TV Access’ Outreach Approach
Television and Radio
Pitch calls and electronic pitch: Within 3-15 days after release, TV Access will call or email stations to pitch the use of this PSA. This typically results in 10% more usage per program. TV Access will develop a detailed report of calls with an assessment of the campaign versus similar PSAs. If the outreach identifies resistance to the PSA’s success, this report will detail options for how to best address those factors.
Direct mail follow-ups: Approximately 45 days after release, TV Access will gather all reporting data and develop a list of stations that have not reported using the PSA. These stations are sent our standard follow-up consisting of a cover letter, a photoboard (radio script) of the PSA(s) and a response card. We generally get a higher response rate with this method, because station employees can respond on their own timetable.
Telemarketing follow-up: Between 75-90 days after release, TV Access will call targeted stations that have not reported on the PSA. These calls will again pitch the importance of the PSA and TV Access will offer to send another copy, so that the gatekeeper can review the materials.
Electronic follow-up: At 120-150 days after release, TV Access will send the second direct mail follow-up for usage information. TV Access will develop a revised list of all stations that have not reported airing the PSA and again send them our standard follow-up.