It is two minutes and fifty-three seconds of simple, but remarkably effective storytelling.

A silver-haired man, dressed in a dark sport coat, walks through the streets of Norman, an unpretentious American town in the heart of Oklahoma. As he slowly meanders down the city streets, he recites a poem in his measured, slightly raspy voice.

The first verse describes a frazzled gentleman who, upon visiting a friend, begins to open up about his latest difficulties. If not for its business slant, like worries over “negative cash flow,” it would be easy to confuse the nuanced lines for those of Robert Frost.

Eventually, the friend he’s come to see changes his fortunes. Now, he has systems “designed with vision and purpose” that provide better insight into his operations. He and his wife start doing more travelling, thanks to generous dividend checks.

Watch McMahon's video here.

So it is that McMahon Marketing helped its client, a local business coach, address one of its biggest challenges: a lot of prospects simply don’t know what these coaches do, or why they need one.

“Small business owners feel isolated and stressed and believe others are thriving while they’re failing,” says CEO Korey McMahon, whose U.S.-based agency produced the video ad. 

McMahon says the spot’s success shows that there’s a viable way to address those challenges. “The message is: Others have done it. You can too, and here’s how.”

The resulting work, entitled “The Owner & The Coach,” earned McMahon’s agency a Gold Stevie Award for best Service Sales Video in The 2017 American Business Awards.

A compelling message

A big part of the ad’s appeal is its stripped-down, authentic vibe. It stars the client himself, Martin Holland, who intones a poem he originally wrote while taking his dog for a walk.

In it, Holland, who works for Las Vegas, America-based ActionCOACH, finds a way to demystify his industry, turning the business owner-coach relationship into a uniquely personal interaction.

“The thing about coaching is people don’t know what it is,” Holland told his hometown newspaper, The Norman Transcript. “Or if they do, they have misbegotten ideas about what it is. We were trying to show before and after of the stresses small business owners go through and how their lives change.” 

McMahon saw Holland’s rhyming verse as the perfect way to get his client’s message across. With a budget of just $1,000, he enlisted a local film director, Cooper Williams, to turn it into an ad.

“We created something that we felt like was top quality, that we were really proud of,” McMahon told the newspaper. “We took a shot, not really expecting to win anything because of the nature of the competition and the quality in the Stevie awards. It was very exciting for our team and all of the hard work that they do.”

Making an impact

Already, the video has been having a big effect. Holland says he recently spoke with two business owners in northeast Oklahoma who are perfect examples. The husband saw the need for a coach to help revitalize the company, but his wife was hesitant.

Upon seeing the video, that immediately changed. “She said, ‘I get it now. I’m all in.’”

The spot is also a huge shot in the arm for McMahon Marketing, a five-year-old inbound marketing agency with a staff of just seven full-time employees. Despite their lean budget, they were proud to win the Gold with several multinational firms with billions of dollars in revenue as their competition.

“It’s so important for not only our credibility, but also the talent we recruit,” says McMahon. “I feel we have the most talented team around, and this is just validation that we are creating nationally recognized videos and marketing services,” he said.

Integrating clients’ needs with a targeted solution while developing a mutually beneficial partnership can be a challenge. Meet Trowbridge & Trowbridge, LLC (T&T), a Stevie® Award-winning, women-owned and -managed small business headquartered in the Washington D.C. area. Its innovative IT solutions include cloud computing, cybersecurity and unified communications services to the federal civilian, defense and health markets. The company has empowered cloud computing, information assurance and unified communications. That’s why it won the Gold and Silver Stevie Award for Best Support Staffer and Bronze for Best Support Team in the 2017 American Business Awards.

Center-stage talent

Not just another federal integrator, T&T provides agile, leading-edge technology solutions and support for the DoD and Civilian agencies. Tyrone Bachus is the Senior Director of Communications & Quality of T&T, and he’s excited about the spotlight on them and what it means to them.

