Grassroots TV ads for Iowa - It's on

[enjerth]

This is a good example at what we're thinking:



Except turn it around "more Americans are out of work than ever" etc. We need vetted statistics to weave into the script that give credibility to the overall message. First 30 seconds would give examples of the bad shape the country is in (problem), the final 30 would be about Ron Paul (solution). Ron's name is not even mentioned until after the 30 second mark...you will have no idea this is even a political ad at first. 1st half: grab people's attention, 2nd half: tell them about Ron Paul. We can hire voiceover talent that will sound very similar to the ad above.

How about using the first 40 seconds of that, quoted verbatim, maybe speed it up just a bit to get it all in 30 seconds. Then, "That's how it might have been, today, if only we had listened to one man just 4 short years ago." Queue Ron Paul clips.

 

[Deborah K]

Bang for the Buck, I think GMA and News at 6pm are the best runs. (Also, Natl Cable options are too costly)

Have we progressed to the point of someone starting a ChipIn for this?; and do we have any prototype videos, even if they are "Plan B" videos at this point?

Budget: Just guessing we do both GMA and News at 6 (for example) that's 350 a day for say the 10 business days leading up to Ames? Is a $3500 min budget accurate, or can it be done as 5 business days prior to Ames for $1750 (if that's all we can amass)?

If we are doing this for Ames, we need to begin funding very soon.

Yes, the goal is to start ads for Ames. Right now I am getting prices for ABC,CBS,NBC, and Fox. Still looking for MSNBC and CNN in that area. We need to decide who the target market is - likely republican voters who, ideally, will vote in the straw poll? That is why advertising will be done within a 100 mile radius of Ames. We don't have the resources to do any market analysis, but I figure we can find out what programs likely republican voters watch. And then we can plan a budget. And yeah we should probably start talking about funding.

Before Chris can start, he needs a script. The voiceover and music are already in the works. We need to come up with a script for a 60 second ad. The first 30 seconds will be about the condition of the country: foreclosures, unemployment, failed businesses, inflation, wars. The second part of the ad will be about Ron: his experience, his predictions, his record, his philosophy, his plan for America. It seems like a lot for a 60 second ad but if anyone can do it, RPF members can. And remember, pictures can speak 1000 words, so while a voiceover is being general, specifics can be covered with pictures of out of business storefronts, foreclosure signs, etc.

So, let's get this party started, shall we?

 

[Tarzan]

I remember Steve saying something in chat about direct-mail bringing in more votes per $$ and that TV ads weren't all that cost-efficient.

I rather strongly disagree with Steve's assessment... and there is some evidence in the other direction as well. Please excuse me if I don't remember all the details correctly. During the last election the campaign ran an "infomercial" in Iowa that was 30 minutes long. It focused primarily on RPs stance on abortion (without being overt). It was not well produced and only ran one time. But, almost overnight RP went from 4% to 11% in the polls (actually, I think the polls were three days apart). To me, that is significant! Now, I know that these are much shorter... but they can be carefully targeted to get the best coverage of the target market.

I have a few suggestions and thoughts and would appreciate any feedback from the folks running this project.

1. Try to find someone with experience in ad traffic... placing and scheduling ads is an art/science and if we have someone on the forums who has experience doing this they could be a good addition to your project.

2. Consider a female for the voice over work... especially for the pro-life stuff... (one mother to another type pitch)

3. Use shorter spots (30 seconds) and focus on a single issue germane to the target market. I think the pro-life issue is very important in Iowa in particular. In general the ads might be more effective as single issue ads. If we try to get too much information across in a single spot it could be overwhelming to the view. But, a single issue spot could capture their attention... then, direct them to where they could find more information about that issue and others.

4. An informational and supportive website should be created. It could cover RPs stance on the issues... and be used to encourage action and contributions for running additional spots... or even other endeavors.

5. Find a "sugar daddy" to fund the effort... or, thanks the the Supreme Courts ruling, a corporation. This might get things off to a quicker start. I don't know of any candidates for this... perhaps someone else does.

