Iowa Department of Public Health
SPF SIG Substance Abuse
Media Webinar
Presented to Prevention Agencies
January 24, 2012
How to Create a
Substance Abuse Media Plan
in Your Local Area
Introductions
• Julie Hibben, IDPH SPF SIG Project Director
• Andrea Marinaro, ZLRIGNITION Vice President,
Media Director
• Kelly Konz, ZLRIGNITION Account Supervisor
• Nick Grant, ZLRIGNITION Account Manager
Agenda
• Campaign Overview
• Review the SPF SIG Advertising Campaign and
Statewide Media Schedule
• “How to” Create a Media Plan
• “How to” Reach the SPF SIG Target Audiences
• Media Buying Basics
• Placing Online Advertising
• Campaign Creative Elements
• Additional Advertising Options
• Contact Information
• Q&A
Campaign Overview
• Statewide message about underage drinking and
adult binge drinking
– Mediums utilized are TV & outdoor
• SPF SIG counties should use both campaigns
• IDPH will not fund additional media campaigns
through SPF SIG
• Media campaign materials will be available to the
SPF SIG Coordinator through ZLR
– TV, outdoor, radio, print/posters, online banner ads
Campaign Overview
• Counties will not be permitted to change the
campaign materials and create new materials based
on the campaigns
– No giveaways, table tents, banners, etc.
• Counties need to keep in mind the target populations
of both campaigns when purchasing media
• Non-SPF SIG funded counties can utilize the media
campaigns by contacting Julie Hibben
SPF SIG Advertising Campaign &
Statewide Media Schedule
Situation Analysis
• Gather background information including concerns,
industry statistics, competition, etc.
• SPF SIG Example: Research findings
– Underage
• There is no stereotypical “face” to underage drinking – behavior
transcends group, crowd, gender
• Incidence of underage drinking is high among high school teens
and increases as students age
• Aspiration and inclusion are the most influential emotional drivers
• Can’t tell this audience not to drink, instead educate on the risks
and harms. Keep it real.
Situation Analysis
• SPF SIG Example: Research findings
– Binge
• Young adults are underage, but more closely align with
motivations of legal drinkers
• Most adults are reluctant to self-identify with binge drinking. It is
perceived as something a young adult does
• Binge drinking is based on the individual’s mindset and behavior
when drinking – this is more indicative that the definitive drinksper-occasion definition
Target Audience
• Underage audience is 13-20 with an emphasis on
age 13-16
– Research indicates audience should be reached before
their critical decision moment. Younger students are
much more impressionable, therefore campaign is
designed to give them the confidence to make a smart
decision before they are faced with the decision to drink
for the first time.
Target Audience
• Binge audience is 18-44 with an emphasis on age
18-22
– Research indicates audience should be reached at the
intersection of developmental lifestages, or as this group
transitions to becoming young adults where the lifestage
offers a constant drinking occasion.
Statewide Media Schedule
Media Objective
• Raise awareness to combat both underage and binge
drinking in the targeted 23 Iowa counties
Media Strategy
• Reach teen and young adult audience through mass
advertising in underage and binge drinking problem
areas of the state
Media Tactics
Underage Media Schedule
• Cable TV
– Reason chosen: Geographically covers the specific counties
and demographically targets the audience
– Markets include:
• Cedar Rapids
– Cedar Rapids, Dubuque, Iowa City, Mason City, South Central Iowa (Ottumwa),
Upper Mississippi, Waterloo
• Des Moines
– Central Iowa Interconnect (Ames, Des Moines, Fort Dodge, Marshalltown),
Spencer, Western
• Quad Cities
– Clinton, Quad Cities, Southeast Iowa (Burlington)
Underage Media Schedule
• Cable TV Tactics
– Air commercials on highly-rated stations for 13-16 yearolds
– Air 40 spots per week from 3pm – 12am
– Air commercials for 10 weeks December through April
Underage Media Schedule
• Broadcast TV – Sioux City DMA
– Reason chosen: Reaches the counties of interest for the
campaign. These counties are not reached by cable. Can
target the audience with programming.
