Blessing_RevolutionCommunicationPlanbook

PLANBOOK

An Awareness Campaign

Prepared for: The Campus Cupboard 121 N. George St. Millersville, PA 17551

Sabrina Hawke, Account Executive(610) - 731-6252 | [email protected]

Julie Florek, Assistant Account ExecutiveAllison Walker, Research Director

Janelle Laudermilch, Media PlannerAlexandra N. Blessing, Creative Director

Ben Rose, Copy Director

Dr. Jennifer F. Wood, Faculty SupervisorCOMM 452: Public Relations Campaigns Spring [email protected]

May 6, 2016

Ed Weber Director of The HUB and Campus Cupboard 121 N George St. Millersville, PA 17551 Dear Ed Weber, On behalf of Revolution Communication, a Millersville University Campaigns Course Student-Run Agency, I am transmitting a planbook for an awareness campaign titled “Take A Look Inside: Campus Cupboard, The HUB, A-Frame”. Dr. Jennifer Wood was the faculty member overseeing this Spring 2016 project. This campaign began on April 3, 2016 with our trial run of a 1-day food drive at John Herr’s Village Market, and it will run through May 2017. After many meetings with both you and our team as a whole, we believe it would be best to run this campaign through an academic year with trial events and planning starting in the Spring 2016 semester. We have recommended hosting multiple events throughout the 2016-12017 academic year. Coupled with the events, our team also has created new promotional materials such as flyers, a brochure, a business card, yard signs and a banner. These things together will help raise awareness for the services Campus Cupboard has to offer as well as its need for sustained donations from various members and businesses in the community. Finally, I would like to thank you for the opportunity to run a public relations campaign for your organization. We have all learned so much from this and it helped us develop professional skills we will each need after graduation. Sincerely, Sabrina Hawke Account Executive [email protected] (610) 731-6252

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Millersville University of Pennsylvania, 153 Hash Hall, Millersville, PA 17551 Faculty Supervisor: Dr. Jennifer F. Wood, Associate Professor (717) – 871 – 7291

May6,2016

EdWeber

DirectorofTheHUBandCampusCupboard

121NGeorgeSt

Millersville,45PA17551

DearMr.EdWeber,

OnbehalfofRevolutionCommunication,aMillersvilleUniversityCampaignsCourseStudent-Run

Agency,Iamtransmittingaplanbookforyourawarenesscampaigntitled“TakeALookInside:Campus

Cupboard,TheHUB,A-Frame”.Dr.JenniferWoodwasthefacultymemberoverseeingthisSpring2016

project.

ThiscampaignbeganonApril3,2016withourtrialrunofa1-dayfooddriveatJohnHerr’sVillage

Market,anditwillrunthroughMay2017.Aftermanymeetingswithbothyouandourteamasawhole,

webelieveitwouldbebesttorunthiscampaignthroughanacademicyearwithtrialeventsand

planningstartingintheSpring2016semester.

Wehavelaidoutacalendarofeventsforthe2016-2017academicyearincludingproposedeventsas

wellasalreadyoccurringevents.Coupledwiththeevents,ourteamhasalsocreatednewpromotional

materialssuchasflyers,abrochure,abusinesscard,yardsignsandabanner.Thesethingstogetherwill

helpraiseawarenessfortheservicesCampusCupboardhastoofferaswellasitsneedforsustained

donationsfromvariousmembersandbusinessinthecommunity.

Finally,Iwouldliketothankyoufortheopportunitytorunapublicrelationscampaignforyour

organization.Wehavealllearnedsomuchfromthisandithelpedusdevelopprofessionalskillswewill

eachneedaftergraduation.

Sincerely,

SabrinaHawke

AccountExecutive

[email protected]

(610)731-6252





May 6, 2016

Ed Weber Director of The HUB and Campus Cupboard 121 N George St Millersville,45 PA 17551 Dear Mr. Ed Weber, On behalf of Revolution Communication, a Millersville University Campaigns Course Student-Run Agency, I am transmitting a planbook for your awareness campaign titled “Take A Look Inside: Campus Cupboard, The HUB, A-Frame”. Dr. Jennifer Wood was the faculty member overseeing this Spring 2016 project. This campaign began on April 3, 2016 with our trial run of a 1-day food drive at John Herr’s Village Market, and it will run through May 2017. After many meetings with both you and our team as a whole, we believe it would be best to run this campaign through an academic year with trial events and planning starting in the Spring 2016 semester. We have laid out a calendar of events for the 2016-2017 academic year including proposed events as well as already occurring events. Coupled with the events, our team has also created new promotional materials such as flyers, a brochure, a business card, yard signs and a banner. These things together will help raise awareness for the services Campus Cupboard has to offer as well as its need for sustained donations from various members and business in the community. Finally, I would like to thank you for the opportunity to run a public relations campaign for your organization. We have all learned so much from this and it helped us develop professional skills we will each need after graduation. Sincerely, Sabrina Hawke Account Executive [email protected] (610) 731-6252

Campus Cupboard | Take A Look Inside | Executive Summary

Executive Summary

Introduction The Campus Cupboard is a food pantry located in Millersville PA. It is open to the students at Millersville University and gives those who can't afford to eat every week and place to go and get groceries on a weekly basis. Ed Weber is the director of The Campus Cupboard and runs it along with his student staff and volunteers. The organization was established three years ago and has made an impact on the University but now have opportunity to grow. Despite the impact the Campus Cupboard has had on the community, there is still a lack of awareness of what they Campus Cupboard can do for the students. Background The Campus Cupboard is a food pantry open to students at Millersville University. It is located at The HUB in the bottom of the A-Frame church on George Street in Millersville PA. The Campus Cupboard has been around since 2012 and its mission is to “Make Sure Every Student Has Enough to Eat”. The Campus Cupboard allows students to come once a week to ‘shop’ and get enough food to live on for that week free of charge. They carry products from milk and eggs to cereal and pasta. To be eligible to receive food from The Campus Cupboard you must complete a TEFAP eligibility form, be Millersville University student and have an annual income of less than $ 17,655. Preliminary Identification of the Publics In order to keep the Campus Cupboard running it takes many different people, from running the facility to getting donations. There is a large internal and external audience for the organization. The internal audiences are the individuals that work inside the Campus Cupboard. These individuals include the future intern, the student workers, Ed Weber and volunteers. The external audiences are those individuals and organizations outside of the Campus Cupboard. These individuals include the faculty, students, Lancaster County community, future clients, current clients, and alumni. Situational Analysis The Campus Cupboard is trying to raise awareness of all students in the Millersville University Community. Their goal is for all students to be not only aware that the Campus Cupboard exists, but to also know how to go about accessing the food they need. Most Millersville University students do not know that there is help within the community for food insecurity, and the Campus Cupboard wants to change that.

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Executive Summary

Real State Analysis The Campus Cupboard has limited awareness from the Millersville University community. The Campus Cupboard wants to raise awareness with not only the students, but also the potential donors in the area. The Campus Cupboard has only ever used secondary research to determine the status of food insecurity on college campuses and have never surveyed the Millersville Community itself. Ideal State Analysis The Campus Cupboards main goal is to raise awareness in the community on how to support the Cupboard. The support gained will then support their fellow students. Another goal that the Campus Cupboard has is to set up sustainable donations through the public and larger businesses throughout Lancaster County, as well as raising awareness among students of the services that the Campus Cupboard has to offer. The Campus Cupboard will obtain a few viable internship paths through the Millersville University Experiential Learning and Career Management (ELCM). SWOT Results The Campus Cupboard has been around for three years and in that time has gained some strengths such as holding weekly events at their facility and creating awareness throughout the community. But like any organization they have some weaknesses that can be improved on, such as not enough advertising around the community and campus and no strong social media usage. With strengths also comes opportunities, for example: creating more involvement with the university, creating and maintaining all different forms of social media and using them to their advantage and start building relationships with sustainable donors. Any organization that is around has threats as well. For the Campus Cupboard those would be the surrounding community and students not knowing about the services that they offer and the surrounding community not knowing enough of the food insecurities on college campuses. Force Field Analysis The Force Field Analysis determines the restraining and driving forces useful for making decisions within an organization. It will assist Campus Cupboard in the decision making process by analyzing the forces for and against the change, and help Revolution communicate the reasoning behind the tactics and strategies developed for the proposed campaign. There are two purposes for a force field analysis, to decide to whether to go ahead with the change; and to increase your chances of success, by strengthening the forces supporting change and weakening those against it.

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Executive Summary

Problem Statement The Campus Cupboard is currently working on gaining more awareness from the Millersville University Community. The Campus Cupboard wants to raise awareness with not only the students, but the potential donors in the area. It has only ever used secondary research to determine the status of food insecurity on college campuses and has never surveyed the Millersville Community itself. Research Results Summary The research team surveyed students and staff at Millersville University. Results found that while students do not have adequate knowledge of what the Campus Cupboard is or the services that it provides. However, the results helped determine that the willingness to donate is present from the faculty and staff of Millersville University. The research successfully answered all of the team’s research questions. Theoretical Framework This campaign will be based on the Relationship Management Theory, which states that public relations balances the interest of organizations and their publics through the balance of public affairs, community relations, issue management, crisis management, and media relations. Using this theory will help the Campus Cupboard raise awareness within the community and provide a continuous level of engagement between the Campus Cupboard and its publics. Campaign Goal The overall goal for this campaign is to increase awareness of the Campus Cupboard. We want more students on campus to not only know what the Campus Cupboard is but we also want to see an increase in the amount of people who use their services on a weekly basis. Another goal for this campaign is to increase the amount of donations it receives. To do this, we need to increase awareness of the Campus Cupboard not only on Millersville University's campus but also within the surrounding community.

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Executive Summary

Campaign Objectives Objective 1:

• To Increase the Campus Cupboards identity separate from the HUB through the materials of a calendar of events and a brochure by 20 percent.

Objective 2:

• To work with ELCM office to obtain two interns by August 29, 2017. Objective 3:

• To get donations from local members of the community by 10 percent. Objective 4:

• To increase the awareness of Campus Cupboard services by 30 percent with measurable ROI. Message The Campus Cupboards key message for this campaign is “Take A Look Inside: Campus Cupboard, the HUB, A-Frame”. This message is going show students that inside the A-Frame church it is not just a church but also The Campus Cupboard and The HUB. It is also going to be tailored to administration to “Take A Look Inside” their information packets about what The Campus Cupboard is and how they can help. It is also geared to donors asking them to “Take A Look Inside” their hearts and cabinets to donate to the Campus Cupboard. Message Strategies Message strategies shape the overall direction of the campaign. A strong message strategy will define the overall purpose of this campaign through the implementation of promotional materials, event planning and interpersonal communication.

