HOW TO ENTER YOUR CAMPAIGN

Each Entry must include a written submission document of no more than 6 x A4 pages.

Entries can be accompanied by collateral used in the campaign, such as Entry Forms, Point of Sale material, Press coverage, Mailing Pieces, etc as well as footage.

Each Entry will need to include the following elements:

• Campaign Title

• Category you are entering

• Client

• Product or Service being featured

• The Campaign

You must include these sections:

A Summary Statement

State why you believe the Campaign should win this Category.

Campaign Background and Marketing Objectives.

Describe the marketing situation. How is the product or service positioned within the market.

What marketing objectives was this campaign meant to achieve, such as increasing sales, generating new customers, blocking competition, supporting the trade, launching a new product, increasing market share, etc. What factors were important for success.

Campaign Strategy: Representing 25% of the score.

What strategy was planned to address the marketing objectives, and why. Is the strategy sound for the brand and the target audience.

PMAA Judges will be looking for appropriateness, relevance and a quality of strategic thinking.

Campaign Concept: Representing 30% of the score.

How was the Campaign planned. Which techniques were considered and why. How the campaign was to be supported. Which issues needed to be faced. Were there any budgetary or logistical aspects to consider, etc

PMAA Judges will be looking for originality, creativity, impact of the concept and an ability to achieve the objectives.

Campaign Execution: Representing 30% of the score.

How was the Campaign executed. How did the Campaign stand out. What issues needed to be faced with customers, trade, sales forces, etc

PMAA Judges will be looking for a strong presence in the market, the quality of the collateral material in communicating the strategy and finally how the execution was carried out.

Results: Representing 15% of the score.

Explain the results of the Campaign using as much detail as you can. Try to avoid statements like “sales increased” or “results were fantastic”. If actual results are confidential, quantify them, index them or describe them in as much detail as you can. Consider all other result areas.