This paper describes a health education program developed by Planned Parenthood of Wisconsin for students at a university health center. Three goals of the program, which was targeted at 2,000 incoming first-year students, are listed: (1) to increase student awareness of existing services related to contraception and prevention/treatment of sexually transmitted diseases (STDs); (2) to increase student knowledge about contraception and STDs; and (3) to affect attitudes about the prevention of pregnancies and STDs. Student focus groups are described as the critical method used to identify marketing strategies. Issues important to focus group participants are discussed, including privacy and confidentiality, embarrassment, advertising information, and cost of services. Student suggestions for layout and design of printed materials are also presented. Actions taken as a result of focus group discussions are described. The program evaluation is discussed and it is concluded that focus groups were reliable sources of information for planning a marketing program, and that social marketing can make a difference in bringing clients to available services. (NB)