MondaySummer 2010ADV 625 Capstone ClassS.I. Newhouse School of Public Communications

Introducing Oxygen

We are Oxygen, a Newhouse agency, founded by the 2010 advertising masters students. Our team is composed of five indispensible members:

Noelle Albert is our account director and nonprofit specialist. We like to think of her as an advertiser with a PR twist! She co-authored the book. Soon Noelle hopes to work in government affairs in Washintgon, DC.

Bridget Conrad is part media planner, part account planner and part book author. Besides being a thrill seeker who scuba dives, rock climbs, and plays Ultimate Frisbee, she is also an advertising junkie. This time next year she hopes to be working as an assistant media planner in NYC.

Ben Carter, our creative director, likes to salsa dance in team meetings to get the creative juices flowing. He designed and wrote the brochure, as well as put most of our graphs and charts together. Ben’s dream is to someday pay off his student loans. If he could do this with an advertising agency job in NYC, that would be fantastic! But winning the lottery would be ideal.

Amanda Kapsales is all-around amazing. She designed and formatted the book, and helped with research. Amanda is a sports fanatic whose Lovemarks include Syracuse Orange and the New York Yankees. Someday she hopes to work in sports advertising for the Yankees, or any team really... she just loves sports.

Yan Chen took all the nut pictures for the book with one of her four cameras! She juggled book design with media planning and helped write the sponsorship section of the book. She’s a whiz on Adobe software; designing faster than the eye can track. After Syracuse, Yan would like to work for an agency in China on a global account. What she doesn’t know is we aren’t ready to let her leave.

Sincerely,

OxygenIdeas for living

Noelle Albert Bridget Conrad Ben Carter Amanda Kapsales Yan Chen

Introducing Oxygen ……………………………………………………………………………....…... 2Executive Summary ………………………………………………………………………………….... 6Situation Analysis …………………………………………………………………………………….... 7

Industry Overview .………………………………………………………………………………... 8Healthy Monday .....……………………………………………………………………………...... 9Healthy Monday Programs ………………………………………………………………….......... 10Advantages/Disadvantages ..…………………………………………………………………….... 11Opportunities/Problems ..………………………………………………………………………..... 12Target Market ………………………………………………………………………………........... 13Insights …………………………………………………………………………………………...... 19Methodology ..................................................................................................................................... 20

Market ........................…………………………………………………………………………….... 21Market Opportunity ………………………………………………………………………………. 22Market Objective ………………………………………………………………………………….. 22Program Positioning ...…………………………………………………………………………….. 23

Program ....…………………………………………………………………………………………....... 25Big Idea ...............………………………………………………………………………………….. 26Go Nuts Research .....…………………………………………………………………………….... 27Metaphor Marketing ......………………………………………………………………………...... 28Sponsorship Plan ....………..………………………………………………………………............ 31

Creative ................…………...……………………………………………………………………….. 37Brief ............………………...……………………………………………………………………... 38Executions ..……………………………………………………………………………………....... 39

Testing ....................……………………………………………………….............……............. 43Future Recommendations .…………………………………………………………………….......... 46Evaluation .............................................................................................................. 47Closing ................................................................................................................... 49References .............................................................................................................. 54

Table of Contents

Executive Summary

Program Objective:Go Nuts Monday is a new Healthy Monday initiative that wants to convince Syracuse residents that a handful of nuts a day will decrease their risk of heart disease and type 2 diabetes. Research shows that nuts have many health benefits to them, and replacing one sugar or salty snack a day with a handful of nuts can have quantifiable health benefits.

Target Market:This program will be launched in the greater Syracuse area and be targeted to all Syracuse residents, and specifically to those at risk for heart disease and diabetes. If the program succeeds in Syracuse, it can be expanded to other areas with ease.

Sponsorships & Partnerships:There are multiple sponsorship and partnership opportunities in Syracuse for a program such as Go Nuts Monday:

• Wegmans• NYS Fair• Wineries• Syracuse University• Syracuse sporting venues• Local bars• American Heart Association• American Diabetes Association• Local media outlets

Situation Analysis

Industry Overview

Everyone has a cause. According to VolunteerMatch, a reputable organizational website that helps match volunteers to causes that matter to them, there are 127 non-profit organizations operating in the Syracuse, NY area. A similar .org website, CharityBlossom, also lists close to 100 non-profit groups.

