Upload
renee-hausske
View
369
Download
0
Embed Size (px)
Citation preview
Communication Campaign Plan
Zamzam Abdulgani, Renee Hausske, Megan Mischaikov, Alyssa Mayeda, Karlie Pfluger
THE GOAL
1) Increase student awareness of conservation districts
2) Increase student awareness of internship and job opportunities with conservation district
3) Increase student awareness and engagement with local conservation issues and needs
4) "Tell the story" of the conservation district
THESISOur team has built a conceptual framework around comparing the current communication platform of the Palouse Conservation District to our experimental pages, which we have manipulated using theories and models learned in class. Therefore, an understanding of the best communication techniques for outreach and awareness will be available for the Palouse Conservation District to implement.
CHALLENGES
Majority of students represented at Washington State University have no prior connection to the Palouse
Lack of social media presence
Website is hard to navigate
RESEARCH QUESTIONMeasured an experimental message to see which type of emotion - negative, positive, or controlled - would increase recall of information presented on a website and which emotion would affect attitudes towards the Palouse Conservation District and environmental issues related to the Palouse region.
EXEMPLIFICATION THEORY
Messages exemplify emotional recall to a message
Messages are commonly shown through illustrative form which are known as exemplars
Exemplars can influence judgment
Message is concrete rather than abstract, that message is more likely to be recalled
HEURISTICS
Availability heuristic is a mental shortcut
Judgements are made based on the ease of recalling information
Availability heuristic will show whether students can easily recall information about the Palouse Conservation District after seeing the new website
METHODS
Online survey to measure experimental message
Only WSU students to partake
Created consent forms
Control, positive, and negative messages
MEASUREMENT
Self-report method
Accurately label questions to adhere to construct validity
Operationalization independent and dependent variables
Convenience sampling offers threats to external validity
Self-selection
SURVEY
SURVEY
SURVEY
SURVEY
PARTICIPANTS
WHAT WE FOUNDIndividuals who felt the Palouse was their home and individuals who were aware of environmental issues affecting the Palouse
Individuals who feel they are aware of environmental issues affecting the Palouse and individuals thoughts that environmental conservation will benefit future generations
individuals who are aware of environmental issues affecting the Palouse and individuals who regularly seek information about environmental issue affecting the Palouse
WHAT WE FOUNDPositive Message:Planning on seeking more information about environmental issues affecting the Palouse
Planning on seeking more information about the Palouse Conservation District
Finding the message useful
WHAT WE FOUND
WHAT THIS MEANS
Positive message website had higher recall and positive emotional response
RECOMMENDATIONS
Modifying the current appearance of the Palouse Conservation District website:
• adding images of the Palouse
• making the website easier to navigate
• adding links to social media pages
• highlighting opportunities for community involvement
Improving Palouse Conservation District’s Facebook profile:
• updating the profile picture and cover picture
• creating a twitter profile
• implementing a brighter and uniform color scheme
Social Media Channels (Facebook, Twitter, etc.)
Internship & Job Opportunities
Engagement with local conservation issues and needs
“Tel
l the
stor
y”
THE GOAL
1) Increase student awareness of conservation districts
2) Increase student awareness of internship and job opportunities with conservation district
3) Increase student awareness and engagement with local conservation issues and needs
4) "Tell the story" of the conservation district
THANK YOU