Sexual Assault Media Measurement Plan

November 17, 2014

Nick Ramsey
Jack Dario
Ryan Hurley

Background
In an effort to thwart sexually violent attacks the Obama administration will be
launching a new campaign titled Its On Us, with the attention of bringing attention to,
and ultimately helping to solve, the number of sexual assaults that take place. Its On
Us will have a particular focus on college campuses, and its main objective is raise
awareness, promote prevention, inspire positive action. The Center for American
Progress, as well as over 200 colleges across the country, will help in the launch and the
implementation of the campaign, which will focus on promoting students themselves to
be leaders in causing positive change in concerns to sexually violent situations that take
place at college parties, in dormitories, at bars, and anywhere on college campuses. One
main focus of Its On Us will be spreading knowledge about sexual assaults to young
men. According to a recent CDC report bystander intervention is one of the most
effective ways to help decrease the number of sexual assaults on college campuses, and
Its On Us will have a focus in promoting bystander intervention, especially among
young men.
Goals
The first goal of the campaign is to increase awareness of sexual assaults on
college campuses. In increasing awareness, students will be far more likely to be attentive
to their surroundings and the behavior of their peers, as they will know the potential
dangers many social situations in college can cause in concern to sexual assaults. Many
students are unaware of the number of sexual assaults on their campuses, causing a dont
ask, dont tell complex in which people are afraid to speak out, and speak up against
sexual violence. In promoting awareness of the issue, the Its On Us campaign hopes to

educate college students to the point where they feel comfortable enough to not only
report sexual assaults, but also be able to step in and stop them when they are going on.
We believe awareness is the first step to solving these issues.
Our second goal is to increase the reporting of sexual assaults across college
campuses. Our second goal ties in directly with our first, as awareness is the first step in
increasing reporting. By raising awareness of sexual assaults on college campuses, it is
our hope that students and college employees will feel more comfortable and less afraid
to report any malicious sexual behavior they witness to the authorities. In increasing
reporting it will be easier for authorities to zone in on particularly dangerous individuals
and situations, and take measures to prevent future attacks from taking place.
The third goal of the campaign is to promote bystander intervention. This goal
directly ties in to our focus on engaging men. Many men feel uncomfortable concerning
the issue of sexual assault. In providing young men with information and statistics, as
well as facilitating and promoting discussion, it is our hope that men will feel
comfortable enough to speak out when they see a sexual assault taking place. Though
mainly focused on men, this goal involves young women as well, and we hope to
promote young women intervening as well, by providing them with the same information
and promoting discussion.
Audience
While sexual assault is a large issue in the United States in general, one of the
primary places where sexual assaults take place is on college campuses. As a result, the
Its On Us campaign is specifically targeted at reducing sexual assault on college
campuses around the country. According to whitehouse.gov, the main sponsor of the

campaign, one in five women suffer from sexual assault while they are in college. For the
most part, these assaults happen while college women are in their first or second year on
campus, and only 13% of victims report their case.
With this in mind, the target audience for the campaign is sexually active college
students ages 18 to 25. Because this is such a large market, the campaign is targeted
specifically to several smaller target audiences. First, the campaign is directed at college
men to reduce the number of overall assault cases. Second, the campaign is targeted at
college women who are potential victims of sexual assault, specifically freshmen and
sophomore women. Third, because this is an online campaign, Its On Us is directed at
students who have an active online and social media presence. Fourth, the campaign is
targeted at male and female students who are uninformed or under informed on the
definition of sexual assault. Finally, the campaign is targeted at members of Greek Life.
The campaign is targeted specifically at college men because according to the
Rape, Abuse & Incest National Network, nine out of ten victims of sexual assault are
women. This shows that men are almost always the accused rather than the victim. By
demonstrating the severity of this issue, the campaign can reach out to college men and
discourage them from sexually assaulting women,
The campaign is targeted at college women, especially freshmen and sophomores,
in order to encourage them to be aware of the issue, and avoid situations that could lead
to a sexual assault. Because women are usually the victims of assault, it is important that
the increase their awareness of the issue.
As an online campaign, Its On Us is targeted at male and female college students
who are active online and on social media platforms like Facebook, Twitter and YouTube.