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Executive Summary

Tactics To accomplish all of our goals we created a variety of different tactics. Our tactics for students are a 1 Superfest event, internship through the ELCM office, adding the Campus Cupboard to an orientation presentation and adding The Campus Cupboard to the university tour. Our tactics for donors are a 1-day food drive and an information packet for faculty at Millersville University. Our promotional tactics include a promotional video, new flyer, banner, letterhead and business card, an article in the Snapper about The Campus Cupboard and social media sites (Facebook, Instagram, Twitter). Budget Summary The total budget for this campaign is $590.67. This money will go to all new promotional materials: Business cards, flyers, lawn signs, a banner and brochures. The Superfest event budget is $1,000 but that is being covered by Millersville University Activities Board (UAB). Timetable This campaign will be running from April 2016 till May 2017. We kicked off the campaign with a 1-day food drive at John Herr’s Village Market and it will continue with social media implementations, Superfest events, French Toast Fridays and the distribution of all the new promotional materials. Evaluation In order to evaluate the success of each goal in our campaign we must judge how closely we have reached them. We expect our target audiences to have a greater awareness of donation opportunities and general awareness of Campus Cupboard as an organization and the benefits it offers students. Statement of Benefits The Campus Cupboard is a food pantry that allows Millersville University students who can't afford to eat each week come and get groceries. They have been working on increasing awareness to their services and this campaign does just that. This campaign uses different strategies and tactics to reach each goal and if followed The Campus Cupboard will see an increase in awareness, usage and donations.

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Campus Cupboard | Take A Look Inside | Table of Contents

Table of Contents

Research Introduction ·························································································· 1 Background ·························································································· 3 Preliminary Identification of Publics ···················································· 5 Situational Analysis ·············································································· 6 Problem Statement ··············································································· 11 Research ······························································································· 12 Theoretical Framework ········································································· 18

Action Goals ····································································································· 20 Objectives ····························································································· 21 Message ································································································ 22

Communication Strategies ······························································································ 24 Tactics ··································································································· 25

Evaluation Output Evaluations ··············································································· 32 Outcome Evaluations ············································································ 33 Statement of Benefits ··········································································· 35

Appendices Agency Materials

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Research

Introduction This section introduces the client, its staff, mission, values, immediate goals, and previous public relations efforts.

The Client The Campus Cupboard is a free student food pantry that was established in 2012. The Campus Cupboard strives to meet the needs of students suffering with food insecurity and supplies food to about 50 students a week. It began a partnership with Millersville University, local churches, and the Central PA FoodBank to meet these needs. Current Problem Statement The Campus Cupboard is striving to raise awareness of the organization within the Millersville University Community. Campus Cupboard is striving to raise awareness not only within the university but the community surrounding it as well. If awareness can be raised, food insecurity on campus can be lowered dramatically. With the lowered food insecurity, students will be able to focus and succeed in their classes. The Campus Cupboard currently has more food than it does students thus leading to the belief that there is as severe lack of awareness. Mission “Making Sure Every Student Has Enough to Eat.” Values The Campus Cupboard values serving Millersville University students and assuring that they have enough food to eat on a regular basis without putting themselves in a financially detrimental situation. Immediate Goals The immediate goals of Campus Cupboard are to increase the level of awareness of their services throughout Millersville University and its surrounding communities; increase the number of student customers and the donations received; to initiate a strong presence on social media in order to connect with their external publics, and to start an internship program through the ELCM in order to have management over the social media accounts and other management aspects of the organization.

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Introduction This section introduces the client, its staff, mission, values, immediate goals, and previous public relations efforts.

Current Staff The current staff that runs the Campus Cupboard is made up of:

Ed Weber, Director Ny’Aisha Nalley, Cafe Manager Intern

In addition to these people, they are accompanied by 10 work study student staff members, a café manager intern, and 5 volunteers. Past Public Relations Efforts Ed Weber, Campus Cupboard’s Director recognized the need to reach out the Millersville University and its surrounding communities through the use of social media. The Campus Cupboard have an informational website regarding the organization and what it does. A volunteer created a Facebook page to try to reach out to new student customers and other publics within the community. In addition to the website and Facebook page, the Campus Cupboard also did two interviews with Lancaster Online and local news station, WGAL in efforts to reach their goal of expanding their level of awareness within the community. Need for Public Relations Efforts The Campus Cupboard wishes to expand the level of awareness of the organization throughout Millersville University and its surrounding communities. Currently, the Campus Cupboard is relying on word-of-mouth communication through its student shoppers and on their Facebook page to raise awareness and bring in more shoppers. The campaign utilizes three social media platforms - Facebook, Twitter, and Instagram. The campaign will distribute new informational and promotional materials for the organization such as brochures and business cards. In addition to these endeavors, the campaign will also implement the inclusion of information about the Campus Cupboard through the Millersville SHARP Team tours for prospective students and a slide in the Life at the Ville presentation during orientation for new students. Lastly, the campaign will establish two student internships to help maintain and manage public relation efforts for Campus Cupboard.

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Background This section details how the organization how the organization history and how publics are established, built and maintained.

Organization The Campus Cupboard

History The Campus Cupboard is located in Millersville, PA, the Campus Cupboard was established in 2012. The Campus Cupboard is located at the HUB in the lower part of the A-frame church on N. George Street in Millersville. Director Ed Weber began to realize that some Millersville University students did not have enough food or money to buy food. Some were going without 1-2 meals a week, while a handful was going without food for 1-2 days a week. To meet the need, the Campus Cupboard was established and began a partnership with Millersville University, local churches, and the Central PA Food Bank to open a free student food market.

Services Offered The Campus Cupboard offers free and nutritional food for Millersville students who don’t have access to food or do not have enough money to buy an adequate amount of groceries. The hours of the Campus Cupboard vary by semester. The Campus Cupboard holds various events such as French Toast Friday.

Funding Background Campus Cupboard receives funding in two ways. Most of the funding they receive comes in the form of food donations, through monetary donations are accepted as well. The majority of the donations come from local churches, local businesses, and the Central PA Food Bank.

Communication Channels in Use The Campus Cupboard has a website for the organization as well as business cards, lawn signs, and a banner that are used to communicate the organization to the public.

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Background This section details how the organization how the organization history and how publics are established, built and maintained. Influencing Factors

Societal

• The Campus Cupboard offers many positive societal influencing factors to the

community. They offer services to college students who have the responsibility of paying for the education that they receive. Many students struggle financially and find themselves skipping meals or unable to afford groceries on a regular basis. By offering free groceries to students who qualify, this alleviates the overall rate of food insecurity within the community. Though the Campus Cupboard is a great resource for students to use, within society many people see using a food pantry or getting assistance with putting food on the table as embarrassing or shameful. In an affluent society, people don’t want to have to seek food charity. So, they only do it when they are absolutely desperate.

Technological

• The technology of food processing has a significant negative impact on food banks

being able to supply nutritious foods. High-calorie, low-nutrition foods tend to be relatively cheaper than fresh produce, and often are the majority of the food items that can be found at food banks such as the Campus Cupboard. Due to the cheapness and dominance of processed foods in today's society, it is typical that distributors and donors of food banks are often donating bulk amounts of processed food. Though, the Campus Cupboard receives a large amount of processed foods, they also have a consistent supply of fresh milk, eggs, and bread.

Economic

• The Campus Cupboard economically benefits all of its student shoppers by providing them with free groceries. Student shoppers can then save their money that they would have spent on food and use it for other financial responsibilities. Some negative effects of food pantries such as the Campus Cupboard are that they can create a dependency on receiving free food. This dependency can inhibit the recipients from moving beyond using the food bank and getting out of their financial situation.

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The Client The Campus Cupboard is a free student food pantry that was established in 2012. Campus Cupboard strives to meet the needs of students suffering with food insecurity and supplies food to about 50 students a week. They began a partnership with Millersville University, local churches, and the Central PA FoodBank to meet these needs.

Current Problem Statement The Campus Cupboard is looking to raise awareness of the organization within the Millersville University Community. Campus Cupboard is looking to raise awareness not only within the university but the community surrounding it as well. If awareness can be raised, food insecurity on campus can be lowered dramatically. With the lowered food insecurity, students will be able to focus and succeed in their classes.

Mission “Making Sure Every Student Has Enough to Eat.”

Values The Campus Cupboard values serving Millersville University students and assuring that they have enough food to eat on a regular basis without putting themselves in a financially detrimental situation.

Immediate Goals The immediate goals of Campus Cupboard are to increase the level of awareness of their services throughout Millersville University and its surrounding communities; increase the number of student customers and the donations received; to initiate a strong presence on social media in order to connect with their external publics, and to start an internship program through the ELCM in order to have management over the social media accounts and other management aspects of the organization.

Current Staff The current staff that runs the Campus Cupboard are made up of:

Ed Weber, Director

Ny’Aisha Nalley, Cafe Manager Intern

In addition to these employees, they are accompanied by 10 work study student staff members and 5 volunteers.

Preliminary Identification of Publics This section details the publics on whom the organization’s successes and failures depend. Internal Publics

Internal publics are those who are employed by the organization.

• Students in the Millersville University community who currently volunteer their time at the Campus Cupboard.

• Students who frequently attend Campus Cupboard events • Campus Cupboard Management • Current Intern

External Publics External publics are those people and organizations outside of the company that are doing business with an agency.

• Members of the community and businesses who donate to the Campus Cupboard. • Students within the Millersville University Community. • Millersville University professors and support staff. • Other food pantries in the area.

Primary Publics

• Donors • Students who currently use their services

See Appendix A for a diagram of the Publics Wheel

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Situational Analysis This section includes secondary research about the issues of food insecurity on college campuses as well as food banks in and around Lancaster County. It also includes the real state and ideal state analysis which are (a) where Campus Cupboard is currently and (b) where Campus Cupboard would like to be at the end of the campaign. It also includes SWOT and Force Field analyses.

Competitors Though there are other food banks within the area and the surrounding communities of Millersville, The Campus Cupboard is unique in the way that it is the only food pantry that caters to college students only. One of the competitors of the Campus Cupboard are the Jean Polite Food Bank in Lancaster. The Jean Polite Food Bank provides free food to anyone living within the Lancaster county community. They offer a 3-day supply of groceries each week to their customers. The San Juan Bautista Food Pantry is located in Lancaster city and provides emergency food assistance to anyone in need. Individuals can have access to this food pantry once every four months free of charge. The Alpha and Omega Community Center Food Bank of Lancaster is a program designed to assist families who are going through financial struggles. The person representing the family must present photo ID and live within the Lancaster area. When a person first requests food, they must fill out a form to specify their need, or that they are within the C.A.P. Guidelines (Financially needy to receive food). Lancaster County Council of Churches provides a free food pantry through the Food Hub. They provide fresh and healthy food to over 100 families on a daily basis. Just as the Campus Cupboard does, the Food Hub is in collaboration with the Central PA FoodBank and receives donations. Individuals must qualify for food assistance based upon income. Both the Jean Polite Food Bank and San Juan Food Pantry are strong competitors amongst the Campus Cupboard because they offer free food assistance to anyone, rather than to just students or families.

