Ad Council Presentation


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Ad Council Presentation

  1. 1. Seminar Series: Communications on a Shoestring Budget October 27, 2008
  2. 2. Best Practices
  3. 3. Communicating on a Shoestring <ul><li>PSAs aren’t always the answer </li></ul><ul><li>Assess your organizational needs </li></ul><ul><ul><li>Fundraising? Membership? Branding? Awareness? </li></ul></ul><ul><li>Some issues don’t work well as PSAs: </li></ul><ul><ul><li>Partisan </li></ul></ul><ul><ul><li>Fundraising </li></ul></ul><ul><ul><li>Advocacy </li></ul></ul><ul><ul><li>Seasonal/”Fire Safety Week” </li></ul></ul><ul><ul><li>Not “PSA-able” </li></ul></ul><ul><ul><li>Messages that only affect a small percentage of the population </li></ul></ul><ul><ul><li>Messages that are time sensitive </li></ul></ul>
  4. 4. Communicating on a Shoestring Venture Outside the PSA Box Mobile Phone
  5. 5. Communicating on a Shoestring <ul><li>Whatever you do, know your audience </li></ul><ul><li>Conduct thorough strategic planning first </li></ul><ul><ul><li>What are your organization’s challenges? </li></ul></ul><ul><ul><li>Who’s your target audience? </li></ul></ul><ul><ul><li>Who are your stakeholders? </li></ul></ul><ul><ul><li>What’s your ultimate objective? </li></ul></ul>
  6. 6. Communicating on a Shoestring <ul><li>Make sure whatever you’re doing is measurable </li></ul><ul><ul><li>Visits to your website </li></ul></ul><ul><ul><li>Website analytics (what people are doing on your website, how are they getting there—Gooogle Analytics) </li></ul></ul><ul><ul><li>Calls to a toll-free number </li></ul></ul><ul><ul><li>Ask around/informal focus groups </li></ul></ul><ul><ul><li>Inexpensive surveys </li></ul></ul>
  7. 7. If you do end up advertising or marketing… <ul><li>Consider a pro-bono ad agency or PR firm </li></ul><ul><li>Research your local market </li></ul><ul><ul><li>Make a call, make the pitch, request a meeting </li></ul></ul><ul><ul><li>One-one-one relationship is critical </li></ul></ul><ul><ul><li>Most major cities have directories of agencies & firms </li></ul></ul><ul><ul><ul><ul><ul><li> </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Ad Clubs ( ) </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>AAAA’s online directory: </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Book of Lists </li></ul></ul></ul></ul></ul>
  8. 8. If you do end up advertising or marketing… <ul><li>Contact local university </li></ul><ul><ul><ul><li>Grad students always looking for projects </li></ul></ul></ul><ul><ul><ul><li>Visual Communications, Colleges of Visual Arts, Portfolio Schools (grad schools) </li></ul></ul></ul><ul><ul><ul><li>Academy of Art (CA-based institution), BYU (Ad Lab) </li></ul></ul></ul>
  9. 9. If you do end up advertising or marketing… <ul><li>Understand Your Target Audience </li></ul><ul><li>Who are the low-hanging fruit that you hope to change? </li></ul><ul><ul><li>What do they currently know about the issue? </li></ul></ul><ul><ul><li>How open are they to change? </li></ul></ul><ul><ul><li>How far do you need to move them before they take action? </li></ul></ul>
  10. 10. If you do end up advertising or marketing… <ul><li>Discover Consumer Insight Through Strategic Planning </li></ul><ul><li>Utilize qualitative and quantitative research to probe: </li></ul><ul><ul><li>What is stopping them from action? </li></ul></ul><ul><ul><li>What message will be relevant and motivational? </li></ul></ul><ul><ul><li>How do we deliver the message? </li></ul></ul><ul><ul><li>Why would the consumer believe the message? </li></ul></ul>
  11. 11. Inexpensive ways to do Research <ul><li>Do a desktop review of what’s already out there (great intern project) </li></ul><ul><li>Piggyback on a study already being fielded </li></ul><ul><ul><li>Various vendors run weekly omnibus surveys </li></ul></ul><ul><ul><li>Ask around (like-minded nonprofits, research vendor) </li></ul></ul><ul><li>Talk to your better-funded peers who also serve the same audience or message </li></ul>
  12. 12. Inexpensive ways to do Research <ul><li>Ask a partner to field an informal email survey </li></ul><ul><ul><li>constituents </li></ul></ul><ul><li>Low cost “focus groups” </li></ul><ul><ul><li>Expenses mostly involve travel and recruiting respondents </li></ul></ul><ul><ul><li>Survey friends, family, neighbors, acquaintances </li></ul></ul><ul><ul><li>Consider high schools or churches </li></ul></ul><ul><li>Feedback provides directional guidance </li></ul><ul><ul><li>Don’t treat results as quantitative </li></ul></ul>