If the campaign can reach out to these students, they can spread the message to their
peers who are not as active online.
The campaign is also specifically targeted at students who are uninformed or
under informed on the issue and definition of sexual assault. Many students think of
sexual assault only as rape, when in reality there is much more to the issue. One of the
main goals of the campaign is to increase awareness of the issue on college campuses,
and the campaign can accomplish this by targeting students who are uninformed.
The final target audience of the campaign is students involved in Greek Life.
According to zencollegelife.com, Research has shown that fraternity men are at greater
risk for committing sexual assault due to their alcohol consumption, sexual outlook and
group attitudes toward women. In addition, a study done by the National Institute of
Justice showed that almost one in four sexual assaults victims in college are members of
a sorority. Another large factor relating sexual assault to Greek Life is alcohol
consumption. Harvards School of Public Health did a study on college alcohol, finding
that 75% of students in fraternities and sororities are heavy drinkers, compared to only
45% of students living in non-Greek housing. Sexual assault and alcohol consumption are
often highly correlated. As a result, the Its On us campaign is targeting members of
Greek Life as a major audience in preventing sexual assault.
Timeframe for Measurement
The White House will launch the Its On Us campaign on September 19th, 2014 as
a nine month campaign ending in May 2015. The campaign will last this long to cover the
basic academic calendar year for most colleges around the country and accomplish its

goals of increasing awareness of sexual assault cases, increasing reports of sexual assault
cases, and promoting bystander intervention.
We plan to measure social media and online activity on a bi-weekly basis for five
months from January 2015 to the end of the campaign in May. We plan to measure the
campaigns social media activity every other Sunday in that five-month period. We will
measure activity every other Sunday because it will allow us to monitor our data for
every two-week period.
We chose to measure online activity every two weeks instead of every week
because the campaign might not have as many participants as other large campaigns, and
there will be more activity to measure on a bi-weekly basis.
Key Performance Indicators (KPIs)
Goal: Increase awareness of sexual assault cases.
KPIs:

Increase in page views to Its on us website (itsonus.org)

o

The number of page views going directly to itsonus.org will directly

influence the number of people learning about the campaign. As a result,
audience members will become more informed about the issue of sexual
assault, and awareness of sexual assault cases will increase.

Increase in video views on the Its On Us YouTube page

o

The campaign will have a large YouTube presence with several

informational public service announcements and other videos to inspire
action. With a large celebrity presence, these videos will directly help

increase awareness for sexual assault. With more views on YouTube,

obviously more people will have access to the information provided.

Increase in followers, fans, and subscribers on Its On Us Twitter, Facebook, and

YouTube pages.
o

By increasing the number of people following and subscribing to the

campaigns various social media sites, the campaign can greatly improve
its reach. By increasing our social media presence, we can directly reach
more people, encourage them to visit the campaign website, and further
increase awareness of sexual assault.

Its On Us campaign mentions online

o

With more mentions and shares online, the campaign can be spread to
more people in more places. By increasing the number of mentions we
have, we can direct more traffic to our website and social media pages.
With more traffic, we can increase our SEO, engage more users online,
and increase awareness of sexual assault cases.

Number of people who take the pledge on Facebook and Twitter

o

One of the main purposes of the Its On Us campaign is to encourage

people to take the pledge to help end sexual assault on college
campuses. According to Its On Us campaign, those who take the pledge
are pledging to recognize that non-consensual sex is sexual assault, to
identify situations in which sexual assault may occur, to intervene in
situations where consent has not or cannot be given, and to create an
environment in which sexual assault is unacceptable and survivors are

supported. The number of people who take this pledge is highly

correlated to increased awareness of sexual assault.
Goal: Increase reporting of sexual assault cases.
KPIs:

Number of cases on college campuses

o

By collecting data on the number of cases reported on college campuses,

we can compare the numbers to data from before the campaign, and
periodically track its progress and success. If we accomplish our goal of
increasing awareness of sexual assault cases, we can hopefully encourage
our audience to report cases when they do happen, but ideally help to
avoid them all together.

