Make Healthy EasyPhysical Educators

Marketing Directors for Physical Activity

Allison Topper, MSExecutive Director, Senior InstructorCenter for Nutrition & Activity PromotionPenn State Hershey Children’s Hospital

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Marketing Director for Physical Activity

Definition of Marketing

-Am Marketing Association,

2004

Marketing is an organizational function and a set of processes for creating,

communicating, and delivering VALUE to customers and for managing

customer RELATIONSHIPS in ways that benefit the organization and its

stakeholders.

The Process Define program goal(s) Assess Marketplace Segment Audiences Conduct Market Research Develop Strategies and Test Concepts Implement Evaluate (process and outcomes)

Program Goal

Improve attitudes and increase support for Quality Physical Education

(Lifetime Physical Activity)

The Market Place

the epidemic of childhood obesity

We may be in danger of raising the first generation of American children who will live sicker and die younger than the generation

before them.

Risa Lavizzo-Mourey, M.D., M.B.A.

RWJF President and CEO7

the evidenceor more hours of physical

activity each day

or less hours of screen time each day

meals each day

or more cups of water or low/no-calorie beverages

each day

or more servings of fruits and veggies each day

Recommendations for Prevention of

Childhood Obesity

Davis MM et al, 2007 Pediatrics, S229-S253

energy gap

110-165 calories a day in children Change nutritional intake

Replace a can of soda/day (150 calories) with water or low/no calorie beverages (0- 5 calories)

Change physical activity output Replace sitting for ~2 hours with walking

Source: Wang et al 2006, Estimating the energy gap among US Children: A Counterfactual approach, Pediatrics, 118: 1721-1233

“The strategy identified by experts as the most important for reversing youth obesity was “increasing physical activity.”

Childhood Obesity: Most Experts Identified Physical Activity and the Use of Best Practices as Key to Successful Programs, 2005, United States Government Accountability Office

Segment the Audience

Youth ages 5-18ParentsCommunity PartnersSchool Administration, Faculty, Staff, School Board

Youth

Market Research - Trends 65% of youth were not physically active for

1 hour a day, 5 or more days/wk (CDC, YRBS 2007)

Regular participation in vigorous physical activity dropped from 68.5% among ninth graders to 55% among twelfth graders (CDC, YRBS 2007)

42.4% of youth (grades 9-12) did not participate in school or community sports the 12 months prior to the survey (CDC, YRBS 2007)

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Amount of time outdoors is one of the strongest predictors of physical activity levels for older adults and children.

(Brownson et al, 2001)

90% of outdoor participants were introduced to outdoor activities before the age of 18.

Exploring the Active Lifestyle, Outdoor Industry Foundation, 2004)

Market Research - Trends

Participation in active outdoor activities is increasing among 16-24 year oldsMost Popular Activities Biking (paved roads) Hiking Fishing Mountain Biking Trail Running Rock Climbing

Outdoor Industry Foundation, 2008

Market Research TrendsReported Barriers to Outdoor Recreation1. Lack of Time2. Lack of Ability or Skills3. Lack of Access to Information4. Programs and Services (inconvenient, cost, or

not enough)5. Lack of Social Support

Exploring the Active Lifestyle. Outdoor Industry Foundation, 2004

Market Research TrendsTop Influencers to start active outdoor

recreation Parents/ Family (36%) Friends who also wanted to try (36%) Friends who were already active in it (31%) Scout Programs (14%) School Clubs (12%) Church Groups (11%)

“Allowing youth to experiment with different outdoor activities will help them discover how they fit in the active outdoor lifestyle - what they like to do.

There is an opportunity to create a life-long passion for physical activity and active outdoor recreation”.

Parents

The percentage of parents who agree or disagree that: "P.E. programs can help reverse the growing obesity trend."

21Center for the Advancement of Standards Based Physical Education, 2004

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The percentage of parents who agree or disagree that: “P.E. should be an important part of the solution to the obesity problem.”

