Jessy Elliott

Southern West Virginia Lifestyle Project Secondary Research A Strategic Communications Campaign for Southern West Virginia Lifestyles Project, produced by: Team Manager: Jessy Elliott and team: Timothy Noon, Lainey Bartos, Seth Ferree, Sam Martelli, Ryan Hull, Eric Engle, Casey Rock, Dan Griffin and Julia Gabriel. Submitted in partial fulfillment of the requirements for STCM 459 Fall 2015. V. Secondary Research A. Statement of the Secondary Research Objectives Through secondary research SWVL intends to better understand our target audience by further segmentation, to gain insight into the best practices and strategies used for previous successful health campaigns, as well as finding community programs that have a similar mission to SWVL in hopes of potential collaboration. B. Sources of Information and Method In order to achieve our objectives, multiple sources of information were explored. First, census data was extrapolated to better understand the population in select areas in which SWVL is attempting to operate. Scholarly sources were investigated to bring more credibility to our research about previous campaigns targeted specifically toward health intervention, or directly marketed to teens were reviewed to understand the following: ● Most successful messaging strategies ● Creative elements ● Incentives ● Social media dissemination and desired platforms ● Color schemes ● Images ● Frequency of engagement Community programs with a similar mission to SWVL were discovered, as well as local stores, restaurants and organizations we could work alongside during the efforts to increase healthier lifestyle choices. Surrounding media outlets, popular networks, as well as potential courses within the school were found that could be taken advantage of for dissemination of information. Southern West Virginia Lifestyle Project Secondary Research C. Findings 1.) Who The first step in any campaign is understanding the target audience. Since this campaign was initiated in the spring of 2014, we knew that we were targeting primarily high school students, but we needed to take that one step further. All of the participants are in high school, and not everyone's the same. We wanted to identify different subgroups within the schools as well as individuals in the county. Although these students were whom we wanted to reach directly, we needed to learn more about exactly what makes them different from other high school students, as well as the rest of their community members. In order to do that we found census information gathered from 2014 to give us a better idea. Census Information Breakdown by County Logan McDowel l Mingo Wyoming West Virginia Population (2014) 35, 348 20,448 25,716 22,598 1,850,326 Persons under 18 20.6% 20.2% 21.8% 21.4% 20.6% White 96.7% 89.5% 96.7% 98% 93.8% High school graduate or higher (25+) 76.4% 63.1% 72.6% 73.5% 83.9% Bachelor’s degree or higher 9.2% 5.8% 10.7% 8.7% 18.3% Per capita money income in past 12 months $19,901 $14,093 $20,609 $18,377 $22,966 Median Household income $36,999 $22,252 $35,955 $34,454 $41,043 Persons below poverty level 19.8% 36.3% 22.9% 21.5% 17.9% (United States Census Bureau, 2014). Summary of Census Information We segmented the West Virginia census data into the four counties we are currently interested in, and pulled out the information relevant to our campaign. Southern West Virginia Lifestyle Project Secondary Research We can analyze this data and notice a few trends amongst the counties. Since our target audience is high school students it is reassuring to see that all the counties have about one fifth of their population as persons under 18. The demographic breakdown of the census data shows that a large majority of the population is white. Although the high school graduation rates are promising, the numbers for college graduates are pretty low. This could be concerning due to the literacy level of our primary and secondary audiences when it comes to healthy recipes and how to maintain a healthy lifestyle. Income and poverty levels are an important part to consider as well, since a lot of people may have a preconceived notion that eating healthy is expensive. We can conclude from the data that there is not an abundance of money in these households, so it will be important to push the message of affordable meals or lifestyle changes that do not cost any money at all. To understand this one step further, taking a look at a market segment tool, we can find out more of the psychographic makeup of the residents of our four targeted counties; and the online tool called Neilson PRIZM provides exactly that. After narrowing down the groups of people by selecting certain criteria regarding race and ethnicity, household