Hailey Spencer, Drew Thorpe, Jordan Dziendziel, Adam Grow, Holly Timm, Leah Hill Health and Human

Performance Public Relations Campaign Core Problem BYU does not have a program in place to educate or motivate students to strive for overall wellness since it dissolved the College of Health and Human Performance, if the university does not replace it with an optional fitness program, students will not receive an education in those areas. Situation Analysis Brigham Young University dissolved the College of Health and Human Performance as of September 1, 2009. This means that the required fitness course, Health/Physical Education 129, is no longer offered. The university is concerned that students will not be properly educated about physical, emotional, spiritual and social well being. Administration disbanded the college and requirement because it did not want to force student involvement in the above mentioned areas. Therefore, BYU has the opportunity to develop an optional program for students that will address those areas. One related difficulty is student apathy. Some students at BYU have already settled into their patterns and life style and overall well being just isnt part of their routines. Another difficulty is encouraging students to see counselors when they cant deal with stress. There is a stipulation when it comes to seeing a counselor. Most students will not admit when they need help. Another issue is time. BYU students are constantly involved with church callings, work and group activities. Finding time to focus on fitness can prove to be a challenge. SWOT Strengths: BYU currently offers adequate workout facilities on campus available for all students to use. There is a program on campus located in the Richards Building called Y-Be-Fit. This is headed by graduate students and faculty who are trained in fitness and health promotion. The faculty has an incentive to utilize the program, whereas the students must pay seventy-dollars. BYU offers a large variety of PE classes as well as intramural sports. BYUSA is very involved with campus life and is always trying to motivate students to get involved. BYU offers counseling services for those who need to talk out their issues with someone. The university is unique in that most of the students are of the LDS faith. They have student wards they attend where they receive counsel and support. BYU was voted the most-fit campus on the nation by Mens Magazine 20052007. Weaknesses: BYUs facilities have outdated equipment and are only open during certain hours. Many students on campus dont know about the free fitness classes, facilities and counseling services that BYU has to offer. Currently there is no website that is dedicated to fitness and wellness for students at BYU. There is no centralized area where information can be found about what the university has to offer. PE classes are the first to fill up and there are a limited number of 1

students who can enroll. Some students do not put fitness and overall health as a priority in their life. Too many BYUSA events are focused on freshmen students. Opportunities: BYU has the opportunity to implement a new optional fitness program that promotes overall well being. The new program would refurbish the recreation facilities and purchase updated or working machines. As part of the program, the university will enroll students in the Y-Be-Fit program and pay the initial cost for a consultation and three months of follow-up. If students finish the three-month program they will be allowed priority enrollment in PE classes for the next semester. This incentive would ensure that those students who are concerned about fitness have a better chance to take classes which would be of benefit to them. Intramural sports are also a good opportunity to get students involved in the new fitness program. As part of the program, the university would expand the intramurals, making it easier for more teams and students to get involved. The intramurals office would also allow students not on a team to be placed on one, ensuring that everyone who wants to can play. Exercise and recreation facilities would also provide more open hours, allowing the general student body flexibility and time to use them. Threats: There are some things threatening the new fitness program. One is student apathy. Many students on campus are comfortable in their routines, and overall well being is not a priority. Other students may need to speak with a counselor or find a way to deal with stress, but are too selfconscious to seek the help they need. Time is always a threat because many BYU students go to school full time, work, have ward callings and try to fit in some time for socializing. With all the many things BYU students are doing, it is hard to find time to focus on fitness. Public Profiles First Year Students: First year BYU students are within the ages of 18 to 21. About 92 percent of those students are from the United States, leaving 6 percent of them from international countries and 2 percent unidentified. Of the students enrolled, 52 percent are male, 48 percent are female. 98.6 percent of students are LDS, leaving 1.5 percent non-LDS. First year students come to BYU to attain a degree or various degrees in order to become professionals and be competitive in the work place. These students also come to BYU because of the unique standards the university has put in place, allowing for a safe and friendly campus atmosphere where they can feel comfortable. Furthermore, many first year students come because the majority of their peers are also LDS, sharing values and beliefs. First year students can generally be reached through newspaper, social media, T.V., radio, on-campus advertisement, word of mouth and opinion leaders. Current Relationship: Students are the main focus of the campaign. The university is looking for a way to educate them on wellness, which includes the spiritual, emotional, social, mental, and physical aspects. These students are in a large part affected the most by the elimination of the general education requirement for Health/Physical Education 129. This is mainly because a large percentage of students enrolled in that class were first year students. Influentials: Peers, parents, self, opposite gender, church authorities. Self-Interests: Self-image, social norms, LDS beliefs, grades.

