Program Sponsorship Tatsu Sasaki Director of Business Support 2350 Dole Street Honolulu, HI 96822 t. 808-973-1990 f. 808-973-1090 [email protected] Our Approach Mission Advancing learning and discovery through storytelling that profoundly touches people’s lives. We bring the world to Hawaii and Hawaii to the world. Building rewarding partnerships that help make a difference in the community drives everything we do at PBS Hawaii. Program sponsorship is by way of a charitable, tax-deductible donation to PBS Hawaii, a 501c(3) local tax-exempt organization. There is shared success when: Sponsorship packages are structured according to your needs and expectations. We listen, rather than tell you, the goal for sponsorship. PBS Hawaii’s unique value proposition is understood and effectively leveraged in sponsor messages to achieve desired objectives. 71% OF PBS VIEWERS CAN RECALL SPONSORING BUSINESSES Halo Effect Sponsors are Highly Regarded PBS is the nation’s most trusted national institution.* PBS Hawaii delivers influential and affluent viewers who are hard to reach elsewhere, and are loyal to the sponsors who bring them the programming they love. The strength of goodwill for PBS effects an average increase of 12% in the Brand Quality Score of PBS sponsors. 47% of PBS viewers are more likely to purchase the product or service of a PBS sponsor. Source: Caravan ORC International , January 2015 Nielsen NPower, 9/23/2013-9/21/2014 Harris Interactive 2/11-2/28/13. 58% of PBS viewers believe that companies who sponsor PBS are good corporate citizens. 40% of PBS viewers believe that companies who sponsor PBS are industry leaders. Nearly 85% of consumers believe cause-related marketing creates a positive image for sponsors. 2 Sponsorship Sponsorship is a message identifying corporate support for the quality programs and outreach services provided by PBS Hawaii. Businesses have discovered that sponsorship: Yields significant marketing benefits. Builds brand awareness by linking your business with high-quality programs. Generates community goodwill through support of public television. Positions your business before an educated, influential, and affluent audience. Promotes your offerings to a broad audience at an affordable price. Markets your brand in an environment free of commercial clutter. Award-Winning Programs Marketing and Branding Solutions General On-Air Support Sponsors are recognized in Run-ofSchedule credits that rotate within portions of our broadcast schedule. Program Sponsorship Enhanced Recognition PBS Hawaii Monthly Program Guide (circulation 12,000) Applicable promotional material created by PBS Hawaii Invitation to station-sponsored events Participation in community outreach activities. Social Media Interaction Sponsors are recognized in two (2) funding credits that immediately precede and follow broadcasts of the sponsored program. 3 Exclusive Environment Sponsor messages have greater impact in the lowclutter environment found locally only on PBS Hawaii. Our dignified approach to on-air support is appreciated and respected by our viewers. The compelling programs on PBS Hawaii air without commercial interruption. Sponsorship messages air only at the beginning and end of programs. Viewers are less likely to stray from their preferred programs. Messages stand out: only 2 ¼ minutes of every hour on PBS are spent on sponsorship versus up to 20 minutes on commercial television. One of a select few: At the very most, your message will be one of only 12 messages in a given hour on PBS Hawaii versus one of up to 30 advertisements on commercial TV. PBS Hawaii, conservatively, has 222,997 unique or unduplicated viewers every week. Program Minutes Per Hour 86% OF U.S. TV HOUSEHOLDS – 211 MILLION PEOPLE – WATCH PBS Age of Adult Viewers 18-54 63% 55 or OLDER 37% Education & Wealth PBS viewers are 44% more likely than the average population to have a post-graduate degree, and 85% more likely to own $150,000+ in stocks. Household Income Cultural and Civic Engagement $75,000+ 36% 62% more likely to be a member of a business club. $125,000+ 29% 59% more likely to be a part of charitable organizations. $200,000+ 8% 44% more likely to attend live theater. Source: Nielsen NPower, 9/23/2013-9/21/2014 59% more likely to visit museums. 