Bureau of Nutrition and Physical Activity Leadership for a Healthy Arizona 2011 WHOLE GRAINS Social Marketing Micro-Campaign Arizona Nutrition Network.

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Presentation transcript:

Bureau of Nutrition and Physical Activity Leadership for a Healthy Arizona 2011 WHOLE GRAINS Social Marketing Micro-Campaign Arizona Nutrition Network NEW!

Bureau of Nutrition and Physical Activity Leadership for a Healthy Arizona Campaign Approach BEGINS WITH RESEARCH NEW!

Bureau of Nutrition and Physical Activity Leadership for a Healthy Arizona –Concept Testing: August 2010 –We Discovered Barriers: taste, no knowledge about how to prepare, not liking to try new things and cost. NEW! What Determined the Whole Grains Messaging?

Bureau of Nutrition and Physical Activity Leadership for a Healthy Arizona Message Effectiveness How we stay on target? – What resonates with our target audience? Tools: Pre & Post Tests Target audience of 800 Champion Moms Statewide: Tucson, Flagstaff, Winslow, Phoenix, Prescott, Yuma

Bureau of Nutrition and Physical Activity Leadership for a Healthy Arizona Whole Grains Concept Testing What We Found Out… Moms know little about whole grains and why they are good for you… Confusion! – Whole grains, whole wheat, multigrain, or stone ground??? Few Moms read labels… Do not like the taste Seems to cost more $$$

Bureau of Nutrition and Physical Activity Leadership for a Healthy Arizona New Creative Direction What to expect in 2011 Campaigns! Celebrating the Champion Mom

Bureau of Nutrition and Physical Activity Leadership for a Healthy Arizona Campaign Messaging Whole Grains Primary Message Make half your grains whole.

Bureau of Nutrition and Physical Activity Leadership for a Healthy Arizona Campaign Messaging Whole Grains Secondary Messaging: Try new whole grains Look for the word “whole” Take small steps by eating whole grains everyday Eating Whole Grains: –is an important part of a healthy diet –is a healthy choice for everyone in your family

Bureau of Nutrition and Physical Activity Leadership for a Healthy Arizona What’s New in 2011? New Campaigns: Whole Grains and Lean Proteins New Creative Direction: Victorious Sports New Champion Moms New Faces: Rosie & Grace (English) New Faces: Eva & Theresa (Spanish)

Bureau of Nutrition and Physical Activity Leadership for a Healthy Arizona Whole Grains Campaign :30 Spots for TV Advertising (only) Collateral Materials Web Site: Updates & Online Ads Direct Mail Door Hangers Community Outreach

Bureau of Nutrition and Physical Activity Leadership for a Healthy Arizona Whole Grain Marketing Collateral Fun Food News Posters Recipe Cards Campaign Tool Kit/Event in a Box Educational Reinforcement Item (ERI)

Bureau of Nutrition and Physical Activity Leadership for a Healthy Arizona Campaign Materials- Adult Fun Food News

Bureau of Nutrition and Physical Activity Leadership for a Healthy Arizona Campaign Materials- Senior Fun Food News

Bureau of Nutrition and Physical Activity Leadership for a Healthy Arizona Campaign Materials- Kids Fun Food News

Bureau of Nutrition and Physical Activity Leadership for a Healthy Arizona Campaign Materials- Kids Poster

Bureau of Nutrition and Physical Activity Leadership for a Healthy Arizona Campaign Materials- Adult Poster

Bureau of Nutrition and Physical Activity Leadership for a Healthy Arizona Campaign Materials- Recipe Card/Certificate

Bureau of Nutrition and Physical Activity Leadership for a Healthy Arizona NEW! Website Updates Look for new look and feel on websites! EatWellBeWell.org ComeSanoViveMejor.org

Bureau of Nutrition and Physical Activity Leadership for a Healthy Arizona 2011 Whole Grains Behind the Scenes Video NEW!

Bureau of Nutrition and Physical Activity Leadership for a Healthy Arizona 2011 Whole Grains :30 TV Spots English & Spanish

Bureau of Nutrition and Physical Activity Leadership for a Healthy Arizona Website Analytics Sue Briody

Bureau of Nutrition and Physical Activity Leadership for a Healthy Arizona Website Analytics What data do we collect? Monthly report Monthly visits Monthly page views Average page views per visit Average time on website Date of most visits/least visits Top page visits

Bureau of Nutrition and Physical Activity Leadership for a Healthy Arizona Website Analytics Most Popular Pages? Kids/Games Parents/Recipes Partners/Resources Time Spent on the site? Average 2:47 minutes – 5:00 minutes so far this year

Bureau of Nutrition and Physical Activity Leadership for a Healthy Arizona Website Analytics Monthly Visits and Page View Tracking

Bureau of Nutrition and Physical Activity Leadership for a Healthy Arizona Questions? Comments? Confused? Ask Bobby B. Go to website: EatWellBeWell.Org ComeSanoViveMejor.Org

Bureau of Nutrition and Physical Activity Leadership for a Healthy Arizona Stay Tuned For More New Stuff!