WILLIAM P. GOODWILL
2300 NE 33rd St. Suite 901
Fort Lauderdale, FL 33305
954-354-6832
bill@Goodwillcommunications.com
RESUME OF PUBLIC SERVICE
ADVERTISING QUALIFICATIONS
EDUCATION
B.S., business administration, Youngstown University, (Ohio); M.A., mass communications, American
University, Washington, D.C.; Additional coursework in Social Issues Marketing at the University of
South Florida
Goodwill Communications, Burke, Va. – CEO 1983-Present
1983-Present: Responsible for directing activities of
public service advertising consulting firm involved in
distribution, packaging, replication and evaluation of
social issues marketing campaigns for 160 national
federal agency and non-profit clients.
1997: Established the Public Service Advertising Research
Center on the Internet which is located at http://www.psaresearch.com;
designed the site architecture; compiled resource material and
wrote many of the articles on the site.
1992: Developed a shared-reel distribution program called CablePAK
that has generated over 200 hundred million dollars worth of airtime
exposure for the 80 different federal agency and non-profit clients which
have participated in the program since its inception.
Henry J. Kaufman & Associates, Washington, DC – V.P., Account Supervisor 1980-83
Client: U.S. Coast Guard - Recruiting Advertising Department
Managed a multi-million dollar national recruiting advertising campaign
utilizing both paid and PSA components; supervised on-location
filming in Alaska, Hawaii and various sites across the country; established
a state-of-the-art computerized lead tracking and fulfillment system.
Managed and implemented public service and marketing programs for the
Selective Service System, the Social Security Administration, Friends of the
Family, the International Association of Bricklayers and the American Health
Care Association.
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Grey Advertising, New York, N.Y. 1973-80
Client: Canon USA - Photo Products Division
Account Supervisor responsible for developing and
implementing a national retail co-op advertising and sports
marketing program for the Canon AE-1 camera; trained regional
Canon sales force on how to use co-op advertising to increase sales.
Client: U.S. Department of Transportation - National Highway Traffic Safety
Administration
Deputy Director, Highway Safety Center for Mass Communications;
supervised six national PSA campaigns to combat drunk
driving, increased safety belt usage and observance of
the 55 MPH speed limit; editor of nationally circulated
newsletter sent to state and federal highway safety officials.
Organized four regional highway safety workshops held at
various venues across the country to engage local highway
safety public affairs staffs in the national educational program;
gave presentations on how to develop an effective media relations effort
Client: Department of Defense - U.S. Navy Recruiting Command
Field account director for mid-Atlantic region of Navy Recruiting;
on-site traffic manager at Navy Recruiting Command Headquarters,
Arlington, VA.; responsible for all tracking clearance of all creative
products on Navy's $25 million personnel recruiting ad campaign.
OTHER GOVERNMENT PUBLIC SERVICE ADVERTISING EXPERIENCE
U.S. Navy Recruiting Command
1989-1999: Public service advertising consultant
responsible for completely restructuring Navy's PSA
program and the distribution/evaluation of all Navy national
PSA activities in television, radio, newspapers and outdoor.
Peace Corps
1993-1980: Responsible for all post-production, aspects
for seven multi-media volunteer recruitment PSA campaigns
that have generated over $59 million in verified airtime exposure
since the inception of the program. The campaigns generated
782,000 leads, resulting in 58,558 applications, 21,456
invitations to join the Peace Corps, and 18,028 Volunteers
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U.S. Department of the Treasury
Internal Revenue Service
1993- Present: Packaged, replicated, distributed and evaluated annual
multi-media PSA campaigns supporting tax filing season for both English
and Spanish speaking audiences; developed a specialized cable
packaged called CABLE TAXPAK consisting of both PSAs and Video News
Releases. Total value generated from all campaigns to date exceed $50 million in
verified exposure.
Savings Bonds
1992-2000: Distributed and evaluated eight annual national
TV PSA campaigns designed to create greater general
awareness of Savings Bonds and increase sales that have
generated in excess of $40 million in verified PSA exposure.
Social Security Administration
1991-Present: Packaged, replicated, distributed and evaluated
ten national, multi-media PSA campaigns on various Social
Security programs, including promoting their online
website which were distributed to both English and Spanish
speaking audiences. Aggregate value exceeds $80 million in
verified exposure
U.S. Department of Health & Human Services
Centers for Disease Control & Prevention
1998-2000: Distributed and evaluated national multi-
media PSA campaigns dealing with diabetes and how to
avoid gastro-intestinal problems for African-American, Spanish
speaking and general audiences.
National Institute on Aging
1990-Present: Distributed and evaluated eight national
TV PSA campaigns aimed at increasing greater public
awareness of NIA and the programs it offers to senior citizens.
National Eye Institute
1991-Present: Distributed and evaluated three multi-media PSA
campaigns on glaucoma and diabetes aimed at senior
citizens and African-Americans.
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National Cancer Institute
1988- Evaluated multi-media PSA campaign on
cancer danger signs for the Office of Cancer Communications.
Office of the Secretary
1983: Managed all facets of national public service
advertising campaign on responsible parenting entitled:
"Friends of the Family"
Department of Agriculture
Forest Service
1985: Distributed, replicated, packaged and evaluated three
national PSA campaigns dedicated to promotion of conservation
and multi-purpose use of America's national forests.
Natural Resources Conservation Service/
Animal & Plant Health Inspection Service
1990-1994: Distributed, replicated, packaged and
evaluated four national multi-media PSA campaign promoting
conservation and the contributions of America's farmers;
developed campaigns dealing with plant and animal infestation
of U.S. agriculture and forests.