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Issues Facing the Client The Campus Cupboard is facing the issues of limited of awareness among Millersville University students and its surrounding communities. Most Millersville University students do not know that there is help within the community for food insecurity, and the Campus Cupboard wants to change that. The Campus Cupboard is also struggling with its social media and website. It currently has Facebook, but is not very active on it. It is seeking to create an internship opportunity through the university for students to take over the manager role within the Cupboard. The manager role would also help arrange food donations from the public and manage the social media accounts. Previous Research or Practices of the Client Ed Weber, Campus Cupboards director, had used previous research regarding national food insecurity rates. The research and information comes from www.higheredtoday.org. “Feeding America, a national nonprofit network of food banks that provides food assistance to 46.5 million individuals and 15.5 million households, estimates that nearly half (49.3 percent) of its clients in college must choose between educational expenses (i.e., tuition, books and supplies, rent) and food annually, and that 21 percent did so for a full 12 months.” This research suggests that due to the increasing cost of education that many college students are unable to or struggle when it comes to buying nutritious groceries. This information prompted the establishment of the Campus Cupboard after realizing the immediate need for a student free food pantry. (Feeding America, Hunger in America 2014, National Report. August 2014.) Expert Interview After meeting with the Campus Cupboard’s manager, Ed Weber, it is apparent that the biggest problem that the cupboard faces is the lack of awareness within the local community and among potential clients and donors. The Campus Cupboard does not have an updated or regularly maintained form of social media. There is also an interest within the Campus Cupboard in hiring two interns to help manage social media accounts and to help manage the relationship and image of the Campus Cupboard within the community, and ultimately increase the level of awareness of the organization.


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SWOT Analysis A SWOT Analysis is a breakdown of the organization's strengths, weaknesses, opportunities and threats. In the three years that The Campus Cupboard has been around it has pin pointed its strengths. It has gotten exposure and created events that students enjoy going to. It has people who use its services every week and a group of student workers. Besides the services that the Campus Cupboard provides, it has some events that attract students to its facility such as French Toast Fridays and free lunch on Tuesdays, as well as sometimes having barbeques when the weather is nice on Fridays. The organization has also been able to create awareness by getting an article written about it on Lancaster Online and a story on WGAL (the local news station). These stories have gotten the name out in the community and up the amount of donations the organization receives. Any organization has its weak points and currently for the Campus Cupboard its weak spots are not having enough advertising around the community and Millersville University and not having a strong social media presence. The more signage you have around the more people are going to know who you are and what you offer. In todays society, social media is a huge thing; everyone has it and everyone uses it, especially if you want to reach college aged student, social media is a must. You can use it to remind people of upcoming events, your hours or a new item that you have in stock, anything that will get them to look at your page and come in the doors. With strengths and weaknesses always comes opportunities and ways to improve the organization. Some ways to expand on what the organization already has is to have more involvement with Millersville University and create a relationship with the university. It also should work on creating a bigger social media presence, and be looking for sustainable donors. Even though the Campus Cupboard is a separate entity from Millersville University it is still a service for MU students so there needs to be a relationship between the two. Every organization or business has threats against them; these threats only make you work harder to improve what you already have. Some threats for The Campus Cupboard are that the surrounding community and students at Millersville University don’t know about their services. People may know the name “The Campus Cupboard” but have no clue what they do and that’s not going to do you any good. You want people to know who you are and what you provide for the community. Another threat is that people don’t know about the food insecurity problem on college campuses. If people don’t know that there is a need for the service of a food bank on college campuses, then they most likely won’t donate to them because they think it’s not needed.

See Appendix B for SWOT diagram


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Force Field Analysis The Force Field Analysis determines the restraining and driving forces useful for making decisions within an organization. It will assist the Campus Cupboard in the decision making process by analyzing the forces for and against the change, and help Revolution communicate the reasoning behind the tactics and strategies developed for the proposed campaign. There are two purposes for a force field analysis, to decide to whether to go ahead with the change; and to increase your chances of success, by strengthening the forces supporting change and weakening those against it. Restraining Forces

• Within the Campus Cupboard, there are a few forces that restrain them from achieving their goals as an organization. Having a limited awareness among Millersville University students is inhibiting the Campus Cupboard from reaching out to their secondary publics. By just having an organization website, it is excluding the publics that it could be reaching with social media. Creating and utilizing Facebook, Twitter, and Instagram will help increase the amount of people the organization can reach out to. Also, having only 50 students to serve on a weekly basis is restraining it from serving and reaching out to a much larger population of the Millersville University student body. Lastly, the Campus Cupboard is limited in how it is able to manage and function as an organization without having an intern to assist the organization in these areas.

Driving Forces

• The Campus Cupboard has a strong driving force with their relationship that it has with the Central Pennsylvania Food Bank. This relationship enables the Campus Cupboard to receive bulk amounts of highly discounted food donations. Due to the amount of donations received from the Central PA Food Bank, local stores, and donors, this allows the Campus Cupboard to have a steady supply of food, therefore it is able to save money and maintain a good budget. Lastly, the work study staff members and volunteers who work within the Campus Cupboard are a very important driving factor for the organization. These staff members are working to better the Campus Cupboard and help get the message out about the organization by word-of-mouth communication.

See Appendix C for the Force Field Analysis Chart

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Real State Analysis The Campus Cupboard is currently lacking awareness from the Millersville University Community. It has only ever used secondary research to determine the status of food insecurity on college campuses and have never surveyed the Millersville Community itself. The Campus Cupboard wants to raise awareness with not only the students, but the potential donors in the area. Ideal State Analysis The Campus Cupboards main goal is to raise awareness in the community on how to support the Cupboard. The support gained will then support their fellow students. Another goal that the Campus Cupboard has is to set up sustainable donations through the public and larger businesses throughout Lancaster County, as well as raising awareness among students of the services that the Campus Cupboard has to offer. The Campus Cupboard will obtain a few viable internship paths through the Millersville University Experiential Learning and Career Management (ELCM).

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Problem Statement This section explains the problem at hand in depth, including the who, what, where, when, and how of the problem which was developed through background research and the situational analysis.

The Campus Cupboard wants to raise awareness of the organization within the Millersville University Community. Campus Cupboard wants to raise awareness not only within the university but the community surrounding it as well. If awareness can be raised, food insecurity on campus can be lowered dramatically. With the lowered food insecurity, students will be able to focus and succeed in their classes.

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Research This section summarizes the primary research findings linked to Campus Cupboard’s problem statement.

Introduction This study was designed and completed in order to obtain information the current awareness of food insecurity. Revolution Communication’s goal through the research that was completed helped to gain knowledge of the amount of awareness that the Millersville University Community has of the Campus Cupboard. Not only do we want to address the knowledge of the Cupboard itself, but the knowledge of the services that they provide to the community. We want to pass on as much information as possible to Campus Cupboard in order for them to address the concerns that may arise out of the research that will be conducted. Purpose The purpose of this study was to answer three research questions. A survey method was used to gain knowledge of the food insecurity issue on the Millersville University campus.

Secondary Research Food insecurity is on the rise among college students in the United States. Food insecurity is defined by the United States Department of Agriculture as having limited or uncertain access to adequate food to sustain an active, healthy life. In 2012, across the United States, 14.7% of households experienced food insecurity of varying severity (Coleman-Jensen, Nord, & Singh, 2013) . Many college students often have to choose between food or school expenses, such as tuition and books. According to Feeding America, a national nonprofit network of food banks, 49% of its college-aged clients will have to make this tough decision. This struggle is not a one-time decision either, with 21% of Feeding America’s college population having to handle this for 12 months straight (Davis, 2015). Tuition is a great expense and the largest cost associated with higher education, but there are more than just tuition expenses associated with going to college. On average, four-year public colleges invoice in-state students $7,605 per year for tuition and fees and out- of-state students $11,990 (Arnett, 2004). On top of these large expenses for tuition alone, one should also account for room and board. Students who have food insecurities tend to struggle not only physically but academically and socially. This is due to their reduced caloric intake, lack of nutrition and irregular eating patterns (Davis, 2015). The City University of New York estimates that 40% of its 274,000 students have experienced food insecurity and the University of California found that 25% of its 150,000 students across nine campuses have skipped meals for financial reasons. Even Cornell University, an institution in the elite Ivy League cohort, found that 22% of 4,419 surveyed students had skipped meals due to financial constraints “occasionally,” “often,” or “very often” in the past year (Davis, 2015).

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Meldrum and Willows found in their research on food insecurity that the amount of college students’ financial aid allotted for food was less than the current cost for balanced meals from local groceries (Meldrum & Willows, 2006). Even when menus were created for a low budget, the financial aid allotment still typically fell short (Meldrum & Willows, 2006). Campuses where food insecurity is a true issue tend to run food pantries for emergency relief of food insecurity, suggesting there is need within this population. Similar to assessments conducted by researchers on community food banks and pantries, some research has been conducted at campus pantries to assess nutrient quality (Willows & Au, 2006) or user satisfaction (Azurdia, Lecompte, & Sibbald, 2011). In research that was conducted by Lynn A. Hanna from California State University Sacramento, insufficient money was most often indicated as the reason for food insecurity, time for shopping and food preparation was also an important factor. This shows that, in addition to a campus food pantry, students may benefit from additional education on time efficient food preparation, budgeting and shopping skills. Campuses could also partner with local groceries to offer students incentives and convenience for healthy food access (Hanna, 2014). As campuses look for solutions to the food insecurity issues, the number of university food pantries has raised. The numbers went from four in 2008 to 121 today, according to the Michigan State University Student Food Bank, which has advised other campuses on starting them (Bahrampour, 2014). Many students are not aware of the university food banks that are available to them. For this reason, many students tend to try to first apply for the SNAP food stamp program. The main issue stemming from this is that full-time college students generally do not qualify for food stamps unless they are the sole supporters of a child younger than 12, according to Alex Ashbrook, director of D.C. Hunger Solutions (Bahrampour, 2014). Research Questions

• RQ1: What is the level of awareness that the Millersville Community has for the Campus Cupboard?

• RQ2: What do Millersville University students think of when they hear Campus Cupboard? • RQ3: What is the willingness of the surrounding community to donate in the surrounding

community?

