Campaign Book_PRINTNEW

Fall 2014 Campaign

Table of Contents

Team Biographies .................................................1

Introduction ...........................................................5

Background & Current Situation .....................6

Situation Analysis .............................................. 11

Primary Research ...............................................27

Planning ................................................................40

Evaluation ............................................................57

Budget & Calendar ...........................................60

Conclusion ..........................................................68

Appendix .............................................................69

Team BiographiesHaley Besser - Account Executive

Brittney Smith - Account Executive

member for the Once A Mountaineer, Always A

move back to New York City and pursue a career in the

Christopher Nelson - Research Director

worked with Mountaineer Idol Gives Back as a PR intern

and with Woman & Home Magazine as a copywriter in

Philadelphia and pursue a career in the sports industry.

1

Team Biographies

2

Katie Heller - PR Director

Eleina Elachkar - Content Strategist

the NRECA in Washington, D.C. as a PR intern and with

successful.

as a special events coordinator and West Virginia Botanic

Garden as a PR intern. She has also worked as an assistant

interior designer at a local furniture store and taught

and the social issues that she is most passionate about.

Lucy Sutton - Research Director

Personnel and with Senator Joe Manchin on Capitol Hill as a

press intern. She has worked for the Natalie Tennant for

Team Biographies

3

Derek Collins - Community Outreach

Sara Cottle - Creative Director

Amanda McComas - Digital Media Director

Verge Magazine as a PR intern and feature writer in London;

Idol Gives Back as a PR intern. She currently works at

strengthening her design skills.

Amanda plans to move to New York City and pursue a career

in the sports or fashion industry.

pursue a career that will strengthen his skills in the industry.

Team Biographies

4

Olivia Mastromonaco - Digital Media Director

She has done PR work for the Trinue Hallack Fire Department

and helped plan PR strategies for the Mount Olive Ath-Ed

York metropolitan area to pursue a PR career in the sports

industry.

Introduction

5

About the Campaign

Throughout the course of the campaign, the team worked to completely rebrand MSNAP

MSNAP

residents with redeemable spay/neuter vouchers to local veterinary clinics. In the following

raise funds and awareness.

Background&

Current Situation

6

Background

of its kind, MSNAP was created by former volunteers of Animal Friends of North Central West

stray and feral animals. MSNAP founders provided Monongalia County with another choice -

spay/neuter vouchers in partnership with ten local veterinary clinics (MSNAP, n.d.)

MSNAP in obtaining publicity or funding (MSNAP, n.d.).

control (MSNAP, n.d.).

MSNAP uses a voucher program to help Monongalia County residents with paying for

spay/neuter services. Vouchers are only available by phone requests to maintain the order in

members of the target audience may not have access to the Internet or computers, so phone

7

clear that MSNAP only provides spay/neuter services. MSNAP does not foster, adopt or trap

Service Audience The MSNAP voucher program requires users to meet three main criteria. First, the person

and most importantly, those seeking assistance must be residents of Monongalia County (N.

residency.

union, The Mountainlair. However, MSNAP has found that this community as a whole either

is a major asset to Monongalia County, as it is full of a variety of pet owners and even more

and a user-friendly website.

8

monetary resources. Animal Friends and Monongalia County Humane Society are both local

Monongalia County. However, MSNAP does not trap, adopt or foster animals as some other

be made available to anyone who seeks it as a way to remain honest and trustworthy to

Friends and the Monongalia County Humane Society, however, have more money in a budget

word of mouth, MSNAP will be able to reach a larger audience, which can bring in more

only public presence is ReTails, a small store within the Morgantown Mall. MSNAP does not

In Monongalia County, there are many pet owners that look to MSNAP for spay/neuter

Monongalia County residents obtain the services without having to provide proof of being in

There is a high demand for spay/neuter services. With only an answering machine to

9

animals, pet owners look for ways to cut the cost of caring for their furry friends and MSNAP

pro cant discount for services crucial to the care of any pet.

Core Problem and Opportunity MSNAP s current core problem is that its target audience lacks a clear understanding of

social media use. Therefore, there is an opportunity to increase program awareness within the

reaching its target audience.

A secondary concern of the client is its inability to reach rural Monongalia County. This

tested.

Vision MSNAP chair members hope that this campaign will educate Monongalia County

understanding of the services it provides among key audiences. With a new logo, user-friendly

to clearly de rvices t community. Although Young is on board with a majority

keep up with the new technologies.

10

Works CitedAnimal Friends of North Central West Virginia (n.d.). Animal Friends main Retrieved from

animalfriendswv.org

Mon County Humane Society (n.d.). Mon County Humane Society main Retrieved from

moncountyhumanesociety.org

MSNAP (n.d.). MSNAP main Retrieved from MSNAP.org

Young Reports [internal document].

SituationAnalysis

11

because it showed the team which strategies have worked and which have not. Gauging

why

allowed the team to develop a solid base of knowledge regarding the issue of animal

social

subsequent results will be discussed in the Primary Research chapter.

Past press releases and news coverage distributed by local media outlets such as WAJR,

presence in the media. The team also referenced published case studies and the websites of

reduce the number of animals euthanized in Monongalia County.

their awareness of MSNAP and its mission.

Rural Monongalia County was also considered as a target audience, but, unfortunately, is

MSNAP had considered doing a mass mailing to the rural part of the county but found the cost

mailings to fund the surgeries for the animals already known to be in need of assistance

main focus, in part because spaying/neutering animals is the only humane way to maintain or

The applicant must be a resident of Monongalia

County (proof-of-zipcode is required)

obtaining a voucher. There is a limit of three vouchers per applicant per quarter, and each

12

13

program.

Center (MCCAC) is an animal control and

While researching similar spay/neuter

campaigns implemented by The Humane Society

n.d.). This strategy created an ominous tone that was intended to pull at the heartstrings of

embraced a cheerful tone through eye-catching images and light-hearted videos to promote the

importance of spaying/neutering (Animal Friends, n.d.).

Figure 1: Number of Vouchers Distributed

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be confusing to the public. The team will determine through primary research which style

Monongalia County residents.

Media Presence and Coverage

Annual Reports).

throughout the year. MSNAP earned coverage for its World Spay Day campaign through radio

PSAs broadcasted by WCLG and an announcement published in The Dominion Post. The

the video

-

The image on the poster showed the body of a pregnant woman with the head of a cat under

cats spayed or neutered, [MSNAP] put a cat head on the body of a perma-Duggar. MSNAP

stands for Mountaineer Spay Neuter Assistance Program, and honestly, if pregnant cats wore

15

to be successful thus far. The Dominion Post and WV Press wrote a story in February about the

brown paw print is placed on the corner of the rectangle, which is also emphasized by a black

shape in a chalky, italicized font. Forest

green, brown and pale yellow appear

scheme. A small thumbnail version of the

image is simply the brown paw print from the original logo outlined by a black square. Forest

enlargement. The paw print in the image is most commonly

MSNAP. The appearance of the logo is outdated and does not

logo disregards this rule. Another important rule in designing a logo is to make

animals. Giving MSNAP a new logo that represents its services with a cleaner, more legible

can more easily be used on social media as an avatar, once again keeping with consistency and

Image 2: MSNAPs Thumbnail

Image 1: MSNAPs Current Logo

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logo is in no way related the current ReTails logo. This, once again, may confuse the public

logo design the seal that appears on the vouchers. This image is black and red. One would not

know what the seal was or how it was related to MSNAP unless they have received a voucher

Social Media & Online Presence

calendar of events,

how to become a

member and a

to MSNAP can be

made directly

through the

website through

link that redirects to

justgive.org where one

clicking the Amazon icon, users are redirected to the online shopping site. A percentage of the

Image 3: MSNAP Website

17

order to create a sense of

between MSNAP and the public, a factor that Ms. Young believes to be one of the most import-

The MSNAP

Facebook page, as seen in

can be accessed by typing

the primary social media

with the public and promote

events. The Facebook page

On average MSNAP posts once a month, but to this date, nearly three months have passed

can be found by typing

page is used as a means to

sold in the store, along with

fundraisers shared via

social media presence, the

Image 4: MSNAP Facebook

Image 5: ReTails Facebook

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should include more photographs from social events and fundraisers. Even an update sharing

the number of vouchers distributed that week or month would keep Facebook users well

for the voucher program. MSNAP has also collaborated with a variety of local businesses and

Pets Are Worth Saving (PAWS)

Student Animal Legal Defense Fund (SALDF)

Senior Monongalians

PAWS

19

WVU Center for Service & Learning

-

also receive credit for community service by logging their service hours on iServe.

designated items were donated to MSNAP.

