Held on opening night (May 31, 2017) of the 2017 Masters of B2B Marketing Presented by the Association of National Advertisers’ Business Marketing Association, the B2 Awards recognized the top performers and most outstanding campaigns of the business-marketing industry.
EMA’s work for Domtar Paper’s PaperPal campaign was recognized as the winner in the Corporate Community Relations Program category. Part of Domtar’s Paper Because campaign—which was created to educate people on how paper remains a valuable part of life, even in a digital world—the program highlighted the importance of handwriting as a cognitive development tool for young minds and as a brain exercise for aging adults.
A pilot program was launched, partnering an elementary school with a retirement community in the Los Angeles area to create a handwriting program. Each participant received a PaperPal kit containing paper, envelopes, pencils, and stamps. The correspondents formed strong bonds. EMA created a case study video highlighting the success of the pilot program, and the program was duplicated across the United States and Canada. The video continues to circulate on social media, bringing more schools and retirement communities into the fold. The Envelope Manufacture’s Association has also picked up the program and developed a plan for its customers.
EMA also received an Award of Excellence in the Product, Equipment or Parts Catalog or Technical Bulletins division of the Sales-Enablement Tools category for its work with Buckman OnSite®, an interactive sales tool. The goal was to help Buckman differentiate themselves in a commodity-driven industry where customers are continuously looking to have more visibility into their processes to make better and more proactive decisions. EMA created a responsive interactive sales tool utilizing a flexible, grid-based structure. Buckman OnSite, considered revolutionary for the chemical industry, is a robust, cloud-based remote process monitoring system that helps customers save time, labor, chemicals, and money by allowing them to better and proactively manage their chemical processes from anywhere.
Launched in December of 2016, the sales tool separates 12 key benefits and presents the information on each without multiple pages of directions, allowing salespeople to utilize Buckman OnSite on their laptops, tablets and phones daily.
The URL can be shared with customers and prospects prior to sales calls. The microsite has received nearly 800 site visits based solely on sales referrals. EMA is also in the process of creating a direct mailer utilizing hydrochromic ink (revealed only by water) to complement and expand the visibility of the Buckman OnSite product.
EMA’s work for Freightliner Trucks Hardest Working Cities also received an Award of Excellence in the Product or Service PR Program division of the Public Relations category. The fully integrated campaign—which consists of event activation, earned media, social channels, print and digital advertising, dealer outreach and trade show promotion—was created to recognize the role vocational trucks and the men and women who operate them play in stimulating economies.
Launched at NTEA (The Association for the Work Truck Industry) Work Truck Show, Freightliner Trucks Hardest Working Cities has honored 10 North American cities: Indianapolis, Nashville, Salt Lake City, Los Angeles, Toronto, Dallas, New York, Edmonton, Des Moines and Seattle-Tacoma. Detroit is the next city to receive the award.
The events create a significant buzz in the vocational truck marketplace and excitement at the local level among customers, dealers and local markets—reaching more than 10 million people through earned media in national trade magazines, newspapers and business publications as well as broadcast stations and online media. In addition to the earned media, the microsite has received more than 30,000 visits and social content via Facebook, Instagram, Twitter and YouTube as well as increasing brand engagement by more than 100,000.