SSA 2014 OUTDOOR PSA POSTER PRESENTATION

Outdoor Billboard Placementsfor the Social Security Administration

Outdoor Media Rationale

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Why outdoor? It is ubiquitous

Outdoor Media Rationale

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Why outdoor? Greater linger time Fewer interruption in message delivery More time to register the call to action

Outdoor Media Rationale

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Why outdoor? 70% of TV viewers fast forward through ads OOH entertains rather than interrupts

Outdoor Media Rationale

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Why outdoor? More mobile society Nearly 180,000 people move into cities daily Adds roughly 60 million new urban dwellers every year

Outdoor Media Rationale

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Why outdoor? People are spending more time than ever in their cars Daily vehicle trips are up 110% since 1970 The number of cars on the road is up by 147%

Outdoor Media Rationale

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Why outdoor? More people are flying than ever before Visitors at the top 44 airports in the U.S. tops 765 million

passengers Over a half a billion people pass through just the top 10 airports Atlanta’s Hartsfield airport: 95 million passengers (more than

260,000 passengers daily) and 950,119 flights

Outdoor Media Rationale

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Why outdoor? Reaching people where they live, work and play

SSA 2014 Outdoor Campaign

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Promotion Newsletter sent to OOH companies Creative posted to OOH4Good

SSA 2014 Outdoor Campaign

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Placement Overview

SSA 2014 Outdoor Campaign

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Values by Type of Venue

SSA 2014 Outdoor Campaign

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Poster Placements by DMA

Local Placements

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Key Markets

● New York City ● Los Angeles ● Chicago ● Philadelphia ● Dallas ● Boston ● Washington, DC ● Atlanta ● Phoenix

● Seattle ● Miami ● Orlando ● Cleveland● Sacramento ● Raleigh-Durham ● Kansas City

● Columbus, OH ● Milwaukee ● Greenville, SC, ● Norfolk Oklahoma City ● Jacksonville ● Tulsa ● Knoxville ● Dayton

● Chatanooga ● Myrtle Beach ● Johnstown ● Reno ● La Crosse ● Wilmington ● Lubbock ● Rochester, NY ● Marquette ●

Richmond

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New York City● Largest Metro Area in the U.S.

● Population: 23.5 Million (Metro Area)

● 20 Posters

● Value: $19,250

● Gross Impressions: 6.2 million

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Eco Poster

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Bus Shelter Poster

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Eco Posters

Los Angeles

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Los Angeles

● Second Largest Metro Area in the U.S.

● Population: 18 Million (Metro Area)

● 700 Posters

● Value: $433,000

● Gross Impressions: 224 million

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Bulletin/Eco Poster

SSA 2014 Outdoor Campaign

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Bulletin Poster

SSA 2014 Outdoor Campaign

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Bulletin Poster

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Eco Posters

SSA 2014 Outdoor Campaign

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Bus Shelter Posters

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Eco Poster

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Eco Posters

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Bulletin Posters

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● Third Largest Metro Area in the U.S.

● Population: 10 Million (Metro Area)

● 150 Posters

● Value: $165,000

● Gross Impressions: 15 million

Chicago

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Bus Shelter Poster

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Bus Shelter Poster

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Street Poster

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Bus Shelter Poster

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● Fourth Largest Metro Area in the U.S.

● Population: 2.5 Million (Metro Area)

● 144 Posters

● Value: $179,640

● Gross Impressions: 43 million

Philadelphia

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Eco Poster

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Bulletin and Eco Posters

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Bus Shelter Posters

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Bus Shelter Poster

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Dallas-Fort Worth

● Fifth Largest Metro Area in the U.S.

● Population: 1.2 Million (Metro Area)

● 29 Posters

● Value: $19,010

● Gross Impressions: 5.2 million

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Eco Posters

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Eco Posters

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Boston

● Seventh Largest Metro Area in the U.S.

● Population: 7.6 Million (Metro Area)

● 45 Posters

● Value: $60,7500

● Gross Impressions: 10 million

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Eco Posters

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Washington, DC

● Eighth Largest Metro Area in the U.S.

● Population 6 million (metro area)

● 575 Posters

● Value: $120,050

● 80.7 Million Gross Impressions

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Washington Metro Area Transit Authority

SSA 2014 Outdoor Campaign

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Bus Stop Posters

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Eco Posters

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Atlanta● Ninth Largest City in the U.S.

