Strategic Objective – How did this effort fit into the larger goals of the
Marketing/Business Dev/Client Dev Goals – What did your firm hope to achieve with the piece or
program? Who was the target audience (if internal, please let us know if it was a team/office/whole firm, etc.)? Why? Be as specific as possible.
Research and Planning – What market research was conducted before the
planning of the piece or program? What types of obstacles stood in the way
of achieving your goals? Were there challenges identified at the outset?
How was the program organized and staffed?
Production and Implementation – What was the main message? Were there
other message(s) intended for this piece, site or program? How did the
work get done? How did it reach the market and/or your intended target audience?
Differentiation – What was your thought process and how did you make your
piece or program stand out from the crowd? Why did you select this media/type of program/initiative,
and what differentiates it from other avenues?
Results – Which of the stated goals were achieved and how? What metrics
did you use to judge the success of the project? How did you determine
ROI? (Lower scores will result when entries do not include data.)
Budget – What was your budget? What was the total cost, including hard and
soft costs? List the specific dollar amount of new business realized or
value of awareness generated. Provide precise budget data so that judges
may evaluate a cost/benefit relationship. If the project was completed
in-house, explain time, staff and resources used to complete the project.
(Failure to provide information about costs and budget will result in
lower scores and/or disqualification.)
Lessons Learned – Discuss key takeaways and any relevant lessons learned
based on the initiative. For instance: where there any valuable "aha"
moments? If you had a do-over, what would you change? Were there any
unanticipated obstacles? Was there anything that surprised you? Was there
any aspect of the project that you would repeat?
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