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Make Healthy Easy Physical Educators Marketing Directors for Physical Activity

Make Healthy Easy Physical Educators Marketing Directors for Physical Activity. Allison Topper, MS Executive Director, Senior Instructor Center for Nutrition & Activity Promotion Penn State Hershey Children’s Hospital. Marketing Director for Physical Activity.

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Make Healthy Easy Physical Educators Marketing Directors for Physical Activity

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  1. Make Healthy EasyPhysical Educators Marketing Directors for Physical Activity Allison Topper, MS Executive Director, Senior Instructor Center for Nutrition & Activity Promotion Penn State Hershey Children’s Hospital

  2. Marketing Directorfor Physical Activity

  3. Definition of Marketing-Am Marketing Association, 2004 Marketing is an organizational function and a set of processes for creating, communicating, and delivering VALUE to customers and for managing customer RELATIONSHIPS in ways that benefit the organization and its stakeholders.

  4. The Process • Define program goal(s) • Assess Marketplace • Segment Audiences • Conduct Market Research • Develop Strategies and Test Concepts • Implement • Evaluate (process and outcomes)

  5. Program Goal Improve attitudes and increase support for Quality Physical Education (Lifetime Physical Activity)

  6. The Market Place

  7. the epidemic of childhood obesity We may be in danger of raising the first generation of American children who will live sicker and die younger than the generation before them. Risa Lavizzo-Mourey, M.D., M.B.A. RWJF President and CEO

  8. the evidence or more hours of physical activity each day or less hours of screen time each day meals each day or more cups of water or low/no-calorie beverages each day or more servings of fruits and veggies each day Recommendations for Prevention of Childhood Obesity Davis MM et al, 2007 Pediatrics, S229-S253

  9. energy gap 110-165 calories a day in children Change nutritional intake Replace a can of soda/day (150 calories) with water or low/no calorie beverages (0- 5 calories) Change physical activity output Replace sitting for ~2 hours with walking Source: Wang et al 2006, Estimating the energy gap among US Children: A Counterfactual approach, Pediatrics, 118: 1721-1233

  10. “The strategy identified by experts as the most important for reversing youth obesity was “increasing physical activity.” Childhood Obesity: Most Experts Identified Physical Activity and the Use of Best Practices as Key to Successful Programs, 2005, United States Government Accountability Office

  11. Segment the Audience Youth ages 5-18 Parents Community Partners School Administration, Faculty, Staff, School Board

  12. Youth

  13. Market Research - Trends • 65% of youth were not physically active for 1 hour a day, 5 or more days/wk (CDC, YRBS 2007) • Regular participation in vigorous physical activity dropped from 68.5% among ninth graders to 55% among twelfth graders (CDC, YRBS 2007) • 42.4% of youth (grades 9-12) did not participate in school or community sports the 12 months prior to the survey (CDC, YRBS 2007)

  14. Amount of time outdoors is one of the strongest predictors of physical activity levels for older adults and children. (Brownson et al, 2001)

  15. 90% of outdoor participants were introduced to outdoor activities before the age of 18. Exploring the Active Lifestyle, Outdoor Industry Foundation, 2004)

  16. Market Research - Trends Participation in active outdoor activities is increasing among 16-24 year olds Most Popular Activities Biking (paved roads) Hiking Fishing Mountain Biking Trail Running Rock Climbing Outdoor Industry Foundation, 2008

  17. Reported Barriers to Outdoor Recreation Lack of Time Lack of Ability or Skills Lack of Access to Information Programs and Services (inconvenient, cost, or not enough) Lack of Social Support Market Research Trends Exploring the Active Lifestyle. Outdoor Industry Foundation, 2004

  18. Market Research Trends Top Influencers to start active outdoor recreation • Parents/ Family (36%) • Friends who also wanted to try (36%) • Friends who were already active in it (31%) • Scout Programs (14%) • School Clubs (12%) • Church Groups (11%)

  19. “Allowing youth to experiment with different outdoor activities will help them discover how they fit in the active outdoor lifestyle - what they like to do. There is an opportunity to create a life-long passion for physical activity and active outdoor recreation”.

