Measure Up

FSU MEASURE UP CAMPAIGN CODI MIMUN || JODECI RICHARDS || MONTANA ZION CREATIVE STRATEGY I || JAEJIN LEE || APRIL 24, 2013

TABLE OF CONTENTS Key Challenges

3

Situation Analysis

4

SWOT Analysis

10

Creative Brief

11

Marketing and IMC Strategies

12

Evaluation

17

References

18

Appendix

19

2

Key Challenges

KEY CHALLENGES The Florida Center for Prevention Research (FCPR) aims to create a ninemonth social norms marketing campaign that will increase accurate perceptions and “[‌] correct misperceptions about the attitudes and behaviors that influence sexual violence (Howell 2013). The campaign should be directed towards men and women attending The Florida State University (FSU) between the ages of 18-24 in order to reinforce positive and healthy behaviors already prevalent among this population.

3

Situatio n Analysis

SITUATION ANALYSIS COMPANY The Florida Center for Prevention Research (FCPR) is a non-profit organization that functions within the Institute of Science and Public Affairs, a division overseen by FSUʼs provost. For their sexual violence prevention campaign, FSU Measure Up, the FCPR applies a social norms marketing approach to sexual violence prevention. Social norms marketing, according to Richard L. Howell (2013), the FCPRʼs Deputy Director, is “[…] an evidence based approach that promotes messages using various media and other promotion strategies to reach a target population and promote its accurate norms of health and safety.”

Basically, a social norms campaign does not advocate for any exact message, but instead looks to educate a target population about the actual current societal norms--not what said population perceives those norms to be. The FCPR seeks “to establish a reputable and respected prevention, research, and services organization. […] To provide innovative research, education, training, and technological solutions to address the challenges of substance abuse prevention and other social issues among Florida's population” (FCPR 2013).

FCPR has established numerous campaigns for various causes, of which include: Previous Projects: • FL CURED • Hospital Response Plan of Florida • Florida Substance Abuse Response Guide (SARG) • Funeral and Cemetery Training, Training and Evaluation Program • Florida Youth Prevention Delegation • Emergency Management Services • Florida Aviation • Florida Prevention System

Current Projects: • Quit Smoking Program • FSU Measure Up • The Real Project • Medicaid Reform Information, Training and Evaluation Program • MediRITE • Responsible Retailing Forum • Reduce Underage Alcohol Abuse • Red Ribbon Certified Schools Guiding Food Choices

(FCPR 2009)

4

Situatio n Analysis

INDUSTRY REVIEW & COMPETITIVE ANALYSIS Though the FCPR does not have any competitors, other universities have conducted campaigns similar to the Measure Up campaign. James Madison University began their social norms campaign—the “A Man…” project—in 1999 (Social Norms and Sexual Assault Prevention). Since then the following universities have also employed sexual violence prevention campaigns: •

University of California San Diego: Every Little BIT Counts

•

University of Michigan: I Will [2]

•

University of New Hampshire: Know Your Power [3]

•

University of Oregon: Thatʼs What He/She Said [4]

•

Ohio University: Health Alerts [5]

[1]

All of the campus-wide campaigns—including the Measure Up campaign— are local and non-seasonal affairs spanning the campuses. However, unlike the FCPRʼs campaign, the listed campaigns arenʼt confirmed as social norms marketing approaches. Also, divisions like the Florida Center for Prevention Research and the universities regulate these campaigns. This is important to note because whatever stipulations issued by the institutions will play a role in the campaign strategies. For example, some of the above campaign examples exhibit first-person (using “I” and “me”) approaches to potentially give audience members a chance to connect with the message. Some directly include the students (“What will you do?”). These trends also present the factors that may or may not affect the growth of the messages.

How much the message resonates with the student potentially correlates with the message itself (Will the audience be offended? Will they receive it well? Do they like the direct approach?), message location (Could they see it?), and message presentation (Did it catch their eye? Their ear?). Consider these factorsʼ effects when viewing the survey respondents (FSU men ages 18-24), the campaign target population (FSU attendees ages 18-24 with on-campus classes), and these groupsʼ habits (Where do they go on campus? Who do they see? What facilities do they use so that we can capture their attention?).