4 Our Audience PBS Hawaii delivers a Premium Audience PBS Hawaii delivers influential and affluent viewers, who are loyal to the sponsors that bring them the programming they love. And valuable PBS viewers are hard to reach elsewhere, with low duplication with the cable competition. PBS Hawaii’s Adult 25-54 viewers are: (% more likely than the general American public to) Wealth/Spending/Influence Activities 89% have money market funds 78% have bonds 66% own a home market valued at $1,000,000 -$1,999,999 62% have a post graduate degree 58% have a detailed occupation in Business and Finance 56% buy organic foods 32% pay more for eco-friendly products / services 27% buy locally grown food 17% have stock or stock options 2% have other security or investments 63% attend a UH sports event 60% attend an arts & crafts fair/festival 52% attend live theater 43% attend a live musical concert 40% attend a dance or ballet performance 36% attend a Neal S. Blaisdell Center Event 30% attend a UH Basketball game 29% participate in volunteer work 28% visit an art museum 19% attend a UH Football game PBS Hawaii’s Adult 35-64 viewers are: (% more likely than the general American public to) Wealth/Spending/Influence Activities 63% have money market funds 50% buy organic foods 41% have bonds 39% own a home market valued at $1,000,000 - $1,999,999 36% have a post graduate degree 34% pay more for eco-friendly products / services 24% own a home market valued at $750,000 - $999,999 21% have a detailed occupation in Healthcare 18% have stock or stock options 5% have other security or investments 74% attend Bishop museum 60% attend a UH sports event 59% visit an art museum 51% attend an arts & crafts fair/festival 50% attend live theater 47% attend a UH Volleyball game 42% attend a live musical concert 33% attend a Neal S. Blaisdell Center Event 26% participate in volunteer work 24% attend a UH Basketball game 16% attend a dance or ballet performance How to Read: PBS Hawaii’s Adult 25-54 viewers are 89% more likely than the general American public to have money market funds. Source: Honolulu Sept 2013 Scarborough 5 PBS Kids PBS Hawaii can be a powerful partner in your efforts to reach families because we offer an unparalleled brand association, exceptional content, motivated audiences, and great local connections. PBS Kids is the #1 Educational Media Brand for Children. PBS Kids programs have received more Emmy awards for children’s programming than any other broadcast network. 77% of all kids 2-8 watch PBS on their local stations. PBS Hawaii airs the top 4 shows for kids 2-5 and airs 7 of the top 10 programs among mothers of young children. 89% of adults agree PBS is a trusted safe place for children to watch television compared to cable (54%) and commercial (54%). Co-Viewing Audience Bottom Line Mothers now control more than $2.4 trillion in household spending. 73% of moms are dissatisfied with mainstream commercial advertising. Parents are 2x more likely to have purchased because of a PBS Kids sponsorship than TV advertising. Nearly 50% of adults age 18-49 co-view PBS with kids age 2-5, compared to Disney (28%) and Nickelodeon (30%) 82% of parents agree “All other things equal, I would choose to buy a product or service from a company that supports PBS Kids.” PBS reaches more moms with kids under 6 than any other kids TV network PBS’ children’s programming is the #1 reason Americans cite for choosing to support and watch PBS. Source: CARAVAN ORC International, January 2015 Nielsen NPower, 9/23/2013-9/21/2014 Nielsen NPower, 11/2014 6 Other Opportunities STORIES OF SUPPORT SPONSORSHIP Stories of Support is a :30 second rotating spot featuring a PBS Hawaii community partner discussing the importance of giving back to the community, focusing on one specific area they support. A representative from the sponsor organization shares why the particular cause is important to them, creating a more personal message that connects the sponsor closer to the community. Areas of support include but are not limited to: • Education • Military Service • Advancement of the Arts • Cultural Heritage DIRECT MAIL SPONSORSHIP – Businesses are able to participate in the PBS Hawaii Direct Mail Appeal piece as a challenge match donor, leveraging their donation to PBS Hawaii to help the station receive additional gifts from individuals. PBS Hawaii will send out its latest Direct Mail Appeal piece to approximately 70,000 households in the State of Hawaii. CONCEPT: • Business pledges to match donations from individual donors, up to a set amount. • Benefits Page Insert: Messaging is customized to the business’ mission and purpose for support “First Insurance Company of Hawaii has pledged to match donations, dollar-for-dollar from now until December 31, 2013, up to $20,000. Make your gift and double your impact today!” • First Insurance Company of Hawaii utilized both their broadcast sponsorship and Direct Mail Campaign amount (Totaling $20,000) toward their matching gift pledge. 