CAP 220 plan book for Fall 2015

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1 C a m p u s D r i v e , A l l e n d a l e , M I 4 9 4 0 1
Grand Valley Emergency Services
Public Relations Campaign
Shelby Lazorka
Fall 2015

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Table of Contents
Introduction 3
Secondary Research 6
Primary Research 8
Focus Group 9
Survey 10
Results 11
Results Analysis 15
Strategies & Tactics 17
Timeline 21
Budget 23
Evaluation 25
Appendices 28
Digital 1 Pager 49

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Introduction
Grand ValleyStateUniversity’s Emergency Services team has been having an identity
problemas well as a problemwith student and officer relationships.The wholedepartment,
Grand ValleyPoliceDepartment included,wants to betterpromotetheirservices to students
on theAllendale campus.
According to theirofficialwebsite, themission of Grand Valley Emergency Services is
“To providea safe and secure environment in which to work, live, and learn” (2015). All
students shouldfeel comfortableapproaching anofficer on campus when theyhave a problem
or need assistance. One of theonlytimes that students are willing to interact with police as of
themoment is when officers are passing out free goodies.Forexample, during finals week,
officers hand out doughnutsto stressed-out collegestudents studying in theMary Idema Pew
Library.
Weaknesses of Emergency Services include theirpromotionofservices, reputationwith
students, and socialmedia use. At thismoment, theonly promotionaltoolsthat officersuse
are word-of-mouth and small whiteflyers posted in thecorners of whiteboardsin classrooms
around campus. These toolsdo not thoroughlypromote theirvaluableservices and thus,
students are unaware of them. In addition,theEmergency Services has a lack of knowledgeof
precisely who their audience is. Without a clear target audience, theorganizationcannot
expect success in theirpromotion.
Even though GrandValleyEmergency Services may be having a difficult time at the
moment, the department’sstrength lies in many valuable services offered to students. These
services includethe RAVE Guardian app for smartphones, Safewalk, timelyemergency

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warnings and alerts, defense classes, and seminar and emergency preparedness programs.
This campaignlooksto betterpromotetheseservices so more students are interested in them.
The overall goalof thiscampaign is to effectively promoteawareness ofGrand Valley
Emergency Services department, its programs, and its safety efforts to students. To measure
thecampaign goal,online surveys will be given to all students to betterunderstand what
services are alreadywell known to students and what needs to be focused on more. These
surveys will also help show willingness of student-policeinteractionand help us to better
understand our starting point of communicationand relations.
There are three objectivesto this campaignto help reach our goal.One objective
involves increasing the amount of communication between students and Emergency Services
at Grand ValleyStateUniversity by30% bythestart of winter semester 2017 to promotesafe
student-policeinteraction.Another focuses on increasing theamount of GVPD Twitter
followers by500 followers in 3 months starting thefirst dayof winter semester 2016. Lastly, we
want to increase theamount of GV student users on theGuardian app by10% beforethe end
of fallsemester 2016.
This campaignwill not onlyhelp Grand ValleyEmergency Services with improved
campus safety, but students as well. Students engaged with officers on campus will create a
safer, more secure learning environment. With my help,theGrand ValleyEmergency Services
department will soon be ableto accomplish their goalsand bettercampus safety practices,
promotions,and student relations.

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Secondary Research
Methodology
Research was conducted through theuse ofInternet searches ofother collegecampus
policeand emergency services departments. Keywords used in searches include: emergency
services, campus security, campus police,and emergency management.
Audience Analysis
Grand ValleyEmergency Services (GVES)is a branch of theGrand ValleyPolice
Department that focuses on preparationbefore and during times of emergencies on campus.
However, students are unaware of who Emergency Services is, what theydo,and thefree
programs and services theyprovide.In addition,thereis a lack ofcommunication between
officers and students.
Target Audience
The target audience for thiscampaign is Grand ValleyStateUniversity undergraduate
and graduatestudents who frequent theAllendalecampus.
Basic Information
Grand ValleyEmergency Management needs to become more involved with GVSU
students on campus with a positive demeanor. Otheruniversities have reallybeen influenced
bytheir student body’sinvolvement in social mediause. For example, Ohio StateUniversity’s
Twitter account, @OSUPolice,has 8,788 followers to date (“OSU Police”, 2015). This account
sends out tweets frequently to inform students of any traffic problems, security threats, and
information for events on campus. As of October21, 2015, theGrand Valleycampus police
department Twitter account, @GVSUPolice,onlyhas 1,525 followers.

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To better communication with students during emergencies on campus, researchers
performed a study at Virginia Tech after the deadly shooting in 2007 to see what could be done
better. They found that text messaging was beneficial in that it can reach users wherever they
are and upwards of 95 per cent of students typically own the devices (Schildkraut et al., 2015).
However, a drawback to this discovery was that the text messages are voluntary so not every
student is required to receive the notification. Grand Valley Emergency Services already has a
notificationsystem in place but not allstudents are aware of this system.

