Complete Campaign

LOCK IT IF YOU LOVE IT Property Crime Campaign

Oxford Police Department

Lindsey Andrews

Situation and Research

About: Oxford Police Department

The Oxford Police Department, located in Oxford, Mississippi, on 715 Molly Barr Road, maintains

and provides public safety to the City of Oxford. The department is dedicated to the safety of its

constituents and prides itself on being an agency devoted solely to citizens.

Oxford, Mississippi, was founded in 1837 and law enforcement followed soon thereafter in the

form of night watchmen (Oxford Police Department). These men were volunteers and patrolled the city,

protecting its citizens from dangers. As the city began to grow, a formalized policing agency was formed

and eventually evolved into what it is now, the Oxford Police Department.

The police department focuses on “community policing” and is actively involved in proactively

maintaining order and reacting to dangerous actions as they occur (Oxford Police Department). Along

with serving and protecting the town, the department also promotes its crime prevention programs

such as Neighborhood Watch and Drug Abuse Resistance Education (Oxford Police Department).

“Over the past ten years, the police department has tripled in size because of the immense

growth of the town itself,” says Megan Prescott, Executive Assistant at the Oxford Police Department.

“We currently have over 70 employees and are in the process of hiring five additional officers. The

newly hired officers will be assigned to the patrol unit,” Prescott says. In recent years, a flex unit has

been added to the department to better protect and serve the community because of the population

growth of both the town and university. The members of that particular unit have schedules that rotate

depending on the season. “For example, these men and women would work all weekend on Ole Miss

Football game weekends and would work less during spring and summer seasons,” Prescott says. The

mounted patrol unit became a budgeted unit three years ago. Until then, the unit was composed of OPD

police officers volunteering their time, and not being paid to do so (Prescott).

Oxford Police Department is a municipal agency funded out of the general fund from the City of

Oxford. The funds are made up from tax revenue. Prescott also mentioned that this year, the police

department has the largest budget of any division of the City of Oxford (Prescott).

The efforts of the Oxford Police Department help to keep the community safe. Without a police

force, crime would run rampant. The men and women who serve the community through the police

department vow to protect and serve regardless of the situation. This not only provides protection, but

also a peace of mind to citizens of Oxford, students at the University of Mississippi, and visitors.

Works Cited

Oxford Police Department. The City of Oxford Mississippi. n.d. Web. 29 Sept. 2015.

Prescott, Megan. Personal Interview. 23 Sept. 2015.

Campaign Benefit to Oxford Police Department

The property crime campaign, ‘Lock It If You Love It,’ will increase awareness of Oxford Police

Department and positive perception of the law enforcement agency and their contributions to the

community.

Addressing the Problem

Property crime is common in the town of Oxford, Mississippi. Often times, the crimes take place

because University of Mississippi college students who live off-campus fail to property lock doors and

windows or left valuables in plain sight. The crimes can be avoided with preventive measures.

This survey is designed to measure awareness of the importance of locking houses and cars to prevent

property crimes from occurring. It is also intended to measure your knowledge and attitudes in relation

to property crime. The survey is completely anonymous. The first four questions are to measure your

awareness and opinion of Oxford Police Department.

Q1 What is your opinion of Oxford Police Department?

Text Response Oxford is very safe. Opd does a great job but I do think they try to take advantage of students not

knowing their right

They are bullies

I've met officers and other agents of the law that I found respectable and pleasant and others that

are definitely not.

Over the top and corrupt

Uninformed

I haven't had any issues with them. It's probably a frustrating job dealing with a bunch of drunk

dumba** kids all the time

Overly Aggressive

They are doing a great job protecting and serving the community

They doin they job cuz

They are mostly nice and do a good job

Good

No Opinion

funny twitter

Too focused on students drinking (not drinking and driving) and not on the real crime going on in

oxford

They are like the modern day gestopo. One can't walk home from the bar without the fear of being

harassed or aressed by police officers. I witnessed a hit and run of a girl who could have been killed. A

officer actually saw the whole thing go down, let the car get away from the scene, and they still

haven't found who hit that poor girl. Wow OPD good job

They are too extreme in certain measures.

neutral

I don't have much to say about it.

They do their job.

They successfully protect Oxford. LOVE the Twitter

indifferent

they should be worried about the real crimes and not open contained tickets

Assholes

good

They target anyone that drinks but are otherwise helpful

Very respectful of them

Q2 Please choose your satisfaction with the methods the Oxford Police Department uses to prevent

property crime from occurring with one being the most satisfied and five being the least satisfied.

1 (1)

2 (2)

3 (3)

4 (4)

5 (5)

# Answer

Response % 1 1

5 14%

2 2

10 27%

3 3

13 35%

4 4

5 14%

5 5

4 11%

Total 37 100%

Q3 Have you ever interacted with Oxford Police Department

Yes (1)

No (2)

If Yes Is Selected, Then Skip To What was your interaction with Oxford...

# Answer

Response % 1 Yes

23 62%

2 No

14 38%

Total 37 100%

Answer If Have you ever interacted with Oxford Police Department Yes Is Selected

Q4 What was your interaction with Oxford Police Department?

Text Response hit and run

Mip and my computer and iPad were stolen

Ticket

I've had several

Got pulled over for a seatbelt in my driveway

I was cited for a MIP when I was 19. Officer was professional, i broke the law, I got caught, no hard

feelings

Traffic Violation

Public intox

Twitter

Hit a car on the square and they helped me

gave me a ride to my dorm when I was a freshman

A girl jumped me on the square and I filed a complaint.

Questioned and pretty munched harassed asking me how much I've had to drink while walking home

I had stuff stolen from my house.

a noise complaint, sheriff trained a policeman with a sobriety test on me

I once got pulled over but they guy was nice and it ended up just being a miscommunication.

Dealing with a break in to my home and a sexual assault

OPD Twitter-- wished me a happy 21st

getting tickets and getting arrested

Speeding ticket

speeding ticket

Received an MIP when I was not drinking or touching a drink

The next five questions are about your knowledge of property crimes, which include burglary.

Q5 On average, how many reported burglaries do you believe occur in the city of Oxford every month?

None (1)

5 (2)

11 (3)

23 (4)

# Answer

Response % 1 None

0 0%

2 5

7 19%

3 11

24 67%

4 23

5 14%

Total 36 100%

Q6 On average, do you believe college students are more susceptible to break-ins?

Yes (1)

No (2)

If Yes Is Selected, Then Skip To Why are college students more suscept...

# Answer

Response % 1 Yes

31 86%

2 No

5 14%

Total 36 100%

Answer If On average, do you believe college students are more susceptible to break-ins? Yes Is Selected

Q7 Why are college students more susceptible to break-ins? Check all that apply.

Students are rarely home. (1)

Students do not lock their doors. (2)

Students are naive about property crime. (3)

Other, please specify. (4) ____________________

Q8 What time of year do you believe most break-ins occur in Oxford? Please rank with one being the

most common time of year and four being the least common.

