Important to stand out from other non profits, maximize impact, save time.
We are not buying advertising, we are conveying a message to a select audienceWhether you are buying media or asking for in-kind this is very important to take a strategic approach and make sure you are maximizing your partnership with the media
.The tighter you define and understand this, the better What age, what sex, what race, etcWhat are there media habits…what media do they sped their day with? No research, but use your common sense. Questions on this in Q&AWhat are trying to convey. What do we want people to do? Again, we are not buying ads or asking for in-kind ads. We are trying to communicate an idea to people. Print…dominant, subdominant etc, not a laundry list.What is available, not what is my favorite station, or this is the most popular. Take your personal preferences out of the equationMatch the media to the target audience.
Potential being key…no one sees of hears everything
How many times did they see the ad, see the commercial, or hear the radio spot
This is like a newspapers circulationQuestion – Is it better to reach 1000 people 1 time or 100 people 10 times?
So if we are looking for women, we would use media that best targets this consumer segment
Race signage, tv-shirts, social media, posters, mailings, pr, banners
What do you want and what are you want to get and what are you willing to giveMedia partners are are bombarded by non profits we need separate ourselves from others
Leveraging Media Webinar PPT
Leveraging Media for Maximum Impact
Agenda• Why is this important?• Questions to ask yourself• Important concepts• The media landscape• Getting started• Conducting effective meetings• Q&A
First questions to ask yourself• Who is our target audience?• What are their reading, listening, surfing and viewing preferences?• What is the main idea or message we are trying to communicate?• What are the media choices in my market?• Which media matches best with our target market?
Important concepts when choosing media• Reach• Frequency• Circulation• Cume• Targeting
Reach• Reach is the number of potential consumers reached by a media schedule
Frequency• Frequency is the number of times the vehicle is in front of consumers
Cume• Cume is the total cumulative audience reached by a broadcast vehicle in one week
Targeting• Targeting is the ability to reach a specific consumer segment
The Media Landscape• Newspaper• Cable TV• Radio• Broadcast TV• Magazines• Out of Home (OOH)• Online
NewspaperStrengths Weakness• Immediate reach • Declining circulations• Long form explanation • Clutter• Variety of ad sizes • Large ads are expensive• Tangible • Older demographic• Good for price and coupons
RadioStrengths Weakness• Intrusive • Lack of visuals• Targeted • Lack of measurement• Ubiquitous • TSL is declining• Flexible copy change• Local• Promotions, community tie ins• local celebrity engagement
MagazinesStrengths Weakness• Psychographic and - Passive demographic targeting - Long lead time• Engaged audience - Need for large ads• Long shelf life• Portable• Variety of creative sizes
Broadcast TelevisionStrengths Weakness• Broad reach • Passive• Buzz worthy programs • Declining ratings• Full market coverage • High cost• Targetable • Production fees• Sight, sound and motion
Out of Home (OOH)Strengths Weakness• Broad reach • Short exposure• Target locations • Limited message capability• Large units = greater impact • No demo targeting• 24-7 exposure • Passive
Getting Started• Create an asset list• Create media target lists• Create elevator speech• Who to call• Call for appointments
Conducting effective meetings• Understand what you hope to achieve• Determine what is important to media partner• Present AFFC case and benefits to media partner• Determine interest• Ask for a proposal• Close the deal!