Bureau of Nutrition and Physical Activity Leadership for a healthy Arizona Bureau of Nutrition and Physical Activity Leadership for a healthy Arizona April.

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Presentation transcript:

Bureau of Nutrition and Physical Activity Leadership for a healthy Arizona Bureau of Nutrition and Physical Activity Leadership for a healthy Arizona April 29, 2010 Presented by: Veronica Vaughn ~ Social Marketing Manager, AzNN 2010 GO LOW Social Marketing Micro-Campaign DRINK 1% MILK.

Bureau of Nutrition and Physical Activity Leadership for a healthy Arizona Oct. – Dec Coming Soon! May – Sept Campaign Flight Go Low – Drink 1% Milk Fruit & Veggies More Matters Make Your Move

Bureau of Nutrition and Physical Activity Leadership for a healthy Arizona 2010 GO LOW CAMPAIGN Message: Drink 1% Milk. May – Sept. 2010

Bureau of Nutrition and Physical Activity Leadership for a healthy Arizona WHERE WE GET OUR MESSAGE? MARKET RESEARCH –2009 Milk Study –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 Go Low a Glance :30 TV Spots :60 Radio Spots Web Site Updates Go Low Champion Moms Marketing Materials Grocery Store Ads Community Outreach

Bureau of Nutrition and Physical Activity Leadership for a healthy Arizona NEW FEATURES Clear & Direct Message – “Drink 1% Milk” Grocery Store Advertising Adult/Senior Activity Sheets New and interactive marketing materials Community Outreach

Bureau of Nutrition and Physical Activity Leadership for a healthy Arizona New Grocery Ads Grocery Store Door Clings: Shelf Talkers:

Bureau of Nutrition and Physical Activity Leadership for a healthy Arizona -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: Stadium Cup 2010 Go Low Campaign Materials

Bureau of Nutrition and Physical Activity Leadership for a healthy Arizona Education Reinforcement Item Stadium Cup Messaging:

Bureau of Nutrition and Physical Activity Leadership for a healthy Arizona Web Site Updates EatWellBeWell.org ComeSanoViveMejor.org

Bureau of Nutrition and Physical Activity Leadership for a healthy Arizona PARTNER OPPORTUNITIES! Community Outreach: Health Fairs & Festivals Community, School & Media Discussion Board: Great communication tool Share ideas

Bureau of Nutrition and Physical Activity Leadership for a healthy Arizona CAMPAIGN SUMMARY Message: Drink 1% Milk Milk Study Data: “A realistic and progressive step from 2% milk” ~ Champion Moms May – Sept. 2010

Bureau of Nutrition and Physical Activity Leadership for a healthy Arizona 2010 Go Low – Media :30 Television

Bureau of Nutrition and Physical Activity Leadership for a healthy Arizona 2010 Go Low – Media :60 Radio

Bureau of Nutrition and Physical Activity Leadership for a healthy Arizona Upcoming Social Marketing Initiatives Media Usage Study in progress 2010 FVMM Concepting in progress 2011 New Flight of Campaigns

Bureau of Nutrition and Physical Activity Leadership for a healthy Arizona Go Low – Drink 1% Milk.