•Problem Statements
Girls on the Run of the Bay Area need an updated promotional graphic communication systems for distribution.
•Purpose Statements
The purpose of this study is to develop an updated promotional graphic communication systems for Girls on the Run of the Bay Area’s culminating event, the Lollipop Family Fun Run.
•The 4-6 Sub-Problems
1. The need to identify the theme and style guide for Girls on the Run of the Bay Area.
2. The need to analyze and develop strategic methods used for marketing to women and girls.
3. The need to create effective public relations and positive marketing communication programs/methods that connect the female client to brands.
4. The need to analyze what strategic methods are used on brand positioning in marketing collateral.
5. The need to analyze the existing communication graphics and marketing services for Girls on the Run of the Bay Area.
6. The need to identify comparative innovative and creative marketing and promotional service programs
•The 4-6 Hypotheses/Solutions
1) An updated promotional graphic communication system will create a unique way to develop an identity brand for Girls on the Run of the Bay Area.
2) The creation of a style guide and promotional graphics guideline will enhance the identity and expand the brand reach for Girls on the Run of the Bay Area.
3) The redesign and reconfiguration of the existing style guide will facilitate and improve programs at GOTR.
4) The design of a flexible template system and communication style guide will facilitate the ability of GOTR to modify their campaigns for future programs.
•Statement of Delimitations
What the researcher will do:
•The researcher will intend to be realistic and develop reasonable communication objectives, given their available resources.
•The researcher’s goals is not to teach or to influence behavior, but to begin a process of getting a community excited about a program.
•The researcher will find out what other organizations are doing to address the problem, through communication and other approaches.
•The researcher will increase Girls on the Run of the Bay Area’s program effectiveness by developing a strategy that is attuned to the needs and wants of different intended audience segments.
What the researcher will not do:
•The researcher will not expect communication to cause a change of complex behaviors.
•What the researcher will not do is explore and research negative marketing strategies that target youth and/or negatively segment them.
•The researcher will not think of women as a “niche” target market; women make over 85 percent of consumer decisions, influencing over 95 percent of total goods and services decisions. (girlpowermarketing.com. Marketing to Women “Dont’s).
•The Operational Definition of Terms
Communication systems- A system of communicating, A system or facility capable of providing information transfer between persons and equipment. (Martin H. Weik)
Lollipop Family Fun Run- Girl on the Run of the Bay Area has a 10 week program that culminates in The Lollipop Family Fun Run, held each May and December at either Crissy Field or Golden Gate Park in San Francisco. It is open to the public, and a great way to cheer and support the girls as they strive to reach the finish line and achieve their season-end goals. ( Girls on the Run of the Bay Area, http://www.gotrbayarea.org).
Program objectives- The specific outcomes that you expect your entire program to achieve.
Promotional graphics/advertisements- Graphics that promote an idea, special event, service, marketing theme, or company. It is designed to create name recognition, be cost effective, and hit the target market every time (Colonial Advertising)
Social marketing- Practices are based on commercial marketing practices that make the
consumer the central focus for planning and conducting a program.
•The Assumptions
1. Girls on the Run of the Bay Area can and should increase marketing collateral, in order to do a better job reaching out to schools, parents, girls, volunteers, donors and business partners.
2. Girls on the Run of the Bay Area will continue to improve their information systems which will and should support the overall improvement and quality of their programs.
3. Girls on the Run of the Bay Area will put their client at the center of the process as the researcher will look at effective and innovative ways to do marketing and publicity on a limited budget.
4. Girls on the Run of the Bay Area organizers and participants are interested on what the organization is doing for them.
•The Statement about the importance of the study
The importance of this study is to develop an updated promotional graphic communication systems for Girls on the Run of the Bay Area’s culminating event, the Lollipop Family Fun Run. Through social and female adolescent health communications, the researcher will accurately define their female client and develop an innovative communication strategy that will perform as a guiding principle for the event.
•Conclusion
After a thorough analysis of all the possible solutions to the problem/purpose statements the researcher will define communication objectives, learn about the intended audiences, and explore the settings, channels or activities best suited. The researcher will then develop a communication strategy and draft a communication plan for the intended audience.
