SCCADVASA Campaign

 
 

 
 
 
 
 
 
 
David Barboza, Seton Gilday, Ciara Gray, Morgan Hubbard, and Laken Radvansky

JOUR 531: Public Relations Campaigns, Fall 2017

 
 SCCADVASA Campaign

Table of Contents

Overview……………………………………..…….………3

Research…………………………………….….…………12

Planning……………………………….…….…….………55

Implementation……………………………….……….……62

Evaluation………………………………………………….71

Appendices………………………………………….……..77

 
 SCCADVASA Campaign

 
 
 
 

Overview Chapter

Lead Author: Morgan Hubbard

 SCCADVASA Campaign

Client Overview

Our client for the semester is the South Carolina Coalition Against Domestic Violence

and Sexual Assault, also known as SCCADVASA. SCCADVASA is a statewide coalition that

advocates for the betterment of victims of assault. Since 1981, SCCADVASA has been a leader

in representing the critical needs of survivors and their families with a goal to end domestic

violence and sexual assault in South Carolina. This organization provides intervention services to

victims and survivors of domestic violence and sexual assault and primary prevention programs

to students and communities across the state of South Carolina. One way the coalition tries to do

this is by engaging individuals and communities in advocacy, collaboration and education.

Prevention work is its main focus because of the push for the comprehension of assault;

therefore, implementing an educational standard at a young age allows civilians to understand

the severity of the matter.

Although prevention methods are vital to the coalition, SCCADVASA is also well known

for its advocacy and awareness promotion. It is made up of many leaders and spokespeople who

address public policy, public funding, and system regulations regarding domestic violence and

sexual assault. There are also collaborations involving multiple communities and organizations

throughout the state of South Carolina which expands its reach.

SCCADVASA’s mission statement is: SCCADVASA is the collective voice promoting

the prevention of domestic violence and sexual assault in South Carolina. Its target audience

varies. For prevention, the coalition is focused on educating young people on college campuses
 SCCADVASA Campaign

and in middle and high schools all over South Carolina. Fundraising campaign awareness

education has a different audience, primarily white and black women age 20-60s. SCCADVASA

is focused on expanding their audience, reaching more men and women of all races. The hope to

expand the dialogue for sexual assault and domestic violence is important to society because it

puts less scrutiny on survivors and enables more people to feel more comfortable discussing the

subject.

SCCADVASA consists of an executive staff comprised of coordinators who handle

financial obligations, community outreach, prevention and social justice advocacy, and highly

qualified specialists who handle everything from linguistics to inclusion methods.

Our Campaign

Our campaign is designed to promote SCCADVASA as an organization and to promote

prevention of dating violence. We wanted to spread awareness and show people that dating

violence takes place everywhere and people should not be afraid to speak up. We are setting up

tables at our school to let college students know that if you or anybody you know are

experiencing these problems that SCCADVASA is a source.

About Our Team

Our team is comprised of five University of South Carolina public relations majors. We

have developed this campaign for SCCADVASA to fulfill the necessary requirements to

complete our degree. The members include:

David Barboza  
 SCCADVASA Campaign

David is a senior public relations major at the University of South Carolina. He is

currently participating in an internship with the Attorney General Office of Alan Wilson. He

plans on graduating in the spring of 2018 with the aspirations of finding a job at a public

relations firm somewhere in South Carolina.

Ciara Gray

Ciara is a compassionate global citizen dedicated to social justice. As a public relations

major and business minor at the University of South Carolina, she has consistently excelled

academically. Gray serves as social media manager for Restorative Resources, a humanitarian

agency based out of New Mexico. She creates promotional videos for Dancing the Wild Home, a

program that helps children who have experienced traumatic events heal through dance therapy.

Additionally, Gray is a public relations and marketing intern at the American Heart Association

in Columbia, SC. Gray also serves as Social Chairman of Kappa Delta Sorority. Outside of the
 SCCADVASA Campaign

classroom, Gray can be found handing out balloons on Greene Street to raise awareness for

Prevent Child Abuse America, her sorority’s philanthropy.

Seton Gilday

Seton is a senior at the University of South Carolina. She is a public relations major

graduating in spring 2018. She is from Chevy Chase, Maryland. Seton is a visual learner who

focuses on the big picture. She spent the last summer interning in Washington D.C. for a

nonprofit organization in the communications department. Seton hopes to move back to the D.C.

area upon graduation and work for a nonprofit organization.

Morgan Hubbard

Morgan is an athletic, hardworking student who always gets the job done. She uses her

talents on the track and translates them to her everyday life. She is a senior public relations major

and business administration minor at the University of South Carolina. She is a member of Alpha
 SCCADVASA Campaign

Kappa Alpha Sorority Incorporated and serves as the corresponding secretary for her chapter.

After college she plans to go to grad school. Her ultimate goal is to become a crisis

communication director for a major company or professional team.

Laken Radvansky

Laken Radvansky, a Columbia native, is a senior majoring in public relations and is set to

graduate in December 2017. Radvansky started a videography business in 2013 which she plans

to continue pursuing upon graduation.

Campaign Overview

We started developing our campaign for SCCADVASA through primary and secondary

research. The secondary research came from each of our members finding all the information

they could find about SCCADAVASA through the internet. Once all the background information

was collected we contacted Page Chilton who serves as the Community Change Coordinator for

SCCADVASA. The interview was conducted by Ciara Gray. The interview was composed of

twenty questions that the group came up with when discussing the organization. We furthered

our secondary research with two more phone calls with Page Chilton and Oliva London who

serves as Coordinator of Primary Prevention and Specialized Advocacy at SCCADVASA. We

were told to contact Olivia London by Page Chilton to ask for a new perspective for

SCCADVASA to help narrow our campaign to dating violence. During the first few
 SCCADVASA Campaign

conversations with the client our ultimate goal was to try to help our clients bring awareness to

their organization as a whole. We quickly found out that we needed to do something more and

started to focus on dating violence.

After we conducted our secondary research, we decided we needed to gather some

primary research from our target audience. We did this by creating a survey that would measure

our audience’s knowledge of SCCADVASA, their education on preventing dating and

relationship violence, and their education on healthy relationships. Once we decided on the final

questions for the survey we decided that it would be best if we distributed the survey

electronically. We felt as if the topic was one that most people do not want to talk about in

person so we felt that the survey online was the best option. Our audience was people ages 15-25

so our sample needed to be an age range that we could reach. The survey helped confirm that the

majority of people did not know about SCCADVASA but after taking the survey they would

send someone to get the information needed to get help. Furthermore, our findings helped us

realize that more people need to know about this organization.

Goal: To expand South Carolinians’ knowledge on domestic abuse, dating violence and the

resources available to survivors.

Objective 1: The first objective of our campaign is to increase the number of survivor referrals

to SCCADVASA by December 1, 2017.

Strategy: To expand the knowledge of available services through in-person events on

campus.

Tactic 1: Our first tactic in order to increase the number of survivor referrals is to host a

tabling event on Greene Street. This event will be a hands-on way to educate students about

SCCADVASA and to remind them that help is always available if they need it.
 SCCADVASA Campaign

Tactic 2: Our second tactic is to host a guest speaker on campus who will talk to the

students and community at USC. The speaker will be either a survivor of domestic violence,

somebody who has had a loved one suffer from domestic violence, or somebody who works for

SCCADVASA or one of their sister organizations.

