Worked in a team of six to design a strategic communication plan for the Robert R. Colbert Sr. Wellness Center. Conducted primary and secondary research to identify the current situation and target audience. Using these insights, our team proposed creative strategies and tactics to increase membership for the center.

1. ROBERT R.ROBERT R.
COLBERT SR.COLBERT SR.
WELLNESS CENTERWELLNESS CENTER
KAJES COMMUNICATIONSKAJES COMMUNICATIONS
Strategic Communication PlanStrategic Communication Plan

2. TABLE OF CONTENTSTABLE OF CONTENTS
INTRODUCTION
Executive Summary .... 2
Overview .... 2
OBJECTIVES
Marketing .... 3
Communication .... 3
BACKGROUND
Situational Analysis .... 4
SWOT Analysis .... 4
RESEARCH
Objectives .... 6
Primary/Secondary .... 6
Brand Value Proposition .... 7
Target Market .... 8
Campaign Strategy .... 9
MESSAGE
WEllness .... 10
Visual/Verbal/Creative .... 11
MEDIA
Executions .... 12-18
Message Testing .... 19
Media Objectives .... 20
Media Budget .... 20
Media Flowchart .... 20
Media Lengths .... 21
Media Choices .... 21
ENAGEMENT PROGRAMS
Internal .... 22
External .... 23-24
EVALUATION
Criteria for Successs .... 25
APPENDIX
Meet The Team .... 26-27
References .... 28

