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Goodwill
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Communications
PSA Distribution/Packaging/Evaluation
Helping You Achieve Your Critical Mission via Social Awareness
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GOOD WORK FOR
GOOD CLIENTS
Outdoor Advertising...Reaching People Where They Live, Work and Play.
Consisting of 12-minute news segments, it is delivered daily to nearly five
million teens in approximately 7,000 middle and high schools across the
country.
Sports Stadiums
For a PSA
campaign on USDA’s
Food Safety &
Inspection Service,
we placed PSAs on
Jumbotrons within
sports stadiums, because the goal of this sports themed campaign was
to reach young adults. While the audiences at these venues are not
huge, it is the right audience, and it demonstrates the range of our PSA
placements when we have to accomplish a specific objective.
Outdoor Billboards
Goodwill Communications has placed outdoor billboards for a variety
of non-profits and U.S. government agencies. These include: the American
Beverage Institute, the Internal Revenue Service, the U.S. Navy, the U.S.
Marine Corps, the Consumer Product Safety Commission, and the Social
Security Administration.
By far the most challenging outdoor billboard placement assignment
was for the Social Security Administration, which designed a variety of
different creative messages with the same goal: get people to sign up for
SSA benefits online.
In the past, SSA had
relied on their network of
108 local public affairs
specialists (PASs) in
various markets around
the country to place
outdoor billboards.
However, they were not
able to get photos of the
local placements, which
the national office needed
as proof of performance. Further, and, perhaps more importantly, the
local PASs were not able to provide any evaluation data on where the
billboards were placed and the value of that exposure.
Adding more pressure to the assignment, which we received in mid2013, the placement of boards had to be completed by the end of the
government’s fiscal year – September 30th – giving us two months to
reach the client’s goal.
Largely through the endorsement of the Outdoor Advertising
Association of America, OOHforGood, and our own outdoor placement
director, Jay Schorr, we were able to complete the assignment on
schedule. This graphic shows the topline results, with still more values to
be reported.
Future of the Industry
When it comes to outdoor advertising,
there is no way to put the genie back in
the bottle. The fact of the matter is, we
are going to see more, not less attempts
to reach us everywhere we are, or want
to be. You can see ad posters in restroom
stalls, placed by a firm called the Indoor
Billboard Advertising Association www.
indooradvertising.org. In fact, we have
used them to reach people truly in a
captive situation.
If you go to National Airport in
Washington, DC and get on the Metro,
you will see ad posters wrapped around
the cement columns that support the roof
over Metro stops. You will see ads on the floors of Metro stations;
inside and outside the cars.
Some buildings have been turned into ads; if you go through
security at airports, there are ads on the bottom of the plastic tubs
which are fed through security.
Aboard the
plane, you will
Sign on Metro floor, Washington, DC
see ads on the
backs and the
fronts of the
pull-down trays,
while your
in-flight video
pitches you ads
non-stop.
While we
hate crass
commercialism Column wrapper, Washington, DC Metro Advertising between the up and down escalators
as much as the
next person, if we can get our client messages into these venues
for free, no matter where they may be, we have done our job, and
when that happens, everyone wins.
Resources:
To view Powerpoint presentations on our outdoor placements by
media type, go to: http://www.slideshare.net/dakotabill/newsfeed.
For additional resources on the outdoor advertising industry, go to:
http://www.psaresearch.com/medoutdoor.html
For a more comprehensive article on outdoor advertising, go to:
http://www.goodwillcommunications.com/gc_support_client_cornerframeset.asp?page=gc_support_client_corner-outdoor.asp
___________________________________________________
Good News Year End newsletter 12-12.indd 1-2
GoodNews
y e a r
Bill Goodwill is CEO of Goodwill Communications, a Virginia-based
company that specializes in PSA distribution and evaluation.
A year-end wrap up of campaigns distributed by Goodwill Communications
BRIEF HISTORY
OF OUTDOOR
ADVERTISING
Outdoor advertising can trace
its lineage back to the earliest
civilizations. Key milestones include:
• Thousands of years ago, the
Egyptians employed tall stone
obelisks to publicize laws and
treaties.
• In World War I, James
Montgomery Flag created the
“Uncle Sam Needs You” poster,
one of the
most famous
outdoor
posters of all
time.
• During
World War
II, Rosie
the Riveter
asserted,
“We Can Do It,” becoming
America’s wartime icon for
women willing to roll up their
sleeves and work in factories as a
part of the war effort.
• During the Great Depression a
variety of public service posters
were used to promote economic
stimulation.
