Analyst Relations

Telcordia Technologies for Elements of Change
- Reinventing Telcordia

Recognizing its core customer base was eroding and key customers were beginning to shy away from doing business with the company, Telcordia Technologies knew it needed to dramatically change the way it did business and alter the way it was perceived throughout the industry. Consecutive analyst events coupled with ongoing stream of supporting information sent to analysts all year, were instrumental in changing perspectives among analysts and industry stakeholders. The spirit of the message, which has been heard loud and clear, was captured in an industry analyst report that pronounced, "...Telcordia has effectively put the industry on notice that it is back in the game."

Annual Report

American Association of Professional Landmen for the AAPL Annual Report & Calendar

AAPL’s annual report, which efficiently documented AAPL's finances and accomplishments for the year, was wrapped into a vibrant, four-color wall calendar that reminded members of upcoming AAPL events, offered intriguing historical notes on the association, and gave a glimpse into the volunteer president's Kentucky roots with breath-taking images of horses and landscapes by award winning photographer Doug Prather. The entire project was almost $2,500 under budget.

Application of Research & Measurement

Cohn & Wolfe for Hilton Hotels & Resorts
Personal Performance Study

Cohn & Wolfe (CW) developed and executed the Personal Performance Study, designed to provide scientific insight into how Hilton can help business travelers maintain peak performance while on the road. CW commissioned the former director of NASA’s Fatigue Countermeasures Program to assist in the first-ever study of its kind. The study determined how travel impacts performance and yielded provocative results-including that performance levels drop an astounding 20 percent while traveling! Hilton then forged forward and found the key to increasing performance on the road: exercise. Those who exercised were 61 percent more alert than those who did not. The results set Hilton up for future programming efforts and garnered significant media attention.

Cause-Related Marketing

Patrice Tanaka & Company, Inc. for Liz Claiborne Inc. 2003 Women's Work Program

Liz Claiborne, Inc. 2003 Women's Work Program is a 13-year-old domestic violence awareness and education program which reaches new audiences each year with focused anti-abuse messages. In 2003, Liz Claiborne reached out to college-aged men and women through a national college bus tour and student film festival developed with Marie Claire magazine. The 2003 campaign generated over one hundred million consumer media impressions, and Liz Claiborne continues to be recognized as an innovative, socially responsible corporate leader.

Community Relations

Ketchum for Home Depot Project Homefront

In early 2003, more than 1,700 Home Depot associates had been deployed to active duty to support Project Iraqi Freedom. When it became apparent that the war was going to be more extensive than anticipated, Home Depot and Ketchum developed and implemented a national support program for deployed associates and military troops. The result: Project Homefront, a national program to help military families nationwide repair and maintain their homes while a family member is deployed overseas in Operation Iraqi Freedom. In coordination with Rebuilding Together, the country’s largest volunteer home rehabilitation organization and USA Freedom Corps, the White House volunteer initiative, The Home Depot pledged to commit $1 million to the project and one million hours of service through its Team Depot volunteer corps to support military families.

Crisis Management

Duke University Medical Center and Health System News Office for Transplant Mismatch at Duke University Medical Center

An outstanding reaction to a terrible circumstance at a major medical center -- an organ transplant mismatch at Duke University Medical Center -- preserved the standing of the institution. What could have turned out to be a public perception disaster was instead turned into an admirable recovery by Duke's pr team.

Email Communications

Diageo for The Main Ingredient Live & The Holiday Countdown

Diageo North America’s External Affairs team was challenged to develop a winning strategy for creating a single corporate identity, uniting the new organization behind a single mission and goal. One of the many tactics employed by the External Affairs was the development of a single electronic newsletter that replaced a disparate number of publications that were produced on an ad hoc basis. To support the critical October-November-December selling season, Diageo launched a daily email newsletter consisting of short, relevant articles highlighting outstanding product placements, record-breaking product shipments, new product launches and more. The newsletter, The Main Ingredient - Holiday Countdown newsletter relied upon a team of employees from across the country to serve as reporters and supply information on daily local wins. Beginning on October 27, 2003, the Holiday Countdown was published 42 times in as many days. A recent survey shows that 86% of Diageo employees are very satisfied or satisfied with The Main Ingredient’s overall value, showing that the newsletter was truly are recipe for success.

