messages that move kids
DESCRIPTION
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. It’s not about us Marketing is critical for success 6 Strategic Questions to promote your interventions. Research. - PowerPoint PPT PresentationTRANSCRIPT
Messages That Move KidsMessages That Move Kids
December 1, 2004
Motivate, Educate, ActivateMotivate, Educate, Activate
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
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
EnvironmentPhysicalSocial
EconomicSupport
FamilyNeighborhood
CommunityAccessPreventive
PrimarySpecialty
I ndividual BehaviorMotivate/ Educate
Better choicesReduced Risk
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 Communications6 Strategic Questions
• Target?• Action?• Rewards?• Support?• Image?• Openings?
Know your audience as a person
• All communication is personal
• We speak to individuals not demographics
• Need to focus on best segment
“It means eat some good things.” (What are good things to eat?)
“I don’t even know.” Kindergarten Boy (L)
“We have carrots, corn and green beans and sometimes my dad puts little red peppers
in there. They’re hot.” 2nd Grade Boy (C)
“I know cereals. Frosted Flakes are my favorite. You
know the little boxes with the bird on it.”
1st Grade Girl (C)