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33rd Classics Awards Winners
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The Minnesota chapter of the Public Relations Society of America (PRSA) celebrated the best public relations campaigns of 2010 during the 33rd annual Minnesota PRSA Classics Awards, held at Windows on Minnesota on Thursday, March 31.  The awards banquet, emceed by FOX 9 entertainment reporter Jason Matheson and past president of Minnesota PRSA Kelly Groehler, senior manager, public relations, Best Buy Co., Inc, was attended by more than 250 communications professionals from area agencies, corporations and nonprofit organizations, as well as independent practitioners.

The highest-scoring entries in the Programs Awards category were eligible for the top honor of the evening – Best of Show. The award for Best of Show was presented to the American College of Surgeons and Weber Shandwick for “Florida Surgical Care Initiative: Setting a National Example for Quality Healthcare.”

Each year, thousands of patients are impacted and lives are lost by hospital errors and complications – equivalent to a jumbo jet crashing every day – and billions of dollars in costs are added to care for these patients. The American College of Surgeons (ACS) and the Florida Hospital Association partnered with Weber Shandwick to create the Florida Surgical Care Initiative, a program based on ACS’ National Surgical Quality Improvement Program, to prevent surgical complications, save lives, improve care and reduce costs. Program elements included development of a logo and all marketing materials, targeted media outreach, branded website, webinar and an anthem video.

Programs

Programs awards honor the best overall public relations campaigns

  •  Community Relations (Business/Industry): Transporting Twins Territory to Target Field Minnesota Twins with Weber Shandwick
  • Community Relations (Government/Nonprofit): Igniting an Outpouring of Online Giving GiveMN.org with Padilla Speer Beardsley
  • Institutional Programs (Business/Industry): Amy’s Blend Brews Hope Caribou Coffee with Exponent PR

  • Institutional Programs (Government/Nonprofit): 
    New Revenue for Non-Profit News MinnPost.com with Fast Horse Inc.
  • Special Events/Observances (Less than Seven Days – Business/Industry): Caribou Coffee Grows Hope with Amy’s Garden Caribou Coffee with Exponent PR
  • Special Events/Observances (Less than Seven Days – Government/Nonprofit): Igniting an Outpouring of Online Giving GiveMN.org with Padilla Speer Beardsley
  • Special Events/Observances (More than Seven Days – Business/Industry): Expedition 206: 365 Days, 206 Countries, 1 Mission The Coca-Cola Company with Fast Horse Inc.
  • Special Events/Observances (More than Seven Days – Government/Nonprofit): Digerati Join the United Way Dream Team United Way with Padilla Speer Beardsley
  • Public Service (Business/Industry): Pedaling to Mainstream Bikes Belong with Exponent PR
  • Public Service (Government/Nonprofit): Igniting an Outpouring of Online Giving GiveMN.org with Padilla Speer Beardsley
  • Marketing Services (Established – Budget Less Than $75,000): The Shoemaker’s Children Get Shoes Fast Horse Inc.
  • Marketing Services (Established – Budget Greater Than $75,000): FSCI: Setting a National Example for Quality Healthcare American College of Surgeons with Weber Shandwick
  • Marketing Products (New – Budget Less Than $75,000): Planting the Seeds for Success Next Big Thing with Fast Horse Inc. 
  • Marketing Products (New – Budget Greater Than $75,000): Cooking Up Rewards at the Grocery Store SUPERVALU with Carmichael Lynch Spong
  • Marketing Products (Established – Budget Less Than $75,000): Jack Link’s and The Onion Take the App World by Storm Jack Link’s Beef Jerky with Carmichael Lynch Spong
  • Marketing Products (Established – Budget Greater Than $75,000): Time’s Up, Cupcake. It’s Time for Pie! General Mills with Exponent PR
  • Crisis/Issues Management (Government/Nonprofit): 2010 Census Issues Management Program Ensures Complete Count U.S. Census with Weber Shandwick
  • Internal Communications: Attracting, Retaining and Engaging Achievement AddictsCarmichael Lynch Spong 
  • Integrated Communications (Products): Bringing Energy Efficiency into Focus with Trane Trane with Carmichael Lynch Spong
  • Integrated Communications (Services): FSCI: Setting a National Example for Quality Healthcare American College of Surgeons with Weber Shandwick 
  • Multicultural Public Relations: Expedition 206: 365 Days, 206 Countries, 1 Mission The Coca-Cola Company with Fast Horse Inc.
  • Industry Campaign of the Year (Consumer Products): Expedition 206: 365 Days, 206 Countries, 1 Mission The Coca-Cola Company with Fast Horse Inc.
  • Industry Campaign of the Year (Consumer Services): Moneyvation to Quit ClearWay Minnesota with Carmichael Lynch Spong
  • Industry Campaign of the Year (B2B): Marketing That Works – Deluxe Project REV Deluxe Corporation with Beehive PR
  • Industry Campaign of the Year (Health Care): FSCI: Setting a National Example for Quality Healthcare American College of Surgeons with Weber Shandwick
  • Industry Campaign of the Year (Nonprofit): Igniting an Outpouring of Online Giving GiveMN.org with Padilla Spear Beardsley