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Primary Research
This research investigated howtheobjectives set for Grand ValleyEmergency Services
can besuccessfully accomplished.A focus group of12 and a survey of 100 Grand ValleyState
University students were conducted to gain information on thethoughts,attitudes,beliefs,
and opinions on Grand ValleyEmergency Services (GVES).
Purpose
The purposeof this research is to collect datato help in the development of strategies
and tacticsthat will:
1. Increase theamount ofcommunication between students and Emergency Services at
Grand ValleyStateUniversity by 30% by thestart of winter semester 2017 to promote
safe student-policeinteraction.
2. Increase theamount ofGVPD Twitter followers by500 followers in 3 months starting
thefirst dayof winter semester 2016.
3. Increase theamount ofGV student users on theGuardian app by 10% before theend of
fall semester 2016.
Impact
Research will impact theway Grand ValleyEmergency Services plans to improve their
reputationand theirservices to betteraccommodatetheirtarget market, thestudents of
Grand ValleyStateUniversity.
Focus Group
Participants. On Monday, November 9, 2015, a focus group of 12 female students was
conducted in a privateroom on thesecond floorof theMary Idema Pew Library on Grand

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Valley’sAllendalecampus. For 45 minutes, participantswere asked questions about Grand
Valley Emergency Services. The ages of participantsranged from 18-21. Two participants
made known that theylived in thedorms on theAllendale campus while theother10
contributors lived off campus. All participantsvolunteered their services in exchangefor the
incentive offered: a free pizza dinner. Participants couldwithdraw from thefocus group at any
point without penaltyor prejudice (See AppendixB for Moderator’sGuide).
Procedure. A moderator’sguide was created in order to gatherinformationthat specifically
applied to thetarget market ofGrand ValleyStateUniversity students on thetopicof Grand
ValleyEmergency Services. The questions focused on certain points ofinterest including the
awareness of GVES,the need for policeservices on campus, campus safety, smart phone
applications,GVPDTwitteraccount and website, Safewalk program, and potentialideasfor
otherpossibleGVES events and services.
The focus group was audio recorded and researchers tookin-depth noteson
participants’ answers and bodylanguage. A complianceform was passed around to ensure that
allparticipantswere Grand ValleyStateUniversity students, every participant understoodtheir
participationwasvoluntary, and that all responses would be recorded anonymously.
Survey
Participants. Datawas collected onlinefrom 100 Grand ValleyStateUniversity students (N =
100; 87 females and 13 males) from December 6, 2015 until December 8, 2015. Sixtysurvey
takers indicated theywere withintheage range of 18-20, 37 were ages 21-24, and three were

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age 25 or up. Ten respondents identified themselves as freshmen, 22 as sophomores, 38 as
juniors, 28 as seniors, and 2 as super seniors (5or more years).
Procedure. Theonline survey consisted of10 questions created with SurveyMonkey (See
AppendixC for Survey Questions). Researchers emailed the linkto theonline survey to GVSU
students in CAP 105-04, CAP 115-01, CAP 220-04, COM 209-02, and MKT350-13 classes. The
link was also posted on Grand ValleyStateUniversity Class of 2016, Grand ValleyState
University Class of 2017, and Grand ValleyStateUniversity (GVSU)Housing, Sublets, &
Roommates Facebookpages.

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Results
Focus Group. Qualitativedatawas collected fromthe12 students through various questions
based on attitudes,beliefs, feelings and opinionsof Grand ValleyEmergency Services, social
media, theGVESwebsite, safety applications,events involving the police,campus safety, and
Grand ValleyPoliceDepartment’s involvement on campus (See AppendixD for Focus Group
Results).
When asked who Grand ValleyEmergency Services is, all members of thediscussion
responded with thewords GVPDor police.Four participantssaidtheyhadno strong opinion
with GVPD but has not hadany badexperiences with them. Six group members thought the
department was okaybut has heardbad stories from friends.
All 12 of therespondents agreedthat campus policewas always around campus making
them feelsafe. Five participantsagreedthat theyfelt trusting of otherstudents when on the
Allendalecampus. Seven contributors felt that theonly timetheyfeel unsafe is when GVES
sends out emergency reports to their Grand Valleyemailaccounts. All 12 participantsagreed
that if theywere in thepositionto ask for help,theywouldfeel comfortableenough to do so.
Five participantssaid theyhadheardof theGuardian safety applicationoffered by
GVESwhile 8 said theyhadnever heard of them.Of the 5 that had,4 hadan officer come
speak about it to theirclass but none of themever downloaded it.The other 1 participant
heardabout it from their mother,downloaded it for a short time, and then deleted it.The
wholegroup agreedthat theapplicationwas not necessary to have on theAllendale campus.
Half ofthe group agreedtheymight downloadit if theylived on thedowntown Grand Rapids
campus.

