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 April 2007 PRODUCER FUNDED PUBLIC RELATIONS PROGRAM TO AG AUDIENCES CLIENT: Beef Checkoff Program / Cattlemen's Beef Bd and Nat'l Cattlemen's Beef Assn., Centennial, CO - Kendal Frazier AGENCY: In-house MESSAGE: To educate cattle producers and others with the appropriate tools to help improve school wellness policies in their communities. AUDIENCE: Cattle producers and others in agriculture, school and school district officials, community leaders and parents MERIT: Dairy Management Inc. / The Integer Group NATIONAL FINALISTS: Northeast Beef Promotion Initiative-a Project of the Cattlemen's Beef Board / In-house United Soybean Board / Osborn & Barr Communications PRODUCER OR COMPANY-FUNDED PUBLIC RELATIONS PROGRAM TO CONSUMERS CLIENT: National Watermelon Promotion Board, Orlando, FL - Leslie Coleman AGENCY: In-house MESSAGE: To promote the consumption of watermenon in the U.S. and Canada, the primary export market. AUDIENCE: Women 35-54; cooking enthusiasts; health enthusiasts; health-related diet modifiers; children; nutrition and health care professionals; teachers; foodservice professionals and Hispanic groups MERIT: Council for Biotechnology Information / Fleishman Hillard NATIONAL FINALISTS: National Cattlemen's Beef Association / Edelman 4-H Canada / AdFarm NEWS OR FEATURE ARTICLE CLIENT: John Deere Worldwide Commercial & Consumer Equipment Division, Cary, NC - Bill Kluto AGENCY: Osborn & Barr Communications, St. Louis, MO - Liz Suter-Van Leer MESSAGE: To reinforce to the rural lifestyle market that John Deere is very much aware of the increasing role women are playing in today's equipment purchasing decisions. It also reasserts that John Deere and its dealers are committed to meeting the needs of female buyers. AUDIENCE: Rural lifestyle market, women MERIT: One Grower Publishing / In-house NATIONAL FINALISTS: Michigan Farm Bureau / In-house Syngenta Crop Protection / Gibbs & Soell, Inc. - Raleigh CHS Inc. / Colle+McVoy Farmer Mac / Gibbs & Soell, Inc. Dow AgroSciences / Bader Rutter & Associates, Inc. NK Brand / Gibbs & Soell, Inc. John Deere Worldwide Commercial & Consumer Equipment Division / Osborn & Barr Communications PERSUASIVE WRITING CLIENT: CHS Inc., Inver Grove Heights, MN - Lani Jordan AGENCY: Colle+McVoy, Minneapolis, MN - Cynthia Clanton MESSAGE: To convince the audience that the CHS Board of Directors is providing the level of quality leadership essential to keeping the cooperative on a path to continued success. AUDIENCE: 3,000 farmer-owners, cooperative managers and customers MERIT: CHS Inc. / Colle+McVoy NATIONAL FINALISTS: McDonald's Corporation / Morgan&Myers Valent USA Corporation / archer>malmo Alliance for the Future of Agriculture in Nebraska (A-FAN) / David & Associates United Soybean Board / Osborn & Barr Communications Engineered Storage Products Company / OPEN ROADS NEWS RELEASE CLIENT: NK Brand Seeds, Golden Valley, MN - Bev Larson AGENCY: Gibbs & Soell, Inc., Hoffman Estates, IL - Rosie Ralston MESSAGE: To esablish NK Brand field agronomists as local resources and industry experts. To motivate growers to scout their soybeans and to point out what to look for when they do rediscover the lost art of scouting. AUDIENCE: Soybean growers throughout 12 Midwestern states (IL, IN, IA, KS, MI, MN, MO, NE, ND, OH, SD, and WI) MERIT: Schering-Plough Animal Health's Global Animal Management / Fleishman Hillard NATIONAL FINALISTS: Cattlesoft, Inc. / In-house Georgia-Pacific Corp. / Gibbs & Soell Inc. United Soybean Board / Osborn & Barr Communications Case IH / Morgan&Myers Cotton Incorporated / Harvest PR & Marketing, Inc. Bayer CropScience / Rhea and Kaiser Marketing Communications Valent USA Corporation / archer>malmo EVENTS - CUSTOMER EVENTS CLIENT: McDonald's Corporation, Oak Brook, IL - Tara Hayes AGENCY: Morgan&Myers and Golin Harris (Cooperative Consumer Agency), Waukesha, WI - Judy Rupnow MESSAGE: To demonstrate McDonald's quality leadership in meeting consumer expectations in food safety, innovation and