28th  Annual  Crystal  Awards    

The  Award  that  Honors  RESULTS  May  29,  2014  

at  the  Hya@  Regency  Houston    

We’re  honoring  the  extreme  measures  we  go  to  and  the  golden  results  we  generate.  

 

Categories    

•  14  Groups  and  97  Categories  •  Branding  •  Marke8ng  Research  •  PR  •  Special  Event  Marke8ng  •  Adver8sing  •  Elements  of  Adver8sing  •  Marke8ng  Campaigns  •  Collateral  &  Direct  Marke8ng  •  Online  •  Interac8ve/Mul8media  •  Promo8onal  Products/Packaging  •  Trade  Shows  /  Displays  •  Maverick  Marke8ng  •  Shoestring  Marke8ng  

More  info  at  :  hKp://crystalawards.org/enter-­‐your-­‐work/    

•  Market  &  Year  •  Texas;  2013  calendar  year  

•  Entry  submission  elements:    •  1  SINGLE  24″₺  x  18″₺  board  •  3  pages  max  le@er  format  with  

answers  to  the  Judges’  FIVE  quesTons  

Entry  Guidelines  Overview    

More  info  at  :  hKp://crystalawards.org/enter-­‐your-­‐work/    

Make  sure  you  affix  category  number,  name,  and  entry  /tle  both  on  the  board  and  on  the  answers  document.    

JUDGING  CRITERIA:  5  QUESTIONS,  3  PAGES    

1. SituaTon/Challenge  2. ObjecTve(s)  3. Strategy/TacTcs  4. Message  Alignment  5. Results      

Video  at  hKp://www.youtube.com/watch?v=sU247mG7i9M  More  info  at  hKp://crystalawards.org/enter-­‐your-­‐work/    

•  SituaTon/Challenge  (10  points)    What  was  the  core,  basic  problem  to  be  solved  or  situa8on  to  be  addressed  by  the  entry?    Judges    score  on  how  clearly  the  challenge  is  stated.  

•   ObjecTve(s)  (10  points)  What  was/were  the  objec8ve(s)  to  address  the  situa8on  or  challenge?    Judges  score  whether  the  objec8ves  are  sound,  clear  and  measurable.  If  objec8ves  aren’t  measurable,  judges  score  on  whether  they  were  clear  enough  to  determine  if  they  were  achieved.  

•  Strategy/TacTcs  (10  points)  What  was  the  strategy  and  what  tac8cs  (ac8ons)  were  undertaken  for  achieving  the  objec8ves?  Judges  score  on  how  well  the  strategy/tac8cs  relate  achieving  the  objec8ves.  

•  Message  Alignment  (10  points)  How  does  the  approach  and  tone  of  the  crea8ve  message  align  with  the  target  audience  and  support  the  stated  objec8ves  and  strategies?    Judges  score  on  how  well  the  elements  of  the  message,  including  the  graphics  and  copy,  align  with  the  goals  of  the  program.  This  new  criteria  will  allow  judges  to  give  credit  for  innova8ve  and  crea8ve  ideas  within  marke8ng  programs.  

•  Results  (20  points)  What  results  produced  by  the  entry  represent  how  it  aKributed  to  achieving  its  objec8ve(s)?    Judges  score  how  effec8ve  the  entry  was  in  producing  results  that  8e  to  the  stated  objec8ve(s).  The  results  score  receives  DOUBLE  WEIGHT,  so  it  is  extremely  important  to  describe  the  results  in  as  measurable  of  terms  as  possible  to  prove  the  objec8ve(s)  was/were  achieved.  

JUDGING  CRITERIA:  5  QUESTIONS,  3  PAGES    

You  can  have  the  coolest  marke8ng  program  in  the  room,    but  if  your  informa8on  is  not  clear  and  judges  cannot  find  

what  to  score,    you  may  not  win.  

ANATOMY  OF  A  GOOD  WRITE-­‐UP  

More  info  at  :  hKp://crystalawards.org/enter-­‐your-­‐work/    

•  A  SINGLE  24″₺  x  18″₺  board    •  (not  bigger,  not  smaller)  

•  Entries  boards  may  include  samples,  applica8on  examples,  photos,  illustra8ons,  press  clippings,  media  clips,  reports,  tables,  charts,  tes8monials  and  other  documented  evidence.  

•  Check  guidelines  for  interac8ve  entries.  •  No  binders.  If  a  mul8-­‐page  document  is  required,  mount  it  in  a  plas8c  sleeve  on  the  black  board.  

•  If  you're  a  finalist,  your  board  is  going  to  be  in  the  gallery,  so  make  sure  it  will  stand  out  in  the  crowd!  

 

HOW  TO  PREPARE  BOARDS    

More  info  at  :  hKp://crystalawards.org/enter-­‐your-­‐work/    

BOARD  SAMPLES  

More  info  at  :  hKp://crystalawards.org/enter-­‐your-­‐work/    

BOARD  SAMPLES  

More  info  at  :  hKp://crystalawards.org/enter-­‐your-­‐work/    

BOARD  SAMPLES  

More  info  at  :  hKp://crystalawards.org/enter-­‐your-­‐work/    

BOARD  SAMPLES  

More  info  at  :  hKp://crystalawards.org/enter-­‐your-­‐work/    

BOARD  SAMPLES  

More  info  at  :  hKp://crystalawards.org/enter-­‐your-­‐work/    

•  Design  your  board  &  send  to  a  printer.  •  Color  Reflec8ons  this  year  in  offering  AMA  Crystal  Awards  entrants  a  30%  discount  on  the  prin8ng  and  moun8ng  of  their  entry  boards.  

CONSIDER  PRINTING  YOUR  BOARD    

More  info  at  :  hKp://crystalawards.org/enter-­‐your-­‐work/    

Entry  Due  Dates:  April  16,  2014  at  4:00  p.m.  

April  23,  2014  at  4:00  p.m.  (late  entry  at  higher  fee)    

Entry  Judging:  April  25  -­‐  26,  2014  

 Finalists  Announcement  

No  later  than  May  2,  2014    

Crystal  Awards  Gala  May  29,  2014,  6:00  p.m.  -­‐  9:00  p.m.  HyaK  Regency  Downtown  Houston  

IMPORTANT  DATES    

•  Prepare  your  24″₺  x  18″₺  board  •  Type  the  answers  to  the  5  quesTons  and  make  sure  you  

are  CLEAR  and  MEASURABLE  (and  aKach  the  document  to  the  back  of  the  board  in  a  plas8c  sleeve)  

•  AKach  a  copy  of  the  Entry  RegistraTon  Form  with  the  per8nent  entry  number  circled.  

•  Deliver  entries  to  Lone  Star  Exhibits  no  later  than  Wednesday  April  16,  2014  at  4:00pm  

 Good  Luck,  Marketers!  

WINNER  CHECKLIST  

ChrisTne  Warren  Houston  Zoo  

 Cherri  Carbonara  

Carbonara  Group    

Glenn  Taylor  Houston  Symphony  

 

Q&A