income, and urbanicity, we were left with midscale families with kids, in the category named “Shotguns & Pickups.” This segment came by its name because it scores near the top of all lifestyles for owning hunting rifles and pickup trucks. They tend to be young, working-class couples with large families, living in small homes and manufactured housing. PRIZM also suggests that the lifestyle and media traits of these individuals are that they would be most likely to order from Mary Kay, read Four Wheeler magazine, watch Maury, own a horse, as well as drive a Dodge Ram diesel. Although this is mostly speculation and cannot be projected onto everyone within these counties we are trying to reach, this provides great insight to the types of things we as an agency can use to entice our audience. 2.) Scholarly Sources Upon looking for scholarly resources that provided examples of health initiatives that were directly related to the mission of SWVL, or directly targeted to teens, several relevant examples were found. Some of the main points from the previous campaigns include key finding and other main points, such as: 1. How to target teens on health and wellness topics- Many campaigns shield away from using scare tactics to influence individuals to being healthy. Instead, they used positive reinforcements and incentives to encourage participation. Negative tones used as a scare tactic can be successful, however less positively framed messages have better outcomes. 2. Analyzed attitudes of adolescents (Hersey, 2005)- The majority of adolescents that participated in the campaign and it’s events had Southern West Virginia Lifestyle Project Secondary Research a positive attitude towards the project. Data collected from pre and post surveys show an increase in positive attitudes towards the campaign. 3. Qualitative evaluation of small programs aimed to improve overall health 4. Successfully implemented the help of extension agents and faculty members in the program. 5. Focused in a low-income community (Keselman, 2015)Southern West Virginia has the highest. An overview of an interdisciplinary intervention that was done in schools also provided useful information. It is similar to our research because they tested schools in four counties in Massachusetts but the age group was 6th-8th graders. They introduced a health behavior intervention known as Planet Health to these four counties and wanted to get an evaluation of the behaviors among boys and girls in 6th to 8th grade. Their incentive on why they designed Planet Health the way they did was enticing as well. The article states, “Planet Health was designed to provide students with cognitive and behavioral skills to enable change in target behaviors, practice using skills to strengthen perceived competence in employing new behaviors effectively, and support for behaviors by multiple classrooms and PE teachers.” (Gortmaker, 1999). Another article studied focuses on the effectiveness of social media presence in health promotion to teens. This directly correlates to the kind of plan SWVL will be initiating throughout the process. The project this research focused on is called the FaceSpace Project. In their research, they found that familiarity with the social networking sites was difficult to build and was a problem they often ran into. Some key points from the articles: ● How to design a study with multiple concepts from behavioral and social-cognitive theories. ● What day-to-day activities to swap out for a healthier lifestyle; such as decreasing television viewing and increasing physical activity. ● One of the biggest challenges is building an audience among the sites. ● Health intervention can have a better outcome for promotion through social media in place of traditional advertising because of direct communication to the target audience. 3.) Campaign Message Testing Southern West Virginia Lifestyle Project Secondary Research We found that health intervention campaigns are more successful when portrayed in a positive light. Studies have shown that fear appeals reveal both weaker and unintended effects (Hastings, 2004). The “scary” fear tactic creates ethical concerns, which include responses such as high anxiety among those most at risk (Hastings, 2004). Most people tend to look away or try to ignore these fear tactics because they either don’t want to see it, or are too afraid to take action. However, there is one positive benefit of using scare tactics in campaigns which is, those who are not directly targeted, feel a sense of complacency (Hastings, 2004), and are more likely to keep up their positive lifestyle. Alternatives to fear appeals are the use of positive reinforcement appeals aimed at good behavior. The uses of