Announcing the GOLOCAL Awards Finalists
BIA/Kelsey is pleased to announce the finalists for the GOLOCAL Awards, which celebrates the best in local marketing initiatives deployed by national brands.
We had 36 entries in total from leading U.S. and Canadian brands with local marketing efforts. Nine finalists have been selected, three from each category of the competition: sales/revenue, innovation and strategic use of digital marketing.
Come and hear from the finalists at the session, The GOLOCAL Awards: Demonstrations and Competition, where they will present top learnings from their submission. We will also announce a winner from each category.
We thank everyone who participated and look forward to the final stages of the competition.
"Love Your 'Hood'"
With a concise and simple call to action, Vicinity, one of Canada's fastest growing loyalty networks, captured the attention of Canadian consumers and businesses alike, inspiring them to demonstrate their pride of neighborhood. The goal of the campaign was to launch the Vicinity brand in Canada to both prospective retail merchants and retail shoppers. A digital and print campaign was launched across a variety of targeted channels to drive calls to action. The results were tangible, with over 136 businesses and over 25,000 new cardholders signing up. Other results included a 62% increase in point transactions and an 81% increase in rewards redeemed.
"Quiznos"
"Bundled Solutions"
To drive sales, YP implemented a marketing approach where multiple digital products were packaged together into one bundled solution. The package consisted of search, online listings management and mobile display, offered at a flat rate to provide more value to advertisers and to increase profitability for YP. For YP's clients, the simplified purchase process and reduced customer acquisition costs led to a higher return on client investment. This program also drove $1.2 million in YP revenue and reduced lead costs for clients.
JUDGES
Our panel of expert judges represent all corners of local media:
- Tom Bates, Entrepreneur-in-Residence, Georgia Tech
- Matt Booth, CEO, Connectivity
- Brian Costello, Chairman & CEO, Maple Farm Media and Managing Partner Costello Group, LLC
- Kerry Hatch, Principal, KDH Associates
- Rhonda Hills, Digital Marketing Executive
- Dave Walker, co-Founder & CEO, bizHive.com
"Something Scary Could Be Heading Your Way!
"AAA Carolinas Web & Mobile Locator"
AAA Carolinas, which serves customers in North Carolina and South Carolina, competes in a very crowded space where insurance providers, car care specialists, and travel agencies battle for customers and top search engine rankings across both states. To stand out, AAA Carolinas needed an integrated solution that ensured accurate business information was available no matter where or how a consumer chose to find it. In partnership with Placeable, AAA Carolinas leveraged a flexible, scalable location-marketing solution to manage and normalize location data and easily deploy it across its own website, search engines, and social networks. Since the launch, the locator has driven outstanding organic and mobile traffic growth and provided AAA customers with an improved customer experience.
"Mobile Shines Bright on Broadway's MAMMA MIA!"
Partnering to launch the first mobile campaign for Broadway's MAMMA MIA!, xAd and Situation Interactive designed a campaign to target Manhattan residents and NYC tourists. The campaign consisted of local place-based targeting, combined with real-world mobile behavioral data, to determine the optimal times and areas to reach audiences as they moved throughout the city. Ads were focused around key points of interest, including the city's airports and hotels, as well as Times Square and ticket booths. The result of this campaign was an increase in ticket sales directly related to this effort.
Conn's V-Circular
Conn’s V-Circular campaign was an innovative approach to reaching local consumers on a national level. The goal of the campaign was to support the opening of a new geographic market and drive local foot traffic and offline sales to a half dozen new stores. Eyeview and Shoplocal, a G/O Digital company, provided relevant price and item information from the closest store to the user. The campaign auto-created more than 2,500 locally versioned video ads. It optimized audiences across five key segments to ensure the right products were delivered to the right audiences. The end result leveraged both offline and online data to better speak to consumers. The execution drove lifts in CTR and post impression activity, and the reporting delivered unique insights into performance by featured store and per product. Conn’s has since expanded its V-Circular to target all markets and also deliver Spanish-language versions.
Walmart Christmas Countdown 2013
Tribune Broadcasting
