1. 
WALKING AT WISNER
Making Your Time, Active!

2. Sponsors
 State of Michigan
• Pontiac Schools
 Baldwin Center
Oakland County BHC implementation Grant
provided by the state of Michigan to the
Baldwin Center to increase physical activity
through increased utilization of the walking
track at Wisner Stadium.

3. Population of Pontiac
Population 66,000, 48:51 males/females
 34.5% African American
 12.8% White
 2.8% Hispanic
 (Out of 47.9% who responded)
Median Household income (2009) $32,199
Families below poverty: 24.3%
Diabetes:
Michigan 9.7%
Pontiac 8.8%
Obesity:
Michigan 29.7%
Pontiac 25.6%

4. Purpose
The Purpose of the Wisner Center Social
Marketing Campaign of is to increase the
number of residents who engage in physical
activity by using the Wisner Track
throughout the year.

5. Benefits of Walking
 Lower LDL cholesterol
 Raise HDL cholesterol
 Lowers blood pressure
 Reduces risk of or manages type 2 diabetes
 Manages weight
 Improves mood
 Helps you stay strong and fit
Research shows that regular, brisk walking can
reduce the risk
of heart attack by the same amount as more
vigorous exercise (Mayo Clinic).

6. Focus of the Campaign
Purpose Statement: Due to the Health
Benefits of walking, utilization of the
track at the Wisner Stadium will increase
the overall health of the individuals with
in the Pontiac Community who use the
track for physical activity such as walking.

7. Conduct a Situational Analysis

9. Current Programs at
Baldwin
• Wednesday Morning Yoga
• 5 attendees
• CATCH After School
Program
• Trips For Kids
• Health Screenings
• Blood Pressure
• Diabetes

10. Similar Health Campaigns
Let’s Move & Play60
 Children’s Health
Campaign to End Obesity
 Active Healthy Lifestyles
REACH US
 Racial and Ethnic
Approaches to Community
Health
OU Walks!
 Promotes Walking For Health

11. Purpose: Age Group 18 - 45
 Increased Social Interaction
 Primary, Secondary and
Tertiary Prevention
 Desire for Healthier Lifestyle
 Physical Activity Levels
Decrease
 Healthy People 2020
 More then 80% of adults
are not meeting the
exercise guidelines

12. Set Marketing Objectives and Goals

13. Behavior Objective
 To increase the number of residents
who aspire to engage in physical
activity by using Wisner Stadium
throughout the year.

14. SMART walking to a healthier future.
The SMART way to increase individuals (particularly
Pontiac residents) overall desire to want to walk for
exercise.
This goal is specific, measurable, achievable, relevant
and time-bound. Accordingly, it will aide in Pontiac and
surrounding communities developing the desire to want
to walk at Wisner.

15. Aiming for a specific achievement…
To make the residents of Pontiac and surrounding
communities aware of Wisner Stadium; consequently,
increasing the amount of residents that meet the
minimum recommended amount of physical activity
through the increased use of Wisner Stadium.

16. Now that a goal has been established, how
will it’s success be measured??
 Incorporate Walking at Wisner information
within the Baldwin Center’s monthly
newsletter.
 For the launch of the Walking at Wisner
campaign, post information on the home
page of baldwincenter.org website for the
remaining residents of Pontiac and other
communities.
 Encourage word of mouth promotion of
Walking at Wisner.

17. Visit the baldwincenter.org

18. Factors Influencing Adoption of the Behavior
Perceived barriers to targeted behavior:
 Safety, time, health, motivation, energy, family
Potential benefits for targeted behavior
 Physical health, mental health, relationships
Competing behaviors/forces
 Environmental factors, limited to walking
Influence of Important Others
 Friends, co-workers, employers and family

19. Walking At Wisner Survey
1. Gender: Female or Male Age (years) : <18 18-35
35-55 55-70
>70
2. Do you currently belong to a gym/fitness center?
Yes
No
3. If yes, than how many times do you attend per week? Never <1 1-2 3-4
>4
4. How often do you walk for exercise per week? Never <1 1-2 3-4 >4
5. When you walk for exercise, how many minutes do you walk? n/a <30 30-60
>60
6. Typically, do you walk:
solo with a partner in a group
1. (What is your preference? solo with a partner in a group)
7. What currently limits you from walking? (Check all that apply)
___Family/children
___Work
___Unsafe neighborhood
___Lack of motivation
___Injury/health problems
8. If applicable, how does this limit you from walking?_______________/Other

20. Survey: Walking for Exercise
Oakland to Oakland Baldwin Center
>4 5
3<>4 19
Days Per Week
1<>2 17
<1 3
Never 6
0 5 10 15 20
# of Times

21. Survey: Minutes Walked for Exercise
Oakland to Oakland Baldwin Center
0
>60 7
0
30-60 16
Minutes
Minutes
<30 17 0
N/A 8 0
0 5 10 15 20 0 1 2 3 4
# of People # of People

22. Survey: Walking Styles
Oakland to Oakland Baldwin Center
3
0 0
0 0
15 Solo
With a Partner 0
In a Group
All
32

23. Survey: Walking Preferences
Oakland to Oakland Baldwin Center
Solo 0
7 0
With a Partner
In a Group 0
19 All 0
0
9
13

24. Survey: Walking and Health
Importance on Health Walking Limitations
0 0 0
0 0 0
2
8 Not Important
Somewhat Important
Very Important
0
38

25. Positioning Statement
For individuals in the Pontiac community,
walking at Wisner is the facility that delivers
numerous health and social benefits because
only walking at Wisner is easily accessible, safe,
available to everyone all days of the week, at no
cost.

26. Establish Budget and Find Funding
 $500 per target audience
 Potential Funding Sources
 St. Joseph’s
 HOP Health Oakland
Partnership
 POH Pontiac Osteopathic
Hospital
 REI – Outdoor Gear

27. 
Age Group 18 - 45

28. Catch Ya at Wisner!
Health Related Giveaways
 Donated by Local
Organizations
 Pedometers
 Water Bottles
 T-Shirts
 Walking Shoes

29. Catch Ya at Wisner! Marketing
 Guerrilla Marketing
 Viral Marketing
 Presence
Marketing
 Buzz Marketing
 Marketing
Literature