5 Ps of PSAs

THE 5 P’s OF SUCCESSFUL

PSA CAMPAIGNS

Presented by:

Goodwill Communications, Inc.www.goodwillcommunications.com

www.psaresearch.com

CORPORATE BACKGROUND 25 Years in the PSA Field

PUBSANS – Total Service Concept

PSAs Exclusive Mission

Philosophy of Sharing

PSA Research Center

Distributed Over 500 National Campaigns

PSA WORKSHOP Defining the TermsDefining the Terms

What are PSAs?What are PSAs?• Brief messages filling unsold time/spaceBrief messages filling unsold time/space• Must be for not for profit Must be for not for profit • Must not use commercial plugsMust not use commercial plugs• Must be in the spirit of public serviceMust be in the spirit of public service• Should avoid controversial topicsShould avoid controversial topics• Note: there is no law saying PSAs must be Note: there is no law saying PSAs must be

used!used!

PSA WORKSHOP 5 P’s of PSAs5 P’s of PSAs

PlanningPlanning PromotionPromotion PackagingPackaging Performance AssessmentPerformance Assessment ProfessionalismProfessionalism

PSA WORKSHOP Planning

Tip #1: Do Pre-Campaign ResearchTip #1: Do Pre-Campaign Research Define stakeholdersDefine stakeholders

• Audience/media/internalAudience/media/internal Analyze audiencesAnalyze audiences

• Demographic – age, sex, incomeDemographic – age, sex, income• PsychographicsPsychographics - - lifestyleslifestyles

Qualitative – message testingQualitative – message testing Quantitative – attitude/behavior baselineQuantitative – attitude/behavior baseline Understand media mindsetUnderstand media mindset


Tip #2: Develop a Formal PlanTip #2: Develop a Formal Plan

Budget Budget Research Research Production/creative approachProduction/creative approach Define goals/scopeDefine goals/scope PromotionPromotion Distribution/evaluationDistribution/evaluation TimelineTimeline


Tip #3: Factors Affecting Usage Tip #3: Factors Affecting Usage CompetitionCompetition Format flexibilityFormat flexibility Awareness of the issueAwareness of the issue Relevance of messageRelevance of message Production qualityProduction quality Intrusive packaging Intrusive packaging


Mini-Case: Format FlexibilityMini-Case: Format Flexibility

$0

$500

$1,000

$1,500

$2,000

IRS PCORPS CDC VOA

VALUE IMPACT OF A :60 TV PSA

:60 VALUE

TOTAL VALUE67%

51%61% 74%


Tip #4: Hire Experienced Tip #4: Hire Experienced ProducersProducers Avoid “talking heads” in TVAvoid “talking heads” in TV Carefully consider celebrities Carefully consider celebrities Avoid controversy/politicsAvoid controversy/politics Include a call to actionInclude a call to action Think multi-mediaThink multi-media

PSA WORKSHOP Mini-case: avoid controversyMini-case: avoid controversy

Vet celebrities carefullyVet celebrities carefully

•Pee-wee HermanPee-wee Herman

•Hugh GrantHugh Grant

•Rob LoweRob Lowe

•Charley SheenCharley Sheen

•Robert Downey, Jr.Robert Downey, Jr.

PSA WORKSHOP Mini-case: avoid politicsMini-case: avoid politics


Tip #5: The Distribution PlanTip #5: The Distribution Plan ScopeScope Previous usage patternsPrevious usage patterns Key audience penetrationKey audience penetration Community partner inputCommunity partner input Delivery methodsDelivery methods

•Hard copy vs satelliteHard copy vs satellite

•Local vs national distributionLocal vs national distribution

PSA WORKSHOP Mini-Case: TV Targeting Mini-Case: TV Targeting

Previous Usage IndexPrevious Usage Index

TV & CABLE PSA PREVIOUS USAGE INDEX

42%

27%

20%

9% 2%

<10

>11<26

>26<51

>51<101

100+TOTAL USERS: 2,132 61% OF TOTAL

PSA WORKSHOP Mini-Case: National vs Local Mini-Case: National vs Local

Distribution Distribution Send PSAs to stations - not to fieldSend PSAs to stations - not to field

0 200 400 600 800

PSAs SENT

PSAs USED

NATIONAL VS LOCAL PSA DISTRO

NATIONAL

LOCAL

46%

$580,103 79%

$149,671 21%


Tip #6: Explore New MediaTip #6: Explore New Media InternetInternet Out-of-homeOut-of-home Place-based mediaPlace-based media E-mail PSAE-mail PSA

PSA WORKSHOP Promotion

Tip #7: Campaign OutreachTip #7: Campaign Outreach

Cultivate the networks Cultivate the networks Engage the mediaEngage the media

• Trade pressTrade press

• Localize your issue via tagsLocalize your issue via tags

Seek collaborative relationshipsSeek collaborative relationships Consider special event tie-inConsider special event tie-in


