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