promoting the protect tomorrow campaign - pkids.org filesocial media and traditional promotion...
TRANSCRIPT
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Promoting the
“Protect Tomorrow” Campaign
Gina Steiner
Director of Public Information
American Academy of Pediatrics
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Background on the Project
AAP partnership with Sanofi Pasteur
Non-branded
AAP vision for script
Based on input from AAP members,
Immunization Alliance members, etc.
Budget
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The Strategy
Intergenerational
Multimedia
Target Market
NIIW
Social Media and traditional promotion
Spokesperson
Alanna Levine, MD—pediatrician, mom, daughter of polio survivor
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Campaign components
PSAs-- :30 and :60, video and audio
Web site
B-roll
Multimedia news release
Outreach to partners
Satellite media tour
Pitching—traditional and social media
Times Square
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The PSA
The team
AAP, Sanofi, KTG, Burson
Directed by Tony Kaye
Production
Borrowed content from many places,
requiring much work to obtain permissions
Talent, usage and royalties
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The Web Site
Interactive
May add new features for Phase 2
Easy to find and share for social media:
ProtectTomorrow.org
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Airings and ad value
Total airings: TV 12,052 Radio 19,917
60 second: 4,850 and 12,457
30 second: 7,202 and 7,460
Total stations: 149,240
Total markets: TV 89 Radio N/A
Total impressions: TV 102,599,566 Radio N/A
Total air time value: TV $3,567,717 Radio
$2,134,431
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Ad Council endorsement
Date
Process
Cost
$500 to apply
Additional cost to place in quarterly
promotional catalog to PS directors
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More than airings…
Media coverage
Web sites
Social media
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PR Activities
Full agency support
Writing, pitching, followup, monitoring
Satellite media tour + desk side chats
Responses from AAP
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The multimedia news release
http://multivu.prnewswire.com/mnr/aap/4
2267/
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Media placements
2,028 placements
Total estimated audience over 205 mil
Key outlets include:
USA Today
Parenting
Woman’s Day
Newsweek.com
ABC News Now
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Social Media
At launch: mom blogs, AAP Facebook, chapters
Partner organizations Immunization Alliance
Public health depts.Summer: AAP Twitter
Summer: AAP Twitter
December: AAP’s new site, Healthychildren.org
YouTube
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Social media reach
Twitter—AAP--2,000 followers, including
groups and reporters. Healthy Children for
parents
Facebook--Advocacy
Pitched to blogs
Featured on aap.org and Healthychildren.org
YouTube
Posted but did not promote
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Members helped with outreach
Spokespersons
Council on Communications and Media
IZ Alliance
AAP News mailing, OnCall, SmartBrief
Members talked it up to local stations, public
health departments, etc.
Individual practices
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Pediatric practices
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Mainstream print/Web media
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Government Web sites
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Parenting sites
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Mom blogs
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Suite 101.com
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