Objective 2: The second objective is to increase web traffic to SCCADVASA’s social media

accounts by 10 percent on each social media platform (Instagram, Twitter, and Facebook) by the

end of February 2018. We feel that if we can increase web traffic, more people will learn about

SCCADVASA.

Strategy: To expand knowledge about dating violence through postings on social media.

Tactic: The tactic for this objective is a social media content calendar for the month of

February. The purpose of a content calendar is to give the organization a concrete plan of

scheduled content to post weekly.

Other Notes

Our team’s goals and vision for what we wanted for the client have changed numerous of

times over the course. As a team, we had a big vision and found out that we would not be able to

take on such a huge task during the course of the semester. Then we changed our goal yet again

to dating violence and started having huge success. Even though we struggled on our goal we

also struggled with communication with the client at first but over the course it changed for the

better. Our client ultimately ended up liking the new way our campaign was headed and became

a lot more hands on. We hope our client is able to implement our campaign in the future.

References
 SCCADVASA Campaign

Source: http://www.sccadvasa.org/about/

http://www.sccadvasa.org//FileStream.aspx?FileID=46

https://www.501c3.org/what-is-a-501c3/

Appendix A
https://docs.google.com/presentation/d/1B0vg0tlWoeQ2XHdTLoRGrFLAKjMlpja3

jCLAot3qAh0/edit?ts=5a242ca6#slide=id.p

 
 SCCADVASA Campaign

Research Chapter

Lead Author: Laken Radvansky

 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 SCCADVASA Campaign

 
 
 

Secondary Research

SCCADVASA is the statewide coalition of organizations providing intervention services

to victims and survivors of domestic violence and sexual assault and primary prevention

programs to students and communities across the state of South Carolina. Since 1981,

SCCADVASA has been a leader in representing the critical needs of survivors and their families.

Its goal is to work towards ending domestic and sexual violence in South Carolina and beyond

through engaging individuals and communities in advocacy, collaboration and education.

Prevention work is its focus, preventing sexual assault from happening in the first place by

educating people starting at a young age.

SCCADVASA is most known for its advocacy and awareness work. It is made up of

leaders and a spokesperson for public policy, public funding, and systems change regarding

domestic violence and sexual assault. It also collaborates with other communities and several

member organizations across the state of South Carolina, expanding its reach. SCCADVASA

works proactively to increase the awareness of laws and policies that impact the lives and

healing of survivors of sexual and domestic violence. The organization’s mission statement is:

SCCADVASA is the collective voice promoting the prevention of domestic violence and sexual

assault in South Carolina.

SCCADVASA does not use volunteers. It has a limited office staff of about 10 people.

Capacity and limitations in staffing time and funding are some of its weaknesses. The advantage

SCCADVASA has under its belt is the small staff it has works well together and understands
 SCCADVASA Campaign

each other’s strengths and weaknesses. Its board is made up of 14 members, most of whom work

in law, government, or other local health and advocacy organizations. SCCADVASA is an

‘umbrella’ organization meaning it oversees many other sister organizations around South

Carolina. As of right now, SCCADVASA is partnered with over 30 organizations in order to

bring help and assistance to those who have fallen victim to domestic violence and/or sexual

abuse.

SCCADVASA is federally funded and regulated by 501C3 federally funded regulations,

meaning: Section 501(c)(3) is the portion of the US Internal Revenue Code that allows for

federal tax exemption of nonprofit organizations, specifically those that are considered public

charities, private foundations or private operating foundations. It is regulated and administered

by the US Department of Treasury through the Internal Revenue Service. SCCADVASA has tax

deductions for donations to the organizations, which can be an incentive for people to donate.

Also, many states allow 501(c)(3) organizations to be exempt from sales tax on purchases, as

well as exemption from property taxes.

Additionally, 501(c)3 organizations are split into three categories. SCCADVASA falls

under the “private foundation.” A private foundation is often referred to as a non-operating

foundation. This means that it typically does not have active programs. Revenue may come from

a relatively small number of donors, even single donors. Private foundations are usually thought

of as nonprofits which support the work of public charities through grants. Donations to private

foundations can be tax deductible to the individual donor, up to 30 percent of the donor’s

income. Governance of a private foundation can be much more closely held than in a public

charity.

Situation Analysis
 SCCADVASA Campaign

The organization’s social media platforms were relatively weak for an organization that

covers a state with a population of 4.8 million people. It had 2,345 Facebook followers, 1,295

Twitter followers and 469 Instagram followers. Its mission statement did not clearly state that

SCCADVASA can be a resource to put those in need in touch with the correct organization for

them. However, it did state that it is the coalition of these organizations and strives to end

domestic and sexual violence in South Carolina. We believed that its follower base is what it was

because the issues it was trying to prevent were difficult topics to talk about openly. Social

media users do not want their name associated with such a controversial conversation, which was

a part of the problem.

  The awkwardness around the topic of proper sexual behavior begins at an early age, and

is an awkward topic for children and young adults as they grow. Page Chilton, our direct client at

SCCADVASA, mentioned that this is a societal challenge that SCCADVASA faced when trying

to encourage survivors to come forward and ask for the help they need to heal from domestic or

sexual violence. Confidentiality is an important value for the organization, but the lack of

awareness surrounding that fact and the organization itself was its main issue to overcome. In our

initial client interview, Page Chilton also mentioned that another one of the organization’s

biggest struggles was the inability to reach a larger audience.

  If people in the South Carolina region were more aware of the topic of dating violence

and less reserved to talking about the issue there would be a larger audience on the

SCCADVASA site. Through outreach on social media we hoped to grow the SCCADVASA

network and allow others to get connected with other survivors and encourage their loved ones to

do the same. We understood this issue was not going to be an easy subject to talk about
 SCCADVASA Campaign

overnight but with the resources SCCADVASA had and the growing awareness through our

campaign we hoped to eliminate the stigma with sexual abuse and dating violence.

Core Problem or Opportunity

  The organization’s core problem was related more to the lack of awareness of what it

does as an organization relative to its member organizations and that in turn was confusing to

people seeking help.

Primary Research

Research was a key component to our campaign. In order to communicate a message to

an audience and ensure that it is received the way it was intended to, an organization must know

its audiences well. As public relations practitioners, it was our team’s job to first understand our

organization through secondary and primary research, figure out its target audience that we could

reach, and then get to know that audience.

Overarching Research Questions

In our primary research, we were seeking to understand how much knowledge our target

audience had about the organization and if they had visited the website or utilized its services.

We also asked questions to determine whether or not they had ever been a victim or known

someone that was a victim of sexual assault. The purpose behind asking these questions was for

us to gather the key information we needed in order to create a successful campaign.

Methodology

After performing secondary research on SCCADVASA, we decided to gather research

from our target audience. We did this by creating a survey that will measure our audience’s

knowledge of SCCADVASA, their education on preventing dating or relationship violence, and

their education on healthy relationships. The survey was created through efforts of the entire
 SCCADVASA Campaign

team but Laken had the responsibility of creating the first outline and finalizing the questions

before distribution. See the survey and survey results in the appendix.

After we created, edited, and re-edited the survey, we decided that electronic distribution

would be the best course of action for our group. The organization revolves around a subject that

society has made unpopular to talk about openly. For this reason, we felt that survey participants

would be more comfortable taking the survey online in the privacy of their own homes.

Questionnaire

The questionnaire and results can be found in the appendix of this chapter.

