1 Who Am I? Gabrielle Loring 2018-2019 IABC Awards Committee Chair - - PowerPoint PPT Presentation

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Who Am I?

Gabrielle Loring 2018-2019 IABC Awards Committee Chair 12-Time Gold Quill Award Winner Senior Consultant ROC Group

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What We’ll Cover Today

• Divisions, categories and special awards
• Evaluation
• Key elements of a strong Gold Quill award entry

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Divisions

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1 Communication Management 2 Communication Research 3 Communication Training & Education 4 Communication Skills

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DIVISION 1 Communication Management DIVISION 2 Communication Research DIVISION 4 Communication Skills

• 1. Internal
• 2. Employee

engagement

• 3. HR & benefits
• 4. Change
• 5. Safety
• 6. Leadership
• 7. Marketing, advertising

& brand

• 8. Customer relations
• 9. Media relations
• 10. Community relations
• 11. Government relations
• 12. Financial
• 13. Issues management &

crisis communication

• 14. Corporate social

responsibility

• 15. Government

communications

• 16. Nonprofit campaigns
• 17. Student entry
• 18. Research
• 19. Student entry
• 22. Special &

experiential events

• 23. Web
• 24. Audio/visual
• 25. Social media
• 26. Publications
• 27. Writing
• Journalism
• Corporate
• Promotional

Nonprofit

• Special projects
• 28. Student

DIVISION 3 Training & Education

• 20. Training &

education

• 21. Student entry

Categories

Evaluation

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• International Blue Ribbon Panels
• Rubrics provided to evaluators

for consistency

• Each entry receives feedback

from evaluators

• Scored on IABC’s

Seven-Point Scale of Excellence

Sample Rubrics

IABC Seven-Point Scale of Excellence

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7 Outstanding: An extraordinary or insightful approach or result. 6 Significantly better than average: Demonstrates an innovative, strategic approach,

takes all elements into account and delivers significant results.

5 Better than average: Demonstrates a strategic approach and aligns the communication

solution with the business need to deliver meaningful results.

4 Average: Competent approach or results, professionally sound and appropriate. 3 Somewhat less than satisfactory: Several key elements that are critical to the

strategy or execution are missing, incorrect or underrepresented.

2 An inadequate approach or result: A significant number of critical elements are

missing.

1 Poor: Work that is wrong or inappropriate.

Scoring

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DIVISION 4 Communication Skills

1/3 Strategic Alignment 1/3 Professional Standards

• f Execution

1/3 Creativity, Resourcefulness

• r Innovation

DIVISIONS 1, 2 & 3 Communication Management, Education & Training, Research

1/2 Work Sample 1/2 Work Plan

Award of Excellence 5.75 or higher Award of Merit 5.25 to 5.749

Special Awards

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• Best of the Best: Most exceptional work across all divisions
• Jake Wittmer Award: Exceptional use of research in a

communication strategy

• Business Issue Award: Exceptional use of strategic communication

to address a significant business issue

• Sharon Berzok Student Award: Student achieving the highest

standard of communication excellence in the student categories

 All entries winning Excellence are considered.  Announced after entrants receive results.

Special Awards

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• Of the Year Awards:

– Corporate Communications Department of the Year – Not-For-Profit Communications Department of the Year – Agency of the Year: boutique, small, mid and large

 Based on the number of winning submissions from an organization.  Announced at the Excellence Gala at World Conference.

Strategic Communications Defined

 Planned to meet a measurable objective to make a noticeable difference in something that matters  Includes direct steps that let you demonstrate to company leaders or clients that you have contributed meaningfully to what the company is trying to accomplish  Thought about it ahead of time

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Holtz, S., McCauley, M., & Wah, J., (2017, February 16.) Circle of Fellows #18: Strategic Communication Planning. Retrieved from: https://firpodcastnetwork.com/circleoffellows/

1 The Business Need and Communication Opportunity 2 Stakeholder Analysis 3 Goals and Objectives 4 Solution Overview 5 Implementation 6 Measurement

Work Plan for Divisions 1, 2 & 3

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Questions

Business Need & Communications Opportunity

“You must know where you are now

before you decide which way to go”*

• Business goal(s):

– Why important? – Why now? – How will it help the business? – How do you know?

• Research
• Communication opportunity

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*Potter, Les R. (2008). The Communication Plan The Heart of Strategic

• Communication. International Association of Business Communicators.

