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               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	
  
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	
  
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	
  
                                                                                 	
  
                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	
  
-­‐ 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	
  
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	
  
 
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	
  
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	
  
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	
  
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	
  
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	
  
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	
  
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	
  
•         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	
  
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	
  
 

	
  

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	
  
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	
  
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	
  
 
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	
  
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	
  
– 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	
  
– 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	
  
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	
  
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	
  

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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