white paper for be fit campaign
DESCRIPTION
Physical activity is an essential component of a healthy lifestyle. It helps control weight, builds lean muscle, reduces fat, promotes strong bone, muscle and joint development, and decreases the risk of obesity. Adult people need 4-5 hours with moderate to vigorous physical activity per week to improve they fit and maintain it further. The problem is that with every year more and more people start working in offices what usually is connected with spending a lot of working time in a sitting position that causes a lack of physical activity and has a harmful effect on their health. This campaign is encouraged to decide a problem of a ‘sitting life style’ among office workers and to create for them possibilities for amazing and bright spending their leisure time on weekend with benefits to their health and physical fit.TRANSCRIPT
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Both Students have contributed an Equal amount of work for this Campaign
2013
Social Marketing Michael Huisman and Valeria Solodka Lecturer: Mrs. Vdovychenko
[Social Marketing campaign Be Fit]
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Introduction Physical activity is an essential component of a healthy lifestyle. It helps control weight, builds lean muscle, reduces fat, promotes strong bone, muscle and joint development, and decreases the risk of obesity. Adult people need 4-‐5 hours with moderate to vigorous physical activity per week to improve they fit and maintain it further. The problem is that with every year more and more people start working in offices what usually is connected with spending a lot of working time in a sitting position that causes a lack of physical activity and has a harmful effect on their health. This campaign is encouraged to decide a problem of a ‘sitting life style’ among office workers and to create for them possibilities for amazing and bright spending their leisure time on weekend with benefits to their health and physical fit.
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STEP 1. Situation analysis: The social issue we are addressing is the lack of physical activity (health) among people that are fulltime working behind a desk in office. These persons have seldom the time for training during working days. The focus of our campaign is to get these people actively by offering them the chance to engage workouts in the weekends. The purpose is: increased physical activity of 47% in the amount of 4/5 hours per week per person among office workers in business centers on the weekends in 5 years.
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Findings from prior and similar efforts Most finding we have gathered from other health programs is that we need to have an influential person (third party leaders) who can lead the group: in our case we need to influence to kind of the leaders:
-‐ Functional leaders -‐ the boss or managers of the company so that they give an good example towards the main target group,
Strengths
+ Big community(business centre) + Diversity of workouts + New aquintances
+ Programs make health and fit + New adventures
Weaknesses -‐ Compe[[on (fitness centres) -‐ Monetary funds of par[cipants
-‐ Laziness of par[cipant -‐ Fear of going alone
-‐ Poli[cal law
OppurtuniAes + Partnership (with centres of ac[ve
leisure) + Intergra[on of the comunity in our
program + New friends or partner
+ Selfimprovement + "Bring a friend" opportunity
+ Audience with diverse interest + Business funds from business
owners + Maintain healthy rela[ons with
city administra[on
Threats + Poli[cal law
+ Occupancy of working parents with their small children
+ Other ac[vi[es + Health problems
+ Increased prices on sport ac[vi[es and equipment
SWOT
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-‐ And emotional leaders – the ones who are informal gate keepers and opinion leader of the collective so that they could share the information about campaign, attract attention of others and give a positive response.
Campaign America’s move to raise a healthier generation of children. Campaign change 4 life Campaign a healthy and active Australia
Formative Research For conducting the formative research the social network approach was used in order to identify opinion leader of the business community. In specific, the social network analysis method and the UCINET 6.0 software were used, together with the traditional ways, to find out the opinion leaders step by step, aiming at the circumstance of network community.
The main reason why this type of research was used is methodological feature of network analysis, which studies not only individual characteristics of the respondents, but also the relationships between them1. That is, the application of network analysis is appropriate when the research concerns the interaction of certain elements (actors) -‐ individuals, groups, organizations, and when it is needed to find out how this interaction goes, what effects it has and what is the structure of relationships.
In addition, the implementation of the social network analysis method and the UCINET software can simplify the process to a great degree, identifying the opinion leaders in certain part or whole community exactly.
