AAPA S 2016 Communications Awards Program Offers the Opportunity to Showcase Your Port

AAPA S 2016 Communications Awards Program Offers the Opportunity to Showcase Your Port

AAPA’s 2016 Communications Awards Program offers the opportunity to showcase your port’s skills and talents in the areas of public/community relations and marketing communications. Winning entries will be announced prior to the 105th Annual Convention and Exhibition in New Orleans, Louisiana, October 23-26, 2016, and will be featured in the Fall 2016 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 showcase the most effective products, programs and services that public port authorities design and produce to meet their shared mission and public relations and marketing goals.

AAPA member ports may submit entries in one of three resource categories: Category 1 ports have a total annual marketing/PR/advertising budget less than US$200,000 (including related salaries); Category 2 ports have a total annual marketing/PR/advertising budget between US$200,000 and US$600,000 (including related salaries); and Category 3 ports have a total annual marketing/PR/advertising budget greater than US$600,000 (including related salaries).

Resource categories should not be confused with entry classifications. There are 15 different entry classifications, ranging from awareness messaging and advertisements, to magazines and social media sites.

Deadline for entries to reach AAPA headquarters is
5:00 p.m. (Eastern Time), Monday, May 2, 2016

Entries are judged by an independent panel of senior communications professionals on the basis of: (1) how well they correlate to a defined communications challenge or opportunity (10%); (2) the extent to which they complement the port’s mission and overall communications program objectives (10%); (3) how well they summarize their planning and programming components (10%); (4) how well they explain the communications actions and outputs that were undertaken (10%); (5) how well they define the methods used to evaluate outcomes (10%); and (6) on the entry’s overall quality and appeal (50%).

AAPA’s 50th annual Communications Awards Program is open to all AAPA Corporate (i.e., port authority) members, as well as governmental and nonprofit Sustaining members representing seaports (such as inland port authorities, port associations and maritime exchanges). An important requirement is that entrants must download a template PowerPoint slide from AAPA’s website, insert the specified entry information and graphics into the slide, including the organization’s logo, and email it to by the May 2, 2016, deadline (see page 5 for details) to be eligible. One PowerPoint slide per entry is required.

Each entry will be judged on a 100-point scale. Awards of Excellence, Distinction and Merit will be based on those point scores. In addition, the highest scoring entry in each of the three port budget categories (Category 1, 2 and 3) will receive an Award of Overall Excellence trophy for that category.

ENTRY CLASSIFICATIONS

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1.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 common carrier such as the post office, FedEx or UPS. For judging purposes, advertisements developed for electronic media should be submitted with a short Internet link, along with a one page printout to illustrate the ad.

2.Advertisements – Series

Entries in this classification are defined as any two
or more related 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 common carrier, such as the post office, UPS or FedEx. Advertisements in this classification should all promote a similar issue, theme, event, service or product. For judging pur-poses, advertisements developed for electronic media should be submitted with short Internet links so each can be accessed online, along with a one page printout to illustrate each ad.

3.Annual Reports

Entries in this classification should summarize a port’s major messages, developments and management decisions during a calendar or fiscal year. An annual-ized financial accounting of the port is not required. For judging purposes, annual reports produced in an electronic format must include a short Internet link to the document.

4.Audio-Only Presentations

Entries in this classification may include oral interviews, recorded speeches, radio programs, podcasts and other non-advertising audio communications. Each entry must include a short Internet link, and must include run time on the Entry Submission form.

(If submitting a presentation which combines sound and images, please use the Videos classification.)

5.Awareness Messaging

Entries in this classification must have as their goal
to raise awareness of the critical importance of a particular port and the seaport industry, and must utilize one or more messages and/or graphics of AAPA’s “Seaports Deliver Prosperity” awareness initiative, found by clicking here. For judging purposes, please provide an example of each awareness message entered. If the example is electronic, please also provide a short Internet link.

6.Directories/Handbooks

Entries in this classification are defined as printed
or electronic 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. For judging purposes, please include a printed copy of the actual directory or handbook with your Entry Submission, or a short Internet link if it is only available electronically.

7. Miscellaneous

Entries that do not fit well in any other classification should be entered into 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.
For judging purposes, please provide a printed example of each unique communication mentioned with your Entry Submission. If the entry is electronic, please also provide a short Internet link to it.

8. Overall Campaign

Entries in this classification may include components from other entry classifications, but each Overall Cam-paign entry must include a range of communications materials used in a comprehensive public relations campaign or program designed to achieve specific goals and objectives. Clearly identify the campaign goals, objectives, tactics, strategies and target aud-iences, and include a detailed description of program elements including research, planning, implement-tation and evaluation of results. Please provide a printed example of each communication element in your submission, together with a short Internet link.

9.Periodicals (Newsletters & Magazines)

Entries in this classification are defined as print or electronic publications that are published at least twice per year. Printed periodical entries must be submitted in the original publication size; no enlargements or reductions are permitted. For electronic periodicals, please provide a short Internet link for judging togeth-er with a printed copy of the cover page. For both print and electronic entries, include three different issues of the periodical that were published within the last 24 months for the judges to review.

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! Among the eligible entries may be brochures, flyers, pamphlets, booklets, maps, posters and calendars. If the entry was distributed via direct mail (either electronic mail
or through a common carrier, such as the post office, UPS or FedEx), it should have requested a reader response. If submitting a series of promotional ma-terials 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 pur-poses. A short Internet link must accompany each electronic entry. 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 uses of social, web-based media such as Facebook, Twitter and YouTube for engaging, informing and educating stakeholders. For judging purposes, please include a social media Internet address 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 social media sites in which the port has a presence.

