evansdale crossing campaign book
TRANSCRIPT
1
CAMPA2IG0N 15
PRODUCED BY Erica Smith, Keryssa Slaubaugh, Nicole Marcus,
Carley Franks, Sierra Halstenberg & Kristen Barrows
Submitted in partial fulfillment of the requirements for PR 459
(Spring 2015)
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Table of Contents
CAMPA2IG0N15
3
Table of Contents Introduction 5
Team Biographies 7
Executive Summary 11
Background/ Current Situation 14
Secondary Research 23
Primary Research 44
Goals, Objectives, Strategies, Tactics,
Key publics & Key Messages 59
Evaluations 65
Budget & Timetable 74
Conclusion 77
Appendices 80
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CAMPA2IG0N 15
Introduction
5
ABOUT THE CAMPAIGN This campaign book will provide an in-depth description of the efforts of Team Crossing,
a group of public relations and advertising students at West Virginia University, as they
design, develop and execute a strategic communications campaign for Evansdale Cross-
ing. Members of Team Crossing are in the Reed College of Media taking Dr. Geah
Pressgrove’s Strategic Communications 459 Capstone Experience course.
Team Crossing was assigned to work with University Relations to promote Evansdale
Crossing, a new student-centered facility being built on WVU’s Evansdale campus.
Through primary contact Becky Lofstead, John Bolt from University Relations and Rob
Moyer from Facilities, the team completed an extensive amount of both primary and sec-
ondary research used to guide a comprehensive campaign plan aimed at promoting
awareness of Evansdale Crossing.
A BRIEF NOTE AND ACKNOWLEDGEMENTS Over the course of this semester Team Crossing worked with several individuals without
whom the campaign could not have been a success. We would like to take the time to
thank: Corissa Greer, client liaison and University Real Estate; Dean Maryanne Reed of
Reed College of Media, Professor Joel Beeson in the Reed College of Media, Dan Simp-
son, Fresh Hospitality partner, Provost Joyce McConnell, Becky Lofstead, John Bolt,
Rob Moyer, Deputy Mayor Shamberger, Doug Van Scoy, Fresh Hospitality partner and
Kristen Basham, graduate assistant.
Likewise we would also like to thank Dr. Geah Pressgrove for all of her advice and guid-
ance. This project came with many triumphs as well as trials, and always having her in
our corner gave us the support we needed to create a successful campaign.
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CAMPA2IG0N15
Team Biographies
7
TEAM BIOGRAPHIES
Erica Smith-Account Executive
Erica Smith is a senior Strategic
Communications major with em-
phasis in Public Relations and a mi-
nor in Leadership Studies in the
Reed College of Media at West Vir-
ginia University. She is from Kan-
sas City, Missouri. She has held
three internships in her time at the
University. Most recently she com-
pleted her internship as a blog
writer for HerCampus WVU. She
has also interned with PR Plus Events and Inner Life Yoga Studio. Smith
hopes to pursue a career at a PR agency, with the hopes of specializing in
lifestyle, entertainment, or beauty.
Keryssa Slaubaugh- Research Director
Keryssa Slaubaugh is a senior Advertis-
ing major with minor in History in the
Reed College of Media at West Virginia
University. She is from Terra Alta, West
Virginia. During her time as a student,
she has worked in a retail store called
Gabes. She has been a part of a dynamic
team that has opened up three new stores
and successfully launched an event for
the stores grand openings. She has done
some promotional and marketing work
for Gabes as well. Keryssa is always seeking to challenge herself by learning
and developing new skills in the industry.
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TEAM BIOGRAPHES
Nicole Marcus-
Social Media Director
Nicole Marcus is a senior Public Re-
lations major with a minor in Com-
munications in the Reed College of
Media at West Virginia University.
She was born and raised in Pitts-
burgh, Pennsylvania. She is a four-
year member of the Alpha Xi Delta
sorority, where she has held many
positions including Public Relations
Vice President and Head of Activi-
ties Committee. Upon graduating, Nicole hopes to pursue her dream of do-
ing public relations in the fashion and beauty industry of New York City.
She also hopes to utilize some of the skills she learned at WVU to create her
own fashion and beauty blog.
Carley Franks-Media and
Community Relations
Carley Franks is a graduating senior
studying Public Relations at West Vir-
ginia University, with a minor in Com-
munication Studies. Carley Franks is
an alumni of the Delta Gamma Soror-
ity and has held multiple positions
throughout her membership. She has
also worked at the West Virginia Uni-
versity for two years and Regional
History Center and Stallmaker Dining
Hall for one year. Carley Franks is looking to start her career in Public Rela-
tions in the Washington D.C. area.
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TEAM BIOGRAPHIES
Sierra Halstenberg- Creative
Director
Sierra Halstenberg is currently a
senior at West Virginia Univer-
sity majoring in Strategic Com-
munications with an emphasis in Public Relations and a minor in Business
Administration. As an intern, she has worked in a variety of departments in-
cluding public relations, marketing, design and compliance. Throughout her
work experience, she’s quickly produced press releases, media pitches and
pitch letters. She’s managed social media accounts and developed strategies
and tactics for events and crowd funding. She has also designed logos, pro-
motion materials and athletic wear. Sierra is seeking to continually challenge
herself in a position in marketing, public relations or strategic communica-
tions, where her skills can be utilized, and grow as a distinct asset.
Kristen Barrows-Event Coordinator
Kristen Barrows is a senior Strategic
Communications major with a minor
in Business in Reed College of Media
at West Virginia University. She is
from Tampa, Florida. She interned
with Franklin Foods, a market-
ing/sales position, where she worked
face to face with Dairy Managers. She
pitched them why their products
should be in their store. After gradua-
tion, she plans to move to Pittsburgh
and pursue a career in Pharmaceutical Sales.
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Executive
Summary
CAMPA2IG0N15
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Overview:
West Virginia University consists of two separate campuses, Downtown and Evansdale.
Unlike the Downtown campus, Evansdale campus is not designed around an iconic build-
ing or “center” of campus. Evansdale Crossing is the answer to addressing student and
community needs on the Evansdale campus and creating a hub of activity. The Crossing
is a new student-centered facility that will serve two major functions. First, it will create a
sense of community on the Evansdale campus. The building will offer amenities like: a
two-story Barnes & Noble, Student Services, Reed College of Media Innovation Lab, a
Marketplace and a rooftop bar and lounge. Secondly, the Crossing will act as a “con-
nector” building which is intended to increase the walkability of Evansdale campus. The
Evansdale Crossing building is directly connected to the Personal Rapid Transportation
system (PRT) and offers indoor elevators and stairs in order to reduce on campus traffic.
The Crossing is located in the heart of campus making it virtually within walking dis-
tance from any point on Evansdale campus.
Research:
Evansdale Crossing is just one of the new additions to the makeover of Evansdale cam-
pus. With so many construction developments going on simultaneously, students and the
community seem uninterested in recent projects. It was vital to bring Evansdale Crossing
to the forefront of discussions surrounding Evansdale campus.
In order to address the lack of awareness surrounding Evansdale Crossing it was vital to
have a strong secondary research plan. We identified three objectives to begin our re-
search:
1) Define the target audience and identify the influencers within each audience
2) Research similar campaigns to draw inspiration to develop our own campaign and
3) Identify and evaluate potential market competitors of Evansdale Crossing.
From our secondary research, we were able to segment our audience into two categories,
students and the community. We were also detailed in researching similar campaigns in-
volving new student-centered facilities and social media campaigns that went viral. This
research inspired us to create an innovative and successful campaign. Through our sec-
ondary research we were also able to identify and evaluate the local market competitors
of Evansdale Crossing.
In order to identify the daily habits of our audience it was necessary to develop a conclu-
sive primary research plan. The following is an outline of the research questions:
1) Identify target audience’s awareness and knowledge levels of the Crossing
2) Determine if social media is an effective channel for communication
3) Conclude the most effective awareness building event
4) Identify effective messaging strategies
To test our research questions we used quantitative and qualitative methods. Three focus
groups were held and 25 in-depth interviews were conducted. The focus groups consisted
of one focus group with undergraduate students that have majors located on Evansdale
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campus and two focus groups with Reed College of Media students. We conducted in-
depth interviews with Evansdale faculty/staff, graduate students, student influencers, and
major employers in the area. Information was collected surrounding the opinions and per-
ceptions of on-campus gathering places, on and off-campus dining options, social media
and general knowledge of Evansdale Crossing. With this information and our previous
secondary research, we were able to effectively progress toward executing our main goals
and objectives.
Planning:
From our research we identified key elements that our audiences seemed to show the
highest levels of interest in. It was vital to include a preview of these elements at an event
before the official grand opening. We worked closely with University Relations to design
promotional items like invitations, banners, business cards and a virtual reality tour.
These items were used to meet our objectives. The objectives are the following:
1) Increase awareness among audiences
2) Build a following on Twitter
Our team determined that the best way to build awareness and excitement prior to the
completion of Evansdale Crossing was to plan a sneak peek event. This event was invite-
only so that we could reach out to key influencers within each of our audiences.
Execution:
The sneak peek event was held on the Evansdale campus near the Crossing construction
site. We kicked off the event with having four honored guests speak about the Crossing.
Each speaker discussed a different aspect and each touched on the key messages we had
provided. Following the speakers, we opened the event up to allow guests to preview a
virtual reality tour via Google Cardboard boxes and a watch a reality tour of the soon-to-
be completed building. There were also food samples from the Fresh Hospitality restau-
rants that will be featured in the Marketplace. To conclude the event, we invited guests to
join a team member on a perimeter tour of the Crossing.
Evaluation:
To evaluate the success of our campaign our team analyzed each objective via different
criteria. In order to evaluate if we increased awareness of Evansdale Crossing by 20% we
measured the results from a pre and post survey. To measure the success of our sneak
peek event we counted the number of people in attendance. Finally, to measure the suc-
cess of our social media campaign we counted the number of followers and analyzed lev-
els of engagement.
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CAMPA2IG0N15
Background
Current Situation
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BACKGROUND AND COMPOSITION
The Mountaineer nation prides itself on carrying a tradition as a family united, but for so
long the West Virginia University campus has been divided. In its current state the cam-
pus stands as two separate entities, Downtown and Evansdale. Evansdale campus was de-
veloped in the 1950s and 60s which plays a major role in the different atmosphere com-
pared to the Downtown campus which was developed in the late 19 and early 20 century.
Another main difference is how the two campuses were planned. Downtown campus was
planned and designed to surround the Mountainlair, which acts as the current hub of all
student-centered activity. Evansdale campus on the other hand has a lack of a “sense of
place” and has no real look of a cohesive campus.
Evansdale Crossing is the answer to defining the “hub” of Evansdale campus. The Cross-
ing is the start of a strategic makeover that will set the standards for the rest of campus
that is designed to incorporate the red brick which is used in all Downtown campus build-
ings. The Crossing has the potential to become an iconic building for Evansdale campus
and uniquely will connect the Creative Arts Center down to the dorms.
Evansdale Crossing, which will serve as a “connector” building, is currently under con-
struction and anticipated to be completed in spring 2016. The building is projected to be
approximately 100,668 gross square feet. The Crossing offers students two classrooms,
food services, Barnes & Noble, Student Services and the Reed College of Media Innova-
tion Center.
The Crossing is unique in its ability to act as a one-stop-shop, benefiting the students and
the community. Another feature of the Crossing is the connecting bridge to the Personal
Rapid Transportation (PRT) station. This station gets approximately 4,000 students a day.
The PRT is the easiest way for students to travel cross-campus and in doing so will re-
duce on-campus traffic. For those that prefer to drive, there will be 70 short-term parking
spaces available.
Evansdale Crossing creates a space to eat, study and hangout while on campus. Through-
out the many buildings on Evansdale campus, you will find a variety of food options. The
downfall to this current situation is that if you are unfamiliar with Evansdale campus, it
may be hard to find these restaurants and even harder to find a place to sit. A few of these
locations include: DaVinci’s in the Evansdale Library, The Greenhouse: An EatWell
Café in Student Health, and Brew-n-Gold in Towers.
The common concept of these food options is the grab-n-go aspect. All of the available
food options stretch across the Evansdale campus. Evansdale Crossing’s environment in-
vites people to come and enjoy a meal with friends while enjoying a variety of food in the
Marketplace. The Marketplace is also a grab-n-go food option with ample seating to ac-
commodate a constant flow of students throughout the day. If students and the commu-
nity are looking for more of a “come and hangout” space they can enjoy the amenities of
the fifth floor. The fifth floor houses the Juice Bar and Octane Lounge. The Octane
Lounge offers coffee, wine, beer and uniquely a private “roasting” room to try a variety
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of coffee beans. The lounge will be open until 11:00 p.m., allowing the enjoyment of a
new dining and beverage destination.
The Crossing resembles the Downtown campus Mountainlair (student union) in numer-
ous ways. Aside from the food services similarities, the building accommodates to stu-
dents as a gathering place. Round tables throughout function as formal and informal
meeting places. This is a great feature for not only students but faculty as well. Lounge
areas located on every floor can be utilized to serve as a semi-private resting area for
downtime on campus. The open-environment concept was designed to draw faculty and
students out of their offices and hallways and into the space, as well as giving local em-
ployers a lunch break destination.
RELATIVE PUBLICS Evansdale Crossing is a reflection of WVU’s commitment to providing the best experi-
ence for students and the community. For this reason, we identified that the Crossing has
two publics which are then categorized into subsets. The first and primary audience are
the students. This public is categorized into two subsets, students taking classes on Ev-
ansdale and those who live on Evansdale campus.
It is important to segment this public into two subsets because of the vast differences in
characteristics. A similarity we have discovered is that most students are taking ad-
vantage of traveling by PRT which will be directly connected to the building. The Cross-
ing will also be added to the Evansdale campus bus route giving students easy access to
the building.
The secondary public is the community. This public is also broken down into two sub-
sets, faculty/staff and community members. Faculty/staff members will have offices and
the ability to schedule classes in this building and take full advantage of the Marketplace
and lounge areas.
The community members’ subset is identified as; three local employers, Rec Center visi-
tors, city representatives and the Evansdale Neighborhood Association. These categories
were chosen because of the higher levels of interest in community improvements, more
inclined to have longer lunch breaks and a higher income to accommodate healthier eat-
ing habits.
First, we will evaluate students who attend class on Evansdale campus. There are four
main colleges that are located on Evansdale campus who may frequently use the PRT.
These students are generally taking classes in their major fields, as most of the General
Education Curriculum (GEC) classes are offered on the Downtown campus.
Along with this segment of our student audience, we can include graduate students. Grad-
uate students are more inclined to longer visits on campus and more comfortable with the
higher prices of eating healthy as well as inhabiting the lounge for studying and drinking
purposes.
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Second, we will evaluate students who live on Evansdale campus. There are two main
university housing options available to students on Evansdale campus. The first and new-
est is Lincoln Hall. The second dorm is the Evansdale Residential Complex (ERC) also
known as Towers. Most students that live in these dorms are freshman, but other resi-
dents such as resident assistants (RA) are trained upperclassmen and graduate students.
Most freshman will be frequently traveling to both campuses as they will have GEC’s on
downtown campus and must travel via PRT or bus to get there. Our group chose to ana-
lyze this demographic because the Marketplace will provide students a variety of new
food options under meal plan.
West Virginia University’s faculty/staff and the surrounding community benefit from the
Crossing in different ways compared to the students. Faculty/staff will be flowing in and
out of the building all day. The option to order from the kiosk or directly from the
smartphone app, will make it easier than ever to grab coffee or lunch before, after and be-
tween classes. This will give faculty/staff the freedom to enjoy dining options on-the-go
or in the space they choose.
We chose to review the community as part of our relative publics because of the proxim-
ity to several offices, retail options, etc. in the area. This subset includes three major em-
ployers; NIOSH, Ruby Memorial Hospital and Mylan Pharmaceuticals. Also included in
this subset are Rec Center visitors, city representatives and the Evansdale Neighborhood
Association.
For the community, the Crossing will be an ideal place to go for a lunch break. After a
long day at work one can order a meal from their smartphone and pick it up on the way
home for take-out for the whole family to enjoy.
We included Rec Center visitors because the Crossing’s Marketplace will offer the clos-
est and healthiest food options for post-workout meals. It was very important to include
the city representatives and Evansdale Neighborhood Association as well because they
are more likely to be involved in what is going on in their community and the proximity
to the Crossing will have a major impact on their neighborhood.
COMPETITIVE FRAME In the local market, Evansdale Crossing is one of five public-private partnerships that the
University has taken on. The other projects are three housing and retail complexes, and a
new ballpark complex.
WVU has partnered with the Monongalia County to construct the new baseball stadium
located in Granville. The complex opened April 10, 2015.
University Place, which is located on the downtown campus, is available to lease for stu-
dents in their sophomore year or above, undergraduate, graduate, professional, veteran,
and international students. The residents have access to on-site grocery and retail busi-
nesses.
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College Park is also a housing complex that is located near the downtown campus. It of-
fers one, two, three and four bedroom apartment options available for lease to students.
This housing option is available to undergraduate, graduate, and professional students.
Also available to students with families, and faculty and staff.
University Park is a housing and retail complex. This complex is located on the Evans-
dale campus. University Park began accepting leases for fall 2015. This was the newest
of the university owned apartment complexes and will continue to meet the needs of a di-
verse student population. This new complex holds four fully furnished study rooms avail-
able to residents. University Park is in direct competition due to its proximity and similar
amenities to the Crossing.
In addition to the public-private partnership buildings, Evansdale campus has also under-
gone a transformation. One of the other major projects currently going on is the Agricul-
tural Sciences Building. This is a new building for the Davis College of Agriculture, Nat-
ural Resources and Design, and it will include 73,000 square feet of offices and class-
rooms as well as 55,000 square feet of laboratory and research space. This building is lo-
cated near the center of the campus, so students have walked past this building in all
phases of construction. Although this will offer many services and learning opportunities
for students, it will not take away from the Evansdale Crossing.
Another building that is under construction is the Advanced Engineering Research Build-
ing. This is another project to increase classrooms and laboratory spaces. It will add
60,000 square feet and will also include graduate student space.
The Crossing is a great addition and has the ability to provide a new icon of the Evans-
dale campus.
CURRENT POSITION So far, the media has not informed WVU students or the community too much about Ev-
ansdale Crossing. The few people who do know about it, can find information on WVU
construction web pages, however most people, even students, are not aware of this.
The Evansdale campus is undergoing numerous upgrades and with construction going on
everywhere, the community seems to be immune to the constant construction. Students,
staff and the surrounding community should be excited for this soon-to-be student-cen-
tered facility, as this will create a new hub on the Evansdale campus.
WVU construction is active in disseminating information to the West Virginia commu-
nity about all of the recent developments. Their website has included updates about this
project, as well as the rest of the Evansdale campus renovations. They have posted sev-
eral pictures of the current state of construction and renderings of the finished buildings.
On this website, there is a tab that links to an unofficial Evansdale Crossing’s web page.
This shows a picture of present-day progress, a preview of what it will look like com-
pleted and a map of the area. This allows people to understand the plan for the campus.
There is a small article attached to the pictures, slightly describing what is going on. On
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their “News” section, they also included one article from the WVU student newspaper,
the Daily Athenaeum, and two articles from The Dominion Post. The articles do not offer
a lot of information and are not easy to find, which is limiting those interested to learn
more about the building.
The WVU construction also has a Facebook and Twitter page, which has only 10 posts
on updates of Evansdale Crossing. The Facebook and Twitter are connected, so some of
the content is shared across platforms. Their Facebook cover picture is a drawing of the
future finished Evansdale campus. With over 30,000 students associated with the school,
both social media outlets do not have nearly enough followers. The construction Face-
book page only has 431 ‘likes’ and Twitter account has 1,443 followers.
The Daily Athenaeum, has only posted one article in an attempt to increase student
knowledge of this project. The article included a map of the area, a picture and a brief de-
scription of the building. Some of the facts that were included are; “100,000 square foot
building, will connect the upper and lower parts of the Evansdale campus,” and “new fea-
tures include study spaces, classrooms, financial aid office, Barnes & Noble, fast food
venues and a rooftop restaurant” (Skinner, 2014). Although the DA has released this arti-
cles, it has not reached the attention of the student body.
The Dominion Post, the local paper of Morgantown, W.Va., did not have any articles that
were easy to find on their website. When searched, the only article written about Evans-
dale Crossing was also posted on the WVU construction Facebook page. This means that
the community is not informed about the new and upcoming project that will change Ev-
ansdale campus.
SITUATION ANALYSIS/ SWOT Evansdale Crossing will set the standard for upcoming buildings as part of the makeover
and updates made to Evansdale campus. The amenities that will be made available for
students, faculty and the community will offer something completely new to this side of
campus.
Adding a Barnes & Noble not only gives students easier access to books, but offers dif-
ferent options of WVU clothing options that will satisfy just about any Mountaineer fan.
Within the Marketplace, you are able to enjoy a variety of food selections all in one
place. You no longer have to select a restaurant catering to one person’s needs.
Unfortunately, the building is far from completion and establishing a relationship be-
tween our publics and an unfinished building will be a challenge in itself. However, our
group is establishing many possibilities and opportunities to unite the two.
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Table 1. SWOT Analysis
Strengths Weaknesses Opportunities Threats
Fostering a sense of
community for the Ev-
ansdale campus
Limited parking op-
tions near Evansdale
Crossing
Explore new ways to ex-
cite students from Evans-
dale campus
Community hesitant to
participate in a public-
private partnership
WVU brand and support Parking options avail-
able are decal only Providing the community
and university with healthy
food options
Close resemblance to
the Mountainlair
Gathering place for stu-
dents between classes Construction will not
be completely fin-
ished until December.
Improve the reputation of
the school by providing an
iconic building with
healthy food options
Unpredictability of the
PRT
Accommodates to stu-
dent’s academic needs
with Student Accounts
and Barnes and Noble
Healthy food options
may be priced higher
than students are com-
fortable with spending
Improve relationships be-
tween Public-Private Part-
nerships and the commu-
nity
Winter weather may
play a major role in
moving forward with
construction
Accommodates to com-
munity needs with the
Marketplace
No printing services This campaign can be used
as an example for other
campuses trying to create
two student unions on one
campus
Competitor restaurants
with lower prices and
open longer
Accommodates to staff
needs with new offices
eat eating options
Improve students’ attitudes
about the separate cam-
puses
Open parking at com-
petitor locations
Location is prime for
high levels of activity
throughout the day (lo-
cated directly off PRT)
Great place to hold
events like Mountaineer
Week
Proximity to dorms and
classes
Offers innovative tech-
nology throughout the
building
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CORE PROBLEMS/ OPPORTUNITY After analyzing our background research, we discovered some core problems that Evans-
dale Crossing may face with anticipation for its grand opening. However, these chal-
lenges give great opportunity for this building to not only be successful, but also bring the
West Virginia University community together for many years to come.
The entire Evansdale campus has under-gone a complete renovation to update and ex-
pand the campus. The University does not see each building as competing for popularity
or usage, but as working together to provide the Evansdale campus with opportunities to
grow. The Evansdale Crossing is the key to piecing together the upper and lower parts of
the campus.
The biggest challenge facing Evansdale Crossing is being able to reach their primary tar-
get audience in a way that the messaging resonates with the students. The current media
releases are not necessarily being placed in channels that students will be viewing regu-
larly. Students need to be informed of the amenities the Crossing has to offer and how it
can make their lives easier on the Evansdale campus. Although we are unsure of how this
messaging will resonate with our audience, secondary and primary research should help
aide us in finding the answer.
Another problem that we envision is holding the interest of the student and community
population. Since the building is still in production and not projected to being done until
November, it is vital for success to build enough interest among the target audiences well
before official opening so that the students are still enticed come spring semester.
Another setback that Evansdale Crossing might face is the community’s apprehension
about public-private partnerships. It will be our duty on behalf of the Evansdale Crossing
to mitigate any issues and inform the community of the positive impact this building will
have on the university and Morgantown residents. Many of the issues begin with the mis-
conception that tuition dollars are being spent to fund these ventures. Our team sees this
problem as an opportunity to initiate news and press releases related to the issues the
community may have. Although we cannot be certain of all the problems that the com-
munity has towards public-private partnerships, we will use secondary research to locate
community influencers as well as primary research to conduct in-depth interviews to indi-
cate some of those issues.
VISION Mountaineers are pioneering, passionate, innovative and caring. After our client meeting
these are some of the exact words we want to brand with Evansdale Crossing.
To accomplish our goal of successfully building awareness for the Crossing, we need to
focus on creating buzz and events leading up to the grand opening. The better we position
our messages with our audience, the more successful we will be at promoting Evansdale
Crossing.
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One of the visions we have is to get students and the community involved and excited
about the opening of Evansdale Crossing. We plan to do this in a number of ways. First,
we want to increase the knowledge of the actual building and the amenities it has to offer.
In order to do this, we must create interesting content and expand to channels in which
our target audience has a strong presence. For instance, this may include Facebook, Twit-
ter, Instagram and Snapchat. All of these social media channels are visual based and can
show the true story of the progression of the Crossing being built. We see this as an op-
portunity to build a following and awareness level by promoting any news and updates
via social media. One of the ways to get students to follow such account is to hold a so-
cial media contest with giveaways. Prizes for the giveaways will include WVU gear.
Another idea we have is to host an event well before the initial opening of Evansdale
Crossing. This event will be an exclusive sneak peek of the amenities going into the
building and a chance to listen to the people who made this building possible. The event
will be geared towards influencers who we believe will be able to spread the word and
get people talking about the Crossing. At the event, we also are looking into doing some
kind of local coffee tasting and competition. The idea behind the tasting is to engage the
Mountaineer family in creating an official “Mountaineer Blend”. This will ease the tran-
sition of a new coffee shop competing with local favorite spots to enjoy the official
“Mountaineer Blend”.
Taken from our inspiration from other campaigns, we thought it would be an awesome
idea to have a virtual reality tour of the Evansdale Crossing. To add our own creative spin
on this idea we are looking to make this video viewable through Google Cardboard
Boxes. The choice to execute a virtual reality tour is the best option right now with the
current state of construction. This video will allow viewers to feel as if they are in the
building without actually physically being in the space. The tour will show off the new
building and views that students and the community have to look forward to.
Our overall goal is to build awareness and excitement among our internal and external
audiences. To execute this, we must identify what excites our audiences most and how to
keep their attention until the grand opening of Evansdale Crossing. We suggest to do this
by drawing attention to an official Evansdale Crossing website. Students and the commu-
nity will seek this outlet to stay updated on any news related to the Crossing. The website
is important and essential because we are able to post more detailed content. This will al-
low audiences to have access to more information related to the Crossing. The website is
also an alternate source of information for those who may not be active on social media.
We believe that this will start to build momentum leading up to the grand opening of Ev-
ansdale Crossing.
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Secondary Research
CAMPA2IG0N15
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STATEMENT OF THE SECONDARY RESEARCH
OBJECTIVE Based on secondary research, the team was able to discover three objectives for Evans-
dale Crossing. The main objective is to understand how other universities promoted their
student centered facilities. The second objective is to understand and define the primary
and secondary target audiences and within those target audiences conclude who the main
influencers are. The third objective is to determine who the main competitors of the Ev-
ansdale Crossing are. The primary target audience are students enrolled in the Reed Col-
lege of Media, Benjamin M. Statler College of Engineering and Mineral Resources, Col-
lege of Education and Human Services, Davis College of Agriculture, Natural Resources
and Design, College of Creative Arts, College of Physical Activity and Sport Sciences
(CPASS), and students living in Towers. The secondary target audience is the commu-
nity. By community, we mean faculty and staff and the major employers that are in close
proximity of Evansdale Crossing.
SOURCES OF INFORMATION AND METHOD In order to design, develop and execute a creative campaign, our team found a significant
amount of sources as inspiration. We researched relative successful campaigns that our
community and other universities have executed.
West Virginia University owns 11 residence halls and offers leasing options in two addi-
tional halls. These complexes reside on both the Evansdale and Downtown campus. For
the purpose of this secondary research, we are focusing on the Evansdale residence halls
because of its proximity to Evansdale Crossing. These are Lincoln Hall, Brooke, Braxton,
Bennett, and Lyon Towers.
There are five colleges located on Evansdale Campus. The colleges are Benjamin M. Stat-
ler College of Engineering and Mineral Resources, Davis College of Agriculture, Natural
Resources, Design and College of Education and Human Services, College of Physical
Activity and Sport Sciences, and College of Creative Arts. Since there is an entire floor
dedicated to the Reed College of Media, we included these students in our primary audi-
ence.
Evansdale Crossing has several competitors in the area. This building is not just going to
be for students to use but also for the local community. However, students will be the main
target audience for this building due to its close proximity to student housing, the PRT and
academic buildings.
The restaurants will feature healthier options inspired by popular chefs. There will also be
a restaurant on the fifth floor of the building that will serve alcoholic beverages. All of the
food vendors going into Evansdale Crossing are mobile friendly. By mobile friendly, we
mean that all of the vendors are active on many social media platforms and are familiar
with the growing need for technology.
24
The Octane Lounge is the restaurant that will be located on the roof top that will have a
separate app to order food from. Little Donkey also offers an app to order food from. This
restaurant will be on the first floor and will serve Mexican food. There will be a multi-
touch screen that displays all of the restaurant menus and the PRT schedule. This will bring
a modernized aspect to Evansdale Crossing. Evansdale Crossing’s theme is modernized
because of numerous new technological aspects featured in the building that cannot be seen
anywhere else on campus.
FINDINGS Target Audience Dorms
As mentioned before, West Virginia University owns 11 residence halls and offers leas-
ing options in two additional halls. These complexes reside on both the Evansdale and
Downtown campuses. The Evansdale campus has the Evansdale Residential Complex
(ERC), which includes Lincoln Hall, Bennett, Braxton, Brooke, and Lyon Towers. Each
hall has its own character and many different amenities.
Dorm Descriptions
Bennett-There are four halls that make up the ERC, one being Bennett Tower. This
tower is named after Thomas Bennett, a former WVU student who was killed while serv-
ing in the Vietnam War. He then received the Medal of Honor for his bravery. The
unique motto of this hall is “primus inter pares” which means “first among equals”. This
relates to the hall because Bennett was the first of the four interconnected halls.
Bennett Tower is filled with over 450 students spread out throughout nine floors of sin-
gle, double and triple rooms. Each floor is equipped with two community bathrooms,
laundry facilities and a lounge area. Each hall in the ERC is geared towards specific
themes. In Bennett hall, they emphasize developing the mind, body, and spirit and en-
courage community. The entire ninth floor is designed to cater to students interested in
creative arts, specifically Art and Design, Music, and Theatre and Dance.
Braxton-Braxton Tower is also a part of the ERC. This hall offers the same room and
community amenities that the other halls all have. Braxton Tower is named after humani-
tarian Jim Braxton and aims to provide students with ample service opportunities as well
as planning trips and visits to various places like New York City and Washington D.C.
for sporting events.
The unique feature of this hall is its focus on academic and social ties to the College of
Engineering. This hall’s theme is a vision of the RFL’s, Dr. Robin and Peter Hensel. Res-
idents are given the opportunity to work very closely with faculty to help them focus and
improve their academics. They also are provided with educationally-rich, interactive pro-
gramming to help enhance learning experiences.
Brooke-Brooke Tower is named after honorary Charles Frederick Tucker Brooke, who
was West Virginia University’s first Rhode Scholar. He was also the first to study at Ox-
ford University in England. Brooke Towers focus is on their academic partnership with
25
the WVU School of Medicine and The College of Business of Economics. Under the su-
pervision of RFL’s Tim and Lori Pearson, students are able to work closely with faculty
in these fields.
Lyon-Lyon Towers is named after West Virginia University’s first female graduate Har-
riot Lyon. This dorm offers the same amenities as the other halls that are part of the ERC.
RFL, Dr. Cynthia Bess and RHC, Ms. Brooke Zygmund, focus on providing a hall that
empowers students through engagement and true community.
Colleges
College Academic
Buildings
Majors offered
College of Ed-
ucation and
Human Ser-
vices
Percival
Hall
Allen Hall
Child Development and Family Studies
Elementary Education
MDS-Education/Human Services
Secondary Education
Speech Pathology and Audiology
Benjamin M.
Statler College
of Engineering
and Mineral
Resources
Engineering
Sciences
Engineering
Mineral Re-
sources
Aerospace Engineering
Biomedical Engineering
Biometric Systems
Chemical Engineering
Civil Engineering
Computer Engineering
Computer Forensics
Computer Science
Electrical Engineering
Engineering
Safety Management
Software Engineering
Industrial Engineering
Industrial Hygiene
Information Assurance and Biomet-
rics
Interactive Technologies and Seri-
ous Gaming
Mechanical Engineering
Mining Engineering
Occupational Safety and Health
Petroleum and Natural Gas Engi-
neering
Reed College
of Media
Martin Hall Strategic Communications- Public Relations and Advertising
Journalism
Multidisciplinary Studies
College of
Creative Arts
Creative
Arts Center
Acting
Art Education
Art History
Ceramics
Dance
Graphic Design
Intermedia/Photography
Multidisciplinary Studies
Music Composition
Music Education
Music Performance: Instrumental
Music Performance: Jazz Studies
Music Performance: Piano
Music Performance: Voice
Music Performance: Woodwinds
Musical Theatre
Painting
Photography
Printmaking
Puppetry and Creative Drama
Sculpture
Theatre Design and Technology
College of
Physical Ac-
tivity and
Sport Sciences
CPASS Athletic Coaching Education
Athletic Training
Physical Education
Sport and Exercise Psychology Sport Management
Teacher Education
26
The Reed College of Media will be expanding to the Evansdale campus when Evansdale
Crossing is opened in the fall. An entire floor will be offered to Reed College of Media
students. It will include another Innovation Center as well as new technological devices
and a Creation Center. There are 4,000 students enrolled, including nearly 700 graduate
students in the Benjamin M. Statler College of Engineering and Mineral Resources.
