Direct Mail – Single Piece

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First Place
Robin Subaru
Wood Dale, IL
with
The Promersberger Company
Fargo, ND

Designed to launch the new EX series line of Robin engines, this direct mail piece was targeted to World of Concrete attendees or end users of the product. Offering industry-leading technology in a small engine, Robin wanted to communicate the benefits of this new engine in a creative way. The EX designation lent itself well to a creative launch with the “Three Reasons to Love Your EX.” The piece was sent to all pre-registered attendees of the show. The copy was crafted to keep the tongue in-cheek humor while communicating tangible benefits of the engine.

Direct Mail - Single Piece

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Second Place
Stone Construction Equipment Inc.
Honeoye, NY

This piece was part of an integrated campaign, which included direct mail, incentives, sales force training, a PowerPoint demonstration of the site and an industry advertisement.

Our key objectives were to:

Establish a leadership position in effective use of technology to lower cost of doing business.

Announce and educate Stone dealers and salesmen of the value of and functionality of our ebusiness site.

Encourage password registration and initial use of the site through incentives.

Results were outstanding – 500 users signed up and our sales force's proficiency and understanding of the site were increased 100 fold. We also achieved over $500,000 in sales in the introduction timeframe.

Note: The direct mail portion was a special letter with a brochure and a bounce-back item.

Direct Mail - Single Piece

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Third Place
Compaction America
Kewanee, IL
with
The Promersberger Company
Fargo, ND

The creative objective of this direct mail piece was to communicate the benefits offered by the unique segmented drum design. The initial target market was rental centers. Since it is key for a rental center to be flexible enough in their equipment offering to meet a wide variety of application needs for their customers, equipment that allows flexibility enhances profitability. Such is the case with the segmented drum on the BMP851. By simply removing three bolts, the machine can accommodate two different size trenches. This flexibility enhances profitability by reducing time and labor needed to completely change the drums of the machine and eliminating the need for excess inventory (i.e. extra drums or a second machine). We patterned the creative after the motto of the Three Musketeers and patterned the design and language after that theme and era. The mailer, sent to 3,120 ARA members, creatively communicated the benefits offered by the segmented drum design.

Direct Mail - Single Piece

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Honorable Mention
Eagle Crusher Company
Galion, OH
with
Holcomb Gallagher Adams
Columbus, OH

Objective:
The overall objective of Eagle Crusher Company's direct mail piece was to publicize financial buying incentives during the economic recession. Another purpose was to showcase the line of UltraMax Ò impactors and highlight their distinguishing feature, an aggressive and dependable solid-steel three-bar rotor. In addition, the mail piece focused on the incentives of buying an impactor during the recession, such as an immediate depreciation expense.

Audience:
In January 2003, approximately 8,500 direct mail pieces were sent to aggregate producers, sand and gravel producers, and concrete and asphalt recycler producers in the United States. It was crucial for the piece to go out in January, when producers contemplate purchase decisions to replace and upgrade present equipment.

Strategy:
To differentiate Eagle Crusher from the competition, the direct mailer included a rotor-shaped CD-ROM which featured customer testimonial messages. Prospective buyers were given the opportunity to see and hear what other companies think about their Eagle Crusher equipment.

Results:
The results of the direct mail piece have been highly favorable. After it dropped, there was a measurable surge in incoming phone calls and the median cycle time was reduced five days. It has also caused quite a stir among industry producers who now perceive Eagle Crusher Company as innovative and cutting edge. Though the real numbers won't be accounted for until next year, Eagle Crusher is confident the direct mail piece will have a significant effect on overall impactor sales in 2003.

Direct Mail - Single Piece

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Honorable Mention
Iowa Mold Tooling Co.
with
Two Rivers Marketing Group
Des Moines, IA

Target Audience:
Dealers for the following manufacturers: Case, Ditch Witch, John Deere, Caterpillar and Vermeer.

Objective:
Team up with leaders in the construction equipment manufacturing industry and show how a dealer can increase service business with IMT products.

While the economy struggles and dealers look for alternative revenue sources, improving service programs for customers can be a useful option. Dealers can capitalize on owners who are keeping equipment longer and longer.

Strategies/Tactics:
Create a direct mail piece that includes testimonials from IMT dealers who have successfully used IMT equipment in the field.

The direct mail offers a call to action for dealers to request additional information, including product CD-ROMs about IMT mobile lubrication trucks and service cranes.

Recipients of the direct mailer are also encouraged to call a toll free phone number for additional information and to identify a nearby dealer; the IMT website was also listed.

Results:
There has been an exceptional response to this direct mail campaign, with interest for additional information about the fleet management subscription. The program is still in the initial stages and is expected to provide good results. Sales of the service can be tracked through warranty card data, which is sent to IMT following the sale.

 Direct Mail – Campaign

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First Place
McElroy Manufacturing
Tulsa, OK

This direct mail piece was targeted at McElroy equipment owners. By reminding McElroy equipment owners to perform routine maintenance, our equipment will last longer, perform dependably and operate at peak capability while in the field. As a secondary focus, proper maintenance also drives parts sales. Thirdly, we hoped to use the results of the campaign to educate our distributors on the effectiveness of direct mail marketing. Space was allocated on the mailer for the distributor to personalize the mailer or add a custom message. To achieve this end, a series of three direct mail brochures was used to remind equipment owners to perform routine maintenance. The campaign was implemented in January, February and March as it is our industry's least active time for construction projects. As an incentive to respond, customers were promised a TracStar Series II replica. A cross section of our distributors participated in this campaign and saw the benefits of direct mail marketing at no cost to themselves. We achieved an average response rate of 24%.

Direct Mail – Campaign

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Second Place
Tensar Earth Technologies
Atlanta, GA

Marketing/Advertising Objectives:
The overall objective of this three-piece direct mail campaign was to launch Tensar Earth Technologies' new SierraScape Wire-formed Retaining Wall System. Because this system is the only product of its kind currently on the market that features a positive, mechanical connection from the geogrid reinforcement to the face of the wall, in the campaign we wanted to introduce the product and highlight for the consumer the benefits that it features. We also wanted to further differentiate ourselves form our competition by highlighting the technology we offer.

Target Audience:
The target audience of this campaign included: owners, real estate and corporate developers, structural engineers, general contractors, civil engineering firms and design construction firms.

Communication Strategy:
The strategy of this campaign was to increase awareness of the SierraScape System and encourage owners, engineers, developers and contractors to use the product whenever it met their needs by leveraging the strengths of its features and benefits. We wanted to let them know we provide a cost-effective and reliable alternative to their construction needs.

Measurable Results:
This campaign was a huge success. It brought awareness to the product and created a buzz within the marketplace. It was mailed to over 19,000 recipients throughout the United States in April of 2002. By the end of the year, several jobs were sold and installed successfully and the product has continued to sell well in 2003. Also, as a result of the campaign, Tensar Customer Service received over 20 direct calls with customers wanting to know more about the SierraScape System.

Direct Mail – Campaign    

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Third Place
Stone Construction Equipment Inc.
Honeoye, NY

The direct mail campaign for the American Rental Association tradeshow was part of an integrated campaign that included an industry advertisement, a direct mail piece for the CONEXPO-CON/AGG tradeshow and incentives to encourage people to visit the Stone booth at both shows.

The key objectives were to:

Demonstrate our leadership position for innovative products and for our use of technology in our products to lower lifetime costs.

Strengthen our brand name and reinforce our comprehensive product offering.

Encourage attendees to visit the Stone booth at both shows.

The ARA mailers (this campaign) were also used to encourage sales during the show.

We had an incentive at both show of a pair of sunglasses to encourage people to visit our booth.

We had a record number of sales at the 2002 ARA show. In addition, we had over 1,000 visitors during the CONEXPO-CON/AGG show.

