APA Public Education Campaign Campaign Event Program Guidelines (2005)
by Public Relations Staff
Below you will find updated partnership guidelines that include specific examples of what should be included in any proposals. We will offer state, provincial and local psychological associations and APA divisions the opportunity to submit proposals for partnership with APA for Public Education Campaign Advertisements and event support as long as those ads or events are in support of APA’ Public Education Campaign. Under a partnership agreement, the state, provincial or local psychological association would contribute 20 percent toward the production, distribution and purchase of Public Education Campaign Advertisements in the local group’s media market in an ad partnership; or 20 percent toward producing materials for -- or promotion of -- an event.
APA would administer the Public Education Campaign Advertising partnership by writing, producing and distributing the advertisements, as well as determining, in consultation with the local organization, the best use of the advertising purchase budget. APA would administer the event partnership by coordinating the materials production and consulting on the promotional activities.
Please note, the available funds for these partnerships will be limited, so proposals will be considered on a first come, first served basis.
This partnership program is intended to enhance your ability to do grassroots outreach using APA’s Public Education Campaign by helping to support local public education campaign activities. Partnership proposals should include a detailed public education campaign activities plan including a program description, activities timeline and budget.
Please contact Luana Bossolo in the public relations and communications department of the Practice Directorate at 202 336 5899 to let her know if you are considering submitting a partnership proposal. Ms. Bossolo can also answer any questions you might have as well as give you ideas and feedback for your overall plan.
Additionally, once you have appointed a public education campaign coordinator for your organization, please contact us and we will add the coordinator to the list we have accumulated to date.
We hope that you will take full advantage of this opportunity, and we look forward to hearing about your plans to help educate the public on the value of psychological services.
APA PUBLIC EDUCATION CAMPAIGN
Public Education Campaign Event Program
Purpose:
One of the foundation strategies of the APA public education campaign is that campaign activities at the national level will be complemented and supplemented by similar activities at the state and local levels. These campaign activities should include all of the elements of the national campaign such as media relations and community outreach activities such as speaker presentations and town hall type meetings, exhibiting at health events, outreach to influential and allied groups, and advertising placements and should include messages that amplify APA’s Public Education Campaign message.
Public Education Campaign materials and technical assistance are available to help state, provincial and local psychological associations, and APA divisions conduct any of the campaign elements. However, recognizing that the purchase of Public Education Campaign Advertising time and/or space may be prohibitively expensive for some, or that producing the materials necessary to hold a campaign event can be expensive, APA is offering an 80/20 partnership program. Specifically, APA will contribute 80 percent to the partnership project and the local entity will contribute 20 percent. The total dollar amount, equaling 100 percent, must be used to place public education advertising or hold events generated as part of APA’s public education campaign and the content of the advertisements and all event materials must be approved by APA. Public Education Campaign Advertising is advertising that educates the public about the value of psychology, as opposed to advertising intended to sell a service or product.
Program Requirements:
1.1 To be eligible to participate in the Public Education Campaign Advertising and Event Partnership Program, state, local and provincial psychological associations or divisions must prepare and submit to APA a proposal which should include:
• a detailed public education campaign activities plan, including a program description
• activities timeline
• budget for the proposed project (see below for specific details)
Program participants are encouraged to contact Luana Bossolo in the Practice Directorate’s public relations and communications office prior to drafting the proposal to both inform APA of your intentions to apply and to get feedback on your plan, 202-336-5899.
1.2 Since the campaign cannot be run effectively with Public Education Campaign Advertising or an isolated event alone, all program participants will be required to implement at least two other campaign activities concurrent with the partnership program. Examples of concurrent activities include, but are not limited to:
• Launch a proactive media relations program with local print and electronic outlets on family relations issues.
• Visit businesses in the area to discuss work stress and offer to do a series of presentations/”brown bag lunches” on the topic.
• Coordinate outreach activities, forums and other events around the Road to Resilience initiative.
• Conduct Warning Signs youth and parent forums.
• Plan a town hall meeting series at the local college about mental health care.
• Staff X number of screening sites for National Alcohol Screening Day in X,Y,Z cities.
• Conduct outreach to physician groups or corporate executives about the value of psychological services.
• Provide a speaker's bureau for senior centers, civic groups about mind/body issues.
1.3 Program participants must incorporate the public education campaign themes and materials into these activities, as well as the underlying theme about the value of psychology. In addition, materials generated as part of the campaign and distributed by APA need to be a part of the activities. A detailed description of activities should be also included in the proposal.
1.4 All activities (Public Education Campaign Advertising plan, community and media outreach activities) should be laid out in a timeline to be submitted as part of the proposal.
1.5 All program participants should submit the final proposal at least three months before the partnership program is to be launched. If the proposals are not submitted with this kind of lead time, APA may be unable to successfully negotiate ad buys or work with vendors to produce materials.
1.6 Program participants must include the actual, total dollar amount to be spent to place Public Education Campaign Advertising if the proposal involves advertising.
