Minutes from the September
29, 2003 PCPFS Council meeting.
MORNING SESSION
Call to Order, Welcome, and Roll
Call
Commander Penelope Royall welcomed
the members of the President's Council on Physical Fitness
and Sports (PCPFS) and thanked them, and the guests
and visitors, for attending. Mr. Lynn Swann added that
an exciting day had been planned, including reports
about programs that could be models for future PCPFS
efforts. Ms. Dona Shamburg called the roll; fourteen
Council members were present and five absent.
Introductions
Jane Wargo
Commander Royall introduced Jane Wargo, the new program
analyst on the PCPFS staff. Ms. Wargo began work as
an analyst in July 2003, after employment with the National
Coalition to Promote Physical Activity and the National
Recreation and Parks Association. A former PCPFS intern,
Ms. Wargo has a Master of Science degree in Wellness
Management from Ball State University.
Melissa Johnson
Commander Royall introduced the new PCPFS Executive
Director, Melissa Johnson. Ms. Johnson formerly served
as Executive Director of the California Governor's Council
on Fitness and Sports. Prior to this, she was Director
of Operations for National Fitness Leaders Association.
Ms. Johnson has a Master of Science degree in Health/Fitness
Management from American University and has been active
in the field for 20 years. Commander Royall lauded Ms.
Johnson's sterling background and vast network of colleagues
and friends in the field. These are among the qualifications
that make her the ideal director to lead the reinvigorated
Council forward in accomplishing the President's mission.
Introductory Comments by Melissa
Johnson
Ms. Johnson thanked Commander Royall, the Council, and
the staff for their hard work. As a result of their
efforts, the Council is now optimally positioned to
advance President George W. Bush's HealthierUS initiative
and to promote the Steps to a HealthierUS laid out by
Tommy G. Thompson, Secretary of the Department of Health
and Human Services (DHHS). The Council is eager to learn
about fitness programs being developed to reach people
in new and creative ways. This meeting will open the
door for new and renewed collaboration among friends
in the field to reach the President's Challenge goal
of engaging 20 million Americans in regular physical
activity during the next two years.
PCPFS Committee Updates
Mr. Swann also welcomed Ms. Johnson. After the Council
members introduced themselves, he called for the Committee
reports.
Communications Committee
Janice Meer spoke for Paul Carrozza, who sent his best
wishes to the Council and his regrets for being unable
to attend the meeting.
Ms. Meer explained that the speaker
and media kits available at the meeting superceded the
earlier versions, and she disseminated a handout about
Council members' accomplishments in the communications
arena. She added that Council staff will tailor the
materials as needed to support members' presentations.
Ms. Meer asked Council members to
identify and inform her about speaking opportunities
and local media and organizations interested in fitness
and sports. She will conduct the initial work setting
up meetings, speeches, and other presentations for the
members. As part of their efforts, members were encouraged
to make contact with their local YMCAs, which are being
targeted nationwide.
Mr. Swann has been setting the pace
for Council member participation, Ms. Meer added. He
has been speaking with members of the PCPFS target populations
at every place he visits, and he has made promoting
the Challenge part of "business as usual."
Ms. Meer also reported on other communication
efforts:
- With guidance from Dr. Jaime Davidson, PCPFS staff
has developed simple and straight-forward fitness
"prescription" cards that can be tailored
for use by any organization or medical practice recommended
by Council members. The model card is making its way
through the DHHS publications process in record time.
- The Council e-newsletter has been upgraded. Ms.
Meer asked Council members to send her information
about their efforts promoting the President's fitness
message so that these might be included in the newsletter.
Additionally, Ms. Meer encouraged
members to continue to develop story ideas and other
concepts for media tools that promote the Challenge.
She cited several recent accomplishments: (1) Ms. Austin
produced a video public service announcement (PSA) and
aired on her television show and (2) articles have been
placed in Parade, U.S.A. Today-- Weekend, and specialty
publications.
The PCPFS communication tools and
platform are in place and in use. For example, Council
members spoke at 40 events last year, not counting Mr.
Swann's engagements. Ms. Meer urged members to continue
and expand their efforts. She and other Council staffers
are eager to support State, local, and national efforts.
