Front!Page!Cover!Graphic!Terry'entertainment'inc.![Photograph].!(n.d.).!Retrieved!from!http://www.terryentertainment.com/wpAcontent/uploads/2011/02/!

VideographyStudio_Medium.jpg!

!

Back!Page!Cover!Graphic![Grand!Valley!State!University's!Kirkhof!Center].!(n.d.).!Retrieved!from!

http://www.gvsu.edu/cms3/!assets/8D75A61EA920BAA470!A

F74EFFF5D49C6AC0/images/adaleAcampusAfallA2010_07.jpg!

!Banner!Graphic!Woodward'video'production![Photograph].!(n.d.).!Retrieved!from!http://woodwardvideo.com/storage/iStock_000015336905Medium.jpg!

?__SQUARESPACE_CACHEVERSION=1335711973223!!

!!GVTV!Logo!Grand'Valley'television![Photograph].!(n.d.).!Retrieved!from!http://www.gvsu.edu/gvnow/files/photos/BD99AC54ABFDE!A28C4A

96791070AB945167.png!

!

Lights. Camera. Educate: A Public Relations Initiative for Grand Valley

Television

Created!by!Julia!Bradley!CAP!220:!Foundations!of!Pubic!Relations!

Winter!Semester,!2013!

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public relations planbook: grand valley television

Marketing