Erin Hall
COMS 311
Persuasive Campaign Overview Paper
The general focus of the community focused issue chosen for this campaign is the renovation of Ramer Field from grass to turf. This is a community-facing issue due to how it impacts various groups, including the women's soccer team and upcoming men's soccer team that will be joining in the fall of 2024. It also impacts others who attend UWRF or live in the community who wish to use the field. The main issue with the grass is the current state of the field, it can become wet and hold a lot of moisture which causes it to be unplayable in certain weather conditions. This causes major scheduling conflicts and adds to unnecessary maintenance expenses.
Addressing this issue proves to be significant in terms of providing a better playing surface for the women’s and men’s soccer teams and community users. Transferring to turf could improve playability during not so great weather, it would lessen the scheduling conflicts, as well as lower maintenance costs. This would also lower the chances of the field being messed up. For example, this past season, the wrong kind of grass was laid out and Ramer Field was given grass meant for golfing, so it came up easily and held lots of water. Turf offers a more sustainable option.
When it comes to related campaigns, there are none specific to Ramer Field renovations, but there are countless other events where universities have gone on to undertake the renovations and upgrades of athletic facilities. These campaigns have typically used fundraising efforts, community outreach, and engagement from stakeholders.
The chosen target audiences for this campaign are the decision makers, coaches, and potential donors. The decision makers in this case would be Chancellor Mario Gallo, Charles Sowa, and Crystal Lanning. The coaches are Sean McKuras, Steve Peterson, and Megan Rassmunson on the women’s side. On the men's side of things the coaches would be Evan Sassano and Bret Day. The potential donors would be individuals or organizations in the community willing to help fund the renovation project.
The campaign aims to persuade the target audience that investing in turf conversion is necessary to improve the quality of the field, reduce conflicts, and provide long-term benefits to the university and community. The desired action is for decision-makers to approve the project and for funders to contribute financially to its realization.
The approach to the target audience will involve presenting a proposal outlining the benefits of turf conversion, including improved playability, reduced maintenance costs, and increased opportunities for sports programs and events. Channels/platforms for communication may include presentations, meetings, written proposals, and digital communication. These messages appeal to the target audience's interests by emphasizing the benefits of turf, such as improved playing conditions, reduced conflicts, and cost savings. This pitch and initiative shows the principles of persuasive communication by presenting a compelling case for the renovation project and calling for action from decision-makers and potential donors. Overall, the campaign aims to build support for the transition to turf and secure funding for the project.