– Commercials will air during live airings of American Idol
each week to efficiently reach the 13-16 year-old target
audience
– Schedule runs for 9 weeks, January – March (one spot per
week)
Underage Media Schedule
• Outdoor
– Extends reach into the counties of interest
– Billboards will post for 8 weeks in December and January
• Some boards were added later as they became available and will
run when available through September 2012
Binge Media Schedule
• Cable TV
– Reason chosen: Geographically covers the specific counties
and demographically targets the audience
– Markets include:
• Cedar Rapids
– Cedar Rapids, Dubuque, Iowa City, Mason City, South Central Iowa (Ottumwa),
Upper Mississippi, Waterloo
• Des Moines
– Central Iowa Interconnect (Ames, Des Moines, Fort Dodge, Marshalltown),
Spencer, Western
• Quad Cities
– Clinton, Quad Cities, Southeast Iowa (Burlington)
Binge Media Schedule
• Cable TV Tactics
– Commercials will air on highly-rated stations
– 40 spots per week will air from 6am – 12am
– Schedule runs for 10 weeks between December and April
Binge Media Schedule
• Broadcast TV – Sioux City DMA
– Reason chosen: Reaches the counties of interest for the
campaign. These counties are not reached by cable. Can
target the audience with programming.
– Spots air for 4 weeks in February
– Commercials will air during programming that best reaches the
18-22 year-old audience
– Purchase 50 rating points/week
• Equivalent to reaching 50% of this audience each week
Binge Media Schedule
• Outdoor
– Extends reach into the counties of interest
– Billboards will post for 8 weeks in December and January
• Some boards were added later as they became available and will
run when available through August 2012
“How to” Create a
Media Plan
“How to” Create a Media Plan
Step 1:
• What is your budget?
– Determining your budget for paid advertising will guide a
lot of media options and “weed out” those that are too
costly to utilize effectively
“How to” Create a Media Plan
Step 2: Define your Objective
• What is your goal, what do you want to accomplish?
– Is it measurable?
• Example:
– Increase web site clicks, increase calls to a phone number
• Or, are you simply generating awareness of the message with an
audience?
“How to” Create a Media Plan
Step 3: Strategies
• How are you going to accomplish that goal?
– Example:
• Air a media campaign in Dubuque county to target 13-16 year-olds
using cable
– Once the strategy is finalized:
• Contact the cable company and get rates to run commercials
• Work with sales staff to put a buy together using your budget and
objectives
“How to” Create a Media Plan
Step 4: Tactics
• What are your tactics or deliverables?
– Tactic examples:
• Spend $5,000 and air 40 commercials a week on cable in the
Dubuque cable zone for 4 weeks on MTV and Comedy central from
6a-12a
• Post a billboard in Dubuque county for 4 weeks
“How to” Reach the
Target Audiences with Paid Ads
Underage Drinking
How do you reach the younger, youth population?
• Cable Advertising – Pay to run commercials on MTV, ABC
Family, ESPN
• Online Advertising – Pay to run banner ads or text ads on
www.youtube.com, www.facebook.com,
www.myyearbook.com, www.tagged.com
• Other ideas (not paid media):
– Ask schools to put the posters up in common areas
– Go to libraries, restaurants and ask them to put up posters
• Message timing: Look to run ads after 3pm on television as
13-16 year-olds are in school during the day
Binge Drinking
Where do you reach the young adult population?
• Cable Advertising – Pay to run commercials on Comedy
Central, Discovery Channel, ESPN
• Online Advertising – Pay to run banner ads or text ads on
www.youtube.com, espn.go.com, tmz.com,
www.facebook.com
• College Newspapers – Pay to put an ad in college
newspapers
• Bus/Transit Ads – Pay to place ads in or outside on buses
• Restaurant/Bar Signage – Pay to place ads in public
restrooms at local bars/restaurants or receive permission
to post in college buildings
Binge Drinking (continued)
• Other ideas (not paid media):
– Social media – Create Facebook and Twitter, you can create
accounts and get friends or post status updates
• Message timing: The young adult population size may
increase over the holidays or summer when students are
back home for college break
Media Buying Basics
Media Buying Basics
• Television Programming for Teens & 18-22 year-olds
– Early Fringe 3p-5p: Simpsons, Family Guy
– Prime Access 6:30p: Two and a Half Men
– Prime Time 7p-10p: American Idol, Glee, Simpsons, Modern
Family, House, CSI, How I Met Your Mother
• Cable Networks/Programming for Teens & 18-22
year-olds
– ESPN, Discovery, MTV, TLC, FX, TBS, Cartoon, Comedy, History,
TNT, Spike, ABC Family, E!, Animal Planet
– Sportscenter, Teen Mom II, Pretty Little Liars, Kardashians, Daily
Show, E! News, Chelsea Lately, Family Guy, Tosh.O, Cake Boss,
Swamp People, Storm Chasers, King of the Hill, America’s
Funniest Home Videos
Media Buying Basics
• Cable and Television – If you buy a commercial to air
during a wide time frame such as 6am-12am on ABC
Family for example, those spots are cheaper than
buying a spot in a specific program such as Pretty
Little Liars on ABC Family at 7pm. When you narrow
the time frames to buy specific programs, the ratings
are higher so the rate is higher.
