VIII. Marketing and Media Relations

Judging for Classes 35a and 35b: Integrated strategic plan 25%, Development/execution 50%, Impact 25%

Judging for Class 36: Planning/development 15%, Media interest 20%, Quality 20%, Target audience reach 20%, Impact 25%

Judging for Class 37: Planning/development 15%, Technical quality 20%, Content/script 20%, Production/execution 20%, Impact 25%

Class 35a — Marketing communications campaign with budget under $1,000 (includes all costs associated with printing, duplicating, distributing, etc). Materials submitted should document efforts to promote or market an educational, research or institutional program or product. Materials submitted must include an integrated strategic plan that identifies the target audience(s) and goals; promotional materials produced (e.g., brochures, sales letters, news releases, ads, PSAs) and/or a description of the promotional event(s) and activities completed; and an evaluation of the efficacy of the promotional or marketing effort. The evaluation need not be complicated, formal or expensive, but it should provide some indication that the goals outlined in the strategic plan were achieved as a result of the marketing effort. Maximum point values for the individual components will be as follows: strategic plan, 25 points; promotional materials, activities and/or events, 50 points; and evaluation (description of impact), 25 points.

Class 35b — Marketing communications campaign with budget of $1,000 or above (includes all costs associated with printing, duplicating, distributing, etc). Materials submitted should document efforts to promote or market an educational, research or institutional program or product. Materials submitted must include an integrated strategic plan that identifies the target audience(s) and goals; promotional materials produced (e.g., brochures, sales letters, news releases, ads, PSAs) and/or a description of the promotional event(s) and activities completed; and an evaluation of the efficacy of the promotional or marketing effort. The evaluation need not be complicated, formal or expensive, but it should provide some indication that the goals outlined in the strategic plan were achieved as a result of the marketing effort. Maximum point values for the individual components will be as follows: strategic plan, 25 points; promotional materials, activities and/or events, 50 points; and evaluation (description of impact), 25 points.

Class 36 — Media relations campaign. Materials submitted should document a systematic media relations effort. Explain how and why this program was conceived and how it was implemented. Describe goals and audiences. Provide evidence of use, results or impact (include anecdotal information, clippings, Web counts, comments or informal evaluations.). Include examples of the various parts that made up the whole. These may include, but are not limited to, press releases, Web sites, radio spots, video news releases or promotional CDs. Maximum point values for the individual components will be as follows: planning/development, 15 points; media interest, 20 points; quality of materials/information, 20 points; reaching targeted audience, 20 points; and overall results/ impact, 25 points.

Class 37 — Single marketing item. Entries include a single communications product with a primary marketing or promotional purpose. Include an explanation of why this item was created (planning/development) and the resulting impact of the product (post-analysis). Entries will also be judged on quality of visual, technological and textual components. Entries may include, but are not limited to, publications, press releases, radio spots, video news releases, Web sites and CDs or DVDs. Maximum point values for the individual components will be as follows: planning/development, 15 points; technical quality, 20 points; content/script, 20 points; production/ execution, 20 points; and overall results/impact, 25 points.