Some of the organizations are religiously based or church organized, some are fraternities, and some are community organized, such as Little League Baseball Inc. Most of the organizations are narrowly tailored to one cause or the other.

Regardless of type and goals all non-profits are competing, directly or indirectly, for the same time, space and sponsorship of local corporations. It is true in some cases, that a corporation may be more biased towards one organization or another. For example, PetSmart will probably endorse the local humane society over the St. Rose of Lima Scholar Fund Inc. In a lot of cases, though, one non-profit looks a lot like the next, making the industry just as competitive as a profit based industry, and maybe more so.

According to Mintel (2009) there was a forecasted drop of -3.3% annual change in the amount corporations donate to non-profits between 2008-09, and only a 0.1% forecasted increase between 2009-10. Compared to the 46% increase between 2004-05, this is a huge drop. Comparatively speaking, organizations were donating $16.6 billion in 2005, compared to $15.4 billion that was forecasted for 2010.

Healthy Monday

Healthy Monday is a non-profit organization dedicated to helping Americans develop long term behaviors to avoid chronic and preventable diseases. Developing long term behavioral change is a hard process. In order to do it, Americans need regular reinforcement of the messages, group reinforcement, and a chance to set goals.

Monday is a reset day in the minds of America. Healthy Monday research shows that Monday is the main day for exercise, dieting, and attempting to quit smoking. Over half of respondents to Healthy Monday’s research said Monday represents a fresh start for healthy behavior.

*Information provided by Healthy Monday

Healthy Monday Programs

Healthy Monday runs a plethora of programs across America targeted to many different healthy behaviors. Typically these programs are self-sustaining, and driven by a simple and actionable healthy idea. Some examples of programs are:

• Meatless Monday: Cut meat out every Monday to improve personal health. It reduces risk of chronic diseases including cancer, diabetes, and obesity.

• Restock Monday: Use Monday to restock healthy items in the house such as fruit, herbal tea, and safe sex materials.

• Quit and Stay Quit Monday: A day to refocus and recommit to quitting smoking, to celebrate progress, or to quit again if you relapsed.

Other programs include suggestions to exercise, diet, visit your doctor, have safe sex and more.

*Information pulled from Healthy Monday provided materials and the Healthy Monday website.

Advantages/Disadvantages of Healthy Monday

Advantages• Healthy Monday is easily diversified• Easier to convince people to start fresh at the beginning of a week• Offers a simple message and solution to a health related issue• Educates/raises awareness about issues• Can fit with many different sponsors, because of the diversity of the issues• Health is a common concern; programs can easily expand nationally

Disadvantages• Has to be self-motivated• People lack the time and motivation to take care of themselves• Diversity of programs can serve to dilute Healthy Monday’s brand• No money, and doesn’t fundraise• Everyone has a cause; there’s a lot of competition for time and attention• The program has to catch on quick and run itself• It is hard to change long-term behavior and turn health into a habit

Opportunities/Problems for Healthy Monday

Opportunities• Healthy Monday is starting a movement; something they have already done before and

are good at• Sponsorships/Partnerships:

o Grocery storeso Other health non-profitso NYS Fairo Wineries

• Localized to the Syracuse community• Syracuse University • Grassroots and word of mouth effort means people are involved

Problems• Too much clutter in health messaging• People lack motivation and are tuned out to health messages• Healthy Monday has no man power• Grassroots effort means there has to be motivation to spread the word

Syracuse Market

Syracuse demographics:• 47.1% males; 52.9% female (city-data.com)• 85.7% graduated high school (U.S. Census)• 28.5% college graduates (U.S. Census)• Median HHI: $50,586• Racial break-down

Demographically, Syracuse tends to be a younger, blue-collar city. According to City-data.com the most common industries for males are educational services and accommodation and food services. Women lean towards health care and educational services. Professional and administrative jobs are low for both.

Randomly sampled PRIZM data on Syracuse corroborates with city-data.com and U.S. Census findings. Not all zip codes for Syracuse and the surrounding suburbs were available. Based on the random zip code selection the following psychographic segments are prevalent in Syracuse:

Multi-Culti Mosaic (54)*“An immigrant gateway community, Multi-Culti Mosaic is the urban home for a mixed populace of Hispanic, Asian, and African-American singles and families. With nearly a quarter of the residents foreign born, this segment is a mecca for first-generation Americans who are striving to improve their lower-middle-class status.”

