Goodwill Communications - A full-service public service advertising consulting firm


January 2012

In This Issue:

New Reports
New Networks
Place-Based Distribution Channels
New Evaluation Procedures

New Reports

In 2012 we introduced several new reports to provide more comprehensive and user- friendly PSA campaign evaluation. These include:

► A separate TV network report, which makes it easier for clients to see which networks are using their PSAs. This report also makes it much easier for us to correlate usage with our outreach efforts. Making outreach calls to networks is something new this past year as well, and it has become an important part of our client PSA distribution plans. As shown here, for one campaign we distributed this past year, networks contributed over $4MM in value, which is nearly a third of the total. The kudos go to Margaret Kessler, our director of outreach.

► A state report, permitting clients to see usage by each state, and then they can drill down to see usage for each station within the state. This is helpful for those clients that have state chapters or local community partners at the state level, making it easier to for them to place follow-up calls and send letters of appreciation to users.

► An interactive map to provide an intuitive way to see usage patterns for every state in the country, according to four different levels of PSA usage. When you let your cursor linger over any given state, the usage stats for that state are displayed.

► Evaluation methodology report
comprised of a Powerpoint presentation posted to each client’s reporting portal. It shows where we get the data used in client reports, how we arrive at values, and other useful information to make reports more meaningful. If every distributor did this, perhaps we would not have so much controversy regarding PSA values and how they are calculated.

New Networks

As specialty cable networks continue to emerge on the media landscape, we have added dozens of new outlets to our client distribution plans. We now have more than 100 national, regional and specialty networks to which we distribute client PSAs, with descriptions about the reach and audiences for each. A list of them has been posted to each of our client reporting portals.

Place-Based Distribution Channels

In the old days PSA campaigns were primarily distributed to broadcast TV, radio and print media. Every once in a while a client would request distribution to outdoor billboard companies. Then along came cable TV, with over a hundred national networks, and some 7,000 local head-end systems, all of which were potential prospects for PSA usage.

Still later, we began seeing advertising messages everywhere – where we shop, on mass transit, bus stops, sides of buses, airports, gas stations, retail stores and the list goes on and on. We want to be the premier distributor which can reach people anywhere they travel, hang out or work, and in 2012, our goal will be to expand our ability to reach audiences anywhere there is an ad medium to do it.

For one of our recent campaigns we facilitated the posting of PSA posters in airports and shopping malls across the country generating over 100 million impressions. See the case history at http://www.goodwillcommunications.com/Reaching_Policy_Makers.aspx

We already have strategic agreements with PumpTop TV, a network of video screens at gas stations, the Entertainment Industries Council, which provides liaison to Hollywood, and Walmart’s Checkout Channel reaching 98 million people in 545 of their largest stores.

We are in the process of expanding our place-based distribution channels to include, Channel One reaching teens, the Premier Retail Network, which controls video screens in big box retailers such as Sam’s and Best Buy, and Wells Fargo, which has a network of TV screens in all its local banking outlets. We also recently sent a proposal for developing a strategic alliance with the 7-Eleven Corporation, with 8,000 stores across America, some of which have video screens.

New Evaluation Procedures

We are always investigating new monitoring techniques and new data resources to make our evaluation reports more comprehensive and useful. The latest source for evaluation data is a service we are subscribing to called TV Eyes. Its unique advantage is that it monitors TV PSAs as they actually ran within programs in all U.S. DMAs. If there are ever questions about whether a TV PSA ran or not, surely this provides the best evidence that they were aired, because you can see them just as they ran. It also allows you to check on editorial references to any given organization as well, so you know what the media is saying about you.