Goodwill Communications
Goodwill Communications is a PSA distribution and consulting firm serving U.S. government agencies and non-profit organizations, distributing broadcast, cable, radio, print, and digital campaigns via its proprietary PSA Digital and PUBSANS platforms since 1973.
- Company typePrivate
- Founded1973
- HeadquartersLorton, United States
- Headcount1–10
- GTM typeB2B
- OfferingServices
What Goodwill Communications does
Goodwill Communications is a privately held public service advertising (PSA) consulting firm that distributes PSA campaigns for U.S. government agencies and non-profit organizations. Founded in 1973 by Bill Goodwill and headquartered in Lorton, Virginia, the company provides end-to-end PSA services spanning campaign strategy, creative collaboration, media distribution across broadcast TV, cable, radio, print, outdoor, and digital channels, and comprehensive campaign evaluation. It maintains additional offices in Northern Virginia, Washington, DC, and New York, and serves clients including federal agencies (USDA, EPA, DHS, SAMHSA, CPSC, SSA, military service branches) and major non-profits (DAV, Volunteers of America, Make-A-Wish, AAOS, MS Society, March of Dimes, USO).
Goodwill Communications firmographics
Firmographics- Name
- Goodwill Communications
- Legal name
- Goodwill Communications
- Website
- https://goodwillcommunications.com
- Company type
- Private
- Founded year
- 1973
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Goodwill Communications is a PSA distribution and consulting firm serving U.S. government agencies and non-profit organizations, distributing broadcast, cable, radio, print, and digital campaigns via its proprietary PSA Digital and PUBSANS platforms since 1973.
- Ownership category
- akta.pro rank
Goodwill Communications industry classification
Industry- Product category
- Public Service Advertising Consulting
- NAICS
- Public Relations Agencies (541820), Advertising, Public Relations, and Related Services (5418), Advertising Agencies (541810)
- SIC
- Services-Advertising Agencies (7311), Services-Mailing, Reproduction, Commercial Art & Photography (7330)
- akta.pro primary industry
- Public Service Announcements (PSAs) (MPADAEAL)
- akta.pro secondary industries
- Nonprofit & Cause Communications (BPAFADAK), PR, Reputation Management & Earned Media Platforms (BPAMALAO)
Keywords
Where Goodwill Communications is headquartered
LocationHeadquarters
- HQ city
- Lorton
- HQ country
- United States
- HQ region
- North America
Offices4 records
Markets served
Goodwill Communications business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- PSA Distribution and Evaluation Consulting: Goodwill Communications provides end-to-end public service advertising consulting services to government agencies and non-profit organizations. Services include campaign strategy, creative services collaboration, media distribution across TV/radio/print/outdoor/digital, and comprehensive evaluation. Revenue is generated through consulting fees on government and non-profit contracts, often as a prime contractor or sub-contractor to advertising agencies handling government accounts.
Go-to-market motion1 record
Distribution channels7 records
Marketing channels9 records
Goodwill Communications product offering
Product offeringCore offering
Goodwill Communications is a full-service public service advertising (PSA) consulting firm that develops, distributes, and evaluates PSA campaigns on behalf of U.S. government agencies and national non-profit organizations. The firm secures donated media time and space across television, radio, cable, print, outdoor, and digital channels, leveraging proprietary tools such as the PSA Digital platform, CablePAK shared-reel system, Radio DiskPAK, and the PUBSANS GATEWAY broadcaster database.
Product overview
Goodwill Communications is a full-service public service advertising consulting firm that distributes PSA campaigns to media for the benefit of society. The company operates a platform comprised of service modules including Strategy & Media, Promotion, Distribution, Evaluation, and Creative Services, supported by their proprietary digital distribution platform called PSA Digital. Their core offerings are organized around the five Ps of PSA campaigns: Planning, Production, Placement, Promotion, and Performance measurement. The company also offers proprietary distribution services including CablePAK for cable TV distribution and Radio DiskPAK for radio distribution, both using shared-reel concepts to reduce costs.
