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2003 SILVER TRUMPET AWARDS

COMMUNITY RELATIONS

Challenged to protect market share and position Lowe’s Home Improvement Warehouse as a good corporate citizen, Golin/Harris tied into a goal set by the Indianapolis Mayor and developed a program to beautify nearly 30 parks within one year.

"Be Real" is a social marketing program targeting Illinois’ more than one million 10- 14-year-olds. The goal of the program is to encourage and support drug-free lifestyles by getting the word out that most teens don’t use tobacco, alcohol or other drugs.

The San Jose Group followed up on an effective 2001 PSA program for the Hispanic Christian Churches Association with a program that delivered motivational messages through successful television, print and radio placements in the U.S. and Latin America.

Just as the winds change, so can one community’s opinion. Facing community opposition to build Illinois’ first wind farm, Valerie Denney Communications developed a campaign to educate the community, sway public opinion and improve the company’s relationship with local residents to gain project approval.

INSTITUTIONAL

The Council was founded to promote and drive economic development to the Yangtze River region of China. Edelman arranged meetings, speaking engagements and media briefings to help build profile for the Council and develop relationships with companies looking to invest internationally.

A good name, like good will, is attained by many actions. Educating the staff at 185 hospitals, thousands of families and millions of people – that was the challenge that faced Gift of Hope Organ & Tissue Donor Network in changing its name. A successful transition came after more than a year of research and planning.

With the help of an unprecedented $39 million gift, the Music and Dance Theater Chicago began the final leg in its decade-long journey from dream to reality. Major events and a year-long PR campaign positioned the Theater solidly within the civic and arts community.

A fully funded tactic that mirrors a professional newsroom, News Bureau produces positive stories, and serves as the lead vehicle to clarify the Army’s critical mission and emphasize its key messages.

A multi-faceted campaign designed to ensure that children, parents and educators understand that Healthy Teeth Can Last a Lifetime. The campaign includes direct mail to schools and dentists, educational materials for use in the classroom, media relations, public service announcements and a special event.

To preview the completion of a major road project without actually opening the roadway to vehicles presents quite a challenge. The Wacker is Done 5K Run captured the attention of key constituents and the media.

Based on a study that found home injuries result in 20,000 deaths and 20 million medical visits annually, media, congressional leaders and injury prevention professionals were gathered for an announcement that outlined the Home Safety Council’s action plan to prevent injuries and save lives.

A the zenith of terror attacks against Israel, the Jewish United Fund reinvented the celebration of Israel Independence Day as Israel Solidarity Day with a community rally preceding the Walk With Israel.

Nearly 20,000 people swarmed navy Pier to celebrate the 90^th anniversary of the founding of the Girl Scouts of the USA. The event was planned as part of a rolling celebration that would commemorate the 90^th anniversary at sites across the country.

The Green Bungalow Block involved the purchase and rehab of four bungalows -- as models of environmentally friendly design -- to promote the 80,000 Historic Chicago Bungalows that dominate the working-class neighborhoods across Chicago.

With a new twist on a booming industry, Hip Hop: The Culture, The Sound, The Science attracted a new urban audience when it opened in conjunction with the Museum’s annual Black Creativity Program.

Young and old were mesmerized when a 3,500-square-foot model train exhibit with 34 running trains replaced a 61-year-old Museum icon just before the holidays. As the Museum’s holiday gift to Chicago, the exhibit delighted more than 254,000 guests in just six weeks.

African Festival of the Arts
Phyllis D. Banks
P. Banks Communications, Inc.

Within a seven-week timeframe and a budget of $11,000, P. Banks Communications successfully developed and executed publicity for the 13^th Annual Chicago Tribune African Festival of the Arts.

High school and community college counselors were invited to attend a day of information sessions, campus tours and lunch to highlight the academic innovations and student-oriented focus of Roosevelt University.

Models representing Chicago’s philanthropic community, local business leaders, broadcasters, civic figures and community leaders helped the nation’s oldest and largest charity fashion show raise nearly $500,000 to upgrade the Rush Cancer Center Outpatient Clinic.

When the Breeder’s Cup -- the biggest and most visible event in international horse racing – made the decision to come to Chicago’s Arlington Park, Serafin & Associates created a 10-month public awareness campaign to build excitement for the event.

When more than 130 scientists descended on three natural areas in Calumet, identifying 2,379 different species of plants and animals, they helped to establish the area as a natural treasure deserving of restoration and conservation. Successful promotions and media coverage helped bring awareness to the Field Museum’s science and research and laid the groundwork for future blitzes.

