Bronze Quill Preparation

IABC ColumbusFebruary 29, 2012

IABC Columbus Bronze Quill Awards

• Awarding excellence for over 40 years

• Distinguish yourself and your team

• Receive valuable and meaningful feedback

• Recognize individuals for a job well done

• Showcases excellence in communication

Bronze Quill Basics

• Open to IABC Members and Non-Members

• Work produced Jan 1 - Dec 21, 2011

• Key deadlines:

o March 12 - Early Bird Entry Deadline

o March 26 – Entry Deadline

• Winners will be notified in May

• Award ceremony May 24 (tentative)

• Feedback and entry picked up at event

Bronze Quill Basics

• Entries must be produced primarily from the submitting individual

• Choose an appropriate division – skills or strategy

• Choose from one of eight categories

• Develop your work plan

• Assemble work samples

• Mail your entry by March 26

o Early bird deadline March 12 

o Payment to IABC Columbus

2012 Bronze Quill: Skills Division

Communications Skills Division

1. Annual Report• Non-profit• Profit

4. Design Projects• Direct Mail• Marketing/Promotional• Print Ad• Banner/Display Ad• Electronic Presentation (PowerPoint,

infographics, multimedia)

2. Ongoing Publications• Newsletters (print or online)• Magazine (print or online)

5. Video production • One-time Video • Video production series

3. Writing• News writing (articles, news releases)• Editorials/advertorials• Speech writing• Advertising and Marketing

6. Websites• Internet• Intranet

2012 Bronze Quill:Strategy Division

Communication Strategies Division

10. Program or Campaign• Employee /Member/Investor/ Communications• Special Events – Internal or External• Issues Management /Crisis Communication• Strategic Communications Plan• Corporate Social Responsibility Campagin• New Product/Service Launch• Public Affairs Campaign• eCommunications Campaign• Media Relations

11. Social Media Campaign• Podcasts• Blogs• Social Networks – Facebook, Twitter, • Content Sharing Sites – YouTube, Flickr

Judging

• Judged by sister IABC chapters

• Scored on seven-point scale 

• Judged against standards, not other entries

• Two award levels:

o Excellence (5.75)

o Merit (5.25 – 5.74)

• Incomplete entries are not judged

Preparing the Work Plan

• Do not exceed two pages

• Without a work plan, your entry will be incomplete

• Skills Division –

o Emphasizes technical expertise

o Criteria include creativity, resourcefulness and innovation

• Strategy Division –

o Generally a  program or campaign 

o Need well-defined communication plan

o Emphasizes measurable success against objectives

Preparing the Work Plan

Resources

Judging worksheetshttp://columbus.iabc.com/

Rules for writing a work planhttp://www.iabc.com/awards/gq/rules/#plan

IABC Tips for Winning a Gold Quillhttp://www.iabc.com/awards/gq/resources/

TIPS from Carol Harmon

Skills Division Entry Categories

1. Annual Report2. Ongoing Publications3. Writing4. Design Project5. Video Production

6. Websites

Preparing Your Entry

Engage YOUR Team

• IDENTIFY• PLAN• SUBMIT

Celebrate YOUR Success

• ATTEND• INVITE• COLLABORATE

Tips from Michael Sponhour

Start with an excellence mindset.

Tips from Michael Sponhour

State the communications challenge with brevity and power.

Tips from Michael Sponhour

Measurement and results are crucial.

Tips from Michael Sponhour

Good objectives are measurable but also realistic.

They link to key organizational goals.

Tips from Michael Sponhour

“My boss liked our project” is not a good measure.

Marks of a WinnerTraits of a Winning Bronze Quill Entry

Tip: Tie everything back to organization priorities and show how you contribute to its success

Bonus Points: Include impact on performance, reputation, image, profits and audience participation

Marks of a WinnerTraits of a Winning Bronze Quill Entry

Tip: Clearly define and show understanding of the problem or opportunity. Why does it matter?

Bonus Points: Use the research to identify the opportunity

Marks of a WinnerTraits of a Winning Bronze Quill Entry

Tip: State your goals (one or two) linked to the organization’s business strategy

Bonus Points: Implications for a significant impact on change of behavior or financial results

Marks of a WinnerTraits of a Winning Bronze Quill Entry

Tip: State specific, results-based objectives with measurable targets

Bonus Points: Identify appropriate measures for projects for situations that seem un-measurable

Marks of a WinnerTraits of a Winning Bronze Quill Entry

Tip: Define your primary audience: prior knowledge, education level, geography, motivations, opinions and potential issues.

Bonus Points: Provide research that led to this audience understanding

Marks of a WinnerTraits of a Winning Bronze Quill Entry

Tip: How did you get management or client, on-board with your solution?

Bonus Points: A clever approach to selling the project or overcoming significant objections

Marks of a WinnerTraits of a Winning Bronze Quill Entry

Tip: Tell a story of thorough execution on your plan

Bonus Points: A well-explained rationale clearly linking audience characteristics to chosen tactics

Marks of a WinnerTraits of a Winning Bronze Quill Entry

Tip: Always include a budget! (funding, staff/consultants, equipment)

Bonus Points: Efficiency, self-restraint and resourcefulness

Marks of a WinnerTraits of a Winning Bronze Quill Entry

Tip: Explain how you overcame your challenges

Bonus Points: Demonstrate how you anticipated roadblocks

Marks of a WinnerTraits of a Winning Bronze Quill Entry

Tip: Bring it full circle: Link your results back to your objectives

Bonus Points: Wild success pays off here! But you have to demonstrate it with measurement

Marks of a WinnerTraits of a Winning Bronze Quill Entry

Tip: Connect the work plan and your work sample

Bonus Points: Show more than pretty things and good writing: provide work plans, data collection, analysis

Good luck on your Bronze Quill Entry!See you May 24!