our northwest december 11, 2008 katie davidson christian kollgaard eleanor liebhaber kaila...
Post on 19-Dec-2015
214 views
TRANSCRIPT
OUR NORTHWESTDECEMBER 11, 2008
Katie Davidson Christian Kollgaard Eleanor Liebhaber
Kaila Trout Brandon SatyCrimson Communication™
Our Northwest
“I would revisit this site. It is good leisurely reading, has
topics people would find interesting, and it’s decent
for local news.”
- Focus group participant, October 30, 2008.
Crimson Communication™
Introduction
Our Northwest seeks to inform and promote environmental issues facing communities and people in the Northwest region.
Crimson Communication conducted research to assist the creative team at Our Northwest in creating a clear identity for their multi-media website.
Currently, Our Northwest is transitioning from a blog to a multi-media website.
Crimson Communication™
Our Northwest’s HomepageCrimson Communication™
Situational Analysis
Our Northwest’s
Mission Statement:
“to inform, enrich, and
inspire listeners of Northwest
Public Radio, residents of
the Columbia River Basin, and current visitors and users of the website.”
Started June 2008 by Mary Hawkins
Lack of public awareness Result: Hindered development
Lack of partnership with WSU Result: Disconnected with staff
and faculty Result: Cannot fulfill mission
statement Other websites
Crimson Communication™
Strengths and Weaknesses
Weaknesses: Operated by single
individual with the help of interns
Inconsistent content updates
Strengths: Connection with high-
profile radio Partners with WSU
extensions
Crimson Communication™
Research Methods
Three Focus Groups October 15,
2008 to November 12, 2008
Pizza incentive One in-depth
interview Online Surveys
Letter of Intent Crimson Communication™
Interested in the environment?Want to help make a difference
in your community?Crimson Communication is looking
for Focus Group Participants!
October 15 at 5:30 p.m. or 7:30 p.m., CADD 218/220
orOctober 16 at 5:30 p.m., CADD
218/220
If interested, please email [email protected]
Crimson Communication™
Findings for Focus Group
Awareness Ten participants occasionally listen to NWPR One participant had heard of Our Northwest
Design and Layout Too many links and resources Like idea of adding more podcasts and video clips
Content Easy to read and understand Enjoyed the stories Preferred shorter stories
Crimson Communication™
Limitations of Focus Group
Subjective interpretations Difficult to understand participants’
comments and ideas Cannot generalize Design changes
Crimson Communication™
Findings for Survey
Survey Respondent Contribution Interest
Crimson Communication™
Findings for SurveyCrimson Communication™
Limitations for Survey
Response Rate was only 20% Length of our survey Depth of survey Limited to only six departments Time constraints
Crimson Communication™
Survey Conclusions and Recommendations
Conclusions: No one had heard of
Our Northwest from the website, and a very small percentage had heard of Our Northwest
Many people are willing to contribute to the site, even though they had never heard of the website before the survey
Recommendations Broadcast more about
Our Northwest on NWPR
Provide contact information on radio broadcasts
Provide search engine on website
Include more information about Northwest region that is west of the Cascades, instead of just east
Crimson Communication™
Focus Group Conclusions and Recommendations
Conclusion: Awareness level is
low Site is cluttered DIY articles are
preferred
Recommendations: Advertise through
print, radio, event and media sources
Reduce number of links
Include a search bar
Weekly updated stories
Include more multimedia features
Crimson Communication™
Campaign Plan
Goal 1: To increase the usage of Our Northwest among WSU staff and faculty and the Pullman community by 50% from n=423 visits per week to n=635 visits per week by December 2009.
Crimson Communication™
Campaign Plan
Objective 1: To have 10 percent (n=2,526) of the Pullman population (n=25,262) be aware of Our Northwest by December 2009.
Crimson Communication™
Campaign Plan
Strategy 1: By utilizing various mediums through multiple media outlets to inform community members about Our Northwest and what they offer.
Press release Advertisements Public Service Announcements
Crimson Communication™
Campaign Plan
Strategy 2: By increasing Our Northwest’s community involvement at events that pertain to their mission statement.
Farmer’s Market Sponsor an academic event Flyers in utility bills
Crimson Communication™
Campaign Plan
Objective 2: Increase the awareness of Our Northwest among faculty and staff of the targeted colleges, Agricultural Sciences, Biological Sciences, Physical Sciences, Engineering, Environmental and Natural Resource Sciences, Health Sciences, and Veterinary Medicine, from 16.9 percent (n=62) to 50 percent (n=182) by December 2009.
Crimson Communication™
Campaign Plan
Strategy #1: By targeting Washington State University faculty and staff that listen to Northwest Public Radio and increase their awareness of Our Northwest via the broadcasts.
Of the faculty and staff surveyed, who had previously heard of Our Northwest, 100 percent of them reported hearing of Our Northwest from the Northwest Public Radio broadcasts.
Generating more press releases and PSAs Weekly Fact
Crimson Communication™
Campaign Plan
Strategy #2: By advertising on a variety of WSU’s websites in order to increase the awareness of Our Northwest among WSU staff and faculty throughout the campus.
Press release to WSU Today Link on WSU Today
Crimson Communication™
Campaign Plan
Objective #3: Reach out to WSU faculty and staff in the targeted colleges and increase the number of those faculty and staff members that have a high interest in contributing in the website from 5.6 percent (n=20) to 20 percent (n=73).
Crimson Communication™
Campaign Plan
Strategy #1: By providing information about Our Northwest at events hosted by the targeted colleges of Agricultural Sciences, Biological Sciences, Physical Sciences, Engineering, Environmental and Natural Resource Sciences, Health Sciences, and Veterinary Medicine.
Attend academic events Pamphlets Links on other websites
Crimson Communication™
Campaign Plan
Strategy #2: By sending quarterly updates via email in the months of March, June, September and December to faculty and staff of targeted colleges and request contributions of stories, images, videos, podcasts and even hosting an online discussion to the website.
E-mail list of WSU faculty and staff Compile quarterly topics
Crimson Communication™
Timeline
February 2009: Flyers in utility bills
May 2009: Attended three academic events. Start attending Farmer’s Market
June 2009: Flyers in water bills
Crimson Communication™
* Begin as soon as possible
Questions or CommentsCrimson Communication™