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Health In Progress


Table of Contents


Active PR History HISTORY

Active Public Relations was founded by Kelly Schwikert, a graduate of Radford University, in May 2008. The agency is located in the New River Valley in Christiansburg, VA. She has 4 other individuals working for Active PR which include, Lauren Trainor, Shannon Ruminski, Cally Mullins and Jillian Burns. Together, they have built an agency that focuses on promoting health and fitness in the New River Valley.


Active PR is a full service Public Relations firm that practices in health, fitness and entertainment in and around the New River Valley. Active PR has a creative and well-rounded team to improve your business or organization as a whole.


Active PR aids its clients in an “active” style to promote health and fitness for your business and/or organization.


Active PR aspires to grow over the years to come, expanding throughout Virginia. The agency will expand its areas of practice to suit all clients with their needs.

RU HIP Campaign The RU-HIP campaign, which stands for Radford University Health in Progress, was initiated to prevent unhealthy dieting and bad fitness habits for underclassmen. Students who enter Radford University their first year tend to be “lazy” and focus on convenience rather than importance. We are here to stress the importance of health and fitness on campus and to motivate students to want to take on a healthy lifestyle. It is our promise to you that RU-HIP will improve Radford University Health and Fitness. We have many plans for the upcoming year to inspire students to keep up with their own health.


Meet the Team Kelly Schwikert is the Account Executive at Active PR from Richmond, VA. She is a recent graduate from Radford University earning a Bachelor of Science Communication with a concentration in Public Relations with a minor in Marketing. Kelly took on many leadership roles while in school such as being Treasurer of PRSSA then nominated to President. She also completed an internship with United Way of Montgomery, Radford and Floyd.

Lauren Trainor is the assistant account executive for Active PR, which is located in Christiansburg, Virginia. She is a recent graduate of Radford University. She attended Radford University and earned a Bachelors of Science with a degree in Communication and concentration in Public Relations. Lauren currently resides in Blacksburg, Virginia and plans on moving back to Northern Virginia to pursue a career in sports broadcasting.

Cally Mullins Smith is a Group Associate within Active PR. She is a recent graduate of Radford University where she received a Bachelor’s Degree in Communication with a concentration in Public Relations. Cally is currently studying Elementary Education through Old Dominion University and works as a 1st grade teaching assistant. Cally hopes to become a 1st grade teacher and one day open her own day care business. Cally resides in Salem, Virginia with her husband Justin Smith.

As Group Associate, Shannon recently graduated from Radford University with a Bachelor’s of Science in Communication and a concentration in Public Relations with a minor in Psychology. Originally from Harrisonburg, Virginia, Shannon now resides in Christiansburg, VA working for the agency, Active PR. All the programs and projects done at Radford University and with Active PR has helped expand her creativity and land numerous jobs involving event planning, resulting in someday owning her own event planning firm in Northern Virginia.

Jillian Burns is a Senior at Radford University, she is majoring in Communications with a concentration in Public Relations. She is currently the Public Relations Coordinator for Radford University's Fashion Society. She enjoys shopping and anything to do with fashion. She aspires to be a Public Relations practitioner in a fashion related company.


Health In Progress


Situation Analysis Active PR created an organization called RU-HIP, which stands for Radford University - Health in Progress. Through promotions, events, and various partnerships, RU-HIP wants to encourage students to live a healthy and active lifestyle. PROMOTION: RU-HIP will advertise through: flyers, banners, radio ads, RU TV, merchandise, website (, Facebook page (RU HIP), and word of mouth promotion. Advertising is a critical element in making this organization successful and stand out. Our goal is to create awareness to the underclassman about living a healthy and active lifestyle. We want to help students get excited about working out and show them it can be fun at the same time. EVENTS : RU-HIP wants to provide the following options for students; healthy cooking classes, smoothie bar for after workout sessions, and fitness assistants on call at the campus gym. The healthy cooking classes will be held in the new gym. There will be a kitchen located in the gym and RU-HIP members will be able to sign up and learn healthier ways of cooking. The smoothie bar will also be located in the new gym and will provide protein and supplement drinks for post workouts. Fitness assistants will be provided through the ESHE (Exercise, Sports, Health, Education) major at Radford University. There will be a class offered through ESHE that will allow those students to assist other students during exercises. During selected months we will be implementing RU-HIP through events, such as, Carwash, 5K Turkey Trot, Carnival, Holiday Drive during December. PARTNERSHIPS: RU HIP will have a partnership with Wal-Mart in Radford, Virginia. This will help provide healthy snacks for events, supplies for carwash, turkey trot, and carnival. We are also partnering up with United Way of Montgomery, Radford, and Floyd to help our local community. Also, Fresh Printz will provide our apparel. We will team up with Vitamin World in Christiansburg to provide free samples of health shakes to students. These partnerships will help promote RU-HIP and raise money to help underclassmen at Radford University be able to stay healthy and fit. CONCLUSION: We are focusing on underclassmen vs. upperclassmen. We have researched our target audience through focus groups, surveys, and expert interviews. After gathering the information from the research, underclassmen are more likely to eat on campus. Students who live on campus tend to eat less healthy and they do not view working out as important as upperclassmen. Our goal is to raise awareness, motivate, and create physical fitness opportunities for the students at Radford University.


Active PR truly cares about the students at Radford University. We want to do everything we can to accomplish our goals by raising awareness, motivating, and creating physical fitness opportunities for the students at Radford University so they cannot only excel in the classroom but in their health as well.