6. Get some sound research on the issues that matter to the target market. The pro-life stance, strong national defense and economic issues should play well in Iowa. But, this is just my impression and we need some hard facts. Some "what matters to you" and "how strongly" polls might be useful. The numbers are probably out there, they just need to be researched.

7. Determine the objectives of the spots... do a real "business plan" type of consideration for the results that are being attempted. For example, spots for the straw poll would need to be quite different from spots for the primary. The target market is different and we would be looking for different results. Be results oriented in creating and placing the spots. Think about "what results we want to achieve" then create and schedule the spots to get the best outcome. We have to keep in mind that the spots are not necessarily for 'true believers"... they are to win converts and get the audience to do what we want. (standard marketing stuff and a little jaundiced, I know... but that's how this junk actually works)

If the project leaders are interested in the single issue approach please let me know and I will work on ideas and scripts in that direction. A win in Iowa is critical (notice how I did not say "a good showing") and I think this (running media spots) is an important effort the campaign is not addressing.

We need to support and fund the campaigns effort in Iowa (see link in signature) but I think this is very important as well and we need to make it effective... and make it happen.

 

[Deborah K]

Thank you, Tarzan. Excellent work!

 

[RonPaul101.com]

4. An informational and supportive website should be created. It could cover RPs stance on the issues... and be used to encourage action and contributions for running additional spots... or even other endeavors.

5. Find a "sugar daddy" to fund the effort... or, thanks the the Supreme Courts ruling, a corporation. This might get things off to a quicker start. I don't know of any candidates for this... perhaps someone else does.

#4, Great Idea. Perhaps include on the site the "next" ad we're attempting to fund along with a link to contribute.

#5, Euro Pacific Capital Inc. as a possibility; but I'm just guessing.

 

[rbohlig]

I was thinking more along the lines of his corporation, not just him individually. Also it would be nice to know if he is talking with other Fortune 500 leaders and to see what their responses are.

Think about the nice contrast in that one:
Ron Paul gets corporate donations from an entreprenurial website whose goal is to save ordinary people money in these tough times.

Mitt Romney flies to Europe to rub elbows and fundraise with the creators of the financial collapse.

 

[svobody]

Yeah... hitting up the overstock guy isn't a bad idea. He can basically give unlimited money to non campaign affiliated efforts, right?

 

[Deborah K]

He has likely maxed out as he said he did last time, so the CAMPAIGN can't reach out to him. Uncoordinated efforts could, however.

Well then...that means he can donate to our commericials!

 

[Deborah K]

Anyone know how to reach him?

 

[svobody]

Anyone know how to reach him?

A quick google turned up [email protected] as a possible email address. It's worth a shot, the guy was the largest political donor in Utah from 2003-2006, he certainly has deep enough pockets.

 

[Billay]

Just from what i've noticed so far some of the buzz words seem to be "honest" and "leadership".

 

[Billay]

Adult Swim would be a waste of money.

 

[svobody]

Look, there are a lot of benefits to the grassroots doing some tv ads:
1. Money contributed to this doesn't count against the FEC campaign contribution limit AFAIK
2. Speed. This cuts out all the bureaucracy that is involved in a campaign, no matter how streamlined it is, and we can get this moving rapidly.
3. Creativity - crowdsourcing an ad is going to give us something different from any official campaign ad. This can be good, this can be bad, but it's the only way we'll get this creativity.
4. Negativity - we can use our ads to take shots at other candidates, and generally speak in a different tone from the official campaign. We can run some attack ads if we want. Say we want to point out some of Bachmann's inadequacies - you could do this without even mentioning Ron's name in the ad, AFAIK. The campaign isn't going to do anything like that.

 

[KatieForPaul]

Hello everyone, I'm currently under my fiance's screen name. In the future I will posting as ron paul nyc liberty HQ (can't post yet due to pending approval) so keep an eye out for me under that account name over the weekend. I was directed to this thread by RonPaulHawaii from NYC liberty HQ.