● Population: 5,522,942 (Metro Area)

● 46 Eco Posters & Mini Spectacular

● Value: $43,400

● Gross Impressions: 19 million

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Bulletin Poster

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Bulletin Poster

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Eco Poster

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Phoenix

● Thirteenth Largest City in the U.S.

● Population: 4.3 Million (Metro Area)

● 76 Posters ● Value: $36,610

● Gross Impressions: 32 million

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Bulletin Poster

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Bulletin Poster

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Miami

● Sixteenth Largest Metro Area in the U.S.

● Population: 5.5 Million (Metro Area)

● 248 Posters

● Value: $54,015

● Gross Impressions: 25.2 million

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Bulletin Poster

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Bus Shelter Poster

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Seattle

● Fourteenth Largest City in the U.S.

● Population: 3.6 Million (Metro Area)

● 66 Posters

● Value: $118,200

● Gross Impressions: 19.6 million

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Bulletin Poster

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Bulletin Poster

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• Thirty-first largest city in the U.S.

• Population 467,000 (Metro Area)

• 59 posters

• Value: $102,030

• Gross Impressions: 11.1 million

Kansas City

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Bulletin and Eco Posters

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Eco Posters

SSA 2014 Outdoor Campaign

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Further reading:http://www.goodwillcommunications.com/gc_support_client_corner-frameset.asp?page=gc_support_client_corner-outdoor.asp

ACHIEVING YOUR CRITICAL MISSION What Connects All These Dots?

COMMUNICATION!

ACHIEVING YOUR CRITICAL MISSION Why Communication Matters

Your Typical Donor

ACHIEVING YOUR CRITICAL MISSIONFund Raising

Ten Critical Facts: #1: Money is the lifeblood of all enterprise. #2: People do not donate to causes they don’t know. #3: When you change your name, it’s almost back to square one. #4: There are no secrets anymore; everything is known. #5: Donors want to make a difference. #6: If donors have not seen, heard or felt you, then you don’t exist. #7: If you don’t do media outreach, your competition does. #8: The organization which connects, succeeds and prevails. #9: The media allow you to connect, so learn how to engage them. #10: Organizations that ignore these principles, no longer exist.

ACHIEVING YOUR CRITICAL MISSION Engaging the Media

The message is not about you! The media want to know what’s in it for them Some important facts:

Assume the media knows nothing about your programs Once you educate them, the “educated” person changes When this happens, you start all over The competition for free time and space is intense The gatekeeper is your primary audience

ACHIEVING YOUR CRITICAL MISSION Engaging the Media

What the media cares about

ACHIEVING YOUR CRITICAL MISSION Engaging the Media

#1 Priority: focus on national cable networks

ACHIEVING YOUR CRITICAL MISSION Engaging the Media

#2 priority: focus on broadcast TV

ACHIEVING YOUR CRITICAL MISSION Engaging the Media

Understand the media landscape Local impact trumps all other issues

ACHIEVING YOUR CRITICAL MISSION Engaging the Media

Competition for time and space is intense 39% of stations receive eight to 30+ PSAs per week

ACHIEVING YOUR CRITICAL MISSION Engaging the Media

Why marketing to gatekeepers is important: They are:

Managing a non-revenue department Overworked and understaffed Inundated with PSAs

If they don’t accept your PSAs, no one sees them

ACHIEVING YOUR CRITICAL MISSIONEngaging the Media

Positioning/messaging Know the rules and observe them

Provide campaign context Why is your issue important? Why should the media care? How does it affect the local audience?

Avoid controversy at all costs Provide message flexibility Distribute at optimum times Children’s issues are a bonus

ACHIEVING YOUR CRITICAL MISSIONEngaging the Media

Promotion Pitch calls to all national networks Newsletters to provide campaign context Press release to online journalists Blast email to 50 state broadcast associations Engagement of professional associations (NAB/OAAA)

ACHIEVING YOUR CRITICAL MISSIONCan PSAs Make a Contribution?

It depends….. Importance of the issue How well we sell it to the media Timing – fourth quarter is not the best Logistics – right length; compelling packaging Media engagement Creative quality

ACHIEVING YOUR CRITICAL MISSIONCan PSAs Make a Contribution?

