Title X Project Promotion Toolkit
Welcome to the Toolkit
How do you make sure people know about your Title X services and see their value?
Title X project promotion focuses on showing your priority audiences the services that are available and why they are important and worth the effort to access. This toolkit will support you in selecting the right promotion channels (like print ads, radio and TV commercials, and paid and organic social media) for your priority audiences. It will also help you develop strategic promotional content and evaluate your promotion activities.
This toolkit was developed in partnership with Javelina, a national branding and advocacy organization.
Use this toolkit to guide the development of a project promotion plan that centers the needs, values, and preferences of your Title X project’s priority audiences. Priority audiences may be current or potential clients, or they may be others who influence their beliefs, such as parents, partners, teachers, or health care providers. Focus on one priority audience at a time as you walk through this toolkit.
This toolkit guides Title X agency leadership through the following six sections:
- Learn how a project promotion plan can help you meet Title X Program expectations
- Build the foundation for your project promotion activities
- Understand and gather information about your priority audience
- Select the right promotion channels for your priority audience
- Develop promotional content to engage your priority audience
- Evaluate your promotion activities
Many of the action steps within each section include a corresponding worksheet. Content from the completed worksheets will comprise your agency’s Title X project promotion plan. Each worksheet has instructions to guide you in transferring your worksheet content into the Project Promotion Plan template for easy reference and sharing. Consider assembling a small team committed to project promotion that will work through this toolkit and implement your agency’s plan.
The Title X Program expectations require that Title X agencies provide opportunities for community education, participation, and engagement (CPEP). Follow the steps below to better understand how this toolkit and its Project Promotion Plan template can help you adhere to—and show adherence to—CPEP expectations.
Review the Title X Program CPEP expectations.
Title X Program Handbook
Assess whether your agency is meeting Title X CPEP expectations, and learn how you can show adherence to these expectations.
Title X Program Review Tool
Create or make improvements to CPEP policies.
Title X Policy Templates
Familiarize yourself with the Project Promotion Plan template.
Title X Project Promotion Plan
A bit of foundational work can set you on the right path for creating effective messages and strategies to promote your services. First, develop or review your agency’s brand, voice, and key messages, so that you can align your Title X project promotion activities with your agency’s mission and communication approach. Then establish your project promotion goal, priority audience, and objectives.
Keep in mind that no one promotion strategy will reach or resonate with everyone. So even though your agency likely has multiple audiences to whom you want to promote your services, you will want to focus on one priority audience at a time as you walk through the steps in this toolkit.
Develop your agency’s core brand identity, voice, and key messages (or review your agency’s existing communication plan).
Agency Brand Worksheet
Establish the goals, priority audience, and objectives for your project promotion activities.
Setting Your Project Promotion: Goal, Priority Audience, and Objectives Worksheet
In order to promote your family planning services, you first need to understand your priority audience—not just their demographics, but also their behaviors, attitudes, beliefs, and needs.1 Even if you are familiar with your priority audience, gathering information about them is important; you will inevitably be surprised by what you learn. Use this information to help you craft tailored, effective promotion messages and strategies.
Identify what you know about your priority audience and what more you need to learn.
Your Priority Audience: What You Know and What You Need to Learn Worksheet
Gather information about your priority audience to strengthen your understanding.
Gathering Information about Your Priority Audience: A Methods Overview
Family planning agencies can choose from a variety of promotion channels—print ads, radio and TV commercials, paid and organic social media, and more—to advertise their services. When selecting your promotion channels, it’s important to take into account the channels that your priority audience uses, the strengths and limitations of each channel, and your internal capacity.
Learn about the strengths and limitations of various promotion channels.
Project Promotion Channels Overview
Select promotion channels that align with your project goals, priority audience’s preferences, and organizational capacity.
Selecting the Right Promotion Channels Worksheet
Plan the tasks you need to complete to implement your promotion strategies.
Project Promotion Implementation Planning Worksheet
Effective family planning communication involves creating promotional content—like social media posts, print ads, and radio ad scripts—that your priority audience can easily understand, relate to, and act on. Keep in mind: Content that inspires action among one group of people may not resonate with other groups. Therefore, it is key to develop content that reflects your specific priority audience’s knowledge, attitudes, and behaviors and that takes into account the unique social and environmental factors that influence them.2 Also, remember to align these messages with your organization’s core brand identity, voice, and key messages (see Section 2: Build the foundation for your project promotion activities).
At this stage, it will be valuable to involve people from your priority audience in the planning and development of your promotion strategies. By incorporating community feedback early—before you launch promotion activities—you can be more confident that your strategies and content will succeed.
Develop effective promotional content.
Developing Promotional Content Overview
After finalizing content, engage vendors or other collaborators needed to shape or implement your project promotion activities (e.g., video producers, graphic designers).
Plan to collect and track data on your promotion activities and outcomes. You can then use this data to evaluate the effectiveness of your efforts and determine if your investment in these activities is well placed. Also, take stock of your completed Project Promotion Plan and consider making adjustments to it.
Think through what data you need to collect and track so you can evaluate your project promotion efforts.
Evaluating Your Project Promotion Efforts FAQ
Review your completed Project Promotion Plan to ensure it meets the expectations for “suggested evidence” provided in the Title X Program Review Tool.
Title X Program Review Tool
Implement your project promotion activities and track evaluation measures.
Use evaluation data to adjust your promotion approach or future promotion efforts, as needed.
Promotion is a key part of increasing access to services, but it is also important to consider:
- Have you done everything you can to ensure the family planning services you provide are high quality and meet people’s needs?
- Have you done everything you can to lower the costs of accessing your services (such as effort, time, lost wages, and child care)?
- Have you done everything you can to make your services convenient to access? (For example, consider clinic hours, telehealth availability, and public transit accessibility.)
If you answered “no” to any of these questions, consider checking out the Reducing Barriers in Access to Care Virtual Tour. This virtual tour has recommendations and resources you can use to address common barriers to care.
1 & 2. World Health Organization. (1997). Communicating Family Planning in Reproductive Health: Key Messages for Communicators.
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