COMSTRAT 381

Integrated Marketing
Campaign
Group 4 Members: Amanda Adkins, Sam Lee,
Jessie Emge, Jasmin Seaman
Table of Contents:
Part One:
Response to RFP

Executive Summary Pages 3-4

Research Pages 4-8

Recommendations Pages 8-9

Desired Outcomes Page 9

Team Summary Pages 9-10

Customer Decision Process Pages 10-11

Part Two:
Creative Concepts Pages 12-13

Core Messages Page 13

Visual Branding Recommendations Pages 13-14

Part Three:
Owned, Paid, Earned media examples Pages 15-17

Situational Analysis Page 18

Campaign Goals & Objectives Page 18

Target Audience Page 19

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 Campaign Overview Page 19

Customer Decision Process tactics/initiatives Page 20

Part One:
Response to RFP

Executive Summary
The Lets Move! campaign is an initiative launched by Michelle Obama in
response to the rapidly accelerating obesity epidemic in the U.S. The goal is to help
children today grow up healthier by setting up programs and strategies that provide
parents with information and supporting healthy lifestyle choices.
The initiative has shown great success in young children ages 2-4, but health
related issues in college students are rising. Lack of fruit and vegetables and
exercise are two significant factors to this.
The objective of this campaign is to apply current strategies to address
health problems on college campuses by promoting healthy diet choices and
increasing physical activity. The first desired outcome of this campaign is to
influence college students to eat more fruit and vegetables. The second desired
outcome is to encourage more physical activity among college students. These
campaign objectives are derived from the current Lets Move On Campus campaign
goals of 1. Promoting healthy lifestyle and diet choices and 2. Increasing physical
activity.
Leveraging current strategies of Lets Move!, this campaign will be utilizing
education as a tool to reach our goals. This includes implementing programs to
provide information to college students about the importance of fruit and vegetable
in their diet. To increase exercise, we will work the universitys student recreation

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 center, which we would take advantage of for this campaign. Insufficient physical
activity is a major cause of health and weight problems; the RFP even mentions that
60% of college students do not get the recommended amount of exercise daily. For
this reason, we would focus on increasing physical exercise as another desired
outcome of the campaign.
The first objective will be targeted through education programs using
different strategies for the two targets on campus: Freshman, and all other
students. To reach freshmen, we would work in collaboration with dining services to
promote fruit and vegetables. For the general student body, we will work in
collaboration with the university to create educational programs and a coupon
program for fruits and vegetables on campus. For the objective of increasing
physical exercise, we would use both education and exercise programs with
proposed partners on campus, such as free activities and contests. Focusing on two
specific objectives of encouraging fruits and vegetables, and encouraging fun
exercise, the campaign would extend the initiatives of Lets Go to students of
Washington State University.

Research
A.) Current State of Initiative

Current campaign goals:

The goal of campaign is solving the challenge of childhood obesity within a generation, so
that children born today will grow up healthier and able to pursue their dreams.
It is trying to put children on the path to a healthy future during their earliest months and
years.
Gives parents helpful information about fostering environments that support healthy
choices.
Providing healthier foods in schools.
Ensuring that every family has access to healthy, affordable food.
Helping kids become more physically active.
The current campaign is really focused on young children.

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 Current structure for solution recommendations
To learn the facts, Eat Healthy, Get active, Take action and finally to join in on the Lets
Move movement. They are approaching not just the target of the child but all those
involved in that child's life(i.e. Parents, schools, community leaders etc)
The structure of the current campaign is to really focus on getting the public informed.
Encouraging participant to Join the Challenge and Join the Conversation.

How we plan to create a similarly structured campaign

We can use the structure of first informing, them talking healthy eating, then getting active,
taking action with the universities/rec facilities and then getting people involved in the
movement.

Formula identification
Their formula is to first explain the challenge of obesity and give information to back that.
They then mainly stick with a five pillar approach were they focus on: Early childhood,
Empowering parents and caregivers, Healthy food in schools, Access to healthy affordable
food, and Increasing physical activity. This five pillar approach presents itself again through
the navigation of their website with five tabs for: Learn the facts, Eat Healthy, Get active,
Take action and finally to join in on the Lets Move movement.

