Direct Mail - Single Piece

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First Place
Compaction America
Kewanee, IL
With
The Promersberger Co.
Fargo, ND

This piece was used as a pre-show mailer for SWANA’s WasteCon and WasteExpo. BOMAG wanted a significant impact at both shows to launch the introduction of two new landfill compactors that featured a greatly-increased operating weight, allowing Compaction America to break into a new class of machines. The goal was to creatively introduce the machines and offer an incentive to promote booth traffic. At the WasteCon show, more than 33 qualified leads were received. WasteExpo brought in 100 leads specifically related to this promotion. A significant amount of excitement was created over the new landfill machines and BOMAG received the attention they were seeking.

Direct Mail - Single Piece

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Second Place- Tie
LeeBoy-Rosco Mfg.
Denver, NC

The marketing purpose of this direct mail piece was to increase interest in LeeBoy and Rosco products and attendance at the LeeBoy and Rosco display during CONEXPO-CON/AGG 2002 in Las Vegas. The postcard also communicated to customers/attendees that the two companies are now together, providing the broadest line of road construction and maintenance equipment in the industry. LeeBoy had purchased Rosco in June 2001. Three weeks prior to CONEXPO-CON/AGG 2002, the piece was mailed to a list of 19,500 pre-registered attendees in the paving and grading demographic. The piece asked attendees to bring their authentic casino chip to the LeeBoy/Rosco display at CONEXPO-CON/AGG 2002 to roll the dice for free prizes at the craps table. The prizes included logo jackets, shirts, hats, stress balls, rulers, note pads and pens. Everyone who played was a winner. 1,890 chips were redeemed for the opportunity to roll the dice for prizes. These chip-holding attendees were added to the database using the card scan system for post-CONEXPO-CON/AGG 2002 mailings.

LeeBoy-Rosco management was extremely pleased with booth traffic during CONEXPO-CON/AGG 2002 and attributed much of the credit to the game, which granted goodwill and excitement among visitors. The craps table positioned in the center of the display area was constantly busy, with lines at busy times.

Direct Mail - Single Piece

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Second Place - Tie
Safway Steel Products
Waukesha, WI

Safway’s objectives were threefold. The first objective was to have 75 Houston area commercial & general contractors visit our new Safway Houston Commercial facility for an open house and to enjoy food & fun. Secondly, Safway wanted to establish its new presence in the Houston market among commercial contractors. Third, Safway wanted to introduce the SL Frame Systemä to the Houston Commercial marketplace.

Safway’s target audience for this campaign was an in-house list of commercial contractors. Safway’s Houston Commercial sales force put the list together, and included contractors with whom they would like to do business, but were not currently working with.

The strategy was an invitation to Safway’s Houston Commercial Branch’s Open House. The invitation listed all of the important information such as time, date, & place. The postcard also enticed the recipients to come with the offer of food, prizes, and the opportunity to get a hands-on tour of Safway’s newest product at the time, the Safway SL Frame Scaffold Systemä.

Approximately 150 people out of the 300 recipients of the mailing attended the open house, representing a 50% response rate. Safway received 15 new accounts and acquired approximately $200,000 in new business directly related to this mail campaign.

Direct Mail - Campaign

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First Place
Bobcat Company
West Fargo, ND
With
Flint Communications
Fargo, ND

The objectives were to generate interest in two new products introduced by Bobcat Company; to drive traffic to the Bobcat Company display at CONEXPO-CON/AGG 2002.

The target audience was selected pre-registered CONEXPO-CON/AGG 2002 attendees representing construction and related markets.

This direct-mail series of cards was mailed to 20,014 pre-registered attendees. The cards were mailed two weeks apart. Two lenticular-style cards that demonstrate movement were developed to provide a visual depiction of the unique feature being introduced on each product. This direct-mail execution was designed to distinguish the Bobcat products from competitive products being introduced at the same event, and to encourage attendees to see the products for themselves at CONEXPO-CON/AGG 2002. In addition, a special promotion for the Bobcat Store was included on the card as incentive to attend the Bobcat display at CONEXPO-CON/AGG 2002.

The result of this direct-mail series was impressive. Traffic to the Bobcat display was strong and interest in the newly-introduced products was high. A significant number of visitors indicated that they recalled receiving one or both of the direct-mail postcards. Traffic at the Bobcat Store was equally strong, with some credit due to the pre-event mailing.

Interest remains high for the two Bobcat products involved with this promotion that were introduced at CONEXPO-CON/AGG 2002, and sales are meeting forecast expectations.