Employee Relations

Cox Communications Arizona for the Wheel of Fortune Campaign

The Cox Arizona Wheel of Fortune campaign was designed to get employees educated, energized and excited about a sometimes dull topic: the company's goals. By graphically displaying the company's objectives in a wheel of fortune format and utilizing numerous tactics to spread the word and keep the workforce updated, the campaign gave the goals a life and personality. Thanks to a 95%+ awareness of the goals and how to contribute, employees pushed themselves to new levels and the company exceeded all of its goals for the year.

Event Marketing

Neiman Group for Quit For Them--New Year's Eve

Over four hours on New Year's Eve 2003, more than 500 pledge cards were signed by serious Pennsylvanians who were eager to jumpstart their New Year's resolution to quit tobacco for their loved ones. The "Quit for Them" New Year's initiative was designed to bring the Pennsylvania Department of Health's powerful tobacco cessation messaging to Pennsylvanians. Neiman Group arranged for street teams, armed with pledge cards, resource cards and digital cameras, to attend New Year's Eve events in major cities across the state. The "Quit for Them" teams encouraged smokers to sign a pledge to quit tobacco right there on the spot, in front of their families and friends, and documented that pledge with a picture that was posted on the Department of Health's website on New Year's Day. The campaign garnered print and broadcast coverage in major Pennsylvania outlets including a five-minute segment on NBC10 in Philadelphia with the Pennsylvania Department of Health Secretary, Dr. Calvin Johnson.

External Publication

Johns Hopkins Bloomberg School of Public Health for Saving Lives Millions at a Time

To tell the story of public health and how the Johns Hopkins Bloomberg School of Public Health works every day to protect people from illness and injury, the Bloomberg School published a 152-page book called Saving Lives Millions at a Time. The book surveys past accomplishments such as safe drinking water, vitamins and vaccines, and reports on future successes being crafted in the School’s labs and classrooms. Published in April 2004, the award-winning book has become an indispensable tool for communicating the School’s research enterprise to donors, journalists, government officials, alumni and other important friends of the School.

Financial/Investor Relations

DFW International Airport for the DFW International Airport
Bond Sale

DFW International Airport, the world's third busiest, sold a record $1.4 billion in bonds in 2003 to pay off financing of its new international terminal and the world's largest Airport train. The same week DFW was set to go to the New York financial market for the sale, its number one airline tenant American Airlines almost went bankrupt. Ken Capps and DFW Public Affairs guided media and investment analysts through the complicated world of airport finance, and how selling the bonds at that time was actually a GREAT idea, given the record low interest rates. The sale and communication effort was highly successful: the multibillion-dollar bonds had six more buyers than inventory, and interest rates were so low that DFW airlines will save ONE BILLION DOLLARS in interest costs. The bond deal was also added to the United Sates Municipal Bond Index, and is now seen as a bellwether for the aviation industry.

Global PR Campaign

Burson-Marsteller for Introducing the New Color of Money

In 2003, the $20 note received a new look, with added color and new anti-counterfeiting security features.Working closely with the U.S. government, Burson-Marsteller led the global public education and media relations program, using every communications discipline to sustain confidence in U.S. currency, frustrate counterfeiters, and assure a smooth transition to the new notes. To date, more than 52 million pieces of training materials have been ordered to train millions of cash handlers and consumers around the world. In addition, more than 5.7 million visitors have visited the Web site at www.moneyfactory.com/newmoney.

Internal Publication

WellPoint Health Networks Inc. for WellPoint - The Source

With nearly 20,000 associates nationwide, WellPoint must have a multifaceted internal communications program that keeps colleagues informed from coast to coast. One of the primary tools for this critical task is The Source newsletter, which is produced 6 to 8 times a year. The Source has won 20 professional awards in the past 5 years. The Source receives kudos from executives and rank-and-file associates alike for communicating vital news in a lively way while simultaneously reinforcing WellPoint’s mission, vision and values.