Fanning Service Fanaticism is a multi-pronged employee motivation program designed to get Route Sales Representatives closer to customers and help enhance performance, customer satisfaction and sales.

With contract negotiations between coal mining companies and their unions, Freeman needed an effective means of two-way communication to convey its key messages. "The Mine Reader" company newsletter was designed to accomplish this goal.

As the company grew, so too did its need for more effective communication with managers. Consequently, Follett launched an ongoing communications program designed to remind associates of the important role of values in the success of the company and reward associates who demonstrated these values.

Reinforcing that people are crucial to overall success paved the way for a consistent marketing program that sought to educate and motivate key audiences about ImageWorks and the intranet’s usefulness in image program planning.

Collateral materials, publications and special events were all part of an internal communications plan for this organization’s centennial celebration. The materials reinforced International’s history, innovation and industry leadership.

Through a statewide media campaign and establishment of a Blue-Ribbon committee, Carolyn Grisko & Associates helped maintain the state’s funding of civil legal aid and lay the groundwork for an effort to increase funding – all in the face of a severe budget crisis.

The Illinois Death Penalty Education Project partnered with Hill & Knowlton to assist with government, community and media relations to support its cause. Together with the Center on Wrongful Convictions at the Northwestern School of Law, the group embarked on an ambitious effort to dramatically reform or repeal Illinois’ death penalty system.

ISSUES MANAGEMENT

Quit 2 Win
Kevin B. Tynan, Janet Williams & Liz Zweigle
American Lung Association of Metropolitan Chicago & Cook County Department of Health

Quit 2 Win, an innovative tobacco education and smoking cessation program designed to reach Chicago area teenagers, joined forces with Chicago’s most popular teen radio station WBBM-FM (B96), creating a format and message that resonated with teens.

The "Bust the Barriers" program put the spotlight on the National Breast Cancer Awareness Month campaign attracting more attention than any previous program in its 17-year history.

JULIE created a multi-tiered public safety campaign to educate and promote damage prevention awareness. Some of the successful results included a 60 percent increase in membership, record call volume, and newspaper coverage.

Traditional Community Service Jobs, a revolutionary welfare-to-work program, worked with Kathy Schaeffer and Associates, to showcase the programs impressive outcomes and garner media clips to make the case for full federal funding.

Because of previous violent Trans Atlantic Business Dialogue demonstrations in other cities, the Chicago Police Department developed a media strategy that worked to keep Chicagoans informed, safe and confident through the demonstrations.

An article, which attacked AndroGel®’s safety and efficiency, sparked Edelman to counter the reporter’s inaccurate arguments by distributing correct information on TRT, helping AndroGel retain its category-leading market share.

The Chicago Department of Transportation worked to minimize the impact of the South Lake Shore Drive Reconstruction project while offering solutions by way of a comprehensive community and media relations program.

The campaign to promote Zanfel Poison Ivy Wash included grassroots and national media relations outreach, the creation of press kit materials and NAPS release, ANR, and B-roll.

Cube Public Relations developed a program to help Near East grain side dishes, a Quaker Oats product, drive overall brand awareness and promote repeat purchase from existing consumers.

Faced with the challenge of boosting cheese sales and consumption, while making the most of farmers’ dollars, Edelman used strategic partners and integrated programming to help generate a near media frenzy.

David Grossman & Associates delivered a campaign that focused on reaching potential U.S. visitors through direct mail and providing industry trade publications with relevant information about electronica.

Dome Communications successfully accomplished its campaign goal of using media relations to generate awareness of five new Jel Sert products at the Food Marketing Institute, the nation’s premier food-related trade.

Dome Communications developed an integrated program in conjunction with advertising and promotions that generated consumer excitement for the Reddi-whip brand while positioning Reddi-whip as the "catalyst for fun."

Dome was charged with securing positive trade news coverage surrounding upcoming announcements for Centerpost, a relatively small tech company attempting to grow in economically challenging times.

Dome Communications generated maximum consumer awareness of the launching of Hunt’s Perfect Squeeze Ketchup Bottle, helping make it the first player in the ketchup industry to answer consumers’ frustrations of the typical ketchup bottle.

Squeez ’n Go Portable Pudding Launch
Doug Dome
Dome Communications

Dome Communications developed an integrated, creative public relations plan to help launch Squeez ’n Go Portable Pudding, the first-ever shelf-stable pudding in a fun and convenient tube package.

By creating a media relations campaign highlighting VOX Vodka, Jim Beam Brands’ new ultra-premium vodka brand, Dome Communications established consumer awareness and positioned VOX Vodka and JBB as stylish leaders within the liquor industry.

