2. Executive Summary
The Let’s Move It campaign will provide our audience with a healthy way to live, while
promoting the Cleveland Clinic. Our audience will download are mobile application and create
a fitness community to help motivate them to stay healthy.
The target audiences of our campaign are technologically savvy individuals in the
greater Cleveland area between the ages of 18-54. They will have a salary of twenty thousand
to one-hundred thousand so that they can purchase the technology necessary to our campaign.
The goal of the Let’s Move It campaign is to motivate people to eat right, exercise, and
choose the Cleveland Clinic as their medical provider. Our objectives are to have our program
engage and motivate our audience and their social networks to improve their wellness while
tracking via virtual tools throughout the 2012 year. The participants in the program will
decrease bad behaviors and increase good behaviors over the next year.
TV commercials, print ads, billboards, promotional events and materials, and mobile
applications will be used to engage our audience and inform them about the Cleveland Clinics
Let’s Move It campaign. Local television and print media will be used at outlets to reach our
local audience.
The diffusion of innovation theory will be uses to create our wellness program to
motivate, educate, and track goal performance of individuals and their social networks. We will
also use the social norms theory as a guide in how we anticipate that people will become
familiar with the application. The campaign will take place over the next year.
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3. Our evaluation of the campaign includes surveys placed on or website, links on our
website so that our audience can give us direct feedback, tracking of application downloads,
tracking of the amount of attendees to our Let’s Move It events, followed by post event
surveys, and the tracking of inventory of the amount of promotional materials handed out.
Background Purpose and Focus
The mission of the Cleveland Clinic is to provide better care of the sick, investigation
into their problems, and further education of those who serve. The objectives of the Cleveland
Clinic is to carry this mission and foster the group practice of medicine, the Cleveland Clinic
must: excel in specialized medical care supported by comprehensive research and education;
develop, apply, evaluate, and share new technology; attract the best qualified medical, scientific,
and support staff; excel in service; provide efficient access to affordable medical care; and ensure
that Cleveland Clinic quality underlies every decision.
The vision of the Cleveland Clinic is to strive to be the world‟s leader in patient
experience, clinical outcomes, research and education. When the Cleveland Clinic welcomed its
first on February 28, 1921, its mission was clearly in place: “Better care of the sick, investigation
into their problems and further education of those who serve.” The doctors who founded
Cleveland Clinic, drawing from military medicine, believed in diverse specialists working and
thinking as a unit. This kind of cooperation, efficiency and shared vision has fostered excellence
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4. in patient care, research and education. These principles endure today at Cleveland Clinic, a
nonprofit group practice.
Inspired by the efficiency of World War 1 medicine, George Cripe Sr., Frank Bunts, and
William Lower, and John Phillips opened the Cleveland Clinic on February 28, 1921 as a non-
profit group practice, dedicated to patient care enhanced by research and education as a 4 story
building. But by 1924 a hospital was added and new research facilities were completed.
By 1950 heart care was making news. Cleveland Clinic cardiologist F. Mason
Sones discovered moving cine-coronary angiography, a way of seeing into the heart. And
discovered heart attacks were caused by coronary occlusion. In 1967, Cleveland Clinic surgeon
Rene Favaloro performed the world‟s first published coronary artery bypass.
They launched the modern era of heart care. First Rate cardiologists and cardiac
surgeons came to work and train at the Cleveland Clinic. In the 1980‟s and 90‟s the size of the
Cleveland Clinic campus doubled. They built a new outpatient building, new hospital, The Cole
Eye Institute, Lerner Research Institute, the Taussing Cancer Center, and 16 family health and
surgery centers.
Each institute in the Cleveland Clinic treats a single disease or organ system
under a single roof. Physicians and surgeons collaborate. Today the Cleveland Clinic is an
integrated healthcare delivery system, linked by electronic medical records and critical care
transport. Wellness and patient experience have become priorities. The Cleveland Clinic is still
a non-for-profit group practice with a mission of patient care, research and education.
A pioneer in the development of health information technology, the Cleveland
Clinic has integrated its system and, an extensive electronic medical records system. This
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5. system includes participating community physicians and patients, who are able to access test
results and portions of their medical records at home via the internet.
Cleveland Clinic research is leading the way in tissue regeneration, the genetics of
heart disease, and breast cancer, and large-scale clinical trials of cardiovascular medicines. The
Cleveland Clinic sees more complete medical cases than any comparable hospital in America
according to the Center for Medical Services.
