Work

• • Alice Ferguson Foundation
  • America’s Promise Alliance
  • DHHS, Office of Population Affairs
  • DHHS, Office on Women’s Health
  • Discovery Channel
  • Foodfit.com
  • Markit
  • NACCHO
  • National Assesment Governing Board
  • National Geographic Education Foundation
  • National Geographic Society
  • National Parks Conversation Association
  • TheBestManSpeech.com
  • Travel Channel
  • Western Resource Advocates
  • Warc
  • Testimonials

National Association of County & City Health Officials (NACCHO)

Challenge
The National Association of County and City Health Officials’ Advanced Practice Centers (APC) Program had developed an unparalleled catalog of 100+ free products and support services to advance the work of public health emergency preparedness professionals. Having reached a point of maturity with product development, the APC Program turned its attention to the need for a strategic marketing and branding campaign to drive product orders. Noral was hired to lead the effort.

Tactics
Noral embarked on a situation analysis of the APC Program and led qualitative and quantitative research efforts to uncover the target audience’s awareness, understanding, attitudes and perceptions with respect to the marketplace and the APC Program’s products and services. Research efforts included focus groups, one-on-one interviews and an online survey. The quantitative findings from the survey, then informed a Segmentation Analysis that explored the APC Program’s audience characteristics with the greatest potential to increase orders for APC products.

Results
The learning effort – and in particular, the Segmentation Analysis – identified four audience Segments: The Achievers; The Believers; The Sideliners; and The Outliers. To inform a targeted marketing approach, Noral aggregated survey responses and identified what traits (e.g., size, location), channel preferences (e.g., sources for learning about and obtaining EP resources), and content preferences (e.g., product topics and potential marketing messages) describe each segment.

Noral translated the key findings and insights from the qualitative and quantitative research into actionable plans detailed in a Strategic Marketing Blueprint report. The report included:

• a new positioning statement for the APC Program brand, and an associated messaging model
• clearly stated marketing objectives
• strategies for achieving each objective
• a menu of proposed tactics
• an integrated marketing model