5

Situatio n Analysis

PRODUCT/SERVICE EVALUATION The FCPRʼs FSU Measure Up campaign uses the social norms marketing approach for sexual violence prevention education. As previously stated, this approach and campaign concentrates on increasing accurate perceptions, correcting misperceptions, and reinforcing the positive and healthy behaviors prevalent among FSUʼs male and female students.

The FSU Sexual Violence Prevention Project contains three components: (1) Campus-wide Social Norms Marketing (SNM) Campaign o Focuses on correcting student misconceptions of attitudes and behaviors that influence sexual violence.

(2) Peer-facilitated “Menʼs Workshop” o Six trained male peer educators facilitate 90-minute workshops targeted to ʻAll Maleʼ groups on campus.

(3) Campus based Community Action Team (CAT) o A component of Healthy Campus 2020 initiative that is chaired by the Dean of Students.

(Howell 2013) The social norms marketing campaign—FSU Measure Up—uses data points resulting from the FSU Sexual Violence Prevention Survey, which reported that college men consistently: •

Overestimate the prevalence of other menʼs sexual activity and number of sexual partners.

•

Overestimate other menʼs adherence to rape myths and victim blaming.

•

Underestimate other menʼs discomfort with inappropriate language and behavior toward women and willingness to intervene.

(Howell 2013)

The survey was administered during February to a random sample of 3,000 male students in the past three years. The survey administration included an introductory letter, an email invitation, three email reminders at one-week intervals, 6

Situatio n Analysis

and survey incentives. The response rates were as follows: 2010: 30%

2011: 25%

2012: 26% (Howell 2013)

FSU Measure Up has been an ongoing campaign since 2009 and still has advertisements up around campus. Some of its previous projects have been “[…] in computer labs, residence halls, on billboards, at the FSU movie theater and other various locations on and around campus” (FSU Measure Up 2013). The following are poster examples from their current campaign:

The advertisements demonstrate these four main themes: •

Consent: “Most FSU men understand the importance of getting consent before sexual intimacy.”

•

Bystander: “Most FSU men would intervene to prevent sexual harassment of sexual assault.”

•

Rape myth/Not blaming victims theme: “Most FSU men agree that blaming sexual assault victims is wrong.”

•

Sexually active: “Most FSU men are not as sexually active as you might think.”

(Howell 2013)

Because the students do not have to purchase anything, the pricing of this campaignʼs product will be free to all students at Florida State University. FSU

7

Situatio n Analysis

Measure Up will provide comfort and security to FSU students by raising social norms awareness—correcting misperceptions and revealing norms. The campaign is distributed throughout the campus and surrounding collegiate areas.

PROSPECT EVALUATION Currently, the FCPR caters its social norms marketing campaign to FSU students ages 18-24, with its potential viewers being incoming students for the fall semester. The following numbers provided by USNews.com (2013)—unless otherwise cited—help Unison Creative Agency understand FSUʼs campus and the students better. Once we have a firm grasp on our target audience, we can then properly implement our campaign and strategies. Weʼve found for the 2011-2012 academic year: • • • • • • • • • • • •

•

•

•

Undergraduate enrollment: 32,201 Female undergraduate population: 55.2% (~17,775 students) Male undergraduate population: 44.8% (~14,426 students) Students living in campus housing: 18.9% Students living off-campus: 81.1% Organizations: Over 550 Registered Organizations (Student Activities, 2013) Sororities and Fraternities: 56 total () Involved with Sororities: 18.1% of undergraduate women (~3,217) Involved with Fraternities: 15.2% of undergraduate men (~2,192) Number of events in September 2012: 126 (Calendar, 2013) Number of events in April 2013: 122 (Calendar, 2013) Fall events (Events, 2013): o Seminole Sensation Week o Homecoming o Parentsʼ Weekend o Haunted Harvest o Pow Wow Spring Events (Events, 2013): o FSU Flying High Circus o Spring Fling o Dance Marathon o Family Weekend Summer Events (Events, 2013): o Seminole Discovery o Summer Noles Year-Round Events (Events, 2013): o Market Wednesday

8

Situatio n Analysis

o Fridays at the Union These numbers justify the current use of billboards around campus (such as the one located at the corner of Macomb and Tennessee St.) and print ads (located at bus stops, in buses, in residence halls, in dining halls, and in the Student Life Cinema movie theater). However, it is also with the use of these numbers that we suggest other on- and off-campus methods.

