Spring 2013 Strategic PR in a Digital Environment

Virginia Longitudinal Data System Strategic Communications Plan Virginia Commonwealth University MASC 671 Professor Sean Stewart

Briana Williams Candace Parrish Jose Menjivar Kelsey Leavey Kristen Fisher Latoshia Love Megan Burns Vanessa Copeland Yun Cheng

Table of Contents Client Description / Vision / Opportunity Statement Research General Survey Logo Survey SLDS Comparative Research Key Publics Goal Researchers Legislators Partners and the Media Citizens of Virginia Appendix

Client Descripti n The Virginia Longitudinal Data System (VLDS) tracks and connects education demographics from grades K-12 and in-state colleges to the workforce in Virginia.

Virginia began establishing a statewide longitudinal data system in 2002. Since then, the system has evolved significantly to enable the Commonwealth to meet state and federal reporting requirements while providing significant data and information to educators throughout the Commonwealth. The VLDS project began in 2010 and was developed through a partnership among the Governor’s office and Virginia’s education, workforce and information technology agencies to propel Virginia’s data collection, reporting and analytic capabilities far beyond current capacities. Funding was achieved through application to the United States Department of Education Statewide Longitudinal Data System program. [Appendix 1]

Visi n We will improve the way education and workforce decisions are made and how research is formulated, in an effort to advance the lives of Virginia’s citizens.

pp r tunity There is an opportunity for VLDS to expand awareness among key stakeholders, in order to ensure continuous improvement in Virginia’s education system and related state services.

Research Methodology Three approaches were taken in order to gauge knowledge of longitudinal data systems in general and to understand how other states are communicating about their programs.

General Survey The purpose of the survey was to understand perceptions of state longitudinal data systems. The survey results will help VLDS improve its marketing communication strategies. Due to the time constraints of producing results, a convenience sample was used. The survey was posted on Amazon’s Mechanical Turk and sent to online contacts of students in the strategic communications graduate program (STRAT PR) at VCU. A total of 83 respondents completed the survey.

[Appendix 5] General Survey Key Findings -Seventy-two percent of respondents stated they did not know the meaning of the term “big data.�

-Sixty-one percent of respondents stated they were interested in research reports created from state longitudinal data systems.

-A majority of respondents felt that having more information related to educational outcomes allows lawmakers to make more informed decisions when allocating funding, with 37 percent stating they strongly agree and 49 percent stating they agree.

-Fifty-four percent of respondents stated that information from a longitudinal data system would be useful in making future education choices.

Logo Survey Key Findings The purpose of the logo survey was to determine which logo created by The Hodges Partnership would best represent VLDS. The survey was arranged in a ratings format and opened with a thank you and a brief description of what the survey content was being used for in regard to a “data system that can be used by researchers to track education and workforce information.”

Participants were given the option to rate three different logos according to whether they felt that they were unique, interesting, and memorable. In addition, demographic information was gathered such as age, race, gender, geographic region and the highest level of education. Participants were also allowed to make any comments or suggestions on the logos presented, as well as the survey in general.

The survey was created using SurveyMonkey, posted on Amazon’s Mechanical Turk site and sent to online contacts of students in STRAT PR. [Appendix 6] Logo Survey Based on the survey results, the following logo was chosen as being the best to represent the data system

-Fifty-six percent of respondents preferred the above logo.

-Seventy-three percent agreed and 16 percent strongly agreed that this logo was an: “excellent representation of the data system.”

-Seventy-one percent agreed and 14 percent strongly agreed that this logo was memorable.

SLDS Comparative Research Based on STRAT PR research, no shining stars were found. None of the states exemplified best practices.

However, the research showed what to avoid should VLDS venture into social media use. [Appendix 2]

Key Publics Five key publics were identified as stakeholders for VLDS.

Researchers Researchers will most likely be the first stakeholder group to use VLDS. The system has the potential of reaching researchers on a national level and eliminates the need to visit individual agency sites to create reports.

