Project Overview

The purpose of this communications research is to well inform women about the Savannah care center located in Savannah Georgia. This project is based on pregnancies and the choices that women have. The sole purpose is to increase the awareness of the center and increasing the prospective number of volunteers for the center.

Savannah Care Center is a pregnancy resource center that provides free and confidential support. All clients contacts and information obtained in the course of treatment is confidential. No information will be released without written authorization from the client. This center does not provide abortions services or refer anyone for abortion services.

Introduction

The Savannah Care Center is a pregnancy resource center that provides women with free, confidential support. They will listen to any concerns, help with all considered options, and develop positive solutions for women and their unborn child. This center is based around providing the best care for women and to men. They help them through any hard situations dealing with an unplanned pregnancy or learning how to parent. Either a woman chooses to terminate her pregnancy, carry her pregnancy to term or decide to adopt her child, the Savannah Care Center is a resource that women and men can utilize for counseling services, supplies for their baby or other services.

This center provides numerous of services for pregnant women including earning while you learn program, post- abortion counseling, and free pregnancy testing. They also joined together with another company called the Mobile Care Unit. Where they provide, free pregnancy testing and free ultra-sounds. Although they provide post-abortion counseling, they do not provide information for an abortion. This center carries out numerous of events to inspire women and men and empower them to make the best decision for themselves in their life.

Background Research

There are numerous of information on unplanned pregnancies. Dealing with an unplanned pregnancy can be a very overwhelming. There are only a few choices a woman can make when dealing with an unplanned pregnancy. Some people do not understand how hard making those choices are. Even when a woman chooses to parent her child, they should want to learn how to parent. With support, love and understanding, then making a choice will come easy enough.

Aspen Baker (2015) was pregnant and unsure of what to do. She decided to share her secret with an acquaintance, just to get some insight and ended up getting an answer. “Wouldn’t it be amazing, if the way we talk about abortion in this country was done in just the way it happened here in this room? That’s Exhale’s mission” (p. 5). “Today, there is a big fight happening in Washington, DC, over abortion, and I am here with you because Exhale wants fewer fights and less judgment and more connecting like we’re doing right now. What you all did naturally and without prompting is exactly what the future of abortion conversations needs to look like” (p. 5). This book is based on a twenty-four-year-old woman who decided to make a choice for herself.

Kathleen Bell (2012) explained that centering pregnancy is a new way and an effective way of comprehensive care for pregnant women to ensure the best birth outcomes. In her research, she questioned “what can the united states do to decrease rates of maternal morbidity and mortality?” (p. 3) “Practicing feminist, woman and family centered care and embracing centering pregnancy will ensure that women are treated equally in their which will ensure positive birth outcomes” (p. 6). Centering pregnancy is a way women can share their process of pregnancies and being a mother. These women are put together in groups, organized by due dates to relate to one another. The care givers will provide the best care for women and to make sure that women have a healthy birth.

Jennifer Gray (2014) explains how social support communication is considered a vital part of a healthy outcome in pregnancies, but are often shunned away when dealing with unplanned pregnancies, particularly for college-aged young women. She explores different types of communication when dealing with unplanned pregnancies including nurturing support, specifically network support, message strategies, source and timing of support. “Thus, identifying specific communication behaviors and messaging strategies in various health areas, including that of unplanned pregnancy, begins with studying social support experiences received by populations in those health contexts” (p. 4). Through varies of support communication, unplanned or planned pregnancies can be a time of uncertainty and stress on women.

Coleman and Garratt (2016) asserted on how women that chooses adoption placement have unmet psychological needs related to their decision, the experience and moving forward post- adoption. The explored different types of placements including open- adoption, closed adoption, semi-open adoption and identified adoption. “There are studies suggesting that adolescent women who place their infants for adoption do not fare worse, and may actually fare better compared to their peers who decide to keep their babies” (p. 7).

Methodology

The goal of this research is to examine the awareness of the Savannah Care Center. The sample size is 25 students on Savannah State University campus. These students range from ages 16 to 61 and up. Their classification ranges from sophomores to graduating seniors. A survey was conducted online for my participants, concerning if students were aware of the Savannah care center and if they were interested in being a volunteer for the center.

Sample Selection

The sample selection that is used for this research is non-random snowball method. Participants are surveyed at Savannah State University, to provide non-bias results with an equal opportunity. 42.3 percent of students are from Savannah, Georgia, but 57.7 are not. 11.5 percent of students are from ages 13-40 years old, while 76.9 percent are 20 to 29 years old. 76.9 percent of students are African Americans and 19.2 percent are Caucasian. The percentage of students that completed some college level is 69.2 percent, 7.7 percent completed some high school, 15.4 percent completed a bachelor’s degree and 7.7 percent completed an associate’s degree. 88.5 percent of students are single and never married, while 11.5 percent are married.

