Good Neighbor Nation - Public Relations Campaign

Faculty Advisor: Janell ShearerProfessional Advisor: Veston Rowe

The Good Neighbor Nation

Alyssa StockmanAnoud AlomairAshley KaplanChristian DekayUyen Nguyen

1

Situational Analysis

IntroductionHome Matters is a national movement designed to ensure that every American lives in a safe, nurturing home. It champions the concept of the “New American Dream” as a commitment to improve quality of life in our nation’s communities, and as the idea that home extends far beyond the physical house into the greater environment in which we all live. The New American Dream is a commitment that all members of society, in every community, must share and advocate. The Dream can start small, taking hold in any one community, and spread throughout the country rebuilding the sense of community that made America great.

Bateman Team #1 at Chapman University saw the opportunity to do just that: to create a neighborhood-centric campaign with a framework that can be replicated in any community and the capacity to spread organically throughout the country. We believe that to build better neighborhoods, we must begin by fostering stronger interpersonal relationships between those who make up those neighborhoods. We understand that it is an incredibly daunting task to bridge gaps across beliefs, cultures, and generations, especially in a time when Americans are more fearful and further removed from each other than ever.

The idea of the New American Dream is one of national scope and we knew that a campaign such as Good Neighbor Nation, with the right funding and support, carries potential national significance. This is why we chose to conduct our campaign on behalf of the national Home Matters movement.

A major inspiration for our identification of this opportunity was the historical context of the immediate community itself: it is a quiet town of retired professionals beset upon by rowdy students of an ever-expanding university, or a tight-knit community of young collegiates oppressed by a close-minded system of outdated and traditional peoples. Depending on which community one considers oneself a part of, Orange could be described as either. The one clear thing about the community is that there are huge generational gaps and conflicts of interest separating two strong communities, and little infrastructure to help bridge them.

The Good Neighbor Nation campaign aims to bridge some of those gaps in Orange by providing students and residents with opportunities to come together to make the community stronger. It intends to demonstrate to both parties why coming together is worth doing, raising awareness of the importance of community as an extension of home. Finally, it applies social incentives to performing neighborly deeds and building intra-community relationships.

Chapman University is situated in Orange, California, a town of 136,416 people in the heart of Orange County. Like in most college towns, the students at Chapman have experienced some ongoing issues with the local residents in Orange. The significant generation gap between 18-24-year-old college students and older residents causes the two groups to disagree on many issues.

Chapman University strives to ease the tensions between students and residents by holding biannual meetings to give Orange residents the chance to voice their complaints. The university conducts regular research to learn how residents feel about Chapman and its students. Chapman’s research has revealed that Orange residents’ biggest issues include student parties, noise, parking illegally on the neighbors’ streets, and fear of Chapman’s expansion into the community.

Although the university makes an effort to hear the residents’ complaints, we noticed that Chapman students have not made any significant efforts to work through the issues with their neighbors. Although students often live right next door to older Orange residents, many of them are reluctant to even introduce themselves. Many college students don’t feel motivated to get involved in their communities and establish these relationships because they see their living situations as merely temporary.

Through the Good Neighbor Nation campaign, we wanted to educate students about the long-term benefits of fostering strong community relationships by focusing on the key messages of Home Matters: how strong, safe communities support access to quality health, education, safety, and economic opportunities for everyone.

2


ResearchSecondary Research:MillennialsAccording to the Case Foundation’s 2013 Millennial Impact Report, Millennials without a high school diploma are least likely to trust their neighbors but most likely to help those very same neighbors on a regular basis. Meanwhile, Millennials who attend college become more trusting of their neighbors wherever they end up settling, but less likely to help them out. A college graduate is four or five times more likely to engage than someone without a high school diploma.

The Civic Engagement Generation Gap

Local Opinion

A recent study done by the National Conference on Citizenship revealed that baby boomers show the highest levels of civic engagement of any generation. Sixty-six percent of baby boomers are engaged in their communities, and 38 percent of those are involved in multiple activities. On the contrary, only 45 percent of Millennials are involved with civic engagement activities, with only 15 percent involved in multiple activities.

Our interview with Chapman’s director of public relations showed that 52 percent of Orange residents agree that establishing stricter party ordinance enforcements would be the best way to improve student behavior, while only 16 percent of residents think that developing neighborhood awareness and engagement with the community would be the best solution to resolve strained neighbor relationships.

Primary Research:

• 70 percent of Chapman students surveyed agree that a disconnect exists between Chapman students and Orange residents, and 50 percent of students believe that Chapman students are not really considered to be part of the community.

• We asked students to articulate some of the reasons they don’t know their neighbors.46 percent said they have never had the opportunity to get to know their neighbors.

21 percent said their neighbors don’t want to get to know them.

17 percent said that their neighbors are mean or dislike Chapman students.

27 percent said they just don’t really care.

Only 28 percent of Chapman students actually know their neighbors.

HappinessPersonal freedomOpportunityOwning a home

• When students were asked what they believed were considered aspects of the American Dream, more than 75 percent of students included:

• Only 16 percent of students thought that knowing your neighbors was an important aspect of the American Dream, and only 31 percent agreed that giving back to the community was important.

3

Key MessagesTo propel our campaign forward, we communicated four key messages to our primary and secondary audiences.