In the future, the Cleveland Clinic will continue to grow to serve greater
Cleveland, Northeast Ohio, and to provide the finest medical care to all who would benefit from
our unique model of medicine.
According to the Centers for Disease Control and Prevention the amount of adults 18
years of age and over who engaged in regular leisure-time physical activity is 35 percent and the
amount of adults 18 years of age and over who engaged in no leisure-time physical activity is 33
percent. And only one-third of adults complied with heart healthy behaviors. 34 percent of
adult‟s age 20 years and over are obese, and 34 percent of adults 20 years and older are
overweight.
Excess body weight is associated with excess morbidity and mortality. Obesity is also
associated with increased risk of heart disease, stroke, some cancers, diabetes, osteoarthritis, and
disability. Diet, physical inactivity genetic factors, environment, and health conditions
contribute to overweight and obesity.
Due to the standards of the Cleveland Clinic and the findings of the Centers for Disease
Control and Prevention the focus of our campaign will take all of the Cleveland Clinics attributes
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6. and use them to teach our audience about living a healthier lifestyle; through eating better,
exercising and keeping a healthy support system.
The Purpose of our campaign is to integrate social networks with an application we‟ve created,
the Lets Move it website, and its scheduled activities in a way that motivates people to live a
healthier lifestyle.
Situation Analysis
The internal strengths our plan will maximize will be that the Cleveland Clinic is on of
America‟s top 4 hospitals, it has been around for 90 years, it‟s a leader in cardiology, and it‟s the
second largest employer in Ohio. The strengths of our campaign are that we are offering people
a healthy lifestyle and an opportunity to prevent disease and death. Our application is convenient
to use and can be taken with you on the go, and through our program we are turning exercise into
competition that will act as a motivator for our target market.
The internal weakness of our campaign is the lack of people‟s motivation to exercise, the
psychological barriers such as addictions to smoking, alcohol, and food, and the lack of
knowledge of how to eat right and exercise and the lack of knowledge of people have of social
networks and technology.
The external opportunities that we will take advantage of are that the Cleveland Clinic
research is leading the way in tissue regeneration, and the genetics of heart disease. Also the
Cleveland Clinic prides itself on research and the education of patients and staff. The
opportunities that our campaign will take advantage of are people who are already concerned
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7. with their health and fitness, and technologically savvy individuals who will take advantage of
combining their love of technology with a healthy lifestyle.
The major threats to our campaign are people‟s inability to use the application and
connecting it to their social networks. Other applications and campaigns similar to ours such as
the Lose it app for I phone and I pad. Another major threat to our campaign would be the two
competitors of the Cleveland Clinic University Hospitals, and Lake Hospital Systems
With the application Lose It the average loss per user is 12.3 pounds. 86 percent of the
active users have loss weight, and 96 percent of users who use the app for 4 weeks lose weight.
A campaign similar to our Let‟s Move It campaign would be the Lets Move campaign designed
by first lady Michelle Obama. It helps you plan meals and exercises and share your success with
others on the website. There‟s also something called the presidents challenge where audiences
take a 6 week challenge and earn rewards. I think with the integration of the competition aspect
of our campaign people will lose even more weight, and with the Cleveland Clinic backing it
people will be more willing to trust that it works.
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8. Intended Audience
The demographics of our audience are males and females age 18-54 which would include
Millennial‟s, Generation X-er‟s, and Baby boomers with an annual income of 20,000 to 100,000
a year, this includes the working class, middle class, upper middle, lower upper, and upper. We
want our audience to be able to afford technological products. Our audience will be people who
have technology readily available to them in order to take advantage of our application and the
website.
Geographic‟s of our audience will be people who live in the Greater Cleveland Area.
The psychographics of our audience are achievers, strugglers, intellectuals, and the common
person. Our campaign will include the very active individual to the extremely lazy we want to
motivate everyone. And we want our audience to be technologically savvy
You would describe the personality types of our audiences technology savvy, ambitious,
compulsive, health conscience, or even unconcerned with their health. The behaviors of our
audience would be individuals who exercise daily, watch what they eat, or people who will eat
anything and don‟t exercise at all. We want people who use a smart phone, computer, and social
networks.
We want the individuals who are motivated and health conscience to the individuals who
are unconcerned with health and rather lazy. The Cleveland Clinic has a rich history of
promoting disease prevention and wellness, and promotes quite a few wellness events for its
consumers. So we want this to be important to our audience. We want to get the common adult
involved with their heath, and get their friends to join them.
