Ticket to Work Webinar Campaign Wins a Communicator Award!
New Editions announces that Social Security’s Beneficiary Access and Support Services’ (BASS) July 2013 Ticket to Work Webinar campaign received a Communicator Award of Distinction in marketing effectiveness.
The Communicator Awards is the leading international awards program recognizing big ideas in marketing and communications. Founded two decades ago, the Communicator Awards receives over 6,000 entries from companies and agencies of all sizes, making it one of the largest awards of its kind in the world. The award recognized the excellence in the BASS team’s efforts to promote the webinar, which featured Commissioner Chai Feldblum from the Equal Opportunity Employment Commission.
New Editions partners with Booz Allen Hamilton on the BASS contract. New Editions team members contribute to promotional activities and handle logistics for every Ticket to Work webinar.
Several factors contributed to the success of this webinar: the webinar coincided with the observance of the Americans with Disabilities Act anniversary, and featured a high-profile expert in disability policy issues, who helped promote the event via her Twitter profile. Combining these factors with a well-established Ticket to Work web presence and social networks resulted in greater than usual participation, and the highest number of visits to the Ticket to Work website in 2013. In the week following the webinar, more than 93,000 people visited the website, 36 percent above average. BASS capitalized on Commissioner Feldblum’s participation by continuing the conversation live through a Question and Answer session on the Ticket to Work’s Facebook page. As a result, BASS responded to 17 questions and garnered 99 new fans. The webinar not only met its intended purpose of increasing awareness about Ticket to Work and providing a basic look at the program, but the promotional activity conducted before and after the event had a lasting impact on the program’s web presence and social networks.
The July 2013 webinar also won a Hermes Gold Award for an integrated marketing campaign and is a finalist for the National Association of Government Communicators’ Blue Pencil & Gold Screen Awards.