Iowa Department of Public Health SPF SIG Substance Abuse Media Webinar

1. Iowa Department of Public HealthSPF SIG Substance AbuseMedia Webinar Presented to Prevention Agencies January 24, 2012

2. How to Create a Substance Abuse Media Planin Your Local Area

3. Introductions • Julie Hibben, IDPH SPF SIG Project Director • Andrea Marinaro, ZLRIGNITION Vice President, Media Director • Kelly Konz, ZLRIGNITION Account Supervisor • Nick Grant, ZLRIGNITION Account Manager

4. Agenda • Campaign Overview • Review the SPF SIG Advertising Campaign and Statewide Media Schedule • “How to” Create a Media Plan • “How to” Reach the SPF SIG Target Audiences • Media Buying Basics • Placing Online Advertising • Campaign Creative Elements • Additional Advertising Options • Contact Information • Q&A

5. Campaign Overview • Statewide message about underage drinking and adult binge drinking • Mediums utilized are TV & outdoor • SPF SIG counties should use both campaigns • IDPH will not fund additional media campaigns through SPF SIG • Media campaign materials will be available to the SPF SIG Coordinator through ZLR • TV, outdoor, radio, print/posters, online banner ads

6. Campaign Overview • Counties will not be permitted to change the campaign materials and create new materials based on the campaigns • No giveaways, table tents, banners, etc. • Counties need to keep in mind the target populations of both campaigns when purchasing media • Non-SPF SIG funded counties can utilize the media campaigns by contacting Julie Hibben

7. SPF SIG Advertising Campaign & Statewide Media Schedule

8. Situation Analysis • Gather background information including concerns, industry statistics, competition, etc. • SPF SIG Example: Research findings • Underage • There is no stereotypical “face” to underage drinking – behavior transcends group, crowd, gender • Incidence of underage drinking is high among high school teens and increases as students age • Aspiration and inclusion are the most influential emotional drivers • Can’t tell this audience not to drink, instead educate on the risks and harms. Keep it real.

9. Situation Analysis • SPF SIG Example: Research findings • Binge • Young adults are underage, but more closely align with motivations of legal drinkers • Most adults are reluctant to self-identify with binge drinking. It is perceived as something a young adult does • Binge drinking is based on the individual’s mindset and behavior when drinking – this is more indicative that the definitive drinks-per-occasion definition

10. Target Audience • Underage audience is 13-20 with an emphasis on age 13-16 • Research indicates audience should be reached before their critical decision moment. Younger students are much more impressionable, therefore campaign is designed to give them the confidence to make a smart decision before they are faced with the decision to drink for the first time.

11. Target Audience • Binge audience is 18-44 with an emphasis on age 18-22 • Research indicates audience should be reached at the intersection of developmental lifestages, or as this group transitions to becoming young adults where the lifestage offers a constant drinking occasion.

12. Statewide Media Schedule

13. Media Objective • Raise awareness to combat both underage and binge drinking in the targeted 23 Iowa counties

14. Media Strategy • Reach teen and young adult audience through mass advertising in underage and binge drinking problem areas of the state

15. Media Tactics

16. Underage Media Schedule • Cable TV • Reason chosen: Geographically covers the specific counties and demographically targets the audience • Markets include: • Cedar Rapids • Cedar Rapids, Dubuque, Iowa City, Mason City, South Central Iowa (Ottumwa), Upper Mississippi, Waterloo • Des Moines • Central Iowa Interconnect (Ames, Des Moines, Fort Dodge, Marshalltown), Spencer, Western • Quad Cities • Clinton, Quad Cities, Southeast Iowa (Burlington)

17. Underage Media Schedule • Cable TV Tactics • Air commercials on highly-rated stations for 13-16 year-olds • Air 40 spots per week from 3pm – 12am • Air commercials for 10 weeks December through April

