Given today's societal awareness of obesity and, to lesser a degree, the related chronic diseases, my sense is that most fitness marketing focuses, implicitly or explicitly, on the physical health benefits of exercise. The work of behavior economists, however, suggests that humans are more attracted to short-term gains than long-term gains, which presents profound challenges for marketing the health benefits of exercise programs. As Cornell University Professor John Cawley recently noted at a Campaign to End Obesity event, it's hard to get a 35-year old man to take actions today that might extend the end of his life some 40 or 50 years down the road.

Marketing angles such as, "Extend Your Life Expectancy by 10 Years," are certainly compelling, and may impact a few New Year's resolutions, but probably would not get the majority of Americans out of bed at 6 am for an early morning workout.

We know that exercise is wonderful medicine. And if it were in a pill form, "it would be the most prescribed wonder drug in history." But, unfortunately, exercise is not only medicine, it's also considered work by most people - and humans prefer that work be rewarded sooner rather than later.

To further complicate marketing efforts, many of the health benefits of exercise are prevention-focused, which means that a person may need to feel susceptible to a disease before appreciating the preventive benefits of exercise.

Of course, the physical benefits of exercise are powerful and immediate, and should be trumpeted in marketing efforts to parents and children, but there is another very compelling message that often seems overlooked by marketing and promotion teams.

And it's a message that should be very attractive to parents.

Exercise improves mental performance. Very quickly.

It can, for example, improve your memory, increase your ability to perform complex tasks, increase your auditory and visual attention and, perhaps most significantly, reduce stress and anxiety.

According to Dr. John Ratey, author of Spark: The Revolutionary New Science of Education and the Brain, "There's sort of no question about it now. The exercise itself doesn't make you smarter, but it puts the brain of the learners in the optimal position for them to learn."

For example, a recent study suggests that 30 minutes on a treadmill may improve student performance on problem-solving exercises by 10%.

I believe the mental health benefits of exercise present profound and underutilized marketing opportunities for physical activity providers.

Just imagine the taglines...

• "Improve Your Child's Test Scores"
• "Be Happier Today"
• "Feel Smarter in Just 30 Minutes"
• "Be More Productive at Work"
• "Improve Your Memory"
  

Taglines like these are aimed directly at some of the most fundamental aspirations of our culture. Yet these are benefits not generally associated with exercise. As more parents come to understand the mental health benefits of exercise, for their children and for themselves, I believe the culture of physical activity will grow exponentially.

Is your organization promoting the mental health benefits of exercise? What works?

Generous partners sometimes underwrite sophisticated marketing campaigns, reaching target audiences with carefully honed messages about health and wellness. But without such resources, proponents of physical activity must find other ways of getting the point across. This is the intersection of advocacy, strategy and ingenuity.

The American College of Sports Medicine (ACSM) uses a special-event strategy that I'll paraphrase as "taking the show to the audience." The idea, in short, is to piggyback on a gathering that is already being planned and promoted in its own right. This eases the burden of creating an event out of whole cloth and taking on all the responsibility for planning, promoting and paying for it as a forum for your announcement. An important bonus is the added momentum such leverage lends to both events.

Savvy leaders of nonprofits use a similar strategy to communicate key points. Examples abound of campaigns relying on partner organizations' use of existing communication channels to pass along message points. Traditionally, this has meant passing on articles and online links. More recently, the headlong momentum of social media means that posts, "likes" and retweets can propel an idea faster than you can say, "Please share this."

A related notion flips the reality that, for many families, mothers are the gatekeepers of family health information. While this is quite true (and central to many programs that target women to promote family health and wellness), another strategy reaches families at their point of connection with important programs and institutions - schools.

I saw this at work recently at Capital City Public Charter School in Washington, DC. Capital City has a culture of wellness that infuses the curriculum. Students at all levels pursue age-appropriate physical activity - from in-class learning to after-school sports and field trips - guided by fitness teachers, parents and guests. Beginning in first grade, students learn about bodily systems and nutrition. The dedication to holistic fitness and wellness helped earn Capital City Public Charter School the distinction of being selected to receive the first Live Positively fitness center award by the National Foundation for Governor's Fitness Councils, chaired by Jake Steinfeld and in partnership with ACSM.

Capital City's health-and-fitness culture extends beyond students, faculty and staff. By design, those messages reach whole families. Youngsters naturally bring home and share what they learn. Beyond that, the school has after-hours programming aimed at parents and siblings. This approach clearly works, at least for this diverse urban community. And I believe it can be equally successful throughout the country.

How can your organization use established programs to convey messages about physical activity?

What communication vehicles already in use could reach target audiences with health-and-fitness information?

Making an Impact through Information  

Consumer tools developed for members to share with their patients are an effective way to promote the benefits of physical activity. Providing members with downloadable and customizable consumer handouts on topics related to physical activity is an efficient, cost-effective way to help members get the word out in their communities. Handouts that we have developed include topics like physical activity tips for families, foot health for runners, physical therapy and diabetes, and how to avoid a variety of sports-related injuries.

Social Media

Because many people rely on the Internet for their health information and millions are on Facebook and Twitter, it can be a good idea to use social media as part of your outreach. Social media can take a variety of forms such as videos, tweets, and Facebook posts. We have developed a library of YouTube videos related to physical activity-related topics, such as ACL Injury Prevention; Activities for Kids of All Abilities; Bike Fit; Exercise Techniques (nine series); Exercise for People with Disabilities; Fitness as You Age; Good Health Tips for Runners: Maintaining Physical Activity Across the Lifespan; and Running Tips and Walking Tips. These and our other social media properties are housed on our consumer website, www.moveforwardpt.com.

Video: "Activities for Kids of All Abilities" (Click to play)

Video: "Strength Training Tips from a Physical Therapist" (Click to play)

Tweeting several times a day on topics relevant to consumers can help you develop a following on a Twitter. Hosting tweet chats where members engage with followers on particular topics can also be an effective way to reach consumers. Our tweet chat topics have included toys for children with disabilities, obesity prevention and management, and foot health for runners. It is also possible to videotape live discussions and stream them via the Internet. This year we hosted our first "livestream" event, "Fit for Life," featuring baby boomer physical therapists discussing how they incorporate physical activity into their lives and the lives of their families.

News releases continue to be an effective way to reach the media. Releases we have issued on the importance of physical activity include "New Dietary Guidelines Highlight Importance of Physical Activity" and "Physical Therapists Help You Get Fit - Safely - in 2011."

Making an Impact through Awareness

An organization's national awareness week or month can be used to deliver a targeted, cohesive message in a way that may not otherwise be possible. Tools may be developed that encourage interaction between members and their patients, or clients and traditional PR strategies may be supplemented by social media during this coordinated effort. In 2010, National Physical Therapy Month was dedicated to the importance of physical activity in preventing obesity, and its consequences. We supported our efforts with social media and developed a downloadable board game for members to use with their patients.

Collaborating with related organizations is another way to extend your impact. For instance, APTA collaborated with the President's Council on Fitness, Sports, and Nutrition on a brochure entitled, Be Active, Be Fit: Beginning and Maintaining a Physical Activity Program. 

What resources and programs have you developed to help your members promote physical activity in their communities?