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Executive Summary

M O R E THAN MEDICINE ES1

This campaign is about empowering KU students to live healthy, active lifestyles by participating in health and wellness programs offered by the Student Health Center. This will help the Student Health Center sponsor co-dependent relation-ships with the Ambler Student Recreation Fitness Center, KU Recreation Services and local grocers. This campaign is also about establishing a precedent of trust and quality care between students and doctors. Students will begin to recognize that the Student Health Center is approachable, caring, credible, positive and profes-sional. As a result, you will build a trusting and lasting relationship with the student body by establishing the BEak Healthy brand as the face of SHC.

Using Beakers as the spokesbird to relay information to students in a way they will listen will make them eager to use SHC and begin to think of it as a center for healthcare as opposed to a place for services. Students will connect with students by becoming brand ambassadors. This once again builds a lasting relationship between SHC and the students. At the end of a KU student’s college career he or she will look back knowing that SHC was there for the best and the worst of times.

BEAK GREATER

M O R E THAN MEDICINE

What You’ve StartedBEak Healthy is a strong brand concept and a lot of time and resourc-es have been invested into it. With things such as the Beakers Mobile, creative condom packaging, BEak Healthy Twitter and toilet talk you have been successful in getting the word out to students. This cam-paign will focus on enhancing and expanding the BEak Healthy Brand making it immediately recognizable to the entire student body. Students will be able to connect with this brand and will become more excited about using the Student Health Center.

At the University of Texas, Healthy Horns was an immediately recog-nizable connection for students. BEak Healthy will mimic this for the students of KU. Health and wellness issues can be difficult to talk about, but BEak Healthy will present them in a less intimidating way. The foundations and ideas of BEak Healthy are great and should not be ignored.

1I

M O R E THAN MEDICINE I2

BEAK NAMED

Become a CenterIn focus groups, students said they connected with the idea of a center as opposed to a place for services. Therefore, you will rename Student Health Services to the Student Health Center. Students will begin to think of the Student Health Center as a “hub of health.” It will be a place they can go for all of their health needs from clinical to well-ness to stress management. With the addition of the coffee shop, it will also be a place for students to unwind or stop in on their walk to class. Since a remodel is in the near future, it is a perfect opportunity to create an inviting environment for students to study, grab a coffee or pick up their prescriptions.

Students will feel safe in this newly named environment. BEak Healthy signs will indicate when it is necessary for students to turn off their cell phones or indicate quiet areas at the center. Each member of the administrative staff should wear matching shirts that indicate they are a trusted member of the Student Health Center team. This will keep the brand consistent and create a better envi-ronment at the center.

In Georgia, students were confused by the name Student Health Services. They felt the term “center” would attract more students.

BEAK BRANDED


Launch the Brand

B E A KHEALTHYSTUDENT HEALTH CENTER

BEak Healthy will be a successful brand if it is consistent. BEak Healthy should be on everything from the administrative staff’s shirts to infor-mational posters. Putting the logo on every single promotional item will strengthen the brand and make it immediately recognizable to each KU Student. The BEak Healthy brand is a strong concept that students will respond positively to.

At the University of Texas, the Healthy Horns brand was successful mostly because students saw it all over campus. There was not a single promotional piece distributed by the University of Texas Health Center that did not show the Healthy Horns logo. The administrative staff at the University of Texas Health Center wore matching shirts, which showed uniformity and consistency among the staff as well as the brand. By implementing a system such as this students will know who can answer their questions and who is a trusted member of the Student Health Center staff.

I3

BEAK FUN


Meet the spokesbird

At the University of Georgia, the Healthy Dawg brand is all over campus. It is a fun, positive take on the Georgia Bulldog that has become the “spokesdawg” for the University Health Center. SHC will use the Beak face, already found on “Beakers” and other BEak Healthy promotions, as its mascot. This spokesperson, or rather “spokesbird,” will be named Beakers and serve as a useful way to communicate with students. They want positive suggestions rather than being told what they cannot do. Beakers will enlighten students about ways to stay healthy and inform them about the services that SHC offers. Beakers is an approachable advocate for SHC that will allow SHC to get the word out about the center, create a friendly relationship with students, and get involved in the campus community.

In focus groups, students voiced that they want to be addressed by SHC in a positive manner.

I4

BEAK RELATABLE


Brand AmbassadorsBrand Ambassadors are a good way to get the word out about the Student Health Center. Students connecting with students will build a relationship based on trust and experience. Students are more likely to go somewhere that is approved by their peers. These ambassadors will be primarily sophomores and juniors with extensive knowledge about SHC and its programs. This position should consist of 15 students who are eager to be involved on campus. They will act more as a marketing team as opposed to a group of students giving medical advice and should be primarily focused on guerrilla marketing tactics.

