 2005 SILVER TRUMPET AWARDS
Community Relations
Comcast Cares Day
Corporate Communications
Comcast Greater Chicago Region
More than 2,000 local Comcast employees and friends volunteered to improve 10
sites throughout the region as part of the 2nd Annual Comcast Cares
Day.
Be Well Informed At Your Library
Fleishman-Hillard Inc. and Walgreen’s
Fleishman-Hillard partnered Walgreen’s and the American Library Association
to create a health literacy campaign, providing trusted, personal information
from neighborhood pharmacists at community libraries.
Hewitt Career Center
Community Relations
Hewitt Associates
In a new community relations initiative, Hewitt Associates opened a career
center at Waukegan High School, dedicated to helping students enter and compete
in tomorrow’s workforce.
Latino Outreach Program
Illinois Poison Center
The Illinois Poison Center launched an education and outreach program
designed to better address the needs of the Latino community in Illinois.
New Faces for Helpful Places
Ace Hardware and L.C. Williams and Associates
Ace Hardware gave "new faces" to eight community "helpful places" to
literally and symbolically contribute back to the neighborhoods that have made
Ace stores successful for eight decades.
Whirlpool and Habitat for Humanity
Zeno Group
Through sponsoring the Reba McEntire – Habitat for Humanity summer concert
series, Whirlpool strengthened its partnership with Habitat and engaged
communities to get involved.
Institutional communications
Hewitt/Exult: A Winning Combination
Corporate Communications Team
Hewitt Associates
Our team led an integrated communications initiative that helped Hewitt, a
global HR services firm, gain positive reception and support for its largest
deal to date.
Interface Software Gets Social
Ruder Finn Inc.
Ruder Finn tapped into the social networking craze to reintroduce Interface
Software as an innovative, intelligent customer relationship management software
provider.
Special Events & Observances
See D.O.s on TV Shows
American Osteopathic Association
As part of National Osteopathic Medicine Month 2004, television shows were
urged through a letter-writing campaign to incorporate osteopathic physicians
into their scripts.
Regenstein Wolf Woods Opening
Sondra Katzen and Jill Allread
Brookfield Zoo and Public Communications Inc.
A PR plan was created and implemented to generate awareness and communicate
messages about Brookfield Zoo’s Regenstein Wolf Woods to media and the general
public.
McDonald’s 25 Years of Happiness, Happy Birthday Happy Meal Celebration
Laura Dihel
JSH&A Public Relations & McDonald’s Corporation
A campaign to mark Happy Meal’s 25th Anniversary in 2004 generated
more than 445 million media impressions.
VOX Vodka Cocktail Couture
Nicole Ertas
Jim Beam Brands Co.
Jim Beam Brand Co. linked its ultra-premium VOX Vodka brand to famed U.K.
mixologist and author of "The Art of the Cocktail," Ben Reed. Reed timed the
U.S. launch of his book with the VOX campaign to build momentum and stimulate
additional interest in the cocktail garnishing trend.
A Blooming Celebration
Agnes Stempniak
Oak Park Regional Housing Center
This anniversary reception recognized 32 years in fair housing. "What’s
Blooming on Harrison: A Renaissance" was a collaborative effort to highlight the
viability of how community partnerships can work.
U-505 – Preserving a National Landmark
Museum of Science and Industry and Public Communications Inc.
Strategic planning forged public and media support that demonstrated the
Museum’s commitment to preserving history and educating the public with The
U-505 Experience.
AMA’s Annual Science Reporters Conference
Science News Department
American Medical Association
The American Medical Association hosted the 23rd annual conference
to advance its mission of providing quality medical and scientific information
to the public.
Internal Communications
Quest Diagnostics: Creating Employee Ambassadors
Insidedge and Quest Diagnostics
Quest Diagnostics
Quest Diagnostics and GolinHarris developed a comprehensive program to
convert 37,000 employees into "brand ambassadors" who could speak positively
about the company, its impact on healthcare, and their own important role.
Employee Annual Meeting Materials
Department of Communications
Northwestern Memorial Hospital
The Employee Annual Meetings are one of Northwestern Memorial
Hospital’s most important internal events, providing insight into
accomplishments of the past year and a view to the next.
2004 Marketing Highlights
Sonenschein Nath & Rosenthal LLP
An attention-getting, persuasive and quick means by which to demonstrate to
their 750 lawyers and other business professionals how marketing contributes to
both individual and collective prosperity.
