Final Intergrated Summary

HSC 394 Social Marketing Plan
Integrated Summary
Alyssa Ham
Alexandra Holder
Rachel Oda
Mackenzie Baker
Team 4b
#BallStateStrong
Integrative Summary 2
B. Table of Contents
I. Introduction and Background.3
II. Target Audience.16
III. Goals and Objectives19
IV. Pretesting Concepts and Messages..21
V. Messages..42
VI. Materials47
VII. Partnerships.55
VIII. References..58
IX. Revised/Edited Worksheets.65
X. Graded Worksheets..End
C. Introduction and Background

The focus of our social marketing program is to increase the amount of Ball State
University Students who participate in strength training activities. We are addressing this
problem because the majority of college-age adults do not meet the recommended 2008
Physical Activity Guidelines for strength training. According to the National College
Health Assessment survey results, within the past seven days, 55.7% of students had not
done any strength training; 11.1% had done 8-10 strength training exercises for 8-12
repetitions each one day, with 10.9% participating two days a week (American College
Health Association [ACHA], 2013). A slightly larger percentage (15.3%) had participated
in 20 minutes of intense cardio within the past seven days (ACHA, 2013). Findings are
consistent that more young people participate in aerobic activities compared to muscle
strengthening, but there is still a lack of participation in both physical activities.
This is problem starts young, and continues into adulthood. Only one in four
adolescents meet the physical activity guidelines (Fakhouri, Hughes, Burt, Song, Fulton,
& Odgen, 2012), and less than half (48%) of adults meet the recommended guidelines
(Centers for Disease Control [CDC], 2014). It is clear that habits and health behaviors
begin to form in childhood, continue to shape in high school, with those habits following
one into college and adulthood. In one study examining the behaviors of college
freshman and sophomores, it was shown that 30% of the sample reported no engagement
in physical activity during their freshman year, and this quantity did not significantly
change by the end of the college students sophomore year (Racette, Deusinger, Strube,
Highstein, & Deusinger, 2008). Moreover, it is additionally concerning that reported
physical activity declines even further as one becomes an upperclassman in college
(Buckworth & Nigg, 2010). This same study found that 54.1% of the studys sample of
college students did not meet the American College of Sports Medicine and American
Heart Associations recommendation for physical activity (Racette, et al., 2008).
. It is evident that American college students are not engaging in enough regular
physical activity to obtain adequate health status, and to reduce the risk of disease and
other health problems.
Sociodemographic characteristics such as sex, age, education, race/ethnicity,
socioeconomic status, and weight status are significantly related with whether or not one
meets the muscle strengthening recommendations. As well, it has been shown that mental
health status also influences activity level.
There is ample evidence showing gender has a considerable impact on
determining level of physical activity (PA). Studies have repeatedly shown that males
obtain more PA then their female counterparts. In a study assessing PA of college
students, Fountaine, Ligouri, Mazumdar, and Shuna (2011) found that males reported
more overall Screen Time, (i.e. any of sedentary activities of television viewing,
computer use, and the playing of video games) than females, but males also reported
more PA total. Another study, which also showed more male participation in PA than
females, assessed self-efficacy between genders. Males reported considerably higher
levels of coping and scheduling self-efficacy for PA than females. Therefore male
students have higher confidence in their ability to engage in PA under stress or whilst in a
bad mood. Male students also have higher confidence in their ability to plan for PA
regardless of obstacles, such as time constraints. This same study also assessed
motivation between genders. Women were found to be more motivated by weight
management and appearance, while males were more motivated by performance and ego
oriented factors such as challenge, competition, and social recognition. (Pauline, 2013)
These findings suggesting college women have greater concern related to weight relate to
reports that females are more likely to be overweight than males (Odgen & Carroll,
2010).
Socioeconomic status is an important variable to consider when evaluating level
of physical activity. Studies indicate a correlation between low socioeconomic status
(SES) and increased sedentary behavior/physical inactivity (Stringhini, Sabia, Shipley,
Brunner, Nabi, Kivimaki, & Singh-Manoux, 2010), and low SES has been consistently
associated with poorer health. (Buam & Ruhm, 2009; Fedewa, Das, Forehand & Evans,
2014) According to the CDC, adults whose family income is above the poverty level are
more likely to meet Physical Activity Guidelines than adults whose family income is at or
near poverty level. (CDC, 2014) A study performed in 2013 showed that first year college
students from lower SES areas had a higher risk of physical inactivity than their peers of
more affluent backgrounds (Fedewa, et al, 2014). This link between low SES and low
physical activity can be understood through numerous (and possibly synergistic) reasons
such as level of education, genetics/family history and the built environment (Buam &
Ruhm 2009).
Evidence shows that ones weight influences the amount of physical activity (PA)
he/she partakes in. Evidence from several studies shows sedentary behavior is higher
among those who are overweight and obese (Wong & Leatherdale, 2009). Reasons for
this may vary. Body dissatisfaction is associated with low self-esteem and a higher body
mass index (BMI), and depressive symptoms are linked with a perception of not being
the appropriate body weight. Overweight and obesity negatively impact body image, and
body image and weight are inversely related to health behaviors (Bednarzyk, Wright, &
Bloom, 2013). Meaning the more overweight one is, or the worse a body image one has,
the less one partakes in healthy lifestyle behaviors. This suggests a cyclical nature of
poor body image and decreased engagement in healthy lifestyle behaviors (Bednarzyk et
al. 2013).
Weight stigmatization is a fundamental issue when attempting to understand
overweight/obese persons and lack of PA. The prevalent stereotypes that
overweight/obese individuals are lazy, weak-willed, unsuccessful, unintelligent, lack selfdiscipline, have poor willpower, and are noncompliant with weight-loss treatment,
prompt stigma, prejudice, and discrimination against obese persons in numerous areas of
living, such as the workplace, health care and educational institutions, and the mass
media (Puhl & Heuer, 2010). Studies have shown that experiencing weight
stigma/discrimination increases the likelihood of unhealthy eating and lower levels of
physical activity, both of which increase weight gain and obesity. Weight-based
victimization among youths has been linked to lower levels of physical activity, negative
attitudes about sports, and lower participation in PA among overweight students. Similar
findings have emerged for adults, and research also shows adults who experience weight
stigma are more likely to avoid exercise. Weight stigma causes self-shame, which
decreases PA due to fear of embarrassment, fear of being teased, lack of self-confidence
and self-efficacy (Puhl & Heuer, 2010).
Mental health is also a determiner of physical activity (PA). Studies suggest that
depression is a significant risk factor for developing/living a sedentary lifestyle
(Roshanaei-Moghaddam, Katon, & Russo, 2009). As well, low physical activity is a risk
factor for developing depression (Mikkelsen, et al. 2010). It is not scientifically
conclusive whether depression causes low PA, or low PA causes depression, what is
significant is the correlation between the two. In laymens terms, those who suffer from
depression are less likely to engage in physical activity than those of superior mental
health. Those who do not engage in regular PA are more likely to develop depression than
those who do so. (Strohle, 2008; Mikkelsen, et al., 2010) The CDC defines depression
as, characterized by depressed or sad mood, diminished interest in activities which used
to be pleasurable, weight gain or loss, psychomotor agitation or retardation, fatigue,
inappropriate guilt, difficulties concentrating, as well as recurrent thoughts of death.
(Depression, 2013) These characteristics of depression would explain decreased PA,
especially when coupled with low self-confidence and low self-efficacy. It should also be
noted that social support has been proven a determiner of PA. Depressed people may feel
a lack of social support, thus influencing their level of PA. (LaCaille, Dauner, Krambeer
& Pedersen, 2011)
Geographic characteristics related to our problem are specific to college-related
living. Students residing on campus are more likely to receive information regarding
strength training from our program, and are more likely to visit the Ball State Recreation
and Wellness Center due to their close proximity. Reaching students whom reside off
campus will be more difficult due to the fact they spend less time on campus. Students
who live off campus are less likely to frequent the Recreation Center as often as on
campus students based on the fact they live further away, and may perceive the distance
as a hassle.
Students whom commute to campus are less likely to frequent the Recreation
Center, attend program events, and receive information regarding strength training due to
the fact most commuters only come on campus for their classes and leave directly after.
Commuter students are less likely to come to any event because they would have to drive
to and from the events. Disseminated information is more reachable to non-commuter
students because they are more likely to spend time on campus compared to commuter
students. Non-commuter students are more likely to attend program events and visit the
Recreation Center based on the fact they live in closer proximity to campus. Students
who live off campus are within walking distance or could use the city bus system or the
Ball State University shuttle system for free transportation.
There are several behaviors common among college students related to our
problem. A growing problematic behavior among young people is prolonged sedentary
behavior, mostly related to extended screen time. Sedentary behavior is typically
defined as any behavior with exceedingly low energy expenditure that causes muscular
disuse, resulting in a slew of harmful metabolic effects after a short period of time
(Kotecki, 2014). Screen time is categorized as any sedentary behavior spent in front of a
screen, such as watching television, video gaming, time spent of social networks and
other internet and computer activities. The 2008 American Time Use Survey, published
by the U.S Department of Labor, showed that leisure time for full time university
students totaled 3.67 hours per day (Fountatine, et al., 2011). Due to the ease of such
activities, it may be more enticing to a student to engage in screen time activities as
opposed to being active. Statistics show a significant decline in physical activity in the
18-24 year old age group (Pauline, 2013).
Alcohol use is another concerning behavior among college students. Social
activities among this age group usually pertain to drinking excessive amounts of alcohol,
or binge drinking. Four out of five college students drink alcohol (National Institute on
Alcohol Abuse and Alcoholism [NIAAA], 2013). More than 150,000 students develop a
health problem as a result of their drinking (NIAAA, 2013). Although it is not guaranteed
that all students will develop some sort of health problem because of drinking, it still puts
the student at risk for health issues. If a student has health issues, it may be harder to
work out or strength train due to their bodies changes. After a night of drinking, students
are less likely to go to the gym, engage in strength training (ST) activities, and are more
likely overall to be less productive physically. According to the American College of
Sports Medicine (2014), alcohol use has debilitating effects on the body's physical
activity, which over time can cause loss of strength and deterioration of muscles. Alcohol
has also been proven to cause unintentional injuries, which would require a period of
recovery time outside of the gym (Bryant, Darkes & Rahal, 2012). Binge drinking
correlates highly with a students weight and motivation, as well as has multiple negative
effects on the body, all of which prove to be problematic regarding our promoted
behavior.
The behavior of eating an unhealthy diet is related to our problem, because an
unhealthy diet depletes oneself of energy. If one does not have enough energy to be
active, then they will most likely not engage in ST activities. For most college students,
college is the first time in their life where they are completely in charge of what they are
eating. For many, this means convenience eating, and stress eating, both of which are not
ideal, or healthy, eating behaviors. Unfortunately, most of the food choices on campus are
fast, easy, and not nutrient dense. Eating like this for a pro-longed time period will
deplete ones energy sources, thus stealing the energy they otherwise could have put
towards strength training. A recent study has found that 95% of college students do not
eat the recommended amount of fruits and vegetables to maintain a healthy diet.
