Judging Criteria:
Applications will be judged on the following criteria, so submissions should aim to clearly address each of them:
Do the efforts put forth a clear and compelling message?
How well do the company’s efforts communicate a concise and timely message that brings across the brand’s value proposition. The market should immediately understand what’s being offered, how its different than what they can get from competitors, and why it should matter.
Do the efforts have a clearly defined target audience and reach?
The marketing efforts submitted should be tailored to a specific audience segment, and the delivery method should use methods (i.e. print, digital, spoken, etc.) that best reach and engage the intended audience. Success is measured by how well it effectively it reach the intended audience and whether it prompted engagement.
How well do the efforts exhibit creativity and establish differentiation?
Submissions will stand out the more they use original concepts, striking visuals, and/or clever storytelling. Winning marketing submissions should have the potential to break through the rest of the “noise” in the lives of targeted audiences and be memorable without being confusing or potentially insulting.
How well do the efforts have measurable results and a clear return on investment (ROI)?
Submissions should include trackable and clear metrics—such as engagement, leads, conversions, or revenue. Winning submissions should be able to justify the investment through measurable outcomes that are tied to the effort’s goals.
How well do the efforts show consistency and alignment with the company’s brand?
If the company has a brand/style guide, then submissions should show how well the efforts reinforced the brand’s voice, values, and market position. These marketing efforts should be reinforcing trust with the audience and strengthening the brand’s identity. A brand/style guide is not required for submission.