Direct mail campaign from HY Connect sets the bar at BMA Bell Awards

Posted by on May 10, 2011

Campaign for AccuVal wins top honors for creativity and results

MILWAUKEE (May 10, 2011) – Direct mail is a tough category for marketers to break through, and the challenge is multiplied when the target audience is made up of tax managers, attorneys and consultants.  But HY Connect, an integrated communications agency with offices in Milwaukee and Chicago, put together a bold campaign that proved difficult for the Business Marketing Association (BMA) to ignore.  The campaign, titled Limbo Stick: How Low Can You Go?, was created for AccuVal Associates, a Milwaukee-based corporate valuation and advisory services firm.  The direct mail piece featured a 5-foot limbo stick to communicate its ability to help corporations “know where to set the bar” with personal property taxes.  The campaign received top honors in the direct mail division, achieving a nearly perfect score from judges.

“We were thrilled with this campaign’s results.  It was memorable, differentiating and got our message about property tax assessments across,” said Katherine Walls, vice president of marketing for AccuVal.

According to Walls, the mailer has directly resulted in the firm building a new relationship with one of the largest corporations in the United States, more than 100 qualified leads, invitations to industry events and a positive, memorable identity as the limbo stick guys.

“Our client gained tremendous brand recognition in a market in which they were previously unknown,” said Jim Roots, executive vice president of strategic planning for HY Connect.  “It was great to have AccuVal’s support on such a bold campaign and we are happy to join with them in celebrating the results.”

The BMA’s annual Bell Awards recognize best-in-class business marketing firms and companies that achieve excellence promoting products or services to a business audience.  The panel of judges takes into consideration creativity, impact, execution and most of all, results.  The campaign for AccuVal earned high scores all around.  The agency is currently working with AccuVal on the next generation of the campaign.

HY Connect's Noemi Hedrich (middle) and Kristina Christensen (right) accept the BMA Bell Award on behalf of the agency along with AccuVal Vice President of Marketing Katherine Walls (left).