COREPromoting healthy living in the Erie area 100 State Streetthrough body and mind Erie, PA 16507

814-505-7289www.coreliving.com

Erica Biby – Dan Hoffman – Marcus Needham – Sydney Sample

I. PurposeA brief company history and mission statement on company profile pageIt was a cold January night when four friends came together to solve their health problems. The dining hall food and late night fast food runs had taken their toll on both body and wallet. Spending more for greasy, heavy foods no longer seemed fun or “so college” anymore.

a. “There has to be something more for young people than instant noodles. We should be in the prime of our life,” remarked founding member Marcus Needham. “There has to be another way.” That is how CORE came to be.Our organization was founded on the idea that healthy living starts with the mind. We are not out to trick, deceive, or push ideas that simply do not work. Wellness is a gift, and we want everyone to have this gift.

b. CORE is a group of individuals who came together to bring a healthy lifestyle into the Erie area.  We aim to educate Erieites and help them achieve the right balance of a healthy diet and excessive to improve their lives.  We have seen that Erie is ranked among the fattest cities in America and we want to change that by helping the people who live here. The purpose of this campaign is to introduce a healthy sustainable lifestyle in the Erie area and improve the lives of its citizens.

II. Opportunities We are creating opportunities for undecided Erie citizens to explore and pursue healthy living through our on-campus university visits, our attendance in to be determined community events, our partnership program with the ANNA shelter, and through our big event – our Core Fun Run. These opportunities will appeal to our targeted audience and hopefully to people outside of the targeted audience as well. We also produce videos on exercise and eating healthy on our YouTube channel for those who may be unable to attend events or would like to pursue the Core lifestyle from the comfort of home.

III. Publics Reached Internal Publics

Our internal publics were the people involved within our organization. This includes college student ambassadors, workplace ambassadors, and the board of executives. The ambassadors needed attention because we needed to develop a positive image for

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our organization in the eyes of the target external publics. The board of executives needed attention because we needed to have the executives on board with our plans.

External Publics Targeted public: We focused on reaching white 18-30 year-olds who live in the city of Erie and have either obtained their bachelors degree or are currently pursing one.They were the best audience for us to focus on because they are the “trendsetters” that help develop trends in the older and younger age groups. This targeted public is has received enough education to be aware of the importance of wellness but not to the point of how they can create a healthy lifestyle. We wanted to focus on the people in this age group that know that they are aware that they should be exercising but need a push to get started. We also wanted to reach the extended friends and family of our targeted public, since the targeted public is an influential group who can share our message with the people around them.

Media:Legacy Media:

Radio:Happi, Z102.3, Star 104, 93.9 the WolfTV: Nexstar and Lilly BroadcastingPrint: goerie.com, Erie Times News

Social Media:TwitterFacebook Instagram YouTube Pinterest

Nonprofit:Beast on the Bay, American Heart Association, and the ANNA Shelter.

III. Media and MessagesLegacy Media:

a. Radio:Happi, Z102.3, Star 104, 93.9 the Wolf:Media: 30-second radio adMessage: In this message we will inform people on what CORE is. Give them broad detail on what CORE is trying to do. This way we give the people information but still make them want to find out more, which will hopefully send them to our social media sites. The radio ads will also promote the events such as a Fun Run, to attract the other audience outside of the targeted publics.

TV: Nexstar and Lilly BroadcastingMedia: Local TV coverage

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Message: Our relationship with Nexstar and Lilly Broadcasting will have them covering our events. We will set up meetings with them, send press releases to them and give them information on our scheduled timelines.

Print: goerie.com, Erie Times News

Media: Print (online and traditional) newsMessage: We will send news releases on upcoming events to reporters and will also send photos of our events to goerie.com and to the Erie Times News. A portion of our targeted public uses this channel, so it is important that we as an organization utilize it to promote our larger events and news in our company.

Social Media:TwitterMedia: Twitter accountMessage: Tweet quick tips on wellness while also giving updates about CORE’s work. This account will also send reminders of our big events. The Twitter account will also direct our followers to our other social media pages and to our website.

Ex: Too cold to go out? Stay in and dance the night away with one of Core's many dance videos on YouTube! YouTube.com/core

Come visit our website & see all the different ways Core can improve your lifestyle by personalizing everything! Corelifestyle.com

Please come and volunteer at the Anna Shelter and get your exercise in by walking a homeless pet! http://www.theannashelter.com/

Facebook

Media: Facebook pageMessage: Our Facebook page will give lengthy updates on our organization’s progress. It will also serve as the medium to use to publish official news stories, releases, and statements. Ex: Friends,We want to take a moment to address the recent events regarding our spokesperson.

Chris Powell, renowned personal trainer and CORE employee, was recently

photographed eating a large order of fast food at a party. At this time it is unknown as to

why Mr. Powell candidly posed with the food, but Mr. Powell’s actions are inexcusable.

By deciding to not only consume but to flaunt a caloric and unwholesome “meal” as a

role model for healthy eating and living, Mr. Powell has acted in direct opposition of our

organization and our values. We at CORE take healthy living very seriously and in no

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way condone Mr. Powell’s actions. We are honored that you have chosen to embark on

the journey of wellness with us, and we never want to undermine the faith you have in us

as an organization. So, we have parted ways with Mr. Powell as part of our commitment

to honest living and to our commitment to you.

At the moment, members of our organization are meeting to review our program. We

encourage all comments, questions, and feedback during this time. We are dedicated to

educating and leading the public in pragmatic healthy living. To believe in the CORE

lifestyle is to believe in wellness through mind, body, and medicine. We will continue on

with our work and hope that you will stand strong with us in this time.

Instagram Media: Instagram pageMessage: Our Instagram page will be where we post photos of our events while also posting user-submitted photos from around the area. The photos will serve as visual reminders to either enjoy the area through exercise or to eat healthy.

Ex:

Another beautiful day in Erie, PA! This is a view from the Penn State Behrend Burke building overlooking campus. Thanks for the photo, @sydneysample. We hope you are out enjoying the beautiful weather too. #CORE #COREliving #EriePA

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YouTube Media: YouTube pageMessage: Our YouTube page will have multiple videos that followers can browse. Videos will range in topic from exercise tips to use at home and at the gym to making quick and healthy meals.

PinterestMedia: Pinterest pageMessage: We will post motivational quotes, recipes, and tips on our Pinterest page to reach even more followers. All images will be linked to our CORE website, so a pinner will see our website if he or she clicks on the photo in the pin.

Ex:

Caption: Not your grandma’s oatmeal. Start your morning off right! Add bananas, raspberries, blackberries, blueberries, and honey to a bowl of hot oats for a filling and healthy breakfast.Follow us for more quick and healthy meals. Coreliving.tumblr.comTagged: #food, #breakfast, #fitness, #healthy living, #core, #core lifestyle

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IV. Timeline

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V. Evaluation Did CORE make a difference?

o Has the lifestyles of our targeted groups improved?o Have we been able to adapt our principles to every different lifestyle?o Are the minds of individuals in a better place?o Have we given people their second wind? Made them not want to give up?

Analyzing social media campaigns

o How many views did the videos get?o How many people followed us on Twitter and Instagram or liked our page on

Facebook? Pre- and post campaign surveys with Amazon gift cards Another way to evaluate the effectiveness of our campaign is to survey the people before

and after participating in the campaign and see how they felt about the experience; if it was beneficial, have they noticed any changes in their lives physically or psychologically, will they continue the healthy lifestyle etc. Even better would be to survey the participants before, immediately at the end, and a few months after the campaign ends to get even more data.

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