usda webinar revised
TRANSCRIPT
Slide 1
USDA/NRCS Webinar
Local PSA OutreachPresented by:Bill Goodwill
NRCS PSA Distributor
Local PSA OutreachPresented by:
Bill GoodwillCEO, Goodwill Communications
NRCS PSA Distributor
Slide 1
USDA/NRCS Webinar
Local PSA OutreachPresented 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
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.
Slide 1
USDA/NRCS Webinar
Local PSA OutreachPresented 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.”
Slide 1
USDA/NRCS Webinar
Local PSA OutreachPresented by:Bill Goodwill
NRCS PSA Distributor
CAMPAIGN OVERVIEW
Slide 1
USDA/NRCS Webinar
Local PSA OutreachPresented 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.
Slide 1
USDA/NRCS Webinar
Local PSA OutreachPresented 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.
Slide 1
USDA/NRCS Webinar
Local PSA OutreachPresented by:Bill Goodwill
NRCS PSA Distributor
CAMPAIGN PROMOTION ● National Network Outreach
Slide 1
USDA/NRCS Webinar
Local PSA OutreachPresented 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
Slide 1
USDA/NRCS Webinar
Local PSA OutreachPresented by:Bill Goodwill
NRCS PSA Distributor
THE PSA ENVIRONMENT
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USDA/NRCS Webinar
Local PSA OutreachPresented by:Bill Goodwill
NRCS PSA Distributor
THE PSA ENVIRONMENT● The competition for PSA airtime is intense
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USDA/NRCS Webinar
Local PSA OutreachPresented by:Bill Goodwill
NRCS PSA Distributor
THE PSA ENVIRONMENT● Survey shows local trumps national issues
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USDA/NRCS Webinar
Local PSA OutreachPresented 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 SSA TV PSAs
Using Patty Duke SIGMA Values Values in Thousands
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USDA/NRCS Webinar
Local PSA OutreachPresented by:Bill Goodwill
NRCS PSA Distributor
● Step 1: Go to PSA Digital. at: www.goodwillcommunications.com Review the NRCS download procedures
LOCAL OUTREACH PROCESS
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USDA/NRCS Webinar
Local PSA OutreachPresented by:Bill Goodwill
NRCS PSA Distributor
● Step 2: Access distribution lists.Go to: www.goodwillcommunications.comEnter: User name: USDA-NRCS2015
Password: UnlockPsA
LOCAL OUTREACH PROCESS
Slide 1
USDA/NRCS Webinar
Local PSA OutreachPresented 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
Slide 1
USDA/NRCS Webinar
Local PSA OutreachPresented by:Bill Goodwill
NRCS PSA Distributor
● Step 2: Access distribution lists. PUI=Previous Usage Index
LOCAL OUTREACH PROCESS
Slide 1
USDA/NRCS Webinar
Local PSA OutreachPresented 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.
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USDA/NRCS Webinar
Local PSA OutreachPresented 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
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USDA/NRCS Webinar
Local PSA OutreachPresented 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
Slide 1
USDA/NRCS Webinar
Local PSA OutreachPresented 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
Slide 1
USDA/NRCS Webinar
Local PSA OutreachPresented 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…”
Slide 1
USDA/NRCS Webinar
Local PSA OutreachPresented 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.
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USDA/NRCS Webinar
Local PSA OutreachPresented by:Bill Goodwill
NRCS PSA Distributor
. LOCAL OUTREACH PROCESS ● Step 6: Thank the media. - When possible send personal thank you notes.
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USDA/NRCS Webinar
Local PSA OutreachPresented 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
• Give Us Your Feedback
• Visit www.psaresearch.com
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USDA/NRCS Webinar
Local PSA OutreachPresented by:Bill Goodwill
NRCS PSA Distributor
WE KEEP YOU CURRENT
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USDA/NRCS Webinar
Local PSA OutreachPresented by:Bill Goodwill
NRCS PSA Distributor
Q&A
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USDA/NRCS Webinar
Local PSA OutreachPresented by:Bill Goodwill
NRCS PSA Distributor
Q&A
Slide 1
USDA/NRCS Webinar
Local PSA OutreachPresented by:Bill Goodwill
NRCS PSA Distributor
Q&A
Slide 1
USDA/NRCS Webinar
Local PSA OutreachPresented by:Bill Goodwill
NRCS PSA Distributor
Q&A
Slide 1
USDA/NRCS Webinar
Local PSA OutreachPresented by:Bill Goodwill
NRCS PSA Distributor
Q&A
Slide 1
USDA/NRCS Webinar
Local PSA OutreachPresented by:Bill Goodwill
NRCS PSA Distributor
Q&A
Slide 1
USDA/NRCS Webinar
Local PSA OutreachPresented by:Bill Goodwill
NRCS PSA Distributor
Q&A
Slide 1
USDA/NRCS Webinar
Local PSA OutreachPresented by:Bill Goodwill
NRCS PSA Distributor
Q&A
Slide 1
USDA/NRCS Webinar
Local PSA OutreachPresented by:Bill Goodwill
NRCS PSA Distributor
Q&A