Bureau of Nutrition and Physical Activity Leadership for a Healthy Arizona Arizona Nutrition Network 2010 Fruit & Veggies More Matters Social Marketing.

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Presentation transcript:

Bureau of Nutrition and Physical Activity Leadership for a Healthy Arizona Arizona Nutrition Network 2010 Fruit & Veggies More Matters Social Marketing Micro-Campaign

Bureau of Nutrition and Physical Activity Leadership for a Healthy Arizona CAMPAIGN MESSAGING Primary Message: Eat more and include a variety of fruits and veggies

Bureau of Nutrition and Physical Activity Leadership for a Healthy Arizona CAMPAIGN MESSAGING Secondary Messaging: Be a Champion for Change Little steps can make a big difference Try to include fruits and vegetables in every meal Visit Farmers’ markets or buy local, in- season produce

Bureau of Nutrition and Physical Activity Leadership for a Healthy Arizona WHERE WE GET OUR MESSAGE? MARKET RESEARCH Tools: Pre & Post Tests Target Audience: 800 Champion Moms Statewide: Tucson, Flagstaff, Winslow, Phoenix, Prescott, Yuma

Bureau of Nutrition and Physical Activity Leadership for a Healthy Arizona New Research Media Usage Study complete! 2011 Campaign Flight Concept Testing: Whole Grains Get Lean on Protein

Bureau of Nutrition and Physical Activity Leadership for a Healthy Arizona FVMM a Glance :30 TV Spots and :60 Radio Spots Web Site Updates New FVMM Champion Moms Collateral Materials Grocery Store Ads – Floor Clings Community Outreach

Bureau of Nutrition and Physical Activity Leadership for a Healthy Arizona FVMM CAMPAIGN NEW! NEW! NEW! New BOLD color palette on all marketing materials New “window” concept Introducing the Champion Mom Tip # series New Community Outreach Tool Kit

Bureau of Nutrition and Physical Activity Leadership for a Healthy Arizona Grocery Store Advertising

Bureau of Nutrition and Physical Activity Leadership for a Healthy Arizona 2010 FVMM Campaign Materials Fun Food News: Adults, Kids & Seniors Poster: Adults & Kids Recipe Cards Event in a Box: Preschool, Elementary School, Adult Editions - Certificates, Event Posters, Activity Sheets ERI: Steamer

Bureau of Nutrition and Physical Activity Leadership for a Healthy Arizona Educational Reinforcement Item

Bureau of Nutrition and Physical Activity Leadership for a Healthy Arizona Website Updates EatWellBeWell.org ComeSanoViveMejor.org

Bureau of Nutrition and Physical Activity Leadership for a Healthy Arizona PARTNER OPPORTUNITIES! HELP US RECRUIT A CHAMPION FROM YOUR COMMUNITY !

Bureau of Nutrition and Physical Activity Leadership for a Healthy Arizona CAMPAIGN SUMMARY 2010 FVMM Message: Eat More! Sept. – Oct. 2010

Bureau of Nutrition and Physical Activity Leadership for a Healthy Arizona 2010 FVMM – Media :30 TV Spot

Bureau of Nutrition and Physical Activity Leadership for a Healthy Arizona 2010 FVMM – Media :60 Radio

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? 2009 average 2:00 minutes – 6:00 minutes 2010 average 2:47 minutes – 6:00 minutes

Bureau of Nutrition and Physical Activity Leadership for a Healthy Arizona Website Analytics 2009 Monthly Visits and Page View Tracking

Bureau of Nutrition and Physical Activity Leadership for a Healthy Arizona Website Analytics 2010 Monthly Visits and Page View Tracking

Bureau of Nutrition and Physical Activity Leadership for a Healthy Arizona

Bureau of Nutrition and Physical Activity Leadership for a Healthy Arizona Questions? Comments? Confused? Ask Bobby B. or Veronica Vaughn AzNN Social Marketing Mgr. (602) or Sue Briody AzNN Social Marketing (602)