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Presentation for Partnership for Tobacco-Free Maine May 28, 2008

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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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Presentation Transcript
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Breaking Through and

Getting ResultsImplementing and Managing Media Campaigns

Presentation for

Partnership for Tobacco-Free Maine

May 28, 2008

breaking through and getting results
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

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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