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HEALTHY WEALTHY &WISE

Wise guys: William Parke.Haylee Hedge.Meagan Klenda. Alissa Futhey.Danielle Holladay.Kacey Williams


TABLE OF CONTENTS Executive Summary Executive Summary

Identity

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Clinical Brand Wellness Identity Logo Utilization Watkins First Impression

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Online Student Experience Online Parent Experience Website Design Mobile app #ifoundbeakers #beakhealthy Watkins YouTube Page Parents Newsletter Bus Advertising Hawk Week

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International Services Creating Partnerships Partnership Timeline Care Continuity First Year Kit Beaker’s Buddies Incentive Program Healthy Hot Spots

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Communication

Programs

Exhibits

Incentive Shirt Beaker’s Buddies Shirt - Download.Scan.Win. Beaker’s Buddies Shirt - Breast Cancer Awareness Water Bottle Design Water Bottle Insert Healthy Hot Spot Flyer Style Guide Mobile App Design Newsletter Format Marketing Strategy Creative Strategy Team Page

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EXECUTIVE SUMMARY


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EXECUTIVE SUMMARY Watkins Health and Wellness Center provides many programs and services that are underutilized by the majority KU students. The current name Student Health Services does not resonate with the student population. Instead, Student Health Services is referred to by the name of the building it is located in, Watkins Memorial Health Center. When students hear the name Student Health Services or Watkins, they think only about the clinical services offered. The Healthy, Wealthy and Wise campaign wants to change that thought to include the wellness side of Watkins. Our campaign message is simple, using Watkins Health and Wellness Center

will make you healthy, wealthy and wise. This campaign is about rewarding students for establishing healthy habits and creating a trusted, reliable and recognizable Watkins Health and Wellness Center brand. The campaign exemplifies Watkin’s mission to “support the student’s learning experience through the delivery of high quality, affordable healthcare services and innovative programs that promote the health of the student, University and community.” This mission is demonstrated to the KU community by showcasing the quality medical care provided at Watkins and creating innovative programs that promote the health of students by rewarding students for establishing healthy habits.

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IDENTITY


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CLINICAL BRAND A key finding in focus groups with parents and students was that Watkins is the most commonly used name for Student Health Services. Especially amongst parents who had previously attended KU. The takeaway is this: instead of changing the name to something completely different, Watkins should capitalize on its current name recognition. Removing Student Health Services from the name will eliminate the misconception that medical students are providing the services. The name Watkins Health and Wellness Center eliminates any connotation that medical students provide care. In addition, using Watkins Health and Wellness center adds the element of wellness which Watkins is not commonly known for. This name will stand out strongly in the minds of KU students. Watkins Health and Wellness Center will be known for its convenience, reliability and effectiveness.

We are a wellness center. - Dr. DeChairo

Referring to it as a ‘center’ rather than ‘services’ emphasizes that Watkins is an integrated center that looks at the whole body and the whole student. It is not just a place to pick up a bandaid or get a flu shot, but rather a health and wellness center where students can go to receive both clinical care and wellness information.

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WELLNESS IDENTITY An important part of rebranding Watkins Health and Wellness Center is the division of clinical and wellness services. From that division comes a need for a new wellness logo. Currently the Beak Healthy logo is a face without any shape around it to make it stand out on marketing materials, website and other media. One way that Watkins can stand out among the many Jayhawks on campus is by using KU’s highly respected colors and the recognizable KU Jayhawk face.

The previous Beak Healthy logo did not associate itself with Watkins. It was used for commercial purposes and was identified as the Jayhawk that was placed on automobile vanity plates, shirts and other KU athletics gear. The new logo will associate Watkins wellness brand with KU’s strong branding and allow for easy and aesthetically

pleasing branding across campus. In addition, the logo will align itself with the strong emotional connection that KU students have with the Jayhawk image. By aligning with the KU brand, KU students will realize that Watkins is invested in the health and wellness of students.

