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Make Healthy Easy Physical Educators Marketing Directors for Physical Activity. Allison Topper, MS Executive Director, Senior Instructor Center for Nutrition & Activity Promotion Penn State Hershey Children’s Hospital. Marketing Director for Physical Activity. - PowerPoint PPT Presentation
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Make Healthy EasyPhysical Educators
Marketing Directors for Physical Activity
Allison Topper, MSExecutive Director, Senior InstructorCenter for Nutrition & Activity PromotionPenn State Hershey Children’s Hospital
2
Marketing Director for Physical Activity
Definition of Marketing
-Am Marketing Association,
2004
Marketing is an organizational function and a set of processes for creating,
communicating, and delivering VALUE to customers and for managing
customer RELATIONSHIPS in ways that benefit the organization and its
stakeholders.
The Process Define program goal(s) Assess Marketplace Segment Audiences Conduct Market Research Develop Strategies and Test Concepts Implement Evaluate (process and outcomes)
Program Goal
Improve attitudes and increase support for Quality Physical Education
(Lifetime Physical Activity)
The Market Place
the epidemic of childhood obesity
We may be in danger of raising the first generation of American children who will live sicker and die younger than the generation
before them.
Risa Lavizzo-Mourey, M.D., M.B.A.
RWJF President and CEO7
the evidenceor more hours of physical
activity each day
or less hours of screen time each day
meals each day
or more cups of water or low/no-calorie beverages
each day
or more servings of fruits and veggies each day
Recommendations for Prevention of
Childhood Obesity
Davis MM et al, 2007 Pediatrics, S229-S253
energy gap
110-165 calories a day in children Change nutritional intake
Replace a can of soda/day (150 calories) with water or low/no calorie beverages (0- 5 calories)
Change physical activity output Replace sitting for ~2 hours with walking
Source: Wang et al 2006, Estimating the energy gap among US Children: A Counterfactual approach, Pediatrics, 118: 1721-1233
“The strategy identified by experts as the most important for reversing youth obesity was “increasing physical activity.”
Childhood Obesity: Most Experts Identified Physical Activity and the Use of Best Practices as Key to Successful Programs, 2005, United States Government Accountability Office
Segment the Audience
Youth ages 5-18ParentsCommunity PartnersSchool Administration, Faculty, Staff, School Board
Youth
Market Research - Trends 65% of youth were not physically active for
1 hour a day, 5 or more days/wk (CDC, YRBS 2007)
Regular participation in vigorous physical activity dropped from 68.5% among ninth graders to 55% among twelfth graders (CDC, YRBS 2007)
42.4% of youth (grades 9-12) did not participate in school or community sports the 12 months prior to the survey (CDC, YRBS 2007)
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Amount of time outdoors is one of the strongest predictors of physical activity levels for older adults and children.
(Brownson et al, 2001)
90% of outdoor participants were introduced to outdoor activities before the age of 18.
Exploring the Active Lifestyle, Outdoor Industry Foundation, 2004)
Market Research - Trends
Participation in active outdoor activities is increasing among 16-24 year oldsMost Popular Activities Biking (paved roads) Hiking Fishing Mountain Biking Trail Running Rock Climbing
Outdoor Industry Foundation, 2008
Market Research TrendsReported Barriers to Outdoor Recreation1. Lack of Time2. Lack of Ability or Skills3. Lack of Access to Information4. Programs and Services (inconvenient, cost, or
not enough)5. Lack of Social Support
Exploring the Active Lifestyle. Outdoor Industry Foundation, 2004
Market Research TrendsTop Influencers to start active outdoor
recreation Parents/ Family (36%) Friends who also wanted to try (36%) Friends who were already active in it (31%) Scout Programs (14%) School Clubs (12%) Church Groups (11%)
“Allowing youth to experiment with different outdoor activities will help them discover how they fit in the active outdoor lifestyle - what they like to do.
There is an opportunity to create a life-long passion for physical activity and active outdoor recreation”.
Parents
The percentage of parents who agree or disagree that: "P.E. programs can help reverse the growing obesity trend."
