A presentation showing the venues where Social Security outdoor posters were placed around the country.

1. Outdoor Billboard Placements
for the Social Security Administration

2. Outdoor Media Rationale
2
 Why outdoor?
 It is ubiquitous

3. Outdoor Media Rationale
3
 Why outdoor?
 Greater linger time
 Fewer interruption in message delivery
 More time to register the call to action

4. Outdoor Media Rationale
4
 Why outdoor?
 70% of TV viewers fast forward through ads
 OOH entertains rather than interrupts

5. Outdoor Media Rationale
5
 Why outdoor?
 More mobile society
 Nearly 180,000 people move into cities daily
 Adds roughly 60 million new urban dwellers every year

6. Outdoor Media Rationale
6
 Why outdoor?
 People are spending more time than ever in their cars
 Daily vehicle trips are up 110% since 1970
 The number of cars on the road is up by 147%

7. Outdoor Media Rationale
7
 Why outdoor?
 More people are flying than ever before
 Visitors at the top 44 airports in the U.S. tops 765 million
passengers
 Over a half a billion people pass through just the top 10 airports
 Atlanta’s Hartsfield airport: 95 million passengers (more than
260,000 passengers daily) and 950,119 flights

8. Outdoor Media Rationale
8
 Why outdoor?
 Reaching people where they live, work and play

9. SSA 2014 Outdoor Campaign
9
 Promotion
 Newsletter sent to OOH companies
 Creative posted to OOH4Good

10. SSA 2014 Outdoor Campaign
10
 Placement Overview

11. SSA 2014 Outdoor Campaign
11
 Values by Type of Venue

12. SSA 2014 Outdoor Campaign
12
 Poster Placements by DMA

13. Local Placements
13
 Key Markets
● New York City ● Los Angeles ● Chicago ● Philadelphia
● Dallas ● Boston ● Washington, DC ● Atlanta ● Phoenix
● Seattle ● Miami ● Orlando ● Cleveland
● Sacramento ● Raleigh-Durham ● Kansas City
● Columbus, OH ● Milwaukee ● Greenville, SC, ● Norfolk
Oklahoma City ● Jacksonville ● Tulsa ● Knoxville ●
Dayton
● Chatanooga ● Myrtle Beach ● Johnstown ● Reno ● La Crosse
● Wilmington ● Lubbock ● Rochester, NY ● Marquette ●
Richmond

14. 14
New York City
● Largest Metro Area in the U.S.
● Population: 23.5 Million (Metro Area)
● 20 Posters
● Value: $19,250
● Gross Impressions: 6.2 million

15. SSA 2014 Outdoor
Campaign
15
 Eco Poster

16. SSA 2014 Outdoor
Campaign
16
 Bus Shelter Poster

17. SSA 2014 Outdoor
Campaign
17
 Eco Posters

18. Los Angeles
18
Los Angeles
● Second Largest Metro Area in the U.S
.
● Population: 18 Million (Metro Area)
● 700 Posters
● Value: $433,000
● Gross Impressions: 224 million

19. SSA 2014 Outdoor
Campaign
19
 Bulletin/Eco Poster

20. SSA 2014 Outdoor
Campaign
20
 Bulletin Poster

21. SSA 2014 Outdoor
Campaign
21
 Bulletin Poster

22. SSA 2014 Outdoor
Campaign
22
 Eco Posters

23. SSA 2014 Outdoor
Campaign
23
 Bus Shelter Posters

24. SSA 2014 Outdoor
Campaign
24
 Eco Poster

25. SSA 2014 Outdoor
Campaign
25
 Eco Posters

26. SSA 2014 Outdoor
Campaign
26
 Bulletin Posters

27. 27
● Third Largest Metro Area in the U.S.
● Population: 10 Million (Metro Area)
● 150 Posters
● Value: $165,000
● Gross Impressions: 15 million
Chicago

