Preparing Entries
29th Annual Bronze Quill Guidelines for Design, Illustration and Photography Divisions Each submission must include one copy of each the following with the exception of the entry form:
WORK PLAN As long as the pertinent information is included, you can structure your work plan any way you wish; however, it cannot exceed two pages. The format must include the following information and headings:
1. Project summary. Provide an overview of your project. What business need or opportunity did the solution address? 2. Intended audience(s). Identify primary and secondary audiences. Describe the key characteristics (needs, preferences, demographics, etc.) taken into account when developing the solution. Describe any research conducted. 3. Goals and Creative Objectives. What were they and what outcome did you target? Explain the connection to organizational need or opportunity. 4. Key messages/theme. Describe your critical messages or themes. 5. Creative rationale. Summarize the creative solution and the logic that supported it. Describe how the solution demonstrates insight and imagination. Identify your role in the project and your level of involvement and responsibility. 6. Results. Explain how this creative solution addressed the opportunity. Demonstrate the effectiveness of your solution by showing increases in sales, traffic, participation or other quantifiable outcomes. Discuss the budget, resources and time frames, and how each was used efficiently. PREPARING YOUR WORK SAMPLE The work sample is the supporting material that illustrates the communication program. It may include videotapes, publications, design work, writing samples, photography, or computer programs. Include products such as scripts, an executive summary of the research results, or the media buy. The work sample should represent the scope of your work. It can be either electronic or a hard copy, and should be the physical example of the project - for example, a newsletter, podcast or web site. Please send the highest-quality samples you can afford. _________________________________________________________ 29th Annual Bronze Quill Guidelines for Written, Electronic, or Program Management Divisions Each submission must include one copy of each the following with the exception of the entry form:
WORK PLAN As long as the pertinent information is included, you can structure your statement of objectives any way you wish; however, it cannot exceed two pages. The format must include the following information and headings:
1. Need/opportunity. Clearly describe the issues the organization faced, and outline any impacts on performance, reputation, image, profits, or participation. Highlight any formal or informal research findings that support your analysis of the need or opportunity. 2. Intended audience(s). Identify your primary and secondary audiences. Address any relevant dispositions. What key characteristics did you take into account when developing the solution? Describe any research conducted. 3. Goals and Objectives. Describe what your communication project was designed to accomplish (i.e. educating employees about a new benefit plan). Choose one or two key goals aligned with your organization's future needs and describe in detail. Objectives should be realistic and measurable (i.e. such as having 50 employees enroll in the new benefit plan). Examine outcomes such as quantity, quality, time, cost, percentages or other criteria. If your measurements are not financial, note this in the description. 4. Solution overview. Outline the project's solution and the logic that supported it. Explain actions taken. The solution should demonstrate the thought process, imagination and approach to problem solving. Discuss how stakeholders were involved. Identify key messages. Present the tactics and communication vehicles used. Identify your role and level of accountability and responsibility. 5. Budget, Implementation and Challenges. State the project budget addressing any staff time or resources used. Demonstrate how you made efficient use of money. Discuss time frames and any limitations or challenges faced when implementing ideas. (Judges are looking for flexibility and a capacity to resolve problems and negotiate solutions.) Note any special circumstances and resolutions. 6. Measurement/evaluation of outcomes. Every result should be linked to one or more objectives. Results must be shown to be valuable, thorough and convincing. Measurement should demonstrate outcomes, not outputs. If your challenge was to improve understanding of an issue, you must show how knowledge increased as a result of the communication plan. PREPARING YOUR WORK SAMPLE The work sample is the supporting material that illustrates the communication program. It may include videotapes, publications, design work, writing samples, photography, or computer programs. Include products such as scripts, an executive summary of the research results, or the media buy. The work sample should represent the scope of your work. It can be either electronic or a hard copy, and should be the physical example of the project - for example, a newsletter, podcast or web site. Please send the highest-quality samples you can afford. |