finalreport (1)

Catholic Relief Services Fair Trade Sale

December 3, 2016

Happy Home Creative Group & Five Star Public Relations

Molly Adams, Alyssa Barnes, Sarah Cantwell, Genevieve Inclan, Caitlin Homcy, Madison

Jenkins, Elise Moeller, Morgan Loucks, Kathleen Ryan

5 Star Public Relations & Happy Home Creative Group 1

Table of Contents Executive Summary……………………………………………………………………………… Background Research Report…………………………………………………………………….

Situation Analysis……………………………………………………………………….. Organization Analysis…………………………………………………………………....

Audience Research………………………………………………………………………………. Audience Analysis Plan………………………………………………………………… Survey Questionnaire ………………………………………………………………….. Summary of Survey Findings…………………………………………………………...

PR Campaign Plan…………………………………………………………………………………. Implementation ……………………………………………………………………………………. Campaign Evaluation……………………………………………………………………………….

Results……………………………………………………………………………………… Final Recommendations…………………………………………………………………….


Executive Summary

Throughout course of the semester, Happy Home Creative Group and Five Star Public

Relations collaborated to develop a public relations campaign plan to promote the 13th annual

Catholic Relief Services’ Fair Trade Sale. The sale was held on December 3, 2016 at University

of Dayton’s River Campus and any student who attended the sale received a PATH point

towards their housing, which created an opportunity to target students to purchase Christmas

gifts at the sale.

To begin our campaign, we analyzed the situation to create a problem statement based on

the lack of awareness about last year’s fair trade sale, which resulted in only 20 University of

Dayton students attending the sale. Our problem statement encompassed the need to increase

awareness about the fair trade sale in order to increase attendance. In order to analyze the

organization, we conducted background research on Catholic Relief Services to understand their

mission and partnerships that enable the fair trade sale to occur.

We gained insight on the citizens of the city of Dayton who regularly attended the sale

when it was held at the Bergamo Center for a consecutive eight years and they were very upset

once the sale changed to St. Peter’s Church, which caused attendance to decrease CRS Fair

Trade Sale. This year, the sale will be held at University of Dayton’s River Campus for the

second year and in order to understand University of Dayton undergraduate’s perception of fair

trade and the sale in general, we released an online survey to students.


Background Research

Situational Analysis:

Problem Statement:

Catholic Relief Services in Dayton, Ohio, lost potential funds last year due to the

decrease in sales and attendance at their annual Fair Trade Sale. This was due to a low awareness

about the event since the sale has moved and a perceived lack of variety in items being sold from

year to year. This is a problem for the artisans of the products sold at the CRS Fair Trade Sale

and this threatens Catholic Relief Services’ ability to fully nurture global communities facing

poverty.

Additional Issues:

The CRS Fair Trade Sale switched locations to the River Campus at the University of

Dayton in December of 2015. The sale originally began in Bergamo which had the most success

out of all the locations. After Bergamo, the sale moved to St. Peter’s which caused sales to

plummet because of its northern location and confusion about who the sale was for. The Catholic

Social Action Office decided to move the CRS Fair Trade Sale to River Campus in order to be

closer to its clients that tend to be more centrally located in the south (Long). The Catholic

Social Action Office wants to reestablish the success the sale has seen in previous years at the

Bergamo location, at River Campus this December of 2016. This situation involves the Catholic

Social Action Office’s relationship with the Catholic Relief Services, the Weavers of Justice,

SERRV, Equal Exchange, and the artisans and farmers who experience poverty throughout the

world.


If campus awareness and attendance does not increase at the Fair Trade Sale in December

2016, the Catholic Social Action Office will jeopardize its ability to fulfill its mission which

states; “Through local implementation of the U.S. bishops’ Catholic Campaign for Human

Development and Catholic Relief Services programs, we work to create bonds of solidarity

between local Catholics and the poor and vulnerable in our communities and around the world,”

(“Mission Statement,” 2016). In the future, if this situation goes unhandled, a continued

decrease in sales and attendance could cause the CRS Fair Trade Sale to no longer exist in the

Miami Valley community. The opportunity presented to Five Star Public Relations and Happy

Home Creative Group is to expand the CRS Fair Trade Sale message of global solidarity and

fair trade to University of Dayton’s undergraduate students.

Organizational Analysis: History:

Over 15 years ago Catholic Relief Services formed a partnership with SERRV in order to

encourage Catholics in the United States to buy fair trade crafts. “Annually CRS has sold over

$2 million dollars worth of crafts, coffee, and chocolate at these fairs. Through SERRV, CRS

has partnered with 54 artisan and farmer groups across 25 different countries,” ("About Us,"

Catholic Relief Services Fair Trade Program Comments). In order for something to be

considered fair trade the producers must be provided with fair wages, advancement

opportunities, equal employment opportunities, protections for women and children,

environmentally sustainable practices, transparency, strong trade relationships, healthy and safe

working conditions, and financial and technical assistance to producers, ("About Us," Catholic

Relief Services Fair Trade Program Comments ).


Mission:

The mission statement of Catholic Social Action states, “The Catholic Social Action

Office and Commission empower Catholics in the Archdiocese to celebrate and live out the

Gospel call for life, human dignity, and care for God’s creation through Catholic Social Teaching

formation, organized social ministries, and opportunities for public advocacy and action,”

(“Mission Statement,” 2016). To accomplish this, the Office offers parishes, schools and

Catholic entities a wide variety of formational programs on Catholic Social Teaching. It

supports the development of “Communities of Salt and Light” through organized parish social

ministry and coordinates a number of archdiocesan-level and multi-parish ministries around

timely life, social justice, and rural life concerns. It also represents the Archdiocese in the public

square on many of these issues, carrying forth the positions of the Archdiocese, the Catholic

Conference of Ohio and the U.S. Conference of Catholic Bishops. Through local

implementation of the U.S. bishops’ Catholic Campaign for Human Development and Catholic

Relief Services programs, we work to create bonds of solidarity between local Catholics and the

poor and vulnerable in our communities and around the world,” ("About Us," Archdiocese of

Cincinnati ).

Performance:

In December of 2015, the location of the CRS Fair Trade Sale moved to University of

Dayton River Campus. In order to engage University of Dayton students to attend the sale, CRS

partnered with Campus Ministry in order to promote the sale which did not result in high student

attendance. With the sale being in such close proximity to Main Campus, it is important to CRS

http://www.usccb.org/beliefs-and-teachings/what-we-believe/catholic-social-teaching/communities-of-salt-and-light-reflections-on-the-social-mission-of-the-parish.cfm

http://www.ohiocathconf.org/

http://www.ohiocathconf.org/

http://www.usccb.org/

http://www.usccb.org/cchd

http://www.crs.org/

http://www.crs.org/


and the artisans themselves to have students attend the sale. This attendance is important in order

to raise sales of the fair trade products and to raise awareness of the issues resulting from not

purchasing fair trade products. In the past, the Catholic Social Action Office had seen the most

success at the Bergamo location. The Catholic Social Action Office is now looking to reach out

to a younger generation now that the sale is closer to the University of Dayton campus.

Internal structure and management:

In Cincinnati, Tony Stieritz is Director for Catholic Social Action, Tammie Mers is the

Administrative Assistant, and Sr. Tracy Kemme is the Issue Campaign Coordinator. Pam Long

holds the management position of Regional Director of Greater-Dayton Area for Catholic Social

Action and Joanna Nuvel is the Administrative Assistant.

Funding:

Catholic Social Action’s funding comes from a variety of schools, parishes, agencies,

offices, and other specific ministries with volunteering and financial support in the Archdiocese

of Cincinnati, (“Global Solidarity,” 2016).

Internal Opportunities and Challenges:

Catholic Social Action has internal opportunities as well as internal challenges. Some

opportunities are that they are well known throughout Cincinnati and the greater Dayton area.

They also have a large community of donors and volunteers. Challenges the organization faces

include raising less funds expected last year at the Fair Trade sale, which caused less funding for

them as an organization overall.


External Environment: Competition:

Catholic Social Action’s competition lies within other charities that are not affiliated with

the Archdiocese of Cincinnati. For example, the Dayton’s Graceworks Lutheran Services and

United Way are local charities who are not involved in the Archdiocese of Cincinnati. Also,

national charities may take away from a local charity because national charities are more visible.

Opposition:

In addition to the competition, groups who oppose Catholic Social Action’s mission are

companies and businesses that use cheap labor for mass production and those who do not support

international labor. Although we do not anticipate these companies or business as a direct threat,

it is important to recognize that some companies do not support international labor.

External Impediments:

External impediments for Catholic Social Action stems from the current economic state

in Dayton. “As of 2013, the average household income of Dayton’s population is $28,965. This

is roughly 50% lower than the average household income in Ohio. Because of the lack of

income, they are less likely to donate to a charity because they are struggling financially,”

(Long). This hinders the success of the sale because the customers are not likely to be financially

stable; therefore, less willing to spend their money on the products.

Publics and Stakeholders:


While the external impediment will cause an issue for Catholic Social Action, they have

various publics and stakeholders that support their mission. For example, parishes, schools,

agencies, offices, and other specific ministries that share similar interests actively donate to CSA,

which contributes to their success.

Opportunities and Challenges:

The opportunities for Catholic Social Action lie within the community that provides

volunteers and supports the artisans and their work. External challenges the organization faces

are low income residents and those who are not able to support their mission.

Public Perception:

Lastly, we believe the product is invisible to the University community because there was

a lack of awareness and promotion for the sale on the University of Dayton campus in 2015. The

organization relies on basic marketing (i.e. flyers and posters) and is not up to date with digital

marketing trends. Because of their lack of digital marketing, it shows they do not have an

understanding of who they are trying to reach. For example, a large portion of the University of

Dayton was unaware of the sale last year and they are one of the organization’s key publics --

considering most college students are very active on social media, they should have used other

mediums to more successfully reach the campus. Catholic Social Action is highly respected

among the Greater Dayton area. For example, many society members support many aspects of

the Catholic Social Action’s mission. The community supports and helps with their endless

efforts to help the vulnerable and poor throughout the world.


Catholic Relief Services has been around for over 70 years, since the second World War.

According to their website, they have connected with over 100 million people from 101

countries (Catholic Relief Services, 2016). The prevalence of social media in today’s society

benefits CRS greatly through easy access to target audiences about their organization and their

events. They can reach a greater number of people through this channel. Their organization has

helped, and continues to help, an incredible amount of people and has countless volunteers for

emergency services and immense amounts of donations of food and money (Catholic Relief

Services, 2016). They are able to reach many people in large part due to their roots in

Catholicism (Catholic Relief Services, 2016). They also accept volunteers, donations and

employees from different backgrounds. Catholic Relief Services is a popular organization known

for their dedication to helping those in need. Whether they are providing emergency services or

raising money or promoting solidarity, the organization’s focus is on human rights and dignity.

Charity Navigator, a website that rates charities based on their financial statements and

transparency, gave Catholic Relief Services an overall score of 85 out of 100 (Charity Navigator,

2016). Their financial score was a 79/100, and their accountability and transparency score was a

97/100. Catholic Relief Services also ranks fifth for the overall score among charities performing

similar types of work. Based on these numbers, Catholic Relief Services has a strong reputation

in their field for being responsible with their donations and transparent in their actions. Charity

Navigator specializes in evaluating well-known charities all over the country (Charity Navigator,

2016). Their review implies that Catholic Relief Services has a solid background with

communities in the nation.


December 3, 2016

Audience Research

Identification and analysis of key publics:

The key publics for the CRS Fair Trade Sale are all undergraduate students at the

University of Dayton (UD). We are targeting this group because of their close proximity to the

River Campus and because the students share common values with the Catholic Social Action

Office such as; solidarity, community and service.

Analysis of Key Characteristics:

Issue: University of Dayton undergraduates will want to purchase items in the CRS Fair Trade

Sale; this public needs only basic information on fair trade and on the location of River Campus


Organization: This key public shares the Marianist based values of service and community with

the Catholic Social Action Office. The University of Dayton undergraduate students can be

called upon for action.

Communication: This public occasionally participates in activities at the River Campus and has

access to general news media and the Flyer News newspaper. This public is not actively seeking

information because an announcement has not yet been made, but it could be expected to be

attentive to information through various social media platforms. Credible sources include

campus organization leaders and students involved in residence life.

Personality Differences: This is a diverse group of people, some members having preferences

for messages that are factual and logical, while others prefer messages focused on sentiment and

vision.

Demographics: Ages vary from 18-22. University-level education. Close geographic proximity

to River Campus.

Audience Analysis Plan

Group: Five Star Public Relations; Molly Adams, Morgan Loucks, Genevieve Inclan, Kathleen

Ryan

Client: Catholic Social Action Office

PR Challenge: To increase student attendance and overall sales at the CRS Fair Trade Sale while

creating a better understanding of the importance of fair trade

Audience Research Goal: To investigate the general awareness of the CRS Fair Trade Sale, and

the overall attitude towards fair trade on campus


Target Audience: The University of Dayton undergraduate student body

Sample Size: 112 undergraduate students at the University of Dayton

Audience Research Method: Quantitative

Sample Selection: The University of Dayton campus; specifically, Kennedy Union, the Roesch

Library, Marianist, and the RecPlex

Data Collection Period: September 30 through October 5

Audience Research Instrument: Online survey

Number of Questions: Total 10 questions (3 demographic questions, 2 regarding River Campus,

3 regarding purchasing patterns, and 2 on fair trade understanding and awareness)

Data Analysis Method: Survey Monkey

Five Star Public Relations Fair Trade Sale Survey 1. What gender do you identify with?

