student of the year

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Entry Kit 2011

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year

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Contents

My campaignMy strategyMy creativityMy win!

Natasha Ratliff2009 Winner

WWhhaatt ccaann II wwiinn??The winner will receive a gener-ous $5,000 cash prize, a paidinternship with the award spon-sor, Hill & Knowlton, and a paidtrip to the annual PRWeek Awardsin New York in March 2011. Onerunner-up may receive a $1,000cash prize and a paid internshipwith Hill & Knowlton. Also, up tofive shortlisted students willreceive a paid trip to New Yorkfor the final day of the Student ofthe Year judging. The top twofinalists will receive a trip to thePRWeek Awards.

FFAAQQss:: WWhhaatt ddoo II hhaavvee ttoo ddoo??You must devise and write a newcampaign for a real client. Youwill need to use your creativityand ability to think strategicallyand analytically to create a campaign that ensures the clientachieves its desired objective. Shortlisted contestants will beflown to New York in January2011 for a final day of judging,including a live pitch to the client and the media. Finalists willalso have the chance to handle a fictional crisis scenario.

WWhhaatt iiss tthhee ddeeaaddlliinnee??The entry deadline is December 10, 2010.

WWhhoo ccaann eenntteerr??Whether a major in media or math, communications, or chemistry, anyone can enter as long as he or she was enrolled as an undergraduate student at aUS college or university betweenDecember 14, 2009, andDecember 14, 2010.

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student of the year

Do you have what it takes to be PRWeek’s Student of the Year?Test your PR and communications skills by entering our contest, sponsored by Hill & Knowlton. You could win $5,000 and a paidinternship at one of the world’s largest PR firms – not to mention the honor of being the PRWeek Student of the Year 2011.

Sean Whelan2010 Winner

Background on SanDiskSanDisk Corporation is an S&P 500 company andthe global leader in flash memory cards–fromresearch, manufacturing, and product design to con-sumer branding and retail distribution. SanDisk'sproduct portfolio includes flash memory cards formobile phones, digital cameras, and camcorders; dig-ital audio/video players; USB flash drives for con-sumer and enterprise; embedded memory for mobiledevices; and solid state drives for computers.

The challengeIn 2010, SanDisk launched a professional photogra-phy contest on the SanDisk Extreme Team Facebookpage. Participants were asked to submit photos infour different categories: nature, wedding/events,action, and fashion. Fans of the Facebook page wereable to vote for their favorites while a panel of pro-fessional photographers from the SanDisk ExtremeTeam reviewed the quarterfinalists and selected thecontest winners. The campaign was an enormous suc-cess, garnering thousands of entries and buildingawareness for SanDisk imaging cards.

SanDisk has a reputation amongst professional photographers, but how can they reach a differentaudience?

The assignmentSanDisk wants to find a way to reach college studentswith the message that their college memories wouldbe best captured using the company’s best-in-classimaging cards. Design a campaign that will driveawareness of SanDisk’s superior technology in a funand creative way, using social media and more tradi-tional PR strategies. The target audience should beencouraged to try SanDisk memory cards for them-selves and to share their experiences with others via arange of channels.

Your campaign should have no more than three sepa-rate components. For example, the campaign mayinclude a social and traditional media relations compo-nent, an event, and a competition. The written entryshould include the following components: objectives,research and planning, audience, execution and tactics,strategy, and evaluation/measurement of success.

Questions?Please contact Eva Chan for more information.Phone: 646.638.6059E-mail: eva.chan@prweek.com

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By submitting your entry for the PRWeek Student of the YearAward, you agree to the rules and regulations listed below.

OOffffiicciiaall rruulleess• Written entry must be no longer than 10 pages. Pitch

letters and press release are in addition to this count.• Entries should be typed and in 12-point Times New

Roman with one-inch margins all around.• Entries must be from undergraduate students enrolled at

a US college or university.• Entries MUST be submitted online as a PDF or Word

document at PRWeekus.com/SOTY.• Entries must be written in English.• Entries must be submitted online by Friday, December

10, 2010 at 11:59pm ET. Entries which are not submittedonline will not be accepted.

• Support materials are not accepted.• PRWeek and Hill & Knowlton reserve the right to

disqualify any entry deemed unsuitable for any reason, not limited to, but including: failure to meet any of the previously stated rules; plagiarism or non-attributed use of copyrighted material or images; excessive use of profanity, nudity, or violence; or any content that advo-cates and supports racial, cultural, religious, or gender bias.

• Five students will be selected for a final round of judging in January 2011.

• Up to five finalists will receive travel to New York for the judging, including airfare and standard hotel room

expenses, which will be paid for by the sponsor. Meals will be provided during the final judging session.

• The top two finalists will receive travel to New York for the PRWeek Awards in March 2011, including airfare and standard hotel room expenses to be paid for by the sponsor.

• The winner of the Student of the Year Award will receive $5,000 and an internship with Hill & Knowlton (for a period of time to be determined).

• One runner-up for the Student of the Year Award may receive $1,000 and an internship with Hill & Knowlton (for a period of time to be determined).

• The winning students agree to permit their likenesses to be used by Hill & Knowlton and/or Haymarket Media Inc. for advertising or promotion.

• The judges of the Student of the Year contest will includerepresentatives from Hill & Knowlton, PRWeek, and the featured client, SanDisk.

• The criteria for judging include creativity, presentation, writing ability, understanding of PR principles and strategy, and oral presentation skills (in final round).

• All entry materials become the property of the sponsoringorganizations and will not be returned.

• Immediate family members of employees of Hill & Knowlton or Haymarket Media Inc. (PRWeek) are not eligible to enter.

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