NEW YORK, June 6, 2011 /PRNewswire/ -- PR Newswire, the global leader of innovative marketing and communications solutions, is proud to announce that it has won the Public Relations Society of America New York Chapter (PRSA-NY) Big Apple Award for 2011 in the Integrated Communications: Business to Business category.
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Rachel Meranus, vice president, Marketing and Communications, PR Newswire, accepted the award for PR Newswire's Brand Repositioning: Engage Opportunity Everywhere.
"We are thrilled to win PRSA-NY's Big Apple Award for our brand repositioning campaign," said Meranus. "As the media landscape continues to evolve at breakneck speed, we are committed to meeting the changing needs of professional communicators with innovative and leading-edge workflow solutions and digital engagement tools."
PR Newswire's brand repositioning campaign kicked off at the PRSA International Conference on October 18, 2010 with an integrated marketing effort that leveraged its latest innovative product, ARC, the first all-in-one content engagement platform. Through ARC (Access Reach Connect), which itself is an integrated communications tool, PR Newswire distributed video and target-centric whitepapers to over 5,700 media outlets, hundreds of thousands of reporters directly through PR Newswire for Journalists and millions of consumers via PR Newswire's online content network of more than 5,700 web and mobile sites, search engines and social networks.
The brand repositioning focused on a core finding: that content is the currency of the communications industry. For nearly sixty years, PR Newswire has provided companies with both the methods and tools for communicating messages to a targeted audience using the Company's broad distribution network. As points of online communication have increased, and the need to communicate with greater frequency weighs on marketers, PR and IR pros, PR Newswire has developed tools to leverage the content assets organizations produce, such as videos, product images and promotional collateral.
The PR Newswire campaign was a success on multiple levels. Overall, the campaign generated 3,200 leads, resulting in a conversion rate of 43%. Conversion is defined as an individual who downloaded a piece of content by filling out the information form on a landing page. Seventy-five percent of these leads were new to PR Newswire. The ARC also garnered impressive results including over 63,000 page views, 22,000 video views and 200 plus whitepaper downloads. Coverage of the brand repositioning was issued by leading industry trade publications such as O'Dwyer's, PR Newswer and Bulldog Reporter.
To view the ARC Engagement Platform, click here.
About PR Newswire
PR Newswire (www.prnewswire.com) is the premier global provider of multimedia platforms that enable marketers, corporate communicators, sustainability officers, public affairs and investor relations officers to leverage content to engage with all their key audiences. Having pioneered the commercial news distribution industry 56 years ago, PR Newswire today provides end-to-end solutions to produce, optimize and target content – from rich media to online video to multimedia – and then distribute content and measure results across traditional, digital, mobile and social channels. Combining the world's largest multi-channel, multi-cultural content distribution and optimization network with comprehensive workflow tools and platforms, PR Newswire enables the world's enterprises to engage opportunity everywhere it exists. PR Newswire serves tens of thousands of clients from offices in the Americas, Europe, Middle East, Africa and the Asia-Pacific region, and is a UBM plc company.
Contact:
Meryl Serouya
Marketing and Communications Associate
PR Newswire
+1.201.360.6009
Meryl.Serouya@prnewswire.com
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