I might be the guy everyone's looking for. I'm a media planner here in NYC at one of the major agencies. I've done plans for major and local advertisers (Hershey's, Legg Mason, local Casinos.. to name a few.) I have advertising data available and tons of research at my finger tips. I would love to put together a plan for this or provide direction where I can.

First off I would not recommend contacting any media companies yet, as they will eat you alive and inflate the rates because they know you are most likely unfamiliar/uneducated in media. Make/create a temporary agency, or contact a local agency in Iowa(or anywhere) and work out a deal. I say this because, if you buy through an agency (or say you are a media buying agency, create one etc.) you receive a 15% commission, or discount, however you want to look at it. These media buying agencies will/should cut you in on most of the commission. My current client receives 12% of the commission in the form of a discount as well as takes advantage of the negotiation skills we provide. Second, pricing is crucial, with the right money you can leverage your buy and negotiate the rates. If any of this is confusing, I'll be happy to elaborate and answer any questions. So, before you get into pricing etc, I would suggest taking this media planning process in steps.

First understand and define the target audience. Since the current focus is winning a republican primary, the target is republicans voters. Based on research I've collected, 70% of primary republican voters in the last elections were 50+ years of age. So I feel it's safe to say, to make an major impact, the target audience for this effort should be adults 50+ (I'll call this A50+).

Next, understand where the A50+ consume their TV (broadcast, cable, etc.). I need to do some research for Iowa tomorrow but I can say based on my media knowledge that this campaign should focus it's efforts on cable TV. Cable will give you the most bang for you buck. I haven't looked at the cost per rating point in Iowa but in Miami one of my current clients is currently paying around $650 per rating point (for prime access and prime time) for Broadcast compared to around $175 per rating point for cable TV (on average). That's a huge difference when reaching the same audience. Also, generally older audiences subscribe to cable more than younger. Once again I'll need to pull some research, but I will be able to provide which cable channels will provide the biggest impact on the A50+ target.

Sorry for the long winded post. Again, let me know if I can be of assistance. Let me know if there are questions. I'll post more research over the weekend. If I can express anything, find a way take advantage of the 15% commission/discount somehow, negotiate the rates, and advertise on the most effect and efficient channels (bang for your buck). I highly suggest cable TV. Hope I can help facilitate this.

Also, it depends on your message, but I would recommend nothing longer than a 30 second commercial. Research shows viewing audiences generally lose interest very quickly and you will also get the most bang for you buck for 30s. Longer commercials are also worn out faster (ex. by the 3rd or 4th time they've seen it, they hate the commercial, so it can have a negative impact, esp for long winded messages) The TV stations will also try to convince you 60s are a better approach. I really recommend against it.

Edit: Bookends are also neat. This is when the first of a message begins at the beginning of a commercial pod, right after the break begins and the rest of the ad continues at the end of the pod.

Also, sorry for any grammatical/spelling errors. It's pretty late and I'm exhausted.

 

[Suzu]

We need vetted statistics to weave into the script that give credibility to the overall message.... Obviously we want as much input as possible. Have at it.

I got the following via email and haven't checked to ensure accuracy (why there are "sources" listed which are not referenced in the stats, I have no idea), but FWIW:

After two years of Obama ...

 

[KatieForPaul]

I also have an idea called "Thank you Ron Paul." It cuts to different people (from every age and range), thanking Ron Paul for his personal efforts to restore America. At no point does it say "vote Ron Paul" I've found people are generally more susceptible to messages when they think it's their own idea. Very rough example of the ad below:

(Uplifting music in background, like high tide, little brighter maybe)
First person: Thank you Ron Paul
Second person: For teaching us we need
Thirst person: sound money and a solid foundation
Fourth person: for our children
Fifth person: and our children's children
Sixth person: Thank you Ron Paul
Seventh person: For believing in American
Eight person: and never voting for more spending
(and so on, you get the idea)

There could be different versions of this, with completely different people each time, to keep it fresh for viewers. This would be very cheap to produce and could be even cut and sent from people to show authenticity. Positive, refreshing, creates intrigue and make's people think about what he has done for this country.

