Category : MarCom Awards

2013 MarCom Entry, aritchbrand

Winner: aritchbrand
Title of Entry: “Front Page of the New York Times”
Location: Boston, MA
Client: Cyber Aces
Category: 169. Newspaper placement

LogoPlacing a client in any newspaper is tough and the bigger the paper, the bigger the challenge.  The New York Times is an especially hard sell with editors and reporters hearing about every conceivable pitch imaginable.  Aritchbrand of Boston was approached by a fledgling company called ‘Cyber Aces‘ who was looking for prominent media exposure.  Adam Ritchie Brand Direction, whose services include marketing, media outreach, crisis management, and creative development, was game.

cyberaces-logoCyber Aces identifies, trains, mentors, and develops young Americans for the quickly emerging field of cyber security.  Their students are the future employees of the NSA, the Pentagon, and Fortune 500 Companies.  The field of cyber security is getting crowded and Cyber Aces wanted to differentiate itself from the pack when it turned to aritchbrand.

Aritchbrand developed and honed a unique pitch.  They called up the Times lead cyber security writer and offered to bring a high school hacker to the offices to grill the paper’s cyber security chief…sort of a young Jedi knight matching skills with an old Jedi master scenario.  If the writer was impressed, do a story.  If not, at the very least, the security chief might learn a few things.  The writer took the bait and not long after Cyber Aces not only made the paper, but the front page.

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2013 MarCom entry, Fahlgren Mortine

Winner: Fahlgren Mortine
Title of Entry: “Myrtle Beach Celebrates its 60 Miles in 60 Days”
Location: Columbus , Ohio
Client: Myrtle Beach Chamber of Commerce
Category: 160c Social Media Campaign
fahlgrenmortine logoLike many Eastern Seaboard beach destinations, Myrtle Beach was facing the usual seasonal dilemma–the end of summer.  After Labor Day, tourism traditionally slows to a trickle.  The weather is still warm, the many destinations still desirable, the activities still welcoming.  So what’s a Chamber of Commerce to do?

Myrtle Beach turned to the Fahlgren Mortine agency in Columbus, Ohio.  Fahlgren Mortine is one of the largest independent agencies in the country and has a client list that includes McDonalds and Visit Florida.  The agency created a social media campaign  under the banner of “60 Miles in 60 Days” to generate buzz and bring the tourists back to Myrtle Beach after summer’s end.

AP_travel tweetThe campaign wanted to offer visitors all 60 miles of the ‘Grand Strand’ and everything that is connected to it.  Research showed that most visitors love the amenities and activities of the area, but do not book because of lack of information on the destination. So, the agency sent teams to South Carolina to unearth 60 secret spots to tie into the campaign.  Fahlren Mortine then turned to facebook, twitter, bloggers, and the internet to broadcast the message.

The results show that the campaign reached more than 47 million consumers from social media alone.  Blogger posts reached 500,000 followers, tweets reached 3 million, and facebook engaged 50,000 current page followers.  In the Myrtle Beach area the results were a bit more concrete:  accommodations taxes jumped up 220% in September and 31% in October.

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2013 MarCom Entry, Livestrong Foundation

Winner: LIVESTRONG Foundation
Title of Entry: “LIVESTRONG Foundation Crisis Communication
Location: Austin, Texas
Client: LIVESTRONG Foundation
Category: 157c. Crisis Communication Plan/Response

LIVESTRONGImagine your foundation is closely tied to a worldwide recognized person who also happens to be the founder and the driving force.  Now imagine that the one person who defines you organization is exposed as a fraud, cheat, and liar.  One more thing, you are preparing for a major fundraising event.  What do you do?  How do you recover?  This daunting task severely tested the marketing department at the Lance Armstrong Foundation last year.

Everyone knows the story now, Armstrong was stripped of his biking titles after a major doping scandal.  But Armstrong’s name wasn’t the only thing at stake, so was his cancer charity.
While dealing with the major public relations crisis, the charity quickly disassociated itself from Armstrong and then began a major rebranding campaign. The Lance Armstrong Foundation became “LiveStrong“.  Special emphasis was then placed on the people and families the charity served.  The message was clear and concise, LiveStrong’s mission was larger than any celebrity athlete.
The quick action and decisive moves not only saved the foundation, but increased both attendance and donations at the next fundraiser.

 


 

Individuals Speak Out on Behalf of The LIVESTRONG Foundation

 

Michelle Obama, First Lady of the United States of America – ET News

We have to remember all the people that have been helped and who will continue to need the help of [the LIVESTRONG Foundation]. We should focus on making sure that cancer survivors and people dealing with the disease have the kind of support, medical and research, that they need to deal with the situation. We can’t lose sight of that accomplishment.

Evan Handler, LIVESTRONG Foundation Envoy – Huffington Post

The LIVESTRONG Foundation has spearheaded a massive cultural shift toward pride in survivorship, and away from the stigmatization previously associated with cancer diagnoses…The determination of those present [at Foundation events] is a testament to human beings’ abilities to turn tragedies, which can never be erased, into triumphs that will also always be remembered.

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2013 MarCom Entry, Alex Klim

Winner: Alex Klim Title of Entry: “One Moment” Location: Doha, Qatar Client: Alex Klim Category: Web Video/Informational With all the visuals bombarding us on television, computers, and smart phones it’s getting harder to differentiate the messages.  Often one video looks like the next with overlapping styles and imitations.  Cinematographer, director, and producer Alex Klim manages to stand out […]

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2013 MarCom Call For Entries

Deadline: September 13, 2013 282 Categories representing the vast creative spectrum of ideas, programs and campaigns by marketing and communication professionals. Corporate communications, advertising, digital, design, public relations, video, web. Credible, third-party validation from industry leaders. Over 6,000 entries per year www.marcomawards.com MarCom Awards is administered by the Association of Marketing and Communication Professionals. Over […]

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Congratulations to the 2012 MarCom Award winners.

There were over six thousand entries from all over the world. After about two months of daily judging and many days of processing results, winners are now listed on our website and  information packets are in the mail. U.S. entrants should have their results by Wednesday; Canadians by the end of the week; and entrants […]

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MarCom Winner, M Booth and Associates

Winner: M Booth and Associates Title of Entry: “Country Crock’s “A Very Veggie World”” Location: New York, NY Client: Unilever-Country Crock Category: 116. Other With offices around the world, M Booth and Associates is one of the largest public relations companies.  They were approached by Unilever-Country Crock to create a brochure promoting vegetables.  That sounds like a […]

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MarCom Winner, Nationwide

Winner: Nationwide Title of Entry: “Nationwide Corporate Capabilities Brochure” Location: Columbus, OH – Ohio Client: Nationwide Category: 34. Capabilities Nationwide is an insurance company whose commercials we’ve all seen. The company also puts together a smart, sleek capabilities brochure. The brochure communicates with concise writing, well designed graphics, and interesting photography. The layout allows the […]

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