humor and postmodern irony have shown great support during health intervention campaigns, as it sends out a positive message (Hastings, 2004). This increases the likelihood of audience participation and will encourage more people to get involved. As the Coca-Cola “Coming Together” campaign showed, using positive reinforcement at a group level allows the community (or school) to work together towards a common goal. Through numerous small health workshops and events, Coke was able to bring everyone together for a community wide movement with a positive mindset. The most important aspect of a positive campaign message is choosing the right medium to inspire the target market. Dove’s “Ad Makeover” campaign is a perfect example of how powerful positive messaging can be when used through the proper social media platform. Dove noticed that within the beauty industry, there was an abundance of negative advertising targeted towards women on Facebook. To combat this negativity and make every woman feel special, they designed the “Ad Makeover” campaign where female Facebook users had the ability to create positive messages to displace negative ads. The user driven content and interactive platform created a viral buzz for the campaign, essentially promoting itself. The results & statistics of the Ad Makeover show that people are more likely to virally share positivity, than a fear-based campaign: ● 171 million banners with negative messages displaced and 5.5 million unique women reached. Dove’s initial goal was reaching 5 million users ● Over 50% of the women who visited Dove Ad Makeover created a message, and 82% of the ads seen were created by friends of the viewer ● Facebook mentions increased by 71% ● Project impressions were 253 million ● Poll was conducted where 71% of the women said they felt more beautiful While Twitter was a main point of interest in Spring 2014 SWVL campaign, we plan to figure out preferred platforms among our audience through primary Southern West Virginia Lifestyle Project Secondary Research research. We do not plan to rule out Twitter as it is a perfect platform for real-time engagement with students, however, we are open to use any social media platforms that the students see fit. From this article, we were able to analyze what type of tactic would work in delivering the SWVL campaign message and the best platforms to do so. Most consumers respond well to positive messaging. As shown in Dove’s campaign, people were able to relate to the message which made them able to connect their message with their own lives. Throughout the SWVL campaign we want to assure that students are able to receive our message and utilize it to fit their needs and to help make a difference in their everyday routine. 4.) Social Media Involvement ● ● ● ● After research was conducted, we can see that the most successful health intervention campaigns used multiple social media platforms and had an established website of their own. These are a list of previous successful campaigns which used various platforms and created a website for their campaign: Truth Campaign: Anti-tobacco o Used Twitter, Facebook, Instagram, Google+, and YouTube, as well as TV advertisements o Sent out messages frequently everyday – at least 10-15 tweets per day o Used informational posts about which included pictures, videos, and links to other sites o Used hashtags to communicate and interact with their audience, as well as responding to their participants via Twitter and Facebook o Used comedy messaging to target college students about social smoking as their content for their commercials and ads Green Dot Campaign: Ending violence o Used Twitter, Facebook, Instagram, and Linkedin o Sent out messages frequently every week – about 5-10 posts per week o Posts included information with links to other web pages, and used pictures and videos to send messages out o Interacted with audience by using hashtags and responding to participants via Twitter o Used positive messaging to target students about ending violence one green dot at a time National Binge Drinking Campaign o Used Facebook, Google+, and YouTube o Sent out multiple messages frequently every day o Information was mainly distributed through their webpage Sharpie’s Back to School Campaign Southern West Virginia Lifestyle Project Secondary Research o Used Facebook, Twitter, YouTube, Twitter, Instagram, and Pinterest o Appeal to multi-screen and mobile use by social apps like Snapchat o Sent out messages frequently every day which included pictures, videos, and links to their webpage o Used positive messaging to target teenagers to promote self expression ▪ Such as encouraging teenagers to boost their creativity with Sharpie and featuring teen’s