Staff can assist with:
- Making arrangements for speaking engagements
- Tailoring media kits
- Generating story ideas and writing and editing stories
- Other activities as requested
Ms. Meer will be contacting the Council
members to learn how the communications staff might
best help them.
Comments from Meeting Participants
Mr. Swann thanked Ms. Meer and Joey King for their work
developing and rapidly tailoring media kits to meet
speaker requests. He also encouraged the Council to
listen to suggestions from audiences at their speaking
engagements and share them with PCPFS staff; audience
members may provide valuable ideas that can be incorporated
in the media kits. He cited the modifications made in
the obesity presentation as an example. A program participant
explained that overweight people who exercise may be
in better shape than thin people who do not exercise.
This information has been added to the Council presentation.
Ms. Meer noted that Council members
can duplicate and disseminate all materials except the
slides with the President's Council seal. The information
from the Council slides is available without the seal.
Program Committee
John Burke made a PowerPoint presentation to update
the Council about the Program Committee's activities.
The President's Challenge program
(www.presidentschallenge.org)
was launched by President Bush in July, and more people
are signing up every day. The newly available program
is an effective, easily used tool for building public
commitment to the President's Challenge. The program
can be: (1) customized for different groups and businesses
and (2) tailored to focus initially on specific sports.
Trek Bicycle Corporation, which has
about 2,500 outlets, and the League of American Bicyclists
are developing activities and Web pages to involve cyclists
in meeting the President's Challenge. In addition to
working with Lance Armstrong to promote the program,
Trek will:
- Encourage dealers nationwide to sponsor school bicycling
programs
- Provide point-of-purchase materials
- Conduct a mini-media push
The Trek Website will link to the
Challenge site, and Web pages will be tailored so cyclists
can record their progress in miles and track their accomplishments
both over time and in comparison with other bicyclers.
The pages also will include "family fun" activities
and tips on riding safely, such as how to create a safe
route to school. Other organizations are welcome to
use Trek's model, focusing on a specific form of fitness
and connecting it to the President's Challenge.
Comments from Meeting Participants
Key points included the following:
- The Council should use its existing connections
to encourage companies and groups to become involved
in the Challenge. The first organizations approached
should be those representing the country's most popular
sports. The Council must both: (1) partner with groups
having greater expertise and marketing capacity and
(2) maintain its focus on the President's Challenge
as its primary message.
- Council staff will work with organizations interested
in enhancing school and corporate fitness activities,
such as developing student or employee competitions.
- Existing fitness Websites can be linked to the President's
Challenge site.
- Organizations can encourage their clients/members
to enroll as groups.
Resources Committee
Charlie Moore provided a three-part update, focusing
on the PCPFS Foundation, corporate resources, and other
partnerships.
- The Foundation to Support Activities of the President's
Council on Physical Fitness and Sports. The Foundation
has been cleared by the DHHS Assistant Secretary for
Legislation. Having passed this major hurdle, the
Foundation will continue moving on the path toward
Congressional approval, which may take one or two
years.
- Corporate Resources. The new Challenge Website is
being expanded to support employee fitness programs
at large corporations and non-profit organizations
and in academia and the military. The expansion is
now being Beta tested as part of the DHHS Secretary's
Steps to a HealthierUS. Corporate offers to sponsor
parts of the Website also are being pursued.
The Committee to Encourage Corporate Philanthropy's
upcoming newsletter will look at sports and philanthropy;
articles by U.N. Secretary General Kofi Anan and about
PCPFS will be featured. The newsletter is sent to
officers of the 1,300 largest corporations in the
United States, and should boost the Council's visibility.
- Other Partnerships. The Committee has begun exploring
a partnership with the Washington Business Group on
Health, which has 200 corporate members interested
in health issues, especially financial costs and obesity.
The Committee also will be exploring opportunities
with the YMCA's newly formed commission to study children
at risk. In addition, the group will continue reaching
out to other groups identified in the U.S. Olympic
Committee's directory of fitness partners.
Comments from Meeting Participants
Mr. Swann thanked Mr. Moore for his report and encouraged
the Committee to continue its important work.
Presentations by Guest Speakers
League of American Bicyclists (LAB)
Presenters: Melé Williams, Government Relations
Director; Patrick McCormick, Communications Director;
Mike Macklin, Director of Membership and Administration
Ms. Williams began the LAB presentation
by noting how excited the League was to be a test model
for a sport-specific portion of the President's Challenge.
