University Recreation introduced its largest current marketing campaign, iPlay, this August to encourage the university community to lead active lifestyles.

The iPlay campaign focuses on students telling peers why it is important to stay healthy and active. It originally involved only patrons and members of the Rec Center, but it has evolved to include the entire campus community.

Ashley Jones, UREC marketing coordinator, said community response to the campaign has been very positive.

“Initially, we had to contact people and encourage them to tell us their stories, but we were pleasantly surprised with the response,” Jones said. “People want to be heard.” Jeff Elbracht, associate director of facilities, operations and memberships at UREC, agreed.

“The word of mouth response from members has been very positive,” Elbracht said. “It’s fun to hear people’s stories about why they play and what they do.” The goal of the iPlay campaign is to educate and inspire people to lead healthy and active lifestyles, Jones said.

Planning began last spring, and most of the stories used were compiled during the summer. More than 100 people have participated in the campaign so far, Jones said.

“We’ve had some inspiring stories come through,” she said. “One story that will be included in our iPlay newsletter next month is about a senior who has lost 100 pounds since his freshman year at WSU by working out at the Rec Center.” The iPlay newsletter, which will be distributed quarterly, evolved from the Play newsletter and can be found online on the UREC Web site.

In addition to the iPlay newsletter, the marketing team, which includes Jones and her eight interns, is incorporating Facebook, Twitter, and the UREC Web site into the campaign.

“We are starting to get more into social networking,” Jones said. “We did a lot of research and found that students want to hear from their peers rather than us about why it’s important to stay active. And online media is a great way to help get the word out about it.” Jones said ideas for the future of the campaign include incorporating more videos and social networking. The marketing team is also creating a blog where people can write and post videos of themselves telling their stories.

“It all ties together with where we want to go with the campaign,” Jones said. “We want to incorporate iPlay even further into our Facebook and Twitter pages and our Web site.” Ambush promotions are another way for people to stay connected through text messaging, Facebook and Twitter, Jones said.

“We have many giveaways including stickers, buttons, key chains, sweatbands, sunglasses, fitness bags and water bottles,” she said. “Participants also receive an iPlay shirt for telling us their story.” To participate, people e-mail a quote to the marketing team about why they stay active. Jones then schedules a photo shoot with the participant at the Rec Center, and the photos and quotes may be used in promotional material.

The program was promoted at the backyard bash held at the Rec Center in August, as well as at the All Campus Picnic at Mooberry Track the same week. Additionally, it is advertised on posters, digital signs placed throughout the Rec Center and in ads in The Daily Evergreen.

Jones said the marketing team plans to make iPlay a long-term campaign.

“We feel that the stories we get will still be able to inspire people in the future,” Jones said.