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Many business owners erroneously think that marketing is something you do at the beginning of your new business and then periodically when the need arises. Many fail to set a marketing budget and instead spend money when the mood strikes them, or that nice young salesperson comes calling.
Periodically (every 6 months perhaps) you should look at your efforts and adjust accordingly.
Remember too that business success is not a matter of luck, but preparation and action in combination. Newsletters are great social media marketing tools to build loyalty, inform and drive traffic to your website or other education marketing. Is your marketing strategy for a new product or a re-launch of an existing product you may have improved upon?
If you are not experienced in writing headlines, or sales copy, then you may consider hiring a professional copywriter. Notice that the benefits are not about what the product has or is made of, but what the product (or service) will do for your customer. When writing your benefits, keep the message short, often times breaking the copy up into what is called scatter copy; small chunks of information that can be seen quickly and read quickly on your sales sheet or brochure (Read this article on chunking). If you are not good at graphic design, then I recommend hiring a professional graphic designer to assist you with your marketing collateral.
The final step for developing a marketing communications strategy includes the creative brief. The creative brief is exactly that, a brief that describes the creative work to be completed, plus some additional information. Provide some information about your target audience, who you are trying to reach, age, ethnicity, socioeconomic status, etc.
In previous lessons, we talked about the policies that are effective at reducing tobacco use, but we have not discussed the strategies that make these policies and programs successful. Identify the five steps that go into implementing a tobacco control program in your state and community. Implementing tobacco control programs is a process that requires patience and perseverance.A A  Much time and effort is put forth by program staff and committed community organizations to plan for, carry out, and evaluate tobacco prevention and control programs.
The first step in the process of tobacco control program implementation is finding stakeholders to work with you. Each community group has its unique stake in reducing tobacco use and therefore requires a different way of persuading decision makers to change policies, to promote tobacco control programs, and ultimately to reduce tobacco use. To build advocacy support for policy interventions, you must work collaboratively with others in your community.
In the strategic planning process, key stakeholders and community members develop a shared vision and the steps needed to move toward the outcomes needed to realize that vision. We suggest working with consultants who provide training and technical assistance on strategic planning.
Success often depends on being able to build infrastructure for your program and increase its capacity to take on projects. Evaluation is an essential step in establishing whether or not your program is effective a€“ which is key to securing funding and sustaining your program. Evaluation Toolkit for Smoke-free Policies is designed specifically to help evaluate local smoke-free laws. Key Outcome Indicators for Evaluating Comprehensive Tobacco Control Programshas information on 120 key outcome indicators used in evaluating state comprehensive tobacco prevention and control programs.
Introduction to Process Evaluation in Tobacco Use Prevention and Controlhelps with designing and implementing valid and reliable process evaluations.A  It also shows the links between program activities and results. Sustaining a tobacco control program can be challenging for several reasons: budget cuts, lobbying pressure by competing commercial interest groups, other health issues taking priority, and political concerns.
Consulting with states and territories on how to develop sustainability plans tailored to their environment to build support for their future tobacco control endeavors.
Researching best practices for tobacco control programs and providing the results to state tobacco control programs. Create a strategic plan that clearly communicates the program’s vision, goals and objectives.
Engage diverse, skilled, and active stakeholder leaders to represent your impact in communities.A  Their voices will be heard as authentic concerned citizens who see the long-term benefits of comprehensive tobacco control programs. Keep tobacco issues in the news media with stories about both the dangers that tobacco presents and the accomplishments of the program.A  Keeping tobacco in the media should be part of the strategic plan. Let’s take a look at how one state used some of these strategies to overcome funding cuts to its tobacco control program.
In 2003 and 2004, Colorado legislators cut tobacco control funding to less than one sixth of the minimum recommended by CDC. As a result of these efforts, a statewide referendum was passed that included a $0.64 per pack increase in cigarette excise taxes as well as a new excise tax of 40% of the manufacturer's list price on non-cigarette tobacco products. In the next section of this lesson, we will focus on state and community policy and system-based approaches proven to reducing tobacco use that work towards achieving these goals. The first tobacco control goal described in CDC’s Best Practices is to prevent young people from starting to use tobacco. The Tobacco Control Legal Consortium in its 2012 publication Cause and Effect: Tobacco Marketing Increases Youth Tobacco Use presents several policy options for states and local communities that impact point-of-sale tobacco marketing to youth. Another way to change social norms is through counter-marketing the tobacco industry’s marketing. The next goal in CDC’s Best Practices is to encourage adult and young people who use tobacco to quit.
