Local PSA Outreach A Webinar on How to Maximize PSA Exposure in Your Market

1. Local PSA OutreachA Webinar on How to Maximize PSA Exposure in Your Market Presented by: Goodwill Communications Presented to Social Security Administration’s Public Affairs Specialist Network

2. Webinar Agenda • Why Local Outreach Is Important • The PSA Environment • The Media Mindset • Local Role—Public Affairs Specialists Network • Local Outreach Process • Campaign Evaluation • Follow-up Procedures • The Takeaway

3. Why Local Outreach Is Important • Using Patty Duke average values, 30 new TV stations is worth approximately $1,100,000 in media value

4. Why Local Outreach Is Important • Local Stations Think Locally! IMBY • Show Stations Why SSA is So Important to Their Viewers

5. The PSA Environment • Competition for Free Air Time is Intense • 39% of stations receive eight to 30+ PSAs per week

6. The PSA Environment • Why Marketing to Gatekeepers is Important: • They are: • Managing a non-revenue department • Overworked and understaffed • Inundated with PSAs • Bottom line: If they don’t play it, no one sees it

7. The Media Mindset • Revenues and Ratings Matter Most • They achieve them by Relevance and Recognition Where PSAs Fit

8. Local Role—PAS Network • Steps: • Review distribution reports prior to station contact • Go to www.goodwillcommunications.com • Enter user name and password • Click on Distribution Reports

9. Local Role—PAS Network • Access SSA Online Distribution Reports • Select your state

10. Local Role—PAS Network • Review reports for your territory • Focus on the stations which are not playing your PSAs • Out of the 1150 stations we send your PSAs to 783 or 68% are users • Red arrows denote stations not using SSA but using others • Data is exportable to Excel for custom manipulation

11. Preparing for Media Contacts Go to www.psaresearch.com/psaprimer.html Make an appointment Be familiar with station’s programming Share creative Why is the message important? What happens when the public responds? Keep it short! Prepare leave behind materials Storyboard of the PSA* The State Statistics Fact Sheet The “What You Can Do Online” Fact Sheet *We can send in digital format Local Outreach Process

12. Media Contact Scenarios Wrong person on our distribution list or wrong address Important station missing from distribution list Response: use online survey feedback form Local Outreach Process

13. Media Contact Scenarios Did not get the PSA; want different format Response: refer station to download site www.goodwillcommunications.com/PSADigital.aspx Local Outreach Process

14. Create local media contact report Name of person contacted, date and expected outcome Send contact report to Goodwill via feedback survey Study future evaluation reports Was there a change in usage? We are developing correlation software Report showing where contacts were made Will show if there has been a change in usage Contact/Evaluation Correlation

15. Custom Reporting We can break usage out by regions Contact/Evaluation Correlation

16. Custom Reporting Interactive map showing various levels of usage by state Contact/Evaluation Correlation

17. Follow-up Procedures • Saying thank you personally works! • Different techniques: • Follow up with an e-mail • Send a written thank you note

18. The Takeaway • Distribution vs Placement: We Can Get Materials to Stations; You Sell Them • The Best Marketer Wins the Battle for Media Time • You are Change Agents • Short Term: Convert Non-users to Users • Long term: Develop Sustaining Relationships • Give Us Your Feedback • Visit www.psaresearch.com