-Male -Female -I prefer not to say

2. What year are you in school? -Freshman -Sophomore -Junior -Senior 3. Where on campus, do you live? -Dorm Complex -Apartment -House -I live off campus 4. When you purchase a gift, what do you consider most? (Circle all that apply) -price -fair treatment of laborers


-durability -handmade 5. On average, how much do spend on Christmas gifts each year per person? -$10-$25 -$25-$40 -$40-$65 -$65 + 6. What do you know about fair trade and/or fair trade products? 7. How willing would you be to attend an event at the University of Dayton’s River Campus? -very likely -likely -unlikely -not very likely -I don’t know where the River Campus is 8. Have you ever been to the Catholic Relief Services Fair Trade sale? -yes -no 9. If you were buying a present for a family member, what category would it usually fall under? (Circle all that apply) -jewelry -food -apparel -home décor -other _______________ 10. What would prevent you from attending an event at UD’s River Campus? Summary of research findings

In total, 112 University of Dayton undergraduate students completed our survey on fair

trade. Through our general demographic questions, we were able to discover a few trends.


Majority of the participants that answered our survey were female, approximately 82%, and all

participants lived on campus. With these trends in mind, we think this tells us that we will need

to focus our campaign to high-traffic places on campus (i.e. hosting KU table hours, etc.). We

also learned that most students, about 69%, that answered our survey lived in houses (senior,

junior population) which means that placing flyers with information about the sale in mailboxes

would also be very beneficial. Also, since majority of the students that filled out our survey were

female, we will highlight products that are more popular with young women, such as; candles

and jewelry.

Regarding our questions about buying behaviors, about 93% of students said that when

they purchase a gift, their number one concern was price, and about 40% said it was durability.

We asked this question to further understand what products we should highlight throughout our

campaign. If we choose to showcase high-quality products at an affordable price, University of

Dayton undergraduate students will be more likely to attend the sale. We also discovered that

most undergraduates (51%) tend to spend around $25-40 on a gift -- again, telling us where to

focus our attention regarding the new products introduced this year at the CRS Fair Trade Sale.

Regarding the location of River Campus, majority of students have no idea where it is

which tells us that it is extremely important to highlight the close proximity it has to the

University of Dayton campus. We believe the lack of awareness regarding the location of the

River Campus directly correlates with the lack of attendance in the CRS Fair Trade Sale. Adding

a map of River Campus from the main University of Dayton campus will allow students to see

firsthand how close it is. We also believe highlighting the shuttle that will be available on our

flyers will have an immense impact on attendance. When we asked how willing students would


be to attend the Fair Trade Sale, about 34% said “not very likely” and “19%” said they wouldn’t

attend due to the location. We believe if students knew that the River Campus was only a few

miles off campus -- we could increase attendance significantly.

Finally, only 8% of students that participated in our survey have ever attended the CRS

Fair Trade Sale. We believe that if we increase understanding of what fair trade is and the impact

it has on poor communities, we will appeal to students ethical responsibilities and they will have

a stronger desire to attend. When we asked about what the students understood about fair trade,

most had no idea, or believed it involved better working conditions for workers. This tells us

that moving forward in our campaign, increasing understanding of what the true definition of fair

trade is vital.


Group: Happy Home Creative Group: Elise Moeller, Caitlin Homcy, Alyssa Barnes, Madison

Jenkins, Sarah Cantwell

Client: Catholic Relief Services Fair Trade Sale

PR Challenge: To increase the awareness of the one-day sale among University of Dayton

students.

Audience Research Goal: To investigate the general awareness of the Catholic Relief Services

Fair Trade Sale; the general attitude towards purchasing fair trade products; and the descriptive

characteristics of the University of Dayton undergraduate students.

Target Audience: UD undergraduate students

Sample Size: 250 students at the University of Dayton

Audience Research Method: Quantitative

Sample Selection: The University of Dayton, specifically Stuart Hall, Marycrest Hall, Founders

Hall, Virginia W. Kettering Hall, Kennedy Union and the Student Neighborhood.

Data Collection Period: September 28 through October 4 2016


Audience Research Instrument: Survey

Number of Questions: 20 total questions (5 demographic questions, 14 questions on the students’

perception of Catholic Relief Services and the Fair Trade Sale, 1 filtering question)

Data Analysis Method: SPSS

We decided to choose an online survey as our method on audience research. Since our

key publics consist of millennials, we know that we can easily get the word out through posting

on a variety of social media platforms (i.e. Facebook, Twitter, e-mail). We also chose to conduct

this survey online because it allows us to send it to one contact and have them send it to their

friends, etc. allowing us to efficiently increase the sample size. We chose the website,

Surveymonkey, to conduct this online survey because it compiles the responses into statistical

data so that we can quickly and easily learn more about what our public is responding.

Happy Home Creative Group Fair Trade Survey 1. What is your gender?

A. Female B. Male

2. What year are you at the University of Dayton?

A. Freshman B. Sophomore C. Junior D. Senior

3. Where do you live on campus? 4. What organizations are you ACTIVELY involved in on campus? 5. How do you receive your information regarding on campus events? (Check all that apply) __Email __From a friend __Poster in places of residence or academic buildings __ Classroom presentation __ RA or Fellow


__ Orgsync Calendar __ Flyers in your mailbox 6. What is your typical price range when holiday gift shopping for ONE individual family member or friend?

A. Less than $15 B. $16-30 C. $31-45 D. $46-60

7. Which holiday gifts are you most likely to purchase for your family members or friends? (Check all that apply)

A. Household items B. Jewelry C. Clothing D. Food E. Other _______

8. On a scale from 1 to 5, how important is it for your holiday gifts to be fair trade products?

1. Extremely important 2. Slightly important 3. Neither important nor unimportant 4. Slightly unimportant 5. Extremely unimportant

9. Prior to reading the definition stated in question 8, what did you know about fair trade products? 10. Have you ever purchased a fair trade product in the past?

A. Yes B. I am unsure C. No

11. On a scale from 1 to 5, how interested would you be in shopping at a fair trade sale?

1. Extremely interested 2. Slightly interested 3. Neither interested nor uninterested 4. Slightly uninterested 5. Extremely uninterested

12. Are you familiar with the Catholic Relief Services Fair Trade Sale at the University of Dayton’s River Campus? Have you attended this event in the past?

