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Local Tagging

 
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.)
 
 
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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