Bill Goodwill presented a webinar on local outreach for the 2015 NRCS PSA campaign. The presentation covered an overview of the campaign, the competitive PSA environment, and a six-step local outreach process. The process involved accessing media contact lists, verifying information, setting up appointments, monitoring usage reports, thanking media, and developing sustaining relationships to promote placement of NRCS PSAs on local television stations. Effective local outreach was emphasized as key to converting non-users to users and increasing the value and reach of the PSA campaign.

1. Slide 1
USDA/NRCS Webinar
Local PSA Outreach
Presented by:
Bill Goodwill
NRCS PSA Distributor
Local PSA Outreach
Presented by:
Bill Goodwill
CEO, Goodwill Communications
NRCS PSA Distributor

2. Slide 1
USDA/NRCS Webinar
Local PSA Outreach
Presented by:
Bill Goodwill
NRCS PSA Distributor
AGENDA
• Overview of the 2015 NRCS PSA Campaign
• The PSA Environment
• Local Outreach Process
• Accessing Reports
• Follow-up Procedures
• Q&A

3. USDA/NRCS Webinar
A PERSONAL NOTE
• I grew up on an organic farm.
• My dad was reading Organic Gardening
and Prevention magazines before
they became a fad.
• My dad taught me there is a connection
between how you grow things and health.
• When you raise a family of eight people
on the land you learn to love it.

4. Slide 1
USDA/NRCS Webinar
Local PSA Outreach
Presented by:
Bill Goodwill
NRCS PSA Distributor
WHY THIS ISSUE IS IMPORANT
● Environmental challenges:
- Loss of farmland
- Droughts/wildfires
- Decline of family farms
- Pesticides/pollution runoff
Our message is simple, but vital:
“good soil is our sustenance…
no soil…no food…no life.”

5. Slide 1
USDA/NRCS Webinar
Local PSA Outreach
Presented by:
Bill Goodwill
NRCS PSA Distributor
CAMPAIGN OVERVIEW

6. Slide 1
USDA/NRCS Webinar
Local PSA Outreach
Presented by:
Bill Goodwill
NRCS PSA Distributor
CAMPAIGN OVERVIEW
● Focused on TV because it has the greatest reach and frequency.
● Targeted 1,000 local broadcast stations and 153 national networks.
(Effective reach is 1,500-6,000 due to sub-channels)
● Designed all packaging elements including storyboard, dub labels.
● Employed aggressive promotional outreach effort.

7. Slide 1
USDA/NRCS Webinar
Local PSA Outreach
Presented by:
Bill Goodwill
NRCS PSA Distributor
CAMPAIGN PROMOTION
● Used our proprietary newsletter to deliver the “deep sell.”
● Posted the PSAs to our media download site PSA Digital.
● Posted the files to NAB’s Spot Center dowload site.
● Sent a news release to national journalists via PR Web.
● Employed our outreach specialist to contact national networks.

8. Slide 1
USDA/NRCS Webinar
Local PSA Outreach
Presented by:
Bill Goodwill
NRCS PSA Distributor
CAMPAIGN PROMOTION
● National Network Outreach

9. Slide 1
USDA/NRCS Webinar
Local PSA Outreach
Presented by:
Bill Goodwill
NRCS PSA Distributor
.
CAMPAIGN EVALUATION
● Methodology
- Nielsen Spot Track system
-- Monitors all 212 DMAs 24/7
-- Sends raw data to Goodwill
-- We process into value added reports
-- Posted every Thursday to NRCS portal
- BRC vs SIGMA
- More details on your reporting portal

10. Slide 1
USDA/NRCS Webinar
Local PSA Outreach
Presented by:
Bill Goodwill
NRCS PSA Distributor
THE PSA ENVIRONMENT

11. Slide 1
USDA/NRCS Webinar
Local PSA Outreach
Presented by:
Bill Goodwill
NRCS PSA Distributor
THE PSA ENVIRONMENT
● The competition for PSA airtime is intense

12. Slide 1
USDA/NRCS Webinar
Local PSA Outreach
Presented by:
Bill Goodwill
NRCS PSA Distributor
THE PSA ENVIRONMENT
● Survey shows local trumps national issues

13. Slide 1
USDA/NRCS Webinar
Local PSA Outreach
Presented by:
Bill Goodwill
NRCS PSA Distributor
● On average, getting 30 new TV stations to use your PSAs
is worth approximately $1,100,000 in media value
WHY LOCAL OUTREACH IS IMPORTANT
$0 $200 $400 $600 $800 $1,000 $1,200
5STNS
10STNS
20STNS
30STNS
VALUE OF TYPICAL SSATV PSAs
Using Patty Duke SIGMA Values Values in Thousands

14. Slide 1
USDA/NRCS Webinar
Local PSA Outreach
Presented by:
Bill Goodwill
NRCS PSA Distributor
● Step 1: Go to PSA Digital. at: www.goodwillcommunications.com
Review the NRCS download procedures
LOCAL OUTREACH PROCESS

15. Slide 1
USDA/NRCS Webinar
Local PSA Outreach
Presented by:
Bill Goodwill
NRCS PSA Distributor
● Step 2: Access distribution lists.
Go to: www.goodwillcommunications.com
Enter: User name: USDA-NRCS2015
Password: UnlockPsA
LOCAL OUTREACH PROCESS

