Both organizations are first-time winners in the Public Relations Society of America (PRSA) national competition.
On Thursday, June 13, the Public Relations Society of America held its annual Silver Anvil Awards ceremony at the Equitable Tower in New York City. Saint-Gobain Corporation received a Silver Anvil Award of Excellence in the "Events and Observances (Seven or Fewer Days) – Business to Business category" for its "Greening Greene Street" community relations event developed and executed in partnership with Brownstein Group, the only Philadelphia-based agency represented among the 2013 winners. Recognizing industry-leading public relations initiatives, this year's competition drew 847 entries, of which only 144 organizations were selected as finalists by the Silver Anvil Judges. This is the first Silver Anvil for both Saint-Gobain Corporation and Brownstein Group.
Saint-Gobain Corporation, the North American arm of the world's largest building materials company, began a three-year $550,000 partnership with YouthBuild USA, a non-profit that helps disadvantaged youth earn their GEDs or high school diplomas while learning green construction skills. Through the national partnership, employees from Saint-Gobain and its building materials brand CertainTeed worked alongside YouthBuild Philadelphia students to rebuild a home to LEED Platinum certification. To celebrate the completion, and to demonstrate to local government officials and community groups that Saint-Gobain can assist cities in achieving sustainability goals, Brownstein Group created a non-traditional ribbon-cutting event to elevate the importance of energy-efficiency and sustainability through education and hands-on participation.
With a budget of just $15,000, Brownstein Group executed four key tactics: the Green Street Fair, featuring pop-up parks and live music; an open house involving an educational tour and sustainability pledge; a Green Ribbon-Cutting Ceremony featuring local dignitaries and emotional remarks from students; and media relations.
"Through our national partnership with YouthBuild and especially with this celebratory 'green' event, Saint-Gobain has humanized its brand story and has effectively engaged multiple stakeholders through emotional storytelling," said Dina Silver Pokedoff, APR, external communications manager at Saint-Gobain. "We are especially honored to be recognized for these efforts which reinforce our corporate belief that we 'do well by doing good' when we serve the communities where our employees live and work."
The "Greening Greene Street" initiative resulted in 10 unique media stories published within a three-day period with 95 percent key message delivery. Ninety percent of neighbors who attended the event toured the home with Saint-Gobain's building experts, and all who toured signed the sustainability pledge. Seventeen government officials participated in the event, exceeding the goal of 15. And, 35 Saint-Gobain employees attended the event, surpassing the goal of 30 employees.
"The Silver Anvil is the most prestigious award in the public relations industry," said Erin Allsman, APR, vice president, public relations and social media director at Brownstein Group. "For more than 60 years, it has been given to organizations in recognition of stellar work. This honor reflects the trust that exists between our agency and Saint-Gobain, as well as our team's ability to put measurable objectives in place and exceed them through exceptional strategy, planning and execution."
The Saint-Gobain account team at Brownstein Group responsible for the award-winning work, includes, Erin Allsman, APR, vice president, public relations and social media director; Laura Van De Pette, APR, account supervisor; and Nicole Gainer, account executive. At Saint-Gobain, the program is spearheaded by Dina Silver Pokedoff, APR, external communications manager. Brownstein Group has served as the North American agency of record for Saint-Gobain since 2011.
About Brownstein Group
Brownstein Group is a brand communication firm located in Center City Philadelphia. Founded in 1964 as Brownstein Advertising, Brownstein Group has since evolved into a network of integrated communication specialties encompassing brand strategy, digital, advertising and design, public relations, and social media. A member of the 4As, the Public Relations Society of America and Philly Ad Club, Brownstein Group provides services to local, national and international clients such as IKEA, Beneficial Bank, Comcast, Microsoft, Saint-Gobain North America, AmerisourceBergen, Cozen O'Connor, Einstein Healthcare Network, the Philadelphia Auto Show, and Campus Apartments. For additional information, connect with Brownstein Group on Twitter @Brownstein_Grp or Facebook at www.facebook.com/brownsteingroup, or visit www.brownsteingroup.com.
About Saint-Gobain in North America
Saint-Gobain, the world's largest building materials company, has its North American headquarters in Valley Forge, Pennsylvania. As the world leader in sustainable habitat, Saint-Gobain is committed to inventing solutions to help professionals and communities around the world build and renovate comfortable, healthy, economical and energy-efficient buildings. The company has more than 265 locations in North America and approximately 19,000 employees. In the United States and Canada, Saint-Gobain reported sales of approximately $7.9 billion in 2012.
Recognized as a 2009 and 2010 ENERGY STAR Partner of the Year by the U.S. Environmental Protection Agency, Saint-Gobain earned the 2011, 2012 and 2013 ENERGY STAR Sustained Excellence Award, the highest level of recognition for outstanding contributions to protecting the environment through energy efficiency. For more information about Saint-Gobain in North America, connect with the company on Facebook and Twitter.
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Dina Silver Pokedoff, APR