Communications Expo 2017 Entry Guidelines and Voting Criteria

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1 Communications Expo 2017 Entry Guidelines and Voting Overview The Communications Expo is an opportunity for all GLR Network communities to share their most effective and innovative communications assets used to tell the GLR Story. At the 2017 All-America City Awards, GLR communities will showcase and receive recognition for their best GLR communications assets. This peer-sharing opportunity will serve as a catalyst for further collaboration among GLR communities and inspiration for continued development of innovative communications tools that engage champions for grade-level reading. How It Works To participate in the expo, GLR communities must submit their communications assets via an online contest platform. Each community can submit one entry per category. Entry guidelines will be given for each asset category. Communications Asset Categories Awareness Campaign Media Partnership Media Story Website Social Media Print Collateral Photo Video Event The contest portion of the expo is divided into two phases. Phase One: All submissions will be evaluated by the GLR Communications Advisory Council, a panel of experts that provide support to the GLR Campaign across a variety of communications areas. The Advisory Council will use a scorecard to review submissions in each asset category and designate up to 10 finalists per category. Phase Two: A gallery of the finalists submissions will be posted online for community voting. Three honorees for each category will be determined by the number of votes received from GLR communities through online voting. For multiple submissions in an asset category receiving the same number of votes, the Advisory Council will evaluate the submission and select the honoree.

2 GLR Communications Expo Advisory Council Members: 1. Ernestine Benedict, Chief Communications Officer, GLR Campaign 2. Kris Coffey, Editor, Shagas Design 3. Catherine Cooney, Communications Manager, Attendance Works 4. Laura Johnson, VP of Communications, NSLA 5. Phyllis Jordan, Senior Communications Consultant 6. Joy N. Moore, Events Consultant 7. Joy T. Moore, Senior Communications Consultant 8. Kathryn Shagas, Principal, Shagas Design 9. Rebecca Wheeler, Production Artist, Shagas Design Technical Support: Roxanne Joffe, CEO, Magnify Good Adam Schwartz, Communications Program Assistant, GLR Campaign GLR communities with submissions receiving the highest number of votes will be invited to showcase their communications assets at the AAC gathering. Communications Expo displays will be set up in an exhibit hall near the main plenary session room. GLR Excellence in Communications awards will be given at the AAC gathering to the communities representing the three best assets in each category. All GLR communities participating in the Communications Expo will be invited to share and discuss their communications assets during the communications roundtable session at the AAC gathering Timeline The Expo timeline is aligned with key dates and activities associated with the self-assessment and AAC Awards nomination process leading up the AAC Awards. April 3 April 7 May 5 May 8-12 May 15 May 25 May 26 June 15 Communications Expo Kickoff GLR Communities give feedback on entry guidelines and selection criteria Online portal opens - First day to submit Communications Expo entries Final day to submit Communications Expo entries GLR Communications Advisory Council selects finalists Finalists announced and community voting begins Communications Expo online voting ends Honorees notified and begin preparing to participate in the Communications Expo exhibit at AAC gathering GLR Excellence in Communications awards announced at AAC

3 Finalist Selection Entry Guidelines & Communication Expo Rubric Scoring 1 = Does not meet criteria 2 = Meets criteria and demonstrates good execution 3 = Meets all criteria and demonstrates highest excellence Awareness Campaign Campaign Name: Campaign Dates: *If the campaign is currently running indicate start date-present Campaign Summary: Provide an overview of the campaign clearly detailing the problem/opportunity being addressed, campaign objectives, target audience, research, messaging/call to action, strategy/tactics and measures of success Unique/Innovative: Describe what elements of this campaign are advanced, distinctive and/or involved Challenges: Were there any challenges that you would lift up as key learnings to share with other GLR Campaign communities? Evaluation of Success/Effectiveness/Impact: What results do you have to date that demonstrate the achievement of or that you re on track to achieve the awareness campaign s objectives? Budget: What was the budget for this campaign? You can provide an approximate budget amount for the entire campaign or budget by campaign component. You do not need to provide exact amounts. How were funds raised to support the campaign? File Upload: PDF of sample campaign materials that provides an overall sense of the campaign. Also upload the campaign strategy document(s), if available. You can supplement your entry by uploading pictures, video and audio. Up to three files total. Defining problem/opportunity: Specific problem or opportunity addressed by the awareness campaign. Why this project was initiated and the strategic importance to GLR. Research: Effective use of research in providing materials for the awareness campaign and further indicate if primary or secondary research was used to define the problem or opportunity and to determine approaches likely to achieve the awareness campaign s objectives. Strategy and Tactics: The core elements of the campaign are well-aligned with objectives of the campaign. Unique/Innovative: Elements of the campaign are advanced, distinctive and/or involved highly