Current state narrative

Lets Move! Articulates the problems by first giving the main issue of
childhood obesity and backing it up with supporting data. They really want you to
first see the big picture. They then Give a five pillar solution and then trickle down
under each solution with areas of interest where they give specific problems
pertaining to each secondary problem.
The core messages used in addressing the problems are as follows. They
start with addressing that parents are concerned about their children, making the
problem seem closer to home using statements like This is not the future we want

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 for our children. Beyond that, the repeating core messages presented are to get
educated, eat healthy, and get active.
They give many supporting facts, statistics, details, impacts and trends to
further support what they have identified as the problem. They gave supporting
statistics for the following categories: Defining obesity, Its impact, its financial
impact, Race/Ethnic Disparities, Socioeconomic Disparities, Regional Disparities,
Obesitys impact on health, causes, and environmental factors. For example, they
gave statistics about the vastness of the problem like, One in every three children
(31.7%) ages 2-19 is overweight or obese, More than one quarter of all Americans
ages 17-24 are unqualified for military service because they are too heavy, and
Between the survey periods 197680 and 200708, obesity has more than doubled
among adults (rising from 15% to 34%), and more than tripled among children and
adolescents (rising from 5% to 17%). Some speak on the financial burden of the
issue. Nearly $150 billion per year is now being spent to treat obesity-related
medical conditions.,Each year, obese adults incur an estimated $1,429 more in
medical expenses than their normal-weight peers, Overall, medical spending on
adults that was attributed to obesity topped approximately $40 billion in 1998, and
by 2008, increased to an estimated $147 billion, and Excess weight is also costly
during childhood, estimated at $3 billion per year in direct medical costs. Lets
Move! tried to give supporting research for every facet of the many issue that affect
the main issue of childhood obesity.
They present their recommendations in a trickle-down model. They start with
four priority areas forming the campaign four pillars: (1) empowering parents and
caregivers; (2) providing healthy food in schools; (3) improving access to healthy,
affordable foods; and (4) increasing physical activity. Beyond the four main solution
areas of focus, Lets Move! Gives 70 specific recommendations. In addition, they
included a set of recommendations for actions that can be taken very early in a
childs life, when the risk of obesity first emerges.

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 B.) Analyzing the current campaign
The Lets Move campaign articulates the change in lifestyle that children
around the country have faced through statistics and trends (walking to school, use
of electronics). Less children walk to and from school, schools are providing less and
less opportunities for students to exercise. Children are eating more, and food
products are becoming less conducive toward a healthy lifestyle. Youths are shifting
towards electronic stimulation rather than physical activity. All of these factors
contribute to the rise in obesity in America. The purpose of the Lets Move website is
first to explain the issue, then to evaluate to future issues obese children will face in
life (e.g. diabetes, heart disease, high blood pressure, cancer, and asthma). Second,
the sight provides a plethora of information on how each mother, family, or
caregiver can take steps toward a healthier lifestyle for their children. Parents,
educators and caregivers are the key audiences for this campaign site which
provides step by step guidance on how to support change. Actions are separated
into categories based on the relationship each category has to children today. Each
category is provided with a simply stated five steps to success. Educating people
about the potential health risks associated with childhood obesity is the driving
force behind the campaign, and the key element in advocating for a more healthy
lifestyle when it comes to Americas youth.

C.) New Campaign Research

Research
Nearly $150 billion per year is now being spent to treat obesity-related medical
conditions.Each year, obese adults incur an estimated $1,429 more in medical expenses
than their normal-weight peers. Overall, medical spending on adults that was attributed to
obesity topped approximately $40 billion in 1998, and by 2008, increased to an estimated
$147 billion. Students of university are usually short on cash and leave school with loans
making it too heavy of a burden to pay medical expenses due to obesity.

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 Average student loan debt is currently $30,000. 60% percent of college students borrow
annually to help cover costs. The approximate number of student loan borrowers with
outstanding loans today is 39,500,000.This shows that student are usually short on cash
with is why we plan to appeal to the with free educational classes as well as Taking Back
Sunday fitness classes.
Obesity, high blood pressure, high cholesterol and inactivity: They're not just your father's
problems any more, scientists find. New data on the widely unstudied demographic of
college students indicates that this group of 18 to 24-year-olds are on the path toward
chronic health diseases.