A. Yes, I am familiar with the the Catholic Relief Services Fair Trade Sale, but I have not attended the event.

B. No. I am not familiar with the Catholic Relief Services Fair Trade Sale.


13. If transportation were provided to the University's River Campus, would you be interested in attending the Catholic Relief Services Fair Trade Sale?

A. Extremely likely to attend the Fair Trade Sale. B. Slightly likely to attend the Fair Trade Sale. C. Neither likely nor unlikely to attend the Fair Trade Sale. D. Slightly unlikely to attend the Fair Trade Sale. E. Extremely unlikely to attend the Fair Trade Sale.

Data and Tables


Summary of Survey Findings

After Happy Home Creative Group constructed our audience analysis survey using

surveymonkey.com, we sent the survey to University of Dayton undergraduate students by

asking members in the organizations that we are involved in, such as Kappa Delta, Theta Phi

Alpha and Love Your Melon to complete it. We also posted the survey on of the University of

Dayton class of 2020, 2019, 2018 and 2017 pages. In total, 205 students completed our survey.


From our demographic questions, we found trends within the 205 respondents. For

example, we mainly reached women and specifically 85.9% were female and 14.1% were male.

We had an equal representation among freshmen, sophomores, juniors and seniors fill out the

survey, which showed us that we should equally promote to each of the residence halls on

campus and to upperclassmen.

In terms of shopping, the respondents showed that based on what they typically purchase

for holiday gifts, they would be interested in the items sold at the sale. When it comes to

purchasing an item, 62.4% of those who responded said that they typically spend $16-30 on one

person when they are holiday shopping. Additionally, 83.9% said they typically purchase

clothing for a gift for a family member, 53.7% said that they would most likely purchase home

decor, 61% said that they would more likely purchase jewelry as a gift and 24.9% said that they

would prefer to purchase food as a gift. In comparison to the items sold at The Fair Trade Sale,

scarves, kitchenware, mugs, ornaments, jewelry and chocolate were most likely to be within the

ideal price range for University of Dayton undergraduate students to purchase as a gift.

We were interested in how students gain awareness about organizations in order to

develop a strategic campaign plan to reach the most students on campus. According to our

findings, 95.1% of our respondents indicated that they hear about their events through email

67.8% hear about events through a friend, and 45.9% indicated that posters in residence halls are

most effective. They also mentioned that they seek events on the Orgsync calendar and hear

about them through their residence assistants or through a fellow. The majority of University of

Dayton students are actively involved in several organizations, which is an opportunity to

promote events to a larger demographic. We asked students which organizations they were


actively involved in to gather information on which organizations we should collaborate with to

reach the largest demographic on social media. Many of the students were in Greek

organizations, Sustainability Club and Determined to Develop.


PR Campaign Plan Goal: Increase the attendance of University of Dayton students and impact their awareness of fair

trade.

Objective 1 (Awareness): To have an effect on awareness specifically to inform 25% of

University of Dayton undergraduate students of the CRS Fair Trade Sale by December 3, 2016.

Strategy: Audience feedback - Develop informational opportunities to engage students to

become aware of the CRS Fair Trade Sale.

Tactic 1: Post fliers in residence halls, the RecPlex and Kennedy Union

with photos of specific items being sold to increase interest to holiday

shopping at the Fair Trade Sale.

Tactic 2: Create and hand out magnets to students reminding them of the

date, time and location of the sale.

Tactic 3: Create an OrgSync event and add to the University calendar.

Tactic 4: Hold table hours on the University of Dayton campus at

Kennedy Union on Wednesday, November 30 and Friday, December 2

Tactic 5: Host Thursday Night Live, a weekly showcase featuring UD

student musicians, at the Art Street Cafe on the University of Dayton

campus

Objective 2 (Acceptance): To have an effect on acceptance, specifically to increase the interest

of 15% of University of Dayton undergraduate students in purchasing fair trade products prior to

December 3, 2016.


Strategy: Audience interest- Implement a social media campaign to engage University of

Dayton students with the purpose of enhancing interest in purchasing fair trade products.

Tactic 1: Partner with on-campus organizations through collaborative

advertising on social media of the Fair Trade Sale by explaining the

impact that CRS has on refugees families from underdeveloped countries.

Tactic 2: We will hold a Snapchat filter contest for students to submit a

creative Snapchat with the fair trade filter to promote shopping fair trade.

Tactic 3: Create hand-outs that share personal stories of the artisans whose

products will be available at the sale.

Tactic 4: Write an article for Flyer News that will define fair trade and

notify students of the CRS Fair Trade Sale

Tactic 5: SGA (Student Government), Phi Beta Chi, will post on their

social media accounts before the event regarding the benefits of fair trade

Objective 3 (Action): Generate action among UD undergraduate students specifically to have

1.5% (150 students) of the student population attend the sale on December 3, 2016.

Strategy: Develop a variety of approaches for UD students in order to motivate them to

attend the sale

Tactic 1: University of Dayton Housing and Residence will allow the sale

to be PATH (Points Accumulated Towards Housing) approved to help

appeal to the younger student body


Tactic 2: Promote the availability of the free shuttle service from central

points of the University of Dayton’s main campus to the University of

Dayton’s River Campus

Tactic 3: Gamma Epsilon Lambda and Phi Beta Chi will allow member

attendance to count towards their required service hours

Tactic 4: Appeal more to the wants indicated in the survey

(placement/types of certain products)

Tactic 5: Create a Facebook event and post it to each University of Dayton

class page

Tactic 6: Contact the department advisors of communication, human

rights, and social justice majors as well as sustainability, energy and the

environment (SEE) minors to send an informational email to students

explaining the general event details of the Fair Trade Sale.

Tactic 7: Promote the event as a service event for Residence Assistants for

the completion of their service requirement.

Implementation:

Our first objective was to raise awareness, specifically to inform 25% of University of

Dayton’s undergraduate students of the CRS Fair Trade Sale. Therefore, our strategy was to

develop informational opportunities to engage students in order to become aware of the sale. We

fulfilled this objective and strategy through implementation of various tactics leading up to the

CRS Fair Trade Sale on December 3.


