Archive for category True Blue Communication

SAAVI Focus Group

Utah State University’s Sexual Assault and Anti Violence Information (SAAVI) office hired TrueBlue Communication to do research on visibility around campus and subsequently make suggestions on how to improve, ultimately allowing more students to feel comfortable coming forward and talking to the counselors at the office. As the account manager, I organized two focus groups (one for men and another for women) and was the main point-of-contact between TrueBlue and SAAVI. What follows is 1) a transcript of the focus groups, 2) the PR plan put together for SAAVI and 3) the slide show summarizing the PR plan.

SAAVI Focus Group

A note: the formatting between the two records is not the same. I transcribed the men’s focus group, but having not been present in the women’s focus group, I felt unable to edit their responses.



SAAVI Communications Plan

TrueBlue Communications


SAAVI: Sexual Assault and Anti-Violence Information center

The Utah State University (USU) office of Sexual Assault and Anti-Violence Information (SAAVI) provides support, advocacy and information to anyone at USU (women, men; students, faculty and staff) who is a survivor of sexual assault, rape, dating violence, domestic violence, stalking, hate crimes, hazing, etc.

SAAVI offers educational presentations related to creating healthy relationships and violence-free environments for the well-being of all students, faculty and staff. SAAVI’s goal is for everyone to be physically and emotionally safe at USU.



  • Increase awareness/understanding of SAAVI’s role and services among the general campus population
  • Encourage victims of interpersonal violence to use SAAVI’s services
  • Increase awareness/understanding of interpersonal violence issues around the general campus population
  • Persuade everyone (especially men) to be better partners and more effective bystanders to others facing unhealthy relationships


Key Audiences

  • Survivors
  • Bystanders
  • Current victims
  • Faculty and staff
  • Offenders, or potential offenders
  • Cache valley community
  • USU students, including
    • Greeks
    • Athletes
    • Clubs
    • Grad students
    • Transfer students
    • Freshmen


Current and Potential Partners

SAAVI does not compete with any other organizations

  • USU Sexual Assault Response Team (SART)
  • Health and Wellness Center at USU
  • Campus Police
  • Logan Police


Key Dates and Activities

TBA: Clothesline Project

February 14 – Healthy Relationship Week

April 12 – Walk a Mile in Her Shoes

September 6 – Red Zone (TSC patio)

September 22 – RAINN Day (TSC patio)

Sept. – Homecoming Parade

Oct. – “We Believe in Safe Families” (Cache Co. Courthouse)


Focus Group Method

November 8, 2011

15 men and 30 women

The sexes were divided for the focus group

Notes and audio transcriptions

    comprehensive report

Key findings extracted


Findings: Common

  1. Majority did not know where SAAVI was located
  2. SAAVI is a good resource for someone who: wants outside third-party advice, and someone who is qualified to deal with deeper emotional issues; otherwise focus group participants would go to friends, family or religious leaders
  3. Continue to promote in the same ways; also approach religious leaders and more PSAs, posters, etc.
  4. Show healthy relationships in ads
    • Is this you? It could be.
    • Choose the right person for a healthy happy relationship


Findings: Women

    1. Majority of women would talk to their parents first
    2. Managers/bosses needs more knowledge of SAAVI
    3. Consistent education about SAAVI

    • Educate elementary and middle schools
    4. More awareness through the Resident Assistants
    5. Counselors who can empathize because they have experienced it


Findings: Women Cont’d

    6. There needs to be a clearer division between what is right and wrong

    • If it is in a joking manner, it is okay
    7. A lot of girls are fixers
    8. More awareness and education on other violence (ie. emotional)
    9. List qualities of a good, healthy relationship


Findings: Men

  1. The line between right and wrong depends on the situation
  2. Men, as victims, would rather go to religious authority than SAAVI


Proposed Communications Objectives

  • Increase awareness and understanding of SAAVI’s role and services among the general campus population
  • Increase awareness and understanding among victims of interpersonal violence of SAAVI services
  • Increase awareness and understanding of interpersonal violence issues around the general campus population
  • Persuade men to be better partners, and more effective bystanders to others facing unhealthy relationship situations



We have not been updated with SAAVI’s budget. This information will be helpful for future planning.



  • Website
  • Continue updating Facebook, and increase engagement and “likes”
  • Create a Twitter account
  • Re-do marketing materials
  • Build relationships with USU students
    • Counselors must become public figures
  • Make more SAAVI appearances at events around Cache Valley
  • Revisit recommendations: launch a new campaign based on results between evaluations to increase campus awareness


Key Messages

  • SAAVI is a safe, confidential place
  • No means No
  • You are not in the wrong if you have been sexually assaulted
  • SAAVI offers counseling support
  • Calls are anonymous and confidential
  • SAAVI is taking a stand against sexual assault

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Press Release: RAINN Day: Washing Away Rape

Because of the public nature of the internet, I have edited out some potentially sensitive information. As a follow-up to this release, The Utah Statesman ran a front-page, above-the-fold article about the event on Sept. 23, 2011.