Center for the Advancement of Standards Based Physical Education, 2004

The percentage of parents who agree or disagree that: "Quality P.E. should prepare children to become physically active for the rest of their lives."

23Center for the Advancement of Standards Based Physical Education, 2004

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The percentage of parents who agree or disagree that:

“Physical education teachers should play an active role in promoting healthier schools."

Center for the Advancement of Standards Based Physical Education, 2004

Community Partners

Health CareYouth Serving Organizations Recreation CentersParks and Recreation Departments

School

No Child Left BehindStandardized Tests

Curriculum Integration

Develop Strategies

Convene Representatives from Target Groups as Planning

Partners

Influencing“Consumer” Behavior

Selling Physical Education and Lifetime Physical Activity

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Marketing/ Consumer Behavior1. Awareness

2. Interest

3. Trial

4. Repeat Purchase

5. Adoption

Armstrong, Kotler, de Sliva

Awareness and InterestAware of new “product” but lacks informationProvided or seeks information about new product

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Awareness and InterestCommunication

Vehicles School Newsletter Morning News/

Announcements Posters Cross curricular

classroom activities Recess Community Promotion

Armstrong, Kotler, de Sliva

Geocaching is an outdoor treasure-hunting game in which the participants use a navigational technique to hide and seek containers.

TrialTries new “product” on a small scale to test its value

PRIMARY ROLE OF PHYSICAL EDUCATION CLASS

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Trial: Primary Role of PE ClassElementary Movement Skills and Activity

Exploration

Secondary Developing personal fitness plans and

goals

Exposure to activities families/ friends can do at home or in the community Take home activities/ homework Family Activity Nights/ Featured

Programs

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The Value and Relevance

Guest Community Presenters

Equipment Sharing Experiential Field Trips Cross-curricular

Activities

INSIGHT

Behaviors with satisfying results tend to be

repeated

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Influences on Rate of Adoption Compatibility: Does behavior fit the values and

lifestyle of the target market?

Complexity: How difficult is to understand or do the behavior?

Relative Advantage: Is the behavior better than other choices?

Communicability: Can the behavior be easily observed or described to others?

Repeat Purchase“Purchases” product and evaluates experience under “normal” circumstancesPhysical Education Teacher as the FACILITATOR

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Repeat PurchaseConnect with out of school

opportunities Before/After School Programs Community Clubs (e.g. Hiking/ Kayaking) Community Facilities (e.g. Parks, Trails,

Recreation Centers) Community Events/ Programs

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Reality: There are only so many hours in a day Empower Students:

Homework assignments to search and submit community resources

Secondary students organize after school activities (w/advisement) for peers or younger students

Speak-up: Share activities and needs with school health

council Contact leading community center, hospital, or

recreation department

AdoptionDecides to make full and regular use of the new “product”

Putting theory into Practice

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nrgBalance makes healthy easy by providing five simple

nrg Outdoors Challenge

Two week turn-key program, led by the physical education teacher, features school wide lessons and activities designed to teach students the five ways to achieve energy balance and to promote active outdoor recreation.

Materials1. Implementation Guide2. Morning Announcements3. Classroom Activities4. Recess Activities5. Physical Education Lessons6. Lunch Menu Items7. Supporting Materials8. Take Home Materials (Family Pack)

Making Health Easy for the Physical Education Teacher 

Physical Education as Marketing Directors of

Physical Activity

Advancing the Profession

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Create New PartnershipsNew Partner Examples: Outdoor Industry Recreation Park Societies Interest Groups (canoeing association,

hiking clubs)

Marketing MantraFun- Easy- Popular

for kids, families, and community to engage in

Physical Education and Physical Activity

MAKE HEALTHY EASY

Allison Topper, MSExecutive Director, The Center for Nutrition and Activity Promotion at Penn State Hershey Children’s Hospitalatopper@psu.edu