There are also 1,762 undergraduate and 259 graduate students enrolled in Davis College
of Agriculture, Natural Resources, and Design.
Employers in Morgantown
Company
Name
Location Location
Type
Sales (mil-
lions)
Employees Contact In-
formation
Mylan Phar-
maceuticals
Inc.
Morgantown
WV United
States
Headquar-
ters
1,240.90M 7,500 1-304-599-
2595
West Virginia
University
Hospitals, Inc.
Morgantown
WV United
States
Headquar-
ters
703.70M 6,267 +1-304-598-
4000
West Virginia
University
Hospitals, Inc.
Morgantown
WV United
States
Branch 548.11M 8,0620,000 +1-304-598-
4355
West Virginia
University
Morgantown
WV United
States
Headquar-
ters
516.90M 6,245 +1-304-293-
2545
Gabriel Broth-
ers, Inc.
Morgantown
WV United
States
Headquar-
ters
295.60M 3,500 +1-304-292-
6965
This chart shows the top five employers in Morgantown. Out of these five, two are close
to Evansdale Crossing. Ruby and Mylan are located very close to Evansdale Crossing.
We also included Niosh as one of the employers we will target for the community be-
cause of the proximity to Evansdale Crossing.
27
The secondary audience is early to mid-career professionals ages 24-44. Statistics from the
U.S. Census Bureau suggests that mid-career professionals consist of about 49.5% of the
entire population in Morgantown. These professionals are doctors, realtors, professors, in-
surance agents, lawyers and bankers. With the monetary status that comes with their pro-
fessions, the audience doesn’t mind paying for their own drinks and food. Since 31% of
the entire population of Morgantown, which is 29,660 as of the 2010 census, is married,
and 41% of the entire population has children under the age of 18. This seems like a decent
way to position ourselves into getting the community involved with Evansdale Crossing.
With the percentages under 50%, this means we can expect more single people or groups
of singles attending Evansdale Crossing. There is still a huge opportunity because a little
under half of Morgantown’s population is professionals ages 24-44.
Main Influencers Dorms
• Resident Faculty Leaders (RFL’s)
o In charge of planning social events
o Provide support and guidance
• Resident Hall Coordinators (RHC)
o Supervises RA’s
o Make sure quality of life and needs are met
o Keep building quiet when it is supposed to be
• Resident Assistant
o Students who are trained to help manage the floor
o Works closely with hall residents
• Night Staff
o In charge of responding to policy violations and emergency situations
o Check identification, staff main desk and walk around.
• Residence Hall Association (RHA) [email protected]
o Student run organization helping to build the WVU experience
o Listen to suggestions and concerns to providing the best experience
o Meet weekly at 7:30 pm in Hatfield’s
o Twitter: @WVU_RHA!
o Phone reminders: Text 81010 and send @wvurha2015 for updates.
o Current meetings scheduled for February 16th, March 2nd and 16th, and
April 6th and 20th.
28
• Officers:
o President: Deonna Gandy—[email protected]
o Vice President: Alexandra Arnold—[email protected]
o Secretary: Tiffany Newland –[email protected]
o Treasurer: Irene Darkwaah— [email protected]
o National Communications Coordinator: Zela Wyrosdick—zswy-
• Advisors: Liason between the RHA and the Residential Education Department
o Heidi Muller (Summit)
o Jeremiah Kibler (Honors)
• Bennett Towers:
o RFL: Dr. David Bess: [email protected] 304-293-2837
o RHC: Johnny Kocher: [email protected] 304-293-5037
• Braxton Towers:
o RFL: Dr. Robin Hensel: [email protected] 304-293-6011
o RHC: Hellen Nditisi: [email protected] 304-293-6948
• Brooke Towers:
o RFL: Robin Jones: [email protected] 304-293-7082
o RHC: Zachary Tardiff: [email protected] 304-293-7212
• Lyon Towers:
o RFL: Dr. Cynthia Bess: [email protected] 304-293-
8342
o RHC: Tiffany Hughes: [email protected] 304-293-9185
• Lincoln Hall:
o RFL: Dr. Ted Vehse: [email protected] 304-293-8335
o RHC: Justin Ellis: [email protected] 304-293-8115
o Live and Learn Community Specialist: Buffy Vehse:
[email protected] 304-293-8335
Student Organizations
Benjamin M. Statler College of Engineering and Mineral Resources
• American Society of Civil Engineers
• Alpha Omega Epsilon
29
• Alpha Pi Mu
• American Institute of Aeronautics and Astronautics
• American Society of Civil Engineers
President: Elizabeth Bashiti
Vice President: Marcus Spina
C Outreach Coordinator: Erica Keller
Advisor- Jennifer Weidhaas: [email protected]
• Association for Computing Machinery
• Chemical Engineering Graduate Student Organization
• Cyber WVU
• Institute of Electrical and Electronics Engineers (IEEE)
• Institute of Industrial Engineers
• National Society of Black Engineers (NSBE)
• Sigma Phi Delta
• Society for Biological Engineering
• Society of Exploration Geophysicists
• Society of Hispanic Professional Engineers
• Society of Mining, Metallurgy Exploration (WVU Student Chapter)
• Society of Petroleum Engineers
• Society Of Women Engineers
• SPACE - Student Partnership for the Advancement of Cosmic Exploration
• Structural Engineering Institute Graduate Student Chapter
• Student Society for the Advancement of Biometrics (SSAB)
• Tau Beta Pi
• WVU American Association of Petroleum Geologists (AAPG)
• WVU Chapter of the International Society of Explosives Engineers
• WVU Experimental Rocketry
• WVU Materials Advantage Chapter
• WVU Mine Rescue Team
• WVU Robotics Club
• WVU Solar House
• WVU Student Chapter of SAMPE
• WVU Student Section of the AADE
Davis College of Agriculture, Natural Resources, and Design
• American Society of Interior Designers
President: Corie Posey: [email protected]
Vice President: Madelynn Elkins
Secretary: Samantha Shaibani
Treasurer: Kathryn Kinnick
• Animal and Nutritional Sciences Graduate Student Association
• Block & Bridle
• Energy Land Management Association
• Fashion Business Association
30
• Food Science Club
• Forest Product Society
• Graduate Resource Economics Club
• Minorities in Agriculture, Natural Resources and Related Sciences
• Professional Parks & Recreation Society
• Sigma Alpha
• Society of American Foresters
• Society of Environmental Professionals
• Student Association of Nutrition and Dietetics (SAND)
• Student Society of Landscape Architects (SSLA)
• US Green Building Council (USGBC) Students – WVU
• WVU Chapter of Society for Conservation Biology
• WVU Chapter of the Wildlife Society
• WVU Collegiate Horsemen's Association
• WVU Dairy Science Club
• WVU Horticulture Club
• WVU Livestock Judging Team
• WVU Plant and Soil Science Club
• WVU Student Chapter of the American Fisheries Society
• WVU Student Society of Arboriculture & Urban Forestry
College of Education and Human Services
• National Student Speech-Language-Hearing Association (NSSLHA)
President: Samantha Kerwood,
Vice President: Catherine Taverna
Social Chair: Kristen Mack
Advisor: Leslie C. Graebe: [email protected]
• Education Student Governance Association
President: Caleb Alvarez
Vice President: Liz Gulick
Social Media Correspondent: Jennifer Lindsay
• Autism Speaks U at West Virginia University
• Education Student Governance Association
• National Council of Teachers of English
31
• National Student Speech-Language and Hearing Association of WVU (NSSLHA)
• Student to Student
Reed College of Media
• Martin Hall Agency
Academic Advisor- David Howell- [email protected]
• Public Relations Student Society of America
President: Valerie Bennett: [email protected]
Vice President of External Relations: Max Bayer
Social Engagement Director: Tyler Le
• Radio Television Digital News Association RTDNA Faculty Advisor: Emily Corio: [email protected]
• AAF President: Christoper Adeigbo: [email protected]
Vice President: Rebecca Klado: [email protected]
Secretary: Antionette Yelenic: [email protected]
Advisor: Catherine Mezera: [email protected]
Student Government: [email protected]
College of Creative Arts
• Kappa Kappa Psi
• Kazoo Corps
• Mountaineer Musicology Community
• Music Teachers National Association WVU Student Chapter
• Orchesis Student Dance Association
• Phi Mu Alpha Sinfonia
• Pre-Service Division of the National Art Education Association
• Sigma Alpha Iota
• Society of Collegiate Choral Scholars Chapter of the American Choral Directors
Association
• Theatre Student Organization
• West Virginia Low Brass Club
• West Virginia University Symphony Orchestra
• WVU Art Movement
• WVU Clay Club
• WVU Film Club
• WVU Flute Club
• WVU Horn Club
32
• WVU Oboe Club • WVU Official Anime, Cosplay and Asian Entertainment Club
College of Physical Activity and Sport Sciences
• CATS Club • Sport and Exercise Psychology Graduate Student Club • Sport and Exercise Psychology Undergraduate Club • Sport Management Graduate Students of WVU • WVU Athletic Trainers Association • WVU Sport Management Club
Inspiration Student centered facilities and Events In the fall of 2014, Coastal Carolina University promoted its student-centered facility ex-
pansion through a virtual hardhat tour posted on YouTube, their collegiate website and
Pinterest. The virtual tour highlighted the public art on display and the grand opening of
Chick-fil-A in the Cino Grill. Coastal Carolina implemented a simple and creative plan in
order to reach their students by making a professor at the University host Coastal Now.
This was a tactic to spread awareness through the professor because she was an active in-
fluencer on that campus. This campaign inspires our team to possibly include main influ-
encers in the upcoming campaign which would farther our success in our campaign.
Figure 1: Coastal Carolina University’s campaign promoting its student expansion
Similar to Evansdale Crossing, Rutgers University expanded their Livingston campus
features to the Plaza. The Plaza is a new development where students can come together
33
to meet, relax, attend events, see a movie, shop or have a meal or coffee. The Plaza at
Livingston Campus includes Starbucks, Qdoba, Rutgers Cinema, Kilmer’s Market, Rut-
gers Tech Store, Etoile Nails & Spa, Hoja Asian Fusion, 16 Handles and Henry’s Diner.
The Plaza was promoted through social media platforms.
Rutgers Today reported that Henry’s Diner was created due to a campus survey. In the
survey, Rutgers students where asked what they wanted at the University. A diner was
the top pick. Before the diner’s grand opening, students were able to walk in and taste
samples while chefs were creating the menu.
The Plaza has its own website and mobile site, where students can view student infor-
mation, hours of operations, special events, maps, submit comments or reserve outdoor
space. As shown in Figure 2, the website features a parking map, which is something to
consider for our campaign.
Figure 2: This figure shows how Rugters made it very accessible for students to go to the
Plaza.
Social Media
West Virginia University Marketing students demonstrated the power of social media
awareness through its #RespectfulMountianeer campaign. In response to the weekend
disturbance after the victory against Baylor in the fall of 2014, the students led a social
media awareness campaign and developed the hash tag #RespectfulMountaineer. In two
days, the hashtag was used more than 1,500 times and reached 500,000 people. These re-
sults inspired our team to target our audiences using various social media platforms. Our
fellow Mountaineers taught our team that social media is a powerful tool that can be used
to interact and inform a desired audience.
34
The Plaza was present on social media platforms such as Facebook, Twitter and Insta-
gram, which updates students on the latest events, deals, movie showings, etc. The Plaza
has 111 likes on Facebook, 155 followers on Twitter and 16 followers on Instagram.
Even though their social media presence wasn’t as beneficial, our group can use The
Plaza social media campaign as inspiration to create more creative content that can be
highlighted on social media platforms to spread awareness to students and the commu-
nity. As shown in Figure 3, The Plaza uses its social media platforms to build buzz by
motivating students to partake in contests.
Figure 3: This flier shows how social media was used to build buzz
As a means to build buzz among WVU students, Sheetz, located in University Place, has
its Coffee Truck as shown in Figure 4. In February 2015, the truck made numerous rounds
on campus offering free samples.
35
Figure 4 is an example of how Sheetz used a coffee truck as a promotional tool.
In preparation of their grand opening, Sheetz also offered WVU students the opportunity
to win up to $10,000 in tuition and books. Students had up to four chances to win from
Feb. 16-27 by taking four separate photographs, two per week, in front of a backdrop at
the Mountainlair or the Sheetz Coffee truck. The students also had to tweet the picture to
@WVUPlaceSheetz with the hashtag #SheetzFreeRideSweeps as shown in Figure 5.
Sheetz at University Place, began its Twitter account February 9. Within two weeks, the
account reached 521 followers.
36
Figure 5 shows how Sheetz incorporated social media into their campaign.
In 2007, The Ohio State University demolished their student centered facility to rebuild a
new and innovative structure. In 2010, the Ohio Union emerged. They promoted this new
student centered facility through Instagram, Twitter, YouTube, and Facebook accounts
using various hashtags. The Ohio Union’s Twitter account has over 5,100 tweets and
over 12,500 followers as shown in Figure 6.
Their Twitter account started a tour for the new building using the hashtag #OhioUn-
ionTour as shown in Figure 7. Using this hashtag, the account showed viewers the differ-
ent rooms available in the building, as well as some of the history behind some of the de-
sign decisions. This hashtag was used 35 times by the account. This encourages our team
to take a similar approach to take Mountaineers on a tour of Evansdale Crossing from
construction to completion. This is an opportunity to demonstrate Evansdale Crossing’s
design choices, like using bricks similar to the ones located on the downtown campus,
which is meant to unite the two campuses.
37
The Ohio Union also has an Instagram account. They have over 900 posts and over 3,600
followers as shown in Figure 8. The account posts pictures of events that are taking place
in the union, suggestions of study areas, general building pictures and reposts from other
Ohio State University Instagram accounts. The account also does photo challenges which
allows students to win “BuckID Cash” that can be used in the student-centered facility.
This strategy offers insight into the types of posts that could be successful in a similar
student-centered facility.
Snapchat is an emerging app that companies are using to create buzz and excitement
around up-and-coming events. The NBA used Snapchat’s Story feature to generate
awareness about Kevin Durant’s Most Valuable Player Award. The feed offered viewers
a behind the scene sneak peek of the event. The story encouraged viewers to go to their
website and use the hashtag #KiaMVP as shown in Figure 9. This could be a social me-
dia tactic that the team utilizes to build excitement around events that Evansdale Crossing
might have.
Figure 6 displays the twitter ac-
count for Ohio Union.
Figure 7 shows how Ohio
Union incorporated the
#OhioUnionTour.
Figure 8 shows the Instagram
account for Ohio Union.
38
Figure 9 shows how snap chat used hashtags to create buzz about the NBA MVP, Kevin
Durant.
Competitors Students and Local community
Evansdale Crossing has several competitors in the area due to the coliseum and numerous
restaurants being in close proximity to the building. Although students will benefit the
most from Evansdale Crossing, the local community is encouraged to use the building.
The restaurants that will be going in Evansdale Crossing will consist of an assortment of
options including Mexican, Mediterranean, pizza, and burger joint. The community can
use this whether it is on their lunch break from work or dinner at night. The students will
utilize this building for an in between class snack or dinner with friends. There will be a
restaurant on the fifth floor of the building that will serve alcoholic beverages and will re-
main open until 11:00 p.m. The building will also have a PNC bank within it, which is
accessible to both students and the community.
The Mediterranean restaurant that will be located in Evansdale Crossing will be a Tazi-
kis. The Mexican restaurant going into the building is called Little Donkey Taqueria. The
American aspect of food is a burger and barbeque joint. The restaurant that will be serv-
ing this type of food is called Hughes Baby BBQ. This restaurant is a spin-off of the Mar-
tin’s BBQ Joint which is located in the Suncrest Town Center. Both of these restaurants
are inspired by Chef Pat Martin. The pizza restaurant is going to be called Collo Rosso
Pizza. There will be one sit down restaurant in Evansdale Crossing, located on the fifth
39
floor of the building. It is called the Octane Lounge and will serve coffee all day and al-
coholic drinks in the evening. The Octane Lounge will also have a rooftop area where
you will be able to sit and overlook the city of Morgantown.
Having a bank in Evansdale Crossing is going to be very beneficial for the community as
well as the students. Our group envisions that PNC will be a popular addition to the
building because there is no current bank on the campus. Evansdale Crossing will also
contain a two-story Barnes & Noble bookstore. Student Accounts, Financial Aid, and
Registrar offices will be located in the Crossing. This will allow students to access these
offices on Evansdale campus.
Suncrest Towne Centre is located in Suncrest, approximately 3.67 miles away from Ev-
ansdale Crossing. The message for Suncrest Towne Centre is that you can dine, shop, and
work all in the same place. Their website states that Suncrest Towne Centre is a gathering
place; a place to shop and work, a place to live well and a place to enjoy. As a consumer,
you have countless options as to what you want to do at the Centre. You can dine at vari-
ous restaurants ranging from fast food to sit down restaurants. Whether you are looking
to grocery shop or purchase some stylish clothes, you can do either of these at Suncrest
Towne Centre. There are also several medical facilities like Med Express, Women’s
Health and WVU HealthCare. So for whatever reason you are at the shopping center, you
are assured that you will be guaranteed a free parking space.
Suncrest Towne Centre is a huge competitor to Evansdale Crossing because of the differ-
ent dining options consumers have in one area. The complex is always expanding on the
assortment of options a consumer can have. In the last year, there has been many busi-
nesses that became a part of the Towne Centre. There are so many different types of busi-
nesses for all age groups. This is a place to gather with family and friends. One disad-
vantage for students that do not have transportation is there is no bus stop or PRT stop
close to the Suncrest Towne Centre.
University Towne Centre is located in Granville, WV which is about 3.54 miles away
from Evansdale Crossing. Similar to Suncrest Towne Centre, the message is consistent to
the consumers as stay here while you eat, shop and play. Where else can you go while
you’re out and about exploring through bargain retro clothing, chic designer fashions,
bath products, handmade leather goods, estate jewelry, local antiques and books. Mor-
gantown’s art galleries, department stores, street fairs and flea markets will surely satisfy
your inner shopper. Because University Towne Centre is located near one of the bigger
student living places in Morgantown, The Domain, this allows students to be close to
many of these businesses within walking distance. Like the Suncrest Towne Centre, there
are numerous available parking spots at the University Towne Centre also.
Both of these competitors of Evansdale Crossing are Centres. Unlike a mall or a food
court where you can stay in the same building and go from store to store, a Centre re-
quires consumers to go in and out of one building into the next. This is an opportunity for
Evansdale Crossing to position themselves as a convenient place to gather with friends
and family all under one roof. A disadvantage to Evansdale Crossing compared to the
40
two Centres are the numerous available parking spots. Evansdale Crossing will be in the
middle of Evansdale Campus with a select few spots for parking. Many of the students
and employers will have to park at the Coliseum because there is no fee to park there.
APPLICATION Communication is an important goal for the success of Evansdale Crossing. By using so-
cial media, we can effectively and efficiently spread awareness about Evansdale Crossing
much like the campaign demonstrated by fellow Mountaineers and Ohio State University.
Public Private Partnerships and the community’s relationship are very important for this
campaign.
Secondary research helped to identify a few key guidelines for primary research. We
have a better understanding of who the main influencers are and what college has the
most students enrolled in their college on Evansdale. By using the student influencers as
a way to reach the students, we can spread awareness more effectively. We have also de-
termined the major employers closest to Evansdale Crossing. We targeted staff and fac-
ulty on Evansdale Campus. By involving the employers, staff, and faculty, we can con-
clude that they will spread the word to the community.
Our group has studied previous student-centered facilities as an example on how to pro-
mote and make students aware of Evansdale Crossing. By reviewing these examples, we
feel comfortable in executing a successful campaign. Likewise, we analyzed an example
of a hardhat tour which will help us when we are developing our hardhat tour for Evans-
dale Crossing. We realized that Evansdale Crossing has numerous food options and two
Centres surrounding the building that might interfere with drawing the community into
Evansdale Crossing. There are many food options for students as well, but not all in one
area like in Evansdale Crossing.
Focus Groups will help identify student’s attitudes about Evansdale Crossing based on
what they think about the Mountainlair. This will help us determine how to affectively
message for Evansdale Crossing. In-depth interviews will help our team determine if em-
ployers close to Evansdale Crossing would go there to eat during their lunch. For our pri-
mary research, we know that we need to include the number of students enrolled in the
colleges and majors in that college on the Evansdale Campus.
41
RESOURCES
About Us. (2015, January 1). Retrieved February 9, 2015, from http://www.stat-
ler.wvu.edu/
Alexander, A. (2013, September 9). A 'Jersey Diner' Opens Its Doors at Rutgers. Re-
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doors-rutgers/20130908#.VOevexbqLwz
Cave, S. (2014, October 14). WVU marketing students develop #RespectfulMountaineer
social media campaign in response to weekend disturbances. Retrieved February 8, 2015,
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42
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43
Primary Research
CAMPA2IG0N15
44
STATEMENT OF PRIMARY RESEARCH OBJECTIVES
Our group outlined three primary research objectives:
To gauge awareness of Evansdale Crossing
To better understand attitudes, interests, opinions related to the project
To concept messaging and strategies to make our campaign more successful
The target audience for the first two focus groups were all undergraduate students who
will be on the Evansdale Campus. The target audience for the second two focus groups
were Reed College of Media students. The target audience for the in-depth interviews
were a variety of professionals, employers and students influencers that were actively in-
volved at WVU or their workplace. We decided to interview these influential people be-
cause we thought they could potentially help us create buzz about Evansdale Crossing.
We ultimately choose these people because their peers and co-workers look to them as a
mentor.
RESEARCH QUESTIONS
The above research objectives were used to design four primary research questions:
How knowledgeable are students, faculty, staff, and the community of the recent
development of Evansdale Crossing?
Would a social media account be an effective channel of communication to build
awareness?
What type of event would help our campaign succeed?
What is the best messaging and strategies to reach our target audience effectively?
RESEARCH METHODS
Focus Groups The first focus group was held at Evansdale Library on February 22, 2015 at 4:00 p.m.
There were six students that attended and all of them were enrolled in colleges on Evans-
dale campus. The second focus group was held in Martin Hall Room 103 on February 25,
2015 at 4:00 p.m. There were seven Reed College of Media students that attended. The
third and final focus group was held in Martin Hall Room 201 on February 26, 2015 at 12
p.m. There were four Reed College of Media students that attended. (Refer to Appendix
A.1 for Focus Group Guide) The moderator discussed the following topics at each focus
group:
Hang out spots
How much time do you typically spend on campus in between classes? Where are some
typical hang out spots for you?
Evansdale Crossing
How much have you heard about Evansdale Crossing? Which amenities are you most ex-
cited about?
Eating habits
45
Out of all of the food vendors, which one did you like the most and why? Do you cur-
rently have a meal plan on campus? If no, why not? If yes, where are your favorite places
to eat? What food options do you think are lacking on campus?
Social media
How do you find out about things going on around WVU? What channel of communica-
tion do you prefer to receive announcements of events around WVU? What WVU social
media accounts do you currently follow? Would you follow an account like the Moun-
tainlair to be updated about their events?
Events
Now that you know a little about Crossing, tell me what types of events would you attend
to find out more? What is the best time/day to have this type of event? Since the new
food options is one of the big draws, how would you propose we create an event that
gives people a sneak peak at what is to come? Would you come to a behind the scenes
hard hat tour if you knew you were some of the first people to get to check out the space?
Upon arrival, participants were greeted and asked to verbally consent, which was rec-
orded. A moderator followed an open-ended protocol that focused on answering the re-
search questions the focus group was recorded and transcribed for analysis. The re-
sponses from the focus groups were used to determine the most accurate way to word
questions on the questionnaire.
In-Depth Interviews There were 25 in-depth interviews conducted by many team members within the groups.
The in-depth interviews were approximately 15 minutes long. (Refer to Appendix A.2
In-Depth Interview Guide)
Since scheduling conflicts interfered with our timeline, many of the group members vis-
ited Evansdale campus in search of willing participants. This did not allow us to ask fol-
low up questions. Also many of the employers were unavailable because of their demand-
ing work schedule; therefore, the interview was conducted over the phone.
Questionnaire A questionnaire was hosted on Qualtrics. Questions consisted of a mixture of multiple
choice and open-ended questions. The survey went live on Friday, March 13, 2015. The
survey was created after the focus groups and in-depth interviews so that we could better
understand Evansdale student’s opinions and behaviors. The survey was officially closed
on Friday, April 10, 2015 at 6 p.m.
Before students took the survey, they received a short summary of what Evansdale Cross-
ing is seen in Figure 10, outlining what Evansdale Crossing is and what it entails, in or-
der to ensure that those who do not know about Evansdale Crossing could still answer
questions pertaining to it.
46
Figure 10: Questionnaire summary of Evansdale Crossing
To expedite the survey process, skip logic was added to some questions so that partici-
pants who answered “no” did not need to answer related questions.
The survey began with an ice-breaker question about whether students are aware of the
developments located on Evansdale campus. Followed by questions aimed at student’s
behavioral and attitudinal habits, and ended with demographic-related questions and
open-ended questions (see Appendix A.3 for pre-survey).
RECRUITMENT METHODS Focus Groups In an attempt to recruit focus group participants, the team created and distributed one flier
design. The flier was designed to target students who spend most of their time on Evans-
dale campus. The flier contained a magnifying glass hovering over the text, “We’re look-
ing for WVU students who live in dorms on Evansdale campus to take part in a focus
group interview February 20, 2015.” As an incentive, free pizza was included in bolded
heading. The flier also included information about the focus group such as the discussion
theme, when and where the discussion would take place and our team’s contact infor-
mation. The week of the scheduled focus group, 40 fliers were distributed throughout the
hallways of Bennett, Lyon, Braxton and Brooke Towers. (See Appendix A.4 for Flier)
With a low response rate, the flier did not succeed. By using word of mouth, our team re-
cruited friends and classmates that often visit the Evansdale campus.
To recruit for our second phase of focus groups we targeted Reed College of Media stu-
dents. We were able to recruit 80% of the students through Dr. Pressgrove’s Strategic
Communications 215 class. The other 20% of students we recruited was through word-
47
of-mouth to get a broad spectrum of Reed students. As an incentive to participate, the stu-
dents in Dr. Pressgrove’s class were offered attendance points and pizza.
In-Depth Interviews In-depth interview participants were recruited using word of mouth. The in-depth inter-
viewees ranged from student influencers, employers, staff and faculty. A variety of the
interviewees were chosen because our team had already established those people as influ-
ential mentors toward our target audience.
Questionnaire In order to recruit participants for the survey, the group had to email numerous professors
that had classes located on Evansdale campus. The group went to numerous classrooms
to give out paper surveys which were later inputted into Qualtrics. The survey was sent
through email to certain professors who stated that an online survey link would be easier
for them because either they taught an online class or our schedules conflicted.
DATA ANALYSIS Focus Group The focus group was recorded by one of the group members’ phone as an audio file. The
audio file was transcribed into a Word document. As stated above, the focus groups were
held before the survey launch in order to analyze the data and see if any questions should
be added or deleted from the questionnaire. Analysis took into account the main objec-
tives of the focus group. After transcribing the focus group responses, the responses were
grouped into categories of common themes that occurred. Next, the responses were com-
pared with the corresponding research questions. (See Appendix B.1 for complete Anal-
ysis of Focus Groups Chart)
In-Depth Interviews Each in-depth interview question was placed into a Word document as a chart. For pur-
pose of analyzing, we created two charts. One chart was used to analyze the responses of
graduate and undergraduate students. The second chart consisted of the community which
was the employers, the staff and faculty. (Refer to Appendix B.2.for complete Analysis
of Employers and Faculty/staff Chart)
After entering each response and how many times they occurred, the team analyzed the
chart to determine the most common answers among students and the community. This
allowed our team to effectively evaluate and compare the answers.
Questionnaire A report of the survey was generated using Qualtrics software. Questionnaire responses
were analyzed by individual questions, as well as through cross-tabulation. Survey ques-
tions were also categorized depending on which research question they were created to
answer.
48
FINDINGS Focus Group From the three focus groups, there were eight Evansdale students and 11 Reed students
that attended. We decided to compare Evansdale and Reed student’s responses because
they are two different groups. The Reed students would be more exited for the Innovation
Center. While the Evansdale students would be excited about a central gathering place
with food options. (See Appendix B.3 for Focus Group transcription)
Both Evansdale and Reed students have heard very little about Evansdale Crossing. Our
team thought it was interesting that Evansdale students have not heard anything about
Evansdale Crossing because those students are over there the majority of their day. This
is an opportunity to increase awareness surrounding all of the amenities that the Crossing
has to offer. As a team, we have noticed that Evansdale Crossing is not being discussed
enough in the media for students to know what is being built. Due to the amount of con-
struction on Evansdale campus, many students seem to ignore the construction because
they cannot tell what is being built.
Of the 19 participants, 12 stated that Twitter was the main way they receive news about
WVU. There were many other platforms mentioned such as word of mouth, Instagram,
Yik Yak, Facebook, and The DA. Our group sees Twitter as the most effective way to
reach our target audience.
Out of the 19 participants, 11 stated that they would follow a Twitter account for the
Mountainlair. Because the majority of participants stated that they use Twitter as a means
of communication to receive news about WVU, we believe that creating a Twitter ac-
count for Evansdale Crossing would be the best way to communicate to our audience
about upcoming events that will be held at the Crossing.
The Evansdale students expressed they would want to attend events that involve food
such as cookouts and luncheons. The Reed students also said they were interested in
events that had food such as taste testing and a chef meet and greet. The Reed students
were excited about the Innovation Center and were interested testing the new technology.
Between the two groups, food is an obvious choice that they wish to see at an event held
at Evansdale Crossing.
Both Evansdale and Reed students stated that in order for them to come to an event they
would want free items. The majority of the answers were along the lines of a carnival
themed event. For example, students stated they would enjoy activities such as dunk tank,
games, raffle tickets, prizes, and live music. It seems that students want interactive games
and food to be at the event.
In-Depth Interviews Over the course of the week, group members conducted 25 in-depth interviews. The in-
terviews included eight student influencers, five employers, five graduate students, and
seven staff members. (Refer to Appendix B.4 for In-depth Interview transcription)
49
Graduate Students VS. Student Influencers
Both Graduate students and student influencers have heard very little about Ev-
ansdale Crossing. This goes to show that Evansdale Crossing is not being dis-
cussed enough in the media. All of the students said they knew very little about
what Evansdale Crossing was.
Many of the students said, “I haven’t heard anything about the student-centered
facility until this interview”. Overall, the majority of the students were excited
and thrilled to be getting a student-centered facility on Evansdale campus.
Graduate students stated that the best way to receive news about WVU was
through email along with the DA and WVU Today. Social media was an alternate
outlet that these students receive news about WVU such as Twitter and Facebook.
Student influencers stated that email was a main way to receive news about WVU
as well as social media platforms such as Twitter, Facebook, and RubberU.
Every student influencer participant stated that they would follow a Twitter ac-
count for the Mountainlair. This tells us that a Twitter account would be effective.
Three of the five graduate students said they would follow a Twitter account for
Evansdale Crossing. The other two participants said they would never follow the
Twitter account.
The graduate students and the student influencers would want to attend events that
involve food. Many of the participants said they would be interested in trying
samples of the food options that will be in the Crossing. Our group sees this as an
opportunity to increase the awareness of the amenities offered at Evansdale
Crossing. Once again between the two groups, food is an obvious choice that they
wish to see at an event held at Evansdale Crossing.
Both graduate students and student influencers stated that in order for them to
come to an event they would want deals, promotions, and coupons. Consumers
are always interested in saving money when they can. By offering deals and pro-
motions once Evansdale Crossing is opened, this will draw people to Evansdale
Crossing. This will potentially create repeat consumers. Those loyal consumers
will then tell their families and friends about Evansdale Crossing, resulting in a
constant flow of consumers in and out of Evansdale Crossing.
Staff/ Faculty VS. Employers
Staff and Faculty stated that they would add the following items to Evansdale
Crossing to attract more students, employers, and faculty/staff: parking, reliable
Wi-Fi, and shops. The employers stated that they would also add more parking.
The employers were also interested in attending events geared towards families at
Evansdale Crossing. This would increase the community presence at events.
50
Between the faculty/staff and employers, both groups agreed upon the annoyance
of the lack of parking for commuters and visitors. The visitors would mainly be
family visiting their children enrolled at WVU and employers located near Evans-
dale Crossing. This is a threat because we know that parking is one strong reason
people believe that Evansdale Crossing won’t benefit the community. Parking is a
threat but also an opportunity for the development of Evansdale Crossing. In or-
der to have a community presence at Evansdale Crossing, there must be more
short-term parking available on Evansdale campus.
The staff/ faculty seemed to be more knowledgeable about Evansdale Crossing
than any other target audience. Many of the faculty/staff knew a good bit about
the amenities that will be in the Crossing such as elevators, restaurants, and class-
rooms. The employers knew nothing about Evansdale Crossing. All of the em-
ployers were totally unaware that there was a student-centered facility in the pro-
cess of being built.
