Marketing Masters — October 2008 - (Page 18)

❚❙ honorable mentIons ❚❙ Honorable menTions Top Integrated Marketers Peter MacGillivray, VP Events and Communication, Specialty Equipment Market Association (SEMA) last year these media companies, brands and agency professionals created topnotch programs that we feel command noteworthy mention. Thanks to MacGillivray’s efforts, SEMA enjoyed an increase of 23.35% in ad pages and growth in its ongoing promotions and programs across broadcast, print, Web and event channels. SEMA was able to leverage all of these elements to display to investors at its annual trade show, which attracts over 125,000 attendees and is ranked among the top 10 of annual trade shows in the U.S. included a Web site, e-mails and letters for customers, partners and readers. Previously she was a founder and publisher of SmallBizResource.com, the first online technology information source for small businesses. Kate Spellman, SVP, Marketing, Everything Channel, United Business Media Spellman managed the transformation of CMP Channel into Everything Channel and, within two weeks, had single-handedly created new key messages, a new logo and tagline. She developed internal communications for her employees, as well as external communications that White has led integrated partnerships with some of the world’s most recognized publishers such as Meredith, Condé Nast and Time Inc. Some of her notable initiatives include the Discover Card “Brighter” campaign, in which she tied the consumer values of Real Simple and Parents readers to the credit card, as well as the partnership between Kellogg’s Special K and Shape to capitalize on the agency’s annual partnership with the magazine. In her position at Starcom, White is constantly developing the talent, tools, metrics and events that place the agency at the forefront of the print marketplace. Thanks to her strategizing, White has helped drive Starcom’s client print budgets up year after year. The past year, she influenced budgets to increase by nearly 8%. Brenda White, Senior VP, Publishing Activation Director, Starcom Custom Publishing Project Bloomingdale’s - Little Pink Book Through its Little Pink Book, distributed to 300,000 shoppers, Bloomingdale’s’ Integrated Pink Campaign partnered up with Rodale’s Women’s Health and Estée Lauder to raise awareness and funds during National Breast Cancer Awareness Month in October. This monthlong campaign, which used direct mail, online components and in-store promotion, generated $406,000 for The Breast Cancer Research Foundation and more than 31 million impressions for both Bloomingdale’s and The Breast Cancer Research Foundation. Commonwealth Business Media The Port of NY and NJ 2008 Port Guide With the use of print, an interactive CD and an online reference tool, the Port Guide informed readers about NY/NJ transit sites and tourist attractions through visually stimulating materials. As of June 2008, 3,000 printed copies have been distributed to target audience and 2,400 CDs have been distributed. Entertainment Weekly - Toyota Best of the Web Booklet Wanting to position Entertainment Weekly as the leading provider of exclusive guides to entertainment and introduce the Toyota Yaris to its audience, EW created a “Best of the Web” integrated program, which includes a digest-sized editorial booklet and special Toyota-branded online section. Between the magazine and Web audiences, the program garnered nearly 14 million impressions. Hanley Wood - Sterling Kitchen & Bath Design Contest Hanley Wood Business Media and Remodeling magazine teamed up to create The Sterling Kitchen & Bath Design Contest with the aim of increasing brand recognition by recognizing excellence in design and construction of residential bathroom remodeling projects that have used Sterling products. Use of ads in Hanley Wood publications, direct mail, online marketing, Hanley Wood e-newsletters and several in-person events resulted in brand recognition going up several percentage points after the contest was over. Starcom USA and Meredith Publishing for P&G Pure Essentials Targeting a mainstream wellness audience, the P&G Pure Essentials campaign was launched to raise awareness about Tide, Downy & Bounce Pure Essentials by emphasizing their healthy, natural benefits for families. Four Meredith publish- ing properties—Better Homes & Gardens, Parents, Ladies’ Home Journal and Family Circle—along with online and TV venues generated 271 million total impressions. Condé Nast/Brides.com JCPenney: Pick it. Click It. Love it. To showcase the products available at JCPenney Bridal Registry, JCPenney and Brides. com partnered up to create a “Virtual Home” in which pre-engaged, newly engaged and soon-to-be-married women, age 18-34, can choose the products they want or need by room. To drive traffic for this site, Brides.com launched a sweepstakes for the first two months, with a grand prize of up to $5,000 worth of products to turn a personalized dream virtual room into a reality. The results were over 22,000 page views from 4,100 unique visitors. Hanley Wood - Builder TV Builder TV aimed to be the source for industry information, and Hanley Wood promoted it as such with the integrated use of the Builder Web site, e-newsletters, e-mails and multiple editorial pieces in Builder magazine. Since its launch in October 2007, Builder TV has had 14,600 unique viewers with the average time on the Web site being six minutes. Custom Web Sites/Microsites 18 min ❚ Marketing Masters Issue October 2008 ❚ minonline.com http://www.SmallBizResource.com http://www.SmallBizResource.com http://www.Brides.com http://www.minonline.com

Table of Contents Feed for the Digital Edition of Marketing Masters — October 2008

Marketing Masters - October 2008 Customized Web Site/Microsite Retail/Merchandising Tie-in Top Integrated Marketer Top Integrated Marketing Teams Custom Publishing Project Multiple Magazine Title Program Sweepstakes/Contest New Event Program Online Event Special Advertorial Section Print/Online Bundle Print Bundles: TV/Video/Mobile Total Integrated Program: B2B Total Integrated Program: Consumer Event

Marketing Masters — October 2008

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