Final SBAM Report-Compressed

REPORT OF THE SMALL
BUSINESS ASSOCIATION OF
MICHIGAN
NOVEMBER 2021
TABLE OF CONTENTS
Foreword ...................................................................................................... 3
Core Messaging ........................................................................................... 4
Creative ........................................................................................................ 5
Components/Tactics .................................................................................... 6
Closing Survey Research ............................................................................ 8
Timeline ..................................................................................................... 10
Appendix .................................................................................................... 11
SBAM COVID-19 REPORT – November 2021 2

FOREWORD
The Small Business Association of Michigan (SBAM) is the only statewide and state-based
association that focuses solely on serving the needs of Michigan’s small business community.
With nearly 29,000 members, the reach and influence of SBAM is substantial in all areas of the
state.
Since the beginning of the pandemic, SBAM has joined forces with small businesses, state
government, and community leaders to ensure that small business owners, employees, and the
communities they serve have the resources and know-how they need to help mitigate the
spread of COVID-19. The vaccine outreach campaign targeting communities at risk for a
resurgence of COVID-19 due to low vaccination rates was an extension of that collaborative
effort.
Michigan’s rural and politically conservative residents have among the lowest COVID-19
vaccination rates in the state. Because SBAM has a substantial statewide reach and a strong
reputation in rural areas where the economic landscape is dominated by small businesses, the
Michigan Department of Health and Human Services tasked SBAM with a campaign that would
reach as many people as possible within this target population between July 17 and September
30 and encourage them to get vaccinated. To execute the campaign, SBAM contracted with two
public relations firms - Truscott Rossman and Resch Strategies - and three creative and media
agencies - Render Studios, Arena Digital and Keller Media.
Our goals in this work:

• Educate politically conservative, vaccine hesitant and resistant Michigan residents about
the safety and benefits of vaccination.
• Leverage SBAM's name, organizational integrity and goodwill to ensure maximum
effectiveness of the campaign.
To do this, SBAM used every tool available - from cutting edge to traditional. The campaign
included digital, outdoor advertising, radio, TV and print advertising as well as B2B
communications and direct mail to reach Michiganders in specific counties with specific traits.
The various elements of the campaign were fully integrated and, together, formed a strong and
cohesive message.

Highlights
Reaching Michigan residents who are located in rural counties, are politically conservative and
who have not yet been vaccinated was the goal of this campaign. Over the course of nine
weeks, SBAM’s campaign achieved the following:
● 25,000+ TV and radio ads

● 83 billboards across Michigan
● Total of 1,286,540 direct mailers sent to 204,200 rural, politically conservative
households
● 29,609,378 highly targeted impressions on Facebook, Instagram, TikTok, Google Ads
and YouTube
● Print advertising in 28 local newspapers
CORE MESSAGING
We conducted a quantitative survey1 among 307 vaccinated Michigan residents and 428
unvaccinated Michigan residents2. Through this research, we identified behavioral drivers and
developed four distinct personas that fit the audiences we were targeting. They included:
● Hesitant But Ready: 20% of unvaccinated adults

● Cautious Doubters: 22% of unvaccinated adults
● Not Quite Never Resisters: 29% of unvaccinated adults
● True Never Vaxxers: 29% of unvaccinated adults
While each group was slightly different in their responses, we learned the decision to not
vaccinate stemmed from several common drivers: personal freedom ideologies, distrust of
government, quick development of vaccines, and fear of side effects. They were generally not
driven by economic factors, lack of incentives, or lack of access.
The survey also tested which groups are the most trusted among respondents, with the top
results being family doctors, local pharmacists, physicians affiliated with large Michigan
hospitals, and, among a subset of respondents, former President Trump.
1
Full initial survey research available in Appendix A
2
The counties surveyed excluded Wayne, Oakland, Macomb, Washtenaw, Kalamazoo, Midland,
Leelanau, Grand Traverse and Benzie Counties. These counties did not meet SBAM’s goals of targeting
either low vaccination rates or rural residents.

These results led SBAM to plan the following strategies:
• Umbrella efforts to influence all four groups, but especially focused on the Hesitant But
Ready and Cautious Doubters;
• Very targeted social media and direct mail efforts aimed at Not Quite Resisters;
• Localized digital efforts aimed at Hesitant But Ready to lock in their intentions and
maximize local vaccination efforts;
• Supplemental messages focused on overcoming remaining fears for the Cautious
Doubters; and
• Rather blunt messaging campaign aimed at prying more of the True Never Vaxxers into
the pool of available targets.
In addition to the personas identified through research, SBAM also developed plans around
informing its members and allied organizations. Prior to launching the campaign, SBAM
members were included in brainstorming sessions and review of the creative concepts, both to
guide development and to create buy-in on the campaign.
CREATIVE
Based on the survey research, SBAM developed two creative concepts for the conservative,
rural audience:
• Targeted messaging to the subset of the audience for whom former President Trump is
a trusted source of information, informing or reminding them of his statements in favor of
vaccination and his part in the creation of those vaccinations.
• Real people + “It’s Safe and It's Time” messaging
Research showed that while there were several non-political reasons for vaccine hesitancy, it
also showed that former President Trump was a trusted source of information for a subset of our
target audience. The lead-off creative was the Trump/conservative messaging launched on
social media ahead of the development of more custom content with local voices. This
messaging was pushed out on social media to highly targeted audiences and was the theme of
the initial direct mail.
Next, SBAM developed custom creative that featured real people who actually live and work
(and therefore sound like the people) in the areas of focus. The primary message from this
group was “It’s Safe. It’s Your Decision. It’s Time.” to be vaccinated.
While subtle, with this audience, research showed that this population valued autonomy and
didn’t want to be coerced or guilted into a decision to receive the vaccination. Therefore, “it’s
your decision” was embedded as a core theme to break down some of the hesitancy related to
simply not wanting to be told what to do. Instead, the approach was to respect that choice, while
providing facts that address the reasons for hesitance in the research.

Three Michigan residents, each of whom had been significantly impacted by COVID, were
recruited to participate:
• Karyn: A paramedic from Port Huron

• Jennifer: An emergency room doctor from Lansing
• Austin: A pharmacist from Jackson
Karyn
A no-nonsense paramedic in Port Huron, Karyn was featured in the back of her ambulance rig
saying, “It's safe. It's your decision. It's time.” She lives in a community that experienced high
community spread and she transported people to the hospital who were COVID positive.
Jennifer
Jennifer is a pro-Trump physician who worked through the entire pandemic in an emergency
department in a Lansing hospital. She is vaccinated and stated that she also made sure her
children were vaccinated. In her ad, SBAM was able to subtly connect the Trump theme paired
with the medical professional theme.
Austin
A pharmacist in a red, rural county, Austin did a short straight-to-camera interview as well as a
Q&A addressing common questions about the vaccine. The Q&A was based on his real
experiences and was useful across platforms.
COMPONENTS/TACTICS
Being visible to an audience that doesn’t want to hear your message is a challenge that SBAM
was ready to address when it took on the project. The key was going where people already
were, and showing them messages that they would be more receptive to, from voices they were
more likely to trust. Survey research showed that the audience SBAM needed to reach tends to
watch local TV news, spends time reading their local newspaper, and uses Facebook heavily as
a source for news and information.
To reach the target audience, outreach/advertising was developed for:

• Television
• Radio
• Local media websites/print editions
• Social media
• Billboards
• Direct mail

TV and Radio Ads:
Focused on northern and outstate stations, SBAM blanketed rural Michigan with TV and radio
ads. The phrase “It’s Safe. It’s Your Decision. It’s Time.” was the center of the campaign and
featured in all advertising.
Newspaper Advertising:
Targeting rural and northern Michigan newspapers, SBAM ran print ads in 28 newspapers
targeting rural and conservative Michigan residents.
Digital Ads (general target):

SBAM’s strategy was to reach people where they already are, and social media is a prime
location to talk to the audiences we wanted to reach. SBAM used precise geographic, political
and related category targeting to reach the Hesitant But Ready and Cautious Doubters, as well
as the Not Quite Never Resisters.
Advertisements were run on: Facebook, Instagram, YouTube, and TikTok. However, this portion
of the campaign was challenged with flagging on some platforms for content that was related to
“misinformation” or “medical advertising” by anti-vaccine users of those platforms. Those
challenges were overcome, but it was a constant battle.
Direct Mail & Social Media (GOP primary voters):

The direct mail sent to a vetted list of conservative rural voters (among the most vaccine
hesitant populations) was designed to look like a mailing that a GOP primary voter would
receive, lending legitimacy to the piece. The direct mail and related social media advertising to
this cohort included images and pro-vaccine public statements from Trump as well as leading
conservative voices advocating for vaccination, including Sarah Huckabee Sanders, Tom
Cotton, and the anchors of Fox & Friends.
SBAM Member Communications:

SBAM’s members are located across the state, including many in rural Michigan. As part of this
campaign, SBAM created a guide for small businesses on how to communicate with employees
about getting vaccinated. This included a question and answer guide and talking points for
business owners. The guide was emailed to SBAM members and posted on SBAM’s COVID-19
web page and covered in live member briefings.
Partner Briefing:
SBAM invited the leaders of Michigan’s leading business associations and strategic partner
organizations to participate in a survey research briefing. The briefing included a review of the
creative material and the initial survey research.

CLOSING SURVEY RESEARCH
To determine the efficacy of the work done on this campaign, SBAM re-surveyed the sample of
Michigan residents3.
Positive
Key vaccine takeaways:
● 16% of the vaccinated sample report getting the vaccine in July, August or September.
In the previous survey, 17% had said they had been vaccinated in May, June or July.
● Not Quite Never Resisters shrunk by 3 points
● Cautious Doubters increased by 3 points
● 19% of people continue to report they will get a vaccine in the next couple of months
● Boosters do not appear to be a major problem for those already vaccinated. More than
80% of vaccinated respondents said they were very or somewhat likely to get a booster
shot.
● We saw a significant decline in the number of respondents saying the vaccine was
developed too quickly, citing a flat lack of faith in government, and expressing concerns
about short term side effects.
Campaign results in the survey:

● Ads scored very well with those recently vaccinated and well with the Hesitant But
Ready and Cautious Doubters. This was especially true of the pharmacist ad.
● Among the recently vaccinated, 1/3 cited having “seen and heard enough information
and I believed it was safe and it was time to get the vaccine.” This was the number 2
reason cited by those who recently got the vaccine.
● 32% of unvaccinated respondents found our broad message appealing to them.
● Full FDA authorization was an important factor for 17% of recently vaccinated as was
employer mandates (13%) and school mandates (11%)
● Among unvaccinated, only ¼ would advocate against vaccination.
Negative
Key vaccine takeaways:
● True Never Vaxxers grew slightly (+1%) during this time and are becoming more
entrenched.
● Long-term health effects remain the leading cause among all unvaccinated respondents,
and we saw an uptick in the pessimistic rationale: “why get it when vaccinated people
are still getting sick?”
3
Final survey research full results are available in Appendix B.

