Tactics and campaigns will have different judging criteria this year.
Campaigns are judged on:
- Research (up to 15 points)
- Planning (15 points)
- Execution (30 points)
- Evaluation (15 points)
- Supporting materials (25 points)
Tactics are judged on:
- Planning/content (up to 20 points)
- Creativity/quality (20 points)
- Technical excellence (20 points)
- Results (20 points)
- Supporting materials (20 points)
Based on past experience, judges will give higher scores for:
- “SMART” objectives (those that are specific, measurable, achievable, realistic and timely
- Clearly defined audiences
- Using appropriate tactics to achieve your objectives and execute your strategy
- Demonstrating how your program helped the organization reach its business or other goals
- Thorough analysis of the results when considered with the original objective
- Overall professionalism
Tips for supporting materials
Consider including some or all of the following to support your entry:
- Examples of research you used to make decisions about your strategy and tactics: primary or secondary surveys, focus groups, media audits, etc.
- Include samples showing the major components of the campaign; for video or audio files, you can either include a link within the PDF, upload the video file to the entry system or include a link to a file transfer site (such as DropBox or Google Drive)
- Show results where possible, such as: clips of media coverage; web traffic or email open reports; survey results
In most cases, the only requirement is to submit a sample of the tactic you implemented, but additional supporting materials that show the background, research and outcomes may give the judges a better understanding of why you implemented this tactic and how effective it was.
If you had a great program, consider entering the overall campaign along with the individual tactics in separate categories. There is a discount for multiple entries.