Making Video PSA Campaigns Now
Like never before, public interest groups and organizations have an urgent necessity to connect with their supporters. The damage of the COVID-19 pandemic has affected every corner of the industrial and communal world so much so that its economic fallout cannot be understated. Perhaps further damning is the fact that the only way to mitigate its effect is through complete social isolation and limited business operation.
When challenged with this, it is the obligation of any government agency, nonprofit organization, or public interest group to pursue all possible means of exposure for both their cause and any useful information that might help the general welfare. One of the chief mechanisms to do so has to be utilizing effective video content and digital media to reach this isolated audience. Let’s take a look at why making video PSA campaigns right now is critical in that approach.
Inform the Public
In such a time of crisis, it is more important than ever for the general public to have as much accurate information as possible to help them make decisions. This can be anything from a short clip showcasing emergency information like testing sites and welfare agencies, to advertising for a fundraising drive, or just to educate on an important issue and calls to action.
This doesn’t necessarily mean your PSA campaign has to strictly inform the public on something COVID-19 related. Like in the case of the Maryland Department of Health who recently announced a video PSA campaign directed at encouraging vaccinations for children, a great example for the Maryland and Washington D.C. video production industries. Right now is simply a great time to help educate an audience that is more enthusiastic than ever to learn.
Reduced Price Or Free Airtime
While it’s no guarantee your PSA video campaign will be picked up for the limited spots that broadcasting networks have pre-funded, especially with the National Association of Broadcaster’s (NAB) successful campaign to rally networks behind their broad PSA collection, there are always local and regional studios willing to help an issue that affects their constituents.
If your organization has stakeholders that need to be informed urgently or if something is exceedingly relevant to a local community, it’s always worth pursuing funded or reduced fee spots to bring that message to a wider audience, meaning the only costs associated would be in the production of the content. Please be advised that usually, these free or discounted spots are only available to nonprofits or government agencies.
Reusable On Social Media
Even if you find you can’t afford the available spots on your preferred networks, that doesn’t mean video PSA campaigns are no longer an option for your organization or agency. It is now so easy to repackage video PSA content into forms that are optimized for social media performance.
Facebook, Twitter, Instagram, and even LinkedIn are all proving to be massively successful options when looking to generate the most exposure possible, especially for issues current and localized calls to action. Consider getting in touch with us now to discuss more about what we can do to improve your digital marketing approach when it comes to social media optimization.
Easy To Produce
With rapidly advancing technology and diversified content distribution mechanisms, it’s easier than ever to produce effective video PSA campaigns. Given the stripped-down nature of the content being delivered, like with a short and simple spot to advertise testing locations, for example, it is especially easy to develop these sorts of videos.
There is also the option of crafting animated content that doesn’t even require risking any COVID-related issues when shooting in close proximity to other talent or crew. Check out some guides for developing effective PSA campaigns like this or this and reach out to us today to talk it over with professionals.
Calculable ROI
Making such a focused effort in a campaign like this means a very straightforward ROI calculation for your organization’s budget. Unlike your broader marketing spending, PSA campaigns usually have fixed timelines and goals related to the specific event being hosted or call to action being levied.
Additionally, there exist plenty of guides to model after for counting what are referred to as “gross impressions” in digital advertising, like this one. It’s also very easy to simply attach a dedicated helpline or specific landing page to track the success of a media campaign digitally, if possible.
Be sure to continue supporting the NAB in its call on Congress to provide additional resources to the broadcasting industry in its fight against COVID-19. We look forward to hearing from you when you are ready to discuss what we can do to help your nonprofit or organization develop the highest quality video PSA campaign from award-winning video content producers at an affordable cost.