REACHING PEOPLE WHERE
THEY LIVEBy WORK
& PLAY
Bill Goodwill
A Resurgence in One of the Oldest Media
Presents New Opportunities
It was written off as a dead industry, particularly
with the demise of tobacco advertising. It has
been called a blight on the American landscape.
Outdoor billboards earned the nickname
“pollution on a stick.”
But things have changed with this medium,
so we’re not talking about your father’s outdoor
advertising. Today, the outdoor industry includes
not just the small 8-sheet poster along your local
rural road. It also includes mammoth signs that
tower above the tens of thousands of people who
pass through Times Square each day. It includes
rolling advertisements on the sides of trucks and
buses. It includes posters at speedways, sports
stadiums, restaurants, shopping malls, airports,
trains and transit stops. Just about any place
where people congregate, you are sure to see
outdoor posters.
Like them or not, outdoor advertising is here to
stay, and the industry has never looked brighter.
According to the Outdoor Advertising Association
of America (OAAA), overall spending on outdoor
advertising grew to $6.7 billion in 2012, the
fastest growing local ad medium, with a 22%
growth in the last decade. Moreover, outdoor ads
are the place to see some of the most creative
work in advertising, perhaps due to the fact
that you have only a few seconds to capture the
viewer’s attention.
In a few words, outdoor is in.
OOH Benefits
Out of home advertising provides several
unique benefits which make it a great medium
for public service ad messages.
First, outdoor is typically available even in
towns that are too small to have a radio station
or a local newspaper.
Second, outdoor posters can provide
exposure down to the neighborhood level.
This may be useful if your campaign is
concentrating on inner city residents, or high
school students.
Third, when used in conjunction with
other forms of outdoor, they can provide
the communications effectiveness of a local
network.
Fourth, public service messages on outdoor
billboards are often available, because
outdoor companies don’t want to have an
ugly blank sign staring at passers-by.
• Due to the early use of public
service messages, the practice
of volunteering free media
time and space had become
institutionalized and the War
Advertising Council was renamed
the Advertising Council.
Today, outdoor advertising
messages can be seen everywhere
we live, work and play, a testament
to the power of this medium to
encourage people to respond.
12/17/13 6:31 PM
To demonstrate what patient
determination and advanced
orthopaedic surgery can do
to help people lead fulfilling
and productive lives, August/
Lang & Husak of Bethesda, MD,
produced five different out-ofhome posters showing how
An AAOS poster at Atlanta Hartsfield airport
people rebounded from serious
injuries. They were distributed to airports, shopping malls and transit
companies
Finally it is an “in your face medium,”
meaning a lot of times you simply can’t miss
the messages, especially if they are all over
a particular venue. Unlike the more transient
nature of broadcast messages, if people
see something that touches them, they have
the time to write down websites and phone
numbers. Try doing that in a car while you
are speeding down the highway listening to a
radio program.
The total number of OOH opportunities is
unknown, however, the graphic to the right
shows the number of outdoor poster opportunities
reported by the OAAA through the current year.
A Mobile Society
Contemporary social trends favor outdoor posters, because
Americans are spending fewer hours at home, where TV, cable,
magazines, newspapers, books, and the Internet all clamor for
attention.
“This past year we placed outdoor PSA posters in just about every
conceivable venue,” says Jay Schorr, director of out-of-home media,
for Goodwill Communications.
“These include street furniture, interior and exterior cards in buses
and trains, shopping centers, airports, and restaurants. In terms of
outdoor billboards, for one client we placed over 2,700 posters at
locations around the country in less than two months, valued at $2.7
million and generating 602 million gross impressions.”
OOHforGood: The Game Changer
People are spending more time than ever in their cars, with daily
vehicle trips up 110% since 1970, and the number of cars on the
road has increased by 147%.
With jet travel replacing trains and bus transportation, many
airports have as much annual passenger traffic as a major
national broadcast network.
Atlanta’s Hartsfield airport, for example, has 90 million
passengers annually, and the top 10 U.S. airports have half a
billion passengers.
Similarly, shopping malls have become cities within cities, and
the largest of them – Mall of America – has 40 million visitors
annually.
Outdoor Public Service Campaigns
“The out of home advertising industry regularly provides free
advertising space for charitable causes, a practice dating back to the turn
of the century,” observes Nicole Hayes, director of communications for the
OAAA. “The industry donates more than $400 million worth of space
to various public service causes annually,” she said. One of the most
popular is an ongoing series of outdoor messages about positive values
and helping
fellow man,
sponsored by the
Foundation for a
Better Life.
Good News Year End newsletter 12-12.indd 3-4
The key to our OOH placement success is largely due to a new way
of distributing and promoting outdoor posters through a website called
OOH4Good.
