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EatWell Campaign Proposal !

The following proposal is a purely fabricated project originally created for the purpose of a university assignment.

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EatWell Campaign Proposal !

Background The Food Standards agency is an independent government organization and falls within the public heath and safety category. It was created in 2000 in response to an act of parliament that sought to increase protection of public health and consumer interests in relation to food. The organization works by providing the public with information on the latest scientific studies on nutrition and food safety, and also works closely with the industry to ensure the enforcement of good practice. One branch of this service is EatWell, which is what I will be focussing on. This uses the findings from these scientific studies to target the public by stressing “the importance of a healthy diet and safe storage and preparation of food.” The campaign offers this advice in hope to tackle the latest health issues surrounding obesity and food related health issues. Currently, the majority of their press releases are concerning the dangers of consuming high levels of salt and saturated fat. So far, eatwell has only targeted the public as a whole with the message “eat well, be well” and not focussed on reaching specific groups. The organisation needs to begin reaching target audiences who need the advice most, rather than generalising the information to the whole public as this may not give as effective results. One major group that has been declined are university students. They are renowned for their bad eating habits and lifestyle due to both lack of awareness and a careless attitude, therefore this is the target audience the campaign will be focussing on.

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EatWell Campaign Proposal !

Audience The target audience for the campaign is university students, who are typically aged between 1824. Because all students are unique, it is not possible to reach them all through specific mediums based on interest or demographics. For example, within the wider audience, there will be many different nationalities, ages, subcultures, and personalities. The most effective method to use to reach the majority of the target audience is through the only channel they all have contact with, the universities themselves. As well as reaching a large volume of students, using universities will help to emphasize the value of the campaign, as they are institutions that have high interest in the welfare of their students. Events, speakers, free merchandise, posters and flyers are a few examples of promoting via the university. A case study by a university animal rights group highlights the effectiveness of a campaign using fresher fayre stalls to attract an audience. This is because freshers are extremely keen in their first week at university and are willing to sign up for almost anything. The best methods to entice an audience to your stall is by making it stand out and by offering free merchandise in exchange for their email addresses so you are able to send them updates and information on the cause. The next most effective method of communicating to students is through the use of social networking sites. According to a study by TrendStream, “interacting with consumers through social networks is the best way to boost brand image.“ It found that 36% of 16-24 year olds thought higher of brands who used blogs and websites such as Facebook and Twitter to listen to their comments. This will be taken in to consideration for the campaign for a positive relationship to be maintained with the audience. Many products aimed at young people now have celebrities to endorse their products as a means to add appeal. This is especially the case with the food industry and healthy eating campaigns with the faces of celebrity chefs used. Campaigns such as Jamie’s Fowl Dinners and Hugh’s Chicken Run have been a huge success in achieving what they set out to do. However, research by AlphaGalileo in to the effectiveness of celebrity endorsements on students reveals that they are “more convinced by an endorsement from a fictional fellow student.” Also, the market is so saturated with the faces of celebrity chefs on different products that the risk of whether it would be successful and therefore a cost-effective way of gaining publicity would be too high.

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So overall, a summary of the best methods would be the utilization of universities as campaign messages have the potential to reach 100% of the audience, and social networking sites as a good business-consumer relationship can be maintained. Using the image of a celebrity for the campaign is a large expense and risk, therefore images of real students would be a more suitable method.

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EatWell Campaign Proposal !

Behaviour

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Aim of campaign: Encourage university students to adopt a healthy diet. The majority of university students are highly likely to have moved out of home in to university accommodation, therefore becoming fully independent for the first time, meaning almost every aspect of their life is in their control, including their eating habits. Due to the modern lifestyle, fewer families are sitting down to eat a home-cooked meal together and there is less time for working parents to pass on cooking skills to their offspring. This suggests that many young adults are growing up in complete ignorance of healthy meal planning and food preparation, highlighting the importance of why students need to be educated on it at this stage of their lives. Recent statistics published by the Food Standards Agency show that on average, students put on 15lbs during their first year at university due to their “reliance on processed and convenience foods.” The reason for this is that for many students, there is the idea of cooking a meal from scratch is extremely time-consuming and difficult. This needs to be addressed by showing students that cooking a healthy meal from fresh ingredients does not require much skill and hours of time, and is much more nutritious than fast food. Also, it is widely thought that eating well is expensive and of course students do not have a high disposable income, therefore it also needs to be made known to them that this is not the case and it is better value to cook their own meals. Therefore the objectives are:

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• To educate students on the benefits of eating healthily • To warn students of the health problems eating badly can cause. • To convert students ideas that cooking meals from scratch is difficult and expensive.

