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Presentation for Partnership for Tobacco-Free Maine May 28, 2008

Breaking Through and Getting Results Implementing and Managing Media Campaigns. Presentation for Partnership for Tobacco-Free Maine May 28, 2008. Breaking Through and Getting Results.

EllenMixel
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Presentation for Partnership for Tobacco-Free Maine May 28, 2008

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  1. Breaking Through and Getting ResultsImplementing and Managing Media Campaigns Presentation for Partnership for Tobacco-Free Maine May 28, 2008

  2. Breaking Through and Getting Results Provide lessons learned and help advance your discussion and problem solving around creating, managing and implementing your media campaigns.

  3. Breaking Through and Getting Results Five key areas for building trust • A strong foundation • Agency needs • Target audience • Adjustments • Communicating success

  4. Breaking Through and Getting Results Strong foundation

  5. Breaking Through and Getting Results Strong foundation • Stakeholders • Strategic plan • Value of communications • Identify values/risk tolerance • Approval process • Hire qualified people

  6. Breaking Through and Getting Results Stakeholders • Who matters?

  7. Breaking Through and Getting Results Strong Foundation • Strategic Plan • Goals and outcomes (Board driven)

  8. Breaking Through and Getting Results Strong Foundation • Value of communications and media

  9. Breaking Through and Getting Results Communications Quiz

  10. Breaking Through and Getting Results Crisis management • “Three Mile Island Crisis” • Who was the utility involved?

  11. Breaking Through and Getting Results Crisis management Answer • Metropolitan Edison Co.

  12. Breaking Through and Getting Results Public service • One of the most recognized and successful crime fighting tools in the country. • What is this tool?

  13. Breaking Through and Getting Results Public service • The FBI’s “Ten Most Wanted Fugitives” list

  14. Breaking Through and Getting Results Build brand and drive sales • Edward Bernays built his reputation on winning over women to this consumer product in the 1920s and 30s. • What was the product?

  15. Breaking Through and Getting Results Build brand • Cigarettes

  16. Breaking Through and Getting Results Identify values and risk tolerance

  17. Breaking Through and Getting Results Identify values and risk tolerance • Everything supports the strategic plan • Mix of innovation and best practices (message and medium) • Respect for target audience • Target audience drives creative

  18. Breaking Through and Getting Results Approval Process • Clarify it, communicate it

  19. Breaking Through and Getting Results Hire qualified people • Define their role • Empower them • Give them the tools they need

  20. Breaking Through and Getting Results What does the agency need?

  21. Breaking Through and Getting Results What does the agency need? • Goals • Your expertise (annual briefing books, etc.) • Communicate systems, values, approval process • Appreciation for what they are good at

  22. Breaking Through and Getting Results Best practices

  23. Breaking Through and Getting Results Best practices

  24. Breaking Through and Getting Results Research – Minnesota Adult Tobacco Survey

  25. Breaking Through and Getting Results Target Audience

  26. Breaking Through and Getting Results Target Audience • They get to decide • Center of strategy and creative

  27. Breaking Through and Getting Results

  28. Breaking Through and Getting Results Target audience • Professional Wrestling • Judge Judy • Days of Our Lives • The Bachelor • NASCAR

  29. Breaking Through and Getting Results Target audience and formative research • Determine goals • Review secondary research • Primary research • Develop strategies for creative • Develop preliminary creative • Test with audience • Adjust (sometimes retest) • Produce ads • Evaluate

  30. Breaking Through and Getting Results Adjustments

  31. Breaking Through and Getting Results Adjustments • Need tools • Ad tracking surveys, Online testing, man-on-the street • Intention • Schedule debrief time

  32. Breaking Through and Getting Results Communicating success • Intentional • Stakeholders

  33. Breaking Through and Getting Results

  34. Breaking Through and Getting Results Best practices - What we contribute

  35. Breaking Through and Getting Results • Over 100,000 materials distributed at the State Fair and other events • $375,000 in bonus media • Reached 99% of Minnesotans, 92 times

  36. Breaking Through and Getting Results Earned media – 11,060,600 impressions

  37. Breaking Through and Getting Results • $462,785 in bonus media • Reached 99% of Minnesotans, 126 times

  38. Breaking Through and Getting Results Secondhand smoke media coverage - 18,803,485 impressions

  39. Breaking Through and Getting Results

  40. Breaking Through and Getting Results Goodhue County Community Events

  41. Breaking Through and Getting Results St. Cloud Area Coalition Print Ads

  42. Breaking Through and Getting Results Moving forward • Inclusive • Patient • Persistent • Outside Influences • Focus

  43. Breaking Through and Getting Results Thank you

  44. Breaking Through and Getting Results Why this all matters

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