Geographic Data

• QuickFacts: https://www.census.gov/quickfacts/fact/table/beaumontcitytexas/PST045217

Demographic Data

There are many resources on the free Web that can be used to find general demographic data, including:

• American FactFinder
  This U.S. Census Bureau site provides access to a variety of data, at the city, county, and state level for the United States, Puerto Rico, and the Island Areas. Data are obtained from many different surveys and censuses.
• American Time Use Survey
  The American Time Use Survey provides information about “the amount of time people spend doing various activities, such as paid work, childcare, volunteering, and socializing.”
• Bureau of Labor Statistics
  The U.S. Department of Labor’s Bureau of Labor Statistics provides various types of employment-related data for U.S. regions, states, and local areas.
• Consumer Expenditure Survey
  Consumer Expenditure Survey data are collected for the Bureau of Labor Statistics by the U.S. Census Bureau. Data “provide information on the buying habits of American consumers, including data on their expenditures, income, and consumer unit (families and single consumers) characteristics.”
• County Business Patterns
  This site, maintained by the U.S. Census Bureau, provides economic data organized by industry. Per the Census Bureau, the data can be used “for analyzing market potential, measuring the effectiveness of sales and advertising programs, setting sales quotas, and developing budgets.”
• Esri ZIP Lookup
  This tool provides demographic and lifestyle information by ZIP code.
• MyBestSegments
  This Nielsen Company site characterizes U.S. ZIP code areas in terms of 66 distinct lifestyle types, which it refers to as “segments.”
• NationMaster
  This site compiles data from numerous sources, allowing users to compare countries on a variety of characteristics.
• State and County QuickFacts
  This U.S. Census Bureau site provides access to a variety of data regarding people, businesses, and geography, at the city, county, and state level for the United States.
• StateMaster
  This site compiles data from numerous sources, allowing users to compare U.S. states on a variety of characteristics.
• ZIPWho

Psychographics

• ESRI: Built on Esri’s location technology, this app queries Esri’s expansive library of spending, demographic, and lifestyle data to pull insights about your selected ZIP Code. This app also uses cloud-based analytical tools along with street network data to generate drive times and buffers on-the-fly.
  • Try it with your ZIP code.
  • Sample: https://downloads.esri.com/esri_content_doc/dbl/us/tapestry/segment54.pdf

Millennial and Gen Y Demographic and Psychographic Data:

• Goldman Sachs: http://www.goldmansachs.com/our-thinking/pages/millennials/
• Pew Research Center: http://www.pewresearch.org/2009/12/10/the-millennials/
• Bloomberg View: https://www.bloomberg.com/view/interactives/2015-millennials/

Student Demographic Data

In general, here are some sites with information about college students:

• Statista: https://www.statista.com/topics/829/college-and-university/

Here are sites with demographics for Lamar University:

• Lamar University Profile on College Portraits
• Lamar University Profile on College Navigator
• Lamar University Student Performance Dashboard

Technographics

• Marketing Charts: https://www.marketingcharts.com/
• Pew Research Center — Internet and Technology: http://www.pewinternet.org/2015/01/09/demographics-of-key-social-networking-platforms-2/

 

 

Overview of the class:

• Syllabus and schedule: https://docs.google.com/document/d/1×1-bQz4MipDFIJLHeyG0I8pii3e4aQ-mLTdlHai5TPk/edit?usp=sharing
• Client briefs: https://docs.google.com/document/d/1-5A1LfQXpsJjj-9XYJ2LLqCDN4QlJ34hvhc6skg__wI/edit?usp=sharing
• Team Rules: https://docs.google.com/document/d/1a0J1eejeyTIYjX2e4C28Lb1YT-uaWKSdp-uV3-sVXRU/edit?usp=sharing
• Final Campaign Presentation: Oral presentation
  • A group will present to the client
• Final Campaign Proposal: 1-3-25 model
  • Stephanie Evergreen: create a “…1 page handout, a 3 page executive summary, and a 25 page report. In each of these layers, readers gain more and more detail. They can stop anytime, having already gotten the high points from us. But it provides a scaffolding toward learning, in which each step helps the reader learn a bit more without being completely overwhelming.”

RPIE Model

• What is the RPIE Model? https://prezi.com/ilzialigiuoi/rpie-model/
• Pre-Game
  • Organizational Mission and Vision Statement
  • Basic Understanding of the Problem or Opportunity
  • Stop! Let’s review the clients.
    • Do they have mission statements? Vision statements?
    • What are the problem or opportunity?
• Research
  • Foundational Theories of Public Relations that Will Guide Your Campaigns:
  • Refinement of the Problem or Opportunity
  • SWOT Analysis
  • Surveys and Focus Groups
    • Situational Theory of Publics
      • What is it?
        • publics can be identified and classified in the context to which they are aware of the problem and the extent to which they do something about the problem. This theory explains when people communicate and when communications aimed at people are most likely to be effective. The concepts in the theory parallel those with the Dewey and Blumer’s definition of publics.
      • Variables: Constraint Recognition, Problem Recognition, Level of Involvement, Information Seeking, Information Processing
      • Types of Publics: Active, Aware, Latent
    • Self-Efficacy (Bandura): https://www.uky.edu/~eushe2/Bandura/BanEncy.html
      • What is it?
        • people’s beliefs about their capabilities to produce designated levels of performance that exercise influence over events that affect their lives. Self-efficacy beliefs determine how people feel, think, motivate themselves and behave. Such beliefs produce these diverse effects through four major processes. They include cognitive, motivational, affective and selection processes.

     

• Planning (p. 43)
  • Goal
  • Public
  • Objectives
  • Strategies
  • Tactics
• Implementation
  • Budget
  • Calendar/Timeline
• Evaluation
  • Surveys and Focus Groups to Determine Success

 

RPIE Exercise

• Review two Silver Anvil Award Campaigns
  • Campaign 1: Remember this campaign by H&R Block? Let’s examine the campaign attached to it: https://www.dropbox.com/s/vmey7kon9zrev0q/6BW-1503B1313%2C%20HR%20Block.pdf?dl=0

• Campaign 2: But you probably know less about this campaign:

Let’s look at the 2017 Silver Anvil entry: https://www.dropbox.com/s/fz5v5dwfyruj8am/6BW-1706A17337%2C%20Cystic%20Fibrosis%20Foundation%20Compass.pdf?dl=0

When reviewing the campaign documents, look for:

1. What did they use for research?
2. Who were their publics?
3. What were the objectives?
4. What were the strategies?
5. What were the tactics?
6. How did they evaluate?
7. What theories from your text do you think that they used?

Additional Videos to Watch in Class During Example Exercise and Later Reference:

Understanding R in RPIE (Dr. Kaye Sweetser)

Creating objectives for your campaign:

T