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The Power of PSAS

This presentation explores the current trends in PSA distribution and the role of promotion in building a stronger brand image for The American Legion. It also discusses new media opportunities and provides recommendations for future Legion campaigns. Presented by a PSA consultant with over 36 years of experience in the field.

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The Power of PSAS

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  1. The Power of PSAS Building a Stronger Brand Image for The American Legion Presented by:

  2. The Power of PSAs • Agenda • Current PSA Trends • PSA Distribution • Role of Promotion • New Media Opportunities • Future Legion Recommendations • Client Support Activities

  3. Corporate Overview • 36 Years PSA Experience • Worked for over 105 clients • Worked for 9 military organizations • Distributed over 700 Campaigns • PUBSANS – Data-based Decisions • PSAs Primary Focus • Proud Veteran & American Legion Member

  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. The Power of PSAs • Current PSA Trends • More PSA campaigns • More media channels • Broadcast TV is still king • Changing audiences • Changing media habits • Localism matters • Digital delivery

  6. The Power of PSAs • More PSA Campaigns • Survey among 800 broadcast TV stations: • 39% reported getting 8 or more per week • Annually 320 to 1,560 • 40% increase in Nielsen TV campaigns tracked

  7. The Power of PSAs • More Media Channels • Broadcast TV • 1,300 stations; with 6 sub-channels • 7,800 potential channels • Cable TV • 10,000 + systems • 3,500 subs> must have PEG access • Top 5 reach 50 MM subscribers • Radio • 11,000 stations • On-line Media Sites - Indeterminate • Websites - Indeterminate • Out-of Home • Place-based media - Indeterminate

  8. The Power of PSAs • Broadcast TV is Still King • 70-80% of all value • Benchmark value: $2.5 to $4.75MM • NAB TV station survey: • 143 PSAs weekly, or 572 per month • Annual “avails” 6,864

  9. The Power of PSAs • Changing Audience Demographics • Differences in ethnicity

  10. The Power of PSAs • Changing Media Habits • Social media is in • 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

  11. The Power of PSAs • Changing Media Habits • Mobile media is in • A CTIA survey shows 285 million Americans are mobile subscribers • About 91 percent of the total population • 15 million over the same time last year • Callers used 1.12 trillion minutes of talk time • An average of 6.1 billion minutes used per day • About 21 minutes per person per day

  12. The Power of PSAs • Changing Media Habits • Print media as we knew it is dead • Last ABC audit: -9% newspaper average • 143 Kindles sold per 100 hard cover books • 15 million Ipads sold in 2010 • 17 MM Iphones in 4th qtr 2010 • Borders Books in bankruptcy • 269 of defunct magazines per Wikipedia

  13. The Power of PSAs Understanding the Media Mindset • Local Trumps National • 80% of respondents say local matters

  14. The Power of PSAs • Changing Media Tactics • Shotgun approach is out • Rifleshot approach is in • Horizontal AND vertical approaches

  15. The Power of PSAs • Digital Delivery • Broadcast quality digital downloads

  16. The Power of PSAs • New Trends Takeaway • Keep up with the trends • Adapt and embrace them • Make them work to your advantage

  17. The Power of PSAs • Developing the Distribution Plan • Targeting Factors: • Budget • Previous usage – overall and client • Geographic coverage • Audience & reach

  18. The Power of PSAs • Developing the Distribution 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

  19. The Power of PSAs • Role of Promotion • Adds significant value and reach • Ensures accuracy of efforts • Tactics • Target largest networks • Tailor approach to client audience • Websites/email • Use multiple media • PR Web • Our proprietary newsletters • Outbound telemarketing

  20. The Power of PSAs • Role of Promotion • PR Web • Permits embedded PSA in release

  21. The Power of PSAs • Role of Promotion • PR Web • Excellent metrics from Google & Yahoo

  22. The Power of PSAs • New Media Opportunities • PumpTop TV • Pentagon media • Airport dioramas • Washington Flyer Network • NAB Spot Center • Constant Contact blast emails • Place-based media • Doctors’ offices • Health spas • Point of sale • Hospitals • Airlines

  23. The Power of PSAs • Legion PSA Recommendations • Rationale - why do PSAs? • Credible • Cost efficient • Permit targeting • They work! • Go to www.psaresearch.com

  24. The Power of PSAs • Legion PSA Recommendations • PSAs can help build membership • Peace Corps recruiting • Generated 782,000 leads • Resulted in 58,558 applications • 21,456 invitations to join the Peace Corps • 18,028 Volunteers who actually joined • PSAs were main form of advertising

  25. The Power of PSAs • Legion PSA Recommendations • Develop formal PSA program • Distribute consistently • Hire professional producers • Hire professional distributor • Tactics • Use guerilla marketing • Leverage your resources • Consider crowd sourcing for production

  26. The Power of PSAs • Legion Recommendations • Forge stronger field PSA network

  27. The Power of PSAs • Legion Recommendations • Practice “fusion marketing” • Reach out to allied organizations • Volunteers of America • Department of Veterans Affairs • SAMHSA • U.S. Department of Labor • Media organizations • State broadcast assns • NAB • NCTA • RAB • OAA

  28. The Power of PSAs • Legion Recommendations • Cultivate military media • Military channel • Pentagon media • Comment on blogs • Join vet user groups

  29. The Power of PSAs • Legion Recommendations • Continue using shared reel distribution

  30. The Power of PSAs • Evaluation Reporting Portal • Enter password/user name • Select campaign name • Select executive summary

  31. The Power of PSAs • Legion Recommendations • Continue using shared reel distribution

  32. The Power of PSAs • Legion Recommendations • Continue using shared reel distribution • You generated 2.5 times more value

  33. Thank the Media Applying Lessons Learned

  34. Client Support • Social Marketing Resource Center • www.psaresearch.com

  35. The Take Away • PSAs Can be a Powerful Tool • Must Be Professionally Produced/Distributed • Adapt to New Demographics & Media Trends • Use Guerille Marketing Tactics • Engage Your Community Partners • Seek Collaborative Relationships • Use Economical Production/Distribution • Thank the Media for Their Support

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