KEYWORDS:
Creative materials; flu campaign; market research; strategic planning; Internet; print materials

BACKGROUND:
Each year the National Immunization Program develops communication materials to promote influenza immunization. The print, broadcast, and Web creative materials have all been extremely effective, and this is a direct result of preliminary research and strategic planning. The creative staff are included in the early planning stages and have input in the research questions. They are also an integral part of the communication planning process.

OBJECTIVE(S):
Demonstrate how communication research and strategic planning are necessary for producing effective creative products.

METHOD(S):
Extensive research on public knowledge, attitudes, and beliefs was conducted in 2000, and additional research with partners in government and professional organizations was added in 2001. Because these partners play a key role in communicating with the public about influenza immunization, they were asked about key messages for their patients, what kinds of materials they needed, and how they would like to receive these materials. A communication plan was created for developing and disseminating materials while making optimal use of available funds. The creative staff was given the results of the research and played an integral role in planning the promotional campaign, developing the messages, and selecting the communication media.

RESULT(S):
It was demonstrated that, before they begin the creative process, creative teams need the following information about the primary audience: attitudes, knowledge, and beliefs; how they prefer to get their information; the action or behavioral change being promoted.

CONCLUSIONS(S):
Creative staff should be involved in preliminary planning activities, including message development, concept development, and medium selection and evaluation.

LEARNING OBJECTIVES:
Concrete examples of how this information impacted the quality and effectiveness of both the 2001 flu print materials and website will be used to demonstrate why creative development teams need to be included early in the planning process.