(University of Utah Health Care, 2013)
There are many influences on behavior choices among college students. Many of
them can be attributed to real and perceived barriers. Time is a barrier associated with our
target behavior. Students have many demands and responsibilities and may not
understand how to properly balance everything. Students may want to increase their
strength training activities but may simply just not perceive available time for it. A cost
associated with time would be the cost of the "trade-off." If a student chooses to spend
their time strength training, they are simultaneously giving up or trading time that
could be spent on another activity, such as schoolwork or socializing.
Knowledge, or the lack of, is another barrier associated with our target behavior.
Many students who do not understand how to properly use the strength training
equipment may actively avoid the weight room available to students. As well, there are
many strength-training moves that do no require equipment that students may also be
unaware of. With proper knowledge comes improved self-efficacy. Self-efficacy is the
belief in ones own ability to succeed in reaching goals and completing tasks. If students
feel well versed in how to use the equipment, then they will feel confident in
participating. As well, knowing where one can go to engage in strength training (ST)
activities, as well as where to go to seek help and information regarding ST activities, are
vital pieces of knowledge one needs in order to engage in the behavior. If students do not
know there is a weight room available for use and where it is located, chances are they
will never make the visit.
Stereotypes and certain perceptions held by students also serve as a barrier to
strength training. Two perceptions in particular that were revealed to us through our focus
group are: (1) That the weight room is usually overwhelmingly occupied by males and;
(2) The males that do occupy the weight room are the males who played sports in high
school, who understand how to use the strength training machines. This leads to females,
as well as those males who did not play sports in high school, actively avoiding the
weight room. Another common held stereotype that acts as a barrier to strength training
could be that strength training is primarily a male activity, and if females do partake
they will become bulky and undesirable.
Social support can serve as either a barrier or a facilitator of our promoted
behavior. Social support has been a proven determiner of physical activity (Lacaille, et
al., 2011). College students are more likely to exercise if they feel they have social
support for being active. Social support can come from many influences in life. Often
time, feeling encouragement to engage in physical activity from friends and family can be
vital to success rates (King, et al., 2014). As well, one may feel more encouraged to
partake in ST activities if a friend accompanies them. Conversely if one perceives a lack
of social support, than they are less likely to partake in ST activities.
Part-time status may be another factor that influences whether or not a student
visits the Recreation Facility. Part-time students do not have access to the Recreation
Center because it is not included in their student fees. Only full-time students have
automatic access. This poses a barrier for part-time students because in order to use the
Recreation Center they would have to payout-of-pocket. College students usually have
little to no income, so the out-of-pocket expense maybe too much. A gym membership at
an outside gym (off campus) may also be too expensive.
The lack of available parking surrounding the Recreation Center may also
influence ones decision to visit the Recreation Center. Parking services has many rules
and policies that prevent students from parking on campus without a pass (BSUe, 2014).
Unfortunately, this factor prohibits many students from going to the gym. Off-campus
students who must drive to campus are only able to park in the main lot from the odd
hours of 7pm to 3am, do the lots enforced policy. The other lots surrounding the
Recreation Center are enforced during a myriad of specific hours, which can be confusing
to many students. Furthermore, these strange hours may not align with the majority of
students schedule. If a student were to get a ticket from wrongly parking in any of these
lots, the price is extremely high. The fear of getting an expensive ticket may deter
students from visiting the center. As well, the metered spots surrounding the Recreation
Center are only available for 45 minutes, which is hardly long enough to spend quality
time in the gym.
We will now examine the effects of the health problem, the consequences of not
strength training and benefits of participating. It is important to note why strength
training is vital to ones heath, because adults are less likely to meet the strength training
recommendations than aerobic exercise recommendations. In fact, in one study sampling
333,507 adults, only 23.7% reported meeting the muscle strengthening recommendations
(Vezina, Ananian, Greenberg, & Kurka, 2014).
Strength/resistance training is imperative to reducing health risks and avoiding
disease. Strength training improves blood pressure, thus reducing the risk of hypertension
and heart disease. Muscular strength training increases muscle mass and improves bone
density and joint health, thus decreasing the risk of injury and osteoporosis. It also helps
maintain flexibility and balance, and helps you remain independent as you age. Strength
training has positive effects on insulin sensitivity. This is critical as rheumatoid and
osteoarthritis, and diabetes plague our nation. Strength training also give you greater
endurance stamina, as you grow stronger you will not get tired as easily. This leads to
enhanced performance of everyday tasks. Strength training improves posture, pain
management and mobility, which are also crucial, as you grow older. A better nights sleep
and avoidance of insomnia are also benefits of strength training, which is helpful at any
age. Furthermore, muscular strength is inversely correlated with all-cause and cancer
mortality. This is also critical, as cancer is the second leading cause of death among
adults, after heart disease, and the leading cause of death among women aged 34-84
(Department of Health and Human Services [HHS], 2013; Resistance Training, 2014).
It is evident how crucial it is that college age adults begin to form health behaviors to
improve health and avoid disease later in life.
Beyond the physiological effects, strength training also has positive psychological
effects by reducing the symptoms related to stress, anxiety and depression. It brings an
overall improved sense of wellbeing, boosting your self-confidence, body image, and
improving your mood. Increased self-esteem can enhance an individuals capacity to
interact positively among social groups. (Resistance Training, 2014)
Strength training decreases the chance of obesity, as it helps with weightmanagement, improves metabolism, and increases the muscle to fat ratio. This is very
important as the CDC reported in 2012 that 69% of the population was obese (CDC, 2014
fs). Evidence continues to accumulate that obesity is associated with significant
morbidity and mortality. Obesity in particular is an independent risk factor for
cardiovascular disease. Other health risks of for overweight and obese people include
type 2 diabetes, stroke, asthma, high blood cholesterol and blood pressure, pregnancy
complications, osteoarthritis, increased surgical risk, sleep apnea, premature death and
psychological disorders (e.g., depression, eating disorders, distorted body image and low
self-esteem). In the U.S, overweight and obesity contribute to 15 and 20 percent of all
cancer related mortality. Cancers of the breast, endometrium, kidney, colon, pancreas,
esophagus, and gallbladder have all been strongly linked to excess body fat (Kotecki,
2014).
Major consequences that every community faces are the severe economic
implications due to rising healthcare costs and increasing obesity-related medical
expenditures. Health care expenditures in 2007 surpassed $2.2 trillion and it is estimated
that the costs associated to chronic disease treatment account for over 75% of these
expenditures (Milroy, 2010). Studies have shown that obese individuals incur medical
expenses 36% higher than those of normal weight. Compared with those of normal
weight, obese individuals have 38% more visits to primary care physicians. Obesity is
responsible for between 5% and 7% of the total annual medical expenditures in the US,
or $75 billion per year. Medicaid will inevitably cover many obese individuals, because
the Medicaid population has a 50% higher prevalence of obesity, the government
finances roughly half of the total annual medical costs attributable to obesity (Finkelstein,
Ruhm and Kosa, 2005). Taxpayers finance the majority of these costs; therefor it is a
consequence every American faces.
We will now move on to focusing on solutions to our problem, expanding on how
we plan to increase the amount of students who participate in strength training activities.
In order to do so, we are resolved to focus on eliminating the barriers to strength training
perceived by students. We believe this is the primary solution to increase the amount of
Ball State University students who strength-train.
Our program is created around eliminating these barriers, while keeping in mind
the attitudes and behaviors of students. The barriers we will be focusing on specifically
are lack of time, lack of knowledge, and common stereotypes. The attitudes of students
we must keep in mind are as follows: (1) the desire to feel included; (2) the desire to have
social support; (3) the desire to see physical results; (4) the desire to relieve stress; and
(5) and the desire to be publicly recognized among their peers. The behaviors of students
we must keep in mind are as follows: (1) almost all students use social media daily; (2)
almost all students use some form of technology, engaging in screen time, daily; (3)
almost all students purchase food on campus at some point during the year: (4) almost all
students use the university shuttle system; and (5) almost all students utilize various
lounge/study areas across campus.
By keeping in mind the attitudes and behaviors of students, while specifically
marketing to eliminate barriers, we believe we can efficiently target the student
population.
D. Target Audience
Our target audience is all students who currently attend Ball State University.
These students believe that the benefits of engaging in strength training do not outweigh
the costs. Because the majority of our target consumers are in the 18-24 age range, they
sometimes view strength training as unimportant at this time in their life. Our target
audiences young age sometimes leads them to believe that this is something that they can
deal with later and, as of right now, will have minimal effects on their body and health.
Our target audience is experiencing excessive stress as well. The various
responsibilities and demands associated with college can often time feel overwhelming
for students. Many students are operating on very tight schedules. They are balancing an
abundance of stressors such as; school, work, finances, family, social life, etc. These
students view strength training as an unnecessary added stressor and either do not care to,
or do not feel that they have the time to incorporate new hassles into their daily routines.
We have decided to not target a secondary audience. Targeting a secondary
audience within our program, such as peers of the primary audience, would be redundant
considering we are targeting all Ball State University students. Friends of the audience
would have a great chance of being enrolled as students at Ball State University. Instead,
we feel that encouraging students to strength train with a friend would be more effective
for the target audience. Targeting a secondary audience will not be necessary in this
program to influence behavior change.
Although we have decided to focus solely on a primary audience, we have
segmented our target population from the various types of students presented at Ball State
University. One way that we have segmented our target population is by students who
live on campus vs. students who live off campus. Students residing on campus are more
likely to receive information regarding strength training, and are more likely to visit the
Student Recreation Center due to their close proximity. Reaching students whom reside
off campus will be more difficult to reach due to the fact they spend less time on campus.
Students who live off campus are less likely to frequent the Student Recreation Center as
often as on campus students based on the fact they live further away, and may perceive
the distance as a hassle.
Another way that we have segmented our target population is by students who commute
to campus vs. students who do not commute to campus. Students who commute to
campus are less likely to frequently visit the Student Recreation Center, attend program
events, and receive information regarding strength training due to the fact most
commuters only come on campus for their classes and leave directly after. Commuter
students are less likely to come to any event because they would have to drive to and
from the events. Disseminated information is more reachable to non-commuter students
because they are more likely to spend time on campus compared to commuter students.
Non-commuter students are more likely to attend program events and visit the Student
Recreation Center based on the fact they live in closer to campus. Students who live off
campus are within walking distance or could use the MITS bus or the Ball State
University shuttle system for free transportation.
For our program we have selected all students currently enrolled at Ball State
University as our target population. Being college students ourselves, we are able to
understand the wants and needs of our peers, which helps when planning an effective
program. Also, we feel that it is important to target this age group of mostly 18-24 year
old individuals. During this time of young adulthood, health and eating habits practiced
can have a huge effect on your body and lifestyle in later years. What you are doing to
your body now will definitely effect you years down the road.
Another reason we have selected all students currently enrolled at Ball State
University as our target population is because they are the easiest to reach for our team.
The communication channel that our target audience pays the most attention to is social
media. As college students ourselves, we are constantly on their phones, typically
checking Facebook, Twitter, Instagram, and other social media websites. We feel that
social media is the best way to reach Ball State University students. Also, we believe that
college students trust the information they see on social media. This is because their
trusted friends and family primarily post it. Social media reaches almost all Ball State
University students and is a trusted source for information. This makes it the perfect
candidate for the use of our program.
E. Goals and Objectives

The overall goal of our strength training social marketing program is to increase
by 20% the number of Ball State University students who report strength training 3-5
days a week by the end of 2016. Although increasing the number of Ball State University
students who strength train is our primary goal, we have smaller objectives related to this
goal that we will achieve along with it. There are three main objectives; one behavior
objective, which is geared towards changing the actual behaviors of the target audience,
one knowledge objective, which is geared towards raising awareness and knowledge
about strength training, and one attitude objective, which is geared towards changing or
strengthening the attitudes and beliefs that the target audience member has about strength
training.
Objectives
The behavioral objective we chose to achieve with our program is that within the
first 30 days of November 2015, there will be an increase of 5% of Ball State University
students who utilize the weight room. Weve created this objective to help us reach our
overall goal for the program. In order to achieve this objective, we have created various
social media sites with things like work outs for different body types to make students
feel comfortable in the weight room. The goal is to emphasize that strength training is for
everyone, not just a certain type of person.
The knowledge objective we chose for our program is by the end of both fall and
spring semesters of the 2015-2016 academic year, 80% of Ball State University students
will be able to report five physical benefits of strength training to their body. We chose
this objective because of the participants of our first focus group. When asked, some were
not aware of the physical benefits of strength training. To change this, we will have a
strong is campaign, where students will tell us through social media what strong means
to them. This can be physical benefits, mental benefits, or how strength training makes a
student feel.
Our attitudinal objective is by the end of May 2016, we want to increase the
number of Ball State University students who report that they believe strength training
will benefit their overall health by 30%. We chose this objective because of our first focus
groups responses, the same source that we used to create our knowledge objective.
Again, a lot of students werent aware of the benefits of strength training and we want to
remedy this. We will change the beliefs of our target audience by using social media and
promotional materials. In these, we will emphasize that if another student can do it
(strength train), you can do it as well. Hopefully this will change students beliefs and
realize that strength training is so important for the body.
F. Pretesting Concepts and Messages

Moderators Guide
HI, WELCOME TO OUR FOCUS GROUP. (GIVE NAMES) FIRST AND
FOREMOST, WE WOULD LIKE TO THANK EACH AND EVERY ONE OF YOU
FOR VOLUNTEERING YOUR TIME TO COME OUT AND PARTICIPATE IN
OUR DISCUSSION. TONIGHT WE WILL BE FOCUSING ON THE TOPIC OF
STRENGTH TRAINING AMONG BALL STATE STUDENTS. WE WILL BE
VIDEOTAPING OUR DISCUSSION TONIGHT, BUT IT IS IMPORTANT TO
TAKE NOTE THAT ALL OF YOUR ANSWERS WILL REMAIN ANONYMOUS.
THE QUESTIONS WILL BE OPEN FOR DISCUSSION AND ANY INPUT YOU
GIVE IS GREATLY APPRECIATED. WE ASK THAT YOU PLEASE RESPECT
OTHER PEOPLES OPINION. THE ONLY PEOPLE TO VIEW THIS TAPE
WILL BE THE MEMBERS OF THIS GROUP, AS WELL AS OUR PROFESSOR.
AGAIN, THANK YOU FOR PARTICIPATING IN OUR FOCUS GROUP.
Video Times:
Will and Grace Stake it
http://www.free-tv-video-online.me/player/novamov.php?id=11f07202ad1b4
Stop at 2:10
Joeys Hernia
https://www.youtube.com/watch?v=Sab42ez3q_E
START at 0:45 End at 1:57
Grace steals workout
https://www.youtube.com/watch?v=qcB9kc4Wym4
Full video
Kevin Hart Gym
https://www.youtube.com/watch?v=kXokDYkvQIE
START at 3:00 END at 4:28
My Wife and Kids Eurotraining
https://www.youtube.com/watch?v=oNf606dfCb0&feature=youtu.be
Stop at 3:35
Questions During Videos:
Stake it
How did you feel about the video? Thoughts, opinions
How does the media portray exercise through this video?
Do you feel more comfortable working out with a friend that would keep you motivated?
Do you think that you are able to get a good workout if you are not sweating? What
ways?
What types of activities incorporate strength training?
**Open discussion based on feedback**
Joeys Hernia
Looks? He exercises only on occasion?
Has fear of injury ever prevented you from lifting weights?
If so, what can you do to change that fear?
Grace Steals Workout
How do you feel that working out with a personal trainer was portrayed?
Did you notice that the trainer stated that his workouts were not free?
Has funding every prevented you from buying sessions with a personal trainer at BSU or
another gym?
Do you think personal training sessions should be included with the gym at BSU? Why?
Would you purchase training sessions to learn how to properly lift weights if it were free
or cost less?
Kevin Hart
What are the stereotypes portrayed in this video?
Why are there stereotypes?
Wife and Kids-Eurotraining
Why do you believe that there is a stereotype that strength training is only for men?
Do you believe this stereotype is due more to the fact of nurture or nature? (Society or
biology)
Transcription of focus group 1
0:00 Welcome. My name is Alyssa and this is a focus group for 394 and we are talking
about strength training. So I am going to be leading today. This is my cohort here, Lexie.
She will be running our computer. Weve got Mackenzie doing the camera and the sound,
and we got Rachel over there taking notes. So this is our group and welcome.
0:17 First and foremost, we want to thank you for taking your time out of your evening to
be here. This is a big project for us so we really appreciate it.
0:25 Uhm, this is going to be focusing on strength training and exercise in general but
your participation is voluntary and we appreciate any responses that you give us today.
0:36 Uhm so, please respect everyone elses opinions. Everything that goes on in this
room is staying between our group and our professor, including the recording and at the
end of the semester it gets deleted so no one else will see it, so it is confidential. Uhm, so
thank you and we are going to go ahead and get started with an ice breaker because we all
love ice breakers.
**Group laughs ad murmurs while reading the screen**
0:57 Okay, so we are just going to have you guys say your name and pick one of the two
questions to answer, whichever you prefer
**Group laughs while reading the questions on the screen**
1:04 just so we can have some fun with this, so I will go first. So I am Alyssa and I
was in Puerto Rico for two months this summer so that is probably the coolest place I
have been. Yeah I pick that one.
1:20 Once again, my name is Lexie and probably the coolest place I have ever been is,
uhm Garden of the Gods in Colorado.
1:33 Im Rachel and the coolest place Ive been, its not very cool but its cool to me,
uhm, Disney World. Its like my favorite place in the world.
**Giggles**
1:44 Thats pretty cool. I like Disney World. Uhm, my name is Mackenzie and the coolest
place Ive ever been is the Amazon Basin in Ecuador. Do you want to go? Oh, wait, you
want to go? Alright. Doesnt matter.
**Giggles**
2:00 Do you just want to start and we will go around?
**Nods**
2:03 Okay. Go ahead. Uh, Im Marcus and lets see, I guess for animal one Id pick a
cheetah cause theyre fast. Valid point, valid.
2:14 Im Daniel and Id be a bat cause bats are tight.
**Laughter**
2:19 Uhm, Im Jessica and I would uhm be a penguin **laughter** I think I am a
penguin already **laughter** so I think it just works.
2:29 Uh my name is Liz and I would be a fish because I like to swim.
2:35 Im Lindsay and I went to Greece this summer. Nice.
2:39 Uhm, my name is Shane and the coolest place Ive ever been was Mackinaw Island.
2:46 My name is Zach and uh Id say Hawaii was definitely the coolest place.
2:51 Im Liz and I would be an elephant because like they are strong but, and they also
have a lot of human qualities to them.
3:02 Im Tyrenna and the coolest place Ive been is Anguilla, its over there in the Virgin
Islands. Nice. Cool.
3:09 My name is Alayna and I would probably be a dog because they are always happy.
**Giggles**
3:13 How original. **laughter** Uh my name is Zach and if I could be any animal in the
world I would be a rhino because theyre tough.
**Laughter**
3:25 Uhm, my name is Sumer and I would be a lion or a cat because they are my favorite
animals. **Giggle**
3:32 Uh my name is Brittany and Id be a cat because their lives are so easy and they just,
everyone loves them and theyre soft.
**Laughter**
3:42 True. My name is Beverly and the coolest place I have been is Germany. Nice. Cool.
3:47 Alright, well thank you guys for sharing that. Alright we are gonna do most of our
activities today through videos, so we are going to have you guys watch some sitcom,
little clips. There are some from F.R.I.E.N.D.S and Will and Grace and other random TV
shows and we are going to try and have you talk about what you are getting from these
videos as it relates to fitness and strength training. So we have some questions for you
after but we are going to start with the first video. One second.
4:14 Sorry this one has really bad quality so we cant really make it any bigger.
(Will and Grace clip)
4:20 **Music plays** What are we doing? Are we even working out? Of course we are.
Just because we are not sweating does not mean we are not getting a good workout.
**Laughter** Thats the kind of answer I would expect from an owner of an Angela
Lansbury workout video. **Laughter** Ready? Flip! Ow! Uhh. Pshh. **Laughter** Ew,
my ball smells. Smell my ball. Smell your own ball! **Laughter** If I could do that, I
would be the happiest girl on Earth. **Laughter** I dont know what that means.
**Laughter** Hey losers, how you doing? Up, up, up we are here to workout. Lets go,
lets stake it. Lets what? Stake it. Stake it! You gotta stake it! **Laughter** Stop saying
stake it. Whats stake it? Stake it is my workout catch phrase, in addition to being a
motivational tool, it is a stylistic flouriest that sets me apart. **Laughter** It doesnt even
mean anything. Okay, you two figure this out, Im going to work on my glutes. You mean
you are going to sit at the juice bar? Yep. **Laughter** Now you can laugh at stake it
now but when it becomes my dyn-o-mite, **laughing** or my leggo-my-eggo,
**laughing** or my hey-hey-hey, **laughing** then youll be laughing because... Wait,
wait, wait, whos that guy? That guy? Uh, I dont know, hes that guy. You know, whats
his name, generic McFlame Wrap. **Laughter** No, I know him, I mean not from the
gym but from somewhere else. Oh who cares Will. Probably from some law case where
you said blah and he said blah and a judge said blah and ten people died of boredom.
**Laughter** No I can swear I..I..**Grunting****Grunting****Grunting** Phew, Im
done!
**Laughter**
6:24 Alright, so what did you guys get, in regards, to their routine at the gym?
6:32 Its very relaxed. **Laughing** Anything else? Not a lot of actual working out.
Mhmm. **Nodding of agreement** A lot of socializing. Anybody else have anything on
it? No? Okay.
6:47 So, how did you feel like the media portrayed exercise in this specific scene?
6:55 I feel like they portrayed it as more of a social aspect and not like really they were
like we dont have to be sweating to work out, which I dont necessarily Feel like you
have to be sweating but you have to at least be doing something. Mhmm.
7:06 Not just laying there. Right. **Laughter** **Nods of agreement** Exactly, not just
sitting on a ball.
7:10 Yeah. I think this being a comedy they uhm they made it to make fun of those people
who go to the gym just to socialize and to not actually get a workout in so I dont think it
was just them actually saying go to the gym and do this. I think it was them saying we
make fun of those people who stand around and talk all the time.
7:25 And kind of commenting on the people who do that. Anybody else have anything on
that? Okay. So I am going to kind of question off of you, Liz. You said you do not
necessarily have to be sweating but you still have to be doing something. What kind of
activities would you specifically say would go with that?
7:45 So, lifting weights because I dont feel like I always necessarily sweat every time I
lift weights. 9 times out of 10, yes, but I dont feel like I always do.
7:54 Okay, are there any other activities people think that you wouldnt sweat while you
are working out? Maybe like walking. Walking. When you do yoga you dont always
sweat. Thats a good one. Yeah, definitely.
8:06 Okay so then if theyre making this more of a social aspect here, do you feel like
students these days feel more comfortable working out with friends or having a social
person with them? Do you think that influences who goes to the gym and who doesnt?
8:21 I think that totally depends on the person. Like a lot of people go and prefer to have
some kind of encouragement to keep going. I hate going to the gym with people. Yeah I
dont like anybody watching me. **Laughter** So I think it depends on the person.
8:36 Does anyone else like to have friends with them when they go?
8:39 I feel like it like pushes me. Sometimes, cause like on certain days like when like
Im really tired and I dont want to go. But theyre like no, youre going. Im like ok,
fine. **Laughter**
8:51 Is there someone else with a different answer?
8:54 I do. I mean I just like to have someone with me cause I have someone to like workout with and help you like change your routines, someone to give like a different
viewpoint for a workout.
9:08 So anyone else see it that way?
9:09 I feel like it varies on like the mood that youre in. Cause sometimes I like going
with someone and not doing the same routine but at least having someone there helps
motivate you.
9:19 I also think it depends on like, well for me like, kind of what Im doing. Like if Im
gonna do more like cardio, cause I dont like to talk to people when Im doing cardio. It
makes it worse. And so I feel like if Im doing more of like weight type stuff though, its
not more social, but like I can talk to someone while Im doing that.
9:41 I dont like it with people cause I like to go at my own beat, my own time, you
know, like I might not want to do that so I might come back to it later. When Im with
someone, Oh do you want to do this now, or, I feel like Im dragging or Im dragging
them, one or the other. So its like eh, I prefer doing it alone.
9:59 Good point. Does anybody else have anythingyeah?
10:02 Like, along with that like, because me and my fianc have been going to the gym
for like a while now, and he teaches me a lot of things that like I didnt know, like weight
wise, so I really like going with him. But I feel like its like how you said, like dragging, I
mean were dragging each other down. Im ready to go or hes ready to go, and were still
not like done with our workout or something.
10:24 Thats a really good point. Alright. Were gonna move on to the next one. Can you
guys see that OK? Or should we try to turn the lights down a little bit?
10:42 Everyone: Thats fine.
(F.R.I.E.N.D.S. clip)
10:42 Make sure you look both ways before you cross the street. **Laughter**
10:47 **Music plays**
10:56 Hey. Hey. **Laughter**
10:59 So Estelle lined up a bunch of auditions for me tomorrow and Ill have my
insurance back in no time. **Laughter**
11:07 Thats great butshouldnt you be on a toilet right now? **Laughter**
11:13 What?
11:15 Whats wrong with you?
11:16 Well, I got this blinding pain in my stomach when I was lifting weights before, then
I passed out, and I havent been able to stand up since! **Laughter** But uh, I dont
think its anything serious. **Laughter**
11:29 This sounds like a hernia, you have to go to the doctor.
11:33 Ok, look, if Im gonna go to the doctor for anything its gonna be for this thing
sticking out of my stomach! **Laughter**
11:41 Thats a hernia.
11:44 Why did I have to start working out again? Damn you 15s! **Laughter**
11:50 Alright so what did we get from this one?
11:54 Dont strain yourself.
11:57 That if you dont work out correct that you could hurt yourself.
12:02 Anything else?
12:05 I think trying to be able to jump back into a workout, like if you havent worked
out in a while and youre trying to get back to what you were doing before, its gonna
mess up your body, its not gonna get the same effect as it did.
12:17 Exactly. Anything else? Ok, so do you think that injury is a common reason for
people not to go to the gym? No?
12:29 I dont know. I think its more of people are too lazy. Because I know sometimes
when I work out, I just, I hate it sometimes. Just, your muscles get so sore, and it feels
like youre injured but youre really not. Two days later you have this pain thats just like
cramps and its just really horrible.
12:52 Ok so you dont think fear would prevent them from going if they dont go on a
regular basis at all? Or do you think thats just when theyre there?
13:01 I dont think injuryI dont think it plays a role in it. Maybe some but
13:07 I think injury would help people go to the gym so they can get back to being there
and all that stuff.
13:15 Does anyone else have anything on injury?
13:17 I agree that I dont think injury really like would make someone not want to. I
mean, I guess it kind of depends on what happened, but I feel like those people that get
injured, like its not like, they were safe about it and its a habit and they want to get back
in the gym. But I guess it kind of depends person to person.
13:36 I hear a lot of excuses like, theyre like oh my back, I cant do this, so I hear
excuses about like injury but just do what you can. If you cant do that then, you know,
do something else. But uh, injury I feel like its what I hear the most of someone
complaining, or like he said, the soreness. So with strength training, you miss one week
or two weeks and you get back in the gym and you do something and a couple days later
you be sore. So a lot of people for the first time coming to the gym, they dont like that
feeling of being sore, so then they just wont come back.
14:09 Thats a good point.
14:10 Um, just from my point of view, Ive had an injury where I wasnt like, I was tied, I
couldnt even take notes for class, and it killed me not being able to be in a gym to do
that. But my doctor was like you cant use your arm at all. And so like going back and
trying to get my strength back in my arm, like it was like hard but, I also do agree with
like laziness. Like just saying like
14:40 What clarifies preexisting injury and fear of injury? So do you think the fear of
injury, so like if youre not comfortable with the weight room, do you think maybe
theres any kind of fear preventing people?
14:59 Just intimidation.
15:00 Intimidation?
15:02 I mean it happens, but at the same time its like you can be afraid to drive a car
because youre afraid of getting in a car accident but you know it happens to some people
but its not like a regularly occurring thing unless youre pushing yourself so hard that
you hurt yourself.
15:17 Right, like in the video?
15:18 Right. **Laughs**
15:19 Ok. Do we have any other differing opinions on that one? Nope? Ok, cool.
(Will and Grace clip #2)
15:24 **Laughter** Excuse me, are you working out with us? No. **Laughter** I dont
even know you, Josh. **Laughter** Then howd you know his name was Josh? Shut up,
Carol. **Laughter** You know, I dont do this for free. Oh, Im shaking. **Laughter**
What are you gonna do, send me to exercise jail? **Laughter** And P.S., youre not even
worth it. I havent even noticed any changes in my body, if anything, my ass has gotten
bigger. Thats because this workout is designed to make Carols butt look larger and her
chest smaller. **Laughter** Oh dear god. **Laughter** What have I done?
**Laughter**
16:24 Ok so what did we get from this one? How is the media portraying this? Personal
trainers, specifically, I guess we can start there.
16:35 Some people go to the gym for different reasons than other people do.
16:44 Anything else?
16:45 It seemed to me like they were portraying personal trainers as people that arent
necessarily someone that helps you.
17:00 Go ahead.
17:01 I think that uh, it did portray it as theyre kind of tailored to your own body,
sometimes the personal trainer workouts but it also kind of made it seem like its kind of
so exclusive that its like you cant evenyou have to pay someone so much money to
have someone to do that. You cant just be like Grace and kind of just steal it.
17:21 Right. And thats a Segway into my next question. How many of you have ever
been with a personal trainer? Like use a personal trainer on a regular basis? Just by like a
show of hands. **One person raised hand** Ok so youre the only one. Have you ever
done it here, on campus?
17:36 Nope.
17:37 Nope? Why not? Just out of curiosity.
17:39 I mean, other personal trainers here are probably gonna cost you money and at
home, I was working besides school so I had money to pay for it and now I dont work as
much.
17:41 Ok. And so, just for like a little tidbit of knowledge, I think its like a 14 session
package here on campus, so its like one semester, they cost over $600 for a personal
trainer from our Rec Center. So, just with that in mind, do you think it obviously hinders
or affects people from buying packages from the university?
18:16 **Unanimous nods in agreement**
18:17 And do you think like they should be included or not? At all?
18:22 I think a few sessions should be so people can like see if it really helps them. Uhm,
cause I feel like theres probably some people who do go into the gym and dont know
what they need to do for their specific body type and dont know how to learn that either.
So I think that thats important, for somebody to be able to get a taste of it. But $600,
thats absolutely ridiculous. Theres nothing that you can do to me for $600 in the gym
that I cant teach myself.
18:47 **Laughs** Go ahead.
18:48 I feel like I definitely agree with that. Like if they did maybe like one session for
free, I feel like a lot more students would be prone to like maybe trying it if they really
dont know what theyre doing at all in the gym, or even just like a more reasonable cost.
Like we already pay enough, like we cant put that back.
19:04 Yeah, exactly. Why do you think they charge that much when theyre always trying
to encourage healthy habits on campus and using the gyms resources. Do you think
theres any reason behind it?
19:18 I mean they still have to get paid too. But that much is kind of ridiculous.
19:24 Do you think if you did have a session where you went through all of the machines,
youd be more inclined to go back by yourself?
19:30 **multiple students answer yes**
19:36 Would you actually remember everything? Well I mean, whats one session? To
me, thats really notI feel like, like if your local participating YMCA and stuff around
here, you actually have classes that instructors are in there to instruct you or whatever.
But I dont get why with that costs $600, but yet your womens center and your health
center and stuff is free for the students that are at 12 credit hours or more.
20:07 So do you think, when you say classes, like from other places, are more feasible, so
do you think
20:12 Yeah, once you have a membership, youre just in your own classes.
20:16 So do you think classes here would benefit students? Like having a personal
training class or having like a strength training class in general?
20:21 Mmhm.
20:22 Why do you think?
20:22 If they were free!
20:24 **Laughs**
20:25 At reduced cost; so maybe if they had like an hourly employee that worked in the
weight room and you could sign up for like one hour with him for like $20, and you
could learn everything that you would want to learn for a reduced cost. Would that be
kind of a motivator?
20:41 **Unanimous agreement**
20:42 Next question, if that was an option, by a show of hands, how many of you
honestly believe you would take advantage of that? Pay roughly 20 or under bucks for an
hour with someone to teach you.
21:02 **a few hands raised**
21:02 Still? **Laughs** Oh, okay.
21:05 So overall, what is kind of your opinion on personal trainers, since we only had one
person who has actually worked with a personal trainer? Is there a reason why you
havent or whats your opinion on it?
21:14 I think that at this age, we have our like, a lot of us came out of high school and
played sports and we like, we know our way around the gym and know how to work a lot
of the equipment. So we dont need somebody to uhm, teach us how to use the stuff and
like motivate us. If we need someone to motivate us, wed go with a friend. If we needed
help learning the equipment, we could honestly turn to somebody there and say hey, how
do you like, how do you work this thing, just because Ive never used the machine
before. I think that $600 is ridiculous. I dont even think Id pay the $20 right now, just
because the machines arent difficult.
21:48 Yeah, go ahead.
21:49 I think its maybe, uhm, like for heavier-set people and stuff who just now get in
the gym, maybe if its feasible for them, yeah, go ahead with that trainer or whatever.
Cause they do need to know cause that will, uh, prevent injuries. But its kind of more of
a clich. Were not in the limelight, were not celebrities, those celebrities that can afford
that, thats what they do and you know. Thats more or less for them in that type of
aspect, I guess you could say.
