Green Plans Book Pages (ALL) Optimized

Executive Summary
M O R ETHAN MEDICINE ES1
This campaign is about empowering KU students to live healthy,active lifestyles by
participating in health and wellness programs offered by the Student Health
Center.This will help the Student Health Center sponsor co-dependent relation-
ships with theAmbler Student Recreation Fitness Center,KU Recreation Services
and local grocers.This campaign is also about establishing a precedent of trust and
quality care between students and doctors. Students will begin to recognize that
the Student Health Center is approachable, caring, credible, positive and profes-
sional.As a result,you will build a trusting and lasting relationship with the student
body by establishing the BEak Healthy brand as the face of SHC.
Using Beakers as the spokesbird to relay information to students in a way they will
listen will make them eager to use SHC and begin to think of it as a center for
healthcare as opposed to a place for services.Students will connect with students
by becoming brand ambassadors. This once again builds a lasting relationship
between SHC and the students.At the end of a KU student’s college career he or
she will look back knowing that SHC was there for the best and the worst of
times.

BEAKGREATER
M O R ETHAN MEDICINE
What You’ve Started
BEak Healthy is a strong brand concept and a lot of time and resourc-
es have been invested into it. With things such as the Beakers Mobile,
creative condom packaging, BEak Healthy Twitter and toilet talk you
have been successful in getting the word out to students. This cam-
paign will focus on enhancing and expanding the BEak Healthy Brand
making it immediately recognizable to the entire student body.
Students will be able to connect with this brand and will become
more excited about using the Student Health Center.
At the University of Texas, Healthy Horns was an immediately recog-
nizable connection for students. BEak Healthy will mimic this for the
students of KU. Health and wellness issues can be difficult to talk
about, but BEak Healthy will present them in a less intimidating way.
The foundations and ideas of BEak Healthy are great and should not
be ignored.
1I

M O R ETHAN MEDICINE I2
BEAKNAMED
Become a Center
In focus groups, students said they connected with the idea of a center
as opposed to a place for services. Therefore, you will rename
Student Health Services to the Student Health Center. Students will
begin to think of the Student Health Center as a “hub of health.” It will
be a place they can go for all of their health needs from clinical to well-
ness to stress management. With the addition of the coffee shop, it
will also be a place for students to unwind or stop in on their walk to
class. Since a remodel is in the near future, it is a perfect opportunity
to create an inviting environment for students to study, grab a coffee
or pick up their prescriptions.
Students will feel safe in this newly named environment. BEak
Healthy signs will indicate when it is necessary for students to turn
off their cell phones or indicate quiet areas at the center. Each
member of the administrative staff should wear matching shirts that
indicate they are a trusted member of the Student Health Center
team. This will keep the brand consistent and create a better envi-
ronment at the center.
In Georgia, students
were confused by the
name Student Health
Services. They felt the
term “center” would
attract more students.

BEAKBRANDED
Launch the Brand
B E A K
HEALTHY
STUDENT HEALTH CENTER
BEak Healthy will be a successful brand if it is consistent. BEak Healthy
should be on everything from the administrative staff’s shirts to infor-
mational posters. Putting the logo on every single promotional item
will strengthen the brand and make it immediately recognizable to
each KU Student. The BEak Healthy brand is a strong concept that
students will respond positively to.
At the University of Texas, the Healthy Horns brand was successful
mostly because students saw it all over campus. There was not a single
promotional piece distributed by the University of Texas Health
Center that did not show the Healthy Horns logo. The administrative
staff at the University of Texas Health Center wore matching shirts,
which showed uniformity and consistency among the staff as well as
the brand. By implementing a system such as this students will know
who can answer their questions and who is a trusted member of the
Student Health Center staff.
I3

BEAKFUN
Meet the spokesbird
At the University of Georgia, the Healthy Dawg brand is all over
campus. It is a fun, positive take on the Georgia Bulldog that has
become the “spokesdawg” for the University Health Center. SHC will
use the Beak face, already found on “Beakers” and other BEak Healthy
promotions, as its mascot. This spokesperson, or rather “spokesbird,”
will be named Beakers and serve as a useful way to communicate with
students. They want positive suggestions rather than being told what
they cannot do. Beakers will enlighten students about ways to stay
healthy and inform them about the services that SHC offers. Beakers
is an approachable advocate for SHC that will allow SHC to get the
word out about the center, create a friendly relationship with
students, and get involved in the campus community.
In focus groups, students
voiced that they want to
be addressed by SHC in a
positive manner.
I4