4 Evaluation of Success/Effectiveness/Impact Results demonstrate the achievement of or that campaign is on track to achieve the partnership objectives. Media Partnership Partnering Organization(s) Name: Date partnership was formed: Partnership Summary: Provide an overview of the partnership clearly detailing partnership objectives, how partnership developed, core elements of the partnership, and measures of success. (1,000 words max.) Unique/Innovative: Describe what elements of this partnership are advanced, distinctive and/or involved Challenges: Were there any challenges that you would lift up as key learnings to share with other GLR Campaign communities? Evaluation of Success/Effectiveness/Impact: What results do you have to date that demonstrate the achievement of or that you re on track to achieve the partnership objectives? Upload: PDF of sample partnership materials that provides an overall sense of the partnership Budget: You can provide an approximate budget amount for the entire partnership or components of the partnership. You do not need to provide exact amounts. Strategy: Partnership is well-aligned with GLR Campaign objectives and strategically leverages the strengths of the partnering organizations. Execution: The core elements of the partnership are well- aligned with the achieving the defined objectives. Evaluation of Success/Effectiveness/Impact Results demonstrate the achievement of or that campaign is on track to achieve the partnership objectives. Unique/Innovative: Elements of the partnership are advanced, distinctive and/or involved

5 Media Story Article Name: Media Outlet: Article Date: Unique/Innovative: Describe what elements of the article are advanced, distinctive and/or involved Results: Describe how this media story was effective? If appropriate/available, include number of media hits, estimated reach, estimated value, positive comments, etc. Evaluation of Success/Effectiveness/Impact Describe how this media story was effective? If appropriate/available, include number of media hits, estimated reach, estimated value, positive comments, etc. Upload: PDF of the media story or provide Link: to story if available online Strategy: Media story is well-aligned with GLR Campaign objectives and inspires audiences to take action such as learn more, get involved, etc., on behalf of the movement. Unique/Innovative: Elements of the story are advanced, distinctive and/or involved highly Evaluation of Success/Effectiveness/Impact: Results demonstrate the article reached the intended audience and had some measurable impact in support of GLR Campaign.

6 Website *Entry can include entire website, or a portion of a website such as a blog, directory or resource database. Launch Date: Agency/Designer Name (if developed by an external vendor): Site Summary: Describe the purpose of the site, is it a refresh or new, intended audience(s) and the overall process for designing the site. Unique/Innovative: Describe what elements of the site that are advanced, distinctive and/or involved Evaluation of Success/Effectiveness/Impact: How do you measure the effectiveness of your site (e.g., (page views, user surveys, etc.)? Budget: You can provide an approximate budget amount for the entire website or sections of the site. You do not need to provide exact amounts. Link: Website URL Design/Layout: The site s use of color, space, graphics and layout relays a consistent theme and offer visitors a sense of comfort and ease-of-use. Freshness of Content: Content is presented in an appealing and engaging way and shows clear relevance. The site is well-written and marked by attention to detail and minimal grammatical and spelling errors. Feature Functionality/Ease of Use: Code, scripts, forms and links work individually and work together in harmony. Ease of locating information. Usability: The design assists the user in finding key information and accomplishing intended tasks. Clearly defined links, and a lack of clutter and gratuitous animation/graphics. Mobile Responsiveness and Standards Compliance: The site renders seamlessly on tablet and mobile devices with easy navigation. The site has validated markup and can be indexed easily by search engines. Unique/Innovative: Elements of the site that are advanced, distinctive and/or required highly

7 Evaluation of Success/Effectiveness/Impact: Results demonstrate the site reaches the intended audience and has some measurable impact in support of GLR Campaign. Social Media * Entry can include either a specific social media content feature, content series or entire social media channel Twitter chat, Facebook Live, etc. Launch/Post Date: Agency/Designer Name (if developed by an external vendor): Strategy and Execution: Describe the purpose and intended audience for the content, how the content was developed, and methods used for engagement. Unique/Innovative: Describe what elements of the content are advanced, distinctive and/or involved Engagement/Effectiveness: How effective has the asset been in reaching and engaging the intended audience Budget: You can provide an approximate budget amount for your social media. You do not need to provide exact amounts Link: Website URL Strategy and Execution: Strategy is well-aligned with GLR Campaign objectives and execution is rooted in social media best practices to optimize visibility and engagement. Unique/Innovative: Elements of the content are advanced, distinctive and/or involved highly Evaluation of Success/Effectiveness/Impact: Results demonstrate the social media reaches the intended audience and has some measurable impact in support of GLR Campaign.

