This document provides an overview of the Choose to Save (CTS) PSA program run by Goodwill Communications. It discusses Goodwill's experience creating PSAs for financial education campaigns. It also describes efforts to distribute the CTS PSAs through broadcast TV, cable TV, and evaluate the results. Specifically, it details a joint broadcast TV campaign that reached over 1,000 outlets, a cable TV promotion distributed to 2,000 systems, and evaluation reporting on usage and estimated value delivered.

1. Overview of the CTS PSA Program
Expanding Awareness for Choose to Save™

2. Corporate Overview
 33 Years PSA Experience
 PSAs Exclusive Mission
 Distribution & Evaluation in All Media
 PUBSANS™ - A Massive Media Database
 Extensive Financial Education Work
 13 Years Working With EBRI/CTS
 165 Clients/1,000 National PSA Campaigns

3. Goodwill Communications
 Financial PSA Campaign Experience
 Social Security Administration
 IRS’s – Taxpayer Information Program
 Savings Bonds
 EBRI/ASEC – Choose to Save Program
 Securities Investor Protection Corporation
 U.S. Dept. of Labor – Savings Matters Campaign
 National Endowment for Financial Education

4. A Joint Broadcast TV Effort
 Pro-rated costs among all three participants
 Ten spots; each had unique SIGMA tracking code
 Distributed to 1,000 broadcast outlets
 CTS generated nearly half of all usage

5. The Half Hour Cable Promotion
 Solicitation package sent to 2000 cable systems
 Order card to get the program
 Cable stations could replace
any two PSAs with paid
commercials

6. Aggressive Promotion
 Articles in CablePAK News
 Created website and banner ad
 Produced joint email PSA with SSA
 Special event at Union Station
 CTS backgrounder in SSA Tool Kit
 Sent to 125 regional SSA Public Affairs Specialists

7. Created Custom Website

8. Broadcast TV Distribution
 Targeted most frequent PSA users

9. Broadcast TV Distribution
 Direct delivery to 1,100 broadcast outlets
 “Big 4” broadcast networks in New York
 153 national cable networks that use PSAs
 NAB closed circuit feed to members
 Super station via satellite
 500 major cable systems via CablePAK

10. Broadcast TV Distribution
 Developed intrusive packaging concepts

11. Evaluation ReportingEvaluation Reporting
 Password ProtectedPassword Protected
 www.goodwillcommunications.comwww.goodwillcommunications.com
 User: choosetosaveUser: choosetosave
 Pass: Savepsa3Pass: Savepsa3
 Management summaryManagement summary
 Detailed usage data by media typeDetailed usage data by media type

12. Broadcast TV EvaluationBroadcast TV Evaluation
 Over half aired from 6AM-11PMOver half aired from 6AM-11PM
CHOOSE TO SAVE TV PSADAYPART ANALYSIS
EM
DT
EF
PT
LE
LN
14,945 TOTAL PLAYS
51%AIR IN BEST DAYPARTS
%PLAY IN BEST DAYPARTS
19%
23%
12%2%
12%
31%

13. Broadcast TV EvaluationBroadcast TV Evaluation
 Two thirds aired in top 100 marketsTwo thirds aired in top 100 markets
7%
10%
6%
39%
38%
TOP 10
11-30 MKTS
30-50 MKTS
50-100
100+
CHOOSE TO SAVE TV USAGE BY MARKET SIZE
86%of U.S. TV H/H are in Top 100

14. Broadcast TV EvaluationBroadcast TV Evaluation
 TV PSA usage by spot lengthTV PSA usage by spot length
CHOOSE TO SAVE TV PSAs BY LENGTH
:60
:30
:10
6199
7490
1256
41%
50%
8%

15. PSA Program Evaluation
 Total values by media type
CHOOSE TO SAVE TOTAL PSA VALUES
$42.5 Million Ad Equivalency
37%
58%
5%
BRDCST TV
CABLE/VNR
RADIO

16. CablePAK Rationale
 Cable provides more viewers
 “Narrowcasting" vs broadcasting
 Cable network PSA users have exploded from
35 in 2009 to 153 in 2015

17. CablePAK Rationale
 Pro-rating expenses lowers client cost
 $29 for individual distro vs $16 for CablePAK

18. CablePAK Distribution
 Spring and Fall
 500 major cable systems; 15,000> subscribers
 153 national networks
 Colleges, universities, municipal systems

19. CablePAK Packaging
 Custom box with 4/c storyboards
 Newsletter with feature stories

20. CablePAK ReportingCablePAK Reporting
 Detailed metricsDetailed metrics
 Total user stationsTotal user stations
 Usage by market sizeUsage by market size
 # of airplays by spot length# of airplays by spot length
 Estimated valueEstimated value
 Gross ImpressionsGross Impressions

21. CablePAK Reports
 Last management summary
 Cost: $8,000; Value: $2.8 million
 ROI: 350 to 1

22. CablePAK Reports
 Choose to Save vs other participants

23. Why Consider CablePAK?
 Documented results
 Least expensive distribution
 Extract value from existing PSAs
 Total turnkey program