Transcript The 5 P's of PSAs - Goodwill Communications

THE 5 P’s OF SUCCESSFUL
PSA CAMPAIGNS
Presented by:
Goodwill Communications, Inc.
www.goodwillcommunications.com
www.psaresearch.com
PSA WORKSHOP
 5 P’s of PSAs
 Planning




Promotion
Placement
Performance Assessment
Professionalism
PSA WORKSHOP
 Defining the Terms
 What are PSAs?
•
•
•
•
•
•
Brief messages filling unsold time/space
Only not for profit qualify
No commercial plugs
Must be in the spirit of public service
Should avoid controversial topics
Note: there is no law saying PSAs must be used!
PSA WORKSHOP
Planning

Develop a Formal Plan
 Define goals/scope
 Create a Budget for:
• Research
• Production/creative approach
• Promotion
• Distribution
• Evaluation
 Establish a Timeline
PSA WORKSHOP
Planning

Do Pre-Campaign Research

Define stakeholders
•

Audience/media/internal
Analyze audiences
Demographic – age, sex, income
• Psychographics - lifestyles
•
Qualitative – message testing
 Quantitative – establish baseline
 Understand media mindset

• Local trumps national
• Provide message flexibility
PSA WORKSHOP
Planning
 Factors Affecting Usage
 Competition
 Format flexibility
 Awareness of the issue
 Relevance of message
 Production quality
 Promotional efforts
PSA WORKSHOP
Planning

Hire Experienced Producers
 Avoid “talking heads” in TV
 Carefully consider celebrities
 Avoid controversy/politics
 Include a call to action
 Think multi-media
 Target minority audiences
PSA WORKSHOP
Planning
 Avoid Controversy
 Vet celebrities carefully
• Pee-wee Herman
• Hugh Grant
• Rob Lowe
• Charley Sheen
• Robert Downey, Jr.
• Tiger Woods
PSA WORKSHOP
Planning
 Avoid politics
 This campaign launched the same day
as the “Starr Report” – would you use it?
PSA WORKSHOP
Planning

The Distribution Plan

Scope
 Media engagement tactics
 Previous usage patterns
 Key audience penetration
 Community partner input
 Delivery methods
• Hard copy vs satellite
• Local vs national distribution
PSA WORKSHOP
Planning
 TV Targeting
 Previous Usage Index
TV & CABLE PSA PREVIOUS USAGE INDEX
9%
2%
20%
42%
<10
>11<26
27%
>26<51
>51<101
TOTAL USERS: 2,132 61% OF TOTAL
100+
PSA WORKSHOP
Planning
 National vs Local Distribution
 Send PSAs to stations - not to field
NATIONAL VS LOCAL PSA DISTRO
$580,103 79%
PSAs USED
$149,671 21%
NATIONAL
LOCAL
PSAs SENT
46%
0
200
400
600
800
PSA WORKSHOP
Planning
 Explore New Media
 Internet
• Social media sites
• Banner ads
• On-line videos
 Out-of-home
 Place-based media
PSA WORKSHOP
Promotion

Campaign Outreach
 Cultivate the networks
 Engage the media
• Pre-campaign alerts
• Localize your issue via tags
 Seek collaborative relationships
• Media co-branding
 Consider special event tie-in
PSA WORKSHOP
Planning
 Pre-Campaign Alerts
 Gives media a heads-up for scheduling
 Provides background on your issue
PSA WORKSHOP
Promotion
 Collaborative Relationships
 Get NAB support
 Seek co-branding
PSA WORKSHOP
Promotion
 Involve Community Partners
 Share reports with field
• Distribution lists
• Evaluation reports
 Send PSA kits to the field
 Tag materials
 Coordinate local media visits
PSA WORKSHOP

Involve Community Partners
 Client Reporting Portal
• Enter password/user name
• Select campaign name
 Providing report options
• Field office breakouts
• Previous usage practices of media
PSA WORKSHOP
Placement
 Placement Involves:
 Close captioning/tagging
 Replication
 Design/production of collateral
 Packaging/fulfillment
 Distribution to media
PSA WORKSHOP
Placement
 Create Intrusive Packaging
 Include facts on your issue/cause
 Use good direct mail procedure
• Compelling artwork and graphics
• Make your point quickly
 Include a “kill date”
 Include a benefit statement
PSA WORKSHOP
Placement
 TV Packaging That Works:
PSA WORKSHOP
Placement
 Radio Packaging




