Case Studies
Combat Information Overload with Visuals
The following case studies, selected from past Gold Quill Award winners, demonstrate excellence in this month’s topic.
Note: All case studies are in PDF format.
“Super-Mortgage” Campaign
Tap Communications Inc. and Synergy Credit Union
Synergy Credit Union hired Tap Communications to create an ambitious mortgage campaign. Titled Synergy Super-Mortgage, the campaign played on the word “super,” and the team developed a “Superman” creative approach to all advertising that distinguished Synergy from its competitors as well as appealed to the target audience of 30–40-year-olds. The advertising campaign used radio, television, newspapers, outdoor advertising—such as bus benches and billboards—and web banners to convey the key benefits of the mortgages offered by Synergy.
Idearc Media 2008 Enrollment Campaign
PartnerComm Inc. and Idearc Media
As a newly independent company, Idearc had to consolidate its medical and dental plan offerings while continuing to maintain the value and choice employees had come to expect from their benefits plans. Working with PartnerComm, the communication team developed a set of brochures with the tagline “Ideas at Work,” which provided smart tips for how employees could get the most out of their benefits. The design of each brochure, with the use of bullet points, colorful graphics and a simple layout, also ensured that information was easy for readers to digest. Using presentations, webinars and other communication vehicles, the campaign was a great success.
My IT News
Cisco Systems Inc.
Cisco Systems Inc. employs information technology (IT) professionals in all parts of the world. With a multitude of projects, programs and departments, the need to communicate in a timely manner, thoroughly and in a variety of languages, is critical to the organization’s success. My IT News is a global communication application that automatically consolidates and delivers customized e-mail newsletters to employees in their preferred language and format. This new application dramatically improved internal communication, decreasing IT-related e-mail volume and saving time on sorting through various forms of IT communication.
Awards were presented to the winners of the 2009 Gold Quill Awards at IABC’s International Conference, 7–10 June in San Francisco. View the 2009 winners.
The collection of all case studies from the 2008 Gold Quills Awards program, titled Best Practices in Communication Planning and Implementation 2008, is available for purchase. This softcover book features more than 90 case studies of the best and most innovative organizations in communication right now. Order your book.
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