______ Winter months (1)

______ Summer (2)

______ Fall (3)

______ Spring (4)

Q9 What time of day do most break-ins occur? Please rank with one being the most common time of

day and four being the least common.

______ Morning (1)

______ Afternoon (2)

______ Evening (3)

______ Overnight (4)

Q10 Property crime is a problem that Ole Miss students should be concerned about for their homes and

cars.

Strongly Agree (1)

Agree (2)

Neutral (3)

Disagree (4)

Strongly Disagree (5)

No (6)

# Answer

Response %

1 Strongly

Agree

10 29%

2 Agree

12 34%

3 Neutral

11 31%

4 Disagree

2 6%

5 Strongly

Disagree

0 0%

6 No

0 0%

Total 35 100%

The next seven questions are to evaluate your own experience with personal safety and preventing

burglary.

Q11 Have you ever had someone break-in to your house or car?

Yes (1)

No (2)

If Yes Is Selected, Then Skip To What was stolen? Check all that apply.

# Answer

Response % 1 Yes

11 31%

2 No

24 69%

Total 35 100%

Answer If Have you ever had someone break-in to your house or car? Yes Is Selected

Q12 What was stolen? Check all that apply.

Laptop (1)

TV (2)

Cell phone (3)

Money (4)

Purse (5)


# Answer

Response % 1 Laptop

4 36%

2 TV

1 9%

3 Cell phone

0 0%

4 Money

3 27%

5 Purse

0 0%

6 Other, please

specify.

6 55%

Q13 Do you make a point to lock your house?

Yes (1)

No (2)

If No Is Selected, Then Skip To Why do you not make a point to lock y...

# Answer

Response % 1 Yes

29 83%

2 No

6 17%

Total 35 100%

Answer If Do you make a point to lock your house? No Is Selected

Q14 Why do you not make a point to lock your house?

I don't know where my house key is. (1)

Too lazy (2)

Roommates are home or will be home soon (3)

Don't care (4)


# Answer

Response %

1

I don't know

where my

house key is.

0 0%

2 Too lazy

0 0%

3

Roommates

are home or

will be home

soon

3 50%

4 Don't care

1 17%

5 Other, please

specify.

2 33%

Total 6 100%

Other, please specify. too often in and out to where locking it becomes inconvenient

If someone wants to break in, locking the door isn't going to stop them.

Q15 What do you do to prevent burglary from occurring? Check all that apply.

Locking doors/windows (1)

Turning on a light to make it seem like someone is home (2)

Keeping valuables away from plain sight (3)

Avoid talking about your schedule in front of strangers (4)


None of these (6)

# Answer

Response %

1 Locking

doors/windows

27 79%

2

Turning on a

light to make it

seem like

someone is

home

21 62%

3

Keeping

valuables away

from plain sight

23 68%

4

Avoid talking

about your

schedule in front

of strangers

11 32%

5 Other, please

specify.

2 6%

6 None of these

1 3%

Other, please specify. Alarm

turn the alarm on

Q16 Do you have a spare key to your house?

Yes (1)

No (2)

# Answer

Response % 1 Yes

21 62%

2 No

13 38%

Total 34 100%

Q17 Do you have windows that are easy to break into at your home?

Yes (1)

No (2)

# Answer

Response % 1 Yes

20 59%

2 No

14 41%

Total 34 100%

Q18 Are your valuables in plain sight in your house?

Yes (1)

No (2)

If Yes Is Selected, Then Skip To What kind of valuables do you leave i...

# Answer

Response % 1 Yes

11 32%

2 No

23 68%

Total 34 100%

Answer If Are your valuables in plain sight in your house? Yes Is Selected

Q19 What kind of valuables do you leave in plain sight? Check all that apply.

TV (1)

Laptop (2)

Personal belongings, example: a purse (3)

Cell phone (4)

Money (5)

# Answer

Response % 1 TV

11 100%

2 Laptop

7 64%

3

Personal

belongings,

example: a

purse

5 45%

4 Cell phone

5 45%

5 Money

0 0%

The last two questions determine how a campaign related to burglary would best be communicated to

students.

Q20 Do you believe students need to be educated on property crimes and how to prevent them?

Yes (1)

No (2)

# Answer

Response % 1 Yes

24 71%

2 No

10 29%

Total 34 100%

Q21 Rank the following methods of communication about educating students on preventing burglary

from one to five with one being the most effective and five being the least.

______ E-mail (1)

______ Poster/Brochures (2)

______ Public Service Announcement (3)

______ Social Media (4)

______ Newspaper (5)

Survey Results

The survey was sent online through various social media and email to the target public of Ole

Miss college students who live off-campus. Scott Fiene, a professor from the Meek School of Journalism

and New Media sent the survey through a mass email to his upper level market research class resulting

in a majority of the responses. The class is composed of qualified juniors and seniors, all of whom live off

campus. A total of 35 respondents took the survey, with a 100% completion rate.

Of the 35 respondents, 35% ranked the Oxford Police Department as a three on level of

satisfaction, with one being the most satisfied and five being the least. Very few had a positive opinion

of the police department.

An overwhelming majority of 62% of survey respondents have interacted with the police

department, but the type of interactions varied. Most interactions were a result of drinking or speeding

tickets, but three reported their interactions occurred because of items being stolen from their home or

car.

The target public is generally educated on the issue of property crime, but admit they do not

initiate measures to prevent the crimes from occurring. 67% responded that an average of 11 burglaries

occur every month in the city of Oxford which is in fact true. It is great that the target public is aware of

how often the crime occurs, but their failure to protect themselves from property crime is detrimental.

69% report that they have never had anyone break into their house or car, but an overwhelming

number of respondents believe that college students are more susceptible to break-ins by 86%. Of the

35 survey respondents, 71% believe it is necessary to educate students on property crimes and

preventive measures. When asked why college students are more susceptible to crimes, 26 respondents

believed it was because students do not lock their doors. 23 believe students are naïve about property

crime, illustrating the two most important issues to be addressed by the property crime campaign.

Overall, the results were not surprising. According to the Oxford Police Department, a majority

of property crimes are reported by college students. Although most of the target public is aware of the

issue, they are uneducated about how to prevent the crimes from occurring or are naïve that they could

be a victim of property crime at any point in time. As a result of the survey, the direction of the

campaign should be geared on teaching students preventive measures as well as stressing that property

crime can occur to anyone.

The campaign is incredibly necessary. Most of the survey respondents agreed that property

crime is an issue that college students living off-campus should not only be aware of, but knowledgeable

about as well. Property crime can be a highly preventable crime if the right steps are taken, and by

initiating a campaign addressing the issue, students will be better prepared. The main goal is to decrease

the number of property crimes that happen to off-campus college students in Oxford, Mississippi.

To promote the campaign, respondents believe that social media, email, and posters or

brochures are the best possible method to address property crime. With that information, the campaign

will be promoted through those outlets with little focus on less common outlets, such as newspaper or a

public service announcement.

