Fred Hutchinson Cancer Research Center2016 MarCom Awards Spotlight: Fred Hutchinson Cancer Research Center

2016 MarCom Awards Spotlight: Fred Hutchinson Cancer Research Center

While the winners for the 2016 MarCom Awards won’t be announced for a little bit, we’re showcasing select entries that stand out. Keep checking back to see if your work will be highlighted.

MarCom Awards Organization: Fred Hutchinson Cancer Research Center
Location: Seattle, WA
Title of Entry: “The Sexual Aftermath of Cancer Article”
Category: 281. Web Content

If you want to people to read an article, then you must tell a story and do it well. Fred Hutchinson Cancer Research Center in Seattle has many stories to tell from its patients. Some are happy stories, some not. Others are some place in between.

Diane Mapes is a writer and cancer survivor. Her well-crafted writing in a particular piece speaks of a subject rarely broached that deserves a forum — sex after cancer.

The subhead explains why the piece exists in the first place: “From impotence to ‘chemopause’ to missing body parts, treatment side effects can mess with patients’ sex lives — why don’t we talk about it more?”

Read the story here>>

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paul-gregory-media2016 MarCom Awards Spotlight: Paul Gregory Media

2016 MarCom Awards Spotlight: Paul Gregory Media

While the winners for the 2016 MarCom Awards won’t be announced for a little bit, we’re showcasing select entries that stand out. Keep checking back to see if your work will be highlighted.

MarCom Awards Organization: Paul Gregory Media
Location: Naperville, IL
Client: United Leukodystrophy Foundation
Title of Entry: “ULF Brochure”
Category: 93. Brochure

Thousands of companies produce brochures every year with various messaging and techniques. Paul Gregory Media from the Chicago area was tasked with creating a brochure for a complicated subject matter and a delicate subject, leukodystrophy.

Leukodystrophy is a fatal brain disease effecting motor skills including the loss of hearing and sight. It mostly effects children who inherit specific genes. The United Leukodystrophy Foundation is one organization leading the fight and providing much needed research. Paul Gregory crafted a fundraising brochure that is beautifully produced with heart-rendering pictures and simple but effective text.

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trevelino-keller-logo2016 MarCom Awards Spotlight: Trevelino/Keller

2016 MarCom Awards Spotlight: Trevelino/Keller

While the winners for the 2016 MarCom Awards won’t be announced for a little bit, we’re showcasing select entries that stand out. Keep checking back to see if your work will be highlighted.

MarCom Awards Organization: Trevelino/Keller
Location: Atlanta, GA
Client: Create Your Own Cupcake
Title of Entry: “Create Your Cupcake Video”
Category: 297. Marketing Product or Service

Cupcake anyone? You would think there is not much to one: butter, sugar, flour, eggs, flavoring. But if your company name is “Create Your Cupcake,” then a bit more is expected of you. CYC approached the Trevelino/Keller agency of Atlanta to craft a video to market it’s creations. The result is a tasty treat that mixes stop action, animation and video with some wicked editing.

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fortytwo-studio-aberdeen2016 MarCom Awards Spotlight: FortyTwo Studio

2016 MarCom Awards Spotlight: FortyTwo Studio

While the winners for the 2016 MarCom Awards won’t be announced for a little bit, we’re showcasing select entries that stand out. Keep checking back to see if your work will be highlighted.

MarCom Awards Organization: FortyTwo Studio
Location: Aberdeen, United Kingdom
Client: Duncan and Todd
Title of Entry: “Duncan and Todd – Website redesign”
Category: 272. Website Redesign

Many times when a website is redesigned it is more of a lateral move. Change for change sake is not necessarily good. Every once in a while, though, a redesigned website exceeds client expectations and garners attention from clients or customers.

FortyTwo Studio in Aberdeen, Scotland, was tasked with taking a one-page website with a booking form and current offers, and transforming it into a sleek platform showcasing the latest designs in eyewear for Duncan and Todd. The results are crisp and clean, easily navigable and stylish.

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UC Davis2016 MarCom Awards Spotlight: University of California, Davis

2016 MarCom Awards Spotlight: University of California, Davis

While the winners for the 2016 MarCom Awards won’t be announced for a little bit, we’re showcasing select entries that stand out. Keep checking back to see if your work will be highlighted.

MarCom Awards Organization: University of California, Davis
Location: Davis, California
Title of Entry: “Sexual Violence Awareness and Education Campaign”
Category: 320c. Other — Integrated Marketing Campaign

Sexual violence is one of the most pressing issues on colleges campuses. University of California, Davis, decided to meet the problem head on with an expansive integrated marketing program. The program targeted almost every aspect of student life with a mixed medium of banners, coffee sleeves, napkin holder signage, videos, T-shirts, web resources, and a speaker. The university wanted to get the word out and to make sure everyone heard it.

