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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
Creating a PSA Partnership

Presented to:

U.S. Air Force

Recruiting Marketing Conference

creating a psa partnership2
Creating a PSA Partnership
  • Agenda
    • Future Marketing Challenges
    • Role of PSA Partners
    • USAF PSA Program Review
    • New Media Opportunities
    • Client Support
corporate overview
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
military psa experience
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
usaf marketing overview
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
usaf marketing overview6
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?
usaf marketing overview7
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
usaf marketing overview8
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
usaf marketing overview9
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
usaf marketing overview10
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
usaf marketing overview11
USAF Marketing Overview
  • Forging the PSA Partnership
    • Partner Roles
usaf marketing overview12
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
slide13

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
usaf local media outreach
USAF Local Media Outreach

Understanding the Audience/Media Mindset

  • Local Trumps National
    • 80% of respondents say local matters
usaf local media outreach15
USAF Local Media Outreach

Understanding the Media Mindset

  • Will Phone Pitches Work With Me?
usaf local media outreach16
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.
usaf tv distribution overview
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
usaf marketing overview18
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
slide19

USAF TV Distribution Overview

  • Targeting Factors:
    • Budget
    • Previous usage
      • Overall – all clients
      • USAF only
    • Geographic coverage
    • Audience & reach
usaf reporting portal
USAF Reporting Portal
  • Enter password/user name
  • Select campaign name
  • Select executive summary
usaf tv distribution overview21
USAF TV Distribution Overview
  • Share actionable reports with field
usaf tv distribution overview22
USAF TV Distribution Overview
  • Shared Reel Distribution
    • Bi-annual distribution – 500 Systems
    • 245 college stations
usaf radiodistribution overview
USAF RadioDistribution Overview
  • Radio Country Music Time
    • 2,100 C&W stations
usaf tv psa evaluation overview
USAF TV PSA Evaluation Overview
  • Reporting Methodology
    • Nielsen SpotTrac
      • Broadcast TV only
      • All 212 DMAs
      • 24/7 365
    • Affidavits
    • BRCs
usaf tv evaluation overview
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
usaf tv evaluation overview26
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
usaf tv evaluation overview29
USAF TV Evaluation Overview
  • Value by Demographics
usaf tv evaluation overview30
USAF TV Evaluation Overview
  • CablePAK Values to Date
    • 1990-2010
    • USAF total value: $27.253MM
    • Benefit-to-cost ratio: 178 to 1
usaf tv evaluation overview31
USAF TV Evaluation Overview
  • Total Values
    • 1992-2010
usaf radio evaluation overview
USAF Radio Evaluation Overview
  • “Watermarking” process & BRCs
  • 2,500 major market stations
  • Software avoids redundancy
applying lessons learned
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
applying lessons learned34
Fix deficiencies

Study reports

Determine problem markets

Make media contacts

How to place PSAs

Applying Lessons Learned

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

usaf tv distribution overview37
CablePAK & PumpTop TV

Exclusive distribution 12,600 screens

Reaching 20 million motorists monthly

USAF TV Distribution Overview
future usaf recommendations
Future USAF Recommendations
  • Develop Comprehensive Media Plan
    • Engage the “Old Media”
    • Include New Media
slide40

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
future usaf recommendations41
Future USAF Recommendations

Develop Comprehensive Media Plan

  • Include New Media
    • Mobile Marketing
future usaf recommendations42
Future USAF Recommendations

Develop Comprehensive Media Plan

  • Include New Media
      • I Pod 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
future usaf recommendations43
Future USAF Recommendations

Stay Abreast of Changing Technology

  • The Future is Digital
client support
Client Support
  • PSA Research Center/FAQs
    • www.psaresearch.com
the take away
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! 