● We saw the emergence of a new excuse, with 1/3 saying natural immunity is better and
that is why they don’t want a shot - 53% of Never Vaxxers cite this as a reason not to
vaccinate, second only to lack of trust in government at 55%.
SBAM + other campaign results in the survey:

● Conservative political messaging appears to have lost ground as some politicians have
backtracked and others have gone quiet, contrasting with an earlier push among
conservative voices for vaccinations in the summer. Therefore, the mail proved less
motivating than anticipated, with only 2% of recent vaccinators citing that as a reason,
down from 11% in July.
● The federal government did us no favors. Among unvaccinated respondents, 5% say
they are more likely to get the vaccine based on vaccine mandates, and 50% are less
likely.
● The vaccine incentives motivated 0% of recently vaccinated rural citizens and lack of
available appointments played a role for only 1%, down from 18%.
● The closing survey confirmed that anti-vax advocacy is at least as much about politics as
it is medical beliefs. Among anti-vax advocates, 54% said they would advocate against
the vaccine based on government overreach.
Learnings from closing survey:

As part of the closing survey, SBAM prioritized what would continue to impact vaccination rates.
The following will assist in ongoing campaigns to continue vaccination efforts.
● Moving Forward Top Messaging Points / Actions for Hesitant But Ready would include:
○ Messages from their Doctor (77% more likely)
○ Continued Refrain on It’s Safe and It's Time (67%)
○ Job Mandates (66%)
○ Surge in Cases (66%)
● Moving Forward Top Messaging Points / Actions for Cautious Doubter would include:
○ Continued Refrain on Safe and It's Time (38%)
○ Messages from Doctors (37% more likely)
○ Small Incentives (34%)
● Moving Forward Top Messaging Points / Actions for Not Quite Never would include:
○ Messages from their Doctor (49% more likely)
○ Continued Refrain on “It’s Safe and It’s Time” (35%)

TIMELINE
JULY 8: First survey in field
JULY 13: Survey research completed
JULY 15: Campaign is formally authorized
JULY 21: Radio, TV, billboard and social media initial advertising campaign launches
JULY 22: Social media “Trump” campaign begins
AUGUST 1-5: SBAM member briefings
AUGUST 6: “Karyn” ad hits radio, TV, digital media
AUGUST 10: First direct mail piece hits mailboxes
AUGUST 13: “Jennifer” ad hits radio, TV, digital media
AUGUST 18: Second direct mail piece hits mailboxes
AUGUST 23: Third direct mail piece hits mailboxes
AUGUST 25: Business association partner briefing
AUGUST 25: SBAM member toolkit distributed
AUGUST 13: “Austin” ad hits radio, TV, digital media
AUGUST 31: Fourth direct mail piece hits mailboxes
SEPTEMBER 7: Fifth direct mail piece hits mailboxes
SEPTEMBER 9 - 30: Local newspaper ads run
SEPTEMBER 14: Sixth direct mail piece hits mailboxes
SEPTEMBER 20: Survey research in the field
SEPTEMBER 31: END OF CAMPAIGN
OCTOBER 14: Survey research results
NOVEMBER 5: Report submitted to MDHHS

APPENDIX
Appendix A: Initial Survey Research

Appendix B: Creative Package
Appendix C: SBAM Member COVID Toolkit
Appendix D: Closing Survey Research

Appendix A: Initial Survey Research
MI STATEWIDE Survey
Adults in target counties / municipalities – n=307 vaccinated / n=428 unvaccinated
Topline Results
July 9-14, 2021
QNEWS. And how closely are you following current events, politics, and local news?
Vaccinated Unvaccinated
Very closely 24% 9%
Somewhat closely 52 43
Not very closely 19 30
Not at all 6 17
COLLAPSED CODES:
Very/Somewhat 75% 53%
Not very/Not at all 25 47
QNEWS2. Which of the following would you say you use on a regular basis to get news and information about what is
going on in your state and in your community?
Local television news 72% 45%
Local newspapers either online or print editions 43 32
Friends, family and neighbors 38 50
Talk radio and news programs 30 28
None of these 8 16
QVAX. And have you received a Covid-19 vaccine shot or, like many people, have you not received a shot yet?
Yes, I have received a shot 19% 0%
Yes, I am fully vaccinated 81 0
No, I have not received a shot, but plan to soon 0 17
No, I do not plan to get a shot anytime soon 0 70
Prefer not to answer 0 13
COLLAPSED CODES:
Total vaccinated 100% 0%
Total unvaccinated/Refused 0 100
QDIGITAL. And which of the following would you say you use on a regular basis to get news and information about what
is going on in your state and community?
Facebook 43% 56%
Yahoo News 18 11
Instagram 13 21
Twitter 8 12
Snapchat 7 19
NextDoor 4 5
Parler 1 2
Other Websites 28 21
None of these 27 20
QGROUP1. From the following, which would you say that you personally value more? Choose a point on the scale based
on how strongly you value one over the other.
1 - Personal economic well-being and financial
27% 26%
security for my family
2 30 29
3 16 19
4 15 12
5 - The overall health of the economy across
12 14
Michigan
COLLAPSED CODES:
Personal finances (1,2) 57% 55%
Health of MI economy (4,5) 27 26
1 - Personal freedoms and individual liberties 18% 34%
2 21 21
3 17 21
4 24 12
5 - The security and well-being of my community 20 12
COLLAPSED CODES:
Personal freedoms & liberties (1,2) 39% 55%
Security & well-being of my community (4,5) 44 24
2
There are many groups, businesses, and individuals whom we trust to provide us with good information and to look out
for the best interests of our communities - for each of the following please indicate the level of trust you have in them to
look out for the best interests of you, your family, and your local community. Choose a point on the scale based on how
much trust you have in them.
COLLAPSED
5 - Great
1 - No trust deal of Trust Don't
Ranked by % Trust (4,5) at all 2 3 4 trust (4,5) trust (1,2)
QTRUST5. Your family's doctor.

Vaccinated: 2% 3 13 38 44 83% 4
Unvaccinated: 6% 9 29 31 24 56% 15
QTRUST14. Doctors and nurses from Michigan hospitals

and health systems like Henry Ford, Spectrum and
Beaumont.
Vaccinated: 3% 4 16 45 32 78% 7
Unvaccinated: 10% 16 29 27 18 45% 26
QTRUST1. Local pharmacists.

Vaccinated: 2% 3 19 49 28 76% 5
Unvaccinated: 8% 12 33 33 13 46% 20
QTRUST15. Public health officials from your local health

department.
Vaccinated: 4% 8 23 42 23 65% 12
Unvaccinated: 19% 19 33 20 9 29% 38
QTRUST4. National health experts, like doctors and

epidemiologists from the CDC.
Vaccinated: 9% 9 18 33 32 65% 18
Unvaccinated: 28% 23 23 15 10 26% 51
QTRUST10. Local grocers, salon owners, hardware store

owners and other local business owners.
Vaccinated: 6% 11 38 35 10 45% 17
Unvaccinated: 8% 13 35 28 16 44% 21
QTRUST13. Local priests, ministers, rabbis, and other

religious leaders in your community.
Vaccinated: 16% 14 26 31 14 44% 30
Unvaccinated: 21% 16 32 19 12 31% 37
QTRUST11. The Small Business Association of Michigan.

Vaccinated: 7% 15 40 29 9 38% 22
Unvaccinated: 10% 20 39 23 9 32% 29
3
COLLAPSED
5 - Great
1 - No trust deal of Trust Don't
cont. at all 2 3 4 trust (4,5) trust (1,2)
QTRUST9. Your Mayor or Township Supervisor.
Vaccinated: 8% 20 40 27 5 32% 28
Unvaccinated: 18% 22 37 17 5 22% 41
QTRUST12. Local TV News Anchors.

Vaccinated: 15% 18 37 20 11 31% 33
Unvaccinated: 28% 27 27 12 5 17% 56
QTRUST7. Donald Trump.

Vaccinated: 56% 5 8 13 17 30% 61
Unvaccinated: 25% 8 23 19 26 45% 33
QTRUST8. Waiters and waitresses at local bars and

restaurants.
Vaccinated: 11% 20 40 22 8 30% 31
Unvaccinated: 13% 18 38 21 10 31% 31
QTRUST2. The National Rifle Association.

Vaccinated: 40% 16 20 11 13 25% 56
Unvaccinated: 12% 15 34 20 20 39% 27
QTRUST6. Labor and union leaders.