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Method For this campaign our agency will survey students on the Millersville University Campus as well as professors and staff within the community. Due to the age range of the participants, there is no need to obtain parental consent from the participants in the study. The student participants will be randomly selected from those in the library and student memorial center on campus on the dates selected. The questionnaire for the students at Millersville University will include multiple choice, open-ended, and Likert-scale questions. The questionnaire for the staff and faculty will include multiple choice and Likert-scale questions. The questionnaire for the businesses will be to obtain information regarding their willingness to potentially donate in the future to the Campus Cupboard. The collection occurred the week of April 1, 2016 Six different members from Revolution Communication will be distributing and collecting the completed surveys from participants. The collection occurred during various times during that week. The on-campus student survey collection occurred in the library, the Student Memorial Center and other areas throughout the campus. The collection used random distribution to select participants. Data analysis will be completed by the research director with assistance of the other team members after the distribution and collection of the questionnaires is complete during the week of April 1, 2016. SPSS will be used during the analysis process to ensure accuracy. A coding guide was predetermined by the research director. This guide was included on the questionnaires to help guide the research director in importing the data. The coding guide will include numbers for the multiple choice and Likert-Scale questions. For the open-ended questions, categories were created based on the responses provided by participants to then be imported into SPSS. With two well-written questionnaires, the study at hand ensures construct validity by only asking the questions needed to complete the research and nothing else. The questionnaire will be split into different categories based on our research questions; making it clear and easy to understand. Not only will the study be measuring the level of awareness in the Millersville Community, it will also be reaching out to the businesses in the community who could be potential donors for Campus Cupboard. This will help ensure that the findings of the research are able to further help Campus Cupboard by assessing what the organization needs to do to make it a stronger and to help it to continue to grow. With this questionnaire, the goal is to gather quantitative data through closed-ended questions. The questionnaire results will mainly vary from ratio and interval data due to the involvement of Likert-scale questions. The institutional review board will assess both of the questionnaires to deem it to be both appropriate and ethical.

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Sample For this campaign the research team surveyed 1000 students on the Millersville University Campus as well as 90 professors and staff at Millersville University. Due to the age range of the participants, there was no need for parental consent to participate in the study. The student and staff participants were randomly selected in the library, student memorial center, and select buildings across the campus. Quantitative Results A study conducted by our faculty supervisor, Dr. Jennifer Wood, looked at the phrases and terms associated with The Campus Cupboard. In the first question, Dr. Wood looked at the phrase “Campus Cupboard” and if students knew what it meant on campus. Out of the 19 students that were surveyed, 57.9% said that they knew what the phrase meant when it is in terms of the campus. The second questions looked at the term “cupboard” and whether or not they knew what the term meant. Out of the 19 students surveyed, 84.2% did not know what the term “cupboard” meant. In the study conducted on Millersville University’s Campus only 45% of the students surveyed knew the location of Campus Cupboard. The percentage of students that responded as recognizing the Campus Cupboards logo was split. 50% of those surveyed recognized the logo, while 50% of those surveyed did not. Most students surveyed (49.5%) lived on-campus at Millersville University 43.2% of students surveyed know of someone who have has to choose between paying for food and paying for school supplies. Students were asked to describe how much they knew about The HUB using a Likert-scale ranging from 1 to 5. 55.2% of students surveys responded to this question with “very little.” In terms of students that have used Campus Cupboard, only 27.3% out of the 1000 students surveyed have used the Campus Cupboard.

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Discussion The first research question that the researchers wanted to look at was the level of awareness that the Millersville Community has for the Campus Cupboard. The research shows that most students are not fully aware or aware at all for what the Campus Cupboard is and the services that they provide. The research that was conducted by Dr. Jennifer Wood showed that most of the students do not know what “cupboard” associates with. In the research that was conducted among the staff and professors at Millersville University over half of those surveyed were unsure of the Campus Cupboard. The second research question that we wanted to answer was what students at the university think of when they think of when they hear the phrase “campus cupboard”. In Dr. Jennifer Wood’s research this was studied. In her findings, it showed that while most students are aware of what the campus cupboard is, they do not know what the word “cupboard” means. In our third research question, the researchers wanted to look at the communities’ willingness to donate. In the research conducted among the staff and professors of the university the researchers found that almost all of the participants surveyed are willing to donate in some aspect (money, food, or other). Of those willing to donate, most are willing to donate between once every three months and once per year.

The second survey that the research team conducted was a survey of 10% (n=90) of the faculty and staff at Millersville University. The research team wanted to gauge not only the awareness but the willingness to donate within the staff. Out of 90 faculty and staff surveyed, 77.3% are aware of the food insecurity problems on college campuses. A positive correlation was found between those who were aware of the food insecurity issues on college campuses and those who were aware of the Campus Cupboard and what they do. 91.3% (n=90) of all those surveyed said that they were able to donate, with 31.8% (n=90) percent of those saying they would be willing to donate once per year. 59.1% (n=90) of those were willing to donate food, with the remaining participants willing to donate money.

16

See Appendix H-R for all quantitative results


Research Summary Student Questionnaire Summary

17


Faculty Questionnaire Summary

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Limitations and Future Research As with every study, there are numerous limitations that could occur that may hinder the research. The first limitation is outreach; the survey needs to reach out to the correct people both on the Millersville University Campus and in the surrounding community. The goal is to get information from various types of people that stretch from students who currently utilize the Campus Cupboard to those who have never heard of the organization in the past. The second limitation is interest; some people we approach may simply just not have interest in the Campus Cupboard and what they do. A research study such as this opens many doors to future researchers. Future studies could go in many different directions. Researchers should keep the focus on how nonprofits could increase communication with the public, as this seems to be an issue that many nonprofits face. That being said, researchers could focus more on the social media aspect or they could turn to face-to-face communication with the public, such as going out to various events promoting themselves in order to raise awareness.

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Theoretical Framework This section identifies the theories that are used in this campaign, including the name of the theory, its description and origin and how this theory is applied to the campaign.

The theory of relationship management is defined by Ledingham (2003) as how effectively managing organizational-public relationships around common interests and shared goals, over time results in mutual understanding and benefit for interacting organizations and publics. Within that theory is a subtheory, posited as a theory of loyalty which states “organizational involvement in and support of the community in which it operates can engender loyalty to an organization and its key publics when that involvement/support is known by key publics.” Application The mission was to strengthen awareness of Campus Cupboard within the campus community. The theory of relationship management is applied through increased participation from donors and increased awareness among students. One of the many facets of the theory emphasizes the positive impact of mutually beneficial relationships, which is integral to Revolution’s commitment to Campus Cupboard. Ledingham, J. A. (2003). Explicating Relationship Management as a General Theory of Public Relations. Journal Of Public Relations Research

20

In this section...

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Take A Look Inside Ř��COMM 452 Ř Dr. Jennifer F. Wood Ř Spring 2016 Ř Action

Action

Campus Cupboard | Take A Look Inside | Action

Goals This section outlines our goals for the campaign time period.

Summary The overall goal for this awareness campaign is to initiate campus and community wide awareness of the Campus Cupboard and its services through the use of social media, monthly food drives, new promotional materials, and the implementation of including information about the organization in the campus tours for prospective students. Goal 1 To increase an identifiable effective awareness of the Campus Cupboard separate from the HUB by May 12, 2017. Goal 2 To design a fall and spring internship program for Campus Cupboard by August 29, 2016. Goal 3 To increase awareness of Campus Cupboard donation opportunities by 10 percent by May 12, 2017. Goal 4 To increase awareness of Campus Cupboard services by 30 percent using a social media campaign and promotional materials May 12, 2017.

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Summary The objectives toward the execution of this awareness campaign are outlined to establish and maintain awareness and to build a relationship with Millersville University through the start of an internship program and by including information about the Campus Cupboard in the campus tours for prospective students.

Objective 1:

• To increase the Campus Cupboards identity separate from the HUB through the materials of a calendar of events and a brochure by 20 percent.

Objective 2:

• To work with ELCM office to obtain two interns by August 29, 2017. Objective 3:

• To get donations from local members of the community by 10 percent. Objective 4:

• To Increase the awareness of Campus Cupboard services by 30 percent with measurable ROI


Objectives This section explains more specifically explains how we are going to achieve our goals.

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The Client The Campus Cupboard is a free student food pantry that was established in 2012. Campus Cupboard strives to meet the needs of students suffering with food insecurity and supplies food to about 50 students a week. They began a partnership with Millersville University, local churches, and the Central PA FoodBank to meet these needs.

Current Problem Statement The Campus Cupboard is looking to raise awareness of the organization within the Millersville University Community. Campus Cupboard is looking to raise awareness not only within the university but the community surrounding it as well. If awareness can be raised, food insecurity on campus can be lowered dramatically. With the lowered food insecurity, students will be able to focus and succeed in their classes.

Mission “Making Sure Every Student Has Enough to Eat.”

Values The Campus Cupboard values serving Millersville University students and assuring that they have enough food to eat on a regular basis without putting themselves in a financially detrimental situation.

Immediate Goals The immediate goals of Campus Cupboard are to increase the level of awareness of their services throughout Millersville University and its surrounding communities; increase the number of student customers and the donations received; to initiate a strong presence on social media in order to connect with their external publics, and to start an internship program through the ELCM in order to have management over the social media accounts and other management aspects of the organization.

Current Staff The current staff that runs the Campus Cupboard are made up of:

Ed Weber, Director

Ny’Aisha Nalley, Cafe Manager Intern

In addition to these employees, they are accompanied by 10 work study student staff members and 5 volunteers.

Message This section focuses on the theme for this awareness campaign.

Visual Rationale The key message for this awareness campaign is Take A Look Inside. This message is to help Millersville University students, administration, and staff that the A-Frame church is more than just a religious space; it also contains the HUB and the Campus Cupboard. This messages also brings in the donors, asking them to look inside their stores or homes to see what it is they could donate to the Campus Cupboard. We chose to make the A in the visual for the message larger and a different color so it stands out, because we want them to look inside the A-Frame church. We chose the colors, because the HUB is earthy tones and we wanted to stick to that theme. Use Throughout Campaign Our key message, “Take A Look Inside”, shaped the way that we designed our campaign and our tactics. Take A Look inside was carried through the campaign, to encompass the word inside all the way through the campaign, which helped us to create materials that would help us execute our goals. “Take A Look Inside” guided the creation of the presentation and was used when splitting up the tactics into different categories. The tactics are split into three categories including students, donors, and promotional materials. You are encouraged to “Take A Look Inside” each category and discover the tactics that were implemented for that specific group.

24

In this section...

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Take A Look Inside Ř��COMM 452 Ř Dr. Jennifer F. Wood Ř Spring 2016 Ř Communication

Communication

Campus Cupboard | Take A Look Inside | Communication

Campaign Strategies This section defines the key message as it pertains to Revolution Communication’s strategies.

Key Strategies The key message developed for this awareness campaign was written with the purpose of not only reminding students, staff and administration that the A-frame contains the Campus Cupboard but also asks donors to look inside their homes or stores to see what they could donate to the Campus Cupboard. Message Strategies Messages shape the overall direction of the campaign. A strong message will define the overall purpose of this campaign through the implementation of promotional materials, event planning and interpersonal communication.