3. INTRODUCTIONINTRODUCTION
EXECUTIVE SUMMARY OVERVIEW
The Wellness Clinic is experiencing low membership
numbers, however, contrary to initial beliefs, the target
market is actually aware of the clinic so that is not the
major issue. Research has shown that graduate students
do not see the difference between benefits offered at
the Wellness Clinic and benefits offered at the fitness
center, where membership is included in their tuition.
Research has also shown that staff and faculty find the
Wellness Clinic to have fewer flexible hours and that
they feel intimidated working out alongside coworkers
and students. Through the research, we were able
to determine that lack of information about benefits
offered and lack of sense of community is the Wellness
Clinic’s primary issue, causing the target audience to
not feel welcomed or interested in the services the clinic
provides.
The greatest aspect of our campaign is to eliminate the
lack of motivation to use the clinic. We will do this by
positioning the clinic in a way that is centered around
community and spreading messages about how the
clinic can benefit each individual in the target market.
After our campaign is implemented, members will feel
motivated to use the clinic’s services, where they can
focus on bettering themselves as well as being part of a
greater community.
This campaign aims to not only make our target
audience more aware of the Wellness Clinic, but provide
more in-depth knowledge on how the Wellness Clinic
can really benefit each individual and make them part of
a larger community. The proposed remodeling of social
media platforms and online contests will emphasize that
the Wellness Clinic can also be seen as a community by
bringing people together and highlighting the “we” in
“wellness.” This will create a motivation for prioritizing
one’s own wellbeing as well as creating the image of the
Wellness Clinic to be inclusive.
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4. OBJECTIVESOBJECTIVES
MARKETING:
COMMUNICATION:
Increase membership by 10%
Increase awareness to 90%, comprehension
to 90%, conviction to 60% , active members
to 100 and 800 new members
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5. SITUATIONAL ANALYSISSITUATIONAL ANALYSIS
COMPETITIVE FORCES
The Wellness Clinic’s main competitors are the Ithaca College Fitness Center, and any other local gym membership
options in the Ithaca area. These entities compete because they offer similar things for their customers; including gym
equipment, personal trainers, and group exercise classes.
ECONOMIC FORCES
Becoming a member at the Wellness Clinic is only free of charge if you are a member of the Ithaca College Mind, Body, Me Wellness
Program or if you are a retired employee who worked for the school for at least 10 years. Besides this, a membership can cost up to
$175 per year for Faculty/Staff/Spouses or $25 per semester for graduate students. The price of this membership can deter people from
wanting to become involved within the Wellness Clinic, especially when there are less expensive gym membership options right on
campus (the Fitness Center).
TECHNOLOGICAL FORCES
The Ithaca College Wellness Clinic does not have its own website, and they lack social media presence. Information about the clinic
can only be found on the Ithaca College website and on their Facebook page.
GEODEMOGRAPHIC FORCES
Members of the Wellness Clinic live in the Ithaca area, where there is an active and adventurous culture. Some prospective members of
the Wellness Clinic are well suited to purchase a membership because they enjoy getting exercise and staying fit.
REGULATORY FORCES
The Wellness Clinic is run and owned by Ithaca College, which regulates it. Any changes that the Wellness Clinic would like to
implement must first be approved by the school.
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6. SWOT ANALYSISSWOT ANALYSIS
STRENGTHS WEAKNESSES
OPPORTUNITIES THREATS
- They offer group exercise classes for members.
- A Fitness Evaluation is available for members, which
includes a full body composition assessment and
muscular fitness evaluation.
- Personal exercise routines are created for members.
- Staff at the Wellness Clinic can give referrals to help
members become involved at the Physical Therapy clinic.
- Using your membership for the Wellness Clinic can
promote a healthy lifestyle and decrease the risk of some
diseases.
- The Wellness Clinic is located in the Center for Health
Sciences at Ithaca College, which is the opposite side
of where the athletic facilities are (the Athletic Events
Center, the Fitness Center, etc.)
- Their Facebook page is visually unappealing and they
do not have their own website.
- They have limited hours.
- There is a high graduate student turn-over rate, which
means each year the Wellness Clinic has the chance to
recruit new members who are unbiased and excited to get
involved on campus.
- People who live in the Ithaca area tend to enjoy being
active. It is part of the culture of this city.
- During the majority of the academic year, Ithaca is
cold and snowy. This increases the desire for people to
exercise indoors.
- Some competitors, such as the Ithaca College Fitness
Center, offer less expensive membership packages.
- Staff members sometimes feel intimidated working out
with their co-workers.
- Increase in purchases of in-house fitness equipment;
treadmills, stationary bikes, etc.
