Getting the word out! Marketing and promotion strategies for increasing access to web-based nutrition education

In recent years, the Internet has become a popular tool for bringing nutrition education to people where they live, learn, work, and play. The Eat Smart. Play Hard Campaign promotes positive changes in eating and physical activity behaviors. To broaden the reach of the Campaign and increase access to nutrition education and promotion, the Campaign has web pages designed specifically for professionals, children, and parents/caregivers. This website is actively promoted by using a variety of “push” and “pull” strategies including e-marketing, interactive presentations, and printed materials. The e-marketing focus includes dissemination of announcements through professional and program provider list servs and mailing lists, a dedicated e-mailbox, and by cross-links on other federal and State Agency websites. The e-mailbox serves as a mechanism for receiving feedback and provides the opportunity to market and promote the website. Since September 2006, e-announcements have included a “call to action.” Face-to-face promotion occurs through interactive presentations at national meetings and special events. Lesson plans for children and adults have been demonstrated at meetings and are available for downloading from the website. Printed nutrition education and promotion materials display the website address. Over 38 million printed materials have been ordered by users across the country. The website markets “Bright Ideas” or unique ways to use materials, which further promotes the use of materials. The multi-channel approach for marketing and promotion of the website may increase the amount of website traffic. From mid-December 2006 to mid-January 2007, the site received over 1.2 million hits.