If you had to write the script for a radio or TV Public Service Announcement promoting Civil Air Patrol, what would you say? How about if it were one focusing on cadet programs?
Ideally, CAP would have quality PSA packages in :15, :20, :30, :45, and :60 increments that would be ready for units to download and distribute through local PAOs to the PSA Directors at local radio and TV stations. PSAs are a way CAP can leverage free airtime in any locality in the US, but I know for a fact that many stations are reluctant to air PSAs that aren't professionally produced.
In an ideal situation, National HQ would produce and make available packaged PSAs. Local unit information could either be added in a pre-determined space or some reference to the availability of "a local unit near you" could be made but still driving people to the national website/phone #. Then units could use these to gain additional coverage with their local media contacts.
There is, of course, the possibility of leveraging contacts in the PR and academic world to get some PSAs produced.
So if you were writing one of these PSAs -- what would be your message? Your hook? What would they say?
Why not simply use the videos that are on National's website? They work just as well without graphics, there's enough narration and such. If you have to, save the flash movies themselves, put them on a USB or something, and give a copy to the respective place, that way they can pick and choose which ones they want to show. All the copyrights are in the videos themselves so that's a non-issue.
Because Flash movies aren't nearly the right resolution or quality for broadcast TV.
My squadron is working with the TV station I work for to produce a series of PSAs built around the idea (which I freely admit we appropriated) that "We do more in two hours than some groups do in a month." I'm intercutting shots of our cadets at drill and PT, SAREX video, awards presentations, etc., followed by contact information both local and national.
When I get them finished, I will share them with anyone interested ... and could even be talked into making custom-tagged ones for your local contact info (it would still by my unit in the videos, though).
I'll keep you posted ...
Jack
Quote from: Brad on April 14, 2010, 09:22:18 AM
Why not simply use the videos that are on National's website? They work just as well without graphics, there's enough narration and such.
Because they're not PSAs. Because they're not set to commercial lengths like exactly :30 or :15 seconds. Because the quality isn't sufficient for broadcast. Because I'm hoping for something better -- something that sells CAP and the cadet program.
And Jack, yes please keep us posted.
I should have included less commentary in my post, I guess. I was really looking for ideas. What would you write for a PSA? What would your primary message be?
I would probably emphasize how you can personalize your CAP experience by choosing from a vast array of uniforms, logos, slogans, and domain names.
>:D
I was approached by Utah Public Radio in February about doing a spot for their "Utah Cares" series. They choose non-profit & community orgs to run 50 sec highlights on. These run throughout the state on UPR for a month. I worked with my Wing PAO once they called me.
They do a 20 minute interview and then condense the responses into the PSA. Listen here:
http://www.upr.org/utah_cares_info.html#utahCaresAudio (http://www.upr.org/utah_cares_info.html#utahCaresAudio)
Look for "Cache Valley Composite Civil Air Patrol"
Sign me up for keeping posted about the PSAs. I have been lamenting that fact for a while now. We know the NHQ Cadet Team is hard at it, but where is the NHQ PA Team?
Quote from: High Speed Low Drag on April 14, 2010, 09:18:47 PM
Sign me up for keeping posted about the PSAs. I have been lamenting that fact for a while now. We know the NHQ Cadet Team is hard at it, but where is the NHQ PA Team?
They're taking a nap. Everyone deserves a nap. When they wake up, Pylon is going to force them into creating a marketing plan, making a nice
style guide, and killing some of the logos, especially the freaking newish triangle thing. DIE, TRIANGLE THING, DIE!
Quote from: JC004 on April 14, 2010, 09:37:00 PM
Quote from: High Speed Low Drag on April 14, 2010, 09:18:47 PM
Sign me up for keeping posted about the PSAs. I have been lamenting that fact for a while now. We know the NHQ Cadet Team is hard at it, but where is the NHQ PA Team?
They're taking a nap. Everyone deserves a nap. When they wake up, Pylon is going to force them into creating a marketing plan, making a nice style guide, and killing some of the logos, especially the freaking newish triangle thing. DIE, TRIANGLE THING, DIE!
