Creating a PSA Partnership

How to Engage Local Community

Partners in Your PSA Campaign

Creating a PSA Partnership

Agenda Marketing Quiz Why Localism Matters The Media Mindset The PSA Environment Role of PSA Partners The Seamless Process No network? Follow-up procedures Resources

Creating a PSA Partnership A Marketing Quiz

If you were a national marketing director, would you: Ignore your local retail outlets and sales reps? Provide support to them to increase sales?

Where does real change take place? New York? Washington, DC? The top 100 markets? In local communities?

What matters most to local media? National issues? Local issues?

Would the local media prefer: Being contacted by someone in their community? Being contacted by someone from the national office?

How many of you: Always involve our local community partners? Sometimes involve them? Don't have them? Don't care?

Creating a PSA Partnership Why Localism Matters

Creating a PSA Partnership Thinking Locally in Creative Process

Mini-case history - Navy’s Community Service Program Creative focus on local programs These messages generated 3X more value than recruiting spots

Creating a PSA Partnership The Media Mindset

Ratings and Revenues matter most They achieve them by Relevance and Recognition

Creating a PSA Partnership The PSA Environment

Factors affecting usage Available inventory Competitive programming

All other paid advertising “House” promos for shows Local special events National events – AIDS Month Local PSA campaigns Favorite causes of station management

Creative quality Creative quality Message length flexibilityMessage length flexibility Message topic/issueMessage topic/issue Time of yearTime of year How it is labeled/packagedHow it is labeled/packaged Distribution plan-targeting/scopeDistribution plan-targeting/scope Local impactLocal impact

Creating a PSA Partnership The PSA Environment

Gatekeepers become your primary audience If they do not approve your message there is no audience They are:

Typically young women Overworked and understaffed African-American Inundated with PSAs

Creating a PSA Partnership The PSA Environment

39% get 8 to more than 30 PSAs per week

Creating a PSA PartnershipCreating a PSA Partnership Partner RolesRoles

Creative producerCreative producer Produce relevant messageProduce relevant message Produce various spot lengthsProduce various spot lengths Allow for taggingAllow for tagging

DistributorDistributor Send right formats to right outletsSend right formats to right outlets Handle tagging/replicationHandle tagging/replication

National officeNational office Engage partners in campaignEngage partners in campaign Provide two-way information flowProvide two-way information flow

Community partnerCommunity partner Provide media intelligenceProvide media intelligence Coordinate local taggingCoordinate local tagging Monitor local usageMonitor local usage Provide follow-upProvide follow-up

Creating a PSA PartnershipCreating a PSA Partnership Distributor Role

Develop the media plan Media targeting factors:argeting factors:

Budget Previous usage trends Local input Geographic coverage Audience & reach

Creating a PSA PartnershipCreating a PSA Partnership National Role - Headquarters Staff

Internet the ideal platform for sharing best practices Websites devoted to local partner contentWebsites devoted to local partner content Wiki- a web browser with a text editorWiki- a web browser with a text editor Internal mails to the fieldInternal mails to the field IM chatIM chat Video conferencingVideo conferencing

Other techniquesOther techniques Conference call servicesConference call services CDs/DVDsCDs/DVDs National meetings/workshopsNational meetings/workshops

Creating a PSA PartnershipCreating a PSA Partnership Local Role – Community Partners

Provide media intelligence They know the media landscape Need to develop system for sharing media data Making local contacts

Confirm the materials media can use Coordinate tagging if appropriate

Monitor usage Review evaluation reports

Provide follow-up Reminder contacts to non-users Thank you contacts for users

Creating a PSA PartnershipCreating a PSA Partnership Sharing With the Field – EDF Case Study

Web-based access to distribution reports View the PSAs Order locally tagged PSAs via the Internet

Creating a PSA PartnershipCreating a PSA Partnership Sharing With the Field – MOD Case Study

Access distribution reports

Creating a PSA PartnershipCreating a PSA Partnership Sharing With the Field – MOD Case Study

Access distribution reports

Creating a PSA Partnership Local Tagging Process

Must allow room for it on TV master Different options:

Distributor tags Station tags Customized tags

Creating a PSA PartnershipCreating a PSA Partnership No Local Network?No Local Network?

Look for campaign partner with similar missionLook for campaign partner with similar mission Engage clubs/VolunteersEngage clubs/Volunteers

American Ad Federation studentsAmerican Ad Federation students Rotary/Senior Corps/KiwanisRotary/Senior Corps/Kiwanis

Engage those with vested interestEngage those with vested interest Environmental Defense Fund links with Mayors who Environmental Defense Fund links with Mayors who

signed Climate Protection Agreementsigned Climate Protection Agreement

Creating a PSA PartnershipCreating a PSA Partnership Preparing for Media ContactsPreparing for Media Contacts Short Term:Short Term:

Make an appointmentMake an appointment Be familiar with their contentBe familiar with their content Prepare talking points Prepare talking points Share creative Share creative Prepare leave behind materialsPrepare leave behind materials

Long Term:Long Term: Build a partnershipBuild a partnership Visit them when you don’t ask for somethingVisit them when you don’t ask for something Send your appreciationSend your appreciation

Review this articleReview this article http://www.psaresearch.com/psaprimer.html

Creating a PSA PartnershipCreating a PSA Partnership Making the ContactMaking the Contact

Distributor Should Provide Media ListsDistributor Should Provide Media Lists Should provide previous usage patternsShould provide previous usage patterns

TV & radioTV & radio Community Affairs/Public Service DirectorCommunity Affairs/Public Service Director

PrintPrint Ad Director/Publisher/Production DirectorAd Director/Publisher/Production Director

OutdoorOutdoor Posting SupervisorPosting Supervisor

Be Prepared; Be BriefBe Prepared; Be Brief Send Thank you NotesSend Thank you Notes

Creating a PSA PartnershipCreating a PSA Partnership Goodwill Client Reporting Goodwill Client Reporting PortalPortal

Enter password/user nameEnter password/user name Select campaign nameSelect campaign name Select executive summarySelect executive summary

Creating a PSA PartnershipCreating a PSA Partnership Address DeficienciesAddress Deficiencies

Study evaluation reportsStudy evaluation reports Determine problem marketsDetermine problem markets Make media contactsMake media contacts

Creating a PSA PartnershipCreating a PSA Partnership Follow-up Tactics

National pitch calls don’t work

Creating a PSA PartnershipCreating a PSA Partnership Follow-up Tactics

Saying thank you works Different techniques

Heavy supporters get plaqueHeavy supporters get plaque Moderate supporters get certificateModerate supporters get certificate Light supporters get thank you noteLight supporters get thank you note

Creating a PSA Partnership The Take Away

What Producers Need to do: Do your homework; study what works Know what media wants and uses Review FAQs at www.psaresearch.com Develop relationship with distributor

What Sponsor Organizations Need to do: Inform/engage your community partners early Share campaign strategy with them Send them samples of all campaign materials Provide localization instructions Give them access to all reports Show them how to use reports for greater local impact Provide follow-up tools

What Community Partners Need to do: Prepare for media visits Make the contacts Monitor evaluation reports Provide follow-up

Creating a PSA Partnership Further Reading