1. Problem Statement/ Summary
Your organization, Safe Passage, has asked us to create a comprehensive public relations plan
to effectively communicate the short and long term effects domestic violence has on children in
Southeast Indiana--focusing on the six counties of Ripley, Jefferson, Dearborn, Franklin, Ohio
and Switzerland. This plan will effectively communicate the strengths of your organization, and
how to best reach the key publics.
Research
Formal, Primary
o Surveys
Two online surveys were conducted to gain a better understanding of the
level of knowledge held by the community. Specifically to gauge the
general awareness levels of the short and long term effects domestic
violence has on children.
Community Survey: A survey was taken by 70 people in Indiana
via Survey Monkey. We used the survey to gauge how aware
community members are of the short and long term effects of
domestic violence. We also wanted to gain an understanding of
how aware community members are of Safe Passage Inc. or
similar organizations.
School Personnel Survey: A survey was taken by 64 elementary
school personnel via Survey Monkey. The survey was used to
gain an understanding of how aware elementary school staff is of
Safe Passage. Through the survey, we gained an understanding
of the school personnel’s knowledge of what to do in the event of
an abuse situation and how familiar they are with the signs of
domestic violence.
Informal, Primary
o Interview
We interviewed Cassidy Kormann to gain a better understanding of the
various ways domestic violence affects children. She worked at
Neopolitan Lighthouse in Chicago, Illinois as a children’s counselor for 18
months and currently works at Chicago Behavioral Hospital in Des
Plaines, Illinois. She was able to inform us of the most prominent effects
that domestic violence has on children and how it progresses at they
become older. We also wanted to gauge how widespread the lack of
knowledge about domestic violence and strategies her organization has
found useful to work with the community.
She worked with children between the ages 0 to 17 years at the
Neopolitan Lighthouse, and now has a stronger focus on adolescents in
the hospital. Through this interview we gained an understanding that
children and adolescents have very similar coping mechanisms and
effects, but the outbursts are much larger and damaging as they become
older.
Formal, Secondary
o Database Analysis
We analyzed the Safe Passage database in order to obtain a better
understanding of Safe Passage’s current shelter statistics, public
outreach methods and community involvement.
2. We wanted to gain an understanding of how often Safe Passage’s
services are used and what statistics the organization has
gathered regarding domestic violence.
To gain a better understanding of domestic violence, we analyzed
statistics of violence throughout the state of Indiana. By looking at the
state of Indiana’s Child Protective Services site, we gained a better
understanding of the prevalence of domestic violence in Indiana.
o Content Analysis
We analyzed the content of three organizations similar to Safe Passage.
By looking at the websites and media presence of these organizations,
we were able to gain a better understanding of the efforts made to grow a
credible program supporting the education of domestic violence.
Our content analysis also gave us a better understanding of the way
organizations work in order to protect those seeking its shelter.
Key Findings
Only 11 percent of people in the counties served by Safe Passage knew of the
organization, but had to be prompted with the name to recall the name of the
organization.
60.4 percent of parents or guardians are not aware of domestic violence cases in their
community involving children.
56 percent of school staff have either seen domestic violence firsthand or heard about
domestic violence from colleagues.
71 percent of those aware of Safe Passage were also aware of a case of domestic
violence and children in his/her community.
60 percent of parents and guardians said they are aware of the short and/or long term
impact domestic violence has on children who encounter it.
o 35 percent of those who claimed they were aware were unable to list any effects
domestic violence has on children.
Only 41 percent of parents are aware of organizations that provide resources for those
who are affected by domestic violence.
71 percent of school staff can identify signs of domestic violence in children.
Publics
Primary:
o Parents and guardians in any of the six counties Safe Passage works with who
have children in kindergarten through sixth grade.
We chose to focus on parents and guardians of children because this
group had the lowest percentage of awareness regarding the long and
short term effect domestic violence has on children. This public also has
the most interaction with, and influence on, children.
o Community members that have direct contact with children who are in
kindergarten through sixth grade living in any of the counties Safe Passage
services.
