Bronze Quill Preparation IABC Columbus February 29, 2012.
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Transcript of Bronze Quill Preparation IABC Columbus February 29, 2012.
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!