GOVERNMENT AFFAIRS
The Illinois Chamber Delivers
Laura A. Schmidt
Kathy Schaeffer and Associates Inc.
A once moribund Illinois Chamber cemented itself as the unifying voice of
Illinois business. KSA’s role? Keeping the spotlight on the commanding
organization.
Saving Illinois Parks & Wildlife
Jill Allread and Lynn McClure
PCI and McClure Communications
When the state eliminated $34 million earmarked to protect Illinois’ nature
preserves and parks, a coalition formed to launch a campaign designed to
mobilize citizens and restore the funding.
ISSUES MANAGEMENT
Breast Health Awareness Project
Kelly Wood
Little Company of Mary Hospital and Health Care Centers
Little Company of Mary strives to raise awareness about the importance of
proactive health care as it relates to breast cancer detection.
Improving Lives With Joint Replacement
Vicky Lekovish
Prairie Oak Communications
The communications challenge was to increase awareness – internally and
externally – about a new documentary on joint replacement surgery that would air
on public television in various markets.
CAN TV Funding Advocacy Campaign
Chicago Access Network Television
A public relations campaign to inform the public about CAN TV’s funding
crisis resulting from RCN’s defaults on cable access fees and subsequent failure
of the city’s cable access funding policy structure.
No More Butts Campaign
Witherspoon Marketing Group Inc.
This campaign used creative anti-tobacco messages and media, along with
"street-level" outreach to inform young, African American Chicagoans and others
of the health hazards they face.
CRISIS PUBLIC RELATIONS
U.S. Beef: Protecting Consumer Confidence
Burson-Marsteller and National Cattlemen’s Beef Association
With the announcement of the first U.S. case of mad cow disease, the beef
industry response plan was activated, reassuring consumers that U.S. beef
remained safe.
Marketing
New Reality in Consumer Electronics
XaviX and CKPR
CKPR launched XaviX, a home entertainment system, in a market dominated by
monster budgets and big players and generated more than 95 million impressions
and 800 articles for the breakthrough product.
National Top-Down Days
Clear!Blue
National Top-Down Days was created to kick off the long-awaited summer season
and celebrate the sexy and stylish warm-weather accessory, the convertible.
Launching Therma-Tru’s Mahogany Collection
Clear!Blue
Therma-Tru established itself as the premier fiberglass entry door brand
among consumers through innovative, multi-dimensional and highly effective media
outreach campaigns.
Upgrade Puts Viewers In Control
Corporate Communications
Comcast Greater Chicago Region
Comcast built awareness of the exciting products and services now available
to area customers with the November 2004 completion of its $350 million
infrastructure upgrade.
Money Does Grow on Trees!
Dome HK
In December 2003, Dome HK designed a program aimed at Chicagoans to enhance
Bank One’s market visibility as competitors increased local marketing efforts.
Locking Up Press for LockBox
Glynis Gibson
Gibson Communications Inc.
Despite numerous challenges, Gibson Communications generated an abundance of
high-profile press coverage for LockBox, an external hard drive that uses a
fingerprint sensor to control users’ access.
Revitalizing Florida Grapefruit
GolinHarris
"Revitalizing Florida Grapefruit" effectively used a unique and integrated
approach, breaking through diet news clutter to offer consumers a compelling
reason to consume more grapefruit.
Todd Oldham by La-Z-Boy Launch
Shannon Quinn
L.C. Williams & Associates
Todd Oldham by La-Z-Boy created excitement among media and consumers, with
more than 760 million media impressions and sales of 20.5 % above goal.
Eureka Spring Cleaning Solutions
L.C. Williams & Associates
The Eureka "Spring Cleaning Solutions" campaign reached more than 175 million
consumers in six weeks through direct-to-consumer and print and broadcast media
outreach.
Electrolux Gives Moms Peace & Quiet
L.C. Williams & Associates
This effort informed more than 50 million consumers that the Electrolux
Harmony is a "must-have" for moms by employing a celebrity seeding campaign.
Electrolux Trilobite
Andrea Wasiak
L.C. Williams & Associates
Nearly 175 million consumers discovered Electrolux’s high-end Trilobite
through an educational direct-to-consumer and media relations campaign.
Northwestern Memorial Hospital Employee Recruitment Materials
Department of Communications
Northwestern Memorial Hospital
Employee recruitment is supported through the development of new
marketing/communication materials that highlight the many attributes of the
Northwestern Memorial organization for prospective job candidates.