18. Underage Media Schedule • Broadcast TV – Sioux City DMA • Reason chosen: Reaches the counties of interest for the campaign. These counties are not reached by cable. Can target the audience with programming. • Commercials will air during live airings of American Idol each week to efficiently reach the 13-16 year-old target audience • Schedule runs for 9 weeks, January – March (one spot per week)

19. Underage Media Schedule • Outdoor • Extends reach into the counties of interest • Billboards will post for 8 weeks in December and January • Some boards were added later as they became available and will run when available through September 2012

20. Binge Media Schedule • Cable TV • Reason chosen: Geographically covers the specific counties and demographically targets the audience • Markets include: • Cedar Rapids • Cedar Rapids, Dubuque, Iowa City, Mason City, South Central Iowa (Ottumwa), Upper Mississippi, Waterloo • Des Moines • Central Iowa Interconnect (Ames, Des Moines, Fort Dodge, Marshalltown), Spencer, Western • Quad Cities • Clinton, Quad Cities, Southeast Iowa (Burlington)

21. Binge Media Schedule • Cable TV Tactics • Commercials will air on highly-rated stations • 40 spots per week will air from 6am – 12am • Schedule runs for 10 weeks between December and April

22. Binge Media Schedule • Broadcast TV – Sioux City DMA • Reason chosen: Reaches the counties of interest for the campaign. These counties are not reached by cable. Can target the audience with programming. • Spots air for 4 weeks in February • Commercials will air during programming that best reaches the 18-22 year-old audience • Purchase 50 rating points/week • Equivalent to reaching 50% of this audience each week

23. Binge Media Schedule • Outdoor • Extends reach into the counties of interest • Billboards will post for 8 weeks in December and January • Some boards were added later as they became available and will run when available through August 2012

24. “How to” Create aMedia Plan

25. “How to” Create a Media Plan Step 1: • What is your budget? • Determining your budget for paid advertising will guide a lot of media options and “weed out” those that are too costly to utilize effectively

26. “How to” Create a Media Plan Step 2: Define your Objective • What is your goal, what do you want to accomplish? • Is it measurable? • Example: • Increase web site clicks, increase calls to a phone number • Or, are you simply generating awareness of the message with an audience?

27. “How to” Create a Media Plan Step 3: Strategies • How are you going to accomplish that goal? • Example: • Air a media campaign in Dubuque county to target 13-16 year-olds using cable • Once the strategy is finalized: • Contact the cable company and get rates to run commercials • Work with sales staff to put a buy together using your budget and objectives

28. “How to” Create a Media Plan Step 4: Tactics • What are your tactics or deliverables? • Tactic examples: • Spend $5,000 and air 40 commercials a week on cable in the Dubuque cable zone for 4 weeks on MTV and Comedy central from 6a-12a • Post a billboard in Dubuque county for 4 weeks

29. “How to” Reach the Target Audiences with Paid Ads

30. Underage Drinking How do you reach the younger, youth population? • Cable Advertising – Pay to run commercials on MTV, ABC Family, ESPN • Online Advertising – Pay to run banner ads or text ads on www.youtube.com, www.facebook.com, www.myyearbook.com, www.tagged.com • Other ideas (not paid media): • Ask schools to put the posters up in common areas • Go to libraries, restaurants and ask them to put up posters • Message timing: Look to run ads after 3pm on television as 13-16 year-olds are in school during the day

31. Binge Drinking Where do you reach the young adult population? Cable Advertising – Pay to run commercials on Comedy Central, Discovery Channel, ESPN Online Advertising – Pay to run banner ads or text ads on www.youtube.com, espn.go.com, tmz.com, www.facebook.com College Newspapers – Pay to put an ad in college newspapers Bus/Transit Ads – Pay to place ads in or outside on buses Restaurant/Bar Signage – Pay to place ads in public restrooms at local bars/restaurants or receive permission to post in college buildings

32. Binge Drinking (continued) • Other ideas (not paid media): • Social media – Create Facebookand Twitter, you can create accounts and get friends or post status updates • Message timing: The young adult population size may increase over the holidays or summer when students are back home for college break