We know that the number of tobacco users attempting to quit after smoke-free laws pass is higher than before a smoke-free law is passed, giving us a unique opportunity to maximize the positive effect that a new smoke-free law has on both exposure to secondhand smoke and on quit rates. Brief clinical interventions consist of a doctor taking 10 minutes or less to deliver advice and assistance about quitting. Counseling can be in person, over the phone, or through web-based support.A  Counseling provides a smoker with the support and resources needed to quit tobacco use for the long term.
Cessation medications, whether available over the counter (such as nicotine gum) or by prescription (such as Chantix) are all approved by the FDA to help smokers gradually decrease their dependence on nicotine. Health care providers must be trained to effectively intervene with their patients about the hazards of tobacco use and refer them to quitlines and other treatment options. Worksite wellness and health center programs need to include education about the harms of tobacco and referral to cessation programs including quit lines. Payment for cessation treatments need to be covered by Medicaid, private and public health insurance and managed care. As described in Part Two, Lesson Three, there has been much progress in increasing the number of smoke-free policies throughout the country.
It can be much more difficult and time consuming to convince business owners to enact voluntary policies one by one than to work directly with a mayor or city council.
There are few consequences for noncompliance with voluntary policies, compared to regulatory efforts, where legal consequences (e.g.
Voluntary policies are not permanent and can be eliminated easily with changes in ownership or management. Ventilation Provisions: Having ventilation systems cannot completely remove the cancer-causing and toxic chemicals in secondhand smoke. Exemptions for tobacco retail shops, cigar bars, and hookah bars: These exemptions, although once common, are no longer the norm. Exemptions for (non-tribal) casinos and gaming establishments: Casino workers, like other workers, deserve complete protection from secondhand smoke. The progress in the adoption of comprehensive smoke-free public and work places policies doesn’t mean the battles for smoke-free places are over. Multi-unit housing: Many properties are going completely smoke-free, and several states now have programs underway to support the adoption of smoke-free housing policies. College and worksite campuses: Smoke-free and tobacco-free campus initiatives for worksites and college campuses are underway in many communities. Visit the Americans for Non-Smokers Rights website for an excellent list of smoke-free multi-unit housing resources and tools. Visit the Tobacco-Free College Campus Initiative website for information on tobacco-free college campus efforts.
Now we come to the fourth goal of a tobacco control program, eliminating tobacco-related disparities. As we said previously, some populations have a higher than average rate of tobacco use and tobacco-related death and disease.
Next, we will discuss strategies that move use closer to health equity by working to eliminate tobacco-related disparities.
It is important to note that national and even state data may not correspond with the data for your community.
Incorporate achieving health equity by eliminating disparities into program activity plans. Evaluating the process used and the results will lead to more effective use of resources in the future. When you use comprehensive, evidence-based practices that focus on policy and systems change, the results can be both population wide and community specific, and often lead to reductions in tobacco-related disparities.


A county smoke-free workplace law benefits the entire population, but benefits workers in the affected establishments the most.
Changing health care systems often creates opportunities to target providers and systems that serve populations with tobacco-related disparities. The American Legacy Foundation supports innovative approaches to reaching populations with tobacco-related disparities.
One common principle in achieving results across all four of the goals discussed is that tobacco control programs cannot do it alone. We looked at several ways in which tobacco control programs can work to become sustainable over the long-term. The field of tobacco control mobilizes communities to apply evidence-based strategies that repeatedly demonstrate that the public health approach to tobacco control is effective at reducing tobacco use.A  The road to success can be a long one, but is worth the effort.
The five steps that go into implementing a tobacco control program are: 1) Engage stakeholders, 2) Develop a strategic plan, 3) Implement the program, 4) Evaluate the program, and 5) Sustain the program. The same messages can be used to recruit all types of community partners, since tobacco affects them all in essentially the same way.
Sustaining a comprehensive tobacco control program should be an on-going activity for you and your partners.
Cessation treatments and services are most effective when used alone instead of in combination. Which of the following strategies was NOT mentioned in this lesson as an effective way to prevent youth tobacco initiation?
How well do you think your state is doing in terms of meeting the four goals outlined in Best Practices?
Slide 3, 4, 5: Fawcett SB, Paine-Andrews A, Francisco VT, Schultz JA, Richter KP, Lewis RK, Williams EL, Harris KJ, Berkley JY, Fisher JL, Lewis CM. Tobacco Marketing Increases Youth Tobacco Use - Findings of the 2012 Surgeon General’s Report. However, I have written a digested version for developing a marketing communications strategy that can be used for most small to mid-sized businesses (SMB’s). It helps them organize and focus their marketing communications objectives, mainly for their individual sales campaigns.