About: Property Crimes

Crimes are committed regularly throughout the world, and property theft ranks high in the

number of reported crimes. As a result, it is important to inform students about the significance of

locking up their personal belongings. This would protect students from property theft which includes

house and car burglary. In Oxford, Mississippi, it is especially important because of the connection to the

University of Mississippi. The influx of a large amount of students in one area provides ample

opportunity for crimes to be committed, such as property theft.

Every year, millions of property crimes are reported to law enforcement. Property crime are

“those crimes in which the goal of the offender is some form of economic gain or the damaging of

property” (Gaines 6). Larceny and burglary fall under the category of property crime. Larceny is defined

as “the act of taking property from another person without the use of force with the intent of keeping

that property” (6). Burglary “refers to the unlawful entry of a structure with the intention of committing

a serious crime such as theft” (7). Motor vehicle theft falls under the jurisdiction of burglary.

According to the Federal Bureau of Investigation crime statistics, 8,632,512 property crimes

were logged into the system in 2013 (Federal Bureau of Investigation [FBI], 2014). That same year there

was “an estimated $4.5 million in property losses, and burglaries of residential properties accounted for

74 percent of the total reported.” (FBI, 2014). Often times these crimes can be reduced or even

prevented by taking precautionary measure. “Leaving certain things lying around your yard or in plain

sight from the road can unwittingly lure thieves onto your property like frantic bargain hunters to a flea

market,” Sheridan Maiden, Major at Oxford Police Department, says (Maiden).

In college towns, burglary rates are even higher because of the large amount of students in one

area (Bingley). Criminals often look for residences that have valuables left in the open and are frequently

vacant because they are easiest to burglarize. Between classes, work, and extra-curricular activities,

college students are incredibly busy and are gone at random times during the day, making it easier for

criminals to break into their houses or cars. In a study done in 2009, “Neighborhoodscout.com and

Walletpop.com released a report on the most dangerous cities for property crime and found their list

included numerous neighborhoods in close proximity to some of America’s largest universities”

(Bingley). Criminals know it is possible to take advantage of student’s naïve mindset when it comes to

locking their belongings.

“I cannot say there are totally preventable crimes, however there are things we can do to

reduce the likely hood of being the victim of crime,” says Major Maiden (Maiden). To inhibit property

crimes, there are few things that can be followed. Maiden advices residents to “lock all doors and

windows, store valuables out of sight, close your window and curtains, arrange for trustworthy friends

to keep an eye on your property when you are away, and to get to know your neighbors.” Although

these are only a few tips, many measures can be taken to prevent property crimes from occurring.

Locally, reports of burglary are widespread. The Oxford Police Department, the University of

Mississippi Police Department, and the Lafayette County Sheriff’s Department all report large numbers

of burglary within The University of Mississippi, Oxford, and Lafayette County. “We have a large number

of residences that are temporary residences which are vacant frequently. With this being the case, it

presents opportunities for the criminal element,” Major Maiden says (Maiden). Within the area of

Oxford, there were 72 burglaries reported by the three law enforcement agencies in 2013 (“Policy for

Reporting”).

Around the country, police departments have launched campaigns to educate their constituents

on the importance of locking up their belongings (ABC12 News Team). By educating people, law

enforcement hopes to curb the amount of burglaries reported to them, and in turn save people the

headache of having their valuables stolen. The National Highway Traffic Safety Administration has

conducted similar campaigns, although focusing more on preventing car thefts. Every year, during the

month of July, the organization launches its ‘Vehicle Theft Prevention Campaign’ (National Highway

Traffic Safety Administration [NHTSA]). The campaign is highly successful and raises awareness of the

issue of vehicle theft.

Property crimes, including larceny and burglary, are widespread, but could easily be prevented

with the right precautionary measures. Developing a campaign devoted to educating students about

burglary and the right measures to prevent the crime from occurring would largely lower the amount of

property crimes that are committed in Oxford, Mississippi. By the end of the campaign, students should

be aware of how often it occurs in Oxford and know what to do to keep their valuables secure.

Works Cited

ABC12 News Team. “Saginaw Township Police Department kicks off ‘Lock it or Lose it’ campaign.” ABC 12 WJRT. 21 May 2015. Web. 24 Sept. 2015.

Bingley, Justin. “Burglary Rates High in College Towns.” K-State Collegian. Collegian Media Group. 21

Apr. 2010. Web. 24 Sept. 2015. “Crime Statistics for 2013 Released: Decrease in Violent Crimes and Property Crimes.” The FBI: Federal

Bureau of Investigation. 11 Oct. 2014. Web. 24 Sept. 2015.

Gaines, Larry K. and Roger LeRoy Miller. CJ: Criminal Justice. 3rd ed. Stamford: Cengage Learning, 2015.

Print.

“July is Vehicle Theft Prevention Month: What Consumers Should Know” Traffic Safety Marketing.

National Highway Traffic Safety Administration. n.d. Web. 24 Sept. 2015.

Maiden, Sheridan. Personal Interview. 23 Sept. 2015.

“Policy for Reporting the Annual Disclosure of Crime Statistics.” University Police and Campus Safety.

The University of Mississippi. n.d. Web. 24 Sept. 2015.

Target Public

The target public for the property crime campaign, ‘Lock It If You Love It,’ is University of Mississippi

college students who live off-campus, specifically upper classman.

A secondary public is students who currently live on-campus, but will be moving off-campus in the

coming year.

Objectives

Among University of Mississippi college students living off-campus, increase awareness levels of

property crimes by 25% overall.

Among University of Mississippi college students living off-campus, increase education levels of property

crimes and preventive measures by 30%.

To get the target public to take more preventive measures against property crimes by following the tips communicated in the campaign by 35%.

Strategy

Strategy

Property crime is one of the most common crimes in Oxford, Mississippi. Often times, University

of Mississippi college students who live off-campus are victims of property crime because of a

combination of factors. Those factors include a busy schedule resulting in college students being away

from their house or car at random times throughout the day, being naive that someone could break-in

and steal their property, or failing to properly secure their houses and cars.

A campaign about property crime that targets University of Mississippi college students who live

off-campus is needed not only to raise awareness of the crime, but to educate students how to prevent

it from occurring.

It is important to position the campaign in such a way that students understand how common

property crime is in Oxford, Mississippi, and that it can happen to anyone. Criminals target college

students, and the campaign is designed so that students will not only realize their chances of falling

victim to property crime higher than average, but will take measures to avoid it.

The campaign will not only target college students and raise awareness about the issue of

property crime, but will also promote Oxford Police Department in a positive light. The goal is to teach

students about the issue as well as educate them on preventive measures, and as a result, increase

positive perception of Oxford Police Department.

Key Messages

There is a high rate of property crime in Oxford, Mississippi.

Students who live off-campus are more susceptible to being victims of property crime.

Students are both naïve about property crime and uneducated about steps to prevent property crime

from occurring.

Preventive measures can be taken to deter and prevent property crime.

