creating a psa partnership presented to: u.s. air force recruiting marketing conference

Creating a PSA Partnership

Presented to:U.S. Air Force

Recruiting Marketing Conference

Creating a PSA Partnership Agenda

Future Marketing Challenges Role of PSA Partners USAF PSA Program Review New Media Opportunities Client Support

Corporate Overview 36 Years PSA Experience Worked for over 105 clients Worked for USAF 18 years Distributed over 700 Campaigns PUBSANS – Data-based Decisions PSAs Primary Focus Developer of the PSA Research Center

Military PSA Experience NavyNavy

Field Account DirectorField Account Director Creative Clearance DirectorCreative Clearance Director PSA Consultant 10 yearsPSA Consultant 10 years

USCGUSCG Advertising Management SupervisorAdvertising Management Supervisor PSA Consultant 12 yearsPSA Consultant 12 years

USAF/USMC/ARNG/ANG/USNRUSAF/USMC/ARNG/ANG/USNR PSA Consultant PSA Consultant

USAF Marketing OverviewUSAF Marketing Overview You Had a Great Year!You Had a Great Year!

31,983 accessions -100 percent of goal31,983 accessions -100 percent of goal 98% from highest test scores98% from highest test scores

Marketing Challenges:Marketing Challenges: 73% youth aged 17 and 24 are ineligible73% youth aged 17 and 24 are ineligible Everyone is competing for the 27%Everyone is competing for the 27% One recruit to boot camp=100One recruit to boot camp=100 prospectsprospects Armed conflicts in two theatersArmed conflicts in two theaters

USAF Marketing OverviewUSAF Marketing Overview What About the Future?What About the Future?

Marketing Challenges:Marketing Challenges: Base realignment=smaller AF footprintBase realignment=smaller AF footprint No active AF bases in 14 states north of S. KYNo active AF bases in 14 states north of S. KY Diminishing presence=lower awarenessDiminishing presence=lower awareness Two active recruiters in SD (77,000 sq miles)Two active recruiters in SD (77,000 sq miles) Better economy=less fertile MarketingBetter economy=less fertile Marketing Financial incentives – bonuses/college aid?Financial incentives – bonuses/college aid?


Marketing Challenges:Marketing Challenges: Sophisticated technology=need for smarter peopleSophisticated technology=need for smarter people Cultural changes (language/tatoos/families)Cultural changes (language/tatoos/families) Urbanization migration=only 8% of your prospectsUrbanization migration=only 8% of your prospects New media and fragmentationNew media and fragmentation


Reaching the Future Enlistment CohortReaching the Future Enlistment Cohort 18 - 24 age group 40% spend 10 hours a week 18 - 24 age group 40% spend 10 hours a week

or more visiting MySpace/video clips/textingor more visiting MySpace/video clips/texting Only 17% said they watch TV>10 hours a weekOnly 17% said they watch TV>10 hours a week One percent spend 10 hours a week reading magazines One percent spend 10 hours a week reading magazines

oror reading newspapers


Advertising TacticsAdvertising Tactics Use guerilla marketingUse guerilla marketing

Work smarter, not harderWork smarter, not harder

Leverage your resourcesLeverage your resources Expand/strengthen PSA programExpand/strengthen PSA program Develop strong national/field partnershipDevelop strong national/field partnership


Expand/strengthen PSA programExpand/strengthen PSA program Rationale - why do PSAs?Rationale - why do PSAs?

CredibleCredible Cost efficientCost efficient Reinforce paidReinforce paid They work! They work!

Lessons from the trenchesLessons from the trenches

USAF Marketing OverviewUSAF Marketing Overview Forging the PSA PartnershipForging the PSA Partnership

Partner Roles


National Role – AFRS HQs Inform/educate the field on the process Share all campaign information Internet the ideal platform for sharing best practices

Wiki- a web browser wih a text editorWiki- a web browser wih a text editor Blast emails to the fieldBlast emails to the field IM chatIM chat BlogsBlogs

Forging the PSA PartnershipForging the PSA Partnership National Role – GSD&M Understand media mindset Create compelling/high-quality messages Produce spot lengths stations can use

USAF Marketing OverviewUSAF Marketing Overview

USAF Local Media OutreachUSAF Local Media Outreach

Local Trumps National 80% of respondents say local matters

Understanding the Audience/Media Mindset


Will Phone Pitches Work With Me?

