ssa 2014 outdoor psa poster presentation
TRANSCRIPT
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Outdoor Billboard Placementsfor the Social Security Administration
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Outdoor Media Rationale
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Why outdoor? It is ubiquitous
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Outdoor Media Rationale
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Why outdoor? Greater linger time Fewer interruption in message delivery More time to register the call to action
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Outdoor Media Rationale
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Why outdoor? 70% of TV viewers fast forward through ads OOH entertains rather than interrupts
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Outdoor Media Rationale
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Why outdoor? More mobile society Nearly 180,000 people move into cities daily Adds roughly 60 million new urban dwellers every year
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Outdoor Media Rationale
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Why outdoor? People are spending more time than ever in their cars Daily vehicle trips are up 110% since 1970 The number of cars on the road is up by 147%
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Outdoor Media Rationale
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Why outdoor? More people are flying than ever before Visitors at the top 44 airports in the U.S. tops 765 million
passengers Over a half a billion people pass through just the top 10 airports Atlanta’s Hartsfield airport: 95 million passengers (more than
260,000 passengers daily) and 950,119 flights
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Outdoor Media Rationale
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Why outdoor? Reaching people where they live, work and play
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SSA 2014 Outdoor Campaign
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Promotion Newsletter sent to OOH companies Creative posted to OOH4Good
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Placement Overview
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Values by Type of Venue
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Poster Placements by DMA
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Local Placements
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Key Markets
● New York City ● Los Angeles ● Chicago ● Philadelphia ● Dallas ● Boston ● Washington, DC ● Atlanta ● Phoenix
● Seattle ● Miami ● Orlando ● Cleveland● Sacramento ● Raleigh-Durham ● Kansas City
● Columbus, OH ● Milwaukee ● Greenville, SC, ● Norfolk Oklahoma City ● Jacksonville ● Tulsa ● Knoxville ● Dayton
● Chatanooga ● Myrtle Beach ● Johnstown ● Reno ● La Crosse ● Wilmington ● Lubbock ● Rochester, NY ● Marquette ●
Richmond
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New York City● Largest Metro Area in the U.S.
● Population: 23.5 Million (Metro Area)
● 20 Posters
● Value: $19,250
● Gross Impressions: 6.2 million
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Eco Poster
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Bus Shelter Poster
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Eco Posters
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Los Angeles
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Los Angeles
● Second Largest Metro Area in the U.S.
● Population: 18 Million (Metro Area)
● 700 Posters
● Value: $433,000
● Gross Impressions: 224 million
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Bulletin/Eco Poster
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Bulletin Poster
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Bulletin Poster
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Eco Posters
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Bus Shelter Posters
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Eco Poster
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Eco Posters
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Bulletin Posters
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● Third Largest Metro Area in the U.S.
● Population: 10 Million (Metro Area)
● 150 Posters
● Value: $165,000
● Gross Impressions: 15 million
Chicago
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Bus Shelter Poster
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Bus Shelter Poster
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Street Poster
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Bus Shelter Poster
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● Fourth Largest Metro Area in the U.S.
● Population: 2.5 Million (Metro Area)
● 144 Posters
● Value: $179,640
● Gross Impressions: 43 million
Philadelphia
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Eco Poster
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Bulletin and Eco Posters
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Bus Shelter Posters
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Bus Shelter Poster
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Dallas-Fort Worth
● Fifth Largest Metro Area in the U.S.
● Population: 1.2 Million (Metro Area)
● 29 Posters
● Value: $19,010
● Gross Impressions: 5.2 million
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Eco Posters
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Eco Posters
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Boston
● Seventh Largest Metro Area in the U.S.
● Population: 7.6 Million (Metro Area)
● 45 Posters
● Value: $60,7500
● Gross Impressions: 10 million
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Eco Posters
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Washington, DC
● Eighth Largest Metro Area in the U.S.
● Population 6 million (metro area)
● 575 Posters
● Value: $120,050
● 80.7 Million Gross Impressions
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Washington Metro Area Transit Authority
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Bus Stop Posters
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Eco Posters
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Atlanta● Ninth Largest City in the U.S.