7 Benefits Page Insert (Sample) Other Opportunities PBS LEARNINGMEDIA PBS LearningMedia is a free digital media service that provides direct access to classroom-ready, curriculumtargeted resources. The PBS LearningMedia service builds on the strength of public media and is designed to improve teacher effectiveness and student achievement. Sponsors of PBS LearningMedia receive top banner “Presented by” recognition. • PBS LearningMedia reaches over 2,600 local educators, administrators and homeschoolers registered to the Hawaii site. “Presented by (Sponsor Logo) NEW HOME NAMING OPPORTUNITIES PBS Hawaii is fundraising for a new home. A place to grow into a greater vision of becoming more local, more inclusive and more interactive. With a new home, PBS Hawaii will transform from a traditional educational broadcaster into a nimble, innovative multimedia organization that combines technology and touch to build a better community. Thanks to the generosity of individuals, foundations, and businesses, PBS Hawaii has reached 80 percent of its $30 million NEW HOME Campaign goal. Obtaining it will ensure our building a secure foundation from which we can use media and education to strengthen our community and ensure a better future for Hawaii. PBS Hawaii is offering naming opportunities to create a lasting legacy in our new home. For a list of available naming opportunities, please visit: http://www.PBSHawaii.org/newhome 8 Community Partners Education/Keiki Services Hanalani School Dinosaur Train WordWorld Super Why! Hawaii Association for the Education of Young Children Daniel Tiger’s Neighborhood Keiki Care Center of Hawaii Daniel Tiger’s Neighborhood My Gym Hawaii Daniel Tiger’s Neighborhood (Digital) Martha Speaks WordWorld Pigtails & Crewcuts Curious George Saint Marianne Cope Preschool Sid the Science Kid Stepping Stones Academy Sesame Street Tutu & Me Traveling Preschool Peg + Cat University of Hawaii Community Colleges Curious George Professional Services Elite Parking Sid the Science Kid First Insurance of Hawaii Masterpiece Downton Abbey Independent Lens POV Hawaii Government Employees Association Insights on PBS Hawaii Hawaiian Telcom PBS Hawaii Presents HICentral MLS This Old House Honolulu Board of Realtors Long Story Short with Leslie Wilcox R.M. Towill Corporation Long Story Short with Leslie Wilcox University of Hawaii Professional Assembly The PBS Newshour Washington Week Charlie Rose Foundations The Cades Foundation Washington Week Financial Institutions American Savings Bank Masterpiece Downton Abbey Thomas & Friends John R. Halligan Charitable Fund Nature Bank of Hawaii Foundation HIKI NO The John & Clifford Mirikitani Foundation NOVA Frontline First Hawaiian Bank Leahey & Leahey Insights on PBS Hawaii The Mind of a Chef Tateuchi Foundation NHK World Pearl Harbor Federal Credit Union Peg + Cat Caillou Development Our Kakaako (Kamehameha Schools) Frontline POV Independent Lens The Mind of a Chef Retail and Wholesale Services HouseMart Ace Hardware SciGirls HouseMart Ben Franklin Crafts SciGirls 9 Healthcare & Senior Services HMSA Sesame Street Wild Kratts JACO Rehab Rick Steves’ Europe Joseph Rosendo’s Travelscope Ohana Health Plan Super Why! The Plaza Assisted Living Antiques Roadshow University of Hawaii Cancer Center Cancer: The Emperor of All Maladies Law Offices Cades Schutte, LLC Washington Week Carlsmith Ball, LLP Downton Abbey Cronin Fried Sekiya Kekina & Fairbanks The PBS Newshour NHK World Travel & Hospitality Aqua Hospitality PBS Hawaii Presents Hawaiian Airlines Long Story Short with Leslie Wilcox Na Mele Curios George Hilton Hawaiian Village Masterpiece Downton Abbey Ruby Tuesday Hawaii Stories of Support Waimea Valley PBS Hawaii Presents Media & News Outlets Edible Hawaiian Islands Victory Garden’s edible FEAST Honolulu Civil Beat Insights on PBS Hawaii Testimonials “At First Insurance, we see the value of PBS Hawaii programming to our community, and understand that if we want this sort of programming to continue to thrive, then we need to support it.” Steve Tabussi, Senior Vice President First Insurance Company of Hawaii “PBS is on whenever I take my daughters to friends’ houses for playdates. It’s something I feel confident in not only as a parent but a business owner because I know it touches a lot of homes and families.” Emily Pick, Owner My Gym Children’s Fitness Centers “Both our organizations share a deep connection with Hawaii, and supporting local programming is the same as supporting the local community” Richard Pezzulo, Executive Director Waimea Valley “We support PBS Hawaii because we are dedicated to ensuring that Hawaii has a platform for a diverse range of programming; from public affairs to children’s programming, and to the support of local artists.” Avi Mannis, Senior Vice President of Marketing Hawaiian Airlines “We know many of our members watch PBS Hawaii every night, and we wanted to support programs that were representative of our faculty.” Dr. J N. Musto, Executive Director University of Hawaii Professional Assembly (UHPA) 