It was important for the team to note that MSNAP does not have a stable

Animal Friends of North Central West Virginia, located on Brewer Road, and the Mon County

Humane Society, located on High Street. For reasons disclosed by Ms. Young, the MSNAP

contact would be neither relevant nor useful to this campaign. MSNAP has not done any work

Current Messaging Strategies

the

sporadic, inconsistent method

makes comprehending each

piece nearly impossible. The

manner in which they are

presented is neither apparent

to be consistent with its

messaging materials.

Image 6: Beat Their Heat

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asleep, not dead.

Two PSAs have been released for MSNAP

within the past couple of years. One is a factual,

light-hearted video that focuses on important facts

and ways the public can get involved. The second is

animals in cages, and light, with upbeat music and a

with facts. This inconsistency is confusing for the

messages will only confuse the public. The

tone must be selected and promoted throughout

the public can easily interpret in order to successfully broadcast the message. It is also

the important issues MSNAP supports.

educate its current audience while simultaneously reaching a new sector.

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World Spay Day

Mountaineer Week

Morgantown Farmers Market

Woofstock

recognized event, an annual campaign of the Humane Society, has one of its numerous

MSNAP is

and raise awareness of its mission.

doing the same at the Morgantown Farmers Market on Spruce Street every Saturday. Informing

MSNAP to spread a consistent message. Signage, partnerships, and community presence

members there talking with people and telling them what MSNAP does, that is not going to

change.

fundraising events. Some of these fundraisers were the Annual Golf Tournament at Meadow

Ponds, held in Maidsville, West Virginia; an MSNAP sponsored yard sale, situated at the

on High Street; ENJOY coupon book sales; and a partnership with Amazon Marketplace selling

22

While some

events in which MSNAP

seem to directly increase

the spay/neuter rate, each

one servers as a means to

brand with the

community and to make

it aware of the current

issues facing Monongalia

County animals. Therefore,

the team believes it is

SWOT Analysis

unsuccessful, MSNAP cannot share its mission statement, which is to make spay/neuter the

audience is the challenge the team currently faces.

There are many obstacles the campaign could come across. The likeliness that MSNAP

members are not properly taught how to use social media. A related problem is the chance that

REVENUE

EXPENDITURES

ACTUAL

Table 1: Actual and Projected Fundraising

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Table 2: SWOT Analysis

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Inconsistent messages conveyed to the public

MSNAP does in regards to the fact it do not adopt, shelter or transport

animals

audiences. The consistent and frequent use of social media is required to do so. A second

the MCCAC, can be used as a shock factor if MSNAP chooses to assume this tone. The likelihood

with MSNAP. Lastly, it has been made clear through the documents provided by the client that

With the help of the campaign team and a more focused approach to planning these events,

MSNAP has the opportunity to become a common household name.

25

Works Cited

friendswv.org/

est-cat-thing-ive-seen-today/).

tournament-to-help-local-pet-owners

26

about-us/saldf/

MSNAP.org/

PrimaryResearch

27

The primary research was a fundamental part of this campaign. It was vital for the team

community knows about MSNAP, its mission and the services it provides, as well as the

audience.

and services?

Monongalia County?

Why are some pet owners more inclined to spay/neuter their animals than others?

28

Method The primary research consisted of two methods. First, the team created an online survey

Online Survey The survey was created using the web-based survey generator Qualtrics. The survey was

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message most appealing

Measure awareness of MSNAP, its mission and the services it provides

gathered more in-depth results due to the personal bond established between the moderators

messages appealed most to the audience, but why these messages were the most appealing.

focus groups, and others used their personal cell phones to record the audio of both

discussions. At the conclusion of both nights, the team members present at the session had a

group.

Online Survey

30

they were asked to write their major and year in school.

category because their major was not

Some majors included in this group

were English, criminology, history and

journalism, among others. The most

frequent major indicated was strategic

biology were the second most

within the copy of the survey in

Figure 2: Respondent Majors

Figure 3: Class Rank

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social media sites used by the respondents

were not used as frequently, as shown in

that their pet was spayed/neutered, as shown

no, we asked them to clarify in the following

neutered their pet.

Five people said they wanted to breed their pets

spay/neuter

Two others said the high cost of the surgery as the

problem

One said they would be having the surgery done

soon

Figure 5: Cat or Dog

Figure 6: Spay or Neuter

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they were aware of this.

respondents to only select one source where they

MSNAP has used radio as a means of

not listen to the radio at all. The most frequently

Figure 7: News Sources

33

Respondents were then asked to only

were asked to test various messaging

strategies and how the responses to

alternated in the last three

statements in order to test if there

Nearly half of respondents felt

neutral that there is a problem with

with the statement that

spaying/neutering your pets helps

Table 3: Level of Agreement Statements

34

MSNAP and the services that they provide.

Respondents

were given a brief

overview about what

MSNAP is and the

services it provides,

and then they were

asked to choose the

slogan they believe

of the respondents

Table 4: Level of Knowledge

35

but the same slogan was used on all four

the image of a dog wearing a cape (Full

Respondents were then asked to watch

and messaging and then to answer a series of

and showed images of dogs and cats in cages.

Educates

Figure 11: Ad Messaging

Figure 12: Most Appealing Design

36

educated respondents and made

Through two focus groups,

was a strong divide over which message content was most appealing.

preferred. Although both groups actually preferred a more neutral, light-hearted tone in

37

it is best to use comedy to reach the target audience.

that it was more logical to show images of what MSNAP is trying to promote a feral-animal

the color scheme, were eye-catching, and the upbeat music was determined to retain more

listeners and, thus, educate more people about the issue at hand.

colloquially-known, abbreviated name. This video also appealed to the focus groups for its lack

are more likely to persuade her to become involved with the cause.

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Truly understanding the problem and its severity in the county, rather than simply having

applicable for the voucher program. Such tones bring the problem to view and show how grave

more inclined to spay/neuter their pets than others were concluded also. Furthermore, the

Most pet owners spay/neuter their pets, and the few that do not claim breeding

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MSNAP, its mission and its services. In other words, nearly all the links in the chain of curbing

In order to best reach the target audience with appealing messages, MSNAP must

to promote it. The survey was promoted mainly through social media and online

may not have reached those who might not use social media or have access to these

announcements. Therefore, the survey is based on a convenience sample and may not be

Planning

40

about MSNAP and the resources it provides.

updates to followers about MSNAP, its services and events

ReTails

Key Publics

Pet Owners

account for the community members who would request vouchers. The primary research

Students

The teams primary

accounts for an older demographic.

41

Theme The key goal of this campaign is to increase awareness of MSNAP by rebranding the

of this campaign is to create a new logo that not only represents MSNAP more professionally,

the spaying/neutering surgery itself.

with the modern clean look of the

logo. Confusion that they look like a

but it was decided that either

saving animals more than the

The use of the dog and cat represents

the animals on which the surgery is

performed and remains general

the bigger M, as opposed to the hyphen, keeps the design more concise and visually pleasing.

The decision to drop the hyphen also aids in making MSNAP more searchable on the Internet.

Another reason the cat and dog logo works so well is because the cat and dog can be

Retails Logo As part of the rebrand, the team determined that the ReTails logo needed a makeover as

well. MSNAP receives a lot of its funding from the ReTails store. The current logo makes drawing

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In order to remain consistent and easily

materials for the campaign, such

as business cards, PowerPoint

templates and annual report

templates, will use the unique

B).

Website and Social Media Strategy

Website The current MSNAP website contains an inconsistent layout and content that is spread across one page, similar to a

Word document. The page

not user-friendly or easily navigable.

there are no tabs at the top of

into subcategories. This lack of

and the services it provides.

there are several Clipart style

sponsors. However, this layout results in

Figure 14: Top of Current Website Homepage

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members, at any skill level to be able to upload content to the site. The Digital Media Director

more professional image.

To go along with the established color scheme, the proposed website uses images and

infographics, such as a teal or brown paw print, to maintain a consistent image that translates

The new site has the

created to give the user more

what it does in regards to

these tabs makes the new

heading.

to frustrate users who are seeking its resources.

Poor content

The main content featured on this site is funny infographics and images,

Figure 16: New MSNAP Homepage

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Brand cohesion

MSNAP needs a consistent message

that MSNAP is here and wants to help those in need.

