Using Public Service Advertising
PSA
to EFFECTIVE
Save Lives on
ourCAMPAIGNS
Waterways
Presented by
 Develop a Strategic Plan
Goodwill Communications
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Questions:
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Internal production OR
External production
EFFECTIVE PSA CAMPAIGNS
EFFECTIVE PSA CAMPAIGNS
 Diverse Water Safety Public
Education Challenges
 Develop a Strategic Plan
 Geography
 Questions:

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Internal production OR
External production
EFFECTIVE PSA CAMPAIGNS
EFFECTIVE PSA CAMPAIGNS
 Diverse Water Safety Public
 Develop a Strategic Plan
Education Challenges
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Questions:
Demographics
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Internal
production OR
Media outlets
External
Creative production
production methods
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Staffing
Budgeting
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EFFECTIVE PSA CAMPAIGNS
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Develop a Strategic Plan
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5 W’s and an H
EFFECTIVE PSA CAMPAIGNS
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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
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EFFECTIVE PSA CAMPAIGNS
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Advantages of Internal Production
Will reflect local park conditions
 Use real park personnel
 Pride of authorship
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EFFECTIVE PSA CAMPAIGNS
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The internal production model:
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Use a Team Approach
 Park
Ranger/Site Director
 Someone with PR experience
 Artist/copywriter/photographer
EFFECTIVE PSA CAMPAIGNS
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Advantages of External Production
Messages conform to PSA realities
 Best technical quality
 Proper material formats
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EFFECTIVE PSA CAMPAIGNS
A Collaborative Model?
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Chuck Husak, Creative Director
August/Lang/Husak
EFFECTIVE PSA CAMPAIGNS
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Chuck’s Slides
EFFECTIVE PSA CAMPAIGNS
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Conduct Pre-campaign research
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Define the problem to be addressed in detail
Understand causation
Understand audience demographics
EFFECTIVE PSA CAMPAIGNS
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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?
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EFFECTIVE PSA CAMPAIGNS
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Public Response Mechanisms?
Visit a website
 Call/write for literature
 Park involvement
 Volunteer
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EFFECTIVE PSA CAMPAIGNS
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The Distribution Phase
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Promotion
Packaging
Distribution
Evaluation
EFFECTIVE PSA CAMPAIGNS
 Promotion
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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
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Promotion
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Create a newsletter for the “deep sell”
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EFFECTIVE PSA CAMPAIGNS
Distribution Plan
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Be comprehensive/inclusive
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Target all mass media
Include specialty media
 Internet/social media
 Place-based media
Target your primary audiences
 Hispanic & African-American youth
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EFFECTIVE PSA CAMPAIGNS
Distribution Plan
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Know/fulfill media needs
Target specific contacts
 Provide message flexibility
 Know formats for all media outlets
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EFFECTIVE PSA CAMPAIGNS
 Distribution Plan
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Understand Media Trends
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Broadcast TV rules
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Spend more time cultivating TV
Provide spot length flexibility
EFFECTIVE PSA CAMPAIGNS
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Understand Media Trends
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Localism rules!
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Study the medium
Show the water safety problem
Share your creative
EFFECTIVE PSA CAMPAIGNS
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Distribution
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The tail that wags the dog
EFFECTIVE PSA CAMPAIGNS
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Distribution
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Thinking outside the box
Innovative media prospects
Pump TopTv
EFFECTIVE PSA CAMPAIGNS
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Distribution
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Thinking outside the box
Innovative media prospects
Walmart Checkout Channel
EFFECTIVE PSA CAMPAIGNS
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Distribution
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Thinking outside the box
Innovative media prospects
Airport dioramas
EFFECTIVE PSA CAMPAIGNS
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Distribution
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Thinking outside the box
Innovative media prospects
Shopping centers
EFFECTIVE PSA CAMPAIGNS
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Distribution
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Thinking outside the box
Innovative media prospects
Street furniture
EFFECTIVE PSA CAMPAIGNS
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Distribution
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Thinking outside the box
Innovative media prospects
Metro transit
EFFECTIVE PSA CAMPAIGNS
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Distribution
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Thinking outside the box
Innovative media prospects
Outdoor billboards
EFFECTIVE PSA CAMPAIGNS
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The Water Safety Distribution Portal
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www.goodwillcommunications.com
User: Water Pass: Safety
EFFECTIVE PSA CAMPAIGNS
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The Water Safety Distribution Portal
EFFECTIVE PSA CAMPAIGNS
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The Water Safety Distribution Portal
EFFECTIVE PSA CAMPAIGNS
 Packaging
 TV
EFFECTIVE PSA CAMPAIGNS
 Packaging
 Radio
EFFECTIVE PSA CAMPAIGNS
 Outreach
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Tactics
Read: "How to Place PSAs in Your Community“
psaresearch.com/psaprimer.html
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Develop your media contact list
Make appointments
Develop key talking points
Share your PSA materials
Write thank you notes
EFFECTIVE PSA CAMPAIGNS
 Outreach
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Tactics
Visit all the media in your territory
Create compelling leave behinds
Engage all media departments
EFFECTIVE PSA CAMPAIGNS
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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
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EFFECTIVE PSA CAMPAIGNS
 Evaluation
 Read the article below
psaresearch.com/bib4401.html
EFFECTIVE PSA CAMPAIGNS
 Evaluation
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Methodology
Business Reply Cards (BRCs)
Fax forms
Email forms
EFFECTIVE PSA CAMPAIGNS
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Evaluation Methodology
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Excel reporting
EFFECTIVE PSA CAMPAIGNS
 Evaluation
 Outcome reporting
Safety stats before campaign launch
 Safety stats after campaign launch
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EFFECTIVE PSA CAMPAIGNS
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Closing the Loop
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Implement Lessons Learned
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Incorporate them into next wave
EFFECTIVE PSA CAMPAIGNS
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Thank you!
It Covers Two-Thirds of Our Planet
It Covers Two-Thirds of Our Planet
EFFECTIVE PSA CAMPAIGNS
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The traditional PSA model: