TABLE OF CONTENTS

TABLE OF CONTENTS 1

COVER LETTER 3

EXECUTIVE SUMMARY 4

SITUATION ANALYSIS

PROBLEM STATEMENTINTERNAL ORGANIZATIONEXTERNAL FACTORSTRENDS

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5579

RESEARCH GOALS AND OBJECTIVES

RESEARCH GOALSRESEARCH OBJECTIVES

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1010

RESEARCH STRATEGIES 10

METHODOLOGY

ONLINE QUESTIONNAIREFOCUS GROUPSIN-DEPTH INTERVIEWS

12

121212

RESULTS

QUANTITATIVEQUALITATIVE

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1321

IMPLICATIONS

OBJECTIVE 1: BUILD AWARENESSOBJECTIVE 2: IMPROVE COMMUNICATION METHODSOBJECTIVE 3: INCREASE STAFF

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COMMUNICATION PLAN

GOALSEVALUATIONTIMELINEBUDGET

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26283030

CONCLUSION 31

APPENDIX 1: FOCUS GROUP PROTOCOL

MODERATOR’S GUIDE

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32

APPENDIX 2: FOCUS GROUP TRANSCRIPTS

FOCUS GROUP 1FOCUS GROUP 2FOCUS GROUP 3

35

354148

APPENDIX 3: ONLINE QUESTIONNAIRE

SURVEY QUESTIONS

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COVER LETTER

The Edward R. Murrow College of Communication:

Thank you for the opportunity to work with Student Services. We have enjoyed the time working with our client and had a wonderful experience interacting with students and staff of the Murrow College. In the following report you will find:• Situation Analysis• Methods Report• Research Results• Implications• Communication Plan In addition, we also detailed our research findings, as they apply to current and prospective Students and staff within Murrow College. Please contact our team members if you have any questions.Sincerely,

Yixuan Wu Spencer Graham

Hanna Grove Elizabeth Foster

Betlhem Deresse imPRESSive PRimpressivepr@gmail.com

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EXECUTIVE SUMMARY

imPRESSive PR researched and analyzed data collected through the Edward R. Murrow College of Communication, to develop a comprehensive plan for the Murrow College Office of Student Services to enhance and improve communication amongst its publics. The team used surveys, focus groups and in-depth interviews as methods of research. data from the research were then compiled, analyzed, and applied to make appropriate recommendations. Through this campaign, Murrow College Student Services hopes to identify the need to improve methods of communication, build awareness, and expand staffing. imPRESSive PR identified and addressed 3 specific objectives:• Objective 1: BUILD AWARENESS• Objective 2: IMPROVE COMMUNICATION METHOD• Objective 3: INCREASE STAFF These three areas vary in their benefits, and potential drawbacks, but the application of them all can lead to a more effective system. Overall, students enjoy receiving updates from Student Services, but prefer a main access point to which they can look for all Murrow College related information. Through investigation and analysis, imPRESSive PR has identified the following goals and objectives for Murrow College Student Services:• Connect with uncertified in beginning communication courses• Create interdepartmental communication between CACD to direct potential

communication majors to Student Services• Make the Murrow Student Services website easy to find and more accessible• Increase website and social media presence of Student Services It is important to note that our survey was sent out through Qualtrics systems our sample populations. Also take into consideration that are respondents may be certified or uncertified communication students or students pursuing other majors. Survey respondents only represent a portion of students, within and outside the Murrow College, that have access to the internet, time to complete the survey and chose to respond. Focus group participants were certified students in the Murrow College, and uncertified prospective communication students. These three samples are not representative of the entire student population. However, the correlations between these groups support and emphasize the ideas presented. Discontinuity between groups exists but the correlation as a whole provides reasons to reinforce our implications.

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SITUATION ANALYSIS

PROBLEM STATEMENT

Student services seeks to increase awareness of their services among students and staff by identifying a more effective and efficient means of communication.

SUMMARY

Murrow Student Services currently serves 1,200 students with only two full time staff and one supporting staff. Due to limited staffing, Student Services needs a more efficient method in reaching its audiences. Student Services offers many useful services however they are virtually invisible to anyone who is unfamiliar with the Murrow College.

INTERNAL ORGANIZATION

MISSION STATEMENTStudent Services of The Edward R. Murrow College of Communication hope to guide undecided and current communication students in a clear direction to make the road to graduation smoother by providing assistance in academic advising, career advice, mentoring and counseling. When needed but not limited to Student Services, Student Services assist students in choosing class schedules and provide them information to internship opportunities; Student Services also serves as a hub of information for faculty to keep updated on current events in order to enhance confidence and knowledge to better enable them to educate students and themselves.

ORGANIZATIONAL HISTORYStudent Services has always been the place for communication students to get advising, information about internships and recruitment into the college. The main form of communication between the office and students is via WSU email.

ORGANIZATIONAL PERFORMANCEStudent Services try their best to serve all students on time. With the increasing number of student coming into the college, staff's ability to help each student depends on their schedule. Currently they’re system of communication with their students is via an e-mail list serve that goes out to all communication students as well as students dropping by the office to schedule an appointment with their advisor.

ORGANIZATIONAL STRUCTUREThe person who is in charge of the WSU Murrow College of Communication Student Services is Associate Director Lisa Laughter. She is relatively new and just filled the position recently, so there is somewhat of a learning curve for her to overcome as becomes adapted to the job. Student Services is a department that offers communication students career advice, mentoring, academic advising and counseling as needed throughout the school year. As of right now, there are three employees under the supervision of Lisa Laughter: Tami Vik- Program Coordinator/Advisor; Waylon Safranski- Academic Coordinator/Advisor; and Patti Mason- Office Assistant. Student

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Services does not have a website offering additional information, but it is difficult to find it if one does not know what they are looking for. They do not currently have any social media dedicated to their department, so they primarily use the WSU student email service to distribute any and all announcements related to the field of communication and their organization. Some barriers to change that Student Services are dealing with are that they are highly understaffed; many of their important announcements do not reach their target audience and all of the services they provide are not well known to students and faculty on campus.

INTERNAL TARGETED AUDIENCEThe audience that is typically targeted by student services presently are WSU students who have certified in the Murrow College of Communication. There are presently 1,200 hundred students being served by three staff members, and the amount of students who can be certified depends on how many seats are available in the COM 295 classes. Students certified in communication are the intended audience because they are officially apart of the Murrow College of Communication, which Students Services is based in. Student Services should be targeting faculty as well as the students, because they are in need of information regarding the college just as much as students are as a result of all the changes WSU has been implementing with ZZUSIS, etc. Communications students who have not certified into the Murrow College of Communication should also be a target of Student Services, because they will know ahead of time what resources are the their disposal as soon as they get in; it’s far more beneficial for the students to have a good idea of where they can go for information at the beginning so they don’t miss out on any opportunities while they are learning the ropes as they go. The success of reaching students through the use of email alone has not been effective, as many meetings put on by Student Services have had disappointing turnouts. Either the students are not reading the emails regularly, or they do not find any interest in or benefit of the meetings after they do read the email. A system that reaches the target audience more effectively is needed, as well as communicating the importance and long-term benefits of getting involved with events being announced.

ORGANIZATIONAL COMMUNICATION WITH INTERNAL PUBLICSSo far the only form of true communication between Student Services and their internal publics is through the use of the WSU student email service. There are also some flyers on the bulletin boards throughout the Murrow and the CADD buildings. Communication with external publics is almost non-existent aside from the Advising Resources tab on the side of the Murrow College of Communication website. Student Services is basically saying that they are resources for information on careers, advising, mentoring and counseling for teachers and students immersed in the communications field. Through their communication efforts, Student Services is trying to increase awareness among students and faculty that they offer the said services and encourage them to make full use of the resources at hand. There are a variety of media outlets available that are not being taken advantage of currently to relay information about Student Services. The first outlet that has not been used to its full potential is actually a part of the Murrow College of Communication; the Daily Evergreen. Greek Row alone gets the Evergreen delivered to every house on each weekday, so frequent ads promoting Student Services and their resources placed in the paper would have significant reach and frequency among fraternities and sororities. With news racks all over campus, the reach and frequency of communications students seeing the ads would greatly increase. Social media is the big one that is missing from Student Services

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communication repertoire, i.e. Facebook and Twitter. The College of Communication has its own Facebook page so in addition to creating their own Facebook page, they could put a link to it on the main Murrow Facebook page. With Twitter, Student Services can post constant updates so anyone who follows them can be informed constantly. It’s difficult for three staff members to keep 1,200+ students and faculty members up-to-date on all events going on. So in addition to the social media outlets, Student Services should create a student/faculty forum where questions can be posted and answered by the students and staff who happen to know the agenda and services provided. It would be a quick and easy way to answer an inquiry and it would relieve the burden on the understaffed department.

EXTERNAL FACTORS

REPUTATIONWhat people know about Murrow College Student Services is that it is the place where students go to for advising appointments. The College of Communication’s reputation is really strong but Student Services reputation isn’t as strong as it wants to be due to the fact that students may not exactly know what the services are there for or what they provide. Murrow College Student Services’ reputation was earned by not having an effective and efficient way to inform students about the services provided to them. The reputation hurts Student Services’ a bit because there is a lot of services offered to students in the College of Communication that many students may not know about. Student Services can improve their reputation by getting more word out to students about Murrow College Student Services and all that they offer through different outlets such as social media, the Daily Evergreen and other media outlets on campus.

MEDIAAs of now no media outlets cover Murrow College Student Services specifically.

TARGETED AUDIENCEMurrow College Student Services typically target students that are certified into the College of Communication, as well as students that have indicated their interest in the College of Communication, because they have already established that they want to be a part of the College of Communication. Student Services should continue to target these audiences because they are who the services are specifically for. Typically they reach out to their audiences through the e-mail list serve which is sent to students that are certified into the College of Communication as well as students that have indicated that their interest and intent on majoring into the College of Communication.The success of reaching our audiences has been somewhat successful due to the fact that the information does get out to all of the students. The problem is that many students do not read their emails or just skip through the emails sent to them from the student services.

SUPPORTERSThe Student Services have many strong supporters. The staff of Student Services, upper leadership within the University as well as other colleges within the University all support Student Services. The Student Services has a strong support from the College of Communication as well as the entire Washington State University. The staff and students of the College of Communication support Student Services because it is a key part to the College. Without Student

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Services, the College of Communication would be missing a huge piece. The entire staff in the College of Communication would be a possible supporter if the Student Services were to build a partnership or coalition. It would not take much to gain their cooperation because they are already partners in the College. To build a partnership with everyone in the College of Communication Student Services would need to have a set plan that expresses the goals and objectives they are trying to achieve; that way everyone can be aware of what needs to be done to help in the best way.

COMPETITIONCompetitors of the Student Services is any other advising sources and other social media sites offering the same services that they offer. Center for Advising for Career Development, Multi-Cultural Center, and other colleges within the University are all potential distractions for the students who should be going to Student Services for information and help. In terms of the marketplace, competitors include any sources that ask alumni of the Murrow College of Communication for money. The Student Services needs money to continue to grow and sources outside of Student Services asking for money can be a barrier.

OPPOSITIONOpposition is limited, in the sense that most other colleges on campus do have student service resource centers. However, aside from other colleges there are other resources available to students, offering the same or similar services as Murrow College Student Services. For example, advising resources, career preparatory help, and links to faculty members who can assist with specific cases are all viable options which serve as an overlap in services provided by the Murrow College. These opposing resources may or may not react to an increase in support in Student Services, as their networks are equally as complex and in many cases they are tailored to a much broader audience than solely the Murrow College.

EXTERNAL BARRIERSPolitical factors may not act as strongly as external barriers as others, though, funding can be considered at some level, political. It is particularly those regulatory university stipulations, and economic barriers which may be the greatest hindrances. One specific regulatory issue may arise in examining the university’s budget in regards to Murrow College Student Services. Funding for programs, hiring and determining salary for staff, and other major factors that influence the way Student Services operates, are determinate upon Washington State University and the money they designate to the Murrow College itself. Private donors may be considered in some cases as well. However, budgeting is dependent upon multiple factors, and it seems as though economic factors will serve as one major barrier facing the organization in this regard as well.

TRENDSOne of the most prominent trends about Murrow College Student Services is the growing number of new students. As university enrollment soars, as does the number of applicants certifying into the Murrow College. As previously stated, Student Services of the Murrow College currently serves 1,200 students, with only two full time staff and one supporting staff member. Over the past two semesters there have been around 500 new students certified within the Murrow College. The absence of sufficient manpower amongst Student Services staff may

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have potentially negative consequences for students; As numbers increase, arguably so, should the number resourceful personnel.The influx of newly certified students may represent a positive trend, though, too, a problem for Student Services staff. The proportion of those certified in their third and fourth year at Washington State may serve as a potential outlet for staff support. Students close to graduation, seeking experience may be opportune to internship or work opportunities through Student Services, assisting with their office, paid or unpaid.

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RESEARCH GOALS AND OBJECTIVES

RESEARCH GOALS• To determine the most effective communication methods for Students Services to reach

students and staff• To increase awareness of the various services that Student Services has to offer• To identify the needs of students and faculty• To improve management of the influx of students

RESEARCH OBJECTIVES• To conduct focus groups and surveys of students and faculty to identify which

communication methods they use the most by Feb. 27th• Identify which services provided by Student Services are the most important• Identify what services students and faculty are already aware of • To gain a more complete understanding of any other needs that students and faculty feel

have not been met• Help affirm or justify the need for Student Services to hire another staff member to

handle influx of students • Create website or online resources via Twitter, Facebook, or web forums, where students

and staff can go to in order find out about events and services• To implement the most effective communication methods to increase the number of

student responses and participation• To conduct research via focus groups and surveys among students to identify needs and

accommodate those needs

RESEARCH STRATEGIES

STRATEGIES• Create a survey with questions that will provide information on what communication

methods would have the greatest reach• Make copies at Student Services to save on budget• Ask professors from the Murrow College for permission to distribute survey to students

during class• Talk with Lisa Laughter about which services are imperative to advertise

• Ask her what services get the most use and which ones get the least amount• Conduct focus groups asking students which services they are aware of and/or take

advantage• Have two focus groups-one for certified students and one for uncertified students

• Contact focus group participants by having Lisa Laughter send out a sign up sheet through the e-mail list-serve as well as going into communication classes and passing out a sign up sheet

• Survey will be distributed to both certified and uncertified students

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• Offer incentives, such as gift cards, provided by our client, to encourage communication students to participate in our focus group

• Two ten dollar gift cards to The Bookie • Reserve location and determine a time to conduct focus groups • Draft talking points and questions to discuss in the focus groups• Designate individuals roles in the focus groups; decide who will meditate, take

notes, and record the session• Conduct in-depth interviews with professors in the Murrow College asking professors

how Student Services can improve. • E-mail about 20 professors asking them if they will participate in the interview • Also contact advisors in Student Services to see if they will participate in the in-

depth interviews. • Discuss budget with Lisa Laughter to determine any issues which could affect the

ability for Student Services to hire a new employee. Based on the results:• Offer an internship position to students seeking to receive experience, and build

resumes and have them monitor social media sites • Create a Twitter and Facebook page, which would be linked to the Murrow College

page • Create a forum/blog where students and staff can answer each other’s questions• Simplify navigation to Student Services homepage website

EXPECTED USE OF RESULTSResearch results will help to provide Student Services with a better understanding of how to communicate through the most effective methods of communication. Results will help us to develop an effective plan of action to efficiently manage the increasing number of students within the College of Communication.

DETAILS ABOUT SUBJECTSCurrent Edward R. Murrow College of Communication students (certified students)Current WSU students who have plans of joining the Edward R. Murrow College of Communication (uncertified students)

DETAILS ABOUT REACHING SUBJECTSReach out to current Communication 101 professors and current professors in upper-division communication classes and ask them if we can have their students take a short survey before lecture begins

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METHODOLOGY

ONLINE QUESTIONNAIRE

The questionnaire was conducted using Qualtrics. Questions were written to be simple yet clear and concise. imPRESSive PR used the survey to grasp an understanding on what students currently know about Student Services and to identify the best method of communication for students and staff.

In the pretesting phase, imPRESSive PR turned in questions to Lisa Laughter at Student Services for approval. imPRESSive PR then chose questions it wanted to be on the final questionnaire after multiple revisions.

The online questionnaire received 226 responses. There were three major findings from this process:• Students did not read many emails sent by Student Services• Students were unaware of many resources provided by Student Services

FOCUS GROUPS

imPRESSive PR conducted three focus groups. One composed of certified communication students. The other two focus groups were composed of a sample of students enrolled in Communication 101 class for Spring 2013 and currently are uncertified students. In the pretesting phase, imPRESSive PR turned in focus group protocol to Lisa Laughter at Student Services for approval. After suggestions for improvement, imPRESSive PR revised the material accordingly. The questions were designed to generate answers regarding opinions, awareness, and usage of Student Services. The focus groups had two moderators each. Each focus group consisted of about 6-11 students. Each focus group lasted about an hour and consisted of 12-15 questions. To analyze the data, imPRESSive PR went over the transcripts from all three sessions, edited them, and compared and contrasted feedback from the group.

The questions focused on the following topics:• Opinions students had on Student Services• Identifying awareness and usage of Student Services resources• Identifying what needs the students had• Suggestions for improving communication between students and staff

IN-DEPTH INTERVIEWS

imPRESSive PR conducted three in-depth interviews. The three in-depth interviews were conducted with one communication professor and two staff members in the Student Services office. The questions focused on suggestions to improve Student Services.

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RESULTS

QUANTITATIVE

A little over half of everybody who took part in the survey said that they were students pursuing a major in Communication. This gives us an idea of what students who have not officially changed their major to Communication know about the services offered and what the necessary steps to switch over would be.

Approximately ¼ of the students who took the survey indicated that they had certified in the Edward R. Murrow College of Communication. This gives student services information on what students who might eventually certify in communication are already familiar with in regards to the services they provide. It offers insight on how student services might be able reach them earlier and more effectively.

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This graph indicates that the majority of the survey participants have a general idea of Student Services overall. However, while there are small portion of students who are more than just moderately familiar, a significant fraction of the participants answered that they have little to know familiarity with the organization.

This graph has data that is skewed to the right. Seeing as the majority of the participants have not yet certified in communication, it’s reasonable to expect that many of them have never used what Student Services has to offer. Those who are taking advantage of Student Services say that they mostly use it just a few times a semester. This shows that many of the various services that the organization provides are not been utilized by the majority of students.

The graph from question five clearly shows that the number one service that comes to mind when they think of Student Services is academic advising. About half of the participants seem to be aware of mentoring, career counseling and internship opportunities. However, from the results in question #4 it doesn’t seem as if most students are taking advantage of a lot of these services.

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Overall, with regards to every service provided, the majority of students all answered that they were satisfied. The only service students indicated that they were very satisfied with was academic advising. For every other service, the majority of students who were not satisfied answered that they were just somewhat satisfied. The ratio between students who were very satisfied or not at all satisfied was somewhat even, excluding academic advising.

This pie chart shows that nearly 3/5 of participants are receiving emails from student services. Typically only students who are certified communication majors are the ones receiving any emails. There is a large portion of students in communication classes who do not receive updates because they may not be certified.

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A significant portion of the students who took the survey do not read the emails whatsoever. It is reasonable to assume that these are the students who do not receive emails at all. However, the majority of those who do get emails regularly are only reading them somewhat often or less. About 1/3 of the participants said that they read the emails frequently

After asking the students what vehicle they would prefer to receive updates from, most of them agree that emails are the best form of communication to keep in touch with the students. Social media is not a popular communication tool to keep the students updated, but about a quarter of them said that they would prefer to have both emails and social media to keep in contact.

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Overall, the pie chart shows that both the Murrow Facebook and Twitter pages are ineffective at reaching the student body. For those that do follow Murrow College social media, Facebook seems to be more popular than the Twitter page. Students must either not know about the Murrow presence on social media, or simply do not care to follow them at all.

This line graph shows that approximately one-third of the students feel that Student Services should post updates through Murrow College pages on social media. The rest of them feel that Student Services should just create their own separate platform that can post updates.

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In the event that Student Services was to create its own social media platform, about 70% of people who took the survey feel that they should do it on Facebook. Less popular options include Twitter at 20% or a blog at close to 10% approval. Apparently the majority of students are using Facebook as opposed to other social media platforms, and feel they would have the best chance at seeing updates if it was on that platform.

In this question, almost everybody who took the survey feels that it would be somewhat to very helpful if Student Services was to have a social media presence. Social media is the norm for young people in college and they seem to spend quite a bit of time on it if they feel it would be this helpful to have a presence on it.

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Almost everybody who took this survey were under class-men as only about 8% of the responses gathered were from seniors or above. It looks as if the juniors were the majority of the certified communication responses we collected. Close to 65% of the responses were from freshman and sophomores, indicating that there is a disconnect in awareness of Student Services within the younger students.

About 70% of the respondents to the survey were female showing a huge female presence with the communication department.

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The majority of students who took the survey where close to 70% indicated that they were of Caucasian ethnicity. Asians had a presence in the communication classes at about 20%. There was only a small presence of other ethnicities such a Hispanics and African-Americans.

\

The areas of emphasis within the communication major are closely distributed. There is no one dominate area of focus, but most of the survey respondents said they were in or intending to pursue strategic communication at 32.84%. Almost one quarter of students said that they were still deciding on what they wanted to major in while one-fifth will lean towards journalism &

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media production. Seeing as there is no dominate area of emphasis, Student Services needs to provide an array of services catered to each major.

QUALITATIVE

Focus group participants expressed the necessity for a website strictly for Murrow Student Services:• One participant said, “If I do want to find something out, it would be good to have a

Facebook page or a forum/website just for Student Services.”• “If they had their own website it would be great. They would need to really know SEO,

when you google it, Student Services at WSU comes up.”• “Yeah, if anyone needs to seek information, they could have a certain page to go to and it

would be known and easily found.”• “It would help cut down on spam emails.”• “It would cut back on emails if this was implemented and maybe we could just get a

weekly update in an email simply giving a summary of what is all on the page this week.”• “It’d be helpful if we could have a site that we would be able to schedule things online.

That would be really helpful. If they had their own website and then had a link to make an appointment, etc. Super easy to use; Sign up online and send you a reminder.”

• “Just adopting a website is the best way to inform students. Might be hard to market it if they also post it on social media then they could just post the link everywhere.”

• “I think people don’t take advantage of the opportunities because it is an overload - if there was a website where I could take a day to just visit the website and click a link or tab of what I wanted like “Internship Opportunities” it would be a lot more efficient and helpful.”

• “It’d be nice to have a website to go back to and if they couldn’t remember something or lost a paper, they could just google the website and easily found it.”

• “I’ve never even come across information so if I had a website to go to where I knew had the information on it, it’d be nice.”

• “If there was a website and it was easy to access and had all the information on it I would definitely go on it and check it out and probably use more of the services and read about more opportunities.”

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• “If there was a website implemented and the link was posted and we knew about it then I would definitely search it more.”

• “I like the news feed idea. I think if it looked like Facebook but just all around student services and anyone can look at this one page. There would be a bunch of updates and dates on what's going on. I think that would be easiest, a main homepage with different tabs.”

Focus group responses indicated that a future website would be helpful if it was easy to find:• “If they had their own website it would be great. They would need to really know SEO,

when you google it, Student Services at WSU comes up.”• “Yeah, sometimes I just google things to see if I can find it out myself.”• “Having it easily found on google would be so helpful.”

Focus group responses indicated that being present on multiple social media platforms and having a “Student Services website” would be most beneficial:• “Effective to have multiple platforms advertising the same way because some people

prefer one platform vs other platforms.”• “For me email, at least combine them, post on Facebook but then have links to the

information through email.”• “It’s always good to get information out there no matter what platform you use.”• “Social media is always good, it will get news out there and get people more involved. I

think having a website would be best and then post links to it through social media to market”• “Like do a post, and then say if you want more information then check out our website”

The focus group participants expressed that sometimes the emails seem “impersonal,” which turned them away from reading them:• “It’s never personable, they always just add “FYI,” it would be nice if they would write a

little blurb and expanded. It would make more people interested.”• “If it is a time issue, at least add a header.”• “I understand that Student Services get sent the job postings daily and it might be hard for

student services to have to write on every single job. But it is their job, they need to get students excited about these opportunities.”

• “They do seem really impersonal. If they don’t care why should we? I delete them all unless it says something like important advising.”

• “I got turned off because they just don’t seem personal.”• One participant disagreed, saying “I would rather them respond to my emails quicker

than writing forwarded messages, the forwarded emails do not bother me that much.”

Focus group information suggested an overall negative or neutral response to Murrow Student Services emails:• “I always scan them to see if they are relevant to me.”• “I don’t use it for my job search so the emails don’t apply to me.”• “In my experience with Facebook and email, I think a lot of people get so much info they

kind of just learn to let it go in one ear and out another.”

Some results indicated by the focus groups:

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• “Tutoring”• “They need more tutors.”• “I see a lot of tutoring for things like math, science, history;”• “Yeah I agree, there’s nothing like that for communication students.”

• “Uncertainty”• Focus groups showed engaging with students earlier is important for building a better long-

term relationship with Student Services throughout their college career:• “Students start their business or communication degree in the general advising in center

for advising and career development; so I never stepped foot there until my junior year.”

• “Ever since I got here the curriculum was always changing. So I just go there to get my hold off, ask them to put me in whatever classes I need to graduate.”

• “They need to be more consistent all around, it would benefit them. There are a lot of misunderstandings.”

• One-credit communication course would be helpful:• “It would be beneficial to have a one credit class offered in the comm department that you

had to take before graduation where all you do is search jobs and critique your resume. the symposium was great but having a semester long help, would be great. Useful one credit class where you are in a small setting and focused on life after graduating.”

• “The business have to take English 402 which is like resume building and cover letter and stuff you have to actually apply to jobs and show them you done that and I know that's open to any major but they already have something like that but its more work than a one credit class.”

• Resume help• “There are a lot of people graduating without internships and I think if advisors and

professors helped students write resume, CV, make business cards, job search , etc. then they would be more prepared to get those internships before graduation”

Focus groups comments reflected that students prefer being reminded about Student Services via posters around campus:• “Post flyers around campus.”

