FIT Plansbook

Be Have Be
FIT FUNYOU
Team 3
Breanna Cope Amanda Marandola

The FIT Program 1

Title Page 1

Table of Contents 2-3

Goals 4-5

Situation Analysis 6-7

Objectives & Strategies 8-15
Target Audiences 8-11
Marketing Objectives 12
Communication Objectives 13
Overall Strategy 14-15

2 The FIT Program
Table of Contents

Creative 16-31
Creative Concept & Strategy 16-17
Events & Promotions 18-19
Creative Work 20-31

Message Distribution 32-35

Budget 36-37

Campaign Evaluation 38-39

Table of Contents
The FIT Program 3

What we will do for you
Goal
The ultimate goal for this campaign is to create awareness, educate,
motivate and form a lasting impression.

How do we plan on achieving this educated on the FIT program through
goal? the messages in our advertisements,
in addition to activities and various
implement a campaign that will be community events that will take place.
recognizable to each of our target au-‐‑ Education will occur in what we call a
diences, thus creating awareness. -‐‑
dience is educated they, in turn, will
Awareness
spread that knowledge to another tar-‐‑
We will achieve awareness by tar-‐‑
get audience, and so on. For example,
geting a series of ads toward each
the teachers educate their students
-‐‑
on the FIT program, they in turn go
get each audience individually on a
home and educate their parents about
level that they can relate to, therefore
it and since the parents make up the
reaching all members of our target
community as a whole, in essence, the
audience.
entire community is educated due to
Education
Once each target audience is aware
of this campaign they will begin to be

4 The FIT Program
Goals

Motivate Lasting Impression
This is where knowledge begins Finally, we must form a lasting im-‐‑
to correlate with motivation. As the pression upon all audiences to ensure
students learn about FIT through our success. Through our campaign we
events, advertisements, etc. they will will stress that FIT is not just a pro-‐‑
begin to become motivated. By stress-‐‑ gram, it’s a lifestyle consisting of hav-‐‑
ing the fact that the FIT program is ing fun and being healthy. We will
not only educational, but fun at the stress that families will be able to reap
same time, students will be more mo-‐‑
tivated to participate in the program. and out of the classroom.
Once the students are motivated, they
will go home and tell their parents
who in turn are motivated by what
their students are interested in, and
so on. This is yet another example of

Goals
The FIT Program 5

Potential Concerns
Despite the fact that the FIT program Due to the socioeconomic condi-‐‑
is meant to be associated with posi-‐‑ tions of the area, many parents will
tive lifestyle and nutritional choices,
there are various potential concerns on healthy food. Processed and pack-‐‑
that one must be prepared to address.
Obesity
Childhood obesity is often a sen-‐‑ often the cheapest food choices at gro-‐‑
sitive subject between parents and cery stores. In addition, fast food res-‐‑
children, especially at this young of taurants are cheap and easy for par-‐‑
an age. Most parents do not want to ents who struggle with money and
recognize the fact that their child is have to feed a family.
overweight or unhealthy. At the same Cross-Cultural Barriers
time, many parents may be obese A majority of the students in the
themselves and may not want to ad-‐‑ four schools participating in the FIT
mit the fact that they or their child is program are primarily Hispanic or
obese. In addition, some parents are African American. Due to this diver-‐‑
ashamed of the fact that their children sity factor, the fact must be taken into
are obese, however do not want them consideration that various ethnicities
to develop self esteem issues by tell-‐‑
ing them the truth.

