Writing a media plan is more difficult to do an advertising campaign or marketing. In general, you do not have an advertising budget and no sales because you do not have something to sell.
What they sell is an idea.
So how to get a plan to write an idea to sell, and how do you know if it works or not?
Here is an example from real life: the state and the police where I live in Washington State Patrol wanted the use of seat belts on a new decision of the Act do not promote primary circuit a traffic violation.
This is a classic case. It affects everyone driving or riding in a car. You do not have much budget, if at all. And it is a kind of common. The authorities are still trying to raise awareness of health and safety.
Create a media plan to encourage people to use seat belts, and then compare it with some of the things she has done.
Step 1: Who is the target audience?
The first rule of rhetoric, know your target group.
Who is the public in this case? By not using a seat belt was a secondary offense - so police could not not to shoot, and I quote, because if you yet again for another offense, such as have excessive current speed - only 82 percent of citizens with the seat belt.
Therefore, the goal is 18 percent of it is non-conductive belt. It can be difficult, just east. On the other hand it is more difficult every driver could be in a state of seven million people.
I experiment and try to use a little science. The State Patrol and local police have to follow good values. Sure, it was found that counties and roads have accident rates, where drivers and passengers not wearing seatbelts higher security. Maybe this is a regional thing, with more flexible counties on the seat belts and the townspeople bend before the fight against human trafficking.
The numbers will tell you where to focus resources.
If you really wanted to be a scientist, I test different messages and campaigns in various counties, what works and what does not work to see.
The State Police did a little of both. They had posters and public service announcements (PSA) on radio and television to reach all drivers.
But even fought where someone fired for not wearing a seatbelt, the driver and passengers will receive a warning and a little education about the new law. Not a ticket. A warning.
This is smart. When a switch and began distributing places for people who do not know, the new law would grudge. With a bit of a transitional period where the police were very friendly about it, and be informed only to the drivers about the new law no walks, awareness have encouraged and convince them to start buckled more drivers.
Step 2: Develop a message.
You will not convince people to wear seat belts with system information or statistics. Even if you could, there is no money to send advertising or seven million print and distribute leaflets.
The message should be short, catchy and easy. It can not be three paragraphs long. The fewer words, the better.
They came up with "Click It or Ticket", which was perfect. Court. Catchy. Simple. It rhymed and he tells people exactly what to do and not to do the consequences.
They used a similar campaign drunk driving with the message, "Drive hammered, nailed."
Step 3: Creating awareness and building partnerships
With a public service campaign of this kind, radio stations, television stations and newspapers are happy to help generally in the management of PPE.
They did just that. During the execution of PSA, the local police and soldiers was patrolling the area of the state, the load on television and radio. This meant that the stains are not as smooth and well made as it laid off hundreds of them, rather than some ideal locations throughout the state.
However, this commitment was worth it. If something seems too soft to resist people. They recognized faces and names, your garden, stimulates the spirit of the message and helped to convince people.
It is also wise to help allies and stakeholders, carry the load and get the word. In this case, the local police, Mothers Against Drunk Driving and similar groups are natural allies and stakeholders.
Step 4: Measure the results
I do not know if other regions of the country that you saw and efforts to the use of seat belts was stimulated low.
I do not know the state police patrol and you were smart about tracking the number of alarms and warnings, and they had no confidence in anecdotes and feelings when you worked your media and awareness campaign or not.
They looked at the numbers, and according to the actual use of seat belts. Not only at the beginning of the season, but every year, the number of continuous improvement.
According to the State Patrol have by no cited about 47 000 people per year. However, the rate of people not using seatbelts takes every year, year after year.
In 2010, 97.6 percent of drivers clicked. Washington was one of the worst in the nation for safety among the best. The plan worked.
See also:
How to Write a Media Plan for earned media
How to Write a Media Plan for Social Media
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