The document outlines a media plan created by the AIDS Council of Northeastern New York to spread awareness about HIV/AIDS prevention and testing in the local community. The plan includes designing posters with recognizable community members, placing posters and print ads in locations frequented by target audiences, and creating a public radio service announcement to air on local stations encouraging testing and joining an online support group. The document provides details on messaging, placement, costs, and contact messages to recruit partners for the different media aspects of the campaign.

1. TABLE OF CONTENTS
Table of Contents_______________________________________________________1-2
Copy Platform
Slides____________________________________________________________________________3-11
Introduction________________________________________________________________________3
Campaign Goals____________________________________________________________________4
Our Product is Our Prospect___________________________________________________________5
Media Objectives____________________________________________________________________6
Poster Locations____________________________________________________________________7
Print Locations_____________________________________________________________________8
PSA Radio Spots____________________________________________________________________9
Other Media______________________________________________________________________10
Was the Campaign Successful?________________________________________________________11

2. Media Plan
Media Plan Summary_____________________________________________________________12-15
Message Strategy
Posters__________________________________________________________________________16-21
Employer_________________________________________________________________________16
Teacher__________________________________________________________________________17
Family___________________________________________________________________________18
Poster Location Spreadsheet__________________________________________________________19
Printing Cost______________________________________________________________________20
Poster Contact Message_____________________________________________________________21
Print Publications_________________________________________________________________22-23
Print Publication Location Spreadsheet_________________________________________________23
Print Publication Contact Message_____________________________________________________24

3. Public Service Announcement___________________________________________25-27
PSA Script_________________________________________________________________________25
Radio Spot Spreadsheet_____________________________________________________________26
PSA Contact Message_______________________________________________________________27
Other Media_________________________________________________________28-30
North Country Conversation__________________________________________________________28
North Country Conversation Screenshots________________________________________________29
North Country Conversation Instructions________________________________________________30
Media Plan
Posters

4. We created our posters in a specific way in order to convey specific key messages to our
target audiences. We wanted to make them feel that being a caring community means that you
are influential and you can get your loved ones sharing information on preventative behaviors, as
well as getting tested. So we decided to incorporate some recognizable people of the Plattsburgh
community on the poster and ad copy, which will instantly catch the reader’s attention and draw
some form of emotion and/or obligation towards helping to build a better community. When the
target audience recognizes these influential people who are advocating the dire need to talk about
HIV/AIDS, sharing information or risk behaviors and talking to loved ones about getting tested,
they will be inclined to do so as well.
For the locations of the posters, we realized that we needed to come up with specific
establishments where we could reach as many potential influencers as we possibly could.
Therefore, we chose the following: restaurants/bars, the YMCA, the Plattsburgh Chamber of
Commerce, supermarkets/grocery/convenience stores, school faculty lounges and local
businesses. Restaurants/bars were chosen because it attracts the many different kinds of
influencers who we are trying to reach. Most restaurant/bar goers visit with their families, loved
ones, and even business people get together. Those are great locations for the poster which is
attempting to convey the message of caring for your loved ones and employees/co-workers.

5. The YMCA is a place where parents often take their children. One of the points of this campaign
is to get the community talking about HIV/AIDS with their families, especially their children.
These posters will be a friendly reminder to parents to talk to their kids about the subject and
look towards the AIDS Council for any additional support. The Plattsburgh Chamber of
Commerce is an excellent location for posters because it’s the largest business and economic
development alliance in northern New York, many influential business people work, pass-by and
reside here. Some of the biggest influencers in the community who are members of the Chamber
of Commerce need to realize they have the power to build a safer, healthier and more informed
community. Supermarkets/grocery/convenient stores and local business are where you would
find everyday people, instantaneously hitting all our desired target audiences -- everyone shops
for food. After contacting two of the printing companies in Plattsburgh, printing prices came out
to be about $90 at Pennysaver, $44.61 at The UPS Store and $118 at Studley Heritage.
Print Ad and Radio
Another way that we would like to spread the word would be through print ads. We need
to try to get an ad in every print magazine within the surrounding area. However, the placement
of these print ads needs to make sense and be properly placed in specific publications. We came
up with many options, but narrowed it down to just a few such as the Adirondack Pennysaver,

