PUBLIC AWARENESS EFFECTIVENESS
Regardless of the message effectiveness, if it is not delivered to the target audience, does it really matter? The first step in demonstrating how effective your Public Awareness communication is, you need to be able to show that your message is reaching its intended target.
Effectiveness begins with having communications directed at the “Right Target” i.e. the affected public within the pipeline corridor.
- 1. Gauging effectiveness based on the number of non-deliverable mailings does not reflect an accurate picture of whether or not a Public Awareness mailing has reached all addressed structures within the PIR.
- 2. Delivery measurement based on returns may provide a false sense of “effectiveness”.
- 3. Current effectiveness measurements are based on the number of pieces of mail returned as non-deliverable; however, these measurements should be based on the percentage of structures within the designated corridor that actually received the communication.
The statistics associated with a typical “Shotgun” mailing for a 273 mile segment demonstrate the ineffectiveness of this approach:
1733 residential structures identified inside the PIR
1351 deliveries to the residents inside the PIR
382 residential dwellings within the PIR who DID NOT receive the PA mailing
8463 Number of mailings sent to addresses OUTSIDE THE TARGET AREA
Although 99% of these mailings were delivered, typically up to 20% of the residents in the corridor were NOT reached.
The benefits of a geo-spatial placement service include:
- 1. Mailings are focused on the actual structures located IN the pipeline corridor.
- 2. Eliminate the need for saturation mailing, along with the associated extra expense.
- 3. Operators have a defensible position on the first step on determining effectiveness.
- 4. Permanent address records along the ROW are maintained on a scheduled basis.
To learn more about how the Geo-spatial Positioning Service can help you demonstrate Public Awareness mailing effectiveness, please contact us.