Download Part 1 - InnerLink Institute

Module 2: Advocacy
Part 1: Marketing 101
Overview
• In Part 1 of this module you will become
familiar with basic marketing strategies. This is
how you will promote each Comprehensive
School Physical Activity Program
(CSPAP)component.
• After reviewing the content, you will need to
complete the self check, by responding to
three questions about the information
presented.
Definitions
• Marketing: process of creating, communicating
and delivering the value of a product, service,
or idea to consumers (Mullin et al., 2007)
• Social Marketing: Specific system of marketing
designed to influence health behaviors for the
good of society
– Public Health issues are societal issues
– Physical activity, and thus CSPAP, is a public
health concern
Why Marketing?
• Companies, sport organizations, and
associations want to create and fortify
relationships with consumers to create and
maximize value.
– Marketing of the CSPAP
– Marketing through CSPAP
• Focus on both the short and long term
Importance of Marketing: Example
At Ohio State…
Why Marketing?
• You could have the best product in the world,
but if does not meet the consumers needs
(student’s needs in our case), then you will
not be successful in your implementation of
the CSPAP
• To maximize the impact of the CSPAP, the DPA
must market their program
Importance of Marketing: Example
• At the University of Oklahoma …
In it comes…
Revenue
Amount
Share
Ticket sales
Donor contributions
$23,262,318
$7,887,885
49.2%
16.7%
Advertising, royalties, sponsorships
Conference distribution
$5,312,299
$4,811,923
11.2%
10.2%
Bowl participation
Concessions, merchandise
$3,945,173
$1,035,997
8.3%
2.2%
Other sources
$1,017,402
2.2%
$47,272,997
100%
Total
From ESPN.com, “Money! Money! Money!, Dec. 7, 2004
Importance of Sports Marketing
• At the University of Oklahoma …
Out it goes…
Expenses
Amount
Share
Administrative
Salaries
$11,185,725
$5,111,244
37.6%
17.1%
Debt service
Operations
$4,239,218
$3,160,369
14.2%
10.6%
Home event
Bowl participation
$2,359,227
$2,196,949
7.9%
7.4%
Scholarships
$1,535,698
5.2%
$29,788,430
100%
Total
Marketing
• Some may think that “marketing is
marketing”, when in reality we must consider
the unique elements of CSPAP and consider
how each component is produced and
consumed
• Without consumers there is no CSPAP
• Each CSPAP component has unique consumers
(i.e., students, parents, teachers)
Components of Social Marketing:
The P’s
• Product: What is being marketed?
PA? An event?
• Price: What will it cost the audience?
Money? Time?
• Place: Where will the PA take place?
• Promotion: How will the events be
marketed?
• Public relations: Who is the target
audience?
Other P’s to Consider
• Partnerships: Who are stakeholders that
would support the efforts?
– Identify with whom you need to foster a
relationship
• Policy: Are there policies that support the
events? Programs?
– Identify existing policies
– How are the policies being cared out (i.e., are all
teacher adhering to the recess policy)?
• Purse Strings: What is the cost of a new
program or change in delivery of a
program?
More Marketing
• Branding – Creating an image
– Logos
– Newsletters
– Catchy name for the program
• People need to buy into why you do things
– Emphasize why physical activity is
important for children
– Sell what PA can do for families,
schools, communities
In Summary
•Without marketing you will not have any
program participants or consumers
•Each CSPAP component has slightly different
marketing strategies (i.e., children versus
parents)
•Consider the P’s
•Support the brand with quality instruction and
supervision that meets the needs of the target
audience