21Center for the Advancement of Standards Based Physical Education, 2004
22
The percentage of parents who agree or disagree that: “P.E. should be an important part of the solution to the obesity problem.”
Center for the Advancement of Standards Based Physical Education, 2004
The percentage of parents who agree or disagree that: "Quality P.E. should prepare children to become physically active for the rest of their lives."
23Center for the Advancement of Standards Based Physical Education, 2004
24
The percentage of parents who agree or disagree that:
“Physical education teachers should play an active role in promoting healthier schools."
Center for the Advancement of Standards Based Physical Education, 2004
Community Partners
Health CareYouth Serving Organizations Recreation CentersParks and Recreation Departments
School
No Child Left BehindStandardized Tests
Curriculum Integration
Develop Strategies
Convene Representatives from Target Groups as Planning
Partners
Influencing“Consumer” Behavior
Selling Physical Education and Lifetime Physical Activity
29
Marketing/ Consumer Behavior1. Awareness
2. Interest
3. Trial
4. Repeat Purchase
5. Adoption
Armstrong, Kotler, de Sliva
Awareness and InterestAware of new “product” but lacks informationProvided or seeks information about new product
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Awareness and InterestCommunication
Vehicles School Newsletter Morning News/
Announcements Posters Cross curricular
classroom activities Recess Community Promotion
Armstrong, Kotler, de Sliva
Geocaching is an outdoor treasure-hunting game in which the participants use a navigational technique to hide and seek containers.
TrialTries new “product” on a small scale to test its value
PRIMARY ROLE OF PHYSICAL EDUCATION CLASS
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Trial: Primary Role of PE ClassElementary Movement Skills and Activity
Exploration
Secondary Developing personal fitness plans and
goals
Exposure to activities families/ friends can do at home or in the community Take home activities/ homework Family Activity Nights/ Featured
Programs
34
The Value and Relevance
Guest Community Presenters
Equipment Sharing Experiential Field Trips Cross-curricular
Activities
INSIGHT
Behaviors with satisfying results tend to be
repeated
36
Influences on Rate of Adoption Compatibility: Does behavior fit the values and
lifestyle of the target market?
Complexity: How difficult is to understand or do the behavior?
Relative Advantage: Is the behavior better than other choices?
Communicability: Can the behavior be easily observed or described to others?
Repeat Purchase“Purchases” product and evaluates experience under “normal” circumstancesPhysical Education Teacher as the FACILITATOR
38
Repeat PurchaseConnect with out of school
opportunities Before/After School Programs Community Clubs (e.g. Hiking/ Kayaking) Community Facilities (e.g. Parks, Trails,
Recreation Centers) Community Events/ Programs
39
Reality: There are only so many hours in a day Empower Students:
Homework assignments to search and submit community resources
Secondary students organize after school activities (w/advisement) for peers or younger students
Speak-up: Share activities and needs with school health
council Contact leading community center, hospital, or
recreation department
AdoptionDecides to make full and regular use of the new “product”
Putting theory into Practice
41
nrgBalance makes healthy easy by providing five simple
nrg Outdoors Challenge
Two week turn-key program, led by the physical education teacher, features school wide lessons and activities designed to teach students the five ways to achieve energy balance and to promote active outdoor recreation.
Materials1. Implementation Guide2. Morning Announcements3. Classroom Activities4. Recess Activities5. Physical Education Lessons6. Lunch Menu Items7. Supporting Materials8. Take Home Materials (Family Pack)
Making Health Easy for the Physical Education Teacher
Physical Education as Marketing Directors of
Physical Activity
Advancing the Profession
48
Create New PartnershipsNew Partner Examples: Outdoor Industry Recreation Park Societies Interest Groups (canoeing association,
hiking clubs)
Marketing MantraFun- Easy- Popular
for kids, families, and community to engage in
Physical Education and Physical Activity
MAKE HEALTHY EASY
Allison Topper, MSExecutive Director, The Center for Nutrition and Activity Promotion at Penn State Hershey Children’s [email protected]