Center for Innovation and Engagement (CIE)

Impact Marketing + Communications (Impact Marketing) was engaged by the National Alliance of State and Territorial AIDS Directors (NASTAD), Health Equity Team to help launch the Center for Innovation and Engagement (CIE). NASTAD is a leading non-partisan, non-profit association that represents public health officials who administer HIV and hepatitis programs in the U.S. and aims to make measurable differences in achieving equity in healthcare. The CIE project, funded by the U.S. Department of Health, Health Resources and Services Administration, HIV/AIDS Bureau focused on identifying, cataloging, and disseminating evidence-informed interventions that link, re-engage, and retain people with HIV in care. After applying a rigorous review process to identify the most promising HIV interventions across the country, NASTAD needed help in branding the project, elevating awareness about this work, and developing and disseminating replication materials to get them into the hands of providers making real and meaningful change for their patients and communities.

Impact Marketing worked closely with NASTAD to develop 16 intervention implementation guides, summaries, fact sheets, and tip sheets. In addition, Impact conducted a branding retreat with NASTAD staff and key influencers to develop a brand identity for CIE—one that would resonate with healthcare providers, researchers, and health department staff as well as social support staff along with LGBTQ and other communities disproportionately impacted by HIV. Impact Marketing created branded content including the CIE logo, presentation decks, a dedicated website (www.CIEhealth.org) available in English and Spanish, an editorial calendar and associated listserv, content and graphics for NASTAD’s social media channels, web banners, a series of promotional videos for the project, blogs, COVID-19 considerations, technical assistance training videos, brand ambassador training, co-branded materials and guidance for strategic partners, branded templates, a coming-soon marketing sheet, and the branding for a cost calculator tool and corresponding guide for replicators. The project and its associated materials were widely disseminated to health departments and organizations across teh U.S., are also listed on a leading U.S. Department of Health training website where they receive high-traffic and downloads, and have been featured in a recent Best Practices Compilation.