Marketing PSA’s April 17, 2012. How can I get my PSA on the air?. PSAs must have relevance – relate to a social issue of importance to the media’s audience, have a local element PSAs must not advocate policy change or political agenda
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Marketing PSA’s April 17, 2012
How can I get my PSA on the air? • PSAs must have relevance – relate to a social issue of importance to the media’s audience, have a local element • PSAs must not advocate policy change or political agenda • PSAs that are professionally produced have a higher likelihood of being aired • PSAs must be sponsored by a 501c3 • PSAs must not overtly solicit donations
Production Questions/Tips • Are you using union talent? • Do you have a talent release? • Are you using a celebrity? • Have you produced your spots with slates? • Have you included a kill date in your slate and on spot label? • Do you have the right spot lengths/sizes/languages? • Are your spots closed-captioned? • What format are you developing and is it the preferred format for your media outlet and your distribution channel?
The Media • Having a good media list with up-to-date contacts and preferred format for PSAs is essential. • Develop your media list (TV, cable, radio, print, online) • Develop contacts at stations/outlets • Find out who is in charge of PSAs • Find out what they are interested in – has your cause personally touched them • Develop a relationship • Resources for traditional media: • www.TexasMediaDirectory.com • http://www.usnpl.com/txnews.php
TV Distribution • Outlets • TV stations – private and public • Cable – Cable networks, access channels • Closed networks – schools, school districts • Streaming • Distribution • Mail – tape/DVD • In-person • Digital (satellite, FTP, etc.) • Production • :60, :30, :20, :15 and :10 • Beta SP, DVD, FTP files – tech specs, CC, scripts
Radio Distribution • Outlets • Radio stations – private and public • Closed networks –school districts, retail, buildings, “on hold” systems • Streaming • Distribution • Mail - CD • In-person • Email • Production • :60, :30 • Various file formats (MP3 common), scripts
Print Distribution • Outlets • Newspapers– dailies, weeklies, monthlies, etc. • Tabloids (free local pubs) • Magazines, Zines (free parenting mags) • Distribution • Email • Production • Black & White/Color • Various sizes
Using social media to extend reach • Facebook • Leverage your organizations page as a platform • Use paid advertising on FB to drive traffic • Manage with FB self-serve tool with credit card • Link ad to either a FB page or outside URL • Purchase on a CPC basis ($1.50 avg.) • High impressions at low cost since (avg. click rate of approx. 0.02% -- banners avg. 0.05%). • Easy & cheap to produce ads (create in FB by typing headline, body copy, and uploaded image). • Link - https://www.facebook.com/business
Using social media to extend reach • YouTube • Create YouTube branded channel to serve your PSAs and longer length videos. • Use advertising on YouTube to drive additional traffic • Use Google Adwordsself-serve tool to manage with credit card • Link ad to either YouTube page or outside URL • Several ad options: In-Stream Video (Pre-roll), TrueView Video (Pre-roll), and Promoted Videos (Display Linked to Video) • Purchase CPC or CPV basis (avg. click/view rate is up to 2% with a CPC avg. of $1.25) • Link - http://www.youtube.com/advertise
Shelf Life • PSAs do get stale • Distribute them with an ideal campaign timeframe in mind • Redistribute them periodically (2-3 cycles)
Tracking and Measuring ROI • Determining ROI – Return on Investment is extremely important. • Valuation rules – be conservative, be consistent, be transparent • TV – encoding, station reports, manual reporting • Radio – station reports, manual reporting • Print – ad values and rate cards • Collateral – equivalent ad rates • Internet – SEM, pre-roll, banners
Resources • www.cdc.gov/healthcommunication/HealthBasics/HowToDo.html • http://cancer.gov/cancertopics/cancerlibrary/pinkbook/page6 • http://www.rand.org/health/projects/getting-to-outcomes/documents.html
Contact Chris Sharman (512) 478-4397 firstname.lastname@example.org