Winners

19A. Special Events and Observances (Less Than 7 Days), Business/Industry

A Watershed Event to Launch the Champion Toilet - American Standard with Carmichael Lynch Spong

American Standard, the world's leading maker of kitchen and bath products, found that today's consumers have had it with their current toilets and are ready to toss the plunger. The company responded by creating the revolutionary Champion toilet, featuring America's Best Flushing System. The challenge: launching something as commonplace as a toilet in an uncommon way to demonstrate how American Standard has reinvented toilet technology. In response, agency of record Carmichael Lynch Spong pulled out all the stops with a public relations plan to launch the Champion through a watershed event that got consumer media flush with excitement.

1A. Brochures, Up to 2 Colors

Showcasing Cub Foods' Commitment to Communities it Serves - Cub Foods with Padilla Speer Beardsley

While Minnesota-based Cub Foods has long played a strong role in charitable giving and corporate sponsorship, the grocer rarely takes time to showcase its efforts to internal or external audiences. In 2003, the company turned to Padilla Speer Beardsley to help key audiences learn more about the substantial giving efforts of Cub Foods and its charitable arm, the Cub Foods Charitable Giving Program. Working with Cub Foods, Padilla Speer Beardsley created an annual "giving report" to showcase the grocer's strong charitable work while also thanking and encouraging the continued support of external vendors and suppliers.

1B. Brochures, 3 or More Colors

Stairway to Deramaxx - Novartis Animal Health with Colle+McVoy

In February 2003, Novartis Animal Health received FDA approval for its canine arthritis medication Deramaxx. From the same class of medications that revolutionized human arthritis pain relief (Celebrex and Vioxx), the prescription drug held promise to make a splash in the rapidly expanding pet pain control market. To build presence in veterinary clinics (which were already prescribing two major competitors), Colle+McVoy created a high-impact brochure and display that provided dog owners with easy-to-read description of Deramaxx benefits and the "signs of pain."

2. Special Purpose Publications

Connecting Riedell with Tweens and Teens - Riedell with Strother Communications Group

Founded more than 50 years ago, Riedell Skates had long relied on manufacturing advantages to achieve success in the figure skating market. With smaller competitors aggressively marketing, Riedell and Strother Communications sought to connect the Riedell brand to the primary audience - girls between age 8 and 15 - with communications tailored to this group's style preference. While content for the new pocket catalog was drawn from dealer materials, this map-like piece unfolds to reveal the beautiful skates, highlighting new features with innovative icons designed to make the catalog an interactive experience for readers. The skaters loved it!

3A. Video Programs

Ty Gets a New Toilet - American Standard with Carmichael Lynch Spong

American Standard, the world's leading maker of kitchen and bath products, found that today's consumers have had it with their current toilets and are ready to toss the plunger. The company responded by creating the revolutionary Champion™ toilet, featuring America's Best™ Flushing System. The challenge: launching something as commonplace as a toilet in an uncommon way to demonstrate how American Standard has reinvented toilet technology. In response, agency of record Carmichael Lynch Spong pulled out all the stops with a public relations plan to launch the Champion through a watershed event that got consumer media flush with excitement.

3B. Video Public Service Announcements

35,000 Pounds in 35 Days - Cub Foods with Padilla Speer Beardsley

Raising 35,000 pounds of food in 35 days: can it be done? If you're Cub Foods and Padilla Speer Beardsley, you can do even better than that. Leveraging its relationship with the winningest professional sports team in the state and appealing to the heartstrings of fans, Cub Foods created a public service announcement to deliver its goal and more. Twins player Corey Koskie provided camera talent, asking fans to donate food at an upcoming game. One thousand pounds of food was gathered that day, a beginning that launched Cub Foods into a food drive that met its goal by over 200 percent.

3C. Video News Releases

Bringing Free File to America - Internal Revenue Service with Weber Shandwick

Weber Shandwick helped the Internal Revenue Service (IRS) generate national broadcast media coverage for the announcement of Free File, enabling 60 percent of Americans to electronically file their taxes for free. A high volume of media placements, including two national network news feeds and Internet media coverage, helped drive taxpayer awareness and usage of Free File to exceed the IRS' program goals. The key to the success of this tactic was a video news release produced and distributed on the day of the Free File announcement to maximize its news value.

