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Fuel Up to Play 60 en espa ñ ol Launch Program Overview, Media Strategy and Social Messages

Updated: October 1, 2015

For Internal Team Use/Planning

Fuel Up to Play 60 en español Program Overview:Thanks to funding from the PepsiCo Foundation, Fuel Up to Play 60 and GENYOUth will offer a Spanish-language and culturally relevant materials via the new Fuel Up to Play 60 website in fall 2015. Fuel Up to Play 60 (FUTP60) en español will help to engage Hispanic/Latino students, families, and communities in creating healthier school environments and empowering youth to choose healthy foods and to be active for at least 60 minutes every day.

The PepsiCo Foundation will provide $100,000 in funds to help Fuel Up to Play 60 schools in Miami and Los Angeles implement healthy changes that improve student nutrition and physical activity. In addition Morgan Stanley and Florida Dairy Farmers will provide grants to Miami-Dade County Public schools to help further support health and wellness activities and programming in schools.

Program Objectives:During its launch year (2015-2016) the initiative will deliver:

1. Culturally relevant Fuel Up to Play 60 en español content (materials and new creative) in Spanish for students and their families via the new FuelUptoPlay60.com

2. Mini-grants for schools in two target school districts (L.A. and Miami) and accompanying local S/R events3. State and Regional (S/R) local market communications and amplification

Communications Objectives:1. Support awareness and implementation of Fuel Up to Play 60 en español

Extend awareness of PepsiCo Foundation funding to support the adaptation of the FUTP 60 program to Hispanic youth, families and communities

Share insights on specific program elements geared toward Hispanic youth audiences and families; leverage focus group insights

2. Deepen program awareness, engagement and action with new Hispanic audiences, and elevate FUTP 60 as a solution for ensuring a healthy, high-achieving generation of youth

Emphasize importance of health and wellness programs in all communities, including Hispanic communities Leverage spokespersons to reinforce need, and the real change created by FUTP 60/FUTP 60 en español

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Target Audiences:Primary: Existing and potential FUTP 60 participants; school administrators and educators; youth

Communications will be targeted towards driving awareness of the program and its Spanish-language and culturally relevant resources to existing FUTP 60 advocates, as well as to new advocates who may previously not have joined due to language barriers.

Secondary: Parents/families and consumers; potential new/additional funders Understanding parents and community members are integral audiences within the Hispanic culture, national communications will focus

on surround sound efforts combined with local engagement to drive audiences to FuelUpToPlay60.com to learn more and get involved.

Launch Strategy:The en español section of the new website soft-launched on Fri., Sept.18, and the team will follow that momentum with a multi-channel, cross-platform en español launch the week of October 5 with sustained momentum throughout the following months.

To maximize the announcement impact and drive awareness and engagement, we will utilize a hybrid approach of paid, owned and earned media tactics.

Earned outreach will focus on creating a dialogue with targeted media Owned tactics will drive action and amplification among key audiences and stakeholders Paid tactics will drive reach and engage new audiences.

Signature Content Video Overview:A 2-3 minute docu-style video chronicling Hispanic Program Advisor Gustavo (Gus) Silva and a bilingual 5 th grade class in St. Charles, Illinois will serve as the signature piece of creative content. The video which will live on the new website and FUTP 60 social channels will use the example of an inspirational elementary school to motivate others to learn more and get involved. Complemented by a 15 second teaser video, the content piece will be supported by paid social amplification, partner amplification and earned local media outreach.

In addition, two 15 second pre-roll ads featuring Victor Cruz, New York Giants Wide Receiver, encouraging parents and kids to visit Fuel Up to Play 60 will run in both English and Spanish on NFL properties and be promoted via owned and partner social channels.

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Earned Media StrategyOutreach will be driven by a national multimedia press release distributed in both English and Spanish as well as targeted local media outreach to key Hispanic markets Los Angeles, Miami and Chicago.