Data Collection Technique

In order to get varies of responses, the survey was distributed online through Google Forms. The survey was developed February 3, 2017 and then distributed on February 6, 2017. The survey link was sent out via email and on an informational sheet.

Procedures

There were 25 questions given to 50 people on how they feel about Savannah Care Center, the services and resources they provide and unplanned pregnancies. The survey was given to random males and females from ages 13 and up. The survey was based on multiple choice questions.

Ethical Considerations

The survey included a consent form, so participants were aware that their answers would be confidential and used to conduct a campaign. The participants were made aware that they had the option to withdraw from the survey at any time.

Data Analysis

Through google forms, data was collected from the excel sheet. The excel sheet was used to help analyze the data.

Findings

While conducting a survey for the Savannah Care Center, data showed that there were more individuals that knew what a pregnancy resource center is. There were about 69.2 percent of individuals that did know, 26.9 percent did not know and only 3.8 percent think they knew.

This shows that there are individuals that are knowledgeable about pregnancy resource centers. On the other hand, there is a need of an increase of the percentage where individuals lack knowledge of pregnancy resource centers.

Partcipants were asked were they interested in learning more about the center 50 percent answered yes, 30.8 percent answered maybe and 19.2 percent said no.

With a higher percentage of individuals showing no knowledge at all for the Savannah Care Center, this shows that there is a need of awareness for the center. Individuals will be able to know more about the Savannah Care Center.

INTEGRATED MARKETING COMMUNICATIONS (IMC)PLAN

Campaign Goal:

The overall purpose of this campaign is to inform women about the Savannah care center located in Savannah Georgia. Women were targeted for the campaign, but men were encouraged to be well informed. The stakeholder for this campaign is the Savannah care center. Since the goal is to increase the awareness of the center and increasing the prospective number of volunteers for the center, implementation was provided on the Savannah State University campus. Most students know what a pregnancy resource center is, but do not know about the Savannah Care Center.

Objectives:

Informational objective: According to the primary research, 40 percent of the participants that were surveyed were interested in volunteering for the savannah care center.

The informational objective for this campaign is to inform participants about the savannah care center and the events they have which will increase the percentage of prospective volunteers by 10 percent by April 2017.

Outcome objective: Through research, 65 percent of survey participants were aware of the savannah care center.

The outcome objective for this campaign is to increase awareness of the savannah care center through implemention by 20 percent by April 2017.

Short-term objective: Through primary research, nearly 65 percent of the participants that were surveyed do not know what services the savannah care center provides.The short-term objective for this campaign is to inform participants about the services that are provided through a class presentation.

Long-term objective: Nearly 30 percent stated that they are not aware of what a pregnancy resource center is. The long-term objective is to create a landing page, a poster and encourage people to participate in the events the savannah care center host.

Key Messages and Theme

The key message for this campaign is “you are not alone”. So women will know that the savannah care center will help with any decisions considered because it is important for you to know the facts about those options.

The theme for this campaign is “we are here for you.” This is the overarching idea that the savannah care center applies to the target audience.

Channels and Strategies:

Brochures: The brochures were used to inform particpants about who the savannah care center and what services they provide. It was used to increase the awarness of the savannah care center.

Posters: The poster was used for the savannah care center staff use only. The staff at the center has their own informational tables for women, so they found that poster useful. It was used to increase the awarness of the savannah care center.

News Release: The news release informed particpates about the parenting classes that the savannah care center provides. Also know as the earn while you learn program. It was used to increase the awarness of the savannah care center.

Print Adverstisement: The Print AD is to inform particpants about the savannah care center. It is used as an attention getter for women and encouraging men to be well infomed as well. It was used to increase the awarness of the savannah care center.

Media Advisory: The media advisory is to inform particpants about an event the savannah care center is hosting. The event is called "Walk/Run for Life" and it is an annual fundrasing event. This was used to increase the percentage of prospective volunteers for the savannah care center.

Infographic: An infographic was used on a landing page made for the savannah care center. This was used to increase the percentage of the prospective volunteers for the savannah care center. It is a simple way of getting quick information out for volunteers.

Postcards: The postcards is a unique way in informing particpants about volunteering. They were passed around during class presentations. On the back of the cards is a QR code to the savannah care center landing page. It was used to increase the percentage of the prospective volunteers for the savannah care center.

Landing/Web Page: A landing page was created as a request for the savannah care center. It is a page that puts out basic information on the center and information about volunteering. This was used to increase the percentage of the prospective volunteers for the savannah care center.

Campaign Timeline:

Campaign Budget:

DELIVERABLE AND IMPLEMENTATION

Deliverables

Brochure

Poster

News Release

Print Adverstisement

Media Advisory

Infographic

Postcards

Landing Page

Campaign Evaluation

This study will be conducted through secondary and primary research. There is a lack of education for planned parenthood and there is a lack of awareness for unplanned pregnancies. This study analysis why pregnancy recourse centers can be effective in a woman’s life.

Goal:

Women were well informed about the Savannah care center located in Savannah Georgia. This campaign is to help woman understand that they are not alone and the Savannah care center is there to help. Women were targeted specifically for this campaign, but men were encouraged to be informed. With the help of the staff in the Savannah care center, the center has received the awareness it deeply deserves.

Objective:

For this campaign, the awareness of the Savannah care center was implemented on the Savannah State University campus and increasing the prospective number of volunteers for the center. Students on the Savannah State University campus know more about the center and the services they provide. These students will also be aware of the volunteer opportunities.

Evaluation Methodology:

For the evaluation process, there were two surveys given. One was to see how many students knew about the savannah care center on campus and the second one was to see if any students are aware of the center after implementation. There were a series of questions to see how well students knew the savannah care center and what services they offer. Students were given informational brochures and postcards throughout the whole implementation process on the savannah care center.

Provided are three forms of evaluation: Two summative methods and one formative method. For the summative method, a survey was given to 32 students on Savannah State University campus. These students range from ages 16 to 61 and up. Their classification ranges from sophomores to graduating seniors. A survey was conducted online for my participants, concerning if students were aware of the savannah care center and if they were interested in being a volunteer for the center. There were varies of questions asked in regards of the center and my implementation efforts. A second summative method is a letter of appreciation from the Savannah Care Center. Mrs. Gwen Jenkins, the director of client services, expressed her appreciation in efforts of helping the Savannah Care Center. For the formative method, through experience with conducting this project, I expressed my hardships, weakness and strengthens.

Findings:

Implementation Efforts:

Due to time constraints, only one objective was required for implementation. A class presentation was implemented for this campaign. Brochures and postcards were used during implementation. The Savannah Care Center requested implementation on the Savannah State University campus. The implementation was to achieve our goal in spreading the awareness to the center and informing students of what the center provides.

There was a survey given online regarding the center and the services they provide. Students were asked if they were interested in learning more about the center and 50 percent said yes while 30 percent said maybe. Students were asked if they would recommend anyone to the center and 87.5 percent said yes while 9.4 percent said maybe. The sample size is thirty-two students and these students range from ages sixteen to sixty-one and up. Their classification ranges from sophomores to graduating seniors.

Conclusion

Majority of the participants are now aware of the savannah care center. Majority of students are interested in being a volunteer for the savannah care center. Which means we have reached our goal for this campaign. The main problem was that students did not know anything about the savannah care center and the services they provide. And another problem is that the center needs volunteers. Gender was unknowingly left out of the first survey, but was answered in the second survey. To compare, majority of the students that answered that question were women.

The percentage of students that are aware of the services the savannah care center provides went up 37 percent and dropped 44 percent for those who are not aware of the services the center. The percentage of students who know what a pregnancy resource center is went up 9 percent and dropped 14 percent for those who are unaware of a pregnancy resource center. The percentage of students who are interested in being a volunteer for the savannah care center went up 10 percent and dropped 4 percent who are considering volunteering. The percentage of students who are aware of the savannah care center went up 35 percent and dropped 36 percent for those who are not aware.

Due to the online survey, there were a few limitations. Implementing an online survey can be difficult when people do not want to do the survey online or when technology is not working well. So, to solve that problem surveys were printed. The number of questions that were asked on the survey was another limitation. During implementation, most students did not want to participate in the survey and some students forgot about the deliverables that were passed out, so some surveys were not answered correctly. Due to time restraints, the class presentation was on a tight time schedule. There was not enough ink to print brochures and postcards in color.

Formative Evaluation

For the campaign process, time constraints and short comings for preparation was noticed. Time management was a huge problem and preparing for implementation was another problem. There were a few issues that emerged that were gone unnoticed. The surveys that were implemented throughout the campaign were not completely planned. On the first survey, some questions could have been taken out and some questions could have replaced them. On the second survey, questions were added and only a select few questions were taken out and re-worded, so some participants did not a chance to answer the new questions.

The brochure and the postcards were printed in black and white. It was hard trying to get nearly 100 copies printed in color. The brochures and postcards looked great in color, due to the lack of ink provided and the lack of finances, printing them in color was not an option. Being prepared is key to being successful and implementing a class presentation was another problem. Because professors requested that the presentation should last less than five minutes, evaluation was cut short and surveys had to be printed. There was a QR code provided for students to take the survey online, but due to time restraints no one bothered to take the survey. To have a tight time schedule for the class presentation, it effected the delivery of the message and the information that was given.