Direct Mail - Campaign

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Second Place
Safway Steel Products
Waukesha, WI

The objectives were to receive at least 25 contest entries and at least $15,000 in new business from the mailing, to increase awareness of Safway’s Atlanta branch and its commitment to timeliness. To drive recipients to our website and identify wants and needs of our target market.

The target audience was commercial contractors who are based within Safway’s Atlanta territory who have 20+ employees and $1+ Million in sales.

The strategy was 1. a personalized letter signed by 1 of 3 different Safway sales reps accompanied by a stopwatch with the Safway logo and website address imprinted on the front. The letter tied in the “Go Ahead. Time Us” theme and the stopwatch added further emphasis; 2. a mini CD-ROM (cybercard) followed 1 week later. This was personalized by inserting each sales rep’s business card into the specialized packaging, and link users via the cybercard directly into Safway’s website. The cybercard saved the recipients time by allowing them to review information about Safway in their own time and place; 3. an entry form and reminder followed three weeks after the cybercard. It offered 3 ways to enter the contest: online, fax entry, or mailed entry and reiterated the contest deadline of July 13th.

Safway received 32 entries and approximately $40,000 in new business directly related to this mail campaign. Safway compiled statistics from entrants’ answers to the questions on the entry form. This gave our Atlanta Branch a better idea of what industry details were important to their market and allowed them to better target their market, which added to more sales.

Direct Mail - Campaign

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Third Place
Case Construction Equipment
Racine, WI
With
Cramer-Krasselt
Milwaukee, WI

The objective was to generate sales leads and support the Professional Partner brand position. The program was designed to drive traffic to the Case booth at CONEXPO-CON/AGG 2002, capture potential customer sales leads during the show, then drive the customer to their dealership after the show for a product demonstration.

Three different audiences were targeted for this program—Dealer List Audience—600 select customers identified by dealers; Preferred Customer Audience—19,000 segmented customers from the Case database; Walk Up Audience—Attendees at the CONEXPO-CON/AGG 2002 show that have not been contacted or targeted with any pre-show efforts.

Magazine Ads - Fractional

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First Place
Compaction America
Kewanee, IL
With
The Promersberger Co.
Fargo, ND

The objective of this ad was to present BOMAG as a company entirely focused on compaction equipment. From the smallest plates and tampers to the largest rollers, they have a machine for any size application. It was important to illustrate the breadth of the product line while stressing the importance of having the appropriate equipment for the application. It’s not that you can’t “make do” with an improper piece of equipment, but doing so limits your productivity, performance and profitability. No other manufacturer could compare in the breadth of the product line.

Magazine Ads - Fractional

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Second Place
DIMAS USA
Grandview, MO
With
The Promersberger Co.
Fargo, ND

The objective of this ad was to feature the new 406HL hydraulic core drill. Featuring more power, six speeds, increased torque and a larger bit capacity, this new drill offered significant improvements in productivity and performance. The ad was designed to communicate the performance enhancement with a minimal amount of copy. A consistent look was maintained between existing literature and marketing.

Magazine Ads - Fractional

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Third Place
Bobcat Company
West Fargo, ND
With
Flint Communications
Fargo, ND

The objectives were to expand audience awareness of the breadth of the Bobcat excavator line of products; to affirm the characteristics of reliability and toughness attributed to Bobcat products in the minds of the audience; to increase recognition of the Bobcat name and the elements of the Bobcat brand.

The target audience was excavator purchasers and operators in construction, utilities and related markets.

This ad uses a bold, straightforward headline directed to the target audience. The headline and body copy reinforce the point that Bobcat Company provides a broad range of excavator sizes and options to meet customers’ needs, while still communicating the reliability and toughness of Bobcat products. In addition, the use of color, tagline and logo below the photography continue to drive the recognition of the brand elements.

The execution of this ad is unique. With a 16X5-inch size, the ad provides the impact of a full-page spread while occupying only half the space. This provided a forum to stretch media placement dollars while maintaining maximum impact with the audience.

Magazine Ads - Single Piece

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

The target audience was CONEXPO-CON/AGG 2002 attendees in the roadbuilding, mining and demolition markets; also those in HDD and recycling.

The objectives were to drive traffic to the booth to formally unveil the largest machines in the Vermeer arsenal. This was a prime time for Vermeer to alter their image as a compact to mid-sized equipment manufacturer. Note: The Terrain Leveler (as the focal point of the ad) is everything this audience wanted to see: big, bad and productive.

