Research Chapter

Research Intro

In the process of research, it was important to establish the questions which we will be

answering. Our first question is about the kinds of technology kids use. We would like to get a

better understanding of how many kids in the age range of 12-15 use technology and what apps

and services they use on their technology. Are more kids in this age range using Facebook,

Twitter, Instagram, Snapchat, or Tumblr? The way we will be going about answering this

question in our suggested primary research for Straight Street NRV is by surveying kids in this

age range. This information would allow us to structure multiple messages in a variety of ways

to be able to make messages to isolate each platform and have a better overall effect. Also seeing

what gaming applications and music kids listen to can help enhance their experience at Straight

Street NRV. Providing the kids opportunities to play games and hangout and have an

atmosphere that is personalized to them while keeping the core values of Straight Street NRV in

mind.

The second question we are seeking to answer in our research is about past ‘Straight

Streeters’. We would like to get a grasp of the present condition the “Straight Streeters” are in

now to see if we can ask for donations for money, or try to focus on a certain way for fundraising

and getting donations from the alumni and see what available resources they may be able to offer

us and to speak with the people who best know what the program can do. This would also be a

great way to have a nice line of funds at Bobs disposal and the people who donate will know that

it will be for a good cause. We would also like to see if they wouldn’t mind donating some

resources if they cannot donate money, such as their time to come in and talk with the kids,

especially at the start of the program. To tell them how Straight Street NRV helped them out
personally and potentially set up a mentor/mentee relationship with some of the kids to help

more.

The third question we want to answer is about other youth groups in the NRV area. Can

Young Life be used as a resource or an ally and are there more groups like them around that

could be used as resources. With Young Life growing so rapidly, they are bound to have some

kids that are troubled or are in need of a little more “love” as Mr. Anderson said. Straight Street

NRV could potentially contact Young Life as well as other organizations around the NRV such

as the Boys and Girls Club and 4-H to try to funnel some of these kids who may need extra

attention to Straight Street NRV’s program. Not only would it be beneficial for the kids but it

would be beneficial to build relations with the other organizations for possible joint events and

projects in the future.

The fourth and final question we want to answer in this research focuses on other

organizations. Would schools, rec sports teams, and other similar organizations in the NRV area

be willing to work with us in getting the message of Straight Street NRV in front of the kids eyes

on a day to day basis so that it is always around them. Spreading the word of Straight Street

NRV to get the youth to know what it is about starts at what the kids do every day and getting

them to believe that coming to Straight Street NRV on the weekends is what everyone does. If

we can get the coaches, teachers, and organizations who can only deal with the youth on the

weekdays to talk and introduce Straight Street NRV as an alternative to just sitting around on the

weekends and continue to hang out with their friends then we can raise awareness exponentially.

The secondary research was conducted for a span of a month starting at the beginning of

October and includes research into Snapchat and Facebook as well as issues that the youth are

facing in today’s world such as sex trafficking and drug addiction as well as youth suicide. The
statistics are quite troubling and may be of use when attempting to sway parents and kids who

are considering coming to Straight Street NRV. The most important thing is letting them know

they are not alone and they can come here for comfort and help. The Primary research we are

suggesting Bob Anderson should conduct is through a survey of questions that we put together.

The survey is made mostly of open ended questions because the kids are not to be quantified.

Their opinions matter and the open ended questions will give a more well-rounded generalization

of what the kids want. Other primary research done was talking to a few younger siblings who

are ages 11-13 and seeing what they would want in a youth program of this nature.

Primary Research

Primary research is crucial to this campaign to get a general opinion from our target

audience. To reach our target audience we need to conduct a survey for high school students in

our assigned county of Floyd, VA. The survey can be brought to the Floyd County School Board

and have it approved for us to send the survey out to local attending high school students. In

Floyd County there is only one high school, Floyd County High. This high school contains 8th-

12th grade students, which is right in our target audience age range, with about 800 attending

students. For this survey our group has agreed on using short answer and open-ended questions,

rather than using multiple choice questions or close-ended questions. Close-ended questions limit

the respondent to the set of alternatives being offered, while open-ended questions allow

respondents to express an opinion without being influenced by the researcher. We feel that

having the students answer in their own words would give us a better understanding of what

today’s youth are or aren’t interested in attending Straight Street NRV on the weekends for. It

also is an opportunity to receive insight into what today’s youth are already doing on the

weekends. The answers to these questions would influence activities that can be provided by
Straight Street NRV. To get Straight Street NRV up and going it is crucial that we know how to

steer today’s youth away from making poor decisions on the weekends and to bring them to a

welcoming, fun, and safe place to hangout.