 

[rockandrollsouls]

Bump and +rep. Exactly in line with what I've been shooting for.

Hello everyone, I'm currently under my fiance's screen name. In the future I will posting as ron paul nyc liberty HQ (can't post yet due to pending approval) so keep an eye out for me under that account name over the weekend. I was directed to this thread by RonPaulHawaii from NYC liberty HQ.

I might be the guy everyone's looking for. I'm a media planner here in NYC at one of the major agencies. I've done plans for major and local advertisers (Hershey's, Legg Mason, local Casinos.. to name a few.) I have advertising data available and tons of research at my finger tips. I would love to put together a plan for this or provide direction where I can.

First off I would not recommend contacting any media companies yet, as they will eat you alive and inflate the rates because they know you are mostly likely uneducated in media. Make/create a temporary agency, or contact a local agency in Iowa(or anywhere) and work out a deal. I say this because, if you buy through an agency (or say you are an media buying agency, create one etc.) you receive a 15% commission, or discount, however you want to look at it. These media buying agencies will/should cut you in on most of the commission. My current client receives 12% of the commission in the form of a discount as well as takes advantage of the negotiation skills we provide. Second, pricing is crucial, with the right money you can leverage your buy and negotiate the rates. If any of this is confusion, I'll be happy to elaborate or answer any questions. So before you get into pricing etc, I would suggest taking this media planning process in steps.

First understand and define the target audience. Since the current focus is winning a republican primary, the target is republicans voters. Based on research I've collected, 70% of primary republican voters in the last elections were 50+ years of age. So I feel it's safe to say, to make an major impact, the target audience for this effort should be adults 50+ (I'll call this A50+).

Next, understand where the A50+ consume their TV (broadcast, cable, etc.). I need to do some research for Iowa tomorrow but I can say based on my media knowledge that this campaign should focus it's efforts on cable TV. Cable will give you the most bang for you buck. I haven't looked at the cost per rating point in Iowa but in Miami one of my current clients is currently paying around $650 per rating point (for prime access and prime time) for Broadcast compared to around $175 per rating point for cable TV (on average). That's a huge difference when reaching the same audience. Also, generally older audiences subscribe to cable more than younger. Once again I'll need to pull some research, but I will be able to provide which cable channels will provide the biggest impact on the A50+ target.

Sorry for the long winded post. Again, let me know if I can be of assistance. Let me know if there are questions. I'll post more research over the weekend. If I can express anything, find a way take advantage of the 15% commission/discount somehow, negotiate the rates, and advertise on the most effect and efficient channels(bang the buck). I highly suggest cable TV. Hope I can help.

Also, it depends on your message, but I would recommend nothing longer than a 30 second commercial. Research shows viewing audiences generally lose interest very quickly and you will also get the most bang for you buck for 30s. Longer commercials are also worn out faster (ex. by the 3rd or 4th time they've seen it, they hate the commercial, so it can have a negative impact, esp for long winded messages) The TV stations will also try to convince you 60s are a better approach. I really recommend against it.

Edit: Bookends are also neat. This is when the first of a message begins at the beginning of a commercial pod, right after the break begins and the rest of the ad continues at the end of the pod.

 

[Nate-ForLiberty]

I also have an idea called, Thank you Ron Paul. It is cuts from different people (from every age and range), thanking Ron Paul on his person efforts to restore America. At no point does it say "vote Ron Paul" I've found people are generally more susceptible to messages when they think it's their own idea. Very rough example of the ad below:

(Uplifting music in background, like high tide, little brighter maybe)
First person: Thank you Ron Paul
Second person: For teaching us we need
Thirst person: sound money and a solid foundation
Fourth person: for our children
Fifth person: and our children's children
Sixth person: Thank you Ron Paul
Seventh person: For believing in American
Eight person: and never voting for more spending
(and so on, you get the idea)

There could be different versions of this, with completely different people each time, to keep it fresh for viewers. This would be very cheap to produce and could be even cut and sent from people to show authenticity. Positive, refreshing, creates intrigue and make's people think about what he has done for this country.