Sample Selection

Our target audience was people ages 15 to 25, so our sample needed to be people within

that age range that we could reach. We distributed the survey electronically via two different

platforms: University of South Carolina student email addresses and Facebook. Most of our

friends on social media were within the age range of our target audience and were more willing

to take the survey than those who receive a random email from someone they do not know.

For the emailed survey, we randomly selected 200 University of South Carolina students

from the directory found at http://www.sc.edu/about/directory/. Laken randomly selected 100

students with the last names beginning A-M and Morgan randomly selected 100 students with

the last names N-Z. David then took these emails and entered them into Qualtrics, and then

distributed the surveys. We selected a sample size of 200 students for the emails because we

know the percentage of response rates from this method will be significantly low and we wanted

a large range to work with, in case only a fraction of our sample participates.

For the Facebook distribution of the survey, David, Laken, Seton and Ciara posted the

survey on their Facebook profiles with the caption:

 SCCADVASA Campaign

“Hey everyone! I don't post much on Facebook anymore but I need your help with my

Public Relations Campaign class. Below is a link which will direct you to a survey about

domestic violence and sexual assault. This survey is being conducted by a group of public

relations students at the University of South Carolina on behalf of the South Carolina Coalition

Against Domestic Violence and Sexual Assault (SCCADVASA). Your responses to these

questions are confidential and will only be used for research purposes. Your participation would

be greatly appreciated!” We received a greater number of participants from these Facebook posts

than our emails, and our findings are listed below. We also surveyed students at a table we set up

on Greene Street. These results went right along with our findings earlier in the semester.

Timeline

On September 11, 2017 our team began to conduct our research. The secondary research

process lasted about a week. During that week, each of the team members started individually to

find what we could before coming together to compile all of the findings. We found out a lot of

information about SCCADVASA as an organization and what it does in South Carolina. Once

we had all of our research, we compiled all of our information and came up with a research paper

about SCCADVASA. We collected all of the data and sources at the same time.

Once we found our research we immediately had our sources to go right along with it.

We interviewed Page Chilton who serves as the Community Change Coordinator for

SCCADVASA. The interview with Chilton was conducted by team member Ciara Gray. The

interview was a combination of Ciara asking Chilton the twenty client questions developed by

our group and discussing the organization’s overall goals and what it wants to accomplish in the

near future. The interview was on September 13, 2017 and it lasted about 30 minutes. The

interview was very successful in educating our members about the organization’s overall goals

and mission. We found that SCCADVASA is an umbrella organization with many locations
 SCCADVASA Campaign

around South Carolina, and that it has an incredibly broad target audience because domestic

violence, sexual assault and specifically dating violence affect people of all ages, sexes, genders,

and backgrounds.

We furthered our research by conducting two follow-up phone calls with the staff of

SCCADVASA. Our first follow-up call was done by team member Ciara. During the initial

client interview with Page Chilton, Chilton mentioned that Olivia London, Coordinator of

Primary Prevention and Specialized Advocacy at SCCADVASA, would be an excellent resource

for us as well. When Ciara spoke to Olivia London on October 12th around 2 p.m., she was

helpful in having us narrow our campaign’s focus to come up with ways to educate our target

audience on dating violence, specifically. She listed several helpful resources such as the

organization’s prevention plan, which she later emailed to us. When Ciara told her we wanted to

help educate and raise awareness through social media, she referred us back to Page Chilton.

On Wednesday, October 18th around 12:20 p.m., Ciara, David, Morgan and Seton

conducted our second follow-up call with Page Chilton. We spoke to her about our campaign’s

new narrowed focus on dating violence and how we feel we can best reach students at University

of South Carolina. She encouraged us to look at some national domestic violence prevention

organizations such as Washington State Coalition Against Domestic Violence and RAINN. She

mentioned that she usually pulls content from these sites for the organization’s social media, and

that we could do the same in addition to using Google to find statistics and other information for

our campaign.

The secondary research included the background information about SCCADVASA, the

situation analysis and the core problem. Even though each member of the group did their own

secondary research, Morgan and Seton were responsible for the final outline of all the
 SCCADVASA Campaign

background research. The main sources of our secondary research came from the interview

conducted with Chilton and from the organization’s website. We found these resources when we

conducted our research individually.

Analysis of the Results

Based on our findings, we concluded that the organization’s target audience was not as

aware of dating violence education and prevention or SCCADVASA as we would have liked.

We learned that a lot of people did not know about SCCADVASA so they were not able to refer

survivors of domestic violence to them for help. We did find that after taking the survey people

were likely to send their friends or loved ones to SCCADVASA to seek help and were aware of

the organization. This proved that education and awareness could be beneficial to both

SCCADVASA and society.

Our findings have driven our campaign goals and objectives because we gained concrete

evidence that showed us what we need to work on to make our campaign the best possible. The most

important questions and their results (with a description of each) is located in the appendix of this chapter.

The majority of participants who took our survey were 19 to 23 years old with a few

outliers older than the target age group. We found that almost 60 percent of the participants had

never heard of SCCADVASA. Another interesting statistic was seen looking at the two graphs

which represented how likely the participants are to utilize the organization’s services and how

likely the participants would be to refer a victim to SCCADVASA.

The stats showed that people were more likely to refer someone else they knew who was

a victim rather than use SCCADVASA to help themselves when they fell victim to domestic

violence, sexual assault or specifically, dating violence. This reaffirmed our theory that people
 SCCADVASA Campaign

were more willing to talk about other’s issues rather than address their own domestic violence,

sexual assault and dating violence issues.

Limitations and Suggestions for Future Research

The time limits did not keep us from surveying a broader sample in terms of age range.

However, it did limit us in terms of the number we had time to survey or reach. We surveyed a

broad sample of people.

Another issue was that by the time we got the survey where we wanted it to be, we had

little time left to collect results. We were able to get our information through our primary

resources by surveying and we had received a decent response. Our access to the most

appropriate people was a little limited. We didn’t have access to people that had directly been

affected by dating violence. It was also a little difficult to get the contact information for our

sample but we were still able to. Other than jumping over a couple hurdles, it wasn’t extremely

limited.

We were able to reach the appropriate people through the student directory and sharing

on our personal Facebook pages. The sample we used was the most representative that we could

get. We targeted people from the ages of 15 to 25 mostly but really anyone could respond

because anyone could have been, or could currently be actively affected by dating violence. Even

though we were reaching our preferred audience, it was still a limitation that we hand-picked the

USC students (even “at random” they’re not completely random). Future research can be

enhanced in campaigns by simply being given more time to collect data before implementation.

If there was more time to collect this data, the results could be different, therefore the

solutions would be different as well. Time played a huge role in our research and findings. Also,

if there were more time, other avenues of research could have been explored. These avenues
 SCCADVASA Campaign

could include more in-person interviews or phone calls to a provided list of people from

SCCADVASA that wouldn’t mind answering questions surrounding the topic of dating violence.

Mailing out surveys is another way to conduct research and given more time, that would have

been a great way to collect data. Research could also include a larger number of subjects given

more time in the selection process.

Bibliography

Source: http://www.sccadvasa.org/about/

http://www.sccadvasa.org//FileStream.aspx?FileID=46

https://www.501c3.org/what-is-a-501c3/
 SCCADVASA Campaign

Appendix

Survey    

Do  you  believe  you  have  received  adequate  education  on  preventing  dating  or  relationship  

violence  while  in  high  school?  