Tuesday, March 11, 2008
Monday, March 10, 2008
Research Methodology
Draft 1:
In order to assess progress on meeting objectives, I need to define the data I need to collect. The form of technique I will utilize to find this information will be Constructive research (develops solutions to a problem), Primary research (the collection of data that does not already exist) and Secondary research (existing research, from internal and/ or external sources):
[Discover]->[Define]->[Design]->[Develop]->[Measure]
Questionnaires- A series of questions for the purpose of gathering information.
Extreme User Interviews: Talking to people who really know (Marketing Executive), or know nothing (mother/community citizen), about previous GOTR programs and evaluating their experience. (IDEO Way)
Scenario Based Technique- An organizational method used to test strategies against uncertain future developments, however it is not a forecast of what will happen. Helps one understand what can happen. (wikipedia.org)
Consumer Market Research- Understanding the behaviors and preferences of consumers in the GOTR market; aims to understand success of marketing campaigns.
The Stages of the Health Communication Process
(U.S. Department of Health & Human Services: Making Health Communication Programs work)
Panel of Experts:
Nancy Noble- DAI lecturer, Industry Professional
Shari Weiss- Public Relations Professional, Marketing professor
(?)Nicole Reber- GOTR Marketing Chair
Susan Roberts- GOTR Executive Director
In order to assess progress on meeting objectives, I need to define the data I need to collect. The form of technique I will utilize to find this information will be Constructive research (develops solutions to a problem), Primary research (the collection of data that does not already exist) and Secondary research (existing research, from internal and/ or external sources):
[Discover]->[Define]->[Design]->[Develop]->[Measure]
Questionnaires- A series of questions for the purpose of gathering information.
Extreme User Interviews: Talking to people who really know (Marketing Executive), or know nothing (mother/community citizen), about previous GOTR programs and evaluating their experience. (IDEO Way)
Scenario Based Technique- An organizational method used to test strategies against uncertain future developments, however it is not a forecast of what will happen. Helps one understand what can happen. (wikipedia.org)
Consumer Market Research- Understanding the behaviors and preferences of consumers in the GOTR market; aims to understand success of marketing campaigns.
The Stages of the Health Communication Process
(U.S. Department of Health & Human Services: Making Health Communication Programs work)
Panel of Experts:
Nancy Noble- DAI lecturer, Industry Professional
Shari Weiss- Public Relations Professional, Marketing professor
(?)Nicole Reber- GOTR Marketing Chair
Susan Roberts- GOTR Executive Director
Tuesday, March 4, 2008
My PERT timeline
This is my PERT chart time line. It is just a first draft, as you can tell, I plan on adding more interviews, possible focus groups and other forms of related literature.
Yet again....
Ok, I received some great help from my classmates today in our groups, and once again decided to refine my problem/purpose statements, sub problems and hypothesis. I believe they are a bit more cohesive and overall better. This draft gives me a much better launching point....
Problem Statement
Girls on the Run of the Bay Area need a cohesive and efficient redesign of graphic communication systems for distribution.
Purpose Statement
The purpose of this study is to develop an appropriate and efficient promotional campaign to increase visibility and credibility of Girls on the Run of the Bay Area.
Sub Problems
1. Analyze strategic methods used for marketing to women and girls.
2. Discover what current methods are employed to create effective public relations and marketing communication programs that connect the female client to brands.
3. Analyze what methods are used on brand positioning in marketing collateral.
4. Analyze the existing communication graphics and marketing services for Girls on the Run of the Bay Area.
5. Analyze the various marketing services and communication programs used in the industry.
6. Discover the theme and style guide for Girls on the Run of the Bay Area.
Hypothesis/Solutions
1) A specialized designed marketing communication system will create a unique way to maintain brand and integrity intact.
1. The creation of a style guide and procedures/guidelines for designing and packaging the communication graphics will expand the brand reach for Girls on the Run of the Bay Area.
2. The redesign and reconfiguration of the existing style guide will facilitate and improve programs at GOTR.
3. The design of a flexible template system and communication style guide will facilitate the ability of GOTR to modify their campaigns for future programs.
Problem Statement
Girls on the Run of the Bay Area need a cohesive and efficient redesign of graphic communication systems for distribution.
Purpose Statement
The purpose of this study is to develop an appropriate and efficient promotional campaign to increase visibility and credibility of Girls on the Run of the Bay Area.
Sub Problems
1. Analyze strategic methods used for marketing to women and girls.
2. Discover what current methods are employed to create effective public relations and marketing communication programs that connect the female client to brands.
3. Analyze what methods are used on brand positioning in marketing collateral.
4. Analyze the existing communication graphics and marketing services for Girls on the Run of the Bay Area.
5. Analyze the various marketing services and communication programs used in the industry.
6. Discover the theme and style guide for Girls on the Run of the Bay Area.
Hypothesis/Solutions
1) A specialized designed marketing communication system will create a unique way to maintain brand and integrity intact.
1. The creation of a style guide and procedures/guidelines for designing and packaging the communication graphics will expand the brand reach for Girls on the Run of the Bay Area.
2. The redesign and reconfiguration of the existing style guide will facilitate and improve programs at GOTR.
3. The design of a flexible template system and communication style guide will facilitate the ability of GOTR to modify their campaigns for future programs.
Sunday, March 2, 2008
Sub problems and hypothesis....
Sub Problem 1: There lacks a consistent style guide within Girls on the Run of the Bay Area’s communication graphics.
Hypothesis:
As Girls on the Run of the Bay Area organization grows, there will be a consistent style guide to maintain the brand and integrity in tact.
Sub Problem 2: The quality of Girls on the Run of the Bay Area programs will suffer from the lack of marketing reach within their target client’s community.
Hypothesis:
After formulating a marketing guide that leads the community back to the organization, Girls on the Run of the Bay Area will recruit volunteers to improve the quality of programs by expanding their sites to better serve the girls.
Sub Problem 3: Given that they are a non-profit, their budget is limited and they rely on contributions.
Hypothesis:
After determining the estimated cost for completing the project, we can find an outside funding source to help with costs, as well as accept in-kind donations as tax-deductible.
Hypothesis:
As Girls on the Run of the Bay Area organization grows, there will be a consistent style guide to maintain the brand and integrity in tact.
Sub Problem 2: The quality of Girls on the Run of the Bay Area programs will suffer from the lack of marketing reach within their target client’s community.
Hypothesis:
After formulating a marketing guide that leads the community back to the organization, Girls on the Run of the Bay Area will recruit volunteers to improve the quality of programs by expanding their sites to better serve the girls.
Sub Problem 3: Given that they are a non-profit, their budget is limited and they rely on contributions.
Hypothesis:
After determining the estimated cost for completing the project, we can find an outside funding source to help with costs, as well as accept in-kind donations as tax-deductible.
After my first Meeting....
I met with Susane Roberts, Executive Director, from Girls on the Run Bay Area, last week and have further refined my problem/purpose statements.
Problem Statement
Girls on the Run of the Bay Area need to improve the quality of their programs and to expand their reach by increasing it's visibility and credibility in the community with volunteers and businesses partners.
Purpose Statement
The purpose of this study is to develop a promotional campaign that will encourage the community to volunteer and support Girls on the Run of the Bay Area.
Users: Bay Area community, local schools, teachers, parents, coaches, businesses.
Stakeholders: Girls on the Run of the Bay Area
Beneficiaries: Girls on the Run of the Bay Area image, programs, participants and adolescent girls ages 8-13.
References/Resources: Marketing Materials, Health promotion, cause and social marketing, community engagement, panel of experts
Location: Marketing collateral will be distributed to the greater Bay Area.
Draft 1 Biblio....
Aine, D. & Lester, D. (1995). Exercise, depression, and self-esteem. Perceptual and Motor Skills, 81, 890.
Andreasen, Alan R. (2006). Social Marketing in the 21st Century. Thousand Oaks, Calif. : SAGE Publications
American Psychological Association. (1998) Public Interest Directorate. A New Look at Adolescent Girls: Strenghts and Stresses, Research Agenda. Washington, DC. http://www.apa.org/pi/cyf/adolesgirls.html#sch
Boyd, K.R. & Hrycaiko, D.W. (1997). The effect of a physical activity intervention package on the self-esteem of pre-adolescent and adolescent females. Adolescence, 32, 693-707.
