2016 Marketing Excellence Award Entry

Transcription

1 2016 Marketing Excellence Award Entry Company: Contact: Phone Number: Client: Campaign: Date of campaign launch: Category: NEW! Guerilla/Grassroots Campaign Any budget NEW! Social Media Campaign - Any budget Campaign budget under $100,000 Campaign budget $100,001 - $500,000 Campaign budget $500,001 - $1,000,000 Campaign budget over $1,000,001 Non-profit campaign Any budget Tax ID: Collegiate campaign Any budget *Marketing Campaign the Year will be awarded to the top campaign overall. See the judging criteria, category descriptions and entry rules for submission guidelines. Payment required with submission of Entry form. Entry Fees AMA Members: $50 per entry Non-AMA Members: $60 per entry AMA Students: Free Non-AMA Students: $20 per entry Submit payment on Payment Confirmation Number: Deadline All entries must be submitted by 5pm on Friday, May 20, Entries can be ed to: awards@ama-sa.org. Extended due date: 5pm on Wednesday, May 25, A late fee of $20 will be charged. Awards will be presented at the Marketing Excellence Awards dinner on Wednesday, June 22, 2016, at the DoSeum. For more information, visit ama-sa.org or awards@ama-sa.org.

2 2016 Award Entry 1. CHALLENGE What was the core, basic problem to be solved or challenge to be addressed by the entry? Give a summary of the challenge and explain how it will be addressed. Judges score on how clearly the challenge is stated. 2. OBJECTIVE(S) What was/were the objective(s) to address the situation or challenge? Judges score whether the objectives are sound, clear and measurable. If objectives aren't measurable, judges score whether they were clear enough to determine if they were achieved.

3 3. STRATEGY/TACTICS What was the strategy and what tactics (actions) were undertaken for achieving the objectives? Judges score how well the strategy/tactics relate achieving the objectives. 4. MESSAGE ALIGNMENT How does the approach and tone of the creative message align with the target audience and support the stated objectives and strategies? Judges score how well the elements of the message, including the graphics and copy, align with the goals of the program. These criteria will allow judges to give credit for innovative and creative ideas within marketing programs.

4 5. RESULTS What results produced by the entry represent how it attributed to achieving its objective(s)? Judges score how effective the entry was in producing results that tie to the stated objective(s). The results score receives DOUBLE WEIGHT, so it's extremely important to describe the results in as measurable of terms as possible to prove the objective(s) was/were achieved.

5 Marketing Excellence Award JUDGING CRITERIA The Marketing Excellence Awards committee sets criteria and tabulates and certifies the results. Judges make all decisions regarding eligibility, finalists and winners, and their decisions are final. Each entry must include answers to the five (5) questions (typewritten in a Word or PDF 8.5" x 11" document, three page maximum) and any supporting materials. Use the provided entry form as a cover page (not included in the three pages). Judges score each answer on a 1 to 10 scale, with 10 being the highest. The entry with the highest number of points is the winner. The five (5) questions are: 1. CHALLENGE What was the core, basic problem to be solved or challenge to be addressed by the entry? Give a summary of the challenge and explain how it will be addressed. Judges score on how clearly the challenge is stated. 2. OBJECTIVE(S) What was/were the objective(s) to address the situation or challenge? Judges score whether the objectives are sound, clear and measurable. If objectives aren't measurable, judges score whether they were clear enough to determine if they were achieved. 3. STRATEGY/TACTICS What was the strategy and what tactics (actions) were undertaken for achieving the objectives? Judges score how well the strategy/tactics relate achieving the objectives. *In the Social Media Campaign category, judges will score how well the social media tactics relate to achieving the campaign s overall objectives. *In the Guerilla/Grassroots Campaign category, explain the development of the chosen unconventional tactics. Judges will score how well these tactics relate to achieving the campaign s overall objectives. 4. MESSAGE ALIGNMENT How does the approach and tone of the creative message align with the target audience and support the stated objectives and strategies? Judges score how well the elements of the message, including the graphics and copy, align with the goals of the program. These criteria will allow judges to give credit for innovative and creative ideas within marketing programs. 5. RESULTS What results produced by the entry represent how it attributed to achieving its objective(s)? Results should be measurable. Judges score how effective the entry was in producing results that tie to the stated objective(s). The results score receives DOUBLE WEIGHT, so it's extremely important to describe the results in as measurable of terms as possible to prove the objective(s) was/were achieved. CATEGORY DESCRIPTIONS NON-PROFIT (In-house or Agency; Any Budget)- Marketing campaign for a Non-Profit Organization in San Antonio COLLEGIATE (Any Budget)- Marketing campaign developed by a San Antonio collegiate student/organization GUERILLA/GRASSROOTS CAMPAIGN (NEW!) (Any Budget)- Marketing campaign utilizing unconventional marketing tactics (experiential, special event, installation, urban art, etc.) SOCIAL MEDIA CAMPAIGN (NEW!) (Any Budget)- Marketing campaign utilizing social media (Facebook, Twitter, Instagram, Snapchat, etc.) as its primary tactic MARKETING CAMPAIGN OF THE YEAR (Any Category, Any Budget)- MEA entry with highest overall score

6 ENTRY RULES Each entry must have been produced or implemented during 2015 by a firm or individual located in the San Antonio area. Campaigns could have run locally in San Antonio or nationally, as long as a local San Antonio firm produced the work. Each entry must be prepared according to the criteria below or will be subject to disqualification. The decision of the judges is final. Along with the written entry following the judging criteria above, each entry may contain any supporting materials the entrant feels will support the written portion of the entry. o Provide entry and any available audio or video support materials in a digital format. Remember to save video so that it can be viewed using a flash player. Provide all digital support materials in a high resolution jpeg format. o For display purposes at the event, we will notify award nominees to bring hard copy representations such as samples, application examples, photos, web page screen prints, illustrations, press clippings, media clips, reports, tables, charts, testimonials and other documented evidence. The supporting materials and a hard copy of the entry form may be provided for display at the Awards event. Non-Profit entries must be a 501(c)3 and provide their tax ID. Student Campaigns can be any work done by students at a local university or college. These can include, but are not limited to, projects done for class assignments or internships. Students must be present to win. If any one category gets less than 3 entries, the entries will be rolled into the next lower category, in terms of budget. Current American Marketing Association San Antonio chapter board members are ineligible to submit entries. ALL entries become the property of AMA-SA and WILL NOT BE RETURNED. Submit entries to arrive no later than 5pm on Friday, May 20, Late entries will be accepted until 5pm on Wednesday, May 25, 2016 and will incur a $20 late fee in addition to the entry fee. All entries should be ed to: awards@ama-sa.org