Current Community Outreach Events

Figure 17: Response Manner Figure 18: Brand Cohesion

45

Event: World Spay Day

Date:

year in order to highlight the importance of spaying/neutering in

Morgantown. It has partnered with community businesses and county

treats at local animals shelters and veterinary clinics.

Purpose of Involvement:community. This event is a great opportunity to inform the community about MSNAP and the

services it provides.

Event: Monongalia County Fair Parade

Date:

January - March April - July August - October

World Spay DayFebruary

Mon Country Fair ParadeJuly

Pet Expo at Morgantown MallAugust

Kids DayJuly 18, 2015

WVU Homecoming ParadeLate September/Early OctoberWV Mountainfest

July 22-16, 2015Mountaineer WeekLast week of October

Table 5: Community Outreach Events

46

should consider having a small booth at the fair to allow community members to engage with

Purpose of Involvement:

community.

Event:

Date:

This event is based around kids


Event: WV Mountainfest

Date:

This event is not relevant to the


Event:

Date:

47

direct passersby to visit ReTails.

name in press releases and radio PSAs.

Purpose of Involvement:who have an interest in animals. This event provides an opportunity for MSNAP to reach its

target audience in a fun environment.

Event:

Date:

members and students.

-

Purpose of Involvement: The parade engages both the general Morgantown community as well

Event: Mountaineer Week

Date:

MSNAP could engage more students by including

on-campus environment.


48

Event: Feral Cat Day

Date:Purpose of Involvement:

The message for Feral Cat Day is similar to World Spay Day. Therefore, MSNAP

through campaign related posts, as a way to consistently reach the community throughout the

year.

Event:


farmers selling their produce, cheeses and meats.

rural demographic that makes up large part of Monongalia County. Farmers Markets within and

around Morgantown include Mountaineer Country and Westover Farmers Markets.

On-Campus ReTails Sale:

hearted, consistent message that informs each audience about MSNAP and its services.

49

Messages Several key messages were tested during the primary research in order to discover what

Spay/Neutering Campaign was referenced to determine that the types of messages that would

appeal to this group would be relatable, professional and serious.

Pet Owners

Students (pet owners and non-pet owners)

Pet Owners

outcome for pets. Images that imply the physical spaying or neutering

for the animal

This message would encourage the audience to be responsible and to take

care of their pet by spay/neutering them

Students (pet owners and non-pet owners)

messages. It was noted that people did not like depressing messages where animals were

tricked, terrible and, as a result, unwilling to take part in the cause. Students preferred

50

the local area and display of honest facts

also reminds students about the problem itself

and resonates the best. Messages can also be visually appealing by

found that adults favor messages that are serious and professional. These messages are most

51

euthanasia, followed by the low cost of spaying/neutering a pet. Although

services.

Earn coverage in various media outlets in Morgantown.

Send news release about MSNAP/ rebrand to the Dominion Post

Pitch story to the Daily Athenaeum about MSNAP and services

Develop and send a TV PSA to WBOY about MSNAP and its services

Strategy 2:

E)

What MSNAP is and the services it provides

iServe and community service credit

and online social networks

52

Strategy 3:

Strategy 4:

Strategy 5:and documents.

Create an annual report document design template for yearly document

Include the logo and taglines on the website

recognizable and concise image that promotes MSNAP and ReTails. The campaign surveys

provided the team with valuable feedback pertaining to the level of awareness and overall

impression of the campaign.

The website provides an easy-to-use resource to community members who are searching

53

updates to followers about MSNAP, its services and events.

Strategy:

Rebuild a presence for MSNAP on Facebook by responding to comments and inquiries

community members through the online medium

audience engaged

Strategy: A more reliable system can be established by embedding an online request form to the MSNAP website. This provides an easier way for community members to receive services.

Create a separate tab on the website that directs users to a voucher request form

54

an easy way for Monongalia County residents to submit a request. This system also creates a

more manageable way to sort requests in the order in which they were received, allowing the

Strategy:Gain media coverage through news releases and media advisories about the mission of MSNAP

and the importance of spaying and neutering animals within the community. Focus on media

help reach the target audience.

feeding feral animals in the community

Pitch a story to the DA to cover the campaign and our partnership with MSNAP

area.

Obstacles

faced in its partnership with MSNAP is a strong resistance to change. MSNAP has been

hyphen from its name. However, further discussion of the logo can result in a compromise that

Through a comprehensive training of online and social mediums, MSNAP members can gain a

thorough understanding of how to navigate these sites and integrate them into the

55

they receive in order to keep track of the order.

56

Works Cited

30

Primary

Evaluation

57

The goal of the proposed MSNAP campaign is to increase awareness of the Mountaineer

around Morgantown, and all over Monongalia County. The campaign will rebrand both MSNAP

Awareness of MSNAP and its services is surprisingly low, as shown in the pre-campaign

determine if the campaign was successful in gaining the awareness that it sought from the

bolster support in the Morgantown area. Hopefully that support comes in the form of

produce eager and willing individuals to help at ReTails and assist with MSNAP community

Monongalia County nine months out of the year. The uniform branding developed for the

Analysis The pre-campaign survey asked respondents about their awareness of MSNAP and its

Once the post-campaign survey is complete, those results should be compared to the results

from the pre-campaign survey to measure changes in awareness. The post-campaign survey

should be distributed through the same outlets as the pre-campaign survey in order to reach

the same targeted publics.

updates to followers about MSNAP, its services and events

58

suggested updates for the Facebook pages are to post pictures of events and community

Analysis

number of likes on the page should be monitored. They should then be compared to the

be monitored and analyzed to gauge improvement.

Currently, MSNAP has only one outlet for voucher requests - leaving a name and number

another outlet to receive requests. MSNAP currently only uses a phone number and two

respond to the requests. An e-mail account linked through the new website will solely be used

for voucher request forms. The proposed website has a tab dedicated to vouchers. At the

address. This tab is designed to be used quickly and easily. The new email account will be used

with the voicemail to allow for the most in need residents to receive their vouchers more

Analysis When the newly designed website goes live, results could be seen immediately. The new

that become full faster than the volunteers can respond. The new e-mail will relieve that

problem by providing more storage while keeping track of when the requests come in. The

ahead of those who call.

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Analysis

The MSNAP campaign is a proposed rebranding of the Mountaineer Spay/Neuter

cards, a redesigned website that is accessible and easily navigated, a newly created online

voucher request system integrated into the website and a new outreach strategy for community

30

Primary

Budget&

Calendar

60

Calendar

Earn coverage in various media outlets in Morgantown.

Strategy 2:

61

Strategy 3:

Strategy 4:

62

Strategy 5: and documents.

Strategy:

63

Strategy: A more reliable system can be established by embedding an online request form to the MSNAP website. This provides an easier way for community members to receive services.

Strategy:Gain media coverage through news releases and media advisories about the mission of MSNAP

and the importance of spaying and neutering animals within the community. Focus on media

help reach the target audience.

64

Timetable

Athenaeum

resources

to the

tance to not feed feral animals

65

Budget

67

Table 6: Gantt Chart

30

Primary

Conclusion

68

Conclusion

proposal nature of this work, the team has provided materials, such as a post-campaign survey,

30

Primary

Appendix

69

Appendix Contents

Appendix A: Research Instruments A1 - Pre-campaign Survey

Appendix B:

Appendix C:

Appendix D:

Appendix E:

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Appendix A - Research Instruments

A1 - Pre-campaign Survey

459 Capstone (MSNAP)

Q3 Which of the following best describes you?

WVU Student (Undergraduate or Graduate Student) (1)

WVU Administration (2)

WVU Faculty (3)

WVU Staff (4)

Not affiliated with WVU community (5)

Other (please specify) (6) ____________________

If WVU Student (Undergraduate ... Is Not Selected, Then Skip To What social media sites do

you use? (...If Not affiliated with WVU com... Is Selected, Then Skip To End of Survey

Q33 Please fill in your major in the space provided.

Q22 What year are you in school?

Freshman (1)

Sophomore (2)

Junior (3)

Senior (4)

Graduate Student (5)


Q4 What social media sites do you use? (Choose all that apply)

Facebook (1)

Twitter (2)

Instagram (3)

Google + (4)

Vine (5)


I don't use social media (7)

Q5 Do you own a cat or dog?

Yes (1)

No (2)

If No Is Selected, Then Skip To Have you ever fed a stray animal?

Q6 Is your cat or dog spayed or neutered?

Yes (1)

No (2)

If Yes Is Selected, Then Skip To Have you fed a stray animal in the pa...