Sample Questions:

· In a sentence, what do you do on the weekends?

· Have you ever heard of Straight Street NRV?

· If not, it is a nonprofit organization for high school students

in the New River Valley area aimed to help youth out of trouble and giving them

something more fun and productive to do on the weekends. What would potentially

interest you about attending Straight Street NRV?

-If you wouldn’t be interested in attending, what could spark your interest in attending?

-If transportation is a concern, would you be interested in Straight Street NRV providing you

transportation?

-If Straight Street NRV sounds like something you would attend on the weekends, what are some

suggestions of activities or events you would like to go to?

Another source of Primary research would be getting contact information from local

organizations, churches, and businesses that would be interested in potentially helping with

fundraising, or give us simple advice on publicity tactics to help get this organization spread

through media channels, or word-of-mouth. In our assigned county in the NRV area, Floyd

County has 20 churches, six nonprofit organizations, and two youth oriented programs in the

area. Contacting these organizations will give us ideas on fundraising, possible donations, and

possible references to help publicize Straight Street NRV.

 Some primary research we conducted was talking with some of our siblings or family

members. When Twizz asked his three siblings how they would feel going to a youth group on

the weekends they said that it sounded like fun but that they would have to see how fun it was to

keep going weekend to weekend. They were also asked what kinds of games that they would like

to play the two boys responded with Minecraft and Racing games as well as Madden and

NBA2k. So obviously the video games and sports are on the boys’ minds. However, his sister

said she would like to dance and “make fun art things” with her friends.

Secondary Research Findings

Demographics

Understanding the demographics in the New River Valley area is going to be critical to

getting Straight Street NRV started up again. It is imperative to know things like what parts of

the NRV area contains more youth than adults and vice versa. Knowing this information can help

us figure out which areas need more attention than others and what type of messages we should

focus on getting out in a certain area. Demographics can also help us figure out the death rate in

the area so we can put into perspective how much the youth is really at risk. Once we figure out

that information we can use that as an opportunity to open the eyes of the youth and the parents

living in the NRV area. This information will help us educate people of the dangers of living in

the NRV and show how being a part of Straight Street NRV can help the youth stay out of

harm’s way and make a positive change in the community. Another demographic that can really

play a major part in helping get Straight Street NRV off the ground is religion. Since Straight

Street NRV is a religion based program, knowing what religion is most popular in certain areas

would be very helpful. Finding areas in the NRV that are very religious can be a point of focus

for Straight Street NRV to capitalize on when trying to get the message out there that they are
coming back to the New River Valley. According to the NRV census in 2010, there are roughly

26,000 people between the ages of ten and nineteen in the New River Valley area. By the year

2020 the number is expected to increase to about 29,000.

Snapchat & Facebook

Snapchat was founded in September of 2011 by CEO, Evan Spiegel. Currently “Snapchat

HQ” is located in San Francisco, California. Snapchat is and interactive social media app in

which you add friends and communicate with them via 15 second disappearing videos or

pictures. Within the app you can personalize the videos and pictures you take to give a nice spin

on your message You can either send videos or a picture/selfie with a message to your friends or

audience to inform or entertain them. However, since snapchat has the 15 second interval for a

video it makes you be more concise in what you want to say to the audience because people

come to snapchat to get their information quickly and easily. Snapchat also allows you to create

your own personal filter so Straight Street NRV could have their own “Snap Filter”!

Snapchat, as of 2017, has a daily average of 173 million active users per day and 300

million monthly. Whereas Twitter has 140 million active per day and Snapchat is showing signs

of growing even more rapidly where Twitter shows signs of stagnating (Kastrenakes, 2016).