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Seven of thetwelve group members were unaware of theSafewalkprogram. None of
theparticipantshadever used the Safewalkservice. Ten agreed that theywouldcalltheir own
friends to walk or drive them home. One member saidtheywould if theywere a freshman
walking homealone at night.
None of theparticipantswere aware ofthe Grand ValleyPoliceTwitter account but 8
were familiar with theGVPD website. Only 1 of the8 group members that hadseen the
website found it difficult to maneuver. Allparticipantsagreed that theywouldonlyfollow the
socialmedia accounts if the informationposted was more entertaining, more relatableto
collegestudents, and had to do with dailyissues or situations happening on campus.
When asked about affective ways to promoteGVESservices, 2 participantsagreedthat
officers should talkabout themselves at Transitions during thebeginning of theschoolyear.
Four group members said Resident Assistants in thedorms should inform the incoming
freshmen about GVES services. Nine participantssaidtheystop and lookat flyers posted
around campus whilethe other3 never lookat flyers.
Survey. Theonline survey was conducted and analyzed through SurveyMonkey (See Appendix
E for Survey Results). Of the100 respondents, 10% identified themselves as freshmen, 22%
sophomores, 38% juniors, 28% seniors, and 2% super seniors (5 or more years).

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Figure A
The graph aboveshows thenumber of respondents who have participated inor used
any of GVES’ programs. From the participantswho said “Yes”, 2% have used Safewalk,2%
have downloaded theGuardiansafety app, 4% received doughnutsduring finals week, and 6%
were involved in “Shots With Cops”. A staggering 84% of respondents have never used GVES
programs.

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Figure B
In thegraph above,75% of responses were from students willing to downloadthe
Guardian app and applicationssimilarto it if provided byGrand Valley.However, 61% of
students who tookthesurvey didnot know that theapp existed.

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Results Analysis
The results collected fromthe focus group and online survey suggest a great deal of
information about thetarget audience of thiscampaign and howGrand ValleyEmergency
Services can reach the objectives.
Results conclude that halfof Grand ValleyStateUniversity students have heard the
GVESname but are slightlyconfused or unaware of what the organizationdoesfor campus
safety. Students assume that GVESand the Grand ValleyPoliceDepartment are thesame
organizationwhen in fact, GVESis a faction withinGVPD. A majorityof students are unaware
of what services Grand ValleyEmergency Services provides. The general populationhasnever
heardof Safewalk, theGuardian app, “ShotsWith Cops”, or doughnut distributionduring finals
week.
When talking about theGuardian app specifically,over halfof thestudents were willing
to downloadtheapplicationto theirmobiledevices. With further promotion,theapp couldbe
a major success on campus. The problemlies in thefact that thereis not enough information
promoted to students on what theapp is, how to downloadit,or how to use it correctly.
The same goes for theGrand ValleyPoliceTwitteraccount. A majorityof students do
not followtheaccount because theyare uninterested in thetweets being posted.With a
changein thedirectionof theway the account is run, more students will followtheaccount
and increase communication between thedepartment and study body.
Limitationsof both studies included a genuinely small sample size. The focus group was
allfemales because researchers couldnot find any availablemales at thetime of theresearch.
Even if Grand ValleyStateUniversity consists of predominantlyfemales, research would have

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been more accurate with more male perspectives included. Another restriction on thedatawas
thelimited number of free survey questions allowed for use bySurveyMonkey.
For future research on thistopic,thesame approachescan be used but with a larger
sample and budget.Thestudies shouldalso strive to include more of themale perspective in
theresearch on thetarget audience. Conclusions made from theprimary research conducted
can beused for many other Grand Valleyservices since allopinions were of GVSUstudents.
Demographicinformationon GVSUstudents can be gained from theresults of theresearch
and assist in future studies on campus safety, socialmedia, and policeinteractionwith
students.

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Strategies & Tactics
Objective 1
Increase theamount ofcommunication between students and Emergency Services at
Grand ValleyStateUniversity by 30% by thestart of winter semester 2017 to promote
safe student-policeinteraction.
Strategy A:Grand ValleyEmergency Services officers joinin on student events on campus.
Tactic A: Officers set up a booth at Campus Life Night in September 2016 with all otherclubs
and organizationson campus to promotethemselves as a part of theGrand Valleycommunity
and not a separate entity.
Strategy B: GVEShosts/sponsors an event in thegym involving thestudent bodywhile raising
awareness for serious topicsinvolving students on campus.
Tactic B: GVESpairs up with Grand Valley’s“It’sOn Us” group to host a 3-hour event in the
FieldHouse Arena called “Laker Strong”, dedicated to theawareness and prevention of sexual
assault on campus. This event willhave a live DJ, contests, and prizes including t-shirts, hats,
drawstring bags, and travel coffee mugs (See AppendixF for Laker Strong Prizes). At the end
of theevent, one student will win a $500 to the GVSULaker Store.
Strategy C: GVESincreases theamount of times theyvisit campus with treats for students.

