Winner Bronze Apple Award – National Educational Media Network – PSA category
Aired on KGO, KPIX, CBS, ABC Affiliates
The California Historical Society, in an ongoing effort to increase membership and promote awareness of their bookstore, heeded my suggestion to create a digital media PSA for television broadcast and streaming video for their new website. I learned if a well-executed Public Service Announcement appeals to an urgent need, or is culturally significant, it will find very good opportunities for broadcast in San Francisco.
Yet, there are hidden rules for successful PSA broadcast in the City by the Bay. I interviewed a multitude of broadcast programmers at the major stations to learn just what they were most interested in broadcasting. I matched the interests of the programmers with the objectives of the client, and without having to purchase airtime, both PSAs ran side by side with big dollar, agency produced commercials, at peak times.
ROI: In the proceeding months, the California Historical Society was able to report increased book sales of 22 percent and additional membership requests needed to fund their cultural events and offerings. Tracking to identify the viewing of the PSA on television or internet was essential to the positive report.
