1. PBRL 450 Rhetoric and Social Influence
Assignment 4-2
Public Relations Plan Case
NFL Play 60
Your John Turnbull
Presenters
Today
Are
Brittany Schwartz

2. OVERVIEW
 Situation
 Goals / Objectives
 Target Audiences
 Strategies / Themes / Tactics
 Calendar of events
 Budget
 Evaluation

3. SITUATION
 Problem of Childhood Obesity
 Purpose of NFL Play60 program

4. GOALS / OBJECTIVES
 Increase awareness of program
 Ensure activity of children
 Increase funding for programs

5. TARGET AUDIENCES
 Direct Audience
• All children, whether obese or not
 Indirect Audience
• Parents, Teachers, Health workers
 Unintended Audience
• Everyone else

6. STRATEGIES / THEMES
TACTICS
Step #1: Increasing Awareness
 Media Campaign
• Incorporate “cool” commercials
• Solicitation of TV networks for contests
• Pitch paper to networks for game show
 Briefings, Brochures & Informational Videos
• Solicit AHA to partner to spread the word
• Medical Conference Presentations
 Information Kits
• Food companies and packaging

7. STRATEGIES / THEMES
TACTICS
Step #2: Ensuring activity of children
 Correspondence to legislators and lobbyists
• Permanent curriculum change
• Mandatory physical activity
 Correspondence to video game companies
• Cross-promotional partnerships
• Creation of games that incorporate activity

8. STRATEGIES / THEMES
TACTICS
Step #3: Increase funding for progams
 Informational kits to corporations
• Explain program
• Mutually beneficial outcomes
• Solicit donations
 VNR’s to national TV outlets
• Announce corporate partnerships
• Benefits both companies provide to chidren
 Commercials
• Cell phone text donation program

9. CALENDAR
0-3 Months
 Commercial Creation and Distribution
 Letters to networks for contest giveaways
 Letters to video game companies

10. CALENDAR
3-6 Months
 Idea letter for game show creation to kids networks
 Informational kits to food companies
 Letters to state govt’s for curriculum changes

11. CALENDAR
6-12 Months
 Literature and videos to AHA for distribution
 Create/Schedule medical conferences
 Text message campaign rollout
 VNR’s to TV outlets (as needed 0-12 mos. & beyond)

12. BUDGET
 Total needed will be in $1-2 Million range
• Video game creation
• Airtime for kids commercials and cellphone campaign
• Travel costs for conferences
• Direct mail materials

13. EVALUATION PLAN
 Gym baseline exercise results
 Number of video game units sold
 Feedback on school lunches
 Number of schools setting up or expanding programs
 Web hits to NFL Play60 website
 Money raised during texting campaign
 Number of stations broadcasting VNR’s
 Number of medical conferences scheduled
 Online questionnaire results

14. CONCLUSION
 Trend of Childhood obesity must be reversed
 Everyone from Children, to parents to educators
must take an active role
 This campaign elevates what is currently being
done, with goal of exercise becoming second nature
not just to kids, but everyone.
 Questions?

15. REFERENCES
myFranklin.com. (n.d.). Universitylogo.jpg.
NFLrush.com. (n.d.). NFLcom-banner_655x350_v5_new.jpg .
NFLrush.com. (n.d.). widget.play60.190x60.ver2.gif.
NFL. (2011). Play60. Retrieved from www.nfl.com/play60