Direct Mail

(Click image for larger view)

First Place
Safway Steel Products
Waukesha, WI

Safway targeted college seniors who will graduate with degrees in construction management or construction engineering. Safway focused its attention on schools that are accredited and have the nation's most respected degree programs in construction-related fields, and is therefore competing against larger companies and General Contractors (such Bechtel Group, Inc., M.A. Mortenson Company, and Fluor Daniels, Inc.) for top-rank students. Of a potential 150 graduates, Safway interviewed over 50 and hired three Branch Manager Trainees which was Safway's goal.

This is one of the first times that a construction company has targeted college graduates this way. The communication was aimed at reaching students who respect technical savvy, yet make their career choices based on traditional values. An interactive disk was created to dramatically demonstrate to seniors the innovation and dynamism Safway brings to its industry. Incorporated into the disk is a direct link where students are able to access Safway's website and apply for the position on-line. Most other competing firms rely on a traditional print brochure. On the other hand, a companion brochure was developed to appeal to more conservative students (as well as those who don't have time or ability to utilize a CD-ROM). The styles of the two pieces work together well, demonstrating Safway's superior ability to offer new hires both innovative experiences and time-tested security.

(Click image for larger view)

Second Place
Case Construction Equipment
Racine, WI
With
Cramer Krasselt
Milwaukee, WI

The Direct Mail piece was designed to call attention to the new line of 60-series Horizontal Directional Drills from Case and encourage targets to visit a dealership for a demonstration and to be entered in a sweepstakes drawing.

The mailer was sent to 7,500 pre-qualified contractors who were identified as current users of HDD equipment and have been identified as the equipment purchase decision makers.

The results of this campaign are still being evaluated.

This targeted mailer was able to capture the attention of our audience by using a delivery vehicle that is a part of the contractor's job. A length of actual PVC pipe, which is used during projects involving this particular piece of machinery, was approved by the USPS and used as the mailer packaging.

(Click image for larger view)

Third Place
Gradall Co.
New Philadelphia, OH
With
Whitemyer Advertising
Zoar, OH

The objective was to announce the three new models to the excavating markets. The entry established the products as tough but small machines in a unique, memorable manner and left behind the Gradall name.

Magazine Ads

(Click image for larger view)

First Place
Soff-Cut International
Corona, CA

Objectives were to create awareness with two customer groups: 1) specifiers and 2) contractors; differentiate our product line and method from conventional products and methods; create the SOFF-CUT identity; and increase brand awareness.

The target audience was general and concrete contractors, architects, and engineers.

The ad introduces the Green Zone, which we have trademarked, to differentiate our application from conventional methods. In conversations with new customers, this theme has been mentioned, indicating the effectiveness of the advertisement.

Through copy, color, and visual content, the ad strongly and graphically communicates the key benefits of our system. Specifically, the ad points out the contractor can get on the concrete early and reduce a major problem, random cracking in concrete.

(Click image for larger view)

Second Place
Case Construction Equipment
Racine, WI
With
Cramer Krasselt
Milwaukee, WI

Our objective was to communicate that through performance and engineering enhancements, the Case CX excavator translates into the greatest overall ownership value.

Our message was targeted at contractors whose main business is roads and bridges, residential and utility applications.

Dramatic photography presents the product in a way that not only communicates Case's pride in the product they offer, but demonstrates a recognition of the important role equipment plays in the success of its customer's business. This is an artistic execution of ad photography in an industry that typically treats photography as a way to relay functional information, rather than communicate to the target on an emotional level and help enhance the brand image.

(Click image for larger view)

Third Place
Manitowoc Cranes
Manitowoc, WI

The objectives were to present easy mobilization features of Model 999 with creative, exciting, and eye-grabbing graphics, and to generate reader inquiries.

The target audience was engineers, construction personnel, and crane owning professionals.

The results of the ad were excellent based on customer response.

The entry deserves recognition because it was successful. It has helped change customer perception of the company as a dynamic industry leader.

Press Kits

(Click image for larger view)

First Place
Stone Construction Equipment
Honeoye, NY

This press kit was developed to introduce our Rhino 66" Vibratory Dirt Roller to the industry. The press kit was used at a press conference held during the 2000 EDX show in Louisville. It was also sent to editors who were unable to attend the show. The kit was also designed to introduce targeted dealers to the roller since the machine is too large to "tow and show."

We had a highly successful introduction and received a significant amount of editorial coverage.

This entry deserves recognition because it successfully accomplished the objectives intended. In addition, it provides all of the key elements of a press kit. Lastly, it has been used as a benchmark by several publications on how to put together a press kit and conduct a press conference.

(Click image for larger view)

Second Place
Vermeer Manufacturing
Pella, IA
With
Two Rivers Marketing
Des Moines, IA

The target audience was construction publication editors-both general and underground-focused-attending and/or covering the UCT Show.

The objective was to secure UCT follow-up coverage of production introductions in the top five general construction media, the top five underground-niche publications, and the top two international books.