social responsibility. AUDIENCE: Agricultural and commodity group influentials; Trade and consumer media; McDonald's suppliers; Academia and selected consumer non-governmental organizations MERIT: New Holland North America / H.B. Fritz & Associates, Inc./Maclay & Shoemaker Graphics NATIONAL FINALISTS: Syngenta Crop Protection / Gibbs & Soell, Inc. Ethanol Promotion and Information Council (EPIC) / Broadhead + Co, Inc. The Idaho Potato Commission / Evans, Hardy + Young BASF Agricultural Products / Quarry Integrated Communications Pfizer Animal Health / Charleston/Orwig (2) Syngenta Crop Protection / Gibbs & Soell, Inc. - Raleigh FMC Corporation / Nicholson Kovac Inc. Minneapolis Grain Exchange / Idea Outpos Iowa Soybean Association / In-house EVENTS - INTERNAL EVENTS CLIENT: Pfizer Animal Health, New York, NY - Rebecca Teets AGENCY: Rhea & Kaiser Marketing Communications, Naperville, IL - Sarah Mikesell MESSAGE: To inform and educate the dairy industry on the differences in using EXCEDE for lactating dairy cattle compared to traditional antibiotics. AUDIENCE: Pfizer Animal Health dairy sales force including staff veterinarians, area sales managers and territory managers MERIT: North Dakota Soybean Council / AdFarm NATIONAL FINALISTS: Delta & Pine Land Company / Brighton Agency, Inc. CHS Inc. / In-house EMD Crop BioScience / AdFarm COMPANY& ASSOCIATION NEWSLETTERS - EXTERNAL TO FARMERS, GROWERS & RANCHERS CLIENT: The Idaho Potato Commission, Eagle, ID - Frank Muir AGENCY: Evans, Hardy + Young, Santa Barbara, CA - Dennis Hardy MESSAGE: To create an updated communications vehicle to promote the Idaho Potato Commission's work and keep key audiences informed and in the know regarding issues facing the industry and future trends to watch. AUDIENCE: Idaho potato growers, shippers, processors and distributors MERIT: Michigan Farm Bureau / In-house NATIONAL FINALISTS: Dow AgroSciences / Bader Rutter & Associates, Inc. PIC / In-house Bayer CropScience / AdFarm FMC Corporation / Nicholson Kovac Inc. Ohio Soybean Association / Carl Graphics Printing Company Bayer CropScience / Rhea and Kaiser Marketing Communications Farm Credit Services of Illinois / In-house COMPANY & ASSOCIATION NEWSLETTERS - EXTERNAL TO DEALERS, DISTRIBUTORS, ETC. CLIENT: ARM & HAMMER Animal Nutrition, Princeton, NJ - Scott Morey AGENCY: Charleston/Orwig, Hartland, WI - Brittany Steuer MESSAGE: The Stall Street Journal educates the dairy industry on the untapped profit potential that lies within feeding practices. By incorporating both producer and nutritionist testimonials with university and field trial research, it outlines a realistic and achievable profit in an easy to read and unforgettable format. AUDIENCE: Dairy producers, nutritionists, distributors and the media MERIT: Ethanol Promotion and Information Council / Broadhead + Co, Inc. NATIONAL FINALISTS: John Deere Risk Protection / In-house Agriliance / Albarella Design Ecolab, Inc. / Filament Marketing COMPANY & ASSOCIATION MAGAZINES EXTERNAL CLIENT: BASF Corporation, Research Triangle Park, NC - Amie Dunn AGENCY: Padilla Speer Beardsley Inc., Minneapolis, MN - Megan Fairchild Anderson MESSAGE: The purpose of TimberLines is to be a leading source of information about sustainable forestry, responsible stewardship and best practices for tree farmers and forestry professionals nationwide. AUDIENCE: Tree farmers/forest landowners, consulting foresters and applicators throughout the U.S. MERIT: Pioneer Hi-Bred International, Inc. / McCormick Company NATIONAL FINALISTS: Merial / Progressive Farmer Custom Publishing BASF Professional Vegetation Management / Winnercomm, Inc. & Padilla Speer Beardsley Case IH / Cygnus Business Media Ohio Soybean Association / Iowa Soybean Association 1st Farm Credit Services / Custom Graphics Dow AgroSciences / AdFarm COMPANY PUBLICATIONS - INTERNAL CLIENT: Pioneer Hi-Bred International, Inc., Johnston, IA - Julia Morrissey AGENCY: McCormick Company, Kansas City, MO - Alan Bell MESSAGE: To provide information that helps Pioneer sales representatives