These tactics include tabling on Wescoe, especially at the beginning of the year, promotional events during Hawk Week and promoting social media through prize giveaways. At the University of Georgia, the UHC made use of brand ambassadors that they dubbed Healthy Dawg Ambassadors. These students worked on the front lines, facili-tating prize giveaways and handing out promotional items. The afore-mentioned BEak Healthy ambassadors would work in the same manner for the SHC.

“I always felt that it was kind of intimidating, if someone is doing a tabling event, to go up to an adult and start talking. It’s just kind of an awkward dynamic between an adult and a student when you’re talking about health.”

Paula Klasek, University of Missouri SHAC member

I5

BEAK


Meet the Staff

PERSONABLEIn focus groups, students voiced a desire to know more about the doctors at SHC. Parents expressed the same concern. They want to know whom their child will be seeking health care from. To address this issue, you will have “About Me” pages. These pages will consist of doctors’ credentials, bios of the their personal interests outside the center and pictures of them in settings that don’t require their lab coats.

“I think something else that would be helpful is to somehow communi-cate to parents the experience and the per-sonnel at Watkins who will be treating the students because I’m not sure we fully under-stand that or have as much confidence as maybe coming home to our own doctor.”

By featuring personalized descriptions and pictures of the doctors outside of the center, the doctors will be humanized and seen as more approachable by the students, which will be consistent with the mar-keting communications strategy. This will also make students less apt to visit their family doctors by removing parents’ concern of seeing a new doctor and making students feel more at home.

Wichita Parent Focus Group

I6

BEAK


Connect with Parents

INFORMEDParents want and need to be informed about their child’s health care. The easiest way for parents to access this information immediately is on the web. SHC will add a “Parents Tab” to their website. This tab gives SHC the opportunity to build relationships and talk directly to parents. In focus groups, parents expressed concerns about insurance, seasonal health, study abroad and services already included in tuition. Parents said they get the first call when their student is sick. If you give parents the information they want, they are more likely to encourage their students to use SHC. Additionally, letting parents know about your partnership with Study Abroad is vital. Getting everything done before studying abroad is stressful and if students know they can stop in at SHC for their pre-travel screening they will take advantage of this service.

Some parents said they would like constant updates on the happenings at SHC while other parents said they didn’t want to be contacted. Therefore, you will create an opt-in/opt-out system for quarterly newsletters. This will be featured under the parents tab on a side panel so it is always visible. It will allow parents to enter their email address voluntarily to receive updates about SHC and campus health.

“I think that [a parent’s tab] would be perfect. I think that’s the best thing they could do.”

Overland Park Parent Focus Group

C1

BEAK CONNECTED


Create a Mobile AppCollege campuses are dominated by technology. Students want their information and they want it fast. Because of this, SHC will generate a mobile app. A mobile app will allow SHC to connect with students no matter where they are or what they are doing. The app will hold basic information such as hours of operation, maps of the facility and an event calendar. It will also hold more pertinent information about billing, insurance, specific doctors and appointment scheduling.

Research shows that certain features are more important to students than others. A chart of these important features can be found in the Exhibits section. In focus groups, international students expressed that they feel uncomfortable speaking on the phone due to the language barrier. The scheduling feature of this app will give international students a chance to make an appointment and pick their doctor with-out worry of being misunderstood. This app will put you in constant communication with the students, which will help you build a strong relationship with them.

“I think an app would be covenient if that’s possible.”

C2

Freshman/Sophomore Focus Group

BEAK


Establish a Social Media Presence

SOCIAL 66% of students said the best way to grab their attention is through freebies.

The current KU BEak Healthy Twitter already does a great job of communicating positively and tweeting regularly. The challenge with social media is you need followers. One simple way to gain followers is by following other campus related accounts and students. This builds a mutually beneficial relationship of “re-tweeting” and sharing each other’s accounts.

Let’s face it, college students will do just about anything for a free, cool item. Offering a free t-shirt for a follow at KU hot spots, like Wescoe Beach, guarantees followers and promotes your brand. Our research shows that 66 percent of students surveyed prefer market-ing techniques that include freebies and giveaways. This promotion would be done at the start of each semester.

Student survey

C3

BEAK


Communicate with

ADVERTISEDBeak Speak

Students spend a majority of their days on campus. Popular areas such as libraries, the Underground and the Student Union are great places to advertise SHC. This will be done using Beak Speak. Beak Speak is a promotional message board. The messages are delivered by Beakers himself and can be seen on screens at SHC and as print out cards around campus. These messages will include positive tips, facts, and reminders about staying healthy.

