MBB Fast Track Team #2

12345 Fit-Tastic! Proposal

#FitStartsWith1

Executive Summary
According to Childrens Mercy Hospital, 28% of children, 2 to 5-years-old who are being seen in
primary care clinics are overweight or obese. With that reality in mind, the 12345 Fit-Tastic!
message is designed to reach out and educate the community about healthy living. The 12345
Fit-Tastic! message aims to reach 50% of the Kansas City community within the next 2 to 3 years. To
achieve this goal, we recommend creating an eye-catching and multidimensional campaign to
increase engagement and awareness. The following plan outlines our ideas for a campaign titled
#FitStartsWith1
. #FitStartsWith1 takes the 12345 Fit-Tastic! message and realigns it with a specific
target audience, uses popular forms of communication and technology, and adds an element of
consumer engagement within the community.
Business Situation
The 12345 Fit-Tastic! program is associated with and supported by Childrens Mercy
Hospital, a leading medical institution in the Kansas City area.
The client has current marketing collateral in area hospitals and health establishments.
The client has a variety of partnerships engaging with and supporting the 12345 Fit-Tastic!
message.
The 12345 Fit-Tastic! brand has aligned itself with a variety of local partnerships working
towards a similar message in health and wellness.
Community outreach is the #1 priority for the client.
12345 Fit-Tastic! is the central message for community outreach.
1 hour of activity, 2 hours maximum of screen time, 3 servings of dairy, 4 servings of
water, and 5 servings of fruits and vegetables daily.
This message is applicable to children and adults. Anyone can engage with the
message.
Social Media channels include Twitter, Facebook, and Instagram. Followers and page likes
are relatively low, but gradually increasing.
There was an approximate population of 2 million people in 2013 in Kansas City.
Client Goal
In 2 - 3 years, the marketing campaign should achieve
50% awareness
in the Kansas City
area and have community members adopt healthier lifestyles.
Target Audience

 The #FitStartsWith1 campaign is focused on a target audience of

22 to 35 years-old.
This age
range includes young adults, potential parents, and new parents.
Research
Parenting Research:
Children not only need to burn energy for healthy development, but also need to
interact with peers, parents, and other role models in a safe, supportive environment
to learn life skills, such as setting and achieving goals says Dr. Marks. (
CDC.gov
)
Children develop eating habits as early as 12 months old. (
Nestle.com
)
Average age of a first time mom in 2008 was 25 years old. (
BabyCenter.com
)
There is a direct correlation between parents eating habits and their childs.
(
OxfordJournals.com
)
Health and Social Media Engagement Research:
Nearly one third of people ages 18-29 said fitness mobile apps are reliable,
according to Lisa Holmes, survey analyst at Euromonitor International.
(
Euromonitor.com
)
On average 15% of young adults ages 18-29 said they look to apps for diet and
exercise advice. (
Euromonitor.com
)
Smoking vs. Unhealthy Dietary Habits Research
(The following research is based off of a comparison campaign that had a similar
impact to what we envision the #FitStartsWith1 campaign having.)
In 1965, 42.4% of American adults smoked. In 2010 only 19.3% of American adults
smoked. (
Infoplease.com
)
The advertisements in the 1960s were targeted toward adults who smoked at the
time, emphasizing that smoking causes cancer and is bad for health, but many
continued to smoke anyway because it is a highly addictive habit.
However, just because the adults were already addicted to smoking did not mean
they could not pass the information to their children and prevent them from
adopting their bad habit.
The 12345 Fit-Tastic! message will operate similarly through the
#FitStartsWith1 campaign. Just because the campaign is targeting adults
does not mean that they are the only ones the campaign will reach. They will
hopefully adopt the 12345 Fit-Tastic! program, but even if they do not, they
will pass on the information and develop the habits in their children.

Target Audience Personas

Kayla
is a 23 year-old recent graduate of Avila University. She enjoyed college life and
learned the ends and outs of graphic design. Now that she endured the stress and
excitement of finding that first real job, she is wanting to maintain her stamina and perform
well on all of her projects. She is looking for a simple plan for staying healthy.
Christopher
(30 years-old) and
Anna
(25 years-old) are newlyweds in the Kansas City area.
While maintaining active lifestyles when they were dating, Christopher and Anna know that
having a family is in their future. They are interested in implementing an even more healthy
lifestyle so that they can pass it on to their future children.
Jerry
is a 27 year-old and just moved to the Kansas City area. He has always played sports
recreationally but does not know anyone in the area. Jerry is looking for an easy way to meet
people in the community who also maintain a healthy lifestyle and play sports.
Strategy
We advise implementing the #FitStartsWith1 campaign which motivates young adults by
highlighting the ease of making that first choice towards living a healthy lifestyle through
the 12345 Fit-Tastic! message.
Goals
Strongly position the 12345 Fit-Tastic! message to the target audience explained
above (22-35 year-olds).
Develop an encouraging and supportive community to foster healthy lifestyles in
young adults
Why? Focusing on young adults correlates with focusing on the future of
health in America. By motivating this age group to make healthier choices
consciously, they will have adjusted their daily lifestyles in ways that they
can instill in their future children.
Tactics and Consumer Engagement Recommendation:
Main Tactic:
To centralize communication efforts, we encourage using an OfferPop landing page to
aggregate all social media activity regarding #FitStartsWith1. Interested persons can check
the landing page for more information about upcoming events, tips on being healthy, and
connect with others in the community.