A A well-written marketing piece can be worth its weight in gold, not to mention your bottom line. Avoid using highly technical jargon without explaining it, unless, your audience is familiar with the terms. Whether you are planning on hiring a professional agency or graphic designer to develop your creative deliverables or marketing collateral, television advertising, website, or radio advertising, you need a plan. Glad you where able to learn something from 5 Steps for Developing a Marketing Communications Strategy!
There are five major steps to get a program up and running and to make sure it is sustained long term. Tobacco control programs must last long-term in order to have a significant impact, so planning how to sustain a program should occur throughout the life of the program. We will look at each of the four goals outlined in Best Practices and talk about strategies that work in both states and communities.
Stakeholders are people in the community who are interested in or are affected by tobacco use.A  Engaging stakeholders and partners for your program is often the hardest part of getting a program up and running. Engaging stakeholders will help to mobilize the community into wanting to change and then working towards change.A  A well-informed, diverse, and broad-based community collaboration is necessary to change policies and social norms. Sometimes talking to the right people has a domino effect - one interested party will introduce you to another.
Giving every stakeholder and partner a voice and an opportunity to participate meaningfully in your program and policy change efforts will lead to the greatest opportunities for success. A coalition brings together individuals and organizations with diverse skills and expertise to address a specific issue. The diagram below depicts an overview of the strategic planning process, which involves continually reviewing results and revising the plan.
The CDC has strategic plan consulting services as does Emory University’s Tobacco Technical Assistance Consortium (TTAC). It helps in planning, designing, implementing, and using the results of comprehensive evaluations of tobacco control programs. Planning how to sustain your program should begin as soon as you have the idea for a program, continue during strategic planning, and never stop throughout the life of the program. Share the plan with potential funders to show them how the program will save lives and reduce health care costs.
Focus on how the tobacco industry changes its products and market practices to attract youth. Much success in funding is attributed to having good personal and professional relationships. Turn data into understandable information by providing clear and concise progress reports that quantify the program’s results. To be relevant to several different audiences, these stories should be presented in a variety of media. Citizens for a Healthier Colorado and the State Tobacco Education and Prevention Partnership worked together to return funding to adequate levels by raising voter awareness of the legislature’s cut in funding through a well-funded media campaign.
Funds were earmarked revenues for health programs and at least $25 million (16% of expected revenue) was allocated each year specifically for tobacco prevention and treatment. The Guide to Community Preventive Services (often referred to as the Community Guide) analyzes research findings to learn which interventions work to achieve these goals. It is widely believed that preventing adolescents and young adults from becoming smokers will, in the long run, do the most to reduce smoking prevalence and the resulting death and disease caused by tobacco. As we have stated already, one of the most effective policies to discourage youth from starting is to raise the price of tobacco products. The 2012 Surgeon General’s Report found that advertising and promotional activities by tobacco companies cause the onset and continuation of smoking among adolescents and young adults.
The impact and efficacy of these policy options are still being evaluated and some have resulted in legal challenges.
Another important tactic in protecting adolescents and young adults from tobacco is changing social norms. Counter-marketing means that tobacco control organizations produce and disseminate advertisements that respond to the advertising claims of the tobacco industry.
Smoke-free policies can motivate people to quit as these policies make it more difficult to find a socially acceptable place to smoke.
Laws that increase the cost of tobacco products have also been shown to increase tobacco quit rates as high cigarette prices induce smokers to quit.A For example, every 10% increase in the price of cigarettes reduces overall cigarette consumption by approximately 3-5%. Quitline counselors are usually available by phone, but they may also work with a smoker via the internet or e-mail.A  They provide information as well as counseling. For cessation interventions to be effective in getting a large population to quit tobacco, the approaches must be comprehensive and well integrated.
That requires using all the communication methods available nowadays a€” not just brochures, but mass media advertising campaigns that include social networking methods like Facebook and Twitter.
The health care system needs to make asking about tobacco use as routine as checking blood pressure. The best way to do this is through 100% smoke-free laws and policies for public places and worksites.
In the past, most local smoking ordinances were considered self-enforcing, and the vast majority of businesses and smokers complied with a law's provisions. Preemption is a provision at one level of government (usually federal or state) that prevents a lower level from enacting stronger laws on an issue that exist at the higher government level. The Fundamentals of Smoke-free Workplace LawsA provides a very good foundation of the steps to follow leading to the passage of an effective smoke-free policy and lists several provisions to avoid in the process of drafting and negotiating smoke-free policies.
