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Physical activity is an essential component of a healthy lifestyle. It helps control weight, builds lean muscle, reduces fat, promotes strong bone, muscle and joint development, and decreases the risk ...

Physical activity is an essential component of a healthy lifestyle. It helps control weight, builds lean muscle, reduces fat, promotes strong bone, muscle and joint development, and decreases the risk of obesity. Adult people need 4-5 hours with moderate to vigorous physical activity per week to improve they fit and maintain it further. The problem is that with every year more and more people start working in offices what usually is connected with spending a lot of working time in a sitting position that causes a lack of physical activity and has a harmful effect on their health. This campaign is encouraged to decide a problem of a ‘sitting life style’ among office workers and to create for them possibilities for amazing and bright spending their leisure time on weekend with benefits to their health and physical fit.

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    White paper for be fit campaign White paper for be fit campaign Document Transcript

    •   2013       Social  Marketing       Michael  Huisman  and     Valeria  Solodka       Lecturer:     Mrs.  Vdovychenko                   [Social  Marketing  campaign  Be  Fit]                                                 Both  Students  have  contributed  an  Equal  amount  of  work  for  this  Campaign           1  
    • Introduction    Physical  activity  is  an  essential  component  of  a  healthy  lifestyle.  It  helps  control  weight,  builds  lean  muscle,  reduces  fat,  promotes  strong  bone,  muscle  and  joint  development,  and  decreases  the  risk  of  obesity.  Adult  people  need  4-­‐5  hours  with  moderate  to  vigorous  physical  activity  per  week  to  improve  they  fit  and  maintain  it  further.  The  problem  is  that  with  every  year  more  and  more  people  start  working  in  offices  what  usually  is  connected  with  spending  a  lot  of  working  time  in  a  sitting  position  that  causes  a  lack  of  physical  activity  and  has  a  harmful  effect  on  their  health.  This  campaign  is  encouraged  to  decide  a  problem  of  a  ‘sitting  life  style’  among  office  workers  and  to  create  for  them  possibilities  for  amazing  and  bright  spending  their  leisure  time  on  weekend  with  benefits  to  their  health  and  physical  fit.                                                     2  
    • STEP  1.  Situation  analysis:    The  social  issue  we  are  addressing  is  the  lack  of  physical  activity  (health)  among  people  that  are  fulltime  working  behind  a  desk  in  office.  These  persons  have  seldom  the  time  for  training  during  working  days.  The  focus  of  our  campaign  is  to  get  these  people  actively  by  offering  them  the  chance  to  engage  workouts  in  the  weekends.  The  purpose  is:  increased  physical  activity  of  47%  in  the  amount  of  4/5  hours  per  week  per  person  among  office  workers  in  business  centers  on  the  weekends  in  5  years.     3  
    •     Strengths   Weaknesses   +  Big  community(business  centre)   -­‐  Compe[[on  (fitness  centres)   +  Diversity  of  workouts   -­‐  Monetary  funds  of  par[cipants   +  New  aquintances   -­‐  Laziness  of  par[cipant   +  Programs  make  health  and  fit     -­‐  Fear  of  going  alone   +  New  adventures   -­‐  Poli[cal  law     SWOT   OppurtuniAes  +  Partnership  (with  centres  of  ac[ve   Threats   leisure)  +  Intergra[on  of  the  comunity  in  our   +  Poli[cal  law   program   +  Occupancy  of  working  parents   +  New  friends  or  partner   with  their  small  children   +  Selfimprovement   +  "Bring  a  friend"  opportunity   +  Other  ac[vi[es   +  Audience  with  diverse  interest   +  Health  problems   +  Business  funds  from  business   +  Increased  prices  on  sport  ac[vi[es   owners   and  equipment   +  Maintain  healthy  rela[ons  with     city  administra[on             Findings  from  prior  and  similar  efforts   Most  finding  we  have  gathered  from  other  health  programs  is  that  we  need  to  have  an   influential  person  (third  party  leaders)  who  can  lead  the  group:  in  our  case  we  need  to   influence  to  kind  of  the  leaders:     -­‐ Functional  leaders  -­‐  the  boss  or  managers  of  the  company  so  that  they  give  an   good  example  towards  the  main  target  group,       4  
