Case Study: National English & Spanish Broadcast Campaign

National English & Spanish television and radio PSAs generated broad national awareness to reach a mass audience over the course of 12 months. Given this important issue impacts all communities it was critical to raise as much awareness nationwide as possible.

  • Client: A government agency focused on U.S. security
  • Objective: Drive public awareness about indicators of terrorism and the importance of reporting suspicious activity
  • Target Audience: All Americans including ethnic communities

Strategy & Results

Combined English & Spanish PSA Results

  • 91,000+ airings
  • 309+ million impressions
  • $11.5+ million in donated media value

Key Highlights:

  • National English-language TV PSA coverage on Fox News Channel and Fox Business Network
  • 74% of English TV airings occurred during “waking hours” with 5% in Prime Time
  • National English-language TV and radio PSA coverage in top mainstream and Hispanic media markets including New York, Los Angeles, Chicago, Philadelphia, Dallas, Washington, DC, San Francisco, Boston and others
  • National Spanish-language TV PSA airings networks such as Mexicanal as well as on Univision and Telemundo affiliates across the country
  • 80% of the airings occurred during “waking hours” with 6% in Prime Time
  • Spanish-language TV and radio coverage included areas with large Hispanic communications such as California, Texas, Florida and Arizona

About The Author

Julie Ellman

Julie Ellman is a Partner and Senior Vice President at Connect360 Multimedia in the Bay Area office. For over 25 years Julie has been a strategic media counselor for all types of nonprofits, associations, government organizations and PR/marketing firms.

About Connect 360

Connect360 is a leading media placement agency driving measurable results for some of Charity Navigator’s highest-ranked nonprofits, well-known associations, government agencies and public relations/marketing firms.

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