Messages That Move KidsMessages That Move Kids

December 1, 2004

Motivate, Educate, ActivateMotivate, Educate, Activate

So what moves kids?

And How Can Marketing Help?

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

WARNING:You Are Not The Target Audience!

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

EnvironmentPhysical

Social

EconomicSupport

Family

Neighborhood

Community

AccessPreventive

Primary

Specialty

I ndividual BehaviorMotivate/ Educate

Better choices

Reduced Risk

Marketing is a Discipline that engages people to influence

their behavior

How Can Marketing Help?

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

• Target?• Action?• Rewards?• Support?• Image?• Openings?

Who is the target and what is their reality?

1. THE TARGET

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 SayTeam 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”