Annual Competition Recognizes Outstanding Creative and Results
May 18, 2018; CHESTERBROOK, PA – DMW received four “Benny” Awards from the Philadelphia Direct Marketing Association (PhillyDMA). The 2018 Benjamin Franklin Awards for Marketing Excellence, which are judged on a blend of strategic insight, creative excellence and actual in-market response, were presented at the annual PhillyDMA event.
The awards received by DMW were all in results-driven categories for client work and showcase the agency’s ability to drive response across a range of direct marketing channels as well as industries:
- “We Asked” DRTV spot created for Premera Blue Cross won the Broadcast TV category. The engaging commercial targeted Medicare “switchers” who were already signed up for a competitors’ plan. By week five leads had already surpassed goal with just 58% of budget spent. The full 10-week campaign delivered nearly 300% more leads — at one-third of the target CPL.
- A Facebook campaign for Delta Dental took top honors in the Interactive Social Media category. These ads generated up to 236% higher click through rates (CTR) directly leading to exceeding enrollment goals. This campaign was the latest tactic in a multi-year cross-channel campaign (view case history) that drove up membership 280% nationwide, with year-over-year digital enrollments up 91%.
- The website for Johns Hopkins Advantage MD won in the Interactive – Banner Ads, Website, Microsite, Landing Page — category. The engaging and welcoming site sought to educate and inform while generating leads. Compared to the previous year, 46% more site visitors, 72% more conversions, and engaged visitors spending 51% more time on site contributed to an overall 25% increase in sales over 2016.
- “Nothing Is Stopping You DM” was recognized in the Direct Mail B-to-C (lead generation or retention) category for a Philadelphia-based health insurer. The oversized DM piece stood out in the mail pile and practically begged to get opened. This campaign boasted a 170% higher response rate (1.07% vs. 0.39%), yielding 2,000 lead responses.
“As always, we’re not only proud of the strategic vision and creative execution from our agency-wide team, these winners reflect our dedication to driving hard, empirical sales results for our clients” said Bill Spink, EVP and Chief Creative Officer of DMW. “Being recognized across varied categories in a competition as tight as the Bennys is a tangible demonstration that we’re not only on the right track, but often ahead of it.”
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About the PhillyDMA Benjamin Franklin Awards
The Benjamin Franklin Awards for Direct Marketing Excellence (“Bennys”) honor the significant achievements of direct marketers in the Greater Delaware Valley; recognize outstanding work within the direct marketing arenas; and foster pride, competition and the free exchange of ideas among members of the Philadelphia direct marketing community. This annual competition has been held by the Philadelphia Direct Marketing Association for more than 40 years and represents a hallmark of success in the community.
DMW is an award-winning, full-service direct response agency with over 30 years’ experience in digital, print, direct mail, DRTV and radio across categories as diverse as health care, software, outpatient medical services, financial products and credit unions, auto and life insurance. Our clients rely on us to produce successful, multi-channel marketing campaigns that feature data insight, media placement and analysis, digital/mobile expertise, and breakthrough creative. We’re driven by core values that motivate us to do great work and Inspire Direct Results. To learn more, please visit www.dmwdirect.com.