12.Special Events

Entries in this classification may range from milestone events like anniversaries lasting up to a year, to short-term events like port festivals, employee volunteer activities and press conferences. The entry should clearly identify the special event’s goals, objectives, strategies, tactics and target audiences, and include
a detailed description of program elements, including research, planning, implementation and evaluation of results. Submissions can include copies of compon-ents from other entry classifications. (Note: If entering a series of special events with the same overarching goals and objectives, consider submitting them in the Overall Campaign classification.)

13.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 available online and include a short Internet link (e.g., on YouTube or a port website), with an entry label marked with the precise run time for judging purposes. (Note: Judges will be instructed to review no more than five minutes of any video entry. If yours is longer than five minutes, please provide instructions as to which time segment of your video you would like the judges to review.)

14.Visual-Only Presentations

Submissions in this classification include graphics-rich information and education materials, photo displays, PowerPoint presentations, webinars and other elec-tronic communications for which there are images and written words, but little or no sound. Entries can be submitted as printed material or online via an Internet link. Be sure to include the run time of each entry label. (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. For judging purposes, please include the website URL 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.

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COMPETITION SPECIFICATIONS

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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 submission must include a completed entry form, and all entry forms and supporting mater-ials describing the entry must be written in English, although the actual communications submission may be in any language.
  • An Entry Label must be attached to either the front or back of each piece of supporting material (e.g., print ad, port magazine, directory, website screen shot, PowerPoint speech printout) to ensure entry identity.
  • Each entry must include a brief summary statement that can be used by AAPA to describe the entry in a news release or magazine story if the entry scores high enough for an award.
  • Each entry must include a completed AAPA Power-Point slide downloaded from the AAPA website
    (click here) and completed slides must be emailed
    to by May 2, 2016.
  • If possible, all entries from the same port should be mailed 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 each entry must be separated for judging.
  • Duplicate entries (except for components of Overall Campaign and Special Events classifications) will be disqualified from the competition. AAPA reserves the right to reject or reclassify entries that are incorrect for the submitted classification.
  • For judging purposes, print entries must be submitted in their original size and format. For judging purposes, all electronic entries must include a printed graphic representation of the submission, such as the front cover of a publication.

Entry Timeframe

  • The 2016 AAPA Communications Awards Program will allow submissions that were produced, imple-mented and evaluated up to 24 months prior to the May 2, 2016, entry deadline.
  • Previously entered submissions and any communications older than 24 months are not eligible for judging in the 2016 competition.

Language Requirements

  • Supporting materials, such as advertisements, videos, websites and periodicals, may be submitted in any language, but entry forms and the application docu-mentation used to answer the entry questions 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 and the supporting application document 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 all ports in the Western Hemisphere.

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 template and insert into the template the name and classification of your entry, along with your port’s logo AND electronic image or images (preferably JPG format up to 1mb 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 classification as part of your email. Please submit each completed PowerPoint slide in separate emails, or as
part of a DropBox or Zip file that can be emailed.

Entry Categories

In order to fairly consider the work of ports with different resource levels, each classification of entry in the competition will be divided into three categories.

Category 1

Ports or organizations with a marketing/PR/advertising budget, including related staff salaries, less than $200,000.

Category 2

Ports or organizations with a marketing/PR/advertising budget, including related staff salaries, greater than $200,000 but not exceeding $600,000.

Category 3

Ports or organizations with a marketing/PR/advertising budget, including related staff salaries, greater than $600,000.

Judging

All entries will be judged by professional public relations and marketing communications practitioners from the Washington, D.C., area. Judges will evaluate the follow-ing criteria:

  • Inclusion of a brief, descriptive summary of situation analysis, public relations challenge or opportunity, and how the particular entry complements the port’s mis-sion or overall communications plan.
  • Clearly stated goals, objectives, strategies, tactics, target audiences and staffing resources.
  • Appropriateness of entry to audience and objectives.
  • Effectiveness of entry 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 $95 for each entry (payable via port purchase order, check, Visa, MasterCard or American Express).
  • If you prefer, credit card transactions can be made
    by phone by calling AAPA at 703-684-5700.
  • If payment is being made by check, it should be made payable to the "American Association of Port Auth-orities" and must accompany the entry.
  • If AAPA does not have your purchase order or entry fee by the May 2, 2016, entry deadline, your entry may be disqualified.
  • Multiple components submitted as part of an Overall Campaign, Advertising Series, Periodical (which requires three different issues) or Special Events entry constitutes a single submission at $95 per entry.

Awards

  • Top-scoring entries will receive awards of Excellence, Distinction and Merit, which will be mailed shortly after the judging is completed.
  • Award winners will be recognized in AAPA journals and press releases, and in a narrated PowerPoint presentation at the AAPA 105th Annual Convention
    in New Orleans, Louisiana, on Wed., Oct. 26, 2016.
  • To recognize superior performance in the competition, an Award of Overall Excellence trophy will be present-ed in each port budget category (Category 1, 2 and 3) for the entry earning the most award points in that category.
  • The Dan Maynard Communications Award of Overall Excellence trophy, shown below, was retired in 2015 to allow the top scoring entry in each of the three port budget categories to receive a trophy for overall communications excellence. The Maynard trophy was inaugurated in 2004 after the late Dan Maynard, the PR Committee’s former colleague and communica-tions director for the Port Authority of New York & New Jersey.
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