Here’s some behind-the-scenes info from Andrew McDaniel, a campaign specialist for Student Affairs Marketing and Communications (SAMC) at UC Davis:

“A recent Association of American Universities Campus Survey on Sexual Assault and Sexual Misconduct shows that 1 in 6 undergraduate students and 1 in 14 graduate and professional school students have experienced some type of non-consensual sexual contact since entering college. That’s why UC Davis launched the Sexual Violence Awareness and Education campaign in November 2015.

“Ongoing student, faculty and staff input as well as campuswide collaboration have contributed to the campaign’s success on our campus. While Student Affairs Marketing and Communications (SAMC) leads the day-to-day efforts, we work with colleagues throughout campus to maximize messaging, reach and resources. Most importantly, we collaborate directly with students through focus groups and internships to ensure that the campaign is current and reaching students in a meaningful way.

“Using feedback from student focus groups, we launched a series of Snapchat-inspired videos through campus social media, which received nearly 40,000 views.”
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mc-squared2016 MarCom Awards Spotlight: MC²

2016 MarCom Awards Spotlight: MC²

While the winners for the 2016 MarCom Awards won’t be announced for a little bit, we’re showcasing select entries that stand out. Keep checking back to see if your work will be highlighted.

MarCom Awards Organization: MC²
Location: Chestnut Ridge, NY
Client: Ferag AG
Title of Entry: “Ferag @ Drupa”
Category: 13. Trade show exhibit

Trade shows can be an assault on the senses – bright lights, music, digital displays, geometric walls, rainbows of color– the list goes on and one. To stand out in a giant exhibit hall takes creativity and sharp design.

New York’s MC² more than met the challenge at a world renowned print and paper exhibit held in Dusseldorf, Germany, for client Ferag AG headquartered in Zurich, Switzerland. Ferag specializes in the development and manufacture of conveying and processing systems for the graphic industry and direct mailing.

At the Drupa Exhibition, MC² created a 15,000-square-foot LED canopy, which is the size of a soccer pitch, that provided a visual background for the presentation of the Ferag equipment, a live printing system that wrapped around the exhibit. Farag CEO Jürg Möckli called the display a “masterpiece.” See for yourself.

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John Hancock2016 MarCom Awards Spotlight: John Hancock Personal Financial Services

2016 MarCom Awards Spotlight: John Hancock Personal Financial Services

While the winners for the 2016 MarCom Awards won’t be announced for a little bit, we’re showcasing select entries that stand out. Keep checking back to see if your work will be highlighted.

MarCom Awards Organization: John Hancock Personal Financial Services
Location: Boston, MA
Title of Entry: “John Hancock PFS 2016 “Roland” Calendar”
Category: 78. Calendar

Everyone has seen the company calendar. The corporate logo. The pretty pictures. The months. At John Hancock, the calendar marks the passage of time with humor, a bit of satire, and subtle hints about retirement. The whimsical look at the upcoming year comes with important messages delivered with wit and artistry.

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Johnson Insurance Canada2016 MarCom Awards Spotlight: Johnson Insurance

2016 MarCom Awards Spotlight: Johnson Insurance

While the winners for the 2016 MarCom Awards won’t be announced for a little bit, we’re showcasing select entries that stand out. Keep checking back to see if your work will be highlighted.

MarCom Awards Organization: Johnson Insurance
Location: Halifax, Nova Scotia, Canada
Title of Entry: “Johnson Insurance 3D Virtual Fire Projection”
Category: 320c. Other — Public Relations Event

Every family should have a fire evacuation plan. But how many actually do? Johnson Insurance of Halifax, Novia Scotia, a leading Canadian home insurer, wanted to drive home the point.

Stressing an evacuation plan in brochures or discussions was not enough. So, the company decided to raise awareness in a dramatic and high-tech manner. Utilizing a house built to 75% scale and 3D imaging, Johnson Insurance created a fire and invited people and the media to watch. The results resonated across Canada garnering the company publicity and accolades.

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marshall-haber-creative-group2016 MarCom Awards Spotlight: Marshall Haber Creative Group Inc.

2016 MarCom Awards Spotlight: Marshall Haber Creative Group Inc.

While the winners for the 2016 MarCom Awards won’t be announced for a little bit, we’re showcasing select entries that stand out. Keep checking back to see if your work will be highlighted.

MarCom Awards Organization: MHCG Inc.
Location: New York, NY
Client: Chai Lifeline
Title of Entry: “Chai Lifeline/Camp Simcha”
Category: 103. Logo

A good picture is worth a thousand words, but a logo does more with less. A logo is your identity to clients, patrons, and customers. Think Coca Cola or Apple. But a logo can be an elusive symbol with the wrong creative agency.

Marshall Haber Creative Group, a boutique agency in New York specializing in branding, advertising, and websites, was recently approached by Chai Lifeline who needed a logo to identify its organization. The nonprofit provides emotional, financial, and other services to families with pediatric illnesses. MHCG captured the essence of the mission with a design of hearts, hands, and people.

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David-Avrin-Visibility-Marketing-BookVisibility Marketing Book Helps Fix Messaging that “Probably Sucks”

Visibility Marketing Book Helps Fix Messaging that “Probably Sucks”

The following is a blog article from MarCom Awards winner John P. David.

Here’s a news flash from well-known speaker and author David Avrin: Your marketing probably sucks. Ouch, right? In his latest book, Visibility Marketing, Avrin pulls no punches after years of consulting with companies about messaging and marketing. He concludes that most companies are using the same, competency-based messages – which may have worked in the past but don’t work now.

What led him to this? I sat down with Avrin to find out, and in between grins and laughter, I learned a ton. According to Avrin, whose book launches this week, the marketplace is populated with great companies that are smart, strong, lean and good at what they do. It’s no longer effective to suggest that your company is simply better than your competitors because 1) it’s probably not true and 2) the marketplace is fed-up with hearing the same trite messages over and over again.

Says Avrin, if you continue to use tired, competency-based messages such as “we have the best customer service” or “we only use the freshest ingredients,” then you are just one of many voices in the crowd saying the same dull thing. Are your competitors using stale ingredients? No. Are your competitors providing mediocre customer service? Probably not.

According to Avrin, the new normal is that everyone is good, and offering a quality product or service is table stakes. And the marketplace is rejecting competency-based messages.

So what do you do?

Avrin offers a number of ideas and even includes exercises at the end of each chapter in his book to help you figure it out. A few highlights:

Everybody’s good. Why are you better?

Because quality now abounds, you have to offer potential customers a compelling reason why they should switch to your company. Most of your prospects are already getting their needs met somewhere, so you need to explain why you are better and convert them.

In his book, Avrin discusses a company called Hydro Flask, which makes a compelling case why it’s insulated water bottles are better than its competitors. The company shipped filled bottles via postal mail to reporters and asked them not to open them until they were called three days later. Upon opening the bottles, reporters found (drum roll, please): ice. Hydro Flask showed why their insulated bottles are better than their competitors. After three days and a trip through the mail, still visibly ice cold.

Be visible

According to Avrin, when you think of visibility and traditional marketing, visions emerge of bright buildings, colorful outdoor advertising and perhaps guys waving signs by the roadside. Today, we must be visible where our customers congregate, in the publications they read and the websites they visit. Those who win in business are very successful at broadcasting their messages into the lives of their prospects.

Avrin also points out that you can continue with the “biggest and the brightest” messages but realize that you better be larger than life. He mentions how the Burj Khalifa in Dubai isn’t just the tallest building in the world, but the tallest by 700 feet. It’s impossible to ignore in its category.

To what question are you the answer?

So perhaps you don’t have the best water bottle or the tallest building, how do you market your product or service? According to Avrin, you don’t have to be the absolute biggest or the best, but you have to be the best choice for your target market.

In the book, he offers exercises on how to develop differentiators for your business. Today, we have to step back and ask hard questions, he advises. Why are we different? Where are we vulnerable? If we could recreate our company or product, how would we do it differently? And one of Avrin’s favorites: To what question are you the answer? 

If you are simply looking for another book with tired platitudes and over-told case studies, then this is not the book for you. However, if you value a straightforward, actionable and an often irreverent take on how to improve your business and get more customers, then I highly recommend Visibility Marketing.

Are you using competency based messages? And to what question are you the answer?

–John

This article was originally published on DavidPRblog.com and has been republished with permission. 

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Author-and-PR-Pro-John-P-DavidJohn P. David is founder and president of Miami-based media relations firm David PR Group, and represents law firms, financial institutions, insurance companies and technology start-ups. He has more than 20 years of experience in the public relations industry serving South Florida-based and national clients. David frequently blogs about public relations and marketing at www.DavidPRblog.com and his posts are regularly published by the Huffington Post. He also serves as a partner with online reputation management firm WebFactCheck.com, a website that enables businesses to effectively respond to negative Internet posts. His first book, “How to Protect (Or Destroy) Your Reputation Online” will be published by Career Press in October 2016 and available online and bookstores everywhere.

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