– Spots purchased from 6a-12a would be called rotator spots as
they rotate to run anytime during that time period
Media Buying Basics
• Radio – To reach teens, you would buy a station with
a format that teens like, for example, CHR
(Contemporary Hits Radio – Top 40), Country, Hot
Adult Contemporary, Rock
– Those stations will have better ratings for teens than news/talk for
example. Local county radio stations don’t have ratings, but usually
have good listenership for the people that live in those counties and
can be good to purchase depending on format of music played.
Media Buying Basics
• Print – Cost doesn’t change depending on when
purchased. Different size ads are different rates.
– This campaign is targeted to teens and younger adults
print ads in community or metro papers may not be the
most efficient method to reach this audience as costs may
be high and reach low
• Outdoor – Rates are different depending on the
visibility of the board and the number of people who
see it every day.
– For example, a board in the city of Dubuque is more
expensive than one on outskirts of town or in a rural area
Pros and Cons of Advertising Options
Medium
Pros
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Low cost per spot
High frequency of the message
Target networks with high appeal to
target audience
Excellent added value
Mass reach medium, available in nearly
all Iowa households
Good for campaigns covering a large
geographic area
Buying the Iowa TV markets of: Cedar
Rapids, Des Moines, Mason City, Quad
Cities, Sioux City, Ottumwa, and Omaha
reaches 99% of Iowa Households
Consistent added value results
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Metro and rural coverage
Visually appealing message
Message cannot be shut off
Excellent added value results
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Cable
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Broadcast Television
Outdoor Billboards
Cons
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High frequency, low reach
Only reaches households that subscribe
to cable (51% of Iowa Households)
Low rural coverage
Higher cost per spot than cable (priced
based on reaching a percentage of a
target audience using rating points)
High reach, low frequency
May cover a lot more counties than
necessary for your campaigns – you
pay a higher rate for that coverage
Expensive to cover the entire state
High production costs to print vinyl
Cannot target demographically
Message must be succinct
Each circle represents a cable zone that can be purchased.
Each circle represents a television market area (DMA) that can be purchased
Pros and Cons of Advertising Options
Medium
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Radio
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Pros
Rural and metro coverage available
Some local/rural stations can provide
necessary reach and frequency for a
campaign
Generates frequency of the message
Ads are 60 seconds long for messages
with more to say
Can target specific times of day
Low cost per thousand
Can purchase millions of impressions on
a variety of web sites
Geo and demo targeting available
Measurable results
Effective when driving someone to a web
site for more information
Online
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Print
Can target metro and rural areas
Good for reaching older demographics
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Cons
Expensive to cover the entire state
Listenership is fragmented
Satellite radio, CDs and iPod use
continues to rise
Must have a good web site
Defining success based on clicks to
your web site may be misleading, some
messages should be used for
generating awareness
Dependant on a person seeking out
your message
Message can be ignored
No added value
Expensive to cover the state
Overall newspaper readership and
subscribers are down
No added value results
Cost Comparisons for Ads
Cost Comparisons for space costs for Des Moines market:
Cable Spot
One 30 second spot on MTV in Jersey Shore - $55
Television
One 30 second spot on KCCI 10pm News - $900
Outdoor Billboard
One vinyl 14x48 billboard in Des Moines - $4,200/month
Online
One thousand banner ads on youtube.com - $2.50 cost per thousand
Radio
One 60 second spot on KISS 107.5 FM - $85
Gas Station
Gas pump signs at one gas station - $415/month
Movie Theater
One week of commercials on 20 screens at Jordan Creek theaters - $425/week
Mall Signage
Backlit at Valley West Mall - $800/month
Print
One half-page b/w ad in Des Moines Register Datebook – $3,845
Bus Signage
One ad on side of bus - $250/month
Bathroom Signage
One ad in a bathroom at one location - $205/month
Note: Costs are constantly changing and are based on multiple factors, these
numbers are for reference only
Generally, low cost options are: Cable, online, rural radio stations, bus signage,
bathroom signage
Cost Comparisons for Ads
For example, if your budget is $1,000 for Des Moines, you could buy the following
on each medium if you spent $1,000 on each individual medium.
Below outlines what you could get on cable for $1,000 compared to $1,000 on
broadcast television for example. This depends on actual advertising rates, but
this is an estimate of how mediums might compare to help you make a choice on
where to spend your money.