In details, the network of a particular business community will be build through connecting ego-‐networks from Facebook page of the research participants to a bigger two-‐side links network. Where ego-‐network is considered as a network which consists of a focal node (“ego” or owner of the Facebook page) and the nodes to whom ego is directly connected to (these are called “alters” or friend on Facebook) plus the ties, if any, among the ‘alters’. Of course, each alter in an ego network has his/her own ego network, and all ego networks interlock to form the human social network.
The relation-‐based strategy and method of a ”snow ball” were used for data collection.
• The relation-‐based strategy starts with a relation of interest, such as emotional support, and then asks all the people that the respondent has this particular
1 Scott, John. Social Network Analysis: A Handbook. / John Scott. – Sage Publications, 2000. – 208 p.
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relationship with. Sometimes this is within the context of a circumscribed group, such as "which of your fellow employees to obtain emotion support from?". If appropriate this is then followed by attributes of the tie, such as duration, intensity, frequency, strength, and so on. If the relation is friendship, might ask strength and duration, but not frequency. If the relation is interacts with, might ask frequency and tenure of the relationship. Attributes of the “alters” can also be asked.
• “Snow ball” method of finding respondents implies that at first initial respondent should be found and then the researcher moves to his/her connections exploring their friends and so on while the whole network won’t be reproduced.
Image 1. Example of the EGO-‐network of the Facebook page, where the actors’ attributes of belonging to particular organization is marked with different colors.
In order to rebuild the social network of the business center ego-‐networks of all the respondents were joined and with the help of Girvan-‐Newman Partition Procedure the subgroups that refer to particular organizations (companies) were identified. Subgroup -‐ a piece of the network in which the actors are more interconnected than abroad.
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Image 2. Example of the combined social network of the business center community To explore basic characteristics of social network next interconnectivity indexes were used:
• Density&Average degree • Average Distance and Diameter • Connectivity • Centralization • Number of components • Fragmentation • Distance-‐weighted Fragmentation • Cliques per node • Core/Peripheriness • Transitivity
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Brokerage roles2 In a network in which groups are defined (e.g. men and women) each unit can be involved in the following brokerage roles:
• Coordinator; • Itinerant broker • Representative • Gatekeeper • Liaison
To examine the brokerage roles played by a given actor, we find every instance where that actor lies on the directed path between two others. So, each actor may have many opportunities to act as a "broker." For each one of the instances where ego is a "broker," we examine which kinds of actors are involved. That is, what are the group memberships of each of the three actors.
In the conclusion of the research, the methodology of business centers community social network analysis on the ground of the Facebook connections of the employees was worked out. This methodology allows picking out particular people who play the roles of opinion leaders in the organizations. In addition, the main advantage of this type of research such as personalization of the data allows getting access to the personal information and the contacts specifically of these opinion leaders. Recommendations: Promotion of the campaign should be focused on the cooperation and building the loyalty of the opinion leaders inside the business communities such as coordinators and gatekeepers whose contacts and Facebook pages have been identified and can be provided.
2 A. Mrvar: Network Analysis using Pajek. -‐ http://mrvar.fdv.uni-‐lj.si/sola/info4/uvod/part4b.pdf
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Step 2. Target audiences for campaign Target audience where described through next segmentation criterias: Geographical:
• Business districts Kiev with the highest density of office workers Demographic:
• Age 25-‐45, • Male/female to attract opposite gender, • Income 4000+/-‐ UAH, • Occupation: office workers with a sitting work, • Education: higher.
Psychographic: • Social class -‐ middle class,
Behavioral targeting: • Stages of change -‐ Action and determination phases.
Health styles segmentation system: • “Active attractives” – 13%, • “Tense but trying” – 10% • And “physical fantastic” – 24%.
Primary targets:
• ‘Coordinators’ and ‘Gatekeepers’ (emotional leaders) that was chosen by the social network research as a opinion leaders;
• Bosses and managers of the companies in the largest the business centers that where chosen for the campaign (as functional leaders);
• Business centers office workers;
Secondary audience:
• Family members and friends • People working other places all around the Kiev that also have ‘sitting life style’; • People willing to have more physical activates in order to improve their physical
fit and health;
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STEP 3 SET OBJECTIVES AND GOALS OBJECTIVES:
Behavior objective:
The behavioral objective for our campaign is that we want office workers to become more fit and spend less time behind a computer, by changing their old habits into new ones, for example normally they would have spend their free time watching television we want them to go out and undergo some physical activity.