Snapchat also appeals more heavily to the youth with its median average age being 18-34 and 71

percent of the users are under 34 years old. People under the age of 25 use snapchat use it for 40

minutes on average per day with active people opening the app more than 18 times a day (Aslam,

2017).

With so much activity on this app, businesses have taken advantage and have come up

with different ways of using this app for the benefit of their company. With snapchat you can

provide access to live events, for example you could take a video and post it to your “Snapchat
Story” and all of your friends who have you added will be able to see it for the next 24 hours and

will be able to give live access to the kids that may not have been able to make it as well as give

some kids incentive to go who have not been before.

Snapchat allows you to offer contests, perks or promotions to your audience and allows

you to give back as well as pull in people at the same time. For example, Grub Hub exceeds in

engaging with their snapchat community by offering promotions and deals on snapchat. They

were the very first to run a “Snapchat Scavenger Hunt” in which each day they encouraged their

audience to post a daily snap story and send in a daily snap of food.

You are able to partner with influencers and allow someone to “take over” your

snapchat and they speak through your account. With this strategy it allows you to reach out more

to other audiences as well as get your current audience excited. For example, you could get

someone with a lot more social media following than you to direct their audience to your

snapchat, which makes more people add you as a friend that you did not have before and allows

you to build a little more awareness in the process.

You can set up and provide a behind the scenes access to your community and flaunt

what you have. For example, Everlane fashion company tries to educate consumers about their

manufacturing process and warehouses as well as give tours of the offices to give more of a

personal connection with the audience and the organization. Most widely known is delivering

private content and basically have a one-on-one interaction with your audience through your

snap story. The best example of this is DJ Khaled. Khaled uses snapchat to constantly stay in

touch with his audience and talks in his videos as if he is talking to you directly. This allows you

to build a strong following in snapchat as well as integrate all the other methods of using
snapchat a little more smoothly because your audience is almost looking forward to seeing what

you are going to post for them the next day.

Facebook on the other hand, needs a different approach than Snapchat. Where in

Snapchat you use concise information to get across points quickly, Facebook allows you to put

up as much information as possible and build off of that information for further use. Facebook

allows for you to constantly put up information about upcoming events, what you are doing in

the community and to engage with people.

As of November 1, 2017 there are over 2.07 billion active Facebook users monthly and

about 1.37 billion people who log into Facebook daily which means even if most of the youth

doesn’t pay too much attention to Facebook much these days, their parents for sure do. An

interesting statistic is that on Thursdays and Fridays, Facebook has 18% more engagement than

the other days, which means these could be optimal days to get people excited to drop their kids

off on Saturday night so they can go out and have fun.

Sex Trafficking & Drugs

It’s no secret that youth today are increasingly exposed to things they should not have to

be exposed to at such young ages. Human trafficking, believed to be the third-largest criminal

activity in the world, is a form of human slavery which must be addressed at the interagency

level. Human trafficking includes forced labor, domestic servitude, and commercial sex

trafficking. It involves both U.S. citizens and foreigners alike, and has no demographic

restrictions (“Human Trafficking,” n.d.). Whether voluntary or involuntary, human sex

trafficking is a heinous crime where people are typically coerced to engage in these acts through

things such as blackmail, threats, fraud, physical and mental abuse, etc. Typically, with this kind

of ‘work’ people are paid horribly or not even at all.

 For this topic, we conducted research from a broad scope to a narrower one, starting with

the world as a whole, it’s no shock or surprise that sexual exploitation is indeed a global

problem, but because of this a lot of people think it doesn’t happen close to them, maybe even

right in their backyard. In an article on pbs.org it states, in 2001, the FBI estimated 700,00

women and children were trafficked worldwide, UNICEF estimated 1.75 million and the

International Organization on Migration (IOM) merely 400,00. In 2001, the UN drastically

changed its own estimate of trafficked people in 2000 – from 4,000,000 to 1,000,000 with 14,500

to 17,500 trafficked into the U.S. (Frontline, 2006). These statistics are alarming and fortunately

groups like The Federal Bureau of Investigation (FBI) are already on high alert and caution for

people smuggling and trafficking humans. An even worse statistic I found from the United

Nations Office on Drugs and Crime (UNODC) was, worldwide, almost 20% of all trafficking

victims are children. However, in some parts of Africa and the Mekong region, children are the

majority (up to 100% in parts of West Africa) (Unocd.org, n.d.).

