Done for a Public Relations Campaigns class.

1. Safe Haven Campaign:
Georgia Southern Students
Sarah Kate Lowry, Courtney Stephens, Amelia Kegel, Lexi Hobgood

2. Who is Safe Haven?
● Safe Haven is a program of Citizens Against Violence, Inc., a nonprofit 501(c)(3)
organization dedicated to ending the cycle of family violence through prevention and
education programs.
● Safe Haven’s mission is to serve, strengthen, and support victims and children of
domestic violence through the provision of emergency and community-based services.
● Safe Haven is open 24 hours per day, seven days a week.

3. Target Audience
● Primary Audience: Georgia Southern Students
○ The goal of the campaign is to raise awareness of Safe Haven among Georgia Southern
students making them the primary audience because they are the main demographic we are
targeting for the campaign. We have designed our campaign with Georgia Southern students
in mind as our target audience and have designed elements that will hopefully be of interest
to students and raise awareness of Safe Haven among Students.
● Secondary Audience: Georgia Southern Faculty and Staff
○ While the goal of the campaign is to raise awareness among Georgia Southern students,
there is still interest in raising awareness of Safe Haven among Georgia Southern faculty and
staff. Although, our campaign was not designed with faculty and staff as the primary focus,
there are still elements of our campaign that will be of interest to the secondary audience and
help to raise awareness of Safe Haven.

4. Primary Research
● 191 responses from survey
○ 46 freshman, 39 sophomores, 27 juniors, 49 seniors
○ No participant from secondary audience
● 50% of participants were familiar with Safe
Haven
○ 51% were slightly familiar
○ 39% were not familiar at all
○ Only 7% were extremely familiar
○ 16% were very familiar
● 59% of participants were not familiar with services offered by
Safe Haven
○ 3% of participants were extremely familiar with the
services offered
Participants were asked the question “how familiar are you with
the concept of domestic violence/abuse?”
● Out of the 191 responses:
○ 58% were very familiar with the concept,
○ 20% were extremely familiar with the concept
○ 3% was not familiar with the concept at all.
Results show most of the participants receive information about
organizations on campus through social media.
● Out of 191 responses:
○ 69.5% receive their information about
organizations on campus via social media
○ 155 participants use Instagram as their main social
media platform
○ 68 participants said Facebook was their second
platform to receive most of their information
○ Many participants responded that they also
receive information through emails, word of
mouth, through friends, professors, and sorority
members

5. Goal, Objectives, Strategies, & Tactics
Goal: The goal of this campaign is to raise awareness of the
organization Safe Haven among Georgia Southern students.
● Objective 1: To increase awareness of the organization,
Safe Haven, among the Georgia Southern student body
by 20% by November 30, 2022.
○ Strategy 1: Educate Georgia Southern students
about Safe Haven
○ Tactics 1:
■ 1a. Create flyers about Safe Haven.
■ 1b. Post flyers around campus explaining who
Safe Haven is as an organization.
■ 1c. Create flyers with Safe Haven’s
hotline/contact information.
■ 1d. Post flyers around campus of the Safe
Haven hotline/contact information.
■ 1e. Create the visual for the TVs around
campus.
■ 1f. Send Safe Haven visuals to campus
departments asking them to share on the TVs
around campus via email.
1g. Campus departments put Safe Haven visuals up on TVs
around campus if the request is accepted.
1h. Create a social media calendar which includes all of the
platforms Safe Haven uses to educate students on its services.
1i. Reach out to University Communications & Marketing
organization asking if the office would share Safe Haven’s
social media posts to educate students via email.
1j. Create t-shirt design for t-shirts to be handed out while
tabling on campus
1k. Send t-shirt design to University Tees to create
1l. Table on campus to promote Safe Haven.
1m. Create surveys to send to students through Google Forms.
1n. Create QR code on a free website with the link of the
survey to out on the flyers.
1o. Send out surveys to students to gain awareness.
1p. Have Safe Haven request to speak at the fraternity and
sorority meetings.
1q. Have Safe Haven partner with the Office of Student
Activities to offer a workshop on awareness of organization via
email.
1r. Create informational cards with Safe Haven’s contact
information
1s. Print out informational cards to be handed out on campus

