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Full-service marketing agency CAWOOD launched their award-winning web site for Eugene Pediatric Associates in December 2009.  The goal in creating http://www.EugenePeds.com was to provide easy access to comprehensive pediatric advice and information 24 hours a day.
 
The site allows parents to read about a variety of topics, watch videos, access vaccine records, plan their child’s office visit, and send messages to their pediatrician or nurse through a secure system, day or night. By providing this online service, the doctor’s office receives fewer phone calls and is able to better serve patients and their families.

Written almost entirely by Dr. Pilar Bradshaw, content and videos are delivered in the same sincere, knowledgeable, heartfelt voice parents know and trust. Jeneca Jones of CAWOOD was a collaborative editor.

The web site is only one part of the media mix for Eugene Pediatrics. The CAWOOD philosophy is that the media mix should create a synergy that compliments each medium and targets the key audience.  Following are four elements used in marketing the practice:

- Web Site as Teaching Tool
The Eugene Pediatrics’ website serves as both an introduction to the practice and a teaching tool for physicians to use when they talk with parents:

- Traditional Media
In Eugene Pediatrics’ case, good, old-fashioned newspaper advertising is being used to help introduce new physicians and generates prospective patient calls;

- Local Television
Eugene Pediatrics physicians offer parents regular health tips on a local television station;

- Arena Advertising
The practice is promoted on an animated electronic sign in Matthew Knight Arena, where the University of Oregon plays basketball and where big-ticket entertainers such as Elton John perform.

“Customizing media to appeal to the demographics and psychographics of the desired audience is essential to any marketing program,” explained CAWOOD’s Jeneca Jones.

Want to be recognized for your marketing achievements as CAWOOD was?  Get our free tipsheet, 10 Tips for Winning Marketing Awards in the 2011 Stevies.

About Jeneca Jones
CAWOOD Account Executive Jeneca ones is an expert communicator with a passion for words, Jones creates original and creative copy for print advertisements, press releases, web sites, and more. A salesperson for ten years and newspaper editor for five, Jeneca knows how to listen and is always looking for ways to make emotional connections through her writing.  Her experience working with a broad spectrum of people from various social, cultural, and economic backgrounds helps CAWOOD’s clients span any divides. She provides real-world answers and big-picture perspectives tailored to meet individual needs.

About Dr. Pilar Bradshaw
Dr. Pilar Bradshaw is a board certified pediatrician and Fellow of the American Academy of Pediatrics. She began her medical practice in Eugene in 1999.
Bradshaw practices the full spectrum of pediatric medicine and sees patients from birth to young adulthood. Her special interests include the treatment of asthma, medically fragile children, and adolescent eating disorders.

About CAWOOD
Founded 30 years ago by President Liz Cawood, CAWOOD is a full-service marketing agency, which evolved from a public relations firm to a one-stop shop providing the marketing services its clients needed.  The award-winning firm specializes in branding, research, planning, Web, video, marketing, advertising, public relations and consulting.

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Brickfish is a performance-based Cost Per Engagement® (CPE®) social-media solution that has generated over 300 million consumer engagements and conversations for advertising agencies and Fortune 1000 marketing leaders like Microsoft, Estee Lauder, QVC, Dell, and Neiman Marcus. As Cofounder and CEO, Nichole Goodyear is driving unprecedented growth (up 368% since 2006).

Nichole’s achievements over the past year were recognized at the 2010 Stevie Awards for Women in Business. Brickfish took top honors in two categories: Nichole was named Best Entrepreneur (Services Business-Advertising, Marketing, and Public Relations); and Brickfish was named Technology Innovator of the Year.  Brickfish was also a Finalist for Most Innovative Company of the year (Advertising, Marketing, and Public Relations).

“It’s an honor to win these innovation awards and women in business awards,” said Nichole. “These awards validate our industry thought leadership. It’s a great nod to technology innovation for the Brickfish team. We’ve built our reputation delivering measurable social-media results for the top brands and agencies in the world.”

Under Nichole’s leadership, Brickfish has also been awarded the Red Herring Global 100 Award and an OMMA Award for Best Viral Campaign. The San Diego-based company is VC-backed (of note, since less than 5% of all women-owned businesses receive venture capital) and completed Series B fundraising in 2009.

