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The Conference Board's 2017 Excellence in New Communications Awards

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The Conference Board's 2017 Excellence in New Communications Awards

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Slide presentation with videos and capsule descriptions from the 2017 Excellence in New Communications Awards, presented by the Society for New Communications of The Conference Board.

Slide presentation with videos and capsule descriptions from the 2017 Excellence in New Communications Awards, presented by the Society for New Communications of The Conference Board.

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The Conference Board's 2017 Excellence in New Communications Awards

  1. 1. 2017 Excellence in New Communications Awards May 22, 2017 The Conference Board Corporate Communications Conference NYU Kimmel Center
  2. 2. Honorable Mention Corporate (B2B & B2C) Division Communications, communities and collaboration Federal Express For #LikeMyMom, a warm, funny and touching Mother’s Day video campaign featuring 31 videos of Fedex employees that scored over one million video views with a positive sentiment rate of 89%
  3. 3. Communications, communities and collaboration
  4. 4. Excellence in New Communications Corporate (B2B & B2C) Division Communications, communities and collaboration Cisco Systems For a community that helps partners learn to modernize and simplify sales processes and use data and analytics to better understand and serve their customers
  5. 5. Communications, communities and collaboration
  6. 6. Excellence in New Communications Nonprofit Division Communications, communities and collaboration ICMA-Retirement Corp. For the “Realize Retirement” tour, which used multimedia and virtual reality to increase public sector employees’ awareness of the importance of saving for their retirement
  7. 7. Communications, communities and collaboration
  8. 8. Excellence in New Communications Corporate (B2B & B2C) Division Con Edison Digital and Social Media for Social Good For an innovative use of live video to dramatize the difficult and sometimes dangerous jobs its field crews perform to keep customers’ power on
  9. 9. Digital and Social Media for Social Good
  10. 10. Excellence in New Communications Government Division Virginia Office of the Attorney General Digital and Social Media for Social Good For a geo-targeted ad campaign aimed at reaching concerned citizens, possible abusers and victims of human trafficking
  11. 11. Digital and Social Media for Social Good
  12. 12. Excellence in New Communications Nonprofit Division Mayo Clinic Digital and Social Media for Social Good For a live Periscope broadcast of a colonoscopy that raised awareness and eased concerns about this important preventive procedure
  13. 13. Digital and Social Media for Social Good
  14. 14. Excellence in New Communications Corporate (B2B & B2C) Division Met Life Innovation in Digital Experience For a multimedia campaign to help low- and moderate-income people to improve cash flow management and achieve their goals
  15. 15. Innovation in Digital Experience
  16. 16. Excellence in New Communications Corporate (B2B & B2C) Division PJ Lhuillier Group of Companies Mobile Experience For a mobile game that stimulated interest in the bank’s branches, particularly among young people
  17. 17. Mobile Experience
  18. 18. Honorable Mention Corporate (B2B & B2C) Division Texas Instruments Storytelling For a company blog focused on making its business more understandable to a non-technical audience and exposing the breadth of the company’s scope. The "Think. Innovate.” blog quickly grew to more than 10,000 monthly visitors.
  19. 19. Excellence in New Communications Corporate (B2B & B2C) Division United Technologies Corp. Storytelling For an integrated web and social media campaign to celebrate the achievements of participants in its Employee Scholar Program and drive awareness and new applications
  20. 20. Storytelling
  21. 21. Excellence in New Communications Nonprofit Division The Asia Foundation Storytelling For a film that raised the voices of marginalized communities across Asia and inspire a new generation of leaders through the Asia Foundation Development Fellowship Program
  22. 22. 2017 Excellence in New Communications Awards May 22, 2017 The Conference Board Corporate Communications Conference NYU Kimmel Center