Going 100% smoke-free not only protects employees and patrons, but also protects business owners’ bottom line for both the short and long terms. The tobacco industry and other opposition groups continue to assert that these establishments warrant exemption. The gaming industry has extremely deep pockets and is willing to spend countless dollars joining the tobacco industry and fighting smoke-free laws.A  Although tribal casinos are under the jurisdiction of a tribe, non-tribal casinos should be included in comprehensive smoke-free policies.
Peer-reviewed studies that examine objective measures such as sales tax receipts and employment levels have consistently found that this is not the case.
Public housing authorities are expanding their number of smoke-free units and in some cases making all of their properties smoke-free. Tobacco-free campuses create environments in which tobacco users find it easier to reduce their consumption or quit altogether.
Health disparities are types of unfair health differences closely linked with social, economic or environmental disadvantages that adversely affect groups of people.
Populations with tobacco-related disparities, as well as the causes of these disparities in the population, can vary significantly from place to place.Check your state and local data to identify tobacco-related disparities in the populations you reach. The population groups may be relatively small, necessitating the use of supplemental surveys to obtain reliable data. These activities should be related to preventing initiation among young people, promoting cessation, and eliminating secondhand smoke exposure.
Documenting the improvements in reducing disparities brought about by your program helps build the case for continued funding and a long-term program.


Frequently workers in the hospitality industry are lower income and may represent minority populations disproportionately. The state of Massachusetts expanded Medicaid insurance benefits to include cessation treatments and paired that change with an education campaign for both health care providers and people on Medicaid.
The Head Start Tobacco Cessation InitiativeA  is an example of integrating tobacco control practices into an established educational program serving low-income families. Success will come through working in partnerships with organizations and community members. There are many ways that tobacco use takes a toll on the people, businesses, and health care systems where you live and work. Using empowerment theory in collaborative partnerships for community health and development. Raising Cigarette Taxes Reduces Smoking, Especially Among Kids (and the Cigarette Companies Know it).
The Health Consequences of Involuntary Exposure to Tobacco Smoke: A Report of the Surgeon General, 2006. You can even adapt the list for individual marketing communication campaigns or individual marketing collateral, such as your company brochure or service brochure. If you feel you have additional information you want to contribute to the list, feel free to contribute using the comment section below. All too often I come across business owners who have little to no writing experience, who attempt to articulate their message, just to discover that the message does not convey what they want to say. What is your take on how and what I should communicate to that donor to get his money but give away the bebefit. We will discuss the how of planning, implementing, evaluating, and sustaining effective programs to achieve the four goals described in Best Practices. Who you want as partners varies depending on whether you are establishing a government (state, county, or city) program or a nongovernment program.
The skillful part of this process is recognizing which groups would be good partners, how to persuade them to partner with the program, and how to use their voices to best advantage. Coalitions enhance state and local tobacco control efforts by mobilizing communities, advocating for policies, and changing social norms. Program capacity paired with stable and adequate funding are required to achieve long-term results. A Every successful element of a comprehensive program helps create the case for sustaining support for tobacco control. The campaign educated voters and legislators about a health care crisis occurring in Colorado that could be addressed by tobacco excise tax revenues. This brought Colorado to the CDC-recommended minimum funding level for its comprehensive tobacco control program in 2005. The Community Guide is an essential resource to help programs to select strategies and interventions that are evidence-based and address population needs. For every 10% increase in the price of cigarettes, young adult smoking drops by about 3.5%, and youth smoking drops about 6-7%. The 2009 Family Smoking Prevention Act prohibits tobacco companies from targeting young people by putting in place several product regulations and restrictions that protect youth. This can be accomplished through policies that reduce tobacco use, such as increased excise taxes and smoke-free laws.
Just as young people are susceptible to messages that encourage them to begin tobacco use, they are also susceptible to messages that encourage them not to start or to quit.
The Best Practices Users Guide for Youth EngagementA focuses on the role youth play in advancing policy as part of a comprehensive tobacco control program and encourages local tobacco control programs to enlist young people to advocate for your program in your community and to help with smoke-free policies in their schools.
Tobacco-free policies may also have the same effect for users of smokeless tobacco products. Brief clinical interventions, counseling, quitlines, and cessation medication are all effective independently, but are most effective when used in combination. Some quitlines also provide their nicotine replacement therapies at no cost or reduced cost.