Of the long list of amenities offered in Evansdale Crossing, faculty/staff stated
that they would most likely use the following items: rooftop bar (Octane Lounge),
office space, restaurants, Barnes and Noble, and the new technology. Both fac-
ulty/staff and employers said they would most likely use Evansdale Crossing for a
place to meet up with co-workers. Three of the five employers interviewed stated
that Evansdale Crossing would serve them no personal use.
One employer said, “Evansdale Crossing would not benefit me personally, but I
think it will be good for students and give many options for food so that they
don’t have to travel elsewhere”.
The faculty/staff and employers stated that the most effective way of communica-
tion regarding WVU news and updates is email. As professionals, email seems the
most logical tool of communication due to the numerous times a day they have to
check their email.
Students as a Whole
After close examination of the participant’s responses, our team realized there are
many common answers. The majority of the students stated that Twitter and email
are the main ways they receive information about WVU. With that being said, the
students would follow a Twitter account for Evansdale Crossing to stay up-to-date
on what is going on at the Crossing.
Many of the students were interested in attending an event either carnival themed
or a backyard picnic. Free items, coupons and promotions would be beneficial in
getting students to come to Evansdale Crossing.
Community as a Whole
Overall, the community response to Evansdale Crossing was uninterested. They
felt that the amenities were much more geared towards student needs and didn’t
51
realize how they could benefit from the building. This is a great opportunity to
unite the community with the university and inform them of all the ways in which
they too can benefit.
Questionnaire The online questionnaire yielded 250 responses, 242 of which were completed, a 97%
completion rate. The survey had three pages and contained 18 questions. (See Appendix
A.3 for complete questionnaire)
The participants consisted of 31% juniors, 26% seniors, 18% Graduate, 17% sophomores,
and 9% freshman. The majority of the student’s majors were Engineering, Child Devel-
opment and Family Studies, Biochemistry, and Counseling.
Evansdale Crossing Of the 250 respondents, 81% of the students were aware of the new developments on Ev-
ansdale Campus. When students were asked if they have heard about Evansdale Crossing,
54% said “No” and 46 % said “Yes”.(See Figure 11) This graphs shows that many of the
students are unaware of Evansdale Crossing.
Have you heard of Evansdale Crossing?
Figure 11: shows the percentage of students that have heard of Evansdale Crossing
Students were asked how likely they were to use Evansdale Crossing and 41% stated
likely. (See Figure 12). This graphs shows that Evansdale Crossing will get plenty of
foot traffic.
52
How likely are you to use Evansdale Crossing?
Figure 12: shows how likely students are to use Evansdale Crossing
When students were asked, “Which of the following amenities of Evansdale Crossing
would you use the most? Rank 1-7”, a consist response showed itself. The number one
spot belonged to The Marketplace followed by gathering locations, Rooftop Lounge,
Barnes and Noble Bookstore, Innovation Lab, PNC Bank and lastly Student Accounts
and Financial Aid. This means that students are excited to have healthy new additions to
Evansdale campus. Evansdale Crossing will serve as a central meeting place on that cam-
pus especially since it is so close to the Engineering PRT stop.
Behavioral Habits When asked how you travel to Evansdale Campus, 45 % said by vehicle. (See Figure
13).
Ways students travel to Evansdale Campus
Figure 13: Various ways students travel to Evansdale
Students were asked what do they do in between classes and the most common answers
were grab something to eat with 75% and study with 74%. (See Figure 14)
53
Activities students do between classes
Figure 14 shows what students do between classes
Students were asked if they had meal plan and 80% said no and 20% said yes. Since the
majority of students who have meal plan live in the dorms and are usually freshman, this
explains why this answer is so low. Like stated earlier, the majority of the respondents
were upperclassmen.
Students who had meal plan were asked where they eat the most and 65% responded The
Mountainlair followed by Bits and Bytes at 37%. Many students would travel downtown
to eat at the Mountainlair because of the food options. Evansdale Crossing will be signifi-
cant to Evansdale students so they will not have to travel back and forth between cam-
puses.
Social Media The main way students like to find out about WVU news or events is MIX, the university
email. MIX was the top choice at 91% followed by social media sites at 36%. (See Fig-
ure 15)
54
Ways students find out about WVU news
Figure 15: shows the ways students find out about WVU news
Students were asked if they were active on social media and 89% responded to yes and
11% said no.
Students were asked what social media sites are they most active on. The top answer was
Twitter (See Figure 16).
Most popular social media site among college students
Figure 16: displays the most active social media sites among students
55
Obstacles/Mistakes
Although scheduling conflicts interfered with many of the focus groups, in-depth inter-
views allowed the team to gain knowledge of the student influencers, faculty and staff,
and employers. In-depth interviews allowed our group to ask follow-up questions.
Due to the low attendance of the focus groups, placement of fliers should have been dis-
tributed sooner than they were. If our group could have contacted the student influencers
earlier in the process, more possible participants could have attended the focus groups.
This would allow the student influencers to reach out to the group members in the student
organizations.
In an attempt to engage with faculty, staff, and employers, team members approached
many of these people on Evansdale campus. Due to the lack of responses our team got by
trying to arrange an interview through email, group members were forced to go to the
campus and interview that way. Many of the student influencers did not have any contact
information on their organization website which made the group have to result in using
classmates to get in touch with the influencers. Our group later got in touch with Kim
Harrison who provided all email addresses of the president of each student organization
APPLICATION & INTERPRETATION
Reed College of Media Students Of the offered amenities at Evansdale Crossing, students seemed to be most excited about
the Marketplace and updated technology. Even though the Innovation Center will be the
main attraction specifically for the College of Media students, many of the students were
interested in the developments of the center and what other technological additions there
will be.
Evansdale Students One of the most important things we learned about Evansdale students was the lack of
general knowledge of Evansdale Crossing. Students knew little to nothing about the cur-
rent development and even less about what was actually going inside the building. This is
one of the main focuses we had in designing this campaign. We learned throughout our
primary research the social media channels that the students hold a strong presence on.
In our secondary research, we discovered the outlets that news about the Crossing is be-
ing distributed on does not correlate with its immediate audience. This is an opportunity
for our team to create innovative content and place it on channels in which the message
will resonate with the students. The majority of the students were excited to finally have a
place they can go to meet with their friends that won't be so crowded. Many of the stu-
dents seem to be relieved to not have to travel downtown for many of the amenities that
will now be in Evansdale Crossing.
56
Students as a Whole The focus groups allowed us to gain information about the students’ behaviors and atti-
tudes toward social media, food and events. The students suggested events like food sam-
plings and pop-up tents around campus would be a great way to introduce new restau-
rants to campus. The participants reported a strong presence on Twitter. It was vital for us
to create interesting Twitter content highlighting the Crossing so that students would see
it, get excited and potentially spread the word. We also found in our focus group discus-
sions that word-of-mouth is one of the most effective ways students will gain interest in a
topic. From this discovery, we knew that finding influential people on campus and in-
forming them of the Crossing would eventually snowball into a campus-wide discussion.
Student Influencers In-depth interview results were similar to what the group analyzed in the focus groups.
Most were receptive to the idea of attending events once Evansdale Crossing was opened.
Most of the participants in the focus groups said they would want to attend a backyard
picnic or a carnival themed event. Participants felt confident that food tastings, games
and giveaways would offer an incentive to come to the Crossing.
Staff/ Faculty The faculty/staff were more aware of Evansdale Crossing compared to any other audi-
ence. All of the participants are aware of the amount of construction on Evansdale cam-
pus, but hardly anyone was aware of Evansdale Crossing.
Employers Employers were unaware the building even existed. As said before, this is an opportunity
to spread awareness of Evansdale Crossing and the amenities it has to offer not only for
the students but the community as well. Another common disadvantage participants
brought up was the lack of short-term parking on Evansdale campus. Ultimately, this
could be one of the main reasons as to why there isn’t a strong community presence at the
Crossing. Many of the employers were uneducated on the subject of public-private part-
nerships, therefore; they did not feel comfortable giving an answer that they could not of-
fer an explanation with. The group sees this as an opportunity to inform the community
toward a positive view of public-private partnerships and how the building can benefit
the community.
Community as a Whole Email was considered the best source because of its reliability and the ability to reach
more students and the community. A similar misconception the group noticed when inter-
viewing faculty/staff and employers was that many participants were unaware of the pub-
lic-private partnerships issue.
Our group proposes that Dan Simpson, Fresh Hospitality representative of Evansdale
Crossing, be interviewed about the restaurants and the impact of public-private partner-
ships. At this point, we believe that the community is not informed enough to form an
opinion about public-private partnerships. Another opportunity to make the community
57
understand and accept public-private partnerships is having a group member and Dan at-
tend a town meeting where questions can be answered and addressed. This would allow
the community to ask questions that they are concerned about.
Questionnaire Similar to the focus groups and in-depth interview responses, questionnaire respondents
said that they would like to receive updates via MIX emails. Twitter has shown to be the
main social media site that students use. This is the main reason our group chose to create
a Twitter handle in order for our campaign to be successful by spreading awareness
amongst students. By creating a Twitter account, we were able to spread awareness to the
downtown campus.
Almost half of the students are driving to class. Most of these students park either at the
coliseum or short-term paid parking. However, many students stated that they have
bought permit parking passes to park on Evansdale campus. Since there will be an addi-
tion to the Engineering PRT stop to connect with Evansdale Crossing, this will create
more students to use the PRT. Evansdale Crossing will help the flow of foot traffic better
by incorporating easier routes to get to classes and other buildings like the Rec Center.
The survey results suggest that the students are mostly excited for the new, healthy food
options coming to Evansdale campus. All of the students have positive things to say
about Evansdale campus. The majority of the students are looking forward to having a
central meeting place on campus.
The post-survey will help our group measure the success of our campaign is in spreading
awareness. The post-survey will be distributed after the Exclusive Sneak Peek event.
58
Goals, Objectives,
Strategy, Tactics, Key
Publics & Messages
CAMPA2IG0N15
59
CAMPAIGN GOAL
Overarching Goal
Our primary goal is to build awareness and excitement among internal and external audi-
ences. We want to inform our audiences of the impact of Evansdale Crossing and its re-
flections of West Virginia University's commitment to student and community life.
Key Publics
Primary Key Publics We’ve identified WVU students who will be spending most of their time on Evansdale
campus as our primary key public because our research found that these students are in
close proximity and more likely to use the Crossing. This audience is broke down to stu-
dents that live on Evansdale campus and those who take classes there. Students are going
to be the main users of the Crossing because most of the amenities are student centered.
Also students are more likely to eat out. The new food options available in the Market-
place gives students another food option to integrate into their “eating out” routine. From
our focus group interview we found that students were interested in the idea of new food
options to the Evansdale campus, which will drive potential business.
Students
Taking Classes
This audience includes WVU students, both undergraduate and graduate, in the Davis
College of Agriculture, Natural Resources and Design, College of Education and Human
Services, Benjamin M. Statler College of Engineering and Mineral Resources, College of
Creative Arts and College of Physical Activity and Sport Sciences. We have listed The
Reed College of Media to this public because of the expansion to the Evansdale Campus
when the new Evansdale Crossing is opened. The new media innovation center will offer
all WVU students the opportunity to work with new technology and create innovative
projects. There are 4,000 students enrolled, including nearly 700 graduate students in the
Benjamin M. Statler College of Engineering and Mineral Resources. There are also 1,762
undergraduate and 259 graduate students enrolled in Davis College of Agriculture, Natu-
ral Resources, and Design. These students spend an ample amount of time on Evansdale
campus placing them in direct proximity to the Crossing. The students will potentially in-
tegrate the Crossing into their daily routine when they are on campus.
Living
The second half of our primary key public involves students who live on Evansdale cam-
pus. The Evansdale Residential Complex (ERC), which includes Bennett, Braxton,
Brooke, and Lyon Towers, including Lincoln hall are all in close proximity to Evansdale
Crossing. There are over 1,800 students that live in on-campus housing on Evansdale
60
campus. The dorms consist of mostly freshman age 17 and up but also consist of RA’s
who may be sophomores up to graduate students. Each hall in the ERC is geared towards
specific themes. In Bennett hall, they emphasize developing the mind, body, and spirit
while also encouraging a sense of community. The entire ninth floor is designed to cater
to students interested in creative arts, specifically Art and Design, Music, and Theatre and
Dance. The unique feature of the Braxton Hall is its focus on academic and social ties to
the College of Engineering. This hall theme is a vision of the RFL’s, Dr. Robin and Peter
Hensel. Residents are given the opportunity to work very closely with faculty to help fo-
cus on and improve academic success. They also are provided with educationally rich, in-
teractive programming to help enhance learning experiences. Brooke Towers focus is on
their academic partnership with the WVU School of Medicine and The College of Busi-
ness of Economics.
Secondary Key Public
Next, our team classified the faculty/staff and community surrounding the Evansdale
campus as our secondary key public because our research found that these people seek
access to food amenities and a central meeting place. This audience is broken down by
faculty/staff of the colleges on the Evansdale campus and companies in the Morgantown
area (including NIOSH, Ruby Memorial Hospital and Mylan Pharmaceuticals). Further-
more, we included Rec Center visitors, city representatives, and the Evansdale Neighbor-
hood Association because of high levels of interest in community involvement.
Faculty/staff
Students will benefit from Evansdale Crossing but also the faculty will be able to use the
facility. The faculty/staff includes all teachers and teaching assistants in the Davis Col-
lege of Agriculture, Natural Resources and Design, College of Education and Human
Services, Benjamin M. Statler College of Engineering and Mineral Resources, College of
Creative Arts and, College of Physical Activity and Sport Sciences as well as any other
University employees such as maintenance, cleaning staff and administrative staff.
Community
We have aimed our research towards finding our target audience to three large companies
in the Morgantown area as well as Rec Center visitors, city representatives, and the Ev-
ansdale neighborhood association. The three companies are NIOSH, Ruby Memorial
Hospital, and Mylan Pharmaceuticals. NIOSH, which stands for National Institute for
Occupational Safety and Health, is a center for disease control and prevention. Our re-
search discovered that employees take lunch breaks, which range from 30 minutes to an
hour. Ruby Memorial hospital is WVU’s largest source of healthcare. It opened in 1988
on July 19th and is open 24 hours a day and 7 days a week for emergency care. Mylan is
one of the world’s leading pharmaceutical companies and has sales in over 145 countries
and territories. West Virginia was the first place that Mylan started doing business and
their headquarters are located in Morgantown. Within these three companies we have
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found that they will be able to use the new facility, Evansdale Crossing, for both their
food options during the day but also the rooftop bar and lounge in the evenings.
We have included rec center visitors in our community public because of the short dis-
tance from one to the other. We have found that not only are students using the rec center
but community members are using the facility as well. The rec center has only one food
option inside which includes a smoothie bar, but is often closed. The proximity to Evans-
dale Crossing and ease of access to the Marketplace located on the first floor is sure to
draw a lot of rec center visitors into the space for a meal before or after their workout.
The city representatives and Evansdale neighborhood association have been included in
our key publics because of the potential impact on the Evansdale community. We found
that this public will have the highest levels of interest in what is going on in their commu-
nity. The proximity of the Crossings to their neighborhood make them potential users of
the facility.
KEY MESSAGES Our primary research discovered key factors, which will be used to reach out to our inter-
nal and external audience.
Overarching Key Message:
Highlighting the experience that Evansdale Crossing provides West Virginia Uni-
versity and the Morgantown community.
1. Hub of activity
2. Walkability/Green component
Evansdale Crossing provides Evansdale campus with a sense of community
o Extending the look of red brick from Downtown campus to Evansdale
campus to look more unified.
o Amenities to improve student and community life on the Evansdale cam-
pus
▪ Octane Lounge
• Offers an alternative place to host events.
▪ PNC Bank
• Provides students and community a closer PNC
▪ Student Accounts
▪ The Marketplace provides more healthy food options
• 4 Restaurants covered under meal plan
• It is a comfortable dining destination that has ample
amounts of seating to gather and congregate.
• Innovative technology will allow for faster ordering and
scheduled pick up times.
▪ Barnes & Noble
• Two story bookstore
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▪ Innovation Lab
• Augmented reality and virtual reality technology
• Drones and 3-D printers
▪ 2 Classrooms
• 1; 100 person
• 1; 50 person
Evansdale Crossing will increase the walkability of Evansdale campus.
o The building is directly connected to the engineering PRT stop.
o Since Evansdale Crossing is located in the center of campus, it is within
walking distance from any point.
o There will be available parking for those who prefer to drive.
o The Crossing will be added to the bus route to encourage less traffic on
campus.
OVERARCHING OBJECTIVE To increase awareness of Evansdale Crossing by 20% among WVU students, faculty, key
influencers and community by the end of the semester which will be measured by a pre
and post survey.
Strategy 1: Design, develop and execute an exclusive sneak peek event inviting faculty,
key influencers, community and media members for an inside view of Evansdale Cross-
ing.
Objective 1A (Prior to the event): Prior to April 24, increase awareness by 20%
among faculty, key influencers and community measured by number of attendees.
Tactic: Develop and distribute news advisories to local media to inform
them of the event.
Tactic: Design and distribute promotional invitations.
Tactic: Develop and send out a series of email blasts.
Objective 1B (Day of the event): Prior to May 1, secure at least three stories in
the media that include key message points, which will be measured by media con
tent analysis.
Tactic: Contact and encourage guest speakers to touch on key messaging.
Tactic: Develop and distribute a media kit including a newsletter, press
release and fact sheet.
Tactic: Design and promote a virtual tour
Tactic: Contact and recruit restaurant chefs to provide sample tastings.
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Strategy 2: Design, develop and execute a social media campaign consisting of contests
and giveaways intended to build excitement and knowledge of Evansdale Crossing.
Objective 2A (Post campaign): By the end of the semester, gain 500-1000 fol
lowers on social media Twitter account, which will be measured by number of
followers.
Tactic: Twitter contests and giveaways to promote the Marketplace and
Barnes & Noble
Tactic: Create a hashtag for retweet giveaway #CrossingContest
Tactic: Engaging campus influencers to tweet about Evansdale Crossing.
Tactic: Include the video link of the virtual tour in social media blasts.
Tactic: Tweeting behind the scenes information and pictures.
Tactic: Give out free promotional items including gift cards, shirts, and
hats.
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Evaluation
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EVALUATION CRITERIA AND METHOD
Our primary goal was to build awareness and excitement among internal and external au-
diences. We aimed to inform our audiences of the impact of Evansdale Crossing and its
reflections of WVU's commitment on improving student and community life. Each group
member analyzed the different campaign objectives to determine the campaign’s success.
Overarching Objective 1: To increase awareness of Evansdale Crossing by 20%
among WVU students, faculty, key influencers and community by the end of the semes-
ter, which will be measured by a pre and post survey.
Results: Exceeded A pre-survey was distributed before the event to students and the community to under-
stand their behaviors’ and opinions associated with Evansdale campus. In result, 46% of
students responded that they have heard of Evansdale Crossing before the event.
A post survey was distributed after the event to the same audience as the pre-survey. Stu-
dents and the community were asked if they have heard of Evansdale Crossing 69%
stated they have. Therefore, we have exceeded our objective by 3%.
Objective 1A (Prior to the event): Prior to April 24, increase awareness by 20%
among faculty, key influencers and community measured by number of attendees at an
event.
Results: Exceeded Out of 300 people invited, we expected 50 invitees to be present at the Exclusive Sneak
Peek event. Results were measured by the number of attendees.
Since 86 guests attended the Exclusive Sneak Peek event, our team exceeded our objec-
tive by 36 people.
Objective 1B (Day of the event): Prior to May 1, secure at least three stories in the
media that include key message points, which will be measured by media content analy-
sis.
Results: Exceeded The Exclusive Sneak Peek event was successful in reaching out into all areas of the me-
dia. The media that attended the event wrote positive pieces that promoted Evansdale
Crossing. Major media outlets surround Morgantown were invited to attend the Evans-
dale Crossing Exclusive Sneak Peek on April 24. The newspaper outlets included the
Daily Athenaeum, the Dominion Post, Times West Virginian, the Charleston Gazette and
Morgantown Magazine. The TV and Radio station invited were WBOY-TV, WDTV, U-
92, and WARJ/WVAQ. Since the event ran through University Relations, WVU media
outlets such as WVU Today, WVU News and WVU Construction were all involved in
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the project. These media outlets were effective in reaching out to all target audience, in-
cluding students and the local community.
Objective 2A (Post campaign): By the end of the semester, gain 500-1000 follow-
ers on the social media Twitter account, which will be measured by number of followers.
Results: Exceeded The group decided that it would be beneficial to have several giveaways as an incentive
for WVU students to follow @WVUCrossing. We also reached out to other established
WVU Twitter accounts to follow our account. Currently, we have 551 followers. Every-
day, the account get more followers.
ANALYSIS
Overarching Objective 1: To increase awareness of Evansdale Crossing by 20%
among WVU students, faculty, key influencers and community by the end of the semes-
ter which will be measured by a pre and post survey.
After finishing our primary research, many important aspects to our campaign were still
unclear. It was undecided what our messaging should be because students’ responses var-
ied too much from one another.
In order to be successful, group members emailed numerous professors that taught clas-
ses to Evansdale students. For instance, the group knew we must target specific colleges
on Evansdale campus in order to collect a broad range of responses.
Figure 16
.
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Pre-survey (see Appendix A.3) was distributed to better understand the Evans-
dale student’s opinions and behaviors. As a result, 46 % of students heard of Ev-
ansdale Crossing before the event, as shown in Figure 16.
Post Survey (see Appendix C.1) was distributed by each team member at popu-
lar gathering locations in key buildings on Evansdale campus. As shown in Fig-
ure 17, 69% of students have heard of Evansdale Crossing.
Figure 17
Our group has increased awareness by 23 %. This means the promotional items, Twitter
account and media articles helped our team achieve this objective. The various ways stu-
dents heard about Evansdale Crossing are shown in Figure 18. Over half of the people
heard about Evansdale Crossing through friends. This proves that our audience was talk-
ing about Evansdale Crossing to their peers and colleagues. We succeeded in spreading
awareness to our audiences by word-of-mouth the most. Twitter (20%), the media (17%),
and promotional items (15 %) were also successful in spreading awareness to our audi-
ences.
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Figure 18
Objective 1A (Prior to the event): Prior to April 24, increase awareness by 20%
among faculty, key influencers and community measured by number of attendees.
Prior to the event, the team designed an event layout so that University facilities could set
up the event (see Appendix D.1). We also put together an event schedule so that the team
could stay on schedule (see Appendix D.2).In order to get the most influential people at
our event we created a database of key influencers that we wanted to invite (see Appen-
dix D.3). Our creative director worked closely with University relations to create promo-
tional items for the event. More than 300 invitations were sent out to key influencers in
our target audience (see Appendix D.4). Print invitations were mailed out and hand de-
livered, while digital invitations were distributed through an email blast. It was vital to
invite media in order to spread the awareness to the entire community. Unfortunately,
only 12 invitees RSVP’d to the invitation. 86 of the invitees actually attended the event.
Our team designed a programs so that guests could have the details of the event as they
walk around (see Appendix D.5). Business cards were created to increase awareness of
Evansdale Crossing (see Appendix D.6). The day of the event, the team distributed 500
business cards around Evansdale campus to various students and faculty. The business
cards were an effective way to reach our audiences. The banners we had designed to
serve two purposes (see Appendix D.7). The first was to increase awareness at the event.
The second was to move the banners after the event to high volume places on both cam-
puses to increase awareness of Evansdale Crossing.
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The Exclusive Sneak Peek event took place on April 24, 2015 and began at 2 p.m. The
event was located in the grass close to the Agricultural Science Building on Evansdale
campus under a tent. Several campus, community and media influencers were invited to
attend, the most prominent of which were Joyce McConnell, Dan Simpson, Maryanne
Reed, and the Deputy Mayor of Morgantown Marti Shamberger.
Objective 1B (Day of the event): Prior to May 1, secure at least three stories in the
media, which will be measured by media content analysis.
Prior to the event, media kits were sent out to the selected media outlets to excite them
about the Exclusive Sneak Peek event. Included in the media kit was a media advisory,
event invitation, WVU hard hat and a Google Cardboard box (see Appendix D.8). The
Google Cardboard box was sent out to intrigue invitees to come learn how to use the de-
vice at the Sneak Peek Event.
The Google Cardboard box was used with an iPhone to view a 3D virtual tour of Evans-
dale Crossing. We hoped to excite the media about the interactive pieces Evansdale
Crossing has to offer. These invitees got a first look at the student center and the ameni-
ties in there. This gave the media an opportunity to inform students and the community
about what is upcoming for next school year.
The Dominion Post displayed an article quoting both the Provost and Dan Simpson, pri-
vate-public partner of Fresh Hospitality (see Appendix C.2). They also included what the
Evansdale Crossing will feature, along with a picture of a student using the Google
Box.
The Daily Athenaeum (DA) posted an article on the front page of Monday, April 28 page
(see Appendix C.3). This was beneficial to reaching out to students and getting the Ev-
ansdale Crossing name recognized. The DA included many facts about Evansdale Cross-
ing and quoted all of the speakers. This reached out to students, the community and the
entire University.
WDTV also spoke highly of Evansdale Crossing’s benefits to the Mountaineer commu-
nity (see Appendix C.4).They included several shots of the building, as well as a quote
from the Provost to encourage the idea of Evansdale Crossing becoming the new hub of
activity on Evansdale Campus.
WBOY showed several clips and expanded on the benefits of Evansdale Crossing (see
Appendix C.5). They highlighted the Reed College of Media’s Innovation Center and
quoted the Provost to get the message out.
Radio station, WAJR also took part in promoting Evansdale Crossing (see Appendix
C.6). Again, the Reed College of Media’s Innovation Center was a key messaging point
to reach out to students and the community. Quotes from Dean Reed were included, as
well as other facts about the building.
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The Charleston Gazette also wrote a detailed article on the Evansdale Crossing Event
(see Appendix C.7). The included all of the key messaging points including walkability,
the hub of campus and all of the amenities. They also quoted four people including Co-
rissa Greer, Dan Simpson, Rob Moyer, and Dean Maryanne Reed. The article featured a
picture of the future building.
Morgantown Magazine attended the event and is expected to mention the event. A re-
porter was present and interviewed several people involved in the Evansdale Crossing
project.
WVU Today wrote a news release that detailed the upcoming Evansdale Crossing build-
ing. This news release came out after our event (see Appendix C.8).
To evaluate the success of our media outreach we analyzed the articles by media content
analysis codebook (see Appendix C.9).
Objective 2A (Post campaign): By the end of the semester, gain 500-1000 follow-
ers on social media, which will be measured by number of followers.
Students were encouraged to follow Evansdale Crossing’s Twitter account, @WVU-
Crossing. Since this was a new Twitter account, it started with no followers. To start to
build a following the team found several influential and active twitter accounts to follow
(see Appendix D.9). Tweets were sent promoting news about Evansdale Crossing and in-
cluded the hashtag #WVU (see Appendix D.10). This hashtag was used to help promote
our tweets to a larger audience. However, this made evaluating the success of these
tweets difficult because it was hard to filter out engagement specifically about Evansdale
Crossing.
Students were incentivized to follow this account in hopes of winning prizes from our
Twitter giveaways. The tweet included the hashtag #CrossingContest. We used Tweet
Binder to find out that the #CrossingContest had 87,953 potential impacts. This is the
number of times somebody could have seen this hashtag. Tweets that included this
hashtag also received 146 retweets. We did four giveaways during the week of our event.
Prizes included Google Cardboard boxes as well as promotional items such as t-shirts,
hats and bags provided by Fresh Hospitality (see Appendix D.11). Students had to be fol-
lowing the account and retweet the original tweet in order to be in the running to win.
These tweets were retweeted 219 times. We considered these Twitter giveaways to be a
large success. By the end of the giveaway on the first day, we gained 49 followers.
The week after our event we did another set of giveaways. The items in this giveaway
were larger which included six $25 Outback Steakhouse gift cards, four $50 Barnes &
Noble gift cards, one $75 Barnes & Noble gift card and an iPad. In order for our follow-
ers to win these prizes, we wanted them to have to do more than just retweet and follow
us. The goal was to create interaction between our audience and our account.
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The first day of this week’s giveaways, we asked people to tweet us their most creative
selfie with Evansdale Crossing in the picture. We were going to pick three people to win
a $25 Outback Steakhouse gift card. This was very unsuccessful. We only had one person
enter to win the prize and their entry was not what we asked of them. We believe that it
was unsuccessful because it was not something that they could complete from their
phone. In order to enter, they had to be at a specific location and complete a specific task.
We believe people would be more compliant if it were to only make a few clicks on their
phones. From this knowledge, we decided to tweak the rest of the week’s giveaways in
order to increase participation.
Evansdale Crossing was mentioned several times since creating this account. Monitoring
of retweets, followers and mentions were done through Hootsuite. Important followers
who followed this account include:
@TazikisatWVU
@WVULyonTower
@WVU_UnivEvents
@WVUTheatreDance
@WVUFinancialAid
@WVUConstruction
@WVUForestry
@DiverstiyWVU
@WVUcareerserv
@WVSportsDotCom
@WVUpAllNight
@StradaArchitect
@wvudavis
@motownevents
@EerSportsDotCom
@WVUCPASS
At the end of the event, @WVUCrossing gained [NUMBER] followers.
FUTURE PLANS AND SUGGESTIONS Prior to Grand Opening Prior to completion we believe it is vital to keep building relationships with key influenc-
ers among the target audiences. Doing this will increase the awareness levels around
campus. Based on our primary research we have found that many people are excited
about the new food options coming to campus.
The first suggestion we have is to execute a roadshow with the famous chefs. Inviting
each chef down to provide samples, and a meet and greet is a great way for students to
get excited about what is coming to campus.
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Grand Opening The Crossing is close to being finished and students and the community are getting anx-
ious. Another suggestion we have is to be sure to include coupons to the students, faculty,
and community who attend the grand opening. Evansdale Crossing is offering healthier
options that may be more expensive, this will ease some customer’s negative perceptions
of the high prices.
We also suggest that this new student centered facility should be shown to students and
their parents who are touring the campus. We think that this would be a great selling
point to the students and families touring the campus because it will be something that is
new, modern, and offers so many amenities in one building.
Social Media After the social media campaign and the trends we saw, we have several suggestions for
the future of the Twitter account and website. Our giveaways and contests were a hit with
WVU students. They like the idea of being able to win free items. Restaurant gift cards
were by far our most popular giveaway item. We suggest continuing these giveaways
near the grand opening. Suggested posts for the future should include information about
events that will be happening within the building, key messaging and job opportunities. It
is important to continue to have a presence on Twitter with at least one post every day.
Website As the building gets closer to completion, there will be more content available to add to
the website. Since hours of operation and staff are still not known, they will have to be
added to the website in the future. More pictures should be added to each page of the
website to provide viewers a visual of what they can expect (see Appendix D.12). Pic-
tures of the Exclusive Sneak Peek could be added if needed.
We also suggest that under the “Amenities” tab on the navigation bar, a drop down box is
added. This box will include a link to every restaurant, Octane Lounge, Juice Bar, PNC,
study area and Barnes & Noble. This will give each of these amenities their own space to
provide more in-depth information. For example, we suggest that for each restaurant that
there is a section that will feature each of the chefs that inspired the restaurant that will
give viewers a chance to get to know the chefs better. Other suggestions for these pages
would be to include the menu, a widget for their Twitter and a slide show at the top of the
page displaying pictures of their food. For the study areas, there could be pictures of the
different areas available as well as a description of what they will find there (tables,
lounge chairs, computers, etc.)
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Budget & Timetable
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Conclusion
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The WVU Evansdale Crossing campaign focused on one primary goal: to build aware-
ness and excitement among internal and external audiences. We aimed to inform our au-
diences of the impact of Evansdale Crossing and its reflections of WVU's commitment on
improving student and community life.
Research revealed some key points crucial to guiding the campaign planning process.
The survey results suggest that students are mostly excited for the new, healthy food op-
tions coming to Evansdale campus. All of the students have positive things to say about
Evansdale campus. The majority of the students are looking forward to having a central
meeting place on campus.
Over the course of the campaign process, the Evansdale Crossing campaign in conjunc-
tion with the WVU University Relations, developed tactics aimed at achieving the pri-
mary campaign goal. These tactics included promotional items such as two banners to
hang around campus. The banners had all the amenities listed which helped the students
inform and gain awareness.
Another tactic used to increase awareness of Evansdale Crossing was to engage campus
and community influencers to become part of the campaign event. In order to secure the
support of the campus influencers, invitations were hand delivered so that group mem-
bers could have a personal connection with the invitees. Another tactic we included was
to prepare and deliver media kits to 11 local media outlets. The media kits helped the me-
dia convey key messages about Evansdale Crossing across different mediums.
Finally, the last tactic was to incorporate social media into the campaign in order to reach
our target audience most effectively. Our research showed students are very active on so-
cial media accounts such as Twitter, and would follow a similar account like the Moun-
tain Lair to be updated on current events in the building. Over the course of three weeks,
there has been five different contest giveaways. By having a variation of giveaways, al-
lowed our group to interact with the followers of the account. Twitter proved to be an ef-
fective way to reach our primary target audience.
After the Exclusive Sneak Peek event, many tactics were carried out in order to increase
and maintain the level of awareness. The banners were moved to high traffic areas around
WVU campus so that more people would have a chance to view it. The banner helped in-
crease awareness by educating our audience about Evansdale Crossing and the building’s
amenities. Another successful promotional piece was the business cards. Each business
card displayed the Evansdale Crossing Twitter handle and briefly mentioned the ameni-
ties showcased in the building. The business cards were distributed on Evansdale campus
to students and faculty in hopes of spreading awareness and gaining Twitter followers.