BEAKRELATABLE
Brand Ambassadors
Brand Ambassadors are a good way to get the word out about the
Student Health Center. Students connecting with students will build a
relationship based on trust and experience. Students are more likely
to go somewhere that is approved by their peers. These ambassadors
will be primarily sophomores and juniors with extensive knowledge
about SHC and its programs. This position should consist of 15
students who are eager to be involved on campus. They will act more
as a marketing team as opposed to a group of students giving medical
advice and should be primarily focused on guerrilla marketing tactics.
These tactics include tabling on Wescoe, especially at the beginning of
the year, promotional events during Hawk Week and promoting
social media through prize giveaways. At the University of Georgia,
the UHC made use of brand ambassadors that they dubbed Healthy
Dawg Ambassadors. These students worked on the front lines, facili-
tating prize giveaways and handing out promotional items. The afore-
mentioned BEak Healthy ambassadors would work in the same
manner for the SHC.
“I always felt that it was
kind of intimidating, if
someone is doing a
tabling event, to go up
to an adult and start
talking. It’s just kind of
an awkward dynamic
between an adult and a
student when you’re
talking about health.”
Paula Klasek, University of
Missouri SHAC member
I5

BEAK
Meet the Staff
PERSONABLEIn focus groups, students voiced a desire to know more about the
doctors at SHC. Parents expressed the same concern. They want to
know whom their child will be seeking health care from. To address
this issue, you will have “About Me” pages. These pages will consist of
doctors’ credentials, bios of the their personal interests outside the
center and pictures of them in settings that don’t require their lab
coats.
“I think something else
that would be helpful is
to somehow communi-
cate to parents the
experience and the per-
sonnel at Watkins who
will be treating the
students because I’m
not sure we fully under-
stand that or have as
much confidence as
maybe coming home to
our own doctor.”
By featuring personalized descriptions and pictures of the doctors
outside of the center, the doctors will be humanized and seen as more
approachable by the students, which will be consistent with the mar-
keting communications strategy. This will also make students less apt
to visit their family doctors by removing parents’ concern of seeing a
new doctor and making students feel more at home.
Wichita Parent
Focus Group
I6

BEAK
Connect with Parents
INFORMEDParents want and need to be informed about their child’s health care.
The easiest way for parents to access this information immediately is
on the web. SHC will add a “Parents Tab” to their website. This tab
gives SHC the opportunity to build relationships and talk directly to
parents. In focus groups, parents expressed concerns about insurance,
seasonal health, study abroad and services already included in tuition.
Parents said they get the first call when their student is sick. If you give
parents the information they want, they are more likely to encourage
their students to use SHC. Additionally, letting parents know about
your partnership with Study Abroad is vital. Getting everything done
before studying abroad is stressful and if students know they can stop
in at SHC for their pre-travel screening they will take advantage of this
service.
Some parents said they would like constant updates on the happenings
at SHC while other parents said they didn’t want to be contacted.
Therefore, you will create an opt-in/opt-out system for quarterly
newsletters. This will be featured under the parents tab on a side panel
so it is always visible. It will allow parents to enter their email address
voluntarily to receive updates about SHC and campus health.
“I think that [a parent’s
tab] would be perfect. I
think that’s the best
thing they could do.”
Overland Park Parent
Focus Group
C1

BEAKCONNECTED
Create a Mobile App
College campuses are dominated by technology. Students want their
information and they want it fast. Because of this, SHC will generate a
mobile app. A mobile app will allow SHC to connect with students no
matter where they are or what they are doing. The app will hold basic
information such as hours of operation, maps of the facility and an
event calendar. It will also hold more pertinent information about
billing, insurance, specific doctors and appointment scheduling.
Research shows that certain features are more important to students
than others. A chart of these important features can be found in the
Exhibits section. In focus groups, international students expressed that
they feel uncomfortable speaking on the phone due to the language
barrier. The scheduling feature of this app will give international
students a chance to make an appointment and pick their doctor with-
out worry of being misunderstood. This app will put you in constant
communication with the students, which will help you build a strong
relationship with them.
“I think an app would
be covenient if that’s
possible.”
C2
Freshman/Sophomore
Focus Group