Primary AudienceUndergraduate Chapman University Students, ages 18-22

Secondary Audience“Old Towne” Orange Residents, age 45+

Four years is not too short a time to engage in your community.

Anyone can be a Good Neighbor

You want to feel safe and welcome in your own neighborhood; having a tense relationship with a neighbor is not healthy. Neighbors can be the first line of defense against burglaries and other crimes often targeted at students. In the past 12 months, the Chapman student community has become victim to over 50 burglaries both on and off campus. Your neighborhood consists of a whole network of people and professionals who can act as resources to build a safer, better prepared neighborhood.

Knowing your neighbors can be good for you

The majority of Chapman’s 6,000 undergraduate students live off-campus within two miles of the university; they reside in rental homes scattered among local residents. The student population displays a high level of involvement in campus activities with 34 percent involved in Greek life, but a low level of connection with the surrounding community. When surveyed, 82 percent felt no connection to the community, 53 percent wouldn’t consider themselves part of it, and most recognized tension between students and residents. Only 28 percent of students know their neighbors, nearly three-quarters say they have no motivation to do so, and 63 percent attribute it to the temporary nature of their residency. On the contrary, 86 percent believed that individuals should engage in their communities within a few months of living there. The majority of students, however, also believed they should engage more in the community, and would do so if given the opportunity.

Orange is a medium-sized city centered around the historic Old Towne neighborhood, where Chapman is located. Over 35 percent of Orange’s 136,000 residents are age 45 and older, with this age group being the most vocal segment, speaking out against the university’s expansion jeopardizing the integrity of the town’s history with reconstruction projects, and the high rate of disturbances by student neighbors. This group is community-oriented, with many residents holding membership in social organizations based around cultural heritage, religion, and service. These groups collaborate to put on large-scale community events each summer like the Orange Street Fair. Individual residents’ opinions of university students vary widely, usually based on interactions with student neighbors, good and bad.

Chapman students will most likely only live in Orange for four years at most. While it may seem like their impact on the community is limited and temporary, it is still a significant enough amount of time for it to be worth contributing.

It does not take much, just a conversation here and there, to build a relationship of mutual understanding. It’s important to be able to relate with someone living right alongside you. There are simple, tangible ways to show you care, like doing a favor for a neighbor every once in a while.

Healthy communities will benefit everyoneThe New American Dream for the Millennial generation goes far beyond obtaining material wealth and success. Healthy communities made America great, and we need to build them back up again. Caring for your community’s health can decrease crime and increase quality of life for everyone in the neighborhood.

Based on our situational analysis, census data, and our primary research we identified one primary audience and one secondary audience to target with our campaign.

Key Audiences

4


Opportunities and Challenges

Opportunity:

Opportunity:

Challenge:

Challenge:

While planning the Good Neighbor Nation campaign, we understood that it would be a difficult task to motivate busy students to put forth time and effort to build relationships in their neighborhoods. As we discovered in our research, Chapman students are not intrinsically motivated to get to know their neighbors, and do not believe the poor relationship between student and resident communities is a personal concern.

A significant generation gap exists between our two target audiences, which posed the challenge of relaying the same message to both groups. The most efficient ways to communicate with each group varied drastically, causing us to have to tailor our message differently to each audience to get them to see us as credible and trustworthy. We constructed a Prezi to convey our message to our millennial audience, however we didn’t have access to the Internet when presenting to Orange residents, which forced us to rely solely on flyers, handouts, and our speaking abilities.

Chapman students have never made a significant collective effort to meet their neighbors. During our campaign month, we made an effort to connect with Orange residents on behalf of Chapman by knocking on our neighbors’ doors, presenting our message to multiple community groups, and inviting residents to participate in our weekend of service. We established an opportunity for Chapman students and residents to break the communication barrier and begin developing lasting relationships with one another.

Objectives Objective 1: Raise awareness of Home Matters and Good Neighbor Nation’s campaign messaging throughout Chapman’s campus and in targeted groups in Orange. Achieve 50 percent rate of recognition of both campaigns among Chapman’s student body.

From our research we recognized two things: that students were unaware of the benefits of a strong community, and that they would be willing to put forth effort to build essential relationships if the basic framework was laid out for them. We saw these as opportunities to motivate the student body through education, and to develop programs that would make it easier for them to reach out to neighbors.

Strategy 1: Create a visually appealing campaign relevant to our target audience through a series of messages that show the benefits of being a good neighbor.Rationale: Through informal interviews with students and chatting door-to-door with local residents, we found that there are a few key issues that create tension among the two groups such as parking, noise and cleanliness. By creating a campaign that builds trust among neighbors, we hope to engage all audiences on the topic of good neighbor relations.

Tactic1:Create a campaign name that will attract both the long-time residents and Chapman students. The Good Neighbor Nation name suggests a “movement” that Millennials students want to be a part of and also attracts long-time residents to the idea of being a “good neighbor.”

The Good Neighbor Nation logo emphasizes that home is

where the heart is.

Tactic2:Create a logo that is simple and memorable to gain recognition around campus. Students see up to 500 advertisements around campus everyday, we hope that our simplicity stands out among the rest.