    • -­‐ And  emotional  leaders  –  the  ones  who  are  informal  gate  keepers  and  opinion   leader  of  the  collective  so  that  they  could  share  the  information  about   campaign,  attract  attention  of  others  and  give  a  positive  response.    Campaign  America’s  move  to  raise  a  healthier  generation  of  children.  Campaign  change  4  life  Campaign  a  healthy  and  active  Australia  Formative  Research  For  conducting  the  formative  research  the  social  network  approach  was  used  in  order  to  identify  opinion  leader  of  the  business  community.  In  specific,  the  social  network  analysis  method  and  the  UCINET  6.0  software  were  used,  together  with  the  traditional  ways,  to  find  out  the  opinion  leaders  step  by  step,  aiming  at  the  circumstance  of  network  community.  The  main  reason  why  this  type  of  research  was  used  is  methodological  feature  of  network  analysis,  which  studies  not  only  individual  characteristics  of  the  respondents,  but  also  the  relationships  between  them1.  That  is,  the  application  of  network  analysis  is  appropriate  when  the  research  concerns  the  interaction  of  certain  elements  (actors)  -­‐  individuals,  groups,  organizations,  and  when  it  is  needed  to  find  out  how  this  interaction  goes,  what  effects  it  has  and  what  is  the  structure  of  relationships.  In  addition,  the  implementation  of  the  social  network  analysis  method  and  the  UCINET  software  can  simplify  the  process  to  a  great  degree,  identifying  the  opinion  leaders  in  certain  part  or  whole  community  exactly.  In  details,  the  network  of  a  particular  business  community  will  be  build  through  connecting  ego-­‐networks  from  Facebook  page  of  the  research  participants  to  a  bigger  two-­‐side  links  network.  Where  ego-­‐network  is  considered  as  a  network  which  consists  of  a  focal  node  (“ego”  or  owner  of  the  Facebook  page)  and  the  nodes  to  whom  ego  is  directly  connected  to  (these  are  called  “alters”  or  friend  on  Facebook)  plus  the  ties,  if  any,  among  the  ‘alters’.  Of  course,  each  alter  in  an  ego  network  has  his/her  own  ego  network,  and  all  ego  networks  interlock  to  form  the  human  social  network.  The  relation-­‐based  strategy  and  method  of  a  ”snow  ball”  were  used  for  data  collection.     • The  relation-­‐based  strategy  starts  with  a  relation  of  interest,  such  as  emotional   support,  and  then  asks  all  the  people  that  the  respondent  has  this  particular                                                                                                                          1  Scott,  John.  Social  Network  Analysis:  A  Handbook.  /  John  Scott.  –  Sage  Publications,  2000.  –  208  p.     5  
    • relationship  with.  Sometimes  this  is  within  the  context  of  a  circumscribed  group,   such  as  "which  of  your  fellow  employees  to  obtain  emotion  support  from?".  If   appropriate  this  is  then  followed  by  attributes  of  the  tie,  such  as  duration,   intensity,  frequency,  strength,  and  so  on.  If  the  relation  is  friendship,  might  ask   strength  and  duration,  but  not  frequency.  If  the  relation  is  interacts  with,  might   ask  frequency  and  tenure  of  the  relationship.  Attributes  of  the  “alters”  can  also   be  asked.   • “Snow  ball”  method  of  finding  respondents  implies  that  at  first  initial   respondent  should  be  found  and  then  the  researcher  moves  to  his/her   connections  exploring  their  friends  and  so  on  while  the  whole  network  won’t  be   reproduced.       Image  1.  Example  of  the  EGO-­‐network  of  the  Facebook  page,  where  the  actors’  attributes   of  belonging  to  particular  organization  is  marked  with  different  colors.        In  order  to  rebuild  the  social  network  of  the  business  center  ego-­‐networks  of  all  the  respondents  were  joined  and  with  the  help  of  Girvan-­‐Newman  Partition  Procedure  the  subgroups  that  refer  to  particular  organizations  (companies)  were  identified.  Subgroup  -­‐  a  piece  of  the  network  in  which  the  actors  are  more  interconnected  than  abroad.     6  
    •  Image  2.  Example  of  the  combined  social  network  of  the  business  center  community    To  explore  basic  characteristics  of  social  network  next  interconnectivity  indexes  were  used:   • Density&Average  degree   • Average  Distance  and  Diameter   • Connectivity   • Centralization   • Number  of  components   • Fragmentation   • Distance-­‐weighted  Fragmentation   • Cliques  per  node   • Core/Peripheriness   • Transitivity         7  