28. SSA 2014 Outdoor
Campaign
28
 Bus Shelter Poster

29. SSA 2014 Outdoor
Campaign
29
 Bus Shelter Poster

30. SSA 2014 Outdoor
Campaign
30
 Street Poster

31. SSA 2014 Outdoor
Campaign
31
 Bus Shelter Poster

32. 32
● Fourth Largest Metro Area in the U.S.
● Population: 2.5 Million (Metro Area)
● 144 Posters
● Value: $179,640
● Gross Impressions: 43 million
Philadelphia

33. SSA 2014 Outdoor
Campaign
33
 Eco Poster

34. SSA 2014 Outdoor
Campaign
34
 Bulletin and Eco Posters

35. SSA 2014 Outdoor
Campaign
35
 Bus Shelter Posters

36. SSA 2014 Outdoor
Campaign
36
 Bus Shelter Poster

37. 37
Dallas-Fort Worth
● Fifth Largest Metro Area in the U.S.
● Population: 1.2 Million (Metro Area)
● 29 Posters
● Value: $19,010
● Gross Impressions: 5.2 million

38. SSA 2014 Outdoor
Campaign
38
 Eco Posters

39. SSA 2014 Outdoor
Campaign
39
 Eco Posters

40. 40
Boston
● Seventh Largest Metro Area in the U.S.
● Population: 7.6 Million (Metro Area)
● 45 Posters
● Value: $60,7500
● Gross Impressions: 10 million

41. SSA 2014 Outdoor
Campaign
41
 Eco Posters

42. 42
Washington, DC
● Eighth Largest Metro Area in the U.S.
● Population 6 million (metro area)
● 575 Posters
● Value: $120,050
● 80.7 Million Gross Impressions

43. SSA 2014 Outdoor
Campaign
43
 Washington Metro Area Transit Authority

44. SSA 2014 Outdoor
Campaign
44
 Bus Stop Posters

45. SSA 2014 Outdoor
Campaign
45
 Eco Posters

46. 46
Atlanta
● Ninth Largest City in the U.S.
● Population: 5,522,942 (Metro Area)
● 46 Eco Posters & Mini Spectacular
● Value: $43,400
● Gross Impressions: 19 million

47. SSA 2014 Outdoor
Campaign
47
 Bulletin Poster

48. SSA 2014 Outdoor
Campaign
48
 Bulletin Poster

49. SSA 2014 Outdoor
Campaign
49
 Eco Poster

50. 50
Phoenix
● Thirteenth Largest City in the U.S.
● Population: 4.3 Million (Metro Area)
● 76 Posters
● Value: $36,610
● Gross Impressions: 32 million

51. SSA 2014 Outdoor
Campaign
51
 Bulletin Poster

52. SSA 2014 Outdoor
Campaign
52
 Bulletin Poster

53. 53
Miami
● Sixteenth Largest Metro Area in the U.S.
● Population: 5.5 Million (Metro Area)
● 248 Posters
● Value: $54,015
● Gross Impressions: 25.2 million

54. SSA 2014 Outdoor
Campaign
54
 Bulletin Poster

55. SSA 2014 Outdoor
Campaign
55
 Bus Shelter Poster

56. 56
Seattle
● Fourteenth Largest City in the U.S.
● Population: 3.6 Million (Metro Area)
● 66 Posters
● Value: $118,200
● Gross Impressions: 19.6 million

57. SSA 2014 Outdoor
Campaign
57
 Bulletin Poster

58. SSA 2014 Outdoor
Campaign
58
 Bulletin Poster

59. 59
• Thirty-first largest city in the U.S.
• Population 467,000 (Metro Area)
• 59 posters
• Value: $102,030
• Gross Impressions: 11.1 million
Kansas City

60. SSA 2014 Outdoor
Campaign
60
 Bulletin and Eco Posters

61. SSA 2014 Outdoor
Campaign
61
 Eco Posters

62. SSA 2014 Outdoor
Campaign
62
 Further reading:
http://www.goodwillcommunications.com/gc_support_client_corner-frameset.asp?
page=gc_support_client_corner-outdoor.asp

