2015 Winner

ECOLAB-EL COLOMBIANO

EL COLOMBIANO

Envigado - Antioquia, Colombia

Category Create New Profit Centers

Media associated with this campaign

Overview of this campaign

Businesses are conceived, developed and measure in a world that is constantly in motion, an environment that demands an attitude of permanent renovation, whether it’s inspired by demand, research, or the emergence of opportunities.
That’s why we create a medialab called ECOlab. It’s purpose is to promote innovation and company growth. We believe in creativity as a strategic tool to increase income and audience.


GOALS

  • Create and maintain new and developing business units,
  • products and services in an effort to increase the market.
  • Research new business models.
  • Develop new activities, products and services that can strategically grow the business.
  • Diversify the corporation’s portfolio.
  • Establish strategies to tackle new competitors emerging in the information industry.
  • Promote the business’ long term sustainability .
  • Transform creativity and strategic thinking into corporate culture.
  • Be systematic agents of change.

Results for this campaign

EXPANSION OF CREATIVE CULTURE IN THE ORGANIZATION

  • 19 people have passed through the ECOlab.

WEBSITE REDESIGN

  • Users increased by 20% after redesign
  • Between November 15th and January 20th
  • The new website has had 42.096.765 views.
  • Audiences have posted messages on social networks acknowledging a job well done.

REDESIGN OF NEIGHBORHOOD NEWSPAPERS: ‘GENTE’ (People)

  • Audiences grew by 40% according to the General Media Study.
  • Comments on social networks were positive.
  • Twitter and Facebook accounts were created as part of the redesign strategy. One for each of the four editions and a broader one for the brand.

MAGAZINES AS A NEW BUSINESS UNIT

  • 23 Magazines
  • 2 new customers in 2014
  • U$1.245.000 in advertising.

NEW PROJECTS OF OPPORTUNITY

  • 1.300 magazines about the World Urban Forum and 1.300 about tourism (in english) distributed free of charge at the event, aside from circulating with the newspaper. Advertising sales reached U$15.000.
  • 36.000 magazines for the anniversary of the country’s most influential business organization with U$55.000 in income.
  • Magazine about the World Cup distributed with the newspaper and generating street sales of 80%; advertising sales reached U$54.000.
  • 39.000 magazines for the business sector with U$11.000 in income.
  • 4 awards in excellence in breaking news from the Society of Newspaper Design.

RSE REDESIGN CONTEST

  • 106 participants.
  • 5 juries.

TRANSPARENT CANDIDATES

  • Resume comparison software which had 143.866 views.
  • A microsite devoted to the elections.
  • Two forums, 12 congressional candidates, 5.000 people connected simultaneously.
  • One forum, two presidential candidates, 4.957 people connected simultaneously and more than 9.000 pre-recorded broadcasts.
  • Two live streams with academic analysts, one with over 7.000 and the other with 9.887 users connected simultaneously.
  • Recognition from the NGO for electoral transparency for the job accomplished.
  • Multiple content in the print issue.

OPINION WORKSHOP

  • 132 columns since July 21.
  • 39 undergraduate programs
  • Sold out forums
  • Broke record for the most read column in one day

Contact

To contact a company representative about this campaign, click here for the INMA Member Directory