Legislators Legislators in Virginia will benefit from reports provided by VLDS. Lawmakers need a simple resource to help them make decisions that will affect policies in the Commonwealth. Virginia legislators are also key decision makers related to continued funding and support of VLDS beyond its launch this summer (2013).

Partners and the Media The partners involved in VLDS supply the information that feeds the system. They will be key in disseminating future reports published by VLDS. The media is important in building awareness and influencing perceptions of VLDS. Information that surfaces from VLDS will be reported to the media.

Citizens of Virginia Citizens in Virginia are the primary beneficiaries of VLDS, as the information generated and reported by the system affects them.

Goal Create awareness of VLDS and its benefits among stakeholders.

Virginia Longitudinal Data System - Researchers Objective: Promote the use of VLDS to 200 researchers statewide by June 2013.

Rationale: Researchers are in need of a single, reliable source of data to produce information to make informed decisions about education and the workforce in Virginia. VLDS is new to researchers in the Commonwealth and they should be informed of the system’s existence.

Strategy 1: Increase awareness of VLDS among the research community.

Strategy 2: Emphasize the benefits of VLDS among researchers by establishing a multitude of communication channels.

Execution: -Create and distribute digital marketing materials (i.e. pamphlets, flyers/posters, e-blasts, etc.) emphasizing that VLDS is a “one-stop” database that has a plethora of useful information available to researchers.

Execution: -Give lectures statewide promoting VLDS, targeting researchers. Lectures can be held in schools, career and training centers.

The purpose of the lectures is to help researchers accept the system by introducing them to it.

-Invite researchers to an in-person informational session about the database, conduct presentations on how it works and involve a Q&A portion.

-Send news releases to local news outlets.

-Encourage researchers to share their user experiences via VLDS website and/or blog.

Evaluation: -Record participation/attendance at informational sessions/lectures -Tally the number of researchers that use VLDS -Track the number of stories and experiences shared by researchers

Virginia Longitudinal Data System - Legislators Objective: Increase the awareness of VLDS and its benefits by 35 percent for Virginia state legislators by May 2013 Rationale: Legislators are key decision makers in regard to funding and the continued existence of VLDS. Therefore it is imperative that we provide legislators with reliable information about VLDS, as well as encourage them to support the program. VLDS will help legislators make more informed decisions based on the data that directly affects Virginians. This information is now hosted in one location which will save legislators’ time.

Strategy 1: Distribute clear and concise information about VLDS to Virginia legislators that highlights the benefits of this large, comprehensive data system.

Execution: -Create a comprehensive list of talking points/FAQs to provide to legislators and distribute them via email. [Appendix 3] -Hold a reception and information session with interested legislators and legislative aids to present them with an interactive overview of VLDS. Evaluation: -Survey of legislators before the campaign begins and after the campaign ends to gauge awareness -Record attendance at the reception and information sessions -Track the number of citizens using the forum to lobby legislators -Track the number of new partnerships created with special interest groups and their level of blog participation

Strategy 2: Facilitate grassroots support.

Execution: -Provide a forum for citizens to lobby on the VLDS website (example: http://www.veanea.org/ home/521.htm or www.voteguide. com).

Strategy 3: Make education-based special interest groups aware of VLDS (example: Virginia Education Association).

Execution: - Develop a stakeholder packet of information that is presented online to potential partners.

-Invite special interest group leaders to a reception and present them with an overview of VLDS. -Create a comprehensive list of talking points/FAQs to provide to the various organizations.

-Encourage special interest groups to be featured writers on the VLDS blog and/or to feature VLDS on their group’s own blog.

Virginia Longitudinal Data System - Partners and the Media Objective: Create a communication process among all partners by April 2013.

Rationale: As of now, VLDS has no designated person to handle communications and the process is not centralized. VLDS partners should coordinate public relations efforts.