1. National Press Releasea. Edelman to distribute press release announcing the launch of the program nationally via PRNewswire’s MultiVu on Monday

10/5. Release will include information about the launch events/grant donations in Los Angeles and Miami and link to the documentary video.

i. Example outlets: Hispanic Media: Terra, Yahoo! Latina Style, Siempre Mujer, etc. Mainstream Media: MSN, Reuters, Bloomberg, etc.

2. Chicago Local Media Outreacha. Edelman to conduct outreach to key Chicago Hispanic and general market media outlets in advance of the signature content

video’s release and press release announcement. Offer interviews with Gus to leverage the local angle to tell the broader story of Fuel Up to Play 60 (TBD: phone interviews and in-studio appearances to broadcast, print and online outlets).

i. Example outlets: Hispanic Media: La Raza, Hoy Chicago, Lawndale News, Univision, Telemundo, etc. General Market Media: The Daily Herald, Trib Local, St. Charles Patch, WGN-TV, etc.

3. Los Angeles Local Media Outreacha. Outreach to key L.A. Hispanic and general market media outlets 1-2 weeks in advance of the event on 10/13. Leverage

appearance by Pro Football Hall of Fame Offensive Tackle Anthony Muñoz to secure local broadcast, print and online coverage for the launch event and grant donation. Offer photo ops and additional interviews with spokespersons from FUTP60/GENYOUth, the PepsiCo Foundation, educators, students and any other health and wellness partners on-site (e.g. NHMA).

i. Example outlets: Hispanic Media: Univision, Telemundo, La Opinion, Para todos, Hoy LA, La Prensa USA, ESPN Deportes, etc.

*Note: potential for national syndication through select Hispanic L.A. outlets

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General Market Media: KTLA-TV, KNBC-TV, KTTV-TC, Los Angeles Times, Los Angeles Business Journal, etc.

4. Miami Local Media Outreacha. Outreach to key Miami Hispanic and general market media outlets 1-2 weeks in advance of event on 10/8. Leverage appearance

of Miami Dolphins alumni Troy Drayton and Twan Russell and cheerleaders. Offer photo ops and additional interviews with spokespersons from FUTP60/GENYOUth, the PepsiCo Foundation, educators, students and any other health and wellness partners on-site (e.g. NHMA).

i. Example outlets: Hispanic Media: Univision, Telemundo, EL Nuevo Herald, Diario las Americas, Terra.com, etc. General Market Media: WFOR-TV, WTVJ-TV, WPLG-TV, Miami Herald, South Florida Business News, etc.

5. Education Trade Media Outreacha. MMS to conduct outreach to education focused media including, but not limited to NEA Today, Instructor, etc.

Note: See appendix for additional media assets. Media benchmarks to be included in separate comprehensive en español measurement/recap document.

Social Media Strategy:Post Timing: September-October Timed with launch, Fuel Up to Play 60 and GENYOUth will post on Facebook, Twitter and Instagram to build buzz and excitement around

FUTP 60 en español. These will be preceded by teaser posts before launch to drive buzz/awareness (exact timing TBD of online resources). FUTP 60 team will publish ongoing posts leveraging the #FuelGreatness hashtag for the duration of launch and local events to share

highlights and engage with target audiences. Partners and Latina Bloggers Connect bloggers to also provide FUTP 60 team with content to share on digital properties. Additionally the team will leverage DMI’s Amplification Center to further share social posts with partners/external audiences.

o Below is the planned cadence of social content between September and October (consistent with social posting best practices)*: Facebook: 1 – 2 posts per week Twitter: 4 – 8 posts per week Instagram: 1 – 2 posts per week (may be higher pending visual content)

Note: This cadence will be adjusted during launch week based on content opportunities

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http://www.instagram.com/futp60

http://www.twitter.com/futp60

http://www.facebook.com/fueluptoplay60




*Note: cadence will be dependent upon activities and events. Team will increase number of posts around key launch events and activities.

Broader Social Amplification DairyGood and local State and Regional Dairy Councils to also promote using social messaging below and amplifying Fuel Up to Play 60

posted content. Relevant stakeholders to like, comment, share and retweet Fuel Up to Play 60’s content on the below social channels along with national

partners, S/Rs and Latina Bloggers Connect content. o Facebook o Twitter o Instagram

Note: See appendix for suggested social messages.

