Twelve Steps for MoreEffective PSA Campaigns

National Institute for Public Health

Public Affairs Workshop

Presented By:

CORPORATE OVERVIEW 28 Years Corporate PSA Experience Distributed over 700 Campaigns PUBSANS – Data-based Decisions PSAs Exclusive Mission Evaluation Oriented Developer of the PSA Research Center

GOODWILL OVERVIEW Government Clients

GOODWILL OVERVIEW Non-Profit Clients

EFFECTIVE PSA CAMPAIGNS Step One

Develop a Seamless Campaign Model

EFFECTIVE PSA CAMPAIGNS Step Two

Develop a Strategic Plan Conduct Pre-campaign research

Define the problem to be addressed in detail Define your baseline position Understand audience demographics/psychographics

Share Data With Your Campaign Team Include your distributor

Define Campaign Objectives Generate response/public action Create general awareness Change attitudes/behavior

EFFECTIVE PSA CAMPAIGNS Step Three

Hire an Experienced Producer The commercial and PSA fields are world apart Should have PSA experience Needs to understand the media mindset Share previous campaign experience/data

EFFECTIVE PSA CAMPAIGNS Step Four

Be Comprehensive/Inclusive Target all mass media

Each performs a different function Creates synergy

Include specialty media Internet/social media Place-based media

Target special audiences Hispanics African-Americans

EFFECTIVE PSA CAMPAIGNS Step Five

Know/Fulfill Media Needs Use children if you can Target specific contacts Provide message flexibility Know formats for all media outlets

TV DUB FORMATS

99

1019

40

14449

1988

44

VHS 3/4IN DVC DVD DVP MIDV SP SVHS

EFFECTIVE PSA CAMPAIGNS Step Six

Engage the Media Local trumps national every time Show how their station will benefit Share fulfillment materials Tag with media/local partner

EFFECTIVE PSA CAMPAIGNS Step Seven

Understand Media Mindset Broadcast TV rules

Spend more time cultivating TV Respect their time - Do NOT “pitch”

What really matters to broadcasters

EFFECTIVE PSA CAMPAIGNS Step Eight

Develop Strategic Distribution Plan Strong rationale for targeting Universal coverage Timing is everything Tie in with special media events

EFFECTIVE PSA CAMPAIGNS Step Nine

Engage Community Partners Share campaign tactics Provide distribution lists with actionable data Provide tagging opportunities If you do not have a local network; create one

EFFECTIVE PSA CAMPAIGNS“Evaluation for the sake of data collection is a “Evaluation for the sake of data collection is a

meaningless exercise”meaningless exercise” Step Ten Evaluate!

Before. During. After. Don’t wait until the campaign has run its course It is too late then to affect change.

$0

$1,000,000

$2,000,000

$3,000,000

$4,000,000

$5,000,000

TV RADIO TOTAL

PSA BENCHMARKS

$4,306,194

CablePAK PRINT

EFFECTIVE PSA CAMPAIGNS Step Eleven

Take action on what you learn Identify program weaknessesIdentify program weaknesses Convert non-users to usersConvert non-users to users Validate program strengthsValidate program strengths Show appreciation to sustain usageShow appreciation to sustain usage Sustain future fundingSustain future funding

EFFECTIVE PSA CAMPAIGNS Step TwelveStep Twelve

Implement Lessons LearnedImplement Lessons Learned Incorporate them into next wave Incorporate them into next wave