Organization Objective

So far...

I had this huge idea of my social marketing project, and brainstorming inside my head all this time while reading the class reading material and the text by Hastings. But I have been avoiding to really grasp the concept of the Big Picture and follow the module to make it organized and more successful realistically. Even if I took that workshop a while ago, The Big Picture concept was new to me and hard to grasp, and I admit that it was somewhat frustrating to brainstorm ideas + have the Big Picture firmly grounded.

After MKT614 on Monday, however, I finally came to a realization that I should not put it off any more. I should really fit my complex and unorganized idea into the Big Picture frame and make it effective!

So, though somewhat late.... that is what I am going to do right now before it gets too late :)

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1. Organization Objective

1) FE: Umbrella Brand = Dfun

Dfun stands for Detroit fun. I thought about ActiveDetroit brand that I created, and my original idea of just promoting exercise among Detroit residents. However, as I posted a week ago or so, there is Detroit step up program which is sponsored by government program already. This is social marketing anyway, and as long as Detroit residents are persuaded to exercise more and stay healthy (&away from chronic disease...), it is all good. I felt like my project is too similar to that Detroit Step up program except that the existing program promotes exercise and nutrition comprehensively, and my program only promotes exercise. If two different program promote the same thing, and if those two are both sponsored by the government, then there is going to be a very unproductive competition. Therefore, I will change my string of thoughts slightly and gear the project somewhat differently.

Dfun is an umbrella brand which helps Detroit residents stay healthy and fit by promoting exercise. It has three different products in accordance with distinct group characteristics.

3 products of Dfun include: Dfun @12, Dfun @smart, Dfun @happy family

(well, they are not the greatest names, but I thought about them constantly, yet I couldn't think of good names...so I will stick to those three for now..)

I will more specifically define these three products as I think and plan more for this project but just rough ideas about Dfun umbrella are stated below:

Dfun @12 :

for workers - that is, mainly office workers or workers who often do the sedentary work rather than labor because they are the ones who do not really have time to exercise or move their body enough to stay away from obesity epidemic. Many office workers are too busy or oftentimes cannot efficiently allocate their time to actually exercise. So, this program promote those workers to use their lunch break to exercise. Well, it does not mean that they will not eat and exercise instead. The lunch break is the only break that is sort of long enough for them to go exercising and with their coworkers around, hopefully they will group themselves together and exercise together and have fun break together by slightly sacrificing the length of their lunch break. Well, if this project becomes really big, then all the gyms will be filled @12 and you might have to wait around... but for now, @12 is just symbolic name implying that Dfun@12 promotes people to exercising during lunch time. Surely, some incentives to come on later posts.

Dfun @smart

for secondary school and university students

ex) students will sign up to train together (or independently depending on what sports) and compete together at the competition held each semester. School gyms/ school classes will support the participation in and training for the competition, and of course there will be rebate system for class fee /gym membership fee depending on how regularly you exercise by earning points system etc. There will be also drawing for tickets for popular basketball/baseball/football games in Detroit among those who qualify with enough points.

and more to come...

Dfun @happy family

For family fun & family sports

This is to promote sports which can be enjoyed by all the family members by holding weekend events such as marathon, basketball, baseball etc. This will have small fee for participation (can be one time fee or monthly, annual). The fee however will be reinvested into support kids’ sports classes or teams at elementary/ secondary schools. There also going to be drawing for popular sports game tickets in Detroit at the events if not weekly at least monthly. I kind of ran out of things to write now so I will brainstorm more….

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***some random side notes: thought processes which led to my FE

I divided my targets by age groups initially. Dividing the target by age is effective strategy, but I don’t want to make it obvious when I make brand name, because people do not want to be considered too old or too young. So, at first, I had my umbrella brand "ActiveDetroit" and had three products' name: ActiveDetroit youth, ActiveDetroit workers , ActiveDetroit families.However, when you apply this program in a college, you have professors, students ( who are not always in their 20s obviously…), and some other staffs etc. Also, some people might not have families. So, I was stuck again. So, I focused on the "fun" part of doing exercise, and changed the brand name into Dfun, and named products by the way how those different group of people have fun while exercising.

2) Core Competence

Skill at relationship building

Skill at resource allocation

- i will post another one soon ...