Twelve Steps for More Effective PSA Campaigns National Institute for Public Health Public Affairs...
-
Upload
emory-craig -
Category
Documents
-
view
215 -
download
0
Transcript of Twelve Steps for More Effective PSA Campaigns National Institute for Public Health Public Affairs...
Twelve Steps for MoreEffective PSA Campaigns
National Institute for Public Health
Public Affairs Workshop
Presented By:
CORPORATE OVERVIEW 28 Years Corporate PSA Experience Distributed over 700 Campaigns PUBSANS – Data-based Decisions PSAs Exclusive Mission Evaluation Oriented Developer of the PSA Research Center
GOODWILL OVERVIEW Government Clients
GOODWILL OVERVIEW Non-Profit Clients
EFFECTIVE PSA CAMPAIGNS Step One
Develop a Seamless Campaign Model
EFFECTIVE PSA CAMPAIGNS Step Two
Develop a Strategic Plan Conduct Pre-campaign research
Define the problem to be addressed in detail Define your baseline position Understand audience demographics/psychographics
Share Data With Your Campaign Team Include your distributor
Define Campaign Objectives Generate response/public action Create general awareness Change attitudes/behavior
EFFECTIVE PSA CAMPAIGNS Step Three
Hire an Experienced Producer The commercial and PSA fields are world apart Should have PSA experience Needs to understand the media mindset Share previous campaign experience/data
EFFECTIVE PSA CAMPAIGNS Step Four
Be Comprehensive/Inclusive Target all mass media
Each performs a different function Creates synergy
Include specialty media Internet/social media Place-based media
Target special audiences Hispanics African-Americans
EFFECTIVE PSA CAMPAIGNS Step Five
Know/Fulfill Media Needs Use children if you can Target specific contacts Provide message flexibility Know formats for all media outlets
TV DUB FORMATS
99
1019
40
14449
1988
44
VHS 3/4IN DVC DVD DVP MIDV SP SVHS
EFFECTIVE PSA CAMPAIGNS Step Six
Engage the Media Local trumps national every time Show how their station will benefit Share fulfillment materials Tag with media/local partner
EFFECTIVE PSA CAMPAIGNS Step Seven
Understand Media Mindset Broadcast TV rules
Spend more time cultivating TV Respect their time - Do NOT “pitch”
What really matters to broadcasters
EFFECTIVE PSA CAMPAIGNS Step Eight
Develop Strategic Distribution Plan Strong rationale for targeting Universal coverage Timing is everything Tie in with special media events
EFFECTIVE PSA CAMPAIGNS Step Nine
Engage Community Partners Share campaign tactics Provide distribution lists with actionable data Provide tagging opportunities If you do not have a local network; create one
EFFECTIVE PSA CAMPAIGNS“Evaluation for the sake of data collection is a “Evaluation for the sake of data collection is a
meaningless exercise”meaningless exercise” Step Ten Evaluate!
Before. During. After. Don’t wait until the campaign has run its course It is too late then to affect change.
$0
$1,000,000
$2,000,000
$3,000,000
$4,000,000
$5,000,000
TV RADIO TOTAL
PSA BENCHMARKS
$4,306,194
CablePAK PRINT
EFFECTIVE PSA CAMPAIGNS Step Eleven
Take action on what you learn Identify program weaknessesIdentify program weaknesses Convert non-users to usersConvert non-users to users Validate program strengthsValidate program strengths Show appreciation to sustain usageShow appreciation to sustain usage Sustain future fundingSustain future funding
EFFECTIVE PSA CAMPAIGNS Step TwelveStep Twelve
Implement Lessons LearnedImplement Lessons Learned Incorporate them into next wave Incorporate them into next wave