22:21 I dont think a personal trainer should just help the heavier people.
22:25 Well, I said the heavier-set people but I justlike he said, Im with him, and we
all
22:31 You gotta just ask somebody next to you than go through the process of making a
formal, kind of teacher
22:40 Yeah?
22:41 Uhm, I feel like personal trainers do more than just show you how to like use the
machines. So like I wouldnt mind having a personal trainer if they could like give me a
plan of what to do to like help me lose weight or build muscles and stuff. If it was like,
cheaper. But like I feel like a personal trainer would do more than just be like this is
what you do. They kind of like have a plan for you.
23:02 And like in this video they did like the specific for her butt and chest and you can
like cater it to your body.
23:07 Right. Thats a good point. Anything to add to this one? Ok, cool.
(Kevin Hart clip)
23:20 I dont like those guys that try to make a scene at the gym either. You see guys just
trying to get everybody to look at them before they lift something. Like Im on the
treadmill, right, Im walking on the treadmill. And for some reason, I cant run, I dont
know what it is. So I just walk, on my Blackberry, just people watching. So theres this
guy. He was either going to jail or he just got out. **Laughs** He was one of those bigs,
like a little big. Like, this was the weight bench right here, right, this was the weight
bench. He had like three 45 plates right here, three 45 plates here. But he aint wanna lift
it, until he knew everybody at the gym was looking at him. This was exactly what he was
doing, he was **squats down, slaps himself repeatedly, claps****Laughter**I was just
looking like, he about to do this shit. **Laughter** He never did it, he just left.
**Laughter** Who does that? Who gets somebody that excited then dont finish him?
**Laughter**
24:56 I love Kevin Hart, so I had to do it. So what do you think about this one? What is
he portraying or what is he basically talking about in this whole thing?
25:05 True life. **Laughter**
25:08 Do you see people like that regularly at the gym? Who need the attention?
25:10 Yeah, definitely. And its usually in the weight room too.
25:13 Why do you think that is?
25:16 Classic meatheads.
25:17 Meatheads? Thats awesome.
25:19 I feel like theres a big difference between people who like work out for themselves
because they want to be healthier or they want to feel good, and then the people who like
work out cause they want to be like oh yeah, I work out. I feel like theres a big
difference that leans a lot more towards like the attention aspect of it, not because they
really want to be healthy.
25:40 So you said meatheads, going into my next question. Why do you think theres a
stereotype like this for guys that act like that?
25:49 Theyre so like large and like full of themselves, and like Im the best, and I can
lift all these weights by myself, I can act mean.
25:57 Mhm.
25:58 I feel like that happens because I feel like at some point in their life theyve
probably had low self-esteem so theyre trying to compensate for that low self-esteem.
26:06 I think that justwhy get that big? **Laughs** Like I want to know what their
goal is in some instances. Like some people are just huge. Like if you have a goal just to
be big, thats awesome. But like if Im gonna lift, its just because I dont want to be a
scrawny white guy. **Laughs** And you know, like there are some people that are 20
times my size, like what do you need to do? Lift a freakin car? **Laughs** Unless
youre going to like a competition or something I dont understand why sometimes they
get that big. Or if they drop the weights when theyre slowing down its like alright,
youre cool, you just lifted that, I really dont care.
26:42 What other stereotypes do you think are associated with lifting weights?
26:46 Girls cant do it. Because when you go downstairs at the gym, its the big weight
room. Theres like little weights upstairs with yoga mats and some of the machines, but
then when you go downstairs theres a handful of women down there working out. Uhm,
I mean, no more no less.
27:12 Would you say like the ratio for men to girls is disproportional?
27:14 Very.
27:17 Sometimes I feel like out of place there too. Its like, I think its like the girls floor
and like this is the guys floor and its kind of like
27:24 So do you feel like, you would perceive separation of genders in that area?
27:26 Oh yeah, I definitely do.
27:32 Yeah like Ive gone downstairs to go lift weights and I would pick up like a 15 and
these dudes are doing like 80s or whatever. I barely can lift it. **Laughs**Id rather go
upstairs.
27:42 Sorry did you have your hand up?
I was going to say something about that, Its kind of intimidating to go down there
because since theres no girls down there, and the guys are like staring at you. And one,
guys think you cant really lift weights, and if you do, youre kinda like manly, so like
either way, its like, what can you do. lose lose.
28: 01 Lets get a guys opinion real fast on what she just said. Do you guys feel like if
girls work out and lift weights there going to be too manly? Do you have an opinion on it
at all?
I think the only, like, time women are like that is when they are bodybuilders. That freaks
me out. I dont want to see that. But like, women dont need to feel intimidated, they
think like all these guys are judging them but really no one is, and if they are theyre
tools, and very very small minded. Like no one cares, we know why youre down there.
I was just thinking there is definitely guys in there that are like gawkers, that stand behind
girls and you walk by and like, Im like youre not helping yourself at all by like your
non-existent cut off t shirt, like the meatheads, like its just weird.
29:10 So could we describe maybe like the what we picture when of a meathead?
Really little head. *laughter* When youre a meathead you have a really little head. I feel
like the cut off shirt thats like really super small is pretty stereotypical. The one that
comes all the way on showing their entire chest. *laughter*People talking over
eachother*
29:44 What else? I feel like a lot of guys that do that are short, as a form of overcompensation. Any other inputs on stereotypical meatheads? Ok, so is that all the
stereotypes you guys from that video? Do you have anything else you want to add? Ok,
so this is the last video.
Video dialogue:
30:13 Ooo thats it here we go! One more one more last one. Yeaa here we go. Yea get up
good job. Ooh man. Thanks for the workout. Ay yoyoyoyo, that wasnt the work out. That
wasnt the work out? That was the pre-warm up, to get you ready for the warm-up. To get
you ready for the pre-workout, followed by the work-out, which precedes the postworkout, followed by a little 60 minute warm-down. 60 minute warm-down? What does
that consists of? Mostly running up hill, but you get to walk back down. Oh good.
Backwards, on your hands, with ankle weights. Whoa, were doing all that today? Do you
want these? *points to chest muscles.* the percolating pectorals? Huh? Yes thats what I
want. Then touch them. You want em, touch em. I dont wanna! Touch em! Touch em!
Ok! Ok! Yes! I was checking his heart rate, cuz we were just, uh.. ok. Ok lets get to
work. We gonna kick things off with some bicep curls. Bicep curls got it. Now I usually
start out with some 50s, but were gonna start you off with some tens. Thats cuz u aint
me. Hey hey hey hold on, dont patronize me, if youre doin fifty, im doing fifty. In fact,
make it 60. You want 60s? thats right. Ok you got it. I dont want 60s, I need 60s. We
uh, we gonna do 15 reps of these. All right? My chest gonna look like yours? Indeed. Let
me demonstrate. You might wanna step back. Ok. All right here we go. *Yelling ah ah ah
ah ah! Euro-training! Euro-training! While he bicep curls*** thats one. Help me out,
help me out, aaaah! *trying to lift 60 lb weight* woo! All right that was a half. Yea you
got 14 and a hal fleft to go. All right, ready set go, 1, 2 ,3 thrust! 1,2,3 thrust! All right
here we do! *grunts* Cmon man just like I did! Get loose with it! Cmon! Shake it!
Cmon! Making love to the weight! All day long, here we go! Cmon! Lets do some eurotraining! Were moving on. All right were gonna start this off nice and easy, Here we go,
1, 2, feel the burn, 3, now euro training! **starts furiously lifting** Aggh! Aagghh!
Aagghh! *End Video*
33:51 All right, so that had a bunch of the stereotypes we just talked about. What did you
get from that video? Anything else with it?
That you cant compare where youre at to where someone else is.
All right, so how did we feel about this personal trainer? A little more intense. Classic
Meathead. He even had the tank-top. *laughter* Does the Euro-training kinda remind you
of anything currently happening now, or in the past? Any ideas? P90X, Insanity. Like
kinda, work-out fads. Fads, yea.
Umm, I think it kinda like shows you that, cuz hes like trying to do the same weight as
him, hes kind of trying to perform the same way, like the trainer performed, so bump up
your weight.
34:51 So what about the image, like he wants to look like the personal trainer.
*nods,yeas* Do you think that a lot of people have that ideal image of what they want
to look like, or strive for?
Yea, I agree with that. Its kinda funny though how we did mention looking like the
person youre lifting with, because I lift with my buddy who is way farther than I am
and its, its not emasculating for guys, but like if youre with your buddy and hes lifting
like 20 more pounds than youre just sitting there like, all right you feel a little weird. But
you really got to look at where you start and where you finish. Yea. Where I started my
freshman year with him, I literally was 140 pounds, and I did nothing. And the way I
worked with him, I put on 40 pounds, and doubled my lifting weight, so you really just
gotta look at that so, because thats just unrealistic, and youre hurting yourself in the
aspect when you try to do more than you can. Just gradually go up, and youll get there. I
mean that guy (Video trainer) probably lifted for 20 or 30 years before he even got like
that.
36:00 Ok, so thats a good segway into uh, you said that you could possibly hurt yourself,
how do you think that striving for something that is unachievable and unobtainable, how
is that going to benefit anyone or how would it hurt them?
Thats where injuries come in, when you have unrealistic expectations.
What about self-perceptions? Does it hurt/help?
I would say if thats something you want to achieve in the long run, thats fine, but if you
want achieve it in like a short time period, youre probably going to get hurt, or
something is going to go wrong.
Uh, I feel like youd be setting yourself up for failure, is like, really bad motivation, like
if you set a goal thats not even kind of achievable like its just going to make you feel
bad about yourself and feel like youre not doing anything.
36:55 I was going to say something like that, like I think its important to set little goals,
so when you feel like youve like achieved something it makes you feel better so like go
harder, and then you try harder.
Did you want to say something? I was going to say the same thing. Ok did anyone else
have a hand up over here?
I was going to say that it wouldnt, uh, like, I dont know, like when you go to the gym,
youre doing it to improve your self-image, and if you try to overachieve or have
unrealistic expectations it would counteract that, and it would potentially lower your selfesteem and steer you away from the gym.
So paraphrasing, you think unrealistic expectations, un-motivate or prevent, or would
prevent you from participating?
37:42 Not like right away, but after a while when you arent seeing the results you think
you should be, youre going to lose all motivation. Youre going to give up, or youre
going to find other options that arent as healthy.
And like, uh, everybody has different body types, so thats just what it is. It is what it is. I
might not be able to look like her or her or whatever, just because our body type is
different. So you know what Im sayin, just, especially for guys, like you may be a little
bit bigger up here or maybe down here, but its just your body type. So a lot of it is
unrealistic.
38:20 And with unrealistic expectations, do you think thats gonna help lead into steroid
use, or other kinds of means to try and bulk up and get big, and get that image?
I agree with that, because I mean if youre not getting the results you want in a healthy
way than youre just going to turn to, I mean you might know its wrong, but youre still
gonna turn to other unhealthy ways just to get your results.
38:46 Does anyone else have anything they would like to say?
Next would be cosmetic surgery, haha, if you cant get your stomach flat than youre
gonna get it sucked out, you know. Youre going to, I meanhaha
Has anyone seen the show botched? Yea! Someones trying to get their forehead
different; Im like what are you doing?? Are you kidding me?
