THE 5 P’s OF SUCCESSFUL PSA CAMPAIGNS Presented by: Goodwill Communications, Inc.

PSA WORKSHOP  5 P’s of PSAs s Planning s Promotion s Placement s Performance Assessment s Professionalism

PSA WORKSHOP  Defining the Terms s What are PSAs? Brief messages filling unsold time/space Brief messages filling unsold time/space Only not for profit qualify Only not for profit qualify No commercial plugs No commercial plugs Must be in the spirit of public service Must be in the spirit of public service Should avoid controversial topics Should avoid controversial topics Note: there is no law saying PSAs must be used! Note: there is no law saying PSAs must be used!

PSA WORKSHOP Planning  Develop a Formal Plan sDefine goals/scope sCreate a Budget for: ResearchResearch Production/creative approachProduction/creative approach PromotionPromotion DistributionDistribution EvaluationEvaluation sEstablish a Timeline

PSA WORKSHOP Planning  Do Pre-Campaign Research s Define stakeholders Audience/media/internal Audience/media/internal s Analyze audiences Demographic – age, sex, income Demographic – age, sex, income Psychographics - lifestyles Psychographics - lifestyles s Qualitative – message testing s Quantitative – establish baseline s Understand media mindset Local trumps national Local trumps national Provide message flexibility Provide message flexibility

PSA WORKSHOP Planning  Factors Affecting Usage s Competition s Format flexibility s Awareness of the issue s Relevance of message s Production quality s Promotional efforts

PSA WORKSHOP Planning  Hire Experienced Producers s Avoid “talking heads” in TV s Carefully consider celebrities s Avoid controversy/politics s Include a call to action s Think multi-media s Target minority audiences

PSA WORKSHOP Planning  Avoid Controversy sVet celebrities carefully Pee-wee HermanPee-wee Herman Hugh GrantHugh Grant Rob LoweRob Lowe Charley SheenCharley Sheen Robert Downey, Jr.Robert Downey, Jr. Tiger WoodsTiger Woods

PSA WORKSHOP Planning  Avoid politics s This campaign launched the same day as the “Starr Report” – would you use it? as the “Starr Report” – would you use it?

PSA WORKSHOP Planning  The Distribution Plan s Scope s Media engagement tactics s Previous usage patterns s Key audience penetration s Community partner input s Delivery methods Hard copy vs satelliteHard copy vs satellite Local vs national distributionLocal vs national distribution

PSA WORKSHOP Planning  TV Targeting s Previous Usage Index

PSA WORKSHOP Planning  National vs Local Distribution s Send PSAs to stations - not to field

PSA WORKSHOP Planning  Explore New Media s Internet Social media sitesSocial media sites Banner adsBanner ads On-line videosOn-line videos s Out-of-home s Place-based media

PSA WORKSHOP Promotion  Campaign Outreach s Cultivate the networks s Engage the media Pre-campaign alerts Pre-campaign alerts Localize your issue via tags Localize your issue via tags s Seek collaborative relationships Media co-branding Media co-branding s Consider special event tie-in

PSA WORKSHOP Planning  Pre-Campaign Alerts s Gives media a heads-up for scheduling s Provides background on your issue

 Collaborative Relationships s Get NAB support s Seek co-branding PSA WORKSHOP Promotion

PSA WORKSHOP Promotion  Involve Community Partners s Share reports with field Distribution listsDistribution lists Evaluation reportsEvaluation reports s Send PSA kits to the field s Tag materials s Coordinate local media visits

 Involve Community Partners sClient Reporting Portal Enter password/user nameEnter password/user name Select campaign nameSelect campaign name sProviding report options Field office breakouts Field office breakouts Previous usage practices of media Previous usage practices of media PSA WORKSHOP

PSA WORKSHOP Placement  Placement Involves: s Close captioning/tagging s Replication s Design/production of collateral s Packaging/fulfillment s Distribution to media

PSA WORKSHOP Placement  Create Intrusive Packaging sInclude facts on your issue/cause sUse good direct mail procedure Compelling artwork and graphicsCompelling artwork and graphics Make your point quicklyMake your point quickly s Include a “kill date” s Include a benefit statement

PSA WORKSHOP  TV Packaging That Works: Placement

PSA WORKSHOP Placement  Radio Packaging s FlexMailer concept s Conforms to lowest postal rates s Script booklet s CD with 5/c label

PSA WORKSHOP Placement  Print Packaging s Hi-res PDF s in different sizes s Color & B&W s Thumbnail insert

PSA WORKSHOP Placement  Consider Cost Effective Options s Shared-reel concepts s Unified minority packages s Put ANRs on Radio CDs s Consider long-form videos

PSA WORKSHOP Performance Assessment  The PUBSANS Evaluation System s Nielsen electronic TV monitoring s Electronic audio tracking s Affidavits/BRCs s Print clippings

PSA WORKSHOP Performance Assessment  Evaluate Objectives: s Generate actionable data s Sustain/increase usage s Convert non-users s Identify weaknesses s Validate program strengths s Sustain future funding

PSA WORKSHOP Performance Assessment  Evaluation Reports s Management summary s Station/market usage s Usage by daypart/length s Demographic reports – 8 breakouts s Estimated value s National vs local breakouts s Exportable to Excel

PSA WORKSHOP Performance Assessment  Validating Your Success s Debunking PSA myths “Getting used during junk time” “Getting used during junk time” “Only short spots are used” “Only short spots are used” “Limited life span ” “Limited life span ” “Simply don’t work” “Simply don’t work” Don’t support our on-line efforts Don’t support our on-line efforts

PSA WORKSHOP Performance Assessment  Debunking Myths s “Used at worst times”

PSA WORKSHOP Performance Assessment  Mini-case - Debunking Myths s “Short spot usage ”

PSA WORKSHOP Performance Assessment  Debunking Myths s “Limited life-span”

PSA WORKSHOP Performance Assessment  Debunking Myths s Supporting on-line efforts

PSA WORKSHOP Performance Assessment  Show How PSAs Help Your Mission s Return on investment s Generate media support s Encourage public participation s Stimulate public reaction s Greater public awareness

PSA WORKSHOP Performance Assessment  Return on investment 782,000 leads782,000 leads 58,558 applications; 21,456 invitations58,558 applications; 21,456 invitations

PSA WORKSHOP Performance Assessment  Generating media support

PSA WORKSHOP Performance Assessment  Shelf Life

PSA WORKSHOP Performance Assessment  Stimulate public reaction USDA/SCS 31,000 calls to THE-SOIL USDA/SCS 31,000 calls to THE-SOIL NIA 30,000 booklet requests NIA 30,000 booklet requests NIH 72,000 calls to cancer hotline NIH 72,000 calls to cancer hotline

PSA WORKSHOP Performance Assessment  Post-Campaign Follow-up s Analyze usage patterns s Contact non-users s Acknowledge usage

PSA WORKSHOP Performance Assessment  Acknowledge PSA Usage s Certificates/letters of appreciation

PSA WORKSHOP Professionalism  Keeping You Current s Public Service Report newsletter s GoodNews e-newsletter s PSA Research Center s Corporate website s Workshops

PSA WORKSHOP  Summary – 5 Ps of PSAs s PLAN your work. Work your plan. s PROMOTE your campaign aggressively s Develop strategic PLACEMENT s Assess campaign PERFORMANCE s Employ PROFESSIONAL practices