How To Win An Edac Marketing Canada Award
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1 2013 Marketing Canada Awards Marketing Awards winners will be announced over three days at the 2013 EDAC Annual Conference Sept in St. John s, NL.
2 As always, EDAC s Marketing Canada Awards acknowledge and praise communities across Canada who have succeeded in their marketing efforts for all the right reasons! With the future of economic development in mind, EDAC s Marketing Canada Awards continue to focus on highlighting up-and-coming best practices, particularly focused on sustainable marketing initiatives. But what does sustainable marketing mean? To us, sustainability is about mindfulness being mindful of one s place, processes, and mentality in order to influence change for the better of our communities, local and global. Sustainable marketing practices have minimal long-term effect on the environment. Really, sustainable marketing is about social responsibility. Marketing needs to evolve to impact community behavior and increase the effectiveness of distribution of products and information. Sustainable marketing just makes good sense. It is about gaining the competitive advantage by adopting a holistic, environmentally-friendly mentality that is clear in your marketing tactics. Making strides in this new direction, EDAC hopes to influence change. Sustainability is not a green fad - it is about doing what is right. Every little bit counts. Thus, our Marketing Canada Awards process is evolving to positively influence and accommodate the changes we hope to see in your submissions. In this spirit of sustainability all our categories have been considered. As part of the process evolution, this year one winner from each budget category will also be awarded a Sustainability Award. The Sustainability Award recognizes green efforts and best practices being implemented. These winners truly showcase sustainable marketing. Presentations for the three budget categories will be delivered separately one on each day - Sunday, Monday and Tuesday. At the President s Dinner, Tuesday night, a re-cap of the Cup Contenders will take place and the EDAC Cup will be awarded. The Cup will be passed along once again as the grand prize!
3 Submissions We welcome submissions from both EDAC members and non-members. All organizations involved in marketing Canadian provinces, territories, regions, cities, towns, and areas. To be eligible for EDAC s Marketing Canada Awards submissions must include projects that have not previously won an EDAC Marketing Canada Award and that have been in use within the last 12 months. All submissions are organized according to total economic development operating budget, not individual project budget. Less than $200,000 $200,000-$600,000 Greater than $600,000 We look forward to receiving your submission and payment by August 8, EDAC Members: $70 (plus GST or HST) per submission Non-Members: $100 (plus GST or HST) per submission Judging The Marketing Canada Awards Judging Panel is made up of a diverse group of individuals with marketing and promotion expertise. Judges will evaluate submissions to determine award recipients. Submissions will be evaluated based on the following criteria*: Creativity and uniqueness of the approach Effectiveness in achieving objectives User-friendliness Ease of extracting information Completeness and consistency of approach
4 How to Submit Online! No need to print the submission form and fax it in. Please fill out the online Marketing Canada Awards Submission Form on the EDAC website and upload any sample materials and abstracts. What we need from you Along with a completed submission form, please include a single page (maximum for each submission) abstract detailing the purpose and impact of your marketing efforts. Where applicable please detail the sustainable product, process, or materials used in your marketing efforts. This information will be significant as the purpose behind the marketing can be more important than what the judges can determine simply by viewing the samples received. For each submission s abstract, include: Purpose of project (including anticipated outcomes) Effectiveness / Meeting Objectives (if known) Challenges & Changes made Target Audience (demographics) Any specifics as detailed in the particular Awards Categories In the spirit of going green, we are encouraging electronic versions of all samples or materials to be judged. If you wish to send a hard copy of any materials, please only send one copy by mail to: EDAC/ACDE Marketing Canada Awards 7 Innovation Drive, Flamborough, ON L9H 7H9 Inquiries should be directed to courtenay@edac.ca or
5 Awards Categories * where applicable, electronic submissions are preferred. Brand Brand Identity / Application Creative, memorable, meaningful and consistent identity. Should include elements such as logo, tagline, brand promise, and guidelines/policies for ensuring consistent application of brand identity. Include examples of brand being applied across multiple media to demonstrate consistency of application. Where applicable, abstract should detail any efforts made to choose sustainable materials or message behind the brand used to inspire or influence the community. Publications submissions in this category should be informational (as opposed to promotional in nature) Single Publication under 4 pages A publication (1-4 pages in length) used to attract business investment, tourism, or to promote use of services (brochures, postcards, etc.). Electronic versions are preferred. Single Publication 4 or more pages (excluding research papers) A publication (4 pages or more in length) used to attract business investment, tourism, or to promote use of services. Electronic versions are preferred. Publication Series Publications (not necessarily printed) that span various media, with a linked message to attract business investment, tourism, or to promote use of services. May vary in length, messaging, design and audiences, but when viewed together should represent a cohesive offering (e.g. stationery, brochures, reports, postcards, specialty publications, etc.).
6 Newsletter - Electronic An HTML-based electronic newsletter disseminated on a recurring basis advising of community or regional economic development news and events. Please provide any applicable analytics in your abstract opens, clicks etc. to demonstrate the newsletter s effectiveness. PDF Newsletters are not applicable. Advertising Submissions in this category should be promotional (as opposed to informational). Single Advertisement A single published advertisement (not necessarily printed) promoting/ marketing economic development or tourism opportunities, attractions, events or services. Advertising Campaign A series of themed published advertisements (not necessarily printed) promoting/marketing economic development or tourism opportunities, attractions, events or services. Web-based Marketing In your abstracts for this category, please provide the exact URL Where applicable, abstract should include any details about sustainability in your message or efforts, as well as answers to: How do you keep this site/ media current and up to date? What is your electronic strategy? How will this digital communication affect your region/ business? Website Websites providing current, regularly updated information, statistics, and services. Innovative elements and design, with all components present for the success of appealing to the average target user. (GIS/Mapping, Feedback, Search, etc.) Online Community Outreach Applications that allow for two-way communication with a target audience. These can include blogs, social media, wikis, games, and iphone apps that effectively and innovatively aid in your interactions with the business community.
7 Other Promotion Promotional Items Items created specifically to promote or reinforce business/tourism themes, opportunities, attractions, or services. Must be innovative items that have been customized for the purpose. (No generic objects with brand/logos will be judged). Where applicable, abstract should detail any efforts made to choose sustainable materials for these items and what message that is sending to the community. Video Traditional or web-based video created to promote and/or reinforce business/tourism themes, opportunities, attractions, and/or services. Where applicable, abstract should detail any sustainable efforts and /or message that the video is sending to the community. Events Events geared to promoting economic development / tourism opportunities, attractions and services.. Where applicable, abstract should detail concrete outcomes and results of the event to as well as any sustainable motives or message associated with this event.
8 Submission Background Information If you are submitting in hard copy form attach this page to each submission, along with an abstract. Budget Level (total economic development operating budget, not individual project budget). Less Than $200,000 $200,001 - $600,000 Greater than $600,000 Category: Title of Submission: Organization/Municipality: Name: Phone: Fax: Primary *Award Recipient: (if different from Name / Organization above):
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