2015 IABC Ottawa Excel Awards – Divisions and Categories

2015 Excel Awards: Divisions and Categories

DIVISION 1: COMMUNICATION RESEARCH MANAGEMENT

Entries in this division recognize the importance of research and measurement as a foundation for strategic communication work and a competency that’s integral to success throughout the career of a communication professional.

  • CATEGORY 1: INTERNAL COMMUNICATION RESEARCH
  • CATEGORY 2: INTERNAL COMMUNICATION MEASUREMENT
  • CATEGORY 3: EXTERNAL COMMUNICATION RESEARCH
  • CATEGORY 4: EXTERNAL COMMUNICATION MEASUREMENT
  • CATEGORY 5: RESEARCH INNOVATION
  • CATEGORY 6: COMMUNICATION RESEARCH MANAGEMENT, STUDENT ENTRY

 

DIVISION 2: COMMUNICATION MANAGEMENT

This division focuses on strategic communication planning and execution of internal, external and integrated programs.

 

  • CATEGORY 7: INTERNAL COMMUNICATION
  • CATEGORY 8: EMPLOYEE ENGAGEMENT
  • CATEGORY 9: LEADERSHIP COMMUNICATION
  • CATEGORY 10: SAFETY COMMUNICATION
  • CATEGORY 11: HUMAN RESOURCES AND BENEFITS COMMUNICATION
  • CATEGORY 12: CHANGE COMMUNICATION
  • CATEGORY 13: GOVERNMENT RELATIONS
  • CATEGORY 14: COMMUNITY RELATIONS
  • CATEGORY 15: MEDIA RELATIONS
  • CATEGORY 16: CUSTOMER RELATIONS
  • CATEGORY 17: ADVERTISING CAMPAIGNS
  • CATEGORY 18: MARKETING COMMUNICATION
  • CATEGORY 19: CORPORATE SOCIAL RESPONSIBILITY
  • CATEGORY 20: ADVOCACY COMMUNICATION
  • CATEGORY 21: INTERNATIONAL COMMUNICATION
  • CATEGORY 22: ISSUES MANAGEMENT AND CRISIS COMMUNICATION
  • CATEGORY 23: GOVERNMENT COMMUNICATION PROGRAMS
  • CATEGORY 24: NONPROFIT CAMPAIGNS
  • CATEGORY 25: BRAND COMMUNICATION
  • CATEGORY 26: SOCIAL MEDIA PROGRAMS
  • CATEGORY 27: MULTI-AUDIENCE COMMUNICATION
  • CATEGORY 28: FINANCIAL COMMUNICATION
  • CATEGORY 29: COMMUNICATION MANAGEMENT, STUDENT ENTRY

 

DIVISION 3: COMMUNICATION TRAINING AND EDUCATION

 

This division recognizes the mentorship and education role of consultants and senior communicators in developing and delivering workshops, classes, seminars or training that educates an audience about any aspect of the communication profession. This division includes all communication disciplines and professional competencies.

 

  • CATEGORY 30: INTERNAL COMMUNICATION TRAINING
  • CATEGORY 31: EXTERNAL COMMUNICATION TRAINING
  • CATEGORY 32: INSTITUTIONAL COMMUNICATION TRAINING
  • CATEGORY 33: COMMUNICATION EDUCATION TOOLS
  • CATEGORY 34: COMMUNICATION TRAINING AND EDUCATION, STUDENT ENTRY

DIVISION 4: COMMUNICATION SKILLS

The communication skills division includes marketing and communication elements that showcase technical skills such as editing, writing, design and multimedia production. Entries in this division are generally tactical in nature. Entrants must demonstrate strategic alignment, the creative process and measurable results.