    • Brokerage  roles2  In  a  network  in  which  groups  are  defined  (e.g.  men  and  women)  each  unit  can  be  involved  in  the  following  brokerage  roles:   • Coordinator;   • Itinerant  broker   • Representative   • Gatekeeper   • Liaison  To  examine  the  brokerage  roles  played  by  a  given  actor,  we  find  every  instance  where  that  actor  lies  on  the  directed  path  between  two  others.    So,  each  actor  may  have  many  opportunities  to  act  as  a  "broker."    For  each  one  of  the  instances  where  ego  is  a  "broker,"  we  examine  which  kinds  of  actors  are  involved.    That  is,  what  are  the  group  memberships  of  each  of  the  three  actors.        In  the  conclusion  of  the  research,  the  methodology  of  business  centers  community  social  network  analysis  on  the  ground  of  the  Facebook  connections  of  the  employees  was  worked  out.  This  methodology  allows  picking  out  particular  people  who  play  the  roles  of  opinion  leaders  in  the  organizations.  In  addition,  the  main  advantage  of  this  type  of  research  such  as  personalization  of  the  data  allows  getting  access  to  the  personal  information  and  the  contacts  specifically  of  these  opinion  leaders.      Recommendations:  Promotion  of  the  campaign  should  be  focused  on  the  cooperation  and  building  the  loyalty  of  the  opinion  leaders  inside  the  business  communities  such  as  coordinators  and  gatekeepers  whose  contacts  and  Facebook  pages  have  been  identified  and  can  be  provided.                                                                                                                          2  A.  Mrvar:  Network  Analysis  using  Pajek.  -­‐  http://mrvar.fdv.uni-­‐lj.si/sola/info4/uvod/part4b.pdf       8  
    • Step  2.  Target  audiences  for  campaign      Target  audience  where  described  through  next  segmentation  criterias:  Geographical:     • Business  districts  Kiev  with  the  highest  density  of  office  workers  Demographic:     • Age  25-­‐45,     • Male/female  to  attract  opposite  gender,     • Income  4000+/-­‐  UAH,     • Occupation:  office  workers  with  a  sitting  work,     • Education:  higher.  Psychographic:     • Social  class  -­‐  middle  class,    Behavioral  targeting:     • Stages  of  change  -­‐  Action  and  determination  phases.  Health  styles  segmentation  system:     • “Active  attractives”  –  13%,     • “Tense  but  trying”  –  10%     • And  “physical  fantastic”  –  24%.    Primary  targets:   • ‘Coordinators’  and  ‘Gatekeepers’  (emotional  leaders)  that  was  chosen  by  the   social  network  research  as  a  opinion  leaders;   • Bosses  and  managers  of  the  companies  in  the  largest  the  business  centers  that   where  chosen  for  the  campaign  (as  functional  leaders);     • Business  centers  office  workers;  Secondary  audience:     • Family  members  and  friends   • People  working  other  places  all  around  the  Kiev  that  also  have  ‘sitting  life  style’;   • People  willing  to  have  more  physical  activates  in  order  to  improve  their  physical   fit  and  health;         9  
    • STEP  3  SET  OBJECTIVES  AND  GOALS    OBJECTIVES:    Behavior  objective:    The  behavioral  objective  for  our  campaign  is  that  we  want  office  workers  to  become  more  fit  and  spend  less  time  behind  a  computer,  by  changing  their  old  habits  into  new  ones,  for  example  normally  they  would  have  spend  their  free  time  watching  television  we  want  them  to  go  out  and  undergo  some  physical  activity.  Knowledge  objective:    The  knowledge  objective  for  the  campaign  tells  the  participant  through  the  hand  of  information  and  photos  that  it  is  better  to  be  physical  active  than  sitting  home  and  watch  television  Belief  objective:  In  order  for  them  to  act  to  our  campaign,  we  need  them  to  believe  that  they  cannot  live  without  our  campaign  and  that  when  they  don’t  change  their  current  behavior  into  the  one  provided  by  the  campaign  they  will  become  unhealthy  and  obese.  Goals:   • Increase  knowledge  and  improve  attitudes  and  beliefs  about  office  workers   regular  participation  in  physical  activity.   • Increase  in  influencer  support  and  encouragement  of  office  workers   participation  in  physical  activity.   • Heighten  awareness  of  options  and  opportunities  for  office  workers   participation  in  physical  activity.   • Facilitate  opportunities  for  office  workers  to  participate  in  regular  physical   activity.   • Increase  and  maintain  the  number  of  office  workers  who  regularly  participate  in   physical  activities.             10  