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Tactic C: GVPD officers offer candy to students randomlyonce a month during lunchtime
while on GVSUAllendalecampus starting winter semester 2016 and ending before winter
semester 2017.

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Objective 2
Increase theamount ofGVPD Twitter followers by500 followers in 3 months starting
thefirst dayof winter semester 2016.
Strategy A:GVESstudent workers distributetheGVPDTwitter username on campus.
Tactic A:GVES student workers willcreate and distribute300 flyers on campus with theGVPD
Twitter username and phrases such as “Followus on Twitter!” in boldprint during the first
three months ofthe winter 2016 semester (SeeAppendix G for F Twitter Flyer).
Strategy B: GVESTwitter account posts more frequently.
Tactic B: GVPDTwitter activelyposts a minimum of 20 tweets a week about campus concerns,
upcoming events that may cause traffic, and directlyaddressing at student concerns on the
Internet starting as soon as possible.
Strategy C: Relocatethe linkto theGVPDTwitter account on theGVPD website.
Tactic C: Place a link to theGVPD Twitter account at thevery top of theGVPDwebsite so that
allwebsite visitors willsee it. TheTwitter feed in themiddleof thewebpagecan stay in the
same placeas it is currently (See AppendixH for Twitter Link).
Objective 3
Increase theamount ofGV student users on theGuardian app by 10% before theend of
fall semester 2016.

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Strategy A:GVPD student workers will set up tablesin KirkhofCenter, Kleiner Commons, and
theConnection during peakshours to offer a promotionto GVSUstudents who downloadthe
app.
Tactic A:Pass out free pizzato students who downloadthe guardianapp in thepresence of
these GVPDworker-run tables.
Strategy B: Spreadtheword about theGuardian app at Transitions.
Tactic B: Student life leaders and othertransitions leaders givea 20 minutes presentationon
theGuardian app to incoming freshmen on thelast dayof theevent.
Strategy C: Involve GVSUResident Assistants (RAs) in thepromotionofthe Guardian app.
Tactic C: RAs will give short, casual presentations on the app whilein thedorms to influence
freshmen to downloadtheapp during thefirst couple weeks of schoolin August. Freshman
would bemore impressionable thanotherstudent because theyare brand new to the
university.

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Timeline
The overalltimeline for allthree objectivestakes placeover thecourse of a littleover a year,
starting December 2015 and ending January 2017 (See AppendixI for Gantt Chart Timeline).
Objective 1:December 2015 – January 2017
StrategyA
Planned: August 2016
Executed: September2016
Evaluated:October2016
StrategyB
Planned: August – October2016
Executed: November 2016
Evaluated:December 2016 – January 2017
StrategyC
Planned: December 2015
Executed: January – December 2016
Evaluated:January 2017
Objective 2:December 2015 – April2016
StrategyA
Planned: December 2015
Executed: January – March 2016
Evaluated:April 2016
StrategyB
Planned: December 2015
Executed: January – March 2016
Evaluated:April 2016
StrategyC
Planned: December 2015
Executed: January – March 2016
Evaluated:April 2016
Objective 3:December 2015 – October2016
StrategyA
Planned: December 2015
Executed: January – April2016
Evaluated:May 2016

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StrategyB
Planned: June – July 2016
Executed: August 2016
Evaluated:September - October2016
StrategyC
Planned: August 2016
Executed: September2016
Evaluated:October2016

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Budget
(See Appendix J for Budget Table)
Objective 1
TacticA: August – October2016
Booth at Campus Life Night for 3 hours = $0.00
Staff Time – 2 Officers $10/hour for 3 hours/month = $60.00
TacticB: August 2016 – January 2017
GVSUGym/FacilityReservation for 3 hours = $0.00
Hire DJ = $75.00
Games = $100.00
Prizes = $1,000.00
Laker Store Gift Card = $500
Staff Time – 20 Workers for 5 hours/month = $1,000.00
TacticC: December 2015 – January 2017
Candy for 12 months = $960.00
Staff Time – 2 Workers per 4 hours/month for 12 months = $816.00
TotalCost Objective1: $4,655.00
Objective 2
TacticA: December 2015 – April 2016
300 flyers/month at $0.20/page for 3 months = $180.00
Staff Time – 2 Workers for 4 hours/month for 3 months = $240.00
TacticB: December 2015 – April2016
Twitter account = $0.00
Staff Time – 1 Worker at $10/hour for 75 hours/month for 3 months = $3,000.00
TacticC: December 2015 – April2016
Website Link = $0.00
Staff Time – 1 Worker at $10/hour for 20 hours/month for 3 months = $600.00
TotalCost Objective2: $3,270.00

