Recognizing Marketing’s Finest
Here we present all of this year’s winning submissions, highlighting a different category each week.
PR – CORPORATE /
Distributor $101M to $400M
United Electric Supply
LinkedIn Employee Advocacy
When United was creating its strategy for a cohesive social media presence in 2021, part of the research process was to identify which employee-owners had LinkedIn profiles and whether they were active. Because many employee-owners were not active on LinkedIn, the marketing team saw an opportunity to help them learn about the benefits of the platform and created a two-phase educational approach: to first help management better understand LinkedIn and then present a broader webinar for all other employee-owners.
The company profile was first evaluated and updated with profile content and consistent branding across all social platforms. Management was provided with training so they could better share the benefits of LinkedIn and help advocate for updates and coach their teams.
A grading system was used to identify areas of opportunity within a profile and included several criteria: a compelling background image, a professional profile picture, use of a headline, use of the “About” section (particularly the first 40 characters), a cohesive experience listing, listed licenses and certifications (if applicable), and recommendations.
A 45-minute training session shared the findings of the rating system and explained the components of a fully utilized LinkedIn profile with the roles and benefits each component serves, as well as options for a one-on-one follow-up meeting with a social media specialist or a group workshop. The training presentation cited reference articles and included access to approved company-branded background images for use.
Once the profiles were either updated or put into hibernation mode (at the discretion of the employee-owner), the training was rolled out to the entire company. Everyone was encouraged to take advantage of updating their profile or disable it until a time when they felt ready to engage online. Two days of headshot photography was available so that anyone who wanted could get a headshot done at no cost. This training is now part of the onboarding process for new employee-owners.
FROM THE JUDGES: “What an innovative idea,” said the judges. “I really liked the one-on-one follow-up and how ratings increased for those who updated their profiles. And it’s great PR because everyone’s LinkedIn in profiles is representative of the company.”
Distributor $401M to $700M
NorthEast Electrical
Diversity, Equity, and Inclusion: Community Scholarships and Grants
In March 2022, NorthEast Electrical launched seven $1,000 scholarships and six $500 grant opportunities for graduating high school seniors throughout New England in a program designed by NorthEast’s DEI Committee to demonstrate support for the trades and encourage workforce diversification in the vocational fields. Applicants were asked to submit a short essay on the topic “What does diversity, equity, and inclusion mean to you?”
Supporting the program were a landing page, email campaigns, radio ads, press releases, and social media posts. Flyers and postcards were sent to all NorthEast branches and outside sales associates and distributed to local high schools. TV screens at 16 NorthEast counters also pushed custom content to customers.
FROM THE JUDGES: “We love this,” said the judges. “It’s great for both recruitment and industry awareness and it’s tightly tied to the NorthEast brand.”
Supplier More Than $250M
Acuity Brands
2022 EarthLIGHT Report
Acuity Brands has an objective to further establish itself as positioned at the intersection of sustainability and technology so that it can capitalize on two mega-trends: minimizing the impacts of climate change and maximizing the impacts of technology.
As an integral part of this strategy, EarthLIGHT reflects the company’s comprehensive approach around its ESG priorities. In fiscal 2022, Acuity made significant advancements to reduce its environmental impact, build out its values-driven culture, and enhance its governance activities.
The annual EarthLIGHT Report, which highlights key efforts to meet the company’s overall ESG initiatives, provides transparency around these efforts via distribution to various stakeholders within the industry, including investors.
The report focuses on Acuity Brands establishing its ambition to reach Net Zero emissions by 2040, advance its DEI strategy, and focus on reducing both its and its customers’ overall carbon footprint, amongst other efforts.
To help disseminate the report to industry stakeholders, several tactics were employed including a 2022 EarthLIGHT Report Webpage, a letter from ABL President to Acuity Brands independent sales network, customer e-newsletter stories, a blog post, paid LD+A newsletter placement, organic social media posts across platform, and a Global Newswire submission.
FROM THE JUDGES: “More than 100 news outlets picked up the story,” noted the judges. “Acuity really has an understanding of PR and how to leverage it for its brand.”
PR – CORPORATE / – Honorable Mentions
Legrand
Interior Design Spotlights Legrand’s dash Configurable Power Solutions
Tagged with awards, Best of the Best, marketing