Iowa Department of Public Health SPF SIG Substance Abuse Media Webinar Presented to Prevention Agencies January 24, 2012

How to Create a Substance Abuse Media Plan in Your Local Area

Introductions Julie Hibben, IDPH SPF SIG Project Director Andrea Marinaro, ZLRIGNITION Vice President, Media Director Kelly Konz, ZLRIGNITION Account Supervisor Nick Grant, ZLRIGNITION Account Manager

Agenda Campaign Overview Review the SPF SIG Advertising Campaign and Statewide Media Schedule “How to” Create a Media Plan “How to” Reach the SPF SIG Target Audiences Media Buying Basics Placing Online Advertising Campaign Creative Elements Additional Advertising Options Contact Information Q&A

Campaign Overview Statewide message about underage drinking and adult binge drinking – Mediums utilized are TV & outdoor SPF SIG counties should use both campaigns IDPH will not fund additional media campaigns through SPF SIG Media campaign materials will be available to the SPF SIG Coordinator through ZLR – TV, outdoor, radio, print/posters, online banner ads

Campaign Overview Counties will not be permitted to change the campaign materials and create new materials based on the campaigns – No giveaways, table tents, banners, etc. Counties need to keep in mind the target populations of both campaigns when purchasing media Non-SPF SIG funded counties can utilize the media campaigns by contacting Julie Hibben

SPF SIG Advertising Campaign & Statewide Media Schedule

Situation Analysis Gather background information including concerns, industry statistics, competition, etc. SPF SIG Example: Research findings – Underage There is no stereotypical “face” to underage drinking – behavior transcends group, crowd, gender Incidence of underage drinking is high among high school teens and increases as students age Aspiration and inclusion are the most influential emotional drivers Can’t tell this audience not to drink, instead educate on the risks and harms. Keep it real.

Situation Analysis SPF SIG Example: Research findings – Binge Young adults are underage, but more closely align with motivations of legal drinkers Most adults are reluctant to self-identify with binge drinking. It is perceived as something a young adult does Binge drinking is based on the individual’s mindset and behavior when drinking – this is more indicative that the definitive drinks- per-occasion definition

Target Audience Underage audience is with an emphasis on age – Research indicates audience should be reached before their critical decision moment. Younger students are much more impressionable, therefore campaign is designed to give them the confidence to make a smart decision before they are faced with the decision to drink for the first time.

Target Audience Binge audience is with an emphasis on age – Research indicates audience should be reached at the intersection of developmental lifestages, or as this group transitions to becoming young adults where the lifestage offers a constant drinking occasion.

Statewide Media Schedule

Media Objective Raise awareness to combat both underage and binge drinking in the targeted 23 Iowa counties

Media Strategy Reach teen and young adult audience through mass advertising in underage and binge drinking problem areas of the state

Media Tactics

Underage Media Schedule Cable TV – Reason chosen: Geographically covers the specific counties and demographically targets the audience – Markets include: Cedar Rapids – Cedar Rapids, Dubuque, Iowa City, Mason City, South Central Iowa (Ottumwa), Upper Mississippi, Waterloo Des Moines – Central Iowa Interconnect (Ames, Des Moines, Fort Dodge, Marshalltown), Spencer, Western Quad Cities – Clinton, Quad Cities, Southeast Iowa (Burlington)

Underage Media Schedule Cable TV Tactics – Air commercials on highly-rated stations for year- olds – Air 40 spots per week from 3pm – 12am – Air commercials for 10 weeks December through April

Underage Media Schedule Broadcast TV – Sioux City DMA – Reason chosen: Reaches the counties of interest for the campaign. These counties are not reached by cable. Can target the audience with programming. – Commercials will air during live airings of American Idol each week to efficiently reach the year-old target audience – Schedule runs for 9 weeks, January – March (one spot per week)

Underage Media Schedule Outdoor – Extends reach into the counties of interest – Billboards will post for 8 weeks in December and January Some boards were added later as they became available and will run when available through September 2012

Binge Media Schedule Cable TV – Reason chosen: Geographically covers the specific counties and demographically targets the audience – Markets include: Cedar Rapids – Cedar Rapids, Dubuque, Iowa City, Mason City, South Central Iowa (Ottumwa), Upper Mississippi, Waterloo Des Moines – Central Iowa Interconnect (Ames, Des Moines, Fort Dodge, Marshalltown), Spencer, Western Quad Cities – Clinton, Quad Cities, Southeast Iowa (Burlington)

