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COLLEGE IS ROUGH, WE’RE HERE TO HELP.
An advertising campaign for the University Health Center
Information and Communication Technologies - SMAD 341-0001
Michelle Healey | Molly Hoffmaster | Sarah Jacobs | Allie Waller
May 28, 2014

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TABLE OF CONTENTS
Introduction
Communication Objectives
Situation Analysis
Primary Research
Fact Sheet
SWOT
Consumer Profile
Creative Brief
Print Advertising
Radio Advertising
Television Advertising
Direct Marketing
Social Media Promotion
Media Strategy
Plan for Evaluation
Bibliography
Appendix
PAGE 3
PAGE 4
PAGE 5-8
PAGE 9
PAGE 10
PAGE 11
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PAGE 21-22
PAGE 23-36

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A need for a University Health Center advertising campaign was determined by a visit from
Bill Newton. Bill, a Communications Specialist from the James Madison University Health Center,
revealed to us that the facility was changing locations and increasing services.
Bill described that students are unaware of the programs and services the University Health
Center provides and are unaware of its new location and facilities. With the expansion of the JMU
Heath Center, Bill addressed that there is a need to provide this information to students and increase
student usage of the University Heath Center.
As a team, Allie Waller, Sarah Jacobs, Molly Hoffmaster, and Michelle Healey developed
an integrated advertising plan through the utilization of print advertisements, direct marketing,
social media, television advertising, and radio advertising. First, an encompassing evaluation of the
JMU Health Center’s strengths, weaknesses, opportunities, and threats was undergone. In depth
secondary research as well as a survey was further utilized and provided greater insight into our
designated target audience.
The following booklet will provide an in-depth look at the research, tangible advertisements,
and concepts for the team’s promotion plan. After implemented, the campaign will increase overall
awareness of and interest in the University Health Center, communicate the benefits of the facility,
and portray the facility in a relatable and trustworthy light.
INTRODUCTION

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Task Overview
On January 27th, Bill Newton, the Communications Specialist for James Madison’s University
Health Center, reached out to advertising students about his interest in developing and executing
an advertising and corporate communication campaign. This campaign’s goal would be to create
awareness and highlight the Health Center’s programs, services, and brand new location.
Beginning on March 17th, the JMU Health Center will be moving into a new facility inside
the JMU Student Success Center located on 724 South Mason Street. In addition to this new and
improved facility, the Health Center will also soon provide new servies such as radiology, physical
therapy, optometry, and an expanded pharmacy. This new location will also provide a convenient
bus stop and reserved parking for patients. The client showed enthusiasm for the new facility, and
he hoped to find a campaign that raised awareness and increased student usage of the University
Health Center.
Communication Objectives
Before developing the campaign, the advertising team established three concrete and
measurable communication objectives to help guide them through the various development stages.
These communication objectives serve as a blueprint for the campaign and will be achieved through
strategic planning and execution. The objectives include:
1. To increase overall awareness of University Health Center services, programs, and new
location after the first year of the campaign
-Cause a 25% increase (minimum) in awareness between the pre-test and post-campaign test
-Generate at least 5,000 views on the YouTube video (commercial)
2. To peak interest of the University Health Center, and also make the facility more relatable
and accessible to JMU students after the first year of the campaign
-Facilitate at least 65 UHC tours with free t-shirt giveaways
-Obtain at least 1,500 Facebook “likes”, 2,000 followers on Twitter, 200 followers on Instagram,
and 50 YouTube subscribers
3. To communicate the benefits of using the University Health Center instead of off-campus
facilities after the first year of the campaign
-Increase appointment frequency and overall traffic of UHC by 30%
COMMUNICATION OBJECTIVES
BENEFITS
AWARENESS
INTEREST

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Emergicare, Harrisonburg Community Health Center, and Rockingham Memorial Hospital are
three local competitors to the JMU Health Center. All three are located in Harrisonburg, Virginia and
a like the JMU Health Center, these facilities are equipped with labs, vaccines, daily appointments,
health experts, immunizations and have similar or extended hours to the JMU Health Center.
Emergicare
Emergicare is located at 755 Cantrell Avenue in Harrisonburg, Virginia. Emergicare is 1.6 miles
away from campus and would take someone five minutes to drive, thirty-two minutes to walk and
eight minutes to bike (Google, 2014a). Emergicare ensures short wait times and inexpensive fees.
They also accept many forms of health insurances and self pay options. No appointment is needed
and they are open seven days a week. They are open from 9am to 8pm Monday trough Friday, 10am
to 4pm on Saturdays and 1pm to 6pm on Sundays. Emergicare offers a variety of services from
orthopedic care including injuries, strains, sprains, and fractures, on-site X-Rays, occupational care,
business services such as drug screens and flu shots, on site lab testing for strep, mono, pregnancy,
STD, pap smears, blood count, urinalysis, and minor surgery including removal, drainage, or tetanus
shots (Emergicare, 2013).
MedExpress (Harrisonburg Community Health Center)
The Harrisonburg Community Health Center is located on Little Sorrell Drive in Harrisonburg,
Virginia. Harrisonburg Community Health Center is 1.9 miles away from campus, six minutes to
drive, 40 minutes to walk, and 16 minutes to bike (Google, 2014b). The Harrisonburg Community
Health Center’s mission “is to be a leading provider of quality healthcare in our diverse community”.
They are open for walk in and scheduled appointments five days a week, Monday through Friday,
from 8am until 5pm and they offer extended hours for scheduled appointments only, no walk ins.
The Harrisonburg Community Health Center offers the following services: routine health check-
ups, immunizations for both children and adults, school physicals, monitoring child development
benchmarks, treatment for cold, flu, sore throat, ever, arthritis, high blood pressure, diabetes,
asthma, dental services, well-women exams, patient education, pharmacy linkage services, smoking
cessation, chronic disease management, medication assistance services to eligible patients,
volunteer opportunities for area residents who want to make a real impact, and interpreting services
for patients for whom English is not their primary language (Harrisonburg Community Health Center,
2014).
Rockingham Memorial Hospital
Rockingham Memorial Hospital is located at 2010 Health Campus Drive in Harrisonburg,
Virginia. Rockingham Memorial Hospital is 3 miles away from campus, it takes 8 minutes to drive,
over an hour to walk, and 25 minutes to ride a bike (Google, 2014c). Rockingham Memorial Hospital
are committed to a set of core values and strive to reflect these values in all of their daily activities
and interpersonal contacts. They realize that successfully demonstrating these values is critical to
their success not only in the workplace but the marketplace as well. Their seven core values are
safety, effectiveness, respect, value, integrity, compassion, and excellence. (Sentara RMH Medical
Center, 2013a). The hospital is always open and offers over 50 services (Sentara RMH Medical
Center, 2013b).
One of the most applicable services to James Madison students is their emergency
department that focuses on fast track treatment for patients with minor injuries or illness which include
simple lacerations, colds, sprains, ear pain, insect bites, rashes, toothache, and sore throats. The
emergency department is open from 11am to 10:30pm daily (Sentara RMH Medical Center, 2013c).
COMPETITION

