Its Time For Action Marketing

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Its Time For ActionMarketing Communications

• Marianne Bernardo, VP Marketing

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Presentation Overview

• ParticipACTION
• Brand
• Communications Campaigns
• Working Together

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ParticipACTION Who We Are

• The national voice of physical activity and sport
  participation in Canada

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ParticipACTION Vision

• A Canadiansociety where people are the
  mostphysically activeon earth

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ParticipACTION Our Role
Deliver messages through multimedia for the
purpose of raising awareness, educating and
inspiring behavior change.
Coordinate communications to ensure consistent,
unified messaging across/within sector.
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Brand Pyramid
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Positioning Statement
To Canadians, ParticipACTION is the galvanizing
force that moves you to move more everyday!
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Communications Pillars
To Canadians, ParticipACTION is the galvanizing
force that moves you to move more everyday!
Inspiration
Action
Urgency
Create urgency around the impact of the childhood
physical inactivity issue
Motivate people to take action and get started
Inspire change by celebrating the success of
positive change
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Aligning our Approach McGuires Hierarchy of
Change Model
Communications
Urgency
Inspiration
Action
Source Cavill Bauman Journal Sport Sciences
2004 22
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Communications CampaignUrgency
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Urgency Campaign DRIVEWAY
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Urgency Campaign STEAM ROOM
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Urgency Campaign LIVING ROOM
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Urgency Campaign BINGO
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Call to Action
SteamRoom
LivingRoom
Drive-way
Banc de Parc
Parents of7-12 yr olds ( did)
Bingo
Chaise
Have done something as result of ad
Talked to your child/children about being more
active
Started doing more physical activity myself
and/or as a family
Made stricter rules regarding time spent on
sedentary activities
Talked to your spouse or partner about
encouraging the child/children to be more active
Base Saw ad Steam Room (n233), Living Room
(n125), Driveway (n236), Bingo (n116), Chaise
(n61), Banc de Parc (n53) Q.17 And, as a result
of seeing this particular ad, have you done any
of the following?
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Communications Campaign Inspiration
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Wall of Inspiration
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Sogo Active the sickest way to live healthy
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Sogo Active the sickest way to live healthy
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Working Together

• Coordinate communications initiatives and
  messaging
• Explore partnerships
• Create materials to distribute to local,
  community organizations
• Share resources and information

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www.participACTION.com