Section 9. Using Paid Advertising

• What is advertising?

• Why would you pay to advertise?

• When should you advertise?

• How do you advertise?

Let's say that you're getting the word out about your initiative and its activities, but the word isn't getting out quickly enough or isn't reaching the people you most need to reach. You've already used public service announcements and other free or inexpensive communication methods that fit your goals. Perhaps now it's time to think about using paid advertising.

Can advertising work for you? If done with care and planning, it certainly can. Paid advertising can help community organizations reach specific audiences, increase awareness, encourage action, and reinforce broader communication efforts. Its effectiveness depends on the message, audience, medium, timing, budget, and how well the campaign is evaluated and adjusted.

Advertising has long been used in public health and community campaigns to encourage people to seek information, use services, change behaviors, or consider an issue in a new way. The media environment has changed substantially over time, but the basic lesson remains the same: well-planned advertising can be an effective health promotion and community communication tool.

What is advertising?

Paid advertising is the purchase of space, time, placement, or audience reach in order to distribute a message. Advertising may appear on radio or television, in newspapers and magazines, on websites and search engines, through social media and streaming services, in mobile apps, on billboards and public transportation, in newsletters, or through many other channels. While the specific formats continue to change, paid advertising generally gives you greater control over where, when, how often, and to whom your message is presented than most forms of unpaid publicity.

Broadcast and streaming advertising

Commercial radio and television outlets sell advertising time in standard lengths, often including short spots such as 15, 30, or 60 seconds. Streaming audio, video, podcasts, and connected television also offer paid advertising opportunities, with formats and pricing that vary by platform. Costs depend on factors such as audience size, timing, geographic reach, placement, frequency, and demand. Some outlets offer production services, while others expect advertisers to provide completed material that meets their technical requirements.

Print advertising

Newspapers, magazines, newsletters, community publications, and other print outlets sell advertising in various sizes and placements. Rates vary according to circulation, audience, location, publication frequency, size, and placement. Some publications offer discounts to nonprofit or community organizations. Many print publications also sell digital advertising through their websites, email newsletters, or other online products.

Print specifications vary by publication, but digital production has made it much easier to adapt the same basic design for multiple outlets and formats. Always check the current dimensions, file types, deadlines, and technical requirements for each publication before submitting an advertisement.

Digital and other media

Today, organizations have a wide range of advertising options beyond traditional broadcast and print. The best choice depends on whom you want to reach, where they get information, how much you can spend, and what action you want people to take. Possibilities include:

• Digital advertising: search ads, social media ads, website display ads, online video, streaming audio, podcast ads, sponsored newsletter placements, and other digital formats can reach broad or highly specific audiences. Digital advertising may also provide detailed information about impressions, clicks, conversions, and other measures of response.
• Outdoor advertising: billboards, posters, digital displays, and ads on or near public transportation can reach people in particular geographic areas. Check with local transportation agencies, property owners, or advertising companies about available placements and requirements.
• Signs, stickers, and other portable materials: these can help increase visibility when they fit the issue, audience, and setting. Consider where they will actually be seen and whether people are likely to keep, display, or use them.
• Mobile and location-based advertising: depending on the platform and your goals, paid messages can appear in mobile apps, mapping services, digital directories, or other services people use on their phones. Consider privacy, relevance, and accessibility when deciding whether this approach is appropriate.
• Place-based advertising: ads may appear in elevators, community centers, stores, clinics, transit stations, campuses, entertainment venues, or other locations where they can reach people in a relevant setting.
• Direct mail advertising can still be useful in local campaigns, especially when you have a reliable mailing list or want to reach a particular geographic area.

Why would you pay to advertise?

Many of the reasons for using paid advertising are the same as reasons you might have for seeking other types of publicity: to increase awareness about your organization or initiative, broaden the number of people your message reaches, connect people with services, or encourage participation.

However, since advertising can be more expensive than other types of promotion, there are some additional reasons you may want to explore paid advertising:

• To further increase your organization's visibility by allowing people to encounter your name and message repeatedly across the media channels they use.
• To reach people you are not reaching adequately through less expensive means. If your message isn't reaching enough of the people for whom it is relevant, it may be worth investing in paid advertising.
• To have greater control over the content, design, timing, and placement of your message. With earned media, PSAs, and other donated promotion, another organization may control how or when information appears. Paid advertising gives you more ability to present the message in your own words and format.
• To have greater control over when and how often your message appears. Depending on the advertising platform, you may be able to choose dates, geographic areas, audience characteristics, publications, programs, websites, search terms, or other placement factors. For example, you might advertise an event shortly before registration closes or place a nutrition-awareness message in media related to health and community well-being.
• To respond to criticism, misinformation, or competing claims about your issue or initiative. Paid advertisements can help you clarify your position, present evidence, and respond to opposition. When discussing businesses, industries, public officials, organizations, or other people, make sure your claims are accurate, supported, and presented fairly.

What are some of the benefits of using paid advertising?

