New York—October 13, 2009—In the 15th annual Summit International Awards (SIA) competition, AudienceScience, formerly Revenue Science, was recognized in the Marketing Effectiveness Awards. The Marketing Effectiveness Awards competition recognizes the contribution of advertising and its achievements in reaching business goals. AudienceScience was honored for its modern approaches to corporate rebranding through its recent name change project, code named “Project New Day.”
As the audience targeting discipline has evolved over the years, AudienceScience as a company evolved along with the channel, moving from an original value proposition of helping publishers boost revenue to a broader vision of finding audiences online with the right message at the right time, no matter where they are. The AudienceScience marketing team was tasked with rebranding the company from Revenue Science to AudienceScience to effectively communicate this vision.
The team created and implemented a plan to present the change to the company’s target audiences in the press and the industry at large, ensuring that it was perceived in a positive light, as well as supporting internal efforts to ensure a seamless transition. To build buzz and excitement, one month prior to launch date, key influencers were sent a Revenue Science-branded computer speaker along with a personalized message from the executive team teasing out the announcement and promising an exclusive invitation for a briefing. The rebranding plan also consisted of several buzz-building tactics, teaser banner ad campaigns and social media – specifically Twitter – announcing to the industry that something big was on the horizon.
The social media outlets provided a way to connect authentically with a number of influencers and press, sparking interest for the coming announcement. Video was also used to help spread the message. The team created a fun video that highlighted the name change and the reason behind it that quickly became a viral hit with placement on YouTube, the AudienceScience Facebook page and air-time at industry events. The executive team and partners were thrilled with the end results. Following plan execution, AudienceScience saw a 30% increase in Web traffic and increased sales leads by 25% over the prior year and 20% over the previous month. Following plan execution, AudienceScience saw an increase in Web traffic and sales leads. There was no negative backlash as coverage of the new name and positioning was 100% positive.
The six judges in this year’s competition reviewed over 500 nominations sent in by companies from 11 different countries around the world. Of the 48 submissions in the Rebranding category, only three companies were recognized for their winning campaigns, including “Project New Day” from AudienceScience.
“We are thrilled to receive this honor on behalf of the Summit International Awards,” said Marla Schimke, vice president of marketing, AudienceScience. “We worked very hard on this campaign to guarantee that our new name and positioning would positively reflect how our company is evolving along with the industry and its technologies.”
About the Summit International Awards:
The Summit International Awards (SIA) organization was founded in 1994. The organization conducts the Summit Creative Award, the Summit Marketing Effectiveness Award and the Summit Emerging Media Award. The 2009 competition is the 15th year for the creative competition. Additional information about the Summit International Awards organization, its competitions and winning firms can be found on the Summit Awards web site atwww.summitawards.com.
blast! PR on behalf of AudienceScience