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“Pinnacle Business Awards” Promotion Campaign: Program - Greater Raleigh Chamber of Commerce

2014 ACE: Award of Excellence

The Pinnacle Business Awards recognizes the success of businesses in Raleigh. The only awards program of the Greater Raleigh Chamber, this lunchtime event features named awards presented by sponsors and Chamber awards that laud business growth and profitability. All awards are judged by a set committee. This campaign set out to communicate the courage, commitment, and conviction the applicants embarked to start and run a successful business. Each winner needed to feel that their hard work was seen and know that it was worth the risk.  See also the related Email.


Date: February 16, 2015
Organization: Greater Raleigh Chamber of Commerce
Chamber Website: http://www.raleighchamber.org
City: Raleigh, NC
Community Peer Group: Metro Cities
Revenue Category: $2,000,001 and up

“Pinnacle Business Awards” Promotion Campaign: Program - Greater Raleigh Chamber of Commerce

SYNOPSIS:

Needs Assessment

The tradition of the Pinnacle Business Awards began in 1984 when the Greater Raleigh Chamber of Commerce recognized its first Entrepreneur of the Year. As the years have passed, some formalities have changed, and we have had the opportunity to commemorate more of our local businesses with additional awards. But the most important element of this event has remained the same throughout its history—honoring our Triangle entrepreneurs.

Objective

The Pinnacle Business Awards recognizes the success of businesses in Raleigh. The only awards program of the Greater Raleigh Chamber, this lunchtime event features named awards presented by sponsors and Chamber awards that laud business growth and profitability. All awards are judged by a set committee. This campaign set out to communicate the courage, commitment, and conviction the applicants embarked to start and run a successful business. Each winner needed to feel that their hard work was seen and know that it was worth the risk.

Execution

These visionaries took unprecedented risks and this concept was reflected from the first email all the way through closing event credits. This program recognized the leap of faith each of them took—and the success they realized.

Call for entry email—setting the stage for the visual of risk and reward, this target communication informed business leaders of the opportunity to apply

Event website—as the one stop place for all information about each available award and the event, this reflected the message of the challenges business owners faced

Invitation—a printed piece mailed to members to create excitement for the event

Attendance email—an electronic invitation to reinforce the direct mail invitation

Triangle Business Journal ad—strategically placed ad to reach business leaders for attendance

Program—printed piece to recognize winners and sponsors

Master award winner videos—motion graphics created on projected on mountainous forms shared the insight of master winners (awarded to past winning companies that have won steady growth and profitability awards more than three times). 

Budget

Expenses $84,985

Revenue $74,364

Net Revenue $10,621

Results

The business community connected with the campaign and program. The email open rate encouraging more than 3,000 business owners and managers to apply for the awards averaged 25.1 percent. When the email invitations went to that audience, the open rate averaged 25.9 percent. Attendance increased by 19.2 percent over the previous year, and the net revenue soared by 83.9 percent.

Video Links

Leap of Faith: David Hicks, North State Acceptance

Leap of Faith: Chris Eddy, Career Foundations, Inc.

Leap of Faith: Diane Kuehn, VisionPoint Marketing

Leap of Faith: Jerry Norris, Network South, Inc.

Leap of Faith: Robert Buehler, MMI Public Relations

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