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expertIP Wins B2B Website Boomerang Award

One of Quebec’s most prestigious marketing and communications prizes goes to Allstream’s online community in recognition of great content and design


Boomerang 2012-expertIP

On November 29, 2012, Allstream’s expertIP blog won a Boomerang Award, one of Quebec’s most prestigious marketing and communications prizes. The expertIP blog was recognized in the enterprise business-to-business website category.

The expertIP blog is an online community where IT managers and stakeholders in mid-market organizations can receive expert advice about their key challenges, such as improving IT performance to in turn drive workforce productivity and manage costs.

“We are thrilled to be recognized by industry peers and experts in the field,” said Jim DeMerlis, Vice-President Marketing, Allstream. “expertIP presents a forum for business and IT professionals to discuss hot topics, industry news and events that will help them find the right solutions for their network services challenges.”

The expertIP creative team includes Concrete Design Communications, Inc., who developed the strategy and content direction during all phases of the project, and NVI , Allstream’s digital agency.

“The marketing objective was simple, if still a tall order: sell the idea of Allstream as a trusted advisor,” said Larry Gaudet, Strategy, Concrete Design Communications, Inc. “And to do that, the strategy was to provide IT professionals and network managers with content they could trust in doing their jobs better. It meant arranging a marriage between corporate marketing messaging and journalistic levels of objectivity. Allstream really stepped up to that.”

“I feel that expertIP is the vehicle we were looking for to start promoting Allstream’s level of expertise,” said Nicolas Cossette, Director, Client Services, NVI. “We’re proud to be part of that collaborative endeavour.”

The Boomerang Awards honour the best websites and interactive marketing initiatives in Quebec. For the 2012 competition, the jury selected projects that contributed the most to the collective culture of communication.

The Boomerang Awards are presented by Quebecor Media in collaboration with Infopresse Inpix, TC Media, Microsoft Advertising and Postmedia.

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