The nation's oldest and largest bicycling organization,
LAB will promote the Challenge among its individual
and group members and link its Website to the Challenge
site. LAB is currently working with the Trek Bicycle
Corporation and the Council staff to develop the cycling
Web pages, which will be unveiled at the national cycling
rally in October.
Hershey Foods
Presenter: Ray Brace
Ray Brace, VP of Operations Technology
at Hershey, along with John Long, gave a slide and video
presentation about Hershey's community-oriented activities.
The presentation featured a youth program and a track
and field program utilizing the President's Challenge,
and a marketing video.
Hershey sponsors a school for disadvantaged
and orphaned children. The school owns approximately
30 percent of the Hershey's stock. The program has existed
for 26 years.
The track and field program was started
in 1975 in West Virginia. It expanded into a national
program in 1978 and now encourages physical fitness
and active lifestyles for children across the country
and in Canada. The program introduces children to an
active lifestyle. There are eight regions of North America
and Canada that are set up for meets where running,
throwing softball, and a standing and running long jump
events are conducted on playgrounds. This is a grassroots
program that provides 400,000 kids with an entry into
a physical fitness program. The children reached are
from 9 to 14 years old. They have the final meets in
Hershey, PA for 480 finalists, who spend four days in
Hershey, PA.
Mr. Rayford Johnson is the North American
spokesperson. Partners include the Royall Canadian Mounted
Police, and the American Council on Physical Fitness
and Sports. The program is operated by volunteers and
funded by Hershey. It has been established in 3,000
communities. Hershey would like to reach more children.
The program now involves summer activities, but Hershey
would like to work with schools. Hershey expressed a
wish to partner with the President's Council to reach
out to children at the local level.
A marketing video was shown illustrating
how the Hershey brand generates positive attitudes about
Valentine's day and chocolate. The company's philanthropy
was stressed in the video.
Questions and Answers
Asked about the desire to reach out
to kids who are not exercising, Mr. Bruce stated that
the majority of the 400,000 who participate in Hershey's
programs are not athletes. The program gives children
a start in fitness and is free. Hershey's focus age
group os 9-14 years. Only 15% of the participants repeat
the program. Limitations include the difficulty of tracking
participants after they complete the program. and it
is free program. They are trying to influence kids at
an earlier. Our focus age is 9 -14 years. We are limited
because of the travel and how it would affect earlier
kids. Only 15% repeats. Each year there are new participants,
but the challenge is to keep track of them afterwards.
Privacy is an issue. There is an effort between Council
staff and Track and Field Program to get more kids involved
and influence them as they progress up the ladder of
competitions. Then they spend four days at Hershey,
and the staff can talk to them and do things with them
to keep them actively involved and make physical activity
part of their lives. Mary Lou Retton has worked with
them.
Mele' Williams suggested using the
LAB site to send visitors to the President's Challenge
site. There are many cyclists in the U.S, but Patrick
McCormick said that many don't use their bicycles frequently
He stressed the need to influence the frequency of exercise.
They are hoping to encourage more frequent cycling.
The Sporting Goods Manufacturer's
Association
Presenter: Tom Cove
Tom Cove is Vice President of the
Sporting Goods Manufacturing Association International
(SGMA), which represents the sporting goods industry
before Congress and regulatory agencies. SGMA represents
all segments of the $55 billion sporting goods industry:
equipment, footwear, and apparel. This figure has been
consistent over the past few years, although there has
been a decline in profits since 1998. The Association
was established in 1906 and represents the entire industry.
About $20 billion is spent annually in the U.S. on wholesale
equipment; $9.5 billion is spent on footwear. The $55
billion, which has been flat over the last few years.
The sporting goods industry thrived during most of the
1990s, during the booming economy, but declined afterward,
beginning in 1998. There was a dip in 2001, but the
year 2002 showed a modest 2.3% growth. Exercise and
fitness makes up about one quarter of the business;
golf about one-sixth. However, golf equipment costs
are high, and there are not many new golfers. On the
other hand, soccer costs are low, but there are participants.
Mr. Cove discussed the role of technology
in generating business. Technology drives growth, for
example the availability of heart rate monitors, pedometers,
and elliptical cardio machines. Technology can help
motivate people to become active.
