Launching a New PSA Campaign

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Launching a New PSA Campaign

February 24, 2009
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(No Transcript)
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• Campaign Strategy Creative Development
• Campaign Creative
• Media Outreach
• QA

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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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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
pointing fingers at consumers personal vehicles
only creates defensiveness. While public
transportation 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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Creative Approaches Tested Three campaigns
approaches 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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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 public
transportation is easy.
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Campaign Creative
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Creative Concept You dont have to go to
extremes 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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• 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 early March 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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Distribution Media Outreach

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

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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
Social Media Campaign Strategy

• A way for the target audience to participate in
  the conversation about the environmental value of
  using public transportation
• Leverages the unique viral network effect of
  social media public transportation usage as an
  environmental status symbol
• Encourages individuals to influence the
  behavior of their friends and acquaintances
• Active influence evangelism across his/her
  social network
• Passive influence voyeuristic value of newsfeeds

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Distribution Media Outreach
Projected Outcome 17,100,000 - 23,000,000
Contributed Media Time Space
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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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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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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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Thank You!