To increase the viewing frequency and to raise awareness for the FCPR, we intend to continue placing print ads and billboards throughout campus, implement large-scale advertisements in high traffic buildings around campus, partner the FCPR with campus organizations for events, and have the FCPR sponsor campaignbased events.

9

SWOT Analysis

SWOT ANALYSIS STRENGTHS

WEAKNESSES

1. FCPR is the only source providing sexual violence statistics specifically for FSU 2. Incentives for FSU participants 3. The data support the goals for social norms campaigns

1. There is no survey inclusive of women that analyzes females’ perception of FSU men, thus making it difficult for a campaign to relate to all FSU students 2. Small budget 3. Low response rate for survey makes numbers appear unimpressive 4. Presentation of message doesn’t resonate well with students 5. Reachability: there are only a set amount of locations used for these campaigns thus not being able to reach all students

OPPORTUNITIES

THREATS

1. There are a lot of places and spaces for FCPR to insert their messages 2. Chances to thoroughly educate incoming students as a supplemental experience to the PSA campaign 3. Getting other colleges, departments, programs, and organizations involved in the campaign (e.g. orientation leaders, slut walk) 4. More interaction and involvement with students

1. Peopleʼs preconceived notions about sexual violence (e.g. personal experiences) may affect their reception of the data 2. Clutter: devices or other messages competing for the messageʼs attention 3. Studentsʼ active lifestyles prevent them from encountering and engaging in the ads

10

Creativ e Brief

CREATIVE BRIEF KEY FACT: Students garner negative or neutral feelings towards the FSU Measure Up campaign and its execution because it only supplies data points to students without revealing the significance of these numbers in terms of the social norms campaign.

CONSUMER PROBLEM: • • •

FSU Measure Up campaign advertisements are not visually stimulating and prevalent enough.

Students are skeptical of FSU menʼs sexual violence attitudes and behaviors because they feel the presented survey results are not impressive.

Students donʼt find the survey results impressive enough to warrant a campaign.

ADVERTISING OBJECTIVE: Reeducate FSU students about menʼs behaviors and attitudes towards sexual violence and prevention by juxtaposing the perceptions and realities of said behaviors and attitudes. This strategy strictly and blatantly reflects the purpose of social norms marketing, which contrasts perceptions of social norms with real social norms.

CREATIVE STRATEGY: a) The Prospect Definition FSU students who are skeptical (as students and consumers are growing more skeptical and cynical [1] [2][3] [4] [5] [6]) about the goals of and data represented in the FSU Measure Up campaign and who thus tend to reject the messages.

b) Principal Competition Growing skepticism and cynicism regarding advertising claims and survey results.

c) Consumer Benefit The new FSU Measure Up campaign will offer comfort and security in knowing that FSU menʼs intentions arenʼt what students perceive them to be.

d) Reason Why The campaign shows students how men actually behave and think in regards to sexual violence and prevention contrasted with how we believe they think and behave.

e) Mandatories The FSU Measure Up campaign must include the FSU Measure Up logo, specific data points provided by the FCPR, and the inclusion of sexual violence prevention themes.

11

Marketing & IMC Strategies

MARKETING & IMC STRATEGIES Target Audience: Florida State University students ages 18-24.

Objectives: “Our objective is to correct misconceptions about male students in regards to promiscuity and sexual violence” (FSU Measure Up, 2013).

Positioning: We want to establish ourselves as FSUʼs authority in information “[...] to promote positive behavior in order to bridge the gap between faulty assumptions and totally authentic genuineness” (FCPR, 2009).

