"don't just leave a mark.

create a legacy."
alicia downing
derek may
elaine quitos
jessica seyller
L
egacy
PR
proposal for
Fit Kids
Table of contents
Executive Summary ..................................................................... 1
SWOT Analysis ............................................................................ 2
Statement of Objectives ............................................................... 3
Recommendations ....................................................................... 4
Logo ............................................................................................. 5
T-Shirt ........................................................................................... 6
eScrip ........................................................................................... 7
eScrip Registration .................................................................... 8
eScrip Flyer ................................................................................ 9
Facebook .................................................................................... 10
Quarterly Newsletter .................................................................. 11
Billboard ..................................................................................... 12
Flyer ........................................................................................... 13
Press Release ............................................................................ 14
Campaign Timeline .................................................................... 15
Potential Budget ......................................................................... 16
Evaluation Plan .......................................................................... 17
L
egacy
PR
Executive Summary
1
After constructing and reviewing our SWOT Analysis for the Fit
Kids Fitness Plus, Saint Francis Medical Center, Legacy PR has
developed potential ideas to achieve customer expansion with a budget
neutral foundation.

With the reconstruction and re-branding for Fit Kids, we have
created a Facebook, designed a billboard, new logo, flyer and t-shirt that
will boost the opportunity for name recognition of the program.

As August brings about a new school year, the Fit Kids program will
distribute flyers, press releases, and post a billboard to inform and
educate children and their parents about the Fit Kids program. Following
these concepts, school visits will be implemented to educate and provide
a firsthand experience of the Fit Kids program.

We realize there is an already existing income from the Schnucks
eScrip program to Saint Francis Foundation. However, we recommend
that a separate account be created so it can directly fund scholarships for
the Fit Kids program. As you will see in our eScrip potential budget,
funding for the scholarship program can potentially increase the number of
children by 19. This is a 217% enrollment increase in the program.

Enclosed in this pitch book are countless opportunities to achieve a
larger customer base. We look forward to working with you to accomplish
great things for Fit Kids Fitness Plus, Saint Francis Medical Center.





SWOT ANALYSIS
S
No competition
Scholarship opportunity
Credible establishment
Established media
O
Future sponsorship
Potential customer expansion
Improving name recognition
Scholarship expansion
W
Time availability
Minimal advertisement and promotions
Budget neutral
Scholarship fund diminishing
T
Future competing programs
Poor economic conditions
Limited target demographic
Low retainment of clients
2
Statement of objectives
Marketing opportunity
Children (ages 6 to 12) of the Cape
Girardeau and Jackson school
district area want to learn healthy
habits through both physical and
nutritional guidance.
PR oBJECTIVE
To educate and promote healthy
living for ages 6 to 12 in the Cape
Girardeau and Jackson school
district.
marketing objective
To get 1% of target audience
(ages 6 to 12) to enroll in the Fit
Kids Program by spring 2014.
Fit Kids Fitness Plus, Saint
Francis Medical Center is the only
program of its kind available to this
specific age demographic in the
Cape Girardeau and Jackson area.

pr opportunity
PRIMARY
Increase enrollment in the Fit Kids program
SECONDARY
Retain the enrolled students in the Fit Kids program
TERTIARY
Increase funding to the scholarship program for Fitness Kids
OVERALL OBJECTIVES
3
Recommendations
Promotional
Logo: Developing a logo will become the new image that will be used to brand
and jumpstart the Fit Kids program.

T-shirt: Encouraging children that participate in the program to wear the t-shirt
will be a way of promoting the program and can be used as an incentive.

Fundraising
eScrip: Increase the number of scholarships and also focus on the service to
the community from Saint Francis.

Online
Facebook: People interested in the Fit Kids program can easily stay informed.
Social media is a growing medium in both the targeted age group and their
parents.

Web Advertising: Since people are spending more time online taking
advantage of web ads that are already in place would be beneficial in
promoting Fit Kids.