Single Students: Unmarried students, mostly sophomores, juniors or seniors ranging in ages from 19 to 24. About 92 percent of those students are from the United States, leaving 6 percent of them from international countries and 2 percent unidentified. Of the students enrolled, 52 percent are male, 48 percent are female. 98.6 percent of students are LDS, leaving 1.5 percent non-LDS. Most of them live off campus in BYU approved housing. They have continued attending BYU because of the atmosphere and the quality of education they can receive here. One of the most varied groups, they can generally be most easily reached through campus communications and advertising, social media, word of mouth and newspapers circulated on BYU campus. Current Relationship: These students generally like BYU and the atmosphere they have here. They spend a large portion of their time studying either on campus or at home, but having fun is also very important to them. They will commonly seek for more inexpensive entertainment since they do not always have access to plentiful funds. Some are incredibly focused and motivated to exercise and frequently take time out of their schedule to maintain good health or appearance. However, a large portion of these students also neglect their physical wellbeing, either through apathy, ignorance or a lack of time. Influentials: Peers, family, church leaders, professors, counselors. Self-Interests: Grades, career, social life and entertainment, family. Married Students: Married Students at Brigham Young University account for 25 percent of the population. The majority, 92 percent of students come from the United States, while 6 percent are international, the remaining 2 percent are unidentified. Of the student population 52 percent is male while 48 percent is female. LDS students comprise of 98.6 percent of the population and non-LDS students comprise the other 1.5 percent. Married students are normally in the final stages of attaining their undergraduate degrees, or in the process of trying to attain a graduate degree. These students are most easily reached through newspaper, T.V., radio, on campus advertisements, word of mouth and opinion leaders. Current Relationship: Married students are highly interested in achieving overall well being, which includes emotional, spiritual, mental, social and physical education and well being. They are highly capable in achieving their goals and education in these respective areas, though an area for improvement is physical well being. These students spend much of their time studying and attempting to achieve good grades to be competitive in their professional fields so often do not take the time to work on physical well being. As a part of the student population the universitys goal is to educate and excite all students about these areas of well being. Influentials: Families, church leaders, professors. Self-Interests: Family, grades, LDS beliefs, finding a profession. Graduate Students: There are about 2000 students at Brigham Young University comprised of both international and national students. In 2008, BYU granted 1,285 graduate degrees. The BYU Graduate Student Societys mission statement says they want to promote intellectual growth, professional development, spirituality, and social interaction. With so many different things going on while doing graduate studies, it can be hard to fit in regular social interactions.

Current Relationship: GSS sponsors intramural teams, they hold single graduate student events, have service projects, and hold women forums. BYU hosts an annual graduate school fair as well. Many graduate students are teaching assistants or even teach their own introductory classes. Influentials: Professors, family/spouse, peers, friends Self-Interests: Networking, finding a job, religious standards and beliefs, meeting other graduate students Outdoors Unlimited: Outdoors Unlimited is a sporting store located inside the Wilkinson Student Center at BYU that offer low prices to students as well as the public. You can buy or rent equipment from them including bikes, camping gear, rafting equipment, skis and snowboards, winter gear, and much more. They sell discount lift passes for various ski resorts in Utah. They also do next day repairs for bikes and skis. There is even an Outdoors Unlimited Facebook page where they offer special deals for their fans. Current Relationship: Outdoors Unlimited caters to the needs of college students especially by offering affordable prices. They are already involved in helping students stay fit, however, many students, faculty, and local community members dont know about the store or what it has to offer. Self-Interests: More customers, increased profit, students stay fit by using rented gear Influentials: Students, administration, management Administration: The administration at BYU varies on what theyre doing about students overall well being. The dean of the now dissolved college of human health; Gordon Lindsey has expressed his concern for BYU students overall health. He says BYU needs to find a way to motivate students to achieve optimal overall health, and students need to utilize the programs that are currently in place. Other BYU administration receive an e-mail at the beginning of every semester offering a health plan to them that gives them nutrition ideas, and fitness plans. It is an optional plan. Most of the administration understands its beneficial for students to have overall well being, however, most dont know how to promote it in the classroom. Current Relationship: Most of the people in this group dont really help students achieve overall well being. They would probably get more involved if they knew how. They are positive towards promoting overall health. Influentials: Peers, families, college deans, church authorities. Self-Interests: Keeping students focused on their classes, getting tenure, keeping good reputations. BYU Intramurals: There are many intramural activities offered at BYU. Some of the sports offered include basketball, soccer, volleyball, tennis, and many others. Intramurals allow students to get involved and compete in sports even if they arent on BYU athletic teams. It allows the students to not only build their personal fitness but also to build friendships as they compete with their teams. BYU intramurals are so popular that the slots for teams to sign up are always full. 4