JC004 - I'm onboard for a SpecOps mission to NHQ and assinate that (insert words here) THING. We
MUST kill it before it morphs into something else, the fate of mankind is at risk!
A cold chill just went down my spine at the thought of it morphing. I'll be in the corner sucking my thumb and talking to myself for awhile.
+1 on keeping posted on the PSAs, I would love something to appropriately market Civil Air Patrol and to recruit more members, keep us posted.
So... ideas, then?
To begin with, although it was a nice attempt, the "Cadet Life" video must go. In this day & age, pictures to music are a little passé. I really, really, really liked the one "Preview to your Life." We need more like that, only perhaps emphasizing squadron-level activities. I would like to see one geared to aviation, another towards ground teams, another showing cadets that have gone on to high profile stuff (like SM Eric Boe, CAP) ((LOL)).
Quote from: High Speed Low Drag on April 14, 2010, 10:32:12 PM
JC004 - I'm onboard for a SpecOps mission to NHQ and assinate that (insert words here) THING. We MUST kill it before it morphs into something else, the fate of mankind is at risk!
A cold chill just went down my spine at the thought of it morphing. I'll be in the corner sucking my thumb and talking to myself for awhile.
I think it morphed from the conference materials or something. It is already on its path of destruction. I have one - just one - question for those who inflicted it on us: why?
So I just went to our main domain (how many are there now?) to look for video and how my blood pressure is going up. I like "We're There" and "I am a volunteer."
I like the idea of getting a bunch of great NCSA video for PSAs, but the trouble is selling it like these cadets are going to join, then end up doing this NCSA stuff the next day. I've read through the exit surveys that NHQ does. There were quite a number of those "all we did was drill" comments in there.
The message is the question. We've got to drill down from there or NHQ would just make a runaway series of PSA like they have logos and other stuff. So what will be the message without over-selling it?
I agree, that's why we need more activity-type (ground team, aviation, etc) stuff on PSAs vs. NCSAs. I make it clear to our recruits that you have to go to encampment first before ever going to NCSA. It is so sad that all some squadrons do is drill. I belive that (for the most part), drill should be limited to 20 minutes a meeting. There are exceptions - preparing for encampment, color gurd try-outs, etc. But the rest should be other stuff.
We have a hard time finding a few extra minutes to squeeze a little bit of drill in at meetings.
I can't help but think that we should NOT be creating PSAs for such a limited portion of our program as NCSAs. They are such a small part of what we do and such a small percentage of cadets actually do those things that I see it as false advertisement. Which, I think we are all guilty of at some point.
What needs to be sold is the local squadron meetings, where everything happens. If you can't sell someone on showing up each week they aren't going to be able to go to those fancy things in the first place.
So, what parts of our local meetings would be appealing to differing membership categories?
Cadets
Teamwork
Honor
Pride
Life Skills
Leadership Training
Military Insight
Flying
Uniforms
ES
Aerospace Ed
activities
Scholarships
Pilots
Flying
helping kids
helping the community
cool flights suits
neato jackets
Other Seniors
ES
Helping kids
community involvement
Parents
Scholarships
Leadership development
discipline
I think it is difficult to come up with a plan for a PSA without an idea of what you want to accomplish with it and who the audience is.
What we really need is cartoon PSAs like the Coast Guard did... With Cappy and everything. >:D
Maritime Domain Awareness (http://www.youtube.com/watch?v=lwl8K9j4nQk&feature=related), Hoax Calls (http://www.youtube.com/watch?feature=player_profilepage&v=zIkLUVFk6n4&eurl=http%3A%2F%2Fwww.youtube.com%2Fuser%2Fcoryjmendenhall%23p%2Fa%2Fu%2F1%2FzIkLUVFk6n4#!)
I agree the approach has to be on the local squadron adn things that most local squadrons do. That doesn't mean just drill & ceremonies, but that does mean our PSAs shouldn't be heavy on things like flying a glider, traveling abroad, rappelling, and conducting mountain rescue.
So especially for radio PSAs (which are not the same as just playing your TV PSAs without the sound), how do you sell the local program without the visuals? "...Cadets learn to fly, lead,camp, help the community, get in shape, and push themselves to new limits..." or something like that?