Strategies: • • • •

Product: FSU Measure Up Place: FSU campus and the surrounding collegiate area Promotion: Refer to IMC executions below Price: Free

Theme: How you view your world is unique to you—itʼs your truth, your reality.

Rethink your reality by learning about how FSU men actually think and act when it comes to sexual violence prevention.

Slogan: Rethink Reality.

Logo:

Summary of IMC tools: • • • • • •

Partnering the FCPR with other Florida State University organizations to increase student involvement.

Events sponsored by the FCPR. Posters, billboards, print ads in the FSView & Florida Flambeau, and elevator wraps More incentives to participate in FCPR Sexual Violence Prevention Survey Promotional items such as pens, buttons and stickers with FSU Measure Up statistics Implementing an FSU Measure Up Twitter account that posts daily statistics and information about sexual violence.

12

Marketing & IMC Strategies

PUBLIC RELATIONS: Objectives: Our objective is to increase the reach of our campaign to FSU students by 20% within the nine-month campaign period. We intend to provide more opportunities for students to get involved with FSU Measure Up. We are looking to interact with the students and create a more active and proactive experience.

Consequently, the students will be able to immerse themselves in the campaign and get a hands-on learning experience.

Strategies: We plan on reaching multiple facets of FSU students by partnering with organizations[1] that are putting on events or programs. For example, setting up a booth at a residence hall event, participating in orientation with the orientation leaders, or tabling at Market Wednesday in Oglesby Union. This allows students to interact with the FSU Measure Up campaign outside of seeing posters because theyʼll already be at these events.

We will also organize campaign-sponsored events. It will be important for students to recognize the FCPR as a sole and solid entity that is capable of bringing them information without competing with other organizations for their attention.

Rationale: These strategies are necessary to employ because, currently, the FCPR has not executed an active campaign. Because “FSU has over 550 Recognized Student Organizations […],” we have the ability to reach a variety of students with different interests (Student Activities, 2013).

ADVERTISING Objectives: Our objective is to increase awareness of the misconceptions that FSU men and women have regarding the attitudes and behaviors that influence sexual violence by 15% within the nine-month campaign. Weʼre looking to increase accurate perceptions regarding FSU Men. We also aim to reinforce positive, healthy behaviors already prevalent among the target population. Furthermore, we want to contribute to an overall decline in sexual promiscuity and instances of sexual violence amongst the student population at Florida State University (Howell, 2013).

13

Marketing & IMC Strategies

Strategies: In order to reach our set objectives, we must tactically position our advertisements effectively and efficiently. Therefore, we believe advertisements[1], such as posters, billboards, print ads, and elevator[2]/automatic door wraps, must be strategically placed in and around the campus area. The advertisements will be captivating and visually appealing in order to resonate well with the FSU students.

The advertisements will also be informative as well as creative. The billboard advertisements will be positioned in high traffic areas around campus. Elevator wraps will be placed in frequently accessed buildings throughout campus such as within the stadium, HCB, and libraries (Strozier and Dirac).

Rationale: While FSU Measure Up advertisements are currently located in hightraffic areas such as resident and dining halls, and buses, we believe that there are high-traffic areas left untouched by the campaign that could really benefit the FCPR. For example, according the FSU libraries website: •

Strozier typically gets 6000-10,000 visitors per day when open 24 hours, and around 3000-5000 when open limited hours

•

Dirac gets about 800-2000 visitors per day.

•

An average of 40,000 people a week enter the library buildings.

(The FSU Library)

These numbers mean that approximately 19-31% of FSU students visit Strozier per day, a statistic too high to ignore the library as a viable campaign location.

SALES PROMOTION Objectives: Our objective is to increase the amount of participants of FSU male students who participate in the FCPR sexual prevention surveys by 15% within the survey administration months (February-April). We also seek to, respectively, increase students awareness of and participation in the FSU Measure Up campaign and any events it sponsors or partners with by 10%.