 

  • CATEGORY 35: DIGITAL COMMUNICATION VEHICLES
  • CATEGORY 36: DIGITAL COMMUNICATION CHANNELS
  • CATEGORY 37: AUDIO VISUAL
  • CATEGORY 38: PUBLICATIONS
  • CATEGORY 39: PUBLICATION DESIGN
  • CATEGORY 40: OTHER GRAPHIC DESIGN
  • CATEGORY 41: SPECIAL EVENTS – INTERNAL
  • CATEGORY 42: SPECIAL EVENTS – EXTERNAL
  • CATEGORY 43: PHOTOGRAPHY WITHIN A COMMUNICATION VEHICLE
  • CATEGORY 44: MARKETING, ADVERTISING AND SALES VEHICLES
  • CATEGORY 45: PUBLIC SERVICE ANNOUNCEMENTS
  • CATEGORY 46: WRITING
  • CATEGORY 47: COMMUNICATION SKILLS, STUDENT ENTRY

 

DIVISION 1: COMMUNICATION RESEARCH MANAGEMENT


CATEGORY 1: INTERNAL COMMUNICATION RESEARCH
Formative research during the initial stages of the strategic communication planning process that benchmarks employee or other internal stakeholder attitudes or opinions, and informs strategic direction for internal communication programs, projects and tactics.
May include primary and/or secondary research, focus groups, communication or culture audits, and communication benchmarks in employee engagement, leadership communication or research that leads to process or structural changes within the communication unit or broader organization


CATEGORY 2: INTERNAL COMMUNICATION MEASUREMENT (NEW)
Research that measures the impact of internal communication programs, strategies, vehicles or channels on audience groups and business needs

May measure the effectiveness of internal communication strategies, programs, channels or vehicles through communication dashboards, or through readership, viewership, knowledge, or benefits and compensation surveys

CATEGORY 3: EXTERNAL COMMUNICATION RESEARCH
Formative research during the initial stages of the strategic communication planning process that benchmarks external audience opinions or behaviours, profiles the marketplace or external communication environment in which the organization operates, aligns best practices against organizational needs, and informs strategic direction for external communication programs

May include audience analysis, competitive benchmarking, secondary research related to best practices, program or product test markets, and reputation or brand studies


CATEGORY 4: EXTERNAL COMMUNICATION MEASUREMENT

Research that measures the impact of external communication programs, strategies, vehicles and channels against audience and business needs, including print, broadcast, social media or other external marketing activities such as trade conferences, special events and charitable activities, either for a campaign or ongoing program that addresses business needs


CATEGORY 5: RESEARCH INNOVATION

Innovative research programs or tools that may combine research methodologies to overcome survey/research fatigue; engage hard-to-reach participants; demonstrate inspired uses of qualitative methods, sampling methods or question/questionnaire design; or other innovative ways of addressing the research purposes identified

May include formative internal and/or external research including but not limited to consumer, media, attitudinal or online research, or measure the impact of communication on business results in terms of cost, efficiencies, share price, brand value or sales

CATEGORY 6: COMMUNICATION RESEARCH MANAGEMENT, STUDENT ENTRY

Entries to any category in this division submitted by a student
DIVISION 2: COMMUNICATION MANAGEMENT


CATEGORY 7: INTERNAL COMMUNICATION
Programs or strategies targeted at employee or member audiences

Includes programs that create awareness and influence opinion or behavioural change, including those focused on ethics, morale, internal culture or change management

May involve improving employee understanding and alignment with business direction, improving face-to-face communication, preparing employees for change, integration of organizational cultures caused by an acquisition or downsizing, an internal brand ambassador program, or a program to inspire pride in the organization


CATEGORY 8: EMPLOYEE ENGAGEMENT
Local, regional, national or international programs or strategies that profile the role of strategic communication as a driver in improving employee engagement
Entries must focus on the communication elements of these programs, which could include contribution to program development and promotion through various communication vehicles and channels
May include employee recognition and employee volunteer programs, including programs that benefit charitable or philanthropic causes, or that recognize employees’ organizational contributions or achievements in the organization

 

CATEGORY 9: LEADERSHIP COMMUNICATION

Programs or strategies that help leaders become more effective communicators, improve the quality of leadership communication within an organization, or improve leader knowledge and ability to use communication as a business driver

Tactics may include tool kits with speaking notes, games or other tools that help leaders communicate a specific topic, and special publications with information and support for leadership communication


CATEGORY 10: SAFETY COMMUNICATION
Programs or strategies that focus on improving awareness, understanding and behaviors related to safety issues within an organization


CATEGORY 11: HUMAN RESOURCES AND BENEFITS COMMUNICATION
Programs or strategies targeted at internal audiences that relate to communication of health and welfare, savings and pension, stocks and compensation, or recruitment and retention initiatives