Traditional Media
We suggest using the traditional media that Saint Francis already established
and incorporating Fit Kids into the market. Not only do we want to inform
people about Fit Kids, we also want to educate children and families about
ways to be healthy and how Fit Kids can do that.

Events
Family Night: Encourage parents and children that are already members at
Fitness Plus to take part in family night. This night will serve as a preview of
what children can learn in the eight-week session.

School Visits: Assembly to inform kids of the benefits of a healthy lifestyle. By
showing them how to correctly exercise and proper nutrition more children
could become interested in what Fit Kids has to offer.
4
Logo
F I T
5
T-shirt
F I T
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escrip
7

Families and supporters of Saint Francis Medical Center can pick up their
personal Schnucks Card at any Schnucks supermarket. Once they receive and
activate their card, every time they use the card at the checkout, Schnucks will
contribute up to 3% of the monthly purchase amounts toward the Fit Kids scholarship
program.


WHAT TO DO

1. Complete and return the group enrollment form
2. Make certain you get the word and remind employees to shop at Schnucks
Supermarket by means of using the flyer
**Reproducible flyer to distribute around Saint Francis Medical Center


HOW IT WORKS

1. Pick up a card at any Schnucks Store.
2. Register your card online (www.escrip.com/schnucks.jsp) or call (800) 931-6258.
3. Shop at Schnucks and have your card scanned when you check out.


Your purchases create automatic contributions of up to 3% of your purchase
price. As you will see on the potential budget page, we have used employer data to
configure approximate potential funds to be raised. Access your personal reports
online to see how much you have earned.

Present your registered Schnucks eScrip Card when making your purchase.
Use of your registered card is required at checkout to automatically track your
purchases and contributions to your organization.

escrip - registration
Group Enrollment
Please print all information clearly
Organization Name (maximum number of 40 characters including spaces)
Organization Address
City State Zip Code
Organization Phone Number Organization Fax Number
Program Coordinator Name.......................................................................................................................................................................Coordinators Daytime Phone
Shipping Address (no P.O. boxes, please)
City State Zip Code
Attention Phone Number (for UPS)
Note: Your organization must be a non-profit. Please check the ONE box that applies for your organization.
Public School Private School
Parochial School Other Organizations
Pre-School Elementary Middle High
Pre-School Elementary Middle High Religious Non-School Club Sports League Other
Pre-School Elementary Middle HIgh
Total potential supporters associated with your group? ______
For Office Use Only:
EFT (Electronic Funds Transfer Deposit Authorization)
All deposits are made electronically into your groups account. In order for us to verify the deposit of these funds into the correct bank and account,
please include a copy of your organizations voided or cancelled check. (Please note: Deposit slips do not contain the necessary information.)
By signing below:
I (we) agree to the eScrip Program Terms and Conditions located at www.escrip.com.
I (we) hereby authorize Electronic Scrip, Inc. (ESI) to initiate deposits to the account indicated above.
Name of Authorizing Person (please print)
Signature of Authorizing Person Date
Important. For accurate payment: Attach a copy of your organizations voided check or a letter from your bank verifying
your account information and mail to:
Everyday Purchases...Extraordinary Results Coordinators Hotline: 1-800-700-5655
ESI, P.O. Box 6988, Auburn, CA 95604-6988
www.escrip.com
Note: All of the above information is required to process your groups enrollment.
enroll_gc
Note: Enrollment confirmation and instructions to access your eScrip account will be sent to the coordinator's
email address; therefore, an accurate email address is required.

