WATERLOO, IOWA (May 9, 2012) –

Tiernan’s responsibilities include working with inbound marketing applications including blogs, social media, SEO, email and content management.

“Katelin has many inherent qualities rarely found in someone of her age and experience. She is very driven, an excellent critical thinker, fearless when it comes to technology and software, and a strategist that understands the big picture,” said Mariah Andrews, Director of Interactive Marketing. “She also happens to be a good writer and proficient in graphic design.”

Tiernan earned her degree from the University of Northern Iowa, where she studied professional communication and design. She started as an interactive intern at Hellman in September 2011.

Joachim brings a diverse set of skills to the agency. She earned her B.A. degree from Wartburg College, and has extensive experience in university development, event planning and public relations. Joachim previously worked as the Executive Director of the New Horizons-Chamber in New Hampton. There, she led community events, including presentations, training seminars and event planning. Joachim was also involved in grant research, and planning and creating marketing materials.

“I was attracted to Hellman because of their unique work and reputation. I’m looking forward to my career here, and I’m honored to be a part of the Hellman team,” stated Joachim.

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Penford wanted its website to be as smart as the company’s solutions and as savvy as its customers. Hellman architected and designed a new and improved website with:

New branding.
It featured a new logo, color scheme, tagline and tone.

New navigation.
User testing revealed that users would prefer to navigate the website by their market (food, pet and animal, paper or bioproducts), rather than by Penford’s two divisions (Food Products and Industrial Ingredients), as was the case in the past.

New approach.
Users also told us they wanted to search for solutions by food application (eg., cheese) and functionality (eg., melt improvement), rather than by its product name (eg., PenTech 1852).

Hellman produced this video, which opened the 2011 Gold Star Award for Outstanding Teaching Awards ceremony. It featured new Gold Star branding by Hellman that was fun, irreverent and kid-centric. The new look and feel was also applied to a new website and brochure.

Hellman produced this B2B marketing video for Ecolab Pest Elimination to promote its pest elimination and prevention solutions. Animation provided an appealing way to discuss unsanitary environments.

Hellman produced this B2B marketing video for Ecolab Pest Elimination to promote its large fly elimination and prevention solutions. Animation provided an appealing way to discuss an unsanitary subject. It was also an engaging way to illustrate fly prevention strategies.

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Opportunity

Health food manufacturers often find that altering their formulas is more work than it’s worth. So, Penford launched PenFibe™ RS, a non-allergenic resistant starch that offers a concentrated source of dietary fiber with only minor formula adjustments necessary.

Strategy

Hellman created the “Fit in Fiber” theme, which emphasized how easy it is to add fiber to food manufacturers’ existing health and wellness recipes. Then we suggested a Starch of the Month Club to encourage them to taste it, test it and try it for themselves.

Solution

Print and online banner ads drove prospects to a “Fit in Fiber” microsite. There, they could learn about PenFibe RS advantages and applications, download spec sheets, find recipes and sign up for the Starch of the Month Club.

The mission of the ADDY® competition is to recognize and reward creative excellence in the art of advertising. At the 80's themed event, Hellman received a total of seven awards, including the honor of Judges’ Citation for Biggest Surprise. This 80’s-inspired award is fashioned after a skateboard.

* Judges’ Citation – Biggest Surprise for "Gold Star Teacher Award"
* Gold ADDY® Award in the category of Sales Promotion for "Ecolab Textile Care Video"
* Gold ADDY® Award in the category of Newspaper for "Story Medical – Change Your Story Advertising Campaign"
* Silver ADDY® Award in the category of Interactive Media for "Penford Corporation Website"
* Silver ADDY® Award in the category of Multiple Media for "Penford Fit In Fiber Campaign"
* Silver ADDY® Award in the category of Multiple Media for "John Deere Green Fever Sweepstakes"
* Gold ADDY® Award in the category of Advertising Industry Self-Promotion for "Hellman Website"

For a full list of 2012 Cedar Valley ADDY® Award Winners, visit the American Advertising Federation – Cedar Valley website: www.aafcedarvalley.com/addy-winners.asp.

Through this gift, students and staff will be treated to the theatrical performance of "Annie" on December 9, 2011. "Annie" is a classic musical about an optimistic redheaded orphan who chases her dreams of a better tomorrow.

"Studies show that kids who get involved with the arts are more creative and successful in the classroom," said Chuck Stilwill, Artistic and Managing Director for the Waterloo Community Playhouse. "Plus the students are just going to have a ball watching 'Annie' and it will get them in the mood for Christmas, if they aren’t already there."

Dr. Walter Cunningham School for Excellence and Hellman are longtime Partners in Education. "It warms my heart knowing the children at Dr. Walter Cunningham School for Excellence will experience the joy, music and laughter that the musical 'Annie' can bring to a crowd," said Bob Hellman, Founder and Chairman of the Board at Hellman. “The Waterloo Community Playhouse gives a wonderful performance."

The musical “Annie” will be performed at the Waterloo Community Playhouse December 9 – 18. To view show times and purchase tickets, please visit www.wcpbhct.org or call the box office at 291-4494.