Chryler, Lisa-Marie Lauer. (2001). Corporate social marketing [microform] : message design to recruit future program participants / by Lisa Marie Lauer Chrysler. J. Paul Leonard Library. Microform Collection Fiche
Clark, Carolyn Chambers. (2002). Health Promotion in Commujnities: Holistic and Wellness Approaches. New York: Springer Pub. Co.
Daw, Jocelyne, (2006). Cause-Marketing for Nonprofits: Partner for Purpose, Passion and Profits. Hoboken, N.J: Wiley.
Developing a stigma reduction initiative : event planning, partnership development, outreach to schools and businesses, mental health resources, marketing to the general public, grassroots outreach. (2006). U.S. Dept. of Health and Human Services, Substance Abuse and Mental Health Services Administration, Center for Mental Health Services. J. Paul Leonard Library. Government Stacks HE 20.427:ST 5
Flaake, Karin (2005). Girls, Adolescence and the Impact of Bodily Changes: Family Dynamics and Social Definitions of the Female Body. European Journal of Women's Studies, Vol.12, No. 2, 201-212 (2005) DOI: 10.1177/1350506805051241. SAGE Publications
Fontane, P.E. (1996). Exercise, fitness, and feeling well. American Behavioral Scientist, 39, 288- 305.
Full Circle Associates. (2003). Marketing & Communications Resources for Non Profits. Seattle, WA. http://www.fullcirc.com/
Gerson, Richard F. (1989). Marketing Health Fitness Services. Champaign, Ill. Human Kinetics Books. J. Paul Leanord Library. Main Collection. GV428.5 .G47 1989
Gottlieb Hildy. (2006). The 3 Most Effective Tools for Community Engagement. Help 4 NonProfits Community Driven Institute. Copyright ReSolve, Inc. 2002, 2004, 2006.
http://www.help4nonprofits.com/NP_Mktg_3EffectiveTools_Article.htm
Journal of Nonprofit & Public Sector Marketing. BOUND: VOLUME 1-5 (1993-1997). Binghamton, NY : Haworth Press. J. Paul Leonard Library Periodicals Section
Maynard, Wedy Gray (2008). Marketing for Non-profit Organizations. Concept Marketing Group Inc. http://www.marketingsource.com/articles/view/2101
Palmer, L.K. (1995). Effects of a walking program on attributional style, depression, and self- esteem in women. Perceptual and Motor Skills, 81, 891-898.
Sargeant, Adrian (2005). Marketing Management for Nonprofit Organizations. Oxford,
New York: Oxford University Press
Sonstroem, R.J. & Morgan, W.P. (1989). Exercise and self-esteem: rationale and model. Medicine and Science in Sports and Exercise, 21, 329-336.
Problem Statement
Girls on the Run of the Bay Area need to improve the quality of their programs and to expand their reach by increasing it's visibility and credibility in the community with volunteers and businesses partners.
Purpose Statement
The purpose of this study is to develop a promotional campaign that will encourage the community to volunteer and support Girls on the Run of the Bay Area.
Users: Bay Area community, local schools, teachers, parents, coaches, businesses.
Stakeholders: Girls on the Run of the Bay Area
Beneficiaries: Girls on the Run of the Bay Area image, programs, participants and adolescent girls ages 8-13.
References/Resources: Marketing Materials, Health promotion, cause and social marketing, community engagement, panel of experts
Location: Marketing collateral will be distributed to the greater Bay Area.
Draft 1 Biblio....
Aine, D. & Lester, D. (1995). Exercise, depression, and self-esteem. Perceptual and Motor Skills, 81, 890.
Andreasen, Alan R. (2006). Social Marketing in the 21st Century. Thousand Oaks, Calif. : SAGE Publications
American Psychological Association. (1998) Public Interest Directorate. A New Look at Adolescent Girls: Strenghts and Stresses, Research Agenda. Washington, DC. http://www.apa.org/pi/cyf/adolesgirls.html#sch
Boyd, K.R. & Hrycaiko, D.W. (1997). The effect of a physical activity intervention package on the self-esteem of pre-adolescent and adolescent females. Adolescence, 32, 693-707.