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A variety of health centers from across the nation were researched both far and close to James
Madison University. Researched revealed that most health centers have the same or similar hours of
operation and services as the JMU Health Center.
Pennsylvania State University
Pennsylvania State University Health Center is only open from Monday through Friday are
open on Saturdays from 11am to 3pm for urgent problems only. Their health center offers basic
services such as medical care, health and wellness, immunization compliance, nutrition clinic,
pharmacy, X-rays, psychological services, physical therapy and volunteer opportunities (Penn State,
2013). Penn State advertises all of their health care services and departments through a video clip
that is less than two minutes long (Penn State Student Affairs, 2010).
University of Georgia
The University of Georgia Health Center is not only open during regular business hours but
are open during the evenings and weekends for urgent care. The cost to visit during these hours
are more expensive but the extra charge is worth the convenience of their health center’s location
on campus. Besides extended business hours, the University of Georgia also allows students to
make an appointment, pay their bill and find a health care provider all online. They offer the same
generic services as the JMU Health Center but also offer extensive and encompassing services such
as dental, dermatology, radiology, and physical therapy as well as yoga classes that fall under their
health classes (University of Georgia, 2013).
University of Texas Arlington
The University of Texas Health Center in Arlington also offers the same services as the JMU
Health Center except they are not open on Saturdays. A few unique services that they do offer are
cosmetology, employment for student teachers, fellowship medical certificate, and medical and dental
school. However, the University of Texas Health Center has a Class A Pharmacy for their students
to use along with prescription counseling, and lower prices than outside pharmacies because they
utilize less expensive and more generic brands. Their medical clinic faculty includes family practice
physicians, nurse practitioners and registered nurses. They do not offer any walk-in appoints, unlike
the JMU Health Center (University of Arlington, 2013).
Virginia Polytechnic Institute and State University
The Schiffert Health Center at Virginia Tech has the same business hours and offer similar
services as the JMU Health Center. However an appointment can be made online through a
student health portal as well as calling (Virginia Tech, 2013a). The Schiffert Health Center also
offers academic relief with the assistance of their Medical Review Advisory Committee. The goal
of their Academic Relief program is to help student’s ease their burden, whether by dropping a
course, allowing the student to take an incomplete on courses, delaying exams, or, in some cases,
withdrawing the student from the university for medical reasons (Virginia Tech 2013b).
HEALTH CENTER COMPARISON

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Health Center Research
The new JMU Health Center is located next to the new Student Success Center on the
corner of Martin Luther King Way at 724 South Mason Street. The Health Center’s hours are 8am
to 5pm Monday, Tuesday, Wednesday and Friday, 9am to 5pm on Thursday, and 8am to noon on
Saturdays. Around 200 appointments are offered daily and can be made ahead of time by phone.
The new location will allow the JMU Health Center to offer radiology, physical therapy, optometry,
and expanded pharmacy services. They will continue to offer their allergy clinic, health education and
promotions, immunizations, international travel clinic, lab services, substance abuse clinics, and other
services. The Health Center’s website also lists alternative health care providers and their phone
numbers for their after hours assuring that the students of JMU can seek attentative care at all times
(James Madison University, 2013b).
Target Audience Demographics
The Nielsen Company reports that the median age of residents in Harrisonburg, with the
zip code of 22807, is 19 to 20. The median income for the area is $18,000 and almost 50% of the
population live in a four person household. They live in apartment complexes surrounded by ball
fields, health clubs and casual-dinging restaurants. Demographics for the area are suburban with
a midscale income, below the age of 35 with no children. This person does not own a home but
is a renter and includes a mixture of ethnicities including Caucasian, African American, Asian and
Hispanic (Nielsen, 2013).
The U.S. Census Bureau reported that the estimated population of the city of Harrisonburg,
Virginia was almost 51,000 in 2012 including the students of James Madison University residing in the
city. About 53% of the population is female and the other 47% identify as male. A majority of the city,
78%, identifies as Caucasian. Around 68% of the population live in the same house for up to one year
or longer. Harrisonburg contains 17,444 housing units with over 2,000 people per square mile (U.S.
Department of Commerce, 2013).
Target Audience Psychographics
The profile for people living in the area can be described as “Young Influentials”. They are
pre-occupied with balancing work and leisure pursuits. Their life style and media fall under the
categories of shopping at Best Buy, playing racquetball, read Details, watch American Dad, and drive
a Mitsubishi Eclipse. (Nielsen, 2013).
The students of James Madison University are Experiencers who are motivated by self-
expression. They are young, enthusiastic, and impulsive consumers. Experiencers quickly become
enthusiastic about new possibilities but are equally quick to cool. They seek variety and excitement,
savoring the new, the offbeat, and the risky. Their energy finds an outlet in exercise, sports, outdoor
recreation, and social activities. Their favorite things can be described as a social media following,
being entertained, being established, and the ability to purchase (SBI, 2014a).
JMU students can also be categorized as Achievers. Achievers have goal-oriented lifestyles
and a deep commitment to career and family. Their social lives reflect this focus and are structured
around family, their place of worship, and work. Achievers live conventional lives, are politically
conservative, and respect authority and the status quo. They value consensus, predictability, and
stability over risk, intimacy, and self-discovery. With many wants and needs, Achievers are active in
the consumer marketplace. Image is important to Achievers; they favor established, prestige products
and services that demonstrate success to their peers. They are often interested in a variety of time-
saving devices because of their busy lives. Their favorite things are recognition, rewards, peer-group
acceptance, material possessions, and rules that when followed lead to success (SBI, 2014b).
SECONDARY RESEARCH

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SECONDARY RESEARCH
Target Audience
The target audience will be freshman and sophomores of James Madison University. The
focus is based on the population of James Madison University, which is 60 percent female and 40
percent male. JMU has a 72 percent in-state enrollment and a 28 percent out-of-state enrollment
(James Madison University, 2012). The campaign will focus on the 80.85 percent White population
around the age of 19. The target’s income is an average of $18,000 and 50 percent live in a 4-person
household. There are 18,107 undergraduates, which are the primary target of the JMU students
(James Madison University, 2012). These students are preoccupied with balancing their work and
leisure pursuits. They live in apartments surrounded by sports fields, health clubs, and casual dining
restaurants. Best Buy is a popular place where students spend their income while they are not playing
racquetball or watching American Dad. These students live in suburban areas with midscale income
(Nielsen, 2014).
Based on a primary research survey conducted in January with JMU students, it was found
that a little under half of the student population is aware of the University Health Center’s programs
and services. Students either do not use or are light users of the Health Center because they are
not aware of the services provided. The pet peeves of JMU students are the dining system, parking/
parking services, laundry costs, and the Health Center.
The students are Experiencers and Achievers (SBJ, 2009-2014). Experiencers are young
and impulsive; they enjoy being different and investing in their social life. Most of their excitement
and acceptance of new products contributes to their purchases within fashion and entertainment.
Achievers lean toward successful businesses that are trusted by their friends. They want stability and
look toward long-term success (SBJ, 2009-2014).

