AAPA’s 2010 Communications Awards Program offers the opportunity to showcase your port staff’s skills and talents in marketing communications and public/community relations. Winning entries will be announced prior to the 99th Annual AAPA Annual Convention and Exhibition in Halifax, Nova Scotia, Canada, Sept. 19-23, 2010, and will be featured in the Fall 2010 issue of AAPA Seaports Magazine.
PROGRAM HIGHLIGHTS
Sponsored by AAPA’S Public Relations Committee, the annual Communications Awards Program has recognized excellence in port communications since 1966. The purpose of the competition is to recognize excellence in the products, programs and services that public port authorities design and produce to meet their public relations and marketing goals.
AAPA member ports may submit entries in one of two categories: Category 1 ports have at least three fulltime equivalent PR and marketing communications staff and an annual marketing/PR budget of at least $150,000; while Category 2 ports have an annual marketing/PR budget of less than $150,000 and fewer than three fulltime equivalent PR and marketing communications staff. Entry submissions range from advertisements to video presentations.
Deadline for entries to reach AAPA headquarters is 3:00 p.m., Friday, April 30, 2010.
Entries are judged by an independent panel of seasoned communications professionals on the basis of: research; appropriateness to stated goals, objectives and audience; content, clarity and style; skill in use of design, copy, graphics and layout; and on an evaluation that supports the entry’s effectiveness.
AAPA’s 44th Annual Communications Awards is open to all AAPA Corporate (i.e., port authority) members and features revised rules and classifications for 2010. One of the major revisions is that entrants must download a template PowerPoint slide from AAPA’s website and insert specific entry information and graphics into the slide, including the port’s logo, and email it to AAPA before the April 30, 2010 deadline (see page 4 for details).
To encourage entries from AAPA-member ports throughout the Western Hemisphere, communications materials to be judged may be in a language other than English. However, entry forms, descriptions and supporting documentation must be in English so English-speaking judges can read and understand them.
All entries will be judged by a high standard that will have to be met in order to qualify for an award. If that standard is not met for a particular classification, regardless of the number of entries, no awards will be given in that classification.
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ENTRY CLASSIFICATIONS
1. Advertisements – Single
Entries in this classification are defined as color or black & white marketing communications print materials, or electronic promotions appearing on the Internet, radio or television, that are produced for media on a paid-placement or trade-out basis, or mailed directly to target audiences electronically or through a paid carrier, such as the post office, UPS
or FedEx. For judging purposes, advertisements developed for television should be submitted on a standard DVD, while advertisements developed for radio should be submitted on a CD. Running time must be clearly written on the Entry Label and media.
2. Advertisements – Series
Entries in this classification are defined as any two or more different color or black & white promotional print materials, or electronic promotions appearing on the Internet, radio or television, which are produced on a paid-placement or trade-out basis, or mailed directly to target audiences electronically or through a paid carrier, such as the post office, UPS or FedEx. Advertisements in this classification should promote a similar issue, theme, event, service or product.
3. Annual Reports
Entries in this classification should summarize a port’s major messages, developments and management decisions during a calendar or fiscal year, although
an annualized financial accounting of the port is not a requirement. Annual reports submitted in a digital format (e.g., CD, DVD, memory stick) must include a printed graphic of the annual report cover or inside page for display purposes.
4. Audio-Only Presentations
Entries in this classification may include oral interviews, recorded speeches, radio programs, podcasts and other non-advertising audio communications. Entries may be submitted either on a CD or memory stick, and must include running time on both the media and Entry Label. (If submitting a video presentation which combines sound and images, please use the Videos classification.)
5. Directories/Handbooks
Entries in this classification are defined as printed publications which provide descriptions of services and facilities, along with comprehensive contact information. Some organizational news and feature information is allowed, but should not be the dominant feature of this submission.
6. Miscellaneous
Entries that do not fit in any other classification will be judged in this classification. As with other classifications, judges will not only be looking for creativity and clarity of messages, but also a written situational analysis; clearly stated goals, objectives, strategies, tactics and target audiences; and evaluation of outcomes to determine success of entry (either through formal surveys or informal audience feedback).
7. Overall Campaign
Entries for Overall Campaign may include copies of components from other entry classifications, but each Overall Campaign entry must include a range of communications materials used in a comprehensive public relations campaign or program designed to achieve a specific goal or objective. Clearly identify the campaign goals, objectives, tactics, strategies and target audiences, and include a detailed description of program elements including research, planning, implementation and evaluation of results.
8. Periodicals (Newsletters & Magazines)
Entries in this classification are defined as print or electronic publications that are published at least twice per year. Print periodical entries must be submitted in the original publication size; no enlargements or reductions are permitted. For electronic periodicals, submit on either CD or memory stick for judging. Include the most recent three consecutive issues of the periodical submission or the entry will be disqualified.
9. Promotional/Advocacy Materials
Entries in this classification may be in either print or electronic form, and must promote or advocate for a particular goal, objective, program, service or policy, and should be a component of a larger communications effort. No advertisements allowed! Eligible entries are split between brochures, flyers, pamphlets and booklets; and maps, posters and calendars; and will be judged separately. If the entry was distributed via direct mail (either electronic mail or through a paid carrier, such as the post office, UPS or FedEx), it should have elicited a return-reply response. If submitting a series of promotional materials that advocate for the same or similar thing, please submit them as one entry, but include a printed sample of each promotional piece for judging and display purposes. Each stand-alone promotional piece that advocates for something different must be submitted as a separate entry.
10. Social/Web-Based Media
Entries in this classification may include port uses of social, web-based media such as Facebook, Twitter and YouTube for engaging, informing and educating stakeholders. For judging purposes, please include social media website address(es), username(s) and password(s) with each entry AND a printed copy of one page from each social media site that you most want judges to review. Each entry in this classification may include up to three (3) social media sites in which the port has a presence.