Focus groups emphasized that being reminded and informed is important:• “People need reminders.”• “If Student Services were to create a website, make it the home page in Murrow and

CADD for a while, while its still getting adopting.”• “They need to have something to demonstrate and show us and help us with stuff I don’t

even know about.”

Focus group participants expressed a desire for more one-on-one preparation:• “I don’t think they prepare people for graduation.”• “They don’t really help you find a job or even give advice, I’d like someone to actually

give some mental advice, instead of just approving us to walk and removing a hold.”

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Responses by focus groups regarding social media indicated a variety of opinions and preferences:• “I prefer Facebook. I’m involved in clubs so it’s easy for updates, school projects,

involved in clubs, and easiest way to stay in touch with family and friends.”• “I go on Facebook for only photos and school stuff. If student services had a Facebook

page I would probably look at that the most compared to if they used other platforms.”• “I think the thing with social media right now is that it’s becoming a universal thing and

everyone thinks it is going to be there answer to everything it is almost becoming spam and I have started to ignore it just like emails that I don’t want to read. However, if I knew they were going to respond faster on Facebook then I would probably go there.”

• “If student services had a LinkedIn page then it would be good because they could post professional opportunities”

• “I’m not sure it would gain many people on Facebook, I think a website would be better.”• “People get tired of constant updates, it becomes very like spam and people actually

unfriend or unfollow because it is so annoying.”• “I’m not sure it would gain many people on Facebook, I think a website would be better.”• “I like to escape from school when I go on social media.”• “No disadvantages of being on Facebook, I just might not check it.”

Focus group responses indicated that their is a need for more staff to help communicate with and handle the influx of students: • “They are overworked, understaffed”• “They could seek help from other departments like the CACD. the CACD is a great

resource if student services needs help”

Some notable quotes from an open-ended question asking at the end of the focus group asking for any other suggestions: • “I was gonna say in the business school we have the Carson center which I don’t think the Com

school has one. It's for business success and I've used it so much. They do resume tailoring, help you with your LinkedIn profile, and I would had no idea I had to do any of that. It's good to use.”

• “Maybe if angel was build on like there was tabs about you go to for math, counseling, REC, clubs if there was different tabs then you can look at different links to click on to get from that. That's just an idea I think would work its not more of social networking but doing homework and doing it yourself rather than being told.”

• “Like Com 101 we get credit for doing this stuff, that could be like one of the surveys you have to know, have people 'like' their page or join their club and you get the point for doing it. Because people are not going to do it without incentives. I mean as a Freshman you don’t realize you need that stuff until you should of already been needing that stuff.”

IMPLICATIONS

OBJECTIVE 1: BUILD AWARENESS

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Many students stated that they were not aware of student services and do not know what services they offer. They said it would be beneficial for Student Services reached out to all the students in beginning communication course to familiarize them with their office and provide information about service they provide. The best way for Student Service would be to contact those students in beginning communication and introduce them to all services they offer.  

For students who are already aware of Student Services many of them indicated that they rarely visit Student Services and/or utilize resources they provide. Majority of students stated that they only use student services for academic advising. Many also stated it is because they are unaware of the other services Student Services provide besides academic advising.

Although majority of the students indicated that they are using social media platform they do not feel it would be the best way for them to receive information. Students said that if Student Service had a website to all things related to Student Services it would be ideal. They had ideas to promote the website such as putting posters around the campus, handing out flyers, and having professor promote it in class.

Due to a lack of a effective communication method, it is a problem that hinders students awareness about Student Services to know about Student Services. Once a easily accessible website is available to all students it will increase students awareness of Student Service.

OBJECTIVE 2 IMPROVE COMMUNICATION METHODS

Survey respondents indicated that the current communication method needs improvement. Students indicated that emails currently being sent out by Student Services are overwhelming and not their preferred way of receiving information. This implies that decreasing the amount of emails would be beneficial.

Responses expressed the necessity for Student Services to have a more accessible website that is easy to find. Student Services needs to rename the current tab on the Murrow College of Communication website so that the tab is easy to find. Once the website is easy to find, more information should be added so it can be a central location for all information regarding Student Services. Uncertainty seems to be the biggest theme in improving communication methods. Responses indicated that having a website they could refer to at any time would solve many uncertainties.

Responses suggested that once the website is revamped and more accessible, sending out highlights or approaching deadlines via email each week would be beneficial. This would cut back on the overload of emails while still reminding students about information as well as redirecting them to the new website to read more.

Survey respondents indicated positive feedback to Student Services being present on multiple social media platforms. Many focus group participants indicated that being reminded to go to the website would be helpful. The responses varied between which social media platform was most

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preferred. Therefore, Student Services needs to cater to all students needs and adapt multiple social media platforms.

OBJECTIVE 3: INCREASE STAFF

Focus group participants indicated that, often staff did not meet their needs when they had questions or concerns. With three staff members trying to manage 1,200 students it is hard to always take care of each individual’s needs and make them feel important. All of these 1,200 students are certified in the Edward R. Murrow College of Communication. One of the issues that the research has shown is that almost all of the students enrolled in lower level communication classes do not know anything about Student Services. Once awareness has increased among uncertified students, the staff will have a lot more to manage than they already do. Another staff member among the existing advisors may be necessary in order to fulfill all of the students’ needs. The consensus among the focus groups was that a Student Services website would help alleviate stress when they are searching for an answer. This website could have a forum for frequently asked questions to lighten the workload the current staff has in responding to each individual question.

An intern would be essential to manage the website. Students want the website to be a hub of information where updates and opportunities are constantly posted to a news feed as a substitute for the overload of emails they receive. To build awareness to the website, an intern would need to also operate a social media presence through the existing Murrow social media pages. They would help build awareness to the website by posting crucial updates while including a link to the website with every post.

For the website to work it would have to be constantly updated, and not just with the news feed. Students agreed that they would like to have an easy to navigate site with current and available internship/career opportunities. The intern could also help with organizing appointment times through the website which could offer available times and dates to meet with the click of a button.

Overall, a new staff member to help manage the new website and keep a social media presence would greatly reduce the workload of the current Student Services staff, giving them more free time to dedicate to the students and their issues.

COMMUNICATION PLAN

GOALS

Goal 1: To improve communication methods for Murrow Student Services by August 2014.• Objective 1: To increase number of visits to the Student Services website by 40% by

August 2014.

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• Strategy 1: Make the Murrow Student Services website easy to find and more accessible.• Tactic 1: Rename current tab on The Edward R. Murrow College of Communication

website from Advising Resources to Student Services.• Tactic 2: Create sub tabs dedicated to each service they offer.• Tactic 3: Creating effective SEO through Google Ad word or similar programs.

• Strategy 2: Create a social media presence across various platforms.• Tactic 1: Post important deadlines to Murrow College Facebook page.• Tactic 2: Post important deadlines to Murrow College Twitter page.• Tactic 3: Link Murrow Student Services webpage to all posts made on social media

pages.• Objective 2: To decrease the frequency of emails sent to students by 20% by January

2014.• Strategy 1: Use emails to transition students to the Murrow website.

• Tactic 1: Send out a weekly email every Monday to summarize news within the Murrow College.

• Tactic 2: Limit all other emails to upcoming deadlines and events.• Tactic 3: Include a link to Murrow Student Services web page with every email.

Goal 2: To build awareness and usage of tools available through Student Services by August 2014. • Objective 1: Increase awareness among students in lower level communication classes by

30% by January 2014.• Strategy 1: Request that professors implement Student Services into their curriculum.

• Tactic 1: Provide a link to Student Services webpage in their syllabus.• Tactic 2: Offer incentive for students to explore resources on the website.

• Strategy 2: Make contact with potential communication students before certification.• Tactic 1: Acquire class rosters of lower level communication classes.• Tactic 2: Send emails to students explaining Student Services, the resources available

and a link to the website.• Tactic 3: Create interdepartmental communication between CACD to direct potential

communication majors to Student Services. • Objective 2: Increase utilization of Student Services resources by 15% by May 2014.

• Strategy 1: Make the Student Services a destination for all services.• Tactic 1: Have a news feed providing all news and updates.

• Tactic 2: Allow online scheduling of appointments.• Show available times and dates that students can select.

• Tactic 3: Provide links to internship and career opportunities in respective tabs.• Tactic 4: Create a forum tab for frequently asked questions to reduce repetition.

• Strategy 2: Motivate students to make use of the resources.• Tactic 1: Frequently post success stories of current students or alumni who

accomplished goals with the help of Student Services.• Allow students to submit photograph and summary of achievement.

• Tactic 2: Include weekly tips or quotes from working professionals to guide students.

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Goal 3: To organize and distribute responsibilities efficiently among staff by September 2013. • Objective 1: Increase staff by 1-2 members by September 2013.

• Strategy 1: Offer an internship to certified communication students.• Tactic 1: Develop criteria with responsibilities, qualifications, and application for

internship.• Intern will manage and update Murrow Student Services website.• Intern will manage social media platforms.