Health In Progress


Target Audience PRIMARY TARGET AUDIENCE Current Underclassmen of Radford University and Prospective Students: The primary target audience for this campaign is underclassmen who attend Radford University which includes both freshman and sophomore levels. Based on the primary research done we came to the conclusion that most, if not all, underclassman are unaware of how to live a healthy lifestyle. We believe that this is because, as a freshman, coming to college is a social and cultural change to an individual. First time college students want to go out and be social and not worry so much about health. We recognize that this issue may not be due the individuals but to the fact that no one provides the information needed to them to know how to live healthy lifestyles. Since most all underclassman live on campus it is more difficult for them to prepare healthy meals or even know the nutritional value of the food provided at the on campus locations. Prospective students are even more unaware of how unhealthy the college lifestyle can be due to the fact that they have yet to attend. Therefore, these students are extremely important as well. SECONDARY TARGET AUDIENCE Current Upperclassmen of Radford University: The reason the secondary target audience is upperclassmen of Radford is because these students (who consist of juniors and seniors) are more aware of how to live a healthy lifestyle and have the accommodations to do so. Most of the students in this target audience live off campus and can buy their own food and make healthier choices when choosing the food they buy. These students are also starting to get into the “real world� and realize that living a healthy lifestyle is extremely important. Media: The media would be a secondary target audience because it is a helpful source in providing information to those students and persons who are unaware of ways to live a healthy lifestyle. By implementing RU HIP into the media, students and other members of the Radford community can be aware of what Radford University is doing to make changes to eliminate this problem. Local Gyms: Given that Radford University offers gyms for students to use (included in their tuition) students are less likely to go out and join a gym where they have to pay membership fees. Local gyms would be a secondary target audience because those students living off campus and have access to regular transportation may chose their facilities over the ones on camp


Health In Progress


Secondary Research Analysis FINDINGS: The primary findings of our secondary research were: • The weight gain and behavioral patterns that begin during the college years may contribute to unhealthy lifestyles and obesity throughout the rest of adulthood. • Exercise is healthy for the body and mind for people of all ages. • The “Freshman 15” is not a myth. • A healthy fitness program is crucial to preventing Heart Disease, stroke, diabetes, obesity, osteoporosis and controlling blood pressure, muscle pains, depression and many other common health problems. • Generally, college students do abide by the USDA expected daily calorie intake. • Generally, college students do not read labels or control portions. • Most college students are not aware of the healthiest ways to prepare meals. CONCLUSIONS: Based on our secondary research, we have concluded that: • The overwhelming amount of unhealthy adults can be attributed to habits they started in early adulthood, especially those habits learned in college. • Students who are just entering college tend to be lazier and look for convenience rather than importance. Therefore, when choosing meals on campus, they go for fast food dollar menu over a healthier choice which is generally more expensive. • College students have an attitude of immortality when it comes to making healthy choices for themselves. The “work hard, play hard” mentality makes little room for a strict diet and exercise plan. This means that college students need a fun and interactive way to learn about health and better themselves.


Health Statistics Top 20 Fattest Universities in the U.S. as of 2005: 1. University of Louisiana, Lafayette 2. University of New Orleans 3. Mississippi State University 4. Southern Illinois University Carbondale 5. Portland State University 6. University of North Carolina, Greensboro 7. Eastern Michigan University 8. University of Kentucky 9. SUNY College, Brockport (N.Y.) 10.University of South Florida 11.University of Nebraska, Omaha 12.Seton Hall University (N.J.) 13.Louisiana State University 14.Southwest Missouri State University 15.University of Texas, Dallas 16.West Chester University of Pennsylvania 17.University of Cincinnati 18.Winona State University (Minn.) 19.University of Maine 20.Old Dominion University (Va.) Top 20 Fittest Universities in the U.S. as of 2005: 1. 2. 3. 4. 5. 6.

Brigham Young University University of California, Santa Barbara Boston University University of Vermont Northwestern University (Ill.) University of Colorado, Boulder


7. University of Notre Dame (Ind.) 8. University California, Santa Cruz 9. University of Wisconsin, Madison 10.University of Wisconsin, La Crosse 11.Boston College 12.Texas Christian University 13.University of California, Davis 14.Georgia Institute of Technology 15.Salisbury University (Md.) 16.Georgetown University (D.C.) 17.College of William and Mary (Va.) 18.College of Charleston (S.C.) 19.East Carolina University (N.C.) 20.California State University, Long Beach Reference: Dowling, L. (2005). Top 20 colleges: fattest and fittest. Retrieved from

Health Statistics continued 

National rates of overweight and obesity in college students are close to 40 percent.

2 percent of college males polled said that they took diet pills to lose weight; for females, the number jumped to almost 5 percent. 3.3 percent of college-aged women also admitted to vomiting or taking laxatives to lose weight.

Eating disorders affect 5-10 million women and 1 million men, with the highest rates occurring in college-aged women.

42 percent of college males and 59 percent of college females exercised to lose weight and 20 percent of males and 40 percent of females dieted to lose weight.

65 percent of all adults are obese and overweight.

The vast majority of students, 95 percent of women and 82 percent of men, are not meeting nutrient recommendations for fiber.


References: Did you know?. (2010). Retrieved from Potier, B. (2007, June 14). New nutritional research indicates college students face obesitym high blood pressure, metabolic syndrome . Retrieved from The price of inactivity. (2010, July 11). Retrieved from ettingActive/The-Price-of-Inactivity_UCM_307974_Article.jsp University of New Hampshire (2007, June 18). College Students Face Obesity, High Blood Pressure, Metabolic Syndrome. Sc ienceDaily. Retrieved December 2, 2010, from


Health In Progress



Underclassmen Vs Upperclassmen health and fitness habits. *RESEARCHER'S NAME(S) AND TELEPHONE NUMBER(S): I have been asked to participate in a research study conducted Kelly Schwikert, Lauren Trainor, Cally Mullins, Shannon Ruminski and Jillian Burns. *INTRODUCTION: Thank you for your interest in participating in our focus group on Tuesday October 19, 2010. In this form you will find a general description of the focus group being conducted researching the health and fitness habits of underclassmen and upperclassmen at Radford University. *PURPOSE: 8 – 12 students have been selected to participate in this focus group from each age group ranging from 18 – 24. The purpose of this focus group is to find out what types of health and fitness habits students have and to compare them between age/classification groups. *DURATION AND LOCATION OF STUDY: The study will last approximately 1 hour in Heth 103 at 6pm on Tuesday October 19, 2010. *PROCEDURES: Students will be in a room where a video camera will be set up recording for the duration of the study. We will have various food samples set up to snack on during the study. Questions pertaining to the subject will be asked throughout the study and any/all responses are encouraged from the students participating. After the study is completed we will watch the recorded session and begin to analyze the responses. Your participation is completely voluntary and parts of the video may be used in our presentation. *POTENTIAL RISKS AND DISCOMFORTS: There are no known risks or discomforts while participating in this study. *CONFIDENTIALITY/ANONYMITY: Names will not be used in the analysis/presentation of this campaign and will be kept confidential. Video clips may be used during presentation. *RIGHT TO REFUSE OR WITHDRAW: Participation is voluntary and may remove your-self from the study at any point during the session. By reading this consent form thoroughly, I agree to participate in this study and understand that I will be recorded during the full duration of the study. PARTICIPANT'S SIGNATURE