A seven-time serial entrepreneur and tech-industry thought-leader, Nichole serves on the Interactive Advertising Bureau (IAB) Social Media Committee and chaired the creation of the IAB Social Media Buyer’s Guide, the industry’s first-ever guide to buying social-media advertising. She was recently elected to the Board of the Social Media Advertising Consortium (SMAC). Her personal mission: transform the way that advertisers and publishers measure social media from CPM (cost per thousand) to CPE® (cost per engagement).

“We all need a Nichole in our lives,” commented Karen Robinovitz, the self-designated creatrix of Purple Lab, a Brickfish client (Brickfish has powered two social-media programs for this new beauty brand).

New Mobile Capabilities
Brickfish® has just announced multiple-platform enhancements to its programs, including mobile capabilities, to meet the needs of the ever-evolving social-media space. The Brickfish platform now supports mobile submissions, mobile sharing, and QR code support for its social-media programs. In addition, the platform has tighter integration with Facebook and Twitter, offering clients additional social touch points for their Brickfish-powered programs.

These Brickfish mobile capabilities will allow consumers participating in Brickfish programs to participate via their mobile phones. In addition to being able to upload their photos, consumers will be able to engage with other programs and branded content as well as share content across the social Web. All mobile engagements will be tracked and reported through the Brickfish platform.

"At Brickfish, we continue to be at the forefront of technology and innovation in the social-media space," added Nichole. “Our recent enhancements to the platform reflect our dedication to the social-media space. We will continue to improve our platform to meet the growing needs of our clients and to provide them with measurable social-media results.”

Founded in 2005, Brickfish delivers results-driven programs for many leading consumer brands. A global enterprise, Brickfish recently released Spanish and Portuguese foreign-language support to address client needs in the U.S. and Latin America.

About Nichole Goodyear
Nichole Goodyear is CEO, Cofounder, and President of Brickfish, an award-winning technology platform that powers social-media programs for Fortune 1000 marketing leaders and advertising agencies. A seven-time serial entrepreneur, Nichole’s previous early-stage startups (many of which were acquired) included: ParCom Technologies, Jostens Learning Corp, RNB Technologies, Lightspan, and Pacific Fusion Technologies. Prior to cofounding Brickfish, Nichole cofounded Pacific Fusion Technologies, Inc., a technology leader that created Web-based portals that interfaced with payroll companies and banking systems for such renowned companies as Disney, Hughes, and several multi-billion-dollar financial institutions. As the systems architect and project leader for one of the top educational software companies in the nation, Nichole oversaw the implementation of countless innovative and groundbreaking Internet, video, and cable-modem digital media solutions. Nichole led the initial development team for Lightspan Local Connect, an ASP Internet-based communications product that successfully linked teachers, students, and their families.

About Brickfish®
Brickfish® is the performance-based Cost Per Engagement® (CPE®) social- media solution that has generated 300 million consumer engagements and conversations for advertising agencies and Fortune 1000 marketing leaders like Microsoft and Nike. Its patent-pending Viral Map® and Geo View technologies track reach, frequency, and viral activity in real time across the global Web. Brickfish is a Red Herring Global 100 winner and an OMMA Award winner for Best Viral Campaign.  For more information go to brickfish.com.

Cost Per Engagement and CPE are registered trademarks of Brickfish.

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In 2009 the VitalSmarts marketing team increased sales leads by 13%, which contributed to an increase in the company’s annual growth of 7% over 2008. While 73% of VitalSmarts’ competitors experienced declining activity in 2009 (according to the Association of Learning Providers VitalSmarts had achieved its largest-ever annual revenue.

This marketing success was recognized when VitalSmarts received the Stevie Award for Marketing Department of the Year at The 2010 American Business Awards. 

“We were honored to receive this recognition from The American Business Awards,” said Mary McChesney, senior director of marketing at VitalSmarts. “Our hard working team works closely with the rest of the organization to contribute to the company’s continuing success.”

Strengthening the Marketing/Sales Relationship
VitalSmarts’ record-breaking performance was achieved not just by outstanding teamwork, but also by the simple strategy of strengthening the marketing/sales relationship.