Binge Media Schedule Cable TV Tactics – Commercials will air on highly-rated stations – 40 spots per week will air from 6am – 12am – Schedule runs for 10 weeks between December and April

Binge Media Schedule Broadcast TV – Sioux City DMA – Reason chosen: Reaches the counties of interest for the campaign. These counties are not reached by cable. Can target the audience with programming. – Spots air for 4 weeks in February – Commercials will air during programming that best reaches the year-old audience – Purchase 50 rating points/week Equivalent to reaching 50% of this audience each week

Binge Media Schedule Outdoor – Extends reach into the counties of interest – Billboards will post for 8 weeks in December and January Some boards were added later as they became available and will run when available through August 2012

“How to” Create a Media Plan

Step 1: What is your budget? – Determining your budget for paid advertising will guide a lot of media options and “weed out” those that are too costly to utilize effectively

“How to” Create a Media Plan Step 2: Define your Objective What is your goal, what do you want to accomplish? – Is it measurable? Example: – Increase web site clicks, increase calls to a phone number Or, are you simply generating awareness of the message with an audience?

“How to” Create a Media Plan Step 3: Strategies How are you going to accomplish that goal? – Example: Air a media campaign in Dubuque county to target year-olds using cable – Once the strategy is finalized: Contact the cable company and get rates to run commercials Work with sales staff to put a buy together using your budget and objectives

“How to” Create a Media Plan Step 4: Tactics What are your tactics or deliverables? – Tactic examples: Spend $5,000 and air 40 commercials a week on cable in the Dubuque cable zone for 4 weeks on MTV and Comedy central from 6a-12a Post a billboard in Dubuque county for 4 weeks

“How to” Reach the Target Audiences with Paid Ads

Underage Drinking How do you reach the younger, youth population? Cable Advertising – Pay to run commercials on MTV, ABC Family, ESPN Online Advertising – Pay to run banner ads or text ads on Other ideas (not paid media): – Ask schools to put the posters up in common areas – Go to libraries, restaurants and ask them to put up posters Message timing: Look to run ads after 3pm on television as year-olds are in school during the day

Binge Drinking Where do you reach the young adult population? Cable Advertising – Pay to run commercials on Comedy Central, Discovery Channel, ESPN Online Advertising – Pay to run banner ads or text ads on espn.go.com, tmz.com, College Newspapers – Pay to put an ad in college newspapers Bus/Transit Ads – Pay to place ads in or outside on buses Restaurant/Bar Signage – Pay to place ads in public restrooms at local bars/restaurants or receive permission to post in college buildings

Binge Drinking (continued) Other ideas (not paid media): – Social media – Create Facebook and Twitter, you can create accounts and get friends or post status updates Message timing: The young adult population size may increase over the holidays or summer when students are back home for college break

Media Buying Basics

Television Programming for Teens & year-olds – Early Fringe 3p-5p: Simpsons, Family Guy – Prime Access 6:30p: Two and a Half Men – Prime Time 7p-10p: American Idol, Glee, Simpsons, Modern Family, House, CSI, How I Met Your Mother Cable Networks/Programming for Teens & year-olds – ESPN, Discovery, MTV, TLC, FX, TBS, Cartoon, Comedy, History, TNT, Spike, ABC Family, E!, Animal Planet – Sportscenter, Teen Mom II, Pretty Little Liars, Kardashians, Daily Show, E! News, Chelsea Lately, Family Guy, Tosh.O, Cake Boss, Swamp People, Storm Chasers, King of the Hill, America’s Funniest Home Videos

Media Buying Basics Cable and Television – If you buy a commercial to air during a wide time frame such as 6am-12am on ABC Family for example, those spots are cheaper than buying a spot in a specific program such as Pretty Little Liars on ABC Family at 7pm. When you narrow the time frames to buy specific programs, the ratings are higher so the rate is higher. – Spots purchased from 6a-12a would be called rotator spots as they rotate to run anytime during that time period

Media Buying Basics Radio – To reach teens, you would buy a station with a format that teens like, for example, CHR (Contemporary Hits Radio – Top 40), Country, Hot Adult Contemporary, Rock – Those stations will have better ratings for teens than news/talk for example. Local county radio stations don’t have ratings, but usually have good listenership for the people that live in those counties and can be good to purchase depending on format of music played.

