Boston – Margulies Perruzzi Architects (MPA) recently announced that the firm was honored with a 2016 Society for Marketing Professional Services (SMPS) Boston Award. MPA received the first place honor in the Holiday Digital Piece category for its 2015 holiday video entitled “Snowbound at MPA.” The award marks the firm’s ninth SMPS Boston award since 2007. The firm has also won three SMPS National awards.
The judges found MPA’s holiday video to be a “really creative story-like video that makes you watch from start to finish.”
MPA’s focus on video is part of the firm’s marketing strategy to promote projects in the clients’ own words and convey the firm’s design approach and company culture as a great place to work. Since 2010, MPA has produced and posted videos promoting a variety of client projects and company activities, and in 2012, started its holiday video tradition replacing the paper card mailing. Combined with the firm’s forward-thinking approach to social media, video production has been a unique and entertaining way to communicate its message of designing exceptional workplaces for clients.
The Holiday Digital Piece category recognizes a one-time celebratory piece produced for a specific holiday. MPA’s goal for its 2015 holiday video, “Snowbound at MPA,” was to spread holiday cheer and use the video as part of the firm’s client retention and lead generation strategy. Based on its previous holiday videos, MPA knew that the most engaging videos were those with fun, story-based messages. A staff brainstorming session yielded two ideas: a movie trailer that would be the right length and pacing to capture interest online and the concept of being snowed in the office. The final concept combined these ideas to create the “Snowbound at MPA” movie trailer. MPA’s marketing team then collaborated with Good Life Productions on the production of this video. MPA received an overwhelming amount of positive feedback from clients. The supporting social media blitz garnered a substantial increase in online impressions, and resulted in the hire of two new employees.
“It is extremely gratifying to be honored by a jury of our peers in the SMPS Boston Chapter,” said Marc Margulies, FAIA, LEED AP, principal and senior partner at Margulies Perruzzi Architects. “The holiday video truly captures the personality of our firm. It helps in our recruitment efforts by illustrating what a great place MPA is to work, and shows our clients that we are more than just corporate project teams: we are fun and creative individuals. I’m proud of our marketing team for producing such a fun and highly-lauded quality piece on behalf of MPA.”
In 2014, MPA was honored with three SMPS Boston Recognizing Outstanding Communications (ROC) awards, receiving an honorable mention in the Integrated Marketing Campaign category, the first place honor in the Holiday Piece category, and the People’s Choice award. In previous SMPS Boston Awards, MPA achieved a first place honor in the Target Market category in 2012, and a first place honor in the Target Market category and the Best in Show Award in 2011. The firm also won second place in the Holiday category in 2008, and first place in the Alternative Media category in 2007. Additionally, at SMPS National in 2014, MPA received a first place honor in the Holiday Digital Piece category, and a second place honor in the Special Event category. MPA achieved a first place honor at SMPS National in 2013 in the Video category.