 Magazine Ad – Single/Fractional

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First Place
Caterpillar Inc.
Peoria, IL
with
Simantel
Peoria, IL

Statement of Objectives:
The objective of this ad was to introduce the Caterpillar Certified Used Equipment program that launched in the fourth quarter of 2002. Specifically, the ad featured the key benefits of the certification process that would ensure a customer that the machine they were purchasing was “certified.” This certification process is a key differentiator from other used equipment manufacturers.

The theme/tagline was developed to remind customers of the overarching benefit of purchasing a piece of Caterpillar Certified Used Equipment… you “know what you're getting.” Customers were also encouraged to visit CatUsed.com for more program information as well as a list of available machines.

The ad was targeted at machine purchase decision-makers – ranging from independent operators to fleet managers to owners. Throughout first quarter 2003, the ad ran in seven construction publications as well as other industry-specific publications.

A bold graphic approach was used to effectively grab a reader's attention across the wide range of publication types. A modified version of the ad will continue to run the remainder of 2003.

With an aggressive national media schedule, Caterpillar has experienced an increase in hits on CatUsed.com and has driven new leads to its dealer network. Readership studies are scheduled for August of 2003 to measure awareness and recall.

This ad was designed as part of an integrated introductory campaign for the Caterpillar Certified Used Equipment program launch. Dealers are implementing the program at their local level as well.

Magazine Ad – Single/Fractional

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Second Place
Compaction America
Kewanee, IL
with
The Promersberger Company
Fargo, ND

Designed to introduce BOMAG's first four-cycle tamper, this ad creative posed a unique challenge. It had to overcome the negative attitudes in the target market that had been created by failures with early four-cycle tamper technologies. The primary complaints in the market were that four-cycle tampers couldn't offer the same performance as the previous two-cycle models, couldn't handle the abuse of typical job sites, and couldn't be transported lying down. These were the audience perceptions we sought to attack with this ad creative for a new kind of four-cycle tamper. The BOMAG tamper truly was different and we needed to let the market know. BOMAG took a lot longer to introduce a four-cycle model, but they spent a significant amount of time in research and development to make sure they addressed the performance and transportation issues. We needed a bold, in-your-face ad to launch this revolutionary product and convince the market it was really different. The headline and subhead address the ability to transport the machine in any position while stressing the superb performance. The ad ran primarily in rental books and the World of Concrete show planner.

Magazine Ad – Single/Fractional

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Third Place
Takeuchi Manufacturing
Buford, GA
with
Pratt & Buehl Advertising
Atlanta, GA

Takeuichi's “All the Power” advertisement announced to the industry revolutionary, patented technology innovations in compact excavators. Established in 1979, Takeuchi U.S. has been serving the U.S. construction and equipment rental industries for 20 years and was the first construction equipment company to introduce compact excavators to the U.S. marketplace. Since that initial introduction, compact excavators have grown in popularity to what today is one of the fastest growing segments in the U.S. construction equipment industry and the new TB53FR now tops that list for equipment innovation.

Magazine Ad– Single/Fractional

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Honorable Mention
Bobcat Company
West Fargo, ND
with
Flint Communications
Fargo, ND

Marketing Communications Objectives:
Expand audience awareness of the breadth of the Bobcat line of compact equipment.

Reinforce the characteristics of toughness and dependability attributed to Bobcat products in the minds of the target audience.

Increase recognition of the Bobcat name and elements of the Bobcat brand.

Target Audience:
Compact equipment purchasers and operators in construction, utilities and related markets.

Communication Strategy and Results:
The visual and headline provide a straightforward position representing the increasing breadth of types of machines that now complete the line of Bobcat Company products. The body copy reinforces the fact that Bobcat Company produces more than skid-steer loaders, while emphasizing the core values of dependability and toughness as consistent throughout the product line. In addition, the use of color, tag line and logo in the ad continue to drive recognition of the brand elements.

The half-page, double-truck format of the ad delivers the visual impact of a full-page spread while occupying only half the space. This provided an opportunity to stretch the media placement dollars while maintaining maximum impact with the audience.