BEAK
Establish a Social
Media Presence
SOCIAL 66% of students said
the best way to grab
their attention is
through freebies.
The current KU BEak Healthy Twitter already does a great job of
communicating positively and tweeting regularly. The challenge with
social media is you need followers. One simple way to gain followers
is by following other campus related accounts and students. This
builds a mutually beneficial relationship of “re-tweeting” and sharing
each other’s accounts.
Let’s face it, college students will do just about anything for a free,
cool item. Offering a free t-shirt for a follow at KU hot spots, like
Wescoe Beach, guarantees followers and promotes your brand. Our
research shows that 66 percent of students surveyed prefer market-
ing techniques that include freebies and giveaways. This promotion
would be done at the start of each semester.
Student survey
C3

BEAK
Communicate with
ADVERTISED
Beak Speak
Students spend a majority of their days on campus. Popular areas such
as libraries, the Underground and the Student Union are great places
to advertise SHC. This will be done using Beak Speak. Beak Speak is a
promotional message board. The messages are delivered by Beakers
himself and can be seen on screens at SHC and as print out cards
around campus. These messages will include positive tips, facts, and
reminders about staying healthy.
At The University of Texas, the Student Health Center successfully
used picture boards to display this type of information to students in
the center. These made healthy suggestions to the students, rather
than telling them what to do. Beak Speak will show SHC as an ally that
the students can trust. Beak Speak will educate the student population
about general wellness and show that SHC is invested in their lives.
“I would rather pro-
mote safe drinking
habits rather than,‘if
you drink, you’re
going to fail.’”
Junior/Senior/Graduate
Focus Group
K
Y
BEAK SPEAK
K
Y
B E A K
HEALTHY
1.Salmon
2.Walnuts
3.Oysters
4.Sweet Potatoes
5.Eggs
6.Spinach
7.Lentils
8.GreekYogurt
9.Blueberries
10.Poultry
Vitamin D & Protein
Omega-3 & Biotin
Zinc
VitaminA
Protein & Iron
Iron &Vitamin C
Protein,Iron & Biotin
Vitamin B5 &Vitamin B
Vitamin C
Protein,Zinc & Iron
10 FOODS FOR
HEALTHY HAIR
WHAT’S IN IT?
B E A K
HEALTHY
BEAK SPEAK
Vitamin D & Protein
Omega- 3 & Biotin
Zinc
Vitamin A
Protein & Iron
Iron & Vitamin C
Protein, Iron & Blotin
Vitamin B5 & Vitamin B
Vitamin C
Protein, Zinc & Iron
1. Salmon
2. Walnuts
3. Oysters
4. Sweet Potatoes
5. Eggs
6. Spinach
7. Lentils
8. Greek Yogurt
9. Blueberries
10. Poultry
10 FOODS FOR
HEALTHY HAIR
C4

THEREHawk Week is the first chance you have to connect with new
students. This is the time to make a great first impression and enforce
a positive, caring public image. At Hawk Week, students are required
to come to the SHC session. This gives you an hour of the student's
time to present your programs and services with full control over the
presentation style an environment. You will have the opportunity to
introduce Beakers and the Beak Healthy campaign. This allows you to
start a relationship with students that will last their entire academic
career at KU. The most important thing to keep in mind is that this
hour should be fun and interactive for students.
Instead of overwhelming them with technical information, you will
present positive themed messages with a humorous twist. Current
popular culture reference and asking the students to live tweet is a
sure way to get them involved. Having students download the mobile
app during the session will encourage them to start discovering every-
thing SHC offers right then and there. This presentation gives students
the foundation of information in order to continue learning about
SHC. Parents do not attend Hawk Week, so students will feel inde-
pendent and excited about making their own decisions about their
health
BEAK
It Starts With
Hawk Week
41% of students said
they first learned
about SHS during
orientation.
Student survey
C5

