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| Home ยป Custom Services » Local Tagging |
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Local Tagging |
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 One
of the most important strategies any organization distributing PSAs
can employ is to find ways to build a stronger bond with local communities.
Just as all politics are local, the same holds true for PSAs. While
there are a number of different ways to accomplish the objective,
one of the most commonly employed is tagging PSAs. We have handled
tagging for a variety of different clients including the American
Lung Association, the Make-A-Wish Foundation, the American Academy
of Orthopaedic Surgeons, AARP and the National Association of State
Insurance Commissioners (NAIC).
A good example of our
local tagging work are campaigns we distribute each year for the
Make-A-Wish Foundation, which has 81 different chapters around the
country. In addition to having to decide exactly which tags go on
which PSAs, the assignment is made considerably more difficult because
there are four different video tape formats that each station prefers.
We must be very careful to monitor the tagging and replication process
from beginning to end to insure that the correct tags and formats
for each chapter are sent to stations.
In addition to tagging
all TV PSAs, we also develop custom
software to correlate their
81 chapters with our master TV, radio and print database. Draft
distribution lists for each chapter are then posted to our PUBSANS
GATEWAY website and chapters can make changes in the distribution lists in real time. (Note:
To gain access to our PUBSANS GATEWAY, you will need a password
to enter this portion of the site. To obtain a password, please
e-mail Bill Goodwill or call 703-426-0881.) |
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| Our work for the National
Association for Insurance Commissioners is even more challenging
because in addition to what we do for Make-A-Wish, we had to actually
insert video pieces inside each of the TV PSAs for each of the 32
participating states. Our ad agency partner on the project provided
us with video clips that had to be inserted precisely at the appropriate
spot within each TV PSA and in some cases we had have our post production
facility trim a few seconds or pad the spots with a few seconds
to make the timing work. We then created 32 sub-masters, SIGMA encoded
each, and continued with the replication packaging and distribution
of the PSAs in the normal fashion. |
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