• Strategy 1 for Goal 1: To create new promotional materials in order to increase

brand awareness of Campus Cupboard. o Audience: students and community members

• Strategy 2 for Goal 1: To host events at the hub.

o Audience: students

• Strategies for Goal 2: To create two internship opportunities for students. o Audience: students

• Strategy 1 for Goal 3: To host donation events.

o Audience: community members and potential donors

• Strategy 2 for Goal 3: To talk to local grocery stores about interest. o Audience: community members and potential donors

• Strategy for Goal 4: To make incoming and prospective students aware of Campus

Cupboard. o Audience: students

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Campaign Tactics This section provides an overview of the communication tools to be used by Revolution Communication to effectively execute this awareness campaign for Campus Cupboard.

Campaign Budget After evaluating all of the possible prices and stores to purchase materials at for the budget, it has been determined that the fliers, brochures, and business cards would be the cheapest to purchase at Staples. The banner and the yard signs will be purchased at www.signs.com for the cheapest custom design. Tactics Tactics for Students

• Student Tactic 1: Superfest Event - external publics

On Friday, April 29th we held French Toast Friday with Disney Trivia in the HUB from 9 p.m. to midnight in collaboration with University Activities Board (UAB). Revolution Communication spoke to the Special Events chair of UAB, Lyzzy Thompson, about having this event during Superfest. There was about 75 students in attendance. We recommend reaching out to UAB again next year and doing another event during Superfest in April 2017.

See Appendix S for Superfest flyer

See Appendix T for French Toast Friday flyer Superfest Expenses Total: $1000

o Food o Trivia Prizes

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• Student Tactic 2: Internship through ELCM - internal publics We contacted Stacy Scott in the ELCM office and sent her 2 internships to be added for Campus Cupboard. We added two internship programs, a communication intern and a Campus Cupboard manager intern. These will both be semester-long internships. Below is what we submitted to the ELCM:

1. Communication Intern

a. Job Description § The communication interns responsibilities are to maintain all social

media accounts (Facebook, Twitter and Instagram). This includes making sure they are all up to date and posting about all upcoming events being held.

§ Another responsibility is to plan all events such as French toast fridays and free lunch Thursdays and coming up with new events to attract more people. Not only does the intern need to plan these events they also need to host them.

b. Duties Include: § Maintaining social media § Hosting events § Planning events

c. Unpaid/ for credits d. Majors:

§ Communication: any option § Marketing

2. Campus Cupboard Manager Intern

a. Job Description:

§ The responsibilities of The Campus Cupboard intern is to run the day-to-day operations of The Campus Cupboard. They would schedule works for the semester, make sure the cupboard is running properly.

§ They work hand in hand with the communications intern to help with events.

§ They will also be working with Ed Webber on getting more donations and finding new ways to get donations (food drives etc.)

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c. Duties include:

§ Managing daily operations of Campus Cupboard § Working on getting donations § Creating lists of needs for the Campus Cupboard § Creating schedules and overseeing all volunteers

d. Unpaid/for credits e. Majors:

§ Social Work and Sociology (preferred) § Open to all majors

• Student Tactic 3: Add Campus Cupboard to tour - external publics

Working with the Assistant Director of Admissions, Joshua Belice, to get the HUB and the Campus Cupboard added to the tour route so that prospective students are aware that this is a service offered on campus. This was accepted as of Friday March 11, 2016.

See Appendix U for the excerpt from SHARP Team Handbook.

• Student Tactic 4: Add Campus Cupboard information into Orientation Working with Doug Kyle, one of the Orientation Student Managers, about having the Campus Cupboard added to the Life at the ‘Ville presentation the orientation leaders give to all the new students so that they’re aware of this service. It was accepted as of April 8, 2016.

See Appendix V for the PowerPoint slide. Tactics for Donors

• Donor Tactic 1: Information packet for faculty and staff at Millersville University An information packet for faculty at Millersville University was created. This packet is based off of the limited knowledge the faculty has about food insecurity on campus and about the Campus Cupboard. We wanted professors to be able to send students to the Campus Cupboard if the topic ever came up, but also know how and where to donate if they chose to. The packet includes a letter explaining what the Campus Cupboard is and how to donate as well as promotional materials such as a brochure, flyer to hang in their office, and a business card. Distributing these to the professors within the first week of Fall 2016 semester is recommended.

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It is recommend to distribute these to the professors within the first week of Fall 2016 semester. An estimation of the amount of folders for each department can be found below:

Estimated Total: 364 See Appendix W for the letter See Appendix X for the business card See Appendix Y for the flyer

See Appendix Z for the front and back of the brochure

• Donor Tactic 2: Semi-monthly (twice a month) 1-day food drives On April 3rd, 2016 from 10:30 a.m., to 5 p.m., we did a trial of a 1-day food drive at John Herr’s Village Market. We worked with Jim from John Herr’s to set this up. Jim provided us with boxes, a table, and chairs. Having two people in the store at the same time was the perfect amount so that we didn’t overwhelm the customers. We brought two different quarter sheets with us that had various items on them that we were asking to have donated.

See Appendix AA for quarter sheet example

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Because of the success of this, it is recommend to do a 1-day food drive semi-monthly (twice a month). Materials to bring: Sign for the table, quarter sheets with grocery items on them, informational “quick facts” sheet for people who want more information, and box for monetary donations. See Appendix BB for Quick Facts Sheet

Tactics for Promotion

• Promotion Tactic 1: Snapper Article - external publics A member of the Snapper wrote an article about the services the Campus Cupboard offers. This article ran April 12th, 2016. See Appendix R for the Snapper Article.

• Promotion Tactic 2: Social Media (Facebook, Instagram & Twitter) - external publics We updated the Campus Cupboard’s Facebook page. We created two other sites, Instagram and Twitter, which the organization did not have before.

See appendix CC for the Facebook page See appendix DD for the Twitter page

See appendix EE for the Instagram page

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• Promotion Tactic 3: Promotional video-external publics A video that highlights the inside of the A-Frame church, showing both the HUB and also the Campus Cupboard was created. This is to be used for social media purposes to show people what the HUB has to offer.

• Promotion Tactic 4: Flyer- external publics A flier was created to be distributed twice a month around campus in buildings such as the Student Memorial Center, the library, Hash, Caputo, Osburn, Stayer, Wickersham, Lyle, Dutcher, McComsey, Brossman, and Breidenstine, and the residence halls.

See appendix Y for Campus Cupboard flyer

• Promotion Tactic 5: New banner-external publics A new banner will be designed and displayed outside of the HUB advertising the Campus Cupboard. This form of advertising will catch bypassers attention and will make them aware of the service being offered.

See appendix FF for banner

• Promotion Tactic 6: New letterhead-external publics A new letterhead was designed for the Campus Cupboard. This letterhead will be used in all of the Campus Cupboard’s future correspondence with the public. We put together a video that highlights the inside of the A-Frame church, showing both the HUB and also the Campus Cupboard. This is to be used for social media purposes to show people what the HUB has to offer.

• Promotion Tactic 7: New business card-external publics New custom made business cards will be made that will include the Campus Cupboard’s new logo and updated information. These will be distributed to the organization’s external publics such as donors, prospective donors, and new student shoppers. See appendix X for business card

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• Promotion Tactic 8: Brochure-external publics An informational brochure was created and is recommended to be put into the information packet for the faculty, as well as given to John Herr’s, and put in various offices both on and off campus such as financial aid, admissions welcome center, and student lodging. See Appendix Z for the front and back of the brochure

• Promotion Tactic 9: Lawn Signs

A set of 4 new lawn signs will be custom made with the Campus Cupboards new logo and social media outlets displayed on it. These lawn signs will grab bypassers attention and will be placed outside of the organization’s location.

See Appendix GG for the Gantt Chart This is a timetable, by month, of when all of the tactics should be implemented.

33

In this section...

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Take A Look Inside Ř��COMM 452 Ř Dr. Jennifer F. Wood Ř Spring 2016 Ř Evaluation

Evaluation

Campus Cupboard | Take A Look Inside | Evaluation

Output Evaluations This section outlines methods for Revolution Communication to evaluate the effectiveness of each tactic for this awareness campaign.

Interpersonal Communication Tactics

Interpersonal Tactic 1: One day food drive

• What was the amount of donations received? • Has this amount increased since the last drive? If so, by how much?

Interpersonal Tactic 2: Superfest Event

• What was the attendance rate? • What was the rate of participation for trivia?

Interpersonal Tactic 3: Internship through ELCM Interpersonal Tactic 4: Add Campus Cupboard to tour

• To let incoming students know about The Campus Cupboard and their services before they even attend the university. The longer students know about The Campus Cupboard and the more they hear about it the more likely they are to use their services.

Promotional Tactics

Promotional Tactic 1: Promotional Video Promotional Tactic 2: Flier Promotional Tactic 3: New Banner Promotional Tactic 4: New Letterhead Promotional Tactic 5: New business card

Media Tactics

Media Tactic 1: Snapper Article Media Tactic 2: Social Media (Facebook, Instagram & Twitter) Both promotional and media tactics are going to be used on campus and on social media to attract student participation and involvement at The Campus Cupboard. We will be able to track social media usage by the number of followers we have on all three platforms. We will also be able to see the number of weekly customers rise with the use of promotional materials. All of these tactics will come together in the end, the more advertisement the more customers The Campus Cupboard will see.

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Outcome Evaluations This section includes procedures for Revolution Communication to assess the effectiveness of each goal for this awareness campaign.

In order to evaluate the success of each goal in our campaign we must judge how closely we have reached them. As previously stated, our goals are to increase identifiable effective awareness of Campus Cupboard separate from the HUB by May 2017, to design a fall and spring internship program for Campus Cupboard by April 2016, to increase awareness of donation opportunities by 10% by May 12, 2017 and to increase awareness of Campus Cupboard services by 30% using a social media campaign and promotional materials by May 2017. We expect our target audiences to have greater awareness of donation opportunities and general awareness of Campus Cupboard as an organization and the benefits it offers students. We may consider the following questions in order to evaluate how effectively we reached our goals.

• Was our campaign successful in driving awareness to Campus Cupboard?

• Are students able to associate Campus Cupboard as a separate entity from the HUB?

• Was there a significant increase in donation in the local community?

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Statement of Benefits This section states why and how this campaign will benefit the organization in the long run.

This campaign will help The Campus Cupboard is so many different ways. This campaign has laid out tactics to be used by The Campus Cupboard to achieve four goals. One of the achievement that will be reach at the end of this campaign will be an increased amount of awareness there is around Millersville University about The Campus Cupboard, this will in turn bring more customers there each week. It will also bring them more and a sustainable amount of donations. This campaign has laid out events and ideas over a 10-month period to help achieve all goals we have previously stated. If this plan is followed and utilized then The Campus Cupboard will see an increase in awareness, usage and donations.

37

In this section...

