THE 5 P

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THE 5 Ps OF SUCCESSFULPSA CAMPAIGNS

• Presented by
• Goodwill Communications, Inc.
• www.goodwillcommunications.com
• www.psaresearch.com

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PSA WORKSHOP

• 5 Ps of PSAs
• Planning
• Promotion
• Placement
• Performance Assessment
• Professionalism

3
PSA WORKSHOP

• Defining the Terms
• What are PSAs?
• Brief messages filling unsold time/space
• Only not for profit qualify
• No commercial plugs
• Must be in the spirit of public service
• Should avoid controversial topics
• Note there is no law saying PSAs must be used!

4
PSA WORKSHOP
Planning

• Develop a Formal Plan
• Define goals/scope
• Create a Budget for
• Research
• Production/creative approach
• Promotion
• Distribution
• Evaluation
• Establish a Timeline

5
PSA WORKSHOP Planning

• Do Pre-Campaign Research
• Define stakeholders
• Audience/media/internal
• Analyze audiences
• Demographic age, sex, income
• Psychographics - lifestyles
• Qualitative message testing
• Quantitative establish baseline
• Understand media mindset
• Local trumps national
• Provide message flexibility

6
PSA WORKSHOP Planning

• Factors Affecting Usage
• Competition
• Format flexibility
• Awareness of the issue
• Relevance of message
• Production quality
• Promotional efforts

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PSA WORKSHOP Planning

• Hire Experienced Producers
• Avoid talking heads in TV
• Carefully consider celebrities
• Avoid controversy/politics
• Include a call to action
• Think multi-media
• Target minority audiences

8
PSA WORKSHOP
Planning

• Avoid Controversy
• Vet celebrities carefully
• Pee-wee Herman
• Hugh Grant
• Rob Lowe
• Charley Sheen
• Robert Downey, Jr.
• Tiger Woods

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PSA WORKSHOP
Planning

• Avoid politics
• This campaign launched the same day
• as the Starr Report would you use it?

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PSA WORKSHOP Planning

• The Distribution Plan
• Scope
• Media engagement tactics
• Previous usage patterns
• Key audience penetration
• Community partner input
• Delivery methods
• Hard copy vs satellite
• Local vs national distribution

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PSA WORKSHOP
Planning

• TV Targeting
• Previous Usage Index

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PSA WORKSHOP
Planning

• National vs Local Distribution
• Send PSAs to stations - not to field

13
PSA WORKSHOP Planning

• Explore New Media
• Internet
• Social media sites
• Banner ads
• On-line videos
• Out-of-home
• Place-based media

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PSA WORKSHOP Promotion

• Campaign Outreach
• Cultivate the networks
• Engage the media
• Pre-campaign alerts
• Localize your issue via tags
• Seek collaborative relationships
• Media co-branding
• Consider special event tie-in

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PSA WORKSHOP
Planning

• Pre-Campaign Alerts
• Gives media a heads-up for scheduling
• Provides background on your issue

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PSA WORKSHOP Promotion

• Collaborative Relationships
• Get NAB support
• Seek co-branding

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PSA WORKSHOP Promotion

• Involve Community Partners
• Share reports with field
• Distribution lists
• Evaluation reports
• Send PSA kits to the field
• Tag materials
• Coordinate local media visits

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PSA WORKSHOP

• Involve Community Partners
• Client Reporting Portal
• Enter password/user name
• Select campaign name
• Providing report options
• Field office breakouts
• Previous usage practices of media

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PSA WORKSHOP Placement

• Placement Involves
• Close captioning/tagging
• Replication
• Design/production of collateral
• Packaging/fulfillment
• Distribution to media

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PSA WORKSHOP Placement

• Create Intrusive Packaging
• Include facts on your issue/cause
• Use good direct mail procedure
• Compelling artwork and graphics
• Make your point quickly
• Include a kill date
• Include a benefit statement

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PSA WORKSHOP
Placement

• TV Packaging That Works

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PSA WORKSHOP
Placement

• Radio Packaging
• FlexMailer concept
• Conforms to lowest postal rates
• Script booklet
• CD with 5/c label

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PSA WORKSHOP Placement

• Print Packaging
• Hi-res PDFs in different sizes
• Color BW
• Thumbnail insert

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PSA WORKSHOP Placement

• Consider Cost Effective Options
• Shared-reel concepts
• Unified minority packages
• Put ANRs on Radio CDs
• Consider long-form videos

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PSA WORKSHOP Performance
Assessment

• The PUBSANS Evaluation System
• Nielsen electronic TV monitoring
• Electronic audio tracking
• Affidavits/BRCs
• Print clippings

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PSA WORKSHOP Performance Assessment

• Evaluate Objectives
• Generate actionable data
• Sustain/increase usage
• Convert non-users
• Identify weaknesses
• Validate program strengths
• Sustain future funding

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PSA WORKSHOP Performance Assessment

• Evaluation Reports
• Management summary
• Station/market usage
• Usage by daypart/length
• Demographic reports 8 breakouts
• Estimated value
• National vs local breakouts
• Exportable to Excel

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PSA WORKSHOP Performance Assessment

• Validating Your Success
• Debunking PSA myths
• Getting used during junk time
• Only short spots are used
• Limited life span
• Simply dont work
• Dont support our on-line efforts

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PSA WORKSHOP Performance Assessment

• Debunking Myths
• Used at worst times

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PSA WORKSHOP Performance Assessment

• Mini-case - Debunking Myths
• Short spot usage

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PSA WORKSHOP Performance Assessment

• Debunking Myths
• Limited life-span

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PSA WORKSHOP Performance Assessment

• Debunking Myths
• Supporting on-line efforts

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PSA WORKSHOP Performance Assessment

• Show How PSAs Help Your Mission
• Return on investment
• Generate media support
• Encourage public participation
• Stimulate public reaction
• Greater public awareness

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PSA WORKSHOP Performance Assessment

• Return on investment
• 782,000 leads
• 58,558 applications 21,456 invitations

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PSA WORKSHOP Performance Assessment

• Generating media support

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PSA WORKSHOP Performance Assessment

• Shelf Life

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PSA WORKSHOP Performance Assessment

• Stimulate public reaction
• USDA/SCS 31,000 calls to 1-800-THE-SOIL
• NIA 30,000 booklet requests
• NIH 72,000 calls to cancer hotline

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PSA WORKSHOP Performance Assessment

• Post-Campaign Follow-up
• Analyze usage patterns
• Contact non-users
• Acknowledge usage

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PSA WORKSHOP Performance Assessment

• Acknowledge PSA Usage
• Certificates/letters of appreciation

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PSA WORKSHOP Professionalism

• Keeping You Current
• Public Service Report newsletter
• GoodNews e-newsletter
• PSA Research Center
• Corporate website
• Workshops

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PSA WORKSHOP

• Summary 5 Ps of PSAs
• PLAN your work. Work your plan.
• PROMOTE your campaign aggressively
• Develop strategic PLACEMENT
• Assess campaign PERFORMANCE
• Employ PROFESSIONAL practices