Catalyzing community action within a national campaign -: VERB™ community and national partnerships
Catalyzing community action within a national campaign -: VERB™ community and national partnerships
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DOI：
10.1016/j.amepre.2008.03.011
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发表时间：
2008-06-01
影响因子：
5.5
通讯作者：
Dodge, Kristin
中科院分区：
文献类型：
--
作者：
Bretthauer-Mueller, Rosemary;Berkowitz, Judy M.;Dodge, Kristin
VERB（TM）运动采用社会营销方法，通过大众媒体、学校和社区宣传以及伙伴关系传递信息，鼓励9-13岁儿童每天进行体育活动。本文介绍了VERB运动的社区和国家的伙伴关系战略，突出了三个成功的伙伴关系，并讨论了挑战与effortes.The全国广告产生的认识和亲和力的产品的品牌和激励的主要受众寻求产品。该运动的国家和社区伙伴参与促进产品分销渠道。该运动制定了一项三管齐下的伙伴关系战略，将宣传与该运动产品的投放结合起来（身体活动）：（1）重新定义身体活动的定位和交付方式;（2）将品牌与购买点联系起来;（3）参考（或驱动）观众的行动出口，机会，地方，VERB活动为合作伙伴提供了营销培训和资源，以帮助他们利用青少年的品牌知名度，并支持青少年定期进行体育活动。根据伙伴的四个特点提供技术援助的方法和营销工具的类型：（1）伙伴的网络，（2）网络中的领导者和拥护者，（3）伙伴用于社区运动的财政资源;以及（4）合作伙伴对营销思维的理解。协调，协作，在全国社会营销运动中，强有力的大众媒体和社区干预措施可以维持这些运动的直接效果。
The VERB (TM) campaign used a social marketing approach to deliver its message through the mass media, school and community promotions, and partnerships to encourage children aged 9-13 years (tweens) to be physically active everyday. This paper presents the VERB campaign's community and national partnership strategy, highlights three successful partnerships, and discusses challenges associated with the efforts.The national advertising generated awareness of and affinity for the product's brand and motivated the primary audience to seek out the product. The campaign's national and community partners were engaged to facilitate a product-distribution channel. The campaign developed a three-pronged partnership strategy to integrate the promotion with the placement of the campaign's product (physical activity): (1) reframe the way physical activity is positioned and delivered; (2) connect the brand to the point-of-purchase; and (3) refer (or drive) the audience to the action outlets, opportunities, places, spaces and programs to purchase the product.The VERB campaign provided partners with marketing training and resources to assist them as they leveraged tweens' brand awareness and supported regular physical activity among tweens. The method of technical assistance and the types of marketing tools were provided in relationship to four characteristics of the partner: (1) partner's network, (2) leaders and champions in the network, (3) partner's financial resources for community campaigns; and (4) partner's understanding of the marketing mindset.Coordinated, collaborative, and strong mass-media and community-based interventions within a national social marketing campaign can sustain the immediate effects of such campaigns.