5

The Good Neighbor Nation presented the Home Matters key messages to Greek life on campus.

Tactic 1:Present to Chapman’s Greek life organizations whose members already desire to improve relations with their neighbors, and want to have a strong presence in Chapman-organized community service events.

Tactic 2:Present to community service-based organizations like the Orange Rotary and the Orange Lion’s Club.

Tactic 3:Present to the Chapman college chapters of the Orange Rotary, called the Rotaracts, and Lion’s Club.

Tactic 4:Present to students in various classrooms across Chapman’s campus.

Strategy 2: Create and deliver two types of interactive and educational presentations: one tailored to Chapman students and one aimed at local residents.Rationale: Through the use of an interactive presentation, audiences will be more likely to grasp and retain the information presented to them. The first presentation, geared towards students, contains data and statistics important to students such as how community networking can help along their career aspirations. The presentation for local residents contains similar statistics but also presents our ideas about we plan to educate students to be better neighbors.

Tactic 1:Display signage of various shapes and sizes in areas of heavy traffic on campus to promote campaign initiatives.

Strategy 3: Display distinctive promotional materials for Home Matters and Good Neighbor Nation around Chapman’s campus to create recognition among students.

Rationale: The more students are exposed to our campaign material, the more likely they are to internalize the key messages.

Objective 2: Reinforce campaign messaging through social media and reach 500 users.

Tactic1:Share our events and initiatives on Chapman’s student blog, student event e-newsletter, and email announcements from the Dean of Student Affairs Dr. Jerry Price.

Strategy 1: Create content on social media platforms to reinforce campaign messaging among students and residents.Rationale: Visible social media messaging delivers our campaign messages in multiple ways.

6


A student takes a photo with the “This is what a good neighbor looks like”

wood standee.

Original content created for the Home Matters campaign

Tactic1:Set up a table in the heart of our campus during the typical busy lunchtime hours twice a week to talk to students and build awareness of the competition. Invite students to take photos with our wood standee of our logo with “This is What a Good Neighbor Looks Like” underneath, called the Good Neighbor House, to post on social media.

Tactic 2:Hand out flyers during the on-campus presentations to clubs and organizations explaining the competition and giving verbal instructions as well.

Tactic 2:Offer a monetary donation of $200, donated from the men of Delta Tau Delta fraternity, to the philanthropy of the sorority or fraternity that has the most members participate in the competition.

Tactic2:Create Facebook and Instagram accounts that focus on publicizing Home Matters facts and the Good Neighbor Nation initiatives.

Tactic 3:Create original content using video interviews and information from our research survey as well as publicize content from the Home Matters website.

Strategy 2: Create an Instagram competition using the hashtag #GoodNeighborNoms to motivate students to engage with Good Neighbor Nation, Home Matters and act on campaign messaging.Rationale: A competition gives students an incentive to be personally involved with the campaign. With the recent success of other online nonprofit competitions, like the “Ice Bucket Challenge,” we hope to create a similar online phenomenon.

Objective 3: Engage 100 students and community members in a conversation about community, and convince 100 students to sign up for the Home Matters movement.

Strategy 1: Engage students on campus in conversations about Home Matters through personal conversationsRationale: A key campaign element includes the awareness of Home Matters among our audiences. By engaging in personal conversations, we can explain the importance of the organization, the role it plays in affordable housing as well as what joining the Home Matter Movements means.

Tactic1:Approach students during designated tabling times twice a week about the importance of Home Matters.

Tactic2:Talk to classrooms about the importance of Home Matters and accompany the conversation with an educational pamphlet. During each of these discussions we can connect with students on a personal level due to the interactive atmosphere of the classrooms.

7

Objective 4:Create a hands-on experience to build community relationships. Attract 30 participants, including community members and students, in the Good Neighbor Weekend service event.

Tactic 1:Partner with the Orange Rotary and Lions on the Orange High School beautification project.

Tactic 2:Reach out to the City of Orange to help identify homes in the neighborhood in need of service.

Tactic 3:Connect with the Orange Senior Center to identify senior citizens who need a hand maintaining their homes.

Strategy 1: Partner with llocal community service-oriented groups to attract long-term residents to the event.Rationale: By partnering with local service organizations made up of community members, we are able to attract their memberships to the event. These residents believe in the importance of taking care of the community, so gaining the support of the organization’s leadership facilitates a better turnout at the event.

Rationale: A key element of our campaign is to get students to work alongside residents. To attract Chapman students to the event, it is important to personally follow up with students to make sure they feel their participation will be valued.

Strategy 2: Attract Chapman students to the service event by promoting the event, encouraging sign-ups, and personally reminding students of approaching dates.

Tactic 1:Promote Good Neighbor Weekend during tabling twice a week on campus.Tactic 2:Promote the service weekend during presentations to Greek life and other clubs on campus. Follow up by posting a sign-up link to each group’s social media page and have chapter presidents share the link among each group’s membership.

Students show their support during tabeling for the Good Neighbor

Weekned

Tactic1:Convince store owners to display promotional materials in support of our campaign and Home Matters in their store windows.

Strategy 2: Engage community members around Old Towne Orange in conversations about Home Matters and its importance to the community.