Paid Media / Partner Strategy:Leverage paid media partnerships through Latina Bloggers Connect, TriVu Media and Facebook to directly target relevant Hispanic audiences across multiple online touch points with deeper engagement. Leverage NFL partner channels to extend reach of messaging and content.

Latina Bloggers Connect Latina Bloggers Connect (LBC) is the leading Latina-focused blogger-brand community. It features an opt-in network of more than 1,700

influencers, making it a leader in reaching Hispanic parents online with messaging and content. The partnership will:o Deliver key Fuel Up to Play 60 en español messages in the authentic, natural voice of the bloggers to best engage their

communitieso Highlight the importance of both physical activity and good nutritiono Promote the signature video content featuring Gus and Richmond Intermediateo Share the Victor Cruz pre-roll / banner ads (English and Spanish-language)

Partnership details:o 10 influential Latina bloggers who are parents of school-age childreno 30 blog posts over the 3-month partnership beginning in October (3 posts from each influencer) o 120 social posts across Facebook, Twitter and Instagram

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http://instagram.com/FUTP60

https://twitter.com/FUTP60

https://www.facebook.com/FuelUptoPlay60




o (1) 60-minute bilingual Twitter party to generate widespread awareness of the program, hosted by 4 influential bloggers and including giveaways (autographed footballs, NFL gift cards, etc.) to incentivize widespread participation from their communities

o 2 bloggers (1 each) to attend FUTP 60 L.A. and Miami local events for in-person reporting including interviews with spokespersons, photo opportunities, live tweeting, etc.

TriVu Media Drive increased views to promo video via advertising across YouTube and premium Hispanic-focused or Spanish-language sites On YouTube, videos will run in the InStream format as video pre-roll and would have clickable companion banners On Hispanic-focused sites, videos will render in full-size video players

Facebook Facebook’s targeting enables us to reach Spanish-speaking parents via niche targeting options (including Spanish language, location,

ethnic affinity, interest and behavior) Leverage Facebook newsfeed ads to promote the long-form video and reach Spanish speaking parents in target communities All videos auto-play on desktop and mobile

NFL Victor Cruz pre-roll (English and Spanish) will run across NFL online properties (NFL.com, NFL.com/Español, NFL Rush, NFL Play 60) Banner ads driving to FUTP 60 website will run across NFL online properties (NFL.com, NFL.com/Español, NFL Rush, NFL Play 60) NFL radio integration with Sirius XM promotion to run mid-to-late October featuring español messaging NFL e-blast to 100k subscribers to run in mid-to-late October promoting español materials Player social posts promoting promo video, local event, etc. Amplification from local clubs around local events Prizes for LBC twitter party (autographed footballs, t-shirts, hats, gift cards) Inclusion in NFL’s Hispanic Heritage month release (Sept. 23)

Misc./Additional USA Today Child Wellness promotional print publication (Sept. 30); including digital ads highlighting en espanol program Opinion editorial from GENYOUth and PepsiCo (TBD: Huffington Post; paid amplification as appropriate); placement week of Oct. 5

Appendix:

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Media Assets & Materials Content on www.FuelUptoPlay60.com, including the Spanish language materials en español promo video and teaser video featuring Richmond Intermediate with testimonials from teachers, students and parents. Behind-the-scenes photos from video shoot for social amplification prior to launch Hi-res program photos Pre-roll with NFL wide receiver Victor Cruz (English & Spanish) Spokespersons (English & Spanish speaking):

o For Chicago outreach: Gustavo Silva, Dean at the Richmond School, St. Charles (location of the video shoot) FUTP 60 Student Ambassador (if needed) FUTP 60 spokesperson

o For L.A. event: NFL Hall of Famer Anthony Munoz Alexis Glick, CEO, GENYOUth Local PepsiCo Foundation and FUTP60/CMAB/farmer spokespersons Health and Wellness and other partner representatives – NHMA, California Dept. of Public Health

o For Miami event: Troy Drayton and Twan Russell (Miami Dolphins) Alexis Glick, CEO, GENYOUth Local PepsiCo Foundation and FUTP60/Florida Dairy/farmer spokespersons Health and Wellness and other partner representatives – NIMHD, Miami-Dade County Public Schools

