Choose to Save PSA Presentation
-
Upload
dakotabilly -
Category
Education
-
view
307 -
download
1
Transcript of Choose to Save PSA Presentation
![Page 1: Choose to Save PSA Presentation](https://reader035.fdocuments.in/reader035/viewer/2022070510/58ae3fbf1a28abad338b4da9/html5/thumbnails/1.jpg)
Overview of the CTS PSA ProgramExpanding Awareness for Choose to Save™
![Page 2: Choose to Save PSA Presentation](https://reader035.fdocuments.in/reader035/viewer/2022070510/58ae3fbf1a28abad338b4da9/html5/thumbnails/2.jpg)
Corporate Overview 33 Years PSA Experience PSAs Exclusive Mission Distribution & Evaluation in All Media PUBSANS™ - A Massive Media Database Extensive Financial Education Work 13 Years Working With EBRI/CTS 165 Clients/1,000 National PSA Campaigns
![Page 3: Choose to Save PSA Presentation](https://reader035.fdocuments.in/reader035/viewer/2022070510/58ae3fbf1a28abad338b4da9/html5/thumbnails/3.jpg)
Goodwill Communications Financial PSA Campaign Experience
Social Security Administration IRS’s – Taxpayer Information Program Savings Bonds EBRI/ASEC – Choose to Save Program Securities Investor Protection Corporation U.S. Dept. of Labor – Savings Matters Campaign National Endowment for Financial Education
![Page 4: Choose to Save PSA Presentation](https://reader035.fdocuments.in/reader035/viewer/2022070510/58ae3fbf1a28abad338b4da9/html5/thumbnails/4.jpg)
A Joint Broadcast TV Effort Pro-rated costs among all three participants Ten spots; each had unique SIGMA tracking code Distributed to 1,000 broadcast outlets CTS generated nearly half of all usage
![Page 5: Choose to Save PSA Presentation](https://reader035.fdocuments.in/reader035/viewer/2022070510/58ae3fbf1a28abad338b4da9/html5/thumbnails/5.jpg)
The Half Hour Cable Promotion Solicitation package sent to 2000 cable systems Order card to get the program Cable stations could replace any two PSAs with paid commercials
![Page 6: Choose to Save PSA Presentation](https://reader035.fdocuments.in/reader035/viewer/2022070510/58ae3fbf1a28abad338b4da9/html5/thumbnails/6.jpg)
Aggressive Promotion Articles in CablePAK News Created website and banner ad Produced joint email PSA with SSA Special event at Union Station CTS backgrounder in SSA Tool Kit
Sent to 125 regional SSA Public Affairs Specialists
![Page 7: Choose to Save PSA Presentation](https://reader035.fdocuments.in/reader035/viewer/2022070510/58ae3fbf1a28abad338b4da9/html5/thumbnails/7.jpg)
Created Custom Website
![Page 8: Choose to Save PSA Presentation](https://reader035.fdocuments.in/reader035/viewer/2022070510/58ae3fbf1a28abad338b4da9/html5/thumbnails/8.jpg)
Broadcast TV Distribution Targeted most frequent PSA users
![Page 9: Choose to Save PSA Presentation](https://reader035.fdocuments.in/reader035/viewer/2022070510/58ae3fbf1a28abad338b4da9/html5/thumbnails/9.jpg)
Broadcast TV Distribution Direct delivery to 1,100 broadcast outlets “Big 4” broadcast networks in New York 153 national cable networks that use PSAs NAB closed circuit feed to members Super station via satellite 500 major cable systems via CablePAK
![Page 10: Choose to Save PSA Presentation](https://reader035.fdocuments.in/reader035/viewer/2022070510/58ae3fbf1a28abad338b4da9/html5/thumbnails/10.jpg)
Broadcast TV Distribution Developed intrusive packaging concepts
![Page 11: Choose to Save PSA Presentation](https://reader035.fdocuments.in/reader035/viewer/2022070510/58ae3fbf1a28abad338b4da9/html5/thumbnails/11.jpg)
Evaluation Reporting Evaluation Reporting Password ProtectedPassword Protected
www.goodwillcommunications.comwww.goodwillcommunications.com User: choosetosaveUser: choosetosave Pass: Savepsa3Pass: Savepsa3
Management summary Management summary Detailed usage data by media typeDetailed usage data by media type
