As we continue to highlight winners of the 2012 Construction Marketing STAR Awards, one of the most prestigious categories of the program is the 2012 CONSTRUCTION MARKETER OF THE YEAR, awarded to the top entries in each region.
This year’s winners are: McGraw-Hill Construction for the Eastern region (McGraw-Hill also won 2012 Best-In-Show), Hilti for the Western region, and Bosch for the Midwest region. Judging criteria was based on program description and objectives, strategies and execution, and results measurement. To view a full list of winners view: CMA STAR Awards – 2012 Winners announced. Following is examples from the 2012 Construction Marketer of the Year winners.
McGraw-Hill Construction
McGraw-Hill Construction won a total of 24 STAR Awards and took home the title of Construction Marketer of the Year for the Eastern region. Their work for Sweets granted them 9 of those awards. Awards were won in Print Trade Publication, Print Ad Campaign, Integrated Campaign, Website Design, Internet Marketing Animation (SUPERSTAR & STAR), Online Banners, and Video Animation (SUPERSTAR & STAR).
The objective of the campaign was to increase visits, registrations, and downloads of product information at Sweets.com. The strategy was to develop a preference for Sweets.com by enhancing the experience, increase awareness with advertising, and create sustained engagement with ongoing product information updates.
Results
In March 2011, 3785 users voluntarily registered on Sweets. In March 2012, 5387 user voluntarily registered on Sweets, a 42% increase. The Sweets.com experience was enhanced; one month after the focused campaign began, the overall site satisfaction score, as measured by foresee, raised 14%. In March 2011, the average amount of documents downloaded was 23, in March 2012 the average was 33, a 43% increase.
Hilti
Hilti won a total of 12 STAR Awards and Construction Marketer of the Year for the Western region. Notably, Hilti won a SUPERSTAR Award for Public Service for their Ten for Joplin campaign. Some other awards include: Integrated campaign (SUPERSTAR), Catalog (STAR), Flyers (STAR), Dimensional Mail (SUPERSTAR), and more.
Ten for Joplin was created to help the citizens of Joplin, Missouri move into the rebuilding phase of their recovery after a devastating F-5 tornado ripped through their community. Of the 7,500 homes damaged, some 43% were uninsured. Hilti coordinated and donated many elements to the Ten for Joplin project. They created a Ten for Joplin website, extensive press release/media, brochure, YouTube channel, and photography.
Results
Over 3,000 volunteers from across the world worked alongside the homeowners. The Governor of Missouri issued a challenge that resulted in 35 additional Habitat homes being built. There was a total of $833,000 in cash donations and $340,000 in gifts-in-kind. Due to such an overwhelming response, there was $160,000 in unused funds given to the Joplin Area Habitat. Finally, there was extensive print and broadcast coverage.
Bosch
Bosch won a total of 4 STAR Awards and won Construction Marketer of the Year for the Midwest region. Below is an example of their award-winning entry for Advertising – Print Trade Publication (STAR). Some other awards include: Catalog (SUPERSTAR), Product Package Design (SUPERSTAR), and POP Materials (SUPERSTAR).
The Bosch Bulldog ad introduces this established brand to the market for concrete drilling accessories. The ad demonstrates the toughness and drilling capability in a variety of materials. Rebar and precision holes in lightweight to hard concrete are issues. The unique technology in Bulldog bits allows them to withstand rebar hits at 4x the rate of competitors. Bosch distributed 5,000 samples for contractors to try.
Results
Bosch has seen a 14 percent increase in sales for concrete drill bits. The expectation is that sales will continue or increase. This new offering has allowed Bosch to grow its business thanks to success at The Home Depot.
To view other CMA STAR Award winners see:
CMA STAR Awards – 2012 Winners Announced
CMA STAR Awards – 2012 Best-In-Show
For more information about the STAR Awards visit CMA’s Awards Page.
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