Media relations will be the primary activity performed by VLDS partners upon its debut this summer.

Strategy 1: Centralize communication among agencies. [Virginia Department of Education (VDOE), State Council of Higher Education (SCHEV), Virginia Community College System (VCCS) and Virginia Employment Commission (VEC)].

Execution: -VDOE should spearhead all communication and public relations efforts and be designated as owner of VLDS media accounts (i.e. social media, email addresses). VDOE should also initiate communication between and respond to inquiries from the partner agencies. In comparison to the other partner agencies, VDOE has more staff involved in the VLDS project. From a public relations perspective, VDOE would be the first agency to come to mind for the VLDS initiative.

-Create a VLDS Communication Board consisting of 1-2 people from each agency, preferably a PR/communications/marketing person and webmaster. The board will help establish governance among members. Also, board members can share VLDS news and information at their respective agencies.

-Assign roles within the Board, i.e. backups, spokesperson/public relations, social media and digital, media relations and employee relations.

-Webmasters should create a subgroup to establish protocol and receive direction from the Board on content updates. [Appendix 4] -Determine long-term communications strategy beyond one year of VLDS launch and present to VLDS Governance Committee.

-Things to consider: Will VLDS eventually become its own entity or will VDOE continue to manage the program?

Virginia Longitudinal Data System - Partners and the Media cont.

Objective: Create a communication process among all partners by April 2013.

Strategy 2: Ensure accurate and consistent distribution of information to members of the media.

Execution: -The Board should designate a specific spokesperson to represent the VLDS in all media interviews.

-Create a news/media page on the VLDS website to post all press kits for media outlets to access. All social media sites will include a link to refer all media to this page.

-Update the news/media page anytime new information about VLDS is released and include spokesperson contact information.

-Create a page on the VLDS website for all VLDS research to be posted.

-Utilize the VLDS blog to update media on any new reports that are released. Lead them to the VLDS website to access new reports.

- Use an electronic news distribution service (i.e. PR Newswire or Vocus) to distribute multimedia news releases about the launch of VLDS.

Evaluation: -Board governance -Number of visitors to news/media page -Media coverage (mentions, tone and key messages) -Blog interaction (visitor tracking, posts and leads to VLDS website)

Virginia Longitudinal Data System - Citizens of Virginia

Objective: Increase awareness of VLDS among citizens by 15 percent one year after the launch of the system.

Rationale: Virginians being the main beneficiary of VLDS needs to receive accurate communications regarding the privacy and security of data stored in the system. Prone to concerns over data security and the vulnerability of personal information stored digitally, the residents of Virginia could play a key role in the approval of funding for the program. VLDS should take an active approach in informing the citizens of Virginia that their information is secure.

Strategy: Educate the Virginia citizens about VLDS and its benefits through proactive communications and publications from VLDS, such as FAQs and fact sheets.

[Appendix 3] Execution: -Wordpress blog: Create a speakers bureau of VLDS experts specializing in topics of concern to Virginians (i.e. security and data privacy), who can speak on behalf of VLDS and write monthly blog posts about their subjects of expertise and how they relate to VLDS. The blog will also feed onto a section of VLDS.org and through VLDS social media channels.

-Email newsletter: A monthly newsletter to Virginia residents announcing news and happenings within the VLDS and to include messages from the VLDS Speakers Bureau following the theme of that month’s blog post.

Evaluation: Survey of citizens before the campaign begins and after the campaign ends to gauge awareness.

Appendix 1

http://www.vlds.org/our-company

Appendix 2 State LDS Comparison - Worst -More than one website to promote an LDS (Rhode Island) -Promotional videos are too long (Colorado) -Websites not up-to-date (Louisiana) -No contacts are found (Louisiana, Colorado, Rhode Island) -No multi-media channels were used (Louisiana, Colorado) -No call to action (Louisiana)

FAQs

Appendix 3

What is VLDS? VLDS stands for Virginia Longitudinal Data System, a system of databases from different state agencies that collects and anonymizes data on Virginia’s students and schools for use by law makers and researchers. To take full advantage of the power of longitudinal data, states need systems that can exchange information within and across P–12 and postsecondary systems and states. This will allow states to continue monitoring achievement as students move from place to place and through the education pipeline.

