Table 3.

Sample activities, content, and purpose for marketing activities.

Planned schedule of marketing activities	Content	Purpose
Flyers posted strategically on campus	Highlight the Clemson University community partnership around COVID-19 infection control; brief overview of the app and how to use it; topics will cover benefits of contact tracing, how exposure notification can help, privacy protection, and how the app works	To increase awareness and acceptance of the app, address potential user concerns, and inform users how to use it
Presentations at key web-based employee and student meetings	Highlight the Clemson University community partnership around COVID-19 infection control; brief overview of the app and how to use it; topics will cover benefits of contact tracing, how exposure notification can help, privacy protection, and how the app works	To increase awareness and acceptance of the app, address potential user concerns, and inform users how to use it
Email/social media blasts	Highlight awareness at multiple levels of the university, colleges, and departments; garner student support and enthusiasm	To increase awareness and commitment at the university and department levels
University messaging 1 (via selected venues)	Highlight the importance of university commitment to curtail the spread of COVID-19; expand the readership to a variety of stakeholders	Increase awareness to a broad range of stakeholders; convey commitment from university leadership
University messaging 2	Brief overview of the app and how to use it; topics will cover the importance of the Clemson university community partnership for COVID-19 infection control; the benefits of contact tracing, how exposure notification can help, privacy protection, and how the app works	To increase awareness and acceptance of the app, address potential user concerns, and inform users how to use it
University messaging 3	Reminder about Clemson University community partnership for COVID-19 infection control and frequently asked questions about the app, and who to contact with questions about installing and using the app if an exposure occurs	To address problems users may be having in using the app via a series of frequently asked questions
University messaging 4	Brief stories of how the app has been successful when used in other places	To increase awareness of public health benefits of using the app
University messaging 5	Brief update on Clemson University’s experience using the app and how it may help control the pandemic on campus	To increase buy-in regarding the app
University messaging 6	Reminder about Clemson University community partnership for COVID-19 infection control and engagement with the app again, repeating the brief overview	To provide a booster educational session to encourage continued use
University messaging 7	Messaging about not letting one’s guard down during the spring break—continue protections and engagement with the app (spring break starts on March 15)	To increase buy-in regarding the app during vacation
University messaging 8	Message of thanks for participating in the app, with a brief summary of Clemson University’s experience using the app	To debrief and increase buy-in