Can I have Petty Officer Penny join my squadron?
Here's a PSA from a magazine during the War.
General Jimmy Doolittle says:
"By War Bonds
Join the Civil Air Patrol
Smoke Camels."
It was in color and obviously not paid for by CAP or Jimmy.
While browsing through many of the "music videos...." (no comment) of CAP on youtube, I actually found a good video overview of CAP, about 10minutes long:
http://www.youtube.com/watch?v=EIOvnjNfraI
...been waiting to see if someone posts this one:
http://www.youtube.com/watch?v=FFgd5CxaL68
Quote from: a2capt on April 17, 2010, 06:51:26 AM
...been waiting to see if someone posts this one:
http://www.youtube.com/watch?v=FFgd5CxaL68
Let's go with this one. Get it on the air!
This historical stuff would be great if CAP would claim ownership of youtube.com/CivilAirPatrol and set up a nice non-profit channel. It drives me nuts that we can't do this. I've done it for tiny non-profits.
We have a recruiting oppurtunity next weekend. I think I'm going to take what we have talked about on the board and see if I can make a PSA for my squadron. Thank goodness I've got an actual top-noch video editing program.
Here are some stories--not PSAs per se, but they are working:
http://www.youtube.com/user/CivilAirPatrolPAO
I just did a little test of some video software I have. It is based upon the the older "I am Volunteer..." PSA, but I threw a couple of new pics in and added sq info.
Please do not laugh too hard.
http://www.youtube.com/watch?v=d5ttR7p0JQI (http://www.youtube.com/watch?v=d5ttR7p0JQI)
"I am a volunteer" has some good points, but two things turn me off. First, it's mostly pictures, not video. Second, the original version ended, not with the Civil Air Patrol logo, but with a picture of someone who shall not be mentioned here. (A Red Cross commercial from a few years back gave a similar impression, only said chairwoman was actually doing something, not only posing, and it ended with the ARC logo.)
I just completed two new :30 radio PSA's for the NHQ PA Office. They are currently pushing them up the chain for approval. I own a production company along with 13+ years in the broadcasting/media industry, for those of you concerned about the quality.
Things for PAOs to keep in mind when approaching local radio and TV:
1) For stories, most outlets operate with a "who cares" attitude. And they should. They're trying to please as many people as possible in a short amount of time, which are incredible odds. State your case for why you need the help and provide them with something that is informational and TO THE POINT. No need for fluff.
2) In the case of PSAs for radio and TV, don't walk in expecting the moon and stars. These outlets are multimillion dollar businesses and are only required a small amount of "PSA" time each year to satisfy their license requirements and to maximize profit these outlets will only satisfy the bare minimum because their is no penalty to keep that level and there is no benefit to increase that amount. Give them what you have and hope for the best. Most likely, these PSAs will air in overnight hours and off peak (6a-10a and 5p-9p) during the day on the weekends, do not be disappointed if you don't hear something about CAP in the 5 O'Clock Traffic Jam.
3) Make yourselves VIRAL. YouTube coupled with social media can turn more heads than you think. If your wing/squadron commander will spring for it, grab a Flip HD Video Camera (SRP $150) and invest (for yourself) in a decent home editing system, then document EVERYTHING!! Keep your cadets in the know on where to find the finished product and have them post stuff...it will generate enough conversation that I'm sure you will begin to see your squadron meetings get a little bigger every month. At least on the cadet side
4) Make friends with the newspapers. These guys are usually the most flexible in being able to "give away" space in their publications...plus it looks good to their readers to see them giving back. From stories, to free ads in the paper or online, just ask.
And finally, before you go off and start telling the world how great your squadron/wing is, make sure potential new members will walk into an organization that is squared away. First impressions are everything, if you run an ad in the paper and suddenly have 20+ new people showing up but your squadron is a Charlie Foxtrot, it will all be for not. PUT YOUR BEST FOOT FORWARD!
I've provided companies with media strategy for several years and I'm willing to help you guys out with whatever you need in this arena. Feel free to PM me for my email addy and I'll do what I can to "help the ballclub."
Rick Rutledge
COO - CREATE! Media
-Media Strategy
-Radio Consulting
-Media Production