The New Northwestern Cardiovascular Institute
Department of Communications
Northwestern Memorial Hospital
Marketing/communication materials developed for the new Northwestern
Cardiovascular Institute created awareness about the new effort and contributed
to increased procedures and benefactor support.
A Taste of Black History
Jewel-Osco & Coca-Cola
R.J. Dale Advertising & PR
This integrated marketing communications program celebrated Black History
Month and promoted Jewel-Osco’s African American vendors and vendor products.
Polishing Chicago’s New Shining Jewel
Ruder Finn Inc.
Ruder Finn reversed the tide of negative press on Millennium Park,
positioning it positively as an unprecedented achievement and a major
international destination.
Redberri Launch Reaps 100 Leads
Brunswick WDI
Tech Image Ltd.
Brunswick WDI hired Tech Image to develop and orchestrate a product launch
event for their new market entrant, Redberri. The Redberri launch in July 2004
secured 100 qualified sales leads and delivered ROI of 125 percent.
El Cerdo es Bueno
George L. San Jose
The San Jose Group
The National Pork Board PR campaign improved perceptions of pork and
increased pork consumption among Hispanic consumers while increasing media
value, gross impressions, awareness and weekly purchases.
Thermos "Taking America To Lunch"
Thermos Team
Wheatley & Timmons
The campaign focused on parents’ nostalgia for childhood lunch boxes while
highlighting the "cool for school" factor of new products for kids today.
Rejuvenating the Evenflo Snugli Brand
Zeno Group
Zeno overhauled Evenflo’s antiquated Snugli brand by partnering with a
well-known fashion designer to create a product that reinvented the brand as hip
and cool.
INTERNATIONAL PUBLIC RELATIONS
McDonald’s Yearlong Olympic Salute
Burson-Marsteller
Throughout 2004, McDonald’s salute to the Olympic ideals showcased the
company’s dedication to teamwork, passion and excellence through multi-tiered
events, programs and employee outreach efforts worldwide.
Brochures, Booklets or Books
Center for Jewish Philanthropy
Linda S. Haase
Jewish Federation of Metropolitan Chicago
In 2004, the Center for Jewish Philanthropy signature brochure helped boost
the number of new supporting foundations and philanthropic funds by 11 percent
and 7 percent, respectively.
The Collateral That Keeps On Giving
McDowell & Piasecki Food Communications Inc.
A brochure series about healthy eating becomes collateral that "keeps on
giving" by building relationships for a national manufacturer of ice cream and
frozen novelties.
Recognition Societies of Northwestern Memorial
Department of Communications
Northwestern Memorial Hospital
A special brochure introduced Northwestern Memorial Hospital to potential
donors and explained how philanthropy makes a difference.
CPS Choice High School Directory
Erica Ringewald & Kate Franco
Valerie Denney Communications
Valerie Denney Communications worked with the Chicago Public Schools to
create its first comprehensive consumer guide to help families better navigate
and understand their options within the public school system.
Newsletters or Magazines
PULSE Newsletter
PR Department
Gottlieb Memorial Hospital
Gottlieb’s primary marketing vehicle helped differentiate the hospital by
emphasizing its strengths.
Practice Advantage
Marketing Services
Northwestern Memorial Hospital
Northwestern Memorial Hospital, a premier academic medical center, provides
advanced clinical information to community physicians via the Physicians
Practice magazine, a bi-monthly practice management publication.
The Source For Women
Department of Communications
Northwestern Memorial Hospital
Northwestern Memorial Hospital’s new health information magazine, "The Source
for Women," is the first of its kind produced for women in the Chicago area.
Connections
Department of Communications
Northwestern Memorial Hospital
Northwestern Memorial Hospital’s key internal publication informs employees
about organizational priorities, award, events and fundraising efforts.
Healthy Transitions
Department of Communications & Marketing
Northwestern Memorial Hospital
This publication is Northwestern Memorial Hospital’s primary communications
vehicle to the age-55-and-older audience.
Look at Us
Elise Wachspress, Alan Fethiere and Jim Cockerill
Shriners Hospitals for Children, Chicago
An inexpensive but elegant publication developed to highlight Shriners
Hospitals’ newly renovated and expanded facilities.
Corporate and/or Annual Reports
CNH: Power
CNH Global & Edelman
With Edelman, CNH developed an annual report strategy that introduced themes
to mirror the company’s journey toward financial profitability, including
"Power."