Strategies: We want to provide more incentives for those who participate in the survey and give out promotional materials to those who attend our sponsored

14

Marketing & IMC Strategies

events. The survey currently enters male students into a raffle to receive “six $100 Gift Cards to University Bookstore” (Howell, 2013). However, we think other incentives that cater more to the student lifestyle for items such as food may attract more participants. By soliciting donations from local businesses that are on or around campus (e.g. Tomahawk Sports Bar & Grill, Student Life Cinema, Publix, Atomic Café, Pitaria, Chiliʼs, AMC Theaters, Mr. Robotoʼs Tokyo Grill, etc.), we can provide as many incentives as possible to give more people chances to win.

We also want to give out various promotional items (e.g. pens, buttons, stickers, pins, Frisbees, cups, bracelets, and sunglasses

[1][2]

) with the FSU Measure

Up logo and sexual violence prevention statistics that could be handed out at FSU Measure Up events.

Rationale: If we are able to increase the amount of participants in the survey, then the statiistcs used in our advertisements will represent a more detailed population of students at FSU because, as of yet, some FSU students donʼt find the numbers impressive. Also, student interaction with promotional items that they may use everyday can further drive home the FSU Measure Up campaign message.

SOCIAL MEDIA Objectives: Our objective is to increase social media presence by 30% among FSU students regarding sexual violence prevention within the nine-month campaign period.

Strategies: We plan on creating a Twitter page called FSU Measure Up (@fsumeasureup)[1]. We intend to daily deliver factual information and statistics regarding sexual violence prevention. In order to stimulate conversation, we will respond to any questions and comments regarding sexual violence, FSU men, our events, the survey, the campaign, etc.

Rationale: Twitter is an exponentially growing social platform. With over 300,000 new visitors a day, Twitter is too large a social phenomenon to ignore it as a campaign option (Bennett, 2012). Additionally, the official Florida State University

15

Marketing & IMC Strategies

Twitter page alone has over 15,000 followers and could be used as a springboard to connect with students through promoted posts and retweets about the FSU Measure Up Twitter page. FSU Measure Up Twitter could become an influential and informative basis for students to connect with.

16

Evaluatio n

EVALUATION PUBLIC RELATIONS In order to measure the success of our marketing-oriented public relations strategies, we intend to document which of the organizations have agreed to become involved with the FPCR, as well as keep track of the number of students attending our informational table and events with a mechanical counter.

ADVERTISING We intend to measure the effectiveness of our print advertisements, billboards and elevator wraps by concept testing via survey blasts to various colleges at FSU. Concept testing our advertisements will prove if our messages are resonating well within the FSU student body.

SALES PROMOTION One of our sales promotion goals is to increase the amount of participants by providing incentives for students to participant. Therefore, in order to determine the success of our sales promotion, we will measure the respondents that are participating in the surveys. Another way in which we will measure sales promotions is by monitoring the amount of pins, stickers, and pens that are distributed.

SOCIAL MEDIA Creating a Twitter account is our primary social media strategy. To calculate the success of our Twitter campaign, we will be measuring the traffic of our account. We will keep track of the impressions by identifying the number of students who follow the account, the number of retweets, the number of mentions, as well as the number of tweets “favorited�.

17

References

REFERENCES Bennett, S. (2012, November 8). Twitter Facts And Figures 2012. All Twitter.

