Spring 2015 #PHEselfie Campaign

April 22 May 1
Slippery Rock Universitys
Physical and Health Education Department
&
Physical Activity and Fitness Management Program

#PHEselfie
SRU PHE SM Campaign
Ryan Hreczkosiej
Social Media Coordinator
Physical and Health Education
March 28, 2015
Overview
The Physical and Health Education Departments PAFM Program at Slippery Rock University
prepares students to teach, lead and manage physical activity and fitness in a variety of
community and commercial settings. The program has a unique and creative approach to
education designed to aid students in applying their passion for healthy living to a career in the
exploding field of wellness.
Challenge
The PAFM Program is still relatively new and looking for opportunities to expand. Some
students are interested in different careers in wellness apart from formal teaching in a public
school. The Physical and Health Education Department established the PAFM Program to
address this. The PAFM Program gives students the opportunity to teach in a non-traditional
setting. For example, if a student didnt want to be a PE teacher, but still was interested in
teaching physical activity and fitness, the PAFM Program now gives him/her opportunities to
teach and manage physical activity and fitness at a YMCA or similar setting. This can attract
new students to the department. Education in physical activity and fitness goes far beyond
public school settings.
Target Market
Current Slippery Rock students and staff who can promote the Physical Health and
Education Department to:
o Prospective students
o Other universities
o Alumni
Social Media Platform
Twitter (primary)
o Twitter is the primary social media platform used for this campaign. Students
who follow @srupioneer and @SRUPHE will enter themselves into a drawing
for prizes. The heaviest flow of traffic will be across Twitter.
o Twitter will also be used for promotional content and communication with
participants before and during the campaign.

Instagram (secondary)
o Students can use Instagram to post their #PHEselfie, however the main goal of
the campaign is to drive traffic to the Twitter accounts. Twitter is the main
platform used to link all social media platforms together.

Campaign Proposal
To raise awareness of the PAFM Program offered by the Physical and Health Education
Department, students on Slippery Rocks campus will have the opportunity to make their
engagement in physical activity known. Since spring is a time when students hang up the
winter jackets and head outdoors, this is a great opportunity to let them show off what
physical activities they are involving themselves with. Not only will this campaign let students
be seen, but it will encourage them to be active on campus and show off Slippery Rocks
wellness initiative while raising awareness of the PAFM Program.
Key Messages
The Physical and Health Education Department offers majors and minors beyond the
career fields of formal education in public schools.
The PAFM Program prepares students to teach, lead and manage physical activity and
fitness in a variety of community and commercial settings.
How are you Pioneering Wellness in your own life?
Goals and Objectives
The primary goal of #PHEselfie is to promote the wellness initiative on Slippery Rocks campus
while raising awareness of the newly offered PAFM Program by the Physical and Health
Education Department.
Increase the promotion of wellness on Slippery Rocks campus by 25 percent by May 1,
2015
Increase Twitter followers of @srupioneer and @SRUPHE by 100 percent by May 1,
2015
Increase engagement across social media platforms by 30 percent by May 1, 2015
#PHEselfie Concept Model
Twitter and Instagram are popular avenues for college students to promote their daily
activities. The Physical and Health Education Department wants to see those activities.
Students participating in any type of physical activity on campus can post a selfie with a short
description of their activity to Twitter or Instagram with the #PHEselfie. Activities could
include:
Walking a pet
Playing sports with friends
Working out at the ARC
Jogging on campus

Part one of the campaign will consist of making a collage of all the photos cataloged with the
#PHEselfie and branding it with the Pioneering Wellness logo. This will allow for students to
get excited about their activities being recognized by the Physical and Health Education
Department and will show current students, prospective students and other universities that
Slippery Rock is promoting wellness across its campus. Starting April 22, students and staff
photos documented with the #PHEselfie will be recorded and displayed in a collage which will
be hung in the Morrow Field House. The last day to post a photo with the specific hashtag will
be May 1.
#PHEselfie Prize Package
Part two of the campaign gives students an extra incentive to participate. Any student who
posts a selfie of their physical activity with a short description to Twitter or Instagram using the
#PHEselfie, has a public account and follows @srupioneer and @SRUPHE, will be entered into
a drawing to win one of ten #PHEselfie Prize Packages. The prize packages will include:
Pioneering Wellness t-shirt
Protein shaker
Armband phone carrying case
$20 Dicks gift card
Selfie stick
Timeline
Wednesday, April 1, 2015
Distribution of #PHEselfie postcards on campus
SRUPioneer blog post about the campaign
Twitter, Instagram and Facebook promotion
April 1-21, 2015
On-campus promotion
Twitter, Instagram and Facebook promotion
April 22 - May 1, 2015
Daily documentation of Twitter and Instagram posts (name, date, handle, link)
Friday, May 1, 2015
#PHEselfie campaign conclusion
Analysis of social media platforms
o Calculations of increases in followers, likes and engagement
Monday, May 4, 2015
Announce 10 winners of #PHEselfie Prize Packages
Put together #PHEselfie campaign photo collage
Contact winners and distribute prizes
Price Estimation
Pioneering Wellness t-shirt:
Protein shaker:
Sports armband:

$10 x 10 = $100
$10 x 10 = $100
$10 x 10 = $100

$20 Dicks gift card:

Selfie Stick:
Total

$20 x 10 = $200
$10 x 10 = $100
= $600

Primary Promotional Content:

(Front)

(Back)