Through our research we found that community members are not aware
of the short or long term effects of domestic violence on children who
encounter it. Because of this, we chose community members as our
primary audience, to better interact with the community Safe Passage
serves.
Secondary:
o Teachers of children grades kindergarten through six living in any of the six
counties Safe Passage serves.
3. Through our research we found that teachers have a high interaction rate
with children, but also have a high awareness rate of the effects domestic
violence has and can notice signs of domestic violence. Considering
teachers interact with students and parents on a regular basis, they have
a direct communication between the two publics.
Intervening
o Children in kindergarten through sixth grade living in any of the six counties Safe
Passage serves.
It is necessary to teach the children about this topic, and they will benefit
from the information in the end. However, parents or guardians,
community members and teachers are influencers of children.
Goal
To increase awareness about the effects of domestic violence on elementary aged
children within the counties that Safe Passage services.
Objectives
Increase the awareness of Safe Passage among community members in one of the six
counties it serves from 11 percent to 30 percent by January 2018.
Increase the awareness of domestic violence effects among community members from
39.6 percent to 52 percent by January 2018.
Increase the knowledge of specific effects domestic violence has on children among
parents from 35 percent to 51 percent by January 2018.
Key Message
Domestic violence has both short and long term emotional, psychological and physical
effects on children.
Safe Passage is dedicated to educating the community and preventing the lasting
effects of domestic violence.
Strategy
Using a combination of traditional media and communication techniques we will increase
the awareness of the effects domestic violence has on elementary aged children in the
counties that Safe Passage serves.
Tactics
Website
o New logo
Keeping the meaning of the current logo in mind, we designed an
updated version that will help Safe Passage become more recognizable
as an organization and brand. The image of a roof represents safety and
shelter, two concepts that coincide with the Safe Passage’s efforts. We
chose to keep the tag line “help, heal, hope” represented as the smoke
coming out of a chimney, one of the warmest parts of the home, as it is a
recognizable and meaningful message to Safe Passage.
o Redesign
After conducting a content analysis of the Safe Passage website using
eye tracking software, we came to the conclusion that the site is well
organized overall. We developed a new interface and interactive tool bar
that will launch in early January 2017 and includes the following
improvements:
Including a “History” versus “About Us” tab. When looking for the
organization’s goals and values many look in the about us tab but
were confused because the “Our Story” tab was about the history.
4. Incorporating a search bar for users to find information quicker.
A “Campaigns” tab would allow for the users to find the marketing
content more easily. This tab could include campaigns such as the
100 Men.
Verbal feedback suggested that the site could improve with a less
cluttered header as well as showcasing the mission statement.
In order to produce these improvements we will hire a qualified student
intern to work with Safe Passage to code and aid the redesign of the
website. Hiring an intern will reduce the cost of the redesign and give the
website the dedication and care it needs. The internship will offer
students class credit and provide them an opportunity to build their
credentials.
Through our content analysis of the website, we found one of the most
important parts is the “exit site” button located in the upper right hand
corner of the interface. By clicking this button, visitors are taken away
from the site, and the information is cleared from the history browser.
Considering the safety of Safe Passage’s clients, we felt this is an
important feature to keep on the new interface.
Print
o Bus Shelter Advertisement
We will place a print ad on the side of three bus shelters in high traffic
areas of each county Safe Passage services, for a total of 18 bus shelter
advertisements. This advertisement will feature the face of a young girl
on the left side and a bruised woman on the right side, displaying the
cycle of abuse. The copy will read “30 seconds of talk → 30 minutes of
abuse → 30 years of trying to break the cycle. Don’t Wait. Call.” The
helpline featured on the Safe Passage’s webpage. This messaging
illustrates how impulsive actions of abuse can have a long-term effect.
Based on our research, children of domestic violence are three times
more likely to repeat the cycle in adulthood, causing us to include the
repetition of the “three” within our advertisement.