6. Goal, Objectives, Strategies, & Tactics
● Objective 2: To increase awareness of what domestic violence is
among Georgia Southern students by 10% by November 30,
2022.
○ Strategy 2: Educate students on what domestic violence
means so students know whether or not they or someone
they know is a victim.
○ Tactics 2:
○ 2a. Create flyers defining domestic violence.
○ 2b. Put flyers around campus defining domestic violence.
○ 2c. Create surveys through Google forms.
○ 2d. Create QR code on a free website with the link of the survey
to put on the flyers.
○ 2e. Send out surveys to students with information regarding what
domestic violence is.
○ 2f. Contact Alpha Tau Omega regarding a partnership and as a
source of information due to Safe Haven being its philanthropy
via email.
○ 2g. Create flyers with hotline/contact information.
○ 2h. Post flyers around campus of the Safe Haven hotline/contact
information.
○ 2i. Create the visual for the TVs around campus.
○ 2j. Send Safe Haven visuals to campus departments asking them
to share on the TVs around campus via email.
○ 2k. Campus departments put Safe Haven visuals up on
TVs around campus if the request is accepted.
○ 2l. Create a social media calendar with posts aimed to
educate students of Safe Haven, its services, and what
domestic violence is.
○ 2m. Use Safe Haven’s social media platforms to educate
students.
○ 2n. Reach out to University Communications &
Marketing organization asking if the office would share
Safe Haven’s social media posts to educate students via
email.
○ 2o. Table on campus to promote Safe Haven including
flyers created.
○ 2p. Have Safe Haven request to speak at the fraternity
and sorority meetings.
○ 2q. Safe Haven partnered with the Office of Student
Activities to offer a workshop on what domestic
violence is via email.

7. Goal, Objectives, Strategies, & Tactics
● Objective 3: To increase awareness among Georgia
Southern students about Safe Haven’s services by 10%
by November 30, 2022.
○ Strategy 3: Educate students on campus so they
know they can utilize Safe Haven’s services as
well and it’s not just for students.
○ Tactics 3:
○ 3a. Create flyers about the services offered.
○ 3b. Put flyers around campus that students
utilize frequently, such as the library, the
rotunda, Russell Union, etc.
○ 3c. Create surveys through Google Forms.
○ 3d. Create QR code on a free website with the
link of the survey to put on the flyers.
○ 3e. Send out surveys to students asking about
their general knowledge of Safe Haven’s
services.
● 3f. Utilize on campus organizations students are familiar
with, such as Greek life organizations, student clubs or
any other resource.
● 3g. Utilize resources such as The George-Anne to help
spread the word about Safe Haven
● and resources students have easy access to.
● 3h. Use Safe Haven’s social media as a form of
communication to help educate students on Safe Haven’s
services through utilizing a social media calendar.
● 3i. Have Safe Haven request to speak at the fraternity and
sorority meetings.
● 3j. Have Safe Haven partner with the Office of Student
Activities to offer a workshop on awareness of services
via email.

8. Goal, Objectives, Strategies, & Tactics
● Objective 4: To have 20% of Georgia Southern’s
faculty and staff become aware of Safe Haven by
November 20, 2022
○ Strategy 4: Educate Georgia Southern faculty
and staff about Safe Haven.
○ Tactics 4:
○ 4a. Create flyers about Safe Haven.
○ 4b. Post flyers around campus explaining who Safe
Haven is where only faculty and staff members can see.
○ 4c. Create flyers with Safe Haven’s hotline/contact
information.
○ 4d. Post flyers around campus of the Safe Haven
hotline/contact information.
○ 4e. Create the visual for the TVs around campus.
○ 4f. Send Safe Haven visuals to campus departments
asking them to share on the TVs around campus via
email.
● 4g. Campus departments put Safe Haven visuals up on
TVs around campus if the request is accepted.
● 4h. Create a social media calendar which includes all of
the platforms Safe Haven uses to educate faculty and
staff.
● 4i. Reach out to University Communications &
Marketing organization asking if the office would share
Safe Haven’s social media posts to educate students via
email.
● 4j. Create informational cards with Safe Haven’s contact
information.
● 4k. Print out informational cards to be handed out on
campus.

9. Goal, Objectives, Strategies, & Tactics
● Objective 5: To have 20% of Georgia Southern faculty and staff
members become aware of domestic violence by 10% by
November 30, 2022
○ Strategy 5: Educate faculty and staff members on what
domestic violence means so faculty and staff members
know whether or not they or someone they know is a
victim.
○ Tactics 5:
○ 5a. Create flyers defining domestic violence.
○ 5b. Put flyers around campus defining domestic violence.
○ 5c. Create flyers with hotline/contact information.
○ 5d. Post flyers around campus of the Safe Haven
hotline/contact information.
○ 5e. Create visuals for the campus TVs.
○ 5f. Send Safe Haven visuals to campus departments asking
them to share on the TVs around campus via email.
○ 5g. Campus departments put Safe Haven visuals up on
TVs around campus if the request is accepted.
○ 5h. Reach out to University Communications & Marketing
organization asking if the office would share Safe Haven’s
social media posts to educate students via email.
● Objective 6: to have 20% of Georgia Southern faculty and
staff members become aware of Safe Haven’s services by
10% by November 30, 2022
○ Strategy 6: Educate faculty and staff members on
campus so they know they can utilize Safe Haven’s
services as well and it's not just for students.
○ Tactics 6:
○ 6a. Create flyers about Safe Haven’s services.
○ 6b. Put flyers in faculty and staff areas such as
bathrooms or offices.
○ 6c. Utilize resources such as The George-Anne to
help spread the word about Safe Haven and
resources the faculty and staff have easy access
to such as sending a pre-written press release
and/or contacting the editor asking to cover an
event.

