Media Campaigns from Media Campaigns from Maine, Oregon and Maine, Oregon and OntarioOntario

Presentations by Amy Olfene (ME), Colleen Hermann-Franzen (OR), and Joanne Di Nardo (ON)

Paid Media Paid media campaigns are costly, but the

experience in Maine has proven that there can be dramatic payoffs.

In 2006/2007, the Smoke-Free Housing Coalition expended over $35,000* in funding from the Partnership For A Tobacco-Free Maine (PTM) and the Robert Wood Johnson Foundation into a media campaign that spanned over six months. This campaign included radio, web banners, e-

blasts, posters, mailings, a video and more.

*Thanks to the generous funding of PTM, the Coalition received free creative services from the marketing firm, CD&M Communication, and was only responsible for supplies and production of the following campaign items. For this campaign, the total in-kind funding totaled just under $13,000.

Cost-Benefit Radio Campaign

3 months, 540 spots on 10 radio stations Cost = $19,775.25 Benefit = After second week of radio campaign, web site

hits had quadrupled; several landlords registered units following hearing radio ads

Web banners 3 months on 5 sites (consistent)

Cost = $3,375 Benefit = After first day of banners, web hits increased

by 2,000 hits, nearly 4 times the daily average

Cost-Benefit (cont.)

E-blasts Two to 108,000 tenants Two to 18,000 landlords

Cost = $3000 total, $750 each Benefit =

Tenant e-blast resulted in an open rate of nearly 15% and a click-through rate of almost 9%.

Landlord e-blast resulted in an open rate of nearly 21% and a click-through rate over 11%.• Note: average open rate of e-blast email is 2% and the average click-through rate is 1%.

Cost-Benefit (cont.)

Mailings 11,500 postcards- 4 x 6 in color

Cost = $3,950 Benefit = Over 450 new smoke-free apartments

registered on the website, dozens of landlords looking for information on how to turn their buildings smoke-free and high increases in traffic to website.

Results

Results

Cost-Benefit (cont.) Video

8 ½ minute video including over a dozen interviews and archive footage Cost = $7,797 production costs + $700 duplication costs

of 200 DVDs (including jewel cases and stickers) Benefit = A video that has been viewed by hundreds of

people throughout the world One of the greatest, and most cost-effective, pieces of this media

campaign was the Coalition’s ability to utilize their website by streaming the 8 ½ minute video online. This has resulted in over 1,400 views in less than 5 MONTHS, with an average view rate of 12-15 per day.

The video is now playing on over 12+ local public access stations in Maine and has been sent to over 120 landlords, tenants, legal professionals, health professionals and others in DVD format.

Results

Conclusions-Paid Media What can we learn from this campaign?

Make connections and encourage your partners to get the word out Don’t overlook free services and sites (i.e. Craigslist and RentLinx) In this day and age, a website is not only one of the most cost-effective tools for

education and outreach, but a necessity to engaging the public

If you have a limited budget, where should you put your $? E-blasts—large outcomes for a tiny budget Direct mail—”best way to reach landlords”

What did not prove to be a very cost-effective media item during Maine’s 2007 campaign? Looking at what you REALLY get for your money…