1. Lock all doors and windows

2. Store valuables out of sight

3. Don’t allow strangers into your residence or vehicle

4. Close your window curtains/blinds

5. Arrange for trustworthy friends to keep an eye on your property when you are away.

6. Don’t broadcast your schedule on social media sites.

7. Get to know you neighbors.

Slogan

‘Lock It If You Love It’

Spokesperson

The spokesperson is Jonah Hill because of his role in 21 Jump Street and 22 Jump Street. Hill was one of

the main characters in the movies, in which he played a police officer fighting crimes. He is also a well-

known celebrity who many college students are familiar with. As a “police officer,” students will be more

likely to pay attention and listen to Hill.

Color and Logo

The color theme is a royal blue to represent law enforcement. The Oxford Police Department badge will

be on all materials such as press releases, posters, and flyers. A key logo for the entire ‘Lock It If You

Love It’ campaign will also be displayed on all materials distributed. The key represents the measures

needed to prevent property crime, such as locking your home.

There is no official mascot or music.

Tactics: Actions

Property Crime Seminar

Type of event:

The ‘Lock It If You Love It’ Seminar will feature three officials from various law enforcement

agencies in the Oxford, Mississippi area. The topic will cover property crime and educating University of

Mississippi students who live off-campus how to take preventive measures to avoid becoming a victim

of property crime.

Objectives:



Among University of Mississippi college students living off-campus, increase education levels of

property crimes and preventive measures by 30%.

To change habits of University of Mississippi students who live off-campus in favor of preventing

property crime by 35%.

Key messages:

Property crime is common, and University of Mississippi students who live off-campus are often

victims.

Property crime can be avoided through preventive measures.

The three speakers have expertise and knowledge about property crime and are great advocates

for the campaign.

Target public:

University of Mississippi students who live off-campus are the target public, although anyone in

the community is welcome to attend the event. Media is not only invited to attend, but strongly

encouraged to attend the event to increase media coverage of the campaign.

Date:

The event will take place on Tuesday, April 12 at 7 p.m. If an emergency arises, the event will be

rescheduled to take place on Wednesday, April 13 at 7 p.m.

Cost:

The items needed for the event will cost:

Drinks & snacks from Newk’s and Bottletree Bakery- $200

Flyers from PaperDirect.com- 500 @ $300

Stickers from PaperDirect.com- 250 @ $160

Pamphlets from PaperDirect.com- 100 @ $100

Display sign located outside of conference room from Office Depot- $100

Parking signs- 5 @ $25 each

The flyers, stickers, pamphlets, and large display sign would all be paid for through grants and

donations from community members. Anything not paid for by the end of the development period will

be paid for through the Oxford Police Department budget.

Newk’s and Bottle Tree Bakery have agreed to donate drinks and small snack items for those

attending the seminar. In return, their names will be displayed on all flyers and signs as sponsors.

The conference room located next door to the police department is owned by the department

itself so the location will not cost any money to reserve.

Admission will not be charged to attend the property crime seminar. Donations are suggested as

a way to raise funds for Oxford Police Department.

Location:

The seminar will be held at the Oxford Police Department Conference room located at 715 Molly

Barr Road, next to the police department. Parking is available in a large lot across the street. Police

officers will be directing traffic to allow pedestrians to cross the street and reach the building safely.

If too many people attend and not everyone can fit in the conference room, a breakout room

will be provided in two of the smaller meeting rooms in Oxford Police Department.

Chairs, tables, podiums, and speakers are already in the conference room so there is no need to

rent equipment for the seminar.

Program:

The seminar will be hosted by the Oxford Police Department. Executive Assistant to the Oxford

Police Department Chief of Police, Megan Prescott, will be the emcee. She will briefly talk about the

topic and introduce the speakers. There will be three guest speakers, Oxford Police Department Chief of

Police Joey East, Lafayette County Sheriff’s Department Chief Deputy Scott Mills, and University of

Mississippi Police Department Chief of Police Tim Potts, will speak at the seminar.

The three will be talking about property crime in Oxford and Lafayette County, and what

measures to take to avoid property crime. All three have years of experience in law enforcement and

are very familiar the issue of property crime.

Afterwards, discussion will take place between the three speakers and the audience to answer

any questions about property crime and preventive measures.

Decorations:

There will be minimal decorations in the conference room. A large sign explaining the event and

guest speakers will be located near the podium. An image of the Oxford Police Department patch will be

hanging behind the podium. A table in the back displaying the beverages and snacks will be decorated

with blue and gold in honor of the Oxford Police Department.

Signs will be posted around town to advertise the event, as well as one banner placed in front of

the court house on the Square to better promote the event. A banner will also be hanging on the front

of the conference building a few weeks prior to the event.

All signs and banners will be ordered from Office Depot weeks prior.

The Oxford Police Department will be teaming up with a student photographer from The Daily

Mississippian to document the event.

Security/Safety:

Police officers will be directing traffic to allow those attending the event to safely cross the road

after parking their cars.

Contingency Plan:

If a guest speaker cancels, then the event will continue with two, unless all three cancel. In the

case of all guest speakers cancelling prior to the event, it will be rescheduled to Wednesday, April 13 at

7 p.m.

Invitations:

The event will be open to the public, and invitations will not be sent out to the target public

because anyone interested can attend the seminar.

Invitations will be sent to dignitaries in Oxford, Mississippi and Lafayette County. A guest list of

attendees will include the Mayor of Oxford, officials from the University of Mississippi, and various

members of the media.

Publicity and Promotion:

The event will be promoted on the ‘Lock It If you Love It’ website prior to the event, in addition

to flyers and posters being posted around town and on campus. A media kit with a pitch letter, press

release, and media advisory will be sent out to members of the media in hopes they would not only

write about the event, but also attend and provide additional coverage.

A description of the event, as well as biographies of the guest speakers, will be posted on flyers

and on the website so people interested in attending the event may learn more. A public service

announcement will be released to inform the community about why the seminar is so important. It can

be a valuable resource to students and community members to learn about property crime and how to

prevent it.

The Chief of Police of Oxford Police Department, Joey East, will be interviewed by various media

sources a few days prior to the event to promote coverage of the seminar. Additionally, East will do an

on-camera video interview with NewsWatch 99 to get students interested in the seminar.

Media members are strongly encouraged to attend the event, and a room alongside the

conference room will be made available to them. Tables and chairs will be provided for media members

to place and set up their equipment.

Food and Beverages, Favors:

Beverages and small snacks will be provided to those attending the seminar. They will be

donated by Newk’s and Bottle Tree Bakery who will also prepare, deliver, and set up the items. The

beverage and food items will be displayed on a buffet-style table in the back of the conference room for

attendees to help themselves. Plates and napkins will be provided so attendees are able to take the food

and beverages back to their seats.

An array of items will be provided such as small sandwiches, including vegetarian options,

muffins, cookies, fruits, juices, coffees, teas, waters, and some sodas. Alcoholic beverages will not be

provided.

