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 "bad" cholesterol)\nRaise high-density lipoprotein (HDL) cholesterol (the "good" cholesterol)\n
Step 1: Focus of the Campaign\nWay it ends, be more specefic\n--community of Pontiac\n
Step 2: SWOT\n
Step 3: Age Group 18-45\n
Step 4: Set Marketing Objectives and Goals\n
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
Walking at Wisner
WALKING AT WISNERMaking Your Time, Active!
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.
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%
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.
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).
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.
Current Programs at Baldwin• Wednesday Morning Yoga • 5 attendees• CATCH After School Program• Trips For Kids• Health Screenings • Blood Pressure • Diabetes
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
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
Behavior Objective To increase the number of residents who aspire to engage in physical activity by using Wisner Stadium throughout the year.
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.
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.
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.
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
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
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
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
Survey: Walking Styles Oakland to Oakland Baldwin Center 3 0 0 0 015 Solo With a Partner 0 In a Group All 32
Survey: Walking Preferences Oakland to Oakland Baldwin Center Solo 0 7 0 With a Partner In a Group 0 19 All 0 09 13
Survey: Walking and HealthImportance on Health Walking Limitations 0 0 0 0 0 0 2 8 Not Important Somewhat Important Very Important 0 38
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.
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