1.7 All program participants will be required to include tracking/evaluation mechanisms in the proposal for the purpose of measuring the impact of the overall public education campaign/plan. A report on the results of campaign activities is due within one month of the partnership program. Examples of evaluation mechanisms include, but are not limited to:
• The number of APA campaign materials disseminated.
• Where/how were brochures disseminated.
• The number and type of community outreach activities conducted and the number of individuals reached as part of these efforts.
• The number and type of media contacts made and the number of “households reached” in these efforts.
• Where/how were the campaign booth, posters, information/fact sheets in the campaign kit used.
• The number of practitioners involved in all campaign activities.
• Increased number of referrals.
1.8 All media buys must accomplish a certain level of exposure: gross ratings of at least 200 points per placement and/or a series of print advertising.
Program Specifications:
2.1 If a psychological association or division meets all program requirements, APA will initiate a partnership agreement in which APA provides up to 80 percent of the money for producing, distributing and placing Public Education Campaign Advertisement buys, or for producing materials and providing consultation on campaign events. The total dollar amount, equaling 100 percent, must be used for the purpose stated in the partnership proposal. For public education advertising placed in the top 25 media markets (see attached list), where advertising fees are considerably most expensive, APA's contribution will be up to $50,000. For Public Education Campaign Advertising placed in all other media markets, APA's contribution will be up to $25,000. For events, APA’s contribution will be up to $10,000. After analysis of costs in all media markets, we believe this to be a fair and reasonable way to ensure effective allocation of limited resources.
2.2 The monetary caps above are annual limits. SPPAs, divisions, et al requesting and receiving partnership agreements below the maximum may receive a second partnership during the same calendar year but not within six months of the first partnership and not if the new partnership puts the organization over the applicable limits.
2.3 The formulation of all media buys must be managed by APA. APA staff and consultants will work with program participants to determine the best media buying strategies for their markets and budgets. APA retains the final responsibility and authority for the composition of all media buys and for all material produced in support of an event.
2.4 The local organization may have its name included in Public Education Campaign Advertisement copy and on materials produced in support of an event, but APA’s name MUST be included in all ad copy.
For Public Education Campaign Advertisements, once an overall advertising placement plan has been defined, APA will help you determine and finalize your advertising placement plan and serve as a media buyer, which includes negotiating final placement schedules, coordinating the delivery of tapes and artwork and securing placement confirmation for reporting to APA. If consultants are used to make the Public Education Campaign Advertisement buy, a discounted commission of 10% of the total buy amount will be paid to the consultants for these services (note: the industry standard is 15%). Please note that approximately 60 days is needed from the time information is requested to the start of ad placement. Following outlines the process:
• Your association will identify one individual to serve as the partnership point person. Their responsibility will be to: advise APA upon your initial request if there are particular media outlets you are interested in exploring; review Public Education Campaign Advertisement recommendations with appropriate members and get feedback/approval; secure and send check for partnership agreement; notify members when public education ads will run; participate in an initial consultation with APA public relations staff.
• Once a request for Public Education Campaign Advertising or printing information is received, APA requires a minimum of three weeks to conduct thorough market research and provide placement recommendations. Information must be current since rates change quarterly. Therefore, if you have requested cost information on advertising in your area more than six months prior to your proposal, new market research must be conducted.
• You will be responsible for getting approval from your association for the Public Education Campaign Advertisement buy. APA will be available to answer questions as needed.
• APA will schedule a call with you to finalize your placement plan for Public Education Campaign Advertisements or event plan for events. Once this step is completed, your plan is considered final and cannot be modified.
• Public Education Campaign Advertisement Placement plans must be finalized a minimum of one month prior to starting ad placement.
• Partnership funds must be received two weeks prior to placement beginning and at least three weeks prior to events.
• APA will provide you with a report on calls to the campaign information line two weeks after your placement period has ended.
Sample placement process (60 days):
• Request placement information from APA
• APA provides costs and placement recommendations for review
• APA receives approval to place ads
• Association forwards partnership funds
• Placement begins
2.5 The Public Education Campaign Advertising and Event Partnership Program proposals will be accepted until available funds are depleted. All Public Education Campaign Advertising placements must be arranged by December 15 of the calendar year and at least 30 days in advance of placement.
Submission of Partnership Proposals
3.1 Proposals for partnership should be submitted to:
Luana Bossolo
American Psychological Association
Practice Directorate
750 First St., NE
Washington, DC 20002-4242
ATTN: Public Education Campaign Advertising/Event Partnership Program
TOP 25 MEDIA MARKETS
(in order of market size)
New York City, NY
Los Angeles, CA
Chicago, IL
Philadelphia, PA
San Francisco, CA
Boston, MA
Washington, DC
Dallas, TX
Detroit, MI
Atlanta, GA
Houston, TX
Seattle, WA
Cleveland, OH
Minneapolis, MN
Tampa, FL
Miami, FL
Pittsburgh, PA
Denver, CO
Phoenix, AZ
St. Louis, MO
Sacramento, CA
Orlando, FL
Baltimore, MD
Indianapolis, IN
Portland, OR