6 The FIT Program
Situation Analysis

For example, studies have shown
that Hispanic children are more likely later in life. We need to focus on send-‐‑
to consume more legumes and vegeta-‐‑ ing positive self esteem messages to
bles than African American and Cau-‐‑ children so that they will not have to
casian students. In addition, diseases worry about developing an eating dis-‐‑
such as diabetes are more common in order later on in their life.
Hispanic children and hypertension Healthy Lifestyle vs. Diet
is more common in African American We want to send a positive message
children. about the FIT program in order to en-‐‑
Eating Disorders courage students to eat healthy and
According to the National Health be active. We must be cautious about
Institute, one out of every three ado-‐‑
these children’s self esteem and make
lescents will develop an eating disor-‐‑sure they view FIT in a positive light.
der. Despite the fact that the students We do not want a child excessively di-‐‑
participating in the FIT program are eting or exercising because they take
in a very young age group, the fac-‐‑
the goals and messages of FIT in the
tor of eating disorders must be taken wrong direction. We want students to
into consideration. Due to the nature feel positive about the program and
of their age, these childrens’ minds are themselves and have high amounts
very impressionable. With that being
said, their environment and surround-‐‑ they are participating in.

Situation Analysis
The FIT Program 7

Target Audience- Students
Who are they? Why are they important?
The students are all of the chil-‐‑ The students are at the core of the
dren at four elementary schools in FIT program. They are our youngest
the Grand Rapids Public School Dis-‐‑ audience and therefore the most im-‐‑
trict; Buchanan, Campus, Chavez and pressionable. We also have the oppor-‐‑
Dickinson Elementary Schools. Those tunity to make the longest impres-‐‑
sion on them. By implementing the
targeted much closer through their FIT lifestyle of healthy eating and ac-‐‑
teachers and parents, but we want to tivity at a young age, we can change
educate all students to start the FIT their entire life.
lifestyle at an early age.

8 The FIT Program
Objectives & Strategies

Target Audience- Teachers
The teachers that are targeted will The teachers are a very important
be all of those at the four elemen-‐‑ audience to target as they spend a
tary schools involved with the FIT large amount of time with the stu-‐‑
program. Those teachers in the third dents. They spend over thirty hours
each week with them and can be a
given more materials than the other role model to them.
We also realize the importance of
with activities for the students and en-‐‑
couraged to participate with FIT. Par-‐‑ students will see that FIT is for every-‐‑
ticipation is important not only for one.
implementing the FIT lifestyle in their
life but encouraging the students to
do so as well.

The FIT Program 9

Target Audience- Parents

The parents of all students in the The parents are role models to their
four elementary schools will be tar-‐‑ students. They are responsible for
geted by the FIT program. These are implementing FIT at home and being
the parents of students in the third a source of encouragement for their
children. All of the parents are impor-‐‑
also many other parents. tant, because we want all of the stu-‐‑
dents to be aware of FIT at the young-‐‑
est age possible.

10 The FIT Program

Target Audience- Community

The members of the Grand Rapids They are important to FIT as they
-‐‑
ers, students of all ages, parents and events. They will help the students
see that everyone can be FIT and
everyone can have fun with FIT.

The FIT Program 11

Marketing Objectives
Achieve attendance of 40% of Achieve 30% participation by
community members at new FIT parents in the events open to par-
ents within the next year.
This is a key to educating all of
Gaining the participation of par-‐‑
the members of the community. It
ents at FIT events is important as
is also meant to be a way to make
they are the individuals responsi-‐‑
them see that FIT is fun and that
ble for implementing FIT at home.
through these events they can learn
Without their participation their
about the FIT lifestyle. knowledge of FIT will not be great
Achieve attendance at FIT enough to aid in the education of
events by 75% of students during the children.
the next year. Achieve 75% participation by
This is essential to reinforcing the teachers through implementa-
students’ knowledge of FIT and tion of the FIT program into daily
also helping them to see that FIT is instruction.
fun. The best way to get these chil-‐‑ Involving the teachers means in-‐‑
dren excited about following the volving the students. Not only will
FIT program is through fun events. they be educating the students but
they will be reinforcing their own
knowledge as well.

