1 / 35

The Power of PSAS

The Power of PSAS. Building a Stronger Brand Image for The American Legion Presented by:. The Power of PSAs. Agenda Current PSA Trends PSA Distribution Role of Promotion New Media Opportunities Future Legion Recommendations Client Support Activities.

dimaia
Download Presentation

The Power of PSAS

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. The Power of PSAS Building a Stronger Brand Image for The American Legion Presented by:

  2. The Power of PSAs • Agenda • Current PSA Trends • PSA Distribution • Role of Promotion • New Media Opportunities • Future Legion Recommendations • Client Support Activities

  3. Corporate Overview • 36 Years PSA Experience • Worked for over 105 clients • Worked for 9 military organizations • Distributed over 700 Campaigns • PUBSANS – Data-based Decisions • PSAs Primary Focus • Proud Veteran & American Legion Member

  4. 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

  5. The Power of PSAs • Current PSA Trends • More PSA campaigns • More media channels • Broadcast TV is still king • Changing audiences • Changing media habits • Localism matters • Digital delivery

  6. The Power of PSAs • More PSA Campaigns • Survey among 800 broadcast TV stations: • 39% reported getting 8 or more per week • Annually 320 to 1,560 • 40% increase in Nielsen TV campaigns tracked

  7. The Power of PSAs • More Media Channels • Broadcast TV • 1,300 stations; with 6 sub-channels • 7,800 potential channels • Cable TV • 10,000 + systems • 3,500 subs> must have PEG access • Top 5 reach 50 MM subscribers • Radio • 11,000 stations • On-line Media Sites - Indeterminate • Websites - Indeterminate • Out-of Home • Place-based media - Indeterminate

  8. The Power of PSAs • Broadcast TV is Still King • 70-80% of all value • Benchmark value: $2.5 to $4.75MM • NAB TV station survey: • 143 PSAs weekly, or 572 per month • Annual “avails” 6,864

  9. The Power of PSAs • Changing Audience Demographics • Differences in ethnicity

  10. The Power of PSAs • Changing Media Habits • Social media is in • 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

  11. The Power of PSAs • Changing Media Habits • Mobile media is in • A CTIA survey shows 285 million Americans are mobile subscribers • About 91 percent of the total population • 15 million over the same time last year • Callers used 1.12 trillion minutes of talk time • An average of 6.1 billion minutes used per day • About 21 minutes per person per day

  12. The Power of PSAs • Changing Media Habits • Print media as we knew it is dead • Last ABC audit: -9% newspaper average • 143 Kindles sold per 100 hard cover books • 15 million Ipads sold in 2010 • 17 MM Iphones in 4th qtr 2010 • Borders Books in bankruptcy • 269 of defunct magazines per Wikipedia

  13. The Power of PSAs Understanding the Media Mindset • Local Trumps National • 80% of respondents say local matters

  14. The Power of PSAs • Changing Media Tactics • Shotgun approach is out • Rifleshot approach is in • Horizontal AND vertical approaches

  15. The Power of PSAs • Digital Delivery • Broadcast quality digital downloads

  16. The Power of PSAs • New Trends Takeaway • Keep up with the trends • Adapt and embrace them • Make them work to your advantage

  17. The Power of PSAs • Developing the Distribution Plan • Targeting Factors: • Budget • Previous usage – overall and client • Geographic coverage • Audience & reach

  18. The Power of PSAs • Developing the Distribution 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

  19. The Power of PSAs • Role of Promotion • Adds significant value and reach • Ensures accuracy of efforts • Tactics • Target largest networks • Tailor approach to client audience • Websites/email • Use multiple media • PR Web • Our proprietary newsletters • Outbound telemarketing

  20. The Power of PSAs • Role of Promotion • PR Web • Permits embedded PSA in release

  21. The Power of PSAs • Role of Promotion • PR Web • Excellent metrics from Google & Yahoo

  22. The Power of PSAs • New Media Opportunities • PumpTop TV • Pentagon media • Airport dioramas • Washington Flyer Network • NAB Spot Center • Constant Contact blast emails • Place-based media • Doctors’ offices • Health spas • Point of sale • Hospitals • Airlines

  23. The Power of PSAs • Legion PSA Recommendations • Rationale - why do PSAs? • Credible • Cost efficient • Permit targeting • They work! • Go to www.psaresearch.com

  24. The Power of PSAs • Legion PSA Recommendations • PSAs can help build membership • Peace Corps recruiting • Generated 782,000 leads • Resulted in 58,558 applications • 21,456 invitations to join the Peace Corps • 18,028 Volunteers who actually joined • PSAs were main form of advertising

  25. The Power of PSAs • Legion PSA Recommendations • Develop formal PSA program • Distribute consistently • Hire professional producers • Hire professional distributor • Tactics • Use guerilla marketing • Leverage your resources • Consider crowd sourcing for production

  26. The Power of PSAs • Legion Recommendations • Forge stronger field PSA network

  27. The Power of PSAs • Legion Recommendations • Practice “fusion marketing” • Reach out to allied organizations • Volunteers of America • Department of Veterans Affairs • SAMHSA • U.S. Department of Labor • Media organizations • State broadcast assns • NAB • NCTA • RAB • OAA

  28. The Power of PSAs • Legion Recommendations • Cultivate military media • Military channel • Pentagon media • Comment on blogs • Join vet user groups

  29. The Power of PSAs • Legion Recommendations • Continue using shared reel distribution

  30. The Power of PSAs • Evaluation Reporting Portal • Enter password/user name • Select campaign name • Select executive summary

  31. The Power of PSAs • Legion Recommendations • Continue using shared reel distribution

  32. The Power of PSAs • Legion Recommendations • Continue using shared reel distribution • You generated 2.5 times more value

  33. Thank the Media Applying Lessons Learned

  34. Client Support • Social Marketing Resource Center • www.psaresearch.com

  35. The Take Away • PSAs Can be a Powerful Tool • Must Be Professionally Produced/Distributed • Adapt to New Demographics & Media Trends • Use Guerille Marketing Tactics • Engage Your Community Partners • Seek Collaborative Relationships • Use Economical Production/Distribution • Thank the Media for Their Support

More Related