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2021 Gold Circle Awards

Category Descriptions & Criteria

 

Advocacy

Recognizes an outstanding legislative, regulatory, PAC or grassroots advocacy campaign. Campaign elements may include targeted communications to lawmakers, including advocacy day, 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.

 

Project Goals/Objectives:

Are goals and objectives clearly stated, well thought out and outcomes measurable?

 

Strategies/Tactics:

Is there a clear and well-articulated strategy? Do the tactics support the stated strategy and were they well executed across channels?

Is the content compelling, does it convey the right tone and message and is it appropriate for the targeted audience?

 

Success Metrics/Results Achieved:

Did the campaign meet the success metrics?

Convention/Meetings Marketing

Recognizes an outstanding campaign designed to promote an association convention/meeting. Campaign elements may include web pages/micro-sites, print and digital promotional pieces, social media, video, apps and other supporting materials.

Success metrics may include attendance statistics, conference exhibitor participation, conference sponsorship levels, attendee engagement, etc.

Project Goals/Objectives:

Are goals and objectives clearly stated, well thought out and outcomes measurable?

 

Strategies/Tactics:

Is there a clear and well-articulated strategy? Do the tactics support the stated strategy and were they well executed across channels?

Is the content compelling, does it convey the right tone and message and is it appropriate for the targeted audience(s)? Is the graphic design effective and does is support the overall strategy? Do the tactics support the stated strategy and were they well executed across channels?

Success Metrics/Results Achieved:

Did the campaign meet the success metrics?

 

Digital Content

Recognizes an outstanding digital product targeted at the public, the association membership or other stakeholder group(s). This category includes mobile apps, blogs, podcasts, or social media created by the association. It does not include websites, videos, e-magazines, or e-newsletters, which have their own separate categories. Digital content must have been active during the 2020 calendar year. Success metrics include analytics measured against stated goals, evidence of member and stakeholder engagement, measured results for a call to action, etc.

Project Goals/Objectives:

Are goals and objectives clearly stated, well thought out and outcomes measurable?

 

Strategies/Tactics:

Is there a clear and well-articulated strategy? Do the tactics support the stated strategy and were they well executed across channels?

Is the content compelling, does it convey the right tone and message and is it appropriate for the targeted audience(s)? Is the graphic design effective and does is support the overall strategy?

Success Metrics/Results Achieved:

Did the product meet the success metrics?

 

E-Magazine

Recognizes an outstanding e-magazine designed to provide valuable information to members, prospective members and staff. Success metrics may include readership tracking, delivery, open, and clickthrough rates, readership surveys, social media engagement or impressions, reader responses, etc.

Project Goals/Objectives:

Are goals and objectives clearly stated, well thought out and outcomes measurable?

 

Strategies/Tactics:

Is there a clear and well-articulated strategy? Do the tactics support the stated strategy and were they well executed across channels?

Is the content compelling, does it convey the right tone and message and is it appropriate for the targeted audience(s)? Is the graphic design effective and does is support the overall strategy? (Effective use of digital elements such as video, photography, animation, etc.?)

Success Metrics/Results Achieved:

Did the E-Magazine meet the success metrics?

 

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 targeted the editorial content, open rates, and click-throughs, and social media reach/impressions.

Project Goals/Objectives:

Are goals and objectives clearly stated, well thought out and outcomes measurable?

 

Strategies/Tactics:

Is there a clear and well-articulated strategy? Do the tactics support the stated strategy and were they well executed across channels?

Is the content compelling, does it convey the right tone and message and is it appropriate for the targeted audience(s)? Is the graphic design effective and does is support the overall strategy?

Success Metrics/Results Achieved:

Did the E-Newsletter meet the success metrics?

Media/Public Relations

       Recognizes an outstanding overall media/public relations campaign designed around the association or one of its initiatives, programs, products/services, or special events. Campaign could also be designed to promote the association’s profession/industry or be crisis communications outreach. This campaign should not include conference or advocacy efforts. 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 engagement components and other supporting materials. Success metrics may include engagement, quality, quantity and reach/impressions of resulting media coverage.

Project Goals/Objectives:

Are goals and objectives clearly stated, well thought out and outcomes measurable?

 

Strategies/Tactics:

Is there a clear and well-articulated strategy? Do the tactics support the stated strategy and were they well executed across channels?

Is the content compelling, does it convey the right tone and message and is it appropriate for the targeted audience(s)? Is the graphic design effective and does is support the overall strategy?

Success Metrics/Results Achieved:

Did the campaign meet the success metrics?

 

Member Retention

       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, print and digital pieces, social media, telemarketing, texting, video, apps and other supporting materials. Success metrics may include the retention rate percentage,first year retention rate, number of members retained, engagement metrics and revenue results compared to goals.

Project Goals/Objectives:

Are goals and objectives clearly stated, well thought out and outcomes measurable?

 

Strategies/Tactics:

Is there a clear and well-articulated strategy? Do the tactics support the stated strategy and were they well executed across channels?

Is the content compelling, does it convey the right tone and message and is it appropriate for the targeted audience(s)? Is the graphic design effective and does is support the overall strategy?

Success Metrics/Results Achieved:

Did the campaign meet the success metrics?

 

Membership Recruitment

Recognizes an outstanding membership recruitment campaign designed to encourage organizations and/or individuals to join the association as a member or increasing a specific segment/demographic (in the spirit of diversity and inclusion). Campaign elements may include web pages/micro-sites, print and digital promotion pieces, 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.

Project Goals/Objectives:

Are goals and objectives clearly stated, well thought out and outcomes measurable?

