West Virginia Chapter

2003 Crystal Awards Case Studies  
 
Campaigns (winners will be highlighted in gold)
Community Relations
Special Events and Observances - 7days or less
Crisis Communications
External Communications
Integrated Communications
Best in West Virginia
Projects (winners will be highlighted in red)
Annual Reports
Internal Communications
External Communications
Writing Scripts
News Releases
Press Kits
Collateral Materials-Posters
Collateral Materials-Brochures
Collateral Materials-Invitations
Collateral Materials-Logos
Collateral Materials-Direct Mail
Special Purpose Publications
Special Purpose Publications: Books
Audiovisual Presentations
Interactive Communications:  Web Sites/Intranets
Interactive Communications:  Online Publications
Interactive Communications:  Interactive CD-ROM
Back to Awards page
 
Campaigns
Community Relations
 
Columbia Gas Transmission
Business/Industry  
Crystal Award Winner
A New Pipeline to Mt. Vernon
Addressing community concerns about the safety and purpose of a new underground natural gas pipeline is nothing new to Columbia Gas Transmission. The company has successfully built and operates about 12,500 miles of pipeline in 10 states. But facing angry accusations of “environmental racism” amid a supercharged political environment and the nation’s largest media market is not usually part of our strategy. That’s why securing approval for a new, 24-inch diameter high-pressure pipeline through one of the nation’s most populated urban centers required an approach quite different from our typical community outreach strategy.
WV Division of Tourism
Not-for-Profit
Honorable Mention
Ohio Valley Regional Tourism Summit
The Ohio Valley Regional Tourism Summit set a new benchmark for Division of Tourism community relation efforts in 2002. This summit brought together more than 150 tourism industry members from Hancock to Cabell counties. Here, these industry members were able to - free of charge - learn how to write better grants, forge new partnerships and meet one-on-one with representatives from 12 different agencies that provide grants and/or low interest small business loans. The first of many to come, this summit is a key reason why tourism visitor and economic impact numbers in West Virginia continue to outgrow regional and national averages.

Special Events and Observances - 7 days or less

 
West Virginia Division of Rehabilitation Services
Not-for-Profit
Honorable Mention
2002 Rehabilitant of the Year
The Rehabilitant of the Year event celebrates the accomplishments of people with disabilities and their hard work to live independently. The event also promotes the positive effect the Division of Rehabilitation Services programs have on their lives. The agency’s Communications Section plans and coordinates the event each year, which involves theme development, staging the awards ceremony, video development, arranging for speakers, writing speeches, developing invitations and programs, writing news releases, stage decorating and other work. The theme for the 2002 program, Challenged by the Mountains, highlighted the positive effect technology has on people with disabilities and their ability to live productive lives.
Mountaineer Habitat for Humanity
Not-for-Profit
Crystal Award Winner
Ability Partners Build Raise-the-Roof
Mountaineer Habitat for Humanity joined WV Division of Rehabilitation Services (WVDRS) and Ability Magazine (based in California) to hold the first ever Ability Partners Build in WV. This six-day Raise the Roof event witnessed the exterior of a home constructed in South Charleston and put under roof for a family in need of a safe place to live. The focus of the Ability Partners Build was to break down barriers, stereotypes, and have a home for a family with a disability built by volunteers with disabilities. The event was successful, with excellent media coverage by newspapers, television, and other print media resources. Through Ability Partners Build Raise the Roof, Habitat exposed over 50 volunteers to the joy of helping those in need and allowed a family with a disability to move from substandard housing into a safe, decent place to call home.
Maple Creative
Not-for-Profit
Lee National Denim Day
This is the second year that the West Virginia Affiliate has participated in Lee Denim Day. The 2001 event was successful from a fundraising perspective; however, we felt that we could improve upon media coverage of Lee Denim Day for 2002. Our goal was to create a buzz surrounding Lee Denim Day, so as to increase participation and awareness of Lee Denim Day, ultimately resulting in more funds raised. We achieved our goal by raising more than $785 via merchandise sales and donations.
Brown Communications
Business/Industry  
Crystal Award Winner
Grand Opening Celebration for the Palmer Course at Stonewall Resort
The Grand Opening Celebration for the Arnold Palmer Signature Course at West Virginia's new Stonewall Resort, held on May 30, 2002 and headlined by golf legend Arnold Palmer, resulted in the attendance of over 1,400 guests, more than 50 print and electronic media stories, coverage in 4 states, and very happy clients. The event was the culmination of the efforts of many organizations, including McCabe-Henley-Durbin, Benchmark Hospitality, the West Virginia Division of Tourism, and the West Virginia Division of Natural Resources. Brown Communications helped to coordinate and manage the event, and conducted all media relations activities.