Smoke-free air policies protect nonsmokers from exposure to secondhand smoke and also reduce the number of smokers and number of cigarettes smoked. We will discuss a few of the most common barriers and traps to avoid when enacting smoke-free laws next. Voluntary policies are often used in private settings where there is less precedence for governmental regulation.A  Promoting voluntary smoke-free environments can also act as a first step to lay the groundwork for a citywide ordinance or a statewide law, and can be useful in educating business owners and the public. Although most business owners and smokers still readily comply with smoke-free laws, a comprehensive implementation plan, including well-drafted regulations and penalties, should be in place to anticipate and address potential enforcement problems. A One of the tobacco industry’s favorite tactics has been to lobby state legislatures to preempt local smoke-free laws. These provisions are inconsistent with the purpose of smoke-free policy, which is to protect all people, including workers, from secondhand smoke. If an organization has employees, it should be treated like any other workplace and offer the same protections for their employees. A Policies in privately owned housing are voluntary and come about by tenants taking action and educating owners and landlords about economic advantages of becoming smoke-free. One 2010 study found that among state-owned treatment facilities in Oregon, only 15% had voluntarily implemented 100% smoke-free campus policies, and 47% offered cessation resources at patient discharge. In a college setting, this will help decrease the higher tobacco use rates among young adults.
You will need to use strategies that have been shown to work best with the particular population at hand, and engage the population in the process. A comprehensive ban of smoking in restaurant bars can lead to eliminating disparities in exposure to secondhand smoke. The result was more successful quit attempts and decreased smoking prevalence among a population with historically high rates of smoking. The Initiative allowed Head Start and tobacco control programs to achieve their shared objectives related to the development of healthy environments for children and families and to systematically address the issue of tobacco cessation and secondhand smoke exposure.
Many states have adopted a healthy community approach where individuals, agencies, and organizations work together to take on a complex mix of social, cultural, economic, and political issues in order to discourage tobacco use.
Your job is to reduce that toll, and many communities across the United States have begun to make amazing progress by engaging in strategies that work to reduce tobacco use and eliminate disparities by increasing the price of tobacco, enacting and enforcing smoke-free air laws and policies, and providing systems-based cessation services. Feel free to reference this infographic and chart from the Tobacco Control Network to get started. If you feel you are not qualified to develop your marketing collateral, it is best that you hire a professional to do the work.
Tobacco control coalitions form to reduce the burden of tobacco use and shape tobacco-free norms so that tobacco becomes less desirable, acceptable, and accessible.
It focused on how the funding would be protected to address not just tobacco prevention, but also the detection and treatment of cancer and heart and lung diseases. Raising the price can be accomplished through increasing excise taxes on tobacco products at the federal, state, and local level.
It also removed a federal prohibition for states and communities setting their own more strict standards for tobacco market. An example of this is the American Legacy Foundation’s TruthA® Campaign, the largest youth focused smoking prevention campaign in the country. It is important to remember that successful quitting is difficult, and often requires multiple attempts over a period of years. However, the consensus among tobacco control organizations is that comprehensive smoke-free policies should be put into place by ordinance, regulation, or law rather than voluntarily.
This tactic shifts the struggle for smoke-free air from local jurisdictions, where grassroots smoke-free advocates have the upper hand, to the state legislature, where the tobacco industry wields substantial influence. All employees, no matter where they are employed, deserve the right to breathe clean air at work. Health equity is achieved when each person has the opportunity to realize his or her full health potential and no person is disadvantaged from achieving this potential because of social position or other socially determined circumstances.
National data from national survey results are posted on the CDC website, and the National Networks for Tobacco Control and Prevention are also important resources for programs as they plan and implement activities to reduce tobacco related disparities. Plan to reach out to these populations utilizing a community member to act as a spokesperson for the program. Department of Health and Human Services, Centers for Disease Control and Prevention, National Center for Chronic Disease Prevention and Health Promotion, Office on Smoking and Health, 2010. If you have any suggestions or additional thoughts on developing a marketing communications strategy I would encourage you to leave a comment below. Coalitions have also been proven to be effective community interventions, as their efforts work to change social norms through policy change and lead to decreased morbidity and mortality. It also explained how increasing tobacco taxes would decrease youth tobacco initiation and noted that Colorado’s cigarette excise taxes were among the lowest in the country at the time.
Department of Health and Human Services, Centers for Disease Control and Prevention, National Center for Chronic Disease Prevention and Health Promotion, Office on Smoking and Health, 2012.



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