Knowledge objective:
The knowledge objective for the campaign tells the participant through the hand of information and photos that it is better to be physical active than sitting home and watch television
Belief objective:
In order for them to act to our campaign, we need them to believe that they cannot live without our campaign and that when they don’t change their current behavior into the one provided by the campaign they will become unhealthy and obese.
Goals:
• Increase knowledge and improve attitudes and beliefs about office workers regular participation in physical activity.
• Increase in influencer support and encouragement of office workers participation in physical activity.
• Heighten awareness of options and opportunities for office workers participation in physical activity.
• Facilitate opportunities for office workers to participate in regular physical activity.
• Increase and maintain the number of office workers who regularly participate in physical activities.
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Step 4 ANALYZE TARGET AUDIENCES AND THE COMPETITION What is their current behavior The current behaviour of the selected target audience can be divided in 5 sections:
1. The person has made a decision to stop using, to make a change. as the person begins planning a course of action to initiate change in her/his life.
2. The person recognizes and admits that a problem exists, and has developed plan to make changes. He modifies his behaviors, environment, relationships, and experiences to overcome the problem. He puts the plan he made in the Determination stage into action.
3. They live a relative youthful and moderately health oriented. When it comes to to exercise and keep their weight down they are highly motivated, but they do not always succeed at this.
4. Similar to the one above but except they tend to smoke cigarettes. They are average in the amount of exercise they get and in their efforts to control their fat intake and weight. They have a moderate desire to exercise more, eat better, and control their weight more effectively as well.
5. This is the most health-‐oriented group, leading a consistently health-‐promoting lifestyle. They are above average in not smoking or drinking, exercising routinely, eating nutritiously, and making efforts to control their weight. This group is also the one who is most influence able to try new activities.
What do they currently know
All of the groups know that they need to change something in their lives to become more healthy and become more physical active.
What do they currently believe 4 out of the 5 groups believe that they should change their current behaviour and 1 group believes that they are doing everything according their believes
Costs versus Benefits
Benefits Costs good physical condition, better mood, and recognition by friends, out in the open and social inclusion, better nutritious food and time better spent
Money, energy, physiological comfort and free time.
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What barriers do they perceive? Some barriers that can occur are:
1. Old behavior, some persons are very comfortable in their current behavior and see the new behavior as a barrier and something bad.
2. Money, for some groups money can be a barrier because they need it to pay other costs (alimony, food, housing etc.)
3. Transportation, people that are coming from far can perceive that transportation is a barrier due to the time needed or multiple changes from transport modus.
4. Weather, some persons can feel that the current weather conditions will not motivate them to go to the activities that are taking place.
What are the major competing alternative behaviors: The most competing behavior for our target group is the current behavior because this is the behavior they feel most comfortable in, and because they feel most comfortable in this behavior they are seen as very unlikely that they will give it up in order to change it to the new behavior which is perceived by them as uncomfortable and too hard to strive for.
What benefits does your audience associate with these behaviors? The benefits that they perceive is they don’t have to do anything to make changes, so they way they live now with the current behavior should be seen as most comfortable and the safe zone.
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Step 5. Marketing analysis v Product:
Core Product – benefits of healthy life style: good physical condition, better mood, and recognition by friends, out in the open and social inclusion.
Actual Product -‐ physical activity for 5-‐6 hours per week during the weekends
Augmented product: flyers of discount for attendance of the event, fancy T-‐shirts and trainers, mobile app with calendar and description of events; funny trophies to place in office in order to brag behind the colleagues (like cups, magnets and etc.).
v Price
Monetary cost: Decreasing and overcoming of costs
• Fees for attending different activities,
• To attract partnership companies to give us discount to attend their activities or free try outs.
• Cost of sport equipment and clothes,
• Attract clothing sponsors who provide materials such as clothes, sport equipment etc.
