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WALKING AT WISNERMaking Your Time, Active!
Sponsors State of Michigan  • Pontiac Schools Baldwin CenterOakland County BHC implementation Grant  provided by the sta...
Population of PontiacPopulation 66,000, 48:51 males/females     34.5% African American     12.8% White     2.8% Hispani...
Purpose  The Purpose of the Wisner Center Social Marketing Campaign of is to increase thenumber of residents who engage in...
Benefits of Walking   Lower LDL cholesterol   Raise HDL cholesterol   Lowers blood pressure   Reduces risk of or manage...
Focus of the Campaign   Purpose Statement: Due to the Health   Benefits of walking, utilization of the track at the Wisner ...
Conduct a Situational Analysis
Current Programs at     Baldwin• Wednesday Morning Yoga  •   5 attendees• CATCH After School  Program• Trips For Kids• Hea...
Similar Health Campaigns                       Let’s Move & Play60                            Children’s Health          ...
Purpose: Age Group 18 - 45   Increased Social Interaction   Primary, Secondary and    Tertiary Prevention   Desire for ...
Set Marketing Objectives and Goals
Behavior Objective   To increase the number of residents     who aspire to engage in physical      activity by using Wisn...
SMART walking to a healthier future.  The SMART way to increase individuals (particularly  Pontiac residents) overall desi...
Aiming for a specific achievement… To make the residents of Pontiac and surroundingcommunities aware of Wisner Stadium; con...
Now that a goal has been established, how             will it’s success be measured?? Incorporate Walking at Wisner infor...
Visit the baldwincenter.org
Factors Influencing Adoption of the BehaviorPerceived barriers to targeted behavior:      Safety, time, health, motivation...
Walking At Wisner Survey1.   Gender:      Female or Male        Age (years) : <18      18-35         35-55      55-70     ...
Survey: Walking for Exercise                   Oakland to Oakland                                   Baldwin Center        ...
Survey: Minutes Walked for Exercise            Oakland to Oakland                                                Baldwin C...
Survey: Walking Styles Oakland to Oakland                  Baldwin Center      3                                          ...
Survey: Walking Preferences    Oakland to Oakland                  Baldwin Center                       Solo              ...
Survey: Walking and HealthImportance on Health               Walking Limitations                                          ...
Positioning Statement   For individuals in the Pontiac community,  walking at Wisner is the facility that delivers numerou...
Establish Budget and Find Funding     $500 per target audience     Potential Funding Sources       St. Joseph’s       ...
Age Group 18 - 45
Catch Ya at Wisner!Health Related Giveaways   Donated by Local     Organizations      Pedometers      Water Bottles    ...
Catch Ya at Wisner! Marketing Guerrilla Marketing Viral Marketing Presence  Marketing Buzz Marketing Marketing  Liter...
Walking at Wisner
Walking at Wisner
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Walking at Wisner

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  • Step 1: Background\nBHC- Building Healthy Communities\n
  • Step 1: Background\nhttp://www.city-data.com/city/Pontiac-Michigan.html\n\nStep 1: Background\nIncidence Rates in Oakland County 2007-2009\nCancer: 6,405\nHeart Attack: 2,507\nHeart Failure: 2,161\nStroke: 2,840\n(Per 100,000)\n\nMortality Rates in Oakland County 2009\nAll Ages45-75yr75+\nCancer:2,2191,1241,023\nHeart Disease:2,5696981,819\nCLR Disease:457148306\nStroke:50885416\nDiabetes:259117136\n
  • Step 1: Purpose\n
  • Step 1:\nRachel\nLower low-density lipoprotein (LDL) cholesterol (the &quot;bad&quot; cholesterol)\nRaise high-density lipoprotein (HDL) cholesterol (the &quot;good&quot; cholesterol)\n
  • Step 1: Focus of the Campaign\nWay it ends, be more specefic\n--community of Pontiac\n
  • Step 2: SWOT\n
  • STEP 2\n
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  • Step 3: Age Group 18-45\n
  • Step 4: Set Marketing Objectives and Goals\n
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  • Step 5\n
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  • Step 6\nTarget audience: Pontiac Community\nBrand Name: Walking at Wisner\nFrame of Reference: Facility\nBenefit/Point of Difference: Health Benefits of Walking\nReason to Believe: Free, Safe, Easily accessible\n
  • Step 9: \n
  • Step 10: age 18-45\n
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  • Transcript of "Walking at Wisner"

    1. 1. WALKING AT WISNERMaking Your Time, Active!
    2. 2. Sponsors State of Michigan • Pontiac Schools Baldwin CenterOakland County BHC implementation Grant provided by the state of Michigan to the Baldwin Center to increase physical activity through increased utilization of the walking track at Wisner Stadium.
    3. 3. Population of PontiacPopulation 66,000, 48:51 males/females  34.5% African American  12.8% White  2.8% Hispanic  (Out of 47.9% who responded)Median Household income (2009) $32,199Families below poverty: 24.3%Diabetes: Michigan 9.7% Pontiac 8.8%Obesity: Michigan 29.7%Pontiac 25.6%
    4. 4. Purpose The Purpose of the Wisner Center Social Marketing Campaign of is to increase thenumber of residents who engage in physical activity by using the Wisner Track throughout the year.