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LOGO UTILIZATION The importance of a good logo has been shown through programs such as the KU Buddy System which has created a visible presence on campus. Daily, t-shirts are worn and water bottles are used by students across campus. This well-branded campaign illustrates the need for a striking logo, which connects the organization to Jayhawk pride among students. The Beak Healthy logo will represent the wellness side of Watkins and present a more fun, approachable and trustworthy image of Watkins Health and Wellness Center. Watkins can utilize its new logo through items such as t-shirts, water bottles, magnets and other promotional materials. Its shape allows for easy and unobtrusive branding on medical supplies such as band aids, condoms and other items handed out on campus. In addition to the new logo aligning Watkins with KU, it will allow for cohesive co-branding with other campus partners. Watkins can attach the Beak Healthy logo with other campus brands and establish its own identity while aligning with other strategic partners invested in the health of KU students. The mission of Watkins Health and Wellness Center is to support the learning experience of students through quality healthcare. The tone for marketing Watkins should be accessible, dependable, reliable and worthy of students trust. This logo communicates these words. The Watkins Health and Wellness Center is the overall brand which houses the clinical and program sides of Watkins. Dividing the Watkins Health and Wellness Center brand from the Beak Healthy program will allow both the clinical and wellness side to have their own identities but also work together. In focus groups students made the connection between the clinical brand logo and the wellness program logo of Beak Healthy. The creation of two different logos that work together will unite the clinical and wellness side of Watkins and create a holistic brand.

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WATKINS FIRST IMPRESSION The University of Missouri-Columbia Student Health Center understands the importance of first impressions. Ann Nadler, Director of Administrative Service Health Promotion said, “That first impression is worth a thousand dollars.” This means that whether a student’s first impression is through the website, an on-campus promotion or walking into Watkins for the first time, it should be a positive and consistent experience. Good first impressions are also vital for creating successful brands. Our creative strategy tone outlines the words that the Watkins brand should exude: professional, engaging, credible, caring and approachable. These words should be implemented not only in marketing materials but also with the personnel at Watkins who interact with students. Watkins should provide intensive customer service training to every member of the staff and follow up with students after appointments to ask them to rate their experience at the center. Many students who call in to make appointments need to hear a caring and friendly voice on the other end of the line to make them feel comfortable about visiting Watkins. When they show up to Watkins feeling sick they want to feel welcomed by positive attitudes and a friendly staff at the front desk.

We can’t do the branding. It takes everybody. It takes everybody from the phone call, to the person at the front desk, to everyone who does outreach, I mean everybody.

- Pam Roe, Marketing Coordinator at The University of Missouri

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COMMUNICATION


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ONLINE STUDENT EXPERIENCE Students arrive on KU’s campus excited to join the Jayhawk community and to live independently for the first time. This new independence is thrilling and a highlight of a student’s time at KU but with it comes problems often overlooked by students. Healthcare is one of these overlooked areas of adulthood and students can feel ill equipped to deal with this. Watkins can help students feel prepared for a healthy experience

at KU by having a easy-to-navigate website containing information relevant to student’s health and wellness. In student focus groups, we found that all audiences have one similar desire for a website: easy navigation. Students want to see a website that is simple and informative. The website should have a student section which clearly outlines issues important to students health and well-being. HOURS

SERVICES

APPOINTMENT

&

LOCATION

PHARMACY

A staff page which shows a profile photo of the doctor, their specialty and why they chose KU. A comprehensive list of wellness programs offered through Watkins and how students can become involved. The Beak Healthy Incentive program and information about how to download the mobile application. A comparison of Watkins rates versus other private insurance costs Recommended community partners for services not provided by Watkins.

Most importantly, students should be able to easily navigate the website and log into their student health portal. In our focus group research we found that many students don’t know there is an online appointment system. By mak-

ing this stand out with a larger “make an appointment” button instead of “Log into my SHS” button, students will not have any confusion about where to login in and can use this online tool instead of calling in.