*PERSON OBTAINING CONSENT: I have explained to the above named individual the nature and purpose, the potential benefits and possible risks associated with participation in this research. I have answered any questions that have been raised and I will provide the participant with a copy of this consent form. RESEARCHER'S SIGNATURE



Focus Group Analysis: Tuesday, October 19, 2010 6:00 p.m. OVERVIEW: A research study was conducted to 12 students who live on and off campus. Of those students, we had commuter students, freshmen, sophomores, juniors, seniors and an athlete. The goal of this focus group study was to gain feedback from a selection of students at Radford University about the current awareness of health and fitness on campus. Both healthy and non-healthy food items were set on the table for students to pick and choose from such as: pizza, a veggie tray, chips and salsa, soda, and peanuts. KEY POINTS:

 

 

 

8 students had 1 slice of pizza, 2 students had soda, 3 students brought their own water and no one was interested in the rest of the food provided. Students all agreed that if they had access to a personal trainer on campus it would motivate them to work out more. o All students were excited about the RU – HIP club offering personalized workout/nutrition plans for members. All students stated that they would love to have access to a smoothie bar in the student workout facility which would offer muscle milks, protein shakes, snack bars, etc. Majority of the students agreed that having the Dedmon center unavailable to students is a big inconvenience because the students do not like waiting for cardio machines at the smaller gyms on campus. o Student 9, a female at Radford University stated that when the Dedmon center was open to students it “forced her to go to the gym because she had to drive there.” She also expressed that she “does not like the Faculty gym time from 12-1 in the afternoon because that is a time where she would eat lunch and then want to work out before her classes. o The female students discussed that cardio is their main focus during their work out regime and would like to see more cardio machines. A male athlete stated that Dedmon closes at 6 p.m. and that students are not allowed to use it because it would mess up the machines. Students expressed that they would attend a health seminar or cooking class if it was advertised well enough to catch their interest.


All students agreed that the healthy choices on campus are very expensive for college students and when they have the choice between a $0.99 cheeseburger from Wendy’s and an 8 dollar salad at Wild Greens they would choose the cheaper of the two. o The students who live off campus and do not have a meal plan all stated that they usually cook at home because it is cheaper.

SUMMARY The Focus group provided insight on how to get students excited to work out and live a healthy life – style. They were open to ideas we shared about future plans and goals to make Radford University a “Fit and Healthy” University for on and off campus students. The main concern for students was how expensive it is to eat healthy on campus and having a “personal trainer” available when working out.



1) Are you a. Underclassmen (Freshman, Sophomore) b. Upperclassmen (Junior, Senior) c. Graduate 2) What age group do you fit in? a. > 18 b. 18 – 20 c. 21 – 22 d. 23 – 24 e. < 24 3) Are you a. Male b. Female 4) Do you live a. On campus b. Off campus 5) Do you have a meal plan? a. Yes b. No 6) Does having a job have a negative/positive effect on living a healthy lifestyle a. Negative b. Positive c. N/A 7) Where do you normally eat during the week? a. On campus (Muse, Dalton, Bonnie etc.) b. Fast food off campus c. At home/Dorm (cooking for yourself) d. Dine-in restaurant e. Order takeout/delivery 8) Where do you normally eat on the weekends? a. On campus (Muse, Dalton, Bonnie etc.) b. Fast food off campus c. At home/dorm (cooking for yourself) d. Dine- in restaurant


e. Order takeout/delivery 9) If you eat on campus, where do you eat? (Circle all that apply) a. Chik Fil A b. Fresh Greens c. ABP d. Dalton e. Muse f. Wendyâ&#x20AC;&#x2122;s g. Sabarro h. Salsaritaâ&#x20AC;&#x2122;s 10) How often do you consume alcohol during the week? a. Never b. Rarely c. Sometimes d. Often e. Always 11) Do you smoke cigarettes? a. Yes b. No 12) How often do you work out? a. Never b. Rarely c. Sometimes d. Often e. Always 13) What does your workout entail? (circle all that apply) a. Cardio b. Running/jogging c. Lifting d. Aerobics e. Fitness Classes f. Other ___________________ 14) Does Cost affect what/where you eat? a. Yes b. No c. Sometimes


Figure 1.1

Upper-Classmen vs. Underclassmen living on or off campus


 Upperclassmen  Underclassmen

60 50 40 30 20 10 0

On campus

Figure 1.2 30

Off Campus

On campus

Off campus

How often do you Work out?

 Underclassmen  Upperclassmen






0 Never





Based upon results from a closed –ended survey distributed to 125 students, we found that a higher percentage of upperclassmen workout then underclassmen. Figure 1.1 shows the amount of upperclassmen students that live on and off campus vs. underclassmen students who live on and off campus. Figure 1.2 compares upperclassmen to underclassmen and how often they work out. The percentage of upperclassmen is higher than underclassmen when asked how often they work out. Our theory is that the upperclassmen are becoming more mature and thinking less about a social life and more about a professional appearance, whereas underclassmen are just starting out on their own and are more concerned with partying and living on campus being lazier.


Fig. 2.1 How often underclassmen work out vs. how often upperclassmen work out 30 25

 Underclassmen  Upperclassmen

20 15 10 5 0 Never

Fig. 2.2





What does you work out entail


 Underclassmen  Upperclassmen

40 35 30 25 20 15 10 5 0 cardio




fitness classes


Fig. 2.1 illustrates the amount of underclassmen that work out on a regular basis vs. amount of upperclassmen that work out on a regular basis. The percentage of upperclassmen that work out is higher than the percentage of underclassmen. Fig. 2.2 illustrates the type of work out routine underclassmen have vs. the type of workout routine upperclassmen have. A majority of students who took the survey chose cardio as their choice of work out.


Fig. 3.1

Where do you eat during the week?


Underclassmen Upperclassmen

60 50 40 30 20 10 0 Eat on campus

Fig. 3.2

Fast Food Off campus

At home/dorm

Dine-in resturant

Order-take out /delivery

Where do you eat on campus?


