Although I added this analysis to my marketing plan, I realized that I never shared it on my blog. The following is a summary of my 4 Bs based on research I did. I welcome any feedback you all may have:
Beliefs
Before - Physical activities are not as fun as sedentary activities like watching TV or playing video games (5.5 million US children in my target audience)
Percent Converted - 75%
After - Physical activities are fun and give me the chance to play with my friends outside of the virtual world. Also, regular physical activity will make me a healthier person (4.125 million US children
Behaviors
Before - I don't exercise very often and I choose sedentary activities in my free time over physical activities (4.125 million US children)
Percent Converted - 60%
After - I engage in some sort of physical activity every day (2.475 million US children)
Bodies/Bucks
Key Metric - Decrease in the number of obese children in the United States between the ages of 6 and 13
Incremental "Bucks" (Year 1) - I estimate that half of the children Play 60 successfully persuades to change behaviors will actually lose enough weight to no longer be classified as obese, so my "bucks" in year 1 is 1.2 million US children.
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I think it is going to be a good idea to include the definition of being obese/ overweight etc. and maybe be a little more specific on how many children whose average weight is blah blah will lose how much weight on average to meet your goal of reducing obese children.
ReplyDeleteThat's true (the above comment). Also, going from obese to overweight would still be a considerable success, if you want to measure that as well, because losing enough weight to no longer be considered obese may be over 20 pounds, which might be hard without other significant life changes like diet.
ReplyDeleteI would be careful with your before belief. You don't address health in this belief, but you do in your after belief. I would either focus on fun or health and narrow your beliefs down.
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