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

Published byLaura Potter Modified over 9 years ago

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Presentation on theme: "Bureau of Nutrition and Physical Activity Leadership for a Healthy Arizona Arizona Nutrition Network 2010 Fruit & Veggies More Matters Social Marketing."— Presentation transcript:

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

2 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

3 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

4 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

5 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

6 Bureau of Nutrition and Physical Activity Leadership for a Healthy Arizona FVMM Campaign @ 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

7 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

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

9 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

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

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

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

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

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

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

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

17 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

18 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

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

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

21 Bureau of Nutrition and Physical Activity Leadership for a Healthy Arizona

22 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) 364-3294 vaughnv@azdhs.govvaughnv@azdhs.gov or Sue Briody AzNN Social Marketing (602) 364-3323 briodys@azdhs.govbriodys@azdhs.gov

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