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Arizona Nutrition Network

Arizona Nutrition Network. 2010 Fruit & Veggies More Matters Social Marketing Micro-Campaign. CAMPAIGN MESSAGING. Primary Message: Eat more and include a variety of fruits and veggies. CAMPAIGN MESSAGING. Secondary Messaging: Be a Champion for Change Little steps can make a big difference

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Arizona Nutrition Network

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  1. Arizona Nutrition Network 2010 Fruit & Veggies More Matters Social Marketing Micro-Campaign

  2. CAMPAIGN MESSAGING Primary Message: • Eat more and include a variety of fruits and veggies

  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? MARKET RESEARCH 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: Whole Grains Get Lean on Protein

  6. FVMM Campaign @ a Glance • :30 TV Spots and :60 Radio Spots • Web Site Updates • New FVMM Champion Moms • Collateral Materials • Grocery Store Ads – Floor Clings • Community Outreach

  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 Recipe Cards Event in a Box: Preschool, Elementary School, Adult Editions - Certificates, Event Posters, Activity Sheets ERI: Steamer

  10. Educational Reinforcement Item

  11. Website Updates • EatWellBeWell.org • ComeSanoViveMejor.org

  12. PARTNER OPPORTUNITIES! HELP US RECRUIT A CHAMPION FROM YOUR COMMUNITY!

  13. CAMPAIGN SUMMARY 2010 FVMM Message: Eat More! Sept. – Oct. 2010

  14. 2010 FVMM – Media :30 TV Spot

  15. 2010 FVMM – Media :60 Radio

  16. Website Analytics www.eatwellbewell.org Sue Briody

  17. Website Analytics • What data do we collect? • Monthly report • Monthly visits • 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? • Kids/Games • Parents/Recipes • Partners/Resources • 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

  21. Questions? Comments? Confused? Ask Bobby B. or Veronica Vaughn AzNN Social Marketing Mgr. (602) 364-3294 vaughnv@azdhs.gov or Sue Briody AzNN Social Marketing (602) 364-3323 briodys@azdhs.gov

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