2009 Statistics:

US Households: 1,930,969 (1.67%) Median HH Income: $36,087

*Information is directly from PRIZM

Lifestyle Traits:

• Shop at CVS Pharmacy• Buy Spanish/Latin music• Read Seventeen• Watch Premio Juventud• Volkswagen GLI

Demographic Traits:

Urbanicity: Urban Income: Lower-Mid Income Producing Assets: Below Avg. Age Ranges: 35-54 Presence of Kids: Family Mix Homeownership: Homeowners Employment Levels: WC, Service, Mix Education Levels: Some College Ethnic Diversity: White, Black, Asian, Hispanic

City Roots (61)*“Found in urban neighborhoods, City Roots is a segment of downscale retirees, typically living in older homes and duplexes they’ve owned for years. In these ethnically diverse neighborhoods--more than a third are African-American or Hispanic--residents are often widows or widowers living on fixed incomes and maintaining low-key lifestyles.”

2009 Statistics:US Households: 1,317,434 (1.14%) Median HH Income: $28,508

Lifestyle Traits:

• Order from drugstore.com• Gamble in Reno, NV• Read Catholic Digest• Watch NAACP Image Awards• Chrysler 300

Demographic Traits:

Urbanicity: Urban Income: Downscale Income Producing Assets: Below Avg. Age Ranges: 65+ Presence of Kids: Mostly w/o Kids Homeownership: Homeowners Employment Levels: Mostly Retired Education Levels: Some High School Ethnic Diversity: White, Black, Hispanic, Mix

*Information is directly from PRIZM

Urban Achievers (31)*“Concentrated in the nation’s port cities, Urban Achievers is often the first stop for up-and-coming immigrants from Asia, South America, and Europe. These young singles, couples, and families are typically college-educated and ethnically diverse: about a third are foreign-born, and even more speak a language other than English.”

2009 Statistics:

US Households: 1,730,092 (1.50%) Median HH Income: $36,334

Lifestyle Traits:

• Order from hotels.com• Play soccer• Read Latina• Watch Cristina• Volkswagen GTI

Demographic Traits:

Urbanicity: Urban Income: Lower-Mid Income Producing Assets: Low Age Ranges: <35 Presence of Kids: Family Mix Homeownership: Renters Employment Levels: White Collar, Mix Education Levels: Some College Ethnic Diversity: White, Black, Asian, Hispanic

*Information is directly from PRIZM

There are many other segments in the Syracuse area. The previous three are only a sample of the population psychographically, and not meant to be a complete representation of Syracuse and all surrounding suburbs. PRIZM does not have information from many of the surrounding suburbs, and those areas are not adequately represented in this sample.

Insights

1. People are worried about heart problems Heart problems were a much-mentioned topic when individuals from Syracuse were asked

about future health concerns. A 21-year old female, H.D., said her greatest concern was heart disease due to family history. A.C., a 34-year old female mentioned heart attack as the main concern.

2. People don’t have time Adults don’t have time. They are busy with careers, family, and other pursuits, and healthy

behavior takes a back seat. Although several interviewees mentioned that they wished for more time to exercise or sleep, it just wasn’t practical. E.P.W, a 41-year old male, said in order to sleep more he’d need a career change. L.C. (43, female) and A.C. (34, female) corroborated that response.

3. Not a lot of motivation to correct unhealthy behavior Although there were definite health concerns, and awareness of unhealthy behavior,

motivation to change was lacking. A.C., a 37-year old female said she would quit smoking, while she puffed on a cigarette during the interview, but had no idea what might motivate her to stop. Laughingly she said, “If I couldn’t breathe.”

Brief Methodology

Sample Size: 23

Men: 4; Women: 19Age Range: 21-55

Interviews conducted on 6/22/10 in the Newhouse Complex and Marshall Street.

Interview questions were a mix of direct, projective, and narrative based.

Market

Market Opportunity

Syracuse residents are concerned about heart problems and need a practical, every day way to address the concern. Healthy Monday has the opportunity to step in, raise awareness about their programs, and encourage Syracuse residents to take steps to become more heart healthy.

Market Objective

Encourage healthy behavior among Syracuse residents.

Program Positioning

Go Nuts Monday is the new Healthy Monday program which encourages Syracuse residents to be more heart healthy with the simple step of eating a handful of mixed nuts a day because there is a growing heart health concern in Syracuse.