Rationale: Shops and restaurants in the Old Towne Orange Plaza are regularly patronized by Chapman students as the Plaza’s location is within a few blocks of campus. These businesses are open to reinforcing a positive relationship with students and local residents.

Home Matters flyers disolayed in Growl, a local resturaunt.

8


Objective 5:Earn coverage from university and local media outlets for the Good Neighbor Weekend event. Earn 10,000 impressions.

Objective 1:Raise awareness of Home Matters and Good Neighbor Nation’s campaign messaging throughout Chapman’s campus and in targeted groups in Orange. Achieve 50 percent rate of recognition of both campaigns among Chapman’s student body.

Tactic 1:Make initial contact with reporters and editors of local media through personalized email pitches.

Tactic 2:Follow up with each reporter and editor via phone calls until personal contact has been established, use conversations to emphasize the importance of the event and the Home Matters movement.

Tactic 3:Pitch to Chapman News, The Panther, The Plaza Review, Orange City News, and The Orange County Register.

Strategy 1: Identify and pitch local media outlets that would be interested in Chapman and local resident relations.Rationale: By tailoring our pitch to focus on each individual news outlet, we can pitch the type of story the outlet is more likely to pick up and write about.

Evaluation

Outcome: EXCEEDED!• According to our post-campaign survey, 71 percent of respondents were familiar with Home Matters and

Good Neighbor Nation. The survey showed that 40 percent of students heard about the campaign through social media, 33 percent through Greek organization presentations, another 33 percent from friends, and 29 percent from class presentations.

• Our team delivered presentations to a total of 1,110 Chapman Greek organization members, 73 Orange Lions and Orange Rotary members, 15 Chapman Lions members and 19 classrooms of approximately 320 students total.

• We distributed more than 1,000 flyers and stickers with the Good Neighbor Nation logo during the presentations.

Objective 2:Reinforce campaign messaging through social media that will reach at least 500 people.

Outcome: EXCEEDED!• On Facebook we gained 340 likes and made 21,000 impressions with over 700 unique page views. The

top three cities we reached included 772 people from Orange, 221 from Los Angeles, and 60 from San Francisco.

• On Instagram, Good Neighbor Nation had 69 followers and 53 posts.

• Dean of Student Affairs Dr. Jerry Price featured our campaign initiative in his weekly email announcement that reached 6,000 undergraduate students.

• The #GoodNeighborNoms hashtag on Instagram showed 15 good deeds logged, and 24 miscellaneous posts.

9

Outcome: EXCEEDED!

Objective 4:Create a hands-on experience to build community relationships. Attract 30 participants, including community members and students, in the Good Neighbor Weekend service event.

• The Good Neighbor Weekend service event attracted 49 total participants. On the first day, 16 Chapman students, nine Orange High students and 12 Orange Rotary and Lions members helped renovate and beautify Orange High School. Together, we repainted part of the school, planted three new planters and cleaned up around the school’s campus.

A students and an Orange Lions member get to know each other while doing good work for the Orange High

School

Chapman and Orange High School students work together to beautify the

high school.

Community members and studnets pose for photo in front of the Orange

High School

• On the second day, we had 18 Chapman students and four Lions members renovate a home and an apartment in the Orange area. We were able to assist a single-family home with yard clean-up, trash hauling, landscaping, and one apartment with interior chores and cleaning.

• Our campaign inspired a campus-wide conversation after Chapman’s student newspaper The Panther published two opinion pieces on the topic of being a good neighbor. When our team pitched The Panther we focused on pitching our actual Good Neighbor Weekend service event, but in addition it published student opinions on topics that were closely related to our campaign.

• In the community, we partnered with 15 businesses to display our Good Neighbor Nation signage in their stores while also educating them on Home Matters’ mission.

Students share their opinions on being “good neighbors” in the Panther.

• We handed out 100 flyers, and four Greek organizations promised to take the message back to their respective chapters.

Objective 3:Engage 100 students and community members in a conversation about community, and convince 100 students to sign up for the Home Matters movement.

Outcome: EXCEEDED!• Around campus, Good Neighbor Nation was promoted through

managing a table at the heart of campus during peak hours where we inspired 180 people to sign up to join the Home Matters movement.

10


Objective 5:Earn coverage from university and local media outlets for the Good Neighbor Weekend event. Earn 10,000 impressions.

Outcome: EXCEEDED!

The Good Neighbor Weekend featured in the OC Register.

• We were able to gain coverage from Chapman’s cable access news channel, Chapman News, that aired on Feb. 27, 2015. This network reaches 30,000 cable homes in Orange and 500,000 homes in the Los Angeles market. While not all 530,000 homes watch the broadcast, the expansive reach of the outlet creates an invaluable opportunity for impressions.

• The Panther, Chapman’s newspaper, covered the event with a 530-word article published online on Feb. 25, 2015. This newspaper’s website has an online circulation of 3,500 people.

• The regional newspaper, Orange Country Register, a three-time Pulitzer Prize-winning newspaper focused on serving Orange County, wrote a 700-word article that was published online and printed in the Chapman section. The OC Register is the largest newspaper in Orange County with a circulation of 250,000 daily readers.

• Good Neighbor Weekend will be featured in the Dodge College magazine that is distributed to alumni, current parents, entertainment professionals and faculty. The magazine has 7,730 people on its mailing list with 737 of those being international residents. The magazine is also publicly available on the Dodge College website.