Differentiator
Problem solved
Functional benefit
Brands
- PSA Digital: Internal digital distribution download site where all PSAs in current distribution can be viewed and downloaded in several formats.
Products and services
- Full-Service PSA Campaign Management
- PSA Digital
- CablePAK Distribution Service
- Radio DiskPAK Distribution Service Proprietary distribution system that delivers client PSAs to radio stations nationwide, packaged on disk for easy broadcaster adoption.
Quantifiable outcome
- Volunteers of America 'Are You In?' campaign generated over $100 million in verified ad support — the first campaign in Goodwill's history to exceed this threshold
- +7 more outcomes
Companies that use Goodwill Communications
Customer profileNamed customers28 records
Segments3 records
Ideal customer profiles3 records
Goodwill Communications technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature7 records
Goodwill Communications partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered core and notable.
- Crosby Marketing CommunicationscoreCrosby Marketing Communications serves as the advertising agency for DAV (Disabled American Veterans). Goodwill Communications was engaged as a sub-contractor by Crosby to handle PSA distribution and evaluation for the 'Fulfilling Our Promises' campaign. This represents a key agency partnership model where Goodwill provides specialized PSA distribution services alongside full-service advertising agencies.
- Edelman, Inc.coreEdelman served as the public relations agency for SAMHSA (Substance Abuse and Mental Health Services Administration). Goodwill Communications worked with Edelman's team to distribute the multi-media 'Join the Voices for Recovery' PSA campaign for National Alcohol and Drug Addiction Recovery Month.
- Extreme ReachcorePremier platform used by Goodwill Communications for distributing digital program assets to broadcast outlets. Serves as the primary 'push' mechanism in Goodwill's push-and-pull distribution strategy, complementing the pull-through PSA Digital download site.
- National Association of Broadcasters (NAB)coreGoodwill Communications posts PSA files to the NAB's SpotCenter download site, which is accessible to all NAB member stations. This integration extends the reach of Goodwill's digital distribution beyond their own PSA Digital platform to the NAB's broader membership base.
- Wieden+KennedynotableRenowned advertising agency (known for Nike and other famous brands) worked pro bono with the National Multiple Sclerosis Society to create the 'Connections' PSA campaign. Goodwill Communications distributed this campaign which generated $32.4 million in value.
- Auto AlliancenotablePartnership with Auto Alliance (representing car manufacturers) to develop the 'Decide to Drive' distracted driving campaign for AAOS. Jointly created an interactive website at decidetodrive.org where people can report incidents of texting and driving.
- Orthopaedic Trauma AssociationnotableClinical partner in the AAOS 'Decide to Drive' distracted driving campaign. Orthopaedic surgeons from this association participated in the National Press Club launch event, including one who described saving a young driver injured in a texting-while-driving crash.
- Major League Baseball Players TrustnotablePartnership with the Major League Baseball Players Trust for Volunteers of America's 'Are You In?' campaign. Active MLB players participated in Action Team volunteer projects and PSA productions alongside high school students, contributing to the campaign's success in reaching $100 million in value.
- Clear Channel CommunicationsnotableClear Channel (now iHeartMedia), one of the largest radio station groups with 1,000 stations across the country, served as a campaign partner for the March of Dimes Prematurity radio campaign. Their endorsement and logo on PSA materials significantly boosted campaign reach.
Scale indicators15 records
Recent moves6 records
Expansion highlights5 records
Goodwill Communications competitors and assessment
Company assessmentBroad incumbents
- Weber Shandwick: Weber Shandwick is a global public relations firm with a large public affairs practice serving government and nonprofit clients on awareness and behavior-change campaigns that overlap with Goodwill's PSA-focused work.
- Ketchum: Ketchum is a global public relations and communications agency with public affairs and social marketing practices serving federal and nonprofit clients on campaigns similar in nature to Goodwill's PSA distribution work.
