Post on 23-Feb-2017
transcript
Overview of the CTS PSA ProgramExpanding Awareness for Choose to Save™
Corporate Overview 33 Years PSA Experience PSAs Exclusive Mission Distribution & Evaluation in All Media PUBSANS™ - A Massive Media Database Extensive Financial Education Work 13 Years Working With EBRI/CTS 165 Clients/1,000 National PSA Campaigns
Goodwill Communications Financial PSA Campaign Experience
Social Security Administration IRS’s – Taxpayer Information Program Savings Bonds EBRI/ASEC – Choose to Save Program Securities Investor Protection Corporation U.S. Dept. of Labor – Savings Matters Campaign National Endowment for Financial Education
A Joint Broadcast TV Effort Pro-rated costs among all three participants Ten spots; each had unique SIGMA tracking code Distributed to 1,000 broadcast outlets CTS generated nearly half of all usage
The Half Hour Cable Promotion Solicitation package sent to 2000 cable systems Order card to get the program Cable stations could replace any two PSAs with paid commercials
Aggressive Promotion Articles in CablePAK News Created website and banner ad Produced joint email PSA with SSA Special event at Union Station CTS backgrounder in SSA Tool Kit
Sent to 125 regional SSA Public Affairs Specialists
Created Custom Website
Broadcast TV Distribution Targeted most frequent PSA users
Broadcast TV Distribution Direct delivery to 1,100 broadcast outlets “Big 4” broadcast networks in New York 153 national cable networks that use PSAs NAB closed circuit feed to members Super station via satellite 500 major cable systems via CablePAK
Broadcast TV Distribution Developed intrusive packaging concepts
Evaluation Reporting Evaluation Reporting Password ProtectedPassword Protected
www.goodwillcommunications.comwww.goodwillcommunications.com User: choosetosaveUser: choosetosave Pass: Savepsa3Pass: Savepsa3
Management summary Management summary Detailed usage data by media typeDetailed usage data by media type
Broadcast TV EvaluationBroadcast TV Evaluation Over half aired from 6AM-11PMOver half aired from 6AM-11PM
CHOOSE TO SAVE TV PSA DAYPART ANALYSIS
EM
DT
EF
PT
LE
LN
14,945 TOTAL PLAYS
51% AIR IN BEST DAYPARTS% PLAY IN BEST DAYPARTS
19%
23%12%2%
12%
31%
Broadcast TV EvaluationBroadcast TV Evaluation Two thirds aired in top 100 marketsTwo thirds aired in top 100 markets
7%
10%
6%
39%
38%TOP 10
11-30 MKTS
30-50 MKTS
50-100
100+
CHOOSE TO SAVE TV USAGE BY MARKET SIZE86% of U.S. TV H/H are in Top 100
Broadcast TV EvaluationBroadcast TV Evaluation TV PSA usage by spot lengthTV PSA usage by spot length
CHOOSE TO SAVE TV PSAs BY LENGTH
:60
:30
:10
6199
7490
1256
41%
50%
8%
PSA Program Evaluation Total values by media type
CHOOSE TO SAVE TOTAL PSA VALUES$42.5 Million Ad Equivalency
37%
58%
5%
BRDCST TVCABLE/VNRRADIO
CablePAK Rationale Cable provides more viewers “Narrowcasting" vs broadcasting Cable network PSA users have exploded from
35 in 2009 to 153 in 2015
CablePAK Rationale Pro-rating expenses lowers client cost $29 for individual distro vs $16 for CablePAK
CablePAK Distribution Spring and Fall 500 major cable systems; 15,000> subscribers 153 national networks Colleges, universities, municipal systems
CablePAK Packaging Custom box with 4/c storyboards Newsletter with feature stories
CablePAK Reporting CablePAK Reporting Detailed metricsDetailed metrics
Total user stationsTotal user stations Usage by market sizeUsage by market size # of airplays by spot length# of airplays by spot length Estimated valueEstimated value Gross ImpressionsGross Impressions
CablePAK Reports Last management summary Cost: $8,000; Value: $2.8 million ROI: 350 to 1
CablePAK Reports Choose to Save vs other participants
Why Consider CablePAK? Documented results Least expensive distribution Extract value from existing
PSAs Total turnkey program