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7. RESEARCHRESEARCH
OBJECTIVES
- To gain knowledge on whether or not our audience knows about
the Wellness Center.
- To understand if our audience is making use of the Wellness
Center.
- To gain insight on why the Wellness Clinic does not have a solid
amount of members.
PRIMARY RESEARCH
SECONDARY RESEARCH
- When looking through the Wellness Clinic’s
website, we found that there is plenty offered for
members but it is a rather complicated process to
become a member.
- We compared the info gathered from the Wellness
Clinic and the Fitness Center on campus. Through
this comparison, we found the hours to be more
flexible at the fitness center. Flexible hours are
important when customers think of purchasing a
product or service, and the Wellness Clinic needs to
re-evaluate their hours.
- The fitness center is also included in the tuition for
graduate students and the Wellness Clinic is not. This
could be a large reason why graduate students decide
to not use the service.
- We found that businesses thrive and succeed more
when there is a sense of community and personal
relationships between employees and customers.
We conducted a survey through Google that was sent
to people in our target market. We received responses
mainly from graduate students, but staff and faculty
as well. The focus of this survey was to discover how
aware our target market was of the Wellness Clinic
and their motivations for making use or not of the
clinic. We asked questions about their knowledge of
the Wellness Clinic, their go-to workout spots, how
much they are willing to pay for a gym membership,
and their reasons why they do not use the clinic. We
discovered that 75% were aware of the clinic but not
many know exactly what is offered at the clinic. We
also found that the people who use or have made use
of the clinic are satisfied with the service and use it
often. The fitness center being free for students, there
is a lack of information on the clinic, and difficult
business hours to work around are the most common
reasons why our audience does not make use of the
clinic.
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8. BRAND VALUE PROPOSITIONBRAND VALUE PROPOSITION
FUNCTIONAL BENEFITS
- The Wellness Center offers personalized regiments.
- Hands on personalized trainers are offered.
- Equipment
EMOTIONAL BENEFITS
- Mental and Physical health benefits that lead to a better lifestyle.
- Get to interact with your co-workers or classmates in a different atmosphere.
- Feeling like you are apart of something bigger than yourself.
SELF-EXPRESSIVE BENEFITS
- The consumer prioritizes fitness as an important
aspect in their life.
- The Wellness Clinic is a reliable service that tailors
training so it fits your own needs
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9. TARGET MARKETTARGET MARKET
Meet Tyler: Tyler is a current occupational therapy graduate
student at Ithaca College. Growing up playing soccer, Tyler loves to
finish or start his long day of school with exercise at the Wellness
Clinic. The Wellness Clinic helps Tyler work towards being the
healthiest version of himself.
Meet Mary: Mary is a professor in the Park School of
Communications at Ithaca College. On top of taking care of her
family, teaching, and holding office hours, Mary overlooks the Women
in Communications club. She consistently uses the Wellness Clinic
to get her mind off her busy schedule. She believes that exercise is
an important part of life and is satisfied by the services offered at the
clinic.
Meet Olivia: Olivia is currently working towards a masters in
Education at Ithaca College. When she is not working on school work,
you can find her participating in the group yoga classes which the
Wellness Clinic provides. She says it is a great opportunity not only to
better herself physically, but also interact with fellow classmates and
staff members.
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10. CAMPAIGN STRATEGYCAMPAIGN STRATEGY
PROBLEMS TO SOLVE
Although the members of the Wellness Clinic are
satisfied with the service, the membership numbers
are low. The target market is aware of the clinic
itself, but the Wellness Clinic does not emphasize the
benefits and specific services to the target market well
enough.
SOLUTIONS
Based on target market insights, we propose that the Wellness Clinic sends out messages that
emphasize how the specific services offered can benefit each individual within the target market.
Since the target market is aware of the clinic itself, by making these potential customers aware of the
clinic’s specific services and their benefits they will have the opportunity to turn them into members
and increase membership by 10%. The younger market, graduate students, are not too familiar with
the specific services offered at the clinic, so we will focus more on messages explaining the importance
of one’s own wellbeing and hope to reach this audience through social media and online contests. The
older market, staff and faculty, feel intimidated to work out alongside coworkers and students and also
find the clinic hours to be less flexible than another gym. To reach this older market we will focus
more on messages showing the clinic as a community and also recommend that the clinic consider
changing their hours to be more flexible. By addressing the concerns of these two different markets,
we hope the target market as a whole becomes more motivated to enroll as members.
9