Underclassmen Upperclassmen

50 40 30 20 10 0 Chik Fil A

Wild Greens







Based on figure 3.1, a higher percentage of underclassmen eat on campus due to convenience and their meal plan. If you live on campus, you are required to purchase a meal plan; therefore, the percentage is higher for underclassmen to eat on campus. According to figure 3.2 52% of underclassmen that took the survey chose a healthier meal at Wild Greens as opposed to 40% of upperclassmen that choose to eat at Wild Greens, but a higher percentage of upperclassmen choose to make their own meals at home.


Expert Interview Dr. Kathleen Poole Thursday, October 28, 2010 1:15 p.m.

Our agency, Active PR, interviewed Dr. Poole, an Associate Professor at Radford University. Active PR wanted feedback on implementing personal training as a course for ESHE (Exercise, Sport, and Health Education). Active PR believes this would help encourage students to get motivated with the help of other students. Throughout our interview we learned the following.

Dr. Poole is on the board of the new gym being built at Radford University. Dr. Poole traveled to ODU and William & Mary to look at ideas for Radford Universityâ&#x20AC;&#x2122;s gym plan. She has access to the blue prints for Active PR to use. The gym will be three levels. The track will have an incline. Fitness rooms for classes. Locker rooms with showers. Testing kitchen where there will be healthy cooking classes. The faculty will have to pay to use this gym.


Expert Interview Daniel Gochenour Tuesday, November 31, 2010 5:00 p.m. Our agency interviewed a recent graduate of Radford University. He obtained his Bachelor’s Degree in Science in Exercise, Sport, Health, and Education (ESHE) and is currently attending Jefferson College of Health Sciences for his masters. He is also a Certified Personal Trainer. We asked Daniel several questions pertaining to the health and fitness atmosphere at Radford University for students.

Radford University’s ESHE program does not require work out hours for students outside of Health 200, which is a General Education course for the University. Peters is overcrowded now that Dedmon is closed to students, Daniel was fortunate enough to afford a membership at an off campus gym. Closing Dedmon to athletes only was needed. We are a division one school and the athletes do need a proper place to train. With that said, a fitness center of appropriate size is needed for the rest of the students unable to workout at other places. The biggest factor is making smart choices and I can speak from experience. “During my second year I gained over 50 lbs. Luckily, I realized that it was about making smart choices and exercising regularly. In a year, I was able to lose 80 lbs. In the end, it’s about smart choices.When you go into Dalton after you swipe your food card it’s up to you to bypass the cheeseburgers and fries for the grilled chicken and veggies.” Daniel agrees that Fitness Assistants would be a great idea and to involve the ESHE students with this to earn credit. Fitness training differs in age not in gender. “Women tend to think that weight training is less important to health, which is simply not true. Women are at a higher risk of developing osteoporosis later in life, especially petite women. Strength training at a younger age can help bone strength, which can prevent osteoporosis later in life.”


Open Ended Survey SUMMARY This survey was created in order to get a better understanding of the thoughts and behaviors of Radford University students concerning their meals. It was created as an open ended survey because the agency did not want to hinder the opinions of the students by offering general answers. The survey was administered Thursday, October 7, 2010, to eleven students in the Bonnie Hurlburt Student Center at Radford University. Surveys were administered using the convenient sampling method. Originally, the survey was meant to be administered to a larger number of students, but the agency found the participants to be uncooperative and generally apathetic toward the survey. Thus, the agency decided to suspend the current research survey and create a closed ended survey that would be faster and simpler to complete. Though the agency found the open ended survey to be arduous, they found the results to be beneficial to their overall campaign. SURVEY ANALYSIS Grade Year: Freshman, sophomore, Junior, Senior, Grad Student Gender: Male Female What are you eating? Why did you choose this meal? Why are you eating on campus? Did you consider nutritional values when choosing your meal? Why or why not? If you could have one other restaurant on campus what would it be and why?


RESULTS Female: 10

Male: 1

Freshman: 5

Sophomore: 1

Junior: 2

Senior: 3

Eating from the following restaurants: Chick-Fil A—3; Salsaritas—2; Wild Greens—3; Sushi—2; Other—1 Reasons for choosing their meal: Healthy or low fat—6; Appearance—1; Meal size—1; Favorite food—1; Vegetarian choice—1 Reasons for eating on campus: Have a Meal Plan—7; Convenient (considering vicinity to classes)—2; Cost—2 Reasons for considering nutritional values: Want to lose weight—5; want to be healthier—3; did not consider nutritional values—3 Other restaurants to have on campus: Chipotle, Panera Bread, Tropical Smoothie, Subway, Organic Restaurant, Healthier and Cheaper Restaurant


Health In Progress


Goal #1 To raise awareness of unhealthy student lifestyles by 25%.

Objective: o Campaign Kick – Off: The kick-off is designed for Radford University students to see what RU – HIP is all about. A free fitness and health evaluation will be available for students. o Establish an RU – HIP club for students to work out together in groups and to learn healthy dietary tips when cooking at home and or eating out. o Monthly fitness testing will be available for RU – HIP members to evaluate their progress throughout the year.

Tactics o o o o o o o o o o o o o o

Flyers Radio broadcast with K 92.3 Zach and Danny More affordable healthy food Frisbees T-shirts (Get Healthy, Get Fit with RU – HIP) Water bottles Work out bag Canvas Bag Recipe cards Bumper sticker RU – HIP punch card: includes; discounts at smoothie bar, and benefits for RU – HIP club members. Health and Fitness Fair with ESHE (Exercise, Sports and Health Education Provide a smoothie bar in the gym


Goal #2 To motivate undergraduate Radford University students to maintain a healthy lifestyle by 15%.

Objective: o Campaign Kick – Off: The kick-off is designed for Radford University students to come see what RU – HIP is all about. A free fitness and health evaluation will be available for students. o Establish an RU – HIP club for students to work out together in groups and to learn healthy dietary tips when cooking at home or eating out. o Monthly fitness testing will be available for RU – HIP members to evaluate their progress throughout the year o Health and Fitness Fair with ESHE (Exercise, Sports and Health Education) o Implement “Muscle Mondays”, “Workout Wednesdays” and “Fitness Fridays” where RU students can wear athletic attire to school and workout during free time. These will be held on a bi-weekly basis. o Implement an “Eat HIP” plan: Recipe cards will be distributed to RU-HIP club members on a monthly basis. o Create a cooking class for RU-HIP club members to learn healthy cooking tips.  This will take place in the new gym

Tactics o o o o o o o

Flyers More affordable healthy food prices Frisbees T-shirts (Get Healthy, Get Fit with RU – HIP) Water bottles Work out bag RU – HIP punch card for discounts at the smoothie bar and benefits for RU –HIP club members o Radio broadcast with K 92.3 Zach and Danny o Provide a smoothie bar in the gym


Goal #3 To motivate students and create more physical fitness opportunities at Radford University.

