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Region IV Rural Demonstration Project Florida  Georgia  Tennessee

Region IV Rural Demonstration Project Florida  Georgia  Tennessee. Presentation Outline. Program Integration Getting Started Paid Media Creative Materials Earned Media Next Steps. Program Integration. Evaluation Earned Media Paid Media Enforcement Evaluation.

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Region IV Rural Demonstration Project Florida  Georgia  Tennessee

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  1. Region IV Rural Demonstration ProjectFlorida  Georgia  Tennessee

  2. Presentation Outline Program Integration Getting Started Paid Media Creative Materials Earned Media Next Steps

  3. Program Integration Evaluation Earned Media Paid Media Enforcement Evaluation

  4. Getting Started • Review data to identify rural populations • Counties • TV DMAs • Analyze belt usage and unrestrained fatality data • Prioritize markets

  5. Getting Started • Who do you want to reach? • Demographic • Geographic • What is the budget? • Timing and length of campaign? • What level of communication? • Media Weight (GRPs) • Reach vs. Frequency

  6. Paid Media • Advantages • Controlled message • Controlled placement – ability to target • Repetition • Disadvantages • Cost – both for production and placement

  7. Paid Media: Media Selection • Characteristics of different mediums • Broadcast Television • Cable Television • Radio • Outdoor • Print • Online

  8. Evaluating a Media Plan • Is the target audience correct? • Primary, Secondary, Tertiary • Sub-targets (i.e., Pick-up drivers) • Are the markets correct? • Is the budget compatible with the geographic objectives? • Are the flight dates correct?

  9. Measuring Success • Did it stay within the budget? • Was the GRP goal met? • Was programming/formats correct? • What was the overall value-added? • Goal is one-to-one • Other value-added (i.e., Web sites, sponsorships, etc.)

  10. Earned Media Supporting Traffic Safety Through Sustained Communications

  11. What is Earned Media? Getting the news media to cover your story and your message on your terms Earned media is not free – you have to work for it Effective earned media for an ongoing issue must be planned throughout the year. Multiple techniques, activities, events, and channels must be employed

  12. Earned Media • Advantages • Generally less expensive • Generally more credible because it comes through ostensibly objective third party • Opportunities are more plentiful in rural communities • Disadvantages • Difficult to control message • Difficult to control placement, therefore difficult to target • For a repeated story, hard to maintain interest

  13. How do Earned Media and Paid Media Work Together? Earned media supports paid advertising Earned media builds support beyond the target audience Earned and paid media must carry the same message

  14. How do you get earned media?

  15. You must have something to say. • The News Hook • Hard news • News you can use • Localized angles • Feature stories • It has to be something that reporters and editors: • Care about • Think is important • Think their consumers will want to see, hear or read about

  16. Message Discipline • Develop key points to explain your news hook and drive all communications • Maintain consistent message throughout campaign • Prepare spokespeople: media training • Remember that for seat belt enforcement campaigns, the media hook should focus on the enforcement

  17. Sustaining Coverage Over the Long Haul Develop a plan that includes multiple activities, techniques, events, and channels Employ a rhythm – peaks and valleys Put a new top (spin) on your story or develop new angles that cause media to find it interesting Attach to other relevant news

  18. Knowing Who to Call • Identify reporters who cover the issues you wish them to report and keep those lists current • Develop a strong and positive relationship with key reporters • Set up meetings with reporters/editors • Track the stories reporters cover and their interests • Be responsive • Respect their deadlines

  19. Preparing to Pitch • Broadcast • For television, focus on the visual • Networks and local stations want an expert; or a real person with a personal story • Print • Reporters/editors want an expert and/or data to support what you’re doing

  20. Getting your information in front of the media. Events/media opportunities, i.e., kick-off events, checkpoints News conferences Media briefings One-on-one or “desk side” meetings Editorial board meetings Power of a good story A good spokesperson

  21. Focus on the Basics Advisory News release Pitch letter Pitch calls

  22. Earned Media Materials Kick-off Advisory template Fact sheet/talking points Op-ed template Letter to the Editor template Project news release template Drop-in articles

  23. Available Creative

  24. TV: “Friendly Cop”

  25. Radio: “Friendly Cop” Primary Secondary

  26. Outdoor

  27. Posters

  28. Next Steps Determine demonstration flights/dates Determine budgets for paid media Paid media and earned media planning call Decide on creative materials

  29. Region IV Rural Demonstration ProjectFlorida  Georgia  Tennessee

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