10 to 1 PR Sweeps Public Relations Category at American Marketing Association Awards
10 to 1 Public Relations won all three awards in the public relations category at this year’s American Marketing Association Phoenix Chapter (AMA Phoenix) Spectrum Awards. The Spectrum Awards are the premier marketing awards program in the state and a testament to the incredible talent and groundbreaking campaigns that hail from across Arizona.
10 to 1 PR won all the public relations awards, which recognized developing successful local public relations campaigns, national public relations campaigns, and effective press kits.
Sweeping the public relations category underscores the effectiveness of our mission to dominate local market and national industry media. Thank you to the American Marketing Association for recognizing our teams efforts to create and execute strategic public relations campaigns that deliver meaningful results for our clients.
Josh Weiss, President and Founder, 10 to 1 Public Relations
Here’s a summary of the winning public relations campaigns:
National Public Relations
Category Description: This category honors public relations campaigns that target a national audience and focus on building relationships with national media and influencers.
The Campaign: To meet credit unions’ ever-evolving needs, AVANA Companies launched AVANA CUSO (a Credit Union Service Organization), formerly Extensia Financial, in 2023. 10 to 1 PR was integrated to amplify the rebrand and increase awareness and education on the benefits of the CUSO. This became an opportunity for 10 to 1 PR to establish AVANA CUSO as a leader amongst other CUSOs, educate credit unions looking to partner with a CUSO and attract new partner credit unions.
Results: The goals of placing a story in a national finance outlet, a national credit union outlet, and a local Phoenix outlet were all met. In credit union industry outlets, the AVANA CUSO announcement press release was repurposed and shared in CUInsight and Credit Union Times. The press release announcing the hire of COO Chad Witcher was also repurposed into stories in CUbroadcast and CUInsight. The most successful thing our team achieved was leveraging the partnership between Sunlight FCU and AVANA CUSO. In the credit union industry, our team secured an opportunity to record a podcast episode with a representative from Sunlight FCU and AVANA CUSO on one of the leading credit union industry podcasts, CUbroadcast. The partnership details were discussed in the podcast episode and how AVANA CUSO works to diversify Sunlight FCU’s portfolio outside its local market by still serving low-income populations in particular. Alongside the podcast episode, we secured a story written by a credit union reporter at a national finance publication, American Banker.
Press Kit/Sales Kit
Category Description: This category honors a comprehensive set of materials that support and promote a brand or product to the media. Examples include a press kit for a new product launch or a sales kit for a tourism destination.
The Campaign: A global semiconductor equipment supplier, ASM, was planning a new North American headquarters in Scottsdale, Arizona, due to the growth the industry has experienced. ASM contracted with 10 to 1 Public Relations to develop a public relations campaign to share this news of their expansion plans with local, national, and industry media. A large part of this work was creating a press kit for the launch event.
The press kit included the following materials:
- Fact Sheet – 10 to 1 PR started with the creation of an extensive fact sheet. This allowed 10 to 1 PR to gather all of the most relevant information, key talking points, background and history, and more. 10 to 1 PR was able to confirm accuracy with the client and prioritize they key points.
- Press Release – 10 to 1 PR then utilized the fact sheet to draft a press release draft that would be shared with media that attended the event as well as those who were out of state or could not attend. This would be a more formal representation of the desired messaging and also include quotes from ASM executives and key community partners.
- Visuals – 10 to 1 PR was able to secure renderings/images of the new ASM headquarters. This was important to help journalists understand and communicate what the new headquarters would look like for their specific audiences.
Results: 10 to 1 Public Relations was successful in executing the event press kit and exceeding expectations with their public relations campaign to drive stories about ASM’s expansion with local, national, and industry media. 10 to 1 PR generated over 100 media features in national outlets such as the Wall Street Journal, Yahoo!, Reuters, Bloomberg; industry outlets such as Semiconductor Engineering, Semiconductor Digest, Computer World; and local outlets such as all the major local TV stations, local NPR, the Arizona Republic (Arizona’s newspaper of record); and others. These stories were all considered very positive and incorporated ASM’s story into the larger story of economic and technological growth in Arizona and the U.S.
Local Public Relations
Category Description: This category honors public relations campaigns that target a local audience and focus on building relationships with local media and influencers.
The Campaign: In July 2023, Unical Aviation relocated its global corporate headquarters from Los Angeles, California, to Glendale, Arizona. 10 to 1 PR was integrated to amplify the benefits of moving to Arizona and establish Unical Aviation as a leader in the aerospace market.
The objectives of this project included amplifying positive messaging around this relocation to support Unical Aviation’s hiring efforts and establishing Unical Aviation as a trusted global aircraft parts supplier in the Phoenix market. The goals indicated at the beginning of this project included targeting the local Arizona publications to aid in Unical Aviation’s new hiring initiatives and the aviation industry publications to elevate Unical Aviation as a leader in the industry.
Results: For the internal communications strategies, goals and objectives were met, as our customer, vendor, and internal communication documents were shared with the appropriate audiences, assisting in Unical Aviation’s goals of amplifying positive messaging around this relocation to support Unical Aviation’s hiring efforts and establishing Unical Aviation as a trusted global aircraft parts supplier in the Phoenix market.
Goals and objectives were also met for the external communication strategies, as our team was able to secure media placements in local media for the formal announcement of the move to Arizona, including the Phoenix Business Journal, ABC15, Daily Independent, Greater Phoenix Economic Council, Glendale Arizona, AZ Big Media, West Valley View, Glendale Star, and Glendale Independent. We also secured placements in the Los Angeles market, LA Business First, and an industry publication, Connect CRE.