12 The FIT Program

Communication Objectives
Achieve 80% knowledge that the FIT program is about healthy
the FIT program is a healthy eating eating and activity by parents
and activity program by students within the next year.
at the four elementary schools. The parents are just as important
We want the students to under-‐‑ as the teachers and their knowledge
stand that FIT is not about diet and of FIT is essential to implementing
exercise. It is important that their the FIT program and lifestyle at
knowledge of FIT is the under-‐‑ home.
standing that FIT is about a healthy
lifestyle.
Achieve 75% knowledge that the
FIT program is about healthy eat-
ing and activity by teachers with-
in the next year
The greater amount of teachers
who have knowledge of FIT will
therefore create a greater number
of students who are being educated
correctly on the FIT lifestyle.
Achieve 50% knowledge that

The FIT Program 13

Overall Strategy
The promotional strategy will The education of the teachers is
follow a 3 step plan: -‐‑
sible for disseminating the material
1. We will begin with the educa-‐‑ to the students. Their understand-‐‑
tion of teachers of the FIT program ing of FIT as a wellness plan for
-‐‑ their life is crucial to be sure that all
dents and the community. other audience’s are being educat-‐‑
ed correctly. The teachers spend a
2. Next, we will build activities large amount of time with the chil-‐‑
that will gain student participation -‐‑
in FIT and ultimately educate them vidual in their life.
to achieve knowledge of FIT. The students will be involved in
lessons that will seek to educate
3. Lastly, additional events will them on the FIT program while
be planned and FIT materials will completing mandatory material by
be distributed throughout the com-‐‑ the state. With the involvement of
munity to achieve awareness and FIT in school lessons they will be
knowledge by all members. exposed to the program and help to
achieve knowledge of FIT amongst
the students.

14 The FIT Program

The activities will involve work around schools and the community.
outside of school that will be op-‐‑ Newspaper and radio ads will be
tional, but will provide a positive used to increase the awareness to
outcome for the students and their everyone in the surrounding area
families. Rewards and incentives of FIT events.
will help to increase the students’ A website will be utilized to gain
willingness to participate and in-‐‑
crease their knowledge of FIT. students, parents and community
Events will be open to all mem-‐‑ members. The website will serve as
bers of the community and increase a supplement to any information
their recognition and knowledge of and as a quick reference guide.
FIT. The overall strategy will also work
to promote the creative strategy as
of the community we will use non-‐‑
traditional media that will also ed-‐‑ students’ daily lives. The activities
ucate them of the FIT program, of and knowledge will then be taken
healthy eating and activity. home and passed onto family mem-‐‑
We will create posters that will bers, thus working to involve the
follow the creative portion of the whole community.
campaign. They will be distributed

The FIT Program 15

Creative Concept & Strategy

FIT for Everyone
FIT for You FIT for your School
FIT for your Family FIT for your Community

16 The FIT Program
Creative

Concept being encompassed as a whole.
Our creative concept for this pro-‐‑
gram revolves around what we call Strategy
-‐‑ Our strategy consists of reaching
paign will consist of a series of ad-‐‑ our goal of awareness, education,
vertisements targeted toward each motivation and forming a lasting
individual audience. Each group of impression by targeting each series
-‐‑ of ads toward each of our key audi-‐‑
dividual audience so that they can ences. We will promote and depict
understand how the ads relate spe-‐‑ a healthy lifestyle through activity
and nutrition and do so with im-‐‑
program in relation to them. De-‐‑ ages, text and colors that are relat-‐‑
spite the fact that we are targeting able to each audience. We also want
each individual audience, we are, to stress the importance of the fact
in essence, targeting each audience that FIT is fun. We will depict this
as a whole. All of the target audi-‐‑ in our advertising and make fami-‐‑
ences are under the same umbrella lies realize that FIT is a fun way to
and are all encompassed by the um-‐‑ educate yourself and get in shape.
brella of making up the community Students will be more enthusias-‐‑
as a whole. Each individual audi-‐‑ tic about a program that is fun and
ence will be able to relate to ads that will in turn motivate their parents

Creative
The FIT Program 17

Events & Promotions
Recess Items Grocery Nights
Various FIT sponsored promo-‐‑ Together with Meijer students
tional items will be distributed to and their families have access to
each of the four schools for recess.
Items such as sports balls, play-‐‑ where they will be able to purchase
ground balls, chalk, jump ropes grocery items for less. Families will
and Frisbees will be given out to have access to recipe cards with all
students during recess to engage in kinds of healthy recipes on them.
They will be able to go to Meijer’s

recipe cards for a discounted price.
Families will also be given coupons
toward items on these recipe cards
that they can use throughout the
year.

