• Department of Defense Marketing Program
• Federal Civilian Marketing Program
• State and Local Marketing Program
• Best Private-Sector Creative Marketing Program
• Best Public-Sector Creative Marketing Program
• Best Overall Marketing Program

Department of Defense Marketing Program

• Showcase organizational thought leadership
• Demonstrate commitment to internal and external audiences
• Drive direct engagement with targeted government IT decision makers
• Expand Federal market visibility and brand awareness
• Elevate the company as an innovative organization that delivers creative solutions

• Initiated meetings with key internal stakeholders to reassess current messaging and refresh the brand
• Implemented a multi-touch awareness campaign, leveraging social media and hyper-targeted advertising including an employee video commercial introducing the "Faces of Robbins-Gioia," thought leadership videos featuring Robbins-Gioia employees as subject matter experts, banner advertisements on MeriTalk, and platform advertisements at Metro stations near targeted Federal agencies
• Coordinated public relations efforts aimed at showcasing thought leadership via editorial placement activities and speaking and award opportunity submissions

• Substantially increased market visibility – generating more than 1.5 million impressions and driving key public sector targets to the new landing page featuring Robbins-Gioia’s refreshed image
• Achieved enhanced industry recognition and penetrated new audiences
• Metro ads reached approximately 10,000 individuals weekly – the majority of whom were government employees traveling to and from Federal buildings
• The campaign landing page, AccelerateSuccessNow.com, received over 1,500 visits.
• The campaign generated nearly 100,000 impressions through its sponsorship with MeriTalk and 1.3 million impressions through The Washington Post
• Secured 16 speaking engagements and resulted in an increase in bylined article placements by 80 percent over the previous year.

Federal Civilian Marketing Program

• Take the Symposium to the next level – transitioning from a single vendor, product-focused event to an industry-funded, public/private information exchange platform and peer networking event, where attendees would not only learn about security offerings, but also have an opportunity to dialogue in an informal setting with government information, security and management professionals

• Advisory Group: Assembled an Advisory Group, composed of senior government and industry representatives, to provide guidance and suggestions on session content and potential speakers, as well as spreading the word among their peers and colleagues
• Program Development: Event was broken into five program tracks, with a good mix of government and industry speakers
• Marketing: Used both push and pull strategies – including market research, public relations, microsite development, e-mail marketing, and grass roots campaigns – to drive registration
• Sponsorships: The team drove home the importance of public/private partnership when selling sponsorships for the event. Symantec and O’Keeffe & Company also worked closely with the event sponsors to launch an integrated e-mail marketing campaign
• Logistics: Focused on precise execution and project management to ensure that the event ran flawlessly

• Secured 1,197 pre-registrants
• Increased attendees from approximately 500 in 2007 to 928 in 2008 (including 292 onsite registrants). Nearly half of attendees were from government – of which 82% were civilian, 11% were DoD, and 7% were state/local
• Effectively positioned Symantec as a thought leader – attendees rated the event a 4.59 on a scale of one to five
• Secured 51 speakers; more than half (28) were from government
• Increased number of sponsors from 16 in 2007 to 30 in 2008

State & Local Marketing Program

• Position CDW-G as a leading provider of public-safety technology solutions and increase public-safety sales by 25 percent year over year
• Educate agencies about industry-leading IT products and solutions and demonstrate the depth and breadth of CDW-G’s technical capabilities and geographic reach
• Demonstrate tangible return on investment on IT spending to its current and potential customers

• Dedicated one-third of annual $3.8 million marketing budget to this campaign. The campaign was comprised of a public-safety focused microsite, national advertising, a quarterly customer newsletter, direct mail and live technology demonstrations
• Creatively employed split advertising in Government Technology, ensuring only readers involved with public safety saw campaign advertisements
• Developed a Public Safety Solution Guide, a reference tool for public-safety departments placed in Emergency Management magazine, outlining five solutions offered by CDW-G and providing three case studies
• Developed quarterly public-safety newsletter, Public Safety News, which brought public-safety issues, solutions, and agency successes to current and potential customers
• Event component, OpCom, featured four real-time demonstrations of emergency response technology around the nation – bringing CDW-G’s capabilities to life

• Exceeded its goal of a 25 percent public-safety revenue increase – demonstrating a 36 percent increase year over year
• Microsite received more than 9,700 viewings and produced significant leads for public-safety account managers
• National advertising campaign reached more than 54,000 qualified public-safety decision makers, while the quarterly newsletters were distributed to CDW-G’s entire public safety customer base
• OpCom events reached more than 270 public-safety officials, a twentyfold increase from 2007
• Allowed CDW-G to demonstrate, firsthand, how it can tailor solutions to meet individual agency requirements, allowing emergency responders to focus on their core mission – saving and protecting lives

Best Private-Sector Creative Marketing Program

• To drive 7,500 new BlackBerry activations under pertinent Federal contracts. BlackBerry manufacturer Research in Motion (RIM) targeted mid-level Federal workers (GS8 to GS11) inside the District of Columbia’s Capital Beltway

• Reach the target audience on their way to and from work, especially during morning rush hours, and drive them toward BlackBerry smartphone offers
• Fight a negative stereotype that had attached to the brand: "CrackBerry" – an enabler of workaholism, and appeal to mid-level Federal employees by convincing them that improving professional effectiveness would deliver personal benefits
• Enlisted agents into the campaign to make offers on specific smartphone devices, and O’Keeffe & Company developed a microsite featuring all BlackBerry smartphone and accessory offers. The microsite also featured information on BlackBerry products, links to pertinent software solutions, BlackBerry "tips and tricks," and directions to "Power Up Day" field events
• Advertising campaign included D.C. Metro trains, bus shelters, online and newspaper advertisements to drive traffic to the site. Eight "Power Up Day" field events, at four select Metro stops over six weeks, promoted the smartphone offers directly to Federal commuters
• Partnered with the Telework Exchange to host a reception for over 200 Capitol Hill staffers, highlighting issues driving Federal telework

• Smartphone brand surveys of Federal workers in D.C. found that preference for the BlackBerry brand increased from 24 percent pre-campaign to 42 percent post-campaign
• Microsite traffic exceeded all expectations, drawing 54,623 unique visitors by campaign’s end, as well as over 18,200 visits to its smartphone offers page
• The field events literally touched over 35,000 D.C. commuters, not including passersby

Best Public-Sector Creative Marketing Program/Best Overall Marketing Program

• Bring visitors closer to the Library of Congress treasures and the stories behind them through engaging, interactive experiences that seamlessly connect the onsite and online visit
• To create, sustain, and evolve an interactive, innovative experience with the Library of Congress to inspire life-long learning and creativity for an expanding and diverse audience

• By transforming the usual presentation of static collections to an interactive, technology-driven presentation of multimedia exhibitions, the Library of Congress Experience (LCE) has revolutionized visitor access to the institution’s unparalleled collections
• The Library of Congress worked with Sapient Corporation to bring this experience to life by harnessing the power of marketing and technology
• Through a series of intense workshops, the team identified clear program goals and requirements. One key feature was the governance framework established to promote successful project execution by establishing a Library-wide, cross-functional core team to coordinate program management

• Visitor traffic to the Jefferson Building is up nearly 50 percent over the previous year
• A total of 50,000 users have registered for myLOC accounts with the on-site activation of the "Passport to Knowledge" steadily climbing since introduction in December
• The web video introducing the LCE has been accessed by myLOC.gov users over 170,000 times since its launch.
• myLOC.gov continues to experience a steady increase in users with the number of visitors up 39 percent in the last six months. Online visitors represent 170 countries throughout the world