Coordinator Email: ______________________________________________________
fblanton@sfmc.net
Fit Kids - Fitness Plus, Saint Francis Medical Center
150 S Mt Auburn Rd
Cape Girardeau
Missouri 63703
573-331-3355 573-331-3356
Felecia Blanton
150 S Mt Auburn Rd
Cape Girardeau
Missouri
63703
X
250
573-331-3355
8
escrip - flyer
9
Sign Up!
1. Pick up a card at any Schnucks Store
2. Register your card online or call (800) 931-6258
3. Shop at Schnucks and have your card scanned
when you check out.
The Difference in

We are encouraging employees of Saint Francis Medical Center

to get a Schnucks eScrip Community Card. Please join the cause by
using your card every time you shop at Schnucks. A percentage of
your purchase will be donated to the new Fit Kids program at Fitness
Plus. This program promotes healthy living by encouraging good
nutrition and exercise amoung children ages 6 to 12.
The money raised from the use of your eScrip
card will be put towards scholarships so that
more children with financial needs can
benefit from the Fit Kids program.
FOR MORE INFORMATION:
Felecia Blanton
(573) 331-5218
fblanton@sfmc.net
Director of Marketing and Referall Services
F I T
Facebook
10
Quarterly newsletter
Poor nutrition
and inactivity
are putting
todays youth at
risk of developing life-threating diseases.
Modeled after ACE Operation FitKids, our
program helps children ages 6 to 12 understand
that being active and eating well are key to
maintaining good health and staying fit for life.
Consisting of eight-week sessions facilitated by
certified fitness specialists, the program
features pre- and post-assessment for physical
activity, basic nutrition assessment,
age-appropriate fitness exercises and
activities. Sessions take place Mondays and
Wednesdays from 5:30-6:30 pm. in the
Multipurpose Room. Register for this program
at the Fitness Plus Service Desk.
Introducing
Children included on a family membership $25
Member affiliates (parents are members) $45
Nonmembers $65
Scholarships are available
based on financial need.
F I T
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billboard
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flyer
F I T
150 S. Mount Auburn Cape Girardeau, MO 63703 Phone: 573-331-3355 Fax: 573-331-3356 www.sfmc.net
REGISTRATION IS REQUIRED
Please register at the
Fitness Plus Service Desk
For more information, please contact
Dianne Lawrence, BS, AFAA,
Assistant Manager of Health, at
573-331-5302 or
dlawrence@sfmc.net
Children included on family membership - $25
Member affiliates (parents are members) - $45
Nonmembers - $65
SCHOLARSHIPS AVAILABLE!
It is no secret that poor nutrition and inactivity are putting todays youth at risk of developing life-threatening
disease as they age. According to the American Obesity Association, approximately 30.3% of children ages 6 to 12
are overweight and 15.3% are obese. The prevalence of obesity has quadrupled over the past 25 years.
Obesity rates for young people have tripled since 1980 and doubled in the last decade alone.
This program, modeled after the ACE Operation Fit Kids program, will focus on
physical activity and nutritional information for children ages 6 to 12.
Fit Kids will meet in the Multipurpose Room on Mondays and
Wednesdays from 5:30-6:30 pm. The program, facilitated by
a certified fitness specialist, will include:
Pre- and Post-assessment for physical activity
Basic nutrition assessment
Age-appropriate fitness exercises and activities
Attendance and participation rewards
Mileage club
Information on proper nutrition
Graduation ceremony to celebrate accomplishments
SESSIONS:
April 1 - May 24
September 9 - November 1
13
press release
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SL. lrancls Medlcal CenLer
130 SouLh MounL Auburn 8oad
Cape Clrardeau, Mo. 63701
1o: All Medla
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lor more lnformaLlon conLacL:
lelecla 8lanLon
/)#'0+"# "1 2*#3'+)45 *4( ,'1'##*- 6'#7)0'.
373-331-3218
lblanLon[sfmc.neL

Fit Kids Promotes Nutrition and Physical Fitness

CAL Cl8A8uLAu, Mo. -lL ls no secreL LhaL poor nuLrlLlon and lnacLlvlLy are puLLlng Loday's
youLh aL rlsk of developlng llfe-LhreaLenlng dlseases as Lhey age. lamllles and communlLles lle
aL Lhe foundaLlon of Lhe soluLlon Lo Lhe problems of poor nuLrlLlon and obeslLy.

