BOSTON – Margulies Perruzzi Architects (MPA) was honored with two 2018 Communications Awards from the Society for Marketing Professional Services (SMPS) Boston Chapter.
MPA achieved the second place honor in the Marketing Collateral category for an inventive multi-media project pursuit and the first place honor in the Holiday Piece/Digital category for its 2017 holiday video entitled “Choose Your Own MPA-dventure!”
“Our creative marketing team has once again demonstrated the firm’s extraordinary design capabilities as well as what makes MPA a great place to work,” said Marc Margulies, FAIA, LEED AP, principal and senior partner at Margulies Perruzzi Architects. “We are humbled to have our peers acknowledge our marketing ingenuity with these awards.”
Both marketing initiatives were spearheaded by MPA’s internal marketing staff, Stephanie Tyll, marketing manager, and Jennifer Ragan, marketing content manager. The project pursuit video was edited by Seth Bender, and the 2017 holiday video was produced by Good Life Productions.
Marketing Collateral: Project Pursuit
When placed on a competitive RFP list to design a headquarters project in Boston, MPA created an attention-grabbing proposal to demonstrate its commitment to workplace innovation and determination to push the boundaries of design. Project team members created a full floor plan and fly-through, while the marketing team recorded footage of the team and worked with a video editor to create a “Welcome to Boston!” introductory video, formatted for a custom video folder that would automatically play the video upon being opened.
The video folder, along with other marketing components featuring brand elements and documentation to reinforce MPA’s position as workplace strategy experts, were packaged in a stylish silver presentation box and hand-delivered to the client. The engaging video folder led to MPA’s selection to provide architecture and interior design services for the project.
The Marketing Collateral category recognizes print or electronic marketing collateral, including proposal layout redesign. The jury found MPA’s marketing collateral, which was designed to appeal to a specific prospective client, to be “creative, fun and worth a project win”and an “awesome submission and great collateral.”
Holiday Piece/Digital: MPA’s 2017 Holiday Video “Choose Your Own MPA-dventure!”
The holiday video is MPA’s annual signature piece, a stand-out marketing tool that humanizes and differentiates the firm and its staff within the competitive Boston marketplace. MPA sought to incorporate a message of giving and caring with its 2017 holiday video theme, “Choose Your Own MPA-dventure!” The video featured multiple story paths and successfully expressed both MPA’s fun-loving culture and its caring, philanthropic spirit. Each story path ending revealed that MPA was making a charitable donation to Heading Home, an organization that provides emergency, transitional, and permanent housing and support services to low-income homeless and formerly homeless families and individuals in the Greater Boston area. The video invited viewers to make a donation as well.
The entire firm participated in the planning, production, and distribution of the video, including sending personal emails to 2,724 past, present, and potential clients and colleagues; an e-blast to 3,946 contacts; and a series of social media posts (Facebook, Twitter, LinkedIn) to MPA’s various followers. The responses received from clients and industry partners were overwhelming in their positivity and holiday spirit, and the video received high engagement rates and social media impressions.
The Holiday Piece/Digital category recognizes a one-time piece produced for a specific holiday. MPA’s 2017 holiday video may be viewed at https://www.youtube.com/watch?v=ZQ4FYPtut5I. The jury “loved the concept, very innovative” and noted the video’s “solid results.”
MPA has received numerous past awards from SMPS Boston and SMPS National, including honors for an integrated marketing campaign, target market pieces, alternative media, a special event, and several holiday videos. In total, MPA has won 12 SMPS Boston awards and three national awards since 2007.