• Transportation cost; • Arrange activities on locations that are easy to reach by public transport and if the activity is located outside the city to organize carpooling under the participants to achieve minimum costs.
Non monetary costs:
• Associated with transport time to get to the activity location and training,
• And associated with the effort to embrace the weather conditions to get to the activity.
• Associated costs: we should created activities that are bounded by severe time planning so that the participants can plan their day.
• Before organizing the particular activity the weather forecast should be taken into account and in case the weather conditions are not comfortable for outdoor endorsements, indoor endorsements should be held.
Psychological: • Mental fatigues after working week,
• Discomfort of being with unfamiliar people and feeling out closed by others,
• Barriers to be social active. • Discomfort from learning new physical activities.
• Provide the participants with activities that will
overcome the mental fatigues and deliver to the participants motivational messages that ‘‘physical activities are the best method to overcome mental fatigue’’.
• Every activity should start with a small gathering where the participants will be initiated to become acquainted with each other.
• People who bring 2 or more friends to the activity will be awarded with free attendance to the activity.
• Every activity should have an expert/trainer who will explain to the novice participants all the rules and how the activity works.
Physical:
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• Muscle pain,
• Bruises/broken limps due to extreme sports • And loss of energy due to sport.
• Before the activity starts warm-‐up are necessary and after activity stretching of muscles.
• Provide the participants with the right instructions and protective clothing.
• In order to maintain the participant energy, coffee breaks/ picnic should be organized for them before or after the physical activities.
v Place: ⎯ To perform desired behavior:
ü Parks, ü Sport and fitness centers, ü Outside the city sport bases, ü Swimming pools, ü Shopping centers that include entertainment activities,
⎯ To acquire any related tangible objects: ü Facebook and website page of the campaign, ü Google play and App Store to download mobile app ü Campaign online shop ü Expo stands in business centers
⎯ To acquire associated services: ü Campaign info e-‐mail for consultations, ü YouTube channels, ü Google maps to mark the place where the activities are.
Ways to make the place more convenient access
• Make the location closer; • Extend hours; • Make the location more appealing; • Be there at the point of decision making; • Make performing the desired behavior more convenient than the competing
behavior
v Promotion
Key messages: the key message that should be delivered to the target audience is that to become healthier the current behavior should be diverged towards a new behavior ( become more physical healthy by joining the campaign)
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Communication objectives: the marketing communication objectives are determined by problems the target or product category may encounter and any market opportunities the product/service has to solve to overcome these problems.
Our marketing communication objective should describe what we want our target audience to think, feel, and do after they are exposed to your marketing message. It should answer the fundamental question, “What’s in it for me?”.
1. Create a brand awareness for your company 2. Defining a need the product or service can fulfill 3. Encouraging action from the target
What do they need to know/believe: The targeted audience should know that ‘’What’s in it for me’’, can be achieved by participating and following our campaign in order to be more physical active and gather the wanted healthy lifestyle.
What actions we want them to take: the targeted audience should be interested in the campaign and be willing to take a trial in a activity that they prefer the most so that with the first time they immediately have a good feeling about the campaign.
Communication style: The campaign will be using 2 types of communicating style, the styles used are:
1. Moral elements are directed to audience’s sense of what is right and proper ( “I’d like to be like a sportsman” adds)
2. Nonverbal elements rely on visual cues, graphic images and symbols and on the body of actors and models, facial expressions, body movement, eye contact, physical appearances
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Promotion strategies and Media types:
1. Social Media coverage 2. ATL Advertising (press and out-‐of-‐home ad) 3. Interactive marketing (website and e-‐shops) 4. Branding/packaging 5. Viral or guerrilla marketing through social media channels 6. Direct marketing and word-‐of-‐mouth 7. Endorsements/testimonials through interactive marketing, social media
channels and opinion leaders using a word-‐of-‐mouth 8. Sales Promotion and flyers through Freebies and other rewards or incentives
Media vehicles:
1. Facebook/Vkontakte, Foursquare, Blog of the campaign
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2. Printed magazines that are distributed in those chosen for campaign business centers (Forbes, Investgazeta, Commersant, Kievpost) and Out-‐of-‐home advertising channels such as billboards, city-‐lights, banners placed around business centers.
