Local PSA Outreach A Webinar on How to Maximize PSA Exposure in Your Market

Local PSA OutreachA Webinar on How to Maximize PSA Exposure in Your Market

Presented by:

Goodwill Communications

Presented to

Social Security Administration’s

Public Affairs Specialist Network

Webinar Agenda

Why Local Outreach Is Important The PSA Environment The Media Mindset Local Role—Public Affairs Specialists Network Local Outreach Process Campaign Evaluation Follow-up Procedures The Takeaway

Using Patty Duke average values, 30 new TV stations is worth approximately $1,100,000 in media value

$0 $200 $400 $600 $800 $1,000 $1,200

5STNS

10STNS

20STNS

30STNS

VALUE OF TYPICAL SSA TV PSAs

Using Patty Duke SIGMA Values Values in Thousands

Why Local Outreach Is Important

Local Stations Think Locally! IMBY Show Stations Why SSA is So Important to Their Viewers

Why Local Outreach Is Important

The PSA Environment Competition for Free Air Time is Intense

– 39% of stations receive eight to 30+ PSAs per week

The PSA Environment Why Marketing to Gatekeepers is Important:

– They are: • Managing a non-revenue department• Overworked and understaffed• Inundated with PSAs

– Bottom line: If they don’t play it, no one sees it

The Media Mindset

Revenues and Ratings Matter Most – They achieve them by Relevance and Recognition

Where PSAs Fit

Steps:– Review distribution reports prior to station contact

– Go to www.goodwillcommunications.com

– Enter user name and password

– Click on Distribution Reports

Local Role—PAS Network

Access SSA Online Distribution Reports– Select your state


Review reports for your territory Focus on the stations which are not playing your PSAs Out of the 1150 stations we send your PSAs to 783 or 68% are users Red arrows denote stations not using SSA but using others Data is exportable to Excel for custom manipulation


Preparing for Media Contacts– Go to www.psaresearch.com/psaprimer.html

Make an appointment Be familiar with station’s programming Share creative

– Why is the message important?– What happens when the public responds?

Keep it short! Prepare leave behind materials

– Storyboard of the PSA*– The State Statistics Fact Sheet – The “What You Can Do Online” Fact Sheet

*We can send in digital format

Local Outreach Process

Local Outreach Process

Media Contact Scenarios– Wrong person on our distribution list or wrong address

– Important station missing from distribution list• Response: use online survey feedback form

Local Outreach Process Media Contact Scenarios

– Did not get the PSA; want different format• Response: refer station to download site

www.goodwillcommunications.com/PSADigital.aspx

Create local media contact report– Name of person contacted, date and expected outcome– Send contact report to Goodwill via feedback survey

Study future evaluation reports

Was there a change in usage?

We are developing correlation software– Report showing where contacts were made– Will show if there has been a change in usage

Contact/Evaluation Correlation

Contact/Evaluation Correlation Custom Reporting

– We can break usage out by regions

$24,869

$172,872

$248,268

$789,732

$527,409

$667,824

$214,192

$187,586

$87,678

$61,406

$0 $200,000

$400,000

$600,000

$800,000

$1,000,000

1

2

3

4

5

6

7

8

9

10

SIGMA TV Values by Social Security Office

Contact/Evaluation Correlation Custom Reporting

– Interactive map showing various levels of usage by state

Saying thank you personally works! Different techniques:

– Follow up with an e-mail– Send a written thank you note

Follow-up Procedures

The Takeaway Distribution vs Placement: We Can Get Materials to Stations; You Sell Them

The Best Marketer Wins the Battle for Media Time

You are Change Agents – Short Term: Convert Non-users to Users– Long term: Develop Sustaining Relationships

Give Us Your Feedback

Visit www.psaresearch.com

Local PSA Outreach A Webinar on How to Maximize PSA Exposure in Your Market

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Transcript of Local PSA Outreach A Webinar on How to Maximize PSA Exposure in Your Market