The Power of PSAS

Building a Stronger Brand Image forThe American Legion

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The Power of PSAs Agenda

Current PSA Trends PSA Distribution Role of Promotion New Media Opportunities Future Legion Recommendations Client Support Activities

Corporate Overview 36 Years PSA Experience Worked for over 105 clients Worked for 9 military organizations Distributed over 700 Campaigns PUBSANS – Data-based Decisions PSAs Primary Focus Proud Veteran & American Legion Member

Military PSA Experience NavyNavy

Field Account DirectorField Account Director Creative Clearance DirectorCreative Clearance Director PSA Consultant 10 yearsPSA Consultant 10 years

USCGUSCG Advertising Management SupervisorAdvertising Management Supervisor PSA Consultant 12 yearsPSA Consultant 12 years

USAF/USMC/ARNG/ANG/USNRUSAF/USMC/ARNG/ANG/USNR PSA Consultant PSA Consultant

The Power of PSAsThe Power of PSAs Current PSA TrendsCurrent PSA Trends

More PSA campaignsMore PSA campaigns More media channelsMore media channels Broadcast TV is still kingBroadcast TV is still king Changing audiencesChanging audiences Changing media habitsChanging media habits Localism mattersLocalism matters Digital deliveryDigital delivery

The Power of PSAsThe Power of PSAs More PSA CampaignsMore PSA Campaigns

Survey among 800 broadcast TV stations:Survey among 800 broadcast TV stations: 39% reported getting 8 or more per week39% reported getting 8 or more per week Annually 320 to 1,560Annually 320 to 1,560 40% increase in Nielsen TV campaigns tracked40% increase in Nielsen TV campaigns tracked

The Power of PSAsThe Power of PSAs More Media ChannelsMore Media Channels

Broadcast TVBroadcast TV 1,300 stations; with 6 sub-channels1,300 stations; with 6 sub-channels 7,800 potential channels7,800 potential channels

Cable TVCable TV 10,000 + systems 10,000 + systems 3,500 subs> must have PEG access3,500 subs> must have PEG access Top 5 reach 50 MM subscribersTop 5 reach 50 MM subscribers

RadioRadio 11,000 stations11,000 stations

On-line Media Sites - IndeterminateOn-line Media Sites - Indeterminate Websites - IndeterminateWebsites - Indeterminate Out-of HomeOut-of Home Place-based media - IndeterminatePlace-based media - Indeterminate

The Power of PSAsThe Power of PSAs Broadcast TV is Still KingBroadcast TV is Still King

70-80% of all value70-80% of all value Benchmark value: $2.5 to $4.75MMBenchmark value: $2.5 to $4.75MM NAB TV station survey:NAB TV station survey:

143 PSAs weekly, or 572 per month143 PSAs weekly, or 572 per month Annual “avails” 6,864Annual “avails” 6,864

The Power of PSAsThe Power of PSAs Changing Audience DemographicsChanging Audience Demographics

Differences in ethnicityDifferences in ethnicity

The Power of PSAsThe Power of PSAs Changing Media HabitsChanging Media Habits

Social media is inSocial media is in 18 - 24 age group 40% spend 10 hours a week 18 - 24 age group 40% spend 10 hours a week or more visiting MySpace/video clips/textingor more visiting MySpace/video clips/texting Only 17% said they watch TV>10 hours a weekOnly 17% said they watch TV>10 hours a week One percent spend 10 hours a week reading magazines One percent spend 10 hours a week reading magazines

oror reading newspapers

The Power of PSAsThe Power of PSAs Changing Media HabitsChanging Media Habits

Mobile media is inMobile media is in A CTIA survey shows 285 million Americans are mobile subscribersA CTIA survey shows 285 million Americans are mobile subscribers About 91 percent of the total populationAbout 91 percent of the total population 15 million over the same time last year15 million over the same time last year Callers used 1.12 trillion minutes of talk time Callers used 1.12 trillion minutes of talk time An average of 6.1 billion minutes used per dayAn average of 6.1 billion minutes used per day About 21 minutes per person per dayAbout 21 minutes per person per day

The Power of PSAsThe Power of PSAs Changing Media HabitsChanging Media Habits

Print media as we knew it is deadPrint media as we knew it is dead Last ABC audit: -9% newspaper averageLast ABC audit: -9% newspaper average 143 Kindles sold per 100 hard cover books143 Kindles sold per 100 hard cover books 15 million Ipads sold in 201015 million Ipads sold in 2010 17 MM Iphones in 417 MM Iphones in 4thth qtr 2010 qtr 2010 Borders Books in bankruptcyBorders Books in bankruptcy 269 of defunct magazines per Wikipedia269 of defunct magazines per Wikipedia

0% 5% 10% 15% 20% 25%

Average

Washington Post

New York Times

USA Today

San Diego Tribune

NEWSPAPER CIRCULATION DECLINE

The Power of PSAsThe Power of PSAs

Local Trumps National 80% of respondents say local matters

Understanding the Media Mindset

The Power of PSAsThe Power of PSAs Changing Media TacticsChanging Media Tactics

Shotgun approach is outShotgun approach is out Rifleshot approach is inRifleshot approach is in Horizontal Horizontal AND AND vertical approachesvertical approaches