63. ACHIEVING YOUR CRITICAL MISSION
 What Connects All These Dots?
COMMUNICATION!

64. ACHIEVING YOUR CRITICAL MISSION
Why Communication Matters
 Your Typical Donor

65. ACHIEVING YOUR CRITICAL MISSION
Fund Raising
 Ten Critical Facts:
 #1: Money is the lifeblood of all enterprise.
 #2: People do not donate to causes they don’t know.
 #3: When you change your name, it’s almost back to square one.
 #4: There are no secrets anymore; everything is known.
 #5: Donors want to make a difference.
 #6: If donors have not seen, heard or felt you, then you don’t exist.
 #7: If you don’t do media outreach, your competition does.
 #8: The organization which connects, succeeds and prevails.
 #9: The media allow you to connect, so learn how to engage them.
 #10: Organizations that ignore these principles, no longer exist.

66. ACHIEVING YOUR CRITICAL MISSION
Engaging the Media
 The message is not about you!
 The media want to know what’s in it for them
 Some important facts:
 Assume the media knows nothing about your programs
 Once you educate them, the “educated” person changes
 When this happens, you start all over
 The competition for free time and space is intense
 The gatekeeper is your primary audience

67. ACHIEVING YOUR CRITICAL MISSION
Engaging the Media
 What the media cares about

68. ACHIEVING YOUR CRITICAL MISSION
Engaging the Media
 #1 Priority: focus on national cable networks

69. ACHIEVING YOUR CRITICAL MISSION
Engaging the Media
 #2 priority: focus on broadcast TV

70. ACHIEVING YOUR CRITICAL MISSION
Engaging the Media
 Understand the media landscape
 Local impact trumps all other issues

71. ACHIEVING YOUR CRITICAL MISSION
Engaging the Media
 Competition for time and space is intense
 39% of stations receive eight to 30+ PSAs per week

72. ACHIEVING YOUR CRITICAL MISSION
Engaging the Media
 Why marketing to gatekeepers is important:
 They are:
 Managing a non-revenue department
 Overworked and understaffed
 Inundated with PSAs
 If they don’t accept your PSAs, no one sees them

73. ACHIEVING YOUR CRITICAL MISSION
Engaging the Media
 Positioning/messaging
 Know the rules and observe them
 Provide campaign context
 Why is your issue important?
 Why should the media care?
 How does it affect the local audience?
 Avoid controversy at all costs
 Provide message flexibility
 Distribute at optimum times
 Children’s issues are a bonus

74. ACHIEVING YOUR CRITICAL MISSION
Engaging the Media
 Promotion
 Pitch calls to all national networks
 Newsletters to provide campaign context
 Press release to online journalists
 Blast email to 50 state broadcast associations
 Engagement of professional associations (NAB/OAAA)

75. ACHIEVING YOUR CRITICAL MISSION
Can PSAs Make a Contribution?
 It depends…..
 Importance of the issue
 How well we sell it to the media
 Timing – fourth quarter is not the best
 Logistics – right length; compelling packaging
 Media engagement
 Creative quality

76. ACHIEVING YOUR CRITICAL MISSION
Can PSAs Make a Contribution?
 Our model
 Fulfilling media needs
 Distribution based on solid rationale
 Compelling packaging
 Aggressive promotion
 Thorough evaluation

77. ACHIEVING YOUR CRITICAL MISSION
Distribution RationaleDistribution Rationale
 Selection factors:Selection factors:
 BudgetBudget
 Previous Usage IndexPrevious Usage Index
 Geographic coverageGeographic coverage
 Target AudienceTarget Audience

78. ACHIEVING YOUR CRITICAL MISSION
Distribution Plan
 PUBSANS™
 1,400 broadcast stations; 150 networks
 600 local cable systems
 10,500 radio stations; 50 networks
 Spanish/African-American/college media
 9,000 daily/weekly newspapers
 1,500 magazines - 75 vertical codes
 400 outdoor companies