At The University of Texas, the Student Health Center successfully used picture boards to display this type of information to students in the center. These made healthy suggestions to the students, rather than telling them what to do. Beak Speak will show SHC as an ally that the students can trust. Beak Speak will educate the student population about general wellness and show that SHC is invested in their lives.

“I would rather pro-mote safe drinking habits rather than, ‘if you drink, you’re going to fail.’”

Junior/Senior/Graduate Focus Group

KY

BEAK SPEAK

KY


1. Salmon2. Walnuts3. Oysters4. Sweet Potatoes5. Eggs6. Spinach7. Lentils8. Greek Yogurt9. Blueberries10. Poultry

Vitamin D & ProteinOmega-3 & Biotin

ZincVitamin A

Protein & IronIron & Vitamin C

Protein, Iron & BiotinVitamin B5 & Vitamin B

Vitamin CProtein, Zinc & Iron

10 FOODS FOR HEALTHY HAIR

WHAT’S IN IT?


BEAK SPEAK

Vitamin D & Protein

Omega- 3 & Biotin

Zinc

Vitamin A

Protein & Iron

Iron & Vitamin C

Protein, Iron & Blotin

Vitamin B5 & Vitamin B

Vitamin C

Protein, Zinc & Iron


10 FOODS FORHEALTHY HAIR

C4

THEREHawk Week is the first chance you have to connect with new students. This is the time to make a great first impression and enforce a positive, caring public image. At Hawk Week, students are required to come to the SHC session. This gives you an hour of the student's time to present your programs and services with full control over the presentation style an environment. You will have the opportunity to introduce Beakers and the Beak Healthy campaign. This allows you to start a relationship with students that will last their entire academic career at KU. The most important thing to keep in mind is that this hour should be fun and interactive for students.

Instead of overwhelming them with technical information, you will present positive themed messages with a humorous twist. Current popular culture reference and asking the students to live tweet is a sure way to get them involved. Having students download the mobile app during the session will encourage them to start discovering every-thing SHC offers right then and there. This presentation gives students the foundation of information in order to continue learning about SHC. Parents do not attend Hawk Week, so students will feel inde-pendent and excited about making their own decisions about their health

BEAK


It Starts With Hawk Week

41% of students said they first learned about SHS during orientation.

Student survey

C5

BEAK HELPFUL


Care CardsMany KU students likely don’t know what over-the-counter medica-tions to take, or ways of staying healthy. By providing “BEak Well Packs” with health and wellness products and information, SHC and the Pharmacy can promote student health and wellness. These kits will include things like tissues, thermometers, vitamins and “Care cards.”

These “Care Cards” will be in the form of laminated business cards and have symptoms and recommended over-the-counter remedies. The cards should be easy to understand for students. Other universi-ties such as Texas and Georgia provide kits similar to these, which have proven to be successful. Students want this information, and these kits are effective. With the increased traffic stemming from the new coffee shop you will be able to drive more sales.

“I think if it was some-thing smaller that you stick in your wallet, like business card size, that you carry around with you, I would use it more often.”

Transfer Focus Group

P1

BEAK FIT


Partner with the RecThe Student Recreation Fitness Center is your neighbor. It has fitness and you have wellness, so this is a perfect match. Partnering with the Rec will allow students to think of you when they are nurturing their health. The Rec offers nutrition, but it could be stronger with recom-mendations from you as well. A partnership would include fitness cards made by trainers, supported by you. These cards would suggest exercises for targeted muscle groups. The name and contact informa-tion of the trainer who recommended the exercises will be displayed on the card.

These should be handed out at both the Student Health Center and the Student Recreation Fitness Center. You will also have a table at the Rec, at the beginning of the semesters, to hand out “Beak Fit Packs.” These packs will include a water bottle, towel, headphones, the informational workout cards and hot/cold packs. By attaching your brand to this, students will know you support their healthy life.

Partnering with the Rec is a mutually dependent relationships that will benefit both SHC and

the Rec.

P2

About 10,500 KU students participated in intramural sports

throughout the fall and spring semester this

year.

BEAK ACTIVE


Partner with Intramurals


This year, roughly 10,500 students participated in intramural sports throughout fall and spring semesters. This is a significant part of the student body that you have an opportunity to target. Many of the sports offered by Recreation Services are physically demanding. Students can injure themselves while in their sports season. The majority of these injuries can be remedied on-site (rolled ankles, cuts, scrapes etc.), but students lack the proper first-aid materials.