The Power of PSAsThe Power of PSAs Digital Delivery

Broadcast quality digital downloads

The Power of PSAsThe Power of PSAs New Trends Takeaway

Keep up with the trends Adapt and embrace them Make them work to your advantage

Developing the Distribution Plan Targeting Factors:Targeting Factors:

Budget Previous usage – overall and client Geographic coverage Audience & reach

The Power of PSAsThe Power of PSAs

The Power of PSAsThe Power of PSAs Developing the Distribution Plan

The PUBSANS database 30,000 Media Outlets 1,400 broadcast stations; 35 networks 1,800 local cable systems 12,500 radio stations; 50 networks English/ethnic/college media 9,000 daily/weekly newspapers 3,500 magazines - 75 vertical codes 400 outdoor companies Place-based media/Internet

The Power of PSAsThe Power of PSAs Role of Promotion

Adds significant value and reach Ensures accuracy of efforts

Tactics Target largest networks Tailor approach to client audience

Websites/email Use multiple media

PR Web Our proprietary newsletters Outbound telemarketing

The Power of PSAsThe Power of PSAs Role of Promotion

PR Web Permits embedded PSA in release

The Power of PSAsThe Power of PSAs Role of Promotion

PR Web Excellent metrics from Google & Yahoo

The Power of PSAsThe Power of PSAs New Media Opportunities

PumpTop TV Pentagon media Airport dioramas Washington Flyer Network NAB Spot Center Constant Contact blast emails Place-based media

Doctors’ offices Health spas Point of sale Hospitals Airlines

The Power of PSAsThe Power of PSAs Legion PSA RecommendationsLegion PSA Recommendations

Rationale - why do PSAs?Rationale - why do PSAs? CredibleCredible Cost efficientCost efficient Permit targetingPermit targeting They work! They work!

Go to Go to www.psaresearch.com

The Power of PSAsThe Power of PSAs Legion PSA RecommendationsLegion PSA Recommendations

PSAs can help build membershipPSAs can help build membership Peace Corps recruitingPeace Corps recruiting

Generated 782,000 leadsGenerated 782,000 leads Resulted in 58,558 applicationsResulted in 58,558 applications 21,456 invitations to join the Peace Corps21,456 invitations to join the Peace Corps 18,028 Volunteers who actually joined18,028 Volunteers who actually joined PSAs were main form of advertising PSAs were main form of advertising

The Power of PSAsThe Power of PSAs Legion PSA RecommendationsLegion PSA Recommendations

Develop formal PSA programDevelop formal PSA program Distribute consistentlyDistribute consistently Hire professional producersHire professional producers Hire professional distributorHire professional distributor

TacticsTactics Use guerilla marketingUse guerilla marketing

Leverage your resourcesLeverage your resources Consider crowd sourcing for productionConsider crowd sourcing for production

The Power of PSAsThe Power of PSAs Legion Recommendations

Forge stronger field PSA networkForge stronger field PSA network

The Power of PSAsThe Power of PSAs Legion Recommendations

Practice “fusion marketing”Practice “fusion marketing” Reach out to allied organizationsReach out to allied organizations

Volunteers of AmericaVolunteers of America Department of Veterans AffairsDepartment of Veterans Affairs SAMHSASAMHSA U.S. Department of LaborU.S. Department of Labor Media organizationsMedia organizations

State broadcast assnsState broadcast assns NABNAB NCTANCTA RABRAB OAAOAA

The Power of PSAsThe Power of PSAs Legion Recommendations

Cultivate military mediaCultivate military media Military channelMilitary channel Pentagon mediaPentagon media

Comment on blogsComment on blogs Join vet user groups Join vet user groups

The Power of PSAsThe Power of PSAs Legion Recommendations

Continue using shared reel distributionContinue using shared reel distribution

The Power of PSAsThe Power of PSAs Evaluation Reporting Portal Evaluation Reporting Portal

Enter password/user nameEnter password/user name Select campaign nameSelect campaign name Select executive summarySelect executive summary

The Power of PSAsThe Power of PSAs Legion Recommendations

Continue using shared reel distributionContinue using shared reel distribution

The Power of PSAsThe Power of PSAs Legion Recommendations

Continue using shared reel distributionContinue using shared reel distribution You generated 2.5 times more valueYou generated 2.5 times more value

$0 $500 $1,000 $1,500 $2,000 $2,500

S/S Average

F/W Average

Overall Average

American Legion

CablePAK VALUESF/W=Fall/Winter

S/S=Spring/Summer

In Millions

In Millions

Applying Lessons LearnedApplying Lessons Learned Thank the MediaThank the Media

Client Support Social Marketing Resource Center www.psaresearch.comwww.psaresearch.com

The Take Away PSAs Can be a Powerful ToolPSAs Can be a Powerful Tool Must Be Professionally Produced/DistributedMust Be Professionally Produced/Distributed Adapt to New Demographics & Media TrendsAdapt to New Demographics & Media Trends Use Guerille Marketing TacticsUse Guerille Marketing Tactics Engage Your Community PartnersEngage Your Community Partners Seek Collaborative RelationshipsSeek Collaborative Relationships Use Economical Production/DistributionUse Economical Production/Distribution Thank the Media for Their SupportThank the Media for Their Support