Q7 Why isn't your pet spayed or neutered? Briefly explain in the box provided.

71

Q8 Have you fed a stray animal in the past year? Yes (1) No (2)

Q9 Are you aware that feeding stray animals contributes to pet overpopulation?

Yes (1) No (2)

Q10 Through which of the following sources do you get your news? (Choose all that apply)

Television (1) Newspaper (2) Radio (3) Online News sites (4) Facebook (5) Twitter (6) Other (Please expalin) (7) ____________________

Q23 Through which of the following sources do you get your news most often?

Television (1) Newspaper (2) Radio (3) Online News sites (4) Facebook (5) Twitter (6) Other (please explain (7) ____________________

Q24 In the past, what sources have you used to learn more about nonprofit/charitable organizations or causes to support? (Choose all that apply)

Online searches (1) Organization-specific websites (2) Student Organizations (3) Professors/Class announcements (4) My peers (5) Booths in the Mountainlair (6) WVU Center for Service & Learning (7) Facebook (8) Twitter (9) Other (please specify) (10) ____________________

72

Q11 Which source do you turn to most often to learn more about nonprofit/charitable organizations or causes to support?

Online searches (1) Organization-specific websites (2) Student Organizations (3) Professors/Class announcements (4) Fellow students (5) Booths in the Mountainlair (6) WVU Center for Service & Learning (7) Facebook (8) Twitter (9) Other (please specify) (10) ____________________

Q12 What local radio stations, if any, do you listen to? Q14 Indicate your level of agreement with the following statement:

Strongly disagree (1)

Disagree (2) Neutral (3) Agree (4) Strongly Agree (5)

There is a problem with

pet overpopulation in Monongalia

County. (1)

Spaying or neutering pets

helps to prevent pet

overpopulation. (2)


helps to prevent the

euthanization of animals. (3)


helps to prevent

animals from being put down. (4)

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Q13 Please indicate your level of knowledge of the following:

Not at all

knowledgeable

(1)

Somewhat

knowledgeable

(2)

Neutral

(3)

Knowledgeable

(4)

Very

knowledgeable

(5)

Mountaineer

Spay Neuter

Assistance

Program (M-

SNAP) (1)

The services

that M-SNAP

provides (2)

Q17 M-SNAP is a nonprofit organization that advocates the spaying/neutering of animals to

reduce the number of homeless, abandoned and feral animals living in Monongalia County.

This, in turn, will reduce the number of animals being euthanized.Based upon this explanation,

which of the following slogans do you believe best fits with the organization?

"Fixing Mon County--One pet at a time" (1)

"Mountaineers Fix Their Best Friends" (2)

"We don't rescue, foster, transport, adopt, trap or shelter. We just fix 'em" (3)

Q18 If you have an idea for a better-fitting slogan, please provide it in the box below (if not,

leave blank)

Q15 Did you know that M-SNAP has a Facebook account?

Yes (1)

No (2)

Q19 Which of the following phrases impacts you the most?

Image:M snap message pic 1 (1)




Q20 Which ad message appeals to you most?

Image:Messageserious fixed (1) (1)

Image:Messagefunny2 fixed (2)

Image:Messagefunny fixed (3)

Image:Ad appeals pic 3 (4)

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Q21 Which ad design concept (not message) is most appealing to you? Image:Slogan ad pic 1 (1) Image:Slogan ad pic 2 (2) Image:Slogan ad pic 3 (3) Image:Fixingmonserious copymit (1) (4)

Q28 Please watch all three of the short videos, and answer the three questions that follow (Do not hit full screen): Video 1. Video 2. Video 3. Q28 Which video grabs your attention the most?

Video 1: Let's Get it On Cat Video (1) Video 2: Animals in Cages Video (2) Video 3: Last Year Alone/Facts Video (3)

Q29 Which video educates you more about the importance of spaying/neutering pets?


Q30 Which video most influences you to take action for spaying/neutering?


Q31 Please leave your email in the space provided for a chance to win a Barnes & Noble gift card. Q32 If you are signed up with a teacher for extra credit, please leave your name, class (e.g. PR 215), and professor's name in the space provided.

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Initial Report Last Modified: 12/03/2014

1. Which of the following best describes you? # Answer

Response %

1

WVU Student (Undergraduate or Graduate Student)

151 90%

4 WVU Staff

2 1% 3 WVU Faculty

1 1%

2 WVU Administration 1 1%

6 Other (please specify) 12 7%

5 Not affiliated with WVU community

0 0%

Total 167 100% Other (please specify) Wvu alum parent to WVU student Alumni WVU Alumni aunt of WVU student wvu parent Restaurant Owner - downtown WVU Alumni WVU parent WVU Grandparent WVU parent alumni Statistic Value Min Value 1 Max Value 6 Mean 1.41 Variance 1.77 Standard Deviation 1.33 Total Responses 167

76

2. Please indicate your level of knowledge of the following: # Question

Not at all

knowledgeable

Somewhat

knowledgeable Neutral Knowledgeable

Very

knowledgeable

Total

Responses M

1

Mountaineer

Spay Neuter

Assistance

Program

(M-SNAP)

107 21 11 19 6 164

2

The

services

that M-

SNAP

provides

108 20 14 18 4 164

Statistic

Mountaineer Spay Neuter

Assistance Program (M-

SNAP)

The services that M-SNAP

provides

Min Value 1 1

Max Value 5 5

Mean 1.76 1.72

Variance 1.46 1.33

Standard Deviation 1.21 1.15

Total Responses 164 164

3. Do you own a cat or dog? # Answer

Response %

1 Yes

123 74%

2 No

44 26%

Total 167 100%

Statistic Value

Min Value 1

Max Value 2

Mean 1.26

Variance 0.20

Standard Deviation 0.44

Total Responses 167

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4. In the past, what sources have you used to learn more about nonprofit/charitable organizations or causes to support? (Choose all that apply)

# Answer

Response % 1 Online searches

94 57%

2 Organization-specific websites

74 45%

3 Student Organizations

83 50%

4 Professors/Class announcements

51 31%

5 My peers

72 43%

6 Booths in the Mountainlair

27 16%

7 WVU Center for Service & Learning

15 9%

8 Facebook

65 39% 9 Twitter

47 28%

10 Other (please specify)

3 2%

Other (please specify) church Church through donation requests at restaurant Statistic Value Min Value 1 Max Value 10 Total Responses 166

78

Other (Please expalin) word of mouth Michael Savage Statistic Value Min Value 1 Max Value 7 Total Responses 166

7. Through which of the following sources do you get your news most often?

# Answer

Response % 1 Television

26 16% 2 Newspaper

4 2% 3 Radio

5 3%

4 Online News sites

60 36%

5 Facebook

24 14% 6 Twitter

44 27%

7 Other (please explain

3 2%

Total 166 100% Other (please explain Michael Savage Buzzfeed BuzzFeed Statistic Value Min Value 1 Max Value 7 Mean 4.18 Variance 2.89 Standard Deviation 1.70 Total Responses 166

79

8. Which video grabs your attention the most? # Answer

Response %

1 Video 1: Let's Get it On Cat Video

49 33%

2 Video 2: Animals in Cages Video

55 37%

3

Video 3: Last Year Alone/Facts Video

46 31%

Total 150 100% Statistic Value Min Value 1 Max Value 3 Mean 1.98 Variance 0.64 Standard Deviation 0.80 Total Responses 150

8. Which video grabs your attention the most? # Answer

Response %


49 33%


55 37%

3


46 31%


80

9. Please fill in your major in the space provided. Text Response Spanish Journalism/PR History Law Business Management MDS Strategic Communications Strategic communications biology Psychology Communication Studies JD Candidate (Law) Biology English Elementary Education Strategic Communications History Advertising Criminology Criminology Business chemical engineering public health Engineering Secondary English Education biology Fashion Design and Merchandising Communication Studies: Health Emphasis Child development and family studies Elementary Education Interior design Biology Undecided Public Relations Public relations Journalism Strategic Communications Biology Biology / Statistics Economics Business Communication Studies nursing Advertising Engineer Television journalism Business- HR Human Nutrition and Foods

81

Strategic Communications Criminology and Psychology Strategic Communications Strategic Communications -Advertising Public Relations Public Relations Strategic Communications Strategic Communications Strategic Communications Journalism Geography Strategic Communications Public Relations elementary education Strategic Communications STCM - Advertising Counseling Psychology TV Journalism Nursing Strategic Communications Advertising English Industrial Hygiene Accounting and Finance Mathematics psychology Masters of Social Work Design Studies Forensic and Investigative Sciences agroecology chemistry Sport and Exercise Psychology Speech Language Pathology Epidemiology Strategic Communications English Biology Public Relations Physics Sport and Exercise Psychology Sport and Exercise Psychology B.S. Chemistry and Biology Medicine public relations and geography Social Work Strategic Communications Public relations Master of public health Mechanical and Aerospace Engineering Biology Agribusiness Management and Rural Development

82

Public Relations Education Statistic Value Total Responses 151

10. Indicate your level of agreement with the following statement: # Question Strongly disagree Disagree Neutral Agree

Strongly Agree

Total Responses Mean

1

There is a problem with pet overpopulation in Monongalia County.