Key trends in their industry are:
- Retail consolidation of the sporting goods industry-
a big issue: the loss of 'mom and pop' stores; fewer
but larger stores like Sports Authority.
- Opportunity to Influence - a key element: bigger
stores can influence more people with messages.
- Company changes - bankruptcies and mergers: large
firms have been bought by other companies, Sears,
Lands End, etc. Legitimate national companies are
there now in place of the smaller companies. They
lack the natural connection to community and thus,
have to work harder to have an effect at the community
level, exerting more effort than the mom and pop stores.
- Globalization - Production is moving overseas. The
U.S. is the dominant market with half of the global
market representing $92 billion.
- Kids market - There are 59 million kids and a strong
and sustained group of young people involved in a
structured sport.
- Mature market - Baby boomers and older equal 77
million people, with money, time and the desire to
be physically active.
- The walking market - This market is active. Technological
developments will influence this market with new shoes
and equipment.
- Women's market - Growth in women's sports is up--
from percentages in the 30's to the lower 40's. Title
IX will continue to be a factor.
- Combating inactive lifestyles - Need to address
sedentary lifestyles and obesity. Focus needs to be
on getting quality physical education back in schools.
What SGMA Has Done
- Sporting Goods Industry created PE4Life, a stand
alone nonprofit, supporting physical education.
- Grants to get physical activity programs in
schools.
- Worked with HHS for years and have a historical
relationship with the government and fitness programs.
The Corporate and Pre-Corporate
Opportunities for the President's Challenge
Presenter: Robert Karch, Ed.D., Professor and Chair,
Department of Health and Fitness, American University
Founder and Director, American University Masters of
Science Program in Health Promotion Management, National
Center for Health and Fitness, and the International
Institute for Health Promotion
Dr. Karch gave a PowerPoint presentation
and distributed hard copies in participant packets.
American University's president, Benjamin
Ladner, has published a fifteen-point plan to guide
the school's development including a commitment to valuing
physical fitness and developing students with sound
minds in sound bodies. The challenge for the University
reflects the national challenge discussed by President
George W. Bush and described by HHS Secretary Thompson,
who noted that:
"So many of our health problems can be avoided
through diet, exercise, and making sure we take care
of ourselves. By promoting healthy lifestyles, we
can improve the quality of life for all Americans
and reduce health care costs dramatically."
In responding to the national health
and fitness challenge, the Council has a dual task:
attempting to prevent diseases while promoting a healthy
and self-empowered active lifestyle. The current Council
mission is to promote a high quality of life by encouraging
Americans to meet the President's Challenge. To succeed
in this mission, the Council must send clear messages
easily understood by lay audiences and should expand
activities in the corporate (workplace) and pre-corporate
(college/university) settings.
The Corporate Setting. The
workplace setting offers several advantages for health
and fitness programming. A large number of adults spend
most of their waking hours at the workplace, and they
are a captive audience for messages about the importance
of a healthy lifestyle for themselves, their families,
their communities and their business organizations.
Health and fitness professionals must
target corporate leaders and should focus on how programs
can decrease health care costs and provide benefits
in the areas of recruitment, retention, and productivity.
Corporate leaders should be educated about what constitutes
an effective workplace health promotion effort and understand
that it:
- A systematic approach endorsed by an organization
and designed to enhance the health of the organization
and its employees.
- An approach involving the combined effort of employers,
employees, and society.
Corporate fitness programs are not
new. They have been in existence since the 1960s and
can be broadly characterized by generation:
- First generation ('60s) "Recreation" programs
focused on recreation and occupational safety and
health.
- Second generation ('70s) programs focused on "Saving
the Boss" by promoting the benefits to business
executives and to companies' bottom lines.
- Third generation ('80s) programs demonstrated fitness
benefits, but leaders in the field failed to build
a long-term public commitment to healthy lifestyles.
In retrospect, this was a missed opportunity of historic
proportions, and the generation can be characterized
as one of "Shift and Delay."
- Fourth generation ('90s) program concerns can be
summed up in the phrase "Whose Money?" because
financing became a challenge as workplace programs
expanded and addressed a broader range of issues.
