Samhsa csap underage drinking prevention national media campaign
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Underage Drinking Prevention National Media Campaign Community Outreach Pilot Program Introductory Webinar. SAMHSA/CSAP Underage Drinking Prevention National Media Campaign Community Outreach Pilot Program Introductory Webinar Wednesday, March 7, 2012 2 p.m. to 3:30 p.m. EDT.

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Samhsa csap underage drinking prevention national media campaign

Underage Drinking Prevention National Media Campaign Community Outreach Pilot Program Introductory Webinar

SAMHSA/CSAP

Underage Drinking Prevention National Media Campaign

Community Outreach Pilot Program Introductory Webinar

Wednesday, March 7, 2012

2 p.m. to 3:30 p.m. EDT


Welcome and introductions

Welcome and Introductions

Lisa Falconer, MPH, CHES

Gallup, SAMHSA Underage Drinking Prevention National Media Campaign Contractor


Samhsa csap staff

SAMHSA CSAP Staff


Gallup communication training and technical assistance team

Gallup Communication Training and Technical Assistance Team

Katie Bass

Megan Cochrane

Lisa Falconer

Valerie Goode

Bill Goodwill


Pilot site introductions

Pilot Site Introductions


Introductory webinar agenda

Introductory Webinar Agenda

  • Brief Campaign Overview

  • Review of Expectations for Pilot Sites

  • Expert Tips on PSA Placement

  • Q & A Session

  • Reminder of Upcoming Kickoff Meeting and Adjournment


Underage drinking prevention national media campaign overview and pilot expectations

Underage Drinking Prevention National Media Campaign Overview and Pilot Expectations

Emily Novick, MPP

Public Health Advisor

Division of Systems Development

Center for Substance Abuse Prevention


Samhsa csap underage drinking prevention national media campaign

Role of Expert Panel

Involve CBOs in Campaign development

Engage stakeholders and build partnerships

Expand Campaign reach

Background


Samhsa csap underage drinking prevention national media campaign

RFP Released on November 7, 2011

More than 80 proposals received

RFP Process


Samhsa csap underage drinking prevention national media campaign

Selected Pilot Sites

Summit Prevention Alliance (Southwest Region) Frisco, CO

Erie County Council (Northeast Region) Buffalo, NY

Asian Health Coalition (Central Region) Chicago, IL

Metropolitan Drug Commission (Southeast Region) Knoxville, TN

People Reaching Out (Western Region) Sacramento, CA

NPN’s Five Regions


Samhsa csap underage drinking prevention national media campaign

Period of Performance – March 1, 2012 to August 15, 2012

Incorporate Campaign messages and materials

Host at least one event

Incorporate underage drinking research

Incorporate the Campaign’s key messages

Required Activities


Samhsa csap underage drinking prevention national media campaign

Mandatory Project Meeting

Reporting & submitting materials developed

Support from the Campaign

Additional Requirements


Expert tips on psa placement

Expert Tips on PSA Placement

Bill Goodwill

SAMHSA Underage Drinking Prevention National Media Campaign Contractor

SAMHSA/CSAP

Underage Drinking Prevention National Media Campaign

Community Outreach Pilot Program Introductory Webinar

Wednesday, March 7, 2 p.m. to 3 p.m. EDT


Why local outreach matters

Why Local Outreach Matters

  • PSAs with local benefits trump all others:

    • A survey of 1,000 stations shows PSAs benefiting the local community are most important


The psa environment

The PSA Environment

  • Competition for air time is intense

    • 39% of stations receive 8 to 30+ PSAs weekly


Media gatekeeper profile

Media Gatekeeper Profile

  • Gatekeepers typically:

    • Manage a non-revenue department

    • Are overworked and understaffed

    • Inundated with PSAs

    • Use voicemail to screen calls


Generating increased value

Generating Increased Value

  • You can impact campaign values:

    • Average campaign value of usage on 30 new TV stations is worth $1.1MM


The local media mindset

The Local Media Mindset

The Four R’s of Broadcasting

Public Service Directors

  • Revenues and Ratings Matter Most

    • They achieve them by Relevance and Recognition


The pilot site toolkit

The Pilot Site Toolkit

  • Samples of campaign materials:

    • TV PSAs with local tags

    • TV storyboards

    • Fact sheet on the UAD issue

    • Localizable press release

    • Live announcer and recorded radio PSAs

    • Localizable print PSAs

    • Other resources


Steps for local outreach

Steps for Local Outreach

  • Go to www.psaresearch.com/psaprimer.html

    • Concentrate on broadcast TV

    • Make an appointment

    • Be familiar with media content

    • Share creative

      • Why is the message important to their viewers?

      • What happens when the public responds?

      • Make it personal if you can

    • Keep it short!

    • Prepare leave-behind materials

    • Send a thank you note


Accessing local media lists

Accessing Local Media Lists

  • Go towww.goodwillcommunications.com

    • Enter user name and password

    • Click on Distribution Reports

    • Review reports for your locale


Accessing local media lists1

Accessing Local Media Lists

  • Click on the state for your locale:


Detailed distribution reports

Detailed Distribution Reports

  • Click on media type


Providing feedback on local media

Providing Feedback on Local Media

  • Media Contact Scenarios

    • Wrong contact, wrong address or

      important station missing from distribution list

      • Response: Use online survey feedback form


Local outreach checklist

Local Outreach Checklist

  • Media outreach steps:

    • Send changes to Goodwill via feedback form

    • We will re-post final distribution reports

    • We will ship materials in appropriate format to you

    • TV will be localized for your area

    • Review all materials on your Tool Kit DVD

    • Make media appointments


Making the media presentation

Making the Media Presentation

  • Be prepared:

    • Share creative with the media

    • Tell them why this issue is so important

    • Describe the call to action process

    • See if the media can offer other types of support

    • Provide a copy of the DVD tool kit to media


Evaluation reports

Evaluation Reports

  • Click on Evaluation Methodology

    • Evaluation data sources

    • Different types of reports


Evaluation reports1

Evaluation Reports

  • Report Access

    • Select medium

    • Select for your state

    • Export to Excel


Evaluation reports2

Evaluation Reports

  • Interactive Map

    • Place cursor over state and double click

    • Airplays and value are shown for state


The take away

The Take Away

  • Know your local media

  • Use national tools

  • Provide us with media updates

  • Be a media resource

  • Be persistent

  • Acknowledge media support


Q a session

Q & A Session


Upcoming kickoff meeting adjournment

Upcoming Kickoff Meeting & Adjournment

Lisa Falconer

Gallup, SAMHSA Underage Drinking Prevention National Media Campaign Contractor


Questions about the kickoff meeting or the pilot site program

Questions about the Kickoff Meeting or the Pilot Site Program?

Please contact:

Katie Bass

[email protected]

202.715.3079

Lisa Falconer

[email protected]

202.715.3147


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