let's move it!

Presented ByITS ADVERTISING

• Cleveland Clinic welcomed its first patient in 1921

• The Clinic excels in both specialized medical care and comprehensive research and education.

• Clinic programs are geared toward the community

• Increase awareness and participation in the campaign at the local level

• Make Cleveland the healthiest city in the country

• Focus on utilizing social media and emerging technologies as well as other paid, owned and earned media.

STRENGTHS WEAKNESSES

THREATSOPPORTUNITIES

• Well known brand

• Trusted worldwide

• Limited audience participation in Let’s Move It!

• Join “Go Green” movement

• Help rejuvenate community

• Competing campaigns

• Audience barriers

• The Modern Mom

• 35-45 years old

• Married with children

• Employed full time

• Decision maker for her children and her parents

• Campaign Goals:• Behavior: Participate in Cleveland Clinic’s

Let’s Move It! Campaign• Knowledge: Increase Let’s Move It!

awareness

• Campaign Objectives:• Behavior: Increase participation in Let’s

Move It! By 10% in one year

• Knowledge: Increase awareness of Let’s Move It!

by 15% in one year

Direct Competitors• Michelle Obama’s

Let’s Move• University Hospitals

Indirect Competitors• Jamie Oliver’s Food

Revolution• NikePlus

Barriers• Too busy• Not enough money• Feels guilty• Doesn’t feel safe in

neighborhood

Benefits• Improvement in health• Bonding with family• Involvement in

community

• We want modern moms to see participation in Let’s Move It! physical fitness activities as a priority for her family to have healthy habits, and as more important than neglecting herself because she is too busy taking care of everyone around her.

• Strategy:The Let’s Move It! Campaign has family and

community based behavioral objectives of encouraging modern moms to engage in physical activities with their peers, neighbors and family members.

• Tactics:The Let’s Move It! BrandLet’s Move It (Neighborhood)! Events

FROM OUR HOUSE TO YOURS

BECAUSE HEALTHY HABITS START AT HOME

Let’s MOVE It! www.letsmoveit.org

• Strategy:Teaming with Cleveland Clinic

employees, community leaders, and volunteers the community-based focus of the campaign will be reinforced.

• Tactic:Community Involvement

w

PRINT AD

POSTER ADBus StopDowntown

signage

www.letsmoveit.org

• Strategy:To encourage participation, the Let’s

Move It! campaign will offer a variety of incentives that are appealing to the target audience and her family members.

• Tactic:Most Mover’s Contest

• Strategy:The promotion of the Let’s Move It

(Neighborhood)! events will begin with a kick-off event that invites the key publics to meet and interact with one another.

• Tactic:Let’s Move It! Kick-off Event

• Strategy:Various forms of paid and owned

media will be used to gain attention, raise awareness and increase participation in the Let’s Move It (Neighborhood)! events.

• Tactics:Social MediaAdditional Media StrategiesAdvertising

(1) There is a 10% increase in Let’s Move It! Participation

(2) There is a 15% increase in Let’s Move It! Awareness

•Surveys•Focus groups•Media impressions•Internet/Mobile tracking•Press clippings

Media mix: Jan 2013 to Jan 2014

Local newspapers Jan Feb March April and Jan

TV April May June July Aug Sept

Online newspapers Jan Feb March April and Jan

Outdoor April May June July and Aug

Thank you.