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ONLINE PARENT EXPERIENCE Jane Tuttle, Assistant Vice Provost for Student Affairs describes the parent-student relationship as “almost frightening,” especially with freshmen. Parents desire information from Watkins Health and Wellness Center that is organized, with specific information about insurance and billing and the services offered. In an effort to accommodate this desire, a parents tab should be created on the Watkins website.

(SHS needs to) “communicate to parents the experience and personnel who will be treating the students” - Parent from Wichita Focus Group

Under the parents tab information should be given about:

Services offered What the student fee covers A comparison of Watkins rates versus other private insurance costs Name and certification of doctors Top five insurances accepted and two popular insurances not accepted How to prepare their students for their first visit to Watkins (insurance card, list of medical issues, allergies) Recommended community partners for services not provided by Watkins. Billing information The parents tab will equip parents with resources and information in a quick, convenient and helpful manner on the Watkins website. In addition, the tab will communicate Watkins’ understanding of the important role parents have in a students life when searching for answers about medical care.

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WEBSITE DESIGN

MOOD BOARD

This mood board is the inspiration for updating the website. It shows buttons, shapes, and large pictures instead of confusing tabs in a row.

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MOBILE APP MAKE AN

APPOINTMENT

Mobile applications are an essential part of students’ digital lifestyles. Students across campus utilize their smart phone throughout the day. Whether they are checking their grades through the Blackboard app, signing up for classes through Ambler Recreation Center app or using social media, students are rarely seen without a photo in their hand. A mobile application will put all of the information students need to know about Watkins Health and Wellness Center at their fingertips.

Support for creating a mobile app comes from the Journalism 420 class which conducted a focus group with seniors about Watkins and all participants agreed an app would be a quicker, easier and more convenient way to make appointments and learn about the services offered at the center. The Beak Healthy wellness brand will be a separate icon within the Watkins mobile app. The Watkins mobile app will include a clinical portion that contains simple but informative content with icons.

HOURS

SERVICES

FILL A PRESCRIPTION

PAYMENT INFO

DOCTOR INFO

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#ifoundbeakers #beakhealthy Students are interacting with brands and organizations on campus through social media more than ever. To engage with students outside of a clinical and wellness arena, you should create a “Where’s Beakers Wednesday” campaign. This social media campaign will present Watkins with an approachable and friendly brand image.

Wednesday morning a tweet will be sent out informing students it is “Where’s Beakers Wednesday” and to look for Beakers on campus. Most importantly, the tweet should highlight that there is an incentive for finding Beakers on campus. The campaign will require students to find the beaker mobile on campus, take a photo and tweet it using the hashtag #ifoundbeakers. Once

tweeted, the student will show the tweet to a staffer with Beakers and be given a reward such as a first aid kit, water bottle or t-shirt. The benefit is two-fold: students will be more aware of the Beak Healthy brand and students followers on social media channels will see the visual and hashtags and will have an interest.

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WATKINS YOUTUBE PAGE With over 20,000 students at KU, it is important to have more than one way to communicate a message. Creating a YouTube channel allows Watkins to communicate to students through fun and informative videos. These video topics can include everything from “How to Put on a Condom” to “How Watkins Health and Wellness Insurance Works.” The Beaker’s Buddies Ambassadors could star in the short but informal videos and create fun skits to communicate information. A video titled “What To Expect During Your Visit at Watkins”

could provide a walk-through of the building and everything the student should expect during their first visit. These YouTube videos will eliminate some of the fear and confusion people feel when reading intimidating medical terms. The videos will put students at ease about the health and wellness center as well as make them feel comfortable about the accreditation of the center. Student seek to access information in a fun and easy-to-understand way and creating a YouTube channel will address this need.