By providing simple first-aid kits with the "BEak Healthy" logo on them to Intramural Team Captains, you will keep students safe while promoting your brand. These kits will include an ACE bandage, adhe-sive bandages, antiseptic wipes, instant cold packs and a card with SHC's information on it.

P3

BEAK NUTRITIOUS

Partner with


KU DiningHealth and nutrition go hand-in-hand. A partnership with KU Dining Services will expand your brand even further. A partnership with KU Dining Services will expose students to the BEak Healthy brand at multiple locations across campus. The BEak Healthy brand will be paired with healthy breakfast, lunch and dinner options.

These well balanced meals will be “Beakers Approved.” Nutrition facts will be displayed at eye level to keep students educated. This partnership will extend to the restaurants on KU campus such as Brel-las, to involve more “Beakers Approved” items. Students will learn to trust Beakers recommendation, like they trust the Student Health Center.

Every freshman fears the freshman 15, help them conquer that stereotype through

KU Dining.

P4

BEAK NUTRITIOUS


Partner with the Community

Learning to cook can be a challenge for college students. Beakers can teach students to shop healthy if SHC partners with a local grocer. This will be a co-dependent relationship because they have food, but no nutritionist. A display at the front of the grocery store will have BEak Nutritious cards that will feature an affordable, healthy recipe.

These cards will remind students that Beakers cares. It will also help SHC promote itself by reminding students about the BEak Healthy brand. It is important that students can see Beakers and immediately connect him with the BEak Healthy brand. Students are also on a budget. Having an option that is 10 ingredients for $10 will encourage students to eat healthy while on a budget.

“I think maybe it would be a little more obvious and get used more if it was a little display somewhere in the produce section or you could even grab the recipe card as you’re grab-bing your cart.”


SPRING SALAD

Ingredients:

1 Head of Fresh Lettuce2 Diced Cucumber2 Fresh Diced Tomatoes1 Bunch Fresh Basil4 Tbsp Lemon Juice1/3 Cup Olive Oil1/4 Diced Red OnionSalt and Pepper

www.Food.com

Combine and enjoy!

-FOR -

$10

TEN

SPRING SALADIngredients:


Combine and enjoy!www.Food.com


TEN FOR

$10Transfer Focus Group

P5


Creative Strategy

Objective:

Strategy:

Tone:

The purpose of this campaign is to convince KU students to rely on SHS as their primary healthcare provider, and to participate in wellness programs because maintaining good health is vital to success.

This will be accomplished by clear statements that:The SHS team of experienced physicians, nurses and support staff provide high quality healthcare in a friendly and caring environ-ment.SHS programs, in partnership with other campus resources, provide health, wellness and prevention information.

Professional, engaging, credible, caring, approachable

E2


Campaign Time-lineSummer 2014Have promotional items designed and produced: - BEak Healthy T-Shirts BEak Healthy First Aid Kits - Ice pack - Standard first aid kit items BEak Healthy Pharmacy Packs - Care Cards BEak Fit Packs - Water Bottles - Towels - Headphones - Fit Cards Beak Speak - Develop Beak Speak visuals for screens at SHC and flyers to pass out

Fall 2014Hawk Week -Introduce BEak Healthy and Beakers during Hawk Week and Orientation Information Fair - Launch SHC name changeSocial Media - Start t-shirt giveaway for TwitterIntramurals - Distribute Intramural First Aid Kits - Set up table in the Rec Center for BEak Fit Pack giveaway - Pack should be given after answering trivia/following on TwitterStart recruitment for Student Brand AmbassadorsBeak Speak - Start distribution of Beak SpeakStart brokering partnership with Dillons/HyVee - Producing healthy recipe cards (10 for $10)·KU Dining - Coordinate with Dining Services to create healthy meal options sponsered by SHC

Spring 2015 - Finalize recruitment and institute Student Brand Ambassadors - Begin distributing healthy recipe cards - Advertise on Social Media

E3

M O R E- Corbel BoldTHAN MEDICINE - Gill Sans MT Bold


StylizationColors

Typography

B E A K- Gill Sans MT RegularHEALTHY- Gil Sans MT RegularSTUDENT HEALTH CENTER- Gill Sans MT Regular

C: 0%M: 100%Y: 100%K: 0%

C: 44%M: 0%Y: 17%K: 0%

C: 6%M: 2%Y: 100%K: 0%

C: 50%M: 36%Y: 38%K: 2%

C: 100%M: 98%Y: 18%K: 26%

C: 5%M: 3%Y: 10%K: 0%

E4


Care Card

Care CardSore Throat?

