NAVY YOUTH SPORTS AND FITNESS & VIRTUAL YOUTH PROGRAM

In order to generate interest and involvement in youth sports and fitness activities offered through Navy CYP Programs, efforts associated with communicating programming opportunities to families, youth, and teens should be considered. Research indicates that marketing can have positive effects on behavior and physical activity (Huhman et. al., 2005, 2007). Online resources are consistently used to find programming opportunities that meet needs and interests. Diem (2008) concluded that: (1) using a marketing approach can lead to the development of higher quality programming and increased participation; (2) running a successful program requires ensuring the needs and interests of patrons and the community are being met; and (3) the value of a program lies within the image presented. The Navy Virtual Youth Program (VYP), designed to engage youth and parents in a virtual location, communicates consistent programming opportunities through the Directory of Opportunities (DOO) and marketing materials, and will promote the Navy CYP with a redesigned and modern virtual presence.