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PARENTS NEWSLETTER A parent newsletter is the chance to reassure parents that the medical care their child receives is quality, with competent providers and delivered in a professional manner. A digital newsletter is the best way to communicate these messages. By sending out a newsletter called Health on the Hill, Watkins Health and Wellness Center will reassure parents the quality of care at the center is excellent but also that the center is invested in the health and wellness of their child. Parents in an Overland Park focus group said they want to be able to help their student transition from home to KU and feel that the newsletter will be quite beneficial. Specifically, these parents wanted the information available during the first half the semester.

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A newsletter would sure be helpful. - Parent from Overland Park focus group

Health on the Hill will be sent out to parents who sign up for it at New Student Orientation or through the parents tab on the Watkins website. It is important that the first newsletter have useful information, eye-catching graphics and an attention-grabbing headline. These factors are what parents in focus groups have said would be the decision between reading or moving it to the trash folder in their email. The newsletter will center around seasonal illnesses, wellness trends at KU and reinforcing the message to parents to have their student(s) visit the center for all their medical and wellness issues.

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BUS ADVERTISING

Research at the University of Georgia shows that bus ads with humor resonate well with students. Including the Watkins logo and different aspects of its services will make students aware, as well as interested in Watkins. Here are examples of how Watkins can use this type of messaging.

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HAWK WEEK Instead of trying to inform students of Watkins Health and Wellness Center during New Student Orientation, Hawk Week offers a better environment to do this in. Hawk Week requires incoming freshmen participate in rotations informing them about non-academic services on campus. The most important time to engage students with Watkins is within the first six week of the semester. Hawk Week places Watkins Health and Wellness Center immediately in front of incoming freshmen and becomes a resource during their transition to KU and a more independent life.

During these required rotations Beakers Buddies will create a fun and engaging presentation which introduces the Watkins Incentive App and offer helpful tips about how to adjust to their new life as a student at KU. Beakers Buddies will also introduce the extensive services that Watkins Health and Wellness Center offers. First year kits will also be given to students after they download the app. This opportunity offers a chance to present the new Watkins brand, with the energetic Beakers Buddies, and the incentive program to a new generation of Jayhawks.

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PROGRAMS


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INTERNATIONAL SERVICES International students are a vital part of the KU community; it is important for them to feel comfortable not only with describing their symptoms but also with the confusion of American health insurance system. Often international students come from countries that have public healthcare system instead of the private and new public healthcare systems of the United States. One recommendation for reaching out to international students is to create a video explaining the way health insurance systems of the United States work. The second recommendation is for Watkins Health and Wellness Center to subscribe to a service called Blue Phone. This service is provided by Cyracom International, Inc, a company that provides translating services in over 200 languages. This service allows an international student to talk into one phone and a translator will convey that information to the doctor on another phone. This service makes it easier for international students to explain their symptoms and also makes it easier for the provider to treat the patient. All of the translators have been medically certified in translating. Utilizing Blue Phone in examination rooms will allow for privacy and comfort for international students.

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CREATING PARTNERSHIPS

Reaching out to every student on campus is complicated, expensive and time-consuming. One strategic way of increasing the visibility of the Watkins brand is to create partnerships through the Beak Healthy Incentive Program. Possible Beak Healthy Incentive Program partners are: Amber Recreation Center, Office of Intramurals, student clubs and other parties and companies invested in the health and wellness of KU students. Watkins Health and Wellness center will reach out to campus partners explaining the Beak Healthy Incentive Program and how a partnership would be beneficial to both parties. Utilizing the data of how many students participate in the program, amount of rewards given and other benefits of the program will create partnerships and increase the visibility of Watkins and the Beak Healthy program. The success of the Beak Healthy Incentive Program within oneto-two years will showcase the important role health and wellness has in the lives of KU students. Beak Healthy can be a part of the programs that Watkins already puts on. Kelsey, the current nutrition ambassador should also be a Beak Healthy ambassador and brand her services with the wellness program. She can become the link from Watkins to the Rec and encourage the Beak Healthy incentive program. During finals Watkins should give out free passes to yoga or partner with fitness instructors to conduct yoga classes on campus. Any other wellness programs Watkins puts on or contributes to should be branded as Beak Healthy. The consistency of this name is important to building a strong relationship with students. The staff putting on programs with the Rec or separate from it should wear “Beak Healthy� shirts so that they are recognizable on campus.

