APTA Creative Development is unique in that it is the resul

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Launching a New PSA Campaign

January 27, 2009
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• Campaign Strategy Creative Development
• Campaign Creative
• Media Outreach
• QA

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1.
Campaign Strategy Creative Development
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APTA Creative Development is unique in that it is
the result of a student competition.
PlowShare was asked to contribute to the Missouri
State campaign and not replace it.
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1.
Missouri State Entrant Campaign Recap

• Target Market Demographics
• Age 18 25
• 40k or less Income
• Currently in college or recently graduated
• Urban centric heavily populated areas
• Home renter or campus housing
• 8 of US Population - 16,000,000

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Target Market Mindset Our research shows that p
ointing fingers at consumers personal vehicles
only creates defensiveness. While public tran
sportation is generally viewed as helping the
environment, it is not see as an overall
significant factor, nor is it commonly chosen to
increase green efforts.
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1.
Creative Approaches Tested Three campaigns appro
aches were tested against 60 target respondents
in focus group settings and one approach emerged
highest along the four measured criteria
The Easy Campaign Scored Highest _at_
Clarity 80 Uniqueness 80 Memorability 8
0 Humorous 60
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1.
Creative Positioning Seeks To
Demonstrate that public transportation is the
most significant thing that you can do to reduce
your carbon emissions. Demonstrate That using p
ublic transportation is easy.
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2.
Campaign Creative
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Creative Concept You dont have to go to extrem
es to help the environment, just take Public
Transportation.

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Print, Outdoor and Transit
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Radio 60 Shaving 60 A/C
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30 Television Dark
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30 Television Dark
WE HEAR MUSIC AND A DOOR OPEN, WE SEE A DARKENED
ROOM. WE HEAR A LIGHT SWITCH GO ON. THE LIGHT
SWITCH IMMEDIATELY GOES OFF GIRL (SFX- LIGHT S
WITCH) Max? You in here? MAX Turn off the ligh
ts!!! (SFX LIGHT SWITCH) GIRL Sorry! MAX Im
saving energy... helping the environment.
GIRL Maaaax.I cant see you.
MAX Make a left... WE HEAR GIRL STUMBLE AND TH
AT TRIGGERS A CHAIN REACTION OF FUNNY SOUND
EFFECTS. MAX My pizza box collection! (SFX cat
meowing) MAX I dont have a cat! Watch out for
the GIRL (DAZED) Maxtheres an easier way
to help the environment thats not a pain in the
neck . CUT TO MAX AND FRIEND ON PUBLIC TRANSPOR
TATION. ANNCR Use public transportation. Go g
reen. Go public. (SUPER) A message from the publ
ic transportation systems across the country and
The US EPA. CUT TO PULL AWAY. SUPERS Go Gree
n. Go Public. APTA (LOGO) publictransportation.org
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• All materials will be available for localization
• Logos included on print
• End tags and logos on radio and TV

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3.
Distribution Media Outreach
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3.
Distribution Media Outreach

• Distribution Mid February 2009
• 454 TV Stations
• 135 Cable MSOs
• 1,729 Radio Stations
• 1,250 Magazines and Newspapers
• Online Paid PSAs
• Social Networking Sites

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3.
Distribution Media Outreach

• Social Networking
• Components consistent with Go Green. Go Public
  campaign
  
• Objective to influence 18-24 year olds who live
  online
  
• Seed social networks like Blogs, Twitter,
  Facebook, to spur viral distribution
  

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3.
Distribution Media Outreach

• Specific media outreach to Top markets via
  telephone
  
• Additional possibilities using email

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3.
Distribution Media Outreach
Projected Outcome 17,100,000 - 23,000,000 Con
tributed Media Time Space
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3.
Distribution Media Outreach

• How this can be an effective outreach tool
• Keep track of the campaign in the media
• www.fertiledata.com
• User name APTA
• Password Media Results
• Sort by market/media and determine if your
  local stations are supporting it
  
• If so acknowledge and thank
• If not encourage and remind

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3.
Next Steps

• Download at plowsharegroup.com
• Provide your local media these unique PSAs
• Produce localized version for your own use
• Print
• TV
• Radio
• OOH transit cards
• Leverage your expertise with the local media
• Continue to provide relevant and timely
  information
  
• Continue to be the go to resource position
  public transportation and your yourself
  

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3.
Next Steps

• Request your State Broadcasters Associations work
  with you
  
• Blog about public transportation the impact on
  the environment mention the PSAs!
  

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Questions?
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Thank You!