Media Campaigns from Maine, Oregon and Ontario

1
Media Campaigns from Maine, Oregon and Ontario

• Presentations by Amy Olfene (ME), Colleen
  Hermann-Franzen (OR),
  
• and Joanne Di Nardo (ON)

2
Paid Media

• Paid media campaigns are costly, but the
  experience in Maine has proven that there can be
  dramatic payoffs.
  
• In 2006/2007, the Smoke-Free Housing Coalition
  expended over 35,000 in funding from the
  Partnership For A Tobacco-Free Maine (PTM) and
  the Robert Wood Johnson Foundation into a media
  campaign that spanned over six months.
• This campaign included radio, web banners,
  e-blasts, posters, mailings, a video and more.

Thanks to the generous funding of PTM, the
Coalition received free creative services from
the marketing firm, CDM Communication, and was
only responsible for supplies and production of
the following campaign items. For this campaign,
the total in-kind funding totaled just under
13,000.
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Cost-Benefit

• Radio Campaign
• 3 months, 540 spots on 10 radio stations
• Cost 19,775.25
• Benefit After second week of radio campaign,
  web site hits had quadrupled several landlords
  registered units following hearing radio ads
  
• Web banners
• 3 months on 5 sites (consistent)
• Cost 3,375
• Benefit After first day of banners, web hits
  increased by 2,000 hits, nearly 4 times the daily
  average
  

4
Cost-Benefit (cont.)

• E-blasts
• Two to 108,000 tenants
• Two to 18,000 landlords
• Cost 3000 total, 750 each
• Benefit
• Tenant e-blast resulted in an open rate of nearly
  15 and a click-through rate of almost 9.
  
• Landlord e-blast resulted in an open rate of
  nearly 21 and a click-through rate over 11.
  
• Note average open rate of e-blast email is 2
  and the average click-through rate is 1.
  

5
Cost-Benefit (cont.)

• Mailings
• 11,500 postcards- 4 x 6 in color
• Cost 3,950
• Benefit Over 450 new smoke-free apartments
  registered on the website, dozens of landlords
  looking for information on how to turn their
  buildings smoke-free and high increases in
  traffic to website.

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Results
7
Results
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Cost-Benefit (cont.)

• Video
• 8 ½ minute video including over a dozen
  interviews and archive footage
  
• Cost 7,797 production costs 700 duplication
  costs of 200 DVDs (including jewel cases and
  stickers)
  
• Benefit A video that has been viewed by
  hundreds of people throughout the world
  
• One of the greatest, and most cost-effective,
  pieces of this media campaign was the Coalitions
  ability to utilize their website by streaming the
  8 ½ minute video online. This has resulted in
  over 1,400 views in less than 5 MONTHS, with an
  average view rate of 12-15 per day.
• The video is now playing on over 12 local public
  access stations in Maine and has been sent to
  over 120 landlords, tenants, legal professionals,
  health professionals and others in DVD format.

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Results
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Conclusions-Paid Media

• What can we learn from this campaign?
• Make connections and encourage your partners to
  get the word out
  
• Dont overlook free services and sites (i.e.
  Craigslist and RentLinx)
  
• In this day and age, a website is not only one of
  the most cost-effective tools for education and
  outreach, but a necessity to engaging the public
  
• If you have a limited budget, where should you
  put your ?
  
• E-blastslarge outcomes for a tiny budget
• Direct mailbest way to reach landlords
• What did not prove to be a very cost-effective
  media item during Maines 2007 campaign?
  
• Looking at what you REALLY get for your money