EXAMPLE: City of Airdrie Communication Campaign Gets Residents to Recycle Organics

Business Need

• Rising landfill fees
• Sending organic matter to compost costs 50% less than landfill –

costs had increased 65% since 2009

• City developed 5-year, phased-approach waste management strategy

– Curbside organics recycling program to divert 52% of food and yard waste away from landfills – Cost savings of CDN$175,000 in first nine months of program

• Boost city’s reputation as environmental steward

Communications Opportunity

• Citizen Satisfaction Survey showed lack of knowledge on organic

material collection

• Educate residents about organics recycling impacts and support

participation in first citywide curbside recycling initiative

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http://cw.iabc.com/2016/01/04/city-communication-campaign-

• rganics-recycling/

Stakeholder Analysis

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• Who is the audience?
• What do you know about them?

– Audience preferences – Attitudes – Demographics – Psychographics

• How do you know?

– Research

Link audience analysis to the business need

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http://cw.iabc.com/2016/01/04/city- communication-campaign-organics- recycling/

EXAMPLE: City of Airdrie Communication Campaign Gets Residents to Recycle Organics Stakeholder Analysis

• 50,000 residents
• 24% used backyard composter
• Recycling carts curbside are new concept,

city had not offered before

• Citizen Satisfaction Survey

– 93% said recycling programs important – 59% supported food and yard waste collection – Don’t understand organic material collection

• What materials are considered organic, odor, cost,

logistics

Goals and Objectives

• Goals

– Overarching, broad, simple

• Objectives

– Help you manifest goal into reality – Where you want to be? – How will you measure them?

• Strategy

– How do you go about achieving goals and objectives? – General direction and priorities

• Tactics

– What to do?

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Based on the work of Les Potter, ABC, IABC Fellow

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What audience takes away

• Better understanding
• Embrace a position

Outputs Outtakes Outcomes Volume against channels

• Coverage
• Number of posts

What audience does, actual behavior

• Buy a product
• Sign up for benefits
• Act safely

Communication Objectives

Three Types of Objectives

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Objectives

Describes a desired

• utcome

Quantified as an output,

• uttake or
• utcome

Challenging but within the range of influence Contributes to business goals in a meaningful way Includes a completion date

Link goals and objectives to the business need & stakeholder analysis

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Goals

• Creating awareness of the program and

convincing residents of its importance

• Encouraging proper use of program to

ensure material collected met contamination guidelines set by vendor

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http://cw.iabc.com/2016/01/04/city-communication- campaign-organics-recycling/

EXAMPLE: City of Airdrie Communication Campaign Gets Residents to Recycle Organics

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Output-Based Objectives

• Achieve 80% accurate and positive media coverage of key

messages and program facts, based on content analysis

• Reach 1,000 residents through community presentations

and grocery store intercepts

• Generate more than 100 tweets from residents about organics
• Hits on web pages specific to organics will increase by 500%

(from 439 hits to 2,200 hits) between January and July 2014

EXAMPLE: City of Airdrie Communication Campaign Gets Residents to Recycle Organics

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Outtake-Based Objectives

Increase residents’ understanding of the harm

• rganics post in landfills by 40%.

(Benchmark survey-68% felt not harmful for

• rganics to decompose in landfill)

EXAMPLE: City of Airdrie Communication Campaign Gets Residents to Recycle Organics

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Outcome-Based Objectives

• Reach a 65% participation rate among residents by

1 Sept 2014 (using cart at least monthly)

• Decrease residential waste by 25% by 1 Sept 2014
• By 1 Sept 2014 the contamination rate of organic waste picked up

curbside is less than 5%, indicating we effectively disseminated accurate information that would reduce costs associated with fines for over-contaminated materials

• More than 50% of city staff will become ambassadors for the program

EXAMPLE: City of Airdrie Communication Campaign Gets Residents to Recycle Organics

Solution Overview

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How you approach the project

• How you go about achieving

goals and objectives

• Making choices and trade-offs
• Seizing opportunities
• Key messages

IABC Gold Quill Award of Excellence

Earned by work that is…

• Truly unique,
• Resourceful, or
• Setting new standards of professional

execution within the category, industry or geography

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Link solution overview to the business need, stakeholder analysis & goals and objectives

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Solution Overview Strategy: A 3-phased, branded campaign — “Come Roll with Us” to educate residents

• Designed to reach 65% participation rate
• Benefits of program
• How it would work
• Motivate residents to participate