11. 10
WELLNESS
YOU CAN’T HAVE
WITHOUT WE
ROBERT R. COLBERT SR. WELLNESS CLINIC

12. MESSAGEMESSAGE
CREATIVE STRATEGY VERBAL STRATEGY
Instead of focusing solely on spreading awareness
about the clinic itself, we will also focus on selling
the major benefits to our audience. Since our
market ranges from graduate students to staff and
faculty, our campaign will revolve around the idea
of inclusivity and
portray the Wellness Clinic as a community.
We want to create a sense of community
within the Wellness Clinic. We will use words
throughout our campaign such as “together,”
“we,” and “community” to promote an inclusive
environment.
VISUAL STRATEGY
Highlighting the “we” in wellness in the Wellness
Center’s logo by using different colors and fonts
will help us promote an inclusive community. Also
we will consistently use the Ithaca College logo,
and the Ithaca College colors (blue, yellow, and
white).
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13. REINVENTEDREINVENTED
SOCIALSOCIAL
MEDIAMEDIA
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14. FACEBOOKFACEBOOK
POSTSPOSTS
13

15. TWITTERTWITTER
POSTSPOSTS
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16. INSTAGRAMINSTAGRAM
POSTSPOSTS
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17. PRINT ADVERTISMENTSPRINT ADVERTISMENTS
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18. EMAILSEMAILS
SENT TOSENT TO
GRADGRAD
STUDENTS ANDSTUDENTS AND
FACULTYFACULTY
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19. RICHRICH
ONLINEONLINE
ADSADS
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20. MESSAGE TESTINGMESSAGE TESTING
To test our message we conducted two interviews, one with a graduate student and one faculty member.
Our first interview was with a graduate student at Ithaca College. While she says
she doesn’t exercise too often she would love a place to workout that is fun and
inclusive. “I often avoid the fitness center and other gyms as the culture can be
intimidating and I know I’m not physically fit enough to compete. I would love a
place to workout that doesn’t make me feel like I have to be the best. I want a place
that supports me in achieving my fitness goals.” The Clinic would be perfect for her
because all of it’s programs and benefits are centered in an inclusive environment
that is tailored to an individual’s fitness journey.
Our second interview was with a faculty member in the School of Music. He said
that he is an avid gym user and is very comfortable where he is; however, he would
be open to exploring new places that offer different services. “I love where I am at
in my fitness journey and my gym. I am reaching my fitness goals, but changing
gyms wouldn’t be the worst thing if they offered services that would push me
farther.” The Clinic would be perfect for him as they offer state of the art workout
machines as well as regular testing, such as heart rate and GXT testing that would
enhance his workout experience significantly.
1
2
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21. MEDIAMEDIA
MEDIA
OBJECTIVES
Our target audience is graduate students at Ithaca College as
well as faculty members and their partners/spouses.
We will be distributing advertisements across campus using
various student media as well as bulletin board and other
advertisement space on campus. We will also be utilizing the
internet and social media to reach our target audience.
The largest percentage of our budget will be spent
on Interent advertisments (including emails). The
majority of our target audience lives and spends
time off campus making the internet the most
efficient way to reach them. We will utilize print
ads places in student media and around campus
as well as social media to reach them while they
are working and studying on campus.
MEDIA BUDGET
MEDIA FLOWCHART
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22. MEDIAMEDIA
MEDIA LENGTHS
MEDIA CHOICES
Internet Ads
Interent ads will be used to reach faculty and graduate
students who may not necessarily spend a lot of their
time on campus, meaning they may not be exposed
to our print and/or bulliten boards ads. These will be
featured on Ithaca College’s website and the website’s
of local business that our target audience may
frequent.
Emails
Emails will be used to reach faculty and graduate
students who have not joined the clinic or who have
already joined. The emails will be used to describe
the benefits of the Clinic urging people to join or to
remind them to utilize the Clinic’s services. These
emails will be personalized as well list-served.
Print Ads
Print ads will be delivered across various student
media publications. The most frequent readers of these
publications is Ithaca College students and faculty.
These will be used primarily to spread awarness about
the clinic and encourage non-members to join.
Social Media
Social media ads will be distributed through faculty/
students groups as well as shared through the clinic’s
personal pages to garner attention and increase
awareness about the clinic. The posts across the
Clinic’s personal pages will be more fun and engaging
in order to involve members and reinforce the sense of
community.
Social Media:
Facebook - Maximum 500
characters, 2 pictures, 1 video
Twitter - Max 200 characters, 1
picture and/or video
Instagram - Max 800
characters, pictures, 1 video
Emails:
Maximum 300 words, 3
pictures, 1 video
Print Ads:
1/2 Page (10” wide)
1/4 Page (4.85” wide)
Internet Ads:
300×250 – Medium rectangle
336×280 – Large rectangle
728×90 – Leaderboard
300×600 – Half page or large skyscraper
320×50 – Mobile leaderboard
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23. INTERNAL - STEP CHALLENGE
Objective:
To celebrate the dedication of the Fitness Specialists who work at the Robert R. Colbert
Sr. Wellness Clinic. The ultimate goal is to encourage them to reflect on their hard work
as well as keep them excited about their jobs.
Strategy:
The Robert R. Colbert Sr. Wellness Clinic will hold a contest for their employees called
the Step Challenge. Using either their fitbit or the health app on their iPhone, employees
can compete to see who can get the most steps in a two week period. The winner of the
challenge will get their picture posted on a WEllness bulletin board in the clinic. They
will also win a WEllness basket filled with healthy snacks, a reusable water bottle, gift
cards, and more prizes.
2020 Timeline:
January: Announce the contest in an email to all employees which will start the following
week.
January-March: The Step Challenge will occur every 2 weeks for a total of 3 months.
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ENGAGEMENT PROGRAMSENGAGEMENT PROGRAMS