- FleishmanHillard: FleishmanHillard is a global public relations and communications agency with established public affairs and nonprofit practices. It competes for the same government and nonprofit awareness-campaign budgets as Goodwill Communications and is a typical lead agency that could engage Goodwill as a sub-contractor or bypass it entirely.
- Edelman: Edelman is the world's largest PR firm and is named in the data as a Goodwill partner (working together on SAMHSA). Its public affairs and health practices serve federal agencies and nonprofits with communications campaigns that overlap significantly with Goodwill's offerings at a much larger scale.
- Burson (BCW / Burson Cohn & Wolfe): BCW is a top global public relations and public affairs firm with extensive federal and nonprofit practice work. It competes broadly for the same agency-of-record mandates and campaign execution work that Goodwill serves via sub-contractor or direct engagements.
- Ogilvy PR: Ogilvy PR is a global public relations and influence agency with public sector and social marketing practices. It competes with Goodwill for public-facing behavior-change campaigns delivered on behalf of government and nonprofit clients.
Direct peers
- The Ad Council: The Ad Council is the largest U.S. public service advertising organization, producing and distributing PSAs for nonprofits and federal agencies. It is the most direct competitive counterpart to Goodwill Communications in PSA campaign distribution and media outreach.
- Russ Reid: Russ Reid is a direct-response and brand-building agency focused on nonprofit clients, including fundraising, awareness, and donor acquisition campaigns. It serves many of the same nonprofit verticals as Goodwill Communications (veterans, healthcare, faith-based, social services) and competes for similar budgets on awareness and donor-acquisition campaigns.
- Crosby Marketing Communications: Crosby is a full-service advertising agency specializing in federal, healthcare, and nonprofit clients and is a confirmed Goodwill sub-contractor partner on DAV PSA work. It competes directly with Goodwill for government PSA accounts and offers overlapping PSA distribution and campaign evaluation capabilities.
- Pursuant (formerly Pursuant Agency): Pursuant is a fundraising and marketing agency serving nonprofit and healthcare clients with campaign strategy, creative, media, and analytics services. It directly competes with Goodwill for nonprofit campaign budgets, particularly where cause awareness and donor acquisition overlap.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights7 records
Customer concentration
Goodwill Communications social profiles
Digital presenceGoodwill Communications financial estimates
Financial estimateRevenue estimate
Valuation estimate
Goodwill Communications leadership team
Management profileNumber of profiles
Profiles2 records
Goodwill Communications funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Goodwill Communications M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Goodwill Communications
What does Goodwill Communications do?
Goodwill Communications is a full-service public service advertising (PSA) consulting firm that develops, distributes, and evaluates PSA campaigns on behalf of U.S. government agencies and national non-profit organizations. The firm secures donated media time and space across television, radio, cable, print, outdoor, and digital channels, leveraging proprietary tools such as the PSA Digital platform, CablePAK shared-reel system, Radio DiskPAK, and the PUBSANS GATEWAY broadcaster database.
Is Goodwill Communications a public or private company?
Goodwill Communications is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Goodwill Communications founded?
Goodwill Communications was founded in 1973. It employs 1 to 10 people.
Where is Goodwill Communications based?
Goodwill Communications is headquartered in Lorton, United States, in the North America region.
How does Goodwill Communications make money?
One revenue line is on record: PSA Distribution and Evaluation Consulting.
Who are Goodwill Communications's main competitors?
Broad incumbents on record are Weber Shandwick, Ketchum, FleishmanHillard, Edelman, Burson (BCW / Burson Cohn & Wolfe) and Ogilvy PR. Direct peers are The Ad Council, Russ Reid, Crosby Marketing Communications and Pursuant (formerly Pursuant Agency).
Does Goodwill Communications have an API?
No public API is recorded for Goodwill Communications.
What industry is Goodwill Communications in?
Goodwill Communications's product category is Public Service Advertising Consulting. Its primary akta.pro industry code is MPADAEAL, Public Service Announcements (PSAs), with a secondary code of BPAFADAK, Nonprofit & Cause Communications. Its NAICS code is 541820 and its SIC code is 7311.