2024 Topaz Awards Recap: Marketing Communication Award (MCA) Winners (Part 2)

The SMPS San Francisco Bay Area and Sacramento Chapters are thrilled to recognize the Marketing Communication Award (MCA) Winners from the 2024 Topaz Awards. For more than two decades now, this program has provided the forum to recognize some of the extraordinary achievements of the companies that set the standards of excellence for A/E/C marketing.

Please note this recap has been split into two parts. This week, we’re featuring the following categories: External Communications, Internal Communications, Digital Media, Website (Internal/External, Best in Show, People’s Choice Award. Click here to check out last week’s post, where we featured winners from these categories: Brand Awareness/Corporate Identity, Promotional Campaign Holiday/Special Event, Recruitment/Retention Marketing, Project Pursuit Marketing.

External Communications

This category recognizes a public relations campaign aimed at an external audience via third-party media, or a self-published, client-focused publication designed in newsletter, book, or magazine format.

Award of Excellence: Stok

Following the hire of a new practice leader, Stok’s winning campaign aimed to demonstrate thought leadership with a flagship publication based on original research and interviews with third-party experts. The marketing team used multiple channels — including website, email, social media, and conference speaking proposals — to complement the efforts of their PR agency in promoting the publication after launch. With close collaboration between in-house marketers and creative partners, the team secured earned media placements in key target publications including CoreNet Global and IFMA (International Facility Management Association) — while exceeding their goal for new email subscribers by 30%. The content developed through the campaign also helped the sales team secure a strategic partnership that introduced the firm to two new corporate clients.

Judge’s remarks: The judges commented that the PR plan represents a modern, data-driven, multi-platform strategy, including "give to get" knowledge sharing that is immediately impactful, shareable and memorable. Involving other trusted advisors in the field strengthened the evidence.

Award of Merit: Blach Construction

Blach Construction sought to boost its media relations and build on a six-year relationship with its PR agency. The goals included reinforcing the firm’s position as a trusted builder of more than 50 years by showcasing its innovation, technical aptitude, diverse project portfolio, and competitive advantages. With target audiences including local developers, education administrators, and building industry professionals, the team pursued local, regional, and national media outlets (print and digital) as well as industry trade publications. Over the course of the two-year program, the campaign generated more than 200 media clips and 16 press releases. The firm’s President was featured twice in Silicon Valley’s premier business magazine, sharing insights on issues and trends facing the industry.

Judge’s remarks: “Blach thoughtfully planned their strategy for the campaign and executed effectively. The resulting press was voluminous…the [in-house] marketing team did commendable work in identifying and addressing the needs to elevate the firm's expertise and name recognition.”

Internal Communications

This category includes any print or digital communications piece intended for an employee audience, such as a recognition program, employee newsletters, awards program, or culture-related initiative.

Award of Excellence: Cahill

Cahill set out to create an innovative employee recognition program that celebrates milestone “workiversaries” in a fun and personal way. Over three months, with a modest budget, the marketing team planned and executed the introduction of custom Legos as “workiversary” awards. Introduced with a promotional video and presentation at the company quarterly meeting, the Lego theme resonated strongly with employees across the board. Lego stacks can now be found prominently displayed throughout the Cahill offices, highlighting the program's impact.

Judge’s remarks: The judges praised the entry for how it exemplifies joyfulness and resourcefulness. The Lego blocks provide a wonderful reminder of the joy of building even through the daily challenges of the job.

Digital Media

This category recognizes a digital marketing piece, social media campaign, or virtual experience that utilizes online and interactive tools to generate engagement and collaboration.

Award of Excellence: KW Renewable Engineering

Let’s say you’re an engineering firm with a 50 year history and excellent reputation in your market. You decide to launch an affiliate focused on renewable energy, a market that’s experiencing rapid change in the technology and regulatory landscape. How do you build brand awareness with an audience that’s so discerning, in a space that’s so crowded, and show quick results? KW Renewable Engineering’s marketing team responded to this challenge with an intensive, five-day social media campaign aligned with National Clean Energy Week. Informed by two months of topic research and interviews with subject matter experts, the team used A/B testing for graphics and messaging, maximizing engagement and impact. This campaign earned nearly 20,000 website views and strong engagement on social platforms, establishing the new brand and supporting the firm in doubling revenue goals for the new venture.

Judge’s remarks: “The team's goals were very clearly mapped, and they hit the mark with the content they produced…with clear planning and visually compelling and relevant graphics, KWRE raised awareness for both National Clean Energy Week and their firm in a relevant and meaningful way for their defined target audience.”

Website (Internal/External)

This category recognizes either an internal or external website that has been launched for the purpose of your firm’s internal communications, that promotes your firm, or has been launched by your firm for a specific project.

Award of Excellence: Delve Underground

Delve Underground needed a new website as part of a comprehensive rebrand. With nine months to complete this new digital identity, the project required efficient budget allocation, collaboration, and planning. With a target audience of potential clients and teaming partners across multiple continents, messaging aimed to emphasize the brand’s transformation and modernization, while preserving its history and legacy of excellence. With close collaboration between the in-house marketing team and creative partner, the new site was completed on schedule and exceeded expectations: achieving 1,000 views in the first 30 days and ranking #1 in Google Search for the new name. 

Judge’s remarks: “The full bleed pages allow for an immersive experience, and the visual branding is very clear and effective throughout the site. Stunning, story-telling visuals, and cool interactive movement/visual elements throughout.”

Award of Merit: Harris & Associates

After eight years of suffering with an outdated internal website system, the Harris & Associates team completed a thorough content cleanup and reorganization to reflect the firm’s growth and business needs. The new platform helps engage a diverse and hybrid employee population, acting as a hub for knowledge management. The team applied the “Essential Content Update” method to refine content and enhance information architecture for improved usability. To support the launch, they customized messaging to engage diverse audiences, highlighting the benefits of the new platform and prioritizing transparency, accessibility and inclusivity. With a detailed project plan, the six-month transition was completed entirely by the in-house team. The results have shown significant increases in user engagement and employee productivity while reducing IT costs. 

Judge’s remarks: “A beautiful refresh of the internal website…pleasingly easy to navigate with great accessibility.”

Award of Merit: TEECOM

Over the past decade, TEECOM has transformed from a Bay Area focused engineering firm with about 30 employees, to a global, fully remote workforce of more than 150 people spread across 25 states plus the U.K. This expansion prompted an evolution of the firm’s digital presence, its new operational scale, and ability to serve diverse markets. An earlier upgrade of the website had shown the limitations of the current tech platform, so the team made the move to a new architecture that offered more flexibility and scalability. Informed by rigorous market research, the new site is designed with multiple user journeys customized to different personas, enhancing user experience and engagement.

Judge’s remarks: “Superb visuals that are tied together to enhance the narratives and drive the reader to continue…truly showcases the transformation of a firm and of a website to become a global entity.” 

Best in Show

This category recognizes the one entry that achieved the highest average score in the judging process.

Best in Show Winner: KW Renewable Energy

National Clean Energy Week Campaign (see Digital Media category for more details)

People’s Choice Award

This category recognizes the company that captured the hearts and minds of Northern California A/E/C marketers through in-person voting at the 2024 Topaz Awards.

People’s Choice Award Winner: Capital Engineering

Attendees at the Topaz Awards night cast their votes, and the People’s Choice Award winner was Capital Engineering with their  “Cookin’ with Capital” Cookbook (see Holiday/Special Event category above for more details).