ConclusionOver the course of this campaign we found that most members of both communities we sought to engage were very forthcoming in their desire to see change in Orange. Through our interactions with the City of Orange’s administration, Chapman University’s administration, the student population, local businesses and Orange residents, we heard incredible feedback applauding our efforts to bridge the divide between student and resident communities. As with any ambitious plan, however, there were roadblocks to overcome. Through our team’s persistence we were able to convince both the university and the city’s administration to allow us to proceed with the service event despite liability concerns. We earned the trust of residents allowing us to enter their homes and accomplish our goals, and we persuaded students, faculty, businesses, and organizations to partner with us and help spread Home Matters’ messages.

The most rewarding experiences during this campaign included seeing what the two diverse communities were able to accomplish together, receiving the gratitude of those whose lives we improved, and hearing the interest many students and campus organizations expressed to see Good Neighbor Nation’s mission continue.

We believe this campaign has the potential to be widely replicated on university campuses across the nation. Nearly every college-centric community has a need to improve relations with local neighbors and thus represents an opportunity, and each hosts a student body possessing the potential to act for change. Given a longer time span, we can easily see how Good Neighbor Nation could take root in the Orange community and spread to other college towns in the area, and even throughout the country. The divide between students and residents is by no means a problem experienced only in Orange. Just as students at schools around the nation can relate to the ever-present conflict so often portrayed in popular culture films such as Neighbors, so students can relate to the mission and messages of Good Neighbor Nation and its efforts to reduce that kind of conflict--for the benefit of people on either side of a neighborhood fence.

Table of Content

Budget

Research

Key Publics

Theme and Messages

Logo

Campaign Components

Special Thanks

Educational Presnetations

Informational Booths on Campus

Good Neighbor Nominations

Good Neighbor Weekend

Print Materials

Multimedia

Social Media

Media Coverage

12

13

16

17

17

18

18

24

26

27

36

43

45

55

65

12


Budget

13

ResearchUnderstanding the mission, goals, and target audience of Home Matters, we researched about housing issues in the local area, the City of Orange, to explore potential approaches for our campaign.

From preliminary research, interviews with NeighborWork Orange County executive board members, and studies from the Harvard Center for Joint Housing, the team initially identified employee commuting as an alarming issue. Related case studies, however, showed that approaching major employers in Orange County to implement an educational program in a limited timespan was not feasible. As a result, we changed our focus to stigma against affordable housing, another prominent issue in Orange County. Nevertheless, further research demonstrated that the “Not in My Backyard” attitude was mostly held by major corporations such as Disney Resort and would be beyond our ability to enforce effective changes within a month.

Learning from previous impractical ideas, we searched for realistic housing issues which had been affecting our immediate local community. Through interviews with the university’s administrative staff, the team learnt that there was a gap between Chapman University students and local residents. Targeting the issue, we interviewed the following knowledgeable influencers of the City of Orange:

• Mary Platt, Director of Communications and Media Relations of Chapman University• Kenneth Eckman, Code Enforcement Director of City of Orange Council• Mike Escobedo, Publisher of Old Towne Orange Plaza Review • Executive board members of Orange Lion Club• Executive board members of Orange Rotary Club

This primary research revealed two major problems local residents held against Chapman University students:

• Students are not responsive to neighbor concerns (eg. noisy parties, parking, trash, etc.)

• Local residents feel insecure and uncomfortable talking to student neighbors for safety reasons, especially older ladies.

Supporting these opinions, results from a survey by KTGY Inc., an architecture and planning firm that consulted constructions at Chapman University highlighted that:

• 53% of surveyed Orange residents believe that stricter party ordinance enforcement will improve student behavior.

• 48% of surveyed Orange residents believe that stricter consequences for Code of Conduct violations would make Chapman University a better neighbor.

The survey also revealed that a majority of students wanted to engage more in the community and see the neighbors and students relations improve. The students, however, had different opinions to the local residents about community issues.

• 58% of surveyed students think that only a few students are the problem.• 0% of surveyed students believe that stricter consequences for Code of Conduct

violations would help Chapman University to fit in with Old Towne Orange better.• 42% of surveyed students have no opinion about their relationship with the

community.

14


To better understand the students’ view on the gap with local residents, we distributed an online survey to Chapman University students. Here are the results:

Student Sample

Student sample size:• Target sample: 150• Final sample: 131 • Average response rate: 87% Student demographics:• Age of sample: • 18 or younger: 5%• 19: 25%• 20: 27%• 21: 27% • 22: 11%• 23 or older: 4%Gender of sample:• Female: 74%• Male: 26%Class year of sample:• Freshman: 8%• Sophomore: 29%• Junior: 29%• Senior: 32%• Graduate: 3%

Perception about relationship with neighbors

Relationship with neighbors

• 35% agreed that it is important to be part of a neighborhood at this point.• 37% think that a few weeks is enough for someone to start engaging in a new community.

• 46% do not feel connected to the Orange community.• 44% do not feel that students are part of the Orange community.• 47% see a divide between the Chapman community and the Orange community.• Responding to a question about why they think there is a gap between Chapman students

and Orange residents:

• 73% think that students are not motivated to get to know their neighbors.• 63% think students live here too short to want to invest in the community.• 56% think that Orange residents have a misunderstanding about Chapman

students based on a few disruptive individuals.

