categories
The goal of the Canadian Marketing Awards is to recognize the top marketers in the country for excellence in marketing, whatever the discipline, whatever the sector.
Of course, a marketing campaign can't start without a strategy. It can't be done without great creative. And it can't succeed without great results.
This is why the judging process will be based equally on STRATEGY, CREATIVE and RESULTS. A great strategy drives impactful creative. Impactful creative drives great results. And great results - sales, click-through rates, perception changes, behavior changes - are proof that the objectives as set out in the strategy were met or, even better, surpassed.
Our belief: the more equitably the work is judged, the more meaningful the awards will be to the winners and to the entire Canadian marketing community.
Awards are entered into a specific category within a discipline. For example, you can enter in Digital: Automotive or Promotion: Pharmaceutical. For the Integrated Discipline, you must enter your campaign in three separate disciplines, showing proven results in each, before it can be considered.
The following disciplines will be judged in the new process:
Digital Interactive
Digital Interactive uses digital media to create a variety of user experiences that promote a brand and influence specific behaviours and outcomes.
Digital Interactive employs a number of different digital channels (e.g. websites, social media, user-generated content, viral media, banner advertising, micro/promo sites) to engage with individuals at the time and place when they most likely want to absorb and act on a marketing message, often immediately.
Direct 1:1
Direct 1:1 engages directly with a qualified target, usually with a specific call-to-action, benchmarked by measurable results.
Direct 1:1 strategies include acquisition, activation, retention, loyalty, cross-sell and data compilation. Media can take the form of direct mail, email, SMS and DRTV. This tactic often employs database marketing, using techniques that include segmentation analytics, propensity, purchase models and more. Success is measured through ROI, response, conversion, a lifetime value equation, sales lift analysis, etc.
Promotion
Promotion creates immediate impressions, activities and incentives that support the consideration (trial), attention and sales of a product, service or brand offering.
Promotion employs a number of communication channels that include partner tie-ins, sweepstakes or contests, experiences, online engagements, retail activity (e.g. displays or sampling), sponsorship, word-of-mouth and other tactics in ways that build sales as well as brand equity with customers, clients and stakeholders. Success is most frequently measured by lift in sales, traffic, number of sweepstakes entries or other levels of engagement.
Advertising
Advertising generates or maintains awareness, influences attitude, changes behaviour, or creates trial and traffic for a brand to a specific audience.
Advertising employs a range of mass media including television, radio, out-of-home, and print. Success is determined by the number of impressions measured against the change in brand perception or sales.
Integrated
Integrated uses a combination of at least three disciplines (e.g. advertising, direct 1:1, promotions, digital, interactive, public relations) built around a big creative idea, orchestrated to drive significant results.
An Integrated marketing campaign is a multi-disciplinary, concerted effort that shows the whole is greater than the sum of its parts. It must be developed in Canada and executed within the past twelve months. The campaign is not required to have run in Canada.
Please note, in order to be entered in the Integrated category, the campaign must first be entered in three separate disciplines, showing proven results in each.
Public Relations (PR)
Public Relations manages the flow of information between an organization and its stakeholders, whether they are clients, consumers or employees, the goal of which is to deliver a specific message in order to influence opinion.
PR provides an organization with exposure to its audiences using topics of public interest and news items, usually through the press. Common tactics include press releases, media relations, crisis management, events, conference speaking and employee communication.
Media Innovation
The selection and scheduling of any type of communication vehicle, the goal of which is to meet the objectives as set out in a campaign strategy in a unique way.
Media Innovation is driven by a core audience insight or campaign idea that helps determine the optimal mix of communication vehicles, from television to online to radio to magazines to transit to billboards to wild postings. Success is measured by the use of these vehicles in new and innovative ways.
Submission Deadline
Thursday, July 16, 2009 at 05:00 pm EST.
If you have any questions regarding the Awards Application Process, please contact Amanda DiQuattro, Tradeshow and Special Events Coordinator by telephone at 416-645-3280 or email adiquattro@the-cma.org