Milestone 3 Breakdown Presented by Dr. Dionne L. Boyd IV. Marketing Strategy A. Overall Marketing Campaign 1. Define the goals of your marketing campaign for your segment.  (In other words, “WHAT ARE YOU HOPING TO ACHIEVE WITH YOUR CAMPAIGN FOR YOUR CONSUMER SEGMENT?”) A. continued 2. Determine channels through which you will market the product to your segment. Justify your response. (THIS MEANS WHICH CHANNELS WILL BE USED TO TRY AND REACH YOUR CONSUMER SEGMENT AND WHY DID YOU SELECT THOSE CHANNELS. YOU MUST PROVIDE A RESPONSE FOR EACH CHANNEL SELECTED REGARDING WHY). A. continued 3. Describe the way you will incorporate one-to-one marketing into your overall marketing campaign. (Be sure you are first clear on what a one to one marketing and then explain how it will be used in your campaign). A. continued 4. Develop a messaging strategy, including sample messaging, for "each"  channel you identified.  (This means you will need to provide an example of "each" message that will be used for each channel you identified- EVERY CHANNEL NEEDS TO INCLUDE A SAMPLE OF A MESSAGING STRATEGY- This means you will include the words you will be using in the message) B. One –to-One-Marketing Campaign 5. Define one-to-one marketing, and provide an example of how this type of marketing is used.  (Define one to one marketing and provide an example of how it will be used) B. continued 6. Describe which stage(s) in the consumer buying process would best lend itself to one-to-one marketing.  (Clearly state which stage/s of the process will be best for one to one marketing) B. continued 7. Determine a one-to-one marketing strategy that would work for the stage you identified and explain why it aligns with your segment.  (Create an example of a one to one strategy which aligns with your consumer segment selected  and the selected stage identified). In Closing… Add a reference page- It is required Answer each question on a separate slide and indicate the question number being answered Be creative and add some interesting color/visuals to your presentation Running head: PICOT STATEMENT 1 PICOT STATEMENT 2 PICOT Statement: Childhood Obesity Student’s Name Institutional Affiliation P-I--C-O-T Statement P- Patients who suffer from obesity (BMI of more than 30) I- Undertaking nutritional education, diet, and exercise C- Comparison to not taking nutritional education, diet, and exercise O- Improved health outcomes in terms of overall weight loss T - A year’s time limit PICOT Statement: Patients, who suffer from obesity (BMI of more than 30) undertaking nutritional education, diet and exercise in comparison to not taking nutritional education, diet, and exercise, can have improved health outcomes in terms of overall weight loss in a year’s time limit. Introduction Childhood obesity poses serious health problems in the US as the number of overweight and obese population increases at a rapid pa ...

1. Milestone 3 Breakdown
Presented by Dr. Dionne L. Boyd
IV. Marketing Strategy
A. Overall Marketing Campaign
1. Define the goals of your marketing campaign for your
segment. (In other words, “WHAT ARE YOU HOPING TO
ACHIEVE WITH YOUR CAMPAIGN FOR YOUR CONSUMER
SEGMENT?”)
A. continued
2. Determine channels through which you will market the
product to your segment. Justify your response.
(THIS MEANS WHICH CHANNELS WILL BE USED TO TRY
AND REACH YOUR CONSUMER SEGMENT AND WHY DID
YOU SELECT THOSE CHANNELS. YOU MUST PROVIDE A
RESPONSE FOR EACH CHANNEL SELECTED REGARDING
WHY).
A. continued
3. Describe the way you will incorporate one-to-one
marketing into your overall marketing campaign. (Be sure you
are first clear on what a one to one marketing and then explain
how it will be used in your campaign).