18 The FIT Program
Creative

FIT Dinners Prizes will be given out and every
Every month, FIT will host a din-‐‑ participating member will receive a
ner at one of the four participating Walk for FIT t-‐‑shirt.
schools. These dinners will give Show us how you’re FIT
families, teachers and communi-‐‑ Classrooms will be provided 2
ty members a chance to socialize, digital cameras that students can
share recipes and engage in the FIT check out and use to take pictures of
program. These dinners are meant themselves, their school, their fam-‐‑
to create and enforce community ily and their community being FIT.
unity and give students and their Pictures will be printed and posted
families a chance to socialize with on boards in school, showing how
others outside of the classroom. they’ve had fun with FIT.
Walk for FIT
Twice at year, at the end of each
school semester, FIT will host a
Walk for FIT. The purpose of this
event is to engage the community
to participate in a fun FIT event in
addition to socializing and bonding
with other community members.

Creative
The FIT Program 19

Print- Posters
Be Active. Eat Healthy. Be FIT. Be Active. Eat Healthy. Be FIT.

FIT
Family for your

Sea Activo. Coma Sano. Sea FIT.
for your
Community
FIT
Familia para su
MICHIGAN STATE MICHIGAN STATE
FIT para su
Comunidad
U N I V E R S I T Y U N I V E R S I T Y
College of Human Medicine College of Human Medicine

20 The FIT Program
Creative Work

Be Active. Eat Healthy. Be FIT. Sea Activo. Coma Sano. Sea FIT.

MICHIGAN STATE
U N I V E R S I T Y
College of Human Medicine

FIT FIT
You Usted
for

Each of these posters are meant
to reach each individual target au-‐‑
para

healthy eating and activity, and also
to stress that they can have fun with
dience. They are created to inform FIT. They will be distributed around
them about the FIT program, of schools and in the community.

Creative Work
The FIT Program 21

Print- School Banners

FIT
Proud to be a school
Buchanan Elementary Campus Elementary Chavez Elementary Dickinson Elementary

FIT
MICHIGAN STATE
U N I V E R S I T Y

Campus Elementary Chavez Elementary Dickinson Elementary

MICHIGAN STATE
U N I V E R S I T Y

22 The FIT Program
Creative Work

FIT

MICHIGAN STATE

FIT
U N I V E R S I T Y


MICHIGAN STATE
U N I V E R S I T Y

The school banners are consistent
with the colors of all print materi-‐‑ is to show each school is an active
member of the FIT program and
depicting that all four schools are proud to be involved.

Creative Work
The FIT Program 23

Website

FIT
Login
Username
Password Search

Home About FIT FIT in the News FIT in your Community Sponsors

FIT for You FIT for Your Family FIT for Your School

Events Recipe of the Month Buchanan Elementary

FIT Point Tracker Recipe Archives Campus Elementary

FIT Games and FIT Monthly Chavez Elementary
Activites Newsletter
Dickinson Elementary

24 The FIT Program
Creative Work

Web Banner

Dive into FIT
The website and web banner will schools, so that anyone without a
serve as a supplement reference computer or internet access will not
for students, parents, teachers and be restricted from viewing this con-‐‑
the community. The website has tent.
sections that will appeal to all au-‐‑ The web banner will be placed
diences, targeting them each indi-‐‑ on the GRPS and other various
vidually. Computers will be made websites to increase visibility and
available at local libraries and in awareness of FIT.

Creative Work
The FIT Program 25

Recess Items
F

IT
I

FIT F T

FIT
I F
T I
T
F

26 The FIT Program
Creative Work

Promotional T-Shirt

Creative Work
The FIT Program 27

Radio Spot
Client: FIT Program

Radio: 15

Name: Walk for FIT 2009

Audio:

SFX(4): Children Laughing

VO(11): Come support the FIT program and participate
in Walk for FIT 2009. For more details visit www.FIT.
com. Be You, Have Fun, Be FIT.

a message about the event, where
will be implemented throughout
the year that will conincide with FIT message that is aimed towards
FIT events. Each spot will contain increasing their knowledge of FIT.