What are some of the benefits can VLDS provide?

- Determine the effectiveness of specific schools and programs.

- Identify consistently higher-performing schools so that educators and the public can learn from best practices; evaluate the effect of teacher preparation and training programs on student achievement; and focus school systems on preparing a higher percentage of students to succeed in rigorous high school courses, college and challenging jobs.

Who can access this data?

Only authorized researchers and law makers can request reports from VLDS. Personal information is never shared and is kept secure through strict data stewardship standards.

How secure is my information?

Data funneled through the VLDS is double encrypted and de-identified before entering the system.

Information security is a top priority for VLDS. Who can I contact if I have further questions?

VLDS should designate a contact person’s to field questions from parents and direct inquiries from researchers and potential partners to the appropriate parties.

Branding and Identity Guidelines Example

http://www.identity.vcu.edu/identity/index.html

Appendix 4

Appendix 5

General Survey follows this page.

VLDS General Survey

Q1 Do you know what the term "big data" means?

Answered: 83 Skipped: 0

Yes

No

0%

20%

40%

60%

80%

100%

Answer Choices

Responses

Yes

27.71%

23

No

72.29%

60

Total

83

1 / 17

VLDS General Survey

Q2 Establishing a longitudinal data system is important.

Answered: 57 Skipped: 26

(no label)

0

(no label)

Strongly Disagree 1.75% 1

1

Disagree 5.26% 3

2

Neutral

3

Agree

17.54% 10

57.89% 33

2 / 17

4

Strongly Agree 17.54% 10

5

Total

Average Rating

57

3.84

VLDS General Survey

Q3 I am interested in the research reports created from longitudinal data systems.

Answered: 57 Skipped: 26

(no label)

0

(no label)

Strongly Disagree 5.26% 3

1

Disagree 21.05% 12

2

3

Agree

4

Strongly Agree 61.40% 35

3 / 17

12.28% 7

5

Total

Average Rating

57

2.81

VLDS General Survey

Q4 If provided access, I would use a longitudinal data system.

Answered: 55 Skipped: 28

(no label)

0

(no label)

Strongly Disagree 5.45% 3

1

Disagree 14.55% 8

2

Neutral

3

Agree

41.82% 23

34.55% 19

4 / 17

4

Strongly Agree 3.64% 2

5

Total

Average Rating

55

3.16

VLDS General Survey

Q5 Having more information related to educational outcomes allows lawmakers to make more informed decisions when allocating funding.

Answered: 57 Skipped: 26

(no label)

0

(no label)

Strongly Disagree 1.75% 1

1

Disagree 3.51% 2

2

Neutral

3

Agree

8.77% 5

49.12% 28

5 / 17

4

Strongly Agree 36.84% 21

5

Total

Average Rating

57

4.16

VLDS General Survey

Q6 Would information from an LDS system be useful to you in making future career choices?

Answered: 57 Skipped: 26

Yes

No

Not sure

0%

20%

40%

60%

80%

100%

Answer Choices

Responses

Yes

42.11%

24

No

15.79%

9

Not sure

42.11%

24

Total

57

6 / 17

VLDS General Survey

Q7 Would information from an LDS system be useful to you in making future education choices?

Answered: 57 Skipped: 26

Yes

No

Not sure

0%

20%

40%

60%

80%

100%

Answer Choices

Responses

Yes

54.39%

31

No

17.54%

10

Not sure

28.07%

16

Total

57

7 / 17

VLDS General Survey

Q8 If you were curious about a longitudinal data system (LDS), where would you go first for information?