Chryler, Lisa-Marie Lauer. (2001). Corporate social marketing [microform] : message design to recruit future program participants / by Lisa Marie Lauer Chrysler. J. Paul Leonard Library. Microform Collection Fiche
Clark, Carolyn Chambers. (2002). Health Promotion in Commujnities: Holistic and Wellness Approaches. New York: Springer Pub. Co.
Daw, Jocelyne, (2006). Cause-Marketing for Nonprofits: Partner for Purpose, Passion and Profits. Hoboken, N.J: Wiley.
Developing a stigma reduction initiative : event planning, partnership development, outreach to schools and businesses, mental health resources, marketing to the general public, grassroots outreach. (2006). U.S. Dept. of Health and Human Services, Substance Abuse and Mental Health Services Administration, Center for Mental Health Services. J. Paul Leonard Library. Government Stacks HE 20.427:ST 5
Flaake, Karin (2005). Girls, Adolescence and the Impact of Bodily Changes: Family Dynamics and Social Definitions of the Female Body. European Journal of Women's Studies, Vol.12, No. 2, 201-212 (2005) DOI: 10.1177/1350506805051241. SAGE Publications
Fontane, P.E. (1996). Exercise, fitness, and feeling well. American Behavioral Scientist, 39, 288- 305.
Full Circle Associates. (2003). Marketing & Communications Resources for Non Profits. Seattle, WA. http://www.fullcirc.com/
Gerson, Richard F. (1989). Marketing Health Fitness Services. Champaign, Ill. Human Kinetics Books. J. Paul Leanord Library. Main Collection. GV428.5 .G47 1989
Gottlieb Hildy. (2006). The 3 Most Effective Tools for Community Engagement. Help 4 NonProfits Community Driven Institute. Copyright ReSolve, Inc. 2002, 2004, 2006.
http://www.help4nonprofits.com/NP_Mktg_3EffectiveTools_Article.htm
Journal of Nonprofit & Public Sector Marketing. BOUND: VOLUME 1-5 (1993-1997). Binghamton, NY : Haworth Press. J. Paul Leonard Library Periodicals Section
Maynard, Wedy Gray (2008). Marketing for Non-profit Organizations. Concept Marketing Group Inc. http://www.marketingsource.com/articles/view/2101
Palmer, L.K. (1995). Effects of a walking program on attributional style, depression, and self- esteem in women. Perceptual and Motor Skills, 81, 891-898.
Sargeant, Adrian (2005). Marketing Management for Nonprofit Organizations. Oxford,
New York: Oxford University Press
Sonstroem, R.J. & Morgan, W.P. (1989). Exercise and self-esteem: rationale and model. Medicine and Science in Sports and Exercise, 21, 329-336.
Thursday, February 21, 2008
(final) How about this....
Girls on the Run Bay Area is a 501(c)(3) nonprofit organization that takes pride in educating and building confidence in young girls, ages 8-13, through non-competitive-based running programs in the San Francisco Bay Area. They are in need of volunteer based support to help promote Girls on the Run through committees, coach programs, event planning, sponsorships.
Problem Statement: Girls on the Run Bay Area need marketing and promotional material to gain volunteer support from the community.
Purpose Statements:
The purpose of this study is to develop promotional, informational and marketing outreach that will encourage the community to volunteer and support Girls On The Run Bay Area in their mission to prepare young girls for healthy adolescence and adulthood through non-competitive running.
Users: teachers, parents, coaches, community participants
Stakeholders: Girls on the Run Bay Area
Beneficiaries: Adolescent girls ages 8-13 and all of Girls on the Run Bay Area participants
References/Resources: Marketing materials, health promotion, cause and social marketing, community engagement
Problem Statement: Girls on the Run Bay Area need marketing and promotional material to gain volunteer support from the community.
Purpose Statements:
The purpose of this study is to develop promotional, informational and marketing outreach that will encourage the community to volunteer and support Girls On The Run Bay Area in their mission to prepare young girls for healthy adolescence and adulthood through non-competitive running.
Users: teachers, parents, coaches, community participants
Stakeholders: Girls on the Run Bay Area
Beneficiaries: Adolescent girls ages 8-13 and all of Girls on the Run Bay Area participants
References/Resources: Marketing materials, health promotion, cause and social marketing, community engagement
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