TABLE OF CONTENTS Executive summary
Identity Convenient Care Comfortable care Credible care
(i1) (i2-i4) (i5)
Programs KU Care ambassadors #MotivationMonday Wellness Wednesday Move in day KU Care Diversity Training
(P1) (P2) (P3-P5) (P6) (P7)
Communication The Medium is the Message Care.ku.edu Social Media Facebook Twitter Instagram KU Care App International Communication Parents Communication
(C1) (C2) (C3) (C4-C5) (C6) (C7) (C8-C9) (C10)
Exhibits Timeline Creative Strategy Wellness Wednesday Calender Wellness Wednesday Poster KU Care App Chart
(X1) (X2) (X3) (X4) (X5)
EXEC UTIVE SUMMARY
EXECUTIVE SUMMARY OUR CAMPAIGN
KU Care is a campaign that, through a new brand identity, aims to strengthen the relationship between the KU student body and Watkins Memorial Health Center. This will be done by showcasing three core elements of a strong medical relationship:
Convenient Care, Comfortable Care and Credible Care
Utilizing communication strategies such as social media, an ambassador program and various events, KU Care will establish a constant connection with students in order to engage them in wellness programs and meet their clinical needs. Additionally, this campaign will communicate with parents to gain their recognition that KU Care is their studentsâ€™ best health care option.
This campaign will increase student interaction and help connect the KU community with the brand and its services by implementing the KU Care approach.
CONVENIENT CARE RIGHT HERE. RIGHT NOW. KU students are extremely busy and constantly looking for ways to make their lives easier. Health issues can have negative impacts on students’ academic success because they don’t believe they have time to deal them. KU Care should highlight its convenient aspects because it is important for students to realize that they can take advantage of services provided at Watkins Memorial Health Center instead of seeking out alternative health care options. KU Care should continuously remind students how convenient its services are through its communication, tactics and partnerships, specifically focusing on the following aspects:
· · · ·
Online scheduling Walk-in clinic Availability Affordable prescriptions
· · · ·
On-campus location Affordability 24-hour nurse hotline Pharmacy
COMFORTABLE CARE MAKE STUDENTS FEEL AT HOME KU, through its classes, staff, programs and services, strives to create a supportive campus atmosphere for students as they navigate through their educational journey. KU Care should be dedicated to ensuring each student that walks through the Watkins Memorial Health Center door is comfortable through every step of their medical experience.
When students take the time out of their busy schedules to seek out medical services, they go where they feel most at home. They seek comfort in both the environment and staff at the doctor’s office.
We understand your world better than your home doctor would - Joe Gillespie
COMFORTABLE CARE TRUST AT FIRST SIGHT A first impression is a lasting impression. In order for students to feel comfortable, KU Care must initiate a positive connection as soon as they walk through the door. A relaxed environment when students approach the front desk is important because it is their first point of contact. A great check-in will positively affect their entire KU Care experience. Therefore, the front desk staff needs to be approachable, friendly, professional and patient. A simple smile and genuine concern can go a long way.
Additionally, a way to create a professional first impression would be to implement a KU Care branded dress code for the front desk staff. By having this code, students will immediately be able to identify the KU Care staff.
Branded apparel should be in KU colors: crimson, blue or white.
COMFORTABLE CARE LITTLE DETAILS, BIG IMPACT The physical environment throughout Watkins Memorial Health Center affects how at ease students are during their visit. Therefore, KU Care should update its facility to make it more approachable and inviting. Posters and signage constantly bombard students all over campus. What determines if they stop and look at them is how visually engaging they are. While approachable and inviting, the posters throughout the building should also be eye catching and reflect the three corner stones of KU Care. (See Exhibits)
The waiting and exam rooms provide an opportunity for KU Care to engage students as they wait for their doctors. For example, posters within the exam room could show the doctors’ pictures and credentials in addition to some fun facts. Such informative and attention grabbing posters would provide students with a distraction from their illness.
Furthermore, updating and expanding the waiting room’s magazine selection to appeal to students will make their wait more enjoyable. Magazines such as Sports Illustrated, Shape, People, Cosmopolitan, Rolling Stone, Men’s Health and US Weekly are perfect for the student demographic.
CREDIBLE CARE SHOW THEM WHAT YOU’VE GOT KU Care should showcase its credibility to gain the trust of students and their parents. KU Care employs board certified doctors, has a well-equipped pharmacy, advanced technology, various lab services and is nationally accredited by the Accreditation Association for Ambulatory Health Care.
Qualitative research showed that many students don’t utilize KU Care’s services because they are unaware of these qualifications. In order to change this perception, KU Care should highlight its doctors’ certifications, awards, specialties and its nationally recognized programs.