This will resonate with our primary audience of parents and community
members who have direct interactions with children.
o Take-Home Pamphlet
Our research shows Safe Passage is currently working to integrate the
Search Institute’s 40 developmental assets in several schools in the
counties served. We will expand this initiative by educating our primary
audience through take home pamphlets focusing on the developmental
assets. These pamphlets will encourage parents and guardians to
promote healthy lifestyles within the home and to help build strong
character traits in their children. Information regarding the pamphlets will
be sent home in a newsletter at the beginning of the year.
The eight categories include: Support, Empowerment; Boundaries
& Expectations; Constructive Use of Time; Commitment to
Learning; Positive Values; Social Competencies; Positive Identity
The parents will receive the card from their children once a month and be
asked to practice or teach the information on the pamphlet. By the end of
the month, the student will be required to return the card to their teacher
signed by their parents.
Marketing Campaign - “You Never Know Who’s Watching”
o Video
5. We created a one minute video public service announcement (PSA) that
shows how domestic violence affects more than those who directly
experience it. In order to raise awareness of the short and long term
effects of domestic violence, we developed a video concept that would
highlight these effects on children.
The video shows a young boy watching his parents who are in a
domestically violent relationship. In turn, he repeats similar
aggressions towards a little girl on the playground. As the video
progresses, the dad and boy become increasingly aggressive. It
ends with the boy unaffected when his mother gets slapped. The
screen fades to black with a statistic and the title of our campaign,
“You Never Know Who’s Watching.”
The video will be distributed on Facebook, the Safe Passage site as well
as through various news outlets. We plan to send the video PSA to local
news stations such as WLWT, WCPO and Local 12. As the campaign
progresses, we will create a variety of similar videos, as well as 30
second versions that can be used as television commercials.
While developing the video, we kept our primary audience of parents or
guardians of elementary aged children in mind. However, the general
community will be able to resonate with the concept of a child being
influenced by his/her parents or guardians.
o Billboard
In order to “hype” up the video and increase awareness about its launch,
we will create a billboard ad with a call-to-action to visit
safepassageinc.org--where the video will be found. It will showcase a
young child with a black background and white text reading, “You never
know who’s watching” across the top. Along the bottom corner it will read,
“Find out why at safepassageinc.org.”
One billboard will be placed in each county for a month’s time and will
coincide with the video launch.
o Stickers
We will create stickers to hand out to community members and children.
We are confident that this will spread the message about the campaign
because of the “trend” to put stickers on personal items such as phone
cases, laptops, planners, water bottles, etc. In addition to this, these
stickers will be placed all over various towns on walls, telephone poles,
street signs, etc.
The stickers will be black and circular with the message “You never know
who’s watching” in white type. The website will be placed at the bottom of
the sticker.
o Inspiration Board
We will place six blackboards in central locations throughout the six
counties. These boards will read “Who inspires you?” at the top, opening
up the opportunity for community members to write the names of people
who inspire them. After two weeks we will go back and place a sign
saying “You never know who’s watching” emphasizes the positive
influence that people can have on others. The Safe Passage website
safepassageinc.org will be featured on the sign at this time as well.
The website will have an update at this time to incorporate this positive
campaign on it’s main landing page.
6. This interactive activity will have an inspirational appeal to the audience
on a subject that is otherwise difficult to discuss.
Media Relations
o “Mommy Blog”
We will send a pitch letter to local Indiana “Mommy Blogs” detailing Safe
Passage’s campaign to spread awareness about the effects domestic
violence has on children. This will include a colorful infographic detailing
the eight categories of the developmental assets for the bloggers to use
as a reference in their post. This post will deliver the “parenting advice”
content that “Mommy bloggers” like to share with their readers. We will
reach out to An Indiana Mom!, Baby Blythe Blog, Mom For Less, Creating
a Better Tomorrow, Indiana Anna, and Our Little Monkeys, all certified
Little Indiana bloggers. Through the blogs we will be directly interacting
with our primary public of parents or guardians with children in
kindergarten through sixth grade in Southeast Indiana.
Event
o “Brunch & Learn”
Safe Passage will hold “Brunch & Learns” within each county for parents
or guardians and community members to learn about the effects domestic
violence has on children. These will be held once a month throughout the
year for a total of two times in each county in community centers or areas
that provide free space. The “curriculum” for this will parallel what Safe
Passage teaches in its schools, but the content will be tailored to
community members as well as parents or guardians.