Cost Comparisons for space costs for Des Moines market:
Cable Spot
Run eighteen :30 second spots in Jersey Shore on MTV
Television
One 30 second spot on KCCI 10pm News
Outdoor Billboard
One poster billboard in Des Moines
Online
400,000 banner ads on youtube.com
Radio
Eleven 60 second spots on KISS 107.5 FM 6a-7p
Gas Station
Gas pump signs at two gas stations
Movie Theater
Two weeks of commercials on 20 screens at Jordan Creek theaters
Mall Signage
Backlit at Valley West Mall for one month
Print
One eighth-page ad in Des Moines Register Datebook
Bus Signage
Four ads on the sides of buses
Bathroom Signage
One ad in a bathroom at five locations
Low Cost Options
• Depending on your budgets and objectives, the
following are good low-cost options:
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Cable ads
Online ads
Rural radio station ads
Bus signage
Bathroom signage
Glossary of Media Terms
Cost Per Point – cost to deliver the equivalent of one rating point (1 percent) of a specific audience
segment with a media vehicle. Used to compare cost efficiencies of one TV/Radio program versus
another.
Cost Per Thousand (CPM) – the cost per 1,000 people (or homes) delivered by a medium. For example,
a media vehicle that costs $10,000 and has an audience of 500,000 has a CPM of $20. Used to compare
efficiencies across mediums
Frequency – the number of times the target audience has an opportunity to be exposed to a message
Gross Rating Point - Reach multiplied by frequency is the gross rating point or the sum of all ratings. For
example, if one commercial is scheduled in each of two TV programs each with a 10 rating, that will
accumulate 20 GRPs. The reason for using the word “gross” indicates there is duplication between the two
ratings so the people who viewed program A might also view program B therefore, they do not reach 20%
of people but the equivalent of 20 percent of the people, one time with the message.
Impression – the gross sum of all media exposures without regard to duplication expressed in absolute
audience numbers rather than a percentage.
Rating – Percentage of a given population group consuming a medium at a particular moment. For
example, we say a TV program had a 10 rating of adults 18-49 is to say that 10 percent of the adult
population ages 18-49 viewed the average minute of the program. Ratings apply to specific demographic
groups as well as geographic areas.
Reach – the number of different individuals exposed to a commercial, it is a net number that eliminates
duplication. Reach for television and radio is usually shown by week or cumulatively for a 4-week period or
longer.
Media Sales Representatives
Sioux City Area
Company
Rep Name
Phone
Cable
Cable One
Fax
e-mail
CableOne
Di Haindfield
712-233-1511 712-258-2926 diane.haindfield@cableone.biz
Outdoor
(Including Bus/Transit)
Avery Outdoor Deb Brobst
800-369-7446 712-252-2759 debbrobst@averyoutdoor.com
Mason City Area
Company
Rep Name
Cable
On Media
Outdoor
Fairway
Fax
e-mail
Jennifer Krautbauer 319-395-9674
319-395-9352
jkrautbauer@onmediaadsales.com
Kent Beatty
641-424-8359
kent.beatty@fairwayoutdoor.com
Cedar Rapids/Waterloo/Iowa City/Dubuque Areas
Company
Rep Name
Cable
Mediacom
On Media
Jennifer Krautbauer
Phone
641-424-4173
Phone
Fax
e-mail
319-395-9674 319-395-9352 jkrautbauer@onmediaadsales.com
Outdoor
Lamar
Lamar
Brenda Truelsen
319-234-7753 319-234-4907 btruelsen@lamar.com
Bus
Justin Litt
Houck
Justin Litt
800.777.7290 651.489.7620 justinl@houckads.com
Media Sales Representatives
Des Moines
Company
Rep Name
Phone
Fax
Cable
OnMedia
Leslie Malcom
515-697-6785
Outdoor
Clear Channel
Clear Channel
Steve Burke
515-875-4022
Bus
DART
DART
Kirstin Baer-Harding 283-8132
e-mail
lmalcom@onmediaadsales.com
515-282-1551
sburke@clearchannel.com
kbaer-harding@ridedart.com
Ottumwa Area
Cable
Company
Rep Name
Phone
Fax
e-mail
On Media
Jennifer Krautbauer
319-395-9674
319-395-9352
jkrautbauer@onmediaadsales.com
Quad Cities/Clinton/Burlington Areas
Company
Rep Name
Phone
Cable
Libbie Babka
309-797-2907 309-764-5731 lbabka@onmediaadsales.com
Ann Tressel
563-556-4141 563-556-0648 atressel@lamar.com
On Media
Outdoor
Lamar-DU, Clinton, McGregor, QC Lamar
Fax
e-mail
Media Sales Representatives
Council Bluffs Area
Company
Rep Name
Phone
Fax
e-mail
Cable
Cox
Marsha O'gara
402.934.0811
402.934.4001
marsha.o'gara@coxmedia.com
Outdoor
Lamar-Council Bluffs
Sheila Kuehn
402-734-6850
402-734-6853
skuehn@lamar.com
Company
Contact
Email
Movie Theater
National Cinemedia (NCM) Jon Lamoreaux
Screenvision
Deanna Bridges
Jon.Lamoreaux@ncm.com
dbridges@screenvision.com
AllOver Media
Gas Pumps, Bathroom
jennifer.swanson@allovermedia.com
Jennifer Swanson
Placing Online Advertising
• Facebook:
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Login to http://www.facebook.com/ads/create/