8 Print Collateral * Entry can include any type of printed materials (e.g., brochure, one-pager, postcard, banner, report, infographic, etc.) Print Date: Agency/Designer Name (if developed by an external vendor): Strategy and Execution: Describe the purpose, editorial objectives and intended audience for the print collateral and how the content was developed and distributed. Unique/Innovative: Describe what elements of the print collateral are advanced, distinctive and/or involved Engagement/Effectiveness: How effective has the asset been in reaching and engaging the intended audience? Budget: What was the budget for this print collateral? You can provide an approximate budget amount. Upload: PDF of print collateral Editorial Objectives: Well-aligned with GLR Campaign objectives and the needs of the intended audience Design and typeface: Quality execution of logo, headlines, text type, Design unity, layout, readability, cover Writing and Editing: Language, composition, headlines, text Photography and Art: Composition and content, technical quality Unique/Innovative: Elements of the print collateral are advanced, distinctive and/or involved highly Evaluation of Success/Effectiveness/Impact: Results demonstrate the print collateral is effective in reaching and engaging the intended audience.

9 Photo * Entry must be a photo that you or your organization have full rights to share. Shoot/Event Date: Photographer Name: Caption: Provide a brief caption that captures the essence of the photo Description: Tell us about the context in which this photo was taken (photo shoot, event, etc.) How have you used this photo in support of your GLR Campaign work? Engagement/Effectiveness: How effective has the asset been in reaching and engaging the intended audience? Unique/Innovative: Describe what elements of the photo are advanced, distinctive and/or involved Upload: JPEG, TIFF or PNG Composition: Subject matter pictured is well-placed and connects with the viewer. Overall style. Content: The emotion, message and information conveyed in the photo are engaging and wellaligned with the GLR Campaign. Technical Quality: Exposure, focus, sharpness, depth of field, color, contrast lighting Unique/Innovative: Elements of the photo are advanced, distinctive and/or involved highly

10 Video * Entry must be a video that you or your organization have full rights to share. Shoot/Event Date: Videographer Name: Description: What is the purpose of the video? Who is the intended audience? What is it you want the audience to think, do or feel after watching the video? How have you used this video in support of your GLR Campaign work? Engagement/Effectiveness: How effective has the video been in reaching and engaging the intended audience? Unique/Innovative: Describe what elements of the video are advanced, distinctive and/or involved Budget: What was the budget for this video? You can provide an approximate budget amount. Upload:.mov or.mp4 Execution: Video clearly makes the connection between the target audience and chosen topic. Content: The emotion, message and information conveyed in the video are engaging and well-aligned with the GLR Campaign. Technical Quality: Exposure, focus, sharpness, color, contrast, lighting Unique/Innovative: Elements of the video are advanced, distinctive and/or involved highly Evaluation of Success/Effectiveness/Impact: Results demonstrate the video is effective in reaching and engaging the intended audience.

11 Events Entry can include in-person events such as gala, read-aloud/book distribution and virtual events such as a webinar. Event Date: Event Planner (if coordinated by external vendor): Event Summary: What was the purpose and objective(s) of the event, including number of attendees. Describe the overall event concept including the design elements and the run of show. Engagement/Effectiveness: How effective was the event in reaching and engaging the intended audience (e.g., include attendee testimonials, press coverage, social media coverage, etc.)? Unique/Innovative: Describe what elements of the event are advanced, distinctive and/or involved Budget: What was the budget for this event? You can provide an approximate budget amount. Upload: PDF of sample event materials that provide an overall sense of the event experience Execution: Event clearly made the connection between the target audience and chosen topic. Content: The key messages and information conveyed during the event were well-aligned with the GLR Campaign. Unique/Innovative: Elements of the event are advanced, distinctive and/or involved highly Evaluation of Success/Effectiveness/Impact: Results demonstrate the event was effective in reaching and engaging the intended audience (e.g. funds raised, # books distributed, etc.) Guidelines for All Entries All entries must be submitted via the online portal One entry per asset category Assets submitted for any category can be dated from 2010 to present Each asset category has specific entry requirements Have questions? Contact Ernestine Benedict at ebenedict@gradelevelreading.net.