• Greater control over your message, design, placement, and call to action because you are purchasing the advertising.
• Greater ability to decide when an advertisement appears, how long a campaign runs, and how often people have an opportunity to encounter it.
• The ability to tailor an ad's content and placement to an intended audience using a specific message. A paid advertisement can tell a story, explain a situation, present useful information, or invite people to consider an issue or take action.
• The possibility of additional earned media or public discussion if an advertisement itself raises an important issue, presents compelling information, or becomes part of a larger community conversation.
• The opportunity to build long-term awareness and recognition through consistent, credible communication.

When should you advertise?

There are some steps you can take to decide whether this is a good time for you to advertise.

First, consider what you want to accomplish with your ad. Depending on your purpose, you might decide that a free or less expensive approach will work just as well. For example, paid advertising may not always be the most efficient way to solicit donations directly. Advertising may instead be useful for reinforcing a fundraising campaign, increasing attendance at an event, expanding awareness of a service, recruiting participants, or supporting a larger communication effort.

Next, consider whether you can afford to do enough advertising to accomplish what you want. One advertisement, particularly on a broad medium, may not reach enough people or provide enough repetition to have much effect. A smaller campaign using lower-cost or more precisely targeted placements may sometimes be more useful than one expensive placement. Compare costs, expected reach, frequency, audience relevance, and the action you hope people will take before deciding how to spend your budget.

Consider whether you can use your advertising to respond to criticism or misinformation --to clarify your position, show commitment to your issue, or correct misconceptions about your organization's mission. If you're working on a highly contested issue in your community, you might try advertising to respond to people who hold differing perspectives. However, you may also be able to find cheaper or free ways of doing this.

Consider whether you can use your ad to respond to current events by connecting your issue with something that is already receiving public attention. Make sure the connection is accurate and meaningful rather than simply taking advantage of a tragedy, crisis, or unrelated event for publicity.

Timing an ad to tie in to a current event.

Suppose new local data show a sharp increase in preventable injuries among children using a particular type of recreational equipment. A community safety coalition might use advertising while the issue is already receiving public attention to explain the risks, share practical prevention steps, and direct families to reliable safety resources.

Advertising can also be used to act quickly when an appropriate opportunity arises.

Using advertising to respond to an opportunity.

Suppose a community organization has been working for months to improve access to public transportation and the city is preparing to vote on a new transit plan. The organization might use paid advertising to explain how the proposal would affect residents, share relevant evidence, and encourage community members to attend a hearing or contact public officials before the vote.

Additional attention that results from a paid advertisement may become earned publicity. For example, an advertisement that raises an important community issue or presents new information may lead reporters to cover the topic. Earned media can extend the reach of an advertising campaign, but it should be viewed as a possible result rather than something you can guarantee or manufacture.

Consider whether you can use advertising to present complex or unfamiliar information in a more understandable and engaging way. Compare, contrast, visualize, and put information into context. Statistics may be easier to understand when they are accompanied by clear comparisons, graphics, examples, or explanations of what the numbers mean in people's everyday lives.

Consider whether you can use your advertising to publicly thank your supporters, partners, volunteers, or community members. Recognition can show appreciation and demonstrate the range of people and organizations contributing to the work. Make sure anyone named, pictured, or quoted has agreed to be included.

As you can see, the potential uses for paid advertising are many and varied. Because advertising requires resources, use it intentionally and evaluate whether it is actually helping you reach your communication and community goals.

How do you advertise?

Decide whether to work with an agency.

First, give some thought to whether you want to work with an advertising agency, communications firm, media buyer, designer, digital marketing specialist, or public relations company on your campaign. Whether you choose outside help will depend on your budget, staff skills, campaign complexity, and how involved you want to be in the details. Professional assistance can add cost, but it may also save staff time and provide expertise in strategy, design, production, placement, accessibility, and evaluation. You may be able to find professionals willing to work pro bono or at a reduced nonprofit rate. Weigh your options.

Decide on your intended audience.

Think about who you want to reach, why the message is relevant to them, where they get information, and what may make it easier or harder for them to respond. Advertising agencies, communication professionals, media outlets, community partners, and members of the intended audience can all help you better understand how to reach people effectively. Use audience information carefully and avoid assuming that everyone who shares a demographic characteristic has the same beliefs, behaviors, or preferences.

Here are a few things to take into consideration:

• The needs, interests, priorities, and questions that are relevant to the people you hope to reach
• Life stage or age when it is genuinely relevant to the issue
• Place of residence and geographic access
• Economic circumstances and whether the action you're asking people to take is affordable or accessible
• Familiarity with the issue and the amount of explanation people may need
• Language, cultural context, accessibility needs, and relevant community experiences, without assuming that racial or ethnic groups think or behave alike
• Attitudes and community values that people have actually expressed about the issue
• How, when, and where people encounter information and which media channels they actually use

Decide what medium you should use.

You may decide to use one medium or a combination of several. Base that decision on your audience, campaign goal, budget, message, and evidence about where your intended audience actually gets information.

Radio and audio

• Radio, streaming audio, and podcast advertising can be useful for reaching people while they are driving, working, exercising, or doing other activities. A clear call to action -- such as visiting a simple website, attending an event, or calling for information -- can work especially well when it is easy to remember.
• Some radio stations and audio platforms offer production assistance, while others accept professionally or independently produced advertisements that meet their technical requirements.
• Check with the outlet's advertising department or platform documentation for current services, pricing, audience information, and technical requirements.

