FIT Plansbook

1The FIT Program

FUNHaveFITBe YOUBe

Breanna Cope Amanda Marandola

Team 3

2 The FIT Program Table of Contents

Title Page 1

Table of Contents 2-3

Goals 4-5

Situation Analysis 6-7

Objectives & Strategies 8-15

Target Audiences 8-11

Marketing Objectives 12

Communication Objectives 13

Overall Strategy 14-15

3The FIT ProgramTable of Contents

Creative 16-31

Message Distribution 32-35

Budget 36-37

Campaign Evaluation 38-39

Creative Concept & Strategy 16-17

Events & Promotions 18-19

Creative Work 20-31

4 The FIT Program Goals

GoalThe ultimate goal for this campaign is to create awareness, educate, motivate and form a lasting impression.

How do we plan on achieving this goal?

implement a campaign that will be recognizable to each of our target au-‐‑diences, thus creating awareness.

AwarenessWe will achieve awareness by tar-‐‑

geting a series of ads toward each -‐‑

get each audience individually on a level that they can relate to, therefore reaching all members of our target audience.

EducationOnce each target audience is aware

of this campaign they will begin to be

educated on the FIT program through the messages in our advertisements, in addition to activities and various community events that will take place. Education will occur in what we call a

-‐‑dience is educated they, in turn, will spread that knowledge to another tar-‐‑get audience, and so on. For example, the teachers educate their students on the FIT program, they in turn go home and educate their parents about it and since the parents make up the community as a whole, in essence, the entire community is educated due to

What we will do for you

5The FIT ProgramGoals

MotivateThis is where knowledge begins

to correlate with motivation. As the students learn about FIT through our events, advertisements, etc. they will begin to become motivated. By stress-‐‑ing the fact that the FIT program is not only educational, but fun at the same time, students will be more mo-‐‑tivated to participate in the program. Once the students are motivated, they will go home and tell their parents who in turn are motivated by what their students are interested in, and so on. This is yet another example of

Lasting ImpressionFinally, we must form a lasting im-‐‑

pression upon all audiences to ensure success. Through our campaign we will stress that FIT is not just a pro-‐‑gram, it’s a lifestyle consisting of hav-‐‑ing fun and being healthy. We will stress that families will be able to reap

and out of the classroom.

6 The FIT Program Situation Analysis

Despite the fact that the FIT program is meant to be associated with posi-‐‑tive lifestyle and nutritional choices, there are various potential concerns that one must be prepared to address.

ObesityChildhood obesity is often a sen-‐‑

sitive subject between parents and children, especially at this young of an age. Most parents do not want to recognize the fact that their child is overweight or unhealthy. At the same time, many parents may be obese themselves and may not want to ad-‐‑mit the fact that they or their child is obese. In addition, some parents are ashamed of the fact that their children are obese, however do not want them to develop self esteem issues by tell-‐‑ing them the truth.

Due to the socioeconomic condi-‐‑tions of the area, many parents will

on healthy food. Processed and pack-‐‑

often the cheapest food choices at gro-‐‑cery stores. In addition, fast food res-‐‑taurants are cheap and easy for par-‐‑ents who struggle with money and have to feed a family.

Cross-Cultural Barriers A majority of the students in the

four schools participating in the FIT program are primarily Hispanic or African American. Due to this diver-‐‑sity factor, the fact must be taken into consideration that various ethnicities

Potential Concerns

7The FIT ProgramSituation Analysis

For example, studies have shown that Hispanic children are more likely to consume more legumes and vegeta-‐‑bles than African American and Cau-‐‑casian students. In addition, diseases such as diabetes are more common in Hispanic children and hypertension is more common in African American children.

Eating Disorders According to the National Health

Institute, one out of every three ado-‐‑lescents will develop an eating disor-‐‑der. Despite the fact that the students participating in the FIT program are in a very young age group, the fac-‐‑tor of eating disorders must be taken into consideration. Due to the nature of their age, these childrens’ minds are very impressionable. With that being said, their environment and surround-‐‑

later in life. We need to focus on send-‐‑ing positive self esteem messages to children so that they will not have to worry about developing an eating dis-‐‑order later on in their life.

Healthy Lifestyle vs. DietWe want to send a positive message

about the FIT program in order to en-‐‑courage students to eat healthy and be active. We must be cautious about these children’s self esteem and make sure they view FIT in a positive light. We do not want a child excessively di-‐‑eting or exercising because they take the goals and messages of FIT in the wrong direction. We want students to feel positive about the program and themselves and have high amounts

they are participating in.