4A. Audio, Programs

Stock Smart to Eat Smart - North American Olive Oil Association with Colle+McVoy

Olive oil is a staple in the pantries of gourmet cooks. Yet, it remains the most misunderstood cooking oil among mainstream cooks. The North American Olive Oil Association turned to Colle+McVoy to expand olive oil use among consumers who cook with other pourable oils. Colle+McVoy proposed a radio media tour featuring cookbook author Pam Anderson dishing advice about how to stock smart to eat smart, including different types of olive oil for various dishes and cooking methods. The tour reached 3.5 million listeners and generated a wave of activity on the association Web site.

4B. Audio, Public Service Announcements

It's Enough Radio Public Service Announcement - Minnesota Department of Health with Ogilvy PR and Pradhan Consulting

The "It's Enough" radio public service announcement (PSA) was created for the Minnesota ENABL (Education Now and Babies Later) program's 2003 public education campaign. The 60-second PSA targets teens 12- to 14-years old, and features a teen from the target audience delivering a motivational message about postponing sexual involvement by setting boundaries within relationships and saying "not yet" to sex. Aired on the top teen stations across Minnesota, the PSA helped drive thousands of teens to the campaign Web site.

4C. Audio, News Releases

RU Hip 2 Sip? Back-to-School Campaign - Orange Julius with Karwoski and Courage

With teens headed to malls for back-to-school shopping last fall, Orange Julius, a division of International Dairy Queen, wondered with whom they'd most like to do their shopping. The clear winner? Bill Gates. That was one of the facts that helped Orange Julius break through the clutter of back-to-school messaging in a way that was creative yet still supported the beverage retailer's brand. Karwoski & Courage posed a series of fun questions to 2,000 teens via an online survey, which became content for an audio news release and media relations blitz during the 2003 "RU Hip 2 Sip?" Back-to-School campaign.

5A. Annual Reports, Business/Industry

Second Chances - St. Jude Medical with Larsen Design + Interactive

St. Jude Medical's "Second Chances" annual report was designed to showcase the company's business through its patients' stories. The simple, yet compelling theme described how the company's cardiovascular medical devices make a powerful difference in millions of lives, represented in this report by six featured patients. The "up close and personal" photography, accompanied by the patients' unique and moving stories, captured the company's mission of saving lives and alleviating human suffering.

5B. Annual Reports, Government/Nonprofit

2003 Minnesota Historical Society Annual Report - Minnesota Historical Society

In 2003, the Minnesota Historical Society had one of its most challenging years in its 154-year history. A $4.3 million budget reduction jeopardized many of the society's programs. At the same time, there was much to celebrate. Mill City Museum opened to great fanfare, and community action kept all 25 historic sites open for the year. During this challenging period, the society began to position itself for the future through a comprehensive branding initiative. The annual report needed to communicate the new brand image, the highs and lows of the year, and celebrate the mission the organization has fulfilled since 1849.

6A. Media Kits, Products

Berry Burst Cheerios Media Kit - General Mills with Padilla Speer Beardsley

In 2003, General Mills launched a line extension of its flagship Cheerios brand: Berry Burst Cheerios. The product featured the first-ever "marriage" of Cheerios and fruit. Playing off this romance theme, public relations created an oversized red, heart-shaped media kit with the tagline "Discover a Match Made in Heaven." The kit delighted media across the nation with its arrival on Valentine's Day. From USA Today and The New York Times, to TV Guide and Good Housekeeping, the highly interactive kit helped secure nearly 280 million media impressions, contributing towards General Mills' most successful cereal launch in history.

6B. Media Kits, Services

Great Crates Media Kit - Great Crates with Padilla Speer Beardsley

When Minneapolis-based start-up company, Great Crates Storage, wanted to launch its mobile self-storage company in Denver, the company needed an attention-getting media kit that would help make an impression. The Great Crates media kit essentially mimicked the Great Crate itself, thereby demonstrating the product attributes to each person who received it. The kit created buzz among Denver media and provided high-profile story placements for the company. It also made it possible for Great Crates to adhere to its aggressive expansion plans, allowing them to launch a second operation in Phoenix in November 2003.

