Arizona Nutrition Network
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Bureau of Nutrition and Physical Activity Leadership for a Healthy Arizona Arizona Nutrition Network 2010 Fruit & Veggies More Matters Social Marketing Micro-Campaign
description
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 - PowerPoint PPT Presentation
Transcript of Arizona Nutrition Network
Bureau of Nutrition and Physical Activity
Leadership for a Healthy Arizona
Arizona Nutrition Network2010 Fruit & Veggies More Matters
Social Marketing Micro-Campaign
Bureau of Nutrition and Physical Activity
Leadership for a Healthy Arizona
CAMPAIGN MESSAGING
Primary Message:
• Eat more and include a variety of fruits and veggies
Bureau of Nutrition and Physical Activity
Leadership for a Healthy Arizona
CAMPAIGN MESSAGINGSecondary 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
Bureau of Nutrition and Physical Activity
Leadership for a Healthy Arizona
WHERE WE GET OUR MESSAGE?
MARKET RESEARCH
Tools: Pre & Post Tests
Target Audience: 800 Champion Moms
Statewide: Tucson, Flagstaff, Winslow,
Phoenix, Prescott, Yuma
Bureau of Nutrition and Physical Activity
Leadership for a Healthy Arizona
New Research
• Media Usage Study complete!
• 2011 Campaign Flight Concept Testing:
Whole Grains
Get Lean on Protein
Bureau of Nutrition and Physical Activity
Leadership for a Healthy Arizona
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
Bureau of Nutrition and Physical Activity
Leadership for a Healthy Arizona
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
Bureau of Nutrition and Physical Activity
Leadership for a Healthy Arizona
Grocery Store Advertising
Bureau of Nutrition and Physical Activity
Leadership for a Healthy Arizona
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
Bureau of Nutrition and Physical Activity
Leadership for a Healthy Arizona
Educational Reinforcement Item
Bureau of Nutrition and Physical Activity
Leadership for a Healthy Arizona
Website Updates
• EatWellBeWell.org
• ComeSanoViveMejor.org
Bureau of Nutrition and Physical Activity
Leadership for a Healthy Arizona
PARTNER OPPORTUNITIES!
HELP US
RECRUIT A CHAMPION FROM YOUR COMMUNITY!
Bureau of Nutrition and Physical Activity
Leadership for a Healthy Arizona
CAMPAIGN SUMMARY
2010 FVMM Message: Eat More!
Sept. – Oct. 2010
Bureau of Nutrition and Physical Activity
Leadership for a Healthy Arizona
2010 FVMM – Media
:30 TV Spot
Bureau of Nutrition and Physical Activity
Leadership for a Healthy Arizona
2010 FVMM – Media
:60 Radio
Bureau of Nutrition and Physical Activity
Leadership for a Healthy Arizona
Website Analytics
www.eatwellbewell.org
Sue Briody
Bureau of Nutrition and Physical Activity
Leadership for a Healthy Arizona
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
Bureau of Nutrition and Physical Activity
Leadership for a Healthy Arizona
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
Bureau of Nutrition and Physical Activity
Leadership for a Healthy Arizona
Website Analytics• 2009 Monthly Visits and Page View Tracking
Bureau of Nutrition and Physical Activity
Leadership for a Healthy Arizona
Website Analytics• 2010 Monthly Visits and Page View Tracking
Bureau of Nutrition and Physical Activity
Leadership for a Healthy Arizona
Bureau of Nutrition and Physical Activity
Leadership for a Healthy Arizona
Questions? Comments? Confused? Ask Bobby B.
or Veronica Vaughn
AzNN Social Marketing Mgr.
(602) 364-3294 [email protected]
or Sue Briody
AzNN Social Marketing
(602) 364-3323 [email protected]
