Any amount of money you spend on marketing should be treated like an investment because every dollar counts. So, how do you raise the relevance of your cause with the budget (even if it’s a small one) you have? On September 9th 2015, Julia McDowell, Vice President of Williams Whittle, joined us for 60-minute webinar to give you an in-depth look at how to mix traditional media and online media, like public service announcements (PSAs) and social, to gain access to powerful media like television and radio on a serious budget.

1. @jrodmcd
J li M D llJulia McDowell
Williams Whittle
Williamswhittle.com

2. Why am I qualified to lead thisWhy am I qualified to lead this
webinar?

4. Insert picture of Williams Whittle house

5. What you will learn from today’s
webinar:webinar:
• What siloed marketing really means
• How to mesh traditional and digital marketing into a
cohesive message
• Ways to reach a large audience without breakingy g g
the bank
• How you can capitalize on free media exposure

7. Public
Field
Marketing
Print&
OOH
W d f
Broadcast
Public
Relations
Social
Website
Direct
Partners
Digital
Mobile
CRM
Word of
Mouth

14. h l dShow siloed map

15. Broadcast
Celebrity
Public
Celebrity
Relations
Website SEM
Cause
Marketing
SEO Email Programs Experiential
Social Internal Mobile Blog Collateral

16. Celebrity
Public
Celebrity
Relations
Website SEM
Cause
Marketing
SEO Email Programs Experiential
Social Internal Mobile Blog Collateral

17. Wh iWhat is a
PSA?

18. Donated ad e tising feat ed onDonated advertising featured on
television, radio, print or other media.
Intention to change the public interest
by raising awareness of an issue,y g
affecting public attitudes,
and stimulating action.

19. Awareness can help you
differentiate.

22. Wh PSA lWhy are PSAs a relevant
communication tool?

23. Consistent, compelling, p g
brand message
A PSA creates a nationally consistent,
compelling and emotional brand message.

24. B l i i tBalances giving requests
A PSA balances the amount of giving requests
the consumer sees.

25. M i t ll dMessage is controlled
Your national marketing department can
control the message and protect the brand.

26. Vi bl di tiViable media option
PSAs are a viable media option. There are morep
than 2,100 PSAs on TV each month, so there is
inventory available, yet strong competition.

27. F fit lFor nonprofits only
PSAs are a resource available only for nonprofity p
organizations with a message for the national
public. Commercial entities can’t access PSA space.

28. $0 M di b d t$0 Media budget
Airings on national networks are something mostg g
nonprofits could not afford, yet are able to secure
through a PSA.

29. M lti l tMultiple ways to use
The PSA is a tool that can be used in all areas of
your organization: social media, fundraising,
presentations, etc.

30. F f f l PSA lFactors of successful PSA placement
Flexibility Local Angle
Creative
quality
Personal
Connection
Reason to
Air
Distribution
List
Timing
Memorable
package

31. Th d l i PSAThe steps to developing a PSA:
Promotion
Creative:
Production
Distribution

33. Th d l i PSAThe steps to developing a PSA:
Promotion
Tracking &
Analytics
Creative:
Production
Distribution

34. DILBERT © 2009 Scott Adams Used By permission ofDILBERT © 2009 Scott Adams. Used By permission of
UNIVERSAL UCLICK. All rights reserved.

35. Ways to stretch your budget:
Promotion
Creative:
Production
Distribution
• Existing
• Animation
• Donated
• Digital-only
• Good users
• Partners
• Specific
markets
• SpecificDonated
• User-generated
Partners
• Target specific
group
Specific
networks
• Specific
programming

36. FAQFAQs,
myths &
stats.

37. Don’t most PSAs run at night?
TV Radio
31%
39%
69% 61%
Waking Hours
Sleeping Hours
Waking Hours
Sleeping Hoursp g
Data from Williams Whittle’s PSA Preference Survey of 1,425 TV and radio station PSA contacts.

38. What exactly can we say in a PSA?
“Donate” Ask for “help”
Can’t Can
“Give”
“Money”
Ask viewers to “join” us
Encourage viewers to go to a website
Money
“Support”
d l b $
“for more information”
General use of “support” (like “find out
how you can support your neighbor…”)
Any direct language about giving $
Mention a corporate partner/display logo
y pp y g )

39. How long will a PSA run on a station?
26%
59%14%
1-6 mos. 6-12 mos. Indefinitely

40. How long will it take to get my PSA on air?
Month
1
2 3 4 5 6 7 8 9 10 11 12

41. Aren’t stations mandated to run PSAs?
NO.
BUT h i d b d h ’ i h ' bli i ‘BUT, they are required to broadcast content that’s in the 'public interest.‘
This could include:
Airing PSAsAiring PSAs
Collecting and publishing events for a community calendar
Editorials/news stories
Participating in/covering community events

42. How often do stations run PSAs?
How many different PSAs
stations run per week
23%25%
52%52%
>10 10-40 40+

43. When is there the most available PSA inventory?
2,000
1 000
1,500
500
1,000
-
Jan 11 Apr 11 July 11 Oct 11Jan Apr July Oct
Data represents number of TV PSA spots airing per month, data from A.C. Nielsen’s SIGMA tracking service.

44. What kind of competition is there?
How many PSAs stations
receive per week
12%
63%
25%
>10 11-20 21+

45. Can we ask a celebrity to star in our PSA?
YES.
BUT i li i h di illi h PSABUT, it may limit the media willing to run the PSA.
To consider:
Networks (or media companies) want to support their talent onlyNetworks (or media companies) want to support their talent only.
Example: CBS will not want to run a PSA with an NBC celebrity.
The public may now think the celebrity is the brand.
The impact of the message may depend on the favorability of the celebrity.
Example: People who do not like the celebrity will discount the message.
The brand is now connected to the celebrity’s public image so if they goThe brand is now connected to the celebritys public image, so if they go
“down,” its possible the brand will, too.

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