3. Official Website of the campaign and e-‐shop where branded products will be sold, also services of collective purchasing such as Pokupon.ua, Kupiskidku.ua, Grupon.ua, Kuponu.com.ua and etc. that can also be used for distributing attendance flyers.
4. – 8. Advertising placed on the branded products such as t-‐shirts and trainers with logo of the campaign, and on the trophies and funny prices.
5. YouTube channel 6. Word-‐of-‐mouth is going to be activated through involving opinion leader of
business communities in campaign with free branded samples, free attendance of the events (provided they bring two more friends with them on the campaign events ) and giving them honorable role in the events and awards for attendance.
v Publics
There are 2 types of publics that should taken into account with the campaign:
1. External publics include the target audience, secondary audiences, policymakers (ministry of health)
2. Internal publics are those who are involved in some way with either approval or implementation of the program: • Sponsors, Sport clubs and outdoor activity clubs Etc.
v Purse strings
From where comes the budget: in the case of this campaign the money comes from 1 channel so the budget will be derived from:
1. Funding (companies, sponsors, target audience) 2. Free Trials from event holders (showing good by doing good)
v Proposition:
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Our campaign will be envisaged to the targeted audience that the transition from the current behavior to new behavior can be achieved by showing them what the benefits are and that the benefits will always outweigh the costs (new behavior outweigh old behavior).
v People/staff:
The staff will consist out of highly trained professional and or people that have the knowledge in the field that we need. Think about personal trainers, marketing researchers, finance workers etc..
v Partnership: -‐ Sport clothes producers like Nike, Adidas, Puma, Affliction and etc. -‐ The business centers itself and companies whose offices are situated in
particular business centers where the campaign is taking place. -‐ Sport clubs and fitness centers. -‐ Personal trainers and sport stars. -‐ Beginning cloth designers -‐ Companies who provides sport equipment for renting (like bicycles, roller
skating, skiing, snowboarding and ice skating and etc.) -‐ Companies, which provides outdoor events. -‐ Shops of funny souvenirs (WOW-‐shop, …) -‐ Media sponsors
Step 6. Evaluation and monitoring plan
For Campaign Evaluation Social Marketing Benchmark Criteria is planned to be used:
ü Customer orientation ü Behavior and behavioral goals ü Theory-‐based and informed ü “Insight” driven ü “Exchange” analysis ü “Competition analysis ü Segmentation and targeting ü Intervention and marketing mix
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Measured goals:
1. Increase knowledge and improve attitudes and beliefs about office workers regular participation in physical activity.
2. Facilitate opportunities for office workers to participate in regular physical activity.
3. Increase and maintain the number of office workers who regularly participate in physical activities.
Techniques and methodology to conduct the measures:
1. Social Media and Web Analytics by Google Analytics Tool for website and Social Media Metrics for Facebook, Vkontakte, YouTube.
2. Reports on conducted events, budget usage and analytics on effectiveness of provided by social campaign services by business process optimization management
3. Reports on campaign evens attendance through check-‐in and feedback services on Foursquare, mobile app calendar and Google maps requests.
Regularity of taken measurements:
1. Every week measure the change in traffic after conducted on weekend’s events 2. Every four months – resulting measurements, every year -‐ big annual report and
at the end of campaign in 5 years – General Report on Campaign 3. Every week and on every event simultaneously in order to find the most popular
and attractive activities.
The annual reports on the campaign results will be published and distributed among existing and potential sponsors and partners, also these results will be further used in promotion massages in order to attract new participants, increase social approval of the campaign and loyalty among members.
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Step 7. Budgeting and funding sources
Costs Funding Sources Product-related costs: 22 500$
-‐ Printing 10 000 flyers with discount 0.10$ per flyer – 1 000$
-‐ 1000 fancy T-shirts and 100 trainers, 15 000$+5 000$= 20 000$
-‐ 1 mobile app can be created for – 1 000$
-‐ 100 funny trophies 5$ per one - 500$
– Covered by funds
government.
– Covered by the sponsors of clothing companies and covered by funds from government.