2. A. continued
4. Develop a messaging strategy, including sample messaging,
for "each" channel you identified. (This means you will need
to provide an example of "each" message that will be used for
each channel you identified- EVERY CHANNEL NEEDS TO
INCLUDE A SAMPLE OF A MESSAGING STRATEGY- This
means you will include the words you will be using in the
message)
B. One –to-One-Marketing Campaign
5. Define one-to-one marketing, and provide an example of how
this type of marketing is used. (Define one to one marketing
and provide an example of how it will be used)
B. continued
6. Describe which stage(s) in the consumer buying process
would best lend itself to one-to-one marketing. (Clearly state
which stage/s of the process will be best for one to one
marketing)
B. continued
7. Determine a one-to-one marketing strategy that would work
for the stage you identified and explain why it aligns with your
segment. (Create an example of a one to one strategy which
aligns with your consumer segment selected and the selected

3. stage identified).
In Closing…
Add a reference page- It is required
Answer each question on a separate slide and indicate the
question number being answered
Be creative and add some interesting color/visuals to your
presentation
Running head: PICOT STATEMENT 1
PICOT STATEMENT 2
PICOT Statement: Childhood Obesity
Student’s Name
Institutional Affiliation
P-I--C-O-T Statement
P- Patients who suffer from obesity (BMI of more than
30)
I- Undertaking nutritional education, diet, and exercise
C- Comparison to not taking nutritional education, diet,
and exercise
O- Improved health outcomes in terms of overall weight
loss
T - A year’s time limit

4. PICOT Statement: Patients, who suffer from obesity (BMI of
more than 30) undertaking nutritional education, diet and
exercise in comparison to not taking nutritional education, diet,
and exercise, can have improved health outcomes in terms of
overall weight loss in a year’s time limit.
Introduction
Childhood obesity poses serious health problems in the US
as the number of overweight and obese population increases at a
rapid pace every year. The effects of this problem have arrested
the attention of policymakers, societal members, and
government agencies. This has resulted in ranking childhood
obesity as a national health concern. The adverse impacts of this
disease go beyond the health realms to include economic burden
on both personal and national budgets. While there are
numerous risk factors and various evidence-based interventions
to address this challenge, no single approach is consistently
efficacious in curbing the disease. Consequently, it is
imperative that efficacious initiatives and policies be developed
to address the never-ending problem of childhood obesity.
Multidisciplinary approaches are often broad and cut across all
dimensions of personal health problems. Instead of placing
emphasis solely on biomedical models, health care professionals
should also seek to promote behavior change among obesity
patients and their family members. A PICOT statement can be
utilized as an effective tool to seek interventions of addressing
childhood obesity.
PICOT Statement
Population
In the US, obesity prevalence is highest among children aged
from 6 to 11 years (Cheung et al. 2016). The disease has tripled
among this age group from 4.2 percent to 15.3 percent from
1963 to 2012. In the last three decades, increased cases of
obesity prevalence have been noted among children of all ages,
although the differences in obesity prevalence have been
recorded in terms of age, race, ethnicity, and gender (Cheung et
al. 2016). In this respect, children from socioeconomically

5. disadvantaged families and some racial and ethnic minorities
experience the higher median score on obesity than the
dominant white population. Higher obesity rates are often
recorded among blacks and Hispanics compared to whites. For
instance, a survey on girls in the Southwest revealed that the
yearly cases of obesity stood at 4.5 percent among Blacks, 2
percent among Hispanics, and 0.7 percent among white girls
aged from 13 to 17 years (Cheung et al. 2016). For low-income
earners, American Indians rank highest at 6.3 percent, followed
closely by Hispanics at 5.5 percent.
Intervention
Evidence-based interventions that seek to reduce childhood
obesity incidences in the country should target two major areas:
prevention and treatment. High-quality RCT has been proven as
one of the most effective preventative intervention, especially
in schools (Reilly, 2006). Such interventions involve making
changes on the school curriculum by introducing and improving
physical education, changing school meal provisions, and
reducing the television viewing hours. Schools should also
engage in promotional campaigns that encourage walking form
home to school (Ickes, McMullen, Haider & Sharma, 2014).
This intervention has been successful in most cases involving
girls in the sense that the risks of becoming obese are
significantly lowered. Treatment interventions should be limited
to motivated families and communities, in which the child and
parents perceive obesity as a problem. From a theoretical
perspective, treatments should be continued for longer periods
such as months to years. Diets should be modified, especially
with the use of regimen such as traffic light diet. Television
viewing habits should also be reduced (Ickes et al. 2014).
Furthermore, treatment should be aimed at encouraging families
to self-monitor their lifestyle. Finally, more time should be
offered for consulting with family members.
Comparison
Being a member of a multidisciplinary team, the nurse
practitioner performs the task of offering standardized care and