Objective: o Campaign Kick – Off: The kick-off is designed for Radford University students to come see what RU – HIP is all about. A free fitness and health evaluation will be available for students. o Establish an RU – HIP club for students to work out together in groups and to learn healthy dietary tips when cooking at home and or eating out. o Monthly fitness testing will be available for RU – HIP members to evaluate their progress throughout the year. o Revamp peters into a sustainable gym where students will want to go work out with multiple machines. o Offer semester long aerobics classes held at all times of the day Monday through Friday. o Provide healthy work out recovery meals for RU-HIP members that would like a snack after they work out. o Health and Fitness Fair with ESHE (Exercise, Sports and Health Education)

Tactics o o o o o o o o

Flyers Radio broadcast with K 92.3 Zach and Danny More affordable healthy food prices Frisbees T-shirts (Get Healthy, Get Fit with RU – HIP) Water bottles Work out bag RU – HIP punch card for discounts at the smoothie bar and benefits for RU –HIP club members o Establish a “Juice and Fruit Bar”


Health In Progress



FOR IMMEDIATE RELEASE Contact Info: Kelly Schwikert Account Executive 123 East Main Street Christiansburg, VA 24073 804-420-5694

Radford University RU-HIP Campaign Kick-Off RADFORD,VA, August 25, 2011 – Students at Radford University will have the opportunity to be part of the first annual RU HIP campaign kick-off. This event will take place on “Club Fair Friday” during the first week of classes. This campaign is to promote and raise awareness or Health and Fitness on campus. This event is free for all students who attend Radford University. What: RU – HIP Campaign Kick- Off When: September 9, 2011 Where: Peters Gymnasium Time: All Day (8:00 A.M. to 5:00 P.M.) At the event, students will be able to participate in free fitness testing, and free physical check – ups and healthy snacks will be provided to students who participate. Students will receive door prizes and healthy eating tips that will not drain their bank accounts.



About Radford University: Radford University is located in the heart of the New River Valley, Radford, VA. They have over 9,000 students currently enrolled. Choosing from over 150 areas of study, students can have a well-rounded education when they have graduated from RU. The Princeton Review announced Radford University as the “Best in Southeast” in the 2009 Best Colleges: Region by Region. Please visit for more information.

About Active PR: Active PR is a professional Public Relations Agency located in the New River Valley. Active PR’s goal is to “make dreams come true.” The agency implements campaigns and special events for your specific cause. Active PR specializes in health and fitness but is open to other causes that need a campaign designed. Please visit for more information.


Public Service Announcement Contact Info:

Kelly Schwikert 123 East Main Street. Christiansburg, VA 24073

Release Dates:

Monday August 1, 2011 through Friday September 9, 2011

Release Time:

:30 seconds Start the Year off Right with the RU HIP Campaign Kick-off


People running/exercising

Student 1: Dude, with all of this fast food on campus I am definitely going to gain the Freshmen 15! Student 2: campaign.

Not me!! I am going to start my college years off right with the RU – HIP

Student 1:

What’s that???

Student 2: HIP stands for Health in Progress, they are starting a campaign to help students stay fit and healthy in a fun way! Student 1:

That sounds awesome! Where can I find out more information??

Student 2:

September 9, 2011 is there first annual RU – HIP kick off and it will last all day!

Student 1:

GREAT! I will have to stop by and check it out!

Announcer: Come out to the first annual RU – HIP kick off where Radford University Students will receive free fitness testing and free physical check – ups provided by the Radford University Exercise, Sports and Health Education college. END



Public Service Announcement Contact Info:

Kelly Schwikert 123 East Main Street. Christiansburg, VA 24073

Release Dates:

Friday, August 25, 2011 – Friday, September 9, 2011

Release Time:

:30 seconds Join The RU HIP Club

SFX: People talking and music playing, people walking Person 1: What clubs are you thinking of joining? Person 2: I’m thinking about RU HIP, it looked really interesting, you should join with me! Person 1: What is RU HIP?! Person 2: It’s a club for health and fitness, they give you healthy tips and advice on how to live a healthy lifestyle at college plus they have lots of cool benefits. Person 1: That sound interesting maybe I’ll look into it and see what they are all about! SFX: Noise starts to fade into the background. Announcer: September, 12, Radford University will be kicking off their first meeting with the new program RU HIP. Come and see what it is all about, receive rewards, advice, and help with learning how to life a healthy and fit lifestyle while in college. The meeting starts at 7:00 p.m. up stars in the Bonnie on campus. For more information please visit us at END







Public Service Announcement Contact Info:

Shannon Ruminski 123 East Main Street. Christiansburg, VA 24073

Release Date:

Monday, October 3, 2011 â&#x20AC;&#x201C; Monday, October 10, 2011

Release Time:

:30 seconds RU HIP Cooking Class

SFX: People talking and sounds of pots of and pans hitting one another. Women 1: What are you making for dinner tonight? Women 2: Not sure yet, probably pasta again. I wish I could cook healthier foods Women 1: The club I just joing, RU HIP, actually has a class that teaches people how to cook their favorite foods in a healthy way and gives great tips. Women 2: Really?! That would be awesome, do you have to be a member to go? Women 1: Yeah, but itâ&#x20AC;&#x2122;s really easy to join, I am going tomorrow you should come with me! Women 2: Okay that sounds great! Announcer: Come out and join RU HIP and attend our cooking classes where you can learn how to cook your favorite meals in a healthy way, and learn other healthy tips on how to cook. There will also be coupons and other rewards for all those who attend. For more information please visit us at END



Public Service Announcement Contact:

Shannon Ruminski 123 East Main Street Christiansburg, VA

Release Date:

Friday September 30, 2011 – Friday October 7, 2011

Release Time:

:30 seconds Breast Cancer Walk

SXF: People cheering and talking and sounds of walking. Person 1: What are you doing on the 8th or October?! Person 2: Isn’t that Parent’s Weekend and the Highlander Festival? Person 1: Yes. But RU HIP has teamed up with Zeta Tau Alpha to help them with their annual Breast Cancer Walk, it’s $15 to walk but it’s for a good cause, we should definitely go! Person 2: Okay! That sounds great! SXF: People laughing and having fun. Announcer: The RU HIP Club has teamed up with Radford’s Zeta Tau Alpha to help them promote Breast Cancer Awareness throughout the month of October. All month long RU HIP will be collecting donations and handing out information on Breast Cancer. On October 8 , 2011 RU HIP will be with ZTA for their annual walk which will begin at 11 a.m., so come out help both these organizations! For more information please visit END


FOR IMMEDIATE RELEASE Media Contact: Shannon Ruminski Group Associate 540-560-1332 RU HIP TEAMS UP WITH ZETA TAU ALPHA RADFORD, VA (October 8, 2011) – Radford University’s RU HIP Club has teamed up with Zeta Tau Alpha National Fraternity to help promote Breast Cancer Awareness during the month of October. On October 8, 2011, both organizations will be set up on the Radford Campus for ZTA’s annual Breast Cancer Walk. The event will begin on Muse Quad at 11 a.m. and participants will walk all around the campus, the fee is $15 to sign up for the walk. All proceeds will go toward helping with Breast Cancer Education and Awareness. This event is open to the whole Radford community.

### About RU HIP Club RU HIP Club is an organization at Radford University founded to help students become more aware of ways to live a healthy lifestyle. This organization provides numerous tips and advice along with daily testing to measure how healthy students are along with helping them to achieve a living healthy while in college. About Zeta Tau Alpha Zeta Tau Alpha is a national fraternity founded on October 15, 1898 in Longwood, VA. Zeta’s philanthropy is Breast Cancer Education and Awareness and that is what they strive to is, is help raise money to promote Breast Cancer Awareness.







Public Service Announcement Contact:

Shannon Ruminski 123 East Main Street Christiansburg, VA

Release Date:

Monday February 6, 2012 – Tuesday February 14, 2012

Release Time:

:30 seconds Valentine’s Day Deal

SXF: Sounds of busy crowds at a shopping mall. Man 1: What are you getting Tracy for Valentine’s Day this year? Flowers again? Man 2: No I actually heard about this deal with Edible Arrangements, if you’re a member of RU HIP, which we are, you can get a coupon for a discount with Edible Arrangements. Man 1: Oh really!? That sounds like an interesting idea, I might have to look into that. Man 2: Yes, you should, that was the girls will get a nice arrangement but instead of it just sitting on the table or desk they can actually enjoy it! Announcer: This year for Valentine’s Day don’t get that special someone the same old flower arrangement, if you are a member of RU HIP Club you will receive a coupon for a discount at the nearest Edible Arrangements. With these special arrangements your significant other can enjoy looking at the arrangement as well as enjoy a nice, healthy treat! For more information please visit us at END




Promotional Items





Get Healthy, Get Fit With RU HIP!






Health In Progress














Health In Progress


Evaluation Active PR will evaluate the RU – HIP campaign in many different forms. We will first have a website that will let us know the number of people who visit the website throughout the year. The website will host a blog page where students can discuss dieting and work out tips and leave any opinions they may have for the RU – HIP club. Along with the website, we will have Facebook pages for students to add to their Facebook “Likes.” This page will allow us to see how many fans the RU-HIP club will have. Other avenues for evaluation we will take will be to have mid semester health and fitness testing set up for students to see if they are meeting their own goals. At the end of the year, we will have exit surveys for each member of RU-HIP to take at the final meeting. At the final meeting, we will also have a suggestion drop box for the next year to come and how we can improve in specific areas. The following page will have the evaluation survey.


Evaluation Survey 1) Did you find RU â&#x20AC;&#x201C; HIP to be helpful in your specific dietary and fitness needs?

2) Did you meet your specific goal set up for the year?

3) What 3 events, activities etc. did you like from the RU â&#x20AC;&#x201C; HIP club?

4) Would you refer friends to this club?


Health In Progress



Health In Progress


Ackard, D.M., Croll, J.K., & Kearney-Cooke, A. (2002). Dieting frequency among college females: association with disordered eating, body image, and related psychological problems. Journal of Psychomoatic Research, 52(3), Retrieved from &_coverDate=03%2F31%2F2002&_rdoc=1&_fmt=high&_orig=search&_origin=search&_sort=d& _docanchor=&view=c&_acct=C000042521&_version=1&_urlVersion=0&_userid=768496&md5=f 88684bec037dac76b68b48b56d45c00&searchtype=a doi: 10.1016/S0022-3999(01)00269-0 This study focuses on the frequency of dieting among college females and body satisfaction. The researchers wanted to find out if there was a link between dieting and eating disorder symptoms. They found that there was a positive link between the two and that depression along with many other factors effected how frequently females diet. BREVARD, P, & RICKETT, C. (1996). Residence of college students affects dietary intake, physical activity, and serum lipid levels. 96(1), Retrieved from doi: 10.1016/S0002-8223(96)00011-9 This journal article is a comparative study of students living on and off campus. It includes their dietary intake, physical activity, and lifestyle. Some research conducted is serum lipid levels, which deals with total cholesterol. These levels were studied comparatively in the food provided in universities with what students are eating at home. BRYANT, R, & DUNDES, L. (2005). portion distortion: a study of college students. The journal of consumer affairs, 39(2), Retrievedfrom doi: 10.1111/j.1745-6606.2005.00021.x This journal article shows that people are looking at the serving sizes of what they are about to consume. “Most (81%) refer to package labels, and over a third of women identified serving size as “of major interest.” Only one-third accurately estimated the serving size of cereal within 10% of the correct amount, (BRYANT, & DUNDES, 2005).” Butler, S., Black, D., Blue, C. ,&Gretebeck, R. (2004). Change in diet, physical activity, and body weight in female college freshman. American Journal of Health Behavior, 28(1), Retrieved from This article describes the changes in health and fitness behaviors in female college freshman. The main reasons for these changes are related to the changes associated with moving to a new place and starting college. The study measured diet, fitness level/exercise, body-weight, and self-esteem of 54 female freshmen. The results of the study proved that body-weight increased due to a decrease in fitness level/exercise. The study concluded that the overall physical activity level among freshmen needed to be greatly altered along with a more complete and healthy diet. Celio, C., Luce, K., Bryson, S., Winzelberg, A., Cunning, D., Rockwell, R., et al. (2006). Use of diet pills and other dieting aids in a college population with high weight and shape concerns. International Journal of Eating Disorders, 39(6), 492-497. doi:10.1002/eat.20254.