    • Step  4  ANALYZE  TARGET  AUDIENCES  AND  THE  COMPETITION    What  is  their  current  behavior  The  current  behaviour  of  the  selected  target  audience  can  be  divided  in  5  sections:   1. The  person  has  made  a  decision  to  stop  using,  to  make  a  change.  as  the  person   begins  planning  a  course  of  action  to  initiate  change    in  her/his  life.     2. The  person  recognizes  and  admits  that  a  problem  exists,  and  has  developed  plan   to  make  changes.  He  modifies  his  behaviors,  environment,  relationships,  and   experiences  to  overcome  the  problem.  He  puts  the  plan  he  made  in  the   Determination  stage  into  action.   3. They  live  a  relative  youthful  and  moderately  health  oriented.  When  it  comes  to   to  exercise  and  keep  their  weight  down  they  are  highly  motivated,  but  they  do   not  always  succeed  at  this.     4. Similar  to  the  one  above  but  except  they  tend  to  smoke  cigarettes.  They  are   average  in  the  amount  of  exercise  they  get  and  in  their  efforts  to  control  their   fat  intake  and  weight.  They  have  a  moderate  desire  to  exercise  more,  eat  better,   and  control  their  weight  more  effectively  as  well.     5. This  is  the  most  health-­‐oriented  group,  leading  a  consistently  health-­‐promoting   lifestyle.  They  are  above  average  in  not  smoking  or  drinking,  exercising  routinely,   eating  nutritiously,  and  making  efforts  to  control  their  weight.  This  group  is  also   the  one  who  is  most  influence  able  to  try  new  activities.    What  do  they  currently  knowAll  of  the  groups  know    that  they  need  to  change  something  in  their  lives  to  become    more  healthy  and  become  more  physical  active.What  do  they  currently  believe  4  out  of  the  5  groups  believe  that  they  should  change  their  current  behaviour  and  1  group  believes  that  they  are  doing  everything  according  their  believes    Costs  versus  Benefits  Benefits   Costs  good  physical  condition,  better  mood,  and   Money,  energy,  physiological  comfort  and  free  recognition  by  friends,  out  in  the  open  and   time.  social  inclusion,  better  nutritious  food  and  time  better  spent       11  
    • What  barriers  do  they  perceive?    Some  barriers  that  can  occur  are:   1. Old  behavior,  some  persons  are  very  comfortable  in  their  current  behavior  and   see  the  new  behavior  as  a  barrier  and  something  bad.     2. Money,  for  some  groups  money  can  be  a  barrier  because  they  need  it  to  pay   other  costs  (alimony,  food,  housing  etc.)   3. Transportation,  people  that  are  coming  from  far  can  perceive  that   transportation  is  a  barrier  due  to  the  time  needed  or  multiple  changes  from   transport  modus.   4. Weather,  some  persons  can  feel  that  the  current  weather  conditions  will  not   motivate  them  to  go  to  the  activities  that  are  taking  place.  What  are  the  major  competing  alternative  behaviors:  The  most  competing  behavior  for  our  target  group  is  the  current  behavior  because  this  is  the  behavior  they  feel  most  comfortable  in,  and  because  they  feel  most  comfortable  in  this  behavior  they  are  seen  as  very  unlikely  that  they  will  give  it  up  in  order  to  change  it  to  the  new  behavior  which  is  perceived  by  them  as  uncomfortable  and  too  hard  to  strive  for.  What  benefits  does  your  audience  associate  with  these  behaviors?    The  benefits  that  they  perceive  is  they  don’t  have  to  do  anything  to  make  changes,  so  they  way  they  live  now  with  the  current  behavior  should  be  seen  as  most  comfortable  and  the  safe  zone.                       12  
    • Step  5.    Marketing  analysis   v Product:   Core  Product  –  benefits  of  healthy  life  style:  good  physical  condition,  better  mood,  and   recognition  by  friends,  out  in  the  open  and  social  inclusion.   Actual  Product    -­‐  physical  activity  for  5-­‐6  hours  per  week  during  the  weekends   Augmented  product:  flyers  of  discount  for  attendance  of  the  event,  fancy  T-­‐shirts  and   trainers,  mobile  app  with  calendar  and  description  of  events;  funny  trophies  to  place  in   office  in  order  to  brag  behind  the  colleagues  (like  cups,  magnets  and  etc.).   v Price   Monetary  cost:     Decreasing  and  overcoming  of  costs    • Fees  for  attending  different  activities,     • To  attract  partnership  companies  to  give  us     discount  to  attend  their  activities  or  free  try  outs.  • Cost  of  sport  equipment  and  clothes,     • Attract  clothing  sponsors  who  provide  materials     such  as  clothes,  sport  equipment  etc.  • Transportation  cost;   • Arrange  activities  on  locations  that  are  easy  to   reach  by  public  transport  and  if  the  activity  is   located  outside  the  city  to  organize  carpooling   under  the  participants  to  achieve  minimum  costs.   Non  monetary  costs:    • Associated  with  transport  time  to  get  to  the   • Associated  costs:  we  should  created  activities   activity  location  and  training,     that  are  bounded  by  severe  time  planning  so  that     the  participants  can  plan  their  day.    • And  associated  with  the  effort  to  embrace  the   • Before  organizing  the  particular  activity  the   weather  conditions  to  get  to  the  activity.   weather  forecast  should  be  taken  into  account     and  in  case  the  weather  conditions  are  not   comfortable  for  outdoor  endorsements,  indoor   endorsements  should  be  held.         Psychological:    • Mental  fatigues  after  working  week,     • Provide  the  participants  with  activities  that  will     overcome  the  mental  fatigues  and  deliver  to  the     participants  motivational  messages  that  ‘‘physical     activities  are  the  best  method  to  overcome     mental  fatigue’’.    • Discomfort  of  being  with  unfamiliar  people  and   • Every  activity  should  start  with  a  small  gathering   feeling  out  closed  by  others,     where  the  participants  will  be  initiated  to     become  acquainted  with  each  other.    • Barriers  to  be  social  active.     • People  who  bring  2  or  more  friends  to  the  activity     will  be  awarded  with  free  attendance  to  the     activity.  • Discomfort  from  learning  new  physical  activities.   •  Every  activity  should  have  an  expert/trainer  who     will  explain  to  the  novice  participants  all  the  rules   and  how  the  activity  works.   Physical:       13  
    • • Muscle  pain,     • Before  the  activity  starts  warm-­‐up  are  necessary     and  after  activity  stretching  of  muscles.    • Bruises/broken  limps  due  to  extreme  sports     • Provide  the  participants  with  the  right     instructions  and  protective  clothing.    • And  loss  of  energy  due  to  sport.   • In  order  to  maintain  the  participant  energy,     coffee  breaks/  picnic  should  be  organized  for   them  before  or  after  the  physical  activities.       v Place:   ⎯ To  perform  desired  behavior:     ü Parks,     ü Sport  and  fitness  centers,     ü Outside  the  city  sport  bases,     ü Swimming  pools,     ü Shopping  centers  that  include  entertainment  activities,     ⎯ To  acquire  any  related  tangible  objects:   ü Facebook  and  website  page  of  the  campaign,     ü Google  play  and  App  Store  to  download  mobile  app   ü Campaign  online  shop   ü Expo  stands  in  business  centers   ⎯ To  acquire  associated  services:   ü Campaign  info  e-­‐mail  for  consultations,     ü YouTube  channels,     ü Google  maps  to  mark  the  place  where  the  activities  are.   Ways  to  make  the  place  more  convenient  access   • Make  the  location  closer;   • Extend  hours;   • Make  the  location  more  appealing;   • Be  there  at  the  point  of  decision  making;   • Make  performing  the  desired  behavior  more  convenient  than  the  competing   behavior     v Promotion   Key  messages:  the  key  message  that  should  be  delivered  to  the  target  audience  is  that   to  become  healthier  the  current  behavior  should  be  diverged  towards  a  new  behavior  (   become  more  physical  healthy  by  joining  the  campaign)       14  
    • Communication  objectives:  the  marketing  communication  objectives  are  determined  by  problems  the  target  or  product  category  may  encounter  and  any  market  opportunities  the  product/service  has  to  solve  to  overcome  these  problems.  Our  marketing  communication  objective  should  describe  what  we  want  our  target  audience  to  think,  feel,  and  do  after  they  are  exposed  to  your  marketing  message.  It  should  answer  the  fundamental  question,  “What’s  in  it  for  me?”.   1. Create  a  brand  awareness  for  your  company   2. Defining  a  need  the  product  or  service  can  fulfill   3. Encouraging  action  from  the  target  What  do  they  need  to  know/believe:  The  targeted  audience  should  know  that  ‘’What’s  in  it  for  me’’,  can  be  achieved  by  participating  and  following  our  campaign  in  order  to  be  more  physical  active  and  gather  the  wanted  healthy  lifestyle.  What  actions  we  want  them  to  take:  the  targeted  audience  should  be  interested  in  the  campaign  and  be  willing  to  take  a  trial  in  a  activity  that  they  prefer  the  most  so  that  with  the  first  time  they  immediately  have  a  good  feeling  about  the  campaign.  Communication  style:  The  campaign  will  be  using  2  types  of  communicating  style,  the  styles  used  are:   1. Moral  elements  are  directed  to  audience’s  sense  of  what  is  right  and  proper  (   “I’d  like  to  be  like  a  sportsman”  adds)   2. Nonverbal  elements  rely  on  visual  cues,  graphic  images  and  symbols  and  on  the   body  of  actors  and  models,  facial  expressions,  body  movement,  eye  contact,   physical  appearances       15  