Our first tactic regarding awareness was to post fliers which featured details about the

date, location and time of the sale. In addition, we included the availability of University shuttles

from campus to the sale, the PATH Point eligibility of the sale, and photos of items being sold at

the sale as well as the artisans who created these items. Our team created a template of the flier

on November 8 and the design was approved by Professor Kelly Vibber and Pam Long on

November 14. After the fliers were approved, our team printed 200 copies at the Kennedy Union

Copy Center. Later that day, we brought the fliers to the Center of Student Involvement to be

approved and stamped. This was a necessary step because it is a University policy to gain

approval before posting fliers in any University academic buildings or residence halls. Once

Center of Student Involvement stamped the fliers, we posted a total of 184 in each of the

residence halls (Founders Hall, Marycrest, Stuart Hall, Marianist, Lawnview Apartments, Irving

Commons, Gardens Apartments, Caldwell and Campus South), Kennedy Union, St. Joseph’s

Hall, Science Center, Jesse E. Phillips Humanities Center and on the windshield of students’

parked vehicles.

Our second tactic was to create magnets detailing the time, date, and location of the sale

as well as a brief sentence stating why shopping fair trade is important. We created these

magnets and handed them out to University students for them to place on their door or

refrigerators in their dorms, apartments or houses. The magnets served as daily reminder of the

sale leading up to December 3. On November 14, we printed 20 laminated pages, with 10

magnet design on each page, at the Kennedy Union Copy Center. Therefore, we printed a total of

200 magnet designs. Both Happy Home Creative Group and 5 Star Public Relations cut out the

individual, laminated magnet design and glued small, circular magnets on the back of each one.


These finished magnets were given out to students during the Thursday Night Live we co-hosted

at ArtStreet on November 17 and during our table hours at Kennedy Union on November 30 and

December 2.

Our third tactic was to encourage the New Abolitionist Movement to create an OrgSync

event for the CRS Fair Trade Sale. This was necessary request because only on-campus clubs

and organizations, like the New Abolitionist Movement, can create events for the University of

Dayton Orgsync calendar. After we contacted and discussed the event with the President of the

New Abolitionist Movement, Bradley Petrella, he succeeded in publishing the OrgSync event on

November 18. This allowed all University students to see the CRS Fair Trade Sale event on the

University calendar. In addition, the OrgSync event was featured in an email sent out to the

entire undergraduate student body on November 29.

Our fourth tactic was to hold table hours on Thursday, November 30 and Friday,

December 2 from 11 a.m. - 2 p.m. at Kennedy Union. We chose this location because it usually a

busy and central point on campus. While holding table hours, we gave out 15 handouts that

featured stories of four different artisans, 40 magnets that reminded students the date, time, and

place of the sale, and several samples of fair trade chocolate to students and faculty who were

passing through Kennedy Union. We also featured samples of necklaces, chocolate, coffee and

tea that were to be sold at the sale on December 3. Overall, we reached about 55 people through

table hours.

Our final tactic regarding awareness was to host Thursday Night Live at ArtStreet Cafe

on campus. We held this event on November 17 from 8 p.m. - 10 p.m. To promote the event, we

shared the Thursday Night Live Facebook event in the 2020, 2019, 2018 and 2017 University of


Dayton class Facebook group pages. At the event, members from our group introduced the

student performers and explained what fair trade is and why it is is important and promoted the

CRS Fair Trade Sale. While hosting this event, we handed out free fair trade chocolates, fliers

and 30 magnets. Overall, approximately 60 students were present at ArtStreet Cafe for Thursday

Night Live.

Our second objective was to have an effect on acceptance, specifically to increase the

interest of 15% of University of Dayton undergraduate students in purchasing fair trade products

prior to December 3, 2016. In order to meet this objective, our strategy was to increase audience

interest, specifically among University of Dayton undergraduate students by utilizing social

media outlets, such as Facebook, Instagram and Snapchat, to engage students interest in

attending the sale.

Our first tactic was to partner with on-campus organizations through collaborative

advertising on social media regarding the CRS Fair Trade Sale. We fulfilled this by first

explaining to the University organizations the importance of fair trade, the impact CRS has on

the fair trade artisans’ families and communities, and additional details about the sale. We

created an Instagram photo including the name, time, date and location of the sale through the

website Canva while using a photograph from serrv.org. Additionally, we created a caption for

the Instagram post, but gave the organizations the freedom and creativity to add their own

organizations “voice” as long as the basic facts of the sale were present. This helped to generate

familiarity as well as interest among each organization’s Instagram followers. The University's

Outdoor Adventure Club, Phi Beta Chi and Rivers Institute posted the Instagram on their

accounts on days ranging from November 28 - November 30. Phi Beta Chi received 15 likes,


Outdoor Adventure Club received 14 likes and Rivers Institute received 16 likes on their

Instagram post. Pi Beta Chi also posted on Facebook, however, they did not receive any likes on

their post. Each of these organizations added the link to our CRS Fair Trade Sale Facebook event

in the bio of their Instagram accounts.

Our second tactic was to create a Snapchat filter for students to use and promote

shopping fair trade while at the sale. Through Snapchat’s website, we designed a filter that stated

the name and date of the sale as well as an interactive portion that said, “I shop fair trade

because…” to invoke personal testimonies of why they shop fair trade. We created this Snapchat

filter to be used at River Campus during the day of the sale. As students arrived at the sale on

December 3, we encouraged them to use it while they shopped. Unfortunately, we are do not

have a record of how many people utilized this Snapchat filter while shopping at the sale.

Our third tactic was to create handouts that shared four different personal stories of the

artisans whose products were available at the sale. We designed the handouts by utilizing the

Canva website and photographs and stories from serrv.com. After designing the handouts, we

seeked approval from both Professor Kelly Vibber and Pam Long. Then, we printed the handouts

at the Kennedy Union Copy Center on November 29. Each page was printed on 50 pieces of

cardstock paper, which which in total was 200 handouts. We passed out 15 handouts during table

hours on November 30.

Our final tactic regarding acceptance was to write an article for Flyer News. This article

defined fair trade, why it is important and notified students of the details about of the CRS Fair

Trade Sale. We wrote and sent the article to the editor for Flyer News the week before


Thanksgiving break. However, the editor did not proofread or publish our article in time make

the publication deadline for the newspaper or their online website.

Our third objective was to generate action among University of Dayton undergraduate

students, specifically 1.5% (150 students) of the student population attend the sale on December

3, 2016. Our strategy was to develop a variety of approaches for University students in order to

motivate them to attend the sale. To achieve our objective, we developed several tactics

pertaining to our strategy.

Our first tactic was to make the CRS Fair Trade Sale and the New Abolitionist

Movement speech PATH (Points Accumulated Toward Housing) Point eligible. PATH Points

are credits students earn by attending speakers and events on campus. The more PATH Points a

student accumulates, the higher they are placed for the housing lottery for the upcoming year,

and ultimately receive better University housing. This system motivated students to actively

attend many PATH Point events. We encouraged New Abolitionist Movement to contact

Danielle Page within Housing and Residence Life to register the event to be PATH Point

eligible. After this was approved, we promoted the sale as being a PATH Point eligible event by

attaching it to our fliers, posting on the Dayton class of 2020, 2019 and 2018 Facebook pages

and through word of mouth during table hours. Students received a PATH Point if they attended

the sale, went to the New Abolitionist Movement table and filled out an extensive form to learn

more about the impact of fair trade. Students who participated in this activity learned about the

origin and the work that was put into producing these items and how fair trade works.