This study looks at a wide range of different forms of dieting (pills, laxatives, etc.) and women who are at risk for eating disorders. It looked at the kinds of aid women are using and who is at risk for having an eating disorder. Results showed that body shape and weight were more of a concern with those participants who uses some form of diet aid than those who do not use an aid. Coates, J, Jefferey, R, & Slinkard, L. (1981). Heart healthy eating and exercise. Introducing and Maintianing Changes in Health Behaviors, 71(1), Retrieved from The healthy heart program was a study conducted targeted toward elementary school student and there dieting habits to keeping their heart healthy. It was a project to get the students to eat less saturated fats and greasy foods. Not only did they monitor their dietary habits but also their exercising habits. Dietary guidelines for healthy american adults. (1996). Circulation, Retrieved from doi: 94:1795-1800 This article is explaining Coronary Heart Disease and what causes it. CHD can be caused by not keeping your heart healthy and exercising frequently. It suggest different dietary guidelines to avoid CHD. Lastly it explains research that has been done on diets causing CHD. Driskell, J, Kim, Y, & Goebel, K. (2005). Few differences found in the typical eating and physical activity habits of lower-level and upper-level university students. Journal of the American Dietetic Association , 105(5), Retrieved from doi: 10.1016/j.jada.2005.02.004 This study focused on freshman and sophomore students compared to junior and senior college students. Studies from what they did each day, eating habits, physical exercise. Looked into places students would eat at and why they chose certain foods over the other. This was targeted to ages 19-25. Health benefits of exercise. (2010). Retrieved from This article outlines some of the major health benefits of a regular exercise regimen. From this webpage there are some specific benefits of exercise which include: the prevention of heart disease and stroke, reduced blood pressure, the prevention/control of diabetes, reduced obesity, the prevention of muscle pains, the prevention of osteoporosis and reduced depression and anxiety. The webpage also describes that the best way to obtain the maximum health benefits from exercise is to complete, “20-30 minutes of aerobic activity three or more times a week” (“Heath benefits of,” 2010). Furthermore, the experts recommend muscle strengthening and stretching at least two times a week. Heidelberg, N., & Correia, C. (2009). Dieting Behavior and Alcohol Use Behaviors among National Eating Disorders Screening Program Participants. Journal of Alcohol & Drug Education, 53(3), 53-64. Retrieved from Academic Search Complete database. This study is focuses on a relationship between dieting behaviors and the consumption of alcohol among college students. The results showed that there is a positive relationship between the way college students diet and the amount of alcohol they drink. Results also showed that the type of dieting used increased the risk of alcohol problems with those who drink more.


Hoffman, D, Policastro, P, Quick, V, & Lee, S. (2006). Changes in body weight and fat mass of men and women in the first year of college: a study of the “freshman 15”. JOURNAL OF AMERICAN COLLEGE HEALTH,,55(1), Retrieved from,5,8;jour nal,25,79;linkingpublicationresults,1:119928,1 doi: 10.3200/JACH.55.1.41-46 The Journal of American College Health goes in depth with researching college freshman on their weight during their first year. “Using a digital scale with bio-electrical impedance, the authors measured height, weight, and percentage of body fat for a sample of students who volunteered to be weighed during a health assessment in the university dining halls (Hoffman, Policastro, Quick, & Lee, 2006). “ This journal has great statistics on men and women in the first year of their college experience. Kolodinsky, J, Green, J, Michahelles, M, & Berino , J. (2008). The use of nutritional labels by college students in a food-court setting. Journal of American College Health , 57(3), Retrieved from,5,20;jo urnal,11,79;linkingpublicationresults,1:119928,1 doi: 10.3200/JACH.57.3.297-302 This research was conducted to see the effects that nutrition labels have on college students. Seeing if students really pay any attention to labels or are they grabbing food to hurry up and get to their next class. In this study they used focus groups to research this topic watching students in the dining hall setting they were more concerned with the nutrition labeling. Lowry, ., Galuska, D.A., Fulton, J.E., Wechsler, H., & Kann, L. (2000). Physical activity, food choice, and weight management goals and practices among u.s. college students. American Journal of Preventive Medicine, 18(1), Retrieved from search&_sort=d&_docanchor=&view=c&_acct=C000042521&_version=1&_urlVersion=0&_useri d=768496&md5=7391b684bede00409fb58a4cbaf64e83&searchtype=a doi: 10.1016/S07493797(99)00107-5 In this study researchers wanted to assess if college students dieted in a healthy way. They conducted a survey and found results to be that males were more likely to be overweight than females but it’s females who try to lose more weight than males. Only about half of both males and females reported using physical activity and healthy dieting to maintain or lose weight. The researchers stated that colleges should try harder to promote programs to make people more aware of healthy dieting. Malinauska, B.M., Raedeke, T.D., Aeby, V.G.,a Smith, J.L., & Dallas, M.B. (2006). Dieting practices, weight perceptions, and body composition: a comparison of normal weight, overweight, and obese college females. Retrieved from,+ weight+perceptions,+and+body+composition:+A+comparison+of+normal+weight,+overweight,+ and+obese+college+females.&hl=en&as_sdt=80000000000000 doi: 10.1186/1475-2891-5-11 This study discusses whether dieting is the same for normal weight, overweight, and obese females in college and if having talks with health educators on healthy dieting would be helpful. The researchers measured various aspects of the participants and then had them fill out a survey asking questions