Crisis Communications

 
Columbia Gas Transmission
Business/Industry
Crystal Award Winner
Pipeline Rupture Communications Response
Crisis management planning is vital for Columbia Gas Transmission, which operates a 12,500-mile network of underground, high-pressure natural gas pipelines in ten states. The company’s crisis capabilities were put to the test at 11:15 p.m., August 5, 2002, when a 30-inch diameter Columbia gas pipeline violently ruptured just outside Charleston, W.Va., the state’s largest city.  Flames were visible for dozens of miles around, sending shockwaves of alarm across the region.
Under Columbia’s Incident Management Plan, Public Affairs immediately became the central player in managing communications, outreach strategies and more during this challenging event.  Although the incident was spectacular, a philosophy of open, accurate and timely communication helped Columbia address community concerns and restore normal operations quickly.
West Virginia State College Chapter PRSSA
Student Entry
Crystal Award Winner
Sh.I.P. Happens, It's a Real Lifesaver!
September 11 heightened awareness of students at West Virginia State College to the potential dangers of being located in close proximity to chemical plants. Students of a first year Public Relations class hypothesized that campus-wide knowledge of what to do in an actual emergency was lacking. Research was conducted which proved their hypothesis. A public information campaign was designed that generated:
Financial support from state government and the chemical industry
A Video produced for the campus family
Successful Media Relations that informed campus and community of emergency procedures.
The campaign continues.
 
External Communications
 
West Virginia Department of Transportation
Not-for-Profit
Honorable Mention
WVDOT--Connecting WV and the World Cable-Access Television Show
While WVDOT agencies' news releases covered numerous individual transportation issues, the public still had no clear conception of Transportation's role in their lives. Last year, WVDOT originated a half-hour cable-access show that presented an entertaining look at the transportation-related issues of its seven divisions--Aeronautics, Highways, Motor Vehicles, Parkways, Public Ports, Public Transit and State Rail--with special focus on their accomplishments and references for additional information. Broadcast on the Library Channel Network's four cable stations statewide, the show and its educational importance were recognized by Marshall University for its educational channel. Total viewership stands at nearly 500,000.
Maple Creative
Business/Industry
Spilman Thomas & Battle Marketing Campaign
Spilman Thomas & Battle, PLLC is one of the largest and oldest law firms in West Virginia. Founded in 1864, Spilman has a full-service legal practice and a diverse client base. In an effort to update and improve their brand identity and positioning awareness within the West Virginia marketplace and contiguous states, Spilman worked with Maple Creative to develop a marketing program, including many non-traditional marketing efforts that would pave the way for increased business development and general awareness about service offerings.
 
Integrated Communications
 
John W. Wiater & Associates
Business/Industry
Partners for Employment
“Partners for Employment” is a new communications effort for the Northern Panhandle Workforce Investment Board. It is the first time the quasi-government agency has outsourced a major marketing communications effort to professional communicators. J.W. Wiater & Associates was the successful counselor/agency among six other bidders for the five-month long program. Using conventional and innovative direct approaches, this program informed targeted youth, young adult, laid off and career changing jobless audiences in a bigger, bolder and more sustained manner than previously attempted. Integrating news, print, print inserts; TV, radio ads and billboards required transparent messages. The best of each format was dovetailed into the next phase. Results show more targeted persons were reached and more persons reacted in the short term to utilize a wide range of jobless services than projected.
Camden Clark Memorial Hospital
Not-for-Profit
Crystal Award Winner
The Integrated Approach to Health Care Communications
Camden-Clark Memorial Hospital marketing team challenged the old-line, old-time and old fashioned health care management concepts and structures. The resultant integrated approach to health care communications is a leading edge prototype for hospital marketing and public relations programs that face reduced budgets and increased requirements to promote physicians and services. This multi-faceted team employed the principle of integrated communications by coordinating civic involvement, developing print and electronic media platforms, timing ad placements, using direct mail pieces, designing a compatible web site, producing broadcast spots and press releases all integrated in a cohesive manner with value as the key component. This multiple exposure technique produced a more responsive communications program than any individual campaign component could produce on its own.
Columbia Gas Transmission
Business/Industry
Crystal Award Winner
Columbia Gas Strike
Fostering a collaborative, supportive, team-based environment is critical to Columbia Gas Transmission’s operating model. That’s why effectively managing labor relations issues is vital to the company’s long-term success. A positive and proactive labor strategy has long helped Columbia Transmission and two affiliated companies maintain positive relations with the Paper Allied Chemical and Energy (PACE) union, which represents about 530 Columbia employees in southern West Virginia and eastern Kentucky. Although Columbia had not had a strike in more than 30 years, as the PACE contract expiration date of February 28, 2002 approached, unprecedented business and bargaining issues pointed to the possibility of a work stoppage. Columbia’s Public Affairs team faced a challenge of communicating key messages to employees to try to avert a strike, and once a strike did occur, employing strategies to maintain positive relationships among striking employees, working employees, customers and the community at large.
Charles Ryan Associates
Not-for-Profit
Crystal Award Winner
Best in West Virginia Award
All for One Campaign
A group of business and labor leaders backed legislation in 2002 that would allow the state of West Virginia to have tax increment financing. The piece of legislation was entitled Amendment 1 and had been defeated by state voters four years earlier by a 2:1 margin. The group set out to educate voters on tax increment financing through a massive statewide public relations campaign spear-headed by Charles Ryan Associates. CRA’s team came up with the campaign slogan “All for One” so that voters would remember to vote for Amendment 1 and because business, labor and government leaders were all united as one in support of the legislation. After gaining endorsements from over 500 state entities, counties, business groups, clubs and organizations and a conducting a state-wide media blitz, Amendment 1 overwhelmingly passed in November 2002 with 57% of the vote, and an historic partnership was formed between business and labor groups in the state.

