Communication Paths

With our state-wide campaign, one might think that we would be looking into large media outlets like the radio, television, or newspapers; however, our objectives require a much more localized approach to getting out our message. The first line of communication is through the website. The website is already set up, and will just add a link which will lead to a page all about Livestock Handling and Showing Ethics. It will be accessible to all demographics including the teachers, extension agents, students, and even community members who are curious. There would not be any cost to this because we already have the domain for the website, and the webmaster is already paid to work with projects such as this.

The second mode of communication will be through brochures and face to face contact. We will be sending out interns and representatives to the State Fairs, classrooms, State Convention, Alumni Camp, and even to communities to spread the word. The campaign posters, flyers, brochures, and pens will be costly; however, our efforts are being directed toward those who are involved in livestock. The best approach to teaching and educating ethics in the show ring is one on one interaction and dialogue.

The third line of communication would be through a video at Oklahoma FFA Convention. We want to have ‘commercials’ running before and during the sessions. FFA members are a main target audience. We believe that educating 4-H and FFA students will help curve any trend of unethical behavior that perhaps has been growing for the past couple years. With the se commercials, we do not want to merely do a PSA, but instead incorporate humor and catchy slogan which will stick in the young adults mind and impact them.

Another couple options might be a PSA through NPR or other community radio shows. We worry though that this is not going to our target audience and may be received negatively by others. Television is along the same lines. Because many people from all different walks of life watch TV, we worry the education might be perceived as ethics being a manifestation of a problem across all livestock shows. That is not the objective of the campaign. Instead we want to remind and reeducate how we define ethics in the show ring before something tragic happens.

Newspaper ads might be an option, but perhaps we can have extension agents and teachers write letters or facilitate that sort of dialogue. Since newspapers are a communication tool that is viewed by the masses, we would like a well respected community member making comments and references to our campaign instead of us splattering ethics at livestock shows all over the front page.

Personally, I think the brochures and promotional items will be the best. They allow representatives to talk to those who are in the show ring and who can make the adjustment. With these communication tools the objective would be shared with the correct audience. This could then lead to reform in how we treat livestock and shows where young students exhibit those animals.

Money Money Money

Since we are acting as the Oklahoma Youth Expo, many of our expenses are paid through grants and sponsorship. With our program to combat cheating in the livestock arena, we are hoping to get 2-5 sponsors who will fund this effort. We will take on an intern who will be compensated for their efforts in making sure that many of the details are taken care of. We will need money for the brochures, flyers, posters, and promotional items. The hours spent by the workers will not need more compensation than their already paid wages. The largest amount of the budget will be spent on promotional tools and then traveling expenses to the Oklahoma State Convention and communities in Oklahoma throughout the year including schools, 4-H programs, and various FFA events.

Promotional materials will include a video made by the FFA officers, a full out booth with includes posters and banner. The promotional gifts, which can be t-shirts, jackets, show gear, bumper stickers and pens, will come through donation from our sponsors. The other component of traveling will take up about half of the budget. The main use of transportation will be vehicle and thus the price fluctuation will depend on gasoline prices; however, OYE will be compensating the promoters for the gas they use on business approved trips. The show gear can be donated directly from the manufacturers. We will probably make the t-shirts and jackets, but offset costs by adding logos to them from sponsors. Pens, bumper stickers, and the booth set up/information packets will all be costs we take on as an organization.

The intern that we select will not be full time. They will only be working for us in the summer and winter break full time. During their school year, because we want to have preferably a college senior, they will remain active, but on a smaller scale. Their compensation will be a lump sum set out at the start of their employment. The monetary supplement will be given out in increments.

The man-power will be the most costly part of the campaign. Since this is only for one year, it is not feasible to hire a full time position. With only an intern to chair the efforts, other leaders will have to be sought out to do some promoting on our behalf. If they are given anything for heir efforts, it will be a promotional jacket. The head directors will also be charged with the extra responsibility of helping assist in areas of the campaign that already fall under their responsibility list.

To cut out some costs, we could also use OALE as a resource to spread the campaign. Since they are already going around the state, they could pick up more hours by helping advocate the message.

The building and overhead cost will still be paid for and used as the normal set up. We should not have to be concerned with normal cost that a campaign would be looking at if they were starting from scratch. It is fortunate that we are already established and credible so taking on a year long campaign will be not a painful to the budgets when comparing it to a not so well known organization.