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FOR IMMEDIATE RELEASE
Contact:
Diane Lewis
Media Director
GráficaGroup
908.879.2169 x173
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GráficaGroup And Clients Win SIAA Awards
Chester, New Jersey (March 11, 2008) GráficaGroup, a Chester-based advertising agency, and its clients recently received 5 awards – 2 silver, 1 bronze, and 2 merit awards – during the Fifth Annual Service Industry Advertising Awards (SIAA).
In the Utility Services’ Total Advertising Campaign category, PSE&G’s "WorryFree Heating Appliance Contract" campaign developed by GráficaGroup won a silver award. The campaign creative – depicting Old Man Winter as a snowman moving uninvited into a home without a WorryFree contract – creates an easy-to-understand metaphor for the discomfort of a failed heating system, and offers the solution of signing up for a WorryFree Heating Protection Plan from PSE&G. The campaign was delivered via direct mail to existing customers; flash and rich media online banner ads on Accuweather.com and NJ.com; and newspaper print ad insertions in The Star-Ledger and The Record of Bergen County.
PSE&G and GráficaGroup also won a bronze award in the Direct Mail category. The award was for a 4-page “Basement Letter Package” that bundled appliances and repositioned individual PSE&G WorryFree Appliance Contracts into new Heating Protection Plans based on the room in the house where the appliances typically reside. Previously, WorryFree Appliance Contracts were sold individually and were confusing for some customers. Preliminary results for both the Old Man Winter “Total Advertising Campaign” and the “Basement Letter Package” direct mail piece show a more than one-third increase in total unit sales from the previous year.
GráficaGroup’s client, Summit Medical Group, also won a silver award from SIAA for the Employee Communication Program “It Matters. You Matter.” Each employee received a brochure, the customer service commitments in a picture frame, and a pledge sheet during the customer service awareness campaign. During a group-wide training program, employees also viewed an inspirational video.
GráficaGroup also received 2 Awards of Merit: one in the Website/Homepage category for an interactive flash component added to the New Jersey Office of Clean Energy’s Web site, and another in the New Media category for the Purchase College innovative Web 2.0 Web site “Life is Different Here” that included a “video mashup” of authentic, student-produced testimonials.
“Receiving these awards from SIAA is truly an honor,” said Debra Taeschler, President and CEO of GráficaGroup. “Marketing for the service industry – something intangible with no product visual – is always a creative challenge. We strive to develop innovative and engaging marketing programs across communication channels. It is our goal to accomplish tangible results for our varied clients, and we are proud of the results these campaigns have accomplished and that our creativity and strategic thinking are recognized by our peers as well.”
While many advertising awards focus on consumer goods and other tangible products, SIAA is the only event to recognize the achievements made specifically in the service industry. Nearly 2,000 entries were submitted by over 250 advertising agencies and 800 service institutions this year. A national panel of judges evaluated and rated entries submitted in 12 groups and 27 categories. Each entry was reviewed for execution, creativity, quality, consumer appeal, and overall breakthrough advertising content. According to Jan Michael Lok, Executive Director of the Service Industry Advertising Awards, since initiated in 2003, SIAA has become the fastest-growing nationwide advertising award program.
About GráficaGroup
GráficaGroup is a full-service, fully integrated agency that develops, executes, and measures brand- and relationship-building campaigns for national, international, and regional companies and organizations. Based in Chester, New Jersey, GráficaGroup (www.grafica.com) provides both traditional and interactive marketing initiatives, including digital, broadcast, print, out-of-home, direct marketing, point-of-purchase, email, and Web site design and development. GráficaGroup also offers end-to-end solutions including media planning and buying, search engine optimization, CRM, and database management. GráficaGroup is truly a data-driven, customer relationship management organization.
Clients include AT&T, Century 21 Real Estate LLC, Horizon Blue Cross Blue Shield of New Jersey, Jackson Hewitt Tax Service, the New Jersey Board of Public Utilities’ Office of Clean Energy, Ortho-Clinical Diagnostics, PSE&G, Silberline Manufacturing Co., Summit Medical Group, Synchronoss Technologies, Trane, and Trinity Biotech, among others.
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