Vaccinated: 22% 25 29 19 5 24% 47
Unvaccinated: 22% 28 32 11 7 18% 50
QTRUST3. Members of local sportsmen, hunting and

fishing clubs.
Vaccinated: 21% 23 32 18 6 24% 44
Unvaccinated: 12% 18 32 22 15 37% 31
4
QKNOW1. Thinking now about your experiences with Covid-19. Do you personally know someone who has been
diagnosed with Covid-19?
Yes 82% 66%
No 18 29
QKNOW2. If you are willing to disclose this information, who is it that you know that was diagnosed with Covid-19?
A close friend or family member 70% 63%
Someone I work with 23 31
Me personally 11 18
Someone in my household 9 18
Someone else 24 23
QYESWHEN. And in what month did you receive your first dose of the vaccine? Your best guess is fine if you don't
remember exactly.
Vaccinated
December 3%
January 11
February 12
March 35
April 21
May 10
June 5
July 2
COLLAPSED CODES:
Before April 61%
April or later 39
5
QWHYYES. Below are some of the reasons other people in Michigan have given us for why they received the vaccine.
Which of these would you say applies to your decision to get the vaccine?
Vaccinated
I was worried I might get someone else sick. 50%
I was worried about getting sick. 43
I was tired of wearing a mask, wanted businesses and

the economy to fully reopen and just generally wanted to 40
get back to normal.
I wanted to wait until more people got the shot before I

29
got mine and I felt comfortable getting it when I did.
I was worried about side-effects, but eventually decided

27
the benefits outweighed the risks.
My doctor told me I should get it. 25
I had a hard time getting an appointment scheduled, but

18
finally found an opportunity that worked.
I talked to someone I trusted who convinced me I should

15
do it.
I have travel planned and decided to play it safe and get

15
a shot.
My friends and family were all getting it, so I decided I'd

12
get it too.
I got it because it is President Trump's vaccine - his

Operation Warp Speed made it possible, and he and 11
Melania received it.
My job required or strongly recommended that I get

5
vaccinated.
Others were uncomfortable around me because I wasn't

3
vaccinated, so I decided to get it.
I was offered an incentive (free coffee, free beer, free

doughnuts, discounted tickets, etc.) to get a shot so I 2
decided to get vaccinated.
I wanted to be able to enter the Vaccine sweepstakes. 2
6
QWHYNOOTHERS. And which of the following would you say you have heard personally in your community or from your
friends or family as reasons they are not getting the vaccine?
Vaccinated
They generally don't trust what the government and
55%
health care officials are saying about the vaccine.
They think the vaccine was developed too fast and want
54
to wait before getting a shot.
They are young and don't think they're at high risk for
32
Covid.
They heard that people who got the vaccine are still
31
getting Covid.
Believe something they saw on the internet that

31
convinced them the vaccine was a bad idea.
They already had Covid, so they don't think they need a

28
shot.
Don't think Covid is a big deal. 27
Insist that heath care experts are still divided on whether

24
the vaccine is a good idea or not.
Worried about short-term side-effects and don't want to

19
risk being sick for two days.
Concerned the vaccine could change their DNA. 17
Hard time getting an appointment scheduled or finding a

15
time that is convenient for me.
Concerned it could make it harder or impossible to get

7
pregnant.
They are waiting for the right incentive to come along. 4
7
QNOWHEN. And when do you think you will likely get vaccinated?
Unvaccinated
Never 57%
July or August 7
Sometime in the fall 9
Sometime in the winter 4
Sometime next year 8
In a couple of years 14
COLLAPSED CODES:
Plan to get vaccinated 43%
Sometime this year 20
8
QWHYNO. And which of the following would you say applies to your decision not to get the vaccine?
Unvaccinated
I just don't trust what the government and health care
49%
officials are saying about the vaccine.
This vaccine was developed too fast and I want to wait

48
before getting a shot.
I am more worried about long-term impacts on my health

47
than I am about catching Covid.
Many heath care experts are still divided on whether the

33
vaccine is a good idea or not.
People who got the vaccine are still getting Covid, so why
33
take a risk.
I stopped wearing a mask a long time ago and have been

living my life normally for months now. I just don't need 30
the shot for things to get back to normal for me.
I am worried about short-term side-effects and don't want

23
to risk being sick for two days.
I am concerned the vaccine could change my DNA. 13
I am young and don't think I am at high risk for Covid. 13
I already had Covid, so I don't need a shot. 12
No one at my work cares if I am vaccinated or not. 10
I talked to someone I trusted who convinced me it was a

9
bad idea.
I am concerned it could make it harder or impossible to

6
get pregnant.
I am waiting for the right incentive to come along. Some

people have free coffee, free beer, free doughnuts,
discounted tickets and now there is even a chance to win 4
$2 million dollars. I want to wait for a good opportunity to
come around before I get my shot
I have had a hard time getting an appointment scheduled

2
or finding a time that is convenient for me.
9
There are lots of good reasons people have told us they are not vaccinated and there are also lots of reasons people
have told us why they eventually decided to get vaccinated. Next you are going to read several reasons people have told
us why they decided to get vaccinated. Please indicate if you agree or disagree with each statement.
(ASKED OF UNVACCINATED ONLY)
COLLAPSED
Strongly Smwt
Ranked by % Total Agree agree agree Disagree Total Agree
QIF2. I would be more likely to get the vaccine if my doctor told me I

8% 30 63 37%
should get it.
QIF4. I would be more likely to get the vaccine if my job required it in

11% 21 68 32%
order to not have to wear a mask at work.
QIF6. I would be more likely to get the vaccine if I knew others around
6% 21 73 27%
me were uncomfortable because I wasn't vaccinated.
QIF5. I would be more likely to get the vaccine in order to enter the
Vaccine sweepstakes where I could win prizes ranging from $50,000 - 8% 17 75 25%
$2 million.
QIF3. I would be more likely to get the vaccine if I was offered an

7% 16 77 23%
incentive like a gift card or free merchandise that was worth $50.
QIF1. I would be more likely to get the vaccine if they offered shots
somewhere convenient for me, like at work or school or at local 6% 16 78 22%
restaurants.
QIF8. I would be more likely to get the vaccine if pastors or clergy at my

3% 15 82 18%
church recommended I get it.
QIF7. I would be more likely to get the vaccine if local restaurants and
3% 13 83 17%
other small businesses asked me to get it.
10
Now you are going to read several other reasons people have told us they decided to get vaccinated. Please indicate if
you find that reason persuasive or not.
(ASKED OF UNVACCINATED ONLY)
COLLAPSED
Very Smwt Not Total
Ranked by % Total Persuasive persuasive persuasive persuasive Persuasive
QSTATEMENT3. I wasn't too worried about Covid until I saw that

there are now variants out there that are more deadly and more 8% 25 67 33%
contagious, especially for unvaccinated individuals.
QSTATEMENT4. I wanted to wait to be sure the vaccine was safe

and now that more than 150 million Americans and nearly 5
million people in Michigan are fully vaccinated (IF HALF SAMPLE 8% 24 68 32%
B - with only 7,500 serious side effects being reported in the
whole country), I feel it is safe to get vaccinated.
Sample A: 7% 18 76 24%
Sample B: 9% 27 65 35%
QSTATEMENT1. I finally decided to get the vaccine to be on the

8% 23 70 30%
safe side and to keep others safe.
QSTATEMENT5. I trust this vaccine because Donald Trump

made it possible. He put the plans in place to develop the vaccine
and his Operation Warp Speed made it happen. He and Melania
were vaccinated back in January, even though they already had 8% 20 71 29%
Covid, and he called it, "A true miracle", saying, "I'm all in favor of
the vaccine. It's one of the great achievements... We're saving
tens of millions of lives...".
QSTATEMENT2. I decided to get the vaccine because I want the

government out of my life. If enough of us get our shots, the
7% 20 74 26%
government will no longer have an excuse to interfere with our
lives and businesses.
11
Now, just a few more questions for statistical purposes...
QEDOFR. What is the last grade of school you completed?
Less than high school degree 1% 7%
Graduated high school 34 45
Vocational school/Technical school 12 10
2 year Associate's Degree 16 16
4 year Bachelor's Degree 25 15
Post-graduate degree [e.g. MA, MBA, LLD PhD] 12 6
COLLAPSED CODES:
No college degree 47% 63%
College degree + 53 37
QSEX. What is your gender?
Male 44% 50%
Female 56 50
QAGECODE7. And for statistical purposes only, would you please indicate which of the following age groups you belong
to?
18-24 6% 22%
25-34 9 26
35-44 13 17
45-54 12 15
55-64 20 13
65-74 32 6
75 or older 8 2
COLLAPSED CODES:
65+ 40% 8%
12
QCHURCHGOER. And how often would you say you usually attend church?
More than once a week 2% 4%
Once a week 21 15
A couple of times a month 6 6
Less than once a month 9 7
Only on holidays 12 8
Never / Do not attend 46 48
COLLAPSED CODES:
Frequent 28% 25%
Infrequent 66 63
QMSTATUS. Are you currently married, living with a partner, divorced, separated, widowed or have you never been
married?
Married 60% 34%
Living with a Partner 8 18
Divorced 13 10
Separated 1 2
Widowed 5 3
Never Been Married 14 33
QKIDS. Do you have children 18 years of age or younger in your household?
Yes 23% 40%
No 77 60
QRACEX. Are you of Hispanic, Latino, or Spanish origin? Which of the following best describes your racial or ethnic
background?
White 87% 82%
African American / Black 3 4
Asian / Pacific Islander 1 1
Other 1 2
Hispanic 7 11
13
QPARTYID. Generally speaking, do you think of yourself as (RANDOMIZE: a Republican, a Democrat, an independent)
or something else?
Republican 29% 30%
Democrat 34 10
Independent 28 32
No preference 5 15
Something else / Other 2 6
Don't know 3 7
PSCALE. Party Identification Scale.
Strong Democrat 20% 6%
Weak Democrat 13 3
Independent Democrat 12 5
Independent 14 33
Independent Republican 9 12
Weak Republican 10 9
Strong Republican 18 20
Not ascertained 2 12
PSCALE3. COLLAPSED:
Republicans 37% 41%
Independents 14 33
Democrats 46 14
Other 2 12
QPRESBALLOT. Who did you vote for in the last Presidential Election?
Donald Trump 37% 46%
Joe Biden 49 13
Someone Else 2 4
Did not vote 9 29
Prefer Not to Answer 3 8
QINCOME. Finally, which of the following income groups includes your TOTAL FAMILY INCOME in 2020 before taxes?
Up to $20,000 [19,999] 9% 23%
$20,000-$30,000 [29,999] 10 16
$30,000-$40,000 [39,999] 15 15
$40,000-$50,000 [49,999] 13 10
$50,000-$75,000 [74,999] 23 18
$75,000-$100,000 [99,999] 16 7
14
$100,000-$125,000 [124,999] 5 8
$125,000'$150,000 [149,999] 6 2
$150,000-$250,000 [249,999] 3 2
More than $250,000 0 1
COLLAPSED CODES:
Under $75k 70% 81%
$75k + 30 19
DMACODE. Media Market (DMA - from sample).
Detroit 16% 14%
Flint-Saginaw-Bay City 18 23
Traverse City-Cadillac 10 11
Toledo 2 2
Lansing 11 11
Marquette 5 3
Grand Rapids-Kalamazoo-Battle Creek 32 31
Alpena 1 1
South Bend-Elkhart 4 3
Green Bay-Appleton 0 0
Duluth-Superior 1 1
15
Appendix B: Creative Package
Section 1: Direct Mail
Section 2: Billboards
Paid for by the Small Business Association of Michigan
120 N. Washington Square, Suite 1000
Lansing, MI 48933
SBAMI-1001
Conservative
leaders across
the country
are urging
everybody
to consider
vaccination.
Find a vaccine location today.