pertaining to dieting. The results showed that the majority of participants would benefit from meetings with health educators to be more informed on healthy dieting. McKenzie, D., & Johnson, R. (2001). Healthy People 2010: what is the nutrition message for women?. Nutrition Bulletin, 26(3), 241-245. doi:10.1046/j.1467-3010.2001.00160.x. Healthy people 2010 (HP 2010) has been around for about two decades to help improve the health and wellness of America. In this article, HP 2010 focuses on the longevity of the woman’s life with a healthy diet and exercise plan. Not only does HP 2010 cover the obvious reasons to woman’s health but it studies chronic diseases and other health issues. Social Media is playing a big role in the exposure of nutritional information that woman are receiving. But not all of this information is accurate. “The main point to achieving a desired goal weight is to remain consistent: increase the number of fruits, vegetables, whole grains, calcium- and iron-rich foods consumed; decrease fat intake; and maintain a healthy weight by watching caloric intake and increasing physical activity.” Meadows, M. (2004, January). How to keep your heart healthy and active. Consumers Research Magazine, 87(1), Retrieved from S=R&D=a9h&EbscoContent=dGJyMMvl7ESeqK440dvuOLCmr0ieqLBSsq%2B4SreWxWXS&Conten tCustomer=dGJyMPGusky1qrdIuePfgeyx44Dt6fIA In this magazine article from the Consumers Research Magazine, Michelle Meadows touches on many different areas such as taking control of your health, what can prevent heart disease and heart attacks. She also mentions “keeping a healthy weight”(Meadows, 2004) to keep the blood in your heart flowing. Normand, M., & Osborne, M. (2010). Promoting healthier food choices in college students using individualized dietary feedback. Behavioral Interventions, 25(3), 183-190. Retrieved from Academic Search Complete database. In this article, it states that to prevent health problems it is important to have a good healthy diet. According to the United States Department of Agriculture (USDA) the expected daily calorie intake for male’s ages 19-30 is 2,400 and for females ages 19-30 is 2,000. A common misunderstanding is how many calories they are actually taking in. This study consisted of four college students who lived on campus and bought every meal from an on campus restaurant. These college students were given daily dietary feedback that shaped their diet and what should be altered. Physical activity improves quality of life . (2010, August 17). Retrieved from -activity-improves-quality-of-life_UCM_307977_Article.jsp This article is from the American Heart Association and explains why physical activity keeps the heart younger and healthy. “The AHA recommends 30 minutes of exercise a day whether that’s all at once or in three 10 minute intervals”(Physical activity improves quality of life,2010). They touch on areas of increasing life, and mental wellness as well. Ozersky, J. (2010). Grill, Baby, Grill!. Time, 176(1), 57-58. Retrieved from Academic Search Complete database.


This article states on one hand that grilling is an easy and nutritional way to cook food such as meats and vegetables and then on the other hand, the carcinogens that are producing on red meats are killing us. It also gives you tips and advice on how to make grilling even healthier such as, what cut of meat is healthier, don’t burn your meat, coal grills are preferred over gas, you don’t need an expensive grill, and lastly, seafood is a better option. Racette, S., Deusinger, S., Strube, M., Highstein, G., & Deusinger, R. (2005). Weight changes, exercise, and dietarty patterns during freshman and sophomore years of college. Journal of American College Health, 53(6), Retrieved from The overall conclusions of this study are as follows: “weight gain and behavioral patterns during college may contribute to overweight and obesity in adulthood” (Racette, Deusinger, Strube, Highstein, & Deusinger, 2005). The study set out to see how students diet and exercise regimen change upon entering the college setting. The researchers interviewed 764 college students, assessed their body mass index, and gave them a questionnaire about their current diet and exercise habits. Upon the completion of the study, 70% of the students had gained weight. From their research, there was no apparent association to be found between diet and exercise among the students. Stenson , J. (2010, January 6). Exercise makes your brain brighter at any age. Retrieved from The article from describes the ways that exercise is healthy for not only the body but also the mind. Studies from this article include people of all ages. It outlines the decrease in dementia in seniors that can be attributed to as little as 30 minutes of low-impact exercise a day. The article mainly focuses on the positive affect of exercise on kids, teens, and the career aged. Most of the study correlates the fact that aerobic activity sends healthy blood flow throughout the entire body which in-turn helps to nurture the brain. The cognitive impact of exercise on the brain was found helpful academically in school children and teens, promote productivity in middle-aged working adults, and promote concentration in all age groups. The price of inactivity. (2010, July 11). Retrieved from This article from the American Heart Association briefly explains what happens if you are inactive. An interesting fact they mentioned was that “65% of all adults are obese or overweight” (the price of inactivity, 2010). They connect “extra weight” to financial downfalls as well in the economy. Tuuri, G., Zanovec, M., Silverman, L., Geaghan, J., Solmon, M., Holston, D., et al. (2009). “Smart Bodies” school wellness program increased children's knowledge of healthy nutrition practices and selfefficacy to consume fruit and vegetables. Appetite, 52(2), 445-451. doi:10.1016/j.appet.2008.12.007. Smart Bodies is a program that took place in a lower income town in urban Louisiana that includes a three-part intervention designed to teach children in grades K-5 about the reputation of having a healthy lifestyle and energetic minds. “The “Smart Bodies” school wellness program sought to increase children's knowledge of healthy nutritional practices, improve psychosocial variables associated with eating fruit and vegetables, and develop preferences for these foods.” The research study consists of 4


parts: Phase I, Phase II, Implementation protocol, and statistical analysis. According the results, Smart Bodies did make a positive impact on all the students involved in the study. Waehner, P. (2010, January 12). Top 10 reasons you don't exercise. Retrieved from This webpage is devoted to explaining the top 10 reasons adults don’t exercise according to The obstacles are described fully and include ways to surpass the problems. Many of the top 10 reasons include laziness, time management, and other predictable excuses. Other reasons are more unique and less predictable like reason 7: “You’re not seeing any changes in your body”(Waehner, 2010). The description of these frequent excuses for dodging exercise help the group to get a better understanding of who they should target. (2010). Position of the American Dietetic Association: Local Support for Nutrition Integrity in Schools. Journal of the American Dietetic Association, 110(8), 1244-1254. doi:10.1016/j.jada.2010.06.014. According to the American Dietetic Association (ADA), it is required to provide students with availability to high-quality, affordable, nutritious food and beverages. Providing strong wellness strategies will develop and boost the importance and education of having a healthy and well-balanced diet. Having this in mind, you still want the food to be tasty enough for the students to want to eat it. “ADA believes that the Dietary Guidelines for Americans should serve as the foundation for all food and nutrition assistance programs and should apply to all foods and beverages sold or served to students during the school day.” (Journal of the American Dietetic Association, 2010). Another obstacle to overcome is the lack of breakfast students come to school with. It has been researched that breakfast is the most important meal of the day. Lacking in this department affects the students in that eating a hearty breakfast, it enhances the child’s ability to learn and retain information but it also helps them with their dietary needs and prevents them from snacking unhealthily later.





Campaign Book  
Campaign Book  

final campaign book minus budget