Projects

 
Annual Reports
 
Concord College
Not-for-Profit
Honorable Mention
President's Report 2002
The Concord College President’s Report 2002 is a summary of key achievements of the students, faculty and staff of the institution, and a “thank you” to those who have supported the College during fiscal year 2001-2002. Concord College is an institution founded on tradition, and the Report salutes this characteristic, all-the-while focusing on the continued “re-tooling” of academic programs and services to meet the needs of students in the 21st century through technology and innovative services. “Memories” sidebars chronicle the institution’s legacy, while the main body copy includes the “state of the College,” challenges, and inspiring stories from Concord’s students.
Department of Environmental Protection
Not-for-Profit
DEP Annual Report Fiscal Year 2001-2002
The DEP Annual Report Fiscal Year 2001-2002 was a publication that depicted the beauty of West Virginia and relayed the methods used to protect it. A 40-page publication, this annual report gave an abbreviate look at what the Department of Environmental Protection did over the fiscal year. Having a full-color cover that pictured a spectacular waterfall scene, the body was quick print, black ink on white paper. In addition to the information regarding the agency's fiscal activities, the body featured line drawings that enhanced the written text by breaking up the page and adding visual stimulus.
West Virginia Bureau of Employment Programs
Not-for-Profit
A Unified Bureau, the 2002 Annual Report of the Bureau of Employment Programs
State law requires the Bureau of Employment Programs Division to submit an Annual Report to the Governor and other members of the Executive and Legislative branches. Traditionally, our Annual Report was written and designed only to meet the governmental reporting requirements and not as a marketing piece. A Unified Bureau was designed to meet the legal requirements and also serve as an image tool.  Objectives for reaching this goal were to produce a report that was smaller than in prior years, a report that was easier to read and follow than in prior years, and a report which showed the Bureau functioning as a Bureau as opposed to presenting material in separate segments for each of the various agencies which comprise the Bureau.
The Arnold Agency
Business/Industry
Crystal Award Winner
Mountain State Blue Cross Blue Shield 2001 Annual Report
We designed an annual report for Mountain State Blue Cross Blue Shield. It contains the required financial information and details the year’s activities and innovations. This year, it emphasized service and enhanced technology, as well as innovations that have touched the lives of many West Virginians, including the Dean Ornish Program for Reversing Heart Disease and HealthPLACE on the Move, their mobile health screening service. This year’s theme was “Every day…touching every generation.” 
Maple Creative
Not-for-Profit
WV Long Term Care Ombudsman Program Annual Report FY 2002
The West Virginia Long Term Care Ombudsman Program, operated by Legal Aid of West Virginia. was established to help residents of long-term care facilities. Their annual report serves as the primary vehicle for the Program to communicate their message, highlight their progress and identify areas of concern relating to long-term care to legislators, referral organizations and volunteer recruits. The overall design was simple, yet distinctive. The Program, very pleased with the results, proudly distributed the report at their annual meeting, delivered copies to key legislators and officials and continue to use it for client referral and recruiting purposes.
Charles Ryan Associates
Not-for-Profit
Greater Kanawha Valley Foundation 2001 Annual Report
The Greater Kanawha Valley Foundation celebrated its 40th year in 2001 and contracted with Charles Ryan Associates to produce its annual report in 2002. The foundation wanted a report that would:
-         Communicate to the community donors and beneficiaries what the Greater Kanawha Valley Foundation had accomplished with the money they gifted to the foundation
-         Highlight its 40th Anniversary and its continued commitment to building communities and building “social trust” within communities
-         Recap some of the stand-out events of last 40 years in United States in general and in West Virginia specifically
-         Share how trust among people in communities can make the community stronger
 
