Minnesota Public Relations Society of America Honors Industry's Top Achievements With 2012 Classics Awards

Minnesota Public Relations Society of America Honors Industry's Top 
Achievements With 2012 Classics Awards 
Minnesota National Guard and Interagency Employment Working Group Win
Best of Show for "Hire Minnesota's Veterans" 
MINNEAPOLIS, MN -- (Marketwire) -- 03/22/13 --  The Minnesota chapter
of the Public Relations Society of America (PRSA) celebrated the
outstanding public relations campaigns of 2012 during the 35th annual
Minnesota PRSA Classics Awards, held last night at The Metropolitan
Ballroom in Golden Valley, Minn. The awards banquet, emceed by Heidi
Collins, FOX 9 anchor, and Brant Skogrand, APR, Minnesota PRSA
immediate past president and PRSA Midwest District chair, was
attended by more than 260 public relations and communications
professionals from area agencies, corporations, nonprofits,
government and freelance sectors. 
"The Classics Awards are the Oscars of the Minnesota public relations
profession. They recognize our industry's crowning achievements from
2012, acknowledging individual professionals as well as the companies
and causes they represent," said Tracy Carlson, APR, president of
Minnesota PRSA. "The evening celebrates talented professionals and
the leaders who move the profession forward. It truly is our finest
hour." 
In addition to honoring the top public relations campaigns, David L.
Schoeneck, APR, president of The Praxis Group, was honored with the
Donald G. Padilla Distinguished Practitioner Award and Christina
Milanowski, social media director and account supervisor at Maccabee
Public Relations, received the Young Professional Award. The Classics
Awards are divided into two categories: Elements and Programs.
Elements Awards honor the best program tactics and Programs Awards
honor the best overall public relations campaigns. The highest
scoring entries in the Programs Awards category are eligible for the
top honor of the evening -- Best of Show.  
Best of Show Award
 This year's Best of Show award was presented to
the Minnesota National Guard and Interagency Employment Working Group
for its efforts behind the "Hire Minnesota's Veterans" campaign.
After increasing levels of unemployment among post-9/11 veterans, the
Minnesota National Guard organized "Hire Minnesota's Veterans" to
help today's veterans translate and polish their skills and link them
with employers. Through this program, the Guard initiated the
military-focused Interagency Employment Working Group and created a
three-step process for veterans and employers that consolidated
existing programs and bridged gaps with new resources. As a result of
the campaign, unemployment among a pilot unit with the 1st Brigade
Combat Team dropped from 19 percent to 1.3 percent. The campaign
earned more than 20 million media impressions about veteran
employment and the benefits of hiring veterans. 
35th Annual Minnesota PRSA Classics Winners 
ELEMENTS 
Brochures 
Facts vs. Fiction Busting Myths about Kibble Ingredients
 Purina
Veterinary Diets with Exponent PR 
Special Purpose Publications 
 A Look Inside: Minnesota's Health
Insurance Exchange
 Minnesota Medical Association 
Multimedia 
Thought Leadership: Collaborative Consumption Trend
 Campbell Mithun 
Annual Reports (Business/Technology)
 Hormel Foods 2011 Corporate
Responsibility Report
 Hormel Foods with Burson Marsteller 
Annual Reports (Government/Nonprofit)
Celebrate 
Minnesota Zoo 
Media Kits ($15,000 or less)
 Stylmark Media Kit Illuminates New
Light Box Technology
 Stylmark with Risdall Public Relations 
Media Kits (More than $15,000)
 New Study: If Kids Won't Eat Salmon,
Give Them a DHA Supplement
 DSM Nutritional Products with Carmichael
Lynch Spong 
Newsletters
 Experts in Expertise
 WinField with
Exponent PR 
Magazines (External)
 "C" the World Through CHS
 CHS Inc. with
Exponent PR 
Media Relations (Business/Industry - Budget Less Than $75,000) 
Stratasys Asks the World "What's Possible?" with 3D Printing 
Stratasys with Weber Shandwick 
Media Relations (Business/Industry - Budget More Than $75,000)
 Fiber
One Battles Cravings, Sweetly
 Fiber One with Exponent PR 
Media Relations (Government/Nonprofit)
 Giving North American
Consumers More Reasons to Say "Olive-You"
 International Olive
Council with Exponent PR 
Feature Writing
 Every Bushel Counts x 2
 The Mosaic Company with
Broadhead 
Technical Writing
 Making GI Science Digestible for Busy
Veterinarians
 Nestle Purina PetCare with Exponent PR 
Speech Writing
 Emphasizing the Caring in CaringBridge
 CaringBridge
with Fast Horse 
Websites
 Leading the Way in Website Reliability 
Trane Residential Solutions with Carmichael Lynch Spong 
Research, Measurement and Evaluation
 New Study: If Kids Won't Eat
Salmon, Give Them a DHA Supplement
 DSM Nutritional Products with
Carmichael Lynch Spong 
Social Media
 Sparking Creativity and Amazement at an All-Nighter in
the Twin Cities
 Northern Lights.mn with Carmichael Lynch Spong 
Creative Tactics
 One Giant Pledge
 Green Giant (General Mills) with
Olson 
PROGRAMS 
Community Relations (Business/Industry)
 Save-A-Lot Shows Families
How to Fuel Up for Less
 Save-A-Lot Food Stores with Carmichael Lynch
Spong  
Community Relations (Government/Nonprofit)
 Sparking Creativity and