New campaign narrative

The Lets Move on Campus campaign aims to promote a healthy lifestyle and
diet choices, as well as exercise among young adults. More specifically college
students (18-24 years of age) who are making their own decisions often for the first
time, when it comes to their eating habits. College students are faced with a
multitude of stresses in their day to day lives. Without the support of a healthy diet
and routine exercise there can be both short-term and long-term health effects.
Eating healthy is a different challenge when addressing the college audience. This is
due to cost of healthy ingredients, lack of access to said products, and a lack of
culinary knowledge.
The Lets Move campaign contains elements that could prove to be useful
resources for our new audience. First are the resources provided to help manage
the cost of purchasing nutritious foods. Cost is a large factor in this particular
audience, and on top of these resources we would like to incorporate a coupon
program for students in order to reduce their food expenses.Another element that
we want to translate to our campaign are the 5 simple step programs, with proper
adaptations made for the college audience. This would include simple recipes,
nutritional information, and educate students about living healthy. Educating

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 freshman year college students about the risks associated with poor health habits,
and little exercise in a key component of the campaigns success.
Washington State University has exceptional dining services and a food court
in the student union building. These are locations where healthy eating habits start
especially for the freshman level students. Promoting healthy food selection in
these locations will help build better habits. WSU students must also attend
educational programs to prepare for college life, a program about the importance of
healthy eating and physical activity should also be incorporated.
Potential partners: UREC, student dining services, ASWSU, IFC, Panhellenic Council.

Recommendations
Our recommended campaign approach would be to keep it simple and use
social media to promote Lets Move on Campus to our audiences. Our core
audience for our campaign is college students. The incoming freshman, current
freshman, and the Greek Community are our secondary audiences. Our proposed
campus partners are the dining halls, UREC, IFC/Panhellenic, ASWSU, and ZZU CRU.
It would be beneficial to use the social media channels of our campus partners to
promote ads towards our audiences. Some initiatives would be to have contests like
The most steps in a week on Fitbits/step trackers and the winners would get a
swag bag with things like water bottles, a Fitbit flex changeable band, and/or
pre/post workout supplements. Events could also bring in students; race through
the obstacle course at the REC, Zumba (or another class) on a bigger scale like on
the basketball courts. Another idea would be to have a team for each personal
trainer at the rec and over the course of 3 months teams would compete to build
strength, get in shape, and create healthy habits (like The Voice). We will implement
a hashtag for Lets Move on Campus specifically for WSU like #CougsMove that
students could post on their own social media channels. Our paid media would be
advertisements through our partners, posters, and a website that would be our
landing page; cougsmove.letsmove.gov.

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 Desired Outcomes
The first desired outcome of this campaign is to influence college students to
eat more fruit and vegetables. The RFP states that as much as 95% of college
students are not getting the recommended servings of fruits and vegetables in a
day. We consider this a significant factor in health problems with college students
and would emphasize fruit and vegetable consumption in the campaign. This would
be done through education, taking from strategies currently used in the campaign.
The second desired outcome is to encourage more physical activity among
college students through exercise programs. Washington State University has a
student recreation center, which we would take advantage of for this campaign.
Insufficient physical activity is a major cause of health and weight problems; the RFP
even mentions that 60% of college students do not get the recommended amount
of exercise daily. For this reason, we would focus on increasing physical exercise as
another desired outcome of the campaign.
By making college students mindful of the importance of getting sufficient
fruits and vegetables, and to get physical exercise, we will support the current Lets
Move On Campus campaign goals of 1. Promoting healthy lifestyle and diet choices
and 2. Increasing physical activity.

Team Summary

Jasmin Seaman is a senior at Washington Student University studying

advertising. Familiar with the campus culture, she uses insight when advertising
events and programs for the universitys International Center and Global Services.
Amanda Adkins is a Junior at Washington Student University studying
Strategic Communication with a focus on advertising, public relations, and business.

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 She has previous experience in event planning, promotion, and execution for non-
profit causes and has insights into the target audience, being a current college
student herself.
Jessie Emge is a Junior at Washington State University studying Strategic
Communication focusing on advertising and minoring in Psychology. She is involved
within the campus culture from her sorority to other groups on campus, and she
uses this to plan events around campus.
Sam Lee is a Senior at Washington State University studying strategic
communication with an emphasis in advertising. His role is to maintain the copy of
the campaign, as well as ensuring the overall quality of the message.

