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McKinsey Development, Inc.

Gold Stevie Award Winner 2012, Click to Enter The 2013 Steve Awards for Women in Business

Company: McKinsey Development, Inc., Warrenton, VA, U.S.A.
Company Description: McKinsey Development, an integrated marketing firm with nine employees, is located in Washington, D.C. metro area. Founded in 2009 by our president, Crystal McKinsey, McKinsey believes that every brand has a unique story that is brought to life through creative marketing element choreography and integration.
Nomination Category: Communications & Marketing Awards Categories
Nomination Sub Category: Consumer Marketing Campaign of the Year

Nomination Title: Blue Ridge Orthopaedic & Spine Center -- World Class Care, Right Here, Right Now

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:

A successful marketing campaign is about more than simply creating brand awareness—it’s about creating brand engagement, positive brand sentiment, an army of brand evangelists, and ultimately a significant return on client investment.

Applying the aforementioned methodology, McKinsey Development has transformed a Washington D.C. metro orthopaedic and spine center into a regionally renowned center of excellence.

The campaign has utilized a variety of internal and external cross media channels, including: a complete rebranding and re-launch of the organizations website, branded collateral for each orthopaedic center of excellence, outdoor advertising, on and offline advertising initiatives, community events, television commercials, public relations, blogging, social media—and more.

Efforts to engage the orthopaedic practice with the community have proven especially effective for the organization, as demonstrated by the growth in their Facebook fan base and positive feedback captured through patient testimonial videos. Featured community events have included client-hosted food drives, blood drives, complimentary community health lectures and an inaugural 5k race which raised over $20,000 for local non-profit organizations and the sports medicine departments of area high schools.

Marketing campaign results have included multi-million dollar growth in annual revenue, a Facebook following of over 2,000 individuals, thousands of monthly website visits and “Best of Warrenton” recognition for the organizations physical therapy center for two consecutive years.

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

Crystal McKinsey has extensive experience in developing and expanding organizations through effective marketing and business development campaigns. She founded McKinsey Development in 2009, and has steadily grown the company by adding clients from a variety of different industries and verticals. Crystal categorizes the McKinsey Development approach to marketing as both engaging and theatrical. She believes every brand has a unique story that is brought to life through creative marketing element choreography and integration. She balances her time at the firm between leading several award-winning accounts and maintaining agency standards of excellence across all division outputs.