The campaign’s real success was raising awareness of Evansdale Crossing. Awareness
was measured by a pre and post survey. Our total awareness percentage increase was
23%, passing our original objective of 20%. The campaign received a total of six articles
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from media outlets. Social media was used to engage with attendees, campus opinion in-
fluencers, and students. The Twitter account of Evansdale Crossing currently has 551 fol-
lowers, which also met our objective.
Already Evansdale Crossing has made an impact on student’s lives and we believe that it
will become an integral part of campus life in the years to come.
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Appendices
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Appendix
Section A: Research Methods o A.1 Focus Group Guide
o A.2 In-Depth Interview Guide
o A.3 Pre-survey
o A.4 Focus Group Flier
Section B: Data Analysis o B.1 Student Analysis Chart
o B.2 Employers and Faculty/Staff Analysis Chart
o B.3 Focus Group Transcription
o B.4 In-Depth Interview Transcription
Section C: Evaluations
o C.1 Post Survey
o C.2 Dominion Post Article
o C.3 The Daily Athenaeum Article
o C.4 WDTV Article
o C.5 WBOY Article
o C.6 WAJR Article
o C.7 Charleston Gazette Article
o C.8 WVU Today News Release
o C.9 Code Book
Section D: Objectives
o D.1 Event Layout
o D.2 Event Schedule
o D.3 Invite Lists
o D.4 Invitation
o D.5 Event Program
o D.6 Business Card
o D.7 Banner
o D.8 Media Advisory
o D.9 Social Media Influencers
o D.10 Social Media Calendar
o D.11 Giveaway Outline
o D.12 Website Outline
o D.13 Event Images
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A.1 Focus Group Guide
Introduction Thank you all for agreeing to participate in our focus group today. My name is
__________ and I will be facilitating the focus group discussion today. This is
____________, and she will be taking notes as we discuss your opinions and issues about
how you use the student unions on campus, as well how you obtain news about WVU.
The purpose of this discussion today is for us to get a feel for your likes and dislikes to-
wards the food available on campus, hang out spots between classes and platforms you
use to hear the latest news about WVU. We're interested in your honest opinions, so
please feel free to say what's on your mind. At the same time, it's important that we all re-
main respectful of one another and encourage everyone to participate.
We realize that you are very busy and have many other things that you could be doing
with your time, so we really appreciate your agreeing to be here.
Before we begin, I wanted to remind you that we've brought a digital recorder so that we
don't miss anything you say. The discussion will last about an hour; there are several
questions to cover, so at times I may need to move us along. Also, I ask that you do not
discuss what you've heard in this room after the focus group is over. Remember that you
do not have to answer any question that you are uncomfortable with, and most im-
portantly, there are no right or wrong answers.
Warm-Up OK, let's get started. I'd like to begin by asking each of you to introduce yourselves. Give
us your first name, age, major, area where you are currently living and what is your fa-
vorite building on campus and why.
Hang out spots 1. How much time do you typically spend on campus in between classes?
2. Where are some typical hang out spots for you? (The Mountainlair, outside classroom,
library, Starbucks?)
3. Where do you think would be good locations for new hang out spots?
Evansdale Crossing 1. How much have you heard about Evansdale Crossing?
2. Did you know that it will host over 100,000 square feet and will connect upper and
lower parts of the Engineering campus. The Crossings will offer two classrooms, 2-story
Barnes and Noble, Student Accounts, the Reed College of Media Innovation Center, new
food services including the Marketplace (Taziki’s, Little Donkey, a pizza shoppe, and
Mr. Kings Burgers and BBQ) as well as the rooftop restaurants (the Juice Bar and Octane
Lounge)
3. Which of these amenities are you most excited about?
4. Who do you think will benefit from using this building?
5. If you think you will benefit from using this building, what do you think you will use
the most?
6. If you live downtown, and plan to use the building, would you travel by PRT or would
you drive?
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6.1: Do you currently have a meal plan on campus? If no, why not? If yes, where are your
favorite places to eat?
6.2: What are your favorite bars on campus?
6.3: Do you typically buy coffee and if so, where do you typically buy it?
6.4: What food options do you think are lacking on campus?
Social Media 1. How do you find out about things going on around WVU? What channel of communi-
cation do you prefer to receive announcements of events around WVU?
2. What WVU social media accounts do you currently follow?
3. Who do you think does the best job of sharing information about WVU on social me-
dia?
4. Tell me about a social media campaign that you remember. What stood out to you?
5. Would you follow an account like the Mountainlair to be updated about their events?
Events
1. Now that you know a little about Crossings, tell me what types of events would you
attend to find out more?
2. What is the best time/day to have this type of event?
3. What would draw you to such an event?
Probe: Would you come to a behind the scenes hard hat tour if you knew you were some
of the first people to get to check out the space?
Probe: What information would you want to know about related to Crossings?
Probe: Since the new food options is one of the big draws, how would you propose we
create an event that gives people a sneak peak at what is to come?
Probe: Another exciting part about the space is all of the updated technology and innova-
tion opportunities. If you had the chance to play with new augmented reality, or virtual
reality technology, would you stop by Crossings for a sneak peak? When? Why?
Wrap up Before we finish up for today, is there anything else you’d like to add related to Evans-
dale Crossing that we haven’t already covered today?
We are at the end of our discussion for today. (Turn to note taker.)
Thank you so much for joining us today. This has been very helpful.
83
A.2 In-Depth Interview Guide
Consent to Participate in a Research Study
Process Evaluation of the Development of Evansdale Crossing with West Virginia Uni-
versity This study will be conducted by _________ and ________ will be taking notes.
Our main goal today is to understand your on-campus habits as well as knowledge of up-
coming campus developments.
Confidentiality: While we want to listen to and tell others about your experiences, I want
to assure you that your identity and all information you give us is strictly confidential.
We will not be reporting your names to anyone. We will not attach your name to any
comments you make and will change identifying details if we use your information in any
report.
Tape recording: So that I can focus on our discussion, I will be tape recording the inter-
view. Is that okay with you (if not, observer will need to take lots of notes!).
Reports: West Virginia University will be writing a report describing our findings, and in
which we will be making recommendations about changes. We will be analyzing the re-
sults for
Do you have any questions about what I’ve told you so far? (answer interviewees ques-
tions?
You will be given a copy of this consent form to keep for your records.
Once again, we thank you for taking time out of your busy schedule to participate in this
evaluation process.
Introduction I am a student in a capstone class at WVU. Partnering with College of Business and Eco-
nomics, our goal is to design, develop and execute a campaign, which will build buzz
about the potential to improve student and community life.
Our team has gathered a great deal of secondary research in order to aid us in finding out
more information on our target audiences. However, there are things that we cannot know
from secondary research that are vital parts in executing a successful campaign.
We have identified you as a key influencer in the community and would like to take 30
minutes of your time to ask some questions.
1. First, I have some questions about your general background information?
1.1 Tell me a little bit about the classes you teach.
1.2 What drew you to this field?
1.3 How close do you live to campus?
2. Now, I would like to ask you some questions about your perceptions of campus
life. 2.1 Which campus do you spend most of your time on? And why?
2.2 Of that campus is there a particular building or facility you enjoy the most?
*PROBE2.2.1: What about that spot are you most drawn to?
2.3 If you could arrange the campus to best fit your needs which facilities would be
within 5 minutes of one another?
2.4 What aspects of campus do you find lacking? If any?
3. Now that I have a better understanding of your perceptions, I’d like to talk more
about specific facilities of campus.
84
Mountainlair: 3.1 Do you frequently visit the Mountainlair? If so, for what reason? If not, why?
*PROBE 3.1.1: Are there any aspects you would change to better fit your needs?
3.2 Where do you frequently eat, study, or hangout between classes?
Food/Drink Options: 3.3 How often do you purchase meals in a week on campus?
*PROBE 3.4.1: Are those meals breakfast, lunch or dinner?
3.4 What are your favorite on-campus food options?
3.5 What types of food options would you like to see on campus?
3.6 What are your favorite off-campus food options?
Evansdale Crossing 3.7 What do you know about Evansdale Crossing?
3.8 How did you hear about Evansdale Crossing?
3.9 What do you hear people saying about Evansdale Crossing? If anything?
3.10 *List amenities* from the list of the amenities offered at Evansdale Crossing which
do you think will benefit you the most?
3.11 What things would you add to attract more students? Faculty? Community?
3.12 What do you see as possible concerns related to the Crossings development?
4. Now that we have a better understanding of specific campus features we would
like to talk about the social aspect of campus. 4.1 How do you generally find out about on-campus activities? Facebook? Mix email?
Twitter? Etc.? What would you change about the current medium in which you receive
messages about on-campus activities?
4.2 Which sponsored WVU accounts do you follow on any social media sites? If any?
4.3 What type of information do you pay attention to on these channels and why?
4.4 Which non sponsored WVU accounts do you follow on any social media sites? If
any?
4.5 Which channel do you think is the most effective? Why?
85
A.3 Pre-Survey
In the fall of 2015, Evansdale Crossing will be opening on Evansdale Campus. Evansdale
Crossing will serve as the Hub of Evansdale campus. Evansdale Crossing will be located
close to the Rec Center and the Engineering PRT. This survey is intended to gain
knowledge from students that take classes on Evansdale campus. We want to know your
opinions about the project, and your advice on how to communicate with you. Should you have any questions about this research project, please feel free to contact
Keryssa Slaubaugh at [email protected] or Erica Smith at [email protected].
Thank you for your time and help with this research study.
1.Are you aware of the new developments on Evansdale Campus?
_____Yes
_____No
2. How do you travel to Evansdale Campus?
_____PRT
_____Bus
_____Vehicle
_____Other_________________
3. If you drive to campus, where do you park?
________________________________________________________________________
________________________________________________________________________
________________________________________________________________________
__________________
4. Where do you spend most of your time between classes?
________________________________________________________________________
________________________________________________________________________
________________________________________________________________________
__________________
5. What do you usually do during your break? Check all that apply
_____Study
_____Meet with peers
_____Grab something to eat
_____Go home
_____Other
86
6. Which building(s) are most of your classes located in?
________________________________________________________________________
________________________________________________________________________
________________________________________________________________________
__________________
7. If you had the option to order food from your phone and arrange a pick-up time
for your
order, how likely would you use this?
_____Very Likely
_____Somewhat Likely
_____I don’t know
_____Somewhat Unlikely
_____Very Unlikely
8. Have you heard about Evansdale Crossing?
_____Yes
_____No
9. Which of the following amenities of Evansdale Crossing would you use the most?
Rank from 1-7 and 1 being the most used and 7 the least used)
_____PNC Bank with ATM
_____Barnes and Noble Bookstore
_____Student accounts and financial aid offices
_____Innovation lab with new technology
_____The Marketplace (Tazikis, Little Donkey Taqueria, Mr. Kings BBQ and Burg-
ers, and Pizza Concept
_____Gathering locations
_____Rooftop lounge (Octane Lounge)
10. On a scale from 1-5, how likely are you to use Evansdale Crossing? (Circle your
response)
(1 ) (2) (3) (4)
(5)
Never will use it Somewhat unlikely I don’t know Somewhat likely
Very likely
11. In your own words, what is your favorite part about Evansdale Crossing and
why?
________________________________________________________________________
________________________________________________________________________
________________________________________________________________________
__________________
12. Do you have meal plan?
87
_____Yes
_____No
(If you answered No, skip to question 13)
13. If yes, where do you eat the most on campus? (Check all that apply)
_____Bits and Bytes
_____Lyons Den
_____Brew n Gold Cafe
_____Café Evansdale
_____Summit Café
_____Arnold’s Diner
_____Boreman Bistro
_____Terrance Room
_____Da Vincis
_____Canavaugh’s
_____Eat Well Cafe
_____Mountainlair
14. How do you prefer to receive information about WVU? (Check all that apply)
_____Social media sites
_____Mix
_____Through friends
_____WVU newspapers
_____Other_________________
15. Are you active on social media?
_____Yes
_____No
16. Which social media sites are you most active on? (Choose one)
_____Twitter
_____Facebook
_____Snapchat
_____Instagram
_____Other_________________
17. What is your major?
________________________________________________________________________
______
18. What is your current year?
_____Freshman
_____Sophomore
_____Junior
_____Senior
_____Graduate
88
A.4 Focus Group Flier
89
B.1 Student Analysis Chart
*Bolded responses align with research questions*
Question Evansdale Students Reed Grad Students Student Influencers
How much time do you
typically spend on cam-
pus in between classes?
4-5 hours
3-4 hours
2-3 hours
9 hours
3 hours
5 hours
All day 2-8 hours (de-
pending on day)
4 hours
2-3 hours
All day (live on
campus)
Tell me about your fa-
vorite building on cam-
pus
ELC
Evansdale Li-
brary
Percival
Brew and Gold
Agriculture
building
Martin
Wood-
burn
Martin
Hall
Davis
College
Evans-
dale Li-
brary
Rec
Center
Downtown Li-
brary
Martin Hall
Engineering
Percival Hall
When you travel down-
town what is your pre-
ferred mode of
transport?
PRT
Car
PRT
Driving
Bus
Driving
PRT
Driving
PRT
How much have you
heard about Evansdale
Crossing?
Nothing
A little
Only have
seen it
Nothing
A little
Know
about
food
Not
much
Nothing
Somewhat
Just that people
are excited
Which of these ameni-
ties are you most excited
about?
lounge tables,
Food
Juice bar & Oc-
tane Lounge
Food options
Octane
Lounge
Food
Coffee
Food
Events
Juice Bar
Food options
Innovation Lab
Barnes & Noble
Coffee
If you think you will
benefit from using this
building, what do you
think you will use the
most?
lounge tables
Rooftop bar
Barnes and No-
ble
Restaurants
The bar
The food
options
Coffee
Food
Use it for the
REC
Food
Gathering place
90
Where are your favorite
places to eat on campus?
Bits and Bytes,
Evansdale Cafe
Arnold,
DaVinci’s
Any-
where
Bits N
Bites
Cavanaugh’s
Hatfield’s
Chick-Fil-A
Tazikis
Summit Dining
Hall
Eliza’s
Do you typically buy
coffee and if so, where
do you typically buy it?
Make at home
Brew and Gold
Dunkin
Donuts
At Home
Starbucks
Eliza’s
The Grind
Brew &
Gold
Make it at home
Brew n Gold
NOT Starbucks
Starbucks
How do you find out
about things going on
around WVU? What
channel of communica-
tion do you prefer to
receive announcements
of events around
WVU?
Word-of-
mouth
The DA
Yik Yak
Friends
Insta-
gram
Not Face-
book
Mix
Stu-
dent’s
talking
Face-
book
DA
WVU
Today
RubberU
Would you follow an
account like the Moun-
tainlair to be updated
about their events?
Would follow
but don’t
check often
Should make
all under one
account with
hashtags
Yes
No
Yes yes
No
Yes
Now that you know a
little about Crossings,
tell me what types of
events would you at-
tend to find out more?
Luncheon or
Dinner
Tastings
Cook out
Open bar
Taste
testing
Chef
meet and
greet
Technol-
ogy demo
promo-
tions
food
tastings
cook-
outs
Promotion or
deals
Taste testing
Open Bar
91
What is the best
time/day to have this
type of event?
Friday or Satur-
day evenings
Weekdays
10:30-4
Midday
Midday
Friday
Saturday
Not Sun-
day
Friday
Sunday
Dinner
Night
Middle of day
What would draw you
to such an event?
Prizes, food,
or games
Free things
Dunk tank
Raffles
Music
Coupons
Givea-
ways
Free
things
Cou-
pons
Food
Music
Coupons
Giveaways
How would you like to
hear about an upcoming
event like this?
Telling RA’s,
bulletin boards
Gordon Gee
WVU
Today
Would you come to a
behind the scenes hard
hat tour if you knew you
were some of the first
people to get to check
out the space?
Yes
No
Depends on my
schedule
Yes No No but would
watch it
No
Since the new food op-
tions is one of the big
draws, how would you
propose we create an
event that gives people
a sneak peak at what is
to come?
Samples
Free things
Coupons
Food Stand
Specials
Free
things
T-Shirts
Food
voucher
Stickers
Meeting
the chefs
Bro-
chures
Sam-
ples
Cou-
pons
Free
items
Samples
Coupons
Another exciting part
about the space is all of
the updated technology
and innovation opportu-
nities. If you had the
chance to play with new
augmented reality, or
virtual reality technol-
ogy, would you stop by
Yes
Yes, have not
seen this type
of technology
before
Yes Yes
Maybe
Yes
I would love
to experience
and learn
something
new.
92
Crossings for a sneak
peak? When? Why?
B.2 Employers and Faculty/Staff Analysis Chart
Question Staff/ Faculty Employers
Which campus do you spend most of
your time on? And why?
Engineering
Traveling
Evansdale
Downtown Campus
Do not spend time on campus
What things would you add to attract
more students? Faculty? Community?
Parking
Starbucks
Themed events
Food
Outdoor seat-
ing
Technology
Meeting rooms
Class rooms
Reliable Wi-Fi
Shops
Faculty- Activities (sporting and music
events)
Events to get the community involved
Parking
What aspects of campus do you find
lacking? If any?
Parking
Places to dine
Outdoor seat-
ing
Walk friendly
Food options
Convenient
items
There are parking issues around cam-
pus, which makes it inconvenient to
visit.
None
What are your favorite on-campus food
options?
N/A usually
pack lunch
Bits and Bytes
Da’Vincis
Health Sci-
ences
Chick-Fil-a
Tazikis
Burger King
93
What are your favorite off-campus
food options?
Any restau-
rants down-
town
Buffalo Wild
Wings
Burger King
Taco Bell
Panera
Jimmy Johns
5 Guys
Fresh salads
Grilled foods
Subway
Mexican and Olive Garden
Mexican
Applebees
What do you know about Evansdale
Crossing?
Projected time-
lines and
placement of
building
Quite a bit
It is under con-
struction
Has an eleva-
tor
Nothing
Shops and res-
taurants
I don’t know anything about this pro-
ject.
Not familiar with Evansdale crossing
Which amenities do you think will
benefit you the most and why?
Rooftop bar
and lounge
Office space
Restaurants
Barnes and
Noble
Technology
Meeting space
Events
I don’t think it will benefit me because
I work at Ruby. Its inconvenient for me
to go to this new building.
It may not benefit me as much as my
daughter when she attends college at
WVU.
Would not benefit me personally, but I
think it will be good for students and
give many options for food so that they
don’t have to travel elsewhere
What do you see as possible concerns
related to the Crossings development?
ease of student
access for
commuters
I think it would be good for the stu-
dents and community as somewhere to
gather.
94
Parking Parking
What is your attitude towards public-
private partnerships?
N/A Nonexistent
Negative because I think it takes work
away from local companies
What channels are the most effective
for communication related to Univer-
sity announcements?
Maybe Face-
book
95
B.3 Focus Group Transcription
Evansdale Campus Students Focus Group
February 20, 2015
Lyon Tower Jean Benson Lounge
1:00-3:00 p.m.
Moderator: Carley Franks
Participants: Maria & Alexis
Note taker: Keryssa Slaubaugh
--
Thank you all for agreeing to participate in our focus group today. My name is Carley
Franks and I will be facilitating the focus group discussion today. This is Keryssa
Slaubaugh, and she will be taking notes as we discuss your opinions and issues about
how you use the student unions on campus, as well how you obtain news about WVU.
The purpose of this discussion today is for us to get a feel for your likes and dislikes to-
wards the food available on campus, hang out spots between classes and platforms you
use to hear the latest news about WVU. We're interested in your honest opinions, so
please feel free to say what's on your mind. At the same time, it's important that we all re-
main respectful of one another and encourage everyone to participate.
We realize that you are very busy and have many other things that you could be doing
with your time, so we really appreciate your agreeing to be here.
Before we begin, I wanted to remind you that we've brought a digital recorder so that we
don't miss anything you say. The discussion will last about an hour; there are several
questions to cover, so at times I may need to move us along. Also, I ask that you do not
discuss what you've heard in this room after the focus group is over. Remember that you
do not have to answer any question that you are uncomfortable with, and most im-
portantly, there are no right or wrong answers.
Warm-Up OK, let's get started. I'd like to begin by asking each of you to introduce yourselves. Give
us your first name, age, major, area where you are currently living and what is your fa-
vorite building on campus is and why.
Participant 1: Maria-Freshman Nutrition
Participant 2: Alexis Freshman Business
Hang out spots M: How much time do you typically spend on campus in between classes?
Participant 1: Not that long because my classes are back to back
Participant 2: Same as her. I tried to schedule my classes back to back so that I wouldn’t
have a lot of breaks.
M: Where are some typical hang out spots for you? (The Mountainlair, outside class-
room, library, Starbucks?)
Participant 1: Liar and Library. It depends how far I want to walk that day.
Participant 2: Liar
M: Where in the Lair do you hang out?
Participant 1: I sit in the food area but sometimes it’s really crowded so I go and sit in the
lounges.
96
Participant 2: If I’m getting food then I obviously sit in the food table area, but if not I go
and sit in the Vandalia Lounge and just like sit there.
M: Would there been any other places that you go to besides campus related between
classes?
Participant 1: If I’m down by the Life Sciences building and I have time, I usually go up
on the floors because it’s quiet and it’s more private.
Participant 2: No.
Evansdale Crossing M: How much have you heard about Evansdale Crossing?
Participant 1: I haven’t heard about it.
Participant 2: Me either.
M: Did you know that it will host over 100,000 square feet and will connect upper and
lower parts of the Engineering campus. The Crossings will offer two classrooms, 2-story
Barnes and Noble, Student Accounts, the Reed College of Media Innovation Center, new
food services including the Marketplace (Taziki’s, Little Donkey, a pizza shoppe, and
Mr. Kings Burgers and BBQ) as well as the rooftop restaurants (the Juice Bar and Octane
Lounge)
Participant 1: No
Participant 2: No
M: Which of these amenities are you most excited about?
Participant 1: I mean it would be nice for upcoming freshman to have a “Mountainlair”
because the dining halls aren’t always appetizing and it’s a pain to have to go all the way
to the Mountainlair so we can use our meal plan there. So it would be really nice to have
something like the Lair here with different food choices, so we could use our meal plan.
It wouldn’t be a hassle going back and forth.
Participant 2: Defiantly the food. It sucks living here. The food would make it better.
M: Who do you think will benefit from using this building?
Participant 1: Nutrition majors. The places they have over here are always packed and by
the time your break is over, you are still waiting in line. So you wasted your break wait-
ing in line. You could always walk to Towers, but its cold so be my guest.
Participant 2: Defiantly people who live at Towers
M: Out of all of the food vendors, which one did you like the most?
Participant 1: It depends like what kind of mood I’m in but they all seem good. Because
I’m a Nutrition major, I feel like there should be healthier options for students. Like a
Saladworks. We don’t eat very well in West Virginia so this would be a good way to kick
start the healthy aspect.
Participant 2: All of them
Questions that all participants have is will dining dollars be accepted as well as mounty
bounty? Because I know that the Mountainlair has weird hours about when you can swipe
or whatever. Would it be the same thing here? From 10:30-4, you can’t use your meal
swipe which is the only time people want to eat so you are forced to eat at the dining
halls.
M: If you live downtown, and plan to use the building, would you travel by PRT or
would you drive?
None of the participants lived downtown or had a car.
97
M: Do you currently have a meal plan on campus? If no, why not? If yes, where are your
favorite places to eat?
Participant 1: Yes; Taziki’s, Chic Fil A. I had to adjust my eating habits because of the
busier restaurants.
Participant 2: Yes; Taziki’s, Sbarro, Summit
**Eliza’s you cannot use your meal plan.
M: What are your favorite bars on campus?
Participant 1: Whisper and Bent
Participant 2: Cellar is not a good place to go. Boston Beanery. Pub Styles
M: Do you typically buy coffee and if so, where do you typically buy it?
Participant 1: Yes Brew and Gold and Keurig
Participant 2: Yes Starbucks and Brew and Gold
M: What food options do you think are lacking on campus?
Participant 1: Healthier options
Participant 2: More variety of
Social Media M: How do you find out about things going on around WVU? What channel of commu-
nication do you prefer to receive announcements of events around WVU?
Participant 1: Twitter and email
Participant 2: Twitter and email
M: What WVU social media accounts do you currently follow?
Participant 1: Twitter
Participant 2: Yik yak
M: Who do you think does the best job of sharing information about WVU on social me-
dia?
Participant 1: Facebook and Twitter
Participant 2: @WVUCrushes and Facebook
M: Tell me about a social media campaign that you remember. What stood out to you?
Participant 1: #respectfulmountaineer and greek life
Participant 2: Greek Life social media
M: Would you follow an account like the Mountainlair to be updated about their events?
Participant 1: Yes because other people besides people involved in certain events. It
would help other people out so more people would be involved besides the people who
are in the organizations. It would helpful to see what is going on in the Lair every day.
Participant 2: Probably wouldn’t follow it. I would just look it up.
Events M: Now that you know a little about Crossings, tell me what types of events would you
attend to find out more?
Participant 1: Up All Night-during finals week more options
Participant 2: Up All Night past 8PM can’t find food
M: What is the best time/day to have this type of event?
Participant 1: Night time
Participant 2: Night time
M: Would you come to a behind the scenes hard hat tour if you knew you were some of
the first people to get to check out the space?
Participant 1: Yes
98
Participant 2: Yes
M: What information would you want to know about related to Crossings?
Participant 1: You pretty much told us everything we need to know.
Participant 2: Same as her.
M: Since the new food options is one of the big draws, how would you propose we cre-
ate an event that gives people a sneak peak at what is to come?
Participant 1: Coupons and Visual Tour
Participant 2: Visual of the Evansdale Crossing and Place to print fast and go. Not to take
away from the Library because it’s nice but it would be convenient if you were in Evans-
dale Crossing.
**Visual Tour would defiantly be beneficial for all students
M: Another exciting part about the space is all of the updated technology and innovation
opportunities. If you had the chance to play with new augmented reality, or virtual real-
ity technology, would you stop by Crossings for a sneak peak? When? Why?
Participant 1: It depends what’s going on because I am not that familiar with technology.
Participant 2: Yes
Wrap up Before we finish up for today, is there anything else you’d like to add related to Evans-
dale Crossing that we haven’t already covered today?
We are at the end of our discussion for today. (Turn to note taker.)
Thank you so much for joining us today. This has been very helpful.
The two participants said that the virtual tour should include athletes, President Gee,
SGA President and students from all majors. The convenience of the Mountainlair hours
8-10:30 and Dining dollars 10:30-4. This is an inconvenience for many students on Ev-
ansdale. They also said that they interested in getting Gee Mail.
99
February 22, 2015
Evansdale Library Room 202
8 p.m.
Moderator: Sierra Halstenberg,
Participants: JR Measures, Jack Corney, Alanna Zeris, Bryson Wood, Domenick
Cipolloni, Mathias Ngeng
Note taker: Erica Smith
--
Thank you all for agreeing to participate in our focus group today. My name is Sierra
Halstenberg and I will be facilitating the focus group discussion today. This is Erica
Smith, and she will be taking notes as we discuss your opinions and issues about how you
use the student unions on campus, as well how you obtain news about WVU. The pur-
pose of this discussion today is for us to get a feel for your likes and dislikes towards the
food available on campus, hang out spots between classes and platforms you use to hear
the latest news about WVU. We're interested in your honest opinions, so please feel free
to say what's on your mind. At the same time, it's important that we all remain respectful
of one another and encourage everyone to participate.
We realize that you are very busy and have many other things that you could be doing
with your time, so we really appreciate your agreeing to be here.
Before we begin, I wanted to remind you that we've brought a digital recorder so that we
don't miss anything you say. The discussion will last about an hour; there are several
questions to cover, so at times I may need to move us along. Also, I ask that you do not
discuss what you've heard in this room after the focus group is over. Remember that you
do not have to answer any question that you are uncomfortable with, and most im-
portantly, there are no right or wrong answers.
OK, let's get started. I'd like to begin by asking each of you to introduce yourselves. Give
us your first name, major, area where you are currently living and what is your favorite
building on campus is and why.
M: How much time do you typically spend on campus in between classes?
P: A few hours
P: I usually spend about five or six hours, I go there for class and stay there and study. If I
come back home I won’t get any work done.
P: Yeah I agree. In between classes I have 2-3 hours
P: I’m about 3-4 hours
P: Same
P: My biggest gap in between classes is an hour.
M: Where are some typical hang out spots for you? (The Mountainlair, outside class-
room, library, Starbucks?)
P: Percival lobby
P: Percival, which is where I spend all my time studying
P: Brew and Gold, so that I can grab a coffee
P: The agriculture building
P: Same, that’s where all my classes are so I can stay in that one building throughout the
day
M: Where do you think would be good locations for new hang out spots?
P: Near the rec and PRT
100
P: Same, that location is prime location
P: That is the perfect location
P: I agree. We need to have things like bowling and arcade somewhere on this campus.
P: The basement of the agriculture building, there is nothing but vending machines and
it’s a wide open space.
M: How much have you heard about Evansdale Crossing?
P: I have never heard of it before today
P: I looked it up online but I don’t know what’s going inside the building
P: I just recently found out its going to be like the Mountainlair
P: I have heard about it a little
P: I only have seen the connecting bridge to the PRT and the construction
P: It sounds pretty cool, but I don’t know a lot about it.
M: Did you know that it will host over 100,000 square feet and will connect upper and
lower parts of the Engineering campus. The Crossings will offer two classrooms, 2-story
Barnes and Noble, Student Accounts, the Reed College of Media Innovation Center, new
food services including the Marketplace (Taziki’s, Little Donkey, a pizza shoppe, and
Mr. Kings Burgers and BBQ) as well as the rooftop restaurants (the Juice Bar and Octane
Lounge)
M: Which of these amenities are you most excited about?
P: I think the Barnes and Noble will be pretty exciting
P: Rooftop bar
P: Rooftop bar most definitely
P: Same for me the bar
P: I say the food
P: number one is the bar but second would be food
M: Who do you think will benefit from using this building?
P: Right now engineering students but I think it will also attract more people to want to
do engineering
P: It will make the freshman experience better
P: More people will want to live by Evansdale
P: It might make kids downtown want to get up and actually attend class on Evansdale
P: Yeah I would say students benefit the most
P: I agree with that.
M: If you think you will benefit from using this building, what do you think you will use
the most?
P: Engineers and freshman
P: definitely because freshman are right there
P: (nodding heads in agreement)
P: (nodding heads in agreement)
P: I agree
P: (nodding heads in agreement)
M: If you live downtown, and plan to use the building, would you travel by PRT or
would you drive?
P: They need more parking space in order for me to drive, so PRT
P: I would still have to park at the Coliseum
P: I can drive but I choose not to, so PRT
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P: I would ride the PRT
P: The PRT’s not reliable
P: I might ride the PRT about 25% more.
M: Do you currently have a meal plan on campus? If no, why not? If yes, where are your
favorite places to eat?
P: Yes, after my first semester I tried to cancel it because I never use my meal plan I just
order food all the time.
P: No
P: No
P: No
P: No
P: No
M: Would you be more inclined to purchase meal plan with the new food options we
talked about?
P: Yeah
P: Yeah I would probably get meal plan since that’s where I spend all day anyways
P: Maybe I would purchase the smallest plan
P: Those options sound way better than the ones here now, so yeah I would get one
P: A lot of people go all the way downtown just to go to chick fil a and burger king for
meal plan but now they won’t have to
M: What are your favorite bars on campus?
P: Fats
P: Fats
P: Fats, Joes
P: Whichever one will let me in
P: I’m not 21 yet but I like Bents because on Wednesdays they are 18 and up
P: Fats
M: Do you typically buy coffee and if so, where do you typically buy it?
M: Are you coffee drinkers?
P: Nope
P: Honestly I didn’t start getting into coffee until this semester
P: I make my own coffee
P: I do Brew and Gold
P: I only grab it when they have free coffee at the PRT station
P: Same, which isn’t very often
M: What food options do you think are lacking on campus?
P: Chipotle
P: Taco Bell, I’d like it on meal plan
P: Chinese food
P: Panda express, or PF Changs
P: Maybe a seafood place somewhere nearby
M: How do you find out about things going on around WVU? What channel of commu-
nication do you prefer to receive announcements of events around WVU?
P: I think word-of-mouth
P: Maybe Facebook and like The DA
P: The DA
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P: Yeah I honestly read that like once or twice a week
P: just word-of-mouth
M: What WVU social media accounts do you currently follow?
P: The bars
P: I don’t follow any in particular, maybe WVU crushes
P: The dorms but I ignore most of what they say
P: Yeah the bars
P: Same
P: I agree.
M: Who do you think does the best job of sharing information about WVU on social me-
dia?
P: WELLWVU
P: I really only see information on bulletin boards
P: The Mountaineer fan pages
P: (nodding heads)
P: I agree, I don’t really follow any WVU accounts so I don’t really know
P: Same here
M: Tell me about a social media campaign that you remember. What stood out to you?
P: I really liked the #WhyWVU people write in why they chose WVU and things like that
P: I don’t really know
P: I’m not familiar with any campaigns
P: Same
P: Same
P: Same
M: Would you follow an account like the Mountainlair to be updated about their events?
P: Oh yeah, if they had an official Mountainlair account I would
P: That’d be pretty cool
P: They should do that, I would follow it
P: It’d be nice to get updates on what’s going on so yeah
M: Now that you know a little about Crossings, tell me what types of events would you
attend to find out more?
