Judging Criteria

Division I: Campaign Requirements 

All entries submitted in Division I will be judged on the following criteria. 

Research – 25 points

  • How thorough or relevant was the research to overall planning/ audience identification?
  • Did the research reflect a clear need or opportunity?
  • Was the research undertaken to assist in achieving desired results?
  • Did the research help establish the baseline for program success?

Planning – 20 points

  • Did the plan clearly define objectives?
  • Did the objectives support the organization’s overall goals?
  • Did the strategy reflect research findings and support objectives?
  • Does the strategy show original thought?
  • How thorough was the plan?

Execution – 25 points

  • How appropriate were the tactics to achieving objectives/executing strategy?
  • Does the project reflect creativity in the tactics?
  • How well were the tactics implemented?
  • Were public relations/ business communications tools integrated in the execution?
  • How efficient was the execution of tactics in relation to the resources (including personnel and budget)?

Evaluation – 15 points

  • How successful was the organization in achieving its objectives?
  • How thorough and relevant were analysis and quantification of results?
  • Did the results clearly reflect the original strategy and planning?

Supporting materials/ Project Content – 15 points

  • Do materials reflect a professional approach and presentation?
  • Did the project team use creative means to present its message?
  • At-a-Glance Description was no more than 100-word description
  • Provided a summary that was no more than TWO pages.

Division II: Tactics Requirement

All entries submitted in Division II will be judged on the following criteria.

Objectives – 20 points Total                                                                              

  • Are the objectives for the use of the particular tactic clear and concise?
  • Are the objectives measurable?
  • Did the objectives assist in shaping the tactic to achieve desired results?
  • Did the objectives help establish the baseline for program success?
  • Was the target audience clearly stated in the objectives?

 Creativity/Quality – 25 points Total

  • Does the entry reflect a creative/unique approach and original thought for the project?
  • Was the use of creative techniques appropriate for the stated audience?
  • Does the project reflect a professional use of a variety of creative tools/resources (graphics/art, photography, writing/copy, website design, giveaways, visuals, etc.)?
  • Does the end product reflect a high quality standard?

Execution – 25 points Total

  • How appropriate was the tactic to achieving the stated objective(s)?
  • How well was the tactic implemented?
  • Were public relations/ business communications tools integrated in the execution?

Results/Evaluation – 15 points Total                                                                             

  • How successful was the organization in achieving its objectives?
  • Did the tactic clearly assist in achieving the desired results?
  • Are there indications that the tactic reached the stated audience effectively?

Supporting materials – 15 points Total

  • Do materials reflect a professional approach and presentation?
  • Was creativity used to present its message?
  • At-a-Glance Description was no more than 100-word description
  • Provided a summary that was no more than ONE page.