Press Releases

March 23, 2016

BIA/Kelsey Announces Winners of 2016 GOLOCAL Awards

By Julie Piatek

GOLOCAL recognizes the best local marketing initiatives of brands, franchises and multi-location businesses.

CHANTILLY, Va. (March 23, 2016) – BIA/Kelsey today announced the winners of the 2016 GOLOCAL Awards, recognizing successful local marketing initiatives deployed by brands, franchises and multi-location businesses. Entries were evaluated by a panel of expert judges based on how effectively they fulfilled their stated objectives. Earlier this month, the field was narrowed to 10 finalists, which were highlighted at this week’s BIA/Kelsey BRANDS conference in New York.

Now in its third year, the GOLOCAL competition was established by BIA/Kelsey to draw out success stories of brand marketers executing locally. The goal of the competition is to highlight the tremendous work being done and the innovations and risks brands and local agents are taking to expand opportunities to engage with local audiences.

“Congratulations to our GOLOCAL winners, who have demonstrated strategic, innovative and results-driven approaches to brand-to-local marketing,” said MacKenzie Lovings, VP of marketing, BIA/Kelsey. “This year we received 26 entries, all of which illustrated innovation and technical sophistication. We also wish to thank our esteemed panel of judges, who had the difficult task of determining the winners from the most competitive field of GOLOCAL submissions to date.”

The winners of the 2016 GOLOCAL Awards are:

  • Innovation: Netsertive for “Serta Goes Digital for Labor Day Promotions.”  To drive local market sales through co-op marketing programs, Serta leveraged Netsertive for its National Offer campaign during Labor Day weekend 2015. Serta armed five different buying groups with search, display and retargeting ads to distribute to their local retail partners. With Netsertive’s help, Serta was able to generate and distribute dynamic landing pages, built to deliver brand-approved messaging and special Labor Day offers directly through local business’ existing websites, automating turnkey digital campaigns with advanced ad placement and customer retargeting.
  • Sales/Revenue: SIM Partners for “Advocate Health Care Surpasses Patient Acquisition Goals with Velocity.” By harnessing local data and content to provide contextually relevant, location-specific experiences for more than 6,000 physicians, SIM Partners’ Velocity helped Advocate Health Care automate their local efforts to drive patient acquisition at scale, surpassing their 2015 appointment growth targets.
  • Strategic Use of Digital Marketing: Brandmuscle for “Brandmuscle Helps Insurance Agent Use National Brand and News Buzz to Generate Leads through Facebook.” An insurance agent used Brandmuscle to create a timely lead-generation campaign targeting the local LGBT community in New York, around the NYC Pride Parade and a major Supreme Court decision in June 2015. Brandmuscle executed a Facebook ad campaign surpassing even the agent’s expectations.

The 2016 GOLOCAL Awards were judged by a panel of brand-to-local marketing experts, featuring: Rex Conklin, Fortune 50 Marketing Executive; David Kaplan, Managing Editor, GeoMarketing; Warren Kay, VP, Advertising, Under Armour; Maribeth Papuga, Executive-in-Residence, BIA/Kelsey; and JonPaul Rexing, Senior Director of Sales, ESPN Hometown.

Visit the BIA/Kelsey BRANDS networking group on LinkedIn to connect with GOLOCAL participants and for ongoing discussions with the brand-to-local marketing community.

About BIA/Kelsey

BIA/Kelsey defines, organizes and analyzes the multibillion-dollar Local Commerce Universe (LCU) for media, technology companies, brands and agencies competing in today’s multiplatform, interactive local media and marketing arena. LCU, the firm’s proprietary vision for tracking the evolving local marketplace, provides an effective framework for delivering meaningful data-driven analysis, consulting and valuation services, competitive intelligence and state-of-the-industry conferences. Learn more about BIA/Kelsey athttp://www.biakelsey.com.

For more information contact:
Eileen Pacheco
For BIA/Kelsey
(508) 888-7478
eileen@tango-group.com