16. Slide 1
USDA/NRCS Webinar
Local PSA Outreach
Presented by:
Bill Goodwill
NRCS PSA Distributor
● Step 2: Access distribution lists.
Click on the U.S. map to access state media lists.
LOCAL OUTREACH PROCESS

17. Slide 1
USDA/NRCS Webinar
Local PSA Outreach
Presented by:
Bill Goodwill
NRCS PSA Distributor
● Step 2: Access distribution lists. PUI=Previous Usage Index
LOCAL OUTREACH PROCESS

18. Slide 1
USDA/NRCS Webinar
Local PSA Outreach
Presented by:
Bill Goodwill
NRCS PSA Distributor
● Step 3: Verify/correct media contact information.
LOCAL OUTREACH PROCESS
- There is constant turnover in public service directors.
- If the PSD has changed, use this feature to update us.

19. Slide 1
USDA/NRCS Webinar
Local PSA Outreach
Presented by:
Bill Goodwill
NRCS PSA Distributor
● Step 4: Read this important article about local outreach.
LOCAL OUTREACH PROCESS
Go to www.psaresearch.com/psaprimer.html
- Try to make an appointment
- Be familiar with station’s programming
- Elevator pitch: Why is the message important?
- Review the Broadcasters Café newsletter

20. Slide 1
USDA/NRCS Webinar
Local PSA Outreach
Presented by:
Bill Goodwill
NRCS PSA Distributor
LOCAL OUTREACH PROCESS
● Step 4: Make an appointment.
- If you have local data on the soil, share it.
- Relevance in urban markets?
- Respect her time and keep it short!
- Take leave behind materials on a zip drive
-- The PSAs in viewable form or link to You Tube
-- Storyboard and Broadcasters Café newsletter*
*Available in digital format

21. Slide 1
USDA/NRCS Webinar
Local PSA Outreach
Presented by:
Bill Goodwill
NRCS PSA Distributor
LOCAL OUTREACH PROCESS
● Step 5: Monitor PSA usage reports.
- Executive Summary Report
-- Gives an overview of the campaign from a national perspective
-- Posted to your portal at the first of every month

22. Slide 1
USDA/NRCS Webinar
Local PSA Outreach
Presented by:
Bill Goodwill
NRCS PSA Distributor
.
LOCAL OUTREACH PROCESS
● Step 5: Monitor PSA usage reports.
- Did the stations you called on use your PSAs?
- These reports will tell you.
“Evaluation for the sake of data collection
alone is a meaningless exercise…”

23. Slide 1
USDA/NRCS Webinar
Local PSA Outreach
Presented by:
Bill Goodwill
NRCS PSA Distributor
.
LOCAL OUTREACH PROCESS
● Step 5: Monitor PSA usage reports.
- Use this interactive map as a guide for future outreach.

24. Slide 1
USDA/NRCS Webinar
Local PSA Outreach
Presented by:
Bill Goodwill
NRCS PSA Distributor
.
LOCAL OUTREACH PROCESS
● Step 6: Thank the media.
- When possible send personal thank you notes.

25. Slide 1
USDA/NRCS Webinar
Local PSA Outreach
Presented by:
Bill Goodwill
NRCS PSA Distributor
THE TAKE AWAY
• Distribution vs Placement:
- We get PSAs to stations; you have to sell them
• You are the change agents
• Short Term: Convert non-users to users
• Long term: Develop sustaining relationships
• Our common challenge:
• The best marketer wins the battle for media time and space
• Those who win that battle, win the battle for consumer share of mind
attitude and behavior change towards social problems

26. Slide 1
USDA/NRCS Webinar
Local PSA Outreach
Presented by:
Bill Goodwill
NRCS PSA Distributor
WE KEEP YOU CURRENT

27. Slide 1
USDA/NRCS Webinar
Local PSA Outreach
Presented by:
Bill Goodwill
NRCS PSA Distributor
Q&A

28. Slide 1
USDA/NRCS Webinar
Local PSA Outreach
Presented by:
Bill Goodwill
NRCS PSA Distributor
Q&A

29. Slide 1
USDA/NRCS Webinar
Local PSA Outreach
Presented by:
Bill Goodwill
NRCS PSA Distributor
Q&A

30. Slide 1
USDA/NRCS Webinar
Local PSA Outreach
Presented by:
Bill Goodwill
NRCS PSA Distributor
Q&A

31. Slide 1
USDA/NRCS Webinar
Local PSA Outreach
Presented by:
Bill Goodwill
NRCS PSA Distributor
Q&A

32. Slide 1
USDA/NRCS Webinar
Local PSA Outreach
Presented by:
Bill Goodwill
NRCS PSA Distributor
Q&A

33. Slide 1
USDA/NRCS Webinar
Local PSA Outreach
Presented by:
Bill Goodwill
NRCS PSA Distributor
Q&A

34. Slide 1
USDA/NRCS Webinar
Local PSA Outreach
Presented by:
Bill Goodwill
NRCS PSA Distributor
Q&A

35. Slide 1
USDA/NRCS Webinar
Local PSA Outreach
Presented by:
Bill Goodwill
NRCS PSA Distributor
Q&A