Our second tactic was to include a map on our promotional materials to promote the close

proximity of River Campus to the University Main Campus. We added a simple map to our fliers


in order to educate students about these convenient proximity. In addition, we promoted the free

shuttle from Main Campus to River Campus on our fliers, at Thursday Night Live, on our CRS

Fair Trade Sale Facebook event and during table hours. This shuttle system transportation was

most appealing to underclassmen students who most likely do not have cars on campus. On the

morning of the event, the President of New Abolitionist Movement, shared the free shuttle

schedule in the CRS Fair Trade Sale Facebook event to educate students on the timing of the

shuttles back and forth throughout the day.

Our third tactic was to publicize the event as a potential service hour for the University of

Dayton organization Phi Beta Chi. Phi Beta Chi require a certain number of service hours to be

performed by every members throughout each semester. We encouraged them to allow

members’ attendance at the Fair Trade Sale to count towards their required service hours through

an email with the executive board, which they ultimately agreed to approve.

Our fourth tactic was to contact the department advisors of communication (Heather

Parsons), human rights (Natalie Hudson), english (Andy Slade, Steve Wilhoit) and social justice

majors (Kathy Watters) as well as sustainability, energy and the environment SEE (Katie

Schoenenberger) minors. We asked them to forward an email to students providing details of the

sale, photos of several products within the price range of $15-30 sold at the sale and links to

learn more about fair trade and the New Abolitionist Movement. The example of the email the

advisors could sent to their students was sent on November 21 and a reminder email on

November 29. Heather Parsons, the Director of Advising for the Communication Department

reported that she sent the email to 460 students on November 21. We were unable to get in

contact with the other advisors about the number of students they contacted about the sale.


Our fifth tactic was to publicize the event to Housing and Residence Life as a potential

service hour for Residence Assistants. After emailing a Residence Assistant supervisor, the CRS

Fair Trade Sale was approved to be counted toward service hours for the Residence Assistants.

Our final tactic regarding action was to create a Facebook event highlighting the CRS

Fair Trade Sale. We created the Facebook event on Thursday, November 8. Throughout the

weeks leading up to the sale, our group posted reminders and updates about the sale in the

discussion portion of the Facebook event. For example, posted five times regarding the PATH

Point eligibility, the free shuttle service schedule and and photos during the day of the event to

serve as reminders to attend the sale. In addition, we promoted this Facebook event in the

University of Dayton 2020, 2019, 2018 and 2017 class pages. Out of the 746 University

undergraduate students that we invited to the event, 37 students listed they were “interested” in

attending the sale and 55 students listed they were “going” to the sale.

Promotional Materials:

Flier 1

Our group used Adobe Illustrator to create the flier and we utilized photos of the artisans

and the fair trade products from serrv.org. We incorporated the time, date and location of the

sale, the event is PATH Point eligibility of the event, a map depicting the close proximity of

River Campus to University Main Campus, and the free shuttle service the day of the sale to and

from campus and the event. In order to post fliers in University of Dayton’s academic buildings,

the flier must be approved by the Center of Student Involvement in Kennedy Union 241. The

1 Appendix A


combined price of the fliers and laminated magnets printed at the Kennedy Union Copy Center

was $112.34. We posted 184 fliers in each of the residence halls (Marycrest, Stuart Hall,

Founders Hall, Marianist Hall, Campus South, Gardens apartments, Irving Commons and

Lawnview Apartments), Kennedy Union, St. Joseph’s Hall, Miriam, Science Center, Humanities,

Science Center and in the windshield of students’ parked vehicles.

Handouts 2

We used the website Canva to create handouts telling the personal stories of four

different artisans that create fair trade products sold through SERRV. We compiled these

personal stories and photographs from serrv.org. We printed 200 personal stories on cardstock

paper at the Kennedy Union Copy Center for around $29. We the passed out the handouts to

University of Dayton students at our table hours on Wednesday, November 30 and Friday,

December 2.

Magnets 3

We utilized Adobe Illustrator to construct the design for the magnets. We stated what the

sale is, what time it is, where it is, and why it was important to purchase fair trade products. We

added the CRS Fair Trade logo, photos of artisans as well as a link to our Facebook event if they

inquired more information. The combined price of the laminated magnets as well as fliers printed

was $112.34. We passed out these magnets at our table hours on Wednesday, November 30 and

Friday, December 2. These magnets, when placed on students’ doors or refrigerators, were to

serve as a daily reminder of the sale. The price of the circular magnets was $34.28 from

Michael’s Craft Store.

2 Appendix B.1 & B.2 3 Appendix C


Email 4

We wrote a template of an email and sent it to various department advisors for those

advisors to forward to their students. We sent department advisors of communication, human

rights, english and social justice majors as well as sustainability, energy and the environment

SEE minors on November 21 and November 29. Initially, we introduced ourselves to build

rapport with the department advisor to explain the purpose of the email. Then, we appealed to

University of Dayton students by asking what you can purchase to impact others. In the email,

we bolded the date of the event and listed important details that would be most interesting to

University of Dayton students to increase attendance. For example, we advertised the free shuttle

system, added photos of affordable ($15-30) products, included a link to a video created by New

Abolitionist Movement and finally a link to serrv.org to learn more. We attached our contact

information for students to reach us if they had any questions. The bolded font, links and photos

allowed students to be engaged and allowed for them to scroll through the email quickly. After

Heather Parsons, the Director of Advising for the Communication Department sent the email,

she responded back that she sent it to 460 students. We are unaware of how many students the

other department advisors reached out to through their email.

Thursday Night Live at ArtStreet Cafe 5

On Thursday, November 17, 2016, from 8 p.m. - 10 p.m., we co-sponsored Thursday

Night Live at ArtStreet Cafe. Before the event, we promoted the Thursday Night Live to all

University undergraduate students by posting in the University of Dayton class of 2017, 2018,

4 Appendix D 5 Appendix E.1 & E.2


2019 and 2020 Facebook pages. During this event, we decorated a table at the front of the cafe

with a fair trade tablecloth, necklaces, chocolate and coffee. Also, we handed out 30 magnets, a

few fliers and fair trade chocolates. Before each of the bands performed, we explained fair trade,

why it is important to shop responsibly and specific details of the CRS Fair Trade Sale. There

were approximately 60 University of Dayton undergraduate students at Thursday Night Live

learned about CRS Fair Trade Sale.

