Post on 31-Dec-2015
Messages That Move KidsMessages That Move Kids
December 1, 2004
Motivate, Educate, ActivateMotivate, Educate, Activate
So what moves kids?
And How Can Marketing Help?
3 Social Marketing Concepts to Take Home
1. It’s not about us2. Marketing is critical for success
3. 6 Strategic Questions to promote your interventions
Research
Feelings Attitudes Beliefs Experiences ValuesWants Needs
BehaviorUnderstandAudience’s Reality
It’s About Them
What About Us?
• We know too much• We care too much• We have too much experience • We live in our own reality….
5
WARNING:You Are Not The Target Audience!
ToolsTools•Supportive EnvironmentSupportive Environment•Food OfferingsFood Offerings•Behavior Focused EducationBehavior Focused Education•Marketing CommunicationMarketing Communication
Current Problem-Epidemic of overweight, undernourished, and sedentary youth
Goal – Healthier School Environment for Improved eating behaviors and active lifestyles
Strategic GoalStrategic Goal
•BrandingBranding
•IncentivesIncentives
•Community MobilizationCommunity Mobilization
•AdvocacyAdvocacy
Social Marketing --Social Marketing --Strategies for Achieving GoalStrategies for Achieving Goal
Missing Element
Defending Against Risks And Achieving Health Goals
Healthy Kids
EnvironmentPhysical
Social
EconomicSupport
Family
Neighborhood
Community
AccessPreventive
Primary
Specialty
I ndividual BehaviorMotivate/ Educate
Better choices
Reduced Risk
Marketing is a Discipline that engages people to influence
their behavior
How Can Marketing Help?
Good Marketing is a Highly Personal Interaction Between You
and Your Audiences
It let’s you say:
“I know a lot about you, I understand you pretty well, and I understand your problems, your aspirations and your
needs...
“What I want to tell you about is something that I believe in and I’m enthusiastic about,
and honestly think you will be too ...
…as soon as I give you the facts and let you make up your
own mind.”
Audience-Based Communications
Process for creating effective, compelling messages based on marketing principles
Audience-Based Communications
6 Strategic Questions
• Target?• Action?• Rewards?• Support?• Image?• Openings?
Who is the target and what is their reality?
1. THE TARGET
Social Marketing uses audience research to see through the
eyes of the audience
Know your audience as a person
• All communication is personal
• We speak to individuals not demographics
• Need to focus on best segment
What Kids SayTeam Nutrition
Audience Research
What is “Eating Healthier”
“It means eat some good things.” (What are good things to eat?)
“I don’t even know.”
Kindergarten Boy (L)
“Eat foods like vegetables and fruits and stuff”
2nd Grade Girl (AA)
“fruitsandvegetables”
“We have carrots, corn and green beans and sometimes my dad puts little red peppers
in there. They’re hot.”
2nd Grade Boy (C)
“Bananas, apples, oranges, and carrots.”
Kindergarten Boy (AA)
“Carrots, rice, chicken and celery.”
Kindergarten Boy (AA)
“Grains are an unknown – and cereals come in a
box”
“(Do you know what grains are?)
I don’t know about that one.”
1st Grade Girl (AA)
“I know cereals. Frosted Flakes are my favorite. You
know the little boxes with the bird on it.”
1st Grade Girl (C)
“What’s bad for you”
Junk Food• Candy• Sweets• Chips and other salty things
– Note fast food & sodas didn’t show up
“See no FAT”