● Population: 5,522,942 (Metro Area)
● 46 Eco Posters & Mini Spectacular
● Value: $43,400
● Gross Impressions: 19 million
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Bulletin Poster
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Bulletin Poster
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Eco Poster
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Phoenix
● Thirteenth Largest City in the U.S.
● Population: 4.3 Million (Metro Area)
● 76 Posters ● Value: $36,610
● Gross Impressions: 32 million
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Bulletin Poster
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Bulletin Poster
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Miami
● Sixteenth Largest Metro Area in the U.S.
● Population: 5.5 Million (Metro Area)
● 248 Posters
● Value: $54,015
● Gross Impressions: 25.2 million
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Bulletin Poster
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Bus Shelter Poster
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Seattle
● Fourteenth Largest City in the U.S.
● Population: 3.6 Million (Metro Area)
● 66 Posters
● Value: $118,200
● Gross Impressions: 19.6 million
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Bulletin Poster
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Bulletin Poster
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• Thirty-first largest city in the U.S.
• Population 467,000 (Metro Area)
• 59 posters
• Value: $102,030
• Gross Impressions: 11.1 million
Kansas City
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Bulletin and Eco Posters
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Eco Posters
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Further reading:http://www.goodwillcommunications.com/gc_support_client_corner-frameset.asp?page=gc_support_client_corner-outdoor.asp
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ACHIEVING YOUR CRITICAL MISSION What Connects All These Dots?
COMMUNICATION!
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ACHIEVING YOUR CRITICAL MISSION Why Communication Matters
Your Typical Donor
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ACHIEVING YOUR CRITICAL MISSIONFund Raising
Ten Critical Facts: #1: Money is the lifeblood of all enterprise. #2: People do not donate to causes they don’t know. #3: When you change your name, it’s almost back to square one. #4: There are no secrets anymore; everything is known. #5: Donors want to make a difference. #6: If donors have not seen, heard or felt you, then you don’t exist. #7: If you don’t do media outreach, your competition does. #8: The organization which connects, succeeds and prevails. #9: The media allow you to connect, so learn how to engage them. #10: Organizations that ignore these principles, no longer exist.
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ACHIEVING YOUR CRITICAL MISSION Engaging the Media
The message is not about you! The media want to know what’s in it for them Some important facts:
Assume the media knows nothing about your programs Once you educate them, the “educated” person changes When this happens, you start all over The competition for free time and space is intense The gatekeeper is your primary audience
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ACHIEVING YOUR CRITICAL MISSION Engaging the Media
What the media cares about
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ACHIEVING YOUR CRITICAL MISSION Engaging the Media
#1 Priority: focus on national cable networks
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ACHIEVING YOUR CRITICAL MISSION Engaging the Media
#2 priority: focus on broadcast TV
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ACHIEVING YOUR CRITICAL MISSION Engaging the Media
Understand the media landscape Local impact trumps all other issues
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ACHIEVING YOUR CRITICAL MISSION Engaging the Media
Competition for time and space is intense 39% of stations receive eight to 30+ PSAs per week
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ACHIEVING YOUR CRITICAL MISSION Engaging the Media
Why marketing to gatekeepers is important: They are:
Managing a non-revenue department Overworked and understaffed Inundated with PSAs
If they don’t accept your PSAs, no one sees them
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ACHIEVING YOUR CRITICAL MISSIONEngaging the Media
Positioning/messaging Know the rules and observe them
Provide campaign context Why is your issue important? Why should the media care? How does it affect the local audience?
Avoid controversy at all costs Provide message flexibility Distribute at optimum times Children’s issues are a bonus
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ACHIEVING YOUR CRITICAL MISSIONEngaging the Media
Promotion Pitch calls to all national networks Newsletters to provide campaign context Press release to online journalists Blast email to 50 state broadcast associations Engagement of professional associations (NAB/OAAA)
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ACHIEVING YOUR CRITICAL MISSIONCan PSAs Make a Contribution?
It depends….. Importance of the issue How well we sell it to the media Timing – fourth quarter is not the best Logistics – right length; compelling packaging Media engagement Creative quality
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ACHIEVING YOUR CRITICAL MISSIONCan PSAs Make a Contribution?