Dome Communication’s efforts to create and execute a campaign for the new Hershey’s Portable Pudding and Jolly Rancher Portable Gel Snacks secured 73,124,396 media impressions and helped catapult Hershey’s Portable Pudding to number four in the Refrigerated Single Serve Dessert Category at the Food Marketing Institute trade show.

On behalf of WorldCom’s conferencing division, Dome developed and conducted a survey- Meetings In America IV – The New Road Warrior (MIA IV)—to gauge the state of business travel post-September 11.

Dome developed a national campaign to generate media and get consumers eggcited about Egg Beaters: New Garden Vegetable and Southwestern varieties.

Dome Communications successfully responded to Hyatt Hotels Corporation’s challenge to develop a creative and effective national consumer media campaign for its newly re-designed Web site: hyatt.com.

Serta "Count on Comfort"
Doug Dome
Dome Communications

Dome developed and implemented a national brand-building media relations campaign for Serta that focused on how Americans can get a more comfortable night’s sleep.

Putting its new longer-lasting flavor to the test, Juicy Fruit brought the phrase "can’t chew gum and walk at the same time" to life and debunked it by hosting the first-ever "Juicy Fruit Chew & Walk-A-Thon."

Bayer launched the Advantage® Pet Parent Program, a national public education campaign created to help pet owners best care for their furry family members.

Golin/Harris brought about an aggressive and comprehensive public relations program for the 25^th Anniversary of the McDonald’s All American High School Basketball Game for Boys that helped generate an estimated 500-plus million total media impressions.

Golin/Harris came up with a comprehensive plan demonstrating to various audiences that the STRAIT-LINE LASER was a "must-have" for not only DIYers and contractors, but also the average homeowner and interior designer.

With the challenge to revitalize grapefruit’s stodgy, "geriatric" image and make it a brand that appeals to new, younger consumers, Golin/Harris combined buzz marketing at trendy venues with strategic media relations to make grapefruit juice the "must have" beverage of a new generation.

In order to introduce and inevitably help Allstate become a dominant player in the field, Hill & Knowlton leveraged the reputable Allstate brand through an extensive media relations campaign that targeted Allstate’s established customer base – Baby Boomers.

To promote The Science of SuperCroc, an exhibit featuring the skeleton of a giant crocodile among other valuable specimens, an integrated marketing campaign was created that tightly connected advertising, promotions, media relations and an interactive website.

Cascade Plastic Booster Launch
Christina Hynes
Porter Novelli

Porter Novelli developed a public relations strategy to complement Procter & Gamble’s Cascade brand’s advertising and leverage the brand’s homecare website -- HomeMadeSimple.com.

Wrigley Introduces Orbit White Gum
Christina Hynes
Porter Novelli

Porter Novelli designed a campaign to help Wm. Wrigley Jr. Company introduce a new type of whitening chewing gum – Orbit White Gum. The campaign’s "when you look good, you feel good" philosophy exceed its impression goals by 60 percent, with more than 59 million media impressions.

Sears created a successful media relations campaign around the introduction of plasma/LCD televisions in more than 650 stores nationwide. Sears produced a creative, industry-appropriate press kit containing such things as survey results and fact sheets to educate media and consumers.

The Field Museum’s Public Relations Department was faced with the task of making sure Chocolate would remain in the public’s mind long after the Valentine’s Day launch of Chocolate ― An Exhibition to Savor. The campaign resulted in 10 major museums across the country agreeing to lease the exhibition through 2006.

The MWW Group designed and executed a comprehensive marketing and public relations program for Pcynogenol built around the theme that a new Pcynogenol is being introduced with the same science based benefits, and much more. MWW worked closely with four health and nutrition experts using them as industry spokespersons for media interviews, speaking engagements and newspaper articles.

With a budget of $25,000, TuckerKnapp Integrated Marketing helped Dairy Management deliver extreme publicity results by identifying an untapped consumer need. The campaign gained the attention of top new product decision-makers.

The Angel Soft Angels in Action program recognizes children throughout the country who perform exemplary acts of community service. This year’s program awarded $150,000 to young philanthropists and 10 winners met in Los Angeles for a ceremony to receive $5,000 and a one-year supply of Angel Soft bath tissue.

BROCHURES, BOOKLETS OR BOOKS

Carol Fox & associates worked on behalf of Lookingglass Theatre Company to create a subscription brochure for its campaign to build a larger subscriber base for the 2002-2003 inaugural season.

The Children’s Memorial Hospital Neonatology brochure, also known as the Women’s Board Personal Appeal, has helped generate nearly $150,000 for the hospital’s division of neonatology.