24. EXTERNAL - #WELLNESS GIVEAWAY
Objective:
Connect with current and potential users of the Robert
R. Colbert Sr. Wellness Clinic over social media to fuel
engagement and get them excited about all the clinic has to
offer.
Strategy:
The Robert R. Colbert Sr. Wellness Clinic will post a
giveaway on their Facebook and Instagram pages. Eligible
or current customers will follow the Instagram account or
like the Facebook page as their first step. The second step
will be to post a photo that they believe best encompasses
#WEllness and also tag the official account of the wellness
clinic. All users who participate will be placed in a lottery to
win a t-shirt, water bottle, and $15 Amazon gift card. There
will be one Facebook winner and one Instagram winner.
2020 Timeline:
January 1st: Social media launches (Facebook and
Instagram).
January- March: Gain social media following.
March 21st : Announce giveaway which will end on April
4th.
April 5th: Choose and contact winners.
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ENGAGEMENT PROGRAMSENGAGEMENT PROGRAMS

25. EXTERNAL - FREE YOGA SESSION
Objective:
Get current Ithaca College staff to become more aware of the Robert
R. Colbert Sr. Wellness Clinic and how it can help them destress,
improve their fitness, and enhance their wellness. The intention is to
get more Ithaca staff to become members of the clinic.
Strategy:
To promote the benefits of the wellness clinic, employees/ instructors
from the Robert R. Colbert Sr. Wellness Clinic will offer a free yoga
session following an Ithaca College Staff meeting. The session will
be announced to the staff in an email one week prior to the meeting.
The email will also explain how yoga can help with relaxation and
that this free session is open to all levels ranging from beginner
to advanced. At the end of the session, participants will be gifted
a tote bag containing pamphlets which provide information about
the clinic/ how to sign up. They will also be given an assortment of
healthy snacks in the bag.
2020 Timeline:
January: Announce yoga session 1 week in advance through email.
January-May: Hold free yoga sessions once every two months to
promote the clinic. 24
ENGAGEMENT PROGRAMSENGAGEMENT PROGRAMS

26. EVALUATIONEVALUATION
25

27. MEET THE TEAMMEET THE TEAM APPENDIX
Erika is a sophomore Journalism major with a double minor in
Communication, Management and Design and Politics. She hopes
to pursue a career in broadcast journalism with dreams of anchoring
a network nighty news show. Erika is heavily involved with ICTV,
The Ithacan and IC Women in Communications on campus. She is
passionate about the news, chicken wings, and Halsey.
Alie is a sophomore Communications Management, and Design major
with a double minor in Live Events Management, and Psychology.
She is apart of Ithaca College’s club ultimate frisbee team, and is
working on an independent study mastering light form with her
professors. During her free time she enjoys photography, hiking, and
spending time with friends. She hopes to pursue a career in event
management, working with music festivals or sporting events.
Sara is a sophomore Integrated Marketing Communications major.
She just transferred to Ithaca College this year and she is originally
from Massachusetts. Sara likes to sing and is part of Chorus here on
campus. She also enjoys cooking, watching Seinfeld, and playing with
her pet cat and bunny. Sara hopes to pursue a career in Marketing or
Communications in the future.
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SARA CAYEM
ALIE BARRET
ERIKA LIBERATI

28. MEET THE TEAMMEET THE TEAM APPENDIX
Juliana is a junior Integrated Marketing Communications major.
She transferred to Ithaca this fall and is a leadership scholar. She is
also a member of the Ithaca College Women’s Basketball team and
is involved with the Residential Life Community Council and Ithaca
College Big Brothers Big Sisters organization. Some of her hobbies
include spending time outdoors, skateboarding, and editing videos.
Following graduation, Juliana aspires to work in the advertising or
graphic design field.
Ella is a freshman Communications Management and Design
major with a minor in Spanish. She is a part of the Leadership
Scholar Program, and student organizations such as Women in
Communications, VIC Radio, and IC Intercambios. She hopes to
pursue a career in internal communications or marketing in the
future. During her free time, Ella enjoys skiing, traveling, and
listening to music.
Kelly is a junior Sports Media major with a minor in integrated
marketing communications. She hopes to pursue a career in sports
advertising or public relations when she graduates from Ithaca
College. Kelly is also a member of the Ithaca College Women’s
Basketball team, as well as being involved in other extra curicular
activities. In her spare time she enjoys cooking and practicing yoga.
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JULIANA GAMBOA
ELLA SKINNER
KELLY LAMARRE

29. REFERENCESREFERENCES APPENDIX
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