Answered: 57 Skipped: 26

Google

YouTube

Facebook

Twitter The specific LDS website Other (please specify) 0%

20%

40%

60%

80%

100%

Answer Choices

Responses

Google

77.19%

YouTube

1.75%

1

Facebook

0%

0

Twitter

0%

0

The specific LDS website

17.54%

Other (please specify)

3.51%

Total

44

10 2 57

8 / 17

VLDS General Survey

Q9 I am interested in the visibility of statewide education statistics.

Answered: 57 Skipped: 26

(no label)

0

(no label)

Strongly Disagree 1.75% 1

1

Disagree 12.28% 7

2

3

Agree

4

Strongly Agree 61.40% 35

9 / 17

24.56% 14

5

Total

Average Rating

57

3.09

VLDS General Survey

Q10 Demographics such as ethnicity, income, gender and age are important in reporting education statistics.

Answered: 57 Skipped: 26

(no label)

0

(no label)

Strongly Disagree 5.26% 3

1

Disagree 12.28% 7

2

3

Agree

4

Strongly Agree 57.89% 33

10 / 17

24.56% 14

5

Total

Average Rating

57

3.02

VLDS General Survey

Q11 Please select the group that fits your age range: Answered: 57 Skipped: 26

Millennials (born between 1977-1992) Gen X (born between 1965-1976) Younger Boomers (born between...

Older Boomers (born between 1946-1954) Silent Generation (born betw...

G.I. Generation (born duri...

0%

20%

40%

60%

80%

100%

Answer Choices

Responses

Millennials (born between 1977-1992)

70.18%

40

Gen X (born between 1965-1976)

14.04%

8

Younger Boomers (born between 1955-1964)

14.04%

8

Older Boomers (born between 1946-1954)

1.75%

1

Silent Generation (born between 1937-1945)

0%

0

G.I. Generation (born during or before 1936)

0%

0

Total

57

11 / 17

VLDS General Survey

Q12 What is your race? Please choose one or more.

Answered: 57 Skipped: 26

White Black or African-Ameri can Asian Native Hawaiian or other Paci...

American Indian or Alaska Native Other

0%

20%

40%

60%

80%

100%

Answer Choices

Responses

White

71.93%

41

Black or African-American

22.81%

13

Asian

7.02%

4

Native Hawaiian or other Pacific Islander

0%

0

American Indian or Alaska Native

1.75%

1

Other

1.75%

1

Total Respondents: 57

12 / 17

VLDS General Survey

Q13 What is your gender?

Answered: 57 Skipped: 26

Female

Male

0%

20%

40%

60%

80%

100%

Answer Choices

Responses

Female

63.16%

36

Male

36.84%

21

Total

57

13 / 17

VLDS General Survey

Q14 Please select the regional division you live within: Answered: 57 Skipped: 26

(New England) Maine, New Hampshire,...

(Mid-Atlantic ) New York, Pennsylvan...

(East North Central) Wisconsin,...

(West North Central) Missouri,...

(South Atlantic) Delaware,...

(East South Central) Kentucky,...

(West South Central) Oklahoma,...

(Mountain) Idaho, Montana,...

(Pacific) Alaska, Washington...

0%

20%

40%

60%

80%

100%

Answer Choices

Responses

(New England) Maine, New Hampshire, Vermont, Massachusetts, Rhode Island, Connecticut

3.51%

2

(Mid-Atlantic) New York, Pennsylvania, New Jersey

14.04%

8

(East North Central) Wisconsin, Michigan, Illinois, Indiana, Ohio

22.81%

13

(West North Central) Missouri, North Dakota, South Dakota, Nebraska, Kansas, Minnesota, Iowa

1.75%

(South Atlantic) Delaware, Maryland, District of Columbia, Virginia, West Virginia, North Carolina, South Carolina, Georgia, Florida

52.63%

(East South Central) Kentucky, Tennessee, Mississippi, Alabama

1.75%

1

(West South Central) Oklahoma, Texas, Arkansas, Louisiana

0%

0

(Mountain) Idaho, Montana, Wyoming, Nevada, Utah, Colorado, Arizona, New Mexico

1.75%

1

(Pacific) Alaska, Washington, Oregon, California, Hawaii

1.75%

1

Total

1 30

57

14 / 17

VLDS General Survey

Q15 What is the highest level of education you have completed?