Marketing Communications

Ogilvy Public Relations Worldwide for The Heart Truth Campaign

Ogilvy Public Relations Worldwide created The Heart Truth, a national awareness campaign to warn women about their risk of heart disease, on behalf of the National Heart, Lung, and Blood Institute. The centerpiece of the campaign is the Red Dress, which debuted as the national symbol for women and heart disease awareness in a groundbreaking partnership with America's fashion industry in 2003. The Red Dress is a red alert: heart disease doesn't care what you wear, it's the #1 killer of women. In a 2000 survey, only 34% of women spontaneously listed heart disease as women's leading cause of death, a figure that jumped to 46% in 2003--less than one year following The Heart Truth launch.

Media Event

Haberman & Associates and Fitzgerald Brunetti Productions for
The Volvo for Life Awards

From 2003 into early 2004, Volvo Cars of North America redefined corporate citizenship with a multi-faceted media relations program called the Volvo for life Awards that asked people to nominate a local hero they knew who was doing the extraordinary for his or her community. Volvo in turn told the stories of hundreds of these otherwise unsung heroes to the media, in the process generating about 350 million media impressions. Celebrity judges, including Paul Newman and Caroline Kennedy selected the winning heroes, who received cash grants and were honored in Times Square at a gala awards ceremony attended by 300 top media. All told and with the help of Haberman & Associates and Fitzgerald Brunetti Productions, Volvo made almost $1 million in financial contributions in honor of these heroes –– including a new Volvo every three years for life to the top winner. With the Volvo for life Awards, Volvo has found a way to communicate its core brand values of conscience, care and character at an entirely new level, allowing Volvo to connect with individuals in a way that few large corporations could ever achieve – or even attempt.

Media Relations (TIE)

Weber Shandwick Worldwide for "Turning the Lights Back On: Sempra Energy Re-Ignites Its Brand and a Darkened Industry"

In the aftermath of Enron and the ensuing wave of corporate scandals,generating positive media coverage was no easy task. Sempra Energy, at the direction of the Corporate & Executive Positioning Group of Weber Shandwick, set out to transform the black cloud Enron left hovering over the energy sector from a threat into an opportunity. Embarking on a campaign that emphasized strong corporate citizenship, financial transparency, industry innovation, and a sound business model, Sempra soon emerged from the ashes of Enron as a shining example of a company doing it right. A BusinessWeek feature story on Sempra noted how the company "figured out how to prosper while its rivals floundered.” Coinciding with a steady stream of positive press was a rising stock price. From a 52-week low of $17.59 a share before the campaign began, Sempra now trades above $36.

Ogilvy Public Relations Worldwide for The Heart Truth Campaign

Ogilvy Public Relations Worldwide created The Heart Truth, a national awareness campaign to warn women about their risk of heart disease, on behalf of the National Heart, Lung, and Blood Institute. The centerpiece of the campaign is the Red Dress, which debuted as the national symbol for women and heart disease awareness in a groundbreaking partnership with America's fashion industry in 2003. The Red Dress is a red alert: heart disease doesn't care what you wear, it's the #1 killer of women. It reminds women to protect their heart health at every age and inspires them to take action. In a 2000 survey, only 34% of women spontaneously listed heart disease as women's leading cause of death, a figure that jumped to 46% in 2003--less than one year following The Heart Truth launch.

Multicultural Campaign

French/West/Vaughan for Honda Battle of the Bands PR Campaign

For the second time in as many years, the second annual Honda Battle of the Bands Invitational Showcase sold out as 10 of the best Historically Black College and University bands performed in front of more than 60,000 fans at the Georgia Dome. French West Vaughan made sure this was the hottest ticket in town with placements on MTV, Ebony Magazine and Black Voice Quarterly, as well as driving the viral marketing effort with more than 13 million hits over the course of four months. As sponsor of the Honda Battle of the Bands, American Honda Motor Co., Inc. awarded $143,000 in grants to marching bands during the program period.

