Media Webinars for Ohio’s Strategic Prevention Framework CommunitiesFunding provided by: Ohio Department of Mental Health & Addiction Services

Presented by: Coalition For a Drug-Free Greater Cincinnati Local Coalition Development Manager/Communications Coordinator

Amanda Conn Starner, BA, OCPS Iaconnstarner@drugfreecincinnati.org

513-751-8000

Webinar #4:

Implementing Your Budget & Message

Your Budget With Your Media Partners

• By now, you have your target audience, your media partners in mind.

• Determine how much money you will spend in one or multiple outlets.

• How much bang for your buck will you get?• Determine the audience retention rate with the help of

your media sales representative.

Your Budget With Your Media Partners

• Work with your media sales account representative. They want as much return on an audience as you do.

• Determine the amount of money you would like to use with each media outlet. Give that number to them up front. They can present a media buy proposal around that amount. Saves everyone time if they know that going in.

• It is a win-win for you and them that an audience is reached to its maximum potential.

Your Budget With Your Media Partners

• Work with them to determine the best time of day, week or season to build your campaign based on your message objectives you’ve already determined.

• In general, a person needs to hear or see a message at least three times in a week to even begin to start to retain it over the course of a period of time. Each media outlet may have their own statistic on message retention.

Your Budget With Your Media Partners

• Sample budget from a print media outlet: The Cincinnati Enquirer

Executive Summary Enquirer Media January 7, 2013 Drug Free Coalition Proposal Outline Campaign Goals: Timeframe: 4 months banner run in 2013 Target Audience: Affluent zip codes Tracking: We will track impressions and click through rates on all digital assets. We will provide reporting on a consistent basis and optimize the campaign as it runs. Advertising Campaign Elements – Option 1 Cincinnati.com

50,000 impressions per month on Cincinnati.com targeted to specifically to the affluent community pages and to high school sports sections

Yahoo!

50,000 impressions targeted to affluent zip area in Cincinnati (300x250) Total Investment: $4,039.40 Total Estimated Impressions: 400,000 Advertising Campaign Elements – Option 2 Cincinnati.com

50,000 impressions per month on Cincinnati.com targeted to specifically to the affluent community pages and to high school sports sections

Yahoo!

50,000 impressions targeted to affluent zip area in Cincinnati (300x250) Cincy Mobile

25,000 impressions on the Cincy Mobile app and website Email Blast

25,000 recipients will receive an email

Total Investment: $8,206.99 Total Estimated Impressions: 525,000

The Message

Outcome 1: Your promotional message reaches your intended and targeted audience. Outcome 2: Your message is understood by your audience. Outcome 3: Your message stimulates the recipients and they take action.

• Three outcomes you want to aim for with your media objectives.

• You can conduct informal focus groups to test the media message before you begin the media campaign to make sure it resonates.

The Message

• Is your message clear and succinct? You can test it with focus groups.

• Does it have a call to action?

• Call to Action Examples: Join your group, becoming involved in project, visit your website, call/email for more information, retweet a Tweet or repost a Facebook post, or text to find out more information.

Guiding Questions for Messaging

Messaging:1) What is the problem? What stereotypes are associated

with this problem?2) What institution or individuals are responsible for this

problem?3) What’s your vision and solution?4) What action do you want your target audience to take?5) What will happen if they don’t take this action? What’s at

stake?Source: “Center for Media Justice”

Example of MessagesJune 2012 Media Buy

:20 Spot Spec

WVXU/WGUC

Support comes from the Coalition for a Drug-Free Greater Cincinnati.

The Coalition works to delay the age youth begin using alcohol and drugs.

To increase the perception of personal harms associated with substance abuse.

And to increase the number of youth and adults who disapprove of substance use by youth.

For 16 years, the Coalition for a Drug-Free Greater Cincinnati’s mission has been to promote drug-free environments in the Tristate by building partnerships to educate, advocate and support coalition development.

www.drugfreecincinnati.org

Examples of Messages• These web banners ran this

Spring as part of a media buy.

• One targeted adults talking to their kids about being resilient around drug use.

• Another helped us get the word out to potential individual or corporate donors.

• Each had a call to action of texting DRUGFREE to 41919 and to visit our website.

Examples of Messages• These web banners ran this

Spring.

• One targeted adults talking to their kids about being resilient around drug use.

• Another helped us get the word out to potential individual or corporate donors.

• Each had a call to action of texting DRUGFREE to 41919 and visit our site.

Example of Messages • Here is a sample of

the media message we bought through a media buy that ran on WXIX-TV Fox 19’s Facebook page.