Learn more about the safe, effective vaccine
>> SCAN ME
by visiting MIVaxDecision.com
>> Find out what trusted Conservative voices
are saying around the country:
“I’m going to get mine.
I encourage everyone
to get theirs.”
Senator Tom Cotton (R)
Arkansas
“I got my #COVID
vaccine and I
encourage everyone
who wants a vaccine
to get one today.”
today
Senator Rick Scott (R)
Florida
“Based on the advice of my
doctor I determined that
the benefits of getting
vaccinated outweigh any
potential risks... I was also
reassured after President
Trump and his family were
vaccinated.” “If getting
vaccinated
vaccinated was safe
them I felt it
enough for them,
was safe enough for me me.”
Sarah Huckabee Sanders,
Former White House Press
“And absolutely it Secretary
makes sense for many
Americans to get
vaccinated. I believe in
vaccinated
the science, I believe Make the decision for
in the science of yourself and find out
vaccination.”
vaccination
where to get your
>>
Sean Hannity
American talk show host vaccine today. SCAN ME
Learn more about the COVID-19 vaccine, visit: MIVaxDecision.com

Lansing, MI 48933
The COVID Vaccine is

TESTED, SAFE,
and EFFECTIVE.
More than 150 million Americans have gotten their
vaccination. It’s time to keep yourself and your family safe
and make the choice to get vaccinated.
“COVID doesn’t care who you are, where you live, or if you’re healthy.
We don’t want to see somebody in our truck because of something
that’s preventable. It’s your decision to get vaccinated and I think you
should if you’re able to. It’s safe and it’s time.”
–Karyn Belanger, Paramedic, Tri Hospital EMS, St. Clair County
SCAN ME
SBAMI-1003
LEARN MORE ABOUT THE VACCINE AT:

www.MIVaxDecision.com MI
VACCINE
DECISION
Millions of Americans
Already Know
THE COVID-19 VACCINE IS
SAFE AND EFFECTIVE.
✓ 150 million Americans have
been vaccinated
✓ 5 million fellow Michiganders
have been vaccinated
✓ Only 7,500 have experienced
serious side effects. Covid has killed
more than 600,000 Americans.
THE CHOICE IS YOURS:

Let’s keep our small businesses open.
Let’s get families together safely. SCAN ME
Let’s get vaccinated.
Learn More About the Vaccine and Make Your Choice.

Visit www.MIVaxDecision.com today! MI
VACCINE
DECISION
Lansing, MI 48933
SBAMI-1004
SMALL
BUSINESSES
NEED
YOUR
SCAN ME
HELP
LEARN MORE ABOUT THE VACCINE AT: MIVAXDECISION.COM
Covid-19 Has Damaged Small
Businesses Across Michigan
But You Can Help!
Covid Restrictions Have Placed A

Huge Burden on Our Children, Families
And Local Business
Help Small Business Make A Comeback
By Getting Your Vaccine Today
Let’s Not Take A Step Back - The Vaccine Is Safe
Let’s Get Back to Normal - Choose to Get Vaccinated
Visit MIVaxDecision.com today!

Paid for by the Small Business
Association of Michigan
120 N. Washington Square,
Suite 1000
Lansing, MI 48933
SBAMI-1005
President Trump LED AMERICA’S

VACCINE EFFORT Becoming One of the
First Americans to RECEIVE THE VACCINE
AGAINST COVID
Now we need
your help!
“…We have our freedoms and we

have to live by that and I agree with
that also. But it is a great vaccine. It
is a safe vaccine and it is something
that works.”
– President Trump
March 17, 2021, US News
Learn more about the vaccine at:

MIVaxDecision.com
SCAN ME MI VACCINE
DECISION
JOIN PRESIDENT TRUMP AND FELLOW
CONSERVATIVES BY GETTING YOUR COVID VACCINE
T he Vac c ine is Sa f e, E ff ec ti v e a nd Sa v es L i v es
“Just like we’ve been saying, please take COVID

seriously. Enough people have died. We don’t need
any more deaths. Research like crazy. Talk to your
doctor. It absolutely makes sense for many Americans
to get vaccinated.”
– Sean Hannity, Fox News
July 19, 2021, Fox News
“If you are vaccinated, fully vaccinated, the chance of you

getting seriously ill or dying from COVID is effectively
zero ... These vaccines are saving lives.”
– Ron DeSantis, Florida Governor
July 21, 2021, Yahoo News!
“The data proves that it works…. doesn’t cost you

anything. It saves lives.”
– Kay Ivey, Alabama Governor
July 23, 2021, CNN
LET’S GET BACK TO NORMAL—

LET’S GET VACCINATED
SCAN ME Learn more about the vaccine at: MIVaxDecision.com MIDECISION
VACCINE
Lansing, MI 48933
SBAMI-1006
IT’S YOUR DECISION.

IT’S SAFE. IT’S TIME.
SEE
WHO’S
TALKING
Learn More About The Vaccine At: MIVaxDecision.com

Trusted Conservative leaders across America
are getting their vaccine and talking about it.
“I got the shot. My family got the shot. I want to encourage anyone here who hasn’t gotten the
shot, who is eligible, to go get it. And if you’re not sure about it, go ask your doctor and get the
very best advice that you can.”
Former VP Mike Pence, Business Insider, August 6, 2021
“It’s safe and effective, it was heavily tested on thousands of people before the FDA gave its
approval. Some people believe that it might have been rushed. That’s not the case. I’ve been
vocal about that for months. I know their process has high standards. The FDA approval
process is probably the most respected in the world.”
Rep. Steve Scalise, The Times Picayune, July 20, 2021
“If you have the chance, get the shot. It will save your life.”
Steve Doocy, Fox & Friends, The Atlantic, July 20, 2021
Learn More About The Vaccine At: MIVaxDecision.com

Lansing, MI 48933
SBAMI-1007
Monday, August 23, 2021
FDA fully approves the Pfizer

vaccine for people 16 and older
Help small businesses: Get vaccinated.

It’s safe, free and easy.
Learn more about the vaccine at: MIVaxDecision.com
SAFE. EFFECTIVE.
FULLY AUTHORIZED
BY THE FDA.
Our small businesses have taken a hit with

COVID-19 and need your help
COVID-19 has interrupted our lives in

unimaginable ways, but hope is around the corner
It’s your choice. It’s safe. It’s time.
Learn more about the vaccine at: MIVaxDecision.com

It’s my decision.
It’s safe.
It’s time.
MIVaxDecision.com Paid for by the Small Business Association of Michigan, 120 N Washington Square, Lansing, MI 48933
It’s my decision.
It’s safe.
It’s time.
It’s my decision.
It’s safe.
It’s time.
It’s my decision.
It’s safe.
It’s time.
I know you
have questions Just ask me.
about the MIVaxDecision.com
vaccine. Paid for by the Small Business Association of Michigan, 120 N Washington Square, Lansing, MI 48933
Appendix C: SBAM Member Toolkit
EMPLOYER VACCINE TOOLKIT
In This Toolkit
Vax Facts – Page 1
Sample Email/Newsletter Copy – Page 7
Sample COVID Response & Preparedness Plan – Page 9
August 2021
[Logo]
MI Vax Decision
Let’s all stay healthy, stay open and keep working!

We all want to stay healthy, keep our businesses open and keep working. To help small
business owners and their employees, we have researched what some of the top hospitals
and doctors across the country and right here in Michigan are saying about the COVID-19
vaccine.
We know you may still have concerns about whether the vaccine is right for you. It’s your
decision but knowing the facts will help you make an informed decision.
FAST FACTS
MILLIONS HAVE SAFELY GOTTEN THE VACCINE

● Nearly 364 million doses of the vaccine have been administered in the U.S. with 171
million people fully vaccinated.
● 197 million people in the U.S. have received a COVID-19 vaccine. (8/13/21)
● 72% of Americans 18 and over have received at least one dose. (8/13/21)
● Over 12 million doses of the vaccine have been administered in Michigan, and 60%
of Michigan residents 18+ are fully vaccinated. (8/25/21)
● The vaccine has been available to the public in the U.S. for eight months and side
effects have been consistently mild to moderate, typically last 1-3 days, and are
similar to the side effects from the flu vaccine.
OVER 96% OF DOCTORS IN THE U.S. HAVE GOTTEN THE VACCINE.
IN THE U.S., COVID-19 IS LARGELY A PANDEMIC AMONG UNVACCINATED PEOPLE

● Currently, 97% of people hospitalized with COVID-19 in the U.S. are unvaccinated.
● A 6-month study released on July 1 showed that 99.5 percent of people who died of
COVID-19 were unvaccinated.
1
VACCINES HELP KEEP BUSINESSES OPEN
● Most fully vaccinated people don’t have to quarantine after exposure to COVID-19.
● Vaccines offer the best protection against infection and serious illness.
THE PANDEMIC WILL NOT END ON ITS OWN

● The highly infectious Delta variant is causing another surge in infections, mainly
among people who haven’t been vaccinated.
● Nearly 126,000 people in the U.S. are testing positive for the virus each day, a 76%
increase in just 2 weeks. Most are people who have not been vaccinated. (8/12/21)
● Increasing vaccination rates decreases pathways for COVID variants to spread.
THE TRIALS THAT THE FDA REQUIRED BEFORE THEY AUTHORIZED THE COVID
VACCINES FOR EMERGENCY USE WERE AS DEMANDING AS THOSE REQUIRED FOR
FULL APPROVAL
● Roughly 44,000 people participated in each of the three Phase 3 clinical trials -- that’s
about 50% more people than participated in the average trial for any vaccine that
the FDA licensed between 2000 and 2011.
● Side effects for most vaccines appear within two months. The FDA required two
months of safety data before approving the vaccines for emergency use.
● Pfizer is now fully FDA-approved.
CONCERNED ABOUT VACCINE DEVELOPMENT?

