creating a psa partnership presented to: u.s. air force recruiting marketing conference
TRANSCRIPT
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 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 NavyNavy
Field Account DirectorField Account Director Creative Clearance DirectorCreative Clearance Director PSA Consultant 10 yearsPSA Consultant 10 years
USCGUSCG Advertising Management SupervisorAdvertising Management Supervisor PSA Consultant 12 yearsPSA Consultant 12 years
USAF/USMC/ARNG/ANG/USNRUSAF/USMC/ARNG/ANG/USNR PSA Consultant PSA Consultant
USAF Marketing OverviewUSAF Marketing Overview You Had a Great Year!You Had a Great Year!
31,983 accessions -100 percent of goal31,983 accessions -100 percent of goal 98% from highest test scores98% from highest test scores
Marketing Challenges:Marketing Challenges: 73% youth aged 17 and 24 are ineligible73% youth aged 17 and 24 are ineligible Everyone is competing for the 27%Everyone is competing for the 27% One recruit to boot camp=100One recruit to boot camp=100 prospectsprospects Armed conflicts in two theatersArmed conflicts in two theaters
USAF Marketing OverviewUSAF Marketing Overview What About the Future?What About the Future?
Marketing Challenges:Marketing Challenges: Base realignment=smaller AF footprintBase realignment=smaller AF footprint No active AF bases in 14 states north of S. KYNo active AF bases in 14 states north of S. KY Diminishing presence=lower awarenessDiminishing presence=lower awareness Two active recruiters in SD (77,000 sq miles)Two active recruiters in SD (77,000 sq miles) Better economy=less fertile MarketingBetter economy=less fertile Marketing Financial incentives – bonuses/college aid?Financial incentives – bonuses/college aid?
USAF Marketing OverviewUSAF Marketing Overview What About the Future?What About the Future?
Marketing Challenges:Marketing Challenges: Sophisticated technology=need for smarter peopleSophisticated technology=need for smarter people Cultural changes (language/tatoos/families)Cultural changes (language/tatoos/families) Urbanization migration=only 8% of your prospectsUrbanization migration=only 8% of your prospects New media and fragmentationNew media and fragmentation
USAF Marketing OverviewUSAF Marketing Overview What About the Future?What About the Future?
Reaching the Future Enlistment CohortReaching the Future Enlistment Cohort 18 - 24 age group 40% spend 10 hours a week 18 - 24 age group 40% spend 10 hours a week
or more visiting MySpace/video clips/textingor more visiting MySpace/video clips/texting Only 17% said they watch TV>10 hours a weekOnly 17% said they watch TV>10 hours a week One percent spend 10 hours a week reading magazines One percent spend 10 hours a week reading magazines
oror reading newspapers
USAF Marketing OverviewUSAF Marketing Overview What About the Future?What About the Future?
Advertising TacticsAdvertising Tactics Use guerilla marketingUse guerilla marketing
Work smarter, not harderWork smarter, not harder
Leverage your resourcesLeverage your resources Expand/strengthen PSA programExpand/strengthen PSA program Develop strong national/field partnershipDevelop strong national/field partnership
USAF Marketing OverviewUSAF Marketing Overview What About the Future?What About the Future?
Expand/strengthen PSA programExpand/strengthen PSA program Rationale - why do PSAs?Rationale - why do PSAs?
CredibleCredible Cost efficientCost efficient Reinforce paidReinforce paid They work! They work!
Lessons from the trenchesLessons from the trenches
USAF Marketing OverviewUSAF Marketing Overview Forging the PSA PartnershipForging the PSA Partnership
Partner Roles
USAF Marketing OverviewUSAF Marketing Overview Forging the PSA PartnershipForging 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 editorWiki- a web browser wih a text editor Blast emails to the fieldBlast emails to the field IM chatIM chat BlogsBlogs
Forging the PSA PartnershipForging the PSA Partnership National Role – GSD&M Understand media mindset Create compelling/high-quality messages Produce spot lengths stations can use
USAF Marketing OverviewUSAF Marketing Overview
USAF Local Media OutreachUSAF Local Media Outreach
Local Trumps National 80% of respondents say local matters
Understanding the Audience/Media Mindset
USAF Local Media OutreachUSAF Local Media Outreach
Will Phone Pitches Work With Me?
Understanding the Media Mindset
USAF Local Media OutreachUSAF Local Media Outreach
There is no FCC PSA Mandate! Don’t believe stations have to use your PSAs. They don’t.
You are not alone.