79. ACHIEVING YOUR CRITICAL MISSION
Distribution Rationale
 Strategic targeting
 Top priority – any media using BFF/AHAF PSAs previously
 Secondary priority – those media with the highest PUI index
776
321
228
195
629
300
0 200 400 600 800
1-5X
6-10X
11-15X
16-20X
21-50X
50+
TV USERS BY FREQUENCY

80. ACHIEVING YOUR CRITICAL MISSION
PSA Distribution
 Distribution reports

81. ACHIEVING YOUR CRITICAL MISSION
PSA Distribution
 Providing actionable data

82. ACHIEVING YOUR CRITICAL MISSIONACHIEVING YOUR CRITICAL MISSION
Distribution Plan
 Helping You Exploit New MediaHelping You Exploit New Media
 CNN’s Accent Health Network
 Medical Broadcasting Channel
 Walmart CheckOut Channel
 Ethnic TV Channels
 PumpTop TV

83. ACHIEVING YOUR CRITICAL MISSION
TV PSA Packaging
 Goal: low cost/high impact

84. ACHIEVING YOUR CRITICAL MISSION
Radio PSA Packaging
 Goal: save postage/high impact

85. ACHIEVING YOUR CRITICAL MISSION
Consider OOH Media
 Advantages
 Reaches high income (donors)
 Greater linger time to register the call to action
 No restriction on sponsor indentification
 Reinforces all other media
http://www.goodwillcommunications.com/Outdoor_is_in.aspx
 To see our OOH work, go to:
http://www.slideshare.net/dakotabill

86. ACHIEVING YOUR CRITICAL MISSION
Campaign Evaluation
 Providing you with timely, complete data
 Nielsen SpotTracNielsen SpotTrac
 Affidavits (OOH/cable nets)Affidavits (OOH/cable nets)
 BRCs (Radio/Cable TV)BRCs (Radio/Cable TV)
 Print clipsPrint clips

87. ACHIEVING YOUR CRITICAL MISSIONACHIEVING YOUR CRITICAL MISSION
Campaign Evaluation
 Providing you with meaningful data
 Management SummaryManagement Summary
 Auto-emailed first of every monthAuto-emailed first of every month

88. ACHIEVING YOUR CRITICAL MISSIONACHIEVING YOUR CRITICAL MISSION
Campaign Evaluation
 Providing you with meaningful data
 Types of reportsTypes of reports

89. ACHIEVING YOUR CRITICAL MISSIONACHIEVING YOUR CRITICAL MISSION
Campaign Evaluation
 Providing you with meaningful data
 Out-of-home reportsOut-of-home reports

90. ACHIEVING YOUR CRITICAL MISSIONACHIEVING YOUR CRITICAL MISSION
Campaign Evaluation
 Providing you with meaningful data
 Key trends analysisKey trends analysis

91. ACHIEVING YOUR CRITICAL MISSIONACHIEVING YOUR CRITICAL MISSION
Campaign Evaluation
 Providing you with meaningful data
 Total of $102 million ad equivalency valueTotal of $102 million ad equivalency value

92. ACHIEVING YOUR CRITICAL MISSIONACHIEVING YOUR CRITICAL MISSION
Saving You Money
 Use our CablePAK service
 Invest $32,000, generate $1MM in value

93. ACHIEVING YOUR CRITICAL MISSIONACHIEVING YOUR CRITICAL MISSION
Saving You Money
 Use our digital download service
 No hard copy tapes, no printed collateral
 Create Vimeo download page
 Promote to media via blast email

94. ACHIEVING YOUR CRITICAL MISSIONACHIEVING YOUR CRITICAL MISSION
Saving You Money
 Recycle your PSAs
 National Multiple Sclerosis Society
 Army National Guard
 U.S. Air Force
 American Academy of Orthopaedic Surgeons
 American Academy of Dermatology
 Tips
 Change the name of the PSA
 Create new packaging
 Assign new SpotTrac code

95.  Thank you!
EFFECTIVE PSA CAMPAIGNS