The Advertising Council Inc., a New York nonprofit that uses advertising for social causes, retained Blue Sky Factory, Baltimore, to support its e-mail marketing campaigns.
Blue Sky, an online marketing and technology firm, will donate the use of its Publicaster Web-based application to the Ad Council for communications to the entity's key constituents. The Publicaster has a form-based tool that handles delivery and tracking of text, HTML and rich media campaigns. The Ad Council has control over creative for messaging and distribution.
Essentially, the Ad Council can update its media contacts at the start of new campaigns, directing them to the site at www.adcouncil.org for materials, previews and information.
Blue Sky also will help the Ad Council comply with the CAN-SPAM legislation. It has had a relationship with the Ad Council since 2002.
The Ad Council creates public service ad campaigns for more than 45 issues including child hunger, family literacy and the prevention of drug use, crime, drunken driving and colon cancer. The campaigns are developed pro bono, running on donated media time and space.