Table of ContentsExecutive Summary Page 1

Situation Analysis Page 1

SWOT Analysis Page 2

Research Page 3

Goals, Objectives, Strategies and Tactics Pages 4-10

Evaluation/Conclusion Page 10

Appendix A - Research

Appendix B - Impressions

Appendix C - Creative

Appendix D - Website and Social Media

Appendix E - Traditional Media

Appendix F - Finances

Appendix G - Correspondence and Meeting Notes

Media CD: Guerrero Interviews

Fit to the CoreTexas State University - Bateman 2012

Fit to the Core

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Executive SummarySan Marcos’s public school district is currently the

least fit in Central Texas. It needs to get fit to the core. This situation gave our campaign team its theme “Fit to the Core.” In the past year, the community has begun implementing measures to promote better nutrition in schools, serving students. The educational effort continues among a variety of groups, including one of our Bateman clients, the United Way. During the Bateman program month of February, the “Fit to the Core” team produced new media platforms that United Way has chosen to adopt and continue in its programming and communications. The campaign sought and received support from the city’s mayor in a most demonstrative way. Mayor Daniel Guerrero committed to a month of nutrition and exercise and lost 18 pounds during February. The campaign branded the “Fit to the Core” theme through granny apple green ribbons at schools and handing out green and red apples as healthy snacks at a wide variety of public

events, from walking events, health events and a flash mob dancing event at a grocery store to month-long activities at the San Marcos Public Library. To reach students from underserved areas of the community we built on the Head Start after-school program with a fun food and fitness presentation. A variety of experts participated in activities in a club atmosphere for students as well. The campaign posted and tweeted campaign updates almost daily on the “Fit to the Core” website, Twitter, Facebook and YouTube. The message also was promoted on the pages of such traditional media otulets as the San Marcos Daily Record. By the end of the month, the campaign had touched the minds of students, parents and other target audiences with more than 95,000 impressions. Again, the local United Way embraced our campaign theme as part of its future programs; and if the community follows the lead of the San Marcos mayor, then this unfit community has a great chance to be “Fit to the Core.”

Situation AnalysisA total of 63 percent of school-aged children in San

Marcos, Texas, fail to meet the Healthy Fitness Zone standards in several categories. This means that about 7,000 children of 11,500 under age 18 are not physically fit. The FitnessGram category that is most significant to our campaign is the Body Mass Index (BMI), which is a measure of a person’s total body fat. The statistics from last year’s FitnessGram indicate that a large number of students in San Marcos are obese, or at risk for obesity. The average BMI for both male and female students in San Marcos for almost every age group is well above the HFZ. Furthermore, a considerable percentage of students in every age group is failing to meet the FitnessGram standards for the BMI portion of the test. School district officials say the schools provide students with 73 percent of

their meals from healthy menus during the week. That leaves 27 percent of their meals for unhealthy eating, either junk food offerings at home or high sugar, high fat and sodium items at relatively inexpensive fast food outlets. Great awareness about obesity needs to be created for undisciplined eating away from school. In school, the San Marcos district follows stiff new rules regarding soft drink machines (they’re gone) and booster club fundraising efforts (no more chocolate chip cookies for sale during lunch). In the past couple of years, the San Marcos community has banded together to address the growing problem of childhood obesity by changing school lunch standards, creating organizations to promote health and wellness and encouraging students to form fitness related organizations.

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SWOT Analysis

• While San Marcos is a college-town, it has several organizations that are dedicated to improving health, fitness and nutrition for the children of the community. These organizations include Best Food F.I.T.s at Texas State University, the Healthy City Task Force and Healthy Hays.• The San Marcos Consolidated Independent School District adheres to strict school lunch standards and offers information on its website about nutrition. The schools also have fitness programs designed to match the different levels of childhood development.• Media are drawing attention to health issues in San Marcos through weekly columns.

Strengths Weaknesses• According to annual fitness tests held at each of the schools in the district, San Marcos is one of the worst districts for childhood fitness in Texas, and it lags far behind the national • Many of the health programs in San Marcos are new, having just started within the last year.• San Marcos is a relatively poor community, with 75 percent of students on free or reduced school lunches.

