The Art and Science of Media Planning and Buying for ONDCP
The primary objective of the media planning and buying process for the Office of National Drug Control Policy is to reach the largest possible number of the targets (youth aged 9-to-18, their parents and key influencers) with the greatest possible number of anti-drug messages in the "best value" media environment. Special consideration is given to diverse ethnic and demographic or other special or hard-to-reach audience segments. The qualitative value of the media environment is often as, or more, important than its sheer quantitative worth.
The precise definition of the target is a key factor in choosing media vehicles. For ONDCP, the youth target garners 50% of the total advertising investment, with youth aged 11-to-13 allocated half of that funding, due to extensive research on attitudes towards and usage of illicit drugs by this very vulnerable segment. Children 9-10 and teens 14-18 are each apportioned 25% of the total youth dollars. Advertising targeting parents and influencers receives the other 50% of the total ad budget, with 20% of the adult investment going towards influencers such as coaches, teachers, counselors, community leaders and mentors, and the remaining 80% towards the parents themselves.
Beyond the demographic parameters, psychographic factors are critical to planning. Our media planners target by attitude as well as demography and geography. Messages focused on heroin or methamphetamine, for example, are delivered in markets where these drugs are a problem.
A wide variety of media vehicles are chosen because each medium offers different benefits. Television uses sight, sound and motion to reach large numbers of people in a visible and impactful way. Radio reaches both youth and adults in an efficient way that boosts the message frequency. Outdoor ads can be used in targeted and visible locations like playgrounds, schools and malls. Magazines and newspapers are highly targeted, speaking directly to their readership in an environment that allows a more detailed message. In-theatre and in-school messages place the communications amid captive audiences where attention is closely paid. Innovative and non-traditional media, such as the Internet, break through the clutter in novel and relevant ways. Overall, ONDCP created a media plan in which communications to the target are ubiquitous, relevant and involving.
Specific and measurable communications goals have been set for this campaign. Messages must reach 90% of American youth at least four times a week. The plan is audited on a regular basis to ensure that this objective is being met across all target segments. If deficiencies are discovered through a precise quantitative analysis, (in reaching Spanish-speaking or African-American adults, for example), additional media is purchased to address the shortfall. As noted previously, the qualitative goals of the media plan are also monitored. Messages are often placed in environments (African-American, Asian, or Native American newspapers, for instance) that multiply the impact of the creative message.
However, the paid advertising media plan is but one component in the overall integrated marketing plan. Collaborative efforts with the entertainment and professional sports industries will be a critical part of the overall communications effort. Corporate participation and partnerships will be sought. Internet and online communications will allow specific audiences to pursue information and connect with the community of resources each user may need in addressing youth substance abuse. Many communications tools will be employed, but advertising is undeniably a key means to quickly change youth attitudes and influence behavior.
One major requirement makes ONDCP's media buying different from that of other commercial advertisers: the demand for a pro bono media match from potential media suppliers. This "match" can take many forms -- from free advertising space or time, to printed inserts and broadcast programming, to sponsorship of community events. But it must be able to be precisely quantified as pro bono value given for paid value received.
The Ad Council serves as the public service clearinghouse for national ads, and will meet periodically with the media match task force to select which PSAs will run as part of the match component. The American Advertising Federation and NASADAD (the National Association of State Alcohol and Drug Abuse Directors) will serve as local PSA task forces. They will screen PSAs submitted by local organizations and government agencies to ensure consistency with campaign messages, and select which local campaigns will be used as part of the match with spot media buys.
Past support of PDFA messages is considered a "tie breaker" in negotiations, but it cannot be counted towards the match. Moreover, media suppliers are required to maintain the same level of PSA support as in the past, and compliance is monitored. Suppliers that refuse to give the match or to maintain their support of historical PSA advertising will not be considered for ONDCP advertising. ONDCP's negotiating partners have generated thousands of PSAs in Phase I of the campaign.
This media match makes ONDCP media planning and buying not only unique, but also revolutionary. Never before in American history has the public sector worked so closely and productively with the private sector to forge a communications partnership that benefits society. Expert media planning and buying by skilled advertising professionals will play an integral role throughout the campaign.