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Transcript of Unlawful to copy or distribute without written permission. Copyright 2005-2014. All rights reserved....
Unlawful to copy or distribute without written permission. Copyright 2005-2014. All rights reserved. Great Kolor LLC.
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Not For
Profit
Publicity WorkshopUnlawful to copy or distribute without written permission.
Copyright 2005-2014. All rights reserved. Great Kolor LLC.
Outdoor
AdvertisingGood News &
Bad News3
Unlawful to copy or distribute without written permission. Copyright 2005-2014. All rights reserved. Great Kolor LLC.
The bad newsisn’t all that
bad.And the goodnews can be
veryhelpful for you.
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Unlawful to copy or distribute without written permission. Copyright 2005-2014. All rights reserved. Great Kolor LLC.
First
What’savailable?
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Unlawful to copy or distribute without written permission. Copyright 2005-2014. All rights reserved. Great Kolor LLC.
Community
APT’sKiosks,
Billboards.
MUNI Bus
Kings,
Queens, Tails.
BART Banners.
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Unlawful to copy or distribute without written permission. Copyright 2005-2014. All rights reserved. Great Kolor LLC.
And More!
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Unlawful to copy or distribute without written permission. Copyright 2005-2014. All rights reserved. Great Kolor LLC.
8
When the economy
improves ->
Not So Good News
Unlawful to copy or distribute without written permission. Copyright 2005-2014. All rights reserved. Great Kolor LLC.
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Unlawful to copy or distribute without written permission. Copyright 2005-2014. All rights reserved. Great Kolor LLC.
Donations lag behind
business cycles. It’s
quite probable that 2014 will
be onemore trying
year.
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Not much to recommend except we grin and bear it - doing our very best
effort to hang in there.
Unlawful to copy or distribute without written permission. Copyright 2005-2014. All rights reserved. Great Kolor LLC.
AlsoAd agencies are desperate for
billable hours and clients.
They’re no longer in position to
compliment design and art work.
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Unlawful to copy or distribute without written permission. Copyright 2005-2014. All rights reserved. Great Kolor LLC.
And although media companies
are (kind of)
obligated to giveun-used
advertisingspace to 501(c)3’s.
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Unlawful to copy or distribute without written permission. Copyright 2005-2014. All rights reserved. Great Kolor LLC.
Generally speaking
they don’t like to.
Now Are You Ready For Some
Good News?
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Your team (with a gentle ongoing
effort) can move mountains.Unlawful to copy or distribute without written permission. Copyright 2005-2014. All rights reserved. Great Kolor LLC.
Although these media giant’s may not enjoy
giving available space away -
they still do.
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Why?Unlawful to copy or distribute without written permission. Copyright 2005-2014. All rights reserved. Great Kolor LLC.
They have a very strong self
interest +
incentive to keep their advertising
spaces filled.15
What’s that?Unlawful to copy or distribute without written permission. Copyright 2005-2014. All rights reserved. Great Kolor LLC.
Simply put
Empty space is bad for
their business.
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Unlawful to copy or distribute without written permission. Copyright 2005-2014. All rights reserved. Great Kolor LLC.
17
To keep their adspaces filled,
outdoor public service (PSA)
contributionshas been $300
million annually.Unlawful to copy or distribute without written permission. Copyright 2005-2014. All rights reserved. Great Kolor LLC.
And due to the large inventory of unused outdoor
ad space, it’s probable that
2014 donations will exceed 400 million dollars. 18
Unlawful to copy or distribute without written permission. Copyright 2005-2014. All rights reserved. Great Kolor LLC.
That’s over $1,000,000.
every day of free Outdoor Public
Service Advertising space available for YOUR message.
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Unlawful to copy or distribute without written permission. Copyright 2005-2014. All rights reserved. Great Kolor LLC.
Unlawful to copy or distribute without written permission. Copyright 2005-2014. All rights reserved. Great Kolor LLC.
We’ve observed various strategies
that media companies have used
to discourageNonprofits.
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Unlawful to copy or distribute without written permission. Copyright 2005-2014. All rights reserved. Great Kolor LLC.
The BigTHREE
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1) Non committal on availability.
2) Excessive fees.
3) Slow returning
calls.
Unlawful to copy or distribute without written permission. Copyright 2005-2014. All rights reserved. Great Kolor LLC.
And what happens
way too often ?
o Nonprofits pay retail.
o Some give up.
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Results • Too many over-
pay.• Others walk
away.
Unlawful to copy or distribute without written permission. Copyright 2005-2014. All rights reserved. Great Kolor LLC.
There is abetter way.
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Unlawful to copy or distribute without written permission. Copyright 2005-2014. All rights reserved. Great Kolor LLC.
So (without re-inventing the
wheel) how do youmove past
these roadblocks and get your piece of the outdoor
ad pie? 24
AIGA students are eager to build
their personal portfolios. Many
are ready to create fine
probono artwork for you. .
Do you want design
help?
Unlawful to copy or distribute without written permission. Copyright 2005-2014. All rights reserved. Great Kolor LLC.
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What can you do when
media reps will notcommit to
availability? • Be persistent.• Calendar far
ahead.
• Get commitments in writing.
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Unlawful to copy or distribute without written permission. Copyright 2005-2014. All rights reserved. Great Kolor LLC.
What can you do when quoted
excessive fees? • Simply explain
that you have no budget to support high costs.
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Unlawful to copy or distribute without written permission. Copyright 2005-2014. All rights reserved. Great Kolor LLC.
What can you do when
calls are not returned?
• Remain firm in your
commitment to move discussion forward.
• Phone, e-mail and then phone again.
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Unlawful to copy or distribute without written permission. Copyright 2005-2014. All rights reserved. Great Kolor LLC.
And if the mountain moving task proves to be
too daunting?• You can hire us -
and- we’ll only charge a cup of coffee a day.
• Although that’s information for another slide show… 29
Unlawful to copy or distribute without written permission. Copyright 2005-2014. All rights reserved. Great Kolor LLC.
Public Service Advertising is right outside
waiting for you.
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Unlawful to copy or distribute without written permission. Copyright 2005-2014. All rights reserved. Great Kolor LLC.
Conclusion
Thank You !11/2013
Unlawful to copy or distribute without written permission. Copyright 2005-2014. All rights reserved. Great Kolor LLC.
Gene Kahn, CEOGreat Kolor LLC
CA 415 / 902-6448
NY 917 / 272-1171 twitter: @genekahnwww.linkedin.com/pub/gene-kahn/1/626/331/
NotForProfitAdvertising.ComGreatKolor.Org / Net / Info / Com