2. Organization Overview
• Shape Up NC is a multi-organizational community that strives
to assist its constituents in attaining peak physical condition. A
large part of the health awareness campaign will consist of the
Paleo Diet created by Dr. Loren Cordain PhD. The campaign
will also consist of aggressive exercise regimens proposed by
Cross Fit America as well as the KravMaga Alliance.
• The goal of the campaign would be to provide a networking
opportunity for health and fitness professionals across the
region. The program will cater primarily to extreme fitness
practitioners. This shall be facilitated through the use of
Twitter, Facebook and weekly messages circulated through
Linkedin.
3. Audience Analysis
• Individual participants ages shall range from 18-60
• In accordance with Flow town estimates, the 18-35
year demographic utilizes the most time with social
media as well as the 45-54 year old cohort.
4. Objectives
• The overall objective is to raise awareness for the organization
and provide a means for participating group to coordinate a
regional health awareness campaign. In regards to procedure
a council of cross fit, Martial arts, dietary commissions, and
health care officials will meet and discuss safety and other
concerns on a bi-weekly basis during the run of the campaign.
• As this is a multiplatform effort, a maximum of one message
from Facebook, Twitter, and Linked will be sent every hour from
5:00pm-7:00pm during weekdays and from 12:00-5:00Pm
during weekends.
• Share, comment and retweets with select individuals that have
unique suggestions to daily workouts. Also, encourage
participants to send user generated content I.e. photos and
video of events in order to bolster public relations efforts.
5. Health and Wellness Tips
• The Paleo Diet is arguably the healthiest diet ever compiled by
nutrition experts. The system seeks to replicate the caloric
intake of hunter-gatherer societies. The focus is on a protein
heavy diet coupled with a low consumption of carbohydrates
and food additives. The percentage would roughly consist of
19-35% protein, 22-40% carbohydrates and a fat intake of 28-
58%.
• The use of Crossfit and KravMaga is incorporated into several
military and law enforcement entities across the globe. While
the latter is one of the premier self-defense systems in the
world, the U.S. oriented regimen is geared towards fitness and
situational awareness. It is estimated according to an
individual’s body mass that 530 calories is burned per hour by
this routine. Crossfit by comparison may burn 300-450 calories
per hour depending on an individual’s endurance in the 15-20
minute session.
6. Health Tweets
• Want to get lean and fit? Enjoy our meal plan! Find
your balance. #ShapeUp NC
• See yourself free of modern aches and pains
#Shapeup NC
• Put down that bag of Cheetos! Pick up a bowl of
berries and nuts! #ShapeUp NC
• Looking for an insulin booster? Try a Coconut milk
smoothie! #ShapeUp NC
7. Content Tweets
• Ready for the ultimate challenge? Try Tough
Mudder! http://toughmudder.com/ #ShapeUp NC
• Compete with the best in the world!
http://games.crossfit.com/ #ShapeUp NC
• Experience the absence of limits! Try Parkour!
http://www.meetup.com/fifthape/ #ShapeUp NC
8. Motivational Tweets
• Pain is temporary, Glory is forever! #ShapeUp NC
• Only those that risk going too far will ever know how
far they can go –T.S. Eliot #ShapeUp NC
• To train is to go home safe –ImiLictenfield
#ShapeUp NC
• Do One Thing Every Day That Scares You – Eleanor
Roosevelt #ShapeUp NC