6C. Media Kits, Events

Mill City Museum Grand Opening Media Kit - Minnesota Historical Society

The story of Mill City Museum spanned the globe for months surrounding the opening. Every major media outlet in the Twin Cities, as well as daily newspapers across the Midwest, covered the opening. Media coverage of the opening generated more than 60 million impressions with more than 250 placements. An Associated Press article ran in newspapers from Winnipeg to Richmond. Features appeared in The Washington Post, Metropolitan Home, Travel & Leisure, Family Times, Home & Away, in-flight magazines from United and Northwest airlines, and daily newspapers in Germany, Switzerland and Norway.

6D. Media Kits, Other

Olive Oil Meets Middle America - North American Olive Oil Association with Colle+McVoy

Despite its growing popularity in gourmet cooking, olive oil remains the most misunderstood cooking oil among mainstream cooks. The North American Olive Oil Association turned to Colle+McVoy to expand olive oil use among consumers who cook with other pourable oils. Colle+McVoy proposed developing a "living" media kit as one part of a campaign to demystify olive oil and reach "mainstream cooks." The kit was well received by food editors, helping generate an audience of 34 million hearing key messages about the health, versatility and taste of olive oil.

7A. Newsletters, Up to 2 Colors

From Banking to Manufacturing - RSM McGladrey

Late last year, RSM McGladrey unveiled its new brand to the marketplace. Part of that launch included revamping and redesigning its eight client newsletters. The company's goals: increase newsletter circulation and the number of authors by 20 percent while creating eight branded communications tools - all to increase brand awareness and grow business. So, RSM McGladrey developed shorter stories, used new brand colors and promoted newsletter successes in its internal weekly newsletter, To the Point!. The results? 2003 circulation was up 35 percent; the number of authors increased by 110 percent; and the number of articles submitted shot up 50 percent.

7B. Newsletters, 3 or More Colors

Building a Better Newsletter with Hurd - Hurd Millwork with Carmichael Lynch Spong

Located in the small town of Medford, Wisc., Hurd Millwork Company is a third-generation company of window builders and craftspeople who pride themselves on understanding the needs of custom homebuilders and owners. Hurd charged Carmichael Lynch Spong with further developing the Hurd newsletter to assist in building communications and branding efforts. Carmichael Lynch Spong designed a highly stylized brochure that reflected the new image of Hurd. Copy was written to offer the latest news from the company, but in a style that would retain a small-town feel with an emphasis on the working relationships between Hurd and their customers.

8A. Magazines, Internal

Cooperatives Profile - CHS Land O'Lakes with Colle+McVoy

Cooperative Profiles is a 16-page, quarterly business magazine published for 18,000 general managers and elected directors of affiliated local cooperatives in 27 states served by CHS and Land O' Lakes, a combined regional farm marketing and supply cooperative system. These local cooperatives market grain and purchase petroleum, feed, seed, crop nutrients and other inputs through CHS and Land O' Lakes. The publication's mission is to provide ideas and resources that promote local co-op growth, profitability, enhanced customer service, and support for the benefits of a strong cooperative system.

8B. Magazines, External

Cooperatives Partners - CHS Land O'Lakes with Colle+McVoy

Cooperative Partners is a 32-page, four-color magazine published eight times per year by the CHS-Land O' Lakes cooperative system. The magazine is mailed to about 280,000 farmers and ranchers with annual gross incomes exceeding $100,000 located in 27 states encompassing the system's trade area. The Cooperative Partners staff strives to help producers remain profitable, support the cooperative system's role as a leading supplier, and promote the advantages of being part of the cooperative system.

9A. Media Relations, Business/Industry

Selling More Without Selling Out: Keeping Soymilk Cool - White Wave with Carmichael Lynch Spong

How times change. After years of begging people to just give soymilk a try, in 2003, Silk Soymilk's biggest problem might have been its own success. Silk needed to continue to grow with mainstream audiences without looking like a sell-out to its tried and true organic consumers. To conquer this task, Carmichael Lynch Spong and Silk created a two-tiered public relations plan. The plan helped generate nearly 1,000 media clips, 310 million gross impressions and, most importantly, healthy growth among both mainstream consumers and the finicky natural foods shoppers.

