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Creating a PSA Partnership. Presented to: U.S. Air Force Recruiting Marketing Conference. Creating a PSA Partnership. Agenda Future Marketing Challenges Role of PSA Partners USAF PSA Program Review New Media Opportunities Client Support. Corporate Overview.

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Creating a psa partnership l.jpg

Creating a PSA Partnership

Presented to:

U.S. Air Force

Recruiting Marketing Conference


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Creating a PSA Partnership

  • Agenda

    • Future Marketing Challenges

    • Role of PSA Partners

    • USAF PSA Program Review

    • New Media Opportunities

    • Client Support


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Corporate Overview

  • 36 Years PSA Experience

  • Worked for over 105 clients

  • Worked for USAF 18 years

  • Distributed over 700 Campaigns

  • PUBSANS – Data-based Decisions

  • PSAs Primary Focus

  • Developer of the PSA Research Center


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Military PSA Experience

  • Navy

    • Field Account Director

    • Creative Clearance Director

    • PSA Consultant 10 years

  • USCG

    • Advertising Management Supervisor

    • PSA Consultant 12 years

  • USAF/USMC/ARNG/ANG/USNR

    • PSA Consultant


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    USAF Marketing Overview

    • You Had a Great Year!

      • 31,983 accessions -100 percent of goal

      • 98% from highest test scores

    • Marketing Challenges:

      • 73% youth aged 17 and 24 are ineligible

      • Everyone is competing for the 27%

      • One recruit to boot camp=100prospects

      • Armed conflicts in two theaters


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    USAF Marketing Overview

    • What About the Future?

      • Marketing Challenges:

        • Base realignment=smaller AF footprint

        • No active AF bases in 14 states north of S. KY

        • Diminishing presence=lower awareness

        • Two active recruiters in SD (77,000 sq miles)

        • Better economy=less fertile Marketing

        • Financial incentives – bonuses/college aid?


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    USAF Marketing Overview

    • What About the Future?

      • Marketing Challenges:

        • Sophisticated technology=need for smarter people

        • Cultural changes (language/tatoos/families)

        • Urbanization migration=only 8% of your prospects

        • New media and fragmentation


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    USAF Marketing Overview

    • What About the Future?

      • Reaching the Future Enlistment Cohort

        • 18 - 24 age group 40% spend 10 hours a week

          or more visiting MySpace/video clips/texting

        • Only 17% said they watch TV>10 hours a week

        • One percent spend 10 hours a week reading magazines or reading newspapers


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    USAF Marketing Overview

    • What About the Future?

      • Advertising Tactics

        • Use guerilla marketing

          • Work smarter, not harder

        • Leverage your resources

          • Expand/strengthen PSA program

          • Develop strong national/field partnership


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    USAF Marketing Overview

    • What About the Future?

      • Expand/strengthen PSA program

      • Rationale - why do PSAs?

        • Credible

        • Cost efficient

        • Reinforce paid

        • They work!

      • Lessons from the trenches


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    USAF Marketing Overview

    • Forging the PSA Partnership

      • Partner Roles


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    USAF Marketing Overview

    • Forging the PSA Partnership

      • National Role – AFRS HQs

      • Inform/educate the field on the process

      • Share all campaign information

      • Internet the ideal platform for sharing best practices

        • Wiki- a web browser wih a text editor

        • Blast emails to the field

        • IM chat

        • Blogs


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    USAF Marketing Overview

    • Forging the PSA Partnership

      • National Role – GSD&M

      • Understand media mindset

      • Create compelling/high-quality messages

      • Produce spot lengths stations can use


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    USAF Local Media Outreach

    Understanding the Audience/Media Mindset

    • Local Trumps National

      • 80% of respondents say local matters


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    USAF Local Media Outreach

    Understanding the Media Mindset

    • Will Phone Pitches Work With Me?


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    USAF Local Media Outreach

    Understanding the Audience/Media Mindset

    • There is no FCC PSA Mandate!

      • Don’t believe stations have to use your PSAs.

        They don’t.

    • You are not alone.