Utah State University’s Sexual Assault and Anti Violence Information (SAAVI) office hired TrueBlue Communication to help plan and promote their annual RAINN Day, an observance of all survivors of interpersonal violence, to help increase visibility and recognition of SAAVI and the services the offer.

For Immediate Release:

Date: Sept. 19, 2011

Contact: Monica Bailey, SAAVI director

Address: USU Student Health & Wellness Center, 850 E. 1200 N., Logan, UT 84321

Phone: 435-797-1510


RAINN Day: Washing Away Rape

USU Service Seeks to Educate and Comfort Students

LOGAN, Utah – The weather report says 80 degrees and sunny for September 22, which is why you may be confused as you walk around campus and see posters for RAINN Day. Utah State University’s Sexual Assault and Anti Violence Information (SAAVI) office will hold their annual RAINN (Rape, Abuse and Incest National Network) Day, an observance of all survivors of interpersonal violence, this Thursday.

On RAINN Day, a USU student will be sharing her story about her experience with domestic violence and rape at 10:15 and 1:15 on the TSC Patio. All students are invited to listen to the monologues. SAAVI will also have a booth where students can trace their hands on a poster and take a stand against interpersonal violence.

SAAVI Director Monica Bailey says she wants students to not only recognize SAAVI and what it stands for, but also feel comfortable to come and talk with her. SAAVI is completely confidential and gives students a safe place to talk about their choices, options and rights.

Along with the activities for the day, SAAVI will display statistics for dating violence, date rape, stalking, alcohol violence and other domestic violence on small umbrellas throughout the day around their booth. Each umbrella represents a sexual assault, which happens every two minutes. As they accumulate throughout the day, Bailey hopes it will send a message about the seriousness these occurrences. She hopes to inspire men and women to be better relationship partners, as well as become effective bystanders for those in unhealthy relationships.

The SAAVI office is in the Student Health & Wellness Center on 850 E. and 1200 N., just north of Romney Stadium. The SAAVI office provides support to anyone at Utah State University who is a survivor of interpersonal violence. SAAVI also has a 24-hour anonymous hotline. If you know of anyone who is in a dangerous or hurtful relationship please contact SAAVI.

For more information on RAINN Day and SAAVI, please contact Maddy Xxxx at


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American West Heritage Center

Because of the public nature of the internet, I have edited out some potentially sensitive information.

As part of TrueBlue Communications, on a team of five in the spring of 2011, I did industry and stakeholder analysis for the American West Heritage Center. I was also part of a separate team of five who presented the findings of the research, along with the resulting recommendations, to the board of directors for the Center. What follows is 1) a .pdf of our analysis and 2) the power point presentation, with the text re-written below each slide.

Industry and Stakeholder Analysis


American West Heritage Center

Experience it!


Methodology Summary

  • Internal PR Audit
  • Industry and Stakeholder Analysis
  • Focus Group
  • Surveys
  • Data Analysis


Recommendation 1:

Define Target Market

Target market for individual events

Demographics: age, family situation, location

  • Focus on current customers

Cater to target market’s needs

  • Communication
  • Events
  • Pricing


Recommendation 2:

Internal Communication

  • Identifying roles
  • Money for focus group
  • Delegate
  • Crisis management plan
  • Utilize resources


Recommendation 3:

Discounts and Package Deals

Lower prices

  • Decrease adult ticket pricing
  • Most people are willing to pay between $2 – 6

Package deals

  • Group discounts (10+ people, get $1 off/person)
  • Offer discounts in Big Blue Coupon Book or Valpacks (limited to college students and Valpack recipients)
  • Family discounts


Recommendation 4:

Date of Baby Animal Days & Crisis Management

Move Baby Animal days to a later date in April

  • Decrease the chances of conflict with unpredictable/winter weather

Extend Baby Animal Days to two weekends in a row

  • Increase attendance from word of mouth
  • decrease the traffic flow and shorten lines

Plan for inclement weather

  • mitigate muddy paths using wood chips
  • stroller wash off station
  • alternate staging plan: inside/outside


Recommendation 5:

Utilize Free Advertising Techniques

  • USU calendar
  • ASUSU partnership
  • Facebook page
  • Coupon organizations


Recommendation 6:

Crowd Control

Responses to the question: What were the negatives about Baby Animal Days?

  • Weather
  • Lines
  • Mud
  • No Response
  • Other


Recommendation 7:

Date Night

The main reasons why people visit the AWHC

  • Other
  • Friends
  • Family Time
  • Date Night
  • Baby Animal Days

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