Following our in-depth interviews, analysis of the
current program offerings and exploration of
additional research material, we identified several key
findings that directly inform our strategies and tactics:

1. Barriers of Entry

With the Prepped & Ready program targeting
primarily parents of teens and tweens, there is an
extremely diverse set of barriers depending on which
subset of the parent audience you’re speaking to. We
highlighted a few by categorizing and using them to
identify and frame our recommendations.

• Time commitment

Parents are busy. Our IDI (in-depth interviews) con-
versations made it apparent that time is a precious
commodity for parents of teens. No matter how you
look at it, asking parents to take an evening off, drive
to an unfamiliar location and spend two hours discuss-
ing weighty issues related to teen health is not a small
endeavor.

• Competing interests

Hand in hand with the limited

amount of time is the sheer number of

activities competing for the attention

of parents. Juggling a full-time job

and kids who have after school

activities alone is a challenge. When

factoring in the additional challenges

parents face like working a second

job, single or co-parenting, health

issues and a myriad of other

potential commitments, it’s clear

there are many alternative interests

competing for attention.

Key Findings

Key Findings

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