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Learn how to develop a strategic plan, produce impactful campaigns, and distribute PSAs to promote water safety and save lives on our waterways. Discover effective outreach tactics and innovative media prospects. Visit the Water Safety Distribution Portal for more information.
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Using Public Service Advertising to Save Lives on our WaterwaysPresented by Goodwill Communications EFFECTIVE PSA CAMPAIGNS • Develop a Strategic Plan • Questions: • Internal production OR • External production
EFFECTIVE PSA CAMPAIGNS EFFECTIVE PSA CAMPAIGNS • Diverse Water Safety Public Education Challenges • Geography • Develop a Strategic Plan • Questions: • Internal production OR • External production
EFFECTIVE PSA CAMPAIGNS EFFECTIVE PSA CAMPAIGNS • Diverse Water Safety Public Education Challenges • Demographics • Media outlets • Creative production methods • Staffing • Budgeting • Develop a Strategic Plan • Questions: • Internal production OR • External production
EFFECTIVE PSA CAMPAIGNS • Develop a Strategic Plan • 5 W’s and an H
EFFECTIVE PSA CAMPAIGNS • Decide How to Produce the Campaign • Internal vs External Production? • Some collaborative model? • Either way get to know the PSA environment • Learn more at www.psaresearch.com/faq.html
EFFECTIVE PSA CAMPAIGNS • Advantages of Internal Production • Will reflect local park conditions • Use real park personnel • Pride of authorship
EFFECTIVE PSA CAMPAIGNS • The internal production model: • Use a Team Approach • Park Ranger/Site Director • Someone with PR experience • Artist/copywriter/photographer
EFFECTIVE PSA CAMPAIGNS • Advantages of External Production • Messages conform to PSA realities • Best technical quality • Proper material formats
EFFECTIVE PSA CAMPAIGNS • A Collaborative Model? • Chuck Husak, Creative Director August/Lang/Husak
EFFECTIVE PSA CAMPAIGNS • Chuck’s Slides
EFFECTIVE PSA CAMPAIGNS • Conduct Pre-campaign research • Define the problem to be addressed in detail • Understand causation • Understand audience demographics
EFFECTIVE PSA CAMPAIGNS • What is the call to action? • Learn more about water safety? • Problem avoidance? • Watching/caring for friends? • Wear life vests? • How to help those in danger?
EFFECTIVE PSA CAMPAIGNS • Public Response Mechanisms? • Visit a website • Call/write for literature • Park involvement • Volunteer
EFFECTIVE PSA CAMPAIGNS • The Distribution Phase • Promotion • Packaging • Distribution • Evaluation
EFFECTIVE PSA CAMPAIGNS • Promotion • Do a news release on your campaign • Post to You Tube • Contact your state broadcast association www.psaresearch.com/media_home.html
EFFECTIVE PSA CAMPAIGNS • Promotion • Create a newsletter for the “deep sell”
EFFECTIVE PSA CAMPAIGNS • Distribution Plan • Be comprehensive/inclusive • Target all mass media • Include specialty media • Internet/social media • Place-based media • Target your primary audiences • Hispanic & African-American youth
EFFECTIVE PSA CAMPAIGNS • Distribution Plan • Know/fulfill media needs • Target specific contacts • Provide message flexibility • Know formats for all media outlets
EFFECTIVE PSA CAMPAIGNS • Distribution Plan • Understand Media Trends • Broadcast TV rules • Spend more time cultivating TV • Provide spot length flexibility
EFFECTIVE PSA CAMPAIGNS • Understand Media Trends • Localism rules! • Study the medium • Show the water safety problem • Share your creative
EFFECTIVE PSA CAMPAIGNS • Distribution • The tail that wags the dog
EFFECTIVE PSA CAMPAIGNS • Distribution • Thinking outside the box • Innovative media prospects • Pump TopTv
EFFECTIVE PSA CAMPAIGNS • Distribution • Thinking outside the box • Innovative media prospects • Walmart Checkout Channel
EFFECTIVE PSA CAMPAIGNS • Distribution • Thinking outside the box • Innovative media prospects • Airport dioramas
EFFECTIVE PSA CAMPAIGNS • Distribution • Thinking outside the box • Innovative media prospects • Shopping centers
EFFECTIVE PSA CAMPAIGNS • Distribution • Thinking outside the box • Innovative media prospects • Street furniture
EFFECTIVE PSA CAMPAIGNS • Distribution • Thinking outside the box • Innovative media prospects • Metro transit
EFFECTIVE PSA CAMPAIGNS • Distribution • Thinking outside the box • Innovative media prospects • Outdoor billboards
EFFECTIVE PSA CAMPAIGNS • The Water Safety Distribution Portal • www.goodwillcommunications.com • User: Water Pass: Safety
EFFECTIVE PSA CAMPAIGNS • The Water Safety Distribution Portal
EFFECTIVE PSA CAMPAIGNS • The Water Safety Distribution Portal
EFFECTIVE PSA CAMPAIGNS • Packaging • TV
EFFECTIVE PSA CAMPAIGNS • Packaging • Radio
EFFECTIVE PSA CAMPAIGNS • Outreach Tactics • Read: "How to Place PSAs in Your Community“ psaresearch.com/psaprimer.html • Develop your media contact list • Make appointments • Develop key talking points • Share your PSA materials • Write thank you notes
EFFECTIVE PSA CAMPAIGNS • Outreach Tactics • Visit all the media in your territory • Create compelling leave behinds • Engage all media departments
EFFECTIVE PSA CAMPAIGNS • Evaluation Questions: 1) If you do not evaluate, what do you tell your boss when he/she asks what they got for the money you spent on the PSA program? 2) How will you know if your work has any impact?
EFFECTIVE PSA CAMPAIGNS • Evaluation Rationale • Identify program weaknesses • Convert non-users to users • Validate your work • Show appreciation to sustain usage
EFFECTIVE PSA CAMPAIGNS • Evaluation • Read the article below psaresearch.com/bib4401.html
EFFECTIVE PSA CAMPAIGNS • Evaluation Methodology • Business Reply Cards (BRCs) • Fax forms • Email forms
EFFECTIVE PSA CAMPAIGNS • Evaluation Methodology • Excel reporting
EFFECTIVE PSA CAMPAIGNS • Evaluation • Outcome reporting • Safety stats before campaign launch • Safety stats after campaign launch
EFFECTIVE PSA CAMPAIGNS • Closing the Loop • Implement Lessons Learned • Incorporate them into next wave
EFFECTIVE PSA CAMPAIGNS • Thank you!
It Covers Two-Thirds of Our Planet It Covers Two-Thirds of Our Planet
EFFECTIVE PSA CAMPAIGNS • The traditional PSA model:
