Way to Go! 2014
Final Results
June 26, 2014
Way to Go! Participation
6,000
5,000
School Participants
Individual Participants
4,000
3,000
2,000
1,000
0
2006
2007
2008
2010
2011
2012
2013
2014
Key Observations and
Recommendations
•
Strategize and coordinate with complementary programs and events to
avoid market confusion and fatigue.
•
Directly engage participants to promote Challenge to friends and
coworkers. Include incentive structure for recommendations.
•
Introduce tracking functionality to website improving participant
experience.
•
Nurture businesses, especially in the macro and large category,
throughout the year, not just in months leading up to Challenge Week.
•
Increase marketing budget substantially
• Need stronger presence in both traditional and digital/social media to reach new
participant markets
• Rural communities benefit most from print and local radio