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Marketing Shorts
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Business New Haven
8/24/1998
By: Deborah Ketai
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Voice Mail Worth Listening To
NEW HAVEN - The Connecticut chapter of the International Association of Business Communicators (IABC) has awarded the Bronze Quill of Excellence in the Public Relations Campaign category to Mason & Madison Public Relations. The award, presented at an annual dinner in Hartford, recognizes an outstanding media relations effort designed to accomplish a specific strategic goal.
The goal, in this case, was to enhance Bell Atlantic Mobile's community relations through HopeLine, a free, confidential voice-mail service. Using Bell Atlantic Mobile's wireless network, HopeLine provides the homeless and victims of domestic violence with a vital link to potential employers, landlords, social services and family members.
Mason & Madison originally created the HopeLine concept more than five years ago. Since the program's inception, Bell Atlantic Mobile has made the system available on a turnkey basis to appropriate agencies throughout the Northeast.
Here in Connecticut, for example, Mason & Madison worked with Attorney General Richard Blumenthal and the Connecticut Coalition Against Domestic Violence to organize and publicize a donation that brought HopeLine to every domestic violence shelter throughout the state.
The IABC award recognized a similar initiative in Massachusetts. It took Mason & Madison only three weeks to orchestrate a program in which all 32 domestic violence shelters in Massachusetts received HopeLine. The campaign was highlighted by a joint press conference with Massachusetts Gov. Paul Cellucci to help raise awareness of domestic violence.
The point of the campaign was to position Bell Atlantic Mobile as the corporate leader in the crusade against domestic violence, while encouraging other corporations to do their part. In addition, Mason & Madison aimed to establish working relationships between the HopeLine program and various agencies, community-based organizations and law enforcement groups.
Print media coverage of the Massachusetts campaign exceeded 3.5 million impressions, while broadcast viewership was estimated at 904,000 households. (Ratings were not available for cable news.) The program also generated requests from social service and law-enforcement organizations for HopeLine and other Bell Atlantic Mobile products and services.
Marketing Merger
FARMINGTON - Heagney & Ryan LLC, a full-service advertising and marketing communications firm, has acquired Olivieri Communication, a Windsor-based marketing communications agency, for an undisclosed price.
Patrick T. Ryan, CEO of the combined organization, says the acquisition “was a natural for us. Both firms are very similar in structure and size, and both pride themselves on strong and durable relationships. Our respective client list profiles are complementary, non-competitive and without conflict.”
Heagney & Ryan specializes in business-to-business communications, while Olivieri has focused for 17 years on the plastics and packaging industries. Both firms will continue to operate from their current separate locations under their individual identities, retaining all employees.
New Deals
NEW HAVEN - Ogden Entertainment, the world's largest manager of entertainment facilities, has chosen New Haven's Mascola Advertising to design and execute a print media campaign, including trade advertising, a capabilities/identity brochure and related materials.
Ogden manages more than 55 venues on four continents, including “coliseums, convention centers and sports arenas all over the globe,” says Chuck Mascola. “They put performers and events on stage, but their work is done behind the scenes. Our job is to spotlight Ogden's dominance in the entertainment industry.”
BLOOMFIELD - Visual Concepts Media recently signed contracts to produce an interview with noted explorer and Titanic discoverer Robert Ballard for Media Arts of Seattle, Wash., and a point-of-purchase and field sales training tape highlighting Enfield-based Lego Systems' new “Mindstorms Robotic Invention System.”
FARMINGTON - The Lee Co. has selected Maier Advertising Inc. to develop marketing communications initiatives for its manufacturing and engineering operations.
With facilities in Westbrook and Essex, Lee is a pioneer in the design and development of miniature fluid-control components used in aerospace, medical, scientific, machining, automotive and inkjet printing applications.
Truly Awe-ful Ads?
STAMFORD - The Medical Marketing Association has honored Marquardt & Roche/Meditz & Hackett with three gold awards and a silver award at the association's annual creative review of top medical and health care advertising, the International Awards of Excellence (“In-Awe” awards).
M&R/M&H's work for Fuji Medical Systems USA Inc. was honored in the categories of journal advertising, direct mail and sales aids.
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