  20. Parents

  21. The percentage of parents who agree or disagree that: "P.E. programs can help reverse the growing obesity trend." Center for the Advancement of Standards Based Physical Education, 2004

  22. The percentage of parents who agree or disagree that: “P.E. should be an important part of the solution to the obesity problem.” Center for the Advancement of Standards Based Physical Education, 2004

  23. The percentage of parents who agree or disagree that: "Quality P.E. should prepare children to become physically active for the rest of their lives." Center for the Advancement of Standards Based Physical Education, 2004

  24. The percentage of parents who agree or disagree that: “Physical education teachers should play an active role in promoting healthier schools." Center for the Advancement of Standards Based Physical Education, 2004

  25. Community Partners Health Care Youth Serving Organizations Recreation Centers Parks and Recreation Departments

  26. School No Child Left Behind Standardized Tests Curriculum Integration

  27. Develop Strategies Convene Representatives from Target Groups as Planning Partners

  28. Influencing“Consumer” Behavior Selling Physical Education and Lifetime Physical Activity

  29. Marketing/ Consumer Behavior • Awareness • Interest • Trial • Repeat Purchase • Adoption Armstrong, Kotler, de Sliva

  30. Awareness and Interest Aware of new “product” but lacks information Provided or seeks information about new product

  31. Communication Vehicles School Newsletter Morning News/ Announcements Posters Cross curricular classroom activities Recess Community Promotion Awareness and Interest Geocaching is an outdoor treasure-hunting game in which the participants use a navigational technique to hide and seek containers. Armstrong, Kotler, de Sliva

  32. Trial Tries new “product” on a small scale to test its value PRIMARY ROLE OF PHYSICAL EDUCATION CLASS

  33. Elementary Movement Skills and Activity Exploration Secondary Developing personal fitness plans and goals Exposure to activities families/ friends can do at home or in the community Take home activities/ homework Family Activity Nights/ Featured Programs Trial: Primary Role of PE Class

  34. Guest Community Presenters Equipment Sharing Experiential Field Trips Cross-curricular Activities The Value and Relevance

  35. INSIGHT Behaviors with satisfying results tend to be repeated

  36. Influences on Rate of Adoption • Compatibility: Does behavior fit the values and lifestyle of the target market? • Complexity: How difficult is to understand or do the behavior? • Relative Advantage: Is the behavior better than other choices? • Communicability: Can the behavior be easily observed or described to others?

  37. Repeat Purchase “Purchases” product and evaluates experience under “normal” circumstances Physical Education Teacher as the FACILITATOR

  38. Repeat Purchase Connect with out of school opportunities • Before/After School Programs • Community Clubs (e.g. Hiking/ Kayaking) • Community Facilities (e.g. Parks, Trails, Recreation Centers) • Community Events/ Programs

  39. Reality: There are only so many hours in a day • Empower Students: • Homework assignments to search and submit community resources • Secondary students organize after school activities (w/advisement) for peers or younger students • Speak-up: • Share activities and needs with school health council • Contact leading community center, hospital, or recreation department

  40. Adoption Decides to make full and regular use of the new “product”

  41. Putting theory into Practice

  42. nrgBalance makes healthy easy by providing five simple

  43. nrg Outdoors Challenge Two week turn-key program, led by the physical education teacher, features school wide lessons and activities designed to teach students the five ways to achieve energy balance and to promote active outdoor recreation.

  44. Making Health Easy for the Physical Education Teacher • Materials • Implementation Guide • Morning Announcements • Classroom Activities • Recess Activities • Physical Education Lessons • Lunch Menu Items • Supporting Materials • Take Home Materials (Family Pack)

  45. Physical Education as Marketing Directors of Physical Activity Advancing the Profession

  46. New Partner Examples: Outdoor Industry Recreation Park Societies Interest Groups (canoeing association, hiking clubs) Create New Partnerships

  47. Marketing MantraFun- Easy- Popular for kids, families, and community to engage in Physical Education and Physical Activity

  48. MAKE HEALTHY EASY Allison Topper, MS Executive Director, The Center for Nutrition and Activity Promotion at Penn State Hershey Children’s Hospital atopper@psu.edu

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