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Marketing 24/7, Inc.

ABA11 Winner / How to Enter

Company: Marketing 24/7, Inc., Trussville, AL
Company Description: Marketing 24/7 provides professionals with marketing & biz development solutions. Healy founded the firm in 2005 with the mission of providing high-level marketing & biz development consulting and marketing plan development & execution to companies, entrepreneurs & professionals. The company offers unique expertise in personal & company branding to improve marketing & biz dev effectiveness.
Nomination Category: Marketing Awards Campaign Categories - Specialty
Nomination Sub Category: Small-Budget Marketing Campaign of the Year (<$3 million)

Nomination Title: Business Makeover Birmingham® (BMB®)

    Tell the story of this nominated marketing campaign for the judges (up to 500 words). Describe the genesis, planning, execution, and results to date of your campaign. If applicable, remember to describe what's unique or innovative about your campaign:

        Business Makeover Birmingham® (BMB®) is a one-year makeover contest providing
the winning candidate with pro bono services from 7 Project Partners worth
$30K+ in strategic business consulting, accounting, insurance, legal,
marketing/PR, and business services from a nationally-known university. The
marketing/PR campaign included a well-orchestrated plan with touchpoints
through newspaper, magazine, social media, internet, TV, e-newsletters, and
special events, garnering impressive RESULTS.

        Marketing 24/7 developed/implemented the marketing campaign for the BMB®
contest. Campaign components consisted of announcing the makeover and its
services, encouraging the business community to apply, announcing the 5
finalists and winner, branding the Project Partners and providing updates
regarding the winners’ makeover progress. 

        Budget
In addition to $30K+ in pro bono services, the budget was “on a shoestring,”
with an initial $12K investment, of which only 1/3 was advertising-based. The
second annual makeover investment was a $15K, of which 2/3 was advertising-
based.  Marketing 24/7 secured a free website template and hosting while
leveraging social media.  Despite the small budget, Marketing 24/7 obtained
beyond expectation results and media coverage.

        Campaign Results
During the ABA Awards timeframe, the 2009 and 2010 BMB® winners received
extensive publicity obtained by Marketing 24/7.  Below is a list of items Healy
completed and was responsible for during this campaign including a summary of
the extensive media coverage and publicity secured by Healy:
•     Planned winner’s event hosted by BMB® Project Partners where 100
businesspeople heard “lessons learned” from winner’s strategic business makeover
•     Worked with Birmingham Business Journal to publish frequent update
articles in print/online regarding BMB®  winners and competition progress
•     Inaugural winner received statewide coverage in Business Alabama
Magazine
•     Designed/placed print ads in publications soliciting BMB entries,
announcing finalists and winner
•     Made numerous in-person BMB® announcements at business and association
meetings
•     Provided media training for all Project Partners and winners which
helped spawn more awareness and coverage
•     Created online feature placement blog through b-Metro magazine
•     Created bi-weekly updates to BMB® website, LinkedIn, Twitter
•     Issued monthly e-newsletters and “best practices” articles
•     Created numerous promotional fliers
•     Developed internal e-newsletter for second BMB® winner
•     Issued release announcing BMB® logo is trademarked
•     Wrote and distributed news releases, announcing finalists/winners—
published in major publications, online, and BMB®’s e-newsletter
•     Created PowerPoint for reception, showcasing BMB®, five
finalists/winner
•     Planned and executed reception for BMB® finalists garnering media
coverage
•     Secured two two-page feature articles in b-Metro magazine (in different
months) branding Project Partners and second winner
•     Pitched and garnered articles for each winner’s business/charitable
activities
•     Landed feature Sunday Business Section article in state’s largest
newspaper for second winner

        Overall Results
With over 25 published articles, this highly successful two year campaign has
attained exceptional results including positive media coverage for all
participants, resulting in increased community awareness from the business
community, clients for the Project Partners, substantial savings and/or
revenues for the winners, and a strong following. The winners are excited over
project results and others are interested in being nominated for future BMB®
competitions.