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PARTNERSHIPS TIMELINE YEAR ONE

The first year of creating partnerships with student clubs and organizations is extremely important to establish the new Watkins brand. Student clubs are very willing to partner with organizations that share a common mission or cause, of student health. The following student organizations and clubs would be mutually beneficial partnerships for year one: Jayhawk Health Initiative Peer Health Educators KU Students Together Against Cancer Queers & Allies LGBTQ Resource Center Breathe Easy at KU Douglas County AIDS Project Sexuality Education Committee These organizations are diverse and will introduce Watkins Health and Wellness Center to new audiences. In addition, another benefit of partnering with these organizations is that they all are interested in the health and well-being of KU students. Partnering with these organizations during the first year of the Beak Health Incentive Wellness Program will increase the awareness of the mobile app and the center’s services. In order to create strong brand, reputation and be seen as a desirable strategic partner, the first year must be well thought-out, organized in order to be able to implement year two expansion.

YEAR TWO

The second year of the Beak Healthy Incentive Wellness Program is when the partnership between the Ambler Recreation Center and Watkins Health and Wellness Center will be implemented. Capitalizing on the success of partnering with campus organizations during year one, year two will allow the creation of more strategic partnerships with larger organizations on campus.

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CARE CONTINUITY Establishing a caring patient-provider relationship is key to providing quality care. Medical providers during focus group sessions at the Missouri University Student Health Center emphasized the array of benefits that come from providing continuity of care. At MU, students have the opportunity to see the same medical provider each time they visit the health center. By using the same medical provider, it allows patients to establish a long-term relationship with a professional who takes the time to know them and their medical history. Furthermore, it allows medical providers to provide the best possible care. Terry Wilson, MD at the MU Student Health Center, said, “There’s all kinds of medical evidence that says that the continuity that patients have over time adds to their satisfaction and the quality of the care that they receive.” The patient-provider relationship begins at the very first appointment. Therefore, in an effort to provide quality care and establish trust, Watkins Health and Wellness Center should allow students the opportunity to see the same medical provider each time they visit the health center. Students will feel more comfortable coming to Watkins if they know exactly which provider they will see. The provider will be able to take the time to ask about the student’s major, where the student is from and other questions to get to know the patient. Making an effort to get to know the student will help establish trust during future appointments. It also provides a sense of familiarity for the student and eliminates any reason for them to “go home” to visit their family doctor. Creating continuity of care is also beneficial for the medical provider because it allows them to get to know the student in a way that helps them provide more beneficial results. Aaron Sapp, MD at MU Student Health Center said, “The visits are a lot more efficient, and I can provide better care if I know you.” Having previous knowledge of the patient’s medical history is beneficial to the medical provider because it makes it easier to provide the best care.

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FIRST YEAR KIT

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Within six weeks you can tell if a student will or will not graduate from KU. - Katie Treadwell, Director of New Student Orientation

For Watkins Health and Wellness Center, this means the first point of contact should take place within the first six weeks through the Watkins Wellness Kit program. The kit will include: -Beak Healthy Wellness Shirt -Band-aids -Condoms -Pharmacy info -Services Info -How to download the app

TIMELINE

Distribute Watkins Wellness Kit SEPT 22

AUG 25 First day of classes

Distribute flyers in student mailboxes reminding them of the Beak Healthy Wellness program. OCT 15

OCT 6 Sixth week of classes

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"EAK(E "EAK(EALTHY

It will be packaged with a Beak Healthy water bottle and given to residents living in the dorms on Daisy Hill. These should be delivered to students during the first six weeks of the semester. During this time period, students acclimate themselves to their new environment and are more prone to sickness, allergies or other medical issues than when they first arrive on campus. Watkins Health and Wellness Center can create a positive impression among residents with this comprehensive kit. The kit will show that Watkins Health and Wellness Center cares about the health and wellness of students and help them adjust to their newly independent lifestyle.