Best Press Release

Jiffy Lube International for Jiffy Lube:
Degreasing a Masculine Brand

The automotive fast-lube industry’s marketing efforts have not historically been geared to the needs of women, even though this segment comprises more than 65 percent of the industry’s customers. In May 2003, Jiffy Lube launched its Jiffy Lube Women’s Channel Web site with driving and vehicle maintenance information specifically for women. To capitalize on the Mother’s Day timing, Jiffy Lube commissioned a survey – the findings reported in an outstanding press release -- that found nearly one in 300 American mothers and one in 55 Canadian mothers gives birth in a vehicle. Fifteen percent drive themselves to a birthing facility while in labor. Stories referencing the Jiffy Lube brand and citing the survey results generated more than 107 million media impressions, 99 percent of which were in non-automotive publications including USA Weekend, Reader’s Digest, Parenting, BabyTalk, and ePregnancy.

Pro Bono Campaign

Weber Shandwick for Central Park Sesquicentennial

Central Park depends upon the Central Park Conservancy for 85 percent of its annual operating budget. Many park users remained unaware of the scope of the Conservancy's activities on behalf of the park. It was critical to raise awareness of the Conservancy to drive contributions. The Conservancy identified the Park's 150th anniversary as an opportunity to celebrate the Park and create greater awareness of the Conservancy. The Central Park birthday was featured in nearly every publication on their target list, reaching their traditional audience and beyond, and raising new awareness, bringing in volunteers and donations.

Product Launch

Padilla Speer Beardsley Inc. for A Match Made in Heaven, Berry Burst Cheerios Launch

How do you create buzz about a new cereal when you're third to market and cereal sales are soggy? General Mills' answer was Berry Burst Cheerios, the first-ever pairing of fruit and Cheerios. The Berry Burst Cheerios PR program bowled over the competition by touching a romantic nerve with its female target, and dishing it up with '’70s heartthrob David Cassidy. From the Wall Street Journal and USA Today, to CNN and The Today Show, consumer awareness exceeded the program's objectives, delivering 289.4 million impressions. Importantly, Berry Burst Cheerios has become one of the most successful product launches in General Mills' history.

Public Affairs

Stanton Communications, Inc. for Winning Public Support for a Flying Train

JetTrain is the world’s first and only non-electric, high-speed rail technology powered by a jet engine. JetTrain’s manufacturer, Bombardier Transportation, was one of two finalists for a Florida state contract to design, construct and operate the first phase of a high speed rail project in that state. In spite of initial voter approval, high-speed rail had become highly controversial by the time the contract was to be awarded. Bombardier and Stanton Communications took JetTrain to Florida’s proposed rail hubs of Miami, Orlando and Tampa. Each stop included an interactive experience for local citizens, and decision makers and a media program designed to demonstrate the benefits of high speed rail generally and JetTrain specifically. In one week, the campaign generated three times more positive coverage of JetTrain, than in the first three quarters of 2003 combined. Twelve days after the final reception in Miami, the Florida High Speed Rail Authority voted to select Bombardier Transportation as the vendor for the $2 billion high-speed rail project.

Public Service Announcement

Volkswagen of America, Inc./Marx Layne Marketing & Public Relations for Fasten Your Seat Belt…Go Far!

For a second straight year, Volkswagen of America, Inc. and Scholastic Marketing Partners, a division of Scholastic, joined forces to help thwart the number-one killer of American teenagers by encouraging them to buckle up. Fasten Your Seat Belt…Go Far! provides teachers with the necessary lesson plans and materials to teach students about using safety belts through public speaking and writing activities. Using these skills, students are encouraged to participate in a unique national contest that asks students to create TV ads or public service announcements that will convince their fellow teens to buckle up. The most effective ads created by teens are broadcast on national television.

Web Site

Edelman for Lower Manhattan Public Information Campaign

The Lower Manhattan Public Information Campaign provides essential news and information about Lower Manhattan and its recovery. During the turmoil that followed September 11, 2001, re-establishing Lower Manhattan as a safe, viable place to live, work, and visit became imperative. The campaign strives to restore confidence in the community by communicating clear, consistent information from agencies and partner organizations to the diverse constituencies affected by 9/11 through the creation of a well-known news website, www.Lowermanhattan.info, (160 million hits received to date) and newsletter, and the use of advertising, mailings, meetings, and grassroots outreach.