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Breaking Through and Getting Results Implementing and Managing Media Campaigns. Presentation for Partnership for Tobacco-Free Maine May 28, 2008. Breaking Through and Getting Results.

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Breaking Through and

Getting ResultsImplementing and Managing Media Campaigns

Presentation for

Partnership for Tobacco-Free Maine

May 28, 2008


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Breaking Through and Getting Results

Provide lessons learned and help advance your discussion and problem solving around creating, managing and implementing your media campaigns.


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Breaking Through and Getting Results

Five key areas for building trust

  • A strong foundation

  • Agency needs

  • Target audience

  • Adjustments

  • Communicating success



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Breaking Through and Getting Results

Strong foundation

  • Stakeholders

  • Strategic plan

  • Value of communications

  • Identify values/risk tolerance

  • Approval process

  • Hire qualified people


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Breaking Through and Getting Results

Stakeholders

  • Who matters?


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Breaking Through and Getting Results

Strong Foundation

  • Strategic Plan

    • Goals and outcomes (Board driven)


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Breaking Through and Getting Results

Strong Foundation

  • Value of communications and media



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Breaking Through and Getting Results

Crisis management

  • “Three Mile Island Crisis”

  • Who was the utility involved?


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Breaking Through and Getting Results

Crisis management

Answer

• Metropolitan Edison Co.


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Breaking Through and Getting Results

Public service

  • One of the most recognized and successful crime fighting tools in the country.

  • What is this tool?


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Breaking Through and Getting Results

Public service

  • The FBI’s “Ten Most Wanted Fugitives” list


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Breaking Through and Getting Results

Build brand and drive sales

  • Edward Bernays built his reputation on winning over women to this consumer product in the 1920s and 30s.

  • What was the product?


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Breaking Through and Getting Results

Build brand

  • Cigarettes


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Breaking Through and Getting Results

Identify values and risk tolerance


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Breaking Through and Getting Results

Identify values and risk tolerance

  • Everything supports the strategic plan

  • Mix of innovation and best practices (message and medium)

  • Respect for target audience

  • Target audience drives creative


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Breaking Through and Getting Results

Approval Process

  • Clarify it, communicate it


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Breaking Through and Getting Results

Hire qualified people

  • Define their role

  • Empower them

  • Give them the tools they need


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Breaking Through and Getting Results

What does the agency need?


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Breaking Through and Getting Results

What does the agency need?

  • Goals

  • Your expertise (annual briefing books, etc.)

  • Communicate systems, values, approval process

  • Appreciation for what they are good at




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Breaking Through and Getting Results

Research – Minnesota Adult Tobacco Survey



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Breaking Through and Getting Results

Target Audience

  • They get to decide

  • Center of strategy and creative



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Breaking Through and Getting Results

Target audience

  • Professional Wrestling

  • Judge Judy

  • Days of Our Lives

  • The Bachelor

  • NASCAR


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Breaking Through and Getting Results

Target audience and formative research

  • Determine goals

  • Review secondary research

  • Primary research

  • Develop strategies for creative

  • Develop preliminary creative

  • Test with audience

  • Adjust (sometimes retest)

  • Produce ads

  • Evaluate



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Breaking Through and Getting Results

Adjustments

  • Need tools

    • Ad tracking surveys, Online testing, man-on-the street

  • Intention

    • Schedule debrief time


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Breaking Through and Getting Results

Communicating success

  • Intentional

  • Stakeholders



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Breaking Through and Getting Results

Best practices - What we contribute


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Breaking Through and Getting Results

  • Over 100,000 materials distributed at the State Fair and other events

  • $375,000 in bonus media

  • Reached 99% of Minnesotans, 92 times


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Breaking Through and Getting Results

Earned media – 11,060,600 impressions


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Breaking Through and Getting Results

  • $462,785 in bonus media

  • Reached 99% of Minnesotans, 126 times


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Breaking Through and Getting Results

Secondhand smoke media coverage -

18,803,485 impressions



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Breaking Through and Getting Results

Goodhue County Community Events


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Breaking Through and Getting Results

St. Cloud Area Coalition Print Ads


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Breaking Through and Getting Results

Moving forward

  • Inclusive

  • Patient

  • Persistent

  • Outside Influences

  • Focus




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