    5. 5. Benefits of Walking Lower LDL cholesterol Raise HDL cholesterol Lowers blood pressure Reduces risk of or manages type 2 diabetes Manages weight Improves mood Helps you stay strong and fitResearch shows that regular, brisk walking can reduce the riskof heart attack by the same amount as morevigorous exercise (Mayo Clinic).
    6. 6. Focus of the Campaign Purpose Statement: Due to the Health Benefits of walking, utilization of the track at the Wisner Stadium will increase the overall health of the individuals with in the Pontiac Community who use thetrack for physical activity such as walking.
    7. 7. Conduct a Situational Analysis
    8. 8. Current Programs at Baldwin• Wednesday Morning Yoga • 5 attendees• CATCH After School Program• Trips For Kids• Health Screenings • Blood Pressure • Diabetes
    9. 9. Similar Health Campaigns Let’s Move & Play60  Children’s Health Campaign to End Obesity  Active Healthy Lifestyles REACH US  Racial and Ethnic Approaches to Community Health OU Walks!  Promotes Walking For Health
    10. 10. Purpose: Age Group 18 - 45 Increased Social Interaction Primary, Secondary and Tertiary Prevention Desire for Healthier Lifestyle Physical Activity Levels Decrease Healthy People 2020  More then 80% of adults are not meeting the exercise guidelines
    11. 11. Set Marketing Objectives and Goals
    12. 12. Behavior Objective To increase the number of residents who aspire to engage in physical activity by using Wisner Stadium throughout the year.
    13. 13. SMART walking to a healthier future. The SMART way to increase individuals (particularly Pontiac residents) overall desire to want to walk for exercise. This goal is specific, measurable, achievable, relevantand time-bound. Accordingly, it will aide in Pontiac andsurrounding communities developing the desire to want to walk at Wisner.
    14. 14. Aiming for a specific achievement… To make the residents of Pontiac and surroundingcommunities aware of Wisner Stadium; consequently, increasing the amount of residents that meet the minimum recommended amount of physical activity through the increased use of Wisner Stadium.
    15. 15. Now that a goal has been established, how will it’s success be measured?? Incorporate Walking at Wisner information within the Baldwin Center’s monthly newsletter. For the launch of the Walking at Wisner campaign, post information on the home page of baldwincenter.org website for the remaining residents of Pontiac and other communities. Encourage word of mouth promotion of Walking at Wisner.
    16. 16. Visit the baldwincenter.org
    17. 17. Factors Influencing Adoption of the BehaviorPerceived barriers to targeted behavior:  Safety, time, health, motivation, energy, familyPotential benefits for targeted behavior  Physical health, mental health, relationshipsCompeting behaviors/forces  Environmental factors, limited to walkingInfluence of Important Others  Friends, co-workers, employers and family
    18. 18. Walking At Wisner Survey1. Gender: Female or Male Age (years) : <18 18-35 35-55 55-70 >702. Do you currently belong to a gym/fitness center? Yes No3. If yes, than how many times do you attend per week? Never <1 1-2 3-4 >44. How often do you walk for exercise per week? Never <1 1-2 3-4 >45. When you walk for exercise, how many minutes do you walk? n/a <30 30-60 >606. Typically, do you walk: solo with a partner in a group 1. (What is your preference? solo with a partner in a group)7. What currently limits you from walking? (Check all that apply) ___Family/children ___Work ___Unsafe neighborhood ___Lack of motivation ___Injury/health problems8. If applicable, how does this limit you from walking?_______________/Other
    19. 19. Survey: Walking for Exercise Oakland to Oakland Baldwin Center >4 5 3<>4 19Days Per Week 1<>2 17 <1 3 Never 6 0 5 10 15 20 # of Times
    20. 20. Survey: Minutes Walked for Exercise Oakland to Oakland Baldwin Center 0 >60 7 0 30-60 16 MinutesMinutes <30 17 0 N/A 8 0 0 5 10 15 20 0 1 2 3 4 # of People # of People
    21. 21. Survey: Walking Styles Oakland to Oakland Baldwin Center 3 0 0 0 015 Solo With a Partner 0 In a Group All 32
    22. 22. Survey: Walking Preferences Oakland to Oakland Baldwin Center Solo 0 7 0 With a Partner In a Group 0 19 All 0 09 13
    23. 23. Survey: Walking and HealthImportance on Health Walking Limitations 0 0 0 0 0 0 2 8 Not Important Somewhat Important Very Important 0 38
    24. 24. Positioning Statement For individuals in the Pontiac community, walking at Wisner is the facility that delivers numerous health and social benefits becauseonly walking at Wisner is easily accessible, safe,available to everyone all days of the week, at no cost.
    25. 25. Establish Budget and Find Funding  $500 per target audience  Potential Funding Sources  St. Joseph’s  HOP Health Oakland Partnership  POH Pontiac Osteopathic Hospital  REI – Outdoor Gear
    26. 26. Age Group 18 - 45
    27. 27. Catch Ya at Wisner!Health Related Giveaways  Donated by Local Organizations  Pedometers  Water Bottles  T-Shirts  Walking Shoes
    28. 28. Catch Ya at Wisner! Marketing Guerrilla Marketing Viral Marketing Presence Marketing Buzz Marketing Marketing Literature
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