Current Relationship: BYU intramurals support physical well being as well as social. Those both tie into positive emotional well being as well. BYU intramurals also let more students participate in athletic events. Influentials: Students, and administration. Self interests: Keeping BYU intramurals as a large on campus program. Helping students achieve overall well being. Goal Develop a program that causes students to be committed to wellness for themselves and not because it is a university requirment. Objectives 1) Raise awareness of the new optional fitness program to 70 percent by April 2011. 2) Increase hours of availability of physical education facilities by 50 percent by April 2011. 3) Enroll 7,500 students in the new optional fitness program by April 2011. Key Publics First year students (1, 3), married students (1, 3), administration (1, 2), single students (1, 3). Slogan Why be fat? Dont feed the beast! Messages First Year Students Primary: Dont be the only one you know to gain the infamous freshman 15, get active! Secondary: "The wellness challenges have helped me to eat better, have more energy, lose weight, and feel better about myself." -Wellness Participant May '08. "There is no doubt that BYU Wellness provides the motivation that gets me going and keeps me going on a consistent and varied program. I'm grateful! I would still be exercising, but it would not be as beneficial." Wellness Participant February 09. "I've been planning to start doing sit-ups and pushups for a long time, as I used to do a long time ago, but I just never got to it until your recent challenge that included them. I have kept them up ever since, combined with the recent weight training, and my husband teases me that my arms have more muscle than his now." Wellness Participant Feb. 09.

Primary: Exercise can help improve your mood, combat chronic disease, and enhance your sleep. Secondary: He who has no time for his health today will have no health for his time tomorrow Author Unknown. This house shall be a healthful habitation if it be built unto my name D&C 124:24. People who exercise are 10 times more likely to have a better mental state than those who dont. Strategies and Tactics 1) To inform students of the importance of physical fitness and the new fitness program through campus communication. Tactics: BYUSA activities in Brigham Square. Mass e-mail from campus communications including information on how to get involved. Place posters around campus advertising the new fitness program. During freshman orientation/academy have a fitness program meeting. 2) To motivate students to enroll in the new optional fitness program through campus communication. Tactics: Place the optional fitness program on the Mymap section on the BYU Web site. Mass e-mail including a hotlink for the fitness program Web-site and sign-up. Include the fitness program in My Institution on the Blackboard Web site, providing an easy way to sign up and track fitness progress. Place a fitness program section in Route Y. Married Students Primary: You want a happy spouse, get fit! Secondary: Healthy marriages equal lower levels of heart disease, cancers, flu, Alzheimers, depression, and stress. USA Today. Social relationships are known to be health boosters, as friends are thought to encourage each other to look after their health and ease depression and anxiety. - Daily Mail (London) The healthier you are, the more your desire, stamina and energy improve. Nanci Hellmich USA Today. Primary: Married couples who play together, stay together. Secondary: 6

Most couples find that their marriages are happier when they make time to have fun. The correlation between fun and marital happiness is high and significant. - USA Today July 2005. Intimacy and friendship for a man is built on shared activityso if you want to maintain a healthy relationship, exercise with your husband.