Opportunities• Some of the local schools have new programs and opportunities that lend to increasing awareness for childhood obesity. Crockett Elementary School recently opened a new track. This presents an opportunity to be involved in their walking program and garner media attention for childhood obesity issues. Mendez Elementary School is looking to expand its program by offering after school clubs for children that can be geared to health and fitness.• Many of the local health-geared organizations present joint and cross-promotional opportunities to help promote awareness for childhood obesity.• Grocery stores can try to educate people on how healthy eating can be achieved as economically as a kids meal.

Threats• We will have to compete with programs originating in Austin such as the Marathon Kids program.• Because San Marcos has a significant underserved community, reaching parents presents a major obstacle. We will have to compete with such obligations as multiple jobs taking up parents’ time.• Trying to overcome dominant, heavily advertised fast food options that are promoted daily through attractively priced specials.• Changing behavior among obese individuals and others in one short month. Long held bad habits are hard to break.

Walkers on the Crockett Elementary School track after Angel Drops ribbon cutting

Fit to the Core

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Research

Although San Marcos is small, it has a large percentage of overweight children. About 32

percent of children in the United States are overweight, but the percentage in San Marcos is even worse. According to the FitnessGram statistics from the 2010-2011 school year, only 33 to 60 percent of students pass the BMI portion of the test depending on the age of the students. Based on this data, the children of San Marcos fall well above the national average for childhood obesity. Additional research sheds light on the cause of the high obesity rates. Studies show that obesity is associated with a low socioeconomic status, and as a large portion of the San Marcos population falls below the poverty line, those members of the community are more at risk for childhood obesity. The U.S. Census of 2010 reports that nearly 6,500

families in San Marcos, about 37 percent, fall below the poverty line compared to 17 percent in Texas overall. About 69 percent of the students in the San Marcos Consolidated School District are considered economically disadvantaged, and 75 percent of students are on free or reduced-cost lunches. In regard to encouraging children to be healthier, a study published in Nutrition & Dietetics concludes that having pledges increase the effectiveness of obesity intervention methods in all age groups, especially if the pledge is visually enforced. Other successful methods include promoting general health rather than directly targeting obesity and providing information online that offers methods to incorporate healthy habits into everyday life. A more detailed secondary research analysis is available in Appendix A-1

Secondary Research

The “Fit to the Core” team distributed surveys to parents and children at the annual Education Fair

and to the Head Start Program families. The results, confirmed inconsistencies from national studies. For example, 55 percent of the children surveyed in San Marcos indicated that they only exercised a few days a week, but 76 percent of parents say that their child exercises every day. Parents and children gave substantially different answers to the same questions and the answers indicated the children of San Marcos were much healthier than the FitnessGram tests indicated. While the survey results were perplexing, additional outside research helps to explain the discrepancy. Studies show that parents and children have a tendency to provide inaccurate survey responses when dealing with health issues, especially those concerning weight. Parents and children often differ substantially in their responses, even when

taking the same survey. Children also have a tendency to give inaccurate responses when the survey is self-administered. Parents on the other hand tend to skew surveys about their child’s health to fit socially acceptable norms, and often are unaware of their child’s weight problem. Because of the information presented in outside studies, the secondary research presents a more accurate measure of the problem in San Marcos than the primary surveys. What the survey results do indicate, when combined with the outside studies, is that children and parents in San Marcos may be unaware of the growing problem of childhood obesity even with their own family. This means that steps need to be taken to inform parents and children of the growing problem. A more detailed analysis of the primary surveys and the outside studies that were used to evaluate the results can be found in Appendix A-2.

Primary Research

Target AudiencesOur survey results and the outside studies indicate

that discrepancies exist between the perceptions of parents and children regarding health and obesity and that San Marcos is fertile territory to creating a childhood obesity campaign among children and

families. Primary targets are children ages 3 to 19 and their parents. Secondary targets include such influencers as teachers and school officials, city officials and leaders working with health, fitness and nutritional efforts.

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Goal 1

Objective 1: Generate awareness through the distribution of 500 promotional materials with the Fit to the Core brand.

