develop a strategic plan questions: internal production or external production
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Using Public Service Advertising to Save Lives on our Waterways Presented by Goodwill Communications. EFFECTIVE PSA CAMPAIGNS. Develop a Strategic Plan Questions: Internal production OR External production. EFFECTIVE PSA CAMPAIGNS. EFFECTIVE PSA CAMPAIGNS. Diverse Water Safety Public - PowerPoint PPT PresentationTRANSCRIPT
Develop a Strategic Plan Questions:
Internal production OR External production
EFFECTIVE PSA CAMPAIGNSUsing Public Service Advertising to Save Lives on our Waterways
Presented by Goodwill Communications
Develop a Strategic Plan Questions:
Internal production OR External production
EFFECTIVE PSA CAMPAIGNS Diverse Water Safety Public Education Challenges
Geography
EFFECTIVE PSA CAMPAIGNS
Develop a Strategic Plan Questions:
Internal production OR External production
EFFECTIVE PSA CAMPAIGNS Diverse Water Safety Public Education Challenges
Demographics Media outlets Creative production methods Staffing Budgeting
EFFECTIVE PSA CAMPAIGNS
Develop a Strategic Plan5 W’s and an H
EFFECTIVE PSA CAMPAIGNS
Decide How to Produce the Campaign Internal vs External Production? Some collaborative model? Either way get to know the PSA environment Learn more at www.psaresearch.com/faq.html
EFFECTIVE PSA CAMPAIGNS
Advantages of Internal Production Will reflect local park conditions Use real park personnel Pride of authorship
EFFECTIVE PSA CAMPAIGNS
The internal production model: Use a Team Approach
Park Ranger/Site DirectorSomeone with PR experienceArtist/copywriter/photographer
EFFECTIVE PSA CAMPAIGNS
Advantages of External Production Messages conform to PSA realities Best technical quality Proper material formats
EFFECTIVE PSA CAMPAIGNS
A Collaborative Model? Chuck Husak, Creative Director August/Lang/Husak
EFFECTIVE PSA CAMPAIGNS
Chuck’s Slides
EFFECTIVE PSA CAMPAIGNS
Conduct Pre-campaign research Define the problem to be addressed in detail Understand causation Understand audience demographics
EFFECTIVE PSA CAMPAIGNS
What is the call to action? Learn more about water safety? Problem avoidance? Watching/caring for friends? Wear life vests? How to help those in danger?
EFFECTIVE PSA CAMPAIGNS
Public Response Mechanisms? Visit a website Call/write for literature Park involvement
Volunteer
EFFECTIVE PSA CAMPAIGNS
The Distribution Phase Promotion Packaging Distribution Evaluation
EFFECTIVE PSA CAMPAIGNS
Promotion Do a news release on your campaign Post to You Tube Contact your state broadcast association www.psaresearch.com/media_home.html
EFFECTIVE PSA CAMPAIGNS
Promotion Create a newsletter for the “deep sell”
EFFECTIVE PSA CAMPAIGNS
Distribution Plan Be comprehensive/inclusive
Target all mass media Include specialty media
Internet/social media Place-based media
Target your primary audiences Hispanic & African-American youth
EFFECTIVE PSA CAMPAIGNS
Distribution Plan Know/fulfill media needs
Target specific contacts Provide message flexibility Know formats for all media outlets
EFFECTIVE PSA CAMPAIGNS
Distribution Plan Understand Media Trends
Broadcast TV rules Spend more time cultivating TV Provide spot length flexibility
EFFECTIVE PSA CAMPAIGNS
Understand Media Trends Localism rules!
Study the medium Show the water safety problem Share your creative
EFFECTIVE PSA CAMPAIGNS
Distribution The tail that wags the dog
EFFECTIVE PSA CAMPAIGNS
Distribution Thinking outside the box Innovative media prospects Pump TopTv
EFFECTIVE PSA CAMPAIGNS
Distribution Thinking outside the box Innovative media prospects Walmart Checkout Channel
EFFECTIVE PSA CAMPAIGNS
Distribution Thinking outside the box Innovative media prospects Airport dioramas
EFFECTIVE PSA CAMPAIGNS
Distribution Thinking outside the box Innovative media prospects Shopping centers
EFFECTIVE PSA CAMPAIGNS
Distribution Thinking outside the box Innovative media prospects Street furniture
EFFECTIVE PSA CAMPAIGNS
Distribution Thinking outside the box Innovative media prospects Metro transit
EFFECTIVE PSA CAMPAIGNS
Distribution Thinking outside the box Innovative media prospects Outdoor billboards
EFFECTIVE PSA CAMPAIGNS
The Water Safety Distribution Portal www.goodwillcommunications.com User: Water Pass: Safety
EFFECTIVE PSA CAMPAIGNS
The Water Safety Distribution Portal
EFFECTIVE PSA CAMPAIGNS
The Water Safety Distribution Portal
EFFECTIVE PSA CAMPAIGNS
Packaging TV
EFFECTIVE PSA CAMPAIGNS
Packaging Radio
EFFECTIVE PSA CAMPAIGNS
Outreach Tactics Read: "How to Place PSAs in Your Community“ psaresearch.com/psaprimer.html Develop your media contact list Make appointments Develop key talking points Share your PSA materials Write thank you notes
EFFECTIVE PSA CAMPAIGNS
Outreach Tactics Visit all the media in your territory Create compelling leave behinds Engage all media departments
EFFECTIVE PSA CAMPAIGNS
Evaluation Questions:
1) If you do not evaluate, what do you tell your boss when he/she asks what they got for the money you spent on the PSA program?
2) How will you know if your work has any impact?
EFFECTIVE PSA CAMPAIGNS
Evaluation Rationale
EFFECTIVE PSA CAMPAIGNS
Identify program weaknessesIdentify program weaknesses Convert non-users to usersConvert non-users to users Validate your workValidate your work Show appreciation to sustain usageShow appreciation to sustain usage
Evaluation Read the article below psaresearch.com/bib4401.html
EFFECTIVE PSA CAMPAIGNS
Evaluation Methodology Business Reply Cards (BRCs) Fax forms Email forms
EFFECTIVE PSA CAMPAIGNS
Evaluation Methodology Excel reporting
EFFECTIVE PSA CAMPAIGNS
Evaluation Outcome reporting
Safety stats before campaign launch Safety stats after campaign launch
EFFECTIVE PSA CAMPAIGNS
Closing the Loop
EFFECTIVE PSA CAMPAIGNS
Implement Lessons LearnedImplement Lessons Learned Incorporate them into next waveIncorporate them into next wave
Thank you!
EFFECTIVE PSA CAMPAIGNS
It Covers Two-Thirds of Our Planet
It Covers Two-Thirds of Our Planet
The traditional PSA model:
EFFECTIVE PSA CAMPAIGNS