Appendix: Customer Decision Process

PRIMARY AUDIENCE: College PROCESS: Getting college students to live a more

Students especially freshmen balanced healthy lifestyle by eating more fruits
or incoming freshmen and vegetables, exercising more, and cutting
unhealthy habits related to the college lifestyle
such as cutting munchies.>

Awareness Consideration Purchase Loyalty Advocacy

Check out our Try it out: Start a routine Make the Get people to share
website, follow -Beat the Booze of participating switch to a their success
our social class in our balanced stories, use our
media accounts -Compete in our classes/educati healthy lifestyle hashtag, get
and our FitBit Challenge on pushes using our friends involved,
partners resources involve other
accounts universities.

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Problem 1: Problem 1: Problem 1: Problem 1: Problem 1:
Another social Freshmen Not pushing Having the Not knowing the
media account arent used to a yourself due to knowledge from hashtag or no
that is telling busy schedule; outside the classes incentive to use it.
you to be no time influences. transfer to a life Solution/Resource:
healthy Solution/Resour Solution/Resour change advertise it heavily,
Solution/Resour ce: Offer ce: Solution/Resour hold contest to get
ce: Interact multiple booze Friends holding ce: people to share
with our classes, or you Show them all their stories.
followers, keep make it accountable, the benefits of resources>
it simple mandatory for incentive of a healthy life Problem 2:
Problem 2: incoming free classes. and keep the Making the process
Lack of interest freshmen to Problem 2: accountable via something fun that
Solution/Resour take it Lack of hype, friends/tracking they want to share.
ce: Get the Problem 2: forget about Problem 2: Solution/Resource:
word out that it IFC/Pan not the campaign Audience always work for
is free and wanting to Solution/Resour getting bored more fun with
promote the count the ce: Stay active with the classes better classes,
fun of classes as on social media, Solution/Resour competitions,
competition to programming. keep the ce: <work to contests, etc.
get people Solution/Resour campaign on keep them fun
hooked. ce: promote its the forefront of and get the
good PR. the audience's competition
Members will mind alive.
participate if
the get credit
for it.

Paid Paid Friends, chapter Friends, chapter Friends, other

advertising, advertising, members, members, chapters
greek chapters, greek chapters, fellow fellow
Pan/IFC, Pan/IFC, competing competing
friends, Faculty friends, Faculty students. students.

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 Paid Paid Social media, Social media, Social media, word
advertising, advertising, chapter word of mouth of mouth
posters, posters, ASWSU, bulletins, word
ASWSU, RAs social media, of mouth
social media, word of mouth
word of mouth

Part Two:
Creative Concepts
Creative Concept:

Our campaign is called CougsMove and the entirety of the concept revolves

around creating healthy lifestyle balance among college students at Washington

State University. Our goal is not to stop student from unhealthy behaviors such as

drinking, but to educate and motivate them to add balance to their lives through

diet and exercise. To do this, we will focus the campaign on two core objectives: to

implement new IFC/Panhellenic programming events that provide essential and

relevant information about diet and nutrition, and to create a weekly exercise

program called Take Back Sundays with the university recreation center that will

be free of charge to students.

IFC/Pan programming options about how to balance your life to beat obesity without

cutting all the fun of college for all the greek chapters. In contrast to the consensus about

current programmings, CougsMove options will provide condensed, problem/solution

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 based education that outlines the current problems in nutrition among college students.

These events should inform students of the severity of the issue, and give helpful

information on how to balance unhealthy behaviors with good nutrition.

Free Take Back Sundays fitness classes at University Recreation will provide fun, physical

activities for students. The idea behind Take Back Sundays is to use Sunday for healthy

choices to balance out alcohol consumption, poor diet, and lack of sleep on Friday and

Saturday.
Contests for using the hashtag #cougsmove ,gaining advocacy through the WSU students

for our campaign. They would use the hashtag to share their fun, active lifestyle moments,

choosing a healthy option instead of drunchies, and progress towards their healthy life, etc.

Core Messages:

There will be two core messages in the CougsMove campaign: 1. Exercising

and eating healthy can be fun and 2. A healthy lifestyle is about creating balance.

Visual Branding Recommendations:

The current Let's Move brand was designed to appeal primarily to students in

K-12 schools. The branding for the Let's Move On Campus needs to be adjusted so it

appeals to college-age students, but should still have some connection to the

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 existing Let's Move brand. We recommend a couple of changes to the current visual

branding of Lets Move to appeal to college-age students.

Logo recommendations:

We would recommend a simplified stencil art figure of a person in place the silhouette of a

child jumping in the current logo. We would also recommend the letter O instead of the

outline of an apple to better fit the college-age market.

Photography/imagery recommendations:

Images of kids playing at recess obviously is no longer going to cut it for the Lets Move On

Campus! Campaign. We would recommend Imagery related to fun ways of getting active

once you are older such as the Taking Back Sunday classes, mud runs, hiking the palouse,

etc

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 Color/typography recommendations:

Currently the Lets Move! Campaigns color scheme is the traditional primary colors targeted

at children. We recommend utilizing a more professional color scheme to attract college

age students. One way of incorporating this would be to use the perspective school colors

of the individual schools. For WSU, we would plan on using crimson and grey in our

imagery, fonts, and logo.

Part Three:
Creative examples to be Used in
the Campaign:
Owned:

Main campaign website:

The Lets Move on Campus website encourages students and universities alike to join in on
the initiative! Providing examples of programs we have incorporated into the Cougs Move
Campaign as well. The website is also linked to our social media pages.

http://samuellee912.wix.com/letsmoveoncampus

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 Paid:

Advertising:

One form of advertising we plan on utilizing is facebook advertisements and post boosting.
We chose this form of paid media because our audience of college students are extremely
active on social media and this is a very cost-effective way to advertise our campaign.

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Advertisement in the Daily Evergreen. See mock up below:

Earned:

Social Media:

Our plan is to be extremely active on social media. Along with our hashtag campaign that

gives us advocacy but we plan on running photo contests of Cougs getting active, spotlights

on students doing it right, nutrition tips like the Tasty videos, and much, much more!

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https://www.facebook.com/Lets-Move-On-Campus-1003858542985197/

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 Situational Analysis:

Strengths:

Our campaign works with students instead of restricting them.

Broke students will want to attend fitness classes free. (Average student loan debt is
currently $30,000)

Weaknesses:
Previous campaign not equipped to meet the needs of college students
Exercise programs less effective in obese, only 25% exercising daily outside of P.E. class
(dailycaller.com), So college is really our last chance to get people living a healthy lifestyle,
before they are hard to reach.

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 Opportunities:
The CougsMove! campaign can be adapted to other universities around the country for a
completed Lets Move on Campus! campaign. This can create a new form of competition
between universities which will greatly improve program interaction.

Threats:
School commitments, unforeseen circumstances (illness, weather) , budget

Campaign Goals & Objectives:

Our campaign is focused on the idea of balance. We dont want to tell college
students what not to do, we want to give them the foundation to create a healthy balance
in their life in a fun and interactive way!

Campaign Goals:
1. Getting students to be more active by showing them how fun it can be, and:
2. Getting student to make healthier eating choices

Target Audience:

Washington State University Students

Total population (Undergrad + Grad) 27,600

49% Male, 51% Female

Secondary audiences:

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 Freshman(First time free to make health choices) and then the rest of the undergrads.
Greek Community

Campaign Overview:

Education:
Taking Back Sunday free exercise classes, fun runs, and more!
Required Healthy lifestyle programming focused on creating balance that is accepted as
programing credit through IFC and Pan to get greeks involved, as many are campus
leaders.

Accountability:
#CougsMove hashtag for students to share success in gaining and maintaining a healthy
lifestyle with their friends and with the added incentive of winning prizes and shout outs via
social media.
A system to track fitbit/apple steps and SRC swipes campus wide, showing rankings so
students can compete and stay accountable in getting active.

Customer Decision Process with specific tactics/initiatives:

Awareness Consideration Purchase Loyalty Advocacy

Standing out: Get Getting our info out: Getting Get students to To get people to
our campaign on Getting students to students to create a routine of use our hashtag
students radar like/follow our social try our attending our on social media
beyond all the media accounts classes by events and we will have
other initiatives through advertising giving participating with contests and

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and campaigns and word of mouth, incentives for the campaign, and give prizes.
thrown at them. by our website being your first even starting to live Students getting
Well stand out by easy to navigate/ time, having a healthier their friends
working with understand, and them balanced life. The involved in the
students lifestyles making our campaign participate in incentive is that competition.
not restricting transparent. contests/com competition forces
them. petitions, etc. accountability.

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