Follow steps to create your text ad and set budget
Geo-target to reach Iowans or only those in your county
Purchase ads as pay per click where you only pay when
someone clicks on the ad
• Costs approximately $1 per click
• Ads will show up thousands of times but you only pay when
someone clicks and goes to your website or Facebook page
Placing Online Advertising
• You Tube or other Google sites (espn.go.com,
tmz.com, myyearbook.com):
– Login to https://www.google.com/intl/en/ads/new/
– Set-up an account and follow the steps to create a
campaign and upload ads
– Geo-target to reach Iowans or only those in your county
– Cost is roughly $2.50 for one-thousand ads on these sites
• $500 yields approx. 200,000 impressions on these websites
• You pay for impressions (approx. $2.50 CPM (cost per thousand))
Campaign Creative Elements
Television
• Utilize existing TV spots and localize with
personalized tag (agency name, address, phone
number, web address, etc.)
• TV/Cable stations provide tag for little to no cost
• Gather dub requirements from station (electronic,
Beta SP dub, etc.) and contact ZLR for file/dub
• No charge for electronic files. Cost is approximately
$40 per physical dub + shipping.
Television
• Add TV spots here
Outdoor
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Utilize outdoor from statewide campaign
Artwork will be provided by ZLR upon request
Outdoor production companies will print boards
Printing costs run approximately $100 per poster
board and $1800 per vinyl board
Underage Poster & Print Ad Creative
Binge Poster & Print Ad Creative
Poster
• Localize with personalized tag (agency name,
address, phone number, web address, etc.)
• Sizes are 11”x17” x 24”x36”
• Artwork will be provided by ZLR upon request
Print Ad
• Poster artwork can also be used as print ad
• Vertical formatted BW or Color ad
• Localize with personalized tag (agency name,
address, phone number, web address, etc.)
• Newspapers will provide tag for little to no
cost
• Artwork will be provided by ZLR upon request
• No cost to send electronic pdf file to
newspaper
Underage Online Banner Ads Creative
Binge Online Banner Ads Creative
Online Banner Ads
• Banner ads created for use online advertising
• Localize with personalized tag (agency name,
and web address or phone number)
• Gather size requirements and artwork will be
provided by ZLR upon request
Radio Ads
• Personalize radio spots with agency name,
address, phone number, web address, etc.
• Radio stations provide tag for little to no cost
• Gather requirements from station (electronic,
dub, etc.) and contact ZLR for file/dub
• No charge for electronic files
Additional Advertising Options
Pros and Cons of Advertising Options
Medium
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Pros
Can reach people out with friends with an
entertaining message
Commercials run on large movie theater
screens before the movie, captive
audience
Reaches ethnic and young audiences
that tend to frequent movies
Metro and rural coverage available
Movie Theater
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Gas Station Signage
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Not available in every area of the state
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Targets metro areas with visually
appealing message
Mobile billboard
Good added value
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Target people in bars and restaurants
Message can be detailed
Good added value
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Not available in every area of the state
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Bathroom Signage
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Cons
Expensive to cover the state
High production costs to transfer
commercial to film
Spots run before movies so if people
show up late they miss the spot
Cannot target demographically
People that don’t attend movies won’t
see the spot
No added value
Cannot target demographically
Message is static, does not necessarily
draw attention
Message must be family friendly
Inability to target demographics
Low rural reach
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Mall Signage
Bus Signage
Reach people at gas pumps and
convenience stores
Metro and rural coverage available
Good added value
Target metro areas
Message can be large and visually
appealing
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ZLRIGNITION Media
• Advantages of using ZLR to purchase media
– Ratings and research
– Rate discounts
– Accuracy/invoice reconciliation
– Added value
– Experienced staff
ZLRIGNITION Contact Information
• Contact Andrea Marinaro for media
– 515-244-4456
– amarinaro@zlrignition.com
• Contact Nick Grant for creative orders
– 515-244-4456
– ngrant@zlrignition.com
Q&A