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EatWell Campaign Proposal !

Creative 1. Features and ads: Student and university websites and publications will be contacted to seek publicity. Press releases on healthy eating for students will be sent to feature editors before students return to university in September and will include details about the student fayres the campaign will be attending and events that will be held. As the campaign is a non-profit organization with university students in their best interests, these publications may also publish free ads in order to offer support. Examples of publications would be actual university websites, fresher packs, student union magazines and websites, and websites made to benefit students such as thesite.org, sortedstudents.com and student123.com. Requirements: • Covering letter explaining the nature and motivation of eatwell and what it aims to achieve • An engaging press release • Advertisement designs • Mailing list of publications 2. Residual on-campus marketing: A selection of universities across the UK will be sent a letter explaining the benefits of the eatwell campaign to their students along with posters and eatwell mousemats for them to display around the campus, and designs to display on their plasma screens or as screensavers. If they choose to use these pieces of merchandise to support the campaign, they will be disclosed to a large volume of students therefore increasing brand awareness of eatwell. As well as this, by providing free merchandise, eatwell will create a positive impression of themselves which is vital to ensure a good relationship with the universities as they are the main channel of communication. Requirements: • Covering letter explaining the nature and motivation of eatwell and what it aims to achieve • Merchandise – Posters, mousemats, designs • Postage 3. Fresher fayres: In order for eatwell to communicate to brand new university students, 20 fresher fayre stalls will be booked. On these stalls will be brand representatives who will discuss the important issues with students and offer them advice on eating healthily. The stall will also give away goody bags to students in exchange for their email address to be put on the eatwell mailing list. In the goody bags there will be an informative leaflet containing advice and highlighting the campaign’s messages, a student recipe booklet of healthy and easy to cook meal ideas, a wipe clean weekly planner for students to plan their meals, and a wooden spoon to encourage them to cook real meals. The campaign will use this opportunity to publicize the events to follow. Requirements: • To book stalls • 2 trained brand representatives at each stall

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EatWell Campaign Proposal !

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Goody bags – Carrier bag, leaflet, recipe booklet, week planner, wooden spoon Attractive visual props Van hire

4. Events: The main aspect of the campaign will be 20 events held at universities and on-campus/near campus supermarkets. The events will be an interactive outdoor cooking demonstration using student volunteers to engage the audience, followed by free samples of the food cooked in the demonstration to display how simple it is to cook tasty, healthy food. Following this, the campaign reps will give students leaflets and recipe booklets, collect more email addresses for the mailing list, and talk to students about the importance of eating healthily. The demonstration and student responses to the campaign will be filmed and uploaded on to the eatwell website and YouTube, and the best audio clips on to podcasts. Requirements: • Pre-event publicity • 2 trained brand representatives • Equipment – Portable cooker, fold up table, pans, food, paper plates, plastic cutlery, leaflets and booklets • Cameraman • Van hire • Gazebo hire 5. Online promotion: The campaign will set up an interactive website, a blog, a Twitter and a Facebook page. The website will contain information, recipes, cooking tips, cookery class videos, videos from campaign events and interactive features such as games and a tool to calculate how much money and calories you will save by swapping certain junk food meals for healthy alternatives. The blog and social network pages will be actively used and responsive to comments throughout the campaign to ensure a good reputation with the audience. A mailing list will be used to send students newsletters containing information and important links. The list will be constructed through those who sign up on the website and from those received at the fresher fayres and events. Podcasts and YouTube accounts will also be set up to provide the audience with campaign information and interactive cookery classes, and eventually post-campaign footage will be uploaded. By uploading recordings from the events, the website will attract more people to the site. Requirements: • The set up of online tools • Mailing list • An updated newsletter • Footage from events • Graphic designer for content • Photographer • Cameraman for cookery videos • Web designer to input content in to a website

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EatWell Campaign Proposal !

