The most recent phone/chat conference was in part about the direction the ad campaign should take. Broadly speaking, there are two issues:
- how aggressively to promote the ads
- where to run them
The first issue is related to the familiarity viewers have with the topic — is language used in the ads such as “Congratulations” or “Don’t Let Our Constitution Die” too esoteric, too “inside baseball”? (For example, “FISA” is not defined in the “Congratulations” ad.) If so, that may argue for a limited rollout of the current ads, and the development of a new, more easily understood educational message.
The choice of which markets to place the ads in depends (it seems to me) on what goals are being pursued. For example, if Representatives or Senators can be identified who seem persuadable about reforming/restoring FISA, that might argue for buying ads in their congressional districts or states. The list of cities where SaysMe.tv can run our ads is:
New York, Los Angeles, Chicago, Miami, Cincinnati, Cleveland, Bangor (ME), Charlotte, Columbus, Dallas, Dayton, Denver, Detroit, Green Bay, Indianapolis, Las Vegas, Kansas City, Minneapolis-St. Paul, Orlando-Daytona Beach, Philadelphia, Pittsburgh, Raleigh-Durham, Reno. St. Louis, San Francisco, Savannah, Seattle-Tacoma, Spokane, Toledo, Washington DC, West Palm Beach – Ft Pierce, Atlanta (2/1/09), Boston (2/1/09)
The recent TV appearances of former NSA worker Russell Tice makes me wonder if it’s possible that our ads might inspire others like him to blow the whistle on the NSA warrantless surveillance program. If so, continued or perhaps specially rewritten ads in the DC area and other NSA locations might be worthwhile, wherever they are — e.g., Fort Gordon, GA (Augusta), Bridgeton, MO (ATT facility), etc. — if served by one of the media markets listed above.
Alternatively, perhaps outreach to certain audience demographics might be best — e.g., Comedy Central for younger, politically engaged viewers, Fox for conservative viewers. Either way, ad rollouts in local markets will be even more successful if they’re accompanied by press releases like the ones Patrick Bruckart sent to local Virginia papers about the “Congratulations ad.”
What do you think? (Links to ads and news stories to follow)