Understanding the Media Mindset


There is no FCC PSA Mandate! Don’t believe stations have to use your PSAs. They don’t.

You are not alone.

Understanding the Audience/Media Mindset

USAF TV Distribution OverviewUSAF TV Distribution Overview Forging the PSA PartnershipForging the PSA Partnership

Distributor Role Develop the media plan The PUBSANS database

30,000 Media Outlets 1,400 broadcast stations; 35 networks 1,800 local cable systems 12,500 radio stations; 50 networks English/ethnic/college media 9,000 daily/weekly newspapers 3,500 magazines - 75 vertical codes 400 outdoor companies Place-based media/Internet


PSA localization Contact AFRS HQs TV Give them localization information

Station/name of PSD/shipping address Tape format for the station/tagging information Tracked via Nielsen SIGMA

Radio PSAs are customized Faxback form to be used to report localized usage

Targeting Factors:Targeting Factors: Budget Previous usage

Overall – all clients USAF only

Geographic coverage Audience & reach

USAF TV Distribution OverviewUSAF TV Distribution Overview

USAF Reporting USAF Reporting PortalPortal Enter password/user nameEnter password/user name Select campaign nameSelect campaign name Select executive summarySelect executive summary

USAF TV Distribution OverviewUSAF TV Distribution Overview Share actionable reports with field

USAF TV Distribution OverviewUSAF TV Distribution Overview Shared Reel Distribution

Bi-annual distribution – 500 Systems 245 college stations

USAF RadioDistribution OverviewUSAF RadioDistribution Overview Radio Country Music Time

2,100 C&W stations

USAF TV PSA Evaluation OverviewUSAF TV PSA Evaluation Overview Reporting Methodology Reporting Methodology

Nielsen SpotTracNielsen SpotTrac Broadcast TV onlyBroadcast TV only All 212 DMAsAll 212 DMAs 24/7 365 24/7 365

AffidavitsAffidavits BRCsBRCs

USAF TV Evaluation OverviewUSAF TV Evaluation Overview Management SummaryManagement Summary

Emailed to clients each monthEmailed to clients each month Detailed Reports by MediumDetailed Reports by Medium Exportable to ExcelExportable to Excel

Executional reportingExecutional reporting Estimated audiencesEstimated audiences Demographic feedbackDemographic feedback Interactive Mapping Interactive Mapping

USAF TV Evaluation OverviewUSAF TV Evaluation Overview Broadcast TV Key Data TrendsBroadcast TV Key Data Trends

Select campaign to view (Active or Archived)Select campaign to view (Active or Archived) Select mediumSelect medium Select data sourceSelect data source Select Campaign to Date for cumulative dataSelect Campaign to Date for cumulative data

USAF TV Evaluation OverviewUSAF TV Evaluation Overview Value by DaypartValue by Daypart

USAF TV PSA USAGE BY DAYPART58% Used at Best Times of Day

14%

16%

10%2%16%

42%

EM DT EF PT LE LN

USAF TV Evaluation OverviewUSAF TV Evaluation Overview Value by DMAValue by DMA USAF TV VALUES BY DMA

58% in Top 100

6% 2% 6%4%

40%

42%

1 Tto 10 11 to 30 31 to 50

51 to 75 76 to 100 100+

USAF TV Evaluation OverviewUSAF TV Evaluation Overview Value by DemographicsValue by Demographics

USAF GROSS IMPRESSIONS BY AUDIENCE

33%

1%

31%

6%

15%

14%

12+ 12 TO 17 18+18 TO 34 25 TO 54 55+

USAF TV Evaluation OverviewUSAF TV Evaluation Overview CablePAK Values to DateCablePAK Values to Date

1990-20101990-2010 USAF total value: $27.253MMUSAF total value: $27.253MM Benefit-to-cost ratio: 178 to 1Benefit-to-cost ratio: 178 to 1