4 19 79 46 16 164 3.31

2

Spaying or neutering pets helps to prevent pet overpopulation.

3 8 10 51 92 164 4.35

3

Spaying or neutering pets helps to prevent the euthanization of animals.

3 11 28 45 77 164 4.11

4

Spaying or neutering pets helps to prevent animals from being put down.

3 13 25 47 76 164 4.10

Statistic

There is a problem with pet overpopulation in

Monongalia County.


helps to prevent pet

overpopulation.


helps to prevent the euthanization

of animals.


helps to prevent animals from

being put down. Min Value 1 1 1 1 Max Value 5 5 5 5 Mean 3.31 4.35 4.11 4.10 Variance 0.79 0.87 1.07 1.09 Standard Deviation 0.89 0.93 1.03 1.05

Total Responses 164 164 164 164

83

11. What social media sites do you use? (Choose all that apply)

# Answer

Response % 1 Facebook

149 89% 2 Twitter

135 81% 3 Instagram

130 78% 4 Google +

21 13% 5 Vine

34 20%


7 I don't use social media 3 2%

Other (please specify) Reddit yahoo mailchimp snapchat tumblr Tumblr Snapchate Snapchat Pinterest LinkdIn, Tumblr pinterest, linkedin, research gate Pinterest Tumblr Snapchat Pinterest pinterest Blogs snapchat tumblr Snapchat Snapchat Statistic Value Min Value 1 Max Value 7 Total Responses 167

12. Is your cat or dog spayed or neutered? # Answer

Response % 1 Yes

111 90% 2 No

12 10% Total 123 100%

84

Statistic Value Min Value 1 Max Value 2 Mean 1.10 Variance 0.09 Standard Deviation 0.30 Total Responses 123

13. What year are you in school? # Answer

Response % 1 Freshman

14 9% 2 Sophomore

20 13% 3 Junior

34 23% 4 Senior

63 42%

5 Graduate Student 20 13%


Total 151 100% Other (please specify) Statistic Value Min Value 1 Max Value 5 Mean 3.36 Variance 1.33 Standard Deviation 1.15 Total Responses 151

85

14. Why isn't your pet spayed or neutered? Briefly explain in the box provided. Text Response We have plans to mate him in the future and then he will be neutered. We want her to have puppies Well, he is only a year old, but he is trained in protection, so he needs all of his testosterone. It makes a dog less active if you neuter them. We tried to get my dog to mate, but he became too old and we just never felt the need to neuter him. My boyfriend didn't want it to be. We just got him & we want puppies!! My dog is roughly five months, so he is just now eligible to be neutered. I haven't decided if I will or not because the high cost, undergoing a surgery I don't feel he absolutely needs. I understand the surplus amount of dogs without homes, so I don't plan on adding to that problem. I can't afford her yearly shots and to get her spayed. I've been trying to save up money for it, but I just haven't gotten there yet. He is a purebred corgi and I want to eventually get a female and breed them. I haven't gotten around to it yet because I just got my cat but plan on doing so sometime soon. They are too young right now to be neutered My dog is still to young to get neutered. Statistic Value Total Responses 12

15. Have you fed a stray animal in the past year? # Answer

Response % 1 Yes

56 34% 2 No

111 66% Total 167 100%


86

16. Which video educates you more about the importance of spaying/neutering pets?

# Answer

Response %


17 11%


39 26%

3


94 63%


17. Are you aware that feeding stray animals contributes to pet overpopulation?

# Answer

Response % 1 Yes

74 45% 2 No

92 55% Total 166 100%


87

18. Which ad design concept (not message) is most appealing to you? # Answer

Respon

1 19

2 94

3 23

4 25

Total 161 Statistic Value Min Value 1 Max Value 4 Mean 2.34 Variance 0.77 Standard Deviation 0.88 Total Responses 161

19. Which of the following phrases impacts you the most? # Answer

Respon

1 39

2 71

3 36

4 16


88

20. Which video most influences you to take action for spaying/neutering?

# Answer

Response %


23 15%


60 40%

3


66 44%


21. Which ad message appeals to you most? # Answer

Respon

1 63

2 18

3 69

4 12


89

22. What local radio stations, if any, do you listen to? Text Response WKKW WVAQ 101.9, 100.9 102 WVAQ WVAQ, CLG 101.9 U92 WVAQ Wvaq 92.4 Groovy station Z100 Wvaq None 100.1 n/a WWVU Public broadcasting star 95 fm WAJR, WCLG 100.9 FM, WAJR, WCLG, No local radio stations none 97.9 None N/a N/A Wwvaq 101.9 wkkw wvaq Froggy 97.9 none N/A 101.9 WVAQ 93.7 Q102 N/A 96.1 Kiss WVU radio none I do not listen to the radio here in Morgantown Rock 105 None The Savage Nation 96.7 96.1 kiss N/A

90

WCLG 101.9 none N/A none none Do not listen. 100.1 100.9 None wvuaq None WVAQ Wkkw wvaq 101.9 I typically listen to satellite radio. 101.9 dont listen to local radio NPR, WVAQ U92 WVAQ, 94.1 (Keyser, Cumberland) none None WCLG, WVAQ WMZQ NPR none none 97.9 WVAQ Froggy Country WWVU, WVAQ 97.9 WKKW 100.9, 102 WVAQ 99.3, 93.1, 101.9 I cannot remember. none U92 97.9 I don't listen to the radio N/A U92 none, they all suck and U92 is the most obscure shit ever NPR 101.9 WVAQ WV PUBLIC RADIO 101.9 102 WVAQ, WCLG I do not listen to local radio stations.

91

None 103.5

Statistic Value Total Responses 148

23. M-SNAP is a nonprofit organization that advocates the spaying/neutering of animals to reduce the number of homeless, abandoned and feral animals living in Monongalia County. This, in turn, will reduce the number of animals being euthanized.Based upon this explanation, which of the following slogans do you believe best fits with the organization?

# Answer

Response %

1 "Fixing Mon County--One pet at a time"

92 56%

2 "Mountaineers Fix Their Best Friends"

59 36%

3

"We don't rescue, foster, transport, adopt, trap or shelter. We just fix 'em"

13 8%

Total 164 100%


24. Did you know that M-SNAP has a Facebook account? # Answer

Response % 1 Yes

23 14% 2 No

141 86% Total 164 100%

92


25. If you have an idea for a better-fitting slogan, please provide it in the box below (if not, leave blank) Text Response n/a Save a life, fix your pet! Fixing to Save Lives Heads Up Monongalia : Fixing It Prevents It If you love 'em then fix 'em! "Neuter and spay. It's the right way." We fix the animals, we fix our county Fix em or kill em chop ya balls mon county With M-SNAP, improving the way of life for your pet is a quick and easy "fix". Spaying for a cause Don't try to make the slogan clever. People should identify with it on an emotional level. none I don't, unfortunately Be the solution, spay and neuter Pets can't get abortions, but they can get neutered. Montaineers helps their best friends n/a Skip the birds and bees talk with your pets and get em' fixed at... "Bob Barker was right..." Na Statistic Value Total Responses 23

93

26. Please leave your email in the space provided for a chance to win a Barnes & Noble gift card. Text Response [email protected] n/a [email protected] [email protected] [email protected] [email protected] [email protected] [email protected] [email protected] [email protected] [email protected] [email protected] [email protected] [email protected] [email protected] [email protected] [email protected] [email protected] [email protected] [email protected] [email protected] [email protected] [email protected] [email protected] [email protected] [email protected] [email protected] [email protected] [email protected] [email protected] [email protected] [email protected] [email protected] [email protected] [email protected] [email protected] [email protected] STCM 421 Colistra [email protected] [email protected] [email protected] [email protected] [email protected] [email protected] [email protected] [email protected] [email protected]