“The impact was huge to raise the visibility of our quality initiative, which won two awards, and the extraordinary efforts of our Quality Manager who won the gold and silver, and was certainly part of our bronze award.”

T&T has been a longtime winner in the Stevie Awards—they were one of the first teams to win gold for Support Team with RS Information Systems.

It’s never ‘not interesting’

In the realm of government contracting, it's never a dull moment. With the changes in economy, the president and the focus on new agendas, service quality is more important than ever to keep the company on the right course. Bachus comments on what’s important to focus on.

“Quality is baked into the culture of our company, but with rapid growth comes an increasing influx of new staff, so it's imperative that they become part of our culture of quality as quickly as possible.”

They also make sure to encourage team building with quarterly cooking competitions and happy hours.

“If you see coworkers as people and not employees, you'll treat them with more respect and have a little more fun,” Bachus continues. “We also foster a culture of community enrichment and participate in at least one volunteering event as a group each year.”

Vibrant, dynamic and women-owned

T&T is a great example of a women-owned business providing amazing value in their community. Coming from an EDWOSB and growing through strategic hiring of intellectual capital, Bachus tells of the internal thought process that plays a big role in how they decide what needs to be nurtured and what needs to go.

“An exponential growth trajectory has forced us to focus on our staff and their growth and development. Multiple industry awards for culture, growth and Inc. 5000 placements have kept us in the public eye.”

As they continue to try and increase their expectations, communication is key among their staff. This comes in the form of an employee newsletter, monthly CEO and Values posts on their employee portal and quarterly all-hands meetings.

“We've fought our way through a tough industry to earn our place around the beltway and our name on the building.”

Nonprofit organizations can face challenges when it comes to planning and executing successful communications and community engagement work. But Family League of Baltimore (FLB), an intermediary nonprofit, has uniquely positioned itself to invest in initiatives that provide access to resources and opportunities not readily available to children and families in many city neighborhoods. Their deep collaboration and capacity for building with local leaders, community-based organizations, funders, and other stakeholders have all contributed to their Gold Stevie Award in the Communications Department of The Year category in The 2017 American Business Awards.

Positive Changes that Align with Community Priorities
Each year, FLB makes collaborative efforts, and targeted investments to help open doors to education, health care, and economic opportunity for tens of thousands of children, youths, and families living in Baltimore, MD USA. Amy Bernstein, Director of External Relations at Family League of Baltimore says winning a Gold Stevie has made an immediate impact on their organizations.

“It prompted a meaningful conversation with our CEO and COO about the true strategic role and potential reach of communications as an organizational asset; validated our professionalism; and gave us an opportunity, through Facebook, to link the recognition with our dedication to sharing stories and progress about people and programs in the communities where we invest public resources.”

FLB occupies a unique niche in Baltimore's nonprofit landscape. In large part, as a hub organization that's able to braid together federal, state, city, and private dollars to ensure these funds are invested in programs and services that align with community priorities; direct resources towards the needs of the “whole” child, from prenatal and family health care up through college and career; strengthen the capacity of existing service providers across the City; and advocate for meaningful policy changes to improve lives and build equity.

Vigilante Efforts

Since FLB relies on government funds, a great effort in working closely with elected officials at the state and local levels is necessary for continued success. Bernstein keeps a close eye on their, “value proposition and ability to achieve results that matter to children, families, and their communities.” This requires constant and vigilant efforts to educate and inform leaders on an almost daily basis.

Trends in personal and institutional usage of technology -- Facebook, Twitter, Instagram, Periscope, etc. -- also helps them deploy the right mix of tech to suit. Bernstein believes access to internet services plays a huge role as well.

“Our message and our target demographics depends more and more on online communications, it's increasingly challenging to reach people who do not use the Internet regularly.”

Constantly Learning From Each Other

Bernstein is a big fan of their three-person team aimed at reflecting diversity in terms of age (GenX, Millennial, and Baby Boomer), work experience, and core skill sets. In many workplaces, navigating inter-generational relationships is a source of tension and conflict.

“For us, it is a source of strength; we constantly learn from one another. We approach every communications campaign with clear goals in mind; we listen closely to our internal "customers" as to what is needed”

Staying as creative and integrated as possible is the name of the game. Whether in their graphic design, social media or print and video campaigns, “striving for authenticity in our work--using real images, voices, and testimonials of real people from our local communities, as much as possible is a significant predictor of success.”

Bernstein acknowledges how important experiences in collaborative efforts are when the time comes to sway partnerships to their path. Inexperienced professionals may or may not be ready.

“Our team has over 50 years of combined experience in almost every communications niche--ranging from corporate PR to journalism to executive speechwriting. There is hardly a challenge that comes our way that we have not dealt with before, in some way, which helps us find the best solutions. Together, in less than a year, we have built a versatile, proactive communications shop virtually from scratch.”

Enterprise apps should stop forcing people to think like machines. That’s what Skuid believes and has been working on since they were founded in 2013. They believe apps should behave more like the humans who use them, so everyone can thrive in a digital world. With Skuid’s simple-to-use but incredibly robust tools, anyone can build highly complex, bespoke enterprise apps. More than five million users in 32 countries use Skuid to engage with each other, with data and with new customers in meaningful ways—all without writing a single line of code. That’s why they won a Stevie Award in a New Product of the Year category of The 2017 American Business Awards.

More Human, Less Machine

Skuid helps customers quickly build a user experience and adapt it on their own, without expensive code or engineering resources. Instead of coding a unique solution for every customer, Skuid empowers the customer to customize. Skuid CEO Ken McElrath is a designer and an entrepreneur. Ken's background in design has a significant impact on how Skuid operates.

“Skuid is founded on the belief that software should be more human and less machine—that software should work the way people work instead of forcing people to behave like machines.”

Skuid gives customers the individual components to create the impressive structures of an app, while at the same time making the structure easy to change and to scale.

Consistent Results

Skuid recently commissioned Forrester Research to do a study on the value customers get from using Skuid. The study found that Skuid delivers an ROI of 365%, has a payback period of just one month and has a 73% faster development time than other solutions. Ken says they quickly grew into a platform that would give anyone (not just an IT professional) the power and ability to assemble bespoke apps without writing code.

“Companies are demanding better ways to develop apps and employees are demanding that their enterprise apps be as intuitive and easy to use as the personal apps on their iPhone. Skuid has been successful because we deliver solutions that work. That's why we're working with 10% of the Fortune 100.”

Major Validation

Skuid believes they’ve been successful because they consistently deliver results. These results have attracted attention from Fortune 100 companies to SMBs and non-profits. Skuid has over five million users across 30+ countries and in various verticals. Skuid’s customers are diverse in many ways, but they’re united by a dedication to greatness. When the Stevie Awards caught wind of Skuid, Ken says they also helped validate their hard work.

“A Stevie Award has helped add to Skuid's third-party recognition and validation. Having won such a prestigious award and up against more than 10,000 entries from other organizations is a huge honor. The fact that more than 190 professionals worldwide, including industry analysts, journalists and other industry experts, participated in the judging process is major industry validation.”

They don’t settle for “good enough” in the way they do business, which is why they use Skuid—to create exceptional user experiences that accelerate sales productivity, supercharge customer service and amplify efficiency.

Not Like Anything Else

When it comes to enterprise software, one size doesn’t fit all. No company is exactly like another, and each company needs different systems to support their unique business process. Those with the resources spend millions to try to customize with code, but this slows everything down and creates significant maintenance overhead. Writing code to customize a generic solution is expensive, inflexible and far from optimal. Ken believes Skuid has figured out how to service this intricate challenge.

“Because apps built with Skuid are bespoke—made to order—they align to a user’s business needs perfectly. This means that rather than forcing a user's business processes into an off-the-shelf enterprise software solution, Skuid users can tailor their business apps to unlimited degrees without writing code.”

Because each app is tailored to user needs, Skuid customers have seen massive productivity gains to drive success. Skuid is perfectly positioned to meet this need. 

From identifying the target audience, to planning the event concept and preparing the logistics, Parker Sanpei loves creating promotional events to help companies broadcast their message effectively. They’re a luxury, lifestyle firm focused on public relations, advertising and marketing, celebrating their 10th anniversary this year. They focus their creativity, ingenuity, integrity and energy into positive results for clients. This work ethic led them to win the Silver Stevie Award for Travel and Tourism in The 15th annual American Business Awards.

A Complete 360° Approach

Finding the right audience for product promotions with diverse ideas for each product can be a satisfying challenge. Vanessa Igel is the Account Executive at Parker Sanpei—she leads strategic media relations campaigns across multiple industries, including the food and beverage, travel and lifestyle industries. She’s excited about her team’s win in the Travel and Tourism category for the International Chardonnay Symposium project that was a smash success.

“International Chardonnay Symposium has allowed us the opportunity to re-engage with many local community partners, and this award could possibly allow us approval from the board to host another event of its kind in 2018.”

Parker Sanpei’s expertise in media outreach lead to widespread pre-event coverage of the Symposium and of the Alliance as a whole. The firm measured 28.6 million media impressions in nine months and reception into regional and national publications such as: Examiner.com, The Modesto Bee, The Press Democrat, WineBusiness.com, Wine Enthusiast, Wine Industry Advisor, Food & Beverage magazine, Napa Valley Register, The SOMM Journal, The Tasting Panel magazine and others. As a result of these efforts, the second year Symposium sold out within a month of opening registration.

Meaningful Success

The Parker Sanpei team knows that passion drives performance and it is this knowledge that compels them to seek a partnership with select clients. Vanessa used an example to speak to their strategy to make meaningful connections in their community.

“With the International Chardonnay Symposium: we took a dead, one-day event and turned it into an international, must-attend, three-day event, partnering with the local community for lodging, food, etc.”

For Parker Sanpei, communication is as much about hearing what’s being said as it is about saying something. Whether you’re referring to public relations, marketing, website design or account management, success is only achieved with open dialogue.

10 Years of Shared Success

Parker Sanpei has been advancing the standard of lifestyle, public relations and marketing since 2007. They’re now excited to be celebrating their 10-year anniversary with interactive and educational events. Vanessa details how you can get involved with their upcoming workshops.

“In celebration of our 10-year anniversary, we're giving back to the community with 10 communication workshops in 10 months. Seating is limited, so register early to participate in these interactive and educational events.”

Winners were announced today in the 2017 People’s Choice Stevie® Awards for Favorite Companies, a feature of The International Business Awards, the world’s only international, all-encompassing business awards program which is now in its 14^th year.

The worldwide public vote was conducted this summer, with the highest number of votes deciding the winners in a variety of industries. More than 14,000 votes were cast. All Stevie Award winners in the Company of the Year categories of this year’s International Business Awards were eligible to be included in voting for the People’s Choice Stevie Awards.

The crystal People’s Choice Stevie Awards will be presented to winners at The International Business Awards banquet on Saturday, 21 October at the W Hotel in Barcelona, Spain. Tickets for the event are now on sale. The winners of peer-adjudicated Gold, Silver and Bronze Stevie Awards will be presented with their awards along with the People’s Choice Stevie Awards. Stevie winners were selected from more than 3,900 nominations received from organizations and individuals in more than 60 nations.

The winners of the 2017 People’s Choice Stevie Awards for Favorite Companies are:

• Advertising, Marketing & PR: MWWPR
• Banking: Odeabank
• Computer Services: Datapipe
• Computer Software: Syncron
• Consumer Products/Services: davero dialog GmbH
• Financial Services: Union National Bank
• Health Products/Services: NMC Healthcare
• Insurance: PJ Lhuillier Group of Companies
• Legal: Property Exchange Australia Ltd
• Manufacturing: Australian Innovative Systems (AIS)
• Non-Profit or Government: Dubai South
• Real Estate: Stockdale & Leggo
• Telecommunications: Globe Telecom, Inc.
• Transportation: IETT General Directorate
• Other: PT Petrokimia Gresik

Humble beginnings, staunch discrimination and a massively successful career—that’s the story of Jenny Q. Ta, cofounder of VCNetwork.co. It’s a startup funding network that has been described as a virtual Shark Tank meets eHarmony.

Its database of independent international venture capitalists (VCs) finds startups who have what it takes to succeed. Facilitating such connections, both large and small, entrepreneurs are given the opportunity to submit their business plan through VCNetwork.co for the chance to be considered by one of more than 1,000 VCs. They won the Silver Stevie Award in the 2017American Business Awards for helping deserved entrepreneurs achieve their goals.

Matchmaking Heaven

So how does VCNetwork.co work? Entrepreneurs create a profile on VCNetwork.co, which includes the founder's and team's information, as well as how much funding the startup is seeking. Once they submit a business plan and select the industry they're most closely related to, VCNetwork.co's intelligent system pairs them with the best business match for their funding needs.

Jenny Q. Ta is the cofounder of VCNetwork.co and former founder of two Wall Street broker-dealers and investment banks. She says VCNetwork essentially plays “the role of matchmaker, bringing together aspiring entrepreneurs who need funding and venture capitalists with the means to provide that funding.” Jenny took everything she learned from her experiences and teamed up with Shinta W. Dhanuwardoyo (founder/CEO of Bubu.com) to create VCNetwork.co.

The Price of Progress

As both tech and finances continue to grow dependent on each other, Jenny and Shinta are seeing huge returns and industry transformations as new companies grow and continue to be profitable. Jenny feels she has had to grow a lot in terms of overcoming unfortunate challenges that many women in her industry experience. She recounts the little to no support received whenever she came across repeated discrimination.

“I was told that as a woman it would take me years to advance and become a broker."

She decided to open her own firm, and promised colleagues better pay if they worked for her instead. It worked—Jenny launched Vantage Investments in 1998 at age 27 with 30 brokers.

Recognition

Both Jenny and Shinta have been recognized for their work in huge ways. Jenny mentions their 2016 win for the Women In Business Award from the Los Angeles Business Journal, and this year they're expected to win in a similar category from the OC Business Journal. She comments on why it’s important to be recognized for their hard work:

“Recognition demonstrates our dedication to quality and innovation in the internet, new media and financial services industries.”

When you’re trying to bridge a gap to dissolve barriers traditional funding models place between VCs and entrepreneurs, if done right, chances are entrepreneurs and companies can avoid common pitfalls of venture funding. Investment banks are always looking for ways to venture into the investment arena due to lucrative fees they stand to collect from investors. These difficult bargaining tactics used by today's investment banks are what VC Network is looking to change, and they’re making a name for themselves wherever missed opportunities need better solutions.

Today’s enterprises are more spread out than ever, often consisting of multiple office buildings spread across the United States—and even the globe.

The challenge: finding a way to make those facilities and the people who work there more efficient. That’s exactly what iOFFICE Corporation, a fast-growing software-as-a-service provider, is doing for some 1,400 corporate clients.

The iOFFICE platform allows facility managers and executives to, for example, visualize floor plans and analyze space usage across all their properties. They can use available data to plan for future usage of those spaces in the most cost-effective way possible.

With a separate module, users can pull data from a building’s HVAC, lighting and refrigeration systems to monitor and curb energy use at the site.

But it’s not just the building that iOFFICE is trying to make more efficient. The firm also offers applications designed to streamline the work that employees perform. One of those offerings is a project management tool that enables improved collaboration throughout the enterprise.

Growing client list

The Houston-based firm has been able to expand its offerings through a series of partnerships with other specialized SaaS (Software as a Service) providers. This “Marketplace,” as iOFFICE refers to this network, includes technology companies that offer expertise in areas like space utilization, energy management and occupancy planning.

iOFFICE provides the user-friendly, mobile-ready backbone that helps users seamlessly search workspace and project data, as well as plan for future needs. The company calls their network “the first app ecosystem for the 21^st-century workplace.”

Corporations in a variety of industries are latching onto the idea. The company’s clients now include the likes of Adobe, Sephora and Under Armour—all trying to build efficiencies into their work environment.

“iOFFICE works hard to ensure that its clients have the technology to support their employees,” the company’s outside spokeswoman, Bethany Morris, says.

Currently, about 2.4 million users around the globe rely on iOFFICE software to gain visibility into their operations.

The business had much humbler roots when Don Traweek and Elizabeth Dukes, both former executives with Pitney Bowes Management Services, founded the business in 2002. But over the past several years, the company has gone through a period of remarkable growth, emerging as one of the leaders in the integrated workplace management system, or IWMS, sector. 

What was once a staff of just two employees has exploded to 49 and counting. Traweek continues to serve as the company’s president and CEO while Dukes holds the title of executive vice president, helping to drive the firm’s sales and marketing strategies.

An evolving workplace

iOFFICE’s solutions are particularly suited for today’s changing corporate environment, where so-called “activity-based working” is becoming more the norm. More and more, employees have the freedom to perform tasks in the type of space that best suits their needs— that could be at their desk, in a meeting room or even in a designated quiet space.

Enterprises see this as a way to increase collaboration and innovation within the organization. By moving away from a static, closed-in environment, they believe it also increases employee satisfaction and helps with retention.

The organization recently released Hummingbird, a software solution that according to a company statement, offers employees “an elegant and user-friendly way to add critical activity-based work functions to find, request, use and reserve the spaces, information, people and events they need every day.”

In The 2017American Business Awards, the company was rewarded for its innovative approach to workspace needs by securing a Bronze Stevie Award for “Most Innovative Tech Company of the Year” in the under-100-employees segment.

For a company that’s followed the Stevie Awards for several years, Morris says the designation was a major shot in the arm for the entire staff. “Since winning the Stevie Award, iOFFICE and its employees have enjoyed a boost in morale,” she says.

We all benefit when a child succeeds in school, when someone finds a job that will help them provide for their family or when more people are able to access quality, affordable healthcare. United Way Worldwide fights for the health, education and financial stability of every person in every community.

United Way is the world’s largest privately-funded nonprofit, supported by 2.8 million volunteers, 9.8 million donors worldwide and more than $4.7 billion raised every year. So it’s no surprise they received the Gold Stevie Award for Best Annual Report and for “New Product of the Year, Education, K-12 Course or Learning Management Solution” in The 2017 American Business Awards.

Anyone Can Help Everyone

Providing a platform to make a bigger, deeper difference is what Southerlyn Worsham, Director of Public Relations at United Way Worldwide, says is a top priority when getting involved with United Way Worldwide.

“We’re engaged in nearly 1,800 communities across more than 40 countries and territories worldwide to create sustainable solutions to the challenges facing our communities.”

United Way partners include global, national and local businesses, nonprofits, government, civic and faith-based organizations, along with educators, labor leaders, health providers, senior citizens, students and more.

The Importance of Celebrating Lasting Change

It’s hard to quantify the value of helping people around the world, especially at United Way’s scale. But lives being changed for the better can be acknowledged and celebrated with awards that represent the hard work people do day in and day out. Southerlyn enjoys sharing these stories as testaments to the difference that communities can make when we come together to create lasting change.

“Our team is awed by the awards and the double victory. Our entire office is so proud of the two awards and have been congratulating each other. It has been amazing for morale and pride. These victories have reignited our passion to fight for the health, education and financial stability of every person in every community.”

