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Putting Your Audience to Work: EPA’s Radon Video Contest
Web Executive Seminars Online Video for Policy Impact October 29, 2008 National Press Club Washington, DC Learn more: www....
The Radon Video Contest
What is Radon? <ul><li>A naturally occurring, odorless, colorless, radioactive gas    Enters homes through soil </li></ul...
EPA’s Radon Program <ul><li>Produced some of the first television Public Service Announcements (PSAs) in EPA </li></ul>
Outreach Challenges <ul><li>Radon is invisible and odorless  </li></ul><ul><li>Naturally occurring, no bad guy </li></ul><...
The Potential of Online Video Sharing <ul><li>Need to be where our audience is going </li></ul><ul><ul><li>Growing audienc...
The Radon Video Contest <ul><li>Ask public to create a 30-60 second radon PSA </li></ul><ul><ul><li>$2500 to winning entry...
Legal, Technical, and Budget issues – Oh my! <ul><li>Do your homework (Brain) </li></ul><ul><ul><li>Get  everything  in wr...
Running the Contest <ul><li>Contest rules and registration form   online </li></ul><ul><ul><li>www.radonvideocontest.com <...
Marketing on a Shoestring <ul><li>Film Makers </li></ul><ul><ul><li>Film Schools & camps </li></ul></ul><ul><ul><li>Vidopp...
The Waiting Begins…
Results <ul><li>30 entries received </li></ul><ul><li>Over 10,000 views collectively to date </li></ul><ul><li>Newspaper a...
 
Conclusions <ul><li>Persistence pays off </li></ul><ul><ul><li>Good documentation helps too </li></ul></ul><ul><li>Be will...
Contact Information <ul><li>Jeremy Ames </li></ul><ul><li>Indoor Environments Division </li></ul><ul><li>U.S. Environmenta...
LEARN MORE: www.forumone.com/wes  Web Executive Seminars
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Putting Your Audience to Work: EPA's Radon Video Contest / Forum One Web Executive Seminar

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Jeremy Ames, manager of EPA's Radon Video Contest, discusses the first YouTube contest run by a federal agency. He spoke at Forum One's Web Executive Seminar, "Online Video for Policy Impact" on October 29, 2008. To learn more about this event, visit http://www.forumone.com/content/calendar/detail/2685 .

Contact: Andrew Cohen acohen@ForumOne.com / http://www.ForumOne.com .

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  • Transcript of "Putting Your Audience to Work: EPA's Radon Video Contest / Forum One Web Executive Seminar"

    1. 1. Putting Your Audience to Work: EPA’s Radon Video Contest
    2. 2. Web Executive Seminars Online Video for Policy Impact October 29, 2008 National Press Club Washington, DC Learn more: www.forumone.com/video
    3. 3. The Radon Video Contest
    4. 4. What is Radon? <ul><li>A naturally occurring, odorless, colorless, radioactive gas  Enters homes through soil </li></ul><ul><li>Second Leading Cause of Lung Cancer </li></ul><ul><ul><li>20,000+ Deaths a year </li></ul></ul><ul><li>Easy to test your home, cheap to fix </li></ul>
    5. 5. EPA’s Radon Program <ul><li>Produced some of the first television Public Service Announcements (PSAs) in EPA </li></ul>
    6. 6. Outreach Challenges <ul><li>Radon is invisible and odorless </li></ul><ul><li>Naturally occurring, no bad guy </li></ul><ul><li>Much smaller communication budget than in past </li></ul><ul><li>New generation of homebuyers to educate </li></ul><ul><ul><li>Not as receptive to traditional media </li></ul></ul><ul><ul><li>Message overload </li></ul></ul>
    7. 7. The Potential of Online Video Sharing <ul><li>Need to be where our audience is going </li></ul><ul><ul><li>Growing audience </li></ul></ul><ul><ul><li>Reaches a younger demographic </li></ul></ul><ul><ul><li>Interactive vs. passive viewing </li></ul></ul><ul><li>Tapping the public’s creativity to find the most effective messaging </li></ul>
    8. 8. The Radon Video Contest <ul><li>Ask public to create a 30-60 second radon PSA </li></ul><ul><ul><li>$2500 to winning entry </li></ul></ul><ul><li>Co-Benefit of seeding the web with our message </li></ul><ul><li>Do-it-yourself contest & marketing </li></ul>
    9. 9. Legal, Technical, and Budget issues – Oh my! <ul><li>Do your homework (Brain) </li></ul><ul><ul><li>Get everything in writing </li></ul></ul><ul><li>Recruit Allies (Heart) </li></ul><ul><ul><li>Often in unexpected places </li></ul></ul><ul><li>Getting to Yes (Courage) </li></ul><ul><ul><li>A bridge to somewhere </li></ul></ul>
    10. 10. Running the Contest <ul><li>Contest rules and registration form online </li></ul><ul><ul><li>www.radonvideocontest.com </li></ul></ul><ul><ul><li>Extra step needed for minors </li></ul></ul><ul><ul><li>Entries accepted on YouTube or by mail </li></ul></ul><ul><li>Theme: Test, Fix, Save a Life </li></ul><ul><ul><li>Tag with website & 800 number </li></ul></ul><ul><li>Evaluation criteria </li></ul><ul><ul><li>Creativity & originality, quality, technical accuracy, message content </li></ul></ul>
    11. 11. Marketing on a Shoestring <ul><li>Film Makers </li></ul><ul><ul><li>Film Schools & camps </li></ul></ul><ul><ul><li>Vidopp.com, Filmthenext.com, Videomaker.com </li></ul></ul><ul><li>Environmental/Social </li></ul><ul><ul><li>Treehugger.com, Socialedge.org </li></ul></ul><ul><li>Social Networking </li></ul><ul><ul><li>GovLoop.com, LinkedIn, Facebook </li></ul></ul><ul><li>Media Sharing </li></ul><ul><ul><li>Digg, Delicious, Reddit </li></ul></ul>
    12. 12. The Waiting Begins…
    13. 13. Results <ul><li>30 entries received </li></ul><ul><li>Over 10,000 views collectively to date </li></ul><ul><li>Newspaper and radio coverage </li></ul><ul><li>High quality PSA at a fraction of the normal cost </li></ul><ul><li>And the winner is… </li></ul>
    14. 15. Conclusions <ul><li>Persistence pays off </li></ul><ul><ul><li>Good documentation helps too </li></ul></ul><ul><li>Be willing to give up some control </li></ul><ul><ul><li>Trust your audience! </li></ul></ul><ul><li>If you build it, they will come </li></ul><ul><ul><li>But only if you market it well </li></ul></ul>
    15. 16. Contact Information <ul><li>Jeremy Ames </li></ul><ul><li>Indoor Environments Division </li></ul><ul><li>U.S. Environmental Protection Agency </li></ul><ul><li>[email_address] </li></ul><ul><li>(202) 343-9615 </li></ul>
    16. 17. LEARN MORE: www.forumone.com/wes Web Executive Seminars

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