 

Strategies/Tactics:

Is there a clear and well-articulated strategy? Do the tactics support the stated strategy and were they well executed across channels?

Is the content compelling, does it convey the right tone and message and is it appropriate for the targeted audience(s)? Is the graphic design effective and does is support the overall strategy?

Success Metrics/Results Achieved:

Did the campaign meet the success metrics?

 

Member/Volunteer Engagement

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, training, special projects, online discussion forums, social media, blogs, and other programs. Success metrics may include the increase (by percentage or numbers) in members participating in activities, level of participation, engagement scores and demonstrated results in improved member programs and/or association visibility.

Project Goals/Objectives:

Are goals and objectives clearly stated, well thought out and outcomes measurable?

 

Strategies/Tactics:

Is there a clear and well-articulated strategy? Do the tactics support the stated strategy and were they well executed across channels?

Is the content compelling, does it convey the right tone and message and is it appropriate for the targeted audience(s)? Is the graphic design effective and does is support the overall strategy?

Success Metrics/Results Achieved:

Did the campaign meet the success metrics?

 

New Product/Service Launch

Recognizes an outstanding new product/service launch campaign or substantial repositioning of an existing product/service (ie: repackaging or bundling). Campaign elements may include web pages/micro-sites, print and digital promotion pieces, social media, video, apps and other supporting materials. Success metrics may include revenue as a result of the product/service, ROI, proof of member engagement with the product/service and the product’s effect on member recruitment/retention.

Project Goals/Objectives:

Are goals and objectives clearly stated, well thought out and outcomes measurable?

 

Strategies/Tactics:

Is there a clear and well-articulated strategy? Do the tactics support the stated strategy and were they well executed across channels?

Is the content compelling, does it convey the right tone and message and is it appropriate for the targeted audience(s)? Is the graphic design effective and does is support the overall strategy?

Success Metrics/Results Achieved:

Did the campaign meet the success metrics?

 

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.

Project Goals/Objectives:

Are goals and objectives clearly stated, well thought out and outcomes measurable?

 

Strategies/Tactics:

Is there a clear and well-articulated strategy? Do the tactics support the stated strategy and were they well executed across channels?

Is the content compelling, does it convey the right tone and message and is it appropriate for the targeted audience(s)? Is the graphic design effective and does is support the overall strategy? (Is there creative use of design and narrative elements such as cover, headlines, subheads, charts, graphs and visuals.)

Success Metrics/Results Achieved:

Did the print magazine meet the success metrics?

 

Rebranding

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, print and digital promotion pieces, social media, video, apps and other supporting materials. Success metrics may include increases in membership recruitment, retention or engagement; revenue; industry visibility, etc.

Project Goals/Objectives:

Are goals and objectives clearly stated, well thought out and outcomes measurable?

 

Strategies/Tactics:

Is there a clear and well-articulated strategy? Do the tactics support the stated strategy and were they well executed across channels?

Is the content compelling, does it convey the right tone and message and is it appropriate for the targeted audience(s)? Is the graphic design effective and does is support the overall strategy?

Success Metrics/Results Achieved:

Did the rebranding meet the success metrics?

 

Sponsorship/Exhibits/Advertising Promotion

Recognizes an outstanding program or campaign designed to generate non-dues revenue through sponsorship programs, exhibits, and/or advertising. These can include integrated campaigns covering these areas or campaigns designed for one of these areas. Campaign elements may include prospectus pieces, media kits, web pages/micro-sites, print and digital promotion pieces, creation of new assets or packages, social media, video, apps and other supporting materials. Success metrics may include percentage increases in the number of companies engaging in these programs, number of new companies engaged, and increases in revenue.

Project Goals/Objectives:

Are goals and objectives clearly stated, well thought out and outcomes measurable?

 

Strategies/Tactics:

Is there a clear and well-articulated strategy? Do the tactics support the stated strategy and were they well executed across channels?

Is the content compelling, does it convey the right tone and message and is it appropriate for the targeted audience(s)? Is the graphic design effective and does is support the overall strategy?

Success Metrics/Results Achieved:

Did the campaign meet the success metrics?

 

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 less than 5 minutes in length. Success metrics include viewership analytics, social media reach, member engagement, etc.

Project Goals/Objectives:

Are goals and objectives clearly stated, well thought out and outcomes measurable?

 

Strategies/Tactics:

Is there a clear and well-articulated strategy? Do the tactics support the stated strategy and were they well executed across channels?

Is the content compelling, does it convey the right tone and message and is it appropriate for the targeted audience(s)? Is the graphic design effective and does is support the overall strategy? (Does the editing have smooth transitions; is the audio clear, concise and the volume appropriate; was the length of the video appropriate for the message; are the graphics of high quality?)

Success Metrics/Results Achieved:

Did the video meet the success metrics?

 

Website

Recognizes an outstanding association/nonprofit organization’s website targeted at the public, the association membership or other stakeholder group(s). This category includes association general websites, issue-specific sites, public education/campaign sites, event sites, policy related sites or any other website created by the association. Websites must have been active during the 2020 calendar year. Success metrics include site analytics measured against stated goals, evidence of member and stakeholder engagement, measured results for a call to action, etc.

Project Goals/Objectives:

Are goals and objectives clearly stated, well thought out and outcomes measurable?

 

Strategies/Tactics:

Is there a clear and well-articulated strategy? Do the tactics support the stated strategy and were they well executed across channels?

Is the content compelling, does it convey the right tone and message and is it appropriate for the targeted audience(s)? Is the graphic design effective and does is support the overall strategy? (Is it optimized for mobile, and is it easy to navigate?)

Success Metrics/Results Achieved:

Did the website meet the success metrics?