and dealers do a better job serving Pioneer customers. AUDIENCE: Sales representatives and dealers working with Pioneer customers and their supporting staff MERIT: CHS - Land O'Lakes / Colle+McVoy NATIONAL FINALISTS: ABG / In-house Agriliance / Colle+McVoy COMPANY PUBLICATIONS - ANNUAL REPORT CLIENT: West Central, Ralston, IA - Sarah Dorman AGENCY: Innova Ideas and Solutions, Ames, IA - Sarah Teske MESSAGE: The 2006 Annual Report Our Stories was published to communicate to members the state of the cooperative, and to give a brief overview of the organization's long-range strategy. AUDIENCE: Cooperative members, potential members, business partners, civic organizations, political leaders and special guests MERIT: Dow AgroSciences / AdFarm NATIONAL FINALISTS: East Carolina Farm Credit / AgriBusiness Communications Group Progressive Agriculture Foundation / Morgan&Myers U.S. Grains Council / In-house Cattlemen's Beef Board / National Cattlemen's Beef Association Foremost Farms USA / Morgan&Myers RADIO/AUDIO NEWS CLIENT: The Nutrients for Life Foundation, Washington, D.C. - Kathy Mathers AGENCY: Fleishman Hillard, Houston, TX - Jamie Greenheck MESSAGE: To highlight fertilizer's benefits in reviving lawn and gardens from the stress of summer and to encourage consumers to conduct fall soil tests. AUDIENCE: Urbal and rural homeowners, gardeners, and plant owners of all ages who want to improve the health of their lawn or garden MERIT: Dairy Management Inc. / The Integer Group and Baxter Communications, Inc. NATIONAL FINALISTS: Pioneer Hi-Bred International, Inc. / McCormick Company TELEVISION NEWS CLIENT: Council for Biotechnology Information, Washington, D.C. - Karen Anderson AGENCY: Fleishman Hillard, Dallas, TX - Colleen Parr MESSAGE: To increase awareness and acceptance of biotech crops. AUDIENCE: Opinion leaders MERIT: Companion Animal Parasite Council / Blasdel Cleaver Schwalbe Communications NATIONAL FINALISTS: United Soybean Board / Osborn & Barr Communications and Baxter Communications, Inc. Cargill Animal Nutrition / BOOST, Inc. ELECTRONIC PUBLICATIONS CLIENT: Merial Limited, Duluth, GA - Steve Vandeberg AGENCY: Bader Rutter & Associates, Inc., Brookfield, WI - Wendy Mayo MESSAGE: To generate interest and understanding among target audiences of key and timely bovine health topics, including: parasite control; calf preconditioning; seasonal disease prevention and treatment; animal husbandry innovation; dairy whole-herd health; proper vaccine and antibiotic usage. To increase awareness of credible information available from Merial experts. AUDIENCE: 3,500 beef and dairy media; Beef and dairy extension specialists; University scientists; Veterinarians; Key distributor sales representatives; Merial internals; General agriculture media MERIT: Red River Farm Network / In-house NATIONAL FINALISTS: CHS - Land O'Lakes / Colle+McVoy Dairy Management Inc. / The Integer Group Merial Limited / Bader Rutter & Associates, Inc. BASF Agricultural Products / Quarry Integrated Communications Almond Board of California / Broadhead + Co, Inc. Syngenta Crop Protection / Gibbs & Soell, Inc. Web Site - Directed to Farmers, Growers or Ranchers CLIENT: Case IH North America, Racine, WI - Julie Rudnick AGENCY: Colle+McVoy, Minneapolis, MN - Ann Strong MESSAGE: To demonstrate the advantage of Case IH over its competitors with the launch of its new Steiger Series. AUDIENCE: Large producers farming 1,000+ acres of corn, soybeans or wheat MERIT: New Holland North America / Colle+McVoy NATIONAL FINALISTS: BASF Turf & Ornamentals / Winnercomm, Inc. (2) Dow AgroSciences / Bader Rutter & Associates, Inc. EMD Crop BioScience / AdFarm Kubota Tractor Corp. / Paulsen Marketing Ohio Soybean Council / TCS Software ISA / Jones & Thomas, Inc. WEB SITE - EDUCATIONAL FOCUS, DIRECTED TO CONSUMERS CLIENT: Bayer CropScience, Research Triangle Park, NC - Steve Meister AGENCY: VML, Kansas City, MO - Doug Newman MESSAGE: To provide an online resource for Bayer CropScience seed treatment products. AUDIENCE: Seed treaters, conditioners