1. Media Campaigns from Maine, Oregon and Ontario Presentations by Amy Olfene (ME), Colleen Hermann-Franzen (OR), and Joanne Di Nardo (ON)

2. Paid Media Paid media campaigns are costly, but the experience in Maine has proven that there can be dramatic payoffs. In 2006/2007, the Smoke-Free Housing Coalition expended over $35,000* in funding from the Partnership For A Tobacco-Free Maine (PTM) and the Robert Wood Johnson Foundation into a media campaign that spanned over six months.  This campaign included radio, web banners, e- blasts, posters, mailings, a video and more. *Thanks to the generous funding of PTM, the Coalition received free creative services from the marketing firm, CD&M Communication, and was only responsible for supplies and production of the following campaign items. For this campaign, the total in-kind funding totaled just under $13,000.

3. Cost-Benefit Radio Campaign  3 months, 540 spots on 10 radio stations Cost = $19,775.25 Benefit = After second week of radio campaign, web site hits had quadrupled; several landlords registered units following hearing radio ads Web banners  3 months on 5 sites (consistent) Cost = $3,375 Benefit = After first day of banners, web hits increased by 2,000 hits, nearly 4 times the daily average

4. Cost-Benefit (cont.) E-blasts  Two to 108,000 tenants  Two to 18,000 landlords Cost = $3000 total, $750 each Benefit =  Tenant e-blast resulted in an open rate of nearly 15% and a click-through rate of almost 9%.  Landlord e-blast resulted in an open rate of nearly 21% and a click-through rate over 11%. Note: average open rate of e-blast email is 2% and the average click-through rate is 1%.

5. Cost-Benefit (cont.) Mailings  11,500 postcards- 4 x 6 in color Cost = $3,950 Benefit = Over 450 new smoke-free apartments registered on the website, dozens of landlords looking for information on how to turn their buildings smoke-free and high increases in traffic to website.

6. Results

8. Cost-Benefit (cont.) Video  8 ½ minute video including over a dozen interviews and archive footage Cost = $7,797 production costs + $700 duplication costs of 200 DVDs (including jewel cases and stickers) Benefit = A video that has been viewed by hundreds of people throughout the world  One of the greatest, and most cost-effective, pieces of this media campaign was the Coalition’s ability to utilize their website by streaming the 8 ½ minute video online. This has resulted in over 1,400 views in less than 5 MONTHS, with an average view rate of 12-15 per day.  The video is now playing on over 12+ local public access stations in Maine and has been sent to over 120 landlords, tenants, legal professionals, health professionals and others in DVD format.

9. Results

10. Conclusions-Paid Media What can we learn from this campaign?  Make connections and encourage your partners to get the word out  Don’t overlook free services and sites (i.e. Craigslist and RentLinx)  In this day and age, a website is not only one of the most cost-effective tools for education and outreach, but a necessity to engaging the public If you have a limited budget, where should you put your $?  E-blasts—large outcomes for a tiny budget  Direct mail—”best way to reach landlords” What did not prove to be a very cost-effective media item during Maine’s 2007 campaign?  Looking at what you REALLY get for your money…