Television and video

• Television, connected television, streaming video, and online video can combine images, sound, text, and storytelling in powerful ways. They can also be more expensive to produce or place than some other formats, so consider whether video adds enough value to justify the cost.
• Some television stations, production companies, and digital platforms can help produce advertisements, while you may also provide completed video that meets the outlet's specifications.
• Check with the outlet or platform for details on services, pricing, audience reach, captioning, file specifications, deadlines, and other requirements.

Print

• Newspapers, magazines, newsletters, community publications, and other print outlets may offer display advertising, classified advertising, sponsored sections, inserts, or other paid placements.
• Display ads combine text, design, images, and other visual elements and may appear throughout a publication.
• Classified advertising is usually simpler and more text-focused. Depending on the publication, it may be useful for job openings, services, meetings, housing, community announcements, or other specific needs.
• You may wish to choose specialty publications, faith-community publications, neighborhood newsletters, professional publications, or community organization newsletters to reach people with a particular interest or connection to the issue.
• Check with the publication's advertising department for current audience information, rates, deadlines, specifications, and available print and digital placements.

For any advertising medium, you'll also need to decide how often and when the ad should run. There is no single schedule that works for every campaign. Consider how much repetition is useful, how quickly people need to act, how much you can spend, and whether results suggest that the campaign should be continued, adjusted, or stopped.

For events:

• Begin advertising early enough for people to notice the event, make plans, register, arrange transportation or child care, or take other necessary steps.
• Increase reminders as the event approaches when appropriate, while avoiding so much repetition that people begin tuning out the message.

For recruitment:

• A concentrated campaign may be useful when recruitment occurs during a limited period. Test different placements, messages, and levels of repetition when possible, and direct resources toward the approaches that are producing meaningful responses.

Whatever media you decide on, find out the submission requirements ahead of time -- deadlines, file formats, sizes, lengths, accessibility requirements, approval processes, billing arrangements, and any restrictions on advertising content.

Come up with a budget.

This is a crucial step. You need to plan how much your advertisement -- whether it's a single placement or an entire campaign -- will cost. Things to include in your budget:

• The expense of audience research, message testing, or other preparation you may need before deciding how to proceed.
• The expense of writing, designing, recording, filming, editing, translating, captioning, or otherwise producing the ad.
• The expense of placing and running the advertisement. Ask whether media outlets or platforms offer nonprofit, community-service, grant-supported, donated, or discounted advertising opportunities. If you use an agency or media buyer, make sure you understand its fees and how media costs are calculated.
• Any donations, sponsorships, grants, in-kind services, or discounts that can help cover the cost of advertising. See the "What About Freebies?" box earlier in this section.

Produce your ad.

Now you're ready to make your actual advertisement -- or have an advertising agency, communications professional, designer, or production team do it. Producing your ad will share many of the same principles as producing a public service announcement or poster.

Give careful consideration to how you present your organization and the people or communities connected with the issue. Make sure the advertisement is accurate, clear, accessible, and consistent with your values. Use respectful imagery and language, represent people with dignity, and obtain appropriate consent for photographs, stories, testimonials, or quotations. Check spelling, grammar, names, dates, links, phone numbers, and other details. Factual and objective claims should be supported by appropriate evidence, especially when the advertisement addresses health, safety, financial, or other high-impact issues.

Know -- and meet -- the deadlines to get your ad placed when you want it to.

Now it's time to submit your ad to the media outlets or platforms where you want it to appear. At this point in the process, it's essential to meet their deadlines and technical requirements. Some advertising can be launched quickly, while other media require substantial lead time. Find out the requirements early rather than assuming that every outlet operates on the same schedule.

Deadlines vary widely. Broadcast ads may require advance review and technical approval. Newspapers and newsletters may have production deadlines days before publication, while magazines may require material weeks or months in advance. Digital advertising can sometimes launch much faster, but platforms may still require account setup, review, approval, or changes to ads that don't meet their policies.

Follow up!

Once your ad starts appearing, track its placement and evaluate how effectively it is helping you reach your goals. Depending on the campaign, useful measures might include calls, registrations, event attendance, website visits, inquiries, applications, donations, service use, survey responses, or other actions. Digital advertising may also provide information about reach, impressions, clicks, completed video views, or conversions. Look beyond numbers that simply show exposure and pay particular attention to whether the campaign is producing the meaningful outcomes you intended. Use what you learn to improve future advertising strategies.

In Summary

Publicizing your initiative or program is an important step in making sure that your services, opportunities, or message reach the people who may benefit from them or want to contribute to your work. Many free or less expensive communication methods exist, but sometimes paid advertising can help you reach people who are otherwise difficult to reach, control the timing and presentation of your message, or strengthen a larger campaign. With thoughtful planning, accurate and respectful messaging, careful budgeting, and ongoing evaluation, paid advertising can be a valuable part of promoting what your organization stands for.