28 The FIT Program
Creative Work

FIT Song
Fit for you Fit for your community
Fit for me
Lend a hand
Be active with FIT
Eat your greens Meet new friends
Don’t forget your fruits You won’t want to quit
Come on let’s go put on your boots
We’ll walk for FIT Let’s get active
And have fun with it Let’s have fun
Come on everyone Lets join together We’ll play outside in the sun
and through this And when we go
Back inside
We’ll still use FIT
Fit is cool As our guide
Fit is fun
FIT makes me want to run Fit is cool
Stand up sit down Fit is fun
Let’s gather ‘round FIT makes me want to run
FIT is where we want to be found Stand up sit down
Let’s gather ‘round
Fit for you FIT is where we want to be found
Fit for me Be You. Have Fun. Be Fit.

Creative Work
The FIT Program 29

Creative Dissection
Be Active. Eat Healthy. Be FIT.

Each poster contains
an educational message The images are meant
about FIT. They are in to relate to each audi-
both English and Span- ence. They also depict
ish to appeal to a wider and reinforce that FIT
demographic and break is fun.
down language barriers.

for your
Community The FIT concept

FIT
displayed here
is in 2 languages
since the audience
is bi-lingual. It in-
para su
Comunidad
dividualizes each
The colors in the posters
audience while
are consistent with the
also informing
FIT blue. Together, they
them that FIT is
create a clean and crisp MICHIGAN STATE
for everyone.
U N I V E R S I T Y

appearance.

30 The FIT Program
Creative Work

FIT
Login
Username
There are additional Password Search

menu items that will Home About FIT FIT in the News FIT in your Community Sponsors
keep all audiences
FIT for You FIT for Your Family FIT for Your School
informed and enter-
tained.

Events Recipe of the Month Buchanan Elementary

FIT Point Tracker Recipe Archives Campus Elementary

FIT Games and FIT Monthly Chavez Elementary
Activites Newsletter
Dickinson Elementary

The 3 sections of the
The colors are consistent website are meant to
with all print materials to target each individual
keep unity among all cre- group.
ative work.

Creative Work
The FIT Program 31

Distribution Objectives
Reach The teachers will be second in re-‐‑
85% of students ceiving information. They are the
70% of teachers
50% of parents and community good knowledge of FIT to be able to
Coverage pass it on to students.
The majority of information, ac-‐‑ Parents and community members
tivities and events will be geared will be involved through events
toward students. They are our most and activities and also through their
children. Material and information
young age we have the opportu-‐‑ given to students in school will be
nity to create the greatest lifestyle taken home and therefore incorpo-‐‑
change, with the assistance of their rate the whole family.
role models.

32 The FIT Program
Message Distribution

Distribution Objectives & Strategy
Frequency Strategy
Students will be targeted continu-‐‑ FIT will become a part of the stu-‐‑
ously and daily. The FIT program dents’ lives through activities that
should become a part of their ev-‐‑ will make them want to learn about
eryday life. Through activities in
the classroom, being exposed to FIT This is a key part in assuring that
materials around school and events, the students are being well educat-‐‑
the students’ knowledge of FIT will ed.
always be increasing. Teachers will be responsible for
Teachers, parents and community -‐‑
members will be targeted weekly. dents, through the implementation
Through encouragement to visit the of FIT materials into lessons.
Parents and community members
all members of the community will will be involved through events that
be exposed to FIT often to increase support the students’ education and
their knowledge and participation homework that involve FIT. Involv-‐‑
with the program. ing the parents and community will
All audiences will be exposed increase their knowledge of FIT so
to pulsing messages when special that they can continue to educate
events are being held and therefore their own children and implement
additional advertising is necessary. the FIT lifestyle at home.

