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Problem: No money! Virtually none, anyway.
ALX had enough funds for the development of a few print ads,
but not enough to buy space. The ads could be submitted to
publications as public service announcements (PSAs), but how
could we persuade the publications to actually run them?
Solution: Boscobel first carefully targeted
the publications, then sent the ads along with a strong, persuasive
letter. The ads also left room for a credit line stating, "This
is a public service announcement from the U.S. Department of
Labor and [Name of Publication]," so the pub could share
the glory. This strategy led to ads initially running in magazines
with a total circulation of nearly 700,000 readers. Many of the
publications now run the ads regularly.
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