Best Marketing Campaign
Every area of campus life has been affected over the past few years, including marketing and communications. Disruptions to on-campus services and learning formats have challenged us to continually adapt and evolve the way we maintain relevance, connect, and support our student and campus communities.
Adaptations to marketing strategies and innovative ways to keep customers and/or students engaged have been paramount to ensuring our services, campaigns, and initiatives are seen and heard amongst the competing noise of communication and advertising highways.
An excellent Marketing Campaign will be engaging, eye-catching, alluring, and cleverly designed. It will encourage the viewer to want to know more and have them partaking in the call to action it speaks to. It will be adaptive to the changing market, using techniques that effectively raise awareness of the campaign and leave the viewer more informed and intrigued than they were before!
This award celebrates excellence in marketing campaigns delivered by a SEN member organisation in 2021.
Examples can include but are not limited to: membership drives, product awareness, programs or initiatives, events or activities, videos, etc.
The Jury will be looking for entries that demonstrate excellence in the following:
- Astute recognition of the need for the campaign
- Adaptability to the changing market
- Tangible and measurable goals and objectives
- Evidence of strong strategic planning
- Creative techniques used to deliver on the desired outcomes
- Effective use of resources (teams, funds, assets)
- Inclusivity, diversity, accessibility, and environmental considerations
- The quality of the campaign, its message, and its design
- Campus community or customer engagement and experience factors
- Evidence of success and positive impacts with measurable results
- Innovation, leadership, and recognition* (applies to ‘Best of the Year’ submissions only).
Award Submission Criteria
Submissions need to address each of the following criteria:
- Name of organisation
- Organisation logo
- Name and contact details of the person completing the submission
- Full-time student load (total student enrolments)
- Name of campaign
This category of the SEN Awards has two levels of recognition – ‘Award of Distinction’ and ‘Best of the Year’.
For your submission to be considered for an ‘Award of Distinction’ you will be required to complete the first 3 sets of criteria PLUS provide supporting evidence.
For your submission to be considered for the ‘Best of the Year’ Award you will be required to complete all of the ‘Award of Distinction’ requirements, PLUS the additional Innovation and Leadership criteria.
Tell us the WHY of your campaign.
- What was the reason for the campaign?
- What were you aiming for and why?
- What were the goals and objectives you were hoping to achieve?
Tell us the HOW of your campaign.
- What key strategies were identified and used to deliver on the goals and objectives of your campaign?
- What creative designs techniques were used?
- What effective use of resources was applied? (teams, assets etc)
- Was there student input and if so in what capacity? Did you engage with any external partnerships and if so, what was their input?
- How did you ensure your campaign was inclusive, accessible, and responsible? You can reference details such as diversity, inclusivity, accessibility to content/WGAC guidelines, use of environmental and sustainable materials/products/collateral, use of social/fair-trade/local suppliers, waste reduction factors, environmental packaging used etc
EVIDENCE OF SUCCESS
- What was the outcome of your campaign?
- Which of your goals and objectives did you achieve?
- What was the overall engagement and experience outcomes of your campaign on students and/or the campus community?
- What were the tangible and measurable positive impacts for your organisation and students? How have you determined the campaign’s success?
- Financial overview
This section may be used to support your submission by providing evidence of your claims, it is not a substitute or an additional opportunity for answering the criteria in your submission.
The quality of your supporting documents will be measured against the rubric.
Relevant examples will include documentation that adds value and validation to your submission which could include links to:
- Before and after comparative data (quantitative & qualitative)
- Hero photos that capture the success of the campaign
- Campaign website or feature page
- Campaign social media features
- Campaign video files
- Campaign PR or media
- Financial documentation
- Feedback forms
- Written articles
- Evidence of innovation, leadership, and formal recognition* (applies to ‘Best of the Year’ submissions only)
You can collate supporting documents into a word doc to minimise the number of your uploads.
To progress your submission for consideration at the ‘Best of the Year’ level, you will be required to complete the following criteria.
- What was innovative about your campaign?
- How does it stand out from other marketing campaigns?
- What did you incorporate in your campaign that you have not done or seen before?
- How was it coordinated or promoted in a completely different manner from anything you have created or seen before?
- How does this campaign provide meaningful and significant outcomes on your campus and within the sector?
- How is it positively influencing other organisations in the sector?
- How is the campaign replicable and are you offering support for its development at other organisations?
- Have you received official recognition for your campaign within your own organisation, within the sector, or broader industry fields?
Please ensure that you have uploaded adequate supporting documentation to support your claims including any reference to formal industry and/or organisation recognition.
Each category has a rubric that will be used as a scoring guide by the Awards Jury Panel against criteria responses in your submission.
- Criteria Responses that are a direct copy and paste from previous criteria fields in the same category submission will be marked as Basic.
- Submissions that do not provide supporting evidence of the stated claims will be marked as Basic.
- In the event of multiple applications achieving equal scores, the award decision is at the discretion of the Awards Jury Panel.
- In order to be eligible to win ‘Best of the Year’, your application will need to achieve a score of at least 13 out of 15.
- Applications submitting for ‘Best of the Year’ that do not meet the higher score ranking required to win can also be considered for an ‘Award of Distinction’ at the judge’s discretion.
Category-specific rubrics will be available to download on the submission page of each category.
Click HERE to see an example.