Q: Is it possible to localize the campaign PSAs to feature local phone numbers, Web sites and partner organizations?
A: You can make the campaign more customized by localizing the PSAs and printed collateral materials, and building a local Web site. KnowHow2GO will work with the Ad Council to add your organization's logo and phone number to the creative materials, but you're responsible for the cost of producing, printing and distributing the PSAs and collateral. For more information, contact the partner helpline at 1-888-716-6382 or partnerhelp@KnowHow2GO.org.
Building a local KnowHow2GO Web site is an activity that has been reserved for our state coalitions. These coalitions have a vested interest in teaming up with KnowHow2GO, but also providing state-specific information on courses, testing and entrance requirements. It is up to your coalition or organization to design and populate your local site – in cooperation with KnowHow2GO.
Q: What is the process for localizing the public service advertisements PSAs?
A: Television, radio, outdoor and print PSAs are available for localization. To begin this process, contact the partner helpline at 1-888-716-6382 or partnerhelp@KnowHow2GO.org. The KnowHow2GO team will then send you the forms and walk you through the process of submitting them to the Ad Council.
Q: How do we order and localize collateral materials?
A: KnowHow2GO materials are available for localization. The campaign style guide, available here, provides examples of how materials can be customized for local use.
To facilitate the printing process, the KnowHow2GO team works with a centralized printer and has negotiated reduced rates on several items. Our printer will ship items directly to you, usually within two weeks or your order. Alternatively, we can provide you with printer-friendly files, if you have a local printer that better suits your needs. To begin the process of localizing collateral materials, contact the partner helpline at 1-888-716-6382 or partnerhelp@KnowHow2GO.org.
Q: What is the process for creating a state-specific KnowHow2GO Web site?
A: Lumina Foundation for Education owns – and will provide to state coalitions – the rights to domain names in the following format: www.KnowHow2GO(Your State).org. You can use this URL to craft a student-friendly Web site containing information specific to your state.
Q: Localizing PSAs and building our own Web site sounds great, but we have limited resources. Are there resources to help us fund these activities?
A: KnowHow2GO is committed to helping dedicated organizations find the resources needed to distribute materials, localize PSAs and build local Web sites. We are happy to discuss alternative funding sources with you as well as support your work to develop proposals for specific businesses, foundations or funders in your community. We also encourage you to develop partnerships with local and state organizations – private and public – that may be able to contribute resources to your effort.
Q: You've provided templates for media materials, but we don't know what to use when. Can you explain, from start to finish, how to spark media interest in an event?
A: The best way to spark media interest is to host an interesting event with students and prominent guests that will impact the whole community. The strategy for engaging media is roughly the same for most events. Start by drafting a pitch note or media advisory, which is intended to pique reporters' interest by giving the who, what, where and when. Send this out to your media contacts three to four days before your event. Then, make follow-up calls or send a press release with details and quotes a day or two before the event.
Q: How did KnowHow2GO develop and test the messages and creative elements of the campaign? I know the campaign is targeted at teens, but I am getting some pushback from colleagues about how it will be received in my community.
- Focus groups held in Tucson, AZ, and Baltimore, MD
- Participants were entering 7th through 11th grade
- All had expressed interest in going to college
- Mix of academic levels; C or greater
- No one in household had attended college
- Resided in low-income households
- Mix of genders
- Mix of ethnicities, including Spanish- and English-speaking households
Focus groups confirmed the messages of the PSAs:
- Students understand the value of college but don't know how to make it happen.
- Students are hungry for “insider information” on how to go – feel that information is not readily available to them.
- Students are insecure about asking for help.
- Students confirmed that the messages in the PSA were eye-opening, inspirational and reassuring.
Additionally, we conducted quantitative research with the target audience. Research confirmed:
- TV and radio executions were considered likeable and relevant by teens from low to mid income households entering 7-11th grade.
- TV ad clearly communicated that the teens should get help navigating through the various stages of applying to college, while the radio ad emphasized going to college.
- Both formats of the ad were successful in creating an interest among these teens to visit the given Web site for more information.
- Respondents liked the TV and radio executions of the new PSAs because of the information given in the ads.