94

[email protected] [email protected] [email protected] [email protected] Statistic Value Total Responses 130

95

27. If you are signed up with a teacher for extra credit, please leave your name, class (e.g. PR 215), and professor's name in the space provided. Text Response STCM 421 Colistra James Harner Chow Joon Hsin, STCM 421 , Dr Collistra STCM 421 Colistra Chelsea Lindner, STCM 421, Dr. Colistra Cherise Burton, STCM 421, Colistra Erin Beck, Stcm 421, Colistra Cara Jaskiewicz STCM 421 Dr. Colistra Samantha Gabage STCM 421 Dr. Colistra Anna Blankenship, STCM 421, Dr.Colistra Katelyn Lester, STCM 421, Colistra Kristen Barrows STCM 421 Dr. Colistra Carly Stover STCM 421 Dr. Colistra Max Bayer, STCM 421, Dr. Colistra Michael Davidson, STCM 421, Dr. Colistra Drew Allen, STCM 421, Rita Colistra (Shayne Wilson, STCM 421 Dr. Colistra) Gwen Wygal, STCM 421, Dr. Colistra Michael Martin, STCM42, Dr.Rita Colistra Kelly Williams STCM 421 Dr. Colistra Allison Pitchford, STCM 421, Dr. Colistra.. Alexa Nagy; STCM 421; Dr. Colistra Antoinette Yelenic, STCM 421, Dr. Colistra (Ryan Van Buren, STCM 421, Dr.Colistra) Mary Lemine, STCM 421, Colistra STCM 421 Dr. Rita Colistra Hannah Chenoweth, STCM 421, Dr. Colistra Rachel Blevins, STCM 421, Dr. Colistra Anna Rydn, PR 215, Dr. Roger Pinell Hayley rosen PR215 Pinnel Chelsea McDermott PR 215-001 Roger Pinnell Troy Clemons PR 215 Pinnell Shontae Shaheed, PR 215, Dr. Pinnell Claire Arnold PR 215 Doc Pinnell Rachel Thompson PR 215 Roger Pinnell Thomas Hancock, PR 215, Pinnell and Bethany Ackerman William Mertz, STCM 421, Dr. Colistra Nicole Bartman, PR 215 10:00am , Roger Pinell Audrey Gunther PR 215 Pinnell Abby Roberts STCM 421 Dr. Rita Colistra Mitchell Whorton, PR 215, Doc Pinnell Amanda El-Ghoul PR 215 Doc. P PR 215 Pinnell PR215 Roger Pinnell

96

Statistic Value Total Responses 44

97

Consent to Participate in Focus Group Study as part of the MSNAP Rebranding Campaign

The purpose of the group discussion and the nature of the questions have been explained to me.

I consent to take part in a focus group measuring my levels of knowledge and awareness of the selected topic of discussion. Any beliefs and opinions I share may be included in future community outreach and messaging strategies of the Mountaineer Spay Neuter Assistance Program (MSNAP). I also consent to be video-recorded during this focus group discussion.

My participation is voluntary. I understand that I am free to leave the group at any time.

None of my experiences or thoughts will be shared with anyone outside of the campaign team (WVU PR 459) unless all identifying information is removed first. The information that I provide during the focus group will be grouped with answers from other people so that I cannot be identified.

I hereby release West Virginia University, WVU Reed College of Media, members of the campaign team MSNAP and Little Caesars Pizza from any injury, illness or loss of personal items before, during and after the event. I am also signing to state that I have received the pizza provided for participating in the focus group.

______________________________________ _______________________

Please Print Your Name Date

______________________________________ _______________________

Please Sign Your Name Phone Number

______________________________________ _______________________

Witness Signature Date

98

A4 - Focus Group: Protocol

Focus Group Protocol

Good evening,

Thank you for taking the time to join us here. We know that you all are busy, so we will be sure

to keep the meeting under 90 minutes.

We are here representing MSNAP, which stands for Mountaineer Spay Neuter Assistance

Program. We will use the information collected in tonights session to help us learn about the

awareness levels of MSNAP in the WVU community, and eventually develop a rebranding

campaign for the organization.

Would it be okay with everyone if we record this session? The video will be used only for our

records and will not be seen by anyone else. We want to encourage you to speak freely.

All information collected in this session is completely confidential and no participants names or

personal information will be disclosed in any reports.

We would like to make a few requests before we begin:

1. Please speak loud and clear so that everyone can hear what is being said.

2. One person speaks at a time so that everything will be heard. Everyones opinions are

equally valuable.

3. Give your honest opinion about questions, not what you think others might want to hear.

4. There is no right or wrong answer to any of the questions.

Does anyone have any questions before we begin?

99

Opening Question

Please raise your hand if you own a cat or dog.

- 10/8- pet owners; question will be asked to clarify all participants are in the correct

session

- 10/9- owners or not owners; question will be asked to better categorize research findings

Introduction Questions

What comes to mind when you hear the phrase spay/neuter?

Have you ever fed/sheltered stray animal(s) in the past? If so, why? If no, why not?

Transition Questions

Can you recall any spay/neuter campaigns youve seen in the past? Please elaborate.

Do you view animal overpopulation as a serious concern? Please elaborate on why or

why not.

o The moderator must imply the question refers to dogs and cats (domesticated

animals)

Key Questions

Do you feel that there is an overpopulation problem with animals in Mon. County?

How aware are you of MSNAP and the services it provides?

100

What do you think could be done to increase awareness about MSNAP and the services

they provide to the community?

What are the most common ways you find out about what is going on in the community?

Move to Message Testing Examples protocol (separate sheet)

Closing Questions

What do you think is the most important thing we discussed today?

Do you think theres anything we missed or anything anyone would like to add?

Thank you for your time. If you have any further comments, please contact the campaign at

[email protected].

101

TESTING OF APPEALS: Focus Group

1. Image Testing: impact of the image (slogan remains the same) a. Fixing Mon. County, one pet at a time

i. Image 1: Scared cat getting snipped ii. Image 2: Superhero

iii. Image 3: Nursing mother iv. Image 4: Headstone- Never Fixed

- Through which image do you think the message is best presented? Why? - Which image appeals to you more? Please elaborate. - Key words for moderator to use: approach (comical/ serious); impact

2. Message Testing: best tone to use in message (text changes, consistent neutral image) a. The only balls your dog needs are the ones he fetches b. Neutering your pets makes them less nuts c. Last year alone 1,500 animal in Monongalia County were euthanized; Spay/neuter

your pets

d. Feeding stray animals leads to pet overpopulation; Spay/neuter your pets

- Which image do you prefer? Please elaborate why. - Do you tend to prefer a humorous tone in messaging over one that is serious? - Which tone best supports a campaign promoting a serious message?

o Example: Is using a humorous tone to approach a serious topic effective? - Do you understand the purpose of each message?

o Despite changing the tone and actual text, each image is advocating spay/neuter

102

- Key words for moderator to use: tone (humorous/ serious); appeals; memorable; purpose of message; effectiveness

3. Word Impact Testing: exchanging synonyms of euthanize; image remains same a. Euthanized b. Murdered c. Put down d. Put to sleep

- What is the purpose of each image? - Which word (synonym of euthanize) best conveys this purpose? - Which word makes the message most memorable to you? Please elaborate why. - Do you tend to prefer/remember message with an intense tone over those that take a

more light-hearted approach? - Key terms for moderator: impact; convey; understanding; severity/intensity

4. Saras logos (will be tested if time allows) a. Cat/dog image b. Brown paw print c. Blue paw print d. Scissors

- Can you describe the services of the organization that the logo is promoting? - Which logo do you prefer?

o Perhaps have attendees rate images from 1-4 (1, most favorite; 4, least favorite)

103

- What aspects do you prefer? Which do you not? Please elaborate. - To you, what makes a logo memorable? Please provide specific examples and

elaborate. - Key words for moderator: understand; design aspects; visually appealing;

memorable; desirable

5. Video Testing: What makes a PSA effective and appealing? a. M-SNAP PSA: S erious approach (B/W video)

i. http://vimeo.com/27067327

b. M-SNAP PSA: Neutral approach i. http://vimeo.com/21052397

c. Olivias PSA: C omical approach i. Saved in Google Drive

104

- Which video appeals the most to you? o Which type of approach (tone) do you prefer?