P: Maybe a BBQ
P: Open bar
P: Anything with food I’d stop by at least for a little
P: Free food will attract everyone
P: Maybe like a band or something, I would get like a student band to play
P: Dunk tank with professors
M: What is the best time/day to have this type of event?
P: Midday
P: Any sunny day
P: With an open bar I would do around 5
P: Any weekend probably
P: A nice day outside
P: yeah
M: What would draw you to such an event?
P: Free food
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P: Food
P: Prizes or raffles
P: Music
P: Inflatables or trampoline
M: Would you come to a behind the scenes hard hat tour if you knew you were some of
the first people to get to check out the space?
P: I would
P: No, probably not
P: Nope
P: I mean I might but if I don’t have anything else going on
P: I really don’t know
M: What information would you want to know about related to Crossings?
P: When is it scheduled to be done?
M: Projected to be completely done by October
P: (Shaking head no)
P: (Shaking head no)
P: (Shaking head no)
P: (Shaking head no)
M: Since the new food options is one of the big draws, how would you propose we create
an event that gives people a sneak peak at what is to come?
P: Food stand
P: Free samples
P: Specials or coupons of the restaurants
M: A big thing with these new restaurants is the Southern chef inspired concepts, would
you want to meet these chefs and have an event surrounding them?
P: Yes! That would be cool to meet them
P: I don’t know if that would really draw me in, but it would be cool
M: Another exciting part about the space is all of the updated technology and innovation
opportunities. If you had the chance to play with new augmented reality, or virtual real-
ity technology, would you stop by Crossings for a sneak peak? When? Why?
P: Yeah
P: Yeah it sounds pretty sweet
P: I’m interested in the virtual reality stuff
P: Ooh that would be so cool
M: Before we finish up for today, is there anything else you’d like to add related to Ev-
ansdale Crossing that we haven’t already covered today?
P: I think that this Crossings is a great idea.
M: Yeah are you guys excited about it?
P: Yes.
P: Long overdue
P: It can change the way people see Evansdale campus.
We are at the end of our discussion for today. (Turn to note taker.)
Thank you so much for joining us today. This has been very helpful
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February 26, 2015
Martin Hall Room 103
4:00 p.m.
Moderator: Erica Smith
Participants: Megan Ebbeskotte, Kimberly Dutcher, Elizabeth Frattarole, Taylor,
Alex, Kennedy Moser, Keith Pitts
Note taker/Transcriber: Nicole Marcus
--
Thank you all for agreeing to participate in our focus group today. My name is Erica
Smith and I will be facilitating the focus group discussion today. This is Nicole Marcus,
and she will be taking notes as we discuss your opinions and issues about how you use
the student unions on campus, as well how you obtain news about WVU. The purpose of
this discussion today is for us to get a feel for your likes and dislikes towards the food
available on campus, hang out spots between classes and platforms you use to hear the
latest news about WVU. We're interested in your honest opinions, so please feel free to
say what's on your mind. At the same time, it's important that we all remain respectful of
one another and encourage everyone to participate.
We realize that you are very busy and have many other things that you could be doing
with your time, so we really appreciate your agreeing to be here.
Before we begin, I wanted to remind you that we've brought a digital recorder so that we
don't miss anything you say. The discussion will last about an hour; there are several
questions to cover, so at times I may need to move us along. Also, I ask that you do not
discuss what you've heard in this room after the focus group is over. Remember that you
do not have to answer any question that you are uncomfortable with, and most im-
portantly, there are no right or wrong answers.
OK, let's get started. I'd like to begin by asking each of you to introduce yourselves. Give
us your first name, major, area where you are currently living and what is your favorite
building on campus is and why.
Warm-Up M: Give us your first name, age, major, area where you are currently living and what is
your favorite building on campus and why.
P: Alex- 20 – advertising major – Pierpont – Martin, because I’m there all the time
P: Megan- 20 – public relations – Mountainlair, because it has food
P: Liz- 19 – public relations – Willey St – Mountainlair, because it has food
P: Devon- 21 – broadcast journalism – Metro Apartments – Martin, because I basically
live here
P: Keith- 24 – strategic communication – West Run Apartments – Martin
P: Kennedy- 21 – advertising – sorority house – Woodburn, because it’s pretty
Hang out spots M: How much time do you typically spend on campus in between classes?
P: Don’t ever go home
P: 8 a.m.–5:30 p.m.
P: 10 a.m.–3:30 p.m.
P: 8:30 a.m-4 p.m.
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P: 8:30 a.m.-2 p.m.
P: 8:30 a.m.-5 p.m.
M: Where are some typical hang out spots for you? (The Mountainlair, outside class-
room, library, Starbucks?)
P: The Mountainlair, especially recently because Well WVU has fruit and healthy
food. So there or the library
P: The library. I don’t really hang out there, but I am there a lot.
P: The Mountainlair or Martin
P: I’m usually at the Evansdale library or CAC.
M: Where do you think would be good locations for new hang out spots?
P: I think the Mountainlair and where Barnes & Noble is. Those are like two prime
spots.
P: I wish there was more seating in the lair or Barnes & Noble.
P: The main problem is with seating and parking. (Everyone said yes in agreement).
P: They definitely need more of that.
P: Or maybe a revamping of the Mountainlair, just because it’s been the same. They
need something new.
Evansdale Crossing M: How much have you heard about Evansdale Crossing?
P: I know there is supposed to be a new media innovation lab on it. So, I think that’s re-
ally exciting because we’ve been to the one upstairs and it’s really cool and there are a lot
of things to engage in with that and it gives you a lot more opportunity. Especially on the
Evansdale campus because I live over on that side and I won't have to come all the way
down here a lot. I also like that it goes all the way up to the PRT because I’m a little lazy
sometimes. And there’s supposed to be food in it, right? I heard it supposed to be a
“mini-Mountainlair.” So I think that’s kind of cool to bring both campuses together and
kind of combine them. Now it’s not like just everything is downtown or everything is on
Evansdale.
M: Has anyone heard anything else?
P: I think that pretty much covered it.
P: I’m always downtown. Like I live downtown, I haven’t lived on Evansdale since I
was a freshman in Towers and even then I was always downtown for classes and every-
thing so I think it’s great because I have so many friends that are on Evansdale and just
have so many classes there and are there all the time and hate that they have to come back
and forth.
P: It just gives more opportunity for people living there.
M: Did you know that it will host over 100,000 square feet and will connect upper and
lower parts of the Engineering campus. The Crossings will offer two classrooms, 2-story
Barnes and Noble, Student Accounts, the Reed College of Media Innovation Center,
which will have virtual reality and augmented reality. I don’t know if you guys know
about that. It’s like the 3-D thing that can come out of your phone.
P: Like a hologram?
M: Yes. That will all be over there for Reed students only.
P: That’s awesome.
M: There will also be new food services including the Marketplace (Taziki’s, Little Don-
key, a pizza shoppe, and Mr. Kings Burgers and BBQ). With that there will also be kiosk
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order. Basically what it is, is a glass wall that is multi-touch. You can touch wherever
you are and it will pop up with all the restaurants and menu. You can also schedule your
pickup time. It will also have the PRT schedule right next to it.
P: So, when is this all supposed to be done by?
P: Yeah, right? (laughs)
M: I think they said 50% of the building will be done by May and then some parts will be
open in August and completed by the end of the year.
P: What parts?
M: I think they are aiming for food first.
P: Thank God.
M: Also with that, there is phone ordering. Each individual restaurant will have its own
app, which you can download. And all of these restaurants will be under the meal plan.
P: That saves a lot.
M: And then the rooftop will have a juice bar with smoothies and juice and then the Oc-
tane Lounge will be coffee in the morning and lunch and wine and beer at night.
P: Oh, that’s sweet.
P: What?
P: That’s going to be awesome.
P: Can they do that over here (downtown)?
M: They will also have their own roasting room. I don’t know if you guys are coffee
people, but they will roast their own beans in this room and you can go in and try new
coffee.
M: I know that was a big list, from that which of these amenities are you most excited
about?
P: None of it! I’m going to be gone. I’m graduating in May. Where was this a few years
ago? (jokingly)
P: Food and the bar when I turn 21.
P: The bar.
P: I like the idea of the wall where you can order it, because I hate waiting in line. It’s
just awful. And then you said that there are pick up times you can schedule?
M: Yes.
P: That’s really convenient too because I’m always running around and only have like
five minutes to get food and it usually takes you longer.
P: I like that it’s so convenient.
P: It’s just exciting to see the expansion and the technology that’s going to go into
it. Although I’m not going to be here, it’s nice to see that people coming in get to experi-
ence it. And I feel like I can kind of say, well I was here and I helped build that. Like
they used our feedback.
P: The food. Just because there is nothing over there.
P: There really isn’t.
P: Maybe they should make it a little bit healthier though.
P: Yeah (everyone in unison.)
M: Actually, all four of those restaurants are very healthy. They might be a little bit more
expensive because they are healthier options. I forgot to mention this before, but all four
of the restaurants are inspired by famous southern chefs. They have sat down and created
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a menu for them. Some of the chefs have been on The Food Network and cooking chal-
lenge shows. Does that excite anyone?
P: That’s cool.
P: The food should be pretty good then.
M: Who do you think will benefit from using this building?
P: Is it going to be for all journalism students? Because I heard that those innovation
labs are basically only going to be used by the new major they are adding to the journal-
ism school, which is movie production and editing. So will that be able to be used by
everyone?
M: It will be for all Reed students. Anyone else that you think could benefit?
P: Definitely freshmen. (Yes in unison)
P: They will love it.
P: Or engineering students.
P: Anyone who spends a lot of time over there.
P: Even people from other schools I think will come and flock to that because of the food
options and the technology. So I think everyone will.
P: And like people that go to the CAC. You know there are always a ton of events going
on over there. And since that’s obviously really close to it, it’s a good option to go to.
M: If you think you will benefit from using this building, what do you think you will use
the most?
P: The rooftop bar.
P: Food.
P: Yeah probably the food.
P: Food.
P: That’s probably what most people are going to be going there for and doing that whole
pick up thing.
P: Just because it’s so close. Literally, it’s like a five minute walk from anywhere.
M: And it’s directly connected to the PRT station so as soon as you get off, you just have
to walk across a bridge and you are in the building.
P: I feel like too because it looks like there is space for outdoor seating. I feel like dur-
ing the nicer months, it’s going to be really busy because on Evansdale, I feel like there’s
not that much seating outside. All you have is that tiny space over at engineering. So I
feel like a lot of people are going to go there.
M: If you live downtown, and plan to use the building, would you travel by PRT or
would you drive?
P: Drive
P: Drive
P: Drive
P: Probably drive, but I mean if the PRT is right there then maybe the PRT.
P: I just know that people get stuck on the PRT.
P: Yeah, that’s the only thing.
P: Walking to the PRT is kind of far from where I live. It’s easier if I just walk outside
to my car and drive.
P: What are they doing about parking over there?
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M: There whole thing in the master plan is to have the Evansdale campus to be com-
pletely walkable. So they are pretty much limiting the parking to try and make it a more
“green” campus.
P: Yeah, because right now there is so much congestion with trying to go to the
gym. It’s literally like a mess.
P: I think a lot more people would take the PRT if it didn’t get stuck so much.
P: Yeah and when its negative temperatures and you have to stand out there in the cold.
P: For people who live off campus sometimes it’s a lot more difficult to get to the
PRT. There isn’t a station to park at and ride it. Like I live at Chateau, which is next to
the stadium, so it’s a 15-20 minute walk for me to get there.
P: I mean are there going to be more bus routes then, going to the PRT station or going
to Evansdale because if you live at The Domain, there is not PRT. You are basically just
relying on buses to get to the Evansdale campus. They would need to up the amount of
times they travel there.
P: There needs to be more trains running on the PRT.
P: This raises more questions too, because if they are going to have more people using
the engineering PRT stop, then are they ever going to open that second platform that they
have and is never open?
M: Do you currently have a meal plan on campus? If no, why not? If yes, where are your
favorite places to eat?
P: No.
P: Yes. Anywhere. I am really not picky.
M: What are the hours you can use the meal plan in the Mountainlair?
P: After 4 p.m.
P: I think until 9 p.m.
P: Which is pretty awful.
P: They have Mounty Bounty, which you can use whenever.
M: For those of you that don’t have a meal plan, why not?
P: It’s cheaper to buy food.
P: My parents give me money to go shopping.
P: I live in my sorority house and we have a chef that makes all of our meals. So, that’s
like my meal plan.
M: What are your favorite bars on campus?
P: Fat Daddy’s
P: Joe Mama’s
P: Big Times
P: Big Times. I work there so I love Big Times.
P: Back Door
P: Joe’s
P: Joe’s
P: Summertime on Bent’s patio
M: Do you typically buy coffee and if so, where do you typically buy it?
P: The Grind
P: Dunkin Donuts
P: I don’t really drink coffee.
P: Starbucks
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P: I’ve recently become a coffee drinker. I’ll either make it at home or I guess I love
Starbucks, but that’s expensive.
P: Brew & Gold
P: Eliza’s
M: What food options do you think are lacking on campus?
P: Healthy (everyone agreed).
P: I’m not a vegetarian, but sometimes I like to eat vegetarian and there are no vegetarian
options on campus.
P: Something like Salad Works that is closer.
M: Even if it was more expensive?
P: Absolutely
P: I probably would.
P: Yeah, even if it was more expensive because it’s convenient and its healthy.
P: I think I would go for a healthier option any day.
P: It might encourage older students to get a meal plan because that’s another reason
why I don’t have a meal plan because there are no healthy options.
Social Media M: How do you find out about things going on around WVU? What channel of commu-
nication do you prefer to receive announcements of events around WVU?
P: Twitter
P: Twitter
P: Twitter
P: Yeah, or Yik Yak.
P: Yeah, Twitter. I guess Instagram too. I can always tell what events are going on,
whether it’s at a bar or people outside the Mountainlair campaigning for something. You
can figure that out by the pictures they posted whether it’s on the discovery page or if you
follow people. I feel like Facebook is falling off.
P: Yeah, it’s for our parents.
M: What WVU social media accounts do you currently follow?
P: Well, because of WVU News, I follow a lot of WVU accounts, like all the sports
teams and a lot of restaurants.
P: The wellness one.
P: I know I follow some. I just can’t remember which ones they are.
M: Who do you think does the best job of sharing information about WVU on social me-
dia?
P: I would say Eric Minor. He is always on and I get emails from him every other day.
P: Eric Minor and Daniel Brewster.
P: I know a lot of the sports teams are really good about tweeting out stuff.
P: The Mountaineer and Gordon Gee.
P: Michael Garcia is really good about tweeting out events and where he is going to be
and what he’s doing. Same with Gordon Gee. He will just tweet about anything.
M: Tell me about a social media campaign that you remember. What stood out to you?
P: Respectful Mountaineer. I just thought it was good to see like that we were trying to
get a better light on our students at WVU.
P: The Don’t Hate ones. It’s a celebrity thing they do. I forget.
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P: There was like a Why WVU thing going around. My friend was doing that and that
had a lot of feedback. Everyone started to hashtag #WhyWVU and started saying posi-
tive things about WVU and why chose WVU. I thought it was really good.
P: The biggest thing for me was the Ice Bucket Challenge. It was cool just to see every-
one go through with it.
M: Would you follow an account like the Mountainlair to be updated about their events?
P: Yes.
P: Yes.
P: Yes.
P: Yes.
P: Yes.
M: I know some people were saying that having to follow each building was tedious and
they would want to change it so there was just one WVU account and just follow the
hashtags that they sent out. (Like #Mountainlair) How do you guys feel about that?
P: I think it would be easier if it just popped up. Rather than me having to go and search
for a hashtag. Because if I something about an event going on and the Mountainlair
tweeted it out, I would be compelled to be like oh that’s cool and I’ll go to that, rather
than being like I wonder what’s going on at the Mountainlair today and searching.
P: I mean when I check Twitter for the most part, its usually I just look real quick and
done.
Events M: Now that you know a little about Crossings, tell me what types of events would you
attend to find out more?
P: Maybe if they had like a mockup of what it’s going to look like and the innovation
labs are going to look like around Martin or somewhere around here. I would definitely
go to that, just to see what kind of technology they have.
P: Or what the food is. Like a tasting.
P: Taste testing (everyone agrees)
P: Or a coffee and wine tasting.
M: What is the best time/day to have this type of event?
P: I don’t have classes on Friday and I’m sure a lot of other students don’t. So I would
say Friday, midafternoon, before happy hour.
P: Yeah.
P: Yeah.
P: Not Monday to Thursday.
P: Maybe a Saturday, but not Sunday.
P: Midday Saturday.
M: What would draw you to such an event?
P: Free things. (All in agreement)
P: Honestly, if you are giving away free t-shirts or something, I’ll be there
M: Would you come to a behind the scenes hard hat tour if you knew you were some of
the first people to get to check out the space?
P: Yeah, that would be pretty cool.
P: Yeah. (Rest of group agrees)
M: What information would you want to know about related to Crossings?
P: Did we talk about the hours that things will be open?
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M: All we know so far is that the Octane Lounge will be open until 11 p.m. I don’t think
they have set it yet, because they were thinking about offering breakfast if students would
be in to that. What do you guys think about that?
P: I say breakfast 100%.
P: Yes (everyone).
P: And it doesn’t even need to be like a sit down breakfast. A grab and go would be
good.
M: What time would you want it to end?
P: 11 a.m.
P: Never. All day.
P: 12:30.
P: All day.
P: Breakfast ends too early at the Mountainlair.
M: Since the new food options is one of the big draws, how would you propose we create
an event that gives people a sneak peak at what is to come?
P: Maybe like meeting the actual chefs.
P: Maybe a little booth with like the menus and a setup of what it will look like and have
someone stand there and hand out brochures or bumper stickers.
P: Or handing out anything. Again, people love free stuff. Like if they can get some-
thing with the logo on it, they will take it and then they have it. I don’t know what their
deal is with the Mountainlair, since its kind of competition, but you could have a booth
set up in the Mountainlair for a few days. Like what the Sheetz people are doing. Sheetz
is doing a giveaway and you can win $10,000 towards tuition if you take a picture with
the truck. And they have been giving away free stuff all week.
P: Sheetz is technically not open, but if you go into the store, they will give you a free
voucher to come back.
P: Maybe give away some free meals.
P: Your first meal is free if you x, y, and z or if you tweet this or trivia. I know when the
bookstores get books back, if you tweet it, you get something for free.
P: just incentives.
M: I meant to ask this earlier, but how do you guys feel about Taziki’s being over there?
P: It would be nice to be different, just because there are already some.
P: It would be nice if Taziki’s could develop a different menu so that you are getting
something different from what you are getting downtown and in Suncrest. I’m sure that
there are a lot of different types of food they could explore. Mix it up a little.
P: I just feel like at least in the Mountainlair, besides sushi, that it’s my healthiest op-
tion. I will go get a grilled chicken sandwich or a salad and I feel like it’s health-
ier. That’s my go to. I feel like if they aren’t going to come up with something new then
I rather have that then a Burger King.
P: I think they should try to find something that is more ethnic.
M: Another exciting part about the space is all of the updated technology and innovation
opportunities. If you had the chance to play with new augmented reality, or virtual real-
ity technology, would you stop by Crossings for a sneak peak? When? Why?
P: Everyone, yes.
P: One day in between classes. I would go over and grab a bite to eat.
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P: I feel like you would have to have something like that open a lot because people are
going to want more than ok put it on, ok take it off experience.
P: I would go in my down time, in between classes when I have a weird two hour break.
P: I was at the Reed 75th Anniversary and they had the Google Glass and GoPro jackets
and that was cool because a lot of people went just to see the technology. So if you could
do an event like that and get like Gordon Gee or the Mountaineer to come. Wherever
they go, people go.
Wrap up Before we finish up for today, is there anything else you’d like to add related to Evans-
dale Crossing that we haven’t already covered today?
P: How are we paying for this?
M: It is a public private partnership and the private sector of it is Fresh Hospitality, and
they will kind of be covering it. None of it is coming from your tuition dollars.
P: Sweet.
P: I was just about to ask that.
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February 27, 2015
Martin Hall Room 201
12:00 -1:00 p.m.
Moderator: Carley Franks
Note taker/Transcriber: Kristen Barrows
-- Thank you all for agreeing to participate in our focus group today. My name is Carly and
I will be facilitating the focus group discussion today. This is Kristen, and she will be tak-
ing notes as we discuss your opinions and issues about how you use the student unions on
campus, as well how you obtain news about WVU. The purpose of this discussion today
is for us to get a feel for your likes and dislikes towards the food available on campus,
hang out spots between classes and platforms you use to hear the latest news about WVU.
We're interested in your honest opinions, so please feel free to say what's on your mind.
At the same time, it's important that we all remain respectful of one another and encour-
age everyone to participate.
We realize that you are very busy and have many other things that you could be doing
with your time, so we really appreciate your agreeing to be here.
Before we begin, I wanted to remind you that we've brought a digital recorder so that we
don't miss anything you say. The discussion will last about an hour; there are several
questions to cover, so at times I may need to move us along. Also, I ask that you do not
discuss what you've heard in this room after the focus group is over. Remember that you
do not have to answer any question that you are uncomfortable with, and most im-
portantly, there are no right or wrong answers.
Warm-Up OK, let's get started. I'd like to begin by asking each of you to introduce yourselves. Give
us your first name, age, major, area where you are currently living and what is your fa-
vorite building on campus and why.
Participant 1: I’m Mel, I’m a freshman and an advertising Strat Comm major and I live in
Brooke Tower
Participant 2: I’m Andrea, I’m a sophomore and I’m a strategic Communications major
and I live on Willey
Participant 3: I’m Anthony, I’m a freshman and I am a advertising major and live in hon-
ors
Participant 4: I’m Haley, I’m a freshman and a PR major and live on Evansdale
Hang out spots Q.How much time do you typically spend on campus in between classes?
A. All participants- downtown library
A. P4- It’s a mixture between the downtown library and the one on Evansdale
A. P1- The Evansdale library is so out of the way in my opinion, I live over in towers and
I never go there and if I’m getting food I’ll come to the Mountainlair
Q. Where are some typical hang out spots for you? (The Mountainlair, outside classroom,
library, Starbucks?)
A. P1: There’s really no good hangout spots, just the dining hall if you’re going to get
food but besides that there’s nowhere to really hangout except for your dorm room but
that’s it
A. P3: I never go over to Evansdale really
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A. P2: Yeah same, hardly ever just for the rec center and class
Q. Do you all usually drive there or take the PRT?
A. P2: I usually drive
A. P1: I always take the PRT
Q. Where do you think would be good locations for new hang out spots?
Evansdale Crossing Q. How much have you heard about Evansdale Crossing?
A. P1: Isn’t it kind of like an Evansdale Mountainlair
A. P4: I actually have heard about it I think
A. P2: I haven’t heard anything about it
Q. Did you know that it will host over 100,000 square feet and will connect upper and
lower parts of the Engineering campus. The Crossings will offer two classrooms, 2-story
Barnes and Noble, Student Accounts, the Reed College of Media Innovation Center, new
food services including the Marketplace (Taziki’s, Little Donkey, a pizza shoppe, and
Mr. Kings Burgers and BBQ) as well as the rooftop restaurants (the Juice Bar and Octane
Lounge. Which of these amenities are you most excited about?
A. P1 & P2: That’s so cool
A. P1: The College of media thing, that’s going to be so cool
A. P4: I knew the food was going in over there but I didn’t know about all of the other
stuff
A. P1: That will be so convenient because I never go to the library or anything because
it’s so far
A. P3: I’m excited for Little Donkey I love Mexican food
A. P4: I think the rooftop restaurant sounds cool
A. P2: do you know when it’s expected to be done?
Q. Who do you think will benefit from using this building?
A. P1: Definitely people who live in towers because I always have to go downtown to get
food and stuff. And I think it will bring more people from downtown to Evansdale
A. P2: Yeah I agree all of the Evansdale people
Q. If you think you will benefit from using this building, what do you think you will use
the most?
A. P1: probably just the convenience and the college of media thing would be cool to go
to
A. P4: yeah I think the same thing
A. P3: yeah same
Q. If you live downtown, and plan to use the building, would you travel by PRT or would
you drive?
A. P2: I would drive to it
A. P1,3,4: We take the PRT
Q. Do you currently have a meal plan on campus? If no, why not? If yes, where are your
favorite places to eat?
A. P1: Tazikis, it’s so good
A. P4: yeah I love Tazikis
A. P1: and I love summit it’s really good. The towers dining halls are so gross, I work at
Brew and Gold and I don’t even like it
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A. P4: yeah I really like summit I eat there the most… and I like the sushi place a lot I
always use my dining dollars there
A. P3: I really like Chick Fila
Q. What are your favorite bars on campus?
A. P3: I usually go to house parties
A. P1: Bent Willey’s
A. P2: Backdoor or whisper or maybe Black Bear, I would like the place in the rooftop
restaurant
Q.Do you typically buy coffee and if so, where do you typically buy it?
A. P1: I get it all the time
A. P2: I don’t really drink coffee but I get tea all of the time
A. P1: I get it from Brew and Gold because I work there but I’ll get it from Jacks or any-
where downtown like Elizas if I’m downtown
A. P2: I usually get it from Elizas
A. P4: If I’m at the library I’ll just get it from Elizas
A. P3: I’ll get it from Summits grab and go because it’s close to where I live
Q. What food options do you think are lacking on campus?
A. P3: Mexican
A. P1: I feel like the stuff you said will be in Evansdale Crossing is what we are lacking
and it will balance it out
A. P4: Where I’m from we have a lot of good salad and wrap places, and the Boston
Beanery has good salads but like they have french fries in their salads
A. P1: yeah I feel like Boreman is the only place that has wraps
A. P2: yeah I lived at Boreman last year and thought their salad bar was good but I feel
like all we have here is burger places
A. P1: we have all of this stuff at Brew and Gold but it’s gross because it’s all packaged
and it’s disgusting and a waste. There’s just no good healthy food
Participant 2: yeah I’m a vegetarian so I need more salad places
Social Media Q. How do you find out about things going on around WVU? What channel of communi-
cation do you prefer to receive announcements of events around WVU?
A. P3: I follow the WVU today one
A. P1: yeah I do to
A. P1: I like to use mix
Q.What WVU social media accounts do you currently follow?
A. P1: I follow WVU crushes
A. P3: I do to
A. P2,4: I don’t really follow any
Q. Who do you think does the best job of sharing information about WVU on social me-
dia?
A. P2: I think the DA does a nice job
A. P1: yeah I think they do a nice job at keeping things up to date
A. P1,2,3,4: All follow Gordon Gee on Instagram and twitter
Q. Tell me about a social media campaign that you remember. What stood out to you?
A. P1: the respectful mountaineer one
A. P2: yeah that’s one of the biggest ones I remember
116
A. P4: I feel like I know more I just can’t remember right now
Q. Would you follow an account like the Mountainlair to be updated about their events?
A. P1: It depends on what they tweet about, if it was all stuff about up all night probably
not but if it was going to be about who’s in the lair that day I probably would.
A. P3: I would follow it
A. P4: recently in the lair they have had a station where they have fruit and veggies and
will make you smoothies for free, I always go after my class on Tuesday… I think it’s
through Live well. I don’t really eat in the lair though besides that
Events Q. Now that you know a little about Crossings, tell me what types of events would you
attend to find out more?
A. P1: free stuff would attract so many people, or even if they just had a big grand open-
ing. Or if they gave out free samples of food
A. P2,4: If they had a tasting event
Q. What is the best time/day to have this type of event?
A. P2: I feel like during the week when classes are going on
A. P3: Yeah I think during the week
Participant 1: I think mid-day, around 11, that’s when the Mountainlair is always really
busy
Q. What would draw you to such an event?
A. P1: free things
A. P4: maybe coupons or something
Q. Would you come to a behind the scenes hard hat tour if you knew you were some of
the first people to get to check out the space?
A. P2: yeah I would
A. P1: yeah that would be really cool
Q. What information would you want to know about related to Crossings?
A. P: just everything that’s going to be in it
A. P 2: when it will be open
A. P3: yeah basically what they said
Q. Since the new food options is one of the big draws, how would you propose we create
an event that gives people a sneak peak at what is to come?
A. P1: free things, coupons
Q. Another exciting part about the space is all of the updated technology and innovation
opportunities. If you had the chance to play with new augmented reality, or virtual real-
ity technology, would you stop by Crossings for a sneak peak? When? Why?
A. P3: I would like to mess around with the drones or the 3d printer
A. P2: I got to play around with some stuff like this before and it was really cool
A. P4: I would use it all
A. P1: I would definitely come try it all out
Wrap up Before we finish up for today, is there anything else you’d like to add related to Evans-
dale Crossing that we haven’t already covered today?
(No questions)
We are at the end of our discussion for today. (Turn to note taker.)
Thank you so much for joining us today. This has been very helpful.
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B.4 In-Depth Interview Transcription
Interviewee Name: William Lowe
Interviewee sex: Male
Interviewee major: Aerospace Mechanical Engineering
*Clarify the purpose of the interview and go over confidentiality and tape recording con-
sent. I am a capstone student working with university relations under John Bolt to design,
develop and execute a campaign, which will build awareness about the potential improve
student and community life. Our team has gathering a great deal of secondary research in
order to aid us in finding out more information on our target audiences. However, there
are things that we cannot know from secondary research that are vital parts in executing a
successful campaign. We would like to take 15 minutes of your time to ask some ques-
tions.
--
1. I'd like to begin by asking each of you to introduce yourselves. Give us your first
name, age, major, area where you are currently living and if you have a meal plan
or not. A. My name is William Lowe, I am a freshman in Aerospace Mechanical Engineering
and I live in Braxton Tower. And I have the “Mountaineer” meal plan.
2. Hangout spots on Campus Q. How much time do you typically spend on campus in between classes?
A. In between classes on a typical day I probably spend about 4 to 5 hours on campus.
Q. Tell me about your favorite building on campus, and why it is your favorite
A. I like the ELC, engineering learning center. If that’s not open which is sometimes the
case, I’ll either go to Evansdale Library or I’ll go downtown.
Q. When you travel downtown what is your preferred mode of transport?
A. PRT
Q. Where do you think would be good locations for new hang out spots?
A. An idea would be somewhere between the ELC hallway. But once all the tables are
full students get frustrated because they can’t find anywhere else to go. Generally the
ELC is for freshman.
Q. How much have you heard about Evansdale Crossing?
A. I haven’t heard anything about it actually. Nothing.
Q. Did you know that it will host over 100,000 square feet and will connect upper and
lower parts of the Engineering campus. The Crossings will offer two classrooms, 2-story
Barnes and Noble, Student Accounts, the Reed College of Media Innovation Center, new
food services including the Marketplace (Taziki’s, Little Donkey, a pizza shoppe, and
Mr. Kings Burgers and BBQ) as well as the rooftop restaurants (the Juice Bar and Octane
Lounge)
Q. Which of these amenities are you most excited about?
A. I like the student lounge, a new place to hang out because you kind of get bored with
the same old places. I’m excited about the food options and the possibility of it being
covered on meal plan. I think that even if I move off campus because I spend so much
time on Evansdale I would still buy one. Even when I go downtown to eat, they don’t
take meal plan until 4 p.m. It should definitely be offered all day long. That would be a
huge benefit and incentive for students who live off campus.
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Q. Who do you think will benefit from using this building?
A. Well, I mean, everybody just about. There’s food, there’s classrooms, student lounges.
Sounds like everyone could benefit from that.
Q. If you think you will benefit from using this building, what do you think you will use
the most?
A. If I was going to just use the lounge, I would probably take advantage of the seating
and restaurants the most.
Q. where are your favorite places to eat on campus?
A. I like bits and bytes, but it’s usually very packed but the food is overpriced and you
can’t get enough food for your swipes. I like Evansdale cafe, they have the best variety
and I enjoy all the restaurants in the lair.
Q. Do you typically buy coffee and if so, where do you typically buy it?
A. I usually make my own coffee at home
3. Social Media Q. How do you find out about things going on around WVU? What channel of communi-
cation do you prefer to receive announcements of events around WVU?
A. I don’t use social media a lot I usually go through word-of-mouth.
Q. What WVU social media accounts do you currently follow?
A. I follow Brando on Twitter, I don’t really use it a lot though.
Q. Tell me about a social media campaign that you remember. What stood out to you?
A. There was a campaign about student government about promoting it. I saw things on
Facebook and Twitter. That’s really the only one.
Q. Would you follow an account like the Mountainlair to be updated about their events?
A. I would follow it but I don’t check my social media very often.
4. Events Q. Now that you know a little about Crossings, tell me what types of events would you
attend to find out more?
A. I usually attend events with my friends. Maybe something on the weekend. In case
there’s nothing else to do. I’m just very busy with school. But maybe a luncheon or din-
ner type event.
Q. What is the best time/day to have this type of event?
A. I’d say Friday or Saturday evenings. I know they had WVUp All Night, but that’s
downtown so maybe something like that here.
Q. What would draw you to such an event?
A. Prizes maybe food, games or something.
Q. How would you like to hear about an upcoming event like this?
A. Getting the word out to RA’s so that they could spread the word during floor meet-
ings. Maybe bulletin boards.
Q. Would you come to a behind the scenes hard hat tour if you knew you were some of
the first people to get to check out the space?
A. Yeah I think that would be pretty cool.
Q. What information would you want to know about related to Crossings?
A. Anything surrounding the events they may hold or how often. If there’s any group
gatherings of student groups.