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Take A Look Inside Ř��COMM 452 Ř Dr. Jennifer F. Wood Ř Spring 2016 Ř Appendices

Appendices

Campus Cupboard | Take A Look Inside | Appendices

Appendices

Appendix A------------------------------------------------------------------------------------ 42 Publics Wheel Appendix B------------------------------------------------------------------------------------ 43 SWOT Analysis Appendix C------------------------------------------------------------------------------------ 44 Force Field Analysis Appendix D------------------------------------------------------------------------------------ 45 IRB Appendix E------------------------------------------------------------------------------------- 52 Student Questionnaire Appendix F------------------------------------------------------------------------------------- 55 Staff Questionnaire Appendix G------------------------------------------------------------------------------------ 57 Consent - Student Questionnaire Appendix H------------------------------------------------------------------------------------ 58 Results – Student Questionnaire Appendix I------------------------------------------------------------------------------------- 59 Results – Student Questionnaire Appendix J------------------------------------------------------------------------------------- 60 Results – Student Questionnaire Appendix K------------------------------------------------------------------------------------ 61 Results – Student Questionnaire Appendix L------------------------------------------------------------------------------------- 62 Results – Student Questionnaire Appendix M------------------------------------------------------------------------------------ 63 Demographics – Student Questionnaire Appendix N ----------------------------------------------------------------------------------- 64 Demographics – Student Questionnaire Appendix O------------------------------------------------------------------------------------ 65 Results – Staff Questionnaire Appendix P ------------------------------------------------------------------------------------ 66 Results – Staff Questionnaire Appendix Q ----------------------------------------------------------------------------------- 67 Results – Staff Questionnaire Appendix R ------------------------------------------------------------------------------------ 68 Demographics – Staff Questionnaire


Appendix S ------------------------------------------------------------------------------------ 69 Superfest Flyer

Appendix T------------------------------------------------------------------------------------- 70 French Toast Friday Flyer

Appendix U ----------------------------------------------------------------------------------- 71 Excerpt from SHARP Team Handbook

Appendix V ------------------------------------------------------------------------------------ 72 Orientation Slide

Appendix W ----------------------------------------------------------------------------------- 73 Letter for Administration Packet

Appendix X ------------------------------------------------------------------------------------ 74 Business Card Appendix Y ------------------------------------------------------------------------------------ 75 Campus Cupboard Flyer Appendix Z ------------------------------------------------------------------------------------ 76

Campus Cupboard Brochure Appendix AA---------------------------------------------------------------------------------- 77

Food Drive Quarter Sheets Appendix BB ---------------------------------------------------------------------------------- 78

Quick Facts Sheet Appendix CC --------------------------------------------------------------------------------- 79

Campus Cupboard Facebook page Appendix DD --------------------------------------------------------------------------------- 80

Campus Cupboard Twitter page Appendix EE ---------------------------------------------------------------------------------- 81 Campus Cupboard Instagram page Appendix FF -----------------------------------------------------------------------------------82 Banner Appendix GG --------------------------------------------------------------------------------- 83

Lawn Sign Appendix HH --------------------------------------------------------------------------------- 84

Campus Cupboard Logo Appendix II ----------------------------------------------------------------------------------- 85

Snapper Article Appendix JJ ---------------------------------------------------------------------------------- 86

Gantt Chart

Appendices


Appendix KK --------------------------------------------------------------------------------- 87 Food Drive Time Table

Appendix LL----------------------------------------------------------------------------------- 88 Donor Thank You Letter

Appendices

Strengths• Events (French Toast

Fridays; lunch on Tuesdays) • Media coverage (Lancaster

Online article and WGALinterview)

Weaknesses• Not enough advertising

around campus• No strong social media or

website use

Opportunities• More involvement with the

University• Social media usage• Sustainable donors

Threats• The surrouding community

and students not knowingabout its services

• Not enough awareness aboutfood insecurity


Appendix B SWOT analysis.

42

43


Appendix C Force Field Analysis

Restraining Forces Driving Forces

0 1 2 3 4 5-5 - 4 -3 -2 - 1

Awareness Partnership with Central PA FoodBank

Social Media Location

Small amount of students that use Campus Cupboard

Budget

:RUN�VWXG\�VWD̆��members and volunteers

Need for an intern to help manage organization

44


Appendix A Publics Wheel

Internal Audience

External Audience

Future Intern

Student Workers

Ed Weber, Director

Volunteers

Alumni

Millersville University Students

Current Clients

Future Clients

Lancaster County

Community

Millersville University

Faculty/Staff

42


Appendix JJ Gantt Chart

86


Appendix HH New Logo

84


Appendix X Business Card

74


Appendix Z Brochure

76

Want to learn more? Contact Ed Weber.

(717) [email protected]

www.campuscupboard.org

Making sure every student has

enough to eat.

Follow us on social media!

121 N. George St.Millersville, PA 17551

Our Story,Q��ZH�LGHQWL¿HG�D�SUREOHP��some of our Millersville University students did not have enough food or money to buy food. Some were going without 1-2 meals a week, while a handful were going with-out food for 1-2 days a week. As we continued to hear stories, we also began to do some more research. This is a problem for students at many universities throughout the QDWLRQ��7KH�VROXWLRQ�EHFDPH�FOHDU��Every student should have access to food. To meet the need, we began a partnership with Millers-ville University, local churches, and the Central PA FoodBank to host a free student market called the Campus Cupboard.

@thecampuscupboard

@Campus_Cupboard

How do I know if I’m eligible?

Clients must complete a TEFAP Eligibility Form each semester. Clients may shop once per week. Clients must be Millersvillle University students and have an annual income that is less than $17,655.

Photo Board

EventsPasta Lunches - Every Tuesday at noon, HUB entrance

French Toast Friday - Every Friday from 9 p.m. to midnight

Quick Facts��IXQGHG�WKURXJK�community donations��2SHQ�¿YH�GD\V�D�ZHHN��&OLHQWV�PD\�VKRS�RQFH�SHU�ZHHN��%DVLF��QRQSHULVKDEOH�IRRGV��PLON� bread, eggs and cheese are available

Students volunteering at The Campus Cupboard

Successful food drive at John Herr’s

Fully stocked after the food drive! The Campus Cupboard is located in the HUB


Appendix BB Quick Facts Sheet

VII

78


Appendix GG Lawn Sign

83


Appendix FF Banner

82


Appendix AA Donation Suggestion List 1 & 2

77


Appendix D IRB

45

IRB Protocol – p. 1 Log Number Date Received

Millersville University of Pennsylvania Institutional Review Board

For the Protection of Human Subjects

Human Subjects Review Protocol

1. Principal Investigator Name: Allison Walker Department: COMM

Phone: 717-659-8584 E-Mail Address: [email protected]

Address: 1385 Briargate Dr York,Pa

Position: If student:

masters

x undergraduate; expected date of graduation May 2016

2. Co-investigator (or thesis committee chair, advisor; use of a second sheet for any additional names):

Name: Sabrina Hawke Department: COMM

Position: Account Executive Office Phone:

Address: E-Mail Address: [email protected]

Name: Dr. Jennifer Wood Department: COMM

Position: Professor Office Phone: 717-871-5448

Address: E-Mail Address: [email protected]

Reviewed by: (if student) XDepartment Committee

Faculty Advisor Date

3. Project Title: Campus Cupboard – Revolution Communication

Dates during which project will be conducted: From: 3/15/2016 To: 3/29/2016

4. A. Project Funding Source: Check as many as apply:

Extramural Grant: Agency name: MU Grant


Appendix D IRB

IRB Protocol – p. 2 x Non-funded

Other (describe):

B.

If grant funded, application deadline or date of transmittal

Please submit one copy of grant proposal as soon as it is available.

46


Appendix D IRB

IRB Protocol – p. 3 5. Address each of the following separately. PLEASE NUMBER ALL PAGES!!!

A. PURPOSE, RESEARCH VARIABLES, AND POPULATION

Purpose of the study- To measure the level of awareness that the Millersville University community has of The Campus Cupboard. This study will also measure potential donor’s awareness of food insecurities on campus and their willingness to donate.

Background- This study is intended to help raise awareness of the food insecurity issue that faces the Millersville University Community. This study will also make students more aware of the Campus Cupboard and what they do. Revolution Communication will also be looking at potential donors and their willingness to donate.

Characteristics of the Subject Population-The following information should be provided:

a. Age Range- College students 18-30 b. Gender-All genders are included in this study. c. Number-1,000 participants are expected to participate in this study. d. Inclusion Criteria-To be included in this study, you must be a Millerville University student or a business owner in the local area. e. Exclusion Criteria- To be excluded from the study, you would not be Millersville University Student or a business owner in the area. f. Vulnerable Subjects-N/A.

B. METHODS AND PROCEDURES

Method of Subject Selection- The subjects will be random students throughout the Millersville University Community who are approached by a member of the research team during the week of March 15, 2016. Subjects will also be randomly chosen business owners in the local area..

Study Site- The study will take place at designated questionnaire handouts determined by the research team. These areas will include the Library and the Student Memorial Center.

Methods and Procedures Applied to Human Subjects- The subjects will be approached and asked if they would be willing to participate in a quick questionnaire regarding the Campus Cupboard. They will fill out the questionnaire and return it to the research team. It will then be analyzed by the research director. For the potential donor questionnaires, the research team will reach out to local businesses in the area about filling out the questionnaire.

C. INFORMED CONSENT

Potential Risks-This study is a minimal risk and does not put any groups or individuals at any kind of risk.

Protection Against Risks-N/A.

47


Appendix D IRB

IRB Protocol – p. 4

Potential Benefits- The Campus Cupboard can benefit from the study by gaining knowledge about how much students know about what they do. From there they will be able to expand the community’s awareness and support. From this survey the Campus Cupboard may gain new donors that will help them obtain new donations.

Compensation for Participation-N/A.

Alternatives to Participation-N/A.

Information Withheld-No information will be withheld from participants.

Debriefing- Subjects will be thanked for taking the survey. Subjects will

then be asked If they wanted to enter to win a gift card as their incentive for

participating in the questionnaire.

Confidentiality- The demographic information from the study will be kept

confidential to the researchers of this study.

Copy of Consent Form-An informed consent form addresses five critical points:

1. Subject participation in the study is voluntary (provide a description of the procedure to be used if choosing not to participate)

2. A statement of the subject’s right to withdraw at any time and a clear description of the procedures for withdrawal from the study without penalty

3. Subjects are informed of the level of risk (no known risk, minimal, moderate, or high) and the means of protecting the subjects from known risks or minimizing the risk

4. Confidentiality is ensured 5. The means by which confidentiality is to be ensured is explained

fully See the attached form, “Essentials of Informed Consent” for specific inclusion information. A copy of the Informed Consent Form should be given to each subject who participates in the study. Please note: The IRB will not accept “blanket waivers” of the right to privacy. Subjects or their legal agents must sign a consent form for each research study. If children are involved in the research, consent of a parent or guardian is required.

Mailed surveys ordinarily receive expedited reviews and do not need consent forms except when one of the following conditions prevail:

1. The researcher knows the person’s name or other identifier. 2. The content of the survey puts the respondent at risk for emotional,

physical, or other types of distress. If an informed consent form is not required, the researcher should use a cover letter to potential subjects which addresses all the elements of informed consent

48


Appendix D IRB

IRB Protocol – p. 5 previously described. Please include a copy of this cover letter with your protocol.