Key messages in English and Spanish to inform press materials such as media pitches Spokesperson talking points/remarks (English & Spanish as necessary) National Press Release (English & Spanish) NFL Hispanic Heritage Press Release (distributed Sept. 23) Social messages and paid amplification Comms Grid / Amplification Grid L.A. and Miami local media alerts (English & Spanish) Fact Sheet (English & Spanish) FUTP 60 Visual Snapshot / Overview document eAlert/s from in-school team

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http://www.FuelUptoPlay60.com/




myPepsiCo internal newsletters OpEd/Blog from GENYOUth and PepsiCo (TBD: Huffington Post, etc.) USA Today Child Wellness inclusion/digital ads

Social AmplificationIn conjunction with pre-planned social messages outlined below, FUTP 60 team and supporting partners, schools, etc. to also leverage ongoing assets as they become available to further spread the word and drive engagement with FUTP 60 en español.

All posts on FUTP 60 channels will be in English, but below messages can be translated and shared in Spanish as appropriate for partners per audience and channel.

NOTE: Messages are to be used as a guide. Links to final video TBD once video is posted online.

Audience Objectives/CTA Suggested Messaging Timing LeadFUTP 60 To inform fans

of FUTP 60 en español launch and supporting resources

Entice audiences (incl. Hispanics) to visit the new FUTP60 site and access Spanish-language resources

Inspire parents to encourage their kids to

Facebook: Hispanic children between the ages of 6 and 17 are less likely

to participate in physical activity than their classmates. Learn how Fuel Up to Play 60, @GENYOUth Foundation and #PepsiCoFoundation hope to change that: http://bit.ly/1JyLl1L

We’re pleased to share the inspirational story of an exceptional school in Illinois. Remind you of your own school? Share your stories with us! <Insert promo video once available>

We’re in Miami/Los Angeles with _________ and _________ celebrating the launch of Fuel Up to Play 60 en español! Check out all of the Spanish-language resources now available to help empower Hispanic students, parents and communities to make healthy choices. http://bit.ly/1JyLl1L

Did you know Fuel Up to Play 60 en español provides Spanish-language resources to empower Spanish-speaking students, parents and communities to make healthy choices? Learn

Timed with press release launch on 10/5, events/Ongoing

Andrea/Edelman

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http://bit.ly/1JyLl1L





join FUTP 60 more: http://bit.ly/1JyLl1L

Twitter: .@FUTP60 en español is now at a school near you! Help

students make healthy changes to improve their nutrition & physical activity. http://bit.ly/1JyLl1L #FuelGreatness

.@FUTP 60 en español is changing the lives of Hispanic kids, parents & communities – check it out: <Insert link to promo video once available>

Check out this inspirational story of a school in Illinois that truly knows how to #FuelGreatness: <Insert link to promo video once available>

Check out @TeamVic sharing the scoop on @FUTP60 en español! <Insert link to pre-roll> #FuelGreatness

Instagram: Check out @TeamVic sharing the scoop on @FUTP60 en

español! <Insert link to pre-roll > #FuelGreatness Learn how these students #FuelGreatness. Head over to

FuelUptoPlay60.com to see the rest of this inspiring story <Insert promo teaser video>

Students* Encourage students to join FUTP60, and learn about/take advantage of its new Spanish-language resources

Facebook: Include images from local events as appropriate to accompany social posts Having a blast celebrating the launch of @Fuel Up to Play 60

en español! Check it out: http://bit.ly/1JyLl1L @Fuel Up to Play 60 en español empowers me to make small,

healthy changes – you can do it too! <Insert link to promo video once available>

@Fuel Up to Play 60 en español makes it easier for my family

Timed with press release and events/ongoing

CustomEd/Nancy

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to join in on the fun and help me in making small, healthy changes – you can do it too! <Insert link to promo video once available>

Finally @Fuel Up to Play 60 is en español! Check out the new resources and website for yourself! http://bit.ly/1JyLl1L

Twitter: Having a blast celebrating @Fuel Up to Play 60 en español!

