Summary of Activities and Findings

Summary of Activities and Findings

by Campaigns Class Students
Fall, 2007; Professor: Frauke Hachtmann

As part of the academic tradition at the College of Journalism and Mass Communications, students of one section of the Advertising Campaigns course took up Strategic Discussions for Nebraska as its client. The class divided into two teams, and both teams devoted the entire semester of coursework to developing a campaigns plan on how to promote SDN to opinion leaders in selected areas and to understand immigration in Nebraska in general.

They presented their findings on December 10, 2007 to an audience of students, CoJMC faculty and staff, as well as to Steve Hill from the University of Nebraska Foundation and to the UNL Logo and Design Compliance Specialist.

A brief summary of their work, including the various techniques and methods used, are presented below.

The Process
The two groups conducted preliminary research that enabled them to launch their campaigns plan. The techniques employed included:

  1. Situation analysis- identifying other organizations working on the issue of immigration in Nebraska and analyzing their primary goals with SDN objectives
  2. Documentary and online research
  3. Interviews with key opinion leaders in the selected communities
  4. Use of Survey Monkey ( to conduct a preliminary survey to a random sample of Nebraska residents on the issue of immigration
  5. Presentation of their campaigns plan

There are a number of non-profit organizations with varied objectives that work on the issue of immigration and other public policy concerns. However, the groups have identified that the SDN is unique in its objective of promoting dialogue among Nebraskans to bring about wider public policy impact.

The groups also pointed out the limited number of documents and other research on the topic of immigration in Nebraska. Thus, it became necessary to conduct some interviews and administer a preliminary survey to get a general understanding of the issue.

Interviews conducted by the two groups with public officials, media professionals, religious, business and other opinion leaders.

SDN Projects

Strategic Discussions for Nebraska: Food Scarcity

Opportunities for Nebraska, Volume Three: Food Scarcity is the third annual publication of Strategic Discussions for Nebraska, exploring the importance of University of Nebraska research on the way we live- and on the way the world lives. Read more>>

Strategic Discussions for Nebraska: Energy Climate and Sustainability

Opportunities for Nebraska, Volume Two: Energy, Climate and Sustainability is the second annual publication of Strategic Discussions for Nebraska that explores the impact and relevance of University of Nebraska research.

Watch and listen as experts tell the stories of research and innovation at the University of Nebraska- one of the top research universities in the United States. Read more>>

2010 Opportunities for Nebraska 
Opportunities for Nebraska is the first magazine in a series that showcases University of Nebraska-Lincoln research. The world population is expected to grow to nine billion by 2050 and this research will result in producing twice as much food with the same amount of land and water. Watch and listen as UNL experts tell the stories of research and innovation at one of the top research universities in the country!

Ord Community Study
UNL student researchers along with SDN conducted a major research project to study the ways Ord residents communicate about what is happening in the community.

Immigration in Nebraska
Published in June 2009, Nebraska's Economic Future includes a summary of findings; stories based on individual interviews; summaries of community conversations; and articles written specifically for this magazine. The articles represent varied geographical perspectives as well as perspectives on various parts of the state's economy.

Immigration in Nebraska
SDN published research on Immigration in Nebraska for the project's initial study in May 2008. We selected Scottsbluff, Lexington, Crete and Omaha and looked at the impact immigration has had on those communities.