 Magazine Ad – Series

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First Place
Volvo Construction Equipment
Asheville, NC

Marketing Communications Objectives:
Stimulate awareness of the Volvo Construction Equipment brand and its theme (More care. Built in.) and provide information on products. The purpose of our advertising is to positively differentiate our brand and products from the competition and to make Volvo Construction Equipment products credible and competitive alternatives. The unique care that the company designs and builds into its equipment helps make our equipment safer, more productive, more reliable, more environmentally friendly. It is evident in the way we care for our customers, in our professional and innovative approach to business. Our advertising program dramatizes our Brand Promise of better design, higher quality, improved productivity, superior service and exceptional value through a series of advertisements using outstanding working product images and the well-known Volvo Blue as a powerful branding property.

Target Audience:
End-users of construction equipment within targeted end-use segments.

Results:
Awareness studies, focus group testing and trade publications readership response have indicated that our new series is successful.

Magazine Ad – Series

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Second Place
Caterpillar Inc.
Peoria, IL
with
Simantel
Peoria, IL

Statement of Objective:
The objective of this ad series was to promote Genuine Cat Undercarriage by establishing a presence in publications typically read by product support decision makers. Specifically, the intention was to remind Caterpillar customers of the reasons why they originally purchased Genuine Cat Undercarriage and why they should continue to service their machines with these parts. Each of the three ads in the series focuses on the key differentiators a customer can count on when he or she purchases Genuine Cat Undercarriage including unmatched dealer service, quality product and a history of innovation in the undercarriage industry.

The target audience was comprised of current Caterpillar customers including maintenance managers, owner/operators, fleet managers and other product support decision-makers. This ad series ran in four publications throughout the third and fourth quarters of 2002.

This ad series was part of a three-year Undercarriage Awareness Campaign for Caterpillar. Other components of the campaign developed during 2002 include a product brochure, a comprehensive promotion kit and promotional items. The overall objective of the Awareness Campaign is to promote Caterpillar's position as the leader in the undercarriage industry. Since the beginning of undercarriage, Caterpillar has led the industry in technology and innovation. This position is summarized in the campaign's theme – “Genuine Cat Undercarriage. The Original.”

Magazine Ad – Series

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

Marketing Communications Objectives:
Increase awareness of the range of Bobcat products available to make work easier.

Affirm the characteristics of reliability, toughness and agility attributed to Bobcat products.

Engage readers and allow them to feel they have many compact equipment options available to them and that Bobcat helps them to be successful.

Maintain recognition of the Bobcat name and elements of the Bobcat brand.

Target Audience:
Compact equipment purchasers and operators in construction and related markets.

Communication Strategy and Results:
The series of ads places focus on compact equipment operators in targeted market segments. The ads are based on an understanding of what these decision makers have to deal with in their business. The impactful headline and supporting copy used in each ad reflect how Bobcat equipment performs to help the operator's business be successful. The featured photography places the operator and the equipment at the worksite, where many decisions are made. In addition, the use of color, tagline and logo below each ad continues to drive recognition of the Bobcat brand elements.

This series of ads has formed a groundwork for a growing offering of customer communication materials. From specific markets to attachment option, the series continues to receive excellent feedback from internal and external compact equipment audiences.

Magazine Ad – Series

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Honorable Mention
CEAttachments
Cedarburg, WI
with
The McFarland Group
Elm Grove, WI

CEAttachments Inc. strives to be a single source supplier for Compact Equipment Attachments. Whatever the application, CEAttachments Inc. offers a complete rage of quality products to fit all brands and models of skid-steer loaders and compact excavators. The products allow the equipment and business more versatility, increased productivity and a quick return on investment.

