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Messages That Move Kids

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.

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Messages That Move Kids

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  1. Messages That Move Kids December 1, 2004 Motivate, Educate, Activate

  2. So what moves kids? And How Can Marketing Help?

  3. 3 Social Marketing Concepts to Take Home • It’s not about us • Marketing is critical for success • 6 Strategic Questions to promote your interventions

  4. Research It’s About Them Feelings Attitudes Beliefs Experiences Values Wants Needs Behavior UnderstandAudience’s Reality

  5. What About Us? • We know too much • We care too much • We have too much experience • We live in our own reality…. 5

  6. WARNING:You Are Not The Target Audience!

  7. Strategic Goal Goal – Healthier School Environment for Improved eating behaviors and active lifestyles Current Problem-Epidemic of overweight, undernourished, and sedentary youth • Social Marketing --Strategies for Achieving Goal Missing Element • Tools • Supportive Environment • Food Offerings • Behavior Focused Education • Marketing Communication • Branding • Incentives • Community Mobilization • Advocacy

  8. Marketing is a Discipline that engages people to influence their behavior How Can Marketing Help?

  9. 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...

  10. “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.”

  11. Audience-Based Communications Process for creating effective, compelling messages based on marketing principles

  12. Audience-Based Communications6 Strategic Questions • Target? • Action? • Rewards? • Support? • Image? • Openings?

  13. Who is the target and what is their reality? 1. THE TARGET

  14. Social Marketing uses audience research to see through the eyes of the audience

  15. Know your audience as a person • All communication is personal • We speak to individuals not demographics • Need to focus on best segment

  16. What Kids SayTeam Nutrition Audience Research

  17. What is “Eating Healthier”

  18. “It means eat some good things.” (What are good things to eat?)“I don’t even know.” Kindergarten Boy (L)

  19. “Eat foods like vegetables and fruits and stuff” 2nd Grade Girl (AA)

  20. “fruitsandvegetables”

  21. “We have carrots, corn and green beans and sometimes my dad puts little red peppers in there. They’re hot.” 2nd Grade Boy (C)

  22. “Bananas, apples, oranges, and carrots.” Kindergarten Boy (AA)

  23. “Carrots, rice, chicken and celery.” Kindergarten Boy (AA)

  24. “Grains are an unknown – and cereals come in a box”

  25. “(Do you know what grains are?) I don’t know about that one.” 1st Grade Girl (AA)

  26. “I know cereals. Frosted Flakes are my favorite. You know the little boxes with the bird on it.” 1st Grade Girl (C)

  27. “What’s bad for you”

  28. Junk Food • Candy • Sweets • Chips and other salty things • Note fast food & sodas didn’t show up

  29. “See no FAT”

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