work featuring Sharpie products These campaigns are important to look at because they all targeted teens and used successful messaging. In order to be successful we need to make sure we are sending out frequent messages every day. This will keep our audience informed and involved which will ultimately increase participation. These campaigns also used strategic hashtags on their social media posts, which help them communicate to their audience and in a sense, organize their campaign by using the specific hashtags. By sharing valued information such as links to webpages, videos and pictures, these campaigns are staying interactive with their audience on a daily basis. Getting feedback and responding to participants is a must, and can really separate whether a campaign is effective or not. By responding to the public or retweeting a followers post, they are creating a sense of connection with the audience. Health intervention campaigns tend to be more successful when portrayed as a positive message. It is also extremely important to know your exact audience and make content relatable to your audience. Two successful campaigns that practiced tactics successfully are: ● Sharpie’s Back to School Campaign o Made content visual and engaging o Promoted self-expression o Connected with their target audience through YouTube, Twitter, Facebook, Pinterest, and Snapchat o Was familiar with their target audience’s interests by promoting creativity ● Truth Campaign: Anti-tobacco o Used positive tactics which included humor and comedy o Portrayed that not smoking is the “cool” thing to do o Connected and relatable to target audience by taking college events to promote their anti-social smoking campaigns Alternatives to fear appeals are the use of positive reinforcement appeals aimed at good behavior. The Sharpie campaign did an excellent job of this by making their content visual and engaging (Julig, 2013). Sharpie also promoted self-expression, which gave their target audience a sense of customization and personalization as they used Sharpie’s products to generate expressive and Southern West Virginia Lifestyle Project Secondary Research creative content (Julig, 2013). One particular campaign that has done this perfectly is the Truth campaign. The Truth campaign is an anti-tobacco cause targeting young adults, mainly college students. Recently they have made videos that stereotypes how college students act and talk at parties, using humor, and called occasionally smoking cigarettes “a trap” as research showed half the people who try cigarettes in college, still smoke cigarettes four years later (Truth, 2015). Knowing what is popular and what the trends are of high school students is going to be key during our campaign. 5.) Local Involvement Being partnered with WVU extension agents (see appendix A.1) has provided SWVL with the opportunity to have an already established presence within select counties. Our secondary research was used to further investigate alternative options to supplement our efforts and found that there are many more events (see appendix A.2), local food options (see appendix A.3), and health programs (see appendix A.4) in place than originally thought. Within the three counties we will be operating in, along with many locally owned restaurants, there are also numerous farmer’s market (see appendix A.5) that will be operational during the duration of the project (WVDA,2015). Each of these markets are also part of the state’s Farmer’s Market Nutrition Program headed by the DHHR and Dept. of Agriculture, which allows local residents to use their SNAP and WIC benefits at these markets to ensure they have access to healthy, locally grown food options (WVDHHR, 2015). We found this incredibly useful as it reinforces the census data that depicts these four counties as low-income areas (CENSUS, 2015). Knowing that there are similar campaigns with the same goals in promoting health in southern W.V. is reassuring. There are a variety of parks and trails in these counties, which are excellent for walking, hiking, and running. After coming across this information, this could be something to suggest in our campaign as an example of a way to stay active and healthy. There are also a few 5k runs in these counties as well, centering on memorials, festivals and other community events. This shows that the people in this area are willing to participate in an event that hits close to home or is somehow related to their community. Finally, Mingo County is hosting a women on wellness (WOW,2015) retreat, where they will have stations set up to help promote a long lasting healthy lifestyle change. After this event, it will be beneficial to see how successful their turnout was and what the