Medicine: Home Remedies:Tylenol Sore Throat Rest

Drink tea with honeyIf symptoms persist make an appointment with Student Health Center


E7


Beakers Ice Pack


E8


BEak Healthy Shirts

@Beak_Healthy#BEAKHAPPY

#BEAKWELL@Beak_Healthy

HEALTHYB E A KSTUDENT HEALTH CENTER


#BEAKWELL@Beak_Healthy

E9



Mobile App Grid

Appointment Scheduling Doctor Bios

Prescription Re�ill Services & Programs Information & Capabilities

Hours of Operation & Location Event Calendar

Nutrition Information Nurse Hotline

Login to Student Portal Maps

Calorie Counting Program Push Noti�ications Social Media Icon

Sexual Health Information Alcohol & Drug Information

BAC Calculator BMI Calculator

Local Doctor Referrals Appointment Review

QR Scanner Links to Website

Billing Information Insurance Information

Pedometer

= Must Haves

= Could Haves

= Possibilities

MOBILE APP CHART

E10


BEak Healthy logo


E6


Grocery Store Flyer


SPRING SALAD

Ingredients:


www.Food.com

Combine and enjoy!

-FOR -

$10

TEN

SPRING SALADIngredients:


Combine and enjoy!www.Food.com


TEN FOR

$10

E11

Table of ContentsExecutive SummaryExecutive Summary................................................................................(ES1)

IdentityWhat You’ve Started.................................................................................(I1)Become a Center........................................................................................(I2)Launch the Brand........................................................................................(I3)Meet the Spokebird....................................................................................(I4)Brand Ambassadors....................................................................................(I5)Meet the Staff...............................................................................................(I6)

CommunicationConnect with Parents..............................................................................(C1)Create a Mobile App................................................................................(C2)Establish a Social Media Presence..........................................................(C3)Communicate with Beak Speak.............................................................(C4)It Start with Hawk Week........................................................................(C5)

ProgramsCare Cards..................................................................................................(P1)Partner with the Rec.................................................................................(P2)Partner with Intramurals..........................................................................(P3)Partner with KU Dining............................................................................(P4)Partner with the Community..................................................................(P5)

ExhibitsBeakin’ Creative.........................................................................................(E1)Creative Strategy.......................................................................................(E2)Campaign Timeline....................................................................................(E3)Stylization....................................................................................................(E4)Photo Credits.............................................................................................(E5)BEak Healthy Logo....................................................................................(E6)Care Card...................................................................................................(E7)Beakers Ice Pack........................................................................................(E8)BEak Healthy Shirts...................................................................................(E9)Mobile App Grid......................................................................................(E10)Grocery Store Flyer................................................................................(E11)Beak Speak................................................................................................(E12)

KY

BEAK SPEAK

KY



Vitamin D & ProteinOmega-3 & Biotin

ZincVitamin A

Protein & IronIron & Vitamin C

Protein, Iron & BiotinVitamin B5 & Vitamin B

Vitamin CProtein, Zinc & Iron

10 FOODS FOR HEALTHY HAIR

WHAT’S IN IT?


BEAK SPEAK

Vitamin D & Protein

Omega- 3 & Biotin

Zinc

Vitamin A

Protein & Iron

Iron & Vitamin C

Protein, Iron & Blotin

Vitamin B5 & Vitamin B

Vitamin C

Protein, Zinc & Iron


10 FOODS FORHEALTHY HAIR

BEak Speak

M O R E THAN MEDICINE E12

Beakin’ Creative


Front left to right: McKenzie Myers and Jordan McCormackMiddle left to right: Carly Gutierrez and Alissa CorbetBack left to right: Clent Tippin and Caleb Sisk

Executive Summary(EX1) Photo by campaigns class

Identity(I1) SHS Twitter (I2) Photo by campaigns class(I3) Image by Beakin’ Creative(I4) Image by Beakin’ Creative(I5) Photo by campaigns class(I6) Photo by campaigns class

Communication(C1) Photo by Beakin’ Creative(C2) Photo by campaigns class(C3) Twitter logo from Twitter(C4) Image by Beakin’ Creative(C5) Photo by campaigns class

Programs(P1) Photo by campaigns class(P2) Photos by campaigns class(P3) Image by Beakin’ Creative(P4) Photos by Beakin’ Creative(P5) Image by Beakin’ Creative

Exhibits(E1) Photo by Beakin’ Creative(E2) Image by Beakin’ Creative(E3) Image by Beakin’ Creative(E4) Images by Beakin’ Creative(E6) Image by Beakin’ Creative(E7) Image by Beakin’ Creative(E8) Image by Beakin’ Creative(E9) Images by Beakin’ Creative(E10) Image by Beakin’ Creative(E11) Image by Beakin’ Creative(E12) Image by Beakin’ Creative

Photo Credits


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