1. Module 2: Advocacy Part 1: Marketing 101

2. Overview In Part 1 of this module you will become familiar with basic marketing strategies. This is how you will promote each Comprehensive School Physical Activity Program (CSPAP)component. After reviewing the content, you will need to complete the self check, by responding to three questions about the information presented.

3. Definitions Marketing: process of creating, communicating and delivering the value of a product, service, or idea to consumers (Mullin et al., 2007) Social Marketing: Specific system of marketing designed to influence health behaviors for the good of society – Public Health issues are societal issues – Physical activity, and thus CSPAP, is a public health concern

4. Why Marketing? Companies, sport organizations, and associations want to create and fortify relationships with consumers to create and maximize value. – Marketing of the CSPAP – Marketing through CSPAP Focus on both the short and long term

5. Importance of Marketing: Example At Ohio State…

6. Why Marketing? You could have the best product in the world, but if does not meet the consumers needs (student’s needs in our case), then you will not be successful in your implementation of the CSPAP To maximize the impact of the CSPAP, the DPA must market their program

7. Importance of Marketing: Example At the University of Oklahoma … In it comes… RevenueAmountShare Ticket sales$23,262,31849.2% Donor contributions$7,887,88516.7% Advertising, royalties, sponsorships$5,312,29911.2% Conference distribution$4,811,92310.2% Bowl participation$3,945,1738.3% Concessions, merchandise$1,035,9972.2% Other sources$1,017,4022.2% Total$47,272,997100% From ESPN.com, “Money! Money! Money!, Dec. 7, 2004

8. Importance of Sports Marketing At the University of Oklahoma … Out it goes… ExpensesAmountShare Administrative$11,185,72537.6% Salaries$5,111,24417.1% Debt service$4,239,21814.2% Operations$3,160,36910.6% Home event$2,359,2277.9% Bowl participation$2,196,9497.4% Scholarships$1,535,6985.2% Total$29,788,430100%

9. Marketing Some may think that “marketing is marketing”, when in reality we must consider the unique elements of CSPAP and consider how each component is produced and consumed Without consumers there is no CSPAP Each CSPAP component has unique consumers (i.e., students, parents, teachers)

10. Product: What is being marketed? PA? An event? Price: What will it cost the audience? Money? Time? Place: Where will the PA take place? Promotion: How will the events be marketed? Public relations: Who is the target audience? Components of Social Marketing: The P’s

11. Partnerships: Who are stakeholders that would support the efforts? – Identify with whom you need to foster a relationship Policy: Are there policies that support the events? Programs? – Identify existing policies – How are the policies being cared out (i.e., are all teacher adhering to the recess policy)? Purse Strings: What is the cost of a new program or change in delivery of a program? Other P’s to Consider

12. Branding – Creating an image – Logos – Newsletters – Catchy name for the program People need to buy into why you do things – Emphasize why physical activity is important for children – Sell what PA can do for families, schools, communities More Marketing

13. In Summary Without marketing you will not have any program participants or consumers Each CSPAP component has slightly different marketing strategies (i.e., children versus parents) Consider the P’s Support the brand with quality instruction and supervision that meets the needs of the target audience