First, make residents feel the program was a value to them

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EXAMPLE: City of Airdrie Communication Campaign Gets Residents to Recycle Organics

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Activity Audience Key Message(s) Objective Date Phase 1: Town Hall Meetings Residents Makes sense for economy & environment Reach 1,000 residents through presentations & intercepts Jan xx, Feb xx, Mar xx Phase 1: Grocery store & recreational center intercepts Residents Makes sense for economy & environment Reach 1,000 residents through presentations & intercepts Jan xx, Feb xx, Mar xx Phase 1: Home & Lifestyle trade show Residents Makes sense for economy & environment Reach 1,000 residents through presentations & intercepts Feb 18 Phase 1: Web site content Residents Makes sense for economy & environment Hits on web pages increase by 500% Jan 1 Phase 2: Brochure Residents How to recycle organics and on-cart placement logistics Increase understanding by 40% Mar 1 Phase 2: How-to video Residents How to recycle organics and on-cart placement logistics Increase understanding by 40% Mar 1 Phase 2: Media outreach / Photo Op Residents First bin delivery kicks off Recycle of Organics 80% accurate & positive media coverage Mar 15 Phase 3: Town Hall Meetings Residents Congratulations on success Aug xx, Sep xx Phase 3: “Oops” tags for carts Residents Gently correct incorrect behaviors Jul to Sep

EXAMPLE: City of Airdrie Communication Campaign Gets Residents to Recycle Organics

Implementation

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• Share the inside story
• Demonstrate your project

management skills

• Budget: demonstrate that you

used resources effectively

• How did you navigate through

project challenges?

• Collaboration

Measurement & Evaluation

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• Evaluate to set objectives
• Explain challenges
• Establish your credibility and

management potential

 Communication delivers business results.

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Objectives Results Achieve 80% accurate and positive media coverage of key messages and program facts, based on content analysis. 73 articles and letters to editor printed. All articles and 33% letter rated neutral or positive. Reach 1,000 residents through community presentations and grocery store intercepts Staff, City Council talked with 936 residents Generate more than 100 tweets from residents about organics 150 tweets, retweets & @tweets Hits on web pages specific to organics will increase by 500% from 439 hits to 2,200 hits between January and July 2014 Hits increased 4,000% between January and July

EXAMPLE: City of Airdrie Communication Campaign Gets Residents to Recycle Organics

Measurement & Evaluation

Link evaluation to the business need, stakeholder analysis, goals & objectives, strategy, tactics

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Work Sample

• Up to five representative samples
• Demonstrate strategic planning & execution
• Name files and label samples within a file
• Evaluators will look for:

– Communication plan & implementation or tactical plan – Research report(s) – Samples of tactics and tools – Executive summary of measurement & evaluation – Creative samples

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Division 4 – Communication Skills

• Showcases technical/

tactical skills

• Answer 6 online questions
• Work sample requirements

same as other divisions

• Scoring based 1/3 each on:

– Strategic alignment – Creative process – Measurable results

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Skills Division Online Questions

1. Describe the organization and project (800 characters, including spaces) 2. Why was this project undertaken? (600 characters, including spaces) 3. Who was the audience(s) for this project? What do you know about the audience(s)? (600 characters, including spaces) 4. List up to three key measurable objectives for the project. How well did the project meet the objectives? (600 characters, including spaces) 5. List up to three key messages for the project. (600 characters, including spaces) 6. Describe the resources (budget, time, others) available for the project and how effectively they were managed. (600 characters, including spaces)

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Putting the Entry Together

• Use a table for your introductory data
• If you are an agency submitting on behalf of a client,

include a permission letter

• Put your objectives, action plan and results in table format
• Don’t be afraid to format – but stay within the rules!
• Tell the story connecting each section of the entry
• Have colleagues and friends give it the once-over
• Edit – then edit again.

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Making It Happen

• Deadlines:

– 9 January 2019 – Late 29 January 2019 11:59 pm US Pacific time

• Upload your entry electronically

at gq.iabc.com

• Pay fee

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The Winner Experience

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Best of Luck!

Go to the Gold Quill Awards site at gq.iabc.com:

 More information  Access to the entry site  Resources

• How-To Guide for IABC Awards
• Work plan template
• Score sheets for each division
• Top 10 tips for creating entry
• Case studies of past winners

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recognition@iabc.com

Questions