Q. Since the new food options is one of the big draws, how would you propose we create
an event that gives people a sneak peak at what is to come?
119
A. You could always hold like a pop up tent with food samples or something. Get word
out and hand out fliers.
Q. Another exciting part about the space is all of the updated technology and innovation
opportunities. If you had the chance to play with new augmented reality, or virtual real-
ity technology, would you stop by Crossings for a sneak peak? When? Why?
A. Yeah, I’ve always been into new technology and up on recent things. And I would just
be curious about it.
5. Wrap up
Q. We are at the end of our discussion for today. (Turn to note taker.) Is there anything
else that you'd like to share that we didn't already cover?
A. No, I think that’s about it.
Thank you so much for joining us today. This has been very helpful.
Interviewee name: Robert S. Bragg (Bob)
Interviewee sex: Male
Interviewee title: Director of Development of the Benjamin M. Statler College of
Engineering and Mineral Resources
*Clarify the purpose of the interview and go over confidentiality and tape recording con-
sent. I am a capstone student working with university relations under John Bolt to design,
develop and execute a campaign, which will build awareness about the potential improve
student and community life. Our team has gathering a great deal of secondary research in
order to aid us in finding out more information on our target audiences. However, there
are things that we cannot know from secondary research that are vital parts in executing a
successful campaign. We have identified you as a key influencer in the community and
would like to take 30 minutes of your time to ask some questions.
1. First, I have some questions about your general background information. Q. Can you start by stating your name and position?
A. Yes, it is Robert Bragg, I go by Bob. And I am director of development for the Statler
College of Engineering.
Q. What does your daily work consist of?
A. My focus is on Alumni affairs for the college. We have about 23,000 alumni that are
engineers or computer science graduates. My role is to engage them and also raise funds
for the college private support. We are running a campaign right now. The university has
a $1 billion campaign and I am in charge of the engineering portion and as far as this
campaign has gone we have raised $154 million dollars through this office.
Q. What drew you to this position?
A. I have been in development work my whole career. I have a lot of family roots here in
Morgantown and it was nice to come back here and work for the school.
Q. Where do you spend most of your time?
A. I travel an awful lot, but when I’m not traveling it’s here on Evansdale.
2. Now, I would like to ask you some questions about your perceptions of campus
life. Q. Do you visit the Mountainlair at all?
A. I do once in a while. Usually if it’s an alumni event being held down there.
Q. Are there any aspects you would suggest to change or be replicated to the Crossings?
120
A. We have no places to dine up here on this campus. And I am aware that the Crossings
will have some places to eat. In my case when we have alumni coming by and we’d like
to go to lunch but there’s no place to take them. So it would be kind of nice to have that
here.
Q. Where do you frequently eat?
A. I usually just go off campus. Just because there are no places to eat here.
Q. What are some of your favorite off- campus food options?
A. There are a lot of good places in town. My wife and I are empty nesters and we have
been exploring every restaurant we can find. I really enjoy Buffalo Wild Wings. They
have a nice let your hair down atmosphere. And we frequent the many Chinese options
here in Morgantown.
3. Now that I have a better understanding of your perceptions of campus I’d like to
move onto Evansdale Crossing. Q. Can you tell me what you know about Evansdale Crossing?
A. Well, I know a good bit actually. I know that the plan is to have it be a transportation
center and to provide services to this campus that we need. I mentioned earlier the restau-
rants, we need places to eat. We also need more classroom space which it is going to pro-
vide and more offices. I know that it is tied into the PRT so that it’s a convenient place to
go just about anywhere on campus without having to climb the hill. So, it’s badly needed.
Q. How did you hear about the development of the Crossings?
A. I get briefed once a quarter on a lot of university topics because I go out and talk about
these things to alumni. Now, I’m not tasked with raising money for that building but we
have a building here on Engineering I’m raising money for. So I need to know about it.
Q. What do you hear people saying about the Crossings?
A. Everyone wants to see it open.
Q. Going into detail of some of the amenities that the Crossing has to offer which do you
think will benefit you and what your position entails?
A. The office space, more meeting space because we are always short on campus. And
also the eateries.
Q. What aspects do you think they should expand on in order to attract students? Fac-
ulty/staff? Community?
A. I know the Mountainlair has things like the bowling alley, ping pong and arcade
games, things like that don’t exist on this campus. That’s always nice to have those kinds
of things. Maybe even a small movie theatre.
Q. What do you see as possible concerns regarding the Crossings development?
A. I wish they would have created parking for it. That’s a big problem. There’s a similar
building over on the Health Sciences side where you can go in and park, you can get on
the PRT and go anywhere on campus. So they’re missing that here. They need some kind
of a parking deck. We’re short of parking spaces up here as it is.
4. We talked a little about the way you receive messages. I’d like to now talk about
the social aspects campus. Q. Are there any other channels of communication you receive University related an-
nouncements?
A. Well there isn’t a formal channel but we get the daily e-mail from central administra-
tion about what’s going on.
Q. Do you use any social media?
121
A. Yes, I use Facebook and LinkedIn. I heavily use LinkedIn because a lot of the alumni
are on there. So I’ve got a pretty good network through that. I do not use Twitter although
the college has a few accounts for that.
Q. What kind of events do you see surrounding Crossing would be beneficial to attract
the most people?
A. I think that an open-house as each section is opening up would be a good idea. Also
for my benefit I see that the rooftop bar would be great for me because a lot of alumni
come through here and while we talk about them making a contribution it’d be nice to say
“hey lets go over here and talk more about it over lunch or a drink”. I definitely plan on
using it.
We are now at the end of our interview is there any other thoughts or concerns you would
like to go over?
Thank you for taking the time to talk to us about Evansdale Crossing.
Interviewee name: Thomas Evans
Interviewee sex: Male
Interviewee title: Research Assistant professor in MAE.
*Clarify the purpose of the interview and go over confidentiality and tape recording con-
sent. I am a capstone student working with university relations under John Bolt to design,
develop and execute a campaign, which will build awareness about the potential improve
student and community life. Our team has gathering a great deal of secondary research in
order to aid us in finding out more information on our target audiences. However, there
are things that we cannot know from secondary research that are vital parts in executing a
successful campaign. We have identified you as a key influencer in the community and
would like to take 30 minutes of your time to ask some questions.
1. First, I have some questions about your general background information. Q. Can you start by stating your name and position?
A. My name is Thomas Evans, I am the research assistant professor in MAE.
Q. What does your daily work consist of?
A. I manage the robotics facility in Fairmont and I support some NASA projects.
Q. Which campus do you spend most of your time on?
A. The engineering campus. My department is located on this campus. As well as the stu-
dents and faculty I work with are located over here.
2. Now, I would like to ask you some questions about your perceptions of campus
life. Q. If you could arrange the campus to best fit your needs which facilities would be within
a five minute radius?
A. Engineering, Math department and the Physics department would be fairly close to-
gether.
Q. Which aspects of this campus do you find are lacking?
A. Probably parking. There are no real options for parking other than decal spaces.
Q. How often do you visit the Mountainlair?
A. Very rarely. It just isn’t convenient for me being on downtown campus and I am al-
ways on engineering.
Q. Where do you frequently eat or hangout on campus?
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A. Very rarely I will eat at Bits and Bytes. It’s usually too packed to actually enjoy. I’ll
go once every two months maybe just because it’s on-site and I don’t have much time to
get off-campus to grab lunch.
Q. Do you typically bring a lunch to work every day?
A. Yes, I usually will pack lunches because it’s more convenient.
Q. What are your favorite off-campus food options?
A. I really like the restaurants downtown, like tailpipes, maybe the Chinese restaurant
down there. They all have pretty good food.
3. Now that I have a better understanding of your perceptions of campus I’d like to
move onto Evansdale Crossing. Q. How much do you know about Evansdale Crossing?
A. I actually don’t know a lot. I pretty much just know that it is going in across from the
PRT station, or around that area.
Q. Have you heard others talk about Evansdale Crossing?
A. I have only heard projected timelines regarding Crossings about maybe when it will be
open and ready.
Q. *List amenities of Evansdale Crossing. Which do you think will benefit you?
A. The fact that there will be meeting space. I currently am in a small office so that open
area and feeling would be nice.
Q. Which amenities are you most excited about?
A. I’m excited about the rooftop bar and lounge. It’d be nice to grab food or drinks with a
nice view to enjoy as well.
Q. What amenities do you think should be added to attract more students? Faculty/staff?
Community?
A. Parking and probably a Starbucks. I think those things will attract everyone.
Q. What do you see as possible concerns related to the development of the Crossings?
A. I feel like ease of student access for commuters to Evansdale campus and other build-
ings.
4. Now that I better understand your knowledge of Evansdale campus, I’d like to
talk about the social aspects of campus. Q. How do you generally find out about on-campus university announcements or activi-
ties?
A. Probably, WVU.edu or The DA. They are the most convenient to me.
Q. Do you follow any sponsored WVU accounts on any social media channels?
A. I follow a couple twitter accounts but I can’t remember the names. WVU sports is one.
Q. Which channel do you think is the most effective for students? Faculty?
A. For students I would say anything social media. For the faculty it’s hard to say be-
cause of the age range. For younger faculty I would say maybe social media, but for the
older faculty probably e-mail or more streamlined like The Dominion Post, The DA and
maybe some active Twitter accounts.
Q. What are some events that you would participate in surrounding Evansdale Crossing?
A. Something like a social gathering or information type event. And anything that in-
volves engineering students specifically.
Interviewee name: Joe McFadden
Interviewee sex: Male
123
Interviewee title: Assistant Professor of Biochemistry
*Clarify the purpose of the interview and go over confidentiality and tape recording con-
sent. I am a capstone student working with university relations under John Bolt to design,
develop and execute a campaign, which will build awareness about the potential improve
student and community life. Our team has gathering a great deal of secondary research in
order to aid us in finding out more information on our target audiences. However, there
are things that we cannot know from secondary research that are vital parts in executing a
successful campaign. We have identified you as a key influencer in the community and
would like to take 30 minutes of your time to ask some questions.
1. First, I have some questions about your general background information. Q. Can you start by stating your name and position?
A. Joe McFadden
Q. Can you tell me a little about your profession?
A.I study relationships between fatty acids and other resistances. We’re trying to identify
new bio markers in cows, cats and humans.
Q. What drew you to this position?
A. I’ve always had an interest in dairy cows and dairy cow nutrition and my post doc was
in metabolism and I used LMS to find biomarkers in humans to be used in cows.
Q. How close do you live to campus?
A. I live in Fairmont, about 30 minutes away.
Q. Where do you spend most of your time?
A. The Evansdale campus
2. Now, I would like to ask you some questions about your perceptions of campus
life. Q. If you could arrange the campus to best fit your needs which facilities would be within
5 minutes of one another?
A. Close eating spaces and I won’t walk any further than the agriculture science building
and maybe the engineering building
Q. What aspects of campus do you find lacking?
A. I would say the outdoor part. I wish there were more outdoor space. More seating area
outside. In the summer it’d be nice to eat lunch outside.
3. Now that I have a better understanding of your perceptions, I’d like to talk more
about specific facilities of campus. Q. Do you frequently visit the Mountainlair? If so, for what reason? If not, why?
A. Maybe once every two months. There’s just no real purpose for me to go in there. I
might go down to drop off some documents or do a workshop.
Q. Are there any aspects you would change to better fit your needs?
A. No, I feel like I have no need for that building. I mean we do orientation down there
for faculty but besides that I would never have a need to go downtown.
Q. Where do you frequently eat, study, or hang out between classes?
A. Probably just in my office, if I go out probably Panera or over to the Suncrest. I really
don’t go downtown because of traffic or parking.
Q. How often do you purchase meals in a week on campus?
A. Maybe once a month.
Q. What are your favorite on-campus foods?
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A. The only reason I even eat on campus is Da’Vincis in the library. I just eat lunch there,
occasionally.
Q. What food options would you like to see on campus?
A. Maybe some new bagels. They are dry and stale. I would eat more breakfast if they
had better options.
Q. What are your favorite off-campus food options?
A. I’ll go to Panera, or I’ll go to Jimmy Johns for lunch. Maybe 5 Guys. And that’s prob-
ably about it. Those are my routine places.
4. Now, we are going to talk a little about Evansdale Crossing.
Q. Can you tell me what you know about Evansdale Crossing?
A.I just know it’s got an elevator right? It’s how people get down the hill. I’ll tell you
what, if anybody ever listened to me I would use the Rec center if it wasn’t so hard to ac-
cess it. It’s just so hard because the PRT. I’ve never been to the Rec center and for me to
go there I have to go down the hill walk across and. So if it was more accessible I would
love to use it more.
Q. How did you hear about the development of the Crossings?
A. Uh, just faculty meetings basically.
Q. What do you hear people saying about the Crossings?
A. Nothing just that it’s going to have a common area for students and a faster way to get
down the hill is all I heard.
Q. Going into detail of some of the amenities that the Crossing has to offer which do you
think will benefit you and what your position entails?
A. Well our lab goes out to happy hour once a month, so the bar would be really nice.
Q. What aspects do you think they should expand on in order to attract students? Fac-
ulty/staff? Community?
A. That I don’t know. This campus has horrible food so that would be a big plus. But for
faculty who knows what they think but maybe the food as well for lunch options. And for
community I don’t really know. But honestly, I don’t think many of us will go down
there. Like the faculty I don’t see walking down there but maybe they will. But I sort of
wish there was more like, a campus wide event. So maybe it was like a music theme, then
you’d have like the main event down there but then had a bluegrass guy come up here
and just perform on the quad here. So having like a cross-campus event and not isolating
events to one building. Maybe just once a month have like a themed event.
Q. What do you see as possible concerns regarding the Crossings development?
A.No, actually the more I think about this idea. I like the idea of building community be-
tween the upper and lower parts of campus. And I guess parking but for me its fine as
long as I get my parking pass. But for students they complain about having to walk to the
Coliseum.
4. We talked a little about the way you receive messages. I’d like to now talk about
the social aspects campus. Q. Are there any other channels of communication you receive University related an-
nouncements?
A.Yeah, probably just to my email I would say. I don’t really check mix at all.
Q. Do you use any social media accounts related to WVU?
A. I’m a minimalist so no.
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We are now at the end of our interview is there any other thoughts or concerns you would
like to go over?
Thank you for taking the time to talk to us about Evansdale Crossing.
Interviewee name: Nancy Moody
Interviewee sex: Female
Interviewee title: Administrative assistant for assistant Dean Smith
*Clarify the purpose of the interview and go over confidentiality and tape recording con-
sent. I am a capstone student working with university relations under John Bolt to design,
develop and execute a campaign, which will build awareness about the potential improve
student and community life. Our team has gathering a great deal of secondary research in
order to aid us in finding out more information on our target audiences. However, there
are things that we cannot know from secondary research that are vital parts in executing a
successful campaign. We have identified you as a key influencer in the community and
would like to take 30 minutes of your time to ask some questions.
1. First, I have some questions about your general background information. Q. Can you start by stating your name and position?
A. My name is Nancy Moody and I am the administrative assistant for assistant Dean
Smith
Q. Can you tell me a little about your profession?
A. Well, I kind of keep things going, like an office manager. And I take care of keeping
his calendar going and the liaison sometimes in meetings. I just do so much of every-
thing. I take care of all the work study students that come into the college and I assign
them to different areas. And I take care of events and do background work. And for our
commencements I do a lot of behind the scene things that need to get done. I supervise
student accounts. And fill in when I can.
Q. What drew you to this position?
A. I really just needed a job and I’ve been here for 29 years.
Q. How close do you live to campus?
A. I live in Fairmont so I don’t live close, about 30 minutes away.
Q. Where do you spend most of your time?
A. I spend most of my time on Evansdale campus. I stay away from downtown campus.
Primarily for work and I attend some meetings on downtown campus.
2. Now, I would like to ask you some questions about your perceptions of campus
life. Q. Is there any building on campus you particularly like?
A. I mean I like to go see all the buildings on campus. I like the new Alumni building.
And I like Percival hall, and the new agriculture building is interesting. I like the displays
they have. And our greenhouse. You see a lot of unique flowers and plants. Q. If you
could arrange the campus to best fit your needs which facilities would be within 5
minutes of one another?
A. Hmm. Definitely parking, and you know now that they have all these new buildings
parking has become a huge issue. Where before it wasn’t so bad. There has been a lot of
changes to campus since when I first came here. But I would say food options. And even
though we’ve never had any like walk right up and grab food it wasn’t terribly bad be-
cause you could just drive down the hill and get something on Patterson drive. And defi-
nitely if you had an hour lunch you could do that easily. It usually is close enough where
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you have time to do that. I think that the Evansdale Crossing will be really interesting to
offer new close food options.
3. Now that I have a better understanding of your perceptions, I’d like to talk more
about specific facilities of campus. Q. Do you frequently visit the Mountainlair? If so, for what reason? If not, why?
A. Not real frequently. Once I’m in there I don’t mind being there. It’s just going from
Evansdale and trying to find someplace to park. And I mean if you don’t go down there a
lot at least for me I feel like a fish out of water. Because I’m not familiar with the parking
down there. It makes you feel uncomfortable. I don’t mind the Mountainlair.
Q. Are there any aspects you would change to better fit your needs?
A. Not that I really know. Maybe because I’m not there often enough I guess.
Q. Where do you frequently eat, study, or hang out between classes?
A. When I do go out to eat a lot of times just because I want a burger I like Burger King
other times when we go out as a group we tend to go to Olive Garden. Or maybe even
one of the Mexican restaurants.
Q. How often do you purchase meals in a week on campus?
A. Right now probably zero. I haven’t done that in quite a while. I have seen some of the
students that have pretty good food options and with decent prices.
Q. What are your favorite on-campus foods?
A. I’ve gone down to bits and bytes. Sometimes they’ll have soup. I’m a soup person I
like their soup. And maybe a sandwich. But since the new place in the library I’ve never
been there.
Q. What are your favorite off-campus foods?
A. Like I said I like Burger King, Taco Bell and Panera.
Q. What food options would you like to see on campus?
A. Hum. I was just talking about this yesterday but as far as Morgantown I’m surprised
they do not have a place that does not sell chicken other than KFC other than the one in
Sabraton like a Popeye’s. So that would be nice.
4. Now, we are going to talk a little about Evansdale Crossing. Q. Can you tell me what you know about Evansdale Crossing?
A. The only thing I knew was that it was under construction, I’m not sure of the projected
date to be finished. But I did hear about a couple eateries and maybe some shopping.
Things like the bookstore offers.
Q. How did you hear about the development of the Crossings?
A. Just the Mountaineer News. WVU Today.
Q. What do you hear people saying about the Crossings?
A. Not really much, just talk about the construction.
Q. Going into detail of some of the amenities that the Crossing has to offer which do you
think will benefit you?
A. Probably Barnes and Noble, because there is so many things you can get out of there.
Q. What aspects do you think they should expand on in order to attract students? Fac-
ulty/staff? Community?
A. I would probably think Barnes and Noble will attract a lot of students. And also the In-
novation Lab will be interesting and grab attention. Probably same thing will attract to
the faculty as well. For the community I think that holding events will attract community.
Q. What do you see as possible concerns regarding the Crossings development?
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A.The only concern that goes on around anywhere in Morgantown is parking. That’s the
number 1 thing. Because a lot of times people will want to do something but then think-
ing about the parking situation will change their mind just because of the parking.
5. We talked a little about the way you receive messages. I’d like to now talk about
the social aspects campus. Q. What are the channels of communication you receive University related announce-
ments?
A. Generally anything to my email. Sometimes I’ll see things on Facebook, I don’t use
Twitter, and I’m good being on Facebook.
Q. Is there anything you would change in the way you receive messages?
A. Nope. I think its fine.
Q. On Facebook is there any groups that you follow related to WVU?
A. I follow the college’s page.
Q. What kind of messaging do you pay attention to on this medium?
A. I don’t know. It depends on how nosy I am.
Q. Which channel do you think is most effective and why?
A. That’s almost hard to say but I’m leaning towards Mix. I think that most people will
lean towards posting something to Mix in hopes of students seeing it first, then adding it
to social media.
We are now at the end of our interview is there any other thoughts or concerns you would
like to go over?
Thank you for taking the time to talk to us about Evansdale Crossing.
Interviewee name: Liz
Interviewee sex: Female
Interviewee major: Mining Engineer
*Clarify the purpose of the interview and go over confidentiality and tape recording con-
sent. I am a capstone student working with university relations under John Bolt to design,
develop and execute a campaign, which will build awareness about the potential improve
student and community life. Our team has gathering a great deal of secondary research in
order to aid us in finding out more information on our target audiences. However, there
are things that we cannot know from secondary research that are vital parts in executing a
successful campaign. We have identified you as a key influencer in the community and
would like to take 15 minutes of your time to ask some questions.
1. First, I have some questions about your general background information.
Q. Tell me a little bit about your major
A. I am a mining engineer major
Q. What drew you to this field?
A. I really like math and science, and I enjoy solving problems and solving equations
Q. How close do you live to campus?
A. I live downtown but I take the prt at least three times a day
2. Now, I would like to ask you some questions about your perceptions of campus
life. Q. Which campus do you spend most of your time on? And why?
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A. I spend most of my time during the week on Evansdale because that’s where majority
of my classes are.
Q. Of that campus is there a particular building or facility you enjoy the most?
A. I really like the mineral resources building because that’s where my lab is for my ma-
jor and although I don’t spend too much time here I really like Percival hall.
Q. If you could arrange the campus to best fit your needs which facilities would be within
5 minutes of one another?
A. All of my engineering classes and the rec center
Q. What aspects of campus do you find lacking? If any?
A. Parking, transportation, and the roads need to be better maintained because of all the
potholes.
3. Now that I have a better understanding of your perceptions, I’d like to talk more
about specific facilities of campus.
Mountainlair: Q. Do you frequently visit the Mountainlair? If so, for what reason? If not, why?
A. I frequently visit the Mountainlair because I sit on student government as a governor
so we have all of our weekly meetings there. I also have my office there and I eat there
and go to the bookstore and Starbucks almost every day.
Q. Are there any aspects you would change to better fit your needs?
A. I would like to have some healthier options
Q. Where do you frequently eat, study, or hangout between classes?
A. I hang out in the Starbucks in the downtown bookstore a lot or over on Evansdale in
my lab room.
Food/Drink Options: Q. How often do you purchase meals in a week on campus?
A. Usually around three times a week
Q. Are those meals breakfast, lunch or dinner?
A. It’s always either breakfast or lunch
Q. What are your favorite on-campus food options?
A. Hatfeilds, chick Fila, and Elizas
Q.What types of food options would you like to see on campus?
Something where I can get a good salad or wrap
Q. What are your favorite off-campus food options?
A. I really like Boston Beanery and Los Mariachis
Evansdale Crossing Q. What do you know about Evansdale Crossing?
A. I know it’s supposed to be a pretty awesome building that’s right by the engineering
prt stations that’s supposedly going to have food in it.
Q. How did you hear about Evansdale Crossing?
A. I look at it every day I get off of the prt
Q. What do you hear people saying about Evansdale Crossing? If anything?
A. I haven’t heard too many people talking about it just mainly with sga because we’re
going to use it for voting in the upcoming years.
Q. *List amenities* from the list of the amenities offered at Evansdale Crossing which do
you think will benefit you the most?
A. The coffee in the morning
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Q. What things would you add to attract more students? Faculty? Community?
A. I think it’s mostly the food
Q. What do you see as possible concerns related to the Crossings development?
A. Reliability of transportation especially because it’s going to draw so many people
there I don’t know if the PRT and buses can handle it, because they have taken away so
much of the parking on Evansdale I don’t know how they expect to facilitate something
like that.
4. Now that we have a better understanding of specific campus features we would
like to talk about the social aspect of campus. Q. How do you generally find out about on-campus activities? Facebook? Mix email?
Twitter? Etc.? What would you change about the current medium in which you receive
messages about on-campus activities?
A. Mix.
Q. Which sponsored WVU accounts do you follow on any social media sites? If any?
A. The maniacs
Q. What type of information do you pay attention to on these channels and why?
A. Just the announcements and what’s going on.
Q. Which non sponsored WVU accounts do you follow on any social media sites? If
any?
A. I don’t really follow any
Q. Which channel do you think is the most effective? Why?
A. It’s hard for me to answer these questions because I sit on SGA so that’s pretty much
where I hear about everything that’s going on.
Interviewee name: Robin Strader
Interviewee sex: Female
Interviewee title: Director of Online Programs and Off Campus Programs
*Clarify the purpose of the interview and go over confidentiality and tape recording con-
sent. I am a capstone student working with university relations under John Bolt to design,
develop and execute a campaign, which will build awareness about the potential improve
student and community life. Our team has gathering a great deal of secondary research in
order to aid us in finding out more information on our target audiences. However, there
are things that we cannot know from secondary research that are vital parts in executing a
successful campaign. We have identified you as a key influencer in the community and
would like to take 30 minutes of your time to ask some questions.
1. First, I have some questions about your general background information.
Q. Can you start by stating your name and position?
A. Sure. My name is Robin Strader, and I'm the Director of Online Programs and Off
Campus Program here at the Davis school.
Q. What drew you to this position?
A. Well, I was a high school teacher. When I went back for my doctorate, it was a pro-
gression to move up to the university level.
Q. How close do you live to campus?
A. I live in Bridgeport, so I'm like 45 minutes away.
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2. Now, I would like to ask you some questions about your perceptions of campus
life. Q. Which campus do you spend most of your time? And why
A. Evansdale because this is where I work.
Q. Of that campus is there a particular building or facility you enjoy the most?
A. I'm always in this building, so I can't really comment on any other building. I do like
the green house building. It's just open, airy and a little more inviting.
Q. If you could arrange the campus to best fit your needs, which facilities would be
within 5 minutes of one another?
A. Definitely, food. I either bring something, which I hate doing. I just don't eat here. I
don't want to do deal with the traffic. I do a protein bar and have drinks in my refrigera-
tor. Food is the biggest thing for me.
Q. What aspects of campus do you find lacking? If any?
A: We're lacking food and convenient items. Parking really isn't an issue but it will be
when we move in the new building.
Now that I have a better understanding of your perceptions, I’d like to talk more
about specific facilities of campus.
Mountainlair: Q. Do you frequently visit the Mountainlair? If so, for what reason? If not, why?
A. Not frequently. I do occasionally for orientations. It doesn't relate to my job.
Q. Are there any aspects you would change to better fit your needs?
A. I would add maps. It's hard to find which room you're going in. It can be confusing.
Some directories would be the biggest thing down there. When getting something to eat,
the lines are crazy and you can't tell where it ends.
Q. Where do you frequently eat, study, or hangout between classes?
A. In here, in my office.
Food/Drink Options: Q. How often do you purchase meals in a week on campus?
A. Never, there isn't very many options.
Q. Are those meals breakfast, lunch or dinner?
A. N/A
Q. What are your favorite on-campus food options?
A. The only place I've ate it the HSC (health sciences).
Q. What types of food options would you like to see on campus?
A. I’d like to see restaurants with a variety of healthy options.
Q. What are your favorite off-campus food options?
A. I can't really say. I'll tell you types of foods: something healthier, like salads and
grilled type foods.
Evansdale Crossing Q. What do you know about Evansdale Crossing?
A. I knew something was going in with shops and restaurants.
Q. How did you hear about Evansdale Crossing?
A. I heard about it when I was at HSC. We were like, "oh we can ride the PRT over
there." It would be a nice change.
Q. What do you hear people saying about Evansdale Crossing? If anything?
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A. It's a little confusing. I can see the confusion between that and the Anex and the North
and South. I can see how people can get confused.
Q. *List amenities* from the list of the amenities offered at Evansdale Crossing which do
you think will benefit you the most?
A. Professionally, the technology. On a personal note, the meeting space and event to
showcase the technology. I can still go without eating.
Q. What things would you add to attract more students? Faculty? Community?
A. I think the restaurants will attract the students. For faculty, I think the meeting rooms
and classroom. I'd like to say the technology but we have an older faculty. I think shops
with mountaineer gear will bring in the community. The technology will be a draw and
could be passed down to a younger generation.
Q. What do you see as possible concerns related to the Crossings development?
A. Parking, I think, is going to be the biggest concern. Just knowing the fight to get in the
parking lot, it's drives you crazy sometimes. But parking is always an issue, like any-
where you go.
Now that we have a better understanding of specific campus features we would like
to talk about the social aspect of campus. Q. How do you generally find out about on-campus activities? Facebook? Mix email?
Twitter? Etc.?
A. Uh, through my work email.
Q. What would you change about the current medium in which you receive messages
about on-campus activities?
A. No, I don’t see anything wrong with it.
Q. Which sponsored WVU accounts do you follow on any social media sites? If any?
A. It's funny, being the online director; I try to stay away from social media. I'm on it
sometimes while I'm here. I use it to promote something. I follow some WVU accounts
on Facebook. I actually closed out my twitter and linked in accounts.
Q. What type of information do you pay attention to on these channels and why?
A. I pay attention to anything faculty related and conferences. I pay attention any sort of
community activities. Of course I follow Davis because I'm involved in it. And of course
I follow sport events.
Q. Which non sponsored WVU accounts do you follow on any social media sites? If any?
A. N/A
Q. Which channel do you think is the most effective? Why?
A. For me, email if most affective. It's constantly on my computer and phone. I don't
have I Facebook app on my phone. Email, for me, is bigger than social media.
Q. Before I wrap, do you have anything you like to add?
A. Nope, that’s all!
Interviewee name: Jacek Jaczynskie
Interviewee sex: Male
Interviewee title: Professor of Food Science and Technology
*Clarify the purpose of the interview and go over confidentiality and tape recording con-
sent. I am a capstone student working with university relations under John Bolt to design,
develop and execute a campaign, which will build awareness about the potential improve
student and community life. Our team has gathering a great deal of secondary research in
order to aid us in finding out more information on our target audiences. However, there
132
are things that we cannot know from secondary research that are vital parts in executing a
successful campaign. We have identified you as a key influencer in the community and
would like to take 30 minutes of your time to ask some questions.
1. First, I have some questions about your general background information.
Q. Can you start by stating your name and position?
A. Sure, Jacek Jaczynskie. I'm from Poland. I'm a professor for Food Science and Tech-
nology.
Q. What drew you to this position?
A. I'm interested in science.
Q. How close do you live to campus?
A. Uh, two and half miles. I actually walk here.
2. Now, I would like to ask you some questions about your perceptions of campus
life. Q. Which campus do you spend most of your time? And why
A. Our campus (Evansdale). This is where I work.
Q. Of that campus is there a particular building or facility you enjoy the most?
A. Our building. I can't say i enjoy it. It's outdated. That’s always the impression. It's con-
venient though. I can't say anything attracts me to this campus. I can see positive
changes.
Q. If you could arrange the campus to best fit your needs, which facilities would be
within 5 minutes of one another?
A. Uh, good question. I don't really need parking because I walk to campus. I would
move parking to outside of campus so the roads can be closed like most campuses. Food,
maybe. More Q. What types of food options would you like to see on campus?
A. Healthier option, for sure.
Q. What aspects of campus do you find lacking? If any?
A: I think our campus is lacking outdoor seating. So maybe, a park and a walking
friendly campus, so cars don't interfere with pedestrians.
Now that I have a better understanding of your perceptions, I’d like to talk more about
specific facilities of campus.
Mountainlair: Q. Do you frequently visit the Mountainlair? If so, for what reason? If not, why?
A. Not at all. Maybe a couple times a year. I have no business going over there.
Q. Are there any aspects you would change to better fit your needs?
A. I don't know. I don't really go there.
Q. Where do you frequently eat, study, or hangout between classes?
A. We have a little conference room here in our building. It'd be nice to have a designated
area.
Food/Drink Options:
Q. How often do you purchase meals in a week on campus?
A. Never. I bring my food here and eat here.
Q. Are those meals breakfast, lunch or dinner?
A. N/A
Q. What are your favorite on-campus food options?
A. I don't like fast food. I teach nutrition.
at are your favorite off-campus food options?
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A. Subway. It's close by.
Evansdale Crossing Q. What do you know about Evansdale Crossing?
A. Not much really. I can't really see it. It's a bit surprise to me. It looks like a nice build-
ing.
Q. How did you hear about Evansdale Crossing?
A. I haven't heard anything really.
Q. What do you hear people saying about Evansdale Crossing? If anything?
A. N/A
Q. *List amenities* from the list of the amenities offered at Evansdale Crossing which do
you think will benefit you the most?
A. I don't think I'll be going there to be honest. I have no business being there. Maybe, if I
teach over there.
Q. What things would you add to attract more students? Faculty? Community?
A. New technology, I'm sure. And, reliable Wi-Fi. Healthy food and the bar, I'm sure. It's
a nice it's by the rec center. I like this idea. It's like our localized Mountainlair. And differ-
ent events, I'm sure. With the technology, I'd like to bring my family there.
Q. What do you see as possible concerns related to the Crossings development?
A. Nothing really. Safety isn't going to an issue. I feel safe here.
Now that we have a better understanding of specific campus features we would like
to talk about the social aspect of campus. Q. How do you generally find out about on-campus activities? Facebook? Mix email?
Twitter? Etc.?
A. Email. I'm a faculty member. I’m not up to speed with the social media. I'll let you in
on a secret. I don't have a cell phone. I've never seen a Facebook page.
Q. What would you change about the current medium in which you receive messages
about on-campus activities?