49


Appendix D IRB

IRB Protocol – p. 6 6. Protected Populations and Sensitive Subjects: If any Human Subjects from the following list

would be involved in the proposed activity, place an X next to the category.

Minors Pregnant Women Test subjects for new Fetuses Abortuses

Illegal behavior Mentally disabled

drugs or clinical devices

Incarcerated Educationally or economically disadvantaged persons 7. Nature of Risk. In your judgement, does your research involve more than minimal risk?

“Minimal risk” means that the risk of harm anticipated in the proposed research is not more likely than those risks encountered in daily life, or during routine physical or psychological examinations/tests.

Yes x No

8. Additions to or changes in procedures involving human subjects as well as any problems

connected with the use of human subjects once the project has begun must be brought to the attention of the IRB.

I agree to provide whatever surveillance is necessary to ensure that the rights and welfare of the human subjects are properly protected. I understand that I cannot initiate any research with human subjects before I have received approval/or complied with all contingencies made in connection with the approval. I understand that as the principal investigator I am ultimately responsible for the welfare and protection of human subjects and will carry out the project as approved.

AllisonL.Walker3/4/2016

Signature of Principal Investigator/Program Director Date 9. Approval by Faculty Sponsor (required for all students):

I affirm the accuracy of this application, and I accept the responsibility for the conduct of this research and supervision of human subjects as required by law.

Signature Date

50


Appendix D IRB

IRB Protocol – p. 7

Informed Consent Form for Campus Cupboard Social Media and Rebranding Study:

Involvement: Allison L. Walker will be the investigator for this portion of the study and Dr. Jennifer Wood will be the faculty sponsor. Millersville University will be the responsible institution for this study. Overview: All students at Millersville University and owners of local businesses are invited and encouraged to participate in this study and questionnaire for the Campus Cupboard. Participants will be given a questionnaire regarding awareness of food insecurities on campus and The Campus Cupboard. The questionnaire is designed to help us better understand the community’s level of awareness of the Campus Cupboard and what they do. The questionnaire should take no longer than 5 minutes to complete and the feedback from it would greatly help The Campus Cupboard and the research being conducted by the students at Millersville. Risks and benefits: There are no known risks involved with participating in this study. Your participation in this study would greatly benefit The Campus Cupboard. Compensation: An incentive will be offered to the students who participante in the form of an entry to win a gift card. Handling discomfort or injury: N/A. Confidentiality: The demographic information from the study will be kept confidential to the researchers of this study. For more information: To obtain any additional information about this study, you can contact Allison Walker, the Research Director of this study [email protected] Voluntary participation: Subjects may refuse to participate or may withdraw for any reason without penalty. To participate in this study, you will simply be asked to complete a questionnaire. If you do choose to withdraw from the study, you should contact the research director at [email protected].

Signature: Provide a space for signatures indicating consent, and remember to include a second copy for the subject to keep when obtaining consent.

51


Appendix T UAB (University Activities Board) Fresh Toast Friday Flyer

63

70


Appendix S UAB Superfest Events Calendar

69


Appendix U Millersville University Admissions Guidebook

71


Appendix V Millersville University Admissions PowerPoint presentation

72


Appendix II The Snapper Article April 14, 2015

85


Appendix CC The Campus Cupboard Facebook Page Went live: April 18, 2016

79


Appendix DD The Campus Cupboard Twitter Page Went live: April 18, 2016

80


Appendix EE The Campus Cupboard Instagram Page Went live: April 18, 2016

81


Appendix W

Administration Letter

73


Appendix Y Flyer

75

121 N. George St., Millersville, PA 17551 | (717) [email protected] | www.campuscupboard.org

Making sure every student has enough to eat.

Quick Facts ��)RRG�SDQWU\�WKDW�DVVLVWV� Millersville University students��ZKR�VWUXJJOH�ZLWK�IRRG� insecurity

��'HGLFDWHG�VSDFH�DW�WKH�+8%��ORZHU�OHYHO�RI�WKH�$�)UDPH��&KXUFK�RQ�*HRUJH�6W��

��1RQSHULVKDEOH�IRRGV��PLON��EUHDG��HJJV�DQG�FKHHVH are available

Food and cash donations are cheerfully accepted!

Agency Materials

Table of Contents

Team Résumé Position Descriptions

Mission Statement Agency Philosophy

Agency Log Agency Evaluation Form Client Evaluation Form

Alexandra N. Blessing, Creative DirectorAlexandra N. Blessing is a senior at Millersville University of Pennsylvania. Blessing is currently pursuing a bachelor’s degree in Speech Communication with an option in public relations and a minor in Psychology and will be graduating in the spring of 2016. She is enrolled in social media and public relations campaigns courses. Blessing is currently a business intern with On-Line Publishers, Inc., where she curates and designs social media content with InDesign and Photoshop.

Ben Rose, Copy DirectorBen Rose is currently pursuing a bachelor’s degree in Speech Communication with an option in public relations at Millersville University. Rose is a senior enrolled in persuasion and public relations campaigns courses. He is currently a member of the Millersville University chapter of Public Relations Student Society of America.

Sabrina Hawke, Account Executive (610) 731-6252Sabrina Hawke is a senior pursuing two majors, one in Speech Communication with an option in public relations, and the other in English at Millersville University of Pennsylvania. Hawke has gained leadership skills through being a lead orientation leader as well as the Student SHARP Coordinator for Admissions at Millersville.

Allison L. Walker, Research DirectorAllison L. Walker is a senior at Millersville University of Pennsylvania and will be graduating in spring of 2016. Walker is pursuing a bachelor’s degree in Speech Communication with an option in public relations. Walker is currently enrolled in persuasion and public relations campaigns courses.

Janelle M. Laudermilch, Media PlannerJanelle Laudermilch is a senior at Millersville University and is graduating in the spring of 2016. She is currently pursuing a bachelor’s degree in Speech Communication with an option in public relations and a minor in Occupational Safety and Environmental Health. Laudermilch is currently enrolled in public relations campaigns.

��,EWL�,EPP�w�1MPPIVWZMPPI��4%��w�(V��.IRRMJIV�*��;SSH��*EGYPX]�7YTIVZMWSV

Julie Florek, Assistant Account Executive Julie Florek is a senior at Millersville University of Pennsylvania. She is pursuing a bachelor’s degree in Speech Communication, with an option in public relations and will be graduating in the spring of 2016. Florek is the current president of NBS and the In-Studio Producer for MUTV. Julie currently interns for Lancaster New Sounds where she creates and manages all their social media, as well as writes the press releases for their events.

8IEQ�6ÃWYQÃ

Account ExecutiveThe account executive is the primary liaison with the client. She initiates and maintains contact with the client, as well as maintains several levels of communication – client-agency, agency team-supervisor; intra-agency team, and agency-agen-cy. In addition, she leads in clarifying expectations and deadlines, motivating personnel, seeking approvals and signing R̆�RQ�HDFK�WDVN��GHWHUPLQLQJ�WKH�GLUHFWLRQ�RI�WKH�UHVHDUFK�SURMHFWV�DQG�FDPSDLJQ��DQG�VHUYLQJ�DV�WKH�WHDP�VSRNHVSHUVRQ��The AE oversees the positions of the research director and media planner. The account executive is responsible for (a) the FDPSDLJQ�SURSRVDO�DQG�IRU�SURMHFW�PDQDJHPHQW��E��DFFRXQWV�IRU�EXGJHW�LQFOXGLQJ�DOO�PRQLHV�VSHQW�DQG�IXQGV�GLVSHUVHG��F��DOORFDWLRQ�DQG�¿QDO�UHSRUW�RI�SHUVRQQHO�KRXUV��G��VHWWLQJ�DQG�PDLQWDLQLQJ�WKH�DJHQGD�IRU�HDFK�DJHQF\�WHDP�PHHWLQJ�and minutes; and (e) professionalism of client presentation.

Assistant Account ExecutiveThe assistant account executive’s primary responsibility is to assist/aid the account executive in initiating and maintaining FRQWDFW�ZLWK�WKH�FOLHQW�DQG�GH¿QLQJ�FRPPXQLFDWLRQ�ZLWKLQ�WKH�LQWUD�DJHQF\�WHDP��+H�VKH�DVVLVWV�LQ�GHFLVLRQ�PDNLQJ�DQ�oversees the responsibilities of other positions. The AAE oversees creative director, copywriter and copy editor positions. 7KH�DVVLVWDQW�DFFRXQW�H[HFXWLYH�OHDGV�WKH�WHDPV�LQ�WKH�DEVHQFH�RI�WKH�DFFRXQW�H[HFXWLYH��VLJQLQJ�R̆�RQ�HDFK�WDVN��DFFRXQW�IRU�EXGJHW�LQFOXGLQJ�DOO�PRQLHV�VSHQW�DQG�IXQGV�GLVSHUVHG��RYHUVHHV�WKH�DVVHPEO\�RI�WKH�¿QDO�SODQ�ERRN��DQG�DVVLVWV�WKH�account executive as the team spokesperson. The AEE oversees the teams evaluation form and recordkeeping at ALL meetings (agency, client, and professor). AAE serves on both the planning and creative teams.

Research DirectorThe research director’s primary responsibilities include backgrounding the client, assessing key issues that the client is facing, and determining the research design for the campaign. The research director develops evaluation tools which de-termines the success of the campaign, writes IRB protocol, informed consent, assessment instrument, uses SPSS for data DQDO\VLV��DQG�LQWHUSUHWV�¿QDO�FRQFOXVLRQV�

Media PlannerWorks with the planning team and is the tactician. Responsibilities include determining the necessary channels for reach-LQJ�NH\�SXEOLFV�ZLWK�VWUDWHJLF�PHVVDJHV�R̆HULQJ�D�PHGLD�SODQ�WKDW�¿WV�EXGJHWDU\�UHVWULFWLRQV��VHUYHV�DV�WKH�SULPDU\�PHGLD�relations representative who developes and pitches stories related to the campaign; and works with the account executive on budgeting and accounting. The media planner also develops a media directory appropriate to the client that includes RXWOHWV�IRU�SULQW��DQG�FDEOH�79�DQG�ZHE�FKDQQHOV��7KH�PHGLD�SODQQHU�GHWDLOV�WKH�FRVWV�IRU�DGV��EDQQHUV��SRVWHUV��DQG�À\HUV��

Creative DirectorThe creative director is the strategist responsible theoretical articulation and illustration of theoretical concepts in con-crete and operational messages. After problem diagnosis, the creative director leads brainstorm sessions among agency SHUVRQQHO�WR�GHYHORS�PHVVDJHV�WKDW�FRPPXQLFDWH�FOHDUO\�DQG�KHOS�WR�PHHW�FDPSDLJQ�REMHFWLYHV��7KH�FUHDWLYH�GLUHFWRU�KDV�the ability to formulate concepts into written and graphical elements that are memorable and appropriate for the client DQG�REMHFWLYHV��7KH�FUHDWLYH�GLUHFWRU�GHYHORSV�JUDSKLFDO�PDWHULDO��DJHQF\�ORJR��OD\RXW�IRU�SODQERRN��FOLHQW�EURFKXUH�PRFN�ups, business cards, signage, etc.) and develops the written report section that explains the theoretical/strategic connec-tions. With the copy editor, the creative director develops tactical pieces (written, oral and visual) for the client.