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Utilizing the free service, Google Drive, a form-style survey was created with a corresponding
Excel document that kept track of responses as results were submitted. Appendix A-C displays the
survey as it would appear on a computer screen to the target audience, as well as some key findings
from the results.
Survey Process
The survey was sent out via the social media platform, Facebook, to multiple James
Madison University student organizations including Greek Life (Fraternities and Sororities), Student
Ambassadors, Student Government Association (SGA), 2013 Orientation Peer Advisers (OPAs),
2013 First Year Orientation Guides (FrOGs), JMU Class of 2017 and more via the “group” service of
Facebook. 100 students from the James Madison University community completed the survey from
these Facebook groups. The survey results were then stripped down to define the target market of
freshman and sophomore students at James Madison University.
The survey was composed of 17 questions that assessed students’ awareness of the
University Health Center’s facility and programs, their opinion of the Health Center, and their usage of
the Heath Center. In addition, the survey also asked basic questions that assessed their demographic
and psychographic qualities. At the end of the survey, the students were asked about their biggest
JMU pet peeve. The answers to this question helped develop the outline of the campaign’s creative
strategy.
Survey Results and Rationale
Through the survey, the University Health Center was deemed to have poor quality and service
based on student opinion. Students repeatedly mentioned that the employees were not helpful, the
Health Center is in an inconvenient location and multiple students stated that the Health Center was
only viable to provide medical prescriptions for basic illnesses. Overall, the results expressed that
students were unaware of the expanse of current and new services the Health Center offers and
viewed the entire facility in a negative light be from personal experiences or from campus rumors from
peers.
After reviewing the results of the survey, it was concluded that students had a negative opinion
toward the James Madison University Health Center, so the campaign’s goal is to play off of that idea
while showing common student struggles that may also be more negative, ultimately to represent
where the Health Center can help. The last question of the survey asked about “JMU pet peeves,”
or aspects of the campus or student environment that are common struggles or frustrations. Few
responses mentioned the Health Center specifically, but many pet peeves related back to services
that the Health Center could provide aide for, or could be humorous in comparison to the Health
Center. These ranged from parking, the weather, the bus system, trains slowly coming through
campus, and more. The results from this question aided in the creation of the posters, television
commercial, radio script and other promotional materials. By focusing on separate peeves of
externalities that do not involve the Health Center the goal is to frame the Health Center in a better
light and represent how the Health Center can help solve the common student pet peeves.
PRIMARY RESEARCH

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FACT SHEET
UNIVERSITY HEALTH CENTER FACTS & FIGURES
On a scale of 1 - 10, the
overall awareness of
UHC is
4.8 37% 57% 3%
of students never go to
the Health Center
of students sometimes
go to the Health Center
of students always go
to the Health Center
PERCIEVED BENEFITS OF THE HEALTH CENTER:
Less expensive prices, convenient on-campus access, fast service, testing facilities, peace of mind,
quick diagnosis and perscriptions & free condoms
LOCAL
COMPETITION
MedExpress
Urgent Care
Emergicare
RMH
Home doctors
THE AVERAGE
CONSUMER
Female
Age 19
Sophomore
Living on-campus
Experiencer &
Achiever
WHEN DO YOU GO TO THE HEALTH CENTER?
Serious illness
Need medication
Testing services
Serious injury
NEGATIVE PERCEPTIONS OF THE HEALTH CENTER:
Inconvenience, less flexible hours, unaware of services, bad experience, long wait times, poor
customer service, don’t always prescribe medicine when they should, misdiagnosis

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Strengths
James Madison University Health Center has multiple internal strengths. The location of
the building is on Martin Luther King Jr. Blvd. and part of the new Student Success Center, which
provides easy access for James Madison University students who live on-campus since it is walking
distance from residence halls (James Madison University, 2012). The new Health Center location will
also have reserved parking for visitors, which is beneficial to off-campus students for accessibility by
car (James Madison University, 2012).
With the change in location, the University Health Center has increased its offered services
(Newton, 2014). Ultimately the University Health Center will even include services such as radiology
and emergency response (Newton, 2014). In addition these services are provided for free or at a
lower rate than competing medical offices (Newton, 2014).
Weaknesses
Currently, the JMU Health Center has a low satisfaction quality and poor reputation among the
James Madison University students surveyed (Appendix A-C). Students cited poor customer service,
lack of medical knowledge and being “unhelpful” in total (Appendix A-C). Another internal weakness
observed is the hours. Since the Health Center is only open 8:00am-5:00pm Monday-Friday, except
for Thursday when it is open 9:00am-5:00pm, Saturday 8:00am-12:00pm and not on Sunday, there
are limited hours of operation for students to visit (James Madison University, 2013b). This in-turn
limits when students can utilize services and make appointments, which may limit visits.
A final weakness is the University Health Center’s social media presence. Having limited
followers on Facebook, Twitter and other sites limits the amount of students they can reach with
these messages (JMU University Health Center).
Opportunities
The University Health Center will now be connected to the new Student Success Center, a
new building encompassing transformative classroom space, a dining facility, numerous student
service offices, and much more (James Madison University, 2014). The University Health Center
will be incorporated into a centralized location many students will visit (Newton, 2014). In addition, a
Dunkin’ Donuts will be located across from the Health Center Entrance (Newton, 2014).
Threats
There are multiple competing offices in the area including, but not limited to, Rockingham
Memorial Hospital, Med Express, and Valley Urgent Care (James Madison University, 2013b). These
parties offer different operational hours and extended services. Depending on student needs and time
of any health concerns, students may choose an alternate to the University Health Center because of
these features. In the survey, many students also mention that these other locations are more highly
regarded for certain medical services (Appendix A-C).
SWOT

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Demographics
James Madison University student, Elle, is a single nineteen-year-old sophomore from Fairfax,
Virginia. Like the other eighty percent of the James Madison University student population, Elle is
White and from a middle class family (James Madison University, 2012). Elle is currently pursuing
a major in Public Relations with a minor in Music Industry and hopes that her hard work will earn
her a career in the music industry as a Public Relations professional. She is a devoted member of
her sorority and currently lives in the Sunchase apartment complex with three roommates. She is in
walking distance of East Campus and pays around $425 a month. Elle is dependent on her parents
for money and works for fifteen hours a week at the on-campus fitness facility, URec, for minimum
wage. She graduated high school ranked in the top third of her class and takes her academics very
seriously, but also finds time for social activities (James Madison University, 2012).
Consumption
Elle frequently watches The Bachelor, Gossip Girl, and Pretty Little Liars. She enjoys keeping
up with the latest television trends to gossip about the shows with her friends. Elle is subscribed
to Cosmo, Rolling Stone and Vogue magazines (SBJ, 2009-2014). She tweets daily, posts pins on
Pinterest from time to time, and follows various music blogs such as Pitchfork. Elle uses Facebook
occasionally to keep up to date with her friends and family from home. Her closet is full of clothing
from Urban Outfitters, Forever 21, Tobi, and uses her fashion as a form of self-expression. Elle likes
to hike and exercise daily, but has a weak spot for Chic-fil-A, Chipotle, and sushi from Mr. Sato’s.
Lifestyle
Elle likes to think of herself as spontaneous and carefree (SBJ, 2009-2014). She is an
impulsive consumer that enjoys living in the moment. She expresses herself through her ingenious
attitude and her willingness to do anything at the drop of a hat. Elle drives a Jeep Cherokee 2009
and enjoys long rides listening to various classic rock and indie music stations. She is looking forward
to her internship this summer as a representative for Red Bull energy drinks (PRIZM, 2013). Elle
plans on attending Bonaroo music festival in Tennessee working for Red Bull but also for the good
music, good people, and good vibes. She is an Experiencer and an Achiever, who is spontaneous
and energetic, yet levelheaded and driven. She cares about her family and friends and has an active
social life. Part of her income goes to a Netflix account and shopping for sorority social events. She
does not have a boyfriends and her goal is to become a Public Relations Counselor. Her parents are
divorced, but still live in the same city. Elle has allergies during the spring and often gets the flu shot
before flu season starts. Her insurance is through the Student Health Insurance Plan.
CONSUMER PROFILE

