AAPA S 2012 Communications Awards Program Offers the Opportunity to Showcase Your Port

AAPA’s 2012 Communications Awards Program offers the opportunity to showcase your port staff’s skills and talents in the areas of marketing communications and public/community relations. Winning entries will be announced prior to the 101stAnnual AAPA Annual Convention and Exhibition in Mobile, Alabama, Oct. 21-25, 2012, and will be featured in the Fall 2012 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;Category 2ports have an annual marketing/PR budget of less than $150,000 and fewer than three fulltime equivalent PR and marketing communications staff. The 15 different entry classifications range from advertisements to video presentations, and magazines to social media sites.

Deadline for entries to reach AAPA headquarters is 3:00 p.m., Tuesday, May 1, 2012.

Entries are judged by an independent panel of seasoned communications professionals on the basis of: defining the communication challenge (10%); planning and programming components (20%); actions and communication outputs (20%); evaluation methods (10%); overall quality of communication (40%).

AAPA’s 46th Annual Communications Awards is open to all AAPA Corporate (i.e., port authority) members and features minor rules and classification revisions for 2012. A relatively new requirement is that entrants mustdownload 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 y the May 1, 2012,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.

ENTRY CLASSIFICATIONS

1.AAPA Awareness Initiative Messaging

Entries in this classification must have as their goal to raise awareness of the critical importance of seaports and must utilize one or more messages and/or graphics of AAPA’s “Seaports Deliver Prosperity” awareness initiative, found at

2.Advertisements – Single

Entries in this classification are defined as 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 electronic media should be submitted on a standard disk for PCs, using a Windows Media Video (.wmv) format for video. Run time must be clearly written on the Entry Label and disk.

3.Advertisements – Series

Entries in this classification are defined as any two
or more differentpromotional 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. For judging purposes, advertisements developed for electronic media should be submitted on a standard disk for PCs, using a Windows Media Video (.wmv) format for video. Run time must be clearly written on the Entry Label and disk.

4.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. DVDs should be submitted in a .wmv (Windows Media Video) format for PCs.

5.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 disk or memory stick, and must include run time on both the media and Entry Label. (If submitting a video presentation which combines sound and images, please use the Videos classification.)

6.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.

7. 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 brief situational analysis; clearly stated goals, objectives, strategies, tactics and target audiences; and some form of evaluation to analyze the entry’s success.

8. 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.

9.Periodicals (Newsletters & Magazines)

Entries in this classificationare 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 disk or memory stick for judging. Include the most recent three consecutive issues of the periodical submission or the entry will be disqualified.

10.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 asked for a reader response. If submit-ting 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.

11.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.

12.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.

13.Videos

This classification is for entries that have both audio andvisual 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 standard disk or memory stick, using a .wmv (Windows Media Video) format for PCs, that is labeled with the precise run time.

14.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 standard disk (.wmv format) or memory stick. Be sure to include therun time of each electronic entry. (If submitting a presentation which combines sound and images, please use Videos classification.)

15.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 that you most want the judges to review.

COMPETITION SPECIFICATIONS

Entry Form Information

All entry packets must include one completed Master Entry Form specifying the number of allentry classifications that are being submitted.
Each individual entryclassificationmust 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 Labelmust be attached to the front of each submission.
A completed AAPA PowerPoint slide for each entry,
downloaded from emailed to by May 1, 2012.
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 in-correct for the submitted classification.
For judging and display purposes, print entries must be submitted in their original size and format and it is recommended they be mounted on lightweight display board. Allelectronic entries must include a printed graphic representation of the submission, such as the front cover of a publication, and it is recommended that graphic be mounted on lightweight display board for judging and display.

Entry Timeframe

The 2012AAPA Communications Awards Program will allow submissions that were produced, imple-mented andevaluated up to 24 months prior to the May 1, 2012, entry deadline.
Previously entered submissions and any communications older than 24 months are ineligible for judging in the 2012 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 mustdownload theAAPA PowerPoint slideand insert into the slide the name and classification of your entry, along with your port’s logo ANDelectronic image or images (JPG format between 500kb and 1meg file size) that best illustrate 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 classificationas 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 via email of the competition’s results shortly after judging is complete.

Fees

With your Payment Form, please include $85 for each entry (payable via check, Visa, MasterCard or Ameri-can 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 May 1, 2012 entry deadline, the entry will be disqualified.
Multiple components submitted as part of an Overall Campaign, Advertising Series, Periodical (which requires three consecutive issues) or Special Events entry constitutes a single submission at $85 per entry.

Awards

Winners will receive their awards and be recognized at the AAPA 101stAnnual Convention in Mobile, Alabama, on Wednesday, Oct. 24, 2012.
Top scoring entries will receive an Award of Excellence plaque, or Award of Merit or Award of Recognition certificate.

To recognize superior performance in the competition, the Dan Maynard Communications Award for Overall Excellence will be presented to the port that earns the most award points overall. The annual Award of Overall Excellence was renamed by AAPA’s Public Relations Committee in 2004 after the late Dan Maynard, the committee’s former colleague and
communications director for the Port Authority of
New York & New Jersey.

Entry Deadline

Entries in all categories must be received at AAPA headquarters by Tuesday, May 1, 2012. Send to:

AAPA Communications Awards Program

American Association of Port Authorities

1010 Duke Street

Alexandria, VA 22314-3589

For more information, contact:

Aaron Ellis

Director of Communications

(703) 684-5700

MASTER ENTRY FORM

Please enclose one completed Master Entry Form with your entire entry packet. Also complete and include a separate entry form for each individual submission, and separately email a completed PowerPoint slidefor each entry as referenced on page 4 of the competition specifications. The slide(s) should be emailedseparately to Aaron Ellis at . If possible, submit ALLprinted entry information in one package with one payment (check or credit card) to cover all Communications Awards Program submissions.

Your Name: ______

Title: ______

Port: ______

Address: ______

Telephone:Fax: E-mail: __

 Category 1
By default, all entries will be classified in Category 1 unless they meet both
Category 2 criteria. /  Category 2
Entries must meet both of the following criteria:

Fewer than three full-time equivalent PR and marketing communications staff, and
Annual marketing/PR budget of less than $150,000.

Check appropriate boxes and

attach with separate entry forms.

1.AAPA AWARENESS INITIATIVE
MESSAGING

2.ADVERTISEMENTS – SINGLE

Single Print Advertisement

Electronic [Internet, Broadcast(radio/TV)] 

3.ADVERTISEMENT-SERIES

Ad Series

Electronic [Internet, Broadcast(radio/TV)] 

4.ANNUAL REPORTS

5.AUDIO-ONLY PRESENTATIONS

6.DIRECTORIES/HANDBOOKS

7.MISCELLANEOUS

Describe Entry: ______

______

8.OVERALL CAMPAIGN

Describe Entry:______

9.PERIODICALS(Magazines & Newsletters)

Attach latest three
consecutive issues

10.PROMOTIONAL/ADVOCACY MATERIALS

Brochures, pamphlets, flyers, booklets

Maps, posters, calendars

11.SOCIAL/WEB-BASED MEDIA

12.SPECIAL EVENTS

Describe Entry: ______

13.VIDEOS

14.VISUAL-ONLY PRESENTATIONS

15.WEBSITES

PAYMENT FORM

Enclose one completed PAYMENT FORM with your entire entry packet. The fee for each entry is $85, payable by check or credit card (Visa, MasterCard or American Express only). Checks must be made payable to the “American Association of Port Authorities.” To handle your credit card payment over the phone, please call AAPA at 703-684-5700.