A. t's okay for me. It's brief.
Q. Which sponsored WVU accounts do you follow on any social media sites? If any?
A. N/A
Q. What type of information do you pay attention to on these channels and why?
A. N/A
Q. Which non sponsored WVU accounts do you follow on any social media sites? If any?
A. N/A
Q. Which channel do you think is the most effective? Why?
A. Email, but that’s a bias answer
Q. Before I wrap, do you have anything you like to add?
A. I'm glad they're demolishing our building (Agriculture). It's really outdated.
Participant Name: Kim Clark
Employer: West Virginia University Hospitals
Q: Tell me a little bit about the place you are employed by.
A: I am employed by Ruby.
Q: What drew you to this field?
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A: My degree is in Medical Assisting.
Q: How close do you live to campus?
A: I live approximately 30 minutes from campus.
Q: Which campus do you spend most of your time on? And why?
A: I spend more time on the downtown campus because I enjoy visiting the Mountainlair.
I visit my daughter sometimes. I am a football season ticket holder. So I am usually
closer to the hospitals.
Q: What aspects of campus do you find lacking? If any?
A: There are parking issues around campus, which makes it inconvenient to visit.
Q: Do you frequently visit the Mountainlair? If so, for what reason? If not, why?
A: I visit the Mountainlair sometimes.
Q: How often do you purchase meals in a week on campus?
A: None to one. If I eat at the Mountainlair it is for lunch.
Q: What are your favorite on-campus food options?
A: Chick-Fil-a
Q: What types of food options would you like to see on campus?
A: Dairy Queen and Subway
Q: What are your favorite off-campus food options?
A: Mexican and Olive Garden
Q: What do you know about Evansdale Crossing?
A: I don’t know anything about this project.
Q: How did you hear about Evansdale Crossing?
A: I haven’t
Q: which do you think will benefit you the most and why?
A: I don’t think it will benefit me because I work at Ruby. Its inconvenient for me to go
to this new building.
Q: What things would you add to attract more students? Faculty? Community?
A: I think that WVU offers many activities, such as sporting and music events that at-
tracts faculty and the community. More accessible parking would be helpful.
Q: What do you see as possible concerns related to the Crossings development?
A: I think it would be good for the students and community as somewhere to gather.
Q: How do you generally find out about on-campus activities? Facebook? Mix email?
Twitter? Etc.? What would you change about the current medium in which you receive
messages about on-campus activities?
A: I receive most information about activities via email or mail. I’m not really on Twit-
ter. I use Facebook more.
Participant Name: Carole Maffahy
Employer: West Virginia University Hospitals
Q: Tell me a little bit about the place you are employed by.
A: West Virginia University Hospitals. The Clinical Laboratories Chemistry
Q: What drew you to this field?
A: An interest in the medical field, particularly in the laboratory performing patient test-
ing to aid in physician diagnosis
Q: How close do you live to campus?
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A: 2 miles
Q: Which campus do you spend most of your time on? And why?
A: Do not spend time on a campus
Q: Do you frequently visit the Mountainlair? If so, for what reason? If not, why?
A: No, I am not a college student
Q: What do you know about Evansdale Crossing?
A: Not familiar with Evansdale crossing
Q: Now that you have a better understanding of what will be in the building, which do
you think will benefit you the most and why?
A: Would not benefit me personally, but I think it will be good for students and give
many options for food so that they don’t have to travel elsewhere
Q: How do you generally find out about on-campus activities? Facebook? Mix email?
Twitter? Etc.? What would you change about the current medium in which you receive
messages about on-campus activities?
A: Email; best way to reach anyone
Participant Name: Beth Britton
Employer: Mylan Pharmaceuticals
Q: Tell me a little bit about the place you are employed by.
A: I am employed by Mylan Pharmaceuticals Inc.
Q: What drew you to this field?
A: My degree is in Medical Technology (BS) but I currently am employed in Regulatory
Affairs.
Q: How close do you live to campus?
A: I live approximately 20 minutes from campus.
Q: Which campus do you spend most of your time on? And why?
A: I spend more time on the downtown campus because I enjoy visiting the Mountainlair
and the activities that are offered.
Q: Of that campus is there a particular building or facility you enjoy the most?
A: I am most drawn to the Mountainlair.
Q: What aspects of campus do you find lacking? If any?
A: There are parking issues around campus, which makes it inconvenient to visit.
Q: Do you frequently visit the Mountainlair? If so, for what reason? If not, why?
A: I visit the mountainlair during Mountaineer week and occasionally for activities that
my daughter is involved in, like math field day.
Q: Where do you frequently eat, study, or hangout between classes?
A: I am no longer in school but I like the food choices at the mountainlair, especially
Tazikis.
Q: How often do you purchase meals in a week on campus?
A: None to one. If I eat at the mountainlair it is for lunch.
Q: What are your favorite on-campus food options?
A: Tazikis
Q: What types of food options would you like to see on campus?
A: Dairy Queen
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Q: What are your favorite off-campus food options?
A: Mexican.
Q: What do you know about Evansdale Crossing?
A: I don’t know anything about this project.
Q: How did you hear about Evansdale Crossing?
A: N/A
Q: From the list of the amenities offered at Evansdale Crossing (Now that you have a bet-
ter understanding of what will be in the building, which do you think will benefit you the
most and why?
A: It may not benefit me as much as my daughter when she attends college at WVU.
Q: What things would you add to attract more students? Faculty? Community?
A: I think that WVU offers many activities, such as sporting and music events that at-
tracts faculty and the community. More accessible parking would be helpful and better
highways.
Q: What do you see as possible concerns related to the Crossings development? I don’t
have any concerns with the Crossings development.
A: I think it would be good for the students and community.
Q: How do you generally find out about on-campus activities? Facebook? Mix email?
Twitter? Etc.? What would you change about the current medium in which you receive
messages about on-campus activities?
A: I receive most information about activities via email or mail. I think this is adequate
communication.
Q: Which sponsored WVU accounts do you follow on any social media sites? If any?
A: None.
Participant Name: Jody Compton
Employer: WVU Hospitals
Q: Tell me a little bit about the place you are employed by.
A: I work for and have equity in a technology company that I founded with two other
gentlemen who live and work in the Philadelphia area. I am able to work remotely out of
my home close to Morgantown along with many other WVU graduates.
Q: What drew you to this field?
A: After 26 years working at WVU Hospitals I was ready for a change and loved to work
with computers.
Q: How close do you live to campus?
A: 9 miles.
Q: Which campus do you spend most of your time on? And why?
A: I’m rarely on campus except for sporting events (football and basketball occasion-
ally), visiting events at the Mountainlair and a rare lecture at the Medical Center.
Q: Of that campus is there a particular building or facility you enjoy the most?
A: I worked at the hospital so long and participated in the move from the old building to
Ruby. I have had family members in the hospital so that is where I’m most familiar and
most comfortable.
Q: What aspects of campus do you find lacking? If any?
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A: Well, honestly, it would be nice if parking were more under control. There isn’t
enough of it anywhere! And usually it is very far away from the facility you want to get
to. I’m “older” and although not handicapped I simply dread parking and walking as far
as it takes. And it is brutal in cold weather.
Q: Do you frequently visit the Mountainlair? If so, for what reason? If not, why?
A: Events. Usually those advertised or announced in the Morgantown paper. Moun-
taineer week, Festival of Ideas, etc.
Q: What are your favorite off-campus food options?
A: I enjoy all of the various continental and ethnic options available to us in Morgan-
town.
Q: What do you know about Evansdale Crossing?
A: Nothing.
Q: How do you generally find out about on-campus activities? Facebook? Mix email?
Twitter? Etc.?
A: Dominion Post, Gee mail and Mountaineer Mail, Alumni magazines
Q: What would you change about the current medium in which you receive messages
about on-campus activities?
A: I’m satisfied with what I get.
Participant Name: Nick Bauer
Position: Administration
Introduction I am a student in a capstone class at WVU. Partnering with College of Business and Eco-
nomics, our goal is to design, develop and execute a campaign, which will build buzz
about the potential to improve student and community life.
Our team has gathered a great deal of secondary research in order to aid us in finding out
more information on our target audiences. However, there are things that we cannot know
from secondary research that are vital parts in executing a successful campaign.
We have identified you as a key influencer in the community and would like to take 10
minutes of your time to ask some questions.
Food/Drink Options: Q. Where do you usually eat on your lunch breaks?
A. I usually just bring my lunch to work but if I was to go out it’s usually to Applebees or
Boston Beanery.
Q. How long is your lunch break?
A. 30 minutes
Evansdale Crossing Q. What do you know about Evansdale Crossing?
A. I have not heard anything about it.
Q. How did you hear about Evansdale Crossing?
A. I have not heard of it until now
Q. After hearing more about it do you think people would use it for the food options?
A. Since it will be so close I definitely think people would go there on their lunch breaks
Interviewee name:
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P1: Jessica Morgan
P2: Molly Wilson
Interviewee sex:
P1: Female
P2: Female
Interviewee title:
P1: Graduate Student in Agriculture Natural Resources and Design
P2: Graduate Student in Resource Economics
*Clarify the purpose of the interview and go over confidentiality and tape recording con-
sent. I am a capstone student working with university relations under John Bolt to design,
develop and execute a campaign, which will build awareness about the potential improve
student and community life. Our team has gathering a great deal of secondary research in
order to aid us in finding out more information on our target audiences. However, there
are things that we cannot know from secondary research that are vital parts in executing a
successful campaign. We have identified you as a key influencer in the community and
would like to take 15 minutes of your time to ask some questions.
1. First, I have some questions about your general background information. Q. Can you start by stating your name and position?
A. P1: Yes, Jessica Morgan. Agriculture Natural Resource and Design.
A. P2: I’m Molly Wilson. Resource Economics.
Q. Can you tell me more about your graduate program?
A. P1: I’m doing resource management and animal nutritional sciences and my outside is
disability studies. With that, I want to go to PT school
P2: My concentration is resource management with resource economics, and most of my
work is with GIS.
Q. What drew you to this position?
A. P1: I guess so I can work with horses and the natural nutrition side.
A. P2: Because natural resources and economics is pretty current with the pollution prob-
lems and stuff like that.
Q. How close do you live to campus?
A. P1: Uh, I live at Mountain Valley
A. P2: I live by the stadium
2. Now, I would like to ask you some questions about your perceptions of campus
life. Q. Which campus do you spend most of your time? And why
A. P1: Now, Evansdale because my office is here.
A. P2: Here, this is my office.
Q. Of that campus is there a particular building or facility you enjoy the most?
A. P1: The library and the rec center.
A. P2: The library.
Q. If you could arrange the campus to best fit your needs, which facilities would be
within 5 minutes of one another?
A. P2: I don’t know. They have food in the library now. But it’s not that healthy. I guess
another restaurant.
139
A. P1: Yeah the lines at the library are so long. They take about 30 minutes to get
through.
Q. What aspects of campus do you find lacking? If any?
A: P1: Parking.
A. P2: Oh yeah, parking.
1. Now that I have a better understanding of your perceptions, I’d like to talk more
about specific facilities of campus.
Mountainlair: Q. Do you frequently visit the Mountainlair? If so, for what reason? If not, why?
A. P1: Now, that I’m on this campus, no. This semester, I don’t have any class’s down-
town.
A. P2: No. It’s such a pain.
Q. Are there any aspects you would change to better fit your needs?
A. P1: Not really, I don’t think.
A. P2: Yeah, I can’t think of anything
Q. Where do you frequently eat, study, or hangout between classes?
A. P1: Here or the library.
A. P2: Yeah, I’m either here of the library.
Food/Drink Options: Q. How often do you purchase meals in a week on campus?
A. P1: Once a week mainly because I have access to the break room with the refrigerator
and stuff.
A. P2: Yeah, I’d say once a week. There are not many commodores here. It’s easier to
just hop in my car and go home.
Q. Are those meals breakfast, lunch or dinner?
A. P1: Usually, lunch.
A. P2: Yeah, lunch.
Q. What are your favorite on-campus food options?
A. P1: Now that they have the library open, I like to eat there.
A. P2: I mean, I don’t like Bits n Bites. And there’s no way I’m walking to towers.
Q. What types of food options would you like to see on campus?
A. P1: Um, I’d like to see them put up a Black Bear.
A. P2: Um, I wish there was a Tazikis
Q. What are your favorite off-campus food options?
A. P1: I do like Black Bear. If I’m eating not healthy, then Tailpipes
A. P2: I eat Black Bear like once or twice a week.
Evansdale Crossing Q. What do you know about Evansdale Crossing?
A. P1: I didn’t know anything until you told me.
A. P2: I knew they were putting up something.
Q. How did you hear about Evansdale Crossing?
A. P1: N/A
A. P2: When I was in student government, that was something they were talking about a
lot of the time.
Q. What do you hear people saying about Evansdale Crossing? If anything?
A. P1: N/A
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A.P2: I don’t know. I just heard there was going to be food and be a version of the Moun-
tainlair on this campus.
Q. *List amenities* from the list of the amenities offered at Evansdale Crossing which do
you think will benefit you the most?
A. P1: Definitely, the food. It’s going to be nice to have healthier options.
A. P2: The food, for sure. Probably the events, I mean the last few times I’ve been to the
Mountainlair is because I went to the craft fair. It was nicely advertisement.
Q. What things would you add to attract more students? Faculty? Community?
A. P1: Food. I hear people in the hall talk about how they want to go to the library be-
cause it’s healthy and fresh.
A. P2: The food is probably the biggest part, and you said there’s going to be a bar. They
want something to get their mind off school. And if they have printer stations like they do
in the Mountainlair, people will go in there for that. For this building there’s only two
printer, and one actually works. I think events will attract the community.
Q. What do you see as possible concerns related to the Crossings development?
A. P1: There’s already a limited amount of parking. If they’re trying to draw in extra peo-
ple, where are they going to park?
A. P2: Yeah, where are you going to put them? It’s almost seems like you might have to
shuttle them. With the construction, they are already taking out parking. Then, people
have to park at the rec, and get in trouble with that.
2. Now that we have a better understanding of specific campus features we would like to
talk about the social aspect of campus.
Q. How do you generally find out about on-campus activities? Facebook? Mix email?
Twitter? Etc.?
A. P1: I guess mix. I think I follow most of the WVU accounts.
A. P2: I follow some WVU accounts on twitter. I follow like…the DA and WVU Today.
Q. What would you change about the current medium in which you receive messages
about on-campus activities?
A. P1: I don’t see anything wrong, really.
A. P2: No, I like twitter because I don’t really have to read about if I don’t like it.
Q. Which sponsored WVU accounts do you follow on any social media sites? If any?
A. P1: I follow all the colleges I worked with or worked at.
A. P2: This Davis School has one, so does Business and Economics.
Q. What type of information do you pay attention to on these channels and why?
A. P1: Probably, anything related to the Davis School or graduate students.
A. P2: Yeah, same here.
Q. Which non sponsored WVU accounts do you follow on any social media sites? If any?
A. P1: I follow pictures of dogs. They are so cute.
A. P2: I follow a bunch of blogs of 20 year olds that write about their jobs and stuff.
Q. Which channel do you think is the most effective? Why?
A. P1: I guess it depends what you’re looking for. I’ve noticed people like to use Snap-
chat more. Pictures grab more attention, and is more visual working.
A. P2: Recently, a lot of my friends have been using Instagram like all the time. They
want to see the picture first then the caption. Then, maybe twitter. I don’t really read my
emails.
Q. Before I wrap, do you have anything you like to add?
141
A.P2: I mean, I’m super excited for the building!
A.P1: Yeah, me too!
Interviewee name: Callie Anne Paul
Interviewee sex: Female
Interviewee title: Graduate Student in Animal Nutritional Science College.
*Clarify the purpose of the interview and go over confidentiality and tape recording con-
sent. I am a capstone student working with university relations under John Bolt to design,
develop and execute a campaign, which will build awareness about the potential improve
student and community life. Our team has gathering a great deal of secondary research in
order to aid us in finding out more information on our target audiences. However, there
are things that we cannot know from secondary research that are vital parts in executing a
successful campaign. We have identified you as a key influencer in the community and
would like to take 15 minutes of your time to ask some questions.
1. First, I have some questions about your general background information. Q. Can you start by stating your name and position?
A. Yes, my name is Callie Anne Paul and I’m a graduate student at the Animal Nutri-
tional Science College and majoring in Animal Physiology.
Q. Can you tell me more about your graduate program?
A. I’m doing a two-year masters program. My research focuses on landing outcomes
during the breeding season.
Q. What drew you to this position?
A. I actually just got except into vet this upcoming fall. I really thought Animal Physiol-
ogy would be a good major with preparing me for that. Plus, they have a really good pro-
gram here.
Q. How close do you live to campus?
A. Probably 5 to 10 minute away towards Mylan Ground.
2. Now, I would like to ask you some questions about your perceptions of campus life.
Q. Which campus do you spend most of your time? And why
A. Definitely, this one because all my classes are here. Of course, my office is here.
Q. Of that campus is there a particular building or facility you enjoy the most?
A. Probably this one because I’m here the most. The library is also very nice. It’s clean
and quiet.
Q. If you could arrange the campus to best fit your needs, which facilities would be
within 5 minutes of one another?
A. Definitely these two building. I wish parking was a little closer and accessible. It’s re-
ally frustrating.
Q. What aspects of campus do you find lacking? If any?
A. The whole city in general has the parking problem. But for here, they make it so far
away, and constantly taking lots away for basketball games and different things.
Now that I have a better understanding of your perceptions, I’d like to talk more about
specific facilities of campus.
Mountainlair: Q. Do you frequently visit the Mountainlair? If so, for what reason? If not, why?
142
A. Probably only two or three times a year because I really don’t have a reason to go
there. It’s out of the way to get up there.
Q. Are there any aspects you would change to better fit your needs?
A. Parking around that is difficult.
Q. Where do you frequently eat, study, or hang out between classes?
A. Definitely, here in this building. I always eat here. I pack my lunch.
Food/Drink Options:
Q. How often do you purchase meals in a week on campus?
A. Maybe, one meal a week.
Q. Are those meals breakfast, lunch or dinner?
A. Lunch.
Q. What are your favorite on-campus food options?
A. Probably, the subs at Bit n Bites at the library.
Q. What types of food options would you like to see on campus?
A. Something made clean and quickly, of course. Also, I liked to see a little more healthy
option so I don’t feel so bad. And, definitely something cheap.
Q. What are your favorite off-campus food options?
A. That’s a good question. Probably, Chang Thai.
Evansdale Crossing Q. What do you know about Evansdale Crossing?
A. I don’t much about it.
Q. How did you hear about Evansdale Crossing?
A. I really haven’t heard hardly anything about it.
Q. What do you hear people saying about Evansdale Crossing? If anything?
A. N/A
Q. *List amenities* from the list of the amenities offered at Evansdale Crossing which do
you think will benefit you the most?
A. Unfortunately, I don’t think I’m going to be here this semester. I mean, coffee will
draw me over there
Q. What things would you add to attract more students? Faculty? Community?
A. More study center for students. And, it’s good that there’s going to be coffee in there.
For faculty, nice facilities to teach in. It’s great they’re expanding and tearing down the
old. Newer and nicer facilities would definitely be a draw. I feel like events would draw
the community in and get them familiar with the building.
Q. What do you see as possible concerns related to the Crossings development?
A. Same thing for everything in at this school, accessibility. If they could make it accessi-
ble, it would definitely make it more feasible.
Now that we have a better understanding of specific campus features we would like to
talk about the social aspect of campus.
Q. How do you generally find out about on-campus activities? Facebook? Mix email?
Twitter? Etc.?
A. Probably mix. I don’t find out very much through Facebook, really. I sometimes find
out through students talking.
Q. What would you change about the current medium in which you receive messages
about on-campus activities?
143
A. I think it’s okay how they do it. Especially since they send you different mails that are
going on at different buildings. Maybe, it’s more involved on Facebook but I’m not fa-
miliar with it.
Q. Which sponsored WVU accounts do you follow on any social media sites? If any?
A. I don’t think I follow any of them.
Q. What type of information do you pay attention to on these channels and why?
A. Mainly, anything pertaining to the graduate students like research competitions, infor-
mation about changes on campus like parking and stuff and when we need to reroute our
day plan a little bit.
Q. Which non sponsored WVU accounts do you follow on any social media sites? If any?
A. I’m involved with horse. I like following local horse sales.
Q. Which channel do you think is the most effective? Why?
A. I’m bias because I don’t have a twitter, so just Facebook. Twitter is definitely growing
Q. Before I wrap, do you have anything you like to add?
A. Nope, it’s been great!
Name: Rebecca
Position: Vice President of AAF WVU Local Chapter Ad Club
*Clarify the purpose of the interview and go over confidentiality and tape recording con-
sent. I am a capstone student working with university relations under John Bolt to design,
develop and execute a campaign, which will build awareness about the potential improve
student and community life. Our team has gathering a great deal of secondary research in
order to aid us in finding out more information on our target audiences. However, there
are things that we cannot know from secondary research that are vital parts in executing a
successful campaign. We have identified you as a key influencer in the community and
would like to take 15 minutes of your time to ask some questions.
Q: Tell me a little bit about the student organization you are in.
A: I am the Vice President of the AAF WVU Local Chapter Ad Club. This is an organi-
zation that was once in place until a few years ago. Catherine Mezera has taking responsi-
bilities to start up this great opportunity for all majors here at WVU. I was in contact with
her and assisted the most I can to start up Ad Club. Overall, we are here to help build re-
sumes, learn more about the industry, and look for networking opportunities. For exam-
ple, we have had resume workshops, illustrator workshops, and a scheduled guest
speaker. We also compete in the NSAC, which is a student competition held my AAF.
Each year they pick a client, Pizza Hut, then the teams create a complete campaign. We
cover everything from research, focus groups, and creative.
Q: What drew you to this field
A:Since I was in class with Mezera I learned that she was starting the club again. I told
her I was interested in a leadership role. This led to me helping write the charter and at-
tend the fair. I wanted to join something like this, and MHA was not appealing to me. I
thought this was the perfect way to end my college career.
Q: How close do you live to campus?
A: I live at The Domain up at the town center
Q: Which campus do you spend most of your time on? And why?
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A: I spend all my time on the downtown campus. This is where all my classes are and
where all ad club meetings are held.
Q: Of that campus is there a particular building or facility you enjoy the most?
A: Of course, I have grown to love Martin Hall since it is practically where I live here at
WVU.
Q: If you could arrange the campus to best fit your needs, which facilities would be
within 5 minutes of one another?
A: I have no complaints about the way campus is laid out. I go to Martin Hall and the
Mountainlair mostly. If I have another class on campus its just a building away. I don’t
mind the different campus spread around Morgantown. Since it is such a large school, I
think it’s a good idea to have some separation.
Q: What aspects of campus do you find lacking? If any?
A: N/A
Q: Do you frequently visit the Mountainlair? If so, for what reason? If not, why?
A: I go to the Mountainlair everyday that I have class so that I can grab breakfast or
lunch.
Q: Where do you frequently eat, study, or hangout between classes?
A: Everyday I have class I either grab breakfast or lunch.
Q: How often do you purchase meals in a week on campus?
A: 3 days a week. T/W/TR
Q: What are your favorite on-campus food options?
A: Chick-fil-a or Tazikis
Q: What types of food options would you like to see on campus?
A: I would enjoy a healthier option other than Tazikis
Q: What are your favorite off-campus food options?
A: Mountain State Brew, Chilis, Primaniti Bros
Q: What do you know about Evansdale Crossing?
A: All I know is that it has been a conversation since my freshmen year and should be
nice.
Q: How did you hear about Evansdale Crossing?
A: Word of mouth through rumors.
Q: What do you hear people saying about Evansdale Crossing? If anything?
A: There are tons of rumors of what type of food will be there. AKA Chipotle
Q: which do you think will benefit you the most and why?
A: I am excited for future students to experience the Innovation Lab. None of this will
probably affect me since I am graduating soon.
Q: What things would you add to attract more students? Faculty? Community?
A: For food amenities I would stray away from the same fast food chains, and make it an
intriguing place to eat not just what is there to eat. Also, do more with the new technol-
ogy than just classes, but actually present it to all colleges and students.
Q: What do you see as possible concerns related to the Crossings development?
A: The only issue I see is for the students in the college of media. To have some classes
downtown in Martin Hall and other on Evansdale could be a hassle. I know I wouldn’t
want to deal with it.
145
Q: How do you generally find out about on-campus activities? Facebook? Mix email?
Twitter? Etc.? What would you change about the current medium in which you receive
messages about on-campus activities?
A: Activity wise other than sports I don’t really get any updates. I’ll see a few things on
mix and maybe twitter. Most events I see are not WVU related like RubberU events. I
would take a better advantage of social media and to increase followers so the students
will see what is being talked about.
Q: Which sponsored WVU accounts do you follow on any social media sites? If any?
A: @westvirginiau @wvuevents
Q: What type of information do you pay attention to on these channels and why?
A: I honestly really don’t pay attention unless when I am scrolling through my feed
stands out to me.
Q: Which non sponsored WVU accounts do you follow on any social media sites? If any?
A: @wvuprssa @wvuclubsoftball
Q: Which channel do you think is the most effective? Why?
A: I believe twitter and email will be the best way to engage with students, just make sure
the content is more interesting and actually gets read.
Interviewee name: David M. Howell
Interviewee sex: Male
Interviewee Title: MHA
*Clarify the purpose of the interview and go over confidentiality and tape recording con-
sent. I am a capstone student working with university relations under John Bolt to design,
develop and execute a campaign, which will build awareness about the potential improve
student and community life. Our team has gathering a great deal of secondary research in
order to aid us in finding out more information on our target audiences. However, there
are things that we cannot know from secondary research that are vital parts in executing a
successful campaign. We have identified you as a key influencer in the community and
would like to take 15 minutes of your time to ask some questions.
Q: Tell me a little bit about the student organization you are in.
A: MHA is a student run, student manage full-service advertising agency. We have local
clients as well as state wide and even a client in Pittsburgh. We recruit students from all
fields and allow them to explore the many silos of an agency to “test fit” their passion.
Q: What drew you to this field?
A: I have always had a fascination with the advertising industry and began my career in
the late ‘70’s. It was exciting and very cutting edge. Agencies were going through a re-
launch of themselves which create some dynamic situations. I’ve always said, advertising
is the rock and roll of the business world.
Q: How close do you live to campus?
A: Not very.
Q: Which campus do you spend most of your time on? And why?
A: Downtown campus—it’s where I teach.
Q: Of that campus is there a particular building or facility you enjoy the most?
A: Martin Hall—love the old building, creaky floors and narrow halls.
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Q: If you could arrange the campus to best fit your needs which facilities would be within
5 minutes of one another?
A: Oh, this doesn’t really apply to me—I’m usually just in Martin Hall.
Q: What aspects of campus do you find lacking? If any?
A:Parking.
Q: Do you frequently visit the Mountainlair? If so, for what reason? If not, why?
A: Not really, Too “mall” like.
Q: Where do you frequently eat, study, or hangout between classes?
A: I don’t eat on campus or hangout much.
Q: How often do you purchase meals in a week on campus?
A: Rarely.
Q: What are your favorite on-campus food options?
A: If I had to pick, Hatfields.
Q: What types of food options would you like to see on campus?
A: I really don’t have any.
Q: What are your favorite off-campus food options?
A: Usually meals with family.
Q: What do you know about Evansdale Crossing?
A: Very little
Q: How did you hear about Evansdale Crossing?
A: Besides you just mentioning it, I am familiar with the campuses.
Q: What do you hear people saying about Evansdale Crossing? If anything?
A: Nothing
Q: which do you think will benefit you the most and why?
A: Innovation Lab—such a great teaching opportunity.
Q: What things would you add to attract more students? Faculty? Community?
A: More professionals teaching classes (Columbia in Chicago does this very well).
Q: What do you see as possible concerns related to the Crossings development?
A: I don’t, sorry. Are their concerns?
Q: How do you generally find out about on-campus activities? Facebook? Mix email?
Twitter? Etc.? What would you change about the current medium in which you receive
messages about on-campus activities?
A: Email. Free Morgantown Wi-Fi. We’re a college town and there is limited wi-fi capa-
bilities.
Q: Which channel do you think is the most effective? Why?
A: I guess email—non-intrusive and I can contemplate my response more thoroughly.
Interviewee Name: David
Interviewee Sex: Male
Interviewee Position: RA of Lyon Tower
*Clarify the purpose of the interview and go over confidentiality and tape recording con-
sent. I am a capstone student working with university relations under John Bolt to design,
develop and execute a campaign, which will build awareness about the potential improve
student and community life. Our team has gathering a great deal of secondary research in
order to aid us in finding out more information on our target audiences. However, there
147
are things that we cannot know from secondary research that are vital parts in executing a
successful campaign. We have identified you as a key influencer in the community and
would like to take 15 minutes of your time to ask some questions.
Q: Tell me a little bit about the student organization you are in.
A: I’m a RA. I’m studying Engineering and Computer Science.
Q: What drew you to this field?
A: I really like the technology and I have always found myself working on computers.
Q: How close do you live to campus?
A: I live in the Lyon dorm.
Q: Which campus do you spend most of your time on? And why?
A: Evansdale because that’s where all the Engineering classes are held.
Q: Of that campus is there a particular building or facility you enjoy the most?
A: Engineering
Q: If you could arrange the campus to best fit your needs which facilities would be within
5 minutes of one another?
A: Engineering and Lyon tower closer together
Q: What aspects of campus do you find lacking? If any?
A: Parking spots and place to meet with fellow classmates on campus
Q: Do you frequently visit the Mountainlair? If so, for what reason? If not, why?
A: No, because I am never on the downtown campus due to me having no classes there.
Q: Where do you frequently eat, study, or hangout between classes?
A: In the Engineering building, Da Vincis
Q: How often do you purchase meals in a week on campus?
A: I use my meal plan every day.
Q: What are your favorite on-campus food options?
A: Da Vincis, Eat Well Cafe
Q: What types of food options would you like to see on campus?
A: Something different that WVU does not have
Q: What are your favorite off-campus food options?
A: I don’t really go off campus because I do not have a car.
Q: What do you know about Evansdale Crossing?
A: I know that they are in the process of building Evansdale Crossing and I know there
will be advanced technology within the facility.
Q: How did you hear about Evansdale Crossing?
A: Rumors
Q: What do you hear people saying about Evansdale Crossing? If anything?
A: No one really knows anything about it.
Q: which do you think will benefit you the most and why?
A: Probably the food vendors. Because all of the cafes are usually busy and packed.
Q: What things would you add to attract more students? Faculty? Community?
A: Parking and healthier food
Q: What do you see as possible concerns related to the Crossings development?
A: The weather
Q: How do you generally find out about on-campus activities? Facebook? Mix email?
Twitter? Etc.?
A: Through mix
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Q: What would you change about the current medium in which you receive messages
about on-campus activities?
A: I would change the fact that WVU has too many WVU twitter accounts. It’s hard to
choose which to follow. They need one WVU account.
Q: Which sponsored WVU accounts do you follow on any social media sites? If any?
A: I don’t follow any.
Q: What type of information do you pay attention to on these channels and why?
A: Upcoming meeting and events located on Evansdale so I’ll know what areas to avoid.
Q: Which non sponsored WVU accounts do you follow on any social media sites? If any?
A: I don’t follow any social media accounts.
Q: Which channel do you think is the most effective? Why?
A: Email because everyone has it on their phones or can access it on computers which are
located everywhere throughout the campuses.
Interviewee name: Kristen Bashum
Interviewee sex: Female
Interviewee title: Grad student
*Clarify the purpose of the interview and go over confidentiality and tape recording con-
sent. I am a capstone student working with university relations under John Bolt to design,
develop and execute a campaign, which will build awareness about the potential improve
student and community life. Our team has gathering a great deal of secondary research in
order to aid us in finding out more information on our target audiences. However, there
are things that we cannot know from secondary research that are vital parts in executing a
successful campaign. We have identified you as a key influencer as a grad student in the
community and would like to take 15 minutes of your time to ask some questions.
1. First, I have some questions about your general background information.
Q. Can you start by stating your name and position?
A. Kristen and I am a graduate student in the Reed College of Media as also a teaching
assistant and graduate assistant.
Q. What is your major?
A. Masters of Science and Journalism
Q. What drew you to this position?
A. My senior year of undergrad I had an internship for NASA through a friend’s dad. He
said they needed someone to help cover West Virginia’s role in a project in DC and
wanted her to do some basic reporting for them.
Q. Where do you spend most of your time?
A. I am just writing my thesis nonstop but my interest lies in the science, engineering and
mathematics. Working on just a thesis that actually deals with NASA and the use of visu-
als.
Q. Where do you live in reference to campus?
A. I like down on Van Vorris Road. It’s near Evansdale more than downtown. I drive so I
am constantly on both campuses.
2. Now, I would like to ask you some questions about your perceptions of campus
life. Q. Do you visit the Mountainlair at all?
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A. Oh yea, I park there every day so I at least walk through.
Q. Are there any aspects you would suggest to change or be replicated to the Crossings?
A. We need more places to sit similar to Brooks Tower. It is an open area (with the win-
dows) and a good place to hang out between classes. As a undergrad student, there is no
places to get a laptop fixed. There are no tech services offered to help with these prob-
lems. Also, there is no market place that is close for student. (Kroger is the closest but it
is not convenient because you can only carry so much. Students that live in Pierpont have
to fight with it to get it home.)
Q. Where do you frequently eat?
A. I usually get food from their everyday. (Lunch) I also stop at JACs in the morning. I
also sometimes bring food home.