33. Media Buying Basics

34. Media Buying Basics • Television Programming for Teens & 18-22 year-olds • Early Fringe 3p-5p: Simpsons, Family Guy • Prime Access 6:30p: Two and a Half Men • Prime Time 7p-10p: American Idol, Glee, Simpsons, Modern Family, House, CSI, How I Met Your Mother • Cable Networks/Programming for Teens & 18-22 year-olds • ESPN, Discovery, MTV, TLC, FX, TBS, Cartoon, Comedy, History, TNT, Spike, ABC Family, E!, Animal Planet • Sportscenter, Teen Mom II, Pretty Little Liars, Kardashians, Daily Show, E! News, Chelsea Lately, Family Guy, Tosh.O, Cake Boss, Swamp People, Storm Chasers, King of the Hill, America’s Funniest Home Videos

35. Media Buying Basics • Cable and Television – If you buy a commercial to air during a wide time frame such as 6am-12am on ABC Family for example, those spots are cheaper than buying a spot in a specific program such as Pretty Little Liars on ABC Family at 7pm. When you narrow the time frames to buy specific programs, the ratings are higher so the rate is higher. • Spots purchased from 6a-12a would be called rotator spots as they rotate to run anytime during that time period

36. Media Buying Basics • Radio – To reach teens, you would buy a station with a format that teens like, for example, CHR (Contemporary Hits Radio – Top 40), Country, Hot Adult Contemporary, Rock • Those stations will have better ratings for teens than news/talk for example. Local county radio stations don’t have ratings, but usually have good listenership for the people that live in those counties and can be good to purchase depending on format of music played.

37. Media Buying Basics • Print – Cost doesn’t change depending on when purchased. Different size ads are different rates. • This campaign is targeted to teens and younger adults print ads in community or metro papers may not be the most efficient method to reach this audience as costs may be high and reach low • Outdoor – Rates are different depending on the visibility of the board and the number of people who see it every day. • For example, a board in the city of Dubuque is more expensive than one on outskirts of town or in a rural area

38. Pros and Cons of Advertising Options

39. Each circle represents a cable zone that can be purchased.

40. Each circle represents a television market area (DMA) that can be purchased

41. Pros and Cons of Advertising Options

42. Cost Comparisons for Ads Note: Costs are constantly changing and are based on multiple factors, these numbers are for reference only Generally, low cost options are: Cable, online, rural radio stations, bus signage, bathroom signage

43. Cost Comparisons for Ads For example, if your budget is $1,000 for Des Moines, you could buy the following on each medium if you spent $1,000 on each individual medium. Below outlines what you could get on cable for $1,000 compared to $1,000 on broadcast television for example. This depends on actual advertising rates, but this is an estimate of how mediums might compare to help you make a choice on where to spend your money.

44. Low Cost Options • Depending on your budgets and objectives, the following are good low-cost options: • Cable ads • Online ads • Rural radio station ads • Bus signage • Bathroom signage

45. Glossary of Media Terms

46. Media Sales Representatives

47. Media Sales Representatives

48. Media Sales Representatives

49. Placing Online Advertising • Facebook: • Login to http://www.facebook.com/ads/create/ • Follow steps to create your text ad and set budget • Geo-target to reach Iowans or only those in your county • Purchase ads as pay per click where you only pay when someone clicks on the ad • Costs approximately $1 per click • Ads will show up thousands of times but you only pay when someone clicks and goes to your website or Facebookpage

50. Placing Online Advertising • You Tube or other Google sites (espn.go.com, tmz.com, myyearbook.com): • Login to https://www.google.com/intl/en/ads/new/ • Set-up an account and follow the steps to create a campaign and upload ads • Geo-target to reach Iowans or only those in your county • Cost is roughly $2.50 for one-thousand ads on these sites • $500 yields approx. 200,000 impressions on these websites • You pay for impressions (approx. $2.50 CPM (cost per thousand))