![Page 12: Choose to Save PSA Presentation](https://reader035.fdocuments.in/reader035/viewer/2022070510/58ae3fbf1a28abad338b4da9/html5/thumbnails/12.jpg)
Broadcast TV EvaluationBroadcast TV Evaluation Over half aired from 6AM-11PMOver half aired from 6AM-11PM
CHOOSE TO SAVE TV PSA DAYPART ANALYSIS
EM
DT
EF
PT
LE
LN
14,945 TOTAL PLAYS
51% AIR IN BEST DAYPARTS% PLAY IN BEST DAYPARTS
19%
23%12%2%
12%
31%
![Page 13: Choose to Save PSA Presentation](https://reader035.fdocuments.in/reader035/viewer/2022070510/58ae3fbf1a28abad338b4da9/html5/thumbnails/13.jpg)
Broadcast TV EvaluationBroadcast TV Evaluation Two thirds aired in top 100 marketsTwo thirds aired in top 100 markets
7%
10%
6%
39%
38%TOP 10
11-30 MKTS
30-50 MKTS
50-100
100+
CHOOSE TO SAVE TV USAGE BY MARKET SIZE86% of U.S. TV H/H are in Top 100
![Page 14: Choose to Save PSA Presentation](https://reader035.fdocuments.in/reader035/viewer/2022070510/58ae3fbf1a28abad338b4da9/html5/thumbnails/14.jpg)
Broadcast TV EvaluationBroadcast TV Evaluation TV PSA usage by spot lengthTV PSA usage by spot length
CHOOSE TO SAVE TV PSAs BY LENGTH
:60
:30
:10
6199
7490
1256
41%
50%
8%
![Page 15: Choose to Save PSA Presentation](https://reader035.fdocuments.in/reader035/viewer/2022070510/58ae3fbf1a28abad338b4da9/html5/thumbnails/15.jpg)
PSA Program Evaluation Total values by media type
CHOOSE TO SAVE TOTAL PSA VALUES$42.5 Million Ad Equivalency
37%
58%
5%
BRDCST TVCABLE/VNRRADIO
![Page 16: Choose to Save PSA Presentation](https://reader035.fdocuments.in/reader035/viewer/2022070510/58ae3fbf1a28abad338b4da9/html5/thumbnails/16.jpg)
CablePAK Rationale Cable provides more viewers “Narrowcasting" vs broadcasting Cable network PSA users have exploded from
35 in 2009 to 153 in 2015
![Page 17: Choose to Save PSA Presentation](https://reader035.fdocuments.in/reader035/viewer/2022070510/58ae3fbf1a28abad338b4da9/html5/thumbnails/17.jpg)
CablePAK Rationale Pro-rating expenses lowers client cost $29 for individual distro vs $16 for CablePAK
![Page 18: Choose to Save PSA Presentation](https://reader035.fdocuments.in/reader035/viewer/2022070510/58ae3fbf1a28abad338b4da9/html5/thumbnails/18.jpg)
CablePAK Distribution Spring and Fall 500 major cable systems; 15,000> subscribers 153 national networks Colleges, universities, municipal systems
![Page 19: Choose to Save PSA Presentation](https://reader035.fdocuments.in/reader035/viewer/2022070510/58ae3fbf1a28abad338b4da9/html5/thumbnails/19.jpg)
CablePAK Packaging Custom box with 4/c storyboards Newsletter with feature stories
![Page 20: Choose to Save PSA Presentation](https://reader035.fdocuments.in/reader035/viewer/2022070510/58ae3fbf1a28abad338b4da9/html5/thumbnails/20.jpg)
CablePAK Reporting CablePAK Reporting Detailed metricsDetailed metrics
Total user stationsTotal user stations Usage by market sizeUsage by market size # of airplays by spot length# of airplays by spot length Estimated valueEstimated value Gross ImpressionsGross Impressions
![Page 21: Choose to Save PSA Presentation](https://reader035.fdocuments.in/reader035/viewer/2022070510/58ae3fbf1a28abad338b4da9/html5/thumbnails/21.jpg)
CablePAK Reports Last management summary Cost: $8,000; Value: $2.8 million ROI: 350 to 1
![Page 22: Choose to Save PSA Presentation](https://reader035.fdocuments.in/reader035/viewer/2022070510/58ae3fbf1a28abad338b4da9/html5/thumbnails/22.jpg)
CablePAK Reports Choose to Save vs other participants
![Page 23: Choose to Save PSA Presentation](https://reader035.fdocuments.in/reader035/viewer/2022070510/58ae3fbf1a28abad338b4da9/html5/thumbnails/23.jpg)
Why Consider CablePAK? Documented results Least expensive distribution Extract value from existing
PSAs Total turnkey program