The strategy was to provide traditional media kit elements such as printed releases and 35 mm slide photography, while at the same time enticing the media with electronic options-to mesh with the Vermeer technology innovation theme; to maintain the "World HDD Leader" position by utilizing the same design and style as the other Vermeer show promotion elements, such as the Underground Construction belly-band, the UCT Show Guide, the product CD giveaway piece, and other items.

To accomplish our strategy, we created a kit within a kit-a CD with high-resolution digital photography and press release text for each of the new products, tucked inside a printed folder. We made the CD dual-format, compatible with both MAC and PC platforms.

The results were record Vermeer-UCT coverage, with inclusion in product-introduction news and special features in each of the targeted publications.

Even though technology has long been the driving factor behind many of the Vermeer innovations, this was their first use of CDs for press kits. It was a tremendous success, and we feel it deserves recognition as a versatile, yet intriguing, way to provide informational materials.

(Click image for larger view)

Third Place
IR Company
Woodcliff Lake, NJ
With
Two Rivers Marketing
Des Moines, IA

The target audience was construction publication editors.

The objectives were to promote IR products and BK (Blaw Knox) products together-showcase that they provide solutions for the customer and not just the equipment; and to promote this to key editors to channel this communication directly to their readers-our customers.

We built a press kit for the media attending the inaugural World of Asphalt show. Also, we sent this piece to media not attending for use in upcoming editorial placements and public relations efforts. We utilized key promotional materials geared towards this niche audience, and we provided support materials with a media hour at the Show-giving media a dedicated hour to visit with IR experts.

We had a major media response-30 publication representatives (editors and publishers) at the Show. Over 100 media kits were to sent to broad and niche publications. Media requests are still coming in- the information proved that IR can be a huge resource on paving and compacting issues.

Product Literature

(Click image for larger view)

First Place
JCB Inc.
Pooler, GA

The objectives were to tell potential purchasers of backhoe loaders that JCB's range of machines are now built in the USA; to give some sense of the company's breadth of product line, depth of organization, and heritage; by examples of investment in manufacturing facilities, to demonstrate the company's commitment to the marketplace and producing products of the highest quality and reliability; to present this information in a very high quality format that would reinforce our product values and be both compelling and memorable; and to have a versatile piece of sales literature for use in a variety of communication situations, e.g. mailing programs, handouts at trade shows, or factory visits.

The target audience was principally potential purchasers of backhoe loaders and the general universe of construction equipment purchasers.

The initial print run was 75,000 copies. The enthusiastic reception of our dealer network who is using it for local mailing programs, and a backhoe mailing program (15,500 copies) run by JCB, soon eroded the initial quantity and necessitated a reprint.

During JCB's follow-up telemarketing program, many of the backhoe owners, who were called and who had received the brochure as part of the mailing, commented on the impact and the new sense of JCB it had created.

(Click image for larger view)

Second Place
Soff-Cut International
Corona, CA

The objectives were to develop a comprehensive product catalogue targeted toward all major customer groups and market segments; to focus on the benefits and products associated with our problem-solving, proprietary application; to create a contemporary state-of-the-art image through graphics, application photos, and story-telling; to educate specifiers and contractors on the system, how it works, and the problem it solves; to differentiate the SOFF-CUT system and method from conventional methods; and to provide selling tools to our sales force and dealer network.

The target audience was concrete and general contractors, architects and engineers, facility owners, and current and prospective dealers.

We distributed the catalogue to our dealer network and at the 2001 World of Concrete show. We sent over 4,000 mailings as a result of World of Concrete leads, and we boosted saw sales.

The product literature accomplished our objective of telling the story of our system and the solution it provides while providing information on our products. The literature is directly attributed with obtaining new architectural specifications and contractor conversions to the system.

(Click image for larger view)

Third Place
McElroy Manufacturing
Tulsa, OK

The original goal of the Fusion Catalog & Reference Guide was to provide the fusion industry information on McElroy's complete line of fusion machines, accessories, specialty tools, and quality assurance equipment, and also to provide a valuable desktop resource including reference charts, conversion charts, and selection guides.

We have received many congratulations and new customers who appreciate our extended effort to provide this colorful, useful, compact, educational tool to everyone at no charge. Positive comments that have been made reveal that many were unaware of the wide range of product offering available. We believe our goal to promote our quality fusion equipment with a durable product catalog that doubles as a useful reference guide has been a success for us and for the polyethylene pipe fusion industry.

Public Relations Person of the Year

Jeff White of Two Rivers Marketing is pictured with PICA First Vice Chair John Weatherhead of Associated Construction Publications.

Jeff White
Two Rivers Marketing
Des Moines, IA

Jeff White holds an APR accreditation from the Public Relations Society of America. This requires passing a certification exam to demonstrate broad knowledge, strategic perspective and sound professional judgment. He has been with Two Rivers Marketing since 1995, and is its senior PR team leader. He has led the agency's public relations efforts to record breaking success levels, and his achievements have helped the firm secure additional clients. Those who work with him cite Jeff's work ethic, enthusiasm, and true professionalism.