As disturbing and as sick as it is, it’s very much a reality. Sex trafficking as stated

previously is happening right out our back door here in the New River Valley (NRV) on

interstate I-81 and in surrounding counties and cities. From local news report, two men have

been charged with prostitution-related offenses following the bust of a prostitution ring in

Fairfax County. Authorities say members of the violent street gang the Bloods were selling four

17-year-old girls for sex inside an extended stay hotel in Herndon (Brown, 2015). In another

article I found, some more alarming statistics were stated, shared Hope International, a sex

trafficking victim advocacy group, claims that “100,000 American children are exploited through

the commercial sex industry each year. The average age a child is first exploited is 13 years old.”

It stands to reason that if 13 is an average, much younger children are frequent victims. The
National Center for Missing and Exploited Children estimates that one out of every seven

runaway children becomes a victim of sex trafficking, and that the average lifespan of those who

are exploited is seven years beyond their initiation (Long, 2014). And even worse sex traffickers

love to target those who are vulnerable and in need of love and/or importance, CNN has an

article that states this perfectly, more common in the U.S. are traffickers who exploit abused

runaways or so-called “throwaways” – children abandoned by their parents and living on the

streets (McLaughlin, 2009).

So are troubled teens and youth in this area susceptible to being in one of these

predicaments because they felt unloved or unwanted? Are they more likely to runaway rather

than not? What’s going to stop them from making that choice? According to the National

Runaway Switchboard and the Center for Adolescent Recovery and Education, more than 1.5

million teens run away from home each year. While there are many different individual catalysts,

the underlying cause for teens running away from home is due to some sort of emotional burden

they are carrying. Ultimately, these teenagers may feel as though they have no one to turn to, and

running away is simply a cry for help (Fisher, 2013). Teens and youth runaway from many

different reasons, some simply being the lack of a family bond, having trouble at school, sex,

drugs, and even persuasion and coercion.

Youth Suicide

Suicide in the 10th cause of death in America. Suicide is the third leading cause of death

in today’s youth between the ages of 15-24. 50% of youth complete suicide by firearm. “90% of

teens who complete suicides have some type of mental health problem, such as depression,

anxiety, drug or alcohol abuse, or a behavior problem. They may also have problems at school or

with friends or family, or a combination of all these things.”, according to Teen Suicide Statistics
(2017). Statistics suggest that most suicides that are completed are young females. Suicides rates

have gone up since 2007. In regard to specifically the NRV area there isn’t any form of

information, obituaries, newspaper articles retaining the suicides that have occurred in their

youth over the years.

Most of the time the families do not want to make anything public. It was alarming to

find out that there isn’t any information or statistics about the suicide in the youth in that area. It

was also alarming to know that in Floyd County there are only two mental health care facilities.

New River Valley Community Services and Floyd consoling and care management, are two

metal health facilities in Floyd County.

Other Programs in the NRV

Big Brothers Big Sisters of Southwest Virginia is an organization that was founded in

1953 in Roanoke. In 2002, Big Brothers Big Sisters of the New River Valley merged with Big

Brothers Big Sisters of Roanoke Valley, adding Montgomery County, Pulaski County, Floyd

County, Giles County, and the cities of Blacksburg, Christiansburg, and Radford. This

organization covers many of the same areas that Straight Street NRV is looking to tap into. As

we mentioned earlier there is a possibility Straight Street NRV could take over mentoring some

of the overflow from this organization. Creating a partnership that would be mutually beneficial

to both groups.