We are not testing what color/text/music the participants like! - Which video would cause you to take action?

o Action meaning spay/neuter, spreading awareness of M-SNAP or donating to the organization

- Can you think of other PSAs you have seen? Why are you able to remember these? o Examples: Smokey the Bear; Above the Influence; Cl ick it or ticket; It

Gets Better (LGBT campaign)

105

Focus Group #1 transcribed by Eleina Elachkar

Person 1 Junior, engineering Person 2 Senior, public relations Person 3 Senior, public relations Person 4 Senior, strategic communications Person 5 Senior, music Person 6 Junior, strategic communications Person 7 Junior, exercise physiology Lucy: Please fill out the consent form and turn it in. Please help yourself to some pizza. This is an informal discussion so if you need to get up during feel free. Im sure you all know from the emails we are all in Dr. Colistras capstone and we are going to be running a focus group about MSNAP and the awareness within the WVU community. I will be moderating tonight, my name is Lucy. Chris: My name is Chris; I will be helping with moderating. Just a few things. We will be recording with audio and video, nobody will see this but us, so please speak freely, this is confidential. Please speak loud and clear so everyone can hear what is being said. One person should speak at a time so nobody talks over each other. And give your honest opinions about the questions; there are no right or wrong answers so please tell us how you feel. Anybody have questions? Silence --- Lucy: Is everybody here a pet owner? Entire Group: Agrees yes. --- Chris: What comes to mind when you hear the phrase spay or neuter? Person 2: I think not having a thousand puppies running around. Which is good because strays are not a good thing. Person 1: I think about money. It costs a lot. Lucy: For the surgery? Person 1: Yes. --- Chris: Has anybody ever fed or sheltered stray animals in the past and if so, why? Person 1: Yes, the rule growing up was, If you can catch it you can keep it.

106

Person 2: I have too. I just feel bad because I think all pets deserve a home. Person 4: I took care of a kitten that I found for a few days but then gave it to someone who could take care of a cat because I couldnt. --- Chris: Can anybody think of a spay/neuter campaign that they have seen in the past? Persons 2-7: Agrees no. Person 1: Yes. In Pennsylvania on the border there was a cat place that would offer a one-day a month free spay/neuter. They also sheltered cats. Person 2: Does this have to be locally? Chris: No, just anything I general. Person 2: I can think of one. Bob Barker from The Price is Right, but that is about it. --- Chris: Do you view animal overpopulation as a serious concern? Entire Group: Agrees yes. Chris: Can you elaborate? Person 4: I feel sorry for the animals. Its not fair to them. Person 3: If they are not taking care of properly then they can get rabies. Person 2: I think its our responsibility. Animals are reproducing because that is just what they do. We need to take it in our own hands and solve these problems because its sad and unnecessary that these animals can starve to death. Person 5: I think it depends on the area. Around here there are a little bit. Especially in South Park, a lot of cats. Everywhere. Person 7: When its your pet its your responsibility to get them spayed or neutered and take care of them to begin with. Animals on the streets, there is nothing you can do about that. But when its your pet you should do whats best for it --- Chris: Do you notice a lot of strays in Mon County? Person 3: More cats, no dogs really just cats.

107

Person 2: I agree, its mostly cats. Lucy: Has anybody here ever heard about MSNAP? If so, do you know what type of services it provides? Person 1: I have, I volunteered for them before. Person 2: I heard of it but I dont know a whole lot about it. I know they help pay or pay for spay or neutering? Chris: Do you know about the services they provide? Person 6: A little bit. Rest of the group: Agrees no. --- Lucy: For those of you who dont know, MSNAP is a nonprofit organization that advocates the spaying/neutering of animals to reduce the number of homeless, abandoned and feral animals living in Mon County. This, in turn, will reduce the number of animals being euthanized. What do you think can be done to increase the awareness about MSNAP the services it provides. within the WVU community? Person 4: Advertisements or social media. Person 2: Especially for students, I think its important to really make your social media outlets known. I dont know if they have social media already, but it should be made known. They should try to get more followers, likes and different things like that. --- Chris: Where do you go to find out about organizations like this? Where do you see them for example paper, radio, online, social media? Person 2: Probably online. Rest of the group: Says social media. Lucy: Person 4, could you elaborate on specific types of advertisements? Person 4: In general, like commercials or posters. ---

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Lucy: We are going to move on and focus on images to get reactions of our target audiences in regards to MSNAP. Please keep the definition of MSNAP and what they do in mind. We are going to show you some slogans, and we want to get your opinions on them. The first is: Fixing Mon County, One pet at a time The second is: Mountaineers Fix Their Best Friends And the third is: We dont rescue, foster, transport, adopt, trap or shelter. We just fix me So, by raising hands who believe that the first slogan is the best for this organization? Persons 1, 2, 5, 6, 7: Raise hands. Lucy: The second? Persons 3, 4: Raise hands. Lucy: The third? Silence Lucy: Does anybody have an idea for a better slogan? Silence Lucy: If anybody thinks of one, please submit it to the email that you have been contacted through. --- Lucy: Next, we will be testing the impact of words within commercial pieces. Just to clarify, this particular test we are looking for what you think about the phrase not the actual image. 1,157 animals were euthanized last year in Monongalia County 1,157 animals were put down last year in Monongalia County 1,157 animals were murdered last year in Monongalia County 1,157 animals were put to sleep last year in Monongalia County Of the four phrases, which one impacts you the most? Persons 1, 2, 4, 5, 6: Raised hand. Lucy: Please elaborate why. Person 5: It just sounds the best.

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Person 2: It definitely sounds the best and the other ones, especially number two, are trying to make you feel terrible. The first one sounds more professional with the word euthanized. Person 4: I think the fourth one is confusing because it could mean put to sleep for surgery. Person 7: I like put down the best. Murdered or euthanized can be too harsh but that one is worded the best. Lucy: Does anybody else agree that put down is the best? Silence Lucy: Out of the four phrases which one is most memorable? Person 5: Murdered, but I dont think that one is the best. Rest of the group: Agrees. --- Lucy: Next we will be moving on to message testing. Specifically we are looking for the best type of tone to use within a message. The text will change but the image will stay the same. Please focus on the message. The only balls your dog needs are the ones he fetches Neutering your pets makes them less nuts Last year along 1,500 animals in Mon County were euthanized Feeding stray animals leads to pet overpopulation Who thinks the first image is the most appealing? Silence The second? Persons 1, 2: Raise hands. Lucy: Please elaborate why. Person 2: I think that it is funny and memorable but not too in your face. The third one is nice too but is more memorable and light hearted. Chris: Do you prefer more humorous messages?

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Person 2: Yes, I think that type of message resonates with me more. Person 1: The first one is too much; you wouldnt want to offend an older lady with that one. Lucy: The third one? Persons 4, 6: Raise hands. Lucy: Please explain why. Person 4: I think its the most powerful message. Person 6: Hearing about animals being euthanized gets me. Its straight to the point. Lucy: The fourth? Persons 3, 5, 7: Agree. Person 3: I think its the most professional however its not a sexual innuendo and talks about the fact that there are strays plus a separate issue, as in over population. Almost as in its fixing the problem. Person 6: I disagree; I think it is telling people to not do this which goes against what MSNAP is trying to do. Person 2: I feel like four is confusing. I think people wouldnt; make the connection right away and would not think about it anymore. Lucy: Person 3, would you prefer a serious tone over humorous? Person 3: It would depend on the message content. Chris: How about everyone else, serious or more humorous? Rest of the group: Serious. Person 5: Number four is just not something that people would necessarily think about and can teach them something. Number four is to the point and also catchy. --- Lucy: Next, we will be moving on to image testing. We will be testing design concepts of the four following images and the tones the image brings. The slogans stay the same. MSNAP has a few slogans, but I think this is the most dominant slogan. On the first you will see a cat afraid that he is about to be neutered or spayed. It says, Fixing Mon

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County, One Pet at a Time. The second shows an image of a nursing dog. The third is a super dog. And the fourth is a gravestone that says, RIP Mittens.

By a show of hands, who believes the first image is the most appealing?

Silence

Number 2?

Persons 2, 3, 5, 6, 7: Raise hands.

Lucy: Number 3

Person 4: Raises hand.

Lucy: As far as the image of the super dog, could you all elaborate as to why you think its the most appealing?

Person 5: Its positive.

Person 7: It has a positive tone and makes you feel like you are doing a good thing by getting your pet spay or neutered.

Lucy: And for the image of the nursing mother?

Person 4: I dont live any of them but that one goes with the message and shows how many puppies on dog can have.