In order to re-energize its annual National Moving Month campaign, JSH&A Public Relations and Allied Van Lines created a colorful eight-page brochure, "moving with harmony, the Feng Shui way." Allied received more than 1,600 requests for the brochure and garnered more than 19 million media impressions.

Mostly Music at Northeastern Illinois University partnered with the Chicago Botanic Garden to present a series of six botanically-inspired concerts in conjunction with "In Search of Paradise: Centuries of Great Garden Design."

The 2002-2003 Jewel Box series, presented by Northeastern Illinois University, includes a dazzling array of concerts. The Jewel Box brochure, sent to 10,000 people, has increased subscriptions by 50 percent.

With more than 20 programs and services, The Chicago Lighthouse had to come up with a new and exciting way to reach a multitude of audiences including future program participants, potential donors and the media. The Lighthouse Guidebook, a colorful and attractive brochure, was created to accomplish this goal.

NEWSLETTERS OR MAGAZINES

Building Blocks is the newsletter for the Children’s Memorial Foundation, the philanthropic arm of Children’s Memorial Hospital. The goal of the newsletter is to communicate the need for philanthropy, to offer recognition for donors and to cultivate the interest of current and prospective donors.

LaRabida Children’s Hospital Newsletter, Currents
Kelly Wood and Lisa Jones
LaRabida Children’s Hospital

LaRabida Children’s Hospital’s quarterly newsletter, Currents, is designed to attract new donors, and provide an overall picture of what LaRabida does for potential patients, healthcare providers and contributors, as well as inform those familiar with LaRabida of our its innovative changes.

Lifetime is Northwest Memorial’s flagship marketing publication, reaching 300,000 households quarterly. Lifetime provides healthcare consumers with articles on clinical advances, research and targeted health topics.

CORPORATE AND/OR ANNUAL REPORTS

Forsythe Technology’s annual report is a powerful tool for the company’s sales force and other company "ambassadors" by demonstrating a long-term commitment to providing customer-focused expert IT infrastructure solutions.

In a year when most market indices saw double-digit percentage losses, Peoples Energy delivered results for its shareholders with a total return of more than 7.3 percent – and the company highlighted that achievement in its 2002 annual report.

Completing its first full year in business, Proquest Company (NYSE:PQE) needed an annual report that would both introduce and instill confidence — not just for Wall Street, but also for customers and employees. The report was praised by Wall Street and embraced for marketing use by ProQuest divisions.

NON-PROFIT ANNUAL REPORTS

At Home in the World takes readers from the frozen Antarctic Peninsula to a rain forest in Vietnam; from the streets of Romania to refugee camps nears Iran – all in an effort to help supporters of the University of Illinois understand and appreciate the myriad ways the university accomplishes its mission of education, research and public service.

PUBLIC SERVICE ANNOUNCEMENTS

Sedentary, the 2002 television public service announcement from the American Academy of Orthopedic Surgeons, informs parents of the dangers of a lack of physical activity for their children and encourages them to make a change.

Asked by a nonprofit organization to produce a radio public service announcement on educating men about the symptoms of low testosterone, Edelman Health Chicago delivered. The PSA includes a patient testimonial, encouraged men to speak with their doctors and aired more than 43,000 times on 333 radio stations.

"Be Real," which targets Illinois’ more than 1 million 10- to 14-year-olds, is a social-marketing program with the goal of encouraging and supporting drug-free lifestyles by getting the word out that most teens do not use tobacco, alcohol or other drugs. The campaign’s public service announcements spotlight real Illinois teens showing what they do to stay drug-free.

One hundred and thirty-four radio public service announcements were the result of the recording of 66 mayors at the U.S. Conference of Mayors annual meeting. Using postcards and telephone surveys, New Broadcast Network confirmed 17,852 broadcasts on 159 stations with an audience of more than 30 million.

"Rotary gives people an opportunity to help" was the message conveyed by two television public service announcements developed by Rotary International. Its goal was to increase awareness and understanding of Rotary. In the end, the PSAs garnered 70 million impressions and ranked in the top 10 of Nielsen-tracked PSA campaigns.

VIDEO NEWS RELEASES AND FILMS

The Joint Commission found that nearly 25 percent of all medical error reports are linked with ineffective nurse staffing. As a result, the commission created and distributed a video news release to raise awareness and urge the healthcare industry to address the nursing shortage.

A video news release was designed to give stations a timely news hook, provide excitement about the introduction of Mower Tune-Up Month, and reinforce Brigg & Stratton’s traditional role as the market leader.

