The aim of this public relations campaign is make CSUSB a safer place by decreasing the amount of violence on the CSUSB campus. In addition to making the campus safer, we also want to build the perception of CSUSB as a safe campus to students, faculty and staff.

1. CSUSB Safety Campaign
SONDRA RIEHART
ANDREW REVELES
MARK MASCETTI

2. Executive Summary
Safety is a major concern for most college students, faculty and
staff
◦ Essential in student enrollment and retention
Recent uptake in violence had made it more important than
ever to increase awareness of existing safety programs, along
with the development of new ones
Aim of this campaign:
◦ Decrease violence on campus
◦ Increase perception of safety on campus

3. Executive Summary
How will we do this?
◦ Coyote Watch App
◦ Safety Tips posters and table signage
◦ Safety seminars
How will we pay for it?
◦ Temporary funding from CSU Board of Trustees
◦ Paid back after $10 quarterly tuition increase for 1 academic year

4. Situation Analysis
2011 – CSUSB ranked as 2nd safest
public school in California
2013 – CSUSB ranked 188th
Winter 2015 Quarter
◦ Multiple strong arm robberies
◦ Carjacking at gunpoint
◦ Attempted rape
◦ Attempted abduction
◦ Successful abduction
Crime Statistics

5. Campaign Objectives
Goals
◦ Make CSUSB a safer place!
◦ Increase the reputation of safety on
campus!
Short-Term = 1 Year
◦ Lower violent crime rate by 25%
◦ Earn 4,500 app downloads (25% of student
population)
Long-Term = 5 Years
◦ Lower violent crime rate by 50%
◦ Earn 9,000 app downloads (50% of student
population)

6. Audience Determination
CSUSB Community

7. Campaign Strategy
Understanding the necessity of campus
safety
Key Partnerships with local law
enforcement
Seminars
Signage
Digital presence

8. Campaign Tactics
Campus Poster Table Signage
Traditional: Seminars Posters Signage Campus lighting

9. Campaign Tactics
Digital: Coyote Watch Application Social Media Integration
Coyote Watch App Social Media Integration

10. •Begin development of
Coyote Watch App
•Begin replacing and
adding lights throughout
campus
•Begin creation of the
online interactive
student safety video
July 1st, 2015
•Begin design and
print of posters
and table signage
•Open access to the
online interactive
student safety
video
July 15th, 2015
•Launch poster and
table signage
campaign
throughout campus
August 1st,
2015
•Host safety
seminar at all SOAR
events
August 15th,
2015 •Launch Coyote
Watch app
•Begin social media
outreach
September 1st,
2015
• Reach 1,500 app
downloads
• Evaluate effectiveness
of campaign and make
necessary adjustments
December
2015
• Reach 3,000 app
downloads
• Evaluate effectiveness
of campaign and make
necessary adjustments
March 2016
• Reach 4,500 app
downloads
• Final evaluation on
effectiveness of
campaign
June 2016

11. Budget: Area of Funding
Immediate loan from CSU Board of Trustees, paid back 1 year
later
Tuition increase: $10 addition to “other fees” per quarter listed
as “Safety Campaign”
◦ 18,000 students x 3 quarters x $10 = $540,000

12. Overall Budget Breakdown
Personnel Costs: $324,000
Program and Production
Costs: $156,600
Administrative Costs: $5,400
Contingency Fund: $54,000

13. Evaluation
On-Going
◦ Continual analysis of criminal statistical data
◦ 2013: Six aggravated assaults took place on campus, two per quarter
◦ Winter 2015: Three cases of aggravated assaults (Increase of 50%)
Audience Feedback
◦ Qualitative Research: Focus groups of students and faculty
◦ Incentive: Chance to earn preferred parking
◦ Quantitative Research: Distribute safety questionnaire forms to students with SOTE forms
◦ Ask students to only fill one form a quarter, if they have done it in another class, please leave
blank
 Before-and-After Comparison
◦ Statistical data analysis from start of campaign to end of campaign via SOTEs
◦ Crime report analysis
◦ Focus groups of students/faculty