9B. Media Relations, Government/Nonprofit

Check the Box: Organ Donor Recruitment Campaign - LifeSource with Padilla Speer Beardsley

Approximately 80,000 Americans are waiting for organ transplants. And each day, 17 die waiting. More donors are needed! Data indicates that while 92 percent of adults support donation, just 60 percent actually make their wishes known by designating it on their driver's license. LifeSource partnered with Padilla Speer Beardsley to find out why the gap existed and created a campaign that increased the number of potential organ donors, while also meeting public education criteria required by Minnesota law under the 2002 Darlene Luther Anatomical Gift Act. 7.2 million media impressions later, 26 percent more people (and counting) have designated organ donation on their licenses.

10. Feature Writing

Health Care's Sickly Economics - NaviCare Systems with Padilla Speer Beardsley

For St. Paul, Minn.-based NaviCare Systems, Padilla Speer Beardsley researched and created an op-ed article that would heighten awareness of the productivity problems affecting hospitals across the country and gain greater visibility for the workflow and communications systems NaviCare provides. Padilla Speer Beardsley successfully placed the op-ed in the Star Tribune Sunday edition. Padilla Speer Beardsley and NaviCare successfully leveraged this article in multiple ways, including using it to establish relationships with new sales prospects, enhance a successful bid for NaviCare's system in a major Twin Cities hospital, and heighten NaviCare's chances to ultimately win the 2003 Tekne Award as Minnesota's top emerging technology company.

11. Technical Writing

Making a Dent in the Appliance Industry - Wilson Tool with Strother Communications Group

As a leading manufacturer of fabricating tools, Wilson Tool relied on advertising within its primary fabricating market to sustain market share and enhance its reputation as a leader in the fabrication industry. Strother Communications Group developed a plan to conduct public relations in both primary and secondary fabricating markets. Strother Communications Group pursued a byline article in Appliance Magazine, the appliance industry's No. 1 trade publication within one of Wilson Tool's largest secondary markets. The article offered Wilson Tool the opportunity to speak directly to this highly lucrative segment and provided appliance engineers a new time- and money-saving option for their fabricating needs.

12. Speech Writing

In this category, there were either no entries, or no winners.

13A. New Media/Technology, Web Sites (Internet or Intranet)

E-newsletter for the Utility Industry - BASF Corporation with Padilla Speer Beardsley

Looking to expand its presence and position the company as a leader in vegetation management for the utility market, BASF asked Padilla Speer Beardsley to identify ways to show utility customers its commitment to service and ability to provide comprehensive solutions versus products alone. Padilla Speer Beardsley developed an e-newsletter to serve as the primary vehicle for BASF to demonstrate these attributes. Designed as a customized communication from the sales team, the e-newsletter includes timely information and interactive elements. Response to the e-newsletter has exceeded expectations. As a result, it will remain a key outreach tool in BASF's 2004 communications program.

13B. New Media/Technology, CD-ROM

BluePrint for Health Care Support CD-ROM - Blue Cross and Blue Shield of Minnesota

As part of an overall plan to support the marketing needs of Blue Cross' groundbreaking disease management program, Blue Cross created an interactive, CD-ROM sales presentation for sales staff and agents to use with prospective customers. The CD ROM included testimonial video clips from customers, nurses, patients and Blue Cross medical and marketing executives. It was based on the experience of an open house hosted earlier in 2002, and helped the marketing department exceed its sales and retention goals for 2003. Carmichael Lynch Spong provided some planning and editorial support for the project.

13C. New Media/Technology, Other

Microsoft Business Solutions E-Newsletter and Extranet - Microsoft with Riley Hayes Young

Riley Hayes Young partnered with Microsoft Business Solutions to refashion its bi-weekly e-newsletter Insights, into a more effective customer relationship management tool. In addition to creating a new design and compelling editorial schedule, an Extranet with archival and editing functionality was developed. Insights strengthens customer relationships by maintaining an ongoing dialogue, and featuring timely industry topics more prominently than Microsoft-specific subjects. Early findings indicate that 77-85 percent of subscribers always or usually read at least one article per issue. Insights click-through rates have been as a high as 30 percent, and 36 percent of subscribers have made purchases as compared to 20 percent of non-subscribers.