Our model Fulfilling media needs Distribution based on solid rationale Compelling packaging Aggressive promotion Thorough evaluation
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ACHIEVING YOUR CRITICAL MISSION Distribution Rationale Distribution Rationale Selection factors:Selection factors:
BudgetBudget Previous Usage IndexPrevious Usage Index Geographic coverageGeographic coverage Target Audience Target Audience
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ACHIEVING YOUR CRITICAL MISSIONDistribution Plan
PUBSANS™ 1,400 broadcast stations; 150 networks 600 local cable systems 10,500 radio stations; 50 networks Spanish/African-American/college media 9,000 daily/weekly newspapers 1,500 magazines - 75 vertical codes 400 outdoor companies
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ACHIEVING YOUR CRITICAL MISSIONDistribution Rationale
Strategic targeting Top priority – any media using BFF/AHAF PSAs previously Secondary priority – those media with the highest PUI index
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1-5X
6-10X
11-15X
16-20X
21-50X
50+
TV USERS BY FREQUENCY
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ACHIEVING YOUR CRITICAL MISSIONPSA Distribution
Distribution reports
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ACHIEVING YOUR CRITICAL MISSIONPSA Distribution
Providing actionable data
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ACHIEVING YOUR CRITICAL MISSIONACHIEVING YOUR CRITICAL MISSION Distribution Plan
Helping You Exploit New MediaHelping You Exploit New Media
CNN’s Accent Health Network Medical Broadcasting Channel Walmart CheckOut Channel Ethnic TV Channels PumpTop TV
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ACHIEVING YOUR CRITICAL MISSIONTV PSA Packaging
Goal: low cost/high impact
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ACHIEVING YOUR CRITICAL MISSIONRadio PSA Packaging
Goal: save postage/high impact
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ACHIEVING YOUR CRITICAL MISSIONConsider OOH Media
Advantages Reaches high income (donors) Greater linger time to register the call to action No restriction on sponsor indentification Reinforces all other mediahttp://www.goodwillcommunications.com/Outdoor_is_in.aspx
To see our OOH work, go to: http://www.slideshare.net/dakotabill
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ACHIEVING YOUR CRITICAL MISSIONCampaign Evaluation
Providing you with timely, complete data Nielsen SpotTracNielsen SpotTrac Affidavits (OOH/cable nets)Affidavits (OOH/cable nets) BRCs (Radio/Cable TV)BRCs (Radio/Cable TV) Print clipsPrint clips
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ACHIEVING YOUR CRITICAL MISSION ACHIEVING YOUR CRITICAL MISSION
Campaign Evaluation Providing you with meaningful data
Management SummaryManagement Summary Auto-emailed first of every monthAuto-emailed first of every month
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ACHIEVING YOUR CRITICAL MISSION ACHIEVING YOUR CRITICAL MISSION
Campaign Evaluation Providing you with meaningful data
Types of reportsTypes of reports
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ACHIEVING YOUR CRITICAL MISSION ACHIEVING YOUR CRITICAL MISSION
Campaign Evaluation Providing you with meaningful data
Out-of-home reportsOut-of-home reports
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ACHIEVING YOUR CRITICAL MISSION ACHIEVING YOUR CRITICAL MISSION
Campaign Evaluation Providing you with meaningful data
Key trends analysisKey trends analysis
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ACHIEVING YOUR CRITICAL MISSION ACHIEVING YOUR CRITICAL MISSION
Campaign Evaluation Providing you with meaningful data
Total of $102 million ad equivalency valueTotal of $102 million ad equivalency value
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ACHIEVING YOUR CRITICAL MISSION ACHIEVING YOUR CRITICAL MISSION
Saving You Money Use our CablePAK service
Invest $32,000, generate $1MM in value
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ACHIEVING YOUR CRITICAL MISSION ACHIEVING YOUR CRITICAL MISSION
Saving You Money Use our digital download service
No hard copy tapes, no printed collateral Create Vimeo download page Promote to media via blast email
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ACHIEVING YOUR CRITICAL MISSION ACHIEVING YOUR CRITICAL MISSION
Saving You Money Recycle your PSAs
National Multiple Sclerosis Society Army National Guard U.S. Air Force American Academy of Orthopaedic Surgeons American Academy of Dermatology
Tips Change the name of the PSA Create new packaging Assign new SpotTrac code
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Thank you!
EFFECTIVE PSA CAMPAIGNS