• Tactic 2: Email the internship opportunity to all certified communication students. • Strategy 2: Offer a full-time or part-time staff position.

• Tactic 1: Develop criteria with responsibilities, qualifications, and application for position.

• Position will focus on managing influx of students.

EVALUATION

After the implementation of this campaign, there are several means by which Student Services can evaluate the results.

The campaign’s primary focus is improving communication methods with students. Student Services can measure improvement of communication through the amount of new students taking advantage of resources along with tracking visits to the new website. Making the website more accessible, having social media presence and having professors in lower level communication classes promote Student Services will increase usage and awareness. • If website visits increases by 40% by August 2014, this goal has been accomplished.

• Website visits can be tracked by Google Analytics, Web-trends or KISS Metrics. • If the frequency of emails sent out to students over the next semester decreases by 20%

by January 2014, this goal has been accomplished. • Keep a history of emails sent out in a semester, and compare it to previous semesters.

Student Services must evaluate the awareness and usage of tools. The awareness and usage of tools will be measured in future surveys. Survey can be conducted during spring semester 2014 to gauge future statistics. • If we increase awareness among students in lower level communication classes by 30%

by January 2014, this goal has been accomplished. • Survey students after strategies have been implemented and compare future results to

current percentages. • If we increase usage of resources offered by Student Services by 15% in May 2014, this

goal has been accomplished.• Use one of the previously mentioned tracking tools to see what tools students were using

on the website.• Keep track of the amount of appointments scheduled.

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Student Services must have additional help to manage the new responsibilities efficiently with the implementation of social media and a website. With the inclusion of many new uncertified students, another staff member may be needed to accommodate the students. • If there is a increase in staff member by September 2013, this goal has been

accomplished.

TIMELINE

JULY 2013 Develop outline of responsibilities for intern and send opportunity out via email to certified students.

Begin developing Student Services website.

AUGUST 2013 Develop outline of responsibilities for intern and send opportunity out via email to certified students.

Begin developing Student Services website.

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SEPTEMBER 2013 Develop outline of responsibilities for intern and send opportunity out via email to certified students.

Begin developing Student Services website.

OCTOBER 2013 Start posting success stories and words of wisdom on website.

Decrease frequency of emails.

Implement tool to track usage of website.

JANUARY 2014 Compare website tracking results between fall/spring semesters.

Follow-up survey among students to measure usage of tools.

MAY 2014 Compare website tracking results between fall/spring semesters.

Follow-up survey among students to measure usage of tools.

BUDGETPotential hiring of new staff member. (Free with intern)Time to create website (About 30 hr at $15/hr = $450)Follow-up surveys. (Depends on print- 2 reams vs. online)Tracking services (Most are free, Google Analytics may be $300)

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CONCLUSION

In order to increase increase awareness of the resources that Student Services offers, it must develop an effective process of communication.

Research has shown that students in lower level communication classes aren’t aware of Student Services or the tools it offers. They need to be reached earlier so they are not first introduced to Students Services once they become certified. Students tend to overlook the emails sent out by Student Services due to the overwhelming amount they receive every week. Research findings confirm that a social media presence alone will not be enough to increase awareness.

From the research that we’ve gathered, our recommendations are as follows:• Create an easy to use website where students can utilize every resource available.• Reach students earlier by requesting that professors and the CACD promote Student

Services and its website to students.• Use Murrow social media pages to post important updates and provide a link to the

website.• Decrease emails to only weekly summaries and upcoming deadlines; including a link to

the Student Services website.

This plan will increase awareness of the resources that Student Services provides, and make it easier for students to use them.

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APPENDIX 1: FOCUS GROUP PROTOCOL

MODERATOR’S GUIDE:

Study Title: Public Relations Campaign Planning

Researchers: This study is conducted by Public Relations students enrolled in COMSTRAT 412. Porismita Borah is the faculty advisor for this project. Student researchers are Elizabeth Foster, Spencer Graham, Betty Deresse, Hanna Grove, and Yixuan Wu.

You are being asked to take part in a research study developed by public relations students in the Murrow College. This form explains the research study and your role as a participant, if you decide to take part. If there is anything you do not understand, please ask one of the researchers for assistance or clarification. You can choose not to join this study. If you do choose to participate, and change your mind later, you may quit at any time and will not face any penalty or loss of benefits. This study has been approved for human subject participation by the Washington State Institutional Review Board.

What is this study about?This research study is being conducted to identify what individuals think about Murrow College Student Services. You have been asked to take part because you are currently a student at Washington State University, who is either certified or anticipates being certified in Communication. This study should last approximately one hour. You cannot take part in this study unless you are 18 years or older.

What will I be asked to do if I take part in this study?If you take part in this study, you will be asked to participate in a focus group in which individuals will discuss their experience with Murrow College Student Services. The focus group will be audio and video recorded.

Are there any benefits to me if I am in this study?The potential benefits for you taking part in this study are participating in research and helping Murrow College Student Services to improve its relationship with WSU students. The study will benefit the Murrow College and

Are there any risks to me if I am in this study?It is possible that some questions or topics may cause participants embarrassment or discomfort. Participants may choose not to answer any question and are free to quit at any time.

Will my information be kept private?

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The identities of all participants will remain anonymous. The results may be published and presented at professional meetings but your name will not be associated with any published results. The data for this study will be kept for 4 years.

Are there any costs or payments for being in this study?There will be no costs to you for taking part in this study. You will receive minor compensation, such as refreshments, and the opportunity to win a small raffle item. If you decide to quit the study you will still receive compensation.

Who can I talk to if I have questions?If you have questions about the study or the information in this form, please contact Porismita Borah at pborah@wsu.edu or (509)335-1319.If you have any questions about your role as a research participant, or would like to report a concern or complaint about this study, please contact the Washington State University Institutional Review Board at (509) 335-3668,or email irb@wsu.edu, or regular mail at: Albrook 205, PO Box 643005, Pullman, WA 99163-3005.

What are my rights as a research study volunteer? Your participation in this research study is completely voluntary. You may choose to not be a part of this study. There will not be any penalty for not participating. You may choose not to answer specific questions or stop participating at any time.

What does my signature on this consent form mean?Your signature on this form means:

· You understand the information that has been presented to you in this form· You have been able to ask the researcher(s) questions and address any concerns· The researcher has responded to your questions and concerns· You understand the research study and the potential benefits and risks that are involved

Printed Name of Participant

QUESTIONS• Opening questions

• What is your name? • What is something interesting about yourself?• What is your emphasis within the Murrow College? • Why did you choose Communication as your major?

• Introduction questions• What was your first impression of the Murrow College? • What comes to mind when you think of Student Services?

• Transition questions• What services have you used with Murrow College? • What do you mainly use social media for? • Which social media website you do use most often?

• Key questions

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• Have you or do you know anyone who has taken advantage of the services and opportunities that are sent out through email from Student Services?

• Do you think that you might benefit from connecting with student services through social media? If so, explain in which ways.

• What do you think Student Services could offer that would be more helpful to your education and your journey to graduation?

• Do you take advantage of opportunities offered by Student Services? • If not, please explain why. What would motivate you to start taking advantages of

opportunities offered? • Ending questions

• Considering what you have learned tonight, will how you access or interact with Student Services change?

• Should social media be implemented as a main source of connecting you with Student Services?

• Do you think your interaction with student services and your utilization of what they have to offer will change positively if a higher social media presence is available?

• So having heard everyone’s opinions, what are your final reactions to the proposed changes Student Services is considering making?

• Do you have any questions or further comments and concerns?•Thank you all for participating in our research study.

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APPENDIX 2: FOCUS GROUP TRANSCRIPTS

FOCUS GROUP 1:

M: Thank you for taking time out of your schedules to help participate in our research study. We are conducting a focus group on behalf of Student Services in the Murrow college to measure how the office is being utilized and how they can better serve the student needs. This is informal and will be confidential so please be honest with your answers. This process should take approximately an hour to an hour and a half.

M: We will start it off by getting to know each other a little bit. Let’s go around and each of you say your name, why did you choose communication, and something interesting about yourself?

M: I’ll start, my name is Spencer. Something interesting about myself is my principal told me on my graduation that I would never amount to anything.. And I’m proving him wrong I think! I got into Public relations because I hate math. (other moderator): My name is Liz, I got voted most likely to be president. I chose PR because I wanted a second major to go with my French major.

P: I am Chance. I am the GM of KUGR on campus, I chose Com cause its what my father did and I always knew I wanted to and I did radio and broadcasting in high school”

P: I’m Jasmine. I went to Michael Jackson’s funeral, I chose comm because I love PR, go cougs”

P: I’m Katie. I like to run triathlon, I chose comm because I likes to make people’s days better and communicating with others

P: I’m Julia. I am an American and Australian citizen, chose comm because I wanted to do broadcasting, realized I didn’t like it, I was already doing comm stuff and I liked event planning so I switched to PR

M: Already let’s kick this thing off. When you got into the Murrow college or decided to do communication what were your first impression of the Murrow college? Speak up, we don’t need to go around the circle.