CEAttachments markets to targeted audiences in the agriculture, construction, demolition, landscaping, nursery, mining and foundry industries. The experts at CEAttachments Inc. are comprised of knowledgeable, industry-experienced engineers and inside sales representatives. With a complete lineup of more than 800 attachments, CEAttachments Inc. will fit the right attachment for the job site need. The staff will handle the entire process for their customers and eliminate the frustration of having to go through a multitude of manufacturers for every attachment need. There is a vast inventory in stock at CEAttachments Inc. ready for immediate shipment.

The slogan “Every Attachment For Every Job” is used throughout the advertising campaign. To convey this message to dealers and equipment operators, CEAttachments Inc. used a creative yet comical approach. The ads were developed using images that would spark the readers' attention by telling a story at a glance.

The effectiveness of this campaign has been measured in a multitude of ways. The website at www.ceattach.com gathers and tracks two types of information about users. Data that users provide through options, voluntary registration and aggregated tracking information, derived mainly by tallying page views throughout the site. This enables CEAttachments Inc. to better tailor content to readers' needs and helps the company to better understand the demographics of the audience. Surveys are also conducted that monitor the level of service provided to the clientele. In addition, the current periodical circulation offers voluntary documented sales leads of approximately 3,320.

Since the origination of the company in April of 2001, documented results reveal 775 dealers have been serviced through CEAttachments Inc.

Magazine Ad – Series 

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Honorable Mention
Thompson Pump
Port Orange, FL
with
Benedict Advertising
Daytona Beach, FL

The objective of this campaign was to portray Thompson Pump as the leading pump designer and manufacturer in the dewatering industry. In order to break through the clutter of the category and capture attention, we chose to use whimsical/”over-the-top” visuals and headlines. In each case, the reader came away with one distinct message. “If you have a lot of water to move, (off an entire planet, from a worldwide deluge, or turning an ocean into a dessert), Thompson Pump has both the equipment and the experience you'll need to get the job done.

The campaign began running in early 2002. Thompson Pump saw an increase of 5% in overall market share over the course of 2002, which they have attributed directly to this campaign.

 Press Kits

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First Place
Bobcat Company
West Fargo, ND
with
Two Rivers Marketing Group
Des Moines, IA

Target Audience:
Magazine representatives within key markets – specifically individuals that affect editorial content.

Objective:
Attract media interest in new Toolcat 5600 work machine by Bobcat Company, resulting in post-event coverage, interviews and feature articles.

Strategies/Tactics:
Develop an easy-to-use press kit for trade media representatives designed for taking notes during the event; provide product information and contact information to help answer any questions after the event.

Customize press kit photography based on each publication's readership audience.

Include additional documents for background and perspective, including information on attachments specific to making the Toolcat machine productive, and a “first look” at the T300 compact track loader (a secondary introduction at this event).

Develop interest-peaking theme (Top Secret) and send out several “teaser” mailings to invited media before the event.

Create an incentive for the media to attend by giving them early access to product information and product personnel – prior to production launch.

House the materials in a keepsake portfolio so the product remains top-of-mind.

Follow-up media event with a mass distribution to more than 200 various trade publications.

Results:
At time of entry, there were seven front covers featuring the Toolcat machine and more than 75 editorial placements.

Attending media appreciated the comprehensive nature of the materials.

Press Kits

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Second Place (tie)
Case Construction Equipment
Racine, WI
with
Malcolm Marketing
Racine, WI

The 2003 version of the Case Online Media Kit presents the complete line of Case Construction Equipment Products along with breaking news, current news releases on product features and a section devoted to the history of the brand.

A new, graphically appealing look builds excitement for the brand. Rotating photos keep the site fresh. An expanded content section provides editors with a complete overview of Case machines. An integrated, web-based content management system allows for continuous updating of text and photos.

Editors, writers and production staff at dozens of construction trade media outlets such as Construction Equipment, Equipment World, Equipment Today, Heavy Equipment News, Construction Equipment Guide and Underground Construction turn to the online media kit as a primary resource for articles, photos and product briefs.

We regularly receive feedback from journalists praising the comprehensive and easy-to-use features of the online media kit. Marcia Gruver, editorial director at Randall Publishing and its flagship magazine, Equipment World, describes the online media kit as the best she has seen. Her staff regularly uses the kit.