Internal Communication 1-3 Color Magazine
 
Homestead Communications
Not-for-Profit
IOGA News
IOGA News is a monthly magazine targeted to members of the Independent Oil and Gas Association of West Virginia, Inc. Homestead Communications worked with the staff, the new executive director and the communication chairman to determine the direction of the publication. Design elements were changed to achieve greater consistency, while retaining the color scheme and typefaces already in use. Members are pleased with IOGA News, and are taking an active interest in the magazine. The association leadership is repeatedly complimentary about the publication. The staff is pleased that the magazine has met deadline and budget goals.
 
Internal Communications 4 or More Color Magazine
 
Huntington Museum of Art
Not-for-Profit
Honorable Mention
Members Magazine
The Huntington Museum of Art Members Magazine is published three times a year. Its purpose is twofold. The first goal is to inform Members of the Huntington Museum of Art about the wide variety of programs, classes, lectures, and exhibitions taking place during the next four months. The second objective is to serve as a marketing tool to attract new members to HMA.
 
Internal Communication 1-3 Color Newsletter
 
Maple Creative
Business/Industry
Honorable Mention
ChemLINES Newsletter
ChemLINES serves as a tool to educate and equip the West Virginia chemical industry’s employees and retirees to be natural advocates in their communities. The newsletter highlights the contributions of chemical plants to local and national economy and community, improvements in safety and health, and the synergies that exist between the plants and the other industries around them. It has won three previous Crystal Awards and a Round-Up Award from the Eastern Region of PRSA.
 
 
Internal Communications 4 or More Color Newsletter
 
Simonton Windows
Business/Industry
Crystal Award Winner
Clearview
Clearview is the primary internal communications piece for employees of Simonton Windows and SimEx. The 20+ page newsletter is written quarterly and distributed to employees at the company’s manufacturing facilities across the country. This publication strives to showcase employee activities, the growth of the company, new products and manufacturing activities through an interesting and easy-to-read format. Clearview is written and produced internally at Simonton Windows and has been a consistent internal marketing tool for many years. 
Department of Environmental Protection
Not-for-Profit
Crystal Award Winner
Connections
Connections is more than just an employee newsletter that provides dry and sterile agency and employee information. Information regarding policies or agency events is off-set by fun facts, trivia, and articles that address something of interest. Connections is where employees have a voice regarding their interests, their families, and their agency. While offering realities with an occasional chuckle, the newsletter strives to provide information that may help improve the quality of employees' life. Connections, the title, communicates that everyone at the Department of Environmental Protection is connected; we are all part of DEP. Connections is enjoyable, adding life and personality to make the job more of a pleasure and less of a chore.  
Camden Clark Memorial Hospital
Not-for-Profit
Honorable Mention
Employee Connection
Camden-Clark Memorial Hospital’s Employee Connection is a four-page, full-color newsletter is written, designed, printed in-house and published every other week. Copies are sent to each department and to the hospital’s cafeteria for employees to read during breaks. In addition, all issues are available for reading/printing via the hospital’s web site.  An important regular feature of the publication is called “Extra Miles” which highlights examples of employees going beyond the call of duty.
External Communications 4 or More Color
 