Elements

Elements Awards recognize outstanding individual components or tactics

  •  Brochures: Winfield Solutions Proves Seeing is Believing Winfield Solutions with Exponent PR
  • Special Purpose Publications: The 2009 Hormel Foods Corporate Responsibility Report Hormel Foods with Burson-Marsteller
  • Multimedia: FSCI: Setting a National Example for Quality Healthcare American College of Surgeons with Weber Shandwick
  • Annual Reports (Business/Industry): Conveying the Vitality of a Health Care Giant UnitedHealth Group with Padilla Speer Beardsley
  • Annual Reports (Government/Nonprofit): Impact Minnesota Zoo
  • Media Kits ($15,000 or Less): Jack Link’s Messin’ With the Media Jack Link’s Beef Jerky with Carmichael Lynch Spong
  • Media Kits (More than $15,000): Larger Than Life Granola Thins Make Media Hungry for Nature ValleyGeneral Mills with Exponent PR
  •  Newsletters: Nourishing Veterinary Know-how Nestle Purina with Exponent PR
  • Magazines (External): ‘C’ the World through CHS CHS Inc. with Exponent PR
  • Media Relations (Business/Industry – Budget Less Than $75,000): The Prairie Club: As Pure as Golf Gets The Prairie Club with Pocket Hercules
  • Media Relations (Business/Industry – Budget Greater Than $75,000): MATADOR by Jack Link’s Bold Move into Action Sports Jack Link’s Beef Jerky with Carmichael Lynch Spong
  • Media Relations (Government/Nonprofit): Igniting an Outpouring of Online Giving GiveMN.org with Padilla Speer Beardsley
  • Feature Writing: Follow These Steps to Improve Pasture Productivity DuPont Crop Protection with Exponent PR
  • Technical Writing: A Single Story Creates Competitive Safety Advantage Rockwell Automation with Padilla Speer Beardsley
  • Speech Writing: Paying Respect to Environmental Respect DuPont Crop Protection with Exponent PR
  • Websites: Linking Advocates to peopleforbikes.org Bikes Belong with Exponent PR 
  • Research: Assembling a Scrapbook for Growth Creative Memories with Fast Horse Inc.
  • Evaluation: Bringing Energy Efficiency into Focus with Trane Trane with Carmichael Lynch Spong
  • Social Media: Harvesting Online Enthusiasts for Red Gold Red Gold with Lemke Anderson
  • Creative Tactics: Staying Awake for Success Caribou Coffee with Exponent PR

ELEMENTS

 

Brochures

Winfield Solutions Proves Seeing is Believing

Winfield Solutions with Exponent PR

 

Special Purpose Publications

The 2009 Hormel Foods Corporate Responsibility Report

Hormel Foods with Burson-Marsteller

 

Multimedia

FSCI: Setting a National Example for Quality Healthcare

American College of Surgeons with Weber Shandwick

 

Annual Reports (Business/Industry)

Conveying the Vitality of a Health Care Giant

UnitedHealth Group with Padilla Speer Beardsley

 

Annual Reports (Government/Nonprofit)

Impact

Minnesota Zoo

 

Media Kits ($15,000 or Less)

Jack Link’s Messin’ With the Media

Jack Link’s Beef Jerky with Carmichael Lynch Spong

 

Media Kits (More than $15,000)

Larger Than Life Granola Thins Make Media Hungry for Nature Valley

General Mills with Exponent PR

 

