Download information about the VAB’s Public Education Partnership (PEP) Program – also known as the Non-Commercial Sustainability Announcement (NCSA) Program.

What is PEP?

The Vermont Association of Broadcasters (VAB) Public Education Partnership (PEP) program is an FCC and IRS sanctioned program offered by all 50 state broadcasters associations. It is intended to help non-profit organizations and government agencies deliver their messages of public interest effectively and affordably around the entire state using the network of commercial radio and television stations local to each region.

Who uses PEP?

Vermont Army National Guard has successfully used this program for recruitment for over 25 years. Vermont Department of Children & Families use it to promote adoption & find foster families. Other users include Vermont Commission on Women, Vermont Department of Mental Health, Advance Vermont, Vermont Division of Vocational Rehabilitation, Governor’s Complete Census Count Committee, Vermont Adult Learning, US Attorney General division of Vermont, Recovery Vermont, Vermont Health Care Association and the list keeps growing!

How Does PEP Work?

The 40 commercial radio and 5 network affiliate television stations operating around the state donate airtime to the Vermont Association of Broadcasters (VAB). In exchange for funding, the VAB makes the airtime available to nonprofits and government agencies not already buying advertising directly from local stations. For every $1 of funding from your organization, the VAB guarantees a minimum of $4 of retail advertising.  It makes limited outreach funds stretch four times as far and  achieve state-wide reach and meets match grant requirements.

How is PEP different from a PSA?

A Public Service Announcement (PSA) is aired by a station without a monetary commitment and is therefore aired by the station at its own discretion. Airtime for PSAs is never guaranteed, nor do stations offer stats about where, when or how many times it aired. PSAs are a useful approach for grassroots, community organizations (i.e. churches, small one-time fundraisers) who do not have access to outreach funds or grants and who rely solely on a station’s commitment to community service. Contrary to a PSA which is usually handled by a public service liaison wearing many hats and revolving in and out of that position, when you work with the VAB, your messages get scheduled through each station’s traffic department (the same way paid commercials do) and the VAN follows up to ensure they received and scheduled the campaign.

Where & When will PEP spots air?

Approximately 40 commercial radio and five commercial television stations in Vermont air PEP spots regularly. Specific stations, dayparts or programs are not guaranteed, since stations participate voluntarily. However, the VAB works diligently with it’s membership to ensure effective coverage. PEP spots are placed ROS (run-of-station) which means they can air anytime Monday-Sunday. A 4-to-1 return on investment ratio is guaranteed. 

What kind of confirmation is received?

At the end of each calendar month, the VAB provides a spreadsheet identifying the stations the PEP messages aired on, the quantity on each station and the total estimated retail value. In addition, the VAB forwards affidavits (airtime reports) provided by the stations that show the exact dates and times all the PEP messages aired.

Why do stations participate?

Stations voluntarily air PEP campaigns because they understand PEP funding enables the VAB to provide programs and services to those stations that make them better broadcasters. PEP revenue subsidizes professional growth opportunities, scholarships, workforce recruitment initiatives, FCC regulatory compliance programs, recognition awards and events and other member benefits that many stations individually could not otherwise afford.

What is the “ideal” PEP message?

Because PEP is not designed to target specific demographics, the ideal PEP message is one of general educational importance to the majority of Vermonters living in every part of the state. Any good radio or TV spot should tell a compelling story and have a motivating call to action. Messages are generally :30 seconds long and must have a sponsorship identification tag at the end making it clear who is paying for the message. TV spots must be closed captioned and spots cannot be considered “issue” advertising, which is defined as pushing a political agenda. 

Does the VAB provide resources to create and distribute the message(s)?

Yes. If you don’t already have a produced message, the VAB will assist with copywriting and/or production of your message(s) at no additional cost to you and your retain all approval rights in advance.

How do I know if I’m eligible for PEP?

You are eligible to run a PEP campaign if:

• You are a Non-Profit Organization or a Government Agency or Department
• You have a message of public interest
• You have not purchased or made inquires to purchase radio or television advertising directly from a local station in the last 2 years
• Note, every PEP campaign must be approved by the VAB Board of Directors

How much does it cost?

Cost of a PEP campaign is determined on a case-by-case basis based on two factors; campaign duration and whether you use radio, television or both. The minimum cost to air a PEP campaign is $4,000 per month, but that guarantees you $16,000 per month in airtime value!

How do you find out more?

Contact Wendy Mays, Executive Director of the Vermont Association of Broadcasters via email at wendy@vermontbroadcasters.org or call 802-233-0296.