Americorps PSA Goes National
Clients
America’s Service Commissions
United WaySC
Services
Strategy
Campaign Management
Media Relations
Overview
Community service work is the cornerstone of a just and equitable society, ensuring that essential public needs are met and communities are supported. AmeriCorps, the federal agency for national service created a new media campaign called “What’s at Your Core?” to highlight people volunteering and making a difference. Forty-two State Service Commissions joined the initiative and distributed customized TV PSAs to their state-wide TV channels to get people involved. The Commissions were able to use the in-kind TV advertising revenue as a match for federal grant funds.
Several State Commissions were eager to join the campaign but didn’t have the staff. For several months, Maura worked with the South Carolina Service Commission (part of United Way Association of SC) and the Kansas Volunteer Commission to place the :30 PSA into broadcast and digital distribution – resulting in over $900K of in-kind media airtime.
Our Approach
Working with the two Governor-appointed commissions in South Carolina and Kansas, Maura developed the strategic plans and led the media outreach that aligned with AmeriCorps’ national impact campaign. Each outreach plan began with in-depth data analysis, followed by the creation of tailored pitch materials and messaging, and concluded with targeted distribution and performance monitoring. The strategy included ways to mobilize board members, staff and community partners.
To strengthen visibility and credibility, we secured Commission membership with State Press and Broadcasting Associations, deepening media relationships and expanding brand awareness.We built new relationships with station management and coordinated requests for TV interviews resulting in on-air TV segments. The Commissions reported the increased media exposure boosted employee and partner engagement.
Our Impact
Maura secured close to $1 million dollars of in-kind TV advertising revenue for the Commissions combined: This consisted of in-kind TV broadcasts on 20 local SC TV and digital stations, including ABC, Fox and CBS affiliates; and 15 Kansas TV and digital stations, including NBC, Fox and CBS affiliates.
We built new relationships with station management and coordinated requests for TV interviews resulting in on-air TV segments. The Commissions reported the increased media exposure boosted employee and partner engagement.