Strategies were to secure the center-spread placement of the Show Daily, and fill it with one of the boldest ads ever developed on behalf of Vermeer—make it one of the boldest ads in the book!; to develop creative that will entice show attendees—make them want to see the Terrain Leveler, as well as the other large equipment introductions.

The results were that show booth traffic, specifically to see the big machines, was incredible; this ad has been viewed as one of Vermeer’s most successful ads ever developed, fully meeting the objective of creating excitement and raising curiosity; an encouraging CONEXPO-CON/AGG 2002 and bulk of qualified leads.

Magazine Ads - Single Piece

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Second Place
Bobcat Company
West Fargo, ND
With
Flint Communications
Fargo, ND

The objectives were to reflect how Bobcat equipment effectively meets the needs and demands of landscaping professionals; to affirm the characteristics of reliability and toughness attributed to Bobcat products in the minds of the audience; to extend the equity and audience recognition of the Bobcat skid-steer loader to the company’s full line of products; to increase recognition of the Bobcat name and the elements of the Bobcat brand.

The target audience was compact equipment purchasers and operators in landscape construction and related markets.

This ad uses a headline directed to a specific target audience. The headline and body copy reinforce the sensitivity and responsiveness Bobcat equipment provides to landscape professionals while still communicating reliability and toughness. The mix of color and black-and-white photography adds contrast and interest as it demonstrates the pride that landscape professionals put into their work. Additional product photography showing a variety of Bobcat products extends audience awareness beyond the skid-steer, yet reaffirms the company’s leadership among skid-steer manufacturers. In addition, the use of color, tagline and log below the photography continue to drive the recognition of the brand elements.

This ad has proven to do a good job of speaking to the landscape professional. In June 2001 the ad received a readex® Award for Advertising Achievement by earning the highest “attention-getting” score as rated by publication subscribers.

Magazine Ads - Single Piece

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Third Place
Case Construction Equipment
Racine, WI
With
Cramer-Krasselt
Milwaukee, WI

The objective was to position the Case Brand as a “Professional Partner” for contractors — highlighting the Case Dealer as an example of the commitment to the customer.

The target audience was construction contractors using light to heavy equipment.

Magazine Ads - Series

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First Place
Volvo Construction Equipment
Asheville, NC

Stimulate awareness and launch the new Brand Promise: More care. Built in.

The purpose of our advertising is to positively differentiate our brand from competition—making Volvo Construction Equipment a credible and competitive alternative—not by imitating the competition. We are different in the care we design into our machines and different in the way we care for our customers. That care is part of our DNA—it’s built into everything we do, and the way we do it. It makes our machines safer, more environmentally friendly, more productive, and ore reliable. It means we are approachable, professional, innovative and service oriented. It is our Brand Promise—and it’s a promise we keep.

To introduce this, we have created a communications campaign which dramatizes our Brand Promise using outstanding working product images and introduces Volvo Blue as a powerful branding property. It focuses on specific stories from our product philosophy, our heritage and our service delivery to demonstrate the real, tangible benefits of our unique approach and how we add value for customers at every stage.

The Brand Promise of better design, higher quality, improved productivity and superior service is summed up in the line—More care. Built in.

The target audience was end users of construction equipment within targeted end-use segments.

The results were that the new brand ads have been tremendously successful based on awareness studies and focus group testing. Successfully reinforced and utilized at CONEXPO-CON/AGG 2002.

Magazine Ads - Series

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Second Place
Bobcat Company
West Fargo, ND
With
Flint Communications
Fargo, ND

The objectives were to increase recognition of the Bobcat name and the elements of the Bobcat brand; to affirm the characteristics of reliability and toughness attributed to Bobcat products in the minds of the audience; to extend the equity and audience recognition of the Bobcat skid-steer loader to the company’s full line of products.

The target audience was compact equipment purchasers and operators in construction and related markets.

The series of ads uses striking headlines to grab the attention of the reader. While each headline affirms the characteristics of reliability and toughness, the use of color, tagline and logo drive the recognition of the brand elements. In addition, the use of selected photography showing a variety of Bobcat products extends audience awareness beyond the skid-steer, yet reaffirms the company’s leadership among skid-steer manufacturers.

This series of ads received overwhelming acceptance from the distribution network, and has formed the groundwork for a growing offering of customer communications materials. Bobcat dealers are requesting national advertising pieces to use in direct promotion through their independent dealerships on a local level. Requests by dealers for these national pieces have far exceeded Bobcat Company expectations.

Magazine Ads - Series

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Third Place - Tie
Compaction America
Kewanee, IL
With
The Promersberger Co.
Fargo, ND

These ads were designed in an effort to develop an overall consistent look, tone and feel for BOMAG advertising. The objective was to develop an ad that was bold, strong, confident and factual. Because each ad featured a piece of equipment, we wanted to make sure the headline presented machine benefits to the end user. Strong application photography was a key element to the bold presentation and was further carried out by the variety of type sizes. The ads were targeted toward end-users of the BOMAG equipment including highway contractors and landfills.

Magazine Ads - Series

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Third Place - Tie
Sauer-Danfoss
Minneapolis, MN
With
Essman/Associates
Des Moines, IA

The campaign objective is to differentiate Sauer-Danfoss from competitors by communicating the human qualities and values that are at the foundation of building superior products for OEMs. These values are illustrated through a “Circle of Values” which includes Commitment, Reliability, and Innovation.

The target audience was OEM design engineers who are engaged in the design of mobile machinery.

The strategy was that each ad in the series highlights one segment of the value circle. The headline, copy and photos tell a story related to the value being highlighted in that specific ad. The “Innovation” ad shows an engineer working into the evening on his vision of a next generation machines. The “Commitment” ad illustrates end-user machinery in action – delivering results. The “Reliability” ad shows that no matter how remote you are Sauer-Danfoss is there to support you. Taken together, these ads build a story of Sauer-Danfoss providing customer solutions from concept development to design support, to delivering results through global ongoing support.

While the campaign just began in the first quarter of 2002, numerous customer comments indicate that the ads effectively distinguish the Sauer-Danfoss “people and process focus” from the usual product/equipment centered ads.

Press Kits

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First Place
Case Construction Equipment
Racine, WI
With Malcolm Marketing
Racine, WI

Case Construction Equipment Online Media Kit was developed to give trade media an easy-to-use tool to access current information about Case machinery and services. The current version of the kit was developed to help launch a line up of heavy construction Equipment just prior to CONEXPO-CON/AGG 2002. The kit offers media a high-energy Flash-based introduction to the new 2002 models. After viewing the introduction, editors can access downloadable high-resolution photography, news releases, specifications and video clips detailing the new products. The kit also includes an innovative “virtual walkaround” of some of the new models. The flash-based walkaround allows browsers to view equipment from many angles including pop-up information windows and detail photography.

Response from the trade media has been universally positive. The 24-hour-a-day access has allowed editors to pull photos and other information for their issues even at the last minute. It saves time over using CDs and FedEx to exchange information. The kit has allowed Case to serve more trade media and garnered more coverage than previous methods of PR.

Press Kits

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Second Place
Allmand Brothers
Holdrege, NE
With
The Promersberger Co.
Fargo, ND

Our target audience included members of the press, such as editors and publication representatives attending CONEXPO-CON/AGG 2002. We utilized a four-part communications strategy to deliver our message to the target audience. Invitations were emailed to approximately 100 specific press members prior to CONEXPO-CON/AGG 2002. Reminder phone calls were made the night before the press conference to individuals who had returned their invitation RSVP. These individuals also received ‘teasers’; hand-delivered, fifteen ounce boxes of chocolate covered almonds with reminder cards. Press kits were distributed during the Allmand Bros. press conference and were also made available in the press lounge during the duration of the show. The press conference included a power point presentation with pictures of new products and features as well as easy to follow bullet points. Materials regarding information covered in the press conference were included in the press kit. Approximately 30 individuals attended the press conference, exceeding our goal of 20 press members. Twenty-six of the attendees were editorial staff. Free editorial coverage in The Show Daily and several post-show publications included information from both the press conference and press kits. Press members also made personal visits to the Allmand Bros. booth during the CONEXPO-CON/AGG 2002 show.

Press Kits

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Third Place
Bobcat Company
West Fargo, ND
With
Two Rivers Marketing
Des Moines, IA

The target audience was publication representatives attending and/or covering CONEXPO-CON/AGG 2002.

The objective was to attract media interest in new and featured Bobcat products at CONEXPO-CON/AGG 2002, resulting in post-show coverage, interviews and feature articles.

Strategies were to design an easy-to-use press kit for trade media representatives that outlines new Bobcat products featured at the show; to provide media with several information channels to retrieve information on the products, including hard-copy releases and photos, CD-Rom, and the Bobcat Company Web site—satisfy ALL preferences for receiving information; to establish a two-way communication channel by including a survey on the materials and preferences on receiving materials.

The results were that more than 170 press kits were distributed at CONEXPO-CON/AGG 2002, resulting in excellent post-show coverage; attending media appreciated the comprehensive nature of the materials; several media feedback cards were received after the show; comments are vastly positive.

Product Literature

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First Place
JCB Inc.
Pooler, GA

The target audience was contractors involved in various construction markets, including general construction, road, bridge, and utility work, as well as municipal and rental markets.

The development of the “next generation” of JCB backhoe loaders, introduced at CONEXPO-CON/AGG 2002, offers end-users industry-leading features that set a new standard. JCB’s new backhoe loaders are the most advanced ever, including automotive quality in the newly designed cab. The backhoe loader brochure was designed with an automotive look and feel from the product photography to the weight of the paper stock used to the use of glossy spot varnish highlighting the new features of JCB backhoe loaders. Emphasizing world class quality in the new machine design, the brochure sets a high standard for the industry and differentiates the new JCB backhoe loaders from other competitive machines.

The brochure accompanied the public reveal of the new JCB backhoe loaders at CONEXPO-CON/AGG 2002, and was used as a handout. In addition, the brochure was mailed as a follow-up to leads from the trade show. The brochure is also mailed as a follow-up to inquiries generated from new product ads on the backhoe loaders. JCB Dealers stock the brochures to support sales efforts and introduce the new backhoe loader line to customers. The brochure is stocked at JCB Inc. and given to visitors who tour JCB’s North American manufacturing facility.

Product Literature

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

The objective was to create an introductory sales tool that explains the key features and benefits of the XT Skid Steer line—which offers incredible range and versatility in model and attachment options.

The target audience was dealers, their sales staff and potential customers. Potential customers include current and future owners of skid steers including contractors and landscapers.

Product Literature

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Third Place
Hydro Mobile
l’Assomption, Quebec

The objective was to develop a comprehensive product brochure that presents a whole product line, the M-Series, and focused on an innovative product, the new M2 platform. It was decided that this brochure was to provide enough technical and descriptive information and show high quality graphics. The challenge was to reproduce on computer (3D Studio Max) our new platform because we were suffering of a lack of photos due to the fact that the product was still under development at our R&D department.

In order to create a big impact, we used a brochure format that enables the visualization of two popular set-ups: a single platform 60’ set-up; the 140’ set-up that requires two 24’ platforms. The brochure was consistent with the advertising campaign of the first quarter 2002. The colors were also the same and graphically the audience was able to associate the product to the company. The hand as a symbol of safety and support is still present in that brochure and a link to the 4”S” strategy of 2001 is also present in that literature.

The initial print run was 3,000 but it became clear that the enthusiastic reception of our distributor network who is using it as a tool for their sales force necessitated a reprint. In fact, we distributed 5,000 copies of that brochure since January 2002.

Public Relations Person of the Year

Sharon Holling
Caterpillar Inc.
Peoria, IL

Sharon Holling of Caterpillar Inc. at the September 2002 PICA awards ceremony for PR Person of the Year (Click image for larger view)

Sharon Holling is a Marketing Administrator – Corporate Trade Press Relations for Caterpillar, Inc.’s Marketing Resource Division in Peoria, IL.

Sharon has been with Caterpillar for 25 years. In addition to her current post in corporate media relations, she has served her company in areas including Government Affairs and Public Communications.

Sharon is active in local civic and political committees. This includes heading a local business leadership group, and serving on the steering committee for a local Congressman. She has also chaired several local boards, including the Junior League and United Way. She has numerous awards for her community involvement, including the YWCA Outstanding Achievement Award.

Here are some of the comments about Sharon from editors in the nominating process:

• “Few individuals provide the level and quality of service to editors that Sharon does, and the interesting fact is that she always does it with a smile. Sharon’s follow-up is second to none. She never misses a step and always delivers what you ask for, when you ask for it.”
• “Sharon never fails to deliver just what is requested, always in plenty of time, even when the deadline seems impossible to meet. She’s a real pleasure to work with. At press events, she’s always cordial and helpful - and readily available.”
• “I have known Sharon for a few years and have observed her professional demeanor and abilities in a variety of settings. She is an excellent example of what a public relations person is all about within our construction publishing industry.”
• “Press material is high quality and extensive in coverage. I am kept well informed and, in fact, receive more material than I can use. Press events are extremely well run and informative. Sharon seems unflappable-amazing given all she has to do-and always has time to help this editor get information.”
• “Sharon understands how important business press relationships are to Caterpillar’s success….Sharon has worked within the Caterpillar organization for a number of years. That brings value to her current position in that she knows the company. Her ability to find the answer and the right Cat employee makes things easy for editors.”