8 The FIT Program Objectives & Strategies

Who are they?The students are all of the chil-‐‑

dren at four elementary schools in the Grand Rapids Public School Dis-‐‑trict; Buchanan, Campus, Chavez and Dickinson Elementary Schools. Those

targeted much closer through their teachers and parents, but we want to educate all students to start the FIT lifestyle at an early age.

Why are they important?The students are at the core of the

FIT program. They are our youngest audience and therefore the most im-‐‑pressionable. We also have the oppor-‐‑tunity to make the longest impres-‐‑sion on them. By implementing the FIT lifestyle of healthy eating and ac-‐‑tivity at a young age, we can change their entire life.

Target Audience- Students

9The FIT ProgramObjectives & Strategies

Who are they?The teachers that are targeted will

be all of those at the four elemen-‐‑tary schools involved with the FIT program. Those teachers in the third

given more materials than the other

with activities for the students and en-‐‑couraged to participate with FIT. Par-‐‑ticipation is important not only for implementing the FIT lifestyle in their life but encouraging the students to do so as well.

Why are they important?The teachers are a very important

audience to target as they spend a large amount of time with the stu-‐‑dents. They spend over thirty hours each week with them and can be a role model to them.We also realize the importance of

students will see that FIT is for every-‐‑one.

Target Audience- Teachers


Who are they?The parents of all students in the

four elementary schools will be tar-‐‑geted by the FIT program. These are the parents of students in the third

also many other parents.

Why are they important?The parents are role models to their

students. They are responsible for implementing FIT at home and being a source of encouragement for their children. All of the parents are impor-‐‑tant, because we want all of the stu-‐‑dents to be aware of FIT at the young-‐‑est age possible.

Target Audience- Parents


Who are they?The members of the Grand Rapids

-‐‑ers, students of all ages, parents and

Why are they important?They are important to FIT as they

events. They will help the students see that everyone can be FIT and everyone can have fun with FIT.

Target Audience- Community


Marketing Objectives

Achieve attendance of 40% of community members at new FIT

This is a key to educating all of the members of the community. It is also meant to be a way to make them see that FIT is fun and that through these events they can learn about the FIT lifestyle.

Achieve attendance at FIT events by 75% of students during the next year.This is essential to reinforcing the

students’ knowledge of FIT and also helping them to see that FIT is fun. The best way to get these chil-‐‑dren excited about following the FIT program is through fun events.

Achieve 30% participation by parents in the events open to par-ents within the next year.Gaining the participation of par-‐‑

ents at FIT events is important as they are the individuals responsi-‐‑ble for implementing FIT at home. Without their participation their knowledge of FIT will not be great enough to aid in the education of the children.

Achieve 75% participation by teachers through implementa-tion of the FIT program into daily instruction.Involving the teachers means in-‐‑

volving the students. Not only will they be educating the students but they will be reinforcing their own knowledge as well.


Communication ObjectivesAchieve 80% knowledge that

the FIT program is a healthy eating and activity program by students at the four elementary schools. We want the students to under-‐‑

stand that FIT is not about diet and exercise. It is important that their knowledge of FIT is the under-‐‑standing that FIT is about a healthy lifestyle.

Achieve 75% knowledge that the FIT program is about healthy eat-ing and activity by teachers with-in the next yearThe greater amount of teachers

who have knowledge of FIT will therefore create a greater number of students who are being educated correctly on the FIT lifestyle.

Achieve 50% knowledge that

the FIT program is about healthy eating and activity by parents within the next year.The parents are just as important

as the teachers and their knowledge of FIT is essential to implementing the FIT program and lifestyle at home.


Overall Strategy

The promotional strategy will follow a 3 step plan:

1. We will begin with the educa-‐‑tion of teachers of the FIT program

-‐‑dents and the community.

2. Next, we will build activities that will gain student participation in FIT and ultimately educate them to achieve knowledge of FIT.

3. Lastly, additional events will be planned and FIT materials will be distributed throughout the com-‐‑munity to achieve awareness and knowledge by all members.

The education of the teachers is -‐‑

sible for disseminating the material to the students. Their understand-‐‑ing of FIT as a wellness plan for their life is crucial to be sure that all other audience’s are being educat-‐‑ed correctly. The teachers spend a large amount of time with the chil-‐‑

-‐‑vidual in their life. The students will be involved in

lessons that will seek to educate them on the FIT program while completing mandatory material by the state. With the involvement of FIT in school lessons they will be exposed to the program and help to achieve knowledge of FIT amongst the students.