This is fantastic idea! We could start a thread here where people can post themselves performing the whole script. Then the video editors can cut it all together the way they like. This would be so awesome.

 

[Sentinelrv]

I also have an idea called "Thank you Ron Paul." It cuts to different people (from every age and range), thanking Ron Paul for his personal efforts to restore America. At no point does it say "vote Ron Paul" I've found people are generally more susceptible to messages when they think it's their own idea. Very rough example of the ad below:

(Uplifting music in background, like high tide, little brighter maybe)
First person: Thank you Ron Paul
Second person: For teaching us we need
Thirst person: sound money and a solid foundation
Fourth person: for our children
Fifth person: and our children's children
Sixth person: Thank you Ron Paul
Seventh person: For believing in American
Eight person: and never voting for more spending
(and so on, you get the idea)

There could be different versions of this, with completely different people each time, to keep it fresh for viewers. This would be very cheap to produce and could be even cut and sent from people to show authenticity. Positive, refreshing, creates intrigue and make's people think about what he has done for this country.

Yeah, that's something similar to what I talked about in another thread. You get a bunch of random supporters to record their own message in support of Ron and splice them all together. You could create an unlimited amount of commercials this way and run them all at the same time, giving off the appearance that he has massive support from everyday people. This would help to change the perception that he doesn't have the necessary support to win. Viewers would see a bunch of ordinary people showing their support for a presidential candidate and thanking him for everything he's done to protect their freedom and liberty. Doing it this way by thanking him creates the assumption that it's true. There's no need to try and convince people by showing them boring statistics. Just as the MSM spreads their lies and misinformation about Ron with no proof to back up their assertions, we combat it with our own version of truth telling by allowing regular people to speak to TV viewers about what Ron Paul has done and why they support him. At no point in any of the commercials should anyone tell the viewer what to do. Just use these commercials as a way to spread the message and allow people to make up their own minds about him. Telling people what to do turns them off.

This type of campaign commercial should be cheap to make, because it's basically just people recording themselves explaining why they support Ron. The major question is whether the commericials should be scripted or not. Should we instead allow people to make their own videos and just have the video editors take the best parts out of each video and merge them together into the best fit? I argue that scripting the commercials would create bad acting and thus an inauthentic message. Leaving them unscripted will help people to come across as more authentic. Authenticity will help convert more viewers of the commercial. People can tell through body language if somebody is just acting out lines.

For an example of how it should be done, check out the I'm a PC Commercial. It would be in the same style as that commercial, constantly switching to random people, but each one saying something different about Ron Paul. In order for this to work, the people in the videos need to come off as authentic and non-scripted. This is what you get when you try to script the commerical, very bad and fake acting. That commercial screams fake paid actors to the viewer. We don't want to make that mistake.

 

[speciallyblend]

I also have an idea called "Thank you Ron Paul." It cuts to different people (from every age and range), thanking Ron Paul for his personal efforts to restore America. At no point does it say "vote Ron Paul" I've found people are generally more susceptible to messages when they think it's their own idea. Very rough example of the ad below:

(Uplifting music in background, like high tide, little brighter maybe)
First person: Thank you Ron Paul
Second person: For teaching us we need
Thirst person: sound money and a solid foundation
Fourth person: for our children
Fifth person: and our children's children
Sixth person: Thank you Ron Paul
Seventh person: For believing in American
Eight person: and never voting for more spending
(and so on, you get the idea)

There could be different versions of this, with completely different people each time, to keep it fresh for viewers. This would be very cheap to produce and could be even cut and sent from people to show authenticity. Positive, refreshing, creates intrigue and make's people think about what he has done for this country.

butters says Make It Happen!!!