Tip #7: Campaign Tip #7: Campaign OutreachOutreach

PSA WORKSHOP Mini-Case: Pre-Campaign AlertsMini-Case: Pre-Campaign Alerts

Mini-Case:Mini-Case: Collaborative Collaborative RelationshipsRelationships SSA/Savings Bonds/ASEC SSA/Savings Bonds/ASEC

PartnershipPartnershipCHOOSE TO SAVE CAMPAIGN

$783,749 46%

$528,178 31%

$391,874 23%

Choose to SaveSSA

Savings Bonds

PSA WORKSHOP


Tip #8: Involve Community PartnersTip #8: Involve Community Partners Share distribution listsShare distribution lists Tag materialsTag materials Local media visitsLocal media visits Sample PSA kitsSample PSA kits Share resultsShare results Make data accessibleMake data accessible

PSA WORKSHOP

Mini-Case: Involve Community Mini-Case: Involve Community Partners Partners Making Distribution Data AccessibleMaking Distribution Data Accessible

• Password protectedPassword protected• Viewing/changing dataViewing/changing data

Providing report optionsProviding report options• Field office breakouts Field office breakouts • Hardcopy/electronicHardcopy/electronic


Tip #9: Use Other Promotional ToolsTip #9: Use Other Promotional Tools PSAs are not a panaceaPSAs are not a panacea VNRs/ANRsVNRs/ANRs Editorial outreachEditorial outreach Internet Internet Direct mailDirect mail Cause marketingCause marketing

PSA WORKSHOP Packaging

Tip #10: Create Intrusive Tip #10: Create Intrusive PackagingPackaging

Use good direct mail procedureUse good direct mail procedure•Compelling artwork and graphicsCompelling artwork and graphics

•Make your point quicklyMake your point quickly

Include a ‘benefit statement,’ e.g. Include a ‘benefit statement,’ e.g. why should the media care?why should the media care?

PSA WORKSHOP TV Packaging That Works:

PSA WORKSHOP

Mini-case: Radio Packaging Radio DiskPac concept

PSA WORKSHOP Mini-case Print Packaging

Ads in appropriate sizes Envelope with graphics

PSA WORKSHOP Packaging

Tip #11: Consider Cost Effective Tip #11: Consider Cost Effective OptionsOptions Shared-reel conceptsShared-reel concepts Unified minority packagesUnified minority packages Put ANRs on Radio CDsPut ANRs on Radio CDs Consider long-form videosConsider long-form videos

PSA WORKSHOP Mini-case: TV PSA ReinforcementMini-case: TV PSA Reinforcement

Cable TV long-form programsCable TV long-form programs

PSA WORKSHOP Mini-case: Cost Effective Mini-case: Cost Effective

Options Options

PSA WORKSHOP Mini-case: Cost Effective Mini-case: Cost Effective

Options Options CABLEPAK average valuesCABLEPAK average values

0 500000 1000000 1500000 2000000 2500000

1

3

5

7

CABLEPAK AVERAGE ANNUAL PSA VALUESAVERAGE VALUE PER CLIENT: $829,142

*single release only

PSA WORKSHOP Mini-case: cost effective Mini-case: cost effective

options options Radio DiskPAKRadio DiskPAK Saves $17,000Saves $17,000

PSA WORKSHOP Performance Assessment Tip #12: Evaluate ResultsTip #12: Evaluate Results

Objective: generate actionable dataObjective: generate actionable data• Sustain/increase usageSustain/increase usage

• Convert non-usersConvert non-users

• Identify program weaknessesIdentify program weaknesses

• Validate program strengthsValidate program strengths

• Sustain future fundingSustain future funding

PSA WORKSHOP Mini-case: PUBSANS EvaluationMini-case: PUBSANS Evaluation

SIGMASIGMA CMR audio trackingCMR audio tracking Affidavits/BRCsAffidavits/BRCs Print clippings Print clippings

PSA WORKSHOP Evaluation ReportsEvaluation Reports

Station/market usageStation/market usage Usage by daypart/lengthUsage by daypart/length Estimated valueEstimated value Management summaryManagement summary National vs local breakoutsNational vs local breakouts Electronic or hardcopy Electronic or hardcopy

PSA WORKSHOP Mini-Case: Using data to track Mini-Case: Using data to track

trendstrends

$0.00 $500.00 $1,000.00 $1,500.00 $2,000.00

ATLANTA

BOSTON

CHICAGO

DALLAS

DENVER

DC

LA

MINNEAP

NY

SF

SEATTLE

"HOW FAR BY PEACE CORPS OFFICE"AVERAGE PER REGION: $788,487

PSA WORKSHOP Performance Assessment Tip #13: Validate Your SuccessTip #13: Validate Your Success

Debunking PSA mythsDebunking PSA myths• ““Not used/negative environment” Not used/negative environment”