Printed Program:

A printed program will be prepared and distributed to all attendees at the seminar. It will

include a brief biography of all three speakers, a definition of property crime, a listing of preventive

measures to avoid property crime, a schedule of events of the seminar, and a list of donors.

As attendees are walking into the conference room, Oxford Police Department patrol officers

and the emcee for the event, Megan Prescott, will be greeting and handing out programs.

Registration:

Registration is not required as the event is free and open to anyone who wishes to attend. The

guest speakers will be dressed in their law enforcement uniforms and will not need name tags, although

name tags will be provided for the emcees.

There is a small closet in the conference for coats or umbrellas if inclement weather occurs.

Exhibits:

The podium and chairs are already set up because Oxford Police Department regularly uses the

conference room for other events. A table will be set up in the back for the beverage and snack items.

Equipment:

All voice equipment, tables, chairs, and electrical equipment is already provided in the

conference room and will not need to be ordered. Signs for parking will need to be ordered, but the

order will take place with the order for flyers and other signs needed for the event.

Event #1: Property Crime Seminar

Tuesday, April 12

Time Task

3:00 p.m.

Begin set-up of podiums, tables, chairs, signs, and parking signs

5:00

Traffic officers arrive to begin assisting with traffic and pedestrians walking to conference room

5:15

Food and drinks are set up for attendees

5:15

Emcee and police officers arrive to greet attendees and handout programs

5:30

Seminar attendees begin arriving

6:30

Guest speakers arrive

7:00

Emcee introduces topic and guest speakers

7:10

Guest speaker #1 begins

7:40


8:10


8:40

Question and answer discussion begins

8:50

Ending remarks

9:00

Event ends

Property Crime Safety House Experience

Type of event:

The event will feature a transportable ‘safety house’ that will allow students to go through and

experience just how easily it is for property crime to occur. Police officers from Oxford Police

Department will be hosting the event, and staffing a table in front of the safety house with various

materials about property crime and preventive measures.

Objective:





To change habits of University of Mississippi students who live off-campus in favor of preventing

property crime by 35%.

Key messages:

Property crime is common in Oxford, and students are more susceptible to being victims of the

crime.

It is easy for criminals to break into homes or cars when students do not take measures to

prevent property crime.

Target publics:

The target public is University of Mississippi students who live off-campus.

Date:

The safety house event will take place on Wednesday, April 20 at 10 a.m. The event will last until

3 p.m. If inclement weather occurs, the event will be scheduled to take place on Wednesday, April 27 at

10 a.m and also last until 3 p.m.

Cost:


Trailer (U-Haul) and decorations inside- $0

Flyers from PaperDirect.com: 500 @ $300

Stickers from PaperDirect.com: 250 @ $160

Pamphlets from Office Depot: 300 @ $275

Coffee coupons from Starbucks: $0

Large display sign from Office Depot: $100

Tables from Magnolia Rental: 5 @ $10 each, totaling $50

(Possible) tent from Magnolia Rental: size 9 x 12 @ $100 party rental place

The flyers, stickers, pamphlets, large display sign, tables, and possible tent would all be paid for

through grants and donations from community members. Anything not paid for by the end of the

development period will be paid for through the Oxford Police Department budget.

The trailer and coffee coupons will be donated. U-Haul has agreed to sponsor the property

crime campaign, and will provide a trailer at no cost in return for their name to be displayed on all flyers,

posters, and signs. Starbucks has agreed to donate small coffee coupons to promote their business on

campus. All of the “items of value” placed in the trailer will be borrowed from Oxford Police Department

police officers.

Admission will not be charged to participate in the safety house experience. Donations are

suggested as a way to raise funds for Oxford Police Department and future campaigns.

Location:

The safety house will be placed on the Union Plaza on campus to involve the greatest number of

students. It has been booked for Wednesday, April 20 at 10 a.m. If the event must be rescheduled, it will

be held on Wednesday, April 27 at 10 a.m.

Tables will be rented and delivered to the location for the event. A tent will be booked in case of

inclement weather, but if it is not needed then there will be no charge and the tent will not be used.

Program:

The ‘Property Crime Safety House Experience’ will involve a trailer designed to look like a typical

college student’s house. There will be items strategically placed in the trailer that are typically stolen by

criminals such as laptops, televisions, purses, wallets, and money.

When a student participates in the safety house, they will have to determine what method of

“breaking in” will be most successful. There will be three different courses of action available. The front

door may be unlocked and the student can simply walk in, the window may be unlocked and the student

may crawl through, or a key may be hiding under a pot. Based on the route the student chooses, they

will not only gain access to the trailer but the items of value located inside. There, they will become the

burglar and “steal” the valuable items. On random occasions, an alarm may go off alerting of a burglary,

and the student will only have a minute to choose one item of value to take.

The point of the trailer is to teach the students how easily a burglar can obtain access to a home

when measures are not taken to prevent property crime from happening.

Outside of the trailer, signs will be displayed featuring sample Tweets and Facebook posts of

students announcing their schedules to all of social media. The signs will feature a user talking about

their schedule and when they will not be home. Alerting social media followers of your schedule

provides criminals an optimal opportunity to burglarize homes when students will not be home.

Police officers will be staffing the trailer and talking with students about measures to prevent

property crime from happening to them. A table will be located next to the trailer with pamphlets about

property crime and preventive measures and stickers displaying the “Lock It If You Love It’ slogan.

For students who participate in the safety house experience, they will receive a coupon for one

free coffee from Starbucks.

Decorations/Signs:

There will be minimal decorations, but lots of signage to not only promote the event as much as

possible, but to display the sample social media posts of students advertising their schedules.

All of the signs will be made by Office Depot and will be made a few weeks prior to the event.

The Oxford Police Department will be teaming up with a student photographer from The Daily

Mississippian to document the event.

Security/Safety:

Police officers will already be staffing the safety house trailer so there will not be a need for

security.

Contingency Plan:

If weather is not optimal, but students are still able to go to the class, the safety house will still

be located at the Union Plaza. A large tent will be placed in front of the trailer to allow students to still

participate, despite the weather. If an emergency arises or weather is detrimental, the event will be

rescheduled for Wednesday, April 27 at 10 a.m.

Invitations:

Although police officers will be working the event, a guest list of attendees will include the

University of Mississippi Police Department Chief of Police, the Oxford Police Department Chief of

Police, and the Lafayette County Sherriff’s Department Sheriff, as well as the Mayor of Oxford and

officials from the University of Mississippi. Members of the media will also be invited to attend the

event.

Invitations to individuals of the target public will not be sent out because anyone on campus at

the time of the event is able to participate in the safety house experience.

Publicity/Promotion:

The event will be promoted through various types of media. Flyers will be distributed around

Oxford and the University of Mississippi campus a week prior to the event. The event will be advertised

on the ‘Lock It If You Love It’ website, as well as posted on various social media accounts such as Twitter,

Facebook, and Snapchat.

A media kit with a pitch letter, press release, media advisory will be sent to various media

members to invite them to not only promote the event, but to attend it as well. A few tables will be

located near the trailer for media members to place and set up their equipment.

A PSA will be sent on Rebel Radio as well as NewsWatch 99 a week prior to the event to

promote the event to the target public.

Food/Beverages/Favors:

Food and beverages will not be provided. Oxford Police Department will have flyers, pamphlets,

and stickers to hand out to anyone interested or walking by. A coupon for a small free coffee at

Starbucks will be given to students who participate in the safety house.

Printed Program:

Flyers explaining the safety house experience, property crime, and preventive measures will be

available to students. A specific program will not be provided because it is an event open to the public

with no specific schedule of events.

A list of donors will be placed on the promotional flyers distributed prior to the event as well as

on the sign featuring the title of the event outside of the trailer.

Registration:

Registration is not required. The event is free to all students on campus, and will be open to

faculty and visitors, if they are interested in participating.

Exhibits:

The Union Plaza is reserved for the safety house leaving more than enough room for the trailer

as well as tables. The tables will be placed near the trailer. One table is for information relating to the

event and the others are for members of the media to place and set up their equipment.

Equipment:

The only equipment required, other than the trailer, are tables and one large sign. A tent may be

required if weather is not optimal.

Event #2: Property Crime Safety House Experience

Wednesday, April 20

Time Task

8:00 a.m. Trailer, tables, and possible tent delivered to Union Plaza to be set up

9:00

Police officers arrive to set up marketing materials, signs, and items inside trailer

10:00

Property Crime Safety House Experience begins

10:30

Post a photo of the event and students participating in the safety house on Facebook, Twitter, and Snapchat

11:00

Meet with members of the media for interviews

12:00 p.m.

Officials from the City of Oxford and the University of Mississippi arrive

12:30

Post to Facebook, Twitter, and Snapchat about the event

3:00

Event ends

3:30

Clean up marketing materials, signs, and items inside the trailer

3:30

Clear the trailer, tables, and possible tent from the Union Plaza

Tactics:

Communications

Communications Plan

The communications plan uses mass and social media. The target public widely uses social

media, and emphasis will be placed on Facebook, Twitter, and Snapchat. In addition to social media,

mass media will also be incorporated. The target public responds well to articles on various news outlets

such as HottyToddy.com and The Daily Mississippian, as well as posters, brochures, and fact sheets

displayed throughout The University of Mississippi campus and Oxford community.

Media List

Name Job Title Media Outlet Town Email Phone Notes

Catherine Boone

Staff Writer

Oxford Eagle Oxford, MS

[email protected]

Callie Daniels Bryant

Managing Editor

HottyToddy.com Oxford, MS

[email protected] (601) 506-2050

Always looking for more articles to write to maintain quota

Drew Jansen

News Editor

The Daily Mississippian

Oxford, MS

[email protected]

Peyton Green

News Director

NewsWatch 99 Oxford, MS

[email protected] Deadline is mid-afternoon

William Moore

Staff Writer

Northeast Mississippi Daily Journal

Tupelo, MS

[email protected] (662) 842-2611

mailto:[email protected]


Website

The website would be visually appealing with royal blue background to match the overall color scheme.

The title ‘Lock It If You Love It’ would be found at the very top of the website with a smaller title

underneath that said ‘Sponsored by Oxford Police Department.’ The front page would feature a short

video from spokesperson, Jonah Hill, explaining why property crime is an important issue to be

addressed in Oxford, Mississippi. After viewing the video, users would be able to browse the

components of the campaign.

There would be various tabs for users to click on that detail the various aspects of the campaign. The

tabs would be:

About property crime

Who is at risk

Preventive measures

Upcoming events

Social and mass media

About Oxford Police Department

The website would also provide a link to the Oxford Police Department Twitter and Facebook accounts

so students would be able to not only keep up with what’s going on in Oxford, but also to promote the

police department. The Oxford Police Department contact information would also be provided at the

end of each page so students can have the information at their fingertips for emergencies.

You can find the future website at:

http://www.lockitifyouloveit.com/OPD

http://www.lockitifyouloveit.com/OPD

Social Media

Social media is a key component of the property crime campaign because it is most actively

used by college students who live off campus. Students report they pay attention to social media more

so than other media outlets.

Facebook is the primary method of marketing the campaign. Prior to both events, Facebook

events will be created to market the seminar and Property Crime Safety House Experience. This is not

only to market the events, but to allow Oxford Police Department to obtain an idea of how many people

will be attending since both are open to the public. It also allows people to ask questions before

attending the seminar or safety house events. The campaign will have its own page, ‘Lock It If You Love

It,’ but will also be promoted through the Oxford Police Department Facebook page.

The campaign will be heavily promoted through Twitter. The Oxford Police Department is

actively involved and engaged on the platform and has many followers, as a result. The marketing

material should be well received by the target public because of how many people like the police

department Twitter account, and will allow more college students to become aware of the campaign.

The twitter handle for the Oxford Police Department is @OxfordPolice. All materials marketed

through Twitter will feature the hashtag #LockItIfYouLoveIt. Tweets specifically designed for the seminar

will also have the hashtag #PropertyCrimeSeminar. Tweets specifically for the safety house will feature

the hashtag #Experiencesafety.

Each event will also be promoted through Snapchat. Students can send in videos to be featured

on the @LockItIfYouLoveIt Snapchat account. The safety house event will have its own geo-filter,

providing a fun opportunity for students to document the event, as well as promote it further.

Sample Posts

Facebook

Twitter

Snapchat

Banner

Creative Package of Media Kit

Please see media kit packaging separately. Pictures are attached as a preview of the media kit.

Two keys are attached: one in the binder and one on the media kit to open the “house.”

Cover Letter

Mr. Drew Jansen News Editor Student Media Center: 201 Bishop Hall, University, MS 38677

Dear Mr. Jansen,

In 2013, 8,632,512 property crimes were reported in the United States, and that same year, there was

an estimated $4.5 million in property losses according to the FBI.

In college towns, burglary rates are even higher because of the large amount of students in one area.

Between classes, work, and extra-curricular activities, college students are often gone at random times

during the day, making it easier for criminals to break into their houses or cars. Locally, reports of

burglary are widespread.

To increase awareness about property crimes and preventative measures for students, the Oxford Police

Department is sponsoring a campaign that is tailored to the college students who live off-campus. Since

the problem is common and a large proportion of Oxford is composed of college students, I hope you

can agree that property crime is something to be addressed. I have read many of your articles that have

involved law enforcement. Your coverage of the annual violence- prevention rally is exactly the type of

coverage we need for a property crime prevention campaign, and for this reason, I believe you would be

the best reporter to cover the campaign.

I hope you choose to do a story on the campaign which will feature a seminar composed of various law

enforcement agencies from the area to increase education on the importance of taking preventative

measures to protect student’s personal belongings on Tuesday, April 12 at 7 p.m. Any member of the

public can attend, although it is geared towards those students who live off-campus.

Inside this media kit, a media advisory about an upcoming seminar on preventing property crimes and

fact sheet about property crime statistics are included.