In 2013, we began working with OOHforGood, which has a webbased platform for posting OOH creative materials.
The site was created to provide a simple means for the billboard
industry to review available PSA materials when they need them,
opposed to
having to
search far
and wide
for non-profit
partners
with active
campaigns. The outdoor
companies
have the
flexibility to
request the
size, quantity
and designs that best match their current needs and issues that most
effect their communities. “Unlike the old model which required non-profit PSA campaigns to
produce large quantities of very specific sizes and materials before
they had orders for them, OOHforGOOD is backed by the largest
OOH printer in the country which can produce the exact materials
being requested by their customers,” said Leith El-Hassan, who created
OOHforGOOD. “Companies can easily visit a website to fill their
shopping carts with the campaign materials that will soon be posted in
their communities.”
Overview of Client Campaigns
American Academy of Orthopaedic Surgeons (AAOS)
We have worked with the AAOS for 12 years, distributing PSAs
in all media. In 2013, we greatly expanded our OOH efforts on
their behalf.
RESULTS
# of
Venue Posters
Airports (12)
68
Shopping Malls (61) 200
Transit
80
Totals 348
Value
$501,850
$222,195
$91,477
$815,522
*Reach (audience) x frequency calculated for 1 month of exposure
Impressions*
76 million
279 million
18 million
373 million
Consumer Product Safety Commission
Each year the CPSC
distributes a national PSA
campaign to address the
issue of Swimming Pool
Safety. In our first year of
working with the CPSC,
our mandate was to place
as many OOH posters as
our budget permitted in
four “sunshine states” of
California, Arizona, Texas
and Florida. Another
goal was to engage the
Washington (DC) Metropolitan Area Transit Authority (WMATA) in the
campaign, in an attempt to place posters on both buses and metro trains in
the nation’s capital.
RESULTS
Venue Billboards
WMATA
Transit
Totals
# of
Posters
470
325
152
947
Value
$547,182 $ 27,706
$113,760
$688,648
*Reach (audience) x frequency calculated for 1 month of exposure
Impressions*
166 million
10 million
40 million
217 million
Substance Abuse & Mental Health
Service Administration
In 2013, we launched a campaign on underage drinking for
SAMHSA, which was aimed at parents as the primary audience.
Secondary audiences included legislators who approve SAMHSA’s
budget; the education and treatment community; and SAMHSA staff.
These factors, coupled
with a very limited budget,
dictated that we focus our
OOH placement efforts on
the Greater Washington
DC Metro area.
RESULTS
Venue Airports
Shopping Malls
Transit
Totals
# of
Posters
25
34
277
336
Value
$334,875
$ 40,800
$149,775
$525,450
*Reach (audience) x frequency calculated for 1 month of exposure
Impressions*
15 million
24 million
21 million
59 million
Other Place-Based Venues
Supermarkets
Increasingly, we are seeing
TV monitors everywhere people
congregate. By far the retail TV
network with the largest audience is
Walmart’s Checkout Channel.
This channel is in 545 big box stores
reaching 93 million shoppers monthly.
We placed TV PSAs on the Checkout Channel for Volunteers of America,
American Academy of Orthopaedic Surgeons, and the Entertainment
Industries Council.
Airports
CNN Airport is a satellite television
network owned by Turner Broadcasting
System, a division of Time Warner.
The service broadcasts general
news, weather, stock market updates,
entertainment, and travel content at
2,000 airport gates across North
America. We have placed PSAs on CNN Airport for a half dozen
clients.
Gas Stations/Convenience Stores
PumpTop TV is a unique network comprised of LCD display on top of
gas pumps located at service stations and
convenience stores nationwide. It delivers
more than 12 million monthly impressions
on 6,118 high-definition LCD screens to
captive audiences of motorists. PumpTop TV
used our Social Security TV PSAs at 685
stations and on 5,935 screens in the top
25 DMAs, generating 112 million Gross
Impressions during a four week period.
Medical Venues
We have placed various health-related
messagaes for our clients on: CNN’s
Accent Health Network; Healium TV, which
has TV screens in physician offices; and on
HTV, a TV network reaching patients and
staff in hospitals.
Our client PSAs have also been used
on The Medical Broadcast Network (MBN), which broadcasts its content to
nine million physicians, 14 million nurses, five million healthcare workers,
89,000 hospitals, 16,000 universities and medical schools.
Schools
For Volunteer of America’s Action
Team, a program in which major
league baseball players act as mentors
to teens, we placed their TV PSAs on
Channel One.
12/17/13 6:31 PM