Define our childhood obesity campaign through core messaging by creating a recognizable, topical brand.

Strategy 1: Create a logo/slogan that appeals to our target audiences and embodies the key messages associated with fitness and nutrition.Rationale: The secondary research shows that visual reminders to be healthy increase effectiveness and results. Apples are commonly associated with health and education, as is the color green, making them good visual cues. Tactics:• The “Fit to the Core” logo uses a happy worm with bulging biceps to convey a fun and playful attitude toward combating this national problem.• The “Fit to the Core” slogan clearly translates the core message of our campaign.• The logo/slogan was printed on stickers handed out to children during various events to serve as a reminder of the importance of making healthy lifestyle choices.• The logo/slogan was incorporated into designs for all digital media including a website, a Twitter account, a Facebook page and a YouTube channel.• The logo/slogan appeared on news release stationery and collateral materials such as banners and newsletters.• The logo/slogan was used on pledge cards for community members to fill out and make a commitment to a health/fitness goal throughout the month of February.• Ribbon the color of granny apple green was used to tie bows to school doors, lights and trees; other ribbon was used to wrap sign poles.• Received a citywide Proclamation declaring Feb. 6-10 “Fit to the Core” Week.

Strategy 2: Distribute apples as well as apple-related materials to the San Marcos community to promote our brand and healthy nutrition.Rationale: Research shows that apples offer great health benefits, and they are a physical representation of the logo that was created to brand our campaign.Tactics:• During the H-E-B grocer’s “Second Saturday” health screening event the “Fit to the Core” team handed out apples in order to promote our campaign to encourage shoppers to buy healthy products.• Provided apples as a healthy snack alternative during a monthly Head Start program meeting at Hernandez Elementary.• Participated in weekly “Fit to the Core” club events at Mendez Elementary, where we regularly gave apples as an after-school treat and discussed healthy lifestyle choices.• Supplied apples for the Angel Drops Ribbon Cutting Ceremony at Crockett Elementary to commemorate the opening of their new athletic track.• Collected nutritional information and recipes involving apples to distribute through our social media platforms and newsletters.

Results: GOAL EXCEEDED. Brand elements directly affected 568 children and adults and provided a strong identity for the school community to attach to obesity and other health issues through the distribution of apples, stickers and pledge cards.

Team members Holly and Trista at H-E-B grocer’s “Second Saturday” event

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Goal 2

Objective 1: Participate in numerous events in the community attended by both parents and children and hand out promotional materials to create 200 impressions.

Raise awareness of child obesity in the city of San Marcos through the promotion of fitness and nutrition for children, parents, schools and the general community.

Strategy 1: Participate in the H-E-B grocer’s “Second Saturday” event to encourage shoppers to be healthy and to cross-promote with the grocer.Rationale: H-E-B is a large grocery store in San Marcos where many members of the community shop. H-E-B holds a “Second Saturday” event every month to promote nutrition-based shopping and healthy lifestyles.Tactics:• Set up a booth at the front of the grocery store with our campaign banner and logo to attract the attention of shoppers as they entered the building.• Handed out apples provided by H-E-B and promotional items bearing the “Fit to the Core” logo to children and parents.• Encouraged children to fill out a pledge card promising to live healthy during the month of February.• Encouraged parents to keep their children active and to sign up for our mailing list.• Taught community members about the levels of sugar in common foods found in grocery stores.• Participated in the H-E-B flash mob to promote dancing as a fun way to maintain physical fitness.Strategy 2: Reach low-income families by preparing a presentation about health and nutrition for the Head Start program.Rationale: The Head Start program is for lower-income families in the San Marcos area. Secondary research shows that lower-income families are more likely to have children that suffer from childhood obesity. Additionally, research shows that children respond better to health efforts if their family reinforces them at home.

Results: GOAL EXCEEDED. The promotional materials handed out at community events generated 404 impressions from parents and children, and reinforced the importance of health and fitness. We also succeeded in creating an after-school program that children wanted to continue.