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Key insights from research
•There is an overall lack of awareness and negative outlook toward the University Health Center. On
a scale of 1-10, the overall awareness of UHC is 4.8.
•37% of students choose to never go to the University Health Center and utilize other local health
facilities because they offer better customer service, more flexible hours, and more trustworthy
diagnosis and treatments.
•JMU students’ biggest pet peeves include parking, the bus system, dining hall hours, the weather,
and the lack of convenience of the University Health Center.
Summary
Freshman and sophomores are the future of James Madison University, so the team limited
the survey to the age of 19. All freshman live on campus and would be the ones using the Health
Center the most. Sophomores live on and off campus, so they are still used to depending on JMU
services. This age group will be the ones to use the Health Center until they graduate. After narrowing
down the survey, the team looked over each student’s response. Based on the primary research
survey there is an overall negative outlook toward the Health Center. Through this campaign the
team decided to create a more trustworthy and helpful environment for students. The goal is to make
students more aware of the University Health Centers current services and the new services to come
in the future. The campaign will show the common struggles of JMU students and how the Health
Center can help with these issues. Pet Peeves were collected to be used in the campaign to show
how the Health Center is helpful and how it will benefit the JMU campus and students. Students will
relate the positive response the Health Center has toward these problems with their services, giving
the center a more positive and welcoming feel. The results of the Pet Peeves led to the creation of the
slogan “College is Rough, We’re Here to Help.”
Big Idea
The goal is to catch the attention of students through common JMU student dilemmas, “JMU
Pet Peeves” posters. The posters will show that although University Health Center cannot solve those
pet peeves, there are health problems it can solve. The advertisement will have a header about a
Pet Peeve JMU students have, followed at the bottom with what the Health Center can do to help
students. The logo will be located in the bottom right corner with the slogan “College is Rough, We
are Here to Help.” The color used will be white and purple. This approach will allow students to relate
to the advertisement and make a connection with the Health Center. The campaign will have a video
as well with the same color scheme, slogan and logo. It will also include three common problems
JMU students have; spilling a drink or food, missing the bus and being late to class.
The campaign will target the freshman and sophomores of James Madison University because
they are the students who will use the new Health Center the most. The idea is to make the University
Health Center more prominent and viewed as more trustworthy. The three communication objectives
are: to communicate the benefits of using the University Health Center instead of off-campus facilities,
to increase overall awareness of the University Health Center services, programs and location, and to
peak interest of the center, and also make the facility more relatable and accessible to JMU students.
The campaign will take on an emotional appeal. Sympathize, empathize, and relate to students
via an emotional connection of their pet peeves. It will aim to relate through common language/
experiences based on the survey, VALS, Prizm, and the teams personal experience as students at
JMU.
CREATIVE BRIEF

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Overview
In order to capture the attention of students on campus, a series of print advertisements
will be distributed throughout the length of the campaign (Appendix D-E). Not only will the print
advertisements create awareness of the Health Center’s new location and facility, but they will also
display the Health Center in a new, modern, and relatable light. There will be consistency throughout
each advertisement in the font, layout, and body copy. However, each print advertisement will differ
in which “pet peeve” it is demonstrating. For example, one print series will include the four seasons
and the frustrations that come with them. These frustrations include raking leaves in the fall, shoveling
snow in the winter, seasonal allergies in the spring, and melting icecream in the summer. Each print
ad will display a picture of each pet peeve. Continuing the campaign theme, the headline will say,
“We can’t help you with [the falling leaves, the cold, the pollen, the heat], and the subhead will the
offer the Health Center’s facilities and programs as a simple solution to some of their most prevelant
frustations.
Rationale
The pet peeves that will be displayed in the print advertisements demonstrate real results from
primary research. Because of this, the target audience will be able to quickly identify and relate with
the advertisements. The advertisements take a comical approach by simply stating that the Health
Center may not be able to solve all of student’s every day frustrations, but then offering a solution and
communicating the benefits of utilizing the UHC. The prints will be distributed and displayed in every
academic building at James Madison University, as well as in several print publications such as The
Breeze, Port + Main, and Madison101. The constant exposure of the various print advertisements
to the target audience will reinforce the University Health Center’s name, create an emotional
connection with the students, and communicate the various benefits of the University Health Center.
The layout and design of each print advertisement will grab students’ attention and quickly
communicate the benefits of the University Health Center in a visually compelling way. The designs
carefully utilize eye movement, use an asymmetrical balance to create visual interest, and bleed off
the page in order to create an impact for viewers. The repetition of the layout among each various
advertisement will anchor associations and cement beliefs of the University Health Center. The
headline in each print advertisement will create parallelism with the subheading and will also create
curiosity that brings the readers straight to the body copy. The body copy captures attention with the
first sentence, develops desire and credibility throughout the body, and relays a call for action in the
concluding sentence.
The combination of the various print advertisements will create an effective and consistent
brand image for the University Health Center. Each advertisement will relate with students, display
compelling visuals and copy, and build trust in the college health experts at the UHC.
PRINT ADVERTISING

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Overview
The radio advertisement (Appendix F-G) introduces an ill student who is stuck behind a
train, which is making him miss his appointment at the University Health Center. This dialog and
dramatization in the radio spot expresses everyday problems and frustrations that most students
at JMU can relate to. The female announcer in the advertisement offers a simple solution to the
student’s frustrations. Although the University Health Center cannot put an end to trains and traffic,
it can, however, make a college student’s life a little easier with the convenience, programs, and
services they offer. In this particular advertisement the announcer describes how easy it is for a
student to call the Health Center and make, cancel, or reschedule an appointment; especially when
last minute inconveniences affect a student’s day. This example expresses how easy it is for students
to use the Health Center at their own convenience. This radio spot continues the campaign’s theme,
“College is Rough. We’re Here to Help” by expressing to students that the University Health Center
may not be able to solve every problem that college students face on a regular basis, but instead
relating with them and offering the Health Center as an easy and helpful escape when everyday
struggles bring them down.
Rationale
Since the print and TV advertisements feature mostly female students, the radio advertisement
will feature a male actor in order to relate to the entire target audience of freshmen and sophomores.
According to the survey results, a common pet peeve of many JMU students is getting stuck behind
the train when they are rushed for time. Since this advertisement will be played on the radio, which a
majority of the target audience listen to in the car, students can relate to the commercial as they are
driving (CITATION). The commercial will explain to listeners the convenience of making, canceling,
or rescheduling an appointment at the Health Center. A female voice was chosen for the narrator so
listeners can easily distinguish between which voice is the student and the narrator. The commercial
is 45 seconds long, which is just long enough to give listeners all of the information they need, but not
too long where the commercial will lose their interest. The radio stations chosen are the most popular
and most listened-to stations in Harrisonburg (Gaebler Ventures, 2001-2013). While advertising on
these select stations, a majority of students can be reached either through their car radios or through
the radios in their dorm, apartment, or gym.
RADIO ADVERTISING