❏ Yes  

❏ No  

❏ Not  applicable  

Do  you  feel  as  though  you  received  adequate  education  on  healthy  relationships  while  in  high  

school?  

❏ Yes  

❏ No  

❏ Not  Applicable  

What  Sources  have  you  consulted  to  educate  yourself  on  the  issue  of  healthy  relationships?  

❏ Website  

❏ Local  media  outlets  

❏ National  media  outlets  

❏ Domestic  violence  prevention  organizations  

❏ Campus  organizations  

❏ Other  
 SCCADVASA Campaign

❏ I  have  not  consulted  any  sources  

Do  you  know  someone  who  has  experienced  violence  in  a  dating  relationship?  

❏ Yes  

❏ No  

Have  you  ever  heard  of  the  South  Carolina  Coalition  Against  Domestic  Violence  and  Sexual  

Assault?  

❏ Yes  

❏ No  

Have  you  ever  visited  SCCADVASA.org?  

❏ Yes  

❏ No  

Do  you  follow  SCCADVASA  on  any  social  media  platforms?  Please  check  all  that  apply  

❏ Twitter  

❏ Facebook  

❏ Instagram  

❏ I  do  not  follow  SCCADVASA  on  social  media  

What  do  you  believe  to  be  some  of  the  signs  of  dating  violence?  

__________________________  

__________________________  

__________________________  
 SCCADVASA Campaign

How  likely  are  you  to  utilize  the  services  provided  by  SCCADVASA?  

❏ Very  likely  

❏ Somewhat  likely  

❏ Neither  likely  or  unlikely  

❏ Somewhat  unlikely  

❏ Very  unlikely  

How  likely  are  you  to  refer  to  SCCADVASA  someone  who  is  a  survivor  of  dating  violence?  

❏ Very  likely  

❏ Somewhat  likely  

❏ Neither  likely  or  unlikely  

❏ Somewhat  unlikely  

❏ Very  unlikely  

How  old  are  you?  

_______________  

What  ethnicity  are  you?  

❏ American  Indian  or  Alaska  Native  

❏ Asian  

❏ Black  or  African  American  

❏ Native  Hawaiian  or  other  Pacific  Islander  

 SCCADVASA Campaign

❏ White  

❏ Other  

In  which  state  did  you  attend  high  school?  

_______________  

How  do  you  describe  yourself?  (Please  select  one  answer)  

❏ Male  

❏ Female  

❏ Trans  Male/Trans  Man  

❏ Trans  Female/Trans  Woman  

❏ Genderqueer/Gender  Nonconforming  

❏ Different  Identity  

Do  you  consider  yourself  to  be:  (Please  mark  one  answer)  

❏ Heterosexual  or  Straight  

❏ Gay  

❏ Lesbian  

❏ Bisexual  

❏ Not  listed  above  

Thank  you  for  your  participation!  

Survey  Powered  By  Qualtrics  

 SCCADVASA Campaign

All of the questions and results listed below are some of the most important questions

from our survey. These results were put into the form of a chart in order to better explain the

significance of them. The first and second question, "Do you believe you have received adequate

education on preventing dating or relationship violence while in high school," and "Do you

believe you have received adequate education on healthy relationships while in high school,"

were both imperative to our research because it told us whether or not students were getting the

education on this topic that they need in order to be in a successful relationship. Our campaign

was shaped by these results because we were able to move forward knowing that students did not

feel as though they received the education they needed. This played a huge role in how we

approached our target audience. We had to approach this audience with the understanding that

they do not have the knowledge they need so we had to be prepared to give it to them.

Q1  -­‐  Do  you  believe  you  have  received  adequate  education  on  preventing  dating  
or  relationship  violence  while  in  high  school?  
 SCCADVASA Campaign

Default  Report  
SCCADVASA  
December  12th  2017,  4:08  pm  MST  
 
 
 
#   Answer   %   Count  

1   Yes   38.38%   38  

2   No   60.61%   60  

3   Not  applicable   1.01%   1  

  Total   100%   99  
   
 SCCADVASA Campaign

Q2  -­‐  Do  you  feel  as  though  you  received  adequate  education  on  healthy  
relationships  while  in  high  school?  

 
 
#   Answer   %   Count  

1   Yes   39.39%   39  

2   No   58.59%   58  

3   Not  Applicable   2.02%   2  

  Total   100%   99  
   
 SCCADVASA Campaign

The following question, "What sources have you consulted to educate yourself on the

issue of healthy relationships," was important to your research because we were able to see what

medium our audience was mainly getting its resources and education from. This shaped our

campaign because we were able to see that most people did not do any consulting to educate

themselves but when they did, they were looking at websites. Knowing this allowed us to focus

on getting more frequent traffic to the website.

Q3  -­‐  What  Sources  have  you  consulted  to  educate  yourself  on  the  issue  of  
healthy  relationships?  

 
 
#   Answer   %   Count  

1   Website   19.19%   19  
 SCCADVASA Campaign

2   Local  media  outlets   5.05%   5  

3   National  media  outlets   5.05%   5  

4   Domestic  violence  prevention  organizations   7.07%   7  

5   Campus  organizations   11.11%   11  

6   Other   16.16%   16  

7   I  have  not  consulted  any  sources   36.36%   36  

  Total   100%   99  
   
 SCCADVASA Campaign

The question below asking, "Do you know someone who has experienced violence in a

dating relationship," was great for our research because it allowed us to understand the gravity of

this issue in our community. We were able to see that 81 people out of 90 said they knew

someone that had experienced dating violence. In terms of our campaign, we knew we had to

focus on teen dating violence awareness month because it was such a huge issue.

Q4  -­‐  Do  you  know  someone  who  has  experienced  violence  in  a  dating  
relationship?  

 
 
#   Answer   %   Count  

1   Yes   81.82%   81  

2   No   18.18%   18  

  Total   100%   99  
   
 SCCADVASA Campaign

The next two questions below, "Have you ever heard of the South Carolina Coalition

Against Domestic Violence and Sexual Assault," and " Have you ever visited

SCCADVASA.org," were two of the top most important questions we asked. These questions

told us how many people knew about SCCADVASA and its services for the public. Knowing

that 81 out of 99 people did not even know it existed was huge for our campaign. Also seeing

that 97 out of 99 had never even seen the website was very eye opening for us. In fact, these

became the most important missions of the campaign—to get the word out that SCCADVASA

exists to help people in this situation and get them the resources they need to move forward.

Q5  -­‐  Have  you  ever  heard  of  the  South  Carolina  Coalition  Against  Domestic  
Violence  and  Sexual  Assault?  

 
 
#   Answer   %   Count  

2   No   81.82%   81  

1   Yes   18.18%   18  

  Total   100%   99  
   
 SCCADVASA Campaign

Q6  -­‐  Have  you  ever  visited  SCCADVASA.org?  

 
 
#   Answer   %   Count  

1   Yes   2.02%   2  

2   No   97.98%   97  

  Total   100%   99  
   
 SCCADVASA Campaign

The following question was important because this question helped us shape our

campaign in such a way that we even created tactics to help with it. We found that 100 percent of

the people we surveyed did not follow SCCADVASA on any of its social media platforms. This

was a big discovery for us because it allowed us to see how much work we had ahead of us in

order to get a larger following on each of the social media platforms.

