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2011 IMA Awards: Event
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- Hanley Wood: DeckExpo
- Shape: Shape's Pilates for Pink
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Hanley Wood: DeckExpo
.jpg)  Builders and carpenters working in the deck, porch and railing industry tend to be out of the office daily and don’t always use “pocket technology.” Hanley Wood wisely determined t would be most beneficial to target them where they live, so to speak, and has been offering campaigns focused heavily on grass roots methods and digital media to engage brand ambassadors since the company took over the DeckExpo trade show in 2006. Last year Hanley – whose Business Media arm publishes more than 30 magazines - stepped it up a notch with the introduction of the custom Wood Pavilion.
“Listening to our customers, we collaborated with multiple wood-related organizations and a custom campaign was developed for this feature area running in conjunction with the show campaign,” says Amy Allen, Hanley Wood director of the Remodeling Show/DeckExpo/JLC Live.
Based on attendee engagement on-site and repeat participation of supporting organizations in 2011, the Pavilion scored solid results. It generated 250,000 impressions and increased overall show registration – the 2010 show had 318 exhibitors, 35% of them new - making the house that Hanley built a success, indeed.
Fast Fact: DeckExpo was held in Baltimore last year and will travel to Chicago in 2011.
Shape: Shape's Pilates for Pink
 Shape doesn’t just “think pink” when it comes to promoting its annual issue devoted to breast cancer awareness. The marketing team thinks way out of the box. Pilates for Pink – an all-day event in New York’s Union Square Park brimming with custom sponsorship opportunities and benefiting the Breast Cancer Research Foundation – last October attracted 40,000 consumers and 13 premiere sponsors, six of them new to the event.
For example for new sponsor Truvia, a natural sweetener, Shape created a smoothie station for guests. Grass-roots efforts in pilates studios nationwide and a branded DVD extended the campaign’s message even further.
Powered by buzz in the magazine, online, through social media and television coverage, Pilates for Pink generated 73.5 million pre- and post-event impressions and generated an ROI of $2.1 million for the Shape brand. More importantly, the event and Shape’s Pink issue raised $175,000 for breast cancer research, contributing to the nearly $1 million the program has raised since its launch five years ago.
Fast Fact: Shape also donates $1,000 to the Breast Cancer Research Foundation on behalf of each advertiser that runs within its special October in-book section devoted to breast cancer prevention.
Honorable Mentions:
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The Parenting Group: Mom Congress on Education and Learning
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Fortune - Time Inc.: The Fortune Most Powerful Women Summit
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Hearst —Food Network Magazine: Food Truck Promotions
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Hearst Integrated Media: L’Oréal Paris: Women of Worth
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LeadDog Marketing Group: Live Your Best Life – O, The Oprah Magazine
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Meredith Corporation: 7th Annual More/Fitness Women’s Half Marathon - New York
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New Hope Natural Media - Penton: Natural Products Expo West
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Questex: International Beauty Show
- Cooking Light- Time Inc.: IKEA "Recipes for Living Well" Event Series
Back to min's 2011 Integrated Marketing Awards
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