Newsletters

Nourishing Veterinary Know-how

Nestle Purina with Exponent PR

 

Magazines (External)

‘C’ the World through CHS

CHS Inc. with Exponent PR

 

Media Relations (Business/Industry – Budget Less Than $75,000)

The Prairie Club: As Pure as Golf Gets

The Prairie Club with Pocket Hercules

 

Media Relations (Business/Industry – Budget Greater Than $75,000)

MATADOR by Jack Link’s Bold Move into Action Sports

Jack Link’s Beef Jerky with Carmichael Lynch Spong

 

Media Relations (Government/Nonprofit)

Igniting an Outpouring of Online Giving

GiveMN.org with Padilla Speer Beardsley

 

 

Feature Writing

Follow These Steps to Improve Pasture Productivity

DuPont Crop Protection with Exponent PR

 

Technical Writing

A Single Story Creates Competitive Safety Advantage

Rockwell Automation with Padilla Speer Beardsley

 

Speech Writing

Paying Respect to Environmental Respect

DuPont Crop Protection with Exponent PR

 

Websites

Linking Advocates to peopleforbikes.org

Bikes Belong with Exponent PR

 

Research

Assembling a Scrapbook for Growth

Creative Memories with Fast Horse Inc.

 

Evaluation

Bringing Energy Efficiency into Focus with Trane

Trane with Carmichael Lynch Spong

 

Social Media

Harvesting Online Enthusiasts for Red Gold

Red Gold with Lemke Anderson

 

Creative Tactics

Staying Awake for Success

Caribou Coffee with Exponent PR

 

ELEMENTS

 

Brochures

Winfield Solutions Proves Seeing is Believing

Winfield Solutions with Exponent PR

 

Special Purpose Publications

The 2009 Hormel Foods Corporate Responsibility Report

Hormel Foods with Burson-Marsteller

 

Multimedia

FSCI: Setting a National Example for Quality Healthcare

American College of Surgeons with Weber Shandwick

 

Annual Reports (Business/Industry)

Conveying the Vitality of a Health Care Giant

UnitedHealth Group with Padilla Speer Beardsley

 

Annual Reports (Government/Nonprofit)

Impact

Minnesota Zoo

 

Media Kits ($15,000 or Less)

Jack Link’s Messin’ With the Media

Jack Link’s Beef Jerky with Carmichael Lynch Spong

 

Media Kits (More than $15,000)

Larger Than Life Granola Thins Make Media Hungry for Nature Valley

General Mills with Exponent PR

 

Newsletters

Nourishing Veterinary Know-how

Nestle Purina with Exponent PR

 

Magazines (External)

‘C’ the World through CHS

CHS Inc. with Exponent PR

 

Media Relations (Business/Industry – Budget Less Than $75,000)

The Prairie Club: As Pure as Golf Gets

The Prairie Club with Pocket Hercules

 

Media Relations (Business/Industry – Budget Greater Than $75,000)

MATADOR by Jack Link’s Bold Move into Action Sports

Jack Link’s Beef Jerky with Carmichael Lynch Spong

 

Media Relations (Government/Nonprofit)

Igniting an Outpouring of Online Giving

GiveMN.org with Padilla Speer Beardsley

 

 

Feature Writing

Follow These Steps to Improve Pasture Productivity

DuPont Crop Protection with Exponent PR

 

Technical Writing

A Single Story Creates Competitive Safety Advantage

Rockwell Automation with Padilla Speer Beardsley

 

Speech Writing

Paying Respect to Environmental Respect

DuPont Crop Protection with Exponent PR

 

Websites

Linking Advocates to peopleforbikes.org

Bikes Belong with Exponent PR

 

Research

Assembling a Scrapbook for Growth

Creative Memories with Fast Horse Inc.

 

Evaluation

Bringing Energy Efficiency into Focus with Trane

Trane with Carmichael Lynch Spong

 

Social Media

Harvesting Online Enthusiasts for Red Gold

Red Gold with Lemke Anderson

 

Creative Tactics

Staying Awake for Success

Caribou Coffee with Exponent PR

 



Minnesota PRSA
5353 Wayzata Blvd, Suite 350
Minneapolis MN 55416
Phone: 952-564-3046
Fax: 952-252.8096
Email: office@minnesotaprsa.org

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