Table Hours at Kennedy Union 6

On Wednesday, November 30 and Friday, December 2, we hosted table hours at the

University of Dayton’s Kennedy Union. During these table hours, we promoted the CRS Fair

Trade Sale by displaying example items available for purchase at the event such as necklaces,

chocolate and coffee. In addition, we distributed handouts about the artisans’ personal stories,

magnets promoting the sale and small fair trade chocolates. On November 30, we passed out 40

magnets, 15 handouts and several pieces of chocolate to different students and faculty members.

Social Media Collaboration with University of Dayton Organizations 7

University organization’s Outdoor Adventure Club, Rivers Institute and Pi Beta Chi

posted on behalf of the sale on their Instagram accounts to increase acceptance of fair trade

shopping and promoting attendance at the CRS Fair Trade Sale to their loyal followers. We

created an Instagram image that answered the what, when, and where questions about the sale. In

addition, we wrote a short paragraph for the organizations to use as their captain while

encouraging them to add their own “voice” in order to truly engage their followers. Finally, these

6 Appendix F 7 Appendix G


organizations added the link to CRS Fair Trade Sale Facebook event to direct interested students

to learn more information regarding the sale.

Snapchat Filter at River Campus 8

We created a colorful Snapchat filter that said “CRS Fair Trade Sale,” the location of the

event, the date, and at the bottom of the filter, it said “I shop fair trade because…” to allow those

who attended the event to share why shopping responsibly was important to them. The Snapchat

filter was available at University of Dayton’s River Campus on December 3 from 9 a.m. - 4 p.m.

therefore it was available during the entire event. The purpose of this tactic was to promote the

sale on the day of the event. This allowed each University of Dayton student to become involved

in the marketing campaign because they were able to share this Snapchat filter to advertise to

their friends and followers where they were and what they were doing at the sale. Also, if

students at the sale used this filter, it may have served as a reminded to others to attend the event

later that day. Unfortunately, we are unaware of how many students utilized the Snapchat filter

throughout the sale.

Facebook Event 9

We created a Facebook event that listed the time, date, location of the sale and a

description of why shopping fair trade is important. In order to maintain consistency, we

uploaded the digital copies of the fliers to the Facebook event for the students to make a

connection to the fliers that they see around campus and our online posts. We invited 746

University of Dayton undergraduate students who were able to respond if they were going to the

event or if they were interested in attending the sale. Of these invited students, 37 students

8 Appendix H 9 Appendix I.1 & I.2


responded that they were “interested” in attending the sale and 55 students responded that they

were “going” to the sale.

OrgSync and Path Point Eligibility 10

The CRS Fair Trade Sale was PATH Point eligible and event was published on Orgsync,

which allowed students to register for the event and see it on University of Dayton’s event

calendar. The PATH Point eligibility of the event created an incentive for students to attend the

sale because those accumulated PATH Points determine a student's housing for the next

academic year. Also, this was one of the last opportunities to receive a PATH Point before the

end of the semester. In order to grant the CRS Fair Trade Sale PATH Point eligible, the

on-campus organization, New Abolitionist Movement, requested for its approval.

Campaign Evaluation

Results:

The first objective we measured was about awareness, specifically to inform 25% of

University of Dayton undergraduate students of the CRS Fair Trade Sale by December 3. Due to

time constraints, we were unable to conduct a post-event survey, which is how we would have

measured this objective if we were allotted a longer timeline. Instead, we measured awareness by

counting the number of materials we handed out and the number of students we reached through

various tactics during our campaign. We handed out magnets to 131 students, 90 handouts and

posted 184 fliers in multiple buildings around campus. We sent an email with details about the

CRS Fair Trade Sale to the communication advisor, Heather Parsons, who then forwarded the

email to 460 students. We sent it to other advisors, however, we are unsure how many students

10 Appendix J


are on their emailing list. FairTrade Flyers posted twice about the sale on Facebook, which

reached their 762 friends. University’s Outdoor Adventure Club and Rivers Institute posted

about the event on Instagram, which reached their 89 and 224 followers, respectively. Phi Beta

Chi posted about the event on their Facebook page and Instagram, which reached their 186 and

130 followers, respectfully. On the CRS Fair Trade Sale Facebook event that we created, there

were 746 students invited to the event. The Thursday Night Live event we co-hosted at ArtStreet

Cafe was attended by about 60 students. The details about the Fair Trade Sale was announced at

the All-Staff Housing and Residence Life meeting in which 410 employees were present. During

our table hours at KU, about 50 students visited on Wednesday, November 30 and about 25

students visited on Friday, December 2 to look at the products and ask questions about fair trade.

Overall, this data shows an increased awareness of 3,547 University of Dayton undergraduate

students, or 40%, meaning we reached our objective of 25%.

The second objective we measured was about acceptance, specifically to increase the

interest of 15% of University of Dayton undergraduate students in purchasing fair trade products

prior to December 3, 2016. In order to evaluate this objective, we counted the number of

interactions, likes on social media posts and RSVPs on our Facebook event page. FairTrade

Flyers posted twice about the sale on Facebook, which collectively received 8 likes. As for the

University organizations collaboration posts, the Outdoor Adventure Club received 14 likes,

Rivers Institute received 16 likes and Phi Beta Chi received 15 likes. In addition, Phi Beta Chi

posted about the event on their Facebook page but did not receive any likes. On the Fair Trade

Sale Facebook event, 37 people said they were “interested” in attending and 55 people said they

were “going.” A total of 20 students marked that they were “attending” the sale on OrgSync.


Overall, this data shows an increased interest of 165 undergraduate students, or 1.9%, regarding

purchasing fair trade products, so we did not reach our objective of 15%. We do not think that

this number is a correct evaluation of acceptance. However, we did not have any resources

besides social media to assist us in collecting this data.

The final objective in which we measured was action, specifically to have 1.5% (150

students) of University of Dayton undergraduate students attend the sale on December 3, 2016.

We measured this action through stationing a table at the entrance of the CRS Fair Trade Sale. At

our station, we greeted the attendees and asked those University of Dayton undergraduate

students attendees for their names, graduation year and how they heard about the sale. Around 2

p.m. when our group left, the sheet was given to the students from New Abolitionist Movement,

where they would ask students to continue to sign our sheet. Students went directly to the New

Abolitionist Movement table when they arrived at the sale to sign our sheet and to receive

information about the PATH Point. By the end of the sale at 4 p.m., the final count of student

attendees was 159. Our final count indicated that there were 20 freshmen, 55 sophomores, 61

juniors, 19 seniors and 4 5th-years. The top methods in which students heard about the sale was

from the OrgSync calendar, from an email about PATH Point eligible events, from a friend or

classmate, from fliers around campus and from our Facebook event.