Its a growing problem, I think, personally. Does anyone else have any opinions on
steroid use or anything like that when it comes to weight lifting?
39:15 Next were going to look at a couple pictures, and I want you guys just to kinda talk
about, talk to the people next to you, and then well talk about it as a group but, what are
the images, or the words or the phrases that come to your mind when you see these
pictures. So chat amongst yourselves, and then well talk about it out loud. Or just kinda
take note of what first comes to your mind.
She did not just work out. What did you say? She did not just work out. *laughter*
Yea thats a good point. You guys can just shout it out if you want.
Her eyelashes are going to come off if she goes to the gym. And those eyebrows too.
40:00 So, were not, were thinking she did not just come from the gym. Nah, she just
got out of the shower, you can totally tell. **laughter** I feel like she probably wouldnt
have her hair down if she was working out. But thats why people go to the gym because
they want to look like that.
40:14 So, is this maybe a female expectation? Mhmm. Yes.
40:19 Anything, any other phrases or concepts come to mind?
40:24 Shes fit, shes not, like, how models are when theyre just skinny and have nothing
on them. Thats true. Shes actually fit.
40: 33 What about the emblem on her? Does that, when you see that do you think of her
or when you think of women wearing that emblem, do you think of this image? No. No.
No? No. Thats good.
**Group giggles**
40:50 What about just, like the whole sports bra and spandex thing, like do you think
thats, do you ever really see girls going to the gym that often like that? Not here, but
like in California and stuff like that they do.
41:02 Do you think thats like an expectation that girls have? They have to be able to
look like that when they wear their sports bra and shorts? Mhmm. Typically, if you look
like that in your sports bra, then youre not going to the gym. **Giggles** Thats true.
(Next image shows on screen of before and after picture of a man)
41:18 What do we think about this one? **Laughter** What phrases Steroids, steroids,
meathead. *Participant mumbles* Crazy. What did you say? Crazy? What the hell?
**Group laughter**
41:34 I dont know if thats a, I dont know if thats a before and after picture but on the
left he looks like, semi-normal but on the right hes just too much.
41:40 Yeah, I think its supposed to be. Im not exactly sure if the tattoos match up, if its
the same person or not but I think that its supposed to be. What else are we thinking?
He cant even put his arms down. **Giggles** Its just unnatural. Unnatural.
41:59 You can tell by the way hes standing, that like, you can read his ego by the way
hes standing like, (points to before picture) there he looks like a normal dude, now hes
like, hes basically asking you to come, like come mess with me. Mhmm.
42:11 So, do we think this is a good example of the cant scratch your own neck and tiny
head syndrome?
**Group giggles and nods in agreement**
42:20 Kevin Hart. Either hes going to jail or he just got out of jail. Right. **Laughter**
Exactly.
42:25 Do we have anything else on that one? The picture on the right is just too much.
Yeah, I think Yeah, he looks good the first time. Yep. He didnt like, need to do
anything else. Like, look at his muscles on that one (points to before picture), those are
still some big muscles. Mhmm.
42:36 So are we thinking maybe you know, once he gets started hes liking what he
sees and just kind of takes it too far, due to due to what forces at work, do we think?
42:47 I think theres a lot of, I think theres like kind of a mental illness that goes along
with it. So you like, you see yourself and think, like, like I dont know, you look at it and
I saw this picture the other day, it said like how girls see themselves in the mirror and
how guys see themselves in the mirror. Girls look at themselves and their like, and they
have a normal body and theyre skinny but they still see themselves as fat, and guys are
super scrawny but theyll like, flex and think they look super strong or something and
they want to like, keep doing that and girls want to like get skinnier even though theyre
already skinny and theres just a, like, a mindset that comes with it. They think I dont
look the way I do and, uhm, so thats why Im sure youre probably like, was working at
that point, felt good about it and just kept going until they got to that point and keeps
thinking, I look good. You dont realize, like, you dont look healthy. Mhmm.
43:32 I feel like its an addiction. Like, I feel like once you get started in the process and
you start seeing, uhm, your body changing and what not. You know, having more muscle
like him and he probably liked the attention he was getting from all the women.
*Nodding*
43:47 Are there any social forces, you think, that would be contributing to his swell?
Swoll? Swell. *Group laughter* I said swoll. *Continued laughter*
43:59 I think a lot of societal forces could contribute to that because I feel like thats just
what guys think they have to look like, or what they want to look like and, in reality, most
girls prob I mean I cant say for most girls but like, on the picture on the right, I dont
like that. I would rather have the picture on the left.
44:14 So, do you think this is a case of nature versus nurture, here? Where its a
biological factor or a societal factor, more so? I think its societal. Its a societal factor
because he was born closer, I mean, closer to that (points at before picture). Mhmm.
44:26 Do you think its potentially, he could have this kind of thing in his family:
addiction, and having to compare himself to other people? Yes.
44:33 Like, that could have influenced him as well? Yes. Cool.
44:38 Alright. Next picture. (Switch to picture of a female body builder)
*Group giggles*
44:41 What do we see? Scary. Disgusting. Scary. Too Masculine. Mhmm, too
masculine. Thats masculine.
44:51 Do you think this girl strength trains? **Giggles and nods**
44:56 Anything else with that? Why do you think she even got to that point? Society
buildings?
45:04 I just dont understand why they get like, spray tans and like, do their make-up all
fancy and get their nails done to show off like their ripped body.
45:11 Dudes do that to though. Mhmm. Yes they do. I just dont understand. They will
go get huh? I just dont understand why. Whats the point of being spray-tanned and
trying to show off your muscles? Finishing.
45:25 Are there any other comments on that one? It looks like a basketball in her arm.
Yeah is does.
*Group chuckles*
45:31 Do you think maybe, so obviously, to the females in this room, were actively
trying to avoid this, right? Yes. Okay.
45:43 Does this, does this image in your head prevent you, when you go to work out,
does it prevent you from lifting weights? No. No. No? Because I dont think I could
ever workout to that point. What about lifting weights on a continued regimen? No.
45:59 A common excuse for a lot of girls, scientifically proven, is that they feel theyre
going to bulky and theyre going to look like this. Is that just an unrealistic expectation,
you think? Its an excuse. Just an excuse?
46:09 I think that sometimes, I feel like the least, like, I dont know the word I want to
say but like, people who dont know as much about working out think that this would
happen over a week. Okay. I more knowledge, I feel like people who are more
knowledgeable know that this is like years and years and years.
46:23 So, lack of knowledge, kind of leads to fear, leads to prevention? Mhmm. Yeah.
46:29 Do you think this is one of those cases of obsession? I mean, she has to spend how
many hours in the gym, everyday, to end up looking like this. You think thats, thats
kind of an addiction. Awesome. Alrighty.
(Switches to picture of Arnold Swartzenager in his prime with shirt off)
46:43 Hell yeah. *Group giggles*
46:48 So we all know who this guy is, right? Mhmm. Swartzenagar. Swartzenooger.
46:56 So when we think of Arnold Swartzenager, what do we think of? Huge. Huge.
Too much. Too much. What did you say? Steroids. Steroids, yep. Okay, so another
unrealistic expectation for people they work for.
(Switches to limber woman in yoga stance)
47:17 What you think of this? Flexible. Healthy. Strong. Anything else? Natural. I
feel like I think of natural but at the same time its unnatural to think that everyone could
do that. Right. Because some people, no matter what they did, could never do that. So
its like, it looks natural but its not exactly natural for people who cant do it.
47:50 So, overall, we think that she looks healthy but its also kind of unrealistic at the
same time. I mean its flexibility. Everyone, it is natural somewhat because, thats just,
youre born with flexibility. You keep at it and you work with it, I mean you could get
like that but as you get older and you dont work at your flexibility, you wont be able to
do that, so I get what Brittany is saying that its natural but at the same time it is natural
to do because its flexibility. Yeah.
48:17 What do you think you could do to increase your flexibility? Yoga. Do you think
everyone could potentially try yoga? I think everyone should. Mhmm, yeah. I have two
left feet sometimes and I have done yoga for a couple of years and now I can do things
that I never thought I would be able to.
48:39 I took yoga for like, exercise science for one semester and I saw results after that.
It really does help. You dont really notice it until you try so I think its a good idea that
everyone tries at least once.
48:53 Do you guys think of yoga as strength training, immediately or does it fall into a
different category? I didnt think of it as it until I did it. I, I used to do yoga with my
mom, like we used to take a class together, it was like bonding, and it was like a totally
different type of yoga because it was like a lot more adults and then I did yoga here and
there was a lot more, like strength involved in it. Mhmm. So I think it also depends on
what, like, theres a lot of different types of yoga for what youre going for like,
flexibility, strength, or meditation.
49:26 Okay, I think for time sake were going to keep going because weve got a few
more pictures.
(Switches to picture of a fitness model lifting legs on ground in sports from and yoga
pants)
49:29 What do we think of this? Im seeing a lot of scrunched faces, like get real. Yeah.
I mean I feel like she looks good but I feel like she really doesnt, really, maybe not work
out. It looks like she does but not right now. Do you think it looks like shes working out
right now? No. No. She is just posing. Yeah. And why dont you think shes working
out right now? Her face. Make-up.
49:58 One again, we see the sports bra and the tight little tummy, but do we really see
this? Do we see this girl when we go to the gym? Do we see full make-up and hair, and
sports bra? No. Yeah. Sometimes, yeah. Yeah. Yes. Full make-up, running down their
face, I dont get it.
*Giggles*
50:17 So, but when you do see that, does it kind of make you think that theyre not really,
you know. Its like for show, like they just want to look pretty when they work out, or
maybe they just came in from work so they dont want to take their make-up off. The
attention seeker, the girl version. Yeah, go ahead.
50:35 Uhm, I feel like some girls can wear make-up and go to the gym and its like, not
over the top but then theres some that purposely try to look good for the gym. Mhmm.
So, you can wear make-up and not look like, fake. Right.
50:50 I feel like theres a difference between showing up to the gym, like you maybe just
got done with class. Like some people had something important so theres that and then
like mid-Wednesday you have like Saturday night make-up on for the gym. Theres a big
difference. *Giggles*
51:02 I feel like some, like not her, but like some people that do wear make-up to the
gym are self-conscious about the way they look. Theyre just trying to make themselves
feel better while they do work out.
50:15 I was just about to ask, do you think that girls feel pressured to look like this when
they go? You get different responses between different girls. Like I dont. I mean I
wont wear make-up to the gym because it will just make me break out, so I feel like I
would do the opposite but I think it just depends on the girl.
51:34 Do you think its pretty easy to distinguish those who are there for attention
wearing make-up versus someone who just came from work or class? *Nods*
(Switch to thinner, less bulky, female body builder)
51:46 What do we think about her? Another version of body builder, but not quite as
intense as the first woman you saw.
51:56 I feel like she definitely looks a lot more healthy, like you could see her on the
street and not know that shes a body builder. Okay. Like, with the other woman, she was
just crazy and scary. Right, mhmm, okay. Her arms are more like normal size. The other
ladys arms were huge.
52:12 So do you feel like this is less threatening, more attainable, feel more comfortable
with this image? Alright.
(Switch to image of cast of Jersey Shore walking in cut-offs.)
