STEP 8: DEVELOP AN ADVERTISING STRATEGY

It is important to realize that each FireFree media vehicle has its own purpose or goal. In a perfect world, we would recommend your program run all four advertising media available. Because we know this may not be possible in all communities throughout Oregon, here are some pointers for how to develop the correct media mix for your program.

Timing
We recommend running your advertising about four to six weeks before your community-wide Clean-Up. If there are additional dollars allocated for advertising, we recommend running ads again during the summer or high fire season to serve as a reminder to residents.

Print
Print advertising is effective in giving residents specific information and details, such as Clean-Up dates and/or contact information. Because print ads are in the newspaper and not broadcast for 30 or 60 seconds like radio and TV, readers can spend unlimited time reviewing the ads. Readers can even cut out a print ad and keep it for future reference.

Print advertising is essential in the media mix for the FireFree program. If you can only afford one medium, run a print campaign.

Click here to view print ads

Broadcast (Radio and Television)
Broadcast works well to spark awareness or help build an image in consumers’ minds through emotionally-packed information. Because a radio ad is 60 seconds and a TV ad is 30 seconds, every detail cannot be said in the spots, which is why print is used to support broadcast efforts.

A major benefit of broadcast is the ability to target the message to key audiences. Each radio station in your community has a certain format and targets a certain demographic audience. You can review your local radio stations’ demographics and pick which stations are most appropriate for the FireFree message. With television, each program attracts a certain demographic or target audience. After reviewing each program’s target audience, you are able to choose where you want your ads to run.

It is very important, especially in the first year of your FireFree program, to build awareness and generate interest. If possible, try to run radio or TV, if not both, along with the print campaign.

Click here to view the TV spot (QuickTime)
Click here to hear the Radio spot (Wav Audio File)

Outdoor
Outdoor advertising, or billboards, is effective in reaching audiences on-the-go with a quick, eye-catching message. Billboards help to increase awareness. Research shows that the viewer has time to read about seven words while passing by a billboard, therefore the message needs to be clear, simple and attention-grabbing.

Billboards must be placed in a strategic location. Don’t just buy or agree to any available location; make sure it is in a high traffic area and is clearly visible from the road.

Although billboards are effective and important to the FireFree media mix, print, radio and TV are higher priorities. If you have budget constraints, billboard advertising would be the first media vehicle to cut from the plan.

Click here to view the outdoor board

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