2016 Awards Season: BMA Fountain Awards

team frank May 19th, 2016
The frank Agency's 2016 BMA Fountain Awards

In addition to our wins at the KCDMA AMBITS Awards, The frank Agency was recognized for our achievements during the annual Business Marketing Association Fountain Awards. The BMA is the leading professional resource for B2B marketers and communicators. This year, we received five awards for our work in a variety of categories:

Carestream Dental: RVG Trade-in ‘Wanted’ Campaign (Promotional Email, Single)

What do you do when you create a better product than what is currently being used in the market, especially when the currently used products are still working pretty well? That was the challenged faced by Carestream Dental and their intraoral scanner product.

The frank Agency devised a strategy whereby dental professionals were rewarded for trading ‘up’ to the new unit by trading in their existing units – be they competitor models or even older Carestream sensors.

Driving the promotion was an Old West-themed email based on vintage ‘Wanted’ posters. The look and feel was western and authentic, and positioned both older and competitive models as the ‘bad guys’ that were wanted by Carestream in exchange for huge discounts on the new and improved Carestream model.

Carestream Dental Wanted

Carestream Dental: 2015 TechCheck Campaign (Multi-Media Campaign $25,001-$50,000)

Like all consumers, dental professionals are inundated with marketing messages centered around a common theme: look how great this product is! That observation led to a compelling strategy for the 2015 version of Carestream Dental’s TechCheck campaign. Rather than put our product center stage, let’s put the dental professional out front. Better yet, let’s show dental professionals how they can be Superheroes to their patients.

With this agreed-upon strategy, The frank Agency began work on messaging with a Superhero theme. Doctors were positioned as these Superheroes, equipped with special powers that came from combining their dental skill with Carestream’s imaging expertise.

Carestream Dental TechCheck campaign materials

The frank Agency: Holiday Mailer (Specialty Items/Gifts)

The objective was simple – send a cheerful holiday greeting to clients and prospects that would capture their attention and show them the kind of work and response our agency can provide for their business, all while saying thank you for their business or for the chance to earn their business.

The strategy was simple, too – be memorable, be personal, and be fun. So we developed a personalized gift and package that would speak directly to each brand. Clients received a Jam Classic Wireless Bluetooth Speaker branded with The frank Agency logo, along with a note that said to check their email. An email was sent from our Conduit application that linked them to a personalized playlist, which we customized for each client. For example, our public utilities client had a playlist including Glen Campbell’s ‘Wichita Lineman’, while our Mercedes client’s playlist included hits like ‘Life is a Highway’ by Tom Cochrage.

The frank Agency holiday mailer

Euronet Worldwide: 2014 Annual Report (Annual Report, Magazine or Catalog)

Our objective was to raise awareness and leverage the equity of a tremendous financial year for Euronet Worldwide to their current and potential investors. The strategy was to highlight the 20th anniversary of Euronet and focus on the company’s drive for excellence since their founding. With 20 years of exceptional growth driven by Euronet’s commitment to provide financial payment convenience to consumers around the world, our job was to convey the Euronet story in the most elegant way possible.

The frank Agency chose a step and repeat circle pattern that featured currency coins from around the world. Foil-stamp accents were used on the number 20 to highlight the anniversary and an unusual blue metallic paper was the base of the cover.

Supporting copy and imagery continue the 20-year theme and include a timeline. The Forint currency used in Budapest, Hungary, is also featured since it was the site of Euronet’s first ATM. Overall the annual report focuses on changes in technology and how Euronet has remained relevant.

Euronet Worldwide 2014 Annual Report

STEMS, A Garden Soiree Event Campaign (Community, Charitable or Fundraising Event)

The objective, just as it has been in our five-year history with this great event, was to drive ticket sales, attendance and corporate sponsorships to an evening of fine wine, food, music and scenery at the Overland Park Arboretum.

The frank Agency set out to develop two marketing pieces that would generate interest and ticket sales, as well as attract sponsors and donors. Creatively, we wanted a strong image that conveyed the prestige and ambiance of the event. We also wanted to ensure promotional pieces were easily produced and cost-effective. Lastly, we knew our list was warm, filled with names from the Board, supporters, present contributors and Friends of the Arboretum. To build on this, we added prospect names (focusing on the demographic we wanted to expand) and cleaned our list, mailing only to consistent attendees and purging inactive names.

STEMS Garden Soiree event campaign materials

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