Research and Evaluation

Advertising Concept Development
We start with the research portion of a new advertising campaign, (as we do with all our clients), by listening reading and sharing our thoughts. As a first step, we would thoroughly evaluate the in-depth research reports with particular focus on the conclusions and their implications. In addition, we would gather available secondary research that includes advertising media searches, requests for information and background research on organizations and industry groups. The purpose of this work is to understand and uncover the key findings from past research, so as to not “reinvent the wheel” but to build upon best practices, past investment and insights gathered. We often recommend expanding research findings with secondary research, utilizing the Internet, Lexis/Nexis, past survey research and other commercially available search data, to discover past learning from similar communications programs. This often requires researching documents and information sources, reviewing relevant material, synthesizing the findings and then putting together a written analysis and plan to support the required outcomes and objectives.

Should primary research be necessary, we utilize a wide variety of qualitative and quantitative research techniques. We would recommend qualitative research as a tool to identify that the initial messaging approaches convey the appropriate and intended communications elements. We have utilized different methodologies for achieving this insight, including mall intercepts, focus groups, telephone interviews and online research. Qualitative tracking research is also a part of our research portfolio and offers clients an opportunity to review over time how their communications programs are making a difference against their key measures. Telephone interviews, mail questionnaires and online audits provide the best sampling tactics.

Communications Audit and Brand Assessment
Another critical step is having PlowShare, as an outside/independent expert, evaluate existing communications materials (advertising, direct mail, collateral, press releases, letterhead, promotions) for communications clarity, consistency, production value, and a range of other factors. Successful brand management calls for clear, cohesive, consistent, and compelling use of the brand across all of its applications. We will also evaluate how to uniquely differentiate your brand from your competitors and make recommendations accordingly.

Develop a Communications Plan
The development of a sound communications plan is critical to the success of the program. The PlowShare Group will add structure and expertise and lead the process in identifying and prioritizing the Objectives (what you seek to achieve), the Strategies (how you are going to get there), the Target Audience (defines who you are trying to reach among key segments within the general public), the Tactics (the specific program materials to be deployed), and Evaluation (measures of campaign effectiveness). Some or much of the information and thinking already exists within the efforts you have already completed. However, the challenge is to pull it together in a usable, cohesive form and to have us re-affirm or possibly revise the objectives given our experience.

Develop a Campaign Strategy and Strategic Positioning Statement
Upon completion of the Communications Plan, PlowShare will develop a complete campaign strategy for review and approval. It will be based upon the needs as defined in the research and as informed by the communications audit and guidance from the those involved in the restoration campaign. The strategy will define the advertising media to be used, the copy strategy, the political issues to be considered and any other issues that may impact on the campaign. This phase is clearly a joint endeavor and we encourage and value client participation.

Creative Concept Development
PlowShare has expertise in developing, producing, distributing, and placing TV, radio, print, out-of-home, and online PSAs. Unlike “general” advertising agencies, PlowShare understands the necessity to create advertising that meets the needs of a “dual target.” By dual, we mean first and foremost the media gate-keeper, who is the initial target. It is only with his or her support that the ultimate consumer gets to see or hear the PSA. We typically see Public Service Announcement ROIs migrate between 70 to 110 to 1. Therefore, for every dollar spent in advertising development and advertising distribution to the media we might expect to realize between $70– $110 in donated media exposure. Specific for our clients' campaign efforts, PlowShare will create a full range of potential radio and print Public Service Advertising concepts (not finished ads, but headlines with key visuals) that are first to be tested among the consumer targets, to identify the most appealing and effective approach(es). Once the "winning’ direction" is known and validated by research, PlowShare will further revise and refine the work into finished advertising. In addition, PlowShare will preview the intended advertising approach —with select media gatekeepers — and solicit their feedback, addressing and thus preempting any in-market concerns or issues that they may have.

Pre-Production Advertising Concept Testing
The agency will use prototype materials (concepts) to share the advertising materials with members of the target audience in small groups. In the focus groups, people will be exposed to the proposed messages and their reactions gauged. Several alternative approaches will be tested and reactions measured to the various concepts. Client representatives will be invited to observe the groups. A professional moderator (not from the agency staff) will be engaged to ensure objectivity in the research. Based upon the research results, concepts will be modified, killed or pursued.

Create and Produce Multi-media Products to Support Campaign Strategy
This is the final stage of production. Prior to production, the client's staff and legal consultants will approve all materials. The production will also be preceded by the development of production cost estimates identifying the cost of producing each element. We realize that as important as each campaign is, there are also budget constraints that must be adhered to. Client approval of the budget is critical. Once production budgets are established and a timetable produced, production will begin. We have extensive experience and quality production resources to create materials for any or all of the following advertising media:

Television
Long Format Promotional Videos
Radio
Print
Web
Out of Home (Billboard, Transit & Airport)
Other advertising media as determined by the agency and client