Marketing+Strategy



**Marketing the way you do it:**

The majority and base of our ideas are outlined within the Communication Strategy Report, therefore we will give a brief overview of the marketing outline. The objectives of our campaign to prevent childhood obesity in Canada, is to lower the high and increasing rate of childhood obesity among children ages 2-17. These numbers will only be measurable in the future when the campaign has had time to take effect on children. In approximately 5-10 years we will be able to compare these statistics of childhood obesity to new figures in order to measure our outcome. We have many goals including the following: first off to influence Canada’s young children to eat more nutritious foods along with encouraging them to be active. We also hope to influence parents to encourage and support healthy lifestyles among their young children. Secondly, we hope to see a change in numbers and rates of childhood obesity in the future as a result of our campaign. Finally, our ultimate goal is to help these children live healthier, longer lives overall and to contribute in helping make Canada a healthier nation. There are 2 main target audiences that we are focusing on with our campaign. The first audience is young children aged 2-6 all across Canada. These children attend either pre-school, kindergarten or grade 1. They are also interested in movies and television. The young children can come from any level of income family. The second and equally as important target audience is parents of young children. We are targeting all parents across Canada, with any income level since our service is free of charge. These are mostly working parents and adults who are typically computer literate. We have also altered our campaign to still cater to non computer literate adults. These parents’ ages can vary greatly but are roughly between 25-40. They are often busy, working parents and juggle both work and family life. Our campaign consists of a very large and broad general message that is altered slightly depending on which audience of our 2 groups we are focusing on. The message is “eat nutritious food and live active to ensure a healthy lifestyle in the future and prevent childhood obesity.” To our young children audience we will alter this message in order to “speak to” them more effectively. The key message for children will be “It’s fun to eat nutritious food and play outside!” This message will be portrayed through our children’s DVDs, books, comics and TV shows. As for the adults we are targeting the message is again slightly different. To the parents we are sending out the message: “Teach your children from a very young age that they must eat nutritious foods and get active in order to prevent childhood obesity and defer serious health risks that come with being overweight.” This message will be given though a magazine we have designed for our campaign. With our campaign a major strategy we plan to incorporate is going through the Canadian government and bringing them our ideas and outlooks. That way our message can have a greater reach. This would also be beneficial in the way that we can bring our message to schools. The biggest strategy that we intend to implement is reaching out to our target audiences through media that is appropriate for their age group. For our young child audience we are planning on going through media which is accepted by them, mainly television and books. For our adult audience we plan to reach them mainly through the internet via a web page and though e-mail. For our young child demographic we plan on creating DVDs, short television episodes, books and comics featuring animated characters in the shape of nutritious foods. Episodes and stories featuring these characters will be written with young children in mind and be entertaining and engaging of the young minds. Not only will these episodes and stories be entertaining for children but educational since they will be promoting nutritious foods and active lifestyles in a way children will understand. Copies of these episodes will be available through stores and in early year schools. As for the adult demographic we will be also focusing on, we plan on creating a magazine that focuses on very young children and ways of incorporating nutritious foods into their diets and enforcing activity in their lives. The magazine will also recopies, healthy alternatives, physical activity ideas, and many more articles that have information regarding the best ways for parents to encourage healthy lifestyles to very young children. We plan to distribute this magazine mainly online (PDF format) since Internet would be the most convenient way to reach this demographic. We will also have copies of the magazine in print available for those parents who are not as computer savvy. Finally, we will also have an interactive website where people can read articles and information about this topic as well as interact with other parents. Unfortunately, figures showing results of our campaign will not be instantaneous. They will not be measurable for several years. Since we are targeting such young children the affects of our campaign will not be visible until these children are older and there are new statistics relating to the topic of childhood obesity. The desired outcome would be that the rates of childhood obesity in Canada have lowered from what they previously were. There are other smaller scale measurement options to see whether our campaign is having an affect on young children. For example we could incorporate a survey onto our website for adults for them to give us feedback as to whether or not they were seeing changes/improvements in their children’s eating habits and physical activity since they began utilizing our resources.
 * **Objectives**
 * **Goals**
 * **Audience**
 * **Key Message**
 * **Strategy**
 * **Tactics**
 * **Measurement**