Q7  -­‐  Do  you  follow  SCCADVASA  on  any  social  media  platforms?  Please  check  all  
that  apply  

 
 
#   Answer   %   Count  

1   Twitter   0.00%   0  

2   Facebook   0.00%   0  

3   Instagram   0.00%   0  

4   I  do  not  follow  SCCADVASA  on  social  media   100.00%   99  

  Total   100%   99  
   
 SCCADVASA Campaign

This question called for many open-ended responses which was great for us. It shaped

our campaign because we were able to see a glimpse of the education people had already

received and helped give us direction of what to address next.

Q8  -­‐  What  do  you  believe  to  be  some  of  the  signs  of  dating  violence?  
 
What  do  you  believe  to  be  some  of  the  signs  of  dating  violence?  

hit,  push,  shove  

manipulation,  bruises,  extreme  controlling  behaviors  

possessiveness,  anger,  jealousy  

hitting  punching  

hitting  

violent  gestures  

shoving,  slapping  

hitting  

hitting  

violence  

pushing,  hitting  

violent,  controlling  behavior  

hitting  

pushing  

hitting  

abuse  

idk  

anger,  pushing  

emotional  abuse  

hitting,  pushing,  obsessive  fighting  

excessive  controlling,  violent  actions  

hitting,  pushing,  smacking,  punching  

 SCCADVASA Campaign

emotional  abuse,  push,  shove  

hitting  

N/a  

Over  bearing,  talking  down  too,  shoving,  grabbing  hard  

Mental  and  physical  abuse  

Overprotective,  extreme  jealously,  physical  and/or  emotional  abuse  

Obsession,  controlling,  hurtful  words,  always  fighting,  paranoia  

too  much  control  over  significant  other  

Bruises  

Manipulation,  hitting,  controlling  

one  partner  feels  the  need  to  be  silent,  quiet,  etc.  

Signs  of  injury,  isolation,  acting  quiet  or  defensive  

Verbal  abuse  

Bruises  

Low  self  esteem,  isolation  

Lying  to  loved  ones,  unusual  behavior,  depression,  denial  

Physical  violence  

Over-­‐dependence,  agressiveness,  jealousy  

Controlling  behavior  

Isolation  from  friends  and  family  

Physical  

Controlling,  jealous  

boyfriend  constantly  needing  to  know  where  you  are  

Low  self  esteem  

Controlling  what  your  SO  does  

Physical  abuse  

Withdrawn  from  social  situations,  personality  changes  

Inappropriate  behavior,  mistreatment,  inequality  

 SCCADVASA Campaign

emotional  abuse,  alienation  away  from  friends  and  family,  physical  violence,  etc.  

Verbal  abuse  

Emotional  manipulation  

Abusive  language  

Isolation  from  friends  

Possessive/controlling  behavior  

Emotional  and  Physical  Abuse,  through  speech  or  physicality.  

Verbal  abuse,  physical  abuse  

Controlling  

mental  abuse  and  physical  harm  

Never  wanting  to  make  plans  with  friends  

Constant  lies  and  excuses,  constant  apologies,  constant  on/off  again,  constant  obvious  arguments.  

Extreme  attachment,  depression,  anxiety,  

Bruises,  broken  bones,  shyness,  aggression  

Verbal  abuse,  manipulation,  physical  abuse  

Changes  in  behavior,  appetite  or  attitude  

When  a  girl  or  guy  is  afraid  to  be  around  their  partner  when  they  get  mad.  
Controlling,  the  partner  try's  to  isolate  you  from  friends  and  family.  Belittling,  insulting.  Any  hits  shoves  
ect.  
Emotional  and/or  physical  abuse  
Agressive  tone  of  voice,  one  spouse  more  quiet  than  the  other  in  public,  visual  signs  (bruises,  scratches,  
etc)  
Isolation,  possessiveness,  quick  to  anger  

Possessiveness,  isolation,  jealousy  

Controlling  behavior  by  at  least  one  partner  

One  partner  is  always  short  with  the  other  person  

 
 SCCADVASA Campaign

These last two questions were great because they told us if our target audience would

ever consider using SCCADVASA's services or refer them to someone they knew. Finding that

the majority of the responses were neither likely or unlikely, somewhat likely, and very likely

was reassuring that we were on the right track in our campaign. Knowing that once people had

the knowledge of what SCCADVASA does as an organization, they would most likely engage

with it, helped us to see that we were on the right track in our research and campaign.

Q9  -­‐  How  likely  are  you  to  utilize  the  services  provided  by  SCCADVASA?  

 
 
#   Answer   %   Count  

1   Very  likely   8.08%   8  

2   Somewhat  likely   33.33%   33  

3   Neither  likely  or  unlikely   32.32%   32  

4   Somewhat  unlikely   7.07%   7  

5   Very  unlikely   19.19%   19  

  Total   100%   99  
 SCCADVASA Campaign

 
Q10  -­‐  How  likely  are  you  to  refer  to  SCCADVASA  someone  who  is  a  survivor  of  
dating  violence?  

 
 
#   Answer   %   Count  

1   Very  likely   22.22%   22  

2   Somewhat  likely   44.44%   44  

3   Neither  likely  or  unlikely   21.21%   21  

4   Somewhat  unlikely   6.06%   6  

5   Very  unlikely   6.06%   6  

  Total   100%   99  
   
 SCCADVASA Campaign

These next two questions were imperative to our research because it showed us exactly

who was taking the survey. It helped us to understand our audience better and shape our

campaign into what it needed to be.

Q11  -­‐  How  old  are  you?  

 
How  old  are  you?  

21  

19  

19  

21  

22  

21  

21  

23  

20  

21  

20  

19  

21  

19  

20  

20  

20  

22  

21  

22  

20  

19  
 SCCADVASA Campaign

18  

45  

24  

26  

21  

20  

19  

18  

19  

19  

24  

19  

20  

20  

20  

21  

21  

20  

22  

21  

83  

18  

24  

21  

22  

22  

21  

21  
 SCCADVASA Campaign

22  

22  

21  

21  

23  

22  

21  

22  

22  

21  

22  

20  

22  

21  

21  

22  

21  

21  

22  

22  

20  

27  

20  

25  

23  

24  

58  

22  
 SCCADVASA Campaign

22  

22  

22  

26  

22  

22  

23  

19  

21  

21  

32  

22  

22  

22  

64  

25  

20  

22  
 
 
 How  old  are  you?    
 
21  
 
19  
 
19  
 
21  
 
22  
 
21  
 
21  
 
23  
 
20  
 
 SCCADVASA Campaign

Q12  -­‐  What  ethnicity  are  you?  

 
 
#   Answer   %   Count  

1   American  Indian  or  Alaska  Native   0.00%   0  

2   Asian   4.08%   4  

3   Black  or  African  American   18.37%   18  

4   Native  Hawaiian  or  other  Pacific  Islander   0.00%   0  

5   White   72.45%   71  

6   Other   5.10%   5  

  Total   100%   98  

The demographic question helped us to determine if students were from South Carolina

or other areas. Being that SCCADVASA is based out of South Carolina, this gave us a

better understanding of who was taking the survey and why their responses are what they
 SCCADVASA Campaign

are. This helped our campaign because we couldn’t expect someone from another state to

know who SCCADVASA was.  

Q13  -­‐  In  which  state  did  you  attend  high  school?  
 
In  which  state  did  you  attend  high  school?  