Recommendations

In future years, we believe that awareness could be increased by having advisors and

Residence Assistants promote the sale to their students. We believe this would be effective

because advisors and Residence Assistants are large opinion leaders among University of Dayton

undergraduates. Contacting the department advisors through email was effective because they


have the ability to send it to hundreds of the students they advise easily. Advertising the sale to

the department advisors as well as professors within this department to make the Fair Trade Sale

as an extra credit point would be motivating and beneficial as well. Through our gather

information, we found that around 5 students heard of and attended the sale because their

professor allowed it to count as an extra credit point for their social science course. Next year, it

would be helpful to promote to those teachers to incentivize the sale within their courses.

Another tactic that worked well was talking the sale at the Housing and Residence Life

staff meeting. Several of the many undergraduate employees who attend the meeting took that

information and relayed it to their residents during a floor or neighborhood meeting. However, it

was difficult to measure how many residents were reached because we were not present at these

resident meeting’s nor did we survey each Residence Assistant.

Additionally, our tactic of hosting table hours at Kennedy Union was not as successful as

we originally prepared for due to remodeling of an incredibly popular dining hall located in the

building. Because of this extensive remodeling, there was a slight decrease in student traffic

during our table hours. Next year, once the renovation is complete, the results from table hours in

Kennedy Union will be more successful. In addition, we suggest hosting table hours in the

campus library, Roesch Library, and residence halls, such as freshman and sophomore dorms, to

increase the student awareness of the sale.

Also, we did not have ample time after the sale to distribute an awareness survey to all

the undergraduate students, so we recommend creating a sufficient timeline next year that aligns

with administer these surveys in order to record student responses. These surveys would increase

the evaluation accuracy regarding student’s awareness and acceptance of the sale.


To reach our second objective of acceptance, we partnered with on-campus organizations

in order to to reach students through the organizations’ Instagram and Facebook accounts. In

future years, we believe collaborating with additional on-campus organizations through social

media would increase the rate of acceptance as well. Another tactic we implemented was the

Snapchat filter during the day of the sale. Unfortunately, we were unable to evaluate how many

students used the Snapchat filter because we were not “friends” with all the students on

Snapchat, therefore, we were unable to see their photos and if they used the filter. We

recommend that next year we should create a Snapchat for the CRS Fair Trade Sale, encourage

the students to “friend” CRS on Snapchat, and tell them that if they use the filter, they should

send it to the CRS Fair Trade Sale Snapchat account. The students who send in their Snapchats

using the filter will be entered into a raffle, either for free fair trade chocolates or another item.

Next, the personal stories of the artisans may not have been necessary because not many

students took them during our table hours at Kennedy Union. In the future, we recommend either

putting the artisan stories in mailboxes throughout the student neighborhood or advertised them

as social media posts the several weeks leading up to the sale.

Lastly regarding our acceptance tactic, the timeliness and planning of the Flyer News

article must change to be successful next year. Our group sent the article to Flyer News the week

before Thanksgiving break, but it was not published before the Fair Trade Sale. We recommend

this article should be written and sent to the Flyer News editor over a month in advance of the

sale to give it enough time for approval.

Finally, we found it useful to measure our final objective of action by calculating the

amount of students who attended the sale. We had students sign in at our table located at the


entrance of the sale, which we believed was the best was to collect the data we needed. We also

asked them to write how they heard about the sale to measure which of our tactics was most

successful. The most successful promotional materials among students was through the

University OrgSync calendar and an email regarding the sale’s PATH Point eligibility. This

encouraged a dramatic amount of students to attend the sale. We recommend that next year this

recording of data should be continued, either by the New Abolitionist Movement members or by

Campus Ministry students to count toward service hours. Also, we believe the student attendance

should stay steady in comparison to this year’s attendance, or even continue to increase, as long

as the CRS Fair Trade Sale continues to collaborate with the New Abolitionist Movement to

receive PATH Point eligibility approval each year.

For future years, we hope for an ever-increasing awareness, acceptance and action among

University of Dayton undergraduate students of the CRS Fair Trade Sale. Our results and efforts

were difficult to calculate initially, but we were able to gather legitimate numbers that reflect the

success of our campaign. Our campaign was extremely successful when comparing the number

of University of Dayton students who attended the CRS Fair Trade Sale last year, which was 20

students, and those who attended this year, which was 159 students. We are confident the

increase of student attendance will continue to grow in the coming years as long as the sale

sustains these critical tactics: PATH Point eligibility of the sale, a strong social media presence

while collaborating with student organizations, continued table hours in popular locations on

campus, connection with departments advisors through emails which are then forwarded to their

students advisees, and lastly promotional advertising around campus, such as fliers and magnets,

to reiterate the importance of shopping fair trade and the details about the CRS Fair Trade Sale.


APPENDIX A: Flier


APPENDIX B.1: Handouts


APPENDIX B.2: Handouts


APPENDIX C: Magnet


APPENDIX D: Email


APPENDIX E.1: Thursday Night Live at ArtStreet Cafe


APPENDIX E.2: Thursday Night Live at ArtStreet Cafe


APPENDIX F: Table Hours at Kennedy Union


APPENDIX G: Social Media Collaboration with University of Dayton Organizations


APPENDIX H: Snapchat Filter at River Campus


APPENDIX I.1: Facebook Event


APPENDIX I.2: Facebook Event


APPENDIX J: Orgsync and PATH Point Eligibility


Bibliography:


1. "About Us." Archdiocese of Cincinnati . N.p., n.d. Web. 26 Sept. 2016. 2. "About Us." Catholic Relief Services Fair Trade Program Comments . N.p., n.d. Web. 26

Sept. 2016.

3. By Default, the Arrow Will Inherit the Same Colors and Border as What Is Set on the Main Tooltip Itself. */. "Dayton, Ohio." (OH) Profile: Population, Maps, Real Estate, Averages, Homes, Statistics, Relocation, Travel, Jobs, Hospitals, Schools, Crime, Moving, Houses, News, Sex Offenders . N.p., n.d. Web. 26 Sept. 2016.

4. "Global Solidarity." Global Solidarity . N.p., n.d. Web. 26 Sept. 2016. 5. Long, Pam. "CRS Fair Trade Sale." University of Dayton, Dayton. Lecture.

6. "Mission Statement." CRS . N.p., 20 July 2016. Web. 26 Sept. 2016.

7. www.crs.org Retrieved 21 September 2016.

8. http://www.crs.org/about/catholic-identity Retrieved 21 September 2016.

9. https://www.charitynavigator.org/index.cfm?bay=search.summary&orgid=5934

Retrieved 5 December 2016.

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