    •    Promotion  strategies  and  Media  types:   1. Social  Media  coverage   2. ATL  Advertising  (press  and  out-­‐of-­‐home  ad)   3. Interactive  marketing  (website  and  e-­‐shops)   4. Branding/packaging   5. Viral  or  guerrilla  marketing  through  social  media  channels   6. Direct  marketing  and  word-­‐of-­‐mouth   7. Endorsements/testimonials  through  interactive  marketing,  social  media   channels  and  opinion  leaders  using  a  word-­‐of-­‐mouth   8. Sales  Promotion  and  flyers  through  Freebies  and  other  rewards  or  incentives  Media  vehicles:   1. Facebook/Vkontakte,  Foursquare,  Blog  of  the  campaign     16  
    • 2. Printed  magazines  that  are  distributed  in  those  chosen  for  campaign  business   centers  (Forbes,  Investgazeta,  Commersant,  Kievpost)  and  Out-­‐of-­‐home   advertising  channels  such  as  billboards,  city-­‐lights,  banners  placed  around   business  centers.     3. Official  Website  of  the  campaign  and  e-­‐shop  where  branded  products  will  be   sold,  also  services  of  collective  purchasing  such  as  Pokupon.ua,  Kupiskidku.ua,   Grupon.ua,  Kuponu.com.ua  and  etc.  that  can  also  be  used  for  distributing   attendance  flyers.     4. –  8.  Advertising  placed  on  the  branded  products  such  as  t-­‐shirts  and  trainers   with  logo  of  the  campaign,  and  on  the  trophies  and  funny  prices.   5. YouTube  channel   6. Word-­‐of-­‐mouth  is  going  to  be  activated  through  involving  opinion  leader  of   business  communities  in  campaign  with  free  branded  samples,  free  attendance   of  the  events  (provided  they  bring  two  more  friends  with  them  on  the  campaign   events  )  and  giving  them  honorable  role  in  the  events  and  awards  for   attendance.       v Publics  There  are  2  types  of  publics  that  should  taken  into  account  with  the  campaign:   1. External  publics  include  the  target  audience,  secondary  audiences,   policymakers  (ministry  of  health)   2. Internal  publics  are  those  who  are  involved  in  some  way  with  either  approval  or   implementation  of  the  program:   • Sponsors,  Sport  clubs  and  outdoor  activity  clubs  Etc.     v Purse  strings  From  where  comes  the  budget:  in  the  case  of  this  campaign  the  money  comes  from  1  channel  so  the  budget  will  be  derived  from:   1.  Funding  (companies,  sponsors,  target  audience)   2. Free  Trials  from  event  holders  (showing  good  by  doing  good)     v Proposition:     17  
    • Our  campaign  will  be  envisaged  to  the  targeted  audience  that  the  transition  from  the  current  behavior  to  new  behavior  can  be  achieved  by  showing  them  what  the  benefits  are  and  that  the  benefits  will  always  outweigh  the  costs  (new  behavior  outweigh  old  behavior).   v People/staff:    The  staff  will  consist  out  of  highly  trained  professional  and  or  people  that  have  the  knowledge  in  the  field  that  we  need.  Think  about  personal  trainers,  marketing  researchers,  finance  workers  etc..     v Partnership:     -­‐ Sport  clothes  producers  like  Nike,  Adidas,  Puma,  Affliction  and  etc.   -­‐ The  business  centers  itself  and  companies  whose  offices  are  situated  in   particular  business  centers  where  the  campaign  is  taking  place.     -­‐ Sport  clubs  and  fitness  centers.   -­‐ Personal  trainers  and  sport  stars.   -­‐ Beginning  cloth  designers   -­‐ Companies  who  provides  sport  equipment  for  renting  (like  bicycles,  roller   skating,  skiing,  snowboarding  and  ice  skating  and  etc.)   -­‐ Companies,  which  provides  outdoor  events.     -­‐ Shops  of  funny  souvenirs  (WOW-­‐shop,  …)   -­‐ Media  sponsors  Step  6.  Evaluation  and  monitoring  plan      For  Campaign  Evaluation  Social  Marketing  Benchmark  Criteria  is  planned  to  be  used:     ü Customer  orientation   ü Behavior  and  behavioral  goals   ü Theory-­‐based  and  informed   ü “Insight”  driven   ü “Exchange”  analysis   ü “Competition  analysis   ü Segmentation  and  targeting   ü Intervention  and  marketing  mix     18  