Editor's Notes

  • Category: Communications, Communities and Collaboration
    1 honorable mention
    Division: Corporate
    Honorable Mention: Federal Express For #LikeMyMom, a warm, funny and touching Mother’s Day video campaign featuring 31 videos of Fedex employees that scored over one million video views with a positive sentiment rate of 89%
    Media: Video, Jeff #LikeMyMom
  • Category: Communications, Communities and Collaboration
    Division: Corporate
    Honoree: Cisco Systems for a community that helps partners learn to modernize and simplify sales processes and use data and analytics to better understand and serve their customers
    Accepting: Shelley Bucar
    In the B2B technology market, closing a single deal is no longer the goal. Success is about actively managing customers throughout the post-sale relationship lifecycle so that follow-on sales become easy. Cisco developed SuccessHub as part of a larger Customer Success Management – or CSM - initiative that’s centered on partners. SuccessHub helps partners learn how to modernize and simplify sales processes and use data and analytics to better understand and serve their customers. Cisco educates them about CSM methodologies, best practices and tools, and tracks their individual progress. For example, instead of calculating post-sale service, software and subscription renewals, the program encourages forward-looking metrics that predict what will happen. Since its launch in November 2015, SuccessHub has had more than 25,000 unique visitors – and this is a limited audience to begin with - from more than 1,400 partner organizations. New active contacts have grown 54% and content like the Customer Success Talk webinar series has reached more than 5,000 unique contacts at more than 1,250 organizations.
  • Category: Communications, Communities and Collaboration
    Division: Nonprofit
    Honoree: ICMA-Retirement Corporation for the “Realize Retirement” tour, which used multimedia and virtual reality to increase public sector employees’ awareness of the importance of saving for their retirement
    Unable to accept
    The goal of the ICMA-Retirement Corporation “Realize Retirement” tour was to increase public sector employees’ awareness of the importance of saving for their retirement, and to provide the opportunity for ICMA-RC’s representatives to connect with them. The solution was a mobile, interactive tour that traveled all over the country. Among its features: The My Retirement Dreams animation program enables public sector employees to experience a positive image of their retirement using personalized animated video. The Public Sector Moments virtual reality exhibit spotlights moments in the days of three public sector employees to give a 360-degree view of these professions. The scenes were shot with multi-camera unit designed especially for virtual reality filming. A “Selfie Station” lets users place themselves in photos of travel destinations and share on social media. Promoted through a broad range of traditional and digital channels, the tour generated so much demand that it was extended by six months and the number of stops expanded from 45 to more than 200. ICMA-RC estimates that it engaged 15,000 participants.
  • Category: Digital and Social Media for Social Good
    Division: Corporate
    Honoree: Con Edison For an innovative use of live video to dramatize the difficult and sometimes dangerous jobs its field crews perform to keep customers’ power on
    Accepting: Phil O'Brien, Assistant Director of Media Relations
    We don’t often think about the people behind the scenes who keep our lights on, but they perform a difficult and even dangerous job, often under trying conditions. Con Edison wanted to use the new Facebook Live video feature to educate the public and celebrate its employees. Communicators chose the post-Hurricane Matthew restoration efforts as an opportunity. They dispatched a video team along with service crews to capture the restoration effort in real time. By showcasing crews in the field and interviewing workers on the job, Con Ed was able to showcase their success and give employees and the public a way to share congratulations and words of encouragement. The Facebook Live event reached more than 11,477 people in real-time and garnered more than 270 comments and reactions. Its success prompted the team to develop two full-blown post-event video packages that achieved a combined engagement of 16,000.
  • Category: Digital and Social Media for Social Good
    Division: Government
    Office of the Attorney General, State of Virginia for a geo-targeted ad campaign aimed at reaching concerned citizens, possible abusers and victims of human trafficking
    Accepting: Kaitlin Riddle, Senior Account Manager, Madison+Main
    Almost half of the U.S. population is within a one-day drive of Virginia, making it a notorious focal point for human trafficking. The Office of the Attorney General launched a campaign aimed to raise awareness of the problem and to generate calls to the National Human Trafficking Resource Hotline. Victims and those who exploit them are notoriously hard to reach, so the Virginia Office of the Attorney general ran a geo-targeted ad campaign aimed at truck stops, with the goal of reaching concerned citizens, possible “johns” and victims who have internet-capable mobile phones. The campaign resulted in more than 11,600 clicks to the National Human Trafficking Resource Center’s Website 624 substantive phone calls, 22 emails and 33 online tip reports. Website traffic from Virginia increased nearly 55%.
  • Category: Digital and Social Media for Social Good
    Division: Nonprofit
    Honoree: Mayo Clinic for a live Periscope broadcast of a colonoscopy that raised awareness and eased concerns about this important preventive procedure
    Unable to accept