Amazement at an All-Nighter in the Twin Cities
 Northern Lights.mn
with Carmichael Lynch Spong 
Institutional Programs (Business/Industry)
 A Window into the
Presidency: Marvin's 2012 Campaign
 Marvin Windows and Doors with
Fast Horse 
Institutional Programs (Government/Nonprofit)
 Hire Minnesota's
Veterans
 Minnesota National Guard with Interagency Employment Working
Group 
Special Events/Observances (Less than Seven Days -
Business/Industry)
 Bringing RSTechED to the Manufacturing Masses 
Rockwell Automation with Padilla Speer Beardsley 
Special Events/Observances (Less than Seven Days -
Government/Nonprofit)
 Inspiring Congressional Support of a
Life-Saving Cause
 Be The Match with Padilla Speer Beardsley  
Special Events/Observances (More than Seven Days -
Business/Industry)
 Making The Midwest Nutty for Nut Goodie
 Pearson
Candy Company with Fast Horse 
Special Events/Observances (More than Seven Days -
Government/Nonprofit)
 Lighting the Way - Better Business Bureau's
Centennial Celebration
 Better Business Bureau of Minnesota and North
Dakota 
Public Service (Business/Industry)
 Beautiful Minds at Any Age
 DSM
Nutritional Products with Carmichael Lynch Spong 
Public Service (Government/Nonprofit)
 Hire Minnesota's Veterans 
Minnesota National Guard with Interagency Employment Working Group 
Public Affairs (Business/Industry)
 Making the Case for the People's
Stadium
 Minneapolis Homefield Advantage with Padilla Speer Beardsley 
Public Affairs (Government/Nonprofit)
 Inspiring Congressional
Support of a Life-Saving Cause
 Be The Match with Padilla Speer
Beardsley 
Marketing Services (New - Budget Greater than $75,000)
 Fitness to
Fit You: Igniting a Member Revolution
 Healthways with Risdall Public
Relations 
Marketing Services (Established - Budget Greater than $75,000) 
Save-A-Lot Shows Families How to Fuel Up for Less
 Save-A-Lot Food
Stores with Carmichael Lynch Spong 
Marketing Products (New - Budget Less Than $75,000)
 Sustainability
in the Stall: Making Beige TP the New Green 
 Cascades Tissue Group
with Kohnstamm Communications 
Marketing Products (New - Budget Greater Than $75,000)
 Land O'Lakes
Bridges the Butter Generation Gap
 Land O'Lakes with Exponent PR 
Marketing Products (Established - Budget Less Than $75,000)
 Making
The Midwest Nutty for Nut Goodie
 Pearson Candy Company with Fast
Horse 
Marketing Products (Established - Budget Greater Than $75,000) 
Scoring a Marketing Touchdown with Red Gold
 Red Gold with Lemke
Anderson 
International Public Relations
 Bon Appetit! Olives and Olive Oil Add
Joie de Vivre
 International Olive Council with Exponent PR 
Internal Communications 
 Millions of Reasons One Purpose,
Repositioning Prime Therapeutics
 Prime Therapeutics 
Integrated Communications (Products)
 Creating Unstoppable Preference
for America's Most Reliable HVAC Brand
 Trane Residential Solutions
with Carmichael Lynch Spong 
Integrated Communications (Services)
 Save-A-Lot Show Families How to
Fuel Up for Less
 Save-A-Lot Stores with Carmichael Lynch Spong 
Industry Campaign of the Year (Consumer Products)
 Land O'Lakes
Bridges the Butter Generation Gap
 Land O'Lakes with Exponent PR 
Industry Campaign of the Year (Consumer Services)
 Save-A-Lot Shows
Families How to Fuel Up for Less
 Save-A-Lot Stores with Carmichael
Lynch Spong 
Industry Campaign of the Year (Technology)
 Stratasys Asks the World
"What's Possible?" with 3D Printing
 Stratasys with Weber Shandwick 
Industry Campaign of the Year (B2B)
 Revving Up Anticipation for a
Fungus Fighter
 BASF Crop Protection with Padilla Speer Beardsley 
Industry Campaign of the Year (Healthcare)
 HeartRescue Project
Inspires Virtual - and Real-Life - Heroes
 Medtronic Foundation with
Exponent PR 
Industry Campaign of the Year (Nonprofit)
 Hire Minnesota's Veterans 
Minnesota National Guard with Interagency Employment Working Group 
STUDENT CLASSICS AWARD WINNERS 
News/Feature Writing
 Study: Nearly 85 Percent of Campfire Burns in
Children are From Day-Old Fires (Article)
 Laura Jollie, University
of Minnesota 
New Media/Technology
 The ALS Association, MN/ND/SD Chapter, Social
Media Campaign
 Lisi Arnstrom, University of Minnesota 
Planning 
EDDA Strategic Communications Plan
 Hannah Kuelbs, Augustana College 
Dr. Willard Thompson Scholarship
 President's Award ($1,000)
 Laura
Jollie, University of Minnesota, Twin Cities 
Dr. Willard Thompson Scholarship
 President's Award ($1,000)
 Olivia
Jeske, University of Wisconsin, Eau Claire 
Dr. Willard Thompson Scholarship
 Best of PRSSA ($1,000)
 Lindsey
Rogers, St. Cloud State University 
About Minnesota PRSA 
 Chartered in 1949, Minnesota PRSA is the ninth
largest chapter of the Public Relations Society of America (PRSA),
the world's largest organization for public relations professionals
with nearly 32,000 professional and student members. PRSA is
organized into 112 chapters nationwide, including 14 Professional
Interest Sections that focus on specific industries and practice
areas. Minnesota PRSA is comprised of more than 350 professionals
from agency, corporate, nonprofit, government and freelance sectors.
(http://www.mnprsa.com/) 
Image Available: http://www2.marketwire.com/mw/frame_mw?attachid=2264436 
Abra Williams 
Minnesota PRSA Media Relations 
abra@maccabee.com 
612.294.3129 
 
 
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