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1. Arizona Nutrition Network 2010 Fruit & Veggies More Matters
Social Marketing Micro-Campaign
3. CAMPAIGN MESSAGING Secondary Messaging:
Be a Champion for Change
Little steps can make a big difference
Try to include fruits and vegetables in every meal
Visit Farmers’ markets or buy local, in-season produce
4. WHERE WE GET OUR MESSAGE?
Tools: Pre & Post Tests
Target Audience: 800 Champion Moms
Statewide: Tucson, Flagstaff, Winslow,
Phoenix, Prescott, Yuma
5. New Research
Media Usage Study complete!
2011 Campaign Flight Concept Testing:
Get Lean on Protein
6. FVMM Campaign @ a Glance :30 TV Spots and :60 Radio Spots
Web Site Updates
New FVMM Champion Moms
Grocery Store Ads – Floor Clings
7. FVMM CAMPAIGN NEW! NEW! NEW!
New BOLD color palette on all marketing materials
New “window” concept
Introducing the Champion Mom Tip # series
New Community Outreach Tool Kit
8. Grocery Store Advertising
9. 2010 FVMM Campaign Materials Fun Food News: Adults, Kids & Seniors
Poster: Adults & Kids
Event in a Box: Preschool, Elementary School, Adult Editions - Certificates, Event Posters, Activity Sheets
10. Educational Reinforcement Item
11. Website Updates
12. PARTNER OPPORTUNITIES!
RECRUIT A CHAMPION FROM YOUR COMMUNITY!
13. CAMPAIGN SUMMARY
2010 FVMM Message: Eat More!
Sept. – Oct. 2010
2010 FVMM – Media
:30 TV Spot
2010 FVMM – Media
16. Website Analytics www.eatwellbewell.org
17. Website Analytics What data do we collect?
Monthly page views
Average page views per visit
Average time on website
Date of most visits/least visits
Top page visits
18. Website Analytics Most Popular Pages?
Time Spent on the site?
2009 average 2:00 minutes – 6:00 minutes
2010 average 2:47 minutes – 6:00 minutes
19. Website Analytics 2009 Monthly Visits and Page View Tracking
20. Website Analytics 2010 Monthly Visits and Page View Tracking