MilesToSmiles Marketing Campaign
Danny Cha and Isabel Zhou
McKinsey & Company
INTRODUCTION
MilesToSmiles - a nonprofit organization
Based in Chicago, IL
Mission: To fight childhood obesity in underprivileged communities by establishing healthy lifestyles taught with motivation, engagement, and fun
Vision: Fueling a healthier tomorrow for our kids, one healthy habit at a time
Implementation: Providing a free 6-month fitness program for children whose families are low-income, focusing on diet, exercise, coaching, and monitoring
We are here to help MilesToSmiles develop a successful marketing campaign
INTRODUCTION
Based on market and design research, the best approach to the marketing campaign is to create a mobile fitness tracking app for children, parents, and mentors in the MilesToSmiles program.
CAMPAIGN RESEARCH MARKET
Based on market and design research, the best approach to the marketing campaign is to create a mobile fitness tracking app for children, parents, and mentors in the MilesToSmiles program.
CAMPAIGN RESEARCH DESIGN
MilesToSmiles App Introduction
Three modes, accounts paired through email
Child - client
Parent - secondary client
Mentor - volunteer coach/consultant
App components
Progress - tracks Child’s progress through 6-month program
Calendar - everyone has access to Child’s calendar
Chat - Child and Parent can communicate with mentor
Track (Mentor only) - Mentor can add items to Child’s calendar (meals, exercises, and meetings)
