Non Profit: Asian American Health Initiative

Project

Create award-winning marketing materials for new government service

Situation

Public Health Service solicited bids to provide marketing support for a new program serving diverse Asian American audiences. The challenge was to identify and communicate available health services to multiple, resident Asian American cultures. Maier & Warner PR won the bid, proposing a sophisticated package of design, writing, printing and website creation.

Strategy

• Worked closely with program managers to identify all Asian American constituents
• Researched sensitivities of Asian American populations to health issues • Worked with New York ad firm specializing in Asian American marketing to create logo
• Wrote complete text for marketing materials and website
• Identified and managed appropriate designers to provide multiple design choices
  
• Created outstanding marketing materials and interactive website

Results

Public Health Service recognized the complete marketing package as innovative and a cut above the quality of communications it had come to expect. The response from Asian American audiences was far better than anticipated.