We meet a large number of standards
- Joe Gillespie
KU CARE AMBASSADORS MORE SOLDIERS ON THE GROUND A comfortable way for students to learn about KU Careâ€™s services is by interacting with their fellow students. Therefore, it is important for KU Care to implement a large student ambassador program. According to a Resident Assistant focus group, freshman students prefer intimate meetings with their peers. These meetings facilitate further discussion and give students an opportunity to ask specific questions in a more personable manner. The KU Care Ambassador program is the brandâ€™s version of Peer Health Educators and will undertake similar duties. The ambassadors should have a presence in the KU community by holding various events throughout the year. Currently there are about 17 Peer Health Educators. The goal is to have at least 50 KU Care Ambassadors within the next year and up to 100 within the next few years. A quick way to expand the number of ambassadors would be to have a representative from each Greek house, scholarship hall and dorm. This is an easy way to have someone relay information directly back to the people they live with. Expanding the KU Care Ambassador program will spread brand awareness.
The larger the ambassador program the more students reached
#MOTIVATIONMONDAY USE BEAKERS TO GET TO CLASS The University of Missouriâ€™s student health advisory council (S.H.A.C) offers students golf cart rides on Fridays as a reward for going to class. This program is extremely successful and a favorite among students. Therefore, KU Care should implement a similar program by utilizing BEakers. With weekends going by so fast, students dread walking up the hill at the beginning of each week. To kick start the week, KU Care Ambassadors should be located at the union and other various places on campus with BEakers, offering to take students to their classes. The ambassadors should initiate conversation in the cart about general health facts and the services offered at KU Care. This program will boost brand awareness and show students that KU Care is devoted to their well-being by proving that KU Care is there when they need it. KU Care should also partner up with other KU departments that have access to similar vehicles to connect to more students.
This program will boost brand awareness and show students that KU Care is devoted to their well-being.
#WELLNESSWEDNESDAY CREATE CAMPUS BUZZ Wellness Wednesday is a weekly interactive program that strives to build relationships with students by educating them about health related issues while simultaneously spreading the KU Care brand. Wednesday is the busiest day on campus, thus giving KU Care the largest pool of students to potentially interact with. The program will occur at various campus locations and will feature current programs as well as new programs. Each event will be tailored to its location and season.
Wellness Wednesdays will be split into two categories: -Tabeling Events -Presentations
#WELLNESSWEDNESDAY TABLE TO ENGAGE STUDENTS Setting up tables at various on-campus locations will provide students with information and encourage them to utilize KU Careâ€™s services. The ambassadors should have a laptop or tablet with a social media page pulled up. This is a quick and easy way to get students to like the page and become further connected with the brand. For example, KU Care Ambassadors should utilize Wescoe Beach to encourage students to participate in quick activities to win prizes. Activities can include games, contests, item giveaways and social media challenges. (See Exhibits) Free food and various freebies should incentivize participation. Qualitative research has shown that students respond well to incentives as they find them to be exciting. Therefore, it is important to reward students for their participation while informing them at the same time.
Thirty-four percent of students say freebies grab their attention more than any other form of marketing.
#WELLNESSWEDNESDAY PRESENT TO PREVENT KU Care Ambassadors should dedicate a portion of Wellness Wednesdays to providing students with health and wellness information through various presentations at residence halls, Greek houses and scholarship halls. These presentations will be scheduled out in a monthly calender. (See exhibits) The University of Missouriâ€™s student health advisory council (S.H.A.C) held a successful spring event that showed the dangers of distracted driving. The counselors instructed students to play Mario Kart while texting, which demonstrated the negative effects of texting and driving. KU Care ambassadors should implement similar fun and engaging events.
Many Greek houses are required to host a set number of educational presentations each year.
MOVE IN DAY COMMUNICATE FROM THE START Move in day is an opportunity for ambassadors to communicate with freshman and their parents. It is also important because it is the first day they are on campus as students, which allows the ambassadors to establish a relationship right away. Ambassadors should help students move in, answer questions and pass out water bottles and welcome packages. Having a face to face conversation with parents will create a dialogue and reinforce how much KU Care invests in their students well-being. This is also a time to gain personal information from parents. Parents could provide their email addresses and sign up to receive monthly newsletters from KU Care to further the connection.
Fourty percent of parents learned about SHS during orientation. Move in day will serve as a substitute for the information gained from orientation.
KU CARE DIVERSITY TRAINING TRAIN TO MAINTAIN According to the KU Office of Diversity and Equality, KU is â€œcommitted to an open, diverse and inclusive learning and working environment that nurtures the growth and development of all.â€? In order to promote this nurturing environment, KU Care should implement diversity training. As seen at the University of North Carolina, KU Care should dedicate one day each summer to a mandatory diversity training program. KU Care should partner with the Office of Diversity and Equity to prepare its faculty and staff for each individual it encounters. The promotion of and support for a diverse and inclusive community of mutual respect requires the engagement of the entire university.