SC  

GA  

SC  

SC  

NC  

VA  

VA  

SC  

NY  

Indiana  

SC  

NY  

SC  

SC  

NC  

SC  

GA  

WI  

CT  

SC  

SC  

GA  

Alabama  
 SCCADVASA Campaign

Germany  

North  Carolina  

SC  

SC  

SC  

SC  

SC  

SC  

SC  

CT  

SC  

SC  

SC  

SC  

Georgia  

Maryland  

Minnesota  

SC  

texas  

West  Virginia  

Maryland  

ny  

MD  

Georgia  

New  York  

North  Carolina  

Washington  DC  

MD  
 SCCADVASA Campaign

NC  

Texas  

Virginia  

Texas  

North  Carolina  

Washington  DC  

Texas  

South  Carolina  

Ct.  

VA  

New  York  

pennsylvania  

Colorado  

SC  

SC  

Canada  

Florida  

New  Jersey  

New  Jersey  

New  York  

SC  

New  York  

South  Carolina  

South  Carolina  

SC  

SC  

South  Carolina  

SC  
 SCCADVASA Campaign

SC  

SC  

SC  

South  Carolina  

South  Carolina  

South  Carolina  

South  Carolina  

SC  

South  Carolina  

South  Carolina  

SC  

South  Carolina  

South  Carolina  

SC  

Pennsylvania  

SC  

SC  

SC  
   
 SCCADVASA Campaign

 
Q14  -­‐  How  do  you  describe  yourself?  (Please  select  one  answer)  

 
 
#   Answer   %   Count  

1   Male   30.30%   30  

2   Female   69.70%   69  

3   Trans  Male/Trans  Man   0.00%   0  

4   Trans  Female/Trans  Woman   0.00%   0  

5   Genderqueer/Gender  Nonconforming   0.00%   0  

6   Different  Identity   0.00%   0  

  Total   100%   99  
   
 SCCADVASA Campaign

Q15  -­‐  Do  you  consider  yourself  to  be:  (Please  mark  one  answer)  

 
 
#   Answer   %   Count  

1   Heterosexual  or  Straight   92.93%   92  

2   Gay   2.02%   2  

3   Lesbian   2.02%   2  

4   Bisexual   3.03%   3  

5   Not  listed  above   0.00%   0  

  Total   100%   99  
 
 

 
 SCCADVASA Campaign

In  order  to  generate  more  online  responses,  each  member  of  our  team  posted  the  survey  to  

their  Facebook  timeline.  Here  is  an  example  of  the  post  with  a  link  to  the  survey.    

 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 SCCADVASA Campaign

 
 
 
 
 
 
 
 
 
Planning  Chapter    

Lead  Author:  Ciara  Gray  

 
 SCCADVASA Campaign

Campaign Overview

SCCADVASA’s core problem is its inability to reach a large audience due to a societal

stigma around the topic of domestic violence and sexual assault, which could result in the

organization not getting to help those in need of their assistance. To combat this problem, we

have developed a campaign based on our research that includes a goal, objectives, strategies and

tactics.

Goal

The goal of our campaign is to expand South Carolinians’ knowledge on domestic abuse,

dating violence, and the resources available to survivors.

Objectives

Objective #1

The first objective of our campaign is to increase the number of survivor referrals to

SCCADVASA by 10% December 1st, 2017. The low number of referrals the organization

receives is due to the fact people are not aware of the services it provides to those who

previously experienced or who are currently experiencing domestic violence.

Key Publics

Our key publics would be predominantly college students at the University of South

Carolina. After conducting our survey and seeing how little students on campus knew about

SCCADVASA, we decided to start here. This would include all students on campus, freshmen

through seniors, and would not be restricted to gender or race. Domestic violence is an ongoing
 SCCADVASA Campaign

issue that does not restrict itself to a certain demographic; every student may encounter an

unhealthy relationship at one point in his or her life. Education for all students is important

because even if they are not affected themselves, a friend or loved one might be.

Messages

Having known people in domestic abuse situations and unhealthy relationships, it is

important to me that we get SCCADVASA's services and educational materials to as many

people in South Carolina as possible. The primary message of this campaign is that this issue of

domestic abuse and dating violence is relevant to everybody at one point or another in their life.

The importance of educating yourself on this subject is infinite. In order to eliminate this

problem, we need to know how to spot the signs of an unhealthy relationship and where to turn if

we or our loved ones are experiencing it.

Strategy

In order to obtain objective one, we hope to expand the knowledge of available services

through in-person events on campus. Our hope is that through these events, we instill a sense of

confidentiality while helping to remove the stigmas that are associated with the topic of domestic

violence.

Tactic #1

Our first tactic in order to increase the number of survivor referrals is to host a tabling

event on Greene Street. This event would be a hands-on way to educate students about

SCCADVASA and to remind them that help is always available if they need it. As our survey

responses have shown, very little students on campus had ever heard of SCCADVASA or were
 SCCADVASA Campaign

educated on the services they provide. At the table event, we would hand out informational fliers

and pamphlets on SCCADVASA and the steps to take in order to protect yourself from abusive

relationships. Along with the informational fliers and pamphlets we would also advertise for our

on-campus speaker event, which will be explained in tactic #2.

Tactic #2

Our second tactic is to host a guest speaker on campus who will talk to the students and

community at USC. The speaker will be either a survivor of domestic violence, somebody who

has had a loved one suffer from domestic violence, or somebody who works for SCCADVASA

or one of their sister organizations. Our hope is that having someone come share their story of

domestic abuse or dating violence will urge students who have been in the same or similar

situation to come forward and seek the confidential help they need. We thought a member at

SCCADVASA or one of their sister organizations would be a powerful speaker because they

could speak on why they are so passionate about this ongoing issue and share their story of how

they first became involved in the organization. After the speaker is done we would have a

question and answer portion for anybody left with unanswered questions. There would also be an

opportunity for guests to meet the speakers after the event and speak to them briefly one-on-one.

Objective #2

The second objective is to increase web traffic to SCCADVASA’s social media accounts

by 10 percent on each social media platform (Instagram, Twitter, and Facebook) by the end of

February 2018. We feel that if we can increase web traffic, more people will interact with the

organization and receive its important messages.

 SCCADVASA Campaign

Strategy

The second strategy is to expand knowledge about dating violence through postings on

social media. If we can expand the public’s knowledge of SCCADVASA, the prevention and

education portion of the mission of the organization can be more extensively achieved.

Tactic #1

The primary tactic for this objective is a social media content calendar for the month of

February, which is nationally recognized as Teen Dating Violence Awareness Month. The

purpose of a content calendar is to give the organization a concrete plan of scheduled content to

post weekly. There are two smaller tactics that make up this one larger tactic. The first of these is

a Feature Friday. The purpose of the Feature Friday is to highlight people within the organization

or someone affiliated with it. It could also be a chance to feature sister organizations. The

Feature Friday is a great way for publics to get to know the organization and the affiliated

organizations and to see examples of people who are working to help improve the society in

which they live.

Tactic #2

The second smaller tactic within the content calendar was to include informational videos

and graphics within the calendar. The informational videos would be pulled from other sources

and used to inform people about dating violence during the month of February. The graphics

would be pictures previously taken or suggested pictures to be taken, with useful information on

them or in the caption of the photo. We would also take into consideration any information
 SCCADVASA Campaign

SCCADVASA’s staff wanted to spread specifically, and make those for the client as well. The

content calendar would be made up of two to three postings a week for one month.

