The Power of PSAS Building a Stronger Brand Image for The American Legion Presented by:

The Power of PSAs Agenda Current PSA Trends PSA Distribution Role of Promotion New Media Opportunities Future Legion Recommendations Client Support Activities

Corporate Overview 36 Years PSA Experience Worked for over 105 clients Worked for 9 military organizations Distributed over 700 Campaigns PUBSANS – Data-based Decisions PSAs Primary Focus Proud Veteran & American Legion Member

Military PSA Experience Navy Navy Field Account Director Field Account Director Creative Clearance Director Creative Clearance Director PSA Consultant 10 years PSA Consultant 10 years USCG USCG Advertising Management Supervisor Advertising Management Supervisor PSA Consultant 12 years PSA Consultant 12 years USAF/USMC/ARNG/ANG/USNR USAF/USMC/ARNG/ANG/USNR PSA Consultant PSA Consultant

The Power of PSAs Current PSA Trends Current PSA Trends More PSA campaigns More PSA campaigns More media channels More media channels Broadcast TV is still king Broadcast TV is still king Changing audiences Changing audiences Changing media habits Changing media habits Localism matters Localism matters Digital delivery Digital delivery

The Power of PSAs More PSA Campaigns More PSA Campaigns Survey among 800 broadcast TV stations: Survey among 800 broadcast TV stations: 39% reported getting 8 or more per week 39% reported getting 8 or more per week Annually 320 to 1,560 Annually 320 to 1,560 40% increase in Nielsen TV campaigns tracked 40% increase in Nielsen TV campaigns tracked

The Power of PSAs More Media Channels More Media Channels Broadcast TV Broadcast TV 1,300 stations; with 6 sub-channels 1,300 stations; with 6 sub-channels 7,800 potential channels 7,800 potential channels Cable TV Cable TV 10,000 + systems 10,000 + systems 3,500 subs> must have PEG access 3,500 subs> must have PEG access Top 5 reach 50 MM subscribers Top 5 reach 50 MM subscribers Radio Radio 11,000 stations 11,000 stations On-line Media Sites - Indeterminate On-line Media Sites - Indeterminate Websites - Indeterminate Websites - Indeterminate Out-of Home Out-of Home Place-based media - Indeterminate Place-based media - Indeterminate

The Power of PSAs Broadcast TV is Still King Broadcast TV is Still King 70-80% of all value 70-80% of all value Benchmark value: $2.5 to $4.75MM Benchmark value: $2.5 to $4.75MM NAB TV station survey: NAB TV station survey: 143 PSAs weekly, or 572 per month 143 PSAs weekly, or 572 per month Annual “avails” 6,864 Annual “avails” 6,864

The Power of PSAs Changing Audience Demographics Changing Audience Demographics Differences in ethnicity Differences in ethnicity

The Power of PSAs Changing Media Habits Changing Media Habits Social media is in Social media is in age group 40% spend 10 hours a week age group 40% spend 10 hours a week or more visiting MySpace/video clips/texting or more visiting MySpace/video clips/texting Only 17% said they watch TV>10 hours a week Only 17% said they watch TV>10 hours a week One percent spend 10 hours a week reading magazines or One percent spend 10 hours a week reading magazines or reading newspapers

The Power of PSAs Changing Media Habits Changing Media Habits Mobile media is in Mobile media is in A CTIA survey shows 285 million Americans are mobile subscribers A CTIA survey shows 285 million Americans are mobile subscribers About 91 percent of the total population About 91 percent of the total population 15 million over the same time last year 15 million over the same time last year Callers used 1.12 trillion minutes of talk time Callers used 1.12 trillion minutes of talk time An average of 6.1 billion minutes used per day An average of 6.1 billion minutes used per day About 21 minutes per person per day About 21 minutes per person per day

The Power of PSAs Changing Media Habits Changing Media Habits Print media as we knew it is dead Print media as we knew it is dead Last ABC audit: -9% newspaper average Last ABC audit: -9% newspaper average 143 Kindles sold per 100 hard cover books 143 Kindles sold per 100 hard cover books 15 million Ipads sold in million Ipads sold in MM Iphones in 4 th qtr MM Iphones in 4 th qtr 2010 Borders Books in bankruptcy Borders Books in bankruptcy 269 of defunct magazines per Wikipedia 269 of defunct magazines per Wikipedia

