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

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Putting Your Audience to Work: EPA's Radon Video Contest / Forum One Web Executive Seminar - Presentation Transcript

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

+ Forum One CommunicationsForum One Communications, 2 years ago

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Jeremy Ames, manager of EPA's Radon Video Contest, more

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