New iPSA Combines Traditional Approaches and New Media Techniques for Greater Audience Engagement

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Goodwill Communications, Inc. and Inc. announced today a new interactive service called the "iPSA" (interactive Public Service Announcement).

Goodwill Communications, Inc. and Inc. announced today a new interactive service called the "iPSA" (interactive Public Service Announcement).

Traditional PSAs rely on donated TV, radio, print, internet banner and outdoor ad inventory which is becoming increasingly scarce and more competitive. Further, traditional PSAs often do not permit precise audience targeting because there is no control over the placement and timing of the message.

In contrast to traditional approaches, the iPSA leverages the value of PSA campaigns by adding interactive web 2.0 features such as interactive widgets to engage people, and encourage them to pass social messages along to their friends and colleagues.

"Social networks are the ideal medium for socially relevant messages and one of the major benefits of the iPSA is that it can expand the reach of traditional PSAs while honing in on the target audience." points out Ken Fischer, CEO of ClickforHelp. "At the same time they can seed enduring on-line communities allowing for a more enduring impact of the basic message," he said.

"The iPSA is the natural evolution of public service advertising, and has the potential to expand the use of PSAs because studies show that the online audience is growing in leaps -- and bounds," observes Bill Goodwill, CEO Goodwill Communications, a firm which specializes in PSA distribution and evaluation. "The iPSA allows direct participation and community-building around messages, issues and causes, which is what public service advertising has always been intended to evoke," he said.

ClickforHelp, a Virginia-based technology consulting firm, has been creating online social networking tools for its customers for over 5 years. The first iPSA created from the collaboration of the two firms will be an on-line interactive website created to promote
exercise and fitness, scheduled to be released in April 2008.

Debra Lavoy leads the new media marketing practice for ClickforHelp under the brand, which will create the social networking and interactive aspects of iPSAs. Debra has been on the forefront of online marketing for over 10 years, creating innovative online marketing programs for such companies including Netscape, AOL-Time Warner, Adobe, and Serenade Systems.

About Goodwill Communications Inc.
Goodwill Communications Inc. is a public service advertising consulting firm which has been providing PSA and cause marketing services to leading non-profits and federal agencies for over 23 years. Its originated over ten years ago is the only online resource library for the PSA industry. For more Information visit:

About Inc. is an enterprise-class IT consultancy designed to meet the particular needs of emerging and small-to-medium businesses (SMB). It leverages its open source toolsets, software libraries and proven design and implementation methodologies to deliver sophisticated, flexible IT solutions that increase clients' efficiency while lowering their total cost-of-ownership. For more information, visit, ClickforHelp Managebase, ClickforHelp MemberKeepers, ClickforHelp Market4Good and the ClickforHelp logo are the property of, Inc. All other brands and trademarks are the property of their respective owners.


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