bronze quill preparation iabc columbus february 29, 2012
TRANSCRIPT
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Bronze Quill Preparation
IABC ColumbusFebruary 29, 2012
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IABC Columbus Bronze Quill Awards
• Awarding excellence for over 40 years
• Distinguish yourself and your team
• Receive valuable and meaningful feedback
• Recognize individuals for a job well done
• Showcases excellence in communication
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Bronze Quill Basics
• Open to IABC Members and Non-Members
• Work produced Jan 1 - Dec 21, 2011
• Key deadlines:
o March 12 - Early Bird Entry Deadline
o March 26 – Entry Deadline
• Winners will be notified in May
• Award ceremony May 24 (tentative)
• Feedback and entry picked up at event
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Bronze Quill Basics
• Entries must be produced primarily from the submitting individual
• Choose an appropriate division – skills or strategy
• Choose from one of eight categories
• Develop your work plan
• Assemble work samples
• Mail your entry by March 26
o Early bird deadline March 12
o Payment to IABC Columbus
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2012 Bronze Quill: Skills Division
Communications Skills Division
1. Annual Report• Non-profit• Profit
4. Design Projects• Direct Mail• Marketing/Promotional• Print Ad• Banner/Display Ad• Electronic Presentation (PowerPoint,
infographics, multimedia)
2. Ongoing Publications• Newsletters (print or online)• Magazine (print or online)
5. Video production • One-time Video • Video production series
3. Writing• News writing (articles, news releases)• Editorials/advertorials• Speech writing• Advertising and Marketing
6. Websites• Internet• Intranet
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2012 Bronze Quill:Strategy Division
Communication Strategies Division
10. Program or Campaign• Employee /Member/Investor/ Communications• Special Events – Internal or External• Issues Management /Crisis Communication• Strategic Communications Plan• Corporate Social Responsibility Campagin• New Product/Service Launch• Public Affairs Campaign• eCommunications Campaign• Media Relations
11. Social Media Campaign• Podcasts• Blogs• Social Networks – Facebook, Twitter, • Content Sharing Sites – YouTube, Flickr
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Judging
• Judged by sister IABC chapters
• Scored on seven-point scale
• Judged against standards, not other entries
• Two award levels:
o Excellence (5.75)
o Merit (5.25 – 5.74)
• Incomplete entries are not judged
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Preparing the Work Plan
• Do not exceed two pages
• Without a work plan, your entry will be incomplete
• Skills Division –
o Emphasizes technical expertise
o Criteria include creativity, resourcefulness and innovation
• Strategy Division –
o Generally a program or campaign
o Need well-defined communication plan
o Emphasizes measurable success against objectives
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Preparing the Work Plan
Resources
Judging worksheetshttp://columbus.iabc.com/
Rules for writing a work planhttp://www.iabc.com/awards/gq/rules/#plan
IABC Tips for Winning a Gold Quillhttp://www.iabc.com/awards/gq/resources/
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TIPS from Carol Harmon
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Skills Division Entry Categories
1. Annual Report2. Ongoing Publications3. Writing4. Design Project5. Video Production
6. Websites
Preparing Your Entry
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Engage YOUR Team
• IDENTIFY• PLAN• SUBMIT
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Celebrate YOUR Success
• ATTEND• INVITE• COLLABORATE
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Tips from Michael Sponhour
Start with an excellence mindset.
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Tips from Michael Sponhour
State the communications challenge with brevity and power.
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Tips from Michael Sponhour
Measurement and results are crucial.
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Tips from Michael Sponhour
Good objectives are measurable but also realistic.
They link to key organizational goals.
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Tips from Michael Sponhour
“My boss liked our project” is not a good measure.
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Marks of a WinnerTraits of a Winning Bronze Quill Entry
Tip: Tie everything back to organization priorities and show how you contribute to its success
Bonus Points: Include impact on performance, reputation, image, profits and audience participation
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Marks of a WinnerTraits of a Winning Bronze Quill Entry
Tip: Clearly define and show understanding of the problem or opportunity. Why does it matter?
Bonus Points: Use the research to identify the opportunity
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Marks of a WinnerTraits of a Winning Bronze Quill Entry
Tip: State your goals (one or two) linked to the organization’s business strategy
Bonus Points: Implications for a significant impact on change of behavior or financial results
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Marks of a WinnerTraits of a Winning Bronze Quill Entry
Tip: State specific, results-based objectives with measurable targets
Bonus Points: Identify appropriate measures for projects for situations that seem un-measurable
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Marks of a WinnerTraits of a Winning Bronze Quill Entry
Tip: Define your primary audience: prior knowledge, education level, geography, motivations, opinions and potential issues.
Bonus Points: Provide research that led to this audience understanding
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Marks of a WinnerTraits of a Winning Bronze Quill Entry
Tip: How did you get management or client, on-board with your solution?
Bonus Points: A clever approach to selling the project or overcoming significant objections
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Marks of a WinnerTraits of a Winning Bronze Quill Entry
Tip: Tell a story of thorough execution on your plan
Bonus Points: A well-explained rationale clearly linking audience characteristics to chosen tactics
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Marks of a WinnerTraits of a Winning Bronze Quill Entry
Tip: Always include a budget! (funding, staff/consultants, equipment)
Bonus Points: Efficiency, self-restraint and resourcefulness
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Marks of a WinnerTraits of a Winning Bronze Quill Entry
Tip: Explain how you overcame your challenges
Bonus Points: Demonstrate how you anticipated roadblocks
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Marks of a WinnerTraits of a Winning Bronze Quill Entry
Tip: Bring it full circle: Link your results back to your objectives
Bonus Points: Wild success pays off here! But you have to demonstrate it with measurement
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Marks of a WinnerTraits of a Winning Bronze Quill Entry
Tip: Connect the work plan and your work sample
Bonus Points: Show more than pretty things and good writing: provide work plans, data collection, analysis
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Good luck on your Bronze Quill Entry!See you May 24!