Retrieved April 17, 2013, from http://www.mediabistro.com/alltwitter/twitterstats-2012_b30967 Calendar - All Categories (2013). The Florida State University Calendar. Retrieved April 16, 2013, from http://calendar.fsu.edu/Lists/Calendar/calendar.aspx Events. (2013). Oglesby Union at The Florida State University. Retrieved April 16, 2013, from http://union.fsu.edu/events FCPR. (2009). Florida Center for Prevention Research. Retrieved April 2, 2013, from http://fcpr.fsu.edu/ FSU Measure Up. (2013). FSU Measure Up. Retrieved April 2, 2013, from http://fsumeasureup.com/ Howell, R. (Director) (2013, February 6). A Social Norms Approach to Sexual Violence Prevention At Florida State University. Creative Strategy I. Lecture conducted from Florida State University, Tallahassee, FL. Nole Central Organizations. (2013). Student Groups. Retrieved April 17, 2013, from http://studentgroups.fsu.edu/organizations Office of Greek Life. (2013). Office of Greek Life. Retrieved April 17, 2013, from http://greeklife.fsu.edu/ Social Norms and Sexual Assault Prevention. (2013). National Social Norms Institute. Retrieved April 2, 2013, from http://www.socialnorms.org/CaseStudies/sexassaultprev.php Student Activities | Organizations and Involvement. (2013). Oglesby Union at The Florida State University. Retrieved April 17, 2013, from http://union.fsu.edu/sac/involvement/ The FSU Library | University Libraries History Series | Part 6. (2013). FSU Libraries.

Retrieved April 17, 2013, from http://www.lib.fsu.edu/ulibraries/

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References

APPENDIX SITUATION ANALYSIS: COMPANY 1.

4.

2.

3.

5.

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Appendix

CREATIVE BRIEF 1. Brooks, D. (2013, March 29). Today始s cynical, disillusioned college students. The Seattle Times. Retrieved April 11, 2013, from http://seattletimes.com/html/opinion/2020671291_brookscolwonkstersxml.ht ml 2. Consumers Say They Don始t Trust Claims Made in Ads. (2013, January 4).

MarketingCharts. Retrieved April 11, 2013, from http://www.marketingcharts.com/wp/direct/consumers-say-they-dont-trustclaims-made-in-ads-25893/ 3. Guastello, D., & Peissig, R. (1998). Authoritarianism, Environmentalism, and Cynicism of College Students and Their Parents. Journal of Research in Personality, 32(4), 397-410. Retrieved April 10, 2013, from the ScienceDirect database.

4. Obermiller, C., Spangenberg, E., & MacLachlan, D. L. (2005). Ad Skepticism: The Consequences of Disbelief. Journal of Advertsing, 34(3), 309-324.

Retrieved April 10, 2013, from the JSTOR database.

5. Wasserman, T. (2013, March 21). Report: 70% of Consumers Trust Brand Recommendations From Friends. Mashable. Retrieved April 11, 2013, from http://mashable.com/2013/03/21/70-percent-brand-recommendationsfriends/ 6. Zehra Rizvi, S. N., Sami, M., & Gull, S. (2012). Impact of Consumer Involvement on Advertising Skepticism: A Framework to Reduce Advertising Skepticism.

Interdisciplinary Journal of Contemporary Research in Business, 4(8), 465472. Retrieved April 10, 2013, from http://journal-archieves26.webs.com/465472.pdf

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Appendix

MARKETING & IMC STRATEGIES: PUBLIC RELATIONS 1. Organizations for Potential Partnerships • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • •

A Women's Pregnancy Center at Florida State Black Student Union C.Y.P.H.E.R. Hip-Hop Culture Club (C.Y.P.H.E.R.) Caring and Helping in Community Service (C.H.I.C.S. @ FSU) Crenshaw lanes Dance Marathon at Florida State University (Dance Marathon) Division of Student Affairs Freshman, Sophomore, Junior, and Senior Student Councils Gays, Lesbians, and Allies Advancing Medicine (GLAAM) Healthy Campus 2020 Student Task Force (HCS Task Force) Homecoming Honors Student Association Impact Inter Residence Hall Council (IRHC) Interfraternity Council (IFC) Lady Spirithunters Men Advocating Responsible Conduct (MARC) Multicultural Greek Council (MGC) National Pan Hellenic Council (NPHC) National Residence Hall Honorary (NRHH) Panhellenic Association at FSU (Panhellenic) PeaceJam FSU Pride Student Union (PSU) Progressive Black Men, Inc. Red Cross Noles (RCN) Relay For Life (Relay) SAFE Connection Seminole Night Life SISTUHS Incorporated at Florida State University (SISTUHS, Inc.) SLC Film Committee (Film Committee) SLC Game Committee (Game Committee) SOAR Board Student Activities Center (Student Activities) Student Alumni Association (SAA) Student Government Association (SGA) Student Government Association Office of Servant Leadership (SGA Office of Servant Leadership) Student Government Association Student Assistance Center (SGA Student Assistance Center) Student Life Cinema (SLC) Students Taking Action Against Abuse at Florida State University, a Recognized Student Organization (STAAA) The BIG Event The F-Word (f-word)