16
Overview
The 45 second television and YouTube advertisement (Appendix H-I) is a vignette-style
commercial that tells the story of a typical JMU student experiencing the common struggles of a
college student. The various shots show the student spilling coffee on her work, running after a bus,
and showing up to class late. Continuing the campaign theme, “College is Rough, We’re Here to
Help,” a title then says, “we can’t help you with your daily frustrations.” The next shot shows the girl
sneezing into a tissue, and a super says, “but we can help you with this.”
Rationale
The key frame shows the girl sneezing, which was chosen because even though the University
Health Center can’t solve all of the problems a college student may face, they can help them feel
better. Various angles and shots were used throughout the commercial in order to create interest for
the viewer. The super graphics are in neon colors in order to catch the attention of the audience and
keep them visually engaged throughout the video. Bright colors attract the eye, creating and keeping
the interest of the audience. To keep the color and font scheme consistent with the rest of the creative
pieces, the last slide included the logo and same font families as the previous pieces.
The commercial grabs attention because every college student can relate to having a bad
day and getting sick at inconvenient times. “The Story of My Life” by One Direction was chosen
as the song because the commercial expresses a story of the common college student’s life. The
various struggles presented in the commercial were chosen in order to express a domino effect. The
students starts off her rough day by spilling her coffee, which leads her to miss the bus and show
up late to class. After all these problems occurred, she ends up dealing with annoying seasonal
allergies. Fortunately, the Health Center is there to help. The last clip of the commercial is the contact
information, slogan, and logo so the students can go visit, call, or go online to learn more about the
Health Center’s programs and facilities.
TELEVISION ADVERTISING

17
Overview
An envelope, letter, brochure, and t-shirt (Appendix J-M) were created for the direct marketing
package for the JMU Health Center. The letter and envelope were made to be mailed to newly
admitted first year and transfer students who will be attending James Madison University in either the
fall or spring semester.
Rationale
The letter informs students that they can receive a free tour of the Health Center and are given
a t-shirt for visiting and taking the tour. With out the letter, students would not be aware that the Health
Center even offers free tours. By offering a tour students can see how easy it is to book, go to their
appointment and see the new facility and services offered making them more likely to visit the Health
Center instead of going to a local competitor.
To letter will be mailed in the envelope that was designed to spark interest in the reader. To
differentiate the envelope from junk mail a JMU stamp was created featuring a picture of the Duke
Dog. The front of the envelope also reads “special offer inside” to get the reader to open the letter,
read it, and find out how to redeem their offer. The JMU Health Center logo, title and address were
also included on the front of the envelope mirroring the design of the letter. The Health Center logo
was also placed on the back to make the envelope look more visually pleasing as well as the slogan,
Health Center phone number, website, Twitter handle, and an e-mail address.
The special offer in the letter is a free JMU Health Center t-shirt that students can redeem by
visiting the Health Center. People love receiving free clothing because it saves them time and money.
The recipients will incorporate the t-shirt into their wardrobe and the JMU Health Center will garner
the attention and exposure it needs. Another appealing benefit is the inexpensive price tag on t-shirts
(E Promos, 2013). The design of the shirt is simple, clean, and includes JMU’s athletic logo and
Health Center name on the front, and the Health Center’s logo, slogan, and contact information on the
back.
The brochure was created highlight the services and programs that the Health Center offers. It
was designed with the JMU student in mind using an easy to read layout and info-graphic highlighting
the every day struggles of the college student because the JMU Health Center may not be able to
help you through them but they can help you with all of your health needs.
DIRECT MARKETING

18
SOCIAL MEDIA PROMOTION
WHAT’S YOUR
BIGGEST
COLLEGE
PETPEEVE?
Upload a picture of your biggest college
petpeeve. Tag @jmuhealthcenter along
with the hashtag #collegepetpeeve and you
could win a $25 Walmart giftcard!
jmuhealthcenter share your biggest
college petpeeve with us for a chance
EXTRA! EXTRA! We are moved
into our new location
@ 724 S Mason Street. Stop
by & say hello! We may even
have few prizes to give away!
EXTRA! EXTRA! Read all about it! We are officially moved into our new
location at 742 S Mason Street right next to the new Student Success
Center. Stop by and say hello! We may even have a few prizes to give
EXTRA! EXTRA! We are moved
into our new location
@ 724 S Mason Street. Stop
by & say hello! We may even
have few prizes to give away!
Overview
Social media platforms such as Facebook, Twitter, and Instagram will be actively updated
throughout the run of the campaign.
Rationale
Facebook and Twitter were the two social media sites chosen to focus on for the JMU Health
Center. Facebook has 1.18 billion users, of which close to 58% are active daily, with an average of
20 minutes per day, while Twitter has been projected to be the social media platform for the year
of 2014 (Social Media Today, 2013). Around 85% of current American college students, ages 18 to
25, have admitted to spending an average of 19.6 hours per week on online network sites (primarily
Facebook) for work, school, or recreational activities (Huange & Capps, 2013). A Facebook page and
Twitter account already exists for the JMU Health Center so a Facebook post and tweet were created
informing students about the new location. Both posts are attention grabbing and have an informal
yet welcoming tone, keeping the target audience of college students in mind. A recent study indicated
that more than 75% of young adults reportedly had a profile on an social networking service like
Facebook or MySpace and that they devote an average of nine hours a week to maintain their online
network accounts assuring that the posts will be viewed (Huange & Capps, 2013).
In addition, a “college pet peeves” social media contest utilizing Twitter and Instagram will take
place. On Instagram, students will be asked to post a picture of their biggest college pet peeve with
the hashtag #collegepetpeeve and tag @jmuhealthcenter. On Twitter, students will be asked to tweet
their biggest college petpeeve using the same hashtag and tag. After a week, one winner will be
picked from each social media platform and will be awarded a $25 giftcard to Wal-Mart. This social
media contest is another demonstration of how the Health Center is there to help.

19
MEDIA STRATEGY
SUGGESTED ANNUAL CAMPAIGN BUDGET
PRINT
The seasonal print advertisements will be
printed and distributed on campus and around
Harrisonburg three times a year. The ad will
also be placed in The Breeze, Port + Main, and
Madison101. In addition, the print ad will be
actively promoted on social media. The brochure
will be mass published and distributed at UHC.
The customized letter will be sent to a select
group from the target audience.
TV
The 30-second televison spot will run on
Harrisonburg’s local news, weather, and sports
station. The ad will run during morning and
afternoon hours. In addition, the commercial will
be actively promoted on YouTube, Facebook,
Twitter, and UHC’s Web site. A QR code linking
to the video will be printed on the print ads and
brochure (Academy Leader, INC, 2001-2014).
RADIO
The 45-second radio advertisement will run on
four of Harrisonburg’s sixteen local radio stations.
This pre-produced radio spot will run at different
points in the day in order to effectively reach
the target market while they are driving. Music
licensing will also be budgeted for (Lehman,
1997).
SOCIAL MEDIA
Social media outlets such as UHC’s Facebook,
Twitter, Web site, YouTube channel, and
Instagram will be actively monitored and updated
with topics and information related to the
campaign theme. The social media handles will
be promoted on the print advertisements and
brochure. In addition, a customized QR code will
be used to direct viewers straight to the YouTube
channel.
Total campaign
spending:
$13,515.50

Price Per Unit Quantity Total
PRINT
Posters $0.65 2000 $1,300
Brochures $1.08 500 $541
Letterheads $0.21 500 $109
Envelopes $0.16 500 $80
The Breeze - 1/2 page ad $864.00 2 $1,728
Port + Main - 1/2 page ad $550.00 1 $550
Madison101 - 1/2 page ad $550.00 1 $550
$4,858
RADIO
WXJM-FM (88.7) $35.00 20 $700
WKCY-FM (104.3) $35.00 20 $700
WMRA FM (90.7) $35.00 10 $350
WQPO FM (100.7) $35.00 10 $350
Music License $20.00 1 $20
$2,120
TV
WHSV-TV3 $3,000.00 2 $6,000
$6,000
OTHER
T-shirts (free giveaways) $7.50 65 $487.50
Social media contest giftcards $25.00 2 $50.00
$537.50 $13,515.50

20
The campaign will initially run for a year and will be constantly monitored in order to test its
effectiveness among freshmen and sophomores at James Madison University. The campaign will be
introduced in three separate phases throughout the year in order to assure efficiency and accuracy.
Campaign Phases
Awareness Testing
Prior to developing the campaign, a pre-test was given to students within our target audience.
This survey gauged the overall awareness of the University Health Center’s programs and services.
At the end of each campaign phase, an additional survey will be distributed to the target audience.
This will measure the overall effectiveness of each phase.
YouTube views
Views on the YouTube channel will be continually tracked throughout each phase. A continuous
increase in views will express effectiveness of the print advertisements, advertisements in the various
publications, brochure, and QR code.
T-shirt giveaways/ facility tours
After the direct mailing begins in phase two, the number of students who set up a tour of the
University Health Center in return for a free t-shirt will be recorded. This number will express the
effectiveness of the direct mail letters.
Social Media Following
The amount of followers on Twitter and Instagram, “likes” on Facebook, and subscribers on
YouTube will express the effectiveness of the social media contest as well as the overall effectiveness
of the campaign in raising awareness and interest in the University Health Center.
University Health Center Traffic
The overall traffic and visit frequency of the University Health Center will be tracked and
monitored throughout the campaign. These numbers will be compared to the pre-campaign statistics
in order to test the overall effectiveness of the campaign.
PLAN FOR EVALUATION
PHASE 1
AWARENESS
INTEREST
ASSURANCE
August - October
The campaign is introduced and general awareness of UHC is increased.
Media schedule: fall posters distributed, Madison101 ad runs, TV ad runs,
30 radio ads run, brochures are distributed, regular social media updating
and monitoring, and YouTube video promotion, social media contest
Interest is sparked, direct mailing begins, and “freebies” are given away.
Media schedule: winter posters distributed, The Breeze ad runs, direct
mailing begins, t-shirt giveaways, TV ad runs, 30 radio ads run, brochures
are distributed, active social media updating, and YouTube video promotion
Trust is built and relationships are established; t-shirts are sold to students.
Media schedule: spring posters distributed, Port + Main ad runs, direct
mailing continues, t-shirt sales, 30 radio ads run, brochures are distributed,
active social media updating and monitoring, and YouTube video promotion
November - February
March - May
PHASE 2
PHASE 3

21
BIBLIOGRAPHY
Academy Leader, INC. (2001-2014). Tv air time cost. Retrieved from http://www.cheaptvspots.com/airtimesecrets.html
Emergicare. (2013). Retrieved from http://www.emergicares.com/Harrisonburg-Shenandoah-urgent-care-medical-walk
in-clinic.php
E Promos. (2013). Promotional marketing with promotional t-shirts. Retrieved from http://www.epromos.com/education
promo-marketing/promotional-marketing-with-logo-t-shirts/
Gaebler Ventures. (2001-2013). Cost of radio advertising in Harrisonburg, VA. Retrieved from http://www.gaebler.com
Cost-of-Radio-Advertising-In-Harrisonburg---VA
Google. (2014a). Retrieved from https://www.google.com/maps/dir/James Madison University, 800 S Main St,
Harrisonburg, VA 22807/Emergicare, 755 Cantrell Ave, Harrisonburg, VA 22801/@38.4357129,-78.8679924,16z
data=!3m1!4b1!4m13!4m12!1m5!1m1!1s0x89b492c210cfcb89:0x6f94c9e3f58c1de8!2m2!1d-78.868!2d38.4370
7!1m5!1m1!1s0x89b492bf2aa2120f:0x2fbff17942c0f7f!2m2!1d-78.858108!2d38.439938
Google. (2014b). Retrieved from https://www.google.com/maps/dir/James Madison University, 800 S Main St,
Harrisonburg, VA 22807/Harrisonburg Community Health Center, 1380 Little Sorrell Dr #100, Harrisonburg,
VA 22801/@38.4252961,-78.8741586,15z/data=!3m1!4b1!4m13!4m12!1m5!1m1!1s0x89b492c210cfcb89:0
6f94c9e3f58c1de8!2m2!1d-78.868!2d38.437067!1m5!1m1!1s0x89b49292380b5e21:0x80146e10532ecd25!2m2
1d-78.86655!2d38.414279
Google. (2014c). Retrieved from https://www.google.com/maps/dir/James Madison University, 800 S Main St,
Harrisonburg, VA 22807/Sentara RMH Medical Center, 2010 Health Campus Dr, Harrisonburg, VA
22801/@38.4193822,-78.8820835,14z/data=!3m1!4b1!4m13!4m12!1m5!1m1!1s0x89b492c210cfcb89:0x
f94c9e3f58c1de8!2m2!1d-78.868!2d38.437067!1m5!1m1!1s0x89b492c313a1ec65:0x7e2eed2c4e8f570e!2m2
1d-78.855724!2d38.405049
Harrisonburg Community Health Center. (2013). Retrieved from http://www.hburgchc.org/
Huange.S & Capps, M. (2013). College quarterly: Impact of online social network on american college students’ reading
practices. Retrieved from http://www.collegequarterly.ca/2013-vol16-num01-winter/huang-capps.html `
INC. Staff. (2010). How to buy tv advertising on a budget . Retrieved from http://www.inc.com/guides/2010/09/how-to
buy-tv-advertising-on-a-budget.html
James Madison University. (2014, March 17). UHC opens in new location: Student Success Center. Retrieved from
James Madison University website: http://www.jmu.edu/events/healthcenter/2014/03/17-move.shtml
James Madison University Health Center. (Producer). (2013, September 9). James Madison University Health Center
logo [Print Photo]. Retrieved from https://fbcdn-profile-a.akamaihd.net/hprofileakprn1
t1p160x160/536232_602062136503784_821453163_n.jg
James Madison University. (2013a). About JMU: Just the facts. Retrieved from https://www.jmu.edu/about/fact-and
figures.shtml
James Madison University. (2013b). University Health Center. Retrieved from http://www.jmu.edu/healthcenter/
James Madison University. (2013). [JMU University Health Center logo]. James Madison University Facebook Pasge.
Retrieved from https://www.facebook.com/JMUHealthCenter
James Madison University. (2012). Just the facts [Fact sheet]. Retrieved from https://www.jmu.edu/about/fact-and
figures.shtmlversity-healthcenter/?utm_campaign=share&utm_medium=copy

