PRZOOM - /newswire/ -
St. Charles, IL, United States, 2009/04/01 - Cooper Hong, Inc., an integrated marketing communications agency, has been named a finalist for the 2009 Silver Anvil awards sponsored by the Public Relations Society of America. CHI is among the 126 finalists for this year's award.
CHI was selected as a finalist in the Events and Observances category for a public relations campaign it conducted for one of its largest clients, Case Construction Equipment of Racine, Wis.
“Given the record number of entries this year – nearly 900 – we are thrilled to be among the 126 finalists for the Silver Anvil award,” said Jane Cooper, president of CHI. “This is the Oscars of the public relations industry. It truly is an honor to be recognized in the company of many of the world’s largest PR firms for planning and executing a strategic and creative PR campaign that delivered measurable results for our client.”
The campaign reinforced Case Construction Equipment’s reputation as the premier manufacturer of loader/backhoes, created positive visibility for the Case brand and generated a measurable increase in loader/backhoe sales. It also served to establish a mutually beneficial partnership between Case, its dealers and local affiliates of Habitat for Humanity—a cause relevant to the Case customer base.
“Our client, Case, had dominated the loader/backhoe product category in the construction equipment industry for most of the last 50 years,” Cooper said. “With budgets tightening as the housing market started on its downward trend, our challenge was to find a way to celebrate our client’s history as the original manufacturer to combine a loader and a backhoe onto one tractor from the factory and do it in a way that would resonate with today’s customers while showcasing the new features of Case loader backhoes.”
CHI worked with Case and their channel marketing partner, Mcomm Group, to support a series of local events across North America that would create buzz among Case dealers, customers and the media—not just once, but over time. Construction contractor “cowboys” were invited to local dealer-sponsored loader/backhoe rodeos to test their skills as equipment operators. More than 75 Case dealers chose to host Case Rodeo Series events, which CHI publicized through local television, radio and newspaper outlets and through construction trade media.
CHI’s efforts garnered more than 10 million impressions in publicity coverage for Case, its participating dealers and local Habitat for Humanity affiliates. CHI (cooperhong.com) had also facilitated the relationships between Case dealers and their neighboring Habitat for Humanity chapters to help raise money and skilled volunteers for homebuilding. In 2008, after the North American grand champion operator won the keys to a new Case loader/backhoe valued at nearly $120,000, the local Habitat affiliate received a check that brought the aggregate contributions to the cause to more than $140,000. “That same night, the president of Case announced that the company had seen a stunning two-percent increase in loader/backhoe market share,” Cooper said.
Established by the PRSA in 1946 to symbolize the forging of public opinion, the annual Silver Anvil is considered the highest award in the public relations industry. The award’s committee evaluates campaigns for their strategic value and awards organizations that have successfully addressed a challenge by demonstrating excellence through exemplary professional skill, creativity and resourcefulness.
The Silver Anvil and Award of Excellence winners for 2009 will be chosen from the finalists and announced on June 4, 2009, at the Silver Anvil Celebration Event in New York City. Additionally, Silver Anvil winners in all categories are automatically considered for the Best of Silver Anvil Award, representing the finest example of public relations programming in 2008.