U.S. Department of Transportation - Office of Research
1990-1998: Distributed, packaged, promoted and evaluated four national
PSA campaigns co-sponsored by DoT and the American Petroleum Institute
on the subject of liquid petroleum pipeline safety
National Aeronautics & Space Administration
1988-90: Provided evaluation of NASA's radio
public information program and designed strategic
distribution program for their office of radio and
television
U.S. Department of Labor - Secretary's Office of Policy
1987: Wrote 100-page report on the subject of occupational
substance abuse; wrote an anti-drug pamphlet distributed to 25
million workers; helped develop national worker awareness campaign
on substance abuse and hazardous chemicals in the workplace
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OTHER CONSULTING ASSIGNMENTS:
Gannett Corporation
1985: Developed promotional campaign for market intro-
duction of "USA Today Update," an electronic news
and information system
InterConsult/Cahners Exposition Group, Inc.
1987-89: Handled pre-conference and on-site publicity
for Corporate Electronic Publishing seminar and exposition
held in Washington, Chicago, Los Angeles and Toronto
American Society for Training & Development
1985: Developed national public awareness campaign for
association representing 50,000 human resources
professionals
STAFF POSITIONS:
Dynalectron Corporation, Washington, D.C.
Director of Public Relations 1971-1973
Developed national corporate and financial PR program to bolster image of this half billion dollar
multi-national conglomerate.
Washington D.C. Board of Trade, Washington, D.C.
Director of Public Relations & Sales Promotion 1969-1971
Responsible for promoting increased tourist and convention business in the Nation's Capital through
national sales promotion campaign aimed at consumers, travel writers and tour brokers.
National Consumer Finance Association, Washington, D.C.
Director of Press Relations 1968 - 1971
Responsible for upgrading the image of the consumer finance industry through national public awareness
campaign.
Other Accomplishments
Taught course in Advanced Promotion Strategy as Visiting Professor
at Marymount University, Arlington, Virginia.
Served as a member of the Task Force on Drug Abuse for
the National Capital Chapter of the Public Relations Society of America.
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Designed and implemented the first computerized PSA evaluation software
for the U.S. Coast Guard in 1981.
Helped plan and appeared as speaker on first national Symposium
dedicated to Public Service Advertising sponsored by Arbitron and the
Newhouse School of Mass Communications.
Served as vice chairman and chairman of the National Broadcast Association
for Community Affairs’ Partners in Public Service.
Awarded a Public Service Commendation by the U.S. Coast Guard for
work in helping the Coast Guard meet its manpower recruiting goals.
Pioneered the "shared reel" distribution service concept which
Involves placing multiple PSAs on a single tape or CD as a method
of lowering costs. The firm’s proprietary services called CablePAK and Radio
DiskPAK have generated $400 million in PSA exposure and
over 80 national organizations have used the services.
Made presentations at a variety of venues, including the National Symposium on
Public Service Advertising, National Broadcast Association for Community
Affairs, Religious Broadcasters Association, Public Relations Society of America,
Safe Boating Conference, the American Petroluem Institute’s Pipeline
Safety Conference, the U.S. Air Force Marketing Conference, the Coalition
on Donation Communications Workshop, the annual meeting of the
Make-A-Wish Foundation, the Federal Communicators Network and others.
Created the PSA Research Center, the only on-line library dedicated to
public service advertising, social issues marketing and cause related
marketing at www.psaresearch.com and wrote many of the articles on the
site. A list of articles follows.
Articles
Broadcasters Cafe - Developing Your Station's Image Via PSAs
Broadcasters Cafe - Using PSA Strategy to Get Heard and Seen
Broadcasters Cafe - Effectiveness in Public Service Ad Campaigns
Broadcasters Cafe - Articles
Involving Your Community Partners
Planning Your Radio PSA
PSA Bibliography - Cause Marketing Pros and Cons
PSA Research – Myth’s and FAQ's
PSA Bibliography - Marketing Your Message
PSA Bibliography – The Internet: We Have Met the Future!
PSA Bibliography - Passive vs. Active
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PSA Bibliography - How To Make Your PSAs Stand Out In The Crowd
PSA Bibliography - Corporate Sponsorships
PSA Bibliography - How You Can Use Evaluation Data
PSA Bibliography - Getting Credit for Doing Good
PSA Bibliography - Cause Related Marketing
PSA Bibliography - Outdoor
PSA Bibliography - Generic
PSA Research - Getting Help & Resources
PSA Bibliography - Network Clearance - A Producer's Checklist"
How to Place Public Service Advertising in Your Community
PSA Bibliography - How You Can Use Evaluation Data
PSA Bibliography - Using PSA Strategy to Stay Ahead of the Competition
PSA Research - Media Profile - Outdoor
PSA Bibliography - Television and the Internet
PSA Bibliography - Broadcast Distribution
PSA Bibliography - Broadcast Evaluation
PSA Bibliography - Campaign Effectiveness
PSA Bibliography - Campaign Planning/Strategies
PSA Bibliography - Outdoor-Distribution & Evaluation
PSA Bibliography - Print-Distribution and Packing
The SSA Public Affairs Tool Kit
Case Studies
Case Study - Print Public Service Advertising
Case Study - PSA Evaluation
Case Study - Financial Marketing
Case Study - Outdoor Public Service Advertising
Case Study - The Dangers of Sedentary Living
Case Study - Avoiding Communications Disorders
Case Study - Addressing Child Poverty
Case Study - Protecting the Environment Through Energy Efficiency
Case Study - The Importance of Community Partnerships
Case Study - How Military Services Use PSAs to Increase Visibility
Case Study - Using PSAs to Support Recruiting
Case Study - How PSAs Helped Increase Public Support for Social Security
Presentations
The 5 P’s of PSAs
Ten PSA Action Steps for Local Partners
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