connect people participant workbook

Blue Zones Project® Facilitator Guide

Connect People Participant Workbook


1 Copyright © 2019 Sharecare, Inc. and Blue Zones, LLC. All rights reserved.

Lesson: Introduction to Marketing

Description

Blue Zones Project is complex and multi-faceted. Marketing can help you simplify the message and deliver it from messengers that people in the community know and trust. Understanding the individual and community journey will bolster adoption and engagement in Blue Zones Project

Learning Objectives

• You will be introduced to how individuals and communities-at-large experience Blue Zones Project

• You will learn how to create a strong foundation by building public and media support of the project

• Over the next week you will be provided opportunities to begin transforming these learnings into action.

Materials

▪ Brand Central

▪ Best Practice Center

▪ Marketing Needs Overview

Follow Up or Homework

▪ Review the Creative Brief Request form



Individual Journey

Key Concepts:

• Individuals experience Blue Zones Project along a continuum. How they are introduced to the

project and who introduces it matters.

• It’s important to focus your message on where they are at in their journey for best results.

• Campaigns come in different shapes and sizes. Which is important because while communities

have lots of similarities, we recognize they each come with their own personalities, values,

beliefs, and cultures that make them unique.

Notes:



Knowing your Audience

Key Concepts:

• It’s important to know your audience. And depending on the makeup of your community you might see strong reactions to certain terms.

• Even within a community that might have a specific perspective – even on policy – there will still be differences.

• You can’t make assumptions about the support that might be there or the work that might have to go in to build an effective coalition.

Notes:



Activity | That’s Hot

Think about the attitudes, political leanings, sensitivities, and local challenges in your community that have the potential to be hot button issues. Spend 15 minutes going to news sources and social media sites relevant to your community. How do people sound? What do people care about? What buzz words are you seeing?

Words to Use Words to Avoid



Rooted in the Power 9®

Key Concepts:

• The Power 9® are the nine key concepts the original Blue Zones areas have in common.

• These nine concepts fall into four categories: Move Naturally, Right Outlook, Eat Wisely, and

Connect.

• These concepts ground the messaging strategies we use to engage individuals.

• Note: Friends @ 5 can replace Wine @ 5 depending on the community

Notes:



Customer Journey

Key Concepts:

• Influencers may be community leaders – think Mayors, CEOs and business owners, Civic

Leaders – or they may be everyday heroes speaking on your behalf. People who have adopted

the Power 9 principles into their own lives and seen success make great influencers.

• When leaders make a request – a direct ask – people tend to pay attention and respond.

Activate leaders to activate the masses.

• People reacting to the campaign need to see themselves or someone they recognize and feel

compelled to act as a result.

Notes:



Activity | Identify Influencers to Engage Your Community

Think about the people and industries with influence in your community. What

industries will be the easiest and most difficult to engage? Who has influence

over those industries? Who can best support Blue Zones Project in helping you

achieve your goals this year?

Easy to Engage Hard to Engage

Ind

ustr

ies

Ind

ivid

uals



Lesson: Volunteers and Ambassadors

Description

The purpose of this lesson is to provide an overview of volunteers and ambassadors and

the role they play in the transformation of a community. Participants will learn strategies for

the identification, recruitment and retention of volunteers and ambassadors.

Learning Objectives

▪ Understand the importance of volunteers and ambassadors to the process.

▪ Identify strategies to influence, recruit and retain volunteers and ambassadors.

▪ Align actions and priorities with Blue Zones activities and events.

Acknowledge local best practices.



Discussion: What are the characteristics of a good volunteer?



Volunteers & Ambassadors Asset Based Inventory Activity

Key Concepts: Identify individuals that influence others in your community. Pinpoint organizations that

are aligned with the mission.

▪ Grassroots & citizen associations

▪ Institutions

▪ Community based organizations

▪ Private sector

▪ Labeled populations

Notes:



Best Practices for Retaining Volunteers and Ambassadors

Key Concepts:

▪ Without volunteers Blue Zones Project wouldn’t be a success.

▪ By volunteering people get the chance to lead a more meaningful life while improving the

community around them.

▪ Doing good is good for you- physically, socially, emotionally and spiritually.

▪ We all have something to offer.

Tips & Techniques for Retention

▪ Pledge and organization checklist activities

▪ Engagement activities – Moais, purpose workshops, cooking demonstrations, curated volunteer events,

walking school bus.

▪ Neighborhood and community event planning

▪ Influencer Campaign

▪ Street Team

▪ Training

▪ Modeling behavior



Discussion: Reflect on your experiences. How can you empower

ambassadors and volunteers?

Resources

Follow Up or Homework • Review Blue Zones community websites for examples of volunteering

• Brainstorm team volunteer activities

• Reflect on your own volunteer events and opportunities

connect people participant workbook

Documents