Start Building Your Campaign

Check off these 10 steps to kick-start change in your community!

  1. Objectives: Outline your desired goals for you media campaign.
  2. Budget: Determine your dates for implementation and budget range.
  3. Target Market (geo and demographic): Define your target market by location and demographic characteristics. For example: Underserved populations across the state of Maryland with a special emphasis on individuals 18+ in rural locations.
  4. Metrics: Determine the data you will need to capture from the campaign and provide to stakeholders to support the success of the campaign. This might  include impressions, airings, website traffic, banner clicks, etc. PSN will assist you with the availability and reporting requirements.
  5. Media Channel Selection: Choose your media channels in accordance with your budget, target market and desired outcomes. 
  6. Media Production: Produce your media for distribution via your selected media channels. Make sure that the media is professionally produced and     includes a call to action that directs the target audience to a landing page or website where they may receive additional information.
  7. Media Licenses: When producing your media content, make sure that you or your producer secure “all rights in perpetuity” for any licensed works such as the use of any talent appearances or recordings, music beds, stock video or images, etc. This should not be an issue to secure with the talent or owner if requested prior to production.
  8. Reporting: Your media channel selection will come with  a reporting schedule. Discuss your options with a PSN representative.
  9. Purchase your Media: Contact a PSN representative to finalize your purchase and discuss campaign time frame.

  10. Launch Your Campaign

    Launch the program by providing PSN with the following depending on the media channels to be used:

    • If you are a nonprofit entity, please have your 501c3 tax documents available at the time of order.
    • Audio and video scripts.
    • Digital files containing the media content, such as video, audio, digital banners, billboard creative, etc.
    • Program type and start date.