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Objective 3
TacticA: December 2015 – May 2016
TableRental on campus for one hour/4 months = $0.00
Pizza once a week for 4 months = $1,600.00
Staff Time – 2 Workers each at $10/hour for 32 hours/month for 4 months =
$640.00
TacticB: June – October2016
Staff Time – 4 Workers/Transition Leaders each at $10/hour for 3 hours/month
for 5 months = $150.00
TacticC: August – October2016
Staff Time – 1 Officer for 3 hours of training RAs = $25.50
TotalCost Objective3: $2,415.50
Total Cost of All 3 Objectives: $8,139.50

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Evaluation
Objective 1
Increase theamount ofcommunication between students and Emergency Services at
Grand ValleyStateUniversity by 30% by thestart of winter semester 2017 to promote
safe student-policeinteraction.
The effectiveness of thisobjectivecan be measured by calculating thenumber of student-
reported incidents on campus. Results can be compared to incidents reported in the previous
years to evaluate whetherthe30% increase was met.
Objective 2
Increase theamount ofGVPD Twitter followers by500 new followers in 3 months
starting thefirst day ofwinter semester 2016.
This objectivecan be measured byusing Twitter’sfree analytictoolson Twitter.com. The
website will inform you of howmany followers theaccount gained or lost in thetime period
you are observing. To be successful, theaccount would need to have gained and maintained at
least 500 new followers in 3 months. If the account has at least 250 new followers by the
middleof February 2016, it couldbe said that progress has been made. Other measures such as
retweets, mentions, impressions, and profilevisits can be used to analyzethe success of this
objective.

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Objective 3
Increase theamount ofGV student users on theGuardian app by 10% before theend of
fall semester 2016.
Evaluationof this objectivecan be performedthrough thereports of new app users during the
months of January to December of 2016. Success in thisobjectivewould mean that starting in
January of2016, thenumber of new users of theapp must reach 10% more than theprevious
year. New users must havethe app downloaded ontheir smart-phone or otherelectronic
device until theend of December 2016. By June 2016, there shouldbe a 5% increase in new
Guardian app users to any show progress.
Next Steps for Evaluation
After assessing allthree objectives,strategies, and tactics, thenext steps wouldbe to continue
thecampaigns or make changes depending on thefeedbackreceived halfwaythrough the
objectivetimelines. If one strategy is working more successfully thanothers, use aspects of
that strategywithinthe otherless successful strategies. If possible,get student feedback
through theuse ofother focus groups and surveys. All expenses can be adjusted as you may
see fit for Grand ValleyEmergency Services’ budget.

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Appendix A
References
Grand ValleyPoliceDepartment. (2015). Retrieved October7, 2015, from
http://www.gvsu.edu/gvpd/mission-10.htm
“OSU Police”(June 2009). Retrieved from https://twitter.com/OSUPOLICE
Schildkraut,J., McKenna, J., Elsass, H. (April 27, 2015). Understanding crisis communications:
Examining students’ perceptionsabout campus notificationsystems. Security journal.
Doi:10.1057/sj.2015.9

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Appendix B
Moderator’s Guide
1. IntroductoryMaterial
a. Welcome to our focus group. My name is ShelbyandI am your moderatorfor today.
b. Thank youfor taking timeout of your evening to attendthisgroup and share your
opinions on thetopic.
c. The objectiveofthis focus is to figure out your opinionsand gain insight on your
thoughtsabout GrandValley’sEmergency Service Department.
d. I am a student at Grand Valleyand I am conducting thisfocus group for my CAP 220
class. Abbiewill be here to takenotes and ask any additionalquestions. Rachel and
Tori willbe here to take additionalnotesand observe bodylanguage.
e. It is important to keep in mind that your participationisvoluntary and you may
withdraw at any time without penalty,if you feel theneed to do so.
f. At thistime we willpass around a complianceform for you allto fillout. Please read
through it thoroughlyand sign belowif you are in agreement.
2. Ground Rules
a. This session will last about 45 minutes.
b. This session will be recorded,but theinformation will onlybe used in a report for
class.
c. Please answer each question honestly.There are no right answers.
d. Everyone needs to talkbut each person doesn’t have to answer each question.
e. Please do not speak at thesame time.
f. Talkin a clear voice and avoidside conversations. It is distracting to thegroup and I
don’t want to miss any of your comments.
g. Exchange pointsof view with each other - you do not need to address allthe
answers to me.
h. All informationis completelyconfidentialandwill beused to write a report.
i. Does anyone have any questions before we begin?
j. Please turn off all devices including cell phones, iPads, laptops,etc.

