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Milton Community Youth Coalition |
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We worked with the Milton Community Youth Coalition (MCYC), one of Vermont’s substance abuse prevention community coalitions, to plan their annual spring social marketing campaign. The 2011 campaign shifted from focusing on middle school students to their parents/guardians/family members, brought a larger Milton community focus to their campaign and coincided with the Vermont Department of Health’s Parent Up campaign. After providing consultation to MCYC and student interns on formative research confirm communication channels and a campaign theme, we developed long-term goals, for prevention rather than intervention, communication objectives and metrics, key messages and identified communication vehicles that would be used throughout the campaign, including posters, Google AdWords, social media strategy and tools training, a new campaign webpage on the MCYC website, paid advertising, a family event, fact sheet, and articles using unpaid media/PR.
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