Q. What are some of your favorite off- campus food options?
A. Tazikis and Chick-fil-a because it’s fast.
Q. Do you see any food groups lacking on campus?
A. I didn’t like Quiznos really but I think we are missing a place to get soup and subs.
Q. Where do you eat off campus?
A. I’m a big fan of craft beer so I like the pub/bar grill type of places.
3. Now that I have a better understanding of your perceptions of campus I’d like to
move onto Evansdale Crossing. Q. Can you tell me what you know about Evansdale Crossing?
A. It was going to have the journalism floor since I have sat in on meetings with Dana
and Brett.
Q. Going into detail of some of the amenities that the Crossing has to offer which do you
think will benefit you and what your position entails?
A. 2 story Barnes and Noble- I am pumped about that! I am sad that I will not be here
when it completed and I won’t be here for the new College of Media floor. Since I
Q. What aspects do you think they should expand on in order to attract students?
A. The campus is really lacking a tech-center for students. There is a small place below
Towers but this is not convenient. They could expand and work on Macs because tech-
nology is really advancing into iPads and more. Even the BestBuy got rid of their Mac
specialists so the only place to go is Pittsburgh.
Q. What do you see as possible concerns regarding the Crossings development?
A. I know that WVU doesn’t want us to drive but I live by myself at the bottom of Van
Vorris Road and there are no buses. I sometimes have to travel to Fairmont too. As a
freshman I did not need one but as a graduate student it is necessary. Even some classes
require you to travel outside of the county. I don’t mind for paying for parking (actually
keeps people from staying all day)
Q. What are you most excited for the new journalism floor?
I was actually just talking to another grad student. Although this sounds amazing with all
the new technology, but our fear was that if all of our classes are downtown, what would
bring us over to the Evansdale Campus? I would love to use all of the new things but I
wouldn’t have time to go over there. My other fear is that they will split up the classes
too much and it will be too hard to travel between classes. I just need someone to tell me
why I should go over there. Do I have access to everything? When could I use it?
We are now at the end of our interview is there any other thoughts or concerns you would
like to go over?
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Thank you for taking the time to talk to us about Evansdale Crossing.
Interviewee name: Heidi Muller
Interviewee sex: Female
Interviewee position: RHA
*Clarify the purpose of the interview and go over confidentiality and tape recording con-
sent. I am a capstone student working with university relations under John Bolt to design,
develop and execute a campaign, which will build awareness about the potential improve
student and community life. Our team has gathering a great deal of secondary research in
order to aid us in finding out more information on our target audiences. However, there
are things that we cannot know from secondary research that are vital parts in executing a
successful campaign. We have identified you as a key influencer in the community and
would like to take 15 minutes of your time to ask some questions.
1. First, I have some questions about your general background information?
Q. Tell me a little bit about RHA.
A. RHA is a student run organization whose goal is to help the residents within our resi-
dence halls build their experience at WVU. This organization advocates on behalf of our
in-hall student population by addressing problems that might arise in the halls, as well as
considering the overall well-being of the campus as a whole.
Q. What drew you to this field?
A. Honestly, the atmosphere of the organization. The students really strive to develop as
leaders – and they have A LOT of fun doing it. (Positive experience all around)
Q. How close do you live to campus/where do you work on campus?
A. I live on campus, actually. I have an apartment in Summit Hall. I am the Residence
Hall Coordinator of Summit Hall.
2. Now, I would like to ask you some questions about your perceptions of campus
life.
Q. Which campus do you spend most of your time on? And why?
A. Downtown because that’s where I live and work
Q. Of that campus is there a particular building or facility you enjoy the most?
A. Summit Hall
Q. What about that spot are you most drawn to?
A. It’s my home. I also love the people that live and work within it.
Q. If you could arrange the campus to best fit your needs which facilities would be within
5 minutes of one another?
A. I would make a Rec Center as big as the one on Evansdale on the downtown campus.
Q. What aspects of campus do you find lacking? If any?
A. I feel as though a lot of areas on campus are not accessible for students with disabili-
ties. It doesn’t help that our campus is located within the Appalachian Mountain range,
but I think every residence hall should have rooms available for students with needs.
3. Now that I have a better understanding of your perceptions, I’d like to talk more
about specific facilities of campus.
Mountainlair:
Q. Do you frequently visit the Mountainlair? If so, for what reason? If not, why?
A. I do for various reasons – meetings, food, movies at the Gluck, etc.
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Q. Where do you frequently eat, study, or hangout between classes?
A. I am not currently a student, so I don’t have classes. But between meetings I usually
eat in the Summit Dining Hall.
Food/Drink Options:
Q. How often do you purchase meals in a week on campus?
A. Almost every day.
Q. Are those meals breakfast, lunch or dinner?
A. Mainly lunch and dinner.
Q. What are your favorite on-campus food options?
A. I love Tazikis and the Summit Dining Hall.
Q. What types of food options would you like to see on campus?
A. More vegetarian and vegan options please! And BETTER healthy U options.
Q. What are your favorite off-campus food options?
A. I love Saffron and Mother India. Black Bear, Mario’s Fishbowl, and Mountain State
are a few of my faves.
Evansdale Crossing
Q. What do you know about Evansdale Crossing?
A. Nothing, actually.
Q. How did you hear about Evansdale Crossing?
A. Colleagues
Q. What do you hear people saying about Evansdale Crossing? If anything?
A. That they are excited for it.
Q. Let me tell you a little about it! The new student center will offer students a quick way
to access the upper and lower parts of Evansdale Campus. It will be located right off of
the Engineering PRT and is right next to the REC. Inside, Evansdale Crossings will offer;
a large dining area (similar to the Mountainlair) with four dining options, a two story
Barnes & Noble store, a rooftop restaurant with half indoor and outdoor seating, comfort-
able seating for students to take breaks in between class and so much more. There will
also be a floor dedicated to the Reed College of Media that will allow students to interact
with the latest technologies like drones, 3D printers, virtual reality and Google-inspired
pieces as well. Out of these listed items, which excited you the most?
A. The two story Barnes and Noble!!
Q. What things would you add to attract more students? Faculty? Community?
A. A local coffee shop – NOT Starbucks, please.
Q. What do you see as possible concerns related to the Crossings development?
A. Not sure really.
4. Now that we have a better understanding of specific campus features we would
like to talk about the social aspect of campus.
Q. How do you generally find out about on-campus activities? Facebook? Mix email?
Twitter? Etc.? What would you change about the current medium in which you receive
messages about on-campus activities?
A. All of the above. I’m not sure what I would change – sorry!
Q. Which sponsored WVU accounts do you follow on any social media sites? If any?
Q. As many as I possibly can!
Q. What type of information do you pay attention to on these channels and why?
A. Anything that my students would love to hear about.
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Q. Which non sponsored WVU accounts do you follow on any social media sites? If any?
A. The WVU student’s twitter account.
Q. Which channel do you think is the most effective? Why?
A. I think its interesting hearing about WVU related things from this account. It’s very
professional, so I feel as though I gain a better understanding from them, rather than any-
one on Yik Yak for instance.
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C.1 Post Survey In the fall of 2015, Evansdale Crossing will be opening on Evansdale campus. Evansdale
Crossing will serve as the hub of Evansdale campus. Evansdale Crossing will be located
close to the Rec Center and the Engineering PRT. This survey is intended to measure
awareness about Evansdale Crossing.
Should you have any questions about this research project, please feel free to contact
Keryssa Slaubaugh at [email protected] or Erica Smith at [email protected].
Thank you for your time and help with this research study.
1. Prior to this survey, had you heard of Evansdale Crossing?
___Yes ___No
2. If yes, how did you hear about Evansdale Crossing?
____Through friends
____Mix email
____Twitter
____News media (e.g. The DA)
____Banner
____Promotional items
____Other____________________________________________
3. On a scale from 1-5, how likely are you to use Evansdale Crossing? (Circle your
response)
(1) (2) (3) (4) (5)
Never Somewhat unlikely Unsure Somewhat likely Very likely
4. Based on what you’ve heard, what you are most excited about at Evansdale
Crossing?
5. Major: _________________________________________________
6. Please mark your class designation:
____Freshman
____Sophomore
____Junior
____Senior
____Graduate Student
____Faculty/Staff
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C.2 The Dominion Post Article
6. The Dominion Post
155
C.3 The Daily Athenaeum Article
5. The Daily Athenaeum Community tours Evansdale Crossing
By Caitlin Coyne
West Virginia University offered a sneak peek of the Evansdale Crossing, a building be-
ing constructed to connect the upper and lower levels of the Evansdale campus, Friday
afternoon.
The Crossing is scheduled to open in early spring 2016, and will offer several amenities
meant to bring the Evansdale campus up to par with the Downtown campus, including a
two-story Barnes & Noble, a Reed College of Media Innovation Lab, a post office, four
new eateries and several new student services offices.
The Evansdale Crossing really is renovation and rebirth right here on the Evansdale cam-
pus,” said WVU Provost and Vice President of Academic Affairs, Joyce McConnell.
McConnell said she is excited for the opportunities the building will offer for Evansdale
students.
“Think about it as a hub. A hub of student activity offering an array of services,”
McConnell said. “It will enhance the student experience.”
The building is meant to make the lives of the students living on Evansdale more similar
to the lives of those living downtown by offering the same services within walking dis-
tance, she said.
There will be a registrar office, a student accounts office and a financial aid office within
the Crossing to offer easy access to students.
Also featured in the building will be the new Reed College of Media Innovation Lab,
which will be home to several 3D printers, drones and other technology meant to enhance
the experience of those in the Reed College.
“This is a great day for the University and also a great day for the Reed College of Me-
dia,” said Maryanne Reed, Dean of the Reed College of Media. “This building represents
(our) focus on the future.”
Reed said the Innovation Lab is a “game changer,” and anticipates seeing the work that
will be done there in the future.
Four new Morgantown eateries, including a Little Donkey Tacos, a Hugh Baby’s BBQ
and Burger Shop, a Collo Rosso Pizza and a new Taziki’s location will find their home in
the Crossing.
A juice bar and an Octane Coffee Bar and Lounge, which will sell beer and wine, will sit
156
on the top floor.
“We’re doing more than just serving people cups of coffee,” said Doug Van Scoy, the
fresh hospitality Partner representing both Octane Lounge and the juice bar.
Van Scoy said the Octane Lounge and juice bar will create hundreds of jobs while bring-
ing WVU graduates back to the University, referring to the owner of Octane who is a
WVU alumnus.
Also in attendance at the event were Morgantown City coucilmember Nancy Ganz and
Deputy Mayor Marti Shamberger, who both expressed the excitement this building will
hold for not only the University, but the entire Morgantown community.
“From a community perspective, we really appreciate the University keeping us in-
formed,” Shamberger said. “I can’t wait to see (the Crossing) open in the fall.”
The Evansdale Crossing sneak peek was organized and coordinated by Professor Geah
Pressgrove’s strategic communication capstone class, where students have been working
for months to plan the event.
“We had to build awareness for everything,” said Keryssa Slaubaugh, a capstone student.
“We’re really excited about how (the Crossing) will shape the Evansdale campus.”
Some at the tour were given a tour of the inside of the building, but others went on a vir-
tual tour of the building through Google Glass.
“I think this whole building is really exciting,” said Mary Cate Prendergast from Octane
Lounge. “If I had something like this when I went (to) college, I would not have wanted
to leave.”
http://www.thedaonline.com/news/article_8f613820-ec84-11e4-ad0c-37a751eff50a.html
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C.4 WDTV Article
4. WDTV Evansdale Crossing: A Hub for WVU Students Written by Alex Wiederspiel
We're now about a semester away from the opening of a brand new building on the WVU
campus, a building that would make any renaissance man smile.
Speakers were at the Evansdale quad to showcase the currently under construction Evans-
dale Crossing building, which is expected to open in late fall. The new building will hold
a two-story Barnes and Noble, multiple restaurants offering a wide array of healthy eat-
ing options, and an innovation lab for students with the Reed College of Media. The Uni-
versity's goal is to provide students on the Evansdale campus with all the resources they
need to thrive.
"It is going to be the most innovative space that we have at the University," said Provost
Joyce McConnell. "Think about is a hub--a hub of student activity. An array of services
that will be at the disposal of students, faculty, guests, and visitors on the Evansdale
Campus."
The Innovation Center is expected to be a big resource for students. It's going to include
3D printers, virtual reality simulation, Google Glass, and even drones.
http://www.wdtv.com/wdtv.cfm?func=view§ion=5-News&item=Evansdale-Cross-
ing-A-Hub-for-WVU-Students-22730
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C.5 WBOY Article
3. WBOY TV
159
C.6 WAJR Article
2. WAJR Morgantown AM 1440 WVU hosts sneak peek of Evansdale Crossing
Posted by SunshineWiles
MORGANTOWN, W.Va. — Progress continues on a student development on West Vir-
ginia University’s Evansdale campus.
The university is hosting a sneak peek event Friday from 2 p.m. to 4 p.m. at Evansdale
Crossing.
The facility, located near the Engineering PRT station, is still under construction.
According to Maryanne Reed, Dean of the Reed College of Media, the diverse space will
serve students well.
“It will be a space that is conducive for students congregating, for colliding on projects
and really a very open, dynamic space – something that the Evansdale campus is missing
right now,” Reed said.
Evansdale Crossing is a public-private development for a 100,668 square foot facility that
will house the College of Media Innovation Center.
“It is something very modern and very different from what we’re used to seeing. The fact
that we are the main academic program in that building is very exciting,” Reed com-
mented.
The development also will be home to student services, a book store, six restaurants,
study space and classrooms.
An estimated 8,000 students are predicted to use Evansdale Crossing each.
Reed said bringing journalism programs, mostly housed in Martin Hall, to the Evansdale
campus, will lead to new academic collaborations.
“For example, we established a minor in interactive media design with the College of
Creative Arts, and we anticipate the courses will live there,” explained Reed.
Work started on Evansdale Crossing in April 2014. Construction could be complete by
November 2015
http://wajr.com/wvu-hosts-sneak-peek-of-evansdale-crossing/
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C.7 Charleston Gazette Article
1. The Charleston Gazette New WVU campus building to host restaurants, Media Innovation Center
By Ryan Quinn, Staff Writer
West Virginia University expects to begin operating a new, more than $30 million build-
ing next school year that will house restaurants for students on its Evansdale campus in
Morgantown, become the new home for several important university offices and host the
estimated $2.5 million Media Innovation Center.
Corissa Greer, marketing and communications manager for WVU’s real estate depart-
ment, said the five-floor, 100,000-square-foot Evansdale Crossing structure began con-
struction a year ago through a partnership between WVU and a private, Nashville-based
developer called Fresh Hospitality. Fresh Hospitality is funding construction, and WVU
will be one of the tenants.
The new building sits beside the Student Recreation Center.
Greer said the lease contract is for 40 years, with “mutual options” to renew for another
decade; officials said they didn’t yet know what WVU’s annual rent will be. She said the
school recently publicized the development as part of a project by Reed College of Media
seniors, who created a virtual tour of the building and held a “sneak peak” event Friday
for select individuals including members of WVU’s student government.
Dan Simpson, Fresh Hospitality’s managing partner for the project, said the university
will be renting the second through fourth floors and hopes to be fully operating in its
space by the spring semester. Simpson said he hopes to open up some or all of the restau-
rants earlier in October, starting with the rooftop amenities: the I Love Juice Bar and the
Octane Lounge, which will serve wine and beer on tap.
The other restaurants Fresh Hospitality will operate — in partnership with the chefs it
works with, Simpson said — will include Collo Rosso Pizza, Hugh Baby’s Burgers &
BBQ, Little Donkey’s Tacos and Taziki’s Mediterranean Café.
Greer said the building will also have a bank and a 13,000-square-foot, two-story Barnes
& Noble bookstore. WVU will be responsible only for its leased space and the bookstore,
while Fresh Hospitality is responsible for the rest.
Greer said there’s no good current place for students to eat and socialize on the Evansdale
campus, which is about two miles from WVU’s central Morgantown location and holds
the bulk of classes for students in fields like engineering, health science and agriculture.
“We hate calling it a student union because it’s not really that,” Greer said. “But it’s defi-
nitely a place where students on the Evansdale campus can meet one another.”
Simpson referred to the building as a “grand central station.”
“With any luck, it’s going to be the place to be when you’re not in class,” he said.
The building will become the new home of WVU’s registrar, financial aid and student ac-
counts offices. Though this will distance these departments from WVU’s downtown-
based students, Robert Moyer, WVU’s director of facilities planning and scheduling, said
the move will give the offices more room and centralize them at a space with easy-to-ac-
cess parking and a connection to the university’s track-based Personal Rapid Transporta-
tion system at its Engineering stop.
“You don’t have to go to three different buildings and traverse the weather and try to find
a parking space,” Moyer said. “It will be much easier.”
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Moyer said the building is among the final projects in the first phase of redevelopment of
WVU’s Evansdale campus. He said the redevelopment began four to five years ago, and
will end with the spring 2016 completion of the university’s new agricultural sciences
building.
An aim of the redevelopment was to make the Evansdale campus, built in the late 1960s,
more pedestrian-friendly like the downtown campus, Moyer said. He said the Evansdale
Crossing building is critical to that aim because it connects the upper-elevation part of the
campus with the lower-elevation side.
Currently, students have to walk a long way to cross the tracks of the university’s Per-
sonal Rapid Transportation system, whose tracks currently bisect the Evansdale campus.
Evansdale Crossing will also be directly connected to a PRT stop through a pedestrian
bridge.
The main academic anchor of the building will be the Reed College of Media, which
Greer said will be the main user of a new 100-seat and 30-seat classroom there. Evans-
dale Crossing will also hold the college’s 10,000-square-foot Media Innovation Center.
The more than $30 million anticipated cost of the building is only for the core structure
and related costs like public spaces and utilities; the $2.5 million cost of the media center
is separate, as are the university’s other “build-out” costs. Simpson said he doesn’t yet
know what Fresh Hospitality’s costs will be to fill its levels with restaurant equipment
and other final needs.
Maryanne Reed, dean of the media college, said WVU, private donors and dollars her
college has raised through online and off-campus academic programs will fund creating
the Media Innovation Center, which she said is a working title. It will be more than four
times the size of the college’s Alexis and Jim Pugh Media Innovation Lab, which opened
in the fall at the college’s traditional Martin Hall location downtown. She hopes the cen-
ter will open by January.
“This is more of the same,” Reed said. “But a lot more of the same.”
The center will host multimedia studios, 3-dimensional printers, virtual reality technology
and other amenities that Reed said will prepare students to enter the fast-changing media
world and help the college aid the media industry directly. She called the center, where
the college’s online staff will relocate, the “heart” of the college’s new programming.
“I believe it is symbolic of where the industry is headed and how we’re preparing stu-
dents for that changing industry,” she said
http://www.wvgazette.com/article/20150427/GZ01/150429271/1101
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C.8 WVU Today News Release 7. WVU Today WVU announces amenities planned for Evansdale Crossing Corissa Greer
Opening in late fall, Evansdale Crossing, a new building on West Virginia University’s
Evansdale campus, will feature a two-story Barnes & Noble, various restaurants and an
innovation lab, among other amenities.
Adjacent to the Engineering PRT stop, The Crossing will connect the lower and upper
parts of campus through bridges and stairs making it easier to access facilities and travel
on the Evansdale campus. The building will feature a two-story Barnes & Noble, a roof-
top restaurant called the Octane Lounge, a juice bar, student services, classrooms, four
dining choices and a floor dedicated to the Reed College of Media’s new Innovation Cen-
ter.
“Evansdale Crossing will be a physical embodiment of WVU’s commitment to the whole
student and to innovation,” said Joyce McConnell, WVU provost. “By bringing together
so many services and opportunities under one roof, the Crossing will quickly become a
student hub – one more sign that we want our students to be healthy, happy and engaged
members of one WVU.”
The first floor “marketplace” will offer a host of new fresh chef-driven menus with con-
venient grab-and-go items, said Dan Simpson, managing partner of Fresh Hospitality, the
private partner bringing new dining options to the campus.
The marketplace features Collo Rosso Pizza, Hugh Baby’s Burgers & BBQ, Little Don-
key’s Tacos, and Taziki’s Mediterranean Café.
“The fifth floor ‘living room’ will be a fun place to meet, study and hang out between
classes and into the evening,” he said. “Whether you’re in the mood for a taco, artisan
pizza, juice, espresso or craft beer, the Crossing is going to be the place to be." The roof-
top restaurants will include the Octane Lounge and Juice Bar.
The Innovation Center will include classrooms, learning spaces and a host of new tech-
nology including 3D printers, drones, virtual reality, augmented reality and Google Glass.
"The Media Innovation Center will be a physical space and a symbolic place representing
the future-focused direction of the College of Media,” said Maryanne Reed, dean of the
College of Media. “We want it be the sandbox for media innovation and collaboration
within the college and extending to the greater campus community. We are thrilled to
have this new ‘home’ for projects, curricula and programs that will help students and fac-
ulty redefine and re-invent the future of journalism and media communications."
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Marti Shamberger, deputy mayor of Morgantown, said: "Evansdale Crossing will help
students, visitors and residents efficiently navigate the topographic change of Evansdale
campus. The variety of dining options and other amenities will be enjoyed by the whole
community."
http://wvutoday.wvu.edu/n/2015/04/24/wvu-announces-amenities-planned-for-evansdale-
crossing
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C.9 Code Sheet Analysis Evansdale Crossing
The Sneak Peek Event of Evansdale Crossing was a success in reaching out to the
media. Our goal of having three media sources write about our event was met and dou-
bled. Seven news sources reported about the event and the new student centered facility.
All of the media articles contained use quotes from speakers at the event and other
noted people involved in the building and promotion of Evansdale Crossing. This group
of people included: Provost Joyce McConnell, Dean Maryanne Reed, Doug Van Scoy,
Deputy Mayor Marti Shamberger, Corissa Greer, Dan Simpson and Robert Moyer. Prov-
ost McConnell was quoted most frequently saying “Think about it as a hub. A hub of stu-
dent activity offering an array of services.” Dean Reed of the Reed College of Media was
quoted the second most, talking about the new Innovation Center and the benefits that
this will bring to students. Dan Simpson was also quoted often in explanation of the
healthy dining options coming to the marketplace, and the lounge area restaurants. Each
speaker hit a key message that our group was trying to promote.
Each headline contained a positively promoted Evansdale Crossing. WDTV’s
headline for the article was “Evansdale Crossing: A Hub for WVU Students” which using
the word ‘hub’ was a key messaging tactic. A few other articles mentioned that the Ev-
ansdale Crossing has many amenities to offer to students, faculty and the community.
The Charleston Gazette titled their article “New WVU campus building to host restau-
rants, Media Innovation Center” which directly gets the message out.
The media articles all contained important talking points about Evansdale Cross-
ing that we promoted. The marketplace and lounge area were talked about in all seven
media pieces. This aliened with what students seemed most excited for. Six of the articles
referenced the Evansdale Crossing as a hub of activity, which was a key message we pro-
moted. The amenities going into Evansdale Crossing also had a high percentage of being
promoted in the articles. The Reed College of Media Innovation Center, classrooms/study
areas and Barnes & Noble were also mentioned in six articles through quotes from speak-
ers and facts about the building. Student Services and the fact that this building is a result
of a Private-Public Partnership were mentioned in five articles. Our key messaging of
walkability was not promoted enough. Only two articles mentioned the drive to increase
foot traffic on campus. However, four articles talked about Evansdale Crossing becoming
the bridge of Evansdale campus by connecting the upper and lower parts and the PRT.
We anticipate this event being reported about in at least one more media outlet.
The Morgantown Magazine attended the event and interviewed a group member about
both the Sneak Peek Event and the positive aspects that Evansdale Crossing will bring to
the Mountaineer community.
All of the articles written about the Sneak Peek Event were great PR for Evansdale
Crossing. They each contained important quotes and key messaging points that will ex-
cite people about the new amenities coming to Evansdale Campus. The Sneak Peek Event
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was successful in promoting all parts of the student-centered facility coming next fall.
Code sheet: Evansdale Crossing
Media Outlets:
1. The Charleston Gazette
2. WAJR
3. WBOY
4. WDTV
5. The Daily Athenaeum
6. The Dominion Post
7. WVU Today
Anticipated:
8. Morgantown Magazine
Speakers/Noted People:
Provost McConnell Yes 5 . No 2 .
Dean Reed Yes 4 . No 3 .
Doug Van Scoy Yes 1 . No 6 .
Deputy Mayor Shamberger Yes 2 . No 5 .
Corissa Greer Yes 1 . No 6 .
Dan Simpson Yes 3 . No 4 .
Robert Moyer Yes 1 . No 6 .
Headlines
1. New WVU campus building to host restaurants, Media Innovation Center
2. WVU Host sneak peek of Evansdale Crossing
4. Evansdale Crossing: A Hub for WVU Students
5. Community tours Evansdale Crossing
6. University showcases Evansdale Crossing’s offerings
7. WVU announces amenities planned for Evansdale Crossing
Talking Points A. Walkability
Yes 2 . No 5 .
Connector of Evansdale Yes 4 . No 3 .
B. Hub of activity
Yes 6 . No 1 .
Innovation Center Yes 6 . No 1 .
Marketplace/ Octane Lounge Yes 7 . No 0 .
Classroom/study areas Yes 6 . No 1 .
Student Services Yes 5 . No 2 .
Barnes & Noble Yes 6 . No 1 .
Public-Private Partnership Yes 5 . No 2 .
C. Other
Price Yes 1 . No 6 .
Date of opening Yes 6 . No 1 .
Architectural Yes 2 . No 5 .
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D.1 Event Layout
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D.2 Event Schedule
Time Action Assigned Person
10:00 Event setup Facilities
12:00 Arrive at event Kristen, Erica, Keryssa, Carley, Sierra, Ni-
cole
12:05 Walk through event setup Kristen, Erica, Keryssa, Carley, Sierra, Ni-
cole
12:10 Walk around campus to hand out busi-
ness cards
Kristen & Nicole- Engineering
Keryssa & Carley- Quad
1:00 Help with food and technology setup Kristen, Erica, Keryssa- food
Nicole, Carley, Sierra- technology
1:30 Send team member down to help with
parking
Kristen
2:00 Greet Speakers Marti Shamberg- Carley
Dean Reed- Kristen
Doug Vanscoy-Keryssa
Joyce McConnell- Erica
2:00 Sign in guests and hand out programs Nicole and Kristen
2:00 Food Sampling Erica
2:00 Technology preview/ samples Keryssa
2:15 Speaker Joyce McConnell
2:20 Speaker Dean Reed
2:25 Speaker Doug Vanscoy
2:30 Speaker Marti Shamberger
3:15 Invite guests to walk around Evansdale
Crossing
Sierra
3:30 Thank guests for coming Erica
3:35 Clean up trash Kristen, Erica, Keryssa, Nicole, Carley,
3:45 Take down tent, table, podium, etc. Facilities
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D.3 Invite Lists
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170
171
172
173
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D.4 Invitation
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D. 5 Event Program
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D. 6 Business Card
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D.7 Banner
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D.8 Media Advisory
Evansdale Crossing
West Virginia University
Morgantown, WV 26505
MEDIA ADVISORY CONTACT: Tony Dobies
(304) 293-6997
An-
April 15, 2015
WEST VIRGINIA UNIVERSITY PREPARES TO OPEN A NEW STUDENT
CENTERED FACILITY THIS AUGUST
WHAT: A “Sneak Peek” at West Virginia University’s new student cen-
tered facility on the Evansdale Campus, scheduled for completion
in the late fall.
WHO: Distinguished guests include:
Provost McConnell, West Virginia University, kicking the event
off explaining the benefits of the building throughout the students
and faculty of WVU.
Dan Van Scoy, Fresh Hospitality, announcing the new restaurants
planned for Evansdale Crossing. Samples of the new food options
coming to campus will be provided.
Dean Maryanne Reed, Reed College of Media, will share infor-
mation and demo new technology coming to the Innovation Center
at Evansdale Crossing.
Marti Shamberger, Morgantown, Deputy Mayor, will share how
this new facility benefits the community.
WHEN: Friday, April 24, 2 p.m.
WHERE: Green quad in between the University’s Engineering Science
building and the Engineering PRT Station.
NOTES: Free parking is available at the WVU Creative Arts Center, only a
short walk from the event.
# # #
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D. 9 Social Media Influencers Name Twitter Handle
Brooke Tower @WVUBrookeTower
Class of 2018 @wvu_2018
Gordon Gee @GordonGee
Her Campus WVU @HerCampusWVU
Lincoln Hall @WVULINCOLNHALL
Morgantown Magazine @MorgantownMag
Sigma Phi Delta WVU (Engineering Frat) @WVU_SPD
The Daily Athenaeum @DailyAthenaeum
The Dominion Post @DominionPostWV
U92FM // WWVU @U92_FM
WELLWVU @WELLWVU
WVU A&E Events @wvuevents
WVU Bookstore @WVUBookstore
WVU Class of 2019 @WVU2019
WVU College of Education and Human
Services
@WVU_CEHS
WVU College of Media @wvumediacollege
WVU Construction @WVUConstruction
WVU Creative Arts @WVUCCA
WVU Davis College @wvudavis
WVU Facilities and Services @WVUFacilities
WVU Financial Aid @WVUFinancialAid
WVU GradED & Life @WVUGradEd
WVU Greek Life @WVUGreekLife
WVU Health Magazine @WVUHealth
WVU Libraries @wvuLibraries
WVU Mountaineers @WestViginiaU
WVU NewsFeed @WVUNewsFeed
WVU SGA @wvusga
WVU Society of Hispanic Engineers @WVU_SHPE
WVU Statler College @wvustatler
WVU Student Activities @WVUOSA
WVU Students @WVUStudents
WVU Trans & Parking @WVUDOT
WVUToday @wvutoday
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D.10 Social Media Calendar
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D. 11 Giveaway Outline
Sweepstakes Giveaway
Objective
To gain follwers
Prize
T-shirts
Google boxes
Requirements 1. Must be following @WVUCrossing
2. Retweet this tweet
3. Must be a current WVU student
Time
Announce giveaway at 9 a.m. daily
Choose winner at 5 p.m. daily
Prize
Food gift cards
Requirements
1. Must be following @WVUCrossing
2. Must be a current WVU student
3. Must include hashtag #
4. In 140 characters or less tell us what food you cant wait to eat at in
Evansdale Crossings and tag one friend who you want to share that
meal with.
Time
Announce giveaway at 9 a.m. daily
Choose winner at 5 p.m. daily
Creative Giveaway
Objective:
To raise awareness of Evansdale Crossing
Prizes:
Monday-Thursday: one $50 Barnes & Noble gift card
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Friday: 1 technology prize (most likely iPad)
Requirements: 1. Must be following this account.
2. Must be a current WVU student
3. Action:
a. Monday- Tweet us your most creative selfie with the Evansdale
Crossing building in the picture.
b. Tuesday- Tweet us a picture showing your WVU pride.
c. Wednesday- in 140 characters or less, tell us what you are most ex-
cited about in Evansdale Crossing and why.
d. Thursday- Tweet us a photo of what you would spend your gift
card on.
e. Friday- in 140 characters of less, tell us why you deserve to win
the technology prize (iPad). Must include the hashtag #
Time
Announce giveaway at 9 a.m.
Giveaway will close at 6 p.m
Winners will be chosen at 7 p.m. (Gives time to review the entries)
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D. 12 Website Content
Homepage
Headline top: OPENING
Headline bottom: LATE FALL 2015
Intro text: Evansdale Crossing will be the new student-centered hub of activity for
the Evansdale campus! Check back often to get the latest updates!
Services: Evansdale Crossing will be the future home of Student Services, includ-
ing the Financial Aid Office, University Registrar, and Student Accounts.
Amenities: Evansdale Crossing will have restaurants, study spaces, classrooms, a
rooftop lounge, and more.
Follow Us: Be sure to follow us on Twitter @WVUCrossing [Twitter widget]
About
Evansdale Crossing is one of WVU’s latest Public Private Partnership projects.
This building will act as the new student-centered hub of activity for the Evansdale cam-
pus. Evansdale Crossing is centrally located in the heart of Evansdale and is easily acces-
sible from the Engineering PRT Station. One of the major goals of this project is to unite
the upper and lower portions of the Evansdale campus.
Crews began to break ground on the project in April 2014, with an expected comple-
tion date in late fall 2015. The architect for Evansdale Crossing is Strada and heading the
project, as contractor, is March Westin. This is the not the first time WVU has worked
with Strada. Other WVU projects that Strada designed include:
College of Law Addition and Renovation
College of Law Master Plan and Classroom Renovations
The Alexis and Jim Pugh Media Lab in the College of Media
Student Services
When the building is complete, Student Services will be making way to its new
home in Evansdale Crossing. This will be the only location for these offices.
Financial Aid
Registrar
Student Accounts
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Amenities
With approximately 100,668 SGF of space and five levels, Evansdale Crossing has the
room for some exciting new amenities. Some of the building’s plans include:
Two state-of-the-art classrooms (one 50-person and one 100-person room)
PNC Bank
A two-story Barnes & Noble Bookstore
College of Media Innovation Center
Comfortable study spaces
New chef-driven restaurants; Collo Rosso Pizza, Tazikis Mediterranean Café, Lit-
tle Donkey Tacos, and Hugh-Baby’s BBQ and Burgers
Octane, a roof-top lounge serving coffee, beer and wine
A juice bar
Stay Connected
Don’t be the only one unaware of what’s going on! Be sure to follow us on these
other channels to stay connected.
Twitter widget
Email widget
Possible comment section
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D.13 Event Images
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