1. CAMPAIGN SUMMARY
Each Entry must include a written submission document of no more than 6 x A4 pages.
It is a requirement that your Campaign Summary be in a single PDF format. You may like to create your document in more than one format (ie Microsoft Word or Powerpoint) and then combine all pages into one PDF file. The written entry PDF file must not exceed 500kb.
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 was the campaign 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. |
| 2. SUPPORT MATERIAL
Printed Material
Entries can include collateral used in the campaign, such as point of sale material, press coverage, mailing pieces, consumer entry forms, brochures, photos, etc. It is a requirement that your Support Material be in a single PDF format. If you have more than one item, you can include everything in one PDF file. The PDF file must not exceed 10mb.
Multi Media Links
YouTube
Entries which contain video and audio media should be uploaded to a YouTube™ channel or account. Click here for help with YouTube™. You can also make your YouTube™ video private. Click here for help with YouTube™ private videos.
3. PMAA WINNERS PRESS RELEASE
To help us with the 2010 PMAA Winners Press Release, we would like all Entrants to provide us with up to 200 words which best describes their Campaign - the objectives, the execution and the results (whichever results you would like to be released).
We also need a high resolution jpeg file which best demonstrates your Campaign. We call this a ‘hero scan’.
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