strategy-brief

Strategy Brief: Drink Up! Water Challenge

Backgroundand Overview Encourage and promote employees to reduce the amount of unhealthy beverages they consume. These unhealthy

beverages include: regular soda, energy drinks, sports drinks, sweetened coffee/tea, juice drinks, whole milk, and any other beverages sweetened with any sugar (natural or not) or high fructose corn syrup. The goal of Drink Up! Water Challenge is to get employees to cut the amount of unhealthy (red) drinks in half over the course of three weeks

Employees will be given a log to track how many red (unhealthy choices), yellow (better choices), and green (best choices) they consume over the course of three weeks. Once they have completed their log, they can scan and email it or bring it into the Employee Health Office to be entered into a raffle for a $25 gift card to Dick’s Sporting Goods and exercise shirt

A workshop will be held on Tuesday, June 30th at Stillwater Medical Group in the large conference room at 12:15-1:00pm and at Lakeview Hospital at 3:30-4:15pm in Hulings 1 and 2 to talk about the importance of journaling, setting calorie budget, basic nutrition, and the power of clean eating. Lisa Rambo, a winner from the Biggest Loser will be speaking to employees who attend about how they can live healthier. Employees who attend will be entered into a drawing to win prizes: Workout book, meal planning journal, and a grocery shopping date with Lisa. Healthy snacks along with infused water will be served at the Lisa Rambo workshop

The Hospital will support this healthy living change and replace the fountain soda dispenser in the cafeteria with a refrigerator with only healthy items (water, sparkling waters, unsweetened teas, and 100% fruit juice drinks)

To be a part of the challenge, employees must sign up by Friday, July 3rd. If they register by Saturday, June 20th they will be entered into a drawing to win a $50 gift card to Trader Joe’s (2 winners will be selected). The challenge will begin that following Monday, July 6th and the pre-assessments will be due by that morning

Audience(s)/Buyer and Market Segment

Internal Employees (all ages)

o Employees who drink sugar sweetened beverageso Employees who want to live a healthy lifestyle


Marketing Strategy Statement

The Drink Up! Water Challenge will encourage employees to reduce the amount of sugar sweetened beverages they consume and live a healthier lifestyle

o Target and reach our two key audience segments, the “Employees who drink SSB’s” and “Employees who want to live a healthier lifestyle”

o Communicate the breadth and depth of the challenge and how to track/log the amount and types of beverages that are consumed per week, as well as making the track logs available

o Advertise the incentives of being a part of the challengeo Reinforce all the educational materials (posters and brochures) that will be available to help and encourage

employees to accurately and adequately read the nutritional values and labels on the new vending machine systems

Key Messages Drink Up! Water Challenge

o Red, yellow, green track log worksheet for employees to fill out and participate in the challengeo Tone of voice is motivating, encourgaing, and determined by:

Educational materials emphasizing healthy eating Nutritonal values tables displayed next to vending machine systems to notify employees Incentives:

Water Bottle to measure how much is consumed Brita Water Filter Pitchers given away each week of the challenge Good & Cheap Book for participants in challenge and admission into raffle for Dick’s

Sporting Goods and exercise shirt for completed and submitted track logs

Call to Action

Piece/ElementSupport Points

Specific Call to Action/URLs

Intended Audience

Size Qty Run Date Ship To

Posters, email blasts, weekly wrap, huddles, flyers in break rooms promoting Lisa Rambo Workshop

Incentives for going to workshop

Tuesday, June 30th

SMG: Large conference

URL with info about workshop?

All Employees

6/30/15


o Participate in the challenge and start living a healthier lifestyle

Potential Marketing Tactics

Sugar Challenge

o Use pop/drinks in current vending machines

How many teaspoons of sugar per drink

Email Blast Content

o Tips given at the beginning and end of each week during challenge to motivate

Red, Yellow, Green imagery

Explains what should/should not be consumed during challenge

Definitions of healthy beverages, etc.


Drink Up! Water Challenge take the pledge

Kick The Can Article

It takes 21 days to add a new habit

Facts about soda

How soda impacts your body (image)

Drink Up! Water Challenge cable ad (video)

Fun facts about water

Reduces hunger


Flushes down the by-product of fat breakdown

Helps relieve headaches

Helps replenish skin tissues

Helps brain work better

Regulates body temperature

Helps digestion

Increases metabolism

Flushes out toxins

Keeps joints and muscles lubricated

Helps fight the flu/strengthens immune system

Prevents loss of memory as you age

Slows down aging process and makes skin smooth

Ways to spice up your water

Fruit infused water recipies

Strawberry, lemon, and basil

Orange and blueberry


Watermelon and mint

Citrus and cucumber

Strawberry, lime, and cucumber

Citrus and cilantro

Rosemary and grapefruit

Kiwi and cucumber

Fizzy drink recipies

Sanpellegrino, strawberries, and blueberries


Fruit flavored ice cubes

Freeze mint leafs, blueberries, lemon, raspberries, etc. in ice cube trays

Quick tips for drinking more water

Spice up your water with infused water recipies, fruit flavored ice cubes, etc.

Set a routine so that every time you do something during the day, you drink water (when you

wake up, when you leave the house, when you sit down at work, when you go to lunch, etc.)

Set a goal for yourself at how much water you want to drink per day and plan out with your

water bottle when it should be consumed by

Eat spicy food


Prizes to be given out each week

Brita Water Filter Pitchers

Specific and measurable items to consider:

Attendance at the workshop/speech Pre and post assessment of the current vending machines and utilization Sales and records of health vending items vs. unhealthy items If employees red drink consumption was cut in half Meet & exceed budget

Budget $4,999 Speaker: $1,000 Food Sample: $200 Good & Cheap Book + Shipping: $1,600 Promotional Posters: $300 New Refrigerator: $900 Staff Time: $999


Timing TBD

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