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Submissions are judged on the following eight criteria:
Specific Purpose, Goal or Objective: The goal of the project, and what the applicant intended to accomplish, is clearly defined. Qualitative and/or qualitative information about the situation, context or environment is provided—for example, research, audience opinion or the definition of a problem.
Clear Intended Audience: The specific target audience of the project is defined, and relevant demographic information is provided.
Planning & Implementation: Planning and execution of the project is explained. Implementation may include planning, tactics, medium used, distribution method and people involved. (This information may constitute a communications or promotional plan, and the applicant can upload an additional, separate communications plan if available.)
Detailed Budget: Direct and indirect costs are listed—for example, printing, mailing, licensed graphics, video production and contracted costs. Figures must include staff hours (approximate wages based on time spent). Revenue offsets may be listed, if applicable. The budget shows fiscal responsibility or cost-effectiveness.
Outcomes/ROI/Effectiveness: The result of the entry is clearly stated, including how the communication was received and/or acted upon and whether the outcome was expected. The outcome is aligned with the project’s purpose. Relevant examples of audience engagement, testimonials, anecdotal evidence or other data/analytics should be included.
Quality of Content: Quality includes all primary elements of an entry. Depending on the project, elements could include, for example: sound clarity, video pacing, graphics/images/photographs that convey intended messaging, light/composition/color, design, appropriateness for audience, grammar, spelling, punctuation and a writing style that is clear, concise and jargon-free.
Creativity: Creativity may include use of resources (budget, graphics, photography and other elements) and the overall creativity of the entry.
“Wow” Factor: These special factors are any qualities or features that make the project particularly impressive or exceptional. Applicants may highlight any standout elements of the submission.