Entries should be an online communications campaign to sway hearts, minds, and attitudes of a targeted population other than students or alumni. The initiative should focus on only one or two digital platforms and strategies (Facebook, Linked In, geo-targeting, email, etc.). The communications may have a video component, or use static images and messages. Judges will look at overall strategy and effectiveness, as well as content and quality. The initiative can be part of a larger, multi-channel campaign, but should have a strategy and results that stand alone. Large, multi-channel campaigns should be entered in the Communications: Communications Initiatives category. Campaigns that have a marketing-oriented call to action (such as apply, register, give, buy) should be entered in the appropriate marketing or fundraising category.
For example:
Blogs
Email orientation campaign for parents
LinkedIn campaign to promote hiring graduates
Do not enter:
Marketing/promotional campaigns. Enter those in the appropriate Marketing category.
Online events.
Campaigns directed at current or prospective students. Enter those in Digital Campaigns (Student-oriented).
Campaigns directed at alumni. Enter those in Digital Campaigns (Alumni-oriented).
Judges will score nominations from 1 (lowest) to 10 (highest) in these five areas:
Ability to serve as a model for other institutions
Overall concept and creativity
Impact and results
Strategy and methodology
Use of resources (budget, staff, and time) and return on investment
Judges also may consider:
Quality and clarity of nomination and supporting materials
Special circumstances/overcoming adversity
Details and instructions
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