CONCERN: The vaccines were developed too fast. I don’t trust that they’re safe.
FACT: COVID-19 vaccines were developed much faster than past vaccines, but they
went through demanding testing, clinical trials and review by independent scientists.
FACT: The vaccines were developed at warp speed thanks to government funding
and the fact that research into coronavirus vaccines was underway long before the
COVID-19 pandemic hit. Here’s how:
Before the pandemic, much work had already been done on vaccines for other, similar
coronaviruses. Scientists were able to build on that research to customize a vaccine for
2
COVID-19. Plus, as promising vaccines were on the horizon, the Trump administration
funded the process. Normally, vaccine makers don’t manufacture vaccines until clinical
trials are complete. But the Trump administration funded manufacturing so the companies
could get a jump start. As soon as trials were complete and the FDA determined the
vaccines were safe, they were distributed to the public.
CONCERNED ABOUT VACCINE SAFETY?

CONCERN: I’m worried that I’ll get serious side effects from the vaccine.
FACT: For every 1 million people vaccinated in the U.S., only 2-5 people experienced
serious side effects. That’s .000002% - .000005% of those who were vaccinated.
The first vaccines were administered in December of 2020, and since then millions of
people have received COVID-19 vaccines. No long-term side effects have been found.
Like other medications, the flu vaccine for example, the COVID-19 vaccines can cause mild
to moderate side effects like fever and body aches. These side effects are a sign that your
body is building immunity to the virus.
Side effects do not mean you have contracted COVID-19. You cannot get COVID-19 from
the COVID-19 vaccines because they don’t contain a live virus.
CONCERN: The vaccine will alter my DNA.
FACT: COVID-19 vaccines do not change your DNA in any way.

The vaccines prompt our cells to start building antibodies to protect against the virus. The
vaccine never enters the nucleus of the cell, which is where our DNA is stored.
After the vaccine prompts your immune system to fight the virus, it leaves your system. It
does not stay in your body. This is called building immunity. By contrast, the coronavirus
will stay in your body for a week or longer and can cause long term problems.
CONCERNS: I’ve heard that pregnant women shouldn’t get the vaccine. I’ve heard
that I won’t be able to get pregnant if I get the vaccine.
3
FACT: The vaccines are safe for pregnant and nursing women, and for women who
plan to get pregnant. There is no evidence that the vaccine causes problems with
pregnancy or fertility.
COVID-19 vaccination is recommended for people who are pregnant, breastfeeding, trying
to get pregnant now, or might become pregnant in the future.
Also consider that pregnant and recently pregnant women are more likely to get severely ill
with COVID-19 compared with non-pregnant women. Getting a COVID-19 vaccine can
protect you from severe illness from COVID-19.
Of course, if you have questions or concerns about the vaccine and pregnancy, please talk
with your doctor.
CONCERNED ABOUT WHETHER OR NOT THE VACCINES WORK?

CONCERN: The vaccines don’t work. Vaccinated people are still getting the virus.
FACT: The vaccines are protecting the vast majority of vaccinated people against
illness, serious symptoms and death.
Currently, 97% of people hospitalized with COVID-19 in the U.S. are unvaccinated.
A 6-month study released on July 1 showed that 99.5 percent of people who died of
COVID-19 in the U.S. were unvaccinated.
We are seeing some ‘breakthrough’ infections of the COVID-19 Delta variant among
vaccinated people; but the majority of those people are not getting seriously ill -- some are
not experiencing any symptoms.
I DON’T NEED A VACCINE BECAUSE. . .

I’m young. Younger people aren’t getting sick or dying.
FACT: Right now, the highest rates of infection are among people 18-39 -- more
than 2.5 times higher than infection rates among people age 65+.
4
I’m not worried about passing it to my kids. Most kids aren’t getting infected. And if
they do, they’re not getting sick -- it’s like the flu.
FACT: The Delta variant is much more contagious and likely to cause serious illness
in children.
The Delta variant is the dominant COVID-19 variant in Michigan. It is significantly more
contagious than the original COVID-19 virus and is more likely to cause serious illness in
young people and children. Michigan has already had many cases in which previously
healthy infants, children, and teens have been hospitalized, required life support, and faced
life-threatening complications like Multisystem Inflammatory Syndrome in children and
chronic symptoms like long COVID-19.
I already had COVID-19, so I’m immune.
FACT: People are infected with different levels of virus and have different levels of
antibodies after they recover. The vaccine delivers a strong boost in immune
support.
Many people have gotten COVID-19 multiple times. The vaccine is the best defense against
the virus.
Here is where we got our information. We encourage you to check out

these trusted sources for more information:
MAYO CLINIC VACCINE GUIDANCE
https://www.mayoclinic.org/coronavirus-covid-19
UNIVERSITY OF MICHIGAN HEALTH VACCINE INFORMATION
https://www.uofmhealth.org/coronavirus/vaccine-info-update
SPECTRUM HEALTH VACCINE HUB
5
https://www.spectrumhealth.org/covid19/covid-19-vaccine
MUNSON HEALTHCARE VACCINE FAQS
https://www.munsonhealthcare.org/community-health/covid19/covid19-vaccine/covid-19-
vaccine
ASCENSION HEALTHCARE VACCINE FAQS
https://healthcare.ascension.org/COVID-19/Covid-Vaccine
HENRY FORD HEALTH SYSTEM VACCINE FAQS
https://www.henryford.com/coronavirus/vaccine-faqs
AMERICAN MEDICAL ASSOCIATION PHYSICIANS SURVEY
https://www.ama-assn.org/press-center/press-releases/ama-survey-shows-over-96-
doctors-fully-vaccinated-against-covid-19
6
[EMPLOYER TOOLKIT - NEWSLETTER/EMAIL COPY]
Let’s stay healthy, stay open and keep working!

It’s been a tough year for so many businesses, and ours is no exception. Thank you for
rising to the challenge and helping to keep our operation going strong.
As we see a troubling new surge in COVID-19 infections, we all want to stay healthy, keep
businesses open and keep working. To help businesses like ours, the Small Business
Association of Michigan has researched what some of the top hospitals and doctors here in
Michigan and across the country are saying about the COVID-19 vaccine.
You can find a copy of their findings at MIVaxDecision.com. [link]
We know you may still have concerns about whether or not the vaccine is right for you. It’s
your decision, but knowing the facts will help you make an informed decision.
Still not sure? Check out these trusted sources for more information.
MAYO CLINIC VACCINE GUIDANCE

https://www.mayoclinic.org/coronavirus-covid-19
UNIVERSITY OF MICHIGAN HEALTH VACCINE INFORMATION

https://www.uofmhealth.org/coronavirus/vaccine-info-update
SPECTRUM HEALTH VACCINE HUB

https://www.spectrumhealth.org/covid19/covid-19-vaccine
MUNSON HEALTHCARE VACCINE FAQS

https://www.munsonhealthcare.org/community-health/covid19/covid19-vaccine/covid-19-
vaccine
ASCENSION HEALTHCARE VACCINE FAQS

https://healthcare.ascension.org/COVID-19/Covid-Vaccine
7
HENRY FORD HEALTH SYSTEM VACCINE FAQS
https://www.henryford.com/coronavirus/vaccine-faqs
AMERICAN MEDICAL ASSOCIATION PHYSICIANS SURVEY

https://www.ama-assn.org/press-center/press-releases/ama-survey-shows-over-96-
doctors-fully-vaccinated-against-covid-19
8
COMPANY NAME COVID-19 Response & Preparedness Plan
Revised August 25, 2021
Our plan is based on information and guidance from the Centers for Disease Control (CDC)
and the Michigan Occupational Health and Safety Administration Emergency Rules
(MIOSHA) at the time of its development. Because the COVID-19 situation is frequently
changing, the need for modifications may occur based on further guidance provided by the
CDC, OSHA, and other public officials at the state or local levels.
The spread of COVID-19 in the workplace can come from several sources:
• Co-workers
• Customers
• Guests - visitors/vendors/family members
• The General Public
Definitions. As used in this plan:
(a) “Close contact” means close contact as defined by the latest United States Centers for
Disease Control and Prevention (CDC) guidelines at the time of contact.
(b) “COVID-19” means a viral respiratory illness characterized by symptoms defined by the
CDC.
(c) “Known cases of COVID-19” means persons who have been confirmed through
diagnostic testing to have COVID-19.
(d) “SARS-CoV-2” means the novel coronavirus identified as SARS-CoV-2 or a virus mutating
from SARS-CoV-2 (severe acute respiratory syndrome coronavirus 2), the virus which is the
causative agent of COVID-19.
(e) “Suspected cases of COVID-19” means persons who have symptoms of COVID-19 but
have not been confirmed through diagnostic testing or unvaccinated persons who have
had close contact with a person who has been confirmed through diagnostic testing to
have COVID-19.
(f) “Fully vaccinated persons” means persons for whom at least 2 weeks have passed after
receiving the final dose of an FDA-approved or authorized COVID-19 vaccine.
9
RESPONSIBILITIES OF COMPANY NAME SUPERVISORS AND MANAGERS
Company Name has designated the following staff as its COVID-19 Workplace
Coordinators: (include the names, titles, email and phones numbers of the staff that you have
assigned)
The Coordinators responsibilities include:

• staying up to date on federal, state and local guidance
• incorporating those recommendations into our workplace
• training our workforce on control practices, proper use of personal protective
equipment, the steps employees must take to notify our business of any COVID-19
symptoms or suspected cases of COVID-19.
• reviewing HR policies and practices to ensure they are consistent with this Plan and
existing local, state and federal requirements
All Company Name managers/supervisors must be familiar with this Plan and be ready to
answer questions from employees. Additionally, Company Name expects that all
managers/supervisors will set a good example by following this Plan. This includes
practicing good personal hygiene and jobsite safety practices to prevent the spread of the
virus. Managers and supervisors must encourage this same behavior from all employees.
Company Name will require and keep a record of all self-screening protocols for all
employees or contractors entering the worksite, including, at a minimum, a questionnaire
covering all and suspected or confirmed cases of COVID-19.
Workplace controls
(1) Company Name shall designate 1 or more worksite COVID-19 safety coordinators to
implement, monitor, and report on the COVID-19 control strategies developed under these
rules. (see above)
(2) Company Name will review and follow current MIOSHA and CDC guidance in order to
make the best determination for your business with regard to vaccinations, masking and
10
social distancing.
(3) (Company Name - Choose your options here) Compliance with subrule (2) of this rule
may be accomplished in a manner deemed effective for the place of employment. This may
include:
(a) Keeping records of whether employees are fully vaccinated persons