14. Creative Tactics

I Think I Love You - Duet with David Mall Tour - General Mills with Padilla Speer Beardsley

The classic '70s song, "I Think I Love You," became the program theme for one of the most successful product launches in General Mills' history: Berry Burst Cheerios. To stand out from the competition and appeal to its female target, public relations leveraged the product's "romantic" advertising creative, featuring '70s heartthrob David Cassidy. The result was a "Duet with David" singing contest. A six-city mall tour provided the venue for contestants to audition in-person. The mall tour attracted 3,000 consumers per stop who sampled Berry Burst, and generated 2.5 million in audience reach from local-market TV and print media.

15. Research

Donaldson Torit Plays to Win - Donaldson Corporation with Strother Communications Group

In 2003, Strother Communications Group undertook a research and re-branding effort for Donaldson Torit - the worldwide leader in industrial air filtration - to persuade Donaldson Torit to re-establish its presence and re-assert its "Power Brand" status. During the economic downturn of 2002-03, Donaldson had disappeared from trade advertising and shelved most of its marketing efforts. The research - derived from sales force surveys, competitor strategies, a buyer/value study and Strother Communications Group's proprietary branding presentation - persuaded Donaldson Torit to reclaim its leadership status with a broad-based marketing/public relations strategy including a sizeable advertising buy, new trade ads, a new all-encompassing capabilities brochure, and other communications tactics.

16. Evaluation

Lawson Scores with Public Relations Results Reports - Lawson Software with Weber Shandwick

The Lawson public relations team determined there was a lack of executive visibility into the company's progress in achieving its public relations goals. The team developed meaningful, quick-read monthly results reports that measure the results of public relations activities qualitatively and quantitatively. The reports helped the internal Lawson audience evaluate public relations not as a discreet event, but as an ongoing process. The Lawson public relations team is also held more accountable to the objectives outlined in the fiscal year public relations plan.

17A. Community Relations, Business/Industry

Weber Shandwick Making a Difference - Weber Shandwick

Weber Shandwick has a long history of supporting local nonprofits through pro bono client relationships, as well as an annual daylong workshop designed to help nonprofits effectively tell their story. In 2003, Weber Shandwick expanded its program to include a new element called Weber Shandwick on Loan, which provides nonprofits with manpower as well as with communications assistance. Projects, which are selected and run by individual staff members, are excellent opportunities for staff that are only able to contribute a few hours to a volunteer effort rather than make an ongoing time commitment to a pro bono client.

17B. Community Relations, Government

Success Stories for Students: A Minority Media Campaign - Minnesota State Colleges and Universities

Minnesota is expecting enormous demographic changes. In fall 2002, the Minnesota State Colleges and Universities System began an integrated marketing and public relations campaign to reach out to students of color, as well as immigrant and first-generation college students. In cooperation with a coalition of minority media outlets, the system used real student success stories to illustrate the idea that college is possible. One year after the campaign began, enrollment of students of color has risen to 12 percent of the headcount enrollment, up by 2,475 students from fall 2002 when 11.2 percent were students of color.

18A. Institutional Programs, Business/Industry

Did You Know? The Pet Bugs Do Bite! - Novartis Animal Health with Colle+McVoy

Preventing parasites-from roundworms to heartworm to fleas and ticks-is a primary focus of veterinary medicine. However, parasite protection is "old news" for vets and pet owners. Novartis Animal Health turned to Colle+McVoy to develop a research program that would reposition the company as a leader in parasites.

18B. Institutional Programs, Government/Nonprofit

Saving the Twin Cities Shriners Hospital - Put Children First Committee with Karwoski & Courage

An 80-year tradition of free orthopedic care continues thanks to Karwoski & Courage and the Put Children First committee. In November 2002, members of the national Shriners organization put forth a proposal to close the Twin Cities Shriners Hospital, to be voted upon by 1,541 delegates at the Shriners national meeting held in Minneapolis in July. Working together with the Put Children First committee, Karwoski & Courage developed an alternative resolution that would keep the Twin Cities Shriners Hospital open until further study of alternatives to closing hospitals had been completed - a "win-win" proposition that wouldn't alienate any of the organization's members.

19A. Special Events and Observances (Less Than 7 Days), Business/Industry

A Watershed Event to Launch the Champion Toilet - American Standard with Carmichael Lynch Spong

American Standard, the world's leading maker of kitchen and bath products, found that today's consumers have had it with their current toilets and are ready to toss the plunger. The company responded by creating the revolutionary Champion toilet, featuring America's Best Flushing System. The challenge: launching something as commonplace as a toilet in an uncommon way to demonstrate how American Standard has reinvented toilet technology. In response, agency of record Carmichael Lynch Spong pulled out all the stops with a public relations plan to launch the Champion through a watershed event that got consumer media flush with excitement.

19B. Special Events and Observances (Less Than 7 Days), Government/Nonprofit

Flour Power: The Mill City Museum Grand Opening - Minnesota Historical Society

From 1880 to 1930, Minneapolis was the "Flour Milling Capital of the World." At the centerpiece of this vast regional economy was the Washburn A Mill on the Mississippi. In 1991, a fire that nearly destroyed this national historic landmark, allowed the Minnesota Historical Society to create one of the nation's most innovative history museums with the old mill. To raise awareness of the state's newest cultural attraction, the society developed an integrated marketing communications campaign for its grand opening that generated 50 million media impressions, doubled its attendance goal, and positioned the museum as a top Midwest cultural icon.

20A. Special Events and Observances (More Than 7 Days), Business/Industry

A Stronger Way to Sell Appliances - Jenn-Air Appliances with Carmichael Lynch Spong

In 2003, Jenn-Air and Carmichael Lynch Spong sought a new way to differentiate its top-notch appliances from the many competitors. That search led to Jenn-Air becoming the co-presenting sponsor of Share Our Strength's Taste of the Nation charity events. As a co-presenting sponsor of Taste of the Nation, Jenn-Air reached some 166 million consumers through the media and another 50,000 in person. All this helped Jenn-Air double the growth of the appliance industry in 2003, posting 7 percent in sales and 15 percent increase in revenue.

20B. Special Events and Observances (More Than 7 Days), Government/Nonprofit

2002 TCF Holidazzle Parades - Minneapolis Downtown Council with Padilla Speer Beardsley

With more than a million lights, 250 costumed characters and 12 spectacular lighted floats, TCF Holidazzle parades make children and adults alike wide-eyed with anticipation and wonder. For 2002, the challenges were to increase media and public awareness that the parades are now called TCF Holidazzle; and to keep the tradition fresh and appealing in order to maintain attendance levels during an increasingly competitive holiday season. Padilla Speer Beardsley developed a comprehensive media relations program that resulted in the highest attendance figures and media impressions in parade history.

21A. Public Service, Business/Industry

Hormel Hams for Hunger - Hormel Foods Corporation with Fleishman-Hillard

In 2002, Hormel Foods faced the challenge of taking its established, 12-year-old, holiday community giving program - Hams for the Holidays - to a fresh and impactful new level. A multi-faceted public relations program (involving rebranding, a partnership with a high-profile hunger organization, and a major event at the country's largest mall), brought the program increased visibility and, most importantly, brought quality meals to more people in need than ever before.

21B. Public Service, Government/Nonprofit

Minnesota ENABL (Education Now and Babies Later) Campaign - Minnesota Department of Health with Ogilvy PR and Pradhan Consulting

In October 2002, the Minnesota Department of Health awarded a contract to Ogilvy PR and Pradhan Consulting to create a public education campaign for the Minnesota ENABL (Education Now and Babies Later) Program to encourage young teens to postpone sexual involvement as well as motivate parents and caregivers to discuss sex and relationships with their teens. Working closely with members of the campaign's target audiences, Ogilvy PR and Pradhan Consulting created a statewide campaign, which included community outreach, partnerships, media relations, public service announcements and an interactive Web site. The campaign garnered more than 62 million impressions in its 12-week launch phase.

22A. Public Affairs, Business/Industry

A Long Time Coming - Prairie Island Indian Community with Weber Shandwick

The Prairie Island Indian Community of southeastern Minnesota is the closest community in the nation to a nuclear power plant and nuclear waste storage site. Tribal health and safety concerns had been ignored since the nuclear plant was forced on the community more than 30 years ago. In December 2002, nuclear power advocates sought permission from the state to add more nuclear waste at Prairie Island and to allow the plant to continue operating indefinitely and without consideration for the tribe. This time, Prairie Island's voice would not be ignored.