Tactics:• Gave a presentation to 13 parents and 12 children at the monthly Head Start meeting that illustrated the problems related to childhood obesity and how to prevent them.• Handed out packets of fitness and nutrition information, coloring sheets and activity, recipes and the “Fit to the Core” newsletter.• Taught parents how to calculate their child’s BMI and how to make healthy recipes with their kids.• Provided a guest speaker from Best Food F.I.T.s with a background in nutrition to speak to the Head Start families about healthy nutrition.• Handed out apples to the parents and children as a healthy snack, as well as giving them information about the nutritional value of apples and how to use them in healthy recipes.• Encouraged parents to sign up for the “Fit to the Core” mailing list so they could receive a digital copy of the presentation and our newsletter.Strategy 3: Reach children on a more personal level by holding an after-school “Fit to the Core” club for elementary school children to educate students about the importance of living a healthy lifestyle. Rationale: Secondary research shows that elementary-school-aged children are more likely to fail the BMI portion of the FitnessGram tests. The research also shows that it is best to promote general health rather than targeting weight loss as an objective. Tactics:• Played games that the kids chose to play to show them that exercise can be fun and that it’s up to them. • Discussed the importance of nutrition and how to make healthy nutritional choices.• Brought in various speakers to talk with the children about the necessity of fitness in their lives and show them different exercises that can be done without equipment.

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Objective 2: Create 30,000 impressions through physical displays branding our campaign image that appeals to parents and children.

Strategy 1: Create “Fit to the Core” library displays at the San Marcos Public Library and the Crockett Elementary School Library to promote information about health and wellness in literature. Rationale: Our primary research shows that parents may be unaware of their child’s health problems. The San Marcos Public Library is a popular educational amenity in the San Marcos community with plenty of health and wellness books. The Crockett Elementary School Library is a library dedicated to children’s literature and is utilized by the students of Crockett.Tactics:• Assembled a “Fit to the Core” display at the San Marcos Public Library and the Crockett Elementary School Library, which included health-related literature for both adults and children to view and borrow.• Decorated the display with the “Fit to the Core” banner and green ribbons to draw attention.

Results: GOAL EXCEEDED. The various “Fit to the Core” displays directly impacted the community of San Marcos and reinforced the campaign message through 51,580 impressions.

• Included promotional materials like coloring sheets and pledge cards for children to complete.Strategy 2: Create a visual reminder to be healthy by tying green ribbons at key locations on elementary school campuses. Rationale: Secondary research shows that visual cues help children remember healthy messages and elementary school children are the most at risk for childhood obesity. Parents are picking up and dropping off children at elementary schools throughout San Marcos Consolidated Independent School District. Both parents and children can see outdoor displays at pickup/dropoff locations on school days. Tactics:• Tied granny-apple green ribbons on three elementary school campuses near the parent pick-up lanes as well as other well-trafficked areas to serve as a visual reminder to make healthy choices.• Requested that the schools make intercom announcements that explain the association between the ribbons and the “Fit to the Core” campaign.

ABOVE: Team members Elizabeth, Trista and Katie pose with the “Fit to the Core” display in the San Marcos Public LibraryRIGHT: Green ribbons adorn fences at Crockett Elementary

Fit to the Core

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Objective 3: Establish relationships with at least five influential organizations and people in the community to promote fitness and nutrition.

Goal 2 (continued from page 6)

Strategy 1: San Marcos Mayor Daniel Guerrero announced that he would begin a healthy exercise and nutrition regimen. “Fit to the Core” helped with his effort by creating a YouTube channel allowing him to discuss fitness and nutrition.Rationale: A community looks up to its leaders, and “Fit to the Core” wanted to encourage families that if a public figure takes action to ward off obesity in full view of society, then they can, too.Tactics:• Mayor Guerrero issued a city proclamation that declared Feb. 6-10, 2012, as “Fit to the Core Week” in order to “contribute to a healthier San Marcos.”• “Fit to the Core” filmed an interview with Mayor Guerrero in which he discussed: Why he changed the fitness and nutrition aspects of his lifestyle; what he is doing to get fit; the urgency of San Marcos taking action to battle childhood obesity; free outdoor exercise opportunities in San Marcos; and encouragement to the community ro recognize the benefits of health and to make a change now.• The interview was edited into six segments, uploaded onto the media platform YouTube and shared with “Fit to the Core” friends/followers through Facebook, Twitter and the website. It was also sent to editors.Strategy 2: Recruit guest speakers and fitness and health promoters to “Fit to the Core” after-school club and Head Start to share their knowledge with parents and children.Rationale: The speakers and presenters have knowledge of how to eat healthy and ways to get children active. Both fitness instructors have educational backgrounds in fitness and nutrition. Tactics:• HH Fitness owner and instructor Heath Herrera joined Mendez Elementary’s “Fit to the Core” Club on Feb. 28, 2012. Herrera taught the kids exercise moves that can all be done without equipment. The kids were sweaty and worn out by the end, but they had fun.“For kids, exercising is more about experimentation,”

