J2 Wins Zweig Marketing Excellence Award for Creative 12 Sweet Years Campaign

J2 is excited to share that our 2019 12 Sweet Years campaign snagged a 2020 Zweig Marketing Excellence Award in the Integrated Marketing category. Our 12th-anniversary marketing campaign centered around repurposing National Doughnut Day to #J2DoughnutDay with a surprise #12SweetYears delivery to cornerstone clients. The purpose of the campaign was to thank our clients who contributed to and supported J2 throughout our first twelve years of business and, second, to celebrate and bring awareness to our twelfth anniversary.

J2 Wins Zweig Marketing Excellence Award for Creative 12 Sweet Years Campaign

The goal for the National Doughnut Day client gift was to surprise, delight, and leave a great memory with our clients. We hoped that clients and staff would have a fun exchange outside of a typical meeting; leave a positive impression wth clients; and share the gift with their team and, perhaps, a positive story.

For our #12SweetYears #J2DoughnutDay gift, we chose the gourmet doughnut bakery Texas Doughnuts. We packaged each dozen with an original 12 Sweet Years thank you card and had each client team member sign the card with a personal note. We sent a 12 Sweet Years branded email to every client recipient in advance of each doughnut delivery to build anticipation. Each package was delivered by the client’s primary point of contact, opening an opportunity to connect casually and take candid photos. Our staff shared doughnut deliveries on social media with the hashtags #12sweetYears, #J2DoughnutDay, and #NationalDoughnutDay. Each email and note card also included the hashtags to encourage clients to share photos on social.

J2 Wins Zweig Marketing Excellence Award for Creative Campaign

The pre-gift email was delivered to our clients to build anticipation.

The #12SweetYears notecard design was bright and big with mouth-watering doughnuts to encourage onlookers to notice the card and for card recipients to hold on to it after the gift delivery. The strong imagery of food on both communication pieces drove interest and appreciation of the gift while the play on National Doughnut Day created intrigue and a fun vibe.

The notecard design was bright and big with mouth-watering doughnuts to encourage onlookers to notice the card and for card recipients to hold on to it after the gift delivery. The preemptive email design was also eye-catching and coordinated with the card design. The strong imagery of food on both communication pieces drove interest and appreciation of the gift while the play on National Doughnut Day created intrigue and a fun vibe. Client feedback via phone, email, and social media was overwhelmingly appreciative and in the same vein as one of our client comments, “Please share our gratitude to the whole team for the dozen doughnuts on Friday. What a great, original way to celebrate your 12th Anniversary.”

The #12SweetYears note card was attached to each J2 Doughnut Day delivery.

Client feedback via phone, email, and social media was overwhelmingly appreciative and in the same vein as one of our client comments, “Please share our gratitude to the whole team for the dozen doughnuts on Friday. What a great, original way to celebrate your 12th anniversary.”

J2 Wins Zweig Marketing Excellence Award for Creative Campaign

We had a blast delivering doughnuts and smiles to our clients.

“A doughnut delivery might not be what you expect from your lead engineer, but the friendly gesture nods to our culture — steadfast since we founded in 2007,” said Jim Bishoff, principal, J2. “We focus on maintaining and growing client and employee relationships and are humbled by our clients’ trust and dedication. We look forward to thanking them again in a fun, unexpected way soon!”

The Zweig Marketing Excellence Awards recognize outstanding, results-driven marketing in the AEC industry. A team of marketing professionals judge entries and evaluate them based upon overall creativity, messaging, results achieved by the campaign, and level of design. Winners will be honored at the 2020 Elevate AEC Conference in Denver, CO, September 30-October 2 and at Zweig Group’s Virtual Elevate AEC Conference on October 16.

“We chose the twofold thank-you and awareness campaign as a cornerstone marketing effort for 2019 because our clients are the foundation of our business,” said Jeff Gilliland, principal, J2. “Our gratitude always goes to our clients for their continued business and support. Not only do we thank them, but we are also happy to call our clients friends.”

View the complete list of Marketing Excellence Award Winners. For further information, please email us at info@j2engineers.com.