ALA PARTNERED WITH MARKETING KEYS TO OPTIMIZE THEIR MESSAGING, MEDIA PLANNING AND BUYING.
The American Lung Association is a voluntary health organization whose mission is to save lives by improving lung health and preventing lung disease through education, advocacy and research. The ALA partnered with MK to optimize their messaging, media planning and buying mainly working on the Illinois Tobacco Quitline and Vehicle Donation pgms.
First, MK established the creative messaging along with a statewide multi- media strategy focused on both online and offline media including radio, tv, out of home, print, direct mail and targeted display. Next, MK established a media mandate that required each media member to give an equal amount of earned media (donated media) from the paid media schedules.
Marketing Keys helped the ALA’s Illinois Tobacco Quitline grow its annual call volume from 10,000 calls to 90,000 calls through an effective messaging campaign coupled with a synergistic multi-media strategy that included hundreds of thousands of dollars of earned (donated) media each year. As CEO Harold Wimmer had stated about the partnership with Marketing Keys, “It’s an edge that we simply wouldn’t have on our own.”