Mower has struck gold at two B2B award programs sponsored by the Association of National Advertisers (ANA). The independent marketing, advertising and public relations agency, one of the largest in the U.S., was honored for its work on behalf of three B2B clients in the healthcare and manufacturing industries. In addition, ANA Business Marketing NYC selected Mower’s chief creative officer, Doug Kamp, to serve on the judging panel of the Global ACE award categories in which the agency did not compete—a testament to Kamp’s leadership reputation in the industry, earned over two decades of work with global A-list brands.
Mower’s ANA B2 wins include three gold awards for Iroquois Healthcare Association’s Caring Gene® campaign, one gold award for Carestream Dental’s “The Story Behind the Smile” and bronze for Standard Textile. The Caring Gene campaign also won a Global ACE award for Corporate Image-Brand Name while Carestream Dental was an ACE runner-up in the category of Event/Trade Show Marketing—Booth Design/Experience/Campaign. Details of the campaigns follow:
- Iroquois Healthcare Association: Caring Gene®campaign (ANA B2 gold awards for Integrated Marketing Communications Midsize Business, Lead Generation Small/Medium Business and Brand Identity; Global ACE award for Corporate Image-Brand Name.
Mower conceived a multimedia campaign, Caring Gene®, to attract candidates for hundreds of job and training opportunities in New York’s long-term care industry on behalf of Iroquois Healthcare Association. Tapping into a powerful, universal human insight—that some people are innately caring—the campaign provoked audiences to consider whether they had the “caring gene.” It led with messaging on the personal rewards of a long-term care career (“Find a job that loves you back”), followed by salary, benefit and career growth messages—all driving candidates to a microsite, caringgene.org. Encompassing a television commercial, radio ads, billboards, online ads and social media, the campaign has triggered more than 180,000 microsite visits, 50,000 job searches, and 18,000 clicks on provider career page links, measurably boosting Iroquois Healthcare Association’s recruitment efforts.
- Carestream Dental: The Story Behind the Smile (ANA B2 gold award for Event Marketing: Trade Show Marketing Program; Global ACE award runner-up in Event/Trade Show Marketing – Booth Design/Experience/Campaign)
Carestream Dental relies on the International Dental Show to reach a global audience of dental professionals with its equipment and software innovations, and turned to Mower to help it capture a large share of voice, attention and booth traffic at the show. Mower’s “The Story Behind the Smile” broke through the clutter with real-life stories of doctors helping patients, delivered in an impactful, visually compelling way: portraits of the doctors built out of words from their stories. The portraits were featured in a social campaign to drive attendees to the booth and a multi-screened monitor array in the booth. The campaign also included pre-show countdowns, teaser videos and conference speaker topics, daily video reporting from the booth, localized landing pages, a conference website, and custom portraits of employees and key thought leaders for use in social media. Incredibly busy booth traffic resulted in more than 600 leads across three regions, 400 email opt-ins, and impressive social media engagement. Jumping on the success of the campaign, Carestream Dental ultimately extended Mower’s The Story Behind the Smile concept into multiple global marketing efforts that amplified its ROI.
- Standard Textile: Website (ANA B2 bronze award for Web Presence Website Under $100K)
A decrease in organic search rankings and lead conversions led Standard Textile, a global leader in hospitality and healthcare textiles, to tap Mower to replace its website. The new site Mower designed addresses four unique market segments—healthcare, hospitality, interiors and home/retail—under a single comprehensive corporate view and is designed to drive lead generation to B2B units and traffic to its retail site. The new site’s navigation is simplified and more intuitive and its elevated aesthetic conveys the company’s category-leading innovation. It is easy to administer and features improved blog and news content. One month after the new site launched, Standard Textile experienced more lead conversions than in any previous month. Unbranded search traffic has improved 18 percent and impressions have skyrocketed.