Increase in comments and user-generated content by target market on social

media
o

With increased amounts of comments and user-generated content on our

social media sites, we can promote engagement and conversation among
our audience. Promoting conversation is extremely important to our
campaign because college students are more likely to respond to a
message from their peers than from a government PSA. If we can provide
the messages and get members of our audience to engage in conversation,
the campaign is much more likely to be successful. As a result, students
will be more knowledgeable about the issue, and more likely to report
cases of sexual assault.

Percentage of sexual assaults that are reported on college campuses

Currently, only 13% of sexual assault cases are actually reported to police
or school officials. We can collect data from campuses around the country
to measure how many incidents occur, and how many are being reported,
and compare that data to the current statistics. If the campaign is
successful, victims will feel more comfortable reporting their assault, and
there will be an increase in the number of cases reported.

Goal: Promote bystander intervention.

KPIs:

Number of Retweets and shares on posts about bystander intervention

o

The Its On Us campaign will be very active on social media by posting

information about sexual assault, specifically by posting about how a
bystander can help prevent sexual assault cases. By measuring the amount
of Retweets on Twitter and shares on Facebook of information that the
campaign has posted, we can determine how far the information will
reach. With more Retweets and shares, more people will have access to the
information, and will be more likely to take action when they witness an
attempted sexual assault.

Number of views on YouTube videos promoting bystander intervention

o

In addition to using Facebook and Twitter to promote bystander

intervention, the campaign will be very active on YouTube by posting
videos and PSAs about how a bystander can intervene. By measuring the
amount of views each video has, we can determine how many people our
message has reached. Again, if more people see a video, more people will

be informed on how to take action, and they will be more likely to

intervene.

Number of inbound links to all Its On Us pages about bystander intervention

o

Again, a large objective for this campaign is to increase the reach for our
content, especially for promoting bystander intervention. If external
sources and individual users are posting links to any of the campaigns
social media sites or website, more people are going to see our content and
receive our message. By measuring how many inbound links are posted
online, we can determine how many people are viewing our content. In
addition, we can increase our SEO by having more inbound links.
Bystanders will be more likely to intervene in a sexual assault if they are
informed.

Number of return visits to Its On Us bystander intervention pages

o

By tracking the number of return visits we have to the campaigns website,

we can measure and track engagement and interaction with the campaign.
If people are returning to our content multiple times, it shows that they are
interested in the cause. Specifically, if people are returning to posts about
bystander intervention, it shows that they are interested in taking action
when they have the chance. By increasing return visits to posts about
bystander intervention, we can directly promote bystander intervention.

Metrics

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Website Page Views: Increase the number of people coming to itsonus.org by

25% from the beginning of our media measurement plan in January to the end of
the campaign. Ideally, we would like to see a steady increase in page views in
each bi-weekly measurement.

YouTube Video Views: Increase the number of average views for individual
celebrity videos to 50,000 by the end of the campaign, and increase the number of
average views for general PSA videos to 3 million by the end of the campaign.
Ideally, the general PSAs promoting the campaign and bystander intervention will
have many more views than the videos of individual celebrities promoting the
cause. We would like for our audience to see the longer, more informational PSAs

than the shorter, personality-based celebrity PSAs.

Followers, Fans, and Subscribers:
o Twitter: Increase by 10 followers per week
o Facebook: Increase by 40 likes per week
o YouTube: Increase by 50 subscribers per week
Because Twitter tends to be less popular amongst college students
than Facebook, it will be more realistic and more beneficial to
draw more attention to our Facebook page. In addition the
campaign is very visual, so it is better tailored to using pictures on
Facebook and video on YouTube.

Campaign Mentions:
o Facebook: 90% of mentions should be positive by the end of the campaign
o Twitter: 75% of mentions should be positive by the end of the campaign
o YouTube: 80% of comments should be positive by the end of the
campaign

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Website: 75% of mentions and comment should be positive by the end of

the campaign
Because this campaign supports such a good cause, it is hard to
imagine many people saying negative things about preventing
sexual assault. As a result, total mentions of our campaign should

be about 80% positive.