Standing the Test of Time, But Not Standing Still
Elizabeth Castro
Peoples Energy
The company’s 2004 annual report sought to showcase the firm as a stable
investment for long-term investors.
Non-Profit Annual Reports
Making Connections
Creative Brand Marketing
American Medical Association
The American Medical Association’s 2003 annual report delivered a
straightforward yet heartfelt message about connections with patients, doctors
and the community.
Merit School of Music 2004 Annual Report
Birkdesign Inc.
Merit School of Music
Merit’s goals are to help young people achieve their full musical potential,
to remove economic barriers and to stimulate personal and educational growth
through music.
2003 Annual Report
External Affairs
Chicago Botanic Garden
The publication celebrates the Chicago Botanic Garden’s leadership in
protecting plants, in a nation whose flora is the fourth most endangered in the
world.
2004 Annual Report
Linda S. Haase
Jewish Federation of Metropolitan Chicago
The report focusing on how Federation-funded initiatives are nourishing life
for the next generation led to inquiries from several potential funders.
Making a Splash
La Rabida Children’s Hospital
A creative, child-friendly piece that highlights the services this
organization provides and the children it serves.
TMA Annual Report
Cecilia Green
Turnaround Management Association
Historical highlights document the development of the corporate renewal
industry through "15 Years of Leading the Way: Rebuilding Corporate Value
Worldwide."
One University for Illinois
Office for University Relations
University of Illinois
The 2004 annual report honors retiring President James Stukel by highlighting
accomplishments on the three campuses under his direction.
VIDEO NEWS RELEASES AND FILMS
EWU – 25 Years of Excellence and Service
Ken Gaines & Lawrence Williams
East-West University
Created by faculty, students and administrators, this short film chronicling
the history and future plans of the University enhances the school’s visibility
and donor appeal.
Feature Videotapes and Films
Connecting Our Employees to the Needs of People With Disabilities
AirTran Airways & CKPR
AirTran Airways developed its own training video to instruct crew members how
to properly address customers with disabilities.
Hour to Hour
Public and Media Relations
Northwestern Memorial Hospital
Northwestern Memorial Hospital produced a 30-minute show that aired on NBC-5
and gave viewers an extraordinary behind-the-scenes look at the hospital.
Feature Stories
Speak No Evil?
Leslie Alter
American Medical Association
The American Medical Association’s January/February 2004 issue of AMA Voice
educated members on many issues, including physicians not reporting the errors
of fellow physicians.
Five Messages
Kathryn Jandeska
Aon Consulting Inc.
This article identified five critical messages that organizations must convey
to their employees in order to be successful.
The Employee Effect
Relational LLC
Tech Image Ltd.
The byline article, "The Employee Effect: Putting Your Most Unpredictable BC
Factor First," uses an expert campaign to build credibility within a target
market and expand brand awareness.
Web Sites
Barilla America Web Site
Prita Wadhwani
Barilla America
The site helped the company connect with American customers in meaningful
ways, resulting in 40 percent of users viewing more than 10 pages per visit.
Tween Website
Communications Department
Jewish United Fund
This site reached 1 in 4 members of the target audience in its inaugural
year, connecting kids with their identity, community and Jewish philanthropy.
National Clean Out Your Refrigerator Week
Zeno Group
By visiting the website, consumers received tips on organizing their
refrigerator and could enter the "Nation’s Fullest Fridge Contest."
ELECTRONIC PRESS KITS
Anchors Away! EPK
Manning Productions Inc.
Anchors Away! EPK promotes the relocation of the Museum of Science and
Industry’s famous U-505 exhibit to a new underground exhibit hall.
PRINTED PRESS KITS
Teen Filmmaking Finds National Audience
Cushman/Amberg Communications
Wrigley’s Winterfresh brand created the Fresh Films series, a premiere
showcase of teen filmmakers from across the nation, to build brand loyalty among
this age group.
CAN You Tell What’s Missing?
Dome HK
Dome HK, challenged by dwindling interest in the low-carb trend, designed a
press kit inviting reporters to find the missing ingredient in Progresso Carb
Monitor.
National Clean Out Your Refrigerator Week
Zeno Group
National Clean Out Your Refrigerator Week alleviated America’s profound
fridge frustration. Sponsored by Whirlpool and Glad, consumers received tips on
cleaning and organizing their refrigerators.
Read about Mort
Kaplan, Lifetime Achievement winner...
|
