2016 Awards Season: KCDMA AMBITS

team frank May 19th, 2016
The frank Agency's KCDMA AMBIT awards

At the end of March, The frank Agency attended the Kansas City Direct Marketing Association’s annual AMBIT Awards ceremony where we received awards in 22 different categories, including 8 wins in the Gold category – and the coveted “Most Bang for the Buck Award.” This year’s Gold wins include:

Mercedes-Benz USA – Sprinter WinBack Campaign (Business Integrated Marketing)

The purpose of the Sprinter “Win-Back” campaign was to increase Certified Professional Parts Purchase numbers for Mercedes-Benz and Freightliner dealers by incentivizing customers who hadn’t been in for service in at least 12 months. Customers were sent a direct mail postcard and email offering a $100 discount on service. Overall, 25,600 post cards and emails were sent.

Carestream – 2015 TechCheck (Business Integrated Marketing)

The goal of the TechCheck Campaign was to continue to generate high-level brand awareness for Carestream Dental while promoting the vast product depth the company has through an offer incentive. We developed a three-part campaign featuring messaging with a “superhero” theme. Doctors were positioned as heroes with special powers, and Carestream Dental’s products were marketed as tools to emphasize these “powers”. This campaign was by far the biggest revenue-generating campaign of the year for Carestream Dental. This year’s campaign saw a 360% increase in revenue generated, compared to the previous year’s campaign, with a total ROI of 520%.

Carestream – NeXstep (Business DM/Over $500-$1000/M)

The goal of the NeXstep campaign was to continue generating high-level brand awareness for Carestream Dental by positioning them as a digital partner to each practice. The objective was to leave the audience feeling like Carestream was more than an imaging manufacturer, but a guide throughout the realm of digital dental imaging. While this campaign was based heavily around brand messaging and awareness, the final numbers were very pleasing. With a 178% campaign ROI leading into the biggest sales event of the year, Carestream Dental was on track to have one of its most profitable years.

MBUSA Website (Response Driven Web)

For this project, The frank Agency designed, developed and helped build a new website for Mercedes-Benz’s commercial vehicle products that would attract new customers, strengthen relationships with current customers, and grow engagement and influence perception of the Mercedes-Benz brand. Through the discovery and design process, we were able to identify “pain points” or areas of opportunity on the old site, then design a new site that improved the site’s user experience.

Penn Foster – Placebo Tests (Online Display Advertising)

The digital media team at The frank Agency manages all of the display efforts for Penn Foster via our demand-side platform. For our display remarketing campaigns, The frank Agency worked with our demand-side platform and Penn Foster to develop a placebo test that would prove the effect our remarketing display ads had on enrollments for all other channels. The test proved a 30% lift in enrollments that were occurring as a result of targeting previous, non-converting site visitors with Penn Foster display ads.

Carestream – 2015 RVG Trade-in (Promotional Email [<250k+])

This product-focused campaign promoted an advanced imaging system used by dentists and dental teams, and was also featured in the TechCheck campaign (see above). After seeing the results of the previous campaign – which produced the highest ROI to date – and learning of the strong product offer, the creative team at The frank Agency decided to have some fun with this campaign. The look and feel was designed to give a western “Wanted” vibe, using silhouettes of competing intraoral sensors positioned as criminals. Messaging also supported the western theme. The results from this campaign accounted for most of the revenue generated under the TechCheck campaign, making it the most successful deliverable for TechCheck 2015. Overall, this campaign had an ROI of 381,396%.

Don Bosco – Email Invitation (Non-Profit Email)

Don Bosco needed an email invitation to invite people to a philanthropic event designed to raise money for capital improvements to the organization’s senior center. The frank Agency branded this annual event as ‘Savor the Flavors’ and created a variety of artwork and messaging to execute this theme. A total of 200 emails were sent, with an additional 100 invitations sent via direct mail. With approximately 300 attendees, the event was a huge success, raising more than $111,000 in gross profit and $98,400 in net profit – resulting in a net increase of more than $30,500 from last year’s event.

Inland Calendar (Print Only)

Inland Truck Parts Company’s annual 13-month wall calendar has been a major component of the company’s marketing efforts for several years. Inland distributes more than 9,500 calendars to its customers, prospects, vendors, employees and other business associates. The large distribution amount and long shelf life allows the calendar to function as a great vehicle for marketing Inland’s brand, products and services. The frank Agency designed this year’s calendar to achieve two things: 1) Remind customers and prospects that their local Inland Truck Parts location is the ultimate resource for keeping their trucks working as hard as they do, and 2) Reflect the professional, high-quality atmosphere at Inland locations. While there are no true metrics for a project like this, ITP senior management reports to The frank Agency that store managers are “extremely pleased” with the 2016 calendars and “customer demand for them is very high.”

The frank Agency also took home 10 Silver awards and 4 Bronze awards. In addition to the awards we took home for our digital and creative work, our very own Jenn Mitchell received an award for KCDMA’s 2016 Young Direct Marketer of the Year. Earlier in the year, The frank Agency was also recognized for our achievement as the annual Business Marketing Association Fountain Awards. To read more about these achievements, please see the following blog posts.

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