Program

Big Idea: Go Nuts Monday

According to Harvard Health Publications there is a growing amount of research that shows nuts are healthy, especially for people at risk for heart disease. A handful of mixed nuts a day may help lower cholesterol, especially if nuts are used to replace less healthy foods.

Go Nuts Monday is a program by Healthy Monday which will partner with grocery stores, bars, Syracuse University, local sports teams, local wineries, the New York State Fair, and local media to promote healthy behavior in a handful of nuts every Monday.

Go Nuts Research

In 2003 the FDA reviewed a health claim request submitted by the International Nut Tree Council to approve the claim that one ounce of nuts a day can reduce risk of heart disease. At the time the FDA concluded that there was not enough research to conclusively make the claim, but there was still significant evidence it may be true. In the end the International Nut Tree Council was allowed to make the following statement; “Scientific evidence suggests but does not prove that eating 1.5 ounces per day of most nuts [such as name of specific nut,] as part of a diet low in saturated fat and cholesterol may reduce the risk of heart disease.”

Since the FDA’s 2003 review of nuts and their health benefits, a significant body of research to further prove the health factor has been accumulated. The Harvard Medical School and the Harvard School of Public Health jointly conducted a study in the early 1980’s on the differences in health risks between men who ate nuts two or more times a week and those who didn’t. The study was conducted over a 12-month period. They found that men who ate nuts were 47% less likely to suffer from a sudden cardiac death and had an overall 30% lower risk of dying from any type of heart disease (Harvard Medical School, 2006).

The Miami Herald published an article breaking down health benefits by nut (Rarback, 2010). For example, pistachios contain antioxidants, which lower oxidized LDL concentrations in the blood stream. Walnuts contain Omega 3 fatty acids that improve heart health, and almonds are high in protein, fiber, vitamin E, calcium and more (Rarback 2010). The trick to a heart-healthy nut diet is not in highly salted or oiled treats, like the type often found in the snack section of a grocery store. Natural nuts, and especially nuts with skin, are healthiest. Cashews and pistachios should be avoided in the heart-healthy mix because they are high in calories and bad fats (Rastogi, 2010).

Metaphor Marketing

Gerald and Lindsay Zaltman developed a new type of metaphor marketing research called Metaphor Elicitation Technique. Metaphor Elicitation Technique theorizes that most of our life influences lie so deep below the surface that we need to get below basic levels of awareness to understand what motivates us. The Zaltman’s developed seven deep metaphor giants through their research, which correlates to life motivations.

Although there was not time to conduct true metaphor marketing research, initial results from interviews mirror Zaltman’s giants.

Balance: The idea of equilibrium. This metaphor is about adjusting, maintaining and offsetting opposing forces, so all is as it should be. In this case we are talking about balancing time and activities. One individual interviewed talked about his crazy schedule. Fridays are Mondays, he never sleeps enough, and his job was all consuming. He had deep bags under his eyes and looked harassed by his computer. Though not all interviewees seemed as frantically busy when we talked to them, time and balance was a common thread.

Control: People like to be in control of their lives and hate the feeling of powerlessness. Health can’t always be controlled. One female talked about family history and the amount of diseases she may some day face, from Alzheimer’s to heart disease. Even something that was once in control, like an addiction, can feel out of control eventually. Another interviewee discussed the concept of quitting cigarettes without knowing what might ever motivate her to try.

Connection: Belonging, relationships, and being part of the whole. It’s easier to exercise in a group or a team, than alone. Motivations to exercise or be healthier included this feeling of connection. One interviewee said that was her main motivation to be healthy, when she had someone to do it with. Another agreed saying it is harder to let someone else down than your self.

Implications:

Where these giants intersect you can find Go Nuts Monday. Balance may be hard to achieve on a day-to-day basis, but Go Nuts Monday is a simple and quick way to be healthy. It doesn’t take an hour of exercise, or cutting back on work, all it takes is a handful of nuts.

You can’t control disease, but you can take steps to prevent it. Something as simple as replacing a cookie with a handful of nuts every day will reduce risk. Just as importantly, it gives back a feeling of empowerment and control over your life.

This is a Syracuse campaign. You are not alone in your frenzied schedule or heart worries. You are a part of the large Syracuse community, and there are a lot of others participating in Go Nuts Monday. Maybe it can be spread into the work place. Maybe you can force your 10-year old to eat the nuts instead of cookies as well. Either way, you are not alone.

