Case Study: Army National Guard, Guard Fit Challenge
Promoting physical fitness in communities nationwide.
Based on our successful collaboration on other school programs, the Army National Guard approached Rock Creek to develop a new program that motivates high school students to achieve their fitness goals. Armed with extensive market research with the Army National Guard, educators, students, and fitness experts, Rock Creek created the Guard Fit Challenge program.
The program includes both in-classroom and online tools and resources that support the education community and encourage students to be physically fit. In addition to lesson plans, handouts, and supporting materials, Rock Creek developed a website with exercise technique videos, nutrition tips and recipes, and an RSS feed. Rock Creek also implemented interactive and social media strategies, including a desktop widget, mobile application, and Facebook page.
The Guard Fit Challenge website uses high-profile Guard athletes, including Olympians, as role models for program participants. Rock Creek helped select featured athletes, produced multiple videos, and produced exercise technique videos and athlete profile videos. Rock Creek also managed a targeted marketing campaign and partnership strategy that resulted in program requests on the day the program launched.