Because editors have 24-hour access to high-resolution photography, we often see photos and coverage that Case otherwise would not have received. This includes a full-bleed cover photo in the Canadian newspaper, Supply Post.

Press Kits

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Second Place (tie)
JCB Inc.
Pooler, GA

Target Audience:
Publications and editors attending World of Concrete 2003 from publications with readers who make buying decisions regarding mini excavators. The Press Kit was designed for editors who attended mini press conferences in the JCB Inc. booth and who attended a scheduled press conference publicized through World of Concrete's press room.

Communications Strategy:
With mini excavators on display in other manufacturers' booths, strategy involved preparing a straightforward press kit to provide differentiation for the new products. Corporate press folders were used to reinforce JCB's global presence and to support the JCB brand. The kit further supports the JCB brand and world class quality with a consistent look. The press kit clearly provides all materials needed by editors with comprehensive information, provided in two formats. The press kit included reference documents for ease in understanding and note taking during and after press conferences. Included in print were a press release, specification sheet, and copy of the Power Point presentation, and four electronic digital images were affixed inside the kit. In addition, the JCB Inc. press relations manager's business card was included.

Results:
Stories have started to appear in publications that were represented by editors' attendance at the JCB press conferences, using the information and digital images provided in the JCB press kit.

Press Kits

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Third Place
Cummins Inc.
Columbus, IN
with
Price Weber
Louisville, KY

The press kit was developed to demonstrate Cummins clear leadership to support its customers with an expanded product range, partnership announcements and a new low-emissions engine initiative. Cummins Inc. launched a major public relations and marketing initiative in 2002 that included the production of this press kit specifically designed for CONEXPO-CON/AGG 2002 in Las Vegas to help achieve the following objectives:

Establish Cummins within the off-highway and diesel industry as the leader in low-emissions diesel engine production and technology.

Reinforce Cummins position in the off-highway industry for doing what's right for the environment.

Communicate that Cummins honors its commitment to the EPA, to distributors and its customers.

Cummins Inc. used a strategic communications program to alert off-highway editors of the new A Series diesel engine product line and to the success of its low-emissions Tier III diesel engine initiative with a press kit including press release and product information ranging from a Tier III off-road emissions standards announcement to Cummins partnership with Kukje Machinery Co. Cummins produced a number of press releases and product literature, while supplying editors with multiple slides of Cummins off-highway diesel engines. Additionally, this press kit was sent electronically for editor convenience.

Editorial response and request was highly successful as Cummins received feature story placement in a majority of top-tier off-highway and diesel engine publications including Diesel Progress, OEM Off-Highway and Rental Equipment Register. Additionally, Cummins press kit materials appeared on multiple industry websites in the off-highway market segment.

 Product Literature

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

Marketing Communications Objectives:
Demonstrate Bobcat Company leadership in the design and introduction of new compact equipment products.

Generate interest among compact equipment purchasers in the latest product developed by Bobcat Company.

Maintain recognition of the Bobcat name and elements of the Bobcat brand.

Target Audience:
Compact equipment purchasers and operators in construction and related markets.

Communication Strategy and Results:
The machine is radically different from anything else available on the market, so it was necessary to familiarize and demonstrate the machine in action with the target audience. A number of photographs were used to add credibility to the machine. The literature utilizes the same visual from the introductory print ads for consistency in representing the engineer's rendering morphing into a photograph of the machine. Inside the literature, a diagram displays key features, relating them to their location on the machine. Additional visuals depict the machine in a variety of settings, operating in a number of applications to demonstrate size, scale and capacity. Brand elements, logo, color and tag line were used as consistent with the Bobcat brand.

Thousands of pieces of literature were mailed to those who called the toll-free information line; registered on the corresponding website or stopped by trade show booths or dealerships. Interest has been very high, with the literature helping lead prospects ultimately to the dealership for a hands-on experience.

