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THE 5 P’s OF SUCCESSFUL PSA CAMPAIGNS

Learn the 5 P's of successful PSA campaigns, including planning, promotion, placement, performance assessment, and professionalism. Discover how to develop a formal plan and effectively distribute PSAs to target audiences. Avoid controversy and politics to ensure maximum impact. Evaluate the success of your campaign using the PUBSANS evaluation system.

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THE 5 P’s OF SUCCESSFUL PSA CAMPAIGNS

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  1. THE 5 P’s OF SUCCESSFULPSA CAMPAIGNS Presented by: Goodwill Communications, Inc. www.goodwillcommunications.com www.psaresearch.com

  2. PSA WORKSHOP • 5 P’s of PSAs • Planning • Promotion • Placement • Performance Assessment • Professionalism

  3. PSA WORKSHOP • Defining the Terms • What are PSAs? • Brief messages filling unsold time/space • Only not for profit qualify • No commercial plugs • Must be in the spirit of public service • Should avoid controversial topics • Note: there is no law saying PSAs must be used!

  4. PSA WORKSHOP Planning • Develop a Formal Plan • Define goals/scope • Create a Budget for: • Research • Production/creative approach • Promotion • Distribution • Evaluation • Establish a Timeline

  5. PSA WORKSHOP Planning • Do Pre-Campaign Research • Define stakeholders • Audience/media/internal • Analyze audiences • Demographic – age, sex, income • Psychographics - lifestyles • Qualitative – message testing • Quantitative – establish baseline • Understand media mindset • Local trumps national • Provide message flexibility

  6. PSA WORKSHOP Planning • Factors Affecting Usage • Competition • Format flexibility • Awareness of the issue • Relevance of message • Production quality • Promotional efforts

  7. PSA WORKSHOP Planning • Hire Experienced Producers • Avoid “talking heads” in TV • Carefully consider celebrities • Avoid controversy/politics • Include a call to action • Think multi-media • Target minority audiences

  8. PSA WORKSHOP Planning • Avoid Controversy • Vet celebrities carefully • Pee-wee Herman • Hugh Grant • Rob Lowe • Charley Sheen • Robert Downey, Jr. • Tiger Woods

  9. PSA WORKSHOP Planning • Avoid politics • This campaign launched the same day as the “Starr Report” – would you use it?

  10. PSA WORKSHOP Planning • The Distribution Plan • Scope • Media engagement tactics • Previous usage patterns • Key audience penetration • Community partner input • Delivery methods • Hard copy vs satellite • Local vs national distribution

  11. PSA WORKSHOP Planning • TV Targeting • Previous Usage Index

  12. PSA WORKSHOP Planning • National vs Local Distribution • Send PSAs to stations - not to field

  13. PSA WORKSHOP Planning • Explore New Media • Internet • Social media sites • Banner ads • On-line videos • Out-of-home • Place-based media

  14. PSA WORKSHOP Promotion • Campaign Outreach • Cultivate the networks • Engage the media • Pre-campaign alerts • Localize your issue via tags • Seek collaborative relationships • Media co-branding • Consider special event tie-in

  15. PSA WORKSHOP Planning • Pre-Campaign Alerts • Gives media a heads-up for scheduling • Provides background on your issue

  16. PSA WORKSHOP Promotion • Collaborative Relationships • Get NAB support • Seek co-branding

  17. PSA WORKSHOP Promotion • Involve Community Partners • Share reports with field • Distribution lists • Evaluation reports • Send PSA kits to the field • Tag materials • Coordinate local media visits

  18. PSA WORKSHOP • Involve Community Partners • Client Reporting Portal • Enter password/user name • Select campaign name • Providing report options • Field office breakouts • Previous usage practices of media

  19. PSA WORKSHOP Placement • Placement Involves: • Close captioning/tagging • Replication • Design/production of collateral • Packaging/fulfillment • Distribution to media

  20. PSA WORKSHOP Placement • Create Intrusive Packaging • Include facts on your issue/cause • Use good direct mail procedure • Compelling artwork and graphics • Make your point quickly • Include a “kill date” • Include a benefit statement

  21. PSA WORKSHOP Placement • TV Packaging That Works:

  22. PSA WORKSHOP Placement • Radio Packaging • FlexMailer concept • Conforms to lowest postal rates • Script booklet • CD with 5/c label

  23. PSA WORKSHOP Placement • Print Packaging • Hi-res PDFs in different sizes • Color & B&W • Thumbnail insert

  24. PSA WORKSHOP Placement • Consider Cost Effective Options • Shared-reel concepts • Unified minority packages • Put ANRs on Radio CDs • Consider long-form videos

  25. PSA WORKSHOP Performance Assessment • The PUBSANS Evaluation System • Nielsen electronic TV monitoring • Electronic audio tracking • Affidavits/BRCs • Print clippings

  26. PSA WORKSHOP Performance Assessment • Evaluate Objectives: • Generate actionable data • Sustain/increase usage • Convert non-users • Identify weaknesses • Validate program strengths • Sustain future funding

  27. PSA WORKSHOP Performance Assessment • Evaluation Reports • Management summary • Station/market usage • Usage by daypart/length • Demographic reports – 8 breakouts • Estimated value • National vs local breakouts • Exportable to Excel

  28. PSA WORKSHOP Performance Assessment • Validating Your Success • Debunking PSA myths • “Getting used during junk time” • “Only short spots are used” • “Limited life span ” • “Simply don’t work” • Don’t support our on-line efforts

  29. PSA WORKSHOP Performance Assessment • Debunking Myths • “Used at worst times”

  30. PSA WORKSHOP Performance Assessment • Mini-case - Debunking Myths • “Short spot usage ”

  31. PSA WORKSHOP Performance Assessment • Debunking Myths • “Limited life-span”

  32. PSA WORKSHOP Performance Assessment • Debunking Myths • Supporting on-line efforts

  33. PSA WORKSHOP Performance Assessment • Show How PSAs Help Your Mission • Return on investment • Generate media support • Encourage public participation • Stimulate public reaction • Greater public awareness

  34. PSA WORKSHOP Performance Assessment • Return on investment • 782,000 leads • 58,558 applications; 21,456 invitations

  35. PSA WORKSHOP Performance Assessment • Generating media support

  36. PSA WORKSHOP Performance Assessment • Shelf Life

  37. PSA WORKSHOP Performance Assessment • Stimulate public reaction • USDA/SCS 31,000 calls to 1-800-THE-SOIL • NIA 30,000 booklet requests • NIH 72,000 calls to cancer hotline

  38. PSA WORKSHOP Performance Assessment • Post-Campaign Follow-up • Analyze usage patterns • Contact non-users • Acknowledge usage

  39. PSA WORKSHOP Performance Assessment • Acknowledge PSA Usage • Certificates/letters of appreciation

  40. PSA WORKSHOP Professionalism • Keeping You Current • Public Service Report newsletter • GoodNews e-newsletter • PSA Research Center • Corporate website • Workshops

  41. PSA WORKSHOP • Summary – 5 Ps of PSAs • PLAN your work. Work your plan. • PROMOTE your campaign aggressively • Develop strategic PLACEMENT • Assess campaign PERFORMANCE • Employ PROFESSIONAL practices

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