- Fifth generation (2000s) programs continue to focus
on financial issues as summed up in the slogan "Where's
the Money?"
Critical current and future challenges
for the developed world include addressing the needs
of an older population and responding to chronic diseases
caused, in part, by poor lifestyle choices. Recent statistics
show that between 50 and 70 percent of medical costs
are linked to lifestyle. Tobacco use, diet, and inactivity
are major problems, with diet and inactivity poised
to surpass tobacco use as the biggest issue facing Americans.
Responding to these problems will
require a radical reorientation within society including
shifts in the fitness field. "Sixth generation"
fitness strategies will be characterized by emphasis
on physical activity, rather than on additional funding,
as providing the core solution to workplace health problems.
The impact of these programs will positively affect
participants' families and communities and the nation's
global competitiveness. Corporate leaders need to understand
that their organizations gain the competitive edge by
making health promotion an important business factor
in their comprehensive human resource strategies.
The Pre-Corporate Setting.
Young adults in colleges and universities are an ideal
audience for health and fitness messages and activities.
Away from home and making decisions that will affect
their adult lives, students are open to making positive
lifestyle choices. Administrators are beginning to understand
the importance of these choices and, as a result, wellness
centers are the "number one" facilities being
built today.
Concluding Remarks. Dr. Karch
noted that higher education and corporate settings are
ideally positioned to make a significant contribution
to meeting the President's Challenge. The facts about
fitness and health are now undeniable, and people are
willing to hear them. The Council must encourage people
to act as well as to listen.
Comments from Meeting Participants
Mr. Cove and Dr. Karch responded to questions.
Q. What kinds of investments
are colleges and universities making in health?
A. Dr. Karch noted that schools are putting substantial
funds into student health and fitness curricula and
facilities; these funds are being raised with alumni
support.
Q. What steps can the Council
take to influence States' decisions about including
physical education in school curricula?
A. Mr. Cove suggested that Council members make
themselves available individually to discuss this issue
with State and community leaders, many of whom are becoming
increasingly interested in promoting physical education
in the schools. He explained that he is not in a position
to address what the Council can do as a national group.
Dr. Karch added that Council members can make their
voices heard as parents and as community and business
leaders.
Q. What should the President's
Council do?
A. Dr. Karch and Mr. Cove agreed that the Council
has already accomplished a great deal and should continue
building on its rich history. Recognizing that resources
are limited, Dr. Karch recommended that the Council
become a strategic change agent, teaming with other
groups (e.g., corporations, non-profit organizations,
and the military) to build program support. Mr. Cove
added that the Council members should help develop a
cohesive Federal approach to promoting fitness and should
take advantage of the promotional opportunities generated
nationwide through President Bush's committed leadership.
Overview of the Secretary's Steps
to a HealthierUS
Steps to a HealthierUS is a bold new
initiative from DHHS that advances President George
W. Bush's HealthierUS goal of helping Americans live
longer, better, and healthier lives. Since Secretary
Thompson issued the initiative on September 15, about
25 percent of HHS staff has enrolled, including 100
percent of the PCPFS staff. The 25 percent initial enrollment
rate compares well with the initial rates in corporate
fitness programs and includes new as well as experienced
sports and fitness enthusiasts.
The six-week HealthierUS challenge
to DHHS employees is being Beta tested with the 3,000
employees in the Southwest Complex. The next target
group will be the 65,000 HHS employees nationwide. The
goal is to expand the program throughout all of the
Federal departments and to encourage inter-department
competitions.
Award Presentations
On behalf of PCPFS, Mr. Swann presented
Matthew Guidry, Ph.D., and Commander Royall with plaques
honoring their contributions to the Council's successes.
Matthew Guidry, Ph.D.
Dr. Guidry was honored for his 20 years of service to
the Council. He set the standard for forming lasting
relationships with individuals from all walks of life
to promote fitness. He also created many sustainable
programs and served as the liaison to people with disabilities.
Although Dr. Guidry retired from HHS two months ago,
he always will be regarded as a good friend of the Council.
Dr. Guidry thanked the Council for
the award, noting that he could not have realized his
goals without the sustained support and cooperation
of the Council, the staff, and the many guests in the
room. He applauded the current Council members for their
commitment and experience, and he expressed his confidence
in the Council's ability to reach its goals.