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First day of Finals DEC 15

DEC 1 Distribute flyers in student mailboxes about how to stay healthy during finals, a list of food that help you concentrate during studying, sleeping tips and other stress-reducing tips.

DEC 19 Last day of Finals

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BEAKER’S BUDDIES Having a friendly face on campus is important. In order to have a friendly, approachable brand, our suggestion is to create the Beakers Buddies program. These ambassadors are a separate group of KU students from the current Student Health Advisory Board. Students who earn this position will promote Beak Healthy programs and health incentives that students can participate in across campus. The ambassadors would help with promotional activities such as orientation, Hawk Week and handing out marketing materials at locations such as Wescoe Beach.

I always felt that it’s 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, Mizzou SHAC member

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BEAKER’S BUDDIES While on duty, the Beaker’s Buddies would wear the Beak Healthy t-shirt and get students to download and use the mobile app. Having students promote Beak Healthy will be a way to get the KU community excited about the new and improved Beak Healthy and Watkins brand. During our trip to Georgia we found that their “Healthy Dawg Ambassadors” are an effective way to spread awareness. Similarly, the SHAC ambassadors at The University of Missouri spoke highly about the importance of having student ambassadors spread awareness rather than adults.

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INCENTIVE PROGRAM The Healthy, Wealthy and Wise campaign is about rewarding students for establishing healthy habits. The Beak Healthy incentive program accomplishes this by teaching students about making healthy choices, establishing healthy habits for both body and mind and rewarding them monthly for participation in the program. The program is located within the Watkins mobile app (see exhibits) under the wellness icon. From there, students will scan the Beak Healthy QR codes (see exhibits) across campus when making a healthy choice or healthy habits. At the end of the month, the app will tally the points earned and send a notification that the student has made enough healthy choices that month to receive a prize. Incentive prizes would include: -T-shirts, gift cards to the KU bookstore or gift cards to popular restaurants on Massachusetts street. -Students with more than 100 points are eligible to win one of the three “grand prizes� including a free parking pass to the rec, free classes at the rec and gift cards to the KU Bookstore. -There will also be one to five grand prizes that will be given out throughout the length of the incentive program. This would keep students interested and motivated to continue using the program. Ideas for grand prizes: -KU basketball tickets -KU signed basketball -KU signed basketball jersey -$100 gift card to the Union -Free semester-long parking pass at the rec -Free month (or semester) of workout classes at the rec The point values for scanning the QR codes are flexible and can be determined by Watkins Health and Wellness Center when implementing the program. An example of the point system is this: -5 points for refilling a water bottle on campus -10 points for scanning the Beak Healthy QR code while working out at the Ambler Recreation Center. -10 points for refilling a prescription at the Watkins pharmacy

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HEALTHY HOT SPOTS The Watkins mobile app will include an icon that connect students to the Beak Healthy wellness program information. With the Beak Healthy wellness mobile application, students will be able to scan QR codes at Beak Healthy Hot Spots around campus to receive points on their profile. Campus Beak Healthy Hot Spots will include:

Ambler Recreation Center Watson and Anschutz Libraries Kansas Union KU Dining Halls Points will be earned by filling up their Beak Healthy water bottle at refill stations, making healthy meal choices or by working out at the Ambler Recreation Center. At the end of the month, the app will inform them they have earned enough points to win a prize. In order to receive the prize, the student must go to Watkins and scan the prize QR code which will then tell them what they have won. Students will associate Watkins in a positive manner through this program and be introduced to the wellness side of Watkins.

