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Effective PSA Campaigns for Water Safety on Our Waterways

Learn how to develop a strategic plan, produce impactful campaigns, and distribute PSAs to promote water safety and save lives on our waterways. Discover effective outreach tactics and innovative media prospects. Visit the Water Safety Distribution Portal for more information.

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Effective PSA Campaigns for Water Safety on Our Waterways

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  1. 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

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

  3. 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

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

  5. 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

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

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

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

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

  10. EFFECTIVE PSA CAMPAIGNS • Chuck’s Slides

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

  12. 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?

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

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

  15. 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

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

  17. 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

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

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

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

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

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

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

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

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

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

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

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

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

  30. EFFECTIVE PSA CAMPAIGNS • The Water Safety Distribution Portal

  31. EFFECTIVE PSA CAMPAIGNS • The Water Safety Distribution Portal

  32. EFFECTIVE PSA CAMPAIGNS • Packaging • TV

  33. EFFECTIVE PSA CAMPAIGNS • Packaging • Radio

  34. 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

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

  36. 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?

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

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

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

  40. EFFECTIVE PSA CAMPAIGNS • Evaluation Methodology • Excel reporting

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

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

  43. EFFECTIVE PSA CAMPAIGNS • Thank you!

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

  45. EFFECTIVE PSA CAMPAIGNS • The traditional PSA model:

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