FNV for SNAP - Ed€¦ · Components: Digital and social media advertising OOH Billboards In-store,...
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FNV for SNAP - Ed
Transcript of FNV for SNAP - Ed€¦ · Components: Digital and social media advertising OOH Billboards In-store,...
FNV for SNAP - Ed
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of US population has obesity or are overweight
of US population will have obesity by 2050
generation with shorter life expectancy
than parents
marketing spend vs. healthier products
with limited access to healthier options
2/3rd 50% 1st TENS of
MILLIONS
500 1to
3
5%OBESITY RATE
WITHIN A GENERATION
OUR GOAL
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SUPPORTING THE MISSIONSIGNATURE CAMPAIGNSCOMMITMENTS
3 WAYS TO PARTNER WITH PHA
200+ PARTNERS
FOUNDED IN 2010
6 YEARS OLD
BASED IN DC
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The Campaign Idea
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https://drive.google.com/file/d/0BwhE2FWz-PwuOFRVOHBLd2VZZFk/view
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FNV & Wisconsin
Case Study
Wisconsin Coalition
University of Wisconsin-Extension FoodWIse (SNAP-Ed)
Wisconsin Department of Health Services
healthTIDE
Wisconsin Grocers Association
Local Partners
Wisconsin Community Selection
SNAP-Ed criteria: > 50% of population at or < 185% federal poverty level by census tract
Pilot Communities: Lacrosse
Chippewa Valley
Green Bay
Expand Placement: Milwaukee
Wisconsin Campaign Execution
Components: Digital and social media advertising
OOH Billboards
In-store, point of purchase prompts
Timing: 4 months pilot, then expand to Milwaukee
Evaluation: Pre/Post Campaign Survey
Retail Intercepts
Wisconsin Retail
SNAP-Ed criteria: >$50,000 per month in SNAP salesOR
Limited income census tract
30 + retailers
Local partnerships
Grocery & C-stores
Scenario #1: Rural Area
Low Density
Minimum Suggested Creative
Variations
Minimum Suggested Media Buy
Amount
Minimum Suggested Media Buy Duration
Target Audience size:
75,000 –150,000
3-4 $375,000 2-3 months
Scenario #2: Metro Area
Low Density
Minimum Suggested Creative
Variations
Minimum Suggested Media Buy
Amount
Minimum Suggested Media Buy Duration
Target Audience size:
150,000 –500,000
4-5 $1,000,000 3-4 months
Scenario #3: Statewide
Low Density
Minimum Suggested Creative
Variations
Minimum Suggested Media Buy
Amount
Minimum Suggested Media Buy Duration
Target Audience size:
500,000 –1,500,000
8-10 $3,750,000 4-6 months
Retail Overlay
Creative for fresh, frozen, canned and dried produce
Costs: printing, shipping, & installation
Year-over-year and month-to-month sales data
FNV Retail Executions
RecommendedPackage
Shelf Talker 6
Window Cling 2
Freezer Decal 2
Produce Bin Sign 3
Counter Mat 3
Floor Cling 2
Banner Stand 2
Dangler 3
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Partnership Benefits
• Drive Demand: Create an emotional connection to change
behavior.
• Campaign Value: Create value by using PHA’s expertise,
relationships, and creative assets.
• Simplicity: Create success with turn-key program.
FNV + SNAP-Ed
