IPA Honors Marketing Innovation Of Segerdahl Graphics And Optium
Thursday, March 20, 2003
(MARCH 19, 2003) The 2003 IPA Excellence in Marketing Awards were presented at the 7th Annual IPA Marketing & Sales Conference held recently in Amelia Island, Florida. The Excellence in Marketing Awards recognizes IPA members' marketing ingenuity in the promotion of their company's products and services. Platinum Award winner, Segerdahl Graphics, Wheeling, Illinois, took top honors with their promotional campaign "Segerdahl Graphics Corporate Identification and Capabilities." This imaginative and effective branding campaign was designed to build brand awareness and provide critical information of the company's capabilities so buyers could make informed decisions. Patricia Bruner, Segerdahl Graphics, director of digital operations, commented, "The campaign increased awareness of our new company, its facilities and capabilities. The campaign provided excellent tools for our sales team to promote with confidence in the field. As a result we have developed numerous new and active clients resulting in new revenue." The objective for Gold Award winner Optium, Inc. for their campaign "Don't Be the Weakest Link" was to educate clients and build brand awareness. It consisted of three seminars each with its own agenda. Two seminars focused on the new divisions: OPTIprint Print Management and OPTIMAX Large Format Printing. The third addressed the emotional aspects of the "client/supplier relationship." According to Liz Andrew, business development manager, client education is a priority. "With technology constantly evolving, we find we can create true partnerships with our clients if we can keep them up to speed with what is happening in our business so they can make informed decisions with regard to their premedia and print needs." Optium is located in Toronto. Widen Enterprises, Madison Wisconsin, took home the Silver Award for its "Brand Integrity Made Easy" campaign. Designed to generate leads, the purpose of the campaign was to promote recent developments at Widen as well as the company's digital asset management, image rendering, and automated page building services. Matthew Gonnering, Widen's marketing specialist, noted that the campaign has eliminated cold calling. "The campaign has resulted in qualifying prospects who are more educated on the products and services offered by Widen Enterprises." Awards reflected the changing environment of the IPA membership as graphic communication companies transition to become full service, graphic solutions providers. Award entries were judged by the marketing firm PFS Marketwise. New Jersey, who evaluated entries based on their creativity, strategy and results.