Strategies and Tactics 1) To inform married students of the importance of physical fitness and the new fitness program through campus communication. Tactics: BYUSA activities in Brigham Square. Mass e-mail from campus communications including information on how to get involved. Place posters around campus advertising the new fitness program. Informational sessions for newly-wed students talking about how to improve a relationship through fitness. 2) To motivate students to enroll in the new optional fitness program through campus communication. Tactics: Place the optional fitness program on the Mymap section on the BYU Web site. Mass e-mail including a hotlink for the fitness program Web-site and sign-up. Include the fitness program in My Institution on the Blackboard Web site, providing an easy way to sign up and track fitness progress. Place a fitness program section in Route Y. Administration Primary: Happier students mean happier parents Secondary: Better health equals lower costs overall on campus. Sibson Consulting Educational institutions have an important role to play in delivering sustainable health promotion to their users to encourage and support healthy and sustainable lifestyles. Primary: Making the healthy choices the easy choices Secondary: Provide high quality health and welfare-related support services that are sensitive to the needs of the diverse university population. UK Public Health Association Students make healthier food choices when its easy to access. CDC Many [universities] are taking the necessary steps to bring healthier choices to students since obesity is a huge and widespread problem in this country today and seeing a high number of college students who are overweight is disturbing. AC Health and Wellness 7

Strategies and Tactics: 1) To inform administration of and about the new optional fitness program through personal contact. Tactics: Present the fitness program at a mandatory meeting for administration involved in the decision making process. Make follow-up appointments with each administrator to answer questions and doubts about the program. Invite administration to participate in the first Y-Be-Fit session. 2) To encourage administration to increase hours of availability of physical education facilities by 50 percent through campus opinion leaders. Tactics: BYUSA presidency meetings with administration to explain student opinions of the lack of available open hours in the exercise facilities. Hold a meeting hosted by President Samuelson for vice presidents, assistants to the president and managing directors in order to convince them to change university policy on open facility hours. Student Athletes, on behave of the students, present to administration why they need to increase open exercise facility hours.\ Single Students Primary: Visualize a healthier you. Secondary: The importance of emotional well being can give someone competence and able to cope with the ups and downs of life- Stuart Brown Well being becomes more stable over time as the body begins to recognize the stability within itself. Exercise does not have to be mundane or confined to the gym. You can participate in dance, golf, gardening, skating, racquet sports, bicycling, rock climbing, team sports, yoga and many more. Primary: Stay social even while keeping in shape. Play intramurals. Secondary: Play and recreation are more than mere diversions, they are recuperative requisites in the process of physical, intellectual, and moral development.-Karl G. Maeser -1893 Throughout the years, the program has grown and the participation has surged to more than 13,000 students and BYU ward members who participate each year in the activities

provided by the Intramural Program. The Intramural Program has grown to include more than 30 activities throughout the year. intramurals.byu.edu Cardiovascular exercise increases your self confidence, plus your more likely to keep up with your friends and teammates when your physically fit phycology.suit101.com

Strategies and Tactics 1) To inform students of the importance of physical fitness and the new fitness program through campus communication. Tactics: BYUSA activities in Brigham Square. Mass e-mail from campus communications including information on how to get involved. Place posters around campus advertising the new fitness program. During freshman orientation/academy have a fitness program meeting. 2) To motivate students to enroll in the new optional fitness program through campus communication. Tactics: Place the optional fitness program on the Mymap section on the BYU Web site. Mass e-mail including a hotlink for the fitness program Web-site and sign-up. Include the fitness program in My Institution on the Blackboard Web site, providing an easy way to sign up and track fitness progress. Place a fitness program section in Route Y. Evaluation Objective 1 Criteria: 70 percent awareness of fitness program by April 2011. Tool: E-mail survey of students and administration once at the end of each semester to measure the awareness of the fitness program and its services. Objective 2 Criteria: Increase hours of availability of physical education facilities by 50 percent by April 2011. Tool: Record the number of open exercise facility hours at the beginning of the program and compare it to the number of open exercise facility hours in April 2011. Objective 3 Criteria: 7,500 students in the new optional fitness program by April 2011 Tool: Track the total number of students enrolled in the optional fitness program from implementation to April 2011. 9

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