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    USAF TV Distribution Overview

    • Forging the PSA Partnership

      • Distributor Role

        • Develop the media 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


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    USAF Marketing Overview

    • Forging the PSA Partnership

      • PSA localization

        • Contact AFRS HQs

        • TV Give them localization information

          • Station/name of PSD/shipping address

          • Tape format for the station/tagging information

          • Tracked via Nielsen SIGMA

        • Radio PSAs are customized

          • Faxback form to be used to report localized usage


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    USAF TV Distribution Overview

    • Targeting Factors:

      • Budget

      • Previous usage

        • Overall – all clients

        • USAF only

      • Geographic coverage

      • Audience & reach


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    USAF Reporting Portal

    • Enter password/user name

    • Select campaign name

    • Select executive summary


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    USAF TV Distribution Overview

    • Share actionable reports with field


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    USAF TV Distribution Overview

    • Shared Reel Distribution

      • Bi-annual distribution – 500 Systems

      • 245 college stations


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    USAF RadioDistribution Overview

    • Radio Country Music Time

      • 2,100 C&W stations


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    USAF TV PSA Evaluation Overview

    • Reporting Methodology

      • Nielsen SpotTrac

        • Broadcast TV only

        • All 212 DMAs

        • 24/7 365

      • Affidavits

      • BRCs


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    USAF TV Evaluation Overview

    • Management Summary

      • Emailed to clients each month

    • Detailed Reports by Medium

    • Exportable to Excel

      • Executional reporting

      • Estimated audiences

      • Demographic feedback

      • Interactive Mapping


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    USAF TV Evaluation Overview

    • Broadcast TV Key Data Trends

      • Select campaign to view (Active or Archived)

      • Select medium

      • Select data source

      • Select Campaign to Date for cumulative data


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    USAF TV Evaluation Overview

    • Value by Daypart


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    USAF TV Evaluation Overview

    • Value by DMA


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    USAF TV Evaluation Overview

    • Value by Demographics


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    USAF TV Evaluation Overview

    • CablePAK Values to Date

      • 1990-2010

      • USAF total value: $27.253MM

      • Benefit-to-cost ratio: 178 to 1


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    USAF TV Evaluation Overview

    • Total Values

      • 1992-2010


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    USAF Radio Evaluation Overview

    • “Watermarking” process & BRCs

    • 2,500 major market stations

    • Software avoids redundancy


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    Applying Lessons Learned

    “Evaluation for the sake of data collection is a

    meaningless exercise”

    • Generating Actionable Data

      • Convert non-users to users

      • Show appreciation to sustain usage

      • Identify program weaknesses

      • Validate program strengths

      • Support organizational objectives

      • Sustain future funding


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    Fix deficiencies

    Study reports

    Determine problem markets

    Make media contacts

    How to place PSAs

    Applying Lessons Learned

    http://www.psaresearch.com/psaprimer.html


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    Length matters

    Applying Lessons Learned


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    Let it Play

    Applying Lessons Learned


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    CablePAK & PumpTop TV

    Exclusive distribution 12,600 screens

    Reaching 20 million motorists monthly

    USAF TV Distribution Overview


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    Thank the Media

    Applying Lessons Learned


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    Future USAF Recommendations

    • Develop Comprehensive Media Plan

      • Engage the “Old Media”

      • Include New Media


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    Future USAF Recommendations

    • Expand Radio PSA Program

      • According to the (RAB) radio reaches:

        • 75 percent of all consumers every day and 95

          percent every week

        • 96% of Internet users

        • listeners from 14-21 hours every

          week, depending upon their age.

      • Radio messages are recalled more frequently than TV - 51% to 38%

      • More mobile; better targeting


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    Future USAF Recommendations

    Develop Comprehensive Media Plan

    • Include New Media

      • Mobile Marketing


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    Future USAF Recommendations

    Develop Comprehensive Media Plan

    • Include New Media

      • IPod Marketing

        • In April 2007 the 100 millionth iPod was sold

        • Apple shipped 21,066,000 iPods during the 2007 1st quarter, representing 50 percent growth over the year earlier


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    Future USAF Recommendations

    Stay Abreast of Changing Technology

    • The Future is Digital


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    Client Support

    • PSA Research Center/FAQs

      • www.psaresearch.com


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    The Take Away

    • National Roles – USAFRC/GSD&M

      • Understand the media mindset

      • Produce compelling messages

      • Engage the field

      • Apply results to improve outcome

    • Distributor Role

      • Produce strategic distribution

      • Provide actionable data

      • Stay abreast of new media trends

    • Recruiter Role

      • Study reports

      • Make local outreach calls

      • Make your quota! 


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