Herrera said. “They’re learning what their bodies can do. You want to teach them that exercise can be fun.”• Assistant Chief Police Officer Warren Zerr, a couple other officers and CrossFit instructor Natalie Higby came to “Fit to the Core” Club on Feb. 21, 2012 and talked with the group about the importance of staying fit for their careers.• We brought dietetic intern Stephanie Burns to the Head Start meeting to speak to the families about nutrition. Burns discussed the pitfalls of drinking sugar-sweetened, carbonated beverages and the benefits of increasing ingestion of fruits and vegetables.Strategy 3: Encourage cross-promotion with several influential organizations in San Marcos.Rationale: Several organizations and people are working separately to create a healthier San Marcos. “Fit to the Core” joined efforts with city agencies, fitness instructors, Texas State’s Family and Consumer Science Department, as well as Bobcat Update, Texas State’s student-run news channel.Tactics:

ABOVE: “Fit to the Core” after-school club with San Marcos Police

BELOW: “Fit to the Core” after-school club with Heath Herrera

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Results: GOAL EXCEEDED. We connected with nine major organizations. In a short period of time the Bobcat Update interviews attracted 123 views.

• Bobcat Update interviewed the “Fit to the Core” team, and the videos were posted as a news segment on the organization’s YouTube channel, as well as aired on local public access stations.• Family Consumer Science’s Dr. BJ Friedman met with “Fit to the Core” and provided obesity statistics for the United States as well as Texas and San Marcos. Dr. Friedman heads the Best Food F.I.T.s program that encourages restaurants to improve children’s menu options as well as an increase in intake of fruits and vegetables.• Worked with the City of San Marcos through Mayor Daniel Guerrero to create the “Fit to the Core” week proclamation, as well as a series of interviews on health and fitness posted on YouTube.• Worked with the San Marcos Police Department at “Fit to the Core Club” to teach the group about getting fit now being a benefit to your future.• Incorporated fitness instruction by Heath Herrerra of HH Fitness and CrossFit instructor Natalie Higby into the after-school program at Mendez Elementary.

Goal 3

ABOVE: “Fit to the Core” partners with H-E-B for a flash mob

Reach the San Marcos community with the “Fit to the Core” message through media outlets.

Objective 1: Obtain 500 views on the “Fit to the Core” website.

Strategy 1: Create a website developed to provide educational information and methods that viewers can use to be more healthy and fit.Rationale: The results of our primary research show that parents and children may be unaware of their unhealthy lifestyles making educational information a necessity. Secondary research concludes that people respond better to web-based health resources if it includes means of implementation. Tactics:• Create unique content to drive traffic to the website.• Challenge-A-Day Calendar provided a daily fitness or nutrition challenge for children to complete each day

throughout the month of February.• “Fit to the Core” Calendar provided website visitors with an up-to-date calendar of community events “Fit to the Core” participated.• Provided information about activities and recipes that parents could use to improve their child’s health.• Link website with social media.

BELOW: “Fit to the Core” presents at a Head Start program

Fit to the Core

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Goal 3 (continued from page 8)Strategy 2: Incorporate the “Fit to the Core” brand and promotional material with the website.Rationale: Secondary research shows that visual cues, like the “Fit to the Core” logo help people remember important information like web addresses. Adding the website URL to “Fit to the Core” banners as well as promotional materials directed the community to the “Fit to the Core” website, where visitors could gain further insight into health and nutrition information.Tactics:• Incorporated the website URL on “Fit to the Core”

Results: GOAL EXCEEDED. Efforts to create and promote a unique website with content for both adults and children garnered 607 impressions based on the number of visitors to www.fittothecoresm.com.

