CX3 Post-Conference Meeting
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CX3 Post-Conference Meeting February 9, 2010 Network for a Healthy California Media Campaign Strategies PowerPoint PPT Presentation


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CX3 Post-Conference Meeting February 9, 2010 Network for a Healthy California Media Campaign Strategies . Mary Rousseve, Interim Manager Communications and Media Team. 2010 Media Campaign . Advertising. Strategy. Consumer Opportunity:

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CX3 Post-Conference Meeting February 9, 2010 Network for a Healthy California Media Campaign Strategies

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Cx3 post conference meeting february 9 2010 network for a healthy california media campaign strategies

CX3 Post-Conference MeetingFebruary 9, 2010Network for a Healthy CaliforniaMedia Campaign Strategies

Mary Rousseve, Interim Manager

Communications and Media Team


2010 media campaign

2010 Media Campaign


Advertising

Advertising


Strategy

Strategy

Consumer Opportunity:

  • Experience synergistic feelings of responsibility and empowerment

    Responsibility/Helplessness             Responsibility/Empowerment 


Strategy cont

Strategy cont.

Main Idea:

  • Increase self efficacy and normative change

    “I can relate to those women, and I can do what they do.”


Strategy cont1

Strategy cont.

Authentic and Believable

  • The moms and dads are real, not actors, and very much like me (attitudinally, demographically)

  • There are many of them making noble changes to protect their children, families

  • It’s really difficult for them too, but they work hard to overcome the barriers


Strategy cont2

Strategy cont.

Brand Personality:

  • Empowering, change agent, champion

  • Convey champions on a more everyday, real level

  • Step up the emotions of the campaign and broaden them to include a range of feelings


Mass media

Mass Media


Pre view what s harder tv ads

Pre-view What’s HarderTV ads


Cx3 post conference meeting february 9 2010 network for a healthy california media campaign strategies

“My Rules” Outdoor Ads: Billboards, catering trucks, transit


Angeline lee and judith gaeta los angeles region

Angeline Lee and Judith Gaeta, Los Angeles Region


Sheree murphy bay area region

Sheree Murphy, Bay Area Region


Soleil deknatel north coast region

Soleil Deknatel, North Coast Region


Evelyn chavarria los angeles region

Evelyn Chavarria, Los Angeles Region


Nelly camillo carlos central valley region

Nelly Camillo-Carlos, Central Valley Region


Xinia sanchez san diego region

Xinia Sanchez, San Diego Region


Spanish radio ads

Spanish Radio Ads


Media campaign placement

Media Campaign Placement

  • Available online on the Communications and Media webpage

  • Media Markets include: Bakersfield, Chico, Eureka, Fresno, L.A., Monterey, Palm Springs, Sacramento, San Diego, San Francisco/Oakland/San Jose, Santa Barbara

  • Includes – TV ads, Spanish-language radio, and Billboards (in most areas)


Commercial break

Commercial Break


National health promotion informational coalition nhpic awards

National Health Promotion Informational Coalition (NHPIC) Awards


Awards

Awards

Fruit, Vegetable, and Physical Activity Toolbox for Community Educators (Gold Award )


Educational materials toolbox for community educators

Educational MaterialsToolbox for Community Educators


Awards1

Awards

Power Up with Fruits and Vegetables Children’s Cups of Fruits and Vegetables poster (Gold Award)


Awards2

Awards

Soulful Recipes: Building Healthy Traditions Cookbook (Gold Award)


Award

Award

Shape of Yoga (Gold Award)


Award1

Award

Inspiring Youth as Partners

(Silver Award)


Award2

Award

Food Stamp Office Resource Kit – 2

(Silver Award)


Public relations

Public Relations


Public relations theme

Public Relations Theme

Eat Right When Money’s Tight

  • Became the theme and message for 2009

  • Adopted from USDA’s new messages and web pages that provided budget friendly tips and resources

    Eat Healthy Today for a Better Tomorrow

  • Offersan overall prevention theme

  • Specific themes created for specific focus area and promotion


Eat healthy today for a better tomorrow

Eat Healthy Today for a Better Tomorrow

Fruit and Veggie Fest – May 2010

“Shop Smart for a Healthy Start”

Juneteenth – June 2010

“Healthy Ways Fuel Healthy Days”

Latino Health Awareness Month – Sept. 2010

“Healthy Change is Within Your Reach”


Communications resource library

Communications Resource Library

Online Resources

  • Communications Templates – newsletter, brochure, flyer

  • Media and PR Templates – press release, calendar release, message points

  • Champion Toolkit – updated Network messages, current theme, PR ideas for local events

  • Champion Mom Screener


Cx3 post conference meeting february 9 2010 network for a healthy california media campaign strategies

Mary Rousseve, Interim Manager

Communications and Media Team

[email protected]

(916) 449-5381

cachampionsforchange.net

networkforahealthycalifornia.net


Thank you

Thank you!


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