THE MEDIUM IS THE MESSAGE CARE.KU.EDU A few changes should be made to the current student health services website to add to its appeal. Changing the URL to care.ku.edu will make make its affiliation with KU Care clear. This new web address is also easy to remember and mobile friendliness is a must. Care.ku.edu should steer away from a text-heavy format of displaying information, especially on its front page. Health services at the University of Texas at Austin and the University of Missouri utilize icons and pictures on their homepages to direct users to various sections on their website. KU Care should employ this strategy in order to increase its website’s visual appeal. The website should also display icons that link to KU Care’s various social media profiles. This will give website users alternative platforms of connecting with the brand. As a result, KU Care’s social media following and interaction will increase. Research has shown that KU students contact their parents first when it comes to medical matters. Therefore, care.ku.edu should have a tab specifically catered to them. This tab should touch on parent-sensitive matters such as health insurance, medical payments and student privacy. This tab should also touch on KU Care’s credibility by highlighting KU Care’s staff and facility qualifications. This will ensure parents that their children are in good hands.
The University of Texas utilizes social media links and user-friendly icons on their website.
THE MEDIUM IS THE MESSAGE SOCIAL MEDIA A social media presence is vital to increase KU Care’s interaction with KU students. It is convenient for both parties because social media is accessible from any location at any time. A vast majority of KU students are already active on various social media platforms. Additionally, international students prefer to receive information regarding KU organizations through social media. Social media is easy and convenient because it is accessible anywhere, at any time, as long as there’s access a computer or mobile device. Students only have to follow or like KU Care on platforms such as Facebook, Twitter and Instagram to be connected to the brand. On the other hand, KU Care doesn’t have to be physically present on campus. Its ideas are simply shared at the press of a button. Social media posts should be cohesive across all platforms to create a strong, recognizable brand identity. care.ku.edu should also incorporate links to its various social media profiles on its front page. Services like Facebook’s Page Insights and Twitter Analytics should be utilized to gauge the best times to post on social media. The University of Missouri’s Student Health Center takes advantage of these services and has been able to increase its messages’ effectiveness and exposure. Establishing a clear social media policy is also important to ensure that social media messaging is congruent with KU Care’s values and overall mission.
Using social media platforms will give students additional ways to connect with KU Care.
THE MEDIUM IS THE MESSAGE FACEBOOK A 2013 study by Business Insider found that 83 percent of american internet users between the ages of 18 to 29 use Facebook. Additionally, a 2014 study by The Pew Research Center found that 57% of all American adults use Facebook. KU Care should take advantage of this platform accordingly as it provides the largest pool of both students and parents. Unlike other social networking websites like Twitter which has strict limitations on the length of messages, Facebook updates can be up to 63,206 characters long. This provides the opportunity to share lengthy messages that cannot effectively be done on KU Careâ€™s other social media profiles. Links to these Facebook messages should be shared on Twitter and other platforms. The hashtag (#) feature is also incorporated within Facebook but unlike Twitter and Instagram, KU Care should avoid utilizing the tool. A study by EdgeRank Checker, a Facebook analytics firm, found that Facebook hashtags decrease engagement. Facebook also has an autoplaying video feature which ensures videos play automatically as a user is scrolling through their news feed. The videos, however, stay mute unless a user is compelled enough by the images to activate the sound. KU Care should use this to its advantage as its messages will reach students in a commitment free environment.
KU Student Health 101 is a good example of a Facebook page to model after.
THE MEDIUM IS THE MESSAGE TWITTER While Beak Healthy and the KU Peer Health Educators already have moderately successful profiles on Twitter, KU Care should change their twitter handles to @KU_Care and @KUCA (KU Care Ambassadors) respectively. This will make their profiles’ affiliations with KU Care more clear.
These two new accounts should: • Keep messages brief but comprehensive. Twitter only allows 140 characters so textspeak is appropriate when necessary • Share health tips according to the season. For example, stress management tips around finals week and sexual health tips around spring break. • Share info on KU topics that are not health and wellness based • Share interesting health related articles from third party websites • Follow other KU related organizations and retweet them. They will most likely do the same • Utilize the hashtag (#) feature. This will link KU Care’s followers to related content thus keeping them indirectly engaged with the content for a longer period of time • Periodically search the #KUCare hashtag in order to track student opinion on its services. This can provide testimonials which can be used in future marketing. Conversely, it can provide ideas on how to improve your services • Follow KU students in order to learn about their healthcare needs and opinions regarding your services
THE MEDIUM IS THE MESSAGE TWITTER Gaining followers and exposure The week prior to spring break, Jayhawk Buddy System sent out a message on twitter urging KU Students to stay hydrated during the school holiday. Furthermore, Jayhawk Buddy System gave branded water bottles to students who followed the organization on twitter and retweeted the message.The organization gave away 600 water bottles in total, which was great for on-campus exposure. The organization also gained 716 new Twitter followers in a 5 hour span, thus greatly increasing their online presence. KU Care should run similar Twitter campaigns in order to increase its online student audience. Incentives for following KU Careâ€™s account and retweeting their messages should vary depending on the time of year. For example, KU Care could award branded beach towels to students before spring break.
