Designing and Testing Your VERB Scorecard Campaign Materials

The design of your VERB Scorecards and promotional materials depends on your budget, the number of great deals and special events offered and, most importantly, the results of your pre-tests with the tween audience.

The overall look and feel of your VERB Scorecards and other materials is bright, edge-y, active and energetic. To aide recognition, the VERB Scorecards and all your promotional materials should have the same look and feel, using the same color schemes, graphical elements, etc.

 

VERB Scorecard design: Will you use a VERB Scorecard, a coupon book or another design?

The graphic challenge of this campaign element is fitting a lot of information in a small space while keeping it readable and appealing to tweens. The VERB Scorecard lists the great deals, cool prizes, the participating partner/vendor locations and a calendar of special events, as well as provides a space for tweens to track their time spent being physically active.

Consider designing and producing your VERB Scorecard to reduce the chance that the card will be lost. Previous VERB Scorecard sites perforated the VERB Scorecard – separating the tracking squares from the other information, and enabling tweens to keep it in their pocket or wallet. Other possibilities include putting it on a lanyard or a ring to hang from a backpack.

 

VERB Scorecard production: How many VERB Scorecards will you need to produce?

If the budget allows, print twice the number of the target audience (i.e., if there are 5,000 tweens in your community, print 10,000 cards). Tweens are like other consumers who have to see something several times before acting. And, despite how well you designed to prevent it, some VERB Scorecards will get lost.

 

Testing Your Model and Materials

Though the campaign models and ideas described in this guidebook have been used in previous VERB Scorecard communities, it is important to test your campaign model and materials with your target audience. If you hear consistent concerns from the target audience, be ready to make changes.

• Focus groups – A trained moderator facilitates discussion among 12 or less research participants to explore the feasibility of your campaign model, and the reactions to your materials and concepts.
• Intercept interviews – Survey tweens and their parents where they normally convene and tend to have some time (libraries, after school programs, shopping malls).
• High school students and members of your youth board can be trained as interviewers and moderators. The rapport between older teens and tween research participants may elicit more useful information for your formative research.