CATEGORY 12: CHANGE COMMUNICATION
Communication strategies that support organizational change
May be directed at internal or external audiences or both

 

CATEGORY 13: GOVERNMENT RELATIONS  
Short- or long-term programs that influence the opinion or actions of government bodies or agencies

May seek to create awareness, or influence attitudes and behaviors toward the organization or industry among decision-makers


CATEGORY 14: COMMUNITY RELATIONS
A one-time or ongoing program that enhances stakeholder understanding of issues affecting business operations within the community served
Seeks to build trust and credibility with stakeholder groups generally through consultation and other communication-based activities
Tactics and supporting strategies may include formal and informal meetings, town hall discussions, workshops, presentations, open houses, and electronic and printed material


CATEGORY 15: MEDIA RELATIONS
Strategies or ongoing programs that use the news media as the primary channel for reaching target audiences, and that seek to influence opinion or motivate action to support business needs
Should demonstrate quality of media coverage and its impact on the organization; quantity of media stories alone is not considered a valid measurement in this category

CATEGORY 16: CUSTOMER RELATIONS  
Strategies or ongoing programs targeted at customer audiences that educate, inform, engage or otherwise connect the organization and its employees to the customer
Programs may influence reputation, brand awareness and loyalty, and market position
May include relationship management, experience standards or appreciation programs, but must be focused on communication elements

 

CATEGORY 17: ADVERTISING CAMPAIGNS  
Strategic advertising campaigns designed to build brand awareness, influence opinion, motivate audience behaviors, or sell products and services
Generally short-term in nature and may use a variety of communication vehicles and channels such as radio and television commercials, newspaper and magazine ads, flyers, brochures, and the Internet, email, social media, outdoor, transit or mall advertising, posters, street teams, and guerilla marketing tactics


CATEGORY 18: MARKETING COMMUNICATION
Marketing is defined as the systematic planning, implementation and control of a variety of business activities intended to bring buyers and sellers together
May include various activities designed to sell products, services, destinations or ideas to external audiences, and is generally delivered through a variety of communication vehicles and channels
Broader than advertising campaigns, although advertising is often an element of a marketing program

 

CATEGORY 19: CORPORATE SOCIAL RESPONSIBILITY
Programs or strategies that communicate social responsibility and encourage positive actions while building awareness and reputation, and positioning the organization as a good corporate citizen
May be targeted to multiple audiences and influence share price and customer loyalty, retention and recruitment, operational efficiency and increased sales
Generally long-term and focused on enhancing the well-being of communities and populations through causes such as the environment, energy sustainability, food safety, economic stability, employment, poverty reduction, literacy, education and health, cultural preservation, and indigenous and heritage protection


CATEGORY 20: ADVOCACY COMMUNICATION  

Programs or campaigns that seek to influence the attitudes and opinions of audiences toward an issue, cause, point of view, or organization that in turn can sway government decisions or regulations
Generally long-term, these programs may use a variety of communication vehicles and channels designed to raise awareness, create buy-in and motivate change that positively impacts the organization or the issue


CATEGORY 21: INTERNATIONAL COMMUNICATION
Long- and short-term programs or strategies targeted at international audiences, including multinational consumers, international organizations, or global issues or trends
May include communication work under taken by multinational bodies to influence audience opinion and action


CATEGORY 22: ISSUES MANAGEMENT AND CRISIS COMMUNICATION
Programs targeted at external and/or internal audiences that address trends, issues and/or attitudes that have a significant impact on an organization such as labor relations, crises, mergers, acquisitions, public policy or environmental concerns

Programs may demonstrate proactive planning and preventative action during an extraordinary event, or show the actions taken to address trends, issues and interest group attitudes that have a major impact on an organization


CATEGORY 23: GOVERNMENT COMMUNICATION PROGRAMS  
Programs and strategies specific to government organizations at the municipal, state, provincial, regional, federal, national or international level
May be targeted to one or more audiences, and include internal, external or integrated communication strategies or programs

CATEGORY 24: NONPROFIT CAMPAIGNS  
Programs recognizing the particular challenges of the non-profit sector
May include multiple internal or external audiences
Promote non-profit organizations or causes
May be paid projects or pro-bono projects donated to the client by an organization, agency or consultancy; entries will generally have a small budget or none at all