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3. Background
a. We are going to go around and introduce ourselves to each other.
b. Please state your name, age, class standing, and locationof living. (Allendale
campus, Downtown campus, on-campus, off-campus)
c. If you couldbe any animal, what would yoube and why?
4. Previous Experience
a. Do you know what theEmergency Service Department is?
i. If you do,how didyou find out?
b. How do you feel about theGV Emergency Services Department?
i. Why do you feelthat way about them?
ii. Didsomething specific happento you to have that positive/negativestigma
towards them?
c. Have you ever needed to contact GVPDor use their services?
i. Was your experience with them positiveor negative? Why?
ii. Were theyattentiveand resourceful to you when youcontacted them
d. Do you feel safe on Grand Valley’scampus?
i. What are some reasons you feel safe?
ii. What are some reasons you feel unsafe?
e. Do you feel comfortableasking GVPDfor help if needed?
f. On a scale of1-10, howcomfortabledo you feel engaging with GVPD in a friendly
conversation?
i. What actions would make youfeel more comfortable?
g. Have you heardof theirsafety applicationsformobiledevices?
i. How didyou hearabout them?
ii. Do you use them oftenif you have them?
h. (Explainthe applications)
i. Wouldyou takethe timeto downloadtheseapps and use themaround
campus now that you know what theyare?
ii. Do you thinkthat these appswould be beneficialfor students?

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iii. Do you thinkmany students would downloadthese apps?
iv. What do youthinkwould be an effective way to promoteawareness for
these applications?
i. Do you ever payattentionto flyers on boards in thelibrary, Kirkhof,and other
halls/buildings?
j. Are youaware of GVPD’sSafewalk program?
i. Have you ever used it?
ii. Now that you are aware ofwhat it is, would youuse it?
k. How many of you followtheGVPD Twitteraccount?
i. Do you find it to be effective, interactive, and informative with students?
ii. In what ways do you thinktheycouldmake their Twittermore appealing to
students?
l. Have you ever visited the GVPDwebsite?
i. Do you find that theGVPD websiteis complicated to navigatethrough?
ii. If theyhadtheir applicationsandsocialmedia accounts posted on their
website homepage,wouldyou download/followthem?
m. Have you participated inany fun activitiespromoted bytheGrand ValleyPolice
Department (GVPD)or Emergency Services (donuts during finals week, shotswith
cops, etc.)?
i. Do you feel that theseactivities were productiveand helpful?
n. Do you thinkit would bebeneficial for the Emergency Services and GVPD to team
up with student organizations to host more events promoting theirdepartment?
i. Do you thinkthat would bring in more students and create betterbrand
awareness when it comes to promoting theirprograms and services?
ii. If student organizations were to participate,wouldyougo?
o. If GVPD were to host more events appealing to students, what would be some
incentives to convince you to attend?
i. Wouldyou actuallygo to theevents if theywere more appealing to
students?

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5. Close
a. We have almost come to theend ofour focus group session. Is thereanything else
you wouldlike to addto thisdiscussion?
b. Do the observers need clarificationon any points?
c. Thank youall so much for your participation.We reallyappreciateyour help in our
research.

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Appendix C
Survey Questions
1. Are youfamiliar with Grand ValleyEmergency Services?
 Yes
 No
2. What is your overallperceptionof the Emergency Services Department and Grand Valley’s
PoliceDepartment?
 I really likethem
 I like them
 I have no preference
 I dislikethem
 I strongly dislikethem
3. Have you participated/used anyof theEmergency Services’ programs?
 Yes
 No
4. If you answered, “Yes” to the previous question, which Emergency Services programs have
you used/participated in?(Check allthat apply)
 Safewalk
 RAVE Guardian safety app
 Doughnuts during finals week
 “ShotsWith Cops”
 Answered “No” to the previous question
 Other(Please Specify)
5. Have you heardof theRAVE Guardian app and othersafety appsthat Emergency Services
offer?
 Yes
 No
6. Wouldyou downloada safety application,likeRAVEGuardian, if provided byGrand Valley
on your mobiledevice?

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 Yes
 No
7. Do you followGrand ValleyPolice Department’sTwitter account?
 Yes
 No
8. What gender do youmost identifywith?
 Female
 Male
 Other
 Prefer not to answer
9. How oldare you?
 18-20
 21-24
 25 & up
 Prefer not answer
10. What year are you?
 Freshman
 Sophomore
 Junior
 Senior
 Super Senior (5 or more years)

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Appendix D
Focus Group Results
A. Age, Class, Living
1. 18, Freshman, On-campus
2. 20, Sophomore,Off-campus
3. 18, Freshman, On-campus
4. 20, Junior, Off-campus
5. 20, Junior, Off-campus
6. 19, Sophomore,Off-campus
7. 19, Sophomore,Off-campus
8. 20, Junior, Off-campus
9. 21, Junior, Off-campus
10. 21, Senior, Off-campus
11. 20, Junior, Off-campus
12. 20, Junior, Off-campus
B. Emergency Services
1. Police
2. GVPD
C. Feelings towards GVES/GVPD
1. Think goodbut haveheard badthings
2. No strong opinionbut not bad experience
3. Always around which makes feel safe
4. See a lot but no personal experience
D. Specificpersonal event with GVPD
1. Parking ticket
i. Negativefeelings
2. Recovered a stolenphone
i. Positive feelings
3. Car died