Check it out: http://bit.ly/1JyLl1L @Fuel Up to Play 60 en español empowers me to make small,

healthy changes – you can do it too! <Insert link to promotional video once available> #FuelGreatness

In-School Adult Stakeholders (Educators, Program Advisors, Staff, etc.)

Encourage educators and program advisors to visit the website for new Spanish-language resources that may be used in the classroom

Highlight Hispanic Heritage Month and entice educators to visit the site for new

Facebook: FUTP 60 tools are now available in Spanish! Check out the

guide to introduce the program to Spanish-speaking families along with ideas for how parents can get involved both in school and at home: http://bit.ly/1JyLl1L

We’re celebrating Hispanic students making healthy changes to improve their nutrition & physical activity this National Hispanic Heritage Month. Learn more! <Insert link to new site/more info/promotional video once available>

Twitter: FUTP 60 en español is changing the lives of Hispanic kids,

parents & communities – check it out: <Insert link to video content once available>

To be timed with press release and events

MMS

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information and Spanish-language resources

S/R and Local Stakeholders

Entice S/Rs and local stakeholders to get involved and visit the updated FUTP 60 site

Encourage local stakeholders to showcase relevance of FUTP 60 en español during Hispanic Heritage Month

Facebook: Include images from local events as appropriate to accompany social posts @Fuel Up to Play 60 en español is changing the lives of

Hispanic kids, parents and communities – visit the new and improved FUTP60.com for more information: http://bit.ly/1JyLl1L

We’re celebrating Hispanic students making healthy changes to improve their nutrition & physical activity this National Hispanic Heritage Month. Learn more! http://bit.ly/1JyLl1L

Thank you <partner>, <partner>, <NFL player> for the amazing @Fuel Up to Play 60 en español kick-off! #FuelGreatness

Twitter: Love seeing the newly launched @Fuel Up to Play 60 en

español program empower students! Check it out: http://bit.ly/1JyLl1L

Thank you <partner>, <partner>, <NFL player> for the fun @FUTP 60 en español kick-off! #FuelGreatness

FUTP 60 en español is changing the lives of Hispanic kids, parents & communities – check it out: <Insert link to video content once available>

Timed with press release

Timed with local events

Christina/Nevenka

Note: S/Rs to additionally leverage NFL sample posts with local players

NFL/Players Spread awareness of FUTP 60 en español launch

Include images from player/s at local events as appropriate to accompany social postsFacebook: So proud to partner with @Fuel Up to Play 60 and

Timed with press release/

Darcy/Team Services

*S/Rs to leverage with

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and inspire fans, parents and students to get involved

@GENYOUth Foundation to help Hispanic students #FuelGreatness: http://bit.ly/1JyLl1L

Can’t wait to hang out with some amazing student leaders and celebrate the launch of @Fuel Up to Play 60 en español!

Twitter: So proud to partner with @FUTP60 and @GENYOUthNow to

help Hispanic students #FuelGreatness: http://bit.ly/1JyLl1L .@FUTP60 en español is changing the lives of Hispanic kids,


Launch and/or local events

players attending local events.

GENYOUth Drive awareness of FUTP 60 en español launch and available resources among key stakeholders, business partners, thought leaders etc.