Delivery Timing

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EatWell Campaign Proposal !

Costing

Item

Price per piece

Quantity

Total

Staff Brand Representatives Graphic Designer Web Designer Photographer Cameraman for website Cameraman for events

£80 per day £500 £500 £200 £200 £40 per hour

80 1 1 1 2 20

£6,400 £500 £500 £200 £400 £800 £8,800

Promotional Material Large Posters Small Posters Mousemats Leaflets Booklets Bags Wipe-off Week Planner Wooden Spoons

£0.28 £0.06 £0.69 £0.01 £0.03 £0.15 £0.75 £0.75

1000 5000 1,000 15,000 15,000 10,000 10,000 10,000

£280 £300 £690 £180 £500 £1,500 £7,500 £7,500 £18,450

£500 £35 per day £50 per day £15 £35 £40 £20 £0.01 £0.01

20 40 20 40 20 20 20 10,000 10,000

£10,000 £1,400 £1,000 £600 £700 £800 £400 £100 £100 £15,100

Events Fresher Fayre Stalls Van Hire Gazebo Hire Portable Cookers Fold Up Tables Cooking Equipment Food Paper Plates Plastic Cutlery Evaluation Surveys and Focus Groups Media Clipping Service

£3,000 Overall Total

Liquidise Equipment

(£1,050) Grand Total

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£45,350

£44,300

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EatWell Campaign Proposal !

Evaluation and Measurement Evaluating the campaign will be vital to assess which methods have worked well to reach the target audience, and which methods need to be adjusted or completely removed from future campaigns. As well as a final evaluation, the campaign will need to be monitored throughout to ensure maximum effectiveness. Without this monitoring, serious flaws can go undetected which could impair the intended end results. The campaign will be evaluated through the use of various methods: •

Website hits – The amount of times the website has been viewed will establish how well it has been publicized and how many times the campaign content has been viewed. The more views, the more likely it is that the campaign has been effective to the audience as they have been attracted to discover more information and make use of what tools you have to offer them. It is also possible to analyse trends and discover what elements of the campaign have lead to a peak in website traffic, which will be implemented to contribute to more successful campaigns in the future.

Amount of email addresses on the mailing list – This will measure the amount of students who have been interested enough in the campaign to be open to receive further information and updates, meaning they have shown an interest in what the campaign is about.

Have universities displayed the merchandise sent? – It will be established which universities have displayed the material, then the amount of people who may have been exposed to the existence of the brand will be calculated. This will be achieved by a participant observation study calculating the average amount of students who may enter an area with posters or mousemats on display.

AVE (Advertising Value Equivalents) – This will measure the monetary value of the coverage gained if it was paid advertising. It takes in to account the literal size of the coverage and it’s placement within the publication, and how much an advertisement of its size and in its place would cost. •

OTS (Opportunities To See) – This will measure the number of average opportunities to coverage, which is achievable by dividing the gross reach (total opportunities to see advertisements in a given schedule), by the net reach (assessment of the number of people who have at least one opportunity to see an advertisement in a given schedule).

Media content analysis – Although AVE and OTS can measure the value and opportunities to see, it does not take in to account the whole picture, therefore conducting media content analysis also can provide further evaluative information. Media content analysis will measure the tone, message, prominence, readership, type of article, and whether an official spokesperson is quoted.

Research outcomes – Surveys will be given out to the universities the events were held at or near to, and focus groups will also be conducted to get a better understanding of which aspects of the campaign worked best.

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EatWell Campaign Proposal !

Leaflet Cover Design

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EatWell Campaign Proposal !

Online Advertisement Designs

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EatWell Portfolio  

A university project