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American Academy of Pediatrics

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Submitted By tchwala
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The American Academy of Pediatrics

Eat Fresh. Move More. Watch Less.
Campaign to Combat Obesity in Children & Adolescents

XXXXXXXXX

November 19, 2013

MKTG201/ACP250, Marketing for Social Change
Fall Semester 2013

Contents
Executive Summary 3
Background, Purpose, & Focus 3
SWOT Analysis 4
Target Audiences 6
Objectives & Goals 7
Barriers, Benefits, Competition, & Influential Others 8
Positioning Statement 10
Product 10
Price 11
Place 11
Promotion 12
Monitoring & Evaluation 13
Budgets & Funding Sources 13
Implementation Plan & Timeline 15
Resources 16

3

Executive Summary
Given the rise in the amount of obese children and adolescents in the United States, the American Academy of Pediatrics (AAP) will implement a campaign to promote in helping our society combat and prevent obesity. The AAP will implement a mobile app to track and promote a healthy lifestyle and to help spread awareness among parents, children, and teenagers. The mobile app will track participants’ goals by observing their meals, exercise patterns, BMI, weight, surveys, etc. The AAP is a leading and respected non-profit organization with its goal of being “dedicated to the health of all children.” In helping AAP implement the program, various school districts, health clubs, the YMCA, Microsoft, physicians, and other companies will assist by donating various items and services. The bulk of the campaign will focus around the mobile app with news, achievement awards, and goal progress. The objective of the mobile app is to draw the participants to actively use the program since it is readily available on their mobile phone. With the ease of use of the mobile app and proper advertisement, the program will spread awareness about obesity but also help promote adopting a healthy lifestyle. In conjunction with

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