Community Outreach
o Representatives from Safe Passage will visit community
centers to share information about the “Brunch & Learns”
to promote awareness about the event and the
organization. These visits will be at churches, YMCA’s,
public libraries, and other community centers. Flyers will
also be posted throughout the community.
o These events will specifically work to benefit our primary
publics of community members, parents or guardians in
the counties served by Safe Passage.
Brochures
In order to promote the “Brunch & Learn” sessions throughout
communities, we will pass out brochures containing information
about Safe Passage and the local “Brunch & Learn” to community
members. We will also have these posted in popular areas around
each county and hand them out at community centers such as the
YMCA, Churches, etc.
7. Timeline
January 2017
o 1: Begin Brunch & Learn series
o 30: Billboards Start
o 30: Video Launch
February 2017
o 1: Begin 40 Developmental Asset Pamphlets
o 15: Start Bus Stops
o 30: Billboards End
March 2017
o 20: Begin Mommy Blog Pieces
April 2017
o 2: Begin Sticker Campaign
o 20: End Bus Stop Ads
November 2017
o End Sticker Campaign
December 2017
o 5: End Mommy Blog Pieces
o 10: End 40 Developmental Assets Pamphlets
o 31: End Brunch & Learn series
January 2018
o 1: End Plan
8. Budget
Product Price Quantity Total
Digital Advertising
Facebook Video distribution costs (CPC) $ 0.28 5,000 $1,400
Print Advertising
Bus Stop Advertisements $150
For 4 weeks
18 $ 2,700
Printing of Bus Shelter Ads $100 18 $1,800
40 Developmental Assets Printing $1 per pamphlet 1,600 $1,600
40 Developmental Assets Parent Newsletter $ 0.19 1,680 $319.20
Interactive Marketing
“Stickers” .08 1000 $84
Billboard Advertisement $250 per
billboard
6 $1,500
Inspiration Board-4ft x 8ft plywood $14.55 6 $87.30
Chalkboard Paint $9.00 for 29oz 6 $54
Chalk Pens $4.99 for 4 6 $29.94
Community Involvement
Brunch & Learn Catering (Bob Evans
breakfast)
$180 12 $ 2,160.00
Brunch & Learn Brochures $ 0.22 1,000 $220
Total: $11,954.44
9. Evaluation
Website Analytics
o We will analyze the number of page visits to the Safe Passage website before
and after the website redesign, to determine the effectiveness of the plan.
o We will conduct another content analysis using eye-tracking software after the
redesign of the website to determine the effectiveness of this tactic.
o If 70 percent of those tested with the eye-tracking software after the redesign are
able to complete tasks quicker than they completed them before the redesign
then we will consider this tactic to be a success.
Take-Home Pamphlet
o The number of completed pamphlets that are returned to teachers with parent
signatures will be a measure of how many families are integrating the 40
developmental assets into their home lives.
o If 62 percent of students bring back a signed pamphlet then we will consider this
tactic to be a success.
Media Outreach
o The traffic to the post regarding Safe Passage and the 40 developmental assets
on the “Mommy Blogs” will determine the success of this tactic. We will also track
the clicks from the blogs to the safepassageinc.org.
o If 20 percent of “Mommy” bloggers respond to, and post about the 40
developmental assets, we will consider this tactic a success.
o If we have 40 percent of the readers click through to safepassageinc.org we will
consider this tactic to be a success.
“You Never Know Who’s Watching” Campaign
o Within the first two weeks of our “You Never Know Who’s Watching” campaign,
we will track the number of visits to safepassageinc.org.
o By measuring the number of viewers, shares, and levels of engagement through
likes and comments on Facebook, we will be able to further monitor the success
of our PSA through social media.
o If 40 percent of those who see the Facebook post interact with it then we will
consider this tactic to be a success.
Event Attendance
o The number of attendees at the “Brunch & Learn” events is a direct measure of
community awareness and will indicate the effectiveness of the events.