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Appendix

• • • • • • • • •

The Ignite Party (Ignite) The Legacy Society The National Association for the Advancement of Colored People (NAACP) The National Council of Negro Women (NCNW) The Yeti Union Board Union Productions (UP) Women Student Union (Women's Center) WVFS Tallahassee 89.7FM (V89) (The Voice of Florida State - FSU College Radio)

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Appendix

MARKETING & IMC STRATEGIES: ADVERTISING 1. Advertisements:

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2. According to communications with FSU Facilities and Strozier administration, you must contact the following people to get permission to use the elevators. We suggest informing these contacts that the Florida Center for Prevention Research is a nonprofit institution with a Florida State University foundation because it appears these contacts may believe that this is a for-profit organization trying to gain access to its facilities. This assumption is based on email correspondence. Contact: •

Bill Miller—Elevator Coordinator (850) 408-5442 wgmillwe@admin.fsu.edu

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Appendix

•

Thomas Shewan—Director, Maintenance (850) 645-6466 tshewan@admin.fsu.edu

•

Denniss Bailey—Associate Vice President, Facilities Admin Services (850) 644-8136 dbailey@fsu.edu

•

Ken Smith—Facilities Manager for FSU Libraries (850) 644-6323 jksmith@admin.fsu.edu

•

Westcott

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Appendix

MARKETING & IMC STRATEGIES: SALES PROMOTION 1. Promotional Materials

2. Promotional Items Retailers • http://www.branders.com/media/florida/promotional-items-tallahasseefl.htm •

http://www.clothesline.net/

•

Full Press Apparel 645 W. Gaines Street Tallahassee, FL 32304 (850) 222-1003

•

FASTSIGNS® Tallahassee 1920 N. Monroe St. Tallahassee, FL, 32303 (850) 894-2400

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Appendix

MARKETING & IMC STRATEGIES: SOCIAL MEDIA 1. The Twitter Page

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Appendix

The Sexual Prevention Survey Administration • Random sample of 3,000 Male Students •

Survey Administered During February

•

Introductory Letter, Email Invitation, 3 Email Reminders at One-Week Intervals

•

Survey Incentives: Six $100 Gift Cards to University Bookstore

•

Response rates: o 2010: 30% (902/3,000) o 2011: 25% (728/3,000) o 2012: 26% (780/3,000)

Data Points—2012 Survey • Most FSU Men are caring and responsible ...and are not as sexually active as you might think o 55% of Men surveyed reported having had sex two or fewer times a month o 77% of FSU Men surveyed reported having had two or fewer sexual partners in the last year •

Most FSU Men are caring and responsible ...and understand the importance of getting consent before sexual intimacy o 92% of FSU Men surveyed reported that they would stop the first time their date said ʻnoʼ to sexual activity o 94% of FSU Men surveyed reported that it is important to get consent before sexual intimacy o 92% of FSU Men surveyed reported that they would stop sexual activity when asked to, even if they were already sexually aroused

•

Most FSU Men are caring and responsible ...and would intervene to prevent sexual harassment or sexual assault o 93% of FSU Men surveyed reported that they would respect and admire someone at FSU who intervened to prevent abuse or sexual assault o 95% of Men surveyed reported that they would do something to help if they saw a woman who was being physically or emotionally mistreated

•

Most FSU Men are caring and responsible ...and agree that blaming sexual assault victims is wrong

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Appendix

o 91% of FSU Men surveyed agreed that even if a woman has her clothes off, she still has the right to say no to sex 72% of FSU Men surveyed agreed that consent to have sex is not implied just because a woman is willing to go home with a man

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