Situation: Media Solutions has planned, placed and managed a media campaign for the California Department of Public Health – Office of Problem Gambling for the past 6 years. This year’s campaign was tasked with increasing outreach for the 1-800-Gambler helpline. Our multi-media campaign utilized TV, radio, outdoor, print and digital media throughout the State of California. Not only in English but also in a variety of different languages, Cantonese, Mandarin, Spanish, Vietnamese, Korean, and Tagalog.
Target: Adults 18-54
Flight: July 2014 – June 2015
Market: San Francisco, Sacramento, Fresno, Los Angeles, Riverside/San Bernardino, San Diego, Palm Springs, Santa Rosa, and San Jose as well as inland small market radio.
Objective: The goal of this campaign was to reach targeted communities, potential gamblers and those affected by a person with a gambling problem. The media campaign was designed to inform viewers about the Office of Problem Gambling and how they can receive free services to help treat their gambling addictions. Media must reach general market as well as Hispanic and in-language communities.
Tactics: The scope of work for this campaign required the development of a television, radio, print and outdoor advertising media plan that included research and identification of the optimal placement of the advertising message. The scope of work also required the implementation and stewardship of the approved media plan.
Media Solutions was selected to develop, manage and implement a media plan with pre-produced commercials that did not exceed a $1.2 million dollar budget. The campaign was designed to reach all of the major markets in California counties and included Television in both Spanish and English and in-language TV in four California DMA’s. Radio covered the same footprint and included both English and in-language radio for Spanish and Asian-Languages. We also ran corresponding in-language print advertising.
In Fresno we also ran a Request for Information (RFI) campaign with cable which in turn produced a total of 1,547 RFI back to OPG within a total of only 6 weeks. RFI is a great way to be able to track that the cable commercial is being seen and then interacted with and then the client was able to receive contact information for the person who was seeking additional information.
Our Media Magic: For this campaign we were able to deliver over 81% in value added in all aspects of the paid buys placed. This added value was in the form of bonus TV and radio commercials that ran within flight and in areas that we had previously deemed most effective for the campaign, as well as extra print insertions, digital banners, and outdoor posters
Because of our strong relationships with our media vendors, we were also able to deliver PR opportunities as added value, including radio and television interviews, and PSA campaigns, interviews on radio and televisions and public service campaigns.
Results: In total year over year the 1-800-GAMBLER help line went from a total of 22,336 calls in fiscal year 2013-2014 to 34,318 calls in 2014-2015. A total of a 53% caller increase to the help line year over year.
The overall campaign delivered a bonus of $952,553 dollars in added value. The campaign was tailored to run over the high gambling activity times throughout the year but also focused on Problem Gambling Awareness month.
Total Media Delivery Summary and Added Value
Media Cost: $1,171,684
Added Value (no cost): $952,553
Total Value: $2,124,237
Added Value Index: 181%
Media Solutions is California’s premier media buying agency specializing in research, planning, buying, and implementation for all media. Located in Sacramento, the heart of California government.
707 Commons Drive, Suite 201
Sacramento, CA 95825