The Rock Youth Center of Pulaski, Inc. is another organization that focuses on youth

development. They just started this year and are a youth center which provides kids the

opportunities to be mentored one-on-one in their schooling. They have games of basketball,

kickball, and dodgeball every week. And provide biblical messages of hope to students and

families. They also have a partnership with the Dream Center to provide hundreds of boxes of

food to families each month. This organization seems to have similar goals to Straight Street

NRV. Since this organization is still very new this could be an opportunity for Bob to connect

with them and do events together and combine resources.

According to the Virginia Cooperative Extension website, “4-H is the youth development

education program of Virginia Cooperative Extension. 4-H is rich with learning experiences

where young people partner with caring adults and volunteers in a fellowship unlike any other

program available to youth today. Through 4-H, young people are encouraged to participate in a

variety of activities that emphasize 4-H's "learning by doing" philosophy of youth development”
(2017). 4-H does a lot of events all over the state and in many of the same counties that Straight

Street NRV is looking to target. Pulaski, Giles, Floyd, and Montgomery county all have their

own branches of the Virginia Cooperative Extension. The organization also does camping events

which could be a great partnership opportunity in the future.

Young Life is another organization that might be beneficial to have some kind of event or

partnership with. Young Life NRV works with high school students from Auburn high school,

Blacksburg high school, Christiansburg high school, East Montgomery high school, and Giles

high school. Additionally, Young life NRV works with middle schoolers from Auburn middle

school, Blacksburg middle school, Christiansburg middle school, and Shawsville middle school

through their program, ‘WyldLife’. Young Life also has a chapter here at Radford University as

well as at Virginia Tech. There is so much opportunity here for a partnership to form between

some of these Young Life chapters and the Straight Street NRV organization. Listed below is the

contact information from the Young Life NRV website for the school leaders of these areas.

Young Life NRV school leaders contact(s):

Christiansburg High School- Abby Davison - abby2@vt.edu

Christiansburg Middle School- Nick McDaniel - nichom5@vt.edu

Shawsville Middle School- Leslie Figueroa - figueroa.leslie31@gmail.com

East Montgomery High School- Chase Ferrell - chasef33@vt.edu

Giles High School- Spencer Elliott - spenme1@vt.edu

Auburn High School- Danny Kling- Danielrkling@gmail.com

Auburn Middle School- Carrie Dunsmore- Carried@vt.edu

Blacksburg High School- Katie Herold- Ktherold@gmail.com

Blacksburg Middle school- Jack Wynne- Johnw18@vt.edu

Situational Analysis

Strengths- Straight Street NRV has been around the New River Valley since the late 90’s and

clearly had a lasting impact on not only the youth but also the families and surrounding

community. There are many strengths Straight Street NRV has that may not have even been

recognized. Designed specifically for today’s youth and those youth who are in need of direction.

Straight Street NRV has set themselves apart from other local youth groups. Straight Street NRV

is focused on Saturday night events, whereas other youth groups are generally on Wednesday’s

and Sunday’s. When Straight Street NRV was in the area previously, they already have an

established name and reputation. Around the NRV, word-of-mouth is extremely prevalent and

the established relationships they have built will hopefully help them grow and succeed to being

back in a permanent location and helping today’s troubled youth. Corporate Social

Responsibility is already established beyond regulation for the care, love and wellbeing of

today’s youth and tomorrow’s future. Furthermore, Reverend Bob Anderson has personal,

legitimate, experience. He knows what things happen all around, every day and has had to

overcome personal issues that have led him to his calling; helping today’s youth and giving them

what they need but having a fun, safe, positive, and loving environment to just hangout.

Weaknesses- Some weaknesses noticed in the organization is it’s lacking basic needs to be an

actual organization. Straight Street NRV currently has minimal staff, low funding, and lack of a

building. These are key necessities for having an organization. Without these basic needs the

organization is not able to live up to its full potential. Lacking all these things leads to minimal
volunteers. People aren’t going to want to donate their time or money with an organization that

changes locations every weekend.

Publicity is a huge factor in gaining people’s awareness. Straight Street NRV currently only has

a website, Facebook, and twitter. Unfortunately, none of these sites spark much interest due to

the lack of dull content. Straight Street NRV needs updating on all of their social media sites and

need to possibly think of expanding to more updated social media and technology capabilities.