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10. Goals and Objectives
Our behavioral goals are for our audience to download the Cleveland Clinics application
and have them connect the application to their social networks. We want to have our audience
recruit friends and family members from personal social networks to participate. We want them
to start to compete in the social activities in our virtual wellness program on the Lets Move It
website.
Our knowledge goals are to have our audience understand personal and psychological
barriers to wellness. We want them to know how to eat right, get fit, and prevent illness. Our
audience should know how to use the virtual tools provided to them to track their health and
apply it to their social networks.
Our belief goals we want our audience to believe is that making healthy choices will
increase personal happiness and overall wellness. We want our audience to believe that social
support can increase motivation and improve their fitness results.
Our overall campaign goal is to motivate people to eat right, exercise, and participate in
the Cleveland Clinics Lets Move It campaign. We want to create a wellness program that will
help to motivate, educate, and track goal performance of individuals and their social networks.
We want to engage and motivate individuals and their social networks to improve wellness
through the use of our virtual tools and healthy competition.
Our objectives will focus on the development of our social wellness program and how it
users will successfully implement it. Through a variety of communication channels we will
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11. connect with participants to promote the use our virtual wellness tools and the Lets Move It
website.
Our behavioral objectives are to have 10,000 downloads of our application by april 30,
2012, have Facebook, Twitter, and Google Plus added to 75 percent of the downloaded
applications by July 31, 2010, and have each person invite 10 friends to join the network by Aug
31, 2012. We want our audience to participate in one social activity from the virtual wellness
program by December, 31 2012.
Our knowledge objectives are to have our audience examine personal psychological
barriers by April 30, 2012. Such as lack of motivation and addictions, we want our audience to
subscribe to a newsletter with topics such as how to eat right, get fit, and prevent illness by April
30, 2012. We want our audience to familiarize themselves our social network program by April
30, 2012.
The belief objectives of our campaign are to have our audience believe that making
healthy life choices will increase their overall happiness and wellness and to believe that social
support and healthy completion increases motivation and improves results.
Our campaign objectives are to have our program engage and motivate individuals and
their social networks. To improve wellness, while tracking via virtual tools throughout 2012, the
participants in the program will decrease bad behaviors by 20 percent and increase healthy
behaviors by 20 percent by 2012.
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12. Target Market Barriers, Benefits & the Competition
We plan to use the diffusion of innovation theory to create a wellness program that will
help to motivate, educate and track goal performance of individuals and their social networks.
The program will tap into understanding and eliminating perceived psychological barriers and
motivation through peer teamwork and competition. We also hope that consumers will help in
getting their peers to use our apps and visit our site.
Barriers our audience may have to adopting the desired behavior is lack of motivation,
lack of knowledge, lack of a computer or phone, and lack of time. Also a barrier for our
audience might be additions to food, smoking and alcohol.
Benefits of our campaign are that it uses an individual‟s social network and friends as key
motivators. The process begins with a small percent of 2.5 innovative thinkers. These adopters
are drawn to the novelty and have a need to be different. They are followed by an early adopter
segment of 13.5 percent who are drawn by the social products intrinsic value. A third early
majority segment of 34 percent perceived the spread of a product and decided to go along with it,
out of their need to match and imitate. The late majority of 34 percent jump on the bandwagon,
and the remaining segment of 16 percent follow suit as the product attains popularity and broad
acceptance. So to adapt this to our campaign we are hoping through commercials and print ads a
small group will download our application, which will bring attention to the website also then as
the application appears on Facebook, Twitter, and Google Plus more will adopt it out of
curiosity, and finally the rest will download it just because others are doing it.
It‟s also a fast and easy way to track nutrition and exercise while on the go. Since the
application is on your phone the consumer has nutritional information where ever they are and
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13. the tracking of exercise can also be done anywhere. The application will present the users with a
nutrition guide of a wide variety of foods and give examples of simple exercises to complete
along with the calories burned while doing a specific amount of reps. And the process of the
application to help our audience to lose weight will motivate them to download it and to visit the
Cleveland Clinic Website.
Compelling alternative behaviors would be smoking, eating fast food, drinking alcohol,
not exercising. Benefits associated with these behaviors would be the comfort and stress relief
gained through these activities, or just not wanting to exert the extra energy. The cost of these
activities can be cancer, gaining weight, becoming unhealthy, and morbidity.
Our competition is University Hospitals and Lake Hospital Systems. They have been
around longer than Cleveland Clinic and their missions and visions are similar to the Cleveland
Clinics.