(b) Posting signs in the work area reminding employees of your current workplace
safety rules (i.e. face covering rules and social distancing)
(c) Allowing or requiring remote work.
Basic infection prevention measures

(1) Company Name shall promote frequent and thorough hand washing, including by
providing workers, customers, and worksite visitors with a place to wash their hands. If
soap and running water are not immediately available, Company Name shall provide
antiseptic hand sanitizers or alcohol-based hand towelettes containing at least 60 percent
alcohol.
(2) Company Name shall require workers who are experiencing symptoms of COVID-19 to
not report to work or work in an isolated location.
(3) Company Name shall increase facility cleaning and disinfection to limit exposure to
SARS-CoV-2, in accordance with the latest CDC guidance.
(4) Company Name shall use Environmental Protection Agency (EPA)-approved

disinfectants that are expected to be effective against SARS-CoV-2 based on data for harder
to kill viruses.
Health surveillance
(1) Company Name shall conduct a daily entry self-screening protocol for all employees or
contractors entering the workplace, including, at a minimum, a questionnaire covering
11
symptoms and suspected or confirmed exposure to people with possible COVID-19. (Please
note – this is not required, but you may choose to continue health screening).
(2) Company Name shall direct employees to promptly report any signs and symptoms of
COVID-19 to the employer before or during the work shift.
(3) Company Name shall physically isolate any employees known or suspected to have
COVID-19 from the remainder of the workforce, using measures such as, but not limited to:
(a) Not allowing known or suspected cases to report to work.
(b) Sending known or suspected cases away from the workplace.
(c) Assigning known or suspected cases to work alone at a remote location (for
example, their home), as their health allows.
(4) When an employer learns of an employee, visitor, or customer with a known case of
COVID-19, the employer shall, within 24 hours, notify any co-workers, contractors, or
suppliers who may have come into contact with the person with a known case of COVID19.
(5) The employer shall allow employees with a known or suspected case of COVID-19 to
return to the workplace only after they are no longer infectious according to the latest
guidelines from the CDC.
RESPONSIBILITIES OF EMPLOYEES

We are asking each of our employees to help with our prevention efforts while at work.
Company Name understands that in order to minimize the impact of COVID-19 at our
facility, everyone needs to play his or her part. We have instituted several best practices to
minimize exposure to COVID-19 and prevent its spread in the workplace. This includes
specific cleaning efforts and social distancing. While here at work, all employees must
follow these best practices for them to be effective. Beyond these best practices, we
require employees to report to their managers or supervisors immediately if they are
experiencing signs or symptoms of COVID-19, as described below. If employees have
specific questions about this Plan or COVID-19, they should ask their manager, supervisor
or contact Name of Company Officer.
12
Disclaimer: While we have made every attempt to ensure that the information contained in this document
has been obtained from reliable sources, the Small Business Association of Michigan is not responsible for
any errors or omissions or for the results obtained from the use of this information. All information is
provided “as is,” with no guarantee of the completeness, accuracy, timeliness or of the results obtained
from the use of this information, and without warranty of any kind, express or implied, including, but not
limited to warranties of performance, merchantability, and fitness for a particular use. In no event will the
Small Business Association of Michigan, its related corporations, its Board of Directors or staff thereof be
liable to you or anyone else for any decision made or action taken in reliance on the information
presented here or for any consequential, special or similar damages, even if advised.
13
Appendix C: Closing Survey Research
MI STATEWIDE Survey
Adults in target counties / municipalities
Topline Results
September 21-29, 2021
QNEWS. And how closely are you following current events, politics, and local news?
Vax Vax Unvax Unvax

July Sept July Sept
Very closely 24% 19% 9% 12%
Somewhat closely 52 55 43 43
Not very closely 19 19 30 27
Not at all 6 8 17 17
COLLAPSED CODES:
Very/Somewhat 75% 73% 53% 55%
Not very/Not at all 25 27 47 45
QNEWS2_1. Which of the following would you say you use on a regular basis to get news and information about what is
going on in your state and in your community?
Vax Vax Unvax Unvax

July Sept July Sept
Local television news 72% 69% 45% 46%
Local newspapers either online or print editions 43 44 32 36
Friends, family and neighbors 38 45 50 52
Talk radio and news programs 30 30 28 34
None of these 8 9 16 12
QVAX. And have you received a Covid-19 vaccine shot or, like many people, have you not received a shot yet?
Vax Vax Unvax Unvax

July Sept July Sept
Yes, I have received a shot 19% 18% 0% 0%
Yes, I am fully vaccinated 81 82 0 0
No, I have not received a shot, but plan to soon 0 0 17 18
No, I do not plan to get a shot anytime soon 0 0 70 69
Prefer not to answer 0 0 13 13
COLLAPSED CODES:
Total vaccinated 100% 100% 0% 0%
Total unvaccinated/Refused 0 0 100 100
QYESWHEN. And in what month did you receive your first dose of the vaccine? Your best guess is fine if you don't
remember exactly.
Vax Vax
July Sept
December 3% 1%
January 11 11
February 12 10
March 35 27
April 21 21
May 10 11
June 5 4
July 2 6
August 0 6
September 0 4
COLLAPSED CODES:
Before July 98% 84%
July or later 2 16
QDIGITAL_1. And which of the following would you say you use on a regular basis to get news and information about
what is going on in your state and community?
Vax Vax Unvax Unvax

July Sept July Sept
Facebook 43% 47% 56% 57%
Instagram 13 15 21 19
Yahoo News 18 14 11 14
Twitter 8 10 12 13
Snapchat 7 7 19 16
NextDoor 4 3 5 3
Parler 1 1 2 3
Other Websites 28 26 21 20
None of these 27 28 20 21
2
Vax Vax Unvax Unvax

July Sept July Sept
1 - Personal economic well-being and financial
27% 25% 26% 31%
security for my family
2 30 24 29 21
3 16 29 19 28
4 15 11 12 11
5 - The overall health of the economy across
12 12 14 10
Michigan
COLLAPSED CODES:
Personal finances 57% 49% 55% 52%
Health of MI economy 27 22 26 20
Vax Vax Unvax Unvax

July Sept July Sept
1 - Personal freedoms and individual liberties 18% 20% 34% 36%
2 21 13 21 20
3 17 27 21 26
4 24 24 12 10
5 - The security and well-being of my community 20 17 12 7
COLLAPSED CODES:
Personal freedoms & liberties 39% 32% 55% 57%
Security & well-being of my community 44 41 24 17
3
There are many groups, organizations, and individuals whom we trust to provide us with good information and to look out
for the best interests of our communities - for each of the following please indicate the level of trust you have in them to
look out for the best interests of you, your family, and your local community. Choose a point on the scale based on how
much trust you have in them.
1 - No 5 - Great Don't
trust at deal of Trust trust
Ranked by % Trust (4,5) all 2 3 4 trust (4,5) (1,2)
QTRUST5. Your family's doctor.

Vax July 2% 3 13 38 44 83% 4
Vax Sept 2% 4 16 32 46 78% 6
Unvax July 6% 9 29 31 24 56% 15
Unvax Sept 8% 12 30 26 24 50% 20
QTRUST14. Doctors and nurses from Michigan hospitals

and health systems like Henry Ford, Spectrum and
Beaumont.
Vax July 3% 4 16 45 32 78% 7
Vax Sept 3% 7 20 34 36 70% 10
Unvax July 10% 16 29 27 18 45% 26
Unvax Sept 8% 18 32 29 13 41% 27
QTRUST15. Public health officials from your local health

department.
Vax July 4% 8 23 42 23 65% 12
Vax Sept 6% 10 27 33 24 57% 16
Unvax July 19% 19 33 20 9 29% 38
Unvax Sept 22% 23 32 16 7 23% 44
QTRUST4. National health experts, like doctors and

epidemiologists from the CDC.
Vax July 9% 9 18 33 32 65% 18
Vax Sept 9% 10 20 30 31 61% 19
Unvax July 28% 23 23 15 10 26% 51
Unvax Sept 30% 21 28 14 8 22% 51
4
QREACTION. Thinking now about your experiences with Covid-19. How would you react if a close friend or family
member told you they wanted to get the Covid-19 vaccine?
Unvax
Sept
I would try to convince them it
was a bad idea because of the
12%
potential impact to their long-
term health
I would try to convince them it

was a bad idea because this is
another dangerous example of 14
government overreach into our
personal lives
I would not give them any advice

47
at all
I would encourage them to get

27
the shot if they think it's safe
COLLAPSED CODES:
Total convince them it's a bad

26%
idea
QKNOW1. Do you personally know someone who has been diagnosed with Covid-19?
Vax Vax Unvax Unvax

July Sept July Sept
Yes 82% 80% 66% 71%
No 18 19 29 24
QKNOW2_1. If you are willing to disclose this information, who is it that you know that was diagnosed with Covid-19?
Vax Vax Unvax Unvax

July Sept July Sept
Me personally 11% 9% 18% 22%
Someone in my household 9 11 18 20
A close friend or family member 70 75 63 65
Someone I work with 23 20 31 27
Someone else 24 30 23 21
5
QNOWHEN. And when do you think you will likely get vaccinated?
Unvax Unvax
July Sept
Never 57% 56%
July or August 7 0
September or October 9 7
Sometime in the winter 4 12
Sometime next year 8 9
In a couple of years 14 16
COLLAPSED CODES:
Plan to get vaccinated 43% 44%
Sometime this year 20 19
6
QWHYYES_1. Below are some of the reasons other people in Michigan have given us for why they received the vaccine.
Which of these would you say applies to your decision to get the vaccine?
Vax Vax
July Sept
I was worried I might get someone else sick. 50% 39%
I was worried about getting sick. 43 33
Over the past couple of months, I have seen and heard enough information and I believed it was
0 33
safe and it was time to get the vaccine.
I wanted to wait until more people got the shot before I got mine and I felt comfortable getting it
29 32
when I did.
I was worried about side-effects, but eventually decided the benefits outweighed the risks. 27 32
I was tired of wearing a mask, wanted businesses and the economy to fully reopen and just
40 28
generally wanted to get back to normal.
My doctor told me I should get it. 25 19
My friends and family were all getting it, so I decided I'd get it too. 12 19
The FDA gave full authorization and approval for the vaccine. 0 17
I talked to someone I trusted who convinced me I should do it. 15 14
My job required or strongly recommended that I get vaccinated. 5 13
I have travel planned and decided to play it safe and get a shot. 15 12
My school required or strongly recommended that I get vaccinated. 0 11
I was offered an incentive (free coffee, free beer, free doughnuts, discounted tickets, etc.) to get
2 9
a shot so I decided to get vaccinated.
Others were uncomfortable around me because I wasn't vaccinated, so I decided to get it. 3 9
I got it because it is President Trump's vaccine - his Operation Warp Speed made it possible,
11 2
and he and Melania received it.
I had a hard time getting an appointment scheduled, but finally found an opportunity that worked. 18 1
I wanted to be able to enter the Vaccine sweepstakes. 2 0
7
QWHYNO_1. And which of the following would you say applies to your decision not to get the vaccine?
Unvax Unvax
July Sept
I am more worried about long-term impacts on my health than I am about catching
47% 45%
Covid.
People who got the vaccine are still getting Covid, so why take a risk. 33 39
This vaccine was developed too fast and I want to wait before getting a shot. 48 38
I just don't trust what the government and health care officials are saying about the
49 37
vaccine.
I believe natural immunity is better than the vaccine 0 35
Many heath care experts are still divided on whether the vaccine is a good idea or
33 31
not.
I stopped wearing a mask a long time ago and have been living my life normally for
30 26
months now. I just don't need the shot for things to get back to normal for me.
I am worried about short-term side-effects and don't want to risk being sick for two
23 15
days.
I already had Covid, so I don't need a shot. 12 13
I am concerned the vaccine could change my DNA. 13 10
I am young and don't think I am at high risk for Covid. 13 10
No one at my work cares if I am vaccinated or not. 10 9
I talked to someone I trusted who convinced me it was a bad idea. 9 5
I am concerned it could make it harder or impossible to get pregnant. 6 5
I am waiting for the right incentive to come along. Some people have free coffee,
free beer, free doughnuts, discounted tickets and now there is even a chance to win
4 3
$2 million dollars. I want to wait for a good opportunity to come around before I get
my shot
I have had a hard time getting an appointment scheduled or finding a time that is
2 2
convenient for me.
8
QBOOSTER. There has been a lot of talk recently about the need to get a Covid-19 booster shot, especially because of
the threat of the Delta variant. If the CDC or your doctor were to recommend you get a booster shot, how likely would you
be to get the booster shot?
Vax
Sept
Very likely to get the booster shot 64%
Somewhat likely to get the booster shot 19
Not very likely to get the booster shot 8
Not at all likely to get the booster shot 5
Unsure 4
COLLAPSED CODES:
Very/Somewhat 83%
Not very/Not at all 13
QRSH_TV1. Have you seen any television ads recently regarding the Covid-19 Vaccine?
Vax Unvax
Sept Sept
Yes 71% 72%
No 29 28
QRSH_TV3. Did these ads make you more or less likely to get the COVID-19 Vaccine?
Vax Unvax
Sept Sept
Much more likely to get the vaccine 17% 2%
Somewhat more likely to get the vaccine 15 4
Had no influence on my decision to get the vaccine 66 50
Somewhat less likely to get the vaccine 2 8
Much less likely to get the vaccine 0 28
Unsure 0 8
COLLAPSED CODES:
More Likely 32% 6%
Less Likely 2 36
No influence/Unsure 66 58
9
QRSH_MAIL1. Have you received any mail ads recently regarding the Covid-19 Vaccine?
Vax Unvax
Sept Sept
Yes 11% 20%
No 89 80
QRSH_MAIL3. Did these mail ads make you more or less likely to get the COVID-19 Vaccine?
Vax Unvax
Sept Sept
Much more likely to get the vaccine 19% 1%
Somewhat more likely to get the vaccine 0 3
Had no influence on my decision to get the vaccine 60 59
Somewhat less likely to get the vaccine 0 9
Much less likely to get the vaccine 21 22
Unsure 0 6
COLLAPSED CODES:
More Likely 19% 4%
Less Likely 21 31
No influence/Unsure 60 65
10
Next, you'll see some advertisements. After the advertisements, you'll be asked some questions about them.
QTV1. (EMT Ad) Regardless of if you agree or disagree with the content of the ad, overall, using the below 0-10 scale,
how good do you think this ad is at communicating the Covid-19 Vaccine is safe and now is the right time to get
vaccinated?
Vax Unvax
Sept Sept
0 - Very bad at communicating the Covid-19
Vaccine is safe and now is the right time to get 3% 15%
vaccinated
1 0 5
2 - Somewhat bad at communicating the Covid-
19 Vaccine is safe and now is the right time to get 1 11
vaccinated
3 1 4
4 1 5
5 - Neither good or bad at communicating the
Covid-19 Vaccine is safe and now is the right 13 25
time to get vaccinated
6 7 7
7 6 6
8 - Somewhat good at communicating the Covid-
vaccinated
9 13 4
10 - Very good at communicating the Covid-19
Vaccine is safe and now is the right time to get 31 7
vaccinated
COLLAPSED CODES:
Total Good (6-10) 81% 35%
Very Good (9,10) 44 11
Total Bad (0-4) 7 39
Very Bad (0-1) 4 20
Mean 7.7 4.6
11
QTV2. (Pharmacist Ad) Regardless of if you agree or disagree with the content of the ad, overall, using the below 0-10
scale, how good do you think this ad is at communicating the Covid-19 Vaccine is safe and now is the right time to get
vaccinated?
Vax Unvax
Sept Sept
vaccinated
1 0 6
vaccinated
3 1 6
4 1 4
6 8 9
7 7 6
vaccinated
9 12 5
vaccinated
COLLAPSED CODES:
Total Good (6-10) 80% 39%
Very Good (9,10) 43 12
Total Bad (0-4) 8 36
Very Bad (0-1) 4 19
Mean 7.6 4.9
12
QTV3. (Doctor Ad) Regardless of if you agree or disagree with the content of the ad, overall, using the below 0-10 scale,
how good do you think this ad is at communicating the Covid-19 Vaccine is safe and now is the right time to get
vaccinated?
Vax Unvax
Sept Sept
vaccinated
1 0 5
vaccinated
3 2 6
4 3 6
6 5 7
7 8 5
vaccinated
9 12 3
vaccinated
COLLAPSED CODES:
Total Good (6-10) 79% 35%
Very Good (9,10) 45 9
Total Bad (0-4) 10 38
Very Bad (0-1) 3 18
Mean 7.7 4.7
13
Next, you'll see several mail advertisements. After looking at all of the advertisements, you'll be asked some questions
about them.
QMAIL1. Regardless of if you agree or disagree with the content of these ads, overall, using the below 0-10 scale, how
good do you think these ads are at communicating the Covid-19 Vaccine is safe and now is the right time to get
vaccinated?
Vax Unvax
Sept Sept
vaccinated
1 2 6
vaccinated
3 3 4
4 3 8
6 6 6
7 10 2
vaccinated
9 5 1
vaccinated
COLLAPSED CODES:
Total Good (6-10) 53% 27%
Very Good (9,10) 18 7
Total Bad (0-4) 27 46
Very Bad (0-1) 10 23
Mean 5.8 4.2
14
QBIDEN1. Have President Biden's actions regarding the handling of Covid-19 made you more or less likely to get the
vaccine?
Unvax
Sept
Much more likely to get the vaccine 2%
Somewhat more likely to get the vaccine 3
Have had no influence on my decision to get the vaccine 37
Somewhat less likely to get the vaccine 9
Much less likely to get the vaccine 41
Unsure 9
COLLAPSED CODES:
More Likely 5%
Less Likely 50
No influence/Unsure 45
QBIDEN2. This past week, President Biden announced a federal mandate that all federal employees and every company
with 100 or more workers must require the Covid-19 vaccination of all employees or must provide weekly Covid-19 testing
to unvaccinated employees.
Unvax
Sept
Much more likely to get the vaccine 3%
Somewhat more likely to get the vaccine 5
Will have no influence on my decision to get the vaccine 34
Somewhat less likely to get the vaccine 7
Much less likely to get the vaccine 42
Unsure 8
COLLAPSED CODES:
More Likely 8%
Less Likely 49
No influence/Unsure 42
15
There are lots of good reasons people have told us they are not vaccinated and there are also lots of reasons people
have told us why they eventually decided to get vaccinated. Next you are going to read several reasons people have told
us why they decided to get vaccinated. Please indicate if you agree or disagree with each statement.
Strongly Smwt Total

Ranked by % Total Agree agree agree Disagree Agree
QIF2. I would be more likely to get the vaccine if my doctor told me I

should get it.
Unvax July 8% 30 63 37%
Unvax Sept 8% 28 63 37%
QIF4. I would be more likely to get the vaccine if my job required it in order
to not have to wear a mask at work.
Unvax July 11% 21 68 32%
Unvax Sept 7% 25 68 32%
QIF9. Over the past couple of months, I have seen and heard more
information about how the vaccines are safe and it was time to get the
vaccine and I am more likely to get vaccinated today than I was a couple
of months ago.
Unvax Sept 8% 24 68 32%
QIF10. I would be more likely to get the vaccine if the area I live in saw a
big jump in Covid-19 cases like we saw in southern states like Florida,
Louisiana, and Texas this summer.
Unvax Sept 7% 21 71 29%
QIF6. I would be more likely to get the vaccine if I knew others around me
were uncomfortable because I wasn't vaccinated.
Unvax July 6% 21 73 27%
Unvax Sept 6% 17 77 23%
QIF5. I would be more likely to get the vaccine in order to enter the
Vaccine sweepstakes where I could win prizes ranging from $50,000 - $2
million.
Unvax July 8% 17 75 25%
Unvax Sept 6% 18 75 25%
QIF3. I would be more likely to get the vaccine if I was offered an incentive
like a gift card or free merchandise that was worth $50.
Unvax July 7% 16 77 23%
Unvax Sept 7% 18 74 26%
QIF1. I would be more likely to get the vaccine if they offered shots
somewhere convenient for me, like at work or school or at local
restaurants.
Unvax July 6% 16 78 22%
Unvax Sept 6% 14 79 21%
16
Strongly Smwt Total
cont. agree agree Disagree Agree
QIF8. I would be more likely to get the vaccine if pastors or clergy at my
church recommended I get it.
Unvax July 3% 15 82 18%
Unvax Sept 4% 10 86 14%
QIF7. I would be more likely to get the vaccine if local restaurants and
other small businesses asked me to get it.
Unvax July 3% 13 83 17%
Unvax Sept 3% 12 86 14%
17
Now you are going to read several other reasons people have told us they decided to get vaccinated. Please indicate if
you find that reason persuasive or not.
Very Smwt Not Total

