1. Creating a PSA Partnership Presented to: U.S. Air Force Recruiting Marketing Conference

2. Creating a PSA Partnership Agenda Future Marketing Challenges Role of PSA Partners USAF PSA Program Review New Media Opportunities Client Support

3. Corporate Overview 36 Years PSA Experience Worked for over 105 clients Worked for USAF 18 years Distributed over 700 Campaigns PUBSANS – Data-based Decisions PSAs Primary Focus Developer of the PSA Research Center

4. 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

5. USAF Marketing Overview You Had a Great Year! You Had a Great Year! 31,983 accessions -100 percent of goal 31,983 accessions -100 percent of goal 98% from highest test scores 98% from highest test scores Marketing Challenges: Marketing Challenges: 73% youth aged 17 and 24 are ineligible 73% youth aged 17 and 24 are ineligible Everyone is competing for the 27% Everyone is competing for the 27% One recruit to boot camp=100 prospects One recruit to boot camp=100 prospects Armed conflicts in two theaters Armed conflicts in two theaters

6. USAF Marketing Overview What About the Future? What About the Future? Marketing Challenges: Marketing Challenges: Base realignment=smaller AF footprint Base realignment=smaller AF footprint No active AF bases in 14 states north of S. KY No active AF bases in 14 states north of S. KY Diminishing presence=lower awareness Diminishing presence=lower awareness Two active recruiters in SD (77,000 sq miles) Two active recruiters in SD (77,000 sq miles) Better economy=less fertile Marketing Better economy=less fertile Marketing Financial incentives – bonuses/college aid? Financial incentives – bonuses/college aid?

7. USAF Marketing Overview What About the Future? What About the Future? Marketing Challenges: Marketing Challenges: Sophisticated technology=need for smarter people Sophisticated technology=need for smarter people Cultural changes (language/tatoos/families) Cultural changes (language/tatoos/families) Urbanization migration=only 8% of your prospects Urbanization migration=only 8% of your prospects New media and fragmentation New media and fragmentation

8. USAF Marketing Overview What About the Future? What About the Future? Reaching the Future Enlistment Cohort Reaching the Future Enlistment Cohort 18 - 24 age group 40% spend 10 hours a week 18 - 24 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

9. USAF Marketing Overview What About the Future? What About the Future? Advertising Tactics Advertising Tactics Use guerilla marketing Use guerilla marketing Work smarter, not harder Work smarter, not harder Leverage your resources Leverage your resources Expand/strengthen PSA program Expand/strengthen PSA program Develop strong national/field partnership Develop strong national/field partnership

10. USAF Marketing Overview What About the Future? What About the Future? Expand/strengthen PSA program Expand/strengthen PSA program Rationale - why do PSAs? Rationale - why do PSAs? Credible Credible Cost efficient Cost efficient Reinforce paid Reinforce paid They work! They work! Lessons from the trenches Lessons from the trenches

11. USAF Marketing Overview Forging the PSA Partnership Partner Roles

12. USAF Marketing Overview Forging the PSA Partnership Forging the PSA Partnership National Role – AFRS HQs Inform/educate the field on the process Share all campaign information Internet the ideal platform for sharing best practices Wiki- a web browser wih a text editor Wiki- a web browser wih a text editor Blast emails to the field Blast emails to the field IM chat IM chat Blogs Blogs

13. Forging the PSA Partnership Forging the PSA Partnership National Role – GSD&M Understand media mindset Create compelling/high-quality messages Produce spot lengths stations can use USAF Marketing Overview

14. USAF Local Media Outreach Local Trumps National 80% of respondents say local matters Understanding the Audience/Media Mindset

15. USAF Local Media Outreach Will Phone Pitches Work With Me? Understanding the Media Mindset

16. USAF Local Media Outreach There is no FCC PSA Mandate! Don’t believe stations have to use your PSAs. They don’t. You are not alone. Understanding the Audience/Media Mindset

17. USAF TV Distribution Overview Forging the PSA Partnership Forging the PSA Partnership Distributor Role Develop the media 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

18. USAF Marketing Overview Forging the PSA Partnership PSA localization Contact AFRS HQs TV Give them localization information Station/name of PSD/shipping address Tape format for the station/tagging information Tracked via Nielsen SIGMA Radio PSAs are customized Faxback form to be used to report localized usage

19. Targeting Factors: Budget Previous usage Overall – all clients USAF only Geographic coverage Audience & reach USAF TV Distribution Overview

