The 2009 Marketer of the Year was Awarded to University of Rochester Medical Center at a luncheon held this past Wednesday, May 20, at the Rochester Riverside Convention Center. Of the 12 semi-finalists the U of R Medical Center received the top scores by all judges. “Everything done right, great creative!” was what they said.
Other winners included:
Turn-Around/Start-up Marketer of the Year: Element K
“Great positioning, great concept, great results” were the comments from our judges.
Non-Profit Marketer of the Year: ESL Federal Credit Union
“Good use of historical data to refine approach. Creative execution clear, attractive and consistent" said the judges.
On-line Marketer of the Year: Excellus Blue Cross Blue Shield
“Tremendous amount accomplished in 5 days. Significant business results. Blend of online and offline techniques. Very impressive” were comments made by the judges.
All semi-finalists were judged in five areas, analysis of their business situation or opportunity; objectives and measures; strategy and approach; tactics; and overall results. You can read about one of their marketing case studies below.
Title sponsor of this year's event was again The Rochester Business Journal, and presenting sponsor the Simon Graduate School of Business, at the University of Rochester. Supporting sponsors were Cohber Press, Dunn and Rice Design, and John Smillie Photography.
Keynote presenter was Mark Ruszczyk, SVP Marketing & Sales at Excellus Blue Cross Blue Shield. Mark shared his insights and learnings regarding the creation of their Healthy Blue Campaign which earned them the Marketer of the Year Award in 2008. Our thanks to Mark for doing a great job as our keynote speaker this year.
The Rochester Chapter of the American Marketing Association is one of the fastest growing chapters among the 75 chapters of the national organization. The Marketer of the Year premier program which culminates a year of over 15 events, providing education and leadership in the marketing community. Speakers have covered topics such as Marketing ROI, transforming Walmart, Personal Branding, Web 2.0 for Sales and Marketing etc.. Each event has drawn over 100 marketers from all over Western New York as well as our many collegiate chapters.
Membership is a great value at RAMA. Currrently there’s a special promotion, which includes a $30 off the national membership, local membership as well as a $20 gift card, $200 off a national web workshop as well as a FREE access to AMA's Live Members-Only Webcast: “Destination. Success. Taking Control of Your Career in the New World of Work.
Here are all of our semi-finalists and the category they were chosen for.
Allendale Columbia: Semi-finalist for Online Marketer of the Year
Allendale Columbia is an independent nonsectarian, college preparatory day school for students in Nursery through grade 12. Building on more than 120 years of educational experience, Allendale Columbia fosters in students an appreciation for learning, emphasizing structure and disciplined work habits within a creative, liberal arts curriculum. As part of a strategic marketing campaign, Allendale Columbia worked with Dixon Schwabl to create a virtual testimonial concept delivered through a newly constructed “sitelet” within its website, from which all other tactics –direct mail, e-mail blast, radio, TV and public relations – were centered. Given the significant use of web research by families choosing private schools, Allendale Columbia implemented marketing tactics and communications mechanisms to direct targeted users to the sitelet landing page.
Campaign responses of a 40% open rate and a 10% click-through rate successfully drove traffic to Allendale Columbia’s website. Once there, ACanswers.org presents FAQs and candid, unedited video commentary from students, alumni and parents. A measurable increase in qualified core prospect families responded to this insightful “insiders” view of the school by visiting three open houses to learn more about the Allendale Columbia experience, and the overall ROI for Allendale Columbia ranged from 3:1 to 7:1.
Congratulations Allendale Columbia!
Catholic Family Center: Semi-finalist for Non-Profit Marketer of the Year
In 2008, Catholic Family Center (CFC) set forth a plan to strategically coordinate all of its marketing efforts to increase awareness of the organization and donors to the Center. The campaign included the creation of a revitalized website; development of television and radio spots; linking collateral pieces such as the annual report and the spring and holiday fundraising appeals with the overall marketing strategy and employment of public relations to increase public awareness of the value of the agency’s services.
The new website is designed to be user friendly and provides ways for visitors to volunteer, register for programs and make donations. Online giving in 2008 grew by 23.34%. There were 49,462 visits to the site, 43% greater than the national average for social service sites. Television spots were placed in the first quarter of 2008 with “thank you” messages to donors and volunteers and again in the spring and fourth quarter to support the spring and holiday appeals. Two new radio stations – 100.5 the Drive and 95.1 the Fox were added to the radio schedule. The number of television impressions increased by 333% and reach with radio increased from 30.6% to 39.5%. Direct mail revenue increased by 20.8% over 2007. Actual ad value realized from public relations efforts was $168,394, a 316% increase over the previous year.
Element K: Semi-finalist for the 2009 Start-Up/Turn Around Marketer of the Year
Element K, a provider of e-Learning products and services, invented online learning but recently found itself a distant second player in the corporate e-Learning market. A newly merged SkillSoft and NETg has greater than 80% market share. Element K decided step out of the shadow of this dominant player to more actively defend its share and attract new customers, with an objective to raise its current 45% awareness rate to 55% among its core audience of Chief Learning Officers, Training VPs and Directors. Element K undertook an aggressive advertising strategy in which they questioned the value of the merger of SkillSoft plus NETg to the end customer. Element directly questioned the benefit of the merger by asking, “When SkillSoft merged with NETg, was that good for you, or good for them?”
Element K backed up its aggressive headline in their ads by presenting itself as having greater content, more subject matter experts, and as a more flexible provider with greater content and delivery options. Element K implemented their campaign across multiple channels including advertising in major learning publications and website banner ads. Element K measured the results of their campaign, and found that their 45% awareness rating had jumped to 63%, which was twice the stated goal of a 20% increase.
ESL Federal Credit Union: Semi-Finalist Non-Profit Marketer of the Year
Founded in Rochester by George Eastman, ESL Federal Credit Union is a full-service financial institution with $3.5 billion in assets. Although it has more than 290,000 members worldwide, ESL maintains strong ties to the Rochester community. In creating the marketing plan for its FREE Checking program, ESL’s primary focus was to acquire new checking accounts. However, a secondary goal was to honor it’s Rochester roots and brand image as Rochester’s largest, locally owned financial institution.
For several years, ESL had been promoting a free gift – such as backpacks, gardening sets and coolers – with account openings. As ESL has strong roots in Rochester, an incentive offer was developed that showcased local events and attractions, which fit the ESL brand. ESL partnered with a mix of area organizations including the Red Wings, the Memorial Art Gallery, Rochester Philharmonic Orchestra, Strong National Museum of Play and Long Acre Farm for its incentive packages.
A fully-integrated campaign, which ran from January through September, was implemented, including print advertising, direct mail, e-mail, branch signage, billboards and radio. Program analysis revealed a significant lift during the promotion. Results exceeded expectations with triple-digit increases in account openings over the forecast. The partnerships with local organizations received positive member feedback and more than 17,000 accounts were opened.
Excellus BlueCross BlueShield: Semi-finalist for Online Marketer of the Year
In early December BlueCross BlueShield recognized that the HealthyBlue product had lower prices and better benefit plans compared to the competition. In a very short timeframe, BCBS developed and launched a campaign to capture this competitive advantage and communicate it to its small business decision makers. Leveraging their consumer open enrollment campaign, BCBS launched a business-to-business integrated online campaign with a HealthyBlueCostsLess.com URL to convey the value proposition.
Key campaign objectives included: having 25% of the targeted small business and broker audiences seek more information online, increasing small business unit call volumes by 50%, and reaching target direct mail cost per of sale of $300. The campaign included a mix of online, traditional and non-traditional media. Elements included a microsite with cost comparisons and call to action; emails to engage targets, banner ads on popular local sites; Google Ads word search; advertising on TV, newspapers, radio, billboards; and direct mail. Non-traditional elements included mobile billboards, building projection, and airport concourse signage. The campaign was launched on time, within budget and exceeded objectives for generating awareness and new sales. The website had more than 4,000 unique visits and an online response of 44%, sales call volumes increased 250%, and direct mail cost per sale was under the target.
QCI Direct: Semi-Finalist: Online Marketer of the Year
QCIDirect, a privately held company founded in 1983, is a direct mail firm. They produce 3 catalogs - Home Trends, Picket Fence, and Sleep Solutions – that are mailed to 50+ million customers nationally. They also operate ecommerce websites for these same 3 markets as well as a site for QCIClean, making them a perfect candidate for Online Marketer of the Year.
Finding themselves facing the challenges of slumping sales for Picket Fence - their outdoor lawn/garden catalog - QCIDirect set an objective to increase email campaign sales by 15%. QCIDirect revamped the campaigns, replacing a heavy text format with bullet points and graphics, and focusing on theme and product benefits. They used more enticing e-mail subject lines, applied highlighting to draw attention to benefits, and make the communication more visually interesting and appealing. Although the prior November email campaign featured free shipping and heavier discounting, the revamped January email campaign resulted in two and a half times more orders. QCIDirect believes the success was due to implementing a new strategy and tactics based on lessons learned and implementing best practices. QCIDirect has implemented a more holistic approach to campaign development in which they ensure that subject line, pricing, promotion, timing, and visual elements are integrated and work together to support the campaign theme.
QDental: Semi-Finalist for Marketer of the Year
Founded in 1984, QDental provides the highest quality dental care with an economical and customer-focused approach. In 2008, QDental sought to reinvigorate its brand by launching a new marketing campaign in combination with participation in a free dental program for children through the Hillside Work-Scholarship Connection.
The foundation of the campaign was the creation of the tagline, “At Q, you always pay less.” To bring this concept to life, QDental offered a full-range of money saving dental services, accepted more than 36 insurance plans, and embraced uninsured patients. These services were promoted through a campaign that featured people living a healthy life. Language and images were vibrant and fun, positive and energetic and avoided words such as “cheap” and “low cost.” The campaign included print advertising, TV and radio and a color ad in the Yellow Pages.
Simultaneously, QDental launched a philanthropic effort through the Hillside Work-Scholarship Connection to provide dental care at two of its locations throughout the school year to children who might otherwise not have access to it.
The multi-faceted marketing campaign and philanthropic effort was a success with QDental expanding its network and opening a fifth location in Henrietta, while adding two new dentists to accommodate its growth.
Scene Genesis: Semi-Finalist Online Marketer of the Year
Scene Genesis has been developing technology for insurance companies and collision repair shots since the firm’s first software solution in 1998. Last year Scene Genesis launched SceneExchange, a web-based technology that radically changes how the collision repair industry does business, providing a connection between body shops and insurance companies. Scene Genesis created a year-long brand-building/positioning effort that included podcasts, YouTube videos, emails and a company blog, all of which helped make meaningful connections and dialog among its users. More than 60% of survey respondents view Scene Genesis as a trusted source for industry information and innovation.
Shear Ego: Semi-finalist Turn Around Marketer of the Year
Shear Ego enjoys a strong history in Rochester. Established in 1976, the company has two salons in Pittsford and Greece and a school in Irondequoit. In 2008, Shear Ego sought to create a new brand look to reflect the energy, excitement, and growth of the organization. Working with a team from Dixon Schwabl, Shear Ego created a new logo and developed new collateral materials, while also introducing a men’s spa, an expanded women’s spa, and a staff development program. A new brand positioning was also created building upon Shear Ego’s reputation as a top area talent combined with the convenience of the traditional neighborhood salon, a destination with a warm, friendly yet luxurious feel.
Shear Ego created buzz and launched a Men’s Club equipped with flat screen TVs to provide entertainment as men received services at barbering stations, pedicure stations, sauna, soaking tubs and integrated surround showers and sound systems, locker rooms and more. Shear Ego also expanded the Women’s Spa with plasma TVs, Swedish showers and soaking tubs, and technicians who traveled among customers to offer various services. The final element of branding was staff development. In addition to a direct mail program to launch the new club and expanded services, Shear Ego introduced a customer acquisition and retention program with refer-a-friend, beauty benefits and loyalty program elements. Shear Ego’s effort resulted in double-digit increases in product sales, re-bookings, and online gift certificate sales, and nearly 700 rewards memberships.