P: I didn’t know who Edward R. Murrow was at first.

P: I heard good things about it, I knew Kathy Gertzen went here and I grew up watching her so when you see somebody important it makes you want to be like that person and think you can achieve something great like her”

P: I heard it was a great place to go if you were interested in Communication

P: My mom went here and drilled it into me to major in communication”Moderator: Great, what about Student Services specifically? What comes to mind when you think of Student Services now?

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P: Well I work in the advising center and I know that students start their business or communication degree in the general advising in CACD so I never stepped foot there until my junior year.

P: I was a transfer student so I never had undergraduate advising, I just went straight to Murrow. I first I thought they were super useless because they were putting me in the wrong classes and weren’t giving me information I needed. Then some people were replaced and new faculty were hired and it is so much better now.

P: The old advisers didn’t seem to care at all about anything you were doing. Lisa and Waylon are so much more helpful. I don’t know how long the others were there for, but it just didn’t seem like they cared that much about each student. It was just like we were all nobody special.

P: I was always in the Murrow College, ever since I got here the curriculum was always changing. So I just went there to get my hold off, told them to put me in whatever classes I needed to graduate. With all the changes I just am always nervous they’re going to throw me another curve ball and mess up my graduation date. It’s a little confusing. Other than that it is pretty routine for me.

P: One of the staff was so unhelpful. She literally put me in classes that I didn’t even need to be in.

M: Great stuff guys. You said they are doing better now, what exactly are they doing better at now?

P: It’s more about the students now. It’s not like we are a nobody. It seems like they care more. They aren’t just pushing us through to graduation, we are actually people who want help. I had to do something for my history class and Waylon didn’t have to help at all but he completely went out of his way to help me out.

M: Do you think that since everything was changing so much they just couldn’t keep up?

P: I think that the new people they brought in, to me they just care so much more than I’ve ever gotten from Sandy. The first day of the semester I went into Lisa’s office and I was crying because I wasn’t in the right classes to graduate, and she did something about it, and fixed it with no problem.

P: They actually called me earlier this semester telling me I was missing a class I needed to graduate, they caught it. I was able to enroll before it was too late, I am very thankful for that.

M: How many of you guys would say that you have received emails from Student Services that are helpful? We know they send out a lot of emails but is it helpful?

P: That’s how I got my job.

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P: I always scan it to see if it’s relevant to me.

P: I read them, at least check what it is about before I delete it, always scan the email,

P: It’s never personable, they always just add “FYI” it would be nice if they would write a little blurb and expanded - it would make more people interested.

P: If it is a time issue - at least add a header.

P: I understand that Student Services get sent the job postings daily and it might be hard for student services to have to write on every single job. But it is their job, they need to get students excited about these opportunities.

P: They do seem really impersonal - if they don’t care why should we? I delete them all unless it says something like important advising.

P: I don’t use it for my job search so the emails don’t apply to me.

P: I am sure they are doing a million more important things then forwarding emails, and I think if it came down to it if they were going to not send them at all or if they were going to forward them, i would rather them send them, the blurb isn’t entirely important.

P: I would rather them respond to my emails quicker than writing forwarded messages, the forwarded emails do not bother me that much.

P: I got turned off because they just don’t seem personal.

M: Okay great. One of the ways we are trying to improve communication between Student Services and communication students is through social media. Do you guys use social media? If so what platforms? and why?

P: I use LinkedIn a lot and Twitter. Facebook has kind of turned into a high school reunion”

M: How many of you guys have a LinkedIn and Twitter?

All of participants raised their hand to having both.

P: I like Facebook.

P: I’m involved in clubs so it’s easy for updates, school projects, involved in clubs, easiest way to stay in touch with family and friends.

P: Facebook is perfect for group projects it is the best way to communicate with team members.

P: I go on Facebook for only photos and school stuff. If student services had a Facebook page I would probably look at that the most compared to if they used other platforms.

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P: Twitter I use mostly just read others updates. I’m a sports guy so I just read a bunch of sports news and it’s easy to post news about KUGR stuff.

P: I think the best option for Student services is Twitter. Easy to post quick short blurbs, people don’t want to read long posts.

P: I use LinkedIn strictly use for professional uses.

P: It bothers me when people are constantly pushing people to like their page on Facebook.

M: Sounds like you guys don’t use Facebook as much to follow news. Would Facebook help Student Services better communicate compared to email? Or would a forum where students could post questions and seek information be better? What is the best way?

P: I think the thing with social media right now is that it’s becoming a universal thing and everyone thinks it is going to be there answer to everything it is almost becoming spam and I have started to ignore it just like emails that I don’t want to read. However, if I knew they were going to respond faster on Facebook then I would probably go there.

P: I would go to the events section on Facebook page.

P: If I do want to find something out, it would be good to have a Facebook page or a forum/website just for Student Services. But one or two updates a day is good.

P: People get tired of constant updates, it becomes very like spam and people actually unfriend or unfollow because it is so annoying.

P: I’m not sure it would gain many people on Facebook, I think a website would be better.

P: If student services had a LinkedIn page then it would be good because they could post professional opportunities.

M: Okay. Anyone else?

P: Sometimes I just Google things to see if I can find it out myself.

M: That’s a good point. It would be nice if students could search on google for Student services home page. Do you guys agree?

P: Yes. Much better.

P: If they had their own website it would be great. They would need to really know SEO, when you Google it, Student Services at WSU comes up.

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M: That’s interesting. Do you think if they implemented a site students would seek it more than social media?

P: Yeah, if anyone needs to seek information, they could have a certain page to go to and it would be known and easily found.

P: It would help cut down on spam emails.

P: Cut back on emails if this was implemented and just get a weekly update in a email just emphasizing what is all on the page this week.

M: Okay great. What else would you guys want the website to have on it?

P: Be able to schedule things online - this would be really helpful. If they had their own website and then had a link to make an appointment, etc. Super easy to use. sign up online - sends you a reminder.

P: Having it easily found on Google would be so helpful.

M: Great. Do you guys have any other ideas for Student Services that they can do to better connect you guys with information?

P: Just adopting a website is the best way to inform students. Might be hard to market it if they also post it on social media then they could just post the link everywhere.

P: Effective to have multiple platforms advertising the same way because some people prefer one platform vs other platforms.

M: Okay so advertising the page would be good and not spam-like?

P: People need reminders.

P: Make it the home page in Murrow for a while, while its still getting adopting”Moderator: So you guys agree that having the same advertisement for something like Student Services page would be effective?

P: Yeah. Even getting incoming freshman and sophomores aware of it would help - word of mouth.

P: Have professors show it to them - make it something that everyone needs to know how to use this because it is so useful to graduating.

P: Professor recommendations is the best way I take advice.

P: It’d be nice to have a website to go back to and if they couldn’t remember something or lost a paper, they could just Google the website and easily found it.

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M: Okay. You guys all know about the opportunities and services now. Do you guys think there are their things that could have helped you more, services that are missing?

P: I don’t think they prepare people for graduation.

P: They don’t really help you find a job or even give advice, I’d like someone to actually give some mental advice, instead of just approving us to walk and removing a hold.

P: They are overworked, understaffed.

P: They could seek help from other departments like the CACD. the CACD is a great resource if student services needs help.

P: They need to be more consistent all around - it would benefit them. There are a lot of misunderstandings.

P: It would be beneficial to have a one credit class offered in the comm department that you had to take before graduation where all you do is search jobs and critique your resume. the symposium was great but having a semester long help, would be great. Useful one credit class where you are in a small setting and focused on life after graduating.

P: There are a lot of people graduating without internships and I think if advisers and professors helped students write resume, CV, make business cards, job search , etc. then they would be more prepared to get those internships before graduation”

M: Those are great ideas guys.

P: Lisa Laughter is amazing and is trying to turn the whole thing around at student services.

M: Yes Lisa is very great. Do you guys have any other comments?

P: I think people don’t take advantage of the opportunities because it is an overload - if there was a website where I could take a day to just visit the website and click a link of what I wanted like 'internship opportunities' it would be a lot more efficient and helpful.

M: A website sounds like the top hit guys. Thank you all for your help. This has been very helpful. Anything else we didn’t cover, speak up now if so.

P: I think we covered it all.

M: Okay great guys, thanks again for participating and feel free to grab more food. We will email the winner of the gift card once we draw from a hat.

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FOCUS GROUP 2:

M: Thank you for taking time out of your schedules to help participate in our research study. We are conducting a focus group on behalf of Student Services in the Murrow college to measure how the office is being utilized and how they can better serve the student needs. This is informal and will be confidential so please be honest with your answers. This process should take approximately an hour to an hour and a half.

M: Let’s get to know each other a little bit and start by introducing yourselves.

