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1. Collateral/Identity
A. Logo Design
The Logo Design category will honor creativity in new logo design. Entries can include new logos designed for a firm, a subsidiary, a niche group, or logos intended specifically for such one-time events as a seminar or in-house initiative (i.e. anniversary celebration). If applicable, old logos should be displayed to demonstrate the change.
B. Corporate Identity
To qualify for an award in the Corporate Identity category, a firm must have gone through an “out with the old, in with the new” metamorphosis. The dramatic results must show the old logo and collateral materials side-by-side with the newly redesigned materials (i.e. letterhead, brochures, business cards, proposal covers, etc.).
C. Brochure/Printed Collateral
The Brochure / Printed Collateral category can include entries from a new firm or an established firm and can highlight the entire firm or specific areas such as service, industry, niches, testimonials, partner bios, etc.
2. Communications A. Print Newsletters
The print newsletter category is for firms that create custom communication devices targeted toward clients, prospects, employees and/or referral sources. Newsletters must be distributed at least twice per year and have a consistent look and feel.
B. Electronic Newsletters
The electronic newsletter category is for firms that create communication devices such as custom e-newsletters and e-campaigns targeted toward clients, prospects, employees and/or referral sources. Communication must be distributed electronically and have a consistent look and feel.
C. Public Relations
Entries in the Public Relations category can include press releases with successful/targeted media follow-up and results, publicity/media campaigns and successful article pitches. Strategies must include intent, target audience and media hits/results.
D. Survey /Research
Entries in the Survey/Research category can include both printed and electronic surveys used to gauge client satisfaction, industry trends and new niche/service research. Submissions will be judged on the design, response rate, relevance of the questions used, cost and results.
E. Internal Firm Programs
The Internal Firm Program category is for all programs developed for internal audiences. It includes: incentive plans that encourage employees to promote products and services; strategies designed to motivate employees and maintain high levels of morale throughout busy season; referral campaigns to attract new employees; and out-of-the-ordinary employee training, recognition and reward programs.
F. Web Site Design
The Web Site Design category is for all new firm Web sites or sub-sites designed specifically for a target audience (i.e. recruits) or niche service area. Entries should only include printed views of the home page and two other pages on the site.
G. Multi-Media
Entries in the Multi-Media category include electronic CD-ROM or Web-based marketing materials. These might include an electronic brochure, online sweepstakes or Web-based training program.
H. Celebratory Greeting Card
The Celebratory Greeting Card category includes a creative custom-designed greeting card sent out for any holiday, birthday, or anniversary your firm would acknowledge.
3. Business Development/Lead Generation
A. Sales Presentations/Proposals
The Sales Presentations/Proposals category will award firms based on the success of a proposal or the quality/content of a sales presentation that was used to develop new business. Entries should only include the cover page as well as two other pages within the proposal.
B. Niche-Building Campaign
The Niche-Building Campaign category is designed for firms that have successfully used integrated marketing communications programs to develop a successful niche. Entries should outline the various marketing tactics used and demonstrate the results of the campaign.
C. Event Marketing, Trade Shows and Seminars
The Event Marketing category includes all trade shows, seminars, networking and other meeting events, including peer groups and advisory boards. Visuals should include (as appropriate) pre-event marketing, handout materials and/or promotional give-aways, presentation samples and post-event follow-up materials.
D. Single Mailing
For the Single Mailing category, entries include one-time letters promoting a product or service, a single postcard announcing an important event, a client communication announcing regulatory changes/updates.
E. Campaign Mailing
Entries in the Campaign Mailing category include a series of three or more mailers with a common theme or look and feel.
4. Advertising
A. Single Print
The Single Print advertising category entries include a single ad that is run one time or multiple times, promoting a product, service or event.
B. Series Print
Entries in the Series Print advertising category include a series of three or more ads run with a common theme or look and feel.
C. Non-Print
The Non-Print advertising category encompasses all non-print advertisements, including radio, television, posters, out-of home/billboard, on-line, etc.
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