– The mobile app will be created by students from university of applied sciences Utrecht, Netherlands as a part of their graduation project.
– This will be covered by the
funds from the government and the trophy sho itself as social good
Price related costs: 26 000$ – Variable costs per weekend are estimated on
500$*52=26 000$;
– Covered by own funds of
participant in deliberation with activity holder.
Place related costs: 43 400$ – Group 2-hour attendance of a fitness and sport
centers (50 times a year) – 100$*50= 5 000$;
– Outside the city sport bases group attendance (20 times) – 600$*20=12 000$,
– Swimming pools group attendance (36 times a year) – 400$*36= 14 400$,
– Shopping centers that include entertainment
activities group attendance (20 times a year) – 600$*20= 12 000$
– Sport clubs and fitness
centers and own funds of participants
– Outside the city sport bases and own funds of participants
– Swimming pools and own
funds of participants – Shopping centers and own
funds of participants
Promotion related costs: - 19 500$
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– 6 articles in printed magazines – 1 000$;
– Renting out-of-home advertising places – 10 000$;
– Website and e-shop creation and searching optimization – 1 500$;
– Promotion activities on services of collective purchasing (50-80% discounts on activities);
– Filming a Viral Video – 5 000$;
– Social media promotion campaign connected
with SEO, ALIWEB, social media posting and etc. – 2 000$
– Media sponsors;
– The business centers itself and companies whose offices are situated in particular business centers where the campaign is taking place.
– Sport clubs and fitness centers.
– Sport clubs and fitness centers.
– Media Sponsors; – Sport clubs and fitness
centers. – Sport clubs and fitness
centers.
– The business centers itself
and companies whose offices are situated in particular business centers where the campaign is taking place.
Evaluation and research related costs: - 31 900$ – Formative research – 5 000$
– Weekly conducted measurements of web-
activities (salary per month) – 800$*12= 9 600$;
– Salary of the one who will be conducting financial reports (per month) – 900$*12=10 800$
– Governmental and Grant’s
funding;
– Sport clothes producers like Nike, Adidas, Puma, Affliction and etc.
– The business centers itself
and companies whose offices are situated in particular business centers where the campaign is taking place.
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– Annual reports at a number of 5 and 1 General report – 1 000$*5= 5 000$ + 1 500$ = 6 500$
– Governmental and Grant’s funding;
TOTAL = 143 300$
Strategy to appeal to potential hinters:
For this campaign an affordable method was chosen, this method is the easiest to obtain because the campaign will be formed after the funding is established. This way the organization behind the campaign knows what they can spend on certain costs in order to stay on budget. This method is the most used around NGO and it has shown that it works best. Compared to the competitive parity model where you will have the same amount of money as other SMC’s in this same sphere, we are now working on our best and try to keep costs down as much as possible so that we can deliver as many quality into the campaign instead of that we use the money as a quantitative source.
The method chosen will help us to build a strong qualitative campaign that has the potential to become one of the leading campaigns in this sphere of activity.
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Step 8. Complete and implementation plan 8.1 Will there be phases to the campaign? How will they be organized (i.e., by market, objectives, activities)?
The Campaign was divided in 9 phases; the reason for this division is that it makes it more clear what there has been done and what there still should be done. The phases were divided by activities according the structure of the Work-‐planning sheet provided by Philip Kotler, improving the quality of life.