34. 34
i. Negativeexperience
1. Not much help
E. Ever need to use theirservices?
1. Freshman year hadto callthem
i. Didn’t followup very well
2. Bikestolen
i. Tried to help as much as theycould
3. Roommate felloff thebed
i. Call policed
ii. Very helpful
F. Were officers attentive
1. Showed up quickly
2. Hadofficer sit down and fill out report
i. Officer called back twiceto followup and sent followup emails
G. Do you feel safe on campus?
1. All 12 said yes
H. Why do you feelsafe?
1. Cops always around
2. Not very many reported incidents
i. Feel everyone is reallytrusting of one another
3. “Allendale bubble”
i. Everyone around is a student so no one harmful for themost part
I. Do you ever feel unsafe?
1. When theysend out emergency reports
2. Friend was chased across campus in Laker Village,called police,chaser was already
gone so theycouldn’t find him
J. On a scale of1-10, howcomfortabledo you feel engaging with GVPD?
1. Seven said 8
2. Three said 9
3. Two said 10

35. 35
K. Are youcomfortablewith asking GVPD/GVESfor help?
1. All 12 said Yes
L. Have you heardof GVES safety apps?
1. 5 - Yes
2. 8 – No
M. If you said yes, how?
1. Representatives came to class to talk about it
2. Her mom toldher about it
N. Do you use theapp?
1. 2 downloaded thendeleted
2. 10 never downloaded
O. Reason to download theapp?
1. If I felt scared, but doesn’t so no need, maybe if live downtown
2. Don’t see thepoint on Allendalecampus
3. Woulduse as a freshman from libraryto freshmen dorms
P. Are theappsbeneficial for students?
1. More towards younger
2. Maybedowntown
3. Freshman girls
Q. Affective way to promote?
1. 2 said talk about at transitions
2. Make RAs talkabout it
3. Advertise on FB
4. Flyers around campus
R. Do you payattentionto flyers?
1. 3 No
2. 9 Sometimes
S. Are youaware of Safewalk?
1. 5 Aware
2. 7 Unaware

36. 36
T. Does anyone use Safewalk?
1. All 12 No
U. Wouldyou ever use it?
1. Maybein an extreme circumstances
2. Wouldprobablycallown friend
3. Maybeas a freshman walking aloneat night
V. Do you followGVPD Twitter?
1. 0 out of 12 follow
W. What are your ideasto make more theTwitter more appealing?
1. Make thingsmore entertaining
2. Funny tweets about serious things
3. More relatable
4. Live tweeting emergency situations
X. Have you ever visited GVPD/GVESwebsite?
1. 8 have
2. 4 have not
Y. Was it complicated to findthings?
1. 1 out of 8 Yes
Z. If thewebsite was linked to thesocial mediaaccounts:
1. 3 would follow
2. 9 wouldmaybe clickand check out, but not follow
AA. Have you participated inGVPDevents?
1. Donuts during finals
2. Freshman year didthe Segway rides with them
BB.Didyou find these activitiesproductive?
1. 7 Yes
i. Liked thedonuts
2. 5 No
CC.Do you thinkteaming up with student organizations wouldhelp GVES?
1. 12 Yes beneficial

37. 37
i. Make students more aware
ii. More comfortabletalking to them
iii. Maybemake a booth at Campus Life Night
iv. GVPDsponsored events wouldbe good
v. More events where it’srelated to thesafety ofstudents

38. 38
Appendix E
Survey Results
1. Are youfamiliar with Grand ValleyEmergency Services?
a. 50% - Yes
b. 50% - No
2. What is your overallperceptionof the Emergency Services Department and Grand
Valley’sPoliceDepartment?
a. 11% - I really likethem
b. 25% - I likethem
c. 58% - I have no preference
d. 5% - I dislike them
e. 1% - I stronglydislike them
3. Have you participated/used anyof theEmergency Services’ programs?
a. 14% - Yes
b. 86% - No
4. If you answered, “Yes” to the previous question, which Emergency Services programs
have you used/participated in?(Check allthat apply)
a. 2% - Safewalk
b. 2% - RAVE Guardian safety app
c. 4% - Doughnutsduring finals week
d. 6% - “ShotsWith Cops”
e. 84% - Answered “No” to theprevious question
f. 2% - Other(Please Specify)
i. FTP
ii. I haven’t
5. Have you heardof theRAVE Guardian app and othersafety appsthat Emergency
Services offer?
a. 39% - Yes
b. 61% - No