6. the Adirondack Daily Enterprise, North Country Now, the Free Trader, Lake Champlain Weekly,
the Press Republican, The North Countryman, The Burgh and Valley News. In addition to print
ads, we also decided to reach out to specific radio stations so they can air the public service
announcement (PSA) on some of the local radio stations such as. WOKO, Wild Country 96.5
FM, WIRY Hometown Radio-Stereo 1340 AM, WJOY 1230 AM, WKOL KOOL 105, WIZN
106.7 FM, WBTZ 99.9 The Buzz, WEZF 92.9, Vermont Radio Group and WDEV 96.1. We
believe these radio stations and publications will largely hit our target audiences.
Cost of printing for posters
UPS Store
35 A Smithfield Blvd.
Plattsburgh, NY 12901
(518) 310-1303

7. Quote: $44.61 for 100 posters
Contact: Store6270@theupsstore.com
Plattsburgh Pennysaver
177 Margaret Street
Plattsburgh, NY 12901
(518) 563-0100
Quote: $90.00 for 100 posters
Studley Heritage Printing
94 Margaret Street
Plattsburgh, NY 12901
(518)563-8240
Quote: $118 for 100 posters

8. Poster Location Contact Message
To whom it may concern,
The AIDS Council of Northeastern New York has created a new campaign to spread the word on
how people in the community can influence others to get tested and use preventative behaviors.
It is with your help that we can make this campaign, one that will resonate in the community
members’ minds for years to come. What we are asking is for you to place our poster in your
business, so that we may reach as many influencers as possible. With this you will be making a
difference in people lives by giving them the push and encouragement to make a change. Please
help us create a brighter future for our community. If you have any questions please feel free to
email me back. Thank you for your time.
Sincerely,
The AIDS Council of Northeastern New York

9. Print Publication Contact Message
To whom it may concern,
The AIDS Council of Northeastern New York has created a new campaign to spread the word on
how people in the community can influence others to get tested and use preventative behaviors.
It is with your help that we can make this campaign, one that will resonate in the community
members’ minds for years to come. What we are asking is for you to print our ad into your
publication, so that we may reach as many influencers as possible. With this you will be making
a difference in people lives by giving them the push and encouragement to make a change.
Please help us create a brighter future for our community. If you have any questions please feel
free to email me back. Thank you for your time.
Sincerely,
The AIDS Council of Northeastern New York

10. Public Service Announcement Contact Message
To whom it may concern,
The AIDS Council of Northeastern New York has created a new campaign to spread the word on
how people in the community can influence others to get tested and use preventative behaviors.
It is with your help that we can make this campaign, one that will resonate in the community
members’ minds for years to come. What we are asking is for you to play our 30 second PSA on
your radio station, so that we may reach as many influencers as possible. With this you will be
making a difference in people lives by giving them the push and encouragement to make a
change. Please help us create a brighter future for our community. If you have any questions
please feel free to email us back. Thank you for your time.
Sincerely,
The AIDS Council of Northeastern New York

11. North Country Conversation Instructions
1. Have employee become administrator of group.
2. Open group to all Facebook users.
a. Anyone can see the group, who is in it and what members post.
b. Any member can add or approve members.
c. Only members can post.
3. Set up group email.
4. Link North Country Conversation to AIDS Council of Northeastern New York Facebook
page and website.
5. Post information regarding testing and prevention.
6. Post print advertisements and Public Service Announcement for all members to see.

12. 7. Regularly check the status of the group and edit any posts by members.
a. Keep content appropriate for all viewers of all ages.
b. Encourage members to post stories, information, ect.
8. Regularly post information about events, HIV testing and preventive behaviors.
USE- IMMEDIATE: TFN

13. TIME- 30 SECONDS
AGENCY- AIDS COUNCIL OF NORTHEASTERN NEW YORK
MAIN POINT- YOU KNOW SOMEONE AT RISK OF HIV.
TITLE- PROTECT THEM
I’M DIANA AGUGLIA FROM THE AIDS COUNCIL OF NORTHEASTERN NEW YORK.
EIGHT NEW CASES OF HIV IN CLINTON COUNTY IS A BIG DEAL. MEN HAVING SEX WITH MEN ARE
AT THE GREATEST RISK OF HIV.
YOU KNOW SOMEONE WHO IS AT RISK FOR HIV.
FOR HIV TESTING AND PREVENTION INFORMATION, JOIN THE NORTH COUNTRY CONVERSATION
ON FACEBOOK. MAKE SURE THE PEOPLE YOU CARE ABOUT ARE GETTING TESTED.
START THE CONVERSATION. STOP AIDS.
I’M DIANA AGUGLIA FROM THE AIDS COUNCIL OF NORTHEASTERN NEW YORK.
SFX
BED MUSIC FADE IN
V/O DIANA AGUGLIA
SFX
MUSIC FADE OUT