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Creating a PSA Partnership

Creating a PSA Partnership. Presented to: U.S. Air Force Recruiting Marketing Conference. Creating a PSA Partnership. Agenda Future Marketing Challenges Role of PSA Partners USAF PSA Program Review New Media Opportunities Client Support. Corporate Overview.

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Creating a PSA Partnership

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  1. Creating a PSA Partnership Presented to: U.S. Air Force Recruiting Marketing Conference

  2. Creating a PSA Partnership • Agenda • Future Marketing Challenges • Role of PSA Partners • USAF PSA Program Review • New Media Opportunities • Client Support

  3. Corporate Overview • 36 Years PSA Experience • Worked for over 105 clients • Worked for USAF 18 years • Distributed over 700 Campaigns • PUBSANS – Data-based Decisions • PSAs Primary Focus • Developer of the PSA Research Center

  4. Military PSA Experience • Navy • Field Account Director • Creative Clearance Director • PSA Consultant 10 years • USCG • Advertising Management Supervisor • PSA Consultant 12 years • USAF/USMC/ARNG/ANG/USNR • PSA Consultant

  5. USAF Marketing Overview • You Had a Great Year! • 31,983 accessions -100 percent of goal • 98% from highest test scores • Marketing Challenges: • 73% youth aged 17 and 24 are ineligible • Everyone is competing for the 27% • One recruit to boot camp=100prospects • Armed conflicts in two theaters

  6. USAF Marketing Overview • What About the Future? • Marketing Challenges: • Base realignment=smaller AF footprint • No active AF bases in 14 states north of S. KY • Diminishing presence=lower awareness • Two active recruiters in SD (77,000 sq miles) • Better economy=less fertile Marketing • Financial incentives – bonuses/college aid?

  7. USAF Marketing Overview • What About the Future? • Marketing Challenges: • Sophisticated technology=need for smarter people • Cultural changes (language/tatoos/families) • Urbanization migration=only 8% of your prospects • New media and fragmentation

  8. USAF Marketing Overview • What About the Future? • Reaching the Future Enlistment Cohort • 18 - 24 age group 40% spend 10 hours a week or more visiting MySpace/video clips/texting • Only 17% said they watch TV>10 hours a week • One percent spend 10 hours a week reading magazines or reading newspapers

  9. USAF Marketing Overview • What About the Future? • Advertising Tactics • Use guerilla marketing • Work smarter, not harder • Leverage your resources • Expand/strengthen PSA program • Develop strong national/field partnership

  10. USAF Marketing Overview • What About the Future? • Expand/strengthen PSA program • Rationale - why do PSAs? • Credible • Cost efficient • Reinforce paid • They work! • Lessons from the trenches

  11. USAF Marketing Overview • Forging the PSA Partnership • Partner Roles

  12. USAF Marketing Overview • Forging the PSA Partnership • National Role – AFRS HQs • Inform/educate the field on the process • Share all campaign information • Internet the ideal platform for sharing best practices • Wiki- a web browser wih a text editor • Blast emails to the field • IM chat • Blogs

  13. USAF Marketing Overview • Forging the PSA Partnership • National Role – GSD&M • Understand media mindset • Create compelling/high-quality messages • Produce spot lengths stations can use

  14. USAF Local Media Outreach Understanding the Audience/Media Mindset • Local Trumps National • 80% of respondents say local matters

  15. USAF Local Media Outreach Understanding the Media Mindset • Will Phone Pitches Work With Me?

  16. USAF Local Media Outreach Understanding the Audience/Media Mindset • There is no FCC PSA Mandate! • Don’t believe stations have to use your PSAs. They don’t. • You are not alone.