39. 39
6. Wouldyou downloada safety application,likeRAVEGuardian, provided byGrand
Valleyon your mobiledevice?
a. 75% - Yes
b. 25% - No
7. Do you followGrand ValleyPolice Department’sTwitter account?
a. 23% - Yes
b. 77% - No
8. What gender do youmost identifywith?
a. 87% - Female
b. 13% - Male
c. 0% - Other
d. 0% - Prefer not to answer
9. How oldare you?
a. 60% - 18-20
b. 37% - 21-24
c. 3% - 25 & up
d. 0% - Prefer not answer
10. What year are you?
a. 10% - Freshmen
b. 22% - Sophomores
c. 38% - Juniors
d. 28% - Seniors
e. 2% - Super Seniors (5 or more years)

40. 40
Appendix F
Laker Strong Prizes
T-Shirt Hat
Drawstring Bag Travel Coffee Mug

41. 41
Appendix G
Twitter Flyer
(xxx) yyy-yyyy
Follow
Grand Valley Emergency Services’
T witter Account:

42. 42
Appendix H
Twitter Link

43. 43
Appendix I
Gantt Chart
Following 1 Page

44. 44

45. 45
Appendix J
Budget Table
Item Price Time Frame Total
Booth at CLN $0.00 month 3 $0.00
Staff Time - 2 Officers $20.00 hour 3 hours/month $60.00
Item Price Time Frame Total
Facility Reservation $0.00 month 6 $0.00
Hire DJ $25.00 hour 3 $75.00
Games $100.00 $100.00
Prizes $1,000.00 $1,000.00
Laker Store Gift Card $500.00 $500.00
Staff Time - 20 Workers $200.00 hour 5 hours/month $1,000.00
Item Price Time Frame Total
Candy $20.00 month 12 $960.00
Staff Time - 2 Workers $20.00 hour 4 hours/month $960.00
Total $4,655.00
Item Price Time Frame Total
300 Flyers $60.00 month 3 $180.00
Staff Time - 2 Officers $20.00 hour 4 hours/month $240.00
Item Price Time Frame Total
Twitter account $0.00 month 3 $0.00
Staff Time - 1 Worker $10.00 hour 75 hours/month $2,250.00
Item Price Time Frame Total
Website Link $0.00 month 4 $0.00
Staff Time - 1 Worker $10.00 hour 20 hours/month $600.00
Total $3,270.00
Item Price Time Frame Total
Booth on campus $0.00 month 4 $0.00
Pizza $100.00 month 4 $1,600.00
Staff Time - 2 Workers $20.00 hour 32 hours/month $640.00
Item Price Time Frame Total
Staff Time - 4 Workers $40.00 hour 3 hours/month $150.00
Item Price Time Frame Total
RA Training - 1 Officer $8.50 hour 3/month $25.50
Total $2,415.50
Objective 1 - Communication Between Students & GVPD
Tactic A
Tactic B
Tactic C
Objective 2 - Twitter Followers
Tactic B
Tactic C
Tactic A
Tactic B
Tactic C
Objective 3 - Guardian App Users
Tactic A

46. 46
Appendix K
Press Release
FOR IMMEDIATE RELEASE
Contact: ShelbyLazorka
lazorkas@mail.gvsu.edu
734-751-8911
Grand Rapids, MI – On Saturday,November 5, 2016, Grand ValleyStateUniversity’s
Emergency Services and It’s On Us organizationare teaming up to host “Laker Strong”, an
event bringing awareness to theissue ofsexual assault on Grand Valley’sAllendalecampus.
The event will takeplacefrom noon to 3 p.m. in the FieldhouseArena.
Campus policeand It’sOn Us student organizationleaders are planning to bring attentionto
campus safetythrough theuse of live music, contests, and prizes for all students in
attendance. For threehours, students willbe ableto socializewith officers, participatein
numerous games and prize drawings, and dance to themusic of a DJ. Prizes for the event
include specialtyt-shirts, drawstring backpacks, hats,and travel coffeemugs.
At theend of theevent, Sargent WilliamO'Donnell, accompanied bytwo otherofficers, will
give a formal speech on student participationinbecoming activebystanders on campus when
campus safetyis affected.The Guardian safety app will be discussed and students will be
encouraged to downloadit for a chance to win a $500 Laker Storegift card. During thespeech,
officers will ask for audience participationwith ademonstrationon self-defense techniques.
For more informationGrand ValleyEmergency Services, visit theirwebsite at
https://www.gvsu.edu/emergency/.
###

47. 47
Digital 1 Pager
ShelbyLazorka
lazorkas@mail.gvsu.edu
December 14, 2015
https://www.dropbox.com/s/gzsvgzet2zr2epu/GVES%20Campaign.pdf?dl=0