 The landing page would host a social media contest where community members can
send in a picture of them embodying the #FitStartsWith1 and 12345 Fit-Tastic!
message. Winning (appropriate) pictures will then be randomly chosen to be
showcased on a digital billboard on I-35 and on the the main landing page.
Traditional Outlets:
Banners
We recommend using banners with the #FitStartsWith1 and 12345 Fit-Tastic!
messages. These banners would be hung around Kansas City areas such as the Plaza
and Town Center to broaden the campaign reach and create a year-round reminder to
targeted community members.
Non-traditional Outlets:
Non-traditional outlets will be integrated to peak interest and interaction. These outlets are
the core of the #FitStartsWith1 campaign.
Creation of an easy-to-use application (app) will motivate users to engage with the
campaigns content, see their progress towards a healthier lifestyle, join groups for
competition and positive reinforcement, and receive motivation towards their 12345
Fit-Tastic! goals.
12345 Fit-Tastic! can utilize the app platform to interact with users by sending out
messages, notifications, tips, advice, etc. to further the supportive and engaging
community the app will create.
Kick-Off event: One-Step 5K
Registered participants will line up at the start line and simultaneously take one
step symbolizing the one step or one choice needed to propel a change towards
healthy living and the implementing the 12345 Fit-Tastic! goals.
The event will include a 5K, concert/dance party, watermelon eating contest, Zumba
class, raffle drawings for gym memberships, etc., and a demonstration on using the
12345 Fit-Tastic! app.
The goal is to engage the target audience in something they enjoy and help
them with making that first choice towards the 12345 Fit-Tastic! message.
The event will also be a great place for participants to interact with the
leaders of 12345 Fit-Tastic! and meet new people.
The media presented at the kick-off event is the same media used around the
Kansas City area to reinforce the campaign message.
Footsteps

 To further spread the campaign message around the community, we recommend

implementing an eye-catching spraypaint-like reminder on sidewalks in major public
areas in Kansas City such as the Plaza, local malls, Town Center, and downtown.
Trophies
Upon downloading the app at the Kick-Off event and making a commitment to living
a healthy lifestyle, the #FitStartsWith1 campaign could give participants
trophies that can be placed in offices, living rooms, etc. to serve as a personal and
individualized reminder to be healthy. The trophy would be in the shape of a 1. The
participants at the Kick-Off event are the only community members eligible to
receive the trophy upon downloading the app.
Fruit Truck
Food Trucks are very trendy right now - and the 12345 Fit-Tastic! Fruit Truck would be
a healthy spin on the traditional ice cream summer sensation.
This fruit truck would include healthy options (such as fruit and nonfat
yogurt) and would be applicable to young adults, parents, and children alike.
The truck would continue to emphasize the theme of the campaign, which is
that beginning the 12345 Fit-Tastic! program is easy as the truck brings
healthy food to doorsteps.
#FitStartsWith1 would be prominently displayed on the truck to encourage
social media posting.
Fruit Truck locations would be updated on the OfferPop landing page.
Objectives (measurability)
Activity via social media and engagement with the OfferPop landing page.
The campaign should aim to aggregate 500,000 unique interactions per year.
Attendance at Kick-Off event
At least 500 people need to be registered for the event. This number should at least
triple with each subsequent event.
Number of app downloads
At least 250 participants at the Kick-Off event should download the app.
Rate of Engagement within the app
There should be at least 250 quiz completions on the app the week after the Kick-Off
event.
There should be a record of the consistency of opens and social media
engagement within the app.

 Observations of progress in each users checklist will provide insight on the

lifestyles of the app users. (Percentage of the completion each day over time)
Visitors at the Fruit Truck
The fruit truck should reach 750,000 Kansas City community members within the
first year.
Timeline

Immediately

-development of the app

-creation of banners and footsteps

September

-implement Offerpop Landing page and

interactive billboard/social media contest
-display banners and footsteps around
designated Kansas City areas

Mid/Late October

- Kick-Off Event
-debut app
-maintain footsteps

Late May

-second event similar to original Kick-Off

event
-second roll out of the footsteps

Throughout the year

-continue social media, #FitStartsWith1

-footsteps reach different areas of Kansas
City

Suggested Next Steps

Implement OfferPop landing page to centralize social media and #FitStartsWith1 and 12345
Fit-Tastic! messages.
Pull partners in as sponsors for app development and event planning for the Kick-Off Event.
Plan on unveiling Footsteps by the end of the year.