The sales team is marketing’s most important internal customer. To build the strongest, most efficient sales/marketing relationship at VitalSmarts, marketing set out to improve the lead-scoring process, instigated candid and consistent communication between the departments, and sought ways to meet client needs.

Lead Scoring
The sales team had often been frustrated with the quality of leads coming from marketing, so marketing revisited the lead-scoring process. The team closely monitored the efficiency with which they collected leads, refined tools that captured lead information, and worked with data entry to get leads entered
correctly and quickly. They also built a concierge lead process to ensure valued prospects received rapid response and five-star support.  Ten of the top-tier clients purchased $200,000+ worth of product as a direct result.

To increase the number of leads, marketing built a lead data-capture campaign that capitalized on untapped information in the database. Through simple e-mail campaigns, marketing scored and moved 1,600 leads into the sales process that had previously been unusable due to insufficient information.

Improved Communication
To increase communication between the sales and marketing departments, marketing regularly attended sales meetings, trained sales reps in the use of marketing tools, introduced marketing campaigns, and prioritized projects to meet sales needs. Marketing also reported on lead follow-up time and respectfully held reps accountable for the amount of time it took them to connect with prospects. As a result, sales follow-up time decreased significantly.

In turn, sales shared insights on client needs and industry trends, which ensured marketing better-tailored campaigns and products to meet client needs.

Public Relations
At the same time as it was building its cooperation with sales, the marketing team continued to execute its public relations program, including an extensive media-relations campaign that generated 79.5 million impressions in media outlets around the world. They also secured a recurring column on BusinessWeek.com for author and company cofounder Joseph Grenny that generated leads and provided sales with content to share with prospects.  The marketing team accomplished this without an outside agency, using just one full-time PR staff member.

Newsletter
Marketing grew the VitalSmarts’ external newsletter to 117,000 opt-in subscribers, a 50% increase. This weekly e-newsletter positions the company’s spokespeople as thought-leaders. As a result, sales was able to increase paid speaking fees of company spokespeople by 27% in 2009.

Channel Marketing
To support its client advocates, marketing sustained a passionate community of trainers certified to train VitalSmarts’ programs within their own companies. Marketing developed an online social network, an exclusive website to improve training delivery, professional development web seminars, and live chat sessions. As a result, the training community grew 22% and now includes 4,857 trainers, who are the company’s most active customers.

Marketing Events
Marketing supported 19 trade shows and sponsored speeches targeted at various vertical markets. They also held breakfast events where VitalSmarts’ bestselling authors introduced products to client decision-makers. The team also developed and hosted REACH, a 2-day conference for its client trainers. At REACH, trainers learned best practices, networked with peers, and heard from the VitalSmarts’ authors. 188 trainers attended REACH, a 49% increase over 2008.

Online Marketing
Marketing hosted web seminars with industry thought-leaders. They also built websites that offered valuable research and tips for readers in exchange for client information and custom product demos that generated more than 1,000 further sales leads.

Foundation for Success
“I am very proud of our marketing department,” said Andy Shimberg, CEO of VitalSmarts. “The team members are experts in their field who have worked tirelessly to create enormous impact and awareness in the marketplace. This is the foundation on which our sales, operations, and delivery teams can build and succeed.”

About Mary Dondiego
Mary Dondiego is the senior director of marketing at VitalSmarts. Since joining the company in 2004,Mary has led Vitalsmarts’ largest integrated marketing and publicity campaigns as well as seen the company’s revenue more than triple from $7.9 million to $25 million. As senior director of marketing, she was instrumental in launching and sustaining the company’s three New York Times bestselling business books and two major product lines. She also oversees three main marketing functions: corporate communications led by Corporate Communications Manager, Brittney Maxfield; demand generation led by Marketing Director, Paul Yoachum; and channel marketing led by Channel Marketing Manager, Chris Evans.