In this way, three of Zaltman’s seven giants correlate heavily with our Go Nuts Monday insights and help map out where those insights connect to create a program that is quick, simple, empowering, and can be centered in Syracuse.

Sponsorship Plan

Communication strategyTo educate Syracuse residents about the health benefits of nuts, and move them to action on Mondays using local partners and sponsors.

Healthy Monday InitiativesHealthy Monday will develop Go Nuts Monday pamphlets and poster templates. The pamphlet will provide scientific information/research proving health claims of nuts. The poster template will educate consumers while allowing sponsors and partners to include their corporate branding. This will keep the Go Nuts Monday message consistent across different media outlets.

List of Sponsors/Partners List of MediaHealthy Monday Initiatives Pamphlet; Develop poster template

Wegmans Signs, bumper stickers, in-store, sampling, website, magazineNew York State Fair Messaging, banner, distribute pamphlets, sampling

Local Wineries SamplesSyracuse University Campus initiatives

Syracuse Sports Free samples, vending nuts stand, go nuts on the message boardLocal Bars Menu, Monday mixed nuts dish,

American Heart Association & American Diabetes Association

Messaging - give out our pamphlet, put logo on their pamphlet

Local media PR (TV, radio, and newspapers)

Wegmans SponsorshipWegmans will help Healthy Monday in promoting Go Nuts Monday and spreading the message.

• Post signs near the containers of nuts in Wegmans to educate consumers about which nuts are heart-healthy.

• Wegmans will feature a nut healthy recipe every Monday and set up a sample station for it. At the station, Wegmans will also distribute sample recipes with Go Nuts Monday information on it.

• Distribute a co-branded bumper sticker with the Wegmans and Go Nuts Monday logos on it. This will help to build awareness of the program and Wegmans’ participation among consumers.

• Create a special segment for Go Nuts Monday on Wegmans’ website under the Heart Health section. This will educate consumers about the health value of nuts and reinforce the program message online.

• Menu Magazine, Wegman’s specialty magazine, will feature Go Nuts Monday recipes. Additionally, it will further educate customers of the health benefits in a handful of nuts.

New York State Fair PartnershipNew York State Fair, located in Syracuse, will help Healthy Monday increase awareness of the Go Nuts Monday program.

• Add nut vendors to the New York State. Introducing nut farmers to the fair will encourage immediate participation in the Go Nuts Monday program. • Display a Go Nuts Monday banner to increase awareness of the program and add frequency to the message.• Ask food venders to distribute Go Nuts Monday pamphlets.

Contact: 800-475-3247/315-487-7711

Local Wineries and Liquor Stores SponsorshipThe Finger Lakes area has many small wineries in it, which will be asked to sponsor Go Nuts Monday. In addition, we can ask local liquor stores for similar sponsorship.

• Ask wineries to include a sample of mixed nuts with the wine tasting.• Have wine representatives speak shortly about how small amounts of wine and nuts a

day can be healthy for the heart.

Beak & Skiff Apple Farm Winery Contact: 315-677-9138

Finger Lakes Wine Center Contact: 614-840-2333 info@fingerlakeswinecenter.org

King Ferry Winery Contact: Advertising and Onsite Events czkfw@dreamscape.com 315-364-5100/800-439-5271

Syracuse University PartnershipIt is never too early to begin being heart-healthy. Syracuse University can also promote healthy nut living.

• Dining halls can have healthy nut lunches and dinners on Mondays.• The SU Healthy Monday program can distribute information and build awareness in the health clinic and across campus.• Partner with health and fitness clubs, fraternities, and sororities to help awareness on the campus and in the community.

Sports SponsorshipThere are three sporting venues in Syracuse: the Carrier Dome, the hockey arena, and Syracuse Chiefs’ baseball stadium. These venues can be used to increase participation and awareness of the program.

• Sell mixed nuts bags at a vendor stand in the stadiums for impulse buys and convenience.• Use a free nut coupon as part of the sports give-away.• Distribute the pamphlet on heart healthy living and Go Nuts Monday.• Ask the sports stadium to display the “Go Nuts” message on the jumbotron board to

increase awareness.