I would be happy to provide any resources you may need. All three speakers at the seminar are available

for interview. I can also provide, as well, multiple students whose houses or cars have been broken into

and personal belongings were stolen. I am also happy to personally give an interview on the campaign

we are running. If you need additional resources, I can also assist with that task.

Please let me know if I can provide any other information. I can be reached at 618-960-5993 or at

[email protected]

Sincerely,

Lindsey Andrews

Oxford Police Department Public Relations Intern

Oxford Police Department

MEDIA ADVISORY

Media contact: Lindsey Andrews, [email protected]

Oxford Police Department Hosts Seminar on Property Crime

Explains Property Crime & How to Prevent

WHAT: Oxford Police Department is hosting a seminar to promote awareness of property crimes and to

educate citizens on how to prevent the crimes from happening. The seminar is a part of a campaign

launched by the department to prevent property crimes from occurring in Oxford, Mississippi.

WHO: Chief of Police of Oxford Police Department, Joey East, Chief Deputy of Lafayette County Sheriff’s

Department, Scott Mills, and Chief of Police of University of Mississippi Police Department Tim Potts,

will be speaking on the topic at the seminar. The event is open to the public.

WHY: Property crimes, including larceny and burglary, are widespread, but could easily be prevented with the right precautionary measures. Developing a campaign devoted to educating students about burglary and the measures to prevent the crime from occurring would largely lower the amount of property crimes that are committed in Oxford, Mississippi. By the end of the campaign, students should be aware of how often it occurs in Oxford and know what to do to keep their valuables secure. WHERE: Oxford Police Department conference room located next to the police station at 715 Molly Barr

Rd., Oxford, MS 38655.

WHEN: Seminar begins at 7 p.m. Tuesday, April 12

Details for reporters: To set up a personal interview with Chief East, contact Oxford Police Department

Public Relations Intern Lindsey Andrews at [email protected].



-30-

About Oxford Police Department

The Oxford Police Department is dedicated to serving and protecting the community of Oxford

Mississippi with respect, honor, and integrity. If you or anyone is ever in need of emergency assistance

please dial 911 as soon as possible. For grievances and basic information contact us at (662)-232-2400.

(This paragraph is the standard one used by Oxford Police Department and I used it for this media

advisory.)

OXFORD POLICE DEPARTMENT PROPERTY CRIMES AUDIO PSA

:60 CRIMINALS BREAK IN MUSIC: MENACING, SCARY MUSIC SFX: WINDOW SLIDING OPEN, QUIET FOOTSTEPS MALE 1: SHHHH, BE QUIET AND BE CAREFUL NOT TO MAKE A NOISE SO WE DON’T WAKE ANYONE UP. MALE 2: LET’S TAKE THE TV AND THE PURSE ON THE TABLE. MALE 1: WHAT ABOUT THE X-BOX? MALE 2: YEAH, TAKE THAT TOO. WE CAN SELL IT. SFX: FOOTSTEPS, WINDOW CLOSING, TRUCK SPEEDING AWAY ANNOUNCER: THAT’S HOW EASY IT IS FOR CRIMINALS TO BREAK INTO YOUR HOME AND TAKE YOUR BELONGINGS. PROPERTY CRIME IS ONE OF THE MOST COMMON CRIMES IN THE OXFORD AREA. AN AVERAGE OF 23 PROPERTY CRIMES OCCUR IN THE CITY OF OXFORD EVERY YEAR. MOST OF THOSE CRIMES ARE REPORTED BY COLLEGE STUDENTS. YOU CAN PREVENT PROPERTY CRIME FROM HAPPENING WITH PREVENTIVE MEASURES. LOCK YOUR DOOR AND WINDOWS, DON’T LEAVE VALUABLES IN PLAIN SIGHT, AND DON’T ADVERTISE WHEN YOU AREN’T GOING TO BE HOME. EDUCATE YOURSELF. LOCK YOUR HOME AND PREVENT PROPERTY CRIME FROM HAPPENING TO YOU. LOCK IT IF YOU LOVE IT. THIS MESSAGE IS BROUGHT TO YOU BY THE OXFORD POLICE DEPARTMENT.

Oxford Police Department Video PSA :60 A Lot Can Happen in 15 Minutes

Use: March 29, 2016 Visual Audio

STUDENTS WALKING OUT THE FRONT DOOR, LEAVING THE TV AND LIGHTS ON, A COMPUTER ON THE TABLE, AND A CLEAR VIEW INTO THE HOUSE

STUDENT #1: LET’S GET FOOD FROM MCDONALD’S. I NEED A BREAK FROM STUDYING FOR THIS ACCOUNTING EXAM. IT WILL ONLY TAKE 15 MINUTES.

STUDENTS WALKING TO CAR STUDENT #2: OKAY SOUNDS GREAT. SHOULD WE LOCK THE HOUSE?

STUDENT #1 OPENING DOOR TO CAR STUDENT #1: NO, WE WILL ONLY BE GONE .FOR A LITTLE BIT. NO ONE WILL TAKE ANYTHING

BYSTANDER WALKING BY, OVERHEARS COVERSATION, CALLS FRIEND

BYSTANDER: HEY MAN, COME TO 111 SMITH DRIVE. THESE DUMB STUDENTS LEFT THEIR HOUSE UNLOCKED AND THERE’S A NICE TV AND MACBOOK SITTING IN THE LIVING ROOM.

CRIMINALS WALKING OUT OF THE HOUSE WITH A TV AND MACBOOK, SMILING

ANNOUNCER: AN AVERAGE OF 23 BURGLARIES OCCUR IN OXFORD EVERY YEAR. COLLEGE STUDENTS WHO LIVE OFF CAMPUS ARE OFTEN MORE SUSCEPTIBLE BECAUSE THEY’RE OFTEN GONE AT RANDOM TIMES THROUGHOUT THE DAY.

CRIMINALS LOADING THE MERCHANDISE INTO THEIR TRUCK AND SPEEDING AWAY.

ANNOUNCER: BEING A COLLEGE STUDENT MAKES IT MORE LIKELY YOU WILL GET YOUR CAR OR HOUSE BROKEN INTO.

STUDENTS COMING HOME TO FIND THEIR DOOR WIDE OPEN & TV AND MACBOOK GONE, LOOKING DUMBFOUNDED AND ASTONISHED

ANNOUNCER: PROPERTY CRIME CAN BE PREVENTED THROUGH SIMPLE STEPS. LOCK YOUR HOME, DON’T LEAVE VALUABLES IN PLAIN SIGHT, AND CLOSE YOUR CURTAINS. HELP TO PREVENT PROPERTY CRIME AND FOLLOW THE STEPS.

STUDENT #1 AND STUDENT #2 TALKING TO EACH OTHER LOOKING SAD

STUDENT #1: MAN, WE SHOULD’VE LISTENED TO THE OXFORD POLICE DEPARTMENT ABOUT LOCKING OUR DOOR. NOW I NEED TO BUY A NEW T-V TO WATCH FOOTBALL.