    •  Measured  goals:   1. Increase  knowledge  and  improve  attitudes  and  beliefs  about  office  workers   regular  participation  in  physical  activity.   2. Facilitate  opportunities  for  office  workers  to  participate  in  regular  physical   activity.   3. Increase  and  maintain  the  number  of  office  workers  who  regularly  participate  in   physical  activities.    Techniques  and  methodology  to  conduct  the  measures:   1. Social  Media  and  Web  Analytics  by  Google  Analytics  Tool  for  website  and  Social   Media  Metrics  for  Facebook,  Vkontakte,  YouTube.   2. Reports  on  conducted  events,  budget  usage  and  analytics  on  effectiveness  of   provided  by  social  campaign  services  by  business  process  optimization   management   3. Reports  on  campaign  evens  attendance  through  check-­‐in  and  feedback  services   on  Foursquare,  mobile  app  calendar  and  Google  maps  requests.  Regularity  of  taken  measurements:   1. Every  week  measure  the  change  in  traffic  after  conducted  on  weekend’s  events   2. Every  four  months  –  resulting  measurements,  every  year  -­‐  big  annual  report  and   at  the  end  of  campaign  in  5  years  –  General  Report  on  Campaign   3. Every  week  and  on  every  event  simultaneously  in  order  to  find  the  most  popular   and  attractive  activities.  The  annual  reports  on  the  campaign  results  will  be  published  and  distributed  among  existing  and  potential  sponsors  and  partners,  also  these  results  will  be  further  used  in  promotion  massages  in  order  to  attract  new  participants,  increase  social  approval  of  the  campaign  and  loyalty  among  members.             19  
    • Step  7.  Budgeting  and  funding  sources    Costs Funding SourcesProduct-related costs: 22 500$ -­‐ Printing 10 000 flyers with discount 0.10$ per – Covered by funds flyer – 1 000$ government. -­‐ 1000 fancy T-shirts and 100 trainers, 15 – Covered by the sponsors of 000$+5 000$= 20 000$ clothing companies and covered by funds from government. -­‐ 1 mobile app can be created for – 1 000$ – The mobile app will be created by students from university of applied sciences Utrecht, Netherlands as a part of their graduation project. -­‐ 100 funny trophies 5$ per one - 500$ – This will be covered by the funds from the government and the trophy sho itself as social goodPrice related costs: 26 000$– Variable costs per weekend are estimated on – Covered by own funds of 500$*52=26 000$; participant in deliberation with activity holder.Place related costs: 43 400$– Group 2-hour attendance of a fitness and sport – Sport clubs and fitness centers (50 times a year) – 100$*50= 5 000$; centers and own funds of participants – Outside the city sport bases group attendance (20 – Outside the city sport bases times) – 600$*20=12 000$, and own funds of participants – Swimming pools group attendance (36 times a – Swimming pools and own year) – 400$*36= 14 400$, funds of participants– Shopping centers that include entertainment – Shopping centers and own activities group attendance (20 times a year) – funds of participants 600$*20= 12 000$Promotion related costs: - 19 500$   20  
    • – 6 articles in printed magazines – 1 000$; – Media sponsors; – Renting out-of-home advertising places – 10 – The business centers itself 000$; and companies whose offices – Website and e-shop creation and searching are situated in particular optimization – 1 500$; business centers where the campaign is taking place. – Promotion activities on services of collective – Sport clubs and fitness purchasing (50-80% discounts on activities); centers. – Sport clubs and fitness centers. – Filming a Viral Video – 5 000$; – Media Sponsors; – Sport clubs and fitness – Social media promotion campaign connected centers. with SEO, ALIWEB, social media posting and – Sport clubs and fitness etc. – 2 000$ centers. – The business centers itself and companies whose offices are situated in particular business centers where the campaign is taking place.Evaluation and research related costs: - 31 900$ – Formative research – 5 000$ – Governmental and Grant’s funding; – Weekly conducted measurements of web- activities (salary per month) – 800$*12= 9 – Sport clothes producers 600$; like Nike, Adidas, Puma, Affliction and etc. – Salary of the one who will be conducting – The business centers itself financial reports (per month) – 900$*12=10 and companies whose 800$ offices are situated in particular business centers where the campaign is taking place.   21  