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EXHIBITS


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FRONT

INCENTIVE SHIRT

BACK

COPY bike around clinton lake. walk massachusetts street. run at the outlook. go to ambler recreation center. walk your dog. skip the bus. take the stairs. join red dog’s dog days. do a 5k. skip the soda. get a salad at the market. use better bites. walk up with hill. refill your water bottle. get some fresh air at potter’s lake. bike to class. visit the local food market on saturdays. cut your carbs and sugars in half. run memorial drive. go to watkins health and wellness center. swim at robinson. watch tv on the treadmill. join an intramural sports team. climb the rock wall. take a yoga class. try a new healthy recipe. have a picnic. play a round of golf at alvamar. take a study break. explore campus. go to a concert at the granada. dance all night. visit schaake’s pumpkin patch in the fall. get a good night’s sleep. meditate. make a workout playlist. play dodgeball at south park. get a massage.

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BEAKER’S BUDDIES SHIRTS

BACK

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DOWNLOAD.SCAN.WIN.

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BEAKER’S BUDDIES SHIRTS

BACK

FRONT

BREAST CANCER AWARENESS

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WATER BOTTLE DESIGN

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BACK

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Download. Scan. Win. When you download the Watkins mobile app and scan the QR code at Beak Healthy Hot Spots around campus, you receive points on your profile toward prizes. Points can come from filling up your water bottle, logging your workout, etc. At the end of the month, you can pick up your prize at Watkins Health and Wellness Center.

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STYLE GUIDE

How do you

Beak Healthy?

Helvetica Neue -heavy condensed (90pt)

Helvetica Neue - light condensed (60pt)

bike around clinton lake. walk massachusetts street. run at the outlook. go to ambler recreation center. walk your dog. skip the bus. take the stairs. join red dog’s dog days. do a 5k. skip the soda. get a salad at the market. use better bites. walk up with hill. refill your water bottle. get some fresh air at potter’s lake. bike to class. visit the local food market on saturdays. cut your carbs and sugars in half. run memorial drive. go to watkins health and wellness center. swim at robinson. watch tv on the treadmill. join an intramural sports team. climb the rock wall. take a yoga class. try a new healthy recipe. have a picnic. play a round of golf at alvamar. take a study break. explore campus. go to a concert at the granada. dance all night. visit schaake’s pumpkin patch in the fall. get a good night’s sleep. meditate. make a workout playlist. play dodgeball at south park. get a massage.

Helvetica Neue - light condensed (14pt)

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MOBILE APP DESIGN

Beak Healthy Username Password

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NEWSLETTER FORMAT

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MARKETING STRATEGY Objective: The purpose of this campaign is to establish a constant connection with students in order to engage them in wellness programs and to meet their clinical needs expediently. Secondarily, this campaign will communicate with parents to gain their recognition that SHS is their students’ best source for both clinician and wellness programs. Strategy: This strategy will be accomplished by: 1. Clearly communicating essential information: hours of operation, services available and the expertise of the Watkins team. This should be instantly accessible via multiple media especially a mobile app capable of appointment scheduling. 2. Promoting wellness programs through experiential marketing such a events and demonstrating in collaboration with campus partners within the local community. 3. Communicating regularly with parents through established vehicles (e.g. monthly parent newsletter) and by making healthcare information (including billing and insurance) easy to find on the SHS website. Tone: Quick, easy, efficient, effective, reliable

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CREATIVE STRATEGY Objective: 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. Strategy: This will be accomplished by clear statements that: 1. The SHS team of experienced physicians, nurses and support staff provide high quality healthcare in a friendly and caring environment. 2. SHS programs, in partnership with other campus resources, provide health, wellness and prevention information. Tone: Professional, engaging, credible, caring, approachable

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WISE GUYS

WILLIAM PARK

MEAGAN KLENDA

ALISSA FUTHEY

KACEY WILLIAMS

Account Coordinator

Marketing Communications Director

Research Director

Creative Director

HAYLEE HEDGE Planning Director

DANIELLE HOLLADAY Presentation Director

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HealthyWealthyWise  

A campaign for the University of Kansas Student Health Center

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