The activities will involve work outside of school that will be op-‐‑tional, but will provide a positive outcome for the students and their families. Rewards and incentives will help to increase the students’ willingness to participate and in-‐‑crease their knowledge of FIT. Events will be open to all mem-‐‑

bers of the community and increase their recognition and knowledge of FIT.

of the community we will use non-‐‑traditional media that will also ed-‐‑ucate them of the FIT program, of healthy eating and activity.We will create posters that will

follow the creative portion of the campaign. They will be distributed

around schools and the community.Newspaper and radio ads will be

used to increase the awareness to everyone in the surrounding area of FIT events.A website will be utilized to gain

students, parents and community members. The website will serve as a supplement to any information and as a quick reference guide.The overall strategy will also work

to promote the creative strategy as

students’ daily lives. The activities and knowledge will then be taken home and passed onto family mem-‐‑bers, thus working to involve the whole community.

16 The FIT Program Creative

FIT for EveryoneFIT for You FIT for your School

FIT for your CommunityFIT for your Family

Creative Concept & Strategy

17The FIT ProgramCreative

ConceptOur creative concept for this pro-‐‑

gram revolves around what we call -‐‑

paign will consist of a series of ad-‐‑vertisements targeted toward each individual audience. Each group of

-‐‑dividual audience so that they can understand how the ads relate spe-‐‑

program in relation to them. De-‐‑spite the fact that we are targeting each individual audience, we are, in essence, targeting each audience as a whole. All of the target audi-‐‑ences are under the same umbrella and are all encompassed by the um-‐‑brella of making up the community as a whole. Each individual audi-‐‑ence will be able to relate to ads that

being encompassed as a whole.

StrategyOur strategy consists of reaching

our goal of awareness, education, motivation and forming a lasting impression by targeting each series of ads toward each of our key audi-‐‑ences. We will promote and depict a healthy lifestyle through activity and nutrition and do so with im-‐‑ages, text and colors that are relat-‐‑able to each audience. We also want to stress the importance of the fact that FIT is fun. We will depict this in our advertising and make fami-‐‑lies realize that FIT is a fun way to educate yourself and get in shape. Students will be more enthusias-‐‑tic about a program that is fun and will in turn motivate their parents

18 The FIT Program Creative

Recess ItemsVarious FIT sponsored promo-‐‑

tional items will be distributed to each of the four schools for recess. Items such as sports balls, play-‐‑ground balls, chalk, jump ropes and Frisbees will be given out to students during recess to engage in

Grocery NightsTogether with Meijer students

and their families have access to

where they will be able to purchase grocery items for less. Families will have access to recipe cards with all kinds of healthy recipes on them. They will be able to go to Meijer’s

recipe cards for a discounted price. Families will also be given coupons toward items on these recipe cards that they can use throughout the year.

Events & Promotions

19The FIT ProgramCreative

FIT DinnersEvery month, FIT will host a din-‐‑

ner at one of the four participating schools. These dinners will give families, teachers and communi-‐‑ty members a chance to socialize, share recipes and engage in the FIT program. These dinners are meant to create and enforce community unity and give students and their families a chance to socialize with others outside of the classroom.

Walk for FITTwice at year, at the end of each

school semester, FIT will host a Walk for FIT. The purpose of this event is to engage the community to participate in a fun FIT event in addition to socializing and bonding with other community members.

Prizes will be given out and every participating member will receive a Walk for FIT t-‐‑shirt.

Show us how you’re FITClassrooms will be provided 2

digital cameras that students can check out and use to take pictures of themselves, their school, their fam-‐‑ily and their community being FIT. Pictures will be printed and posted on boards in school, showing how they’ve had fun with FIT.

20 The FIT Program Creative Work

Print- Posters

FITFamilyfor your

FITFamiliapara su

College of Human Medicine

MICHIGAN STATE

U N I V E R S I T Y

Be Active. Eat Healthy. Be FIT.

Sea Activo. Coma Sano. Sea FIT. FITCommunity

Comunidadpara su

for your


MICHIGAN STATE

U N I V E R S I T Y


Sea Activo. Coma Sano. Sea FIT.

21The FIT ProgramCreative Work

FIT FITUstedparaYoufor


MICHIGAN STATE

U N I V E R S I T Y

Be Active. Eat Healthy. Be FIT. Sea Activo. Coma Sano. Sea FIT.

Each of these posters are meant to reach each individual target au-‐‑dience. They are created to inform them about the FIT program, of

healthy eating and activity, and also to stress that they can have fun with FIT. They will be distributed around schools and in the community.