Understanding the Audience/Media Mindset
USAF TV Distribution OverviewUSAF TV Distribution Overview Forging the PSA PartnershipForging 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 OverviewUSAF Marketing Overview Forging the PSA PartnershipForging 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
Targeting Factors:Targeting Factors: Budget Previous usage
Overall – all clients USAF only
Geographic coverage Audience & reach
USAF TV Distribution OverviewUSAF TV Distribution Overview
USAF Reporting USAF Reporting PortalPortal Enter password/user nameEnter password/user name Select campaign nameSelect campaign name Select executive summarySelect executive summary
USAF TV Distribution OverviewUSAF TV Distribution Overview Share actionable reports with field
USAF TV Distribution OverviewUSAF TV Distribution Overview Shared Reel Distribution
Bi-annual distribution – 500 Systems 245 college stations
USAF RadioDistribution OverviewUSAF RadioDistribution Overview Radio Country Music Time
2,100 C&W stations
USAF TV PSA Evaluation OverviewUSAF TV PSA Evaluation Overview Reporting Methodology Reporting Methodology
Nielsen SpotTracNielsen SpotTrac Broadcast TV onlyBroadcast TV only All 212 DMAsAll 212 DMAs 24/7 365 24/7 365
AffidavitsAffidavits BRCsBRCs
USAF TV Evaluation OverviewUSAF TV Evaluation Overview Management SummaryManagement Summary
Emailed to clients each monthEmailed to clients each month Detailed Reports by MediumDetailed Reports by Medium Exportable to ExcelExportable to Excel
Executional reportingExecutional reporting Estimated audiencesEstimated audiences Demographic feedbackDemographic feedback Interactive Mapping Interactive Mapping
USAF TV Evaluation OverviewUSAF TV Evaluation Overview Broadcast TV Key Data TrendsBroadcast TV Key Data Trends
Select campaign to view (Active or Archived)Select campaign to view (Active or Archived) Select mediumSelect medium Select data sourceSelect data source Select Campaign to Date for cumulative dataSelect Campaign to Date for cumulative data
USAF TV Evaluation OverviewUSAF TV Evaluation Overview Value by DaypartValue by Daypart
USAF TV PSA USAGE BY DAYPART58% Used at Best Times of Day
14%
16%
10%2%16%
42%
EM DT EF PT LE LN
USAF TV Evaluation OverviewUSAF TV Evaluation Overview Value by DMAValue by DMA USAF TV VALUES BY DMA
58% in Top 100
6% 2% 6%4%
40%
42%
1 Tto 10 11 to 30 31 to 50
51 to 75 76 to 100 100+
USAF TV Evaluation OverviewUSAF TV Evaluation Overview Value by DemographicsValue by Demographics
USAF GROSS IMPRESSIONS BY AUDIENCE
33%
1%
31%
6%
15%
14%
12+ 12 TO 17 18+18 TO 34 25 TO 54 55+
USAF TV Evaluation OverviewUSAF TV Evaluation Overview CablePAK Values to DateCablePAK Values to Date
1990-20101990-2010 USAF total value: $27.253MMUSAF total value: $27.253MM Benefit-to-cost ratio: 178 to 1Benefit-to-cost ratio: 178 to 1
$750
$800
$850
$900
$950
S/SAverage
F/WAverage
OverallAverage
USAFAverage
USAF AVERAGE vs CABLEPAK AVERAGE
S/S Average
F/W Average
Overall Average
USAF Average
USAF TV Evaluation OverviewUSAF TV Evaluation Overview Total ValuesTotal Values
1992-20101992-2010
TOTAL USAF VALUES BY MEDIUM
73%
16%
4% 7%
BRDCST TV
CABLEPAK
RADIO
CMT RADIO
USAF Radio Evaluation OverviewUSAF Radio Evaluation Overview ““Watermarking” process & BRCsWatermarking” process & BRCs 2,500 major market stations2,500 major market stations Software avoids redundancySoftware avoids redundancy
Applying Lessons LearnedApplying Lessons Learned
Generating Actionable DataGenerating Actionable Data Convert non-users to usersConvert non-users to users Show appreciation to sustain usageShow appreciation to sustain usage Identify program weaknessesIdentify program weaknesses Validate program strengthsValidate program strengths Support organizational objectives Support organizational objectives Sustain future fundingSustain future funding
““Evaluation for the sake of data collection is a Evaluation for the sake of data collection is a meaningless exercise”meaningless exercise”
Applying Lessons LearnedApplying Lessons Learned Fix deficienciesFix deficiencies
Study reportsStudy reports Determine problem marketsDetermine problem markets Make media contactsMake media contacts How to place PSAsHow to place PSAs
http://www.psaresearch.com/psaprimer.html
Applying Lessons LearnedApplying Lessons Learned
0
20,000
40,000
60,000
80,000
100,000
120,000
140,000
PCorps"Service"
VOA "Fish" Bonds"Dinosaur"
TOTALS:
:60s Vs Total PSA Plays
:60s
Total53%
56%61%
56%
Length mattersLength mattersUSAF 60TH ANNIVERSARY USAGE BY
SPOT LENGTH
77%
18%5%
:60
:30
:15
12,881 AIRPLAYS
5,681 AIRPLAYS 3,685 AIRPLAYS
Applying Lessons LearnedApplying Lessons Learned Let it PlayLet it Play
$0
$2,000
$4,000
$6,000
26 WEEKS 52 WEEKS 65 WEEKS
EPA "LIGHTING" TV PSA SHELF LIFE
$2.4MM
$3.8MM$4.5MM
USAF TV Distribution OverviewUSAF TV Distribution Overview CablePAK & PumpTop TVCablePAK & PumpTop TV
Exclusive distribution 12,600 screensExclusive distribution 12,600 screens
Reaching 20 million motorists monthlyReaching 20 million motorists monthly
Applying Lessons LearnedApplying Lessons Learned Thank the MediaThank the Media
Future USAF Recommendations Develop Comprehensive Media Plan
Engage the “Old Media” Include New Media
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 Recommendations
Future USAF Recommendations
Include New Media Mobile Marketing
Develop Comprehensive Media Plan
Future USAF Recommendations
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
Develop Comprehensive Media Plan
Future USAF Recommendations
The Future is DigitalStay Abreast of Changing Technology
Client Support PSA Research Center/FAQs
www.psaresearch.comwww.psaresearch.com
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! Make your quota!