10 PBS /FCC RULES On-Air Sponsorship Credits PBS Hawaii has established guidelines for corporate sponsor credits that protect public television’s noncommercial character and comply with Federal Communications Commission (FCC) rules and Congressional mandates. Important objectives of PBS Hawaii guidelines are to ensure that: (a) editorial control of programming remains in the hands of the producer; (b) funding arrangements do not create the perception that editorial control has been exercised by someone other than the producer, or that the program has been inappropriately influenced by its funding sources (c) the noncommercial character of public broadcasting is protected and preserved. FCC rules require noncommercial broadcasters to “fully and fairly disclose the true identity” of all program funders. From the Commission’s standpoint, the purpose served by sponsor credits is to identify the funder in the interest of full disclosure, not to promote the funder or its products or services. While specific requirements and rulings are outlined in this section, the FCC has indicated that it will rely on the good faith determination of public broadcasters to interpret and meet Federal standards. SPONSOR NAME OR LOGO All sponsors must be identified in video by their name and/or logo. If a logo by itself does not adequately disclose the identity of a funder, then the funder’s name must be stated in audio or video. ADDITIONAL IDENTIFYING INFORMATION Besides identifying the funder clearly by name and/or logo (as required above), a credit may contain additional information in audio, video, or both, to help identify a funder. Any language that in PBS Hawaii’s judgment is gratuitously or blatantly promotional is not acceptable. In addition, information that would appear to be self‐congratulatory or that could be construed as an advocacy position on a particular issue or subject will not be acceptable. UNACCEPTABLE ELEMENTS FCC policy statements, rulings, advisory opinions and letters applying its rules and policies to specific sponsor announcements have cautioned against the use of certain types of languages, phrases, and visuals, such as the following, which it deems promotional: • Call to action (e.g., “come in today and take a test drive”); • Superlative description or qualitative claim about the company, its products, or its services (e.g., “the most intelligent car ever built”); • Direct comparison with other companies, or with other companies’ products or services; • Price or value information (e.g., “only $160 down and $160 per month,” or “7.7% interest rate available now,” “affordable,” “discount,” or “free”); • Inducements to buy, sell, rent, or lease (e.g., “six months’ free service when you buy,” or “guaranteed for life”); • Endorsements (e.g., “recommended by 4 out of 5 doctors for headache pain”); • Demonstrations of consumer satisfaction. ACCEPTABLE ELEMENTS The following types of additional identifying information are acceptable, according to FCC statements: √ Value neutral descriptions of a product line or service √ Brand and trade names and product or service listings √ Location information, including telephone numbers and Web addresses √ Logograms or slogans which identify and do not promote *Slogans or corporate positioning statements are evaluated in the same way as any other identifying information. The degree to which a slogan is an established part of an sponsor’s identity will also be taken into account. Inevitably, no set of rules or guidelines can anticipate every use or possible combination of creative elements that constitutes a sponsor credit. In evaluating a proposed sponsor message, PBS Hawaii will consider FCC decisions as well as elements of the creative content which can affect the overall tone and character of an sponsor announcement. EDITORIAL STANDARDS PBS Hawaii’s funding standards and policies require producers to provide full and complete disclosure of all funders and financial arrangements, written and oral. The following review is then applied before a program is accepted for broadcast: • Editorial Control Test. Has the funder exercised editorial control? Could it? • Perception Test. Might the public perceive that the sponsor has exercised editorial control? • Commercialism Test. Might the public conclude the program is on television principally because it promotes the sponsor’s products, services or other business interest? The station’s policies regarding editorial decision‐making is framed with the understanding and commitment that public broadcasting bears a deep and significant responsibility to the public. PBS Hawaii remains mindful that the editorial decisions it makes every day are in discharge of that responsibility.
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