Accordlng Lo Lhe Amerlcan CbeslLy AssoclaLlon, approxlmaLely 30.3 of chlldren ages 6 Lo 12
years old are overwelghL (aL or above Lhe 83
Lh
percenLlle of 8ody Mass lndex) and 13.3 are
obese (aL or above Lhe 93
Lh
percenLlle of 8ody Mass lndex). 1he prevalence of obeslLy has
quadrupled over Lhe pasL 23 years and obeslLy raLes for young people have Lrlpled slnce 1980
and doubled ln Lhe lasL decade alone.

Modeled afLer Lhe naLlonal ACL CperaLlon llL klds
program, llLness lus llL klds wlll focus on Lhe physlcal
acLlvlLy and nuLrlLlonal lnformaLlon for chlldren 6 Lo 12
years old.

1he elghL-week program ls $23 for chlldren lncluded
on a famlly membershlp wlLh llLness lus, $43 for
member afflllaLes (parenLs are members) and $63 for
nonmembers. Sesslons begln ln !anuary, Aprll and
SepLember respecLlvely. Scholarshlps are avallable
based on flnanclal need and reglsLraLlon deadllnes are
Lhe flrsL day of classes.

llL klds meeLs ln Lhe MulLlpurpose 8oom of llLness lus on Mondays and Wednesdays from
3:30-6:30 pm. 1he program whlch ls faclllLaLed by a cerLlfled flLness speclallsL lncludes boLh a
pre- and posL-assessmenL for physlcal acLlvlLy, baslc nuLrlLlon assessmenL, age-approprlaLe
flLness exerclses and acLlvlLles, aLLendance and parLlclpaLlon awards, lnformaLlon on proper
nuLrlLlon and a graduaLlon ceremony Lo celebraLe accompllshmenLs.

lor more lnformaLlon, conLacL lelecla 8lanLon, ulrecLor of MarkeLlng and 8eferral Servlces aL
373-331-3218 or vla emall aL lblanLon[sfmc.neL.

-Lnd-
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Campaign timeline
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potential budget
Number of Employees at Saint Francis Medical Center: 2,478
# of employees x 50% = number of employees to shop at Schnucks
2, 478 x 0.50 = 1,239 potential number of employees to shop at Schnucks
1 employee spending $100 per month x 1% on monthly purchases = Amount Donated by 1 employee
$100.00 x 0.01 = $1.00 raised per employee
# of Schnucks shopping employees x amount raised per employee = total amount available for scholarships
1,239 x $1.00 = $1,239.00 raised for Fit Kids scholarships
Current Budget $0.00
Potential Budget $1,239.00
Potential Scholarships
Cost ($) Potential # of Scholarships
Non Members 65 19
Parent is member 45 27
Child included on family membership 25 Not Applicable
16
evaluation plan
17
In order to evaluate the success of our campaign, we will begin by assessing
the marketing strategy for the Fit Kids Program of Saint Francis Medical Center.
From our research, we calculated the target audience (children ages 6 to 12 in the
Cape Girardeau and Jackson school districts) to be 4,532 children. Mentioned in the
statement of objectives page, our marketing and primary objective is to increase
enrollment of the Fit Kids program 1% by spring 2014.

The first way we can evaluate this campaign is by the correlation between
school visits and what schools the children in the program attend. In addition, school
visits will incorporate a preview of the program to the children to increase interests.

The second way we will measure the success of your social media impact is
through the number of likes, comments and shares on your Facebook page.

The third evaluation will be through increase of name recognition after the
distribution of flyers, quarterly newsletters and press releases, as well as billboard
and Facebook. This can be implemented through identifying where the parent heard
about the Fit Kids program (i.e. Billboard, website, Facebook, school visits, etc.).

The fourth way we will evaluate this campaign is by the correlation between
the family night events and how many children join the program after attending the
event. In research, we found that there are 2,321 total memberships with 968 being
family memberships.

The fifth way is to measure the success of our scholarship funding by the
efforts of the eScrip program. It is in direct correlation to the continuous shopping at
Schnucks Supermarket by the community, employees and supporters of the Fit Kids
program.