CATEGORY 25: BRAND COMMUNICATION
Strategies for new brands and the repositioning of existing brands in relationship to internal and external audiences
Must demonstrate how research findings were used to inform the brand strategy, and discuss the strategic approach and results

 

May include brand characteristics and attributes, changes to corporate identities and design solutions that address the challenges of brand communication (must be more than a logo redesign)


CATEGORY 26: SOCIAL MEDIA PROGRAMS
Engages internal and external audiences in conversation through social media
Encompasses tools and practices that allow individuals and groups to collaborate and share
knowledge and experiences online

 

May use conversation-enabled publishing platforms such as blogs and podcasts, social networks such as LinkedIn and Facebook, democratized content networks such as wikis and message boards, microblogging sites such as Twitter, content-sharing sites such as YouTube and Flickr, and virtual networking platforms

CATEGORY 27: MULTI-AUDIENCE COMMUNICATION (REVISED)
Any strategy or program targeted at more than one internal and external audience
Programs align internal and external communication strategies, demonstrate the full range of communication skills, and showcase multiple areas of expertise such as media relations, employee communication, marketing, branding, crisis management, communication research and measurement, and other disciplines


CATEGORY 28: FINANCIAL COMMUNICATION
Entails strategies, tactics and tools used to share financial data and recommendations with investors and other interested parties
Includes investor relations functions that integrate finance, communication, marketing and securities laws compliance to enable effective two-way communication between a company, the financial community, and stakeholders


CATEGORY 29: COMMUNICATION MANAGEMENT, STUDENT ENTRY
Entries to any category in this division submitted by a student

DIVISION 3: COMMUNICATION TRAINING AND EDUCATION

 


CATEGORY 30: INTERNAL COMMUNICATION TRAINING
Training or educational programs delivered to an internal audience that help to improve their communication competencies
May include supervisor/manager/leader training in communication skills, presentation skills and employee ambassador development, in addition to media training, speaker’s bureau training, and other communication disciplines


CATEGORY 31: EXTERNAL COMMUNICATION TRAINING

Communication training delivered to an external audience that helps to improve knowledge and understanding of the broad range of communication disciplines and skills
May include presentations for conferences, university classes, seminars or workshops, as well as media and executive coaching


CATEGORY 32: INSTITUTIONAL COMMUNICATION TRAINING
Communication education developed as part of a curriculum and taught within educational institutions that help to improve the skills and expertise of students
May include strategic communication planning and related elements, and encompass the broad range of communication skills, disciplines and research


CATEGORY 33: COMMUNICATION EDUCATION TOOLS

Tools such as books, manuals, white papers, guides, workbooks, and other material that teach key competencies and help to position communication as a key business driver
May test, refine or expand communication practices, or critically review issues relevant to the profession


CATEGORY 34: COMMUNICATION TRAINING AND EDUCATION, STUDENT ENTRY
Entries to any category in this division submitted by a student

DIVISION 4: COMMUNICATION SKILLS

CATEGORY 35: DIGITAL COMMUNICATION VEHICLES  

Computer-based communication vehicles defined as the end product that are produced for internal or external audiences, and rely on a digital communication channel for delivery
May include electronic newsletters, electronic annual reports, special publications, CDs or DVDs, e-cards, banner ads buttons, pop-ups and similar material
Generally one-way communication that offers published content online


CATEGORY 36: DIGITAL COMMUNICATION CHANNELS
Electronic and interactive communication channels such as websites, intranets, online stores, blogs, podcasts, social networks such as websites, intranets, online stores, blogs, podcasts, social networks such as LinkedIn and Facebook, democratized content networks such as wikis and message boards, micro-blogging sites such as Twitter, content sharing sites such as YouTube and Flickr, and virtual networking platforms


CATEGORY 37: AUDIO VISUAL  
Communication vehicles produced using sound, images, video, film, slides, CDs or a combination of these elements
May include video, audio, PowerPoint or other presentations, and films
Does not include advertising commercials


CATEGORY 38: PUBLICATIONS  
Publications produced for internal or external audiences in all formats, except electronic
May include magazines, newspapers, newsletters or tabloids, annual reports, books, special publications and similar material


