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Customized Web Packages and HTML Emails

Customized news packages are 3-to-4 minute videos that are created by the Ad Council's Corporate Communications Department (both PR and Interactive Services) in conjunction with Home Front Communications. These packages can be used by both the campaign sponsor and the volunteer agency to promote the campaign to their key stakeholders/constituents, and use many of the elements of a bites and B-roll package (BBR) distilled into a prepackaged news story. This news story is then distributed via the Internet by our sponsors to their members and key stakeholders. The content (sound bites and cover video or B-roll) in the web package is drawn from the bites and B-roll feed. The only additional element the sponsor needs to address is the web package introduction.

Since the web package is typically distributed to the sponsor's stakeholders, who are already informed about the core issues related to the campaign, the package usually focuses on the campaign rather than on discussion of the issue itself. This is in contrast to the BBR, which provides a lot of general information because it is being disseminated to the general public (via TV stations).

A customized HTML email is also designed by the Ad Council's Corporate Communications Department (both PR and Interactive Services). These emails also can be used by both the campaign sponsor and the volunteer agency to promote the campaign to their key stakeholders/constituents. The body of the email contains background about the campaign, includes a link to the multimedia news release (MNR) in order to view the new campaign creative, and highlights the campaign url and/or hotline.

Total Cost: $3,500$7,000 for the web package (dependent on whether it's used in conjunction with BBR), and $1,000 for HTML Email

View Sample Here


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