Scientology's Community Action Network

1. Creating a PSA Partnership
How to Engage Local Community
Partners in Your PSA Campaign

2. Creating a PSA Partnership
 Agenda
 Marketing Quiz
 Why Localism Matters
 The Media Mindset
 The PSA Environment
 Role of PSA Partners
 The Seamless Process
 No network?
 Follow-up procedures
 Resources

3. Creating a PSA Partnership A Marketing Quiz
 If you were a national marketing director, would you:
 Ignore your local retail outlets and sales reps?
 Provide support to them to increase sales?
 Where does real change take place?
 New York?
 Washington, DC?
 The top 100 markets?
 In local communities?
 What matters most to local media?
 National issues?
 Local issues?
 Would the local media prefer:
 Being contacted by someone in their community?
 Being contacted by someone from the national office?
 How many of you:
 Always involve our local community partners?
 Sometimes involve them?
 Don't have them?
 Don't care?

4. Creating a PSA Partnership
 Why Localism Matters

5. Creating a PSA Partnership
 Thinking Locally in Creative Process
 Mini-case history - Navy’s Community Service Program
 Creative focus on local programs
 These messages generated 3X more value than recruiting spots

6. Creating a PSA Partnership
 The Media Mindset
 Ratings and Revenues matter most
 They achieve them by Relevance and Recognition

7. Creating a PSA Partnership
 The PSA Environment
 Factors affecting usage
 Available inventory
 Competitive programming
 All other paid advertising
 “House” promos for shows
 Local special events
 National events – AIDS Month
 Local PSA campaigns
 Favorite causes of station management
 Creative qualityCreative quality
 Message length flexibilityMessage length flexibility
 Message topic/issueMessage topic/issue
 Time of yearTime of year
 How it is labeled/packagedHow it is labeled/packaged
 Distribution plan-targeting/scopeDistribution plan-targeting/scope
 Local impactLocal impact

8. Creating a PSA Partnership
 The PSA Environment
 Gatekeepers become your primary audience
 If they do not approve your message there is no audience
 They are:
 Typically young women
 Overworked and understaffed
 African-American
 Inundated with PSAs

9. Creating a PSA Partnership
 The PSA Environment
 39% get 8 to more than 30 PSAs per week

10. Creating a PSA PartnershipCreating a PSA Partnership
 Partner RolesRoles
 Creative producerCreative producer
 Produce relevant messageProduce relevant message
 Produce various spot lengthsProduce various spot lengths
 Allow for taggingAllow for tagging
 DistributorDistributor
 Send right formats to right outletsSend right formats to right outlets
 Handle tagging/replicationHandle tagging/replication
 National officeNational office
 Engage partners in campaignEngage partners in campaign
 Provide two-way information flowProvide two-way information flow
 Community partnerCommunity partner
 Provide media intelligenceProvide media intelligence
 Coordinate local taggingCoordinate local tagging
 Monitor local usageMonitor local usage
 Provide follow-upProvide follow-up

11. Creating a PSA PartnershipCreating a PSA Partnership
 Distributor Role
 Develop the media plan
 Media targeting factors:argeting factors:
 Budget
 Previous usage trends
 Local input
 Geographic coverage
 Audience & reach

12. Creating a PSA PartnershipCreating a PSA Partnership
 National Role - Headquarters Staff
 Internet the ideal platform for sharing best practices
 Websites devoted to local partner contentWebsites devoted to local partner content
 Wiki- a web browser with a text editorWiki- a web browser with a text editor
 Internal mails to the fieldInternal mails to the field
 IM chatIM chat
 Video conferencingVideo conferencing
 Other techniquesOther techniques
 Conference call servicesConference call services
 CDs/DVDsCDs/DVDs
 National meetings/workshopsNational meetings/workshops

13. Creating a PSA PartnershipCreating a PSA Partnership
 Local Role – Community Partners
 Provide media intelligence
 They know the media landscape
 Need to develop system for sharing media data
 Making local contacts
 Confirm the materials media can use
 Coordinate tagging if appropriate
 Monitor usage
 Review evaluation reports
 Provide follow-up
 Reminder contacts to non-users
 Thank you contacts for users