FlexMailer concept
Conforms to lowest postal rates
Script booklet
CD with 5/c label
PSA WORKSHOP
Placement
 Print Packaging
 Hi-res PDFs in different sizes
 Color & B&W
 Thumbnail insert
PSA WORKSHOP
Placement
 Consider Cost Effective Options
 Shared-reel concepts
 Unified minority packages
 Put ANRs on Radio CDs
 Consider long-form videos
PSA WORKSHOP
Performance Assessment
 The PUBSANS Evaluation System
 Nielsen electronic TV monitoring
 Electronic audio tracking
 Affidavits/BRCs
 Print clippings
PSA WORKSHOP
Performance Assessment
 Evaluate Objectives:
 Generate actionable data
 Sustain/increase usage
 Convert non-users
 Identify weaknesses
 Validate program strengths
 Sustain future funding
PSA WORKSHOP
Performance Assessment
 Evaluation Reports
 Management summary
 Station/market usage
 Usage by daypart/length
 Demographic reports – 8 breakouts
 Estimated value
 National vs local breakouts
 Exportable to Excel
PSA WORKSHOP
Performance Assessment
 Validating Your Success
 Debunking PSA myths
• “Getting used during junk time”
• “Only short spots are used”
• “Limited life span ”
• “Simply don’t work”
• Don’t support our on-line efforts
PSA WORKSHOP
Performance Assessment
 Debunking Myths

“Used at worst times”
"BLOCK/ROAD" TV PSA DAYPART ANALYSIS
27,605 TOTAL PLAYS
74% PLAY IN BEST DAYPARTS
EM
DT
EF
PT
LE
LN
PSA WORKSHOP
Performance Assessment
 Mini-case - Debunking Myths

“Short spot usage ”
:15
"BLOCK/ROAD" TV LENGTH/VALUES
19,321 Total Spots
:30
:60
$2,987,939
11,023 SPOTS - 57%
$471,780 1,687 SPOTS - 9%
$1,782,279
6,611 SPOTS - 34%
In Millions
PSA WORKSHOP
Performance Assessment
 Debunking Myths

“Limited life-span”
"VALUE OF SERVICE" TV PSA
PEACE CORPS
$10,000
$8,000
$6,000
$4,000
$2,000
$0
6 MOS
MILLIONS - SIGMA TV ONLY
12MOS
17MOS
PSA WORKSHOP
Performance Assessment
 Debunking Myths

Supporting on-line efforts
NIA SENIOR HEALTH WEBSITE VISITS
60,000 ADDITIONAL HITS DURING PSA LAUNCH
300,000
250,000
200,000
150,000
100,000
50,000
0
NOV JAN 08
APR 08
'07
QTR QTR JULY
08 QTR
QTR
S1
PSA WORKSHOP
Performance Assessment
 Show How PSAs Help Your Mission
 Return on investment
 Generate media support
 Encourage public participation
 Stimulate public reaction
 Greater public awareness
PSA WORKSHOP
Performance Assessment
 Return on investment
• 782,000 leads
• 58,558 applications; 21,456 invitations
PEACE CORPS PSA PROGRAM
TOTAL VALUE:$58.5 MILLION
$60,000,000
$40,000,000
$20,000,000
$0
TV
RADIO CPAK
VNR PRINT
PSA WORKSHOP
Performance Assessment
 Generating media support
PSA CAMPAIGN BENCHMARKS
TOTAL VALUE $3.54 MILLION
$140,943
PRINT
$713,732
MARKETS
RADIO
OUTLETS
$2.54 MILLION
TV
0
200
400
600
800
PSA WORKSHOP
Performance Assessment
 Shelf Life
52 WEEKS VS 26 WEEKS SIGMA TRACKING
Millions
$8.82
$10,000
$6,424
$8,000
$6,000
$4.04
$3.07
26 WEEKS
52 WEEKS
$4,000
$2,000
$0
1
PEACE CORPS
2
SAVINGS BONDS
PSA WORKSHOP
Performance Assessment
 Stimulate public reaction
USDA/SCS 31,000 calls to 1-800-THE-SOIL
• NIA 30,000 booklet requests
• NIH 72,000 calls to cancer hotline
•
USDA HARMONY TV PSA
10,685 VOLUNTEER REQUESTS
12000
10000
8000
6000
4000
2000
0
1ST QTR
2ND QTR
TOTAL
PSA WORKSHOP
Performance Assessment
 Post-Campaign Follow-up
 Analyze usage patterns
 Contact non-users
 Acknowledge usage
"HOW FAR BY PEACE CORPS OFFICE"
AVERAGE PER REGION: $788,487
SEATTLE
SF
NY
MINNEAP
LA
DC
DENVER
DALLAS
CHICAGO
BOSTON
ATLANTA
$0.00
$500.00
$1,000.00
$1,500.00
$2,000.00
PSA WORKSHOP
Performance Assessment
 Acknowledge PSA Usage
 Certificates/letters of appreciation
PSA WORKSHOP
Professionalism
 Keeping You Current
 Public Service Report newsletter
 GoodNews e-newsletter
 PSA Research Center
 Corporate website
 Workshops
PSA WORKSHOP

Summary – 5 Ps of PSAs

PLAN your work. Work your plan.
 PROMOTE your campaign aggressively
 Develop strategic PLACEMENT
 Assess campaign PERFORMANCE
 Employ PROFESSIONAL practices