Charleston Convention & Visitors Bureau
Not-for-Profit
Charleston Magazine
Charleston Magazine is a quarterly publication developed by the Charleston Convention & Visitors Bureau as a way for primary target audiences to receive more information about the Charleston area. It is also designed to build positive awareness of Charleston with local residents and business owners-key partners in helping the CCVB market Charleston. The first issue of Charleston Magazine was designed as a 56-page, high quality publication containing creative, upbeat editorial content. The inaugural issue premiered in November 2002. More than 30,000 copies of the magazine were distributed. 
West Virginia University Alumni Association
Not-for-Profit
WV You--West Virginia University Alumni Association Magazine, Vol.24, Number 3
One of the most important functions of the West Virginia University Alumni Association is to help WVU graduates maintain ties to the University community. The “WV You” magazine is important in helping the alumni association achieve this. Mailed to 26,000 dues-paying alumni members nationwide, the publication notifies alumni of upcoming events. These activities generate funds to endow alumni chapter scholarships at West Virginia University. In addition, the “WV You” previews much anticipated upcoming football season events. The informal yet polished format gives the Alumni Association a perfect vehicle to maintain communications with alumni while fostering mountaineer pride and longstanding relationships.
External Communications 4 or More Color
West Virginia Medical Institute
Not-for-Profit
Crystal Award Winner
Home Health Matters
Home Health Matters was created to introduce the organization to a new audience – the home health community. The newsletter also serves as a vehicle to inform home health agencies and providers of projects and tools WVMI offers to help them improve quality of care. Home Health Matters was designed on the premise that great gifts come in small packages. Home health practitioners are often busy and on the go. A standard size newsletter would contain too much information to process in the amount of time our audience would commit to reading it. The masthead/template lends itself to keeping articles short and concise. 
Simonton Windows
Business/Industry
Crystal Award Winner
Nitpickers News
Nitpickers News is a quarterly publication produced by Simonton Windows for the company’s group of 13,000+ Nitpicker Club remodeler customers. The information-packed newsletter offers business-growth ideas and communicates new programs and products consistently to Nitpicker members nationwide. In early 2002 this newsletter went through a transformation. The new design, eye-popping graphics and writing style made the piece easier to read while providing Nitpicker members with more valuable content. The newsletter is now seen as a primary communications tool for Simonton Windows with one of its chief target audiences. 
WV Bureau of Employment Programs
Not-for-Profit
The Pulse: A Publication for Health Care- Summer 2002 Edition
The Pulse is a quarterly publication produced as a communications bridge between Workers’ Compensation and health care providers in West Virginia and border areas of adjacent states. This is a critical public for the Division because providers are not required by law or custom to treat workers’ compensation claimants. With limited treatment resources available in many parts of West Virginia, a providers’ decision not to treat claimants means that claimants either have to travel a good distance to get treatment or do not get the treatment they require. Either result is harmful to the claimant, and both increases the amount Workers’ Compensation pays in treatment costs. 
Camden Clark Memorial Hospital
Not-for-Profit
Crystal Award Winner
News Insert
The Community Connection is an eight-page (four pages in full color), tabloid newsletter produced monthly by Camden-Clark Memorial Hospital. The publication is inserted into local newspapers and highlights hospital activities and issues that impact the entire community. Primarily the feature articles focus on community health care events. Circulation is nearly 80,000 in 7 counties.  Comparatively the combined Parkersburg News, Sentinel and Marietta A.M. circulation is only 31,500.  Our cost is $.04 per reader with a 156,000 impressions.
 
Writing Scripts
 
Huntington Museum of Art
Not-for-Profit
Patrick Dougherty 30-Second Radio Commercial
The main goal of The Patrick Dougherty 30-second radio commercial was to make the public aware that they were welcome to view the creation of a giant stick sculpture on the grounds of the Huntington Museum of Art. The radio commercial took a lighthearted approach to help dispel the idea that museums are a place where only the elite gather. Dozens of people who came to view Dougherty at work and talk to him about the creative process became involved in the project.
Writing News Releases
 
Simonton Windows
Business/Industry
Crystal Award Winner
Newest Trend: Naked Windows
The press release, “Newest Trend: Naked Windows” was written and distributed by Simonton Windows for trade and consumer media nationwide in 2002. The release conveys the idea that homeowners are eager to “explode” their living spaces with massive amounts of sunlight through windows. Additionally, the release reports on the growing trend of homeowners to move away from heavy draperies and window coverings in favor of showcasing their windows. This press release has been picked up and covered in multiple news media outlets including the web sites for Popular Mechanics magazine and Homefront with Don Zeman nationally syndicated radio show. 
Huntington Museum of Art
Not-for-Profit
Pilgrim Legacy Cameo Glass Press Release
The goal of the Pilgrim Legacy Cameo Glass press release was to announce the creation of a line of art glass resulting from a partnership between the founder of Pilgrim Glass Corporation and the Huntington Museum of Art. This was a difficult press release to write because in one page it had to explain the process of creating cameo glass, the creation of a line of art glass, and the new partnership between the founder of Pilgrim Glass and the Huntington Museum of Art. 
The Arnold Agency
Business/Industry
Honorable Mention
MeadWestvaco
We created a press teaser for the Timber Rattlesnake release, sending out a novelty gift to 20 media outlets. It was the “snake in a can,” which featured a “snake” jumping out of the can when you opened it, and rattled when you shook it. We designed a snakeskin label for the can, which read, “Shake, Rattle, and…stay tuned.” It made 14 of the media outlets, plus four newspapers that picked up the story from the Associated Press. We got amazing feedback with our follow-up calls – “Loved the can, loved the idea!” And we also had very a happy client.
 