    Colorectal cancer afflicts nearly 135,000 men and women each year, and nearly 50,000 die from the disease. The tragedy is that 60 percent of those deaths can be prevented with proper screening. The Mayo Clinic set out to increase awareness among the target audience of men and women over 50 about the importance of getting a preventive colonoscopy. It chose to use Periscope to broadcast a patient in his early 50s as he underwent a colonoscopy screening. Mayo Clinic was one of the early social media innovators. It has built a Periscope following of more than 15,000, along with 1.25 million Twitter followers and more than 25 million YouTube views. Lee Aase, Director of Social and Digital Innovation at Mayo Clinic, volunteered to be the patient for a procedure performed by Dr. Jeff Alexander, with Dr. Paul Limburg providing commentary and answering questions. The broadcast of the procedure, which carried the hash tag #ScopeScope, had more than 3,000 live viewers and 1,800 archived views. Thousands more have viewed the archive on YouTube and the re-broadcast on the Times Square’s NASDAQ jumbotron. The Mayo Clinic’s Facebook page reached more than 380,000 users and generated more than 4,000 engagements, along with more than 8,000 link clicks.
  • Category: Innovation in Digital Experience
    Division: Corporate
    Honoree: MetLife for a multimedia campaign to help low- and moderate-income people to improve cash flow management and achieve their goals
    About two billion adults worldwide don’t have access to a basic banking account. Without access to banks, savings accounts, debit cards, credit or insurance, they rely on alternative ways to save money that are often expensive or risky. The MetLife Foundation funds programs that help low- and moderate-income people to improve cash flow management and achieve their goals. The Foundation, in collaboration with The Wall Street Journal Custom Studios, created an interactive digital platform titled “Multipliers of Prosperity” to spark conversation about this issue. Social and mobile communications were integrated, and Wall Street Journal Custom Studios engaged its influencer group to help push the message out, enabling the campaign to reach 10.5 million people. Snapchat was also used to reach a young audience. Japanese, Korean and Mandarin translations helped adoption along. During the period the campaign was active, the English hub got 360,060 page views – more than 40% over goal – as well as 7,500 social actions, more than 1,100 social referrals, and over 1,300 direct social shares.
    Accepting: Jonathan Richter, Head of Corporate Responsibility
  • Category: Mobile Experience
    Division: Corporate
    Honoree: Cebuana Lhuillier or a mobile game that stimulated interest in the bank’s branches, particularly among young people
    Unable to attend
    [Play video] Cebuana Lhuillier, a Philippine bank, was early to experiment with games to promote engagement, but its first entry in 2013 got just a lukewarm reception. It turned out that not many people wanted to experience a simulation of running a bank branch. So last year it re-launched the game as an easily understandable maze that was designed to encourage repeat play. Players were challenged to help Ninong Ceb, the bank’s mascot, find his way to the Cebuana Lhuillier branch by tilting the phone and guiding Ninong by touch screen. Small prizes were awarded that contestants had to pick up at a bank branch. Within the first few months the game was downloaded more than 11,000 times while maintaining a favorability score of 4.3 out of 5. Both results handily beat their goals.
  • 1 Honorable Mention
    Category: Storytelling
    Division: Corporate
    Honorable Mention: Texas Instruments for a company blog focused on making its business more understandable to a non-technical audience and exposing the breadth of the company’s scope. The "Think. Innovate.” Blog quickly grew to more than 10,000 monthly visitors.
  • Category: Storytelling
    Division: Corporate
    Honoree: United Technologies for an integrated web and social media campaign to celebrate the achievements of participants in its Employee Scholar Program and drive awareness and new applications
    Unable to attend
    [Play video] Over the past 20 years, United Technologies has invested more than $1.2 billion in the Employee Scholar Program, giving its people a chance to earn more than 38,000 degrees at the company’s expense. To celebrate the 20th anniversary, the company created an integrated web and social media campaign to celebrate the achievements of those scholars. The aim was to reach prospective employees, current employees who hadn’t yet enrolled and media influencers. The assets included a short video featuring diverse participants extolling the virtues of the program, profiles of 48 successful graduates, ongoing user-generated stories using unique hash tags and paid social activities to amplify messages more broadly. The campaign has been the most successful of its kind to date at UTC. While it’s too early to measure the impact on ESP enrollment, the first 10 weeks generated two-and-a-quarter million impressions and 525,000 engagements, an engagement rate of better than 23.25%. The campaign was also featured in earned media stories in The New York Times, PR Week, Business Insider and the Hartford Business Journal, among others.
  • Category: Storytelling
    Division: Nonprofit
    Honoree: Asia Foundation for a film that raised the voices of marginalized communities across Asia and inspire a new generation of leaders through the Asia Foundation Development Fellowship Program
    Unable to accept – play video acceptance after award
    For more than 60 years, The Asia Foundation has worked to improve the quality of life and expand opportunities for millions of Asians by investing in emerging leaders in the region. The Foundation created the film, Invest in an Inclusive Asia, to illuminate the importance of empowering a new and diverse generation of young leaders through the Asia Foundation Development Fellowship Program. They’ve found the best way to do that is through storytelling, traveling with and homing in on the unique experiences of a few select fellows featured in the film-- Sha Elijah from Mindanao, Jeong te Kim from Korea, and Czarina from Manila. Produced entirely in-house by the Foundation’s Global Communications team using a single camera and minimal production software, the film attracted 800 candidates from more than 20 Asian countries to apply for the Foundation’s Fellowship. It premiered at the Foundation’s gala event in San Francisco and was screened for the Board of Trustees. The film logged thousands of views and was shared widely on social channels.
    Whitney Legge, Producer and Photographer, Global Communications at the Asia Foundation, was called away at the last minute for a trip to Asia, but she sent us this video message.

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