Take the Pledge Numbers: Ideally, we would like to have 35 people take the
pledge on itsonus.org per week. While this number may seem low, we realize that
there will be members of our audience who will take in our content, become more
aware about sexual assault and how to prevent it, but will not take the time to

actually take the pledge on our website.

Cases on College Campuses: Decrease the number of cases of sexual assault on
college campuses by 25% by the end of the campaign. If we reach the goals and
objectives of our campaign, we should realistically be able to achieve this number.
Everyone in our target market will not realistically see our campaign, but if we
can reach enough of our audience, we will be able to lower the number of sexual

assault cases on college campuses.

Amount of Comments and User-generated Content on Social Media:
o Facebook: 450 likes per post, 150 shares per post, 300 comments per post
o Twitter: 20 Retweets per tweet, 25 favorites per tweet
Again, we realize that Facebook is more popular than Twitter and
will be more beneficial to our campaign. For this reason, we hope
to have more engagement on Facebook to encourage conversation

and sharing.
Percentage of Sexual Assaults Reported: Increase number of sexual assaults
reported by 17% by the end of the campaign. As mentioned earlier, only 13% of
sexual assault cases are reported on college campuses. If our campaign is

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successful in increasing awareness and promoting bystander intervention, it is

plausible to think that we can raise the current number of reports from 13% to

30%.
Retweets and Shares About Bystander Intervention:
o Twitter: 15 Retweets per tweet, 25 favorites per tweet
o Facebook: 300 likes per post, 100 shares per post, 175 comments per post
Not every post on the campaigns social media sites will be about
bystander intervention, which is we are predicting that there will
be less engagement on these specific posts than the total number of
posts. Again, we hope to receive more engagement on Facebook

than Twitter.
YouTube Views on Bystander Intervention Videos: Increase the number of
views by 75% by the end of the campaign. With YouTube and video content being
one of the largest components of our campaign, we hope to dramatically increase
the number of video views on all of our videos, but especially PSAs about how to
intervene in sexual assault as a bystander. Promoting these videos will be

instrumental in increasing the number of views they receive.

Number of Inbound Links: Increase the number of inbound links to the
campaigns website and social media pages by 30% by the end of the campaign.
With more people sharing our content, more people will see our content. As a
result, we can expect an increase in people posting links to our web pages. We
would especially like to see an increase in links to our content from college and

university websites.
Number of Return Visits: Increase the number of people revisiting the
campaigns webpages by 10% by the end of the campaign. Not everyone who
sees our content will return to our webpages for a second time. However, with

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increased reach and engagement of our content, we can increase the number of
people who are returning to find out more.
Measurement Tools
It is very important for the campaign that we are able to analyze our success as we
implement our campaign across the country. The amount of people we are able to reach
directly correlates to the success of our campaign, therefor figuring out the most efficient
and effective ways to reach the masses is imperative. In order to do so we will utilize
multiple sources that will enable us to keep track of how we are doing in engaging the
public, and keeping them engaged.
In order to measure our success as a campaign, one of the most important tools
will be Google Analytics which will help us assess the performance of our website,
itsonus.org. Google Analytics will help us in a variety of ways, all of which will be
imperative to measure the success of our campaign. Through using Google Analytics
we will be able to count our page views, our unique visitors (people who visit the sight
only one time), the bounce rate (people who leave the site quickly), and traffic sources,
which will help us discover which keywords people are searching to find our website. We
will also use Google Alerts to measure all mentions of the Its On Us campaign online.
In order to assess inbound links or how people are reaching our website, we
will utilize opensiteexplorer.org. It is very important for us to understand how people are
getting to our website so we can understand how to further our reach and impact more
people through the Internet.
In order to find out valuable information concerning statistics about sexual
assaults on college campuses we will utilize our partner, The Center for American

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Progress, as well as the Rape, Abuse, & Incest National Network for Campus Safety. We
will use these resources to retrieve data on what is going on concerning sexual assaults on
college campuses, as well as information for specific schools.
We will utilize Facebook Insights to help us gage our presence on the ultrapopular super network. In measuring our presence on Facebook (likes, shares,
comments), we will be able to decide what we can do to engage a larger number of
people through the site.
In order to gage our presence on YouTube we will be able to directly use the sight
to access views and likes. YouTube Insights will enable us to discover whether or not
people are speaking of our campaign in a positive light through YouTube comments.
Twitter will also play an important role in our campaign, as we hope to receive a
substantial amount of attention, as well as activity, on twitter. In order to analyze our
performance on twitter we will use twitteranalyzer.com, which will help to enable us to
know the number of people who are being reached by our tweets, and whether or not our
twitter is having a positive effect on our overall campaign.
In concern to our pledge on itsonus.org we will be able to analyze the amount
of people who have taken the pledge directly from our website, with the goal being at
least 35 per week.
Conclusion
The Its On Us campaign has three goals, and it is imperative that we reach each
one in an effort to decrease the number of sexual assaults on college campuses. If we are
able to succeed in reaching these goals than college campuses will be safer environments
with less instances of sexual assault and higher positive response rates by bystanders. We

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will be able to tell the success of our campaign after 5 months by looking at the impact
we have had on social media, specifically by the number of people we are able to reach
with our campaign.
Our key performance indicators will enable us to find out which aspects of our
campaign are the most successful, as well as which are struggling to make a strong
impact. For example, if we notice in our findings after 5 months that their has been a
large increase in the number of people watching our YouTube videos we will know that
YouTube is an important method of reaching the public, and to increase our presence on
the site.
Likewise, if we are receiving a number of negative comments on a Facebook post
we will know that we either need to change our Facebook presence, or figure out a new
route to reach the public. By assessing how our campaign is doing in reaching and
impacting people we will be able to properly assess what is working and what is not
working and be able to tailor future campaigns around this information so that they may
be more successful than the last. The success of our internet campaign depends directly
on the amount of people it is able to reach and impact in a positive way, and by using
tools such as Google Analytics and twitteranalyzer.com we will be able to distinguish
between what is successful and what is not, and tailor our campaign accordingly in order
to make it as successful and impactful as possible.

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Campaign Goal

Key
Performance
Indicator (KPI)

Measurement
Tool

Increase Awareness
for Sexual Assault
Cases

Increase in page
views to Its On Us
website

Google Analytics

Increase in video
views on the Its On
Us YouTube page

YouTube Insights

Increase followers,
fans, and subscribers
on Its On Us Twitter,
Facebook, and
YouTube pages

Metric

Increase by 25%

Twitter Analyzer
Facebook Insights
YouTube Insights
Google Alerts

Its On Us campaign
mentions online

Celebrity Videos:
50,000
PSAs: 3 Million
Twitter: 10 per week
Facebook: 40 per
week
YouTube: 50 per
week

Itsonus.org
Number of people
who take the
pledge on Facebook
and Twitter

Facebook 90%,
Twitter 75%,
YouTube 80%,
Website 75%
35 per week

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Increase Reporting of
Sexual Assault Cases

Number of cases on
college campuses

Rape Abuse & Incest

National Network

Decrease by 25%

Increase in
comments and user
generated content by
target market on
social media

Twitter Analyzer
Facebook Insights
YouTube Insights

Facebook: 450 like,

150 shares, 300
comments
Twitter: 20 Retweets,
30 favorites

Percentage of sexual
assaults that are
reported on college
campuses
Promote Bystander
Intervention

Rape Abuse & Incest

National Network

Number of Retweets
and shares on posts
about bystander
intervention

Twitter Analyzer
Facebook Insights

Number of views on
YouTube videos
promoting bystander
intervention

YouTube Insights

Increase reported
assaults by 17%

Twitter: 15 Retweets,
25 favorites
Facebook: 300 likes,
100 shares, 175
comments
Increase 75%

Opensiteexplorer.org
Number of inbound
links to all Its On Us
pages about
bystander
intervention

Increase by 30%

Google Analytics
Increase by 10%

Number of return
visits to Its On Us
bystander
intervention pages
Plan Matrix

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