P: I'm Christine, I'm a Sophomore. I guess its interesting that I'm from Arizona and I'm a business administration major. Not really sure why I'm taking this class to be honest but that's it.

M: Alright That's great thank you.

P: I'm Sam I'm a Business major and a Freshman and these are my friends.

M: Alright cool

P: My name is Tyler, and I don’t know my major and he is not my friend.

P: My name is Riley, Business major. I don't know why I'm taking this class.

P: I'm Marvin. I'm switching from Engineering to Com I think, so that’s why I'm in this class. P: I'm Kenson and this is my first semester here and haven’t decided a major yet.

M: Where are you from?

P: Hong Kong

M: Hong Kong alright

P: I'm Allison. I'm a Junior Marketing major and I'm minoring in com, which I recently decided and that is I'm in Com 101.

M: Okay

P: I'm Ryan. I'm from Vancouver Washington. I hurt my leg snow boarding around Christmas break and I've had two surgeries now and I'm in Com class just to fill basic credits.

M: Alright

P: I'm Alex. I'm a Biology major. I don't know really why I'm taking Com either.

M: Ok we got a lot of confused students here, no problem. I'm sure Taflinger has been drilling in

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to you guys. But the Murrow college is named after Edward R. Murrow. He's one of the most renown reports in his days. And I guess ill open it up what was your first impression if you had any of the Murrow college of Edward r Murrow himself. Did you guys even know about him before you came here?

P: I've seen the building.

M: What comes to mind when you hear the words, student Services? Do you guys know what student services is and what they do?

P: They help students.

M: Yes, they provide services to students, very good. I take it that none of you has visited office for student services?

P: No

P: No

P: Lighty?

M: Lighty is where a lot of people start out but if you declare your major as communication they tend to send you over there. Ok so well thanks for that obviously there’s a sense of lapse mis-communication on their part as far as getting become aware to it. So a lot of you guys don’t know what you're going to do, some of you are business majors. What services have you guys use with WSU in general? Therese advising services I'm sure you guys taken gone through that...but is there any other service you guys used or require to use at all? P: The REC

M: Okay well that’s not going to help you out in the real world unfortunately but that’s definitely a service that I like to take advantage of.

P: I was gonna say in the business school we have the Carson center which I don’t think the Com school has one. It's for business success and I've used it so much. They do resume tailoring, help you with your LinkedIn profile, and I would had no idea I had to do any of that. It's good to use.

M: Okay alright. Has anyone else used any other services?

P: Tutoring services for math. They have certain hours we where you can go in and get tutoring. I've gone there a couple times.

M: There is obviously a lapse with communication and that’s why we're here to figure out. What social media platforms do you guys use and what do you think is the best way?

P: Twitter

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P: I think when you see things on Facebook you’re just like whatever. But Twitter you see everything.

M: Which one do you use most often you think?

P: Twitter

P: Twitter

P: Twitter

P: I think everyone is deleting their Facebook nowadays.

M: How are you guys receiving information now?

P: Emails

P: Emails

M: And how do those work out? Are the email actually working?

P: I delete them.

P: So do I.

P: If it was like a instant text message, I would automatically see it.

M: Do you guys like all think text would work better?

P: Yeah I'm always curious when I get a text.

M: I mean that's a good idea but would you guys appreciate that or I mean would you want constant text message of updates?

P: Not constant

M: Well I mean you guys know what they do with the emails.

P: So like three a day?

P: I thought you meant just through student services specificity

M: I'm trying to figure out what other place are doing for you because none of you know much about student services. I mean if you were to join communications and get certified and what not you would go through student services. But their trying to figure out to get across to you now

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because obviously you guys know nothing about it, so their doing something wrong and that’s what we're trying to figure out. How we can how to get across to you: what student services does and how they can help you what not. When you when through Alive did you guys know what you were going to major in? Or you guys just went with the flow? When you went through that, did they what ever part you chose, say your undecided or business or you don't really know, did they actually tell you everything you need to know about the department like advising services and other stuff they might offer? Anything. I'm trying here guys. I need a little feedback if you have something please don't feel shy to speak up.

P: I feel like when show us a bunch of stuff at Alive, I was more interested in looking at the campus, I mean now I know what I need to do here. I think if they would of told me about student services a few months of being here they would have been more helpful then the summer before college when I didn’t really care, I wasn't trying to do homework and doing stuff. It was more like holy crap its college. M: Do you guys think because a lot of you don't know why you guys are taking Com 101, what if Taflinger say incorporate student service into the syllabus would that be beneficial? Would you guys take advantage of that?

P: They should just target people in classes like that might be certifying. Through out the whole campus by sending them emails constantly, reminding them.

P: Or making a link on angel, for example your in this class, here is whats related to it.

P: The syllabus probably wouldn’t be beneficial because people just read it one time. P: I don't know about social media now but I think maybe if angel was build on like there was tabs about you go to for math, counseling, REC, clubs if there was different tabs then you can look at different links to click on to get from that. That's just an idea I think would work its not more of social networking but doing homework and doing it yourself rather than being told. P: Yeah, I wouldn’t follow student services on Twitter.

M: Right

P: I know they have that information on Zzusis right? Zzusis is so confusing now that its just a waste of time now.

P: Making on Angel so if its a all one. Where you can check your grades, study guides, classes and other things. That might be beneficial for everyone.

M: So you guys feel like a one stop hub like a website completely dedicated to student services where you can get from Angel or search on Google that would have constant updates, advising services internships, career opportunities that would be more beneficial than actually going through social media?

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P: It would be like your life on a website, by controlling your whole college experience on one site.

P: Yeah most people aren’t going on Facebook or twitter to look at school stuff.

M: You are right on. So if they would to adopt a site like that. What would be the best way to get it across to you guys? Advertising? Class announcements?

P: Like the news feed idea. I think if it looked like Facebook but just all around student services and anyone can look at this one page. There would be a bunch of updates and dates on what's going on. I think that would be easiest, a main homepage with different tabs.

P: Yeah, for different sections.

M: Right, what would be the best way for you guys to know about the website?

P: It would take time like Facebook or anything other social media, obviously some advertising here and there and people will hear word to mouth and it will get out for sure.

P: Or even like Com 101 we get credit for doing this, that could be like one of the surveys you have to know, have people 'like' their page or join their club and you get the point for doing it. Because people are not going to do it without incentives. I mean as a Freshman you don’t realize you need that stuff until you should of already been needing that stuff.

M: Definitely

P: I think that’s their lost the incentive if to get on the ball when you get to college not be like chucking around until its too late. That’s their fault if their not going to check up on a newsletter.

M: I mean I agree, I think for me personally, I didn’t really know until I gotten certified I think its 50/50 you know the student has to take advantage but student services on their part has to make it aware to you guys how important it is and what they actually offer. That’s what were here, trying to help get you guys out of it. So you guys haven’t used much services, you have like tutoring services and what not, as freshman what do are you confused about? What do you think that student services could help you out with that you don’t know much about right now? Is there you know counseling services or career opportunities, events that you could go to- what can they help you guys out with that you feel they haven’t been taken advantage of?

P: I think if there were internships possibilities like over the summer, I mean I'm sure there are things like that but I just don’t know anything like that. Like what she said- resume building and critiquing, I feel like that would help out a lot if you want to get a summer job or something. It'd be good stuff to know but I mean I haven’t been made aware of a lot of stuff like that.

P: Also making students aware their structure of their major before they go into in. you said you didn’t know until you were certified I mean I'm not even in Com yet but I'm trying and I don’t know anything about it. I don't know what to expect, or whats going to come up and structure

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going to be like.

M: Right

P: I think another thing that’s beneficial is, ok you want to be a Com major well there’s the different sections of Com you can be it. Like letting them know, you basically know the few jobs in PR but there’s so much more other job being a PR major then what you know of the top of your head so like definitely having that available like what job is associated with which majors is definitely something as a freshman that’s interesting.

M: Anyone else wants to talk for a while? You guys have any ideas? Any concerns? You guys mentioned career opportunities and resume building and what not they do offer that during the Murrow symposium did any of you get to check that out this year at all?

P: No

P: No

M: Were you guys aware of it?

P: Yeah I don’t even know what it is.

M: Okay

P: I been in a Com class like every semester since I been here and I never been contacted through like the Com school like through email or anything and yeah I mean I haven’t need to go contact them but I don’t get any information. I feel like that’s something they should know, if they want to reach out they should realize who are in their classes you know. As a minor I don’t need to certify right away that are no rush. so, i don’t know.

M: Yeah right. I strongly recommend you guys take advantage of the Murrow symposium it does help out quiet a bit. But of course that’s just you know a couple days event. If they offered a class, say like a one credit class that for just tailored to resumes, and interviewers would you guys take advantage of a class like that?

P: Yeah

P:Yeah, something I would do. That be really helpful

P: Don't they have a class like that, that's a one credit?

