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CATEGORIES

Gold Circle Awards (GCA) recognizes truly extraordinary association programs in the Marketing, Membership and  Communications fields. GCA recognitions are awarded only once annually, which also includes the Gold Circle Award for Overall Excellence.

1.  Advocacy Campaign*

     Recognizes an outstanding legislative, regulatory, PAC or grassroots advocacy campaign. Campaign elements may include targeted communications to lawmakers and relevant influencers, content marketing, media advisories, op-eds., press releases, pitch letters/emails, bytes and b-roll packages, VNRs, satellite media tours, fact sheets, backgrounders, position statements, social media and other supporting materials. Success metrics may include quality, quantity and reach of resulting media coverage, evidence of legislative action/support, increased PAC donations, etc.

  

2.  Convention/Meetings Marketing Campaign

      Recognizes an outstanding overall campaign designed to promote an association's convention/meeting. Campaign elements may include web pages/micro-sites, printed material, electronaical material, social media, video, apps and other supporting materials. Success metrics may include attendance statistics, exhibitor participation, sponsorship levels, attendee engagement, etc.

 

3.    E-Magazine 

      Recognizes an outstanding e-magazine designed to provide valuable information to members, prospective members and staff. Success metrics may include readership tracking, readership surveys, sharing of articles in social media, reader responses, etc.

 

4.    E-Newsletter

      Recognizes an outstanding e-newsletter designed to provide valuable information to members, prospective members and staff. Success metrics may include evidence of the relevancy/effectiveness of the editorial content, open rates, and click-throughs.

 

5.    Media/Public Relations Campaign*

      Recognizes an outstanding overall media/public relations/advocacy campaign designed around the assocaition or one of its initiatives, programs, prodcuts/services, special events. Campaign could also be designed to promote the association's profession/industry or be crisis communications outreach. Campaign elements may include media advisories, press releases, content marketing, pitch letters/emails, bytes and b-roll packages, op-eds, VNRs, satellite media tours, fact sheets, backgrounders, position statements, social media and other supporting materials. Success metrics may include quality and reach/impressions of resulting media coverage. 

 

6.    Member Retention Campaign

      Recognizes an outstanding membership retention campaign designed to retain individuals and/or organizations as members of the association. Campaign elements may include web pages/micro-sites, printed material, electionc material, social media, video, apps and other supporting materials. Success metrics may include the retention rate percentage, number of members retained, and revenue results compared to goals.

 

7.  Membership Dues/Restructuring Campaign*

         Recognizes an outstanding campaign designed to explain and promote restructured membership categories and/or dues. Campaign elements may include web pages/micro-sites, printed material, electronic material, social media, video, apps and other supporting materials. Success metrics may include the retention rate percentage, number of members retained, the effect on member recruitment and revenue results compared to goals as well as evidence of the overall understanding and acceptance of the new structure.

 

8.  Membership Recruitment Campaign

      Recognizes an outstanding membership recruitment campaign designed to encourage organizations and/or individuals to join the association as a member. Campaign elements may include web pages/micro-sites, printed material, electronic material, social media, video, apps and other supporting materials. Success metrics may include the percentage of membership growth, number of new members recruited and new revenue resulting from new members, all compared to campaign goals.

 

9.  Member/Volunteer/Engagement Campaign*

          Recognizes an outstanding campaign designed to encourage members, volunteer leaders and the industry to engage and participate with the association. Engagement activities can include member participation in committees, special projects, online discussion forums, social media, membership recruitment campaigns, and other programs. Success metrics may include the increase (by percentage or numbers) in members participating in activities, level of participation, and demonstrated results in improved member programs and/or association visibility.

 

10.  New Product/Service Launch Campaign

      Recognizes an outstanding new product/service launch campaign. Campaign elements may include web pages/micro-sites, printed material, electronic material, social media, video, apps, and other supproting materials. Success metrics may include revenue as a result og the product/service, proof of member engagement with the product/service and the product's effect on member recruitment/retention.
 

11.    Print Magazine

      Recognizes an outstanding print magazine produced by an association for its members. It must be published at least two times a year. Entries must include two consecutive issues in the original format intended for readers. Success metrics may include readership surveys, reader responses, increased advertising revenue, etc. --all compared to stated goals.

 

12.  Rebranding Campaign

      Recognizes the best rebranding campaign. Far from just a visual identity change, it should be the creation of a new name, symbol, design or a combination of these elements. This is aimed to reposition the brand to communicate a new message for the association. Campaign elements may include web pages/micro-sites, printed material, electronic material, social media, video, apps and other supporting materials. Success metrics may include increases in membership recruitment, retention or engagement, revenue, industry visibility, etc.

 

13. Sponsorship/Exhibits/Advertising Campaign*

      Recognizes an outstanding campaign designed to generate non-dues revenue through sponsorships, exhibits, and/or advertising. These can include integrated campaigns covering these areas or campaigns designed for one of these areas. Campaign elements may include web pages/micro-sites, printed material, electronic material, social media, video, apps and other supporting materials. Success metrics may include percentage increase in the number of companies engaging in these programs, number of new companies engaged and increase in revenue-- all compared to campaign goals.

 

14.  Video 

      Recognizes an outstanding original promotional or informative video produced by an association. Video recordings of live events, such as sessions at association meetings, are not appropriate for this category. Entries should be in the range of 1-5 minutes in length, though shorter or longer entries will certainly be considered. Success metrics include viewership analytics, social media reach, member engagement, etc.

 

15.  Website/App*

      Recognizes an outstanding association/nonprofit organizaton's overall website/mobile app targeted at the public, the association's membership or other stakeholder group(s). This category includes associations' general websites, issue-specific sites, public education/campaign sites, events, policy related sites or any other website/mobile app created by the association for a specific purpose. Websites must have been active during the 2017 calendar year. Success metrics include site analytics measured against stated goals, evidence of member recruitment/retention/engagement, measured results for a call to action, etc.

 

*Indicates new or updated categories.