The Paragon Awards recognize the top public relations efforts of local agencies in Southeast Wisconsin.

MILWAUKEE – May 26, 2021 – Nelson Schmidt Inc., a leading independent full-service marketing agency, has won two Paragon Awards through the PRSA of Southeastern Wisconsin. These honors are on behalf of clients Panduit and Maytag Commercial Laundry. The awards included:

  • Award of Distinction, Content Marketing for Panduit “Data Center Campaign”
  • Award of Distinction, Integrated Communications – Business / Industry for Maytag “The Replacement Brand Campaign”
Award of Distinction, Content Marketing for Panduit “Data Center Campaign”

With three different audiences to target, multi-tenant data center, cloud application and system integrators, this campaign for Panduit excelled across multiple different areas of promotion and performance.

The campaign exceeded the benchmarks projected at the start of the year. The net new prospects, potential prospect to qualified lead and qualified lead to sales opportunity all ended higher than the projections.

(Data Center Earned Media Placements)

 

Award of Distinction, Integrated Communications – Business / Industry for Maytag “The Replacement Brand Campaign”

The legendary Maytag residential brand doesn’t carry the same strength in the commercial laundry category, so we helped Maytag Commercial Laundry rethink how they positioned their brand and developed a full-funnel integrated marketing campaign to differentiate them from their more well-known competitors.

While exploring strategies to make Maytag’s brand more compelling and relevant, we dug deep into the data of the commercial laundry category and uncovered an incredible insight. Nearly all manufacturers, including Maytag, were basing their sales strategies on the needs of the biggest laundromats in the nation.

However, nearly 60% of laundromats were actually much smaller and had very different product needs. This happened to align perfectly with Maytag’s product portfolio, which didn’t include the giant machines larger laundromats require.

So, we commissioned sponsored research with the industry’s leading publication to identify the behaviors and trends of the ignored audience segment we exposed.

We learned that the majority of these smaller laundromat owners kept aging washers and dryers much longer than what made financial sense. Data showed that if they replaced these machines sooner, the ROI far outweighed the purchase price.

This idea of proactive product replacement exposed a new category with a market opportunity worth $500 million. Which led us to relaunching Maytag as the “replacement” brand with a full-funnel integrated marketing campaign.

(Publication-Sponsored Emails)