Lucy: Its a neutral slogan so the image is not negative as the grave stone but serious enough.

Person 4: Right, it gets the message across more than others.

Lucy: So why would the rest of you prefer the super dog as a positive image than the image of the cat?

Person 2: I thought the surgical cat was gross. I would rather not think about the surgery and his balls or anything. Id rather think of the dog or kitty and its a positive message. Hes super dog.

Lucy: Does anybody else have anything to add to that?

Silence ---

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Lucy: Next we will move on to testing some PSAs. I am sure you all know what PSAs are. Each will talk about MSNAP and the messages they do. As far as this part of the focus group, we will not ask you to focus on the quality of the video, elements of production, the music or footage. Please focus on the tone of the PSA, which one is the most appealing and which one has the best tone or creates the most impact. Shows PSA video #1 Lucy: What did everyone think about PSA #1? Person 3: It was definitely funny. I really liked it. It wasnt over the top but got to the point but also made us laugh. Rest of the group: Agrees it was funny. Person 2: I thought it was pretty good. I thought it was a little much at the end when it said, Get It On Responsibly, I was like alight youre laying it kind of thick. But, I liked it, it was fun. Lucy: Was anybody not such a fan of it? Person 4: As soon as it started I was jamming out to the music. Lucy: But overall the humor would you say it was attention grabbing? Rest of the group: Agrees yes. Person 7: I think it got the message across and had the right amount of humor. It balanced the humor and seriousness. Shows PSA video #2 Lucy: Can anybody make any general comments about this PSA? Person 4: It was very informational. Res of the group: Agrees. Person 2: I think the colors and types of actions used made the information seem not boring but more informative than other PSAs, which can be boring. It caught your attention and was catchy to the eye. Shows PSA video #3

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Lucy: What did you all think about that PSA? Person 4: At first it reminded me about the Sara McLaughlin videos. Rest of the group: Agrees. Person 4: I think they are affective but sad. I always change the channel because I hate watching them. Person 2: I think if I saw that I would change the channel real fast and miss the positive side of it. It makes me really sad and I dont like watching those videos. I think most people would just stop watching right away and change the channel. Person 3: I agree with what they both said. At first I thought it would be more serious and sad rather than how it was. I would not turn it off right away because it switched focus soon enough so it wasnt so terrible. I thought it was the best one. Person 5: The transition was kind weird. Person 1: I liked it the best for shock value. You cant put your head in the sand and ignore the problem. This would make people take action especially to those that it pertains to. Lucy: Which video grabbed your attention most? The first video? Persons 2, 5: Raise hands. Lucy: the second video? Silence Lucy: The third? Persons 1, 3, 4, 6, 7: Raise hands. Lucy: Out of the three videos, which one educates you the most about spay or neutering your pets? The first video? Silence The second? Persons 2, 4: Raise hands. Lucy: And the third?

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Persons 1, 3, 5, 6, 7: Raise hands. Lucy: Which video would cause you to take action? The first video? Silence The second video? Person 2: Raised hand. Lucy: And the third? Persons 1, 3, 5, 6, 7: Raised hands. Person 7: Usually what makes me change the channel with the sad videos is when the animals are hurt or really depressed. In this video they were not hurt they were just sad so it portrayed the message without making you feel terrible about yourself. Person 2: Since we have seen so many commercials like that I feel like, youre not going to do this to me again, youre not going to make me feel bad. Because I already feel bad for animals. I understand the problem so I feel like they are just trying to play on my emotions and it doesnt make me want to do anything. I like something more serious but light hearted because it makes me want to actually get involved and doesnt trick me. Lucy: Person 3, you said the last one wasnt as serious or not the right word to use but I would say that one was the most serious and then the second video was the more neutral approach as it was light hearted but talked about the problem. And then the first was the comical approach. --- Lucy: Can anyone think about other PSAs youve seen and why you are able to remember these? Person 2: The organization where you sponsor a child. It shows children in terrible situations and is unforgettable because its heartbreaking. Lucy: Anyone else? Smoky the Bear? Above the Influence? Person 7: I always think about the anti smoking campaigns. Now they have the more radical campaigns of the smokers with the box on their throat and they cant really speak. The videos that make you think are more extreme. And grabs your attention more. Lucy: Would that turn you off if you were a smoker? Person 7: Yes, you would feel disgusted by it.

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Person 4: Also the no texting and driving commercials. They go along with what Person 7 said. Person 2: I dont have any kids, but I thought they were kind of funny but serious. Especially where the guy would say, Its 10pm, do you know where your kids are? I always thought it was funny but its the truth because do the parents know where their children are right now? Lucy: So going back to child sponsorship, do the sad images grab your attention and bring you in? Person 2: Yes Lucy: But it doesnt make you feel so sad to change the channel like the animal campaigns? Person 2: I remember them, but I am getting tired of that approach. Think of something more creative. I know its a problem and its affective but there should be a different way to advertise it. Lucy: So you are tired of the suffering or the guilt trip? Person 2: Yes. I feel like I am being guilted into it. Person 4: They are the most affective though. Thats why it hasnt been changed. Person 2: It is affected but I feel like they need to do something else. Because I know these things are a problem, typically, so when they are trying really hard because I would rather do it on my own will. --- Chris: Out of everything we have talked about, what do you think is the most important point that you would take away from this? Person 5: They need to get their message out there more. Person 4: I didnt realize that this was as big of a problem as it is. I fell like if they get the message out there more people will do something about it and maybe donate money. Person 5: They need to advertise that store more because Ive seen it and I didnt register that they were the same thing. Chris: How many of you have heard of or seen ReTails? Persons 1, 6: Raised hand.

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Lucy: It is a thrift store in the mall and all the profits go to MSNAP to help them. Person 6: They need to do more advertisement about that. I liked that video three really talked about that store. Chris: Is there anything we missed or anything anybody would like to add? Lucy: Can anybody think of any other ways to make PSAs or images without guilt tripping or being too funny? Person 7: I liked the first PSA because I thought it was a new approach but had the statistics about the one cat having 2,800 off spring from one cat if it is not spay or neutered. Person 2: I think humorous approach is very different. Maybe adding more facts, if it would make sense, would be more informative and still funny but not so sad. It would be more affective. Chris: Would you guys say you like the mix of funny and informative, not just one or the other? Rest of the group: Agrees yes. Lucy: Do you think that presenting statics you may not know or think of would be affective? Rest of the group: Agrees yes. Person 4: I am guessing all of those stats were real? Lucy: Yes. Person 4: Thats crazy. Rest of the group: Agrees. --- Chris: If anybody has anything to add please email the email that you RSVPd to. We will have somebody randomly chosen to win a Barnes & Noble gift card. We will send you an email to notify if you have won.

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Focus Group #2

Person 1 Graduate student, writing and editing Person 2 Graduate student, elementary education Person 3 Freshman, agroecology Person 4 Freshmen, forensics Person 5 Senior, public relations Person 7 Senior, industrial engineering Person 8 Senior, physics and math Please raise your hand if you own a cat or dog. What comes to mind when you hear the phrase spay or neuter? Person 1: Not having too many animals reproduce and on the streets homeless.

Person 2: I kind of think of responsibility as a pet owner and spay or neutering your cat and Bob Barker "help reduce the pet population" that's probably what I think of.

Person 3: I just think of it as kind of, I know when I got a cat that's just the first thing that you do as a pet owner. Just so they can't reproduce.

Person 4: I think of no strays. And you know your pet at least with cats they don't pee on things and dogs they don't get is mean.

Person 5: It's just like an automatic thing you know. She said you know they like help the dogs health and things

Person 6: Yeah it's just automatic it should be something that you just do and I also agree that it like calms them down and it's just medical.

Person 7: It comes down your dogs, males aren't as aggressive.

Person 8: I don't remember my dog ever not being spayed or neutered so I guess it's kind of like an automatic thing.

Chris: have any of you fed or sheltered stray animals in the past?

Person 8: Yes

Chris: can you elaborate on why?

Person 8: There was one summer where my family brought in six or seven different dogs. Just because I just found them and I felt bad for them so I took care of them.

Person 2: Most of our animals have almost all been strays. I don't think we've ever went out and bought one or anything like that. We usually keep the ones we find if they come to us at the right time. Other than that we've had ones that have come up to our doorstep kind of like a cat or something. We will feed her take care of it but ya.

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Person 3: I actually found my cat beside my work in a parking lot. She was like two months old and I obviously was taking care of her and I told the local animal hospitals and stuff. Nobody claimed h

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