Envoy Newsbreak

Envoy was three for three at this year’s Pinnacle Awards hosted by the American Marketing Association.

Each year, AMA members are asked to submit their best work in any of the following categories: communications, direct response, interactive media, market research, multicultural campaign, new product launch, public relations, promotions or total marketing campaign.

Members of another AMA chapter then judge entries. Evaluation is based on a predetermined point system. The entry with the highest score within each category is awarded the Pinnacle. Awards of merit are given in platinum and gold, as well.

This year, Envoy submitted three award entries, one in each of the following categories: large business – total marketing campaign, large business – interactive media and nonprofit organization – public relations.

Winning top prize, the Pinnacle, was Roberts’ 100th Anniversary total marketing campaign.

In 2006, Envoy Inc. and Roberts Dairy set out to create a year-long integrated marketing campaign to help the dairy celebrate 100 years of history and success in four different markets, including Omaha, Kansas City, Des Moines and Iowa City. This integrated approach utilized broadcast media, interactive communications, including Web and e-mail, online promotional contests, a new packaging design launch, point-of-sale materials, celebratory community events and continuous public relations. As a result, the company experienced an overall increase in product sales, received the award as the No. 1 brand of fresh milk, cottage cheese, sour cream and locally produced orange juice in the annual Omaha’s Favorites contest. They had over 11,000 website visits to robertsdairy.com during the months of May and June when the campaign was at its peak, and over 90,000 page views during the December Holiday recipe contest promotion. Finally, they secured positive media coverage with every major news outlet in Omaha and Kansas City.

Winning a Platinum Award of Merit was Max I. Walker’s e-newsletter interactive campaign – “Max in Your Inbox.”

Max I. Walker knew that its loyal customers enjoyed receiving and redeeming coupons, but the company’s traditional distribution method, direct mail, had limited tracking abilities, a low response rate and high costs. Envoy Inc. suggested utilizing e-newsletters and online promotions to deliver cost-effective customer communications. The first issue of Max I. Walker’s e-newsletter delivered astounding results: 48 percent of the delivered e-newsletters were opened, with 51 percent of those customers actually redeeming their coupons – a 49 percent increase over direct mail! Max I. Walker continues to increase their reach with decreased costs through their interactive media campaign that includes monthly e-newsletters and online promotions.

Also winning the Platinum Award of Merit was the Visiting Nurse Association’s 2006 Flu Shot public relations campaign for a nonprofit organization.

Each year, the Visiting Nurse Association strives to educate the public about the benefits of receiving a flu shot in order to increase the number of vaccinations administered. For their 2006 public relations campaign, Envoy helped the VNA distribute effective news releases and media kits containing oversized syringes to secure over $32,000 worth of media coverage. This publicity allowed the VNA to administer over 15,500 shots at over 400 locations, more than a 10 percent increase from the 2005 flu season.

At Envoy, it is our mission to build client partnerships in order to deliver these effective, results-oriented marketing communications plans. We focus on the integration of advertising, marketing, public relations and interactive communications.