BEAKHELPFUL
Care Cards
Many KU students likely don’t know what over-the-counter medica-
tions to take, or ways of staying healthy. By providing “BEak Well
Packs” with health and wellness products and information, SHC and
the Pharmacy can promote student health and wellness. These kits
will include things like tissues, thermometers, vitamins and “Care
cards.”
These “Care Cards” will be in the form of laminated business cards
and have symptoms and recommended over-the-counter remedies.
The cards should be easy to understand for students. Other universi-
ties such as Texas and Georgia provide kits similar to these, which
have proven to be successful. Students want this information, and
these kits are effective. With the increased traffic stemming from the
new coffee shop you will be able to drive more sales.
“I think if it was some-
thing smaller that you
stick in your wallet, like
business card size, that
you carry around with
you,I would use it more
often.”
Transfer Focus Group
P1

BEAKFIT
Partner with the Rec
The Student Recreation Fitness Center is your neighbor. It has fitness
and you have wellness, so this is a perfect match. Partnering with the
Rec will allow students to think of you when they are nurturing their
health. The Rec offers nutrition, but it could be stronger with recom-
mendations from you as well. A partnership would include fitness
cards made by trainers, supported by you. These cards would suggest
exercises for targeted muscle groups. The name and contact informa-
tion of the trainer who recommended the exercises will be displayed
on the card.
These should be handed out at both the Student Health Center and
the Student Recreation Fitness Center. You will also have a table at
the Rec, at the beginning of the semesters, to hand out “Beak Fit
Packs.” These packs will include a water bottle, towel, headphones,
the informational workout cards and hot/cold packs. By attaching
your brand to this, students will know you support their healthy life.
Partnering with the Rec
is a mutually dependent
relationships that will
benefit both SHC and
the Rec.
P2

About 10,500 KU
students participated
in intramural sports
throughout the fall and
spring semester this
year.
BEAKACTIVE
Partner with
Intramurals
B E A K
HEALTHY
This year, roughly 10,500 students participated in intramural sports
throughout fall and spring semesters. This is a significant part of the
student body that you have an opportunity to target. Many of the
sports offered by Recreation Services are physically demanding.
Students can injure themselves while in their sports season. The
majority of these injuries can be remedied on-site (rolled ankles, cuts,
scrapes etc.), but students lack the proper first-aid materials.
By providing simple first-aid kits with the "BEak Healthy" logo on them
to Intramural Team Captains, you will keep students safe while
promoting your brand. These kits will include an ACE bandage, adhe-
sive bandages, antiseptic wipes, instant cold packs and a card with
SHC's information on it.
P3

BEAKNUTRITIOUS
Partner with
KU Dining
Health and nutrition go hand-in-hand. A partnership with KU Dining
Services will expand your brand even further. A partnership with KU
Dining Services will expose students to the BEak Healthy brand at
multiple locations across campus. The BEak Healthy brand will be
paired with healthy breakfast, lunch and dinner options.
These well balanced meals will be “Beakers Approved.” Nutrition
facts will be displayed at eye level to keep students educated. This
partnership will extend to the restaurants on KU campus such as Brel-
las, to involve more “Beakers Approved” items. Students will learn to
trust Beakers recommendation, like they trust the Student Health
Center.
Every freshman fears
the freshman 15, help
them conquer that
stereotype through
KU Dining.
P4

BEAKNUTRITIOUS
Partner with the
Community
Learning to cook can be a challenge for college students. Beakers can
teach students to shop healthy if SHC partners with a local grocer.
This will be a co-dependent relationship because they have food, but
no nutritionist. A display at the front of the grocery store will have
BEak Nutritious cards that will feature an affordable, healthy recipe.
These cards will remind students that Beakers cares. It will also help
SHC promote itself by reminding students about the BEak Healthy
brand. It is important that students can see Beakers and immediately
connect him with the BEak Healthy brand. Students are also on a
budget. Having an option that is 10 ingredients for $10 will encourage
students to eat healthy while on a budget.
“I think maybe it would be
a little more obvious and
get used more if it was a
little display somewhere
in the produce section or
you could even grab the
recipe card as you’re grab-
bing your cart.”
B E A K
HEALTHY
SPRING SALAD
Ingredients:
1 Head of Fresh Lettuce
2 Diced Cucumber
2 Fresh DicedTomatoes
1 Bunch Fresh Basil
4Tbsp Lemon Juice
1/3 Cup Olive Oil
1/4 Diced Red Onion
Salt and Pepper
www.Food.com
Combine and enjoy!
-FOR -
$10
TEN
SPRING SALAD
Ingredients:
2 Diced Cucumber
2 Fresh Diced Tomatoes
1 Bunch Fresh Basil
4 Tbsp Lemon Juice
1/3 Cup Olive Oil
1/4 Diced Red Onion
Salt and Pepper
Combine and enjoy!
www.Food.com
B E A K
HEALTHY
TEN FOR
$10
Transfer Focus Group
P5