communities’ main health issues were. This information can help us further in finding out what specific tactics work best with the people in these communities. We plan on utilizing this information when implementing any campaign tactics and supplemental community programs throughout the SWVL project. D. Application/Interpretation Southern West Virginia Lifestyle Project Secondary Research Secondary research has provided great insight into identifying key research questions to guide the next phase of data collection. Using the secondary research as a guide we can pinpoint the holes within the information to better cater our primary research methods and questions. The use of in-depth interviews with professionals in health, diet and exercise we can gain credible practices that can be introduced into our target audience’s lives to bring them closer to a healthier life. The use of focus groups will enable us to gather more qualitative data that delves into the emotions and sentiments of the audience, as well as provides the opportunity to probe for more specific information. We have the ability to learn about motivations and incentives that would create the most momentum and involvement. Lastly, administering surveys will capture a large number of respondents, which helps to understand the baseline awareness of the health epidemic and what is being done about it, while providing numerical, quantitative data. With a better understanding of several key components that make up a successful campaign we can incorporate these lessons learned into our primary protocols as we move forward in order to encapsulate the exact direction we wish to take the campaign. Southern West Virginia Lifestyle Project Secondary Research SOURCES “Coming Together: Help Us Fight Obesity.” The Coca-Cola Company. N.p., 13 Jan. 2013. Coyne, Cathy A., Christina Demian-Popescu, and Dana Friend. “Social and Cultural Factors Influencing Health in Southern West Virginia: A Qualitative Study.” Preventing Chronic Disease. Centers for Disease Control and Prevention, 15 Sept. 2006. Web. 11 Sept, 2015. Gold, J., Pedrana, A., Stoove, M., Chang, S., Howard, S., Asselin, J.,Hellard, M. (n.d.). Developing Health Promotion Interventions on Social Networking Sites: Recommendations from The FaceSpace Project. Retrieved September 12, 2015. Hastings, G., Stead, M. & Webb, J. (2004). Fear appeals in social marketing: Strategic and ethical reasons for concern. Psychology & Marketing, 21: 961-986. http://doi/10.1002/mar.20043 Hersey, James C., et al. (2005). "The Theory Of 'Truth': How Counter-industry Campaigns Affect Smoking Behavior Among Teens." Health Psychology 24.1 pg. 22-31. PsycARTICLES. Web. 10 Sept. 2015. Julig, Louise. (2013). “3 ways sharpie is engaging teens with social media.” Social Media Examiner. Retrieved from September 14, 2015, from www.socialmediaexaminer.com/connect-with-teens-on-social-media-sharpie-case-study/ Keselman, Alla, et al. (2015)."Harnessing Health Information To Foster Disadvantaged Teens' Community Engagement, Leadership Skills, And Career Plans: A Qualitative Evaluation Of The Teen Health Leadership Program." Journal Of The Medical Library Association-. Web. 10 Sept. 2015. Moorhead, S., Hazlett, D., Harrison, L., Carroll, J., Irwin, A. & Hoving, C. (2013). A New Dimension of Health Care: Systematic Review of the Uses, Benefits, and Limitations of Social Media for Health Communication. Journal of Medical Internet Research. Münter, Merilin-Ingrid. (2012). "Case Study: Dove’s ‘Ad Makeover’ Brings Positive Ad Messages (and Overbidding) to Facebook." Best Marketing RSS. N.p., n.d. PRIZM (n.d.). Retrieved September 22, 2015, from https://www.claritas.com/MyBestSegments/Default.jsp?null Story, Mary, Marilyn S. Nanney, and Marlene B. Swartz. “Milbank Quarterly Volume 87. Issue 1, Article First Published Online: 11 Mar. 2009.” Schools and Obesity Prevention: Southern West Virginia Lifestyle Project Secondary Research Creating School Environments and Policies to Promote Healthy Eating and Physical Activity. N.p., 11 Mar. 2009. Web. 11 Sept. 2015 "United States Census Bureau." State and County QuickFact s. N.p., 5 Aug. 2015. Web. 14 Sept. 2015. US Census Bureau. (n.d.) WV Census Quickfacts. Retrieved September 10, 2015, from http://quickfacts.census.gov/qfd/states/54000.html WOW. (n.d.) WV Healthy Women Retrieved September 10, 2015, from http://www.wvhealthywomen.org/pages/Events/2015/September/Mingo-County-Womenon-Wellness-(WOW) WVDA (2015). Farmers' Market Directory PDF Retrieved September 11, 2015, from http://www.agriculture.wv.gov/divisions/marketinganddevelopment/Documents/WV%20Farm 20Mkt%202015%20PDF%20.pdf WVDHHR-WIC. (n.d.). Farmers' Market Program. Retrieved September 10, 2015, from