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FOR IMMEDIATE RELEASE
Contact:
Diane Lewis
Media Director
GráficaGroup
908.879.2169 x173
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GráficaGroup Wins 2 Benjamin Franklin Awards
Chester, New Jersey (July 16, 2007) GráficaGroup, a Chester-based integrated advertising agency, recently received two prestigious Benjamin Franklin Awards for Direct Marketing Excellence from the Philadelphia Direct Marketing Association (PDMA). The winning pieces were the PSE&G WorryFree “New Home/New Problems” direct mail package and PSE&G Equal Payment Plan “One Click Away” email campaign. In addition to design excellence, submissions to the Benny Awards, as they are commonly called, must prove that the results of these marketing campaigns significantly surpassed previous efforts.
The objective of the WorryFree “New Home/New Problems” direct mail package was to persuade new movers to protect major appliances with WorryFree Contracts and boost the response rate of previous campaigns to this segment. After the “New Home/New Problems” mailing began, response jumped 18.75%. The WorryFree “New Home/New Problems” direct mail package won the Mail: Communications/Utilities award.
The Equal Payment Plan “One Click Away” email campaign was one of PSE&G’s first email solicitations to residential customers and was designed to promote a balanced payment plan to existing PSE&G online bill payment customers. Email was chosen as the communication channel as customers already using online services were found to be more receptive to an electronic marketing campaign. Personalized salutations with an invitation to amortize annual energy costs over a 12-month period, rather than being subjected to seasonal fluctuations, yielded a 48% open rate. Of those who opened the email, 8% signed up for the Equal Payment Plan. Seeing the success of this campaign, PSE&G is now considering similar email marketing programs for the near future. The Equal Payment Plan “One Click Away” campaign won the Electronic Email, Fax award.
“PSE&G is New Jersey’s largest utility company with 2.2 million customers. It is important to continually improve customer awareness of the various service options and tools available in order to continually grow the business,” says Debra Taeschler, President and CEO of GráficaGroup. “GráficaGroup is proud to have been part of this ongoing process with PSE&G for over 11 years, and we have continued to provide innovative solutions generating measurable business results.”
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 integrated traditional and interactive marketing solutions, including email, Web site design and development, digital and mobile marketing, CRM, database management, direct marketing, broadcast, print, out-of-home, and point-of-purchase. GráficaGroup also offers end-to-end solutions including media planning and buying, search-engine optimization, and production of multi-media content.
Clients include AT&T, Century 21 Real Estate, 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, Reliant Energy, Summit Medical Group, Synchronoss Technologies, Trane, and Trinity Biotech.
About the Benjamin Franklin Awards
This annual event, sponsored by the Philadelphia Direct Marketing Association (PDMA), has spotlighted the best in area direct marketing since 1972 and was held at WXPN’s World Café Live in Philadelphia on June 6. This year’s 8 judges were direct marketing experts from Boston.
Benjamin Franklin was one of the first and most forward thinking marketers to date. He used direct mail, as well as other techniques, to raise funds to build the Pennsylvania Hospital in 1751. In the end, his campaign was “oversubscribed” with more money raised than was required.
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