The Gold Stevie Award in The 2017 American Business Awards for Best Annual Report was given to United Way Worldwide for their multi-media annual report about their efforts and results, including 1,800 locations, 40 countries, six continents, served by 2.8 million volunteers and 9.8 million donors. The annual report details individual efforts, collective results and large-scale impact in childhood success, youth success, financial stability and access to healthcare.

The Versatility of Giving

Giving money to fuel community solutions, volunteering your time or lending your voice to a cause that matters to you are just some of the ways people can get involved. United Way also allows people to gift stock with stock transfer instructions provided.

In keeping with the times of constant innovations for sending money, you can now even donate using Bitcoin, by giving to the United Way Worldwide’s Innovation Fund. The Innovation Fund drives the development of new technology and new strategies to expand their reach and impact in communities around the world. Also, every year, millions of employees around the world launch campaigns to support local United Way solutions that improve education, financial stability and healthcare.

A meat lovers pizza with absolutely no calories? If it sounds just a little too good to be true, it is.

But that’s how the Stevie-winning nationwide chain Villa Restaurant Group playfully marketed its new product topped with pepperoni, sausage, ham and bacon, labeling it the “#AlternateFacts” pizza.

The name, of course, is a direct reference to the phrase famously dropped by Trump advisor Kellyanne Conway during an interview on NBC’s Meet the Press. At the time, Conway was defending suggestions about the size of President Trump’s inauguration crowd.

Villa’s humorous take on the episode became a runaway success, garnering 85 news stories and raking in more than 230 million media impressions.

Offbeat Ideas that Work

Behind the restaurant’s cheeky campaign was BML Public Relations, a young New Jersey firm known for pulling out-of-the-box ideas to garner attention for clients.

It’s a company that once concocted the “The World’s Largest Mug of Hot Chocolate” in New York to draw awareness for the American Dairy Association and Dairy Council.

And when a competing fast food chain grabbed headlines by telling social media that a “hamburglar” was on the loose, it helped Wayback Burgers steal headlines by offering the villain a reward for giving himself up.

What made the #AlternateFacts campaign particularly novel was the client’s willingness to plug into one of the most highly-charged political climates in decades. That’s something a lot of companies have been hesitant to do, fearing blowback from their ideologically-diverse customers.

There are exceptions, but they’re relatively few and far between. For example, when ice cream maker Dippin’ Dots drew a number of slights from Press Secretary Sean Spicer’s on Twitter, the company offered to host an ice cream social at the White House.

BML’s CEO, Brian Lowe, believes the current environment provides a great publicity opportunity for corporate America, as long as they take a thoughtful approach.

“I think it is important for brands to be involved in conversations related to social and political issues, even if they are not taking a hard stance,” Lowe told NJBIZ, a New Jersey business publication. “There are a lot of eyeballs on the issues and, as marketers, our job is to put the brand in front of as many eyeballs as possible while being as careful as possible not to polarize our customer base.”

The marketing effort resulted in BML earning a Silver Stevie® Award for Communications or PR Campaign of the Year - Social Media Focused, which they received at the June 20 American Business Awards ceremony in New York City.

Plugging Into the Headlines

It’s no accident that one of the company’s most successful ideas came from the world of politics. Each day, Lowe and his mostly female team meet to talk about the stories that are grabbing headlines locally and around the country.

Then, they brainstorm how their clients can leverage those stories to grab some of the media spotlight for themselves. The firm tries to generate input from as many staffers as possible until they land on the most promising concept.

“The idea must be able to go around the room without making anyone feel like they are not on the same page,” Lowe told NJBIZ. “Then, when we have an idea that is strong, that we know will generate brand awareness and help our client develop core connections with its consumer, sometimes we have to go in and fight for the idea.”

The strategy is one that worked especially well for Villa Restaurant Group, which was able to ride a tidal wave of publicity because of its tongue-in-cheek product offering.

It was just as big a win for BML, which got plenty of attention of its own out of the campaign, not to mention the Stevie Award, its first major accolade as a company.

The 2018 American Business Awards will open for entries in October. Request the entry kit now and it will be emailed to you when it's availble.