The Power of PSAs Local Trumps National 80% of respondents say local matters Understanding the Media Mindset

The Power of PSAs Changing Media Tactics Changing Media Tactics Shotgun approach is out Shotgun approach is out Rifleshot approach is in Rifleshot approach is in Horizontal AND vertical approaches Horizontal AND vertical approaches

The Power of PSAs Digital Delivery Broadcast quality digital downloads

The Power of PSAs New Trends Takeaway Keep up with the trends Adapt and embrace them Make them work to your advantage

Developing the Distribution Plan Targeting Factors: Targeting Factors: Budget Previous usage – overall and client Geographic coverage Audience & reach The Power of PSAs

Developing the Distribution 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

The Power of PSAs Role of Promotion Adds significant value and reach Ensures accuracy of efforts Tactics Target largest networks Tailor approach to client audience Websites/ Use multiple media PR Web Our proprietary newsletters Outbound telemarketing

The Power of PSAs Role of Promotion PR Web Permits embedded PSA in release

The Power of PSAs Role of Promotion PR Web Excellent metrics from Google & Yahoo

The Power of PSAs New Media Opportunities PumpTop TV Pentagon media Airport dioramas Washington Flyer Network NAB Spot Center Constant Contact blast s Place-based media Doctors’ offices Health spas Point of sale Hospitals Airlines

The Power of PSAs Legion PSA Recommendations Legion PSA Recommendations Rationale - why do PSAs? Rationale - why do PSAs? Credible Credible Cost efficient Cost efficient Permit targeting Permit targeting They work! They work! Go to Go to

The Power of PSAs Legion PSA Recommendations Legion PSA Recommendations PSAs can help build membership PSAs can help build membership Peace Corps recruiting Peace Corps recruiting Generated 782,000 leads Generated 782,000 leads Resulted in 58,558 applications Resulted in 58,558 applications 21,456 invitations to join the Peace Corps 21,456 invitations to join the Peace Corps 18,028 Volunteers who actually joined 18,028 Volunteers who actually joined PSAs were main form of advertising PSAs were main form of advertising

The Power of PSAs Legion PSA Recommendations Legion PSA Recommendations Develop formal PSA program Develop formal PSA program Distribute consistently Distribute consistently Hire professional producers Hire professional producers Hire professional distributor Hire professional distributor Tactics Tactics Use guerilla marketing Use guerilla marketing Leverage your resources Leverage your resources Consider crowd sourcing for production Consider crowd sourcing for production

The Power of PSAs Legion Recommendations Forge stronger field PSA network Forge stronger field PSA network

The Power of PSAs Legion Recommendations Practice “fusion marketing” Practice “fusion marketing” Reach out to allied organizations Reach out to allied organizations Volunteers of America Volunteers of America Department of Veterans Affairs Department of Veterans Affairs SAMHSA SAMHSA U.S. Department of Labor U.S. Department of Labor Media organizations Media organizations State broadcast assns State broadcast assns NAB NAB NCTA NCTA RAB RAB OAA OAA

The Power of PSAs Legion Recommendations Cultivate military media Cultivate military media Military channel Military channel Pentagon media Pentagon media Comment on blogs Comment on blogs Join vet user groups Join vet user groups

The Power of PSAs Legion Recommendations Continue using shared reel distribution Continue using shared reel distribution

The Power of PSAs The Power of PSAs Evaluation Reporting Portal Evaluation Reporting Portal Enter password/user name Enter password/user name Select campaign name Select campaign name Select executive summary Select executive summary

The Power of PSAs Legion Recommendations Continue using shared reel distribution Continue using shared reel distribution

The Power of PSAs Legion Recommendations Continue using shared reel distribution Continue using shared reel distribution You generated 2.5 times more value You generated 2.5 times more value

Applying Lessons Learned Applying Lessons Learned Thank the Media Thank the Media

Client Support Social Marketing Resource Center

The Take Away PSAs Can be a Powerful Tool PSAs Can be a Powerful Tool Must Be Professionally Produced/Distributed Must Be Professionally Produced/Distributed Adapt to New Demographics & Media Trends Adapt to New Demographics & Media Trends Use Guerille Marketing Tactics Use Guerille Marketing Tactics Engage Your Community Partners Engage Your Community Partners Seek Collaborative Relationships Seek Collaborative Relationships Use Economical Production/Distribution Use Economical Production/Distribution Thank the Media for Their Support Thank the Media for Their Support