2008 Beacon Awards Winners: Integrated Communications
by Staff -- Multichannel News, 4/6/2008 8:00:00 PM
Cable System 1
Growing a Successful Grassroots Team
Time Warner Cable/Waco
Waco, TX
With legislative reforms putting the cable industry at risk, consistent employee grassroots involvement kept enthusiasm strong for government relations initiatives. The involvement of employees from departments across the company was a vital link to maintaining successful government relations. The grassroots team reinforced positive involvement in the legislative process by teaching employees to advocate for change. Through grassroots team efforts, PAC membership increased far above set goals and membership levels increased in every department. Throughout the PAC campaign, strong teamwork presented a united front to Waco Division employees as well as to elected officials.
Cable System 2
Cox Music and Movie Series
Cox Communications
Omaha, NE
Cox Omaha had just finished a challenging channel reclamation effort. It was also in the middle of a retransmission consent agreement where the broadcaster pulled its HD signal from the Cox lineup. To make matters worse, its advertising branch, Cox Media, was struggling to meet its revenue goals. To help Cox rebound from negative press and improve revenue for all sides of the business, the Public Affairs team launched Cox Music and Movies. The event was free to the public and drew more than 2,100 attendees. The series led to new or enhanced relationships that generated more than $100,000 in revenue, thank you letters from business clients and residential customers as well as 10 media impressions.
Cable System 3
United Way Triple Play 2008 Campaign
Comcast
Pittsburgh, PA
Each year Comcast generates monetary donations for the United Way through employee payroll deductions. The objective for the 2008 campaign was to increase employee participation by 30 percent from the previous year, as well as raise a record-breaking dollar donation. Instituting a multi-faceted approach, Comcast Three Rivers Region established a Leadership Team (representing various departments) who then recruited field champions. Combining sponsorships, public service announcements, special events, contests, and internal communications to inspire, motivate and activate, Comcast employees responded, and the company achieved the desired results.
Cable Network 2
DIY Network’s Blog Cabin
Scripps Networks
Knoxville, TN
Would you let your neighbor decide what color your living room should be? How about what your fireplace or countertops are made of? With DIY Network’s Blog Cabin, the whole world was invited to weigh-in on elements of a fabulous log cabin nestled in the foothills of the Great Smoky Mountains. To achieve audiences on multiple platforms, the press, marketing, on-air and online teams worked in unison to utilize traditional and innovative communications vehicles. The results exceeded expectations and led to Blog Cabin being renewed for a second season in ’08.
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