20. USAF Reporting Portal USAF Reporting Portal Enter password/user name Enter password/user name Select campaign name Select campaign name Select executive summary Select executive summary

21. USAF TV Distribution Overview Share actionable reports with field

22. USAF TV Distribution Overview Shared Reel Distribution Bi-annual distribution – 500 Systems 245 college stations

23. USAF RadioDistribution Overview Radio Country Music Time 2,100 C&W stations

24. USAF TV PSA Evaluation Overview Reporting Methodology Reporting Methodology Nielsen SpotTrac Nielsen SpotTrac Broadcast TV only Broadcast TV only All 212 DMAs All 212 DMAs 24/7 365 24/7 365 Affidavits Affidavits BRCs BRCs

25. USAF TV Evaluation Overview Management Summary Management Summary Emailed to clients each month Emailed to clients each month Detailed Reports by Medium Detailed Reports by Medium Exportable to Excel Exportable to Excel Executional reporting Executional reporting Estimated audiences Estimated audiences Demographic feedback Demographic feedback Interactive Mapping Interactive Mapping

26. USAF TV Evaluation Overview Broadcast TV Key Data Trends Broadcast TV Key Data Trends Select campaign to view (Active or Archived) Select campaign to view (Active or Archived) Select medium Select medium Select data source Select data source Select Campaign to Date for cumulative data Select Campaign to Date for cumulative data

27. USAF TV Evaluation Overview Value by Daypart Value by Daypart

28. USAF TV Evaluation Overview Value by DMA Value by DMA

29. USAF TV Evaluation Overview Value by Demographics Value by Demographics

30. USAF TV Evaluation Overview CablePAK Values to Date CablePAK Values to Date 1990-2010 1990-2010 USAF total value: $27.253MM USAF total value: $27.253MM Benefit-to-cost ratio: 178 to 1 Benefit-to-cost ratio: 178 to 1

31. USAF TV Evaluation Overview Total Values Total Values 1992-2010 1992-2010

32. USAF Radio Evaluation Overview “Watermarking” process & BRCs “Watermarking” process & BRCs 2,500 major market stations 2,500 major market stations Software avoids redundancy Software avoids redundancy

33. Applying Lessons Learned Generating Actionable Data Generating Actionable Data Convert non-users to users Convert non-users to users Show appreciation to sustain usage Show appreciation to sustain usage Identify program weaknesses Identify program weaknesses Validate program strengths Validate program strengths Support organizational objectives Support organizational objectives Sustain future funding Sustain future funding “Evaluation for the sake of data collection is a meaningless exercise”

34. Applying Lessons Learned Applying Lessons Learned Fix deficiencies Fix deficiencies Study reports Study reports Determine problem markets Determine problem markets Make media contacts Make media contacts How to place PSAs How to place PSAs http://www.psaresearch.com/psaprimer.html

35. Applying Lessons Learned Length matters Length matters

36. Applying Lessons Learned Applying Lessons Learned Let it Play Let it Play

37. USAF TV Distribution Overview CablePAK & PumpTop TV CablePAK & PumpTop TV Exclusive distribution 12,600 screens Exclusive distribution 12,600 screens Reaching 20 million motorists monthly Reaching 20 million motorists monthly

38. Applying Lessons Learned Applying Lessons Learned Thank the Media Thank the Media

39. Future USAF Recommendations Develop Comprehensive Media Plan Engage the “Old Media” Include New Media

40. Expand Radio PSA Program According to the (RAB) radio reaches: 75 percent of all consumers every day and 95 percent every week 96% of Internet users listeners from 14-21 hours every week, depending upon their age. Radio messages are recalled more frequently than TV - 51% to 38% More mobile; better targeting Future USAF Recommendations

41. Future USAF Recommendations Include New Media Mobile Marketing Develop Comprehensive Media Plan

42. Future USAF Recommendations Include New Media IPod Marketing In April 2007 the 100 millionth iPod was sold Apple shipped 21,066,000 iPods during the 2007 1st quarter, representing 50 percent growth over the year earlier Develop Comprehensive Media Plan

43. Future USAF Recommendations The Future is Digital Stay Abreast of Changing Technology

44. Client Support PSA Research Center/FAQs www.psaresearch.com www.psaresearch.com

45. The Take Away National Roles – USAFRC/GSD&M Understand the media mindset Produce compelling messages Engage the field Apply results to improve outcome Distributor Role Produce strategic distribution Provide actionable data Stay abreast of new media trends Recruiter Role Study reports Make local outreach calls Make your quota! Make your quota!