22
BIBLIOGRAPHY
JMU University Health Center. (n.d.). JMU University Health Center. Retrieved from Facebook website: https://www
facebook.com/JMUHealthCenter Lehman, B. (1997). Harrisonburg va area radio stations. Retrieved from http:/
www-personal.umich.edu/~bpl/radio.html
On The Radio.Net. (2010). On the radio.net. Retrieved from http://www.ontheradio.net/wazr
Newton, B. (2014). University Health Center [Prezi slides]. Retrieved from http://prezi.com/9lpsb28vt9sg/university
healthcenter/?utm_campaign=share&utm_medium=copy
Nielsen PRIZM Claritas. (2013). My best segments. Retrieved from http://www.claritas.com/MyBestSegments/Default
jsp?ID=20
Penn State. (2013). University health services. Retrieved from http://studentaffairs.psu.edu/health/welcome/
Penn State Student Affairs. (2010). Uhs services. Retrieved from https://www.youtube.com
watch?v=CNnDc1dPvRM&feature=player_embedded
Rosenstiel, T. (2012). Audio: By the numbers. Retrieved from http://stateofthemedia.org/2012/audio-how-far-will-digital-go
audio-by-the-numbers/
Sentara RMH Medical Center. (2013a). Values. Retrieved from http://www.rmhonline.com/Main/Values.aspx
Sentara RMH Medical Center. (2013b). Services. Retrieved from http://www.rmhonline.com/main/services.aspx
Sentara RMH Medical Center. (2013c). Emergency department. Retrieved from http://www.rmhonline.com/Main
EmergencyDepartment.aspxSocial Media
Today. (2013, November 4). 5 social media marketing trends for 2014. Retrieved from http://socialmediatoday.com
gonzogonzo/1884651/5-social-media-marketing-trends-2014
Strategic Business Insight. (2014a). Vals: Experiencers. Retrieved from http://www.strategicbusinessinsights.com/vals
ustypes/experiencers.shtml
Strategic Business Insight. (2014b). Vals: Achievers. Retrieved from http://www.strategicbusinessinsights.com/vals
ustypes/achievers.shtml
Theodric Technologies LLC. (2014). Radio-locator. Retrieved from http://www.radio-locator.com/cgi-bin
locate?select=city&city=Harrisonburg&state=VA
University of Arlington. (2013). Health services: Ut arlington. Retrieved from http://www.uta.edu/healthservices/
University of Georgia. (2013). The University Health Center. Retrieved from https://www.uhs.uga.edu/
U.S. Department of Commerce. (2013). State and county quick facts: Harrisonburg (city), virginia . Retrieved from http:/
quickfacts.census.gov/qfd/states/51/5135624.html
Virginia Tech. (2013a). Division of student affairs: Shiffert health center. Retrieved from https://www.healthcenter.vt.edu
index.html
Virginia Tech. (2013b). Shiffert health center: Academic relief. Retrieved from https://www.healthcenter.vt.edu/academic
relief/index.html

23
APPENDIX TABLE OF CONTENTS
Survey
Survey key findings
Print Advertisements
Radio advertisment script
TV advertisement script
Direct marketing offer
Direct marketing letter
Direct marketing envelope
Direct marketing brochure
PowerPoint slides
APPENDIX A - C
APPENDIX C
APPENDIX D - E
APPENDIX F - G
APPENDIX H - I
APPENDIX J
APPENDIX K
APPENDIX L
APPENDIX M
APPENDIX N -

27
APPENDIX D
WE CAN’T HELP YOU
WITH THE COLD
BUT WE CAN HELP YOU
GET OVER YOUR COLD.
College isn’t easy, we know, but despite the daily frustrations you face, being sick is
one thing you just don’t have time for. Here at the University Health Center, we may not
be able to control the weather, but we can give you everything you need to start feeling
better - fast. After a long day, you know you can trust our college health experts who
will provide you with quick and reliable care. In addition, our brand new and improved
location in the Student Success Center offers multiple new health services, convenient
parking, and not to mention Dunkin’ Donuts. So, stop in today and make your day a little
brighter at the University Health Center.
724 South Mason Street | 540-568-6178 | www.jmu.edu/healthcenter | @JMUHealthCenter
Scan the QR code above
to see how UHC can help
you with your daily
frustations.

28
APPENDIX E
WE CAN’T CONTROL
THE POLLEN
BUT WE CAN HELP WITH
YOUR SEASONAL ALLERGIES.
College isn’t easy, we know, but despite the daily frustrations you face, being sick is one thing you
just don’t have time for. Here at the University Health Center, we may not be able to control the
weather, but we can give you everything you need to start feeling better - fast. After a long day, you
know you can trust our college health experts who will provide you with quick and reliable care. In
addition, our brand new and improved location in the Student Success Center offers multiple new
health services, convenient parking, and not to mention Dunkin’ Donuts. So, stop in today and
make your day a little brighter at the University Health Center.
724 South Mason Street | 540-568-6178 | www.jmu.edu/healthcenter | @JMUHealthCenter
Scan the QR code above
to see how UHC can help
you with your daily
frustations.

29
APPENDIX F
Client: James Madison University Health Center
Title: “College is Rough, We’re Here to Help”
Time: 45 seconds
Produced
Radio Stations: WXJM 88.7 FM (JMU), WMRA 90.7FM (JMU), WKCY 104.3FM (Country),
WQPO 100.7FM (Top 40)
Date: 3/24/14
SFX:
SFX:
MALE (IN HIS EARLY 20S;
FRUSTRATED VOICE):
ANNCR (WOMAN IN HER EARLY 20
S: COMFORTING VOICE):
MALE (IN A SURPRISED AND
RELIEVED VOICE):
ANNCR (WOMAN IN HER EARLY 30S:
COMFORTING VOICE):
TRAIN SOUND START LOW AND
BECOMES LOUDER AND LOUDER (5
SECONDS)
ONE DIRECTION SONG STORY OF
MY LIFE SUBTLY PLAYING IN
BACKGROUND (FOR THE
REMAINDER OF THE COMMERICAL).
(Sighs in frustration) This ear infection is
killing me. I need to get to the JMU Health
Center, but this train is going to make me
miss my appointment.
No fear! If you are going to miss an
appointment, you can call ahead of time to
cancel or reschedule. We can’t help you
when a train interrupts your day, but we
can help you reschedule an appointment.
Wow! I didn’t know that the JMU Health
Center let you reschedule. But, how do I do
that?
Just call the JMU Health Center

30
APPENDIX G
SFX:
Or go to the Website! We’re located on
Martin Luther King Jr. Blvd. next to the
new Student Success Center! College is
rough, we’re here to help.
CAR HONKS TWICE (2 SECONDS).

