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Sunday, August 12, 2007

Bay Area UUs buy ads on 'Daily Show,' 'Colbert Report.'

As I mentioned in the previous post, the UUA's Pacific Central District is trying some innovative marketing (for UUs). The YouTube initiative is a do-it-yourself, "viral marketing" approach — and will only cost the district the $250 it is offering in prize money to the winning promotional video. But the marketing initiative the district is launching in partnership with the UUA this fall is much more ambitious.

Highlights: Four weeks of ad spots on "The Daily Show with Jon Stewart" and "The Colbert Report," four weeks of radio spots during NPR affiliate KQED's news broadcasts and "Prairie Home Companion," and a variety of print advertising. Also notable in the PCD announcement is a heads-up about national magazine ads that are part of the UUA's recently announced national marketing campaign. Update 8.13.07: Cilla writes in to clarify that the magazine ads are for the regional editions of those national magazines and are part of the Bay Area marketing initiative, not the UUA's national campaign. Ah, to be a magazine with regional editions!

The full announcement is after the jump:

Cilla Raughley, district executive for the Pacific Central District, writes in the August 13 edition of PCD Currents (formatting hers):

Note that this news comes from our Life is a Moving Target Department. I'm happy to pass the latest tidbits along, but need to remind us all that these things are subject to change, pretty much right up to the last minute. Still, what we know now is pretty exciting.

We had been expecting the campaign to begin with the direct mail postcards, but the amazing work of the UUA's Marketing Director, Valerie Holton, has resulted in our getting four weeks of General Service Announcements on KQED FM, and six weeks on KQKE. The KQED spots will air on their Morning Edition, Weekend Edition, All Things Considered, Prairie Home Companion, and the News programs. The KQKE spots will be on Air America with Thom Hartman, a new environmental show called Green Seed Radio, and the Progressive News Hour with John Scott. I will announce the specifics of the schedule if/when I get that information.

With such a great opportunity to "till the soil" for the campaign, we'll start with the radio spots beginning the week of September 10. All of our 629 donors to the campaign are invited to the Launch Party on September 15, at the Berkeley Church, with the Reverend Bill Sinkford as our special guest. Watch for your invitation in the mail.

As the campaign unfolds there will be four weeks of daily ads on the Comedy Network's The Daily Show, and The Colbert Report! A four-page, four-color newspaper insert (which is beautifully done!) will go out to an estimated 400,000 households the week of Sept. 24. The direct mail piece will probably go out that same week, to 250,000 households. And then, as a sort of double jolt, those same households will receive the newspaper insert mailed directly to them around the week of Oct. 24. This has not been tried before, and the potential impact could be really big.

On top of all this, there will be ads running in GLBT publications, and four national parenting periodicals: Parents, Parenting, Family Fun, and American Baby. Google ads and web banners will be placed on Internet specialty sites, 50 "billboards" will be in BART Stations in October, and our own Regional Marketing gUUerillas will be covering more localized niches in families, GLBT, environmental, and Spanish speaking categories, as well as working in small clusters of two and three congregations to invest some marketing money in their own backyards.

Now that's an interesting bundle of news.

Copyright © 2007 by Philocrites | Posted 12 August 2007 at 9:26 PM

Previous: Pacific Central District's $250 YouTube ad contest.
Next: This week at uuworld.org: The Web and liberal religion.

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7 comments:

Cilla Raughley:

August 12, 2007 11:29 PM | Permalink for this comment

How fun to see coverage of all our hoopla in your blog! Thanks! I do want to clear up some confusion-- the ads in the national magazines that I refered to, as I understand things at this point, will only run in the **regional** issues of those publications (paid for by the money we raised in the San Francisco Bay Area). The Now Is the Time initiative is also looking at the possibility of running ads in national magazines, but that's not what I was citing in our newsletter.

Shelby:

August 13, 2007 12:05 PM | Permalink for this comment

Hi Philocrites,

This is exciting news!

Is there any public information about how the ad buy is being funded?

Is there a link to the copy for the ads or any information about what the content of the ads will be?

Cilla:

August 14, 2007 03:03 AM | Permalink for this comment

The money raised for the outreach campaign for the greater San Francisco Bay Area was entirely raised from the members of our local congregations (and a generous grant from the Hinkley Foundation). Interestingly, we also had a small number of donors from outside of the Bay Area send in checks, even though their own congregations were outside of the marketing area.

The national marketing campaign will be funded by the Now Is The Time capital campaign, including the offertory taken on Association Sunday (October 14). You can read more about that on the UUA web site.

As for the materials themselves, they are still being tweaked, so they're not quite ready for public viewing. I got to see several samples of the print media and loved them all! One of the nice things about these campaigns is that, once the materials are developed, they can easily be used by others.

Philocrites:

August 17, 2007 10:24 AM | Permalink for this comment

More info from one of the congregations involved in the Bay Area marketing campaign: "UU Marketing Campaign Set to Launch" (Unitarian Universalists of Petaluma, 8.15.07).

Here's the regional website for the participating congregations: Unitarian Universalists of the Bay Area.

Philocrites:

September 12, 2007 12:25 PM | Permalink for this comment

Here's UUA.org's "Visitors" page for people drawn by the Bay Area marketing initiative.

Philocrites:

September 23, 2007 09:39 PM | Permalink for this comment

A low-resolution version of the Bay Area marketing campaign's TV ad (scheduled for broadcast during The Daily Show and Colbert Report) is now on YouTube. Hopefully a higher-quality version will follow.

Philocrites:

September 23, 2007 09:42 PM | Permalink for this comment

UU blogger Zachary Drake (of Internal Monologue) and his family are featured in the Bay Area marketing campaign.



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