Media Buying Basics Print – Cost doesn’t change depending on when purchased. Different size ads are different rates. – This campaign is targeted to teens and younger adults print ads in community or metro papers may not be the most efficient method to reach this audience as costs may be high and reach low Outdoor – Rates are different depending on the visibility of the board and the number of people who see it every day. – For example, a board in the city of Dubuque is more expensive than one on outskirts of town or in a rural area

Pros and Cons of Advertising Options

Each circle represents a cable zone that can be purchased.

Each circle represents a television market area (DMA) that can be purchased

Pros and Cons of Advertising Options

Cost Comparisons for Ads Note: Costs are constantly changing and are based on multiple factors, these numbers are for reference only Generally, low cost options are: Cable, online, rural radio stations, bus signage, bathroom signage

Cost Comparisons for Ads For example, if your budget is $1,000 for Des Moines, you could buy the following on each medium if you spent $1,000 on each individual medium. Below outlines what you could get on cable for $1,000 compared to $1,000 on broadcast television for example. This depends on actual advertising rates, but this is an estimate of how mediums might compare to help you make a choice on where to spend your money.

Low Cost Options Depending on your budgets and objectives, the following are good low-cost options: – Cable ads – Online ads – Rural radio station ads – Bus signage – Bathroom signage

Glossary of Media Terms

Media Sales Representatives

Placing Online Advertising Facebook: – Login to – Follow steps to create your text ad and set budget – Geo-target to reach Iowans or only those in your county – Purchase ads as pay per click where you only pay when someone clicks on the ad Costs approximately $1 per click Ads will show up thousands of times but you only pay when someone clicks and goes to your website or Facebook page

Placing Online Advertising You Tube or other Google sites (espn.go.com, tmz.com, myyearbook.com): – Login to – Set-up an account and follow the steps to create a campaign and upload ads – Geo-target to reach Iowans or only those in your county – Cost is roughly $2.50 for one-thousand ads on these sites $500 yields approx. 200,000 impressions on these websites You pay for impressions (approx. $2.50 CPM (cost per thousand))

Campaign Creative Elements

Television Utilize existing TV spots and localize with personalized tag (agency name, address, phone number, web address, etc.) TV/Cable stations provide tag for little to no cost Gather dub requirements from station (electronic, Beta SP dub, etc.) and contact ZLR for file/dub No charge for electronic files. Cost is approximately $40 per physical dub + shipping.

Television Add TV spots here

Outdoor Utilize outdoor from statewide campaign Artwork will be provided by ZLR upon request Outdoor production companies will print boards Printing costs run approximately $100 per poster board and $1800 per vinyl board

Underage Poster & Print Ad Creative

Binge Poster & Print Ad Creative

Poster Localize with personalized tag (agency name, address, phone number, web address, etc.) Sizes are 11”x17” x 24”x36” Artwork will be provided by ZLR upon request

Print Ad Poster artwork can also be used as print ad Vertical formatted BW or Color ad Localize with personalized tag (agency name, address, phone number, web address, etc.) Newspapers will provide tag for little to no cost Artwork will be provided by ZLR upon request No cost to send electronic pdf file to newspaper

Underage Online Banner Ads Creative

Binge Online Banner Ads Creative

Online Banner Ads Banner ads created for use online advertising Localize with personalized tag (agency name, and web address or phone number) Gather size requirements and artwork will be provided by ZLR upon request

Radio Ads Personalize radio spots with agency name, address, phone number, web address, etc. Radio stations provide tag for little to no cost Gather requirements from station (electronic, dub, etc.) and contact ZLR for file/dub No charge for electronic files

Additional Advertising Options

Pros and Cons of Advertising Options

ZLRIGNITION Media Advantages of using ZLR to purchase media – Ratings and research – Rate discounts – Accuracy/invoice reconciliation – Added value – Experienced staff

ZLRIGNITION Contact Information Contact Andrea Marinaro for media – – Contact Nick Grant for creative orders – –

Q&A