Best Software markets HR/payroll and fixed assets software through a dedicated channel of value-added resellers (VARs), which are typically 10-30 person companies, comprised of network and software integration experts.

The strategy for promoting Best Software through VARs involves publicizing examples of successful work. The challenge is efficiently obtaining content from more than 100 VARs that can be developed into case studies for media and prospect outreach efforts.

Duffey created the inaugural “VAR Awards” to take place during Conquest, Best Software’s annual meeting and internal tradeshow. By creating a competition, Duffey used the VAR Awards as an incentive for resellers to discuss the details of their most celebrated and creative software implementations. The awards were equally creative. For example, the VAR Award recipient for “Quickest Implementation” received a new pair of baby Nike running shoes with the words “Quick” and “Install” imprinted on the soles. Other VAR Awards included a Weird Al Yankovic CD for “Most Unusual Install”; a $25 movie gift package for “Biggest Marquee Install”; a Lite-Brite set for “Most Innovative Install” and an oversized, pink piggy bank for “Best ROI.” All the questionnaires were collected and collated, by reseller, for easy reference.

Overall, the agency collected details of more than 20 customer installations in a two-hour span, and has already developed nearly a half-dozen complete case studies. Of those developed case studies, Duffey distributed four news releases, two of which have led to coverage in major HR trade publications (HR Executive and Talent Economy). The VAR Awards helped to generate 228,800 impressions and an advertising equivalency of $6,830. To date, the ROI for this project is 273 percent.