Underage Drinking Prevention National Media Campaign

Community Outreach Pilot Program Introductory Webinar

SAMHSA/CSAP Underage Drinking Prevention National Media Campaign

Community Outreach Pilot Program Introductory Webinar Wednesday, March 7, 2012

2 p.m. to 3:30 p.m. EDT

Welcome and IntroductionsLisa Falconer, MPH, CHES

Gallup, SAMHSA Underage Drinking Prevention National Media Campaign Contractor

SAMHSA CSAP Staff

Virginia Mackay-Smith

• Director, Division of Systems Development

Emily Novick

• Public Health Advisor, Division of Systems Development

Tracy Farmer

• Public Health Analyst, Division of Systems Development

Gallup Communication Training and Technical Assistance Team

Valerie Goode Bill Goodwill Lisa Falconer

Katie Bass Megan Cochrane

Pilot Site Introductions

Introductory Webinar Agenda

• Brief Campaign Overview• Review of Expectations for

Pilot Sites • Expert Tips on PSA Placement • Q & A Session• Reminder of Upcoming Kickoff

Meeting and Adjournment

Underage Drinking Prevention National Media Campaign Overview

and Pilot ExpectationsEmily Novick, MPP

Public Health AdvisorDivision of Systems Development

Center for Substance Abuse Prevention

• Role of Expert Panel• Involve CBOs in Campaign development• Engage stakeholders and build partnerships• Expand Campaign reach

Background

• RFP Released on November 7, 2011 • More than 80 proposals received

RFP Process

Selected Pilot Sites

NPN’s Five Regions

1. Summit Prevention Alliance (Southwest Region) Frisco, CO

2. Erie County Council (Northeast Region) Buffalo, NY

3. Asian Health Coalition (Central Region) Chicago, IL

4. Metropolitan Drug Commission (Southeast Region) Knoxville, TN

5. People Reaching Out (Western Region) Sacramento, CA

• Period of Performance – March 1, 2012 to August 15, 2012

• Incorporate Campaign messages and materials• Host at least one event• Incorporate underage drinking research• Incorporate the Campaign’s key messages

Required Activities

• Mandatory Project Meeting • Reporting & submitting materials developed• Support from the Campaign

Additional Requirements

Expert Tips on PSA Placement

SAMHSA/CSAP Underage Drinking Prevention National Media Campaign

Community Outreach Pilot Program Introductory Webinar Wednesday, March 7, 2 p.m. to 3 p.m. EDT

Bill GoodwillSAMHSA Underage Drinking Prevention National

Media Campaign Contractor

Why Local Outreach Matters

• PSAs with local benefits trump all others: • A survey of 1,000 stations shows PSAs

benefiting the local community are most important

The PSA Environment

• Competition for air time is intense• 39% of stations receive 8 to 30+ PSAs weekly

Media Gatekeeper Profile

• Gatekeepers typically:• Manage a non-revenue department• Are overworked and understaffed• Inundated with PSAs• Use voicemail to screen calls

Generating Increased Value

• You can impact campaign values: • Average campaign value of usage on 30 new

TV stations is worth $1.1MM

The Local Media Mindset

• Revenues and Ratings Matter Most • They achieve them by Relevance and

RecognitionThe Four R’s of Broadcasting

Public Service

Directors

Recognition

Ratings

Revenue

Relevance

The Pilot Site Toolkit

• Samples of campaign materials:• TV PSAs with local tags• TV storyboards• Fact sheet on the UAD issue• Localizable press release• Live announcer and recorded radio PSAs• Localizable print PSAs• Other resources

Steps for Local Outreach

• Go to www.psaresearch.com/psaprimer.html• Concentrate on broadcast TV• Make an appointment• Be familiar with media content• Share creative

• Why is the message important to their viewers?• What happens when the public responds?• Make it personal if you can

• Keep it short!• Prepare leave-behind materials• Send a thank you note

Accessing Local Media Lists

• Go to www.goodwillcommunications.com• Enter user name and password• Click on Distribution Reports• Review reports for your locale

Accessing Local Media Lists

• Click on the state for your locale:

Detailed Distribution Reports

• Click on media type

Providing Feedback on Local Media

• Media Contact Scenarios• Wrong contact, wrong address or important station missing from distribution list

• Response: Use online survey feedback form

Local Outreach Checklist

• Media outreach steps:• Send changes to Goodwill via feedback form• We will re-post final distribution reports• We will ship materials in appropriate format to you• TV will be localized for your area• Review all materials on your Tool Kit DVD• Make media appointments

Making the Media Presentation

• Be prepared:• Share creative with the media • Tell them why this issue is so important • Describe the call to action process• See if the media can offer other types of support• Provide a copy of the DVD tool kit to media

Evaluation Reports

• Click on Evaluation Methodology• Evaluation data sources• Different types of reports

Evaluation Reports

• Report Access• Select medium• Select for your state• Export to Excel

Evaluation Reports

• Interactive Map• Place cursor over state and double click• Airplays and value are shown for state

The Take Away

• Know your local media • Use national tools• Provide us with media updates• Be a media resource• Be persistent• Acknowledge media support

Q & A Session

Upcoming Kickoff Meeting & Adjournment

Lisa Falconer Gallup, SAMHSA Underage Drinking Prevention

National Media Campaign Contractor

Questions about the Kickoff Meeting or the Pilot Site

Program?

Katie BassKatie_Bass@Gallup.com 202.715.3079

Lisa Falconer Lisa_Falconer@Gallup.com202.715.3147

Please contact: