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Implementing a Counter-Marketing Campaign Ann C. Forsythe, Ph.D. Sr. Health Communication Specialist Centers for Disease Control and Prevention Office on Smoking and Health Health Communications Branch National Conference on Tobacco or Health October 2007 The findings and conclusions in this presentation are those of the author and do not necessarily represent the views of the Centers for Disease Control and Prevention. TM Key Topics Setting up your Counter-Marketing Team Selecting Contractors Developing an annual marketing plan Reviewing marketing materials . Monitoring the Counter-Marketing budget TM Implementing a Counter-Marketing Campaign Setting up your counter-marketing team – Health department staff • Marketing director • Advertising manager • Press officer • Community relations manager • Evaluation specialist • Financial manager TM Implementing a Counter-Marketing Campaign Communication agencies functions – Develop creative approaches to achieve objectives – Recommend the types of media vehicles for your messages and target audiences – Identify requirements of media placements to reach your audience – Arrange opportunities for news coverage of your messages, your program or both – Organize community-based activities to promote your message – Develop relationships with community stakeholders TM Implementing a Counter-Marketing Campaign Evaluation companies and consultants – Identify key measures on the basis of your communication objectives – Determining the baseline, process, and outcome information needed to measure the impact of your activities – Preparing an evaluation plan and budget for the counter-marketing effort – Conducting appropriate research before, during, and after your program is launched – Developing reports on the research that clearly present the data, findings, and conclusions TM Implementing a Counter-Marketing Campaign Stakeholders, Gatekeepers, and Local Programs – Carrying and publicizing he program messages to constituents – Developing programs that tie directly into your messages – Co-sponsoring community programs – Speaking on behalf of the program – Supporting local legislation and policies that contribute to reducing tobacco use – Advocating for and protecting the program and its goals TM Implementing a Counter-Marketing Campaign Selecting Contractors – Before the bidding process • Learn what your budget can buy in your state • Look at what has been done by other programs in your state • Explore approaches used in other states • Learn the ins and outs of your state’s contracting rules • Decide on the configuration of firms for your program – one company for a range of communication activities? • Avoid firms that work with tobacco companies • Recruit a diverse review committee TM Implementing a Counter-Marketing Campaign During the bidding process – How strategic and thoughtful are the decisions the firm makes and the work it produces? – How creative is the firm? – Does the firm describe how it would approach the subject of tobacco, and, if so, do you like what you hear? – Does the firm have experience working with community groups? – Does the firm have experience with your target audiences? – Does the firm have experience with tobacco control, social marketing, or other health-related work? TM Implementing a Counter-Marketing Campaign During the bidding process – Do the firm’s references and samples give you insights into the quality of the work and skills of the staff assigned to your account? – Does the firm have a track record of developing campaigns that have generated measurable results? – Has the firm bought media in every market in your state? Does it have experience in evaluating and buying a wide variety of media? – Is the team proposed by the firm a mix of senior, mid-level, and junior staff? – What is the experience of the primary staff to be assigned to your account? TM Implementing a Counter-Marketing Campaign Once you’ve selected a firm – Develop team relationships – Teach them about resources available and effective tobacco counter-marketing messages – Share resources and materials you have with the firm – Resources from other states and CDC OSH MCRC – Offer constructive feedback to agency staff – Reinforce goals, objectives continuously – Be flexible when needed, staff turn-over, new hires TM Implementing a Counter-Marketing Campaign Developing an annual marketing plan – Reviewing marketing materials – Keeping materials on strategy – Ensuring accurate technical content • Require the firm to provide documentation for all statements, facts, and figures that appear in the materials and ads • Maintain an easily accessible file of the ad scripts and other ad materials and files • Identify technical experts within your department who can sign off on the technical content in ads and other communication materials • Develop a review and approval process that includes all of the key decision makers but doesn’t delay ad production TM Implementing a Counter-Marketing Campaign Monitoring the Counter-Marketing Budget – Review Best Practices – Look at budgets for other statewide efforts, such as lottery campaigns, travel and tourism, or promotion of agricultural products – Find out what other states have spent on tobacco countermarketing programs and determine whether any of the states have per capita and total budgets similar to yours; learn how funds were allocated – Consider hiring a compensation consultant to help you negotiate your agencies’ budgets – Determine the amounts you can afford to spend and the best approach for allocating funds in your particular budget TM Implementing a Counter-Marketing Campaign Variables that affect a communication budget – Cost of buying media in your state – Amount and level of ad production (e.g., number of ads produced or reapplied and complexity of ad produced) – Number and choice of media outlets – Intensity and duration of campaign – Use of existing versus original advertisements – Single focus versus multiple focuses (e.g., number of overall goals and number of target audiences) – Number of events and activities (e.g., PR, grassroots, and media advocacy) TM Implementing a Counter-Marketing Campaign Considerations – General rules of thumb for managing a budget • Remember that we’re spending tax-payers’ money • Be sure that your spending decisions are well informed and that every initiative is focused on the program’s goals and objectives • Obtain estimates, so you know how much a project will cost before you begin • Approve all costs before any work begins and money is spent • Review monthly expenditures carefully • Hold monthly budget calls/meetings • Include evaluation cost in the overall campaign budget, unless they are included in another part of the tobacco control budget • Buy the rights to creative materials • Ask questions! TM Implementing a Counter-Marketing Campaign Centers for Disease Control and Prevention Office on Smoking and Health [email protected] www.cdc.gov/tobacco The findings and conclusions in this presentation are those of the author and do not necessarily represent the views of the Centers for Disease Control and Prevention. TM TM