Creative Strategy
Objective:
Strategy:
Tone:
The purpose of this campaign is to convince KU students to rely
on SHS as their primary healthcare provider, and to participate in
wellness programs because maintaining good health is vital to
success.
This will be accomplished by clear statements that:
The SHS team of experienced physicians, nurses and support staff
provide high quality healthcare in a friendly and caring environ-
ment.
SHS programs, in partnership with other campus resources,
provide health, wellness and prevention information.
Professional, engaging, credible, caring, approachable
E2

CampaignTime-line
Summer 2014
Have promotional items designed and produced:
- BEak HealthyT-Shirts
BEak Healthy First Aid Kits
- Ice pack
- Standard first aid kit items
BEak Healthy Pharmacy Packs
- Care Cards
BEak Fit Packs
-Water Bottles
-Towels
- Headphones
- Fit Cards
Beak Speak
- Develop Beak Speak visuals for screens at SHC and
flyers to pass out
Fall 2014
HawkWeek
-Introduce BEak Healthy and Beakers during HawkWeek and
Orientation Information Fair
- Launch SHC name change
Social Media
- Start t-shirt giveaway forTwitter
Intramurals
- Distribute Intramural First Aid Kits
- Set up table in the Rec Center for BEak Fit Pack giveaway
- Pack should be given after answering trivia/following onTwitter
Start recruitment for Student Brand Ambassadors
Beak Speak
- Start distribution of Beak Speak
Start brokering partnership with Dillons/HyVee
- Producing healthy recipe cards (10 for $10)
·KU Dining
- Coordinate with Dining Services to create healthy meal options
sponsered by SHC
Spring 2015
- Finalize recruitment and institute Student Brand Ambassadors
- Begin distributing healthy recipe cards
- Advertise on Social Media
E3

M O R E- Corbel Bold
THAN MEDICINE - Gill Sans MT Bold
Stylization
Colors
Typography
B E A K- Gill Sans MT Regular
HEALTHY- Gil Sans MT Regular
STUDENT HEALTH CENTER- Gill Sans MT Regular
C: 0%
M: 100%
Y: 100%
K: 0%
C: 44%
M: 0%
Y: 17%
K: 0%
C: 6%
M: 2%
Y: 100%
K: 0%
C: 50%
M: 36%
Y: 38%
K: 2%
C: 100%
M: 98%
Y: 18%
K: 26%
C: 5%
M: 3%
Y: 10%
K: 0%
E4

Care Card
Care Card
Sore Throat?
Medicine: Home Remedies:
Tylenol Sore Throat Rest
Drink tea with honey
If symptoms persist make an appointment
with Student Health Center
B E A K
HEALTHY
E7

Beakers Ice Pack
B E A K
HEALTHY
E8

BEak Healthy Shirts
@Beak_Healthy
#BEAKHAPPY
#BEAKWELL
@Beak_Healthy
HEALTHY
B E A K
HEALTHY
B E A K
#BEAKWELL
@Beak_Healthy
E9
HEALTHY
B E A K

Mobile App Grid
Appointment Scheduling
Doctor Bios
Prescription Re�ill
Services & Programs Information & Capabilities
Hours of Operation & Location
Event Calendar
Nutrition Information
Nurse Hotline
Login to Student Portal
Maps
Calorie Counting Program
Push Noti�ications
Social Media Icon
Sexual Health Information
Alcohol & Drug Information
BAC Calculator
BMI Calculator
Local Doctor Referrals
Appointment Review
QR Scanner
Links to Website
Billing Information
Insurance Information
Pedometer
= Must Haves
= Could Haves
= Possibilities
MOBILE APP CHART
E10

