samhsa/csap underage drinking prevention national media campaign
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Underage Drinking Prevention National Media Campaign
Community Outreach Pilot Program Introductory Webinar
SAMHSA/CSAP
Underage Drinking Prevention National Media Campaign
Community Outreach Pilot Program Introductory Webinar
Wednesday, March 7, 2012
2 p.m. to 3:30 p.m. EDT
Welcome and Introductions
Lisa Falconer, MPH, CHES
Gallup, SAMHSA Underage Drinking Prevention National Media Campaign Contractor
SAMHSA CSAP Staff
Virginia Mackay-Smith
• Director, Division of Systems Development
Emily Novick
• Public Health Advisor, Division of Systems Development
Tracy Farmer
• Public Health Analyst, Division of Systems Development
Gallup Communication Training and Technical Assistance Team
Valerie Goode Bill Goodwill Lisa Falconer
Katie Bass Megan Cochrane
Pilot Site Introductions
Introductory Webinar Agenda
• Brief Campaign Overview• Review of Expectations for
Pilot Sites • Expert Tips on PSA Placement • Q & A Session• Reminder of Upcoming Kickoff
Meeting and Adjournment
Underage Drinking Prevention National Media Campaign Overview
and Pilot Expectations
Emily Novick, MPP
Public Health Advisor
Division of Systems Development
Center for Substance Abuse Prevention
• Role of Expert Panel• Involve CBOs in Campaign development• Engage stakeholders and build partnerships• Expand Campaign reach
Background
• RFP Released on November 7, 2011 • More than 80 proposals received
RFP Process
Selected Pilot Sites
NPN’s Five Regions
1. Summit Prevention Alliance (Southwest Region) Frisco, CO
2. Erie County Council (Northeast Region) Buffalo, NY
3. Asian Health Coalition (Central Region) Chicago, IL
4. Metropolitan Drug Commission (Southeast Region) Knoxville, TN
5. People Reaching Out (Western Region) Sacramento, CA
• Period of Performance – March 1, 2012 to August 15, 2012
• Incorporate Campaign messages and materials• Host at least one event• Incorporate underage drinking research• Incorporate the Campaign’s key messages
Required Activities
• Mandatory Project Meeting • Reporting & submitting materials developed• Support from the Campaign
Additional Requirements
Expert Tips on PSA Placement
SAMHSA/CSAP
Underage Drinking Prevention National Media Campaign
Community Outreach Pilot Program Introductory Webinar
Wednesday, March 7, 2 p.m. to 3 p.m. EDT
Bill Goodwill
SAMHSA Underage Drinking Prevention National Media Campaign Contractor
Why Local Outreach Matters
• PSAs with local benefits trump all others: • A survey of 1,000 stations shows PSAs
benefiting the local community are most important
The PSA Environment
• Competition for air time is intense• 39% of stations receive 8 to 30+ PSAs weekly
Media Gatekeeper Profile
• Gatekeepers typically:• Manage a non-revenue department• Are overworked and understaffed• Inundated with PSAs• Use voicemail to screen calls
Generating Increased Value
• You can impact campaign values: • Average campaign value of usage on 30 new
TV stations is worth $1.1MM
The Local Media Mindset
• Revenues and Ratings Matter Most • They achieve them by Relevance and
Recognition
The Four R’s of Broadcasting
Public Service
Directors
Recognition
Ratings
Revenue
Relevance
The Pilot Site Toolkit
• Samples of campaign materials:• TV PSAs with local tags• TV storyboards• Fact sheet on the UAD issue• Localizable press release• Live announcer and recorded radio PSAs• Localizable print PSAs• Other resources
Steps for Local Outreach
• Go to www.psaresearch.com/psaprimer.html• Concentrate on broadcast TV• Make an appointment• Be familiar with media content• Share creative
• Why is the message important to their viewers?• What happens when the public responds?• Make it personal if you can
• Keep it short!• Prepare leave-behind materials• Send a thank you note
Accessing Local Media Lists
• Go to www.goodwillcommunications.com• Enter user name and password• Click on Distribution Reports• Review reports for your locale
Accessing Local Media Lists
• Click on the state for your locale:
Detailed Distribution Reports
• Click on media type
Providing Feedback on Local Media
• Media Contact Scenarios• Wrong contact, wrong address or important station missing from distribution list
• Response: Use online survey feedback form
Local Outreach Checklist
• Media outreach steps:• Send changes to Goodwill via feedback form• We will re-post final distribution reports• We will ship materials in appropriate format to you• TV will be localized for your area• Review all materials on your Tool Kit DVD• Make media appointments
Making the Media Presentation
• Be prepared:• Share creative with the media • Tell them why this issue is so important • Describe the call to action process• See if the media can offer other types of support• Provide a copy of the DVD tool kit to media
Evaluation Reports
• Click on Evaluation Methodology• Evaluation data sources• Different types of reports
Evaluation Reports
• Report Access• Select medium• Select for your state• Export to Excel
Evaluation Reports
• Interactive Map• Place cursor over state and double click• Airplays and value are shown for state
The Take Away
• Know your local media • Use national tools• Provide us with media updates• Be a media resource• Be persistent• Acknowledge media support
Q & A Session
Upcoming Kickoff Meeting & Adjournment
Lisa Falconer
Gallup, SAMHSA Underage Drinking Prevention National Media Campaign Contractor
Questions about the Kickoff Meeting or the Pilot Site
Program?
Katie Bass
Katie_Bass@Gallup.com
202.715.3079
Lisa Falconer Lisa_Falconer@Gallup.com202.715.3147
Please contact:
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