Print- School Banners

FITschoolProud to be a

Buchanan Elementary Campus Elementary Chavez Elementary Dickinson Elementary


MICHIGAN STATE

U N I V E R S I T Y


Campus Elementary Chavez Elementary Dickinson Elementary


MICHIGAN STATE

U N I V E R S I T Y





MICHIGAN STATE

U N I V E R S I T Y




MICHIGAN STATE

U N I V E R S I T Y

The school banners are consistent with the colors of all print materi-‐‑

depicting that all four schools are

is to show each school is an active member of the FIT program and proud to be involved.


Website

Home About FIT FIT in the News FIT in your Community Sponsors

Login

Username

Password SearchFITFIT for You FIT for Your Family FIT for Your School

Events

FIT Point Tracker

FIT Games and

Activites

Recipe of the Month

Recipe Archives

FIT Monthly

Newsletter

Buchanan Elementary

Campus Elementary

Chavez Elementary

Dickinson Elementary


Web Banner

Dive intoFITThe website and web banner will

serve as a supplement reference for students, parents, teachers and the community. The website has sections that will appeal to all au-‐‑diences, targeting them each indi-‐‑vidually. Computers will be made available at local libraries and in

schools, so that anyone without a computer or internet access will not be restricted from viewing this con-‐‑tent.The web banner will be placed

on the GRPS and other various websites to increase visibility and awareness of FIT.


Recess Items

FIT FITFIT

F I TF I T

FIT


Promotional T-Shirt


Radio Spot

Client: FIT Program

Radio: 15

Name: Walk for FIT 2009

Audio:

SFX(4): Children Laughing

VO(11): Come support the FIT program and participate in Walk for FIT 2009. For more details visit www.FIT.com. Be You, Have Fun, Be FIT.

will be implemented throughout the year that will conincide with FIT events. Each spot will contain

a message about the event, where

FIT message that is aimed towards increasing their knowledge of FIT.


FIT SongFit for youFit for me

Eat your greensDon’t forget your fruitsCome on let’s go put on your bootsWe’ll walk for FITAnd have fun with itCome on everyone Lets join togetherand through this

Fit is coolFit is funFIT makes me want to runStand up sit downLet’s gather ‘roundFIT is where we want to be found

Fit for youFit for me

Fit for your community

Lend a handBe active with FITMeet new friendsYou won’t want to quit

Let’s get activeLet’s have funWe’ll play outside in the sunAnd when we goBack insideWe’ll still use FITAs our guide

Fit is coolFit is funFIT makes me want to runStand up sit downLet’s gather ‘roundFIT is where we want to be foundBe You. Have Fun. Be Fit.


FITCommunity

Comunidadpara su

for your


MICHIGAN STATE

U N I V E R S I T Y


Sea Activo. Coma Sano. Sea FIT.

Creative Dissection

Each poster contains

an educational message

about FIT. They are in

both English and Span-

ish to appeal to a wider

demographic and break

down language barriers.

The images are meant

to relate to each audi-

ence. They also depict

and reinforce that FIT

is fun.

The FIT concept

displayed here

is in 2 languages

since the audience

is bi-lingual. It in-

dividualizes each

audience while

also informing

them that FIT is

for everyone.

The colors in the posters

are consistent with the

FIT blue. Together, they

create a clean and crisp

appearance.


Home About FIT FIT in the News FIT in your Community Sponsors

Login

Username

Password SearchFITFIT for You FIT for Your Family FIT for Your School

Events

FIT Point Tracker

FIT Games and

Activites

Recipe of the Month

Recipe Archives

FIT Monthly

Newsletter

Buchanan Elementary

Campus Elementary

Chavez Elementary

Dickinson Elementary

The 3 sections of the

website are meant to

target each individual

group.

The colors are consistent

with all print materials to

keep unity among all cre-

ative work.

There are additional

menu items that will

keep all audiences

informed and enter-

tained.

32 The FIT Program Message Distribution

Reach85% of students70% of teachers50% of parents and communityCoverageThe majority of information, ac-‐‑

tivities and events will be geared toward students. They are our most

young age we have the opportu-‐‑nity to create the greatest lifestyle change, with the assistance of their role models.

The teachers will be second in re-‐‑ceiving information. They are the

good knowledge of FIT to be able to pass it on to students. Parents and community members

will be involved through events and activities and also through their children. Material and information given to students in school will be taken home and therefore incorpo-‐‑rate the whole family.

Distribution Objectives

33The FIT ProgramMessage Distribution

Distribution Objectives & Strategy

FrequencyStudents will be targeted continu-‐‑

ously and daily. The FIT program should become a part of their ev-‐‑eryday life. Through activities in the classroom, being exposed to FIT materials around school and events, the students’ knowledge of FIT will always be increasing.Teachers, parents and community

members will be targeted weekly. Through encouragement to visit the

all members of the community will be exposed to FIT often to increase their knowledge and participation with the program.All audiences will be exposed

to pulsing messages when special events are being held and therefore additional advertising is necessary.

