Cost-effective ways to brand a new regional tobacco control project

The Southeastern Pennsylvania Tobacco Control Project (SEPA TCP) coordinates tobacco control and prevention activities across a large urban, suburban, and rural seven-county region.

The transition from a county-based service model to a centralized, regional model created the need for a project brand and image. SEPA TCP, with the assistance of a local public relations agency, devised a plan to market the project in a cost-effective, comprehensive manner.

A comprehensive marketing approach focused on the creating a new project image, disseminating promotional pieces and building relationships with various media outlets and local business partnerships. • Initial branding efforts focused on the creation of standardized fundamentals; logo, toll-free hotline phone number, email address and website. • Standardization of promotional materials included a service brochure, a Smoke-Free Homes & Cars window cling and magnet, poster panels along local highways, and tobacco merchant rack cards. Examples of marketing pieces will be included as visual aids. • SEPA TCP's PR partner created a media list including television, radio, and newspapers outlets from the region and collaborated with providers to communicate SEPA TCP messages and events to media through opinion editorials, letters to the editor, and press releases, local radio spots, and local partnerships with area businesses,

Successes and challenges in implementing this plan for a diverse region will be presented. Future potential marketing projects will also be discussed, including the use of social networking sites, like Facebook and Twitter, to market our project and services.