Copy DirectorThe research director’s primary responsibilities include backgrounding the client, assessing key issues that the client is facing, and determining the research design for the campaign. The research director develops evaluation tools which determines the success of the campaign, writes IRB protocol, informed consent, assessment instrument, uses SPSS for GDWD�DQDO\VLV��DQG�LQWHUSUHWV�¿QDO�FRQFOXVLRQV�

Position Descriptions

Revolution Communication will meet the needs of its clients through a strategic blend of research, planned, executed and evaluated communication tools. It is their mission to provide solutions and capitalize on opportunities in an ethical and professional manner.

Mission Statement

Agency Philosophy

Intra-AgencyWe will openly communicate with one another in a professional manner in order to develop deadlines, protocol and team member expectations. All team interaction is conducted with the needs of the client as the ultimate priority. In order to best serve our clients, our interpersonal relationships are conducted in an open and constructive SURFHVV�WR�JHQHUDWH�H̆HFWLYH�VROXWLRQV�

Inter-AgencyWe will conduct all inter-agency communication with the utmost professionalism. :H�ZLOO�UHVSHFW�WKH�FRQ¿GHQWLDOLW\�RI�RXU�FOLHQWV�DQG�RXU�DJHQF\��:H�ZLOO�FRQGXFW�DOO�inter-agency communication to properly represent Revolution Communication, our agency and our client.

Client RelationsWe will adhere to the Public Relations Society of America’s Member Statement of Professional Values to ethically conduct all client interaction. These values are advo-cacy, honesty, expertise, independence, loyalty and fairness. By following this ethical code, we will show proper respect to our clients by representing them with the utmost integrity. We will conduct our profession with the highest degree of consideration and concern for all potential ethical and legal consequences.




May6,2016

EdWeber


121NGeorgeSt


DearMr.EdWeber,




project.













Sincerely,

SabrinaHawke

AccountExecutive

[email protected]

(610)731-6252





May 6, 2016


Agency Log

Agency Evaluation Form Evaluator’s Name: __________________________________________ Evaluation of: ______________________________________________ Position: __________________________________________________

On a scale of 1 to 10, 1 meaning extremely dissatisfied and 10 meaning extremely satisfied, please rate your experiences with Revolution Communication.

Creativity: Team member actively contributed creative ideas to the team.

1 2 3 4 5 6 7 8 9 10

Work attitude: Team member had a positive attitude.

1 2 3 4 5 6 7 8 9 10

Work cooperation: Team member cooperated with all other members of the team.

1 2 3 4 5 6 7 8 9 10

Attendance: Team member was prompt to meetings and gave advance notice for absences.

1 2 3 4 5 6 7 8 9 10

Job knowledge: Team member comprehended their assigned duties without guidance.

1 2 3 4 5 6 7 8 9 10

Initiative: Team member took control and was resourceful without direction.

1 2 3 4 5 6 7 8 9 10

Clarity: Team member was clear and concise with their ideas and questions.

1 2 3 4 5 6 7 8 9 10

Analytical: Team member planned accordingly.

1 2 3 4 5 6 7 8 9 10

Decisive: Team member made decisions quickly and effectively.

1 2 3 4 5 6 7 8 9 10

Comments? ____________________________________________________________________________________________________________________________________________________________ ____________________________________________________________________________________________________________________________________________________________




May6,2016

EdWeber


121NGeorgeSt


DearMr.EdWeber,




project.













Sincerely,

SabrinaHawke

AccountExecutive

[email protected]

(610)731-6252





May 6, 2016


Client Evaluation Form Evaluator’s Name: __________________________________________

On a scale of 1 to 10, 1 meaning extremely dissatisfied and 10 meaning extremely satisfied, please rate your experiences with Revolution Communication.

The Campaign Team

Job knowledge: The team effectively knew how to run the campaign.

1 2 3 4 5 6 7 8 9 10

Professionalism: The team showed professionalism throughout the the campaign.

1 2 3 4 5 6 7 8 9 10

Creativity: The team actively contributed creative ideas to the organization.

1 2 3 4 5 6 7 8 9 10

Dependability: The team was reliable throughout the campaign.

1 2 3 4 5 6 7 8 9 10

Communication: The team effectively communicated with the client.

1 2 3 4 5 6 7 8 9 10

Cooperation: The team actively incorporated by ideas into the campaign.

1 2 3 4 5 6 7 8 9 10 The Campaign

Quality: This campaign will improve my organization.

1 2 3 4 5 6 7 8 9 10 Usefulness: This campaign will be implemented into my organization.

1 2 3 4 5 6 7 8 9 10 Sustainability: This campaign can be used for an extensive amount of time.

1 2 3 4 5 6 7 8 9 10

Comments? __________________________________________________________________________________________________________________________________________________________________________________________________________________________________________




May6,2016

EdWeber


121NGeorgeSt


DearMr.EdWeber,




project.













Sincerely,

SabrinaHawke

AccountExecutive

[email protected]

(610)731-6252





May 6, 2016



Appendix E Student Questionnaire

!

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

!

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


Section A: Please circle the answer that best answers the questions below.! !

1. Are you over the age of 18? If yes, continue to question 2. If no, thank you for your time!

Yes (1) No (2) !

2. Are you a Millersville University student?

Yes (1) No (2) Thank you for completing our survey! !

3. Have you or someone you know ever had to skip a meal because you could not afford it?

Yes (1) No (2) !

4. Have you or someone you know ever had to choose between paying for food and paying for school materials?

Yes (1) No (2) ! 5. Do you recognize this logo from seeing it around campus?!

! Yes (1) No (2)

5. Have you ever heard of The Campus Cupboard? If yes, continue to question 5. If no, Thank you for your time!

Yes (1) No (2)

6. How did you hear about The Campus Cupboard? Check all that apply.

�A friend!

�Facebook!

�The Campus Cupboard Website!

�On-Campus advertising!

�Other ________________________!

52


!

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

!

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


Please use the scale below to best answer the question. Circle your answer. !! 7. How much do you know about the HUB?!On a scale of 1 to 5, 1 being the lowest and 5 being the highest…!

1 2 3 4 5 ! 8. Have you or anyone you know ever used The Campus Cupboard as a resource for food? Yes (1) No (2)!! 9. Are you aware of where The Campus Cupboard is located? ! Yes (1) No (2)!!!Section B: Please check the box that best answers the question below.!!

1. Would you follow The Campus Cupboard on social media? Check all that apply.

�Instagram (1)!

�Facebook (2)!

�Twitter (3)!

�None (4)! !

Section C: Demographics!!

1. Sex -- Please check the box of your gender/identity.

�Male (1)!

�Female (2)!

�Other (3)!!!!


53



!

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

!

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


!2. Current class standing-- Please check the box of your current class standing.

�Freshman (1)!

�Sophomore (2)!

�Junior (3)!

�Senior (4)!

�Graduate Student (5)!

�Other (6)!3. If you are a student, what is your current living situation? If this does not apply, continue to question 4.!

�Commuter (1)!

�Living on-campus (2)!

�Living off-campus (3)!!

3. Race -- Please specify your ethnicity.

�White/Caucasian (1)!

�Hispanic or Latino (2)!

�African American (3)!

�Native American (4)!

�Asian (5)!

�Other (6)!!

Thank you for completing our survey!!

54


Appendix F Donor Questionnaire

!!

●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●!!

●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●● !Millersville University of Pennsylvania, 153 Hash Hall, Millersville, PA 17551 !

Faculty Supervisor: Dr. Jennifer F. Wood, Associate Professor (717) – 871 – 7291!

Section A: Please circle the answer that best answers the questions below.!1. Are you willing to participate in this survey?

Yes (1) Continue to question number 2. No (2) Thank you for your time!!!

2. Are you employed by Millersville University? Yes (1) No (2) Thank you for completing our survey!!!

3. Are you aware of food insecurity problems on college campuses? Yes (1) No (2)!!4. Are you aware of The Campus Cupboard?

Yes (1) No (2)!!

5. Are you willing to help The Campus Cupboard to fight the food insecurity issues on the Millersville University Campus?

Yes (1) No (2)!!Section B: Please check the box that best answers the question below.!

1. How are you able to donate? (Check all that apply)

□Once per month (1)!

□Once every three months (2)!

□Once every six months (3)!

□Once per year (4)!

□Other __________________ (5) !

!

55


Appendix G Consent – Student Questionnaire

57


58

Appendix H Results – Student Questionnaire


59

Appendix I Results – Student Questionnaire


60

Appendix J Results – Student Questionnaire


54

Appendix K Results – Student Questionnaire


62

Appendix L Results – Student Questionnaire


63

Appendix M Demographics – Student Questionnaire


64

Appendix N Demographics – Student Questionnaire


65

Appendix O Results – Staff Questionnaire


66

Appendix P Results – Staff Questionnaire


67

Appendix Q Results – Staff Questionnaire


68

Appendix R Demographics – Staff Questionnaire


Appendix F Donor Questionnaire

!!

●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●!!

●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●● !Millersville University of Pennsylvania, 153 Hash Hall, Millersville, PA 17551 !

Faculty Supervisor: Dr. Jennifer F. Wood, Associate Professor (717) – 871 – 7291!

2. What kind of donation would you able to provide? (Check all that apply)

□ Money (1)!

□ Food (2)!

□ Other (3)!!

3. Are you:!

□ Full-Time professor (1)!

□ Adjunct Professor (2)!

□ Administration (3)!

□ Faculty/Staff (4)!

□ Other (5)! ! !

Thank you for completing our survey!!

56


87

Appendix KK Food Drive Timetable


Appendix LL Donor Thank You Letter

______________________________________________________________________________

121 N. George St., Millersville, PA 17551 | www.campuscupboard.org [email protected] | (717) – 872 – 6840

Find us on Facebook, Twitter and Instagram!

[Name] [Address] [City, State, Zip] Dear [donor], We would like to thank you for your support and donation to the Campus Cupboard. Because of your generosity, we are able to continue to support Millersville University students who struggle with food insecurity by providing them with nutritious meals throughout the week. On Millersville University’s campus, 43% of students surveyed said that they know of someone that had to choose between paying for food and school materials. Also, 57% of all students surveyed said that they know of someone who has had to skip a meal die to not being able to afford to pay for a meal or for groceries. Again, we thank you for your support and donation. Sincerely, [Name]

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