10. Goal, Objectives, Strategies, & Tactics
● Objective 7: To reach 1,000 Instagram followers by November 30, 2022.
○ Strategy 7: To create content that will interest Georgia Southern faculty and staff about Safe Haven.
○ Tactics 7:
○ 7a. Create an Instagram profile.
○ 7b. Create social media posts about Safe Haven.
○ 7c. Create a social media calendar which includes all of the platforms Safe Haven uses.
○ 7d. Post social media posts on Instagram.

11. Media Pieces
● Media Piece: Flyer
● Purpose: To explain to Georgia Southern students who Safe
Haven is as an organization
● Primary Message: To explain Safe Haven’s mission
statement so that students are familiar with who Safe
Haven is as a whole

12. Media Pieces
● Media Piece: Press Release
● Purpose: To raise awareness of the Tau Tug philanthropy
event, and of both organizations involved
● Primary Message: Utilize The George-Anne as a resource to
promote that Safe Haven is being sponsored by Alpha Tau
Omega for their philanthropy

13. Media Pieces
● Media Piece: Informational card
● Purpose: To provide Georgia Southern
students, faculty and staff with Safe
Haven’s contact information by including
a phone number, address, email, and
website links
● Primary Message: To provide Safe Haven’s
contact information for students, faculty
and staff members

14. Media Pieces
● Media Piece: TV Visual
● Purpose: To provide Georgia Southern
students and faculty and staff information
about Safe Haven and how to contact it
● Primary Message: To provide contact
information and general information about
Safe Haven to students and faculty and staff
members

15. Media Pieces
● Media Piece: Speech for Greek life
organizations
● Purpose: To raise awareness of the
organization and what Safe Haven
does for the community.
● Primary Message: To speak to Greek
life students about Safe haven and
how to seek help if needed about
domestic violence.

16. Media Pieces
● Media Piece: Email to Office of Student
activities (osa@georgiasouthern.edu)
● Purpose: To help raise awareness by asking to
partner with the Office of Student Activities to
host a workshop about the awareness of Safe
Haven.
● Primary Message: Asking Office of Student
Activities to help create a workshop idea to
promote to Georgia Southern students about
the awareness of Safe Haven.

17. Media Pieces
● Media Piece: Poster
● Purpose: To provide Georgia Southern students,
faculty and staff around campus with information
regarding the services that Safe Haven provides.
● Primary Message: Safe Haven offers a variety of free
services to anyone in need.

18. Media Pieces
● Media Piece: T-shirt design
● Purpose: To incentivize students to learn
more about what Safe Haven has to offer
and for them to wear the shirts around
campus so more people can hear about
Safe Haven
● Primary Message: To promote awareness
of Safe Haven among students and faculty
on Georgia Southern’s campus

19. Media Pieces
● Media Piece: Flyer
● Purpose: To define domestic violence so that
individuals are familiar with what domestic violence
actually means.
● Primary Message: The definition of domestic violence

20. Budget

21. Budget cont.

22. Budget cont.

23. Recommendations for Implementation
● This campaign will begin August 1, 2022 and end November 30, 2022. Tactics are provided
throughout the campaign to help successful met each objective
● August 2022
○ Safe Haven members will begin with creating an Instagram account
○ Start posting graphics and posts on their social media accounts - refer to calendar
○ Social media posts, TV ads, and flyers will be made through Canava
○ Safe Haven will need to register for the Boro Browse event
○ Safe Haven will need to reserve for a tabling slot at Georgia Southern’s Rotunda
○ Safe Haven will also need to prepare a survey to distribute to Georgia Southern students
○ Safe Haven will create a QR code for the survey to be linked on

24. Implementation - September 2022
● A Safe Haven member will create and send out a press release to the George-Anne and other media
outlets
● Prepare all social media graphics
● Send out the QR code for the survey
● Begin passing out free t-shirts
● Safe Haven should reach out to Alpha Tau Omega about their philanthropy week by September 13
● Safe Haven should take time to start reaching out to student organizations about October being Domestic
Violence Awareness Month

25. Implementation - October 2022
● Prepare all social media posts and graphics
● A member of Safe Haven should practice for the speech that a Safe Haven representative will be giving on
October 2 and October 3 to the Greek life community
● Members of Safe Haven should attend the events hosted by ATO and post regarding ATO’s philanthropy
on Facebook and Instagram

26. Implementation - November 2022
● Continue posting on social media
● Create a benchmark survey to send out to measure the success of the campaign
○ Created through Google Forms using Safe Haven’s Gmail account
● Create a new QR code for the benchmark survey
In order to move onto the evaluation section, Safe Haven will need to look back on each tactic to see if it was
successful or not.