8.2 For each phase, what will be done, who will be responsible, when will it be done, and for how much? Task/phase ID/Name Duration Started Finished Evaluation Introduction Valeria 1 day 04-04-2013 12-04-2013 Yes Phase 1 Valeria/Michael 1 week 04-04-2013 18-04-2013 Yes 1.1 social issue Valeria/Michael 1 week 04-04-2013 04-04- 2013 Yes 1.2 focus Valeria/Michael 1 week 04-04-2013 04-04-2013 Yes 1.3 purpose Valeria/Michael 1 week 04-04-2013 04-04-2013 Yes 1.4/1.7 Swot Valeria/Michael 1 week 04-04-2013 04-04-2013 Yes 1.8 similar Valeria/Michael 1 week 04-04-2013 04-04-2013 Yes 1.9 formative research
Valeria 2 weeks 04-04-2013 18-04-2013 Yes
Phase 2 Valeria 2 weeks 04-04-2013 17-04-2013 Yes 2.1 target audience
Valeria 2 weeks 04-04-2013 17-04-2013 Yes
2.2 primary Valeria 2 weeks 04-04-2013 17-04-2013 Yes 2.3 secondary Valeria 2 weeks 04-04-2013 17-04-2013 Yes Phase 3 objectives
Michael 1 week 11-04-2013 17-04-2013 Yes
3.1 behavior Michael 1 week 11-04-2013 17-04-2013 Yes 3.2 knowledge Michael 1 week 11-04-2013 17-04-2013 Yes 3.3 belief Michael 1 week 11-04-2013 17-04-2013 Yes 3.4 goals Michael 1 week 11-04-2013 17-04-2013 Yes Phase 4 Michael 1 week 11-04-2013 17-04-2013 Yes 4.1 current behavior
Michael 1 week 11-04-2013 17-04-2013 Yes
4.2 what do they know
Michael 1 week 11-04-2013 17-04-2013 Yes
4.3 what do they believe
Michael 1 week 11-04-2013 17-04-2013 Yes
4.4 benefits Michael 1 week 11-04-2013 17-04-2013 Yes 4.5 costs Michael 1 week 11-04-2013 17-04-2013 Yes 4.6 barriers Michael 1 week 11-04-2013 17-04-2013 Yes 4.7 alternating behaviors
Michael 1 week 11-04-2013 17-04-2013 Yes
4.8 benefits Michael 1 week 11-04-2013 17-04-2013 Yes 4.9 costs Michael 1 week 11-04-2013 17-04-2013 Yes Phase 5 9P’s Michael 1 week 11-04-2013 17-04-2013 Yes 5.1 Product Michael 1 week 11-04-2013 17-04-2013 Yes 5.2 Price Michael 1 week 11-04-2013 17-04-2013 Yes 5.3 Place Michael 1 week 11-04-2013 17-04-2013 Yes
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5.4 Promotion Michael 1 week 11-04-2013 17-04-2013 Yes 5.5 Purse strings
Michael 1 week 11-04-2013 17-04-2013 Yes
5.6 Proposition Michael 1 week 11-04-2013 17-04-2013 Yes 5.7 Publics Michael 1 week 11-04-2013 17-04-2013 Yes 5.8 people Michael 1 week 11-04-2013 17-04-2013 Yes 5.9 partnership Michael 1 week 11-04-2013 17-04-2013 Yes Phase 6 Valeria 1 week 11-04-2013 17-04-2013 Yes 6.1 Evaluation Valeria 1 week 11-04-2013 17-04-2013 Yes 6.2 methodologies
Valeria 1 week 11-04-2013 17-04-2013 Yes
6.3 techniques Valeria 1 week 11-04-2013 17-04-2013 Yes 6.4 how will be measured
Valeria 1 week 11-04-2013 17-04-2013 Yes
Phase 7 Valeria 1 week 11-04-2013 17-04-2013 Yes 7.1 product related strategies
Valeria 1 week 11-04-2013 17-04-2013 Yes
7.2 Price related strategies
Valeria 1 week 11-04-2013 17-04-2013 Yes
7.3 place related stratgies
Valeria 1 week 11-04-2013 17-04-2013 Yes
7.4 promotion related strategies
Valeria 1 week 11-04-2013 17-04-2013 Yes
7.5 evaluation strategies
Valeria 1 week 11-04-2013 17-04-2013 Yes
7.6 potential funding
Valeria 1 week 11-04-2013 17-04-2013 Yes
7.7 what strategies
Valeria 1 week 11-04-2013 17-04-2013 Yes
Phase 8 Michael 1 week 11-04-2013 17-04-2013 Yes 8.1 what phases Michael 1 week 11-04-2013 17-04-2013 Yes 8.2 implemtation plan
Michael 1 week 11-04-2013 17-04-2013 Yes
Format Michael/Valeria 1 day 17-04-2013 18-04-2013 Yes