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14. Positioning Statement
We want adults between the ages of 18 and 54 who are technologically savvy to see
downloading the Cleveland Clinics fitness application as beneficial to their health and lifestyle
and as more important and beneficial than staying inactive and uninvolved in their health.
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15. Marketing Strategies
Our audience will perceive the benefits of our campaign to be the improvement and
maintenance of good health and overall wellness. Whether they want to stay in shape or simply
start a new program the benefit for both groups will be positive health and fitness results through
social support and technological motivation. This program will encourage 5 key behaviors:
1. Register as a user on letsmoveit.org via web site or mobile app
2. Use app or web site to set fitness/nutritional goals
3. Recruit friends and family from personal social network to join and participate
4. Participate in Let‟s Move It! events
5. Challenge other users to succeed thru „healthy‟ competition
Strategy #1: Motivate app users through virtual rewards.
Tactics:
Develop app that tracks personal performance goals and challenges.
Develop app that visually rewards users for engaging in program.
Tie physical rewards to virtual rewards.
Product: The core product will be the health benefits that users will experience after
participating in the program. The users will feel better both physically and mentally. They will
also contribute to wellness in the long-term by preventing disease.
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16. The actual products are the tasks associated with regularly using the app or website to track their
health goals and interact with the Let‟s Move It community. First, we expect users to register on
either the web site or by downloading the app. Next we want them to recruit their friends and
family in their personal social networks to join in the program. Lastly, we want the users to input
their fitness goals and calories counts.
We will supply users with augmented products to accomplish these tasks. Our plan is to
redevelop the current Cleveland Clinic app to include the tracking abilities, social connections,
and healthy competition aspects we have planned. We will also remodel the current web site to
mirror this functionality.
Price: Use of the Let‟s Move It web site and the ability to download our app will be free of
charge. The only requirement is that the user owns a smart phone or has access to the internet.
On the non-monetary side of things, users will need to invest a significant amount of time to use
our products to the fullest. However, we hope that the social connections and virtual rewards will
motivate them to integrate it into their existing social networking routines. For example, utilizing
our app to post status updates, or by challenging a friend to a game of fitness.
Place: Users can download our app from major mobile app stores. (e.g. iTunes) The web site
will be available to anyone with internet access. We also expect that our users will help to spread
the word about our products and by posting links for others to sign up on their social networks.
Promotion: We will use TV, print, and a billboard to promote our message and encourage users
to download the app, or sign up via the web site.
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17. Strategy #2: Increase participation in Let’s Move It! events.
Tactics:
Hold quarterly events to promote fitness and health education
Registered users will earn virtual points for participation
Product: The core benefits that our audience will obtain for attending our events is improved
overall wellness through community support.
The actual product of our events will be composed of a variety of healthy behaviors, including
physical challenges and educational activities. We want members to attend these events and
bring their social networks.
During the event we will reward those who attend by passing out promotional items, such as
water bottles and bumper stickers.
Price: Events will be free and only require a person‟s time and energy to attend.
Place: We will vary the location of the events to reach out to both the East and West sides of the
Cleveland metropolitan area, staying in Cuyahoga County to ensure it remains somewhat central
to the Cleveland Clinic‟s main campus.
Promotion: We will use our app and web site to promote the events. We will also be able to
communicate with users via email once they have registered with Let‟s Move It.
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18. Strategy#3: Increase registration to Let’s Move it!
Tactics:
Improve upon existing app to drive users to download and utilize.
Advertise LetMoveIt.org via billboard, print, television, and event promotions.
Entice tech savvy individuals to download app, so that they can recruit their own personal
social networks to participate.
Strategy #4: Drive healthy communications to registered members via email.
Tactics:
Send weekly email to registered users to reinforce the message of health and wellness.
Product: Keeping users regularly informed on health and wellness tips will help them integrate
our desired behaviors into their lives. By giving them tips and tricks that help them accomplish
their goals we solidify our relationship with them.
Price: Emails are free, so monetary cost is not an issue. The challenge will be balancing their
desire for healthy information with the perception that they are being spammed. Our emails must
be perceived as wanted mail and not unwanted.
Place: Obtaining a valid email address is an easy way to stay connected with existing or
potential users. It is personal and allows us to communicate and advertise with our users
effectively.
