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USDA/NRCS Webinar

Local PSA OutreachPresented by:Bill Goodwill

NRCS PSA Distributor

Local PSA OutreachPresented by:

Bill GoodwillCEO, Goodwill Communications


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AGENDA• Why This Issue is Important• Overview of the 2015 NRCS PSA Campaign• The PSA Environment• The Importance of Local Outreach• Local Outreach Process• Evaluation Methodology• Accessing Reports• Follow-up Procedures• The Takeaway

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A PERSONAL NOTE

• I grew up on an organic farm.• My dad was reading Organic Gardening and Prevention magazines before they became a fad.• My dad taught me there is a connection between how you grow things and health.• When you raise a family of eight people on the land you learn to love it.

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WHY THIS ISSUE IS IMPORANT

● Our message is simple, but vital: “good soil is our sustenance…no soil…no food…no life.”

● We are losing more fertile soil to development every year – the soil that is closest to markets (41 million acres in the last 25 years – 1 acre per minute).

● Water for irrigation is becoming increasingly scarce, coupled with extreme weather events are adding to our food production challenges. ● NRCS is working with farmers to improve the health and productivity of their

soil through responsible management practices.● Whether we change the outcome, depends on how well we reach the public, which is what this campaign is all about.

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CAMPAIGN OVERVIEW

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CAMPAIGN OVERVIEW

● Focused on TV because it has the greatest reach and frequency.● Targeted 1,000 local broadcast stations and 153 national networks. (Effective reach is 1,500-6,000 due to sub-channels)● Designed all packaging elements including storyboard, dub labels. ● Employed aggressive promotional outreach effort.

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CAMPAIGN PROMOTION ● Used our proprietary newsletter to deliver the “deep sell.”● Posted the PSAs to our media download site PSA Digital.● Posted the files to NAB’s Spot Center dowload site.● Sent a news release to national journalists via PR Web.● Employed our outreach specialist to contact national networks.

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CAMPAIGN PROMOTION ● National Network Outreach

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THE PSA ENVIRONMENT

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THE PSA ENVIRONMENT● The competition for PSA airtime is intense

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IMPORTANCE OF LOCALISM

● Survey shows local trumps national issues

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● On average, getting 30 new TV stations to use your PSAs is worth approximately $1,100,000 in media value

WHY LOCAL OUTREACH IS IMPORTANT

$0 $200 $400 $600 $800 $1,000 $1,200

5STNS

10STNS

20STNS

30STNS

VALUE OF TYPICAL SSA TV PSAs

Using Patty Duke SIGMA Values Values in Thousands

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● Step 1: Access distribution lists.Go to: www.goodwillcommunications.comEnter: User name: USDA-NRCS2015

Password: UnlockPsA

LOCAL OUTREACH PROCESS

http://www.goodwillcommunications.com/

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● Step 1: Access distribution lists.Once on the NRCS reporting portal select Distribution


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● Step 1: Access distribution lists.Click on the U.S. map to access state media lists.


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● Step 1: Access distribution lists. PUI=Previous Usage Index


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● Step 2: Verify/correct media contact information.


- There is constant turnover in public service directors. - If the PSD has changed, use this feature to update us.

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● Step 3: Read this important article about local outreach.


Go to www.psaresearch.com/psaprimer.html - Try to make an appointment - Be familiar with station’s programming - Elevator pitch: Why is the message important? - Review the Broadcasters Café newsletter

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LOCAL OUTREACH PROCESS ● Step 4: Make an appointment.

- If you have local data on the soil, share it.

- Relevance in urban markets?

- Respect her time and keep it short! - Take leave behind materials on a zip drive

-- The PSAs in viewable form or link to You Tube -- Storyboard and Broadcasters Café newsletter* *Available in digital format

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. CAMPAIGN EVALUATION ● Methodology - Nielsen Spot Track system -- Monitors all 212 DMAs 24/7 -- Sends raw data to Goodwill -- We process into value added reports -- Posted every Thursday to NRCS portal - BRC vs SIGMA - More details on your reporting portal

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CAMPAIGN EVALUATION ● Step 5: Monitor PSA usage reports.

- Executive Summary Report

-- Gives an overview of the campaign from a national perspective

-- Posted to your portal at the first of every month

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. CAMPAIGN EVALUATION ● Step 5: Monitor PSA usage reports. - Did the stations you called on use your PSAs? - These reports will tell you.

“Evaluation for the sake of data collection alone is a meaningless exercise…”

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. LOCAL OUTREACH PROCESS ● Step 5: Monitor PSA usage reports. - Use this interactive map as a guide for future outreach.

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. LOCAL OUTREACH PROCESS ● Step 6: Thank the media. - When possible send personal thank you notes.

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THE TAKE AWAY• Distribution vs Placement: - We get PSAs to stations; you have to sell them

• You are the change agents • Short Term: Convert non-users to users

• Long term: Develop sustaining relationships

• Our common challenge: • The best marketer wins the battle for media time and space

• Those who win that battle, win the battle for consumer share of mind

attitude and behavior change towards social problems

• Give Us Your Feedback

• Visit www.psaresearch.com

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WE KEEP YOU CURRENT

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Q&A

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