StrategyFIT will become a part of the stu-‐‑

dents’ lives through activities that will make them want to learn about

This is a key part in assuring that the students are being well educat-‐‑ed. Teachers will be responsible for

-‐‑dents, through the implementation of FIT materials into lessons.Parents and community members

will be involved through events that support the students’ education and homework that involve FIT. Involv-‐‑ing the parents and community will increase their knowledge of FIT so that they can continue to educate their own children and implement the FIT lifestyle at home.

34 The FIT Program Message Distribution

Distribution TacticsPrint materials will be distributed

in rotation.Each school will be provided with

a FIT banner that will serve as a re-minder to students and staff every-day that they are participants in the FIT program.

Posters will be placed in each par-ticipating classroom, around the school and in the community.

Special activity boards will be placed in classrooms around the school. These boards will involve stu-dents in fun activities so they know FIT is fun.

By exposing audiences as often as possible this will work to continue to increase their knowledge that FIT is a program about healthy eating and activity.

Special events will create a fun

environment for children and a way to learn about FIT. They will also be a great way to bring all of the members of the community together.

FIT will be integrated into lesson plans and activities that will get chil-dren excited to learn many different subjects while learning about FIT.

FIT songs and videos will encour-age participation and increase atten-tion levels in class.

Lastly, we will use the internet as an additional reference for all audiences to use.

A website will be used for quick and easy reference of FIT information. Partnerships will be formed with the local libraries and computers will be set aside in the school so that every-one will have the opportunity to take advantage of this media.

35The FIT ProgramMessage Distribution

Education of Teachers

Dissemination of Materials

Events to involve all

Materials introduced at

home

Teachers StudentsParentsCommunity

Distribution Plan

36 The FIT Program Budget

Item Quantity Total NotesPrint Materials

School Banners 4 Banners $400

Postersposters

$8001-‐‑sided color

Flyerscommunity for events

$2001-‐‑sided color

Shopping Guides with coupons

40,000 prints throughout the year

$2,400b&w on color paper

Events & Promotions

1 $1,000

72 Digital Cameras 2 per classroom,per school

$5,040

Walk for FIT 4

T-‐‑Shirts 3000 $15,000 White T-‐‑Shirt, 3 Colors

Sweatbands 2000 $1,600

Flyers 600 $300b&w on color paper

Banner 3 $300

Itemized Breakdown

37The FIT ProgramBudget

Item Quantity Total NotesPromotional Items

T-‐‑Shirts 3000 $15,000 White T-‐‑Shirt, 3 ColorPencils 1000 $1,000Window Clings 2000 $5,000

100 $600Recess Items

Kick Balls 72 $700Frisbees 36 $300Basketballs 36 $300

Jump Ropes 180 $700Chalk 5000 boxes of 4 $1,750 Jumbo chalk

Media

Website $4,500 To hire a professional web designerNewspaper Once a month + 4

times seasonally$23,100 Lazo Cultural-‐‑ Zone 1

12 times Grand Rapids PressRadio Once a week, 48

times$10,752

TOTAL BUDGET $128,710

38 The FIT Program Campaign Evaluation

What we will achieve

Achieve attendance of 40% of community members at new FIT

Achieve attendance at FIT events by 75% of students during the next year.To assure that we are achieving

this we will simply take a count

events.Community events also gives us

the opportunity to have community members sign up to be on a mailing list to receive FIT information. This will also give us a number to chart

Achieve 30% participation by parents in the events open to par-ents within the next year.

Achieve 75% participation by teachers through implementa-tion of the FIT program into daily instruction.Participation will be measured a

The parents will be measured

their use of FIT materials, and their involvement in FIT events.Teachers will be measured by

their use of FIT materials and les-‐‑sons in the classroom.

39The FIT ProgramCampaign Evaluation

Achieve 80% knowledge that the FIT program is a healthy eating and activity program by students at the four elementary schools.

Achieve 75% knowledge that the FIT program is about healthy eat-ing and activity by teachers with-in the next year

Achieve 50% knowledge that the FIT program is about healthy eating and activity by parents within the next year.This will be measured through

surveys completed at the end of each year. We will look for an in-‐‑crease in the knowledge that each target audience has from one year to the next.

With this campaign we will create awareness and knowl-edge of FIT. We will achieve an audience of educated indi-

viduals that know FIT is a program about healthy eating and activity. It will become

a part of their daily life forming a lasting impression.

Technology

FIT Plansbook