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| Company Name: |
Piedmont Hospital |
| Award Level: |
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| Industry Category: |
Non-Profit & Related Businesses |
| Industry Name: |
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| Promotional Objective: |
Opening New Accounts
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| Award Year: |
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| Promotion Amount: |
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| Distributor: |
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| Objective: |
While keeping its maternity center open during remodeling, the advertiser wanted to alleviate patient stress; attract new patients; thank staff who served during renovation; bring people to an open house; and attract media coverage of renovated facilities |
| Strategy Execution: |
The 500-bed acute care hospital elected to keep its maternity center functioning during a renovation and creation of a women’s wellness center. The target audience of 3,000 included patients, medical staff, hospital board and administrators and ultimately, the local media and community. “Celebrate Life” was the theme, and patients during renovation were issued terry-cloth robes for their stay along with radios with earphones. When the new family member arrived, buttons and yard signs reading, “It’s a Boy (Girl)” were distributed, with stickers reading, “I am a big brother (sister)” given to siblings. The babies were given T-shirts. Shopping bags containing safety plugs, baby sitter memo magnets and other specialties were set out in a cradle for new parents to take. An unexpected highlight was the 90-foot plywood temporary wall over the construction area - new parents were invited to sign the wall, then began to add baby footprints, original art and birth announcements. When the renovation was completed, art from “The Wall” was used on hospital literature, open house invitations and news releases. Coasters constituted the invitation, four-mug sets with wall art were given to parents whose art was used, and maternity wing nurses received coaster/ mug sets. The media were invited with yard signs, coasters and mugs festooned with balloons. All pieces emphasized the “wall that didn’t divide.” |
| Results: |
The target for the open house was 200, and more than 600 attended. Two of three television stations and the leading local newspaper covered the event. |
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| Company Name: |
Walter W. Cribbins Company, Inc. |
| Award Level: |
Silver |
| Industry Category: |
Self-Promotions |
| Industry Name: |
Self-Promotions |
| Promotional Objective: |
Motivating Salespeople/Sales Department Employees
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| Award Year: |
1997 |
| Promotion Amount: |
Distributor Self-Promotion |
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| Objective: |
To change the 80-year old company’s business direction from product orientation to problem solving or program emphasis. |
| Strategy Execution: |
After bringing key salespeople to the PPAI Winter Show in Dallas, where they realized that they were already creating many programs as exciting as some of the award-winning Golden Pyramid entries, account executives were challenged in a “Pyramid Power” program. The program, introduced in all nine offices of the company, was developed to maintain awareness of the need to be creative in formulating solutions for clients. The very best of the programs would be picked by the company to be submitted to PPAI’s Golden Pyramid competition. To launch the program, a folder stamped with the “Pyramid Power” theme was given to each salesperson. Inside was information on the Pyramid competition with a cover letter explaining the campaign. Entries were due at the end of each quarter, so reminders were sent in the form of an imprinted pyramid-shaped Tri-Liter. When an entry was selected, it was photographed and a miniature Lucite pyramid was given to the account executive to display. Imprinted mylar bags were given to the executive to collect the promotional products used in the campaigns to submission to PPAI. The executive also earned points toward attending the Dallas Show. |
| Results: |
A third of the executives submitted entries. While the company had only one entry in the previous year’s Pyramid Competition, after this promotion, it had 13 entries |
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| Company Name: |
The Dubbs Company |
| Award Level: |
Gold |
| Industry Category: |
Self-Promotions |
| Industry Name: |
Self-Promotions |
| Promotional Objective: |
Using Sales Aids for Door Openers
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| Award Year: |
1997 |
| Promotion Amount: |
Distributor Self-Promotion |
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|
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| Objective: |
To education existing clients, to build sales and credibility of promotional products, to encourage clients to meet the company’s staff and to allow clients to meet manufacturers of promotional products. |
| Strategy Execution: |
From the company’s 2,000 customer list, 300 targeted clients were invited to go on a bus trip to Philadelphia to the Promotional Products Showcase-an end-user show produced by the regional association in the area. Since an exclusive art exhibit of Cezanne works was being shown in Philadelphia at the same time, the company’s art department created their own art exhibit, subtly incorporating a golf ball, clock, pen, key fob and travel mug into a Cezanne painting and titling it “The Art of Promotion.” A custom invitation was designed that read like it was an invitation to a special exhibit of promotional products. As they were leaving, guests were given a canvas bag, imprinted with the campaign logo, and containing a T-shirt and mousepad. On the bus trip, senior company officials introduced staff and presented a program about the industry-pricing, artwork, imprinting methods, etc.-a classroom on wheels. |
| Results: |
More than one-third of the invited guests made the trip, the highest attendance ever. An unbudgeted, additional $122,000 in sales was directly attributed to the trip and new business has totaled more than $800,000. Three clients have asked the company to come up with similar promotions for them |
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| Company Name: |
Booker Promotions |
| Award Level: |
Silver |
| Industry Category: |
Self-Promotions |
| Industry Name: |
Self-Promotions |
| Promotional Objective: |
Encouraging Attendance/Involvement
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| Award Year: |
1998 |
| Promotion Amount: |
Distributor Self-Promotion |
| Distributor: |
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| Objective: |
To increase business by educating clients on the uses of promotional products. |
| Strategy Execution: |
Booker Promotions staged a “Magic of Promotional Products” case history seminar. They teased the event with a wide variety of magic themed products and invitations, such as a top hat stick fan and magic wand pencil. During the seminar, slight-of-hand tricks introduced the discussion of product case histories. Attendees completing the seminar received a thank you CD and a mug with the message, “I learned to promote at Booker Promotions Ad-Expo.” |
| Results: |
Originally expecting a possible turn out of around 35 attendees, Booker Promotion reported a total show attendance of 185. |
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| Company Name: |
Dutch Creek Elementary School PTSA |
| Award Level: |
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| Industry Category: |
Non-Profit & Related Businesses |
| Industry Name: |
Non-Profit & Related Businesses |
| Promotional Objective: |
Opening New Accounts
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| Award Year: |
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| Promotion Amount: |
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| Distributor: |
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| Objective: |
To raise funds for school equipment and programs. |
| Strategy Execution: |
While the cost of educating children continues to increase, financial support has declined in many districts, moving responsibility for fund-raising to local schools. The Dutch Creek Elementary School Parent-Teacher-Student Association sought a way to increase school spirit and raise funds without having children go door-to-door, which can sometimes be dangerous. The specialty advertising counselor developed a Run-A-Thon program involving students getting pledges for their laps during gym class or on school property. The “Spirit Runner” logo was developed and imprinted on buttons, pencils and stickers in the school colors for the kick-off assembly meeting. The program included a notebook for leaders with instructions, sample pledge forms, letters, etc. Based on pledge amounts, students could earn prizes such as “Spirit Runner” mugs, T-shirts, sweatshirts, sweatpants and barrel bags. These prizes were awarded to students during classroom award ceremonies. |
| Results: |
An increase of 24 percent over the previous fundraiser netted an additional $4,000 for the school. Pledge money was collected by 58 percent of the student body, an increase of 152 percent over participation in the previous program. |
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| Company Name: |
KABC Radio |
| Award Level: |
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| Industry Category: |
Services |
| Industry Name: |
Services |
| Promotional Objective: |
Opening New Accounts
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| Award Year: |
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| Promotion Amount: |
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| Distributor: |
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| Objective: |
To secure sponsors for major league baseball broadcasts. |
| Strategy Execution: |
The Los Angeles radio station, broadcaster of the Dodger games, mailed a plastic, jersey-shaped key-tag to 1,500 selected advertising agencies and their clients. An accompanying card proclaimed “L.A.’s turning blue” (the Dodger color), and promised an equipment bag would follow. The bag containing a miniature baseball cap, bat and chocolate balls, a Dodger schedule, plus a razor, shampoo and other practical travel items, was received a week later. A handy article case for “road trips,” the bag was intended to serve as a reminder of the team and the station. |
| Results: |
According to the station’s creative director, KABC’s sales division got an enthusiastic reaction from more than 100 major advertisers, making it “the winningest season” from the standpoint of sales. |
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| Company Name: |
Convention Bureau, Eugene Chamber of Commerce |
| Award Level: |
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| Industry Category: |
Non-Profit & Related Businesses |
| Industry Name: |
Non-Profit & Related Businesses |
| Promotional Objective: |
Opening New Accounts
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| Award Year: |
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| Promotion Amount: |
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| Distributor: |
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| Objective: |
To attract convention business to a city by turning the cause of its negative reputation into a positive feature. |
| Strategy Execution: |
As did the rest of the state, the city of Eugene had to contend with an inordinate amount of rainfall, and consequently a bad reputation (which produced bumper stickers proclaiming, “Oregonians never tan…they rust” and the nickname “The Ducks” for the University of Oregon football team). In order to emphasize that although rain is not appreciated in some areas, in Eugene the “convention climate is salubrious,” the specialty advertising counselor developed a “raincoat gauge”-a thermometer and humidity indicator mounted on a card picturing a duck wearing a raincoat. When rain threatened, the humidity indicator changed color. Copy urged, “Rain or shine, be seen in Eugene.” “Gauges” were mailed to 2,000 meeting planners, associations manager and VIPs, along with accompanying literature reciting facts of interest to convention planners, such as the number of new hotel rooms being built and the recent bookings. Postage-paid cards were enclosed for the convenience of those requesting additional information. |
| Results: |
Attributed directly to the raincoat gauge promotion, was one convention in which the 250 delegates were expected to spend $20,000 during their two-day stay. An increase of 50 convention bookings over the previous year was expected to produce an additional $1 million in revenue for the city |
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| Company Name: |
Sun Banks of Florida |
| Award Level: |
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| Industry Category: |
Financial Institutions |
| Industry Name: |
Financial Institutions |
| Promotional Objective: |
Opening New Accounts
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| Award Year: |
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| Promotion Amount: |
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| Distributor: |
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| Objective: |
To promote the opening of a new bank building, and consequently to increase deposits. |
| Strategy Execution: |
The advertiser desired to initiate a low-key, relaxed campaign directed to a small community, the majority of whose members were farmers and cattle ranchers. Therefore, this affiliate of a major bank holding company sponsored an “Ice Cream Sun Day” (the title of this event reflecting its name). Newspaper and radio advertising invited the community to the ice cream social. Upon arrival, bank officers (who did not attempt to sell the bank’s services) greeted the guests; they were then served ice cream in plastic sundae bowls imprinted with the bank’s logo. The bowls were theirs to keep after the event, and jars of ice cream toppings were offered as drawing prizes. |
| Results: |
A crowd of 2,000 (double the amount anticipated) attended the event despite the terrible weather conditions (including a downfall). The promotion was credited with helping the bank to achieve a ten percent increase in deposits, while one-third of the other banks affiliated with the holding company were showing a decline. |
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| Company Name: |
Security Peoples Trust Co. |
| Award Level: |
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| Industry Category: |
Financial Institutions |
| Industry Name: |
Financial Institutions |
| Promotional Objective: |
Opening New Accounts
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| Award Year: |
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| Promotion Amount: |
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| Distributor: |
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| Objective: |
To promote a bank’s trust program. |
| Strategy Execution: |
In a saturation campaign to convey the meaning and purpose of trusts to adults with small estates (a minimum of $50,000), the slogan “Trust is an expression of love” was selected. Bank employees wore necklaces and large buttons imprinted with the “trust” slogan and aroused the curiosity of patrons. Smaller imprinted buttons were distributed to walk-in traffic at the branches. Key chain tape measures in heart-shaped cases were presented to those interviewing with the trust officers. Radio, TV, outdoor and transit advertising supported the campaign. Posters and pamphlets outlining the benefits of established trust funds and will were given out upon request. |
| Results: |
The promotion drew in 400 interviews to the trust department and generated more than $6 million in new accounts. In addition, the buttons achieved substantial popularity; one class of graduating nurses requested that they be distributed at their commencement exercises. |
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| Company Name: |
Walter W. Cribbins Co., Inc. |
| Award Level: |
Gold |
| Industry Category: |
Self-Promotions |
| Industry Name: |
Self-Promotions |
| Promotional Objective: |
Opening New Accounts
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| Award Year: |
1998 |
| Promotion Amount: |
Distributor Self-Promotion |
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| Objective: |
To increase 1996 personal sales by 10 percent over 1995. |
| Strategy Execution: |
In promoting the services of Walter W. Cribbins Co. and her individual services, Joyce Flowers, a ten-year veteran in the promotional products industry, focused on establishing awareness of herself as the source for promotional services. Promotional items such as flower pens, seed packets, and coffee mugs delivered throughout the year created a large, growing, and loyal customer base. Joyce Flowers’ business, now in full bloom, shows no signs of wilting. |
| Results: |
1996 showed a 33 percent increase in sales over 1995 |
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| Company Name: |
Penton Publishing-Heating, Piping, Air Conditioning Magazine |
| Award Level: |
Gold |
| Industry Category: |
Retailers |
| Industry Name: |
Publishing |
| Promotional Objective: |
Opening New Accounts
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| Award Year: |
1995 |
| Promotion Amount: |
$10 or More |
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| Objective: |
To prompt magazine advertisers to buy space in an issue of the magazine devoted to indoor air quality. |
| Strategy Execution: |
A target audience of 230 advertisers was chosen by salespeople to receive a direct mail package. The package was a box with a decal on the outside that stated “shake three times, then open.” The promotional product inside was a clear plastic cube featuring an insert screened with the image of a person sitting in an office. Inside the cube was a special liquid with glitter and dust. Once shaken, the particles floated through the air of the office highlighting a very intangible topic-indoor air quality. |
| Results: |
The magazine promotion manager reported an increase in advertising of more than six percent, generating sales of approximately $45,000. |
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| Company Name: |
The Association of Princeton Graduate Alumni |
| Award Level: |
Silver |
| Industry Category: |
Non-Profit & Related Businesses |
| Industry Name: |
Schools |
| Promotional Objective |
Encouraging Attendance/Involvement
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| Award Year: |
2002 |
| Promotion Amount: |
$10 or More |
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| Objective: |
To build awareness and increase the number of Princeton Graduate Alumni who pay membership dues and make donations to the Association’s Endowment for Graduate Students. |
| Strategy Execution: |
With the Alumni Association celebrating its 50th anniversary and the university celebrating its 100th, the time was ripe for launching an awareness program targeted at the alumni membership. Much of the success of this promotion can be attributed to the year-long series of events, but it was the theme and logo tying it all together that sealed the deal. At the May 2000 Princeton University Reunions, the Alumni Association launched the “50/100″. Promotional items bearing the program logo were used frequently to keep the theme and the campaign visible and non-stop for 12 months. Messenger bags, lenticular postcards, Polo shirts, t-shirts, magnets and mailing labels for all correspondence kept the program alive and vital until its culmination at the June 2001 Reunions. The promotion earns extra points for exhibiting a consistently fun, lighthearted mood that never strayed too far from the traditions and dignity of the century-old university. |
| Results: |
Over 1,000 participants attended the event-five times the usual attendance. A greater awareness of the Alumni’s role was evidenced by increased mentions in university publications as well as a 15 percent increase of alumni paying membership dues. |
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