  17. USAF TV Distribution Overview • Forging the PSA Partnership • Distributor Role • Develop the media plan • The PUBSANS database • 30,000 Media Outlets • 1,400 broadcast stations; 35 networks • 1,800 local cable systems • 12,500 radio stations; 50 networks • English/ethnic/college media • 9,000 daily/weekly newspapers • 3,500 magazines - 75 vertical codes • 400 outdoor companies • Place-based media/Internet

  18. USAF Marketing Overview • Forging the PSA Partnership • PSA localization • Contact AFRS HQs • TV Give them localization information • Station/name of PSD/shipping address • Tape format for the station/tagging information • Tracked via Nielsen SIGMA • Radio PSAs are customized • Faxback form to be used to report localized usage

  19. USAF TV Distribution Overview • Targeting Factors: • Budget • Previous usage • Overall – all clients • USAF only • Geographic coverage • Audience & reach

  20. USAF Reporting Portal • Enter password/user name • Select campaign name • Select executive summary

  21. USAF TV Distribution Overview • Share actionable reports with field

  22. USAF TV Distribution Overview • Shared Reel Distribution • Bi-annual distribution – 500 Systems • 245 college stations

  23. USAF RadioDistribution Overview • Radio Country Music Time • 2,100 C&W stations

  24. USAF TV PSA Evaluation Overview • Reporting Methodology • Nielsen SpotTrac • Broadcast TV only • All 212 DMAs • 24/7 365 • Affidavits • BRCs

  25. USAF TV Evaluation Overview • Management Summary • Emailed to clients each month • Detailed Reports by Medium • Exportable to Excel • Executional reporting • Estimated audiences • Demographic feedback • Interactive Mapping

  26. USAF TV Evaluation Overview • Broadcast TV Key Data Trends • Select campaign to view (Active or Archived) • Select medium • Select data source • Select Campaign to Date for cumulative data

  27. USAF TV Evaluation Overview • Value by Daypart

  28. USAF TV Evaluation Overview • Value by DMA

  29. USAF TV Evaluation Overview • Value by Demographics

  30. USAF TV Evaluation Overview • CablePAK Values to Date • 1990-2010 • USAF total value: $27.253MM • Benefit-to-cost ratio: 178 to 1

  31. USAF TV Evaluation Overview • Total Values • 1992-2010

  32. USAF Radio Evaluation Overview • “Watermarking” process & BRCs • 2,500 major market stations • Software avoids redundancy

  33. Applying Lessons Learned “Evaluation for the sake of data collection is a meaningless exercise” • Generating Actionable Data • Convert non-users to users • Show appreciation to sustain usage • Identify program weaknesses • Validate program strengths • Support organizational objectives • Sustain future funding

  34. Fix deficiencies Study reports Determine problem markets Make media contacts How to place PSAs Applying Lessons Learned http://www.psaresearch.com/psaprimer.html

  35. Length matters Applying Lessons Learned

  36. Let it Play Applying Lessons Learned

  37. CablePAK & PumpTop TV Exclusive distribution 12,600 screens Reaching 20 million motorists monthly USAF TV Distribution Overview

  38. Thank the Media Applying Lessons Learned

  39. Future USAF Recommendations • Develop Comprehensive Media Plan • Engage the “Old Media” • Include New Media

  40. Future USAF Recommendations • Expand Radio PSA Program • According to the (RAB) radio reaches: • 75 percent of all consumers every day and 95 percent every week • 96% of Internet users • listeners from 14-21 hours every week, depending upon their age. • Radio messages are recalled more frequently than TV - 51% to 38% • More mobile; better targeting

  41. Future USAF Recommendations Develop Comprehensive Media Plan • Include New Media • Mobile Marketing

  42. Future USAF Recommendations Develop Comprehensive Media Plan • Include New Media • I Pod Marketing • In April 2007 the 100 millionth iPod was sold • Apple shipped 21,066,000 iPods during the 2007 1st quarter, representing 50 percent growth over the year earlier

  43. Future USAF Recommendations Stay Abreast of Changing Technology • The Future is Digital

  44. Client Support • PSA Research Center/FAQs • www.psaresearch.com

  45. The Take Away • National Roles – USAFRC/GSD&M • Understand the media mindset • Produce compelling messages • Engage the field • Apply results to improve outcome • Distributor Role • Produce strategic distribution • Provide actionable data • Stay abreast of new media trends • Recruiter Role • Study reports • Make local outreach calls • Make your quota! 

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