Press Kits
 
Homestead Communications
Not-for-Profit
Honorable Mention
IOGA-WV 2002 Winter Meeting Press Kit
The Independent Oil and Gas Association of West Virginia, Inc., representing 400 member companies employing 3,700 West Virginians, needed a press kit and media relations services for its 2002 Winter Meeting. Homestead Communications produced a press kit for the event that provided specifics on the meeting, plus information on the association and the industry as a whole. Marlin Fitzwater and other speakers were interviewed by both Charleston daily newspapers, The State Journal and all four local television affiliates. The association was prominently mentioned in all coverage and the press kit was completed under budget. 
WV Division of Tourism
Not-for-Profit
Crystal Award Winner
Wild and Wonder of WV Media Kit
The Division of Tourism's "Wild and Wonder of West Virginia" media kit is a one-of-a-kind multimedia introduction to the travel opportunities in the Mountain State. It features distinctive art and photographs, while its subject matter covers every corner and travel region of the state. In addition to the fact-filled but easy-reading text, the kit includes an interactive CD that provides a live link to the Division of Tourism's online press room. It allows the agency to learn more about the kit's effectiveness and how often it is used, while providing journalists with a constantly fresh media kit.
 
Collateral Materials Posters
 
Maple Creative
Not-for-Profit
Honorable Mention
WV Care Coalition Poster
The Care Coalition is a not-for-profit organization that was formed in 2002 to build statewide public support for the passage of medical liability reform legislation. The comprehensive media public advocacy governmental relations campaign had many important components that lead to the coalition’s ultimate success. The poster with response card collateral material was instrumental in drumming up public support by involving a diverse group of West Virginians who shared a common goal, medical liability reform. The posters eerie backdrop and key message, “Keep your doctor in West Virginia” informed people statewide about the pressing issue of medical liability reform.  The posters hanging white coats allude to the fact that these coats may never be worn again if this issue is not addressed.  The posters simple but startling approach was extremely effective at energizing public support and impacting radical change. 
Charles Ryan Associates
Business/Industry
Crystal Award Winner
St Ives Cleveland Open House Promotional Poster
Alex Morgado, art director at Charles Ryan Associates, entered a competition put on by St Ives Cleveland to design a poster for their open house to feature a new 6-color printing press. The theme of the event was Casino Fair. Alex created a design incorporating Las Vegas, casino-styled graphics and an illustrative rendition of the Cleveland Skyline. The poster won the competition over 30 other entries and gave CRA exposure in another market.
 