CATEGORY 39: PUBLICATION DESIGN
Design of internal or external publications in all formats, including electronic
May include magazines, newspapers, newsletters or tabloids, annual reports, books, special
publications, brochures and other advertising material, e-newsletters and similar material


CATEGORY 40: OTHER GRAPHIC DESIGN  
Communication projects where design is central to the effectiveness of the vehicle
May include cartoons, drawings, paintings, collages, montages, posters, displays, bulletin boards, mobiles, Work may appear in book and magazine covers, posters, organizational identity (logo), product labels and packaging, direct marketing, 3-D materials and illustrations


CATEGORY 41: SPECIAL EVENTS – INTERNAL
Planning and execution of a special event for an internal audience

May include employee appreciation events, or events that mark a significant occasion such as an anniversary, internal conference or meeting, or a celebration or special retirement


CATEGORY 42: SPECIAL EVENTS – EXTERNAL  
Planning and execution of a special event for an external audience

Examples include conferences, workshops, anniversaries, official openings, product launches, road shows and customer events


CATEGORY 43: PHOTOGRAPHY WITHIN A COMMUNICATION VEHICLE (REVISED)
Original photographs created or commissioned for a communication project that demonstrates strategic use of images to tell a story or connect with the audience in a meaningful way; this includes single or multiple use of photos


CATEGORY 44: MARKETING, ADVERTISING AND SALES VEHICLES  

 

This category involves the creative concept, writing and production of marketing, advertising and sales vehicles where the emphasis is on the growth of sales through increased customer and consumer awareness

Includes:

  • Traditional radio, television, newspapers and magazine print ads (single or series), and advertorials
  • Outdoor advertising including, but not limited to, billboards, murals and public sculpture, posters, wrapped buildings, cars and buses, decorations, neon signs, awnings and street furniture
  • Indoor advertising including pillar ads, garbage can ads, mall displays poster advertising and airport advertising, indoor billboards and similar vehicles
  • Online and interactive promotions and activities including banner ads, website ads, advertising on social media sites such as Facebook and YouTube, and other uses of the Internet to reach audiences

 

Sales tools such as product information sheets, direct mail, promotional kits and specialty items

CATEGORY 45: PUBLIC SERVICE ANNOUNCEMENTS  

Video or audio productions or one minute or less distributed to television or radio stations as unpaid public service announcements

Print ads distributed to newspapers and/or magazines as unpaid public service announcements


CATEGORY 46: WRITING  

This category includes writing in traditional and electronic formats:


Journalism:

Material written in a journalistic style, either by a corporate communicator or a journalist, in which the news media is the primary communication channel

May include, but not limited to editorials, interpretive/expository articles, news releases and feature stories


Corporate writing:

Material written primarily for use by an organization to inform or educate employees or external stakeholders

May include recurring features or columns, magazines, newsletters, internal or special publications, stand-alone features, speeches and presentations, executive correspondence, scripts for corporate use, writing for the intranet, internal publications, technical writing, and annual and special reports


Promotional writing:

Material written to persuade customers, consumers, employees or stakeholders to adopt a point of view, or to purchase goods or services

May include commercials, advertising, marketing or sales promotion material, advertorials and writing for the Web


Non-profit writing:

Material written to promote non-profit organizations, including IABC regional and chapter events


Writing – Special projects:

Books (fiction and nonfiction), educational material, scripts for theatrical use, and other writing projects not covered above


CATEGORY 47: COMMUNICATION SKILLS, STUDENT ENTRY
Entries to any category in this division submitted by a student

2015 IABC Ottawa Excel Awards

Communication Management Divisions Work Plan

Entrant: Division/Category:
Organization: Time period:
Entry title: Entrant’s role:
Your team members (if applicable):
Project description:

 

 

  • THE BUSINESS NEED OR OPPORTUNITY

 

 

  • STAKEHOLDER ANALYSIS

 

 

  • GOALS AND OBJECTIVES

 

 

  • THE SOLUTION OVERVIEW

 

 

  • IMPLEMENTATION AND CHALLENGES

 

 

  • MEASUREMENT AND EVALUATION

 

2015 IABC OTTAWA Excel Awards

Communication Skills Division Abbreviated Work Plan

 

Entrant: Division/Category:
Organization: Time period:
Entry title: Entrant’s role:
Your team members (if applicable):
Project description:

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

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