  13. 13. Inexpensive ways to do Research <ul><li>Online survey much cheaper than phone </li></ul><ul><li>Garner consumer feedback at two critical junctures: </li></ul><ul><ul><ul><li>Strategy </li></ul></ul></ul><ul><ul><ul><li>Creative </li></ul></ul></ul>
  14. 14. If you do end up advertising or marketing… <ul><li>Your message should says Just One Thing </li></ul><ul><li>Create a single-minded creative brief </li></ul><ul><ul><li>Background – Why are we advertising? </li></ul></ul><ul><ul><li>Target Audience – Who are we talking to? </li></ul></ul><ul><ul><li>Strategic Insight – What will get their attention? </li></ul></ul><ul><ul><li>Main Message – What should the advertising say? </li></ul></ul><ul><ul><li>Support – Why should they believe us? </li></ul></ul><ul><ul><li>Call to Action – What do we want them to do? </li></ul></ul><ul><ul><li>Evaluation – What metric will we use to evaluate impact? </li></ul></ul>
  15. 15. If you do end of advertising or marketing… <ul><li>Strive For Creative Excellence </li></ul><ul><li>Great creative strikes a cord and motivates people to change </li></ul><ul><ul><li>Talk to the audience as you would a friend </li></ul></ul><ul><ul><li>If possible, entertain them </li></ul></ul><ul><ul><li>If needed, make them uncomfortable </li></ul></ul><ul><ul><li>Once you’ve got them, don’t ask for too much </li></ul></ul><ul><ul><ul><li>Speak to their kids about their friends… </li></ul></ul></ul><ul><ul><ul><li>Take the keys from a drunk driver… </li></ul></ul></ul><ul><ul><ul><li>Call 911… </li></ul></ul></ul>
  16. 16. If you do end of advertising or marketing… <ul><li>Take TV off the table </li></ul><ul><ul><li>Consider broad platforms that have extensive reach </li></ul></ul><ul><ul><ul><ul><li>Radio and web banners </li></ul></ul></ul></ul><ul><ul><li>Live announcer copy </li></ul></ul><ul><li>Or, Create Your Own </li></ul><ul><ul><li>Student contest </li></ul></ul><ul><ul><li>Hand-made videos </li></ul></ul><ul><ul><li>Give students/target audience a camera for a day/week </li></ul></ul>
  17. 17. <ul><li>Local Media Outreach </li></ul><ul><ul><li>Rely on local partnerships/regional offices to push your issues locally </li></ul></ul><ul><ul><li>If you are strictly national, work with community groups (boots on the ground) to perpetuate the message and give it a local face </li></ul></ul>If you do end up advertising or maketing…
  18. 18. Things to Avoid <ul><li>Don’t just create some PSAs and hope they’ll get aired </li></ul><ul><li>Don’t skip strategic planning each year </li></ul><ul><li>Manage expectations </li></ul>
  19. 19. Things to Avoid <ul><li>Make your website do the heavy lifting </li></ul><ul><ul><li>User-friendly </li></ul></ul><ul><ul><li>Landing page matches your campaign’s message </li></ul></ul><ul><ul><li>Consider a micro site </li></ul></ul><ul><li>Don’t try and do too much at once </li></ul><ul><ul><li>If you have limited resources, stick to your core mission & do it well. </li></ul></ul>
  20. 20. What you Should be Doing <ul><li>Understand social media. Don’t relegate it to an afterthought. </li></ul><ul><ul><li>My Space, Facebook (set up a fan page),You Tube </li></ul></ul><ul><ul><li>Blogging </li></ul></ul><ul><ul><li>Viral Marketing </li></ul></ul>
  21. 21. Feed the Pig Web Site <ul><li>2.4 million visits since launch </li></ul><ul><li>Articles and tools </li></ul><ul><li>Sign ups for weekly tip and pay day reminders </li></ul><ul><li>Links to podcasts and social networking profiles </li></ul>
  22. 22. Weekly Tip
  23. 23. Podcasts <ul><li>140,000+ subscribers </li></ul><ul><li>Release monthly </li></ul><ul><li>Topics include: </li></ul><ul><ul><li>Managing Student Loans </li></ul></ul><ul><ul><li>411 on 401(k)s </li></ul></ul><ul><ul><li>Budgeting Basics </li></ul></ul><ul><ul><li>Managing Credit Cards </li></ul></ul>
  24. 24. MySpace
  25. 25. Facebook
  26. 26. What you Should be Doing <ul><li>Leverage your Board of Directors </li></ul><ul><ul><li>Are they active and helpful? Anyone with marketing, interactive or advertising expertise? </li></ul></ul><ul><ul><li>Do you need new blood? </li></ul></ul><ul><ul><li>Keep them informed so they can serve as ambassadors & leverage their contacts </li></ul></ul><ul><li>Don’t forget Public Relations </li></ul>
  27. 27. <ul><li>Thank you! </li></ul>