Sports Marketing
The Powered by You (PBY) fitness movement marketing program leverages the power and passion of sports and recreation with the ability to change unhealthy attitudes and behaviors.  It will use the following components to positively influence youth to make healthy life choices regarding physical activity and diet:

Branding: The PBY fitness movement brand will communicate the empowerment image to youth in innovative, compelling ways to elicit positive impressions and stimulate acceptance.

Cause Marketing: This is a promotional strategy linking a company's sales campaign directly to a nonprofit organization.  Unlike philanthropy, money spent on cause marketing is a business expense, not a donation, and is expected to show a return on investment.  For the Washington Department of Health (WDOH), the SSC will provide a significant return on sponsor investment by inviting local and national firms to participate as part of their cause marketing strategies.  This almost works like "matching funds" for all sponsors involved.

Messaging: Participants, coaches and spectators will associate the positive prevention messages with the PBY movement and SUBWAY� Washington Games (WG). Here are four key messages that will be conveyed during its promotions:

• Get it on the radar screen: Increase awareness in Washington of the high levels ofand obesity among children in this state.
• Empowerment: Young people are responsible for the choices they make and the resulting consequences.
• Peer group acceptance: Participants need to be confident that when they buy into our program, their peers will still accept them. The PBY fitness movement will use positive, empowering messages to convey they will not pay a social cost by participating. It will use focus group research to test all messaging to be sure it is targeted appropriately.
• Sports performance: Obesity is detrimental to and prevented by athletic performance.

Media Coverage: Media coverage for the WG and will create greater awareness of this youth health initiative through print, television, radio and the Internet.

Role Models: The PBY fitness movement will partner with professional franchises, colleges and sports institutions to engage sports personalities in the imaging of the program.  In particular, it will host coaches' clinics to reach out to some of the most influential people in the lives of children.

T-Shirts:  Each SUBWAY� Washington Games participant will receive an official T-shirt with the PBY fitness movement message. The participants will become "walking billboards", conveying the healthy lifestyle messages to their peers.

Banners & Signage:  Banners will be displayed at every venue with a variety of messages.

Internet: The PBY fitness movement will use its website to help youth find facts diet and physical fitness.  Where possible, computer kiosks will be provided at WG venues for web access allowing youth to view health related sites.

Promotion:  The PBY fitness movement will create public service announcements, leveraging its marketing dollar as a non-profit organization to maximize its impact and reach.  It will include young people in the development and implementation of its advertising campaign and public service announcements to make sure the promotions are effective at reaching the 8-18 age target market.  

Public Education: The PBY fitness movement will incorporate existing flyers and promotional images into the marketing campaign.  This will be done in cooperation with  Washington health initiative stake holders.

Exhibits, Booths and Games:  The PBY fitness movement will work with outside agencies with a common purpose to set up anti-tobacco and other health related booths and exhibits.

Collaboration: The PBY fitness movement will establish collaborative relationships with other local, national, private and public organizations to insure the health initiative and the WG effectively reach their targeted audiences.

Corporate and Media Partnerships: The PBY fitness movement will seek corporate and media partnerships to target counter marketing, tobacco policy and health promotion.  It will ask corporate sponsors to incorporate obesity prevention messages into existing advertising campaigns or develop special promotions reinforcing the key messages.

Athlete Leadership Summit: Borrowed from the Alabama Sports Festival, this program invites prominent athletes and other roles models to speak to children about the values important in their lives.