    • – Annual reports at a number of 5 and 1 General – Governmental and Grant’s report – 1 000$*5= 5 000$ + 1 500$ = 6 500$ funding; TOTAL = 143 300$  Strategy  to  appeal  to  potential  hinters:    For  this  campaign  an  affordable  method  was  chosen,  this  method  is  the  easiest  to  obtain  because  the  campaign  will  be  formed  after  the  funding  is  established.  This  way  the  organization  behind  the  campaign  knows  what  they  can  spend  on  certain  costs  in  order  to  stay  on  budget.  This  method  is  the  most  used  around  NGO  and  it  has  shown  that  it  works  best.  Compared  to  the  competitive  parity  model  where  you  will  have  the  same  amount  of  money  as  other  SMC’s  in  this  same  sphere,  we  are  now  working  on  our  best  and  try  to  keep  costs  down  as  much  as  possible  so  that  we  can  deliver  as  many  quality  into  the  campaign  instead  of  that  we  use  the  money  as  a  quantitative  source.  The  method  chosen  will  help  us  to  build  a  strong  qualitative  campaign  that  has  the  potential  to  become  one  of  the  leading  campaigns  in  this  sphere  of  activity.             22  
    • Step  8.  Complete  and  implementation  plan8.1    Will  there  be  phases  to  the  campaign?  How  will  they  be  organized  (i.e.,  by  market,  objectives,  activities)?      The  Campaign  was  divided  in  9  phases;  the  reason  for  this  division  is  that  it  makes  it  more  clear  what  there  has  been  done  and  what  there  still  should  be  done.  The  phases  were  divided  by  activities  according  the  structure  of  the  Work-­‐planning  sheet  provided  by  Philip  Kotler,  improving  the  quality  of  life.  8.2 For each phase, what will be done, who will be responsible, when will it be done, and for how much?Task/phase ID/Name Duration Started Finished EvaluationIntroduction Valeria 1 day 04-04-2013 12-04-2013 YesPhase 1 Valeria/Michael 1 week 04-04-2013 18-04-2013 Yes1.1 social issue Valeria/Michael 1 week 04-04-2013 04-04- 2013 Yes1.2 focus Valeria/Michael 1 week 04-04-2013 04-04-2013 Yes1.3 purpose Valeria/Michael 1 week 04-04-2013 04-04-2013 Yes1.4/1.7 Swot Valeria/Michael 1 week 04-04-2013 04-04-2013 Yes1.8 similar Valeria/Michael 1 week 04-04-2013 04-04-2013 Yes1.9 formative Valeria 2 weeks 04-04-2013 18-04-2013 YesresearchPhase 2 Valeria 2 weeks 04-04-2013 17-04-2013 Yes2.1 target Valeria 2 weeks 04-04-2013 17-04-2013 Yesaudience2.2 primary Valeria 2 weeks 04-04-2013 17-04-2013 Yes2.3 secondary Valeria 2 weeks 04-04-2013 17-04-2013 YesPhase 3 Michael 1 week 11-04-2013 17-04-2013 Yesobjectives3.1 behavior Michael 1 week 11-04-2013 17-04-2013 Yes3.2 knowledge Michael 1 week 11-04-2013 17-04-2013 Yes3.3 belief Michael 1 week 11-04-2013 17-04-2013 Yes3.4 goals Michael 1 week 11-04-2013 17-04-2013 YesPhase 4 Michael 1 week 11-04-2013 17-04-2013 Yes4.1 current Michael 1 week 11-04-2013 17-04-2013 Yesbehavior4.2 what do Michael 1 week 11-04-2013 17-04-2013 Yesthey know4.3 what do Michael 1 week 11-04-2013 17-04-2013 Yesthey believe4.4 benefits Michael 1 week 11-04-2013 17-04-2013 Yes4.5 costs Michael 1 week 11-04-2013 17-04-2013 Yes4.6 barriers Michael 1 week 11-04-2013 17-04-2013 Yes4.7 alternating Michael 1 week 11-04-2013 17-04-2013 Yesbehaviors4.8 benefits Michael 1 week 11-04-2013 17-04-2013 Yes4.9 costs Michael 1 week 11-04-2013 17-04-2013 YesPhase 5 9P’s Michael 1 week 11-04-2013 17-04-2013 Yes5.1 Product Michael 1 week 11-04-2013 17-04-2013 Yes5.2 Price Michael 1 week 11-04-2013 17-04-2013 Yes5.3 Place Michael 1 week 11-04-2013 17-04-2013 Yes   23  
    • 5.4 Promotion Michael 1 week 11-04-2013 17-04-2013 Yes5.5 Purse Michael 1 week 11-04-2013 17-04-2013 Yesstrings5.6 Proposition Michael 1 week 11-04-2013 17-04-2013 Yes5.7 Publics Michael 1 week 11-04-2013 17-04-2013 Yes5.8 people Michael 1 week 11-04-2013 17-04-2013 Yes5.9 partnership Michael 1 week 11-04-2013 17-04-2013 YesPhase 6 Valeria 1 week 11-04-2013 17-04-2013 Yes6.1 Evaluation Valeria 1 week 11-04-2013 17-04-2013 Yes6.2 Valeria 1 week 11-04-2013 17-04-2013 Yesmethodologies6.3 techniques Valeria 1 week 11-04-2013 17-04-2013 Yes6.4 how will be Valeria 1 week 11-04-2013 17-04-2013 YesmeasuredPhase 7 Valeria 1 week 11-04-2013 17-04-2013 Yes7.1 product Valeria 1 week 11-04-2013 17-04-2013 Yesrelatedstrategies7.2 Price Valeria 1 week 11-04-2013 17-04-2013 Yesrelatedstrategies7.3 place Valeria 1 week 11-04-2013 17-04-2013 Yesrelated stratgies7.4 promotion Valeria 1 week 11-04-2013 17-04-2013 Yesrelatedstrategies7.5 evaluation Valeria 1 week 11-04-2013 17-04-2013 Yesstrategies7.6 potential Valeria 1 week 11-04-2013 17-04-2013 Yesfunding7.7 what Valeria 1 week 11-04-2013 17-04-2013 YesstrategiesPhase 8 Michael 1 week 11-04-2013 17-04-2013 Yes8.1 what phases Michael 1 week 11-04-2013 17-04-2013 Yes8.2 Michael 1 week 11-04-2013 17-04-2013 YesimplemtationplanFormat Michael/Valeria 1 day 17-04-2013 18-04-2013 Yes     24