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

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

3. 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?

4. 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

5. 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 $$$

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

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

8. 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

9. 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)

10. 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

11. 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)

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

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

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

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

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

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

18. 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

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

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

21. Bureau of Nutrition and Physical Activity Leadership for a Healthy Arizona Website Analytics www.eatwellbewell.org Sue Briody

22. 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

23. 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

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

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

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