Collateral Materials Brochures
 
Simonton Windows
Business/Industry
Crystal Award Winner
Tips Brochure Series
What can I do to save money on heating and cooling bills? How do I decide when to replace my windows? What are the safest ways to open windows with children in the house? These are just some of the questions that are asked—and answered—in the new Tips Brochure Series from Simonton Windows. The bold, bright, and easy-to-read brochures provide homeowners with dozens of tips on how they can save energy in the home, understand options for replacing their windows and keep their families safe. Available free to consumers, the educational pieces have become an instant hit with homeowners nationwide! 
WV Symphony
Not-for-Profit
2002 Pops Brochure
While the typical the Symphony’s patrons are older than age 55, the patrons for the POPS Series tend to be slightly younger and more outgoing. The strategy was to not just to get people to open the brochure but to get them to want to open it. In fact reverse psychology was used on the cover. It warned anyone opposed to gyrating not to open the brochure. The brochure was a success because not only were patrons eager to open it but increased ticket sales. 
Camden Clark Memorial Hospital
Not-for-Profit
Honorable Mention
Leading the Way Patient Information Brochure
The Leading the Way patient information booklet was created to give our patients and their families a hands on reference guide as a tool to answer almost any question that they may have. The booklet covers a message from our CEP, history of our hospital, our mission an divisions statement and information ranging from the hours of the snack bar to our patients rights and responsibilities. It also covers our various department, services and procedures. The quick reference guide makes it a tool that is user-friendly. This booklet is also used a s a recruitment tool. 
The Arnold Agency
Not-for-Profit
Crystal Award Winner
The Nature Conservancy-WV Chapter Fund-raising Package
The West Virginia Chapter of the Nature Conservancy embarked on a $12 million fund-raising campaign.  We created a piece that highlighted past achievements, future projects and an overview of the campaign.  The piece had to be professional enough to be offered to potential high dollar contributors, yet had to reflect the mission and goals of The Nature Conservancy. The campaign has raised over $9 million so far, and the brochure was extremely well-received by the targeted donors. 
The Arnold Agency
Business/Industry
Honorable Mention
Isis Arctic Char Collateral Materials
West Virginia Aqua, LLC wanted to introduce  – Arctic Char – to both restaurants and distributors.  We felt that West Virginia Aqua was not descriptive enough to entice people to find out more about this new type of fish.  We created a plan that included changing the name to Isis Arctic Char and logo, incorporating strong colors that were reminiscent of the sea and a series of supporting materials. A cohesive program for marketing a new product was created, that enhanced the company’s ability to get the word out and support their sales efforts. 
West Virginia Bureau of Employment Programs
Not-for-Profit
Experience WV
The Bureau of Employment Programs is host for the 2003 National Conference of the National Association of Unemployment Insurance Appellate Boards. As part of our responsibility for promoting the conference a tabloid size, tri-fold brochure was developed for distribution at the 2002 Unemployment Insurance Directors’ National Meeting and Legal Issues Forum, held October 15 - 17, 2002 in Montana. This was an important promotional opportunity because there is a strong relationship between unemployment insurance appellate boards and unemployment insurance administrative and legal issues, but little cross-attendance at their meetings. 
Charles Ryan Associates
Not-for-Profit
Crystal Award Winner
West Virginia Symphony Orchestra 2002-2003 Season Brochure
The West Virginia Symphony Orchestra contracted with Charles Ryan Associates to produce its 2002-2003 Season Brochure. The theme Ready to Move You was chosen because the symphony was not only ready to move their audience with stirring music but also the symphony was literally ready to move their audience to a different location: the performance hall at the new Clay Center. Original photography was shot for the brochure of Conductor Grant Cooper and several other musicians from the orchestra being pushed around on dollies or their instruments, packed away in boxes, pushed up ramps, and carried away by moving men. These photos continued the moving theme throughout the piece.
 
Collateral Materials Invitations
 
Maple Creative
Not-for-Profit
Crystal Award Winner
Clay Center Invitation
The Clay Center for the Arts & Sciences West Virginia, a new, state-of-the-art performance hall and museum, was on the eve of its original grand opening date after more than a decade of fundraising and development. The center was the result of public and private contributions and a five – day celebration was planned. Maple Creative was commissioned by the Clay Center to develop materials for the grand opening celebration including a save the date card teaser used to peak the interest of the formal invitation and the invitation for the exclusive Clay Center donors list. 
Charles Ryan Associates
Business/Industry
Crystal Award Winner
Jaguar Grand Opening Invitation
Smith Company Motor Cars hosted a grand opening event for its new Jaguar dealership. This was a special event since Smith is the only dealership in West Virginia to sell Jaguar vehicles. CRA was asked to design the invitation for the Jaguar Charleston Grand Opening and Dealerwide Salon Show. CRA came up with The Cat is out of the Bag theme that was used in outdoor and print advertising prior to the grand opening. The invitation carried out this theme and was designed to look like a brown paper bag with a Jaguar car invitation that the recipient can pull out of the bag.
 
Collateral Materials Logos
 
Maple Creative
Business/Industry
Crystal Award Winner
Pam Hylbert Properties Logo
Area Realtor, Pam Hylbert needed an identity that would stand out from her competition yet showed her classy, unique and personal style. Working with her agency, she developed an identity that was truly her own – her signature. Today her identity is featured in one of the nation’s leading producers of real estate signage catalogs and on their web site. 
West Virginia Bureau of Employment Programs
Not-for-Profit
ECOMP
During the third and fourth quarters of 2002 The Workers’ Compensation Division of the Bureau of Employment Programs developed a new Internet-based system which allows employers and some health care and legal providers to manage their Workers’ Compensation claims, and the claims of their clients, online. The new system, introduced in December 2002, replaced a direct dialup system was very limited and outdated.  As part of the public rollout a new name, Compensation Online Management Program was selected to reflect the purpose and function of the new system. As part of the roll-out the Communications Office designed the E COMP logo which no only reflects the name of the news system, but also promotes the special, secure web site required to access the system. 
West Virginia University Alumni Association
Not-for-Profit
Capital Classic Logo
The mission of the WVU Alumni Association is to advance the interests of the students and graduates of WVU. One important way in which the Association fulfills its mission is through its annual Capital Classic luncheon in Charleston. At this formal event, the Alumni Association gathers the state’s alumni to receive a briefing on the University from its president. This year, in order to give the event a coherent “look” we created a logo for it. The logo was featured on all signage, including welcome signs, registration table signs, and table numbers. The main component of the logo is, of course, the outline of the West Virginia capitol building. The other component is a portion of the logo of the WVU Alumni Association, including the “flying WV,” a tremendously popular icon of the University and West Virginia pride.
Collateral Materials Direct Mail
 