6. advocacy support for healthy community environments. In
addition, the nurse helps to ensures that there is proper
coverage, access to, and incentives for regular obesity
prevention, screening, diagnosis and treatment (Vine et al.
2013). There is also need to promote active living and healthy
eating at work. Finally, focus should be on promoting healthy
living during weight gain. There is also need to expand the role
of health care providers, in childhood obesity prevention.
Outcome
When a nurse is involved as one of the primary members in the
multidisciplinary team approach, the child should be guaranteed
of better continuity of care. The outcomes of interventions
should include reduced obesity risks and curriculum
adjustments for sustainable change to make it cost-effective
(Ross et al. 2010). The curriculum modifications should be
generalizable. One of the leading causes of failure of previous
interventions is that they targeted modifications at the micro
levels. This means that targeting individual children, families,
or schools make it harder to have positive outcomes or impacts
on the many other influences on weight status that affect the
environment at the macro levels. Obesity control efforts that
are successful should require a more macro-environmental
strategy in addition to the micro level behavioral adjustments.
Time
Obesity treatment and management should be a process that
takes months to years. This is because the focus should not just
be on the individual level, but also on the general behavioral
patterns of a person’s family, friends, and society at large (Ross
et al. 2010). Therefore, interventions should be
multidisciplinary and aim at changing the behavior of the
patient by promoting long term positive outcomes. Precautions
to monitor blood pressure can be done every two weeks or on a
monthly basis. Medications such as sibutramine can be utilized
for periods of up to one year. However, its use should be
discontinued in patients whose weight loss stabilizes at less
than five percent of their initial body weight.

7. References
Cheung, P. C., Cunningham, S. A., Narayan, K. V., & Kramer,
M. R. (2016). Childhood obesity
incidence in the United States: a systematic review. Childhood
Obesity, 12(1), 1-11.
Ickes, M. J., McMullen, J., Haider, T., & Sharma, M. (2014).
Global school-based childhood
obesity interventions: a review. International journal of
environmental research and
public health, 11(9), 8940-8961.
McGrath, S. M. (2017). Childhood Obesity Comorbitities
Awareness Hospital-based Education
(Doctoral Dissertation), Walden University, Minneapolis,
Washington.
Reilly, J. J. (2006). Obesity in childhood and adolescence:
evidence based clinical and public
health perspectives. Postgraduate medical journal, 82(969), 429-
437.
Ross, M. M., Kolbash, S., Cohen, G. M., & Skelton, J. A.
(2010). Multidisciplinary treatment of
pediatric obesity: nutrition evaluation and
management. Nutrition in Clinical
Practice, 25(4), 327-334.
Vine, M., Hargreaves, M. B., Briefel, R. R., & Orfield, C.
(2013). Expanding the role of primary
care in the prevention and treatment of childhood obesity: a
review of clinic-and
community-based recommendations and interventions. Journal
of obesity, 2013.
Literature Evaluation Table
Student Name:

8. Change Topic: Patients, who suffer from obesity (BMI of more
than 30) undertaking nutritional education, diet and exercise in
comparison to not taking nutritional education, diet, and
exercise, can have improved health outcomes in terms of overall
weight loss in a year’s time limit.
Criteria
Article 1
Article 2
Article 3
Article 4
Author, Journal (Peer-Reviewed), and
Permalink or Working Link to Access Article
Cheung, et al. Childhood Obesity,
http://online.liebertpub.com/doi/abs/10.1089/chi.2015.0055?jou
rnalCode=chi
Ickes et al. International journal of environment research and
public health. http://www.mdpi.com/1660-4601/11/9/8940/htm
McGrath, Walden University Doctoral Dissertation,
http://scholarworks.waldenu.edu/cgi/viewcontent.cgi?article=45
61&context=dissertations
Reilly, Postgraduate medical journal.
https://www.ncbi.nlm.nih.gov/pmc/articles/PMC2563774/
Article Title and Year Published
Childhood obesity incidence in the United States: a systematic
review, 2016
Global school-based childhood obesity interventions: a review.,
2014
Childhood Obesity Comorbidities Awareness Hospital-based
Education, 2017
Obesity in childhood and adolescence: evidence based clinical
and public
health perspectives., 2006
Research Questions (Qualitative)/Hypothesis (Quantitative), and

9. Purposes/Aim of Study
Question: what is the incidence of childhood obesity in the
United States?
Purpose: to determine the prevalence of obesity among children
in the United States.
Purpose: to compare and contrast international and American
school-based obesity prevention and intervention strategies and
highlight the effective ones.
Research questions: “Does a hospital-based obesity program
aimed at improving patient and family awareness and
understanding of the importance of maintaining an ideal body
weight decrease the incidences of obesity related comorbidities
in pediatric patients with a BMI greater than or equal to 30”
Purpose: to create a proposal for a hospital based program to
raise awareness on obesity related health issues
To summarize previous systematic reviews on the causes,
prevention, and interventions of childhood obesity.
Design (Type of Quantitative, or Type of Qualitative)
Systematic review
A systematic literature review
Review of published research
Literature review and critical appraisal
Setting/Sample
Research studies on childhood obesity
Peer-reviews articles from five online databases
Research articles from online databases
Systematic reviews
Methods: Intervention/Instruments
Online search on PubMed, Excerpta Medica database
(EMBASE), and Cumulative Index to Nursing and Allied Health
Literature (CINAHL)

10. Online search
Online search
Online and offline search of systematic reviews on pediatric
obesity
Analysis
Statistical analysis
Statistical analysis
Systematic analysis
Critical appraisal
Key Findings
The annual study-specific obesity incidences according to CDC
growth charts were 4.0%, 3.2%, and 1.8% for preschoolers,
school aged, and high school children.
10 interventions were implemented in the United States and ten
in international locations. International interventions target
elementary aged children, less likely to target low socio-
economic groups, likely to last less than two years. However,
international interventions are more likely to assimilate an
environmental component compared to U.S.
The implementation of a research-based childhood obesity
awareness program can help reduce incidences of childhood
obesity
Pediatric obesity has increased considerably but there are
strategies that effectively prevent and help reduce it.
Recommendations
Childhood obesity prevention efforts should target ages before
onset of the problem.
Future interventions should be prolonged and include an
environmental aspect.
Project teams should be created to implement , monitor, and
evaluate obesity awareness programs
Increasing awareness on childhood awareness among the
communities is necessary

11. Explanation of How the Article Supports EBP/Capstone Project
This study demonstrates the statistics of childhood obesity in
the United States. It helps to prove the extent of the obesity
issue in the project.
This article helps the project by providing some of the effective
interventions that can be used to deal with the childhood obesity
problem.
This dissertation contains some important findings on the
effectiveness of education on dealing with obesity.
This article summarizes a lot of important information such as
its causes, prevention, and intervention strategies. This can help
to provide evidence for the arguments of the capstone project.
Criteria
Article 5
Article 6
Article 7
Article 8
Author, Journal (Peer-Reviewed), and
Permalink or Working Link to Access Article
Ross et al., Nutrition in Clinical Practice
Vine et al. Journal of Obesity. (available on Google Scholar)
Taveras et al. JAMA Pediatrics.
https://jamanetwork.com/journals/jamapediatrics/fullarticle/224
1760?guestAccessKey=416100a0-371b-46cc-b001-
9435af85c5d2
Janicke et al. Journal of Pediatric Psychology.
https://academic.oup.com/jpepsy/article/39/8/809/2951652
Article Title and Year Published
Multidisciplinary treatment of
pediatric obesity: nutrition evaluation and management, 2010