Direct audiences to the new FUTP60.com

Facebook: So proud to partner with #PepsiCoFoundation to help Hispanic

students #FuelGreatness with the launch of Fuel Up to Play 60 en español: http://bit.ly/1JyLl1L

Hispanic children between the ages of 6 and 17 are less likely to participate in physical activity than their classmates. Learn how Fuel Up to Play 60, @GENYOUth Foundation and #PepsiCoFoundation hope to change that: http://bit.ly/1JyLl1L

With help from #PepsiCoFoundation, GENYOUth is one step closer to changing the lives of Hispanic children, thanks to the launch of Fuel Up to Play 60 en español: http://bit.ly/1JyLl1L

In Miami/Los Angeles with _______ and _______ celebrating the launch of @Fuel Up to Play 60 en español! Check out all of the Spanish-language resources now available to help empower Hispanic students, parents and communities to make healthy choices. http://bit.ly/1JyLl1L

Twitter:

Timed with press release/launch; local events; ongoing

Ann Marie Krautheim

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So proud to partner with #PepsiCoFoundation to help Hispanic students #FuelGreatness: http://bit.ly/1JyLl1L

In Miami/Los Angeles with _______ & _______ celebrating the launch of @Fuel Up to Play 60 en español! http://bit.ly/1JyLl1L

PepsiCo Foundation

Drive awareness of PepsiCo Foundation’s involvement in helping fund FUTP 60 en Español to support healthy Hispanic kids

Drive audiences to visit the new FUTP60.com

Highlight relevance of FUTP 60 en español during Hispanic Heritage Month

Facebook: Include images from local events as appropriate to accompany social posts Great news! The #PepsiCoFoundation is partnering with

@GENYOUth and will provide $100,000 to help fund Fuel Up to Play 60 programs in schools in Miami and Los Angeles. Learn more here: http://bit.ly/1JyLl1L

(September 15 – October 15) We’re celebrating Hispanic students making healthy changes to improve their nutrition & physical activity this National Hispanic Heritage Month. Learn more! <Insert link to new site/more info/promotional video once available> Cc @GENYOUth Foundation

Twitter: Proud to share we’re giving $100K to help fund FUTP60 in

Miami & LA schools Cc @GENYOUthNow: http://bit.ly/1JyLl1L .@FUTP60 en español & @GENYOUthNow are changing the

lives of Hispanic kids, parents & communities – check it out: <Insert link to video content once available>

Timed with press release and events

Ann Marie Krautheim

Dairy Farmers Demonstrate farmer support of FUTP 60 en español

Facebook: Love seeing the newly launched @Fuel Up to Play 60 en

español program empower students! Check it out: http://bit.ly/1JyLl1L

To be timed with press release; ongoing

Mike Braden

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Highlight contributions including Florida Dairy Farmers and encourage local students to explore new Spanish-language resources

Twitter: .@FUTP60 en español is changing the lives of Hispanic kids,


Florida dairy farmers grant $50,000 to Miami-Dade County Public schools to support health & wellness activities & empower Hispanic students: http://bit.ly/1JyLl1L

Dairy Good / Newsroom

Highlight the added benefits of FUTP 60 en español and significance of partnership

Drive awareness of Florida Dairy Farmers’ involvement in helping fund FUTP 60 en español

Facebook: Dairy farmers know how to #FuelGreatness. They’re

supporting health and wellness activities and programming via @Fuel Up to Play 60 en español – learn more: http://bit.ly/1JyLl1L

Love seeing the newly launched @Fuel Up to Play 60 en español program empower more students to get healthy and active! Check it out: http://bit.ly/1JyLl1L

Twitter: .@FUTP 60 en español is changing the lives of Hispanic kids,


Timed with press release

Sonny/Newsroom Team (with Andrea’s

support)

*Note on Students: Many social media channels such as Facebook, Instagram, and Twitter have an age limit of 13, due to the “Children’s Privacy Protection Act.” For FUTP 60 Student Ambassadors over the age of 13 who have received parent permission, please feel free to share photos and other content related to the Fuel Up to Play 60 en español launch, tagging @FUTP60 and using #FuelGreatness

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https://www.ftc.gov/enforcement/rules/rulemaking-regulatory-reform-proceedings/childrens-online-privacy-protection-rule

https://www.ftc.gov/enforcement/rules/rulemaking-regulatory-reform-proceedings/childrens-online-privacy-protection-rule




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