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19. Evaluation & Monitoring
Our campaign containing several areas in which we can obtain data for evaluation and
monitoring. In order for this campaign to be successful the following measurements will be true:
Increase the number of app downloads by 100%
Increase the number of newly registered users on LetsMoveit.org by 150%
Increase the number of people that attend Let‟s Move It events by 75%
These final tallies of participation will help evaluate the return on investment for the
overall campaign. During the campaign we will also allow users to share their opinions in a
variety of ways. These feedback tools will allow us to monitor progress throughout the
campaign and make adjustments based on direct user feedback:
Link on web site requesting feedback
Survey emailed to users 30 days after they register, requesting feedback on initial
experiences
Post-event surveys will be emailed to users to gather feedback on the quarterly
events.
We will also survey random individuals who may or may not be registered users to gauge
their awareness of the campaign. All of these tactics will be electronic and will be easy to
distribute with minimal costs.
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20. Budget:
Budget Unit price Quantity Total
Men's t-shirts $9.49 2000 $18,980.00
Women's t-shirts $9.49 2000 $18,980.00
Water Bottle $3.89 5000 $19,450.00
Bumper Sticker $0.12 10000 $1,200.00
$0.00
TV airtime $100,000.00 5 $500,000.00
Billboard $60,000.00 5 $300,000.00
Print Ad $10,000.00 10 $100,000.00
Events $10,000.00 4 $40,000.00
TOTAL: $998,610.00
Men's t-shirts
Women's t-shirts
Water Bottle
Bumper Sticker
TV airtime
Billboard
Print Ad
Events
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21. Implementation Plan:
Responsibility/L me Measures of Timing
ead Achievement
Mobile App Mutual Mobile Increased Knowledge Number of April, 30 2012
Creation of Cleveland Clinic Downloads and
and Lets Move it Amount of social
campaign networking friends
added
TV Advertising Production Hub Increased Knowledge Surveys about Let's Prime time
of the Cleveland Move it campaign
Clinic and Let's Move
it campaign
Let's Move it Events Group A Handing out Amount of people December, 01
Advertising promotional attending the event 2011 - January, 01
materials and gaining 2013
likeability in the
community
Print Ads Group A Promotion of Let's Amount of April-October
Advertising Move it campaign magazines ad of 2012
and the Cleveland appears in and
Clinic in health and amount of that
fitness magazines publication being
bought
Billboards Outdooradvertis Multiple billboards in Research the amount April-October
ing.com the Greater of people who travel of 2012
Cleveland area that highway in a
given day
Promotional Consolidated Creation of Shirts, Keeping inventory of December, 01
Materials Graphics Group, water bottles, amount handed Out 2011 -January, 01
Inc. bumper stickers, 2013
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23. Appendix:
The style of the campaign connects with words such as:
Modern Movement Fresh
Tech savvy Clean Mobile
Sleek Light Social
The color palette uses the current Cleveland Clinic‟s logo with blue and green along with
some neutrals. This monochromatic palette
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27. Storyboard:
90 Years of innovation in Northeast Ohio; Cleveland …the Let’s Move It mobile app. Track fitness and
Clinic has created a new twist to wellness… nutrition goals; compete with your friends and family.
Do it for your friends; Do it for your family;
Do it for yourself. Join the movement. Download the App on
iTunes or letsmoveit.org.
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29. References
Witte, L. (1992). Putting the fear back into fear appeals: the extended parallel process model.
Communication Monographs, 59, 329-349
Witte, K. (1994) Fear Control and Danger Control: A test of the extended parallel process model.
Retrieved October 05, 2011, from Wikipedia: Extended Parallel Process Model
Web site: http://www.en.wikipedia.org/wiki/Extended_Parallel_Process_Model
Ogden J. (2007). Health Psychology: A Textbook. Retrieved October 6, 2007, from Wikipedia: Health
Belief Model Web site: http://www.en.wikipedia.org/wiki/Health_Belief_Model
Kotler, P., & Lee, N. R. (2008). Social Marketing: Influencing Behaviors for Good. In P. Kotler, & N. R. Lee,
Social Marketing: Influencing Behaviors for Good (pp. 123-124). London: Sage Publications.
Haines, D. J., Davis, L., Rancour, P., Robinson, M., Ned-Wilson, T., & Wagner, S. (2007). A Pilot
Intervention to Promote Walking and Wellness and to Improve the Health of College Faculty and
Staff. Journal of American College Health, 55(4), 219-225. Retrieved from EBSCOhost.
Brinthaupt, T. M., Kang, M., & Anshel, M. H. (2010). A delivery model for overcoming psycho-behavioral
barriers to exercise. Psychology of Sport & Exercise, 11(4), 259-266.
doi:10.1016/j.psychsport.2010.03.003
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