Communication Objectives

The competition's panel of distinguished judges will examine the Statement of Communication and supporting materials provided with each entry to determine the entry's ability to successfully achieve its goals. In the Statement of Communication you will be asked to provide information in seven categories: Situational Analysis, Marketing Objectives, Target Audience, Planning and Implementation, Message, Results, and Budget. Type your answers in the spaces provided in the Adrian Awards online submittal form. When preparing your documentation keep in mind that you are limited to 1000 characters per category.

Note: You must complete all questions in the form before you will be allowed to save the form. To avoid loosing information, it is advised that you type your statement in Word (or a like program), save it as a text only file (.txt) on your computer, and then when you are ready to complete your entry, cut and copy your text from a text editor such as Notebook or WordPad.

Below are more details on the Statement of Communication

ADVERTISING

Situational Analysis: Please provide a brief background on the project. Marketing Objectives: Clearly state your marketing goals. What did your company strive to achieve using this piece or program? Target Audience: Who was/is the target audience? Characterize the composition, size, and location of your target audience. Research, Planning, and Implementation: What market research was conducted prior to planning the piece/campaign? Was an outside agency, consultant, or graphic design firm used? Describe the production and delivery method. Message: What is the key message intended for the piece/campaign? What differentiates your piece/campaign in the marketplace? Results: Which of your original goals did you achieve and how? How did you measure the effectiveness of the piece or campaign? Budget: Please include total budget vs. total actual cost. How much revenue has the piece or campaign generated and does this amount to your goal? What was the return on investment?

PUBLIC RELATIONS

Situational Analysis: Please provide a brief background on the project. Marketing Objectives: Clearly state your marketing goals. What did your company strive to achieve through this piece or campaign? Target Audience: Who was/is the target audience? Characterize the composition, size, and location of your target audience. Research, Planning, and Implementation: What market research was conducted prior to planning the piece/campaign? Was an outside agency, consultant, or graphic design firm used? Describe the production and delivery method. Message: What is the key message intended for the piece/campaign? What differentiates your piece/campaign in the marketplace? Results: Which of your original goals did you achieve and how? How did you measure the effectiveness of the piece/campaign? Budget: a. Please include total budget vs. total actual cost. b. What was the return on your investment?

WEB MARKETING

Situational Analysis: Please provide a brief background on the project. Marketing Objectives: Clearly state your marketing goals. What did your company strive to achieve using the particular site? Target Audience: Who was/is the target audience? Characterize the composition, size, and location of your target audience. Research, Planning, and Implementation: What market research was conducted prior to planning the site? Was an outside agency, consultant, or graphic design firm used? Describe the production and delivery method. Message: What is the key message/s intended for this site? What differentiates your site? What tactics do you use to promote your site? Results: Which of your original goals did you achieve and how? (Entrants in the web marketing categories will be asked to provide quantifiable results of their campaigns, such as unique visitors, click through rates, revenue and results specific to the type of campaign you are entering i.e., web site, e-mail, etc.) On a monthly average, how many unique visitors does the site receive and does this number meet your goal? On the average, how many repeat visitors does the site receive and does this number meet your goal? What is the average amount of time spent on the site and does this meet your goal? Budget: Please include total budget vs. total actual total cost. How much gross revenue has the site generated and does this amount to your goal? What was the return on investment?

eMarketer of the Year

Presented by TravelCLICK and chosen by an independent panel, the eMarketer of the Year award is given to the best integrated eMarketing program. As additional analytics are required for the judging of this award, after you have finished entering your web marketing entries, make sure to enter into the “eMarketer of the Year” category to be considered for this award. There is no fee for filling out this additional information.