    List hyperlinks to any online work samples, videos, images, presentations, news stories, press releases, or other documents that support your case. IMPORTANT: Begin each link with http://, and enclose each link in square brackets; for example, [http://www.youraddress.com]:

        http://www.bhambizmakeover.com/

        http://bhambizmakeover.com/index.php?option=com_content&view=article&id=66&Itemid=74

        http://www.bhambizmakeover.com/index.php?option=com_content&view=article&id=87&Itemid=84

        http://www.bhambizmakeover.com/index.php?option=com_content&view=article&id=89%3Amike-corsini&Itemid=84

        http://www.bhambizmakeover.com/index.php?option=com_content&view=article&id=67&Itemid=76

        http://www.bhambizmakeover.com/images/files/10-12%20ESS%20BMetro.pdf

        http://blog.al.com/businessnews/2010/11/on_the_record_sheila_benson_ce.html

        http://blog.al.com/spotnews/2010/11/deadline_looms_to_ship_christm.html

        http://www.bhammag.com/bhammag/nov_10_marketplace.aspx

        http://www.bhambizmakeover.com/images/files/bmetro%20Nov%202010%20article%20LOW%20QUALITY%20scan.pdf

        http://www.bhambizmakeover.com/images/files/Dreamland%2020Makeover%2020Success%2020Update(1).pdf

        http://www.bizjournals.com/birmingham/stories/2010/08/30/daily2.html

        http://blog.al.com/businessnews/2010/08/employement_screening_services.html

        http://www.bizjournals.com/birmingham/stories/2010/08/16/daily10.html

        http://www.bhambizmakeover.com/images/files/Biz%20Makeover%205%20Finalist%20Release%20August%202010%20FINAL.pdf

        http://www.bhambizmakeover.com/images/files/BMB%20Trademark%20news%20release.pdf

        http://www.bhambizmakeover.com/images/files/BMB%20Five%20finalists.pdf

        http://www.bhambizmakeover.com/images/files/dreamland%20business%20al%2007%202010.pdf

        http://www.bhambizmakeover.com/index.php?option=com_content&view=article&id=70&Itemid=78

        http://www.bizjournals.com/birmingham/stories/2010/03/08/smallb1.html

        http://www.bizjournals.com/birmingham/stories/2010/01/18/daily6.html

        http://www.bizjournals.com/birmingham/stories/2010/01/11/smallb2.html

        http://www.bizjournals.com/birmingham/stories/2010/01/11/smallb1.html

        http://bhambizmakeover.com/index.php?option=com_content&view=article&id=82&Itemid=83

        http://www.bhambizmakeover.com/images/files/http%20%20%20campaign_r20_constantcontact.pdf

        http://bhambizmakeover.com/index.php?option=com_content&view=article&id=73&Itemid=81&limitstart=1

        http://bhambizmakeover.com/index.php?option=com_content&view=article&id=64&Itemid=72

        http://bhambizmakeover.com/index.php?option=com_content&view=article&id=101&Itemid=86

        http://www.bhambizmakeover.com/images/files/BMB%20ad%20in%20Feb%202011%20issue%20of%20bmetro%20mag.pdf

        http://www.bhambizmakeover.com/images/files/BMB%20ad%20in%20bmetro%20mag%20Sept%202010.pdf

        http://www.bhambizmakeover.com/images/files/August%2012%20Reception.pdf

        http://www.bhambizmakeover.com/images/files/2x2%20Advertisement%202010.pdf

        http://www.bhambizmakeover.com/images/files/BMB%20ad%20in%20June%202010%20issue%20of%20bmetro%20mag.pdf

        http://www.bhambizmakeover.com/images/files/slide%20promo%20for%20Bus%20Makeover%20Summit.pdf

        http://www.bhambizmakeover.com/images/files/ESS%20Award%20plaque%20FINAL%20SmallerFileSize.pdf

 

    Provide a brief biography of the leader of the team that planned and executed this marketing campaign (up to 100 words):

        Ruwena Healy founded Marketing 24/7 in 2005 after 18 years experience in
banking and marketing professional services firms. 

        Healy’s awards include the 2010 PR News’ PR Platinum Award (“On a Shoestring
Campaign”), Clarion Award from The Association of Women in Communications,
Birmingham Business Alliance’s Small Business “My Choice Award” and finalist
for The Stevie Awards for Women in Business. She is a member of numerous
professional organizations and serves on the Board of Directors.

        Healy is a dynamic leader who thinks creatively and outside the box.  She holds
a B.S. from the University of Florida and a MBA from Florida State University.