27. Recommendations for Evaluation
● The date to evaluate this campaign is December 1, 2022
● For the first objective - to increase awareness of the organization, Safe Haven, among the Georgia
Southern student body by 20% by November 30, 2022
○ This can be evaluated through the surveys that were sent out before and after the campaign
○ Safe Haven can increase its presence on Georgia Southern campus by partnering with more
on-campus organizations
○ Reaching out to Greek life, student run organizations asking to partner up
○ Speaking at the university during classes or career fairs
If the objectives are not met, the client should look back at all tactics for each objective to see what was
successful and what was not

28. Evaluation - Objective 2
● For the second objective - to increase awareness of what domestic violence is among Georgia Southern
students by 10% by November 30, 2022
○ This can be evaluated through the surveys that were sent out before and after the campaign
○ Safe Haven can increase its presence on Georgia Southern campus by partnering with more
on-campus organizations
■ This can be evaluated through attendance at the events
○ Reaching out to Greek life, student run organizations asking to partner up
If the objectives are not met, the client should look back at all tactics for each objective to see what was
successful and what was not

29. Evaluation - Objective 3
● For the third objective - to increase awareness among Georgia Southern students about Safe Haven’s
services by 10% by November 30, 2022
○ This can be evaluated through the surveys that were sent out before and after the campaign
○ Safe Haven can increase its presence on Georgia Southern campus by partnering with more
on-campus organizations
■ This can be evaluated through attendance at the events
○ Reaching out to Greek life, student run organizations asking to partner up
○ Speaking at the university during classes or career fairs
○ Create new graphics that are more interactive such as polls or reels
If the objectives are not met, the client should look back at all tactics for each objective to see what was
successful and what was not

30. Evaluation - Objective 4
● For the fourth objective - To have 20% of Georgia Southern’s faculty and staff become aware of Safe
Haven by November 20, 2022
○ This can be evaluated through the surveys that were sent out before and after the campaign
○ Find new locations to promote Safe Haven that is more appealing to this audience
○ Find a way to reach this audience for them to complete the survey
○ Speaking at book clubs, tabling outside of grocery stores, farmers markets, schools, youth clubs,
church, daycares
■ This can be evaluated through attendance at the events
If the objectives are not met, the client should look back at all tactics for each objective to see what was
successful and what was not

31. Evaluation - Objective 5
● For the fifth objective - to have 20% of Georgia Southern faculty and staff members become aware of
domestic violence by 10% by November 30, 2022
○ This can be evaluated through the surveys that were sent out before and after the campaign
○ Find new locations to promote Safe Haven that is more appealing to this audience
○ Find a way to reach this audience for them to complete the survey
○ Speaking at book clubs, tabling outside of grocery stores, farmers markets, schools, youth clubs,
church, daycares
■ This can be evaluated through attendance at the events
If the objectives are not met, the client should look back at all tactics for each objective to see what was
successful and what was not

32. Evaluation - Objective 6
● For the sixth objective - to have 20% of Georgia Southern faculty and staff members become aware of
Safe Haven’s services by 10% by November 30, 2022
○ This can be evaluated through the surveys that were sent out before and after the campaign
○ Find new locations to promote Safe Haven that is more appealing to this audience
○ Find a way to reach this audience for them to complete the survey
○ Speaking at book clubs, tabling outside of grocery stores, farmers markets, schools, youth clubs,
church, daycares
■ This can be evaluated through attendance at the events
If the objectives are not met, the client should look back at all tactics for each objective to see what was
successful and what was not

33. Evaluation - Objective 7
● For the seventh objective - to reach 1,000 Instagram followers by November 30, 2022
○ This can be evaluated through analytics of social media posts, such as how many likes or
comments each post got
○ This can be met by creating engaging and interactive posts that the audience can participate
in - such as reels and polls
○ Safe Haven could also reach out to student organization to post their content on their social
media
If the objectives are not met, the client should look back at all tactics for each objective to see what was
successful and what was not

34. Thank you :)
We appreciate Safe Haven and Ms. Billings for working with us!
We are so grateful for Ms. Billings and all of her help with this campaign and allowing
us to expand our knowledge and experience for campaigns.
We hope this campaign can help Safe Haven grow as an organization and reach
students who are looking for help!