Answered: 57 Skipped: 26

Did not attend school 1st grade

2nd grade

3rd grade

4th grade

5th grade

6th grade

7th grade

8th grade

9th grade

10th grade

11th grade Graduated from high school 1 year of college 2 years of college 3 years of college Graduated from college Some graduate school Completed graduate school 0%

Answer Choices

20%

40%

60%

80%

100%

Responses

Total

57

15 / 17

VLDS General Survey

Did not attend school

0%

0

1st grade

0%

0

2nd grade

0%

0

3rd grade

0%

0

4th grade

0%

0

5th grade

0%

0

6th grade

0%

0

7th grade

0%

0

8th grade

0%

0

9th grade

0%

0

10th grade

0%

0

11th grade

0%

0

Graduated from high school

5.26%

3

1 year of college

5.26%

3

2 years of college

12.28%

7

3 years of college

3.51%

2

Graduated from college

45.61%

26

Some graduate school

10.53%

6

Completed graduate school

17.54%

10

Total

57

16 / 17

VLDS General Survey

Q16 If you have any comments or suggestions, please include them below: Answered: 3 Skipped: 80

#

Responses

Date

1

good luck!

1/26/2013 8:02 PM

2

The name VLDS is quite lengthy and does not really easily convey what it really is. Simplifying the name could 1/26/2013 5:15 PM help with brand recognition.

3

Interesting!

1/23/2013 8:59 AM

17 / 17

Appendix 6 Logo Survey follows this page.*

*Note: The Mechanical Turk Survey gave us 13 additional responses.

From the above choices, please select the logo you most prefer.

1. Magnifying Glass - 5 responses 2. Tinker Toy - 6 responses 3. Flower - 2 responses

VLDS Logo Survey

Q1 From the above choices (A, B or C), please select the logo you most prefer.

Answered: 51 Skipped: 0

A

B

C

0%

20%

40%

60%

80%

100%

Answer Choices

Responses

A

58.82%

30

B

31.37%

16

C

9.80%

Total

5 51

1 / 20

VLDS Logo Survey

Q2 The logo is an excellent representation of the data system.

Answered: 51 Skipped: 0

11.76%

(no label)

72.55% 15.69%

0%

20%

Strongly Disagree

(no label)

Strongly Disagree

Disagree

Disagree 0% 0

11.76% 6

40%

Agree

60%

80%

100%

Strongly Agree

Agree

Strongly Agree 72.55% 37

2 / 20

15.69% 8

Total

Average Rating

51

3.04

VLDS Logo Survey

Q3 The logo is unique.

Answered: 51 Skipped: 0

(no label)

0

(no label)

Strongly Disagree

1

Disagree 0% 0

15.69% 8

2

3

Agree

4

Strongly Agree 64.71% 33

3 / 20

19.61% 10

5

Total

Average Rating

51

3.04

VLDS Logo Survey

Q4 The logo is interesting.

Answered: 50 Skipped: 1

(no label)

0

(no label)

Strongly Disagree

1

Disagree 0% 0

14.00% 7

2

3

Agree

4

Strongly Agree 64% 32

4 / 20

5

Total 22% 11

Average Rating

50

3.08

VLDS Logo Survey

Q5 The logo is memorable.

Answered: 51 Skipped: 0

(no label)

Strongly Disagree

Disagree 0% 0

15.69% 8

Agree

Strongly Agree 70.59% 36

5 / 20

13.73% 7

Total

Average Rating

51

2.98

VLDS Logo Survey

Q6 The logo is an excellent representation of the data system.