Syracuse Chiefs Contact: Mike Voutsinas, Assistant General Manager/Director of Marketing and Promotion mikev@syracusechiefs.com

Syracuse Chiefs Food Services Contact: Jim Emm, General Manager, James.emm@centerplate.com Tracy Durkin, Assistant GM, Tracy.durkin@centerplate.com

Syracuse Crunch Contact: Karen Simbari, Event and Sponsorship Services Manager, ksimbari@syracusecrunch.com Maggie Walters, Marketing Manager, mwalters@syracusecrunch.com

Carrier Dome Contact: Email: mail@carrierdome.com Concession Office: 315-443-4020 Management Office: 315-443-4634

Local Bars SponsorshipSyracuse has many local dining options, which can be leveraged to promote the Go Nuts Monday program and messaging.

• Replace peanut dishes at the bar with healthy mixed nuts dishes on Monday.• Ask bars to add a Monday special that includes a healthy nut mix in some way.

Kitty Hoynes Contact: David & Cindy Hoynes, Proprietors, 315-424-4974, cdhoynes@aol.com

The Blue Tusk Contact: 315-472-1934, bluetusk@cnymail.com

Empire Brewing Company Contact: Tricia Little, Marketing & Advertising, 315-475-4400, tricia@empirebrew.com

American Heart Association & American Diabetes Association PartnershipNuts are beneficial for preventing heart disease and diabetes. Partnering with the American Heart Association and American Diabetes Association will reinforce health messages and increase awareness of the Go Nuts Monday program.

• Distribute pamphlets and information on how nuts are healthy, especially for people at risk for heart diseases and diabetes. • Placing Go Nuts logo on American Heart Association and American Diabetes Association’s pamphlets to increase the awareness of the program.

American Heart Association Contact: 315-234-4700

Local MediaAsk the following local media outlets to help promote the Go Nuts Monday program as public service announcements:

• TV stations: NewsChannel 9 WSYR, NBC 3 WSTM, CBS 5 WTVH, FOX 68 WSYT• Radio stations: WWHT 107.9 FM, WCNY 91.3 FM, WNTQ 93.1 FM, WYYY 94.5 FM• Newspapers: Post Standard, Daily Orange

NewsChannel 9 Contact: Bill Evans, Director of Sales billevans@9wsyr.com

NBC 3 WSTM Contact: Amy Collins, Account Executive acollins@snycentral.com

WWHT 107.9 FM Contact: 315-472-9797

WCNY 91.3 FM Contact: 315-53-2424

Messaging Collateral

Creative Brief

Advertising ObjectiveTo raise awareness in Syracuse for Go Nuts Monday and encourage long-term participation.

Target AudienceAll Syracuse and surrounding area residents, but particularly residents at risk for heart disease and diabetes.

Program PersonalityQuirky and a little playful in tone, but serious about health benefits.

The Take AwaySyracuse residents can reduce risk for heart disease and diabetes by an action as simple as replacing a cookie with a handful of nuts every day.

BelievabilityResearch is on our side, and Healthy Monday has a long history of trustworthiness.

Executional MandatoriesGo Nuts logo on everything. Healthy Monday logo where appropriate. Brand sponsor logos where appropriate.

Go Nuts Monday Logo

Go Nuts Monday Informational Logo

Pamphlet - Outside Panel

Pamphlet - Inside Panel

Testing

Pre-Testing

We went through one round of pre-testing for the Go Nuts Monday program. An initial write-up of the idea was presented to Syracuse residents. The respondents were asked for initial thoughts, without any other build-up. We wanted the rawest and most automatic reply to test our idea.

Responses included:

• People love nuts, making this a good idea• Some initial awareness that nuts are healthy• Easy to do• Some hesitation on if they would visit the grocery store on Monday or not

Post Testing

One year after initial program implementation we recommend testing the following factors:

• Is there increased awareness of the health benefits of a handful of nuts every day?• Are Syracuse residents participating in the program?

These factors can be tested through an analysis of sales data at grocery stores, and other nut distribution centers. A simple survey, and in-depth interviews can also begin to answer the post testing questions.

Future Recommendations

This initiative can be expanded in the future:

• New sponsors might include more grocery stores. Wegmans is the only local grocery store with a comprehensive selection of healthy nuts. If the program takes off, P&C, Price Chopper and other stores can be encouraged to also sponsor the program and sell healthier nut selections.• This program is simple to understand and easy to implement. It can move geographically with little resistance. Especially in areas where nuts are locally grown, this program has huge potential to boom. • There are plenty of other natural foods with health benefits, which the campaign can be expanded to include. For example, Go Orange Monday.