$750

$800

$850

$900

$950

S/SAverage

F/WAverage

OverallAverage

USAFAverage

USAF AVERAGE vs CABLEPAK AVERAGE

S/S Average

F/W Average

Overall Average

USAF Average

USAF TV Evaluation OverviewUSAF TV Evaluation Overview Total ValuesTotal Values

1992-20101992-2010

TOTAL USAF VALUES BY MEDIUM

73%

16%

4% 7%

BRDCST TV

CABLEPAK

RADIO

CMT RADIO

USAF Radio Evaluation OverviewUSAF Radio Evaluation Overview ““Watermarking” process & BRCsWatermarking” process & BRCs 2,500 major market stations2,500 major market stations Software avoids redundancySoftware avoids redundancy

Applying Lessons LearnedApplying Lessons Learned

Generating Actionable DataGenerating Actionable Data Convert non-users to usersConvert non-users to users Show appreciation to sustain usageShow appreciation to sustain usage Identify program weaknessesIdentify program weaknesses Validate program strengthsValidate program strengths Support organizational objectives Support organizational objectives Sustain future fundingSustain future funding

““Evaluation for the sake of data collection is a Evaluation for the sake of data collection is a meaningless exercise”meaningless exercise”

Applying Lessons LearnedApplying Lessons Learned Fix deficienciesFix deficiencies

Study reportsStudy reports Determine problem marketsDetermine problem markets Make media contactsMake media contacts How to place PSAsHow to place PSAs

http://www.psaresearch.com/psaprimer.html

Applying Lessons LearnedApplying Lessons Learned

0

20,000

40,000

60,000

80,000

100,000

120,000

140,000

PCorps"Service"

VOA "Fish" Bonds"Dinosaur"

TOTALS:

:60s Vs Total PSA Plays

:60s

Total53%

56%61%

56%

Length mattersLength mattersUSAF 60TH ANNIVERSARY USAGE BY

SPOT LENGTH

77%

18%5%

:60

:30

:15

12,881 AIRPLAYS

5,681 AIRPLAYS 3,685 AIRPLAYS

Applying Lessons LearnedApplying Lessons Learned Let it PlayLet it Play

$0

$2,000

$4,000

$6,000

26 WEEKS 52 WEEKS 65 WEEKS

EPA "LIGHTING" TV PSA SHELF LIFE

$2.4MM

$3.8MM$4.5MM

USAF TV Distribution OverviewUSAF TV Distribution Overview CablePAK & PumpTop TVCablePAK & PumpTop TV

Exclusive distribution 12,600 screensExclusive distribution 12,600 screens

Reaching 20 million motorists monthlyReaching 20 million motorists monthly

Applying Lessons LearnedApplying Lessons Learned Thank the MediaThank the Media

Future USAF Recommendations Develop Comprehensive Media Plan

Engage the “Old Media” Include New Media

Expand Radio PSA Program According to the (RAB) radio reaches:

75 percent of all consumers every day and 95 percent every week 96% of Internet users listeners from 14-21 hours every week, depending upon their age.

Radio messages are recalled more frequently than TV - 51% to 38%

More mobile; better targeting

Future USAF Recommendations


Include New Media Mobile Marketing

Develop Comprehensive Media Plan


Include New Media I Pod Marketing

In April 2007 the 100 millionth iPod was sold Apple shipped 21,066,000 iPods during the 2007 1st quarter,

representing 50 percent growth over the year earlier

Develop Comprehensive Media Plan


The Future is DigitalStay Abreast of Changing Technology

Client Support PSA Research Center/FAQs

www.psaresearch.comwww.psaresearch.com

The Take Away National Roles – USAFRC/GSD&M

Understand the media mindset Produce compelling messages Engage the field Apply results to improve outcome

Distributor Role Produce strategic distribution Provide actionable data Stay abreast of new media trends

Recruiter Role Study reports Make local outreach calls Make your quota! Make your quota!

creating a psa partnership presented to: u.s. air force recruiting marketing conference

Documents

years psa experience

fcc psa mandate

media outlets1

prospects new media

media planthe pubsans

local matters

future enlistment cohort

local cable s