What to Expect: Campaign FAQs

What are Ad Council Community Impact Campaigns?

Community Impact Campaigns are public service campaigns that work in partnership with a not-for-profit, or group of not for profits, by providing marketing and communications planning and implementation services such as plan development, talent and expertise to create a campaign, media planning, and distribution and account management services. This partnership results in a large-scale multi-media campaign that addresses a social concern.

Who is eligible for Community Impact Campaigns?

Your organization must:

have a 501(C)(3) incorporated status (for collaborative, a lead organization with this status is required);
provide services to the Greater Rochester/Monroe County community;
have paid staff and financial resources committed to the project/program; commitment from the organization’s leadership;
commit to the Letter of Understanding and payment of account activation and project management fee of $5,000/year.

We Don’t Support…

any development or fundraising campaigns (capital, endowment, annual or special event);
one-time and/or annual special event (conferences, fundraising events, etc.);
political/lobbying, religious, government or for-profit programs;
requests focusing on tactical implementation (produce a brochure) or media support only (print media space).

How often do you accept applications?

We accept applications all year long. Campaigns are reviewed twice a year, in May and October. Deadlines are always posted on our website.

If we’re approved, when would the Campaign formally begin?

If accepted, your Community Impact Campaign would formally begin on January 1^st or July 1^st, depending on when you applied.

How long do Community Impact Campaigns usually last?

On average, Community Impact campaigns typically last 5-7 years. Planning usually takes 1-2 years, and the campaign will run for 2-5 years after that. All campaigns are reviewed on a yearly basis, allowing for changes to be made when necessary.

If we’re approved, what can we expect in the first year?

Within the first year, you can expect to work with a research group on market research (if necessary), and to begin working with an agency on a marketing brief to focus your target audience and messaging.

How do we make sure that the campaign is making a difference in the community?

At the start of the campaign, we will devise metrics that will allow us to effectively measure the impact the campaign is having. When the campaigns are reviewed on a yearly basis, all parties have an opportunity to determine the effectiveness of the campaign (to date), and to make recommendations for moving forward. All interested parties are committed to the campaign for one year at a time; however, Ad Council campaigns typically run for 5-7 years.

Are there any fees associated with Community Impact Campaigns?

Your organization will be expected to pay the Ad Council a Project Management Fee of $5,000 per year of support and agree to the terms in the Letter of Understanding that will be provided to you.

What is included in the Project Management Fee?

Your organization will be assigned an Ad Council project manager and an advertising agency to work on your account. The Ad Council staff member will help coordinate every aspect of the campaign, including strategic development and securing donated media space. The Ad Council has long-standing relationships with many of the local media outlets, but space is often limited by availability. In some instances, your organization may opt to buy additional media space that is more targeted to your particular audience(s).

Are there any other costs associated with Community Impact Campaigns?

Your organization will be expected to pay for all hard costs associated with the campaign. This may include (but is not limited to):
- Market research (usually at the beginning of your project, important for benchmarking and to help guide the messaging of the campaign). Follow-up market research may be necessary.
- Paper and printing costs (brochures, posters, fliers).

In addition to the media space provide by the Ad Council, you may want to supplement donated space with paid media. Media buys will vary in amount, and will depend on agency recommendations and budget limitations.

How much should our organization budget for our Community Impact campaign?

It is difficult to give an accurate estimate of what a Community Impact campaign will cost. You can expect to spend approximately $10,000-25,000/year in the first few years of the campaign, but costs vary widely by what resources the collaborative organizations have available and the recommendations made for the campaign. Most campaigns raise additional funding after they are accepted by the Ad Council and have specific allocations for the funds being raised.

To learn more about this program, please call 585-442-0200 x204 or email info@adcouncilroch.org.