SAMHSA/CSAP Underage Drinking Prevention National Media Campaign

2. Underage Drinking Prevention National Media Campaign Community Outreach Pilot Program Introductory Webinar SAMHSA/CSAP Underage Drinking Prevention National Media Campaign Community Outreach Pilot Program Introductory Webinar Wednesday, March 7, 2012 2 p.m. to 3:30 p.m. EDT

3. Welcome and Introductions Lisa Falconer, MPH, CHES Gallup, SAMHSA Underage Drinking Prevention National Media Campaign Contractor

4. SAMHSA CSAP Staff

5. Gallup Communication Training and Technical Assistance Team Katie Bass Megan Cochrane Lisa Falconer Valerie Goode Bill Goodwill

6. Pilot Site Introductions

7. Introductory Webinar Agenda • Brief Campaign Overview • Review of Expectations for Pilot Sites • Expert Tips on PSA Placement • Q & A Session • Reminder of Upcoming Kickoff Meeting and Adjournment

8. Underage Drinking Prevention National Media Campaign Overview and Pilot Expectations Emily Novick, MPP Public Health Advisor Division of Systems Development Center for Substance Abuse Prevention

9. Role of Expert Panel Involve CBOs in Campaign development Engage stakeholders and build partnerships Expand Campaign reach Background

10. RFP Released on November 7, 2011 More than 80 proposals received RFP Process

11. Selected Pilot Sites Summit Prevention Alliance (Southwest Region) Frisco, CO Erie County Council (Northeast Region) Buffalo, NY Asian Health Coalition (Central Region) Chicago, IL Metropolitan Drug Commission (Southeast Region) Knoxville, TN People Reaching Out (Western Region) Sacramento, CA NPN’s Five Regions

12. Period of Performance – March 1, 2012 to August 15, 2012 Incorporate Campaign messages and materials Host at least one event Incorporate underage drinking research Incorporate the Campaign’s key messages Required Activities

13. Mandatory Project Meeting Reporting & submitting materials developed Support from the Campaign Additional Requirements

14. Expert Tips on PSA Placement Bill Goodwill SAMHSA Underage Drinking Prevention National Media Campaign Contractor SAMHSA/CSAP Underage Drinking Prevention National Media Campaign Community Outreach Pilot Program Introductory Webinar Wednesday, March 7, 2 p.m. to 3 p.m. EDT

15. Why Local Outreach Matters • PSAs with local benefits trump all others: • A survey of 1,000 stations shows PSAs benefiting the local community are most important

16. The PSA Environment • Competition for air time is intense • 39% of stations receive 8 to 30+ PSAs weekly

17. Media Gatekeeper Profile • Gatekeepers typically: • Manage a non-revenue department • Are overworked and understaffed • Inundated with PSAs • Use voicemail to screen calls

18. Generating Increased Value • You can impact campaign values: • Average campaign value of usage on 30 new TV stations is worth $1.1MM

19. The Local Media Mindset The Four R’s of Broadcasting Public Service Directors • Revenues and Ratings Matter Most • They achieve them by Relevance and Recognition

20. The Pilot Site Toolkit • Samples of campaign materials: • TV PSAs with local tags • TV storyboards • Fact sheet on the UAD issue • Localizable press release • Live announcer and recorded radio PSAs • Localizable print PSAs • Other resources

21. Steps for Local Outreach • Go to www.psaresearch.com/psaprimer.html • Concentrate on broadcast TV • Make an appointment • Be familiar with media content • Share creative • Why is the message important to their viewers? • What happens when the public responds? • Make it personal if you can • Keep it short! • Prepare leave-behind materials • Send a thank you note

22. Accessing Local Media Lists • Go towww.goodwillcommunications.com • Enter user name and password • Click on Distribution Reports • Review reports for your locale

23. Accessing Local Media Lists • Click on the state for your locale:

24. Detailed Distribution Reports • Click on media type

25. Providing Feedback on Local Media • Media Contact Scenarios • Wrong contact, wrong address or important station missing from distribution list • Response: Use online survey feedback form

26. Local Outreach Checklist • Media outreach steps: • Send changes to Goodwill via feedback form • We will re-post final distribution reports • We will ship materials in appropriate format to you • TV will be localized for your area • Review all materials on your Tool Kit DVD • Make media appointments

27. Making the Media Presentation • Be prepared: • Share creative with the media • Tell them why this issue is so important • Describe the call to action process • See if the media can offer other types of support • Provide a copy of the DVD tool kit to media

28. Evaluation Reports • Click on Evaluation Methodology • Evaluation data sources • Different types of reports

29. Evaluation Reports • Report Access • Select medium • Select for your state • Export to Excel

30. Evaluation Reports • Interactive Map • Place cursor over state and double click • Airplays and value are shown for state

31. The Take Away • Know your local media • Use national tools • Provide us with media updates • Be a media resource • Be persistent • Acknowledge media support

32. Q & A Session

33. Upcoming Kickoff Meeting & Adjournment Lisa Falconer Gallup, SAMHSA Underage Drinking Prevention National Media Campaign Contractor

34. Questions about the Kickoff Meeting or the Pilot Site Program? Please contact: Katie Bass Katie_Bass@Gallup.com 202.715.3079 Lisa Falconer Lisa_Falconer@Gallup.com 202.715.3147