11. Special Events
Entries in this classification may include special events such as major press conferences, port festivals and employee volunteer activities (up to one week in length). The entry should clearly identify the special event goals, objectives, strategies, tactics and target audiences, and include a detailed description of program elements, including research, planning, implementation and evaluation of results. Submissions may include copies of components from other entry classifications.
12. Videos
This classification is for entries that have both audio and visual elements combined which are produced by, or on behalf of, the submitting port and that advocates for or educates viewers on a particular goal, objective or program (e.g., port brand video, video tour, marketing video, educational video, recorded newscasts, etc.). All video presentations must be submitted on
a DVD that is labeled with the precise running time.
13. Visual-Only Presentations
Submissions in this classification include graphics-rich information and education materials, photo displays, PowerPoint presentations, Webinars and other electronic communications for which there are images and written words, but very little or no sound. Entries can be submitted as printed material or on a CD, DVD or memory stick. Be sure to include running time of each electronic entry. (If submitting a presentation which combines sound and images, please use Videos classification.)
14. Websites
Entries in this classification include both Internet and Intranet websites. Password-protected areas of any website submitted must include a pass code for judging. For judging purposes, please include the website address with your entry AND printed copies of the Home page and up to six other website pages. To ensure judges review the website pages you consider most important for them to see, please include on your entry form the website addresses of up to six pages you want the judges to review.
COMPETITION SPECIFICATIONS
Entry Form Information
· All entry packets must include one completed Master Entry Form specifying the number of all entry classifications that are being submitted.
· Each individual entry classification must include a completed entry form specific to that classification, and all entry forms and supporting materials describing the entry must be written in English, although the actual communications submission may be in a language other than English.
· An Entry Label must be attached to the front of each submission.
· A completed AAPA PowerPoint slide,
downloaded from http://aapa.files.cms-plus.com/AwardsCompetitionMaterials/2010%20Communications%20Awards%20Powerpoint%20Slide%20for%20downloading.ppt must accompany each entry.
· If possible, all entries from the same port should be submitted in one package that includes a completed Master Entry Form and a completed entry form for each individual classification for which entries are being submitted.
· Do not submit multiple entries in a common binder since entries must be separated for record-keeping and judging.
· Individual entries in binders weighing more than five (5) pounds will be disqualified.
· Duplicate entries (except for components of Overall Campaign and Special Events classifications) will also be disqualified from the competition. AAPA reserves the right to reject or reclassify entries that are incorrect for the submitted classification.
· For judging and display purposes, print entries must be submitted in their original size and format and may be mounted on lightweight display board. All electronic entries must include a printed graphic representation of the submission, such as the front cover of a publication, and that graphic must be mounted on lightweight display board for judging and display.
Entry Timeframe
· Because the 2009 AAPA Communications Awards Program was suspended for one year, the 2010 program will allow submissions that were produced, implemented and evaluated up to 36 months prior to the April 30, 2010, entry deadline. Normally, communications older than 24 months are ineligible for entry.
· Previously entered submissions and any communications older than 36 months are ineligible for judging in the 2010 competition.
Language Requirements
· Communications materials, such as advertisements, videos, websites and periodicals, may be submitted in any language desired, but entry forms and supporting written materials describing the entry must be submitted in English only for the judges to read.
· Entry forms are provided to describe each submission. Entry submitters should use the entry form provided plus additional supporting documentation to translate parts of any submission that may not be clear to English-speaking judges.
· The purpose of allowing non-English communications materials to be submitted is to encourage submissions from ports in non-English-speaking countries.
No Returns
Entries will not be returned. Please do not send originals or the only copy of any submission materials.
PowerPoint Slide Requirements
For creation of the annual AAPA Awards Program luncheon presentation, you must download the AAPA PowerPoint slide and insert into the slide the name and classification of your entry, along with your port’s logo AND an electronic image (JPG format between 500kb and 1meg file size) that best illustrates the entry. Please email each completed PowerPoint slide to Aaron Ellis at , and don’t forget to include your contact information and the entry name and classification as part of your email. Please submit each completed PowerPoint slide in separate emails.
Entry Categories
In order to fairly consider the work of ports with minimal resources and staff, each classification of entry in the competition will be divided into two categories.
Category 1
By default, all entries will be judged as Category 1 unless specified otherwise on the entry form.
Category 2
Category 2 addresses ports with:
· Fewer than three full-time equivalent PR and marketing communications staff; and,
· Ports with an annual marketing/PR budget of
less than $150,000.
Judging
All entries will be judged by an independent panel of experienced public relations and marketing communications professionals from the Washington, D.C., area. They will evaluate the following criteria:
· Brief, descriptive summary of situation analysis and public relations challenge or opportunity
· Availability of research to justify chosen approach
· Clearly stated objectives, goals, strategies, tactics
and target audiences
· Appropriateness to audience and objectives
· Appropriateness of content, clarity and style
· Innovative use of photographs/graphics/design
· Skill in use of copy and layout
· Evaluation of results (from formal surveys to anecdotal audience feedback)
The judging will be held at AAPA headquarters in Alexandria, Virginia, shortly after the entry deadline. Those entering the contest will be notified of the competition’s results shortly after judging is complete.
Fees
· With your Payment Form, please include $80 for each entry (payable via check, Visa, Mastercard or American Express only).
· If you prefer, credit card transactions can be made
by phone by calling AAPA at 703-684-5700. Checks must be made payable to the "American Association of Port Authorities" and must accompany the entry.
· If AAPA does not have the entry fee by the April 30, 2010 entry deadline, the entry will be disqualified.