• “ “Getting used during junk time”Getting used during junk time”

• “ “Only short spots are used”Only short spots are used”

• “ “Limited life span ”Limited life span ”

• “ “Simply don’t work”Simply don’t work”

PSA WORKSHOP Mini-case - Debunking Mini-case - Debunking

MythsMyths ““Negative environment” Negative environment”

$0

$2,000,000

$4,000,000

$6,000,000

$8,000,000

$10,000,000

$12,000,000

IRS MWF SSA

TV PSA COMPARISONS '99/'00

00

99

126%

120%

164%


MythsMyths ““Used at worst times” Used at worst times”

"BLOCK/ROAD" TV PSA DAYPART ANALYSIS

EM

DT

EF

PT

LE

LN

27,605 TOTAL PLAYS74% PLAY IN BEST DAYPARTS


MythsMyths ““Short spot usage ” Short spot usage ”

"BLOCK/ROAD" TV LENGTH/VALUES19,321 Total Spots:15 :30

:60

$2,987,939

$471,780

In Millions

$1,782,279

11,023 SPOTS - 57%

1,687 SPOTS - 9%

6,611 SPOTS - 34%

PSA WORKSHOP Mini-case Debunking Mini-case Debunking

MythsMyths ““Limited life-span” Limited life-span”

$0

$2,000

$4,000

$6,000

$8,000

$10,000

6 MOS 12MOS 17MOS

"VALUE OF SERVICE" TV PSAPEACE CORPS

MILLIONS - SIGMA TV ONLY

PSA WORKSHOP Performance Assessment

Tip #14: Show How PSAs Help Your MissionTip #14: Show How PSAs Help Your Mission Return on investmentReturn on investment Generate media supportGenerate media support Encourage public participationEncourage public participation Stimulate public reaction Stimulate public reaction Greater public awareness Greater public awareness

PSA WORKSHOP Mini-Case: Performance Mini-Case: Performance

Assessment Assessment Return on investmentReturn on investment

•782,000 leads782,000 leads•58,558 applications; 21,456 58,558 applications; 21,456 invitationsinvitations

$0

$20,000,000

$40,000,000

$60,000,000

TV RADIO CPAK VNR PRINT

PEACE CORPS PSA PROGRAMTOTAL VALUE:$58.5 MILLION

PSA WORKSHOP Mini-case: Performance Mini-case: Performance

Assessment Assessment Generating media supportGenerating media support

0 200 400 600 800

TV

RADIO

PRINT

PSA CAMPAIGN BENCHMARKS

MARKETS

OUTLETS$2.54 MILLION

$713,732

$140,943

TOTAL VALUE $3.54 MILLION

PSA WORKSHOP Mini-case: Performance Mini-case: Performance

Assessment Assessment Shelf lifeShelf life

$0

$2,000

$4,000

$6,000

$8,000

$10,000

1 2

52 WEEKS VS 26 WEEKS SIGMA TRACKING

26 WEEKS

52 WEEKS

PEACE CORPS SAVINGS BONDS

$4.04

$6,424

$3.07

$8.82 Millions

PSA WORKSHOP Mini-caseMini-case: Performance : Performance

Assessment Assessment Stimulate public reactionStimulate public reaction

• USDA/SCS 31,000 calls to 1-800-THE-USDA/SCS 31,000 calls to 1-800-THE-SOILSOIL

• NIA 30,000 booklet requestsNIA 30,000 booklet requests• NIH 72,000 calls to cancer hotlineNIH 72,000 calls to cancer hotline

0

2000

4000

6000

8000

10000

12000

1ST QTR 2ND QTR TOTAL

USDA HARMONY TV PSA10,685 VOLUNTEER REQUESTS

PSA WORKSHOP Performance Assessment

Tip #15: Post-Campaign Tip #15: Post-Campaign Follow-upFollow-up Analyze usage patternsAnalyze usage patterns Convert non-usersConvert non-users Acknowledge usersAcknowledge users

PSA WORKSHOP

Mini-case: Follow-up proceduresMini-case: Follow-up procedures Using on-line distribution reportsUsing on-line distribution reports

PSA WORKSHOP Mini-case: Follow-up Mini-case: Follow-up

proceduresprocedures

PSA WORKSHOP Mini-case: Show AppreciationMini-case: Show Appreciation

Certificates/letters of appreciationCertificates/letters of appreciation

PSA WORKSHOP Professionalism Keeping You Current

Public Service Report newsletter GoodNews e-newsletter PSA Research Center Corporate website Workshops

PSA WORKSHOP Summary – 5 Ps of PSAs

PLAN your work. Work your plan.

PROMOTE your campaign aggressively

PACKAGE your campaign with pizzazz

Assess campaign PERFORMANCE

Employ PROFESSIONAL practices

5 Ps of PSAs

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