22B. Public Affairs, Government/Nonprofit

In this category, there were either no entries, or no winners.

23A. Marketing Services, New

QuickMedx - A Prescription for Success - QuickMedx with Fast Horse Inc.

QuickMedx, a health care company specializing in treating common family illnesses, teamed with Fast Horse to increase awareness of its clinics; including the recently launched Minnetonka clinic, which was performing below expectations. To increase traffic, Fast Horse recommended that QuickMedx introduce bone density screening exclusively at the Minnetonka clinic at a discounted price for the month of May, National Osteoporosis Prevention Month, and built a media relations and promotions program around it. Increased awareness of the clinic and bone density screenings due to media relations, promotions and sales incentives resulted in increased traffic during May, surpassing averages by 42 percent.

23B. Marketing Services, Established

Selling Sleep by the Numbers - Select Comfort with Carmichael Lynch Spong

After having an advertising campaign that supported its direct sales component and did little for its numerous retail stores, Select Comfort launched an aggressive market-specific plan to drive traffic to retail with a campaign that revealed the key to a perfect night's sleep: A Sleep Number. Select Comfort and Carmichael Lynch Spong developed a campaign to drive traffic to stores through celebrity appearances, a partnership with Ronald McDonald House Charities and aggressive media relations. In addition to generating more than 260 million gross impressions, sales in priority markets are up 32%, and more than three million people have purchased a Sleep Number bed.

24A. Marketing Products, New

Declaring a Plunger-Free World: Intro of the Champion Toilet - American Standard with Carmichael Lynch Spong

American Standard, the world's leading maker of kitchen and bath products, found today's consumers are frustrated with their current toilets. That's why the company recently introduced the Champion toilet, featuring America's Best Flushing System, to eliminate overflows, wasted water, handle jiggling and expensive repairs. While American Standard prepared for a national launch of its new Champion, the company knew the key to success was having a strong public relations strategy. In 2003, American Standard enlisted Carmichael Lynch Spong to develop a national media relations campaign to support the launch of the Champion prior to the national advertising campaign, slated for 2004.

24B. Marketing Products, Established

Selling More Without Selling Out: Keeping Silk Soymilk Cool -White Wave with Carmichael Lynch Spong

How times change. After years of begging people to just give soymilk a try, in 2003, Silk Soymilk's biggest problem might have been its own success. Silk needed to continue to grow with mainstream audiences without looking like a sell-out to its tried and true organic consumers. To conquer this task, Carmichael Lynch Spong and Silk created a two-tiered public relations plan. The plan helped generate nearly 1000 media clips, 310 million gross impressions and, most importantly, healthy growth among both mainstream consumers and the finicky natural foods shoppers.

25. International Public Relations

Unifying Donaldson's Global Brand Image in Europe - Donaldson Corporation with Strother Communications Group

In 2003, Strother Communications Group became a strategic and tactical marketing/public relations partner to Donaldson Europe, the European counterpart to the agency's U.S. client, Donaldson Torit. By leveraging the integrated marketing/public relations programs that Strother Communications Group developed for Donaldson U.S., Donaldson Europe presented a unified global brand image conveying the strength and worldwide leadership of this international powerhouse in industrial air filtration. Together with Strother Communications Group, Donaldson Europe cost effectively raised its profile by customizing many of the same tactics - marketing brochures, media relations, product launch campaigns and tradeshow support - which had been proven effective in the United States.

26A. Crisis Communications, Business/Industry

In this category, there were either no entries, or no winners.

26B. Crisis Communications, Government/Nonprofit

Minimizing Impact - Weber Shandwick

On the first day of Weber Shandwick's public relations engagement, an armed man entered the Peter B. Lewis building on the Case campus, taking more than 100 hostages and beginning a stand-off that lasted from approximately 3 p.m. until just past midnight. By the end of the night, one student and a faculty member were wounded and an MBA student was dead. With little preparation, Weber Shandwick had to craft a comprehensive course of action that would direct Case's internal and external communications to minimize the crisis's impact on the campus while paying respect to the victims of the event.

27. Internal Communications

Thomson University "Learn, Lead, Leverage" Campaign - Thomson Legal & Regulatory

The "Learn, Lead, Leverage" campaign is designed to increase usage of Thomson University, Thomson Legal & Regulatory's corporate learning and development resource, which provides a network of programs and services for employees. The campaign leverages individual program messages to strengthen the Thomson University brand as a whole and increase awareness of Thomson University as the one-stop shop for learning and development. Key messages shifted from being product-focused to focusing on the business impact as a way to communicate Thomson University's value to Thomson Legal & Regulatory. To date, statistics show an increase in usage of Thomson University resources, attributable in part to the "Learn, Lead, Leverage" campaign.

28. Investor Relations

Raising the Bar: Synovis Life Technologies - Synovis Life Technologies with Padilla Speer Beardsley

Synovis Life Technologies, a medical device company, had a strong story for the investment community after emerging from a turnaround. With a market capitalization under $100 million, the company was still small for institutional investors; sell-side analyst coverage had become difficult for small-cap companies to secure. Padilla Speer Beardsley planned and executed an investor relations program that reached investors through strategic news releases, meetings with institutional investors, extensive media coverage and the annual report. As a result, two sell-side firms initiated coverage, the stock price tripled over a year, and the level of institutional ownership grew significantly.

29A. Integrated Communications, Products

A Sprinkle, a Dash, a Pinch: Making Sense Out of Salt - Cargill Salt with Carmichael Lynch Spong

You want to talk about trying to make news for something that has little news value? How about a product that hasn't changed in any significant way for at least a million years? Salt. So the challenge has been to make news about salt. Cargill Salt to be precise. No little blue box. No little girl with an umbrella. No catchy slogan about pouring when it rains. Just salt. Each year Cargill asks Carmichael Lynch Spong to think of new ways to talk about salt and drive trial for its food-grade salt products among customers and media.

29B. Integrated Communications, Services

Growing the Business - The RSM McGladrey Branding Campaign - RSM McGladrey

Late last year, RSM McGladrey unveiled its new brand to the marketplace. However, as 2003 began, the company wondered, "Would the new brand raise awareness and grow business?" In order to ensure success, RSM McGladrey continued to follow its plan and roll out key initiatives such as a new web-based internal newsletter, re-branded client newsletters, various media placements and all sorts of other branded collateral material. So far, the results have been impressive. A 76 percent increase in brand awareness; 35 percent increase in newsletter circulation; and 594 new engagements; and 17.5 million in new revenue thanks to a 90-blitz marketing program.

1. Special Purpose Publications

2003-04 Public Relations/Business Club Brochure - Karl Hatteberg

Something had to be done for Saint Mary's University Public Relations/Business Club after three years of low enrollment, little student exposure, and limited student involvement. An informative brochure was made to try and remedy these problems. The 2003-04 Public Relations/Business Club brochure was created to increase student interest and involvement in the club. The brochure was designed to show how fun and beneficial involvement in the Public Relations/Business Club could be for students. The fun and beneficial mood helped outline and answer questions students had about the club.

2. Feature/News Writing

Visiting Winona Area Public Schools: Information Systems - Katie Omdahl

During the 2003 fall semester, Katie Omdahl completed an internship with the Winona Area Public Schools' communications department. She was given the opportunity to compose a feature article, "Visiting Winona Area Public Schools: Information Systems" for the district newsletter. The article's objective was to inform district residents of the services provided to faculty, staff and students by the information systems department. Since much of the work this department provides to the district goes unnoticed, the desire was to inform district residents of the large amount of work this small staff, with limited resources, provides.

3. Community Relations/Special Events

Nordic Initiative Mid-Summer Fest - Shelle Michaels and Tiffiny Dunn

The Nordic Initiative at the University of North Dakota was developed to provide extraordinary educational, cultural, economic benefits and opportunities for students and citizens of the Upper Midwest, Norway and other Nordic countries.

To assist in this awareness, Mid-Summer Fest was designed to bridge the gap between the old and the new cultures by appealing to the people in the community of Nordic descent while educating the youth about their Nordic heritage.

4. New Media/Technology

In this category, there were either no entries, or no winners.