Company: Marketing 24/7, Inc., Trussville, AL, USA
Company Description: Marketing 24/7, consulting firm w/ expertise in developing mkting & PR plans for businesses, entrepreneurs & professionals to effectively improve their biz dev resulting in increased revenues & profits. Pres Healy gives her clients around-the-clock service & creates marketing materials, builds brand awareness & gets out her clients news by traditional mkting & by networking.
Nomination Category: Communications & Marketing Awards Categories
Nomination Sub Category: Communications or PR Campaign of the Year - Low Budget (Under $10,000 / €7000)

Nomination Title: Bluestone Building's PR & Social Media Campaign

In up to 500 words, tell the judges about the nominated campaign: its genesis, development, planning, commission, and performance to date:

When Bluestone Building owner Watson offered to build a home at no cost for an Alabama family who lost everything in the 2011 tornadoes, he turned to Marketing 24/7 who then created a massive PR blitz for a low, fixed-price knowing its efforts would also help in the state’s rebuilding. A vital part included a social media push resulting in a 1,835% increase in Facebook (FB) followers. A phenomenal undertaking, the master plan was developed & executed in less than 75 days.

Healy’s plan included:

Taking control of Bluestone’s social media, creating 36 FB photo albums with over 450 photos to enable people to follow the home’s construction & telling this story, resulted in a 1,835% increase in followers while 33% were “Talking About This”, a high percentage. Photo distribution into mainstream media was a vital technique employed. Numerous campaign photos and descriptions were shown on the state’s #1 online news site (al.com has 2.8 million monthly unique visitors).

Coordinating national coverage through Habitat for Humanity and Discovery Communications, who broadcast the building process through TLC’s 19 Kids and Counting and TWC’s Weather by the Billions, Storm Chasers added Healy’s photos to its FB with 216K followers.

Handling details that led to coverage in the state’s largest newspaper (circulation 146K) of Watson and the state’s Governor upon raising the home’s first wall.

Working with the state’s largest and second largest newspapers to ensure Watson was included in 2 front-page articles (one published at the beginning of the home’s construction and the other published when the family moved into their home days before Thanksgiving (another marketing technique strategically employed). All articles were republished via state’s #1 online news source.

Securing a front-page article in city’s newspaper (circulation 10K plus 7K FB followers) that included a photo of a memorial honoring an elderly woman who died during the tornado. In that moving photo, behind the memorial are the silhouettes of construction crews.

Ensuring Bluestone’s branding as a “green” builder and to further highlight the construction of the home as a LEED Energy Star, Healy produced a logoed, environmentally friendly, t-shirt that was worn by construction crew and family during media opportunities.

Coaching Watson in preparation of interviews and developed his key messages.

Developing a visual for media opportunities, Healy secured a “Welcome Home” banner hung on the home’s front porch.

The final photo taken by Healy and posted to Bluestone’s FB was also submitted to Storm Chasers where they agreed to post on their FB having 216K followers. That post alone secured 417 likes and 47 comments.

Producing an e-newsletter summarizing Watson’s involvement including links to published articles that was distributed to hundreds of business contacts.

Healy secured an article in MyGreenBirmingham.com and also secured an article in the National Association of Home Builders publication addressing Watson putting aside his business challenges to help those less fortunate.

Campaign results:

•1,835% increase in FB followers while 33% were “Talking About This”
•Issued e-newsletter targeted to Bluestone’s major referral sources
•6 media articles in major publications where 3 captured front-page
•Articles and photos published in state’s #1 online news source
•2 television news interviews
•2 national television show interviews

Provide a brief biography of the person or persons who lead the team that created and carried out the nominated communications campaign (up to 100 words):

Ruwena Healy founded Marketing 24/7 in 2005. Healy and Marketing 24/7’s awards are numerous and include the 2011 American Business Award, PR News’ PR Platinum Award, Clarion Award from The Association of Women in Communications, Birmingham Business Alliance’s Small Business “My Choice Award” and three-time 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 strategically. She holds a business degree from the University of Florida and a MBA from Florida State University.