Recruitment Strategies and Costs for a Community-Based Physical Activity Program

planning, execution and evaluation of programs designed to influence the voluntary behavior of target audiences in order to improve their personal welfare and that of society ” (Andreasen, 1995, p. 7). Social marketing utilizes product, price, place, and promotion—also known as the four P’s—to influence the consumer’s decision to change his or her behavior (McCormack-Brown et al., 2000). Consumer research is used to assess the consumers ’ perceived needs, values, and preference. Based on the consumer research, an intervention strategy is then created and promoted (McCormack-Brown et al., 2000). Social marketing concepts and strategies, particu-larly consumer research, were used to plan and imple-ment the recruitment efforts of a community-base