Calendar  and  Budget  

 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 SCCADVASA Campaign

 
 
 

 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 SCCADVASA Campaign

Implementation  Chapter    

Lead  Author:  Seton  Gilday  

 
 
 

 
 
 
 
 
 
 
 
 
 
 
 
 SCCADVASA Campaign

Following  is  an  explanation  of  how  we  implemented  our  campaign.  

 
Tactic  #1:    Hold  a  tabling  event  on  Greene  Street  

  The  first  tactic,  tabling  on  Greene  Street,  was  the  most  hands-­‐on  tactic  we  

implemented.  When  our  team  decided  to  host  a  SCCADVASA  table  on  Greene  Street  we  

were  slightly  out  of  our  element.  Nobody  on  our  team  had  ever  gone  through  the  process  of  

tabling  on  Greene  Street,  which  is  a  bit  more  complicated  than  we  realized.    

First,  we  did  not  realize  only  registered  student  organizations  were  allowed  to  host  a  

table  on  Greene  St.  Second,  we  had  a  challenge  finding  a  time  that  worked  for  a  member  of  

SCCADVASA  to  be  present  at  the  table  event.  Because  nobody  in  our  group  has  been  trained  

to  speak  on  SCCADVASA’s  behalf,  we  are  not  allowed  to  run  events  without  a  member  of  

the  organization  present.  The  last  problem  we  faced  is  a  lack  of  time.  With  the  end  of  the  

semester  approaching  rapidly,  the  times  we  had  to  host  a  table  were  limited.  We  had  hoped  

to  have  the  table  on  Thursday,  November  16,  but  because  this  date  conflicted  with  

SCCADVASA,  we  had  to  choose  a  later  date,  November  30,  2017.    

Seton  began  by  calling  the  event  services  office  at  the  Russell  House;  they  can  be  

reached  at:  (803)  777-­‐  7127.  She  spoke  with  a  woman  named  Colleen  Kelly,  the  Event  

Services  Coordinator,  who  informed  her  on  how  to  proceed.  Ms.  Kelly  said  that  because  

SCCADVASA  is  an  off-­‐campus  organization  they  must  partner  with  an  on-­‐campus  

organization  in  order  to  host  a  table  or  be  sponsored  by  an  on-­‐campus  department.  

Because  this  campaign  is  part  of  a  class,  Seton  thought  the  more  logical  route  would  be  to  

get  the  Journalism  department  to  sponsor  the  table.    

Next,  Seton  emailed  Professor  Davis  and  asked  if  she  would  help  sponsor  our  table.  In  

order  for  a  department  at  the  school  to  sponsor  an  event  they  must  fill  out  this  form  (link  to  
 SCCADVASA Campaign

form:  https://25live.collegenet.com/sc/#home_my25live[0]).  Once  the  form  is  completed  

it  can  take  up  to  three  business  days  in  order  to  be  approved.    

Once  we  submitted  our  form,  we  reached  out  to  Page,  the  Community  Change  

Coordinator  at  SCCADVASA,  and  found  a  date  that  worked  for  her.  November  30,  2017  is  

the  date  that  worked  best  for  Page  to  come  and  help  supervise  the  table.    

Once  the  date  was  set  and  the  space  was  secured,  we  had  a  little  over  two  weeks  to  

prepare  for  our  tabling  event.  In  order  to  prepare  for  the  event,  there  were  some  things  we  

needed  to  gather  including:    

❏ Table,  which  David  brought  from  home    

❏ Informational  fliers  and  pamphlets  from  SCCADVASA    

❏ Printed  copies  of  our  survey  in  order  to  gather  more  responses  from  students    

❏ Candy,  to  offer  as  an  incentive  to  take  the  survey    

❏ A  flier  about  the  on-­‐campus  speaker  we  will  host.  This  needed  to  be  created.  

❏ A  list  for  those  interested  to  write  their  name  and  email  in  order  to  receive  a  

reminder  about  the  speaker  event    

At  the  tabling  event,  we  handed  out  informational  fliers  and  pamphlets  on  the  

SCCADVASA  organization  along  with  a  copy  of  the  survey  we  sent  out  via  email.  In  order  to  

attract  people  to  our  table  we  handed  out  wristbands  and  buttons  as  a  thank  you  for  

participating  in  our  survey.    

 
Tactic  #2:    Host  an  on-­‐campus  speaker  event  

  Unfortunately,  because  of  the  time  it  took  to  secure  a  table  on  Greene  St.  that  

worked  with  our  team  and  for  Page,  we  did  not  have  enough  time  in  the  semester  to  
 SCCADVASA Campaign

implement  tactic  2.  But,  if  time  would  have  allowed,  these  are  the  steps  you  would  take  in  

order  to  host  an  on-­‐campus  speaker.  The  first  step  would  be  to  reach  out  to  Page  and  see  if  

she  has  a  speaker  in  mind  who  is  passionate  about  the  issue  of  sexual  assault  and  dating  

violence  and  who  would  be  willing  to  give  an  on-­‐campus  talk.  We  would  also  reach  out  to  

the  Sexual  Assault  and  Violence  Intervention  and  Prevention  department  here  on  USC’s  

campus  –  they  can  be  reached  at  (803)  777-­‐4215  –  to  see  if  they  have  a  member  of  their  

organization  who  would  be  willing  to  speak,  or  know  of  somebody  who  would.    

The  next  step  would  be  to  secure  a  room  for  the  event  to  take  place.  Once  we  had  

confirmed  a  date,  we  would  reach  out  to  Marne  Jenkins,  the  administrative  coordinator  for  

the  School  of  Journalism  and  Mass  Communications.  Ms.  Jenkins  is  in  charge  of  booking  

rooms  for  events  in  the  journalism  school.  Her  number  is  (803)  777-­‐3244.    

Once  we  have  the  time,  date,  speaker,  and  location  in  place  we  would  use  the  list  of  

emails  we  gathered  at  the  Greene  Street  table  to  remind  students  about  the  event.    

In  order  to  have  prepare  for  the  event,  our  team  would  arrive  to  the  room  early  and  

set  up  chairs  and  possibly  a  PowerPoint,  if  the  speaker  wishes  to  use  one.  We  would  have  

one  group  member  at  the  entrance  of  the  journalism  school  guiding  people  to  the  room.  

After  the  event,  we  would  clean  up  the  room  and  put  everything  back  into  place.    

Besides  the  lack  of  time  we  had  towards  the  end  of  the  semester,  the  biggest  

challenge  with  planning  this  event  would  have  been  finding  somebody  who  is  willing  and  

able  to  come  speak  about  their  past  with  domestic  abuse  or  dating  violence.  Many  victims  

are  not  comfortable  sharing  their  story  which  is  why  we  find  this  event  especially  

important  in  order  to  break  down  the  stigma  associated  with  domestic  abuse  and  dating  

violence.    
 SCCADVASA Campaign

 
Tactic  #3:    Social  Media  Content  Calendar      

  In  order  to  create  the  content  calendar,  we  first  had  to  brainstorm  about  what  

people  find  interesting  on  social  media  in  order  to  attract  more  followers  to  SCCADVASA’s  

media  sites.  We  thought  Feature  Friday  would  be  a  fun  way  to  give  the  followers  something  

to  look  forward  to  each  week  during  the  month  of  February.  Feature  Friday  would  consist  

of  something  different  each  week.  For  example,  one  week  could  feature  an  employee  at  

SCCADVASA  with  a  picture  of  them  and  a  short  story  about  what  makes  them  so  passionate  

about  their  work.    