and retailers COMPANION ANIMAL ADVERTISING CAMPAIGN CLIENT: Wyeth Animal Health, Guelph, Ontario - Derek Groff AGENCY: Adculture Group Inc., Minnetonka, MN - Jim Gresham MESSAGE: Leptospirosis is a growing risk to dogs, dog owners and veterinary clinic staff in urban centers and only LeptoVax 4 or Duramune 9 or 10 vaccines provide the most complete protection against four of the most common and clinically significant types of leptospira bacteria. AUDIENCE: Veterinarians, veterinary technicians, veterinary clinic practice managers MERIT: American Association of Equine Practitioners & Fort Dodge Animal Health / Latorra, Paul & McCann NATIONAL FINALISTS: Tennessee Farmers Co-op / In-house Pfizer Animal Health / Rhea & Kaiser Marketing Communications Nutrena / David & Associates TURF & ORNAMENTAL ADVERTISING CAMPAIGN CLIENT: BASF Turf & Ornamentals, Research Triangle Park, NC - Bryan Brochin AGENCY: Winnercomm, Inc., Tulsa, OK - Jennifer Jones MESSAGE: To convey the message that BASF backs up their tagline, "We Don't Make The Turf. We Make It Better." To promote the billions of dollars that BASF invests in research and development. AUDIENCE: Golf course superintendents and BASF distributors MERIT: Valent BioSciences Corporation / The Meyocks Group NATIONAL FINALISTS: FMC Professional Solutions / Nicholson Kovac Inc. Caterpillar / Rhea & Kaiser Marketing Communications Valent USA Corporation / archer>malmo Chemtura Corporation / Red Lizard Creative COMPANION ANIMAL PUBLIC RELATIONS CAMPAIGN CLIENT: American Veterinary Medical Association & Fort Dodge Animal Health, Schaumberg, IL - Jim Flanigan AGENCY: Latorra, Paul & McCann, Syracuse, NY - Kim Parr, Jerome Natoli, Laura Greenhalgh and Steve Hoefer MESSAGE: To inform pet owners about steps they can take to protect family and pets from zoonotic diseases. AUDIENCE: U.S. pet owners, primarily females 25-54 MERIT: Sergeant's Pet Care Products, Inc. / Swanson Russell Associates NATIONAL FINALISTS: Wyeth Animal Health / Adculture Group Inc. Bayer Health Care, Animal Health Division / AdFarm Merial Limited / Bader Rutter & Associates, Inc. TURF& ORNAMENTAL PUBLIC RELATIONS CAMPAIGN CLIENT: BASF Corporation, Research Triangle Park, NC - Bob York AGENCY: Padilla Speer Beardsley Inc., Minneapolis, MN - Shandra Wendorff MESSAGE: To build the positive word-of-mouth reputation for BASF science, people and corporate brand within the superintendent community and increase awareness and sales of company products and technical support. To establish BASF sales and technical sales reps' presence as trusted turf-care experts. AUDIENCE: Golf course superintendents and their staff, trade publication editors, regional GCSAA publication editors and general golf consumers MERIT: Valent USA Corporation / archer>malmo COMPANION ANIMAL CAMPAIGN ELEMENT CLIENT: Nestle Purina, St. Louis, MO - Candy Caciolo AGENCY: Colle+McVoy, Minneapolis, MN - Michelle Frys MESSAGE: Pro Plan does more to bring out a dog's top competitive potential than any other dog food brand. AUDIENCE: Rank and file conformation show breeders and enthusiasts MERIT: Diamond Pet Foods / Woodruff Sweitzer NATIONAL FINALISTS: Tennessee Farmers Co-op / In-house American Veterinary Medical Association & Fort Dodge Animal Health / Latorra, Paul & McCann Merial Limited / Bader Rutter & Associates, Inc. (2) Sergeant's Pet Care Products, Inc. / Swanson Russell Associates TURF & ORNAMENTAL CAMPAIGN ELEMENT CLIENT: FMC Professional Solutions, Philadelphia, PA - Michele Imel AGENCY: Nicholson Kovac, Inc., Kansas City, MO - Brent Steffens MESSAGE: To promote the versatility, speed and safety of Dismiss herbicide which targets nutsedge (yellow nutsedge, purple nutsedge and green kylling). AUDIENCE: Golf course superintendents and lawn care operators MERIT: Valent USA Corporation / archer>malmo NATIONAL FINALISTS: FMC Professional Solutions / Nicholson Kovac, Inc. Valent USA Corporation / archer>malmo Caterpillar / Rhea & Kaiser Marketing Communications Tweet |
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