Penny Royall
Mr. Swann recalled the early growing pains of the Council
and how Commander Royall "sprinted in" to
help the Council focus its goals and learn to work within
the Federal framework. Under her leadership, the Council
became a cooperative, cohesive, and responsive team
with sound goals and guideposts for the path ahead.
The plaque, Mr. Swann explained, was just a small token
representing what Penny Royall meant to the Council
as commander, interim executive director, and friend.
Commander Royall thanked the Council
and expressed her pleasure in having had the opportunity
to work with the organization. She praised the Council's
past efforts and predicted that it would reach and exceed
its goals under Ms. Johnson's leadership.
FITNESS FLING AND LUNCH BREAK
AFTERNOON SESSION
Mr. Swann reconvened the meeting after
the Fitness Fling and lunch break.
Presidentschallenge.org Update
Presenter: Jeff McClaine, Associate Director, www,presidentschallenge.org
Mr. McClaine gave a PowerPoint presentation
about Presidentschallenge.org. Print copies of the presentation
were provided in the participant packets.
The interactive website, www.presidentschallenge.org
, is administered by the Amateur Athletic Union (AAU)
through a subcontract with Indiana University. Three
full-time professional employees and three graduate
assistants staff the program with help from between
20 and 40 student employees. In the spring, when the
Challenge activities reach their peak, about 45 people
are employed. All of the staff members have backgrounds
in health and fitness and are able to provide knowledgeable
service to callers. Staff also is eager to advance the
field by collecting data for future research through
the Website database. Program benefits to the staff
include opportunities to gain practical knowledge of
health marketing and the availability of graduate assistantships.
The Website Launch
The launch was a huge success. As
of mid-September, there were more than 384,000 unique
visitors and an average of 5,568 visitors per day, which
is a high daily rate for this time of year. A total
of more than 25,000 users are registered to participate
in the four Challenge categories: Physical Fitness,
Health Fitness, Active Lifestyle, and Presidential Champions.
Active Lifestyle is the most popular category, but about
900 people have registered to become Presidential Champions.
The registered users include more than 2,500 groups
(e.g., families and schools); this number has been rising
rapidly and may reflect recent marketing efforts to
corporations.
Based on current statistics from the
Website, the most popular sports are: running, bicycling,
walking, weight training, swimming, aerobics, and cardio-fitness
workouts. Walking is commonly thought to be the most
popular sport; the fact that it appears third on the
list may reflect the Challenge's appeal to a more active
audience.
Enhancements and Maintenance Activities
The site was designed to be relatively easy to modify
and update. In response to requests, several enhancements
have been made:
- A component has been added to the Champion's program
that enables users to earn unlimited points per day.
- The homepage has been redesigned to facilitate use
by educators.
- A partners' page is being created.
In addition, staff conducts routine
maintenance operations and updates the site regularly.
Comments from Site Users
Users have commented positively about
the magnitude and fluidity of the site and have suggested
new activities and links. Staff reviews these ideas
and makes additions when appropriate. Staff also addresses
user errors as they occur and is now fine-tuning the
registration page, which generated a fairly high number
of errors. The seven-day recall function will be revisited
soon to determine whether modifications are needed.
Secretary's Steps to a HealthierHHS
Presidentschallenge.org is using the
Steps to a HealthierHHS Website to Beta test subgroup
and portal page options.
Educational Marketing Efforts
This year, the print materials were
revamped and revised and a style guide was created for
the Website. Staff will attend about six major conferences
by the end of the year and will place information in
various educational journals. The annual direct mailing
to 222,000 physical education teachers and instructors
nationwide is being completed; this popular mailing
customarily generates significant Web traffic.
Fitness File
This free, recently developed on-line
database enables physical education teachers to track
their students' progress and provide appropriate rewards.
School Recognition Programs
The three free recognition programs
include:
- Physical Fitness State Champions: The annual award
is given to the three schools in each State that have
the highest percentages of Presidential Physical Fitness
winners.
- Active Lifestyle Model Schools: A new award given
to schools when more than 35 percent of their students
earn the Active Lifestyle Award at least twice during
the school year.
- Demonstration Centers Program: An honor given to
schools hand-picked by State program coordinators
to serve as model physical education programs.