  In  order  to  implement  this  Feature  Friday  social  media  tactic,  we  would  put  together  

a  folder  of  the  staff  members  at  SCCADVASA  and  ask  each  one  of  them  to  briefly  share  a  

story  that  the  followers  would  find  interesting  or  with  which  they  could  connect.  Another  

Feature  Friday  we  will  add  into  the  content  calendar  are  the  videos  and  graphics.  These  

will  be  outsourced  from  other  websites  that  SCCADVASA  can  “retweet,”  “regram”  or  

“repost”  meaning  they  will  share  them  from  another  organization’s  Twitter,  Instagram  or  

Facebook  page  in  order  to  generate  more  traffic  to  their  social  media  sites.    

  One  of  the  problems  we  faced  with  implementing  this  tactic  is  –  as  Page  mentioned  

in  our  initial  client  presentation  –  she  struggles  to  find  content  that  is  meaningful  and  

informative.  She  mentioned  she  does  not  want  to  post  too  many  blurbs,  pictures,  or  videos  

that  the  followers  are  not  interested  in.  Our  hope  is  that  as  college  students  ourselves  we  

have  the  knowledge  of  knowing  what  interests  their  target  audience  and  can  use  that  to  our  

advantage  during  this  campaign.        

 
 SCCADVASA Campaign

SCCADVASA Content Calendar February 2018  

Sunday   Monday   Tuesday   Wednesday   Thursday   Friday   Saturday  

                Feb.  1   Feb.  2   Feb.  3  
                       
                Teen  Dating   Feature  
Violence   Friday  
Awareness  
month  post  
Feb.  4   Feb.  5   Feb.  6   Feb.  7   Feb.  8   Feb.  9   Feb.  10  
                       
    Motivation   Why  Teen   Feature  
Monday:   Dating   Friday  
Infographic   violence  is  
post   an  issue  in  
SC  
Feb.  11   Feb.  12   Feb.  13   Feb.  14   Feb.  15   Feb.  16   Feb.  17  
               
    Motivation   Happy   Feature  
Monday:   Valentine’s   Friday  
Infographic   Day!  Healthy  
post   Relationships  
Info  Post  
Feb.  18   Feb.  19     Feb.  20   Feb.  21   Feb.  22   Feb.  23   Feb.  24  
                           
Healthy   Healthy   Healthy   Healthy   Healthy   Feature   Healthy  
Relationships   Relationships   Relationships   Relationships   Relationships   Friday   Relationships  
Signs  to  look   Signs  to  look   Signs  to  look   Signs  to  look   Signs  to  look   Signs  to  look  
for  week   for  week   for  week   for  week   for  week   for  week  
   
Feb.  25   Feb.  26   Feb.  27   Feb.  28              
       
SCCADVASA   Don’t  forget  
event  day   to  maintain  
healthy  
relationships  
in  the  future!  
 

Tactic  #4:    Informational  Graphics  

 
 SCCADVASA Campaign

 
 SCCADVASA Campaign

Evaluation  Chapter    

Lead  Author:  David  Barboza  

 
 SCCADVASA Campaign

Campaign Evaluation

Section 1

Objective 1: To increase the number of survivor referrals to SCCADVASA by 5% December 1,

2017.

Evaluation: We have not yet determined whether or not our objective has been completed

because we have had a few slight difficulties with the scheduling to fully implement our tactics

for the objective. In order to find out if we complete our objective, we will monitor the referrals

SCCADVASA receives.

Strategy 1: Expand the knowledge of available services through in-person events on campus.

Evaluation: As of now, we are unable to determine if this strategy will achieve our

objective. To determine if this strategy works, we will use SCCADVASA’s referral service to

measure if they received additional referrals from USC students as a result of holding events on

campus.

Tactic 1a: Host a tabling event on Greene Street.

Evaluation: Our campaign group succeeded in implementing this tactic. We were able to

host the event where we spread awareness of domestic violence and sexual abuse. This event

gave us the opportunity to hand out more surveys which resulted in 55 more survey entries into

our data. Unfortunately, we were not able to advertise for our guest speaker due to lack of time in

the semester.

Tactic 1b: Host a guest speaker on campus who will talk to the students and community

at USC.

Evaluation: Due to our complication with trying to schedule a date for the tabling event,

we won’t be able to have this tactic implemented before the end of the semester. Nevertheless,
 SCCADVASA Campaign

once we have the okay to host the event, we will use questions following the guest speaker to

evaluate whether or not our tabling event was effective at bringing people to the guest speaking

event. If we had implemented this tactic, we could have used a post-event survey to get an idea

on how people heard about the event and why they wanted to come.

Objective 2: The second objective is to increase web traffic to SCCADVASA’s social media

accounts by 10 percent on each social media platform (Instagram, Twitter, and Facebook) by the

end of February 2018.

Evaluation: Because we have planned for this objective to be completed in February of

2018, we will not be able to evaluate it while being enrolled in our campaign class this semester.

However, we would like to offer SCCADVASA ideas to analyze if our objective is completed.

To evaluate the effectiveness of our social media content, we would advise SCCADVASA to

monitor the tools social media has to offer. For instance, Facebook and Twitter have tools that

allow you to see how many times your social media content has been viewed, liked and shared

with other people. SCCADVASA can also monitor referrals and ask how people heard about the

organization.

Strategy 2: Expand knowledge about dating violence through postings on social media.

Evaluation: With our social media content set to go live in February of 2018, we have not

been able to see if this strategy was successful. When the content is posted, the client will use the

tools discussed above to monitor the success of our content.

Tactic 2a: Social media content calendar for the month of February.
 SCCADVASA Campaign

Evaluation: The social media tools which observe how many people view and share our

content will be crucial in evaluating whether this tactic is successful when the client implements

our social media content.

Tactic 2b: Include informational videos and graphics within the calendar.

Evaluation: Much like the rest of our campaign, we have no way of evaluating this tactic

until early 2018 when we’ll have completed this course. But we have noticed that graphics are

much easier for viewers to comprehend and share. With that, we would like to offer that

SCCADVASA use social media analytics tools to stay up to date on how the social media

content is being viewed and circulated.

Section 2

Although we have not had the ability to fully implement our campaign, we have laid out a few

steps in order to fully evaluate our campaign once put into practice. One change we believe our

campaign should have had was that we should have managed our time more carefully. For

example, the main reason we were not able to get our first objective implemented is because we

waited too late to get the table scheduled. We didn’t know the whole process behind scheduling

the table so once we found out what all we had to do, it was too late to have it done by the

December 1 deadline. Until we are able to find out how our campaign performed, we aren’t at

liberty to change a lot because it would be labeled as speculation.

 
 SCCADVASA Campaign

Appendix    

Outline for a Feature Friday Social Media Post:

• Select an important person/survivor or member organization

• Include photo

• Highlight key message/mission statement from person or organization in caption

• (Optional) Include quote from person or staff at organization

• Edit according to social media platform used

• Schedule for posting

Outline for Informational Graphic Social Media Post:

• Select new fact/statistic from SCCADVASA generated content or other organizations

content

• Design photo on Canva, Photoshop, Illustrator or other preferred graphic designing tool

• Caption: do not just repeat statistic, state reason it is important

• Include call to action at the end

• Link to relevant website or donation information

• Schedule for posting