Product Literature

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Second Place
Caterpillar Inc.
Peoria, IL
with
Simantel
Peoria, IL

The purpose of this brochure, entitled “The Evolution of a Revolution” is to reinforce Caterpillar's image as the leader in undercarriage development and manufacturing. Specifically, the brochure was intended to remind Caterpillar customers of the reasons why they originally purchased Genuine Cat Undercarriage and why they should continue to service their machines with these parts. The brochure focuses on Caterpillar's history of innovation, beginning with the invention of undercarriage in 1904. The brochure also highlights the many innovations Caterpillar has contributed to revolutionizing the industry in the nearly 100 years since then. Finally, it emphasizes the key differentiators customers can count on when they purchase Genuine Cat Undercarriage, including unmatched dealer service and the highest quality product.

The target audience was comprised of current Caterpillar customers including maintenance managers, owner/operators, fleet managers and other product support decision-makers. This brochure was designed to be distributed by Caterpillar dealers to their customers.

This brochure was part of a three-year Undercarriage Awareness Campaign for Caterpillar. Other components of the campaign developed during 2002 include a three-part ad series, a comprehensive promotion kit and promotional items. The overall objective of the awareness campaign is to promote Caterpillar's position as the leader in the undercarriage industry. This position is summarized in the campaign's theme – “Genuine Cat Undercarriage. The Original.”

Product Literature

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Third Place
Soff-Cut International Inc.
Corona, CA

The 2003 Soff-Cut International Full Line product brochure was designed to provide potential customers with information about Soff-Cut products with the intent of creating a better understanding of the system itself and the differences between the various products. In previous catalogs, information had been spread out between several pieces of literature. In addition, it was presented in a very technical manner and dealers complained about the fact that the brochures were not eye-catching enough for their showroom locations. When planning the literature design for 2003, members of our target audience were polled (98% male, concrete contractors, engineers, architects and members of our 2002 dealer council advisory group) and the new design was based solely on the feedback from those conversations. The overall result was a colorful, quality brochure which discusses the Soff-Cut system up front and which includes separate product pages and a summary of the saw features and benefits in a comparison for mat at the back of the brochure.

 Public Relations Person of the Year

Pictured at the PICA awards ceremony during the 2003 Marketing Seminar in October are PR Person of the Year Winston Leonard of Volvo Construction Equipment (center) with Editor's Choice Finalists Jean Hiller of JCB Inc (left) and Jeri Kannenwischer (Charles Machine Works.

Winston Leonard
Communications/Public Relations
Volvo Construction Equipment
Asheville, NC

The PICA Public Relations Person of the Year award is presented annually to a construction equipment manufacturing industry marketing communications professional whom the PICA editors believe exemplifies “best practices” in media relations with the trade press.

For this edition of the award, the PICA editors expanded the process – with the selection of three finalists and then the selection of the PR Person of the Year. PICA editors nominated candidates who in their opinion surpassed the standards of effective trade media relations.

Candidates were rated in the following categories: accuracy, knowledge of company/products (and ability to provide access to proper company officials), knowledge of industry publications, trustworthiness, professionalism, producer of press events, kits, materials etc. that are of high quality, value and completeness, and ability to represent company interests and respect trade press integrity and independence.

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

• “I have found Winston Leonard’s press events and press releases to be of the highest quality. He has always been helpful with articles.”
• “Jean Hiller’s press events and press releases are of the highest caliber.”
• “I consider Jeri (Kannenwischer) one of the elite press contacts.”
• “Winston Leonard always projects the epitome of professionalism in my dealings with him.”
• “Jean Hiller is a real pro.”
• “Jeri Kannewishcher is high quality in delivery and communication, professional in all her dealings, has a great understanding of the market and editorial needs within the market.”

Editor’s Choice: Finalist
Jean Hiller
Press Relations Manager
JCB Inc.
Pooler, GA

Editor’s Choice: Finalist
Jeri Kannenwischer
Pubic Relations Manager
Charles Machine Works Inc.
Perry, OK