*Group giggles*
52:26 You knew they were coming. What do think of them? They look so scrawny
compared to all the dudes that we just saw. I know. I think what were trying to talk
about here is a word that starts with a c, rhymes with vulture. Culture. *Laughter*
Good job.
52:50 So my question is, do you think that culture affects, you know. Ball State culture
compared to Guido culture. Does culture affect you and your perceptions on working out
and how often you go? We can just have a raise of hands if thats a yes. *Majority raises
hand*
53:14 Is that it? Well weve pretty much covered her so, yeah, were good.
53:20 Okay, so uhm, thank you guys so much for coming. Were going to hand out a
survey if you guys wouldnt mind filling that out and then you guys are free to go. We
have attendance slips if you need those for your professors, or to prove that you guys
were here. We will sign them so we will hand those out up here. And then take some
extra pizza if you want it. Does everyone have utensils or do we need to get some? I
might only have a highlighter, is that okay? She has a whole pack of pens. Okay, cool, a
whole pack of pens, there you go.
By conducting a focus group to gather information on our topic, we found that a
many of our participants had opinions that matched the assumptions we were making for
our target audience. Based on the survey we gave out to the participants (see sample
survey in folder), we found that a majority of the women participating did not strength
train regularly due to fear of becoming bulky. The survey also showed that of those men
and women who strength train in the Recreation Center, many of them felt intimidated by
the people in the weight room and oftentimes felt uncomfortable working out. We also
had participants who were completely comfortable with strength training and understood
the importance of strength training on the body. Therefore, we were able to identify our
target population being in different stages in regards to behavior change and chose to
center our program around the Transtheoretical Model of behavior change to better reach
a variety of our target audience.
The Transtheoretical Model is a five-stage process that a person goes through
when changing a behavior. We created messages that would be appealing to each
individual at the different stages in order to attract the optimal number of people. The
first of the five stages is the precontemplation stage where the individual has no intention
to change their behavior and is unaware that the behavior can benefit them. The second
stage is the contemplation stage where the individual is aware of the behavior they can
change and has it on their mind but has not made any changes at this point. The next
stage is the preparation stage, which is where the individual begins researching the
change to see the benefits. This is where the individual determines if the behavior change
is worth it. The fourth stage is the action stage where the individual begins the new
behavior but is not consistently doing it. This is the stage where relapses occur. The fifth
and final stage is the maintenance stage, which is where the individual has been
consistently doing the new behavior for at least six months. At this point they have a
routine and have created a habit in which they are committed. Identifying which stage
each individual is in, will allow us to see what message they will respond to.
In focus group one we showed a variety of humorous video clips and images that
the media has created about strength training and going to the gym. Many of the videos
contained the stereotypes that our program is competing with. For example, weight lifting
is only for meatheads, women cannot strength train or they will get bulky, and everyone
can do the same type of workout. Our participants all had the same consensus that the
videos were created to make fun of those stereotypes, however they did have similar
views on the stereotypes. The meathead concept is a very well known and
distinguished image that people associate strength training with. One participant stated
after watching a video with a personal trainer that was the meathead in the scene, you
cannot compare where youre at to where another person is at. Another participant
commented, Classic meathead. He (the trainer) even had the tank top. The meathead
stereotype is not only a common stereotype but also an intimidation factor that prevents
people from strength training. As a result of this concept, we created a message to target
the students who are in the first three stages of the Transtheoretical Model of behavior
change that defies the stereotypes.
Oftentimes people do not know that there is not a general workout that fits
everyones needs. It is important to note that since everyone is in different stages in
regards to strength and workouts, a person cannot always use someone elses routine.
After watching a clip that shows the character stealing someone elses workout, a
participant made a statement that reiterated that people require different workouts. They
said, I think that it (the video clip) did portray it (personal trainers workouts) as kind of
tailored to your own body. This being said, we created a message that displays simple
and quick ways to strength train wherever you are. We also are providing different
workout plans through our website that people can use to create their own personal plans
based on their needs.
The focus groups results created the basis of our program. We found that students
utilize technology, specifically social media, and are more inclined to look up to a student
that has had success with strength training rather than a celebrity. Therefore, we chose to
use student success stories, created social media sites and are promoting the program
through means that the participants selected in the survey.
G. Messages
The messages in our program are focused on breaking down stereotypical beliefs
about strength training and encouraging students to believe that they can make a healthy
change. Often, students believe that strength training is for a certain type of person, and
that they cannot achieve similar results if they begin a strength training regimen. Our goal
is to emphasize that anyone can begin a strength training regimen and be successful at
building their physical and mental health, and that strength training is not just for a
certain type of person. If students believe in themselves and ignore typical stereotypes,
they can achieve a more toned figure through strength training.
To attract our target audience to our program, we will have flash mobs at popular
places on campus, which will draw notice to our kickoff event. The flash mobs will put a
fun spin on strength training stereotypes. The first flash mob will be at the Scramble
Light, and will be ninja themed to promote our American Ninja Warrior themed kickoff
event. This will take place about a week before our kickoff event. At the second flash
mob that will take place at the Atrium in the second semester, the participants will be
doing various strength training exercises, like push-ups and crunches, instead of dancing
like a typical flash mob. Promotional kickoff event flyers will be distributed at these
times. We will have the kickoff event at the end of October, where we will be using
Facebook, Twitter, Instagram, a blog, website, and various paper materials to promote the
event. Since our kickoff event will be American Ninja Warrior themed, we will have an
obstacle course similar to the shows to emphasize that anyone can get involved with
strength training, and to also test the audience members individual strengths. Various
booths will distribute paper materials promoting strength training at this time.
Message A
The first message to the target audience is if I can do it, you can do it. When
students see the success stories shown on our social media sites and promotional
materials, they should believe that they could do the same. We chose this because
students often dont feel like they can achieve the results they want, or feel that it will
take a long time to see results. Students in both focus groups agreed that it is motivating
to see pictures of someone who has come a long way from working out. Showing pictures
and stories of other students who have been successful with strength training shows that
college students just like them can improve their health and looks by beginning a strength
training routine.
Throughout the academic year, success stories and proof of health benefits will be
shown on our social media sites, blog, and through promotional materials. On our
Facebook page and blog, success stories will be shared in an interactive way where
students can ask questions, give tips, or share their strength training journey as well.
Quick tips, motivational quotes, and health benefits will be shared through our Twitter
account to keep students going. On our Instagram account, students can share their
success stories in picture form. Also throughout the year, promotional materials will be
distributed to various places on campus. Promotional materials will include a tri-fold
brochure with pictures that explains the benefits of strength training to the body, as well
as a poster with a success story. We will distribute 100 copies of the tri-fold brochure at
our kickoff event, at the Scramble Light, at the health center, and at food courts. There
will be a similar brochure, but with statistics and facts instead of pictures. There will be
50 copies of these distributed in the health center, the Atrium, or anywhere where
students wait in line. The success story poster will be in color, and 20 copies will be
distributed in classrooms, residence halls, elevators, stairways, the health center, and
anywhere a student might be waiting in line. Another format for promoting the healthy
benefits of strength training is 5 color infographics with scientific evidence and statistics
that will be distributed in the Recreation Center, the Cooper Science building, Ball Gym,
the Atrium, and the Student Center. There will be 100 copies of a fact sheet with the same
statistics as the infographic distributed at all of our events. The last promotional materials
that we will utilize are flyers with tips on strength training, and physical benefits of
strength training. There will be 20 copies of these in common areas. This will help us
achieve our objective of students believing that strength training will benefit their
physical health.
Message B
Our second message to Ball State University students is that strength training
isnt just for meatheads. Many students think that the weight room is dominated by big,
bulky guys, and that is atypical for a girl to work out there. This was addressed in focus
group 1, where one student described what it was like for her to be in the weight room.
She stated that there are usually a handful of women down there working out, while
another girl stated that she feels out of place there. It was brought up in focus group 1
that many members of the target audience think that the weight room is dominated by
meatheads. After focus group 1 members were shown a Kevin Hart clip about someone
at the gym who wanted to attract as much attention as possible to himself before he lifted
weights, one student had the simple comment of classic meatheads.
Through social media, we will convince Ball State University men and women
that strength training is for everyone, and achieve our objective of increasing the amount
of students who use the weight room by 5%. On our Facebook page, we will discuss
workouts and strength training tips of what each body type should do to see results from
strength training. This will be ongoing throughout the academic year. Since Facebook is
so interactive, it is easy to get perspectives from students on stereotypes and other
opinions. Since tips will be given for all different body types, it will be easy to see if and
how stereotypes will be changed. On our Instagram account, students will be able to see
pictures of different types of individuals who strength train, not just one specific type.
Our website we will include tutorials on how to use equipment, where students will see
how easy it is for anyone to strength train, and that they do not have to fit into that
meathead stereotype. If students do not feel like they have to be a certain person to be
active in the weight room and feel more comfortable, they will be more likely to go there.
Message C
The last message that we will bring attention to is our strong is campaign. This
is an activity for students where they define what strong is for them. For example, to
some, strong is smart, meaning it is smart because strength training improves your focus.
For others, strong is sexy, meaning that if you strength train, you will be more confident.
This activity gives students the ability to see strength training in many different respects.
Strong is will be included on all social media and paper materials. For example,
we will still be using Facebook, Instagram, and Twitter for interactive purposes, but in
this case, we will periodically ask students what they believe the word strong means to
them. Responses can range from physical and mental benefits of strength training, to how
they feel when they exercise. Paper materials will include a flyer with examples of what
strong could mean to an individual. This message will help us meet our objective of
students reporting the physical benefits of strength training to their body. It is important
to note that individuals have different stages of strength and the concept of strong will
differ from one individual to the next, allowing creativity within our target audience.
H. Materials
Social Media
The survey conducted in the focus group resulted in the materials we chose to
promote our program. Social media, technology and visual aids were commonly selected.
For our program we are creating three social media accounts: Facebook, Twitter and
Instagram. These social medias were selected the most in the survey indicating that they
are the preferred selection for our target audience. On these accounts we will display
different tips for strength training, healthy eating, promote events and giveaways for the
program, and display success stories. You can see sample posts in the attached documents
in the folder. For our Instagram account, we would create a very similar account to the
one in the sample. We would display success stories and different motivational posts. We
would also have instructions on how to join our program, the benefits of strength training
and other informational bits that can help aid in students participating in the program.
For social media outlets, we have a variety of formats to choose from. The great
part about using Facebook is its interactive feature. With everything we post, students
have the option to comment and share their thoughts and opinions. The first way we can
utilize Facebook is through promotional formats. We can post information regarding any
upcoming event we would like students to attend. We can do this through our event
pages. Any event page is like an online invitation, to which they can RSVP. Students can
view the event, view what will be happening, when and where it will be held, and why it
would benefit them to come. Beyond promotional activities, Facebook serves as a great
platform to distribute information. Informational material includes but is not limited to:
instructional videos, time management advice, "How To's," such as how to start and
maintain a work-out routine, explaining different body type needs, nutritional information
to maintain energy, and so on. The list of all the informational material we can post is
endless, therefore an exhausive list cannot be given. Facebook also serves as a format to
gain insight on students' perceptions, held stereotypes, thoughts, and opinions on topics
surrounding strength training. For example, we can easily post a picture and ask
questions like, "What do you think of this? Would you do this? Does this motivate you?
What is your first impression?" and so on. Students can comment with their response.
