DETROIT ? Public relations agency Airfoil was honored Thursday night by the Public Relations Society of America as a winner of the Silver Anvil Award in the Technology-Software and Services category for its representation of the Microsoft Small-and Medium-Sized Business Group?s 2012 business-to-business campaign.
?We are so excited for the team at Microsoft SMB whose cutting-edge thinking made this program possible,? said Airfoil Co-CEO, Lisa Vallee-Smith. ?Being awarded the Silver Anvil in one of the industry?s hottest categories is a testament to the innovative programming that is possible through partnership.?
With the advent of cloud computing, SMBs are entering a technology revolution, which opens up a world of new applications and functionalities never accessible to them until now. SMBs generally tend toward a traditional technology such as hardware and on-premise software. This presented Microsoft with an awareness opportunity to educate this audience about the power of cloud computing while establishing brand affinity amidst a competitive set of technology providers also actively targeting this sector.
The Microsoft U.S. SMB PR team was tasked with building deeper brand affinity among SMBs for the Microsoft brand as a caring provider of innovative and valuable technologies, while communicating the power and potential of cloud computing for the SMB audience. They did this while also integrating with the company?s overarching marketing efforts. The PR team had three main objectives for the business-to-business campaign: create a perception shift around Microsoft?s support of SMBs, drive thought-leadership among SMBs and broadly educate SMBs.
?The success of programs today requires that brands tap into something larger,? noted Airfoil Co-CEO, Janet Tyler. ?We applaud the team for identifying a relevant movement and capitalizing in a way that built affinity with the audience.?
Regarded as the “Icon of Best Public Relations Practices,” the national awards program was established in 1946 to recognize programs of excellence ?that incorporate sound research, planning, execution and evaluation?and meet the highest standards of performance in the profession.? PRSA announced that, of this year?s program?s 847 entries, only 144 organizations were selected by the Silver Anvil Judges as finalists.
