Social Product Marketing and Distribution
The more this program is promoted, the more it gives to society, businesses, schools, communities, families, and children with increased health, savings, and productivity.
“Animal Exercise Fun” will grow on its own merits. The quality of the product, combined with a widely recognized social need, will sell itself honestly and easily through digital word of mouth. This value will be recognized and rewarded. E-mail by itself can achieve remarkable, at times exponential, market access.
This plan identifies opportunities and will evolve naturally. The goal is to develop free, therefore risk-free, media, production, and distribution methods and channels. This strategy is supported by the cost/benefit projections of preventative health and wellness research.
The objective is the production of a quality “green” product that will be funded, developed, and distributed in large volumes, as a public service, through outlets such as: federal, state and local agencies, nonprofit organizations, concerned private individuals and companies. It is in society’s best interests for this product to succeed.
One for One Program
Once printing costs are reduced through bulk printing we will implement a One for One program that donates one copy of the book to children in need for every one sold. see: OLPC.COM and TomsShoes.com
Who can say no to Children, Health, and Animals?
Marketing to Children
While it is vitally important to achieve broad distribution of the program, compromising our values through unethical marketing to young children is not an option. The innocence of our target market, children ages 3 to 8, must be respected. Our objective is clear, Animal Exercise Fun is designed to promote a healthy lifestyle and respect for the natural world. Every child deserves this opportunity.
Marketing directly to children is a multi-billion dollar industry. Young children are assailed with a variety of marketing techniques that promote unhealthy foods or valueless commercial products. We believe that marketing is an essential component to successful product distribution. As such, we will strive to ensure our Social Marketing plan utilizes appropriate techniques to respect children and encourage them to make healthy choices.
NPO, NGO, Faith and Government Ministries and Agencies around the world will be offered books for free distribution to children living in poverty. AnimalExerciseFun.ORG will work to match NPO distributors with donors and funding agencies to achieve this goal. SEE: ANIMALS FOR ALL
Corporate Wellness: A Return on Investment Market
Corporate wellness programs have a proven Return On Investment (ROI). These programs are standard operating procedure at hundreds of large corporations. see Cost Benefit of Health Education
Every employee with young children can be provided a copy at $2.50 each through this program.
Potential Bottom Line Benefits of this program for Corporate Wellness Programs
Healthcare needs and costs impact: insurance premiums, quality of life, employee productivity, family finances, and business success. see: Corporate Wellness Programs
“Green” Product Cycle
Healthy children and a healthy planet are the same goal. Every effort will be made to establish a toxic free, maximum recycled content, product development, delivery and use cycle. This is not just a philosophical decision. This book is designed for regular use by young children. Common sense and new regulations require high production standards.
Diverse Market Strategies
The challenge of the childhood health crisis is so great, and our product so fundamentally useful, that an extraordinary variety of market access points are available.
Need Based Marketing
Twenty five percent of children in the United States live at or below the poverty level. These children are also more likely to be overweight and live sedentary lifestyles. Our marketing plan will use a variety of methods to provide these children with the program free of charge through sponsorship agreements with profit and non-profit companies and organizations.
Cooperating with Non-profit Groups
We will work with non-profits that promote children’s health and well-being.
example: Non-profits will be encouraged to distribute subsidized copies supported through grants. Our electronic version will be made available to their web sites.
Free Editorial Promotions
Press releases targeting our issue oriented marketing plan.
example: Use CDC statistics and our objective to promote free program distribution to poor at-risk children as a promotional tool.
Public Service Announcements
Our message of childhood fitness can easily be translated into PSAs that could receive free air time.
example: Our objective to promote free program distribution to poor at-risk children through NPOs. The exercises can be turned into commercial length movement segments for broadcast, cable/satellite, internet, YouTube etc.
Viral Marketing
Word-of-mouth marketing will target adults or be used strictly to promote our objective to of a healthy lifestyle.
example: We will encourage users to engage their peers online via message boards, chat and email. We will not hire adults to pose as children online.
Grass Roots Marketing
Relationships with schools, churches, and influential community members and targeting social issues as marketing opportunities will be utilized.
example: Schools could be enlisted to distribute subsidized copies freely to students. Churches could be enlisted to distribute to their members or affiliates.
Program Licensing
We will only license our products to organizations that promote children's health and well being, not products.
example: A health club or corporation could license the use of Animal Exercise Fun in their wellness center.
Guerilla Marketing
We may use public space as a venue for advertising product availability.
example: A play-in organized at a local park.
Co-Branding
We will not accept co-branding of our products in any way that exploits our product to promote unhealthy businesses or products.
example: An insurance company, childcare provider, Zoo, Children’s Museum, or public agency could be allowed to print their name on the book or video for distribution to their clients.
Public/Cable support for Video Production
Our plan includes video production, that will as a by-product, generate market opportunities for our products.
example: Public or cable television. The potential exists to have our program exploited by inappropriate advertisers, every effort will be made to restrict them.
Interactive Games
The Animal Exercise Fun web site will include games that qualify as edu-tainment but encourage activity, not designed to create screen captives. As such they will promote our products while providing a service.
Infomercials
Infomercials may be designed to focus on our goal to promote an active lifestyle. Infomercials are commonly used to promote exercise programs.
Product Placement
Product placement within our program is not an option.
Distribution
Printing, duplication and drop shipping orders from printing and video duplication companies directly to volume customers can reduce our costs. Amazon POD publishing.
Unique Market Opportunities
Animal Exercise Fun has market connect potential across an extremely wide distribution base. The following are a few examples.
The Association of Zoos and Aquariums
(AZA) represents more than 200 accredited zoos and aquariums. They represent a market of over 150 million annual zoo and aquarium visitors.
"Typically, zoos have higher attendance numbers than most pro sports teams in markets because they are open every day," said William Chipp, senior editor of the Institute of Economic Growth's sponsorship report. "Drawing good crowds and obviously drawing families is a desirable target for marketers."
Visitors
•Over 150 million annual visitors — more visitors than NFL, NBA, NHL, and MLB annual attendance combined
•Visitors are primarily women / mothers
• Age 25-35
• HHI $50,000 - $75,000
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•Two out of three adults visits a Zoo with a child
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•79% of Americans would feel better about a company that supported wildlife conservation at zoos and aquariums
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•2/3 would be more likely to buy products and services from those companies
OmniPulseSM Consumer Survey, August 2007
Association of Children's Museums
http://www.childrensmuseums.org/ represents over 250 Children’s Museums in 47 states, plus the District of Columbia
•There are 341 ACM Children's Museum Members, representing a total of 23 countries. Approximately 24% of these children's museums are in the start-up phase.
•According to the 2006 ACM Membership Survey, nearly 30 million children and families visit children's museums.
•Seventy-five children's museums are flagships in downtown revitalization projects.
•In 1975 there were approximately 38 children's museums in the United States. Eighty new children's museums opened between 1976 and 1990. Since 1990, an more than 130 have opened. There are approximately 80 children's museums in the planning phase.
•Outreach programs in ACM member children's museums extended to more than 3.9 million people in 2000 and 5.3 million in 2004.
*Data taken from the 2005-2006 ACM Membership Directory. Click here to order the directory.
Here is a list of the member museums: http://www.childrensmuseums.org/visit/us_members.htm
Children's Play Centers
The Little Gym International, Inc.
http://www.thelittlegym.com
Franchises in 40 US States and 19 countries world-wide.
My Gym
http://www.my-gym.com/
My Gym Children’s Fitness Center has over 150 locations worldwide in 2005. Projections are that there will be over 210 gyms in 2007. More than 45,000 children enrolled in My Gym’s custom-designed,
Gymboree Play & Music,
http://www.gymboree.com/
An industry leader with more than 500 franchises in 26 countries
Pump It Up
http://www.pumpitupparty.com/
Has 148 locations open and 90 in the works.
Children’s Specialty Catalogs
List of over 50 catalogs for special needs children
http://answers4families.org/common/toys.html
http://www.healthykidscatalog.com
Children's Advocacy Organizations
Educational Statistics
Preschool and kindergarten teachers: 607,000
Preschool teachers: 437,000
Kindergarten teachers: 170,000
First Grade teachers: 250,000
Pre-K Enrollment
Enrollment of 3- to 5-year-olds in pre-kindergarten and kindergarten programs:
Level
Prekindergarten: 4,569,000
Kindergarten: 3,488,000
Total 8,056,000
Percent enrolled: 65%
Public: 5,619,000
Private: 2,437,000
Enrollment in public elementary schools: fall 2008 - 34,903,000
Enrollment in private elementary schools: fall 2008 - 4,681,000 (prekindergarten through 8)
54% - Percentage of 3- and 4-year-olds enrolled in school. <http://www.census.gov/population/www/socdemo/school.html>
68% - Percentage of children enrolled in kindergarten who attend all day. <http://www.census.gov/population/www/socdemo/school.html>
How Many Schools? 95,615
Number of public elementary and secondary schools. The corresponding number of private elementary and secondary schools is 29,273. <http://www.census.gov/prod/www/statistical-abstract.html>
Number of students who are homeschooled. 1.1 million
That is 2 percent of all students ages 5 to 17.
<http://www.census.gov/prod/www/statistical-abstract.html>
Languages - 10 million school-age children (5 to 17) speak a language other than English at home. These children make up nearly 1-in-5 in this age group. Most of them (7.1 million) speak Spanish at home. (Source: American FactFinder)
Government Spending on Education - $8,287
The per-pupil expenditure on elementary and secondary education nationally in 2004. New Jersey ($12,981) spent the most among states or state-equivalents, followed by New York ($12,930), the District of Columbia ($12,801), Vermont ($11,128) and Connecticut ($10,788). Utah ($5,008) spent the least per student, followed by Idaho ($6,028), Arizona ($6,036), Oklahoma ($6,176) and Mississippi ($6,237). <http://www.census.gov/Press-Release/www/releases/archives/economic_surveys/006685.html>
News of Interest
Foundation Commits $500 Million to Reverse Childhood Obesity
About 25 million kids and teens in the United States are overweight or obese. Unless we take action now to reverse this alarming trend, we're in danger of raising the first generation of American children who will live sicker and die younger than their parents' generation.
Childhood obesity is one of the most urgent and serious health threats confronting our nation. It deserves a serious response.
That's why the Robert Wood Johnson Foundation will commit at least $500 million over the next five years to fight childhood obesity. The Foundation's goal is to reverse the epidemic in the United States by 2015.