About VitalSmarts
VitalSmarts provides corporate training and organizational performance motivation programs that combine speakers, presenters, best-practices research, and related training products. The company also has three New York Times bestselling books: Crucial Conversations, Crucial Confrontations, and Influencer. Their fourth book, Change Anything, is scheduled for release April 2011. VitalSmarts has been listed twice on the Inc. 500 list of fastest-growing companies and has taught more than 2 million people worldwide.  For more information go to http://www.vitalsmarts.com

Richard Ramlall, multiple Stevie winner, most recently in the marketing awards categories of The 2010 International Business Awards, for Marketing Executive of the Year, has joined Primus Telecommunications Group as Senior Vice President, Corporate Development and Chief Communications Officer.

Read the full-text of Richard's Stevie-winning nomination here.  Richard won the award while he was Senior VP of Strategic External Affairs & Programming with RCN Corporation.

Have news about a Stevie Awards honoree's promotion or job move?  Share it with us...

Mobile-phone giant Nokia has won the Stevie Award for Marketing Campaign of the Year for a Service in the marketing awards categories of The 2010 International Business Awards. Here we look at how a new technology can successfully support a large-scale campaign that offers consumers ways to interact with print advertising from their mobile phone.

Nokia Point & Find is a beta service that enables people on the move to access relevant information and services on the Internet simply by pointing their camera phone at real-life objects. With Nokia Point & Find, brands can create unique mobile experiences using the service’s augmented reality and location-based technology. 

Nokia Point & Find recently ran a pilot to test the feasibility of making poster advertising interactive using Nokia’s proprietary image recognition technology. The goal was to tag all out-of-home ads with links to exciting, surprising content, and to promote the new service to Nokia smartphone users.

Colchester in the U.K. was chosen as a defined city space that could be comprehensively tagged and measured throughout the two-month campaign in January/February 2010.

		Read the Rest of This Article ...

From MomentummPicks on twitter:

B2B Marketing Awards Take Flight on Twitter - B2B Marketing Awards Take Flight on Twitter Nominations have begun for... http://ow.ly/19Ovi5 (http://twitter.com/MomentummPicks/statuses/433406152282112)

I like this idea, wish I'd thought of it!

We've added many new marketing awards categories to The American Business Awards for the 9th annual edition, which opened for entries last week.  The first early-bird deadline is November 17.

We used to have just a few marketing categories, including

Marketing Department of the Year
Marketing Team of the Year
Marketing Executive of the Year
Marketer of the Year (for non-executives marketing professionals)
Marketing Campaign of the Year - For a Product
Marketing Campaign of the Year - For a Service

But this year we've created 33 industry-specific categories for marketing campaigns, plus a number of specialty marketing categories.  These categories include the following (the letter/number combinations are our category codes):

Marketing Campaign of the Year - Industry Categories
E01. Accounting
E02. Advertising, Marketing, & Public Relations
E03. Aerospace & Defense
E04. Automotive & Transport Equipment
E05. Banking
E06. Business Services
E07. Chemicals
E08. Computer Hardware
E09. Computer Software
E10. Computer Services
E11. Conglomerates
E12. Consumer Products - Durables
E13. Consumer Products - Non-Durables
E14. Diversified Services
E15. Electronics
E16. Energy
E17. Financial Services
E18. Food & Beverage
E19. Health Products & Services
E20. Hospitality & Leisure
E21. Insurance
E22. Legal
E23. Manufacturing
E24. Materials & Construction
E25. Media
E26. Metals & Mining
E27. Non-Profit Organizations
E28. Real Estate
E29. Retail
E30. Pharmaceuticals
E31. Telecommunications
E32. Transportation
E33. Utilities

Marketing Campaign of the Year - Specialty Categories
E35. Business-to-Business Advertising Campaign of the Year
E36. Business-to-Business Marketing Campaign of the Year
E37. Consumer Advertising Campaign of the Year
E38. Consumer Marketing Campaign of the Year
E39. Mobile Marketing Campaign of the Year
E40. Online Marketing Campaign of the Year
E41. Retail/Merchandising Marketing Campaign of the Year
E42. Small-Budget Marketing Campaign of the Year
E43. Viral Marketing Campaign of the Year

One of the ramifications of this slate of new categories is that we've eliminated a corresponding number of advertising awards categories.  Advertising campaigns may now be entered as part of any of these new marketing awards categories.