BEak Healthy logo
B E A K
HEALTHY
E6

Grocery Store Flyer
B E A K
HEALTHY
SPRING SALAD
Ingredients:
2 Diced Cucumber
2 Fresh DicedTomatoes
1 Bunch Fresh Basil
4Tbsp Lemon Juice
1/3 Cup Olive Oil
1/4 Diced Red Onion
Salt and Pepper
www.Food.com
Combine and enjoy!
-FOR -
$10
TEN
SPRING SALAD
Ingredients:
2 Diced Cucumber
2 Fresh Diced Tomatoes
1 Bunch Fresh Basil
4 Tbsp Lemon Juice
1/3 Cup Olive Oil
1/4 Diced Red Onion
Salt and Pepper
Combine and enjoy!
www.Food.com
B E A K
HEALTHY
TEN FOR
$10
E11

Table of Contents
Executive Summary
Executive Summary................................................................................(ES1)
Identity
What You’ve Started.................................................................................(I1)
Become a Center........................................................................................(I2)
Launch the Brand........................................................................................(I3)
Meet the Spokebird....................................................................................(I4)
Brand Ambassadors....................................................................................(I5)
Meet the Staff...............................................................................................(I6)
Communication
Connect with Parents..............................................................................(C1)
Create a Mobile App................................................................................(C2)
Establish a Social Media Presence..........................................................(C3)
Communicate with Beak Speak.............................................................(C4)
It Start with Hawk Week........................................................................(C5)
Programs
Care Cards..................................................................................................(P1)
Partner with the Rec.................................................................................(P2)
Partner with Intramurals..........................................................................(P3)
Partner with KU Dining............................................................................(P4)
Partner with the Community..................................................................(P5)
Exhibits
Beakin’ Creative.........................................................................................(E1)
Creative Strategy.......................................................................................(E2)
Campaign Timeline....................................................................................(E3)
Stylization....................................................................................................(E4)
Photo Credits.............................................................................................(E5)
BEak Healthy Logo....................................................................................(E6)
Care Card...................................................................................................(E7)
Beakers Ice Pack........................................................................................(E8)
BEak Healthy Shirts...................................................................................(E9)
Mobile App Grid......................................................................................(E10)
Grocery Store Flyer................................................................................(E11)
Beak Speak................................................................................................(E12)

K
Y
BEAK SPEAK
K
Y
B E A K
HEALTHY
1.Salmon
2.Walnuts
3.Oysters
4.Sweet Potatoes
5.Eggs
6.Spinach
7.Lentils
8.GreekYogurt
9.Blueberries
10.Poultry
Vitamin D & Protein
Omega-3 & Biotin
Zinc
VitaminA
Protein & Iron
Iron &Vitamin C
Protein,Iron & Biotin
Vitamin B5 &Vitamin B
Vitamin C
Protein,Zinc & Iron
10 FOODS FOR
HEALTHY HAIR
WHAT’S IN IT?
B E A K
HEALTHY
BEAK SPEAK
Vitamin D & Protein
Omega- 3 & Biotin
Zinc
Vitamin A
Protein & Iron
Iron & Vitamin C
Protein, Iron & Blotin
Vitamin B5 & Vitamin B
Vitamin C
Protein, Zinc & Iron
1. Salmon
2. Walnuts
3. Oysters
4. Sweet Potatoes
5. Eggs
6. Spinach
7. Lentils
8. Greek Yogurt
9. Blueberries
10. Poultry
10 FOODS FOR
HEALTHY HAIR
BEak Speak
M O R ETHAN MEDICINE E12

Beakin’ Creative
Front left to right: McKenzie Myers and Jordan McCormack
Middle left to right: Carly Gutierrez and Alissa Corbet
Back left to right: Clent Tippin and Caleb Sisk

Executive Summary
(EX1) Photo by campaigns class
Identity
(I1) SHS Twitter
(I2) Photo by campaigns class
(I3) Image by Beakin’ Creative
(I4) Image by Beakin’ Creative
Communication
(C1) Photo by Beakin’ Creative
(C2) Photo by campaigns class
(C3) Twitter logo from Twitter
(C4) Image by Beakin’ Creative
(C5) Photo by campaigns class
Programs
(P1) Photo by campaigns class
(P2) Photos by campaigns class
(P3) Image by Beakin’ Creative
(P4) Photos by Beakin’ Creative
(P5) Image by Beakin’ Creative
Exhibits
(E1) Photo by Beakin’ Creative
(E2) Image by Beakin’ Creative
(E4) Images by Beakin’ Creative
(E9) Images by Beakin’ Creative
Photo Credits

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