Smarts, strategic thinking, innovation and results-driven ideas. That’s what drives the American Marketing Association Rochester Pinnacle Awards year-in and year-out. In collaboration with two of our clients, Xerox Corporation and Heritage Christian Services, we’re honored to be finalists for this year’s Pinnacle Awards. We’re even more proud to work with clients who create products and offer services that really work to create change—locally and beyond. Take a look at the results that can happen with a little “beauty and brains.”
XEROX® VERSANT® 2100 Press—“COMPETE WITH THE BIG DOGS” CAMPAIGN
Up for: B2B Integrated Marketing Campaign
Every last advantage counts when it comes to production printing. Smaller shops can often fail to compete with bigger production print shops—that’s why Xerox launched its affordable digital press with big shop capabilities: the Xerox® Versant® 2100 Press. They leveled the playing field between small/mid-sized shops and those larger companies. Our objectives were clear: raise awareness about the affordable Xerox® Versant® Press, generate leads and share why Xerox is a valuable partner to help print shops grow. With bright colors, a bold metaphor and a very talented Jack Russell terrier, we showed small shops—through direct mail, email, telemarketing and more—that with the Xerox® Versant® Press, you can finally compete with the biggest, baddest dogs on the block.
HERITAGE CHRISTIAN SERVICES—FUTUREYOU PROGRAM RECRUITMENT CAMPAIGN
Up for: B2C Integrated Marketing/Social Media Initiative
With more than 100 locations across Western New York, Heritage Christian Services (HCS) offers community services (outpatient rehab, occupational therapy, speech therapy, caring for animals at HCS’s stable), day habilitation, health support (music therapy, etc.), Medicaid coordination, respite and residence (24-hour staffing with a committed team of resident counselors, direct support professionals, home managers, health support professionals and clinicians) to those with developmental and intellectual disabilities.
HCS’s FutureYou program, a two-year recruitment and retention initiative that trains for direct support roles in these varying service areas, needed to grow the number of qualified applicants. They were searching for compassionate, courageous, entrepreneurial and honest individuals looking to jumpstart their careers to join the HCS team. We asked a simple question, “Is making a difference part of who you are?” and through targeted social media, direct mail, email and radio campaigns, we successfully grew the number of applicants by 50 percent—that’s what we call “making change.”
Thank you to our clients and our team who make recognition like this possible and who help us #MakeChange every day. Follow the Roberts Twitter, Facebook, and Instagram (@robertscommunications) and #AMACelebrateLocal for real-time award updates.