Develop a Strategic Plan Questions: Internal production OR External production

Using Public Service Advertising to Save Lives on our WaterwaysPresented by Goodwill Communications EFFECTIVE PSA CAMPAIGNS • Develop a Strategic Plan • Questions: • Internal production OR • External production

EFFECTIVE PSA CAMPAIGNS EFFECTIVE PSA CAMPAIGNS • Diverse Water Safety Public Education Challenges • Geography • Develop a Strategic Plan • Questions: • Internal production OR • External production

EFFECTIVE PSA CAMPAIGNS EFFECTIVE PSA CAMPAIGNS • Diverse Water Safety Public Education Challenges • Demographics • Media outlets • Creative production methods • Staffing • Budgeting • Develop a Strategic Plan • Questions: • Internal production OR • External production

EFFECTIVE PSA CAMPAIGNS • Develop a Strategic Plan • 5 W’s and an H

EFFECTIVE PSA CAMPAIGNS • Decide How to Produce the Campaign • Internal vs External Production? • Some collaborative model? • Either way get to know the PSA environment • Learn more at www.psaresearch.com/faq.html

EFFECTIVE PSA CAMPAIGNS • Advantages of Internal Production • Will reflect local park conditions • Use real park personnel • Pride of authorship

EFFECTIVE PSA CAMPAIGNS • The internal production model: • Use a Team Approach • Park Ranger/Site Director • Someone with PR experience • Artist/copywriter/photographer

EFFECTIVE PSA CAMPAIGNS • Advantages of External Production • Messages conform to PSA realities • Best technical quality • Proper material formats

EFFECTIVE PSA CAMPAIGNS • A Collaborative Model? • Chuck Husak, Creative Director August/Lang/Husak

EFFECTIVE PSA CAMPAIGNS • Chuck’s Slides

EFFECTIVE PSA CAMPAIGNS • Conduct Pre-campaign research • Define the problem to be addressed in detail • Understand causation • Understand audience demographics

EFFECTIVE PSA CAMPAIGNS • What is the call to action? • Learn more about water safety? • Problem avoidance? • Watching/caring for friends? • Wear life vests? • How to help those in danger?

EFFECTIVE PSA CAMPAIGNS • Public Response Mechanisms? • Visit a website • Call/write for literature • Park involvement • Volunteer

EFFECTIVE PSA CAMPAIGNS • The Distribution Phase • Promotion • Packaging • Distribution • Evaluation

EFFECTIVE PSA CAMPAIGNS • Promotion • Do a news release on your campaign • Post to You Tube • Contact your state broadcast association www.psaresearch.com/media_home.html

EFFECTIVE PSA CAMPAIGNS • Promotion • Create a newsletter for the “deep sell”

EFFECTIVE PSA CAMPAIGNS • Distribution Plan • Be comprehensive/inclusive • Target all mass media • Include specialty media • Internet/social media • Place-based media • Target your primary audiences • Hispanic & African-American youth

EFFECTIVE PSA CAMPAIGNS • Distribution Plan • Know/fulfill media needs • Target specific contacts • Provide message flexibility • Know formats for all media outlets

EFFECTIVE PSA CAMPAIGNS • Distribution Plan • Understand Media Trends • Broadcast TV rules • Spend more time cultivating TV • Provide spot length flexibility

EFFECTIVE PSA CAMPAIGNS • Understand Media Trends • Localism rules! • Study the medium • Show the water safety problem • Share your creative

EFFECTIVE PSA CAMPAIGNS • Distribution • The tail that wags the dog

EFFECTIVE PSA CAMPAIGNS • Distribution • Thinking outside the box • Innovative media prospects • Pump TopTv

EFFECTIVE PSA CAMPAIGNS • Distribution • Thinking outside the box • Innovative media prospects • Walmart Checkout Channel

EFFECTIVE PSA CAMPAIGNS • Distribution • Thinking outside the box • Innovative media prospects • Airport dioramas

EFFECTIVE PSA CAMPAIGNS • Distribution • Thinking outside the box • Innovative media prospects • Shopping centers

EFFECTIVE PSA CAMPAIGNS • Distribution • Thinking outside the box • Innovative media prospects • Street furniture

EFFECTIVE PSA CAMPAIGNS • Distribution • Thinking outside the box • Innovative media prospects • Metro transit

EFFECTIVE PSA CAMPAIGNS • Distribution • Thinking outside the box • Innovative media prospects • Outdoor billboards

EFFECTIVE PSA CAMPAIGNS • The Water Safety Distribution Portal • www.goodwillcommunications.com • User: Water Pass: Safety

EFFECTIVE PSA CAMPAIGNS • The Water Safety Distribution Portal

EFFECTIVE PSA CAMPAIGNS • Packaging • TV

EFFECTIVE PSA CAMPAIGNS • Packaging • Radio

EFFECTIVE PSA CAMPAIGNS • Outreach Tactics • Read: "How to Place PSAs in Your Community“ psaresearch.com/psaprimer.html • Develop your media contact list • Make appointments • Develop key talking points • Share your PSA materials • Write thank you notes

EFFECTIVE PSA CAMPAIGNS • Outreach Tactics • Visit all the media in your territory • Create compelling leave behinds • Engage all media departments

EFFECTIVE PSA CAMPAIGNS • Evaluation Questions: 1) If you do not evaluate, what do you tell your boss when he/she asks what they got for the money you spent on the PSA program? 2) How will you know if your work has any impact?

EFFECTIVE PSA CAMPAIGNS • Evaluation Rationale • Identify program weaknesses • Convert non-users to users • Validate your work • Show appreciation to sustain usage

EFFECTIVE PSA CAMPAIGNS • Evaluation • Read the article below psaresearch.com/bib4401.html

EFFECTIVE PSA CAMPAIGNS • Evaluation Methodology • Business Reply Cards (BRCs) • Fax forms • Email forms

EFFECTIVE PSA CAMPAIGNS • Evaluation Methodology • Excel reporting

EFFECTIVE PSA CAMPAIGNS • Evaluation • Outcome reporting • Safety stats before campaign launch • Safety stats after campaign launch

EFFECTIVE PSA CAMPAIGNS • Closing the Loop • Implement Lessons Learned • Incorporate them into next wave

EFFECTIVE PSA CAMPAIGNS • Thank you!

It Covers Two-Thirds of Our Planet It Covers Two-Thirds of Our Planet

EFFECTIVE PSA CAMPAIGNS • The traditional PSA model:

Develop a Strategic Plan Questions: Internal production OR External production