http://ons.wvdhhr.org/FarmersMarket/FarmersMarketProgram/tabid/1176/Default.aspx Southern West Virginia Lifestyle Project Secondary Research APPENDIX CONTENT Section A: Secondary Research ● A.1 – Extension Agents ● A.2 – Events ● A.3 – Local Restaurants ● A.4 – Health Programs ● A.5 – Farmer's Markets ● SEE ATTACHED CHART Southern West Virginia Lifestyle Project Secondary Research Appendix A.1 Extension Agents County High School Extension Phone Number Agent Email Mingo - Mingo Central - Tug Valley Dana Wright - Ext. 1104 -.edu Logan -Chapmanville -Logan -Man Dana Wright - Ext. 1104 -.edu Wyoming -Wyoming East Stephanie -West Side Lusk - Ext. 310 Stephanie.Lusk@mail. wvu.edu Schools Wyoming County East High School One Warrior Way, New Richmond, WV 24867 - Westside High School HC 65, Box 275 Renegade Drive Clear Fork, WV 24822 - Logan High School One Wildcat Way, Logan WV 25601 - Man Senior High School 800 East McDonald Avenue Man, WV 25635 - Chapmanville Regional High School 200 Vance Street, Chapmanville WV 25508 Southern West Virginia Lifestyle Project Secondary Research - River View High School 512 Mountaineer Highway Bradshaw, WV- Principals: Appendix A.2 Events Wyoming County Castle Rock Trail Head, part of the Pinnacle Creek Trail which is known as the most scenic trail system in Hatfield-McCoy Country. The Hatfield McCoy Trails, also referred to as ‘Trails Heaven’, is open to ATV’s Dirt Bikes, select Utility Vehicles (UTVs), Mountain Bikes, and Hikers. http://visitwv.com/our-area/wyoming/ McDowell County Southern West Virginia Lifestyle Project Secondary Research The Indian Ridge Trail System is the most recently added 75 mile addition to the Hatfield-McCoy Trails Family. The Ashland Trailhead is the only trailhead to the Indian Ridge Trail at this time and is located in McDowell County. http://visitwv.com/our-area/mcdowell/ Appendix A.3 Local Restaurants Wyoming County Ole Jose Grill 564 River Rd, Pineville, WV 24874 - Pinnacle Drive-in 88 Pinnacle Ave, Pineville, WV 24874 - Castle Rock Restaurant WV-10, Jesse, WV- Dairy Queen Main AVE AKA RTE 10, Pineville, WV 24874 - Tudors 200 Appalachian Hwy, Pineville, WV 24874 - Logan County Surrey House 62 Shae Ave, Chapmanville, WV 25508 - Janet's Park & Eat Riverview Ave, Logan, WV 25601 - Southern West Virginia Lifestyle Project Secondary Research Morrison's Drive Inn 126 Stollings Ave, Logan, WV 25601 - Gino's Pizza & Spaghetti 988 WV-10, Logan, WV 25601 - Mingo County Wally's Restaurant US-52, Gilbert, WV 25621 - Starters 116 E 2nd Ave, Williamson, WV 25661 - Dorothy's Restaurant 48958 US-52, Kermit, WV 25674 - Miner's Diner & Pizza RR 49, Matewan, WV 25678 - Local Grocery Stores Appendix A.4 Southern West Virginia Lifestyle Project Secondary Research Community/School Health Programs Community/School Health Program Logan High School - 3 A’s Attitude, Action Achievement - ROTC - Dance Class - Mandatory PE and health for 9th & 10th grade Man High School - ROTC - 9th grade PE - Intro to health and nutrition class Tug Valley - Diabetes Coalition - Road Runners Club: 5k every month - Williamson Health and Wellness Coalition - Color runs, Coal runs, Night runs - Agriculture Program Wyoming High School - Walking lunch program - Grant or RESA - Teachers with PEIA Pathways to Wellness Appendix A.5 Southern West Virginia Lifestyle Project Secondary Research Farmer’s Markets Logan County Logan Farmers’ Market 85 Farmers Market Rd., Chapmanville Monday – Saturday, 9 am – 5 pm OPEN: Year Around Lambert’s Market 3 Mile Curve, Rt. 10, Logan Wed. – Sat., 9 am – 6 pm OPEN: April – October Red & Sherry’s Produce 44 Main Avenue, Rt. 10, Logan Sunday – Saturday, 9:30 am – 5:30 pm OPEN: Year Around Four Seasons Country Store 97 Justice Avenue, Logan Sunday – Saturday, 9 am – 8 pm Mingo County Williamson Farmers Market Corner of Vinson St & 2nd Ave, at the Flood wall across from BB&T Bank Saturday, 8 am – 4 pm OPEN: June – October Wyoming County Mullens Opportunity Center 300 Front Street, Mullens Thursday, 8 am –Noon OPEN: mid-June –October Southern West Virginia Lifestyle Project Secondary Research McDowell County Bradshaw Farmers Market Buchannon Ave (across from Town Hall) Thursday, 1 pm –6 pm OPEN: mid-June –October Gary Farmers Market Near City Hall Monday, 1 pm –6 pm OPEN: mid-June –October Iaegar Farmers Market Center Street, near City Hall Thursday, 1 pm –6 pm OPEN: mid-June – October Kimball Farmers Market 138 E. Main St (next to Y’asou Restaurant) Wednesday & Friday, 1 pm –6 pm OPEN: mid-June –October War Farmers Market WV-16 Highway South (across from Auto Shop, SE of City Hall) Wednesday, 1 pm–6 pm OPEN: mid-June –October Welch Farmers Market Highway 51 South (Maitland Mall) Monday & Friday, 1 pm –6 pm OPEN: mid-June -October