University of Rochester Medical Center: Semi-finalist, Marketer of the Year
In February 2008, the University of Rochester Medical Center (URMC) launched a campaign to introduce a new, unified identity and a new 10-year strategic plan. Up to that point, three identities were often used in marketing communications – URMC, Strong Health and a constituent entity such as Strong Heart and Vascular Center, leading to internal and external confusion. There was a need to place the primary focus on the URMC as the master brand. Additionally, it was necessary to respond to significant local and regional competition.
Although the time frame to develop the campaign was brief, it was essential that the campaign be comprehensive. The goal was not to simply create a new logo, but to develop a broadly targeted campaign that reached out to patients, physicians, donors, employees and leadership. It would draw on history, using a paraphrased 1920 statement from Rush Rhees – “Medicine of the Highest Order.” And it would make an impact by using TV, print, outdoor advertising and the web. The Super Bowl and the Olympics were used to deliver record audiences.
Since the implementation of the campaign, patient volume increased in cardiology and orthopedics. Consideration grew by 22%. Web traffic also increased with 68,900 unique visitors to campaign-related pages on the site. And awareness of the advertising doubled.
Xerox Global Services had two entries that qualified as semi-finalists for Marketer of the Year:
The first entry was for the creation of their Guided Sales Tour. For Xerox Global Services, the goal is simple: Engage in great dialogue with clients to get at the heart of their business challenges and provide solutions. But it was a challenge to achieve the goal as the sales force attempted to sell complex services using inconsistent and outdated slide presentations that tried to cover “everything.”
XGS needed a new tool that would accelerate a traditionally long sales cycle, increase global reach, facilitate conversations with clients, provide rapid matching of solutions to meet diverse client needs and provide the ability to customize content.
Xerox Global Services determined that a guided selling tool offered the best solution and created the XGS Tour. Modular in format, the tour is automated and easily customizable. It is organized around how clients think, addressing their specific challenges. It is flexible and interactive, using various media to enable content. The Xerox sales team can navigate effortlessly in any direction the client conversation takes them, viewing only the relevant and compelling content tailored for their audience.
Since the implementation of the Tour, Xerox has seen $205 million in global revenue, a reduction in the sales cycle from an average of 131 days to an average of 77 days and a detailed understanding of which offerings and challenges are utilized the most with clients.
Their second nomination for Marketer of the Year was for their Site Marketing Program
Xerox Operations employees are responsible for delivering services on client sites, placing them in a unique position to promote Xerox and identify incremental opportunities. Without a formal marketing program in place, however, they created their own marketing materials often resulting in the Xerox brand being either misrepresented or underrepresented and missed opportunities for up-selling and cross-selling.
The Xerox Site Marketing program provides turnkey access to professionally created, on-message, on-brand marketing materials that can be customized by Operations employees in minutes. With the click of a mouse, Xerox account teams globally have access to customizable marketing resources to help their clients maximize the value of their on-site services investments. From signage to educational forums, these tools help promote the benefits of XGS services as well as operationalize marketing efforts, ensure consistent brand messaging and streamline marketing production.
Since its U.S. launch, the Site Marketing program has reached 100% of its intended target audience, totaling close to 900 Xerox employees worldwide. Collectively, this audience has created close to 700 strategic marketing plans for their clients. Bringing a documented plan of marketing tactics to generate awareness and drive usage of Xerox’s on-site services and strengthen the Xerox-client relationship has helped generate over $600M of revenue in Xerox’s existing client base.
Congratulations to all our 2009 semi-finalists and winners. Thanks to Barb Cote from Sigma Marketing who worked diligently over the last year as our RAMA MOY Chair in pulling this event together! Great job Barb!