Date post: | 23-Jul-2015 |
Category: |
News & Politics |
Upload: | dakotabill |
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EFFECTIVE PSA CAMPAIGNS Step Two
Develop a Strategic Plan Conduct Pre-campaign research
Define the problem to be addressed in detail Define your baseline position Understand audience demographics/psychographics
Share Data With Your Campaign Team Include your distributor
Define Campaign Objectives Generate response/public action Create general awareness Change attitudes/behavior
EFFECTIVE PSA CAMPAIGNS Step Three
Hire an Experienced Producer The commercial and PSA fields are world apart Should have PSA experience Needs to understand the media mindset Share previous campaign experience/data
EFFECTIVE PSA CAMPAIGNS Step Four
Be Comprehensive/Inclusive Target all mass media
Each performs a different function Creates synergy
Include specialty media Internet/social media Place-based media
Target special audiences Hispanics African-Americans
EFFECTIVE PSA CAMPAIGNS Step Five
Know/Fulfill Media Needs Use children if you can Target specific contacts Provide message flexibility Know formats for all media outlets
EFFECTIVE PSA CAMPAIGNS Step Six
Engage the Media Local trumps national every time Show how their station will benefit Share fulfillment materials Tag with media/local partner
EFFECTIVE PSA CAMPAIGNS Step Seven
Understand Media Trends Broadcast TV rules
Spend more time cultivating TV Provide spot length flexibility
EFFECTIVE PSA CAMPAIGNS Step Eight
Promote! Promote! Promote! Send press releases to media trades Do Emailgrams, newsletters or blast faxes Post to You Tube Pitch the networks Engage media trade associations
EFFECTIVE PSA CAMPAIGNS Step Nine
Develop Strategic Distribution Plan Strong rationale for targeting Universal coverage Timing is everything Tie in with special media events
EFFECTIVE PSA CAMPAIGNS Step Ten
Engage Community Partners Share campaign tactics Provide distribution lists with actionable data Provide tagging opportunities If you do not have a local network; create one
EFFECTIVE PSA CAMPAIGNS“Evaluation for the sake of data collection is a “Evaluation for the sake of data collection is a
meaningless exercise”meaningless exercise” Step Eleven
Evaluate! Before. During. After. Don’t wait until the campaign has run its course It is too late then to affect change.
$0
$1,000,000
$2,000,000
$3,000,000
$4,000,000
$5,000,000
TV RADIO TOTAL
PSA BENCHMARKS
$4,306,194
CablePAK PRINT
EFFECTIVE PSA CAMPAIGNS Step Twelve
Take action on what you learn Identify program weaknessesIdentify program weaknesses Convert non-users to usersConvert non-users to users Validate program strengthsValidate program strengths Show appreciation to sustain usageShow appreciation to sustain usage