Marketing Excellence Award

2017 A p p l i c a t i o n

All applications are due by 12 midnight (EDT) on June 1, 2017, and must be compiled into one PDF file.

The file name should reflect both the name of the institution and the award name. Abbreviations are allowed.

AZA has contracted with WEBCARGO to provide a quick and easy way for you to submit your application. Please submit your application using this link:

WEBCARGO allows you to send large files via email, without the need to reduce their size. There is no need to sign up, nothing to install andnothingto download. All deliveries are encryptedso security is not an issue and WEBCARGO sends confirmation when your file is received.The upload speed varies depending on your Internet Service Provider and the size of your file so you may need to be patient. Please send a note to support.webcargo.netif you need assistance with the upload.

Questions? Please contact Barbara Pueschel (; 301-244-3326).

See 2017 Marketing Excellence Award Guidelines for submittal requirements and information about completing this application.

This is a condensed form that provides questions for the entry form that will be reviewed by the judges. You may use up to a total of five (5) double-spaced pages with 12-point type for your written case below (letters E – H). Please address each question below in order as concisely as possible. No graphics should be incorporated in the written case.

  1. CAMPAIGN

Campaign Title:

B. APPLICANT

Institution Name:

Address:

Name of Institution Director:

Signature of Director:

C. campaign budget

Select the appropriate category for yourcampaign’s total value.

Under $175,000

$175,000 or higher

D. CAMPAIGN TIMELINE

E. STRATEGIC CHALLENGE & OBJECTIVES

Strategic Challenge: Clearly state what the challenges were which led to this campaign. Provide enough background on threats and/or opportunities for judges to determine the magnitude of the
challenges and your response to them.

Goals & Objectives: Campaign objectives should be measurable, quantified and time specific. Provide a % or # for all goals where possible. Clearly define/quantify any benchmarks used versus statements like “an increase over the prior year.” Briefly describe the methods used to determine your goals and objectives. See Marketing Excellence Award Guidelines for examples of Campaign Goals and Objectives.

Target Market: Provide as rich a description as possible utilizing multiple descriptors (e.g. demographics, psychographics). What was your basis for selection? See Marketing Excellence Award Guidelines for examples of Target Markets.

F. THE BIG IDEA OR CREATIVE STRATEGY

What was the Big Idea or Creative Strategy that drove your campaign? How did that directly address your strategic challenge and target market? The Big Idea or Creative Strategy should not be your execution or tagline but the foundation upon which the campaign was built. See Marketing Excellence Award Guidelines for examples of Big Idea or Creative Strategy.

  1. EXECUTION AND MEDIA STRATEGY – BRINGING YOUR IDEA TO LIFE

Creative Execution: You must provide examples of creative for at least three channels marked on the checklist, preferably the ones that are most integral to the success of your campaign. Please indicate which channels you are showcasing. See Marketing Excellence Award Guidelines for other direction on Creative Execution.

Media Strategy:

Communication Checklist: Check all that apply and insert gross expenditures (minimum of 3 channels):

$ Digital (online ads, website, viral video, paid search, social networking sites,

podcasts, gaming, mobile phone)

$TV Spots

$Radio Spots

$Print (trade/professional, newspaper, consumer magazine)

$Out of Home (airport, transit, billboard, banners, kiosks)

$Retail Experience (Point of purchase, in-store signage, video, entertainment

or merchandising, sales promotion)

$Guerrilla (street teams, buzz marketing, sampling)

$ Direct (mail, email)

$Public Relations

$Other:

$Agency Fees

$Production

  1. RESULTS

How effectively did this campaign meet the original objectives? You must briefly restate your original objectives here and demonstrate the degree to which they were met. All data must be supported by a specific, verifiable source. See Marketing Excellence Award Guidelines for tips and examples on providing measurable results.

  1. (Judging information – not applicable to application)
  1. CHECKLIST OF SAMPLES
  1. PRESENTATION IMAGE—one digital image that illustrates the program to be used during the Awards Ceremony.

L. SUBMITTER

The submitter is the person responsible for the contents of the entry. Failure to provide an electronic signature on the designated line* will constitute an incomplete application.

Name:

Title:

*Signature:

Date:

E-mail address:

M. NEWS RELEASE FORM

Submit the News Release Form (available at with the application and also email the form as a WORD document to Barbara Pueschel ()

N. WINNER’S RELEASE: HELP YOUR FELLOW MEMBERS!

If yours is the winning application, would you be willing to have it posted on the AZA website?

Yes No

O. BEST OF MARKETING PRESENTATIONS

All Marketing Excellence Award applicants will be invited to present their campaigns during the “Best of Marketing Rapid-Fire session at the 2017 Annual Conference. Would you, or someone from your team, be available to present? (Total number of presenters may need to be limited.

Yes No

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