Transcript And How Can Marketing Help?

Messages That Move Kids
December 1, 2004
Motivate, Educate, Activate
So what moves kids?
And How Can Marketing Help?
3 Social Marketing Concepts
to Take Home
1. It’s not about us
2. Marketing is critical for success
3. 6 Strategic Questions to
promote your interventions
It’s About Them
Feelings
Attitudes
Understand
Audience’s Reality
Beliefs
Experiences
Values
Wants
Needs
Behavior
What About Us?
•
•
•
•
We
We
We
We
know too much
care too much
have too much experience
live in our own reality….
5
WARNING:
You Are Not The
Target Audience!
Current ProblemEpidemic of
overweight,
undernourished,
and sedentary
youth
Strategic Goal
Social Marketing -Strategies for Achieving Goal
Tools
•Supportive Environment
•Food Offerings
•Behavior Focused Education
•Marketing Communication
Goal –
Healthier School
Environment for
Improved eating
behaviors and active
lifestyles
Missing
Element
•Branding
•Incentives
•Community Mobilization
•Advocacy
Defending Against Risks And
Achieving Health Goals
Environment
Physical
Social
Economic
Support
Family
Neighborhood
Community
Access
Preventive
Primary
Specialty
Individual Behavior
Motivate/Educate
Better choices
Healthy Kids
Reduced Risk
How Can Marketing Help?
Marketing is a Discipline that
engages people to influence
their behavior
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
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•
•
•
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Target?
Action?
Rewards?
Support?
Image?
Openings?
1. THE TARGET
Who is the target and
what is their reality?
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 Say
Team 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”