Answered: 51 Skipped: 0

(no label)

Strongly Disagree

Disagree 0% 0

31.37% 16

Agree

Strongly Agree 49.02% 25

6 / 20

19.61% 10

Total

Average Rating

51

2.88

VLDS Logo Survey

Q7 The logo is unique.

Answered: 51 Skipped: 0

(no label)

0

(no label)

Strongly Disagree 1.96% 1

1

Disagree 33.33% 17

2

3

Agree

4

Strongly Agree 49.02% 25

7 / 20

15.69% 8

5

Total

Average Rating

51

2.78

VLDS Logo Survey

Q8 The logo is interesting.

Answered: 50 Skipped: 1

(no label)

0

(no label)

Strongly Disagree

1

2

Disagree 6% 3

3

Agree 20% 10

4

Strongly Agree 64% 32

8 / 20

5

Total 10% 5

Average Rating

50

2.78

VLDS Logo Survey

Q9 The logo is memorable.

Answered: 50 Skipped: 1

(no label)

0

(no label)

Strongly Disagree

1

2

Disagree 4% 2

3

Agree 42% 21

4

Strongly Agree 44% 22

9 / 20

5

Total 10% 5

Average Rating

50

2.60

VLDS Logo Survey

Q10 The logo is an excellent representation of the data system.

Answered: 51 Skipped: 0

(no label)

0

(no label)

Strongly Disagree 25.49% 13

1

Disagree 62.75% 32

2

3

Agree

4

Strongly Agree 9.80% 5

10 / 20

1.96% 1

5

Total

Average Rating

51

1.88

VLDS Logo Survey

Q11 The logo is unique.

Answered: 51 Skipped: 0

(no label)

0

(no label)

Strongly Disagree 3.92% 2

1

Disagree 41.18% 21

2

3

Agree

4

Strongly Agree 49.02% 25

11 / 20

5.88% 3

5

Total

Average Rating

51

2.57

VLDS Logo Survey

Q12 The logo is interesting.

Answered: 51 Skipped: 0

(no label)

0

(no label)

Strongly Disagree 5.88% 3

1

Disagree 31.37% 16

2

3

Agree

4

Strongly Agree 56.86% 29

12 / 20

5.88% 3

5

Total

Average Rating

51

2.63

VLDS Logo Survey

Q13 The logo is memorable.

Answered: 51 Skipped: 0

(no label)

0

(no label)

Strongly Disagree 11.76% 6

1

Disagree 58.82% 30

2

3

Agree

4

Strongly Agree 21.57% 11

13 / 20

7.84% 4

5

Total

Average Rating

51

2.25

VLDS Logo Survey

Q14 Please select the group that fits your age range: Answered: 51 Skipped: 0

Millennials (born between 1977-1992) Gen X (born between 1965-1976) Younger Boomers (born between...

Older Boomers (born between 1946-1954) Silent Generation (born betw...

G.I. Generation (born duri...

0%

20%

40%

60%

80%

100%

Answer Choices

Responses

Millennials (born between 1977-1992)

68.63%

35

Gen X (born between 1965-1976)

17.65%

9

Younger Boomers (born between 1955-1964)

13.73%

7

Older Boomers (born between 1946-1954)

0%

0

Silent Generation (born between 1937-1945)

0%

0

G.I. Generation (born during or before 1936)

0%

0

Total

51

14 / 20

VLDS Logo Survey

Q15 What is your race? Please choose one or more.

Answered: 51 Skipped: 0

White Black or African-Ameri can Asian Native Hawaiian or other Paci...

American Indian or Alaska Native Other (please specify) 0%

20%

40%

60%

80%

100%

Answer Choices

Responses

White

88.24%

Black or African-American

7.84%

4

Asian

0%

0

Native Hawaiian or other Pacific Islander

0%

0

American Indian or Alaska Native

0%

0

Other (please specify)

3.92%

2

Total Respondents: 51

15 / 20

45

VLDS Logo Survey

Q16 What is your gender?