A national study revealed that consumers consider fire departments as the most respected authorities on home safety issues, especially carbon monoxide poisoning. An educational video was created to provide information about carbon monoxide to change build a better appreciation for carbon monoxide alarms as an essential home safety device.

FEATURE VIDEOTAPES AND FILMS

To implement its historic Plan for Transformation, a plan to renew deteriorating public housing buildings in Chicago, the Chicago Housing Authority created a television show to communicate information to its most important audiences ― public housing residents and other city residents.

The Illinois Department of Commerce and Community Affairs secured Edelman to oversee public relations for the opening of the new Abraham Lincoln Presidential Library and Museum in Springfield. Edelman created a dynamic 5-minute video featuring U.S. Secretary of State Colin Powell and former U.S. Presidents Gerald Ford and George Bush. The opening event attracted more than 800 VIPs, 120 members of the media and more than 3,000 spectators.

The Jewish United Fund is the fundraising arm of the Jewish Federation of Metropolitan Chicago. Each year, JUF’s annual campaign raises millions to support social welfare services for 300,000 Chicagoans of all walks of life and 2 million Jews throughout the U.S. and Israel. In 2002, a 15-minute video was created to solicit donations and JUF raised an all-time high of $99.4 million.

FEATURE STORIES

To generate support for the state of Israel and raise money for the Jewish United Fund’s Israel Emergency Campaign, JUF sent a correspondent to Israel in March to write a series of articles on the devastating impact that terrorism has had on the people of Israel. The reporter’s personal account of life in Israel became an integral part of this campaign.

Avid Golfer, a leading men’s magazine and the perfect demographic for Jim Beam Brand Co.’s Small Batch Bourbon Collection, featured a holiday issue article that highlighted the Jim Beam collection and the history behind the collection.

WEB SITES

BrimmComm partnered with Paris Community Hospital to reinvent its website in an effort to present the hospital as a progressive institution in the forefront of healthcare. Through a greater use of graphics, a vigorous system and interactivity elements, the new website invites the community to discover all that PCH has to offer.

Design Design was commissioned by the Rosemont Convention Bureau to redesign, produce, implement and manage an improved website that would service meeting/conference planners and visitors.

Since 1980, East-West University has been offering a quality, affordable education to many of Chicago’s disadvantaged students. Thanks to a grant from the U.S. Department of Education, the university was able to revamp its website to help the university achieve its business and administrative goals.

E-scape to the Heritage Corridor Website
Amy Chmura
Heritage Corridor Convention and Visitor’s Bureau

As one of 39 certified Convention and Visitors Bureaus in the state, the Heritage Corridor Convention and Visitor’s Bureau created a website that enabled potential travelers to gather the necessary information to make a trip to the region at. Since the redesign, visits to the website have nearly doubled.

Jonathan Lehrer Communications worked with KOACH to shift its primary means of communication from a printed newsletter and brochures to a website and monthly e-mails. Careful strategic planning, including a website mission statement, helped make the site a success.

MacArthur Justice Center is a nonprofit public interest law firm that relies on its website to provide information on criminal justice issues. Valerie Denney Communications created a new website that included a more professional navigation system and simple downloading to present MJC as a top-notch organization.

PRINTED PRESS KITS

To drive interest and awareness of American-made cow’s milk and cheese, Edelman defined "Cheese Country" as an Epicurean travel destination for fall 2002. More than 68 million impressions have been generated to date, including placements in Gourmet, Reader’s Digest, Food & Wine and Country Living.

In January 2002, ConAgra Foods asked Dome Communications to create and execute a public relations campaign to launch new Hershey’s Portable Pudding and Jolly rancher Portable Gel Snacks. Dome developed a three-tiered media relations plan to launch the products at the Food Market Institute Show to maximize brand exposure.

A well-designed press kit sent to 1,000 consumer and trade contacts – and hand-delivered press kits to key publications – helped Dome Communications successfully launch Squeeze ’n Go Portable Pudding, the first-ever shelf-stable pudding in a fun and convenient tube package.

Hunt’s "Perfect" Press Kit
Doug Dome
Dome Communications

The launch of "Perfect Squeeze," the first, hassle-free, no-mess ketchup packaged in an innovative inverted bottle featuring ergonomic Easy Grip shape set the stage for a press kit mailed to more than 500 key media personnel.

Lowe’s Home Improvement Warehouse’s quarterly theme kits continue to build Lowe’s reputation as the preferred industry source for home improvement and consumer trend-related news. Sent nationwide, the theme kits give journalists insight into the latest home improvement trends and how-to tips.

Top Awards | Gold Trumpets | Silver Trumpets | Duplicate Trumpets