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Leveraging the Power of Your Local Media

Leveraging the Power of Your Local Media. Foreclosure Prevention Campaign. Agenda. Review media relations purposes Walk through of your tool box & website Tips for maximizing the ads’ exposure How to leverage the PSA campaign with reporters

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Leveraging the Power of Your Local Media

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  1. Leveraging the Power of Your Local Media Foreclosure Prevention Campaign

  2. Agenda • Review media relations purposes • Walk through of your tool box & website • Tips for maximizing the ads’ exposure • How to leverage the PSA campaign with reporters • Talk about grassroots marketing and launching the PSA Campaign in your community • Q&A

  3. History of successful campaigns • “Take a bite out of crime” • “A mind is a terrible thing to waste”

  4. How Does a PSA Campaign Work • How do the ads get placed • Who will you contact • How do I follow up

  5. Media Exposure:The success of this PSA campaign depends on your participation • Majority of donated media is at the local level much like how the media relations activities are local. How does a station determine which issues to support ?

  6. PSA Campaign: Why now? • Hot topic all the way to the top • Millions are affected • Provides a new tool in your communications tool kit

  7. Toolbox: A Summary • Multimedia • Localized for over 200 markets • Have been distributed to more than 33,000 national and local media outlets nationwide • Website: www.ForeclosureHelpandHope.org • Collateral

  8. Media Exposure:What will influence the media to use the PSA? • Ad Council Partnership • Importance of issue • Local relevance • Credibility and familiarity with organization • Creative quality and freshness • Timing • Target audience fit • Ability to demonstrate results • Variety of ad formats

  9. Media Exposure:What will you say when you call to make your ask to run PSA campaign? • Articulate local relevance, statistics if you have them • Share a human interest story • Leverage your relationships with the media, partners and stakeholders

  10. Media Exposure: Make your ask • Will you run the PSA • Include foreclosure information, hotline, web banner and URL on station’s/outlet’s website • Will you allow us to participate in your (media-sponsored events) with a booth on foreclosure prevention

  11. Media Exposure:How to get started with promoting the PSA campaign • Identify and prioritize your best media prospects • Media have already received the ad • Personal contacts, prior support • High PSA support: radio, outdoor, internet (local sites, stakeholder sites), local/suburban newspapers • Related reporting and reporters/editors • Family programming, programming targeting women • Online research – media websites

  12. Grassroots Consumer Marketing:Opportunistic targets for outreach--here’s what others are already doing • Use the PSAs to open a meeting, during breaks or within a presentation • Faith based organizations (flyer or poster) • Local government officials (poster, brochures) • Community centers (posters) • Healthcare facilities (brochures, posters) • Grocery stores (grocery bag inserts or printed on the bag) • Shopping malls (tables, stores) • Local businesses (coffee shops, restaurants, Laundromats) • Utility bills • HR depts. of major employers • Hair salons and other businesses • Transport depots • Send the PSA to local email lists and newsletters

  13. Media Exposure:When should you reach out to the media for this PSA campaign? • Throughout the year . . . NOW! • As a Follow Up on current news stories like the President’s recent comments on the mortgage market • Prior to local events, key national dates • September – National Hispanic Heritage Month • The winter holidays and the big spending that will be happening . . . A financial fitness message • January - Financial Wellness Month • June – National Homeownership Month • When local/national results and statistics are available

  14. What spells success? • Increased number of calls to hotline • Survey to determine where they learned about the phone number • Increased calls to local groups • Website statistics . . . Ultimately the number of averted foreclosures.

  15. What spells success? • Top line report shows great success! • 3,576 TV (broadcast and national cable) spots have aired since the launch date. The spots have aired during such programs as The Tonight Show with Jay Leno, The Today Show, Everybody Loves Raymond, CSI: Miami, Dr. Phil and Oprah. • 8,119 radio spots have aired • In just July alone the campaign reached approximately 2,288,000 households via local English broadcast television. What spells success for your organization???

  16. Contact us • Kate Colarulli: NeighborWorks America (202) 220-2344 kcolarulli@nw.org • Carissa Cardone: Tricom Associates Chicago (312) 612-1049 cardone@tricomassociates.com • Michelle Weber: Tricom Associates Chicago (312) 371-8707 michelle@tricomassociates.com

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