Introduction The intervention program targets families with children who are enrolled in the State Children’s Health Insurance Program (SCHIP). The components within the program will present a marketing, implementation, and evaluation plan in order to ensure success of the intervention.
Marketing
“Successful marketers get the right product, services, or program to the right place at the right time for the right price (1).” The four essential features of the marketing strategy include product, place, price, and promotion, and the development of the appropriate marketing mix (1). Once the target population has been identified and analyzed, the four P’s may be put into action.
I. Product Within community nutrition, a product is typically a service to be delivered that is of satisfactory quality and fits the needs of the target population (1). The product that incorporates these key characteristics is the “Coordinated Approach to Child Health” curriculum. Based on the review of literature, the curriculum includes six lessons which consists of four components: classroom curriculum, physical education, child nutrition services program, and family involvement. Overall, the CATCH intervention program promotes physical activity, includes healthy food options at school and home, discourages the use of tobacco products, and provides a stimulating learning environment. The product may be remodeled such that MyPlate replaces MyPyramid information as well as incorporates information on food safety, recipe preparation, and food budget planning. According to the CATCH intervention program in Texas, the program will prove to be more successful if interactive games and activities among students and staff are implemented, food service campaigns are promoted, and classroom CATCH lessons are provided in stimulating and effective environments (2). Additionally, the program will provide handouts, worksheets, questionnaires, and group/individual activities for children, school staff, and parents. Adults and children will have a better knowledge of incorporating healthy food choices and preparation within their lifestyle and engaging in appropriate physical activity.
II. Place Considering the population is targeted towards families with young children, the appropriate location for the lesson plans should be at a time and place that is convenient in order to ensure significant attendance. Also, parents and school staff may live busy lives so selecting a suitable location and time is critical. Therefore, the most appropriate location to incorporate the CATCH program is at school during specific events and activities. While children are learning about healthy choices in the classroom, school staff and faculty may also engage in the curriculum along with the children. Children should take home informational handouts and worksheets to parents so they are provided an overview of the program and important aspects. Employers could introduce wellness programs or nutritional handouts so families can have adequate nutritional facts at the worksite rather than searching for information in other locations. Low-income children as well as families may become influenced by their community for specific nutritional needs; however, the intervention will only be successful if the environment is fully supportive. Thus, providing recipes, demonstrating food preparation, emphasizing food safety, and addressing nutritional information at home or worksite would enhance the effectiveness of the CATCH curriculum.
III. Price Texas schools that join the CATCH Texas Network can purchase a set of CATCH material at a reduced cost and there is no cost to join the CATCH Texas Network (2). Schools who do not wish to join the CATCH Texas Network or schools outside of Texas may purchase the materials directly from the publisher, FlagHouse Incorporated (2). Materials for the curriculum include Eat Smart School Nutrition Program Guide, handouts for staff, students, and