The social issue we are addressing is the lack of physical activity (health) among people that are fulltime working behind a desk in office. These persons have seldom the time for training during working days.

The focus of our campaign is to get these people actively by offering them the chance to engage workouts in the weekends.

The purpose is: increased physical activity of 47% in the amount of 4/5 hours per week per person among office workers in business centers on the weekends in 5 years.

Situation analysis

BE FIT

Most finding we have gathered from other health programs is that we need to have an influential person (third party leaders) who can lead the group: in our case we need to influence to kind of the leaders:

Functional leaders - the boss or managers of the company so that they give an good example towards the main target group,

And emotional leaders – the ones who are informal gate keepers and opinion leader of the collective so that they could share the information about campaign, attract attention of others and give a positive response.

Findings from prior and similar

efforts

Campaign: America’s move to

raise a healthier

generation of children.

Campaign: change 4 life

Campaign: a healthy and active

Australia

• the social network approach was used in order to identify opinion leader of the business communities;

• the network of a particular business community will be build through connecting ego- ‐networks from Facebook page of the research participants to a bigger two- ‐side links network

• The relation- ‐based strategy and method of a ”snow ball” were used for data collection.

Formative Research

In order to rebuild the social network of the business center ego-­‐

networks­of­all­the­respondents­were­joined­and­the­subgroups­that­refer­to­

particular­organizations­(companies)­were­identified.­

In a network in which groups are defined (e.g. men and women) each unit can be involved in the following brokerage roles:

Brokerage rolesBE FIT

Recommendations:Promotion of the campaign should be focused on the cooperation and building the loyalty of the opinion leaders inside the business

communities such as coordinators and gatekeepers whose contacts and Facebook pages have been identified and can be provided.

Geographical: •Business districts Kiev with the highest density of office workers Demographic: •Age 25-45, •Male/female to attract opposite gender, •Income 4000+/- UAH, •Occupation: office workers with a sitting work, •Education: higher. Psychographic: •Social class - middle class, Behavioral targeting: •Stages of change - Action and determination phases. Health styles segmentation system: •“Active attractives” – 13%, •“Tense but trying” – 10% •And “physical fantastic” – 24%.

Target audiences for campaign

‘Coordinators’ and ‘Gatekeepers’ (emotional leaders) that was chosen by the social network research as a opinion leaders;

Bosses and managers of the companies in the largest the business centers that where chosen for the campaign (as functional leaders);

Business centers office workers;

Primary targets:

Family members and friends

People working other places all around the Kiev that also have ‘sitting life style’;

People willing to have more physical activates in order to improve their physical fit and health;

Secondary audience:

Behavior objective:

•The behavioral objective for our campaign is that we want office workers to become more fit and spend less time behind a computer, by changing their old habits into new ones, for example normally they would have spend their free time watching television we want them to go out and undergo some physical activity.

Knowledge objective:

•The knowledge objective for the campaign tells the participant through the hand of information and photos that it is better to be physical active than sitting home and watch television

Belief objective:

•In order for them to act to our campaign, we need them to believe that they cannot live without our campaign and that when they don’t change their current behavior into the one provided by the campaign they will become unhealthy and obese.

OBJECTIVES AND GOALS

• Goals:

• Increase knowledge and improve attitudes and beliefs about office workers regular participation in physical activity.

• Increase in influencer support and encouragement of office workers participation in physical activity.

• Heighten awareness of options and opportunities for office workers participation in physical activity.

• Facilitate opportunities for office workers to participate in regular physical activity.

• Increase and maintain the number of office workers who regularly participate in physical activities.

OBJECTIVES AND GOALS

What is their current behavior?

①The person has made a decision to stop using, to make a change. as the person begins planning a course of action to initiate change in her/his life.

②The person recognizes and admits that a problem exists, and has developed plan to make changes. He modifies his behaviors, environment, relationships, and experiences to overcome the problem. He puts the plan he made in the Determination stage into action.

③They live a relative youthful and moderately health oriented. When it comes to to exercise and keep their weight down they are highly motivated, but they do not always succeed at this.

④Similar to the one above but except they tend to smoke cigarettes. They are average in the amount of exercise they get and in their efforts to control their fat intake and weight. They have a moderate desire to exercise more, eat better, and control their weight more effectively as well.