B-roll Video

B-roll video from Oxford Police Department for the “Lock It If You Love It’ campaign can be found at

https://www.youtube.com/watch?v=n-rIyhdI9Jo. A flash drive containing the b-roll video is also

attached.

https://www.youtube.com/watch?v=n-rIyhdI9Jo

Photograph

Oxford Police Department promotes the ‘Lock It If You Love It’ campaign in order to minimize

crime and promote safety in Oxford, Mississippi. The goal of the campaign is to educate

University of Mississippi students who live off-campus about property crime and what

preventive measures to take in order to avoid becoming a victim of property crime.

Materials

and Budget

Campaign materials:

The items needed for the overall campaign will cost:

‘Lock It If You Love It’ Posters from PaperDirect.com- 500 @ $300

Stickers displaying logo from PaperDirect.com- 250 @ $160

Gas to distribute campaign materials- 20 gallons at $1.90, totaling $38

Two night hotel stay for Jonah Hill- $199 a night, totaling $398

Rental car for two days for Jonah Hill- $100 a day, totaling $200

Event #1: Property Crime Seminar


Drinks & Snacks- $200

Flyers- 500 @ $300

Stickers- 250 @ $160

Pamphlets- 100 @ $100

Display sign located outside of conference room- $100

Parking signs- 5 @ $25 each, totaling $125

Event #2: Property Crime Safety House Experience


Trailer and decorations inside- $0

Flyers: 500 @ $300

Stickers: 250 @ $160

Pamphlet: 300 @ $275

Coffee coupons: $0

Large display sign: $100

Tables: 5 @ $10 each, totaling $50

(Possible) tent: one tent, size 9 x 12 @ $100

Total budget: $2,966 (with tent = $3,066)

Planning

Date Task

February 1 Define target public

February 1 Conduct secondary research on property crime in the United States & Oxford, Mississippi

February 1 Determine objectives to be met by the end of the campaign

February 8 Develop a survey as primary research

February 12 Administer survey to target public of University of Mississippi college students who live off-campus

February 19 Compile and summarize survey results

February 22 Plan strategy and key messages based on primary and secondary research, determine spokesperson for campaign and slogan

February 23 Develop action plan, including two events

February 23 Book Oxford Police Department Conference Room for Tuesday, April 12, 2016 at 7 p.m. and possible make-up Wednesday, April 13, 2016 at 7 p.m.

February 25 Invite guest speakers to the seminar

February 25 Compile list of police officers who will be working events, including the Seminar and the Property Crime Safety House Experience

February 26 Reserve Union Plaza for Wednesday, April 20, 2016 at 10 a.m. and possible make-up Wednesday, April 27, 2016 at 10 a.m.

February 29 Determine costs of campaign, including events and materials

February 29 Reserve tables and tent for Property Crime Safety House Experience event

March 2 Develop communications plan to promote the campaign, including events

March 2 Develop social media posts for campaign, including events

March 4 Take pictures for campaign

March 8 Create logo for campaign, including stickers and promotional materials

March 9 Compile media list, cover letter for media members

March 11 Create promotional materials including flyers, banner, and programs for seminar

March 15 Print promotional materials for distribution for Property Crime Seminar

March 16 Develop cover letters, media letter

March 17 Develop fact sheet, press releases, b-roll, and pictures for Property Crime media kit

March 18 Develop audio press release, video press release, biography of speakers

March 23 Obtain donations of drinks and snacks for seminar attendees

March 24 Create promotional materials including flyers, banner, social media posts, and programs for Property Crime Safety House Experience

March 29 Send a media kit to media members about the ‘Lock It If You Love It’ Seminar Distribute marketing material for seminar

March 29 Order favors for students who participate in Property Crime Safety House Experience

March 30 Develop cover letters, media alert, press releases, fact sheet, audio press release, video press release, b-roll, and pictures for Property Crime Safety House Experience media kit

March 31 Print promotional materials for distribution for Property Crime Safety House Experience

April 5 Distribute marketing material for Property Crime Seminar

April 6 Reach out to a Daily Mississippian student photographer to document the seminar

April 6 Send a media kit to media members about the Property Crime Safety House Experience

April 7 Follow up with speakers attending

April 11 Follow up with police officers providing parking and traffic safety for the Property Crime Seminar

April 12 ‘Lock It If You Love It’ Seminar takes places

April 13 If needed, make-up date for Property Crime Seminar

April 13 Distribute marketing material for Property Crime Safety House Experience

April 13 Reach out to a Daily Mississippian student photographer to document the experience event

April 15 Follow up with police officers working the Property Crime Safety House Experience

April 20 Property Crime Safety House Experience takes place

April 27 If needed, make-up date for Property Crime Safety House Experience

April 28 Evaluation of campaign begins

Evaluation

As the campaign concludes, evaluation will begin to determine how well the campaign achieved

the objectives. The objectives were:





To get the target public to take more preventive measures against property crimes by following the tips communicated in the campaign by 35%.

A focus group will be conducted to follow up with the target public about the effectiveness of

the “Lock It If You Love It’ campaign. It will evaluate if awareness of property crimes increased within the

target public of University of Mississippi college students who live off-campus. The focus group will also

measure if students became more educated about property crime and implemented steps to prevent it

from occurring. This part of the evaluation will be the most effective because each participant will be

able to voice their opinion in an open setting.

To evaluate the awareness objective, participants will be asked if they had heard of Oxford

Police Department, the ‘Lock It If You Love It’ campaign, or the specific events produced by the

campaign.

To evaluate the education objective, participants will be asked the following questions:

What is property crime?

How often does it occur?

Who is most susceptible to being a victim of property crime?

What methods are useful in preventing property crime?

The answers of the participants will determine how effective the campaign was at educating

University of Mississippi students who live off-campus about property crime.

To evaluate the habit objective, participants will be asked if they have implemented any of the

safety measures to prevent property crime. If the answer is no, then the campaign had increased

awareness and education of property crime, but has failed to initiate change in the habits of University

of Mississippi students who live off-campus.

Participants will be selected from a list of those who attended the Property Crime Seminar. 12

people will be asked to attend, and food and drinks will be provided to entice people to participate. The

focus group will be held in the Oxford Police Department Conference Room.

Evaluation of the campaign would also include mass and social media analytics. Measuring

consumer engagement with the social media accounts would be most useful in evaluating the

effectiveness of the campaign. The following are all useful in measuring the effectiveness of social

media:

Twitter: followers, retweets, likes, mentions, and shares

Facebooks: followers, likes, shares, mentions

Snapchat: followers, snaps

Mass media can also be measured to determine how effective it was during the campaign by county’s

media impressions. The number of subscribers, readers, listeners, and viewers to the various

newspapers, radio shows, online publications, and broadcast television networks can provide data.

Media impressions are incredibly helpful in evaluating the ‘Lock It If You Love It’ campaign.

Complete Campaign

Documents

Transcript of Complete Campaign