Media Campaign:



Media Campaign:

RADIO:

Radio stations use Arbitron’s local and regional radio ratings services to demonstrate the value of the audience to advertisers for more effective decision making about where and when to advertise. The JCPHS was then able to make more effective radio buys and target consumers more precisely. For example, the month prior to Christmas a local radio station plays only holiday music. The station knows that this is played in many offices and businesses in the area and being a heavy time of the year for shopping more people will hear the messages on that station than others. Even though this station normally has a small market share the reach during Christmas-time is high. To maximize this JCPHS concentrated the media on this station for one week. During other weeks the JCPHS placed ads on 5 local radio stations for a total of 292 spots running during highest listening times such as the drive home. The total costs for radio ads were $2,500 but due to the buy one get one free agreement $5,000 worth of ads were obtained. The attached ads show a progression of ads as the clinics proceed throughout the month. Ads will be continued as more clinics are scheduled.

TELEVISION:

Television stations can share statistics of the viewership for the station and even particular television shows. Examining this data is crucial to a successful campaign. For example, if the target is pregnant women, a good television show to advertise around would be Baby Stories. The JCPHS selected all varieties of television in the community using 14 different stations, both on cable and over the air. These stations will run a total of 539 spots in a three week time frame. The total costs for television ads were $9,000 but due to the agreement of buy one get one free, $18,000 worth of ads were secured. The JCPHS purchased ad time during high viewership times for each station particularly evening news, prime time and early morning news. With buy one get one free agreements, ads are also run at other times as well. These ads targeted the clinic dates and times and change each week to feature the clinic during the week and then on that specific day even more so. An example of these ads can be viewed here:

JCPHS also utilized the Weather Channel crawl at the bottom of the screen as part of the campaign. This was a bonus for purchasing ads with the Time Warner Cable Company. The crawl contains the following information:

“Flu season is not over; fight the flu, get vaccinated.  Jefferson County Public Health Service offers H1N1 and Seasonal flu vaccine for ages 6 months and older every Wednesday 12:30-3:30 as well as free H1N1 clinics throughout the county. For more information call 786-3720.”

NEWSPAPERS

Jefferson County has one main newspaper that serves the tri-county area that has 73,300 daily readers. Three weekly newspapers in smaller communities are published as well. The campaign was extended to include the main newspaper with an ad prominently displayed in the local section. The ad ran daily for one week to advertise a number of specific clinics. For the community clinics an ad ran every Sunday to advertise all the upcoming clinics but prominently displayed the clinics that were coming up that week. Ads are attached.

INTERNET/SOCIAL MEDIA OPTIMIZATION

Being online is becoming a larger part of many everyday lives. Seventy percent of adults in the US use the internet (Pew Internet and American Life Project Survey; December 2006). Using the internet as an outlet of this campaign was strategic to reaching the priority population of less than 24 years old. Many of these venues have no charge to use. JCPHS utilized Facebook and local internet discussion boards to advertise clinics.

Community partners of the JCPHS used their own Facebook and Twitter pages to increase the reach of the message. Emails were used to reach groups that JCPHS already had connections with. Emails were targeted to those working or living in or near a given community clinic. Local email list serves were utilized to spread the message to those participating and requested that flyers be printed and posted at the receivers’ location. was also used to advertise clinics on the day of each clinic.

The local radio and television stations have internet companion sites that feature all news stories. This maximizes the reach from media releases that are picked up as news stories. Doing news releases enhances the coverage of clinics by getting media to cover stories in their own medium, as well as online.

Additionally, ad space was purchased for a total of $1,240 on the two largest internet news sites in the county. One of these, a local news blog, receives over 100,000 hits per day! The other is a companion to the local newspaper. Both ads on these sites utilize the Flu Finder system with clickable links.

VISUAL ADS

Bus ads were developed and placed on all 5 City of Watertown buses. These ads encompass prevention messages that include vaccination. Bus ads began December 17th and will be running at least through February 16th. JCPHS strategically placed these ads on the street side and rear of buses for maximum exposure. Again, utilizing earned media strategies, the company placed our ads inside buses at no charge.

The pictures below depict the bus ads. When the bus ads are finished we will be able to retain and use these posters for annual future flu messages. The total costs for printing and advertising on the buses was $1,780.

JCPHS targeted messages to religious leaders in each community by mailing posters and talking points that they could use to encourage parishioners to be vaccinated and prevent the spread of influenza.

Flyers advertising clinics were sent to senior meal sites and housing complexes in each community. Posters were given to worksites to place in visible locations and were placed in libraries and post offices in each community where a clinic would be held. Flyers were distributed to the area Chamber of Commerce and to the four local chambers for each community clinic. Each chamber then sent the flyer out to their membership. Schools in each area also placed posters in prominent locations for visitors. Flyers were developed with all clinics scheduled at that time and also for individual clinics to be posted in the area of the clinics. An example of a flyer is attached.

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