Huntington Museum of Art
Not-for-Profit
Crystal Award Winner
Pilgrim Legacy Cameo Glass Newsletter
The goal of the Pilgrim Legacy Cameo Glass newsletter was to introduce people to a new line of art glass and inform people about a new partnership between the founder of Pilgrim Glass Corporation and the Huntington Museum of Art. The newsletter was also used at a Sept. 18, 2002, news conference to provide members of the media and visitors with all the details about the new line of glass. The newsletter succeeded in helping bring about the sale of six pieces of art glass valued at close to $10,000 at the Sept. 18 opening event. 
West Virginia Medical Institute
Not-for-Profit
2002 Holiday Card
West Virginia Medical Institute wanted to present the Charleston headquarters, its affiliate branches and two subsidiaries as one organization. Therefore, the 2002 Holiday Card design featured one pine branch, our combined logo and the phrase, “Season’s Greetings from all of our branches.” Also, to continue our strategy of positioning WVMI and its affiliates as organizations dedicated to health, we used the phrase “Wishing you health.” While the results of this direct mail piece cannot be measured like that of one soliciting some type of response, we deemed it a success in that it met our organizational goal of presenting WVMI, as a unified organization to our key publics. 
The Arnold Agency
Business/Industry
Honorable Mention
The Arnold Agency Holiday Card
The holiday card offered greetings to our clients, vendors and friends. It also served as a self-promotion piece, to show our creative and design abilities and reflected the personality of the agency. To show our concern for animals, we offered the world a glimpse of our “furry family members”. Each employee submitted a photo of their pet, which was placed on a graphic “ornament” and identified. The front of the cover featured a teaser that was hard to resist – Fleas Navidad. The card received positive reviews. It was mentioned in the Charleston Daily Mail! (George Hohman’s column December 30, 2002) 
Charles Ryan Associates
Not-for-Profit
Honorable Mention
Clay Center Opening Season Direct Mail
Charles Ryan Associates was hired by the Clay Center for the Arts and Sciences to design a direct mail brochure to highlight the opening season performances and performers in an artistic way that would reflect an artistic center such as the Clay Center. The team wanted a “coffee table” piece that recipients would keep. An Air of Excitement was chosen as the theme to announce the opening of the much-anticipated arts and sciences center that had been 20 years in the planning.
 
Special Purpose Publications 
 
Huntington Museum of Art
Not-for-Profit
Honorable Mention
Mummy! Gallery Guide
The Mummy! Gallery Guide was created to provide visitors to the Mummy! exhibit at the Huntington Museum of Art with an in-depth guide to the 3,000-year-old objects in the exhibit and a keepsake souvenir of their visit. The Gallery Guide also serves as a pre-tour packet for teachers bringing students to the exhibition. The Mummy! Gallery Guide provides visitors to the exhibit answers to many of their questions and a context of what life was like in ancient Egypt. 
West Virginia Bureau of Employment Programs
Not-for-Profit
New Directions--July 2002
News Directions was a one issue printed newsletter published as an update for a limited group of large West Virginia employers who were taking part in a special Workers’ Compensation pilot program created to help redesign the claims processing system. This was an important project for Workers’ Compensation because problems with the claims processing system helped create a $2.5 billion unfunded liability problem for the Division.  The newsletter was designed to replace a series of planned direct mailings with an easier to read, more professional looking piece of reference materials, introducing redesigned claims forms, return-work teams, increased safety services and a new claims processing structure. A secondary purpose was to showcase the pilot program and invite other employers to take part. 
Charles Ryan Associates
Not-for-Profit
Crystal Award Winner
Charleston Area Medical Center Recruitment Booklet
Charleston Area Medical Center noticed a reoccurring problem when recruiting for job openings at the hospital. High school and college graduates had the misconception that the hospital was not a place to apply for a job for anyone pursuing a career outside of