Objective 2: Obtain 1,500 impressions through the use of “Fit to the Core” social media outlets.

Strategy 1: Create “Fit to the Core” Facebook, Twitter and YouTube pages to provide viewers with additional resources related to healthy nutrition and fitness, and discuss how to incorporate this into daily life. Rationale: Secondary research shows that people respond favorably to web-based resources that include methods for incorporating healthy habits into daily life. Facebook, Twitter and YouTube are popular platforms for brand awareness and to gain a following.Tactics:• Create unique status updates and tweets relating to our campaign efforts.• Link the Facebook, Twitter and YouTube accounts for simultaneous updates.

• Link and retweet news and information related to “Fit to the Core” from outside sources including everyday health, nutrition and fitness tips• Post photos of campaign events and promote future “Fit to the Core” events on Facebook and Twitter.• Share links to media coverage of “Fit to the Core.”• Share links to updated content on the “Fit to the Core” website to generate traffic.• Create a YouTube channel to connect with the community through video content.

Results: GOAL EXCEEDED. Through the use of Facebook, Twitter and YouTube, “Fit to the Core” obtained 4,948 social media impressions.

stickers, calendars, newsletters and banners.• Encouraged community members orally at events such as H-E-B grocer’s “Second Saturday” and the Head Start meeting to visit the website and directed them toward the URL on promotional material.

LEFT: Still image of Mayor Daniel Guerrero from YouTube pageRIGHT: Posts from the “Fit to the Core” Facebook page

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Evaluation/ConclusionBy the time the “Fit to the Core” campaign ended,

our goals were far exceeded in the San Marcos community with more than 95,000 impressions, the support of Mayor Guerrero and the promise that one of our clients, United Way, would adopt our theme, strategies and materials in the future to continue the fight against childhood obesity. “Fit to the Core” reached parents, children and the general community through branding, events, media coverage and our online platforms with a message of healthy fitness and nutrition. Greater access to upper grades would have given the campaign increased exposure and additional

creative opportunities. Positive feedback has poured into the local United Way office, local leaders report, in support of our efforts in the San Marcos community and other organizations in the area that got involved with the campaign. What began as a month-long campaign to address childhood obesity could become a permanent fixture in San Marcos. With United Way planning to maintain the “Fit to the Core” campaign in the near future, and the city’s mayor losing 18 pounds in February, San Marcos will have a chance to shed its title as the least fit school district in Texas and become a community that is “Fit to the Core.”

Objective 3: Reach 10,000 community members through traditional media.

Strategy 1: Pitch information about the “Fit to the Core” campaign to the San Marcos Daily Record to promote the brand, create awareness and drive traffic to events and displays.Rationale: The results of our primary research shows that parents and children may be unaware of the problem of childhood obesity in their own families. The San Marcos Daily Record is the dominant publication in the community with a circulation of 10,000.Tactics:• Wrote an Op-Ed piece (Feb. 7), highlighting the childhood obesity issue in San Marcos and what “Fit to the Core” is doing to educate the public.• Published a photo, both online and in print (Feb. 9), featuring our “Fit to the Core” display at the San Marcos Public Library, driving traffic to the display, as well as spreading awareness of the “Fit to the Core” brand.• Published a photo, both online and in print (Feb. 19), featuring our City of San Marcos proclamation of “Fit

to the Core” week, providing coverage of the event, as well as promoting the “Fit to the Core” brand. • Shared all traditional media coverage on social media to raise brand awareness.

Results: GOAL EXCEEDED. Working with the San Marcos Daily Record gathered 38,320 impressions for “Fit to the Core.” Pieces ran in print versions of the paper and online, promoting events and overall goals.

“We loved the “Fit to the Core” logo, and want to steal it. We’ve been been getting great feedback and the campaign has succeeded in generating publicity and creating awareness in the community.” - Michelle Harper, Executive Director, United Way Hays County

BELOW: Print and online image from the San Marcos Daily Record