THE MEDIUM IS THE MESSAGE INSTAGRAM KU Care should visually engage students by having a presence on Instagram, where it can showcase its various programs and services in action through pictures and short videos. Instagram posts should link to Facebook in order to maximize exposure. Linking Instagram posts to twitter is inconvenient to twitter users as they get redirected to another website or app. Instead, KU Care should post the pictures and videos it shares on Instagram directly on Twitter. The posts should also include short descriptions to avoid misconceptions or confusion amongst viewers. Similar to Twitter, Instagram incorporates the hashtag (#) feature. KU Care should utilize this feature as it will link its followers to related content, thus keeping them indirectly engaged with KU Careâ€™s messaging for a longer period of time.
Posting images of KU Careâ€™s events and presentations is a simple way to keep students updated.
THE MEDIUM IS THE MESSAGE KU CARE APP Various on-campus organizations and services such as KJHK, Blackboard, the University Daily Kansan, and the Recreation center provide applications that KU students can install onto their mobile devices. KU Care should follow suit and launch an app on both Android and iOs, the two most popular mobile operating systems. The app can later be launched on other platforms such as Windows phone once the initial launches are successful.
Sixty-nine percent of college students own smartphones. They spend around 3.6 hours on their devices each day. -2013 study by Re:Fuel Agency
INTERNATIONAL COMMUNICATION HELP THEM NAVIGATE Focus groups have shown that international students have trouble communicating their medical needs due to language barriers. Participants suggested that body part maps would help fix the issue. Consequently, KU Care should incorporate bodypart maps in its exam rooms and pharmacy. These visual aids will help International students feel more comfortable in explaining their health and wellness needs.
This provides an example of a poster that could be displayed to ease communication.
INTERNATIONAL COMMUNICATION MUTUAL UNDERSTANDING The University of Missouri’s Student Health Center utilizes the Blue Phone program, provided by CyraCom International Inc. The program allows international students to communicate with a medically trained professional who understands their first language, thus allowing students to describe their concerns in their own medical terminology. The medically trained professional then translates these issues to their doctors. By using this intermediary translation international students feel more comfortable knowing their concerns are accurately conveyed. Similarly, KU Care should incorporate this service as it will solve many of the communication barriers that KU’s international students face regarding health care.
CyraCom’s phone Interpretation service provides access to over 200 languages, 24/7.
PARENTS COMMUNICATION START THE CONVERSATION Parents worry about their children when they leave home for the first time. They specifically worry about their child’s health. Therefore it is important for parents to be aware of all of KU Care’s services so that they can find comfort in knowing that there are quick and credible solutions to their child’s well-being right on campus. A way to get information about KU Care’s services to parents is to send out a monthly email over the summer. If KU Care informs parents over the summer, this will beat the information overload that occurs right when students actually go to the university and better stick in their heads. Another way to keep in contact with parents is to have 5 members of the ambassador program be in charge of communication with parents throughout the year.
Keep parents informed through the use of newsletters and emails.
By August 2014
By January 2015
By August 2015
Implement the new brand identity (E1-i5) Social media strategies (C2-C6) Implement the KU Care Ambassador program (P1) Move in day (P6) Branded attire (i3) Body part maps (C8) care.ku.edu (c1) Wellness Wednesday (P3-P5) Implement the Blue Phone (C9) KU Care App (C7)
KU Care Ambassadors: Increase membership to 50 (P1) #MotivationMonday (P2) Diversity Training (P7)
CREATIVE STRATEGY Objective: The purpose of this campaign is to convince students to rely on KU Care as their primary health care 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 KU Care team of experienced physicians, nurses and support staff provide high quality health care in a friendly and caring environment. 2. KU Care programs, in partnership with other campus resources, provide health, wellness and prevention information.
Tone: Professional, engaging, credible, caring, approachable
WEDNESDAY every wednesday for free stuff, health info and tips.
KU Care’s Mobile App Could Have Alcohol and drug information Nutrition information Sexual health information BAC calculator BMI calculator Prescription refill capabilities Links to websites
Should Have An event calendar Hours of operation Links to KU Care’s social media profiles A “send feedback” option Push notifications for events and announcements (Can be deactivated) Appointment scheduling Nurse hotline Doctor profiles
NEAR & FAR ADVERTISING
Published on May 14, 2014