![[ Visit Client Website ]](images/banner.gif)
Learning Objectives
At the conclusion of this presentation attendees will be able to:
- Attendees will be able to recognize the benefits of working with your neighboring state, particularly if you share overlapping direct marketing areas (DMAs). Through collaboration both states were able to seamlessly integrate consistent messages. Not only did this provide both states the opportunity to provide consistent messaging, but it also created a huge benefit by saving programming time and money.
Key Points: 1) Your state can benefit by sharing strategies to accomplish common goals in tobacco prevention 2) By coordinating efforts, cost savings can be realized.
Educational Experience: Prior to 2008, ND did not have prevention funds to implement a program.
To shorten the learning curve, ND collaborated with its Minnesota neighbors. We discovered that our program goals and delivery methods were similar.
Another similarity was a shared designated marketing area (DMA). Two of North Dakota’s highest populated cities are within this DMA so it is critical that our messages were coordinated to not confuse our audiences. Through research, we discovered ND residents in the overlapping DMA were more informed about the harms of tobacco. It was apparent that MN’s marketing efforts were paying off in ND.
Since MN’s goals and strategies mirrored ours, it was important to mirror similar themes, messages and tag lines.
The proof the program’s effectiveness came through when people responding to commercials did not recognize the difference in from ND’s ads versus MN’s ads. The fact is that tobacco use and its harms DO NOT RECOGNIZE BORDERS.
Benefits: Through collaboration, we are able to effectively reach our target population with strong, effective messages. MN was generous by sharing research results, message concepts and strategies and ND was able to seamlessly launch a program to strengthen the goals in both states.