• Only 28% know their neighbors. Among the rest, 46% want to know their neighbors but do not have a chance.

15

Perception about American Dream

• 40% think that the American Dream is still viable.• Top five components of the American Dream are:

• Happiness 78.9% • Opportunity 77.3% • Personal freedom 75.8% • Owning a home 73.4% • Having a family 72.6%

• On the other hand, social involvement components rank last:

• Knowing neighbors 16.4%• Giving back to community 31%

Screen shot of the the survey used for research

16




17

Key PublicsTargeting the tension between local neighbors and Chapman University students in our campaign, we identified Chapman University students and Orange residents as our key publics. As these publics fall into the groups of millennials and baby boomers, we studied multiple surveys and reports about millennials, baby boomers, and their community engagement trends to efficiently tailor our campaign to their interests and demands. Following is a summary of our secondary research about our target publics.

Chapman University Students

Local residents – Homeowners who are baby boomers

• Interests- Millennials are a digital generation defined by sharing, collaboration and community.- 70% of millennials in a survey are more excited about a decision they have made when their friends agree.- The biggest objective for young adults today is happiness. This is an important shift from money and power to love and friendship.• Motivators:- 79% millennials in a survey would like to work on a cause they are passionate about- 51% millennials in a survey said that volunteerism needs to benefit them professionally.- 56% millennials in a survey would engage with the community to meet new people who care about the same cause or issue.• Mediums to reach:- Student societies on campus- Classrooms- Posters and tabling on campus- Social media platforms

• Interests- 58% in a survey have lived in their homes for 40 or 50 years and want to continue to live for as long as possible. - Top two concerns after retirement of baby boomers are having enough money (18%) and staying productive and useful (16%).They want to be a part of communities with culture, activities and events and turning to college - towns, urban environments and smaller towns with vibrant downtowns.- Their top five involvement activities include working with others to fix community problems and engaging in neighborhood organizations or homeowners association.• Motivators- In community engagement, baby boomers seek challenging opportunities to fulfill.- 56% in a survey choose to engage in causes they care about.- 43% in a survey seek to help their own neighborhood or community.- 32% in a survey engage with the community to learn new skills or explore new interests.• Mediums to reach- Local service clubs

18


Theme and Messages

Logo

Based on our research, we recognized a sensitive gap between Chapman University students and local residents. Holding negative stereotypes about each other, both groups refused to engage with each other and hence limited the safety and comfort in their homes, as well as individual health and success. The neighbor ignorance was especially serious among Chapman University as Orange was their temporary home during college time. Facing these issues, the team planned to construct a campaign that motivated students to take the initiative in getting to know their neighbors.

Following the AIDA model, we developed three main components for our campaign. To spread awareness about Home Matters and the importance of engaging with neighbors, educational presentation was our first component. The second component was Good Neighbor Nominations which were tailored to millennials’ interests and desires to motivate students to directly interact with their neighbors. Those elements lead to Good Neighbor Weekend, which put students into action where they experience the established benefits of connecting with neighbors through a service event.

Throughout different components, our campaign focused on motivating students and local residents to step out of negative assumptions about their neighbors and irrelevant perception of the American Dream to enjoy several benefits of knowing neighbors. Building on this message, we sought a theme which would be positive, vibrant and appealing to our target audiences while concisely delivering our main message. In the end, we settled with “Good Neighbor Nation” as it spoke for our campaign of working towards an inclusive neighbor network across ages and professions.

While brainstorming possible themes, we always returned to the idea that “home is where the heart is.” Following the Home Matters mission, we wanted to encourage our audience to believe that their home is more than just the physical shelter.

The logo we created emphasizes that home is about love and compassion. To represent the city of Orange, we used the ornage color for the house. Within the center of the house is a location pin with a heart to show that you can move your home to any place as long as you share the love and create a community.

19

Campaign Components

Educational PresentationsWe developed educational presentations to change the perception about American Dream of our target publics and increase awareness about the importance of community engagement, especially connection with neighbors. Through the presentations, we hoped to motivate our audience to join Home Matters movement, take part in our Good Neighbor Nominations, and participate in our service event, Good Neighbor Weekend.

Screen shot of the Prezi used for the educational presentation

20


Presentation materials for the local residents

21

Presentation materials for the local residents

22


Presentation materials for Chapman students

23

Presentation materials for Chapman students

24


Good Neighbor Nation team members presenting to Kappa Kappa Gamma Sorority

Good Neighbor Nation team members presenting to Delta Delta Delta Sorority

25

Students and faculty taking photos with the “This is what a good neighbor looks like” standee

Besides presentations to classes and student societies, we also organized several informational booth on campus throughout February. Located in the center of Chapman University campus, the booth was where we reached the general student population and shared with them about Home Matters and the activities of the Good Neighbor Nation campaign.

Informational Booths on Campus

26


Students taking photos with the “this is what a good neighbor looks like” standee

Students showing support for the Home Matters Movement and the Good Neighbor Nation

27

Some screenshots of the #GoodNeighborNoms entries.