Fulfillment Statistics
About 7 million people participate
in the President's Challenge per year, most in the Physical
Fitness program. About 2.5 million awards, including
both patches and certificates, are requested and 30,000
schools participate every year. The state with the most
program users is California, even though another fitness
program is mandated state wide. State population does
have an impact on frequency of use--there are more contacts
from larger States and fewer from smaller states. West
Virginia is the only state that mandates the use of
the President's Challenge.
Discussion by Meeting Participants
In response to questions, Mr. McClaine
made the following points:
- The Presidentschallenge.org works with the developer
to maintain security. To reduce security risks, the
Challenge site does not collect personal information
other than birth dates.
- Awards can be tailored to meet the needs of State
fitness challenges.
- Although traditionally focused on the educational
market, the organization is now moving into new markets
based on the creation of the Presidential Champions
and Active Lifestyle awards.
Council Structure and Relationships
Mr. McClaine and Commander Royall
explained both the structure of Presidentschallenge.org
and how the growing participation of corporate sponsors
will be accommodated:
- The website is funded by award sales. However, the
Council cannot directly manage organizations involved
in collecting and disbursing funds. Therefore, AAU
was given the management contract. AAU, in turn, subcontracted
with Indiana University to oversee www.presidentschallenge.org.
- Although PCPFS has traditionally focused on working
with educators, it is now making a dynamic push for
greater corporate participation. AAU, Indiana University
and www.presidentschallenge.org will participate in
this expanded marketing effort using the existing
contractual arrangements. Both corporate and educational
sponsors will use the website.
Christine Spain, PCPFS Director of
Research, Planning, and Special Projects, further explained
some key aspects of the relationship between the Council
and its contractors. The creation of programs, including
marketing efforts to corporations, is the responsibility
of the Council. Contractors are responsible for implementing
programs. With the Council's direction and approval,
contractors facilitate and audit programs, collect funds,
and gather data. These data and any related program
results belong to the Council. The specific charge to
the www.presidentschallenge.org is information dissemination
and order fulfillment.
Update on Corporate Sponsorships
Ms. Spain reported that PCPFS has
agreements with over 20 sponsors ranging from the American
Association for Retired People (AARP) to General Mills
Foundation and Shape Magazine. For example, staff now
is working with The Home Depot, Inc., to tailor the
program for use at their stores nationwide. Other agreements
are being developed with the Radio Disney division of
Walt Disney Company, Subway® Restaurants, General
Mills and their Wheaties Cereal subdivision, and other
organizations. The staff focuses on providing corporate
sponsors with guidance they need to personalize the
program for their employees.
Other Promotional Efforts
Ms. Spain noted that Hanson Dodge,
Inc., tracks mentions of PCPFS in the media. President's
Challenge business cards have been developed for Council
members to use and disseminate regarding the Website.
She passed out copies of the media report and the business
cards. In response to questions, she added that PCPFS
tries to guide corporations into tailoring the President's
Challenge to enhance their visibility. In addition,
the Presidentschallenge.org Website is in discussion
for possible translation into Spanish, French, and Portuguese.
Concluding Remarks
Mr. Swann noted that the Website will
continue its growth with a focus on the needs of future
Councils. The goal is to create a flexible, expandable
Website that will be easy to use and relevant over time.
Where Do We Go from Here?
Presenter: Vicky Foxworth, Director, Office for Organizational
Effectiveness, University of Maryland
Vicki Foxworth acted as facilitator
to discuss where to go from here to meet the challenge
of getting to 20 million by the deadline. She asked
the Council members to commit to a task with action
steps. However, first she wanted them to generate ideas.
The following are the principal ideas that resulted
from the brainstorming session
- Mandatory after school President's Challenge Program
- PSAs and TV shows
- National conferences and the Council members' presence
at them
- Outreach to health care professionals
- Outreach to universities and students
- Each council member adopting a state
- Mandatory at all corporations - have their workforce
participate in 45 minutes of fitness
- Create Friends of Council, Friends of the Challenge
- Utilize partners such as state councils, state health
officials
- Mandatory physical education for K through 12
- Get corporations more involved with employees and
get them to see a return on investment of employee
fitness, getting companies more involved with their
programs
- ROI for Corporation America to make Statistics available
- Tap into kids programming such as the Disney channel,
Nickelodeon
- Link the Web site to a variety of organizations
- Partner directly with national governing bodies
of various sports
- Outreach to high risk populations
- Tap sporting goods companies
- Partner with health clubs and parks and recreation
- Engage all branches of military because they have
a great stake
- Engage the insurance agency
- Engage all national organizations, military and
corporate
- Engage religious and faith based organizations
- Closer to home, engage day care and mothers who
can start kids out early
- Merge silos of the CDC and others for Web site consolidation
- Tap sporting goods industry
- Work with Congress (Congressional Fitness Caucus)
Open Discussion
The discussion then focused on getting
things going at the state level.