⑤This is the most health-oriented group, leading a consistently health-promoting lifestyle. They are above average in not smoking or drinking, exercising routinely, eating nutritiously, and making efforts to control their weight. This group is also the one who is most influence able to try new activities.

ANALYZE TARGET AUDIENCES AND THE COMPETITION BE FIT

BENEFITS

good­physical­condition,­better­mood,­and­recognition­by­friends,­out­in­the­open­and­social­inclusion,­better­nutritious­food­and­time­better­spent­

COSTS

Money,­energy,­physiological­comfort­and­free­time.­

Product: Core Product – benefits of healthy life style: good physical condition, better mood, and recognition by friends, out in the open and social inclusion.

Actual Product - ‐ physical activity for 5- ‐6 hours per week during the weekends

Augmented product: flyers of discount for attendance of the event, fancy T- ‐shirts and trainers, mobile app with calendar and description of events; funny trophies to place in office in order to brag behind the colleagues (like cups, magnets and etc.).

MARKETING MIX

Price

To perform desired behavior: Parks,Sport and fitness centers,Outside the city sport bases,Swimming pools,Shopping centers that include entertainment activities,

To acquire any related tangible objects:Facebook and website page of the campaign,Google play and App Store to download mobile app Campaign online shopExpo stands in business centers

To acquire associated services:Campaign info e-mail for consultations,YouTube channels,Google maps to mark the place where the activities are.

Place:

Promotion :

Promotion strategies and Media types: •Social Media coverage •ATL Advertising (press and out-of-home ad) •Interactive marketing (website and e-shops) •Branding/packaging •Viral or guerrilla marketing through social media channels •Direct marketing and word-of-mouth •Endorsements/testimonials through interactive marketing, social media channels and opinion leaders using a word-of-mouth •Sales Promotion and flyers through Freebies and other rewards for incentives

Promotion :

Media vehicles:•Facebook/Vkontakte, Foursquare, Blog of the campaign

•Printed magazines that are distributed in those chosen for campaign business centers (Forbes, Investgazeta, Commersant, Kievpost) and Out-of-home advertising channels such as billboards, city-lights, banners placed around business centers.

•Official Website of the campaign and e-shop where branded products will be sold, also services of collective purchasing such as Pokupon.ua, Kupiskidku.ua, Grupon.ua, Kuponu.com.ua and etc. that can also be used for distributing attendance flyers.

•Advertising placed on the branded products such as t-shirts and trainers with logo of the campaign, and on the trophies and funny prices.

•YouTube channel

•Word-of-mouth is going to be activated through involving opinion leader of business communities in campaign with free branded samples, free attendance of the events (provided they bring two more friends with them on the campaign events ) and giving them honorable role in the events and awards for attendance.

Promotion :

Publics•There are 2 types of publics that should taken into account with the campaign:•External publics include the target audience, secondary audiences, policymakers (ministry of health)•Internal publics are those who are involved in some way with either approval or implementation of the program:•Sponsors, Sport clubs and outdoor activity clubs Etc.Purse strings•From where comes the budget: in the case of this campaign the money comes from 1 channel so the budget will be derived from:• Funding (companies, sponsors, target audience)•Free Trials from event holders (showing good by doing good)Proposition:•Our campaign will be envisaged to the targeted audience that the transition from the current behavior to new behavior can be achieved by showing them what the benefits are and that the benefits will always outweigh the costs (new behavior outweigh old behavior).People/staff: •The staff will consist out of highly trained professional and or people that have the knowledge in the field that we need. Think about personal trainers, marketing researchers, finance workers etc..

• Sport clothes producers like Nike, Adidas, Puma, Affliction and etc.

• The business centers itself and companies whose offices are situated in particular business centers where the campaign is taking place.

• Sport clubs and fitness centers.

• Personal trainers and sport stars.

• Beginning cloth designers

• Companies who provides sport equipment for renting (like bicycles, roller skating, skiing, snowboarding and ice skating and etc.)

• Companies, which provides outdoor events.

• Shops of funny souvenirs (WOW-shop, …)

• Media sponsors

Partnership :

• Social Media and Web Analytics by Google Analytics Tool for website and Social Media Metrics for Facebook, Vkontakte, YouTube.

• Reports on conducted events, budget usage and analytics on effectiveness of provided by social campaign services by business process optimization management;

• Reports on campaign evens attendance through check-in and feedback services on Foursquare, mobile app calendar and Google maps requests.

Techniques and methodology to conduct the measures:

Implementation plan