Sponsorship Kit

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.
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Sponsorship
Sponsorship is a message identifying corporate
support for the quality programs and outreach
services provided by PBS Hawaii. Businesses have
discovered that sponsorship:
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Yields significant marketing benefits.
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Builds brand awareness by linking your
business with high-quality programs.
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Generates community goodwill through
support of public television.
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Positions your business before an educated,
influential, and affluent audience.
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Promotes your offerings to a broad audience at
an affordable price.
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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
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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.
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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.
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The compelling programs on PBS Hawaii air
without commercial interruption.
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Sponsorship messages air only at the
beginning and end of programs.
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Viewers are less likely to stray from their
preferred programs.
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Messages stand out: only 2 ¼ minutes of
every hour on PBS are spent on sponsorship
versus up to 20 minutes on commercial
television.
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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.
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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.
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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
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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
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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
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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.
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PBS Kids is the #1 Educational Media Brand
for Children.
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PBS Kids programs have received more
Emmy awards for children’s programming
than any other broadcast network.
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77% of all kids 2-8 watch PBS on their local
stations.
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PBS Hawaii airs the top 4 shows for kids 2-5
and airs 7 of the top 10 programs among
mothers of young children.
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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
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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.
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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
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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
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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)
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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.