31
APPENDIX H
Client: James Madison University Health Center
Title: “College is Rough, We’re Here to Help”
Time: 45 seconds
Key Frame: Scene 9
Date: 3/31/14
1. (LS) CARRIER LIBRARY
BUILDING, OUTSIDE MAIN
ENTRANCE, SUNNY DAY,
STUDENTS WALKING OUT-
SIDE, “UNIVERSITY HEALTH
CENTER” SUPERIMPOSED
TITLE:
2. (CU) OPENING SCENE OF
BRUNETTE 20-YEAR OLD
GIRL WITH STARBUCKS COF-
FEE INSIDE THE LIBRARY,
SITTING AT A TABLE DRINK-
ING COFFEE:
3. (MS) 20-YEAR OLD BRU-
NETTE GIRL SPILLS COFFEE
ON HER PAPERS AND IS
UPSET, SHE IS AT A TABLE IN
THE LIBRARY:
4. (LS) FADE TO SCENE OF
20-YEAR OLD BRUNETTE
GIRL CHASING BUS. LATE BE-
CAUSE SHE SPILT HER COF-
FEE, SUNNY OUTSIDE, NO
PEOPLE AT BUS STOP:
5. (CU) BRUNETTE 20-YEAR-
OLD LOOKS UPSET AND
FRUSTRATED FROM MISSING
THE BUS:
SFX: ONE DIRECTION SONG
STORY OF MY LIFE (5 SEC-
ONDS)
SFX: SONG CONTINUES (4
SECONDS)
SECONDS)
SECONDS)
SECONDS)

32
APPENDIX I
SECONDS)
SECONDS)
SECONDS)
SECONDS)
SFX: SONG CONTINUE (6
SECONDS)
6. (LS) 20-YEAR OLD GIRL
RUNNING TO CLASS BE-
CAUSE SHE MISSED THE BUS:
7. (LS) STUDENTS IN ROOM
STARE AT HER DISAPPROV-
INGLY, 20-YEAR OLD BRUN-
NETTE GIRL LOOKS DEFEAT-
ED:
8. “WE CAN’T HELP YOU
WITH YOUR DAILY FRUSTRA-
TIONS,” TITLE:
9. (MS) 20-YEAR OLD BRU-
NETTE GIRL BLOWING HER
NOSE OUTSIDE, SUPERIM-
POSED “BUT WE CAN HELP
YOU WITH THIS” TITLE:
10. “COLLEGE IS ROUGH,
WE’RE HERE TO HELP” TITLE:

33

Harrisonburg, April 14, 2014
Elle Smith
1421 A
Harrisonburg, VA 22801
Hi Elle!
This is Bill Newton from the James Madison University Health Center. Iʼm writing
to let you know that the University Health Center has just recently moved to a
new facility connected to the Student Success Center. In addition, the new
facility will soon have access to radiology, physical therapy, optometry, and
expanded pharmacy services. There is even a bus stop and reserved parking!
With the change in location, we would love for you to come visit these new
facilities! We are giving all students a free t-shirt when you come take a tour of
the University Health Center before Fall 2014! Thatʼs right! A FREE T-shirt and a
FREE Tour of the JMU Health Center!
This University Health Center tour is a sneak peak offer, but in order to take a
tour and receive the free t-shirt, please call us at (540)-568-6178 or e-mail
healthctr@jmu.edu to reserve a time. The free t-shirt offer has not been
extended to all students just yet, so make sure to reserve a spot before we open
it up to all of campus!
The tour will last 30 minutes and then you can pick up the free t-shirt in the JMU
Health Center lobby as you exit. The new location is in the Student Success
Center on 724 South Main Street. You can actually see the building from the
Quad!
Many contacted students have already expressed interest in the tour and free t-
shirt, so please contact us NOW to participate in this fun event! For more
upcoming events, “Like” the James Madison University Health Center Facebook
Page and stay up to date!
Sincerely,
Bill Newton
Bill Newton
Communications Specialist
P.S. The free t-shirt and Health Center tour is a limited time offer, so pounce while you have
the chance!
JMU University Health Center
724 South Mason Street – Harrisonburg VA 22807
(540)-568-6177 - healthctr@jmu.edu
http://www.jmu.edu/healthcenter/
APPENDIX J

34
Elle Smith
1421A Sunchase Drive
724 S Mason Street
SPECIAL OFFER INSIDE!
540-568-6178 http://www.jmu.edu/healthcenter @JMUHealthCenter newtonwe@jmu.edu
49USA
Front
Back
APPENDIX K

36
College
is Rough,
We’re Here
to Help
Welcome to our new location!
The University Health Center
The University Health Center has moved
to a new and improved facility that offers
students an enhanced and personalized
experience. Everything inside the new
Health Center will be a destination for
student learning and development, student
health, and student services. In addition,
the new facility will introduce new services.
Soon, students will have access to
radiology, physical therapy, optometry, and
expanded pharmacy services. For students’
convenience, UHC also offers a bus stop and
reserved parking. There are five doctors,
five nurse practitioners and a physician
assistant. These health care specialists are
here to serve only JMU students and to give
them the best care. The Health Center will
be open six days a week.
WHAT’S YOUR
BIGGEST PETPEEVE?
JMU PARKING
BUS SYSTEM
HARRISONBURG
WEATHER
DINING HALL
HOURS
LAUNDRY $$$
SMELL OF DOG
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University Health Center
724 S Mason St.
Harrisonburg, Va 22807
540-568-6178
@JMUHealthCenter
jmuhealthcenter
JMUHealthCenter
www.jmu.edu/healthcenter
healthctr@jmu.edu
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• Allergy clinic
• Appointment clinic
• Birth control, contraceptives
• International travel clinic
• Health education/promotion
• LGBT & Ally Education Program
• Limited pharmacy dispensing
• Nutrition counseling
• Substance abuse prevention
• Volunteer opportunities
•
• Immunizations
• Walk-in clinic
• Lab services
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Radiology
Physical therapy
Optometry
Expanded pharmacy
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In addition to the extensive physical health
services, we also offer a wide variety of
health education services. These programs
include seminars on healthy body image,
healthy masculinity, healthy relationships,
sexual assault prevention & responses,
and sexual health. Students may recognize
some of the programs and organizations
we sponsor:
Potty Mouth
Dukes Step Up!
Campus Coalition Against Sexual Assault
HOPE
CARE
REACH
G.A.M.M.A.
SHAC
The University Health Center is here to
help. What can we do for you?
Learn more about our health education
services at
www.jmu.edu/healthcenter/
PreventionandEducation
Feeling sick or need to talk? Schedule an
appointment today at
www.jmu.edu/healthcenter/MyJMUHealth
With over 200 appointments per day, the
University Health Center offers regular
and vaccines, and trustworthy diagnoses
and advice from college health experts.
The health experts include substance
abuse prevention specialists, full time
doctors, nurses, a registered dietitian, and
a dermatology physician assistant. The
Health Center makes it easy to schedule
an appointment with just one quick phone
call. They also take walk ins everydsy of the
week at any time.
To learn more about the Health Center and
its move to the Success Center visit
www.jmu.edu/healthcenter/AboutUs/index.
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APPENDIX M

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