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.
Changing mindsets, rebuilding lives: Celebrating 25 years of First World Cup ...
White paper for be fit campaign
1. 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
2. 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
3. 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
4.
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
5. -‐ 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
6. 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
7.
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
8. 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
9. 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
10. 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
11. 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
know
All
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
12. 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
13. 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
14. • 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
15. 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
16.
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
17. 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
18. 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
19.
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
20. Step
7.
Budgeting
and
funding
sources
Costs Funding Sources
Product-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 good
Price 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
21. – 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
22. – 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
23. Step
8.
Complete
and
implementation
plan
8.1
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 Evaluation
Introduction Valeria 1 day 04-04-2013 12-04-2013 Yes
Phase 1 Valeria/Michael 1 week 04-04-2013 18-04-2013 Yes
1.1 social issue Valeria/Michael 1 week 04-04-2013 04-04- 2013 Yes
1.2 focus Valeria/Michael 1 week 04-04-2013 04-04-2013 Yes
1.3 purpose Valeria/Michael 1 week 04-04-2013 04-04-2013 Yes
1.4/1.7 Swot Valeria/Michael 1 week 04-04-2013 04-04-2013 Yes
1.8 similar Valeria/Michael 1 week 04-04-2013 04-04-2013 Yes
1.9 formative Valeria 2 weeks 04-04-2013 18-04-2013 Yes
research
Phase 2 Valeria 2 weeks 04-04-2013 17-04-2013 Yes
2.1 target Valeria 2 weeks 04-04-2013 17-04-2013 Yes
audience
2.2 primary Valeria 2 weeks 04-04-2013 17-04-2013 Yes
2.3 secondary Valeria 2 weeks 04-04-2013 17-04-2013 Yes
Phase 3 Michael 1 week 11-04-2013 17-04-2013 Yes
objectives
3.1 behavior Michael 1 week 11-04-2013 17-04-2013 Yes
3.2 knowledge Michael 1 week 11-04-2013 17-04-2013 Yes
3.3 belief Michael 1 week 11-04-2013 17-04-2013 Yes
3.4 goals Michael 1 week 11-04-2013 17-04-2013 Yes
Phase 4 Michael 1 week 11-04-2013 17-04-2013 Yes
4.1 current Michael 1 week 11-04-2013 17-04-2013 Yes
behavior
4.2 what do Michael 1 week 11-04-2013 17-04-2013 Yes
they know
4.3 what do Michael 1 week 11-04-2013 17-04-2013 Yes
they believe
4.4 benefits Michael 1 week 11-04-2013 17-04-2013 Yes
4.5 costs Michael 1 week 11-04-2013 17-04-2013 Yes
4.6 barriers Michael 1 week 11-04-2013 17-04-2013 Yes
4.7 alternating Michael 1 week 11-04-2013 17-04-2013 Yes
behaviors
4.8 benefits Michael 1 week 11-04-2013 17-04-2013 Yes
4.9 costs Michael 1 week 11-04-2013 17-04-2013 Yes
Phase 5 9P’s Michael 1 week 11-04-2013 17-04-2013 Yes
5.1 Product Michael 1 week 11-04-2013 17-04-2013 Yes
5.2 Price Michael 1 week 11-04-2013 17-04-2013 Yes
5.3 Place Michael 1 week 11-04-2013 17-04-2013 Yes
23
24. 5.4 Promotion Michael 1 week 11-04-2013 17-04-2013 Yes
5.5 Purse Michael 1 week 11-04-2013 17-04-2013 Yes
strings
5.6 Proposition Michael 1 week 11-04-2013 17-04-2013 Yes
5.7 Publics Michael 1 week 11-04-2013 17-04-2013 Yes
5.8 people Michael 1 week 11-04-2013 17-04-2013 Yes
5.9 partnership Michael 1 week 11-04-2013 17-04-2013 Yes
Phase 6 Valeria 1 week 11-04-2013 17-04-2013 Yes
6.1 Evaluation Valeria 1 week 11-04-2013 17-04-2013 Yes
6.2 Valeria 1 week 11-04-2013 17-04-2013 Yes
methodologies
6.3 techniques Valeria 1 week 11-04-2013 17-04-2013 Yes
6.4 how will be Valeria 1 week 11-04-2013 17-04-2013 Yes
measured
Phase 7 Valeria 1 week 11-04-2013 17-04-2013 Yes
7.1 product Valeria 1 week 11-04-2013 17-04-2013 Yes
related
strategies
7.2 Price Valeria 1 week 11-04-2013 17-04-2013 Yes
related
strategies
7.3 place Valeria 1 week 11-04-2013 17-04-2013 Yes
related stratgies
7.4 promotion Valeria 1 week 11-04-2013 17-04-2013 Yes
related
strategies
7.5 evaluation Valeria 1 week 11-04-2013 17-04-2013 Yes
strategies
7.6 potential Valeria 1 week 11-04-2013 17-04-2013 Yes
funding
7.7 what Valeria 1 week 11-04-2013 17-04-2013 Yes
strategies
Phase 8 Michael 1 week 11-04-2013 17-04-2013 Yes
8.1 what phases Michael 1 week 11-04-2013 17-04-2013 Yes
8.2 Michael 1 week 11-04-2013 17-04-2013 Yes
implemtation
plan
Format Michael/Valeria 1 day 17-04-2013 18-04-2013 Yes
24