12. Expanding the role of primary
care in the prevention and treatment of childhood obesity: a
review of clinic-and
community-based recommendations and interventions
Comparative effectiveness of childhood obesity interventions in
pediatric primary care: a cluster-randomized clinical trial, 2015
Systematic review and meta-analysis of comprehensive
behavioral family lifestyle interventions addressing pediatric
obesity, 2014
Research Questions (Qualitative)/Hypothesis (Quantitative), and
Purposes/Aim of Study
To review current recommendations for the assessment and
treatment of childhood obesity
To identify effective strategies in expanding roles of primary
care providers in dealing with childhood obesity, 2013
To examine the extent to which computerized clinical decision
support (CDS) can help in treating childhood obesity
To examine the efficacy of comprehensive behavioral family
lifestyle interventions for pediatric obesity.
Design (Type of Quantitative, or Type of Qualitative)
Review of literature
Review of literature
Cluster-randomized clinical trial
Meta-analysis
Setting/Sample
Research studies on pediatric obesity
Online articles
649 children between 6 and 12 years from in the 95th BMI
percentile 14 primary care facilities in Massachusetts.
Randomized control trials
Methods: Intervention/Instruments
Online searches

13. Online search
Analysis of hospital data
Online search of peer-reviews articles
Analysis
Critical review
Critical review of literature
Linear fixed effects model.
Statistical tools for data analysis
Key Findings
A multi-disciplinary approach is necessary in dealing with
childhood obesity
Primary care providers can successfully prevent and treat
pediatric obesity if they coordinate efforts within the primary
care setting
Interventions that include computerized CDS and self-guided
behavior change for families resulted in improved BMI
Comprehensive behavioral family lifestyle interventions
demonstrated efficacy in treating childhood obesity
Recommendations
Multi-disciplinary teams should be created to deal with obesity
in children
Primary care providers should adjust their roles to successfully
deal with childhood obesity
Healthcare institutions should implement computerized decision
support t support their obesity intervention strategies
Implementation of comprehensive behavioral family lifestyle
interventions in dealing with pediatric obesity is recommended
Explanation of How the Article Supports EBP/Capstone
This study highlights a major strategy that can be used to deal
with pediatric obesity. This information is important for the
research.
This article provides evidence of strategies that the primary care

14. providers can use to improve care for childhood obesity.
Strategies of dealing with obesity is part of the project.
This article is important for the study because it provides
evidence on childhood obesity intervention that can be used in
the project’s development.
This article shows evidence of strategies that can be used in
dealing with childhood obesity, which is important for the
project development
© 2015. Grand Canyon University. All Rights Reserved.
© 2017. Grand Canyon University. All Rights Reserved.
MKT 345 Milestone Three Guidelines and Rubric
(Marketing)
Overview: For this milestone, due in Module Six, you will
submit a 2- to 3-page paper outlining the marketing strategy you
have selected for the new segment
you chose for your brand. This paper should include information
about the overall campaign and should explain your strategy in
detail.
Prompt: First, review Chapter 2 and Chapter 3 in your text.
Next, draft a 2- to 3-page paper that explains in detail the goals
of the overall marketing campaign, channels through which you
will market the new segment,
the way you will incorporate a one-to-one strategy, and
messaging strategy. When discussing your one-to-one strategy,
be sure to define one-to-one marketing,