Answered: 51 Skipped: 0

Female

Male

0%

20%

40%

60%

80%

100%

Answer Choices

Responses

Female

66.67%

34

Male

33.33%

17

Total

51

16 / 20

VLDS Logo Survey

Q17 Please select the regional division you live within: Answered: 51 Skipped: 0

(New England) Maine, New Hampshire,...

(Mid-Atlantic ) New York, Pennsylvan...

(East North Central) Wisconsin,...

(West North Central) Missouri,...

(South Atlantic) Delaware,...

(East South Central) Kentucky,...

(West South Central) Oklahoma,...

(Mountain) Idaho, Montana,...

(Pacific) Alaska, Washington...

0%

20%

40%

60%

80%

100%

Answer Choices

Responses

(New England) Maine, New Hampshire, Vermont, Massachusetts, Rhode Island, Connecticut

0%

0

(Mid-Atlantic) New York, Pennsylvania, New Jersey

0%

0

(East North Central) Wisconsin, Michigan, Illinois, Indiana, Ohio

15.69%

8

(West North Central) Missouri, North Dakota, South Dakota, Nebraska, Kansas, Minnesota, Iowa

0%

0

(South Atlantic) Delaware, Maryland, District of Columbia, Virginia, West Virginia, North Carolina, South Carolina, Georgia, Florida

76.47%

(East South Central) Kentucky, Tennessee, Mississippi, Alabama

1.96%

1

(West South Central) Oklahoma, Texas, Arkansas, Louisiana

0%

0

(Mountain) Idaho, Montana, Wyoming, Nevada, Utah, Colorado, Arizona, New Mexico

1.96%

1

(Pacific) Alaska, Washington, Oregon, California, Hawaii

3.92%

2

Total

39

51

17 / 20

VLDS Logo Survey

Q18 What is the highest level of education you have completed?

Answered: 51 Skipped: 0

Did not attend school 1st grade

2nd grade

3rd grade

4th grade

5th grade

6th grade

7th grade

8th grade

9th grade

10th grade

11th grade Graduated from high school 1 year of college 2 years of college 3 years of college Graduated from college Some graduate school Completed graduate school 0%

Answer Choices

20%

40%

60%

80%

100%

Responses

Total

51

18 / 20

VLDS Logo Survey

Did not attend school

0%

0

1st grade

0%

0

2nd grade

0%

0

3rd grade

0%

0

4th grade

0%

0

5th grade

0%

0

6th grade

0%

0

7th grade

0%

0

8th grade

0%

0

9th grade

0%

0

10th grade

0%

0

11th grade

0%

0

Graduated from high school

1.96%

1

1 year of college

7.84%

4

2 years of college

9.80%

5

3 years of college

1.96%

1

Graduated from college

47.06%

24

Some graduate school

13.73%

7

Completed graduate school

17.65%

9

Total

51

19 / 20

VLDS Logo Survey

Q19 If you have any comments or suggestions, please include them below: Answered: 5 Skipped: 46

#

Responses

Date

1

Logo A is cool, but too distracting. Logo C is nice, but too old fashioned and unrelated to data systems.

1/26/2013 8:07 PM

2

It would have been helpful to know what VDLS stands for and what a little about the group, instead of what is the best looking logo. Are you going for best looking logo or best the represents what you are doing.

1/26/2013 1:47 PM

3

Option C looks like a yoga studio logo Option A would be better without the multi-color words Do not like the icon by Option B

1/26/2013 1:27 PM

4

The type on all of them is bad. The colors are fine, but nothing is that great about any of these.

1/26/2013 12:27 PM

5

Logo C reads as a flower and kind of feminine to me.

1/26/2013 9:45 AM

20 / 20