Administration

Class Descriptions: Administration

Judging criteria 1 : Situation Analysis/Research - 20%, Strategic Planning (Goals, Audiences, Strategies) - 35%, Implementation - 25%, Evaluation/Results - 20%

• Judging Rubric

Judging criteria 2: Strategic Rationale/Research - 20%, Design Quality & Creativity - 30%, Consistency & Application Across Materials - 25%, Adoption/Impact - 25%

• Judging Rubric

Judging criteria 3: Goal Achievement & Measurable Results - 35%, Leadership Approach & Team Engagement - 25%, Communication & Change Management - 20%, Budget Stewardship & Lessons Learned - 20%

• Judging Rubric

Administration 1 | Strategic Communications Plan. For a documented strategic communications or marketing plan developed to guide an institution, department or unit over a defined period — not tied to a single campaign, product or crisis. The submission should:

• Describe the situation analysis or research that shaped the plan (internal/external environment, audience research, competitive landscape).
• State the plan's goals and measurable objectives.
• Identify the target audience(s).
• Outline the strategies and tactics selected to reach each audience and goal.
• Describe the implementation timeline and resources or budget.
• Include an evaluation plan and, where available, results to date.

Administration 2 | Branding/Visual Identity Program.  For the development or overhaul of an institutional, departmental or program brand identity system (e.g., logo, color palette, typography, brand standards guide) and its rollout — broader in scope than a single logo or design piece. The submission should:

• Explain why the rebranding or brand-development effort was undertaken.
• Describe the research and strategy behind the brand (audience, positioning, competitive review).
• Include the resulting brand elements (logo, style guide, templates, etc.) and examples of the brand applied across materials.
• Describe the rollout and adoption process across the institution.
• Outline evaluation of the brand's reception or effectiveness.

Administration 3 | Management and Leadership. 

For a demonstrated improvement in management or leadership practice by a mid- or high-level manager or leader that measurably strengthened the effectiveness, cohesion or brand representation of a marketing and communications team — not tied to a single campaign, product or crisis. The submission should:

• Describe the management or leadership change implemented and why it was needed (e.g., a new organizational structure, strategic plan, accountability function, or software/tool deployment).
• State the goals the change was intended to achieve for the team.
• Describe how the change was communicated to the team and administration, and how the team was motivated and engaged through the transition.
• Outline the budget or resource impact, including whether additional funding was required.
• Include the measurable results observed since implementation.
• Reflect on lessons learned and what the leader would do differently in hindsight.