P: The business have to take English 402 which is like resume building and cover letter and stuff you have to actually apply to jobs and show them you done that and I know that's open to any major but they already have something like that but its more work than a one credit class.

M: Right..and that’s more tailored towards business majors?

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P: I don't think so. It's just English 402 so I think any major but business majors have to take it.

M: Oh is it too many student that want to take it?

P: Yeah

M: Ok well I feel you guys mostly answer what we have to ask is there anything else you guys have to offer any questions concerns you guys want to you?

P: I'm curious a little bit about your major public relations could you give me like a field of jobs with that major?

M: public relations is a broad field the fact that because it has like the advertising aspect of it marketing aspect obviously there’s the public relations aspect you have to be up to date on social media you between the public and the organization and try to balance their demands. There’s its a great major there a lot of options to it that’s the thing with student services they can set you on the right track. One of the reason I got into PR besides the movie is taken advantage of student services and they lay out what I need to do and what not our main focus with public relations is to reach you guys through them. Overall I get from you guys you guys want a one stop shop website that has a constant feed of updates and links you guys can go to. What type of advertising you guys look at? What sticks out from?

P: Entertainment sticks out

P: Poster on walls in classrooms

M: What about bathrooms?

P: Yeah you have to look at those.

M: Do you guys take advantage of the Daily Evergreen?

P: When ever I lived in fraternity yeah because we used to get it but now I don't so I don't know where to get.

M: Ok well I appreciate you guys taking the time out of your day to help us to do. Hopefully once this is all this is over you guys will become more aware of student services. You guys will see more avenues to get into it. And take your time you guys have plenty of time don’t rush there’s some like 80% of students who change their major. Don’t stress over stress just have fun.

FOCUS GROUP 3:

M: Thank you for taking time out of your schedules to help participate in our research study. We are conducting a focus group on behalf of Student Services in the Murrow college to measure how the office is being utilized and how they can better serve the student needs. This is informal

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and will be confidential so please be honest with your answers. This process should take approximately an hour to an hour and a half.

M: Let’s get to know each other a little. What’s your guys’ names and why you’re interested in communication?

P: I’m undecided right now, started Comm because it sounded fun

P: I’m Jack. Something interesting is I’m from Edmonds and I'm looking to major in Communication, not really in a major right now.

M: You’re a freshman?

P: Yeah

M: Great. Well transitioning into talking about the Murrow College, I know it might be difficult to get experience in Murrow college if you don’t have a Murrow adviser for instance, if you have a adviser in the CACD. What were your first impressions of Murrow College? Even if you have not taken a Communication class? First impressions if you have any?

P: I just got done taking com 138 and it was actually really fun, we had lisa laughter. I have her as an adviser too and she is really helpful”

M: Great, Lisa is actually our client for this project!

P: Lisa helps me with everything.

P: It looks nice and the auditoriums are really big.

M: What about Student services, have any of you guys ever been to Murrow College student services, or heard of student services, for instance an email? How many of you have guys are familiar, show of hands?• (A few receive emails)• (Two are familiar with student services)• No comments besides saying they had received a few emails and that they didn’t know much.

M: Murrow college student services is a student help office they are in the second floor and they are responsible for things like student advising, career help, this semester they have been really active in sending emails connecting students with internship opportunities, connecting you guys with things like KUGR and Cable 8. Do you guys think that if you aren’t currently receiving emails and notifications of this sort do you think it would be something that would be beneficial to you? As you guys are pursuing your communication degree and such, how would you feel about more involvement from them?

P: Probably less from me, just because that’s not really my stuff.

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P: Not yet.

M: So at this point are you satisfied with your advising elsewhere? Who is your main source of information?”

P: Who is my adviser?

M: Who do you go to if you have questions about picking your questions or internship information?

P: Adviser at the CACD.

M: If you were interested in getting career help or internship opportunity information where would you go?

P: I don’t even know.

M: Okay. So what kinds of other things do you think would be helpful to get you guys ready to graduate? Or help you gain work experience while you’re in college?

P: They need to have something to demonstrate and show us and help us with stuff I don’t even know about.

P: They need more tutors.

M: So tutoring is something that you guys would agree is beneficial and something they should try and implement more for communication students?

P: A little bit yeah. I see a lot of tutoring for things like math, science, history.

P: Yeah I agree, there’s nothing like that for communication students.

M: Okay, and if you guys were going to take advantage of something like tutoring or other opportunities what would be the best way to motivate you guys to do so. If we had a website, for instance, or if there were a social media site. What do you guys prefer?

P: Email actually. It’s really hard for me to find the college pages on Facebook but I check my email like 5 times a day.

P: Post flyers around campus.

M: Okay, so social media is popular these days with students. How many of you use social media?• All of them raised their hands• No comments

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M: What social media do you use the most often?• Everyone uses it (raised hands)• Preferred:

• Facebook - 4• Twitter - 2 • Instagram - 1• LinkedIn - 0• Myspace - 0

M: Okay, can we maybe go around the room and say what you use and why you use it? For example, I personally use Twitter a lot to follow the news, not so much a networking with friends site, and its more professional. I also use LinkedIn a lot as it gets closer to graduation I am looking for professional opportunities and professional networking.

P: I use Facebook mostly because i’m in a bunch of different groups and they post updates and events on there so it’s easy to see.

M: School groups?

P: Yeah I’m involved in Cable 8 and it helps to get updates on FB.

P: Twitter is a lot less formal, posting random thoughts.

P: I use Facebook a lot because I’m in a fraternity and it’s easy to keep up with what’s going on.

P: Easy to connect with my international friends on Facebook.

P: Probably Instagram for me.

P: Probably Twitter but it’s hard to find people. Facebook like you said I do use it a lot more since I am in college.

P: I use Twitter a lot to follow news and things I am interested in.

M: If you guys were to seek info from Student Services, do you think that it would be better to reach you via social media platform? For instance, if Murrow Student Services had a Facebook page or a Twitter page, do you guys think that they would be useful? And if so, for this kind of connecting; like career help and classes and other Murrow College related information?

P: Probably not, I like to escape from school when I go on social media.

P: No disadvantages- just might not check it”

P: For me email, at least combine them, post on Facebook but then have links to the information through email.

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M: How many of you think this should exist or would be beneficial, even if you don’t think students would still like the idea of having it there even if students aren’t checking?

P: I’ve never even come across information so if I had a website to go to where I knew had the information on it, it’d be nice.

P: It’s always good to get information out there no matter what platform you use, so yeah.

P: With Facebook and email a lot of people get so much info they kind of just learn to let it go in one ear and out another.

P: They don’t have a website?

M: Well we had trouble finding it ourselves. College of Business has student advising help on their landing page so when you go to their page you can link to their personal advising help page. Student Services doesn’t have a solid website just for them, it’s hard to find. So part of what we are doing is trying to find out information and understand how students use Students Services, so are they going in for advising or career help, and because we have all these opportunities and services that we want to get out to the students - what would be the best way to get this information out to you guys. Since the website isn’t user friendly. Would developing a website and being present on social media be helpful?

P: Posting around on a wall- if i was interested it would catch my eye (passing by attention)”

P: Yeah, posters and flyers for sure for younger class-men.

P: I don’t like when people hand them out to me, but when they are posted on a wall I may be interested.

P: If there was a website and it was easy to access and had all the information on it I would definitely go on it and check it out and probably use more of the services and read about more opportunities.

M: Do you have any comments on ways that Murrow College could connect with you?

P: Like I said, posting it around is easiest for me.

M: For those of you that are not certified and aren’t getting those emails that Lisa Laughter and Student Services sends out what is a good way to get information to you guys?

P: With Facebook and email it’s sometimes information overload.

P: I would like posters or website specifically for Student Services.

P: I don’t like when people hand me flyers.

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M: Okay so if they were posted on walls that would be best, or if we implemented a website?

P: Yeah, definitely would be more interested.

M: Considering some of the things we’ve talked about, and knowing about the services now, how do you think your interactions with student services will change, if they will? Do you think you will take advantage of these opportunities or seek out information?

P: I will definitely start to seek Student Services even more especially because I’m almost certifying.

P: I already get the emails and I look through them at least I skim them.P: If there was a website implemented and the link was posted and we knew about it then I would definitely search it more.

P: Social media is best, it will get news out there and get people more involved. I think having a website would be best and then post links to it through social media to market.

P: Like do a post, and then say if you want more information then check out our website

M: Okay great. So do you guys agree that if we have a higher social media presence we will reach more people effectively?

P: Guaranteed

M: So overwhelming yes, social media is a definite yes?

P: If you want to get more eyes on the program social media and a website would be successful I think.

M: Awesome. Do you guys have any other questions or concerns about Student Services?

P: NoM: Okay. Well thank you guys for participating feel free to grab more food and enjoy the rest of your day. We will e-mail the winner of the raffle. Thanks again guys.

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APPENDIX 3: ONLINE QUESTIONNAIRE

SURVEY QUESTIONS

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