Some screenshots of the #GoodNeighborNoms entries.

Good Neighbor NominationsParallel to spreading awareness about the Good Neighbor Nation through presentations, posters, and tabling on campus, we initiated Good Neighbor Nominations aiming at Chapman University students. The activity encouraged students to do a random nice act for their neighbors, share it on Instagram or Facebook with the hashtag #GoodNeighborNoms, and nominate two other friends to pass on the good deed.

28


Good Neighbor WeekendGood Neighbor Weekend was aimed to facilitate a positive relationship between Chapman University students and local residents, while realistically helping neighbors in Orange to improve the quality of their homes. Together with over 60 volunteers, the team renovated three revenues over two days.

Location 1: Orange High School

29

Chapman studentsts, high school studnets, Orange Lions, and community members pose fo a photo in front of the Orange High School.

Students and community members gather for a talk before starting the work on the high school.

30


Students and a community member pose for a photo between work.

Chapman student and Orange Lions member bond while doing work.

31

Good Neighbor Nation team memebrs being interviewed by Chapman News.

Orange Rotary members take a picture with the “this is what a good neighbor looks like” standee.

32


Location 2: The Bennets

Students doiing yard work for the Bennetts during the Good Neighbor Weekend.

The Bennetts and some studnets pose for a photo in front of the Bennets’ house

33

Don, an Orange Lions member, helps with yard work for the Bennetts.

Ken, an Orange Lions member, and a Chapman studnet move a motorcycle away from the work area.

34


Chapman students planting flowers for the Bennetts.

Chapman students and the Bennetts take a photo after the work is done.

35

Location 3: Mrs. Gomez

Chapman students, Nick (left) and Amber (right) help clean out Mary Gomez’s House.

Mary Gomez (top left), Brenda Donahue (bottom left) and chapman students take a photo after cleaning up.

36


Chapman student vacuums Mary Gomez’s carpet.

37

Print Materials

Presentation Handouts

38


39

Good Neighbor Noms Posters

40


42


#ShareHomeIs

Multimedia

Adopting Home Matters movement’s activity, #ShareHomeIs, the team interviewed multiple Chapman University students and Orange residents about what home meant to them. We made a video from those short interviews and shared the result on our Facebook using the #ShareHomeIs hashtag

43

#GoodNeighborWeekend

Good Neighbor Weekend video was a summary of our weekend service event. It was published on our Facebook to illustrate the positive interactions between Chapman University and local residents to the larger public.

44


Facebook

Social Media

During February, we made 48 posts on Facebook in a variety of types. As our research showed that millennials appreciated the use of images and videos across social media platforms, we maximized these two elements into our approach.

Besides posting posters about Good Neighbor Nominations and Good Neighbor Weekend, we also shared Good Neighbor Nominations entries, published photos from our events and designed a series of Good Neighbor Facts photos which reinforced the key messages of our campaign. While most of the videos on our Facebook page were our products, we also shared some relevant videos from other sources to enrich our content.

46


48


50


Instagram

52


54


56


Chapman University Media

Media Coverage

To maximize our reach among Chapman University students, we published our campaign through all available mediums provided by the university:• The Dean’s Weekly Announcement • Student E-Newsletter • One University – The student blog at Chapman

Dean Price’s Weekly Announcements (February 2)

57

Student Weekly E-Newsletter (February 16)

58


One University- Chapman’s Studnet Blog (Entry on February 1 and 20)

59

Besides that, we also pitched the story of our Good Neighbor Nation campaign to two media outlets of Chapman University. Both came to cover our Good Neighbor Weekend and featured the event on their sites.

Chapman News, a weekly newscast produced by journalism students at Chapman University

60


The Panther Online, Chapman University’s student newspaper

61

The Good Neighbor Nation campaign also generated a conversation among Chapman University students about being a neighbor in the City of Orange. The topic was featured on the Guest Editorial and Opinions column of The Panther, a weekly student newspaper of Chapman University.

62


Good Neighbor Nation campaign will be featured in In Production, a semester magazine which profiles special events, and programs at Dodge College of Film and Media Arts to faculty, students and alumni in its summer 2015 edition.

In Production Magazine

63

Local Media

OC RegisterThe Orange County Register, a daily newspaper which focuses on news about Orange County, published an article about Good Neighbor Weekend on March 16. The local newspaper has a daily circulation of approximately 300,000.

64


Orange Lions NewsletterThe Orange Lions Published their newsletter to over 60 members. The main component of their newsletter was of the Good Neighbor Weekend and the Home Matters Movement.

65

Special Thanks

Home Matters America

Janell Shearer

Veston Rowe

Orange Lions Club

Orange Rotary Club

Brenda Donahue

Orange High School

The Bennetts

Mary Gomez

Chapman Univeristy Greek Life

Chapman Univeristy Lions Club

Chapman Univeristy Circle K

Chapman Univeristy Students

Fresh & Easy

Good Neighbor Nation Team

66


Bibliography American Association of Retired Persons. (2012). Civic Engagement Among Midlife and

Older Adults. Washington, DC: American Association of Retired Persons.

Austin, D. M., Furr, L. A., Spine, M. (2002). The Effects of Neighborhood Conditions on

Perceptions of Safety. Journal of Criminal Justice, 30, 417-427. doi: 10.1016/S0047-2352(02)00148-4.

