Good morning.  My name is Cary Hatch.

I am the president and chief executive officer of MDB Communications. MDB is an independent, 27-year old, advertising agency headquartered in Washington DC. We serve a diverse, national and global client base including National Geographic, Hunter Douglas and Boston Market.

We have also worked for the Partnership for a Drug-free America, The Wellness Community, and Samaritan Inns for the homeless.

Our agency expertise encompasses television, print, online and social media – as well as direct marketing and PR programs.

I’m privileged to serve as the Chairman of the Mid-Atlantic Board of Governors for the American Association for Advertising Agencies (4A’s), and recent Chairman of Advertising Week DC.  I also serve on the Executive Committee of the Greater Washington Board of Trade – and hold a board position for Leadership Greater Washington. I’ve been fortunate to be recognized as a Silver Medal Honoree – an honor given by the American Advertising Federation for leadership and commitment to the community and the industry.

More importantly, as a life-long advocate and perpetual student of the ever-changing advertising industry – I’ve devoted my entire career to leading advertising and marketing initiatives that meet or exceed their goals – and I maintain a keen sensitivity to the return on investment for every program we lead or are part of, no matter the brand – whether publicly traded or not-for-  profit.

Thank you for the opportunity to share my thoughts today, regarding the pilot program for the Veterans Administration’s current outreach efforts.

With the new directive from Secretary Peake, the VA is provided with a wonderful opportunity to utilize paid media to fulfill a “communications mission” to promote awareness of veterans programs including:

• opportunities for education, training, healthcare and other benefits  including the prevention of veteran suicides.

Chairman Mitchell during the last hearing – ably pointed to the need for The VA “to take advantage of the communication possibilities of modern media.  But it must do so intelligently." This was further supported by The Hon. Ginny Brown-Waite, stating that “ 21st Century technology needs to be explored.”

Furthermore – Chairman Mitchell went on to correctly point out that VA marketing efforts, are “not about the VA, it is about our veterans”. 

“Before doing anything, the VA must learn to see the world from the perspective of the veterans the VA wants to reach.  The VA must come to understand where veterans can be reached and what messages and messengers will get veterans’ attention.  And he went on to acknowledge that “This is not something VA has done before.”

I’m proud to underscore that the history, power and corresponding results of  pubic service advertising has been well documented since 1941. Whether we consider The United Negro College Fund’s “A mind is a terrible thing to waste” campaign; the Peace Corps’ “The toughest job you’ll ever love” – or the Partnership for a Drug Free America’s numerous campaigns that “un-sell drug use....they’ve all  have been effective in changing perceptions and behavior. Key to this are the fundamental tenets found in all effective advertising campaigns.

Therefore Public Service Advertising, as with all advertising, relies on achieving their potential by calibrating the following ingredients:

• The right message – (one central idea that matters to them)
• The right media – (reaching the target based on their media consumption habits)
• And propelled by sufficient investment/spending levels (media weight) to communicate the message to the perspective target – and securing reasonable awareness – resulting in comprehension, conviction and motivation to move to action..... when needed.

In order to ensure that is done – the VA must produce the

Right Message:  garnering a Visceral response – that will lead to action

In my experience, in working on the Partnership for a Drug-free America, the best campaign successes are founded on specific consumer research that identifies a unique consumer insight that is in turn conveyed to the target in a meaningful way.

This is the distinctive talent that seasoned advertising professionals bring to life. While advertising is not an exact science, or merely an art – it is a combination of research, insight, inspiration and persuasion that moves people to consider your message and compel them to act on and/or advocate for your notion. When done well, tremendous results can take hold, done poorly your effort will join the clutter of thousands of messages that lay dormant. Hire a pro.

One option is to engage with the Ad Council – if this has not been considered already.

The Ad Council marshals volunteer talent from the advertising and communications industries, the facilities of the media, and the resources of the business and non-profit communities to create awareness, foster understanding and motivate action.

Ad Council campaigns are produced pro bono by advertising agencies retained by the American Association of Advertising Agencies. Each Ad Council campaign is sponsored by a non-profit organization or a government agency that provides the production and distribution costs and serves as the "issue expert." The Ad Council works with the advertising agencies and the sponsor organizations throughout the development of the campaign by conducting research, media outreach, public relations activities, and creative services.

Investment spending:

Brilliant advertising ideas can only take flight when supported by ample (but prudent) investment spending. Top-notch creative ideas must be supported by reasonable budgets that allow them to realize their desired results.

It is important to note that the airtime that PSA campaigns seek can be largely decided by PSA directors at media outlets across the country – And getting them to select to air YOUR TV spot can rely on not just your cause – but the quality and impact of the campaign you submit for their consideration.

The directive here is to meet the needs of the Public Service Directors – the very folks you need to engage to actually run your TV spots – and place your print or transit work.

I am a tenacious advocate of managing campaign expectations by aligning investment spending with projected results…. as they are in direct correlation to one another, and a necessary and disciplined effort to bring any program to a successful conclusion.

Which leads me to the next tenet:

Using the Right Media: or “Fish where the fish are”

It is my understanding that in addition to reaching all prospective candidates for VA support --- ensuring that we reach the younger veteran as well, is of prime importance – specifically those young men and women returning from Iraq and Afghanistan.

I believe it was Chairman Mitchell that stated: “The need for outreach is not limited to our younger veterans.  The VA has transformed itself over the past 10 to 15 years.  VA needs to find ways to communicate to older veterans that the VA has health and other services and many benefit programs of which veterans might not be aware, that veterans of all ages can benefit from.

I would put forth for your consideration that with the evolving media consumption habits of the country (and indeed the world)…..embracing the fast-paced area of new media options should be a foremost consideration for a campaign of this type.

Use of social networking platforms such as FaceBook, MySpace, and others may prove to be some of the most cost-effective media strategies the VA can examine and exploit.

Modern media, such as online advertising campaigns, social networks, SEM – search engine marketing, contextual targeting, etc. in addition to television, are essential tools for outreach, particularly when it comes to the young and older service members alike. 

Strategically, when there is alignment on:

• the definition of “what success would looks like”
• smart investment of funds,
• seasoned agency partners and
• a firm commitment to tracking of campaign results.....

……a solid campaign roadmap and program outcomes can be achieved.

I look forward to hearing the results of the test program here in Washington DC and the learning achieved from that -- that is likely to shape the program going forward. I think we can all agree that a there is much to consider in committing additional funding to roll out the program on a regional or national level.

In summary, recommendations include:

• Consider working with the Ad Council and/or an AAAA’s agency to guide this initiative. Their experience in this arena can shorten the inevitable “learning curve” – and the lack of experience the VA has acknowledged  in this arena. This strategic alliance is likely to ensure the best use of the government’s resources.
• Developing and documenting the desired outcomes of such a campaign (what does success look like?) and committing to tracking campaign performance with regular reporting.
• Evaluating and aligning the internal VA leadership that will direct and administer the campaign (and who will work with outside firms and agencies) to maximize internal talent and external expertise.

It is critical that the VA embark on a nationwide effort – with the best professionals it can secure by its side – in this unchartered arena. This is necessary to avoid wasted time and money – and key to achieving its intended goals – of informing and supporting our veterans.

Thank you again for the privilege to meet with you and share my point of view on this important program. The power of advertising is great – and outcomes can be significant – when based on thoughtful, strategic and comprehensive planning that leads the way.