15. describe the stage/s in the consumer buying process for which
this strategy is most effective, and determine a one-to-one
strategy that would work for the stage
you identified, explaining why it aligns with your chosen
segment.
Specifically, the following critical elements must be addressed:
IV. Marketing Strategy
The goal of a marketing strategy is to increase sales and stay
current with how a market is behaving. Present this strategy in a
way that communicates
why this strategy will be effective, and defend your claims.
Remember that when creating a presentation, you should ensure
that the elements used
display a level of professionalism and do not distract viewers
from the key points being presented.
A. Overall marketing campaign
1. Define the goals of your marketing campaign for your
segment.
2. Determine channels through which you will market the
product to your segment. Justify your response.
3. Describe the way you will incorporate one-to-one marketing
into your overall marketing campaign.
4. Develop a messaging strategy, including sample messaging,
for each channel you identified.
B. One-to-one marketing campaign
1. Define one-to-one marketing, and provide an example of how
this type of marketing is used.
2. Describe which stage(s) in the consumer buying process
would best lend itself to one-to-one marketing.
3. Determine a one-to-one marketing strategy that would work
for the stage you identified and explain why it aligns with your

16. segment.
Instructor feedback on this milestone should be incorporated
into your next milestones and into the final project.
Rubric
Guidelines for Submission: Milestone Three should follow these
formatting guidelines: 2–3 pages in length (excluding title and
reference pages), double spaced,
12-point Times New Roman font, one-inch margins, and
citations in APA style. Cite your sources within the text of your
paper and on the reference page.
Please note that the grading rubric for this milestone submission
is not identical to that of the final project. The Final Project
Rubric will include an additional
“Exemplary” category that provides guidance for how you can
go above and beyond “Proficient” in your final submission.
Critical Elements Proficient (100%) Needs Improvement (75%)
Not Evident (0%) Value
Marketing Strategy:
Goals
Defines at least three overall goals of
the marketing campaign for the
selected segment

17. Defines goals for a marketing
campaign, but goals are not aligned
with the chosen segment
Does not define the goals for the
campaign
13
Marketing Strategy:
Channels
Determines the channels through
which you will market the product to
your segment and justifies response
Determines the channels through
which you will market the product to
your segment, but either does not
sufficiently justify selection or the
selected channel is not appropriate
Does not identify the channels for
marketing the product
13
Marketing Strategy:
One-to-One
Marketing
Describes the way one-to-one
marketing will be incorporated into the
overall marketing campaign
Describes the way one-to-one

18. marketing will be incorporated into the
overall marketing campaign, but
description contains issues regarding
cogency or accuracy
Does not describe how one-to-one
marketing will be incorporated into the
overall marketing strategy
13
Marketing Strategy:
Messaging Strategy
Develops a messaging strategy,
including sample messaging, for each
channel identified
Develops a messaging strategy, but
does not include samples for each
channel identified
Does not develop a messaging strategy 13
Marketing Strategy:
Type
Defines one-to-one marketing, and
provides an example of how this type
of marketing is used
Defines one-to-one marketing, but
does not provide an example of how
this marketing is used or definition is
cursory or inaccurate

19. Does not define one-to-one marketing 13
Marketing Strategy:
Stages
Describes which stage(s) in the
consumer buying process would best
lend itself to one-to-one marketing
Describes which stage(s) in the
consumer buying process would best
lend itself to one-to-one marketing,
but description is cursory or inaccurate
Does not describe a stage in the
process for one-to-one marketing
13
Marketing Strategy:
Strategy
Determines a one-to-one marketing
strategy that would work for the stage
identified and explains why it aligns
with selected segment
Determines a one-to-one marketing
strategy, but chosen strategy is
incorrect, or does not explain the
connection to the chosen segment
Does not determine a one-to-one
marketing strategy
13

20. Articulation of
Response
Submission has no major errors related
to citations, grammar, spelling, syntax,
or organization
Submission has major errors related to
citations, grammar, spelling, syntax, or
organization that negatively impact
readability and articulation of main
ideas
Submission has critical errors related
to citations, grammar, spelling, syntax,
or organization that prevent
understanding of ideas
9
Total 100%