- Lynn Swann talked about what was needed to adopt
a state and do it cohesively. You need to develop
a template that makes it easier to sell that state.
For Florida, at the upcoming football game Lynn will
speak with the Governor. It is important to have a
plan to meet with other state representatives. Identify
any support you will need from the staff. Communicate
via email with staff.
- Nick has a plan for Ohio. Since his plan is further
along it might be the first state to go with. In Florida
it will require building it from the ground up. Keep
it unified and branded as a singular branded product.
They started three years ago. There are 16 businesses
ranging from large to small. Insurance rates with
discounts, school boards, award and flag from governor.
He will send a package to everyone. They have branded
it.
- John Burke said you should have a specific request
for a governor. It will be different for different
positions. Keep the governor informed. What does Florida
need to deliver its portion of the President's Challenge?
You have mayors, companies, and many places to go.
Time is limited in the presentation to the governor;
you have ten minutes. The governor can do specific
things. You can develop five specific asks. Melissa
can put together a group of 'asks' for different positions.
- Tedd Mitchell will take the lead for Texas. They
already have a Lone Star Program. They can see where
they are and dovetail into that. There is a good template
for the state part of the triad. They could go to
see the governor quickly. It is better to be proactive.
Tedd agreed to track everyone down.
- Lynn Swann said a "no" from the governor
does not mean a 'no' for the state. There are others
you can ask, such as universities. Make use of the
natural conduits. Get universities when their people
get together. They don't want to reinvent the wheel,
so we should use the Ohio plan to bring everyone up
to snuff on what we do so they can make the best use.
We should work with Florida, Ohio, Texas, and Wisconsin.
Denise does VA. John will do Wisconsin. We need to
be evangelistic about the program but we need to be
competent. If we do four states well, then we can
go on with others to make a stronger presentation.
We shouldn't have to start and sell it from the ground
up in each state.
- John Burke said that he agreed with 80% of the idea
of pursuing a core group but where we have resources
that the council members can use, we should use them.
Governors want to be leaders doing it without necessarily
following in footsteps of others.
- Penny Royall mentioned that some of the states have
hospitable environments and friendly chief executive
officers.
- Lynn has been talking with Wachovia, and if Wachovia
likes the program they will challenge another financial
institution. The same thing is true with Heinz in
PA.
- The Surgeon General is calling on one school in
every state, and his office has agreed to take along
the President's Council material. Sometimes they don't
hear of the trips at the office until the last minute
so they would like to have people at the ready so
they can get them on the podium with the Surgeon General
when he comes.
- Dot Richardson talked about the importance of the
media. We need to be doing more. Denise knows more
about this. Look around to see the big events that
are coming up. If there's a marathon that is big,
or a bicycle ride, then try to piggybank on events
that are already media draws.
- Comments followed by Tedd Mitchell and Lynn Swann
about signing up to be there and push the President's
challenge. Develop a list of events you can be present
at to promote the Council. Lynn Swann said it would
be good to develop a "how to promote for media
events guide."
- Janice Meer said that the only stipulation was the
Council's programs cannot be part of someone else's
sales promotion. The program is in the public domain.
You are not tying yourself or soliciting. If we lock
into a state program and we want more media, then
the staff can fit things together that are natural
connections and the in-state chairman can work with
it. Then, we can continue to work with the corporations.
If you have any questions about corporate sponsorships
then call the Council first and we will get you squared
away. The DHHS has structured media requirements.
Janice has gotten their permission to do it (the media
outreach) regionally.
Adjourn
Lynn Swann concluded the meeting by
stressing that the state approach was a good one. He
thanked people for coming and announced that the meeting
was adjourned.
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