public service ad campaigns addressing important social issues.
OUR CASE STUDIES
I worked with Goodwill Communications for 5 years when managing the PSA campaigns for the Peace Corps. During the seven years that Goodwill Communications distributed Peace Corps PSAs, we generated 782,000 leads, and 18,028 Volunteers actually joined. While there was an active direct mail program and college recruiting efforts during this time, paid advertising was minimal, meaning that PSAs contributed to the lion’s share of recruiting leads. What more can I say about their work?
I managed the Audio-Visual Department for the Navy Recruiting Command when Goodwill Communications was hired to revamp our entire PSA program in 1985. They did an incredible job in terms of lowering our costs, developing more strategic distribution plans, re-positioning our PSAs to get more airtime, and using new tools to evaluate impact. Because they have experience in paid advertising – which very few distributors have – that helped us to integrate the PSA program into our overall advertising program and attain our recruiting goals.