NDSA:Ad Council Call Dec. 21, 2010

Towards a committee-of-the-whole discussion around a consumer-oriented digital preservation “pitch” to initiate a national public awareness campaign

INTRODUCTION

The NDSA the Outreach Committee’s overall goal statement supports a “public outreach campaign” designed to communicate the importance of digital preservation issues. This path of activity was affirmed by the NDSA Organizing Committee during the Dec. 15-16, 201 meetings in Washington, DC.

On a Dec. 21, 2010, the NDSA Outreach group co-chairs held an informational call with Kate Emmanuel, Senior Vice President for Non-Profit and Government Affairs, the Ad Council, to get an idea of the steps the NDSA might pursue to utilize the Ad Council services.

“She (Kate Emmanuel) is also responsible for identifying and vetting new campaigns for the Ad Council and in this capacity, she manages the Ad Council's Advisory Committee on Public Issues. Consisting of leaders in the nonprofit, foundation, corporate fields, this Committee helps the Ad Council identify pressing social issues for its docket.” - kemanuel

AD COUNCIL CRITERIA

She asked us focused questions in an attempt to quickly drill down to the criteria that the Ad Council would use to make a decision about whether or not to work with NDSA on an ongoing public awareness campaign. Here’s what they want to know from us:

• To whom do I want to speak? (Target audience) --She explained that the Ad Council will not undertake a multi-audience campaign. The audience must be a consumer audience and may often need to be focused on a particular aspect of a consumer audience. For example: mothers of small children for a general campaign regarding toy safety.

• What do I want that person to understand? (Message) --As we have discussed the message needs to be brief, convey urgency and be easy for anyone to understand.

• What do I want that person to do? (Action Step) --What consumer services are available now to enable and empower citizen action to express solidarity with message. Example: http://www.digitalpreservation.gov/you/

• Why is it important? (Significance of Issue to Public) --What proof of the significance and urgency to the general public can we cite?

• How is my organization equipped to help? (Qualifications) --Details about skills, resources and willingness of NDSA participating people and institutions; NDIIPP and LOC provenance; NDSA is an act of Congress: http://www.digitalpreservation.gov/ndsa/

AD COUNCIL CAMPAIGN EXAMPLE

Ms. Emanuel suggested that NDSA’s goals might be similar to the “History is in Our Hands” campaign the Ad Council undertook for the National Trust for Historic Preservation and shared some consumer research that she felt might be applicable to our case:

• Life stages or events influence awareness about the importance of preservation Purchasing a new home Becoming a parent

• Key motivators for getting involved Historic places are what makes cities and towns unique. Symbols of who we are and what we stand for. Strong visceral reaction to the homogenizing of America’s landscape. Finality – once we lose it, it’s gone forever

• Most people have an inherent preservation ethic – they hold on to mementos that represent the past and tell their story This ethic does not apply to the preservation of older community buildings The personal connection to an older building or place is not apparent. Preservation is most often associated with national buildings that have major historical significance I.e. George Washington’s home

Here is the outline based on Ad Council criteria for the “History is in Our Hands” campaign:

“History is in Our Hands”

Goals:

   * To raise awareness of the movement to preserve the built environment.
   * To encourage Americans to get involved in the movement.

Key Challenges:

   * Preservation is not necessarily on people’s radar screens
   * Low sense of urgency, vis -à-vis other social issues

Strategy:

   * Show Americans that historic places are an important part of their lives and the lives of future generations and that there are many historic places at risk in “your” community.

Key Message:

   * “History is in Our Hands”

Target Audience

   * Primary Target:  Parents, Grandparents who can pass on the values of preservation to their children.
   * Secondary Target:  All adults who have a preservationist attitude

Call-to-action:

   * Recognize and protect the historical buildings in your community

• To learn more call 1- 800-315-NTHP or visit nationaltrust.org

NUTS AND BOLTS OF WORKING WITH THE AD COUNCIL

Organizations and groups apply to be an Ad Council campaign quarterly. If accepted the Ad Council will identify a partner ad agency to run the campaign and develop all materials. The Ad Council does distribution in partnership with a large and complex set of all forms of media outlets. Costs for the campaign are primarily donated but “base costs” are covered by the organization or group. The minimum length for a campaign is three years and costs approximately 850,000 per year=2.5-3 million total.

QUESTIONS FOR NDSA OUTREACH

• Is there enough value in narrowing and focusing our efforts for a consumer audience with the hope that broad coverage will allow us to expose resources and tools “underneath” the main message? • Do we have the right tools and services (actions) right now to give a consumer audience a way to take action? • Is it worth the cost? • Other?