Evaluation:

This initiative can be expanded in the future:

1. Is the program effective in leveraging the Monday motivation and weekly messaging in promotion sustained behavior change?

Yes, it is a simple and actionable suggestion, which doesn’t require an every day change to make a difference. Eating nuts just two or three times a week can help an individual be heart-healthy.

2. Does program proposal reflect an understanding of the pertinent health issues and target the appropriate segments of the community?

Yes. In our interviews we found the community is worried about heart disease, and this will lower the risk.

3. Does program utilize participants effectively and reflect an understanding of how the Monday concept can help them achieve their goal?

Yes, Monday still represents a fresh start and the chance to replace a few snacks a week with a handful of nuts.

4. Does proposal include ideas on how SU can help support the city programs and tie in with campus initiatives when practicable?

Yes. We incorporated SU and the Carrier Dome into the program’s sponsorship and partnership plan.

5. Will ideas get attention and generate public’s participation?

Yes, if advertised and marketed properly, with the right message and right partnerships, it will generate participation.

6. Is the idea sustainable?

Yes. Eating nuts will always help with heart-healthiness, and once the program has saturated the public awareness it can be transferred to other healthy natural snacks. For example, Go Orange, Go Bananas, or Go Apricots, Syracuse!

7. Can it be replicated and localized in other communities?

Yes. This is detailed in the Future Recommendations section. The program is simple and easily implemented anywhere.

Closing

Closing

Dear Healthy Monday,

Oxygen would like to thank you for the opportunity to present our Go Nuts Monday program. As a young agency we appreciate the chance to show you our understanding of Healthy Monday. We hope this book aptly demonstrates our research, key insights, and ability to pull together a fresh, simple, and easily implemented healthy program for Syracuse.

We would like to thank Heather Gawronski-Salerno for taking time out of her busy schedule to meet with us during this project. We would also like to thank Sid Lerner and the rest of the Healthy Monday family for coming to Syracuse University to deliver the creative brief.

Oxygen would also like to give a special thank you to our professor Dr. James Tsao for making this project possible, as well as to the Syracuse residents that participated in our interviewing process.

Sincerely,

OxygenIdeas for living

Noelle Albert Bridget Conrad Amanda Kapsales Ben Carter Yan Chen

References

References

(n.d.). Charity Blossom. http://www.charityblossom.org.

(n.d.). Volunteer Match. http://www.volunteermatch.org.

(n.d.). Eating nuts promotes cardiovascular health. Harvard Health Publications. Retrieved June 21, 2010 from http://www.health.harvard.edu.

(2006). Harvard University. Health & Wellness Resource Center. Nuts and your health: Cracking old myths. Retrieved June 23, 2010 from http://galenet.galegroup.com.

(2010). Syracuse, NY. MONEY Magazine. Retrieved June 23, 2010 from http://money.cnn.com.

Feldman, D. (2010, June 2). Ten foods for a healthier you. West Liberty Index. Retrieved June 23, 2010 from http://westlibertyindex.com.

Food and Drug Administration. (2003). Qualified Health Claims: Letter of Enforcement Discretion- Nuts and Coronary Heart Disease. (Docket No 02P-0505). Washington DC: U.S. FDA Office.

Mintel. (2009). Charities of Choice. Retrieved June 21, 2010 from http://www.academic.mintel.com.

Mintel (2009). Nuts and Dried Fruits. Retrieved June 21, 2010 from http://www.academic.mintel.com.

Mediamark Research & Intelligence. (2009). Products: Candy/Sweets/Snacks bought in the last 6 months. Retrieved June 21, 2010 from http://mriplus.com.

Mediamark Research & Intelligence. (2009). Products: Nuts bought in the last 6 months. Retrieved June 21, 2010 from http://mriplus.com.

Rarback, S. (2010, June 15). Trio of nuts has lots of health benefits. Miami Herald. Retrieved June 23, 2010 from http://www.miamiherald.com.

Rastogi, T. P. (2010, June 10). Here’s why you should eat nuts. Hindustan Times. Retrieved June 23, 2010 from http://en.wikipedia.org.

Syracuse, New York. (n.d.). Retrieved June 21, 2010 from http://en.wikipedia.org.

Syracuse, New York. (n.d.). Retrieved June 21, 2010 from http://www.city-data.com.

U.S. Census. (2010). Onondaga County, New York. Retrieved June 21, 2010 from http://quickfacts.census.gov.