This is a valuble aspect of Facebook, because it helps us narrow down our messages and
methods to what is most effective among our target audience.
All of the formats available through Facebook are also available through Twitter.
Twitter offers us the same advantages as Facebook, however the length of each post is
limited. Each tweet can only be 140 characters long. Because of this, we will use Twitter
for more quick tips and facts. As well, we can tweet links to helpful websites or articles
regarding our target behavior. We will use Facebook more for starting a discussion, and
Twitter more for fast and helpful information. We can still post pictures and videos
through Twitter. Every instructional video we post to our Facebook will also be posted
through our Twitter.
Through this form of social media we are able to post pictures that attract our
target audience. We would post success stories with links to our blog for people to read
and we will post event promotional materials. We will also utilize this source's feature of
hashtagging to get our target audience actively involved. When they post something using
the hashtag they can be entered into a drawing to win free prizes. We want to use this
source as an outlet for the students to show off their success throughout the program.
You can find sample posts from Facebook and Twitter as well as a sample fitness
account on Instagram in the folder.
Paper Distribution
Another form of materials we chose was paper distribution such as flyers,
brochures and infographics. According to the conversations in the focus group, we found
that visual aids are influential to our target population. Bright colors and images are
appealing to the eye of our audience and the students stated that they would be more
inclined to pay attention if the papers were attractive. In the folder are attached flyers,
brochures and a sample infographic that will represent our program. The flyers have all
four of our messages on it with images that represent the message. Having four different
flyers will ensure that multiple people will see the promotion in one way or another. The
brochure will state information on strength training and our program. This will be a basic
brochure that will be handed out on campus and left in common places that students
would see them. Displaying our messages on paper as well as on social media will
provide a variety of channels that our students will have access to. The messages on the
flyers work well with the information being discussed on the blog.
We will create an 11 in. x 17 in. poster that has different college students who can
relate to our target population by telling a personal success story. The poster will have a
brief summary of the student's story with before and after pictures. The purpose of this
poster is to provide an inspirational success story to help aid students in making the
behavior change to start strength training utilizing the idea of "If i can do it, you can do
it" attitude.The poster will be in color and we would print 35 copies of it to display in
areas that students will see. Classrooms, residence halls, elevators, stairways, the health
center and anywhere that a student may be waiting in a line.
Another format we will use is to create a large infographic with dimensions of
600 px wide and 2,000 px tall with large font. In this infographic we will have the
benefits of strength training on the body. Utilizing statistics and scientific information
will help aid our target population to adapt to this behavior. This poster will have a table
that displays the statistics on it and be in color. We will have 5 of these posters made and
displayed throughout campus in the Recreation Center, Cooper Science building, Ball
Gym, the Atrium and the Student Center.
For the flyers we will create 8.5 in. x 11 in. standard size promotionals with both
large and medium size fonts to advertise our program. We will have multiple flyers with
our campaign, tips for strength training and the benefits that the student would get by
adopting this behavior, each on a different flyer. The first couple flyers would have fun,
quirky ways to resistance train. One would have a student brushing their teeth while
doing heel raises and the text would say something along the lines of, "Did you know you
can build muscle while brushing your teeth? Do 30 seconds of heel raises twice a day!"
Another one would have a student on campus doing bicep curls with their textbook and
say something similar, "You can build muscle by lifting your textbook!" Both of these fun
flyers would need 50 copies each so that they are can be seen in the common areas we
display them. Another poster we will make would be to promote our kickoff event, which
is an obstacle course themed off of the TV show, American Ninja Warrior. This is a
simple promotional flyer that would have the date/time/location/registration information
of the event with an image of an obstacle course and a ninja. The promotional flyer would
need 200 copies to distribute throughout campus so that our event is well known. All of
these flyers will be in color to grab the audience's attention. We would distribute flyers
throughout campus where students will be able to see our program. We will utilize places
such as the Atrium wall of flyers, the Scramble Light to hand out flyers, Residence Halls,
stairwells, classrooms, elevators and also have them in the Recreation Center.
For another flyer we will have a smaller, 4 in. x 6 in. black and white handout that
promotes our program's kickoff event. This will have a ninja as the image with the
information of the kickoff event. The date/time/location/registration information will all
be displayed. We will also put our social media sites on it so they can follow them.
We will create a tri-fold brochure from 8.5 in. x 11 in. paper that explains the
benefits of strength training to the body. We will use pictures with descriptions within this
format, in color. This will appeal to a more visual audience. We will use statistics and
benefits to the body through numbers and information as opposed to using pictures. This
will appeal to students who want to see scientific information in regards to benefits of
strength training. We will have 300 of these brochures made and leave them in places that
students could pick up while waiting or eating such as the Health Center or the Atrium.
We will also distribute the brochures at our kick-off event, at the Scramble Light, in the
health center, and on tables in food places.
We will create an 8 in. x 10 in. version of the infographic mentioned above. This
infographic will have the same statistics and will allow students to take the flyer with
them as opposed to reading a large poster hanging up on a wall. These fact sheets will be
printed in color and we will make 150 copies of them. We will distribute the fact sheets at
all of our events.
Another option we could do for a fact sheet is a small 5 in. x 7 in. handout with
the "Top 5 Reasons to Strength Train". We will use statistics to create our top five
reasons, instilling benefits to the body and other positive details that may help students
adapt the behavior. These will be printed in black and white with 100 copies.
You can see a sample brochure, infographic, and flyers in the folder.
Website and Blog

Finally, we are creating a website and a blog. In the folder you will find an
example of a website that we will create our similar to. Providing workouts, nutritional
facts, benefits of strength training and contact information students will find all the
information they need in regards to our program. Within the website we will have a blog
where the students can communicate their personal successes and details on what has
worked and what has not. The blog will work well with one of the flyers that promotes
that strength training is for anyone. The successes of one student can persuade another to
change their behavior. Being able to communicate with other students who are
participating in the program will encourage continued success and motivation.
Our website is going to include all the information we create and distribute
throughout our campaign. To begin our website, our homepage will have an, "About Us,"
section, as well as all of our contact information included at the bottom of the page. The
informational aspect of our website will be divided into 4 parts (i.e tabs). The first part
will contain instructional videos and information, further divided by weight machine use
and resistance training. We will cover how to effectively use each machine available in
the weight room. We will also offer a variety of resistance training moves (using ones
own body weight) targeting each major muscle group, that students can perform in the
comfort of their own living space. The second informational part will contain advice for
building time-management skills and sticking to a routine. We can offer useful phone
apps that help students stay on track, monitor their progress and see their results. Within
this part we can also offer student success stories. Students can post and share what has
worked and hasnt worked for them. The third part of the informational portion of our
website will be devoted to helping students build and maintain a healthy and active
lifestyle. Nutrition is a large part of this, because what we eat either gives us energy or
depletes our energy. Therefore, nutritional information will be included in this portion.
We can offer tips on how to eat healthy on a budget, easy recipes, foods for pre and post
workout, as well as an eat this, not that, portion. The fourth part of the informational
portion will be devoted to maintaining an active and healthy lifestyle throughout the year.
Sticking to a routine during breaks and holidays is always tricky. As well, it is difficult to
maintain a routine when under a massive amount of stress, when your surroundings
change, or even just when the weekend comes. There are many strategies students can
implement to help them stay on track through situations like these. Examples of what
would be included in this part include a, How to Recover from the Weekend, article,
and a, Have Healthy Holidays, section. You can see a sample website that we would
create our programs website to look like in the folder.
Our interactive blog portion enables communication and connectivity among our
target audience. Much like Facebook, students can comment and share their thoughts,
opinions and personal advice. However, unlike Facebook, where we will be
administrating what appears on our page, our blog is open to any student wanting to post
and share with other students. Another difference between our blog and Facebook is that
students have the option to remain anonymous when commenting and posting. We
believe the blog is more personal and private than Facebook because anyone on
Facebook can join our Facebook page, however only those with a Ball State email
address will have access to our blog. Material to be posted on the blog will vary, from
success stories, to helpful advice, to inspirational stories and so on.
I. Partnerships
On-campus Ball State University organizations that share common interests and
goals with our program will serve as great organizations to join forces with. In doing so,
our program will reach larger and more diverse audiences throughout the campus. Also,
by joining forces with existing organizations, we would have the opportunity to analyze
previous success of those organizations and use this knowledge while planning and
implementing our program. This would help further the success of our program and
create a greater impact for our target audience.
One organization that we will be partnering with will be the Ball State University
Athletic Training Club. It will be beneficial for our program to join forces with Ball State
University's Athletic Training Club because both their program and our program share
similar interests and goals. This club brings together those who are interested in the
advancement of athletic training while also promoting health and safety within athletic
sports. Together we can evaluate success and provide support in order to advance and
succeed in both programs future endeavors.
Another organization that we will be partnering with is the Ball State University
Triathlon Club. This partnership will prove beneficial for our program because this club
is dedicated to individuals who have an interest in multisport activities. Our program
promotes the message that strength training is done in many ways by various activities.
By joining forces with the Ball State University Triathlon Club, we will be gaining
positive recognition from students by promoting the strength training benefits received by
the participation of each individual activity. This will help support our statement that
there are, even within just Ball State University, a wide variety of ways to strength train
depending on each individuals interests. By partnering with an organization that
includes different sports, we can better promote strength training through individual's
specific preferences.
Lastly, our program will reach out to partner with the Intermural Sports
Organization. It will be beneficial for both programs to join forces because with over 40
intramural sports offered, our program will help to promote to students getting involved
in an on campus organization that requires physical activity. By partnering with Ball
State Universitys Intermural Sports Organization we will continue to promote strength
training through individual's specific interests.
Along with formal partnerships, we will also link up with organizations in an
informal manner in order to expand our reach to the student population and better the
overall success of our program. One organization that we will be interacting with
throughout the duration of our program is Ball State Universitys Student Recreation and
Wellness Center. The Student Recreation and Wellness Center has a program dedicated
to personal training and strength training. This program has collaborated with Studio 22
in Muncie, IN to ensure quality personal trainers to provide to students interested in the
sessions (Ball State University, 2014). We are forming formal partnerships with
organizations ran through Ball State Universitys Student Recreation and Wellness
Center. Therefore, it will be beneficial to our program to have an informal partnership
with the organization as a whole.
Another organization that we will be interacting with throughout the duration of
our program will be the YMCA of Muncie, IN. Many gyms have started strength training
classes for beginners to help train people on how to properly use the equipment. The
classes range from beginner levels to advanced levels. This approach gives people the
opportunity to train with others in their same comfort and skill level. The YMCA has
implemented personal trainers and coaches to approach the problem of people not doing
strength training when exercising. By providing a personal trainer or coach, people are
able to understand how to properly strength train, why strength training is important and
better prevents injury to the body. Having a strength training coach, the person has
someone who is training with them and encouraging them, which helps eliminate the fear
of doing on their own (YMCA Muncie, 2014). Because our program is solely targeting
the students of Ball State University, we do not find it necessary to arrange a formal
partnership with an organization that is off campus. However, we believe that an
informal partnership will help tie in community resources off Ball State Universitys
campus for students, possibly commuters, who choose to exercise within the community
rather than the Ball State University campus.
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HSC 394 Social Marketing Plan

C. Introduction and Background

E. Goals and Objectives

F. Pretesting Concepts and Messages

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