14. Creating a PSA PartnershipCreating a PSA Partnership Sharing With the Field – EDF Case Study
 Web-based access to distribution reports
 View the PSAs
 Order locally tagged PSAs via the Internet

15. Creating a PSA PartnershipCreating a PSA Partnership Sharing With the Field – MOD Case Study
 Access distribution reports

16. Creating a PSA PartnershipCreating a PSA Partnership Sharing With the Field – MOD Case Study
 Access distribution reports

17. Creating a PSA Partnership
 Local Tagging Process
 Must allow room for it on TV master
 Different options:
 Distributor tags
 Station tags
 Customized tags

18. Creating a PSA PartnershipCreating a PSA Partnership
 No Local Network?No Local Network?
 Look for campaign partner with similar missionLook for campaign partner with similar mission
 Engage clubs/VolunteersEngage clubs/Volunteers
 American Ad Federation studentsAmerican Ad Federation students
 Rotary/Senior Corps/KiwanisRotary/Senior Corps/Kiwanis
 Engage those with vested interestEngage those with vested interest
 Environmental Defense Fund links with Mayors whoEnvironmental Defense Fund links with Mayors who
signed Climate Protection Agreementsigned Climate Protection Agreement

19. Creating a PSA PartnershipCreating a PSA Partnership
 Preparing for Media ContactsPreparing for Media Contacts
 Short Term:Short Term:
 Make an appointmentMake an appointment
 Be familiar with their contentBe familiar with their content
 Prepare talking pointsPrepare talking points
 Share creativeShare creative
 Prepare leave behind materialsPrepare leave behind materials
 Long Term:Long Term:
 Build a partnershipBuild a partnership
 Visit them when you don’t ask for somethingVisit them when you don’t ask for something
 Send your appreciationSend your appreciation
 Review this articleReview this article http://www.psaresearch.com/psaprimer.html

20. Creating a PSA PartnershipCreating a PSA Partnership
 Making the ContactMaking the Contact
 Distributor Should Provide Media ListsDistributor Should Provide Media Lists
 Should provide previous usage patternsShould provide previous usage patterns
 TV & radioTV & radio
 Community Affairs/Public Service DirectorCommunity Affairs/Public Service Director
 PrintPrint
 Ad Director/Publisher/Production DirectorAd Director/Publisher/Production Director
 OutdoorOutdoor
 Posting SupervisorPosting Supervisor
 Be Prepared; Be BriefBe Prepared; Be Brief
 Send Thank you NotesSend Thank you Notes

21. Creating a PSA PartnershipCreating a PSA Partnership
 Goodwill Client ReportingGoodwill Client Reporting PortalPortal
 Enter password/user nameEnter password/user name
 Select campaign nameSelect campaign name
 Select executive summarySelect executive summary

22. Creating a PSA PartnershipCreating a PSA Partnership
 Address DeficienciesAddress Deficiencies
 Study evaluation reportsStudy evaluation reports
 Determine problem marketsDetermine problem markets
 Make media contactsMake media contacts

23. Creating a PSA PartnershipCreating a PSA Partnership
 Follow-up Tactics
 National pitch calls don’t work

24. Creating a PSA PartnershipCreating a PSA Partnership
 Follow-up Tactics
 Saying thank you works
 Different techniques
 Heavy supporters get plaqueHeavy supporters get plaque
 Moderate supporters get certificateModerate supporters get certificate
 Light supporters get thank you noteLight supporters get thank you note

25. Creating a PSA Partnership
The Take Away
 What Producers Need to do:
 Do your homework; study what works
 Know what media wants and uses
 Review FAQs at www.psaresearch.com
 Develop relationship with distributor
 What Sponsor Organizations Need to do:
 Inform/engage your community partners early
 Share campaign strategy with them
 Send them samples of all campaign materials
 Provide localization instructions
 Give them access to all reports
 Show them how to use reports for greater local impact
 Provide follow-up tools
 What Community Partners Need to do:
 Prepare for media visits
 Make the contacts
 Monitor evaluation reports
 Provide follow-up

26. Creating a PSA Partnership
Further Reading