Ranked by % Total Persuasive persuasive persuasive persuasive Persuasive
QSTATEMENT3. I wasn't too worried about Covid until I saw

that there are now variants out there that are more deadly and
more contagious, especially for unvaccinated individuals.
Unvax July 8% 25 67 33%
Unvax Sept 8% 24 68 32%
QSTATEMENT4. I wanted to wait to be sure the vaccine was

safe and now that more than 150 million Americans and nearly
5 million people in Michigan are fully vaccinated (IF HALF
SAMPLE B - with only 7,500 serious side effects being
reported in the whole country), I feel it is safe to get
vaccinated.
Unvax July 8% 24 68 32%
Unvax Sept 9% 27 64 36%
QSTATEMENT1. I finally decided to get the vaccine to be on

the safe side and to keep others safe.
Unvax July 8% 23 70 30%
Unvax Sept 7% 23 70 30%
QSTATEMENT5. I trust this vaccine because Donald Trump

made it possible. He put the plans in place to develop the
vaccine and his Operation Warp Speed made it happen. He
and Melania were vaccinated back in January, even though
they already had Covid, and he called it, "A true miracle",
saying, "I'm all in favor of the vaccine. It's one of the great
achievements... We're saving tens of millions of lives...".
Unvax July 8% 20 71 29%
Unvax Sept 4% 22 73 27%
QSTATEMENT2. I decided to get the vaccine because I want

the government out of my life. If enough of us get our shots,
the government will no longer have an excuse to interfere with
our lives and businesses.
Unvax July 7% 20 74 26%
Unvax Sept 6% 16 78 22%
18
Now, just a few more questions for statistical purposes...
QEDOFR. What is the last grade of school you completed?
Vax Vax Unvax Unvax

July Sept July Sept
Less than high school degree 1% 3% 7% 4%
Graduated high school 34 35 45 51
Vocational school/Technical school 12 10 10 12
2 year Associate's Degree 16 17 16 17
4 year Bachelor's Degree 25 24 15 12
Post-graduate degree [e.g. MA, MBA, LLD PhD] 12 12 6 4
COLLAPSED CODES:
No college degree 47% 48% 63% 67%
College degree + 53 52 37 33
QSEX. What is your gender?
Vax Vax Unvax Unvax

July Sept July Sept
Male 44% 47% 50% 50%
Female 56 53 50 50
QAGECODE7. And for statistical purposes only, would you please indicate which of the following age groups you belong
to?
Vax Vax Unvax Unvax

July Sept July Sept
18-24 6% 10% 22% 18%
25-34 9 14 26 27
35-44 13 14 17 19
45-54 12 15 15 16
55-64 20 16 13 13
65-74 32 23 6 5
75 or older 8 7 2 2
19
QCHURCHGOER. And how often would you say you usually attend church?
Vax Vax Unvax Unvax

July Sept July Sept
More than once a week 2% 4% 4% 3%
Once a week 21 16 15 16
A couple of times a month 6 7 6 5
Less than once a month 9 8 7 8
Only on holidays 12 9 8 10
Never / Do not attend 46 49 48 47
COLLAPSED CODES:
Frequent 28% 27% 25% 24%
Infrequent 66 66 63 65
QMSTATUS. Are you currently married, living with a partner, divorced, separated, widowed or have you never been
married?
Vax Vax Unvax Unvax

July Sept July Sept
Married 60% 50% 34% 37%
Living with a Partner 8 11 18 16
Divorced 13 12 10 10
Separated 1 1 2 2
Widowed 5 3 3 3
Never Been Married 14 23 33 32
QKIDS. Do you have children 18 years of age or younger in your household?
Vax Vax Unvax Unvax

July Sept July Sept
Yes 23% 25% 40% 39%
No 77 75 60 61
QRACEX. Which of the following best describes your racial or ethnic background?
Vax Vax Unvax Unvax

July Sept July Sept
White 87% 86% 82% 85%
African American / Black 3 3 4 3
Hispanic 7 9 11 10
Asian / Pacific Islander 1 1 1 1
Other 1 1 2 1
20
QPARTYID. Generally speaking, do you think of yourself as (RANDOMIZE: a Republican, a Democrat, an independent)
or something else?
Vax Vax Unvax Unvax

July Sept July Sept
Republican 29% 24% 30% 30%
Democrat 34 34 10 12
Independent 28 26 32 30
No preference 5 10 15 17
Something else / Other 2 4 6 5
Don't know 3 2 7 6
QINTENSE. Would you call yourself a strong Republican or a not very strong Republican?
Vax Vax Unvax Unvax

July Sept July Sept
Strong 39% 37% 26% 23%
Not very strong 23 21 12 17
Don't know 1 1 1 1
Not asked 37 42 60 58
QLEAN. Do you think of yourself as closer to the Republican or the Democratic Party?
Vax Vax Unvax Unvax

July Sept July Sept
Republican 9% 7% 12% 17%
Democratic 12 13 5 4
Neither 14 19 33 30
Don't know 2 3 10 8
Not asked 63 58 40 42
PSCALE. Party Identification Scale.

Vax Vax Unvax Unvax
July Sept July Sept
Strong Democrat 20% 22% 6% 4%
Weak Democrat 13 12 3 7
Independent Democrat 12 13 5 4
Independent 14 19 33 30
Independent Republican 9 7 12 17
Weak Republican 10 9 9 10
Strong Republican 18 14 20 19
Not ascertained 2 3 12 9
PSCALE3. COLLAPSED:
Republicans 37% 30% 41% 45%
Independents 14 19 33 30
Democrats 46 47 14 15
Other 2 3 12 9
21
QPRESBALLOT. Who did you vote for in the last Presidential Election?
Vax Vax Unvax Unvax

July Sept July Sept
Donald Trump 37% 30% 46% 47%
Joe Biden 49 51 13 11
Someone Else 2 2 4 5
Did not vote 9 13 29 30
Prefer Not to Answer 3 4 8 7
QINCOME. Finally, which of the following income groups includes your TOTAL FAMILY INCOME in 2020 before taxes?
Vax Vax Unvax Unvax

July Sept July Sept
Up to $20,000 [19,999] 9% 17% 23% 23%
$20,000-$30,000 [29,999] 10 11 16 18
$30,000-$40,000 [39,999] 15 13 15 17
$40,000-$50,000 [49,999] 13 12 10 9
$50,000-$75,000 [74,999] 23 19 18 16
$75,000-$100,000 [99,999] 16 15 7 6
$100,000-$125,000 [124,999] 5 6 8 6
$125,000-$150,000 [149,999] 6 4 2 2
$150,000-$250,000 [249,999] 3 3 2 2
More than $250,000 0 1 1 1
COLLAPSED CODES:
Under $75k 70% 71% 81% 83%
$75k+ 30 29 19 17
DMACODE. Media Market (DMA - from sample).
Vax Vax Unvax Unvax

July Sept July Sept
Detroit 16% 15% 14% 12%
Flint-Saginaw-Bay City 18 17 23 22
Traverse City-Cadillac 10 10 11 13
Toledo 2 3 2 2
Lansing 11 14 11 12
Marquette 5 6 3 2
Grand Rapids-Kalamazoo-Battle Creek 32 31 31 29
Alpena 1 1 1 1
South Bend-Elkhart 4 3 3 5
Green Bay-Appleton 0 1 0 1
Duluth-Superior 1 0 1 1
22

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REPORT OF THE SMALL

SBAM COVID-19 REPORT – November 2021 2

Our goals in this work:

SBAM COVID-19 REPORT – November 2021 3

● 25,000+ TV and radio ads

● Hesitant But Ready: 20% of unvaccinated adults

SBAM COVID-19 REPORT – November 2021 4

SBAM COVID-19 REPORT – November 2021 5

• Karyn: A paramedic from Port Huron

To reach the target audience, outreach/advertising was developed for:

SBAM COVID-19 REPORT – November 2021 6

Digital Ads (general target):

Direct Mail & Social Media (GOP primary voters):

SBAM Member Communications:

SBAM COVID-19 REPORT – November 2021 7

Campaign results in the survey:

SBAM COVID-19 REPORT – November 2021 8

SBAM + other campaign results in the survey:

Learnings from closing survey:

SBAM COVID-19 REPORT – November 2021 9

SBAM COVID-19 REPORT – November 2021 10

Appendix A: Initial Survey Research

SBAM COVID-19 REPORT – November 2021 11

QTRUST5. Your family's doctor.

QTRUST14. Doctors and nurses from Michigan hospitals

QTRUST1. Local pharmacists.

QTRUST15. Public health officials from your local health

QTRUST4. National health experts, like doctors and

QTRUST10. Local grocers, salon owners, hardware store

QTRUST13. Local priests, ministers, rabbis, and other

QTRUST11. The Small Business Association of Michigan.

QTRUST12. Local TV News Anchors.

QTRUST7. Donald Trump.

QTRUST8. Waiters and waitresses at local bars and

QTRUST2. The National Rifle Association.

QTRUST6. Labor and union leaders.

QTRUST3. Members of local sportsmen, hunting and

I was worried about getting sick. 43

I was tired of wearing a mask, wanted businesses and

I wanted to wait until more people got the shot before I

I was worried about side-effects, but eventually decided

My doctor told me I should get it. 25

I had a hard time getting an appointment scheduled, but

I talked to someone I trusted who convinced me I should

I have travel planned and decided to play it safe and get

My friends and family were all getting it, so I decided I'd

I got it because it is President Trump's vaccine - his

My job required or strongly recommended that I get

Others were uncomfortable around me because I wasn't

I was offered an incentive (free coffee, free beer, free

I wanted to be able to enter the Vaccine sweepstakes. 2

Believe something they saw on the internet that

They already had Covid, so they don't think they need a

Don't think Covid is a big deal. 27

Insist that heath care experts are still divided on whether

Worried about short-term side-effects and don't want to

Concerned the vaccine could change their DNA. 17

Hard time getting an appointment scheduled or finding a