Our model Fulfilling media needs Distribution based on solid rationale Compelling packaging Aggressive promotion Thorough evaluation

ACHIEVING YOUR CRITICAL MISSION Distribution Rationale Distribution Rationale Selection factors:Selection factors:

BudgetBudget Previous Usage IndexPrevious Usage Index Geographic coverageGeographic coverage Target Audience Target Audience

ACHIEVING YOUR CRITICAL MISSIONDistribution Plan

PUBSANS™ 1,400 broadcast stations; 150 networks 600 local cable systems 10,500 radio stations; 50 networks Spanish/African-American/college media 9,000 daily/weekly newspapers 1,500 magazines - 75 vertical codes 400 outdoor companies

ACHIEVING YOUR CRITICAL MISSIONDistribution Rationale

Strategic targeting Top priority – any media using BFF/AHAF PSAs previously Secondary priority – those media with the highest PUI index

776

321

228

195

629

300

0 200 400 600 800

1-5X

6-10X

11-15X

16-20X

21-50X

50+

TV USERS BY FREQUENCY

ACHIEVING YOUR CRITICAL MISSIONPSA Distribution

Distribution reports

ACHIEVING YOUR CRITICAL MISSIONPSA Distribution

Providing actionable data

ACHIEVING YOUR CRITICAL MISSIONACHIEVING YOUR CRITICAL MISSION Distribution Plan

Helping You Exploit New MediaHelping You Exploit New Media

CNN’s Accent Health Network Medical Broadcasting Channel Walmart CheckOut Channel Ethnic TV Channels PumpTop TV

ACHIEVING YOUR CRITICAL MISSIONTV PSA Packaging

Goal: low cost/high impact

ACHIEVING YOUR CRITICAL MISSIONRadio PSA Packaging

Goal: save postage/high impact

ACHIEVING YOUR CRITICAL MISSIONConsider OOH Media

Advantages Reaches high income (donors) Greater linger time to register the call to action No restriction on sponsor indentification Reinforces all other mediahttp://www.goodwillcommunications.com/Outdoor_is_in.aspx

To see our OOH work, go to: http://www.slideshare.net/dakotabill

ACHIEVING YOUR CRITICAL MISSIONCampaign Evaluation

Providing you with timely, complete data Nielsen SpotTracNielsen SpotTrac Affidavits (OOH/cable nets)Affidavits (OOH/cable nets) BRCs (Radio/Cable TV)BRCs (Radio/Cable TV) Print clipsPrint clips

ACHIEVING YOUR CRITICAL MISSION ACHIEVING YOUR CRITICAL MISSION

Campaign Evaluation Providing you with meaningful data

Management SummaryManagement Summary Auto-emailed first of every monthAuto-emailed first of every month

ACHIEVING YOUR CRITICAL MISSION ACHIEVING YOUR CRITICAL MISSION

Campaign Evaluation Providing you with meaningful data

Types of reportsTypes of reports

ACHIEVING YOUR CRITICAL MISSION ACHIEVING YOUR CRITICAL MISSION

Campaign Evaluation Providing you with meaningful data

Out-of-home reportsOut-of-home reports

ACHIEVING YOUR CRITICAL MISSION ACHIEVING YOUR CRITICAL MISSION

Campaign Evaluation Providing you with meaningful data

Key trends analysisKey trends analysis

ACHIEVING YOUR CRITICAL MISSION ACHIEVING YOUR CRITICAL MISSION

Campaign Evaluation Providing you with meaningful data

Total of $102 million ad equivalency valueTotal of $102 million ad equivalency value

ACHIEVING YOUR CRITICAL MISSION ACHIEVING YOUR CRITICAL MISSION

Saving You Money Use our CablePAK service

Invest $32,000, generate $1MM in value

ACHIEVING YOUR CRITICAL MISSION ACHIEVING YOUR CRITICAL MISSION

Saving You Money Use our digital download service

No hard copy tapes, no printed collateral Create Vimeo download page Promote to media via blast email

ACHIEVING YOUR CRITICAL MISSION ACHIEVING YOUR CRITICAL MISSION

Saving You Money Recycle your PSAs

National Multiple Sclerosis Society Army National Guard U.S. Air Force American Academy of Orthopaedic Surgeons American Academy of Dermatology

Tips Change the name of the PSA Create new packaging Assign new SpotTrac code

Thank you!

EFFECTIVE PSA CAMPAIGNS