2014 Winners: Promotional & Collateral Materials — Holiday Card

 

First Place

Bradley Arant Boult Cummings

"Bradley Arant Boult Cummings LLP 2013 Holiday E-Card"

Summary

Bradley Arant Boult Cummings’ (BABC) challenge for its 2013 holiday card was to create a card as warm and memorable. The 2011-2012 holiday cards, themed “A Home for the Holidays,” featured a family who lost everything in the 2011 tornado outbreak in Alabama and received a home sponsored and built by BABC and Habitat for Humanity.

Bradley Arant - 1st Place

The challenge was to develop a card that provided useful information, was interactive, had a warm feel and a sense of giving back to the communities where BABC’s attorneys and staff live and work. Marketing staff determined the focus areas should be:

  1. the charitable works that the firm provided in 2013,
  2. some of the delicious recipes that BABC attorneys and staff love and
  3. the places that make the cities in which the firm’s offices are located special. All attorneys and staff contributed to the card, submitting their favorite recipes, restaurants, attractions and events in their city.

The cheerful tone and message of appreciation for clients, friends and referral sources aligned perfectly with the firm’s initiative for providing exceptional customer service and client appreciation. The 2013 card also shared information from the BABC Foundation including the financial contributions made and the volunteer hours given by both attorneys and staff.

As the firm’s creative agency designed and programmed the card, the marketing team selected the recipes, restaurants and attractions to be featured in the card. Each person who submitted an idea received a thank you gift and those whose recipes were featured in the card were listed by name and office location along with their recipe. There was a good mix of attorneys and staff, which made the card inclusive.

The card is always released internally prior to client distribution, and the feedback from attorneys was extremely positive. One attorney served one of the recipes at his party and said it was a huge success. The following day the card was distributed to all clients, friends and referral sources. Again, the card received immediate positive feedback. Clients shared, “…coolest e-card I have ever received…”, “…wonderful Christmas card! Somebody put a lot of thought and effort into it…”

The positive feedback long with a 30% increase in open rates far exceeded BABC’s goals for ROI. The messaging, interactive components, fun music, and, most of all, the recipes made the card full of warmth and good wishes from everyone at the firm.

 


 

Second Place

Otten Johnson Robinson Neff + Ragonetti PC

"Otten Johnson 2013 Video Holiday Card"

Summary

In 2013, Otten Johnson Robinson Neff + Ragonetti PC embarked on a mission to create a memorable holiday card. Working within the constraints of time and money, the firm achieved the goal of showing the world — clients and others who already knew them as well as new friends made along the way — that the firm is good at what it does, and it has a softer side. For a relatively small budget (approximately 2 percent of the firm’s total marketing and business development budget for the year) Otten Johnson found a great vendor that partnered with them to produce an eye-catching video card to deliver holiday greetings.

Otten Johnson - 2nd Place

The project was a success, if only because the firm caught enough attention to drive people to its website in order to learn even more about them.

 


 

Third Place

Borden Ladner Gervais LLP

"BLG Reads to Kids Animated Holiday e-Card"

Summary

Now in its 10th year, the BLG Reads to Kids program supports literacy for young children in schools located in economically disadvantaged areas across Canada. Each school year, more than 300 employees from BLG offices volunteer their time and read to children from kindergarten to grade three. According to education professionals across Canada, literacy is the number one priority for childhood learning and success. Experts agree that if primary students cannot read at an acceptable level before grade three, a child’s future is challenged in many ways. BLG recognized the impact of such a challenge and proactively developed this comprehensive community program to offer worthwhile value.

Borden Ladner Gervais - 3rd Place

In celebrating the 10th year of the program, BLG wanted to recognize the importance of its employee community service. The firm, therefore, took the opportunity of its annual holiday card initiative to enhance awareness of the BLG Reads to Kids program, using an animated e-card that featured artwork from children in its affiliated schools.

The firm’s YouTube Channel was used to house the BLG Reads to Kids e-cards for mobile and tablet users and YouTube links were also used for sharing across other social media — LinkedIn, Facebook, Twitter and Google+. The cards generated a substantial increase in traffic to the Corporate Social Responsibility and Reads to Kids Web pages in English and French.