Belsky, E. S. (2013, January). The Dream Lives On: The Future of Homeownership in America.

Retrieved from http://www.jchs.harvard.edu/sites/jchs.harvard.edu/files/w13-1_belsky_0.pdf

Blackbaud Inc. (2013). The Next Generation of American Giving Report. Charleston, SC:

Rovner, M.

Chapman Students Community Survey. (2015, January 15-26). [Survey]. Chapman University,

Orange, California.

Cohen, D. A., Inagami, S., Finch, B. (2008). The Built Environment and Collective Efficacy.

Health & Place, 14, 198-208. doi: 10.1016/j.healthplace.2007.06.001

Community Development Department of Orange, California. (2011). Our City at a Glance.

Orange, California: Government Printing Office.

Corporation for National and Community Service. (2007). Keeping Baby Boomers

Volunteering. Washington, DC: Government Printing Office.

Donahue, B. (2015, February). [Interview]. Board Member, Orange Lions Club.

Dowd, C. (2011, June 16). How Baby Boomers Will Change Retirement Living. Fox Business.

Retrieved from http://www.foxbusiness.com/personal-finance/2011/06/16/how-baby-boomers-will-

change-retirement-living/

Eckman, K. (2015, February). [Interview]. Code Enforcement Director, City of Orange

Council.

Escobedo, M. (2015, February). [Interview]. Publisher, Old Towne Orange Plaza Review.

Gurwitt, R. (2013, May). How Generation X is Shaping Government. Governing. Retrieved

67

from http://www.governing.com/topics/mgmt/gov-how-generation-x-shaping-government.html

Jargowsky, P. A., Komi, M. E. (2009). Before or After the Bell? School Context and

Neighborhood Effects on Student Achievement. CALDER Working Paper. Retrieved from http://www.

urban.org/uploadedpdf/1001430-student-achievement.pdf

KTGY Inc. (2014). Focus Group on The Relationships Between Chapman University Students

and Residents of City of Orange. Irvine, CA: KTGY Inc.

Lorber, A (2013, November 25). The Millennial Marketing Mix: Community, Innovation And

Values. Forbes. Retrieved from http://www.forbes.com/sites/gyro/2013/11/25/the-millennial-

marketing-mix-community-innovation-and-values/

MacArthur Foundation. (2014). How Housing Matters: The Housing Crisis Continues to Loom

Large in the Experiences and Attitudes of the American Public. Fallbrook, CA: Hart Research

Associates.

Maier, M. (2015, February). [Interview]. Director of Undergraduate Leadership Studies,

Chapman University.

Marya, E. (2014, November 20). Housing Costs Burdens Continue to Strain Renters. Retrieved

from http://housingperspectives.blogspot.com/2014/11/housing-cost-burdens-continue-to-strain.

html

MetLife Foundation. (2007). Great Expectations: Boomers and the Future of Volunteering.

Newyork, NY: MetLife Foundation.

Metlife Mature Market Institute. (2012). How Boomers Turned Conventional Wisdom on Its

Head. Newyork, NY: Achenbaum, W. A.

National Conference on Citizenship. (2013). Millennials Civic Health Index. Washington, DC:

National Conference of Citizenship.

National Conference on Citizenship (2009). Two Special Generations: The Millennials and the

Boomers. Retrieved from http://ncoc.net/226

68


Orange Lions Executive Board Members. (2015, February). [Interview]. Executive Board

Members, Orange Lions Club.

Orange Rotary Executive Board Members. (2015, February). [Interview]. Executive Board

Members, Orange Rotary Club.

Owens, A., Hall, W. J. (2010). Neighborhoods and Schools as Competing and

Reinforcing Contexts for Educational Attainment. Sociology of Education, 83, 287-311. doi:

10.1177/0038040710383519

Pew Research Center. (2013). Civic Engagement in the Digital Age. Washington, DC: Smith,

A.

Platt, M. (2015, February). [Interview]. Director of Communications and Media Relations,

Chapman University.

The Case Foundation. (2013). The 2013 Millennial Impact Report. Washington, DC: Feldmann,

D.

The Case Foundation. (2014). The 2014 Millennial Impact Report. Washington, DC: Feldmann,

D.

United States Census Bureau (2014). City profile of Orange, California [Data file]. Retrieved

from http://quickfacts.census.gov/qfd/states/06/0653980.html

United States Chamber of Commerce Foundation (2012). The Millennial Research Review.

Retrieved from http://www.uschamberfoundation.org/millennial-generation-research-review

Winograd, M., Hais, M. D. (2013, March 5). Communities need to build better millennial

connections. New Geography. Retrieved from http://www.newgeography.com/content/003540-

communities-need-build-better-millennial-connections

Wood, L., Shannon, T., Bulsara, M., Pikora, T., McCormack, G., Giles-Corti, B. (2008).

The Anatomy of the Safe and Social Suburb: An Exploratory Study of the Built Environment,

Social Capital and Residents’ Perceptions of Safety. Health & Place, 14, 15-31. doi: 10.1016/j.

Good Neighbor Nation - Public Relations Campaign

Documents

Transcript of Good Neighbor Nation - Public Relations Campaign