Cookerly Gives Pollution Prevention Assistance

Overview

The Pollution Prevention Assistance Division (P²AD) is a nonregulatory division of the Georgia Department of Natural Resources. Since 1993, P²AD has provided free, confidential environmental technical assistance in the areas of pollution prevention, resource conservation, waste reduction, by-product reuse and recycling. P²AD's clients include the manufacturing industry, commercial

Objectives

As a sponsor and partner of The Clean Air Campaign, P²AD was familiar with Cookerly's work and retained the agency to assist with its marketing efforts. Cookerly was charged with developing a comprehensive marketing communications plan; revising and

Strategy and Tactics

Cookerly recommended that P²AD take advantage of its 10th anniversary to develop a strong brand. To this end, the agency:

• Developed a theme for the anniversary, "A Decade of Environmental Leadership" along with an anniversary logo
• Created a standards manual to ensure consistency and credibility
• Recommended the transformation of the division's partnership program, transforming it from an awards program to a true business and governmental partnership that implements environmental change in businesses across the state
• Branded and launched the new P²AD Partnership Program
• Launched a media relations campaign, providing examples of P²AD's successful work with organizations across the state.

Results

P²AD's visibility increased consistently, with prominent placements in media including CNN, Atlanta Journal-Constitution and Atlanta Business Chronicle. In less than six months, Cookerly placed 57 stories, with an audience reach of more than 12 million and an advertising

In place of a once-a-year awards program, P²AD now has a year-round Partnership Program which allows P²AD to serve as a true consultant and partner to these organizations. The launch of the Partnership Program was a success, with more than 30 organizations signing up during the first enrollment period.