NAMA Member News

AIM Award Winners Announced

Nashville American Marketing Association Honors Award Winners

NAMA held its inaugural Achievement in Marketing Awards celebration on Tuesday evening, June 10th. An independent panel of five judges selected nine finalists from 29 entries in three categories: business-to-business, business-to-consumer and not-for–profit. From these nine finalists, a winner from each category was announced along with a Best of Show winner. The winners of the first ever Achievement in Marketing Awards are as follows:

• Business-to-business (B2B): Emdeon Business Services, 2007 Brand Awareness Campaign - Based on extensive marketing effectiveness research, a campaign was built that involved advertising, direct mail, email, Web, search engine optimization, tradeshows, sponsorships and press releases. The campaign yielded an increase in unaided brand awareness of 16 points, a 160% gain over the previous year; aided brand awareness increased 19 points, a 53% increase over 2006 levels; more than 500,000 unique visitors to the web site for more than 2.7 million total visits throughout the year; and revenue increased by $57 million, or 8%, over 2006.
• Business-to-consumer (B2C): Victor Results Advertising, AmMed Direct, LLC, Better Care Kit Campaign - Victor Results worked with AmMed to develop a campaign that did not sell product but sold disease management and care. They developed the “Better Care Kit” which positioned AmMed Direct as a key source of easy-to-understand diabetes management information. Using short-format and infomercial television along with direct mail and electronic marketing, the campaign resulted in an increase of all previous controls; qualified leads doubled at a cost-per-lead that was half their previous expenditure; and web traffic increased of 100% during television buys.
• Not-for-profit: Goodwill Industries of Middle Tennessee, Inc., “What you give me” campaign – Using television, radio, print, direct mail, outdoor, web and social media aimed at carefully segmented groups, paired it with an internal campaign called “Living the Mission” to instill the same vision in its internal stakeholders, Goodwill’s campaign saw the total number of people served increase by 46% over previous year; the number of people placed in job rose 43%; and the increase in donations lead to a 19% increase in sales on an added 400,000 transactions over the prior year.

The big winner of the night was Emdeon Business Services whose Vice President of Marketing, Tommy Lewis, was presented with the coveted Best of Show honor. The marketing team’s work combining more than half a dozen merged company brands into one brand gained the company 21 million branded impressions in 2007 and increase brand awareness scores by double and triple digits.

Congratulations to all the AIM Award entrants and winners. We look forward to another spectacular awards show next spring.

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