Ten reasons why_government


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Ten reasons why_government

  1. 1. 10 reasons why Government campaigns should use Outdoor<br />
  2. 2. Outdoor is available everywhere<br />Outdoor is a national, regional and local medium and can be used imaginatively<br />Plan government communications by postcode, health authority, proximity to schools, accident hotspot, ethnicity group, housing type…<br />Sophisticated planning tools can customise any campaign by target group or budget<br />
  3. 3. Direct communications work, and really influence behaviour<br />Direct Government communications represent a highly cost-effective way to influence the behaviour of millions of people<br />Wherever Government needs to encourage behaviour change, direct communications are a vital tool<br />
  4. 4. On public land and property<br />Outdoor media are frequently based on land or amenities managed by local government<br />It makes sense for public messages to appear in a public space<br />Outdoor is preferred comms partner for many government initiatives<br />
  5. 5. Outdoor offers a truly broadcast medium: it excludes no-one<br />The message can be seen and shared by everyone – public space is important for shaping public opinion<br />Outdoor can also zoom in on particular audiences and environments: poorer neighborhoods, student campuses, gay nightclubs, areas of low employment etc<br />
  6. 6. Historical usage<br />Local Government and the COI have successfully used a range of outdoor to promote their varied messages<br />Campaigns vary from tax returns to navy recruitment, dog waste to fitter lifestyles, flu jabs to drink driving, benefit claims to sexual health<br />
  7. 7. Outdoor can place messages in the most relevant places<br />The relevant placement of the ad can place content at exactly the right time and location<br />Outdoor will let you target a very wide range of environments<br />
  8. 8. Outdoor is a creative visual medium<br />Strong creative work can convey the message in a powerful way<br />Outdoor is the strongest visual medium, with the ability to grab attention and etch a message into the brain<br />
  9. 9. Longevity of message = more chance of reaching target with high frequency<br />Unlike other media the message will be displayed 24 hours a day, 7 days a week<br />That means a chance for everyone to see it, potentially many times<br />No other medium combines the twin virtues of high cover and high frequency<br />
  10. 10. Outdoor: still the political parties’ favourite announcement vehicle<br />Outdoor’s share of political parties’ advertising at the last general election was 30%*, and 59%* in the case of the Conservatives<br />When it’s a question of winning public support for a cause, outdoor always has a role to play<br />*Source: NMR Mar-May 2010, all media inc door drops, online and direct mail<br />
  11. 11. Outdoor: proven effective in communicating key messages<br /><ul><li>There are many examples where government, political organisations and charities have used outdoor effectively
  12. 12. These campaigns show an excellent return on advertising investment in engagement and message outtake</li>