The FIT Program 33

Distribution Tactics
Print materials will be distributed environment for children and a way
in rotation. to learn about FIT. They will also be a
Each school will be provided with great way to bring all of the members
a FIT banner that will serve as a re- of the community together.
minder to students and staff every- FIT will be integrated into lesson
day that they are participants in the plans and activities that will get chil-
FIT program. dren excited to learn many different
Posters will be placed in each par- subjects while learning about FIT.
ticipating classroom, around the FIT songs and videos will encour-
school and in the community. age participation and increase atten-
Special activity boards will be tion levels in class.
placed in classrooms around the Lastly, we will use the internet as an
school. These boards will involve stu-
additional reference for all audiences
dents in fun activities so they know
to use.
FIT is fun.
A website will be used for quick and
By exposing audiences as often as
easy reference of FIT information.
possible this will work to continue to
Partnerships will be formed with the
increase their knowledge that FIT is
local libraries and computers will be
a program about healthy eating and
set aside in the school so that every-
activity.
one will have the opportunity to take
Special events will create a fun advantage of this media.

34 The FIT Program

Distribution Plan

Education of Dissemination
Teachers of Materials
Teachers Students
Community Parents
Materials
Events to
introduced at
involve all
home

The FIT Program 35

Itemized Breakdown
Item Quantity Total Notes
Print Materials
School Banners 4 Banners $400

Posters $800
posters 1-‐‑sided color
Flyers $200
community for events 1-‐‑sided color
Shopping Guides 40,000 prints $2,400
with coupons throughout the year b&w on color paper
Events & Promotions
1 $1,000

72 Digital Cameras 2 per classroom, $5,040
per school
Walk for FIT 4
T-‐‑Shirts 3000 $15,000 White T-‐‑Shirt, 3 Colors
Sweatbands 2000 $1,600
Flyers 600 $300
b&w on color paper
Banner 3 $300

36 The FIT Program
Budget

Item Quantity Total Notes
Promotional Items
T-‐‑Shirts 3000 $15,000 White T-‐‑Shirt, 3 Color
Pencils 1000 $1,000
Window Clings 2000 $5,000
100 $600
Recess Items
Kick Balls 72 $700
Frisbees 36 $300
Basketballs 36 $300
Jump Ropes 180 $700
Chalk 5000 boxes of 4 $1,750 Jumbo chalk
Media
Website $4,500 To hire a professional web designer
Newspaper Once a month + 4 $23,100 Lazo Cultural-‐‑ Zone 1
times seasonally
12 times Grand Rapids Press
Radio Once a week, 48 $10,752
times
TOTAL BUDGET $128,710

Budget
The FIT Program 37

What we will achieve
Achieve attendance of 40% of Achieve 30% participation by
community members at new FIT parents in the events open to par-
ents within the next year.

Achieve attendance at FIT Achieve 75% participation by
events by 75% of students during teachers through implementa-
the next year. tion of the FIT program into daily
To assure that we are achieving instruction.
this we will simply take a count Participation will be measured a

events. The parents will be measured
Community events also gives us
the opportunity to have community their use of FIT materials, and their
members sign up to be on a mailing involvement in FIT events.
list to receive FIT information. This Teachers will be measured by
will also give us a number to chart their use of FIT materials and les-‐‑
sons in the classroom.

38 The FIT Program
Campaign Evaluation

Achieve 80% knowledge that Achieve 50% knowledge that
the FIT program is a healthy eating the FIT program is about healthy
and activity program by students eating and activity by parents
at the four elementary schools. within the next year.
This will be measured through
Achieve 75% knowledge that the surveys completed at the end of
FIT program is about healthy eat- each year. We will look for an in-‐‑
ing and activity by teachers with- crease in the knowledge that each
target audience has from one year
in the next year to the next.

With this campaign we will create awareness and knowl-
edge of FIT. We will achieve an audience of educated indi-
viduals that know FIT is a
program about healthy eating and activity. It will become
a part of their daily life forming a lasting impression.

Campaign Evaluation
The FIT Program 39

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