Samples – ACSM American Fitness Index

ACSM American Fitness Index

Ryan and two21 have been the communications counsel for the ACSM American Fitness Index™ (AFI), a program of the American College of Sports Medicine, since its inception in 2008. This program centers on an annual data report that evaluates and ranks the 50 largest metropolitan areas in the U.S. with regards to health and community fitness. two21 is responsible for the communications strategy and execution of all public relations and marketing tactics.

AFI logo

AFI has been covered in USA Today each year upon release of the data report. Forbes has covered the program in detail for the past two years. Both of these successes have been republished on hundreds of health and news websites across the U.S. AFI has been well covered by the ACSM’s local newspaper, The Indianapolis Star, including a front-page feature in 2010.

One goal for the AFI program is to encourage local organizations, municipalities and health/fitness advocates to bring attention to the strengths and challenges for their communities and how their city ranked in the AFI report. To facilitate this, two21 created a media advocacy toolkit that includes tips for speaking with and pitching the media, a sample letter to the editor, a customizable news release, and tips for getting started with and using social media tools such as Twitter and Facebook.

Another notable achievement is the AFI social media program, which is positioned for increased utilization in 2011 and beyond. Most recently, two21 created a YouTube page for the program with interviews of participants at ACSM’s annual meeting. The strategy is to allow the interviewees to be able to share the videos with their online networks and become spokespersons for the program.

two21 prepares the content for much of AmericanFitnessIndex.org including the About section, FAQs, blog and online media kit components (e.g., news releases and backgrounders). two21 also provides media relations assistance such as pitching, management of media tours, key message creation and media training.