They are bland and don’t look very exciting. Not only does publicity lie in media, in this area

people tend to respond to good word of mouth information spreading. This organization is new

and not a lot of people are aware of this opportunity. Logos are huge when you want people to

know what you are and what you stand for. Currently Straight Street NRV’s logo is a street with

a cross. This organization isn’t a “bible thumping” organization, so seeing that cross on the logo

is contradicting. The logo could be a turn off for some kids who aren’t interested in any religious

affiliations.

Opportunities- Straight Street NRV is able to capitalize on many opportunities in the New River

Valley area such as the high use of technology among the target demographic that they are going

for young life, fundraisers and much more. Young Life can arguably be a threat or an

opportunity for Straight Street NRV, depending on how they approach it. Straight Street NRV

could work with young-life by targeting the teens whom are “troubled” and may need more

support and comfort than the rest. They could invite these particular teens to be around similar

people like them to know that they are not alone being young and troubled. With more and more

of today’s youth having access to social media and the internet the opportunity to spread a

message to the youth in the NRV is huge, considering there isn’t much to do out here other than
play on your phone or go to school. Considering how little there is to do in the NRV area for

younger kids, this can be seen as an opportunity as well, to be there to give them something

interesting and fun to do.

There are also plenty of people and contacts that would be able to support Straight Street NRV in

the NRV area such as the already established relationships with the churches, the Straight Street

NRV Alumni, or the “Straight Streeters” who participated in the program that was around in the

90’s, and having already built corporate social responsibility in the area. Reverend Anderson has

established the corporate social responsibility by bringing together a group of preachers and

ministers to make sure that he does not step out of line, and if he does then they have the right to

make sure that he is accountable for his actions.

Threats-The threats that stand in the way of the revitalization of the organization Straight Street

NRV in the NRV area include competition with young life youth groups throughout the NRV.

As well as the boys and girls clubs. Bob had mentioned he had previous encounters with this

organization and not wanting to help. Kids between the ages of eleven to sixteen are the target

public. These kids will be sparing with their free time after taking into account sports and other

after school engagements. Local churches could also be a point of drawback for the organization

as many churches have their own youth programs which they are trying to grow themselves.

Roanoke Straight Street NRV could also possibly draw people away from Bob Anderson and his

own Straight Street NRV organization. Another threat is that most high school kids have very

busy schedules and either go out with friends on Saturday night or stay in and relax. Getting

them to change their schedule and change their habits will be challenging but not impossible.

Analysis
 With the research we have done so far, Bob Anderson can further Straight Street NRV’s

vision of growing into a prominent youth group in the NRV area. With the information given for

snapchat and Facebook there are detailed strategies of ways bob can deliver information to his

audiences. There are specific ways of targeting an audience with a specific message for different

social medias, for example in Snapchat you have to remain concise and to the point in under 15

seconds, whereas for Facebook you are continually building and maintaining an ongoing

relationship with the audience.

The information gathered on sex trafficking, teen suicide, and drug abuse can be used to

sway the opinions of parents and what they allow their children to do on the weekend. It can also

open they eyes of some young people out there to realize that they are not alone and that Straight

Street NRV can be a safe and comforting place to escape the dangers of these issues.

Limitations

A huge limiting factor of this research was the fact we are not able to hand out the

surveys ourselves because the information we need is from people under the age of 18 the IRB

would not allow it for a while at the least. We were restricted to only being able to have casual

conversations with the kids we either knew or were close to in order to find out information

about their opinions. Due to this we were forced to use a convenience sample which may not

represent the general opinions of the NRV as a whole. Which is why the survey questions were

created to hand out to the youth in the NRV area when the time comes. The Second limiting

factor was that there wasn’t much information for the local level especially among the suicide

rates for the youth. This is believed to be like this because of the stigma that may come along

with it and the families in these small towns would rather not have their personal information get
out. Often they try to push it under the rug and the access to the information such as suicides and

abuse were very limited when it came to the local level.

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