Everything you need to know about the PEP program
What is the Ohio Association of Broadcasters?
The Ohio Association of Broadcasters (OAB) is a not-for-profit trade association that has supported the broadcast industry in Ohio since 1937.
The OAB services member stations through legislative advocacy, regulatory compliance services and training resources. More than 95 percent of television stations and 90 percent of radio stations are OAB members.
Ohio radio and television stations are integral to the communities they serve. Ohio broadcasters provide great value to the public by educating, informing and entertaining listeners; providing critical information and updates during emergencies; and rallying the community to support those in need.
The OAB’s Public Education Partnership (PEP) provides another way for broadcasters to support their local communities.
What is PEP?
The Public Education Partnership (PEP) program is a unique alternative to paid advertising, designed specifically for government agencies and nonprofit organizations seeking to leverage limited marketing dollars for their public outreach efforts.
Through the PEP program, these organizations can tap into the strength of local radio and television stations to educate Ohioans about a particular issue or cause. Stations across the state provide airplay of PEP campaign spots, delivering a significant return on the investment by PEP sponsors.
The OAB is the only organization in Ohio to offer this program to nonprofits and government agencies.
Every state broadcasters association in the country operates a similar program, and multi-state or national campaigns can be coordinated with individual states or through the National Alliance of State Broadcasters Associations (NASBA).
Station participation in PEP campaigns is voluntary and stations do not receive direct compensation for airing PEP spots. However, there is strong participation by radio and television stations throughout the state, as the OAB uses the sponsorship income from PEP campaigns to underwrite most of the compliance and training resources provided for our member stations.
What’s in it for me?
With every PEP campaign you will receive:
Your message is distributed to radio and television
stations in Ohio who will provide sustained coverage during the campaign. Your PEP spot will be seen or heard by nearly everyone who watches TV or listens to the radio in the state.
PEP provides a report of broadcast airplay, which
details the stations, markets, the number of times spots were aired, and the estimated dollar value of airtime.
300% return on your PEP investment.
With PEP, you multiply your media budget. PEP
guarantees a minimum return of $3 for every $1 invested in the campaign. For most campaigns, PEP provides an even greater return, and longer campaigns typically deliver higher returns.
How does the PEP program work?
The OAB distributes a PEP sponsor’s radio and television spots to our member stations across the state of Ohio.
While stations are not required to air the spots, we typically have 175-200 radio stations and most of the major television network affiliates in markets around the state participating in the broadcast component of a PEP campaign.
The broadcast component of the PEP program provides:
- Statewide coverage for PEP campaign spots on radio and television stations.
- Airplay of spots across all days and dayparts during the campaign.
- A final report detailing the stations, markets, spots aired, and value of airtime provided.
- A minimum return of $3 for every $1 invested in the campaign. Depending upon the length of the campaign, the actual return on investment is often higher.
Who is eligible?
Only nonprofit organizations and government agencies are eligible to sponsor PEP campaigns.
PEP is ideal for organizations that have public education messages to share for which they have some promotional budget, but not enough funds to buy statewide coverage on television and radio stations.
A sponsor may not have previously used paid advertising for the proposed PEP campaign. This includes radio, TV, billboard, print and digital advertising. PEP campaigns must have statewide relevance and may not be
How much does it cost?
The cost of a PEP campaign varies depending on your organization’s needs.
A typical PEP campaign is 13 weeks, however, the OAB accepts campaigns as short as eight weeks or as long as 12 months, and pricing is adjusted accordingly.
The fee for a 13-week broadcast campaign, using radio and TV, is $75,000, which yields a return of at least $225,000.
How do I get started?
Potential PEP sponsors begin the process by submitting a letter of intent with a brief background about the organization and the purpose and dates for the campaign.
All new campaigns are reviewed by the OAB’s Board of Directors for approval.
The OAB coordinates distribution of all PEP spots which are typically produced by the sponsor. Sponsors may provide collateral material with the spots, which will also be distributed to stations.
How do I learn more about PEP?
To discuss how a PEP campaign can help your organization broadcast its public education message across Ohio, please contact:
Christine Merritt, President
Ohio Association of Broadcasters