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 1.It’s not about us 2.Marketing is critical for success 3.6 Strategic Questions to promote your interventions

Research Feelings Attitudes Beliefs Experiences Values Wants Needs Behavior Understand Audience’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!

Tools 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 Goal BrandingBranding IncentivesIncentives Community MobilizationCommunity Mobilization AdvocacyAdvocacy Social Marketing -- Strategies for Achieving Goal Social Marketing -- Strategies for Achieving Goal Missing Element

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 Say Team 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” 2 nd Grade Girl (AA)

“fruitsandvegetables”

“We have carrots, corn and green beans and sometimes my dad puts little red peppers in there. They’re hot.” 2 nd 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.” 1 st Grade Girl (AA)

“I know cereals. Frosted Flakes are my favorite. You know the little boxes with the bird on it.” 1 st 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”